Tạp chí Khoa học Đại học Huế: Kinh tế và Phát triển
type: channel
description: Tạp chí của Đại học Huế
language: en
publication name: Tạp chí Khoa học Đại học Huế: Kinh tế và Phát triển
items: MARKET POTENTIAL AND VALUE CHAIN ANALYSIS OF WILD AND CULTIVATED GANODERMA LUCIDUM IN THE BUFFER ZONE OF KON KA KINH NATIONAL PARK, VIETNAM
items: SERIOUS LEISURE IN WELLNESS TOURISM: DEVELOPING EVALUATION CRITERIA THROUGH BIBLIOMETRIC
items: SMART AGRICULTURE, SUSTAINABLE TOURISM, AND URBAN RESILIENCE: AN INTEGRATED APPROACH TO SUSTAINABLE DEVELOPMENT IN VIETNAM
items: LEGAL ISSUES IN DEVELOPING AGRICULTURAL CULTURAL TOURISM - A CASE OF THE NORTHERN MOUNTAINOUS PROVINCES OF VIETNAM
items: EVALUATING GREEN GROWTH PERFORMANCE AT THE LOCAL LEVEL: EMPIRICAL EVIDENCE FROM PHU THO PROVINCE, VIETNAM
items: POTENTIAL AND READINESS TO PARTICIPATE IN HIGH-INTEGRITY FOREST CARBON MARKET IN SON LA PROVINCE, VIETNAM
items: CONSTANT MARKET SHARE ANALYSIS OF VIETNAM’S SEAFOOD EXPORTS TO THE UNITED STATES AND CHINA
items: EXPLORING THE RELATIONSHIP BETWEEN ENVIRONMENTAL TAXATION AND ENERGY PRODUCTIVITY IN VIETNAM: AN ARDL ANALYSIS
items: INFLUENCER POWER IN HOSPITALITY: INFORMATIONAL SOCIAL INFLUENCE AND PARASOCIAL INTERACTION IN ONLINE HOTEL BOOKING
items: THE ROLE OF SOCIAL MEDIA COMMUNICATION IN PROMOTING VIETNAM'S TOURISM IN THE POST-COVID-19 ERA
items: IMPACT OF SERVICE QUALITY OF VNPT’S ONESME E-COMMERCE PLATFORM ON CUSTOMER SATISFACTION: EMPIRICAL EVIDENCE FROM A LUOI, HUE CITY
items: APPLICATION OF THE FUZZY ANALYTIC HIERARCHY PROCESS TO EVALUATE THE IMPORTANCE OF DIGITAL MARKETING COMPONENTS: EVIDENCE FROM THE HOTEL SECTOR
items: FACTORS AFFECTING DINERS' MOTIVATION TO SHARE STREET FOOD EXPERIENCES IN HO CHI MINH CITY
items: PSO-OPTIMIZED DEEP LEARNING MODELS FOR STOCK PRICE FORECASTING: EVIDENCE FROM VCB STOCK
items: FACTORS AFFECTING THE QUALITY OF HUMAN RESOURCES IN COLLEGES
items: THE MEDIATING ROLE OF ORGANIZATIONAL TRUST IN THE RELATIONSHIP BETWEEN ORGANIZATIONAL REPUTATION AND EMPLOYEE GREEN BEHAVIOR IN THE TOURISM INDUSTRY
items: FACTORS AFFECTING THE ACCEPTANCE OF ADOPTING DIGITAL TRANSFORMATION ON ONLINE SALES AT HUE HANDICRAFT ESTABLISHMENTS
items: FACTORS AFFECTING THE ADOPTION INTENTION OF ARTIFICIAL INTELLIGENCE (AI) TOOLS IN LEARNING AMONG STUDENTS AT HUE UNIVERSITY
items: DESTINATION IMAGE AND TOURIST BEHAVIORAL INTENTION: A NEED FOR A NEW APPROACH?
items: THE IMPACT OF ORGANIZATIONAL AND INDIVIDUAL FACTORS ON ACCOUNTANTS’ INTENTIONS TO ENGAGE IN UNETHICAL PROFESSIONAL BEHAVIOR IN HUE CITY
items: FACTORS AFFECTING THE MAINTENANCE OF ORGANIC RICE PRODUCTION CONTRACTS: A CASE STUDY OF TWO COOPERATIVES IN THUA THIEN HUE
items: THE IMPACT OF LIVESTREAMING ON SHOPPING BEHAVIOR IN THE FASHION INDUSTRY: A COMPARISON BETWEEN GENERATIONS X, Y, AND Z IN VIETNAM
items: A CONCEPTUAL MODEL OF MILLENNIAL TOURISTS’ DOMESTIC DESTINATION CHOICE: AN EXTENSION OF SOCIAL IDENTITY THEORY
items: HOW DOES CORPORATE SOCIAL RESPONSIBILITY INFLUENCE COMPETITIVENESS OF LUXURY HOTELS? THE MEDIATING ROLE OF ENVIRONMENTAL PERFORMANCE
items: FACTORS INFLUENCING RESIDENTS’ PARTICIPATION IN AGRITOURISM DEVELOPMENT: INSIGHT OF CAN THO CITY, VIETNAM
items: SUSTAINABLE TOURISM DEVELOPMENT IN CRAFT VILLAGES: A BIBLIOMETRIC ANALYSIS USING VOSVIEWER
items: COMMUNITY PARTICIPATION IN TOURISM DEVELOPMENT: A BIBLIOMETRICS ANALYSIS USING R BIBLIOSHINY
items: DESTINATION CHOICE BEHAVIOR OF GENERATION Z TOURISTS IN VIETNAM: ASSESSING THE ROLE OF TIKTOK SHORT VIDEOS
items: EXPLORING THE VALUE OF FRENCH ARCHITECTURE HERITAGE FOR TOURISM DEVELOPMENT IN HUE: THE LOCAL COMMUNITY’S PERSPECTIVE
items: Erratum: INFLUENCER POWER IN HOSPITALITY: INFORMATIONAL SOCIAL INFLUENCE AND PARASOCIAL INTERACTION IN ONLINE HOTEL BOOKING

