(TIỂU LUẬN) MARKETING STRATEGY FOR PRODUCT COMBINING MICE TOURISM AND WELLNESS TOURISM (hot mineral bath method at yoko onsen quang hanh, quang ninh)

VIETNAM GENERAL CONFEDERATION OF LABOUR TON DUC THANG UNIVERSITY FACULTY OF SOCIAL SCIENCES AND HUMANITIES R FINAL REPORT SUBJECT: MARKETING IN TOURISM MARKETING STRATEGY FOR PRODUCT COMBINING MICE TOURISM AND WELLNESS TOURISM (Hot mineral bath method at Yoko Onsen Quang Hanh, Quang Ninh) Instructor: MS Nguyen Thi Bich Dao Student: Ngo Trang Thuy Vy – 318H0472 Truong Thi Ngoc Vi – 318H0331 Le Phuong Thao – 318H0288 Le Nguyen Thi Nhu Quynh – 318H00900 Nguyen Thi Quynh Nhu – 319H0254 Truong Tien Dat – 319H0018 Ho Chi Minh City, 10th June, 2022 Table of Contents CHAPTER INTRODUCTION The reason for choosing the topic Research Objective Research subject, research object and research scope Research methods Research structure .6 CHAPTER LITERATURE REVIEW MICE tourism .7 Wellness tourism: .8 Definition of marketing: Market need: .9 Market Segmentation, Market Targeting, Market Position (S_T_P) 10 Marketing 4P: 10 CHAPTER THE TREND OF TOURISM PRODUCT CHOICE 12 Situation of the current tourism product in the market and proposing to develop a new product 12 SWOT analysis 16 S.T.P analysis 18 CHAPTER 4P MARKETING STRATEGY FOR PRODUCTS 32 Strategy on products .32 Price Strategy 35 Distribution Strategy 40 Promotion strategy .41 Student ID 318H0331 319H0254 318H0090 318H0288 319H0018 318H0472 CHAPTER INTRODUCTION The reason for choosing the topic Nowadays, with the increasing trend of globalization and international integration, M.I.C.E tourism has become more popular and is a potential type of tourism, bringing a great source of revenue to the regions where organized M.I.C.E tour program For the Vietnamese tourism market, M.I.C.E tourism is predicted to be a type of tourism that brings great prosperity, contributing a lot to Vietnam's GDP Indeed, in the years before the Covid19 pandemic, Vietnam became a "hot" destination when hosting major international events such as the 2017 APEC Summit Week, the 2nd US-North Korea Summit , Asia-Pacific Infection Control Conference 2019, etc Each event can reach several thousand to tens of thousands of visitors in just a few days According to Ms Nguyen Ngoc Quynh - Director of M.I.C.E Division of Vietravel Tourism Company, said that in the first months of 2019, the unit served more than 273,000 visitors in the form of MICE tourism, which mainly focused on domestic tourism market, with 228,000 arrivals, accounting for nearly 84% of the total number of MICE visitors, increasing revenue from the enterprise's M.I.C.E business by over 15% In addition, some localities with the potential to develop M.I.C.E tourism such as Ho Chi Minh City, Hanoi, Da Nang, etc have begun to notice and create development strategies and develop tourism products suitable for maximum exploitation, efficiency In addition to the needs of M.I.C.E tourism, after the Covid-19 pandemic, the need for health care became more concerned More and more people care about their health, through their hard work in sports; eat more in moderation, more science; and above all, in their activities such as travelling, they also focus and put health goals in their choices of tourism products, types of tourism, travel destinations, etc when making your own travel plans Some results show that the phrase "wellness travel" is becoming the most searched keyword in all types of tourism since the post-Covid-19 pandemic, and according to a report by Global Wellness Institute (GWI), Asia is a very potential market as it has led both in the number of trips and in revenue from this type of travel over the past years For the Vietnamese region, this is considered a potential country in the development of wellness tourism, with the advantages of natural resources: beautiful natural landscape, favorable climate and a modern and high-class infrastructure system recently built in some destinations such as Phu Quoc, Nha Trang, Ha Long (Quang Ninh), Therefore, with the post-Covid-19 context together with With the current prevailing trend of healthcare, there will be a great opportunity for Vietnam's tourism industry in developing tourism models and products related to this potential type of tourism With information about the current situation and potential of the two types of tourism mentioned above in the current trend, as well as the trend of tourists after the Covid-19 pandemic, is the basis for the research team to develop and propose a new type of tourism: M.I.C.E tourism combined with wellness tourism, with a specific tourism product model, the Onsen hot spring bath model in Quang Ninh Research Objective General objective: Develop a marketing strategy to develop and bring tourism products that combine elements