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 The Role of Experiential Education in City Branding: The Field Trip in Son Tra mountain, Danang
Tác giả hoặc Nhóm tác giả: Van-Anh T. Truong, Trang T. Le
Nơi đăng: Proceedings of The 2nd Asia Conference on Business and Economic Studies; Số: ISBN 978-604-922-768-4;Từ->đến trang: 19;Năm: 2019
Lĩnh vực: Giáo dục; Loại: Báo cáo; Thể loại: Quốc tế
Danang, the city branding pioneer of Vietnam, has been promoting itself as the fantastic liveable city, aiming many target audiences. To differentiate from the other localities, Danang needs to explore which features are its distinction instead of reproducing any town. Since one of the city advantages is natural endowments, this study considers the impacts of the nature-based experiential education program on city image and identity formation by unstructured texting and photos analysis. The findings show the positive influence of experiential learning on city image in Danang students’ mind. The diversity and harmony of people and nature, modern and wilderness are perceived as the city identity. The diverse flora and fauna of Son Tra that students learn through the field trip are proved as an important part of this identity. Besides, educational experiences are helpful to community consciousness formation, emotional connection to the place, personal development that can lead to an attractive city toward authentic stakeholders, an essential element of sustainable development. Some implications related to experiential education replication, nature conservation, and communicating through youngsters are proposed. This study is the first research on the role of experiential education in city branding; therefore, places the basis for further research, not limited in the nature-based settlement.
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