Tourism to Viet-Nam has not reached its full potential. The feasibility of attracting more international tourists to Viet-Nam is quite high, particularly from the USA market. However, as of 2003, Vietnamese marketing and tourism studies are neither complete nor comprehensive in the USA market. Therefore, Vietnamese tourism image assessment is necessary and timely. Using an onsite survey, this research focused on understanding the image of Viet-Nam among U.S. tourists in Viet-Nam. Results from 100 tourists indicated that Viet-Nam's image is overall positive. Respondents were mainly seniors, highly educated, and had discrete income to travel. A four-factor solution of image variables revealed that the world heritage sites, atmosphere and attractions, service value, and tourism quality were highly evaluated by tourists. Also, the Vietnamese people, with its dynamic society, represented the holistic image and the world heritage sites were determined as unique attractions. Respondents felt that traveling to Viet-Nam was an exciting experience, and in combination with the friendliness of Vietnamese, reflected the psychological characteristic of Viet-Nam's image. Recommendations for Vietnamese development have been made for environmental issues, price inequality, and research so planners, managers, and marketers from various levels can apply for a more appealing Viet-Nam to the USA market.