Promotional efforts for cultural heritage information in Vietnamese public libraries

Abstract

This study examines the promotional efforts implemented by Vietnamese public libraries concerning cultural heritage information and explores users’ evaluations of their quality and effectiveness. Using a mixed-methods approach, the study combines in-depth interviews, content analysis, and quantitative data to assess promotional practices from both staff and user perspectives. The findings indicate that libraries employ various methods, including events, social media, and traditional materials. However, these efforts are fragmented and lack strategic coordination. Digital communication remains underutilized, and user engagement with specialized cultural heritage services is limited. While users generally appreciate staff attitudes and some collaborative initiatives, promotional activities fall short in terms of creativity, flexibility, and attractiveness. The study recommends that public libraries adopt integrated marketing strategies combining digital and traditional channels, enhance staff digital competencies, and strengthen long-term partnerships with cultural institutions to improve promotional effectiveness.