Tiểu luận nghiên cứu các nhân tố ảnh hưởng đến sự phát triển thị trường của mô hình kinh doanh homestay ở đà lạt

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Tiểu luận nghiên cứu các nhân tố ảnh hưởng đến sự phát triển thị trường của mô hình kinh doanh homestay ở đà lạt

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Tiểu luận Nghiên cứu các nhân tố ảnh hưởng đến sự phát triển của thị trường kinh doanh homestay ở Đà Lạt FACTORS PROMOTING THE DEVELOPMENT OF THE HOMESTAY MODEL IN DA LAT iới trẻ đặc biệt yêu thích sử dụng hình thức homestay khi du lịch Đà Lạt, điều này đã tạo điều kiện cho mô hình này phát triển mạnh mẽ. Mục đích của nghiên cứu này là phân tích các yếu tố thúc đẩy sự phát triển của nó. Nghiên cứu được thực hiện thông qua một cuộc khảo sát do Google Form định dạng dành cho các bạn trẻ từ 1830 tuổi đang sinh sống và làm việc tại TP.HCM. Qua khảo sát, nghiên cứu đã tổng hợp được 6 yếu tố có ảnh hưởng lớn đến sự phát triển của homestay: Những tồn tại của mô hình khách sạn, kỳ vọng của du khách đang tăng lên, sự đa dạng văn hóa, lượng khách du lịch ngày càng tăng, sự truyền tải của Internet và sự thịnh hành của xu hướng du lịch ba lô. Tóm lại, bài báo nghiên cứu có thể dùng làm tiềm năng quy hoạch mô hình homestay cũng như làm tài liệu cho sinh viên ngành du lịch.

Tiểu luận Nghiên cứu các nhân tố ảnh hưởng đến sự phát triển của mơ hình kinh doanh homestay ở Đà Lạt -FACTORS PROMOTING THE DEVELOPMENT OF THE HOMESTAY MODEL IN DA LAT ABSTRACT Today, young people especially love to use homestay when traveling in Da Lat, this has created conditions for this model to develop strongly The aims of this study is to analyze the factors that drive its development The research is done through a survey formatted by Google Form for young people aged 18-30 who are living and working in Ho Chi Minh City According to the survey, the research has synthesized factors that have a great influence on the development of homestay: Shortcomings of the hotel model, visitor expectations are on the rise, cultural diversity, the increasing of tourists, the transmission of the Internet and the prevalence of backpacker travel trend In summary, the research article can be used as a potential for planning homestay model as well as documentation for students of tourism Keywords: homestay model; homestay Da Lat; hotel; Ho Chi Minh city Chapter 1: INTRODUCTION 1.1 Background of Study 1.1.1 Tourism Industry in Da Lat In recent years, Da Lat has become a prerequisite place to travel in Vietnam for tourists Da Lat city - Lam Dong province is located at an altitude of 500 meters above sea level, is a city blessed with a special year-round climate with cool freshness, average temperature from 18 degrees Celsius to 25 degrees Celsius With many natural advantages endowed with human creativity and unique indigenous culture, Da Lat has become an attractive destination for domestic and foreign tourists (T Le, 2016) 1.1.2 The current trends in accommodation selection of tourists Currently, the trend of choosing a tourist’s accommodation has changed Tourists care and choose to stay in homestay rather than hotel because of its practicality According to Linh Phuong and Mai Chau (2017), visitors can choose from many homestay locations across the countrywhich costs only about 100,000 - 300,000 VND per night In the last three years, this type of service has developed strongly, not only providing accommodation for tourists but also aiming to develop homestay into a form of community-based tourism and ecotourism 1.1.3 Overview of Homestay model First, we must understand what a homestay model is The Cambridge Dictionary refers to homestay as: "A type of holiday or visit in which you stay in the home of a person you not know.” In a more understandable way, a homestay is a place where you will come and live with the local host where you travel Here you will be able to participate in their daily activities such as cooking, visiting strawberrygardens, Through that you will better understand the customs of the people as well as have special cultural memories of this place 1.1.4 Development situation of homestay model in Da Lat Capturing the love of customers, now homestays in Da Lat are like "mushrooms after rain" But not all businesses are successful There are many businesses that grow very quickly but also quickly go bankrupt There are many places that carry the name of a homestay business, but they are actually not built with its meaning Ms Duong Thi Thu Thuy - a travel consultant of Vietnam Discovery Media Company said that a homestay is a type of accommodation where tourists come to eat and live with the host to learn about culture, customs and habits of the local people Airbnb is a type of cheap accommodation for guests and homeowners to take advantage of the available rooms for rent However, in