Shifts in domestic tourism trends in Vietnam post-pandemic

This study investigates the shifts in domestic tourism preferences and driving factors in Vietnam from 2020 to 2023, focusing on the post-COVID-19 pandemic period. Employing a mixed-methods approach, the research integrates Structural Equation Modeling (SEM), Difference-in-Differences (DiD) analysis, ANOVA, and qualitative interviews to analyze travel behavior and preferences changes. The findings reveal a transition from convenience-driven travel, influenced by cost and social media, to health-conscious, recommendation-driven tourism emphasizing safety, sustainability, and digital engagement. Post-pandemic travelers rely more on social media and peer recommendations while prioritizing flexible, health-conscious travel experiences such as “workcations.” The study offers novel insights by highlighting the pandemic's role in accelerating digital transformation and reshaping travel preferences toward environmentally sustainable and socially influenced decisions. Key recommendations for policymakers and industry stakeholders include leveraging digital platforms, promoting sustainable practices, and enhancing health protocols to align with evolving traveler priorities. The findings serve as a roadmap for shaping future tourism strategies to ensure resilience and sustainable growth in Vietnam's domestic tourism sector.