VIETNAM NATIONAL UNIVERSITY,

HANOI INTERNATIONAL SCHOOL

REPORT
Marketing Research
Research factors affecting the decision to use health
tourism services of people who live and work in Hanoi
CLASS CODE: BSA3012.01
Lecturer: Lê Văn Sơn

Group 7
Name Student ID Contribution

Nguyễn Trang Nhung 20070290 100%

Nguyễn Thị Thúy Huyền 20070202 100%

Lê Quỳnh Vân 19071095 100%

Mạc Hương Huyền 20070730 100%

Nguyễn Thị Phương Nhung 20070767 100%

Hanoi, June 2023

 Contents
CHAPTER I: INTRODUCTION..............................................................................................................................3
1.1. MARKET OVERVIEW......................................................................................................................................3
1.1.1. Background and necessity of the research...........................................................................................3
1.1.2. Necessity of the research......................................................................................................................3
1.2. THE RESEARCH OBJECTIVE............................................................................................................................3
1.3. THE RESEARCH SCOPE...................................................................................................................................3
1.3.1. Research object....................................................................................................................................3
1.3.2. Research scope......................................................................................................................................3
1.4. THE RESEARCH DESIGN.................................................................................................................................4
CHAPTER II: LITERATURE REVIEW.................................................................................................................4
2.1 INTRODUCTION TO HEALING TOURISM SERVICES...........................................................................................4
2.2. WHAT ARE THE SERVICES OF HEALING TOURISM?........................................................................................5
2.3. CONSUMER DECISION MAKING PROCESS IN SERVICES MARKETING..............................................................6
2.3.1. Problem recognition.............................................................................................................................6
2.3.2. Information search...............................................................................................................................7
2.3.3. Alternatives evaluation.........................................................................................................................7
2.3.4. Purchase decision................................................................................................................................8
2.3.5. Post-purchase evaluation.....................................................................................................................8
2.4. HOW DO CUSTOMER DECISIONS AFFECT THIS FORM OF TOURISM?...............................................................8
2.5. FACTORS DETERMINING CUSTOMER DECISION............................................................................................10
2.5.1. External factors..................................................................................................................................10
2.5.2. Internal factors...................................................................................................................................10
CHAPTER III: HYPOTHESES..............................................................................................................................11
3.1. RESEARCH MODEL.......................................................................................................................................11
CHAPTER IV: RESEARCH METHOD................................................................................................................11
4.1. INSTRUMENT...............................................................................................................................................11
4.2. RESEARCH SAMPLE.....................................................................................................................................12
4.1.2. Sample.................................................................................................................................................12
4.2.2. Sampling method................................................................................................................................12
4.2.3. Sample size.........................................................................................................................................13
4.3. RELIABILITY ANALYSIS BY CRONBACH’S ALPHA........................................................................................13
4.3.1. Exploratory factor analysis................................................................................................................13
4.3.2. Regression analysis............................................................................................................................15
CHAPTER V: DATA ANALYSIS AND HYPOTHESIS TESTING...................................................................17
5.1. DESCRIPTION ANALYSIS..............................................................................................................................17
5.2. CRONBACH'S ALPHA TEST...........................................................................................................................18
5.3. CHECK FOR SUITABILITY.............................................................................................................................18
5.4. VARIANCE...................................................................................................................................................19
5.5. MULTIVARIATE REGRESSION ANALYSIS......................................................................................................19
CHAPTER VI: LIST OF QUESTIONS.................................................................................................................24

1
 APPENDIX 1. QUESTIONNAIRE............................................................................................................................24
APPENDIX 2. SPSS DESCRIPTIVE STATISTIC.........................................................................................................28
CHAPTER VII: DISCUSSION AND CONCLUSION..........................................................................................38
REFERENCE............................................................................................................................................................39

2
CHAPTER I: INTRODUCTION
1.1. Market overview
1.1.1. Background and necessity of the research
Heal tourism is simply understood to include activities that combine healthy therapies
to take care of the body (spa, yoga, sports, vegan eating, etc.) and the spirit
(meditation, sound, painting, etc.) during a vacation or travel, in order to
comprehensively support the health of body and mind. As the world develops, people's
psychological and spiritual health declines, so the need for healing is increasing, especially
those living in big cities. They are willing to spend a decent amount of money on these
healing tours.
1.1.2. Necessity of the research
For a type of tourism that is still quite new and has a lot of potential like this, there are
still few businesses exploiting it. As a result, the needs of customers are not met.
Meanwhile, resources are very abundant. Faced with that situation, it is very necessary
to find out the preferences, habits and needs of customers for this type of tourism. The
analysis of our team hopes to contribute to understanding the needs of customers and
exploiting as well as expanding and enhancing this type of tourism.
1.2. The research objective
● Find out customer needs for healing tourism.
● Find out the internal and external factors of customers that affect their need to
use healing tourism services.
● Measuring customer satisfaction for services in healing travel.
● Measure the correlation between customers' decisions and factors that make
them use healing tourism services. If there is a correlation, continue to measure
their intention to use the service through influencing factors.
● Through research to propose solutions to help this type of tourism be known to
many people, and at the same time, improve the quality as well as enhance
related services.
1.3. The research scope
1.3.1 Research object
Male/Female living in Hanoi belong to Gen Y, Gen Z are interested in health and have
a need for healing.
1.3.2. Research scope
● Research space: universities, graduate schools, high schools, companies

3
 ● Research period: 10/03 - 01/06/2023
● Survey time: April 07 - May 15, 2023
1.4. The research design
This thesis is divided into seven chapters, as presented as follows:
● Chapter I: Introduction
This part introduces briefly about the research, the necessity of it, research objectives,
research questions and scope.
● Chapter II: Literature review
This chapter will provide a theoretical framework for the research. It includes
fundamental concepts about Entrepreneur Event Model as well as Theory of Planned
Behaviors.
● Chapter III: Hypotheses
This chapter will provide an explanation on the research model and the hypotheses
used in this research.
● Chapter IV: Research Methodology
This chapter will describe the data collection and analyzing process which are
methods based on previous literature.
● Chapter V: Data presentation and findings
This chapter will give a description of data collected, and then show analysis results
from SPSS software, version 20 and then test the proposed hypothesis.
● Chapter VI: List of questions
This chapter will address specific questions in our survey, as well as descriptive
statistics about Spss.
● Chapter VII: Discussions and conclusion
This chapter will answer the research questions, discuss research findings as well as
giving some suggestions or any solutions to the found results, limitations and further
research direction.

