Urban heritage image based on destination brand personality: The case of Danang city, Vietnam
Van-Anh T. Truong, Thao-Nguyen D. Nguyen/ MICA 2018 Proceedings
International Conference on Marketing in the Connected Age (MICA-2018), October 6th, 2018
Danang City, Vietnam
Urban Heritage Image Based on Destination Brand
Personality: The Case of Danang City, Vietnam
Van-Anh T. Truonga*, Thao-Nguyen D. Nguyenb
aLecturer, Faculty of Marketing, University of Economics – The University of Danang, Vietnam
aPhD Student, Graduate School of International Social Sciences, Yokohama National University, Japan
bLecturer, Geography Faculty, University of Science and Education – The University of Danang, Vietnam
bPhD Student, Geography Faculty, Hanoi National University of Education, Vietnam
A B S T R A C T
Danang had entered the new stage of tourism development since 2017, and the city’s action planning is
currently consistent with national strategy and the promulgation of tourism law. It has also been ten years
since Danang became the city under the central administration. Aiming to a fantastic destination, the image of
Danang is promoted through urban tourism with many advantages taken from strong urbanization. This study
applies the text-mining methodology, aims to explore how urban image formed with which destination brand
personalities. Based on online reviews retrieved from TripAdvisor, 12 traits related to four dimensions of
Danang brand personalities is explored. These dimensions are sincerity, excitement, competence, and
sophistication. The results show that excitement and competence are dominant personalities of Danang urban
heritage image with the coverages are 6.31% and 2.86%, respectively. Some implications for city image
promotion and further research also are suggested.
Keywords: Urban brand image; destination brand personality; urban heritage tourism; museum; Danang
1. Introduction
Danang city – one of the major urban centers of Vietnam – has been pursuing the goals fast and sustainable
economic development, be a socio-economic center of Central Vietnam. Danang has entered the accelerated
urbanization to become an industrial tourism city before 2020. The urban economic structure is increasingly
diversified in the direction of increasing the density of the service sector, reducing to a certain extent the
proportion of the industrial and agricultural sectors. GRDP structure of Danang in 2016 focused mainly on
construction industry (30%) and service (57%) (Danang Statistical yearbook 2016, 2017). Among service
industries, tourism is one of the most notable ones, contributes not only to the socio-economic development of
the city but also changes the urban appearance.
Along with the internationalization, Danang brands herself as a fantastic, memorable destination with many
attractions. Being a significant point linked to UNESCO heritage sites which are Hue citadel, Hoi An ancient
town, My Son sanctuary, Danang has an action planning based on regional tourism advantage. The rapid of
urbanization also boosts the development of Danang urban tourism. Receiving advantages from urban, almost
cultural destinations are urban destinations (Kavaratzis, 2005). Additionally, urban heritage tourism – the salient
form of urban cultural tourism is the most basic manifestation of urban image. Despite the important role of
* Corresponding author. E-mail address: vananht[email protected]
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urban heritage tourism towards Danang image, there is a lack of researches consider perceived image about
Danang through this kind of tourism. Hence, this study tries to explore Danang urban image and which
dimensions form the overall image. Text-mining method and content analysis are applied to analyze online
reviews of Danang museums visitors. The findings give some managerial implications toward Danang city
image makers and academic implications for further studies.
2. Research context
2.1 Urbanization
According to (Thong, Tue, & Phu, 2009), the urban population has multiplied over the last 50 years. In 1950
there were about 706.4 million people (29.2%), this figure was 2.6 billion (44%) in 1998, and in 2002 increased
to 2.9 billion people (47.7% of the total population). Among these, about 2 billion people live in developing
countries, and nearly 1 billion people live in developed countries. The United Nations estimated that there would
be 5.1 billion people living in urban areas by 2025, of which the number of people living in developing countries
is about 4 billion. In Vietnam, urban areas are formed and developed together with the socio-economic
development. The pace of urban development in Vietnam is glacial compared to other countries in the region and
the world. However, within the territory, Da Nang is considered as a city with much faster urbanization than
other regions in the country. Within 15 years, Da Nang has launched many projects, many new urban areas.
