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 Applying the Zaltman Metaphor Elicitation Technique on Understanding Place Image: Danang – the livable city of Vietnam in the minds of students
Tác giả hoặc Nhóm tác giả: Van-Anh T. Truong
Nơi đăng: Journal of Asian Business and Economic Studies, DOI: 10.1108/JABES-02-2019-0013; Số: Vol. 27 (Issue 2);Từ->đến trang: 153-173;Năm: 2019
Lĩnh vực: Kinh tế; Loại: Bài báo khoa học; Thể loại: Quốc tế
Danang – a heritage gateway, a socioeconomic urban of Central Vietnam – has been known as a livable city, a fantastic destination, and a leading position in the Provincial Competitive Index (PCI). Since branding Danang appears to be unfocused, it is suggested that the city follow a strategy to meet the shared expectations of stakeholders instead of trying to create separate images toward different audiences.
Therefore, this study selects the bottom-up approach from the viewpoint of Danang students whose requirement is consistent with those of investors, citizens, and tourists.
The finding represents the initial associations of students about Danang as a livable, friendly, dynamic, modern coastal city of tourism and development with many opportunities, potential, attraction, integration, and hometown feel. These salient images are exceeded from city characteristics, such as natural endowment, leisure places, beautiful scenes, diverse cuisine, peaceful, suitable living environment, orderly traffic, infrastructure, and local people. Besides, crowded caused by development and population growth leads to an unpleasant feeling about narrow spaces but can be overwhelmed by the bustle. Although the result shows the success of Danang in communication, it also figures out the loss of the livable image in local students’ minds.
Hence, Danang must boost the positive effects of tourism development and limit its negative side. University–city cooperation through co-branding strategies can be considered a solution.
The study contributes not only to branding Danang but also to the literature because this is the first complete application of the Zaltman Metaphor Elicitation Technique (ZMET) in city branding.
[ 2019\2019m012d023_21_20_19Truong2019_Applying_ZMET_on_understanding_place_image_Danang_Vietnam_10-1108_JABES-02-2019-0013.pdf ]
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