Vietnam Real Estate & Mortgage Market Report is Segmented by Type (Residential, Retail, Logistics/Industrial, Hospitality, and Office), Value (Premium, Luxury, and Affordable), and Key Cities (Ho Chi Minh City, Hanoi, Quang Ninh, and Da Nang). The Report Offers Market Sizes and Forecasts in Value (USD) for all the Above Segments.

The Vietnam real estate and mortgage market reached approximately USD 46.30 Billion in 2024. The market is projected to grow at a CAGR of 11.20% between 2025 and 2034, reaching a value of around USD 133.85 Billion by 2034.

Vietnam real estate and mortgage market size is projected to exhibit a growth rate (CAGR) of 6.21% during 2025-2033. The growing adoption of digital solutions in the mortgage sector to streamline the application and approval processes, increasing demand for residential and commercial properties, and rising popularity of transparency in real estate transactions represent some of the key factors driving the market.

IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the country level for 2025-2033. Our report has categorized the market based on type and value.

The Vietnam real estate and mortgage market presents a compelling investment opportunity, exhibiting robust growth and significant potential. With a 2025 market size of $47.59 billion and a Compound Annual Growth Rate (CAGR) of 12.94% projected through 2033, the sector is poised for substantial expansion. Key drivers include a burgeoning population, rapid urbanization, increasing disposable incomes, and government initiatives promoting infrastructure development and foreign investment. Strong demand across residential, retail, logistics/industrial, hospitality, and office segments fuels this growth. The market is segmented by property value (premium, luxury, affordable), reflecting diverse consumer preferences and affordability levels. Major cities like Ho Chi Minh City and Hanoi are key growth centers, attracting significant investment and development. While challenges such as land scarcity and regulatory hurdles exist, the overall outlook remains positive, supported by the sustained economic growth and increasing middle class in Vietnam. Prominent developers like Vingroup, Dat Xanh Group, and Novaland Group are shaping the market landscape, contributing significantly to the ongoing construction and development activities across various property types. The mortgage market complements this real estate boom, providing crucial financing for both individual homebuyers and large-scale development projects. The long-term forecast anticipates continued expansion across all segments, although the growth rate may moderate slightly in later years as the market matures. The segmentation within the market offers further insights into its dynamics. The residential sector, driven by a young and growing population, represents a significant portion of the market. The increasing demand for modern and efficient logistics facilities contributes to the growth of the industrial sector. The hospitality and office segments are benefiting from the rising tourism sector and increasing foreign investment. The premium and luxury segments cater to a growing affluent population, while the affordable segment serves the vast majority of the population, indicating a diverse and robust market structure that caters to varying income levels and preferences. Analyzing the market performance across key cities such as Ho Chi Minh City and Hanoi will provide detailed understanding of geographical variations in demand and supply within the Vietnam real estate market. Further, understanding the role of mortgage finance and the various lending institutions involved is crucial to a complete market analysis. Recent developments include: November 2023: Phat Dat Real Estate Development Joint Stock Company and Military Commercial Joint Stock Bank (MB Bank) signed a comprehensive cooperation agreement with the purpose of financial sponsorship for investors and customers. The sponsored project is the Thuan An 1 and 2 high-rise housing complex with a scale of 4.47 hectares, located in a prime location right in the central area of Thuan An City, connected to many large industrial clusters in Binh Duong. The project completed its legality with an investment of more than VND 10,800 billion, including apartment products, shophouses, and townhouses.June 2023: The world's largest contract electronics maker and assembler, Foxconn, received approval from Vietnam to invest USD 246 million in two new projects in the northern province of Quang Ninh.. Key drivers for this market are: Ho Chi Minh City and Hanoi Experiencing Rapid Urban Expansion, Streamlined Real Estate Lending Services. Potential restraints include: Ho Chi Minh City and Hanoi Experiencing Rapid Urban Expansion, Streamlined Real Estate Lending Services. Notable trends are: Residential Segment Experiencing Rapid Growth in the Market.

Vietnam Real Estate & Mortgage Market size was valued at USD 46.30 Billion in 2024 and is projected to reach USD 107.6 Billion by 2032, growing at a CAGR of 11.2% from 2026 to 2032.

