Tam, Phan Thanh
A icle
Key ac o s a ec ing en e p ise compe i i eness and
business e iciency: a case s udy o ou ism en e p ises in
Vie nam
Cogen Business & Managemen
P o ided in Coope a ion wi h:
Taylo & F ancis G oup
Sugges ed Ci a ion: Tam, Phan Thanh (2024) : Key ac o s a ec ing en e p ise compe i i eness
and business e iciency: a case s udy o ou ism en e p ises in Vie nam, Cogen Business &
Managemen , ISSN 2331-1975, Taylo & F ancis, Abingdon, Vol. 11, Iss. 1, pp. 1-26,
h ps://doi.o g/10.1080/23311975.2024.2420760
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Key ac o s affec ing en e p ise compe i i eness
and business efficiency: a case s udy o ou ism
en e p ises in Vie nam
Phan Thanh Tam
To ci e his a icle: Phan Thanh Tam (2024) Key ac o s affec ing en e p ise compe i i eness
and business efficiency: a case s udy o ou ism en e p ises in Vie nam, Cogen Business &
Managemen , 11:1, 2420760, DOI: 10.1080/23311975.2024.2420760
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Cogen Business & ManageMen
2024, VoL. 11, no. 1, 2420760
Key ac o s a ec ing en e p ise compe i i eness and business
e iciency: a case s udy o ou ism en e p ises in Vie nam
Phan hanh am
Lac Hong uni e si y (LHu), Bien Hoa Ci y, Dong nai P o ince, Vie nam
ABSTRACT
Vie nam’s ou ism business has been d ama ically a ec ed by he co id‑19 ou b eak,
leading o a conside able dec ease in he numbe o ou is s isi ing he coun y.
ou ism is i al in c ea ing na ional income, a ac ing in es men , encou aging expo s,
and s imula ing g ow h in linked economic sec o s. he e o e, his s udy examines he
p ima y de e minan s ha a ec he compe i i eness o ou is i ms and hei in luence
on business e iciency. he s udy u ilizes quali a i e and quan i a i e app oaches,
d awing on da a collec ed om a sample o 870 co po a e manage s in i e big ci ies
in Vie nam. Quan i a i e analysis includes desc ip i e s a is ics and s uc u al equa ion
model pe o med using sPss 20.0 and amos. he key indings iden i ied six c ucial
ac o s ha de e mine he compe i i eness and e iciency o ou ism en e p ises: (1)
Quali y o p oduc s and se ices, (2) Ma ke ing capaci y 4.0, (3) O ganiza ional and
managemen capaci y, (4) B and p omo ion, (5) human esou ce quali y, and (6) social
esponsibili y. hese ac o s signi ican ly impac he en e p ises’ compe i i eness and
e iciency, wi h a signi icance le el 0.01. hese indings emphasize he signi icance o
s a egic policy ac ions o enhance hese elemen s o p omo e pos ‑pandemic eco e y
and long‑ e m compe i i eness in Vie nam’s ou ism sec o . he esul p o ides aluable
insigh s o policymake s and ou is s akeholde s, acili a ing e idence‑based policy
de elopmen o imp o e compe i i eness and business e iciency in Vie nam’s ou ism
indus y a e he co id‑19 pandemic.
1. In oduc ion
Vie nam has signi ican ou ism ad an ages and po en ial. in addi ion o he go e nmen ’s in e es
in in as uc u e in es men , businesses ocus on building new, high‑quali y ou ism p oduc s. he
ou ism indus y has quickly eco e ed a e a long pe iod o impac om he co id‑19 pandemic,
essen ial o Vie nam’s o e all economic de elopmen achie emen s. he complex and p olonged
de elopmen o he co id‑19 pandemic has di ec ly and comp ehensi ely a ec ed socioeconomic
ac i i ies, and ou ism is one o he indus ies mos hea ily a ec ed. he co id‑19 pandemic has pu
a el se ice businesses in c isis, wi h 90–95% o companies ha ing o s op ope a ions o change
hei business models. in 2021, he numbe o ull‑ ime wo ke s will only accoun o 25% o he
p e ious yea , unemploymen will inc ease, and income will dec ease, causing a signi ican impac
on people’s li es.
sha ma e al. (2024) sugges ed ha he co id‑19 epidemic and a el es ic ions will pull ou is s
back o domes ic ou ism and a el close o home. he ise o domes ic ou ism has also p omo ed he
need o ou doo ac i i ies close o na u e and he coun yside. eco ou ism ends will likely be announced
sho ly wi h di e se o ms, limi ed pu poses wi hin amily and close iends, and limi ed con ac wi h
s ange s and ou side socie y (gao e al., 2022; huseynli, 2022; ch is o i e al., 2024). Vie nam has g ea
© 2024 he au ho (s). Published by in o ma uK Limi ed, ading as aylo & F ancis g oup
CONTACT Phan hanh am [email p o ec ed] Lac Hong uni e si y (LHu), Bien Hoa Ci y, Dong nai P o ince, Vie nam.
h ps://doi.o g/10.1080/23311975.2024.2420760
his is an open access a icle dis ibu ed unde he e ms o he C ea i e Commons a ibu ion License (h p://c ea i ecommons.o g/licenses/by/4.0/), which
pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed. he e ms on which his a icle has been
published allow he pos ing o he accep ed Manusc ip in a eposi o y by he au ho (s) o wi h hei consen .
ARTICLE HISTORY
Recei ed 14 May 2024
Re ised 3 sep embe
2024
accep ed 20 Oc obe
2024
KEYWORDS
compe i i eness; ou ism
en e p ises; business
e iciency; and policy
implica ions
SUBJECTS
Business, managemen
and accoun ing; ou ism;
inance; economics
2P. . aM
po en ial o ou ism de elopmen ; howe e , Vie nam’s compe i i eness and ou ism de elopmen capac‑
i y a e only a an a e age le el and mainly compe e on p ice. hus, i is ime o his o change.
ou ism de elopmen con ibu es o and c ea es mo i a ion o he socioeconomic de elopmen o a
coun y o a speci ic locali y. howe e , e e y ou ism business aces in ense compe i ion om i ms in
he same coun y, egion, and wo ldwide. aking ad an age o and ealizing he ou ism po en ial o
each company will c ea e a e y e ec i e in e ac ion e ec , he eby c ea ing a compe i i e ad an age
no only o he locali y bu also o he coun y and egion (cao e al., 2022; huk al, 2021). he e o e,
s udying he cons i uen ac o s and hei in luence on he compe i i eness o de eloping ou ism busi‑
nesses will help policymake s and ou ism manage s. he calenda has well‑ ounded e e ences o guide
de elopmen wi h medium‑ and long‑ e m isions. Building a heo e ical model o s udying he com‑
pe i i eness o ou ism businesses is ex emely impo an (Uwama iya e al., 2022; Vasanico a e al.,
2021). his will be he p emise o u he g een and sus ainable ou ism de elopmen esea ch. in his
esea ch a icle, he au ho in oduces some main con en , such as he heo y o compe i i eness, and
b ie ly e iews some domes ic and o eign s udies as a basis o p oposing a esea ch model. in addi ion,
his s udy p esen s esea ch me hods, including hose o conduc ing bo h quali a i e and quan i a i e
esea ch. Based on he esul s o es ing bo h he quali a i e and quan i a i e models, he e is a discus‑
sion and analysis o he esea ch esul s (Base a e al., 2022; andi auliya hakim e al., 2021).
o success ully add ess he de iciencies in p io esea ch and es ablish a dis inc ion in his s udy, he
au ho emphasizes he ollowing aspec s: (1) P io esea ch may ha e ex ensi ely examined he en i e
ami ica ions o he co id‑19 ou b eak on he ou is indus y. a dis inc analysis will cen e exclusi ely
on he ecupe a ion s age o Vie nam’s ou is sec o ollowing he pandemic. he esea ch enhances
comp ehension o he di icul ies and possibili ies ha a ise h oughou his ecupe a ion s age. (2)
al hough p e ious esea ch may ha e b ie ly discussed he o e all e ec s on he economy and gene al
pa e ns, his s udy aims o ho oughly examine he speci ic aspec s de e mining he compe i i eness o
pa icula ou is businesses in Vie nam. his en ails analyzing how o ganiza ions modi y hei s a egy,
p oduc o e ings, and ope a ional models o eco e compe i i eness in an al e ed ma ke en i onmen .
(3) he s udy by Madanaguli e al. (2022) p ima ily u ilized quali a i e o quan i a i e me hodologies o
hei esea ch. his s udy e ec i ely in eg a es wo me hodologies, highligh ing i s o iginali y. he quali‑
a i e insigh s in his s udy can gi e a comp ehensi e unde s anding o s akeholde iewpoin s and
adap i e ac ics, while he quan i a i e da a can o e s a is ical con i ma ion and a mo e signi ican
examina ion o ends. (4) Wi h he ongoing wo ldwide end owa ds sus ainable p ac ices, such as
g een ou ism and eco‑ iendly e o s, p esen you wo k as a aluable addi ion o his de eloping sub‑
jec . analyze he in luence o sus ainable p ac ices on he compe i i eness and cus ome p e e ences in
Vie nam’s ou is indus y a e he co id‑19 pandemic. (5) Policy sugges ions and p ac ical solu ions:
While ce ain s udies may sugges heo e ical amewo ks, i is i al o ensu e ha he s udy o e s con‑
c e e policy ecommenda ions and p ac ical solu ions designed o imp o e compe i i eness and com‑
pany e iciency. his encompasses ac ics o ad ancing in as uc u e, in en i e ma ke ing echniques,
and wo k o ce educa ion ha align wi h sus ainable ou ism’s objec i es. By p io i izing hese elemen s,
his esea ch may success ully ill in he missing in o ma ion in he cu en body o li e a u e and o e
signi ican pe spec i es o policymake s, ou is execu i es, and s akeholde s aiming o na iga e he
pos ‑pandemic eco e y pe iod in Vie nam’s ou ism sec o .
