Applying the Zaltman metaphor elicitation technique on understanding place image: Danang – the livable city of Vietnam in the minds of students
Purpose Danang – a heritage gateway, a socioeconomic urban of Central Vietnam – has been known as a livable city, a fantastic destination and a leading position in the Provincial Competitive Index. Since branding Danang appears to be unfocused, it is suggested that the city follow a st...
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| Định dạng: | Bài viết |
| Ngôn ngữ: | English |
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University of Economics Ho Chi Minh City
2023
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| Truy cập trực tuyến: | https://www.emerald.com/insight/content/doi/10.1108/JABES-02-2019-0013/full/html http://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/115429 |
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oai:scholar.dlu.edu.vn:DLU123456789-1154292023-03-08T03:56:06Z Applying the Zaltman metaphor elicitation technique on understanding place image: Danang – the livable city of Vietnam in the minds of students Truong, Van-Anh T. Purpose Danang – a heritage gateway, a socioeconomic urban of Central Vietnam – has been known as a livable city, a fantastic destination and a leading position in the Provincial Competitive Index. Since branding Danang appears to be unfocused, it is suggested that the city follow a strategy to meet the shared expectations of stakeholders instead of trying to create separate images toward different audiences. The paper aims to discuss these issues. Design/methodology/approach Therefore, this study selects the bottom-up approach from the viewpoint of Danang students whose requirement is consistent with those of investors, citizens and tourists. Findings The finding represents the initial associations of students about Danang as a livable, friendly, dynamic, modern coastal city of tourism and development with many opportunities, potential, attraction, integration and hometown feel. These salient images are exceeded from city characteristics, such as natural endowment, leisure places, beautiful scenes, diverse cuisine, peaceful, suitable living environment, orderly traffic, infrastructure and local people. Besides, crowded caused by development and population growth leads to an unpleasant feeling about narrow spaces but can be overwhelmed by the bustle. Although the result shows the success of Danang in communication, it also figures out the loss of the livable image in local students’ minds. Practical implications Hence, Danang must boost the positive effects of tourism development and limit its negative side. University–city cooperation through co-branding strategies can be considered a solution. Originality/value The study contributes not only to branding Danang but also to the literature because this is the first complete application of the Zaltman metaphor elicitation technique in city branding. 2023-03-08T03:56:06Z 2023-03-08T03:56:06Z 2019 Article 2515-964X https://www.emerald.com/insight/content/doi/10.1108/JABES-02-2019-0013/full/html http://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/115429 10.1108/JABES-02-2019-0013 en Journal of Asian Business and Economic Studies, Volume 27, Issue 2; p. 153-173 application/pdf University of Economics Ho Chi Minh City |
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Thư viện Trường Đại học Đà Lạt |
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Thư viện số |
| language |
English |
| description |
Purpose Danang – a heritage gateway, a socioeconomic urban of Central Vietnam – has been known as a livable city, a fantastic destination and a leading position in the Provincial Competitive Index. Since branding Danang appears to be unfocused, it is suggested that the city follow a strategy to meet the shared expectations of stakeholders instead of trying to create separate images toward different audiences. The paper aims to discuss these issues. Design/methodology/approach Therefore, this study selects the bottom-up approach from the viewpoint of Danang students whose requirement is consistent with those of investors, citizens and tourists. Findings The finding represents the initial associations of students about Danang as a livable, friendly, dynamic, modern coastal city of tourism and development with many opportunities, potential, attraction, integration and hometown feel. These salient images are exceeded from city characteristics, such as natural endowment, leisure places, beautiful scenes, diverse cuisine, peaceful, suitable living environment, orderly traffic, infrastructure and local people. Besides, crowded caused by development and population growth leads to an unpleasant feeling about narrow spaces but can be overwhelmed by the bustle. Although the result shows the success of Danang in communication, it also figures out the loss of the livable image in local students’ minds. Practical implications Hence, Danang must boost the positive effects of tourism development and limit its negative side. University–city cooperation through co-branding strategies can be considered a solution. Originality/value The study contributes not only to branding Danang but also to the literature because this is the first complete application of the Zaltman metaphor elicitation technique in city branding. |
| format |
Article |
| author |
Truong, Van-Anh T. |
| spellingShingle |
Truong, Van-Anh T. Applying the Zaltman metaphor elicitation technique on understanding place image: Danang – the livable city of Vietnam in the minds of students |
| author_facet |
Truong, Van-Anh T. |
| author_sort |
Truong, Van-Anh T. |
| title |
Applying the Zaltman metaphor elicitation technique on understanding place image: Danang – the livable city of Vietnam in the minds of students |
| title_short |
Applying the Zaltman metaphor elicitation technique on understanding place image: Danang – the livable city of Vietnam in the minds of students |
| title_full |
Applying the Zaltman metaphor elicitation technique on understanding place image: Danang – the livable city of Vietnam in the minds of students |
| title_fullStr |
Applying the Zaltman metaphor elicitation technique on understanding place image: Danang – the livable city of Vietnam in the minds of students |
| title_full_unstemmed |
Applying the Zaltman metaphor elicitation technique on understanding place image: Danang – the livable city of Vietnam in the minds of students |
| title_sort |
applying the zaltman metaphor elicitation technique on understanding place image: danang – the livable city of vietnam in the minds of students |
| publisher |
University of Economics Ho Chi Minh City |
| publishDate |
2023 |
| url |
https://www.emerald.com/insight/content/doi/10.1108/JABES-02-2019-0013/full/html http://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/115429 |
| _version_ |
1765278296082219008 |