International tourism in the current globalization trends is inevitable and objective for all countries in all era, whether developed or developing. Today, international tourism organizations are increasing. They occupy a large proportion of the national income of many countries around the world. Tourism is a key to bring prosperity to both rich and poor countries, which account for 40% of global trade services (UNWTO). Vietnam Government has implemented many methods to attract international tourists. Vietnam is country that has beautiful natural resource, rich culture, delicious cuisine, new experiences.
A successful business is a business that has the ability to select and offer the right products or services to their customers. Understanding about the customers and then selling the right products or services to right customers are the important processes of a business. This paper will mainly explore the major factors that may influence the choice of destination in Vietnam for international travelers based on three respects: travel motivation, tourists’ image of Vietnam, and personal factors attributes.
This study is based on both theoretical and empirical. The theory that used in this study is a set of concepts and definitions about tourism destination, destination image, tourism destination marketing and customer behavior in the travel sector.