The role of destination communication in building community-based ecotourism brands in the Mekong Delta
Published: October 3, 2026
Abstract
This study examines the role of destination communication in the formation and development of community-based ecotourism (CBET) brands in the Mekong Delta. Based on an assessment of the current situation and a synthesis of relevant data, the study identifies achievements and limitations in destination communication across the region. The findings show that although social media and digital content have begun to increase brand awareness, communication activities remain fragmented, lack distinctive positioning, and are constrained by limited digital capabilities among local residents. The study therefore proposes a comprehensive set of solutions, including clearer product storytelling and positioning, integrated communication, and community-based human resource development.
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