THANH PHO DA NANG

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Mri:NTRUNGVATAYNGUYf:NTItf:NDU6WGC6NG NGHIEP H 6 A . H I | N D A I HOA

NGHIEN CUU HINH ANH VA THUOC TINH

THANH PHO DA NANG

TS L £ VAN HUY*

L

ich sir phat trie'n cua cac thfinh phd' tren the gidi lufln gfin lien vdi nhiing b n h anh, thuflc tinh cho tiranh phd nhukb nhdc dfln London la nhfic den Cung difn Buckingham duoc xem la trai tim cua "thfinh phd' suong mu"; nhd dfl'n Paris la bnh dung ra thap Eiffel, mflt bieu tupng mang tinh nghf thufit cua thu dfl Paris; nhfic den thfinh phd Sydney cua Uc, ngiroi ta Igi nhd ngay de'n nhfi hat Con sb Sydney.

Cbn rat nbeu bieu tupng, hinh anh noi bat mfi mfli k b nhac den nhung thfinh phfl', ngiroi ta ddu ngb dg'n dau tifln va k b nhdden, nhuvdy, cdu hbi dfit ra Ifi hinh anh vfi thuflc tinh khac g b trong tam tri eua nhiing con ngubi bigt ve Da Ndng? Trfln co so ngbgn cuu thiic tien, bai vig't de xufi't mdt sdhinh anh va thudc ti'nh dai difn thfinh phd vfi mpt sdhfim y chinh sach eho nhfi quan ly chmh quyen thanh phfl'Dfi Ndng.

1. Ccr SO" 1;^ thuydt v^ hinh anh vfi thudc tinh do thj

Theo Venneulen (2002), "bnh anh cua thfinh phd dupc mfl ta nhu Ifi sir tifln kdt giita khong gian thue, khach quan va nh^n thuc ve nd", b n h anh bfit ngudn mdt phin tir mpt thuc tai vfit ly, ciing mang dinh kidn, mong mud'n vfi nhung hfl'i uc dupe b n h thfinh trong bf nhd. Qua trinh tifl'p thi thfinh phfl', theo Ashworth vfi Voogd (1990), ed the dupe dinh nghTa nhulfi mpt sur kflt hop cua it nhd't cac tfip cflng cu: cac phuong phap vd quang ba; cac phuong phap vd chiic nang khflng

* TnAinp Dai hgc Kinh ti. Dai hgc Di NSng

gian; cac phuong phap ve to chuc; cac phuong phap ve tfii cbnh. Pham vi vfi beu qua cua tie'p thi thfinh phd phin ldn dupc xac dinh boi vife lua chpn vfi ap dung viec ke't hpp mpt each thich hpp cac bifln phap nay, thflng qua marketing-mix dd xdy dung mpt loi the canh tranh thfinh phd (vdi kb'a egnh la mft dia diem) Ifi: tbfl't kg (dia didm la nhfin vfit); co so ha ting (dia diem Ifi mfli trubng cd'dinh); dich vu co ban {dia die'm la nha cung cap dich vu) va danh lam thang eanh (dia die'm la noi vui choi giai tri). Gid'ng nhuthuong bfu, thanh phfl'cung dap ung eae nhu eau tbfl't thuc, bieu tupng, cam xiic vfi cac thuflc ti'nh dap ung nhung nhu clu nfiy can phai dupe dua vfio dd xuat cua thanh phd (Ashworth vfi Voogd, 1990) va di nbfln, xay dung thuong beu cung cd'p mft diem khoi diu tfl't cho marketing thfinh phd va mot khuon kho viing ehde mfi theo dd de quan ly hinh anh cua thfinh phfl'.

