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Vietnamese overseas destination and motivations

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Travelling, especially oversea travelling is an emerged trend among Vietnamese people with living condition increasing in recent years. This survey was made to explore the motivation in choosing a country to travel.

This survey was conducted among more than 1,000 Vietnamese, who are above 18 years old, across nationwide in March 2019.

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Vietnamese overseas destination and motivations

  1. 1. Q&Me is online market research provided by Asia Plus Inc. Oversea Trip Motivation Of Vietnamese Asia Plus Inc.
  2. 2. Overview Travelling, especially oversea travelling is an emerged trend among Vietnamese people with living condition increasing in recent years. This survey was made to explore the motivation in choosing a country to travel. This survey was conducted among more than 1,000 Vietnamese, who are above 18 years old, across nationwide in March 2019.
  3. 3. Motivation of choosing a country to travel
  4. 4. Countries visited in the past 32% 14% 11% 9% 9% 7% 4% 3% 2% 2% 2% 5% Thailand Japan China Singapore Korea Cambodia Malaysia (*) America (*) Taiwan (*) Lao (*) France (*) Others (*) Within top 5 of most travelling countries, Thailand is perceived as the most popular one that Vietnamese choose to travel, followed by China, Japan, Korea, and Singapore. (*) Sample size < 20 N=455
  5. 5. Countries visited in the past – by age Across age, people prefers travelling to Thailand most with significant percentage compared to other countries. 37% 32% 31% Age (N = 1,241) 18-24 y.o 25-29 y.o 30+ y.o Thailand 26% Thailand 33% Thailand 36% China 17% Japan 14% Singapore 12% Japan 13% Korea 10% Japan 13% Korea 11% Singapore 8% Combodia 8% Singapore 8% China 12% Cambodia 7% 25 – 29 y.o (N = 149) 30+ y.o (N = 191) No.1 No.2 No.3 No.4 No.5 18 – 24 y.o (N = 119)
  6. 6. Countries visited in the past – by income While people with lower income (10 – 20M) prefers mainstream country such as Thailand with slightly higher percentage, people with higher income (> 20M) like to travel further ones such as Japan, Korea, Singapore. 35% 9% 12% 7% 5% 32% 16% 11% 12% 11% Thailand Japan China Singapore Korea Profile of countries that were travelled in latest – by income (N = 455) 10 - 20M > 20M 9% 30% 60% <= 10M (*) 10 - 20M > 20M Income (N = 455) (*) Sample size < 50
  7. 7. Travel motivations 3% 7% 7% 8% 9% 9% 10% 19% 20% 25% 25% 26% 36% 38% Others Attend events Just traveling and enjoying My friends lives there Learning new things My family / friends took me there Good beach Good entertainment Good for shopping Good food Good cost Near distance Interesting culture Good scenery Good scenery and interesting culture are biggest motivation for Vietnamese to choose that travelled countries, other factors such as distance, cost, food, shopping and entertainment also have high impact. Q. Why did you choose this country? (Up to 3) (N=455)
  8. 8. Travel motivation – By country Thailand (N = 147) Japan (N = 62) China (N = 51) Singapore (N = 43) Korea (N = 40) Good scenery 30% 60% 35% 26% 70% Interesting culture 30% 61% 25% 28% 43% Near distance 37% 2% 43% 14% 5% Good cost 39% 10% 29% 16% 15% Good food 31% 31% 20% 21% 23% Good for shopping 30% 6% 20% 23% 18% Good entertainment 15% 26% 8% 33% 33% Within top 7 impacted factors, Japan and Korea attracts Vietnamese by good scenery and interesting culture, while people impress Thailand, China, Singapore by almost factors, especially near distance and cost. Q. Why did you choose this country? (Up to 3) (N=455)
  9. 9. Countries to have visited & wish to visit Top 5 countries has changes in preference when Japan and Korea are 2 countries that Vietnamese wish to travel most. Besides, America now takes a space of top 5 desired countries with 7%. 3% 3% 5% 5% 7% 11% 12% 20% 24% England Australia France China America Singapore Thailand Korea Japan Countries wishes to visit (N = 1,241) Q. If you have the opportunities to go to foreign countries, where would you like go go? (N=1,241) 5% 3% 4% 7% 9% 9% 11% 14% 32% Others (*) America (*) Malaysia (*) Cambodia Korea Singapore China Japan Thailand Visited countries (N = 455)
  10. 10. Q. If you have the opportunities to go to foreign countries, where would you like go go? (N=1,241) 10% 1% 5% 9% 10% 10% 15% 32% 11% 1% 5% 6% 13% 12% 23% 19% Others Malaysia China America Thailand Singapore Korea Japan Female Male Countries Vietnamese wish to visit - by Gender Unlike male, who prefer travelling Japan with significant percentage, female wish to enjoy their trip in Korea
  11. 11. Reasons to choose the country 2% 4% 4% 5% 6% 7% 9% 10% 10% 14% 14% 15% 25% 43% 48% Others Business Attend events Good accommodations My friends lives there Enjoying adventures Good beach Near distance Good cost Good for shopping Learning new things Good entertainment Good food Interesting culture Good scenery Good scenery, interesting culture and good food are 3 important factors to motivate people to choose a country for travelling. Interestingly, people don’t concern much about cost and distance of the country they wish to travel. Q. Why did you choose this country? (Up to 3) (N=1,241)
