Đầy mạnh hoạt động xúc tiến du lịch tỉnh hải dương

7824 LV ThS DHKTQD p L1 - • >■ [ I • M■ p TRUONG DAI HOC KINH TE QUOC D&N ■ ■ BD80OG8G8 daihqcktqd TT THdNG TIN THlfVIEN PHONG LUAN AN • TU LIEU NGUYEN THI LIEN DAY MANH HOATDONG XUC HEN DU UGH T1NH HA!DUONG CHUYEN NGANH: KINH TE PHAT TRIEN LUAN VAN THAC si KINH TE Ngirdi hitting dan khoa hoc: GS.TS NGO THANG LCJI ■ HA AOI, WI 2012 • LOT CAM DOAN Toi xin cam doan day la cong trinh nghien curu khoa hoc cua chinh ban than toi, cac so lieu trinh bay cung nhu duoc su dung de phan tich luan van theo dung quy dinh va trung thuc Neu co gi sai trai toi hoan toan chiu trach nhiem Hoc vien Nguyen Thi Lien MUC LUC • • LCD CAM DOAN MUC LUC DANH MUC CAC KY HIEU VA CHIT VIET TAT DANH MUC CAC BANG, HINH VE TOM TAT LUAN VAN MO DAU CHlTONG 1: KHUNG LY THU YET NGHIEN ClTU HOAT DONG XUC TIEN DIEM DEN DU LICH 1.1 Diem den du lich 1.2 Xue tien diem den du lich va vai tro cua xue tien diem den du lich 1.2.1 Xue tien diem den du lich 1.2.2 Vai tro cua xue tien diem den du lich 1.3 Noi dung hoat dong xue tien diem den du lich 1.3.1 Hoat dong an hanh an pham, tai lieu thong tin du lich 10 1.3.2 Hoat dong quang cao du lich 11 1.3.3 Hoat dong quan he cong chung 13 1.3.4 Hoat dong xue tien ban 15 1.3.5 Hoat dong hoi chq trien lam du lich 17 1.3.6 Hoat dong marketing tren mang internet va website 18 1.4 Cac nhan to anh huong den xue tien diem den du lich 19 1.4.1 Chuang trinh xue tien diem den du lich 19 1.4.2 To churc quan ly hoat dong xue tien diem den du lich 24 CHLTONG THUC TRANG HOAT DONG XUC TIEN DIEM DEN DU LICH CUA TlNH HAI DlTONG GIAI DOAN • • 2002 - 2011 26 2.1 Danh gia tiem nang phat trien du lich cua tinh Hai Duong 26 2.1.1 Dieu kien va tai nguyen du lich tu nhien 26 2.1.2 Tai nguyen du lich nhan van 30 2.2 Danh gia thuc trang phat trien Du lich tinh Hai Duong 32 2.2.1 Co so vat chat ky thuat 32 2.2.2 Lao dong nganh du lich 33 2.2.3 He thong san pham du lich 34 2.2.4 Khach du lich 35 2.2.5 Thu nhap du lich 39 2.2.6 Chinh sach va chuong trinh xue tien phat trien du lich tinh Hai Duong 41 2.2.7 T6 chuc quan ly hoat dong xue tien du lich cua tinh 43 2.2.8 Ngan sach xuc titin du ich cua tinh 44 2.3 Danh gia thuc trang hoat dong xuc tien diem den du lich tinh Hai Duong 46 2.3.1 Hoat dong an hanh an pham, tai lieu thong tin Uu lich 46 2.3.2 Hoat dong quang tCo Uu lich 47 2.3.3 Hoat dong quan he cdng chcng 51 2.3.4 Hoat dong xcc tinn ban 53 2.3.5 Hoat dong to chuc va tham gia hoi cho, trien lam Uu lich 53 2.3.6 Hoat dong marketing Uu lich tren mang internet va website 55 2.3.7 DCnh giC thong qua knt qua dieu tra 56 2.4 Danh gia chung 60 2.4.1 Nhung thuan loi va kho khan 60 2.4.2 Diem manh va diem yeu 66 CHVONG 3: DAY MANH HOAT DONG XUO TIEN DIEM DEN DU LICH TINH HAI DVONG GIAI DOAN 2012-2020 76 3.1 Quan diem va muc tieu thuc hien xuc tien diem den du lich tinh Hai Duong den nam 2020 .76 3.1.1 Muc tieu phCt trien Uu lich 76 3.1.2 Quan diem hoan thien cong tCc xcc tinn diem dnn Uu lich 77 3.1.3 