Local tourism promotion media on e-newspapers in the Mekong Delta region

capabilities, strengths, relying on tourism to promote the development of other industries and fields. In order to achieve the goal of tourism development, the Politburo has also proposed 8 tasks and solutions for implementation. In particular, the task of media agencies and the press is to promote the role and create breakthroughs in promoting and advertising the domestic tourism market, while raising public awareness of the role and position of the tourism industry.

Developing tourism into a spearhead economic sector is an important strategic orientation for national development. Over the past time, the Mekong Delta press has always accompanied and closely followed the policies of its locality to propagate and disseminate to the public, being the voice of the Party Committee and the government, and at the same time being a forum for the people in social criticism. The press has made an important contribution in propagating policies and timely information on local tourism activities, while also introducing and promoting local tourist routes, being one of the reliable channels of information and tourism promotion.

In the context of scientific and technological development, press agencies in the Mekong Delta region have constantly innovated to meet the information needs of the public. Along with printed newspapers, which are traditional forms of journalism, local press agencies in the Mekong Delta have invested in and developed electronic newspapers. With the strength of electronic newspapers being fast information, easy to share on mobile devices, diverse and attractive communication languages, local press has achieved certain effectiveness in tourism promotion communication, contributing to attracting the attention of tourists to local tourism, which is one of the factors contributing to promoting tourism development.

Local tourism promotion on electronic newspapers has made an important contribution to the development of local tourism in particular and tourism in general.

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Vietnam in general. However, to achieve the political goals and tasks set by the Central Government, each locality in the Mekong Delta and especially the local press in the Mekong Delta need to have a specific assessment of the effectiveness of communication work in the past time in the tourism sector to propose practical solutions, contributing to better implementation in the coming time.

Therefore, from the above theories and practices, students develop the topic "Communication and promotion of local tourism on electronic newspapers in the Mekong Delta region " to assess the current status of communication and promotion of local tourism on electronic newspapers in the Mekong Delta region. Through analysis and comparison of the practices of some specific electronic newspapers in the Mekong Delta to identify limitations, shortcomings and propose appropriate solutions for change.

2. Research situation

In recent times, research on tourism development has always received the attention of academics. In particular, in terms of studying tourism promotion communication, there have been many scientific documents with many levels of research: books, scientific articles, theses, etc. Some theses that are close to the topic of tourism promotion communication can be analyzed as follows:

The Master's thesis in Journalism "The press and the issue of promoting the development of Vietnam's tourism in the integration period" by author Nguyen Thi Thai Ha (2007) focuses on clarifying the role of the press in tourism. According to the author, for tourism, the press plays a role as the main channel providing information on the tourism market and information on domestic tourism activities. The thesis researches on a wide scope when referring to the subject of Vietnam's tourism in general. At the same time, the thesis also chooses to survey specific printed newspapers and magazines such as: Vietnam Tourism Magazine and its supplements, Tourism newspapers, articles written on tourism topics in magazines

Heritage and Tuoi Tre newspapers are press agencies that have contributed a lot to the propaganda, promotion and development of Vietnam tourism. However, the thesis has not mentioned the type of electronic newspaper or analyzed the potential of electronic newspapers for tourism promotion communication.

The Master's thesis in Journalism "Promoting Ninh Binh tourism from the perspective of local and central newspapers" by author Nguyen Thi Ly (2017) identifies the research object as promoting tourism of a specific locality, Ninh Binh province, from the perspective of local newspapers (including Ninh Binh newspaper, Ninh Binh electronic newspaper) and central newspapers (including printed and electronic newspapers Vietnam Tourism, Vnexpress electronic newspaper, and Vietnam News Agency's Tin Tuc electronic newspaper). Through analyzing the content of these newspapers, the thesis assesses the current situation and proposes appropriate solutions to improve the quality of Ninh Binh tourism promotion. The success of the thesis is to analyze the strengths and weaknesses of the newspapers, compare the way Ninh Binh tourism is promoted in central and local newspapers of Ninh Binh with each specific aspect in the content of tourism articles in newspapers, and state the criteria for evaluating tourism articles in printed and electronic newspapers. The author proves his thesis with a convincing system of statistical tables.

The Master's thesis in public relations "Promoting Vietnam's image through event organization activities of Vietnam Airlines (Survey 2014 - 2015)" by Thai Binh Duong (2016) focuses on the factor of promoting the country's image through specific activities of a unit, Vietnam's national airline. The thesis compares with the country's image promotion activities of some other airlines in the world, evaluating the effectiveness of communication and promoting the country's image of Vietnam.

Airlines, offers solutions to diversify forms, expand scale, target audience, and create deeper and more impressive content.

In addition, there are also many documents in the form of books and scientific articles researching tourism and tourism economics, tourism marketing such as: Tourism marketing textbook (Dr. Ha Nam Khanh Giao, 2011), Strategy and tactics of tourism marketing promotion (MBA Nguyen Van Dung, 2009)... mentioning a lot about the role of advertising and promotion in the tourism economy.

