Roles of tourist information centers in hanoi in promoting special events and festivals the case study of thang long hanoi 1000 year anniversary

Models of marketing events and festivals in Hanoi via TICs 3.1.. Hanoi culinary art and traditional handicraft festival_______26 3.5.. Model of event and festival marketing via TICS in o

Submitted by

Tran Thu Huong

A hesis submitted as a requirement for the degree o f

Bachelor o f Business Administration

ế r

TRỤNG TAM ĨHÕNG TIN THƯ VIỆN NN-VH Nưôc ủOẪl

LIST OF APPENDICES viABSTRACT vii

STATEMENT OF AUTHORSHIP ixACKNOWLEDGEMEN xi

1 Overview background 11.1 Overview of Hanoi’s event and festival _ 11.2 The case study of Hanoi’s 1000 year festiva I _ 2

1.2.1 The importance o f the event 2 1.2.2 Promotion activitie s _ 5

1.3 Overview about Hanoi TICs 61.4 Research objectives _71.5 Report structure 8

2 Research significance _ 9

2.1 Event festival information needs of visitors 92.2 Market segmentation of the event organizers _ 92.3 Economy impact _102.4 Contributions of the research _ 11

1 Theoretical backgrounds 121.1 Concept of T I C s _12

d e s t i n a t i o n _ 20

2.3 Tourists behaviors in term of searching event festival

Information _ 21

3 Models of marketing events and festivals in Hanoi via TICs

3.1 Asian Tourism Forum 2009 _ 23

3.3 Hanoi culinary art and traditional handicraft festival _26

3.5 Hanoi flower festival 27

4 Model of event and festival marketing via TICs in Hue _ 27

5 Model of event and festival marketing via TICS in other countries

D RESEARCH FINDINGS AND IMPLICATIONS 42

1.1 Content analysis finding 42

1.2 Statistical analysis findings 50

1.2.1 Analytical findings _ 50

1.2.1.1 Personal in forma tion _ 5 0

1.2.1.2 Tourist search for general information prior event festival 54

7.2.1.3 Tourists’ suggestion for Hanoi's 1000 year anniversary_58

1.2.2 Hypothesis testing _ 59

1.2.3 Key finding summary _ 62

2 Research implication and recommendations _ 64

2.1 Implication and recommendation for Hanoi TICs _ 64

2.2 Implication and recommendation for event organizers and the

T a b le 2: Th e 5Ws of m a rk et in g

T a b le 3: The m o s t re lia bl e and c o n v e n i e n t e v e n t and fe s t iv a l

i n fo r m a t i o n s o u r c e due to d i f f e r e n t n a t i o n a l i t y

A p p e n d i x 7: E mail of Mr Tran Phon g Binh

A p p e n d i x 8: I n t e r v i e w Mr Bui Duy Q u a ng - the D i r e c to r of Hanoi

t o u r i s m c e n t e r fo r in fo r m a t i o n and p r o m o ti o n

A p p e n d ix 9: The re po rt of p r o m o ti n g a c ti v i ti e s th a t Han oi tou ris m

c e n t e r for i n fo r m a t i o n and p p r o m o t i o n for T h a n g Long - Hanoi

10 00- year a n n i v e r s a r y

A B S T R A C T

T o u r i s m is c o n s i d e r e d as the main e c o n o m i c s e c to r for

d e v e l o p m e n t in V i e t n a m in g e n e r a l and Hanoi in pa rt ic u la r Hanoi

th e ca p i ta l of the c o u n tr y have a lot of po te n tia l to d e v e l o p to u ri s m ,

m o r e o v e r , the d o u b le in size of the c ap ita l r e c e n tl y in c re a s e the

t o u r i s m p r o d u c ts to a tt r a c t more t o u r i s t s with v a r io u s tours In

t o u r i s m e v e n t s and fe s t iv a l s pla ys a c ri tic a l role to a p p e a l to u ri s ts

F u r t h e r m o r e , the d e v e l o p m e n t of in fo r m a t i o n t e c h n o l o g y c h a n g e s the w a y p e o p l e re se ar c h in f o r m a t i o n The m a r k e te r s have v a r ie ty

w a y s to re ac h the po te n ti a l c u s t o m e r s and one of the e f f e c t i v e

w a y s is c o m m u n i c a t i n g d i r e c t l y w it h the m via t o u r i s t i n fo r m a t i o n

c e n t e r w h e r e t o u r i s t s stop to find the t o u ri s m i n fo rm a ti o n

S p e c i a l e v e n t s and fe s t iv a l s are on e of the m o t i v a t i o n s in w hi c h

t o u r i s t pay a tt e n t i o n to and it is also the c h a n c e to p r o m o te the

i m a g e of the d e s t i n a t io n of the host c o u nt ry H anoi is am o n g one of

27 c i ti e s al ov e r the w or ld go ing to c e l e b r a t e 1000 y ea rs of

e s t a b l i s h m e n t in 2010 Th is e v e n t is c o n s i d e r e d as the b i g g e s t e v e r

e v e n t in H anoi and a lot of p r o m o ti n g c a m p a i g n have been don e via

T I C s

T h i s re s e a r c h aim s at s h o w in g the role of T IC s in Hanoi in

p r o m o t i n g s p e c i a l e v e n ts and fe s t iv a l in Hanoi w it h the cas e s tu d y

of H a n o i 1000 y e a r s ’ fe s t iv a l B es id e s, so m e of s u g g e s t i o n s are

g i v e n to m a ke the p r o m o ti n g a c t i v i t i e s more e ff ec tiv e

All th e e v e n t p r o m o ti n g a c t i v i t i e s fo r H anoi 1000 y e a r s ’ a n n i v e r s a r y

t h a t H a n o i ’s TI Cs to o k pa rt in and plan to o r g a n i z e w e re

d i s c o v e r e d : so m e of the main a c t i v i t i e s such as a tt e n d i n g the

i n t e r n a t i o n a l t o u r i s m e x h i b i t i o n in Ja p an , S i n g a p o r e and China and

w i t h i n H anoi such as d i s t r i b u t i n g p r o m o ti n g m a te ri a l at so m e

b o o th s

A f t e r the su rv ey , 110 q u e s t i o n n a i r e s w e re c o l l e c t e d as the m a te ria l

to a n a l y s i s th e fa v o r i te s o u r c e th a t t o u r i s t s used to s ea rc h e v e n t

f es tiv a l in fo rm a ti o n The a t t r a c t i v e n e s s of Hanoi 1000 y e a r fe s t iv a l and the to u ri s t a w a r e n e s s of this s p e c ia l e v e n t w e re d is c o v e r e d The q u e s t i o n n a i r e was d e s i g n e d in Eng li sh and mo st of the

i n t e r v i e w e e s co m e from W e s t e r n Euro pe, A u s t r a l i a and North

A m e r ic a w hic h are the t a r g e t e d m a r k e t fo r V i e t n a m t o u ri s m in

ge neral

A l t h o u g h the c o r r e s p o n d e n t c o m e fro m d i f f e r e n t c o u n t r i e s with

d i f f e r e n t o c c u p a t i o n s and ages, t h e y sh a re the s a m e f a v o r i t e

so u rc e of loo kin g up e v e n t fe s t iv a l i n f o r m a t i o n is the In t e rn e t and then the pr int ed s o u r c e s are hi g hl y v a lu ed

Lastly the i m p l i c a ti o n for T I C s ’ m a n g e r s and p o l ic y m a k e rs w e r e give n to i m p r o v e the q u a l i ty and the c o o p e r a t i o n b e tw e e n e ve nt

o r g a n i z e r s with Hanoi T IC s in p r o m o t i n g e v e n t and fe s t iv a l in the future

