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Experience in Implementing Tourism Marketing Strategies of Other Countries:


- Characteristics: Any aspect has an opposite and effective characteristic.

- Honesty: Accept 1 disadvantage, potential customers will give 1 advantage.

- Sacrifice: To get one thing you have to give up another.

- Success: Success leads to arrogance and arrogance leads to failure.

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- Failure: Failure is to be expected and accepted.

- Hype: Reality is often the opposite of what appears in the newspapers.

Experience in Implementing Tourism Marketing Strategies of Other Countries:

- Acceleration: Successful programs are often built on trends.

- Perspective: Marketing effects often occur and last.

- Contrast: If aiming for second place, the strategy will be decided by the leader.

- Origin: The origin of a brand is often more important than its quality.

- Resources: Without sufficient budget and expertise, ideas cannot be realized and brands cannot be created.

- Unpredictable : Unless you are the one who draws up your competitor's plans, it is impossible to know what will happen in the future.

1.3.2. Experience in implementing tourism marketing strategies of other countries:

Marketing thinking in the world today is developing according to three main trends:

American trend : Focus on developing Marketing in the direction of researching the relationship between market orientation and the Marketing activities of enterprises; attach importance to the role of functions in Marketing and coordinate the management of 4P (Place, Promotion, Product, Price); attach importance to the role of managers.

European trend : Focus on developing in the direction of market-oriented research by coordinating all business activities; focus on developing long-term relationships with customers, not paying much attention to the functional role of managers.

In Asia : Mainly influenced by the American Marketing perspective. In practice, there is a tendency to focus on short-term Marketing activities, quick profits, and little long-term investment such as design, building brand image... There are still many ideas that Marketing costs a lot of money but is not very effective.


Most Asian businessmen use cultural traditions, harmony or very simple phenomena for Marketing but quite effectively. To promote a product to the public, they often use an intermediary channel called “word of mouth” Marketing. They compare Marketing to a fish and each bone also contributes to the skeleton of that fish. Each business needs to know how to create its own “bones” to survive and develop in the harsh market mechanism.

In general, for foreign enterprises, before deciding to enter a market, launch a new product, conduct a promotional campaign or increase or decrease prices, change packaging, reposition... they all conduct market research before developing a detailed plan. Here are some notable experiences:

1.3.2.1. Experiential Marketing: Experiential Marketing is choosing the best meeting place, attracting the right audience, creating a fun atmosphere and not being too strict with rules, focusing on extroversion. By using events where customers have the opportunity to directly interact with the product or brand.

1.3.2.2. Advertising or distribution? To survive and develop with limited potential and increasingly fierce competition. Need to be more creative, creativity will help the poor! Distribution channels play a particularly important role in the success or failure of each business. There will be no best way, only the most suitable way for each business in choosing advertising or distribution at each stage.

1.3.2.3. “When in Rome, do as the Romans do”, an indispensable principle : When wanting to cooperate or enter the market of another country, understanding the customs of that country is an important thing, it largely determines success. Never risk expecting success too soon in a country without understanding the customs of the local people. Each culture has its own identity as well as its own rules that we, foreigners, must understand in order to integrate with each other.

1.3.2.4. Attractive tourism : Travel and Leisure magazine (USA) voted the Top 10 best tourist cities in Asia, in that order: Bangkok (Thailand), Chiang Mai (Thailand), Kathmandu (Nepal), Kyoto (Japan), Hong Kong (China), Hanoi (Vietnam), Udaipur (India), Beijing (China), Jaipur, Luang Prabang (Laos).


These cities are often famous for their ancient architecture, temples, palaces, museums, cultural works, unique festivals, landscapes, and “shopping paradises” in a peaceful yet modern space. (Source: SGGP Newspaper, January 2, 2007).

Businesses in these famous tourist cities all have their own promotion strategies such as: Increasing brand reputation, increasing product trust, improving corporate image or promoting a new product. Using easy-to-use promotion tools such as: Organizing events, sending newsletters, product introduction conferences, seminars, gifts, speeches, newspapers, promotions, participating in charity, samples, free trials, customer care cards or always saying thank you...

1.3.3. Lessons learned about tourism marketing for a locality:

In Vietnam, nowadays, the views on Marketing are gradually being formed in enterprises. However, the formation, development and application are very different in each enterprise, many enterprises consider Marketing to be identical with promotion; most managers use intuition to judge and make decisions. Therefore, investment in professional Marketing is not yet considered important, Marketing forms often stop at promoting sales and advertising. In recent years, market orientation has been positively expressed, the combination from perception to behavior, is a manifestation of issues that need to be considered to evaluate the ideology and level of market orientation.

To enhance the attractiveness of the destination, attract more tourists, it is necessary to focus on promotion work, with professionalism such as organizing tourism events, each year with a theme to arouse and promote the tourism potential of each region. In addition to building a specific marketing strategy, there must be support and participation of local businesses at all times and places to not miss opportunities, to keep up with the international integration process. In order to find comparative advantages in tourism, thereby creating a foundation for businesses to orient the general marketing strategy for the whole industry.