2. P h u a n g p h a p nghifln cu'u va ket qua nghifln ciiu

2.1. Nghiin aiu so bd dink link

Ngbfln cuu dupe tifl'n hfinh boi cae sinh vifln ldp ngben euu marketing Trubng Dgi hpe Kinh tg', mdi sinh vign phai tifl'n hfinh phong vfi'n 4 (trong dd ed 1 khach du lich, 1 nhfi kinh doanh va 2 ngubi dang sfl'ng tai thfinh phd Da Nfing), tir dd tfl'ng hpp b n h thfinh bang danh muc (checklist) ban diu cung vdi so dd tu duy (ndnd map) vd thanh phd'. Phuong phap phdn ti'ch dura trfln sd lan lap Igi ciia cac b n h anh, thudc ti'nh cua thfinh phdDfi Nfing, ke't qua phdn ti'ch se lam co

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MIJNTRUNG VATAYNGUYEN TRflNDUC^NG C 6 N G NGHlfeP HOA, H I I N DAI HOA so cho vife phat trig'n cflng cu thu thdp dur hfu trong

nghifln cuTi dinh lupng. Trgn co so so dd tu duy vfi eheckhst, sau khi nghifln cuu sobf, nghifln cuu tifl'p tuc bd sung cac thdng tin lifln quan dfl'n nghifln cun dur tigu thu cfi'p de b n h thfinh danh muc, lfim co 8& cho viflc thiet kd phig'u didu tra so bf dinh lupng, danh muc 49 bnh anh vfi 42 thupc tinh sau khi nghign cuu sobf vfi nghifln cuu diilifu thucfi'p.

2.2. Nghidn cdv. dinh luo'ng

• Nghien ciru dinh lupng giai dogn 1 Nghifln ciiu dinh lupng giai doan 1 thuc hifn trgn mdu gfl'm 4.880 bfin cfiu hoi (m§i sinh vifln thue hifn khodng 80 ban). Thbi gian phong vfi'n tir thfing 4 de'n thang 5 ndm 2011. Trong td'ng sd 4.880 bdn cdu hoi dupe thue hifn b6i 61 sinh vifln, sd'ban tfip hpp dupc Ifi 4.834, trong dd cd 4.787 ban cdu hoi dupc trfi loi Ifi biet ve Dfi Nfing vfi kg't qua thu dupe sau k b xiily qua SPSS nhu bieu 1.

Qua ket qua phdn tich cho thdy, cd 13 hinh anh cd tin sufi't lua chon cao (trgn 20%) ngn 13 bnh anh nfiy dupc lua chpn de ngben ciiu dinh luong giai doan 2 (bieu 2).

Trong 42 thuflc tinh ve thfinh phdDfi Nfing dupe dua vfio ngbfln ciiu, ed 12 thupc ti'nh cd tan sufi't xufi't b e n cao, ddy Ifi cae thuflc ti'nh dupc lira chpn de thuc ben ngbgn ciru dinh lupng giai dogn 2.

- Ngbfln ciiu dinh lupng giai doan 2

Nghign cuu dinh lupng giai doan 2 dupc siir dung dd tridn khai khfio sat y kie'n cua nhiing ngubi dd bidt v^

Dfi Ndn^ bdng edeh the b f n y kidn ddng y hay khflng ddng y bfing thang do Likert (5 sir lua ehpn). Mft ban cfiu hk dupc xfiy dung dd khao sat y kig'n, cd hai phuong phdp thu thap diirtigu Ifi phuong phap phong vdii true tig'p vfi phong vd'n qua mang dupc thuc bfn boi sinh vign hai ldp ngbfln cuu marketing tai Tnrong Dai hgc Kinh tfl'(hpc ky 1 nfim hpe 2011 - 2012). Dtia vfio bang cfiu hoi dupe tbdt kd, cac phong vdn vien se tidn hanh khdo sdt nhung ngmri dang sinh sfl'ng tai thanh phdOk Ndng, khach du lich vfi mft phin Ifi cac nba kinh doanh tai thfinh phfl'. Ben canh khao sat bang phat pbdu didu tra nhdm cung tifl'n hfinh khao sat trfln mang Internet qua trang khao sat true tuyg'n www.sirvina.eom qua cac dubng tink: http://www.8irvina.com/WebSurvey/

11727/62083/129442546134500000/8649/1024/768/

F/Rpt.aspx. Kg't qua thu duoe 2.028 ban cfiu hoi qua hai bnh thiic phong vdii (true tig'p vfi qua Internet), ra 1.919 ban cfiu hbi hpp lfl dd thuc ben phan ti'ch (bieu 3).