Based on assessmen s o compe i i eness and he cu en compe i i eness o Vie namese ou ism
businesses, he au ho p oposes an assessmen model and solu ions o imp o e he compe i i eness o
ou ism businesses and he business e iciency o ou ism en e p ises a e he co id‑19 pandemic in
Vie nam.
2. Li e a u e e iew and hypo hesis de elopmen
2.1. En e p ise compe i i eness (EC)
en e p ise compe i i eness is he capaci y o a co po a ion o o ganiza ion o compe e e ec i ely in i s
indus y o ma ke en i onmen . i includes a ange o quali ies and alen s ha allow a company o s and
ou , a ac consume s, and achie e long‑ e m de elopmen and p o i abili y (aguia ‑Ba bosa e al., 2021).
cOgen BUsiness & ManageMen 3
he compe i i eness o a business is he abili y o a company o c ea e a compe i i e ad an age, c ea e
highe p oduc i i y and quali y han compe i o s, cap u e a signi ican ma ke sha e, gene a e a high
income, and de elop sus ainably. he compe i i e abili y o en e p ises ealizes he s eng h and ad an‑
age o a business compa ed o compe i o s in sa is ying cus ome equi emen s o inc ease p o i s. he
compe i i eness o Vie namese ou ism businesses can also be unde s ood based on his concep .
Vie namese ou ism has exhibi ed no able ad ancemen s since i acceded o he Wo ld ade O ganiza ion
(W O), as e idenced by a subs an ial su ge in local and in e na ional isi o a i als. his s udy examines
he in lux o in e na ional isi o s o Vie nam and he es ablishmen and g ow h o ou ism en e p ises
wi hin he ma ke . he accession o Vie nam o he W O has p esen ed signi ican p ospec s o he
o e all ou ism indus y and indi idual en e p ises ope a ing wi hin he ou ism sec o . in he global
ma ke , Vie namese businesses ace conside able compe i ion om ansna ional and mul ina ional com‑
panies wi h subs an ial inancial esou ces, ad anced echnology, ex ensi e expe ience, and high compe ‑
i i eness. consequen ly, Vie namese en e p ises a e compelled o compe e in a new en i onmen
cha ac e ized by in e na ional ma ke s go e ned by s ingen comme cial ins i u ions and laws. Vie namese
ou is en e p ises now ace se e al obs acles and complexi ies.
O he scien i ic esea che s belie e ha en e p ise compe i i eness is iden ical o business capaci y.
aguia ‑Ba bosa e al. (2021) showed ha he business capaci y o an en e p ise is unde s ood as he
abili y o manage ac i i ies wi hin he en e p ise, such as p oduc ion, sales, ma ke ing, human esou ces,
and inance, and is he abili y o cope wi h luc ua ions in ac o s in he mac o and mic o business en i‑
onmen . in sho , a business’s compe i i e capaci y is no a one‑dimensional concep , and many ac o s
mus be conside ed. acco ding o esea ch, iden i ying hese ac o s is essen ial, and companies can
imp o e hei compe i i eness h ough hese ac o s. he au ho belie es he elemen s ha enhance he
en e p ise’s compe i i e capaci y ha e been analyzed abo e.
hus, in eali y, many di e en concep s exis ega ding en e p ise compe i i eness. Unde ma ke eco‑
nomic condi ions, cus ome equi emen s mus be aken as he s anda d o e alua ing he compe i i e‑
ness o ou ism businesses. cus ome equi emen s a e bo h he goal and he d i ing o ce o p oduc ion
and ade. Di e en cus ome g oups ha e di e en needs o he same p oduc ; o mee cus ome
needs, businesses mus c ea e p oduc s and se ices acco ding o hei equi emen s, no wha en e ‑
p ises ha e. in he con ex o ou ism businesses in gene al and Vie nam’s ou ism businesses in pa ic‑
ula , which a e small in scale and ha e limi ed p oduc ion le els, applying he concep o compe i i eness
is based on ex e nal capabili ies wi hin he company, and he impac o ac o s ou side he business is
app op ia e. he au ho used en e p ise compe i i eness (ec) scales based on he abo e analysis: ec1
me cus ome s’ needs. ec2: en e p ises inc eased sales. ec3: en e p ises ha e an expanding in e na‑
ional ma ke .
2.2. Business e iciency (BE)
Business e iciency measu es how well a business u ilizes esou ces o gene a e goods o se ices wi h
he leas expense while op imizing p oduc ion and quali y. Ope a ional e iciency is a me ic ha quan‑
i ies he e ec i eness o a co po a ion in u ilizing i s esou ces, such as human capi al, echnology,
money, and ma e ials, o accomplish i s objec i es (Zadeh Baza gani & Kiliç, 2021). he no ion o business
e iciency is signi ican wi hin he ealm o business. he s a emen abo e pe ains o measu ing he use
o p oduc ion esou ces, including pe sonnel, machine y and equipmen , aw ma e ials, and capi al,
du ing an en e p ise’s p oduc ion and comme cial ope a ions. he e alua ion o business pe o mance
encompasses se e al me hodologies, including he compu a ion o p o i ma gins, e u n on in es men ,
and e enue pe employee. an e ec i e i m op imizes esou ce alloca ion, engages in p oduc c ea ion
and se ice p o ision, and achie es i s o e a ching objec i es wi h minimal expendi u es o ime and
esou ces. On he o he hand, a i m ha ope a es ine icien ly would engage in was e ul u iliza ion o
esou ces, he eby impeding i s capaci y o expansion and exposing i sel o he possibili y o being
ou pe o med by mo e e icien i als (Biagi e al., 2017; chi e al., 2019; cunha & lobão, 2022). he
enhancemen o co po a e e iciency is con ingen on op imizing many sub‑models, such as ma ke ing
and cus ome se ice, as well as he syne gis ic connec ions be ween hem, such as he in eg a ion o
ma ke ing and sales e o s.
4P. . aM
Mo eo e , company e iciency may be de ined as he ex en o which esou ces a e e ec i ely u ilized
o accomplish p ede e mined co po a e goals. company i ms s i e o op imize ea nings only, he eby
necessi a ing an assessmen o hei en i e company’s pe o mance. Business e iciency pe ains o p o‑
ducing hings o deli e ing se ices wi h minimal use o esou ces, including capi al, he labo o ce, and
ene gy usage. e icien en e p ises can gene a e commodi ies, p o ide se ices, and achie e sha ed
objec i es wi h op imal u iliza ion o esou ces (al‑hazmi, 2021; gao e al., 2022; huseynli, 2022;
nadalipou e al., 2019). he ul ima e ou come o a company’s ope a ions is income gene a ion. he e o e,
business e iciency pe ains o a i m’s capaci y o c ea e a speci ic mone a y e u n, ei he in e enue o
p o i , by u ilizing a gi en inpu esou ce. gi en he ini e and cos ly na u e o esou ces, he p ima y
objec i e o a business p op ie o is o es ablish an e icien en e p ise ha maximizes he income
de i ed om a ailable inpu s. o a ain his objec i e, en e p ises mus dedica e addi ional esou ces
owa d esea ch and de elopmen , ein es in hei in as uc u e, augmen expendi u es on ma ke ing
and sales, o enhance p o i ma gins. con e sely, a i m ha ope a es ine icien ly alloca es esou ces in
a manne ha is no op imal, cons aining i s capaci y o expansion and exposing i sel o he possibili y
o being ou pe o med by mo e e icien i als (san os e al., 2022; Kimbu e al., 2019; gómez‑Vega
e al., 2022).
hus, business is an ac i i y ca ied ou in all s ages o he p ocess, om in es men o p oduc ion o
consump ion o p o ision o se ices in he ma ke o make a p o i . he e o e, he issue ha businesses
a e mos conce ned wi h is business e iciency. Business e iciency p o ides businesses wi h e ec i e
ope a ions o su i al and de elopmen . Business e iciency measu es how well aw ma e ials, labo , and
capi al can be con e ed in o e enue‑gene a ing se ices and p oduc s. in o he wo ds, business e i‑
ciency ep esen s a company o o ganiza ion’s capaci y o p oduce he equi ed ime, money, and
esou ces. Besides, i desc ibes how e icien ly a company has ou pu s such as p oduc s, se ices, and
e enue ela i e o inpu s such as capi al, labo , and aw ma e ials needed o p oduce hem (Jia e al.,
2022; gonzález‑Rod íguez e al., 2023). he au ho used he business e iciency (Be) scale based on he
abo e analysis: Be1: Business e iciency based on p o i abili y. Be2: Business e iciency based on labo
e iciency. Be3: Business e iciency based on he e iciency o asse use.
2.3. Quali y o p oduc s and se ices (QS)
Quali y o p oduc s and se ices (Qs): Yang and li (2020) s a e ha se ice quali y is di icul o quan i y.
hese wo au ho s a gue ha he p oduc s and se ices o accommoda ion o ganiza ions a e becoming
inc easingly homogeneous. his uni o mi y is c i ical when accommoda ion o ganiza ions can p o ide
high‑quali y p oduc s and se ices o di e en ia e hemsel es om hei compe i o s (Jones e al., 2017;
salinas Fe nández e al., 2022). he p o ision o high‑quali y p oduc s and se ices aims o mee
cus ome expec a ions. a quali y p oduc o se ice consis en ly aligns wi h he expec a ions o he con‑
sume and indi idual‑seeking se ices.