T he c o n t e n t of the r e s e a r c h c o n t a i n s 18, 623 w o rd s and 74 pages

S T A T E M E N T OF A U T H O R S H I P

" E x c e p t w h e r e re fe r e n c e is m a de in the tex t of the the si s, this th e si s

c o n t a i n s no m a te ri a l p u b l i s h e d e l s e w h e r e or e x tr a c te d in w h o le or in part fro m a th e s i s or any o t h e r d e g r e e or di plo ma

No o th e r p e r s o n 's w o rk has been used w i t h o u t due a c k n o w l e d g m e n t

in the main te x t of the the si s

Th is t h e s i s has not been s u b m i t t e d fo r the awa rd of any d e g re e or

d i p lo m a in an y o th er t e r t i a r y i n s t i t u t i o n ”

S t u d e n t s i g n a tu r e

Q3-A C K N O W L E D G E M E N T

I w o u ld love to e x p r e s s my s p e c ia l t h a n k s to all my b e lo ve d

t e a c h e r s at F o u n d a ti o n S tu d ie s D e p a r t m e n t and F a c ul ty of

M a n a g e m e n t and T o u ri s m D e p a r t m e n t , H an oi U n i v e r s i ty fo r

p r o v i d i n g me the k n o w le d g e , sk il ls and c o n f i d e n c e to deal with the

b i g g e s t p r o j e c t I have e v e r ta ke n part in

I w is h to t h a n k my p r in ci pa l s u p e r v i s o r Mr N g u y e n Due Hoa C uo ng for the d i r e c ti o n and g u i d a n c e he ga ve me t h r o u g h o u t my re s ea rc h

S p e c i a l t h a n k s also to my l e c t u r e r Ms Ngo P h u o n g Dzung, fo r

a l w a y s being s u p p o r t i v e and a g r e a t m o t i v a t i o n fo r me I am v er y

a p p r e c i a t i v e of the d i re c ti o n and the k n o w l e d g e sh e ga ve me

E s p e c i a l l y , t h a n k s to all my f r i e n d s w ho did not care ab o u t the

to u g h w e a t h e r to fi nis h the s u r v e y with me as w ell as a l w a y s

e n c o u r a g e me to finish my re s e a r c h T h a n k s to Mr Matt Kirsch for

s p e n d i n g ti m e to c o r r e c t and e d it in g the q u e s t i o n n a i r e fo r me so

th a t it is e a s i e r for the f o r e i g n e r in u n d e r s t a n d i n g the q u e s t i o n s and op ti o n s

My d e e p e s t t h a n k s go to my fa m i l y and all my cl ose f r i e n d s who

a l w a y s e n c o u r a g e , s u p p o r t and m o ti v a te me in e v e ry step of

w o r k i n g on the re se ar ch Th ey are the r e as on s that ma ke me feel

s t r o n g e r and more c o n f i d e n t to fi ni sh my study

T h a n k you v e r y much!

T r a n Thu Huong

A I N T R O D U C T I O N

1 Overview background

1.1 O v e r v ie w o f H a n o i ’s e ve n ts a n d fes tiva ls

H anoi is f a m o u s for c ul tu ra l, tr a d i t i o n a l and hi s to ri c a l ri c h n e s s

t h e r e f o r e it is kno w n as the he art of the c o u n tr y , the gate way to the m o u nt a in region in the north, and to the s c e n ic Ha Long Bay It

is the city tha t s ta n d s out of o th e r on e s w hi c h can p e r s o n i fy the

s p i r i t of his to ric V i e t n a m in the t e m p l e s , m o n u m e n t s and po c k et s of

an a n c ie n t c u l tu re along 36 n a r r o w s t r e e t s of the Old Q ua rte r As a

re sult , Hanoi has been c o n t i n u o u s l y voted as one of the 10 mo st

a t t r a c t i v e A s ia n ci ti es fo r s i g h t s e e i n g , cu ltu re , p e o p le and art in the las t 5 year

Moreover, it is also the city of events and festivals Some festivals

are held to us h e r in the new y e a r or the new s e a s o n m a rk in g the

b e g i n n i n g or end of t h e i r h a rv e s ti n g ti m e whil e, s o m e festivals are

mo re like e v e n ts u p h o l d i n g th e tr a d i t i o n a l and c u lt u ra l ri c h n e s s of

the land and c e l e b r a t i n g a pa s t w hic h is g l o r i o u s with the toil of its

pe o p le W h a t is more f a s c i n a t i n g is the n a rr a ti v e of the b e a u t if u l

l e g e n d s a s s o c i a te d with the orig in of t h e s e fe s t iv a l s H anoi

f e s t i v a l s b e c o m e an a m a z i n g tim e fo r t o u r i s t s to e x p e r i e n c e the

c h a r m i n g be a u t y of the cap ital (A p p e n d ix 2, a p p e n d ix 3)

H an oi is the e c o n o m i c and p o lit ic c e n t e r of the c o u n tr y w h e r e

a l m o s t all of the i m p o r t a n t e v e n ts are held such as: in t e r n a t i o n a l

t o u r i s m e x h i b i ti o n , Hanoi c u l i n a r y art and tr a d i t i o n a l h a n d i c r a f t

f e s t iv a l , AP E C , S E A G A M E , A S E M , ATF, f l o w e r fe s t iv a l 2009

A c c o r d i n g to Tien, D e p u ty D i r e c t o r of Hanoi D e p a r t m e n t of C ult ur e,

S p o r t s and T o u r i s m , th e re are o v e r 3,000 h i s to ri c c ul tu ra l relics,

1,300 cra ft v i l la ge s , e s p e c i a l l y the f a m o u s ones in the old q u a r t e r

of Hanoi

By s u c c e s s f u l l y ho s ti ng the 14th A s ia P ac ifi c E c o n o m i c

C o o p e r a t i o n S u m m it (A PEC 14), the 5th A s i a - E u r o p e M e e ti n g (AS EM 5), Hanoi has been fa m e d fo r MICE t o u ri s m (m e e ti n g s ,

in c e n ti v e s , c o n v e n t i o n s and e x h i b i t i o n s )

E v e n t s and fe s t iv a l s can b e c o m e one of the m o t i v a t i o n s to a tt r a c t

f o r e i g n t o u r i s t s to v i s i t Hanoi; t h e r e f o r e the m a r k e t e r s try to t a k e

th e a d v a n t a g e s of th e e v e n ts and fe s t i v a l s to raise the a w a r e n e s s

of the c u l tu re valu e, the h is to ry and the imag e of the city T h e y

h av e v a r i e t y too ls to p r o m o te e v e n t s and f e s t iv a l s s uch as via

m a g a z i n e s , n e w s p a p e r s , the i n te r n e t or the b r o c h u re s B e c a u s e the

of e s t a b l i s h m e n t all o v e r the wo rld U nd er the th e m e “T h a n g L o ng -

Ha Noi: T h o u s a n d - y e a r c o n v e r g e n c e , ” the N a ti o n a l T o u ri s m Y e a r

2 0 1 0 will be l a u n c h e d in Ha Noi and f e a t u r e d by a c t i v i t i e s to

c e l e b r a t e th e m i l l e n n i u m of the ca p it al Th e N a ti o n a l T o u r i s m Y e a r

