Study on promotional activities of halong bay tourism

Hanoi University F a c u lty o f M a n a g e m e n t a n d T o u r is m *** STUDY ON PROMOTIONAL ACTIVIES OF HALONG BAY TOƯRISM S ubm itted by Ngo Thu Ha A thesis submitted as the requirement for the degree of Bachelor of Tourism Management H anoi, N ovem ber 2008 H a n o ỉ U n ỉv e rs ỉty illM iM ia Ìll 000069109 Hanoi University F a c u lty o f M a n a g e m e n t a n d T o u ris m *** STUDY ON PROMOTIONAL ACTIVIES OF HALONG BAY TOURISM S ubm itted by Ngo Thu Ha A thesis submitted as the requirement for the degree of Bachelor of Tourism Management H anoi, N ovem ber 2008 TABLE OF CONTENT S T A T E M E N T O F A U T H O R S H IP A C K N O W L E D G E M E N T ABBREVIATIONS .7 IO R E W O R D C H A P T E R 1: ĨN T R O D U C T IO N .10 I I R esearch a p p ro a c h .10 1.1.1 R esearch area o f c o n c e r n 10 1.1.2 R e s e a rc h .11 1.2 E x ecu tiv e su m m a ry 12 1.2 T ourism Prom otion S tructure and C o -o p eratio n 12 1.2.2 T arg et M a rk e ts 14 1.2.3 Prom otion M e th o d s 14 1.3 R esearch aim s and s ig n illc a n c e .17 1.3.1 R esearch a im s 17 1.3.2 R esearch sig n iíìc a n ce .18 1.4 T h e sis o rg a n iz a tio n .18 C H A P T E R 2: R E SE A R C H M E T H O D O L O D Y .20 S tep I : R esearch qu cstio n Ib rm a tio n 20 2.2 S tep 2: S econdary d a ta 22 2.3 S tep 3: Prim ary m e th o d 22 2.4 S tep 4: C o n clu sio n s & R e c o m m e n d a tio n s 24 C H A P T E R 3: L IT E R A T U R E R E V IE W 25 3.1 D estination m a rk e tin g 25 3.1.1 P lace as a p ro d u ct 25 1.2 C h aracteristics o f product “d estination” 26 3.1.3 M arketing and tou rists d estin atio n 29 3.1.4 O b jectiv es and b e n e íits o f destination m a rk e tin g 30 1.5 R oles o f destination m arkcting o rg a n i/a tio n s ( D M O s ) 3.2 P rinciples o f destination p ro m o tio n 32 3.2.1 D e íin itio n s 32 3.2.2 P rom otional m ix 34 C H A P T E R 37 TI IE R E A L S IT U A T IO N O F P R O M O T IO N A L A C T l V n IBS O F H A L O N G BA Y Fact sh e et o f H along B a y .37 1 H along B ay a t a g la n c e .37 4.1.1.1 G eographical location 37 4.1.1.2 P opulation o f th e B a y 37 4.1.1.3 T h e systeni o f islan d s and c a v e s 38 4.1.1.4 O u tstan d in g values o f I lalong B a y 39 1.2 T h e real situation o f I lalong T ourism in the period 0 1- 0 41 4.1.2.1 T o u rist volum e, tourist strueturc and touriíìt sp cn d in g s tru c tu re 41 1.2.2 In ữ a stru c tu re and th e tourism p ro d u c ls 46 4.1.2.3 R evenue ol tourism activities in H alo n g B a y 48 4.2 Real situation o f prom otion activ ities for lla lo n g B a y .49 S ituational a n a ly s is .49 4.2.2 R eal situation o f m arket research and targct m arket d e te m iin a tio n 52 2 Real situaticm o f m arket research 49 4.2.2.2 T arg et m arket determ ination 53 4.2.2.3 T h e brand positioning o f H along B a y 54 4.2.3 Tourism prom otion in Halong B a y 55 T o u rism prom otion in m acro s c a le 55 4.2.3.1.1 A d v c rtin g 55 4.2.3.1.2 Prom otional p r in t .57 4.2.3.1.3 T ourism e x h ib itio n s 61 4.2.3.1.4 Public relatio n s .62 4.2.3.1.5 Internet p ro m o tio n .64 4.2.3.2 T ourism Prom otion M cthods U tilized by th e T d e 65 4.23.2 \ A d v e rtis in g 66 4.2.3.2.2 Public relatio n s 66 4.2.3.2.3 Prom otional P r i o t 67 4.2.3.2.4 T rade F airs/E xhibitÌ R S 67 4.2.3.2.5 Internet 67 Survey results 68 C H A P T E R 75 C O N C L U S IO N S A N D R E C O M M E N D A T IO N S T o u rism Prom otion S tructurcs in I lalong b a y 75 5.2 P ro íìlin g H along B a y .76 5.3 '1'arget M arkets 76 5.4 P rom otional m e th o d s .77 A P P E N D IX 82 B IB I.IO G R A P H Y 84 ST A T E M E N T O F A U T H O R SH IP “E xcept w h ere refcrence is m ade in