Overseas Vietnamese Americans have all lived in Vietnam for a while, so they have a concept of the wonderful features of Da Lat. Moreover, the cost of vacationing in Da Lat is significantly lower than in other places in the world such as Switzerland and Spain, while the quality of service is not much lower, and they can also combine visiting relatives, friends, etc. In the statistics of the number of visitors over the years, American visitors, especially overseas Vietnamese, always account for 20 - 30% of international visitors to Da Lat.
For the Japanese market, this is a very demanding market, but it is a potential market for resort tourism. Dalat has all the advantages to attract older Japanese tourists: quietness, fresh natural environment, no presence of polluted industrial life, elegant and gentle style, affordable prices. Combined with the 18-hole Doi Cu Golf Course and the 36-hole Golf Course system about to be built, Dalat has completely satisfied the Japanese people's hobby of playing golf. The Japanese market is famous in the world as a huge tourism market, tourists spend a lot but they also demand services of a commensurate level. Moreover, for older Japanese people, they always consider Vietnam a familiar place, with many cultural similarities with Japan such as the art of paper folding, handicrafts, ceramics, the art of meditation, tea ceremony...
The EU market, mainly the French market, is also a potential market for Da Lat resort tourism. For Europeans, Vietnam or Southeast Asia is an attractive destination. However, they only come here to explore, the majority of visitors are young people. According to the survey results of travel companies, European tourists often do not like to stay long in Da Lat because it has characteristics similar to those in their homeland. The reason for this phenomenon is that Da Lat tourism products are still monotonous and not unique. If promotional campaigns for resort tourism are
If we promote effectively, we will immediately have a large number of elderly French tourists who have many memories of Da Lat. For them, Da Lat is a series of miniature memories of what they have experienced in life. With a relatively large budget, European tourists will come to Da Lat to enjoy a fresh, wild natural landscape with a European appearance but an Asian service style. Combined with programs to restore the French architectural system in Da Lat as well as restore the French-speaking movement in Da Lat like in the 30s of the last century, Da Lat will attract tourists from this market.
Australian market, this is a relatively new market for Da Lat's resort tourism. Australian tourists are mainly young people who love to explore. Da Lat also has attractive features for this tourist route because it has the characteristics of a European city in the middle of a tropical region. In recent years, Australia is a country with very close relations with Vietnam. Investment projects as well as cooperation programs have developed significantly. Australian businessmen are increasingly present in Vietnam. During their time working in Vietnam, they will have the need for resort tourism. Compared to other resort tourism centers in the region, Da Lat will have a significant advantage due to its close distance to Ho Chi Minh City, the cost of a suitable tour while the quality of service and natural environment are not inferior. According to statistics on the number of visitors over the years, Australian tourists account for about 15% of the total number of international visitors to Da Lat. Combined with promotional programs for Da Lat tourism in this potential market, this is a relatively large market.
3.3.3. Dalat tourism marketing strategies in the coming time
The marketing strategies for Da Lat tourism in the coming time include 4 main strategies: product strategy, price strategy, distribution strategy and promotion strategy. The strategies are set based on the potential tourism conditions of Da Lat, in line with the tourism development goals until 2010 of the Da Lat - Lam Dong tourism industry in particular and the whole country in general, and also in line with the current economic development situation of Da Lat city.
3.3.3.1. Develop a system of unique tourism products that are competitive enough in the market, while diversifying and improving the quality of tourism products.
The product strategy of Da Lat tourism is to develop a system of specific tourism products based on the tourism resource conditions of Da Lat.
Accordingly, resort tourism, eco-cultural tourism, and conference and seminar tourism will be the strengths of Da Lat's tourism products. In the tourism development orientation of Da Lat - Lam Dong, these types are also identified as the main development directions.
Resort tourism - a comparative advantage of Da Lat: The nature of Da Lat as a resort city was determined right from its formation. And resort tourism is considered a comparative advantage of Da Lat tourism, which is expressed in the following factors: natural resources, human resources, geographical location and brand.
Regarding natural resources : In Southeast Asia, there are not many places with a cool and fresh climate like Da Lat, especially with vast pine forests suitable for relaxation and health recovery. If compared with domestic tourist centers, there is no place with the same advantages as Da Lat. In the North, there is Sapa, but Sapa's climate is harsh, with high temperature differences and high humidity, only suitable for sightseeing trips.
sightseeing or exploration. In the region, we have some tourist centers with similar characteristics to Da Lat such as Chiang Mai (Thailand), Baguio (Philippines)... these places also have similar advantages in terms of climate, pine forests, and landscapes, so in planning Da Lat, we need to promote other factors to increase our competitive advantage.
Regarding human resources, especially the human factor : the style of Dalat people is elegant, gentle, and hospitable. This is an extremely important virtue that we need to promote when developing tourism. Not every locality has such styles. Therefore, when thoroughly trained in professional skills and reception technology, we will have an ideal staff for the tourism industry.
An advantage of combining both human and natural resources of Da Lat is its tranquility. The tranquility of Da Lat is a product, an invaluable resource for the development of tourism here, especially for resort tourism.
Regarding geographical location : if it is for other industries, Da Lat has a relatively inconvenient geographical location: not located on the main traffic routes, undulating hills, narrow and winding roads... But for the tourism industry, Da Lat's geographical location is very convenient: the road connects to the center of Ho Chi Minh City in only about 5 - 6 hours and in the near future when the Dau Giay - Da Lat highway is completed, the time will be shortened even more; connecting to the coastal city of Nha Trang in only about 3 hours; connecting by air to Ho Chi Minh City in only 45 minutes, to Bangkok or Singapore in only 60 minutes. With this location, Da Lat is very convenient for tours connecting Ho Chi Minh City or Nha Trang, or tours going directly from countries around the world transiting Bangkok or Singapore.
