Increase capital to maintain existing market share and expand the market, increase market share. Some forms of domestic investment are being implemented such as: self-investment in new construction or renovation and conversion of functions of old works; cooperation with economic organizations, localities with tourism potential but not enough management capacity. Call for FDI investment capital, mobilize other domestic capital sources to invest in city tourism. In addition, to improve competitiveness in foreign markets, it is necessary to establish representative offices abroad. Cooperate and joint venture with foreign enterprises in key markets. Opening Vietnamese restaurants abroad combined with tourism promotion, which some large tourism businesses in big cities such as Saigon Tourist and Ben Thanh Tourist have done in some markets such as Japan, Germany, England, France, etc., shows that this is an appropriate form, a premise for the development of a direct distribution channel system, which needs to be expanded to other key markets. Because nothing is more effective than businesses promoting themselves through proven quality, tested and demonstrated right in target markets, so that target customers trust the products of businesses in Vietnam. This issue is very important for service industries where "products are promises" .
Create an attractive investment environment: Implement subsidy policies and invest initial capital in exploiting areas with tourism potential but not yet invested much such as: Can Gio area needs more investment in infrastructure or the Cultural and Historical Park of ethnic groups in Thu Duc needs investment to become a large-scale tourist area serving international visitors... All to diversify tourism products. Have tax exemption and reduction policies for exploiting tourism resources in remote areas, such as garden eco-tourism areas, traditional craft villages in districts 9 - 12 - Hoc Mon - Cu Chi... Need to promote preferential policies on on-site export, creating favorable conditions for payment by modern methods. Have tax exemption and reduction policies for enterprises importing means of transport, machinery and equipment as fixed capital for tourism.
Mobilizing investment capital sources for tourism development: Calling on everyone to contribute or collect fees at tourist attractions to create capital and regulate the number of visitors at the same time causing negative pressure on the city's key tourist routes. Having preferential policies for businesses investing in the construction of large-scale, modern, unique entertainment areas to serve foreign tourists. Increasing financial resources for investment in environmental protection and public security and order. Having appropriate instructions for tourists to be aware of their role and responsibility for preserving the common environment. Organizing various types of activities to call for support from visitors to raise funds to preserve relics or can provide through a list of famous places calling for financial support for restoration and maintenance for interested individuals and international organizations.
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3.2.5. Solutions to improve the efficiency of city tourism management
It is necessary to reorganize the organizational structure and raise the level of the leadership of the tourism industry in Ho Chi Minh City. All tourism activities are managed by the State, especially with the participation of scientists to ensure high efficiency. Ensure the balance between direct and indirect production forces, enhance effective coordination between tourism, aviation, hotels to form growth triangles... to minimize dumping and prevent unhealthy competition, avoid monopoly, create dependent relationships to share benefits and risks. Clearly assign responsibilities among departments, clearly demonstrating the leadership role of the State. Quickly reform administrative procedures, at the same time simplify procedures for tourism businesses or tourism investments and for tourists. Continuously improve methods of strict security control and management.
Disseminate and guide businesses to implement legal documents, promptly recommend to superiors the contents that need to be supplemented and amended. Regularly conduct inspections and continuously monitor tourism business activities to ensure that tourism business does not have a negative impact on the surrounding environment. Regularly conduct scientific research topics, organize conferences
The workshop had the participation of scientists to promptly find solutions to remove obstacles in order to make the city's tourism industry operate smoothly and progress.
In the trend of regional and global globalization, in order to be able to compete with competitors, ISO quality management is considered a basic condition and a passport for businesses to penetrate and gain a foothold in domestic and foreign markets. In fact, recently, a number of businesses in the industry have successfully applied ISO quality management such as Saigon Tourist Hotels, Ben Thanh Tourist, Fiditour... which has brought many practical benefits. To implement the application of information management and quality management according to ISO, businesses need to deploy the construction of an information collection and processing system capable of promptly collecting and processing relevant information from internal to external sources. This information processing system must meet the requirements of all members of the unit, from professional staff to senior managers.
Implement energy saving programs, effectively use resources in the hotel and tourism industry to protect the environment and save electricity costs, one of the costs that accounts for a large proportion of the hotel's cost structure. Proactively restructure or merge inefficient units into efficient units or sell these units to raise capital to invest in highly effective programs.
