mttpМеждународная торговля и торговая политикаInternational Trade and Trade Policy2410-73952414-4649ФГБОУ ВО "Российский экономический университет им. Г.В. Плеханова"10.21686/2410-7395-2023-3-134-154mttp-633Research ArticleЭКОНОМИКА ЗАРУБЕЖНЫХ СТРАНECONOMY OF FOREIGN COUNTRIESПРОБЛЕМЫ ВОССТАНОВЛЕНИЯ ТУРИСТСКОГО БРЕНДА ВЬЕТНАМА ПОСЛЕ COVIDCHALLENGES OF POST- COVID VIETNAM TOURIST BRAND RECOVERYЧерниковС. Ю.ChernikovS. U.

Сергей Юрьевич Черников, кандидат экономических наук, доцент кафедры маркетинга РУДН

117198, Москва, ул. Миклухо-Маклая, д. 6

Sergey U. Chernikov, PhD, Associate Professor of Marketing Department of RUDN University

6 Miklukho-Maklaya Street, Moscow, 117198

chernikov_syu@pfur.ruФунг ТхиТхань ХиенPhung ThiThanh Hien

Фунг Тхи Тхань Хиен, магистрант кафедры маркетингаРУДН

117198, Москва, ул. Миклухо-Маклая, д. 6

Phung Thi Thanh Hien, Master's Student of Marketing Department of RUDN University

6 Miklukho-Maklaya Street, Moscow, 117198

hienphungtt@gmail.comРоссийский университет дружбы народовРоссияPeoples' Friendship University of RussiaRussian Federation20231510202393134154Copyright © Черников С.Ю., Фунг Тхи Т., 20232023Черников С.Ю., Фунг Тхи Т.Chernikov S.U., Phung Thi T.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://mttp.rea.ru/jour/article/view/633

В статье анализируются направления и проблемы возрождения туристской индустрии Республики Вьетнам после окончания глобальной пандемии COVID-19, оказавшей на нее значительное влияние, особенно с точки зрения снижения спроса на поездки и нарушения цепочек поставок. В силу высокой значимости отрасли для социально-экономического развития страны, занятости и т. д., правительство осуществило ряд мер по поддержке и продвижению туризма, включая финансовую помощь субъектам хозяйствования, занятым в отрасли, налоговые льготы и маркетинговые кампании. В статье подчеркивается необходимость постоянной государственной поддержки и стратегического планирования для обеспечения долгосрочного восстановления и роста туристской индустрии Вьетнама. Рассматриваются факторы, которые повлияли на замедление восстановление туристской индустрии Вьетнама после пандемии COVID-19, а также роль правительства в продвижении туристского бренда страны. Обсуждаются возможности и даются рекомендации по укреплению туристской индустрии Вьетнама и эффективному продвижению его имиджа в постпандемическую эпоху. 

This article analyzes the resurrection of the Vietnam's tourism industry after COVID-19 pandemic, which had a significant impact on the tourism industry, particularly in terms of reducing travel demand and disrupting supply chains. However, the government has implemented several measures to support the industry and promote tourism, including financial assistance, tax incentives, and marketing campaigns. The article highlights the need for continued government support and strategic planning to ensure the long-term recovery and growth of Vietnam's tourism industry. In addition, this paper elaborates on the factors that have impacted the slow return of Vietnam's tourism industry post-COVID-19 pandemic and the government's role in promoting the country's tourism brand. Opportunities and recommendations for Vietnam are discussed to enhance its tourism industry and effectively promote its image in the post-pandemic era.

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The authors declare that there are no conflicts of interest present.