Tóm tắt:

The research utilises a qualitative research approach combining both secondary data (i.e., news media in Vietnamese and English, online webinars) and primary data (semi-structured interviews with Vietnamese tourism experts). Thematic analysis reveals four potential niches for Vietnam domestic tourism: luxury tourism, M.I.C.E, community-based tourism and proximity/backyard tourism. Five practical recommendations to Vietnam tourism businesses and policymakers are proposed.