ihc tex t o f th e thesis, íhis thesis contains no matcrial published elsew herc o r extracted in w hole o r in part 1'rom a th esis o r any other degree or diplom a N o o th er perso rv s vvork has bcen uscd vvithout d u e acknovvledgem ent in thc m ain text o f thc thesis T his th esis has not been subm itted for any aw ard o f any d egree o r diplonia in any other tertiary institution.” S tu d en t signature H anoi, 27/11/2008 N g o T h u I la A C K N O V V LED C ỈEM EN T I irst o f all, I vvould likc to givc my warm thank to m y thcsis supervisor M s N go Phuong D ung for hcr kind support, cncouragem ent as well as the criticism during thc thesis progress A lso, w ould like to express m y sincerc appreciation to all the lecturers o f Paculty o f M anagem ent and Tourism with m y four years o f ever lasting m cm orial experience in the University I vvould like to take these opportunities to thank all the supporters from H along M anagem ent D epartm ent for thcir valuabltí support W ithout their help, I had not been ablc to com plete the vvork Pinally, I vvould like to send cndless thank to m y fam ily, m y ííiend for all the support and help not only in this thesis but tor m y vvhole life Hanoi, 27/11/2008 N go Thu I la ABBREVIATIONS 1IMB: I lalong M anagem ent Departm ent w I () A SE A N M ICE VNAT : W orld Tourism O rgani/ation : Association o f Southeast A sia N ations : M ectings, Incentives, C onferences, Exhibitions : Vietnam National A dm inistration o f Tourism FO REW O RD Tourism is an im portant contributo r to the econom y o f H along city W orth in the region o f m ore than one thousand billion V N D annually, and w ith in excess o f m illion visitors, it gencrating a great dcal o f jo b for local people H along B ay has been identilìcd as one o f th e m o st a ttra ctiv c tourism d estin atio n s in V ietnam , to g e th e r w ith th c Capital city o f I lanoi, IIC M C , N Trang, Hue T h e to u rism bodics in H along bay are o perating vvith th e ob ịectiv e to lu rth e r develop and deliver an integratcd quality tourism product in the region, in harm ony its conservation and sustainable devciopm ent It is also recognized the need to continually m onitor I lalong B ay’ tourism industry and ensure that they are operating to the highest standards nationally and intem ationally W ith this in m ind the study has been conducted \vith a vievv to a sse ssin g th e iin p a c t o f th e c u rre n t p ro m o tio n a l m eth o d s u sed to p ro m o te H alo n g B ay T h e s tu d y e x a m in e s th e o v e ll a p p ro a c h to to u rism p ro m o tio n in H a lo n g B ay, and th e prom otional m ethođs used in term s o f im pact, eiTectiveness and sustainability F o r th e p u rp o se o f th e stu d y e x te n s iv e c o n s u lta tio n w a s c a rrie d o u t w ith to u rism interests an d Service providers in H along, T he study leads to a num ber o f conclusions and key recom m endations in relation to: • T ourism prom otion Structures in lla lo n g • C o -o rd in a tio n issues • T a rg et m ark ets and • P ro m o tio n m eth o d s 4.3.3 T h e source o f inlbrm ation that tourists rcly on □ Radio/tev ■ N e w s/m ar □ Internet □ Brochure ■ Tour operator □ Events mW ord of month R adio/tel 17% Nevvs/mar 9% Internet 31% B rochure 17% T o u r o p e to r 10% Events 8% W ord o f m onth 7% From thc table above, it can be seen that, Internet vvas the m ain sourcc o f inform ation that pcople gct to knovv about Halong bay with 31% T ravel brochure and advertising on radio/telcvision got the sam e rcsults as 17% o f the people selected these a s their prim ary source o f information Intbrm ation from tour operator, advertising on nevvspapcr and m agazine, events