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The use of the web as a marketing tool by selected arts organisations in Vietnam : a preliminary investigation

journal contribution
posted on 2010-01-01, 00:00 authored by Huong Le, Jason Sargent
This paper presents exploratory findings into the use of the web as a marketing tool by arts organisations in Vietnam. The uniform resource locators (URLs) of Vietnamese arts organisations listed in the cultural profiles category of the directory of Vietnamese Cultural Organisations/Departments created by Visiting Arts (UK) for the Ministry of Culture, Sport and Tourism, Vietnam (MCST) (formerly Ministry of Culture and Information – MOCI) were accessed. 17 of these websites were ‘live’ at the time of the study and were evaluated to determine current levels of marketing functionality utilised within the sites. The findings of the evaluation were analysed from the perspective of the four elements of marketing mix (price, place, product and promotion). The study found that all 17 Vietnamese arts organisations analysed were less sophisticated in the usage of the web as a marketing tool compared with their Western counterparts, and that such organisations’ websites contained basic information catalogues and contact details but had limited multimedia functionality. The implications to audience development will be explored further through a survey with stakeholders of the 17 arts organisations in Vietnam as a future research stream.

History

Journal

TMC academic journal

Volume

4

Issue

2

Pagination

50 - 63

Publisher

TMC Educational Group

Location

Singapore

ISSN

1793-6020

Language

eng

Publication classification

C1 Refereed article in a scholarly journal

Copyright notice

2010, TMC Educational Group

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