| dc.description.abstract | The globalization of the 20th century and especially the 21th century has brought out not only the competitiveness of companies but also of the cities all around the world. Nowadays, many cities are trying to differentiate themselves from their competitors by many different aspect (cultures, history, natural and human structure, various other activities, etc.). And by doing so, they have created an image of themselves in the eyes of their inhabitants and visitors. Such image is shaped by the perception of the city that people have.
Ho Chi Minh city is not the exceptional from the run. With the purpose to identify the elements shaping the perception of the city brand value and furthermore, the city brand image elements that have influenced on the perception. It is designed to collect the date from foreign traveler to gain the result of tourist’s perception of Ho Chi Minh city brand value influenced by four city brand image element which are “urban infrastructure and activities”, “urban service and public attitude”, “historical and cultural legacy”, “tourism guidance and publicity”. Hopefully, the study would be able to give the guidance for who want to orientate the perception of Ho Chi Minh city brand value.
The research was accomplished by gathering 252 responses collected within 3 weeks. The software SPSS Statistics 22 was used with 5 types of analyses. The final result confirmed and developed the model with 4 independent variables (urban infrastructure and activities, urban service and public attitude, historical and cultural legacy, tourism guidance and publicity), and 2 dependent variables (Admin centralism, urban attractiveness).
Keywords: city branding, city image, brand | en_US |
