Hue University Journal of Science: Economics and Development

FACTORS AFFECTING DINERS' MOTIVATION TO SHARE STREET FOOD EXPERIENCES IN HO CHI MINH CITY

2025-09-29T01:31:37+07:00

This study was conducted with the aim of investigating the factors affecting the motivation of diners to share their street food experiences in Ho Chi Minh City. Five factors were considered, of which four were related to the culinary environment (food quality, service quality, physical environment quality, and price perception) and one factor related to the individual diner (personal preference). From 190 valid survey samples analyzed using SPSS 26.0 software, the results showed that all five factors affected the motivation of diners to share their street food experiences. This is an important basis for tourism businesses in general and street food businesses in Ho Chi Minh City in particular to develop appropriate business strategies to encourage customers to share positive experiences. Thereby, not only spreading the values of street food but also contributing to enhancing the competitive advantage of Ho Chi Minh City as a destination in the tourism industry.

FACTORS AFFECTING THE QUALITY OF HUMAN RESOURCES IN COLLEGES

2025-12-15T07:17:08+07:00

Improving the quality of human resources in organizations in general and colleges in particular is extremely necessary in the current context. This article aims to explore the factors affecting the quality of human resources, with a focus on lecturers in colleges. Based on a survey of 364 lecturers from colleges in the South Central region, the study conducted exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modeling (SEM) to analyze the data. The research results show that three important factors affect the quality of human resources in colleges in the South Central region through enhanced trust and perceived task significance amongst lecturers, including the working environment, learning and knowledge-sharing culture, and reward and incentive policies of the school. Based on the research results, some managerial implications have been proposed to improve the quality of human resources at colleges in the South Central region.

FACTORS AFFECTING THE MAINTENANCE OF ORGANIC RICE PRODUCTION CONTRACTS: A CASE STUDY OF TWO COOPERATIVES IN THUA THIEN HUE

2026-01-06T15:05:48+07:00

This study focuses on identifying the factors affecting the maintenance of organic rice production contracts through examining a case study of two cooperatives, An Lo and Phu My 1, in Thua Thien Hue province. The production model in An Lo is based on a centralized cooperative coordination approach, while it is based on peer monitoring and the voluntary participation of Participatory Guarantee System (PGS) members in Phu My 1. A mixed method was used, based on earlier research findings in An Lo, 14 in-depth interviews with farmers taking part in Phu My 1, and two group interviews in each cooperative. The findings indicate that the two models differ significantly in terms of quality monitoring, production space, and farmer mobilization strategies. The voluntary participation model typically yields more reliable earnings because of using family labor and optimizing costs. One of the most important elements in maintaining contracts is economic efficiency, but sustainability is only enhanced when there is a strong enough institutional foundation and production organization mechanism to promote trust and boost farmer participation and engagement.

APPLICATION OF THE FUZZY ANALYTIC HIERARCHY PROCESS TO EVALUATE THE IMPORTANCE OF DIGITAL MARKETING COMPONENTS: EVIDENCE FROM THE HOTEL SECTOR

2025-11-06T03:30:38+07:00

Digital Marketing plays a critical role in brand building, customer acquisition, and service experience enhancement in the highly competitive tourism and hospitality industry, particularly in the premium segment of five-star hotels. Affluent customers often have elevated expectations, requiring personalized interactions and seamless engagement across multiple online platforms. Consequently, identifying and prioritizing the most effective Digital Marketing components has become a critical managerial challenge. This study employs the fuzzy analytical hierarchy process (FAHP), a robust multi-criteria decision-making tool capable of handling uncertainty and vagueness in expert evaluations. Applying FAHP, the study quantitatively assesses the relative importance of Digital Marketing components in the five-star hotel context and develops a systematic and rigorous analytical framework. The findings provide empirical evidence supporting hotel managers in strategic planning, marketing resource allocation, and strengthening competitive advantage. Furthermore, the study contributes methodologically by extending the application of FAHP to the hospitality and tourism sector.