MARKET POTENTIAL AND VALUE CHAIN ANALYSIS OF WILD AND CULTIVATED GANODERMA LUCIDUM IN THE BUFFER ZONE OF KON KA KINH NATIONAL PARK, VIETNAM
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description: This study analyzes the market potential and value chain of Ganoderma lucidum (lingzhi) in the buffer zone of Kon Ka Kinh National Park, Gia Lai Province, Vietnam. Despite its high medicinal and economic value, commercialization remains limited by unsustainable wild harvesting, low value addition, and unequal benefit distribution among the Banah ethnic group. Using a mixed-methods approach combining household surveys (n = 187), interviews, and focus groups, we mapped the value chain, assessed socioeconomic and ecological dynamics, and conducted a SWOT analysis to evaluate the feasibility of under-canopy cultivation. Results reveal that wild lingzhi stocks declined by 40% from 2020 to 2024 due to overharvesting, while foragers capture less than 25% of final retail prices. SWOT findings indicate strong community interest (60% of households) and ecological suitability for cultivation under acacia canopies as key strengths, alongside weaknesses such as low technical knowledge, limited financial access, and water scarcity. Opportunities include partnerships with private processors, participation in the One Commune One Product (OCOP) program, and adoption of certification schemes (organic, FairWild) to enhance traceability and market value. However, ongoing ecological decline, drought, and gender inequalities pose significant threats. The study emphasizes the need for an integrated strategy linking cultivation, value addition, cooperative marketing, and gender-sensitive capacity building. By applying the Sustainable Value Chain (SVC) framework, this research provides evidence-based insights for inclusive and ecologically responsible commercialization of non-timber forest products in Vietnam’s upland buffer zones.
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creator: Thi Thu Hue Ha
creator: Sy Hung Uong
rights: Copyright (c)
date: 2026-04-23
publication date: 2026-04-23
starting page: 5
ending page: 31
doi: 10.26459/hueunijed.v135i5S-1.8076

SERIOUS LEISURE IN WELLNESS TOURISM: DEVELOPING EVALUATION CRITERIA THROUGH BIBLIOMETRIC
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description: This study develops evaluation criteria for Serious Leisure (SL) in Wellness Tourism (WT), a rapidly growing yet under-measured sector in Vietnam. Employing a systematic review combined with bibliometric analysis (VOSviewer) on 287 publications retrieved from Scopus and Web of Science, of which 50 were selected for in-depth analysis following the PRISMA protocol, the study identified five major research clusters: (1) measurement and validation of SL scales, (2) effects of SL on hedonic and eudaimonic well-being, (3) conceptualization of WT experiences, (4) relationships among SL, satisfaction, and destination loyalty, and (5) integrated theoretical frameworks. Drawing on these clusters and Vietnam's WT development context, the study proposes a 15-item evaluation framework organized into five domains: serious leisure attributes, wellness experiences, well-being outcomes, environmental and service conditions, and post-experience behavioral intentions. Theoretically, the framework extends SL theory into the WT domain and clarifies the reflective–formative measurement distinction. Practically, it offers destination managers in Vietnam actionable criteria for designing and assessing serious leisure-oriented wellness tourism products.
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creator: Thi Phuong Nga Nguyen
creator: Huu Tuan Tran
rights: Copyright (c)
date: 2026-06-01
publication date: 2026-06-01
starting page: 181
ending page: 202
doi: 10.26459/hueunijed.v135i5S-1.8077

