Marketing Conference | Series 2022 Marketing Conference
Series 2022
Our Team

Our Team

Conference venue

With its spectacular campus and state-of-art facilities, The VinUniversity offers a first-class conference and event facility complemented by all the style, comfort, and attention to detail you would expect to find in an

Since opening its doors in 2018, the VinUniversity has become one of Hanoi’s premiere event venues. Our conference will be hosted here, including the morning Academic Session and Student Case Writing Competition in the afternoon.

 

Conference venue
Conference venue
Conference venue

Organizing Committee

Professor Jenny Kyunghwa Chung

Professor Jenny Kyunghwa Chung

Committee Member

Dr. Le Dinh Hieu

Dr. Le Dinh Hieu

Commitee Member

Ms. Tran Mai Lien

Ms. Tran Mai Lien

Website & Social Media

Tracks & Track Chairs

Track Chair: Associate Professor Hyunjeong “Spring” Han

This track seeks papers from a wide range of disciplines and regions that investigate the questions, techniques, and dilemmas involved in the sustainable development and management of smart cities in the context of tourism—also known as smart tourism cities or smart urban tourism destinations—as they relate to a variety of issues, including the following:

  • Tourism markets for smart cities—changing expectations and motivations, sought-after, lived, and co-created experiences, and sustainable tourist behaviors;
  • Smart city tourism resources—technological and other resources used by smart cities to promote tourism products such as culture, heritage, local food, transportation, festivals, conferences/exhibitions, digital tourism trails, and the use of augmented and virtual reality to enhance visitor experiences in heritage sites.
  • Smart cities and the sharing economy—links between smart cities and the sharing economy in the context of tourism, ethical issues (for example, Airbnb versus Fairbnb in smart tourism cities);
  • Smart city innovations to reduce overtourism in tourism cities—capacity management, crowd management, interactions with local residents, local businesses, event organizers, and tour operators;
  • perspectives of local residents Smart cities in a tourism context—resident perceptions and reactions to their cities’ digital “Disneyfication,” co-creation of digital tourism products/services and smart brands with local residents, and development of smart governance tools to encourage interaction between visitors and residents.
  • Smart city tourism governance issues include leadership, collaboration, and examples of successful and failed governance systems, as well as the participation of local residents and other key stakeholders in co-creation processes.
  • Climate change, zero waste, low-emissions transportation in a tourism context, inclusiveness and gentrification, ecolabels and certification, promotion of sustainable tourist behavior, nature-based tourism in smart tourism destinations are all examples of sustainable development issues specific to smart tourism city destinations.
  • Slow tourism, wellness tourism, medical tourism, food tourism, business tourism, major sports event tourism, digitalisation, new mobilities, the relationship between the smart city and nearby smaller towns and villages in a tourism context, age-related product mixes, mobile technologies, co-creation of smart tourism destination brands in tourism cities are all examples of smart cities and new tourism trends.

The preceding list is only for illustration purposes.

Track Chairs: Professor. Werner Kunz and Associate Professor Tuan Q. Phan

The process of managing and influencing consumer perception of a brand or business is known as reputation marketing. The goal is to highlight the brand’s strengths and promote them in a way that converts leads and shoppers into customers. The discipline entails gathering and amplifying positive brand content in order to leverage your brand’s reputation as an asset that improves your marketing efforts and campaigns. Consider this distinction between “reputation marketing” and “reputation management”: many marketers associate reputation management with “crisis management,” implying that it is not something executives often consider until there is already a crisis.  Reputation marketing represents more proactive and preventative efforts.

The track entails consistently monitoring a place or destination brand’s reputation (rather than acting only when problems arise), as well as amplifying user generated content (rather than simply responding to it) with the goal of attracting prospects and leads.

Track Chairs: Professor David Reibstein and Dr. Trinh Viet Dung

Topics appropriate for this track include, but are not limited to the following areas:

  • Nation/City branding, global competitiveness and performance
  • Nation/City branding and firms’ repositioning in the supply chain
  • Nation/City branding strategy in emerging markets
  • Cultural identity, heritage and Nation/city branding
  • Globalization and nation/city branding
  • Branding, product image, country image and country reputation
  • The interplay and mutual influence of country/city image on product/brand image
  • Nation/City branding’s effect on consumer evaluation and decision making
  • Consumer cosmopolitanism, ethnocentrism and animosity, in relation to nation/city branding
  • The relationships between nation/city branding and global brands