PROPOSAL TEMPLATE FOR RESEARCH PROJECT /

THUYẾT MINH ĐỀ CƯƠNG

Project name Nghiên cứu các nhân tố ảnh hưởng đến việc lựa chọn tour du lịch
(Vietnamese) của Gen Z đến khu vực người đồng bào tại Việt Nam

Project name (English) Factors affecting selecting Vietnam ethnic minorities travel-
Case of Vietnamese GenZ

Sub-committee Business – Business Administration

Group name FPT’s KIDs

Maximum length: 5 to 10 pages (Times New Roman 12 - 13, excluding appendix)

1. Introduction.
Project summary: problems, objectives, research methodology (maximum 300 words)
Vietnam has a lot of potential for tourism development, including in ethnic minority areas. We
must recognize that the diversity of ethnic Vietnamese cultures can be exploited and developed
to help improve economic life in remote areas. Currently, in Vietnam, there are not many tours
showing the culture and human identity of ethnic groups to help tourists know and have the
opportunity to experience those characteristics, especially for Gen Z customer groups. Gen Z
is known as the citizen of the digital age and is expected to be the "captain" in the process of
changing and building the developed world in the future. Besides, Gen Z has a high demand for
travel, so this customer group brings a huge source of revenue for travel agencies. This led to
the birth of this study. The purpose of the study is to define the factors affecting the choice of
traveling to the region of the ethnic minorities of Gen Z Vietnam. Through two main scientific
research methods, quantitative and qualitative, we collect previous research papers to build a
research model, along with interviews with experienced managers in the tourism industry to
redefine the degree of fit that the model has proposed. Furthermore, using the Independent
Samples Test to more accurately test the differences between GenZ tourist groups in ethnic
minorities in Vietnam. Therefore, this research is needed to help uncover the influencing factors
pulling Gen Z to ethnic minority areas of Vietnam and improve local income.

2. Overview of Research situation and the necessity of the project.

2.1. Literature review
Review and discuss related research works by Vietnamese and foreign scientists.
Review the applications of related works in the reality
Research on tourist behavior is very important to understand and capture their loyalty.
Adomavičius, G., & Tuzhilin, A. (2001)(1), Chen, C. F., & Tsai, D. (2007)(2). Recently,
empirical research has demonstrated that the characteristics of motivation, satisfaction, and
destination loyalty affect travelers' selections when choosing a destination. Sirakaya, E., &
McLellan, R. W. (1997)(3). Z., Wei, K. T., & Murshid, M. A. (2017)(4). According to several
studies Lam, T., & Hsu, C. H. (2006)(5); Henok, B. G. (2021)(6); etc.), perceived quality and
word-of-mouth (WOM) recommendations SIRAKAYA, E., & MCLELLAN, R. W. (1997)(7)
have been identified as two key variables that affect tourist behavior. Yusendra, M. A. E., &
Paramitasari, N. (2018)(8), and Wei, C., Zhao, W., Zhang, C., & Huang, K. (2019)(9), and
Seyidov, J., & Adomaitienė, R. (2016)(10). The factors influencing the decision to choose a

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tourist destination, include preferences (personal characteristics), experiences (roles),
motivations, attitudes (ways of thinking, availability of the place), programs, and services
(availability of facilities and services. However, prior studies examined the relationship
between aspects of service quality and travelers' loyalty to their destination. Yoon Uysal,
2005(11), rather than the intention of selecting the tourist destination.