SMART AGRICULTURE, SUSTAINABLE TOURISM, AND URBAN RESILIENCE: AN INTEGRATED APPROACH TO SUSTAINABLE DEVELOPMENT IN VIETNAM
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description: This review article explores the critical intersection of smart agriculture, sustainable tourism, and urban resilience as a comprehensive framework for sustainable development in Vietnam. It analyzes the economic, social, and environmental benefits of smart agriculture and sustainable tourism while highlighting the severe threat of land subsidence in major urban centers, such as Ho Chi Minh City and Hanoi, drawing on the seminal research of Dinh Ho Tong Minh. The paper argues that an integrated policy approach, which includes the development of agritourism and addresses the root causes of subsidence, is essential for ensuring long-term economic prosperity, environmental protection, and social equity. Finally, it proposes a set of integrated policy recommendations for Vietnamese policymakers to navigate the complexities of modern development, ensuring that economic growth does not compromise the environmental and social foundations upon which it is built.
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creator: Nguyen Cam Chi
creator: Ho Tong Minh Dinh
creator: Ngo Yen Nhi
rights: Copyright (c)
date: 2026-04-23
publication date: 2026-04-23
starting page: 49
ending page: 61
doi: 10.26459/hueunijed.v135i5S-1.8103

LEGAL ISSUES IN DEVELOPING AGRICULTURAL CULTURAL TOURISM - A CASE OF THE NORTHERN MOUNTAINOUS PROVINCES OF VIETNAM
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description: Agricultural cultural tourism is emerging as a vital direction for sustainable development of cultural tourism in Vietnam, especially in the northern mountainous provinces, due to their rich agricultural landscapes, strong national cultural identity, and high levels of community participation. Despite significant opportunities, the practical implementation of this model faces major legal obstacles. Specifically, the current legal system has not yet established an integrated framework encompassing tourism, environment, land use, and cultural heritage; the regulations for recognizing agricultural tourism sites remain too rigid and inflexible; mechanisms for benefit sharing and community participation are not guaranteed; and tools to assess environmental impacts and carrying capacity of destinations have not been standardized. This article analyzes relevant regulations (the Tourism Law 2017; Environmental Protection Law 2020; Cultural Heritage Law 2024; and related decrees and decisions), reviews international studies and typical case examples from the region, and identifies the main legal gaps. On this basis, it proposes several solutions to improve the legal framework, including: establishing an integrated legal mechanism for agricultural cultural tourism; creating a certification scheme for “agricultural cultural tourism”; adopting policies to support benefit sharing with local communities; applying land use regulations more flexibly; and introducing a mechanism for environmental restoration deposits/guarantees.
subject: Special Issue: SAST 2025
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creator: Quang Vu
creator: Điệp Thành Trần
creator: Dam Thi Pham
creator: Hue Thi Thu H
rights: Copyright (c)
date: 2026-04-23
publication date: 2026-04-23
starting page: 33
ending page: 48
doi: 10.26459/hueunijed.v135i5S-1.8094

EVALUATING GREEN GROWTH PERFORMANCE AT THE LOCAL LEVEL: EMPIRICAL EVIDENCE FROM PHU THO PROVINCE, VIETNAM
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description: Abstract. This study investigates how Viet Nam’s National Green Growth Strategy is translated into practice at the provincial level, using Phu Tho Province as an in-depth case study. Employing an implementation-focused mixed-methods design, the research integrates secondary quantitative data with systematic policy and institutional analysis to assess green growth outcomes across agriculture, industry, energy, and tourism during the period 2018–2024. The analytical framework is grounded in the Triple Bottom Line approach, enabling an evaluation of economic performance, environmental sustainability, and social inclusiveness through harmonized indicators aligned with national strategies and international benchmarks. The results reveal that Phu Tho has achieved measurable progress in rural income enhancement, expansion of ecotourism linked to OCOP value chains, improvements in energy efficiency, and increased deployment of renewable energy. These outcomes suggest an emerging pattern of relative decoupling between economic growth and resource use at the subnational level. However, the analysis also identifies persistent constraints related to green finance readiness, institutional fragmentation, and uneven technical capacity, which limit the scalability and durability of green growth initiatives. The study contributes to the green growth literature by proposing a practical framework for operationalizing green growth at the provincial level and by empirically linking policy design, institutional coordination, and development outcomes. It further demonstrates that theory-informed descriptive analysis, based on secondary data and policy triangulation, can yield robust insights into subnational green growth pathways in developing-country contexts.
subject: Special Issue: SAST 2025
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creator: Dang Van Thanh
creator: Thi Thu Hue Ha
rights: Copyright (c)
date: 2026-04-23
publication date: 2026-04-23
starting page: 89
ending page: 116
doi: 10.26459/hueunijed.v135i5S-1.8255

