A Study On The Development Strategies Of Chinese Tourist Market In Vietnam’s Tourism Industry Based On Social Media

Vietnam has been recognized as an emerging tourism market in recent years.Tourism has brought tremendous benefits reflected through socio-economic indicators in this country.Besides,there are many business opportunities coming from the booming of the Vietnamese tourism market.However,the tourism sector is recently facing some huge challenges to maintain sustainable development in the coming time.In this context,a new development strategy is needed to change Vietnam’s tourism forward to a sustainable approach.Acknowledging restraints of Vietnam’s tourism and the prospect for boosting the tourism industry to the Chinese market by using social media,this paper will try to define essential knowledge about the Chinese conception of traveling.It will also look at the tourism market of this country by:(1)identifying the images of Vietnam as a tourism destination according to perception of Chinese tourists;(2)analyzing the current situation of the Vietnam tourism market and Chinese tourism market;(3)suggesting feasible ways using social media to improve Vietnam’s tourism marketing and promotion to attract Chinese tourists.Social media now play a significant role both on the demand and on the supply side of tourism allowing destinations to interact directly with visitors via various internet platforms,monitor and react on visitors’ opinions and evaluations of services.The paper defines the tourism destinations;characterizes the social media in tourism.It summarizes the main characteristics of social media with implication to destination communication strategy and deals with changes in visitors’ behaviour affecting the destination marketing.The main objective of the paper is to show that strategies aligned with social media can help destinations to remain competitive.Selected best practices of social media campaigns are presented;key elements of successful social media strategy are identified to attract more Chinese tourists.The empirical analysis is used to show several key aspects presenting strengths,weaknesses,opportunities,and threats of Vietnam’s tourism industry.Based on the analysis result,some policy implications and strategic suggestions are provided to develop the Vietnamese tourism sector forward a sustainable pathway in the future.