HANOI METROPOLITAN UNIVERSITY
FACULTY OF FOREIGN LANGUAGES

RESEARCH METHODS IN APPLIED LINGUISTICS
END OF COURSE ASSIGNMENT

Topic: Research on tourism trends of Vietnamese
people after the COVID-19 pandemic in Hanoi:
Survey Research
Student’s name
Student’s code
Class

Course instructor

th

Hanoi, 12 May 2022


HANOI METROPOLITAN UNIVERSITY
FACULTY OF FOREIGN LANGUAGES

RESEARCH METHODS IN APPLIED LINGUISTICS
END OF COURSE ASSIGNMENT

Topic: Research on tourism trends of Vietnamese
people after the COVID-19 pandemic in Hanoi:
Survey Research
Student’s name
Student’s code

Class

Course instructor

th

Hanoi, 12 May 2022


ĐÁNH GIÁ CỦA GIẢNG VIÊN
Viết đề cương nghiên cứu
Tiêu chi
1

2

3

4
5
6

Tổng điểm

Giảng viên: Phạm Lan Anh


TABLE OF CONTENTS
INTRODUCTION...................................................................................................5
1.


Rationale......................................................................................................5

2.

Aim/Objectives/Research questions..........................................................5
2.1. Aim of the study .......................................................................................5
2.2. Objectives of the study ............................................................................5
2.3. Research questions...................................................................................5

3.

Scope of the study....................................................................................... 6

LITERATURE REVIEW.......................................................................................7
THEORETICAL FRAMEWORK.................................................................... 7
Table 1: Review the key issues on the topic under study.............................7
Table 2: Review previous studies on the topic under study.......................13
METHODOLOGY................................................................................................15
3.1. Research context ........................................................................................15
3.2. Research design ......................................................................................... 15
3.3. Participants  ............................................................................................... 15
3.4. Data collection instruments ......................................................................15
3.5. Data collection procedures ....................................................................... 16
3.6. Data analysis .............................................................................................. 16
REFERENCES (APA 6TH)..................................................................................17
APPENDICES.......................................................................................................19


INTRODUCTION

1. Rationale
Tourism plays a vital role in promoting Vietnam’s economy. The extensive investment
and constant rapid development of infrastructure and transport networks are an aim at
bringing more accessibility to major attractions in the country. Vietnam has a long
history of influences from the Chinese and the French, and its unique cultural traditions
are still maintained. Together with the stunning landscape and breathtaking sceneries,
these factors attract over 10 million visitors annually with revenues estimated to be at
USD 3.7 billion, according to Vietnam’s Ministry of Culture, Sports and Tourism.
However, the current tourism development is being affected by the COVID-19 pandemic,
which has profoundly affected the development of global tourism and Vietnam's tourism,
especially directly affecting the behavior of tourists, and tourists' travel decisions, putting
the entire tourism industry in a position of constant change to adapt and meet tourism
needs in the new situation.
With the desire to attract more visitors and recover the economy after the Covid 19
pandemic. Therefore, it is necessary to investigate to understand travel consumption
behavior. In particular, tourist motivation affects tourism demand or the number of tourist
arrivals to tourist destinations, so further research on tourism motivation is needed
(Rickly, 2019). The Covid-19 pandemic has created a global tourism crisis; all parties are
working together to accelerate the transformation of tourism adapted to current
conditions. From the reasons mentioned above, I decided to conduct a survey with the
title “Research on tourism trends of Vietnamese people after the COVID-19 pandemic in
Hanoi”. It has an in-depth understanding of customers to meet the requirements for
entrepreneurs to change the way they do business. The tourism industry can use the
information on the research results related to motivation and the types of tourists who
will travel after the pandemic in planning tourism activities and developing policies to
help attract more tourists who have been stopped from their tourism activities.
2. Aim/Objectives/Research questions
2.1. Aim of the study 
This study aims to grasp of tourism trends of Vietnamese people after the COVID-19
pandemic in Ha Noi. In order to traders can refer to the above information to develop

a plan, restoring the tourism economy after the pandemic, and attracts many domestic
tourists.
2.2. Objectives of the study 
This study aims to indentify the behavior of tourists and the tourist motivations after
the Covid-19 pandemic. Specifically, it investigates the types, the frequency and the
effectiveness of tourism trends.
2.3. Research questions