our country, both types of accommodation above are turned into a type of accommodation rental, taking advantage of an apartment or a private house, slightly decorated for guests to stay (Thi, 2019) Especially in the first three quarters of 2020, it can be said that the time is fluctuating and the homestay business households are greatly affected According to Kim Anh (2020),from February to the end of February 2020 guests canceled more than 10,000 rooms at 3-5 star hotels in Lam Dong The number of canceled rooms in 1-2 star hotels, homestays, hotels and budget motels is also very large The main reason is because tourists fear Covid-19 pandemic infection 1.2 Research Problems From the above statistics show that Da Lat is currently a very favorable environment for developing a homestay However, at present, there are no specific studies that clearly indicate the factors that promote the development of the homestay model This research paper can be viewed as a latest synthesis of the factors driving homestay development 1.3 Research Question What are the factors that promote the development of the homestay business modal in Da Lat? 1.4 Research Objectives The study aims to give out the factors affecting the development of the homestay business model in Da Lat 1.5 Scope of Study The scope of study is obtained from information of domestic tourist aged from 18 to 30 when travelling in Da Latfrom 2019 to first half of 2020 The reason for choosing this targets group study because this is a group of customers that the model targets: young, dynamic, preferring to explore experiences than vacation travel and not having children Because of the type of homestay targeting customers is young people who love to explore new things, average income, energetic in crowded cities so homestays must be small, beautiful, affordable with open space to attract customers (Song, 2017) Choose the time to surveys because this is the time when tourists have the biggest peak of the year and this is the lasted stabilization time in the past before the Covid-19 pandemic happened Lan Anh (2019) explained that in the first months of 2019, the total number of tourists reaching Da Lat was 5.1 million, reaching 85% of the plan, greater than 10.6% over the same period 1.6 Contribution 1.6.1 Managerial contributions This research paper can be considered as a summary page showing the outstanding factors that help promote the development of a homestay model It is suitable for businesses when going to and doing business with this model, from which to draw experience and turn it into practice to help their business This study also for individuals who love to travel in order to choose the services that are really appropriate for each trip 1.6.2 Social contributions The study shows the current status of homestay business model in Da Lat: advantages and disadvantages most businesses face Thereby, businesses will determine the direction of change to help improve business activities, improve business productivity as well as contribute to promoting economic development in Lam Dong province Chapter 2: LITERATURE REVIEW 2.1 Shortcomings of the hotel model In the view of Thanh Hang (2020), the hotel model has three disadvantages that homestay can overcome First, visitors who choose a hotel as their accommodation activities and real experiences associated with the attractions For example, when you stay at a homestay you will be able to eat meatball with bread – made by a local owner You will be taken to a local farmer’s market – which sells fresh fruits and vegetables are cheaper than the markets (mainly sold to tourist) where most of us are referred to by travel agencies.The next factor is that in the price which tourists often choose (from about 500.000 VND to less than 1.000.000 VND) there are very few hotel choices, most of only meet basic needs.The finally factor is the initial cost to build a hotel will be very a large, so building a homestay model is a safer economic solution but still has high income for the owner Homestay creates jobs for many families in rural areas without requiring a lot of investment, creating income opportunities for ethnic minorities because visitors are very curious about the colorful culture of Vietnam; it also creates value for the protection, promotion of cultural and natural heritages as tourists are eager to have an authentic experience including cuisine, arts, souvenirs, (N.Tran, 2014) 2.2 Visitor expectations are on the rise It can be said that the increasing demand of visitors is an important factor to help promote the development of this model If you are thinking of a homestay as a “regular accommodation” – that not true In Vietnam, a homestay is no longer just a place to stay It seems that it is also a place for the owners to express their artistic style in their home décor Each