of two types of tourism: M.I.C.E tourism and wellness tourism into Vietnam's tourism market Specific objective: • Find out the needs and trends of tourists in making choices and using tourism products and services of two types of tourism: M.I.C.E tourism and wellness tourism • Identify potential tourist market segments and markets of the Onsen hot spring bath model in Quang Ninh in particular and the type of tourism that combines MICE tourism and wellness tourism in general • Develop a 4P strategy for tourism products combining M.I.C.E tourism and wellness tourism Research subject, research object and research scope • Research subject: Tourism products of the type of tourism combining MICE tourism and wellness tourism) • Research object: Employees of different jobs in Ho Chi Minh City area • Research scope: o Research space: Ho Chi Minh City o Research period: from May 26, 2022 to June 9, 2022 o Research content: focus on research on potential tourist markets for new types of tourism and tourism products; strengths, weaknesses, opportunities and challenges in building and deploying a new tourism product model and the feasibility of bringing a model of tourism product that combines M.I.C.E tourism and care tourism health into the market Research methods Primary data collection The research team collects information through a survey from Google Form (including 50 samples) In addition, during the data collection process, the research team will conduct periodic group discussions to discuss the results of the data run and offer options for building a 4P strategy for the new tourism product model Secondary data collection In addition to the primary data source collected by the research team, the research team also uses references and reports from Google Scholar as the basis for building the structure of the report as well as building a 4P strategy for the development of Onsen mineral spring bathing model in Quang Ninh; data from the Vietnam National Administration of Tourism to collect data on visitor numbers in Quang Ninh and related data; articles from many sources in order to grasp the current situation and trends in choosing tourism products and types of tourism of Vietnamese tourists in particular and international tourists today Research structure Chapter 1: INTRODUCTION Chapter 2: LITERATURE REVIEW Chapter 3: THE TREND OF TOURISM PRODUCT CHOICE Chapter 4: 4P MARKETING STRATEGY FOR PRODUCTS CHAPTER LITERATURE REVIEW MICE tourism MICE is a type of tourism that combines conferences, seminars, exhibitions, events, and reward tourism of companies for employees and partners MICE - stands for Meeting (meeting), Incentive (reward), Convention (conference, seminar) and Exhibition (exhibition) The full English name is Meeting Incentive Conference Event Therefore, the MICE delegations are often very crowded (several hundred guests) and especially the spending level is higher than that of normal tour guests (because the Organizing Committee of international conferences always book rooms for guests at 4-5 hotels) stars, high service, post-conference tours must be specially designed on request ) MICE is currently a type of tourism that brings a huge source of revenue to the tourism industry in many countries Meeting: This is an activity of meeting between individuals or organizations to cultivate and discuss existing problems or create a new product Sources of visitors are members of international organizations, suppliers, and product designers Most of these customers are business people, even high-class business people, so they are fastidious and picky They often demand very high quality of service, very special Incentive: A type of tourism organized to: • Praise and reward excellent employees and agents whose sales exceed targets • Most of the costs are borne by the company or the company • Gather the strongest sales team to discuss future development strategy In this type, travel companies will combine to organize gala dinner with exciting and exciting games to connect members to increase teamwork Convention (conference, seminar): This is the most prominent form of tourism combined with conferences and seminars Because this is usually a meeting between international leaders of large and national companies with a large number of 300-400 people This can be considered as a short trip with very exciting activities such as teambuilding, strategic meetings or entertaining big customers at resorts and resorts Conference venues are usually 4.5-star hotel resorts with full amenities and facilities that can be combined with playing outdoor Teambuilding games or experiencing luxury travel services Exhibition: An activity to introduce goods and services to the target market and interested people, thereby widely promoting it to the public