Since 2000, Da Nang has lost about 4,000 hectares of agricultural land and rural areas. It is not just the process
of moving farmers to industrial, commercial labors and other services, urbanization in Vietnam, as well as
Danang, also attaches importance to sustainability, developing urban clusters, urban routes, urban villages.
Danang advocates expanding urban space to the west, northwest, southwest, south, and southeast of the city.
Along with that policy, in these areas formed new urban areas, the “huge” urban series was born. Urbanization is
widespread with many projects. It can be said that Danang is a city of urban projects. Some new urban areas can
be listed such as Phu My An, Hoa Xuan ecological urban area, Daewon City. In which Phu My An urban area
has been built for nearly ten years with the scale of 643.423m2, located near the center, near the crowded
residential area
Coastal routes such as Nguyen Tat Thanh, Hoang Sa, Truong Sa are considered as three of the most beautiful
coastal roads in Vietnam today. In the early 2000s, Danang has just over 360 named roads, up to now more than
1,260 named roads. Hundreds of urban areas, thousands of new residential areas have appeared. The appearance
of the city changed, people's lives improved significantly after the 1997 centralized city to the present. Regarding
urban size, the urban area, from 5,000 hectares in the early 2000s, has increased more than three times by 2015.
The implementation of a series of projects to renovate, embellish and build new urban areas marked by projects
such as Thac Gian - Vinh Trung, Bach Dang Dong, Lien Chieu - Thuan Phuoc, Khue Trung - Hoa Cuong,
Danang University Village, roads such as Nguyen Tat Thanh, coastal road Son Tra - Dien Ngoc... Danang urban
space is no longer limited in some wards of Hai Chau and Thanh Khe as before. So far, Danang has been
expanded to 6 urban districts with large-scale, infrastructure is commensurate with type I urban. The city directly
extends industrial, manufacturing zones, factories, tourism services, restaurants, hotels everywhere, especially
Hoa Khanh - Lien Chieu, An Don, Son Tra export processing zones, Ngu Hanh Son, Son Tra - Dien Ngoc, Cam
Le - Hoa Vang urban area. Besides the expansion of industrial zones, Danang also focuses on building
commercial and service urban centers, administrative center, sports entertainment areas, museums and especially
expanding the street system, building bridges over the Han River (Manh, 2016).
Danang's transportation infrastructure has been modernized in the last two decades. External transportation
has contributed to consolidating Danang as a center for economic development in the central key economic
region. Hai Van tunnel was put into operation in 2005 to help vehicles avoid the Hai Van Pass in the trade on
Highway 1A (trans-Asia road AH1). The avoiding route Hai Van tunnel runs through Hiep Hoa Bac, Hoa Lien,
Hoa Son, Hoa Nhon and Hoa Tho Tay communes, thus facilitating the attraction of west and northwest industrial
zones then go to the old Highway 1A. Route AH17 (starting from Tien Sa port on Son Tra peninsula, running
along the Han east riverside, passing Tien Son bridge (inaugurated in 2004), intersecting with NH1A, Thanh My
(Quang Nam) and linked to Ho Chi Minh.
Furthermore, Danang is the most important rail transport hub in the Central. Danang station is a type 1
station, located in Tam Thuan ward, Thanh Khe district. As planned, this station will be relocated to a new
location in Hoa Minh ward (Lien Chieu district). Da Nang also has a large cargo terminal is Kim Lien station
(Lien Chieu district). In addition, Danang International Airport (in Hai Chau district) is the third largest airport in
Vietnam. Currently, there are nine domestic routes, 39 international routes to and from Da Nang. The new
airport is just invested with the domestic terminal (T1), the international terminal (T2), the VIP terminal and
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cargo terminal.