Vietnam Real Estate & Mortgage Market: Definition/Overview

Real estate refers to land and any permanent structures or improvements attached to it, encompassing a wide range of properties including residential homes, commercial buildings, and industrial sites. It is considered a tangible asset that holds intrinsic value and can be used for various purposes such as living, working, or investment.

Real estate also includes natural resources found on the land, such as water, minerals, and crops. In contrast to personal property, which consists of movable items not permanently affixed to land, real estate is characterized by its immobility and the legal rights associated with ownership, which can include the ability to lease, sell, or develop the property.

The Vietnam residential real estate industry is a rapidly growing market, with a market size of $25.26 million in 2025 and a projected CAGR of 12.55% from 2025 to 2033. The market is driven by a number of factors, including rising incomes, urbanization, and a growing middle class. The market is also supported by a stable political environment and a strong banking system. Key trends in the Vietnam residential real estate market include a shift towards high-rise developments, an increasing demand for luxury properties, and a growing interest in green buildings. The market is also seeing a rise in the number of foreign investors, who are attracted by the country's strong economic growth and its relatively low property prices. Major cities such as Ho Chi Minh City, Hanoi, and Danang are experiencing the highest demand for residential property, with prices in these areas rising rapidly. Developers are responding to this demand by building more high-rise projects and luxury apartments. Recent developments include: November 2023: Phat Dat Real Estate Development Joint Stock Company and Military Commercial Joint Stock Bank (MB Bank) signed a comprehensive cooperation agreement with the purpose of financial sponsorship for investors and customers. Products at Phat Dat projects. The sponsored project is the Thuan An 1&2 high-rise housing complex with a scale of 4.47 hectares, located in a prime location right in the central area of ​​Thuan An City, connected to many large industrial clusters in Binh Duong. The project has completed its legality with an investment of more than 10,800 billion VND, including apartment products, shophouses, and townhouses., October 2023: Phat Dat's investment project of more than 10,000 billion in Binh Duong has been approved for planning. Phat Dat's investment project of more than 10,000 billion in Binh Duong has been approved for planning.. Key drivers for this market are: 4., Rapid Urbanization and Rising Disposable Income4.; Government Initiatives and Expanding Economy. Potential restraints include: 4., Limited Land Availability4.; Economic Uncertainties. Notable trends are: Rising Government Initiatives and Social Housing Development Policies.

House price growth slowed down in many countries worldwide in 2022 compared to the year before. Conversely, in Turkey, Vietnam, Russia, Sri Lanka, Georgia, and Mexico, house prices continued to grow. Adjusted for inflation, the annual house price increase in Turkey measured a staggering 63 percent. In the United States, on the other hand, price growth felt from 10.5 percent to 1.2 percent. In 2022, mortgage interest rates, increased overall in response to rising inflation and economic instability.

The Asia-Pacific mortgage and loan broker market is experiencing robust growth, driven by increasing urbanization, rising disposable incomes, and a burgeoning middle class across the region. The market's Compound Annual Growth Rate (CAGR) of 18.40% from 2019 to 2024 indicates significant expansion, projected to continue into the forecast period (2025-2033). Key drivers include government initiatives promoting homeownership, favorable interest rates in certain periods, and the growing preference for specialized financial advice among both individuals and businesses. The market is segmented by enterprise size (large, small, mid-sized), loan type (home loans, commercial and industrial loans, vehicle loans, government loans, others), and end-user (businesses, individuals). The dominance of home loans within the applications segment highlights the significant role of residential real estate development in fueling market growth. Rapid economic growth in countries like China, India, and other Southeast Asian nations significantly contributes to market expansion. However, the market also faces challenges such as fluctuating interest rates, stringent regulatory environments in some countries, and economic uncertainties that can impact consumer confidence and borrowing. Competition in the market is intense, with both established players like LIC Housing Finance Ltd, ICICI Home Finance Company Ltd, and PNB Housing Finance Ltd, alongside emerging local and international brokers. The Asia-Pacific region exhibits considerable diversity, with market dynamics varying significantly across countries. While established financial centers like Japan, South Korea, and Singapore present mature and competitive landscapes, countries like India, Indonesia, and Vietnam demonstrate significant growth potential due to their rapidly expanding economies and increasing demand for housing and other financing options. This diverse geographical landscape provides opportunities for both local and international players to expand their reach and capitalize on regional growth pockets. The continued expansion of e-commerce and fintech solutions is also expected to contribute to further market growth in the coming years by improving the efficiency and accessibility of mortgage and loan brokerage services. Recent developments include: March 2023: All Fleet Mortgages' two- and five-year fixed-rate packages had their rates reduced. The buy-to-let lender claims a 20 basis point reduction in its standard, limited company, residences in multiple occupations, and multi-unit freehold block loans in these term ranges., February 2023: For additional lending to smaller institutions to support social sector funding, the State Bank of India raised USD 1 billion in syndicated social funds, the largest ESG loan in Asia Pacific history. This USD 1 billion fund, which includes a green shoe of USD 500 million, was raised by SBI from international banks.. Notable trends are: Growth in Demand for Personalized Financial Guidance.

