CHAPTER 3: SOLUTION TO COMPLETE THE MARKETING STRATERY IN
3.1 Development trends in tourism market development in Vietnam in the coming time
According to the General Statistics Office, in April 2017, the number of international visitors to Vietnam continued to grow well, reaching 1,071,650 arrivals, an increase of 34.0% over the same period in 2016. This is the month.
For the fourth consecutive year in 2017, international arrivals to Vietnam reached more than 1 million arrivals in a month.
In the first four months of 2017, the total number of international visitors is estimated at 4,284,130 arrivals, up 30.3% over the same period in 2016. The number of passengers traveling by air continues to account for the largest share, reaching 3,511. 446 arrivals, an increase of 32.6% over the same period in 2016.
The number of passengers traveling by sea reached 161,844, an increase of 77.6% and the number of passengers traveling by land reached 610,840, an increase of 11.1%.
On the tourist market, Northeast Asian tourists grew well, of which China reached 1,271,652 arrivals, an increase of 61.1%; South Korea reached 701,837 turns, up 35.15%; Japan reached 261,571 votes, up 6.6%; Taiwan has 199,032 visitors; Increased by 22.3%. The total number of guests in North East Asia reached 2,431,992, accounting for 56.8% of the total number of international visitors to Vietnam in the first four months of 2017.
Western Europe tourism continues to grow, with the UK market at 106,463 arrivals, up 12.6% over the same period in 2016; France reached 105,322 arrivals, an increase of 12.6%; Germany reached 82,851, an increase of 17.6%; Italy reached 21,889 arrivals, an increase of 16.3%; Spain gained 16,338
votes, up 32.2%.
In addition, other markets also grew as good as Russia reached 230,946, up 60.3%; The United States reached 228,521 arrivals, an increase of 9.1%;
Australia reached 130,332 arrivals, up 5.7%.
The Southeast Asian market has seen positive growth over the same period in 2016: Cambodia reached 75,189 arrivals, an increase of 38.6%; The Philippines reached 41,327, an increase of 20.7%; Malaysia reached 152,753 arrivals, an increase of 19.6%; Thailand reached 109,234 visitors, up 15.8%. -
Vietnam National Administration of Tourism
(http://vietnamtourism.gov.vn/index.php/items/23689)
According to the latest information in the Global Tourism Competitiveness Report published by the World Economic Forum (WEF) by the end of the first quarter of 2017, Vietnam tourism is ranked 67/136 countries,
Compared with 2015 is 75/141.
Prominent factors for the competitiveness of Vietnam include cultural resources (30th), natural resources (34th) and price competitiveness (35th). ). Vietnam also showed strong improvement in capacity and use of information technology (grade 80/136, 17 degrees increase compared to 2015). Notably, the labor force and labor market indexes have seen considerable progress, from grade 55/141 (2015) to 37/136, an increase of 18.
In particular, the index of Vietnam's security and safety rankings was the strongest in the Security and Safety Index with a ranking of 57/136, an 18-fold increase over 2015. And attractive destination for international tourists.
Vietnam's tourism needs to further improve the indicators: environmental sustainability, The school, the level of waste, the quality of tourism infrastructure, the level of Deforestation and the de minimis on water treatment, the level of entry visa requirements, and public expenditure on tourism.
To achieve the goal of welcoming 20 million international visitors by 2020, the Tourism Authority of Thailand
Defining that goal, in 2017, the tourism sector will promote tourism in more depth, more focused on the key markets of Northeast Asia, ASEAN, West Europe, North America and the rest are emerging markets
Needs, preferences as well as the capacity of the key markets of Vietnam tourism in recent years, clearly shows the advantages. Points, advantages, as well as the position of each market in the overall tourism industry in Vietnam. In particular, it shows the potential contribution of economic efficiency to total tourism income.
With the analysis and assessment of key markets, based on the resources of Vietnam tourism ..., in the coming years can orient and develop key tourist market groups and product groups. Travel products in the following major perspectives:
Regarding the development of key markets:
- To prioritize the development and attraction of high-paying market segments for tourism services, with special attention paid to commercial tourists from Japan, South Korea, Taiwan, France, USA ... This is a low-density market, so it does not put pressure on resources - environment, control, etc., but it can make a big contribution to the total income of the tourism industry. The calendar, while not affected by the seasonal factor in tourism.
- Focus on exploiting groups of markets for the purpose of visiting pure tourism, long stay, able to follow the package tour. This is the predominant market segment of Vietnamese tourism now and in the future, occupying a large proportion, long stay and relatively high affordability, contributing the bulk of the total tourism income. . On the other hand, this market group often follows the package tour so it is easy to control, not much influenced by the seasonal factor in travel.
