1.

Title of project
Nghiên cứu hành vi tiêu dùng du lịch của du khách Mỹ tại VN cho Cty TNHH Viet
Cone Travel.
Research on the Consumer Behavior of American Tourists in Vietnam for Viet Cone
Travel.
 ABSTRACT

Viet Cone Travel Co., Ltd. is a travel company in Vietnam specializing in organizing
sightseeing tours and picnics with the tourism criteria of responsibility and closeness to
nature. Since its establishment, the company has mainly focused on the target market of Italy.
However, this market has certain limitations, so the company wants to aim to expand its
operations to English-speaking regions such as Northern Europe or North America.
Therefore, the purpose of this research is to help Viet Cone Travel gain insight into the
consumption behavior of American tourists in Vietnam. We use two main research methods:
Secondary research method and Primary research method (Conducting IDIs with the
company founder and surveys with 108 American tourists in Vietnam). Our paper is divided
into several main parts including Company Introduction & Problem Statement, Literature
Review, Method of inquiry, Result of the project, and Conclusion & Action plan. Finally,
Deliverables as an appendix are ​shown for an overview of the next project.
 1. Problem statement

1.1. Company Introduction

Overview
Viet Cone Travel Co., Ltd., or Viet Cone Travel is a travel company founded and operated by
experienced travel experts, passionate about discovering the diverse beauty and treasures of a
country renowned for its multifaceted nature, with an intimate knowledge of its every corner.
With a deep understanding of Vietnam's diverse landscapes, rich culture, and vibrant
communities, Viet Cone Travel organizes unforgettable itineraries to suit every traveler's
interests and preferences. Currently headquartered in Hanoi, the company is strategically
positioned to facilitate travel experiences across the country, spanning the provinces of
Vietnam.

Figure 1: Viet Cone Travel’s Official Logo

Company’s main activities
Viet Cone Travel Co., Ltd. is one of the travel agency units that operates inbound tourism and
domestic tours for tourists visiting Vietnam. The company's main activities include:
● Transporting passengers by inter-provincial and intra-provincial buses; Car rental with
driver to transport passengers, transportation contracts for sightseeing and tourism.
● Reservation services and related tour organization and advertising support services.
● Travel agency and tour operator services (CPC 7471).
● Organize trade introduction and promotion
● Tourism business for tourists coming to Vietnam.

As a travel agency company, Viet Cone Travel provides travel services for tourists to various
destinations in Vietnam such as Sapa, Cao Bang, Ninh Binh, Hue, Hoi An,... and many other
attractive places. The products are incredibly diverse and varied, catering to the travel needs
of a wide range of tourists. In addition, the company offers numerous accommodation
options, allowing guests to choose accommodations that best suit their preferences and
financial capabilities.

The company’s main customers are inbound, mainly Italian tourist groups and other
European countries such as Hungary, and France,... During the process of formation and
development, Viet Cone Travel provided two main product lines: basic lines and specialized
lines, each line reflecting a separate market segment and travel needs. Viet Cone's basic
product line serves a wide range of tourists, focusing on famous tourist destinations,
historical landmarks, and local cuisine, providing comfortable, convenient experiences.
Besides, the company's specialized product line focuses on deeper cultural exploration,
combining traditional cultural festival activities, discovery, and connection with indigenous
people.