Muc tieu hoan thien cong tCc xcc tinn diem dnn Uu lich 77 3.2 Mot so de xuat nham day manh hoat dong xuc tien diem den du lich tinh Hai Duong giai doan 2010-2020 78 3.2.1 CCc giai phCp ve chinh sCch va nguon kinh phi xcc tinn Uu lich caa tinh Hai Duong 78 3.2.2 Giai phCp hoan thien bo mCy to chuc xcc tinn va nnng cao nang luc cho doi ngu cCn bo lam cong tCc xcc tinn Uu lich caa tinh 80 3.2.3 CCc giai phCp ve nghien cuu thi truong va xny dung chuong trinh xcc tinn Uu lich .81 3.2.4 Giai phCp ve nnng cao suc hap Uan va canh tranh caa cCc san pham Uu lich Hai Duong 83 3.2.5 CCc nhom giai phCp cu the ve hoat dong xcc tinn Uu lich 86 3.3 Mot so kien nghi 90 3.3.1 Doi vdi cCc co quan trung uong 90 3.3.2 Doi vdi chinh quyen va co quan quan ly Uu lich dia phuong 91 KET LUAN 92 TAI LIEU THAM KHAO 93 PHU LUC 96 r r ~ -w , x DANH MUC CAC KY HIEU VA CHU VIET TAT • • Tieng Viet So thir tu Ky hieu Nghia day du ASEAN Hiep hoi cac quoc gia Dong Nam A CSLT Co so luu tru DLHD Du lich Hai Duong FAMTRIP Chuyen di khao sat lam quen HDND Hoi dong nhan dan PR Quan he cOng chung UBND Uy ban nhan dan MICE Loai hinh du lich hoi nghi, hoi thao, khuyen thuong, so kien Tieng Anh So thir tu Ky hieu Nghia Tieng Anh Nghia Tieng Viet FIT Free Independent Traveller Khach du lich doc lap, tu sap xep chuyen di FITUR ITB International Tourism Trade Hoi cho thuong mai du Fair lich Quoc te International Trade Berlin Hoi cho thuong mai r r Quoc te Berlin UNESCO WTM United Nations Educational, To chuc giao duc, khoa Scientific and Cultural hoc va van hoa cUa Lien Organization hop Quoc World Trade Market Hoi cho thuong mai the gidi DANH MUC CAC BANG, HINH VE BANG Bang 2.1: Lirot khach du lich den Hai Duong giai doan 2002 - 2011 35 Bang 2.2: Khach du lich quoc te den Hai Duong, giai doan 2002 - 2011 36 Bang 2.3 : Khach quoc te den cac tinh thuoc vung KTTD phia Bac giai doan 2002 - 2009 36 Bang 2.4: Khach du lich noi dia den Hai Duong, giai doan 2002 - 2011 37 Bang 2.5: Khach noi dia den cac tinh thuoc vung KTTD phia Bac giai doan 2002-2009 38 Bang 2.6: Thu nhap du lich Hai Duong giai doan 2002 - 2011 39 Bang 2.7: Thu nhap du lich cac tinh thuoc vung KTTD phia Bac, giai doan 2002-2010 .40 Bang 2.8: Ty va Toe tang trudng GDP du lich giai doan 2002-2011 41 Bang 2.9 Tong hop kinh phi xue tien quang cao du lich cap tir ngan sach tinh Hai Duong giai doan 2005- 2011 44 Bang 2.10 Tong hop an pham, tai lieu quang ba du lich Hai Duong phat hanh giai doan 2005-2011 46 Bang 2.11 Cach thuc tim kiem thong tin du lich cua khach du lich nude trudc tdi Hai Duong 57 Bang 2.12 Cach thuc tim kiem thong tin du lich cua khach du lich quoc te trudc tdi Hai Duong 58 Bang 2.13 Cac hinh thuc va hoat dong xue tien du lich tinh Hai Duong dugc cac cong ty du lich, lu hanh biet den 59 HINH VE Hinh 2.1 Cac chien luge xue tien ban diem den du lich 16 Hinh 2.3 Cac budc xay dung chuong trinh xue tien diem den du lich dia phuong 21 w TRUONG DAI HOC KINH TE QUOC DAN ■ ■ £D80)OC8C2 NGUYEN THI LIEN