On November 6, 2025, VNU International School, successfully organized its November Scientific Seminar, bringing together a vibrant academic atmosphere with three in-depth presentations offering valuable insights into scholarly publishing, creative tourism and digital transformation in higher education.
The seminar opened with a keynote by Prof. Ajay K. Manrai, Editor-in-Chief of the Journal of Global Marketing and Professor Emeritus of Marketing at the University of Delaware (USA), who delivered the presentation “Crafting Excellence: Tips from the Editors of the Journal of Global Marketing for Publishing in High-Impact Journals.” Prof. Manrai shared key strategies for enhancing publication success, emphasizing the importance of developing creative and original research questions, ensuring methodological rigor, articulating coherent theoretical contributions, and highlighting managerial as well as societal implications. He also discussed common causes of desk rejection and provided practical guidance on responding to reviewers and navigating revision cycles to increase the likelihood of acceptance.
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Following this, Dr. Bui My Trinh presented her study titled “Crafting Creative Tourism Experiences for Gen Z in Hanoi.” Her research examines the factors shaping Gen Z tourists’ satisfaction with the creative atmosphere at tourism destinations in Hanoi. Based on survey data from 127 young visitors, the study reveals that hedonic and distinctive creative atmospheres exert the strongest influence on satisfaction, while novelty, artistry and playfulness show positive but statistically insignificant effects. These findings offer important implications for destination managers, suggesting that creating enjoyable and distinctive environments is essential for enhancing young travelers’ experiences and strengthening destination competitiveness.
The seminar concluded with a presentation by Dr. Ta Huy Hung on “Digital Competency Framework for University Lecturers in the Era of Digital Transformation.” Drawing on the European Commission’s Digital Competence Framework (2018), Dr. Hung emphasized five essential domains for lecturers in a modern educational environment: information and data literacy, digital communication and collaboration, digital content creation, digital safety and well-being, and problem-solving with critical thinking. He highlighted that digital competence is not merely about technical proficiency but plays a pivotal role in empowering lecturers to drive innovation in teaching and learning, thereby supporting the university’s transition toward a modern research-oriented education model aligned with Industry 4.0.
The seminar concluded with engaging academic exchanges, offering participants meaningful perspectives and inspiration for future research directions. The event reinforced the Faculty’s commitment to fostering a dynamic academic community and promoting interdisciplinary dialogue.
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