Nostalgia and cultural identity in tourism branding: Engaging Gen Z travelers in Vietnam and Hungary

Hoang Linh Lan (2025) Nostalgia and cultural identity in tourism branding: Engaging Gen Z travelers in Vietnam and Hungary. ['eprint_fieldopt_faculty_mük' not defined].

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Absztrakt (kivonat)

This study examines how nostalgia and cultural identity shape Generation Z’s intention to revisit city destinations, using Hanoi (Vietnam) and Budapest (Hungary) as a comparative case. Through a mixed-methods sequential explanatory design, the research investigates how different forms of nostalgia - lived, everyday nostalgia in Hanoi and cinematic - historical nostalgia in Budapest- interact with cultural cues and perceived brand–self alignment to influence post-visit attitudes.The findings reveal that, although nostalgia enriches emotional engagement, the decisive factor driving revisit intention is the perceived fit between the traveler’s identity and the city’s brand. Nationality also plays a significant role, as visitors interpret nostalgic and cultural cues differently depending on their cultural background.This study contributes to place-branding scholarship by clarifying the distinct types of nostalgia relevant to tourism branding and demonstrating the central role of identity congruity for Gen Z. Practically, it suggests that tourism boards should design branding strategies that enable self-expression and meaning-making while leveraging each city’s unique cultural narratives to build deeper emotional resonance.

Intézmény

Budapesti Gazdasági Egyetem

Kar

['eprint_fieldopt_faculty_mük' not defined]

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	branding, communication, internetmarketing, marketing, online marketing
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2026. Júl. 09. 11:45
Utolsó módosítás:	2026. Júl. 09. 11:45

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