The impact of tourism in National Branding: An investigation into Vietnam and Hungary tourism marketing strategy

Nguyen Hoang Mai (2023) The impact of tourism in National Branding: An investigation into Vietnam and Hungary tourism marketing strategy. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

This thesis investigates the impactof tourism on national branding by analysing the tourism marketing strategiesof Vietnam and Hungary. The study aims to explore how these two nations utilisetourism to develop their national identities and attract potential tourists,providing a comprehensive understanding of the concept of nation brand. Theresearch is based on a qualitative analysis of relevant documents, officialtravel websites, marketing materials, and interviews with industry experts inboth countries to identify their unique characteristics and tourism-relatedissues. The findings indicate that tourism plays a crucial role in nationalbranding, as both Vietnam and Hungary leverage their cultural heritage, naturallandscapes, and hospitality to promote their countries. The study emphasisesthe importance of a cohesive and consistent marketing strategy in enhancing acountry's national brand, as well as the need for sustainable tourism practicesto ensure long-term success in both environmental and socio-economic aspects.The research offers valuable insights that can aid policymakers and industrystakeholders in developing effective marketing strategies to improve nationalbranding and facilitate sustainable tourism development in each country.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Turizmus Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Turizmus-vendéglátás

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	destination branding, Hungary, marketing, nation branding, tourism, Vietnam
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2023. Aug. 03. 16:23
Utolsó módosítás:	2023. Aug. 03. 16:23

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