phan tich tình hình đà lạt

high competitiveness of the destination .You will find out more through the analysis and evaluation sections below.Section 3: ORGANIZATIONS ANALYSThe situation of Da Lat before the outbr

Duy Tan University Hospitality & Tourism Insitute

Subject : Leisure & Tourism behavior

Class : PSU MKT 424 DIS

Instructor : Nguyen Dang Thuan An

Group : 5

Group Member:

1.Đinh Công Hoàng - 4551 6 Vũ Đình Quý - 3684

2 Nguyễn Phước Nam - 7159 7 Nguyễn Xuân Tiến - 2993

3 Trần Văn Đức Huy – 2095

4 Nguyễn Thị Kim Thảo - 6273

5 Nguyễn Thị Sông Hương-8914

Da Nang, May 29 , 2022

TABLE OF CONTENTS

Section 1: EXECUTIVE SUMMARY 3

Section 2: INTRODUCTION 3

Section 3: ORGANIZATIONS ANALYS 4

The situation of Da Lat before the outbreak of covid-19 4

The situation of Da Lat after the outbreak of covid-19 5

Section 4: METHODOLOGY 6

Section 5: RESULTS AND DISCUSSION 7

1 Evaluation on the basis of comparison with competitors 7

2 Evaluation on the supply side: 8

3 Assessment from the demand side: 8

3.1 Level of satisfaction, dissatisfaction, complaints of tourists 8

3.2 Quality of human resources in tourism 10

3.3 Quality of amenities 10

Section 6: RECOMMENDATIONS 11

Section 7: CONCLUSION 12

REFERENCE LIST : 12

Section 1: EXECUTIVE SUMMARY

2020 is expected to be a forgettable year for the global tourism industry Due to the impact

of the covid-19 pandemic, the smokeless industry has been severely affected for 2 years Stepping through that period of immobility, the tourism industry has returned strongly The travel agencies of the provinces have started operating again since the beginning of April this year Lam Dong province is one of the provinces that have foreseen possible difficulties, besides implementing epidemic prevention and control, the tourism industry has developed a plan to gradually implement solutions to recover after the epidemic when the epidemic is over This report has synthesized and analyzed the situation of Da Lat before and after the covid-19 epidemic, assessed its competitiveness, and explored the Da Lat tourist destination market segment through data tables and questionnaires The tourist survey was compiled and combined with the discussed comparative analysis methods On the basis of analyzing the competitiveness of the market segment of the tourist destination

Da Lat, the report has presented the limitations of the destination and proposed some solutions to improve the competitiveness as well as the competitiveness of the tourist destination as well as how to develop the most suitable tourist market

Section 2: INTRODUCTION

Da Lat is a city directly under Lam Dong province Dubbed as the city of thousands of flowers and honeymoons, there are many French-designed villas with romantic features along with beautiful waterfalls, splendid lakes and a fresh atmosphere Currently, Da Lat has been developing at a fairly fast rate to become the main economic sector contributing

to the socio-economic development of the locality Diverse human and natural resources help the city attract millions of tourists to visit and relax It can be said that Da Lat is a miniature Paris in the mountains and highlands

Some places to visit in Da Lat: Xuan Huong Lake, Than Tho lake, Valley of Love, , Lam Dong museum, Lang Biang Mountain, etc It not only carries great cultural and artistic value but also bears a strong impression on the history of the Vietnamese nation Currently, Da Lat - Lam Dong tourism has grown quite quickly, becoming an important economic sector that actively contributes to the socio-economic development of the locality, creating many jobs, contributing to improving infrastructure delivery infrastructure In addition to the development of Da Lat tourism, there are also many other tourist destinations that have been invested and developed quite strongly and gradually created a brand in the international domestic tourism market and it also became a competitor directly with Da Lat, thereby creating difficulties and challenges for local tourism here

Therefore, this Da Lat market report is made with the aim of finding out Da Lat's competitiveness, the tourist market, its weaknesses, and challenges, from which to offer solutions that contribute to improving the quality of the market high competitiveness of the destination

You will find out more through the analysis and evaluation sections below

Section 3: ORGANIZATIONS ANALYS

The situation of Da Lat before the outbreak of covid-19

- Da Lat is leading in the number of tourists, and the number of domestic and international tourists in Da Lat is equal to Nha Trang Da Nang and twice higher than Phu Quoc and Sapa