Fu he mo e, se ice quali y measu emen p esen s a challenge because o i s subjec i e na u e, en‑
de ing i an elusi e and abs ac concep ha is di icul o quan i y. anabila e al. (2022) de eloped a
composi e measu ing ins umen called se qual, encompassing i e dis inc componen s and 20
obse ed a iables. he componen s o seRVQUal a e as ollows: he dimensions o se ice quali y can
be ca ego ized as angibles, which e e o he physical aspec s o acili ies, equipmen , pe sonnel, ma e‑
ials, and in o ma ion ools. Reliabili y pe ains o he consis en and accu a e pe o mance o se ices
ollowing commi men s o p omises. Responsi eness deno es he le el o willingness and p omp ness o
se e cus ome s. assu ance encompasses he knowledge, expe ise, and p o essional demeano o se ‑
ice s a , he eby ins illing us in cus ome s and empa hy, which in ol es demons a ing kindness and
conce n owa d each indi idual cus ome as a means o e alua ing se ice quali y (Zadeh Baza gani &
Kiliç, 2021; sheppa d & Fennell, 2019; Michael e al., 2019; Ka imi e al., 2022). Based on he abo e anal‑
ysis, he au ho had he quali y o p oduc s and se ices (Qs) scales as ollows: Qs1: en e p ise pe o ms
he se ice igh he i s ime. Qs2: en e p ises se e you quickly and on ime. Qs3: Business employees
a e always poli e and cou eous owa d cus ome s. Qs4: en e p ises ha e mode n equipmen and unde ‑
s and hei pa icula needs. Rela ed s udies ha e demons a ed ha a ou is company’s compe i i eness
and business e iciency a e in luenced by he quali y o i s p oduc s and se ices. he quali y o p oduc s
cOgen BUsiness & ManageMen 5
and se ices (Qs) is essen ial o imp o ing i m compe i i eness in he ou is sec o . hese poin s
demons a e how quali y se ice (Qs) has a bene icial impac on he compe i i eness o en e p ises in
he ou is indus y. Qs imp o es cus ome happiness, di e en ia ion, ope a ional e iciency, inancial pe ‑
o mance, esilience, and sus ainabili y. inco po a ing hese aspec s in o he esea ch and ho oughly
comp ehending he in luence o Qs on ou is en e p ises. hus, he au ho p oposed hypo heses h1 and
2 as ollows:
H1: Quali y o p oduc s and se ices (QS) posi i ely a ec ing he en e p ise’s compe i i eness.
H2: Quali y o p oduc s and se ices (QS) posi i ely a ec ing he business e iciency.
2.4. Ma ke ing capaci y 4.0 (MC)
Ma ke ing capaci y 4.0 (Mc): Ma ke ing is an ac i i y ha sa is ies cus ome s’ needs o achie e business
goals. he e o e, a business’s ma ke ing capaci y is demons a ed h ough con inuous moni o ing and
esponse o changes in cus ome s and compe i o s (Ja ed e al., 2022; geo ey Deladem e al., 2021; Bo
& ningqiao, 2018). Ma ke ing ac i i ies ha e shi ed om a mixed ma ke ing model o a ela ionship and
4.0. his imp o es he quali y o ela ionships be ween membe s du ing business exchanges, such as
ela ionships be ween cus ome s and b ands, be ween businesses and supplie s, and be ween he com‑
pany and he dis ibu ion channel, which play an essen ial ole in e alua ing he ma ke ing capaci y o
he business. Ma ke ing 4.0 is a ma ke ing s a egy in eg a ing digi al and in‑pe son in e ac ions be ween
companies and consume s. i emphasizes he usion o s yle and p ac ical alues in he b anding p ocess,
as well as he syne gis ic ela ionship be ween machine‑ o‑machine connec i i y and di ec pe son‑ o‑pe ‑
son con ac o enhance cus ome loyal y o he business (Bilen e al., 2017; amoako e al., 2022). Based
on he abo e analysis, he au ho had a ma ke ing capaci y o 4.0 (Mc) scale, which is as ollows: Mc1:
Online o new p oduc s o se ices ha mee cus ome needs. Mc2: Online selling p ices d ama ically
a ec he b and’s sales olume and compe i i eness. Mc3: an e ec i e dis ibu ion channel s a egy
occu s when cus ome s can easily ind i on a websi e. Mc4: a p ac ical and low‑cos o m o online
p oduc p omo ion o he public. Rela ed s udies ha e shown ha ma ke ing capaci y 4.0 a ec s ou ism
en e p ises’ compe i i eness and business e iciency. Ma ke ing capaci y 4.0 (Mc) encompasses con em‑
po a y ma ke ing echniques and echnology ha u ilize digi al pla o ms, da a analy ics, and au oma ion
o imp o e compe i i eness in he ou is indus y. he au ho demons a ed how in eg a ing hese com‑
ponen s in he esea ch o deba e highligh s he a o able in luence o Ma ke ing capaci y 4.0 on i m
compe i i eness in he ou is sec o . his encompasses he imp o emen o clien expe iences, he max‑
imiza ion o ma ke ing e iciency, he enhancemen o ope a ional pe o mance, and he cul i a ion o
esilience in he ace o di icul ies. hus, he au ho ga e hypo heses h3 & 4 he ollowing:
H3: Ma ke ing capaci y 4.0 (MC) posi i ely a ec ing he en e p ise’s compe i i eness.
H4: Ma ke ing capaci y 4.0 (MC) posi i ely a ec ing he business e iciency.
2.5. O ganiza ional and managemen capaci y (OM)
O ganiza ional and managemen capaci y (OM): Fi ms’ o ganiza ional and manage ial abili ies a e widely
ecognized as c ucial de e minan s o hei su i al and g ow h, as well as hei compe i i e ad an age
(and ades & Dimanche, 2017; cao e al., 2022; huk al, 2021). he deg ee o o ganiza ion and manage‑
men wi hin a i m is demons a ed by he ollowing ace s: he expe ise o managemen pe sonnel is
shown by hei educa ional backg ound and hei unde s anding o he a ious aspec s o he en e ‑
p ise’s business ope a ions, including law, ma ke dynamics, indus y‑speci ic knowledge, and socie al and
humanis ic unde s anding.
he e ec i eness o business o ganiza ions and managemen is also e lec ed in he s uc u e and
o ganiza ion o he managemen hie a chy, as well as he p ecise alloca ion o esponsibili ies and asks
among di e en depa men s. Fo ming a compac and highly e icien en e p ise managemen appa a us
ensu es quick and accu a e decision‑making and educes business managemen cos s (albala e e al.,
2017; al inay & Kozak, 2021). O ganiza ional and managemen capaci ies, such as s a egic planning and
6P. . aM
ope a ional managemen , a e i al in imp o ing ope a ional e iciency and signi ican ly a ec ing he
compe i i e abili y o he en e p ise. Managemen capaci y is also e lec ed in he speed o pe sonnel
eplacemen in he ace o change. Based on he abo e analysis, he au ho had he ollowing o ganiza‑
ional and managemen capaci y (OM) scales: OM1: en e p ise has he expe ise o managemen pe son‑
nel. OM2: e ec i eness o business o ganiza ions in he en e p ise. OM3: he business has planning and
managemen capaci y. OM4: Business uses human esou ces e ec i ely. Rela ed s udies ha e shown ha
o ganiza ional and managemen capaci ies a ec he compe i i eness o ou ism en e p ises and busi‑
ness e iciency. hus, he au ho ga e hypo heses h5 & 6 he ollowing:
H5: O ganiza ional and managemen capaci y (OM) posi i ely a ec ing he en e p ise’s compe i i eness.
H6: O ganiza ional and managemen capaci y (OM) posi i ely a ec ing he business e iciency.
2.6. B and p omo ion (BP)
B and p omo ion (BP): a b and encompasses many componen s, such as name, wo d, sign, symbol,
design, o a combina ion he eo , which se e he pu pose o di e en ia ing he goods and se ices
o e ed by a pa icula i m. Recen s udies by goel e al. (2022) and Kuns and i andić (2021) show ha
me chan s possess i als’ p oduc s and se ices. he b and encompasses cus ome s’ collec i e pe cep‑
ions and expe iences, esul ing om a dis inc and well‑de ined posi ion in hei cogni i e amewo k,
es ablished h ough angible, unc ional ad an ages and in angible emo ional connec ions. he e o e,
b and ma ke ing encompasses mo e han me e e minology; i en ails a e en dedica ion, unwa e ing
de o ion, and an ongoing esol e o ul ill p omises daily.
a b and has angible and in angible cha ac e is ics ha ep esen a speci ic ade name. When man‑
aged e ec i ely, a b and has he po en ial o gene a e in luence and alue. P omo ing ou ism b ands is
c ucial o a ac ing ou is s o a des ina ion. Building and p omo ing Vie namese ou ism b ands is one
o he asks o businesses and ela ed pa ies (Mendie a‑Peñal e e al., 2018; Uwama iya e al., 2022;
Ve koeyen & nepal, 2019). o e ec i ely p omo e ou ism b ands, ou ism ma ke ing s a egies include
unde s anding ou is cus ome s, planning 7 P s a egies in ou ism ma ke ing, building an online ou
booking sys em, op imizing ou ism ma ke ing websi es, p omo ing communica ion, ad e ising, and
ou ism p omo ion ac i i ies on social ne wo king pla o ms, in e na ional media channels, p omo ion
p og ams, and p oduc p omo ion in key ma ke s is launched (Zul ian i e al., 2022; Rod íguez‑Díaz &
Pulido‑Fe nández, 2021). Based on he abo e analysis, he au ho had he ollowing b and p omo ion
(BP) scale: BP1: en e p ise has op imized ou ism ma ke ing websi es. BP2: en e p ises e ec i ely p omo e
online communica ion. BP3: en e p ises e ec i ely implemen online ad e ising and ou ism p omo ion
ac i i ies. BP4: Building good ela ionships wi h cus ome s will b ing high e iciency o businesses. Rela ed
s udies ha e shown ha b and p omo ion a ec s ou ism en e p ises’ compe i i eness and business e i‑
ciency. hus, he au ho ga e hypo heses h7 and 8 a e as ollows:
H7: B and p omo ion (BP) posi i ely a ec ing he en e p ise’s compe i i eness.
H8: B and p omo ion (BP) posi i ely a ec ing he business e iciency.