Through research, for the level of journalism master's thesis research in the past 10 years, there have not been many studies on tourism in the Mekong Delta region. In terms of tourism promotion communication in the Mekong Delta region, it is also a new topic, there is no similar topic. The thesis "Local tourism promotion communication on electronic newspapers in the Mekong Delta region" after completion has inherited the theoretical basis, academic viewpoints and concepts on tourism promotion communication and electronic newspapers. The novelty of the thesis is shown through the research of a topical issue - tourism promotion communication in a narrow, specific scope (determined in specific localities in the Mekong Delta region and only surveyed on electronic newspapers) with the time starting from June 1, 2018 to June 30, 2019 (397 days).

3. Research purpose

The purpose of the thesis is to evaluate the quality of the local tourism promotion communication process on electronic newspapers in the Mekong Delta region. Thereby, proposing solutions to improve the quality of tourism promotion communication on electronic newspapers in the Mekong Delta region, contributing to the implementation of Resolution No.

08/NQ-TW of the Politburo on developing tourism into a spearhead economic sector.

4. Research objects and scope

- Research object: The object that the topic focuses on is local tourism promotion communication activities on electronic newspapers of provinces and cities in the Mekong Delta region, specifically Dong Khoi Online, Can Tho Online and Dong Thap Online.

- Scope of research: Research time: The time determined to collect research information is from June 1, 2018 to June 30, 2019 (397 days). The research space is determined in 3 provinces and cities: Can Tho City, Ben Tre Province and Dong Thap.

5. Research method:

The thesis uses dialectical materialism and historical materialism as the methodology. The thesis applies the methodology to clarify the theories of press, tourism promotion communication, tourism development policies of Vietnam and 3 provinces with surveyed electronic newspapers: Ben Tre (Dong Khoi Online), Can Tho City (Can Tho Online), Dong Thap (Dong Thap Online).

For the instrumental method to achieve the above research objectives, the thesis uses the content analysis method, document research method, statistical table creation, and ratio chart construction to analyze the content and form of tourism articles on surveyed electronic newspapers. To survey the level of reception of local tourism promotion information on electronic newspapers to the public of 3 electronic newspapers: Can Tho Online, Dong

Khoi Online, Dong Thap Online, thesis uses the method of interviewing public groups.

The thesis also applies the in-depth interview method to record the opinions of representatives of the above-mentioned press agencies and a number of reporters in charge of tourism in implementing communication and tourism promotion on electronic newspapers and representatives of agencies performing state management tasks on tourism and tourism promotion.

6. Theoretical and practical significance of the topic

The topic "Communication and promotion of local tourism on electronic newspapers in the Mekong Delta region" after completion will bring certain theoretical and practical values.

Firstly, the topic will be a synthesis of specialized theories on the fields of tourism promotion communication, which clearly mentions the policies and strategies for tourism development of 3 localities: Can Tho City, Ben Tre, Dong Thap in the general picture of tourism in the Mekong Delta. The thesis will be a useful reference for those who need to learn about communication in the Mekong Delta region through specific references to a specific field of tourism, with a specific audience of electronic newspapers.

Second, the thesis will contribute to assessing the current situation of local tourism promotion communication through electronic newspapers of local press agencies. The assessment of the current situation with strengths, weaknesses, opportunities and challenges will be a useful source of information to propose appropriate solutions, contributing to increasing the effectiveness of communication to promote tourism, developing tourism in the right direction of provinces, cities and the central government.

Third, the thesis will contribute to creating a basis for analyzing and evaluating the economic efficiency of information on local electronic newspapers, contributing to improving the advertising attraction efficiency of newspapers in the Mekong Delta region in the context of a socialist-oriented market economy, facing information competition from other types of newspapers and social networks.

7. Thesis layout:

Except for the introduction, table of contents, tables, references, the thesis is organized into 3 chapters:

Chapter 1: Theory of tourism promotion communication and the role of the press in tourism promotion

Chapter 2: Current status of local tourism promotion communication on electronic newspapers in the Mekong Delta region.

Chapter 3: Some solutions to improve the effectiveness of tourism promotion communication on electronic newspapers in the Mekong Delta region.

Chapter 1: THEORY OF TOURISM PROMOTION COMMUNICATION AND THE ROLE OF THE PRESS IN TOURISM PROMOTION

1.1. Theoretical basis of communication and promotional communication

1.1.1. Communication:

According to documents and textbooks on journalism and communication theory, the English term "communication" is "communication" derived from the Latin word "commune" meaning "common", "community". Communication is the content, method, and means to achieve mutual understanding between individuals or individuals with the social community. Thanks to communication, people naturally become social people. From many analyses, the concept of the term "communication" can be defined as the process of continuously exchanging information, ideas, feelings..., sharing skills and experiences between two or more people to enhance mutual understanding, change perceptions, and adjust behaviors and attitudes to suit the development needs of individuals/groups/communities/society. [7, p.13].

There are points to note when analyzing the term “communication”, which are: communication is a “ process of continuous information exchange ” between at least two individuals, communication aims to “ create mutual understanding, change perceptions and adjust behavior” , this emphasizes the purpose as well as the effectiveness of the communication process. These are important factors so that when researching issues in the field of communication, researchers have a more comprehensive perspective.

The basic elements of the communication process include: source, message, channel, receiver. A specific analysis of these elements is as follows:

- Source: is the first element of communication, can be an individual or organization that releases information, starting the communication process.