- Focus on effective exploitation of potential markets. In addition to the traditional markets (mentioned above), in the coming years tourism Vietnam needs to aim at exploiting some potential markets. These are some of the markets that tend to Southeast Asia, with a preference for sunny, sunny beaches all year round to enjoy ocean cruises, sightseeing, shopping ... (like Russia, Ukraine, Eastern European countries, Nordic countries ...).
- Prepare the necessary conditions to exploit the tourism market under special themes. This is a group of highly financial, educated and highly educated people who are willing to participate in special thematic tourism programs that Vietnam
conquering rugged peaks, organizing political events - diplomacy - culture - sports - science and technology etc.
Regarding the development orientation of tourism products:
- To focus on investing in building a system of typical tourist products based on the exploitation of unique and unique tourism resources with special strengths.
- Investment, construction and development of tourism products must be sustainable, stable and long-term.
- Tourism products must be unique, of high quality and competitive in the regional and international markets.
- Invest To build some special tourist products with national brand names bearing Vietnamese images known internationally. Orientations for the development of some of Vietnam's top tourist products
Vietnam's World Heritage Tourism: Up to now, Vietnam has had 15 world cultural heritages, including 7 cultural heritages Halong Bay, Thang Long Citadel, Ho Dynasty Citadel, Phong Nha Ke Bang, Hue Citadel, Hoi An Ancient Town, My Son Monuments); 6 intangible cultural heritages (Folk Quan Quan, Giong Festival, Ca Tru, Xoan singing, Hue royal court music, Gong culture space in Central Highlands); And document heritage (Dr Van Mieu Quoc Tu Giam, Moc Moc Nguyen). These are very special tourist resources, cultural characteristics of Vietnam. On the basis of exploiting these characteristic cultural values, it is possible to build unique and high quality tourism products such as tourism to study the world heritages. of Vietnam; Travel the Central Heritage Route; Travel the legendary Central Highlands; Palace Tourism; Quan ho folk
songs, etc. The tourism products of the World Heritage Tourism Group of Vietnam can meet the high-income, educated, inquisitive people. Culture ... (may come from every country).
Cultural Tourism Tours: Vietnam has a unique cultural treasure throughout the history of building and defending the country of 54 ethnic groups. It is a system of historical relics - revolution; Is a system of festivals, traditional villages; Is the culinary culture of the regions, of the ethnic groups; Are cultural heritages and folklore ... This is a strong and different tourist resources of Vietnam. Based on this unique resource, it is possible to build unique tourism products for each region, region, etc., on different topics such as: Tourism (Ha Long, Ban Gioc Waterfall, Ba Be, Trang An, Da Lat ...); Study tour of craft villages (Bat Trang, Van Phuc, Lang Sen, etc.); Festival travel (Hoi Giong, Yen Tu, Hung Temple, Khau Buffalo, Black Mountain, Sam Mountain ...); Traveling to culture and folklore (Water Puppets, Ca Tru, Quan họ, Xoan singing, Cai Luong ...). Tourist products belonging to Tourism group to study and study culture can meet for all.
Average income, interested in exploring, cultural understanding ... (can come from all countries).
Resort and beach holidays, islands associated with high-end resorts: With thousands of kilometers of coastline; Thousands of small islands; Hundreds of white sand beaches all year round are full of sun and wind with warm blue sea ...
Vietnam is really the paradise of the sea island. This is a great advantage of the sea tourism potential of Vietnam, it is possible to exploit the construction of luxury resorts (can create brand for tourism in Vietnam) combined with many other tourism products (Relaxation, bathing, mineral bathing, golfing, sea sports,
boat racing, surfing, scuba diving, MICE tourism ...). The areas can build high- end resorts - Vietnam's tourism brands include Lang Co, Nha Trang, Ninh Chu, Mui Ne, Long Hai, Con Dao, Phu Quoc. Tourism and beach resorts can meet the target audience of high and high income, have a long stay, ready to use additional services such as health care, rehabilitation ... (May come from all countries, especially middle-aged Japanese, Russian markets, Eastern Europe ...). Mountain tourism (temperate climate in the tropics): In Vietnam, there are some plateaus, high mountains with temperate climate year round, beautiful scenery ... suitable for health restoration. This is a distinct characteristic of tourism resources compared to other countries in the region. Therefore, it is possible to exploit these advantages to build upscale mountain resort resorts (which can also be used as a brand for Vietnam tourism) to serve high income earners. Luxury resorts can be used to build complementary tourism products such as mineral baths, medicinal baths, physiotherapy, rehabilitation, golf, casino, etc. Additional areas Construction of high-end resort resorts including Mau Son, Sa Pa, Moc Chau, Tam Dao, Ba Vi, Bach Ma, Ba Na, Da Lat, Mountain nests can accommodate high income earners who have a long stay and are ready to use complementary services such as health care, rehabilitation ... (may come from all countries). Especially elderly people in Japan, Korea, Western European markets, ASEAN ...).