IMPACT OF SERVICE QUALITY OF VNPT’S ONESME E-COMMERCE PLATFORM ON CUSTOMER SATISFACTION: EMPIRICAL EVIDENCE FROM A LUOI, HUE CITY

2025-11-19T01:58:33+07:00

This study aims to analyze the factors influencing customer satisfaction with VNPT’s oneSME platform, based on survey data collected from 193 customers in A Luoi, Hue City. A quantitative research design was employed, utilizing structured questionnaires and data analysis through reliability testing (Cronbach’s Alpha), exploratory factor analysis (EFA), and multiple linear regression. The results indicate that nine factors positively impact customer satisfaction, with empathy, system availability, and innovation emerging as the most influential contributors. The findings suggest that VNPT should prioritize strengthening customer empathy, ensuring technical system stability, and fostering continuous innovation to optimize user experience. These strategic improvements are essential not only for enhancing the competitiveness of the oneSME platform but also for promoting the broader digital transformation process among small and medium enterprises (SMEs) in Vietnam’s evolving digital economy.

THE MEDIATING ROLE OF ORGANIZATIONAL TRUST IN THE RELATIONSHIP BETWEEN ORGANIZATIONAL REPUTATION AND EMPLOYEE GREEN BEHAVIOR IN THE TOURISM INDUSTRY

2025-12-15T01:23:43+07:00

This study examines the mediating role of organizational trust in the relationship between organizational reputation and employee green behavior within tourism enterprises located in Xuan Huong Ward, Da Lat City, Lam Dong Province. The research emphasizes the internal psychological mechanisms through which organizational reputation is translated into environmentally responsible employee behavior. Data were collected from 367 valid surveys. The empirical results indicate that organizational reputation exerts a significant direct effect on employee green behavior and an indirect effect through organizational trust, confirming a partial mediation mechanism. In addition, servant-oriented leadership plays a moderating role by strengthening the impact of organizational reputation on organizational trust. The proposed model demonstrates substantial explanatory and predictive power, highlighting the importance of trust-building and leadership practices in fostering sustainable employee behavior in the tourism sector.

FACTORS AFFECTING THE ADOPTION INTENTION OF ARTIFICIAL INTELLIGENCE (AI) TOOLS IN LEARNING AMONG STUDENTS AT HUE UNIVERSITY

2026-01-10T07:53:00+07:00

The objective of this paper is to analyze the factors influencing AI tools’ adoption intention in the learning of students at Hue University. The framework was grounded in the integration of the theory of planned behavior (TPB) and the theory of reasoned action (TRA). Data was synthesized through direct surveys of 300 students from the member universities of Hue University, and the model was validated using structural equation modeling (SEM). The results indicate three factors, namely social influence, attitudes, and perceived behavioral control, affecting the behavioral intention. In which the attitude is influenced by perceived usefulness and perceived ease of use; these two factors directly impact attitudes and, indirectly, influence behavioral intention. Based on the research results, the study proposes some managerial implications to promote the adoption intention of AI tools more effectively in learning among students at Hue University.

PSO-OPTIMIZED DEEP LEARNING MODELS FOR STOCK PRICE FORECASTING: EVIDENCE FROM VCB STOCK

2025-12-19T09:57:02+07:00

Accurate stock price forecasting plays a crucial role in investment analysis and financial risk management. This study aims to improve the forecasting accuracy of the daily closing price of VCB stock listed on the Ho Chi Minh City Stock Exchange (HOSE) using deep learning models. Three architectures, namely LSTM, GRU, and BiLSTM, were developed and compared within a unified experimental framework. The forecasting task was formulated as a univariate time-series problem using only the closing price series, with a 10-to-1 sliding window approach in which the prices of the previous 10 trading sessions were used to predict the closing price of the following session. To reduce reliance on manual trial-and-error procedures, Particle Swarm Optimization (PSO) was employed to optimize key hyperparameters, including the number of hidden units, dropout rate, learning rate, and batch size. Experimental results show that PSO significantly improved the forecasting performance of all three models, with the optimized GRU achieving the best results on the test set, with an RMSE of 0.6851 and an R² of 0.9693. These findings provide empirical evidence for the effectiveness of integrating deep learning with hyperparameter optimization in stock price forecasting for the Vietnamese stock market.

