Developing culinary nation branding strategy for Vietnam
Assessing Vietnamese cuisine brand abroad and the sufficient condition for Vietnam to create a culinary nation brand. Examining the link between culinary nation brand and destination brand in tourism. Finding the strategy of other countries in the world.
| Ðóáðèêà | Ìåíåäæìåíò è òðóäîâûå îòíîøåíèÿ |
| Âèä | äèïëîìíàÿ ðàáîòà |
| ßçûê | àíãëèéñêèé |
| Äàòà äîáàâëåíèÿ | 15.10.2020 |
| Ðàçìåð ôàéëà | 1,2 M |
Îòïðàâèòü ñâîþ õîðîøóþ ðàáîòó â áàçó çíàíèé ïðîñòî. Èñïîëüçóéòå ôîðìó, ðàñïîëîæåííóþ íèæå
Ñòóäåíòû, àñïèðàíòû, ìîëîäûå ó÷åíûå, èñïîëüçóþùèå áàçó çíàíèé â ñâîåé ó÷åáå è ðàáîòå, áóäóò âàì î÷åíü áëàãîäàðíû.
351.503
281
1.251
Total
1469.163
287
a. Dependent Variable: Cuisine Brand Equity
b. Predictors: (Constant), Culture Interest, The Media Factors, Tourism Impact, People Contact, Accessibility, Taste of dishes
In the ANOVA test, Sig. (F) <0.05, meaning a linear regression model is consistent with the data set.
Coefficients
|
Model |
Unstandardized Coefficients |
Standardized Coefficients |
t |
Sig. |
Collinearity Statistics |
|||
|
B |
Std. Error |
Beta |
Tolerance |
VIF |
||||
|
(Constant) |
3.745 |
.181 |
20.698 |
.000 |
||||
|
Taste of dishes |
.742 |
.051 |
.661 |
14.470 |
.000 |
.409 |
2.448 |
|
|
Accessibility |
.245 |
.072 |
.155 |
3.418 |
.001 |
.416 |
2.404 |
|
|
1 People contact |
.171 |
.083 |
.068 |
2.066 |
.040 |
.786 |
1.271 |
|
|
The Media |
.078 |
.083 |
.028 |
.935 |
.350 |
.956 |
1.046 |
|
|
Tourism Impact |
.235 |
.083 |
.091 |
2.834 |
.005 |
.825 |
1.211 |
|
|
Culture Interest |
.108 |
.047 |
.071 |
2.283 |
.023 |
.887 |
1.128 |
a. Dependent Variable: Cuisine Brand Equity
In Coefficients table, Sig. of “Taste of dishes”, “Accessibility”, “People Contact”, “Tourism Impact” and “Culture Interest” <0.05. Hence, these variables have significance on the dependent variable "Cuisine Brand Equity". Only Sig. of "The Media" > 0.05, meaning there is no significance for the dependent variable. The Media variable is dismissed from the model.
Considering the VIF (Variance inflation factor) to determine the correlation between the independent variables and the strength of that correlation. VIF of “People contact”, “Tourism Impact” and “Culture Interest” < 2. Thus there is no correlation between this independent variable and any other variable. However, VIF of “Taste of dishes” and “Accessibility” are between 2 and 5, concluding that the two margins are moderately correlated.
Standardized regression equation of Vietnamese cuisine brand equity in Russia: Cuisine Brand Equity = 0.661 * Taste of dishes + 0.155 * Accessibility + 0.91 * Tourism Impact + 0.71 * Culture Interest + 0.68 * People contact
In conclusion, the factors distribute to Vietnamese cuisine brand in the Russian market are: the taste of Vietnamese dishes is appropriate for Russian and foreign audiences (taste of dish); the availability of restaurants (accessibility); the recommendation and introduction through people (people contact); traveling to Vietnam (tourism); and the interest in Vietnamese culture of the respondents (cultural interest). Meanwhile, the media advertising Vietnamese cuisine in Russia is ineffective and having a negligible impact on Vietnamese cuisine branding in Russia.
In the next step, these factors are analyzed in detail:
Taste of dishes: National dishes of Vietnam
According to the regression equation has been built. “Taste of dishes” has the largest coefficients, which means the flavor of the dish is appropriate for the target customers is meaningful and decides whether the dish is accepted by the community. Due to the cultural differences, the cuisine of a distinct culture has significant differences in taste, which may be accepted or rejected in other countries.
Interviewing the owner of a Vietnamese restaurant “Nha Trang” in Saint Petersburg, one of the first Vietnamese restaurants opened in Russia in the 90s of the 20th century, as the owner of the restaurant revealed, in order to suit the taste of Russian people, the restaurant carefully selected which Vietnamese dishes might be adopted by Russian customers, and fine-tune the flavor to be more appropriate.
Thus, to promote the national cuisine in another country, it is necessary to find out which dishes might have the opportunity to be welcomed by people in that country.
In the survey, a list of dishes is shown for choosing, which dishes respondents “know”, “have tried” and “love”. The list of selected dishes is referenced from the menu of Vietnamese restaurants in Russia and currently well-known Vietnamese dishes in the world.
