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

Trinh Tan (), Thi Tra My Le, Hoang Quynh My Phan, Truong Son Phuong Phan, Linh Giang Nguyen and Thuy Phuoc Tan Le
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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

A chapter in Corporate Practices: Policies, Methodologies, and Insights in Organizational Management, 2024, pp 117-132 from Springer

Abstract: 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.

Keywords: Brand mascot; Brand awareness; Gen Z; Tourism; Vietnam (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/978-981-97-0996-0_7

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