Customer Perceptions and Preferences in Luxury Adventure Tourism: The Examination of the Son Doong Cave Tour

Bui Hong Anh (2025) Customer Perceptions and Preferences in Luxury Adventure Tourism: The Examination of the Son Doong Cave Tour. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

This research explores customer behavior in the high-end adventure tourism sector in Vietnam, with Oxalis Adventure's Son Doong tour as a specific case. Using a mixed-method research approach, including quantitative surveys and qualitative customer feedback analysis, the thesis addresses three key research questions: the impact of pricing strategies on financial sustainability, the primary driver behind customer demand, and the long-term development strategy for the tour. The findings reveal that customers are willing to pay a premium for products that offer a sense of exclusivity, rare experiences, and emotional value. The value-based pricing model appears to be an effective strategy for the Oxalis company, provided the company maintains the quality of service and the iconic image of the Son Doong tour. While sustainability is valued, it is not the primary driver of consumer behavior. Instead, the uniqueness and personalization of the experience are the key factors. The study recommends that the company continue to maintain the exclusivity of the Son Doong tour while developing short-term or diversified tour products to serve a broader range of customers, thus balancing financial benefits, environmental conservation, and contributions to local communities. Although the study has some limitations in scope and data, the conclusions drawn contribute to shaping the future direction of luxury tourism in Vietnam, where experience, environmental responsibility, and long-term strategy need to be aligned.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Turizmus Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Turizmus-vendéglátás

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	adventour tourism, Customer Perception, Luxury package, Son Doong, Vietnam
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2026. Ápr. 09. 15:02
Utolsó módosítás:	2026. Ápr. 09. 15:02

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