Cultural tourism and city branding in a digital era: A search pattern analysis of three tourist cities in central Vietnam
Van-Anh T. Truong, Huong T. L. Pham/ MICA 2018 Proceedings
International Conference on Marketing in the Connected Age (MICA-2018), October 6th, 2018
Danang City, Vietnam
Cultural Tourism and City Branding in a Digital Era: A
Search Pattern Analysis of Three Tourist Cities in Central
Vietnam
Van-Anh T. Truonga*, Huong T. L. Phamb
aPhD Student, Yokohama National University, Japan
a bLecturer, Faculty of Marketing, University of Economics – The University of Danang, 71 Ngu Hanh Son Street, Danang City, Vietnam
A B S T R A C T
Cities around the world brand themselves to build their images as memorable places in which culture is
considered as an important element for the sustainable development. Cultural attractions can help cities get
away from a seasonal pattern of tourism, focus on higher income inhabitants. 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. In Vietnam, although some
culture-led cities have been adopting various strategies, the understanding of searching trend of online
travellers is still limited. This study investigates tourism searching patterns and keywords volume related to
cultural information through search engines and social media. The research sites include tourism region in the
middle of Vietnam which are Hue, Danang, and Hoi An. Successful examples of creative cities all over the
world are reviewed for technological platform-based communication in three different levels: primary,
secondary, and tertiary. The findings suggest implications for Danang city to use new technologies for city
brand communication more effectively.
Keywords: Culture; cultural tourism; city branding; city image; digital communication
According to Turner and Freiermuth (2017), travel and tourism have an important role in economic
development of cities/countries. In Vietnam, the direct contribution to GDP is 9.3 bn USD (4.6% of total GDP,
38th in world ranking) in 2016, and forecast to rise by 6% pa from 2017-2027. The employment total
contribution of Travel and Tourism is 7.3% of total employment (4,003,000 jobs, including indirectly supported
jobs). This figure is expected increased to 7.5% in 2027 (equivalent to 4,544,000 jobs). Among 185 countries,
Vietnam is ranked as the 38th country in long-term growth as forecast in the period between 2017 and 2027. The
visitor exports generate 51.9% of direct GDP contribution as compared to 48.1% for domestic travel spending.
Foreign visitor spending is estimated to grow by 6.4% pa to 368,679 bn VND in 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. Thence, cities can position themselves more properly. The study explores
* Corresponding author. E-mail address: vananhtt@due.edu.vn
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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. Keywords
analysis method is adapted by using Keywordtool.io. This is a new approach in city branding research not only
for scholars but also practioners. Some city branding implications are also proposed for Danang city – the
representative of regional tourism in the central Vietnam.
1. Research context
1.1 Culture-led cities in a digital era all over the world
Digital cities are considered as ‘a set of web pages in the framework of a city/commune’ (d’Udekem-Gevers,
2001). When researching Belgian digital cities, d’Udekem-Gevers (2001) analyses city/commune websites in
terms of context, technical modes of functioning, information, and communication. More briefly, the framework
and the real content of the sites are objects to analyse. 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 external city can be understood as
identification of a city which is helpful in distinguishing one city to another city. The internal city can be
understood as the city of mind related to society, a way of living, culture (Graham, 2002). Michalis Kavaratzis
(2004) divides image communication into three types: primary, secondary, and tertiary. The primary one reflects
city actions’ communication regardings to landscape strategies, infrastructure projects, organisational and
administrative structure, behaviours. Secondary communication refers to promotional practices such as
advertising, symbol usage of a city. Tertiary communication expresses word of mouth communication which is
similar to UGC (User Generated Content) messages. Besides, Green, Lim, Seo, and Sung (2010) give notes that
the event’s negative pre-event media can have negative influences on the host destination. The authors suppose
that organic destination image which usually comes from popular sources and culture can be extremely changed
in a short period. Also, the induced image of destination is emphasized by the authors in relevant to the role of
pre-event media.
According to Fernández-Cavia and Huertas-Roig (2010), the World Wide Web today is the main tool for city
brand communication. The authors classify city brands into three categories: graphic, functional conceptional,
and emotional conceptional. The latter two types are equivalent to cognitive dimension and affective dimension
of destination brand image. However, in cases of cities analyzed, the official cities’ web sites are often limited in
terms of interaction between users, lead to lack of city brand communication. Instead of the emotional aspects,
the functional aspects often are centred when cities position themselves. Furthermore, there is a tendency of
building more than one brand per city shown in some cases such as Barcelona (adventurous, friendly, diverse,
cosmopolitan, innovative), Edinburgh (friendly, imaginative, diverse, innovative), Amsterdam (creative, diverse,
cosmopolitan, innovative), Toronto (creative, imaginative, innovative). The 40 chosen tourist cities are
considered based on the usability, the interactivity, and the treatments of city brands through official city web
sites. The results show that Hong Kong is the 1st ranked city regarding usability, the 2nd destination in inactivity,
and the 2nd in city brands treatment on the website. Additionally, almost tourist cities still focus on consumer-
message interactivity, especially interactive travel organizers. Consumer-marketer interactivity and consumer-
consumer interactivity are still limited. Amsterdam, the city with the highest position in terms of city brands
treatment, emphasizes in on both functional and emotional brand and investigates much more in graphic and
visual aspects.
