NDO - Asian tourists are not only interested in visiting but also tend to introduce friends and relatives to Vietnam. This shows a strong overall brand position. Vietnam's tourism brand is assessed to have a certain competitive position but there are still many points that need to be improved.
On February 28, The Outbox Company, a pioneering market research and data analysis company focusing on the tourism and hospitality sector in Asia, officially released a quick report on Vietnam's Destination Brand Strength through the perspective of Asian source markets.
The report analyzes Vietnam's tourism brands in 2024, assessed in Asian markets through data from Destination Navigate conducted by The Outbox Company. The measured indicators include Destination Brand Strength (DBS), a destination's ability to recommend (NPS), awareness, attractiveness and the likelihood of visiting Vietnam in the next 12 months of tourists from 8 major Asian source markets (excluding China).
The report also assesses the effectiveness of Vietnam's tourism promotion and compares Vietnam's competitiveness with other destinations in the Southeast Asian region; at the same time, provides a data source to support destination managers and businesses in the industry to better understand Vietnam's position, thereby helping to optimize strategies to attract international tourists.
Asian tourists' perspective on Vietnam's destination brand strength
The Destination Brand Strengths (DBS) Index reflects the level of recognition and image of Vietnam in key source markets in the region. The index is designed to measure both the Propensity to Visit and the Net Promoter Score of a destination. A strong brand index indicates that visitors are not only interested in visiting but also tend to recommend the destination to others, demonstrating a strong overall brand position.
The data shows that Thailand, Indonesia and India are the three markets that rate Vietnam’s tourism brand the highest, with scores of 142.8, 138.8 and 138.2 respectively. This shows that Vietnam has a positive brand image and high recognition in these markets. In contrast, Japan and Taiwan (China) have the lowest scores, at 106.9 and 103.4 respectively, reflecting limited tourist desire and interest.
Vietnam’s average score across the Asian market is 127.5, indicating that Vietnam’s tourism brand has a certain competitive position but there is still much room for improvement. To take advantage of the current advantage, Vietnam needs to step up its destination brand marketing campaign and expand the introduction of new tourism products in markets with high recognition levels. At the same time, promoting destination promotion strategies to reach markets with limited brand performance indexes such as Japan and Taiwan (China) is necessary to improve brand recognition and attract tourists’ attention in these markets.
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| Tourists enjoy their vacation on Phu Quoc Island. (Photo: ShutterStock) |
Indonesian, Thai and Indian tourists ready to recommend Vietnam as a destination
The Net Promoter Score (NPS) measures the likelihood that travelers will recommend a destination to others. According to data from the report, Indonesia, Thailand, and India are the markets with the highest NPS scores for Vietnam, at 51.0, 49.3, and 39.0, respectively, indicating that travelers from these markets are not only satisfied with their experiences in Vietnam but also tend to positively recommend it to friends and relatives.
In contrast, Japan and Taiwan (China) continue to be the markets with the lowest willingness to recommend index in the region, at -3.4 and -12.8 points, respectively. The negative scores indicate that the satisfaction level of tourists from these two markets is very low, leading to their low tendency to recommend Vietnam as an ideal destination. With a negative NPS index, tourists not only do not recommend others to visit Vietnam, but may also share negative experiences, greatly affecting the image of the destination. This raises the issue of improving the quality of tourists' actual experiences and adjusting marketing strategies to better suit the characteristics and needs of Japanese and Taiwanese tourists.
Vietnam’s average NPS score in the Asian market is 26.0, reflecting that Vietnam’s tourism image is still positive but needs to improve the overall experience to increase satisfaction and encourage tourists to recommend the destination. For markets with high NPS scores, it is necessary to take advantage of word-of-mouth marketing, create incentive programs for returning visitors and promote promotional content based on tourists’ own experiences.
Vietnam Destination Brand Health Index
The report also analyzes the health of Vietnam's destination brand in each specific market by measuring four important indicators including Destination Knowledge Score, Destination Familiarity Score, Destination Appeal Score and Propensity to Visit in the next 12 months.
