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After briefly discussing the two major approaches to the study of tourism (theoretical “why” and practical “how”), and two of their respective protagonists (Tribe and Aramberri), the focus of this chapter turns to the use of paradigms by the former group. First, the meaning of paradigm is explored and examples are provided of paradigms and paradigm shifts in tourism research. However, Aramberri challenges this theoretical position by asserting that such ideological frameworks are not paradigms at all, and are, at best, postmodern mantras. He further argues that such muddled thinking can be overcome once tourism becomes a scientific discipline, a stance firmly rejected by the theoreticians. Thereafter, the use of the word “paradigm” is examined in relation to conferences, research, and shifts, as well as such major tourism perspectives as authenticity, strangerhood, play, and conflict.

Julio Aramberri, Ph.D., is Professor of Tourism at Drexel University (Philadelphia, Pennsylvania, USA. Email: ja43@drexel.edu). Previously, he worked for the Spanish Tourist Office in different capacities including the CEO position (1987–1990). He has recently been appointed to be the dean of the School of Cultural Studies at Hoa Sen University, Ho Chi Minh City, Vietnam. His areas of research are marketing, consumer behavior, and the sociology of travel and tourism. He has also published in other areas such as political sociology, US life and culture, and global challenges.

With many great attractions, both natural and cultural, Vietnam has all the trappings of popular destinations. Over the last few years, it has developed them to a qualified success. This chapter analyzes Vietnam’s performance. In tourism development and overall, it remains lackluster because of excessive bureaucratic governance that thwarts healthy development. National authorities and specialized agencies exert massive control and stand on the way of successful economic performance. The legal framework for tourism development is a paragon of intrusive intervention in many areas that would perform better if left to the market.

This chapter aims at casting some doubts on the idea that branding techniques can be easily adopted by destination management organizations. They lack many of the tools that have proved successful in marketing most goods and services. To shed some light on the issue, the chapter focuses on the imaging/branding policies of the Spanish National Tourism Organization between 1959 and 1979. If measured by the inflow of international tourists to the country, they should be deemed extremely well implemented. However, it is difficult to reach this conclusion. The study examines Spanish poster production—one of the most efficient promotional tools of the time—and draws some lessons on how it is possible to be successful in spite of their destination marketing organizations.

This paper aims to deal with the myths of tourism in regard to the tourism available data and their mythical interpretation in relation to top tourism countries, tourism economic contribution and competitiveness and to argue that there is yet no such thing as globalisation of tourism demand. For many decades, tourism researchers have tried to present the true tourism situation, yet – seduced by the available tourism data and rankings – they might have failed to produce the accurate or generally true description.

This paper uses a transformative research approach which aims to break existing scientific paradigms in the field of tourism knowledge. Thus, this paper challenges the ever going elaboration of established tourism meanings by asking whether tourism understanding of its development, rankings and competitiveness is justified under the present circumstances.

The paper presented some existing anomalies in the understanding of tourism global system which are based on existing data, methodologies, geo-political structure of sovereign states and tourism research values. This implies a limited applicability of current tourism understandings to a universal level.

For the time being, the discussion on accuracy of the authors’ tourism knowledge remains under the notion of “tourism myths” and the doors for more research on what new approaches, values and methodologies would enable tourism researchers to obtain the accurate tourism rankings, remain wide open.

This paper can mobilise for improvements in data gathering, accessibility, interpretation and methodology to improve tourism policy, planning and management. In this regard, the paper mobilises for “cosmopolitan responsibility” for tourism surveys and understandings which will provide tourism researchers with a value system that meets the globalised tourism development.

This paper shows the possible impact on tourism knowledge, new tourism paradigms and then on tourism policy and management.

This paper’s originality is in opening up new approaches to understanding what tourism researchers a while ago would never have considered relevant.