Regarding sea freight, Da Nang seaport is a national port, a regional focal point (type I). In the transportation
planning of Vietnam to 2020, orientation to 2030 (Project on revising and adjusting the planning on
development of Vietnam's shipping by 2020 with orientation to 2030: Final report, December 2013., 2013), this
is the international gateway in the central region. Tien Sa wharf is a deep-water port receiving 30,000-50,000
DWT vessels, 4,000 TEU container ships and tourist ships. Son Tra wharf area is a new wharf currently used for
Tien Sa and Son Tra ports. Lien Chieu wharf is a specialized port used for bulk cargo and liquid cargo for
industrial and service establishments. This terminal has advantages to develop into a main wharf area, which can
be a deep-water harbor in the future, replacing the function of Tien Sa wharf in receiving goods (Statistical
yearbook Database). The area of Han River wharf is gradually being relocated, changing its functions. Tho
Quang wharf is a specialized wharf for local needs.
The Central Business District (CBD) of the city has been forming clearly at the roads axis area linked
between Han River bridge and Dragon bridge. In Hai Chau district, the west is Chi Lang Stadium, which is
expected to have high-rise commercial-service complex. The north of Hai Chau is Le Duan street; the southern is
Nguyen Van Linh street. In the area of Son Tra district, the north is Pham Van Dong street, and the south is Vo
Van Kiet street. The north of the CBD is the administrative center district of the city in which there is Ly Tu
Trong street. Le Loi, Le Duan, Bach Dang streets are located at the west, the south, and the east of the CBD
respectively. The centers of culture, education, medical services, sports are aggregated at the north of the city,
mainly at Hai Chau district, Thanh Khe district, and the North Hoa Khanh ward, the South Hoa Khanh ward of
Lien Chieu district. As planned, these centers will be relocated at the south of Danang, especially in Ngu Hanh
Son and Cam Le districts (see more in Figure 1).
Fig. 1. Danang urban spaces (Nguyen & Thinh, 2018)
2.2 Tourism development in Danang
Danang tourism is closely linked with the neighborhood Hue and Quang Nam, creating the axis of Hue - Da
Nang - Quang Nam. The tourism development of Danang is not only through the exploitation of tourism
resources in the city, but also by the regional and inter-regional linkages. Hence, the three provinces have same
orientations: heritages, sea resorts, eco-tourism, and community tourism. Four world cultural heritages in these
three provinces are Hue ancient capital, Nha Nhac royal court in Hue, Hoi An ancient town, My Son sanctuary.
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This tourism axis is also famous with many beautiful beaches, ecotourism sites such as Bach Ma National Park,
Son Tra Nature Reserve, Ba Na Hill, Cu Lao Cham - Hoi An Biosphere Reserve, traditional villages. Particularly
in Danang, there are attractions such as Hai Van pass, Son Tra peninsula, Ba Na mountain, Ngu Hanh Son, My
Khe beaches, Non Nuoc and cultural resources such as Cham sculpture museum, Dien Hai citadel, Non Nuoc
fine art village. Also, there are some ancient architectural legends (communal houses) and French architectural
heritage. Typical tourism products include sea-island tourism, cultural tourism, heritage tourism, MICE tourism
(meetings, incentives, conferences, exhibitions) (Comphrehensive Planning in Vietnam tourism development to
2020, the vision to 2030, 2013). ). In addition, Danang has international tourist resources by air through Danang
International Airport, by sea via Tien Sa port and by road (from Thailand, Laos) through the port of entry.
Danang has become a successful MICE tourism center of Vietnam. Some festivals and events can be listed as the
international sailing Clipper Race, International Tourism Fair Danang, Asian Beach Games - ABG5,
International Conference on Tourism and Sports (2016); the Asian Golf Tournament, the Danang tourism
investment summit, the 20th Vietnam Film Festival, and APEC (2017). Many events have become annual events
such as Danang Fireworks Festival, Opening the sea tourism season program, Danang summer vacation.
