Page 238 - ISC PROCEEDINGS 21.4

core instrument for market analysis, demand forecasting, and promotional budget
optimization. The city should invest in big data analytics platforms to forecast market
trends by source markets, online search behavior, and tourism cycles. At the same time,
the government should implement public procurement for innovation mechanisms to
collaborate with technology enterprises in developing AI solutions for promoting the
Capital’s tourism sector.
Second, establish a city-level smart tourism data center operating as an integrated
cross-sectoral data platform
To address data fragmentation, Hanoi should establish a Smart Tourism Data Center
at the city level, functioning as an integrated intersectoral data platform. The government
should play a coordinating role by issuing unified data standards and requiring relevant
stakeholders (accommodation establishments, attractions, tour operators) to share data
at appropriate levels. In parallel, the city needs to develop a clear legal framework on
data security, privacy protection, and tourism data usage, ensuring a balance between
economic development and individual rights protection. Data standardization and
cleansing will provide the foundation for accurate and sustainable AI applications.
Third, adjust the promotion strategy toward data-driven marketing and intelligent
segmentation, replacing the mass approach
The Hanoi municipal government should reorient its promotion strategy toward a
data-driven and intelligent segmentation model, replacing the mass marketing approach.
The city should develop a database of key market segments categorized by travel
motivations (culture, gastronomy, MICE, short-term leisure, etc.), expenditure levels, and
consumption behavior. Based on this, the government should support the development
of digital communication systems capable of personalizing content for each target
segment. Promotional policies should prioritize high value-added segments aligned with
Hanoi’s sustainable development orientation, rather than focusing solely on visitor
volume.
Fourth, enhance the capacity of human resources in technology, communication,
and digital governance.
A prerequisite for successfully implementing AI solutions is strengthening human
resource capacity. The city government should introduce specialized training programs in
data analytics, digital marketing, and AI governance for tourism management officials.
Simultaneously, Hanoi should promote collaboration among government agencies,
universities, and technology enterprises to develop a pool of tourism data analysis
experts. Shifting from an administrative management mindset to data-driven governance
should be considered a central task in reforming destination promotion management.
Fifth, develop a technology-integrated performance evaluation framework for
destination promotion
The Hanoi municipal government should establish a performance evaluation
framework for destination promotion that integrates digital technologies. In addition to
traditional indicators such as visitor numbers and revenue, the city should incorporate
metrics related to online engagement, conversion rates, digital customer journeys, and
tourist satisfaction on digital platforms. The establishment of a real-time data dashboard
for monitoring purposes would enable authorities to adjust promotional campaigns
flexibly, optimize budgets, and improve the efficiency of public investment in tourism
promotion.

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