As argued by Govers (2011), place branding is similar to corporate branding which also is affected by
popular media. Social media can create a social network in which residents and visitors interact with each other
and enhance the brand of a city. Among many digital channels, social media is the more efficient mean of
communication toward city governments, lesser budget, wider spread and much easier to show presence (Sevin,
2017). However, the author concerns about the different platforms employment since tourism-related
information often be shared through generic sharing websites (Facebook, Twitter, Instagram) and tourism-
specific websites (TripAdvisor, Booking.com). The former type might affect travel decisions because of the
frequency of visit even without travel plan. However, the most important role is a habit of electric users, not
technology solely. Considering technology as supplementary, the trend of creating material space supported by
online art museum – an attraction of cultural visitors – is discussed by Herzog (2010, pp. 25, 26). The digital city
concept is proposed as a space based on a technology platform which allows information exchange.
Xiang and Gretzel (2010) investigate the extent of travel-related content searches through social media by
search engines. The authors develop a framework that expresses online traveller, online tourism domain, and
search engine interactions. Five main types of social media as mentioned are: virtual community sites, review
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sites, personal blogs and blogs aggregators, social networking sites, media sharing sites. Search results for nine
U.S cities show that virtual communities are the most popular one (40%), next followers are consumer review
sites (27%), blogs (15%), social networking sites (9%), and media sharing sites (7%).
Recognizing the smart, creative, knowledge city concept in the narrow sense is similar to informational city
concept in a broader sense (Fietkiewicz & Stock, 2015). Showing consensus toward the perception of Herzog
(2010), the authors suppose that places spaces in parallel with flows spaces form an informational city.
Development of informational cities also is mentioned in studies of (Kaja & Sandra, 2014) with characteristics
related to technology, knowledge and culture, information flow. Four Japanese megalopolis cities include Tokyo,
Osaka, Kyoto, and Yokohama are considered as the most proper ones for investigation because of their digital,
smart, or knowledge infrastructures. In terms of the digital city, Osaka has the 1st position, followed by
Yokohama, Tokyo, and Kyoto. Tokyo is the most developed city in knowledge infrastructure, followed by
Kyoto, Osaka, and Yokohama. Creative cities are manifested by cultural infrastructure such as museums,
theatres, opera houses, galleries. They are measured by the visitor amount, the arts and culture expenditure.
Kyoto and Tokyo are evaluated as the most creative cities, followed by Osaka, and Yokohama.
Mentioning new technologies applied for cultural tourism, Garau (2017, pp. 71, 72) divides platforms into
three different types: informative, connection, and integrated. Not merely display information as informative
platforms, connection platforms take the role of mediation between suppliers and users. Integrated platforms
offer further interactions. Radio Frequency Identification (RFID) can be used to track tourists’ actual
transactions through their smartcards. Moreover, the author also appreciates achievements of virtual
reconstruction, the geolocation of user, and the presence of tags, cameras, sensors for guidance presented
through projects especially in Europe such as i-MIBAC Voyager (Italy), ARCHEOGuide (Greece),
Streetmuseum (London), Digital Pen (New York), Smart Glasses (San Francisco, Paris). 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, & Pascale, 2017a). The smart city concept as the result of
this must be linked with urban cultural tourism. Some collected applications adapted to enhance cultural
experience of tourists in creative cities shown in Table 1.
Table 1. Technological platforms applied in creative cities
Reference City/Nation
Channel/Platform
SCN – web-based
community network
Audience
Description
free public-access computer
network for exchanging and accessing
information.
Schuler
(2005)
Seattle
All
A
Carroll
(2005)
Blacksburg,
USA
BEV – Web-based
community network
DDS – (De Digitale
Stad) Virtual public
domain
Residents,
An electronic house for community
businesses, groups of all sorts offers some online
visitors
Habitants,
inhabitants
services.
van den
Besselaar
and
Beckers
(2005)
Amsterdam
A global virtual community allows
inhabitants to build their virtual
houses on the city domain, encourages
information exchange, innovation, IT
services.
