- Sff menh thffdng hieu du lich Phii Tho: Mang lai cho du khach cd hpi trai nghiem dac trffng nguyen ban eua Trung du Bac Bd thdng qua Quy hoach va xay difng Phii Tho theo dinh hffdn[r]
(1)Xay dung chien lifofc thiTofng hieu du lich Phu Tho^
• • HO CHI DGNG* NGavlN HOAl LONG**
DINH VAN OANH**' PHAJVl THI KIM THANH****
TRAN VIET DUNG***** Tom tat
Nham xdy dung thuang hieu du lich tinh Phd Thg, nghien cdu sd dung^ md hinh cda Murphy et al (1999) vi trdi nghiem diem de'n cda du khdch, td dd phdt hien cdc tiin di xdy dUng thuang hieu du lich Phd Thg Tren ca sd do, nhdm nghien cdu dd di xudt chie'n lugc thuang hieu du lich Phu Thg vdi cdc ngi dung cda he gid tri thuang hieu theo md hinh cda Kotler & Keller (2013)
Tuf khoa: du lich Phd Thg, thuang hieu du lich, thuang hieu diem de'n Summary
In order to develop the tourism brand of Phu Tho province, the study utilizes the model of Murphy et al (1999) on the destination experience of visitors, and then discovers the foundation to build Phu Tho's tourism brand Based on that, the research team has proposed Phu Tho's tourism brand strategy with the contents ofthe brand value chain modeled by Kotler & Keller (2013)
Keywords: Phu Tho's tourism, tourism brand, destination brand
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G16l T HIE U et al (2000) dffdc dung lam cd sd phat trien nghien cffU danh gia cac yeu to phat trien Phu Tho dffdc xem la mien da't td cua Viet Nam thffdng hieu diem de'n; (2) Md hinh he gia Tinh cd ngudn tai nguyen du lich kha ddi dao vdi cac tri thffdng hieu cua Kotler & Keller (2003) thang canh tff nhien, cac diem di tich lich sff van hoa dffdc dung lam cd sd xay dffng ndi dung cung mot loat cac le hoi truyen thd'ng, eac lang nghe, chien Iffdc thffdng hieu du hch Phu Tho san vat ndi tieng Theo Cue Thd'ng ke tinh Phu Tho, Trong md hinh cua Murphy et al (Hinh nam 2017, doanh thu lffu tru, an udng, du lich Iff hanh 1), trai nghiem cua du khach ve diem den ffdc dat 2.155 ty ddng, tang 8,7% so vdi ciing ky Tinh dffdc tao nen bdi danh gia cua du khach ve da thu hut dffdc 928.348 Iffdt khach lffu tru; cd mdi trffdng diem den va ke't cau tang 276.362 Iffdt khach ngu qua dem nam 2017 du lich Mdi trffdng diem de'n dffdc hieu la Mac du tiem nang ddi dao, nhffng so vdi eac tinh tdng hdp eac ye'u to marketmg vT md cua khac d khu vffc Bac Bd, du lich Phu Tho chffa phai la diem de'n, bao gdm: ye'u td tif nhien, yeutd mdt diem sang Du khach hau nhff chi gan du lich Phu chinh tri/luat phap, yeu to cdng nghe, yeu Tho vdi hinh anh cua Den Hung va Le hoi Den Hung td kinh te va yeu td van hoa Ket cau dip Gid td Chinh vi le dd, mot nhffng yeu cau tang du lich dffdc hieu la nhuhg ye'u tdtao cap thiet dd'i vdi tinh Phu Tho la xay dffng chien Iffdc nen dich vu phue vu du khach, gdm: cac thffdng hieu du lich va quang ba cho thffdng hieu diem mua sam, dich vu an ud'ng, vui chdi nham thay ddi nhan thffc cua du khach giai tri, tham quan, van chuyen, khach san Cdn md hinh cua Kotler & Keller dffdc
CO SO LY THUYET VA PHl/ONG PHAP xem la md hinh ly tffdng thd hien ndi dung
NGHIEN Cl/U cua chie'n Iffde thffdng hieu (Hinh 2) Theo md hinh nay, ngoai cac van de tuyen bo
Casd ly thuyet gia tri, tam nhin thffdng hieu, chien Iff*