Brand : Although not yet well known on the world tourism map, for the domestic market and some countries, Da Lat is also synonymous with a place with a cool, fresh climate, an ideal resort. When building a resort in Da Lat, there is no need to explain much in advertising messages, visitors can immediately imagine the amenities and wonderful properties of a cool mountain area with fresh air. This is an important advantage, while other localities, when wanting to build a resort, have to spend a lot of effort, time, and money to promote and convince visitors that their locality is suitable for resort tourism.
Thus, with its comparative advantages, one of the most suitable tourism products for Da Lat tourism is high-end resort tourism. The main market of this product is elderly tourists from Japan, Korea, and Northern Europe. In the context of the region's aging population, increasing income and social welfare, this is an attractive market. Positioning the product as a high-end resort can select tourists, and have the conditions and means to protect the natural environment. Moreover, with suitable prices, revenue increases, profits are large enough to attract domestic and foreign investment capital.
Table 6. Comparison of characteristics of 3 localities with potential for resort tourism in Vietnam.
Local
Criteria
Dalat | Sapa | Tam Dao | |
Height vs. sea surface | 1500m | 1560m | 900m |
Geographical location | On Lang Bian plateau, South Central tourist area | On the slopes of Fansipan Mountain, the northern tourist area set | On the top of Tam Dao mountain, the northern tourist area |
Tourism potential | temperate climate, environment | Cold climate, | Good climate, suitable |
calendar | quiet school, | beautiful scenery, | type organization |
clean, win | suitable type | vacation pictures | |
beautiful, suitable | tourist image | nourish | |
with vacation travel | mandarin | ||
care, take care | |||
mandarin,… | |||
Medium temperature average year | 18.3 degrees Celsius | 15.3 degrees Celsius | 18 degrees Celsius |
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Currently, Da Lat is implementing two major projects: the high-end resort Dankia - Suoi Vang and the Tuyen Lam lake resort. According to the Government's planning, Dankia - Suoi Vang, a comprehensive mountain eco-tourism resort, is one of the four comprehensive tourist areas of the country (the other three are: Ha Long - Cat Ba sea and island tourism complex associated with the key economic area of the North; Canh Duong - Hai Van - Non Nuoc sea sports and entertainment complex associated with the dynamic economic area of the Central region;
Nha Trang Bay complex associated with Hon Mun nature reserve, Hon Tre island). Tuyen Lam Lake tourist area is one of 30 thematic tourist areas of the country.
In Dankia - Suoi Vang, the idea of Japanese investors is to build a "romantic city" in this place with many villas, 5-star hotels, schools, hospitals, churches, golf courses, entertainment areas, valleys, flower hills with typical flowers of Da Lat.
Tuyen Lam Lake tourist area is planned not only as a tourist area but also as an urban area - an eco-tourism urban area with an area of up to 28,000 hectares. This is the first eco-urban area in Vietnam with strict requirements from planning to construction and especially when put into operation, to ensure the sustainability of an eco-urban area. To serve this goal, Lam Dong province has reserved 2/3 of the project area (nearly 2000 hectares) including the forest area in the southwest, south and northeast of Tuyen Lam to develop eco-tourism with outdoor activities, research, camping, mountain climbing, yachting, exploration, walking in the forest... especially when organizing cross-forest tours, in-depth eco-tourism tours such as bird and animal observation. Accommodation areas, wildlife rescue centers, wildlife parks, rest huts and bird-watching huts will be built with simple architecture, using materials from the mountains and forests to truly harmonize with nature.
Eco-cultural tourism: In fact, eco-cultural tourism is a type of tourism that has appeared in Da Lat for a long time with the name " tourism under the forest canopy ". Based on the relatively intact forest area with biodiversity and unique indigenous culture, many tourist areas have had activities to explore nature and local culture such as Nui Voi tourist area, Lang Bian... However, if considered according to the criteria of a specialized tourist area, the eco-tourism areas in Da Lat - Lam Dong are only at the level of tourism.
sightseeing. Because, if it is ecotourism, the first thing is to preserve and strongly promote the ecological environment and indigenous culture.
Tuyen Lam tourist area is being invested in the direction of a thematic tourist area, associated with the rare ecological diversity of Tuyen Lam lake area with the indigenous ethnic village of Nui Voi. Bidoup - Nui Ba National Park with hundreds of rare bird and animal species, with the indigenous Lach people, is also developing a plan to exploit eco-tourism.
Not only developing eco-tourism in eco-tourism areas and specialized tourist areas, according to the overall and detailed planning of Da Lat city approved by the Government, Da Lat will have to focus on developing to become a "Green City", an important eco-cultural tourism center of the whole country.
Conference and seminar tourism: In addition to resort tourism products which are the advantages of Da Lat, eco-tourism has been focused on exploiting, conference and seminar tourism is a type of tourism that Da Lat has very favorable conditions to develop. In 2002, the Prime Minister issued Decision No. 409/CP approving the adjustment of the general planning of Da Lat city and its surrounding areas until 2020, accordingly, Da Lat was expanded to its surrounding areas to develop without breaking its own characteristics. According to this plan, the tourism nature of Da Lat city was adjusted to be a center for resorts, conferences, seminars, and scientific research of the whole country and the world.
As a tourist city with many good conditions for developing conference and seminar tourism, many conferences and seminars of organizations and businesses choose Da Lat as the place to hold. This is a type of Da Lat tourism that needs to be focused on developing for many reasons. Firstly, the spending of conference and seminar tourists is very high. Secondly, conference and seminar attendees have the opportunity to stay in Da Lat and they themselves will be the propagandists to bring the image of Da Lat to the world.