This research will be carried out with the overarching question of "What is the current
popular travel trend of Vietnamese people after the COVID-19 pandemic?". This
overarching question can be divided into sub-questions as follows:
How do travel motivations and preferences affect tourism trends?
Why is travel trends so important to the tourism industry?
Renovating tourism trends in the tourism industry: How can Vietnam
accelerate the recovery?
3. Scope of the study
The study focuses on the following contents:
Analyze travel trends based on the consumer behavior of tourists and
classify tourists.
The classification of tourists is divided into 4 categories: Organized mass
tourists, independent mass tourist, Explorer, and Drifter.
Analyze the expression of consumer behavior of tourists in 2 aspects:
preferences, tourism motivation.
The study will be conducted on 100 Vietnamese people living in Hanoi and having
financial ability.


LITERATURE REVIEW
THEORETICAL FRAMEWORK

Table 1: Review the key issues on the topic under study.
Topic/subtopic
Theme

Tourism
Classification


Tourism
Motivation



will affect
physical and
psychological
health if not done.
This description is
similar to several
research results
that examined the
motivation of
tourists to travel:
relaxation
motivation,
enriching and
learning
experiences,
participation in
recreational

activities,
increasing
personal values,
and social
experiences

Chen,
Shahvali, &
Petrick (2014)


Tourist
Typologies


trusted travel agent
only follows the travel
agent's flow as
planned by the travel
agent. Familiarity
level with a high but
minimal level of
novelty.
2. Independent mass
tourist. The type of
tourist who buys a
package tour but the
tour is not fully
planned, the tourist has
some control over his

travel time and plans
and is not tied to a
group. However, all
major arrangements
are still made through
travel agencies. The
itinerary is not much
different from the
travel agent's plan. The
familiarity level is still
dominant but has a
greater experience
level of novelty.
3. Explorer. These
types of tourists
arrange their own trips,
different from travel
plans in general, but
still pay attention to
comfortable and safe
accommodation,
transportation and
other tourist facilities.
Trying to blend with a
new environment at the
tourist destination but
retain some of the
basic routines and
comforts of the
original way of life.

These tourists are
concerned about the
risks involved if they


become involved
without paying
attention to their basic
needs.
4. Drifter. This type of
tourist is very different
from other tourists who
want a unique tour,
visit a place that is not
a favorite tourist
destination, try to blend
in with a new
environment, live in
the way of the people
in the places they visit.
They do not have a
fixed schedule and
clear travel destination.
The level of novelty is
very high, but the level
of familiarity is absent.
Table 2: Review previous studies on the topic under study
Author (Year)
Scott A. Cohen,
Girish Prayag &

Miguel Moital
(2013)

Anish Yousaf,
Insha Amin
& Jose Antonio
C. Santos (2018)


Dewi Ayu
Kusumaningrum,
Suci Sandi
Wachyuni
(2020)


METHODOLOGY
3.1. Research context 
This study will focus on data collected from people living in Hanoi. Because people
living in cities will have better financial capacity than people living in rural areas.
Besides, it becomes easier to collect research data from people living in the same area.
Covid 19 has had a strong travel impact. This is most evident in the period when
Vietnamese people have to social distance. People have to stay at home for a long time.
From there, tourism entertainment activities were also strongly affected because of the
closure.
The COVID-19 pandemic is still evolving very complicatedly, people have implemented
very well infection prevention methods and gradually formed a new lifestyle: From
shopping spending, eating habits, health care Especially, limiting contact in crowded places
has also become a great habit for everyone after the Covid 19 pandemic.


