The COVID-19 Pandemic and Factors Influencing the Destination Choice of International Visitors to Vietnam

Chihkang Kenny Wu, Minh-Thu Ho (), Thi Kim Trang Le () and Mai-Uyen Nguyen
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Chihkang Kenny Wu: Department of Tourism Management, Business Intelligence School, National Kaohsiung University of Science and Technology, Kaohsiung 807618, Taiwan
Minh-Thu Ho: Department of Tourism Management, Business Intelligence School, National Kaohsiung University of Science and Technology, Kaohsiung 807618, Taiwan
Thi Kim Trang Le: Department of Tourism Management, Business Intelligence School, National Kaohsiung University of Science and Technology, Kaohsiung 807618, Taiwan
Mai-Uyen Nguyen: Department of Tourism Management, Business Intelligence School, National Kaohsiung University of Science and Technology, Kaohsiung 807618, Taiwan

Sustainability, 2022, vol. 15, issue 1, 1-19

Abstract: The Association of Southeast Asian Nations (ASEAN) is an attractive tourist destination with diverse and unique experiences, in which Vietnam is considered one of the most famous destinations in this region. Quality evaluations and strategies for attracting international tourists are being thoroughly researched. However, the COVID-19 pandemic has had the most significant impact on the tourism industry, which has suffered greatly. Therefore, the recovery and expansion of international tourism necessitate the employment of tourism-related businesses and service sector workers. Extensive research must be conducted to identify solutions and new directions to recover the international tourist market’s growth as quickly as possible. This study identifies the factors that influence the destination of international visitors visiting Vietnam after the COVID-19 pandemic by modifying and evaluating the scales of the theoretical model. Using the convenience sampling technique, data were collected through interviews with 208 international visitors, with 29 observed variables. Using SPSS 22.0, five factors influencing international visitors’ decisions to visit Vietnam were revealed: tourist motivation, tourist attitude, destination image, social media, and environmental quality. Finally, the authors provide policy recommendations to enhance the allure and viability of Vietnam’s tourism following the effects of the COVID-19 pandemic. This study’s outcome is intended to establish the importance of the many variables influencing the choice of destination for international visitors.

Keywords: tourist destinations; choice of destination; international visitors; Vietnam tourism industry; COVID-19 pandemic (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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