Trong sd 2.028 ban cdu hoi thu thdp dupe, cd 109 ban cfiu hoi khflng hpp If, sd ban cdu hoi dimg dd phdn ti'ch Ifi 1.919, trong dd cd 1.141 ngubi Dfi Nfing(vdi 984 ngubi dang sinh sfl'ng tai thfinh phfl' Da Nfing) va 778 ngiroi khflng phai Ifi ngubi Dfi Nfing. Da phin ngum tham gia ngbfln cuu cd dp tuoi ttr 18 de'n 35 {cbem ti le Bidu 1. K^t qua nghifln curu dinh luong (giai dogn 1) v^ hinh anh Da N ^ g

STT 1 2 3 4 5 6 7 8 9 10 11 12 13 14 49

Hinh anh Cau Song Han (ciu quay) Nui BkNa(BaNa Hills) Nui Ngu Hanh Scm Le h6i ban phao hoa qu6c t§' Bien Da Nang Ciu Thuan Phuoc Ciu Rong Chua Linh Ung Cang Tito Sa Co Vien Cham Banh trang cu6'n thit heo Chiia Quan The Am Dubng Bach DSng

Son Tra (Bai Rang, Bai But, Bien Dong) Nha thir Phii Thupng

Dongv 3.914 3.720 3.700 2.906 2.867 2.604 1.919 1.803 1.701 1.597 1.566 1.548 1.529 918 45

Tyle 0.818 0.777 0.773 0.607 0.599 0.544 0.401 0.377 0.355 0.334 0.327 0.323 0.319 0.192 0.009 74

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MrilN TRUNG VA TAY NGUYEN TRfeN D U ^ G CONG N G H l | P HOA, H l | N DAI HOA Bi^u 2. Kft qua nghiin cihi dinh lugng (giai do«in 1) vi thu^c tinh t h i n h ph« BA NSng STT

1 2 3 4 5 6 7 8 9 10 11 12 13 42

Thu6ctinh

Thanh pha' - con ngubi thSn thien, hba dong Thanh pho - moi trubng xanh sach dep Thanh ph8 tre

Thanh pho nSng dong Thanh pho cua nhung efiy ciu Th^nhphb dang sfing Thanh pho le hfii phao hoa

Thanh ph6' thong minh (thiinh phfi'cSng nghe cao) Thknh phfi tho mfing, phfi'n vinh

Thanh phfi 5 khong, 3 cd Thknh pho nudc (hudng ra bifi'n) Thanh phfi'bfin song Thknh phfi hfii nh4p Thanh phfi'tai chinh

DSngy 3.321 2.842 2.814 2.740 2.656 2.513 2.407 2.389 2.268 2.244 2.149 2.102 874 89

Tylfi 0.694 0.594 0.588 0.572 0.556 0.525 0.503 0.499 0.474 0.469 0.449 0.439 0.183 0.019 Biiu 3. Sd lugng ban c i u hoi trong nghito ciiu

1. Phong van qua mail 2. Phong vin true tie'p

Trong dd

1. Sfi'ban cau hoi khfing hop le 2. So ban cSu hoi sir dung 1. Khfing phai nguoi Da N&ng 2. Ngubi Da Nang

Tfog

So'luong 216 1.812 109 1.919 778 1.141 1.919

Dfi tufi'i 1. Dudi 18 2, Ttr 18 dfi'n 25 3.Tir25de'n35 4 Tir 35 den 45 5. Tir 45 dfi'n 55 6. Tir 55 dfi'n 65 7.Tir65trcrlen TSng

Sfi'luong 65 902 523 149 137 79 64 L919 74,3%), nir cbfl'm ty If 55,1%. Kg't qua phfin ti'ch cho

(My cd 5 hinh anh ed didm thfinh phan kha cao gdm:

niii Bfi Nfi, le hfi bdn phao hoa, eau sflng Hfin, nui Ngii Hanh Son vfi bidn Dfi Ndng (bidu 4).

