ニェムフー ビン

Purpose: This study examines the perceived impacts of the nighttime economy in an emerging country: Vietnam. Theoretical framework: The literature about the nighttime economy in developed contexts was reviewed to guide this study. Method/design/approach: Two exploratory studies were implemented. The first one involved the qualitative analysis of user-generated content. The second one was related to an analysis of data gathered via a structured survey. Results and conclusion: The qualitative analysis of public opinions (n = 538) revealed the positive and negative aspects of the perceived impacts. The quantitative survey (n = 352) exposed the hidden elements of the perceived impacts, including the economic, sociocultural, environmental, and health impacts. Research implications: The differences in findings between this study and the prior research were highlighted to expand the literature on the nighttime economy. Implications for local administrators when projecting and managing this new economic activity were also discussed. Originality/value: The binary and multidimensional natures of nighttime economy impacts are simultaneously taken into account to enrich the literature on these particular issues.

Purpose Research about tourism impacts is abundant. However, existing studies often investigate tourism impacts from residents’ and tourists’ perspectives. The study targeting students is absent. The students’ perception and evaluation of tourism impact must be investigated independently to have more insights into improving the current education curriculum, which covertly addresses the impacts. Therefore, this study aims to examine university students’ perception of tourism impacts as young tourists to provide implications for better teaching of such content in the future. Design/methodology/approach Vietnam was chosen as the context, and a mixed method was employed. First, free elicitation with 118 university students was carried out to identify the students’ perceived impacts (109 items, four categories). Second, structured surveys using the previously generated content with 243 and 224 university students were implemented to identify the latent structures of the impacts (3-4 factors per impact category). Findings Tourism impacts can be dually perceived. In other words, they can come in positive or negative forms or are directed toward the destinations or the residents. However, being positive or negative, or affecting the place or the people, tourism impacts have some general and universal elements concerning the economic, sociocultural and environmental ones. In addition, they have some specific and contextual aspects, such as cross-border marriages, child labor and economic autonomy loss. Originality/value Tourism impacts seen from the perspective of university students are relatable and valuable for tourism education. Educators in Vietnam should consider revising the current curriculum to address all the tourism impacts overtly.

In vitro meat is a fairly new product on the market. As a result, public opinions about thisnew product are still uncertain and conflicting. This research continues to extend previousstudies by implementing a segmentation of the potential consumer market for in vitromeat. Using data gathered from young consumers in Vietnam (n = 393), this studyidentified three distinct segments: pessimists, optimists, and mainstreamers. Among thethree, the optimists, who might account for approximately a quarter of the whole market,could be considered to have the greatest potential to purchase in vitro meat, given theirpositive perception of the ethical and personal impacts of its production. Characteristics ofthis segment include familiarity, emotional attachment, and sensation-seeking tendencies.The theoretical and practical implications of this research are further discussed.

Much research has been done on cause-related marketing activities implemented by for-profit businesses. However, researchers seem to neglect that the beneficiaries make specific products used in cause-related campaigns, and for-beneficiaries organizations also run specific campaigns. Further research, thus, needs to be done to understand and support these self-help efforts. This study investigated customer attitudes toward products made by people with disabilities – the direct beneficiaries of the generated incomes. By interviewing fifteen female customers in Japan, this study found that the participants had a somewhat positive attitude. They wanted to buy or had bought these kinds of products. The customers’ perceptions of product quality were good. However, their perception of product types and production scale was not. The women’s perceptions and behaviours, or their attitudes, were affected by several personal and environmental factors. A recent factor, the COVID-19 pandemic, seemed to add some situational impacts. Implications for expanding cause-related marketing theory and improving cause-related marketing activities from the beneficiary perspective were discussed based on these findings.

Compared to the other fields of business, research on image congruence in the food business sector, particularly organic food, is relatively scarce. Previous studies could only identify the congruence of certain psychological elements of perceived image. Other functional elements, on the other hand, are mostly overlooked. Considering these issues, this study aimed to examine customer perceptions of themselves as organic food consumers, of organic food products, and of organic food makers and distributors. Using data gathered from nine informants, this study found that organic food consumers held certain images concerning organic food products, their makers and distributors, and themselves. Some images of organic food consumers and organic food products shared the same nature. In addition, some images of organic food consumers, makers and distributors had the same essence. Implications of these findings, together with the limitations of this study and directions for future research, were discussed.

The purpose of this chapter was to develop and verify a theoretical model to understand the ways that potential customers perceive and act toward AI-made products. The author began the chapter with a review of the existing literature to extract the most fundamental elements, both internal and external to the customers, which can affect their perceptions and behaviours. From there, the author proposed and tested a theoretical model that can explain customer attitudes toward a new type of music: AI-made music. Using data gathered from a young customer sample (n = 219) in Japan, the author found that perceived product/service attributes and customers' personal characteristics had significant impacts on customer purchase intentions, while perceived seller attributes and environment characteristics had not. These findings helped expand the literature on customer attitudes by introducing and investigating an aggregated model on the one hand. They also provided practical support for the commercialization of the AI-made products industry in the future on the other.

From a psychological approach, brands are attached to human personality traits to make them more appealing and facilitate future consumption. Brand personality, however, cannot independently exist. In other words, it must be projected by and transferred through appropriate functional tools and activities. Nevertheless, a precise knowledge of anthropomorphic marketing from a functional approach is missing. In addition, the contribution of artificial intelligence or AI to the implementation of anthropomorphic marketing is unclear. This chapter aims to synthesize the existing literature about these functional practices of anthropomorphic marketing. The outcomes revealed that anthropomorphic marketing was apparent in commercial and social activities. However, the contribution of AI to these marketing practices is limited at present. Based on these observations, this chapter discusses the theoretical and practical implications and the application of anthropomorphic marketing to build a greener economy.