CHAPTER II: LITERATURE REVIEW

2.1. Introduction to healing tourism services
Heal tourism is a type of tourism that aims to restore and improve the health of
travelers through stress reduction, relaxation and wellness activities. These activities
may include

4
yoga, exercise, massage, nutrition instruction, breathing practices, and spiritually
focused activities.
Healing travel can help you reduce stress, lift your spirits, boost your health and
restore your body after stressful working hours or experiencing difficult life
experiences. In addition, healing tourism also helps visitors learn about the health care
and spiritual focus methods of different regions, as well as visit and explore beautiful
and interesting tourist sites.
Healing tourism is not only a form of entertainment, but also a way for travelers to
find balance and harmony between body, mind and mind, while improving their
quality of life and overall health.

2.2. What are the services of healing tourism?

Healing tourism services encompass a wide range of offerings that are designed to
promote health, well-being, and relaxation. Here are some common services provided
in healing tourism:
- Spa Treatments: Spas are a key component of healing tourism, offering various
treatments such as massages, facials, body scrubs, and wraps. These services aim to
relax muscles, improve circulation, rejuvenate the skin, and promote overall
relaxation.
- Wellness Programs: Healing tourism destinations often offer comprehensive
wellness programs that include activities like yoga, meditation, fitness classes, and
nutritional counseling. These programs are designed to enhance physical fitness,
reduce stress, and promote a healthy lifestyle.
- Medical Procedures: In the field of medical tourism, individuals travel to receive
specialized medical treatments or procedures. These can include elective surgeries,
dental treatments, fertility treatments, cosmetic procedures, and more. Medical
tourism allows individuals to access high-quality healthcare services at more
affordable prices or to seek treatments that may not be available in their home
country.
- Alternative and Complementary Therapies: Many healing tourism destinations
provide alternative and complementary therapies such as acupuncture, Ayurveda,
traditional Chinese medicine, naturopathy, energy healing, and more. These therapies
aim to restore balance, address specific health concerns, and promote holistic well-
being.
- Mindfulness and Meditation Programs: Healing tourism often includes
mindfulness and meditation programs that teach individuals techniques for stress
reduction, relaxation, and self-reflection. These programs may involve guided meditation
sessions, mindfulness workshops, and mindfulness-based stress reduction techniques.

5
- Detoxification Programs: Some healing tourism destinations offer detoxification
programs that aim to cleanse the body of toxins and promote overall health. These
programs may involve specialized diets, fasting, herbal treatments, and other therapies
to support the body's natural detoxification processes.
- Spiritual Retreats: Spiritual retreats are focused on personal growth, inner peace,
and connecting with one's spiritual side. They may include activities like meditation,
yoga, chanting, prayer, and spiritual guidance to promote self-discovery and a deeper
sense of purpose.
- Relaxation and Leisure Activities: Healing tourism services often include access to
leisure and relaxation activities such as swimming pools, saunas, hot springs, nature
walks, and guided tours. These activities provide opportunities for relaxation,
recreation, and exploration.
- Nutrition and Healthy Eating Programs: Many healing tourism destinations offer
nutrition and healthy eating programs that focus on educating individuals about
balanced diets, proper nutrition, and incorporating healthy eating habits into their
daily lives. These programs may include cooking classes, nutritional consultations,
and customized meal plans.
- Mental Health and Stress Management: Some healing tourism services address
mental health and stress management through counseling sessions, therapy,
workshops on stress reduction techniques, and programs that focus on mental and
emotional well- being.
It's important to note that the specific services offered may vary depending on the
destination, resort, or retreat center. Each healing tourism provider may have a unique
combination of services tailored to their expertise and the needs of their guests.
2.3. Consumer decision making process in services marketing
The consumer decision-making process involves five basic steps. This is the process
by which consumers evaluate making a purchasing decision. The 5 steps are problem
recognition, information search, alternatives evaluation, purchase decision and post-
purchase evaluation.
2.3.1. Problem recognition
The first step of the consumer decision-making process is recognizing the need for a
service or product. Need recognition, whether prompted internally or externally,
results in the same response: a want. Once consumers recognize a want, they need to
gather information to understand how they can fulfill that want, which leads to
step two. But how can you influence consumers at this stage? Since internal stimulus
comes from within and includes basic impulses like hunger or a change in lifestyle,
focus your sales
6
and marketing efforts on external stimulus. Develop a comprehensive brand campaign
to build brand awareness and recognition- you want consumers to know you and trust
you. Most importantly, you want them to feel like they have a problem only you can
solve.

2.3.2. Information search

Figure 1. Content Map With Funnel (B2C)

When researching their options, consumers again rely on internal and external factors,
as well as past interactions with a product or brand, both positive and negative. In the
information stage, they may browse through options at a physical location or consult
online resources, such as Google or customer reviews. Your job as a brand is to give
the potential customer access to the information they want, with the hopes that they
decide to purchase your product or service. Create a funnel and plan out the types of
content that people will need. Present yourself as a trust worth source of knowledge
and information. Another important strategy is word of mouth-since consumers trust
each other more than they do businesses, make sure to include consumer-generated
content, like customer reviews or video testimonials, on your website.

2.3.3. Alternatives evaluation

7
At this point in the consumer decision-making process, prospective buyers have
developed criteria for what they want in a product. Now they weigh their prospective
choices against comparable alternatives. Alternatives may present themselves in the
form of lower prices, additional product benefits, product availability, or something as
personal as color or style options. Your marketing material should be geared towards
convincing consumers that your product is superior to other alternatives. Be ready to
overcome objections—e.g., in sales calls, know your competitors so you can answer
questions and compare benefits.

2.3.4. Purchase decision

This is the moment the consumer has been waiting for: the purchase. Once they have
gathered all the facts, including feedback from previous customers, consumers should
arrive at a logical conclusion on the product or service to purchase.
If you’ve done your job correctly, the consumer will recognize that your product is the
best option and decide to purchase it.

2.3.5. Post-purchase evaluation

This part of the consumer decision-making process involves reflection from both the
consumer and the seller. As a seller, you should try to gauge the following:

● Did the purchase meet the need the consumer identified?

● Is the customer happy with the purchase?
● How can you continue to engage with this customer?
Remember, it's your job to make sure your customers continue to have a positive
experience with your product/service. Post-purchase/service interactions may include
follow-up emails, coupons and newsletters to entice customers to use/buy more. You
want long-term customers, and in an age where anyone can leave reviews online, it's
more important than ever to keep customers happy.

