Developing tourism products of Quang Ninh - Vietnam

Also at this conference, Trinh Xuan Dung (2010) mentioned the theoretical issue of tourist destination formation and considered tourist destinations from many different aspects through the discussion " Tourist destinations - Theory and practice in Vietnam ". The author pointed out that many localities and businesses have invested in developing tourist destinations to attract domestic and foreign tourists, but there are still many tourist destinations that have not created the attraction to attract visitors, have not created a strong impression to retain and attract tourists to return. From there, the author proposed two main groups of causes: Objective and subjective and proposed a number of solutions to solve those causes. The discussion was brief but reflected relatively specifically and accurately the actual situation of Vietnam's tourist destinations. The discussion has not summarized the aspects of tourist destinations that the author considered in the discussion, which are essentially the factors of tourist destination competitiveness.

According to Nguyen Van Manh (2007), a tourist destination is a place that can be perceived by geographical borders, political borders or economic borders with attractive tourism resources, capable of attracting and meeting the needs of tourists. From the perspective of "Methods for assessing the attractiveness of tourist destinations ", author Nguyen Van Manh (2010) has generalized the attractiveness of tourist destinations, analyzed the factors that make up the attractiveness of tourist destinations and pointed out methods for assessing the attractiveness of tourist destinations. The Sino-Vietnamese dictionary of words and meanings is the basis for the author to explain "tourist attractiveness " and from there, according to this approach, the author gives an understanding of the attractiveness of tourist destinations. The paper has a relatively general and complete view of the attractiveness of tourist destinations, a diagram of the relationship between three groups of factors that create the attractiveness of tourist destinations and a formula to determine the attractiveness of tourist destinations that is relatively specific and easy to understand. However, the paper is still heavy on theory, lacking practical research and analysis of a specific tourist destination.

With the approach of " Building a Vietnamese destination brand (Destination branding) - some international experiences ", author Le Quan (2010) applied some perspectives in branding, combined with the experiences of Hong Kong, Thailand, Montreal - Canada to review and evaluate the general tourism development strategy of Vietnam, including the strategy of building a destination brand. The study has proven that building a destination brand is necessary.

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for the development of international tourism in Vietnam. A national strategy to build a strong brand for Vietnam tourism will be an important tool to help Vietnam create a strong unity of action among the components participating in the tourism market. This suggests further research on international destination brands and international destination branding strategies for Vietnam tourism destinations.

In the article " Improving the competitiveness of Vietnam's tourism destinations in the context of international integration" by Nguyen Dinh Hoa published in the Development Economics Journal (No. 214, pp. 34-37), the author mentioned some concepts of destination competitiveness and analyzed the current status of Vietnam's tourism destination competitiveness according to the criteria of the World Economic Forum WEF compared to some countries in the region such as Malaysia, Thailand and Singapore, thereby proposing solutions to improve the competitiveness of Vietnam's tourism destinations. The article analyzed the current status of Vietnam's tourism destination competitiveness, Vietnam's ranking according to the WEF criteria. The article also proposed a number of solutions to improve Vietnam's destination competitiveness and the development orientation for Vietnam's tourism in the coming time. Competitiveness is an issue of practical significance for Vietnam's tourism industry in the context of international integration. However, within the framework of the article, the author has not yet comprehensively assessed the competitiveness of Vietnam's tourism destinations in many different aspects, the analysis is still general and not specific. Therefore, this is also the direction for further research to develop and improve.

In the political economic thesis " Competitiveness of Vietnam's tourism destinations " by Nguyen Anh Tuan (2010), the work studied the current status of Vietnam's tourism destination competitiveness in attracting international tourists to Vietnam compared to some competitors in the Southeast Asian region, mainly Malaysia, Thailand, Singapore and Indonesia. The thesis also analyzed Switzerland's experience in improving destination competitiveness, thereby drawing some lessons for Vietnam. The author also proposed viewpoints, recommendations on policies and solutions to improve the competitiveness of Vietnam's tourism destinations in the next decade. The thesis studied the experience of improving destination competitiveness of Thailand, Malaysia and Switzerland, drawing seven conclusions.