Ecotourism, fruit gardens, waterways: Vietnam now has 30 national parks, 6 biosphere reserves and hundreds of nature reserves are distributed throughout the country; There are diverse ecosystems with high biodiversity values (coral ecosystems, wetland ecosystems, coastal sandy ecosystems, tropical forest
ecosystems). Besides, The Mekong Delta has an intricate network of canals and mangroves, and the gardens are full of year-round fruit trees. These are really precious resources and the strength of Vietnam. Nam to develop ecotourism, river tourism, countryside tourism. With these unique resource values, Vietnam tourism can be used to develop the following tourism products: ecotourism (see national parks, bird watching in Tram Chim National Park Birds, Xuan Thuy, Ca Mau, scuba diving in coral reefs in Ha Long, Cu Lao Cham, Nha Trang Bay ...
see turtles laying eggs in Con Dao ...); River tours - garden tours (visit the gardens, enjoy the fruit trees and the Mekong Delta, visit the floating market, discover the mangrove forests of Can Gio, U Minh, Dat Mui ...). Tourism products in the group of ecotourism, fruit gardens, rivers and water can meet high-income earners, young to middle age, educated, curious, Like to explore nature ... (can come from all countries, especially Japan, Australia, USA, New Zealand, Western Europe ...).
Traveling, researching and exploring caves: The cave system in Vietnam is very diversified and abundant, widely distributed, especially in the Northern and North Central Mountains. There are caves associated with the evolution of the ancient Vietnamese (Nguoi Xua Cave, Hamlet Cave, Con Moong Cave, Nui Mountain ...); There are cave systems (Thien Cung grotto, Virgin cave, Sung Sot cave, Bo Nau cave, Dau Go cave ...) associated with the majestic landscapes - World Heritage Ha Long Bay; There are 7 most beautiful caves in the world with 7 Guinness records (the longest cave, the highest and widest cave, the most beautiful sand and rocks, the most beautiful lake, the stalactite The longest underground river, the longest and most beautiful dry cave), Phong Nha cave -
World Heritage. Only ever enough to show that the cave system is a strength, is the difference in resources of tourism in Vietnam. With that strength, with the difference, Vietnam tourism can exploit the construction of specific tourism products that are competitive as follows: Archeological tourism (associated with the cave system) Traveling to Phong Nha cave - World Heritage (or Phong Nha cave tour - Guinness World Records), Ha Long Cave exploring the wonders of the world, etc. Tourism products Traveling, researching, and exploring caves can be done by visiting scientists, researchers - explorers, high-income visitors, young to middle-aged , Educated, curious, interested in exploring, adventurous ... (can come from all countries, especially England, France, Australia, USA, Canada, Japan, New Zealand ... ). + Adventure tourism on special topics (scuba diving, mountain climbing, ballooning, skydiving, roller coaster ...): Vietnam has many types of topography, from high mountain to hilly Du, delta, coastal ... Diverse terrain, especially high mountain terrain has created many scenic spots with high peaks, deep pools, majestic waterfalls (mountains of the North West, Son, Tay Nguyen ...). These are the specific resource values and conditions required to develop the type of adventure sports tourism. With the characteristics of diverse terrain, Vietnam tourism can exploit the construction of tourism adventure sports products as follows: Tourism conquering Indochina Mount (Mount Fansipan peak 3,142m) or Tourism Climbing - conquer the peak (Fansipan, Pusilung 3.076m, Puluong 2.893m, Tay Con Linh 2.419m ...); Hot air ballooning (gliding over the Ha Long Bay skyline, Nha Trang Bay, the majestic northwestern region ...); Travel gliders, parachuting (in the valley, the scenic plateau like Lang Biang - Da Lat, Moc Chau - Son La, Sin Ho - Lai Chau ...);
Cruises (Ha Long, Co To, Cu Lao Cham, Nha Trang Bay, Con Dao ...). Tourism
products in the Specialized Adventure Travel category can be tailored for teenage visitors (possibly for middle-aged adults), who enjoy exploring, adventurous ...
(may come from all countries, especially Australia, New Zealand, Canada, Japan, ASEAN ...). (Http://www.itdr.org/en/index.php?name=Downloads&lang=en -lich-cua-viet-nam.html)