INFORMATION ABOUT THE MASTER'S THESIS
1. Student's full name: Nguyen Dieu Linh
2. Gender: Female
3. Date of birth: June 16, 1992
4. Place of birth: Hanoi
5. Decision No. /QD-XHNV dated December 29, 2023, of the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi, recognizing the student.
6. Changes in the training process:
Decision No. 9028/QD-XHNV dated December 23, 2025, of the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.
7. Thesis title: Developing wedding tourism products for foreign tourists in Nha Trang, Khanh Hoa province.
8. Major: Tourism; Code: 8810101.01
9. Scientific supervisor: Dr. Dao Minh Ngoc,Faculty of Tourism & Hospitality, National Economics Universityand Dr. Vu Huong Lan, Faculty of Tourism Studies, University of Social Sciences and Humanities, Vietnam National University, Hanoi.
10. Summary of the thesis results:
This thesis has systematized the theoretical basis of wedding tourism, wedding tourism products, and the development of wedding tourism products at destinations. Based on this, the study approaches wedding tourism as a comprehensive tourism product, combining wedding event organization, relaxation, destination experiences, and the emotional and social values of international tourists.
Research results show that Nha Trang, Khanh Hoa has many favorable conditions for developing wedding tourism products for foreign tourists. This destination boasts beautiful coastal scenery, a favorable climate, a system of high-end hotels and resorts, relatively developed tourism infrastructure, and a recognized resort destination brand in the international market. These are important foundations for Nha Trang to exploit the international wedding tourism segment in the future.
However, the thesis also points out that wedding tourism products in Nha Trang are still in their initial stages of development, mainly implemented independently by individual hotels, resorts, or event organizers. The linkages between entities in the wedding service supply chain are limited; a synchronized product ecosystem at the destination level has not yet been formed; international promotion activities for the wedding tourism segment are not clearly defined; and specialized product packages for specific international markets such as India, South Korea, China, Russia, and Europe are lacking.
Quantitative research results show that the intention of international tourists to choose Nha Trang as a wedding destination is mainly influenced by three groups of factors: conditional value, cost value, and social value. Of these, conditional value has the strongest impact, reflecting the important role of convenience in organization, infrastructure quality, accessibility to the destination, service provision capacity, and coordination among relevant units. This indicates that international tourists are not only interested in the scenic beauty but also pay special attention to the professionalism, convenience, and comprehensive wedding planning capabilities of the destination.
Based on the above results, this thesis proposes a development orientation for wedding tourism products in Nha Trang towards building an international wedding destination brand, developing all-inclusive wedding packages, strengthening linkages between service providers, and promoting tourism to key international tourist markets.
11. Practical applications
The research findings of this thesis have direct applicability to tourism management agencies, tourism businesses, hotels, resorts, event organizers, and other stakeholders involved in the development of wedding tourism in Nha Trang.
For state tourism management agencies, the research provides a scientific basis for developing a strategy for wedding tourism as a specialized tourism product of Nha Trang. The research results can be used in the process of building destination branding strategies, designing policies to support businesses, promoting international markets, and developing a wedding tourism ecosystem at the local level.
For hotel, resort, and event organizing businesses, this thesis suggests ways to design all-inclusive wedding packages that combine the wedding ceremony, accommodation, reception, photography, sightseeing, cultural experiences, relaxation, and honeymoon. In particular, the research results help businesses better identify factors that international guests care about, including convenience, service quality, reasonable cost, personalization possibilities, and the social value of the wedding experience.
For Nha Trang as a destination, this research contributes to guiding the diversification of tourism products, reducing dependence on traditional beach resort products, and targeting the high-spending international tourist segment. Developing wedding tourism not only increases revenue for the tourism industry but also creates a ripple effect on accommodation, food and beverage, transportation, event organization, photography, entertainment, and other supporting services.
Furthermore, this thesis can also be used as a reference for other coastal localities in Vietnam such as Da Nang, Phu Quoc, Quy Nhon, or Ha Long in the process of researching and developing wedding tourism products suitable to the specific characteristics of each destination.
12. Future research directions
Based on the results obtained, further research could be expanded in the following directions:
Firstly, the research could be expanded to other wedding tourism destinations in Vietnam such as Da Nang, Phu Quoc, Hoi An, Quy Nhon, or Ha Long to compare development conditions, product models, and competitiveness among these destinations. Comparative research will help to better identify the unique advantages of each locality in developing international wedding tourism.
Secondly, further research could delve into analyzing specific target markets such as India, South Korea, China, Russia, Europe, or Australia. Each market has different cultural characteristics, wedding customs, spending levels, guest sizes, and service expectations, so in-depth research is needed to design more suitable products.
Thirdly, further research could be conducted on models linking stakeholders within the wedding tourism ecosystem, including management agencies, hotels, resorts, wedding planners, travel agencies, transportation companies, creative service providers, and local communities. This research direction is crucial for building a synchronized wedding tourism value chain at the destination level.
Fourth, subsequent studies could focus on evaluating the socio-economic impact of wedding tourism on the destination, including visitor spending, length of stay, job creation potential, impact on destination branding, and spillover effects on related service industries.
Fifth, further research could be conducted on the role of digital media, social networks, and destination imagery in international clients' wedding venue selection decisions. This research direction holds significant practical relevance, given that customers are increasingly influenced by online images, user-generated content, and media platforms such as Instagram, TikTok, Facebook, or Pinterest.
Overall, further research directions should continue to clarify both the supply and demand sides of wedding tourism products, while expanding the interdisciplinary approach, combining tourism, destination marketing, event management, culture, and customer behavior.