A* F FL* _ BAY MANH HOAT DONG XUC TIEN DU LICH TINH HAI DUONG ■ ■ ■ ■ CHUYEN NGANH: KINH TE PHATTRIEN TOM TAT LUAN VAN THAC SI HA KO I, NAM 2012 • i CHIJONG 1: KHUNG LY THUYET NGHIEN CUU DAY MANH HOAT DONG XUC TIEN DIEM DEN DU LICH 1.1 Diem den du lich Trong luan van nay, diem den du lich la mot noi ma nhung du khach luu lai tam thai de tham gia vao cac hoat dong va giao tiep lien quan den du lich 1.2 Xuc tien diem den du li• ch va vai tro cua xuc tien diem den du lich • 1.2.1 Xuc tien diem den du lich Trong luan van nay, xuc tien diem den du lich dia phuong la viec su dung don •> r r r le hoac ket hop cac cong cu xuc tien khac de xay dung hinh anh doc dao, hap dan ve diem den cung vai cac san pham - dich vu tai thi truang khach muc tieu r \ r nham thuyetphuc va tao quyet dinh di du lich cua ho 1.2.2 Vai tro cua xuc tien diem den du lich Xuc tien khong chi la cau noi giua diem den du lich va thi truang khach du lich ma cdn la cong cu tao cau hay thi truang du lich cho diem den 1.3 Noi ddun hoat donn xuc ticin diem den dd lich r r •> 1.3.1 Hoat dong an hanh an pham, tai lieu thong tin du lich x f r r r An pham thong tin la tat ca nhung tai lieu dang in an hoac dien tu duqc thiet ke nham tao su nhan biet doi voi khach hang hien tai va tiem nang, kich thich nhu cau va ham muon ve mot san pham hay diem den cu the nao do, bao gom: thu nhat la tai lieu thiet ke va in tren vat pham bang giay nhu to rod, tap gap, sach mdng ve du lich, sach gioi thieu, hudng ddn du lich, to ap phich, ban do, thu hai la tai lieu thiet ke tren vat pham dien tu nhu, dia CDrom, dia DVD, USB, bang casset hoac bang video 1.3.2 Hoat dong quang cao du lich Trong marketing du lich, quang cao la mot hinh thuc phai tra tien de truyen tai mot thong diep hay hinh anh ve mot san pham, diem den nham thu hut khach hang hay khach du lich Cac hinh thuc quang cao: trang web, bao chi, truyen hinh, phat thanh, tap chi, quang cao ngoai trai 1.3.3 Hoat dong quan he cong chung Quan he cong chung la viec su dung cac ben thu ba khach quan, de xay dung va truyen dat cac thong diep, hinh anh tich cue ve diem den va phan bac lai cac thong tin xau lien quan den diem den PR noi bo hay ben •> r PR ben ngoai diem den du lich 1.3.4 Hoat dong xuc tien ban Xuc tien ban la viec su dung mot so cong cu, ky thuat khac lam gia tang gia tri san pham, sir hap dan cua diem den de kich thi'ch khach hang mua hang hay khach du lich lan dau tien tham quan hoac tham quan lap lai, thong qua hinh thuc giam gia, nhung phan thudng khuyen khich hoac qua tang mien phi 1.3.5 Hoat dong hoi ch ff trien lam du lich Hoi cho trien lam du lich la noi nhung ngudi dieu hanh chuong trinh du lich den de tim mua cac chuong trinh du lich moi cung cap cho khach hang cua ho Hinh pho) mua cac gian hang va nhung ngudi mua dupe mien phi den tham va gap go vdi nhung thu hut su chu y cua ho 1.3.6 Hoat dong marketing tren mang internet va website Tiep thi tren internet hay tiep thi so la viec sir dung mang internet ket hop