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Kỷ yếu hội nghị quốc tế 2020
Số tạp chí 0(2020) Trang: 559-573
Tạp chí: The first international conference in Economics and Business, Can Tho University
Liên kết:

This study analyses the situation and determines the guidance for local branding of Can Tho city. This study employed the national brand hexagonal model by Simon Anholt with six factors including human resources, investment, tourism, culture and heritage, commerce and public management capacity. The data used including secondary data for the 2016-2018 period and primary data were gathered from 100 residents and 100 businesses in the city by convenient sampling methods. The study used descriptive statistical methods (such as statistical tables, average values, etc.) to analyze data. The results of the analysis illustrate the factors that constitute the local branding of Can Tho city, which is the premise for the city to design appropriate and effective brand promotion activities in the future. In particular, this is the first study on local brands conducted for Can Tho city, contributing to enriching this theory in Vietnam. The study also proposed the main directions for local branding of Can Tho city: (i) The origin of Delta knowledge; (ii) Attractive investment destination with potential market; (iii) River tourism; (iv) The convergence of river culture in Mekong Delta region; (v) Regional and national trade centers and (vi) Friendly, professional, modern and dynamic government.

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