Group assignment no 2new tourism product development in different destinantion in viet nam

NATIONAL ECONOMICS UNIVERSITY CENTER OF ADVANCED EDUCATION PROGRAMS GROUP ASSIGNMENT NO.2 New tourism product development in different destinantion in Viet Nam Class: Lecturer: Group member: Tran Thi Phuong Anh Do Ngoc Huyen Nguyen Vu Thao My Nguyen Thu Trang Chu Anh Tra Doan Thu Thao POHE Hospitality Management 61 PhD Hoang Thi Thu Huong Hoang Viet Anh Phung Viet Anh Hoang Thi Bao Chau Nguyen Thi Hong Ngoc Nguyen Thuy Trang Ha Thi Trang Linh Ha Noi, 04/09/2022 TABLE OF CONTENT I About destination _5 Location: 1.1 Phu Tho Province: _5 1.2 Hung Vuong Square: _7 Date and Time Purpose of the Event Objective And Target Of The Event Target Audience II III Tourism product Competitiveness 10 New Tourism product Development _13 Timeline 13 Personnel _14 2.1 Security _14 2.1.1 For VIP guests and sponsors _14 2.1.2 For the common audience _14 2.2 Environment: 15 2.3 Guests: _15 2.4 Staff: _15 Facilities _17 3.1 Map of the event area _17 3.2 Delegates and sponsors sitting area 18 3.3 Stage _19 3.4 Audio system 19 3.5 Light system _20 Event Promotion _20 4.1 Advertisement: _20 4.1.1 Website: _20 4.1.2 Television Commercials: 22 4.1.3 Social Media: _22 4.1.4 Printed Media Publications: _23 4.1.5 Celebrities & Influencers: _23 4.2 Public Relations: _24 4.2.1 Press release: _24 4.2.2 Offline & Online Publication Articles: _24 4.2.3 Event Ambassador: 25 4.2.4 Live Broadcasts: _26 4.3 Media Sponsorship _26 Finance 27 Risk management 27 REFERENCES: 30 TABLE OF FIGURES Image 1.1: Overview of Hung Vuong Square Image 1.2: Overview of Hung Vuong Square on an event evening 10 Image 2.1: All teams start the competition 11 Image 2.2: A opening performance of the event 12 Image 3.1: The route for the parade 13 Table 2.1: The total estimated amount of the staff 17 Image 3.1: The sketch up for the overall events’ area map Image 3.2: The sketch up for the VIP sitting area 18 18 Image 3.3: The sketch up for the main stage 19 Table 3.1: Total amount of the equipment for the audio system 19 Table 3.2: Total amount of the equipment for the light system 20 Table 6.1: Risk Management 29 I About destination 1 Location: The location we choose to hold the event is Hung Vuong Square, Viet Tri City Image 1.1: Overview of Hung Vuong Square 1.1 Phu Tho Province: As known, Phu Tho is the source of Vietnamese people where the first official state was founded over 4,000 years ago Viet Tri was the capital of Van Lang State and a long-time economic, political and social center Today, Phu Tho province, located in the center of the northern midland and mountainous region, is the intersection of the Northeast, the Red River Delta and the Northwest Situated on the three-river intersection and the western gateway to Hanoi - the current capital of Vietnam, Phu Tho Province is just 80 km from Hanoi, 50 km from Noi Bai International Airport, 200 km from Lao Cai and Thanh Thuy Border Gates, 170 km from Hai Phong Port, and 200 km from Cai Lan Port Thus, Phu Tho province can be seen as the connecting bridge of Western Northeast provinces with the nation and the world Resources: Phu Tho is rich in mineral resources, with many materials measured to be exploited on an industrial scale, such as rock for cement production, iron, kaolin, feldspar, clay and hot mineral water The agricultural and forestry land fund in the province is still quite large and does not belong to the essential land for food Document continues below Discover more from: Destination Management 17 documents Go to course Individual Assignment 2 Destination Management 100% (2) Destination Management Report 25 Destination Management None ĐỀ THPT QUỐC GIA 2017 mơn tốn Destination Management None Final Tờ-trình-lớp-POHE-62 63-Khách-sạn-HP-Quản-trị10 điểm-đến-1 Destination Management None Chiến lược phát triển điểm đến Sunshine Coast 11 Destination Management None Group-4 - watermelon is green, red and black 74 Destination Management None security, while projects in the province are not many Phu Tho also has 56,000 hectares of natural forest and 60,000 hectares of planted forests - major sources for the paper and tea industries Transport system: Phu Tho has a relatively convenient transport system, which comprises the Hai Phong - Hanoi - Lao Cai Railway, now being expanded into an international transport route, and waterway transport routes along the Red, Lo and Da rivers The province has National Road linking to Tuyen Quang and Ha Giang provinces and to Yunnan Province of China; National Road 70 connecting to Yen Bai and Lao Cai provinces of Vietnam and Yunnan Province of China; National Road 32 linking to Yen Bai and Son La provinces, and many roads that lead to other provinces in the country and the world The operation of Hanoi - Phu Tho Lao Cai Expressway in 2014 has opened up a new gate for integration as it links Phu Tho province with Hanoi - Haiphong - Kunming International Economic Corridor Culture: Phu Tho is the country’s center of society, culture and humanity, known as the