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Applying Local Marketing in Bac Ninh Tourism Development - 2


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Applying Local Marketing in Bac Ninh Tourism Development - 2


INTRODUCTION


1. Urgency of the topic

In today's era, Marketing activities are not only limited to a business, a profession, or a certain field or product, but are being developed increasingly strongly within a region, area, locality and country.

Localities today must operate as market-oriented businesses. Leaders need to know how to build their locality into an attractive product, and at the same time, they need to know how to effectively promote the unique features of this “product” to their target markets.

Marketing strategy requires localities to not only grasp customer needs but also deeply understand customer decision-making processes to have appropriate solutions to attract customers to the locality.

Marketing is understood in the broadest sense. Domestic and foreign investors, residents, tourists, and organizations only go to places that offer exactly what they need.

“The future development of localities does not depend on geographical location, climate, or natural resources. The future development of localities depends on the expertise, skills, and qualities of people and organizations in the “locality” (Philip Kotler)

Bac Ninh is an ancient land with many unique cultural traditions. Historical relics are closely associated with the process of formation and development of the country; it is the homeland of many historical figures and national heroes. Besides, Bac Ninh province is located close to the capital Hanoi, with convenient transportation by both road and rail. In general, the province has human tourism resources.


rich culture, with high historical and cultural values. In addition, Bac Ninh province also has its own characteristics that not every place has. For example, the largest pagoda system in the country; many traditional craft villages with high-value products bring in significant profits... There needs to be good orientation and appropriate implementation so that tourism can develop strongly, to be able to turn Kinh Bac land into not only a cultural and historical cradle, but also an attractive tourist destination, especially not only in the Northern region but also in Vietnam and the world.

Since the re-establishment of the province, the socio-economic development of Bac Ninh province has developed at a rapid pace, achieving many remarkable achievements, but in general, it has not fully exploited its potential and natural and social advantages due to some shortcomings in planning and implementing strategies and development plans... but mainly due to weaknesses and limitations in determining strategies and development plans from the perspective of applying Marketing to always be able to understand the situation well and propose appropriate and feasible plans and solutions. Therefore, it is necessary to have a systematic and detailed research, analysis and strategic planning with a local Marketing perspective. From there, a local marketing model for provinces and cities and implementation solutions can be built.

To achieve the set objectives, the topic needs to be researched scientifically and in detail. During the research and implementation of the topic, many questions arise that need to be clarified:

Theoretical basis of specific local marketing in tourism development?

Current status of applying local marketing in tourism development, case study of Bac Ninh province

What solutions need to be taken to improve local marketing to develop tourism in Bac Ninh province?


Marketing Management is an inseparable part of Business Administration or Enterprise Management. During my studies and research, I realized that it is necessary to build a systematic and scientific Marketing strategy from the beginning, not only for Enterprises but also for a locality, region or a country. That is the reason for choosing Local Marketing with the specific case of Bac Ninh province as my topic.

2. Research purpose and tasks

- Purpose: Proposing local marketing solutions to promote tourism development in Bac Ninh province.

- Mission:

+ Systematize theories related to local marketing as a theoretical framework for analyzing current situations and proposing solutions.

+ Analysis and evaluation of the current status of applying local marketing and the potential for tourism development in Bac Ninh province

+ Complete local marketing for Bac Ninh province and propose solutions to develop tourism.

3. Research object and scope

- Research object: Applying local marketing to develop tourism in Bac Ninh province.

- Research scope: Research on local marketing to develop tourism in Bac Ninh province in the period of 2011 - 2015; Propose marketing solutions for the period of 2016 - 2020

4. Expected contribution of the thesis

The author's research on the topic "Applying Local Marketing in Bac Ninh Tourism Development" aims to contribute:


+ Collect and systematize knowledge and theories related to local marketing as a theoretical framework for analyzing the current situation, building local marketing strategies and proposing implementation solutions.

+ Analyze and evaluate the current status of applying local marketing and the tourism development potential of Bac Ninh province, thereby maximizing the resources and development potential of the province's tourism.

+ Propose new directions, local marketing strategies, and implementation solutions as a solid foundation for sustainable tourism development in Bac Ninh province, in line with the province's development goals in the period 2016-2020.

