Connecting Knowledge with Practice at the Aviation Economics and Management Forum 2026

Associate Professor Dr. Trần Hoài An, President of the Vietnam Aviation Academy, delivers the welcome remarks.

The forum was attended by Associate Professor Dr. Trần Hoài An, President of the Vietnam Aviation Academy; Professor Dr. Hà Nam Khánh Giao, Vice President of the Academy; along with representatives from businesses, travel companies, partners, lecturers, and students.

From Brand Power to Customer Experience

A highlight of the forum was a presentation by Ms. Trần Tuệ Tri, a seasoned expert with more than 30 years of experience in business management, marketing, and brand building. She has held senior leadership positions at Unilever, Samsung, and P&G, and has managed numerous global brands across more than 40 countries.

Ms. Trần Tuệ Tri shares her insights at the forum.

Under the theme “Vietnamese Brands – A Golden Moment: Positioning Soft Power through the Lens of Innovation and Transparency,” Ms. Trần Tuệ Tri shared practical insights into opportunities to elevate Vietnamese brands in the new era. She emphasized the importance of innovation, transparency, and soft power in building trust, increasing brand value, and strengthening competitiveness.

Alongside perspectives from the business community, the forum featured three academic presentations from VAA’s faculties, exploring brand experience from the perspectives of customer emotions, brand value, and behavioral data.

Nguyễn Lê Thái Hòa from the Faculty of Tourism and Aviation Services analyzed the emotional relationship between customers and brands in the hospitality industry, from affection and attachment to disappointment and disengagement.

From the Faculty of Business Administration, PhD Candidate, MA Phan Thị Mai Thảo examined premium hospitality brands through the brand pyramid model, shedding light on the development of brand value and identity, differentiation, and the relationship between brands and customers.

Meanwhile, Dr. Phạm Hữu Hà from the Faculty of Aviation Economics focused on analyzing the passenger voice through feedback data, sentiment, rating structures, and comparisons among airlines in Vietnam. From this perspective, passenger data serves as an important source of insights for businesses to improve their services and enhance the customer experience.

Bringing Classroom Knowledge Closer to the Market

The presentation sessions concluded with a Roundtable Discussion moderated by Dr. Huỳnh Diệp Trâm Anh, Head of the Faculty of Tourism and Aviation Services, featuring speakers, business representatives, lecturers, and students.

The roundtable discussion focused on practical issues in brand building, customer experience management, and the innovation requirements facing businesses in the tourism and aviation sectors.

The discussion centered on practical challenges in brand building, customer experience management, and the need for innovation among tourism and aviation businesses. Students also had the opportunity to ask questions and engage directly with experts, allowing them to connect their academic knowledge with the real-world requirements of the labor market.

AMEF 2026 was more than an academic event; it served as a bridge connecting the Academy, experts, businesses, and students. The forum contributed to broadening students’ management perspectives, fostering innovation, and strengthening their ability to adapt to real-world professional environments.