2.7. Human esou ce quali y (HR)
human esou ce quali y (hR): an o ganiza ion’s human esou ces include all he e o s, skills, and abili‑
ies o he people wo king o he o ganiza ion (núñez‑Ríos e al., 2020; eusébio e al., 2018). he quali y
o human esou ces in a business will impac he p oduc i i y hey p o ide; employees will do hei jobs
well o he bene i o he o ganiza ion and hei own bene i s i hey a e managed e ec i ely. o achie e
o ganiza ional goals, each employee mus pa icipa e in c ea ing and implemen ing solu ions (ga cia
e al., 2019; Vasanico a e al., 2021). employees mus unde s and how hei wo k con ibu es o hei
business success. human esou ces a e c i ical ac o s o ou ism de elopmen and compe i i eness. in
hei esea ch a icle, he esul s a i med ha he quali y o human esou ces a ec s he quali y o ou ‑
ism se ices and he compe i i eness o he ou ism indus y.
cOgen BUsiness & ManageMen 7
hese au ho s emphasize ha inc easing he compe i i eness o he ou ism indus y depends hea ily
on imp o ing he quali y o human esou ces (Zhang, 2021; Da sana & sudjana, 2022; sha ma e al.,
2024). Based on he abo e analysis, he au ho had he human esou ce quali y (hR) scale: hR1: Building
employees wi h solid p o essional capaci y will lead o high wo k pe o mance. hR2: Building a eam o
employees wi h p o essional skills. hR3: social p ac ice skills, such as english communica ion skills, a e
necessa y in li e and a wo k. hR4: aining and de eloping ha d and so employee skills o mee high
cus ome needs. Rela ed s udies ha e shown ha human esou ce quali y a ec s he compe i i eness o
ou ism en e p ises and business e iciency. hus, he au ho ga e hypo heses h9 & 10 he ollowing:
H9: Human esou ce quali y (HR) posi i ely a ec ing he en e p ise’s compe i i eness.
H10: Human esou ce quali y (HR) posi i ely a ec ing he business e iciency.
2.8. Social esponsibili y (SR)
social esponsibili y (sR), o co po a e social esponsibili y, e e s o he e hical obliga ion o business
p op ie o s o e ain om in inging upon he igh s and in e es s o a ious s akeholde s. Business own‑
e s mus engage in ac s o philan h opy and p o ide es i u ion o any de imen al consequences
in lic ed upon socie y by hei comme cial ope a ions (Madanaguli e al., 2022; Wang, 2021). he social
esponsibili y o a business is o aise business beha io o a le el consis en wi h p e ailing social no ms,
alues, and expec a ions. hose who ollow his poin o iew a gue ha co po a ions ha e no espon‑
sibili y owa d socie y because companies mus pay axes o he s a e when hey conduc business ac i ‑
i ies. he e o e, businesses a e only esponsible o sha eholde s and sha eholde s and only employees
o he en e p ise.
en i onmen ally and socially esponsible ou ism is consis en ly unde s ood as ac i i ies and p ocesses
ha di ec ly o indi ec ly minimize nega i e economic, social, en i onmen al, and social impac s (Base a
e al., 2022; andi auliya hakim e al., 2021; ambunan, 2021). B inging mo e signi ican economic bene‑
i s o local esiden s and enhancing he p ospe i y o ou ism des ina ion communi ies. Responsible
ou ism is a iable solu ion o he complex issue o econciling de elopmen and conse a ion. i ep‑
esen s a sus ainable app oach o de elopmen ha p io i izes he well‑being o indi iduals and s i es
o achie e ha monious equilib ium among many s akeholde s, including local inhabi an s, isi o s, and
companies. he h ee essen ial elemen s o engaging in and mu ually bene i ing om he implemen a‑
ion o socially esponsible ou ism p ac ices a e c ucial o enhancing he compe i i eness o ou is
en e p ises (anabila e al., 2022; Zadeh Baza gani & Kiliç, 2021). Based on he abo e analysis, he au ho
used he ollowing social esponsibili y (sR) scales: sR1: Businesses a e always cus ome ‑o ien ed. sR2: ax
and inancial obliga ions. sR3: e hics and beha io owa d employees, socie y, and he en i onmen .
Rela ed s udies ha e shown ha social esponsibili y a ec s ou ism en e p ises’ compe i i eness and
business e iciency. hus, he au ho ga e hypo heses h11 & 12 he ollowing:
H11: Social esponsibili y (SR) posi i ely a ec ing he en e p ise’s compe i i eness.
H12: Social esponsibili y (SR) posi i ely a ec ing he business e iciency.
2.9. En e p ise compe i i eness (EC) a ec ing business e iciency (BE)
a i m’s compe i i eness is de e mined by i s capaci y o sus ain and g ow i s ma ke p esence and i s
abili y o gene a e subs an ial p o i s. he p e ailing no ion in con empo a y discou se posi s ha com‑
pe i i eness en ails he capaci y o consume p oduc s and se ices is‑à‑ is i al en i ies as well as he
ap i ude o en e p ises o gene a e p o i s. Fu he mo e, ou is en e p ises mus possess a compe i i e
ad an age o a ain e ec i e compe i ion, which may mani es h ough cos leade ship, p oduc di e ‑
en ia ion, and p ices exceeding he a e age ob ained (al a ado e al., 2021; chin e al., 2017). he link
be ween compe i i eness, sus ainable de elopmen , and e icien u iliza ion o social esou ces is c ucial.
a i m’s compe i i eness e e s o i s capaci y o sus ain and augmen i s compe i i e edge in p oduc
sales, expand consume ne wo ks, and a ac and e icien ly u ilize esou ces.
14 P. . aM
4.3. Tes ing C onbach’s alpha o ac o s a ec ing he en e p ise compe i i eness and business
e iciency
able 2 demons a es he suppo o he ci y’s cul u e, spo s, and ou ism depa men s. he o icial in es‑
iga ion p ocess conduc ed a su ey o 870 ques ionnai es sen o ou ism businesses. numbe o ballo s
issued: 870; numbe o o es collec ed: 815 ques ionnai es; 55 ques ionnai es had e o s in he da a en y
and p ocessing. he main mis akes we e no answe ing all he ques ions in he ques ionnai e, answe ing
he same answe s, and answe ing mul iple esponses o he same ques ion. as a esul , 815 alid ques ion‑
nai es we e o ming he sample o he o icial esea ch p og am; he esul s a e below. c onbach’s alpha
eliabili y coe icien jus signi ies he p esence o absence o a ela ionship be ween he measu emen s.
howe e , his does no p o ide in o ma ion on he a iables. calcula ing he co ela ion coe icien be ween
he o al a iables will aid in elimina ing obse ed a iables ha ha e minimal impac on desc ibing he
idea being assessed. alpha le els may be ca ego ized as ollows: a scale mo e han 0.8, conside ed good; a
ange o 0.7 o 0.8, conside ed bene icial; and a alue o 0.6, which may be employed i he s udy no ion
is no el o unique in he esea ch se ing. ex ac ion e e s o emo ing o ob aining in o ma ion om a
sou ce o loca ion. he sum o he squa ed loadings was 85.267, and he KMO and Ba le ’s es yielded a
esul o 0.834.
4.4. Tes ing esul s o ac o s a ec ing he en e p ise compe i i eness and business e iciency
able 3 shows es ing esul s o six ac o s a ec ing he ou ism en e p ise compe i i eness and business
e iciency wi h sig. 0.05. Besides, he esul s o model es ing show ha he se o scales in he esea ch
model mee s he le el o i wi h he da a h ough he c i e ia o con e gen alidi y, disc iminan alid‑
i y, composi e eliabili y, and a iance quo e. he e o e, he hypo heses in he o icial esea ch model
ha e no adjus men changes.
Mo eo e , able 3 shows ha es ing seM allows esea che s o explo e measu emen e o s and in e‑
g a e abs ac , di icul ‑ o‑dis inguish concep s. he me hod o es ing hypo heses and esea ch models
using his ool, in addi ion o ha ing ad an ages o e adi ional me hods such as mul i a ia e eg ession
because o calcula ing he p oposed e o , also allows he combina ion o po en ial concep s hidden
Table 2. es ing C onbach’s alpha o ac o s a ec ing en e p ise compe i i eness and business
e iciency.
Code n C onbach’s alpha
Qs (Qs1, Qs2, Qs3, Qs4) 4 0.944
MC (MC1, MC2, MC3, MC4) 4 0.929
oM (oM1, oM2, oM3, oM4) 4 0.942
BP (BP1, BP2, BP3, BP4) 4 0.882
HR (HR1, HR2, HR3, HR4) 4 0.860
sR (sR1, sR2, sR3) 3 0.917
eC (eC1, eC2, eC3) 3 0.912
Be (Be1, Be2, Be3) 3 0.847
Sou ce: Da a p ocessed om sPss 20.0.
Table 3. Fac o s a ec ing he ou ism en e p ise compe i i eness and business e iciency.
Rela ionships uns anda dized es ima e s anda dized es ima e s.e C.R P Resul s
eC←MC 0.558 0.583 0.032 17.233 *** accep ed
eC←oM 0.087 0.094 0.028 3.078 0.002 accep ed
eC←Qs 0.086 0.101 0.026 3.344 *** accep ed
eC←sR 0.072 0.052 0.034 2.121 0.034 accep ed
eC←BP 0.145 0.078 0.054 2.669 0.008 accep ed
eC←HR 0.156 0.154 0.032 4.820 *** accep ed
Be←HR 0.059 0.102 0.019 3.050 0.002 accep ed
Be←MC 0.171 0.316 0.023 7.333 *** accep ed
Be←oM 0.051 0.097 0.017 2.961 0.003 accep ed
Be←Qs 0.050 0.103 0.016 3.171 0.002 accep ed
Be←sR 0.043 0.054 0.021 2.079 0.038 accep ed
Be←BP 0.117 0.110 0.033 3.531 *** accep ed
Be←eC 0.191 0.336 0.025 7.584 *** accep ed
no e *** 1%; Sou ce: au ho ’s calcula ions wi h sPss 20.0 and amos.
cOgen BUsiness & ManageMen 15
om he heo e ical model simul aneously. he Maximum likelihood me hod es ima es he pa ame e s
in he esea ch model i he da a ha e a no mal dis ibu ion.