Includes types: Trade show and consumer show Wellness tourism: Wellness tourism is a health care tourism model, with the definition of wellness being a combination of healthy - physical health and spiritual - spiritual health, with the aim of providing visitors with the best health care services The best and most comprehensive, balance and maintain/restore emotions in the soul, form a healthy lifestyle, bring joy, positive thoughts after the experience through physical and psychological activities and/or spiritualityby promoting active participation between people, culture and nature This is a travel trend that brings a healthy lifestyle, balancing life and emotions Vietnam is a country with enough potential to exploit this type of tourism because it owns many natural wonders and suitable tourist attractions in the world Definition of marketing: Marketing refers to the activities a company undertakes to promote the purchase or sale of a product or service Marketing includes advertising, selling, and making products available to consumers or other businesses Some marketing is done by affiliates on behalf of a company Marketing uses the "marketing mix," also known as the four Ps — product, price, place, and promotion At its core, marketing seeks to approach a product or service, identify its ideal customer, and draw the customer's attention to an available product or service There are basic types of marketing: Traditional marketing: Traditional marketing only focuses on business products and marketing strategies for the purpose of producing and marketing products and earning as much profit as possible, working offline and without using technology and the Internet This marketing method works with the main orientation of bringing profits to the business, in addition to not paying much attention to the customer factor The traditional concept of Marketing is one-way because its sole goal is to sell products and earn profits Some disadvantages of the traditional marketing model: • Lack of system There are no plans or predictions about possible situations in the future • The target market as well as the strategy that can attract customers has not been clearly defined Traditional marketing segmented the marketing audience within a narrow range of local customers, located in a particular city or region Businesses can reach them without the help of the Internet Modern marketing: Contrary to the traditional model, modern marketing methods focus on market research before producing products Besides, the systematicity in modern marketing methods is shown by: • Research and analyze all areas, stages • Make predictions for possible future events, situations and risks To adapt to the changes of the market and the development of science and technology, modern marketing strategies approach customers based on digital and Internet platforms The reach of modern marketing campaigns can go beyond the confines of a single country This factor helps businesses easily build and increase brand recognition on a global scale Market need: The definition of a Need is a “necessity.” It occurs when a person or organization perceives a state of shortage that needs to be met by a certain good or service required by the customer when purchasing a product or service Every business must understand the needs of its customers in order to be successful Business people cannot create a market need, but can only discover it to find a way to satisfy it There are four main customer or market needs that an entrepreneur or business must consider Customer need: Customer needs are “problems the customer intends to solve when purchasing a good or service” It is a feeling of lack of something, the psychological and physical influences that cause the customer to buy an item or use a particular service However, most customers are barely aware of their psychological need when going to buy an item or service because their wants, beliefs, preferences, and attitudes significantly shape the need As a business owner, it is important to distinguish these two customer needs and use them to your advantage Market Segmentation, Market Targeting, Market Position (S_T_P) Market segmentation: Market segmentation is a marketing term that refers to the gathering of potential buyers into groups or segments with common needs and who respond similarly to a marketing action Market segmentation allows companies to target different groups of consumers who perceive the full value of a number of different products and services Market segmentation seeks to identify target consumer groups in order to tailor products and brands in a way that is appealing to the group The market can be segmented in a number of ways such as by geography, demographics, or behavior Market Targeting: Targeting market