Country economy | In water | International | Domestic | International | Domestic | |
2012 | 2 | 1 | Russian Leisure Fair, CITM Shanghai | ITE HCMC | - | - |
2013 | 1 | 2 | KOTFA Korea | VITM Hanoi, DLQT Nha Trang Beach | - | - |
2014 | 4 | 2 | Travex Fair (Malaysia), KOTFA Korea, JATA Tourism EXPO Japan, VTM London – England, | VITM Hanoi, ITE HCMC | - | - |
2015 | Travex International Tourism Fair (Myanmar), KOTFA Korea, JATA Tourism EXPO Japan | VITM Hanoi, ITE HCMC | - | - | ||
2016 | 2 | 3 | ITB Berlin (roadshow), JATA Japan | BMTM Danang, VITM Hanoi, ITE HCMC | 7 | 10 |
2017 | 2 | 2 | TTM Plus 2017 – Thailand Lan, JATA Japan | VITM Hanoi, ITE HCMC | 10 | 30 |
2018 | 3 | 4 | ITB Singapore, JATA Japan, ITB Japan | Travex Hanoi, VITM Hanoi, ITE HCMC, VITM Can Tho, | 14 | 13 |
2019 | 1 | 4 | ITB Berlin | Travex Hanoi, VITM Hanoi, ITE HCMC, VITM Can Tho | 40 | 20 |
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Source: author's synthesis from the Summary Reports on the linkage activities of the three localities of Thua Thien Hue - Da Nang - Quang Nam from 2013 to 2020.
* Direct sales:
In the 3 localities, billboards, posters, billboards, and large screen systems are placed in densely populated and touristy locations to introduce mutual tourism products of the 3 localities. All images used are consistent in image and content in all 3 localities.
In 2012, the three localities jointly published the joint tourism guidebook “Three localities – one destination” in two languages, Vietnamese and English, with 80 pages, size 20cm x 20cm. (Department of Culture, Sports and Tourism of Da Nang City, 2013). Publication
This has been used in many international fairs held in Vietnam and other partner countries.
In March 2016, the three localities coordinated to publish a tourism brochure of the three localities in English to introduce at international tourism events such as the ITB Berlin fair in Germany, VITM HaNoi, BMTM DaNang, ITE HCMC, JATA Japan... In August 2016, after the common tourism brand of the three localities was completed, bags introducing the logos and tourism slogans of the three localities were coordinated to produce 1,200 bags to serve as gifts and to introduce at tourism promotion activities in the fourth quarter of 2016.
The products have been deployed by the leaders of the three localities in the direction of creating a group of products typical of the three localities based on the potential, strengths of tourism resources, advantages of destinations and priority levels of the project to propose common tourism products of the three localities including Heritage Road, Beach Resort and Ecological Road & Community Tourism" (opinion of the leader of the Department of Tourism of Thua Thien Hue province)
In 2019, the three localities cooperated to make 3,000 bags printed with the tourism logos and slogans of the three localities "Thua Thien Hue-Da Nang-Quang Nam, the destination of the island paradise and world heritage" on cloth bags and 2,000 metal ballpoint pens given to tourists with the tourism logos of the three localities.
The three localities published the Three Localities Map focusing on introducing the common tourism product path of the three localities and the three localities' city tour map was distributed for free at 4-5 star hotels of the three localities in large quantities. The three localities' tourism brand identity was also unified with the image and slogan 'The Essence of Vietnam - Live it'.
* Public relations: For many years, all three localities have actively participated in inviting famtrip and presstrip delegations from target markets such as Thailand, China, Malaysia and domestic and foreign film crews such as HTV, History channel Asia.
Table 4.3. Famtrip and presstrip delegations, foreign film crews visiting the Hue - Da Nang - Quang Nam cluster from 2013 to 2019
Year
Number of delegations famtrip, presstrip | Number of working groups movie | Market |
2013
3 | 0 | Korea, Hong Kong, Russia | |
2014 | 1 | 0 | Thailand |
2015 | 1 | 0 | Hong Kong |
2016 | 4 | 2 | Thailand, China |
2017 | 6 | 2 | Thailand, India, Russia, Korea, Japan |
2018 | 6 | 0 | Japan, Korea, France, Germany, Australia, Thailand. |
2019 | 16 | 1 | Bulgaria, Komodo, Bosnia, Sweden, Hong Kong, Taiwan, Singapore, Denmark, Japan, Australia, Spain Japan, USA, Germany, Cambodia |
Source: author's synthesis from the Summary Reports on the linkage activities of the three localities of Thua Thien Hue - Da Nang - Quang Nam from 2013 to 2020.
