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The paper attempts to define and measure factors affecting export of provinces/ cities in Vietnam, using both qualitative and quantitative methods. In particular, the former was conducted through in-depth interviews with 15 experts (including 3 academics, 7 export officials of Departments of Industry and Trade and 5 managers of export enterprises) in December 2018. The latter was performed using spatial regression model on secondary data of 63 provinces/cities from 2013 to 2017. The paper provides a new research methodology on export of Vietnam’s provinces/ cities (i.e. the spatial regression model). The empirical results show that there is a positive correlation between neighboring provinces/ cities in export activities, indicating that the good export performance of one province boosts that of its neighbors. The results also show that the export of Vietnam’s provinces/ cities is affected by GDP, import value, investment capital, and labor costs.

The purpose of this paper is to define and measure the key factors affecting the export performance of riceand coffee of some companaies Viet Nam. Results drawn from this study propose some implications for rice-exporting firms and coffee-exporting firms to increase their export performance. The article uses both qualitative and quantitative research methods The former was conducted in two phases by means of focusing on group discussions: the first group discussion involved 10 chief executive officers (05 rice-exporting firms, and 05 coffee-exporting firms) to explore factors that affect the export performance, the second one was conducted with another 10 chief executive officers (05 rice-exporting firms, and 05 coffee-exporting firms) to refine the observational variables of research concepts (based on the findings of the first focus group). And the latter was conducted through interviews with 232 owner/export managers (from rice-exporting firms, and coffee-exporting firms) in Viet Nam. The results show that: (i) export performance is affected by marketing strategies, management characteristics, domestic market characteristics, and foreign market characteristics; and export barriers; and (ii) marketing strategies are affected by management characteristics, and foreign market characteristics. However, the research has some certain limitations: (i) the sample size only consisted of rice-exporting firms and coffee-exporting firms, (ii) The sampling technique of the study is the convenience sampling.

The paper aims at testing the theoretical model of brand equity and developing a measure for brand equity of Bình Thuận dragon fruit and relationship between components of brand equity. The research results based on Structural Equation Modeling (SEM) demonstrate relationships between the following components of the brand equity of Bình Thuận dragon fruit: Brand awareness, perceived quality, brand associations and brand loyalty. The results also show that these components do affect the overall brand equity.

The paper defines and measures key factors affecting Homestay tourist loyalty in Ben Tre using qualitative and quantitative methods, in which the qualitative research is carried out through focus group discussions with 10 tourists and the other through direct interviews with 294 tourists in Ben Tre Province, Vietnam. The results show that: (i) tourist loyalty is affected by tourist satisfaction, Homestay service quality, cultural contact, tourist satisfaction, and local food; and (ii) tourist satisfaction is affected by Homestay service quality, cultural contact, and local food. However, the research has certain limitations, namely small sample size of 294 tourists and convenient sampling technique through direct interviews with respondents who are using Homestay service in Ben Tre.