Digital marketing access as a source of competitiveness in traditional Vietnamese handicraft villages
Traditional handicraft villages have become an inevitable part of Vietnamese culture and play an important socio-economic role within the country’s development. However, poor governmental policy and regulatory environment in Vietnam, lack of infrastructure, limited management, marketing skills and k...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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LLC "CPC "Business Perspectives"
2020-02-01
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| Series: | Innovative Marketing |
| Subjects: | |
| Online Access: | https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/13054/IM_2020_01_Vaculsikova.pdf |
| _version_ | 1819170708136132608 |
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| author | Zuzana Vaculčikova Zuzana Tučkova Xuan Thanh Nguyen |
| author_facet | Zuzana Vaculčikova Zuzana Tučkova Xuan Thanh Nguyen |
| author_sort | Zuzana Vaculčikova |
| collection | DOAJ |
| description | Traditional handicraft villages have become an inevitable part of Vietnamese culture and play an important socio-economic role within the country’s development. However, poor governmental policy and regulatory environment in Vietnam, lack of infrastructure, limited management, marketing skills and knowledge often lead to scarce information to access the market. The aim of the research is to investigate the contemporary status of digital marketing strategies and tools used in handicraft villages in Thua Thien Hue province. It will be complemented by finding out the needs of handicraft businesses about the training course and consultancy on e-marketing. The key quantitative research method is a questionnaire survey of 100 handicraft businesses in 11 villages in Thua Thien Hue province in Vietnam. The results indicated that these businesses do not use digital marketing as the main tool to acquire customers. One of the main reasons can be a fact of not owning sufficient IT technology. However, despite this, businesses realize the need for digital marketing applications and are interested in adopting digital marketing skills and training in order to enhance tourism market access within national and international borders. That is a positive sign for future application of online marketing strategies into business management. |
| first_indexed | 2024-12-22T19:39:41Z |
| format | Article |
| id | doaj.art-28fc8e0a4e46422b8e35280d82096311 |
| institution | Directory Open Access Journal |
| issn | 1814-2427 1816-6326 |
| language | English |
| last_indexed | 2024-12-22T19:39:41Z |
| publishDate | 2020-02-01 |
| publisher | LLC "CPC "Business Perspectives" |
| record_format | Article |
| series | Innovative Marketing |
| spelling | doaj.art-28fc8e0a4e46422b8e35280d820963112022-12-21T18:14:53ZengLLC "CPC "Business Perspectives"Innovative Marketing1814-24271816-63262020-02-0116111010.21511/im.16(1).2020.0113054Digital marketing access as a source of competitiveness in traditional Vietnamese handicraft villagesZuzana Vaculčikova0https://orcid.org/0000-0002-2549-6423Zuzana Tučkova1https://orcid.org/0000-0001-7443-7078Xuan Thanh Nguyen2Ing., Ph.D., Department of Enterprise Economics, Faculty of Management and Economics, Tomas Bata University in ZlinIng., Ph.D., doc., Department of Logistics, Faculty of Logistics and Crisis Management, Tomas Bata University in ZlinIng., Department of Enterprise Economics, Faculty of Management and Economics, Tomas Bata University in ZlinTraditional handicraft villages have become an inevitable part of Vietnamese culture and play an important socio-economic role within the country’s development. However, poor governmental policy and regulatory environment in Vietnam, lack of infrastructure, limited management, marketing skills and knowledge often lead to scarce information to access the market. The aim of the research is to investigate the contemporary status of digital marketing strategies and tools used in handicraft villages in Thua Thien Hue province. It will be complemented by finding out the needs of handicraft businesses about the training course and consultancy on e-marketing. The key quantitative research method is a questionnaire survey of 100 handicraft businesses in 11 villages in Thua Thien Hue province in Vietnam. The results indicated that these businesses do not use digital marketing as the main tool to acquire customers. One of the main reasons can be a fact of not owning sufficient IT technology. However, despite this, businesses realize the need for digital marketing applications and are interested in adopting digital marketing skills and training in order to enhance tourism market access within national and international borders. That is a positive sign for future application of online marketing strategies into business management.https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/13054/IM_2020_01_Vaculsikova.pdfdigital marketingskillsThua Thien Hue provincetourismtraditional handicraft villages |
| spellingShingle | Zuzana Vaculčikova Zuzana Tučkova Xuan Thanh Nguyen Digital marketing access as a source of competitiveness in traditional Vietnamese handicraft villages Innovative Marketing digital marketing skills Thua Thien Hue province tourism traditional handicraft villages |
| title | Digital marketing access as a source of competitiveness in traditional Vietnamese handicraft villages |
| title_full | Digital marketing access as a source of competitiveness in traditional Vietnamese handicraft villages |
| title_fullStr | Digital marketing access as a source of competitiveness in traditional Vietnamese handicraft villages |
| title_full_unstemmed | Digital marketing access as a source of competitiveness in traditional Vietnamese handicraft villages |
| title_short | Digital marketing access as a source of competitiveness in traditional Vietnamese handicraft villages |
| title_sort | digital marketing access as a source of competitiveness in traditional vietnamese handicraft villages |
| topic | digital marketing skills Thua Thien Hue province tourism traditional handicraft villages |
| url | https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/13054/IM_2020_01_Vaculsikova.pdf |
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