Attributes of the destination image of Vietnam for international tourists

Abstract

Purpose The purpose of this research is to synthesize specific attributes of the destination image of Vietnam as perceived by international tourists by reviewing previous works from 2008 to 2022. This paper aims to address the following research questions (adopted from Echtner and Ritchie, 1993): What images or characteristics come to international tourists' minds when they think of Vietnam as a tourist destination? How would tourists describe the atmosphere or mood that they expect while visiting Vietnam? Design/methodology/approach This study carried out a systematic review of articles published from 2008 to 2022 that related to the attributes of the destination image of Vietnam as perceived by international tourists. Further, the terms, “attributes,” “perceived destination image,” “Vietnam” and “international tourists” were used as keywords during the data search. A total of 41 articles were identified through this process. In the second stage, following a rigorous review, articles were removed if their main research focus was not on the attributes of the destination image of Vietnam. A total of 12 articles were finally selected for analysis. Findings The findings provide an overall and comprehensive picture of international tourists' perception of the destination image of Vietnam. They indicate that international tourists have some positive destination images of Vietnam in regards to some functional attributes. Moreover, the study also summarizes negative attributes of the destination image of Vietnam as perceived by international tourists. Originality/value The study could help destination management organizations (DMOs) promote specific destination images of Vietnam as a tourist attraction. These attributes can be a good way to show the uniqueness of Vietnam to potential tourists and explore appropriate ways to promote international tourists' experience.