Consumption Behavior Of Chinese Independent Tourists Went To Vietnam

With the rapid development of economy and the improvement of people’s living standards, China’s outbound tourism has become more widespread, more and more Chinese tourists are more willing to choose independent outbound tourism. At the same time, Vietnam’s tourism industry is also becoming more mature, transportation, accommodation is becoming more perfect. So more and more China’s "backpack" choose to travel in the form of independent travel to Vietnam, which has a huge positive role in the development of Vietnam inbound tourism market.In this paper, I take Chinese independent tourists to Vietnam as the research object, taking the tourism consumption behavior as the breakthrough point. Then, a questionnaire survey was conducted on the Chinese tourists who visited Vietnam, thus give a comprehensive analysis of Chinese independent tourist went to Vietnam’s travel consumer behavior characteristics, including tourists demographic characteristics and tourism decision-making behavior, tourism consumption choice preference, tourism satisfaction evaluation. In addition, variance analysis and cross analysis were used to test the differences between the different demographic characteristics in the process of consumer behavior. Finally, the countermeasures and suggestions are put forward for the Tourism Management Department of Vietnam in the reception of Chinese independent tourists.The study found that the overall characteristics of the consumer behavior of Chinese independent tourists went to Vietnam:The majority of Chinese tourists choose to visit more than two tourist cities in Vietnam and 1/4 visitors choose to continue to travel to other countries in Southeast Asia; most of the Chinese independent tourists choose to deal with their own, many tourists choose to apply for a visa through travel agencies; they take the plane and the car as the main means of transportation to Vietnam. In addition, Chinese independent tourists usually stay in Vietnam for more than 7 days. Most Chinese tourists spend in Vietnam from 2000 RMB to 10000 RMB. Their food preference is Vietnamese Cuisine, accommodation preference is economy hotel; most of the choice of car as a means of transport in the tourist destination; Chinese tourists like best Vietnam’s beautiful beaches and Islands, leisure and recreation activities; Vietnamese characteristics of food and art are most popular with Chinese tourists.