Analyzing public perceptions of street food in Ho Chi Minh City from a management perspective using data analytics and netnography approaches
Street food plays a pivotal role in tourism development, and effective management is crucial for optimizing its impact. This study explores public perceptions of street food in Ho Chi Minh City from a management perspective, utilizing data analytics and netnography approaches. By analyzing viewer co...
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| Format: | Article |
| Language: | English |
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HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE
2024-10-01
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| Series: | Ho Chi Minh City Open University Journal of Science - Economics and Business Administration |
| Subjects: | |
| Online Access: | https://journalofscience.ou.edu.vn/index.php/econ-en/article/view/3721 |
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| _version_ | 1850121339457765376 |
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| author | Hien Nguyen Trong Ton |
| author_facet | Hien Nguyen Trong Ton |
| author_sort | Hien Nguyen Trong Ton |
| collection | DOAJ |
| description | Street food plays a pivotal role in tourism development, and effective management is crucial for optimizing its impact. This study explores public perceptions of street food in Ho Chi Minh City from a management perspective, utilizing data analytics and netnography approaches. By analyzing viewer comments on street food videos, the research aims to understand public sentiment and its influence on local tourism. Data analytics methods employed include toxicity analysis, sentiment analysis, and 3D semantic clustering to group comments based on thematic relevance and sentiment. The findings reveal that the majority of feedback is positive, driven by factors such as affordability, cultural diversity, and the aesthetic appeal of food streets. Despite this, negative comments, while in the minority, often stem from cultural misunderstandings, preconceived biases regarding Vietnamese cuisine, or, in some cases, unfair competition in the tourism sector. To improve street food tourism and counter these misconceptions, several strategies are recommended. These include government-led initiatives promoting Vietnamese culinary culture globally, vendor training in business management and cross-cultural communication, and collaborations among local governments, tourism agencies, and the private sector. Additionally, establishing an official tourism blog for Ho Chi Minh City is proposed, allowing for authentic storytelling and data-driven analysis of tourist feedback to inform future marketing and service improvements. |
| format | Article |
| id | doaj-art-73f899237541465fa38b62041c082bd0 |
| institution | OA Journals |
| issn | 2734-9314 2734-9586 |
| language | English |
| publishDate | 2024-10-01 |
| publisher | HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE |
| record_format | Article |
| series | Ho Chi Minh City Open University Journal of Science - Economics and Business Administration |
| spelling | doaj-art-73f899237541465fa38b62041c082bd02025-08-20T02:35:07ZengHO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCEHo Chi Minh City Open University Journal of Science - Economics and Business Administration2734-93142734-95862024-10-0115415016110.46223/HCMCOUJS.econ.en.15.4.3721.20252274Analyzing public perceptions of street food in Ho Chi Minh City from a management perspective using data analytics and netnography approachesHien Nguyen Trong Ton0Van Lang University, Ho Chi Minh CityStreet food plays a pivotal role in tourism development, and effective management is crucial for optimizing its impact. This study explores public perceptions of street food in Ho Chi Minh City from a management perspective, utilizing data analytics and netnography approaches. By analyzing viewer comments on street food videos, the research aims to understand public sentiment and its influence on local tourism. Data analytics methods employed include toxicity analysis, sentiment analysis, and 3D semantic clustering to group comments based on thematic relevance and sentiment. The findings reveal that the majority of feedback is positive, driven by factors such as affordability, cultural diversity, and the aesthetic appeal of food streets. Despite this, negative comments, while in the minority, often stem from cultural misunderstandings, preconceived biases regarding Vietnamese cuisine, or, in some cases, unfair competition in the tourism sector. To improve street food tourism and counter these misconceptions, several strategies are recommended. These include government-led initiatives promoting Vietnamese culinary culture globally, vendor training in business management and cross-cultural communication, and collaborations among local governments, tourism agencies, and the private sector. Additionally, establishing an official tourism blog for Ho Chi Minh City is proposed, allowing for authentic storytelling and data-driven analysis of tourist feedback to inform future marketing and service improvements.https://journalofscience.ou.edu.vn/index.php/econ-en/article/view/3721data analyticsho chi minh citynetnographystreet food |
| spellingShingle | Hien Nguyen Trong Ton Analyzing public perceptions of street food in Ho Chi Minh City from a management perspective using data analytics and netnography approaches Ho Chi Minh City Open University Journal of Science - Economics and Business Administration data analytics ho chi minh city netnography street food |
| title | Analyzing public perceptions of street food in Ho Chi Minh City from a management perspective using data analytics and netnography approaches |
| title_full | Analyzing public perceptions of street food in Ho Chi Minh City from a management perspective using data analytics and netnography approaches |
| title_fullStr | Analyzing public perceptions of street food in Ho Chi Minh City from a management perspective using data analytics and netnography approaches |
| title_full_unstemmed | Analyzing public perceptions of street food in Ho Chi Minh City from a management perspective using data analytics and netnography approaches |
| title_short | Analyzing public perceptions of street food in Ho Chi Minh City from a management perspective using data analytics and netnography approaches |
| title_sort | analyzing public perceptions of street food in ho chi minh city from a management perspective using data analytics and netnography approaches |
| topic | data analytics ho chi minh city netnography street food |
| url | https://journalofscience.ou.edu.vn/index.php/econ-en/article/view/3721 |
| work_keys_str_mv | AT hiennguyentrongton analyzingpublicperceptionsofstreetfoodinhochiminhcityfromamanagementperspectiveusingdataanalyticsandnetnographyapproaches |