Tourism industry of nha trang city basic for strategy plan as international tourist destination

TOURISM INDUSTRY OF NHA TRANG CITY: BASIC FOR STRATEGY PLAN AS INTERNATIONAL TOURIST DESTINATION A Dissertation Presented to the Faculty of Graduate School Bulacan State University City of Malolos, Bulacan In Partial Fulfilment of the Requirements for the Degree Doctor of Philosophy of Business Administration by Doan Anh Tu April 2017 ii APPROVAL SHEET In partial fulfillment of the requirements for the degree of Doctor of Philosophy of Business Administration, this dissertation title: MARKETING STRATEGY TO DEVELOP NHA TRANG CITY, VIET NAM AS AN INTERNATIONAL TOURIST DESTINATION has been prepared and submitted by DOAN ANH TU who is hereby recommended for oral examination TUTOR Approved in partial fulfillment of the requirements for the degree of Doctor of Philosophy of Business Administration by the Committee on Oral Examination Accepted in partial fulfillment of the requirements for the degree of Doctor of Philosophy of Business Administration iii ACKNOWLEDGEMENT Great thanks to my parents, my colleague, my wife who help me to complete my dissertation iv DEDICATION This work is dedicated to my family, my Nha Trang city, officemates, friends and future researchers v ABSTRACT Tourism is an economic sector overall and cross-sectoral, interregional and highly socialized Tourism not only has the ability to generate huge income for the society, but also contribute to the open-door policy, cultural exchanges, promote innovation and the development of other economic sectors, settlement many problems of social nature In Vietnam, Nha Trang city is known as a popular tourist center with benefit comparative that other localities have wished However, the size and quality of Nha Trang tourism types are not on par with the potential and efficiency of the tourism business is very modest, not promote the image of a widespread way to attract tourists, especially international visitors Although there have been a priority orientations special, but so far generally base - Nha Trang tourism material has yet to actively promote all of its advantages and untapped potential that adequate natural gift Most tourism products rather monotonous, duplication; Quality of services is weak, and online travel sites majority was only a small investment on the basis of the exploitation of the existing tourist sites Accordingly, the study research definitions such as marketing, tourist marketing, marketing place and marketing strategy, marketing strategy process and Nha Trang tourism situation, compare with Bali and Phuket – the intenational tourist center of the world, where have same conditional like Nha Trang After that, base on 7Ps (marketing mix) theory and result of the SWOT analysis, the author give out tourism marketing strategy for Nha Trang to attract international tourist vi LIST OF TABLES Table 1: Statistic internation tourist 33 Table 2: Age of tourist sample 34 Table 3: Gender of tourist sample 34 Table 4: Length of stay 34 Table 5: The number of tourists and tourism revenue in the period 2014-2016 48 Table 6: Revenue from tourism activities in 2009 – 2011 49 Table 7: Statistic nationality international tourists 51 Table 8: Some indicators of tourism development in Nha Trang city 2011 - 2020 period 76 Table 9: Price-Quality Relations 81 Table 10: Tourist Motivation 86 Table 11: Nha Trang image 86 Table 12: Overall assessment of Nha Trang city 87 vii LIST OF FIGURES Figure Conceptual Framework 19 Figure 2: RESEARCH MODEL 25 Figure 3: Marketing place process 27 Figure 4: Research design of dissertation 30 Figure 5: Measure Destination Image 32 Figure 6: SWOT analysis, with its four elements in a 2×2 matrix 71 viii LIST OF APPENDICES Appendix 1: Questionare 95 Appendix 2: The advertise film about Nha Trang of Hanatour – one of Korean company tourism 99 Appendix 3: Some tourist spots in Nha Trang 100 ix TABLE OF CONTENTS APPROVAL SHEET ii ACKNOWLEDGMENT iii DEDICATION iv ABSTRACT .v TABLE OF CONTENTS vi LIST OF TABLES vi LIST OF FIGURES vii LIST OF APPENDICES viii TABLE OF CONTANTS ix CHAPTER .1 THE PROBLEM AND ITS BACKROUND Introduction Research objectives Research Methods The structure of dissertation: CHAPTER .7 THEORETICAL AND RESEARCH MODEL .7 THEORETICAL FRAMEWORK Marketing tourist destination Tourism Marketing .8 Toursim Marketing Place marketing 10 Tourism destination marketing 11 Marketing tourist destination strategy 14 Marketing strategy 14 Marketing tourist strategy 15 Destination Tourism marketing strategy .16 Conceptual Framework for this study 18 RELATED LITERATURE 19 RESEARCH MODEL 25 CHAPTER .26 METHODS OF RESEARCH 26 RESEARCH DESIGN 26 METHODS OF RESEARCH 30 POPULATION AND SAMPLE 33 