LIST OF IMAGES
Figure 2.1 Organizational chart of the management apparatus of the Ho Dynasty Citadel Heritage Conservation Center 56
Figure 3.1 Logo of Ho Dynasty Citadel 85
INTRODUCTION
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1. Reason for choosing the topic
Tourism is increasingly becoming one of the key service industries, playing an important role in the overall economy of each country. Because of its rapid development, tourism has attracted many countries to participate in tourism development. Tourism not only brings a large source of income to each country's economy, contributes to creating jobs for society, developing infrastructure, ... but is also a lever for peace, international exchange and cooperation, contributing to affirming the position and strength of each country.
In the open and deeply integrated economy that is taking place every day like today, tourism creates many opportunities for cooperation because it is a bridge connecting cultures, economies, politics, etc. together. However, opportunities also contain many challenges. That is, when there is competition in tourism products, competition in prices, human resources, investors, etc., each country, each destination needs its own "brand", which means creating a difference, superiority compared to other destinations. At this time, the problem of "destination brand" will be raised and require all levels, sectors, and localities to coordinate to implement.
With its strengths, Thanh Hoa Ho Dynasty Citadel contains important factors to become a "destination brand" known to many tourists: Honored by UNESCO as one of the World Cultural Heritages in Vietnam (June 27, 2011); has a unique architecture that is still a mystery to all scientists and architects; contains many cultural and historical factors associated with an entire dynasty in history,... In addition, Ho Dynasty Citadel also has the ability to connect with a number of tourist attractions.
intra-provincial tourist attractions such as: Hai Tien/Sam Son/Hai Hoa Beach, Pu Luong National Park, Cam Luong sacred fish stream and inter-provincial tourist attractions such as Ninh Binh, Nghe An... However, in reality, Ho Dynasty Citadel has not yet developed commensurate with its inherent potential.
On the other hand, the destination brand of Ho Dynasty Citadel is still vague to the majority of domestic and foreign tourists. Technical facilities are still rudimentary, tourism services are still small, and tourists do not know much about the tourist destination.
Another important reason is that, through the process of studying documents about Ho Dynasty Citadel, the author realized that there has not been any individual or collective research project on building a brand for the World Heritage Ho Dynasty Citadel. The author hopes that the topic will contribute to diversifying the existing research projects about this heritage site.
Based on the practical reality and urgency of the problem, the author chose the topic: " Building a tourism brand for the World Heritage of Ho Dynasty Citadel in Thanh Hoa " to find a unique image and brand for Ho Dynasty Citadel, contributing to promoting the destination to domestic and foreign tourists.
2. History of research problem
Brand building is a job that requires intelligence, concentration and high investment. With the characteristics of an intangible product, building a tourism brand especially creates many challenges and difficulties for tourism planners and developers. In the history of research on tourism-related issues, how to develop destinations and attract more tourists has become one of the main contents and has been researched by many authors in the country and around the world.
In the process of building and completing the topic, the author has approached and researched a number of related scientific works. Through that, the author has drawn a number of comments and lessons for his research.
In the world
First, the author approached the book "Destination branding: creating the unique destination proposition" by Morgan, N., Pritchard, A. and Pride, R. The book has 11 chapters, divided into 2 main parts. In the first part, the authors focus on clarifying the views on destination branding. From there, the author highlighted the issue with typical examples in practice. In general, the outstanding issues of the book are that the authors have raised the context and challenges in building a destination brand, building a brand associated with national identity, etc. With this book, the author has for the first time approached the theory of branding by foreign scholars, and understood that building a destination brand also means creating unique and distinct features for the destination that needs to be branded.
The second book the author approached is called “Destination Branding: Insights and Practices from Destination Management Organizations” published in 2005. This is considered a good book when the author approaches the issue aimed at Destination Management Organizations (DMOs). Author Carmen Blain pointed out that although the concept of branding has been widely applied to products and services, tourism destination building is a relatively new phenomenon. In particular, destination branding is still unfamiliar to tourism management organizations. Therefore, the book pointed out three issues related to destination building. First, the author attempted to review the conceptual and theoretical foundations of branding in general, conveyed by leading scholars in the field of marketing. From there, the author applied and developed theoretical content on tourism destination branding. Third and most importantly, the author sought to improve the perspective, perception, and understanding of destination branding.
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Nowadays, among destination management organizations. With this book, the author has drawn out a number of issues related to the general theory of branding, destination branding, especially clearly realizing that building a destination brand is not simply about designing and developing a logo for the destination, but also includes many other important factors such as creating the attractiveness of the destination, improving service quality, especially creating outstanding customer perceptions of the destination, ...
Foreign scholars have approached the issue in a relatively multi-dimensional and detailed manner. A typical example is the book “Destination image differences between first-time and return visitors” by Italian author Angelo Giraldi. With a specific study in Rome (Italy), the author focused on studying the similarities and differences in perception between first-time visitors and return visitors to Rome. It can be said that the most important achievement of this study is the analysis and pointing out that the level of awareness and sentiment of surveyed visitors about the destination will be the factors predicting the travel trends of visitors in the future.