The quality of tourism services still has many problems, tourism products in general are not highly competitive... However, the promotion of Vietnam's destinations is currently at a very favorable time. The Vietnamese brand in general is popular and Dalat - Lam Dong in particular is emerging as an attractive and safe destination in the region.


Chapter One Conclusion

In many countries, the profession of Marketing strategy consultant is a trendy profession, requiring a lot of brains and a comprehensive analytical mind. Travel companies are willing to pay high salaries for such minds. In Vietnam in general and Dalat City - Lam Dong in particular, the concept of strategy and strategic management of enterprises has been of interest today but is only in its early stages. Some consulting companies have been formed and are constantly looking for new personnel. Obviously, the need to understand this field is increasing rapidly. Many foreign consulting companies have been opening training courses on Marketing strategy for businesses.

We have seen a phenomenon that is common abroad and is starting to appear in Vietnam. There are streets that were once filled with small shops. Then larger shops like supermarkets begin to appear. Supermarkets also grow bigger and bigger, and then the whole street will become almost entirely supermarkets, and no one will remember the small shops anymore. Big fish eat small fish, small shops have been overwhelmed and swallowed by supermarkets. Surely no one wants to fall into the arms of a big fish and disappear into nothingness?

Thus, the position has now been raised, the playing field has been widened, the rules of the game are clear. The remaining is the way the provincial and municipal tourism management agencies raise issues with local authorities and the professional capacity of tourism promotion experts in the whole industry are important factors to boost tourism promotion activities.

Businesses will promote their brands and unique products in a favorable destination environment. Offer quality products that are true to the brand and what has been promoted, and focus on the role of domestic and foreign press agencies in promoting Vietnam as a destination. Neglecting marketing activities will be one of the biggest mistakes as an entrepreneur. To be able to stand firm in business, it is necessary to keep a funnel full of potential customers while continuously converting potential customers into actual customers.

So, quickly pay attention to building a strategy and start designing a marketing management strategy for your business. Within your budget, find the answer yourself or ask for help from a strategy consultant.


Chapter two:

THE CURRENT STATE OF TOURISM MARKETING IN DA LAT CITY


Currently, Dalat still does not have the conditions and habits to make statistics or general assessment of the "size" of a market with accurate research data; the same goes for the Marketing market. Grasping the market is an extremely important professional requirement in business. The Vietnamese have a saying "one mistake, one mile off", to limit risks, it is necessary to have a reliable basis, through which to decide on the direction of one's business.

2.1 Overview of the tourism market in Dalat City - Lam Dong

2.1.1 Natural conditions and socio-economic situation

Lam Dong is a mountainous province in the southern Central Highlands, located between three territories with potential for economic development, namely:

The Central Highlands has the greatest potential and strength in long-term industrial crops.

The South Central Coast region has rich potential for marine economy and tourism.

The Southeast region is the largest and most dynamic economic development region in the country.

Nature has given Lam Dong valuable potentials and unique tourist landscapes. Resin and pine wood products are abundant and have high export value; small-scale handicrafts are developed in knitting, crocheting, export embroidery, saw-saw paintings, fire pens... this greatly affects the socio-economic development of Lam Dong.

Dalat City is the provincial capital of Lam Dong, with a population of 191,034 people, a density of 480 people/km2 . There are two distinct seasons, the rainy season from May to October, the dry season from November to April. Thanks to suitable soil and climate conditions, Dalat has become a place to produce high-class vegetables and flowers, holding a unique position in the Southern market for nearly half a century, a large vegetable and flower region of the country and the region. Dalat can produce over 100,000 tons of vegetables of all kinds to supply the market of Ho Chi Minh City, the Southern provinces, the Central region and

Export to Japan, Taiwan, Hong Kong, Singapore . Although the trade and tourism service sectors have few workers, the budget revenue in this area accounts for nearly 70% of the total budget revenue of the City.


Dalat residents include many ethnic groups living together with many unique customs and practices that are still preserved, such as the culture of the K'ho, Ma, Chu Ru, M'Nong ethnic groups... Along with that diverse culture, traditional festivals and craft products of ethnic groups in Dalat - Lam Dong are also extremely rich, currently being restored and developed to serve tourism, from high-end products such as silk embroidery to fine art products such as fire pen carvings, brocade weaving, dried flowers...

2.1.2 Potential tourism resources (natural and human)

Lam Dong's natural tourism resources are formed by the combined characteristics of terrain, climate, forests, flora and fauna, hydrology, etc., creating a unique landscape with many lakes, waterfalls, hills, and spectacular pine forests. Natural resources with tourism value are distributed relatively concentrated in the Dalat area and scattered throughout the province, there are also scenic spots and relics, each with its own nuances, allowing Lam Dong to develop many attractions and diversify tourism products.