The study name is Research on factors affecting the choice of Dak Lak as a destination for
domestic tourists Thanh, H. T. T., Lê Việt, A., & Thị, T. Đ. (2021)(12), are infrastructure,
pricing, communications, and landscape. Analysis of factors affecting the choice of destination
in Ben Tre by domestic tourists Bình, N. T. (2022)(13). An analysis of factors affecting the
choice of Phu Quoc destination for domestic tourists. Assessment of The Role of Factors
Affecting the Destination Choice of Destination of Destinations (Ho Chi Minh City Case Study)
(Bnh, N. T., & Nguyệt, N. T. M. (2022)(14) are The factors affecting the choice of the tour are
Infrastructure, price, communication, environment, and landscape. In the study of factors
affecting the decision to choose a destination for domestic tourists in Quang Binh, tourism
motivation is the driving force associated with satisfying individual travel needs. Tourism
motives include physical motivation, mental motivation, cultural motivation, communication
motivation, promotion motivation, and self-affirmation. Most of these studies only focus on
analyzing the competitiveness or destination image of a locality and have not explored the issue
of tourists' decisions to choose a destination. In recent years, there have been a number of
domestic researchers who have paid more attention to the research topic of tourists' decisions
to choose destinations.

2.2. The necessity of the project.

Clearly define the problem or hypothesis to be addressed
Originality, relevance and scientific significance of the question under investigation.
The overall goal of this research is to clarify the factors affecting Gen Z in choosing the form
of tourism in ethnic minority areas of Vietnam. This topic has great tourist significance when
tourism reopens because it will help increase tourism activities for the highland people. But it
is very difficult to understand the travel selection behavior of Gen Z because the behavior of
Gen Z is different from other generation groups, and no research clearly shows the behaviors
and factors that influence Gen Z selection. According to research and analysis from previous
research papers, the factors affecting the selection of Gen Z include 2 main factors: external
factors and internal factors. To clarify the above issues, it is necessary to find out which factors
have the main impact on external as well as internal factors in choosing a new form of tourism,
namely the tourism of ethnic minorities in Vietnam.
It can be said that highland tourism or tourism in ethnic minority communities in Vietnam is a
new type of tourism that has not been known by many generations, especially the younger
generation. Why do we say this type of tourism is new? Because highland tourism, or tourism
in ethnic minority areas, affects sustainable tourism development, Vietnam tends to exploit this
tourism direction. Ethnic cultural identities have a vital role in attracting tourists, especially
GenZ, the generation who loves to explore and discover. In this type of tourism, visitors can
not only visit and admire the natural beauty but also observe and experience the lifestyles of
ethnic minorities. From the above issues, factors have been discovered to understand the
behavior and needs of GenZ. From there, travel companies offer more suitable and attractive
travel products for GenZ to travel to ethnic minority areas in Vietnam. Contributing to the
orientation of the Vietnamese government in developing economic life for remote and isolated
areas. Upland tourism, also known as ethnic minority tourism, is a new type of tourism, which
is very important because, through this type of tourism, visitors will be able to explore and

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experience the beauty of the high region, thereby enabling the beautiful values of ethnic regions
to become more widely known. The beauty of highland tourism stems from the unique material
and spiritual values of that countryside. It is distilled and handed down through many
generations, reflecting and crystallizing the spiritual and cultural life of its people. The cultural
values of ethnic minorities are reflected in all aspects of social life, from ideas, feelings,
concepts, symbols, ethics, aesthetics, and lifestyle to spiritual values created by people.
Through cultural values, it helps people to choose what is suitable for the cultural identity of
the community, creating beautiful customs, habits, and lifestyles, connecting the community
and distinguishing it from other communities.

2.3. Probability of success.

Analyze the probability of success of the project (solution found or improvement of
problems/ questions under investigation).
The attractiveness of the traditional cultural components of the ethnic minorities to creating
their own identity as tourism increases, and the need to learn, discover and enjoy the art of
tourism is increasing. The quality of Vietnamese tourist goods has a huge impact on the
decision-making of tourists, especially among the GenZ generation. This is a new research
topic, so the group has synthesized more than 40 different previous research papers, in order to
find the right research methods and models to apply to the group's general research paper, as
well as to the real world. see off. In addition, in order to confirm the suitable factors and scales
of the research model, the team conducted interviews with lecturers at FPT University, Mr.
Nguyen Duc Tri, with more than 20 years of experience in the field of tourism, and Mr. Le Tan
Thanh Tung. , is currently the Deputy General Director of V Tour Company, to help the research
model be more suitable for the Vietnam situation. The number of students in server research is
about 300 students in FPT University Danang. Besides that, evaluate measurement scales'
validity, and test the hypotheses in the proposed research model by SPSS 22 software.