Finally, the author approached the issue related to the research topic through the book "Tourism Marketing for Cities and Towns" by author Bonita.
M. Kolb, Ph.D. This is a book focusing on research on issues related to the formation and development of tourism in suburban and provincial areas, which are still lacking and do not have many advantages like central areas. The subject of the author's research is quite far from the provincial center, still wild and lacking, so the author feels that "Tourism Marketing for Cities and Towns" is a very good book and close to the topic.
According to the author's notes, there has not been any research from foreign scholars on the topic of building a tourism brand for the world heritage site of Ho Dynasty Citadel.
Therefore, in addition to accessing research around the world, the author
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The author also sought and studied research from Vietnamese scholars.
In Vietnam
The first research the author chose was “Basic Marketing Textbook” edited by Prof. Dr. Tran Minh Dao and “Marketing in the field of tourism and hotels” published by the General Department of Tourism, etc. In general, these are all books of learning materials and textbooks, so they only stop at the content related to basic knowledge of Marketing, elements of Marketing, establishing and implementing marketing strategies, etc. without going into the content of building destination brands like the topic the author researched.
The book “The Secret to a Strong Brand – Successful International Brands in Vietnam” (Volume 2) delves into the reasons why the world’s leading businesses are successful in doing business in Vietnam – a country with many unique cultural features. Although the book does not mention issues of destination branding, destination branding, etc., this is a book that provides the author with many theories about branding in general.
To better serve the research topic, the author also studied research works such as theses, graduation theses, etc. The most realistic one related to the topic is the graduation thesis " Building and developing the Da Nang tourism brand " by author Dinh Thi Tra Nhi. With this topic, the author has systematized the theoretical basis for building and developing tourism destination brands. By conducting practical research on the work of building and developing destination brands in Da Nang city, the author has analyzed in depth and given objective assessments of the successes and limitations in the process of building a brand for Da Nang. From there, the author has given opinions and solutions to improve the work of building and developing the tourism brand of Da Nang city in the future. Based on the knowledge and information obtained from the thesis, the author has applied appropriate
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integrated into my research topic, especially for the content of destination branding that the thesis has mentioned quite detailed and complete.
The second thesis document the author approached was “Research on tourism development at Ho Dynasty Citadel, Thanh Hoa” by Dao Thanh Xuan. The topic focused on generalizing and clarifying a theoretical issue related to the topic such as the theory of tourist destinations, criteria for evaluating attractive tourist destinations and classifying historical, architectural and archaeological tourist destinations. More importantly, the author had practical experiences and researched documents to be able to analyze the current status of tourism activities at Ho Dynasty Citadel from the time it was recognized as a world cultural heritage until the time of research (2014). From there, the author also made an assessment of the achievements, limitations and causes of the existence of this activity at Ho Dynasty Citadel.
The above are the studies that the author has approached during the implementation of the topic " Building a tourism brand for the world heritage of the Ho Dynasty Citadel in Thanh Hoa ". Through initial research related to the research object and content, the author realizes that this is a new topic, with no previous research. This will simultaneously bring the author both advantages and difficulties. Advantages because the research will contribute to supplementing scientific theories on destination branding; building a brand for a specific destination. However, accessing reference documents will also encounter many difficulties because there are not many topics with the same problem, object and research content.
3. Research objectives and tasks
From the reasons presented above, the author identifies a number of objectives and research tasks to be achieved in the thesis as follows.
Firstly, the topic must point out the strengths and characteristics of the Ho Dynasty Citadel. A destination that wants to have a brand must first have special, unique, even unique features. Therefore, pointing out the
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The highlights of the heritage will help the author get closer to solutions to build a brand for Ho Dynasty Citadel.
Second, the Ho Dynasty Citadel is still using a common image for its heritage promotion and introduction activities. However, this is not really a standard and meaningful way of identifying the destination. Therefore, the author aims to perfect the branding work for the Ho Dynasty Citadel by making proposals related to brand recognition, thereby proposing solutions to perfect the brand identity for the Ho Dynasty Citadel. Third, with the theories and practices acquired through the research process, the topic aims to supplement the theoretical system on branding of a specific destination, in which the Ho Dynasty Citadel is the subject.
mainstream research
4. Research object and scope
The research object of this thesis is the work of building and implementing tourism brands at the World Heritage site of Ho Dynasty Citadel.
Scope of content: Activities to build and implement a destination's tourism brand.
Spatial scope: At Ho Dynasty Citadel tourist site - Thanh Hoa Province.
Time scope: Data and information for this research topic are limited from 2009 to 2013. Solutions until 2020.
5. Research methods
To carry out the set tasks, the following main research methods were used:
Secondary information research method: Information related to the research topic is collected from research and teaching works such as textbooks and articles by domestic and foreign authors. Practical information related to the Ho Dynasty Citadel tourist destination is collected through the statistical yearbook of the Ho Dynasty Citadel Heritage Conservation Center.