1.2. Problem statement

In recent years, the tourism industry has grown rapidly in many countries around the world
and attracted widespread attention. The need to travel not only comes from tourists wanting
to relax but also from the desire to explore, experience, and enjoy life. As a travel company in
Vietnam, Viet Cone Travel always aims for tourism products related to culture, and
experiences that are sustainable, responsible, and close to nature to preserve the beauty of
culture, and national identity, while also bringing value to both locals and tourists. Currently,
Viet Cone Travel is focusing mainly on the Italian market. Although the company has
successfully established a stable customer base for this market, it is niche, small, and difficult
to scale. This poses challenges for the company's growth and expansion plans. Mrs. Bich
Nga, the founder of Viet Cone Travel, said: “After a period of contact and work, I realized
that the Italian market is currently quite small and the customer base is gradually becoming
saturated. Therefore, the company wants to expand into English-speaking countries, such as
the big areas of Northern Europe or North America." It can be seen that the company intends
to exploit and expand operations in the US market - a large, diverse, and potential market.
Before building a strategy to access the US market, Viet Cone Travel needs to conduct
in-depth research on the tourism market in the US, including understanding the tourist needs
in Vietnam and potential customer groups consistent with the company's development goals.
Researching the travel behavior of American tourists in Vietnam helps the company diversify
its customer base, reduce risks, and enhance stability and sustainability in business. From
there, the business can create many tourism products of high quality, great appeal, and
suitable to the needs of American tourists to attract them to spend resources (time, money,
effort, etc.) to consume products, contributing to bringing various human values ​and
economic benefits to the area, as well as introducing the country's national culture and unique
places to friends in all over the world.

After a discussion with the company founder, we realized that the company is developing
both product lines which are basic and specialized. Therefore, our research objective will be
to understand the needs and preferences of American tourists when traveling in general,
rather than dividing it into sustainable tourism as proposed in the initial proposal. By taking a
broader look at American tourists' general travel needs and preferences, we can gather
insights that will be valuable for developing and marketing tourism products that Viet Cone
Travel plans to offer. This comprehensive approach will allow us to provide
recommendations that cater to the diverse interests and expectations of the American travel
market, positioning the company to effectively attract and serve this customer segment across
its entire range of tourism services.

2. Literature review

2.1 Tourism and Tourist

2.1.1 Tourism

Tourism is currently an economic industry with high economic efficiency, one of the largest
and fastest-growing industries in the world. Many countries around the world consider
tourism development, especially international tourism activities into a country (inbound), as a
national policy to solve socio-economic problems. Vietnam's tourism industry in 2023 marks
an impressive recovery of Vietnam tourism. According to the updated data from Vietnam's
National Authority of Tourism, international arrivals reached 12.6 million, nearly 3.5 times
more than in 2022 and exceeding 57% of the original target. Tourism encompasses all
journeys from one place to another. It includes all individual trips to a country for leisure,
work, residency, and education. "Tourism" is the temporary short-term movement of people
to destinations outside their usual place of residence and work, as well as their activities
during their stay at these destinations (Dilek & Kulakoğlu, 2018). According to Jafari (1977),
“Tourism is the study of man away from his usual habitat, of the industry which response to
his needs, and of the impacts that both he and the industry have on the host’s socio-cultural,
economic and physical environments.” The term "tourism" has not yet been unified into a
common concept among countries around the world, however, in 1991, the World Tourism
Organization (UNWTO) officially defined the word “Tourism” as “comprises the activities of
persons traveling to and staying in places outside their usual environment for not more than
one consecutive year for leisure, business, and other purposes not related to the exercise of an
activity remunerated from within the places visited”. The Vietnam Tourism Law 2017 has
introduced the following concept: "Tourism is activities related to trips of people outside their
usual place of residence for a period of not more than 01 consecutive years to meet the needs
of sightseeing, relaxation, entertainment, learning, exploring tourism resources or combining
with other legal purposes".

2.1.2 Tourist

The tourist activity has two components, "a dynamic element - the journey, and a static
element - the stay" (Burkart & Medlik 1974:40). Tourists can be defined based on their
activities; tourists are people whose activities involve a vacation away from their regular
residence for at least one night (Leiper, 1979). In another sense, tourists are consumers at
tourist destinations through activities that use the resources where they visit. Vietnam
Tourism Law 2017 stipulates the concept and classification of tourists as follows: "A tourist
is a person who travels or combines travel, except for cases of going to school or working to
receive income in destination". Accordingly, tourists include inbound tourism, outbound
tourism, and domestic tourism. Inbound tourism refers to visitors coming from abroad to a
specific destination, while outbound tourism involves residents of one country traveling to
another country. International tourists are an indispensable source to promote the
development of Vietnam's tourism industry.