2.4. How do customer decisions affect this form of tourism?

Customer decisions have a significant impact on the form of healing tourism. The
choices consumers make regarding healing tourism services can influence the
development and offerings of such services in several ways:
- Service Offerings: Customer decisions can shape the types of services and
experiences provided in healing tourism. As customer preferences and demands
evolve, healing tourism providers may introduce new services or modify existing ones
to cater
8
to those preferences. For example, if customers show a growing interest in
mindfulness and meditation, healing tourism providers may expand their offerings in
these areas to meet the demand.
- Destination Development: Customer decisions regarding healing tourism
destinations can influence the development and growth of those destinations. If
customers consistently choose specific locations for healing tourism, it can lead to
increased investments, infrastructure development, and the establishment of more
specialized facilities and services in those areas.
- Market Demand: Customer decisions in healing tourism determine the demand for
these services. By analyzing customer choices, healing tourism providers can identify
trends and market demands, allowing them to develop targeted marketing strategies,
create new packages, and improve existing services to attract more customers.
- Service Quality and Innovation: Customer decisions and feedback play a crucial
role in shaping the quality and innovation of healing tourism services. Providers often
rely on customer feedback and preferences to enhance their offerings, improve service
quality, and introduce new features or treatments that align with customer
expectations and desires.
- Pricing and Value Perception: Customer decisions affect pricing strategies and the
perceived value of healing tourism services. Providers take into account customer
perceptions of value when setting prices for their services. Positive customer decisions
can contribute to a perception of high value, allowing providers to justify higher
pricing for their offerings.
- Word-of-Mouth and Reputation: Satisfied customers who make positive decisions
regarding healing tourism are more likely to share their experiences through word-of-
mouth recommendations and online reviews. These recommendations and reviews
significantly impact the reputation and credibility of healing tourism destinations and
providers. Positive customer decisions contribute to a positive reputation and attract
more customers.
- Market Competition: Customer decisions also influence the competitive landscape
of healing tourism. As customers have more choices, providers strive to differentiate
themselves and stand out from the competition by offering unique services,
personalized experiences, or competitive pricing based on customer preferences.
In summary, customer decisions in healing tourism shape the market demand, service
offerings, destination development, pricing strategies, service quality, innovation, and
overall competitiveness of the industry. Healing tourism providers closely monitor
and respond to customer decisions to meet evolving needs, enhance customer
experiences, and drive the growth and development of this form of tourism.

9
2.5. Factors determining customer decision

2.5.1. External factors

- Destination: The choice of the healing tourism destination plays a crucial role.
Customers often look for places known for their natural beauty, favorable climate,
peaceful environment, and availability of healing resources such as hot springs, mineral-
rich waters, or therapeutic landscapes.
- Range of Services: The availability and diversity of healing services are vital
factors. Customers seek destinations and providers that offer a wide range of services
like spa treatments, yoga and meditation sessions, Ayurvedic or traditional medicine
therapies, alternative healing methods, nutritional counseling, and fitness programs.
- Cost and Value for Money: Pricing plays a significant role in customers' decision-
making process. While seeking healing tourism services, customers evaluate the cost
of treatments, accommodation, meals, and additional activities. They seek providers
that offer competitive pricing while providing excellent value for money in terms of
the quality of services and overall experience.
- Cultural and Experiential Factors:Healing tourism often involves immersing
oneself in the local culture and experiencing unique activities. Customers may choose
destinations that offer cultural experiences, such as traditional ceremonies, local cuisine,
art, music, and interactions with the local community

2.5.2. Internal factors

- Health Needs and Concerns: The individual's health needs and concerns play a
significant role in their decision to use healing tourism services. If they have specific
health conditions, chronic ailments, or stress-related issues that require specialized
treatments or alternative healing approaches, they may be more inclined to seek out
healing tourism services
- Perception of Healing Benefits: The individual's belief in the potential benefits of
healing tourism services can impact their decision. If they have a positive perception
of how such services can enhance their health, rejuvenate their mind and body, and
provide holistic healing, they are more likely to consider using these services.
- Knowledge and Awareness: The level of knowledge and awareness about healing
tourism services can impact the decision. Individuals who are well-informed about the
available options, treatment modalities, and destination choices are more likely to
consider and make informed decisions about using these services.

10
 CHAPTER III: HYPOTHESES
3.1. Research Model

Figure 2. Research model

Hypothesis H1: Destination greatly affects customer satisfaction.

Hypothesis H2: Service positively affects customer satisfaction.
Hypothesis H3: Cultural and experiential positively affect customer satisfaction.
Hypothesis H4: Price positively affects customer satisfaction.
Hypothesis H5: Health needs greatly affects customer satisfaction.
Hypothesis H6: Knowledge and perception greatly influence the intention to use healing
tourism services.
Hypothesis M1, M2 => Intent to use the service.

CHAPTER IV: RESEARCH METHOD

4.1. Instrument
We design a questionnaire to gather information about the demographic characteristics
of the participants, their awareness and knowledge of health tourism, their attitudes
towards health tourism, factors influencing their decision-making, and their intentions
to use health tourism services. The questionnaire includes multiple-choice questions,
Likert scale items, and open-ended questions.
A survey technique was used to determine the factors affecting customer satisfaction
when deciding to use Healing Tourism services for young people living and working
in

11
Hanoi. Those factors are Reliability, Tangibility, Assurance, Empathy,
Responsiveness, and Customer Satisfaction.
We decided to build a questionnaire with a five points scale that ranged from
(1) = Totally Agree, (2) = Disagree, (3) = Neutral, (4) = Agree, (5) = Totally Disagree.
Before moving on to the main body of the questionnaire, the demographic information
that each respondent was required to submit, such as gender, income status, age, and
demand, was gathered.
4.2. Research sample
Total number of research samples: 210 samples
- Survey form: Survey by questionnaire via Google Form
- Survey locations: universities/colleges/high schools/companies in Hanoi
- Survey subjects: Male/female with the estimated age of 15 - 30 years old
4.2.1. Sample
A questionnaire serves as the study's primary research tool. The study was carried out
when the area's universities, colleges, high schools, and companies were full of
seasonal students and other study participants.
4.2.2. Sampling method
Sampling techniques are actions used to choose components from the population for
basic and compliance tests to be applied for evaluation. Convenience sampling is the
sampling method utilized in this study to gauge how consumers perceive our
photographs in the marketplace. Data gathering is simple and available. Most
convenience sampling takes into account the current population.
The researcher has easy access to samples. They don't have to move around a lot when
gathering data. Quotas are quickly filled, and data collecting can start as soon as a few
hours. By using this technique, we can contact, text, or email the subjects of our research
with surveys. We pay people to gather data, and that also enables us to obtain
information that is more precise and effective.
We browse the website, forums, fan pages, and online groups to build a list of
potential clients before approaching them. Then, once they complete our survey, we'll
get in touch with them by Facebook, email, Messenger, or the mail to let them know
about our study and give them a discount or gift. The information will all be kept
private and used just for research to help us provide better service.