Linturi and
Simula
(2005)
Sevin
(2017)
Helsinki
Helsinki Arena 2000
Inhabitants, Creates electronic communication
habitants
routes, links the physical and virtual
events.
Amsterdam
Visitors,
residents,
businesses
Great place to live and work with
beautiful
museums
and
neighbourhoods listed, instructions for
relocation.
Italy
a.it/en/
Tourists
Customized tours across six cities –
Padova, Milan, Bologna, Florence,
Assisi, Napes – Italy to discover
Giotto.
Garau
(2017)
Italy
Tuscany+
Tourists
Visitors
Information of monuments and
services around, co-creative offers.
Evaluates and analyzes actual
behaviours of tourists based on the
movements and preferences.
Trento
RFID for festival
Clarizia et
Salerno
Mobile Context-aware
Tourists
An app is similar to CyberGuide,
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al. (2017a)
(Italy)
app
Sensay,
AnonySense,
SOCAM,
GeoNotes that supply customized
services and resources based on
tourist’s position and global profile.
An app similar to FaTe2, Wikinovel,
Casting that gives visitors their own
tailored story based on their visiting
Clarizia,
Lemma,
Lombardi,
and
Pascale
(2017b)
Different
towns in
Italy or
abroad
Adaptive telling app
Visitors,
revisitors
places
Facebook,
and
information
Google Places
from
and
TripAdvisor.
Source: Authors’ summary
1.2 Vietnam cities in a digital era
Digital communication channels
Hanoi capital city, Hue ancient capital, Danang city, Ho Chi Minh city are salient representatives of Vietnam
regarding tourism and city branding. Taking advantages of information technologies and modern communication
channels, four cities promote themselves through their official websites, apps serving tourism needs, social
media such as Facebook, Twitter. With efforts of Vietnam government to promote the image of Vietnam
Timeless charm, the information of all cities and towns can be found at the official website vietnamtourism.vn
since 2016 with the elegant display. Hanoi, Danang, Ho Chi Minh are representatives of Nothern Vietnam,
Central Vietnam, Southern Vietnam respectively (‘Places to go’ tab). In the tab ‘Things to do’, culture, art, and
entertainment appear in almost activities. Trip recommendations and requirements are very useful for visitors.
Heritage tourism is an indispensable component. Visitors can experience a virtual tour through texts, images,
sounds, videos from the Northern to the Southern of Vietnam. Ten Instagram accounts are introduced to follow
include @trantuanvietsui, @nhanlephotography, @milesofsmiles, @hlinhngg, @quinnryanmattingly,
@dinhvietphoto, @rdeboodt, @vietnamfoodstylist, @soaipham, @rehahn_photography. All of them are
photographers who love to memorize Vietnam images through their lens. As can be seen, Vietnam has chosen
visual communication to create memorable city images in visitors’ mind.
In addition, every city has an official website as a web portal toward all city stakeholders with the suffix
gov.vn after the name of the city. Almost these websites have traditional displays in which information,
government documents, news, events are regularly updated. These websites are inclined to primary
communication instead of secondary communication. There is a lack of graphic design, interaction and city
brand identification. Beside the official websites, Hue and Danang have some additional tourism websites (Table
2). In case of Hue ancient capital, launching three additional websites seems not to be a wise strategy. The tourist
website dananafantasticity.com focus on the induced image at secondary communication level as compared to
the remaining cities. Graphic and functional conceptional aspects are conducted quite good by city tourism
planners. However, it is not easy to gain emotional conceptional purpose. In other words, based on the
classification of Michalis Kavaratzis (2004), Danang is better in communicating image of the external city than
internal city. It is about city of mind regarding society, a way of living, culture. Some more the brand images of
cities are still inconsistent. For example, Danang aims to a worth-living city, an entrepreneurial city, and a
fantastic city at the same time. Also, there is an existence of more than one logo in a city. The city governors
remain one logo as a formal one for all activities and the different one only for tourism. This can confuse
different stakeholders and not easy to promote the city.
Similarly, all the cities have fan pages (Facebook accounts) run by themselves. It is very useful to reach
visitors’ emotion. In spite of city identity lack, Ho Chi Minh city is better than Danang in posting contents
through social media in English. In general, all these cities have not exploited the power of hashtagging.
