Comparing Cross-Cultural Dimensions of the Experiences of International Tourists in Vietnam

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Vietnam’s location in South East Asia places it well to benefit from tourism growth trends regionally and globally. It appeals to international tourists because of its long history, its culture and its unique customs and habits. Vietnam is experiencing rapid international tourism growth of visitors from different cultural backgrounds which places pressure on tourism service providers. If development is to be well managed, tourism professionals will need to broaden their understanding of both Western and Asian visitors, and managers need to encourage an atmosphere of familiarity and comfort amongst tourist groups, thus enhancing visitor satisfaction. However, appealing to diverse tourists markets is difficult because the needs of visitors are culturally determined and complex. Despite the importance of tourism for Vietnam, no research has attempted to measure tourist satisfaction in a cross-cultural context. In the present paper, a conceptual framework is proposed to explain the determinants of satisfaction amongst international tourists from different cultures when holidaying in Vietnam. In developing the proposed model, a review is undertaken of the concepts of culture, rules of behaviour, tourist perception and satisfaction. A range of factors are take into account including internal factors (such as cultural values, rules of behaviour, socio-demographics, behavioural and other travel characteristics) and external factors including tourist perceptions of their hosts and of products and services.