According to Report of Danang Department of Tourism (Tourism activities Report 2016, direction and tasks
2017; Tourism activities Report 2017, direction and tasks 2018), in 2016, the total number of visitors to Danang
was 5.51 million. By 2017, the total number of tourists was estimated at 6.6 million, of which 2.3 million
international visitors and 4.3 million domestic visitors. Total tourism revenue was estimated at 16 trillion VND
(2016) and 19.4 trillion VND (2017). As shown in Danang Statistical yearbook (Danang Statistical yearbook
2016, 2017),Error! Reference source not found. tourism revenue of accommodation establishments in 2016
was VND 4.6 trillion, of which private establishments accounted for 62.1 %, foreign-invested establishments
accounted for 33.7%. Turnover of tour operators was 1.47 trillion VND, of which private establishments
accounted for 58.7%, and foreign-invested establishments accounted for 40.2%. State-owned enterprises make
up only 1-2% of the revenue structure of tourism. In 2016, service sectors valued at 39.8 trillion VND,
accounting for 57% in Danang GRDP structure (Danang Statistical yearbook 2016, 2017), of which tourism
contributes a great deal of. The development of tourism also created the highlight in the appearance of Danang
urban, in accordance with urban planning.
Furthermore, in accordance with the validity of Resolution No. 08-NQ/TW dated 16/01/2017 in developing
tourism as a key economic sector 2017), the Vietnam Tourism Law was promulgated on 19th June 2017. The
attention of Danang for tourism is also marked by Danang tourism investment seminar on 14th October 2017
which aims to international tourists’ need. At the end of the year 2017, Danang people’s committee promulgated
Action planning No. 10652/KH-UBND dated 30/12/2017 for Danang tourism development. In the planning of
Danang city, (Decision No. 2357/QĐ-TTg dated 4/12/2013 in approving Danang city planning adjustment to
2030 and the vision to 2050., 2013)Error! Reference source not found., the tourist space is arranged as
follows: Beach tourism along the Danang bay, from Xuan Thieu to Nam O - Truong Dinh - Hai Van; in the east
from Son Tra Peninsula to Quang Nam. Ecotourism of rivers and lakes is located along Han River - Vinh Dien -
Cam Le, Co Co, Cu De, Dong Nghe lake. Other ecotourism is positioned in a mountain resort in Ba Na, Suoi Mo
tourist area. In addition, there are some historical sites such as Cham museum, Dien Hai citadel, Ngu Hanh Son
historical park, K20 relic, Nghia Trung - Khe Trung historical site.
As can be seen in Figure 2, there is a similarity between tourist attractions and urban spaces of Danang which
are shown in Figure 1. Almost museums are located in Thanh Khe and Hai Chau districts. Urban transportation
has become an inevitable element of Danang tourism development.
In Danang seaside, there are new, beautiful and modern tourist routes such as Nguyen Tat Thanh street
running along Danang bay, connecting with Thuan Phuoc bridge, Le Duc Tho street (Son Tra peninsula) and
crossing Hoang Sa road, connecting the second coastal route. The second one starts at Hoang Sa Street, which
runs through the Son Tra nature reserve, winds along the southern peninsula, then joins Vo Nguyen Giap
Boulevard, Truong Sa road, and along this coastal road to Hoi An ancient town. These tourism routes contribute
significantly to the development of coastal resorts and resorts in Danang.
Before 1975, there was only a road bridge (now Nguyen Van Troi Bridge) and a railway bridge (the old Tran
Thi Ly bridge, which was demolished) across Han River in Danang. Since 2000, there have been five modern
road bridges built and put into operation: Han River bridge (2000), Tien Son bridge (2004), Thuan Phuoc bridge
(2009), Dragon bridge (2013), Tran Thi Ly bridge (2013). Among these, Tien Son bridge plays an important role
in transporting goods to Tien Sa port on trans-Asia road AH17, while four other bridges are popular with
tourists, which are the symbol of Danang city. They also contribute to attracting residents and service activities
to the east bank of Han river.
