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

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dc.title Digital marketing access as a source of competitiveness in traditional Vietnamese handicraft villages en
dc.contributor.author Vaculčíková, Zuzana
dc.contributor.author Tučková, Zuzana
dc.contributor.author Nguyen, Xuan Thanh
dc.relation.ispartof Innovative Marketing
dc.identifier.issn 1814-2427 Scopus Sources, Sherpa/RoMEO, JCR
dc.date.issued 2020
utb.relation.volume 16
utb.relation.issue 1
dc.citation.spage 1
dc.citation.epage 10
dc.type article
dc.language.iso en
dc.publisher LLC CPC Business Perspectives
dc.identifier.doi 10.21511/im.16(1).2020.01
dc.relation.uri https://businessperspectives.org/innovative-marketing/issue-343/digital-marketing-access-as-a-source-of-competitiveness-in-traditional-vietnamese-handicraft-villages
dc.subject Digital marketing en
dc.subject Skills en
dc.subject Thua Thien Hue province en
dc.subject Tourism en
dc.subject Traditional handicraft villages en
dc.description.abstract 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. © Zuzana Vaculčíková, Zuzana Tučková, Xuan Thanh Nguyen, 2020. en
utb.faculty Faculty of Management and Economics
utb.faculty Faculty of Logistics and Crisis Management
dc.identifier.uri http://hdl.handle.net/10563/1009622
utb.identifier.obdid 43881351
utb.identifier.scopus 2-s2.0-85080942159
utb.source j-scopus
dc.date.accessioned 2020-03-26T10:44:54Z
dc.date.available 2020-03-26T10:44:54Z
dc.rights Attribution 4.0 International
dc.rights.uri http://creativecommons.org/licenses/by/4.0/
dc.rights.access openAccess
utb.ou Department of Enterprise Economics
utb.ou Department of Logistics
utb.contributor.internalauthor Vaculčíková, Zuzana
utb.contributor.internalauthor Tučková, Zuzana
utb.contributor.internalauthor Nguyen, Xuan Thanh
utb.scopus.affiliation Department of Enterprise Economics, Faculty of Management and Economics, Tomas Bata University, Zlín, Czech Republic; Department of Logistics, Faculty of Logistics and Crisis Management, Tomas Bata University, Zlín, Czech Republic
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