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 Cultural Tourism and City Branding in a Digital Era: A Search Pattern Analysis of Three Tourist Cities in Central Vietnam
Tác giả hoặc Nhóm tác giả: Trương Thị Vân Anh, Phạm Thị Lan Hương
Nơi đăng: International Conference, Marketing in the Connected Age MICA, Đà Nẵng, ISBN: 978-604-84-1836-6; Số: 2;Từ->đến trang: 173-185;Năm: 2018
Lĩnh vực: Kinh tế; Loại: Báo cáo; Thể loại: Quốc tế
TÓM TẮT
Cities around the world brand themselves to build their images as memorable places in which culture is considered as an important element for the sustainable development. Cultural attractions can help cities get away from a seasonal pattern of tourism, focus on higher income inhabitants. Hence, cultural tourism has a
strong relationship with city branding. Since a city cannot build separate brands for its different stakeholders, city branding aims to tourists who might be investors or residents in the future. In Vietnam, although some culture-led cities have been adopting various strategies, the understanding of searching trend of online
travellers is still limited. This study investigates tourism searching patterns and keywords volume related to cultural information through search engines and social media. The research sites include tourism region in the middle of Vietnam which are Hue, Danang, and Hoi An. Successful examples of creative cities all over the
world are reviewed for technological platform-based communication in three different levels: primary, secondary, and tertiary. The findings suggest implications for Danang city to use new technologies for city brand communication more effectively.
ABSTRACT
Cities around the world brand themselves to build their images as memorable places in which culture is considered as an important element for the sustainable development. Cultural attractions can help cities get away from a seasonal pattern of tourism, focus on higher income inhabitants. Hence, cultural tourism has a
strong relationship with city branding. Since a city cannot build separate brands for its different stakeholders, city branding aims to tourists who might be investors or residents in the future. In Vietnam, although some culture-led cities have been adopting various strategies, the understanding of searching trend of online
travellers is still limited. This study investigates tourism searching patterns and keywords volume related to cultural information through search engines and social media. The research sites include tourism region in the middle of Vietnam which are Hue, Danang, and Hoi An. Successful examples of creative cities all over the
world are reviewed for technological platform-based communication in three different levels: primary, secondary, and tertiary. The findings suggest implications for Danang city to use new technologies for city brand communication more effectively.
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