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Abstract

The timeshare industry has blossomed into a lucrative international travel sector and has gained popularity in Vietnam in recent years. However, it has sparked significant polarization among consumers. While some individuals staunchly support it, others vehemently oppose it, particularly within the same company, known as Alma, which operates luxurious resorts in Cam Ranh, Khanh Hoa Vietnam. This paper endeavors to delve into the root causes of these issues, propose potential solutions for in recommendation toward sustainable development. A mixed-method approach was employed to achieve the research objectives, combining surveys with in-depth interviews conducted with client groups sourced from Facebook community sites of customers. The findings reveal that Alma's Timeshare customers in Vietnam can be categorized into two distinct groups: those who purchase for genuine vacation purposes (2.3%) express high satisfaction with Alma's model, while those who purchase for work-related reasons (97.3%) not only express dissatisfaction but also harbor feelings of disappointment and anger. The utilization of manipulative sales techniques, particularly when consumers are still unaware of the true value and benefits of their purchases, emerges as a significant contributing factor. This discovery lays the groundwork for further exploration into the authentic corporate culture in the age of globalization, with the aim of mitigating risks and fostering sustainable economic development in tourism.