Ancestral Land With a lot of beauty spots and cultural products such as Xuan Son National Park, Hung Temple Festival, Bach Hac Festival and Xoan singing, let alone 1,372 cultural and historical relics, the province has favorable conditions for tourism development Besides, the province has about 800,000 people of working age, of which over 33.5 percent have professional training, and are thus capable of meeting manpower demands of industrial and service projects Drawbacks: The ability to exploit tourism resources is difficult due to shortage of investment resources, socio-economic infrastructure is still lacking compared to the requirements of tourism development State management of tourism in Phu Tho province has limitations, not meeting the requirements of sustainable tourism development in terms of organization, quality of the apparatus, quality of planning and policy development, and coordinated relationship in management The educational level as well as responsibility of the community is uneven The sense of responsibility of some tourists for environmental protection in tourist destinations is not high Capacity and sense of responsibility of some tourism enterprises are limited and weak Links in tourism activities of Phu Tho province with other provinces are not close, one-sided and not specific Other causes, such as competitive tourism pressure, unusual developments of objective factors such as weather, epidemics, global economic crisis have affected tourism development in the province 1.2 Hung Vuong Square: Located in the central area of the city, Hung Vuong Square is the place chosen to organize national holidays of our nation such as Hung Kings' Commemoration Day, Hung Temple ceremony, It is not only a highly aesthetic tourist attraction but also a place that has contributed to the promotion of the economy of Viet Tri City and so on Advantages Located in Viet Tri, Phu Tho, the land of Hung Kings’ Temple which is involved in the oldest tales and legends of our country’s originality, Hung Vuong Square has the foundation of rich culture and history One of the largest squares in our country with an area of about 80.000m2 and the yard of the square occupies 40.000m2, very suitable for organizing big events and has a lot of space for the audience to participate Many hotels within km such as Saigon - Phu Tho Hotel, Muong Thanh Luxury Phu Tho Hotel, Truong An Hotel Hung Vuong Square has not held any events before on the day of Hung Kings' Temple Festival, this place will be a suitable place for our Event The surrounding area is very spacious so participants can easily move to the event venue Disadvantages There is no dedicated area for vehicle parking such as motorbikes and cars, so participants will have to park their vehicles in the surrounding area or the organizers would have to decide on a makeshift parking area An excessive number of participants could easily lead to traffic congestion There is no roof installed so if the weather is bad, the quality of events organized here will be affected Therefore, to ensure the quality of the event throughout the whole process, organizers would possibly have to install a mobile system of roofs The event will require authorities’ permission to be able to be held at Hung Vuong Square These authorities include local management units such as: Viet Tri city Committee, Phu Tho Province Committee, Department of Culture, Sports and Tourism of Phu Tho Province, Phu Tho Province Police Office… 2 Date and Time The event will be held on the same day as Hung Kings' Commemoration Day every year in the current 5-year plan The event may be extended in the later years depending on the circumstance The event next year will take place in a period starting at 18:00 pm and is expected to end at 22:30 on the same day (ghi date: same day as Hung Kings' Commemoration Day; time: 6:00 pm 10:30 pm nhó) The event will be circulated around the carnival shows, which is divided into different main sections with different backstories covering the main theme of each year With the year presented on the product plan, the event will be divided into main parts which are carnival and music show simultaneously taking place The carnival will be supported by attractive performances from local artists regionally and nationally 3 Purpose of the Event Hung Kings' Temple Festival, also known as Hung Kings' Commemoration Day, is a great festival to commemorate and express gratitude to the founding merits of the Hung Kings, the first kings of the nation Hung Kings Anniversary - Hung Temple Festival is also an opportunity to educate the tradition of "When drinking water, think of its source", deep gratitude to the Hung Kings who built the country and the forefathers who were resilient against foreign invaders and defended the country At the same time, it is also an important opportunity for us to promote to the world an extremely valuable and unique heritage, which has existed for thousands of years, deeply ingrained in the soul and emotions, becoming a traditional moral of compatriots