12
4.2.3. Sample size
Based on the following calculation formula, we are selecting a sample size for the
survey approach:
N = 5 * Item Count • N = Sample Size
Since there are 22 items in each of our 6 categories, the sample size will be:
N=5*22=110. There will be 110 samples.
We browse the website, forums, fan pages, and online groups to build a list of
potential clients before approaching them. Then, once they complete our survey, we'll
get in touch with them by Facebook, email, Messenger, or the mail to let them know
about our study and give them a discount or gift. The information will all be kept
private and used only for study.
4.3. Reliability analysis by cronbach’s alpha

The most popular indicator of internal consistency (or "reliability") is Cronbach's alpha. It
is most frequently applied when a scale made up of several Likert questions in a survey or
questionnaire needs to be tested for reliability.
(https://statistics.laerd.com/spss-tutorials/cronbachs-alpha-usingspssstatistics.php)
The internal consistency or reliability of a test or scale is assessed using Cronbach's alpha.
A valid scale must be determined when a study uses many Likert questions in a
questionnaire. Alpha's value lies between [0;1]. Though there are certain exceptions,
generally speaking, the higher the value, the better.
If the Cronbach's Alpha coefficient ranges from 0.95 to 1, it indicates that many of the
scale's variables are excessively similar, and this phenomenon is known as doubling
up or redundantly. Alpha values greater than 0.5 can be regarded as reliable, but those
less than 0.5 are not. The optimal alpha range is from 0.9 to less than 0.95. (2010)
George & Mallery
Each question had a 5-point Likert scale ranging from "strongly disagree" to "strongly
agree" in order to determine Cronbach's alpha. Next, in SPSS: 10
● Select Reliability Analysis under Analyze > Scale, add the variables to the
Items box.
● Select the item, scale, and scale if item deleted options under Descriptive, and
the correlations option under Inter-Item, then click the Statistics button.
Click "Ok" after "Continue".
4.3.1. Exploratory factor analysis
A set of several variables can be reduced using the quantitative analytic technique
known as exploratory factor analysis (EFA), which keeps the original set's content while

13
making each variable more helpful. By Ruben Geert van den Berg under Basics &
Factor Analysis, the software seeks out groups of variables that are significantly
connected.
After gathering information from respondents to the survey, we asked them to assess
the subsequent survey on a scale of 1 to 5. We employed factor analysis in order to
condense the number of variables and organize them into factors.
(https://www.onlinespss.com/how-to-run-exploratory-factor-
analysisinspss/#1585134376406-1a547e38-92ca)
Before we begin the EFA (https://www.onlinespss.com/how-torunexploratory-factor-
analysis-in-spss/#1585134376406-1a547e38-92ca), there are a few things to keep in
mind.
● Values from the bivariate correlation matrix for each item should be examined
before doing an EFA. Excel or SPSS make this process simpler. High values
are a sign of multicollinearity but are not a need for it. suggests eliminating one
of any two items that have bivariate correlations of more than 0.8.
● Select the proper rotation and method (probably varimax to start with), then carry
out the analysis.
● Rerun the test after removing any items with communalities below 0.2.
● Reduce the number of components if possible. Kaiser's criterion (eigenvalue >
1) in SPSS determines the default number, which frequently has a tendency to
be excessively high. You should fix the number of factors to extract and re-run
the analysis in order to find as many factors as feasible that have at least three
items with a loading greater than 0.4 and a low cross-loading.
● Remove any entries where the factor loadings are less than 0.3 and rerun the test.
● Start with the item that has the lowest absolute maximum loading across all
factors and eliminate any components with cross-loadings greater than 75%.
● Examine the average correlations within and between factors after the solution
has stabilized. Use a PCA using the identified items to generate the factors, and
save the regression results. Therefore, you should try an oblique rotation if the
difference between the within and between factor average correlations is not
acceptable.
Conducting the EFA:
● Decide to analyze, reduce the dimensions, and factor
● Transfer the variables from the left box to the right.

14
 ● When you click "Descriptives," a new window will appear. Select "Initial
Solution" in the "Statistics box"
● Select the button for extraction. Principal components is the option selected in
the Method box. Select the Correlation matrix in the Analyze box. On the
Rotation button, click. Select Rotated solution in the Display box and Direct
Oblimin in the Method box.
● Select Options from the menu. Select the option to exclude cases paired in the
Missing value box.
● The output window will display the results of exploratory factor analysis.
4.3.2. Regression analysis
After correlation, linear regression is the next level up. When predicting the value of a
variable based on the value of another variable, it is employed. The dependent
variable (or occasionally, the outcome variable) is the variable we want to forecast.
The independent variable (or predictor variable, occasionally) is the variable we are
utilizing to forecast the value of the other variable. You could apply linear regression,
for instance, to determine whether test performance can be anticipated based on study
time, whether cosmetic consumption can be predicted based on usage frequency, and
so on. You must utilize multiple regression if you have two or more independent
variables rather than simply one.(SPSS Statistics' linear regression analysis).
A modeling technique called regression analysis is used to examine the correlation
between a real-valued dependent variable (Y) and one or more independent variables
(X1, X2, X3,..., Xn). Finding a regression function that accurately depicts the
relationship between the independent and dependent variables is a prerequisite for doing
a regression analysis (Ragsdale, 2007).
In this investigation, the regression function will be as follows:
Y = b0 + b1 X1 + b2 X2,……+ bn Xn + ε
where:
Y = the dependent, or predicted, variable
X1, X2,……, Xn = independent variable i
b1, b2 ……, bn = the slope for independent variable i
B0 = the intercept
ε = an error term
To use the equation, multiply each Xj score by the matching Bj number for each
individual example, add the resulting products, and then add the constant B0 to the
total. The outcome is Y, which matches the case's predicted Y value (Dale E. Berger,
2014).
15
Making Simple Linear Regression Analysis Decisions:
● If the Sig. 0.05, the independent factors' effects on the dependent variable are
significant.
● The effect of independent factors on the dependent variable is negligible if the
Sig. > 0.05. Linear Regression Analysis Notes from SPSS
ANOVA table, test the F, to determine whether it is significant or not, to determine
whether the data we construct are accurate.
● R, assess the relationship between high and low variables.
● R square, calculated as (Multiple R)2, shows the percentage of variation in a
regression model's response variable that can be accounted for by the predictor
variables. This value is between 0 and 1. It is determined by:
● The adjusted R2 is equal to 1 - [(1-R2)*(n-1)/(n-k-1)]
Where:
R2 is the model's R2 and n is the number of observations.
The quantity k of predictor variables
Result:
● Low: 0% to 50%
● Relative to R square, strong: 51% to 100%
● VIF = 1/(1-R2), with Independent variables of Coefficients table, where VIF
indicates that the variables are dependent and > VIF indicates that the variables
are independent.
● Formula, Calculate the variable's significance to determine if it should be
included in the formula or excluded.
● In the Coefficients table, select the B of Unstandardized Coefficients with the
highest number to determine which has the greatest impact on the dependent
variable. We must select the independent variables and dependent variables
before performing the regression analysis:
Select Linear Regression under Analyze.
● Put the dependent variables in the Dependent box, and the independent
variables in the Independent(s) box.
● Select Confidence intervals in the Regression Coefficients from the alternatives
that are already selected under "Statistics" while leaving the Level (%) option
at "95" in the default selections.
● Press "Continue" and "Ok" in order to begin the Regression Analysis.