is a process of selecting a target market from the entire market The target market includes the group/group of buyers the company wants to satisfy or for whom the product is manufactured, pricing, promotion efforts and preparation of distribution network It basically involves two actions - evaluating segments and selecting appropriate market segments In this relationship, target market can be defined as: target market is the act of evaluating and selecting market segments Targeting market involves dividing the total market into segments, evaluating these segments, and selecting the appropriate segments as the target market Market position: In marketing and business strategy, market position refers to consumers' perception of a brand or product in relation to competing brands or products Market positioning refers to the process of establishing the image or identity of a brand or product so that consumers perceive it in a certain way Marketing 4P: The 4P in marketing stands for the first four letters: Product, Price, Place and Promotion 4P is known by another name as Marketing Mix or marketing mix Marketing 4Ps are the key elements involved in the marketing of a good or service The four Ps are constrained by internal and external factors in the overall business environment, and they interact significantly with each other 10 • Find out information about products through: Facebook (6), Instagram (4), TikTok (3), Company website (3), Consultation call (3), Newspaper/poster (4) • Trip duration: days nights or days nights • Payment level: from milllion VND to 10 million VND or more (5) 3.4 Positioning 3.4.1 Based on customers’ desire After the Covid-19 pandemic, customers tend to care more about their health Therefore, the need for health care after the pandemic becomes more common According to the General Department of Tourism - Mr Nguyen Trung Khanh, wellness tourism is one of the types of tourism that tends to increase in 2022, besides other types of tourism such as green tourism, leisure tourism, etc Indeed, grasping the wishes of customers and global trends in general, some countries have begun to test and deploy the wellness tourism product model , conduct promotion to international markets such as India, Thailand, Turkey, etc Simultaneously, M.I.C.E tourism is expected to develop rapidly, with an increase in travel demand as well as the reorganization of tourism and resort activities, and organizing conferences for staff and employees which have been postponed due to the Covid-19 pandemic In addition, the need to meet and resume relationships with customers, partners, investors as well as expand new relationships to recover the economy after the pandemic is also an urgent need for businesses to choose M.I.C.E tourism With the above factors, the product that combines M.I.C.E tourism and wellness tourism, specifically the Onsen hot mineral bath method in Quang Ninh, is the perfect tourism product, suitable to the tastes of customers Currently, customers can solve three major needs of customers after the Covid-19 pandemic: travel needs, health care needs, and meeting, event organization, and teambuilding needs in businesses 3.4.2 Based on competitors Nowadays, Viettravel and Saigontourist are two large travel businesses specializing in organizing M.I.C.E travel programs for large companies, especially after the Covid-19 pandemic According to statistics, only in March 2022, Saigontourist travel agency has served more than 80 M.I.C.E delegations with sightseeing program combining events, seminars, teambuilding, gala dinner in Hanoi, Sa Pa, Dien Bien, Phan Thiet, Nha Trang, Quy Nhon, Ho 30 Chi Minh City Tram, Phu Quoc For Viettravel, only at the headquarters of Vietravel Company in Ho Chi Minh City, in February 2022, there were about 150 groups (nearly 9,000 guests) participating in the M.I.C.E tour with teambuilding activities, gala dinners at safe destinations such as: Phu Quoc, Ba Ria - Vung Tau (Ho Tram, Long Hai), Da Lat, Phan Thiet In which the highest record was achieved by Prudential Company with nearly 2,000 Phu Quoc visitors combine teambuilding and gala dinner The main destinations that both of these businesses are focusing on exploiting are Phu Quoc, Da Nang, Nha Trang, Da Lat, Phan Thiet, Vung Tau - potential M.I.C.E tourism organization destinations Regarding the development of tourism products, Viettravel chooses to bring new experiences to visitors in the M.I.C.E travel program through the application of automation equipment and technology in team building programs and seminars Besides, designing many product lines focusing on slow-living tourism and health training such as meditation, yoga, nourishing exercises, hot mineral baths, etc However, the product that combines M.I.C.E tourism and wellness