Factors Affecting Local Marketing in Tourism Development

What is the current situation of the locality and how does it compare with other localities in similar circumstances? What are the important strengths, weaknesses, opportunities and risks of the locality? (Analysis

SWOT)

What will the locality be like in the future?

Who is the target customer of the locality?

What overarching strategies will help the local

How to achieve the set goals?

What specific actions must localities take to implement the plan?

Deploy strategies?

What should localities do to ensure implementation?

successful now?

Maybe you are interested!

Figure 1.3 Local Marketing Process (Philip Kotler, 2010)

1.2.5 Factors affecting local marketing in tourism development

- Brand building

- Responsibility and understanding of local marketing

- Information technology development

- Connecting all capabilities, all industries, all localities

- There is training of labor force, talent and attention to the quality of the population.

CHAPTER 2: RESEARCH METHODOLOGY AND RESEARCH DESIGN

2.1 Design research steps

The thesis applies the theoretical basis of Local Marketing to the development of tourism in Bac Ninh province. The research was conducted with the group of tourists, 4 marketing factors and a group of tourism planners. From there, the thesis proposes solutions to improve and implement Local Marketing for tourism development.

The research was conducted through the following steps:

Step 1: Collect data through available documents on Local Marketing to synthesize and create a theoretical framework on Local Marketing and an analytical framework on tools and processes of Local Marketing in tourism development.

Step 2: Collect primary data through surveys of tourist activities in Bac Ninh and secondary data through development plans, implementation activities, and performance results of the tourism industry to analyze the specific situation of applying local marketing tools and processes. From there, point out the limitations that need to be overcome.

Step 3: From the analyzed results, continue to apply the theoretical basis to complete and interview experts, propose solutions to effectively apply Marketing in tourism development.

2.2 Data collection method

2.2.1 Secondary data collection methods

Secondary data collection method is the method of collecting data at the desk. Data is obtained through statistics, recording available information provided by available sources.

2.2.1.1. Objectives of using the method

Research and study available sources of documents to compile statistics and records to use as a basis, basis or evidence in the research process.

Analyze and propose solutions for local marketing activities in tourism development in Bac Ninh province. In the thesis, the author uses this method in two main contents.

2.2.1.2. Data collection and research

- Secondary data serving the process of systematizing theoretical basis:

+ Philip Kotler et al, Local Marketing, Marketing Asian Places, Fulbright Economics Teaching Program, Ho Chi Minh City, November 2004

+ Associate Professor, Dr. Vu Tri Dung – Master Nguyen Duc Hai, Territorial Marketing, 2011, National Economics University Publishing House

+ Philip Kotler, Marketing Management 2009, Statistics Publishing House

+ Phan Thi Bich Hang, Some solutions to promote tourism service business activities in Da Lat - Lam Dong by 2020, Master's thesis, Ho Chi Minh City University of Economics

+ Nguyen Chau Hung Vu, Building a local marketing strategy for Quang Ngai province, Master's thesis, 2011, Danang University

- Secondary data for the application of local marketing in tourism development in Bac Ninh province

+ Electronic interface portal of Bac Ninh Provincial People's Committee ( www.bacninh.gov.vn ).

+ Department of Culture, Sports and Tourism of Bac Ninh ( www.sovhttdl.bacninh.gov.vn )

+ Resolution on approving the Master Plan for tourism development of Bac Ninh province for the period 2011-2020 and orientation to 2030 No. 151/2011/QD-UBND

+ Decision on approving the construction planning of Hanoi capital region to 2020 and vision to 2050 No. 490/QD_TTg

+ Statistical yearbook of Bac Ninh province 2015

+ And other relevant documents, decisions, legal regulations...

- Data from previous surveys conducted by researchers are guaranteed to be in accordance with standards and have clear and accurate origins and authentication.

2.2.2 Primary data collection methods

2.2.2.1. Objectives of the method

The primary data collection method aims to obtain direct information that is highly realistic and accurate at the present time. The collected data is completely new and the author will be proactive in the investigation to come up with the best collection plan. With the scope of the topic, the primary data collection method is used to investigate and collect information about the target customers of Bac Ninh Province Local Marketing, which are tourists.

For the questions in part 1, the focus is on investigating and analyzing the tourist destinations and types of tourism chosen by tourists when traveling to Bac Ninh in the past. The remaining questions aim to understand the habits and behaviors of using local tourism services. The main goal is to determine to what extent and in what ways tourists have used Bac Ninh's tourism services.

The questions in part 2 will investigate the level of satisfaction, dissatisfaction, and need for improvement of tourists with the tourism industry in Bac Ninh province. Thereby, we will learn about the needs and desires of future tourists for the development of local tourism.

2.2.2.2. Collection objects

Tourists: According to the Department of Culture, Sports and Tourism of Bac Ninh, the province is focusing on promoting Bac Ninh tourism destinations in key and potential markets including domestic and international markets to attract tourists to Bac Ninh. With the goal of assessing tourists' satisfaction with Bac Ninh tourism, thereby determining tourists' wishes in the future and as a basis for

In order to develop a marketing strategy for the City, the author focused on investigating domestic tourists.

2.2.2.3. Data collection tools

The tool chosen to collect primary data is to use a survey form, a questionnaire. With this tool, the author will build a questionnaire for the pre-determined survey subjects, on that basis, plan and analyze the data to obtain the most accurate results.

2.2.2.4. Data collection procedures/processes

Step 1: Build a survey

Step 2: Distribute survey forms to customers who need to be surveyed.

Step 3: Collect the survey form after the survey subject completes the questionnaire.

Step 4: Classify survey forms, eliminate invalid forms Step 5: Process data and provide survey results

2.2.2.5. Survey form

Structure of the survey form

Part

Content
Part 1	Investigation title and investigation subject information
Part 2	The question content is divided into three parts: - Destination, type of tourism - Travel habits and behaviors - Evaluation of tourism activities
Part 3	Other comments from the survey subjects
Part 4	Conclusion

2.2.2.6. Plan for organizing and implementing the investigation

- Sample size: 200

- Sampling target: select domestic tourists who have traveled to Bac Ninh

- Survey form: Google survey via Facebook and Email

- Survey time: August 15, 2016 – September 15, 2016

- Data collection and processing time: September 15, 2016 - September 20, 2016

- Time for processing and synthesizing data into the report: September 20, 2016 - October 20, 2016

2.3. Data analysis and processing methods

Data analysis and processing method is the method of using and analyzing data after collecting necessary information and data. This method focuses on analyzing and processing collected information and data according to the purpose of the user. The collected data includes a lot of information, including noisy information with conflicting opinions, so this data to be used and serve the research work in the best way must be analyzed and processed.

Methods of use:

Firstly, the author uses the method of theoretical synthesis (collecting and analyzing secondary data) on local marketing, from which he synthesizes the theoretical basis of local marketing.

Second, the author used the statistical analysis method, which is a method that comprehensively presents the specific nature of socio-economic phenomena and processes in certain historical conditions through quantitative expression. Statistical analysis must take statistical numbers as materials and statistical methods as research tools. In the thesis, the author collected primary data through surveys of target customers of

Local Marketing by questionnaire and then statistics according to the criteria in the questionnaire to clearly see the needs of target customers and then analyze the basis for building a local Marketing strategy in developing Tourism for Bac Ninh province, from there propose a local Marketing strategy for the province along with some solutions to implement the proposed strategy.

- Steps to take

After conducting the investigation according to the above steps, the investigation results will be collected and summarized, and an inventory will be conducted according to the following steps:

+ Step 1: Conduct statistics on survey forms and answers to each question