contributing to the formation of a comprehensive and synchronous tourism development link between localities in the region with typical tourism products, making tourism an important economic sector, creating a driving force to promote the development of other economic sectors, contributing significantly to hunger eradication and poverty reduction and rural development, ensuring security".
To serve tourism development, the total investment capital demand for tourism development in the Central Highlands in the period of 2014 - 2020 is estimated at VND 60,270 billion (USD 2,940 million), including investment capital from the budget and capital mobilized from other economic sectors, focusing on modernizing infrastructure, forming key tourism centers and linking green, clean and strong tourism spaces in the region. Committed to implementing preferential policies and solutions to increase investment attraction for tourism development in Buon Ma Thuot - Dak Lak.
Strengthening preferential forms and investment cooperation in tourism development, especially with specific tourism products of Dak Lak province. Focusing on developing tourism infrastructure; Implementing support mechanisms of the Government, localities must commit to accompany investors. The province needs to promote the construction, upgrading and completion of key inter-regional traffic infrastructure such as: roads: completing National Highway 14 - connecting the Central Highlands with key economic zones and seaports, the Vietnam - Laos - Cambodia development triangle; Air routes: investing in upgrading Buon Ma Thuot airport to become an international airport, opening new routes connecting the Central Highlands with domestic cities.
The province needs to proactively build and promote a coordination mechanism and link with the Central Highlands and Central provinces to increase investment attraction. The People's Committee of Buon Ma Thuot City and Dak Lak Province need to have a mechanism to closely coordinate with the Central Highlands Steering Committee and the Foreign Investment Agency, the Central Investment Promotion Center, coordinate with investment promotion representatives in countries such as the United States, Japan, Russia, the European Union, Korea... organize investment promotion delegations abroad at least once every 2 years to support each other in welcoming investors to survey and seek investment opportunities, and establish joint teams.
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Industry and inter-regional solutions to solve difficulties and obstacles for tourism businesses in developing tourism products.
Innovate state management of tourism; Have appropriate policies on preferential treatment and open procedures to attract investors to participate in the design and construction process to create diverse tourism products with unique characteristics and high competitiveness; Focus on developing the coffee tourism value chain. The province also needs to implement investment incentives in the specific tourism sector.
Increase investment capital to support the budget from the Central Government in the initial stage, for example, support 50% of the investment value of building essential infrastructure; Support 50% of the difference between the bank's lending interest rate and the development investment fund within 5 years.
The province and relevant departments and agencies need to consider creating all favorable conditions in terms of mechanisms and policies in tourism development investment for domestic and foreign investors participating in tourism projects in the province. Support the necessary capital for the creation, construction, design and development of new, unique and specific types of tourism products, typically the typical coffee tourism product.
Upgrade traffic routes in areas leading to the area, tourist attractions to learn about coffee. Install and complete lighting systems, signs and functional auxiliary works to create clear and safe observation conditions for residents and tourists during sightseeing activities.
There should be mechanisms and policies to support the community in investing in technical facilities, training skills in organizing and managing tourism activities in the community. Invest in building works such as: rest houses, shopping areas, souvenir shops, public toilets, rest stops, medical stations, communication systems, etc. in a synchronous manner at the entrances and exits of the area, tourist attractions to learn about coffee; Support people in service business activities to increase the effectiveness of attracting and serving tourists. Currently, there are still many tourist attractions leading to the coffee garden that have not been upgraded, hindering travel activities for tourists and locals, lacking stalls providing and selling necessary consumer products to serve the needs of tourists.
The government needs to pay attention to opening tourism training courses to equip people, especially households living nearby and individuals directly involved in guiding tourists to learn about coffee, with in-depth knowledge and skills to better serve customers.
4.2.3. Develop a tourism brand development plan
In tourism development, finding unique features, building distinctive features of typical tourism products to form an impressive brand for the locality is of particular importance. Building tourism products is exploiting the potentials, resources, and specific cultures of each destination, each place; We must pay attention to the uniqueness and differences of the products, must integrate the unique cultural values of the locality into tourism activities to serve tourists, especially emphasizing the valuable role of coffee tourism products.
