Abstract

The article "Marketing factors affecting sustainable tourism development in Vietnam's coastal provinces" focuses on researching the role of Marketing in promoting sustainable tourism in Vietnam's coastal provinces. The study aims to identify and evaluate the impact of marketing factors such as tourism products, prices, distribution channels, marketing communications, people, processes and physical evidence on the sustainable development of the industry travel in this area.
Through the use of primary and secondary data collection methods, along with descriptive statistical analysis techniques, exploratory factor analysis (EFA) and multivariate regression analysis, the study has clarify the current status of sustainable tourism development in Vietnam's coastal provinces and point out marketing factors that have a significant influence on this process.
Based on the research results, the article proposes practical recommendations for tourism managers and businesses to orient and optimize marketing activities to promote sustainable tourism. At the same time, the article also frankly points out the limitations of the research and opens up new research directions for the future.