small room will be a work of art that the owners are trying to show off to everyone Almost every homestays will have its own style The style depends on the strengths of local tourism and where it located These are two main factors that make the homestay model more diverse (Hai, 2020) For example, with the nostalgia and sweetness of Ha Noi capital, the homestay in the city will have a nostalgic style and the suburban area will have a liberal style The homestay in Da Lat or Sa Pa are dreamy with the beauty of mountains and nature According to Ministry of Culture, Sport and Tourism, when living in homestay, the warm atmosphere between the owner and the guest will always be maintained like the feeling of living at home This is considered the best way for guests to experience and learn about the local culture Through interaction with guests, the owners can know whether the services they provide meet the needs of guests and receive feedback to further improve their services This also opens opportunities to promote other homestay activities and services The main group of customers that homestay targets are young people, so it not wrong to say homestay was born to satisfy customers’ hobby of discovering new things at an affordable prices.According to Song Tra (2017),Ms Anh Tho – owner of a homestay on Ho Tung Mau Street, Da Lat City testified: Because of the type of homestay targeting customers is young people who love to explore new things, average income, energetic in crowded cities so homestays must be small, beautiful, affordable with open space to attract customers Homestay must be built in a multi-dimensional model It must have a community room or reading room, an airy garden space and have enough amenities with the owner You can buy food for yourself cook, create a family-like atmosphere All of which are towards the psychology of liking the “new” of the majority of guest (Song, 2017) 2.3 Cultural diversity Da Lat has been recognized as a famous tourist city of Vietnam, the region and the world Tourists come to Da Lat not only to immerse themselves in the natural landscape, but also admire the style of the people of Da Lat Not only enjoy the unique but also love their gentle eyes and smiles – not to rent a room to rest, but to find beautiful dreams Is that the “philosophy” of tourism development in Da Lat in general and a factor that promotes the development of the homestay model in particular? Let’s find out through the statements of the experts: Standing Deputy Secretary of the Provincial Party Committee Lam Dong – Tran DucQuan said that when we come to Da Lat culture, it refers to the unique cultural identity, create by many ethnic groups living together in the South Tay Nguyen In which, the basic features and cultural behavior of Da Lat people was formed on the quintessence of cultural identify here Talking about Da Lat people is talking about the typical gentle, elegant and hospitable style that has influenced literature and art That style has spread widely at home and abroad, contributing to a charming Da Lat today (Bao, 2018) In the view of Van Bao (2018), Da Lat is known as a cool climate all year round, a “city in forests, forests in the city”, a city of blooming flowers all year round Climate, flowers, beautiful natural scenery and a “charm” of Da Lat people brought many visitors to there In addition, Da Lat is also famous for the minorities living there Nguyen Dung (2018) explained that the village of K’HoB’Nơr C located at the foot of Lang Biang Mountain (Lac Duong district) is no stranger to domestic and foreign tourists in recent years It is a small village that still retains the rustic, simple and peaceful features of the ethnic people In free time, the K’Ho woman industriously weaves the brocade inside the bungalow with colorful windows When tourists enter the village, they happily talk and not forget to introduce their handicraft products Da Lat is also has a very unique cultural beauty that is the night market When the night was falling, the flow of people on most streets became less There is one place that becomes bustling again, it is the Da Lat night market For a long time, tourists to Da Lat enjoyed being in harmony with the flow of people in the market They come to there not only to buy souvenirs but also to experience the culture of the people of this land (Tuan, 2016) When talking about the beauty of Da Lat culture, we cannot help but mention the famous customs and festivals In the view of Thu Ky (2015), the Gongs Festival has become the second representative of our country to receive the title “Masterpiece of oral tradition and the intangible mankind” recognized by UNESCO in 2005 With the nightly cultural exchange program of Gongs Festival at Dreamy hill, visitors will be immersed in Tay Nguyen cultural festival with bustling dance, enjoy fragrant