ResearchBib Share Your Research, Maximize Your Social Impacts
Sign for Notice Everyday Sign up >> Login

Success Factors of Hallmark Events: the case of Vietnam

Journal: Journal of Association of Arab Universities for Tourism and Hospitality (Vol.15, No. 3)

Publication Date:

Authors : ; ;

Page : 79-84

Keywords : Hallmark events; Success factors; Host community; Vietnam; authenticity;

Source : Downloadexternal Find it from : Google Scholarexternal

Abstract

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.

Last modified: 2020-03-22 09:19:58