1. Student's full name: Phi Ngoc Hoang
2. Gender: Male
3. Date of birth: September 4, 1980
4. Place of birth: Tuyen Quang
5. Decision on student admission No. 2606/2021/QD-XHNV dated November 26, 2021, 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: “Building a tourism destination brand for Na Hang, Tuyen Quang province”
8. Major: Tourism; Code: 8810101.01
9. Scientific supervisor: Dr. Nguyen Thu Thuy - Faculty of Social Sciences and Humanities, Vietnam National University, Hanoi.
10. Summary of the thesis results:
Using qualitative research as the primary method, the author conducted a study on the current state of building and developing the Na Hang tourism destination brand, identifying the factors that create the Na Hang tourism destination brand, and thereby proposing solutions for Na Hang tourism to have the right strategies and directions in the process of forming and developing the local tourism brand.
After conducting a comprehensive review and systematizing the theoretical foundations of destination branding, the author conducted in-depth interviews with state tourism management leaders in Na Hang, Tuyen Quang, tourism lecturers at universities, and leaders of reputable tourism businesses in the locality. Simultaneously, opinions were gathered through phone calls and social media exchanges with several hotel and restaurant owners, homestay owners, and direct interviews with staff working at guesthouses, hotels, and restaurants (sales staff, operations staff, tour guides).
Through data provided on the Vietnam National Administration of Tourism's electronic portal, and by directing interview questions and collecting and analyzing primary and secondary data related to tourism destination branding, the author proposes a two-stage process for building a tourism destination brand based on the general model of brand building and the UNWTO's tourism destination branding process: Stage 1 (including research and evaluation of the conditions for building a tourism destination brand); Stage 2, the author applies Michael Porter's branding process (the content of which defines the brand's goals and mission to determine the tasks of building a tourism brand for the destination in accordance with the overall tourism development orientation of the destination).
The author proposes applying the UNWTO's brand pyramid model to identify core values and tourism brand messaging. The proposed brand building roadmap strategy is based on Michael Porter's process, aiming for a strategic, step-by-step approach to positioning and brand building through marketing and promotion activities. These marketing and promotion activities should be integrated with the tourism destination brand building process to effectively integrate the core brand values into market awareness.
Based on the research findings, the author has proposed suggestions for building a tourism destination brand for Na Hang in Tuyen Quang province. Building a local tourism brand will help overcome the seasonality of tourism activities; simultaneously linking tourism development with the task of preserving and promoting historical and cultural relics, protecting natural landscapes and the environment, ensuring national defense and security; and contributing to the shift in economic structure towards increasing the proportion of the service and tourism sector.
11. Practical applications:
Research on building a local tourism brand for Na Hang district is of significant importance to the planning and development of tourism in the area. It creates a foundation and impetus to promote the development of other production and service industries, and attracts the participation of ethnic minority communities living in the locality.
This document could serve as a reference for tourism managers in Tuyen Quang province in general and Na Hang district in particular, guiding activities to build and develop the local tourism brand of Na Hang. If done well, this will help position the image and brand of Na Hang tourism in the minds of customers, contributing to the sustainable development of tourism in Tuyen Quang province.
12. Future research directions:
Building a tourism destination brand for Tuyen Quang province in the period 2025-2030.
13. Articles related to the thesis: none
INFORMATION ABOUT MASTER'S DEGREE THESIS
1. Student's full name: Phi Ngoc Hoang
2. Gender: Male
3. Date of birth: 04/09/1980
4. Place of birth: Tuy Quang
5. Decision No. 2606/2021/QD-XHNV dated November 26, 2021 of the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.
6. Changes in academic process: None
7. Thesis title: “Tourist destination branding of Na Hang, Tuyen Quang Province”
8. Major: Tourism; Code: 8810101.01
9. Supervisor: PhD. Nguyen Thu Thuy - University of Social Sciences and Humanities, Vietnam National University, Hanoi.
10. Summary of the thesis results:
By the main research method of the thesis is qualitative, the author has conducted a study on the situation of building and developing the Na Hang tourism destination brand, identifying the factors that make up the Na Hang tourism destination brand, thereby offering solutions for Na Hang tourism to get the right strategies and directions in the process of forming and developing local tourism brands.
After conducting an overview study and systematizing the theoretical bases of destination branding, the author conducted an in-depth interview with leaders of state management of tourism in Na Hang - Tuyen Quang, experts teaching about tourism at universities, leaders of businesses operating in the field of tourism with local prestige. At the same time, consult by calling or exchanging via social networks with some restaurant hotel owners, homerstay owners, interviewing directly employees working at motels, hotels, restaurants (sales staff, executives, guides).
Through the data provided on the website of the Vietnam National Administration of Tourism, by directing interview questions as well as collecting and analyzing primary and secondary data related to: Branding tourism destinations. On the basis of applying the general model of tourism destination construction and the tourism destination construction process of UNWTO, the author proposes the destination branding process in two stages: phase 1 (including the steps of researching and evaluating the conditions for tourism destination branding); phase 2, the author applies Michael Porter's branding process (the content of defining brand objectives and mission in order to determine the mission of tourism branding for the destination in accordance with the overall tourism development orientation of the destination.).
The author proposes the option of applying the UNWTO brand pyramid chart model to identify the core values and brand message of tourism.The strategy on the roadmap for branding proposed by the author is based on Michael Porter's process to implement strategic, step by step positioning and branding through international cooperation activities. The strategy on the roadmap for branding proposed by the author is based on Michael Porter's process to implement strategic, step by step positioning and branding through international promoting activities. Promoting activities need to engage in tourism destination branding to bring the core brand values into the perception of the market.
From the research results of the project, the author has made recommendations to build the brand of tourist destination Na Hang of Tuyen Quang province. The construction of local tourism brands will contribute to overcoming the seasonality in tourism activities; At the same time, linking tourism development with the task of preserving and promoting the values of historical and cultural relics, protecting the natural landscape, environment, ensuring national defense and security; contributes to economic restructuring towards increasing the proportion of service-tourism areas.
11. Practical application
Researching and building a local tourism brand in Na Hang district has an important meaning to the planning as well as tourism development for the locality. Creating a basis and driving force for other manufacturing and service industries to develop, attracting the participation of ethnic minority communities living in the locality.
It can be a reference to help Tuyen Quang tourism managers in general and Na Hang in particular, orienting activities to build and develop the local tourism brand Na Hang. If done well, this will help position the image and brand of Na Hang tourism in the minds of customers, contributing to the development of tourism in accordance with the sustainable orientation of Tuyen Quang province.
12. Future research directions:
Building the brand of Tuyen Quang tourism destination in the period of 2025-2030.
13. Articles related to the thesis: none
