探討越南生活文化觀光的整合行銷傳播及傳播效果

Exploring the Effectiveness of Integrated Marketing Communication on Cultural Tourism of Vietnamese Lifestyle

越南是世界各國目前投資及設廠的選擇之一。在經濟發展下，對於越南文化及社會的了解也須與時俱進中。因此如何將越南的生活文化有效的推廣，讓外國人對越南有所了解，對目前越南政府及計畫進入越南的廠商都是迫切的需求。因此如何有效推廣越南文化旅遊，對越南經濟發展及各國皆具有重要意義。本研究採量化調查方法，針對越南生活文化的內容做選擇，考量視覺傳播效益，以視覺設計風格、整合行銷傳播平台的宣傳效益，作為傳播效果的探討。為了收集東亞青年的意見，將編制的問卷題項，採用回譯技術翻譯成四種語言版本，並在亞洲四小龍的國家發放，共收集了466份有效樣本。研究結果為日本青年對於整合行銷傳播越南生活文化的內容及網頁設計最為喜好、常接觸多元整合行銷傳播平台，也有最高的傳播效果，因此是最有潛力的市場。善用整合行銷傳播平台是傳播效果的重要因素，尤其是新興媒體的網紅推薦及旅遊美食節目的報導是最有效方法。而且視覺傳播到越南體驗生活文化是能夠吸引更多未曾去過越南的亞洲青年。

Vietnam sits at a key geographical position at the crossroads between East Asia and Southeast Asia and has quickly become one of the top destinations for global investment and manufacturing developments. Effectively promoting Vietnam’s lifestyle and culture, allowing foreigners to understand the country, has become a pressing issue for both the Vietnamese government and companies planning to enter the Vietnamese market. Promoting Vietnam’s cultural tourism effectively is of significant importance to both the country’s economic development and its relationships with other nations.
This study adopts a quantitative research method. Firstly, select aspects of Vietnamese lifestyle and culture and then evaluate the communication effectiveness of various design styles of visual communication and of integrated marketing communication (IMC) platforms. To collect the opinions of East Asian youth, a 41-item questionnaire was distributed across the four Asian Tigers and 466 valid samples collected. The survey was translated into four languages using the back-translation method to ensure accuracy.
The results indicate that Japanese youth show the greatest preference for integrated marketing communications content and web design promoting Vietnam’s lifestyle and culture. They are also the most frequent users of diverse IMC platforms and exhibit the highest communication effectiveness, making Japan a highly potential market. Notably, influencer endorsements on emerging media and in-depth reports from travel and food programs are the most effective methods. Moreover, visual communication stressed on experiencing Vietnamese lifestyle and culture, has the potential to attract more Asian youth who have not yet visited Vietnam. Further discussions and suggestions are followed.