The Da Nang Tourism Promotion Center, and the Outbox Co., Ltd., - a market intelligence company based in Viet Nam, specialising in travel, hospitality, destination and tourism, have just published a report on the Index of Da Nang Destination Attractiveness (IDDA) in the third quarter of 2023.

The foreign visitors taking a cyclo tour in Da Nang

The result is based on feedback from two main groups of domestic and international tourists, and tourism businesses.

As part of the ‘Measuring Da Nang Destination Attractiveness’ project, the research was conducted in July, August, and September.

Tourists were surveyed based on four criteria: accommodation facilities, food services, beaches and attractions. This showed the necessity of these activities to make tourism destination positioning more substantive and effective.

Mr. Nguyen Dinh Nghiem, a representative of the Van Phat Tourism Company, said that tourism industry in Da Nang, and in Viet Nam as a whole, needs to periodically conduct surveys and collect information on customer markets, needs and spending.

According to Director of the Da Nang Tourism Promotion Center Nguyen Thi Hoai An, the project makes Da Nang the first locality in Viet Nam to apply the measurement of attractiveness index at destinations in a bid to improve the effectiveness of promotion, and advertising and management activities through the application of market data.

According to the report, ‘sincere', 'professional' and 'excited’ were three adjectives chosen by domestic and foreign tourists when describing the image of the central Vietnamese city.

Da Nang continued to demonstrate its position as Viet Nam's leading resort tourism destination as more than 69.6% of visitors came to Da Nang for tourism and relaxation purposes.

The popular length of each trip was 3-4 nights and the rate of visitors returning to the city was more than 50%.

The satisfaction index was rated highest in accommodation facilities (5.76 points) and lowest in food services (5.08 points). The staff's communication and service style were aspects that need to be improved when satisfaction results were only rated at an average level (4.85).

Over 47.5% of tourists rated the promotion of Da Nang's destination image as “good effect” when the actual travel experience was very close to the information they had previously learned.

However, more than 18% of tourists surveyed were completely unreached or had inconsistent information with promotions about Da Nang before their trip.

In recent times, Da Nang tourism has achieved remarkable results, always highly appreciated by domestic and foreign tourists.

However, the city is still lacking infrastructure and facilities, whilst the application of information technology in tourism management, promotion and support activities has not met the requirements.

Therefore, in the coming time, the city's tourism industry will focus on further improving destination quality as well as promoting the development of quality tourism products.

Specifically, the city will enhance the effective implementation of promotion, communication and advertising programmes to domestic and foreign markets; welcome famtrips, presstrips, and KOL groups to promote destinations; pilot wedding tourism promotion plan; and promoting the opening of new international routes (Manila - Philippines, China, India, Japan and Indonesia).

Reporting by THANH LAN - Translating by M.DUNG