Market Targeting in International Tourism: The Role of the Vietnamese Government

Abstract

This study investigates how the Vietnamese government targets international tourism markets to advance sustainable development in the tourism sector. Amid global competition and sustainability demands, it assesses the effectiveness of three key strategies - market opportunity analysis, destination image promotion, and destination management - in attracting international tourists while ensuring economic, environmental, and social benefits. Employing Generalized Structured Component Analysis (GSCA), the research analyzes data collected from Vietnam’s tourism authorities between June and October 2023. Results demonstrate that these government-led initiatives significantly enhance Vietnam’s appeal to global tourists and promote sustainable practices during that period. The findings emphasize the critical role of government intervention in aligning economic growth with ecological and societal well-being. By integrating market targeting with sustainability goals, this study provides actionable insights for policymakers and proposes a replicable model for sustainable tourism development that can inform strategies worldwide, particularly in emerging tourism destinations like Vietnam.