The City image and factors affecting image formation among INGOs - The case study of Danang City

The research focuses on identifying factors forming the image of the city among international non-governmental organizations (INGOs). Although there are many researches related to INGOs, most of the researches are about areas needing support or the policies for INGOs working in the country. The thesis brings a new perspective on studies related to INGOs, which is the formation of the city image in the eyes of INGOs. Since there is a lack of literature in the research orientation, theories of marketing, branding, destination image, and marketing for attracting FDI were borrowed to form a theoretical background for the study. In the research, INGOs are considered a market segment which needs to be paid attention to and get insight from. Understanding what forms the image of the city among INGOs and what the current city image is are the two among the thesis’s purposes. The research applied the qualitative approach to explore the factors forming the city image. The results are the proposed framework of factors forming the image and the perceptual and affective image attributes of the city. The city image consists of perceptual and affective components. The perceptual component is mainly about the evaluation of natural feature, infrastructure and the cooperation between INGOs and local partners. The affective component is formed based on the evaluation and is how INGOs feel about the city. Factors affecting the formation are the field of operation, and previous experience when working at the city. The city image is positive in both i i perceptual and affective aspects. The research results also show the limitations in the cooperation with local partners, local government, and the reliability of the information sources for INGOs. The areas need to be improved is the skills of front-line government staff, and the information system supporting the work of INGOs. Keywords: International Non-Governmental Organization; Place Marketing; City Image; Destination Image; City Marketing; City Branding; Non-profit marketing