INFORMATION ABOUT THE MASTER'S THESIS
1. Student's full name: Nguyen Thi Tuyet
2. Gender: Female
3. Date of birth: February 9, 2000
4. Place of birth: Lao Cai
5. Decision to recognize students No. 7353/QD-XHNV, dated December 31, 2024, by the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.
6. Changes in the training process: None
7. Thesis Title: Evaluating the Brand of MICE Tourism Destinations Associated with Heritage in Vietnam
8. Major: Tourism, Code: 8810101
9. Scientific supervisors: Assoc. Prof. Dr. Pham Hong Long, Dr. Trinh Le Anh, Faculty of Tourism Studies, University of Social Sciences and Humanities, Vietnam National University, Hanoi.
10. Summary of the thesis results:
This thesis assesses the brand value of heritage-related MICE tourism destinations in Vietnam from the perspective of MICE tourists, based on the Creative MICE Destination Brand Model (CMDBM) by Kim et al. (2022). The study used 236 valid survey responses in Da Nang, Ha Long, and Ninh Binh. After scale validation, the final model consists of 21 observed variables belonging to 5 factors: Destination Brand, Brand Awareness, Brand Experience, Brand Personality, and Destination Brand Value. The CFA results show that the measurement model meets the criteria for relevance, reliability, convergent validity, and discriminant validity.
The SEM results showed that 7 out of 8 hypotheses were accepted. Brand personality had the strongest direct impact on Destination Brand Value (β = 0.526), followed by Brand Experience (β = 0.310). The model explained 58.1% of the variation in Destination Brand Value. The direct relationship between Brand Awareness and Brand Personality was not statistically significant (β = 0.139; p = 0.104), but an indirect impact existed through Brand Experience.
The One-way ANOVA results did not show a statistically significant difference in the average ratings of the five factors among the three locations. Based on the research results, the thesis proposes strengthening brand positioning, brand awareness, experience quality, and brand personality, while linking MICE tourism activities with cultural values, heritage, cuisine, art, and local products.
11. Practical applications:
The research findings provide a reference basis for state management agencies, destination management organizations, tourism businesses, and event organizers in building and developing the brand value of MICE tourism destinations associated with heritage. The validated model and scale help identify the roles of brand components, especially Brand Experience and Brand Personality.
For destination management agencies and organizations, the results can support the identification of brand positioning based on event organization capacity, accommodation facilities, accessibility, service quality, and local resources, while also standardizing information systems serving MICE tourism.
For businesses, the results provide a basis for designing experiences before, during, and after events, combining professional activities with cultural, culinary, artistic, and heritage experiences, while also implementing promotions in both B2C and B2B directions. The results are initially suitable for Da Nang, Ha Long, and Ninh Binh; application to other destinations needs to be adjusted according to actual conditions.
12. Future research directions:
Given the limitations in survey scope, sampling method, cross-sectional data, and heritage-related approach, further research could develop in the following directions:
Firstly, expand the survey scope to include more MICE tourism destinations linked to heritage sites, increase the sample size, apply probabilistic or stratified sampling methods, and conduct longitudinal research.
Secondly, the research scope should be expanded to include stakeholders such as management agencies, destination management organizations, tourism businesses, event organizers, and local communities.
Third, develop a separate scale for the heritage element and examine its independent, mediating, or moderating role in relation to Brand Experience, Brand Personality, and Destination Brand Value.
Fourth, conduct a multi-group analysis and extend the model with variables such as satisfaction, intention to return, intention to refer, and destination loyalty.
13. Published works related to the thesis:
1. Nguyen Thi Tuyet, Pham Hong Long (2026). Destination branding associated with heritage through bibliographic and content metrics.Journal of Art Education, p. 52–56, ISSN 3030-4837.
2. Nguyen Thi Tuyet & Pham Hong Long (2026). Brand value of MICE tourism destinations associated with heritage in Vietnam: Assessment using a linear structural equation model.Journal of Scientific Research and Development, Chengdu University, 2(1).https://doi.org/10.58902/nckhpt.e-v2i1.387.
INFORMATION ON MASTER'S THESIS
1. Full name: Nguyen Thi Tuyet
2. Sex: Female
3. Date of birth: 09/02/2000
4. Place of birth: Lao Cai
5. Admission decision number: 7353/QD-XHNV, dated December 31, 2024, issued by the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.