POTENTIAL AND READINESS TO PARTICIPATE IN HIGH-INTEGRITY FOREST CARBON MARKET IN SON LA PROVINCE, VIETNAM
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description: This study evaluates the potential and readiness of Son La province to participate in the high-integrity forest carbon market (HIFCM). Utilizing a Multi-Criteria Analysis (MCA) framework, the research employs 44 specific indicators across three core pillars encompassing institutional, technical, and social dimensions aligned with international carbon standards and local implementation realities. Results indicate significant project potential, with approximately 86,000 hectares eligible for afforestation/reforestation (AR) and 59,000 hectares for REDD+ initiatives. The province achieved an overall readiness score of 0.54, placing it in the preparatory phase. While the institutional pillar is relatively advanced (0.6), significant bottlenecks remain in the technical (0.48) and social (0.46) dimensions. To enhance readiness, policy recommendations focus on establishing a common domestic carbon reserve mechanism and improving local technical capacity for scientific baseline monitoring. Socially, the province must prioritize transparent benefit-sharing frameworks and substantive community engagement to ensure long-term sustainability. These findings provide a strategic roadmap for local authorities to align with Vietnam’s Net Zero 2050 commitments and international integrity requirements.
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creator: Huong Tran Thi
creator: Duyen Tran Nhat Lam
rights: Copyright (c)
date: 2026-04-23
publication date: 2026-04-23
starting page: 63
ending page: 87
doi: 10.26459/hueunijed.v135i5S-1.8242

CONSTANT MARKET SHARE ANALYSIS OF VIETNAM’S SEAFOOD EXPORTS TO THE UNITED STATES AND CHINA
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description: Vietnam’s seafood industry is one of the country’s most important export sectors, but it faces growing competition and stricter standards in major markets such as the United States and China. This study applies the Constant Market Share Analysis (CMSA) method to examine the factors behind changes in Vietnam’s seafood exports to these two markets during 2010–2022. The results show that export growth in recovery periods was mainly driven by market expansion and interaction effects, particularly in the U.S. market. However, the competitive effect is often negative, especially in China, suggesting limitations in product competitiveness. The findings also indicate that exports to China rely largely on market demand, while the U.S. market depends more on structural advantages that help sustain export performance. These results highlight the importance of improving competitiveness and increasing the share of higher value-added seafood products.
subject: Special Issue: SAST 2025
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creator: Ngoc Mai Nguyen
creator: Thi Hao Nguyen
rights: Copyright (c)
date: 2026-05-26
publication date: 2026-05-26
starting page: 163
ending page: 179
doi: 10.26459/hueunijed.v135i5S-1.8321

EXPLORING THE RELATIONSHIP BETWEEN ENVIRONMENTAL TAXATION AND ENERGY PRODUCTIVITY IN VIETNAM: AN ARDL ANALYSIS
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description: This study investigates the impact of environmental taxation on green growth in Vietnam over the period 2010–2022, situated within the broader context of sustainable development and energy transition. Utilizing annual time-series data, the study employs the Autoregressive Distributed Lag (ARDL) model and its associated Error Correction Model (ECM) to examine both short-run dynamics and long-run relationships. Empirical results reveal that economic growth and renewable energy consumption are positively associated with energy productivity, particularly regarding the long-run coefficients. Renewable energy exhibits a relatively stable and positive relationship, highlighting its vital role in improving energy efficiency and supporting the transition toward a low-carbon economy. While environmental taxation is not statistically significant in the short run, it shows a positive long-run association. While the error correction term is negative and statistically significant, the Bounds test provides only limited evidence of cointegration, likely due to the small sample size. The findings suggest that environmental taxes have possible associations in the Vietnam context over the sample period. The study provides policy-relevant insights for improving environmental tax design and promoting sustainable growth strategies in emerging economies.
subject: Special Issue: SAST 2025
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creator: Nhat Lam Duyen Tran
creator: Hien Nguyen Thi
creator: Viet Nguyen
rights: Copyright (c)
date: 2026-05-04
publication date: 2026-05-04
starting page: 143
ending page: 161
doi: 10.26459/hueunijed.v135i5S-1.8372

