With the growth of international business and travel, Vietnamese consumers are increasingly confronted with foreign products and services especially children's foods. However, some negative attitudes towards foreign products can arise from several factors such as historic or ongoing political, military, economic, or diplomatic events. Thus, both consumer ethnocentrism and consumer animosity have become important constructs in marketing. The purpose of this study is to investigate whether consumer ethnocentrism and consumer animosity affect Willingness to buy towards Chinese Children's foods and whether this impact is mediated by products judgments. Structural equation modeling was used to analyze the data collected from 846 personal interviews carried out in three Vietnamese cities (Hanoi, Danang, and Ho Chi Minh). The findings of the research indicate that consumer ethnocentrism increases consumer animosity. The present study also denotes that both consumer ethnocentrism and animosity have a negative impact on Willingness to buy toward Chinese children's foods. Product judgments may not be an important mediating factor between consumers' animosity -Willingness to buy and between consumer ethnocentrism -Willingness to buy toward Chinese Children's foods.

Small tourism firms in developing countries like Vietnam have proven to be a rapidly growing sector of regional tourism industries and this sector development is being promoted as a path for enhancing local economies. However, due to typical characteristics of tourism, it requires the government to play an active role in facilitating and promoting its development. The current literature is unclear regarding the relationship between small tourism firms and local government involvement. Hence, this study aims to determine the local government involvement in small firms' investment, and reports an empirical test on 209 small tourism firms in Phu Tho province, Vietnam. The results support the general hypothesis that active government involvement, both managerial and developmental, is positively related to the investment intention of small tourism firms. The research demonstrates that policy and operation implementation along with public investment in generating local tourism demand of local government have the most robust effects on these firms' investment decisions, among other factors.

The Provincial Competitiveness Index (PCI) is used to assess the local attractiveness to investors in Vietnam. However, studies on how the assessment of investors including private enterprises on the components of PCI relates to their satisfaction with local business environment are still sparse. Therefore, this study was conducted to investigate the effect of private enterprise satisfaction with PCI components on their satisfaction with the local business environment. Through the survey carried out in Phu Tho, the results showed: (1) the level of private firm satisfaction with PCI components; (2) the effect of satisfaction with each PCI component variable on the overall satisfaction with that factor; (3) the effect of satisfaction with PCI components on private firm satisfaction with local business environment. Following the quantitative research, qualitative research by in-depth interviews with individual investors was conducted to find out the causes and suggestion for some solutions to improve the level of business satisfaction and PCI of a province. Keywords Provincial competitive advantage, PCI, Phu Tho, satisfaction. References [1] Michael E.Porter, “The Competitive Advantage of Nationss, New York Press, 1990.[2] Bộ GTVT, Dự án VIE 01/025-2004 Nâng cao Năng lực cạnh tranh Quốc gia, NXB Giao thông Vận tải, 2004.[3] Edmund Malesky, Desky, Đậu Anh Tuấn, Phạm Ngọc Thạch, Lê Thanh Lan, Nguyễn Ngọc Hà, Nguyễn Lê Hằng, Nguyễn Thị Thu, “Chỉ số Năng lực cạnh tranh cấp tỉnh của Việt Nam năm 2015: Đánh giá chất lượng điều hành kinh tế để thúc đẩy phát triển doanh nghiệp”, PCI Vietnam, 2015.[4] Nhóm nghiên cứu PCI, “Báo cáo PCI năm 2013”, PCIvietnam. URL: http://pcivietnam.org/an-pham/bao-cao-pci-2013/ [5] Đậu Anh Tuấn, “Môi trường đầu tư kinh doanh qua góc nhìn của doanh nghiệp có vốn đầu tư nước ngoài trong các cuộc điều tra chỉ số năng lực cạnh tranh cấp tỉnh”, Kỷ yếu Diễn đàn Kinh tế mùa Xuân 2015, 2015.[6] Nguyễn Tiến Lâm, “Giải pháp nâng cao năng lực cạnh tranh cấp tỉnh, nghiên cứu trường hợp tỉnh Phú Thọ”, Luận án Tiến sĩ, Đại học Kinh tế và Quản trị Kinh doanh, 2013. [7] Khổng Văn Thắng, “Phân tích các chỉ số năng lực cạnh tranh thành phần năm 2013 nhằm đề xuất các giải pháp nâng cao chỉ số năng lực cạnh tranh chung: Nghiên cứu trường hợp tỉnh Bắc Ninh”, Tạp chí Khoa học và Công nghệ Đại học Quảng Bình, 3(1), 2014.[8] Nguyễn Hồng Sơn, Phạm Sỹ An, “Thu hút các nguồn vốn để phát triển tỉnh Hà Giang”, Tạp chí Khoa học: Kinh tế và Kinh doanh - ĐHQGHN, 27(3), (2016).[9] Nguyễn Quốc Huy, “Giải pháp cải thiện chỉ số Chi phí không chính thức nhằm nâng cao năng lực cạnh tranh của tỉnh Quảng Trị”, Luận án Tiến sĩ, Trường Đại học Kinh tế Huế, 2018.[10] Đinh Hồ Ngọc Hạnh, “Phân tích năng lực cạnh tranh: Nghiên cứu so sánh tỉnh Kiên Giang và các tỉnh lân cận nhằm nâng cao năng lực thu hút đầu tư”, Luận văn thạc sĩ, Trường Đại học Kinh tế Thành phố Hồ Chí Minh, 2017.[11] Đỗ Viầu tư”, Luận văn thạc sĩ, Trường Đại học Kinh tế Thành phố Hồ Chí Minh, 2017.ng và các tỉnh lân cận nhằm nâng cao năng lực thu hút đầuỉnha mức độ hài lòng của đối với từng yế Đại học Kinh tế Đà Nẵng, 2017. [12] Fulbright, “Marketing đthạc sĩ, Trường Đại học Kinh tế Thành phố Hồ Chí Minh, 2017.ng và các tỉnh lân cận nhằm nâng cao năng lực [13] Hoàng Thanh Vân, “Chỉ số năng lực cạnh tranh cấp tỉnh (PCI) nhìn từ góc độ marketing địa phương”, Hội thảo quốc tế Việt Nam học năm 2015 (lần thứ 4), Tiểu ban Kinh tế, 2015.

Businesses are making efforts to implement green marketing to meet the needs of consumers and build a sustainable living environment. Many studies around the world have investigated the influence of marketing mix on green purchase behavior. In order to understand the impact of 7Ps tools of retail service marketing on Vietnamese consumers' green food purchase intention, this study surveyed 368 consumers and analyzed quantitative data. Research shows that 7Ps of green retail stores affect customers attitude and their attitude have impact on their purchase intention. This result is the basis for green food retailers in Vietnam to understand consumers and make more effective green marketing decisions.

This study was conducted to test the relationship between value equity and repurchase intention of diners at the Manwah restaurant chain. In this study, the authors propose five factors that constitute value equity in the restaurant sector. These are: food quality, service quality, environment, price, and convenience. Data were collected from 400 diners who had used the service at the Manwah restaurant system in Hanoi, and were analyzed by SEM. The results show that value equity positively affects the intention to repurchase. In details, all P-values have values less than 0.05, showing that the factors of food quality, service quality, price, convenience and service environment all have an impact on the value equity factor. Except for the negative price factor’s regression coefficient, all the regression coefficients have positive values, showing that these factors have a positive impact on value equity. The negative regression coefficient of the price factor on value equity shows that the reasonableness of the price (customers rate it as low cost compared to the quality and quantity of what they receive) has a negative effect on value equity.