The collected data is as follows:
Table 5
The interaction level of respondents with Vietnamese dishes
|
The number of respondents who know Vietnamese cuisine |
The number of respondents who have tried Vietnamese cuisine |
The number of respondents who like Vietnamese cuisine |
|||||
|
Count |
Column N % |
Count |
Column N % |
Count |
Column N % |
||
|
Pho bo (Vietnamese Beef Noodle Soup) |
217 |
87.5% |
178 |
86.4% |
117 |
63.6% |
|
|
Nem (Spring rolls) |
171 |
69.0% |
143 |
69.4% |
65 |
35.3% |
|
|
Ca phe phin (Vietnamese coffee) |
116 |
46.8% |
71 |
34.5% |
17 |
9.2% |
|
|
Goi Cuon (Vietnamese Fresh Spring Rolls) |
109 |
44.0% |
86 |
41.7% |
32 |
17.4% |
|
|
Bun Cha (Noodles With Grilled Pork) |
84 |
33.9% |
65 |
31.6% |
29 |
15.8% |
|
|
Banh Mi (Vietnamese sandwiches) |
63 |
25.4% |
35 |
17.0% |
8 |
4.3% |
|
|
Banh cuon (Vietnamese Steamed Rice Rolls) |
50 |
20.2% |
30 |
14.6% |
6 |
3.3% |
|
|
Banh Xeo (Crispy Pancake) |
41 |
16.5% |
24 |
11.7% |
10 |
5.4% |
|
|
Others |
3 |
1.2% |
7 |
3.4% |
5 |
2.7% |
To measure which dishes are preferred and well-received in Russia, BCG Matrix is used. The matrix evaluates the potential of each Vietnamese dish and its suitability for the Russian market. Two dimensions of the model are the popularity of the dish and the favorite of the audience for the dish. In which:
Popularity Level = The number of respondents who know Vietnamese cuisine Favorite/Interest Level = The number of respondents who like Vietnamese cuisine / The number of respondents who have tried Vietnamese cuisine.
The result is presented in Figure 11:
According to the BCG Matrix Model (Figure 11), “Pho Bo” is currently the most well-known and preferred dish, followed by “Nem (Spring rolls)”. Other dishes such as “Bun Cha”, “Goi Cuon” and “Banh Xeo” are less popular, nevertheless, received a high level of interest. These dishes have the potential to grow and should be considered to be served in restaurants but need more market surveys.
Figure 11. Vietnamese cuisine dishes analysis by using BCG Matrix Low * PhoBo *Netn * Bun Cha Goi cuon Vietnamese coffee * Banh Mi OBanhxeo * Banh cuon
Source: Developed by author
Thus, in the Russian market, “Pho Bo” and “Nem (Spring rolls)” are creating a strong impression and are symbols of Vietnamese cuisine. Two dishes have the potential of becoming a strategic dish if a cuisine promotion action in Russia is implemented by the Government.
Accessibility: Restaurants and Festivals
In order to brand the national cuisine in foreign countries, the presence of restaurants and food festivals is essential for providing culinary experience opportunities to foreign publics. In Russia, the number of restaurants serving Vietnamese cuisine as of March 2020 is 636 restaurants. The restaurants are assessed by the geography and the characteristics/type of the restaurant, the advantages and disadvantages.
Geographically, the number of cafe and restaurants mostly concentrated in two major cities, Moscow (39%) and Saint Petersburg (14%). Thus, citizens of these two cities have more opportunities to experience Vietnamese food than other regions of Russia (Figure 12).
Figure 12. The distribution of Restaurants by geography. Source: Developed by author
Besides Moscow and Saint Petersburg, Vietnamese cuisine has appeared in 55 other regions of Russia: Moscow Oblast (4%), Krasnodar Krai (4%), Omsk Oblast (4%), The Tatarstan Republic (3%), Nizhny Novgorod Oblast (2%), Sverdlovsk Oblast (2%), Primorsky Krai (2%), Novosibirsk Oblast (2%), Krasnoyarsk Krai (2%), Samara Oblast (1%), Perm Krai (1%), Irkutsk Oblast (1%), Rostov Oblast (1%), Chelyabinsk Oblast (1%), The Bashkortostan Republic (1%), Kaluga Oblast (1%), Tula Oblast (1%), Khabarovsk Krai (1%), Vladimir Oblast (1%), Tomsk Oblast (1%), Vologda Oblast (1%), Ulyanovsk Oblast (1%), Orenburg Oblast (1%), et cetera.
Figure 13 Vietnamese cuisine in different types of restaurants Source: Developed by author
More specific data in Appendix 3.1 Vietnamese cuisine in the restaurants and cafe.
Characteristically, these restaurants or cafes are divided into three main categories: restaurants or cafes mainly serve Vietnamese food (412 restaurants, accounting for 65%); Asian restaurants or cafes serve Vietnamese food besides Chinese, Korean, Japanese or Thai cuisine (157 restaurants, accounting for 25%); General restaurants or cafes serve Vietnamese dishes besides Russian or from other countries (66 restaurants, accounting for 10%) (Figure 13).