- Da Lat's unique and impressive tourism products before the covid-19 epidemic such as tourism associated with flower villages and Dalat flower products, cultural tourism, adventure sports, agricultural tourism, and models Coffee homestay with unique and new campus architecture has really made a strong impression attracting many domestic and international tourists

Table 1 Total number of visitors to Da Lat in the period 2016-2019

- In the period from 2016 to 2019, the number of domestic and foreign tourists to Da Lat Average annual growth is 8,9% , an average growth of 11,9% and international visitors accounted for 10,1% of the total number of guests

- In 2019 alone, Lam Dong welcomed more than 7 million visitors Da Lat alone welcomes 6 million visitors and is always overloaded on Tet holidays Also in the period from 2016 to 2019, the total revenue from tourists of Da Lat reached 52,165 billion VND, accounting for 2,1% revenue from tourism activities of the whole country, the number of rooms meeting the standards of 3 - 5 stars accounted for 15,6% total rooms, the average length of stay was 3 days

The situation of Da Lat after the outbreak of covid-19

- The number of visitors has increased dramatically

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-Khách quốc tế

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-Khách nội địa

(đvt: ngàn lượt khách)

- After a long period of closing the tourism industry because of the COVID-19 epidemic, the tourism industry of Da Lat - Lam Dong is having a strong comeback in Vietnam's tourism market

- As soon as entering the new year 2022, Da Lat tourism industry has received good news

Da Lat city received the award "ASEAN clean tourism city 2022." This is a positive title to help the city's tourism industry have more attraction to welcome international tourists, especially ASEAN countries with great potential

- Before and after the 2022 Lunar New Year, the city welcomed more than 350,000 visitors during the holidays According to statistics in the first quarter of 2022, the number of visitors to Da Lat Lam Dong is nearly 25 million, an increase of 34% compared to the same period in 2021, reaching 43,35 of the year plan In which, more than 14,000 international visitors, an increase of 8% visitors, over 135 million arrivals, an increase of 42% compared to the same period in 2021

- Tourism products of Da Lat city after the covid-19 epidemic focused on the Caring tourism model Health This is a product according to the survey assessment of tourists who are very interested after the epidemic

Market Segment Assessment

- Psychographic: international tourists require new products and services with outstanding local products, but Da Lat has few shopping centers, few typical products of the region, so

it does not attract many international visitors Mostly domestic tourists Da Lat city is a place that many domestic and foreign tourists mention every holiday and Tet

- Socio-economic characteristics: Most of the incomes of many tourists coming to Da Lat are at an average level, which is quite low compared to the expectations set With an income of 5 to less than 10 million dong/month, accounting for 47,8% Especially, international visitors to Da Lat come in the form of backpackers, their income and ability

to pay is lower than that of tourists traveling in the form of package tours Therefore, their payment level is not high, in many cases even lower than domestic customers

Demographics of tourists

Du khách đếến Đà L t ạ

D ướ i 18 tu i ổ 18-25 tu i ổ 26-60 tu i ổ Trên 60 tu i ổ

The survey results of visitors to Da Lat show that

- Visitors to Da Lat are mostly between the ages of 26 and 60 occupy 45,48%, working and financially self-sufficient but do not have time Therefore, often traveling to Da Lat on Tet holidays leads to overcrowding for hotels as well as accommodation in Da Lat

- In addition, tourists over 60 years old account for 20,73% This object is past the working age, so they are often proactive in terms of their financial time, they are also relatively abundant and are always ready to pay for resort services, health care and cure

- Visitors under the age of 18 The lowest is because most of these visitors come to Da Lat during the summer holidays

Therefore, domestic tourists coming to Da Lat have average and good income.

Section 4: METHODOLOGY

Secondary research

- Available data collection: Report on the performance of Lam Dong, Lao Cai tourism from

2016 to 2019 surveys questionnaires and polls the satisfaction of tourists about the staff about the tourist facilities and the quality of the staff)

- Comparative analysis method: compares the competitiveness between competitors with similarities with Da Lat that is Lao Cai on the basis of comparison according to the

20.74%

45.48%

25.75%

8.03%

quantitative criteria of Metin Kozak including the number of tourists coming to the business tourism revenue five tourist expenditure levels and tourist length of stay

Section 5: RESULTS AND DISCUSSION

Competitive assessment:

1 Evaluation on the basis of comparison with competitors

The aggregated results from the tourism data of Da Lat and Lao Cai are as follows

Table 1 Total number of visitors, revenue, expenditure level and average number of days of stay of visitors to Da Lat Lao Cai in the period 2016 - 2019

- About the total number of visitors The total number of visitors to Da Lat is higher than that of Lao Cai, but the number of international visitors to Da Lat is lower than that of Lao Cai, most of Da Lat is mainly domestic

- Tourism revenue, tourism revenue of Da Lat increased, but to a slight extent, tourism revenue of Lao Cai also increased, but increased more strongly than Da Lat

- The spending level of tourists in Lao Cai destination is higher than in Da Lat Why is there such a difference?