Nghien cuff dffdc thy-c hien dffa tren hai md hinh: (1) dinh vi thffdng hieu, cac td cua he Md hinh trai nghiem diem den cua du khach cua Murphy gia tri thffdng hieu bao gdm:
"Tru'dng Dai hoc Kinh te Dai hoc Quoc gia Ha Noi I Email: dzung.ho@gmail.com **, ***, **** Tri/dng Dai hoc Kinh te Qudc dan
***** Dai hoc Qudc gia Ha Noi
Ngdy nhdn bdi: 23/10/2018; Ngdy phdn bien: 15/11/2018; Ngdy duyet ddng: 19/11/2018
' Nhom tac gia cam dn Dai hoc Quoc gia Ha Npi da hS trd tai chinh de thifc hien nghien cuXi theo De tai so QG 15.39
O Q
(2)Slogan/cau than chu thffdng hieu: dffdc coi la gia tri cdt ldi ma thffdng hieu diem de'n dem lai cho khach hang Gia tri cdt Idi dffdc hieu la he niem tin xuyen sudt ma ngffdi lam marketing mong mud'n khac hoa tam tri khach hang
Ldi ich tffdng ddng: la nhffng gia tri mang tinh tieu chuan ma ta't ca eac thffdng hieu deu phai cam ket cung cap cho du khach, dap ffng nhu cau ed ban cua du khach
Ldi ich khac biet: la nhffng ldi Ich rieng cd ma thffdng hieu cung cap cho khach hang; giup phan biet thffdng hieu vdi thffdng hieu khac va la ly khach hang Iffa chon mot thffdng hieu cu the thay vi Iffa chon thffdng hieu canh tranh
Cae ye'u td' chffng minh: cac ldi ich hay gia tri thffdng hieu mud'n cung cap cho khach hang va can dffdc hien thife hoa thdng qua cac yeu to gia tri eu the
Tinh each/Phong cach/Dac tinh: dffdc hinh dung nhff la dac diem ndi bat cua thffdng hieu va mang tinh ban sac cua thffdng hieu
Ye^u td' nhan dien ve mat thi giac: la cae hinh anh mang tinh hij^i hinh giup the hien hinh anh, dac diem rieng cd cua thffdng hieu
PhUOngphdp nghien cdu
Phffdng phap nghien cffu tai ban dffdc thffc hien thdng qua khao cffu eac tai lieu: (i) nghi quye't cua HDND tinh Phu Tho; (ii) cac bao cao du lich, bao cao nghien cffu xu hffdng va nhu cau cua du khach
Phffdng phap nghien cffu dinh tinh tien hanh bang viec phdng van nhdm tap trung (mdi nhdm 3-5 ngffdi), gdm 03 nhdm lanh dao va nhan vien nganh du lich va 04 nhdm lanh dao cae doanh nghiep kinh doanh linh vffc du lich tai Phu Tho nham phat hien nhffng danh gia ve mdi trffdng du lich va ket cau tang cua nganh du lich Phu Tho Tdng cdng cd 30 ngffdi dffdc phdng van Thdi gian thffc hien phdng van tff thang 03-05/2018
Ben canh dd, phffdng phap phan tich dff lieu ldn (big data) cung dffdc ap dung nham thu thap thdng tin ve nhffng nhan xet, danh gia cua du khach ve du lich Phu Tho va cac mong mud'n cua du khach ve du lich Phu Tho
KET QUA NGHIEN CLfU
Phan tich va xff ly dff lieu cho ke^t qua ve tien de phat trien thffdng hieu du lich Phu Tho nhff sau:
HiNH 1: MO HINH TRAI NGHIEM DIEM DEN CQA DU KHACH
chtfi, Mua Khich ^ ' * " ' sim Anu6ng Tham quan oM^f san
I^gudn: Murphy et (1999)
HINH 2: MO HINH HE GlA TRI THCfONG HIEU
,\k«»*TW.Pb*n«rtdi,p^
Ngu6n: Kotler & Keller (2013)
Mdi trUdng du lich Phii Thg
Yeu to tyt nhien
Vdi vi tri la cau nd'i giffa cac tinh Tay Bae Bo va vung Dong bang sdng Hong, Phu Tho mang dac trffng dien hinh cua mien Trung du Bac Bd: dia hinh cao nhffng khdng qua dd'c, phong phu ve dac diem dia hinh (cd ca vung tffdng dd'i bang phang, vung ddi va viing nui) Dac diem ve vi tri dia ly va dia hinh cung gdp phan mang lai cho Phii Tho thdi tiet de chiu, du mang dac trffng hau cua mien Bac, nhffng mua he khdng bi oi ndng nhff cac tinh khac d Dong bang sdng Hong, mua ddng khdng qua lanh va am nhff cac tinh mien nui phia Bac Canh sac va hau cua Phu Tho mang lai cho du khach cam giac nhe nhang, binh yen den vdi vung da't
