Travelling, especially oversea travelling is an emerged trend among Vietnamese people with living condition increasing in recent years. This survey was made to explore the motivation in choosing a country to travel. This survey was conducted among more than 1,000 Vietnamese, who are above 18 years old, across nationwide in March 2019.

1. Q&Me is online market research provided by Asia Plus Inc.
Oversea Trip Motivation Of Vietnamese
Asia Plus Inc.

2. Overview
Travelling, especially oversea travelling is an
emerged trend among Vietnamese people with
living condition increasing in recent years. This
survey was made to explore the motivation in
choosing a country to travel.
This survey was conducted among more than
1,000 Vietnamese, who are above 18 years old,
across nationwide in March 2019.

3. Motivation of choosing a country to travel

4. Countries visited in the past
32%
14%
11%
9% 9%
7%
4% 3%
2% 2% 2%
5%
Thailand Japan China Singapore Korea Cambodia Malaysia (*) America (*) Taiwan (*) Lao (*) France (*) Others (*)
Within top 5 of most travelling countries, Thailand is perceived as the most
popular one that Vietnamese choose to travel, followed by China, Japan,
Korea, and Singapore.
(*) Sample size < 20
N=455

5. Countries visited in the past – by age
Across age, people prefers travelling to Thailand most with significant
percentage compared to other countries.
37%
32%
31%
Age
(N = 1,241)
18-24 y.o 25-29 y.o 30+ y.o
Thailand
26%
Thailand
33%
Thailand
36%
China
17%
Japan
14%
Singapore
12%
Japan
13%
Korea
10%
Japan
13%
Korea
11%
Singapore
8%
Combodia
8%
Singapore
8%
China
12%
Cambodia
7%
25 – 29 y.o
(N = 149)
30+ y.o
(N = 191)
No.1
No.2
No.3
No.4
No.5
18 – 24 y.o
(N = 119)

6. Countries visited in the past – by income
While people with lower income (10 – 20M) prefers mainstream country such
as Thailand with slightly higher percentage, people with higher income (> 20M)
like to travel further ones such as Japan, Korea, Singapore.
35%
9%
12%
7%
5%
32%
16%
11% 12% 11%
Thailand Japan China Singapore Korea
Profile of countries that were travelled in latest – by
income
(N = 455)
10 - 20M > 20M
9%
30%
60%
<= 10M (*) 10 - 20M > 20M
Income
(N = 455)
(*) Sample size < 50

7. Travel motivations
3%
7%
7%
8%
9%
9%
10%
19%
20%
25%
25%
26%
36%
38%
Others
Attend events
Just traveling and enjoying
My friends lives there
Learning new things
My family / friends took me there
Good beach
Good entertainment
Good for shopping
Good food
Good cost
Near distance
Interesting culture
Good scenery
Good scenery and interesting culture are biggest motivation
for Vietnamese to choose that travelled countries, other
factors such as distance, cost, food, shopping and
entertainment also have high impact.
Q. Why did you choose this country? (Up to 3) (N=455)

8. Travel motivation – By country
Thailand (N = 147) Japan (N = 62) China (N = 51) Singapore (N = 43) Korea (N = 40)
Good scenery 30% 60% 35% 26% 70%
Interesting culture 30% 61% 25% 28% 43%
Near distance 37% 2% 43% 14% 5%
Good cost 39% 10% 29% 16% 15%
Good food 31% 31% 20% 21% 23%
Good for shopping 30% 6% 20% 23% 18%
Good entertainment 15% 26% 8% 33% 33%
Within top 7 impacted factors, Japan and Korea attracts Vietnamese by good scenery
and interesting culture, while people impress Thailand, China, Singapore by almost
factors, especially near distance and cost.
Q. Why did you choose this country? (Up to 3) (N=455)

9. Countries to have visited & wish to visit
Top 5 countries has changes in preference when Japan and Korea are 2 countries that
Vietnamese wish to travel most. Besides, America now takes a space of top 5 desired
countries with 7%.
3%
3%
5%
5%
7%
11%
12%
20%
24%
England
Australia
France
China
America
Singapore
Thailand
Korea
Japan
Countries wishes to visit
(N = 1,241)
Q. If you have the opportunities to go to foreign countries, where would you like go go? (N=1,241)
5%
3%
4%
7%
9%
9%
11%
14%
32%
Others (*)
America (*)
Malaysia (*)
Cambodia
Korea
Singapore
China
Japan
Thailand
Visited countries
(N = 455)

10. Q. If you have the opportunities to go to foreign countries,
where would you like go go? (N=1,241)
10%
1%
5%
9%
10%
10%
15%
32%
11%
1%
5%
6%
13%
12%
23%
19%
Others
Malaysia
China
America
Thailand
Singapore
Korea
Japan
Female
Male
Countries Vietnamese wish to visit
- by Gender
Unlike male, who prefer travelling Japan with significant
percentage, female wish to enjoy their trip in Korea

11. Reasons to choose the country
2%
4%
4%
5%
6%
7%
9%
10%
10%
14%
14%
15%
25%
43%
48%
Others
Business
Attend events
Good accommodations
My friends lives there
Enjoying adventures
Good beach
Near distance
Good cost
Good for shopping
Learning new things
Good entertainment
Good food
Interesting culture
Good scenery
Good scenery, interesting culture and good food are 3
important factors to motivate people to choose a country for
travelling. Interestingly, people don’t concern much about cost
and distance of the country they wish to travel.
Q. Why did you choose this country? (Up to 3) (N=1,241)

