Abstract:

This study examines the Vietnamese government’s role in marketing the country as a global tourist destination, focusing on marketing strategies, resource allocation, policy implementation, industry collaboration, and responsible tourism promotion. A generalized structured component analysis was used to analyze data from a convenience sample of 240 international tourists and key stakeholders in Ho Chi Minh City. The results show that government strategies, resource distribution, policies, collaboration, and responsible tourism efforts significantly influence the perceptions of Vietnam as a tourist destination. The study recommends enhancing collaboration, adopting integrated marketing strategies, efficiently allocating resources, refining policies, and promoting responsible tourism. Despite these limitations, this study provides insights for policymakers and stakeholders in Vietnam and other countries seeking to enhance their tourism sectors. It contributes to the literature by analyzing Vietnam’s context and providing a framework for comparative studies. Recommendations include developing targeted marketing strategies, investing in infrastructure and campaigns, streamlining procedures, partnering with industrial stakeholders, and promoting sustainable tourism.