ENHANCING THE BRAND VALUE OF VIETNAMESE BÁNH MÌ IN TOURISM DEVELOPMENT OF HO CHI MINH CITY

Tóm tắt

From a humble and widely popular street food, bánh mì has gained international recognition, becoming a favorite among foreign visitors and receiving high praise from esteemed global culinary organizations. However, Ho Chi Minh City's tourism sector has yet to fully capitalize on the potential of this culinary asset for tourism development. This study examines the current state then outlines strategic directions, and proposes several solutions to enhance the brand value of Vietnamese bánh mì in tourism development of Ho Chi Minh City. To achieve these research objectives, the author employs various methodologies, including literature review and textual analysis, comparative analysis, and field investigation. The findings offer significant insights for policymakers, tourism stakeholders and culinary businesses engaged in developing food tourism in Ho Chi Minh City. By examining key factors that influence the brand value of Vietnamese bánh mì, such as product quality, marketing strategies, workforce and infrastructure, the study proposes a comprehensive framework to enhance bánh mì’s position as a distinctive cultural brand and sustainable tourism asset.