Table 2. Communication channels of Vietnam cities
Hanoi
Hue
Danang
vietnamtourism.vn
Ho Chi Minh
Websites
Apps
Hanoi.gov.vn
Hochiminhcity.gov.vn
gov.vn
dulichhue.com.vn
visithue.vn
danangfantasticity.com
huefestival.com
ThangLong app, Hueinfo,
Bus WebGPS Festival Huế
inHue, InDanang, Chatbot
Vibrant Ho Chi Minh
City
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Facebook Hanoi
City
Creative Huế
City Danang City – Vietnam Ho Chi Minh City
(@danangcity123), (@hcmc.sgn)
(@huecity.net),
(@hncreativecity) Thừa Thiên – Huế Danang
–
FantastiCity
Danang
(@CityHue), Du (@Dnang.sk),
Lịch
Huế FantastiCity*
(@huetourism)
(@visitdanang)
Twitter
No official twitter No official twitter Danang
FantastiCity HCMC Travel Guide
account account (@visit_danang)
(@HCMC Guide)
Source: Collected by the authors May 2018
Hashtags
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 order to search destination
information, potential visitors can use digital utilities as the most convenient tool to decide their journey. As
mentioned earlier, social media is the most useful way to promote city image. Along with increasing trend of
social media usage, the tourist cities in Vietnam have been using these kinds of channels as the cheapest tool of
city branding. Using hashtags has been becoming popular among electric users. As can be seen in Table 3, all
hashtags of four tourist cities belong to three different areas of Vietnam – Ha Noi (the north), Hue, Danang (the
central), Ho Chi Minh (the south) are attached by #vietnam.
Hanoi capital city has a strong connection with Ho Chi Minh - the second biggest city and some Asian places
such as Thailand, Taipei-Taiwan. Ho Chi Minh City (Saigon is the former name) is in relevance with business
activities and become familiar in Japanese with hashtags ホーチミン (Ho Chi Minh), ベトナム (Betonamu –
means Vietnam). In the middle, hashtags related to Danang focus on travel much more than Hue. Almost
hashtags for Hue are about makeup art, even #maquillaje – a Spanish word means makeup. English is the main
language used by social media users. In spite of the smallest popularity of Danang hashtags, all these words
reflect the appropriate image of Danang such as cuisine (#fishandchips, #food), entertainment
(#infotainmentawards), nature (#beach) and benefit from regional tourism (#Hoian, #hue).
However, social media is one of the digital channel generated by the user. The negative information about
cities can spread even much faster than the positive one since users can search by a simple click on the hashtag.
Cities can keep balance by creating positive cultural contents actively not only limited on Facebook. After
visiting a city, cultural tourists tend to share their cultural experiences through social media. The hashtags used
by them are the significant viral sources.
Table 3. Vietnam cities Hashtag trends
Ha Noi
Vietnam, hcmc,
travel, saigon,
Hue
Vietnam, makeupartist, Vietnam, Hoian,
huenumakeup, travel, fishandchips,
Danang
Ho Chi Minh
Vietnam, Saigon,
travel, stocks, ホー
チミン, ベトナム,
acquisition, merger
Hashtags
Thailand, Taiwan, maquillaje, smarthome, beach, hue, saigon,
news, taipei,
blogger, Asia
English 65%,
Vietnamese 21%,
makeup,
food, Hanoi,
huenuzapatamakeup
English 56%, Spanish
Castilian 12%, French
infotainmentawards
English 54%,
Indonesian 17%,
Languages
used
English 60%,
Vietnamese 12%,
Unrecognized 6%, 10%, Portugeese 10%,
Unrecognized 12%, Japanese 11%,
French 3%,
Spanish Castilian
3%, Italian 2%
Unrecognized 9%,
Vietnamese 3%
Vietnamese 9%,
Japanese 6%,
Tagalog 2%
danang 45%,
Danang 34%,
DaNang 18%,
DANANG 3%
38.8%
Unrecognized 7%,
Spanish Castilian
7%, French 3%
HoChiMinh 52%,
hochiminh 45%,
Hochiminh 3%
Spelling
variants used
hue 52%, Hue 32%,
Hanoi 59%, hanoi HUE 16%
37%, HaNoi 2%,
HANOI 2%
Popularity
50%
44.9%
40%
Source: Collected by the authors through hashtagify.me - May 2018
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2. Literature review
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). Resources like monuments, museums, visitor attractions, art
galleries, cinemas, concert venues, theatre are manufestations of a cultural city. These resources are used by the
resident and the local visitor, holiday maker, business, conference delegate, city worker without connection
between city worker and monuments (Ashworth & Page, 2011, p. 10).
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),. For this aspect, identity can be considered as a type of product need to be placed in relation to others. 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. Along with this trend,
especially in a digital era, it is not easy to clarify the line between illusion and reality (Smith, 2009). Blurring this
line is also mentioned in urban tourism context (Massey, 1995) which based on culture and entertainment. Some
brands have become cultural tourism icons such as McDonald’s and Disney since globalization has been
increasing (Ritzer & Liska, 1997).
