TTLV: The role of integrated marketing communications (IMC) in developing unique tourism products associated with the Hoa Lo Prison historical site.

INFORMATION ABOUT THE MASTER'S THESIS

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 student admission No.: 2279/2022/QD-XHNV dated August 22, 2022, 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: The role of integrated marketing communications (IMC) in developing unique tourism products associated with the Hoa Lo Prison historical site.

8. Major: Tourism; Code: 8810101.01

9. Scientific Advisor: Dr. Trinh Le Anh, Faculty of Social Sciences and Humanities, Vietnam National University, Hanoi

10. Summary of the thesis results:

The research results show that Integrated Marketing Communications (IMC) is a crucial strategy, combining communication tools such as advertising, PR, digital marketing, direct marketing, and storytelling to create a consistent message and build a distinct and attractive image for tourism products. IMC plays a decisive role throughout the product lifecycle (PLC) stages, from product introduction and growth promotion to maintaining the maturity stage and supporting repositioning when the product declines. In particular, at the Hoa Lo Prison historical site, IMC was effectively applied in developing tourism products such as the "Sacred Night" tour, helping to evoke emotions, enhance visitor experience, and increase the site's attractiveness. The study used qualitative methods such as synthesizing theoretical and practical documents, in-depth email interviews with representatives of the management board and communication staff at the site, along with expert interviews to ensure accurate, insightful, and realistic research results..

11. Practical applications

The practical applicability of the research findings at Hoa Lo Prison Relic is demonstrated through the systematic application of an Integrated Marketing Communications (IMC) strategy at each specific stage, based on the Product Life Cycle (PLC) theory of tourism, to reposition and refresh the experience, helping the product maintain its attractiveness and extend its lifespan. Through this, the study provides a theoretical framework and specific solutions to support the Hoa Lo Prison Relic Management Board in improving the effectiveness of communication and tourism product development, contributing to the promotion of cultural and historical values ​​and optimizing economic benefits from heritage tourism.

12. Future research directions

The firstFurther research into the quantitative impact of IMC campaigns on tourism consumer behavior will utilize quantitative methods to measure specific effectiveness through indicators such as brand awareness, satisfaction levels, and tourist loyalty.

MondayThis expands the scope of research on the role of IMC in developing unique tourism products at other historical sites nationwide, facilitating comparison and contrast, and thereby building IMC management models suitable to the characteristics of each region.

TuesdayThis study proposes research on the role of local communities in coordinating the implementation of IMC, aiming to maximize heritage value and sustainably develop unique tourism products at the Hoa Lo Prison historical site and similar destinations.

WednesdayResearching solutions to build a customer data management system (CRM) integrated with the Information Marketing Communications (IMC), thereby increasing the ability to personalize the travel experience and improving communication effectiveness in the long term.

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:

man, 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.

Initially, 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.

Fourth, 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.

through, 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