In term of branding, each of these restaurant types has their own impact on the Vietnamese culinary brand. Firstly, In the general restaurants, Vietnamese dishes served along with dishes from other countries, such as Russian or European cuisine on the menu, is maintained to reach out to large customers or to those who has no intention to try Vietnamese food before. However, the level of cuisine branding in these restaurants is slight. In Asian restaurants, the recognition of Vietnamese culinary brand from Asia is more prominent, but it face the obstacle of confusion about the its origin. In point of fact, there are many people in Russia assume the origin of “Pho Bo” is Chinese cuisine or TomYum (Thai cuisine) is from Vietnam.In Vietnamese restaurants where Vietnamese food is mainly served , the Vietnamese culinary is firmly branded. As the observation, Vietnamese restaurants regularly exploit the names of well-known dishes and Vietnam famous tourist destination to label restaurants such as “PhoBo”, “Phobo & Bar”, “Nem & Pho” , “Nem Nem”, “Pho Cafe”, “Ipho”, Pho Viet”, “Pho Hanoi”, “Hanoi city”, “Nha Trang”, “Saigon”.
For advertising, the majority of restaurants utilize social networking platforms as the main channels of promotion such as Instagram, Vkontakte, Facebook; creating official websites, updating information on the Internet such as Google Map, 2GIS, Yandex Map or TripAdvisor for easy access.
In recent years, Vietnamese restaurants in Russia are currently increasing both quantity and quality of service.
In term of quantity, many famous restaurant brands have launched restaurant branches in various locations. Some of the outstanding examples are the success of “Bô” restaurant with more than 13 restaurants across Russia. Or the “Vietcafe” restaurant chain has more than 10 restaurants in Moscow and other restaurants in Ryazan, (Russia) and London (UK). In Saint Petersburg, Pho'n'R oll restaurant chain is present in more than 5 different locations, including restaurants and kitchen of luxury hotel. In addition, the development of Vietnamese culinary brands in Russia has contributed by the Russians. Vietnamese cafe chains such as “Lao Lee” (Moscow), “Uncle Ho” (Saint Petersburg), “Bô” are run by Russian owners. The restaurants or cafe located on the main streets or in shopping centers is opened on a larger scale, which is attractive to customers, particularly Russian customers. The number of Vietnamese restaurants in a city correlates with the number of Vietnamese people living in that region or city. Restaurants are commonly concentrated in densely populated areas of Vietnam such as Moscow, Saint Petersburg, or Kazan.
In terms of quality, the number of dishes being served is becoming gradually diverse, instead of several simple dishes comparing to a few years ago. Vietnamese cuisine is served in many different forms such as Casual dining restaurant or Café.
According to current observations, one of the Vietnamese restaurant's characteristics is an affordable price. The customers of Vietnamese cuisine are mostly people aged 18-35, so affordable price with tasty food are the strong points that attract them. Some successful fast-food cafes are “Lao Lee”, “Bô” or “Ipho”, “PhoBo”. By contrast, the restaurants such as “Viet Soul”, “Pho'n'Roll”, “Trong Dong” are usually served professionally with the higher standards than the cafe, and the price is simultaneously more expensive. Currently, the Vietnamese fast-food cafe is more prominent by owning the list of valuable factors such as eminent street food brand, affordable prices for young people, the ability of the approach to a large number of customers and operating costs are economical.
However, the restaurant business of Vietnamese cuisine in Russia currently are being faced many difficulties, disadvantages and become the obstacles of Vietnamese cuisine branding process in Russia:
• Several cafes operated by Vietnamese owners with small scale and often located in markets or Vietnamese community area. These cafes, due to less information on the internet, are more difficult to access, mainly serving Vietnamese and some people living around.
• As the reviews by many people, the small restaurants opened by Vietnamese people often taste better. However, these restaurants face hygiene problems. While some restaurants on the main streets of the city are beautifully decorated with a more professional service but still face the other problems. Some Vietnamese restaurants are operated by Russian owners and the taste of the dish is modified in their own way, leading to deviations from the original flavor. This modification somehow influences the customer's food experience and influence the brand of Vietnam's national cuisine to foreign guests.
• Others problem is the shortage of skilled and qualified human resources such as chefs, professional service staff; customer dissatisfaction in terms of hygienic quality standards; difficult accessibility to restaurants (address); ingredient supply issues for cooking; lack of cultural factors are not utilized in building the image of Vietnam in some restaurants as well as the strategic vision of the restaurant owners.
What have the authorities done to support Vietnamese restaurants in Russia, especially to overcome these deficiencies? According to the interview with Mr. Thang, the owner of Nha Trang restaurant with nearly 30 years of experience in the Vietnamese restaurant business, so far the support of the Vietnamese authorities such as Embassy or Ministry is negligible. Restaurant owners primarily operate their businesses based on market needs and their abilities. There has been almost no authority involvement in supporting Vietnamese restaurants to promote the national cuisine brand in Russia.
About Vietnamese food festivals in Russian, the Vietnamese Embassy in Russia has other activities every year to popularize the Vietnamese cuisine brand in Russia through events. The Embassy cooperates with the management of the commercial center “Hanoi-Moscow” (Incentra) organizes annual Vietnamese food festivals here. These festivals were first held in September 2017 and so far have been maintained 2-3 times a year. Most recently, the “Vietnamese street food festival” (ôåñòèâàëü âüåòíàìñêîé óëè÷íîé åäû) was held from March 7-9, 2020. This festival has the presence of many Vietnamese restaurants, the food products are introduced and sold to the public, accompanied by activities such as performing arts, folk games to learn about Vietnamese culture.