Mentioning cultural tourism, especially without commoditization, Getz (1994) highlights the role of
authenticity in relevance with post-tourist experience. Authenticity can be divided into three categories:
objective authenticity, constructed authenticity, and personal authenticity (Jamal & Hill, 2002). The former
includes artefacts such as traditional or historical sites. The latter is related to artificial attractions such as or art
objects. These two types are covered by heritage tourism and arts tourism respectively as proposed by some
scholars (Richards, 2001; Zeppel & Hall, 1992). The last one expresses experiences relating to personal identity
and meaning. 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 & Hall, 1992).
However, in terms of cultural production, it is difficult to distinguish them (Smith, 2009).
2.2 City branding based on cultural tourism
The concept of nation brand is proposed by Anholt (1998) regardings to the provenance of exported brands.
Deriving from this concept, Govers (2011) argues about the necessity of distinguishing place branding from
place marketing. The differences are a multi-brand strategy seem not to be adapted to place and the need for
cooperation between cities as regional brands. The author supposes that building strong place brand not merely
based on exporting qualified products. Depending on which place is focused, place branding can become nation
branding or city branding. Today, place branding and city branding are usually used yet distinctly (Sevin, 2017).
According to (Mihalis Kavaratzis, 2005), similar to countries/regions, cities borrow marketing techniques to
attract their target audiences. The application of marketing theory to places can be divided into two trends: non-
business/non-profit approach and urban crisis/de-industrialisation approach. The second trend shows similarities
between cities and businesses. Mentioning place branding trend, he reviews the literature about the place of
origin branding, nations branding, destination branding, culture/entertainment branding, and place/city branding.
Among them, cultural/entertainment branding spread widely all over the wold, contribute to forming the city’s
image. Mihalis Kavaratzis and Ashworth (2005) differentiate place branding into three kinds: Geographical
nomenclature, product-place co-branding, and place management. City branding should be understood as a place
management form with the creation of unique identity to gain the positive perception from different
stakeholders. Jensen and Richardson (2005) have the same opinion with Mihalis Kavaratzis (2005) and Florian
(2002) in transition context from industrial cities to cultural cities. In which urban branding is attached to a
creative class, cities of culture, knowledge, and entertainment. City branding is thus overlapped with urban
branding in cities with high urban growth.
Many cities all over the world today brand themselves with cultural manifestations such as museums (Paris,
London), architecture institutes (Rotterdam, Singapore, Taipei), art (Birmingham, Beijing, Hong Kong). The
salient target audiences they aim to no one else than cultural tourists. According to Sevin (2017, p. 114), tourists
can be positioned as external stakeholders are invaluable co-creators of city branding processes. This tendency of
cities promotion is supported by Towse (2010, p. 513) in line with images of culture since cultural activity also
attract creative people. Along with the development of cultural tourism, residents also benefit from plenty
choices of cultural products. When mentioning economic aspects of cultural tourism, cultural tourists are
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supposed to “have higher levels of income and education” as compared to common tourists. They have higher
willingness to pay for the experience.
The interrelationship between cities and tourism is discussed in the work of Ashworth and Page (2011).
Cities need tourism and cities are the origins and the destination of most tourists as well. The author recognises
that new city landscape for tourism is based on the cultural districts growth. This perception has consensus from
Mihalis Kavaratzis (2005) in terms of the role of culture in local economic development. Culture and
entertainment districts have been replacing uninhibited industrial areas. 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. Along with this
trend, the city brand image and the identity of cities need to be connected to culture. Many cities have rebranded
themselves based on urban culture and heritage with signs and symbols orientation. 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. 218). 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. In order to enhance city brand image, cities should
differentiate themselves based on artistic, architectural and cultural heritage to get away from creating the pattern
of seasonal pattern tourism. The imprint of Milan is represented through sights, sounds, touch, taste, and smell in
tourists’ perception. Some cities are mentioned as outstanding examples to help Milan identify which cultural
personalities of Milan should be strengthened. The Italian destinations such as Florence, Rome, Venice are
popular with international heritage tourism. While European destinations such as Barcelona, Berlin, Vienna are
successful cases in terms of cultural attractions. According to Green et al. (2010), the host culture is a component
of event image and destination image also. Having similar ideas, Fernández-Cavia and Huertas-Roig (2010)
recognize cities brand themselves based on specific events. In spite of this, the authors suppose that it can be the
negative effect toward a sustainable city brand if city image is attached by political events or any private
attraction.