and vvord o f m onth cam e latcr with 10%, 9% , 8% and 7% respectively O bviously, this results fit vvith the telephone survey o f the prom otion activities by trade as 69 discussed in the previous part T he developm ent o f Internet has brought to the prom otion o f I lalong bay in particular and other tourist dcstinations in general a new approach o f vvidcr covcrage, chcaper and quicker o f m ore preferred by tourists 4.3.4 G en eral tourists’ attitudc tow ards H along bay tourism 4.3.4 G en eral tourists attitude tmvards H along bay □ Poor ■ Fair □ Good □ Very ggod ■ Exellent P oor 0% Fair 5% Cìood 44% V ery g o o d 41% E xellent 10% T he pie chart above prescnts the gencral attitude o f tou rists tow ards llalo n g bay, including the actual attitudes o f tourists visiting H along and perccived attitudes T h e results are very satisfactory, \vith only 5% o f the tourists had fair attitude o f I lalong T here arc up to 44 % respondents thinking good about H along and 41% saying “ V ery good” 10% o f the 70 respondents haci excellcnt vievv point o f Halong T his rcsults rcvealed that H along bay tourism receivcd the good evaluation o f the tourisls 1lovvever, thcrc are still a lot o f things to in order to increase the “very good” and “ excellent'’ attitude o f tourists 4.3.4.2 Speciíic attitudes tb rth c particular tourism tenns S c e n e ry H o s p ita lỉty E n te rta im e n t F rie n d ly p e o p le F ood & b e ve g e From th e chart, it can bc seen that no particular íìeld rcceivcd the bad point M ostly the attitudes range from good to very good Scenery/seascape is the category o f th e best m ark with 54% excellent point and % very good point H ospitality, entertainm ent and food & bcverage are the three categories receiving som c fair m ark T his indicated the real situation o f H along b ay tourism due to thc lack o f recognized accom m odation units, entertainm ent lầcilities and the low Standard o f food and bcveragc, cspecially in peak seasons H along people vvere m arked as triendly and get the good point from tourists 71 4.3.5 lJsefulness o f iníorm ation Not u s e íu l N e u tra l A little b it u s e fu l U s e tu l T herc is a good signal for I ỉalong bay prom otion as there are 48% o f the rcspondents thought that the iníorm ation they received w as useful 30% pcople said the infotm ation w as a little bit useful and 22% respondcnts had the neutral ideas T h is fact revealed that the prom otion activitics o f H along has som ehow gained the results and it can be the stim ulus for the íurthcr activities in thc future 4.3.6 Discussion T he survey results can not retlect cxactly the real situation o f the influence o f the prom otion activities o f I lalong bay on the decision m aking process o f tourists due to thc lim ited sam ple size Ilovvevcr, to som e extent, it has revealed that prom otion activities o f Halong bay tourism has inore or lcss success in atĩccting the attitude o f tourists tow ards H along a s wcl! a s encouraging them to pay a visit to th e destination T h e survey concem ed about the subjects 72 o f the prom otion aclivitics, the tourist and the vvay they rcccived thc inform ation and thcir attitudes B ased on Ihat som c applications can be vvithdravvn • Internet should bc thc focus o f prom otional tools due to its lovvcr cost than olher types oỉ'proinotion and w ider coverage • Prom otional activities are to be im plem ented stratcgically in both dom estic and intcm ational m arkets vvith the-specific strategies tailorcd to tlt with the interest and taste o f each m arkets • Q uality o f tourism products and services are to he im proved in order to increase the w ord o f m onth advcrtising 73 CHAPTER5 CONCLUSIONS AND