The VMOST Journal of Social Sciences and Humanities

Syncretism in the worship of royal female deities in the Red River Delta: An interdisciplinary approach from area studies

2026-03-27T09:41:19+07:00

The worship of royal female deities in the Red River Delta is a distinctive phenomenon that exemplifies the interplay and creativity within Vietnamese cultural life. Drawing on an interdisciplinary approach from area studies and combining fieldwork with textual analysis, this paper examines the process of syncretism between the worship of royal female deities and external religious-philosophical systems such as Buddhism, Confucianism, and Daoism. At the same time, it highlights the unique fusion of courtly and popular elements within this belief system. Using evidence from worship spaces, festival rituals, local narratives, and authorised texts (including decrees, deity chronicles, inscriptions, and official titles in historiography), the study shows how dynastic authority is translated into local ritual legitimacy through titles, moralised biography, and the organisation of sacred space. The findings demonstrate that the worship of royal female deities not only honours the special role and status of women in Vietnamese history but also vividly reflects the flexibility, inclusiveness, and creativity of Vietnamese culture in absorbing and transforming external influences. In doing so, the investigation demonstrates the enduring vitality of Vietnamese culture within the broader regional context.

Educational cooperation as a pillar of Vietnam-Japan relations: The case of Vietnam Japan University

2026-05-27T09:24:04+07:00

Since the twentieth century, Vietnam-Japan relations have evolved through periods of tension and cooperation, with a sustained emphasis on partnership and development. While existing scholarship has focused primarily on economic, political, and diplomatic dimensions, educational cooperation - particularly in higher education - remains comparatively underexplored. This article addresses this gap by analysing educational cooperation as a structured component of Vietnam-Japan relations through the case of the Vietnam Japan University (VJU). Drawing on a qualitative case-study approach and document analysis, the study examines how policy commitments, resource allocation, and joint governance are translated into institutional design and measurable outcomes. The findings indicate that educational cooperation at VJU operates as an institutionalised mechanism linking diplomatic intentions with human resource development, reflected in governance structures, partnership networks, and academic outputs. At the same time, the case reveals constraints related to governance complexity, financial sustainability, and cross-cultural integration. By situating VJU within broader frameworks of education diplomacy, soft power, and higher education internationalisation, the article contributes to the literature by demonstrating how educational cooperation can function as a structured and operational “pillar” of bilateral relations, while also highlighting its context-dependent limitations.

Instructor-student interaction in online higher education: Comparing synchronous, asynchronous, and blended interaction at Can Tho University

2026-09-22T15:38:44+07:00

This study examines the current state of instructor-student interaction in online learning at Can Tho University, a public comprehensive university in southern Vietnam, with a focus on three forms of interaction: synchronous interaction, asynchronous interaction, and blended interaction. The study adopts a quantitative, cross-sectional, descriptive-comparative survey design. Data were collected from 636 students and 57 instructors with prior experience in online or blended teaching and learning at Can Tho University. The analytical methods employed include descriptive statistics, independent-samples t-tests, one-way analysis of variance (ANOVA), and multiple linear regression analysis. Descriptive statistics were reported for both groups, whereas all inferential analyses were conducted using the student sample. The findings indicate that the level of interaction in online learning ranges from moderate to relatively high, with synchronous and blended interactions being evaluated more positively than asynchronous interaction. Gender does not result in statistically significant differences in interaction levels; however, academic performance and familiarity with online learning have significant effects on all three forms of interaction. Regression analysis further reveals that only synchronous interaction shows a statistically significant association with students’ academic performance. This study provides empirical evidence within the context of Vietnamese higher education and offers practical implications for improving the effectiveness of online teaching and learning organisation.

Factors influencing students’ intention to use E-Portfolios through perceived benefits: A case study at Van Lang University

2026-09-22T15:42:27+07:00

This study aims to examine the factors influencing the intention to use electronic portfolios (E-Portfolios) among higher education students at Van Lang University (VLU). Drawing upon foundational technology acceptance theories, specifically the Information Systems Success Model and the Technology Acceptance Model (TAM), the research proposes a streamlined three-construct framework isolating system quality (SQ), perceived benefits (PEB), and intention to use (ITU). Data were collected through a cross-sectional survey from a diverse sample of 156 undergraduate students, graduate students, and alumni, and subsequently analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The empirical results reveal that SQ significantly and positively impacts PEB (β=0.755, p<0.001), and PEB robustly influences ITU (β=0.637, p<0.001). However, SQ does not have a direct statistically significant effect on ITU (β=−0.013, p>0.05). Instead, PEB fully mediates the relationship between SQ and ITU (β=0.482, p<0.001). These findings underscore that technical excellence acts as a hygiene factor, meaning it is a necessary but insufficient condition for E-Portfolio adoption. Ultimately, this study provides actionable insights for universities and developers, emphasising the need to translate technical capabilities into concrete academic and career-ready scenarios to foster sustained student engagement.

