In brief

• 84% of respondents say they are familiar with Luxembourg (48% know it well, 46% moderately well, and 6% only a little).
• Among those familiar with the country, 37% have already visited Luxembourg, mainly for tourism (90%), followed by personal reasons (visiting friends or family, 20%) and business purposes (20%).
• 74% of respondents recall having seen information about Luxembourg in the media.

Spontaneous associations

Spontaneous associations mainly relate to the image of:

• a country with unique and international cultural assets (15%);
• a country with beautiful landscapes (15%).

In terms of image

Overall, the four dimensions assessed are perceived positively by Vietnamese respondents.

• Functional dimension: Most functional attributes receive positive ratings, particularly Luxembourg’s attractiveness as a place to work.
• Normative dimension: Luxembourg is perceived as a supportive and responsible country, committed to environmental protection as well as to the promotion of peace and human rights.
• Cultural dimension: Luxembourg is recognized for the richness of its history and traditions, as well as for its dynamic and creative cultural scene.
• Natural dimension: Vietnamese respondents associate Luxembourg with beautiful landscapes, well-preserved nature, and attractive lakes and rivers.
• Emotional dimension: Luxembourg is described as a fascinating country, a perception that appears to be mainly linked to its appeal as a tourist destination.

Behavioural factors

• A large majority of Vietnamese respondents (83%) would like to visit Luxembourg one day.
• Luxembourg is also considered an attractive place to live and work, although to a lesser extent (77%).
• The better respondents know the country, the stronger their desire to live and work in Luxembourg.

Implications

• Luxembourg’s high level of awareness and its attractiveness as a tourist destination provide a solid basis for strengthening ties with the Vietnamese public.
• In Vietnam, Luxembourg is perceived as a modern, innovative and stable country, an image that sets it apart from the other countries included in the study.
• Greater communication about Luxembourg’s traditions and cultural heritage would help enrich and diversify this image.