In summary, there have been Vietnamese restaurants and Vietnamese food festivals in Russia, but these locations are mainly concentrated in the two major cities of Moscow and Saint Petersburg; The service quality of the restaurants is still uneven, some restaurants are in small-scale and do not meet high standards; the absence of authorities to support restaurant owners. Food festivals need to be organized more regularly and at different locations.
People and media
In order to determine how the respondents know about Vietnamese cuisine, the question is “How did you know about Vietnamese cuisine?”
Table 6
The ways how respondents know about Vietnamese cuisine
|
Count |
Column N % |
||
|
Recommended by friends |
103 |
40.6% |
|
|
From Vietnamese people |
88 |
34.6% |
|
|
Found out by yourself |
85 |
33.5% |
|
|
How did Media (movies, music, video) |
75 |
29.5% |
|
|
you know c Social network |
61 |
24.0% |
|
|
ar ut Food Festivals Vietnamese |
56 |
22.0% |
|
|
cuisine? From newspaper, magazine |
27 |
10.6% |
|
|
Restaurants |
12 |
4.7% |
|
|
University |
6 |
2.4% |
|
|
Others |
1 |
0.4% |
Source: Developed by author
The choices can be classified into groups: ways to access cuisine through people contact (direct) and access to food through Media (indirect).
Figure 14 The approach method to information about Vietnamese cuisine. Source: Developed by author
From the survey, 40.6% of people know about Vietnamese cuisine directly through the recommendation of friends, 34.6% through the introduction of Vietnamese people, account for the highest proportion. People-to-People contactsare presented during food festivals due to the interaction between people. Festival is a place where the publics are able to directly experience food of another country, meantime, to discover the information about people and culture of that nation. According to the distribution (Figure 14), the foreign public knows about Vietnamese cuisine mainly through People-to-People contact or direct approach.
Meanwhile, indirect approaches can be listed with mass media, articles, newspapers, books, or social networks. As the regression analysis have been done, the Media has no effect on Cuisine Brand Identity in the observation group. Hence, it can be explained by two hypotheses: The impact of media on consumption decisions of the publics is none, or The promotion activities through the media are not effective.
In fact, the media, including mass media, social media and newspapers, is very important for promoting and branding. According to analyzed data from the survey, most people who know Vietnamese cuisine only through Media have a small motivation and desire to experience food. Consequently, the current promotion of Vietnamese cuisine via the Internet is ineffective and has made a small influence on the foreign public. In conclusion, in order for Vietnamese cuisine to be known more widely and effectively to the foreign publics, it is necessary to change the way of advertising and promoting on the Internet (mass media, social media, online newspapers and magazines) to be more attractive and fascinating. brand vietnamese nation cuisine tourism
Additional information: In Russian market, as of March 2020 on Instagram, hashtag #Âüåòíàìñêàÿêóõíÿ (Vietnamese cuisine) has been used in nearly 40,000 posts written by Russians, hashtag #ôîáî (Pho Bo) in 24,000 posts or h ashtag #Âüåòíàì (Vietnam) used up to 1.9 million posts, which are mostly shared by Russians about their travels, vacations in Vietnam or their food experience. This can be considered as a good sign for Vietnamese cuisine brand in Russia and expresses the welcome of Russians for Vietnamese cuisine.
Overall, people-to-people are the most effective interactive channel in cuisine branding and should be chosen as the strategic promotion channel. Additionally, the media plays an important role, but in Russia this advertising activities, images and information are unattractive and as a consequence, the target audience has little motivation to experience cuisine. The promotion through the mass media needs to be changed and diversified.
Cultural interest
Food or cuisine is a part of the culture, telling the story about the culture and history of a nation. When foreign publics are interested and desire to explore the culture of a nation, their tendency is the desire to experience food its national cuisine.
Among the respondents, those who are more interested in Vietnamese culture are those who often experience Vietnamese cuisine and actively introduce it to their friends. Thus, raising cultural interest in foreign publics has the capability of attracting their interest in cuisine. Cultural promotion can be completed through culture and food festivals, cultural exchange programs held abroad or on broadcast programs, books and magazines.
Tourism impact
Food has a strong relationship with tourism and travel experience. Tourism is the first way that people from a country get access to the cuisine of a new culture. The first travelers from a different culture experience the original cuisine of another culture directly in the hometown of that cuisine through traveling. After the trip, a nation's culinary brand is basically shaped in every tourist's mind and they become ambassadors for new national cuisine in their country. Tourism has a great impact on cuisine branding.
In the question group about “tourism”, 48 respondents (16%) have been to Vietnam. Among 48 people who have been to Vietnam mainly came to Vietnam after 2000, especially 2018-2019 is the period with the highest number of visits. Among them, 38% have travelled to Vietnam more than one time. The average travel period is 1-2 weeks. Most of Vietnam destinations they have been to is Da Nang, Nha Trang, Hanoi, Ho Chi Minh City, Ha Long Bay, Hue. In particular, these destinations have remarkable and diverse cuisine.
When mentioning about their impression of being in Vietnam, 73.3% think their impression of Vietnam is “delicious food”, “landscape” - 68.9%, “friendly people” - 55.6%, “warm weather” - 42.2% and the other factors is culture, architecture, history - 11.1%. Thus, cuisine is a strong impression of foreigners coming to Vietnam and becoming a brand of Vietnam image.