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Fig. 2. Danang tourist map
(Source: dichungtaxi.com, modified from tourism.danang.gov.vn/ban-do-du-lich)
With the characteristics of a resort tourism center, Danang has a dense density of accommodation. According
to Danang Statistical Yearbook (Danang Statistical yearbook 2016, 2017), in 2015, the city has 781
accommodation establishments, with 18,672 rooms and 28,023 beds. Five-star hotels and resorts such as
Vinpearl, Furama, Pullman, Hyatt are concentrated mainly on the east coast, mainly from My Khe beach to
Quang Nam province. In addition, the Intercontinental Danang Sun Peninsula Resort and Son Tra Spa & Resort
located at unique positions in Son Tra peninsula.
Son Tra Nature Reserve in which forest ecosystems on land and grass, coral on the island included is a
treasure trove of the city. The reserve is famous for its biodiversity, including 22 endangered species such as
wildcat, pygathrix (red-shanked douc). Tourism planning on the Son Tra Peninsula has been reviewed and
adjusted to keep a balance between economic benefits and reservation. Despite this, the most favorable locations
for the construction of tourism services have become private assets that bring inconvenience to local people
because of having no access to the beach, most notably in the area of Khue My (Ngu Hanh Son district). Solving
conflicts of resources usage is a key part of sustainable development.
3. Literature review
3.1 Urban brand image as a tourist destination
Urban branding can be understood as city branding based on culture and entertainment. Urban branding is a
place-making form to attract different stakeholders positively, especially creative class people (Jensen &
Richardson, 2005; Kavaratzis, 2005). According to Kavaratzis (2005), almost cultural destinations are urban
destinations since strong advantages are aggregated in urban. On new residents attraction perspective, urban
branding related to living moments of a city: production, text, and context (Gibson, 2005). In addition, cities can
attract tourists and investors through images of urban vitality. If a city has an image problem, it will be an
obstacle for new residence and investment. That is the reason why cultural symbolic is mentioned as a solution.
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Hence, tourists and suburban shoppers, investors can be attracted (Kotler, Haider, & Rein, 1993). As the result of
this, public school funding, retail, and housing development can come together, and all city residents will gain
benefit. The symbolic and material resources struggle can be dealt with media studies (Gibson, 2005, p. 261). To
get away from misconceptions in visitors’ mind about urban life, city planners can promote the urban images
through digital channels and offline channels.
Thorns and Palgrave (2006, pp. 141-143) mention the relationship between urban tourism and place-making
that encourage visiting and returning to the central cities. Then, the inner-city population will be increased as a
result. Urban tourism has been diversifying with old buildings/heritage preservation, new attractive construction,
mega malls and culture-led marketing. In other words, urban tourism is the remaking of city spaces in
consistence with tourism urbanization. Moreover, the urban tourists will have perceived images of cities through
city image-makers’ lens. Besides the purpose of investors and visitors attraction through the landscape, building
and social practices, positive city image toward residents is a significant element for place promotion. The
border between reality and illusion will be blurred through tangible (geography-space) and intangible things
(historical story telling - time) (Massey, 1995; Thorns & Palgrave, 2006).
As stated by Kolb (2006, pp. 4-12), tourism development results from the transportation infrastructure
development, disposable income increase, and communication technology improvement. This growth provides
chances for any city to develop itself as a tourist destination. In addition, tourism growth can also change the city
image more positively, attracts new residents and new entrepreneurs. When cities market themselves as tourist
destinations, a physical city such as building, city’s geographic setting, cultural facilities or religious buildings;
tourist services such as accommodations, cuisine, festivals, events, arts, entertainment; the lifestyles and value of
residents are included. Arising from these aspects, the image of a city can be exciting, historical, charming,
friendly, beautiful, artistic, ethnic, spiritual, licentious, family fun. According to marketing perspective, city
branding is one part of city promotion process that involves placing the city image in potential visitors’ mind.
3.2 Urban heritage tourism
Heritage tourism is a production or reproduction of the previous culture, approached in the relationship
between heritage and tourism as proposed by Nuryanti (1996). She analyzes the meaning of heritage in relevance
with an inheritance that is transferred thing from previous generations. Hence, heritage belongs to a cultural
tradition that is combined with the modern term tourism become heritage tourism. In other words, heritage
tourism occurs within a society that traditional and modern culture are mixed. Heritage tourism or cultural
heritage tourism is involved in national, regional, local cultures to attain international identity. The definition of
virtual reality is mentioned in tourism context which ways to communicate with the past are found.
