Research On The Tourism Development Of Nha Trang, Vietnam Based On The Perception Of Chinese Tourists

Vietnam is located in the eastern part of the Central South Peninsula and on the west bank of the Southern China Sea with a narrow territory and diverse terrain.Vietnam is rich in natural landscapes,historical culture,humanities and other tourism resources.After the reform and open-door policy,the Vietnamese Party and Government have paid attention to the development of the tourism industry.Especially,in recent years,the tourism industry has developed rapidly.The increasing number of international and domestic tourists is a representative example for this development.A lot of tourist destinations are loved and praised by international tourists.Simultaneously,the quality and competition of tourism products is also a non-stop increase.The potential as well as its infrastructure have been continuously improving.As a result,the tourism industry has made a big contribution to the national economy.Both countries attach importance to this plan and actively promote the development of tourism cooperation.Nha Trang is located in Khanh Hoa province which is in the south-central coastal region of Vietnam.In recent years,Nha Trang is the most popular coastal tourism city in Vietnam.The coastal tourism or the attraction of Nha Trang City to domestic and foreign tourists in Nha Trang is developing swiftly in other words.At present,China and Russia have become the largest source of tourists in Nha Trang's tourism market.With a wealth of tourism natural resources,Nha Trang has the advantages and potential to develop coastal tourism and island leisure travel.Besides,Nha Trang City is the tourism,economic,political,cultural and technological center of Khanh Hoa Province.It is a domestic and international transportation center with variable means of transports including road,airline,railway and sea traffic.The "Vietnamese Government's Overall Tourism Development Policy by 2020" proposes to focus on investing in the development of the tourism market in Nha Trang including coastal tourism,and island leisure tourism.Large-scale real estate projects of domestic and foreign investors,such as building villas,seaside resorts,shopping centers,entertainment venues,etc.have been under construction.This paper selects the coastal tourism of Nha Trang area as a case study of empirical research to do reasearch and collect data,analyze and discuss about the tourism resources of Nha Trang,the development status and the promotion strategy of coastal tourism development.Basing on the perception of Chinese tourists visiting Nha Trang tourism through the theory of tourist perception and the theory of tourism marketing,analyzing the current situation of coastal tourism development in Nha Trang,this paper uses the SWOT analysis method to summarize the advantages and disadvantages,opportunities and threats of coastal tourism development in Nha Trang.Simultaneously,according to the data obtained and collated from research field,SPSS 24.0 is used with the four mainly factors affecting Chinese tourists in Nha Trang which are tourism consumption,tourism service,natural environment and humanistic characteristics,to not only find out the problems in the development of tourism in Nha Trang,as well as the perception of tourists on these issues,but also to analyze which problems are urgently needed to be improved,and to propose practical measures,either improve the perception of tourists,thereby improving customer satisfaction and the willingness of customers to revisit.