Korean and Taiwanese guests come to Vietnam ‘crowded but less satisfied’

The report “Korea, Taiwan: crowded, less satisfied” of The Outbox Company – data analysis company, providing solutions to the Asian Tourism and Tourism industry – showing the problem in keeping two important groups of Korea and Taiwan. The report is based on a survey of about 4,000 passengers through many stages in 2024.

In 2024, the number of Korean and Taiwanese visitors to Vietnam reached nearly 4.6 and 1.3 million, respectively – ranked first and third in the markets most sent to customers. However, the statistics of the outbox show that the NPS index (measuring satisfaction, ready to continue using the service and introduction to relatives) of Korean guests reached 15.3; Taiwan is the sound of 12.8. The average level of Asia is 26.

With the score of Taiwanese guests, Outbox is concerned that Vietnam has lost the opportunity to attract tourists for the first time and the group back. They may not share positively about Vietnamese tourism images.

Mr. Dang Manh Phuoc, CEO Outbox, said that the problem did not stem from the shortage of destination marketing. The destination marketing index (DME), measuring the presence of tourism promotion campaigns in countries, shows that Vietnam has high display levels in Korea and Taiwan. According to a survey of the unit, DME of Vietnam in the two above markets belongs to the highest group in the region, proving awareness and approach level is not the main barrier affecting satisfaction.

Vietnam’s brand power point (DBS) in the eyes of Korean tourists reached 123.5, while Taiwanese tourists marked 103.4 – the lowest in the surveyed markets and below the Asia average (127.5). This shows that Vietnam has not created a strong brand impression for these two groups of guests.

One of the important reasons for the low score is the between expected and realistic distance, according to the outbox. Korean and Taiwanese tourists often expect high quality of service, convenience and modern tourism infrastructure. Vietnam is still in the process of development, some factors such as hotel services, transportation, experience at the destination have not really met the expectation, leading to low satisfaction.

The competition from destinations in the region is also the reason when Vietnam is not different enough for guests to return. In addition, most Korean and Taiwanese tourists use their native language, while in Vietnam, English is still the main language in communicating with foreign visitors.

Tourism infrastructure, including airport performance and local transportation system, may not fully meet the needs of the large number of tourists from Korea and Taiwan, leading to inconveniences in moving and causing negative feedback.

In order to improve the level of satisfaction, the tourism consulting company suggests that Vietnam needs to enhance the experience of tourists in many aspects such as intensive training in the hotel industry, multi -language support. The upgrade of tourism infrastructure, especially traffic and the signs in Korean and the voice, is essential to bring convenience.

In addition, Vietnam’s tourism products need to be adjusted to better suit the preferences of Korean and Taiwanese tourists, especially in the fields of food, shopping and entertainment. In addition to increasing the brand identity of destination, Vietnam should focus on unique experiences to help make a difference compared to rivals in the region.

“If these limitations are solved, the large group of guests from Korea and Taiwan will become a group of loyal and satisfied tourists,” Phuoc said.