2 0 1 0 will be the la rg es t t o u ri s m e v e n t in Viet Nam, w hi ch lasts for the wh o le y e a r and is s u p p o r t e d by n u m e r o u s l o ca lit ie s th r o u g h o u t the coun try

It is a good c h a n c e fo r V i e t n a m and e s p e c ia l Hanoi br ings the

p o s i t i v e i m ag e to the t o u r i s t s all o v e r the wor ld, b e s i d e s Hanoi

G o v e r n m e n t try to get a p p ro v a l fr o m U N E S S C O to p r o m o te this

in 2010 - th e yea r of the 1000t h a n n i v e r s a r y of T h an g Long -

H an oi and the N a ti o na l T o u r i s m Year Hen ce, th a t c i t y ’ s i m p o rt a n t

p r o j e c t s i n c l u d i n g h i g h - c l a s s ho te ls are being p r o m p t l y c o n s t r u c t e d and s c h e d u l e d to be in o p e r a t i o n in 201 0 b rin gs hope to fill thegap

Due to the i m p o r t a n c e of H a n o i ’s 1000 y e a r fe s t iv a l, many

a c t i v i t i e s ha ve been c a r r y i n g out to give h o n o r to it Th e fl o w e r

fe s t iv a l fi r s t a p p e a r e d in Han oi in 20 09, the big c o u n t d o w n clock at the c e n t e r of the city w hi c h s h o w the da ys left to go to the day of the main e v e n t, the c o n t e s t a b o u t H a n o i ’s k n o w l e d g e and history, the “ C e r a m i c R o a d ” is being bu ilt to w e l c o m e one of the b i g g e s t

e v e n t s e v e r of the city F u r t h e r m o r e , t o u r i s t s ’ i n f o r m a t i o n ce n te r

plays i m p o r t a n t roles to raise a w a r e n e s s of fo r e i g n e r s to w a rd the event.

In o th e r p r o v i n c e s , s om e of the a c ti v i ti e s w er e c ar rie d out to

s u p p o r t for H anoi 1000 y e a r s ’ a n n i v e r s a r y In Ninh Binh, the re pa ir and p r e s e r v e plans of the c u l tu re and t o u r i s m a tt r a c t i o n s are

im p l e m e n t i n g The s q u a r e and the Dinh King s ta tu e are bu ilding Bes ide s, Ninh Binh o r g a n i z e s the tr a d i t i o n a l Hoa Lu old city fe s t iv a l which m e m o r i z e 1042 y ea rs th a t Dinh Bo Linh was s ta te d as King,

m u s e u m d i s p l a y s with the to p ic From Hoa Lu to T h a n g Long - H a Noi" O t h e r w hi le in Bac Ninh, i m p r o v e m e n t and p r e s e r v a t i o n plan

of Rong T e m p l e , Phat Tich p a go d a are q u i c k ly do ne In Hai Phong,

d o c u m e n t a r y film is p ro d u c e d , bo o k s of Hanoi city are d is p la y e d and T u o n g Long- Do Son T o w e r is c o n s t r u c t e d to s u p p o r t the

a n n i v e r s a r y of 1000 y ea rs H anoi - T h a n g Long Ho Chi Minh City also s p e e d s up the Uncle Ho - U ncl e Ton S ta tu e to fi ni sh the

m o n u m e n t b e fo re D e c e m b e r 12, 2009 A lot of a c ti v i ti e s are

p la n n in g in Phu Th o P r o v i n c e such as: p r o v i d e de ep k n o w le d g e

ab o u t T h a n g Long - H a n o i histo ry, pu bl is h the m a t e r i a ls of cu ltu re and art u n d e r the Ly - Tran D yna sty

Eight main e v e n t s will ta k e pla ce du ri n g the na tio n a l t o u r i s m year,

i n c l u d i n g N a ti o n a l T o u r i s m Y e a r ' s l a u n c h i n g c e r e m o n y M an y new

to u r i s t p a c k a g e s will be c re a te d to w e l c o m e in the c ap ita l c i t y ’ s

m i l l e n n i u m i n c l u d i n g the d e b u t of the m o v e m e n t s called “ H a n o i a n ’ s

W e l c o m e T h e i r G u e s t s ” and “the Y e a r of Gre en T o u r i s m ” A

c o m p e t i t i o n call ed H a n o i ’s Best T o u r G u i d e s will also be held In

ad di tio n , t h e r e will be the T h a n g L o n g - H a n o i 2010 i n te r n a ti o n a l

t o u r i s m f e s t iv a l , the Hanoi G a s t r o n o m y Fe st iv al and the V i e t n a m

Ao Dai f e s t iv a l

A c c o r d i n g to the s c e n a r i o th a t was d e c i d e d in Ju ly 2009, it pla nn e d

to have 30 c u l tu ra l f e s t iv a l a c t i v i t i e s in 10 da ys from Oct, 1st to 10th , 201 0 and one big e v e n t of Hanoi 1000 y e a r s ’ a n n i v e r s a r y ( A p p e n d i x l )

There will ha ve d i s p la y s w hi c h e x p r e s s the cu lt u re and hi sto ry of Hanoi 1000 yea rs : Hanoi Art Ph oto s, Bat Tr an g C e r a m i c s :

t ra d it io n and mod er n, f a m o u s b a t t l e f i e l d s in m i l i ta r y h is to ry of

V i e tn a m , N a ti o n a l He ro es and V i e t n a m f a m o u s c u lt u ra l c e l e b r i ti e s , The Old T h a n g Long- Hanoi, e x h i b i t i o n and fe s t iv a l of C a l l i g r a p h y ,

d i s p la y s of s i g n i f i c a n t a r c h a e o l o g i c a l ob je c ts

Gre at p e r f o r m a n c e s will be held du ri n g 10 days: “T h a n g Long -

C o u n tr y S o n g ” , “ Co Loa: l eg end and h i s t o r y ” , “T h a n g Long - H anoi

H o C h i M i n h ’s E r a ” , the h i g h l i g h t may put on the O p e n i n g C e r e m o n y and the day of Oct 10th 2010

1.2.2 P r o m o ti n g a c t i v i t i e s fo r H an oi 1000 y e a r s ’ fe s t iv a l

R e a li z i n g the i m p o r t a n t role of the ye a r of 2010 w hi ch is

c o n s i d e r e d as the ’’N a ti o n a l t o u r i s m y e a r ” , t h e r e f o r e the p r o m o t i n g

c a m p a i g n are p r e p a re d th r o u g h out all the c o u n tr y and o t h e r on es

as well The 1000- y e a r a n n i v e r s a r y of Hanoi with v a r ie ty of

marketing p r o g r a m s go es al on g with the p r o m o ti n g of V i e t n a m

n a ti on a l t o u r i s m year The m u n i c i p a l t o u r i s m i n d u s t r y is d e v e l o p i n g

s p e c i fi c p r o m o t i o n a l c a m p a i g n s t o w a r d s d o m e s t i c and i n te r n a t i o n a l

to u ris ts , tr y i n g to m a in ta in main s o u r c e m a r k e ts in c lu d in g C hin a,

Ja pa n, Sout h Korea, USA, A S E A N , Europe p r o m o t i n g c i t y ’s

i ma ge to i n te r n a t i o n a l fr ie nd s

In Hue, H N A T o r g a n i z e d the p r o g r a m s t i m u la te the t o u r i s m of Hanoi Hue fe s t iv a l 20 10 w e re pl an ed to o r g a n i z e fro m Jun e 5th to 13th also has the top ic to w a r d the a n n i v e r s a r y of Hanoi 1000 years All of the e v e n t go e rs will be no ti ce d a b o u t Hanoi 1000 y e a r s ’

o ff ic i a l ly s ta te the N ati on al T o u ri s m 2010 and the fe s t iv a l of Hanoi

1000 year fe s t iv a l This big e v e n t d r e w a lot of a t t e n ti o n from local and fo re ign to u ri s ts S om e of the t o u ri s ts said th a t th e y e x te nd

m o re days b e c a u s e of the e ve nt or th e y will com e ba ck on the ye a r

2 0 1 0.