tourism, specifically the Onsen hot mineral bath method implemented by the research team, is expected to be piloted in Quang Ninh In addition, the product that combines the two most popular types after the Covid-19 pandemic, M.I.C.E tourism and wellness tourism, is a new combination As of the time of writing report, the research team has not recorded this combination product being implemented by any enterprises in Vietnam These are the differences in the evolving market as well as the product strategy between the research team and the competing businesses 3.5 Summary Based on the research team's analysis of combined products, we can identify buyers of a tour program that combines M.I.C.E travel and wellness tourism, specifically the Onsen hot bath in Quang Ninh, is a working person, with part of their job needs is to attend conferences, seminars, events and, morever, they are the organizer of teambuilding sessions, year-end meetings for the company Accordingly, the combined use of the research team's products will bring two great benefits to customers: helping customers implementing the goals of their business trip as well as providing a comfortable experience after their business trip by relaxing methods at Yoko Onsen 31 This will be a pioneering tourism product, creating a new trend in resort when it is possible for workers to both experience high-class resort services and complete unfinished tasks at work Although the starting point will be to create opportunities for people of all walks of life to experience the product, with a long-term strategy, this combined tourism product will target upper-class customers in Ho Chi Minh City and other potential areas to build a brand, then have an appropriate pricing strategy to attract middle-class customer segments and expand the market The timing of using this combined travel product is flexible, with no time constraints, however, the ideal trip should still be organized on annual holidays or summer holidays to get the best experience CHAPTER 4P MARKETING STRATEGY FOR PRODUCTS Strategy on products Name of the product: MICE x wellness: work and recovery According to the survey, up to 52% of participants had never heard of the ONSEN hot spring bath model, therefore it is vital to choose a name that matches the customer's search intent regarding the need and desire to attend the conference, but must have conditions on health care services It is also the foundation for developing the product's name The x prefix appears for a combination of two aspects, mice and healthcare, which is also a common phrase among Millennials and Gen Z, who comprise the majority of the team's survey results Slogan: “Your body's recovery reflects our performance” Using Reflect verbs to ensure that the customer's body's healing is a parallel outcome for our care and service process This will increase the worth of consumers by making them feel respected when they have been cared for both physically and mentally Customer satisfaction is a business guideline Unique selling point: We serve you enthusiastically at the meeting place and conscientiously treat your health status during the same period 32 Product core values MICE tourism is a blend of traditional tourism and hour-long meetings As a result, soaking in a hot mineral stream rich in nutrients following the conference and exhibition program is ideal The company's purpose is to effectively plan the meeting and ensure that the consumer is immediately returned to health and wellness The survey team suggests viable product strategies for three groups based on the characteristics of three categories of consumers identified in the STP analysis: (1) Group of customers with income below 10 million VND/month and have a payment level for a trip of days night and days nights is from million VND to million VND (12 people) It can be observed that this group of clients has the lowest income, yet their capacity to spend for a vacation of million or more is entirely conceivable Furthermore, there are other possibilities that are prepared to pay more for longer stays As a result, it is required to create a standard product, eliminate some extra services while still ensuring the program's basic services - Return flight ticket - Public hot mineral bath tickets ONSEN - Washitsu Ichi room - free breakfast - Standard main meals: 100,000 VND/person - tea break + standard meeting room - Bus during the trip 33 (2) Group of customers with income from 10 million VND to less than 20 million VND/month and have a payment level for a trip of days night and days nights is from million VND to million VND / days nights is from million VND to 10 million VND (8 people) This set of customers at this income level will be more concerned with extra services during their vacation Must build products