The communication and service style of staff needs significant improvement as Da Nang conducts its first survey on the attractiveness of the destination to tourists.
On October 27th, the City Tourism Promotion Center released its report on the Attractiveness of Da Nang as a Destination. Sincere, professional, and exciting are three adjectives chosen by both domestic and international tourists when describing the image of this central Vietnamese city. Nearly 70% of tourists visit Da Nang for leisure and relaxation. The most common length of trip is 3-4 nights, and the return rate is over 50%.
Da Nang viewed from above. Photo: Nguyen Sanh Quoc Huy
The study was conducted over three months (July, August, and September) as part of the "Measuring Da Nang's Destination Attractiveness Index" project. The results are based on assessments from two main groups: domestic and international tourists, and businesses operating in the tourism industry. Tourists were surveyed based on four criteria: accommodation, food and beverage services, beaches, and attractions.
In particular, the highest satisfaction rating was for accommodation (5.76 points) and the lowest for food and beverage services (5.08 points). The communication and service style of the staff is an aspect that needs improvement, as the satisfaction rating was only average (4.85).
Nearly 48% of tourists rated Da Nang's promotional efforts as a "good" destination, with their actual travel experiences closely matching the information they had researched beforehand. However, over 18% of surveyed tourists had either not been exposed to or had inconsistent information about Da Nang compared to the promotional materials presented before their trip.
According to business assessments, the number of tourists in the third quarter decreased compared to the same period last year, leading to lower-than-expected business performance. 20% of Da Nang businesses were satisfied with their business results in the third quarter, and 18% were confident about their business prospects in the final quarter of the year.
The project is a collaboration between the Tourism Promotion Center and Outbox, a Ho Chi Minh City-based market research company focusing on the tourism and hospitality sector. Starting in June, the project will provide quarterly assessments until the end of 2025 to help destinations and businesses stay updated, monitor, and adjust to forecasts and trends from the reports.
The new project also contributes to making Da Nang the first locality in Vietnam to apply periodic destination attractiveness index measurement, helping to improve the effectiveness of promotion, advertising, and management.
Vnexpress.net
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