16
CHAPTER V: DATA ANALYSIS AND HYPOTHESIS
TESTING
5.1. Description analysis
Of the 202/210 meaningful records, there are 64 people in the age group 15-20 years
old, 68 people from the age group of 20-25 years old and 70 people from the age
group of 25-30 years old. Number of people participating surveyors have used the
service at least 2 times (162/202 people).

Frequency Percent Valid percent Cumulative

percent
Valid 15-20 years 64 30,5 31,7 31,7
old
20-25 years 68 32,4 33,7 65,3
old
25-30 years 70 33,3 34,7 100,0
old
Missing Total 202 96,2 100,0
System 8 3,8
Total 210 100,0

Table 1: Descriptive statistics of age

Frequency Percent Valid Percent Cumulative

Percent
Valid Once 40 19,0 19,8 19,8

Twice 162 77,1 80,2 100,0

Missing Total 202 96,2 100,0

Systerm 8 3,8

Total 210 100,0

Table 2: Descriptive statistic of the number of times respondents used service

17
5.2. Cronbach's Alpha test
Cronbach's Alpha Cronbach's Alpha Based on Standardized Items N of Items
,875 ,886 7

Table 3 Cronbach's Alpha test (1)

Scale Mean if Scale Variance Corrected Squared Cronbach’s

Item Deleted if Item Deleted Item- Total Multiple Alpha if Item
Correlation Correlation Deleted
NV 23,8082 11,984 ,621 ,449 ,864

GC 23,5706 11,902 ,682 ,511 ,854

DA 23,7340 11,902 ,682 ,511 ,854

CSVC 23,8705 12,265 ,831 ,750 ,839

CN 23,8355 12,191 ,715 ,567 ,850

DV 23,9196 12,234 ,703 ,572 ,851

DD 23,8437 12,799 ,775 ,626 ,847

Table 4 Cronbach's Alpha Test (2)

Table 3 gives Cronbach's Alpha > 0.6 and Table 4 shows the all factors give the
Corrected Item-Total Correlation value > 0.3, proving the reliability of the scales are
good and all factors are included in the analysis in the next step.
Therefore, the research model after Cronbach's Alpha test includes 5 independent
variables (NV, GC, CSVC, CN, DV) and 2 dependent variables (DA, DD).

5.3. Check for suitability

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. ,900

Bartlett's Test of CNhericity Approx. Chi-Square 760,710

df 21

Sig. 21

Table 5: KMO test results

18
From Table 5, we see: 0.5 < KMO = 0.9 < 1, factor analysis is accepted with the data
research material. At the same time, Sig Bartlett's Test = 0.000 < 0.05, so factor
analysis is the appropriate fit.

5.4. Variance
Component Initial Eigenvalues Extraction Sums of Squared
Loadings

Total % of Cumulative Total % of Cumulative

Variance % Variance %

1 4,247 60,678 60,678 4,247 60,678 60,678

2 ,820 11,716 72,394

3 ,575 8,219 80,613

4 ,490 7,003 87,616

5 ,370 5,288 92,904

6 ,302 4,315 97,219

7 ,195 2,781 100,000

Table 6 Total Variance Explained

The variance that this factor is extracted from is 60.678% > 50%, so, the factor is
extracted explained 60.678% of data variation of 7 observed variables participating in
EFA.
5.5. Multivariate regression analysis
a) Multivariate regression analysis for dependent variable Satisfaction

Model R R Adjusted R Std. Error of the Durbin-

Square Square Estimate Watson

1 ,681^a ,464 ,451 ,618 2,136

Table 7 Evaluation of model fit

From Table 7, R^2 correction = 0.451 (test, Sig = 0.000 < 0.05). 46.4% change in
Customer satisfaction is explained by 5 independent variables: NV, GC, CSVC, CN,
DV. The rest is explained by out-of-model variables and random error course.

19
 Model Unstandardized Standardized t Sig .
Coefficients Coefficients Collinearity
Statistics

B Std Beta Tolerance VIF

.
Err
or
1 (Constant) ,291 ,302 ,963 ,337

NV ,052 ,065 ,055 ,803 ,423 ,588 1,702

GC ,133 ,055 ,135 2,409 ,017 ,865 1,155

CSVC ,516 ,124 ,406 4,156 ,000 ,286 3,500

CN ,057 ,087 ,051 ,648 ,518 ,437 2,288

DV ,194 ,086 ,176 2,244 ,026 ,446 2,243

Table 8 Regression coefficient test

Table 8 shows that the VIF values of the independent variables NV, GC are all less
than 2, so there is no multicollinearity. Independent variables CSVC, CN, DV has 2
< VIF < 5, showing that, there is a moderate correlation, but it is not severe enough for
the researcher to must find remedial measures. Therefore, these 3 variables are still
accepted in the model research.
Regression model with normalized regression coefficient: Customer Satisfaction =
0.55*Staff + 0.135*Price + 0.406*Facilities + 0.051*Product + 0.176*Process.

