According to the definition of the World Tourism Organization (UNWTO): “Tourism is understood as the sum of relationships, phenomena and economic activities arising from the journeys and stays of individuals or groups outside their usual environment for peaceful purposes. Their destination is not their place of work.”
According to the Vietnamese Encyclopedia, tourism is understood in two aspects:
Firstly, tourism is a form of active relaxation and sightseeing of people outside their place of residence for the purpose of: resting, entertaining, seeing scenic spots, historical sites, cultural and artistic works. In this sense, tourism is considered from the perspective of demand, the perspective of the traveler.
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Second, tourism is a comprehensive business with many high efficiency in many aspects: improving understanding of the traditional nature, history and culture of the nation, thereby contributing to increasing love for the country; for foreigners, it is friendship with their own people; in terms of economics, tourism is a very effective business sector, which can be a form of exporting goods and services on the spot. In this sense, tourism is considered from the perspective of an economic sector.
b. Tourism Marketing
According to the World Tourism Organization (UNWTO): "Tourism marketing is a management philosophy, thanks to which tourism organizations research, predict and select based on customers' desires, thereby bringing to market products that suit the desires of the target market, bringing high profits to that tourism organization".
Tourism marketing is the process of researching and analyzing customer needs, tourism products and services, and supply chain methods and support to bring customers to products to satisfy their needs while achieving the goals of tourism organizations.
c. The role of marketing in tourism business
Marketing plays an important role in the operations of tourism businesses, especially in the current market economy in our country, the application of marketing to tourism is increasingly necessary. Marketing represents the connection between needs and desires.
want the target market with the resources of the business, thereby satisfying the needs of the target market well.
On the other hand, due to the fixed and non-reservable tourism supply, tourism services can only be consumed on the spot. Tourism products are rigid and cannot follow the changes in tourism demand in space and time. Meanwhile, the demand for tourism is flexible, related to income levels and prices. sensitive to political and social situations. It is also shown by seasonal imbalances and lack of balance between holidays. Therefore, tourism marketing performs the function of connecting all business activities with the market to achieve the goals set by the business.
1.1.2.2 Communication channels in tourism business and promotion
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To promote the development of tourism, marketing strategies are extremely necessary. Currently, the rapid explosion of information technology brings great benefits to businesses, especially businesses in the tourism business sector. Some communication tools are chosen and used by many businesses in the tourism sector.
a. Travel website
Travel websites are always dominant in all tourism business activities. A website with many outstanding features and utilities will help tourists quickly update necessary travel information anytime, anywhere. When building a website, businesses need to pay attention to website optimization, integrating online payment features to bring the most convenience to each customer. Along with that, following the trend, travel website designs need to be built to be compatible with mobile devices because the majority of users today use mobile devices to search for information. Businesses should never miss the opportunity to own this potential customer base.
b. Social Network
Facebook is the largest and most popular social network today, so why don't you take advantage of this to conduct online business activities to promote your business brand? Businesses can take advantage of advertising forms from Facebook such as Fanpage, linking Facebook to the company website. In addition to Facebook, businesses can also use other social networks such as Google+, Twitter or travel forums to promote their brand as well as business activities. However, when using social networks, you need to pay attention to interactivity to have a methodical, effective campaign and attract attention from the community.
c. Blog
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Using Blog to promote online marketing activities is no longer strange to businesses. Build a systematic and long-term content plan for Blog, it will bring great power to promote business activities of the enterprise.
An example of a successful online media plan that combines the power of blogging and bloggers is the “best job in the world” campaign in Queensland, Australia. The Queensland, Australia tourism campaign, created by CumminsNitro, an advertising agency in Melbourne, Australia, generated 7 million unique views, 34,000 one-minute videos from 200 countries, 200,000 blogs and around 43,000 articles – a very high return on investment in the advertising industry, generating $150 million for every $1 million spent.
d.Youtube
Youtube is also a perfect channel for every business's communication plan. By creating short clips promoting tourism, your business will reach closer to customers.
e. Search Engine Optimization
98% of tourists will search for tours through travel websites of companies and businesses. So there is no reason why you should not optimize search engines so that your website can rank high on search engines.
search and thereby attract more customers. Moreover, smart mobile devices are also increasingly dominating the market, allowing users to quickly search for information here. Do not ignore reaching your target customers here.
f. Email Marketing
Email Marketing helps businesses market their products to customers faster and at a better cost-effective rate. However, to ensure that email marketing does not annoy customers and is not considered spam, the email content must always be fresh, attractive and useful to customers.
1.2 Some practical issues related to digital marketing activities of tourism businesses
1.2.1 Digital marketing activities of businesses in Vietnam
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Vietnam is considered a country with a rapid increase in internet usage. Along with the development of the world's digital economy today, Vietnam also contributes significant numbers, although Vietnam is still a developing country compared to other powers. Therefore, Vietnam is considered a potential investment area.