Important lessons learned can be used as a reference for policy recommendations and solutions to improve the competitiveness of Vietnam's tourism destinations. The thesis has proposed four perspectives and seven groups of recommendations on policies and solutions to improve the competitiveness of Vietnam's tourism destinations in the next decade [ 32 ].

1.1.2. About tourism destination marketing

Currently, there are a number of authors researching issues related to tourism marketing in general and tourism destination marketing in particular. First of all, we can mention author Nguyen Van Dung (2009) who gives an overview of marketing in tourism. The basic knowledge related to marketing in tourism activities mentioned by the author is: tourism market research, tourism product policy development, tourism product price policy development, tourism product distribution policy development, mixed promotion policy development and product sales organization. However, these contents are researched from the perspective of enterprises, individually, and have not been considered from the perspective of a tourist destination including all products and services serving tourists [ 4 ].

In addition, author Nguyen Van Dung (2009) introduces strategies and tactics for tourism marketing promotion, especially in the digital age, with online marketing based on information technology, computer networks connected to the internet and e-commerce, creating a strong change in communication. The author delves into strategies and tactics for tourism marketing promotion. At the same time, focuses on building brand value for tourism products. On that basis, approaches to building a tourism destination marketing strategy on a national/tourist scale. In which, the author clearly points out the role of destination promotion; positioning themes, brands, images, and perceptions for destinations; government policies and destination tourism strategies; planning destination marketing strategies with goals and budgets; coordination and responsibility of participants in building a tourism destination marketing strategy. However, these contents are studied from a theoretical perspective and some illustrative examples are not related to any locality in Vietnam [ 5 ].

In addition, in the work " Building tourism brands for tourist cities ", author Nguyen Van Dung (2009) provides readers with ways to develop local brands to attract and stimulate tourist consumption.

customers. To create a brand, according to the author, it is necessary to learn how to analyze tourism products, accurately target tourist groups, understand their needs, and then build a product marketing plan/strategy. Brand promotion will be through events organized in association with destinations that are cities that own tourism products. The research has delved into analyzing tourism products within the scope/object of tourist cities. At the same time, identify the target customer market, analyze the consumer behavior of that market, build a tourism product package/system associated with the strengths/brand of the tourist city, organize communication/public relations events to promote and promote the products of tourist destinations. In addition, the work also provides a number of marketing and communication tools based on e-commerce/website development protocols. The author has provided many tourism branding models for many cities around the world. However, the assessment, analysis, and comparison to draw lessons for building tourism brands for typical tourist cities/destinations in Vietnam are limitations of the document [ 6 ].

Under the " Territorial Marketing " approach , the authors Vu Tri Dung and Nguyen Duc Hai (2011) presented that, in the trend of economic globalization, the movement of capital between countries is increasing, which creates competition between countries and territories in attracting investment capital to serve socio-economic development. In the current conditions of regions/localities, to promote their strengths, the need for capital is becoming more and more urgent, and the most feasible and effective way is to attract foreign investment capital. Territorial Marketing is a relatively new topic in Vietnam. In which, the authors have provided theoretical basis and given instructions to help localities in Vietnam perceive the role of territorial marketing, grasp the process and how to organize and implement marketing activities to attract customers most effectively. Only through the implementation of territorial marketing can local authorities understand and accurately determine the current or potential expectations of all actors operating in a territory. On that basis, policies are put forward and necessary conditions are ensured to attract investment to better meet the needs and expectations. The work mainly deals with marketing activities aimed at the group of customers who are investors, starting from the purpose of marketing activities here is to create

positive image of the locality/region to attract potential investors, contributing to the socio-economic development of the locality. However, the work has not yet deeply mentioned the field of tourism, destination marketing from the perspective of exploiting, using tourism products, tourism business activities as factors to attract tourists in general and investors in particular [ 7 ].

