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Ly Thi Minh Pham,Wann Yih Wu,Hong Nga Do,Tuan Minh Phung 세계문화관광학회 2015 International Journal of Culture and tourism Resea Vol.8 No.1
The purpose of this study is to examine how brand equity, from a customer point of view, influences quick-service restaurant revisit intention. The authors propose a conceptual framework in which three dimensions of brand equity including brand associations combined with brand awareness, perceived quality, brand loyalty and perceived value are related to revisit intention. Data from 570 customers who have visited 4 quick-service restaurants in Ho Chi Minh City were used for the structural equation modeling (SEM) analysis. The results show that strong brand equity is significantly correlated with revisit intention. Additionally, the effect of brand equity on revisit intention was mediated by perceived value, among others. Overall, this study emphasizes the importance of perceived value in lodging customers' mind. Finally, managerial implications are presented based on the study results.
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( Ly Thi Minh Pham ),( Wann Yih Wu ),( Hong Nga Do ),( Tuan Minh Phung ) 세계문화관광학회 2015 International Journal of Culture and tourism Resea Vol.8 No.1
The purpose of this study is to examine how brand equity, from a customer point of view, influences quick-service restaurant revisit intention. The authors propose a conceptual framework in which three dimensions of brand equity including brand associations combined with brand awareness, perceived quality, brand loyalty and perceived value are related to revisit intention. Data from 570 customers who have visited 4 quick-service restaurants in Ho Chi Minh City were used for the structural equation modeling (SEM) analysis. The results show that strong brand equity is significantly correlated with revisit intention. Additionally, the effect of brand equity on revisit intention was mediated by perceived value, among others. Overall, this study emphasizes the importance of perceived value in lodging customers’ mind. Finally, managerial implications are presented based on the study results.
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The Influence of Tourism Motivation to Foreign Fourist's Intention to Engage in Vietnam Ecotourism
Thi Hong Nguyen,Thi Minh Ly Pham 세계문화관광학회 2015 International Journal of Culture and tourism Resea Vol.8 No.1
Objective - The goal of this paper aims to investigate and uncover variables that influence foreign tourist's intention to engage Vietnam ecotourism based on Theory of Planned Behavior (TPB) and post - material assumption. A conceptual model incorporates environmental beliefs, attitudes toward eco-tourism, behavioral indications, in combination with materialism and general tourism motivation. Design/methodology/approach - In this study, the online survey was conducted using. This study tests the hypotheses by surveying Taiwanese potential ecotourists. The statistical analysis method conduct-ed in this paper is Factor analysis using SPSS 20.0 version software. Findings - Results indicate that "personal seeking" - type of tourism motivation influencing foreign tourist's intention to engage in Vi-etnam ecotourism. Research Limitations - the sample was limited in Taiwanese and sample size may not represent the population of potential ecotourists. Implications - People become more and more concerned about environment, so that the ecotourism industry will continue to grow. We hope that the finding would provide a basic for understanding ecotourism in Vietnam for strategies to enhance envi-ronmental attitudes, beliefs, and ecotourism intention and behavior. The results suggest that ecotour-ism marketers should aim actively to increase consumers's pro-environmental beliefs. These efforts likely create favorable attitudes toward sustainable tourism in the long run in Vietnam as well as the strategies targeting approach across cultures, especially for segmentation variables such as tourism mo-tivation.
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Quantitative Trait Loci Associated with Heat Tolerance in Rice (Oryza sativa L.)
( Bui Chi Buu ),( Pham Thi Thu Ha ),( Bui Phuoc Tam ),( Tran Thi Nhien ),( Nguyen Van Hieu ),( Nguyen Trong Phuoc ),( Luong The Minh ),( Ly Hau Giang ),( Nguyen Thi Lang ) 한국육종학회 2014 Plant Breeding and Biotechnology Vol.2 No.1
A total of 310 BC2F2 lines derived from the cross of OM5930/N22 were evaluated for heat stress at flowering. Genetic map was set up with 264 polymorphic SSRs to detect linkage to the target traits. The map covers 2,741.63 cM with an average interval of 10.55 cM between two marker loci. Markers associated with heat tolerance were located mostly on chromosomes 3, 4, 6, 8, 10 and 11. The proportion of phenotypic variation explained by each QTL ranged from 17.1% for RM160 to 36.2% for RM3586. Four QTLs were detected for filled grains per panicle on chromosome 4 at the interval of RM468 - RM7076 and RM241 - RM26212, explaining 13.1 and 31.0% of the total phenotypic variation, respectively. Two QTLs controling unfilled grain percentage was also detected at loci RM554 and RM3686 on chromosome 3 explaining 25.0 and 11.2% of the total phenotypic variance. One QTL was detected for 1,000-grain weight located at the locus RM103 on chromosome 6, explaining 30.6% of the total phenotypic variance. Also, a QTL at the locus RM5749 on chromosome 4 was identified which explained 10.8% of the total phenotypic variance of grain yield. A single QTL at the interval of RM3586- RM160 on chromosome 3 was detected in conformity with the QTL findings for heat tolerance in previous studies.
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