- International Conference on Marketing in the Connected Age (MICA-2018), October 6 th , 2018 Danang City, Vietnam. - Cultural Tourism and City Branding in a Digital Era: A Search Pattern Analysis of Three Tourist Cities in Central Vietnam. - a b Lecturer, Faculty of Marketing, University of Economics – The University of Danang, 71 Ngu Hanh Son Street, Danang City, Vietnam. - Hence, cultural tourism has a strong relationship with city branding. - Since a city cannot build separate brands for its different stakeholders, city branding aims to tourists who might be investors or residents in the future. - The research sites include tourism region in the middle of Vietnam which are Hue, Danang, and Hoi An. - cultural tourism. - city branding. - This figure is expected increased to 7.5% in 2027 (equivalent to 4,544,000 jobs). - Among 185 countries, Vietnam is ranked as the 38 th country in long-term growth as forecast in the period between 2017 and 2027. - Beside sea-island tourism, MICE tourism, in comprehensive planning in Vietnam tourism development to 2020, the vision to 2030, cultural tourism (heritage tourism included) is one of the most important section since culture places as the flagship of sustainable city development.. - Hence, this study considers cultural tourism as an important element for sustainable city development through city branding. - The objective of the study is exploring search patterns of cultural tourists to understand their attention on city brand images. - what the keywords related to cultural tourism attached to cities are. - Research scope is three places in the central Vietnam – Hue, Danang, Hoi An since this region is a tourism cluster as planned by the government. - Some city branding implications are also proposed for Danang city – the representative of regional tourism in the central Vietnam.. - Digital cities are considered as ‘a set of web pages in the framework of a city/commune’ (d’Udekem-Gevers, 2001). - However, the finding showed that there was a lack of values in the visitor counters because of weak promotion at that time.. - Michalis Kavaratzis (2004) proposes a framework for city image communication in the context of city branding, based on the interaction between internal city and external city. - The internal city can be understood as the city of mind related to society, a way of living, culture (Graham, 2002). - To help tourists in enhancing their experiences on cultural tourism in Italian cities, the ICT platform is applied for customization during Chrismas event (Clarizia, Lemma, Lombardi, &. - The smart city concept as the result of this must be linked with urban cultural tourism. - In the tab ‘Things to do’, culture, art, and entertainment appear in almost activities. - Marketing principles can be adapted for tourist behavior with five stages in the purchase process. - Hence, after needing recognition about cultural tourism in particular places, the sources of information toward cultural tourists are promotional materials, groups of reference, digital channels. - In the middle, hashtags related to Danang focus on travel much more than Hue. - However, social media is one of the digital channel generated by the user. - 2.1 Cultural tourism. - Cultural tourism can be defined as tourism related to cultural facilities, such as “heritage site, historic cities, and art attractions, such as festivals” (Towse, 2010). - According to Smith (2009), cultural tourism is a multi-disciplinary subject in international context related to history, politic, society, geography. - Nowadays, cultural tourism is a diverse tourism term led by culture. - Cultural tourism is viewed as an instrument allowing identity forming of new plural-ethnic/state configuration (Lanfant, 1995. - In addition, cultural tourism is in relation to globalization that is summarized by Appadurai (1990) into five trends including ethnoscapes, technoscapes, finanscapes, mediascapes, and ideoscapes. - Some brands have become cultural tourism icons such as McDonald’s and Disney since globalization has been increasing (Ritzer &. - Authenticity can be divided into three categories:. - In general, cultural tourism can be understood as ‘all movements of a person to specific cultural attractions… outside their normal place of residence’ (Richards, 2005) to satisfy their cultural needs. - Among cultural tourism sectors, arts tourism is more experience-oriented than heritage tourism (Zeppel &. - 2.2 City branding based on cultural tourism. - The interrelationship between cities and tourism is discussed in the work of Ashworth and Page (2011).. - Therefore, city branding must be attached by culture, especially cultural festivals and events which are considered as the major materials of cultural tourism. - The author mentions two sides of city branding through culture and entertainment including place management aspect and influence of tourism since the cultural tourism trend is growing. - Furthermore, to attract the creative class people who look for high-quality experiences, cities should put culture in the heart instead of solely based on physical attractions (Florian, 2002, p. - These creative people can be current or potential visitors of cultural tourism.. - Manuela, Silvia, Annette, and Nigel (2009) define the linkage between cultural attractions in a city with tourism offers in the case of Milan’s brand image. - Therefore, city branding is often attached by destination branding aims to tourists who might be investors or residents in the future. - Hence, city brand needs to be built based on “the sense of place and identity