Digital marketing access as a source of competitiveness in traditional Vietnamese handicraft villages
-
DOIhttp://dx.doi.org/10.21511/im.16(1).2020.01
-
Article InfoVolume 16 2020, Issue #1, pp. 1-10
- Cited by
-
Funding dataFunder name: Tomas Bata University in ZlinFunder identifier: 70883521Award numbers: –
- 2028 Views
-
696 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
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.
- Keywords
-
JEL Classification (Paper profile tab)M15, M31, M39
-
References28
-
Tables3
-
Figures4
-
- Figure 1. The digital marketing strategies applied in handicraft villages
- Figure 2. Efficiency of digital marketing application by handicraft businesses
- Figure 3. Opinions of institutions about the role of digital marketing application
- Figure 4. Rate of institutions according to options of training courses
-
- Table 1. Overview of number of computers at handicraft businesses
- Table 2. Methods of digital marketing strategy in handicraft businesses
- Table 3. Staffing for digital marketing in handicraft businesses
-
- Ahmed, N. (1980). Problems and Management of Small Scale and Cottage Industries. New Delhi: Deep and Deep Publication.
- Anh, T. V. (2006). Off-farm business as a poverty reduction actor in Vietnam’s rural areas. Institute of Developing Economies, Japan External Trade Organization.
- APO. (2019). Workshop examines how craft villages continue to evolve.
- Blerim, K. (2012). The marketing of the craft products in Albania, The effects of web Marketing. European Scientific Journal, 8(3).
- Dilip, K., & Rajeev, P. V. (2013). A new strategic approach for marketing of handicraft product. International Journal of Applied Services Marketing Perspectives, 2(3).
- Ghouse, S. M. (2012). Indian Handicraft Industry: Problems and Strategies. International Journal of Management Research and Reviews, 2.
- Gough, K., & Rigg, J. (2012). Reterritorialising Rural Handicrafts in Thailand and Vietnam: A View from the Margins of the Miracle. Environment and Planning A: Economy and Space, 44(1), 169-186.
- Hitchcock, M., King, V. T., & Parnwell, M. (2010). Heritage Tourism in Southeast Asia. Denmark: Nordic Institute of Asian Studies.
- Kish, Leslie. (1965). Survey Sampling. New York: John Wiley and Sons, Inc.
- Kendall, L. (2014). Intangible traces and material things: the performance of heritage handicraft. Academia Korean a Keimyung Univ, 17(2), 537-555.
- Leeflang, P. S. H., Verhoef, P. C., Dahlström, P., & Freundt, T. (2014). Challenges and solutions for marketing in a digital era. European Management Journal, 32(1), 1-12.
- Ministry of Agriculture and Rural Development and Japanese International Cooperation Agency. (2004). The study on Artisan Craft Development Plan for Rural Industrialization in the Socialist Republic of Vietnam – Final Report. Vietnam: Hanoi.
- Ministry of Agriculture and Rural Development. (2006). Guidance for the implementation of Decree No. 66/2006/ND-CP dated 07/7/2006 of the Government on rural development. Hanoi: Vietnam.
- Ministry of Culture, Sports and Tourism. (2013). Craft village tourism to tap potential.
- Ministry of Natural Resources and Environment. (2008). National environmental assessment – Environment of Vietnam handicraft villages. Vietnam: Hanoi.
- Mohapatra, S. (2011). Problems Associated with Artisans in Making of Handicrafts in Orissa, India. Management Review: An International Journal, 6(1), 56-81.
- Nagori, N., & Saxena, K. (2012). Marketing of rural Handicraft products through retail format: A Synthesis Review. Annals of Management Research, 2(1).
- Nguyen, X. T. (2019). Digital Marketing Application to Enhance Tourism Market Access for Traditional Craft Villages in Selected Place (Master Thesis). Zlín: Tomas Bata University in Zlín.
- Pearse, W. (2010). A look at Vietnam’s Plastic Craft Villages. In Our World brought to you by United Nations University.
- Royle, J., & Laing, A. (2014). The digital marketing skills gap: Developing a Digital Marketer Model for the communication industries. International Journal of Information Management, 34(2), 65-73.
- Sakata, S. (2011). Rural Industrialization and Development of Craft Villages in Vietnam (7th ASAE Conference, Hanoi).
- Schwarzl, S., & Grabowska, M. (2015). Online marketing strategies: the future is here. Journal of International Studies, 8(2), 187-196.
- Sudman, S. (1976). Applied Sampling. New York: Academic Press.
- Szydlowski, R. A. (2008). Expansion of the Vietnamese Handicraft Industry: From Local to Global.
- Tonkova, E. (2015). E-marketing of territories – modern approaches and tools. In A. S. Novoselov & V.E. Seliverstov Local Production Systems: Analysis and Forecasting of Regional Economic Development. Novosibirsk, Sofia, Lodz, Banska Bystrica, Ternopil.
- Ungerman, O., Dedkova, J., & Gurinova, K. (2018). The impact of marketing innovation on the competitiveness of enterprises in the context of Industry 4.0. Journal of Competitiveness, 10(2), 132-148.
- Vietnam Investment Review. (2005). Handicraft Products a Major Sale. Vietnam Investment Review, 7.
- Vietnam Trade Information Centre. (2004). World Handicraft Market Welcoming Vietnam’s Products. Trade News, Hanoi.