This paper examines the extent to which
Vietnam satisfi es the various destination
attributes sought by Chinese tourists. The
research investigates a number of variables,
including socio-demographics and travel
characteristics, and compares the importance
that travellers attach to various destination
attributes with their associated satisfaction
with Vietnam’s various tourism products.
By investigating the relationship between
importance and satisfaction from the
perspective of Chinese tourists, the paper
makes a contribution to the literature. The
fi ndings should provide Vietnamese service
providers with insights into the perceptions
and satisfaction levels of Chinese tourists.