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1. Destination brand and the role of destination brand

In today's time, tourism is becoming the most popular and one of the largest industries in the world. With contributions to major socio-economic, tourism has become the economic sectors of various key countries. Tourism is one economic activity important, not only bring revenue for the economy, create more jobs, develop the service industry, infrastructure, but also a means of promoting harmony Comments, cultural exchange and create value invisible but durable. Thus, we can say tourism is one of the activities important to first develop a national brand name. Therefore, always have two goals but the same for tourism, which is promoting tourism to contribute to building a national brand name and build a brand tourism countries.

The nature of the construction of tourism is the transfer of a home has more style to an image in mind tourists. Today, the brand has become one of the asset value of a country as a tourist destination. Brand name to help identify the feature of the product travel destination. Trademarks points to is the management of tourism in the role linked closely based on the knowledge evaluation system and perceived by customers, and means-oriented behavior by managers business and tourism destination marketing as a tourism product uniformity. In other words, the brand as a resource with both tourists as well as with domestic enterprises and organizations other tourist.

Building and promoting brands to establish the image of tourism in a country widely to tourists worldwide is a task very important in marketing the destination to confirm the competitive position country as a tourist destination on the international market internationally. To attract tourists, interested in development of tourism must focus to build and promote brand national tourism market world tourism and the tourism vuc.Thuong the country not only the tangible factors such as advertising slogans, logos, the fold, but the site also includes elements of information as image advertising, public relations and direct marketing, special events, strategic sell and implement products / services tourism. Trademarks are always combination of all factors in the link closely.

Brand building is the process of construction and identify the differences, and unique characteristics of a tourism destination. Build the brand name is the combination of all of products and services of other sectors like agriculture, tourism, sport, art, technology investment, education, ... related to tourism. The aim is to understand the nature of points in a unification. Moreover, the brand is used to offer the unique value to this tourism potential. Build brand tourist destination can reduce the risk to tourists when deciding choice tourist destination for their vacation. Tourists feel confident with a strong brand name because it provides knowledge, information, security and reliability.

However, the idea to build a successful brand tourist destination requires research carefully and take many years. Brand to not only create but also promote promote what a country, a region or city has provided it. To be successful, brands need to be unique and different. If a country, a region or a tourism related with other similar products and the strength of the brand quickly disappear. Therefore, must always pay attention to the competitors improve their position how to build a brand for suitability.

2. Reality construction and promote tourism brand in Vietnam

Vietnam tourism has developed rapidly in recent years, become the economic sectors of the country. In 2007, the international guests to Vietnam has reached over 4.3 million, nearly 20 times fold compared with 1990, total revenues reached almost all sectors 56 thousand billion. Besides contributing to economic, tourism is an important channel to introduce broadcast images of Vietnam to the world, contributing to create a national brand name. Time, the image of Vietnam tourism began to be known on the tourist market in the world and region. Travel Vietnam is one of 10 countries with prospects of tourism growth highest in the world within 10 years. However, to acknowledge that, Travel Vietnam has not developed adequate potential for tourism to the country.

Infrastructure, tourism facilities and tourism services has improved but there is more limited. Tourism products are poor. Quality products and tourism services in Vietnam is low. Information and images of Vietnam tourism in many parts of the world is very small and open one. Competitiveness on the tourism market in the world by Travel Vietnam still low. Therefore, the amount of international visitors to Vietnam are low compared with many countries in the region. There are many causes, in which a cause is important to this Travel Vietnam has not developed the brand. No national strategy of building brand tourist Viet Nam.

In recent years, tourism in Vietnam has a lot of effort to promote the field's image to the world. However, Travel Vietnam are no messages and clear them. Photo of Viet Nam to less prominent and less clearly in the mind of tourists, so we encountered many difficulties in competing with competitors directly. To promote the image and brand Travel Vietnam, requires a strategy promote through a slogan and logo unification. In 2000, Travel Vietnam first launched the slogan "Vietnam - destination of the new millennium" (Vietnam-A destination for the new milliennium) logo image with a Vietnamese girl don lá.

Slogan and logo are not the result of a research proposal and that unification is a mechanical fitting pair from two different ideas. In 2003, Travel Vietnam has the slogan "Come to Vietnam" (Welcome to Vietnam) and symbols are girls wear long white shirt don lá. However, slogans and logos on this after the public has been much criticism should set required to replace soon with a logo and other slogans. In 2005, Tourism was held by the selected slogan and logo for Travel Vietnam to replace the slogan and logo above. The results have chosen the slogan and logo is "Vietnam-hidden beauty" (Vietnam - the hidden charm).

However, slogans and logos on still has not really made clear message for Travel Vietnam. Meanwhile, many countries in the region have been very successful in building and promoting brands tourism countries like Thailand with "Amazing Thailand" Singapore "Uniquely Singapore (Uniquely Singapore), Malayssia with Malaysia Asia-of "(Malaysia-Truly Asia), India with India Troi Day" (Incredible India). Government programs to promote the symbols and slogans have contributed to improving the image and brand of tourism in this country in the world, and thereby contribute significantly to attract international visitors to this country in recent years.

P & T Tour (According to Travel Vietnam)