Place images also are affected by TV shows, diplomacy, popular culture, tourism advertising. Whenever need
place imagination, people tend to think about the position of potential visitors in their minds. In spite of negative
place images already existed in one’s mind, he/she still can travel to that place because of attractive promotions.
As similarity to the corporate brand, a city cannot build separate brands for its different stakeholders. Therefore,
city branding is often attached by destination branding aims to tourists who might be investors or residents in the
future. At the same time, internal city branding toward residents must also be positive. 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. 229, 230). This base is connected to the genetic approach of culture as the classification of Kroeber and
Kluckhohn (1952) in relation to society, individuals, environment, and artefacts. That is the reason why
nowadays building city brand image based on culture have a strong connection with cultural tourism. Turku, the
old capital cultural city of Finland, is another example which is proved that has a contribution on city branding,
increases city awareness, nurture a long-term relationship with city visitors (Hakala & Lemmetyinen, 2013).
Additionally, Sasajima (2013) remarks the concept of the creative city in accordance with creative city
projects in Yokohama’s Kogane-cho neighbourhood in Japan. As entrepreneurial perspective, cultural activities
that usually aim to visitors also contribute to investors attraction. Hence, the relationship between cultural
tourism and city branding is enhanced as well. In the other hand, Sevin (2017) supposes that cities have been
branding themselves as touristic destinations since tourism has brought income from visitors to cities. Moreover,
travellers can be seen as temporary residents, not only are influenced by cities’ reputation but also influence their
brands.
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. The author proves the role of the festival as city image-maker, tourist attraction
through Glasgow case. Consequently, festivals can be the vehicles of urban generation or fixers of city image
problems. 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 3rd
capital of Russia. The event 2013 Summer Universiade brings many opportunities for the capital city of the
Republic of Tatarstan in creating its positive image. Along with the improvement of infrastructure and local
businesses, the reputation of the city is also improved. The correlation between event image and destination
brand is supported by co-branding approach of Xing and Chalip (2006). Also, according to Arnegger and Herz
(2016), events include mega-events, hallmark events, local community events or periodic events that have
interconnection with a certain place. The significant impact of Eurovision Song Contest (ESC) that is considered
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as a cultural mega-event calculated by the authors in case of Azerbaijan’s image. 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. Overall media coverage related to the event also affect people’s destination knowledge and
visiting intention even they do not attend the event. In this case, the host destination’s image is improved after
the event. Dave and Bart (2013) supply the supplemental fact that long-term positive image of the host city in
event attendees’ perception will only remain if having a connection between the event and the city aspects. Also,
city brand attitude of residents can be improved through cultural mega-events experiences (Vila López, Kuster
Boluda, & Marín Aguilar, 2016).
Similarly, the image of a mega-event is affirmed to have effects on destination image at all construct, sub-
construct, factor levels with cognitive, affective, overall dimensions in the case of 2008 Beijing Olympic Games
(Lai, 2018). The author also collects five types of the relationship between event image and destination image:
correlational, intersecting, causal, inclusive, and irrelevant. The evidence is shown through studies of Lyon’s
Tennis Grand Prix, an amateur bicycling event, the 2004 Athens Olympic Games, the 2010 Shanghai Expo, the
football games, the 2012 Guangzhou Asian Games. Despite the influences are not the same, affective image
dimensions are dominant.
3. Methodology
Nowadays, online cultural tourists have trend to search information of cities through the search engines.
Xiang and Gretzel (2010) inllustrate the interactions between travel information searcher, search engine and
online tourism domain. The authors confirm the essential role of the search engine based on previous studies in
term of traveler’s perception and decision making. Search engine could be considered as an information space
for competion not only for firms but also for cities. Hence, a data mining approach with content analysis is
applied for this study.
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. English is chosen as the language
used through Google search engine. After collecting keywords with using Keywordtool.io, noise filtering is
conducted to categorize keywords. All keywords are defined in relation to the city brand name. In other words,
they are combinations between the name of cities and cultural contents. Deriving from these keywords, the
expansion can be added. Keywordtool.io helps in looking for keywords through Keyword suggestion and
Related keywords offerings. For example, after typing ‘da nang museum’, 20 unique keywords are suggested
such as danang museum, cham museum danang, danang museum of cham sculpture, danang military museum,
and so on. The set of these keywords then are saved as excel format in order to filter noise.
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 noise filtering and classification must be ensured by
understanding the keyword meanings related to cultural characteristics of each city. On the next stage,
supplement keywords will be added to improve the keywords set. This task needs the knowledge in cities culture
of researchers. After categorizing keywords, the researcher can define the number of keywords in every subject,
the average searches per month, the increase/decrease trend as compared to the previous year. 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.