FACTORS AFFECTING THE ACCEPTANCE OF ADOPTING DIGITAL TRANSFORMATION ON ONLINE SALES AT HUE HANDICRAFT ESTABLISHMENTS

2025-12-15T03:49:22+07:00

The study evaluates the impact of digital transformation on online sales among 90 handicraft producers in Hue, representing three craft groups: bronze casting, paper flowers, and wood carving. Based on the TOE framework, survey data were analyzed using Cronbach’s Alpha, EFA, KMO

Bartlett tests, and multiple regression. The findings indicate that digital transformation generates clear benefits, including market expansion, improved customer reach, and optimized order management. All three TOE factors

Technology, Organization, and Environmen

positively influence the level of digital transformation adoption, with Technology showing the strongest effect. Producers with market-oriented products, younger personnel, and flexible management exhibit higher levels of adoption. The study recommends enhancing digital skills training, improving technology and data infrastructure, fostering linkages among producers, e-commerce platforms, and logistics services, and strengthening local government support to improve the competitiveness of Hue’s handicraft sector.

DESTINATION IMAGE AND TOURIST BEHAVIORAL INTENTION: A NEED FOR A NEW APPROACH?

2026-02-12T01:20:19+07:00

Destination image and tourist intention constitute one of the core research themes in tourism studies. By employing a systematic review of the existing literature on the relationship between destination image and tourist intention and the assistance from MAXQDA software, this study successfully synthesizes the foundational body of knowledge in this domain. The findings indicate that destination image plays a critical role in shaping tourists’ behavioral intentions and serves as a powerful competitive instrument for fostering favorable tourist behaviors toward destinations, thereby enhancing destination brand equity. This article proposes a comprehensive conceptual framework of the relationship between destination image and tourists’ behavioral intentions, incorporating empirically validated mediating and moderating factors. The results provide valuable insights for both tourism scholars and practitioners by offering a deeper understanding of the complexity of destination image in influencing tourists’ intentions.

THE IMPACT OF ORGANIZATIONAL AND INDIVIDUAL FACTORS ON ACCOUNTANTS’ INTENTIONS TO ENGAGE IN UNETHICAL PROFESSIONAL BEHAVIOR IN HUE CITY

2026-01-23T00:58:27+07:00

This study aims to examine the effects of organizational and individual factors on accountants’ intentions to engage in unethical professional behavior in enterprises located in Hue City. Data were collected from 144 accountants and analyzed using regression models. The results indicate that ethical pressure from supervisors and attitudes toward unethical professional behavior have a positive effect on accountants’ intentions to engage in such behavior, with subjective norms acting as a mediating variable. However, perceived professional ethics do not have a statistically significant impact on the intention to engage in this behavior. Based on these empirical findings, the study proposes several managerial implications to assist organizations in fostering a transparent working environment and strengthening professional ethics education, thereby reducing the risk of unethical behavior among accountants.

THE IMPACT OF LIVESTREAMING ON SHOPPING BEHAVIOR IN THE FASHION INDUSTRY: A COMPARISON BETWEEN GENERATIONS X, Y, AND Z IN VIETNAM

2026-03-05T02:25:48+07:00

This study investigates the impact of factors in the livestreaming e-commerce environments on consumers’ impulse shopping behavior for fashion products while simultaneously analyzing the differences between generations X, Y, and Z through multi-group analysis. Based on the stimulus-organism-response framework, the research evaluates stimulus factors encompassing interactivity, entertainment, key opinion leader (KOL), time-limited promotions, broadcast timing, and the information of product quality. Quantitative data from 529 Vietnamese consumers who previously purchased fashion through livestream were processed using PLS-SEM combined with multi-group analysis on SmartPLS software. The results reveal that all examined environmental stimuli significantly drive impulse purchases. The research model achieves appropriate explanatory power, and significant differences between generations are noted regarding the level of influence of some factors. From this, this study offers managerial implications to support businesses and sellers in optimizing livestreaming strategies to suit the characteristics of different consumer generations.