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 Universities and Cities: The Role of Vietnam Higher Education Institutions in City branding
Tác giả hoặc Nhóm tác giả: Van-Anh T. Truong
Nơi đăng: 横浜国際社会科学研究 (Yokohama Journal of Social Sciences), ISSN 1346-0242, DOI: 10.18880/00012900; Số: Vol. 24 (Issue 3);Từ->đến trang: 99-113;Năm: 2020
Lĩnh vực: Khoa học; Loại: Bài báo khoa học; Thể loại: Quốc tế
With the internationalization of the knowledge-based economy, universities in Vietnam confront the pressure of stronger cooperation with their host localities. At the same time, cities also need resources from universities to develop sustainably and attract critical stakeholders. Many Vietnam cities have been branding themselves as destinations for investment, tourism, living, but not for education yet. Hence, this study approaches Vietnam universities as the prospect agents for place branding in the context that localities have been struggling with defining proper images to promote. By analyzing secondary data from the top twenty Vietnam universities qualitatively, the research considers the role of universities in Vietnam in city branding at three levels. Although cooperations between universities and cities still are limited, the findings show similar characteristics to the world trend. Notably, Celebrity that comes from universities appears as a new element of city identity. Being the first one in city branding concerning universities role in Vietnam, this research contributes not only in literature but also in practice in place branding. Additionally, it gives some implications for management and further research.
[ truong2020_yjss_universities and cities the role of vietnam higher education institutions in city branding.pdf ]
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