vdi cac phuong tien truyen thong tich hop va tuong tac khac nham tiep thi quang ba san pham, dich vu hay diem den du lich tdi cong chung va khach hang muc tieu 1.4 Cac nhan to anh hirdng den xuc tien diem den du lich 1.4.1 Chuang trinh xuc tien diem den du lich Chuong trinh xuc tien du lich la toan bo cac hoat dong xuc tien duoc thuc hien theo mot chuong trinh da dupe xay dung trudc de quang ba hinh anh va truyen tai nhung thong diep quang cao cua mot diem den hay san pham du lich tdi phan khuc khach hang muc tieu 1.4.2 To chirc quan ly hoat dong xuc tien diem den du lich Hoat dong xuc tien diem den tai cac dia phuong, tinh, cua nude ta 92 X KET LUAN Trong xu the hoi nhap kinh te quoc te va tham gia thi truong du lich toan cau hien nay, cdng tac xuc tien diem den du lich cang gitr vai trd quan trong viec tao dung hinh anh, sue hap dan cua diem den nham canh tranh thu hut khach du lich Trong thoi gian vira qua, hoat dong xuc tien diem den du lich cua Hai Duong noi rieng, cac tinh, noi chung d nudc ta da tirng budc duoc day manh va chuyen nghiep hoa Tuy nhien, hoat dong xuc tien diem den du lich nhin chung cdn nhieu yeu kem nhu thieu cac chuong trinh xuc tien mang tinh chuyen nghiep, hoat dong xuc tien manh mun va cam tinh, thdng tin quang ba du lich chung chung chua tiep can dupc thi truong khach, san pham du lich don dieu, trung lap thieu hap dan Ben canh do, cdng tac xuc tien quang ba hinh anh diem den bang chinh chat lupng san pham dich vu, su hieu khach cua ngudi dan dia phuong cung chua dupc quan tam dung muc Nguyen nhan cua nhung van de han che tren chu yeu la thieu co che chinh sach, thieu nguon kinh phi, thieu nang luc, thieu su phoi hpp, dong thuan cua cac cap cac nganh diem den De cdng tac xuc tien diem den du lich cua Hai Duong thuc su phat trien sau rong va vuon tdi cac thi truong du lich khu vuc va the gidi, dieu kien z x r z r nguon kinh phi cdn han hep, nhat thiet phai cd su doan ket phoi hpp toan dien, su hpp tac, dong thuan cua cac co quan quan ly Nha nudc ve du lich d trung uong va dia phuong, cua cong dong doanh nghiep va dan cu dia phuong viec thuc hien dong bo cac giai phap tu nghien cuu thi truong, xay dung san pham du lich den viec r r r yeu to noi luc va ngoai luc hoat dong xuc tien du lich se dua Hai Duong trd van hoa, canh quan thien nhien an tuong, doc dao ma cdn bang chat lupng dich vu, su than thien hieu khach cua ngudi dan Tat ca dieu se tao nen hinh anh, thuong hieu du lich Hai Duong du sue canh tranh va hap dan khach du lich tren thi truong du lich va ngoai nudc./ 93 TAI LIEU THAM KHAO Tieng Viet Cue thdng ke Hai Duong (2012), Nien giam thdng ke 2011, NXB thong ke Ha Noi Nguyen Van Dung (2008), Marketing du lich, NXB Giao thong Van tai, Ho Chi Minh r ~ r Nguyen Van Dung (2009), Chien luoc va chien thuat quang bd marketing du lich, NXB Giao thong Van tai, Ho Chi Minh Nguyen Van Dung (2009), Xay dung thuong hieu du lich cho pho, NXB Giao thong Van tai, Ho Chi Minh Nguyen Van Luu (2008), Thi