NV GC CSVC CN DV

DA Pearson Correlation ,458** ,349** ,650** ,530** ,572**

Sig. (2 tailed) ,000 ,000 ,000 ,000 ,000

N 202 202 202 202 202

Bootstrapc Bias -,003 ,005 -,003 ,001 -,002

Std. Error ,062 ,067 ,040 ,050 ,046

20
 95% Lower ,0325 ,224 ,565 ,424 ,473

Confidence Uper ,568 ,479 ,722 ,620 ,659

interval

**. Correlation is significant at the 0.01 level (2-tailed).

*. Correlation is significant at the 0.05 level (2-tailed).

c. Unless otherwise noted, bootstrap results are based on 1000 bootstrap samples

Table 9: Measuring customer satisfaction

Sig tests the regression coefficients of independent variables NV, GC, CSVC, CN, DV
are all small than 0.05, so these independent variables are significant for the dependent
variable DA, No variables are excluded from the model.
Because the Pearson Correlation values of all 5 independent variables are > 0
(correlation coefficient positive), that is, when Beta improves the quality of NV, GC,
CSVC, etc. the more customers feel feel satisfied.
The CSVC factor has an impact the strongest to customer satisfaction because r max =
r CSVC = 0,65.
The GC factor has the weakest impact on customer satisfaction because rmin = rGC =
0.349.
b) Regression analysis for dependent variable “Intended to return”

Model R R Square Adjusted R Square Std. Error of the Estimate

1 ,654^a ,428 ,425 ,45935

Table 10 Evaluation of model fit

From the results show, R^2 correction = 0.425 (test, Sig = 0.000 < 0.05). 42.5% The
change in customer intention to return is explained by the dependent variable: DA.
Outside of DA there are other variables that affect Intention.

Model Unstandardized Standardized t Sig .

Coefficients Coefficients Collinearity
Statistics

21
 B Std. Beta Tolerance VIF
Error

1 (Constant) 2,007 ,160 12,556 ,000

DA ,475 ,039 ,654 12,221 ,000 1,000 1,000

Table 11 Regression coefficient test and multicollinearity

Sig tests that the regression coefficient of the dependent variable is less than 0.05,
thus, the regression model linear regression fits the data set and is usable.

DA DD

DA Pearson Correlation 1 ,654**

Sig. (2-tailed) ,000

N 202 202

DD Pearson Correlation ,654** 1

Sig. (2-tailed) ,000

N 202 202

Table 12 Correlation between variable DA and variable DD

We found that there is a correlation between satisfaction and intention: The factor of
image satisfaction 65.4% of customers' intention to return (When customer
satisfaction increases by 1%, the intention to return is customer's return increased by
0.654%).
Since there was a correlation between DA and DD, the team continued to run CNSS to
measure intent back through the customer satisfaction factors on service wellness
tourism.

Model R R Adjusted R Std. Error of the Durbin-

Square Square Estimate Watson

1 ,768^a ,590 ,580 ,39254 2,099

22
23
Predictors: (Constant), DV, GC, NV, CN, CSVC

Dependent Variable: DD

Table 13 Evaluation of model fit

From the results of Table 13, we see, R^2 correction = 0.58 (test, Sig = 0.000< 0.05).
58% change in intention to return is explained by 5 independent variables: DV, GC,
NV, CN, CSVC.

Model Unstandardized Standardized t Sig Collinearity

Coefficients Coefficients Statistics

B Std. Beta Tolerance VIF

Error

1 (Constant) ,937 ,192 4,891 ,000

NV ,148 ,041 ,214 3,590 ,000 ,588 1,702

GC ,058 ,035 ,081 1,645 ,102 ,865 1,155

CSVC ,345 ,079 ,374 4,374 ,000 ,286 3,500

CN ,078 ,056 ,098 1,412 ,160 ,437 2,288

DV ,132 ,055 ,156 2,403 ,017 ,446 2,243

Table 14 Regression coefficient test

Table 14 shows that the VIF values of the independent variables NV, GC are all less
than 2, so there is no multicollinearity. Independent variables CSVC, CN, DV has 2 <
VIF < 5, showing that, there is a moderate correlation, but it is not severe enough for
the researcher to must find remedial measures. Therefore, these 3 variables are still
accepted in the model research.
Regression model with normalized regression coefficients:
Plan to return = 0.214*Staff + 0.081*Price + 0.374*Facilities + 0.098*Product +
0.165*Process.

24
 NV GC DA CSVC CN DV

DD Pearson Correlation ,600* ,342* 654* ,727* ,612* ,622*

* * * * * *

Sig. (2-tailed) ,000 ,000 ,000 ,000 ,000 ,000

N 202 202 202 202 202 202

Bootstrapc Bias -,003 ,003 -,004 -,001 ,001 ,000

Std. Error ,050 ,065 ,042 ,034 ,050 ,045

95% Lower ,485 ,213 ,560 ,656 ,510 ,530

Confidence
Upper ,684 ,471 ,727 ,792 ,704 ,706
Interval
Table 15 Intention to return through customer satisfaction

Sig tests the regression coefficients of independent variables NV, GC, CSVC, CN, DV
are all small than 0.05, so these independent variables are significant for the
dependent variable DD, no variables are excluded from the model.
Because the Pearson Correlation values of all 5 independent variables are > 0
(correlation coefficient positive), that is, the more satisfied customers are with NV or
GC or CSVC, etc., the more they plan to return customer return will increase.
It can be seen that the CSVC factor has the strongest impact on customers' intention to
return because r max = r CSVC = 0.727. GC factor has the weakest impact on customers'
intention to return because r min = rGC = 0.342.

CHAPTER VI: LIST OF QUESTIONS

APPENDIX 1. QUESTIONNAIRE
1. How old are you?
● 15-20 years old
● 20-25 years old
● 25-30 years old
2. How many times have you used wellness tourism service per year?

25
 ● Never used
● Once
● Twice
● More than twice
3. You often find out about the price of healing travel services before deciding to use
the service.

1 2 3 4 5

Totally agree Totally disagree

4. You choose places recommended by friends and relatives as places to experience

healing services.

