دانلود مقاله ISI انگلیسی شماره 40943
عنوان فارسی مقاله

بازاریابی مقصد مشترک در منطقه ساحل جنوبی مرکزی ویتنام

کد مقاله سال انتشار مقاله انگلیسی ترجمه فارسی تعداد کلمات
40943 2015 10 صفحه PDF سفارش دهید محاسبه نشده
خرید مقاله
پس از پرداخت، فوراً می توانید مقاله را دانلود فرمایید.
عنوان انگلیسی
Joint destination marketing in the South Central Coast region of Vietnam
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Journal of Destination Marketing & Management, Volume 4, Issue 2, June 2015, Pages 88–97

کلمات کلیدی
رقابت - همکاری - سازمان بازاریابی مقصد - بازاریابی مقصد - فعالیت های بازاریابی مقصد - اقتصاد انتقالی
پیش نمایش مقاله
پیش نمایش مقاله بازاریابی مقصد مشترک در منطقه ساحل جنوبی مرکزی ویتنام

چکیده انگلیسی

This paper examines joint destination marketing in Vietnam, a transitional economy experiencing a rapid growth in tourism. Based on in-depth interviews with representatives of provincial destination marketing organizations (DMOs) and the analysis of their web-sites, the paper considers destination marketing by the eight provinces of the South Central Coast, the most dynamic tourism region in Vietnam. A comparative approach is adopted to examine the mix of individual and joint destination marketing activities undertaken by the DMOs, to analyze the relationships and structures through which joint destination marketing occurs and to identify the factors that influence individual and joint destination marketing. Despite major political, economic and cultural differences in the setting and the relatively recent development of tourism there, similarities are found between destination marketing in the region and that which occurs in developed economies. It is likely that these similarities will increase as Vietnam continues down the path towards a more open market-oriented economy. A mix of individual and joint destination marketing occurs, motivated or conditioned by economic factors and behavior that is both competitive and cooperative. Other influential factors include the diversity and complementarity of products which satisfy visitors׳ total experience, enhanced market reach and economic conditions. This analysis and the distinction between individual and joint destination marketing brings out inter-connections and tensions, and highlights the trade-offs which DMOs are faced with making in their destination marketing strategies.

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