Description

Book Synopsis
The application of market segmentation techniques is long established in the tourism and hospitality literature. Various methods have been proposed for dividing market segments into homogeneous or distinct groupings with regard to socio-demographic, travel characteristic, psychographic, geographic and behavioural characteristics. In the present study, nationality (cultural differences) in combination with visitor demographics and travel characteristics were used to investigate the similarities and differences of international tourists from China and the USA with regards to their perception towards the Vietnamese service provider''s attributes and performances. The results have shown that there are more differences than similarities between the two samples in terms of cultural values and perceptions.

Tourism Service Experiences in Vietnam

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    A Paperback / softback by Thuy-Huong Truong, Brian King

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      Publisher: Nova Science Publishers Inc
      Publication Date: Publication Date: 04/02/2011
      ISBN13: 9781617280344, 978-1617280344
      ISBN10: 1617280348
      Also in:
      Hospitality, sports and leisure industries

      Description

      Book Synopsis
      The application of market segmentation techniques is long established in the tourism and hospitality literature. Various methods have been proposed for dividing market segments into homogeneous or distinct groupings with regard to socio-demographic, travel characteristic, psychographic, geographic and behavioural characteristics. In the present study, nationality (cultural differences) in combination with visitor demographics and travel characteristics were used to investigate the similarities and differences of international tourists from China and the USA with regards to their perception towards the Vietnamese service provider''s attributes and performances. The results have shown that there are more differences than similarities between the two samples in terms of cultural values and perceptions.

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