Them vao &6, cac diem den cua Phu Tho kha da dang va cd mffe nguyen ban rat cao, it bi thay ddi bdi ban tay cua eon ngffdi It bi anh hffdng tieu cffc tff dau tff phat trien, dac biet la phat trien cdng nghiep Dieu giup cho du khach cam nhan dffdc nhffng gia tri van hda, lich sff cd xffa, vdn cd cua mien da't td
Ye'u td chinh tri, ludt phdp
Nghi quyet sd 30/2012/NQ-HDND, 17/12/2012 cua HDND Tinh ve quy hoach phat trien du lieh tinh Phu Tho giai doan 2011-2020, dinh hffdng de'n nam 2030 da chi rd quan diem ve quy hoach du lich nhff sau: Phat trien du lich Phu Tho phii hdp vdi dinh hffdng phat trien du lich viing Trung du va mien niii Bac Bo; Phat trien ddng bd, cd tam theo hffdng ben vffng, gan vdi viec bao tdn va phat huy cac gia tri van hoa dan tdc, giff gin canh quan va bao ve mdi trffdng; Phat trien du lich van hoa va sinh thai vdi viec lay du lich van hoa lam tam de phat huy cd hieu qua tai nguyen du lich
(3)Cd the ndi, nhffng chu trffdng, chinh sach tren da tap trung ffu tien khai thac yeu td'dac trffng ve dia hinh, hau, canh quan thien nhien, cung nhff dac diem lich su' van hoa cua Tinh
Yeu to cdng nghe
Cuoc sd'ng cdng nghiep vdi sif tiep xue hang vdi cac cdng nghe hien dai da lam cho du khach trd nen nham chan Chinh vi vay, nhieu du khach mong mudn tim den nhffng diem den gan giii vdi thien nhien, tim ve nhffng gia tri truyen thdng, gia tri xffa va sff yen binh Nhiilig yeu to hoan toan phii hdp vdi dac diem cua Phu Tho
Yeu tdkinh te
Nen kinh te Viet Nam tang trffdng tffdng dd'i dn dinh va keo theo dd, thu nhap cua ngffdi dan cd sff cai thien Vdi xu the phat trien cua xa hoi va quan niem ve gia tri cuoc sd'ng, ngffdi dan se danh nhieu tien hdn cho du lich, dd cd diem den Phu Tho
Ye'u to vdn hod
Phu Tho la ndi phat tich cua dan tdc Viet Vi the, Tinh cd rat nhieu net van hoa truyen thd'ng dffdc the hien thdng qua cac di tich van hda lich sff, le hoi truyen thdng cd, mang net dac sac rieng cung vdi cac lang nghe truyen thd'ng va van hoa am thffc dac sac Diem thuan ldi cua Phu Tho la cac gia tri van hoa dffdc lffu giff rat nguyen ban va it hi tac ddng tieu cffc cua cua cac yeu to van hoa ngoai lai
COsd vat chdt hq tdng phue vu du lich
vi vui chai, gidi tri: Phu Tho cd nhieu diem den mang
lai cho du khach cam giac binh yen, thff gian; cd cac loai hinh van nghe truyen thd'ng dac biet, nhieu trd chdi dan gian Phu Tho cd it diem vui chdi giai tri hien dai, song neu Tinh tap trung dau tff, thi boat dong cd the dffdc cai thien rat nhanh, tao diem nhan thu hut du khach
Dd'i vdi cdc diem mua sam: Phu Tho khdng cd the
manh ve hang hoa san xuat cdng nghiep va khd phat trien cac trung tam thffdng mai de trd diem nhan cua nganh du lich Tuy nhien, Tinh cung cd ldi the nha't dinh vdi nhieu san pham truyen thd'ng nen hoan toan cd the phat trien nhffng diem ban cac san pham truyen thd'ng va cac diem den gan tham quan lang nghe san xua't truyen thdng va ban hang
Dich vu dn ud'ng: Phu Tho cd nhieu mdn an dac sac
gan vdi dac trffng van hoa cua mien Trung du va dac diem van hoa cac dan tdc cua Tinh Day cd the la diem hap dan rat ldn dd'i vdi du khach, dac biet la du khach qud'c te Hau het cac mdn an dac trffng ciia Phu Tho che bien tff cac nguyen lieu dffdc nudi trdng tff nhien Trong bd'i canh qua nhieu mdn an dffdc che bien tff thffc pham cdng nghiep va khdng rd ngudn gdc xua't xff, thi day la diem nhan cd y nghia dd'i vdi du khach
