The application of lecimancer in analyzing the difficulties in the production of specialties and souvenirs in Thua Thien Hue
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specialties and souvenirs
Thua Thien Hue khó khăn
sản xuất
đặc sản và hàng lưu niệm
Thừa Thiên Huế


This study was conducted from data collected through in-depth interviews with 21 producers of specialties and souvenirs in Thua Thien Hue. The primary goal is to evaluate the difficulties in producing specialties and souvenirs in Thua Thien Hue. The interview data were subsequently encoded using Leximancer 5.0 software. The results reveal that the producers of specialties and souvenirs in Thua Thien Hue are currently facing five main challenges, including (1) lack of design creativity, (2) lack of funding, (3) lack of human resources, (4) product branding infringement, and (5) weakness in promotional strategy.
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