On Sustainable Tourism: BUV Lecturer and Alumna Research Key Factors Shaping Millennial Decisions for Community-based Rural Tourism
Oct 13, 2023
11:20:58
In today’s ever-evolving world of travel and tourism, understanding the preferences and motivations for sustainable forms of tourism is crucial to achieving positive community impacts with tourism. Dr. Maren Viol, a dedicated lecturer and Discipline Lead of the School of Hospitality and Tourism at British University Vietnam (BUV), and alumna Nguyen Bao Linh, have made a remarkable contribution to this endeavour through their research. Their work, encapsulated in the book chapter titled “Factors influencing the decision-making of millennial travellers participating in community-based rural tourism experiences in South-East Asia” delves into the key motivators and determinants guiding millennial travellers’ choices.
As millennials become some of the top spenders in tourism, research into their behaviour, especially to promote sustainable tourism, gets more intensive. Dr. Maren Viol and Nguyen Bao Linh’s research sets out to unravel the web of factors influencing millennial travellers participating in community-based rural tourism experiences in South-East Asia (SEA). Their findings identify authenticity, sustainability, social responsibility, uniqueness, and value for money as the cornerstones shaping millennial travel decisions.
These insights extend beyond the domain of academia; they provide actionable guidance to SEA’s tourism industry. “The study has implications for a range of tourism stakeholders; for example, the communities themselves, policymakers, NGOs, and tour operators,” Dr. Viol commented on the relevance of the study, “Specifically, we can use these findings to support rural communities that don’t have the resources to do tourism.”
Their findings offer valuable insights that can be directly applied to enhance Vietnam’s thriving tourism industry while ensuring its long-term sustainability. As reducing the negative impacts of mass tourism becomes the focal point of tourism policymakers worldwide, the study presents a positive alternative approach to achieving sustainable tourism. Vietnam, a destination rich with culture and history, as well as highly praised hidden gems in community-based rural tourism, will benefit most by ensuring effective communication of our values in community-based tourism to millennial travellers.
In the spotlight of this research is BUV alumna Nguyen Bao Linh. This research project was a part of her final year module “Tourism Management Project”, now published in the book “Tourism Marketing in East and Southeast Asia” alongside several other scholars’ works in the field. This module presented an opportunity for the students to research a topic meaningful to them, and Linh’s avid interest in sustainable tourism has helped her finish this research spectacularly. Linh’s profound commitment and achievements has led her to pursue a journey in academia; she is currently pursuing a Master of Science degree in Tourism Development and Culture, a joint programme offered by the University of Glasgow (Scotland), the University of Malta (Malta), Lund University (Sweden) and the University Institute of Lisbon (Portugal).
Dr. Viol expressed her pride in her student, “The fact that a BUV student has been able to do that shows that our students are highly ambitious and capable. It is unusual for an undergraduate’s work to be published this way, [I am glad that] it has helped her achieve her career goals and receive a full scholarship to study a postgraduate degree in Europe.”
If you are interested in learning more about Dr. Viol’s and Linh’s research, you can purchase a hard or soft copy of “Tourism Marketing in East and Southeast Asia” here or contact Dr. Maren Viol (Email: maren.v@buv.edu.vn)
If you are interested in finding out more about the research activities that occur at BUV, please contact Dr. Mike Perkins (Email: mike.p@buv.edu.vn), the Head of the Centre for Research & Innovation.