Unfolding green innovation through green human resource management: The roles of green creativity and green transformational leadership

2026-09-22T15:48:16+07:00

In the context of increasing environmental pressures and the growing importance of sustainable competitiveness, organisations are seeking strategic mechanisms to enhance green innovation (GI). This study investigates the relationships among green human resource management (GHRM), green creativity (GC), GI, and green transformational leadership (GTL). Drawing on the natural-resource-based view (NRBV) and social cognitive theory (SCT), the research develops and tests an integrated model explaining how organisational and psychological factors jointly foster GI outcomes. Data were collected from 339 managers and employees working in Vietnamese enterprises and analysed using partial least squares structural equation modelling (PLS-SEM) with SmartPLS. The findings indicate that GHRM significantly enhances both GC and GI. GC partially mediates the relationship between GHRM and GI, highlighting its role as an important internal mechanism translating HR practices into innovation outcomes. Finally, the results of the moderation analysis indicate that GTL significantly moderates the relationship between GHRM and GC. In addition, GTL positively moderates the relationship between GHRM and GI, strengthening the effectiveness of green HR practices under transformational leadership conditions. By integrating NRBV and SCT, this study extends the literature on green management by clarifying the multilevel mechanisms through which GHRM contributes to GI. The results offer important implications, suggesting that firms should combine green-oriented HR systems with transformational leadership behaviours to stimulate creativity and sustain competitive advantage.

TOWS matrix in agritourism development: A comprehensive strategic study in the former Quang Binh province

2026-09-22T15:54:47+07:00

This study develops a phased, resilience-oriented strategic framework for agritourism development in the former Quang Binh province, Vietnam, using evidence collected before the 2025 administrative reorganisation. Adopting a qualitative case-study design, the study applies a TOWS matrix to supplyside evidence from semi-structured, in-depth interviews with 13 agritourism owners/managers and four local officials. The data were analysed across five dimensions: physical capital and site carrying capacity; human capital; social capital; market access capability; and sustainability, resilience, and seasonality. The findings reveal a central tension: abundant agricultural and cultural resources and strong community cohesion coexist with weak inter-business linkages, limited tourism and marketing capabilities, restricted access to capital and technology, pronounced seasonality, and high exposure to natural hazards. The TOWS analysis proposes a phased roadmap that prioritises defensive and capability-building measures Strengths - Weaknesses - Threats/Weaknesses - Opportunities (WT/WO), followed by resilience-oriented adaptation Strengths - Threats (ST), product diversification, destination branding, and market expansion Opportunities (SO). The study contributes to agritourism research by highlighting the gap between community cohesion and formal business cooperation and by integrating resilience and seasonality into strategic planning. The framework may also support policymakers and practitioners in strengthening agritourism capabilities, collaboration, and sustainable market development in comparable resource-constrained destinations.

Review of the impact of digital transformation on accounting information systems

2026-09-22T16:00:10+07:00

This study systematises the theoretical foundations regarding the impact of digital transformation on accounting information systems (AIS) in business operations. The study applies the Narrative Review method to systematise and integrate research findings and discussions into a theoretical framework. The compilation focuses on the multidimensional interaction between the components of digital transformation (DT) and the components of AIS. The research findings indicate that “digital applications” have an impact on accounting software and accounting data, “standardise business processes and digital ecosystems” affect accounting processes, “improve digital competencies and skills of employees” affect accounting human resources, and “security and privacy” affect internal controls and accounting data. The study proposes a theoretical framework for researching the impact of digital transformation in business activities on AIS. In general, it suggests several directions to improve AIS in the context of digital transformation, including emphasising the strengthening of technology application elements, process standardisation, and digital ecosystems. In addition, it is necessary to enhance security and privacy in internal control and accounting data in the context of digital transformation.

Cultural resistance to digital transformation in Vietnamese higher education: Barriers and strategic responses

2026-09-22T16:06:32+07:00

Digital transformation in higher education is essential for enhancing teaching quality, administrative efficiency and institutional competitiveness. However, in Vietnam, cultural resistance poses a significant challenge, delaying the adoption of digital technologies in academic settings. This study employs a systematic literature review (SLR), synthesising evidence from peer-reviewed journal articles and relevant policy reports published between 2014 and 2024. The selection process was based on three key criteria: relevance to digital transformation in higher education, focus on cultural barriers and applicability to the Vietnamese or broader Southeast Asian context. Through thematic analysis, the study identifies five core dimensions of cultural resistance: (1) entrenched Confucian educational traditions, (2) hierarchical institutional structures, (3) resistance to role change among faculty, (4) disparities in digital literacy, and (5) institutional inertia. To interpret these factors, the study synthesises three theoretical frameworks - the Technology Acceptance Model (TAM), Diffusion of Innovations (DOI), and Hofstede’s Cultural Dimensions Theory - into an integrated analytical model that explains how cultural and institutional norms affect digital adoption in Vietnamese higher education institutions (HEIs). The study contributes a conceptual framework for understanding resistance patterns in culturally embedded HE systems and provides strategic recommendations, including leadership engagement, faculty digital training, and culturally sensitive blended learning models. Although theoretical in nature, this research offers a foundational basis for future empirical investigations and policy development, with broader relevance for other Confucian-influenced education systems undergoing digital transformation.