CHAPTER .35 RESULT OF RESEARCH 35 AN OVERVIEW NHA TRANG TOURISM 35 Introduction Nha Trang city .35 x Nha Trang tourist resource: 3939 Nha Trang market tourism 44 CURRENT STATUS MARKETING TOURIST OF NHA TRANG CITY 54 THE COMPETITOR CITY 59 Bali - Indonesia 60 Phuket – Thailand 65 NHA TRANG TOURIST SWOT ANANLYSIS 68 NHA TRANG TOURIST MARKETING STRATEGY .76 Point of view and Target of tourism marketing strategy 76 Nha Trang Tourism Marketing Strategy 77 SUMMARY AND CONCLUSIONS 85 CHAPTER .88 RECOMMENDATIONS AND CONCLUSION 88 RECOMMENDATIONS 88 CONCLUSION 89 REFERENCES 91 APPENDICES 95 94 Pike, S (2002), “Destination image analysis: A review of 142 papers from 1973-2000”, Tourist Manegement 23 (5): 541-549 Pike, S (2008), “Destination marketing: An integrated marketing communication approach”, Burlington, MA: Butterworth – Heinenman Pike, S and Ryan, C (2004), “Destination positioning analysis through a camparison of cognitive, affective and conative perception”, Journal of Travel research 42 (4): 333-342 Rainisto, Seppo K (2003), Doctoral Dissertations “Success factors of place marketing: A study of place marketing practices in Northern Europe and United States”, Helsinki University of Technology, Institute of Strategy and International Business Reddy, A C & D P Campbell (1994), “Marketing’s Role in Economic Development”, Westport, CT: Quorum Books Thọ N.Đ Trang N.T.M, “Sự đời phát triển Marketing số hàm ý cho nghiên cứu marketing Việt Nam” from utb.edu.vn/elib/ /Nghien%20cuu%20Marketing%20tai%20Viet%20Nam.pdf Teemu Moilanen and Seppo Rainisto (2009), “How to brand nations, cities and destination”, Palgrave Macmillan Thơ, Nguyễn Đình (1998), “Nghiên cứu Marketing du lịch”, NXB.Giáo dục Victor TC Middleton, Alan Fyall, Micheal Morgan with Ashok Ranchhod (2009), “Marketing in travel and tourist, fourth edition”, Linacre House, Jordan Hill, UK 95 APPENDICES Appendix 1: Questionnare Dear, Mrs and Mr My name Đoàn Anh Tú, I’m student PhD of Bulacan State University, my dissertation is “Marketing strategy to develop Nha Trang city – Viet Nam as an international tourist destination” Please take your time to full fill my questionnare Thank you for alowing me to communicate with you Your comments will be valuable information to help me finish the subject I look forward to your cooperation I GENERAL INFORMATION: Age: 18 < 30 30 ≤ 50 >50 Gender: Male Female Origin: EU America China Russia Asia Australia Other 96 II CONTENT: The lenghth of your staying: 1-3 days 3-5 days 5-7 days > days The purpose of your visit is: Travel Vacation Leisure reasons Bussiness Other reasons Number of previous visits and familiarity with Nha Trang ciy is: First time Second times More than three times Habitual holiday repeater Do you know about Nha Trang city from? Internet Friends Travel agency and tour operator Traditional advertising Personal knowledge Others Where are you stay in Nha Trang city? Hotel Motel Rent house Resort 97 What your motivation make you visit Nha Trang city? Exploring Sea, sun and sand Curlinary culture Good weather Peaceful Traditional culture Other According to you, Nha Trang is the city: (you can choose many answers) N.o 10 11 12 13 14 15 16 17 18 19 Factors Beautiful Fun Relaxing Pleasant Sunny Modern Loving Comfortable Attractive Close Exciting Touristy Cultural in hospitable Joyful Organized Blue Chaotic Dirty Others 98 Could you appreciate Nha Trang city image throught this factors? N.o Factors Famouse sites Beaches Fairs/Festival and Exhibits Natural attractions Climate Night life Shopping facilities Transportation Tourism information Accomodation Retaurants Crowdedness Cleanliness Personal safety Restful Friendliness Quality of services 10 11 12 13 14 15 16 17 Very good Good Normal Bad Very bad 99 Appendix 2: The advertise film about Nha Trang of Hanatour – one of Korean company tourism, link: https://www.youtube.com/watch?v=wTpFPBetZEs 100 Appendix 3: Some tourist spots in Nha Trang Nha Trang beach 101 Ponagar Temple 102 Long Sơn Pagoda 103 Nha Trang Oceanography Institute 104 Pasteur Institute in Nha Trang 105 Hòn Chồng (Chồng Rock) 106 Vinpearl Land 107 Hòn Tằm Island 108 Diving in Nha Trang Bay ... in the best way The main reason why the author chose the topic "Tourism Industry of Nha Trang city: Basic for strategic plan as International tourist destination? ?? as dissertation subject with... marketing strategy to develop Nha Trang city as an international tourist destination Applying the theory, analysis of the factual basis to build a marketing strategy to develop Nha Trang city as an international. .. 65 NHA TRANG TOURIST SWOT ANANLYSIS 68 NHA TRANG TOURIST MARKETING STRATEGY .76 Point of view and Target of tourism marketing strategy 76 Nha Trang Tourism Marketing Strategy