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.
| Рубрика | Менеджмент и трудовые отношения |
| Вид | дипломная работа |
| Язык | английский |
| Дата добавления | 15.10.2020 |
| Размер файла | 1,2 M |
Отправить свою хорошую работу в базу знаний просто. Используйте форму, расположенную ниже
Студенты, аспиранты, молодые ученые, использующие базу знаний в своей учебе и работе, будут вам очень благодарны.
Research questions are answered:
1. In order to build a culinary nation brand, the country should have an advantage of cuisine. The national cuisine receives positive feedback from foreign publics, from foreign tourists and has the prospect of development abroad. In the case of Vietnam, a culinary nation brand is appropriate for Vietnam. With the nation brand associated with cuisine, Vietnam has the opportunity to develop soft power in politics and gain many benefits in various fields such as destination branding in tourism, goods export and cultural exports.
2. In order to to build a culinary nation brand, it is necessary to understand the essentials elements of culinary nation branding. Through research, the key elements are needed for culinary nation branding: Government, Value, Accessibility, People, Culture and Tourism.
3. Food and tourism have a close relationship. Therefore a successful culinary nation brand has a positive impact on tourism, especially in destination branding and developing culinary tourism forms.
4. A culinary nation branding strategy requires the participation of stakeholders and beneficiaries, as well as the responsibilities of every citizen living in-country and abroad. And the Government plays the leading role in setting up and controlling the culinary nation branding campaigns. Learning from countries that have been successful in promoting food to the world, a Gastrodiplomacy and communicating activities with foreign publics are a programme that the Vietnamese government and authorities can consider.
Implications Theoretical implication
The research outlines the model of culinary nation branding along with the essential elements for a culinary nation brand. This model might be a reference source for other studies related to the nation brand, culinary brand.
Managing, marketing and branding strategies in business is applied to diplomatic fields, specifically is nation branding.
Practical implication
The research provides information about Vietnamese national cuisine in Russia to both public sectors and private sectors such as businesses and restaurants; their responsibility in using brand assets, protecting and enhancing the common brand equity of the nation.
A culinary nation branding strategy is proposed for the Vietnamese authorities. An extensive campaign to promote Vietnamese culinary brands in foreign countries has been unconcerned by the authorities, meanwhile, the potential and benefits of the national cuisine brand are enormous, outstandingly in tourism - one of the key sectors of Vietnam nowadays.
Limitations
Due to limited time and geographic factors, research still exists a certain number of limitations:
The observations collected through the survey are relatively small and incomplete to be able to indicate an assessment of the entire market. The approached respondents are mainly aged between 18-25 and having a lack of observations from other age groups. The survey was conducted mainly in two major Russian cities, Moscow and Saint Petersburg, and consequently, the assessment for the entire Russian market may be inadequate.
The data collection process had obstacles. For example, the lack of some restaurant information on the Internet; food promotion activities, events, festivals in educational institutions or in the small scale, which have relative influence, are undiscovered.
The research scope is concentrated in the Russian market. Thus, the research results may be inappropriate if applied to other markets/countries. These factors vary according to factors such as diplomatic relations between the two countries, geographical and historical factors, cross-cultural differences, overseas communities living in host countries. For example, “Banh Mi” is a Vietnamese dish that is less well-known in the Russian market but gains a great reputation in the US market. Future Work
Based on the results of this research, in future work, the author proposes to develop further research directions as follows:
1. Culinary destination branding for city or country. Build the appropriate tourist destinations to become culinary destinations
2. Developing culinary tourism, especially street food tours in vibrant cities
Developing rural culinary tourism, combining rural tourism and culinary tourism in farms, villages
References
Book
1. Atsuko Ichijo, Ronald Ranta (2016) “Food, National Identity and Nationalism: From Every day to Global Politics”
2. Keith Dinnie (2008) “Nation Branding: Concepts, Issues, Practice”
3. Simon Anholt (2005), "Brand New Justice. How branding places and products can help the developing world"
Scholarly article
4. Anne-Mette Hjalager and Greg Richards (2002) “Eating the other”, Tourism and Gastronomy, 21-39.
5. Braden Ruddy (2014), “Hearts, Minds, and Stomachs: Gastrodiplomacy and the potential of national cuisine in changing public perceptions of national image”. Public Diplomacy Magazine 11, (Winter 2014), 27-32.
6. Carly Schmitt (2014), “Cooking up a conversation: Gastrodiplomacy in Contemporary public art”. Public Diplomacy Magazine 11, (Winter 2014), 36-39.