5. Structure of the thesis Preface Introduction

Chapter 1: Overview of research situation and theoretical basis of local marketing

Chapter 2: Methodology and research design

Chapter 3: Current status of applying local marketing in tourism development in Bac Ninh province.

Chapter 4: Local Marketing solutions in tourism development in Bac Ninh province.

Conclude

References


CHAPTER 1: OVERVIEW OF RESEARCH SITUATION AND THEORETICAL BASIS OF LOCAL MARKETING


1.1. Overview of research situation

1.1.1. Research projects abroad

Philip Kotler (2004), Philip Kotler is considered the father of modern Marketing, Philip Kotler is also the first person to use the term Territorial/Local Marketing. Around the topic of "Marketing Place - Local Marketing" , P.Kotler (and colleagues) have published many works and they are important contributions, both in theory and practice of Local Marketing. Among them, it is impossible not to mention the lecture "Local Marketing - Marketing Asian Places" in the Fulbright economics teaching program. The work has provided the author with a solid theoretical basis to build a local Marketing strategy for Bac Ninh province. Specifically:

- Clarifying the subjects of local marketing

- Identify the target audience or customers that local marketing is aimed at

- What are the stages of building a marketing strategy for a locality?

- Specific strategies for developing a locality

Fulbright Economics Teaching Program (FETP) in Ho Chi Minh City, using three textbooks on local marketing

„„Fulbright Economics Program, 1999, Marketing places: Readings, Fulbright, Ho Chi Minh City‟‟ and „„Fulbright Economics Teaching Program, 1999, Marketing places: Syllabus, Handouts, Problem sets and Exams, Fulbight, Ho Chi Minh City‟‟ This is a study program on competitiveness and economic development from a microeconomic perspective. The objectives of the program


This course aims to answer the question: How can a locality build competitiveness to achieve its goals?

Joyce (2013) studied the theory of local marketing based on local economy. The scholar's theory suggests that a business can gain competitive advantage if it implements strategies (value creation) based on local unique resources that are difficult for non-local competitors to implement.

This theory can be widely applied in many different fields to explain (and provide management recommendations) for the strong and sustainable development of organizations and businesses.

Royer (2012) has studied in depth the theoretical basis of local marketing. The research topic and emphasizes the responsibility, capacity and innovation process of functional agencies. Research and use theoretical models, quantitative models to consider how to develop appropriate marketing strategies in a locality.

Thus, we can see that, with research works on local marketing in the world, it has affirmed the strength, influence and importance of applying local marketing theories to create a difference, make a mark for the locality with specific strategies and steps, so that each locality has its own direction and development.

Hoang Thi Thanh Van (2010) has specifically researched the planning and construction of an application model of Local Marketing for provinces and cities in Vietnam. In her research, the author has conducted extensive research in many provinces and cities across the country, contributing to the orientation of the research method and model for the thesis.


1.1.2. Domestic research projects

The issue of local marketing has been studied by many domestic and foreign authors. With the topic of building a local marketing strategy, in our country there are also many research works that can be mentioned such as:

Nguyen Chau Hung Vu (2011) has deeply assessed the current socio-economic situation of Quang Ngai Province. With the desire to contribute to the socio-economic development of his hometown Quang Ngai, the author has determined to carry out the topic with a scientific and serious working spirit to build a valuable document to help the provincial government to study and apply to the practical conditions of the locality. The topic has proposed systematic solutions with high feasibility, which are a valuable source of reference for the government. Some solutions can be mentioned as follows:

Perfecting the organization of local marketing management apparatus

Establish a department for market and product research and development

Reorganize the information department

Develop human resources to implement marketing strategies

Innovate, improve recruitment quality, attract human resources.

Implement well the training and development of human resources.

Arrange and use human resources reasonably and effectively

Management of local counterpart funds

Phan Thi Bich Hang (2010) oriented the research objective to clarify the theoretical basis of the tourism service business in Da Lat - Lam Dong, to study the advantages and difficulties in business development, to analyze statistical data to evaluate business efficiency; from there, the author proposed solutions, recommendations, development orientations and found solutions to overcome shortcomings and promote advantages for the industry.

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