Abstract-The purpose of this research was to examine empirically the causal relationships among push and pull travel motivations, destination satisfaction and return intention of international leisure tourists in Ho Chi Minh City, Vietnam. The research conceptual framework and hypotheses were constructed, based on previous theoretical and empirical studies. A questionnaire survey was conducted with 426 respondents to collect the primary data. Multiple regression and Path analyses were conducted to test the research hypotheses. As a result, push and pull factors had directly positive influences on tourist's return intention to Vietnam. In addition, the results also showed that push and pull factors were indirectly affected tourist's return intention through their destination satisfaction. Consequently, business organizations working in the tourism sector should take into account the essential roles of push and pull factors, in order to attract more potential visitors, enhance their destination satisfaction and encourage them to re-visit Vietnam.Index Terms-Travel motivation, push and pull factors, destination satisfaction, return intention.

This research empirically examined the effects of personal traits, prior entrepreneurial experience, external environment, social norm and perceived feasibility on entrepreneurship intention through the positive and negative perception toward entrepreneurship. Conducted by collecting data from 401 students aged from 18 to 24 years old in Vietnam National University (VNU), this study applied quantitative approach with statistical techniques used such as factor analysis, multiple regressions and path analysis. As a result, prior entrepreneurial experience, external environment and perceived feasibility were the three independent variables that significantly affected the positive perception toward entrepreneurship and consequently, they had positively indirect effect on entrepreneurship intention. On the other hand, perceived feasibility and personal trait significantly affected the negative perception toward entrepreneurship and provided negatively indirect effect on the entrepreneurship intention.

The purpose of this research was to analyze the effects of five working factors including work overload, role ambiguity & role conflict, working relationship, career development, and working environment on job stress and employee job performance in six different industries at Dong Xuyen Industrial Zone,

Abstract-This study examined some depth the influences of skin's health care, body attraction, age and aging process, selfimage, cognition of using men skin care products to male customer purchase decision of skin care products in Ho Chi Minh City, Viet Nam. Quantitative approach was mainly used with questionnaire developed and distributed to 313 men in the age between 20-50 years old in HCM City. This study found that higher levels of skin's health attention, body attraction, age and aging process, self-image, and cognition of using men skin care products would likely purchase more of men skin care products. In addition, the empirical results indicated that four personal factors of self-image, skin's health attention, body attraction, and age and aging process had significant effects on male consumer purchase decision.

Abstract-This research chose auditing field as a case study to investigate and evaluate the overall leadership styles effects on employee motivation. The research applied quantitative method with a sample size of 320 respondents -auditors working in Ho Chi Minh City. The independent variables were task-oriented leadership, relation-oriented leadership, change-oriented leadership, charismatic leadership, participative leadership, ethical leadership, ethic-based contingent reward leadership and autocratic leadership and employee motivation was the dependent variable. These independent variables could explain 64.5 % of the variation within employee motivation. This result implied a strong influence of leadership styles in retaining and developing employee motivation. In addition, this research indicated that charismatic leadership, relation-oriented leadership, and ethic-based contingent reward leadership were positively associated with employee motivation.Index Terms-Auditing field in Ho Chi Minh City, auditors, employee motivation, leadership styles, leadership behaviors.

Recent years have seen that a wide range of service providers have realized the importance of customer loyalty. One of the key challenges they face is how to manage service quality, which is pivotal for satisfying customers, retaining them and creating loyalty among customers. This research was conducted to examine the factors affecting Customer Satisfaction (CS) and Customer Loyalty (CL) to help improve profit for the local taxi companies of Ho Chi Minh City, Vietnam. Five dimensions in service quality (SERVQUAL): Tangibility, Reliability, Responsiveness, Empathy, and Assurance and IDCTP model: Information, Dignity, Comfort, Trip time and Price have been considered for this empirical research. The research methodology was carried out in a survey cross-sectional applied to 288 respondents. The collected data was analyzed by using reliability method, factor analysis, correlation and regression. The empirical results showed that reliability, responsiveness, price and satisfaction directly affected customer loyalty. In addition, comfort and price indirectly affected customer loyalty through the mediation of satisfaction. Finally, this study assisted marketing managers better understand the key drivers of taxi service in order to generate and uphold user satisfaction as well as fidelity in an extremely intricate marketplace. 

Purpose – The purpose of this paper is to integrate guerrilla marketing characteristics into advertising model through which the perceived effects of guerrilla marketing on Gen Y are identified, and to examine such effects on word of mouth (WOM) activity with the mediation of message credibility. Design/methodology/approach – The study obtains its exploratory purpose through quantitative method by asking Gen Y participants about their perceptions of 20 guerrilla advertisements in the questionnaires. Those advertisements and the advertising scales are selectively chosen from previous literature so that the results truthfully reflect the effects of guerrilla marketing under consumer perspective. Findings – The results show that, creativity, as a combination of novelty and relevance, has the strongest direct and indirect effect on WOM intention. Similarly, surprise factor, the claimed root philosophy of guerrilla marketing, is confirmed when it also impacts directly and indirectly consumer behaviour. Message credibility plays a meaningful mediation role, and through this, message clarity manifests its indirect influence on WOM. Originality/value – The study supports the belief that guerrilla marketing is suitable for any business because of its effectiveness and efficiency. More significantly, the awareness of Gen Y consumers of the advertisements, with or without knowing that these ads belong to guerrilla advertising, strengthens the expectation that guerrilla marketing in general and guerrilla advertising in particular are recommended choices when they reflect what common marketing and advertising should be.

This study was conducted to identify key factors affecting tourists' satisfaction as well as their return intention towards Vung Tau tourist destination. Quantitative approach was major method applied and questionnaires were delivered to 301 leisure tourists visiting the beach city of Vung Tau. The significant correlations between variables indicated that better destination image, natural and cultural environment, price, infrastructure, accessibility, local cuisine, leisure and entertainment, and destination satisfaction could lead to higher tourists' return intention. In addition, the empirical results showed that destination image, infrastructure, price, natural and cultural environment, and tourists' destination satisfaction significantly and positively affected tourists' return intention. Contrarily, safety and security provided significant negative effect on tourists' return intention. 