INFLUENCER POWER IN HOSPITALITY: INFORMATIONAL SOCIAL INFLUENCE AND PARASOCIAL INTERACTION IN ONLINE HOTEL BOOKING
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description: In a digital age, social media influencers (SMIs) play the role of influential actors who influence consumer behavior in the hospitality industry, more specifically in the situation of online hotel booking. This research examines the condition in which the perception of power of SMIs with attractive and expert features, especially of their informational influence, has an impact on user parasocial interaction (PSI) in online hotel booking. It builds on the Social Influence Theory to study the links between the credibility of the source of information, informational social influence, and PSI among users of social media. The implemented survey, based on a dual-channel approach, offers two methods: the gathering of data in online travel communities through Facebook and the collection in Vietnamese hotels where the online travel agencies (OTAs) have partnerships. The structural equation modeling on the sample of 739 respondents who had both followed at least one SMI and booked online hotels in the recent six months was conducted. Conclusions indicate that the SMIs play a critical role in informational trust and emotional ties, which further determine consumers’ engagement and decision-making in digital hotel bookings.
subject: Special Issue: SAST 2025
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creator: Lam Ngoc Vi Nguyen
creator: Van Huy Le
creator: Van Hoa Le
rights: Copyright (c)
date: 2026-06-01
publication date: 2026-06-01
starting page: 203
ending page: 228
doi: 10.26459/hueunijed.v135i5S-1.8494

THE ROLE OF SOCIAL MEDIA COMMUNICATION IN PROMOTING VIETNAM'S TOURISM IN THE POST-COVID-19 ERA
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description: The tourism industry has long been one of Vietnam’s key economic pillars, contributing significantly to the country’s economic, cultural, and social development. However, the COVID-19 pandemic inflicted unprecedented disruption on global and Vietnamese tourism alike. In the post-pandemic context, social media communication has emerged as an indispensable tool for destination promotion and tourism recovery. This study employs qualitative content analysis, descriptive statistics, thematic analysis, and comparative methods to examine the role of social media platforms—particularly Facebook, TikTok, YouTube, and Instagram—in promoting Vietnam’s tourism from 2022 to 2025. The findings reveal that social media serves multiple strategic functions: as a rapid and wide-reaching information channel, as an inspiration and decision-support mechanism for travelers, as a tool for enhancing interaction and building trust, and as a vehicle for promoting sustainable tourism and cultural heritage values. The study concludes with policy recommendations for state management agencies and tourism enterprises aimed at maximizing the effectiveness of social media in destination marketing.
subject: Special Issue: SAST 2025
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creator: Tuan Doan Van
rights: Copyright (c)
date: 2026-05-04
publication date: 2026-05-04
starting page: 117
ending page: 141
doi: 10.26459/hueunijed.v135i5S-1.8400

IMPACT OF SERVICE QUALITY OF VNPT’S ONESME E-COMMERCE PLATFORM ON CUSTOMER SATISFACTION: EMPIRICAL EVIDENCE FROM A LUOI, HUE CITY
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description: 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.
subject: Original Article
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creator: Phan Thanh Hoan
creator: Nguyen Huu Nghi
rights: Copyright (c)
date: 2026-01-26
publication date: 2026-01-26
starting page: 81
ending page: 97
doi: 10.26459/hueunijed.v135i5A.7915

APPLICATION OF THE FUZZY ANALYTIC HIERARCHY PROCESS TO EVALUATE THE IMPORTANCE OF DIGITAL MARKETING COMPONENTS: EVIDENCE FROM THE HOTEL SECTOR
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description: 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.
subject: Original Article
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creator: Tong Viet Bao Hoang
creator: Le Thi Phuong Thanh
creator: Pham Xuan Hung
creator: Le Thi Phuong Thao
creator: Hoang Viet Hanh Nguyen
rights: Copyright (c)
date: 2025-12-10
publication date: 2025-12-10
starting page: 63
ending page: 79
doi: 10.26459/hueunijed.v135i5A.8080

FACTORS AFFECTING DINERS' MOTIVATION TO SHARE STREET FOOD EXPERIENCES IN HO CHI MINH CITY
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description: 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.
subject: Original Article
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creator: Bui Xuan Thang
creator: Tran Huu Tuan
creator: Than Trong Thuy
creator: Nguyen Hai Xuan
rights: Copyright (c)
date: 2025-10-22
publication date: 2025-10-22
starting page: 5
ending page: 25
doi: 10.26459/hueunijed.v135i5A.8039

PSO-OPTIMIZED DEEP LEARNING MODELS FOR STOCK PRICE FORECASTING: EVIDENCE FROM VCB STOCK
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description: 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.
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creator: Thai Hoa Tran
creator: Ngoc Luu Quang Le
creator: Lien Thi Quynh Le
rights: Copyright (c)
date: 2026-03-17
publication date: 2026-03-17
starting page: 157
ending page: 177
doi: 10.26459/hueunijed.v135i5A.8144

FACTORS AFFECTING THE QUALITY OF HUMAN RESOURCES IN COLLEGES
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description: 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.
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creator: Ai Nhan Nguyen
creator: Tan Quan Truong
creator: Trong Hung Hoang
rights: Copyright (c)
date: 2025-12-23
publication date: 2025-12-23
starting page: 27
ending page: 43
doi: 10.26459/hueunijed.v135i5A.8169