- Share
Read more 
Sep 18, 2024
BUV Lecturers and Students’ Research Published in Top 1% Education Journal, Advancing the Understanding of AI Text Detection in EducationBritish University Vietnam is proud to announce groundbreaking research led by Assoc. Prof. Mike Perkins, Head of the Centre for Research & Innovation, alongside members of the BUV GenAI Academic Research Cluster – Mr. Darius Postma, Mr. Don Hickerson, Mr. James McGaughran; collaborator Dr. Jasper Roe from James Cook University Singapore; and two BUV students, […]
Aug 07, 2024
BUV students explore technological applications in sustainable business development with international researchersDuring the International Conference on Green Sustainable Technology and Management 2024, among more than 100 presentations by researchers regionwide, 2 stood out as the only students from Vietnam to present their research proposals to such an esteemed audience. Nguyen Khanh Nguyen and Nguyen Xuan Thuy, 2 students from British University Vietnam, delivered compelling online presentations […]
Aug 06, 2024
Winners of BUV Research Contest impress scholars at SU x BUV Faculty Research SymposiumAt the recent SU x BUV Faculty Research Symposium, two outstanding research proposals by BUV students captivated the audience. The students, Hoang Phuong Thao (3rd year Accounting & Finance student) and An Quynh Trang (2nd year Marketing Management student), winners of the BUV Research Contest, confidently showcased their research potential. Hoang Phuong Thao and An […]
May 06, 2024
Dr. Anchit Bijalwan’s research papers on machine learning for medical diagnosis get published in Q1 and Q2 journalsAs an expert in machine learning research and eager to apply this technology in Medicine, Dr. Anchit Bijalwan, a Lecturer in the School of Computing & Innovative Technologies at BUV, has conducted 2 invaluable research papers, which involve in-depth analysis and provides readers with profound insights into machine learning in medicine, contributing to the future […]
May 03, 2024
BUV proudly presents new exhibitions of Contemporary Creative Practice students’ artworksNew displays of Contemporary Creative Practice students’ artworks are being showcased across the BUV campus, starting from April 2024. Throughout this April, BUV presents four different captivating exhibitions, spotlighting the creative projects and artwork of excellent Contemporary Creative Practice students. The showcases promise a diverse array of creative endeavours, ranging from typographic explorations to international […]
Apr 09, 2024
BUV collaborates with University of Stirling on AI Assessment ScaleBUV recently participated in a knowledge exchange session with the University of Stirling, Scotland, focusing on the integration of AI in teaching, assessment, and research. Dr. Mike Perkins, Head of the Centre for Research and Innovation (CRI) at BUV, led the session, discussing BUV’s work on the AI Assessment Scale, a framework designed to help […]
Mar 29, 2024
BUV pioneers educational innovation in the age of AIFrom allowing students to utilize AI (Artificial Intelligence) in their learning and assessments to publishing several scientific studies and training school leaders and officials in Hanoi on AI applications in teaching, British University Vietnam (BUV) has been at the forefront of enhancing the role of AI in educational innovation. Generative AI (GenAI) technology is becoming […]
Feb 29, 2024
BUV team chosen for UK Association of National Teaching Fellows (ANTF) projectA BUV team, including Dr. Mike Perkins, Associate Professor Jason MacVaugh, and student author Nguyen Vu Viet Anh, will be working on a UK Association of National Teaching Fellows (ANTF) funded project led by Dr. Mary Davis, Academic Integrity Lead at Oxford Brookes University. This project is designed to explain how BUV expects students to […]
Jan 29, 2024
BUV Centre for Research and Innovation co-hosts webinar on the ethical use of AI in EducationIn a recent online seminar, BUV Centre for Research and Innovation joined forces with the British Chamber of Commerce to host a lively discussion on the sustainable and ethical use of AI in education. The webinar garnered more than 200 viewers and generated a thoughtful conversation, joined by Dr. Mike Perkins, Head of the Centre […]
Jan 17, 2024
BUV Alumna’s Research Sheds Light on the Impact of Clean Water and Sanitation on Child Mortality in South AsiaOn the path to pursue sustainable development through academia, Ly Minh Anh, an alumna from BUV’s Tourism Management programme, published “Revisiting the Impact of Clean Water and Improved Sanitation on Child Mortality: Implications for Sustainable Development Goals” in 2022. In the South Asian region, where countries such as Afghanistan, Bangladesh, Nepal, Pakistan, and the Maldives […]