2.2 Tourism Consumer Behavior

2.2.1 Definition

Consumer behavior in tourism refers to the behavior that tourists exhibit in seeking to
purchase, use, evaluate, and dispose of tourism products that they expect will satisfy their
needs during their trip. That reflects both the decision-making process before and after these
actions (Engel, et al., 2001). Consumer behavior in tourism concentrates on how people
decide to use available resources such as money, time, effort, etc. to consume tourism-related
products during the trip. It is the entire action that consumers exhibit during the product
exchange process. In other words, consumer behavior in tourism is the thoughts, feelings and
actions that take place in the process of deciding to purchase goods or services of tourists
under the interaction between factors of the external environment and their internal
psychological processes.
In 1976, Wahab, Crampton, and Rothfield introduced a linear model related to the
decision-marketing process on tourism, which proposed that all tourism decisions follow a
similar process and phases (Figure 1).

Besides, travel-purchasing behavior was described by Mathieson and Wall through a 5-stage
linear model in 1982 (Figure 2). It can be seen that it is a continuous process, not only
occurring at the time tourists spend money and use tourism products, but also at the time
before making the trip and the consequences afterward.

2.2.2 Factors Affecting Tourism Consumer Behavior

According to Kotler and Armstrong (2012), four main factors strongly influence consumer
behavior: cultural, social, personal, and psychological (Figure 3). These factors are important
in approaching consumer decision-making processes and models.
Cultural factors
Cultural factors have a profound influence on consumer behavior in tourism, including
culture (general culture), subculture, and social class. Culture determines the basic values,
perceptions, and preferences for tourism resources, tourism destinations, and the services and
goods that satisfy desires and needs while traveling. Each tourist from different territories
will have different cultural values, as well as different consumption behaviors. In addition,
subcultures are smaller divisions within a culture, including “nationalities, religions, racial
groups, and geographical regions” (Kotler & Armstrong, 2012). Different subcultures have
their lifestyles, and consumption behaviors and form different market segments. Social
classes are relatively homogeneous and durable strata in society, arranged in an order, and
members of those classes share the same values, interests, and behaviors. Groups of people
belonging to the same social class often tend to exhibit relatively similar behavior, including
travel consumption behavior.
Social factors
Social factors are divided into 3 groups: reference group, family and the role and status of
tourists. Reference group refers to a group that offers views as a basis for another individual's
judgments, opinions, and actions. It could be classmates, neighbors, co-workers, or any group
the consumer trusts. Consumers often use reference groups as a guide to specific behaviors.
Next, the influence of family members on tourists' travel consumption behavior in deciding
the trip, choosing the destination as well as the length of time, time of travel and goods
services during travel. People also tend to choose travel products that suit their role and
status.
Personal factors
The tourism consumption decision process is also influenced by some personal
characteristics. The first is the age and life cycle stage, which marks the milestones that shape
the different needs, tastes, and purchasing power of travel consumers. Second, occupation has
an important influence on the nature of tourism products that consumers choose during the
decision-making process such as hotels, restaurants, dishes,... Third, the economic situation is
the deciding factor in whether or not to make a trip and how much the trip costs, and also
significantly affects several other behaviors during the trip (shopping, spending). A person's
economic status includes consumption income, savings, and assets, including borrowing
capacity and attitudes toward spending and saving. Next, lifestyle contains the entire
behavioral structure expressed through the individual's views, interests and actions in the
living environment. Even if people are in the same social class, the same age or the same
culture, there will be people with different lifestyles that lead to different travel needs.
Finally, personality and self-concept also have a significant influence on travel consumption
behavior.
Psychological factors
Psychological factors such as motivation, perception, understanding, beliefs and attitudes are
also believed to influence travel behavior. A motive or drive is a need that is pressing enough
for the person to seek to satisfy that need, and need satisfaction is a reduction in tension.
Motivation to travel is the cause of purchasing behavior and the result of purchasing travel
products, motivating actions associated with satisfying individual travel needs. Motivation
motivates people to act, but how human actions take place depends greatly on perception.
Tourism consumers can have different perceptions of the same impact factor due to three
cognitive processes (selective attention, selective distortion, selective memory). Next,
understanding helps tourists generalize and differentiate when exposed to tourism products
with similar characteristics. Besides, tourists' beliefs or attitudes are a combination of
opinions, beliefs, experiences, desires, and reactions to tourism products. Beliefs and attitudes
are very difficult to change, creating sustainable habits for tourists with things they are
familiar with, allows individuals to save time, energy, and mental energy in subsequent
consumption to satisfy the same type of need.

