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The rapid advancement of digital technologies has fundamentally transformed
tourists’ decision-making processes. According to Google Insights, up to 85% of travelers
currently plan their trips based on algorithm-driven recommendations and search engines.
Notably, AI, particularly large language models and generative AI, has enabled hyper-
personalization of travel experiences at micro-segment levels. AI is no longer merely a
supporting tool but has become an independent advisor, directly shaping destination
perception through real-time feedback systems and immersive augmented experiences.
Despite Hanoi’s continuous recognition through international awards such as
“World’s Leading City Destination,” its destination promotion activities still exhibit certain
limitations. Secondary data indicate that although internet penetration in Vietnam
exceeds 78% of the population, promotional campaigns in the capital remain largely
concentrated on traditional channels or basic uses of social media platforms. The absence
of an integrated data ecosystem has hindered the ability to deliver targeted marketing
messages based on actual tourist behavior, particularly for international markets.
Compared to regional competitors such as Bangkok (Thailand), where AI has been
extensively applied to analyze tourist flows and optimize targeted advertising, Hanoi faces
the risk of losing its competitive advantage without a strategic breakthrough in
promotional approaches. Furthermore, contemporary tourists increasingly rely on digital
platforms—such as social media, websites, and smart tourism applications to search for
information, select destinations, and share experiences. This trend necessitates an urgent
transformation in Hanoi’s promotional strategies, shifting from traditional approaches to
modern, technology-driven methods that place tourist experience at the core.
From both theoretical and practical perspectives, there is a clear need for in-depth
research on smart destination promotion in the context of digital transformation and AI
development, in order to attract more tourists amid globalization and fundamental shifts
in consumer behavior.
Accordingly, this study aims to develop a theoretical framework for smart
destination promotion, assess the current state of such activities in Hanoi within the
digital era and the rise of AI, identify existing limitations, and propose policy implications
for the municipal government. The findings are expected not only to enhance Hanoi’s
ability to attract tourists and strengthen its competitiveness but also to contribute to
positioning the capital’s tourism sector in alignment with its role as a leading economic
and cultural center of Vietnam.
2. Theoretical framework
2.1. Smart destination promotion
Destination promotion is a well-established concept in tourism marketing and
has been interpreted from multiple perspectives by scholars and researchers.
According to Middleton and Clarke (2001), destination promotion refers to a set of
marketing communication tools used to convey positive messages about a destination
to potential customers in order to generate interest and stimulate visitation. Similarly,
the World Tourism Organization (UNWTO) defines destination promotion as an
integral component of national or local tourism marketing strategies aimed at
enhancing destination brand awareness and increasing tourist arrivals. Kotler, Bowen,
and Makens (2006) further conceptualize destination promotion as the process of
communicating the distinctive values of a destination through promotional channels
to influence tourists’ decision-making.

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