It was implemented in 2004 in Kim Bong village in Hoi An, a World Heritage site. Like Hoi An, Kim Bong Village also has a rich cultural and natural heritage, where tourists to the village, made trips to its famed traditional carpentry workshops and the scenic riverside landscape. However, its tourism industry did not grow and sales of its products remained low as it was not able to capitalize on the ‘spillover effect’ from Hoi An’s booming tourism industry due to poor marketing, presentation, packaging and product design and development.
The approach is to package an existing tourism attraction in the area by combining it with a few other products to enhance its overall attractiveness. The proposed initiatives were implemented to address and correct this situation.