Figu e 3 displays he es ing ou comes o he six ac o s a ec ing ou ism en e p ise compe i i eness
and business e iciency, wi h a s a is ically signi ican esul a a signi icance le el o 0.05. six compo‑
nen s need o be conside ed: quali y o p oduc s and se ices, ma ke ing capaci y 4.0, o ganiza ional and
managemen capaci y, b and p omo ion, human esou ce quali y, and social esponsibili y
all s anda dized eg ession weigh s in he c i ical model eached he signi icance le el (p = 0.000, so i
is s a is ically signi ican ) and had la ge alues a ying om 0.052 o 0.583 ( able 3). his esul indica es
ha he componen s in he model a e unidi ec ional and ha e con e gen alidi y. he esul s o es ing
he disc iminan alue be ween a iables in he c i ical model in able 3 show ha all es ima ed co ela‑
ion coe icien s associa ed wi h he s anda d e o (se) o he p‑ alue we e less han 0.05. he e o e,
Figu e 3. es ing esul s o ac o s a ec ing he ou ism en e p ise compe i i eness and business e iciency.
Sou ce: au ho ’s calcula ions wi h sPss 20.0 and amos.
Table 4. es ing he esea ch model es ima es using Boo s ap (N = 50000 samples).
Rela ionships se se-se Mean Bias se-Bias C.R Resul s
eC←MC 0.037 0.001 0.556 0.002 0.003 0.67 accep ed
eC←oM 0.029 0.001 0.077 0.010 0.007 1.43 accep ed
eC←Qs 0.025 0.001 0.080 0.007 0.004 1.75 accep ed
eC←sR 0.038 0.001 0.066 0.006 0.004 1.50 accep ed
eC←BP 0.088 0.002 0.091 0.004 0.003 1.33 accep ed
eC←HR 0.037 0.001 0.151 0.004 0.003 1.33 accep ed
Be←HR 0.020 0.000 0.055 0.001 0.001 1.00 accep ed
Be←MC 0.024 0.001 0.168 0.003 0.002 1.50 accep ed
Be←oM 0.025 0.001 0.051 0.000 0.001 0.00 accep ed
Be←Qs 0.026 0.001 0.046 0.004 0.003 1.33 accep ed
Be←sR 0.025 0.001 0.035 0.008 0.006 1.33 accep ed
Be←BP 0.063 0.001 0.093 0.003 0.002 1.50 accep ed
Be←eC 0.029 0.001 0.195 0.004 0.003 1.33 accep ed
no e *** 1%; sou ce: au ho ’s calcula ions wi h sPss 20.0 and amos.
16 P. . aM
each concep ‑concep pai ’s co ela ion coe icien di e s om one a he 95% con idence le el. hus,
he concep s in he c i ical model achie ed disc iminan alidi y.
able 4 e alua es he eliabili y o es ima es in quan i a i e esea ch using sampling me hods. s udies
usually ha e o di ide he sample in o wo subsamples. hal is used o es ima ing he model pa ame e s
and hal o e‑e alua ion. i is also possible o epea his s udy using a di e en app oach. he abo e
wo me hods a e unsui able o his esea ch because he linea s uc u al model equi es a la ge sample;
he e o e, he abo e wo me hods a e ime‑consuming and cos ly. Boo s apping is a sui able al e na i e
in his case. Boo s apping is a esampling me hod wi h eplacemen , in which he ini ial sample ac s as
he c owd. he e o e, in his s udy, he au ho used he boo s ap me hod wi h he numbe o eplica e
samples n = 50000. he esul s es ima ed by boo s apping wi h n = 50000 a e a e aged and show ha
al hough he e is, he bias appea s iny (de ails acco ding o able 4, c.R < 2). he e o e, i can be con‑
cluded ha he es ima es in he esea ch model we e eliable.
4.5. Resea ch discussions
in he p esen challenging epidemiological en i onmen , isi o habi s and expec a ions ha e also
changed, which he ou ism sec o has no ed and is a emp ing o adap o– ha is, picking a ou is
loca ion. hus, a el is sa e and amicable, and heal hca e and insu ance a e p o ided. a ele s e‑
quen ly wan speci ic in o ma ion abou hei des ina ion’s heal hca e sys em and a el insu ance poli‑
cies. he ocus o ou ism has shi ed om in e na ional o domes ic demand. Use package a el i ems
like p edesigned combina ion packages o small pa ies o amily aca ions. Use in o ma ion echnol‑
ogy, a i icial in elligence, and he in e ne o lea n mo e abou ips ahead o ime. ou ism is adap ‑
able o se ice u iliza ion. Besides, he ou is sec o has di ec ed en e p ises, ou ism uni s, and ou ism
se ice p o ide s o shi cou ses o sa is y clien expec a ions as soon as possible (gonzález‑Rod íguez
e al., 2023). ake be e ca e o isi o s, especially by using mo e in o ma ion echnology and a i icial
in elligence in he adminis a ion, in oduc ion, and ad e ising o p oduc s, se ices, and images o
ul ill he demands o ou is s. o mee he needs and a ac he a en ion o isi o s, despi e apid and
ema kable de elopmen , he compe i i eness o Vie namese en e p ises s ill has many limi a ions, as
shown in he ollowing aspec s. challenges in in es men cos s and echnology applica ion: in es men
cos s a e a signi ican challenge o Vie namese businesses in implemen ing digi al ans o ma ion.
acco ding o a su ey by he Depa men o en e p ises, 50.0% o ou ism businesses belie e ha he
bigges challenge in digi al ans o ma ion is he high cos o in es men and echnology applica ion.
echnology applica ion e ec i eness in p oduc ion and business ac i i ies is no e iden in he
sho e m.
ou ism businesses ace challenges in changing business habi s and p ac ices, and digi al ans o ma‑
ion equi es changing business habi s and p ac ices; while his ac o is conside ed long‑ e m, making
changes di icul and highly dependen on he head o he business. Mo e han 50.0% o ou ism busi‑
nesses belie e ha changing business habi s and p ac ices in digi al ans o ma ion is a signi ican chal‑
lenge (al‑hazmi, 2021). Many en e p ises ha e applied so wa e, bu employees and wo ke s ha e no
used o only pa ially applied i , causing businesses’ digi al ans o ma ion goals o ail. Based on he
obse ed a iables o human esou ces ac o s, al hough he wo king age o ce is emendous, ensu ing
ou ism de elopmen , i is s ill limi ed in quali ica ions and lacks p o essionalism. he speed o a ac ing
labo o ou ism ac i i ies s ill aces many di icul ies, pa ly due o he cha ac e is ics o he se ice
indus y (Da sana & sudjana, 2022).
ou ism en e p ises ace a sca ci y o human esou ces o digi al ans o ma ion. O e 50.0% o hese
en e p ises epo ed encoun e ing challenges a he onse o hei digi al ans o ma ion endea o s, p i‑
ma ily s emming om a dea h o p o icien , well‑in o med, and skilled pe sonnel capable o execu ing
he digi al ans o ma ion p ojec . he limi ed p esence o in‑house specialis s and a lack o human
esou ces wi h expe ise in digi al echnology pose signi ican challenges o o ganiza ions, diminishing
hei capaci y o e ec i ely unde ake digi al ans o ma ion and a ain success (Da sana & sudjana, 2022).
ou ism businesses lack digi al echnology in as uc u e, conside ed one o he mos c i ical ac o s
when companies ca y ou digi al ans o ma ion. howe e , high in es men cos s can lead o a lack o
necessa y in as uc u e o businesses o implemen digi al ans o ma ion e ec i ely and comp ehensi ely.
cOgen BUsiness & ManageMen 17
cu en ly, up o 40.0% o he su eyed en e p ises e lec on his challenge (gonzález‑Rod íguez e al.,
2023). he e o e, he human esou ces o ou ism businesses oday a e no on pa wi h he asks se and
a e limi ed in p o essional quali ica ions and p o essional skills, leading o he abili y o compe e in mee ing
demand o ou is s being e y limi ed. Vie namese ou ism businesses ha e ec i ely u ilize digi al pla ‑
o ms o cus ome engagemen pos ‑pandemic would illus a e he p ac ical implica ions o Ma ke ing 4.0
Vinpea l g oup, a leading accommoda ion and ou is business in Vie nam, es uc u ed i s digi al ma ke ing
me hods a e he epidemic. hey implemen ed cus omized ma ke ing au oma ion sys ems o cus omize
o e s acco ding o clien p e e ences ob ained om online in e ac ions and booking eco ds. his ech‑
nique enhanced clien in ol emen and ope a ional e ec i eness by simpli ying booking p ocedu es (al inay
& Kozak, 2021). Besides, ou ism in new Zealand e e s o a eling o di e en places o leisu e, ec ea ion,
o business pu poses. new Zealand adop ed a digi al‑ i s s a egy o ad e ise he coun y as a secu e and
appealing aca ion des ina ion a e he co id‑19 pandemic. a i ual eali y (VR) campaign was ini ia ed o
enable p ospec i e ou is s o emo ely expe ience he many a ac ions o new Zealand. his imme si e
encoun e no only main ained he loca ion as a p ominen conside a ion bu also mo i a ed ou is s o
s a egize o hei subsequen jou neys, demons a ing he in luen ial impac o digi al engagemen in he
e i al o ou ism (gössling, 2018).
ou ism businesses ha e di icul y accessing in o ma ion abou digi al echnology and in eg a ing dig‑
i al echnology solu ions, which a e di e se, abundan , and con inuously upda ed acco ding o ma ke
needs. no knowing in o ma ion abou a ailable solu ions and echnology and hei sui abili y o busi‑
ness can cause di icul ies in applying echnology o hei p oduc ion and business ac i i ies. Up o
40.4% o companies ha e di icul y accessing comple e digi al echnology in o ma ion (gonzález‑Rod íguez
e al., 2023). in addi ion, he spo adic and unplanned use o managemen so wa e o se e p oduc ion
and business ac i i ies makes i di icul o businesses o in eg a e echnological solu ions in o a sys em
and implemen digi al ans o ma ion. Mo e han 30.0% o ou ism businesses ha e di icul y in eg a ing
digi al echnology solu ions (al inay & Kozak, 2021).