1 2 3 4 5

Totally agree Totally disagree

5. Please rate the importance of the following factors when choosing to use healing
services:

Very Important Neutral Not Extremely

Important Important Not
Important

Location

Service

26
 Food and
drink

Local
people

Air/weather

Scenery

Price

6. Are you interested that the healing tourism facilities have the appropriate
certifications and permits?

1 2 3 4 5

Totally agree Totally disagree

7. Are you interested that healing tourism facilities have programs to reduce stress and
promote mental/physical well-being?

1 2 3 4 5

Totally agree Totally disagree

8. Do you give priority to using the healing tourism services of establishments with
discount policies?

27
 1 2 3 4 5

Totally agree Totally disagree

9. Do you prefer to use the services of healing tourism facilities with multilingual staff?

1 2 3 4 5

Totally agree Totally disagree

10. Do you give priority to using the services of healing tourism establishments that
have a quiet and airy space?

1 2 3 4 5

Totally agree Totally disagree

11. Do you prefer to use the services of healing tourism establishments that have good
food and nutrition programs?

1 2 3 4 5

Totally agree Totally disagree

28
12. Do you give preference to the fact that healing tourism facilities have a team of
health experts/doctors?

1 2 3 4 5

Totally agree Totally disagree

APPENDIX 2. SPSS DESCRIPTIVE STATISTIC

a. Frequencies

Statistic

How old are you How many times have you used wellness
tourism service per year?

N Valid 202 202

Missing 8 8

Mean 2,03 ,80

Std. Deviation ,816 ,399

b. Frequency Table

1. How old are you?

Frequency Percent Valid Percent Cumulative

Percent
Valid 15-20 64 30,5 31,7 31,7

20-25 68 32,4 33,7 65,3

25-30 70 33,3 34,7 100,0

Total 202 96,2 100,0

Missing System 8 3,8

Total 210 100,0

29
 2. How many times have you used wellness tourism service per year?

Frequency Percent Valid Percent Cumulative

Percent
Valid Once 40 19,0 19,8 19,8

More than 162 77,1 80,2 100,0

twice
Total 202 96,2 100,0

Missing System 8 3,8

Total 210 100,0

c. Variance
Descriptives

DD

Statistic Bootstrapa

Bias Std. Error

15-20 N 64 0 7

Mean 4,0165 ,0006 ,0578

Std. Deviation ,47510 -,00538 ,04379

Std. Error ,05939

95% Confidence Interval for

Lower Bound 3,8978
Mean

Upper Bound 4,1352

Minimum 3,00

Maximum 5,00

20-25 N 68 0 7

Mean 3,9829 ,0000 ,0857

Std. Deviation ,67893 -,00736 ,05567

Std. Error ,08233

30
 95% Confidence Interval for
Lower Bound 3,8185
Mean

Upper Bound 4,1472

Minimum 2,00

Maximum 5,00

25-30 N 70 0 7

Mean 3,7706 ,0010 ,0717

Std. Deviation ,61600 -,00796 ,06562

Std. Error ,07363

95% Confidence Intervalfor Mean 3,6238

3,9175

Minimum 1,71

Maximum 5,00

Total N 202 0 0

Mean 3,9200 ,0007 ,00413

Std. Deviation ,60558 -,00273 ,30500

Std. Error ,04261

95% Confidence Interval for Mean 3,8359

4,0040

Descriptives

DD

Bootst
rap
95% Confidence Interval

Lower Upper

15-20 N 50 79

Mean 3,9049 4,1325

Std. Deviation ,38192 ,55103

Std. Error

31
 95% Confidence Interval for Mean Lower Bound

Upper Bound

Minimum

Maximum

20-25 N 54 82

Mean 3,8096 4,1504

Std. Deviation ,56116 ,78350

Std. Error

95% Confidence Interval for Mean Lower Bound

Upper Bound

Minimum

Maximum

25-30 N 56 85

Mean 3,6245 3,9089

Std. Deviation ,47824 ,73144

Std. Error

95% Confidence Interval for Mean Lower Bound

Upper Bound

Minimum

Maximum

Total N 202 202

Mean 3,8398 4,0066

Std. Deviation ,53119 ,67867

Std. Error

95% Confidence Interval for Mean Lower Bound

Upper Bound

Descriptives

32
DD

Statistic Bootstra
pa
Bias Std. Error

Total Minimum 1,71

Maximum 5,00

Descriptives

DD

Bootstr
ap
95% Confidence Interval

Lower Upper

Total Minimum

Maximum

ANOVA

DD

Sum of Squares df Mean Square F Sig.

Between Groups 2,426 2 1,213 3,386 ,036

Within Groups 71,286 199 ,358

Total 73,712 201

d. Scale: all variables

Case Processing Summary

N %

Cases Valid 202 96,2

Excludeda 8 3,8

Total 210 100,0

33
a. Listwise deletion based on all variables in the procedure.

Reliability Statistics

Cronbach's Alpha Cronbach's Alpha N of Items

Based on
Standardized
Items

,875 ,886 7

Item
Statistics
Mean Std. Deviation N

NV 3,9554 ,87701 202

GC 4,1931 ,85072 202

DA 4,0297 ,83404 202

CSVC 3,8932 ,65706 202

CN 3,9282 ,75379 202

DV 3,8441 ,75587 202

DD 3,9200 ,60558 202

Inter-Item Correlation Matrix

NV GC DA CSVC CN DV DD

NV 1,000 ,285 ,458 ,629 ,529 ,462 ,600

GC ,285 1,000 ,349 ,317 ,324 ,302 ,342

DA ,458 ,349 1,000 ,650 ,530 ,572 ,654

CSVC ,629 ,317 ,650 1,000 ,734 ,734 ,727

CN ,529 ,324 ,530 ,734 1,000 ,611 ,612

DV ,462 ,302 ,572 ,734 ,611 1,000 ,622

DD ,600 ,342 ,654 ,727 ,612 ,622 1,000

Item-Total Statistics

34
 Scale Mean if Scale Variance if Corrected Item- Squared Multiple Cronbach's Alpha
Item Deleted Item Deleted Total Correlation Correlation if Item Deleted

NV 23,8082 11,984 ,621 ,449 ,864

GC 23,5706 13,367 ,391 ,163 ,895

DA 23,7340 11,902 ,682 ,511 ,854

CSVC 23,8705 12,265 ,831 ,750 ,839

CN 23,8355 12,191 ,715 ,567 ,850

DV 23,9196 12,234 ,703 ,572 ,851

DD 23,8437 12,799 ,775 ,626 ,847

Scale Statistics

Mean Variance Std. Deviation N of Items

27,7637 16,523 4,06489 7

e. Discovery factor analysis

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. ,900

Bartlett's Test of CNhericity Approx. Chi-Square 760,710

df 21

Sig. ,000

Communalities

Initial Extraction

NV 1,000 ,538

GC 1,000 ,234

DA 1,000 ,614

CSVC 1,000 ,817

CN 1,000 ,661

35
 DV 1,000 ,654

DD 1,000 ,731

Extraction Method: Principal Component Analysis.

