Adapting to tourism trends in Hoi An: the challenge for Nam Long restaurant

ABSTRACT

This case profiles Nam Long restaurant, where a strategy has been developed to attract international tourists to experience local and regional cuisine. The case outlines a series of challenges that the restaurant owner faces in implementing the strategy and in ensuring that the goals of the strategy are achieved. The case aims to build upon knowledge and skills gained in introductory hospitality courses/subjects and to provide an opportunity for students to employ theoretical concepts to practical problems. While there are not necessarily clear right or wrong answers, working on the case should produce a variety of possible scenarios and recommendations.

KEYWORDS:

• Tourism trends
• strategy
• service operations
• revenue optimisation
• product attributes
• marketing mix

Disclosure statement

No potential conflict of interest was reported by the author(s).

Notes

1 https://whc.unesco.org/en/list/948/

2 https://edition.cnn.com/travel/article/asia-beautiful-towns/index.html

3 https://www.vietnam-briefing.com/news/vietnams-tourism-industry-continues-growth-2018.html/

4 https://hiddenhoian.com/see-and-do/full-moon-lantern-festival/

5 https://ich.unesco.org/en/convention

6 https://www.travelfish.org/orientation_detail/vietnam/central_vietnam/quang_nam/hoi_an/16

7 https://www.tripadvisor.com.au/Restaurant_Review-g298082-d1652073-Reviews-Nam_Long-Hoi_An_Quang_Nam_Province.html

8 https://whc.unesco.org/en/list/948/