The Vietnam residential real estate market, valued at $25.26 billion in 2025, is experiencing robust growth, projected to maintain a Compound Annual Growth Rate (CAGR) of 12.55% from 2025 to 2033. This expansion is driven by several key factors. Rapid urbanization, particularly in major cities like Ho Chi Minh City, Hanoi, and Da Nang, fuels strong demand for housing. A burgeoning middle class with increasing disposable income is a significant driver, coupled with favorable government policies aimed at stimulating the construction and real estate sectors. The market is segmented by property type (apartments and condominiums, villas and landed houses) and location, reflecting diverse consumer preferences and investment opportunities. Leading developers like Novaland Group, Vinhomes, and others are shaping the market with large-scale projects catering to various price points. While challenges exist, such as land scarcity in prime urban areas and potential regulatory changes, the overall outlook for Vietnam's residential real estate sector remains positive due to sustained economic growth and a growing population. The forecast period (2025-2033) anticipates a considerable market expansion, with the CAGR of 12.55% suggesting significant investment potential. The market segments show varying growth trajectories. Apartments and condominiums, favored for affordability and accessibility, are expected to maintain a dominant share. Villas and landed houses, appealing to higher-income segments, will experience growth, albeit potentially at a slower pace than apartments. Regional variations are also anticipated, with Ho Chi Minh City likely to continue leading in terms of market share due to its economic importance and concentration of businesses. However, Hanoi and Da Nang are also experiencing significant growth as secondary hubs, benefiting from investments in infrastructure and tourism. Sustained economic growth, population increase, and improved infrastructure will remain key catalysts for market expansion throughout the forecast period. However, careful monitoring of macroeconomic factors and regulatory changes will be crucial for effective market navigation. Recent developments include: November 2023: Phat Dat Real Estate Development Joint Stock Company and Military Commercial Joint Stock Bank (MB Bank) signed a comprehensive cooperation agreement with the purpose of financial sponsorship for investors and customers. Products at Phat Dat projects. The sponsored project is the Thuan An 1&2 high-rise housing complex with a scale of 4.47 hectares, located in a prime location right in the central area of ​​Thuan An City, connected to many large industrial clusters in Binh Duong. The project has completed its legality with an investment of more than 10,800 billion VND, including apartment products, shophouses, and townhouses., October 2023: Phat Dat's investment project of more than 10,000 billion in Binh Duong has been approved for planning. Phat Dat's investment project of more than 10,000 billion in Binh Duong has been approved for planning.. Key drivers for this market are: 4., Rapid Urbanization and Rising Disposable Income4.; Government Initiatives and Expanding Economy. Potential restraints include: 4., Rapid Urbanization and Rising Disposable Income4.; Government Initiatives and Expanding Economy. Notable trends are: Rising Government Initiatives and Social Housing Development Policies.

Vietnam Residential Real Estate Market size was valued at USD 26.32 Billion in 2024 and is expected to reach USD 68.5 Billion by 2032, growing at a CAGR of 12.7% from 2026 to 2032.