When implemen ing digi al ans o ma ion, ou ism businesses lack commi men and unde s anding o
he Boa d o Di ec o s, managemen , and employees. leade s mus be commi ed o digi ally ans o m‑
ing, om he ceO o managemen s a and wo ke s. his ensu es ha digi al ans o ma ion is app op i‑
a ely in es ed and ully implemen ed. he ac ha wo ke s do no accep isks and a e a aid o change
makes implemen ing digi al ans o ma ion mo e di icul . cu en ly, 32.1% o businesses lack commi men
om he boa d o di ec o s and manage s, and 26.6% lack commi men om employees. in addi ion,
ou ism businesses ea pe sonal/business da a leaks: digi al ans o ma ion is no longe a new concep ;
howe e , ea o in o ma ion secu i y issues when using echnology solu ions makes businesses no da e
o s ep ou o he wo ld (al inay & Kozak, 2021). he sa e y limi o change is 23.4% o companies a e
wo ied abou pe sonal/business da a leaks when implemen ing digi al ans o ma ion. in gene al, p od‑
uc s and se ices p o ided by ou ism businesses a e a luen and di e se, mee ing he needs o ou is s.
howe e , he e a e s ill many limi a ions, speci ically ega ding eco ou ism. he e a e ew a ac i e ou ism
p oduc s, and he main one is s ill ga den eco ou ism associa ed wi h islands and i e s: boa ips on he
i e , isi ing o cha ds, and lis ening o ama eu music. c a illage ou ism is a ou ism model ha h i es
h ough g een and sus ainable ou ism de elopmen . howe e , he cu en si ua ion o de eloping adi‑
ional c a illages o se e his ype o eco ou ism has many limi a ions (gössling, 2018).
ou ism businesses lack o ganiza ional and managemen capaci y a he cu en le el; hei adminis‑
a i e and managemen capabili y is inadequa e a he di ec dis ibu ion s age, e lec ed in ad e ising,
p omo ion, and b anding ac i i ies o ou ism p oduc s and hei cha ac e is ics o domes ic and o ‑
eign ou is s. he indi ec dis ibu ion s age lacks ini ia i e in connec ing ou es and ou is des ina ions
inside and ou side he p o ince; alliances and connec ions lack sus ainabili y and ely mainly on in e ‑
media y ou ope a o s (gonzález‑Rod íguez e al., 2023). ou ism businesses always ensu e hygiene, ood
sa e y, and cus ome igh s and a e conscious o p o ec ing he en i onmen and na u al esou ces, bu
some uni s s ill ip o cus ome s, p oduc quali y is no gua an eed, and en i onmen al hygiene is no
good. Mos ou ism businesses, ou is eso s, and ou is acili ies a e s ill limi ed in quan i y and quali y
o se ices in many p o inces, wi h spon aneous de elopmen and lack o cohesion and coo dina ion
be ween businesses in a chain, equi ing he in eg a ion o ou ism businesses o become an u gen
equi emen (al inay & Kozak, 2021).
18 P. . aM
ou ism businesses lack ou is s o e alua e business ma ke ing ac i i ies, and he indus y le el is less
han 50.0%, which is no high. his shows he cu en si ua ion o ou ism businesses ha ha e no
implemen ed ma ke ing s a egies, cus ome ela ionships, and he abili y o a ac cus ome s. cause:
he cu en s a e o ma ke ing ac i i ies o unde s and cus ome needs o mee di e se cus ome needs
is s ill limi ed due o lack o capi al, educed business will, and lack o oppo uni ies o access mode n
echnology, ma ke in o ma ion, and means o p omo ing b ands o p oduc s ha a e no highly p o‑
essional (al inay & Kozak, 2021; gonzález‑Rod íguez e al., 2023).
hese a e he e e yday challenges o ou ism businesses when implemen ing digi al ans o ma ion o
imp o e he ou ism en e p ise’s compe i i eness and e iciency. howe e , depending on hei size, ou ‑
is en e p ises and la ge‑scale o ganiza ions ace a ious obs acles. small and mic o‑scale businesses wi h
limi ed inancial esou ces ha e he mos signi ican in es men and echnology implemen a ion chal‑
lenges ( huk al, 2021). al hough medium and la ge‑scale en e p ises ha e emendous e enue po en ial,
hey ace he mos c i ical challenges in al e ing co po a e a i udes and p ocedu es. his is pa ly
because medium and la ge‑sized businesses ha e mo e sophis ica ed sys ems and p ocesses han small‑
and mic o‑businesses, making i mo e challenging o adjus o change (ch is o i e al., 2024).
5. Conclusions and policy ecommenda ions
5.1. Conclusions
he de elopmen o Vie namese ou ism has new ad an ages and challenges. Unde he impac o glo‑
baliza ion, Vie nam is becoming inc easingly p o oundly in eg a ed in o he egion and he wo ld.
Vie nam’s indus ializa ion, mode niza ion, and apid u baniza ion signi ican ly impac he na u al and
socioeconomic en i onmen . he se ice quali y a some des ina ions is no high, and he accommoda‑
ion sys em is no synch onized. a el businesses a e small in scale, making he in e na ional ou ism
ma ke challenging. he quan i y and quali y o ou ism human esou ces a e limi ed, especially ega d‑
ing o eign‑language p o iciency and p o essionalism. he ou ism in as uc u e and oads ha access
ou is des ina ions a e poo . implemen ing some ou ism de elopmen p ojec s is s ill slow, leading o
a lack o la ge‑scale en e ainmen and eso a eas, a ec ing he goal o a ac ing ou is s o Vie nam
o a long ime. Vie nam’s po en ial o de elop and a ac ou is s is gene ally massi e in p omo ing his
s eng h, and con ibu ions om businesses in his ield a e needed. howe e , ou ism businesses, pa ‑
icula ly he ou ism indus y, s ill ha e many limi a ions in hei abili y o compe e and a ac ou is s
o Vie nam. in addi ion, he esea ch esul s show ha he a icle’s esul is o disco e c i ical ac o s
a ec ing he compe i i eness o he ou ism en e p ise and i s impac on business e iciency. he au ho
p o ides policy ecommenda ions o imp o ing Vie nam’s ou ism en e p ise compe i i eness and busi‑
ness e iciency. he a icle’s no el y has six de e minan s o he ou ism en e p ise compe i i eness and
business e iciency. Desc ip i e s a is ical ools we e used o measu e he mean alue, s anda d de ia ion,
and s uc u al equa ion models o 815 alid o es, eaching a a e o 93.67%. Finally, he s udy’s indings
can help policymake s and ou ism manage s apply esea ch esul s o de elop policies o ou ism
en e p ises’ compe i i eness and business e iciency. o imp o e he compe i i eness o Vie namese ou ‑
ism businesses, i is necessa y o ocus on ecommenda ions, such as enhancing he quali y o p oduc s
and se ices, ma ke ing capaci y 4.0, o ganiza ional and managemen capaci y, b and p omo ion, human
esou ce quali y, and social esponsibili y. hese solu ions will help Vie namese ou ism businesses
imp o e compe i i eness and a ac in e na ional ou is s.
5.2. Policy ecommenda ions
o p omo e he compe i i eness o hei ou ism businesses and a ac in e na ional ou is s o Vie nam,
he ollowing solu ions mus be implemen ed synch onously:
(1) imp o e he quali y o p oduc s and se ices; his ac o has an a e age alue o 3.0515, and he
s anda dized es ima e is 0.101 wi h sig. 0.000 ( ables 1 and 3). he esul s showed ha he quali y o
p oduc s and se ices a ec s ou ism en e p ises’ compe i i eness wi h a signi icance o 5% (Jones e al.,
2017; salinas Fe nández e al., 2022). Despi e he g ow h in he numbe o ou is s e e y yea , he
cOgen BUsiness & ManageMen 19
appea ance o a el companies, eco ou ism a eas, and ou ism p oduc s is s ill jus sel ‑copying o local
businesses and locali ies in he egion wi hou any o ien a ion o de elop hei own ad an ages, c ea e
hei own nuances, and di e si y hei ou ism p oduc s. ou ism p oduc s lack di e si y, o en associa ed
wi h eco ou ism, such as boa ing on he i e , isi ing o cha ds, and lis ening o ama eu music, mos o
which a e ound in he ac i i ies o ou is a ac ion businesses in he a ea o he p o ince. he e o e,
ou ism businesses ha e no exploi ed he po en ial and ad an ages o egional special ies and ha e no
made a di e ence in se ice quali y ou ism cha ac e is ics compa ed wi h o he coun ies in he egion.
ou ism businesses ha e p oac i ely enewed and imp o ed se ice quali y and launched new p oduc
packages wi h p e e en ial p ices o s imula e he demand o ou ism by people and ou is s. imp o ing
se ice quali y is i al o sa is ying ou is s in any se ice business, especially ou ism se ices. Fully
awa e o his, ou ism businesses will cons an ly imp o e and enhance se ice quali y o mee he
inc easing needs o ou is s in he u u e. ou ism businesses need o de elop and di e si y ou ism
p oduc s, especially chain links and se ices, o mee in e na ional ou ism s anda ds, p ese e, design,
and p omo e he ou ism indus y’s image and he ole o his o ical elics, des ina ions, and ou is a eas.
Build images and b ands, and iden i y na ional ou ism wi h dep h and heigh .
