Citation:

Nguyen Minh Trang, Ngo Duc Phu. "Public Relations in Promoting Cultural Tourism in Vietnam" International Research Journal of Economics and Management Studies, Vol. 4, No. 8, pp. 175-181, 2025. Crossref. http://doi.org/10.56472/25835238/IRJEMS-V4I8P118

Abstract:

Public Relations (PR) is a foundation in advancing cultural tourism in Vietnam, playing the role of both a strategic communication tool and an impetus in sustainable tourism development. Through the molding of the country's image and projection of its cultural identity, PR activities endeavor to draw international tourists in while promoting an appreciation of Vietnam's heritage among local people. This research examines the strategies and success of PR campaigns undertaken by Vietnamese tourism officials, cultural organizations, and private travel companies. Key strategies include proactive media contact, social media promotion, participation in international tourism exhibitions, staging of cultural festivals, and inter-ministerial collaborations. These programs highlight Vietnam's rich history, intangible cultural heritage, festive occasions, and unique local experiences, thus establishing strong narratives that appeal to various target markets. Particular attention is paid to the role of positive storytelling in shaping tourist attitudes, enhancing brand equity, and improving Vietnam's competitive standing in the international tourism market. The findings emphasize that combining cutting-edge PR practices like influencer collaborations, interactive digital content, and data-driven audience targeting with true local cultural values can strongly enhance Vietnam's cultural tourism appeal. In addition, the research underlines the significance of long-term, relationship-based communication approaches that not only generate visitation but also foster sustainable and responsible traveler behavior. Finally, successful PR in cultural tourism depends on the holistic integration of universal marketing tendencies with the maintenance of cultural authenticity.

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Keywords:

Public Relations, Cultural Tourism, Vietnam.