Abstract :

With the deepening of economic, trade, cultural and tourism cooperation between China and Vietnam, China has remained the largest source of inbound tourists for Vietnam for consecutive years. Chinese language service capacity has become one of the core elements for the upgrading of Vietnam’s tourism management system. To explore the internal correlation between Chinese language services and the high-quality development of Vietnam’s tourism management, this study adopts questionnaire survey, interview and statistical analysis methods. Taking 320 tourism enterprises, 450 tourism practitioners and 600 Chinese inbound tourists in four core tourist cities of Vietnam (Hanoi, Da Nang, Nha Trang and Ho Chi Minh City) as research samples, this paper systematically analyzes the current situation, existing problems and optimization paths of Chinese language services in Vietnam’s tourism industry. The research results indicate that the coverage rate of Chinese language services in Vietnam’s tourism industry reaches 78.4%, while the qualified rate of professional Chinese language services is only 42.6%. The Chinese proficiency of tourism practitioners, specialized competence in Chinese cultural and tourism services, supporting facilities for bilingual services, and Chinese language service management mechanisms significantly positively influence the travel experience and revisit intention of Chinese tourists (P<0.05). At present, Vietnam’s tourism management faces core challenges including structural shortage of professional Chinese talents, absence of standardized Chinese language service systems, insufficient integration of cultural tourism and language services, and lagging digital Chinese language services. Based on the theories of language economics and service quality management, this study proposes optimization strategies from five dimensions: talent cultivation, standard construction, facility upgrading, mechanism improvement and digital empowerment. The findings aim to improve the language service and management system of Vietnam’s tourism industry, enhance the quality of cross-border cultural and tourism services between China and Vietnam, facilitate the standardized, international and high-quality development of Vietnam’s tourism industry, and provide theoretical references and practical implications for the integrated development of cross-border cultural tourism between the two countries.

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Keywords :

Chinese language services, cross-border tourism, cultural-tourism integration, Service Quality, tourism management, Vietnam tourism.

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