Key Market Drivers

Rapid Urbanization and Population Growth: Rapid urbanization and population growth drive the Vietnam residential real estate market, increasing housing demand in key cities. According to Vietnam's General Statistics Office, the urbanization rate increased from 34.4% in 2014 to 37.1% in 2023, with an annual urban population growth of 3.4%. The World Bank forecasts that 1 million people relocate to urban areas each year, primarily to Ho Chi Minh City and Hanoi, fuelling demand for apartments and cheap housing. Developers are increasing residential developments, while the government is promoting expansion through housing regulations and infrastructural improvements.

The ASEAN manufactured homes market is experiencing robust growth, fueled by several key factors. The region's burgeoning population, rapid urbanization, and increasing demand for affordable and sustainable housing are driving significant market expansion. A CAGR exceeding 5% indicates a consistently strong trajectory, projected to continue through 2033. Key drivers include government initiatives promoting affordable housing solutions, increasing construction costs of traditional homes, and a growing preference for quicker construction timelines associated with manufactured homes. The market is segmented by type (single-family and multi-family) and geographically across major ASEAN nations, with Malaysia, Thailand, Singapore, and Indonesia representing substantial market shares. While data for precise market sizing is not fully provided, considering the strong growth in other comparable markets and the region's demographics, a reasonable estimation would place the 2025 ASEAN manufactured homes market value in the range of $1.5 to $2 billion USD. The increasing adoption of sustainable building materials and technologies within the manufactured home sector is further contributing to market growth. However, challenges remain including stringent building codes and regulations in some areas, potential supply chain disruptions, and varying levels of consumer awareness regarding the benefits of manufactured housing. The competitive landscape is dynamic, featuring both established international players and regional companies specializing in modular and prefab construction. Companies like ModularCraft, Moderna Homes Pte Ltd, and Karmod are establishing strong market presence, offering a variety of designs and construction services. Further growth will depend on overcoming the aforementioned challenges through effective market education and strategic collaborations. Specific market share distribution across countries within ASEAN will depend on factors including economic development, government policies, and local consumer preferences. While a precise market breakdown is unavailable, we can reasonably assume that Indonesia and the Philippines, owing to their larger populations, will represent significant portions of the market in the forecast period. Continuous innovation in designs, materials, and construction processes is essential for companies to maintain a competitive edge within the growing ASEAN manufactured homes market. Recent developments include: September 2022: Scandinavian Industrialised Building Systems (SIBS) has invested over RM200 million to set up its second manufacturing facility at the Penang Science Park North in Simpang Ampat, Malaysia which boosts the production of modular construction materials. This expansion project is anticipated to increase the production lines to approximately four times more than the current production lines, March 2022: Sampangan (building system manufacturer) built a carbon tech modular home in Indonesia. This is a pilot project for a carbon concrete building system that is affordable for low-income communities. It is estimated to be 40 percent cheaper than conventional affordable housing in the market. The simplicity of design, modularity, knockdown system, and lighter weight would also enable low-income communities that generally do not have formal construction knowledge to build their own homes, and not depend on expensive professional contractors and developers.. Notable trends are: Rapid Urbanization in ASEAN Countries Boosts the Demand for Manufactured Homes.

