Đi Cùng Dân Xứ Nẫu Proposal.pdf

Lecturer: Nguyen Thi Thanh BinhSubject: MKT304

Class: MK17C02

Prepared by: COLLAGEN TEAM “ĐI CÙNG DÂN XỨ N

PROPOSALĐI Đ

 U CÙN G DN X

Ứ N

Table of Content

Executive summaryBackground

Reference

Executive summary1.

In recent years, Quy Nhon is gradually becoming a potential destination domestically andinternationally The tourists who come to Quy Nhon not only come to visit and have fun, but

they also come for the culture, history as well as people here Seeing the potential andopportunity to develop the tourism industry in Quy Nhon in particular and the country ingeneral, this project was born to promote the image of Quy Nhon culture, cuisine, andtourism video marketing At the same time, this project wants to attract and "entice"domestic and foreign tourists to know more about Quy Nhon and understand the culture,cuisine, tourist attractions, and people in Quy Nhon.

In addition, this project also cooperates with Song Suoi Homestay to jointly create the bestquality marketing videos and articles about the Quy Nhon tourism industry and promotethe image of Song Suoi Homestay about quality services and unique for tourists not onlydomestic but also foreign tourists.

First, let's see the strengths and differences compared to other homestays Interms of forces, Song Suoi Homestay is located in the heart of Quy Nhon,convenient for tourists to move in the city and especially near the sea - a greatadvantage for homestay services In addition, Song Suoi Homestay also has high-class apartments serving and providing convenient services for each differentcustomer segment.

Regarding the difference, Song Suoi Homestay has a service that many otherhomestays do not have, that is, there is a cooking class for foreign tourists, andvisitors can also dine with the host like a normal family In addition, Song SuoiHomestay also has tour organization services, introducing culture, cuisine, andhistorical sites, as well as tourist attractions for customers.

Customer reviews and feedback is the best answer for the excellent services at"Song Suoi Homestay" In general, the customer reviews for the homestay areexcellent and good.

Reviews from customers: 2-star rating: A good star level for accommodation isHomestay

2.1 Why do we choose to cooperate with Song Suoi Homestay?

> 188 reviews: The review score is Excellent with a score of 8.8

> Near the sea, the owner is enthusiastic and cute, and reasonable price and service > Best choice in the price range for the location near the sea, clean, andcomfortable, and the owners are extremely likable.

> The owner is cute and extremely friendly She takes care of and pays attention toevery corner of the room, I like the bonsai in the toilet, although it's just a simple betelnut, it looks pretty and clean, and also partly reflects the care of the owner [1]

2 Background

2.2 About Us What role do we play in this project?

About collagen, this is a group of 2nd-year students who want to learn, learn anddiscover about the marketing industry in general and the use of marketing and socialmedia to promote the tourism industry and develop the brand name Song SuoiHomestay in particular In this project, Collagen acts as a bridge to help customersknow and understand the operation form of Song Suoi Homestay Helping the imageand brand of Song Suoi homestay as well as the image of tourism in Quy Nhon citycloser to customers With what I have learned from school and put into practice, Ihave a better understanding of how to apply marketing to attract

Different age groups choose different travel months based on their occupation.Teenagers and the 18-24 age group start summer vacation in June and often travel inJuly after arranging work The 25-35 age group, with stable jobs and income, mostlychoose August for travel due to work schedules, promotional packages, and discounts.Most summer tourists prefer going to the beach, with 80% choosing destinations suchas Phu Quoc, Ha Long, Nha Trang, Quy Nhon, and Phu Yen for 3-4 days The remaining20% opt for journeys to Sa Pa, Moc Chau, and Ha Giang because of fewer festivalactivities in the Eastern and Northwestern provinces.[2]

3.1 Consumer Behavior Analysis

3 Problem statement

3.2 Quy NhonTourism Analysis

3.2.1 Advantages and Disadvantages of Quy Nhon tourism

Quy Nhon is a must-visit tourist destination in Vietnam with beautiful beaches, culturaland historical heritage, delicious food, stunning nature, and opportunities to learnabout local culture However, the marketing strategy has some weaknesses, such asusing long articles on multiple pages, less investment in video marketing, and notoptimizing images, which can lead to difficulty communicating effectively withpotential customers.

3.2.1 Types of Accommodation Service in Quy Nhon

Quy Nhon has many hotels and resorts ranging from budget hotels to luxuryresorts Catering for family vacation trips.

visitors can also choose to stay at homestays and motels Homestays andguesthouses are popular choices for those looking to experience local life andinteract with locals.