1.3 O v e r v ie w a b o u t H a n o i TICs a n d its role to

m a r k e t in g e vents a n d f e s tiva ls

C u r r e n t ly t h e r e are 3 g r o u p s w hi ch can be called T IC s and pr ov id e

i n f o r m a t i o n s e r v i c e s for the t o u r i s t s in Hanoi: V i e t n a m N at io na l

A d m i n i s t r a t i o n of T o u ri s m (V N A T) , H anoi A d m i n i s t r a t i o n of T o u ri s m (H N A T ) and H a p ro T ic

V N A T run T o u r i s t I n f o r m a ti o n T e c h n o l o g y C e n t e r (T IT C ) whi ch

e s ta b l i s h the i n f o r m a t i o n s y s te m fo r V i e t n a m e s e t o u r i s m (I n tra n et , Int er n et ) and ap pl y i n f o r m a t i o n t e c h n o l o g y into the all ac ti v i ti e s

t o u r i s m i n c l u d i n g : hotel m a n a g e m e n t and b o ok in g sy s te m ,

c o n s u l t i n g and tra in in g the i n f o r m a t i o n t e c h n o l o g y p e rs o n n e l

M o r e o v e r , the o th e r ma ins a c t i v i t i e s are: p r o m o te V i e t n a m T o u ri s m

related s e r v ic e pr ov id e rs : a “ m u s t ” s t o p o v e r for the i n d iv id u a l or the gr oup t r a v e l e r s s e e k in g i n f o r m a t i o n or as s i s ta n c e

The ce n te rs of H N A T are : one c e n t e r at airp or t, 2 ar ou n d Hoan Kiem Lake ( one at Bao Khanh s tr e e t and one at Le Th ac h str e et ), and one at N igh t Ma rke t w hi c h is out of or d e r now and th ey are

c alling for the s u p p o r t to re b u il t a ne w one It is also r e s p o n s i b l e for the o p e r a t i o n of so m e e l e c tr i c a l k io sk s w hi c h are pl ac es at

to u ri s t c e n te r and main t o u r i s t s ’ roads A c c o r d i n g to the f i n d i n g s of the p r e v i o u s re s e a r c h and the o b s e r v a t i o n , the e l e c t r i c a l k io sk s are

d i ff i c u l t to be r e c o g n i z e d and not re ally e f f e c t i v e in term of

pr o vi d in g i n f o r m a t i o n fo r to u ri st s

1.4 R e s e a r c h o b je c t iv e s

The e v e n ts and fe s t iv a l s are the p o te n ti a l re s o u r c e s of H anoi

to u ri s m and th e e v e n t of H anoi 1000- y ea r is so i m p o r t a n t tha t the aim of this r e s e a r c h is to d i s c u s s on the role of T I C s in p r o m o ti n g it B e ca u se of e c o n o m i c d o w n tu r n and the H1N1 viru s a ff e c ti o n , the

n u m b e r of fo r e i g n to u r i s t c o m in g to H an oi in S e p t e m b e r 2009 w e re

76 ,0 0 0 t o u r i s t s d e c l in e d 9.6 % in c o m p a r i s o n with on es in A u g u s t, and 12.8 % with the sa m e period last year Hen ce, the N a ti o n a l

T o u ri s m y e a r 201 0 and H anoi 1000 y e a r s ’ fe s t iv a l are e x p e c t e d to

be fo re co m in g to e v e n ts and fe s t iv a l in Hanoi and the mo st

r e lia b le and e f f e c t i v e so u rc e p r o v i d i n g i n f o r m a t i o n for

to u ri st s

• D i s c o v e r the d e m a n d of fo r e i g n t o u r i s t s w he n th e y c o m e to the e v e n t of Hanoi 1000 y e a r a n n i v e r s a r y

a b o u t Hanoi to u ri s m , e v e n ts and fe s t i v a l s in this area The

o p e r a t i o n of d i f f e r e n t ty p e of T IC s in H anoi and their

p r o m o t i n g a c ti v i ti e s to w a rd the event

• Part II is re se a r ch s i g n i f i c a n c e w h i c h s ho w s the i n fo rm a ti o n

n e e d s of to u ri s ts and the e c o n o m i c im p a c ts of this event

to w a r d Hanoi to u ri sm

• Part III is the l i te ra tu r e re view Th is part c o n v e y s the ideas

a b o u t the e v e n t m a rk e ti n g , the role of TICs, the to u ri st

b e h a v i o r s in s e a r c h i n g i n f o r m a t i o n be fo re co m in g to an event

fr o m o t h e r r e s e a r c h e r It p r o v i d e s the g e n e r a l and fo u n d a t i o n

th e c a r r y out the r e se ar c h

• Par t IV is m e t h o d o l o g y w h i c h s ta t e s re se a r ch q u e s t i o n s and

h y p o t h e s i s , data c o l l e c t i o n and a n a l y z e m et hod

• Part V is f i n d i n g s and i m p l i c a ti o n This se c ti o n g iv e s the

p o i n t s th a t can be fo u n d aft er s tu d y i n g the s e c o n d a r y data and c a r r y i n g the v i s i t o r s ’ surv ey

2 Research significance

2.1 I n f o r m a t io n needs o f e ve n ts a n d f e s tiva ls f o r

visitors.

E v e ry o n e n e e d s in fo r m a t i o n and d e p e n d i n g on each p u r p o s e th e y nee d d i f f e r e n t type of i n fo r m a ti o n Th e t o u ri s ts need a lot of

in fo r m a ti o n b e fo r e th e y co m e to the d e s ti n a t io n , du ri n g the stay and after c o m in g bac k ho m e c o u n tr i e s Maps, br o ch u re ,

a c c o m m o d a t i o n s de tail, r e s t a u r a n t s a d d r e s s and e n t e r t a i n m e n t

g u i d e l i n e are use ful for f o r e i g n e r s

V i s it o r s have s e v e r a l s o u r c e s to s ea rc h n e ed e d i n f o r m a t i o n such as: the int e rn e t, m a g a z i n e s , g u i d e boo ks , n e w s p a p e r s , t e l e v i s io n

as well as f r i e n d s and re la ti v es H o w e v e r, the r e li a b i l i t y of the

s o u r c e is re a ll y im p o rt a n t, so th a t T IC s can act as the off ici al one

to se ar ch i n fo r m a ti o n V i s it o r s need i n f o r m a t i o n be fo re the trip,

d u ri n g the y s ta y at d e s t i n a t i o n and a ft e r re tu rn in g t h e i r h o m e to w n

T o u r i s t s at e v e r y e v e n ts and f e s t i v a l s need to kn o w a b o u t the

th e m e o f the e v e n ts or fe s t i v a l s th e y are going to com e Th e

jo b of p r o m o t e r is to find out the s e g m e n t a t i o n of the e v e n t fe s ti v a l,

th e i r main m o t i v a t i o n to at te nd Hall( 1997, p 136) s ta t e s the role of

m a r k e t i n g a s ” .that f u n c ti o n of e v e n t m a n a g e m e n t th a t can keep

in to u ch with the e v e n t ’s p a r t i c i p a n t s and v is ito rs ( c o n s u m e r s ) , read th e ir n e e d s ad m o ti v a ti o n s , d e v e l o p p r o d u c ts tha t me et t h e s e needs, and build a c o m m u n i c a t i o n p ro gr am w hi ch e x p r e s s the

e v e n t ’s p u r p o s e and o b j e c t i v e s ”