of slightly higher quality than the last batch of guests, as well as enhance their room grade and food quality Although this is not the initial target group of clients, it is the percentage that keeps the firm profitable as it enters the development stage - Return flight ticket - ONSEN public hot mineral bath tickets - Japanese garden and spa tickets - Washitsu Ni room (two mineral tubs) + Welcome fruit upon arrival - Free a single breakfast - Typical meal 150,000 VND per person - standard meeting room + tea break - Tickets at sightseeing the tour program - Bus during the trip (3) Group of customers with income from 20 million VND to 40 million VND or more (7 people) This is a group of guests that can afford to spend very well for their vacation, thus high-quality items and a broad variety of various supplementary services are required This is also the client segment that the research team is targeting in the product's early phases - Return flight ticket - ONSEN public hot spring bath tickets (unlimited bathing sessions) - Tickets to the Japanese garden, spa, and specialty treatments - Washitsu Kazoku room (2 mineral baths) + Welcome fruit upon arrival 34 - free breakfasts - Dine at the Organic restaurant chain's Food Court - Typical meal 180,000 VND per person - Standard meeting space + tea breaks - Tickets at sightseeing the tour program - Bus during the trip Product line strategy Stretch down: Focus on developing products targeting the high-end segment first, then gradually add products to the lower segments of the market, in order to expand and maintain the existence of the market Price Strategy Price Skimming Strategy The research team proposes a skimmed price for the product at the time of launch to attract the attention of the third group of customers and are willing to pay for the product At the same time, target the second group's consumer psychology in that the more costly the item, the better the service This will assist in obtaining a relatively significant profit from the initial consumers Simultaneously, it is necessary to push the advertising section in order to create a tendency of using the product at the time of launch Dynamic Pricing Strategy Following the skimming phase in the first stage, it will be stretched and expanded to other markets with a dramatic price plan, according to the product line strategy Dynamic pricing is also known as spike pricing, on-demand pricing, or time-based pricing This is a variable pricing approach that changes based on market conditions and client demand Due to the seasonal nature of tourism, it is necessary to determine the pricing depending on the peak level of the customer's travel demand: ● High season: 35 This is the company's most profitable season, with shoppers wanting to travel and indeed the highest-priced tours and services of the year ● Low season: This is the period of year when firms have a tough time selling tours Therefore, it is necessary to clearly set out programs and incentives for buyers of tourism products in this period ● Seasonal transition from low to high season: When customers learn about next season's vacation, trendy tourist spots, and expenditures, now is the greatest moment to attract During this time, tour sales and communication efforts are promoted According to the survey, customers' travel time is on holidays (35.6%), summer (23.3%) and depending on the organization (30%) As a result, the study team proposes a high peak season pricing for the group of visitors going throughout the holidays and summer For the low season, it is advisable to focus on the group of guests who follow the company, because these trips will often be organized in groups In which it can be observed that the person who decides to take the trip is an office worker (17 votes), thus price for the group that does this trip in the low season to give product packages middle range items to serve them Table Statistics on occupation and timline of travel Career Total Product: MICE x wellness: work and recovery Route: days nights Ho Chi Minh City - Quang Ninh - Ho Chi Minh City (expected for a group of 40 people) Day 1: Ho Chi Minh City - Quang Ninh 8:50 The plane takes off from Tan Son Nhat to Van Don airport 11:30 Lunch at Hai Yen restaurant Visiting Cua Ong Temple 14:00 Check in and check in ONSEN 15:00 The group receives tickets for Public Onsen mineral bath including all public services such as: mineral baths, sauna, public rest room, reading room, movie room 17:00 Have dinner at Ryu-an Restaurant (ONSEN), rest or free to explore Cam Pha City Day 2: Meeting program (MICE) 6:00 Breakfast at Buffet Yasaka Restaurant (Onsen) 7:30 Get on bus and move to FLC Ha Long 8:00 Start your company meeting ● Standard Equipment ● Writing pad, pen, and mineral water ● podium