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 Using Concept Mapping to Explore the Brand Association Network of a Higher Education Destination: The Case of Danang city, Vietnam
Tác giả hoặc Nhóm tác giả: Van-Anh T. Truong, Ngoc B. Vu
Nơi đăng: Proceedings of the International Conference on Business and Finance: Accounting, Business and Management, Ho Chi Minh City Publishing House of Economics; Số: ISBN 978-604-922-764-6;Từ->đến trang: 89-98;Năm: 2019
Lĩnh vực: Kinh tế; Loại: Bài báo khoa học; Thể loại: Quốc tế
Danang, a beautiful coastal city in Central Vietnam that considered as a liveable city and tourism destination is the gathering place of many universities. Even though Danang has been leading Provincial Competitive Index (PCI) continuously since 2013, taking competitive advantages in attracting investors still be the critical issue of the city. One of the salient concerns of businesses is high-quality human resources that can be fulfilled by students in the future. Although being Vietnam’s pioneer in city branding, Danang still needs research that capture the thinking of this particular stakeholder. Hence, this study offers another aspect of Danang image in students’ view. The qualitative methodology – Brand Concept Map technique – is applied to explore the strength and weakness of Danang as a higher education destination. In mind of undergraduates, the brand image of Danang is a network of core associations including a coastal city with natural landscapes, safety, various, healthy cuisine, suitable prices, clean environment, and prestigious university. Additionally, a prestigious city that is hosting many critical events, less traffic jam, ease in finding accommodation, leisure places, many schools, centralized campus, successful partners of the university is non-core impressions. Although non-locals’ consensus map is more complicated than locals, this complexity can be explained by their less dependence on family. The study also gives some implications to overcome the limit on promoting culture and enhance the role of universities. Further researches can conduct similar techniques to the other localities and add some quantitative scale to measure students’ satisfaction.
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