Therefore, changing and shaping tourism trends is an imperative element to help
businesses change to suit the current time and restore the economy.
3.2. Research design 
Survey research is defined as "the collection of information from a sample of individuals
through their responses to questions" (Check & Schutt, 2012, p. 160). This type of
research allows for a variety of methods to recruit participants, collect data, and utilize
various methods of instrumentation. Survey research is often used to describe and
explore human behavior, surveys are therefore frequently used in social and
psychological research (Singleton & Straits, 2009). Survey research is a useful and
legitimate approach to research that has clear benefits in helping to describe and explore
variables and constructs of interest. Moreover, online survey research is one of the most
popular survey research methods today. The cost involved in online survey research is
extremely minimal, and the responses gathered are highly accurate. Therefore, survey
research is chosen as the best design to use in the study. Therefore, survey research is
chosen as the best design to use in the study. 
A survey design will be used in this study to collect data and identify types of tourism
trends. A qualitative method will be used to investigate the behavior and motivations of
tourists. From there, it is possible to identify the latest trends for reference traders. The
data will be collected from an online questionnaire (Google Form) containing
statements that are rated on a 5-point Likert scale ranging from strongly disagree to
strongly agree and multiple choices. Data were analyzed using descriptive statistics, i.e.,
distribution of frequency, percentage, and average value. The sample was 100
Vietnamese respondents, and all data were valid to be analyzed in the study.
3.3. Participants  
The study will be conducted on 100 Vietnamese people living in Hanoi and having
financial ability.
3.4. Data collection instruments 
The data of this study will be collected through questionnaires



The survey questionnaire is a collection of mutiple choices and five-point Likert scale
questions.
The questionnaire is divided into three parts: the profile of respondents, the tourist
classification, and travel motivation
Respondent profiles include gender, age, educational and occupational background, and
several closed questions rela tourism interests after the pandemic. The second part
regarding the classification of tourists, which consists of statements, refers to Cohen's
theory. The third part is about motivation described in several statements, which refers to
and Gayatri's theory. The results will then be analyzed in simple quantitative terms, i.e.
the distribution of frequent percentage, and average value.
Specifically:
The first 5 questions are mainly related to the participants’ personal background such as
age, gender, relationship status, education background and occupation.
Questions 6 to 11 designed based on the theoretical framework, ask about the
types, frequency, and the effectiveness of behavior, motivation of tourists.
3.5. Data collection procedures 
The data collection process will be conducted on Facebook, collecting interactions
from friends, relatives and referrals from friends of friends. The research period will
last for one month or until there are 100 Vietnamese respondents.
3.6. Data analysis 
The data used in this study will be analyzed quantitatively. Data will be analyzed using
descriptive statistics i.e., the distribution of frequency, percentage, and average value.
This process will be collected directly from Google Forms from which to draw
conclusions.


REFERENCES (APA 6TH)
1.
Anish Yousaf, Insha Amin & Jose Antonio C. Santos (2018),
“Tourists’ motivations to travel: A theoretical perspective on the Existing

literature”,
/>2.
Bieger, T., & Laesser, C. (2002). Market segmentation by motivation: The
case of Switzerland. Journal of Travel Research, 41, 68–76.
3.
Buhalis, D., & Sinarta, Y. (2019). Real-Time Co-Creation and Nowness
Service: Lessons from Tourism and Hospitality. Journal of Travel & Tourism
Marketing, 36(5), 563–582.
4.
Coccossis, H., & Constantoglou, M. (2006). The use of typologies in
tourism planning: problems and conflicts. Volos: Econstor. 46th Congress of the
European Regional Science Association (ERSA) Enlargement, Southern Europe
and the Mediterranean. Volos: econstor.
5.
Chen, C., Shahvali, M., Petrick, J. (2014). Tourism Experiences as
a Stress Reliever. Journal of Travel Research,
6.
55 (2), 150-160. 10.1177/0047287514546223
7.
Cohen, E. (1972). Toward a Sociology of International Tourism. Political
Economics, 39(1), 164-182. Retrieved from />8.
Cohen, E. (1972), “Who is a Tourist? A Conceptual Clarification”,
Sociological
Review, Vol. 22, No. 4, pp.527-555. doi: 10.1111/j.1467-954X.1974.tb00507.x
9.
Crompton, J.L. (1979), “Motivations for Pleasure Vacation”, Annals of
Tourism
Research, Vol. 6, No. 4
10.
Dewi Ayu Kusumaningrum, Suci Sandi Wachyuni (2020), “The shifting

