Digital marketing access as a source of competitiveness in traditional Vietnamese handicraft villages

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F20%3A63525520" target="_blank" >RIV/70883521:28120/20:63525520 - isvavai.cz</a>

Alternative codes found

RIV/70883521:28160/20:63525520

Result on the web

<a href="https://businessperspectives.org/journals/innovative-marketing/issue-343/digital-marketing-access-as-a-source-of-competitiveness-in-traditional-vietnamese-handicraft-villages" target="_blank" >https://businessperspectives.org/journals/innovative-marketing/issue-343/digital-marketing-access-as-a-source-of-competitiveness-in-traditional-vietnamese-handicraft-villages</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.21511/im.16(1).2020.01" target="_blank" >10.21511/im.16(1).2020.01</a>

Result language

angličtina

Original language name

Digital marketing access as a source of competitiveness in traditional Vietnamese handicraft villages

Original language 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.

Czech name

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Czech description

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Type

J_SC - Article in a specialist periodical, which is included in the SCOPUS database

CEP classification

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OECD FORD branch

50204 - Business and management

Project

—

Continuities

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Publication year

2020

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Innovative Marketing

ISSN

1814-2427

e-ISSN

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Volume of the periodical

16

Issue of the periodical within the volume

1

Country of publishing house

UA - UKRAINE

Number of pages

10

Pages from-to

1-10

UT code for WoS article

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EID of the result in the Scopus database

2-s2.0-85080942159