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)

<p dir="ltr" style="text-align: left;"></p><p><span lang="EN-GB">This thesis investigates the impact of tourism on national branding by analysing the tourism marketing strategies of Vietnam and Hungary. The study aims to explore how these two nations utilise tourism to develop their national identities and attract potential tourists, providing a comprehensive understanding of the concept of nation brand. The research is based on a qualitative analysis of relevant documents, official travel websites, marketing materials, and interviews with industry experts in both countries to identify their unique characteristics and tourism-related issues. The findings indicate that tourism plays a crucial role in national branding, as both Vietnam and Hungary leverage their cultural heritage, natural landscapes, and hospitality to promote their countries. The study emphasises the importance of a cohesive and consistent marketing strategy in enhancing a country's national brand, as well as the need for sustainable tourism practices to ensure long-term success in both environmental and socio-economic aspects. The research offers valuable insights that can aid policymakers and industry stakeholders in developing effective marketing strategies to improve national branding and facilitate sustainable tourism development in each country.</span></p><br><p></p>

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Turizmus Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Turizmus-vendéglátás

Konzulens(ek)

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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