Tourism businesses in Hoi An and Da Nang are often asked a version of the same question: should we invest in Naver or Google? The answer depends entirely on which tourist market you're trying to reach — and the honest answer for most businesses is: both, but in different ways and for different reasons.
How Korean tourists use Naver to plan Vietnam trips
Korean tourists overwhelmingly use Naver as their primary research and planning platform. Naver holds approximately 60–70% of South Korea's search market. A Korean tourist planning a Hoi An trip will search Naver for itineraries, read Naver Blog posts from previous visitors, check Naver Place for specific restaurants and spas, and make bookings based on what they found on Naver. Google is a secondary tool for this market — used for flight and hotel booking on international OTAs, but rarely for local business discovery in Vietnam.
How other international tourists use Google
Non-Korean international tourists — from Europe, North America, Australia, and most of Asia outside Korea — use Google as their primary discovery tool. They find businesses through Google Maps, read Google reviews, and book directly through website links found in Google Search. For this market, a strong Google Business Profile, well-managed Google reviews and Google Maps optimisation are the primary discovery levers.
Side-by-side: what each platform does well
- Naver strength: long-form blog content that Korean tourists trust deeply — a well-written Naver post drives high-intent visits.
- Google strength: universal reach across all non-Korean international markets and global search intent.
- Naver strength: Naver Blog content remains searchable for months or years — excellent long-term ROI.
- Google strength: review volume from a broader international base — Western and Asian tourists all contribute to Google review counts.
- Naver strength: Naver Place integrates with blog content and maps in a unified Korean-language experience.
- Google strength: Google Maps is pre-installed on Android globally and used by all smartphone users regardless of nationality.
Which platform should tourism businesses prioritise first?
If Korean tourists represent your primary or fastest-growing market, Naver should come first. A Hoi An spa that serves 30% Korean guests and invests nothing in Naver is leaving significant revenue on the table. If your business serves a diverse international mix with no dominant Korean segment, Google Maps and review optimisation often deliver faster returns because of its broader reach. For most businesses in Hoi An and Da Nang, the ideal allocation is: start with Google to establish baseline international visibility, then add Naver to capture the Korean market specifically.
The cost comparison: Naver vs Google
Google Business Profile optimisation is largely effort-driven — photo uploads, review management and profile completeness are free. Paid Google Ads are optional. Naver marketing typically involves fees for Korean blogger coordination and content creation. The recurring cost for maintaining Naver presence through blog reviews is higher than maintaining a Google profile. However, Naver Blog posts generate returns for 12–24 months after publication, whereas Google Ads stop the moment you stop paying. The total cost per booking from Naver Blog content often competes well with paid Google advertising over a 12-month window.
Can you do both at once?
Yes — and for most tourism businesses in Hoi An and Da Nang, running both simultaneously is the goal. The two platforms don't compete for the same budget resources in the same way: Google Maps optimisation is low recurring cost (effort-based), while Naver Blog investment is periodic content investment. A business can maintain an excellent Google Maps presence and run a Naver Blog review programme simultaneously without significant overlap in team time or marketing spend.
Related
FAQ
Do Korean tourists also use Google in Vietnam?
Some Korean tourists use Google Maps for navigation in Vietnam, but for discovery and planning, Naver dominates. Most Korean tourists have already decided where to eat, which spa to visit and which activities to book before they arrive — those decisions were made on Naver.
Is there a risk of over-investing in Naver if the Korean tourist market declines?
Naver Blog content serves a long tail — a post published today may still drive traffic in 2028. If the Korean tourist market changed significantly, the existing content would gradually lose relevance. The risk is lower than it appears because content created for Naver can often be adapted for Korean social media channels like KakaoTalk or Instagram if search behaviour shifts.
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