Stakeholder Involvement in Destination Marketing: A Network Analysis of two Destinations in Vietnam

Abstract

Purpose –This paper aims to identify the stakeholders involved in tourism destination marketing networks. The involvement and collaboration of multiple individuals and organisations is widely recognised in destination marketing to promote a destination. Internal stakeholders of a destination and their collaboration are frequently studied in destination marketing research, but little attention is paid to the involvement of external stakeholders. Design/Methodology/Approach – Quantitative social network analysis is an important approach to understanding stakeholder connections and roles in tourism destinations. In this paper, this analysis was conducted using primary data collected from social network surveys in Da Nang and Hue, two local destinations in central Vietnam. Sixty-nine questionnaires were collected in Da Nang, and 60 questionnaires in Hue. The network data were each analysed separately using UCINET software. Findings – The results show the involvement of different stakeholders in marketing activities in these local destinations. Most of the marketing networks of Da Nang and Hue consist of business units. While the Da Nang marketing network focuses on critical stakeholders and fundamental business firms with strong financial resources and big brands, the Hue marketing network includes more diverse stakeholders and more significant participation of small and medium local firms. Originality of research – This research found the participation of national and international stakeholders located outside the two destinations studied in their marketing network. Their involvement was identified through their collaborative relationships with the DMOs and internal stakeholders of the two destinations to promote the destinations nationally and internationally.

Keywords

• destination marketing
• marketing network
• social network analysis
• vietnam