  12. 12. Reason to choose - By country Japan (N = 303) Korea (N = 247) Thailand (N = 145) Singapore (N = 135) America (N = 88) Good scenery 59% 57% 37% 53% 25% Interesting culture 59% 45% 32% 46% 34% Near distance 4% 9% 23% 19% 6% Good cost 7% 7% 30% 10% 1% Good food 27% 37% 37% 20% 14% Good for shopping 11% 19% 20% 19% 9% Good entertainment 14% 17% 17% 28% 19% Good scenery and interesting culture are still main criteria to choose a desired country for travelling. Q. Why did you choose this country? (Up to 3) (N=1,241)
  13. 13. Information source 1% 8% 16% 17% 19% 20% 32% 34% 36% 41% 42% Others OOH Event From travel agencies Family Magazine YouTube / Online video TV Website Facebook Friends Word of mouth and Facebook are 2 channels that people prefer most for searching travelling information. Q. Where did you hear those information? (N=1,241)
  14. 14. Information source – By profile 18-24 y.o 25-29 y.o 30+ y.o <= 10M 10 - 20M > 20M Friends 32% 41% 54% 29% 48% 46% Website 32% 38% 39% 25% 39% 42% Facebook 44% 40% 38% 37% 43% 42% TV 33% 31% 37% 32% 38% 32% YouTube / Online video 35% 30% 30% 24% 33% 36% Family 14% 18% 25% 13% 18% 23% From travel agencies 13% 16% 24% 12% 17% 21% Magazine 18% 20% 22% 10% 23% 25% Event 13% 16% 18% 11% 16% 18% OOH 7% 8% 8% 5% 7% 10% Word of mouth is the most popular information source, especially with older people (30+ y.o) and higher income people (>10M), while Facebook is chosen most by younger and lower income people.Q. Why did you choose this country? (Up to 3) (N=1,241)
  15. 15. Summary • Thailand is perceived as the most popular country that Vietnamese choose to travel. Unlike Thailand, a country that lower income people (10 – 20M) prefer, Korea, Japan, and Singapore are liked to travel by higher income people (>20M) • Japan and Korea are also desired countries that people wish to travel most • Good scenery and interesting culture are 2 main criteria to motivate people to choose a country for travelling. • Interestingly, while cost and distance are in top 7 important factors for actual travelling (esp. Thailand and China), these ones don’t impact much when people wish to travel a desired country. • Word of mouth is the most popular information source, especially with older people (30+ y.o) and higher income people (>10M), while Facebook is chosen most by younger and lower income people.
  16. 16. Respondent profile (N=1,241) Male, 40% Female, 60% Gender 18-24, 37% 25-29, 32% 30+, 31% Age HCM, 37% Hanoi, 42% Others, 21% City 29% 30% 41% Less than 10M 10 - 20M Above 20M Household income
  17. 17. Q&Me – About Online Market Research Services
  18. 18. Provide the research services driven by the technologies Our research solutions Consumer research app Admin platform Traditional market research Collect surveys from online consumers Effective retail audit or data collection Plan, Manage and Analyze data
  19. 19. Our advantage: Direct Panel Management Our strength is 16-39 years old and urban areas. This is where most biz customers would like to research. 400,000 members as of Nov, 2018 0% 1% 18% 31% 22% 14% 7% 3% 3% 1% Age 19% 18% 6% 4%3%3% 47% HCM Hanoi Can Tho Da Nang Hai Phong Dong Nhai Others 56% 44% Male Female Gender City
  20. 20. Our advantage – Quick with quality Online is considered to be “cheap and bad” in general. Q&Me provides several methods providing data with quality FACT CONSISTENCY SCORE 97% THOUGHT CONSISTENCY SCORE 91% STRAIGHT-LINER/ FLAT- LINER SCORE 89% SPEEDERS SCORE 97% QUALITY CHECK SURVEY SPECIFICATION N (Sample size) 300 IR (Incident rate) 100% LOI (Lenght of Interview) 10 minutes Success Criteria Overral score of 80% or higher THE RESULTS Overal score 93.5% Average score in the industry 73% (*) QC scores are generated by Survey Sampling International (SSI), the Worldwide Leader in Survey Sampling and Data Collection Solutions. Asia Plus (Q&Me) is the preferred partner of SSI in Vietnam. Our quality score by SSI
  21. 21. Our quality assurance process Questionnaire based on the exact profile • Refined and very derailed database panel Take out users with irrelevant replies • Remove Fake questions hit users • Remove Contradicted answer users • Take out straight answer users Take out speed users • We count the average median time and take out those who are less than that Manual check by the experienced researchers • Our experienced researchers will check the relevance as well as open comments Re-assortment of panelist priorities • Based on the survey results, bad users are screened out while prioritizing those who return s good feedbacks.
  22. 22. Contact Us URL: http://www.qandme.net Contact: info@qandme.net Q&Me is operated by Asia Plus Inc. Asia Plus Inc. Floor 2, Songdo Tower, 62A Pham Ngoc Thach Street, Ward 6, District 3, HCM City, Vietnam Tel. +84 2839 100 043

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