An evaluation of satisfaction levels among Chinese tourists in Vietnam

This paper examines the extent to which Vietnam satisfi es the various destination attributes sought by Chinese tourists. The research investigates a number of variables, including socio-demographics and travel characteristics, and compares the importance that travellers attach to various destination attributes with their associated satisfaction with Vietnam's various tourism products. By investigating the relationship between importance and satisfaction from the perspective of Chinese tourists, the paper makes a contribution to the literature. The fi ndings should provide Vietnamese service providers with insights into the perceptions and satisfaction levels of Chinese tourists.