Quy Nhon has a number of villas and apartments for rent, providing ample space,self-catering facilities, and private facilities For travelers who want a private andconvenient space for families or groups of friends, renting a villa or apartment is agood choice.

Quy Nhon is a famous tourist destination in Central Vietnam, so there are manyaccommodation options for visitors.

Song Suoi Homestay is a place worth experiencing when coming to Quy Nhon fortourists With a convenient location on Hai Thuong Lan Ong Street, Song SuoiHomestay is a good starting point to explore famous attractions and scenic spotsin Quy Nhon Guests have easy access to the beach, night market, old town area,and other tourist attractions in the area.

In addition, the customer segment of Song Suoi Homestay focuses on tourists whowant to experience the local culture, looking for a closer and more comfortableaccommodation space, more specifically tourists from Gia Lai, Hanoi, and otherNorth and Central provinces Besides, Song Suoi Homestay belongs to the cheap tothe mid-range segment, suitable for families, and groups of young people, Song Suoi Homestay Quy Nhon also positions itself as a cultural bridge, allowingvisitors to experience and participate in local cultural activities From cooking tovisiting tours and enjoying music to other special services that are not availableelsewhere, homestay creates a cultural highlight and offers a unique experiencefor visitors And that is also the difference between Song Suoi Homestay comparedto its competitors

3.3 Song Suoi Homestay Research

3.3.1 Basic Information about Song Suoi Homestay

3.3.2 Advantages and Disadvantages of Song Suoi Homestay

Homestays located near the sea and the center provide customers with easyaccess to many attractions, entertainment venues, restaurants, bars, and otherfacilities, creating convenience and saving time when traveling and exploring thearea

Guests can also enjoy the beautiful scenery of the blue sea, white sand, and clearblue sky, where they can engage in outdoor activities such as swimming,sunbathing, and walking on the beach

To attract and retain customers, homestay owners need to provide good servicessuch as clean rooms, basic amenities, good breakfast, wifi, parking, and tour guides(if any) to meet customer needs and provide the best experience for them The hospitality and friendliness of the homestay owner also play an important rolein creating comfort and trust for customers Finally, it is recommended forhomestay owners to use social media channels like Facebook and TikTok topromote their business by creating engaging content with images, videos, andcompelling messages that can reach a wider audience.

A weakness in the promotion of "Song Suoi homestay" is that the marketingstrategy, especially using video marketing, often has limited images Most videosonly use raw files and have not been optimally edited This reduces the quality andAdvantages

Disadvantages

attractiveness of the video, making it difficult to convey the experience and attractcustomers.

To improve this weakness, it is necessary to invest more in video production andediting By creating high-quality, professionally edited videos with compellinglighting and color, an engaging and inspiring customer experience can be created.In addition, attention should be paid to the selection of shooting angles, sounds,and scripts to create an interesting story about the homestay and attract theattention of customers.

At the same time, taking and using high-quality images of the homestay is alsoimportant Images need to be edited in a subtle way to increase aesthetics andmake a good impression on customers Image editing includes color correction,contrast, and removal of minor imperfections.

Price can affect a product's accessibility and attractiveness to customers Asuitable pricing strategy can create competition and attract customers, whileensuring a profitable level for the business.

Price of Song Suoi Homestay system:

800-900k: For Studio apartment: 850kFor sea view apartment: 900kFor 2 bedroom apartment: 1550kPrice:

> Contact directly or through collaborators:

For 3 homestay establishments: 300k-400k VND for single room, 400k-500k for doubleroom

3.3.3 Song Suoi Homestay - 4p Analysis

If you're looking for a homestay in the most convenient and prime areas of QuyNhon City, look no further than Song Suoi Homestay Our locations on streets suchas Nguyen Hue, Nguyen Trung Tin, and Hai Thuong Lan Ong offer unparalleledconvenience and access to the city's best attractions.

Proximity to the Sea and City Center:

Food Streets and Night Markets:

Product: Song Suoi Homestay - Discover the Golden Locations of Quy Nhon City

Situated close to the sea, our homestay allows guests to enjoy the coastal beauty ofQuy Nhon City You can easily take leisurely strolls along the beach, soak up the sun, orindulge in water activities Additionally, being located near the city center meansyou're just a short distance away from popular landmarks, shops, and restaurants.

