Tourism is one of the key sectors of Vietnam’s economy, and the demand for travel has been actively recovering after the pandemic. According to the Association of Tour Operators of Russia (ATOR), about 177,810 Russian tourists visited Vietnam in the first ten months of 2024 — an increase of 81.5 % compared to the same period of the previous year. At the same time, there is a growing interest in ecofriendly vacations and authentic accommodation options. Specifically, according to the Russian Union of the Tourism Industry, the demand for eco-hotels among Russian tourists increased by 40 % in the first half of 2024 compared to the same period in 2023. Therefore, promoting eco-hotel and homestay services online has become particularly relevant, helping to attract the target audience and meet their new coconscious preferences. This study examines the key concepts of eco-hotel and homestay, modern digital trends in promoting tourism services, as well as practical examples of ecotourism development in Vietnam (with a focus on the Nha Trang resort area) and existing cases of online promotion.
Trung et al. (Mon,) studied this question.