It is necessary to pay special attention to the work of mythification, legendization, and historical development for each tourism product. In particular, coffee tourism products contain all of the above elements.
In addition to the advantages of natural resources, diverse cultural identity and available tourism products, Dak Lak tourism industry needs advice from experts and large travel agencies to build Dak Lak tourism products responsibly, then the Buon Ma Thuot - Dak Lak tourism brand will have its own identity and sustainability.
Invite leading experts in the field of sustainable development and branding to contribute ideas and advice on how to make the project feasible and highly effective.
Strengthening State management of tourism management, ensuring the epidemic environment; Doing a good job of propaganda, communication and mobilizing all levels, all sectors, all classes of people to participate in marketing activities, promoting the local tourism image to affirm the position of the province's tourism brand in the overall tourism market of the whole country.
On the basis of existing products, it is necessary to link with events to create vibrant destination activities, consider the tourism brand associated with coffee as the brand of Dak Lak to promote, link with major tourist centers such as Hanoi, Ho Chi Minh City, Da Nang, and the South Central Coast to support the promotion and connection of island resort tours and Central Highlands cultural and eco-tourism.
The value of building a specific communication strategy to convey messages to the target market. Delivering on the brand promise is also a way to help identify what is the most important task. What makes you stand out from the crowd and what values will guide strategic decisions. Understanding your own brand will help managers have the same goals as the community, with units and individuals working in tourism. From there, plan strategies and make tactical decisions that reflect the values, beliefs and purposes.
- Build brand communication plan:
- Determine the communication tools to be used to influence the target audience
- Clearly articulate the destination's brand messages and ensure they are reflected in all communications
- Establish a communication plan so that the supplier always exists next to the target customers.
Values create a differentiated and trustworthy brand. Like all established brands, when establishing a differentiated and trustworthy brand, the characteristics that are relevant to the target customers, it is necessary to ensure that all external images of the subject (Dak Lak tourism) must reinforce the brand messages in the minds of tourists. Both defining the compass and clearly presenting what has been, is and will be needed for the Dak Lak tourism industry to develop.
- Control factors that can affect the brand:
- Surely everything around the destination brand has the same message.
- Build and strengthen tourism business activities, promote tourism of
local authorities and ensure that all community members understand the tourism manager's brand message
- Establish appropriate partnerships to extend the brand and achieve added value.
4.2.4. Orientation of propaganda and promotion work
The issue of promotion is especially important. Dak Lak needs to promote an increasingly professional tourism image, especially fully conveying the most typical, unique, and culturally rich values of the region, emphasizing the importance of outstanding values from coffee to domestic and foreign tourists.
Organize the annual “Coffee Culture Week” at locations focusing on economic, cultural and tourism development nationwide and in foreign markets with potential for cooperation in developing tourism products, especially markets with high coffee consumption and strong financial capacity.
Effectively promote tourism through activities such as the annual “Art Creation Camp” about coffee, inspired by the value of coffee trees to gather many experts, researchers, culturalists, and people with positive influence in fields such as: economics, culture, tourism, art, architecture...
Pay more attention to the organization of Buon Ma Thuot Coffee Festival to create an image with strong appeal to the world; Promote rapid investment in projects with global promotion such as: World Coffee Museum Project right in Vietnam,...
In addition to building a brand with its own identity, the local tourism industry needs to do a good job of propaganda to effectively convey messages, symbols, and images of Dak Lak tourism to tourists. Promotional work must be implemented consistently and persistently through advertising campaigns using various media. Arrange and install symbols and works with strong cultural characteristics of the Central Highlands at gateway locations.
into the city center, creating an impression for tourists when coming to Buon Ma Thuot - Dak Lak.
Organize more cultural events, tourism festivals, seminars, conferences... focusing on fully conveying coffee values into the agenda, main and side activities. Strengthen cooperation in developing domestic and foreign tourism.
Strengthening tourism investment promotion; Introducing tourism products, services, and local tourist destinations through tourism fairs, etc. Organizing famtrips for tourism businesses to explore local cultural values to develop tourism programs and tours, etc.
