Risks in tourism sales activities in the southeastern region and proposed solutions: a study using the analytic hierarchy process

Phan Thi Hoi¹, Nguyen Van Tan²*

¹ Faculty of Administration – International Economics, Lac Hong University
² Faculty of Administration – International Economics, Lac Hong University

Corresponding: hoipt@lhu.edu.vn

ABSTRACT

The tourism industry is regarded as one of the sectors with significant contributions to the economies of nations. For Vietnam, the Southeastern region is a key area for tourism development. Identifying potential risks in the sales activities of businesses operating in the tourism sector is crucial, especially in the context of rapid technological advancements and intense competitive pressures. This study employs the Analytic Hierarchy Process (AHP) method, engaging 15 experts in the tourism business sector in the Southeastern region to evaluate specific risk factors in the industry’s activities.

The study identifies four main risks: service quality risk, inappropriate pricing risk, digital technology risk, distribution network risk, and low employee performance risk. These risks are pairwise compared using a scale of 1–9 to assess the importance of each risk. The analysis results identify the most critical risk factors and propose mitigation solutions to enhance the effectiveness of tourism activities in the region.