In recent years, the growing popularity of Vietnamese cuisine has become an attraction of the country that motivates an increasing number of travellers to visit Vietnam to taste the cuisine. Together with food tasting, there is a wide variety of activities related to food that have the potentiality to attract international visitors. The main goal of this thesis was to provide suggestions and directions to develop culinary tourism experiences for foreign visitors in Vietnam by finding out their perspective towards current gastronomic experiences in the destination country and discovering how satisfied they were when engaging in food-involved activities. The paper also discussed inbound travellers’ expectations for culinary experiences prior to the travels in Vietnam together with post-travel feelings and behaviours.
The thesis used mixed methods, in which qualitative method was primarily adopted to answer the research issue. An electronic survey was conducted and posted on different social channels. Simultaneously, interviews were carried out with the support of two experienced stakeholders working in the tourism sector.
The findings of the research revealed that most of the inbound tourists were satisfied with their food experiences in Vietnam. Generally, those experiences met their expectations, yet they still lacked some elements to go beyond what they expected. The results also showed that the country had various potentialities and advantageous opportunities to develop this emerging niche market. On the other hand, several existent problems present a threat to its growth. Amid those controversies, development solutions were suggested in an attempt to tackle the problems as well as to improve the experiences of future international visitors in the country