across the country and our compatriots abroad Therefore, the event is held with the objective to show gratitude to the Hung Kings who have built the country and the predecessors who have defended the country as well as brought it to the people who come to Viet Tri on Hung Kings' Commemoration Day to have moments of entertainment and fun with their relatives and friends Image 3.1: The sketch up for the overall events’ area map 24 3.2 Delegates and sponsors sitting area (VIP1, VIP2) Image 3.2: The sketch up for the VIP sitting area 3.3 Stage 25 Image 3.3: The sketch up for the main stage 3.4 Audio system 26 No Equipment Quantity The Mixing Console Microphones 40 The Amplifiers 4 The Main Speakers 20 The Subwoofer 10 Stage Monitors 30 Table 3.1: Total amount of the equipment for the audio system 3.5 Light system No Equipment Quantity Scanner lights 40 Moving Head Lights 30 Strobe Light 30 Follow Lights 10 PAR64 lamp 20 Smoke generator Table 3.2: Total amount of the equipment for the light system Event Promotion 27 4.1 Advertisement: Advertising could be considered a vital element in event promotion and the first thing that should come into event organizers’ minds To effectively promote the attraction and increase its reach to potential audiences both nationally and internationally, event organizers should take advantage of multiple advertising methods including websites, television commercials, social media, printed media publications and celebrities/influencers 4.1.1 Website: While Phu Tho province has its own local website, the event itself is still in need of having its own website in order to independently promote and provide information exclusively to the audience Throughout the month of the event, the marketing team will keep this website active constantly in order to keep up with the process of organizing the event and to celebrate Hung Kings' Temple Festival in the local area Details about the event's timeline, special guests, sponsors, contents and contacts will be updated on this website The information will be updated accordingly to each year as this event will be held annually On the homepage of the website, a short introduction and general information about the event will be posted, alternate and adjusted annually in order to give the audience a brief overview on the event Subcategories of the event will also be shown as options above the homepage for visitors to choose from These include: “Our Story”, “Announcement”, “Article”, “Program”, “Sponsorship’ and “Contact Us” The “Our Story” subcategory is the substitution for the usual “About Us” category in other normal websites In this web page, we will include the history of Hung Kings' Temple Festival, backstory (history & culture highlights) of the event, event’s objective as well as short introduction of organizers The information about the theme presented in the event will be adjusted through each year as they are not fixed and will vary each year The “Announcement” web page on the website will include official updates of the event including opening announcement, updates on location, visitors instructions, event’s map and other special updates on event’s organizing The marketing team of our event will keep this web page active according to the event’s process, the notifications and official announcements will also be posted as 28 fast as possible in order for visitors to have an instant update on what’s happening at that moment The "Article" subcategory will serve the mission of collecting, compiling and reposting official news articles from newspaper, magazine and online news websites about the event for visitors and audience to read and discover Original posts address will also be presented in each article reposted in the web page The "Program" web page will present the e-form of the event's brochure for each year, which includes the event's theme, list and brief information of performers and special artists, event's program and backstory of each year's carnival theme Each year the e-brochure will be updated according to the event's changes so that visitors can be informed and know what to expect The "Sponsorship" segment of the website will be exclusively for sponsors to promote their businesses and show brief information about their products and service This can be considered the homage section and media benefit that the organizers provide to these sponsors The last subcategory shown on this website is “Contact Us” which provides all the contact information of organizers, head director and representative of the event This could act as a vehicle for visitors and audiences to get in touch with the event representatives to send out questions, requests or feedback 4.1.2 Television Commercials: Each year a team of media production will be hired to produce a commercial video on the event’s theme, general information as well as ambassador and special guest artists The promotion video will be released on multiple national television channels (VTV, HTV, THVL…) to advertise the event to the general public, focusing on