A comparative study : China’ s and Vietnam’s inbound tourism marketing strategies

Abstract

We proposed our main research question as to how China and Vietnam market their countries as international tourism destinations? To gain a better result of the main research question, we also had three sub-questions to discuss, how have China and Vietnam shifted their marketing strategies in recent years? What is the current situation that China and Vietnam have used in international tourism marketing? How should China and Vietnam develop their international destination marketing? We also explained the definitions of international tourism, inbound tourism, and outbound tourism. During the research process, we have used document data, content analysis, sampling and collecting data, and benchmarking research methods. Based on reviewing and combing the relevant literature, this paper introduced the theoretical model of SOSTAC and SWOT to analyzed how China and Vietnam promote their international tourism design image. The paper also analyzed and discussed the inbound tourism policies development and strategies during different times in China and Vietnam and put forward some strategic suggestions to promote the sustainable development of the inbound tourism industry.

After the whole research process, we had found the results and answered our main research question. Meanwhile, we provided some suggestions on how China and Vietnam to promote their international destination image from the national policies level.