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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.

Customer reviews on online platforms after their service experience not only provide useful information to help other customers make reasonable decisions about the hotel, but also provide a great opportunity for scholars to refresh the research directions on customer experience and satisfaction in tourism services. This paper aims to discover the key driver of international tourist satisfaction in the hospitality service and the way to effectively improve this factor, starting with the abundant online customer reviews.

A multi-perspective approach was used to compare the differences in service providers and service user’s interpretation of the factors that shape customer satisfaction. In addition to content analysis of nearly 2,500 online reviews of international tourists for 21 high-class hotels in Vietnam on Booking.com in 2019, the authors conducted in-depth interviews with the managers of 5-star hotels to show a comprehensive picture of customer satisfaction drivers, especially the staff factor.

The research results have clarified the main aspects of the staff – the most important service factor among the seven hotel service factors investigated from the customer’s perspective. On the other hand, the study also emphasized the gap between customers’ perception of the staff and the enterprise’s efforts and implementation of this factor. These findings allowed to identify aspects of staff that could be further improved to more effectively satisfy customers and provide a superior experience.

The study suggested a potential research direction using a multi-perspective approach to better understand trends and shifts in customer experience and satisfaction. Further studies could overcome the limitation of the research scope of this paper by examining different destinations or expanding the exploration of both mid-range and budget hotels.

The findings offer implications for managers to improve tourist satisfaction by developing organizational culture and mindfulness-related training programs for employees.

This study has enriched the literature of tourism and hospitality services by providing empirical evidence on the exploitation of big data sources and deepening the insights into international tourist satisfaction with hotel services.

This paper presents the impact of the COVID-19 pandemic on Vietnam's tourism industry to propose appropriate recovery strategies in the future.

This study uses a combination of research methods. Data were collected from the Ministry of Culture, Sports and Tourism, General Statistics Office, Vietnam National Administration of Tourism and Ministry of Health. Non-parametric statistical methods were applied to analyze the differences between epidemic and non-epidemic periods and find correlations between the number of infections and data related to the performance of the tourism industry. In-depth interviews with 20 people linked to tourism activities were conducted to analyze the impacts and propose strategies for future recovery.

The results demonstrate the severe impact of the pandemic on Vietnam's tourism industry based on a decrease in the number of visitors, business activities, revenue and employment rate. Therefore, to recover tourism – Vietnam's key economic sector in the future – developing reasonable strategies to build a safe tourism environment, building a sustainable tourist market, diversifying and improving tourism high-quality tourism products, marketing, human resources, digital transformation and sustainable tourism are necessary, along with the development trend of the industry after COVID-19.

This paper synchronously and systematically presents the effects of COVID-19 on Vietnam's tourism industry based on official data. Strategies are proposed to handle these effects on a reliable scientific basis. This study can be considered a valuable reference for researchers and managers of tourism in developing countries, such as Vietnam.

This study investigates how to foster innovation and high performance through leadership competences (result-oriented, cognitive, interpersonal) in the context of tourism firms in Vietnam during COVID-19 pandemic.

Quantitative approach and survey questionnaire were applied to collect data from managerial executives working at different tourism establishments in Vietnam. A total of 638 responses were analyzed using partial least square-structural equation modeling (PLS-SEM) technique.

The findings revealed that all three leadership competencies affected almost all factors of business innovation. However, leaders' interpersonal competence was not related to process innovation and leaders' result-oriented competence was not associated with organizational innovation. Furthermore, leaders' result-oriented competence, product innovation, and process innovation were found to directly enhance organizational performance.

This study proposed some suggestions for tourism leaders in exhibiting appropriate leadership competences and fostering business innovation to drive their firms towards superior performance.

Achieving high performance is always a priority goal of many firms; therefore, several attempted have been made to address several factors affecting organizational performance. This study provides a more nuanced picture of the relationships between the leadership competences, business innovation, and high performance of tourism firms.