(2) imp o e he ma ke ing capaci y o 4.0, which has an a e age alue o 3.0279; he s anda dized
es ima e is 0.583 wi h sig. 0.000 ( ables 1 and 3). he esea ch showed ha ma ke ing capaci y 4.0
a ec s he ou ism en e p ise’s compe i i eness wi h a signi icance o 5% and he same esul s (Ja ed
e al., 2022; geo ey Deladem e al., 2021; Bo & ningqiao, 2018). P omo ion and ad e ising in ma ke ing
ac i i ies: in es men in building b ands o businesses and Vie nam’s ou ism indus y s ill lacks policy
mechanisms, esou ces, and p o essionalism, leading o ine ec i eness and no being p oac i ely posi‑
ioned i mly in he ma ke a ge . he Fou h indus ial Re olu ion, also called indus y 4.0, signi ican ly
in luenced se e al dimensions o socio‑economic exis ence, including he go e nmen , en e p ises, o ga‑
niza ions, pe sons, and secu i y. Wi hou excep ion, he e a e Vie namese a el en e p ises. Vie nam is
cu en ly con on ed wi h many di icul ies and possibili ies a ising om he ad en o he ou h indus‑
ial e olu ion. his e olu ion en ails he in eg a ion o ad anced echnologies in o p oduc s and se ‑
ices, hus enabling addi ional alue gene a ion. consequen ly, Vie namese a el en e p ises a e
augmen ing he in e ne o hings in hei ope a ions. he in e ne o hings (io ) u iliza ion in consume
engagemen ac i i ies and os e ing connec ions wi h pa ne s, supplie s, and agencies has become
inc easingly p e alen . Mo eo e , he ou ism managemen agency sec o emb aces he in eg a ion o io
echnologies. Fo cus ome s, Vie namese a el businesses apply he in e ne o hings along hei jou ‑
ney, om c ea ing inspi a ion wi h in o ma ion displayed on a ac i e websi es o many p omo ional
p og ams and indi idually displayed in o ma ion. Pe sonalize and selec om housands o ho els and
ou p og ams o pay by c edi ca d o di ec ly, encou age sha ing cus ome eedback on Facebook, and
main ain cus ome expe ience wi h he as es elec onic in e ac ion and sa e y. P oac i ely inno a e
managemen and se ice models, imp o e compe i i eness by making s a egic plans, and apply in o ‑
ma ion echnology o hose plans o es ablish an in elligen ou ism ecosys em and inc ease he budge
o digi aliza ion. howe e , di e si y is a he co e o he 4.0 indus ial e olu ion. Vie namese a el busi‑
nesses wan o g asp he end o he 4.0 e olu ion, which can adia e in many di ec ions wi hou
limi ing hei hinking o mobile o sma de ices. he e o e, he c ea i i y and acumen o businesses a e
equi ed. inc ease budge o signi ican da a digi iza ion ac i i ies: he 4.0 e olu ion is leading o he
need o pe sonalize consume p oduc s, including ou ism. o do his, we mus be e unde s and he
needs o ou is s h ough echnologies such as he in e ne o hings and big da a. Digi al ans o ma‑
ion is necessa y, bu businesses will encoun e many di icul ies because hei unde s anding o digi a‑
liza ion is une en. implemen ing digi aliza ion will lead o he es uc u ing o businesses and business
p ocesses. he e o e, Vie namese a el businesses mus supplemen hei digi aliza ion budge s o p o‑
mo e hese ac i i ies.
(3) imp o e o ganiza ional and managemen capaci y; his ac o has an a e age alue o 3.0423 and
a s anda dized es ima e o 0.094 wi h sig. 0.002 ( ables 1 and 3). he esea ch esul s show ha o gani‑
za ional and managemen capaci ies a ec he ou ism en e p ise’s compe i i eness wi h a signi icance
o 5% (and ades & Dimanche, 2017; cao e al., 2022; huk al, 2021). O ganizing and managing a el
business ac i i ies o a company’s a el business o be success ul mus be o ganized scien i ically and
easonably. speci ic esponsibili ies mus be clea ly assigned, and he implemen a ion s ages and
20 P. . aM
coo dina ion be ween ma ke ing depa men s, adminis a ion, and guidance mus be s ic ly managed.
Mos ou ism businesses and eso s s ill ha e a limi ed quan i y and quali y o managemen o human
esou ces and lack cohesion and coo dina ion be ween i ms in a chain, equi ing he in eg a ion o
ou ism businesses o become an u gen equi emen . he e o e, in he u u e, companies need o
s eng hen hei aining o os e and build a eam o o icials, ci il se an s, leade s, and manage s o
businesses and indi iduals wo king in ou ism wi h he necessa y knowledge abou ou ism manage‑
men . Managemen , business, law, and social esponsibili y g adually ensu e he quali y o human
esou ces o mee he equi emen s o ou ism de elopmen and enhance he compe i i eness o en e ‑
p ises, he eby con ibu ing o imp o ing business e iciency. addi ionally, he ou ism indus y con inues
o e iew he cu en s a us o human esou ces o de elop and plan o ain and e ain ou ism s a .
ou ism businesses ocus on upg ading, supplemen ing, and pe ec ing acili ies and equipmen o oca‑
ional aining. apply app op ia e policies o a ac expe ienced and highly quali ied lec u e s o wo k
and each a ou ism oca ional aining es ablishmen s and spend a p ope po ion o he budge o
send many business manage s and s a e managemen agencies o ain a se e al epu able schools o
ou ism aining ab oad.
(4) o imp o e b and p omo ion, his ac o had an a e age alue o 2.4129 and a s anda dized es i‑
ma e o 0.078 wi h sig. 0.008 ( ables 1 and 3). he esul s showed ha b and p omo ion a ec s ou ism
en e p ises’ compe i i eness wi h a signi icance o 5% (Mendie a‑Peñal e e al., 2018; Uwama iya e al.,
2022; Ve koeyen & nepal, 2019). o enhance he e ec i eness o p omo ing ou ism p oduc s, he ou ‑
ism indus y in many locali ies ocuses on o ganizing ma ke ing p og ams and campaigns acco ding o
ocus, key, heme, and scale, hus c ea ing a high spillo e e ec . Reco e ing and de eloping ou ism,
he ou ism indus y, accommoda ion, and a el businesses ocus on building and inno a ing p oduc s
and se ices o inc ease des ina ion alue. s eng hening p omo ion is necessa y, con ibu ing o p o‑
mo ing he sp ead and posi ioning Vie nam as he leading a ac i e ou is des ina ion in sou heas
asia, ealizing he campaign’s goals wi h Vie nam’s ou ism de elopmen s a egy. he e o e, i p opa‑
ga es and p omo es ou ism h ough media and ele ision. De elop and o ganize ocused ou ism p o‑
mo ion p og ams associa ed wi h cul u al e en s, es i als, ai s, con e ences, and semina s. ac i ely
implemen ing socializa ion wo k and s eng hening coope a ion wi h p o inces and ci ies in ou ism
ad e ising and p omo ion ac i i ies. in addi ion, he e is close coo dina ion be ween he s a e and busi‑
nesses, locali ies, and he cen al go e nmen in p omo ing ou ism h ough many di e en ac i i ies.
P omo e he de elopmen o he in e na ional ou is ma ke and he ma ke o o eign ou is s li ing in
Vie nam: De elop a plan o p omo e and a ac in e na ional ou is s in each s age and ollow each key
ma ke ; ac i ely pa icipa e in gene al in e na ional ou ism p omo ion ac i i ies o he whole coun y;
build a ou is in o ma ion sys em (websi e, maps, guides, ou is in o ma ion coun e s, lea le s) ha is
con enien and di e se in in o ma ion, in majo in e na ional languages; de elop p og ams o p omo e
p o incial ou ism in e na ionally (ad e ise on media agencies, pa icipa e in majo in e na ional ou ism
e en s, p omo e Vie namese ou ism in in e na ional e en s); and simpli y p ocedu es o o eign ou is s.
in addi ion, businesses need o a ach impo ance o he domes ic ou is ma ke : esea ch domes ic
ma ke segmen a ion o ha e app op ia e and e ec i e p omo ion campaigns, combine p omo ion in
locali ies o de elop ou ism o a ac ou is exchange and de elop egional ou ism b ands, he eby
building sui able ou ism p oduc s o a ac domes ic ou is s, and policies o s imula e demand o he
domes ic ma ke .
(5) o imp o e human esou ce quali y, his ac o had an a e age alue o 3.3840; he s anda dized
es ima e was 0.154 wi h sig. 0.000 ( ables 1 and 3). he esul s showed ha human esou ce quali y
a ec s ou ism en e p ises’ compe i i eness wi h a signi icance o 5% (ga cia e al., 2019; Vasanico a
e al., 2021). al hough human esou ces o ou ism ha e g own signi ican ly in quan i y and quali y, hey
s ill do no mee he equi emen s o businesses and a e limi ed in awa eness, o eign language abili y,
communica ion abili y, and so on. in gene al, p o essionalism is limi ed. human esou ces play an essen‑
ial ole in ou ism de elopmen . howe e , he cu en ou ism si ua ion in e ms o human esou ces
aces many di icul ies. in he con ex o he 4.0 indus ial e olu ion, Vie nam’s ou ism indus y aces
many challenges, including human esou ces. O e he yea s, ou ism has made e o s o de elop human
esou ces and has ini ially achie ed speci ic esul s. howe e , some p oblems emain o be add essed.
cOgen BUsiness & ManageMen 21
he e o e, in he o eseeable u u e, he ou ism sec o in ends o collabo a e wi h aining ins i u ions
and local en i ies o con inue o e ing aining p og ams ha enhance he calibe o human capi al and
local communi ies in p ominen ou is loca ions. his is he undamen al amewo k o imp o ing ope ‑
a ional e iciency wi hin he ou ism indus y, bene i ing indi idual ou ism en e p ises and he b oade
ou ism business communi y. subsequen ly, hey play a ole in os e ing ou ism g ow h in egions ha
appeal o ou is a ac ions. cul i a ing heigh ened communi y consciousness a ou is loca ions and
amicable conduc owa d ou is s will acili a e a posi i e pe cep ion in he minds o isi o s. con e sely,
ou ism en e p ises wi h compe en managemen eams and well‑ ained se ice wo ke s ha e supe io
ou ism o e ings. hese o e ings a e he undamen al ounda ion o enhancing ou is sa is ac ion and
os e ing isi o loyal y, esul ing in an inc eased ou is in lux. a he same ime, ex ending he s ay o
ou is s is he co e elemen o building and de eloping he b and and image o a ou is des ina ion.
in es in de eloping ou ism human esou ces wi h high p o essional expe ise and good p o essional
e hics; de elop a sys em o ou ism oca ional aining schools in he p o ince; encou age quali y‑managed
p i a e aining es ablishmen s; p io i ize he de elopmen o on‑si e aining sys ems o businesses;
s eng hen p o essional aining p og ams o ou ism managemen skills, dissemina e p o incial ou ism
de elopmen policies; and policies o encou age and suppo high‑quali y ou ism wo ke s wo king in
he p o ince. enhance communi y awa eness o ou ism p oduc de elopmen : o ganize aining p o‑
g ams on ou is se ice skills o communi y ou ism de elopmen a eas; de elop a o ce o on‑si e ou
guides who a e local people o cul u al ou is a ac ions and c a illages h ough aining and sup‑
po p og ams o people; p opaganda and dissemina ion o aise awa eness and ou ism business e hics
o indi idual ou ism se ice business households in he p o ince, and dissemina e he code o conduc
o ou is s.