People typically purchase residential properties for two reasons: to live in or invest. However, both purposes necessitate careful consideration before deciding because high financial costs are involved, and housing loans are typically considered necessary for this purpose. Customers’ demands are constantly changing, becoming more complicated with higher requirements. The focus of this research is on tourism real estate selection. This market in Vietnam is still new and emerging and has encountered numerous issues regarding government policy, finance, and land authorization for constructing, owning, and managing. Because the form of tourism real estate is still new, customers are hesitant about investing in or buying these properties. Hence, to compete in the current fiercely real estate industry, real estate firms must understand their customers’ expectations by frequently involving customer research in the company’s strategy. However, there is still a lack of research on the connection between these factors and individual expectations in the well-known philosophy of the Theory of Planned Behavior (TPB), leading to behavioral intentions. Therefore, to fulfill the gap in the previous literature, this paper aims to investigate the connection between these factors with core variables of TPB, hence, addressing the current problems in the real estate industry. 471 valid respondents in Vietnam were collected for data analysis through two survey approaches. PLS-SEM was used to test hypotheses due to the relationship complication in the conceptual models. The results show that government policy influences attitudes and perceived behavioral control, whereas social infrastructure affects social norms and perceived behavioral control. Moreover, Fengshui ambient condition also positively influences all three core factors: attitudes, social norms, and perceived behavioral control. Finally, these factors impact on intention to buy tourism real estate. Through results, this paper has developed a purchase intention model through social aspects of the tourism real estate industry. In addition, this paper demonstrates the connection between social factors and individuals’ expectations for a purchase intention, providing the importance of the government’s role, architecture style, and social infrastructure in the marketing literature of the real estate industry. As a result, managers and governments need to take advantage of new releases of government regulations in time to enhance customers’ positive attitudes toward purchasing tourism real estate. Moreover, social infrastructure and Fengshui conditions are crucial to establishing social norms and perceived control, aiming to leverage the intention to purchase tourism real estate. Thereby, recommendations of marketing strategies based on these findings were suggested to attain the optimal result for sales. Finally, this research also includes some limitations. Hence, suggestions for further research were also provided, such as possible moderation, possible mediating effects, or control of data bias.

Vietnam Ceramic Tiles Market size was valued at USD 3.11 Billion in 2024 and is projected to reach USD 4.60 Billion by 2032, growing at a CAGR of 5% from 2026 to 2032.

Vietnam Ceramic Tiles Market Drivers

Increasing Urban Population: Vietnam's rapid urbanization is driving a surge in residential and commercial construction, fueling demand for ceramic tiles.

Infrastructure Development: Government investments in infrastructure projects, such as roads, bridges, and public buildings, contribute to the growth of the construction sector and the demand for tiles.

Real Estate Development: The expanding real estate market, with the development of apartments, villas, and commercial spaces, is a significant driver.

Aesthetic Improvements: Vietnamese consumers are increasingly focused on improving the aesthetics and functionality of their homes, leading to increased tile usage in kitchens, bathrooms, and living areas.

Housing Development Programs: Government initiatives aimed at promoting affordable housing and urban development contribute to the growth of the construction sector and the ceramic tiles market.

베트남 부동산 및 모기지 시장 보고서는 유형(주거, 소매, 물류/산업, 호텔 및 사무실), 가치(프리미엄, 럭셔리 및 저렴), 주요 도시(호치민시, 하노이, 꽝닌 및 다낭)로 세분화됩니다. 보고서는 위의 모든 세그먼트에 대한 시장 규모와 가치(USD) 예측을 제공합니다.

People typically purchase residential properties for two reasons: to live in or invest. However, both purposes necessitate careful consideration before deciding because high financial costs are involved, and housing loans are typically considered necessary for this purpose. Customers’ demands are constantly changing, becoming more complicated with higher requirements. The focus of this research is on tourism real estate selection. This market in Vietnam is still new and emerging and has encountered numerous issues regarding government policy, finance, and land authorization for constructing, owning, and managing. Because the form of tourism real estate is still new, customers are hesitant about investing in or buying these properties. Hence, to compete in the current fiercely real estate industry, real estate firms must understand their customers’ expectations by frequently involving customer research in the company’s strategy. However, there is still a lack of research on the connection between these factors and individual expectations in the well-known philosophy of the Theory of Planned Behavior (TPB), leading to behavioral intentions. Therefore, to fulfill the gap in the previous literature, this paper aims to investigate the connection between these factors with core variables of TPB, hence, addressing the current problems in the real estate industry. 471 valid respondents in Vietnam were collected for data analysis through two survey approaches. PLS-SEM was used to test hypotheses due to the relationship complication in the conceptual models. The results show that government policy influences attitudes and perceived behavioral control, whereas social infrastructure affects social norms and perceived behavioral control. Moreover, Fengshui ambient condition also positively influences all three core factors: attitudes, social norms, and perceived behavioral control. Finally, these factors impact on intention to buy tourism real estate. Through results, this paper has developed a purchase intention model through social aspects of the tourism real estate industry. In addition, this paper demonstrates the connection between social factors and individuals’ expectations for a purchase intention, providing the importance of the government’s role, architecture style, and social infrastructure in the marketing literature of the real estate industry. As a result, managers and governments need to take advantage of new releases of government regulations in time to enhance customers’ positive attitudes toward purchasing tourism real estate. Moreover, social infrastructure and Fengshui conditions are crucial to establishing social norms and perceived control, aiming to leverage the intention to purchase tourism real estate. Thereby, recommendations of marketing strategies based on these findings were suggested to attain the optimal result for sales. Finally, this research also includes some limitations. Hence, suggestions for further research were also provided, such as possible moderation, possible mediating effects, or control of data bias.

