Hue University Journal of Science: Economics and Development

CUSTOMER PERCEPTION AND ACCEPTANCE OF CHATBOTS IN CUSTOMER SERVICE: CASE STUDY AT VNPT HUE

Nguyen Thi Thuy Đat, Bui Thi Thanh Nga, Nguyen Thi Phuong Thao — Wed, 02 Apr 2025 00:00:00 +0000

The authors conducting this research aim to explore consumer acceptance of chatbots in customer service in VNPT Hue. Based on data collected from 185 users through a convenience sampling approach, the study utilized SPSS 20.0 software to perform descriptive statistical analysis. The results indicate that consumers have a relatively positive perception of chatbots, and there are four factors influencing the chatbot adoption. Certain administrative implications are proposed to help increase awareness and use of chatbot services in the telecommunications industry.

THE EVOLUTION OF AGRITOURISM: A COMPREHENSIVE ANALYSIS OF INFLUENCING FACTOR

Do Thi Thao — Tue, 13 May 2025 00:00:00 +0000

In recent years, agritourism has captured significant interest from researchers due to its potential for fostering sustainable development in rural areas and preserving local cultures. However, comprehensive analyses of the factors influencing the growth of this sector remain limited. This study employs Bibliometric and content analysis methods using the Scopus database, covering 427 articles published from 1991 to 2025 through the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) guideline to provide a clearer and more comprehensive picture of agritourism development. The findings indicate a global increase in publications and international collaboration efforts, particularly among countries like the United States, Italy, China, Japan, and South Korea. Co-occurrence and thematic evolution analyses reveal a shift from traditional rural experiences to high-tech, sustainable tourism models, highlighting trends in digital marketing and personalized tourist experiences. The knowledge framework developed from this study integrates factors from both the demand side, such as tourists' perceptions of sustainability and their use of technology, and the supply side, which includes infrastructure development, human resources, resilience, and community engagement. This research significantly contributes to a deeper understanding of the dynamics shaping agritourism, offering valuable insights for policymakers, researchers, and practitioners seeking to advance sustainable agritourism development.

EWOM IN THE TOURISM AND HOSPITALITY INDUSTRY: A BIBLIOMETRIC ANALYSIS USING CITESPACE

Vu Dinh Hoa, Tran Huu Tuan, Nguyen Thi Ngoc Anh, Doan Van Tuan — Wed, 05 Mar 2025 00:00:00 +0000

A thorough literature review is essential for systematizing and evaluating prior studies, as it helps identify knowledge gaps and guide future research directions. This study employs the CiteSpace scientometric analysis tool to comprehensively assess the academic works on eWOM in the tourism and hospitality industry. The bibliometric analysis, based on 932 articles indexed in the Web of Science Core Collection and Scopus from 2000 to September 2024, reveals that eWOM profoundly impacts activities within the tourism and hospitality sectors. Four major research themes are identified, including studies on the role and relationship of eWOM with tourists' decision-making, eWOM and sustainable tourism, eWOM, and new technological applications in the tourism and hospitality industries. Additionally, the study suggests future research directions, emphasizing the need to explore further the impact of emerging technologies, social media platforms, and consumer psychology on behavior in the tourism and hospitality sectors.

LIVE STREAMING AND SALES PROMOTION IN ONLINE IMPULSIVE BUYING BEHAVIOR: A BIBLIOMETRIC NETWORK ANALYSIS

Nguyen Thu Ha, Nguyen Thanh Tuyen, Nguyen Tien Dung, Pham Mai Chi — Wed, 21 May 2025 00:00:00 +0000

Online impulsive buying behavior is an area that has attracted much attention. Customers are heavily influenced by tools and promotions on online shopping platforms, especially live streaming in recent years. Due to the growth and importance of this area, our study was designed to investigate its development trends. With data including 260 articles from 2001 to 2024 collected on the SCOPUS database, we conducted bibliometric analysis and network analysis using the Biblioshiny of R Studio package and VOSviewer software to identify the research trend and emerging research themes. The trend of research is presented by descriptive analyses, including annual growth of articles, the most impactful author, distributions, and topic keywords. In addition, network analysis helps to identify prominent research clusters: (i) impulsive buying in live streaming; (ii) factors affecting online impulsive buying; (iii) hedonic values and emotional responses; (iv) social interaction, trust, and influencers; and (v) psychological drivers. Then, some of the research gaps include looking at the impact of live streaming and advertising together, the ability to diversify and combine elements/groups of elements, focusing on different customer demographics, interaction-based research, focusing on research on e-commerce platforms, and the impact of artificial intelligence, machine learning, and virtual reality on online impulse buying behavior.