The role of brand trust, brand love and brand loyalty in brand defence at public universities in Ho Chi Minh City

2026-03-17T09:33:49+07:00

Brand defence has recently been recognised as a distinct construct in consumer-brand relationship research; however, its application in higher education remains limited. This study examines how students respond to negative information about their university brand and investigates the roles of brand trust, brand love, and brand loyalty in shaping such behaviours. Using a quantitative approach, data were collected from 283 valid responses from students and alumni of public universities in Ho Chi Minh city, Vietnam. The data were analysed using SmartPLS 3 with Partial Least Squares Structural Equation Modelling (PLS-SEM), following a two-stage procedure consisting of measurement model assessment and structural path testing via bootstrapping. The results confirm that brand trust, brand love, and brand loyalty all have significant positive effects on brand defence behaviour. These findings extend consumer-brand relationship theory to the higher education context and provide practical insights for universities seeking to strengthen brand resilience in increasingly competitive and digitally driven environments.

Personalisation in tourism: The role of mobile technology and AI in enhancing visitor experience - Evidence from Hoi An Ancient Town

2026-07-16T04:12:52+07:00

Mobile technology and artificial intelligence (AI) have become increasingly important in tourism. Their integration allows destinations to better understand tourist needs and deliver more relevant forms of support. This study examines the role of mobile technology and AI in shaping tourist experiences in Hoi An Ancient Town, with particular attention to how personalised travel experiences in a heritage destination are formed, perceived and interpreted. To address these objectives, the research employs a primarily quantitative exploratory-descriptive design informed by a preliminary qualitative phase of expert interviews. Survey results from 144 tourists indicate strong stated interest in AI-supported travel assistance, although this interest was not matched by uniformly high levels of current digital use. The findings suggest that the value of personalisation lies not only in technological responsiveness, but also in its practical relevance, usability and sensitivity to the socio-cultural context of a living heritage destination. The preliminary qualitative phase further provides contextual insight into the cultural specificity of Hoi An and the practical conditions under which personalisation can be understood as an interpretive experiential process embedded within the destination context, thereby contributing to a more cautious and in-depth approach to technology integration in heritage tourism. These findings provide exploratory evidence from Hoi An Ancient Town for future research on AI-supported personalisation in heritage tourism.

The cuisine of ethnic minority communities in the mountainous areas of Da Nang within an expanded urban space: From indigenous knowledge to contemporary values

2026-09-22T16:12:32+07:00

In recent years, Da Nang has often been recognised as a dynamic coastal city and a major centre for tourism, services, and events in Central Vietnam. While this image accurately reflects part of the city’s development, it has inadvertently overshadowed another cultural space that receives far less attention: the mountainous areas and ethnic minority communities living in the western and northwestern parts of the city, associated with the Truong Son mountain range. After July 2025, in the context of administrative boundary expansion and the restructuring of urban space, the mountainous areas of Da Nang have been more deeply integrated into the overall development structure of a modern city. In this process, the culinary culture of ethnic minority communities has emerged as a domain that both embodies indigenous knowledge and is significantly influenced by the market economy, tourism, and cultural exchange. By employing methods of synthesis, analysis, and ethnographic fieldwork, this article approaches the cuisine of ethnic minorities in the mountainous areas of Da Nang as a form of indigenous knowledge and a type of living heritage, examining it in relation to the process of urbanisation and the expansion of Da Nang’s urban space. On that basis, the study points out the values, transformations, and challenges facing ethnic cuisines, while also proposing several orientations for their preservation and promotion in the contemporary urban context.

Outlining the history of emotions in Vietnam: The case of Cao Ba Quat

2026-06-08T05:18:36+07:00

The emotional history of the Vietnamese people remains largely unexplored. To address this gap, this article analyses the literary works of Cao Ba Quat, a prominent figure in Vietnam’s sentimentalist movement during the eighteenth and nineteenth centuries. The study examines his emphasis on emotion, his methods of emotional expression, and the tension between emotional liberation and emotional restraint in his writing. It also highlights contradictions between his theoretical perspectives and practical applications, interpreting these tensions in relation to the constraints of centralised power on Confucian scholars in medieval Vietnam. Through the case of Cao Ba Quat, the article shows how literature could become a medium for articulating personal emotions, including grief, frustration, familial affection, and desire, while still remaining shaped by political, cultural, and literary constraints. By examining this case, the article delineates the limitations of the sentimentalist movement, which ostensibly liberated Vietnamese literature from the emotional constraints that dominated from the tenth to the seventeenth century, but did not fully overcome inherited norms of indirect and restrained expression.