Every year, the three local clusters also welcome famous bloggers from Malaysia, Australia, Indonesia who have great influence on social networks such as Facebook, Instagram, Twitter, etc. to experience the cluster's tours.
Activities such as the International Fireworks Competition in Da Nang, Quang Nam Heritage Festival, and Thua Thien Hue Traditional Craft Village Festival have contributed to attracting international tourists to the tourist cluster.
* Internet marketing
Currently, in addition to designing leaflets and brochures promoting local tourism, tourism clusters are also using other modern promotion channels such as advertising on Facebook channels and other social networking tools.
Thanks to the support of the EU's "Environmentally and Socially Responsible Tourism Capacity Development Programme" (EU-ESRT Project), a website was established with the cluster's logo and brand "The Essence of Vietnam".
Currently, the travel websites www.theessenceofvietnam.com and www.theessenceofvietnam.com.vnof three localities temporarily operated by Da Nang Tourism Promotion Center (Department of Culture, Sports and Tourism of Quang Nam province, 2016).
The website is built with a simple, easy-to-see structure with the aim of meeting the practical needs of tourists when they want to learn and plan their travel. The website is designed to promote tourism products of all three localities with the aim of encouraging tourists to explore more, stay longer, and increase the contribution from the tourism economy in the region. All three localities also agreed to set up a Fanpage "Linking tourism of three localities" to regularly post information about cultural and tourism activities in the region.
The 03 local websites www.theessenceofvietnam.com.vn are still maintained in operation, however, there has been no investment in upgrading and building an admin to update to regularly post new information and images to meet the needs of tourists to find information and promote and introduce tourism of the 03 localities to the public (Opinion of the leader of the Department of Culture, Sports and Tourism of Quang Nam province).
Figure 4.2. Interface on the page https://www.theessenceofvietnam.com/
Source: https://www.theessenceofvietnam.com/In addition to the cluster's common promotion tools, each locality also has its own website dedicated to tourism promotion, which uses a number of popular languages such as Vietnamese, English, and French. Some pages also have local Google maps, based on the application of the GPS positioning system. This is also one of the tools that helps tourists access and search for information about the destination.
quickly and conveniently.
* Results of accessing information about the Hue - Da Nang - Quang Nam tourist cluster for international tourists
Table 4.4. Channels for accessing information about tourism clusters
Channels
Midpoint jar | |
Internet (Facebook, Line, Zalo, Youtube) | 4.7 |
Your country's travel agency | 4.6 |
Vietnam travel agency | 2.5 |
Relatives and friends introduced | 3.8 |
Have come on my previous trips | 4.3 |
Other forms (magazines, newspapers...) ...) | 3.9 |
Source: Author's survey results
The author's survey results show that international tourists to the Hue - Da Nang - Quang Nam tourism cluster all use internet tools to search for tours, so increasing the use of these tools will help localities in the cluster reach tourists from all over the world in the best and fastest way.
Most international tourists search for information about localities in the cluster through the internet and through their country's travel agencies. This is also a trend that is suitable for the current context when the internet is gradually becoming an indispensable tool in the daily life of people around the world, especially for young tourists. Therefore, enhancing promotional tools via the internet and through social media will be a channel to attract tourists to the Hue - Da Nang - Quang Nam tourism cluster.
Promotion through travel agencies is also an effective promotion channel, especially for Korean and Chinese tourists. Therefore, the best approach to the market of these countries is direct marketing. The cluster needs to increase promotion and online tour sales, organize tours for customers in the Northeast Asia region to ensure service quality so that when they return home, they will spread the word to their friends and relatives.