golden hours in order to increase audience reach for the event The television advertisement will be broadcasted throughout the month of the event EventUs Production is the chosen media production unit for the first year This team will be in charge of filming and editing the entire 3-minute commercial video that will act as an introduction of the event to the general public The video will feature Xuan Bac as the ambassador of the first year event 29 4.1.3 Social Media: Advertisement on social media will be run focusedly on the month prior to the event However, the event will have its own social media channels that would be run by a team of administrations throughout the year in order to keep the interaction between event’s organizers and its audience and Phu Tho visitors The social media team will focus on two social networking sites which are Facebook, Youtube, Tiktok and Instagram as of their large number of users Through these main social media channels, the event’s organizers will be able to increase the awareness of the event not only in its first launching stages but will also be able to maintain the increase of audience reach in the long term The social media posts will go alongside official releases of organizers on event’s website and news articles Each post will contain short notification or main updates on the process of event holding with the link to the official full post on the event's website Other publications such as official commercial video, ebrochure and posters will also be posted and advertised throughout these social media in the month of the event Other footage of event’s happening (đẩy câu với other publications) (including behind the scene videos, behind the scene images, guest artists teasers…) will also be posted as the way for organizers to get closer and build a more friendly image towards the general public Visitors as well as target audience and the general public will have a closer look, visually, into the process of organizing the event and will be able to have a deeper understanding of the event’s objectives, visions and situations Audiences will also be able to ask questions and give feedback directly through polls and surveys made on these social media channels On the day of the press conference, live updates will be posted on these social media platforms in both forms of images and short videos for audiences to be informed of the official confirmation on the event’s details On the day of the main carnival event, the organizers will live broadcast the event on social media alongside with live broadcast on national television channels General public will have a variety of choices to tune in and enjoy the whole program with a clear overview A production team will be hired in order to capture and broadcast live footage of the event to national spectators and audiences 30 4.1.4 Printed Media Publications: Printed media publications of the event include official posters, leaflets, brochures and banners that will act as a vehicle to introduce main information about the event, as well as information about the event timeline, programs and artists featured on the day of the event The posters and banners will be along the piazza while brochures and leaflets will be given out to people in the local area throughout the month of the event and also on the day of the event A freelance individual designer will be hired to take the responsibility of designing all of the commercial publications under the supervision of event’s organizers and all the designs will be printed out in mass quantity by a thirdparty printing service in order to come out with the best image quality 4.1.5 Celebrities & Influencers: While the ambassador (who is also a celebrity) will mainly be the representative for the event, the organizing team still needs the involvement of as many celebrities and influencers as possible in the promotion process of the event in order to make the event reach a diverse group of audience both nationally and internationally Therefore, having celebrities and influencers posting about the event in multiple forms of communications through multiple social media platforms (videos, Instagram stories, posts…) is a great way for organizers to easily introduce the event to the general public of many groups of ages 4.2 Public Relations: Public Relations is one of the best ways to promote an event to the public Organizers should cooperate with media agents for promoting activities, such as press releases, offline/online publication articles, event’s ambassador and live broadcasts 4.2.1 Press release: An official statement - press release about the event will be posted on websites, social networking sites a month before the event The PR team will post it on official government and local authorities websites, including the official website of Phu Tho province, the official website of Phu Tho Department of Culture, Sport & Tourism, official website of the Ministry of Culture, Sport & 31 Tourism and the official website of the Government; alongside with the main post