RECOMENDATIONS 5.1 T ou rism Prom otion Structures in H along bay T here is a plethora o f structures involved in tourism prom otion in Halong bay, all alTecting th e developm ent o f the scctor in one w ay o r another: • A t a national level, M inislry o f Culture, Sports and Tourism and V N A T are responsible for tourism developm ent and orientation o f th e destination prom otion T he role o f thcse tw o agencies on Ilalong tourism is very signiíicant in te n n s o f funding, m anagem ent expcrtise and design o f the prom otion cam paigns • At th e provincial level, Q uang Ninh Tourism D epartm ent is to prom ote the entirc province tourism It is also the body that im itates lots o f prom otionai activities for llalong bay its support o f prom otion íunding is o f great importance • At th e regional levcl, o I lalong city ’s People C om m ittee has involved itself both strategically and financially in the prom otion o f thc county as a tourism destination o IIM D is th e agcncy that is im m cdiately responsible for the m anagem ent, rescrvation and prom otion o f Halong Bay T he departm ent also bears the role o f acting as the coordinalor o f all the stakeholders in prom oting H along tow ards the sm ooth actions o T he trade itseirp lay s such an im portant role in prom oting H along bay tourism • C ooperation issues T he cooperation issues arc the cssential factor in thc success o f prom otional activities o f H along Bay M any types o f cooperation can be deíined 74 > Cooperaiion at the m acro scale bctw een the national and regional tourism agencics > Cooperation with intem ational tourism bodies and NG Os > Cooperation am ongst thc regional tourism agencies > Cooperation betvveen govcm m ental tourism agcncies and trade at the regional lcvei > Cooperation with neighboring regions 5.2 Profíiing H along Bay A s already noted, the existing agencies are already carrying out very signiílcant prom otional activities at national and intem ational levels W c believc that lla lo n g bay tourism can achieve a higher prìlc from these cxisting prom otional activities by w orking m ore closely with the respcctive agencies in existing national or regional prom otional eíTorts 5.3 T arget M arkets T h e e ffc c tiv e n e ss o f any pro m o tio n al effo rt is c lo se ly relatcd to th e e x te n t lo w hich it can be pro p erly targeted T he e íĩe c tiv e targ etin g o f prom otional activ ities requires a clear vicvv o f the audience that the prom oter is attem pting to reach In o u r v ie w , th e p rim a ry ta r g e t fo r th e m a r k e tin g a c tiv itie s o f H a lo n g b a y in p a r tic u la r a n d a n y d e s tin a tio n in V ie tn a m is th e c o u n try T h is is s o fo r several rcaso n s F irst, thc d o m estic m ark et is an im p o rta n t g ro w th se g m e n t T h e g ro w in g trc n d to v v a rd s s h o r t b r e a k s s u c h a s th e n a tio n a l d a y -o íT , is lik c ly to c o n tin u c A t a r g e te d prom otional efíort can help H along bay tourism to exploit these im portant trcnds 75 S econdly, th e fo cu s o n d o m estic rnarkets can h elp sa v c m oncy o f pro m o tio n al activ ities a s it rc q u ire s less e lĩo rt o f m arkct research and th e to u ris ts ’ b e h a v io r study In ad dition, a c a r e tu lly d e s ig n e d intern atio n p ro m o tio n a l c a m p a ig n h as th e potential to d e liv e r su b sta n tia l re su lls T h e in tc rn a tio n a l ta rg c t m a rk e ts o f H a lo n g b a y to u rism a re p rim a ry C h in a , N o rth c a st A s ia , lìu ro p e a n d N o rth A m e ric a M o re o v e r, in rec e n t tim e s, s o m c e m e r g in g m a rk e ts s h o u ld b e p a id m o re a tte n tio n su c h a s R u s