Dfii vdi cac thuflc tmh cbn lai, hai thuf c tinh cd thd phat hidn la thfinh phfl'll hfi phao hoa vfi thfinh phd cua nhung cdy c^u (bidu 5).

3. E^t lufin nghidn cuu vfi hikm ^ d6i vdi nhfi quanl;^

3.1. Xdc dink vd kkdc kqa kinh tuxung thdnhphd BdN&ng

Thflng qua kfl't qua phfin ti'ch, cac bnh anh sg xoay quanh ba yfl'u to" mang tinh lien hofin "bien, sflng vfi niii" va cd thd ehpn nui Ngu Hfinh Son la trung tdm

cua qua trinh truj'en thong va xdy dung bnh anh. De dfing nhdn thdy rang, khflng phai mft noi nfio ciing cd thd cd sir uu dai cua thifln nhifln nhu Dfi Nfing: mft bdi bidn dfii, sach, ldng man; mot dbng sflng Hfin

"trong Ibng thfinh phfl"*' vdi nhung efiy cau nfl'i hen mem tin giiia hai ben thfinh phfl'; mpt ngpn mii hung vi, ed thd nhfin thfi'y su thay dfl'i bfl'n miia ro ret trong mft ngfiy. Cdng ed the khdc hpa bnh anh thfinh phd Dfi Nfing vdi nhung hinh anh mang tinh lign hofin giiia bidn - sflng - niii, mft thanh phd lung tua vfio niii, hfii hba mii sflng, hudng ra hidn ldn vfi bdm ed mft diem dfl'n nfio cd thd bufl'i sang o niii, trua h sflng vfi cbdu h bidn. Khai thac ydu to'phong thuy trong nhdn thiic cua khach du lich ndi chung vfi ngubi Da Ndng ndi rigng.

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Mri;N TRUNG VA TAY NGUYfiN TRfiN DUONG CONG NGHIEP HOA. HlBN DAI HOA Biiu 4. Dilm trung binh ddnh g i i ciia cfic

hinh dnh STT

1 2 3 4 5 6 7 8 9 10 11 12 13

Hinh anh Niii Ba Nk (Ba Na Hills) LS hfii bkn phao hoa aufi'c tfi' Ciu Sfing Hkn (C4u quay) Niii Ngii Hknh Son Bifi'n Dk NSng Ciu Thufin Phudc Chiia Linh Ung CSng Tifin Sa Dubng Bach Dkng Ciu Rfing Banh cufi'n-Thit heo Cfi'vifin Chkm Chiia Quan Thfi'Am

DTB 4.42 4,39 4.32 4.29 4.16 3.66 3.48 3.32 3.27 3.23 3.09 3.07 3.03 Biiu 6. Dilm trung binh d i n h g i i

ciia c i c thu^c tinh STT

1 2 3 4 5 6 7 8 9 10 11 12

Thufic tinh Thknh phfi'le hpi phao hoa Thknh phfi'cua nhung efiy ciu Thknh phfi'- mfii trubng xanh sach dep Thknh pho' - con ngubi thfin thifin, hba dfi'ng Thknh pho'nkng dfing Thknh phfi'tre Thanh phfi'bfin sfing Thknh phfi dang song Thknh phfi nunc ihudngra bifi'n) Thknh ph6'5 khfing. 3 cd Thknh phfi'thomfing, ph6n vinh Thknh phfi'thfing minh (thknh phfi'cfing nghfi cao)

DTB 4.223 3.977 3.795 3.770 3.670 3.643 3.633 3.611 3.532 3.621 3.127 3.104

3.2.PkdttiiinMmnMncikithdnhph6th£ohudTi^

thu^ctinh "thdnhph6ctla nhUngcdy cdu"