4. Research results
In total, there are 758 keywords explored. Table 4 expresses the number of keywords merely related to city
brand name (volume keyword), average search volume per month (the third column), and the growth of these
keywords as compared to the previous year (trend). In terms of city brand name, the average search volume per
month of Danang is highest. It can be explained by the representation of Danang in central Vietnam. However,
the searching trend of Hue is slightly higher than Danang. This number for Hoi An ancient town is increased
strongly within a recent year.
Table 4. Average searches per month on city brand name
City
Volume Keyword
Search Volume (Average)
Trend (%)
13.44
Hue
34
37
58
355.88
1133.51
757.76
Danang
Hoi An
12.81
26.03
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Van-Anh T. Truong, Huong T. L. Pham/ MICA 2018 Proceedings
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%), much higher as compared to ‘Da Nang museum’ (200%). More details, Danang is
popular with ‘Cham museum/cham museum danang’ (27%/56%), Hue is attached by ‘hue museum of royal
antiquities’ (100%).
In terms of festivals and events, the searching trend reflects the tourism development of Danang as a festivals
and events centre with high searching growth (157.14%). Keywords ‘event/events’ are attached to Danang much
more than Hue and Hoi An. Danang celebrates many international festivals and events but still has not marked
the featured ones in visitors’ memories. In addition, the neighborhood is famous with some festivals such as Hue
festival 2018, Hoi An lantern festival, Hoi An full moon festival 2018. This is an advantage for Danang to attract
international cultural tourists since the international airport is built in Danang. However, visitor retention is
always a noticeable issue in this city. Hence, cities need to brand themselves as memorable images which can be
formed through visual identifications such as iconic buildings. 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. Hue cultural manifestations such as Hue imperial,
emperor tombs, especially Hue citadel are historical architectures. Among them, Hue citadel or
forbidden/imperial city attracts the most attention with keywords ‘hue imperial city’, ‘hue citadel’ (highest
search volume per month), ‘hue imperial city map’ (highest growth – 600%). 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%).
Table 5. Categories of cultural tourism keywords
Search
Volume
Keyword
Trend
(%)
City/Town
Volume
(Average)
26
Salient subjects
Hue
Danang
5
20
Hue museum of royal antiquities
Cham museum
20
69
16.95
Museum
Hoi An museum of history and culture, Hoi
An war museum
Hoi An
8
108.75
147.75
Hue
Danang
7
7
10
34.29
57.14
Hue festival 2018
157.14 Danang event, Danang festival
Festivals
and events
Hoi An lantern festival, Hoi An full moon
festival 2018
Hoi An
10
94
37.5
Hue
Danang
39
11
133.03
320.91
38.06
44.09
Hue citadel, Hue imperial, Emperor tombs
Lady buddha, dragon bridge
Iconic
buildings
My Son holyland/ruins/sanctuary, Hoi An
Japanese bridge, Hoi An market, Hoi An
old houses
Hoi An
Hue
54
20
62
298.70
69
48.78
13.3
Hue cafe, restaurant
Local food, Danang breakfast, best coffee,
(family/seafood) restaurant, buffet, street
food, street food tour
Danang
85.16
31.18
Cuisine
Cooking class/school, food tour, taste of
Hoi An, 9 grains, chicken rice, cafe, pho,
(old town) restaurants, pancake, cao lau
Hoi An
42
285.48
47.24
Hue
1
19
25
6
30
233.68
77.6
20
0
Danang
Hoi An
Hue
50.79
34.8
50
Night market
Night market, ancient town at night
Club, walking tour
Bars, sport bar, casino, clubs, beach club,
golf club, golf courses, golf resort, surfing,
cinema
Nightlife
Leisure
Danang
54
48.70
20.70
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Van-Anh T. Truong, Huong T. L. Pham/ MICA 2018 Proceedings
Hoi An
Hue
Danang
Hoi An
Hue
4
195
8.25
-39.29
Sport bar
14
15
17
16
8
10.71
12.67
22.35
91.88
32.5
-40.33 Review Danang
Art
14.06
30.44
2.63
Photo tour, photos, music
Bach Ma national park (tour/trip),
Theme park, Asia park, water park
Impression theme park, terracotta park,
water park, national park
Danang
Park
Hoi An
Hue
6
40
196
19
22.11
1.32
Beach, My Khe beach, cave, (Son
Tra/monkey) mountain, Hai Van pass, Han
river
Danang
42
186.90
21.38
Nature
Beach, Cam An beach, caves, morning
glory, mountain, river,
Hoi An
Hue
65
0
212.77
0
8.18
0
Non Nuoc stone carving village, marble
mountain
Danang
14
168.57
10.86
Village
Hoi An
Hue
Danang
Hoi An
7
0
0
157.14
26.43
0
0
Silk village, Thanh Ha pottery village
0
0
Handicraft
12
81.67
16.75
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%), followed by Danang (31.18%). Danang is popular with seafood restaurants and street food.
