The tourism structures in Central Vietnam: towards a destination management organisation

This study begins to fill the gap in tourism literature in examining the tourism structures from the perspective of a socialist-market economy with a single-party political system like Vietnam. At present, Central Vietnam (CV) has three different types of administrative layers and existing different tourism structures of destination management organisations (DMOs), like co-operations of public and private stakeholders in juxtaposition with each other, which do not achieve an effective target-oriented co-operation for enhancing the destination's competitiveness. Therefore, this paper aims to analyse the existing organisational tourism structures in CV under the aspect of tourism stakeholder co-operation in order to find out which structures and types of co-operation appear as the most efficient ones in CV and which structures would add most value to the region, with the goal for enhancing tourism management in CV. The research process involved a field research as well as in-depth interviews with public and private stakeholders in CV. The findings revealed that all stakeholders perceive CV as one destination. It is recommended to establish one single “DMO CV” as Public Private Partnership, which shall be responsible for CV, with the tasks including sustainable tourism development and to position CV as a strongly competitive destination.