s ia a n d N o rth E u ro p e E a c h m a rk e t re q u ire s c a re íu l m a rk e t re s c a rc h in o rd c r to ta ilo r th c p ro m o tio n a l a c tiv itie s th a t fit w ith th e ir in te re s ts a n d tastes 1’ r o m o tio n a l m cth o d s T he key su b ject o f ih e currcnt study is the e íĩe c tiv e n e ss o f thc prom otional m ethods used lo prom ote ila lo n g bay as a tourism destination T h e fo!lowing paragraphs prcsent our sum m ary and conclusions on the various prom otional m ethods on thc basis o f our e v a lu a tio n o f c u rre n t a c tiv itie s o f th e bay In ter n e t T he W T O d e scrib es th e w eb a s th e ideal c h a n n el fo r p ro m o tio n o f d e stin a tio n s T he Internet is a relatively inexpensive prom otional m edium C urrently m ore and m ore people can have a c c c ss to th e Internet T he survey already revealed that a m ajority o f tourists cited the Internet as an iníịrm ation so u rc e th at in tlu c n c e d th e ir a ttitu d e s to w a rd s H a lo n g bay a s w e ll a s th c ir c h o ic e o f I lalo n g a s h o lid ay d e stin a tio n T h e v a st m ạịority o f prom otion agencies had developed w ebsites and now considered them an im portant part o f th c ir prom otional etYort Q uang N inh T ourism D epartm ent and ỉ lalong M anagem ent B oard have invested huge resources into the developm ent o f tourism 76 prom otional vvebsites o f their ow n at the address w w w halongtourism gov.vn and w w w h alo n g o rg v n Dcvcloping an Internet Tectivc Presence • The key to a c h ie v in g th e b e n e íìts o f In te rn e t p ro m o tio n is h a v in g a vvell d e sig n e d a n d w e ll-m a in ta in e d w e b s ite th a t is a ttra c tiv c , in to rm a tiv e , interactive and quick to dovvnload W ell-designed tourism vvebsites in c o rp o te in lo rm a tio n as a c c u tc a n d d e ta ile d a s b ro ch u re s o r tim eta b le s, p h o to s a n d g p h s a n d esse n tia lly o p e te as a ‘V irtual T o u rist O íT ỉce’ E tT ective s ite s a re u p d a te d reg u la rly vvith in íị rm a tio n reg a rd in g lla lo n g b a y ’s to u rism P ro d u c ts and se rv ic c s , su c h as c n te rta in m e n t a v a ila b le ctc • T h e vvcbsite sh o u ld fo cu s o n the p ro v isio n o f basic in ỉb rm a tio n a im e d a t both in te rested to u ris ts a s w ell a s th c to u rism trad e itseir • T h e vvebsite sh o u ld be d e sig n e d so th a t it c a n be c a sily u p d ated T h e rc tb re it sh o u ld be d e sig n e d u sin g relativ ely u ser írie n d ly te c h n o lo g ie s • T h e tra n sla tio n o f th e m ain w c b s ite p ag es in to v a rio u s la n g u a g e s sh o u ld be c o n sid e red T h e fo llo w in g are c x a m p lc s o f best p c tic e s w e b p a g e s th at sh o u ld be c o n sid c red : • A h o m e page p ro v id in g a g e n e l in tro d u c tio n to th e site , im a g e s o f H alo n g bay a n d lin k s to o th c r p a g c s • A h isto ry o f H a lo n g b a y ’s pagc • A p a g e d c sc rib in g a c c o m m o d a tio n a v a ila b le in the rcg io n a n d lin k s to both a c c o m m o d a tio n p ro v id ers 77 • A n a c tiv itie s p a g e p ro v id in g a d e sc rip tio n o f th e a c tiv itie s a v a ila b le in H alo n g b a y a n d lin k s to th o se th a t have w e b ad d re ssc s • A p a g e d e sc rib in g th e variety o f p lac e s to v isit and lin k s to th o sc p lac e s that h a v e w e b a d d re sse s • A p a g e d e sc rib in g th e c a lc n d a r o f e v e n ts and íe stiv a ls in H a lo n g fo r th e year • A p a g e p ro v id in g c o n ta c t in ío rm a tio n fo r th e to u rism o ffíc e rs ’ c o n tacts • A l s o a p a g c sh o u ld be d e v e lo p e đ w h ic h a ll o w s the