Dalat is located in the plateau, at an altitude of 800 - 1,500m above sea level , as high as a symbol of challenge. Conquering Lang Biang peak is the pride of tourists. Dalat is not only famous for its cool climate all year round (average temperature 18 - 25 o C, the highest is never over 32 o C and the lowest is not below 5 o C). With the terrain structure of endless hills, the poetic villas with architectural style

Unique natural and artificial landscapes. Each architectural work, each villa in the poetic flower garden is a beautiful love story, if you know how to knock on the door to enter…

With that advantage, Dalat has become one of the 10 tourist cities and one of the 5 major tourist centers, a familiar place to everyone. Dalat has many beautiful and unique relics and landscapes and is the kingdom of flowers, flowers blooming in all four seasons. Up to now, there have been more than 17 scenic spots recognized by the Ministry of Culture and Information as national relics and landscapes. ( Appendix 4 : Potential tourism resources of Lam Dong)

The advantage of Dalat is not only a resort, the long-term development direction and mainly natural landscape tourism, festivals, research on ethnic culture, sports, the potential of an Education - Training center, scientific research, conferences, seminars of the whole region... Industries producing vegetables, fruits, medicinal herbs, specialties, handicrafts


handicrafts, knitting, embroidery, and garments to serve the needs of tourists and for on-site export. In 1999, Dalat was upgraded to a class II urban area, an important event to build Dalat into a precious gem of the country in the future.

The immense beauty of Dalat City has captivated many travelers, and is an ever-new, attractive, and rich subject that creates endless inspiration for artists. Dalat is also known by many different names: “City of Flowers and Wind”, “City of Fog”, “City of Thousands of Flowers”, “City in the Forest”, “Forest in the City”…

Although it is a young city, Dalat's cultural depth is also very rich and diverse, both traditional and modern. Formed in 1893, when Dr. A. Yersin set foot on the Lang Biang plateau, it is a city that soon absorbed European civilization. The cultural heritage of local ethnic minorities such as K'Ho, Ma, Churu and other ethnic groups is being preserved and promoted along with the world cultural exchange, creating unique features in the style of Dalat people.

2.1.3 Dalat City's tourism market

After more than 100 years of formation and development, Dalat has affirmed its position as a tourism and training center. Although it is a famous locality for its tourism potential, in the general context of the whole country, in the past, international tourists to Lam Dong were mainly visitors, so the number of visitors was very limited, not commensurate with the tourism potential that the province has. In recent years, thanks to the policy of innovation and openness, Lam Dong tourism business activities have developed quite well, the tourism area has been expanded; the Center for Tourism Promotion - Trade and Investment of Lam Dong province has been formed... creating clear changes first of all in the number of tourists.

Regarding hotel and restaurant business: Currently, Lam Dong province has 725 accommodation establishments, accounting for 10% of the establishments nationwide (7,065 nationwide) with a total of more than 10,000 rooms (7.7% of the country); of which there are 55 hotels meeting 1-5 star standards with nearly 2,000 rooms and hundreds of motels and inns ready to meet the diverse resting needs of tourists . Among the operating accommodation establishments, there are 30 hotels belonging to state-owned enterprises, 450 belonging to private enterprises, 4 hotels with 100% foreign capital, 6 domestic joint venture hotels, 8 hotels belonging to joint stock companies, the remaining 50


hotels of other components. Relevant departments and branches of the province and enterprises are also focusing on investing and upgrading resorts in the area, notably Hoang Anh - Dalat resort, Anna Mandara Villas Dalat resort, Tran Hung Dao villa area, Dalat - Dabl resort and hotels: Rex, Saigon, Ngoc Lan ...

Regarding travel and tourist transportation services : Up to now, Lam Dong province has 20 travel and transportation businesses, of which 6 are licensed to operate international travel. In general, international travel business activities have improved, organizing many tours to bring visitors to Southeast Asian countries, Europe, America... Domestic travel activities have developed strongly, connecting tours with provinces in the Central Highlands, South Central Coast and Ho Chi Minh City to the provinces.

Passenger transportation activities have made great efforts. Currently, there are 2 tourist transportation service businesses with more than 50 tourist vehicles, more than 150 long-distance passenger vehicles, hundreds of small boats and more than 10 motorboats serving waterway transportation. Inner-city taxi activities have been enhanced in both quantity and quality, with reasonable service prices. There are more than 250 taxis and 50 buses serving long-distance tourist transportation or inter-provincial tours.

However, the main focus is on investment and promoting the inherent strengths; unique tourism products with their own identity have not been found to impress tourists. Currently, visitors to Lam Dong mainly focus on Dalat to visit the sights at some familiar traditional tourist destinations. Resort tourism, eco-tourism, and sports tourism are products that can be considered unique and are the strengths of Lam Dong, but have not yet been effectively promoted in business activities. Intra-provincial tourist routes and destinations have not yet been exploited in an organized manner. At many tourist destinations, the widespread buying and selling of souvenirs, handicrafts, tents, ready-made clothes, etc. is gradually destroying the natural beauty of the landscape. The situation of competing for customers to rent means of transport, rent food and accommodation facilities, etc. and the situation of begging and overcharging are still common, causing bad impressions for tourists when coming to this very elegant city on the plateau.

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