THE ROLE OF DIGITAL TECHNOLOGY IN TOURISM DEVELOPMENT IN VIETNAM TODAY
DOI:
https://doi.org/10.62985/j.huit_ojs.vol26.no3E.522Từ khóa:
Digital technology, smart tourism, tourism digital transformation, digital tourism ecosystem, Vietnam.Tóm tắt
This article examines the role of digital technology in Vietnam’s tourism development, focusing on the conditions under which its application can create value across the tourism sector rather than merely produce isolated digital products. Based on a synthesis of international research and an analysis of Vietnamese legal and policy documents, statistical data, and documented implementation practices, the article assesses the influence of digital technology on market access, tourist experiences, management activities, and linkages among tourism stakeholders. The findings show that Vietnam has begun to move beyond basic online promotion towards smart tourism platforms, virtual experiences, digital payments, and data-driven destination management. However, digital transformation remains fragmented across localities and enterprises. Existing systems are not yet fully interoperable, while data quality and digital skills remain limited. In addition, personal-data protection, cybersecurity, responsible AI governance, and support for small and medium-sized enterprises have not been addressed in a sufficiently coordinated manner. The central challenge is therefore no longer to increase the number of digital applications, but to connect data, technologies, and tourism stakeholders within a coherent governance framework. The article proposes a shift from separate digital projects towards an interoperable, inclusive, and accountable digital tourism ecosystem based on common data standards, shared infrastructure, workforce development, enterprise support, and substantive outcome evaluation.
Tài liệu tham khảo
[1] D. Buhalis and R. Law, “Progress in information technology and tourism management: 20 years on and 10 years after the Internet—The state of eTourism research,” Tourism Management, vol. 29, no. 4, pp. 609–623, 2008, doi: https://doi.org/10.1016/j.tourman.2008.01.005
[2] U. Gretzel, M. Sigala, Z. Xiang, and C. Koo, “Smart tourism: foundations and developments,” Electronic Markets, vol. 25, no. 3, pp. 179–188, 2015, doi: https://doi.org/10.1007/s12525-015-0196-8
[3] U. Gretzel, H. Werthner, C. Koo, and C. Lamsfus, “Conceptual foundations for understanding smart tourism ecosystems,” Computers in Human Behavior, vol. 50, pp. 558–563, 2015, doi: https://doi.org/10.1016/j.chb.2015.03.043
[4] National Assembly of Vietnam, “Law No. 09/2017/QH14 dated June 19, 2017 on Tourism,” Hanoi, Vietnam, 2017. [Online]. Available: https://vanban.chinhphu.vn/default.aspx?docid=190290&pageid=27160
[5] National Assembly of Vietnam, “Law No. 71/2025/QH15 dated June 14, 2025 on Digital Technology Industry,” Hanoi, Vietnam, 2025. [Online]. Available: https://vanban.chinhphu.vn/?classid=1&docid=214609&pageid=27160&typegroupid=3
[6] Prime Minister of Vietnam, “Decision No. 1671/QD-TTg dated November 30, 2018 approving the Master Plan on Information Technology Application in Tourism for 2018–2020, with Orientations toward 2025,” Hanoi, Vietnam, 2018. [Online]. Available: https://vanban.chinhphu.vn/default.aspx?docid=195496&pageid=27160
[7] Ministry of Culture, Sports and Tourism, “Decision No. 3570/QD-BVHTTDL dated December 21, 2022 approving the Project on Applying Fourth Industrial Revolution Technologies to Develop Smart Tourism and Promote Tourism as a Spearhead Economic Sector,” Hanoi, Vietnam, 2022. [Online]. Available: https://dx.bvhttdl.gov.vn/SitePages/ListNewfeed.aspx?CID=56&ItemID=32605
[8] National Assembly of Vietnam, “Law No. 20/2023/QH15 dated June 22, 2023 on Electronic Transactions,” Hanoi, Vietnam, 2023. [Online]. Available: https://vanban.chinhphu.vn/?docid=208421&pageid=27160
[9] National Assembly of Vietnam, “Law No. 91/2025/QH15 dated June 26, 2025 on Personal Data Protection,” Hanoi, Vietnam, 2025. [Online]. Available: https://vanban.chinhphu.vn/?classid=1&docid=214590&orggroupid=1&pageid=27160
[10] Vietnam News Agency, “Vietnam Tourism in 2025: A Breakthrough Milestone Affirming a New Position,” Ministry of Culture, Sports and Tourism Portal, Jan. 8, 2026. [Online]. Available: https://bvhttdl.gov.vn/Pages/chi-tiet.aspx?url=%2Fdu-lich-viet-nam-nam-2025-dau-moc-but-pha-khang-dinh-vi-the-moi-20260108102401774.htm
[11] B. Neuhofer, D. Buhalis, and A. Ladkin, “Smart technologies for personalized experiences: a case study in the hospitality domain,” Electronic Markets, vol. 25, no. 3, pp. 243–254, 2015, doi: https://doi.org/10.1007/s12525-015-0182-1