Accordingly, the Vietnamese destination brand generally maintains a fairly high level of attractiveness for the next trip in all markets in the Asian region. The image of Vietnam as a destination is also somewhat well informed to tourists in most markets; except for some markets such as Japan, Taiwan (China) and Malaysia, which still have limited information about Vietnam as a destination.
The knowledge index of Vietnam destination in all surveyed markets is at a low average level, indicating that the rate of tourists returning to Vietnam for the second time among the total number of tourists from these Asian markets is still relatively limited. Korea is the market with the highest rate of tourists with a high level of knowledge about Vietnam at 27.3 percentage points.
The likelihood of tourists visiting Vietnam in the next 12 months also fluctuated significantly. India and Thailand had the highest consideration of Vietnam for their next trip, with scores of 37.3 and 36.3, respectively. Meanwhile, Japan and Taiwan (China) had the lowest consideration, with scores of 17.3 and 19.7, respectively.
Effectiveness of Vietnam tourism communication campaign
In addition, the Report also provides measurement data on the effectiveness of campaigns and communication activities to market Vietnamese tourism destinations in Asian markets.
Data from Outbox's survey shows that the level of access to Vietnam tourism marketing information through both direct and indirect channels for Asian tourists is currently only at an average level.
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A peaceful corner in Lo Lo Chai village, Ha Giang. (Photo: NGOC BICH) |
Thailand and Taiwan (China) are the two markets with the highest percentage of tourists reporting having seen Vietnamese tourism promotions, at 67% and 61% respectively. South Korea and Japan also have quite high recognition levels, at 60.4% and 57.7% respectively. These are all traditional and key markets for Vietnamese tourism in recent years. The positive effectiveness of communication activities reflects to some extent the diversity of Vietnamese tourism marketing channels in these markets, including direct campaigns by Vietnamese tourism agencies and indirect campaigns through tourism businesses.
In contrast, Singapore is the market with the lowest level of awareness of Vietnamese tourism marketing information, reaching only 38.9%. Malaysia and India have up to 51.7% of tourists who do not remember or have never seen Vietnamese tourism promotion, showing that a stronger communication strategy is needed to increase brand awareness in these two markets.
Need to improve brand marketing and positioning of Vietnam's tourist destinations
Although the DBS score is relatively positive in most surveyed Asian markets, when compared with the top destinations in Southeast Asia (including: Thailand, Singapore, Malaysia, Indonesia), it can be seen that Vietnam's tourism brand still has many limitations in terms of competitiveness.
Vietnam's tourism brand does not lead in brand strength index in all markets, even in the Korean market, which is the market where Vietnam tourism ranks first in terms of number of visitors over the years, Vietnam's DBS index in this market only ranks second in the region, after Singapore.
In terms of intra-regional markets in Southeast Asia, Thailand is the market where Vietnam recorded the most positive DBS index, ranking second after Singapore. In most other Southeast Asian markets, Vietnam's tourism brand is still very limited compared to its competitors. This partly reflects the level of interest and investment in promoting Vietnam's tourism, which is still not invested appropriately.
In the remaining key markets such as Taiwan (China), Japan or high growth potential such as India, Vietnam's tourism brand also appears relatively modest compared to neighboring countries, ranking last or second to last in most markets.
The annual growth in the number of visitors shows the development potential of each destination, but indicators measuring brand strength and destination health will provide management agencies with a more comprehensive view of the sustainable development capacity of that destination in target markets. The measured indicators of Vietnam's tourism brand in 2024 from the report show that although it is still witnessing positive growth in the number of visitors in the markets, it can be seen that Vietnam's tourism still has many limitations in brand marketing and destination positioning.
This is likely to threaten the stable development and competitiveness of Vietnam's tourism destinations in the future; requiring a new approach in thinking and action to improve the effectiveness of marketing Vietnam's tourism brand.
Source: https://nhandan.vn/suc-manh-thuong-hieu-diem-den-viet-nam-qua-goc-nin-cua-cac-thi-truong-nguon-chau-a-post862434.html
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