People typically purchase residential properties for two reasons: to live in or invest. However, both purposes necessitate careful consideration before deciding because high financial costs are involved, and housing loans are typically considered necessary for this purpose. Customers’ demands are constantly changing, becoming more complicated with higher requirements. The focus of this research is on tourism real estate selection. This market in Vietnam is still new and emerging and has encountered numerous issues regarding government policy, finance, and land authorization for constructing, owning, and managing. Because the form of tourism real estate is still new, customers are hesitant about investing in or buying these properties. Hence, to compete in the current fiercely real estate industry, real estate firms must understand their customers’ expectations by frequently involving customer research in the company’s strategy. However, there is still a lack of research on the connection between these factors and individual expectations in the well-known philosophy of the Theory of Planned Behavior (TPB), leading to behavioral intentions. Therefore, to fulfill the gap in the previous literature, this paper aims to investigate the connection between these factors with core variables of TPB, hence, addressing the current problems in the real estate industry. 471 valid respondents in Vietnam were collected for data analysis through two survey approaches. PLS-SEM was used to test hypotheses due to the relationship complication in the conceptual models. The results show that government policy influences attitudes and perceived behavioral control, whereas social infrastructure affects social norms and perceived behavioral control. Moreover, Fengshui ambient condition also positively influences all three core factors: attitudes, social norms, and perceived behavioral control. Finally, these factors impact on intention to buy tourism real estate. Through results, this paper has developed a purchase intention model through social aspects of the tourism real estate industry. In addition, this paper demonstrates the connection between social factors and individuals’ expectations for a purchase intention, providing the importance of the government’s role, architecture style, and social infrastructure in the marketing literature of the real estate industry. As a result, managers and governments need to take advantage of new releases of government regulations in time to enhance customers’ positive attitudes toward purchasing tourism real estate. Moreover, social infrastructure and Fengshui conditions are crucial to establishing social norms and perceived control, aiming to leverage the intention to purchase tourism real estate. Thereby, recommendations of marketing strategies based on these findings were suggested to attain the optimal result for sales. Finally, this research also includes some limitations. Hence, suggestions for further research were also provided, such as possible moderation, possible mediating effects, or control of data bias.

People typically purchase residential properties for two reasons: to live in or invest. However, both purposes necessitate careful consideration before deciding because high financial costs are involved, and housing loans are typically considered necessary for this purpose. Customers’ demands are constantly changing, becoming more complicated with higher requirements. The focus of this research is on tourism real estate selection. This market in Vietnam is still new and emerging and has encountered numerous issues regarding government policy, finance, and land authorization for constructing, owning, and managing. Because the form of tourism real estate is still new, customers are hesitant about investing in or buying these properties. Hence, to compete in the current fiercely real estate industry, real estate firms must understand their customers’ expectations by frequently involving customer research in the company’s strategy. However, there is still a lack of research on the connection between these factors and individual expectations in the well-known philosophy of the Theory of Planned Behavior (TPB), leading to behavioral intentions. Therefore, to fulfill the gap in the previous literature, this paper aims to investigate the connection between these factors with core variables of TPB, hence, addressing the current problems in the real estate industry. 471 valid respondents in Vietnam were collected for data analysis through two survey approaches. PLS-SEM was used to test hypotheses due to the relationship complication in the conceptual models. The results show that government policy influences attitudes and perceived behavioral control, whereas social infrastructure affects social norms and perceived behavioral control. Moreover, Fengshui ambient condition also positively influences all three core factors: attitudes, social norms, and perceived behavioral control. Finally, these factors impact on intention to buy tourism real estate. Through results, this paper has developed a purchase intention model through social aspects of the tourism real estate industry. In addition, this paper demonstrates the connection between social factors and individuals’ expectations for a purchase intention, providing the importance of the government’s role, architecture style, and social infrastructure in the marketing literature of the real estate industry. As a result, managers and governments need to take advantage of new releases of government regulations in time to enhance customers’ positive attitudes toward purchasing tourism real estate. Moreover, social infrastructure and Fengshui conditions are crucial to establishing social norms and perceived control, aiming to leverage the intention to purchase tourism real estate. Thereby, recommendations of marketing strategies based on these findings were suggested to attain the optimal result for sales. Finally, this research also includes some limitations. Hence, suggestions for further research were also provided, such as possible moderation, possible mediating effects, or control of data bias.