Table 7
The opinion of respondents on impressions when coming to Vietnam
|
What is the best impression of Vietnam? |
Count |
Column N % |
|
|
Delicious food |
33 |
73.3% |
|
|
Landscape |
31 |
68.9% |
|
|
Friendly people |
25 |
55.6% |
|
|
Weather |
19 |
42.2% |
|
|
Others (Culture, Architecture, History) |
5 |
11.1% |
Source: Developed by author
According to the Vietnam National Administration of Tourism, in the period from 2019-2019, international tourist arrivals continued to increase with an average annual growth rate of 18%. The number of tourists in 2019 is more than 18 million, an increase of 16% for 2018 (Figure 15). The number of tourists from Russia in 2019 is 646 thousand, accounting for 3.6% of the total number of international tourists coming to Vietnam, ranked 5th after China, South Korea, The US. and Japan. With a warm climate and a long coastline, Vietnam mainly attracts tourists by its natural beauty, resorts and cultural and historical tourism. Popular destination brands for tourists are Nha Trang city, Phu Quoc island, Ha Long Bay, Da Nang and Hoi An, Hue, Ha Noi Capital, Ho Chi Minh city.
Table 8
Foreign tourists come to Vietnam (2009-2019). Source: Database from Official website of Vietnam National Administration of Tourism
|
2009 |
2010 |
2011 |
2012 |
2013 |
2014 |
2015 |
2016 |
2017 |
2018 |
2019 |
||
|
International |
3,776 |
5,034 |
5,921 |
6,744 |
7,581 |
7,887 |
7,898 |
10,01 |
12,92 |
15,49 |
18,00 |
|
|
tourists |
,708 |
,712 |
,925 |
,158 |
,564 |
,013 |
,852 |
2,735 |
2,151 |
7,791 |
8,591 |
|
|
Russian |
66,20 |
82,75 |
101,6 |
174,2 |
298,1 |
364,8 |
338,8 |
433,9 |
574,1 |
606,6 |
646,5 |
|
|
tourists |
3 |
1 |
31 |
87 |
26 |
73 |
43 |
87 |
64 |
37 |
24 |
Figure 15: Foreign tourists come to Vietnam (2009-2019). Source: Database from Official website of Vietnam National Administration of Tourism
In recent years, Vietnam National Administration of Tourism has focused on building and promoting the brand image of tourist destinations to the world. In the period of 2011 - 2020, the logo for Vietnam tourism destination brand is designed with message: “Vietnam - Timeless Charm”. Ministry has launched a tourism campaign #Vietnam NOW focus on promoting Vietnam image on the mass media; the official website for tourism is https://vietnam.travel/. On this website, information about tourism is provided specifically with articles, albums, videos and 360-degree tours to famous Vietnam landmarks. The website interface is attractive and logically designed. The display languages are Vietnamese and English. Besides, Ministry takes advantage of social networks for promotion such as Facebook, Instagram and YouTube, On these social networks, the admin actively interact with users through encouraging users to share photos and experiences in Vietnam, answering Q&A, organizing contests related to Vietnam tourism and culture.
Collaborating with promoting cuisine, the Ministry leverages tourism promotion channels, integrated with food promotion. On the official website, in the “Food” section, the website introduces dishes through inspirational stories, places to enjoy and sharing recipes. On YouTube, videos about Vietnamese cuisine are made beautifully and inspirationally. Role of mass media in promoting the nation brand cannot be denied in the current era, especially in tourism.
The Vietnamese Ministry of Tourism actively organizes and participates in international-scale event to promote Vietnamese cuisine. Starting from 2016, “Hoi An International Food Festival” is an annual festival and is held at the famous tourist destination of Vietnam - Hoi An with the gathering of many international chefs and experts in food and tourism in the world. The most recent event of this festival is in March 2019. Another notable activity is the “Asia Food and Beverage Summit” held in Ho Chi Minh in 2020 with the participation of the Vietnam Cuisine Culture Association (VCCA) and the Restaurant Association of Vietnam (RAV) and the member countries of the Association of Southeast Asian Nations (ASEAN) Vietnam participate in the annual “ASEAN food festival” in Myanmar or in food culture exchange festivals with other countries by the Embassy, such as “Vietnam Tourism and Culture Festival” in South Korea.
Vietnam in recent years has been increasingly affirming its position on the world cuisine map by many international culinary experts as well as being loved by many tourists when coming to this country. In 26th World Travel Awards for the Asian region, Vietnam won the following categories: Asia's Leading Culinary Destination 2019, Asia's Leading Cultural Destination 2019, Asia's Leading Destination 2019 and Asia's Leading Cultural City Destination 2019 (Hoian, Vietnam).
In conclusion, tourism has a great impact on culinary brand. Culinary nation brand can be improved through the tourism promotional channel. Some ways to advertise culinary are through tourism such as organizing food festivals at popular tourist destinations, organizing culinary tours and introducing famous restaurants for tourists.
The impact of culinary nation brand on tourism
Tourism is a factor of promoting cuisine brand for foreign publics. Simultaneously, cuisine is the factor affecting back on tourism.
When foreigners experience the cuisine of a new country, the destination brand, where that cuisine originates, is shaped in the minds of foreign visitors, motivating their desire of traveling to new countries or destinations.