3. Method of inquiry

To ensure the research related to our project is conducted objectively, we have decided to
apply two main methods including the secondary research method and primary research
method. In the primary research method, we apply qualitative and quantitative methods to
collect needed data as well as the company’s information to have a better understanding of
our proposed problem.

3.1. Secondary research method

To gain a foundational understanding of American tourist consumer behavior in Vietnam, we
will conduct a thorough review of existing scholarly and industry publications. This will
involve searching academic databases, travel industry reports, and relevant news articles.
Specifically, we will target articles that explore spending habits, travel preferences, and
decision-making factors of American tourists in Southeast Asia, with a focus on Vietnam.
Articles published in tourism journals, market research reports by reputable firms and travel
industry publications will be prioritized. Firstly, we will explore popular tourist destinations
and activities favored by American travelers. This will help us understand their interests and
preferences within the Vietnamese landscape. Secondly, we'll examine accommodation
choices and budgeting practices commonly employed by American tourists. This will provide
insight into their spending habits and comfort levels. Finally, we will identify emerging trends
within the American tourist market in Vietnam. This could include a growing interest in
sustainable travel practices or a rise in demand for adventure experiences.
By analyzing this existing research, we can identify key themes and potential areas for further
investigation through primary research methods

3.2. Primary research method

3.2.1 Qualitative method

We applied a qualitative method to get comprehensive insights into various facets of the
companies' operations, with a particular focus on understanding their products, current
performance, and potential for growth in catering to American tourists. We first listed
open-ended questions and through in-depth conversations with the company owners, we
gained a deep understanding of their offerings, including their unique features, how they
value their propositions, and the service standards that set them apart in the market.
Additionally, we gave discussions centered on assessing the company's current performance
metrics such as market share, customer satisfaction levels, and revenue trends, providing
valuable insights into their competitive positioning and operational efficiency. Moreover,
exploring the owners' perspectives on potential growth opportunities, including expansion
plans they might approach, and diversification strategies they make, offered invaluable input
for strategic planning and decision-making. By leveraging qualitative interviews with
company owners, the research was able to capture rich, firsthand insights into the overall of
their businesses, enabling an understanding of how they navigate the dynamics of the tourism
industry in Vietnam, particularly in catering to the needs and preferences of American
tourists.
Besides in-depth interview methods, we proactively researched some scientific research
articles or official newspapers related to tourism in Vietnam and the American preferance.
Furthermore, to supplement evidence for the proposed problem, we access and analyze
internal information provided by the company, including the number of bookings, the number
of contracted tour guides, and customers’ feedback.
 3.2.2 Quantitative method

To draw a comprehensive picture of American tourist behavior in Vietnam, we employed a

quantitative survey alongside qualitative interviews. This survey will target a random sample
of 108 Americans. The survey instrument will be organized, with closed-ended questions to
ensure consistency in replies and allow for smooth statistical analysis.

The survey will meet several key areas to illustrate American tourist preferences and their
perception of Vietnam. Firstly, we will explore their general travel habits, including
frequency of travel, preferred destinations, typical vacation durations, and budgetary
considerations. This will provide a foundational understanding of their overall travel patterns.
Secondly, we will assess their awareness of Vietnam as a tourist destination. This includes
gauging their familiarity with the country, and any preconceived notions they may hold about
Vietnam. Finally, the survey will explore their interest in visiting Vietnam in the future. This
includes gauging their preferred travel style (independent exploration, guided tours, etc.),
and any specific attractions or activities that pique their interest.