3. Objectives
Clearly outline the topic's objectives as a basis for determining research content and
implementation plan.
The overall objective of this study is to clarify the factors affecting the decision to travel in
the ethnic minority area of Gen Z Vietnam. Specific objectives include:
First: Identify the factors affecting the choice of tourism in ethnic minority areas in Vietnam
of Gen Z tourists.
Second: Identify differences in GenZ highland tour selection among demographic groups.
Third: Synthesize previous studies and propose a theoretical research model suitable to the
needs of Gen Z and the current Vietnamese context.
Business School of Business Administration
4. Research scope and content
Clearly define the key study topics and the project's scope.
- Research scope on students studying at FPT University at 3 campuses Ha Noi, Da Nang, Ho
Chi Minh.
- Qualitative research methods will be used to synthesize previous studies in order to build a
theoretical research model suitable for the Vietnamese context.
- Quantitative research methods will be used to test the theoretical research model, the
relationship between the factors, and the proposed hypothesis.

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- The Independent Samples Test will be used for qualitative variables with two values to test
the difference between GenZ and ethnic minorities in Vietnam.
- This study focuses on the tourism industry. Through scientific research methods to discover
the influencing factors to understand the behavior and needs of GenZ. From there, travel
companies will have marketing strategies and offer product packages that suit GenZ's needs, as
well as create a premise to help the government solve the problem of developing people's
economic lives in remote areas.

5. Approach
Describe research methodology and techniques appropriate for each issue of the project.

The research methods employed in this study are a hybrid of two types: quantitative and
qualitative. The combination of these two research methods was motivated by the unique nature
of the research context and the cultural characteristics of Vietnamese tourists, particularly the
Z generation. As a result, the cultural, social, and market contexts in Vietnam differ from those
found in previous studies in Western countries. As a result, qualitative research methods must
be used for preliminary exploratory analysis, learning about previous studies in order to develop
a model, and calibrating the scale between variables to fit the context of investigation in
Vietnam. In-depth interviews with tourism experts are used in the qualitative research method
to determine the scale appropriate for the context of Vietnam tourism while also building a
research model. In this study, quantitative research is used to test the relationships between the
factors in the research model as well as the theoretical model. Questionnaires were distributed
to Gen Z students studying at universities in three major cities: Hanoi, Da Nang, and Ho Chi
Minh City. The research findings are based on exploratory factor analysis (EFA), and SP22 is
the software used to analyze quantitative research findings.

Research Process Model

Factors that come from within:

Hypothesis 1 (H1): Factors influencing Gen Z's want to learn about and explore ethnic
minorities

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Hypothesis 2 (H2): Gen Z influencers want to relax and entertain in different places.
Hypothesis 3 (H3): Factors influencing family and friends' decisions to choose a tour
location
Factors coming from outside

Theory 4: (H4): Celebrities go to those locations

Hypothesis 5 (H5): Factors affecting travel costs
Hypothesis 6 (H6): Factors affecting the beauty of the place that Gen Z chooses.
Hypothesis 7(H7): Factors affecting cuisine in the selected location
Hypothesis 8(H8): Cultural influences on selected location