The f o r e i g n e r s w ho co m e to T IC s for s e a rc h i n g i n f o r m a t i o n are likely to be the p a r t i c i p a n t of the e v e n t fe s t iv a l in the fut ure

M o re o v er , t h e y also act as the c h a n n e l in whi ch the i n f o r m a t i o n

ab o u t the e v e n t will be pas sed or e x p r e s s e d to th e i r f r i e n d s and

re la ti ve s Th e w ay of m a rk e ti n g e v e n t fe s t iv a l s like th a t is know n as

w or d s of mou th

F u rt h e rm o re , th r o u g h TICs , the d e m a n d s of the t o u r i s t s can be

d i s c o v e re d so th a t la e v e n t fe s t i v a l s will se rv e in the m a n n e r th a t best suit for th e c u s to m e r s Th e o th e r a d v a n t a g e th a t T IC s s u p p o r t the p r o m o t i n g a c ti v i ti e s is the c u s t o m e r ’ s base i n f o r m a ti o n Kee p in g in t o u c h with to u ri s ts , p r o v i d i n g the up to date e v e n t ’s news and a c t i v i t i e s so th a t the p r o m o t e r s have mo re c h a n c e to

i n te ra c t with e v e n t s ’ a t t e n d e e s and a tt ra c t the m E v a l u a ti n g the

c u r r e n t p r o m o t i n g a c t i v i t i e s ma y help e v e n t o r g a n i z e r s have mo re

c h a n c e s to i m p r o v e the w ay in w hi c h th e y c o m m u n i c a t e with the

m a rk e t p o te n tia l

2.3 E c o n o m y i m p a c t

E ven ts and fe s t i v a l s bring to the h o st ed d e s t i n a t io n not on ly

v a r io u s c h a n c e m a r k e ti n g p o s i ti v e i m ag e but also the e c o n o m i c

i m p a ct s b e c a u s e e v e n ts and f e s t i v a l s d r a w a t t e n ti o n of ma ny v i s i t o r

a t t e n d a n c e T h e ho sted d e s t i n a t i o n m a k e s pr ofi t fro m n u m b e r of

se rv ic e s Loc al r e s t a u r a n t and l o d gi ng and fe s t iv a l v e n d o r s and

s p o n s o r s b e n e f i t from s u b s t a n t i a l v i s i t o r e x p e n d i t u r e

The c o n t r i b u t i o n of the r e s e a r c h is th a t e s t a b l i s h i n g the

r e la ti o n s h i p b e tw e e n e v e n t fe s t iv a l o r g a n i z e r s and to u r i s t s

i n fo rm a ti o n c e n te r s so th a t ra isi ng the a w a r e n e s s of t o u r i s t s a b o u t

local fe s t i v a l s in Hanoi as well as i m p o r t a n t eve nt s The s u g g e s t io n and ideas a b o u t the e ve n ts can be in ve s ti g a te d so that the

o r g a n i z e r s sho ul d base on to ma ke the e v e nt be s u c c e s s f u l in

at t ra c ti n g c u s t o m e r s and o r g a n i z e in the way th a t m a t c h e s with their e x p e c t a t i o n

2.4 C o n t r ib u t io n o f the re s e a rc h

The re s e a r c h is d o n e b e fo re the time of Hanoi 1000- y e a r

a n n i v e r s a r y a c t u a l l y o r g a n i z e d and it s h o w s the roles of TI Cs in

For the m a n g e r board of TICs: Th e r e s e a r c h p r o v i d e th e m the

o v e r v i e w of th e en ti re s o u r c e th a t t o u r i s t s oft en look up to see k

t o u ri s m i n fo r m a t i o n as well as e v e n t fe s t iv a l i n f o r m a ti o n Th e

t o u r i s t s state th e i r best tr u s te d s o u r c e s th a t th e y p e r c e i v e d as m o st

re lia bl e and e ff e c ti v e , he nce , the re po rt is a us e fu l s o u rc e fo r Hanoi t o u r i s m c e n te r fo r i n f o r m a t i o n and p r o m o ti o n D e p a r t m e n t whi ch d i r e c t l y car ry out the p r o m o t i n g p r o g r a m fo r the imag e of Hanoi in g e n e r a l and Hanoi 1000 y e a r s ’ fe s t iv a l in p a rt ic ul a r

For the r e s e a r c h e r : the b a c k g r o u n d of T IC s and e v e n t fe s t iv a l

c o n c e p t s are use ful and can be used as s e c o n d a r y m a te ria l fo r

fu tu re r e s e a r c h e s

The re s e a r c h is not only m e a n i n g f u l fo r the case s tu d y of T h a n g

L o n g - H a n o i 1000 y e a r fe s t iv a l but als o all o th e r s p e c i a l e v e n ts t h a t will be o r g a n i z e d in H anoi in the fu tu re

i n te rn e t acc e s s R e c o g n i z i n g the i m p o r t a n c e of T IC s and the

In t e rn e t can p r o v i d e a l m o s t i n f o r m a t i o n th a t the t o u r i s t s ne eds ,

however sometim es the sources from the Internet may not be really

re liable G u i d e b o o k is a c o n v e n i e n t tool tha t to u r i s t bring al on g

du rin g the trip to ge t d e ta i l e d i n f o r m a t i o n ab o u t the d e s t i n a t i o n as well as the a d v i c e on a c c o m m o d a t i o n , fo o d s and b e v e ra g e s ,

e n t e r t a i n m e n t and so on P e o p le w h o sta y in ho te ls may find

i n fo r m a ti o n from i n fo r m a t i o n de sk or ask the r e c e p t i o n i s t s a b o u t

t o u r i s t s ’ a tt r a c t i o n s , th i n g s to do or w h e r e to go T h o s e i n f o r m a t i o n

d e p e n d s on the k n o w l e d g e of the hotel s ta f f and not a lw ay s be

re liable T o u r g u i d e a p p e a r s as one of the s o u rc e s th a t t o u r i s t s can seek for in f o r m a t i o n An e x c e l l e n t to u r g u id e can help t o u r i s t

d e e p l y u n d e r s t a n d the n a ti v e cu ltu re , p e o p le and his tory B e c a u s e

of the i m m e d i a t e i n te r a c ti o n , v i s i to r s can get the e x p e c te d a n s w e r s right a ft e r a sk in g them T o u r i s t i n f o r m a t i o n c e n te rs w e re born to be the r e lia b le s o u r c e to p r o v i d e d e s t i n a t i o n t o u r i s m i n f o r m a t i o n and

o th er s e r v ic e s th a t are c o n v e n i e n t fo r the t o u r i s t s in term of

se a rc h i n g t o u r i s m rela te d pr od u c ts

m a p s , and o t h e r item s re le v a n t to to u r i s m Often, t h e s e c e n te rs are

o p e r a t e d at the a i r p o r t or o th e r port of en try, by the local

d i f f e r e n t c e n te rs First, c e n te r s may fill a p ro m o tio n a l fu n c ti o n ,

a c t i v e l y p r o m o t i n g the town , city or reg ion in w hic h the y are

a t t r a c t i o n in its own right P ea rc e (2 004 ) also st a t e s th a t so m e

v i s i t o r i n f o r m a t i o n c e n t e r s can also p e rf o r m w h a t he calls a p lu s

f u n c t i o n in th a t th e y p r o v i d e a v e n u e for c o m m u n i t y g a th e ri n g

