APPLICATION OF PLACE MARKETING IN DEVELOPING HERITAGE TOURISM IN HUE CITY: STATUS AND SOLUTIONS

Abstract

This paper analyzes the role and current application of place marketing in leveraging cultural heritage values toward sustainable tourism development in Hue city. Using qualitative content analysis of secondary materials from 2022 to September 2025, the study finds that, although place marketing has helped increase visitor appeal, activities remain insufficiently strategic, fragmented, and not effectively integrated with the locality’s abundant heritage assets. Key limitations include uneven heritage utilization, limited digital marketing adoption, unclear destination branding, and insufficiently deep community participation. The research underscores the need to shift to an integrated, long-term place-marketing strategy and proposes solution groups on overarching strategy development, digital marketing innovation, product diversification, community engagement, and professional communications.