[12] Z. Xiang, Z. Schwartz, J. H. Gerdes Jr., and M. Uysal, “What can big data and text analytics tell us about hotel guest experience and satisfaction?” International Journal of Hospitality Management, vol. 44, pp. 120–130, 2015, doi: https://doi.org/10.1016/j.ijhm.2014.10.013
[13] M. Mariani, R. Baggio, M. Fuchs, and W. Hoepken, “Business intelligence and big data in hospitality and tourism: a systematic literature review,” International Journal of Contemporary Hospitality Management, vol. 30, no. 12, pp. 3514–3554, 2018, doi: https://doi.org/10.1108/IJCHM-07-2017-0461
[14] Z. Doborjeh, N. Hemmington, M. Doborjeh, and N. Kasabov, “Artificial intelligence: a systematic review of methods and applications in hospitality and tourism,” International Journal of Contemporary Hospitality Management, vol. 34, no. 3, pp. 1154–1176, 2022, doi: https://doi.org/10.1108/IJCHM-06-2021-0767
[15] U. Gretzel, M. Fuchs, R. Baggio, W. Hoepken, R. Law, J. Neidhardt, J. Pesonen, M. Zanker, and Z. Xiang, “e-Tourism beyond COVID-19: a call for transformative research,” Information Technology & Tourism, vol. 22, no. 2, pp. 187–203, 2020, doi: https://doi.org/10.1007/s40558-020-00181-3
[16] I. A. Wong, Q. L. Lian, and D. Sun, “Autonomous travel decision-making: An early glimpse into ChatGPT and generative AI,” Journal of Hospitality and Tourism Management, vol. 56, pp. 253–263, 2023, doi: https://doi.org/10.1016/j.jhtm.2023.06.022
[17] C. H. C. Hsu, G. Tan, and B. Stantic, “A fine-tuned tourism-specific generative AI concept,” Annals of Tourism Research, vol. 104, art. no. 103723, 2024, doi: https://doi.org/10.1016/j.annals.2023.103723
[18] R. Gao and Y. Wang, “Collaborative supervision strategies for risk issues of generative artificial intelligence in the tourism industry,” Technology Analysis & Strategic Management, vol. 37, no. 13, pp. 4032–4050, 2025, doi: https://doi.org/10.1080/09537325.2024.2434479
[19] P. Shen, Y. Chen, and S. Xiong, “Responsible generative AI in tourism: Conceptualization, measurement, and validation,” Journal of Hospitality and Tourism Management, vol. 67, art. no. 101441, 2026, doi: https://doi.org/10.1016/j.jhtm.2026.101441
[20] D. A. Guttentag, S. W. Litvin, and R. Teixeira, “Human vs. AI: can ChatGPT improve tourism product descriptions?” Current Issues in Tourism, vol. 28, no. 22, pp. 3601–3619, 2025, doi: https://doi.org/10.1080/13683500.2024.2402563
[21] T. Kim, M. J. Kim, and P. Promsivapallop, “Investigating the influence of generative AI’s credibility and utility on travel consumer behaviour and recommendations through the lens of personal innovativeness,” Current Issues in Tourism, vol. 28, no. 14, pp. 2220–2224, 2025, doi: https://doi.org/10.1080/13683500.2024.2364764
[22] D. Samara, I. Magnisalis, and V. Peristeras, “Artificial intelligence and big data in tourism: a systematic literature review,” Journal of Hospitality and Tourism Technology, vol. 11, no. 2, pp. 343–367, 2020, doi: https://doi.org/10.1108/JHTT-12-2018-0118
[23] F. Mehraliyev, Y. Choi, and M. A. Koseoglu, “Progress on smart tourism research,” Journal of Hospitality and Tourism Technology, vol. 10, no. 4, pp. 522–538, 2019, doi: https://doi.org/10.1108/JHTT-08-2018-0076
[24] R. A. Rather, “AI-powered ChatGPT in the hospitality and tourism industry: benefits, challenges, theoretical framework, propositions and future research directions,” Tourism Recreation Research, vol. 50, no. 3, pp. 652–662, 2025, doi: https://doi.org/10.1080/02508281.2023.2287799
[25] OECD, OECD Tourism Trends and Policies 2020. Paris, France: OECD Publishing, 2020, doi: https://doi.org/10.1787/6b47b985-en.
[26] OECD, OECD Tourism Trends and Policies 2026. Paris, France: OECD Publishing, 2026, doi: https://doi.org/10.1787/3fd3cd75-en
[27] D. M. Cuong, “Digital Transformation in Tourism Activities and Requirements for Tourism Human Resource Training (Part 3),” Tourism Information Technology Center, Aug. 16, 2022. [Online]. Available: https://titc.vn/chuyen-doi-so-trong-hoat-dong-du-lich-va-yeu-cau-dat-ra-doi-voi-dao-tao-nhan-luc-du-lich-phan-3/
[28] V. Quynh, “Developing a Smart Tourism Ecosystem,” Nhan Dan Newspaper, May 28, 2024. [Online]. Available: https://nhandan.vn/phat-trien-he-sinh-thai-du-lich-thong-minh-post811421.html
[29] Tourism Information Technology Center, Vietnam National Authority of Tourism, “Digital Transformation Activities in the Tourism Sector in 2022 Were Active and Coordinated,” Ministry of Culture, Sports and Tourism Digital Transformation Portal, Jan. 25, 2023. [Online]. Available: https://dx.bvhttdl.gov.vn/SitePages/ListNewfeed.aspx?CID=56&ItemID=32605
[30] E. Rahmadian, D. Feitosa, and Y. Virantina, “Digital twins, big data governance, and sustainable tourism,” Ethics and Information Technology, vol. 25, art. no. 61, 2023, doi: https://doi.org/10.1007/s10676-023-09730-w
