Singapore Tourism Board
Exploration of Vietnam’s Business Outbound Market
Year: 2021
Challenge
Vietnam was considered one of the largest and fastest growing outbound markets in the region. In an effort to attract the Vietnamese tourist market after COVID-19, Singapore aimed to promote the market segment of Vietnam’s MICE Tourism. Different from the leisure segments, the customer profile of Business Travel and Meetings, Incentive Travel, Conventions and Exhibitions (BTMICE) was completely different from travel motivations to service demand behaviors at the destination. The Singapore Tourism Board needed to thoroughly understand those characteristics of Vietnam’s business outbound market to refresh their image.
Approach
With the goal of helping the Singapore Tourism Board fully and clearly understand the segment of Vietnam’s outbound business travel, we conducted a comprehensive survey of600 BTMICE Vietnamese guests in the target age group, who had an intention for an outbound MICE trip. This helped to identify potential customer segments, factors affecting the destination selection process and traveler behavior of the market as a foundation for Singapore to develop appropriate approaches.
Insight
The results obtained from the survey helped to clearly define the segments of Vietnam's private business outbound travel, and the trend of destination choice, the factors affecting the decision-making journey as well as the level of travel destination image perception of each segment. The research also explored and perfected the portrait of Vietnam’s private business outbound travel.