People typically purchase residential properties for two reasons: to live in or invest. However, both purposes necessitate careful consideration before deciding because high financial costs are involved, and housing loans are typically considered necessary for this purpose. Customers’ demands are constantly changing, becoming more complicated with higher requirements. The focus of this research is on tourism real estate selection. This market in Vietnam is still new and emerging and has encountered numerous issues regarding government policy, finance, and land authorization for constructing, owning, and managing. Because the form of tourism real estate is still new, customers are hesitant about investing in or buying these properties. Hence, to compete in the current fiercely real estate industry, real estate firms must understand their customers’ expectations by frequently involving customer research in the company’s strategy. However, there is still a lack of research on the connection between these factors and individual expectations in the well-known philosophy of the Theory of Planned Behavior (TPB), leading to behavioral intentions. Therefore, to fulfill the gap in the previous literature, this paper aims to investigate the connection between these factors with core variables of TPB, hence, addressing the current problems in the real estate industry. 471 valid respondents in Vietnam were collected for data analysis through two survey approaches. PLS-SEM was used to test hypotheses due to the relationship complication in the conceptual models. The results show that government policy influences attitudes and perceived behavioral control, whereas social infrastructure affects social norms and perceived behavioral control. Moreover, Fengshui ambient condition also positively influences all three core factors: attitudes, social norms, and perceived behavioral control. Finally, these factors impact on intention to buy tourism real estate. Through results, this paper has developed a purchase intention model through social aspects of the tourism real estate industry. In addition, this paper demonstrates the connection between social factors and individuals’ expectations for a purchase intention, providing the importance of the government’s role, architecture style, and social infrastructure in the marketing literature of the real estate industry. As a result, managers and governments need to take advantage of new releases of government regulations in time to enhance customers’ positive attitudes toward purchasing tourism real estate. Moreover, social infrastructure and Fengshui conditions are crucial to establishing social norms and perceived control, aiming to leverage the intention to purchase tourism real estate. Thereby, recommendations of marketing strategies based on these findings were suggested to attain the optimal result for sales. Finally, this research also includes some limitations. Hence, suggestions for further research were also provided, such as possible moderation, possible mediating effects, or control of data bias.

베트남 부동산 및 모기지 시장 규모는 2024 년에 4,600 억 달러로 평가되었으며 2032 년까지 2076 억 달러에 달할 것으로 예상되며 2026 년에서 2032 년 사이에 CAGR 11.2%로 증가했습니다.

베트남 부동산 및 모기지 시장 : 정의/개요

부동산은 주택, 상업용 건물 및 산업 현장을 포함한 광범위한 부동산을 포함하는 토지 및 영구 구조 또는 개선을 말합니다. 본질적인 가치를 보유하고 있으며 생활, 일 또는 투자와 같은 다양한 목적으로 사용될 수있는 유형의 자산으로 간주됩니다.

부동산에는 물, 미네랄 및 작물과 같은 토지에서 발견되는 천연 자원도 포함됩니다. 토지에 영구적으로 부착되지 않은 움직일 수있는 품목으로 구성된 개인 재산과 달리 부동산은 부동산과 관련된 법적 권리와 재산을 임대, 판매 또는 개발 능력을 포함 할 수있는 소유권과 관련된 법적 권리를 특징으로합니다.