barbecue meat and taste sips of Can wine In the flaming fire, the cultural space of ethnic minorities is re-enacted, visitors will listen to the “mountain songs” All of these have created a unique multicolored cultural beauty of Da Lat that anyone should not miss 2.4 The increasing of tourists The increase in the number of tourists every year causing the demand for accommodation to rise is also a factor that promotes homestay thrive in Da Lat According to Mai Van Bao (2020), Da Lat has been voted as one of the attractive tourist destinations by prestigious tourist organizations in the world It has become a worthwhile, livable world city In 2017, Da Lat was awarded the "ASEAN Environmentally Sustainable City" by the Association of ASEAN Countries, and then one year continued to be honored with the "ASEAN Clean Tourist City" Thereby it is easy to understand when the number of tourists visiting and resting every year in the flower city increases by more than 9% In 2019, Da Lat attracted more than 6.3 million visitors, in which international visitors is more than 14% Currently, the city has more than 2.130 accommodation establishments, with 37 three to five star hotels, 348 one to two star hotels, more than 600 standard hotels and motels However, this number is still increasing rapidly because the number of tourists each year has no signs of decline In the view of Lan Anh (2019),in the first months of 2019, the total number of tourists reaching Da Lat was 5.1 million, reaching 85% of the year plan, greater than 10.6% over the same period There are 4,374,000 domestic tourists (stayed at 3, 610,000 visitors), international visitors reached 1,490,000 visitors (accounting for 29% of the total number of tourists) In Vietnam, Da Lat is always a favorite destination for foreign tourists With beautiful natural landscape, cool fresh climate, Da Lat has long been a favorite destination for many tourists when coming to Vietnam Recently, Da Lat attracts more and more foreign visitors because of the type of tourism adventure like mountain climbing,mountain biking,…(H Nguyen, 2019) 2.5 The transmission of the Internet: In the 21st century it can be said that anything is influenced by information technology and the internet The development of the internet has contributed to spreading the concept of homestay to more tourists, creating opportunities for homestay development Giang Thu Quan (2016) highlighted that tourists spent a lot of time planning and finding information about the weather, accommodation, transportational interesting attractions for each trip With the development of the Internet, visitors can easily consult and reserve services through intermediate booking channels (OTAs) The common point of these services is high discounts, from 10% to 20%, sometimes up to 40% In the view of Duy Huynh (2018) the "miraculous" growth that comes from startups in the homesharing industry today really makes traditional hotel groups wary That a big player "cannot fail to mention in the Vietnamese market” - Luxstay In Vietnam, this type of business is still quite new and there is no official unit in operation Foreseeing that situation, Luxstay was born and was referred to as an extremely reckless "pioneer" This is an online travel technology platform that acts as a Grab dedicated exclusively to the homestay type, currently receiving a lot of attention from investors Thanks to the widespread development of the internet, the sales of homestay accommodation services have also increased significantly through online applications Nguyen Van Dung, CEO of Luxstay, a platform for homestay renting, revealed that every month his company receives thousands of requests of house owners to join their system (Mai Linh, 2018) 2.6 The prevalence of backpacker travel trend The last factor driving the development of this accommodation model is the birth of youth trends Understandably, today's young people tend to love exploring, so they prefer backpacking tourism, practical experiences, and flexible space time rather than predesigned tours of travel agencies are selling According to Thu Ha (2016),do not want to be limited to the schedules of the travel agencies that many people, especially young people, have made their own plans for their trips Maybe it is long trips to different localities, sometimes it is a trip near the city living with the concept of going to experience, to explore, to feel the life around you Conquering a destination, it's a great pleasure Nguyen My (2018) highlighted that the scenery is beautiful and must be strange, even if the place is familiar, there must be something new, free travel, stay in a homestay, choose to explore places with beautiful and unspoiled scenery that are prioritized by young people on the list instead of staying in resort with an expensive price With these