THE MEDIATING ROLE OF ORGANIZATIONAL TRUST IN THE RELATIONSHIP BETWEEN ORGANIZATIONAL REPUTATION AND EMPLOYEE GREEN BEHAVIOR IN THE TOURISM INDUSTRY
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description: 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.
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creator: Ta Hoang Giang
rights: Copyright (c)
date: 2025-12-31
publication date: 2025-12-31
starting page: 99
ending page: 124
doi: 10.26459/hueunijed.v135i5A.8171

FACTORS AFFECTING THE ACCEPTANCE OF ADOPTING DIGITAL TRANSFORMATION ON ONLINE SALES AT HUE HANDICRAFT ESTABLISHMENTS
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description: 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.
subject: Economics
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creator: Phan Van Hoa
rights: Copyright (c)
date: 2026-03-13
publication date: 2026-03-13
starting page: 205
ending page: 224
doi: 10.26459/hueunijed.v135i5A.8173

FACTORS AFFECTING THE ADOPTION INTENTION OF ARTIFICIAL INTELLIGENCE (AI) TOOLS IN LEARNING AMONG STUDENTS AT HUE UNIVERSITY
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description: 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.
subject: Original Article
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creator: Nguyen Phan Bao Nhi
creator: Hoang Trong Hung
creator: Hoang Ngoc Than
rights: Copyright (c)
date: 2026-02-25
publication date: 2026-02-25
starting page: 125
ending page: 155
doi: 10.26459/hueunijed.v135i5A.8201

DESTINATION IMAGE AND TOURIST BEHAVIORAL INTENTION: A NEED FOR A NEW APPROACH?
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description: 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.
subject: Tourism - Culture - Sustainability
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creator: Thi Nga Ton
rights: Copyright (c)
date: 2026-03-13
publication date: 2026-03-13
starting page: 179
ending page: 203
doi: 10.26459/hueunijed.v135i5A.8202

THE IMPACT OF ORGANIZATIONAL AND INDIVIDUAL FACTORS ON ACCOUNTANTS’ INTENTIONS TO ENGAGE IN UNETHICAL PROFESSIONAL BEHAVIOR IN HUE CITY
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description: 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.
subject: Accounting - Finance
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creator: Ho Thi Thuy Nga
creator: Viet Xuan Vu Le
creator: Phuong Linh Tran
creator: Van Tam Pham
creator: Ngoc My Van Le
rights: Copyright (c)
date: 2026-03-13
publication date: 2026-03-13
starting page: 247
ending page: 266
doi: 10.26459/hueunijed.v135i5A.8203

FACTORS AFFECTING THE MAINTENANCE OF ORGANIC RICE PRODUCTION CONTRACTS: A CASE STUDY OF TWO COOPERATIVES IN THUA THIEN HUE
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description: 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.
subject: Original Article
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creator: Huynh Bao Chau Tran
creator: Huynh Quang Minh Tran
rights: Copyright (c)
date: 2026-01-19
publication date: 2026-01-19
starting page: 45
ending page: 61
doi: 10.26459/hueunijed.v135i5A.8207

THE IMPACT OF LIVESTREAMING ON SHOPPING BEHAVIOR IN THE FASHION INDUSTRY: A COMPARISON BETWEEN GENERATIONS X, Y, AND Z IN VIETNAM
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description: 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.
subject: Business
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creator: Thi Van Le
rights: Copyright (c)
date: 2026-03-13
publication date: 2026-03-13
starting page: 225
ending page: 246
doi: 10.26459/hueunijed.v135i5A.8292

A CONCEPTUAL MODEL OF MILLENNIAL TOURISTS’ DOMESTIC DESTINATION CHOICE: AN EXTENSION OF SOCIAL IDENTITY THEORY
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description: In the era of globalization, the consumption of local products emerges as a key factor in promoting global sustainability, strengthening regional economies, and preserving cultural identities. However, there is limited research on this topic within the context of tourism. A deductive approach was utilized to propose four variables as antecedents of domestic destination choice. The underlying mechanisms in which these variables might lead to domestic destination choice are elaborated using social identity theory and the cognition-affect-behavior (C-A-B) model as the major theoretical underpinning. This study identifies the economic and socio-psychological motives behind the bias toward domestic tourism, along with the factors influencing tourists' perceptions of quality and value. Therefore, a conceptual model is developed to discuss the relative influences of tourism ethnocentrism, national identity, and perceived value on attitude and domestic destination choices, specifically targeting Millennials. Born between 1980 and 1999, this generation, commonly referred to as Millennials (or Generation Y), has emerged as a particularly fascinating consumer cohort. This conceptual paper has the potential to enhance the understanding of destination marketing theory and practice while providing a comprehensive view of the roles of national identity, tourism ethnocentrism, and perceived value toward tourism consumer behavior. Finally, key research propositions derived from the conceptual model outlined, along with suggestions for future research on tourism destination choice.
subject: Tourism - Culture - Sustainability
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creator: Phan Thao Nguyen
creator: Tran Thi Ngoc Lien
rights: Copyright (c)
date: 2025-03-05
publication date: 2025-03-05
starting page: 31
ending page: 51
doi: 10.26459/hueunijed.v134i5S.7679