7. Carmen Blain, Stuart E.Levy, J.R Brent Ritchie (2005), “Destination Branding: Insights and Practices from Destination Management Organizations”, Journal of Travel Research, Vol. 43, May 2005, 328-338.
8. Francesco Buscemi (2014), “Jamie Oliver and the Gastrodiplomacy of Simulacra” Public Diplomacy Magazine 11, (Winter 2014), 44-50.
9. Greg Rushford (2003), “Kimchi diplomacy”
10. Gyorgy Szondi (2008), “Public Diplomacy and Nation Branding: Conceptual Similarities and Differences”. Discussion Paper in Diplomacy, No. 112
11. Hlynur Gudjonsson (2005), “Nation branding”, Place branding, vol.1, 283-298
12. Juyan Zhang (2015), “The Foods of the Worlds: Mapping and Comparing Contemporary Gastrodiplomacy Campaigns” International Journal of Communication 9, 568-291.
13. Keith Dinnie (2010), “Nation branding and integrated marketing communications: an ASEAN perspective”, International Marketing Review, vol. 27 no. 4.
14. Kevin Lane Keller (2003), “Understanding brands, branding and brand equity”, Interactive Marketing. VO L.5 NO.1. PP 7-20.
15. Mary Jo A. Pham, (2013) “Food as Communication: A Case Study of South Korea's Gastrodiplomacy,” Journal of International Service 22, no. 1
16. Mun Y Lai, Catheryn Khoo-Lattimore, Ying Wang (2017), “Food and cuisine
image in destination branding: Toward a conceptual model”, Tourism and Hospitality Research, 1-14.
17. 65Noor Nirwandy, Ahmad Azran Awang (2014), “Conceptualizing Public Diplomacy Social Convention Culinary: Engaging Gastro Diplomacy Warfare for Economic Branding”, Social and Behavioral Sciences 130, 325-332.
18. Oswaldo Morales, Carlos Cordova (2019), “Gastronomy as a National Identity Element: The Peruvian Case”, Diversity within Diversity Management, 157-174
19. Paul Rockower (2010) “Branding Taiwan through Gastrodiplomacy”, Nation Branding
20. Paul Rockower (2010) “Korean Tacos and Kimchi Diplomacy”, USC Center on Public Diplomacy
21. Paul Rockower (2012) “Recipes for gastrodiplomacy”, Place Branding and Public Diplomacy, Volume 8, Issue 3, 235-246.
22. Paul Rockower (2014), “The State of Gastrodiplomacy,” Public Diplomacy Magazine 11, (Winter 2014): 11-14.
23. Per Olof Berg, Guje Sevon (2014), “Food -branding places - A sensory perspective”, Place Branding and Public Diplomacy vol. 10, 289-304.
24. Philip Kotler, David Gertner (2002) “Country as brand, product, and beyond:
A place marketing and brand management perspective”, Journal of Brand Management, vol.9, 249-261.
25. Rachel Wilson (2013), “Cocina Peruana Para El Mundo: Gastrodiplomacy, Culinary Nation Brand, and the Context of National Cuisine in Peru” The Journal of Public Diplomacy, Vol. 2, Iss. 1, Art. 2
26. Sam Chapple-Sokol (2014), “War and Peas: Culinary Conflict Resolution as Citizen Diplomacy”. Public Diplomacy Magazine 11, (Winter 2014), 40-45
27. Sam Chapple-Sokol(2013), “Culinary diplomacy: Breaking bread to win heart and minds”, The Hague Journal of Diplomacy, 8, 161-183.
28. Simon Anholt (2002), `Foreword', in Journal of Brand Management 9 (4-5), pp. 229-2239.
29. Simon Anholt (2004), “Editor's forward to the first issue”, Place Branding and Public Diplomacy Vol. 1, 4-11
30. Simon Anholt (2008), “Editorial `Nation branding' in Asia”, Pl ace Branding and Public Diplomacy, Vol.4, 265-269.
31. Simon Anholt (2010) Definitions of place branding - Working towards a resolution. Place Brand Public Diplomacy, Vol. 6, 1-10 (2010).
32. Simon Anholt (2013) “Beyond the Nation Brand: The Role of Image and Identity in International Relations”, The Journal of Public Diplomacy, Vol. 2, Iss. 1, Art. 1
33. Theodore C. Bestor (2014), “Most f(l)avored nation status: The Gastrodiplomacy of Japan's global promotion of cuisine” Public Diplomacy Magazine 11, (Winter 2014), 57-60.
