IDEAS home Printed from https://ideas.repec.org/h/spr/prbchp/978-981-97-0996-0_7.html
   My bibliography  Save this book chapter

Influence of Brand Mascots on Enhancing Awareness of Vietnam’s Tourism

In: Corporate Practices: Policies, Methodologies, and Insights in Organizational Management

Author

Listed:
  • Trinh Tan

    (FPT University)

  • Thi Tra My Le

    (FPT University)

  • Hoang Quynh My Phan

    (FPT University)

  • Truong Son Phuong Phan

    (FPT University)

  • Linh Giang Nguyen

    (FPT University)

  • Thuy Phuoc Tan Le

    (FPT University)

Abstract

Building brand awareness is an important step in enhancing the familiarity and recall of visitors to a tourist destination. Using brand mascots in marketing campaigns is one of the critical methods to build brand awareness. Using mascots helps travelers recall meaningful qualities and improves the image of popular attractions, allowing the country’s tourism sector to grow considerably and deliver significant economic advantages, especially while Vietnam’s tourism economy is recovering from the COVID-19 pandemic. However, the mascot image has yet to be effectively utilized in the tourism industry. The purpose of this research is to investigate the influence of brand mascots on increasing awareness of the tourism industry in Vietnam among the Gen Z generation. We used a Pilot Study to adjust the scale to suit the Vietnamese context. Also, we employed the quantitative method using the analytical tools of EFA, CFA, and SEM to measure the outcomes in this 165-student population study. According to the results of the survey, young people are very interested in and appreciate brand mascots. Mascot traits have a significant influence on tourism destinations’ trustworthiness, attractiveness, attitude, and recognition. Furthermore, the data indicate that a mascot is an excellent communication strategy for increasing brand awareness. This research has partly contributed to encouraging marketers to take advantage of the power of the mascot brand to enhance the awareness of visitors to Vietnam’s tourism industry in the future.

Suggested Citation

  • Trinh Tan & Thi Tra My Le & Hoang Quynh My Phan & Truong Son Phuong Phan & Linh Giang Nguyen & Thuy Phuoc Tan Le, 2024. "Influence of Brand Mascots on Enhancing Awareness of Vietnam’s Tourism," Springer Proceedings in Business and Economics, in: Sebastian Kot & Bilal Khalid & Adnan ul Haque (ed.), Corporate Practices: Policies, Methodologies, and Insights in Organizational Management, pages 117-132, Springer.
    • Handle: RePEc:spr:prbchp:978-981-97-0996-0_7
    DOI: 10.1007/978-981-97-0996-0_7
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:prbchp:978-981-97-0996-0_7. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.