Attitudes and Behavior of Vietnamese toward to Consumer Affinity in Term of Travel Abroad

With the significant growth of business globalization has brought major change to consumption patterns. This leads the operation and marketing activities of business must be change to adapt this challenges, specifically international marketing. Consumer affinity is one of these important approaches. Consumer affinity refer emotional connections forged between consumers and a particular brand or business. In recently, Vietnamese prefer to travel abroad than domestic. Hence, this study will explore the attitude and behavior of the local people in the tourism -toward travel in other countries should done first, this study is done for that objective. To gain the findings which are as guideline for tourism marketing - travel discipline, the deductive and qualitative research approaches are adapted, which is data come from two sources of primary and secondary data. The results showed that consumer affinity impacts the attitudes and behavior of local people toward on willingness to buy and the willingness to travel more for foreign countries. The study is expected to contribute not only to practice but also theory or consumer affinity with the further researches.