Among 292 respondents, there are 170 people, accounting for 58% willing to come to Vietnam in the next few years. Especially, 47 out of 292 respondents (16%) plan to come to Vietnam in 2020.
Regarding the purpose of coming to Vietnam, 82% of respondents intend to visit Vietnam for tourism purposes; 10% of the respondents plan to come to Vietnam for study purposes and 8% for other purposes such as business trips or family visits. Thus, Vietnam is being famous as a tourist destination.
In addition, among 292 respondents, only 48 people, accounting for 16%, have been to Vietnam. Hence, a large proportion of the remaining people have never been to Vietnam but have experienced Vietnamese cuisine in Russia.
To assess the impact of a culinary brand on tourism, the link between the culinary experience of foreign publics and the decision to travel to Vietnam is shown through the following table and chart:
Table 9
The link between those who have eaten Vietnamese cuisine and the willingness to come to Vietnam in the future
|
Are you planning to go to Vietnam in the next few years? |
Have |
you ever tried Vietnamese cuisine? |
|||
|
Have tried Vietnamese cuisine |
Have NEVER tried Vietnamese cuisine |
||||
|
Count |
Column N % |
Count |
Column N % |
||
|
No |
74 |
35.2% |
48 |
58.50% |
|
|
Yes |
95 |
45.2% |
28 |
34.10% |
|
|
Yes (in 2020) |
41 |
19.5% |
6 |
7.30% |
|
|
Total |
210 |
100% |
82 |
100% |
Figure 16. The link between those who have eaten Vietnamese cuisine and the willingess to come to Vietnam in the future. Source: Developed by author
In the chart (Figure 16), among those who have tried Vietnamese cuisine , the percentage of people willing to come Vietnam in the future (64.7%) higher than the percentage of people not planning to come to Vietnam (35.2%). Meanwhile, this proportion among those who have never tried Vietnamese cuisine is opposite. Thus, those who have already eaten Vietnamese cuisine tend to want to come to Vietnam in the future more than those who have never tried Vietnam cuisine before. National cuisine served and promoted abroad has an effect on destination branding in tourism.
In summary, in tourism, the nation brand is considered as a destination brand and having a strong relationship with the cuisine. Foreign audiences have the opportunity to know the destination brand by experiencing new cuisine of another culture right in their home country even if they have never been to that country. A successful culinary nation brand abroad is helpful and has an influence on destination branding and developing tourism.
Gastrodiplomacy's campaigns
A rich and unique cuisine, if simply relying only on its core values and flavors, is having less opportunity to become popular beyond the territory of a country. Therefore, the role of people in promoting is important. Be a representative of a nation, the Government plays a vital role in promoting cuisine and culinary brand of the nation. Gastrodiplomacy is an effective technique for culinary nation branding on an international scale and communicating with the foreign publics.
The following are the summaries of Gastrodiplomacy's campaigns that governments of Thailand, Korea, Japan, and Taiwan have implemented. These are countries and Vietnam have a lot in common in terms of geography and culture. Based on these summaries, the Vietnamese government can choose ways of implementation, which are are appropriate to the conditions of the country:
* Restaurants and Cafes abroad
Increasing the number of restaurants is considered as the most used campaign. In its campaigns called the “Global Thai Program” in 2002, the ambition of the Thai authorities was to increase the quantity and quality of Thai restaurants abroad, especially in the US. The number of Thai restaurants in the US increased exponentially, from 500 to 2000 restaurants by 2002 after 1 year. The Thai government is sending Thai chefs abroad, exporting ingredients and food and improving the quality of Thai restaurants (Suntikul, 2017). The campaign “Thai Kitchen to the World” is implemented to enhance the Thai restaurant quality and certificate high standard Thai restaurant worldwide. Similarly, under “Global Hansik Campaign” world up to 2017, South Korea's goal is to open 40.000 restaurants around the world that meet quality standards. (Pham, 2013). In 2010, “Malaysia Kitchen for the World” campaign was created with the mission of promoting Malaysian restaurants and cuisine in the US, particularly in New York City metropolitan area. The campaign encourages chefs and owners of restaurants to open new Malaysian or Malaysian-inspired restaurants and promote Malaysia's cuisine and culinary heritage among guests. Taiwan extends its chain stores around the world (Zhang, 2015). Accessibility is developed by trucks, food vendors on the streets or cafes. In Los Angeles, the US, Chinese, Korean or Japanese food trucks are full on the streets (Rockower, 2010). Taiwanese coffee chains are opened widely in California, the US (Rockower, 2010).
• Festivals and Events
The events are organized to provide guests with access to food, including food festivals, showcase, food and cultural exchanges between countries.
With Gastrodiplomacy Global Hansik Campaign "Korean Cuisine to the World" and The Annual “World Hansik Festival”, South Korea is active in organizing festivals across the world with cooking class, cooking show, food tasting in the festival. Taking advantage of the success achieved in spreading culture through film and music (Kpop) to the foreign public earlier, during this promoting food campaign, the Korean government integrated culinary events into music and cultural events. (Nirwandy & Awang, 2014). Korean food events are always on a large scale, guests are free to experience food cooking and tasting.
In Gastrodiplomacy campaign of Taiwan, the government efforts to organize international food festivals, food events abroad. Taiwan organizes the Annual “Taipei International Beef Noodle Festival” or held Taiwan Gourmet Night in the US. (Zhang, 2015). The vision of this country is to attract tourists in the direction of food tourism by festivals (Chapple-Sokol, 2013).