trudng du lich, Nha xuat ban Dai hoc Quoc gia, Ha Noi r Pham Xuan Hau (2005), Day manh hoat dong xuc tien tren co so khong ngieng nang cao chat luong san pham du lich, NXB giao due Viet Nam Quoc hoi nuoc CHXHCN Viet Nam khoa 11, ky hop thu (2008), Luat Du lich nam 2005, Nha xuat ban chinh tri Quoc Gia, Ha Noi A So Du lich Hai Duong (2002), Bao cao tong ket hoat dong du lich Hai Duong nam 2002 — nhiem vu nam 2003 So Du lich Hai Duong (2003), Bao cao tong ket hoat dong du lich Hai Duong nam 2003, phuong hudng, nhiem vu phat trien du lich nam 2004 10 r So Du lich Hai Duong (2004), Bao cao tdng ket hoat dong du lich Hai Duong nam 2004, phuong hudng, nhiem vu phat trien du lich nam 2005 11 So Du lich Hai Duong (2005), Bao cao tong ket hoat dong du lich Ninh Binh nam 2005, phuong hudng, nhiem vu phat trien du lich nam 2006 12 So Du lich Hai Duong (2006), Bao cao tong ket hoat dong du lich Hai Duong nam 2006, phuong hudng, nhiem vu phat trien du lich nam 2007 13 So Du lich Hai Duong (2007), Bao cao tong ket hoat dong du lich Hai Duong nam 2006, phuong hudng, nhiem vu phat trien du lich nam 2008 14 So Van hoa, The thao va Du lich Hai Duong (2008), Bao cao tong ket hoat 94 dong du lich Hai Duong nam 2008, phuong hudng, nhiem vu phat trien du lich nam 2009 15 Sd Van hoa, The thao va Du lich Hai Duong (2009), Bao cao tong kit hoat dong du lich Hdi Duong nam 2009, phuong hudng, nhiem vu phat trien du lich nam 2010 16 So Van hoa, The thao va Du lich Hai Duong (2010), Bao cao tong ket hoat dong du lich Hdi Duong nam 2010, phuong hudng, nhiem vu phat trien du lich nam 2011 17 So Van hoa, The thao va Du lich Hai Duong (2011), Bao cao tong ket hoat dong du lich Hdi Duong nam 2010, phuong hudng, nhiem vu phat trien du lich nam 2012 18 So Van hoa, The thao va Du lich Hai Duong (2010), Danh gid ket qua thuc hien quy hoach 2004 19 Tinh uy Hai Duong (2010), Nghi quyet so 15-NQ/TU cua Ban chap hanh \ Dang bo tinh ve phat trien du lich Hdi Duong den nam 2015 va dinh hudng r den nam 2020, Hai Duong 20 Tran Due Thanh (2000), Nhap Mon khoa hoc du lich, Nha xuat ban Dai hoc Quoc gia, Ha Noi 21 Trinh Xuan Dung (2009), “Diem den du lich, ly luan va thuc tien”, Tap chi Du lich viet Nam, so 6/2009, tr.28 22 Vien nghien cuu phat trien du lich (2005), Nghien cuu de xuat gidi phap day A r manh hoat dong tuyen truyen quang ba du lich Viet Nam tai mot so thi trudng du lich quoc te diem De tai nghien cuu khoa hoc cap Bo, Hai Noi Tieng Anh 23 Eric Law (2002), Tourism Marketing, Quality and Service managegment perspective, Continuum, New York, USA 24 Ernie H & Geofrey W (1992), Marketing Tourism Destination, John Wiley & Sons Inc, USA 95 25 Jafar Jafari (2000), Encyclopedia of Tourism, Routledge, Taylor and Francis Group, London, UK 26 Lawton, L & Weaver, D (2005), Tourism Management, 3rd edn., John Wiley & Sons, Australia 27 Simon Hudson (2008), Tourism and Hospitality Marketing, a global perspective, Sage Publication Ltd, London, UK 28 Steven P (2008), Destination