Abstract
Understanding the importance of touristic attributes in contributing to attractiveness of a tourism destination is always a search not only by tourism managers and practitioners, but also by research scholars. Using a structured questionnaire survey with 418 respondents in 3 provinces of Central region, Vietnam, this study examines the use of the contextual approach for measuring tourism destinaton attractiveness by incorporating three different types of vacation experience in the specific context of immature tourism destinations. The study found that different attributes of tourism destination can be perceived and evaluated differently depending on the context in which the judgment is made. The relevant methodological and managerial implications are discussed for further research and development in tourism destination management.