By analyzing the quantitative data gleaned from this survey of 108 American tourists, we can
identify overarching trends and patterns in their travel behavior and their perceptions of
Vietnam as a tourist destination. This statistically robust data will complement the rich
insights gained from the qualitative interviews, providing a more holistic understanding of
the American tourist market in Vietnam. Surveys are posted on American groups on
Facebook, Twitter, and Instagram or sent to individuals. In addition, to obtain a sufficient
sample, we went to some tourist destinations in Hanoi and distributed evaluation forms to
tourists there, along with asking directly for more indepth information. Their direct feelings
during their trip to Vietnam. This combined approach will be instrumental in crafting
effective strategies to enhance the overall tourist experience for Americans and attract even
more visitors from the US in the future.

4. The result of the Project

4.1 Overview of the American Tourist Market in Vietnam

In recent years, Vietnam has become a popular tourist destination for international visitors.
The report on the socio-economic situation in the first quarter of 2024 published by the
General Statistics Office said that international visitors to Vietnam in March 2024 reached
nearly 1.6 million people, an increase of 4.4% over the month ago and increased by 78.6%
over the same period in 2023. The number of international visitors to Vietnam in March 2024
is estimated to reach 1,599,074, an increase of 4.4% compared to February 2024 and 78.6%
compared to February 2024 with the same period in 2023. In total, the first 3 months of 2024
are estimated to reach 4,642,798 visitors, an increase of 72.0% over the same period in 2023
and an increase of 3.2% over the same period in 2019.

Regarding the size of the international tourist market, the US ranks 4th in the list of countries
contributing the most to the domestic tourism market in Vietnam with about 232 thousand
visitors, behind Korea, China, and Taiwan.

Figure 2: Top 10 international visitor markets in Q1/2024 (thousands of arrivals)

The US Business Insider newspaper reported that Vietnam is among the top destinations
chosen by tourists in Southeast Asia. American tourists often spend their vacations in
destinations such as Thailand, Malaysia, Singapore, and Vietnam. According to Google's
market trend tracking tool, the search volume of international tourists for travel to Vietnam in
2023 increased by over 75%, ranking 6th globally. The United States was one of the markets
with the highest search volume, with 3 specific regions: Iowa, California, and Virginia.
 Figure 3: Search Statistics for Tourism in Vietnam from January 1, 2024.
Source: Google Destination Insights

Figure 4: Search Statistics for Tourism in Vietnam by Region in the United States.
Source: Google Trends
Moreover, the United States is one of the world's leading countries for outbound tourism,
with annual spending on outbound travel trips reaching nearly $100 billion. The demand for
outbound travel in the U.S. is expected to reach $108.81 billion in 2024 and $412.26 billion
in 2034. Outbound tourism is expected to achieve an impressive CAGR of 14.2% through
2034. That is why many countries, including Vietnam, consider the U.S. an important market
to attract tourists.
 4.2 Research Results on Consumer Behavior of American Tourists Visiting
Vietnam

Among the 108 American tourists participating in the survey, the number of male tourists
accounted for 56.5%, which is the highest rate compared to the two other sectors. Followed
by male participants rate is 35.2% of female tourists and the remaining 8.3% of participants
belonging to other genders.

Based on the chart above, American tourists in the two age groups 20-35 and 36-55 tend to
travel the most, accounting for 38% and 34.3% respectively. Ranked third is the group of
participants older than 56 years old with about 23.1%. Finally, a minority of Americans in the
15-19 age group (4.6%) consume tourism in Vietnam. They are often tourists traveling with
family or relatives.
According to the survey, it can be seen that the number of American tourists traveling to
Vietnam for the first time accounts for 60.2%. The rate then decreased significantly with
26.9% of American tourists choosing to consume tourism for the 2nd and 3rd time. Finally,
9.8% of American tourists surveyed had visited Vietnam more than 3 times.

Regarding the length of stay of American tourists in Vietnam, 62 over 100 respondents spent
from 7 to 14 days on their vacation in Vietnam, accounting for 57,4%. And nearly 40% of
American visitors stay more than 2 weeks. The last group spends the lowest time presenting
only 3,7%, usually a group of people on a short business trip.
Next, we ask about the types of tourism preferred by respondents. Independent travel is the
more popular choice among the respondents, with nearly 70% preferring to plan and organize
their trips independently. Opting for package holidays is approximately twice the time less
than the remaining group. This information can be useful for tourism businesses and service
providers in Vietnam to understand the preferences of American tourists. They may need to
cater more to independent travelers by offering flexible options, self-guided tour materials,
and customizable experiences, while also having package tour options available for those
who prefer a more structured and pre-planned vacation.

