Success Factors of Hallmark Events: the case of Vietnam

A Hallmark event is a major event of limited duration that occurs once or regularly, and represents the authentic and unique culture of any tourism destination. One of the primary purposes of Hallmark events is to provide the hosting community with an opportunity to gain prime exposure on their tourism market place. This study aims to highlight the success factors of a Hallmark event in Vietnam, as a pilot example to assist organizers in prolonging the life-span of their destination. “Nghinh Ong” or “Whale Worship Festival” is one of the most well-known Hallmark events in Vietnam. It has a unique theme and represents the distinctive Vietnamese culture. 150 questionnaires were distributed among the attendees of the event; only 117 questionnaires were valid for analysis. The study found that the festival’s organisation and high quality performances or activities were major factors that ranked highly in the success of this Hallmark event.