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MASTER THESIS
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Digital strategy for improving the image of Vietnam as a tourism destination among international tourists. Case study: the Vietnam national administration of tourism

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Nguyen Minh, Tuan ULiège
Promotor(s) : Gruslin, Claire ULiège
Date of defense : 6-Sep-2016/12-Sep-2016 • Permalink : http://hdl.handle.net/2268.2/1911
Details
Title : Digital strategy for improving the image of Vietnam as a tourism destination among international tourists. Case study: the Vietnam national administration of tourism
Author : Nguyen Minh, Tuan ULiège
Date of defense  : 6-Sep-2016/12-Sep-2016
Advisor(s) : Gruslin, Claire ULiège
Committee's member(s) : Tondeur, Jean ULiège
Hubin, Madeleine-Marie ULiège
Language : English
Number of pages : 70
Keywords : [en] digital strategies
[en] tourism marketing
[en] ICT
[en] DMO
[en] vietnam tourism
[en] tourism destination image
Discipline(s) : Business & economic sciences > Marketing
Target public : Researchers
Student
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège

Abstract

[en] The emergency of ICT innovations and digital technologies enable tourists to look for destinations worldwide at ease, facilitating improve the destination images and attract numerous tourists to experience tourist service and products in many countries. Replaced traditional approaches to reaching the global markets, the adoption of new technologies has provided alternatively cost-efficient and effective solutions to tourism businesses, management and marketing as well as entire tourism industry as a whole. Therefore, it is empirically stated that digital technologies are considered as a crucial part of the contemporary tourism business.
However, the proliferation of digital technologies leads to challenges for tailoring needs and travel behaviors of tourists because consumers are more customized and demanding. To understand this landscape specifically, Vietnam National Administration of Tourism (called the VNAT), a governmental department in Vietnam with its aims at promoting Vietnam’s tourism, improving the country image and increasing the number of visitors, which is chosen to prove the empirical study about these fields. The thesis attempts to identify how effective the VNAT uses digital strategies to improve the image of Vietnam as a tourism destination and analyze how the VNAT influences on travel decision of international tourists to Vietnam based on their awareness of and interaction with the VNAT’s digital strategies


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  • Nguyen Minh, Tuan ULiège Université de Liège > Master sc. gest.

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