Taiwan Tourism Bureau
TAIWAN – Unlocking Vietnamese outbound customer profile
Year: 2020
Challenge
Vietnam is considered a potential outbound market and has the leading growth rate in the region. In an effort to become the choice of Vietnamese tourists, the destinations, including Taiwan, have deployed various communication solutions and products to meet the needs of the Vietnamese tourist market. However, the problem is the ability to develop effective solutions for a very new and constantly changing market like Vietnam. To achieve the goal, destinations need a comprehensive and in-depth look about the market portrait through regular measurement surveys.
Approach
To provide the Taiwan Tourism Bureau with information and data on the market characteristics and outbound travel behaviors of Vietnamese tourists, Outbox conducted a quantitative survey of more than 1,000 Vietnamese tourists, who made at least one trip abroad during the year or plan to travel abroad within the next 12 months.
Insight
The survey results of more than 1,000 Vietnamese tourists categorized into age groups were analyzed and provided to Taiwan by our research team. It clearly defines the general characteristics of Vietnam's outbound market as well as the specific characteristics of each generation with important information on destination selection, decision-making journey, travel behavior before-during and post-trip,… These insights, combined with the statistics of Vietnamese visitors to Taiwan by the Taiwan Tourism Bureau, helped to clearly outline the target segments of Vietnam's outbound market for Taiwan tourism.