trends in travelling after the COVID-19 pandemic”, International Journal of
Tourism & Hospitality Reviews, DOI: 10.18510/ijthr.2020.724
11.
Dwisaputra, M., & Achnes, S. (2017). Motivasi Pengunjung ke Kota
Wisata Bukittinggi Sumatera Barat. Jurnal Online Mahasiswa Fakultas Ilmu
Sosial Dan Ilmu Politik Universitas Riau OM FISIP, 4(2), 1-13.
12.
Fan, D. X. F., Buhalis, D., & Lin, B. (2019). A tourist typology of online
and face-to-face social contact: Destination immersion and tourism encapsulation/
decapsulation. Annals of Tourism Research, 78(102757).
/>13.
Grzywacz, R., & Zeglen, P. (2016). Typology of tourists and their
satisfaction level. Scientific Review of Physical Culture, 6(1), 5-16.
14.
Harry Coccossis & Mary Constantoglou (2006), "The Use of Typologies
in Tourism Planning: Problems and Conflicts, ERSA conference papers
ersa06p712, European Regional Science Association.
15.
Hills, J. M. M. (1965), The Holiday: A Study of Social and Psychological
Aspects with Special Reference to Ireland, The Tavistock Institute of Human
Relations, London.
16.
Li, M. & Cai, A.L. (2013), “A sub cultural analysis of tourism
motivations”,


Journal of Hospitality & Tourism Research, Vol. 40, No. 1, pp. 85-113.
17.
Maslow, A.H. (1943), “A Theory of Human Motivation”, Psychological
Review, Vol. 50, pp. 370-396.



18.
Pitana, I. G., & Gayatri, P. G. (2005). Sosiologi Pariwisata.
Yogyakarta: Andi Offset.
19.
Scott A. Cohen, Girish Prayag & Miguel Moital (2014) Consumer
behaviour in tourism: Concepts, influences and opportunities, Current Issues in
Tourism, 17:10, 872-909, DOI:10.1080/13683500.2013.850064
20.
Simková, E. & Jindrich, H. (2014), “Motivation of Tourism
Participants”, Social and Behavioral Sciences, Vol. 159, pp. 660 -664.
doi.org/10.1016/j.sbspro.2014.12.455
21.
Vuuren, C., & Slabbert, E. (2011). Travel Motivations and Behaviour of
Tourists To A South African. Book of Proceedings Vol. I - International Conference
on Tourism & Management Studies - ALGARVE 2011, 295-304. Algarve.


APPENDICES
Part 1: Personal Background
1) Gender? (Male/Female/Unknown)
2) Age?
o
o
o
o

17-20 years old
21-30 years old

31-40 years old
>40 years old

3) Relationship status
o
o
o

Single
In a relationship
Married

4) Occupation
o
Student
o
Private Employee
o Government Employee
o Entrepreneur
o Lecturer
o Others
Part 2: Intention to travel
5) I have planned a trip after Pandemic: Yes/Maybe/No
6) Destination preferences: Domestic/Overseas /Domestic and Overseas
7) Type of destinations:
o
o
o
o
o


Nature Tourism
Culinary Tourism
Culture Tourism
Religious Tourism
Others

8) Length of the trip that has been planned
o
1-4 days
o 5-7 days
o >7 days
Part 3: Tourists’ Typology Identification
9) After the Pandemic is over, I want to travel where I have never been before
(1) Strongly disagree; (2) Disagree; (3) Neither agree nor disagree; (4) Agree; (5)
Strongly agree.