With a different approach, the authors Tran Thi Bich Nga, Pham Ngoc Sau, Nguyen Thi Thu Ha (2007) mentioned all aspects of the marketing field, from basic concepts to challenging issues according to the trend of the times. The research not only helps those who are new to the marketing field quickly grasp the necessary marketing concepts, but also helps those who work in specialized marketing such as market research, sales representatives, e-commerce website managers... expand their understanding of the rules as well as effective and strict marketing strategies to achieve optimal results in work. Although the authors mentioned the content of brand building, new product and service development, product pricing, integrated marketing communications, interactive marketing and global marketing. However, the subjects considered are specific products of a business/corporation. Issues related to service products in general, tourism products in particular, as well as branding and product strategy from the perspective of a locality/country/tourist destination have not been mentioned by the authors in this study [ 26 ].

1.1.3. About Quang Ninh tourism

In the study " Some solutions to promote the value of the world natural heritage Ha Long in the Vietnam Tourism Development Strategy ", author Le Trong Binh (2008) has outlined the tourism development situation of Ha Long Bay, the position of the world natural heritage Ha Long in the Vietnam Tourism Development Strategy. The achievements that the heritage area has achieved as well as the remaining limitations in the field of tourism product development, from which the author pointed out the causes and proposed some solutions to promote the value of the heritage, serving the development of tourism in the world natural heritage area Ha Long. The article analyzes a lot about Ha Long's tourism products, the successes achieved as well as the remaining limitations of tourism product development. Therefore, other factors such as culture, organization, marketing, human resource management, finance and capital, tourist management, ... have not been affected.

The author mentioned in the article. Therefore, this is also an open direction to further improve the research on promoting the value of the world natural heritage Ha Long in the coming time [ 2 ].

From another perspective, in the article " Brand positioning, developing tourism products of Ha Long - Quang Ninh in the trend of international integration ", Proceedings of the International Scientific Conference " Preserving and promoting the values of the world natural heritage of Ha Long Bay " (pp. 162-169), author Doan Manh Cuong (2012) said that creating a distinct position for the brand in a competitive environment to ensure that each consumer in the target market can distinguish that brand from other competing brands. Brand positioning is important because it is directly related to the thoughts and perceptions of consumers. In other words, brand positioning is "capturing the image" in the minds of customers. The author has proposed a number of scientific recommendations to build brands, develop products, improve quality and have reasonable business strategies to exploit the value of Ha Long Bay. At the same time, to preserve the environment and promote the image of the new natural wonder of the world. A suitable positioning strategy for Ha Long tourism will create value and difference that is deeply engraved in the minds of tourists. Positioning the Ha Long tourism brand is to create a position of brand value compared to other tourist routes and destinations; helping to orient marketing, communication activities and brand strategies for Ha Long tourism destination not only at the local level but also at the national, regional and international level. Once the market approach has been determined, the next step is to find ways to attract tourists to the value of the Ha Long tourism brand.

Also at this scientific conference, author Ha Quang Long (2012) with the paper " The current status of tourism product and service development along with resources and conditions for tourism development at Ha Long heritage " (pp. 11-18) , introduced an overview of Ha Long Bay - with outstanding global values in terms of landscape and geology, twice included in the list of World Natural Heritage by UNESCO. The article also reflects and evaluates the general status of product development and types of tourism services with 6 characteristics. The author pointed out the conditions and resources for developing the tourism product system at Ha Long Heritage - Quang Ninh to create values and differences that are deeply engraved in the minds of tourists so that Ha Long tourist destination does not only stop at the national level but also at the regional and international level.

