Identifying market segments of international tourists visiting Hanoi
Published: July 25, 2026
Abstract
This study aims to segment the international tourist market in Hanoi based on key criteria including demographics, travel motivations, behaviors, and interests. Utilizing a combination of qualitative and quantitative research methods, the study identifies five distinct market segments: (1) tourists seeking high-quality services; (2) tourists interested in promoting Hanoi’s tourism image; (3) tourists influenced by media-based travel information; (4) experiential travelers focused on exploration and relaxation; and (5) tourists drawn to natural landscapes, historical learning, and meaningful cultural connections. Each segment is analyzed in detail in terms of demographic profiles, travel behaviors, motivations, and preferences. The findings provide valuable insights for tourism businesses and policymakers in designing targeted marketing strategies and enhancing the development of Hanoi as an international tourist destination.
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