Food enthusiasts will delight in staying at Song Suoi Homestay Our locations are in thevicinity of bustling food streets, offering a diverse range of local delicacies andculinary experiences From fresh seafood to traditional Vietnamese dishes, you'll havean array of options to satisfy your taste buds And when evening falls, immerse

Convenient Access to Essential Services:

With Song Suoi Homestay's prime locations in Quy Nhon City, you'll have theperfect starting point to explore the city's attractions, immerse yourself in the localculture, and enjoy the convenience of being in the heart of it all Come andexperience the golden locations of Quy Nhon City with us at Song Suoi Homestay.yourself in the vibrant atmosphere of nearby night markets, where you can samplestreet food and browse through local handicrafts.

At Song Suoi Homestay, you'll find yourself surrounded by essential services andamenities Our locations are in close proximity to hospitals, ensuring peace of mind forany medical needs Moreover, Nguyen Tat Thanh Square, a popular gathering placefor events and celebrations, is just a stone's throw away, allowing you to participate inthe city's cultural happenings.

Direct contact: Via Homestay's Website, and Facebook page Help Homestaycapture customer information quickly.

Online booking: We leverage online booking platforms like Booking.com, Expedia,and Airbnb to streamline reservations for Sông Su i Homestay This expands ourốglobal reach and provides guests with a convenient and secure way to book theirstay They can easily check availability, compare rates, and make reservations attheir convenience, ensuring a seamless booking experience.

Local partnership: We value local partnerships to enhance guest experiences atSông Su i Homestay Collaborating with local businesses, including tour operators,ốtransportation services, and restaurants, allows us to offer curated experiencesand recommendations This includes organizing sightseeing tours, arrangingtransportation, and suggesting authentic local dining options By working closelywith our local partners, we ensure that our guests have access to the best of whatQuy Nh n has to offer.ơ

Place: Digital marketing plays a pivotal role in promoting the unique "place" of SôngSuối Homestay Through targeted digital marketing campaigns, we showcase thestunning surroundings of our homestay, including the lush landscapes, nearbybeaches, and breathtaking views By leveraging captivating visuals, engaging content,and strategic online advertising, we highlight the allure of our location and create acompelling desire for guests to experience it firsthand.

3.3.3 Song Suoi Homestay - 4p Analysis (cont)

Social Media Marketing: Utilise platforms like Facebook, Instagram, TikTok, toshowcase the unique features of Sông Su i Homestay, share guest reviews andốtestimonials, and engage with potential guests Post visually appealing photos andvideos that highlight the natural beauty, comfortable accommodations, andunique experiences offered at the homestay.

Content Marketing: Create valuable and informative content such as blog posts,articles, or videos about Quy Nhon City's attractions, local culture, food, andinteresting activities

Paid Advertising: Run targeted digital ads on platforms like Google Ads, Facebook,TikTok, or other social media platforms to reach a broader audience

Collaborate with Booking Platforms: List Sông Su i Homestay on popular bookingốplatforms like Booking.com, Agoda, or Airbnb Optimise your listings with high-Promotion:

quality photos, detailed descriptions, and competitive pricing.

Partnerships and Referral Programs: Establish partnerships with local touroperators, travel agencies, or businesses in complementary industries Offerreferral incentives or special packages to encourage them to promote Sông Su iốHomestay to their customers or clients.

Special Promotions and Packages: Create attractive and unique promotions orpackages for different target segments, such as couples, families, or adventureenthusiasts Include additional perks like guided tours, spa treatments, or localexperiences to differentiate your offerings and entice potential guests.

Song Suoi Homestay is famous mainly for its word - of - mouth However, there are stillmany gaps that Song Suoi Homestay has not been able to do that is Unclear onlinestrategy: If Song Suoi homestay does not have a clear online strategy, it may lack aprofessional website, or fail to utilize social media, search engines, email marketing, orother online channels to reach potential customers.

Lack of an effective advertising campaign: If the homestay does not invest in onlineadvertising, it may lack the opportunity to reach a large number of potentialcustomers Types of online advertising include Google advertising, social mediaadvertising, display advertising, and video advertising Using effective advertisingcampaigns can help homestay increase customer base and brand recognition.

And finally, Not SEO Optimized: If the homestay website is not optimized for searchengines like Google, it may be out of date in attracting customers through onlinesearch SEO optimization involves creating quality content, keyword research, websiteoptimization, and link building to achieve high positions in search results.

3.3.4 Some things that Song Suoi Homestay has not done yet