ABSTRACT
The Association of Southeast Asian Nations (ASEAN) is an attractive tourist destination with diverse and unique experiences, in which Vietnam is considered one of the most famous destinations in this region. Quality evaluations and strategies for attracting international tourists are being thoroughly researched. However, the COVID-19 pandemic has had the most significant impact on the tourism industry, which has suffered greatly. Therefore, the recovery and expansion of international tourism necessitate the employment of tourism-related businesses and service sector workers. Extensive research must be conducted to identify solutions and new directions to recover the international tourist market's growth as quickly as possible. This study identifies the factors that influence the destination of international visitors visiting Vietnam after the COVID-19 pandemic by modifying and evaluating the scales of the theoretical model. Using the convenience sampling technique, data were collected through interviews with 208 international visitors, with 29 observed variables. Using SPSS 22.0, five factors influencing international visitors' decisions to visit Vietnam were revealed: tourist motivation, tourist attitude, destination image, social media, and environmental quality. Finally, the authors provide policy recommendations to enhance the allure and viability of Vietnam's tourism following the effects of the COVID-19 pandemic. This study's outcome is intended to establish the importance of the many variables influencing the choice of destination for international visitors.
ABSTRACT
Since the COVID-19 outbreak at the end of 2019, there have been many studies on its impact on the tourism industry. However, research on the effects of this pandemic on ethnic tourism business households is minimal. This study explores how COVID-19 has affected ethnic minority tourism businesses and how they have responded to the crisis. Two ancient craft villages of the Cham people, which are popular destinations in Ninh Thuan province, were selected as case studies. Data were collected from late 2021 to early 2022 through fieldwork and in-depth interviews with 20 subjects who ran Cham-owned business households. A mini-survey of 52 Cham-owned tourism business households was also conducted as a qualitative method to supplement the statistical data. The findings of this study are: the Cham tourism business households have been affected by the COVID-19 pandemic, but not significantly;and that the Cham business households have utilized their own advantages (such as a small business scale, utilization of available advantages, reasonable gender division of labor in the family, changing business strategies, and taking advantage of social media) to weather the crisis. This article contributes to the literature on the impact of disasters on tourism by focusing on how ethnic minorities use the business household model to overcome a crisis and by presenting evidence that ethnic tourism combined with business households is a sustainable model.