Vdi die di^m cua khi hfiu Vifit Nam vdi hai miia r&

rfit, miia ning - ndng git vk miia mua • keo dki lkm anh huong dfi'n vific lua chgn nhiing boat dfing mang tinh bin viing trong truyin thfing, tuy ll hfii phao hoa dg gfiy duoc tie'ng vang trong vific tfi' chiic ll hfii tai Dk Ning nhung donhiingvfi'n dfi'lifin quandfi'ncfingtac

tochitc,tinsufi'tt8'chiicsirkifinchillin/ nSm nfin ci thi thiy, hinh anh li hfii phao hoa khd cd thilua chjn dl thuc hifin. Theo y kifi'n rieng cua ngubi nghien ciiu, Dk Ning cd thi phat triln trfin nin thufic ttnh "thanh phfi' cia nhiing efiy ciu" dk gdp phin nfi'i liln niim tin giiia hai bfin thknh phfi'. Ngoki vific s i dung sfing Hkn vdi cic efiy ciu dupc kifi'n tnic da dang nhu dilm nhii trong hinh Jnh mii - sfing - biln cua thknh phfi' Dk Nfing, cic hoat d^ng ll hfii cin duyc t l chiic dpc hai bfin dbng sfing d l khai thac tim nhin ciia nhung efiy ciu, cin xfiy dung dpc hai b'o sfing thknh phfi'di bfi, ciu di bfi, chp dfim, cic hfii dfing 11 hfii dua thuyin, cicli hfii dfim, cic hoat dfing du thuyfi'n dgc hai bfin sfing...

Dilu mk chiing ta lkm o diy cd t h i Ik cin phai cd nhiing bki vifi't gidi thifiu vl lich su, y nghia, phac hpa nhiing ciu chuyfin vk truyin thfing vl chiing giiip fao fi'n tupng, dl nhd trong ibng ngubi din vk du khich.

Bfin c^nh dd, ngknh du lich cd t h i tao ra san ph&n du lich cua thknh phi Dk Ning Ik nhiing hinh mfi phSgg nhiing ciy ciu ciia thknh phfi', diy khfing chi Ik mdn gnh luu nifim cd y nghia mk thfing qua dd nhung ngubi oxa cung bifi't dupc "Dk Ning Ik thinh phfi^cua nhiing ciy ciu", cin ting cubng cac chmmg trinh quang ba hinh

&nh nhiing ciy ciu tren cac phuong tifin thfing tin dai chiing nhir tivi, Internet, radio, bio chicataloge... ohir thlsfigiiipmpi ngubi nim bit thfing tin nhanh hon.

3.3. Xdy iltmg vd tuyin truyin U hfiphdo hca tih mit tl hfi die sdc vd tiiu biiu cila thdnhphUBdNSiig Trong nhiing nim gin diy, ll hfii phio hoa tai J&

Ning di thu hiit dupc mfit luong ldn khach du lich trong nudc ciing nhir ngoki nudc va dubng nhirll hQi nky di tro thknh net d$c trung ciia Dk Ning. Tuy nhifin, bfin c ^ dd cting cbn mfit sfi'vin dl han chlvfi m$t cfing tic tS chiic, tinh trang chen liii, iin tic ha;

Ik chjit chem vl gia dfii vdi du khich. Dl ll hfii phio hoa tro thknh mfit dilm nhi'n, hay mfit net dpp rifing bifit khi nhic vl thknh phfi' Dk Ning, ban t l chiic ll,, hOi cin ling ghep "chu dfi'" cua 11 hfii ban phio hoa vfl ^ chu dl hinh anh, thufic tinh thknh phfi', khfing nfin"

ghdp "chil dl" cua 11 hfii phao hoa vdi nhung chi St lich su. Chu dl cua ll hfii cbn the Men tinh thin cua ngubi din bin dia vk tao nfin ban sic rifing cho mSi dia phuong, nfi'u khfing se lam thuong mai hda ll hji vk mi't di y nghia, sue cufi'n hut khach du lich cua cb'nh ll hfii dd. Dl cd cac ho^t dpng ding bfi cho ll W phao hoa, cin triln khai, ting tuong cac hoat dfing 76

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MIEN TRUNG VA TAY NGUYEN TRflN DUO^NG CONG NGHIEP HOA, HIEN BAI HOA phu tro lam phong phii, the bfln van hda, ban sdc

riflng cua le hpi ban phao hoa Da Ndng. Ddng thbi, khai thac tfl'i da cac khu du lich, dia difl'm vui choi o Dfi Nang dd phuc vu du khach.