HOW DOES CORPORATE SOCIAL RESPONSIBILITY INFLUENCE COMPETITIVENESS OF LUXURY HOTELS? THE MEDIATING ROLE OF ENVIRONMENTAL PERFORMANCE
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description: While the impact of corporate social responsibility (CSR) initiatives has been widely discussed in the literature, the mechanism of how CSR can promote competitiveness remains largely unexplored. This study takes a closer look at environmental performance (EP) as a mediator in the causal interaction between CSR and competitiveness in the accommodation sector, specifically in luxury hotels (4-5 stars). This study is considered a trend, as CSR-oriented innovation is increasingly seen not only as an answer to environmental needs but also as a driver of sustainable growth. Data were collected from 249 managers from various high-end resorts in Khanh Hoa, Vietnam, and Partial Least Squares Structural Equation Modeling (PLS-SEM) was utilized to analyze the data. The findings supported all hypotheses, indicating that the implementation of CSR activities not only ensures success in enhancing competitiveness but also positively affects the hotel's EP. The results of this study also confirm the mediating role of EP in the relationship between CSR and hotel competitiveness.
subject: Tourism - Culture - Sustainability
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creator: Huynh Cat Duyen
creator: Hoang Trong Hung
creator: Tran Thi Ngoc Lien
rights: Copyright (c)
date: 2025-03-05
publication date: 2025-03-05
starting page: 05
ending page: 30
doi: 10.26459/hueunijed.v134i5S.7694

FACTORS INFLUENCING RESIDENTS’ PARTICIPATION IN AGRITOURISM DEVELOPMENT: INSIGHT OF CAN THO CITY, VIETNAM
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description: This study enhances theoretical understanding by developing an integrated analytical framework that examines the impact of physical capital, human capital, social capital, and government policies on perceived benefits and residents’ participation in agritourism. To validate the research model, a survey was conducted, and Partial Least Squares Structural Equation Modeling (PLS-SEM) was applied to analyze 163 observations. The findings reveal that residents' perceptions of agritourism benefits significantly and positively influence their participation in tourism development activities. Furthermore, physical capital, human capital, social capital, and government support policies positively affect these perceptions, with government policies being the most influential. Based on these results, the study highlights the need to enhance residents' capabilities, promote local collaboration, and implement effective policies to foster participation and sustainable tourism development.
subject: Tourism - Culture - Sustainability
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creator: Nguyen Thi Huynh Phuong
creator: Hoang Thi Dieu Thuy
rights: Copyright (c)
date: 2025-05-30
publication date: 2025-05-30
starting page: 121
ending page: 139
doi: 10.26459/hueunijed.v134i5S.7719

SUSTAINABLE TOURISM DEVELOPMENT IN CRAFT VILLAGES: A BIBLIOMETRIC ANALYSIS USING VOSVIEWER
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description: This study presents a comprehensive bibliometric analysis of global academic research on sustainable tourism development (STD) in craft villages. Utilising data from the Scopus and Web of Science databases, 554 peer-reviewed journal articles published between 2001 and 2024 were analysed through VOSviewer for bibliometric analysis. The analysis highlights key research trends, thematic clusters, influential scholars, and prominent institutions contributing to this growing field. Results indicate a significant increase in publications over the past decade, underscoring a heightened scholarly interest at the intersection of sustainability, tourism, and traditional craft heritage. Despite this upward trend, empirical investigations into the practical effectiveness of sustainability policies in craft villages remain limited. Consequently, the study calls for further research to evaluate the long-term socio-economic and cultural impacts of STD initiatives. This paper provides a foundational overview of the intellectual structure of the field and suggests future research directions to enhance sustainable development practices in traditional craft village contexts.
subject: Tourism - Culture - Sustainability
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creator: Nguyen Quang Vu
creator: Doan Thi My Hanh
creator: Do Thi Thao
rights: Copyright (c)
date: 2025-05-23
publication date: 2025-05-23
starting page: 53
ending page: 85
doi: 10.26459/hueunijed.v134i5S.7766