with flower ● microphones 37 ● Techinicians stand by ● 02 Coffee Breaks 12: 00 Lunch at the restaurant 13:30 Continue your company meeting 17: 30 End of the meeting 18: 00 Have dinner with special location “Steamed rice roll with squid bologna” 19: 30 Join the health care process at the massage area and spa There are options: Thai massage and separate therapy service in Onsen Massage area 21:00 Back to the resting room or free to visit Cam Pha city Day 3: Quang Ninh - Ho Chi Minh City 6:00 Breakfast at Buffet Yasaka Restaurant (Onsen) Check out 8:00 Move to Vung Duc tourist area 11: 00 Lunch at Ocean Restaurant In the afternoon, a bus takes you to the airport, procedures for flight to Ho Chi Minh City End program Pricing for products Fixed cost = 27,050,000 VND Bus: 2,400,000/ day * days = 7,200,000 VND Tour guide: 300,000/days * days= 900,000 VND Meeting room: 18,950,000 VND/ day Variable cost = 5,992,000 VND Room: 3,920,000 VND/person/ nights Meals: 100,000 VND/person * meals= 300,000 VND (Can change to suit the group of guests) 38 Public Onsen mineral bath ticket: 1,000,000 VND/person Massage: 300,000 VND/ person Ticket at Vung Duc : 120,000 VND/ person Insurance: 12,000 VND/person Water: 15,000 VND Towels: 10,000 VND Hat: 15,000 VND Other cost: 100,000 VND Profit: 200,000 VND Net price (z)= (FC/Q)+VC= 6,668,250 Price= z + Ck+ P= 6,668,250 + 100,000 + 200,000= 6,968,250 VND Airplane ticket (expected): 2,363,000 VND Tour price: 9,332,000 VND / person Price for the whole group (40 person) = 373,280,000 VND Included: ● Transport + New air-conditioned tourist car for the whole tour of Cam Pha + Estimated round-trip airfare ● Meal + Breakfast: 02 buffet breakfasts + 01 breakfast at the airport + Main meals: ● Accommodation + person/room (ONSEN Washitsu Ichi/Washitsu Ni/ Washitsu Kazoku room) ● Tourguide ● Gift: + Travel insurance 39 + Hat + Drinking water + Cold towels ● VAT Not included: ● Sightseeing outside, eating outside the program, bringing beer, wine, soft drinks to meals, phone calls, laundry ● Expenses not included in the inclusions Notes: ● Airfares may increase or decrease depending on the time you choose/close ● The service has not been kept until the customer closes ● Depending on the nature of the group, it will change accordingly in terms of tour prices & services ● Tour price changes when quantity changes Distribution Strategy Through the survey, the platforms where customers learn about MICE products mostly through social networking sites such as Facebook with a large number of 92% and followed by travel websites with a total of 50% Instagram and TikTok platforms account for an equal percentage of consumers who update products at 36% And through the press also accounted for 34% of the number of customers knowing about the product and the lowest was product introduction calls accounted for 28% In general, the survey results show that a large number of customers still choose to give priority to social platforms to update and buy products on major channels such as Facebook, Instagram, Tiktok and private travel websites of companies and businesses So to be successful in choosing a place to sell MICE tourism products through the number of guests surveyed through distribution channels on social networking platforms, we need to develop appropriate marketing strategies suitable for the company's products and costs to attract the attention of customers on social networking sites We need to focus on one major goal in digital marketing We will use brand awareness to create activities and discussions 40 about product brands We should retain customers through using social media channels as a forum for direct dialogue with customers Before we start creating social media marketing campaigns, we need to consider the company's business goals and getting the products to the consumer quickly and with trust From there, through the questionnaire as well as the survey, the company will receive the goals and needs of customers and we will come up with a marketing strategy that will build valuable product content as well as images beauty of the product and convey it on Facebook Instagram or on the main page of the company website to attract the attention of customers We will increase website traffic, build conversions, promote awareness of the company's own product brand and at the same time differentiate the brand, improve communication and interaction with customers loyal customers and high-class guests Direct distribution channel Customers can buy tickets directly at the company's branches Customers can also book tickets and services through the travel agency's Fanpage on facebook, Tiktok or through the website, and through the package travel app Thereby, customers can book tickets quickly without worrying about standing in