TTLV: The role of integrated marketing communications (IMC) in developing specific tourism products associated with Hoa Lo Prison relic

MASTER'S THESIS INFORMATION

1. Student's full name: Nguyen Van Dat 2. Gender: Male

3. Date of birth: December 20, 1993

4. Place of birth: Hanoi

5. Decision on recognition of students No. 2279/2022/QD-XHNV dated August 22, 2022 President of the University of Social Sciences and Humanities, Vietnam National University, Hanoi

6. Changes in training process: No

7. Thesis topic: The role of integrated marketing communications (IMC) in developing specific tourism products associated with Hoa Lo Prison relic.

8. Major: Tourism; Code: 8810101.01

9. Scientific advisor: Dr. Trinh Le Anh, University of Social Sciences and Humanities, VNU

10. Summary of thesis results:

The research results show that Integrated Marketing Communications (IMC) is an important strategy, combining communication tools such as advertising, PR, digital marketing, direct marketing and storytelling to create a consistent message, build a clear and attractive image of a specific tourism product. IMC plays a decisive role throughout the product life cycle (PLC) stages, from introducing the product, promoting growth, maintaining the maturity stage to supporting repositioning when the product declines. In particular, at Hoa Lo Prison Relic, IMC is effectively applied in developing tourism products such as the "Sacred Night" tour, helping to evoke emotions, enhance visitor experience and increase the attractiveness of the relic. The study uses qualitative methods such as synthesizing theoretical and practical documents, in-depth interviews via email with representatives of the Management Board and communication staff at the relic, along with expert interviews to ensure the research results are accurate, profound and close to reality..

11. Practical application

The practical applicability of the research results at Hoa Lo Prison Relic is demonstrated through the systematic application of Integrated Marketing Communications (IMC) strategy to each specific stage according to the tourism product life cycle (PLC) theory to reposition and renew the experience, helping the product continue to maintain its appeal and prolong its life cycle. Thereby, this study provides a theoretical framework and specific solutions, supporting the Hoa Lo Prison Relic Management Board to improve the effectiveness of communication development and tourism products, contributing to promoting cultural and historical values ​​and optimizing economic benefits from heritage tourism.

12. Further research directions

The first, further research on the quantitative impact of IMC campaigns on tourism consumer behavior, using quantitative methods to measure specific effectiveness through indicators of brand awareness, satisfaction and loyalty of tourists.

Monday, expanding the scope of research on the role of IMC in developing specific tourism products at other historical sites nationwide, creating conditions for comparison and contrast, thereby building IMC management models suitable to the characteristics of each region.

Tuesday, proposes research on the role of local communities in coordinating the implementation of IMC, in order to maximize heritage values ​​and sustainably develop unique tourism products at Hoa Lo Prison Relic and similar destinations.

Wednesday, researching solutions to build a customer data system (CRM) integrated with IMC, thereby increasing the ability to personalize travel experiences and improve long-term communication effectiveness.

13. The published works related to the thesis:Are not

INFORMATION ON MASTER'S THESIS

1. Full name: Nguyen Van Dat 2. Sex: Male

3. Date of birth: December 20, 1993

4. Place of birth: Hanoi

5. Student recognition decision No. 2279/QD-XHNV dated August 22, 2022 Principal of University of Social Sciences and Humanities, Hanoi National University

6. Changes in the training process: None

7. Thesis title: The Role of Integrated Marketing Communications (IMC) in Developing Specific Tourism Products Associated with Hoa Lo Prison Relic.

8. Major: Tourism Code: 8810101.01

9. Scientific supervisor: Dr. Trinh Le Anh, University of Social Sciences and Humanities, VNU

10. Summary of the results of the thesis:

The research findings indicate that Integrated Marketing Communications (IMC) is an essential strategy that combines various communication tools such as advertising, public relations (PR), digital marketing, direct marketing, and storytelling to deliver a consistent message and build a clear, attractive image for specific tourism products. IMC plays a crucial role throughout all stages of the Product Life Cycle (PLC), from product introduction and growth promotion to maintaining maturity and supporting repositioning efforts during product decline. Particularly at Hoa Lo Prison Relic, IMC has been effectively implemented in developing specific tourism products, notably the "Sacred Night" tour, enhancing emotional engagement, improving visitor experiences, and increasing the site's attractiveness. The research employed qualitative methodologies, including literature review, in-depth email interviews with representatives from the Relic Management Board and communication staff, and expert interviews, to ensure that the findings are accurate, insightful, and closely aligned with practical realities.

11. Practical applicability

The practical applicability of the research findings at Hoa Lo Prison Relic is demonstrated through the systematic implementation of the Integrated Marketing Communications (IMC) strategy at each specific stage of the Product Life Cycle (PLC). This approach helps reposition and refresh visitor experiences, thereby maintaining product attractiveness and extending its lifecycle. Consequently, the study provides a theoretical framework and practical solutions to support the Hoa Lo Prison Relic Management Board in enhancing communication effectiveness and tourism product development, contributing to the promotion of cultural-historical values ​​and optimization of economic benefits derived from heritage tourism.

12. Future research directions:

Firstly, further research could quantitatively assess the impacts of IMC campaigns on tourist consumer behavior by employing quantitative methods to measure specific effectiveness through indicators such as brand awareness, visitor satisfaction, and visitor loyalty.

Secondly, future studies might broaden the scope of research regarding the role of IMC in developing specific tourism products at other historical sites nationally. This would facilitate comparisons and allow for the creation of IMC management models tailored to regional characteristics.

Third, it is suggested that future research investigate the role of local communities in coordinated IMC implementation, aiming to maximize heritage values ​​and sustainably develop specific tourism products at Hoa Lo Prison Relic and similar destinations.

Finally, further investigation into developing customer relationship management (CRM) systems integrated with IMC strategies is recommended, aiming to enhance personalized tourism experiences and improve communication effectiveness in the long term

13. Thesis-related publications: No