Emphasizes that tourism forms the largest industry in the world and the Vietnamese Government has targeted it for strategic foreign direct investment (FDI). Notes although researchers and policy makers comprehend particular aspects of tourism, they often misperceive how the variables interact within economic and political systems. Elaborates on experiences in similar and related Asian markets that indicate policies necessary to develop a sustainable, socially and ecologically‐desirable tourism industry through appropriate balancing of key stakeholders’ goals. First defines sustainable development in the context of tourism and indicates its relevance for Vietnam. Next, analyses some economic and social costs and benefits associated with tourism; also interprets recent governmental policies’ influences. Finally, provides policy recommendations for the future of sustainable and economically‐viable national tourism development in Vietnam.

Luxury and communism are perceived to be ideologically incompatible values. Prior to the end of the Cold War, luxury tourism and socialist economies had an accommodating relationship and were rationalised at the national level for foreign exchange revenues, showcasing national development in some instances and finally promoting leisure and political education. However, contemporary scholarship on political ideology and luxury tourism is limited given changes in the political and tourism domain over the last two decades. The start of luxury travel and increasing private promotion in Vietnam comes at a time where the communist regime is hurriedly developing the economy at a breakneck speed. Key cities like Hanoi and Ho Chi Minh City have become the forefront of luxury travel for Vietnam. Luxury malls, fine dining and five-star hotel resorts have sprung over the years in tandem with Doi Moi (economic restructuring). Tourism literature has seldom ventured into regime politics and luxury tourism. Using a historical approach, the chapter traces the preamble of luxury tourism in the age of Vietnam's modernity. A critical assessment of contemporary luxury tourism in Vietnam reveals a favourable relationship with socialist principles.

This paper aims to examine the management status quo of archaeological heritage in Vietnam seen in the case of Vuon Chuoi, a complex of Bronze Age sites located in Central Hanoi, which has been believed to be Hanoi’s first human settlement. Like other archaeological sites located in urban areas, this site has been under threat of destruction caused by land encroachment pressure. Although researchers have long waged a campaign for preservation, the dissensus among key stakeholders and the dispute over responsibility have left this site at the heart of an interminable polemic over legislation.

This research utilises a qualitative approach, and the primary data were collected throughout multiple field trips in 2019 and 2020. Several open-ended interviews were conducted with various state and nonstate actors involved in the Vuon Chuoi Complex’s management process. The discussion was also supported by analysing related legal documents retrieved from national archives and official online directories.

This paper dissects the current legislative and administrative framework applied in governing heritage in general and archaeological sites in Vietnam, in particular. The results indicate that existing flaws in Vietnam’s legal system are detectable, and the unsystematic organisation has led to deferment of the decision-making processes. Also, there is an apparent difference found in the attitude of the bodies in charge toward the treatment of listed and unlisted sites.

This research outlines that in the wake of urbanisation and industrialisation in Vietnam, a consensus among key stakeholders and an inclusive legal system are required to help preserve archaeological sites in urgent need of attention. Although several Vietnamese laws and regulations have been put into practice, they have shown critical barriers and gaps in conserving Vietnamese cultural heritage.

This study aims to propose a comprehensive model to help understand factors influencing the intention to participate in a destination management system (DMS) amongst tourism stakeholders in Vietnam which are considered as the determinants of the successful implementation of the system.

A survey was conducted to investigate key stakeholders' opinions of participating in a DMS. In total, 301 questionnaires were used for analysis. Partial least squares structural equation modelling (PLS-SEM) was used to assess the measurement and structural models of the study.

Factors that influence various tourism stakeholders' intention to participate in the national DMS in Vietnam have been identified and examined. The results identify the important predictors of the tourism stakeholders' participation in the DMS including information quality, DMS operator readiness, government regulations and technology awareness. Interestingly, technology awareness was ascertained as a significant mediator for the relationship between performance expectancy, social influence, technology competency, competitive pressure and the intention to participate in the DMS.

This study has a unique theoretical contribution by developing a comprehensive model to predict the intention to participate in a DMS amongst tourism stakeholders with the modification and combination of three theoretical models and frameworks: the unified theory of acceptance and use of technology (UTAUT) model, technology–organisation–environment (TOE) framework and updated DeLone and McLean information systems (D&M IS) success model. It is expected to be a useful reference source for tourism management departments that want to develop DMSs in Vietnam. This model also can be used as an initial investigation for DMS implementation studies at other destinations.