34. Wajeana White, Albert A. Barreda, Stephanie Hein (2019), “Gastrod iplomacy: Captivating a Global Audience Through Cultural Cuisine-A Systematic Review of the Literature”, Journal of Tourismology, 5(2), 127-144.
35. Wantanee Suntikul (2017), “Gastrodiplomacy in tourism”, Current Issues in Tourism, 22:9, 1076-1094.
36. Yelena Osipova (2014), "From Gastronationalism to Gastrodiplomacy: Reversing the Securitization of the Dolma in the South Caucasus", Public Diplomacy Magazine 11, (Winter 2014), 18-22.
37. Ying Fan (2006), “Branding the nation: What is being branded?” Journal of Vacation Marketing, vol. 12, 1: pp. 5-14
38. Ying Fan (2009), Branding the Nation: Towards a Better Understanding,
39. Zoe Kosmidou (2014), “Gastrodiplomacy: The Case of The Embassy of Greece”, Public Diplomacy Magazine 11, (Winter 2014), 63-65.
Newspaper article, report
40. ANA Introduces: Tastes of JAPAN by ANA - Explore the Regions - Featuring Culinary Specialties and Hidden Gems Across Japan”, 28 November 2017.
41. Anholt-GfK Nation Brands Index
42. Art of food, Culture and Food Diversity Gastrodiplomacy, International Institute of Gastronomy, Culture, Art and Tourism
43. ASEAN food festival opened in Myanmar, Vietnam Post, 18 August 2019.
44. Asia Food and Beverage Summit to promote Vietnamese cuisine, Vietnam National Administration of Tourism, 12 October 2019.
45. Banh Mi: The Rise of the Vietnamese Sandwich, HuffPost Food & Drink, 6 December 2017.
46. Eight great gastrodiplomacy nations, USC Center on Public Diplomacy, 2 July 2015.
47. Food as ambassador `Thailand's gastro-diplomacy
48. Future Brand Country Index 2019
49. Jami Fullerton, “An Attempt to unify the public diplomacy and nation branding camps”, USC Center on Public Diplomacy, 14 August 2015
50. Korean cuisine cultural center. The taste of Korea - Hansik.
51. Malaysia Kitchen for the World 2010 - Campaign Launched to Promote Malaysian Restaurants and Cuisine in the New York Metro Area”, Restaurant News, 9 March 2010.
52. Penang International Food Festival
53. Shangri-La Hotel, Shenzhen Hosts Thai Food Festival, 8 September 2015
54. The Vietnam Food Festival at Coffee Garden, 14 August 2017
55. Vietnam Tourism - Culture Festival 2019 opens in South Korea, Hanoitimes, 27 June 2019.
56. World Hansik Festival 2018, Kimchi and Basil, 24 October 2018
57. Вьетнамский квартал”, Foodservice, №04, 2016.
58. Гастрономическая витрина России. Международный форум: Гастрономический туризм и стритфуд
59. На первое Вьетнам, на второе Китай, Какие рестораны стали самыми популярными в России, Никита Щуренков, Газета "Коммерсантъ" №216 от 23.11.2019, стр. 2
60. Official website of Vietnam National Administration of Tourism
Other sources
61. Asia Winners 2019, World Travel Awards.
62. Measuring Brand Insistence - Brad VanAuken
63. Official Facebook Page of Vietnam Tourism Board `Vietnam Timeless Charm'
64. Official Instagram of Vietnam Tourism Board, vietnamtourismboard
65. Official website of Vietnam National Administration of Tourism
66. Official website: “Hoi An International Food Festival”
67. Official website: “фестиваль вьетнамской уличной еды”.
68. Official website: Malaysia Fest 2019 Bangkok
69. Official YouTube Channel of Vietnam Tourism Board Vietnam Tourism Board.
70. Taste #VietnamNOW, Vietnam Tourism Board, 15 December 2019.
71. The taste of Korea - Hansik, Korean Food Promotion Institute (Korean Food Foundation)
72. UNESCO Creative Cities Network.
73. UNESCO Intangible Cultural Heritage List
Размещено на allbest.ru
...Подобные документы
History of development the world leader in the production of soft drinks company "Coca-Cola". Success factors of the company, its competitors on the world market, target audience. Description of the ongoing war company the Coca-Cola brand Pepsi.
контрольная работа [17,0 K], добавлен 27.05.2015Different nations negotiate with different styles. Those styles are shaped by the nation’s culture, political system and place in the world. African Approaches to Negotiation. Japanese, European, Latin American, German and British styles of Negotiation.