The doctoral thesis in economics with the topic " Improving the competitiveness of tourism enterprises in the Northern economic growth triangle (Hanoi - Hai Phong - Quang Ninh) " by Nguyen Viet Thai (2009) stated that: The Northern economic growth triangle (Hanoi - Hai Phong - Quang Ninh) plays a role as a nucleus to promote trade, investment and tourism development, contributing to the implementation of the goals in the country's economic development strategy. Tourism business activities in the area are taking place very vigorously, the number of tourists and tourism enterprises is increasing rapidly, the business capacity of tourism enterprises is increasingly improved. However, tourism enterprises in the Northern economic growth triangle are still small in scale, weak in competitiveness, lacking cooperation and connection compared to tourism enterprises in countries in the ASEAN region and the world. Therefore, it requires tourism businesses to create and continuously improve their competitiveness to be able to compete with competitors of different scales and levels. On that basis, the author conducted a survey and analyzed the current competitiveness of tourism businesses in the Northern economic growth triangle (Hanoi, Hai Phong, Quang Ninh) to point out the advantages, disadvantages and causes. At the same time, solutions are proposed from the perspective of marketing to improve the competitiveness of tourism businesses in the Northern economic growth triangle by 2020. Contribute to the development of basic theories on competition and competitiveness of tourism businesses; build a methodology and criteria for assessing the competitiveness of Vietnamese tourism businesses. In addition, the thesis proposes key groups of solutions to improve the competitiveness of tourism businesses in the Northern economic growth triangle [ 29 ].

Approaching from the market perspective, Tran Xuan Anh (2011) with his research thesis " Quang Ninh tourism market in international economic integration ", has the viewpoint and raises the issue that the tourism market in our country in general and in Quang Ninh in particular has developed and achieved achievements in the trend of globalization and international economic integration. However, as the country integrates more deeply and widely into the world, the Quang Ninh tourism market has revealed many limitations that need to be quickly overcome. On the other hand, although there have been many research works on the tourism market abroad and in Vietnam, research on the tourism market

Quang Ninh in international economic integration is still a gap. Therefore, the topic and research results of the thesis are important, necessary in both theory and practice, and topical. By clearly defining the purpose, object and scope of the research, the thesis focuses on the core issues raised by the topic. The author studies the current situation of the tourism market in Quang Ninh province in response to the requirements of international economic integration to propose directions and solutions to promote the development of this market from now until 2020 [ 1 ].

Nguyen Thu Hanh (2006), with the work " Research on building island tourism products in the Northern tourist region ", stated that one of the common limitations of service tourism products in Vietnam is that they are poor, monotonous, lack identity and have a short life cycle, so they lack competitiveness and have low economic efficiency. The reason is that Vietnamese service tourism businesses have not been provided with scientific thinking methods to support the process of researching and developing tourism products. Therefore, the author focused on researching methods of designing tourism products, the process of building unique and creative products and choosing the type of island tourism in the Northern region [ 11 ]. In addition, the work " Research and proposed solutions for sustainable development of marine tourism in the northern provinces of Vietnam " by Pham Xuan Hau (2011) surveyed, analyzed, and evaluated the current status of marine tourism in a sustainable direction, thereby proposing solutions for sustainable development of marine tourism in the northern provinces of Vietnam towards 2020. In this study, Quang Ninh tourism is one of the localities where the author proposed solutions for sustainable development of marine tourism [ 12 ].

In addition, in the ministerial-level scientific research topic " Developing Ha Long tourism to become an international-class tourist destination " by Nguyen Thi Tu (2014), the criteria, conditions and development contents to become an international-class tourist destination were clarified; the current status of Ha Long tourism destination in terms of those criteria and contents was assessed, the advantages and limitations were found and the causes were identified; solutions and recommendations were proposed to develop Ha Long to become an international-class tourist destination, contributing to the implementation of the strategic goal of developing international-class tourist centers of the Vietnam Tourism industry. At the same time, it affirmed the brand, created competitive advantages, and attracted international visitors to Ha Long - Quang Ninh [ 31 ].

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