tourist to n u in a n Online a p p lic a tio n fo r in tb rm a tio n , b ro c h u re s, a c c o m m o d a tio n in fb rm a tio n e tc W eb site fe a tu re s th at y ield th e m o st p o sitiv e retu rn s include: • S e a rc h lac ilitie s • S p c c ia l oíTers a n d p ac k ag e s sh o u ld bc a d v e rlis e d o n th e w e b site • E n q u ire s page • C u ltu re F ile s - s a m p le s o f th e p a rtic u la r c u ltu re o f th e county • S u b sc rip tio n c a p a b ilitie s fo r re g u la r e n ia il nevvsletters • ln fo rm a tio n in diíT erent lan g u a g e s • Itin e rie s th at in c lu d e d ire c tio n s, p h o to g p h s a n d d in in g su g g e stio n s • P a c k a g e s - Online p a c k ag e s o f a c tiv ity , s ig h ts e e in g a n d cu ltu ral in terest 5.4.2 P rom otional Print T h e re is a larg e a m o u n t o f p ro m o tio n a l p rin l p u b lish e d in th e to u rism industry in H alo n g T h is can in clu d e b ro ch u res, m a g a /in e s , m a p s, c a rd s and íly ers T h e m ain reasons for th is are th c grow th o f th c Internet a s a prom otional inediuin and th e high c o s t a n d high w a stag e o f p roducing b ro ch u rcs Hovvever, printed m atcrial m ay be 78 necessary to support certain m arketing initiatives e.g 'p a c k a g e s', ‘special oíTers’ P ublications that a p p e ar to have had a satisfactory im p acts include: • A special G uide, including inform ation abom a ttrac tio n s o f H along Bay • Plycrs a n d brochures for use at trad e and tourism e x h ib itio n s • Special pu b licatio n s to prom ottí sp e cillc packages • M aps o f attractions 5.4.3 P u b lic R elatio n s Publicity is recognized throughout the tourism industry as an effective and relatively inexpensive form o f prom otion It m ay involve the m edia in th e publication o f new special offers to i lalong bay, or launching new tourism products o r events T h e etTective public relations activities involves • D cveloping a database o f contacts w ithin m edia contacts • O rganizing fam iliarization trips for m em bers o f the tourism and travel m edia H along • W orking relationships should be developed vvith m em bcrs o f local, national and International m edia It is well know n that features in m agazines and new spapers pocecess an extrem ely pow erful prom otional tool Photographs, iníorm ation and contact iníorm ation should be provided to th e m edia to assist them in reporting from Halong 5.4.4 A d v e rtis in g A dvcrlising is one o f the m ore vvidcly uscd form s tourism prom otion m ethods Ít can be an cxp en siv e tbrm o f prom otiôn and th erefore any adv ertisin g undertaken should be targetcd effectiv ely prom otion • C h o ice o f publication is very im portant O n a tig h t prom otional budget, th e return 1'rom adv ertisin g in niche publications is often very w orthw hile 79 • R eadership, coverage and cost should all be co n sid crcd vvhen d cciđing on vvhich publication to advcrtise in • A dvcrtising on th e Internet is an increasingiy p o p u lar prom otional m cthod 5.4.5 T o u r is m E x h ib itio n s O u r re s e a rc h h as fo u n d tra d c tầ irs to be a u s e tu l fo rm o f to u ris m p ro m o tio n for creating “w o r d - o f- m o u th ‘ a n d in c re a sin g p ro tlle T h e p a rtic ip a tio n o f Ila lo n g to u risn i in in te rn a tio n a l to u rism e x h ib itio n s a re o f grcat c ru c ia l a s it is th c tre n d in th c vvorlđ a n d H a lo n g to u ris m m a rk e te rs c a n g a in a lot o f k n m v le d g e o f p ro m o tio n a t th c in tc rn atio n a l S tan d ard T h is p a rtic ip a tio n is u su a lly s u p p o rtc d b y th e n a tio n a l to u rism a g e n c ie s, in th c a se V N A T In a d d itio n , H alo