Marketing, Elsevier Inc (1st edn), San Diego, USA 96 PHU• LUC • Phu luc Tong hop dieu tra khach du lich den du lich Hai Duong Phu luc Tong hop dieu tra cac cdng ty du lich, lu hanh thuong xuyen dua khach den Hai Duong Phu luc Phieu dieu tra khach du lich Viet Nam Phu luc Phieu dieu tra khach du lich quoc te (Visitor survey) Phu luc Phieu dieu tra cac cong ty du lich, lu hanh ve hoat dong xuc tien du lich tinh Hai Duong 97 Phu luc Tong hop dieu tra khach du lich den du lich Hai Duong Khach Quoc te % 97,4 1,7 0,0 0,9 100,0 % 65,6 17,2 7,4 9,8 100,0 % 76,0 4,8 12.2 4,4 0,0 2,6 % 40,5 15,6 8,7 20,6 10,2 4,4 Di du lich Hai Duongtheo hinh thuc nao Do cong ty du lich to chuc Tu tO chuc (FIT) Khac % 82,6 13,0 4,3 100,0 % 63,9 27,0 9,0 100,0 Thoi gian tham quan du lich Hai Duong Trong % 74,3 % 70,1 ngay/1 dem ngay/2 dem tro len Trudc chuyen di khach quoc te tim hieu thong tin DLHD thong qua An pham quang cao DLHD (guidebooks, brochures, Cdrom ) 17,2 5,0 3,5 % 22,0 5,7 2,2 % 10,1 9,0 Trang web DLHD 4,3 25,4 Bao, Truyen hinh Hai Duong 2,6 0,8 17,4 9,0 Cau Lan den thw may den Hai Duong Lan dau tien Lan thu Lan thu Hun lan Cau Di du lich Hai Duongvoi muc dich gi? Tham quan Cong vu Vui choi giai tri Hoc tap, nghien cuu Tham than Khac Cau Cau Cau Khach Noi dia Nguoi than, ban be 98 - f 2,6 10,7 20,0 11,5 7,8 3,3 An pham quang cao cua Du lich Viet Nam (guidebooks, Cdrom ) 32,2 54,1 Khac (lonely planet, rough guide ) 40,8 10,7 % % 88,7 46,1 12,2 83,6 46,7 9,8 13,9 16,5 3,5 7,8 7,0 % 44,3 22,1 27,0 9,0 4,1 % 86,1 16,5 32,2 43,9 10,5 36,1 7,8 78,2 9,8 44,5 22,1 13,9 46,7 4,3 Hoi cho, trien lam, chuong trinh xuc tien du lich o Viet Nam Dai ly lu hanh, Cong ty, van phong du lich Cac website cua Du lich Viet Nam Cau Cau Nhung diem du lich tham quan chuyen di Con Son - Kiep Bac Den tho Tran Hung Dao Dao co Gom Chu Dau Van mieu Mao Dien Den Bia Chua Giam Diem du lich khac Nhung dieu gi de lai an tuong voi quy khach du lich Hai Duong Danh lam thang canh dep Nguoi dan hieu khach va than thien Cac mon an dac san dia phuong Diem di tich den, chua Phuc vu tot Gia ca hop ly Khong co an tuong cu the nao 99 *> Phu luc Tong hop dieu tra cac cong ty du lich, lu hanh thuong xuyen dua khach den Hai Duong Cau Hang nam quy cong ty co bao nhieu doan khach den Hai % Duong Dudi 10 doan Cau 10-15 doan 9,4 16-20 doan 15,6 Tren 20 doan 62,5 Thi truong khach noi dia Cong chuc, vien chuc, giao vien, nhan vien 62,5 Hoc sinh, sinh vien 18,8 Hoi nghi, hoi thao 46,9 Khac Cau Tay Au (Anh, Phap, Duc, Bi, Ha Lan ) 33,8 Dong Bac A (Nhat Ban, Han Quoc, Dai Loan, Trung Quoc) 50,0 Niu di lan, Uc 35,6 ASEAN 21,9 3,1 Biet den cac hoat dong xuc tien quang ba DLHD khong Co biet Khong biet b 6,2 Thj truong khach nudc ngoai Khac Cau 4.a 12,5 90,6 9,4 Cac hinh thuc, hoat dong xuc tien du lich Hai Duongma cac cong ty du ljch, lu hanh biet den An phdm quang cao DLHD (sach hudng dan, tap gap, Cdrom) 62,5 Trang web DLHD 50,0 Le hoi, hoi chg, trien lam du lich tai Hai Duong 21,9 Hoi