Image of Vietnam held by US tourists: Initial inquiry
Authors: Tran-tuan-Hung1; Schneider, Ingrid1; Gartner, William2
Source: Asia Pacific Journal of Tourism Research, Volume 11, Number 2, June 2006 , pp. 147-159(13)
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Abstract:
Global tourism, although affected by international terrorism events and contagious disease, remains relatively robust and still performs important economic and social functions. Asian nations can and should take the potential of foreign tourists seriously. One nation of particular interest is Vietnam. However, the image of Vietnam as a tourist destination is assumed to be relatively unknown, especially among US tourists. Given the critical nature of image as it relates to marketing and development, this is a serious void. The purpose of this project was to examine the image of Vietnam among the attractive US market. Utilizing a combined quantitative and qualitative approach, an on-site questionnaire to US tourists revealed they are mature, affluent and well educated. Factor analysis of quantitative items revealed four key elements in Vietnam's image: world heritage sites; atmosphere and attractions; service value; and quality. Content analysis of open-ended questions supported and extended this image by describing Vietnam's unique attributes as the world heritage sites, an exciting experience and positive emotion. Common elements included the food, friendly people and beauty. Utilizing this approach, it is possible to conduct a competitor evaluation. Implications for marketers and developers are presented.Keywords: Vietnam; image; continuum analysis; resource-based tourism
Document Type: Research article
DOI: 10.1080/10941660600727509
Affiliations: 1: Department of Forest Resources, University of Minnesota, USA 2: Department of Applied Economics, University of Minnesota, USA
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