line Indirect distribution channel The form of distribution through intermediaries is through supply agents Tourism makes the company's products accessible to users Help drive sales as well as higher customer access to products - Online ticket booking page through the website of OTA channels for fastest ticket booking: + booking.com : http://www.booking.com.vn/ Booking.com has grown from a small group of startups in the Netherlands to become a among the world's leading companies providing digital-based travel services chemical Promotion strategy Advertisement: 41 • Print advertising: Advertise in newspapers (Tuoi Tre newspaper, Thanh Nien newspaper, Tien Phong newspaper, etc to times week Travel magazine such as: Marketing and family magazine, travel magazine calendar (towards domestic customers) Trevellive , Asia Life (direction to foreign tourists) with a frequency of times a month • Television advertisement In order to contribute to a special and suitable tour program for customers, the Company should coordinate with Vietnam tourism TV channels to build a MICE tourism program that combines visitor health care activities and experience the Onsen bath in Quang Ninh Promote the product on Vietnamese tourism television stations and, if there is enough budget, on international television stations Vietnam Television: + Information channel VTV4 + VTC10 NETVIET • Outdoor advertising: Place billboards in major city center locations such as districts to let customers know more about this new product • Advertise on Internet sites: Currently, social networks are one of the channels to promote products and services extremely effective, attracting more attention to the group's new product, attract a large number of users These include famous social networks through current surveys such as Facebook, Tiktok, Instagram Write advertisements, share experiences when traveling for charity, rent banners on travel forums (phuot.vn, toidi.net, ) Famous websites in Vietnam are websites such as: vnexpress.net, vietnamtraveltour.net, dulichhe.com, dulichtietkiem.com Email (email): send information about the company, about charity and epidemic tours serve customers • Promote digital marketing segment 42 Research and develop keywords that match the needs of the user, the more the keyword matches the customer's query, the more it will show up in the top results Suggested keywords "wellness, mice, recovery, health care, hot mineral bath" REFERENCE Dan (2013) Market Positioning strategiccfo.com Du lịch MICE gì? (2006) Tổng Cục Du Lịch Jaideep, S (n.d.) Market Targeting: Introduction, Definition, Procedure and Methods yourarticlelibrary.com TARVER, E (2022) Market Segmentation Investopedia.com Team, I E (2021) A Look into Customer Needs and How To Identify Them indeed.com Trào lưu du lịch sức khỏe Wellness travel lên hậu Covid (2021) vinpearl.com TWIN, A (2022) The Ps Investopedia.com Thanh Giang (2022), Phục hồi Phát triển kinh tế - xã hội: Du lịch chữa bệnh, chăm sóc sức khỏe xu hướng sau dịch COVID-19, báo Thông Tấn Xã Việt Nam Link: https://ncov.vnanet.vn/tin-tuc/phuc-hoi-va-phat-trien-kinh-te-xa-hoi-du-lich-chua-benh-chamsoc-suc-khoe-la-mot-xu-huong-sau-dich-covid-19/b0236e3f-e164-4ca7-bc80-c3d5f0640c5a Lê Hồng (2022), Đầu năm 2022: Du lịch M.I.C.E tăng tốc, báo Người Lao Động Link: https://nld.com.vn/du-lich/dau-nam-2022-du-lich-M.I.C.E-tang-toc-20220224175559644.htm Mai Ngọc (2022), Lữ hành Saigontourist phục vụ 13.000 khách du lịch M.I.C.E, báo Thanh Niên Link: https://thanhnien.vn/lu-hanh-saigontourist-phuc-vu-hon-13-000-khach-dulich-M.I.C.E-post1437517.html Phan Mơ (2019), Du lịch MICE: Xu hướng du lịch thời 4.0 Việt Nam, báo Pháp Luật Link: https://baophapluat.vn/du-lich-mice-xu-huong-du-lich-thoi-4-0-tai-viet-nam-post321102.html Marketing 4P gì? Giải thích khái niệm Case Study thực tế (2022) Retrieved June 2022, from https://hocvien.haravan.com/blogs/khoi-nghiep-kinh-doanh/marketing-4p-la-gi 43 [Review] Yoko Onsen Quang Hanh, Khu nghỉ dưỡng suối khoáng độc đáo Quảng Ninh (2020) Retrieved June 2022, from https://vivuhalong.com/review-yoko-onsen-quang-hanh/ Onsen Quảng Ninh - Thiên đường nghỉ dưỡng suối khoáng - Review Villa (2022) Retrieved June 2022, from https://reviewvilla.vn/onsen-quang-ninh/ 44 ... model in Quang Ninh in particular and the type of tourism that combines MICE tourism and wellness tourism in general • Develop a 4P strategy for tourism products combining M.I.C.E tourism and wellness. .. heard of the Onsen hot mineral bath method It can be said that this tourism product is still quite new, and the combination of M.I.C.E tourism and wellness tourism with hot mineral bath method will... 18 CHAPTER 4P MARKETING STRATEGY FOR PRODUCTS 32 Strategy on products .32 Price Strategy 35 Distribution Strategy 40 Promotion strategy