Branding stategy for Cua Lo beach

Abstract

    For the tourism industry, branding is of utmost importance and determines the attractiveness and competitiveness of the destination. At the same time, the brand’s image is also an integral contributor to increased competitive advantage, making tourism a key economic sector. Over the past years, tourism activities in Cua Lo have seen some changes and achieved signifi cant results but there still exist shortcomings. This study was conducted to evaluate the current situation of business operations, the development of Cua Lo sea brand, thereby proposed several solutions and recommendations to improve Cua Lo Beach’s tourism brand development strategy.

DOI: https://doi.org/10.53818/jfst.01.2020.344