(6) imp o e social esponsibili y: his ac o has an a e age alue o 3.2961; he s anda dized es i‑
ma e is 0.052 wi h sig. 0.034 ( ables 1 and 3). he esul s showed ha social esponsibili y a ec s
ou ism en e p ises’ compe i i eness wi h a signi icance o 5% (Base a e al., 2022; andi auliya hakim
e al., 2021; ambunan, 2021). ou ism g ow h can gene a e employmen oppo uni ies and inancial
gains o se e al indi iduals, including cons uc ing essen ial in as uc u e and p o iding ou is ‑ ela ed
se ices. ou ism plays a signi ican ole in bols e ing na ional and local budge s by ul illing ax
esponsibili ies. consequen ly, his inancial con ibu ion aids local go e nmen s in enhancing in a‑
s uc u e and se ices o locals and isi o s. ne e heless, ou ism’s un egula ed expansion and
ad ancemen in se e al egions ad e sely a ec na u al ecosys ems, he en i onmen , and indigenous
popula ions. he po en ial ad e se e ec s encompass he exp op ia ion o ex ensi e land ac s o
ou ism pu poses, al e a ion o na u al habi a s, and enc oachmen o isi o s in o ecologically agile
ecosys ems. nega i e en i onmen al impac s encompass a ange o de imen al consequences, such as
he dis up ion o na u al landscapes owing o in as uc u e de elopmen , excessi e use o wa e and
ene gy esou ces, con amina ion o wa e bodies, ab up escala ion in ash gene a ion, and se e al
o he ha m ul e ec s. ou ism has he po en ial o dis up a own’s na i e cul u e and social ab ic,
leading o he eme gence o social di isions. hence, ou is i ms mus es ablish esponsible ou ism
p ac ices, widely ecognized as ou ism ac i i ies and p ocedu es ha mi iga e ad e se economic,
social, en i onmen al, and cul u al e ec s di ec ly o indi ec ly. he objec i e is o maximize economic
ad an ages o he local popula ion and os e p ospe i y wi hin owns ha se e as ou is des ina‑
ions. Responsible ou ism is a iable solu ion o he complex issue o econciling de elopmen and
conse a ion. i ep esen s a sus ainable app oach o de elopmen ha p io i izes he well‑being o
indi iduals and s i es o achie e ha monious equilib ium among many s akeholde s, including local
inhabi an s, isi o s, and companies. he componen s abo e a e essen ial o collec i e pa icipa ion
and mu ual bene i s in implemen ing esponsible ou ism. When businesses engage in sus ainable
ou ism de elopmen , hey mus adhe e o speci ic s anda ds. hese equi emen s mos ly e ol e
a ound minimizing hei in luence on he en i onmen and ensu ing ha ad e se consequences a e
a oided, pa icula ly in as geog aphical a eas. simul aneously, i is impe a i e o p io i ize he de el‑
opmen o localized egions, such as illages and esiden ial communi ies, which a e compa a i ely less
in luenced by cul u al and socie al ac o s. he p o i dis ibu ion is alloca ed o local indi iduals and
he su ounding communi y. Responsible and sus ainable ou ism aims o a ain sus ainable
22 P. . aM
de elopmen . hence, he undamen al ene s, including esponsible and sus ainable ou ism, a e en i‑
onmen al p ese a ion, equi able social p ac ices, economic ad ancemen , and cul u al conse a ion.
in conclusion, acknowledging he signi icance o ecological p o ec ion in p omo ing ou ism, he
Vie namese go e nmen has o icially p oclaimed esponsible ou ism as he o emos objec i e o he
indus y’s p ospec i e g ow h plan. Wi hin his pa icula con ex , i is essen ial o no e ha esponsi‑
ble ou ism encompasses mo e han jus ce ain ypes o ou ism, such as beach, his o ical, and com‑
muni y ou ism. On he o he hand, esponsible ou ism pe ains o examining he e ec s and
epe cussions o ou ism on he en i onmen , communi y, and local economy. Responsible ou ism
ex ends beyond p o ec ed na u al habi a s, encompassing all en e p ises, ega dless o loca ion in me ‑
opoli an egions, p o incial cen e s, o ypical se ings. Responsible ou ism can de elop in emo e
a eas, such as illages and islands. Responsible ou ism is how indi iduals, en e p ises, and o ganiza‑
ions coo dina e and execu e ou is endea o s.
he au ho ’s six policy implica ions a e sugges ed abo e; mo eo e , he au ho s udied he empi ‑
ical e idence o he success ul de elopmen o he ou is business du ing he co id‑19 epidemic in
new Zealand and hailand. he ollowing p o ides a ull b eakdown: (1) amids he co id‑19 ou ‑
b eak, he new Zealand go e nmen implemen ed a sala y subsidy p og am o assis businesses
impac ed by he lockdowns, especially hose in he ou ism indus y. he p og am o e ed mone a y
assis ance o aid i ms in e aining hei pe sonnel. his assis ance p o ided c ucial suppo o ou is
i ms, enabling hem o wi hs and he immedia e economic consequences, keep hei employees, and
enhance hei p ospec s o eco e y. (2) hailand implemen ed se e al domes ic ou is s imulus p o‑
g ams o incen i ize local a el, including incen i es o lodging, meals, and anspo a ion cos s.
hese packages we e designed o o se he decline in o eign ou is s by inc easing domes ic ou ‑
ism. o suppo ou ism en e p ises du ing c ises, Vie nam should adop he success ul go e nmen
ini ia i es implemen ed by he wo coun ies. By doing so, Vie nam can enhance he c edibili y o
hese ecommenda ions and implemen p ac ical and p o en s a egies ailo ed o di e en si ua‑
ions. his will inc ease he ele ance and po en ial impac o hese ini ia i es in suppo ing ou ism
en e p ises in he u u e.
5.2.1. The limi a ions and u he esea ch
Besides he posi i e scien i ic and p ac ical con ibu ions, he esea ch also has ce ain limi a ions ha
need o be u he esea ched and supplemen ed o make he esea ch con en mo e comp ehensi e,
speci ically: (1) cu en ly, p e ious s udies ela ed o he compe i i eness o ou ism businesses a e s ill
minimal, mos o hem a e s udies on he compe i i eness o des ina ions. he e o e, sea ching o and
analyzing ele an p e ious s udies o iden i y esea ch gaps is limi ed. (2) Resea ch on ac o s a ec ing
compe i i eness is de eloped o es esea ch hypo heses o ou ism businesses. howe e , ou ism busi‑
nesses emain limi ed in numbe and scale. he e o e, he esea ch esul s a e only speci ic o ou ism
businesses and do no ep esen o he locali ies in he coun y. he esea ch only s ops a iden i ying he
ac o s a ec ing he compe i i e capaci y o ou ism businesses in i e ci ies in Vie nam. his esea ch has
no gone in o a deep analysis o he ela ionships be ween businesses in he chain o ou ism businesses
in o he locali ies ac oss he coun y o see he cu en si ua ion in he en i e ou ism indus y sys em.
F om he e, he au ho p oposes solu ions o link and de elop a b and ha is amilia o Vie nam’s ou ism
business sys em.
Based on he s udy’s limi a ions, u he esea ch mus be supplemen ed as sugges ed. Fi s , esea ch
on ac o s a ec ing compe i i e capaci y o ou ism businesses will be expanded o he Mekong Del a
p o inces and o he locali ies h oughou he coun y. second, u he esea ch should no only ocus on
he ac o s a ec ing he compe i i eness o businesses bu also conside he ela ionship be ween hese
businesses in he ou ism business chain o o he locali ies o see he eali y s a us o he sys em. hi d,
u u e esea ch should explo e he ac o s a ec ing he compe i i e compe ence o i ms in di e en
business ields and o he locali ies.
Acknowledgmen s
he au ho would like o hank he manage s and he Rec o o lac hong Uni e si y (lhU), Vie nam.
cOgen BUsiness & ManageMen 23
Au ho con ibu ions
Phan hanh am did e e y hing, such as he concep ion and design, analysis o he da a, e ising i c i ically o
in ellec ual con en , and he inal app o al o he e sion o be published.
Disclosu e s a emen
no po en ial con lic o in e es was epo ed by he au ho .
E hical s a emen
he au ho ob ained esponden consen be o e collec ing he da a.
Funding
he lac hong Uni e si y – g an numbe 171/QĐ Đhlh Vie nam suppo ed he unding.
Abou he au ho
Phan Thanh Tam is a Doc o o Philosophy in Banking and Finance, Business adminis a ion, and
lec u e a he Facul y o Pos g adua e s udies, lac hong Uni e si y (lhU), Vie nam. he pa icipa es
in eaching some opics ela ed o inance and banking, business managemen , and economics.
Besides, he esea ch a ea in ol es beha io analysis, inancial managemen , business e iciency,
ou ism de elopmen , economics, and digi al‑g een banking de elopmen . email: [email p o ec ed]. n
ORCID
Phan hanh am h p://o cid.o g/0000‑0003‑2387‑7756
Da a a ailabili y s a emen
he da a suppo he indings o his s udy and a e a ailable om he co esponding au ho upon easonable
eques .
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