13. Published works related to the thesis: none
INFORMATION ON MASTER'S THESIS
1. Full name: Nguyen Dieu Linh
2. Sex: Female
3. Date of birth: June 16, 1992
4. Place of birth: Hanoi
5. Admission decision number: /QD-XHNV dated December 29, 2023, issued by the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi
6. Changes in academic process:
Decision No. 9028/QD-XHNV dated December 23, 2025, issued by the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.
7. Official thesis title: Development of Wedding tourism products for international tourists in Nha Trang, Khanh Hoa Province.
8. Major: Tourism; Code: 8810101.01
9. Supervisors: Dr. Dao Minh Ngoc - Faculty of Tourism and Hospitality, National Economics University and Dr. Vu Huong Lan - Faculty of Tourism Studies, University of Social Sciences and Humanities, Vietnam National University, Hanoi.
10. Summary of the thesis results:
This thesis systematizes the theoretical foundations of wedding tourism, wedding tourism products, and destination-based wedding tourism product development. Based on this foundation, wedding tourism was approached as an integrated tourism product that combines wedding ceremonies, leisure travel, destination experiences, and the emotional and social values sought by international tourists.
The findings indicate that Nha Trang, Khanh Hoa possesses considerable potential for developing wedding tourism products for international visitors. The destination benefits from attractive coastal landscapes, a favorable climate, a well-developed network of high-end hotels and resorts, relatively advanced tourism infrastructure, and an established reputation as a beach and leisure destination in the international tourism market. These advantages provide a strong basis for attracting the international wedding tourism segment.
However, the study also reveals several limitations. Wedding tourism services in Nha Trang are currently offered primarily by individual hotels, resorts, and event organizers, with limited coordination among stakeholders. A comprehensive destination-level wedding tourism ecosystem has not yet been established. Furthermore, international promotion activities remain limited, and there is a lack of specialized wedding tourism packages tailored to major source markets such as India, South Korea, China, Russia, and Europe.
The quantitative analysis demonstrates that international tourists' intention to choose Nha Trang as a wedding tourism destination is mainly influenced by three dimensions of perceived value: conditional value, monetary value, and social value. Among these, conditional value exerts the strongest influence, highlighting the importance of destination accessibility, infrastructure quality, service capability, organizational convenience, and coordination among service providers. The findings suggest that international tourists are concerned not only with the attractiveness of the destination but also with the professionalism, convenience, and reliability of the overall wedding experience.
Based on these findings, the thesis proposes strategic directions for developing wedding tourism in Nha Trang, including destination branding, the development of all-inclusive wedding packages, stronger collaboration among tourism stakeholders, and enhanced promotion in key markets international.
11. Practical application potential:
The findings of this study provide practical implications for tourism authorities, tourism enterprises, hotels and resorts, event management companies, and other stakeholders involved in wedding tourism development in Nha Trang.
For tourism authorities, the study offers a scientific basis for positioning wedding tourism as a specialized tourism product within the destination development strategy. The findings may support policy formulation, destination branding, market promotion, and the establishment of a coordinated wedding tourism ecosystem at the provincial level.
For hotels, resorts, and event management companies, the study provides insights into designing comprehensive wedding tourism packages that integrate wedding ceremonies, accommodation, receptions, photography services, sightseeing activities, cultural experiences, and honeymoon programs. More importantly, the research identifies the key factors valued by international customers, including convenience, service quality, reasonable costs, personalization, and social prestige.
For Nha Trang as a tourism destination, the study contributes to tourism product diversification and supports the development of a high-spending international market segment. Wedding tourism has the potential not only to increase tourism revenue but also to generate spillover effects across related sectors such as hospitality, food and beverage services, transportation, photography, entertainment, and event management.
Furthermore, the findings may serve as a useful reference for other coastal destinations in Vietnam, including Da Nang, Phu Quoc, Quy Nhon, and Ha Long, in developing wedding tourism products suited to their respective destination characteristics.
12. Future research directions:
Based on the findings and limitations of this study, several directions for future research are suggested.
First, future studies may expand the geographical scope to include other wedding tourism destinations in Vietnam, such as Da Nang, Phu Quoc, Hoi An, Quy Nhon, and Ha Long. Comparative studies would provide a deeper understanding of destination competitiveness and the unique advantages of each location in attracting international wedding tourists.
Second, future research could focus on specific source markets, including Indian, Korean, Chinese, Russian, European, and Australian tourists. Since each market possesses distinct cultural characteristics, wedding traditions, spending patterns, and service expectations, market-specific studies will facilitate the development of more targeted tourism products.
Third, further research may examine collaboration models among stakeholders within the wedding tourism ecosystem, including tourism authorities, hotels, resorts, wedding planners, travel agencies, transportation providers, creative service suppliers, and local communities. Such studies would contribute to the development of an integrated value chain for wedding tourism destinations.
Fourth, future studies could investigate the economic and social impacts of wedding tourism, including tourist expenditure, length of stay, employment generation, destination branding effects, and spillover benefits to related industries.
Finally, further research may explore the role of digital marketing, social media, and destination image in investing international tourists' decisions regarding wedding destinations. This research direction is particularly relevant in the digital era, where online content, user-generated media, and social networking platforms such as Instagram, TikTok, Facebook, and Pinterest play an increasingly important role in travel decision-making.
Overall, future studies should continue to examine both supply-side and demand-side perspectives while adopting interdisciplinary approaches that integrate tourism, destination marketing, event management, cultural studies, and consumer behavior.
13. Thesis-related publications: None
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