in the event’s official website The press release will also be on social networking sites as well as online and offline publications The press release will include all the basic information that journals and the public need to know about the event There will be information about the time, date, the location of the event and the article will also have a brief introduction about its purpose and highlights At the end, we will add organizers’ information and attach the link that leads readers directly to the website of the event for details A week before the event, the organizers will organize a press conference with the presence of journalists from the newspapers and online newspaper sites The conference will mainly focus on the main purpose of the event, answering questions from the media as well as re-confirm some important information about the event We will also have the shooting team to take photos and a highlight video about the conference and post them on the events’ website 4.2.2 Offline & Online Publication Articles: Multiple advertisements will be posted in both print and online publications, enabling for the promotion of the event and increasing its reach to target audiences The articles, one by one, will go deeper into (update) the process of organizing the event, including updates on behind the scene processes as well as interviews with the event’s ambassador, organizers, and guest artists This acts as a vehicle for organizers to create buzz around the appearance of the event, as well as to maintain the participation of the target audience towards the carnival event The PR team of the event will make sure to keep constant updates and notifications throughout the span of one month prior to the event After the day of the event, articles will be released for the last time of the period to give appreciation to the participants as well as to summarize the activities held on the day of the event On the day of the event’s press conference, the PR team has to make sure all of the partner offline and online publications will include this on their newest issues and make it the headline news All of the official footage of the press conference will have to be released on that same day so as to keep up with the process of the event This will make sure the audience and visitors will have the 32 most accurate update on the situation of the event and focus the attention of the general public into the happenings of the event The advertisements will be seen throughout in news reporting organizations as follow: - Newspaper: Thanh niên, Lao động, Phú Thọ, An Ninh, Tuổi Trẻ, Tiền Phong, Sức Khoẻ & Đời Sống, Nhân Dân, Quân đội Nhân dân Magazine: Cơng nghệ Thơng tin Truyền thơng, Văn hố Dân gian, Nhịp cầu tri thức, Thông tin đối ngoại, Dân tộc Thời đại Online publication: VietnamNet, Dân Trí, Vnexpress, VGP News, Zing News, VTV News, 24h, Kênh 14, Báo Mới, Yan News, Phụ nữ online, báo Phú Thọ, Sức khoẻ đời sống, Afamily, Soha, Vietnam Heritage A media team will be hired in order to exclusively produce official images and footage of the event that will go along with the official notifications on the event organizing process made by the event’s PR team 4.2.3 Event Ambassador: The organizers have the plan to invite (Ambassador:) Xuan Bac, a meritorious artist born in Phu Tho, to promote the event and bring the events’ image closer to the public Xuan Bac is an artist with high coverage, a familiar face to the public He is also known as a person with a wide understanding The ambassador will accompany the event to help with the promotion on social media, to spread the events’ message and attract more intention to the event After posting the press release, the marketing team will coordinate with the ambassador to update promoting posts on social media during the month of the event To achieve the best communication effect, the ambassador will show up at both the press conference and the main event as a spokesperson of the event 4.2.4 Live Broadcasts: To increase the number of audiences engaging with this event, the organizing team has decided to live broadcast the main event through multiple social media platforms as well as on major national television channels 33 The main unit to take responsibility of live broadcasting the event on television is VTV The main event will be broadcast live on national television channels, including VTV1, VTV2 and VTV3 The live broadcast starts from 6pm to 10:30pm, allowing people from other places to also enjoy the event Along with the main event live broadcast on major television channels, organizers also hold the live broadcast on multiple social channels, including Facebook, Tiktok, Youtube and also the events' website 4.3 Media Sponsorship Securing a media sponsorship for the event will help to boost the awareness, evaluate the events’ brand image by the valuable social proof of sponsors and save the advertising costs for the event Media sponsors will help promote the event through social media and other effective advertising channels The marketing team will