Im m

CL

F i g u r e 1 F u n c t io n of TI Cs ( P e a rc e , 20 04) 1.3 TICs all o v e r the w o rld

!n the wo rld , T I C s a p p e a r a l m o s t e v e r y to u r i s t d e s t i n a t i o n c o u n t r i e s with d i f f e r e n t i n n o v a ti v e d i s p la y s , t e c h n o l o g y and o p e r a t i o n w hi c h can help t o u r i s t s e a s i ly a c c e s s to n e ed e d i n fo r m a ti o n S om e

F I L T ER Role: P r o t e c t s

i n t e r e s t i n g a c ti v i ti e s In the o ff ic ia l w eb s it e, b e s i d e s the

i n f o r m a t i o n related to the d e s t i n a t io n , a c c o m m o d a t i o n , food,

s h o p p i n g , and c o n v e n t io n the site also list the e v e n t d e ta il e d

a c t i v i t i e s M o r e o v e r , the w e b s it e also sh o w s the de ta il loca ti on of

T I C s w h i c h are re al ly n e c e s s a r y and use ful for fi rs t ti m e v is it or s

T h e g u i d e fo r to u r i s t such as: how to get th e re and the v e n ue map

t h a t s h o w the d i s p la y ins ide TIC T h e s e pi c tu re s are from the

o f f i c i a l w e b s i t e of one K o r e a ’s TI Cs th a t sh o w the d e ta i l e d d i r e c ti o n

of the T I C ’s l o c a ti o n for the vi si tor s

Sejong Cultural Center for the Performing Arts

Building

SC Korea * First Bank

S ta

Youngpoong Bookstore

Station

Port A d e l a i d e V i s i t o r In f o r m a t i o n C e n tr e is loca te d at So uth

A u s t r a l i a In 200 8 it is a w a r d e d the S i lv e r A w a rd W i n n e r - V i s i t o r

Information & S e rv ic e s by S out h A u s t r a l i a n T o u r i s m A w a rd s Th e Port A d e l a i d e V i s i t o r I n f o r m a ti o n C e n t r e ’s main p u r p o s e is to

pr o m o te t o u r i s m a tt r a c ti o n s , a c t i v i t i e s and e v e n ts in Port A d e l a i d e and s u r r o u n d s and to i n c re a s e v i s i t a t i o n and re p e a t v i s i t a t i o n to the local area The C e n tr e w o rk s c l o s e ly with local t o u r i s m o p e r a t o r s and e v e n t o r g a n i z e r s to a c h i e v e this goal The re su lt is a

s u s t a i n a b l e t o u r i s m in d u s tr y with s p i n - o f f s for o th e r local

b u s i n e s s e s

One of the s e r v ic e s o ff er e d at this c e n t e r for local t o u ri s m o p e r a to r that s p o n s o r i n g t o u ri s m e v e n t to be held in Port A d e l a i d e Enfield area The t o u r i s t s s e r v ic e s in cl ud e the e v e nt c a l e n d a r with cl ea r cate go rie s to s e a rc h fo r the e v e n t or fe s t iv a l such as: libra ry events, park c e l e b r a t i o n or m a jo r even M o re o ve r, o r g a n i z e r s of each ev en t a ls o are listed in the w e b s it e with de ta il c o n ta c ts of eve nts c o o r d i n a to r

A new style of T o u r i s t I n f o r m a ti o n C e n tr e has l a u n c h e d in one of

F a l m o u t h ’s t o u r i s t h o ts p o ts The new cen tre, call ed the “ Stay

C a f é ” , in c lu d e s r e f r e s h m e n t s , an i n te r n e t point and k n o w l e d g e a b l e local staf f

The Stay Caf é has been o p e n e d on F a l m o u t h ' s E v en ts Squa re,

di re ct ly o u t s i d e the N a ti o n a l M a r i t i m e M u se um , w h i c h a tt ra ct s aro un d 12 0,0 00 v i s i to rs a year As part of the in it ia t iv e , C orn is h Cot ta ge H o l i d a y s will be o p e r a t i n g p r o g r a m s of fa m i ly

e n t e r t a i n m e n t s o u ts i d e The Stay Caf é each w e e k e n d until

S e pt em b er , d e s i g n e d to a tt r a c t m or e p e o p le to the E ven ts Square Nigel, G e n er a l M a n a g e r of the c e n t e r said: “A l t h o u g h p e op le will often do mu ch of th e i r re s e a r c h on the i n te rn e t b e fo r e co m in g to

Co rn w al l, ou r e x p e r i e n c e is th a t th e y re al ly va lu e p e r s o n a l c o n ta c t with a f r i e n d l y f a c e w ho can giv e the m im p a rt ia l a d v i c e a b o u t gr eat local eve nts, a t t r a c t i o n s and a c c o m m o d a t i o n ”

As you tr a v e l e d ar o u n d New Z e a l a n d , look for the sign you can trust, i-SITE is New Z e a l a n d ’s o ff ic ia l n e t w o r k of v i s i t o r c e n te r

de d ic a te d to give you fre e i n f o r m a t i o n on local a tt ra c ti o n s ,

a c c o m m o d a t i o n and t r a n s p o r t a t i o n s The logo is p r o m o t e d w i d e l y in the main w e b s i t e of New Z e a l a n d t o u r i s m board and also the

n e w s p a p e rs , m a g a z i n e s and g u id e bo ok s w hi ch re p e a te d in the mind of to u r i s t s so th a t th e y can e a s i ly r e c o g n i z e d the loca tio n of more than 80 T I C s in New Z e a l a n d

Visits'

IHorrrattcr.

INew Z e a l a n d TI Cs w e b s it e , be si d e g e n e r a l tips for to u ri s ts , the

s e a s o n a l tips also are p r e s e n te d with d e ta il ed e v e n t in each ti m e range Each s e a s o n a l tip is sh o w n with the list of the e v e n t with date, tim e, v en ue , ac tiv it ie s

L e i c e s t e r ’ s Tic has been a w a rd e d the title of H ea rt of E n g l a n d 's Best Tic The Tic d i s t r i b u t e s a w id e v a r ie ty of i n f o r m a t i o n on

a t t r a c t i o n s , e v e n ts and hotels and ta k e s b o o k i n g s fo r all L e i c e s t e r ’s

m a jo r v e n u e s A d d i t i o n a l l y , it o ff e rs a u n iq u e UK H o l i d a y Shop and Box O ff i c e fo r local and L o nd o n E v e n t s and also tr a v e l s s e r v ic e s

B r o c h u r e s are d e l iv e r i n g fro m a ra nge of t o u ri s m s u p p l i e rs ,

i n c l u d i n g the f o l l o w i n g : Blake, Box O ff i c e s (E v e n t ti c k e ts ) , and

C o u n tr y C o tt a g e s , Fl ig h t link, Have n, Lu xu ry hotels, N a ti o n a l Rail and so o n 1

2 E v e n t s and fe s ti v a l

2.1 E v e n t a n d f e s t i v a l concept.

T he ter m fe s t iv a l , whi ch d e r i v e s fr o m fe a s t and imp li e s a time of

c e l e b r a t i o n , has be en used for h u n d r e d s of ye a r and can be used

to c o v e r a m u lt it u d e of event Th e Polic y S tu d ie s In s t it u te (PSI,

