A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management

Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2001

Tourism is one of the most important industry of BaRia-VungTau province. In recent years, tourism has contributed greatly to the budget and development of VungTau City. In order to sustain this vital source of incomes, development and competence, studies have to be canied out so as to shed light on the real and potential situation of tourism which leads to get precise information for appropriate and effective planning, · policies. In this report, the research study may provide useful information for planning and development of destination mix of VungTau City tourism industry. The objectives of the research study are to measure the priorities of elements of destination mix in a coastal tourism area, to measure tourists' perceptions towards destination mix of VungTau city and to overview the realities of destination mix of VungTau tourism. From such information, an analysis of current situation and an improvement plan for destination mix of VungTau city will be done. Through literature review and interview with experts in the tourism industry, thirty two sub-elements of attractions and services of coastal destination are identified. These thirty two sub-elements are grouped into seven groups of elements: attractions, facilities, infrastructure, service, hospitality, cost of service and marketing. It can be called the destination mix Model. The relative priorities of all sub-elements, and elements will be ranked by using AHP method. Based on the framework, questionnaire is constructed, to get tourist perception towards all elements of destination mix of BaRia-VungTau tourism. Based on the framework, the author also conducted interview and collected secondary data of BaRiaVungTau destination mix. From these findings, attractiveness of BaRia-VungTau destination will be discussed and analyzed. The major problems facing BaRia-VungTau destination also mentioned. Finally, recommendations for developments and planning of destination mix are made based on the above analysis. The study results may provide useful information for local government, local tourism bureau, travel agencies, investors and other related sectors in planning, managing, and development tourism destination mix in a more effective and efficient way.