n g c a n b c th e d e s tin a tio n th a t h o st th e tra d c a n d to u ris m ỉầirs O v e ll, th e elT ectiv en css o t'p ro m o tio n a l a c tiv itie s fo r H a lo n g bay in p a rtic u la r and anv to u ris t d e s tin a tio n in V ie tn a m re q u ire s th e fo llo w in g c o n d itio n s • S m o o th c o o p e tio n a m o n g th e re le v a n t a g e n c ie s • P ro p e r p ro m o tio n s tra tc g y a im e d a t s p e c iiìc m a rk e t se g m e n ts • P ro m o tio n fu n d in g a n d h u m a n re c o u rse s • C h o ic c o f a p p ro p ria te p ro m o tio n a l to o ls a t th e rig h t tim es 80 A PPENDI X Name o f interviewwer: Number oỷ iỊnetionnaire: ' Questỉonnaire A s ih e stu d en ts from H anoi U nivcrsity, w e are c o n d u c tin g a survey on prom otional a ctiv ities o f I lalong bay for the graduation thesis T h a n k you to r your k in d n css to spend tim e on co m p letin g this questionnaire fo r yo u r help is terrib ly crucial to th e su ccess o f o u r study P lease be assurcd that your rcsponses vvill bc held in confidcnce P c r s o n a l p r o íìle Pleasc indicate your gcnđer? Q Malc Y our approxim ate agc: □ 65 _ □ G raduate Y our occupation: ũ S tudcnt o f education □ Service ũ Com m crcial G ĩínginccring □ O thers M a in c o n te n t H ave vou ever visitcd I ỉalong Bay beforc? □ Yes It your answ cr no to questíon # , have you cver heard about H along Bay? □ Ycs □ No □ No I Iow clid you hear about this area? (plcase choose one) Q radio/television Q ncw spapcr/m agazine G Internet Q Evcnts 81 U travcl brochure ũ w ord oi niouth LJ tour operator In gencral, w hat is your atritudc tovvarcls I lalong? □ Poor □ Fair Q G ood □ V e ry g o o d u Kxcellent 10 \V hat arc things w hen yoư think o f I ỉalong Bay and your atòtudes? - P oor Fair G ood Very good Hxccllent Scencry ồc seascapc I iospitality & services K ntertainm ent l;riendly peoplc Food and bcveragc 11 D o you rhink thc inform ation is? □ N o t uscfi.ll □ N o t uscful at a ll □ A little bit useíiil □ N eutral □ Uscíul Thank yoư so much Have a good trip! BIBLIOGRAPHY 82 I ỉalo n g M anagem ent D epartm ent R eport on th e I lalong bay tourism developm cnt in the p erio d 2001-2007 H along M anagem ent D epartm ent, R eport on th c im plem cntation o f R esolution 08/N Q -T U Ilalo n g M anagem ent D epartm ent, R ep o rt o n th e resu lts o f H a lo n g bay tourism d e v e lo p m en t 2007 Q u a n g N in h P eople C o m m ittc e , R eso lu tio n /N Q -T U on th e in n o v atio n an d e v e lo p m en t o f Q u a n g N in h to u rism 0 -2 5 A sh\vorth, G and Cìoodall, I9 8 b , M a rk e tin g T o u rism P laces R o u tled g e, N ew Y ork C o o p e r c t all, 1998, T o u rism P rin c ip le s and P c tic e , 2nd e d n , L ongm an l.o n d o n F rank I low ie, M an ag in g th e to u ris t d e stin a tio n , p M iddleton, V , 1994, M a rk e tin g in T rav el a n d T o u rism , 2nd edn, B uttervvorthH einem ann Ltd., Sim on H udson, D e stin a tio n M ark etin g , p.404 R E F E R E N C E W E B S IT E S w w w halong.org.vn H ttp: 10 89/go v /in d ex w w w halongtourism com w w w halongcity.gov.vn 83 ... a n d T o u ris m *** STUDY ON PROMOTIONAL ACTIVIES OF HALONG BAY TOURISM S ubm itted by Ngo Thu Ha A thesis submitted as the requirement for the degree of Bachelor of Tourism Management H anoi,... case o f Halong 21 T h e second one givcs the data on thc rcal outcom es oi' prom otion activities for H along Bay based on th e Ibrecasi and actual statistics A lso, a sm all survey w as conductcd... Sea-1 ialong one tour/day, I lai N am -H along one tour/tw o day and H ongkong-H along one tour/lìve d a y s These tours have contributcd partly to attract intem ational tourists to I lalong with