Because the fare paid for services and attractions of Lao Cai is higher than that of Da Lat, the service price in Da Lat is average, but because there are no typical shopping products of the region, the form of entertainment is also high less, so the spending of guests for Da Lat is less

- The average length of stay in both Da Lat and Lao Cai decreased and in the following years remained at a stable level

2 Evaluation on the supply side:

- Evaluate according to available tourism resources in Da Lat:

+ Natural tourism resources although Da Lat has a pleasant cool climate with fog, this attracts a lot of visitors to explore But this factor also brings disadvantages because Da Lat's climate is divided into 2 distinct seasons: rainy season and dry season The rainy season lasts from April to November every year, but most of Da Lat's sightseeing activities are conducted outdoors Therefore, in the rainy season is the low season because it is difficult to organize outdoor tours (climbing tours, river tours) In the dry season, the water level in rivers, waterfalls and lakes is dry, so it affects the river tour

+ Humanistic tourism resources Intangible culture (folk songs, festivals, traditional occupations ) is increasingly being lost and disappeared due to lack of preservation and promotion

+ Information technology many hotels still manage manual bookkeeping Not much access to information technology application in business management

+ Human resources: English communication ability of banking service staff is not good, so

it is difficult to consult as well as change money for tourists

3 Assessment from the demand side:

3.1 Level of satisfaction, dissatisfaction, complaints of tourists

From the collected survey results:

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Rấất hài lòng Hài lòng

T m hài lòng ạ Không hài lòng

- Very satisfied accounted for 12.71%, satisfied accounted for 59.2%, temporarily satisfied accounted for 21.74% and unsatisfied accounted for 6.35%

The following is a more specific survey of tourist's satisfaction with services in Da Lat :

Table 2 Satisfaction level of tourists with services in Da Lat

- From Table 2, we see that the NPS index for all services is negative except for sightseeing services, which proves that most of the services in Da Lat have not left a strong impression on visitors

Why is NPS for services mostly negative ?

We can see that Da Lat has not satisfied and has not created strong impressions in the hearts of tourists when coming here

- All services in Da Lat are still poor, not able to satisfy all visitors here, the satisfaction level of tourists about the services is negative, only temporary sightseeing service popular with tourists should be a positive number

- With food service: -16.39

+ About Dalat street food has not really satisfied tourists due to inadequate facilities and cramped and uncomfortable serving space; The issue of food hygiene and safety has not been enhanced, the staff and salespeople are not enthusiastic and have not met all the needs

of visitors as well as the service speed is still slow, many places are still in poor condition increase product prices for tourists

- About shopping service -32.89

+ Shopping service in Da Lat is disappointing to visitors because the quality of this service here is still too poor Shopping service has the second lowest NPS score after only entertainment services High-end shopping areas and concentrated shopping areas in Da Lat are rare and typical local souvenirs are not yet diverse, not satisfying the shopping needs of tourists when coming here, most of the stores

- Entertainment services have the lowest NPS (-35.23) of all services Because Da Lat is mainly a tourist resort, not focusing on entertainment, there are very few amusement parks for tourists Only a few places are accessible for entertainment such as cinemas cinestar, bars, discos, coffee shops

- Accommodation services because the information technology system has not been applied much, still uses manual management methods, so guests are not very satisfied

In short, Da Lat has not really made an impression on tourists

3.2 Quality of human resources in tourism

Table 3 Satisfaction level of tourists about tourism service staff

- From the table, it can be seen that the group of food service staff with the highest level of customer satisfaction, followed by the group of room service staff and tour guides This proves that the staffs at the hotels, restaurants and travel agencies can meet the needs of tourists well

- Besides, the group of shopping service staff and entertainment area service staff achieved the lowest level of satisfaction from tourists

3.3 Quality of amenities

The level of guest satisfaction about the quality of tourist amenities is shown in Table 4

Table 4 Visitors' satisfaction about the quality of tourist amenities

- NPS index of the highest visit (29.19)