3.2.6. Solutions for tourism promotion and marketing
In order to raise the tourism industry to a new level and bring the tourism industry to integrate more deeply and widely into the world market while achieving the set targets. There are many tools that can be used to promote tourism and these tools are used simultaneously to create a comprehensive promotion measure. Building a promotion strategy depends on the characteristics of the tourist destination, the strategy of competitors and the budget. Promotion tools include: advertising, direct marketing, sales promotion, public relations, sponsorship, trade fairs or exhibitions and direct sales. Currently, tourism businesses in Ho Chi Minh City have implemented quite a lot.
promote tourism through regular participation in international tourism fairs in key markets; publish many types of publications to promote the brands Saigon Tourist, Ben Thanh Tourist, Viettravel Tourist ... carry out culinary activities at home and abroad; organize festivals such as "Tourism Festival", "Meeting Southern Land", "Hue Festival", "Da Lat Flower Festival", "Daklak Festival in Ho Chi Minh City", festivals in response to "1000 years of Thang Long - Hanoi" ...; develop online room and tour sales; organize competitions such as "Lantern Design", "New Clothes for Trees", "Delicious Dishes with Hometown Flavor", "Uniforms for Staff Directly Serving in the Tourism Industry" ... to train skills, enhance service attitude and style, diversify and develop new products.
It is necessary to research and identify key markets and the nature of each market, needs, tastes, spending capacity and scale along with future development trends... Survey the development situation of the domestic and regional markets to have appropriate marketing strategies and tourism management agencies need to direct businesses to follow a common trajectory. Promote and propagate cultural tourism forms through festivals, festivals combined with eco-tourism or tourism to learn about the market, invest, cooperate in business... Make a number of large publications, in which it is necessary to create forms so that customers can communicate online with dynamic websites, send emails to find out information or book rooms online or buy tours in the most convenient way.
Based on the existing strengths in terms of facilities, finance, and management experience, it is necessary to first determine customer needs and market segments in order to determine the target market. This is an important content of building a competitive strategy because it allows determining the scope of competition of the enterprise. At the same time, it guides the enterprise to focus on which competitive advantages or overcome its weaknesses to best meet the requirements of the target market. Based on the needs of each segment, on
business capabilities as well as the level of competition in each segment to make the right choice.
Diversify advertising methods, promote tourism in a professional way and carry out regularly. Establish a system of tourism representative offices of the Ho Chi Minh City tourism industry abroad, promote marketing activities and establish a specialized agency for promotion. Actively participate in tourism fairs, conferences and tourism forums in key markets and at the same time offer special programs with special promotional prices. Build a website, widely distribute brochures, tapes, modern computer tools, e-marketing specializing in introducing famous landscapes of Vietnam, Ho Chi Minh City and surrounding areas. Regularly organize many types of survey tours for foreign travel agencies so that they can learn more about our country in general and the city in particular, becoming one of the destinations in their tourism programs. Boldly promote advertising abroad, need to conduct on-site advertising in many different forms, such as providing high-quality, unique tours, culinary programs typical of Ho Chi Minh City, characteristics that strongly reflect the uniqueness of the tropical region...
For the international tourism market: it is necessary to expand cooperative relationships with countries in the region and potential markets. Joint ventures with businesses in ASEAN on connecting tours, routes... In addition, it is necessary to promote tourism linkage programs with ASEAN countries through creating routes - tourist destinations between countries in the region for international tourists; building specialized tourism websites as well as necessary information of ASEAN countries to highlight the image of ASEAN in the international tourism market and also to call for foreign investment in tourism... In particular, Vietnam and especially Ho Chi Minh City can integrate a number of unique tourism programs, increasing the attractiveness of tourism products. Prioritize cooperation with the markets of the US, Japan, Korea, Russia, Germany, China and attach importance to the European market, gradually penetrating the North American market. For these markets, it is necessary to maximize cooperation with them,
Investment from multinational companies to help the tourism industry develop rapidly.
- For the domestic tourism market: there should be policies to encourage and create maximum convenience for all people to participate in tourism, such as: tourism policies paid in installments through social organizations, agencies ... even banks and the participation of the State in lending with deferred payment but without interest within a certain period. What is extremely necessary now is to know how to advertise the brand for each region, city or the whole country ... as suggested by a journalist recently, should we take the image of Professor Ngo Bao Chau, Dang Thai Son or Nguyen Ngoc Truong Son, the 14-year-old world chess champion, to perform, compete or exchange around the world. This is a very effective and wise way to promote the image of the country.
