ABSTRACT

Introduction As one of the most important economic sectors of Vietnam, the development of tourism has evolved into an intriguing destination for international visitors. Located south of China, Vietnam is perceived by many as a war-torn location since the end of the war (US conflict) over thirty-five years ago, but Vietnam has transformed itself and now attracts a thriving tourism-driven market built upon a rich culture of traditions, history, and hospitality. With a large rural population and a diversifying urban economy, these demands are rapidly transforming social and economic relationships (Cooper and Hanson 1998). Coupled with the opening of the economy and a flow of foreign investment with an abundant supply of labor, the business climate for new tourism markets have emerged (Suntikul et al. 2010). As the United States and Vietnamese governments’ relationship has changed, new opportunities have been created to attract first time curiosity seekers from the United States as well as those who have a previous connection on a personal level to the area. Vietnam continues to strategically position itself as a tourist destination with the rapid expansion of tourism in Indo-China (Agrusa and Prideaux 2002).