This study qualitatively examined the restriction process of addictive buying behaviors using information recalled by four ex-shopaholic Western women. The study identified two reasons why the women decided to regulate their behaviors, including the issues with their financial statuses and the problems they had with their partners and family members. It also found three factors that could support the regulation process in addition to four factors that could distract that process. Regarding the initial results of the regulation process, this study realized that the women had effectively dealt with their debts, improved their relationships with the closest and most important people, maximized the use of the existing physical products, and minimized the purchases of the unnecessary new ones. They seemed to be able to find an alternative lifestyle, frugality and simplicity, which could make them happier individuals. Finally, this study discussed some practical implications for more ethical and responsible business activities.

Being thrifty and frugal has become a distinct lifestyle choice. An insightful knowledge about thrifty and frugal consumers on the demand side has been revealed by previous studies. However, related issues on the supply side have largely been neglected. Therefore, this study aims to examine the projection of the thrift store images. By analyzing interviews displayed on public websites with the director and staff of Treasure Factory, a big thrift store chain in Japan, this study has revealed that the company is actively projecting its images. Among seven images, Treasure Factory is especially focusing on products, purchase processes and distribution channels (place), and customer benefits (psychology). The remaining images (prices, promotion, customers or people, and partnerships) are less emphasized but still harmoniously synchronize with and support the main images. Implications for the theory behind thrift stores and for the actual management of them are discussed based on these findings.

This study examined Vietnamese local residents’ attitudes toward the reopening of their country to international tourists amid COVID-19 from March to April 2021. It began with a qualitative analysis of local residents’ opinions ( n = 240) to identify the factors that could affect their attitudes, then continued with a review of the literature to create a theoretical model. Finally, the study implemented a structured survey to collect quantitative data ( n = 412) to confirm the model. The outcomes revealed that “perceived vaccine efficacy” and “xenophobia” were two significant predictors of “attitude toward inbound tourism.” Implications of this study were then discussed.

Abstract<p>This chapter, written by Nghiem-Phu and Tran, examines how hotel businesses in Vietnam overcome the challenges caused by COVID-19 by transforming lodgings into quarantine facilities. Analysing press and user-generated content, it was found that both positive and negative images were attached to the quarantine hotels. The findings have demonstrated that corporate social responsibility (CSR) could be implemented to sustain business in the current circumstances while preparing for brand strengthening for recovery.</p>

The understanding of the differences between/among types of restaurants is important with the effective management of the involved businesses. Nonetheless, a meaningful definition and differentiation of each and every type of restaurant is largely missing. Therefore, this study aims to differentiate and define the existing categories of restaurants in a tourism and travel setting. In order to obtain this objective, this study opts to collect and analyze customer reviews to reveal the external attributes that they prioritize. From there, comparisons are made to see whether different types of restaurants are attributed to different characteristics or not. After that, definition of each type of restaurant is proposed. Using reviews about restaurants in Tokyo posted on tripadvisor.com, this study confirmed that the categorization of restaurants according to price and value is a valid and reliable practice. Definitions of restaurant types were then conceptualized. Practical and theoretical implications of this study were also discussed.

Purpose The purpose of this study is to examine the adoption of the active learning and teaching methods by university lecturers, taking into account the contribution of certain important factors, including trust, empowerment, thinking styles and emotional intelligence. In addition, this study further reveals the diverse nature of university lecturers with regards to their tendencies to adopt active teaching methods using the segmentation technique of marketing. Design/methodology/approach A structured survey was implemented with university lecturers in Hanoi (Vietnam), obtaining a sample of 218 respondents from six universities. Descriptive analysis was carried out to identify the extent of the adoption of these methods. In addition, cluster analysis and analysis of variance were computed to extract and define the segments of university lecturers. Findings The findings show that the lecturers, on average, had a tendency to apply active teaching methods. However, the extent of the application of these methods differed among four clusters: “conservatives,” “liberals,” “junior conservatives” and “junior liberals.” In addition, it was found that the degree to which active methods were applied may have been affected by the lecturers' trust in and their empowerment of the students. The application of active methods may also have been influenced by various covert characteristics of the lecturers, including thinking styles (cognition-based) and emotional intelligence (affect-based). The lecturers' overt characteristics, such as age, education and experience, may also have affected their application of active methods, while biological sex seems not to have been a significant factor. Originality/value The results of this study expand the literature by explaining the diversity of university lecturers from the perspective of the active teaching and learning methods. They also provide implications for the management of education reform based on the varied implementation of the said methods that has already taken place.

This study examines Vietnamese customers' feelings and thoughts about the online food order service recently developed in the country. Through interviews of 21 female customers in the capital city of Hanoi, two categories of customer feelings were identified: positive and negative. The reasons for or causes of these feelings were distributed across the five steps of the order and consumption process: pre-order (information and options), order (order, payment, and cancellation processes), delivery (staff attitude and waiting time), use (food quality and quantity), and post-use (complaint and complaint response). Based on these findings, theoretical implications about online food order services in particular and e-commerce in general are discussed. In addition, practical implications for restaurants, food deliverers, and app developers are proposed.