prepare a proposal and send it to the potential sponsors All articles about the process of the event will be sent to sponsors during a month before the main event During the preparation period of the event, the team will continuously update the situation, the marketing plan to sponsors via email After the event, a summary about the data and highlights of the event will be sent to the sponsors Expected media sponsors for this event are listed below: - Online Publications: VOV, Công an Nhân dân, Qn đội Nhân dân, Văn hóa, VNExpress, Dân Trí (Dantri), VietnamNet, Tiền Phong & Thanh Niên Television Channels: Vietnam Television VTV (all main and subchannels), Phu Tho Television PTV These media sponsors will be expected to fully update and release articles covering all situations regarding the happenings on the day of the event Especially the two television sponsors will be expected to live broadcast the full event across their main and sub-channels These units will be provided with independent authorization to manage their broadcast process as well as their own space to set up needed broadcast equipment alongside our social media live streaming team 34 Finance For the financial segment of the event, the organizers sum up the total expense incurred during the preparation of the event including the expense for media, equipment, facilities and other expenses The total expected costs for the event is 3.728.500.000 VND The finance team will call for financial support from businesses in Phu Tho as well as media support with online publications and television stations Based on their support value, we will rank sponsors in three categories: Diamond, Gold and Medal The link below is detailed tables for the expected cost for the event and lists of potential sponsors: Finance Risk management Every event has the possibility of unexpected problems, so this one The risk management department will predict and identify solutions, point out which department will take the responsibility for which potential risk that can happen before, during and after the event These risks may come from a variety of sources such as facilities, legal liabilities, technology issues, etc The table below consists of possible risks, solution for each situation and the in-charge department: No Risks Event and Details - Electrical installation & running safety Production - Lightning, sound fails Equipment - Tripping hazard - Temporary structures be affected by a change in weather Crowd - Too many people Solutions In-charge staff Note - Preventive electric cabinet - A technician team - A medical team - Have professionals Facilities building and running the stages/podium team - Test runs before show - Bodyguards/police Facilities managemen coming in and out so the stationed around team 35 the podium t / safety need to make sure nothing went missing - Plan for people to escape in case of emergency - People safety - Strangers coming in - Person check in secured places without consent - People get lost - Security risk (crowd - Have appropriate training for on-site staff and marketing harm) team - Clear signage for spectators - Medical team and assistance - People can get hurt in medical supplies on the process of setting up site Facilities (ie lifting heavy - Have nearest team equipment, dealing with hospitals noted the crowd, bleeding, ) down Potential - Failed electricity Medical fire hazard - Accidental fire - Fire extinguishers - Have the local fire Facilities department stationed team - Check in with the staff/personnel for Catering their preferences - Food poisoning/allergy - Have medical team stationed - Check up with catering providers Personnel - Not enough staffs/personnel - Have medical staff - Work with local - Dispute/aggressive behavior universities to have their students help - Injuries with the event Time - Technician fails that managemen lengthens time period - Have technician team already at all t time between stages Facilities team Facilities team Script team 36 - Set a break inbetween performance (preferably 510mins) - Plan schedule ahead to stay control of the event Carnival - Security breach - Aggressive crowd - Have policemen station along the parade Facilities team - Locals complaining Legal about the noise - Set up a legal team - Legal dispute between suppliers and others - Work with 10 Reputation - Scandals marketing team to guarantee no dispute would be Legal team Marketin g team talked on social media - Confidential contract Table 6.1: Risk Management 37 REFERENCES: BBT (2018) Lịch sử, ý nghĩa ngày Giỗ Tổ Hùng Vương source: X.H (2022) Hơn triệu du khách Đền Hùng dịp Giỗ Tổ Source: Huỳnh Như (2020) Quảng trường Hùng Vương - Phú Thọ có gì? Khám phá source: Ban Biên tập (2022) CÁC HOẠT ĐỘNG GIỖ TỔ HÙNG VƯƠNG NĂM NHÂN DẦN - 2022 Source: Thu Phương, Minh Quang, Minh Chính (2022) Giải bơi chải Việt Trì mở rộng năm 2022 Source: Lệ Thủy, Khánh Trang (2022) Chương trình nghệ thuật gắn với kỉ niệm 10 năm UNESCO ghi danh “Tín ngưỡng thờ cúng Hùng Vương Phú Thọ” Di sản văn hóa phi vật thể đại diện nhân loại Source: 38