chg trien lam, chuong trinh xuc tien du lich nudc 28,1 Dai truyen hinh Viet Nam, truyen hinh cap, ky thuat so 46,9 100 Bao du lich, tap chi du lich Khac Cau 71,9 0,0 Quy cong ty danh gia the nao ve hoat dong xuc tien du lich Hai Duongtrong thdi gian vwa qua? Rat tot Cau 4,0 T6t 13,6 Trung binh 57,4 Kem 25,0 Biet den bieu tuong (logo) va tieu de (slogan) cua DLHD khong Cau Co biet 15,6 Lan dau tien nhin thay 84,4 Hanh gia ve bieu twong va tieu de cua DLHD Rat phu hop 12,9 Phu hop 74,2 Khong phu hop 12,9 101 Phu• lu• c Phieu dieu tra khach du lich • Vie• t Nam (Xin quy khach vui long danh dau X vao o vuong cac phuong an chon thich hop) Day la lan thu may Quy khach di tham quan du lich Hai Duong? □ Lan dau tien n Lan thu n Lan thu n Hon lan Quy khach du lich Hai Duongvoi muc dich gi ? □ Tham quan n Hoc tap, nghien cuu □ Cong vu □ Tham than □ Vui choi giai tri □ Khac Quy khach den tham quan du lich Hai Duong theo hinh thuc nao? □ Do cong ty du lich to chuc n Tu to chuc (tu do) n Khac Trong chuyen di nay, Quy khach du dinh tham quan du lich Hai Duongtrong bao lau? n Trong n ngay/2 dem □ ngay/1 dem n Tren Trudc chuyen di, quy khach da tim hieu thong tin ve du lich Hai Duongd dau? n An pham quang cao du lich Hai Duong(sach hudng dan, tap gap, CDrom) n Trang web du lich Hai Duong n Bao, Dai truyen hinh Hai Duong □ Hoi cho, trien lam, chuong trinh xuc tien du lich nudc n Van phong du lich, dai ly lu hanh n Cac trang web Du lich Viet Nam n Sach, tap gap quang cao du lich cua Du lich Viet Nam n Nguoi than, ban be n Hinh thuc khac Trong chuyen di lan nay, quy khach da tham quan nhung diem du lich nao sau day? n Con Son-Kiep Bac n Den tho Tran Hung Dao 102 □ Dao cd □ Gom Chu Dau □ Van mieu Mao Dien □ Den Bia □ Chua Giam □ Diem du lich khac Diem du lich nao quy khach an tirong nhat? □ Con Son-Kiep Bac □ Den thd Tran Hung Dao □ Dao cd □ Gom Chu Dau □ Van mieu Mao Dien □ Den Bia □ Chua Giam □ Diem du lich khac Dieu gi lam quy khach an tuong nhat hi di du lich Hai Duong? □ Danh lam thang canh dep □ Diem di tich den, chua □ Ngudi dan hieu khach va than thien □ Phuc vu chu dao □ Cac mon an dac san dia phuong □ Gia ca hop ly □ Khong cd an tuong cu the nao De xuat, khuyen nghi cua quy khach 61 hoat dong xuc tien du lich Hai Durong 10 Thong tin ca nhan? - Nghe nghiep: Tuoi - Dia chi (tinh, pho) Xin tran cam an va kinh chuc quy khach mot chuyen du lich vui ve! 103 Phieu Phieu dieu tra khach du lich quoc te (Visitor survey) (Please take minutes to fill this questionaire, tick X on the appropriate selection) How many times have you visited Hai Duong, including this trip? □ First time □ Second time □ Third timeO More than What is the purpose of your visit to Hai Duong ? □ Sight-seeing □ Study and research □ Business □ □ Entertainment □ Other Visitfamily/relatives How you travel to Hai Duong? □ Arranged by tour company □ Arranged by your own (Independent) □ Other How long did you plan to travel in Hai Duong? □ within a day □ days/2 nights □ days/l