B r i t a n n i c a c o m (2005 ) notes th a t the term “fe s t iv a l " as c o m m o n ly

u n de rs to o d tod ay, was fir s t used in Eng la nd in 1655, when the Festival of the son the C l e rg y was firs t d e l iv e re d at St P a u l ’s

C a th ed r al , L o n d o n 2

G o l b l a tt (1 99 7 ) de fi n e d an e v e nt as "a spe ci al e v e n t r e c o g n i z e s a uni que m o m e n t in tim e with c e r e m o n y and ritual to s a ti s fy s p e ci fic

n e e d s ” E v e n t s re q u ir e p h y s i c a l s e tt in g in urban or rural areas , in for est , by river s, in open field and p u r p o s e - b u i l d a m e n i ti e s Events

e n te rt a i n loc a ls and pr o v id e r e c r e a t i o n a l a c t i v i t i e s in and out

se a s o n for t o u ri s ts

T r a d i t i o n a l f e s t i v a l s in V i e t n a m c o n s t i t u t e a form of cu lt u re

a c ti v it ie s, a s p i r i t u a l pr od u c t, w h i c h the p e o p le have c re at ed and

d e v e l o p e d d u r i n g the c o u r s e of h i s to ry .F es ti va l are e v e n ts , w hic h

r e p r e s e n t th i s t r a d i t i o n of the c o m m u n i t y as w ell as a c h a n c e for the m, h o no r the holy f i g u r e s na m e d as “ g o d s ” - t h e real p e o p l e in

n a ti o n a l h i s t o r y or l e g e n d a r y pe ople T h e im ag e of go d s c o n v e r g e

f o u g h t a g a i n s t fo r e ig n in v a d e r s , re c la i m e d new lands, tre a te d

p e o p l e f o u g h t a g a i n s t n a tu ra l c a l a m i t i e s or t h o s e le g e n d a r y

c h a r a c t e r s th a t a ff e c t the e a r t h l y life Ev ery f e s t iv a l will inc lud e

t h r e e steps: p r e p a r a t i o n , the f e s t i v a l da y (s ) and the e n d in g of

2.2 M e a n in g o f e ve n ts a nd f e s tiva ls in

m a r k e t in g d e s tin a tio n

E ven ts and f e s t i v a l s play a n u m b e r of s i g n i f i c a n t roles in a

d e s t i n a t io n in c l u d i n g , e c o n o m i c and m a r k e ti n g ones Ev ent and

J a n ie ro , O k t o b e r f e s t in Mu ni ch , the E d i n b u r g h Fe st iv al in S co tla n d and Lo ndo n T h e m e s F e st iv a l are all now d e fi n e the d e s t i n a t io n in ter m of f e s t iv a l brand

Hall ( 1 9 9 2 , 1 3 6 ) i n d e n t i f y t h r e e i m p o r t a n t o b j e c t i v e s of e v e n t

m a r k e ti n g “ read t h e i r c u s t o m e r need and m o ti v a ti o n s , d e v e l o p

p r o d u c t s th a t me et t h e s e ne eds , and build a c o m m u n i c a t i o n s

D e s t i n a t i o n and fe s t i v a l s and e v e n t s need to e s t a b l i s h a point of

d i f f e r e n c e in o r d e r to a tt r a c t an a u d i e n c e The na me and the th e m e

of an e v e n t need to be t r a n s l a t e d e f f e c t i v e l y into a logo, s ig n ag e , med ia, a d v e r t i s i n g m e r c h a n d i s i n g , ci vic de si gn , b a n n e r s and

b il lb o a rd s A s t r a t e g y p r o m o t i o n a l s t r a t e g y will in vo lv e c o n t a c t with int e rn a l and e x t e r n a l ma rk et s

In term of e c o n o m i c i m p l i c a ti o n s , fe s t iv a l is a big b u s i n e s s and it

b e c o m e s pa rt of d e s t i n a t i o n t o u r i s m s t r a t e g ie s b e c a u s e th ey can bring in new m o n e y to the local e c o n o m y Th e re is the g e n e r a t i o n

of jo b s not o n l y w ith in the e v e n t s and t o u r i s m s e c t o r but be yon d

l e g it im i z e the v a c a t i o n d e c i s i o n ( T o u r i s m be h a v io r: t r a v e l e r s ’

d e c i s io n and a c ti o n )

T o u ri s ts are a ff e c te d by s e v e ra l s o u r c e s be for e d e c i d i n g w h e t h e r to com e to a d e s t i n a t i o n , to buy t o u r i s m se rv ic e s , or a tt e n d i n g e v e n ts

or fe st iv a ls Most of c o n s u m e r s try to d e t e r m i n e (1) the re le v a n t crit e ria on w h i c h to base th e ir d e c i s io n - the n a tu re of e v e n t

p e rf o r m e r s , the loca tio n, o th e r a tt r a c t i o n s in the area, the t i c k e t price and so on and (2) the e x t e n t to w hi c h the e v e n t will s a ti s fy the ir needs As th ey c o m p a r e d i f f e r e n t l eis ur e e x p e r i e n c e s , e v e n t

c o n s u m e r s e n g a g e in both e x te r n a l and inte rna l s e a r c h e s fo r inf o rm a ti o n 5

i n v o l v e m e n t and e x t e n d e d d e c i s io n In th e s e c a se s to u r i s t

i n fo r m a ti o n c e n t e r act as e x t e r n a l s o u rc e s and help to u r i s t

u n d e r s ta n d the e v e n ts and fe s t i v a l s nature

On the o t h e r site, so m e i n te rn a l i n f l u e n c e s af f e c t to u r i s t d e c i s io n

ma ki n g a b o u t e v e n t s and f e s t iv a l s T h e y inc lu d e: p e r c e p t i o n , lea rn in g and m e m o ry , m o ti v e s , p e r s o n a l i t y tr a its and c o n s u m e r att itu de s

3 Models of marketing events and festivals in Hanoi via TICs

The M i n i s tr y of C ul tu re , S p o r ts and T o u r i s m is p r e p a r i n g for the

2009 A S E A N T o u r i s m Fo ru m (ATF 2 0 09 ) s c h e d u l e d to be held in

5 J o h n n y A l l e n , W i l l i a m O ’T o o l e , I a n M c D o n n e l l , R o b e r t H a r r i s , F e s t i v a l a n d

s p e c i a l e v e n t m a n a g e m e n t

V i e tn a m from J a n u a r y 5-12 One of the m a jo r a c ti v i ti e s is b u i ld i n g a

Durin g the 15 y e a r s si n c e its in c e p ti o n , A P E C has g r e a t l y b e n e f it e d its m e m b e r e c o n o m i e s It is a fo r u m ba sed on v o l u n t a r y

p a r t i c i p a t i o n o f m e m b e r s , who, a c c o r d i n g to t h e i r d e v e l o p m e n t

B o g o r Goals, A P E C ’s aim is to a c h i e v e fr e e and open tr a de and

i n v e s t m e n t by 20 10 fo r A P E C ' s d e v e l o p e d e c o n o m i e s , and by 2 0 2 0

f o r d e v e l o p i n g m e m b e r s One e x a m p l e of the b e n e f it s of A P E C

m e m b e r s h i p is the b u s i n e s s tr a v e l in it ia t iv e , u n d e r w h i c h

b u s i n e s s p e o p l e ho ldi ng an A P E C card can e n te r any of the m e m b e r

e c o n o m i e s w i t h o u t hav ing to o b ta i n a visa

Of mo re than 2.9 mi ll io n i n te r n a t i o n a l t o u r i s t s c o m in g to V i e t n a m in