12. Reason to choose - By country
Japan (N = 303) Korea (N = 247) Thailand (N = 145) Singapore (N = 135) America (N = 88)
Good scenery 59% 57% 37% 53% 25%
Interesting culture 59% 45% 32% 46% 34%
Near distance 4% 9% 23% 19% 6%
Good cost 7% 7% 30% 10% 1%
Good food 27% 37% 37% 20% 14%
Good for shopping 11% 19% 20% 19% 9%
Good entertainment 14% 17% 17% 28% 19%
Good scenery and interesting culture are still main criteria to choose a desired
country for travelling.
Q. Why did you choose this country? (Up to 3) (N=1,241)

13. Information source
1%
8%
16%
17%
19%
20%
32%
34%
36%
41%
42%
Others
OOH
Event
From travel agencies
Family
Magazine
YouTube / Online video
TV
Website
Facebook
Friends
Word of mouth and Facebook are 2 channels that people
prefer most for searching travelling information.
Q. Where did you hear those information? (N=1,241)

14. Information source – By profile
18-24 y.o 25-29 y.o 30+ y.o <= 10M 10 - 20M > 20M
Friends 32% 41% 54% 29% 48% 46%
Website 32% 38% 39% 25% 39% 42%
Facebook 44% 40% 38% 37% 43% 42%
TV 33% 31% 37% 32% 38% 32%
YouTube / Online video 35% 30% 30% 24% 33% 36%
Family 14% 18% 25% 13% 18% 23%
From travel agencies 13% 16% 24% 12% 17% 21%
Magazine 18% 20% 22% 10% 23% 25%
Event 13% 16% 18% 11% 16% 18%
OOH 7% 8% 8% 5% 7% 10%
Word of mouth is the most popular information source, especially with older
people (30+ y.o) and higher income people (>10M), while Facebook is chosen
most by younger and lower income people.Q. Why did you choose this country? (Up to 3) (N=1,241)

15. Summary
• Thailand is perceived as the most popular country that Vietnamese choose
to travel. Unlike Thailand, a country that lower income people (10 – 20M)
prefer, Korea, Japan, and Singapore are liked to travel by higher income
people (>20M)
• Japan and Korea are also desired countries that people wish to travel most
• Good scenery and interesting culture are 2 main criteria to motivate people
to choose a country for travelling.
• Interestingly, while cost and distance are in top 7 important factors for
actual travelling (esp. Thailand and China), these ones don’t impact much
when people wish to travel a desired country.
• Word of mouth is the most popular information source, especially with
older people (30+ y.o) and higher income people (>10M), while Facebook
is chosen most by younger and lower income people.

16. Respondent profile (N=1,241)
Male, 40%
Female, 60%
Gender
18-24, 37%
25-29, 32%
30+, 31%
Age
HCM, 37%
Hanoi, 42%
Others, 21%
City
29%
30%
41%
Less than 10M
10 - 20M
Above 20M
Household income

17. Q&Me – About Online Market Research Services

18. Provide the research services driven by the technologies
Our research solutions
Consumer research app
Admin platform
Traditional market research
Collect surveys from online consumers Effective retail audit or data collection
Plan, Manage and Analyze data

19. Our advantage: Direct Panel Management
Our strength is 16-39 years old and urban areas. This is where most biz
customers would like to research. 400,000 members as of Nov, 2018
0%
1%
18%
31%
22%
14%
7%
3% 3%
1%
Age
19%
18%
6%
4%3%3%
47%
HCM Hanoi Can Tho Da Nang
Hai Phong Dong Nhai Others
56%
44%
Male Female
Gender City

20. Our advantage – Quick with quality
Online is considered to be “cheap and bad” in general. Q&Me provides
several methods providing data with quality
FACT CONSISTENCY SCORE
97%
THOUGHT
CONSISTENCY SCORE
91%
STRAIGHT-LINER/ FLAT-
LINER SCORE
89%
SPEEDERS SCORE
97%
QUALITY CHECK SURVEY SPECIFICATION
N (Sample size) 300
IR (Incident rate) 100%
LOI (Lenght of Interview) 10 minutes
Success Criteria Overral score of 80% or higher
THE RESULTS
Overal score 93.5%
Average score
in the industry
73%
(*) QC scores are generated by Survey Sampling International (SSI), the Worldwide Leader in Survey Sampling and Data Collection
Solutions. Asia Plus (Q&Me) is the preferred partner of SSI in Vietnam.
Our quality score by SSI

21. Our quality assurance process
Questionnaire
based on the
exact profile
• Refined and very
derailed database
panel
Take out users
with irrelevant
replies
• Remove Fake
questions hit
users
• Remove
Contradicted
answer users
• Take out straight
answer users
Take out speed
users
• We count the
average median
time and take out
those who are
less than that
Manual check by
the experienced
researchers
• Our experienced
researchers will
check the
relevance as well
as open
comments
Re-assortment of
panelist priorities
• Based on the
survey results, bad
users are screened
out while prioritizing
those who return s
good feedbacks.

22. Contact Us
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Contact: info@qandme.net
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