I4p chie'n luoc tfl'ng the truyen thflng phat tridn hinh anh vfi thuflc ti'nh thfinh pho'Dfi Ndng hudng dg'n xdy dung thuong bflu thfinh phfl'.

Bdt dau tir viec nhfin thue rfing tfi't ca cac kfl't hop vdi thanh phfl' diln ra thflng qua nhfin thiie vfi bnh anh. Nd duoc chfi'p nhfin odfiy rfing nd thuc sulfi bnh anh cua thanh phd cdn duoc quy hoaeh. Hinh dnh cdn duoc tmydn thflng theo 3 cd'p: tmydn thflng so cd'p, thu cdp vfi cao cfi'p vdi cae noi dung cu thd thflng qua so dd.

Nhu tfi't ca chung ta deu bifl't, khi nhdc ddn thfinh phdLondon (Anh), chiing ta ngb ngay den "thfinh phd suong mu", mn nhdc tdi Paris (Phap), ta lifln tuong ddn "kinh dfl anh sang". Tu dd ehung ta thfiy rfing, eac tlmnh phd trfln dd rfi't thfinh cflng trong viec xdy dung thuong beu dac trung cho minh. Chinh nhb difl'u dd, cac thanh phfl'nfiy dfi tro nfln ndi tig'ng trgn tofin the gidi vfi tao duoc dd'u fi'n rieng cua minh trong long ngubi dan ban dia cung nhu cac du khach nude ngofii.

Ddy Ifi mdt dieu kien thudn loi cho eac thfinh phd phat tridn vd cac mat nhuthuong mai, du lich, ddu tu nudc ngofii, quan h$ kinh tg', cb'nh tri,... Vi vdy, vigc xay dung mot thuong bflu cho thfinh phdDfi Ndng la

rd't quan trong vfi cdn thig't trong thbi dai hfli nhdp nhu ngfiy nay. Trgn eo so thuc hi^n nghifln ciiu dinh tinh nhfim tao nfln danh muc hinh dnh vfi thuflc tinh dd xdy dung cflng cu thu thdp duliflu o giai doan ngbfln cuu dinh lupng, Nghifln cuu dd de nghi 5 hinh anh (gfl'm: mii Bfi Nfi, ll h^i bfin phao hoa, cdu sflng Hfin, nui Ngu Hfinh Son vfi bidn Dfi Nfing) vfi 2 thuflc tinh (thfinh phfl'll h$i phao hoa vfi thfinh pho'cua nhung efiy cdu) ed the lua chgn thfinh cac bnh anh vfi bidu trung cho thfinh phd Dfi Nang. Ngbfln cuu cung da dua ra mpt sfl'hfim y cho nhfi quan ly nhdm xay dung thfinh phd Dfi Nfing thfinh mot thdnh phfl'xung tdm mot thfinh phd vdn hda, kinh te'- xd hfli trong khu vue.

Tii liiu tham khio'

1. Ashworth GJ and Voogd H. 1994. Mariceting and Place Promotion, in Gold J. Rand Ward S. V. (eds). Place promotion: The use of publicity and marketing to seil towns and regions, John Wilsy and Sons Ltd, Chichester, 39-52.

2 Hanlcinson G. and Cowldng P.. 7993, Branding in action, hAcGraw-Hill Book Company. London.

3. Halbrechtl., 1994, Conllict, consent, cooperation: Compre- hensive planning in Germany beyond madcet and slate, in Braun GO (ed.). Managing and Marketing of Urban Develop- ment and Urban.

4. Hubbard P and Hail T, 1998, The entrepreneurial city and the new urtjan politics, In Hall T. and Hubt)ard P. (eds). Tlie entrepreneunal city: Geographies of politics, regime and rep- resentation, John Wiley & SonsLtd, Chichester. 1 -23.

5. Vermeulen M, 2002, City branding: Image building and building images, NAI Uitgevers. Rotterdam, 10-16.

6.htp://www.danang.gov.vn/rablD/BS/CID/1485/de(autt.aspx Hinh I. Truyen th6ng xdy dimg thuong hi^u thfinh pho