20 04, 2.2 mil li on ca m e fro m A P E C m e m b e r e c o n o m i e s , a c c o u n t i n g

f o r 7 5 7 % of the total The A P E C 2006 s u m m i t was the b i g g e s t

i n t e r n a t i o n a l e v e n t to be held in V i e t n a m at this time Th e w e e k - long g a th e r i n g of the l e a d e r s of 21 m e m b e r e c o n o m i e s fr o m

N o v e m b e r 12 to 19 in H anoi w as the key activ it y

In the SOM I, V i e t n a m w e l c o m e s more th a n 800 p a r t i c i p a n t s and

ho ld s 40 re lat ed m e e t i n g s to d i s c u s s A P E C ' s d ir e c ti o n s

A c c o r d i n g to D e p u ty PM Vu Khoa n, C h a ir m a n of the A PE C 2006

N a ti o na l C o m m i t t e e , ho s ti ng the A s i a - P a c i f i c E c o n o m i c For um 2006 wou ld s er v e as a v a l u a b l e o p p o r t u n i t y fo r V i e tn a m First, V i e tn a m will ma ke p o s i ti v e c o n t r i b u t i o n s to the d e v e l o p m e n t of AP E C ,

ma king it more s u b s t a n t i v e and e ff ic i e n t S e c o n d , V i e t n a m will

f u r t h e r n u rt u r e an imag e of d y n a m i s m , h o s p i t a l i t y and c ul tu ra l ide nt it y of the c o u nt ry Th ird, t h r o u g h A P E C , V i e t n a m will p r o m o te

re la ti o n s with all o t h e r A P E C m e m b e r s and a c c u m u l a t e more

su p p o r t fro m the f o r u m s ’ m e m b e r s for the c o u n tr y 's bid to joi n the

m or e th a n 100 y e a rs of e s t a b l i s h i n g B e s i d e s o th e r a t t ra c ti o n ,

t r a d i t i o n a l h a n d i c r a f t is the a t t r a c t i o n s w hi ch d r a w a t t e n ti o n of

to u ris ts

The f e s t iv a l was held in T h o n g Nhat Park in F e br u ar y, 2006 Som e

a c t i v i t i e s are o r g a n i z e d such as: p r e s e n t a t i o n of Hanoi c u l i n a r y art and o t h e r c o u n t r i e s ones, the p r o d u c t s from f a m o u s h a n d i c r a ft

v i l l a g e s such as: Bat Tr ang , Don g Ho, Hai Duo ng, Van P huc and so

B e si d e s t h o s e main a c ti v i ti e s , t r a d i t i o n a l g a m e s and p e r f o r m a n c e s are d e s i g n e d by tr a v e l a g e n t s to p r o m o t e the cu lt u re of V i e t n a m in

ge ne ra l

3.4 A S E M 5

The 5th A s ia E ur o p e a n M e e tin g was held s o l e m n l y with the

p a r ti c i p a ti o n of n e ar ly 1,000 d e l e g a t e s fro m 39 A S E M m e m b e r high level d e l e g a t i o n s Ma ny m a jo r a c t i v i t i e s w ith in the f r a m e w o r k of th e

S u m m it af f ir m e d A S E M role in and c o n t r i b u t i o n to m a i n t a i n i n g peace, sta b il it y, c o o p e r a t i o n and d e v e l o p m e n t in A sia, Eu ro pe and the world T h e H anoi S u m m it p r o c e e d e d well and the L e a d e rs and

p a r ti c i p a n ts fe lt c o m f o r t a b l e and c o m p l e t e l y safe W it h the s u c c e s s

of A S E M , we i m pr ov ed f u r t h e r the i m ag e of V i e t n a m - a d y n a m i c , stable, p o te n ti a l, r e lia b le c o u n t r y being a c ti v e in the p r o c e s s of

i n te r n a ti o n a l in te g r a t i o n in the s p ir it " V i e tn a m is re ad y to b e fr i e n d and r e lia b le p a r t n e r with all c o u n t r i e s in the i n t e r n a t i o n a l

c o m m u n i t y s tr i v i n g fo r p e ac e and d e v e l o p m e n t "

The IX A S E M B u s i n e s s For um ( A E B F ) was held on the 7-8 O c t o b e r

2004 in Hanoi Th e Forum a tt ra c te d the b i g g e s t n u m b e r o f

p a r ti c i p a n ts with 310 e n t r e p r e n e u r s fro m the two c o n t i n e n t s (1 58

at the VIII A E B F in Seoul (K o r e a ) The p a r t i c i p a n t s w e re d iv i d e d into 7 w o r k i n g gr oup s: T r ad e , I n v e s t m e n t and I n f r a s t r u c t u r e ,

F in a n c ia l S e rv i c e , In f o r m a t i o n and I n f o r m a t i c s T e c h n o l o g y , Food and F o o d - s t u f f , Small and M e d iu m E n t e r p r i s e s and T o u r i s m

A c c o r d i n g to T r a d e M i n i s t e r T r u o n g Dinh T u y en , A E B F wou ld not only c re a te new b u s i n e s s o p p o r t u n i t i e s fo r V i e t n a m e s e

e n t r e p r e n e u r s in the i m m e d i a t e fu t u r e but also turn th e m into

b e n e f i c i a r i e s of the i n s t i t u t i o n s and po l ic i e s th a t wo u ld be i m p r o v e d

on the basis of the r e c o m m e n d a t i o n s s u b m i t t e d to the A S E M

S u m m it from th o s e w o r k i n g gr o u p s At the fo ru m , the im ag e and

p r o d u c ts of the V i e t n a m e s e p a r t i c i p a t i n g b u s i n e s s e s w e r e w i d e l y

p u b l i c i z e d in the b u s i n e s s c o m m u n i t y of the tw o c o n t i n e n t s and

he lped e n h a n c e the po si ti o n of V i e t n a m e s e b u s i n e s s e s in the w o rl d market

3.5 H a n o i F lo w e r F e s t iv a l

Hanoi F l o w e r F e s ta iv a l was held in D e c e m b e r, 200 9 w e l c o m e d the

y ea r 2009 and it is also the c h a n c e to p e p r e p a r e for the f l o w e r

f es tiv a l in H anoi 1000 y ea r a n n i v e r s a r y

F lo w e rs are well p r e p a re d and f i n i s h e d by f a m o u s f l o w e r s ar tis tes :

N gu yen Manh Hung, Mai Hanh, N gu ye n Ba Muu, Due Hai

This e v e nt d r e w a lot a t t e n ti o n of H a n o i a n s and t o u r i s t s b e c a u s e it

is the firs t t i m e Hanoi local have c h a n c e to live in the a t m o s p h e r e

of f l o w e r fe s t iv a l A lot of news, b a n n e r s ar ou n d the city c e n t e r was

o r g a n i z e the Hue F e s ti v a l 2 0 0 0 - an i n te r n a t i o n a l fe s t iv a l of

c u ltu re , arts, and t o u r i s m of the c o u n tr y e v e r held in V i e t n a m Hue

fe s t iv a l is held ve r y 2 y e a rs and now it has b e c o m e one of the m o s t

f o r e i g n v is it o rs Th e Hue F e s ti v a l 20 00 was, in deed, the na ti on a l

fe s t iv a l of i n t e r n a t i o n a l sc al e on cu ltu re , arts, to u ri s m , and a fo r um