The chart clearly shows that "Vacation" is the dominant purpose, with 96,3% of respondents
indicating this as their reason for visiting Vietnam. Some people have more than one purpose
when traveling to Vietnam, which can be combined vacation with other purposes like
business or visiting relatives. Overall, leisure travel and vacationing are the primary drivers
for American tourists visiting Vietnam, while business, visiting relatives, and other purposes
account for a smaller portion of the travel market.

When asked about the information sources through which tourists learn more about
Vietnamese tourism, the three sources of information that tourists most often refer to are
social networks, word of mouth, and the internet (possibly from tourist information pages
from Vietnam or newspaper pages, TV channels with information about Vietnam,...). These
channels likely provided first-hand experiences, reviews, recommendations, and visual
content that attracted potential tourists. Traditional sources like travel publications and
tourism fairs were also relevant but had relatively lower percentages compared to the online
and personal channels, with 1.9% and 22,2% respectively. This is also useful information for
Viet Cone so that the company can refer to expanding online communication more through
social networking channels or the internet to promote the image of Vietnamese tourism that
the company wants to aim and build.
For this question, tourists will evaluate the reliability of information on a scale from 1 to 5
(with 1 being the lowest and 5 being the highest). The research team has compiled a scoring
table for each factor customers choose, allowing them to rely on the scores to identify which
of the four factors—tourist advertising, local travel agencies, information from friends and
relatives, and information from previous trips—will serve as a reliable source of information
for customers to trust and choose to learn about travel in Vietnam.

Through the data table, it can be observed that among the four sources of information
provided, tourists will most consult and trust information from friends and relatives. When
surveyed, tourists also responded that they decided to travel to Vietnam because their friends
and relatives had previously visited Vietnam and had a good experience, recommending
travel to Vietnam. Therefore, the decision to travel to Vietnam is largely influenced by their
friends and relatives. Tourists also believe that experiences from previous trips are important
and make their next trip more comfortable. However, the surveyed tourist file mostly consists
of first-time visitors to Vietnam, so they have not had previous experiences in Vietnam,
mainly relying on media and information from friends and relatives.

For this question, tourists will be evaluated on the factors influencing their destination choice
on a scale from 1 to 5 (with 1 being the lowest and 5 being the highest). The results of this
question have also been compiled into a scoring table below to rely on the final total score to
identify the most influential factor in tourists' destination decisions.

When asked about the factors determining tourists' destination choices, the three factors that
tourists are most concerned about and have the greatest influence are the activities, prices,
and safety at the tourist destination, with safety being evaluated as the most important.
Tourists also care about the cleanliness of the environment at the tourist attractions, scoring
2051 points. This is also information for Viet Cone Company to build suitable tours that meet
the desires of tourists ensuring safety, reasonable budget, and offering attractive activities.
From the survey data, we can see that the majority of tourists are very interested in
ecotourism (nearly 60 out of the total of 108 surveyed). This figure is significantly higher
than other forms of tourism, specifically almost double the demand for historical tourism and
adventure tourism, and one and a half times higher than the demand for leisure tourism.
Additionally, forms of tourism such as historical tourism or leisure tourism are also favored
by many people as the second optimal choice, with adventure tourism being the least
prominent. This indicates that when planning a trip, tourists still prioritize ecotourism.
Therefore, developing ecotourism for American tourists is a completely potential and feasible
direction.

According to survey data, American tourists tend to stay in places with good facilities and
assured service quality, ranked first by hotels (91.7%), followed by villas/resorts. nursing
home with 75.9%, and homestay with 71.3%. Other less convenient forms of accommodation
are often less popular, with the lowest rate being campsites (23.1%) and especially host
houses and motels reaching only 0.9%. Thus, the general expectations of American tourists
when staying in Vietnam often focus on comfort, completeness, privacy, and stable quality.
Self-service services are often unpopular and unattractive.