The campaign “Malaysia Kitchen for the World” runs the event “Malaysia week” in the US. Malaysia is an active country hosting many different festivals every year such as “Penang International Food Festival”, “Malaysia Fest” in Bangkok, Thailand or “Malaysia Thailand Halal Food Festival”.
• Advertising and media relations
Countries have invested heavily in building images on the mass media, including official tourism websites, using social network platforms, beautifully designed promotional images and videos. Artists and celebrities participate in the promotion of food in campaign Hansik of South Korea (Pham, 2013). Under Hansik
Campaign, the official website “Korean Food - A Taste of Korea” is created with the management of Korean Food Promotion Institute. Website provide information about Korean food, culinary heritage, recipes and address of Korean restaurants in the world.
Malaysia created website to provide the information on Malaysian cuisine, Malasyian restaurants addres and about the campaign “Malaysia Kitchen for the World”52. Another example, Malaysia has implemented a culinary promotion channel on YouTube with the participation of famous chefs (Zhang, 2015).
• The recognition of world organizations
Before achieving public recognition, nations endeavor to seek recognition by world organizations such as UNESCO and world culinary associations. UNESCO's Intangible Cultural Heritage is one of the nation's culinary recognition that many countries have strived to achieve such as "the gastronomic meal of the French" by the campaign of France, “Washuko” - Japanese, “Kim chi” - Korean, Coffee - Turkey, Mexican cuisine (Zhang, 2015, Ichijo & Ranta, 2016, Suntikul, 2017).
Establishing culinary destinations is part of a nation's gastrodiplomacy campaign. A UNESCO project to honor the world's culinary destination named “Cities of Gastronomy”. Becoming a “City of gastronomy” is a culinary destination branding plan and actively supporting food and tourism promotion to the public. In Asian region, Phuket (Thailand), Jeonju (South Korea), Tsuruoka (Japan), Chengdu, Yangzhou, Shunde, Macao (China) are “Cities of Gastronomy”.
In addition, countries enhance the reputation of their restaurants with a certificate of quality, such as being listed in the world's fine dining authority Michelin Guide in the gastrodiplomacy campaign of Malaysia or Japan (Zhang, 2015) or Thailand certified their restaurants abroad with the mark of quality “Thailand's Brand” licensed by the Royal Thai Government ( Suntikul, 2017).
• Cooking class and educational program
Korea wants to popularize the cooking Korean food through the campagin Hansik. The Peruvian authorities promoted Peruvian cuisine through cooking programs, published Peruvian cookbooks under the framework of “Peru Mucho Gusto” campaign (Wilson, 2013).
Meanwhile, Japan,Thailand or Malaysian focus on professional training of high quality human resources, opening schools, courses and seminars, dispatch instructors and chefs to conduct workshop abroad. In the program “Chef Education” under the gastrodiplomacy campaign framework, Malaysian chefs teach cooking classes and culinary education seminars at the top cooking school of the US. Japanese cooking school is opened in the UK (Zhang, 2015).
• Collaborate with business organizations in promoting food
The campaigns include not only the public sector involvement but also the private sector involvement. These are airlines, food manufacturers, or hotel systems. Currently, most airlines include national cuisine on the menu to serve customers on the airplane. In 2013, Japanese airline ANA introduced its Introduces campaign “Tastes of JAPAN by ANA”. Accordingly, the airline diversifies the menu for customers by Japanese regional cuisine.
Food manufacturing businesses expand overseas markets, selling ingredients and food products with national culinary brand packaging. Korean Food company with the support of the Korean government exports Korean food products to foreign countries, and simultaneously releases “Bibigo Brand Book” (Zhang, 2015).
In hotel chains of global hotel groups hosting food feasts, chefs from hotels from other countries come to perform and cook for guests, such as Four Season, Shangri-La Hotel.
• Ambassador program
Along with all activities, the human element always plays an important and decisive role. In order to find a representative for the promotion of culinary images, countries develop ambassador programs, which include professional chefs, students of educational institutions, celebrities. In “Amazing Thailand Culinary Ambassador,” Thai chefs performed cooking shows and familiarized Thai cuisine with people in North America. In the framework of “Global Hansik” campaign, Korean students abroad become representatives in food festivals. In gastrodiplomacy campaign of Taiwan, Taiwanese chefs are cooking and touring in the US (Suntikul, 2017). Malaysia chose eminent chefs as Malaysia's Food Ambassador and touring to The US., Middle East region and European countries (Solleh, 2018).
* Choosing representative national dishes In order to build a culinary brand, choosing a typical dish to become a culinary nation brand is what most countries need to do. “Dim Sum”, “Bubble Tea” or “Sinky Tofu” are chosen by Taiwan (Rockower, 2010). Kim Chi (Rockower, 2010), the main dishes - “Bibimbap” or “Bulgogi”, street food “Tteokbokki” ( Solleh, 2018). Sushi has become a Japanese brand, Pizza and Spaghetti become Italian brands are the examples of a culinary nation brand have been formed.
In brief, gastrodiplomacy is a campaign that has a close relationship with culinary nation branding. A gastrodiplomacy campaign is carried out on a large scale internationally, can be last 1 - 5 years and is directed by the authorities and the Government. A gastrodiplomacy campaign involves a variety of activities, simultaneously, supporting and complementing each other.