Increase funding for training and developing human resources to serve tourism development. Have policies to encourage training and fostering tourism knowledge and support businesses in training plans to foster professional skills, communication skills, and behavior for tourism human resources.
Invite large travel companies to the locality to organize seminars on tourism products and brands; Actively participate in national and international fairs and seminars... in provinces and cities with a large number of tourists.
Propose that local TV stations allocate a certain and stable amount of time for state promotion agencies and businesses to promote tourism products for free; Make agreements with local TV stations that are affiliated with cities and provinces to jointly promote each other's tourism products and brands, creating a wide range of information to many tourist groups across the country.
4.2.5. Linking businesses in developing tourism products and brands
To have quality tourism products that meet the increasingly diverse needs of tourists as well as have a brand, it is necessary to strengthen cooperation, constantly exchange, regularly summarize and share experiences between local authorities at all levels with tourism companies, travel agencies, organizations and individuals participating in tourism activities to bring tourists the best tourism products, avoiding duplication.
With its clear advantages and central location, Buon Ma Thuot – Dak Lak is the most suitable intersection and connection point in the strategy of cooperation in developing tourism economy between neighboring localities and the whole region at all levels. Especially between tourism businesses in cooperation to create perfect tourism products to serve tourists.
Currently, in Dak Lak, there are many units and individuals participating in accommodation business activities, mainly concentrated in Buon Ma Thuot city, with over 30 units providing tourism services. Of which, there are nearly 10 international travel business units and 25 domestic travel business units. Prominent among them are Dang Le Tourism Investment Company Limited, Dam San Tourism and Trade Investment Company Limited, Kien Cuong One Member Company Limited, DakViet Tourism Company Limited, Vietnam Highlands Travel Company Limited... These are the units that have initially exploited and brought their tourism products to serve tourists with the purpose of promoting coffee.
As for Dang Le Tourism Investment Company Limited, as a pioneer in exploiting tourism programs that connect coffee sightseeing spots and also a reputable unit in the coffee business, it has partly built its image and position in the market, while other tourism businesses in Dak Lak have not really agreed with each other on how to cooperate to create a tourism product with high efficiency in promoting the brand. Therefore, businesses need to sit together to discuss and come up with ideas to implement, from which they can build a process and effectively exploit the values of coffee to create tourism products that are attractive to tourists, because coffee is a product with a global value chain and is a typical overall product.
Take the typical case of when the coffee flower season comes, local tourism businesses can discuss with the government, cooperate with relevant agencies to allow the organization to design sightseeing tours to see the whole city from above with special flying vehicles such as helicopters or hot air balloons... to serve the sightseeing needs of tourists.
customers. Along with that is building a business system and additional services such as: Selling sightseeing tickets, vehicle rental costs, drivers, other services, etc.
For localities, it is necessary to cooperate in regional linkages, especially the Central Coast - South Central Coast; Connecting the Central Heritage Road, the East - West Economic Corridor... Linking will promote comparative advantages in terms of potential and resources for tourism development, while supplementing limitations. Through linkages and cooperation, resources will be strengthened to enrich and diversify tourism products, creating unique and high-quality tourism products..., thereby increasing the competitiveness in tourism development of the locality.
Tourism businesses should cooperate, share and unify their methods to be able to serve large groups of tourists that an independent unit cannot meet. Both cooperation and learning and healthy competition will be important factors contributing to improving the quality of tourism products, thereby creating a good impression in the hearts of tourists.
Association on a voluntary basis, focusing on the operational efficiency of tourism enterprises; Strengthening coordination to improve the effectiveness of state management, development orientation, support promotion and human resource training. Association for tourism development must supplement, overcome limitations, promote tourism strengths of the associated parties to create brands and increase competitiveness.
The current state of deterioration of public toilets at most tourist attractions is also an obstacle and inconvenience, significantly affecting the quality of service for tourists. The government as well as tourism units need to pay timely attention, quickly fix or invest in rebuilding public toilets that meet the prescribed standards, and at the same time renovate flower beds in some areas in the city center to increase the aesthetics.
For the preservation of traditional culture, especially gongs, it is of great significance. If businesses and villages need to regularly maintain