There are many factors influencing tourists' choice of tourism products. According to the
survey results, there is a similarity between the expectations for accommodation services and
the factors influencing tourism choices. This is reflected in the greatest concern for service
quality (accounting for over 40 out of 108 respondents). Additionally, transportation and tour
prices are also considered among the most important factors (40/108 and 36/108,
respectively). Moreover, another factor influencing tourists' choices is the accessibility of
services, which 40/108 respondents selected as the second most important factor. The factor
voted as most neutral is the tour guide (over 40 people), which is consistent with the nature of
American tourists, as most of them choose independent travel, self-experience, and
exploration, so the tour guide is not a very important factor for them. Factors such as the
brand of the travel company only have a small influence on American tourists' choices of
tourism products. This helps lower the barriers to entry for Vietnamese travel companies
when expanding into the American market.
This question aims to indicate the sorts of activities that travelers like to do when traveling,
the result reveals a wide range of tastes and wants. Out of 108 survey participants, 75% of
them indicated they wished to experience local culture, indicating a strong interest in learning
and participating in local culture. Next, 63% of poll respondents want to explore culinary
culture, indicating that food is an essential part of their travel experience, these types of
travelers tend to visit places with a variety of food, and different food experiences interest
them. Climbing and hiking are activities that 62% of survey respondents are interested in,
indicating a willingness to discover and push themselves outside, these types will show big
interest in our mountainous area, which is covered with beautiful landscapes and health
challenges. Water-bashed activities grabbed the attention of 58.3% of survey participants,
indicating interest in investigating marine. These people will best suit our sea coast where
many activities are being organized. In addition, a variety of additional activities, such as
visiting homestays (39.8%), riding a motorcycle (30.6%), and engaging in craft and art
activities (21.3%), draw a significant number of participants. Overall, this diversity gives a
thorough insight into tourists' demands and preferences for experience in Vietnam.
Regarding the tourist landscape needs of surveyors, they also gave different answers based on
their own needs. Out of a total of 108 survey participants, 57.4% chose the sea area or places
near the sea as the main destination on their trip. This reflects their love for sea-related
activities, such as swimming, visiting beautiful coastal scenery, or enjoying extracurricular
activities on the beach. Next, 52.9% chose a place with mountains and forests, showing their
desire to explore and enjoy wild nature, as well as participate in activities such as trekking or
hiking, participating in activities with ethnic minority people. The remainder of the survey
respondents chose the delta as their destination, possibly reflecting an interest in visiting rural
areas and experiencing local life and culture. This provides an insight into visitors'
preferences and desires.

According to the survey, the majority of tourists coming to Vietnam have a good experience,
with 67.6% feeling that their expectations were met and 21.3% exceeding their expectations.
Only a small amount, accounting for 11.1%, felt that expectations were not met. Overall, it
can be concluded that expanding the Vietnamese tourism market to American tourists has
very potential, and there are many opportunities for further improvement and development.

5. Conclusion and action plan

During the process of researching the tourism consumption behavior of American tourists in
Vietnam, a general survey was conducted to better understand the factors influencing their
decisions when choosing tourism services. The results of the study provided an overview of
important factors such as tourist expectations, previous travel experiences, and the influence
of media and the internet.

Viet Cone Travel can use information from this research to optimize its marketing strategies
and develop tourism products and services. Having a better understanding of the needs and
desires of American customers will help the company create suitable tour packages and travel
experiences, from advertising on social media to improving customer service.

Additionally, continuously monitoring and evaluating new trends in tourism consumption

behavior is very important for Viet Cone Travel to maintain competitiveness and meet the
increasingly diverse needs of the tourism market. By applying the information and
knowledge from this research, Viet Cone Travel will be able to provide the best travel
experiences for American tourists in Vietnam and enhance its position in the international
tourism market.

