Modern tourists (Post-modern tourists) are no longer satisfied with commoditized services

Longing for engagement and personalization

The explosion of Instagram and TikTok makes Aesthetic factors a prerequisite

Old services (parasols, affordable seafood) have reached profit limits

Businesses are forced to "Stage" experiences for higher surplus value

Investing 40 million USD in the park to create a professional "stage"

Selling emotions and memories instead of just beer or rooms

Lower price sensitivity as customers focus on experience value

Escaping the cheap/ day-trip label to become a dynamic tourism center

Attracting higher-end customer segments like SUP paddlers and event-goers

According to Pine & Gilmore (1998), experience is not a service; a complete experience (Sweet Spot) lies at the intersection of 4 realms: Aesthetic, Entertainment, Escapism, and Education. The reality at Back Beach Vung Tau is revealing significant gaps.

Fusion Suites' infinity pool/slide design; Marina Club & BeerFest event models

According to the Post-modern tourist concept in Contemporary Tourism, modern travelers want to co-create their own experiences (co-creation) through active participation. The reality at Back Beach Vung Tau is revealing significant gaps.

SUP paddling at sunrise; Back Beach Park renovation project

Unsynchronized waste collection (50-70 tons/day) and uncontrolled discharge at San Ho Xanh

Government and businesses fail to treat waste as a "resource" per sustainable standards

Prioritizing short-term economic interests of "the industry" over "host communities"

Ignoring needs for public space access and a quiet environment

Wasting 28 hectares of prime land and pollution exceeding carrying capacity

Failure to apply zoning policies and lack of real-time IoT sensors for waste/noise

Excessive and rapid growth concentrated in short periods like weekends or holidays.

Transportation infrastructure fails to expand in time to meet rising demand

Back Beach is in a strong Development or Consolidation stage

Rapid and stable growth leads to overtourism if not well-controlled

Serious congestion on Thuy Van Street

Shortage of parking spaces; cars parked along roadsides

Causing inconvenience to people's daily lives.

According to Doxey’s model, communities feel pressure and move toward irritation

Limited beach space diminishes the visitor experience.

The significant increase in waste is degrading the quality of the marine environment

Significant increase in waste degrades marine environment quality

Threatens to lose attractiveness to future visitors

According to Doxey’s Irridex model, resident reactions move through 4 stages: Euphoria -> Apathy -> Irritation -> Antagonism. The reality at Back Beach Vung Tau is revealing significant gaps.

On weekends or holidays, it often experiences traffic congestion

Many parking lots near the beach area are insufficient capacity

Rapid visitor growth exceeds infrastructure expansion, causing inconvenience to both residents and tourists. Community is shifting to "irritation" stage

According to Butler’s TALC model, a destination lifecycle includes: Exploration -> Involvement -> Development -> Consolidation -> Stagnation -> Decline or Rejuvenation. The reality at Back Beach Vung Tau is revealing significant gaps.

Back Beach is extremely crowded during holidays and peak seasons

Waste surges significantly after holidays and weekends