According to statistics from We Are Social in 2019 , Vietnam's population reached approximately 97 million people, with an urban population rate of 36%. In the same year, there were 64 million internet users, accounting for 66% of the country's population, with up to 58 million social network users on mobile devices as of early 2019, an increase of 8 million users compared to 2018. Along with the development of technology, mid-range and low-end phone lines are continuously being launched, helping many people easily own smartphones and access the internet. Although the population only reached
96.96 million people but the number of registered phone subscribers is up to 143.3 million. This shows that the majority of Vietnamese people have access to smart mobile phones and many people use 2-3 phones at the same time to serve their lives.
Figure 1: Overview of digital usage in Vietnam January 2019
( Image source: WeareSocial and Hootsuite)
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The Internet has become a daily activity, Vietnamese users spend an average of 6 hours and 42 minutes per day participating in internet-related activities. 94% of internet users in Vietnam use the internet every day. And 6% are the number of people who use the internet at least once a week. Looking at the statistics, we can see that internet users in Vietnam do not separate internet-related activities for more than a week.
Currently, the most popular websites for Vietnamese people are still Google, this is the most popular tool in the world and Vietnam is no exception. It can be seen that the platforms on Google bring Marketers many utilities, SEO activities, advertising... can be done on this website easily. The giant Google also knows how to optimize for users to keep them using. Facebook permeates every aspect of life in Vietnam. According to Similarweb's ranking of top websites, Facebook is the second most popular website in terms of traffic and time per visit and ranks first in terms of number of pages per visit. Some companies, mainly SMEs, sell their products through their pages. In addition, in Vietnam, C2C e-commerce occurs mainly on Facebook.
Figure 2: Most popular websites in Vietnam in January 2019
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( Photo source: WeareSocial and Hootsuite) In the era of strong technology development like today, digital marketing has been constantly changing, being ahead and grasping the fluctuations and trends of digital marketing is the key factor to help companies and marketers achieve success in marketing strategies for their brands and labels.
Marketing trends that are being applied by many businesses include:
Mobile Devices
Smartphones continue to be the most popular internet-connected device. Websites and social media have been key online marketing channels in recent years. Until 2020 and for many years to come, the trend of internet marketing will continue to grow.
Nowadays, the use of fixed devices to access the internet has gradually become obsolete and is replaced by the rise of smartphones. The reason for this trend is: users prefer the convenience and ease of connection of smartphones over bulky and heavy laptops, tablets, etc.
Website interface designers need to pay more attention to mobile users. The difficulty users have when experiencing websites on their phones is
They are limited by access capacity and the loading speed is also slower when using on computers. The screen is not big enough, causing users to have trouble with too much information and animations. Designing a website optimized for mobile platforms that is both beautiful and has an optimized interface while still being full of the information you want to convey is a difficult problem for marketers of businesses/organizations.
Using IoT (Internet of Things)
The “Internet of Things” has gone from a myth to a reality and is an effective digital marketing trend in 2020. IoT (Internet of Things) is a network of physical devices connected via the Internet to collect and transmit data. Simply put: you can connect your vending machine with a sensor, allowing it to notify the supply station when it runs out of stock. Light bulbs that turn on automatically using a mobile app, driverless cars, ... are all the results of IoT.
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Accordingly, IoT will become a digital marketing trend in 2020 thanks to the development and expansion of virtual networks and smart mobile. Sensor devices are also gradually becoming popular with increasingly low costs. They promise to become the perfect source of user data: fast, accurate and create great advertising plans.
However, IoT also has certain disadvantages: this technology requires businesses to focus on investing in security systems, improving information processing speed and strong internet connections.
Personalization
Users like to be cared for – that is the need for personalization to “reign” in digital marketing 2020. The actual customer experience in shopping will become the focus of digital marketing campaigns 2020. Thus, businesses will have to research and search to sketch out the portrait of target customers, aiming for more personal advertising content.
Specifically, consumers are increasingly “annoyed” by advertising and want to save time by skimming through marketing content that is not focused on addressing their needs. Messages that do not provide value are quickly eliminated.
quickly. Therefore, CX (Customer Experience) functions will be more focused on in digital marketing 2020.
Blockchain
Blockchain is considered a new factor forming a prominent digital marketing trend in 2020. Blockchain is considered the most advanced technology in the advertising industry today and promises to be one of the popular digital marketing trends in 2020. This technology allows unlimited information exchange but limits copying and changes. That means all data will be stored with the highest security based on the principle of decentralization.
Blockchain eliminates the middleman between consumers and businesses, bringing data directly from users to businesses. As a result, your customers will be more proactive in providing information and receiving advertising content.
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Geo-targeting
Geo-targeting is effective advertising based on the customer's location. Geo-targeting is a form of marketing based on locating the customer's current location, mainly aimed at local marketing. With Geo-targeting, advertising information will appear on websites that are compatible with the consumer's geographic location, proactively helping them solve their needs quickly and effectively. Therefore, to apply Geo-targeting, you need to upgrade the positioning technology to the most accurate level possible based on the IP of the access device that the customer is using.
The constant development of the internet and modern technologies will be the perfect environment for businesses to deploy truly effective new digital marketing campaigns in 2020. Along with the advantages, competition in the market will become increasingly fierce if most businesses have promptly applied and upgraded tools according to new trends.
1.2.2 Application of digital marketing activities of tourism businesses