6. Deliverables as an appendix

From the research results obtained, our team decided to develop a marketing plan to reach
potential customers for Viet Cone Travel. This plan will serve as a basis to help the company
better understand the new market and have a follow-up strategy, starting from the initial
stages. The marketing plan will outline specific strategies to target potential customers, build
brand recognition and ultimately drive sales and revenue for Viet Cone Travel. This will help
Viet Cone Travel effectively reach and interact with its desired customer base, thereby
facilitating expansion into the target market and ensuring long-term growth.
APPENDIX A: INTERVIEW QUESTION
(For the company’s founder)

No. Question

1 How is the company's tour development process carried out? What factors influence
destination selection and itinerary design? Can you share a story about the process
of developing a product?

2 What are the company's tour products? What makes the company's tour products
stand out or different from competing products?

3 What type of customers does the company think this tour is suitable for? And which
type of customers is the company's goal to attract?

4 What special experiences does the company hope visitors will have when
participating in Viet Cone 's tour?

5 What strategies has the company applied to care for and maintain relationships with
customers after the tour ends?

6 Are there any activities on the tour that the Company feels is specifically designed
to be different from other tour providers or specifically designed for the company's
customer group (e.g. Italian customer group?)

7 How does the company evaluate the American tourist market in Vietnam?

8 Are there any additional services not included in the tour, such as extracurricular
activities or special experiences?

9 What marketing strategies did the company use to promote its tour? Which
marketing channels have been most successful for the Company?

10 How does the Company collect feedback from customers? Does the company make
improvements based on that feedback?
APPENDIX B: SURVEY QUESTIONS
(For American tourists in Vietnam)
I. Personal Information
1. Gender:
a. Male
b. Female
2. Age range:
a. 15-19
b. 20-35
c. 36-55
d. 56+
II. Travel experience and expectation
1. How many times have you traveled to Vietnam?
a. Once
b. 1 - 3 times
c. More than 3 times
2. How long do you usually travel in Vietnam?
a. Less than 7 days
b. From 7 to 14 days
c. More than 14 days
3. What type of tourism do you take on?
a. Independent travel
b. Package holidays
4. What is/are the purpose(s) of that trip to Vietnam?
a. Business
b. Visiting relatives
c. Education
d. Vacation
e. Others, please indicate ____
5. From what source of information did you learn about Vietnam tourism?
a. Social media
b. Travel publications
c. Word-of-mouth
d. Tourism fairs
 e. Internet
f. Others, please indicate ____
6. How do the following factors affect your decision to learn about traveling to Vietnam?

Not at Very
Factors all much

Advertisement 1 2 3 4 5

Friends and relatives 1 2 3 4 5

Travel offices at your place 1 2 3 4 5

Previous trips 1 2 3 4 5

7. How do the following factors affect your choice of travel destination?

Not at Very
Factors all much

Destination attractiveness 1 2 3 4 5

Destination activities 1 2 3 4 5

Budget 1 2 3 4 5

Safety 1 2 3 4 5

Environment/Cleanliness 1 2 3 4 5
 8. Please indicate your level of preference for the following types of travel.,

Not at Very
Level of preferences all much

Natural/eco-tourism 1 2 3 4 5

Experiential cultural and historical 1 2 3 4 5

tourism

Adventure tourism 1 2 3 4 5

Leisure tourism 1 2 3 4 5

9. What types of accommodation do you like to stay in when traveling?

a. Hotel
b. Homestay
c. Villa/resort
d. Bungalow
e. Tourist camping site
f. Cruise
g. Others, please indicate ____
10. How important are the following factors when you choose a tourism product? (rate)
a. Travel company branding
b. Easy-to-access service
c. Price
d. Service quality
e. Tour guide
f. Transportation means used
11. What kind of local activities would you like to participate in?
a. Craft and Art Workshops
b. Motorbike Adventures
 c. Homestays and Village Visits
d. Cultural Experiences
e. Water-Based Activities
f. Hiking and Trekking
g. Cycling Tours
h. Street Food Adventures
i. Culinary Tours
12. What kind of environment do you prefer?
a. Lush areas, like on mountain or jungle
b. Beach
c. River area
13. Please evaluate your overall experience when traveling to Vietnam
a. Over expectation
b. Adequate expectation
c. Under expectation
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