Total Variance
Explained
Component Initial Eigenvalues Extraction Sums of Squared Loadings

Total % of Variance Cumulative % Total % of Variance Cumulative %

1 4,247 60,678 60,678 4,247 60,678 60,678

2 ,820 11,716 72,394

3 ,575 8,219 80,613

4 ,490 7,003 87,616

5 ,370 5,288 92,904

6 ,302 4,315 97,219

7 ,195 2,781 100,000

Extraction Method: Principal Component Analysis.

Component Matrixa

Component

CSVC ,904

DD ,855

CN ,813

DV ,808

DA ,783

NV ,734

GC ,483

Extraction Method: Principal Component Analysis.a

36
 a. 1 components extracted.

f. Correlation

Correlations

DD NV G DA CSVC CN
C
DD Pearson Correlation 1 ,600** ,342** ,654** ,727** ,612**

Sig. (2-tailed) ,000 ,000 ,000 ,000 ,000

N 202 202 202 202 202 202

NV Pearson Correlation ,600** 1 ,285** ,458** ,629** ,529**

Sig. (2-tailed) ,000 ,000 ,000 ,000 ,000

N 202 202 202 202 202 202

GC Pearson Correlation ,342** ,285** 1 ,349** ,317** ,324**

Sig. (2-tailed) ,000 ,000 ,000 ,000 ,000

N 202 202 202 202 202 202

DA Pearson Correlation ,654** ,458** ,349** 1 ,650** ,530**

Sig. (2-tailed) ,000 ,000 ,000 ,000 ,000

N 202 202 202 202 202 202

CSVC Pearson Correlation ,727** ,629** ,317** ,650** 1 ,734**

Sig. (2-tailed) ,000 ,000 ,000 ,000 ,000

N 202 202 202 202 202 202

CN Pearson Correlation ,612** ,529** ,324** ,530** ,734** 1

Sig. (2-tailed) ,000 ,000 ,000 ,000 ,000

N 202 202 202 202 202 202

DV Pearson Correlation ,622** ,462** ,302** ,572** ,734** ,611**

Sig. (2-tailed) ,000 ,000 ,000 ,000 ,000 ,000

N 202 202 202 202 202 202

Correlations

37
 DV

DD Pearson Correlation ,622

Sig. (2-tailed) ,000

N 202

NV Pearson Correlation ,462**

Sig. (2-tailed) ,000

N 202

GC Pearson Correlation ,302**

Sig. (2-tailed) ,000

N 202

DA Pearson Correlation ,572**

Sig. (2-tailed) ,000

N 202

CSVC Pearson Correlation ,734**

Sig. (2-tailed) ,000

N 202

CN Pearson Correlation ,611**

Sig. (2-tailed) ,000

N 202

DV Pearson Correlation
1**

Sig. (2-tailed)

N 202

**. Correlation is significant at the 0.01 level (2-tailed).

38
CHAPTER VII: DISCUSSION AND CONCLUSION
The research results show that the factors affecting the decision to use medical
tourism services by young people living and working in Hanoi need to focus on the
following factors: price, service, landscape, food and drink, local people, distance...
Price, service quality, and landscape are important factors that determine young
people's use of medical services in Hanoi.
Research also shows that the price and landscape at the medical tourism destination
have a great influence on the choice of using medical services. Customers tend to choose
medical resorts with reasonable prices, suitable landscapes, and good service quality.
Most people today still do not really have much access to medical tourism services,
and there are still many resorts that provide this form of medical tourism. But
everyone is willing to try this novel, a healing travel experience.
Young people are willing to pay 5 million VND for medical treatment, about 1-3 trips
a year. Preference will be given to places with attractive incentives, convenient
booking and payment policies, and healing facilities that promise quality by refunding
if you are not satisfied with the service at the facility. This is not a small number,
showing that today's young people have a very high demand for tourism and
relaxation. Young people today often choose friendly and simple medical tourism,
immersed in nature, because they like to explore or because of life pressure. When
starting to learn about medical tourism, young customers often tend to see reviews and
travel tips on social networks and book appointments through online applications or flight
and hotel booking channels.
Regarding the quality of service at the resort, customers prefer to choose places with
enthusiastic staff fluent in languages, a team of health experts or doctors, and a
nutritional program. and healing tourism establishments with the appropriate
certifications and permits. To ensure that the customer's healing experience is highly
effective and so satisfying that they are willing to pay large amounts of money to
continue healing tourism or introduce friends and relatives to experience the same.

39
REFERENCE
1. Lucid Content Team. ”Definition and examples of the consumer decision-
making process” (Online). Available at: https://www.lucidchart.com/blog/consumer-
decision- making- process#:~:text=What%20is%20the%20consumer
%20decision,decision%20and%20p ost%2Dpurchase%20evaluation. [Accessed: June
9, 2023].
2. Vo Minh Hieu, September 24, 2022. “Xu hướng du lịch chữa lành nở rộ tại
Việt Nam” (Online). Available at:
https://www.brandsvietnam.com/congdong/topic/327623-Xu-huong-du-lich-chua-
lanh-no-ro-tai-Viet-Nam. [Accessed: June 10, 2023].
3. Gerard, J. T. 2004. “Understanding and managing international growth of new
products”. International Journal of Research in Marketing, 21(4), 421-438. [Accessed:
June 10, 2023].
4. Espejel, J., Fandos, C., & Flavian, C, 2007. “The role of intrinsic and extrinsic
quality attributes on consumer behavior for traditional food products. Managing
Service Quality”, 17(6), 681-701, https://doi.org/10.1108/09604520710835000.
[Accessed: June 12, 2023].
5. Hawkins, D. I., Mothersbaugh, D. L., & Best, R. J, 2006. “Group Influences on
Consumer Behaviour in Consumer Behaviour”, Building Marketing Strategy, Chapter
7. 10th edition. Sydney: McGraw Hill, 227- 259. [Accessed: June 12, 2023].

40