Contemporary tourists can connect the past by using their imagination through self-discover journeys. Regarding
the tangible aspect of culture, heritage is manifested as monuments, historical remnants, artifacts can be
displayed in museums.
According to Chang, Milne, Fallon, and Pohlmann (1996), urban heritage tourism should be seen as a global-
local nexus which is consistent with global economic trends. Waterfront zones reflect the convergence of global
cultural trends through city authorities’ line. Thus, urban planners often choose heritage tourism as a unique
identity to differentiate their cities from the others. The authors mention the need of global-local harmonization
which reduces the conflict among city stakeholders. Consequently, unique urban development is related to
perceptions of visitors. Heritage expresses images of an urban culture that is helpful in creating a competitive
profile.
3.3 Destination brand personality
Crompton (1979, p. 18) stated that image is the sum of beliefs, ideas, and impressions that a person has for a
destination. According to Eliahu and Shaul (1993), the image is a product of information passing through a set of
filters which can be the information source, cultural and physical factors. The urban image is formed from the
available cognitive structure through selected perceptions. Two main dimensions of overall destination image are
cognitive and affective evaluation (Baloglu & McCleary, 1999). Additionally, symbolic and emotional based
benefits of viable city brand image creation can capture tourists’ attention effectively (Usakli & Baloglu, 2011).
So far Apostolopoulou and Papadimitriou (2015) consider destination personality in relation to the experience of
consumer and how its role in forming destination image. The authors also develop a holistic expression of urban
destination personality through the perception of different city stakeholders.
The terms brand image and brand personality have been used interchangeably in the literature ((Graeff, 1997;
Smothers, 1993), cited from Hosany, Ekinci, and Uysal (2006)). Developed from previous studies of researchers
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who use human personality as a basement for brand personality measurement, Aaker (1997) defines brand
personality as ‘a set of human traits associated with the brand’ with five dimensions: sincerity, excitement,
competence, sophistication, and ruggedness. These dimensions are adapted in research of Hosany et al. (2006) in
which 27 traits among original 42 traits were retained. The authors also approve that Aaker’s brand personality
scale is appropriate for places. In the tourism sector, Baloglu, Henthorne, and Sahin (2014) consider the overall
destination image of Jamaica about cognitive and affective evaluation, equivalent to rational and emotional
benefits (Hosany & Ekinci, 2003), and its brand personality. Similarly, Alejandro, Jesús, and Nieves (2016)
suppose that branding cities as destinations can be attached to their personality management. Hence, city
identification can be reinforced through understanding tourists’ perception. The results from these studies show
that destination brand personality reflects five dimensions proposed by Aaker (1997).
4. Methodology
This study adapts Aaker’s brand personality scale with the explanation of five dimensions from Alejandro et
al. (2016) in both terms of direct and indirect aspects. Since 2017 is the remarkable year with a national strategy
in tourism, tourism law promulgation, and action planning for Danang tourism. The research scope is urban
heritage tourism in Danang city of Vietnam from 2017 to now. The sample includes museums of Danang:
Danang museum, Cham Sculpture museum, Danang fine arts museum, Ho Chi Minh museum – Region V
military branch, Dong Dinh museum.
The online textual representation of Danang urban heritage tourism through 289 TripAdvisor reviewers was
retrieved in June 2018. This is a leading source of user-generated data using English as the main language for
reviewing, sharing travel experiences and perceptions. Its platform includes not only the opinions of visitors who
already experienced the place, non-visitors who have intensions to travel but also from residents sometimes.
As noted by Echtner and Ritchie (1993), using unstructured methodology can form the more holistic picture
of a destination image. According to Wong and Qi (2017), a non-iterative collection procedure makes the
unstructured data like this more objectively. Text-mining techniques are adopted to analyze the thematic contents
since 2017. The languages other than English are translated into English for analysis. The text-mining tool -
Nvivo 12 Plus - is used for content analysis. The target content is Danang urban heritage tourism related to
museums within the urban spaces of Danang since almost cultural destinations are an urban destination
(Kavaratzis, 2005), and urban tourism includes old buildings/heritage preservation (Thorns & Palgrave, 2006).
