Abstract
The main objective of this study is to finding the images of Vietnam tourism destination perceived by Malaysian tourists. The study based on replies to 599 questionnaires and the secondary data. The Structure Equation Modelling was employed to identify the relationship among the variables. The result of Confirmation Factor Analysis (CFA) shows the beneficiary images of Vietnam including of “interesting history and rich culture” “delicious cuisines and friendliness”. The negative images in Vietnam consists of poor transportation, poor infrastructure and cleanliness problems that challenges to tourism Vietnam destination. The study may be interesting to destination marketers, Vietnam Government and Travel Companies, especially for those developing destinations which intend to differentiate themselves from others country.
Highlights
Tourism is one of the growing factor that contributing tremendously to the economic development of the world (Salleh et al, .2013; Haque & Khan 2013; Mohamed et al, 2013; Salomao et al, 2013)
The final list of attributes was compiled from the various sources i.e. literature review that is relevant to Vietnam about destination images, Malaysia tour operators’ image, brochure and the free elicitation of the three holistic images of Vietnam during the pre-tested and pilot testing
The negative images in Vietnam consists of poor transportation, poor infrastructure and cleanliness which imposes challenges to tourism industry of Vietnam should be given special attention for necessary rectification
Summary
Tourism is one of the growing factor that contributing tremendously to the economic development of the world (Salleh et al, .2013; Haque & Khan 2013; Mohamed et al, 2013; Salomao et al, 2013). Regardless of today’s economic recession but travelling services and tourism industry have not stopped and are still growing gradually It plays a key role in fostering the global economic growth and brings about developments of other sectors such as infrastructure, investment, transport, services and so on. Always in an increasing trend, Vietnam is still far behind compared to Malaysia, Thailand and Singapore in attracting foreign tourists (Le 2010; ASEAN Secretariat, 2008). This is due to Vietnam tourism destination marketing is still weak and only base on subjective experiences (Le, 2010). Vietnam have to better develop its tourism products, especially on images of the tourism (Binh, 2013)
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