презентация [261,2 K], добавлен 27.10.2010Factors that ensure company’s global competitiveness. Definition of mergers and acquisitions and their types. Motives and drawbacks M and A deals. The suggestions on making the Disney’s company the world leader in entertainment market using M&A strategy.
дипломная работа [353,6 K], добавлен 27.01.2016Organizational structure of the company. Analysis of the external and internal environment. Assessment of the company's competitive strength. Company strategy proposal. Structure of implementation and creation of organizational structure of management.
дипломная работа [2,7 M], добавлен 19.01.2023The impact of management and leadership styles on strategic decisions. Creating a leadership strategy that supports organizational direction. Appropriate methods to review current leadership requirements. Plan for the development of future situations.
курсовая работа [36,2 K], добавлен 20.05.2015Critical literature review. Apparel industry overview: Porter’s Five Forces framework, PESTLE, competitors analysis, key success factors of the industry. Bershka’s business model. Integration-responsiveness framework. Critical evaluation of chosen issue.
контрольная работа [29,1 K], добавлен 04.10.2014The ecological tourism agency in Lithuania which would provide sustainable tours within the country, individual and group travel tours to eco tourists, professional service and consultation. Mission and vision. Company ownership. Legal establishment.
курсовая работа [781,7 K], добавлен 11.04.2013The concept of transnational companies. Finding ways to improve production efficiency. International money and capital markets. The difference between Eurodollar deposits and ordinary deposit in the United States. The budget in multinational companies.
курсовая работа [34,2 K], добавлен 13.04.2013Considerable role of the employees of the service providing company. Human resource policies. Three strategies that can hire the right employees. Main steps in measure internal service quality. Example of the service profit chain into the enterprise.
презентация [338,7 K], добавлен 18.01.2015Leadership and historical approach. Effect, which leader makes on group. Developing leadership skills. Exercise control as function of the leader is significant difference between managers and leaders. Common points of work of leader and manager.
доклад [37,7 K], добавлен 13.02.2012Milestones and direction of historical development in Germany, its current status and value in the world. The main rules and principles of business negotiations. Etiquette in management of German companies. The approaches to the formation of management.
презентация [7,8 M], добавлен 26.05.2015Six principles of business etiquette survival or success in the business world. Punctuality, privacy, courtesy, friendliness and affability, attention to people, appearance, literacy speaking and writing as the major commandments of business man.
презентация [287,1 K], добавлен 21.10.2013About cross-cultural management. Differences in cross-cultural management. Differences in methods of doing business. The globalization of the world economy and the role of cross-cultural relations. Cross-cultural issues in International Management.
контрольная работа [156,7 K], добавлен 14.04.2014The concept of brand capital. Total branded product name for the whole company. Nestle as the largest producer of food in the world. Characteristics of technical and economic indicators. Nestle company’s brands. SWOT-analysis and Nestle in Ukraine.
курсовая работа [36,2 K], добавлен 17.02.2012Establishing a favorable environment for investments, removing administrative barriers. Establishing high-technology parks. Formation of financial mechanisms to attract and support investments, tax stimulation measures. Brand promotion of Russian regions.
реферат [15,9 K], добавлен 04.06.2013Основы метода Монте-Карло и его применение. Разработка и тестирование программного модуля для ПК BRAND, позволяющего строить двумерные и трехмерные изображения для сложных геометрических объектов для обеспечения контроля за качеством сборки конструкций.
дипломная работа [5,2 M], добавлен 10.10.2015Getting to know the sources of competitive advantage. Consideration of the characteristics of the implementation of the marketing strategy. Characteristics of branding forms: corporate, emotional, digital. Analysis of the online advertising functions.
курсовая работа [66,3 K], добавлен 09.02.2016Использование специальной оценки - brand valuation - для определения справедливой рыночной стоимости бренда. Воздействие брендинга на потребителей. Фирменные названия и их стратегии. Правильные и ложные свойства туристических брендов в Кыргызстане.
курсовая работа [2,8 M], добавлен 21.04.2014Characteristics of the international regime for the protection of well known trademarks. Protection of trademarks under Paris Convention, TRIPS and WIPO joint recommendation. Comparative analysis of famous brands in Italy, Pakistan and Uzbekistan.
курсовая работа [55,5 K], добавлен 24.03.2012The development of the chocolate industry. Ferrero Rocher is a high quality for parties, special occasions. Marketing principles. Communication objectives. Brand features. Primary media is television, are magazines and billboards. Evaluation and control.
презентация [4,4 M], добавлен 27.05.2015