COMMUNITY PARTICIPATION IN TOURISM DEVELOPMENT: A BIBLIOMETRICS ANALYSIS USING R BIBLIOSHINY
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description: This study aims to consolidate the research situation of community participation in tourism development from 1991 to 2025. The annual publication results show that the number of publications is continuously increasing; 2024 had the highest number of publications (526), indicating that research in this field is in a stage of development. The United States leads in the number of publications and has a steady growth rate. Notable influential authors in this field include Rasoolimanesh, S. M., and Jaafar, M. This study examines the development process of this field through three stages. The results show that the stage (2021-2025) reflects a trend toward practical applications, linking community empowerment with ecosystems and technology, and reflects a growing interest in environmental, emotional, and endogenous values in tourism. Emerging themes regarding geotechnology, ecological sustainability, and a focus on local community participation in entrepreneurship, as well as residents' emotional attachment to the destination. Based on the identified gaps, the study proposed four potential research directions: entrepreneurship and the local economy, perceptions of the impacts of tourism development and the emotions of local communities, environmental crises and tourism model transformation, and integrating technology in destination management.
subject: Tourism - Culture - Sustainability
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creator: Truong Thi Thu Lanh
creator: Le Chi Cong
creator: Ho Thi Huong Lan
rights: Copyright (c)
date: 2025-06-11
publication date: 2025-06-11
starting page: 105
ending page: 120
doi: 10.26459/hueunijed.v134i5S.7799

DESTINATION CHOICE BEHAVIOR OF GENERATION Z TOURISTS IN VIETNAM: ASSESSING THE ROLE OF TIKTOK SHORT VIDEOS
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description: This study applies the extended Information Acceptance Model (IAM) to examine the impact of short videos on TikTok social media on the decision to choose the destination of Generation Z tourists in Hanoi, Vietnam. A total of 356 survey responses from tourists at various tourist sites in Hanoi were collected. The results from cluster analysis and structural equation modeling indicate that for Generation Z in Vietnam, information needs and source credibility are the two most significant factors driving the choice of travel destinations. This study contributes to the growing body of experimental research on the impact of short videos on TikTok within the context of tourism marketing and consumer decision-making in the digital environment. These findings will assist tourism marketers in utilizing short-video sharing platforms more effectively as part of future marketing strategies.
subject: Tourism - Culture - Sustainability
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creator: Nguyen Dinh Tien
creator: Vu Dinh Hoa
creator: Nguyen Thi Ngoc Anh
rights: Copyright (c)
date: 2025-06-10
publication date: 2025-06-10
starting page: 87
ending page: 104
doi: 10.26459/hueunijed.v134i5S.7839

EXPLORING THE VALUE OF FRENCH ARCHITECTURE HERITAGE FOR TOURISM DEVELOPMENT IN HUE: THE LOCAL COMMUNITY’S PERSPECTIVE
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description: During the French colonial period, Hue was meticulously planned, leading to a rich collection of French architectural works that blend Eastern and Western influences. These structures not only hold historical significance but also contribute to the aesthetic and symbolic identity of the city. This study investigates the local community’s perceptions of the value of French architectural heritage in Hue, especially in terms of its role in tourism development. The goal of this study is to explore the level of local residents' awareness of the historical value of French architecture while evaluating their understanding of its broader cultural, aesthetic, and functional potential. The research will focus on analyzing the impact of an overemphasis on historical value and propose solutions for developing effective tourism programs that can leverage the additional values of French architecture. Using stakeholder theory and cultural capital theory, the study examines how local perceptions influence the preservation and promotion of French heritage. The findings show that while local residents recognize the historical importance of these structures, their understanding of their broader cultural, aesthetic, and functional value remains limited. The overemphasis on historical value has hindered the development of tourism programs that could harness these additional aspects. The study suggests that enhancing public awareness through educational programs and community engagement can support the sustainable development of heritage tourism in Hue, ensuring that the city's rich architectural heritage is preserved for future generations
subject: Tourism - Culture - Sustainability
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creator: Nguyen Vu Quynh Thi
creator: Mai Le Quyen
rights: Copyright (c)
date: 2025-09-30
publication date: 2025-09-30
starting page: 141
ending page: 162
doi: 10.26459/hueunijed.v134i5S.7895

Erratum: INFLUENCER POWER IN HOSPITALITY: INFORMATIONAL SOCIAL INFLUENCE AND PARASOCIAL INTERACTION IN ONLINE HOTEL BOOKING
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description: Erratum: This article was originally published in Vol. 134, No. 5S (2025). It has been reassigned to its correct position in Vol. 135, No. 5S-1 (2026). Please use the updated citation information.DOI: https://doi.org/10.26459/hueunijed.v135i5S-1.8494
subject: Tourism - Culture - Sustainability
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creator: Lam Ngoc Vi Nguyen
rights: Copyright (c)
date: 2025-12-31
publication date: 2025-12-31
starting page: 189
ending page: 214
doi: 10.26459/hueunijed.v134i5S.8156