Dich vu tham quan, di lai, khdch sqn: Hien nay, cac dich
vu phue vu nhu cau tham quan, di lai cua du khach cdn ban che Cu the, so Iffdng va chat Iffdng hffdng din vien tai dia ban cdn thieu va yeu; cac boat ddng tai cac diem den chffa phong phu, chffa phat huy het tiem nang; ngffdi dan tai cac diem de'n chffa cd tff phue vu du khach; dich vu van chuyen, khach san mdi chi dap ffng dffdc mdt phan nhu cau cua du khach, chat Iffdng cdn khiem ton
Cdm nhdn cua du khdch ve du lick Phu Thg
Du khach gan du lich Phu Tho vdi diem den Den Hung va da phan ho chi nhac den Den Hung ndi ve du lich Phu Tho Day la mot dieu thuan ldi, nhffng cung bat ldi vi hau het khach cho rang, Phu Tho chi cd Den Hiing la diem hap dSn va cac diem de'n khac bi lu md bdi chinh sif ndi tieng cua Den Hung
Hdn nffa, du khach it lffu lai Phii Tho vi: (1) ho thffdng chi de'n cac diem den rieng le (sd'ddng chi de^n Den Hung); (2) du khach chi xem Phu Tho nhff la mot diem dffng chan tham quan va tiep tue hanh trinh cua minh; (3) du khach khdng cam nhan dffdc sif hap dan lffu lai lau d Phu Tho; (4) cac tour du lich chffa ket hdp dffdc cac diem den Tinh de giff khach lffu lai lau hdn Dd'i vdi eac du khach da tffng tham quan cac thang canh tff nhien (Xuan Sdn, Dam Ao Chau ), ma khdng phai Den Hhng, thi cd an tffdng td't vdi ve dep ciia cac diem den Du khach cung lffu lai an tffdng kha tdt dffdc trai nghiem van hoa dia phffdng
DE XUAT CHIEN LU'DC THU'DNG HIEU DU LjCH T I N H PHU THO
Tren cd sd nhffng tien de phat trien thffdng hieu du lich Phu Tho dffdc rut tff ket qua nghien cffu, nhdm tac gia de xua't chien Iffde thffdng hieu du lich Phii Tho nhff sau:
Tam nhin thffdng hieu du lieh Phii Tho: Trd dia diem den ddc dao nha't Viet Nam ve trai nghiem dac trffng cua mien Trung du
- Sff menh thffdng hieu du lich Phii Tho: Mang lai cho du khach cd hpi trai nghiem dac trffng nguyen ban eua Trung du Bac Bd thdng qua Quy hoach va xay difng Phii Tho theo dinh hffdng phat trien du lich trai nghiem mien Trung du; Duy tn va bao ve sff nguyen ven cua canh quan thien nhien, di tich lich sff, cdng tnnh kien tnic; Bao tdn va phat huy nhffng gia tri van hoa truyen thd'ng, gia tri van hoa cua cac cong ddng dan cff; Ngan chan tac ddng tieu cffc cua phat trien cdng, ndng nghiep ddi vdi nganh du lich
Dinh vi thffdng hieu: Xay difng hinh anh du lich Phii Tho la ndi trai nghiem dac trffng mien Trung du Bac Bo vdi sii nguyen sd cua canh quan thien nhien, cuoc sdng va cac gia tri van hoa truyen
(4)thdng Dinh vi du lich Phu Tho la ndi nghi ngdi - thff gian ket hdp vdi sff trai nghiem va hoe tap cac net van boa truyen thd'ng coi ngudn Viet Nam; ddng thdi, la ndi tim ve nhffng gia tri dung di nha't cua cuoc sd'ng truyen thd'ng Viet Nam
Tff do, he gia tri thffdng hieu du lich Phu Tho dffdc xay dffng nhff Hinh Trong dd:
Thdn chu thUOng hieu la "Nguyen sO mien Trung du "; Gia tri/Idi ich cdt ldi
ma Phu Tho dem de^n cho du khach la cam giac binh, nguyen sd, binh di, gan gui thien nhien, mang dam ban sac net dep truyen thdng eiia dan toe va dac trffng cuoc sd'ng cua mien Trung du
Lgi ich/gid tri diem den Phu Thg dem lai cho du khdch: Vdi gia tri cdt ldi la