of the local population and societal actors” (Govers, 2011, pp. - That is the reason why nowadays building city brand image based on culture have a strong connection with cultural tourism. - Hence, the relationship between cultural tourism and city branding is enhanced as well. - Festivals and events are the most noticeable attractions of cultural tourism destinations. - Quinn (2005) indicates that festivals growth expresses city branding to use cultural facilities needed to attain competitive advantages in the global market. - A study of Absalyamov (2015) shows that the cultural heritage of a host-region, an important element of cultural tourism, also be positively affected by mega-event in the case of Kazan city, considered as the 3 rd capital of Russia. - Intangible effect of mega-event is proved to change the image of the host destination thus can increase the number of visitors and economic benefits in the future. - After investigating how Vietnam cities brand themselves through digital channels, this study quantifies the trend of using keywords related to cultural tourism in the middle of Vietnam. - Furthermore, search volume and trend of every keyword are displayed in the results. - Then, keywords are grouped into cities and the cultural tourism contents. - The researcher also knows which the most popular content on every subject related to cultural tourism is. - Then, the comparison between cities in the middle region is made regarding keywords quantity, average searches, searching trend growth.. - This number for Hoi An ancient town is increased strongly within a recent year.. - Hoi An . - Source: Authors’ data analysis Table 5 shows a specific searching trend in cultural tourism including museum, festivals and events, iconic building, cuisine, nightlife, leisure, art, park, nature, village, handicraft. - As can be seen, Hoi An attracts attention of cultural tourists by museum with keywords ‘Hoi an museum/museum in hoi an/hoi an museums’(333%) and. - ‘hoi an war museum’ (200. - Keywords ‘event/events’ are attached to Danang much more than Hue and Hoi An. - In addition, the neighborhood is famous with some festivals such as Hue festival 2018, Hoi An lantern festival, Hoi An full moon festival 2018. - Danang is ranked as the first position in searching volume per month, followed by Hoi An and Hue respectively. - Danang is famous with bridges across Han river, the lady buddha statue – the symbol of residents’ spirit. - Heritage tourism also develops in Hoi An ancient town and My Son sanctury which are linked to each other since belonging to Quang Nam province. - Japanese bridge and Hoi An market are considered as symbols of Hoi An toward visitors (search volume 720, trend 83%).. - Categories of cultural tourism keywords. - Hoi An Hoi An museum of history and culture, Hoi An war museum. - Hoi An Hoi An lantern festival, Hoi An full moon festival 2018. - My Son holyland/ruins/sanctuary, Hoi An Japanese bridge, Hoi An market, Hoi An old houses. - Hoi An Night market, ancient town at night. - Hoi An Sport bar. - Hoi An Photo tour, photos, music. - Hoi An 6 40 196 Impression theme park, terracotta park,. - Hoi An Beach, Cam An beach, caves, morning glory, mountain, river,. - Hoi An Silk village, Thanh Ha pottery village Handicraft. - Hoi An Gifts, lantern,. - Source: Authors’ data analysis Hoi An is also successful with cuisine features such as chicken rice, pancake, Cao Lau, leads the searching trend (47.24. - On the contrary, Hoi An is looked for through keywords about the legendary night, food tour by night, more diverse than Danang with general contents such as night market, nightlife (although attaining highest search volume and trend). - Also, visitors can experience culture in Bach Ma national park of Hue, Danang theme park, Danang water park, Hoi An impression theme park, Hoi An terracotta park, Hoi An water park. - Among them, Hoi An owns the best keywords which are appropriate for the town promotion.. - Danang and Hoi An are famous with preferential nature including beaches, river, mountains. - Regarding artificial art, Hoi An is ranked as the first one with keywords related to photography and music. - In relevance with every place, these keywords reflect the reality of cultural features in Danang and Hoi An (Non Nuoc stone carving village, Hoi An silk village, Thanh Ha pottery village, gifts, and lantern).. - In addition, Danang needs to be more active in using search engine optimization (SEO), social-cultural hashtags relevant to the strong keywords as mentioned in the previous section. - The creative class people hence will be attracted, and they can contribute to the sustainable development of the city as well.. - Additionally, a comparative study can be conducted on big cities in Vietnam which are representatives of three regions in the future.. - The Influence of Cultural and Sport Mega-events on Sustainable Development of the City. - Nation-brands of the twenty-first century. - Disjuncture and Difference in the Global Cultural Economy. - Emerging Technologies and Cultural Tourism: Opportunities for a Cultural Urban Tourism Research Agenda. - Tourism in the City : Towards an Integrative Agenda on Urban Tourism (pp. - ‘Culture is the message’: The status of Cultural Capital and its effect on a city's brand equity. - [26] Kavaratzis, M., &. - The development of cultural tourism in Europe.. - Cultural tourism in Europe. - Globetrotters and Brands: Cities in an Emerging Communicative Space Tourism in the City (pp. - Issues in cultural tourism studies.
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