10) I prefer travelling alone or with just a few friends
(1) Strongly disagree; (2) Disagree; (3) Neither agree nor disagree; (4) Agree; (5)
Strongly agree.
11) After the Pandemic is over, I want to plan and create my travel itinerary
(1) Strongly disagree; (2) Disagree; (3) Neither agree nor disagree; (4) Agree; (5)
Strongly agree.
12) After the Pandemic is over, I want to travel and interact with the environment and
local people
(1) Strongly disagree; (2) Disagree; (3) Neither agree nor disagree; (4) Agree; (5)
Strongly agree.
13) After the Pandemic is over, I would like to travel using a travel agent
(1) Strongly disagree; (2) Disagree; (3) Neither agree nor disagree; (4) Agree; (5)

Strongly agree.
14) After the Pandemic is over, I would like to visit a well-known tourist destination
(1) Strongly disagree; (2) Disagree; (3) Neither agree nor disagree; (4) Agree; (5)
Strongly agree.
15) After the Pandemic is over, I want all my trips to be organized by travel agents and
tour guides
(1) Strongly disagree; (2) Disagree; (3) Neither agree nor disagree; (4) Agree; (5)
Strongly agree.
16) After the Pandemic is over, I only want to visit popular destinations
(1) Strongly disagree; (2) Disagree; (3) Neither agree nor disagree; (4) Agree; (5)
Strongly agree.
Drifter

✓

After the Pandemic is over, I want to travel where I have never been

✓

I prefer travelling alone or with just a few friends 3.5

before
Explorer

✓ After the Pandemic is over, I want to plan and create my travel itinerary
✓
After the Pandemic is over, I want to travel and interact with the environment
and local people

Individual mass tourist


✓
✓

After the Pandemic is over, I would like to travel using a travel agent
After the Pandemic is over, I would like to visit a well-known tourist destination


Organized mass tourist


✓

After the Pandemic is over, I want all my trips to be organized by travel
agents and tour guides

✓

After the Pandemic is over, I only want to visit popular destinations

Part 4: Travelling Motivation After Pandemic
17) I will travel after the Covid-19 Pandemic because I want to relax my body and mind
(1) Strongly disagree; (2) Disagree; (3) Neither agree nor disagree; (4) Agree; (5)
Strongly agree.
18) I will travel after the Covid-19 Pandemic because I want to know the local culture
(1) Strongly disagree; (2) Disagree; (3) Neither agree nor disagree; (4) Agree; (5)
Strongly agree.
19) I will travel after the Covid-19 Pandemic to meet new relatives, friends or friends
(1) Strongly disagree; (2) Disagree; (3) Neither agree nor disagree; (4) Agree; (5)
Strongly agree.

20) I will travel after the Covid-19 Pandemic to fulfil my need for self-recognition
(1) Strongly disagree; (2) Disagree; (3) Neither agree nor disagree; (4) Agree; (5)
Strongly agree.
21) I will travel after the Covid-19 Pandemic to find new things that are different from
usual
(1) Strongly disagree; (2) Disagree; (3) Neither agree nor disagree; (4) Agree; (5)
Strongly agree.
Physical on physiological motivation

✓

I will travel after the Covid-19 Pandemic because I want to relax my
body and mind
Cultural motivation

✓

I will travel after the Covid-19 Pandemic because I want to know the local
culture
Interpersonal motivation

✓

I will travel after the Covid-19 Pandemic to meet new relatives, friends

Social motivation

✓

I will travel after the Covid-19 Pandemic to fulfil my need for

selfrecognition
Fantasy motivation


I will travel after the Covid-19 Pandemic to find new things that are different
from usual
✓