Digital Marketing Application to Enhance Tourism Market Access for Traditional Craft Villages in Selected Place

BA Xuan Thanh Nguyen

Diplomová práce

Abstract:

The aim of this study is to create project documentation for the sustainability development for the tourism in Thua Thien Hue province and Vietnam with the section of handicraft products in traditional villages in the province. Through this research, it is indicated that the problem that villages are facing to adopt digital marketing in the new market access of tourism. Based on that the author gives the strategy that most suitable to those businesses for the initial adopting to digital marketing as well as tools and platforms that is most suitable. The solution is also given by training course for handicraft villages to solve the problem of tourism market access. They will benefit from this project of enhancing knowledge and experience in digital marketing for tourism.

Abstract:

The aim of this study is to create project documentation for the sustainability development for the tourism in Thua Thien Hue province and Vietnam with the section of handicraft products in traditional villages in the province. Through this research, it is indicated that the problem that villages are facing to adopt digital marketing in the new market access of tourism. Based on that the author gives the strategy that most suitable to those businesses for the initial adopting to digital marketing as well as tools and platforms that is most suitable. The solution is also given by training course for handicraft villages to solve the problem of tourism market access. They will benefit from this project of enhancing knowledge and experience in digital marketing for tourism.

Keywords

Digital marketing, tourism, market access, strategy, digital marketing platforms and tools, Michael Porter's 5 forces, SWOT, quantitative research, qualitative research, planning, sustainable development, handicraft, handicraft villages, traditional villages

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 15. 4. 2019

Obhajoba závěrečné práce

• Vedoucí: doc. Ing. Zuzana Tučková, Ph.D.

Univerzita Tomáše Bati ve Zlíně

Fakulta managementu a ekonomiky

Magisterský studijní program / obor:
Economics and Management / Business Administration