In this chapter, the analyses of Vietnamese cuisine in Russia are from overview to detail, culinary factor in the nation brand of Vietnam, the campaigns to uphold national image through the cuisine of other countries are presented. Based on these studies, short-term and long-term strategies for branding the national image of Vietnam through cuisine can be discussed and initially outlined.Chapter 4: Discussion of culinary nation branding strategy for Vietnam
Culinary nation branding: Conceptualize and Model
The concept of "culinary nation brand" in this research is developed from the definitions of nation brand and food in national identity. “Culinary nation brand” is a nation brand that contains the culinary element. A nation/country having a culinary nation brand is the country famous with a rich cuisine and become a culinary destination. Culinary nation brand creates an intangible and emotional connection with foreign publics.
Understanding culinary nation branding as the promotion of one or several national dishes is incomplete. Culinary nation branding spread of the cultural beauty in cuisine, in cooking and dining manner. Cross-culture in cuisine is the concept exploding across the world in the last 10 years. Eating Japanese sushi rolls by chopstick are becoming popular in Europe. In contrast, using cutlery in dining, dairy product (milk and cheese), Spaghetti, Pizza are emerging in Asian countries.
The benefits of a successful culinary nation brand are for both the public and private sectors. The culinary brand enhances the position and reputation of the country to foreign publics as a soft power, facilitating diplomatic activities and foreign affairs. A strong culinary nation brand benefits to foreign trade, food products exports abroad, overseas restaurant business, tourism promotion. Thus, promoting the culinary nation brand is the responsibility of the government, businesses and individuals.
In culinary nation branding, the Government plays the most important role, the role of a leader who outlines policies and strategies, guides and supports businesses and individuals operating and living abroad. There is no coincidence when a wide range of Thai restaurants are opening around the world, especially in the US, or the representatives from many countries participate in cultural and culinary exchange programs and festivals on an international scale. All of these efforts are implemented by the Government aimed at making national cuisine more widely known around the world. Gastrodiplomacy is the strategy used by the Government for this purpose.
With the results obtained from the analysis of Vietnamese cuisine in the Russian market as well as references from the Gastrodiplomacy campaigns of countries, a proposed model with the elements for a culinary nation branding is established including Government participation, core values of cuisine, accessibility to cuisine for foreign publics, individuals involvement, cultural and tourism factors (Figure 17).
Figure 17 Proposed Culinary Nation Branding Model. Source: Developed by author
Government: Nation brand is the concept at the national level, therefore the participation of Government is essential and indispensable. For a culinary nation branding strategy, the Government plays a leadership role in devising schemes. The representative of the Government is the Ministry of Tourism, Embassies, and Authorities with policymakers role. Gastrodiplomacy is the proposed international cuisine promotion policy in this research.
Value: The core value of a culinary nation brand is national cuisine. For brand positioning, it is necessary to determine the core value of national cuisine, the special characteristics of cuisine, determine typical dishes for branding in each specific market. Before implementing culinary nation branding, it is necessary to conduct market research, customer research in foreign countries.
In addition, the high recognition from the prestigious international culinary organization to the value of national cuisine is indispensable and essential. Recognition and awards enhance the value of national cuisine around the world.
Accessibility: Accessibility can be divided into two main groups: The accessibility of information about cuisine and the accessibility of locations for culinary experiencing.
Accessible information includes websites, articles, TV shows that provide information about cuisines such as origin, taste, cooking method, information about places for dining and food events. The involvement of culinary experts in gastronomic introduction and promotion boost the culinary branding.
Location includes restaurants, food festivals, providing food products in the supermarket and grocery stores abroad. The more convenient, diverse and recognizable the accessibility is, the easier it is for branding
People: Human elements can be considered as one of the key factors in food promotion. National cuisine is branded through People-to-people contact. Each individual is an ambassador for cuisine, including overseas communities and local people. On the other hand, the Government can influence on individuals by raising the pride of national cuisine and inspiring them in spreading the image of Vietnam internationally.
Human elements is expressed in many different forms, including direct and indirect. The direct forms is shown by individuals promoting cuisine by inviting friends to restaurants, inviting them in cooking and dine at home, or participating in food festivals in host countries. Indirect forms are through social networks and mass media. Nowadays, many young people share their culinary experiences through photos, food blogs or food vlogs. This online form of promoting cuisine is effective and highly pervasive.
Culture: As analyzed, a person who is interested in the culture of a country tends to willing to explore that country's cuisine because cuisine is part of the culture. Therefore, cuisine branding can be implemented via creating cultural influence at the global level. Cultural elements may include language, music, film, lifestyle, cultural heritage and tradition. Through these channels, cuisine is integrated into culture and together create more interest and curiosity for the audience.
Tourism: Cuisine is always associated with tourism. Culinary nation branding can be completed through travel. The measures include cuisine-tourism advertisement; developing food tourism, food tours, and building food destinations to attract tourists. At culinary destinations, the authorities can organize international food festivals and events to develop tourism and to build a culinary destination brand.
Based on these suggestions, policymakers have the capability of drafting a culinary nation brand positioning strategy beyond the national territory on an international scale to reach foreign publics. Simultaneously, by referring to this model, the government can measure the cul...
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