Hypothesis 9(H9): Factors affecting selected destination service

Hypothesis 10 (H10): Factors affecting the popularity of places

6. Research plan
Describe the research plan of the whole project (Give a concise description of each task, and
their expected results and time schedule as in the following table)
No. Date Task Output
1 Jun 23 22 The first meeting Got to know and understand the
research project, Efficient use of
platforms: Google Scholar
2 Jun 25 22 Search and select Take advantage of the strengths of
research topics. Vietnam, and the needs of customers
to select research topic.
3 Jun 27 22 Refer to old Got to know and understand:
research articles Vietnam foundation, Customers,
Behaviours, Benefits,…
4 Jul 3 22 Register for a Factors affecting selecting Vietnam
research project ethnic minorities travel
- Case of Vietnamese GenZ
5 Jul 7 22 The second meeting Learn the official template, set the
direction of the project
and delegate work to members.
6 Jul 10 22 The third meeting Check the progress of the work,
present some completed aspects.
7 Jul 14 22 The fourth meeting After completing the assigned work,
individuals present the work
and edit sections based on common
criteria.
8 Jul 15 22 Consult the sources Complete filtering and use of official
sources,
Included in the research paper

9 Jul 17 22 Publish the first Complete the research paper on time

research paper and comply with the template.

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 and the requirements of the program

10 Jul 17 22 The fourth meeting Comments from mentors, then

acknowledgement of inaccuracies
in the research paper, making
corrections within 24 hours.

11 Jul 18 22 Publish the second Editing research papers (Logic,

research paper Forgery, Plagiarism, ...), after
comments from mentors
12 Jul 20 22 The fifth meeting Mentors review the final research
paper and prepare it for submission.
13 Jul 21 22 Submit Submit the final research paper by
research paper the program deadline.
7. Expected results.
For example: new theories, methods, applications; scientific significance and potential
application, and plans to apply this research in reality.
- The study will find out that the factors affecting Gen Z's tour selection are not only internal
but also external factors. We can find new factors influencing the choice of tour, which are not
simply familiar factors. With this research, we can find new methods to promote tourism in
ethnic minority areas, contribute to stabilizing the social life of the people, and improve the
income of the indigenous people. We can consider and choose sustainable tourism development
models because Gen Z will become potential tourists and apply them in solving inadequacies
in destination selection in ethnic minorities.

- Scientific importance:

Theoretically, the research findings show that scientific evidence can be used to identify the
factors that influence the choice of tourism for ethnic minorities of the Z gene in Vietnam. The
theoretical model is determined in this study to reflect the overall relationship between the
factors influencing gene Z behavior when choosing the type of tourism in ethnic minority areas.
Testing this theoretical model in the context of Vietnamese tourism has provided empirical
evidence to enrich knowledge about tourist decision-making, particularly among Gen Z friends.

- In terms of practice:

The empirical evidence in this study shows how variation influences Gen Z's decision to visit
ethnic minority areas.

-Capability to apply research findings:

The findings of this study will assist tourism entities in developing appropriate marketing
strategies to attract visitors, particularly Gen Z, to tourist attractions in ethnic minority areas.
Furthermore, the development of this research model will assist tourist subjects in
understanding the needs and relationships between factors, thereby increasing revenue and
contributing to the development of tours. Tourism for ethnic minority communities

- The research results show important implications for businesses in understanding the needs
of Gen Z as well as factors affecting the choice of traveling to ethnic minority areas of Gen Z.
Vietnam. This is a research paper with high reference value for travel agencies. Through this,
they can put it into practice and create travel packages to the highlands that match the wishes
of Gen Z as well as improve the income of local people.

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8. References: APA format
APA Citation Guidelines, please visit:
https://owl.purdue.edu/owl/research_and_citation/apa_style/apa_style_introduction.html
Examples of citation and reference are listed as follows:
Conference In text Reference List Entry
Paper citation
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Presentation SIRAK affecting vacation destination choices of college students.
from the AYA, Anatolia, 8(3), 31-44.
Internet E., &
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LAN, R.
W.
(1997)
Paper 4. Mohaidin, Z., Wei, K. T., & Murshid, M. A. (2017). Factors
Presentation Mohaidi influencing the tourists’ intention to select sustainable tourism
from the n, Z., destination: a case study of Penang, Malaysia. International
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(2006)
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from the AYA, Anatolia, 8(3), 31-44.
Internet E., &
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LAN, R.
W.
(1997)

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