A Study of Taiwanese College Students' Perception about Vietnam and Motivation for Traveling to Vietnam

This paper aims to investigate the perception of Taiwanese potential tourists about Vietnam and their motivation for traveling to Vietnam. The 39-items survey questionnaire was developed to conduct a survey on Taiwanese college students of the Southern Taiwan University during March 2010. A total valid questionnaire of 360 was used in data analysis for empirical test with Statistical Package for the Social Sciences (SPSS).The results from the analysis showed that Taiwanese potential tourists did not get familiar with the general image of Vietnam; specifically 71.6 % of them didn't know or not be sure that Hanoi is the capital of Vietnam. Besides, the most important results revealed that perception and motivation of respondents have a positively impact on destination behavioral intention. Furthermore, gender and information can have influence on perception and motivation. These findings imply some considerate application for Vietnam tourism administers in planning strategic campaigns to promote the image of the country to potential tourists.