6. Changes in academic process: None
7. Official thesis title: Assessing the Destination Brand of Heritage-Based MICE Tourism in Vietnam.
8. Major: Tourism, Code: 8810101
9. Supervisors: Assoc. Prof. Dr. Pham Hong Long and Dr. Trinh Le Anh, Faculty of Tourism Studies, University of Social Sciences and Humanities, Vietnam National University, Hanoi.
10. Summary of the findings of the thesis:
The thesis examines the brand equity of heritage-based MICE tourism destinations in Vietnam from the perspective of MICE tourists, based on the Creative MICE Destination Branding Model (CMDBM) developed by Kim et al. (2022). The study used 236 valid questionnaires collected in Da Nang, Ha Long, and Ninh Binh. Following scale validation, the final model includes 21 observed variables across five constructs: Destination Brand, Destination Brand Awareness, Destination Brand Experience, Destination Brand Personality, and Destination Brand Equity. The CFA results confirm that the measurement model meets the required criteria for model fit, reliability, convergent validity, and discriminant validity.
The SEM results show that 7 out of 8 research hypotheses were supported. Destination Brand Personality had the strongest direct effect on Destination Brand Equity (β = 0.526), followed by Destination Brand Experience (β = 0.310). The model explained 58.1% of the variance in Destination Brand Equity. The direct relationship between Destination Brand Awareness and Destination Brand Personality was not significantly significant (β = 0.139; p = 0.104) however, an indirect effect through Destination Brand Experience was identified.
The One-way ANOVA results showed no significant significant differences in the mean evaluations of the five constructs among the three destinations. Based on these findings, the thesis proposes strengthening brand positioning, brand awareness, experience quality, and destination brand personality, while integrating MICE activities with local cultural, heritage, culinary, artistic, and local product elements.
11. Practical Applicability:
The research findings provide a reference basis for state tourism management agencies, destination management organizations, tourism enterprises, and event-organizing companies in developing and enhancing the brand equity of heritage-based MICE tourism destinations. The validated model and measurement scales help identify the roles of key brand components, particularly Destination Brand Experience and Destination Brand Personality.
For state management agencies and destination management organizations, the findings may support destination brand positioning based on event-organizing capacity, accommodation systems, accessibility, service quality, and local tourism resources, while also contributing to the standardization of information systems serving MICE tourism.
For tourism enterprises, the findings provide a basis for designing tourist experiences before, during, and after events, integrating professional activities with cultural, culinary, artistic, and heritage experiences, and implementing promotional activities through both B2C and B2B approaches. The findings are mainly applicable to Da Nang, Ha Long, and Ninh Binh, their application to other destinations should be adapted to the specific conditions of each locality.
12. Further Research Directions:
Given the related limitations to the survey scope, sampling method, cross-sectional data, and the approach to heritage within the research model, future studies may be developed in the following directions:
First, future research may expand the survey to a wider range of heritage-based MICE tourism destinations, increase the sample size, apply probability or stratified sampling methods, and adopt longitudinal research designs.
Second, future studies may broaden the research scope to include multiple stakeholder groups, such as state management agencies, destination management organizations, tourism enterprises, event-organizing companies, and local communities.
Third, future research may develop a separate measurement scale for the heritage factor and examine its independent, mediating, or moderating effects on Destination Brand Experience, Destination Brand Personality, and Destination Brand Equity.
Fourth, future studies may conduct multi-group analyzes and extend the research model by incorporating outcome variables such as satisfaction, revisit intention, recommendation intention, and destination loyalty.
13. Thesis-related publications:
1. Nguyen Thi Tuyet, Pham Hong Long (2026).Destination branding associated with heritage through bibliometric and content analysis.Journal of Arts Education, pp. 52-56, ISSN 3030-4837.
2. Nguyen Thi Tuyet & Pham Hong Long (2026).Brand equity of MICE tourism destinations associated with heritage in Vietnam: An assessment using Structural Equation Modeling.Journal of Scientific Research and Development, Thanh Do University, 2(1).https://doi.org/10.58902/nckhpt.e-v2i1.387.
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