- Make the most of the achievements of science and technology, especially information technology, and consider this one of the most effective tools in disseminating and promoting advertising. Regularly monitor and update the development situation of the world to adjust and have appropriate promotional strategies to quickly increase the number of tourists. In addition, a large source of funding is also needed to invest in tourism promotion activities. Have policies to call on and encourage all domestic and foreign components to participate in tourism development, constantly motivating them to create unique and novel tourism products; especially green and clean products. This is the catalyst that helps the supply and demand relationship take place faster, creating greater purchasing power. Establish close relationships with domestic and foreign press agencies, radio stations, and television stations through free meetings and receptions. Through that, it is possible to introduce tourism products of Vietnam as well as of Ho Chi Minh City. Research the characteristics of each market, thereby being able to use advertising media suitable for each market based on the following foundation: The most users but low cost.
- Strengthen online promotion and advertising, specifically: complete the Ho Chi Minh City tourism website, promote the strengths of the city's tourism together.
With detailed information about hotels, restaurants, shopping, and tourist attractions on the website, there should be a section for customers to contribute their opinions about what they are satisfied with and what they are not satisfied with during their trip? ... This will be an indispensable source of information, not only for tourists from all over the world to decide to buy the product but also the basis for bringing our tourism products to new markets around the world. Link and establish close relationships with international tourism organizations to further promote the promotion of products to the world.
- Building a market information system: requires building an information system to evaluate and analyze a series of related external and internal factors to determine opportunities, risks, strengths and weaknesses of the business to evaluate competitors. This information needs to be collected and processed accurately, completely and promptly. Based on the processed information, businesses will be able to grasp market opportunities faster than competitors and make the right business decisions. Thereby, contributing to strengthening the position and improving the competitiveness of the business. To achieve the above goals, tourism businesses need to establish separate research departments or can organize to get information from reliable sources to handle a specific problem that is posed to them. Information must be collected regularly and continuously from the following subjects: customers using products and services, competitors, customers related to inputs, internal and external environments, distribution channel networks, financial management departments, sales departments, government channels... Based on the processed information, businesses will have important market information as a basis for planning policies and strategies for each stage of their business.
Research and apply new services on communication, serving business guests, seminars, conferences. Update and complete the common website of businesses in the whole industry. Thereby, focus on exploiting the business of selling rooms, tours on the Internet, global distribution networks, shopping tours, ... Build a strategy to consolidate and develop a common brand for the tourism industry of Ho Chi Minh City. Cooperation
Closely work with the General Department of Tourism, Vietnamese diplomatic agencies in other countries, Vietnam Airlines, and the City Department of Tourism to organize and implement tourism promotion activities abroad, festival programs in Vietnam, international fairs and seminars... Use modern technical equipment to create a favorable environment for exchanging, storing, and processing information. Gradually apply the e-Government model in tourism management. Build websites and electronic libraries to provide information on tourism in general and on sustainable development in particular so that many people can participate at the same time, and it can transmit information to every home without being limited by space and time. Establish a tourism business club with the participation of the State and meet regularly to update information, exchange problems and effective ways of doing business... to coexist and develop in healthy competition while proposing solutions and recommendations for superiors to grasp the situation closely and resolve promptly. Apply modern technology in preserving relics and in managing information systems and data.
Strengthening market research: Market research skills are a weakness of most Vietnamese enterprises. When it comes to making decisions about marketing, strategies, and business tactics, Vietnamese enterprises often act very emotionally, without the habit of relying on accurate quantitative results from systematic and scientific market research. To conduct effective market research, it is necessary to build a team of professional market research staff and an effective information collection and processing system using scientific and accurate tools.
3.3. Some suggestions and recommendations
3.3.1. Proposals and recommendations to the Government, relevant Ministries and branches
The State should soon issue guidelines for implementing the Law on Tourism and policies to encourage investment in the tourism sector, such as tax exemptions and reductions for passenger transport vehicles, investment in tourist areas, and human resource training. The State needs to have a roadmap to eliminate the monopoly of tourism.