Abstract

In 2020, more than 33 million people in Vietnam, over 50% of whom are women, join the middle class, living in large cities. Tourism, especially outbound tourism, is one of the 3 main spending needs of middle-class women. The female traveler market in Vietnam is gradually increasing in scale and considered to be a unique segment. In this research, based on the theory of planned behavior and diagram analyzing the process of visiting destinations, the author classified 4 groups of behaviors including destination selection, destination activities, destination spending, and reference information from 270 Vietnamese women on outbound trips by using descriptive statistics methods. The result showed that they share the common desires of culinary discoveries, the prevalence of self-sufficiency, technology proficiency, and the need to expand the geographical scope of destinations outside of Asia. From that, the research assisted international tour operator groups in Vietnam to formulate tour programs, PR and marketing strategy development proficiently, to offer the female travelers segment an excellent traveling experience.