criteria, it seems that the homestay model is born to go hand in hand with this trends of young people Carry your backpack by day for experience and relax at night in rooms filled with unique local culture - this is what young people want The homestay model is also accidentally promoted by these young people in a very honest way through movies recorded, pictures and posted on social networks After each trip, there is an experience with different destinations, undeniably the spread of the destinations through the pictures taken by travelers and posted on social networking sites It creates a great attraction for the viewers (Thu Ha, 2016) In the view of Phong Lu (2019), everything can be found on the Internet and on travel forums and Facebook groups Many experienced and traveling people will share with me information from beautiful places to what to eat, what to play, beautiful check-in places, strange homestay views, extreme cafes that not many people know 10 Chapter 3: METHODOLOGY 3.1 Method This survey focuses on analyzing factors promoting the development of the homestay model in Da Lat It is implemented based on primary data of the quantitative model 3.2 Data collection The survey is done through multiple choice questions in Google Form Participants of the survey are students at universities Because the homestay model is aimed at young customers, the sampling method which use to select participants is non-probability sampling in order to bring the most realistic results The target group are students (from 18 to 23 years old) at Ho Chi Minh city universities The survey is conducted online via a link to a google form Time to the survey is about 10 days Aim for at least 300 to 400 survey results After 10 days, a total of 386 valid surveys were collected 11 Chapter 4: FINDING AND DISCUSSION The survey consists of eight questions (including three general questions to clearly redefine the target audience and five questions to assist in analyzing the main content of the research) All questions are done in a multiple choice model The study includes different age groups, different genders, and different levels of experience with homestays The following is the background information of the 386 valid surveys Table 4.1 Background information of participants Descriptitative statistics Frequency Percent 238 61.6 Female 130 From 18 to 20 years old 123 From 20 to 23 years old 263 Have used homestay 317 model Only know about 69 homestay model 38.4 31.9 68.1 Male Gender Age Levels of experience 82.1 17.9 Figure 4.1 Advantages of homestay compared to hotel 6.50% Cheap 16.10% 2.60% Nice décor 45.10% customs Experience More discounts when using booking online 29.70% More discover 12 Figure 4.1 shows the respondents' opinions on the topic of strengths of the homestay model compared to the hotel model 45% agreed with the idea that the homestay is cheaper than the hotel, 30% said that the layout of the homestay is better, 16% agreed with the experience of the homestay The two opinions that have the smallest attention are more discounts when using booking online (3%) and more discover (6%) According to Figure 4.1, two big factors are: cheap and nice decor, which are the shortcomings of the hotel model are also the conditions for the homestay model to develop Figure 4.2 Factors to attract guests of homestay 12.60% 20.00% 46.10% Unique architecture Feeling at home Bring cultural characteristics Convenient location 21.30% Figure 4.2 shows the proportion between the tourist attraction factors of the homestay Unique architectural ideas (46% agree), 21% agree because it gives home-like warm feeling, 20% say it bring cultural characteristics and 13% said that homestays with a 13 convenient location for moving would attract more guests Inconclusion, we can see that customers' demand for accommodation services is getting higher and higher, creating the necessary conditions for the homestay model to take shape Figure 4.3 Average frequency of visistors in Da Lat per year 32.07% Once a year Over twice a year 67.93% Figure 4.3 shows the current popularity of young tourists to Da Lat 68% of young people choose Da Lat as their favorite tourist destination (go twice or more a year) and the remaining 32% choose to visit Da Lat once a year Through Figure 4.3, we can see that the demand for Da Lat tourism of tourists who tend to visit many times a year has increased the demand for accommodation services - a prerequisite for the development of the homestay model Figure 4.4 The reasons vistors choose homestay to stay 6.90% 19.00% Friend advises Review articles on the Internet Advertisements on social networks Proactively seek information 22.00% 52.10% 14 Figure 4.4 shows the reasons why tourists know about the homestay model in Da Lat The most popular number is reading travel reviews of KOLs on the internet (52%), followed by reading advertisements on social networking sites accounting for 22% Two reasons for less consensus are: finding information by themselves is 19% and being advise by friends is 7% It shows that the accessibility of the homestay model to visitors depends greatly on the development of the internet - this means that the recognition of the internet is a big factor contributing to the development of homestay model Figure 4.5 Tourism trend of today's young people Backpacking tourism and stay in homestay Buy travel packages form travel agencies 12.00% 88.00% Figure 4.5 shows the current tourism trends of young people Most of the students prefer self-sufficient travel with a group of friends and rent homestays (88%) rather than buying package travel packages released by travel agencies (12%) In summary, this figure shows us that the main group of people who use the service and also the group of visitors who contribute to the development of the homestay model is backpacking tourism 15 Chapter 5: CONCLUSION AND RECOMMENDATION 5.1 Conclusion Through the results of the survey, it helps to have a clearer understanding of the factors promoting the development of the homestay model in Da Lat Homestay was born based on the shortage of hotel model See at Figure 4.2 can easily see homestay with a cheaper cost but a more beautiful space with a unique experience associated stand out more than hotel Homestay was born to meet the needs of tourism and increasing accommodation requirements of tourists Figure 4.4 shows that the number of arrivals to Da Lat has never decreased and now visitors have other desires for accommodation - figure 4.3 demonstrates the greatest desire to choose to stay of young visitors are beautiful space, warm and comfortable feeling at home In addition, the development of the internet is an important factor promoting the development of homestay Looking at figure 4.5 it is easy to see that all the options are influenced by the internet Finally, the trend of backpacker tourism in groups of friends and group activities together is also a prominent factor that attracts promoting the development of the homestay model In summary, the research paper (including the survey) has shown six main factors promoting the development of the homestay model in Da Lat:       Shortcomings of the hotel model Visitor expectations are on the rise Cultural diversity The increasing of tourists The transmission of the Internet The prevalence of backpacker travel trend 5.2 Recommendation Through the content gathered from many sources as well as the survey, we can see factors that are of great importance to the development of the homestay model in Da Lat 16 Each element has a certain influence and businessmen must learn very clearly from which to come up with appropriate plans to develop their model Details are as follows:  For shortcomings of the hotel model,investors must take each of these shortcomings as a business lesson Must update current trends as well as constantly review and look for weaknesses in their model, then propose timely corrective measures  For the second factor is visitors expectations are on the rise, what businesses need is to always be sensitive and constantly update market fluctuations, find out current trends as well as the needs of visitors to which constantly improves service quality, organizes the most appropriate after-sales programs  In order to promote the diversity of culture of Da Lat, each business not only waits for help from the Tourism Department, but also has to work hard to contribute to building a beautiful image of the locality through social networking sites  For the factor of the increasing of tourists, every entrepreneursmust firmly grasp is to always maintain and improve the quality of service, ensuring to provide visitors with comfortable living space and fully cultural identity of Da Lat  The following factor can be considered an extremely important factor - the prevalence of backpacker travel trend Entrepreneurs must spend more interested in building official social networking sites, focusing more on digital marketing For example, updating information about specific rooms with real eye-catching pictures on Facebook, extracting a little from profits to run marketing on Instagram…  The final factor: current backpack travel trend, we can completely see this as a group that contributes greatly to promoting the consumption of homestay disorders From there, it is necessary to give directions to develop its model to best suit this customer audience 17 REFERENCES Bao, V (2018) Nét văn hóa Đà Lạt Nhan Dan Online https://nhandan.com.vn/dulich/net-van-hoa-da-lat-331611/ Bo Van hoa The thao va Du lich, T cuc du lich (2013) Tài liệu Hướng dẫn vận hành Du lịch lưu trú nhà dân In Vietnamtourism 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