night □ Over days Where did you get information about Hai Duong before your trip? □ Hai Duong tourist publications (guidebooks, brochures, Cdrom ) □ Haiduongtourism website) □ Hai Duong newspaper, television □ Friends and relatives □ Tourism fair, exhibitions, roadshows in Vietnam □ Travel agencies, tourist companies □ Other websites of Vietnamtourism □ Vietnam tourism guidebooks, CDrom □ Others: (lonely planet, rough guide ) Which tourist attractions did you plan to see in Hai Duong today? □ Con Son-Kiep Bac □ Tran Hung Dao temples □ Co island □ Chu Dau Pottery □ Mao Dien □ Bia temples 104 n Giam pagoda n Others: Which tourist attractions gave you the best impression after visiting Hai Duong? n Con Son-Kiep Bac n Tran Hung Dao temples n Co island □ Chu Dau Pottery n Mao Dien n Bia temples What gave you the best impression after visiting Hai Dwong? n Beautiful landscapes □ Pagodas, temples n Friendly and hospitable people □ Good service n Local cruisin & specialties □ Reasonable prices n No specific impression 10 Other recommendations for Hai Dwong tourism promotion: 11 Peesonal i nffrmation? - Occupation: Age - Nationality: Thank you very much and Enjoy your trip 105 X A r ' A Phu luc Phieu dieu tra cac cdng ty du lich, lu* hanh ve hoat dong xuc tien du lich Hai Duong Trung binh hang nam Quy cong ty co bao nhieu doan khach den Hai Duong: □ < 10 doan □ 10-15 doan □ 15 -20 doan □ > 20 doan Thi truong khach noi dia chu yeu cua quy cdng ty la: □ Khach cdng chuc, vien chuc, giao vien, nhan vien □ Khach hoc sinh, sinh vien □ Khach du lich hoi nghi, hoi thao (MICE) □ Khach khac: Thi trudng khach nudc ngoai chu yeu cua quy cdng ty la: □ Khach Tay Au (Anh, Phap, Due, Bi, Ha Lan ) □ Khach Dong Bdc A (Nhat Ban, Han Quoc, Dai Loan, Trung Quoc) □ Khach Niu Di Lan, Uc □ Khach ASEAN (Thai Lan, Singapore, Malaysia ) □ Khach khac Quy cdng ty cd biet den cac hoat dong xuc tien quang ba du lich Hai Duongkhong? □ Cd bidt □ Chua biet Neu “cd biet”, thi la cac hinh thuc va phuong tien xuc tien nao sau day? □ An phdm quang cao du lich Hai Duong(sach hudng dan, tap gap, CDrom) □ Trang web du lich Hai Duong □ Cac su kien le hoi, trien lam, hoi cho, hoi thao tai Hai Duong □ Hoi cho, trien lam, chuong trinh xuc tien du lich nudc \ ' ' n Dai truyen hinh Viet Nam, truyen hinh cap, ky thuat sd □ Bao du lich, Tap chi du lich □ Hinh thuc khac Quy cdng ty danh gia thd nao vd hoat dong xuc tien du lich Hai Duongtrong giai doan 2003-2009 106 n Rat t6t n T6t Quy cong ty co biSt BiSu tuong n Trung binh n Kem (logo) va Tieu de (slogan) du lich Hai Duongkhong? “Hai Duong than thuong quyen ru” n Co n Lan dau tien nhin thay Quy cdng ty danh gia nhu thS nao v6 “bieu tuong” va “tieu de” du lich tren cua tinh Hai Dwong: r H Rat phu hop H Phu hop H Khong phu hop De xuat, khuyen nghi cua quy cdng ty de tang cuong hoat dong xuc tien du lich Hai Duongtrong giai doan 2012-2015: Ten va dia chi cua quy Cdng ty: Xin tran cam on cac y kien dong gop quy bau cua quy cong ty!