Based on frequencies of texts for Danang urban heritage image, the authors define which destination brand
personality they belong to and categorize them into different themes.
5. Data analysis
5.1 Data description
Urban heritage tourism of Danang is manifested through museum tourism since almost museums are located
at the heart of Danang. The number of online reviews for five museums is 289. Among them, Cham sculpture
museum is dominant with 197 reviews (68%), followed by Danang museum (38 reviews), Ho Chi Minh and
military zone V museum (33 reviews), Danang fine arts museum (20 reviews), and the least popular one – Dong
Dinh museum (only 1 review).
Dong Dinh, the only private museum in Danang that is located at Son Tra peninsula, not too far from Thuan
Phuoc – the longest suspension bridge in Vietnam. The interesting point is four remaining museums located near
three famous bridges – iconic constructions of Danang. Ho Chi Minh and military zone V museum is straight to
Tran Thi Ly bridge through two intersections. The newest techniques are applied in the bridge lighting with
demanding structure. Danang fine arts museum is also near the third junction to Han river bridge which is the
first one swings on its axis in Vietnam. Relocated on a perpendicular route near Administration building of the
city since 2005, Danang museum is covered by Dien Hai Rampart, the national historical monument marking the
first fighting of Da Nang soldiers and people against the French – Spanish Coalition Forces (1858-1860). The
most special one is Cham sculpture museum that owns the most beautiful position – opposite to the tail end of
Dragon bridge. This is the new cultural landmark of Danang which is official used in 2013. With dragon-shaped
design and fire-water breathing, the bridge takes an important role as a traffic linkage between Danang
international airport direct to the beaches and other main roads in Danang. This can be the reason for Cham
museum fame among Danang urban heritage tourism.
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Urban heritage image
The terms related to urban heritage tourism in Danang are explored. As can be seen in Table 1, the
percentage numbers reflect the ratio of frequencies of a term as compared to all collected terms of the subject in
each column.
Table 1. Categorized key items
Dong Dinh
museum
Danang fine
arts museum
Ho Chi
Minh and
zone V
Danang
museum
Cham
museum
Dang urban
heritage
tourism
museum
0.37%
0.03%
Art
Sculpture
Statue
Artifact
Photography
History and
culture
History
Culture
Cham
My Son
Hindu
Hybrid
Vietnam
War
0.64%
0.06%
0.09%
0.29%
5.42%
0.60%
2.69%
1.80%
0.28%
0.36%
0.13%
1.42%
29.36%
11.47%
3.67%
0.46%
4.28%
20.03%
0.20%
0.06%
0.92%
1.33%
0.43%
0.77%
0.77%
0.89%
0.43%
0.12%
0.06%
0.09%
0.34%
0.88%
0.05%
0.58%
0.84%
0.87%
0.18%
0.12%
0.02%
0.42%
0.05%
13.76%
8.72%
12.53%
4.74%
3.06%
5.35%
8.26%
12.08%
0.07%
0.68%
1.56%
0.44%
0.15%
1.01%
2.62%
1.9%
As stated by Wong and Qi (2017), a term should be eliminated if its percentage is below 0.4%. Hence, all the
terms in the first column can be a manifestation of Danang urban heritage image because their percentages are
high enough. Based on this criterion, the authors filter words with proper coverage. The quantity of remaining
words is 32 with the most frequencies. The image of Danang urban heritage tourism is visualized in Figure 3.
Fig. 3. Danang urban heritage tourism image
The size of the words shown in Figure 3 reflects the significance of the memorable image in tourists’ eyes.
As can be seen, urban heritage tourism of Danang is expressed as a worthy, beautiful place to visit with many
different great collections that well exhibited. The cognitive images such as Cham, history, culture, sculpture,
Vietnam people, war, art are salient things that cultural visitors can memorize.
