Cultural Tourism and City Branding in the Connected Age: The Case of Cities in Vietnam

Van-Anh T. Truong

Abstract


ABSTRACT

Cultural attractions can help cities get away from a seasonal pattern of tourism, focus on higher-income visitors. Hence, cultural tourism has a strong relationship with city branding. Given a city cannot build separate brands for its different stakeholders, city branding aims to tourists who might be investors or residents in the future. However, the understanding of the searching trend of online travelers 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 different tourism regions of Vietnam, which are Hanoi, Hue, Danang, Hoi An and Ho Chi Minh. 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 show the dominance of central Vietnam cities as a tourism cluster. The study suggests implications for Danang city to use new technologies for city brand communication more effectively.

Keywords: Culture; cultural tourism; city branding; city image; digital communication

ABSTRAK

Tarikan budaya dapat membantu bandar menjauh dari corak pelancongan bermusim, memberi tumpuan kepada pengunjung berpendapatan tinggi. Oleh itu, pelancongan budaya mempunyai hubungan yang kuat dengan penjenamaan bandar. Oleh kerana sebuah bandar tidak dapat membina jenama yang terpisah untuk pemangku kepentingannya yang berbeza, penjenamaan bandar mensasarkan pelancong yang mungkin menjadi pelabur atau penduduk di masa hadapan. Walau bagaimanapun, pemahaman mengenai tren carian pelancong dalam talian masih terbatas. Kajian ini menyelidiki corak carian pelancongan dan jumlah kata kunci yang berkaitan dengan maklumat budaya melalui enjin carian dan media sosial. Laman penyelidikan merangkumi pelbagai kawasan pelancongan di Vietnam iaitu Hanoi, Hue, Danang, Hoi An dan Ho Chi Minh. Contoh-contoh bandar kreatif yang berjaya di seluruh dunia ditinjau untuk komunikasi berasaskan platform teknologi dalam tiga tahap yang berbeza: utama, menengah dan tinggi. Hasil kajian menunjukkan dominasi bandar-bandar Vietnam tengah sebagai kluster pelancongan. Kajian ini mencadangkan agar bandar-bandar Danang menggunakan teknologi baru untuk komunikasi jenama bandar yang lebih berkesan.

Kata kunci: Budaya; pelancongan budaya; penjenamaan bandar; imej bandar; komunikasi digital


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