"Nguyen sd mien Trung du ", dat chan tdi vung da't td Phu Tho se dem lai cho du khach cam giac an toan, thoai mai, am cung va than thien; trai nghiem van hoa dia phffdng va nghi ngdi thff gian vdi ehi phi hdp ly Dac biet, du khach se nhan dffdc mdt soldi Ich rieng cd cua Phu Tho, dd la: Nghi dffdng het hdp trai nghiem va hoc tap cac net van hoa truyen thdng cdi ngudn; Trai nghiem cuoc sd'ng cff dan dac trffng van boa mien Trung du va Phu Tho dan da nhffng khdng xd bd; La ndi tim ve cdi ngudn tim ve nhffng gia tri dung di nha't cua cuoc sdng
Cdc yeu td chdng minh:
Thd nhdt, xay dffng cdng ddng cff dan
lam du lich va tri nep sdng truyen thd'ng dien hinh Theo do, boat ddng sinh sd'ng va kinh doanh eua cff dan can tao mau sac va hinh anh "Nguyen sd mien Trung du" cho Phu Tho Tff dd, tao nen khdng khi, mau sac tdng the chung giup du khach dat chan tdi Phii Tho d bat ky gdc phd', ldi di nao cung cam nhan rd nhffng dac trffng ciia cuoc sd'ng "Trung du Bae Bo" va "cdi ngudn"
Thd hai, bao tdn va tri phat trien
nhffng gia tri van hoa vat the va phi vat the, nhff: Hat Xoan, cac l l hoi, nep sd'ng
HINH 3: HE GlA TRI THCTCiNG HIEU DU LICH PHU THO
"^Jrn^.t* 'SSSZSi^ »*u,K«,«*
rrr^j: *s»t3 isi'Mr^
V vtrnt'"
Nguon; DS xuat ciia nhom nghien cilfu
Thd ba, san pham du lich hffdng tdi viec tao trai
nghiem cuoc sd'ng dac trffng cua cff dan mien Trung du Can thiet ke cac tuyen tour hdp ly theo tffng khoang thdi gian nha't dinh va phii hdp cho du khach tdi Phu Tho 1-2 Hdn nffa, san pham du lich can chu tdi sif trai nghiem eua du khach, giup du khach tim hieu them ve cac net van hoa truyen thd'ng mot each hffng khdi va tff hao; ddng thdi, hffdng tdi trai nghiem cac diem den va dich vu du lich khac mot each an toan, than thien, binh, dung di, gan gui vdi thien nhien
Thd tu, xay dffng canh quan mdi trffdng dac trffng
mien Trung du, dd la gan gui vdi thien nhien, nguyen ban va nguyen sd
Thd ndm, phat trien cac san vat truyen thd'ng Cac san
vat can phan anh dffdc: (I) Cuoc sd'ng dac trffng ciia cff dan mien Trung du; (2) Gia tri van hoa truyen thd'ng vat the va phi vat the, nhff: hinh anh diem den, lang nghe
Tinh cdch/Phong cach/Dac tinh thUOng hieu du lich Phii Thg
Day la yeu td giup khach hang cam nhan rd net dat chan tdi mot dia phffdng, cu the trffdng hdp Phii Tho dd la: Tran gia tri tif nhien va truyen thd'ng; Chan tinh; Mdc mac; Nhiet tinh; Hien hoa; Sau sac va Hffdng ndi Day la nhffng dac diem phan anh rd net dac trffng ciia cff dan mien Trung du Bac Bo, nhffng gia tri dffdc the hien qua cac san pham du lich, dich vu du lich va ngffdi ma du khach tiep xue
Nhqn dien ve mat thi gidc
De du khach de dang hdn viec nhan dien hinh anh thffdng hieu ciia minh, Tinh can xay dffng he thd'ng nhan dien thffdng hieu vdi phong each the hien dac trffng cua van hoa Phu Tho va lien tffdng ve mien Trung du.G
TAI LIEU THAM KHAO
1 HDND tinh Phu Tho (2012) Nghi quye't sd30/2012/NQ-HDND, ngdy 17/12/2012 vi quy hoqch
phdt trien du lich tinh Phd Thg giai doqn 2011-2020, dinh hudng de'n ndm 2030
2 Cue Thd'ng ke tinh Phii Tho (2017) Bdo cdo tinh hinh kinh te xd hdi ndm 2017 tren dia bdn tinh Phd Thg
3 Kotler & Keller (2013) Marketing management, Pearson publisher
4 Murphy et al (2000) The destination product and its impact on traveler perceptions, Tourism
management, 21(1), 43-52