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5.2 Destination brand personality
Similarly, 51 words related to destination brand personality are explored and shown in Figure 4.
Fig. 4. Destination brand personalities that form urban heritage tourism image
Through these words, the personalities of Danang as a destination are sincerity (nice, friendly), excitement
(interesting, enjoyed, amazing, great, impressive), competence (well, good, excellent), sophistication (beautiful,
fascinating). These personalities also reflect the affective image of Danang. Let see the coverage of these
personalities in Tabe 2.
Table 2. Destination brand personality of Danang manifested through urban heritage tourism
Sincerity
0.74%
Excitement
Competence
Sophistication
Nice
Friendly
Interesting
Enjoyed
Amazing
Great
0.47%
2.90%
1.00%
1.00%
0.94%
0.47%
Impressive
Well
1.73%
0.72%
0.41%
Good
Excellent
Beautiful
Fascinating
Total
1.03%
0.55%
1.58%
1.21%
6.31%
2.86%
52.76
23.91
13.21
10.12
Van-Anh T. Truong, Thao-Nguyen D. Nguyen/ MICA 2018 Proceedings
Fig. 5. Dimensions and traits of Danang destination brand personality in urban heritage tourism
The tourist-generated content analysis shows that excitement and competence are dominant personalities of
Danang urban heritage image with the coverages are 6.31% and 2.86% respectively. The followings are
sophistication (1.58%) and sincerity (1.21%). Only one review mentions Cham sculpture museum as a handsome
gentleman who belongs to the ruggedness of Aaker’s scale. Hence, excitement is the salient personality attached
to museums in Danang. This one reflects emotions of heritage tourists and their new experiences that are
different from the places where they come from (Alejandro et al., 2016). Four dimensions of destination brand
personality are shown in Figure 5.
6. Conclusions
Online urban heritage tourism image of Danang is formed by cognitive image and affective image. According
to Baloglu and McCleary (1999), cognitive evaluation is defined by knowledge and beliefs toward a destination.
The affective image is related to feelings about the place, here is reflected through destination brand personality.
Cognitive image of Danang museums in tourists’ mind is information about Vietnam people, history, culture, art,
sculpture, artifact, statue, Champa, hybridization, Hindu, war. These diverse collections are well exhibited and
worth for visiting. The supplementary of Danang museums image is an emotional evaluation of cultural tourists.
The affective image is formed by four dimensions which are sincerity, excitement, competence, sophistication.
Among 12 traits, the traits like interesting, enjoyed, amazing, great, well, beautiful are the dominant ones.
7. Implications and further research
The study suggests some implications for Danang museums management, especially for urban image makers
of government since almost museums in Danang are state-owned or belong to the military. Despite many
improvements in artefact preservation and museum management, there is a lack of promotion about this kind of
urban heritage tourism. The city planners can brand Danang museums as interesting, amazing, beautiful places
with many different collections about Vietnam people, history, culture, and art. More especially, Cham sculpture
museum which is located near Dragon bridge – the landmark of ancient and modern culture – worth to visit.
Additionally, the operators should pay attention to create a pleasant atmosphere not only inside but also outside
of museums. The outside green spaces such as trees in front of Cham museum, the perennial bonsai are
perceived as a bonus in tourists’ mind. Interestingly, many reviewers want to make good usage of their short,
spare time or consider museums as ideal rain shelters. This motivation can be used as an idea for promotion.
However, because of the hot weather in summer, Danang museums should be well-equipped to enhance the
friendly environment for heritage tourists. The light in Ho Chi Minh and military zone V also need to be
improved.
Regarding the academy, similar studies apply text-mining method, and content analysis can be developed.
The other sources of data that can be retrieved are Facebook, Twitter, travel forum. Beside urban heritage
tourism, further studies can consider the other urban landmarks and intangible cultural manifestation such as
bridges, religion buildings, cuisine, festivals and events, leisure. They also contribute to forming an urban brand
image. The relationships between cognitive image, destination brand personality and overall urban image can be
explored in the future.
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