Keywords of Hue cuisine is still not specific. This situation of Hue is repeated when searching for nightlife. 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). However, the diversity of Danang leisure activities is reflected by the first ranking on searching trend
(20.7%) and average volume (48.7) (see more details in the last column of Table 5). 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.
Turning to art (natural and artificial), Hue is left behind on searching trend. Danang and Hoi An are famous
with preferential nature including beaches, river, mountains. Interestingly, although Hai Van pass is the shared
landmark of Danang and Hue, these keywords appeared along with Danang, not Hue. Regarding artificial art,
Hoi An is ranked as the first one with keywords related to photography and music. In spite of fine arts education
developing, Hue has not taken advantage from this to brand itself. Hue also disappears on traditional village and
handicraft searching trend. 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).
As can be seen, Danang is popular with cultural manifestations such as Cham museum, Lady Buddha,
Dragon bridge, Theme park, Asia park, water park, My Khe beach, Son Tra mountain, marble mountain with
Non Nuoc stone carving village, Hai Van pass, Han river. In term of cuisine, Danang is considered as an ideal
choice for the family with breakfast, coffee bar, seafood, street food. For entertainment, Danang brings more
diverse options than the neighbors such as bars, casino, clubs, golf, surfing, cinema. In spite of this, the
keywords for art, festivals and events of Danang are very general. Danang International Firework Festival –
DIFF does not appear in this list although Danang can attract many domestic tourists to this event.
5. Implications for city branding in Danang
As compared to the neighborhood, Danang city image communication is quite efficient. However, the
utilities of digital channels need to be exploited more effectively. Danang needs to consider identification of the
city to ensure the consistence through websites, facebook, twitter, apps since one city should not promote more
than one brand image. Danang can not orient as a worth-living city, an entrepreneurial city, a fantastic city at the
same time. One memorable and meaningful logo with a slogan is sufficient for Danang. Basing on culture,
Danang can harmonize the benefits between residents and non-residents. This orientation is also appropriate with
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Van-Anh T. Truong, Huong T. L. Pham/ MICA 2018 Proceedings
the international trend of cities all over the world. Furthermore, Danang can position herself in competitive and
cooperative relationship with Hue and Quang Nam (more specific is Hoi An).
The web portal of Danang (https://danang.gov.vn/) needs to be improved as a digital marketing tool in linkage to
Danang tourism website. The website needs to have directional maps to enhance users’ experience. Primary
communication related to landscape and infrastructure should be reformed. The landmarks such as Cham
museum, Dragon bridge can be used as memorable attractions of Danang. The city should declare heritage
planning, urban design architecture, green spaces, public spaces. In addition to modification of logo usage for
secondary communication, Danang should increase graphic designs usage instead of too much traditional photos.
Parks, beaches with entertainment, mountains, the river with seafood, nightlife with street food and bars should
be the inspiration to promote Danang images. To enhance the emotional conceptional toward different
stakeholders, interactivities need to be encouraged. Interactivity can be improved by using a search engine, user
support, display option customization, virtual reality display, multimedia integration, virtual leaflets. The city
even can create an official Youtube channel, a virtual community for users or activate the interactive function
linked to users’ social media accounts.
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 keywords/hashtags should be
more specific, such as #diff, #chammuseum, #ladybuddha, #streetfood, #nonnuocvillage. Noticing that more
than one hashtag can be used for the same marketing content. As discussed earlier, Danang can brand herself as
a cultural destination for tourists. The creative class people hence will be attracted, and they can contribute to the
sustainable development of the city as well.
6. Conclusion
The study has achieved the goal of exploring search patterns of cultural tourists on cities of the tourism
cluster in central Vietnam and knows the strength of each city. Among 758 keywords, 629 keywords are about
cultural characteristics for tourism. This searching trend is beneficial for these tourism cities reconsider their
branding strategies, especially on city image positioning. However, the study has not categorised where the
online users come from and which online channels the searching results display. Hence, further research can
solve this limitation. Additionally, a comparative study can be conducted on big cities in Vietnam which are
representatives of three regions in the future.
Acknowledgement
We want to thank Professor Takeshi Arthur Thornton who is an advisor of the first author in her doctoral
program at Yokohama National University, Japan. Huynh Duc Viet who is our alumnus deserves our thanks for
introducing us keywords analysis tools. After all, thank our friends and the reviewers for valuable comments.
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