For tourists from Western European countries, they usually also go on tours but usually for a short time. Many Western European tourists come to this tourist cluster through word of mouth and information on the internet. Therefore, focusing on improving service quality is a way to impress tourists who often have high requirements for the quality of accommodation and other services.
Thai tourists know about Da Nang and the Central provinces mostly through travel agencies (accounting for 60%), followed by movies. In particular, Thai people know about Central Vietnam thanks to a TV series in which Thai people filmed scenes in Hoi An (Hoi An - I love you). After this series was broadcast in Thailand, Thai people started traveling to Hoi An and Da Nang. Through this, it can be seen that the most effective form of promotion for this tourist market is advertising on television (especially in newspapers, travel magazines, business magazines). Besides, Thai youth really like movies (movies shown in theaters and TV series).
Online media channels are considered the most economical promotional products. Taking advantage of the widespread application of the Internet, Hue - Da Nang - Quang Nam tourism images can be brought to all markets in the world, stored for a long time and allow potential tourists from non-mainstream markets where traditional promotional activities are not organized.
4.2.2.5. Determine the promotion budget
Most of the costs contributed to promote tourism in the cluster are distributed equally to each program. In addition to the general budget contribution of the three localities, socialized resources have also been mobilized to implement the programs. Most of the costs for implementing promotional activities such as organizing Famtrip delegations to conduct field surveys, participating in domestic and foreign fairs and exhibitions, etc. have received enthusiastic support from businesses. Socialized funding is usually at 70-80%, demonstrating the success of promotional programs in the tourism cluster.
Table 4.5. Promotion budget of Hue - Da Nang - Quang Nam tourism cluster in the period 2014 - 2018
Year
Total cost (million VND) | Budget of 3 localities (million VND) | Budget for each locality (million VND) | Social expenditure (million VND) | Number of touch activities progress | Note | |
2014 | 1,330 | 850 | 283.3 | 480 | 7 | Socialize some activities |
2015 | 1,473.8 | 661.6 | 22,533 | 812.2 | 7 | Some activities Hue does not participate in, some activities are promoted |
2016 | 973 | 628 | 229 | 345 | 16 | Some activities Hue does not participate in, some activities are promoted |
2017 | 1060.62 | 1060.62 | 353.54 | 9 | Socialize some activities | |
2018 | 1906.8 | 1906.8 | 635.6 | 11 | Socialize some activities |
Source: Summary report of cluster activities from 2014 to 2018
In fact, the issue of linking the three localities of Hue - Da Nang - Quang Nam in tourism development has been formed in previous years such as the formation of tourism programs linking tourism products of the three localities. However, this activity is still separate and fragmented, especially in the tourism promotion program, there is still a lack of a common voice. Through many years of cooperation and association, with the efforts of the three localities, it has brought quite impressive results, with some steps of development.
flourish and significantly change the tourism image towards three localities and one destination for domestic and international tourists.
Every year, the number of tourists coming to the tourist cluster increases by about 11%, of which international tourists coming to the cluster increase by about 14%, total tourism revenue increases by 16.71%.
The cluster's brand has been known to many tourists through a number of social media such as Facebook, Twitter... The average rate of tourists returning to the tourist cluster is 7% (according to the author's survey results).
In addition to implementing activities from the Department of Tourism, connecting with travel businesses and local infrastructure service providers is very necessary. Therefore, in most of the promotion activities of the tourism cluster, social resources are often mobilized from businesses, tourism associations, travel associations, hotel associations, and tour guide clubs of all three localities. This is also a catalyst for the cluster's promotion strategies to be successfully implemented. Because promotion strategies can only be successful when there is the participation of a large number of businesses and people in tourism promotion activities. Local authorities are only the ones who come up with the strategies, while the ones who coordinate the implementation must be local businesses and people.
4.2.3. Organization of promotion implementation
4.2.3.1. Building a promotion apparatus
The current promotion activities of the Hue - Da Nang - Quang Nam tourism cluster are only carried out at a macro level, through the linkage between local authorities in the cluster. The role of local businesses and people participating in tourism promotion campaigns from the cluster's perspective is almost invisible. Interview results with tourism service businesses show that they mostly only participate in some local fair programs, following the local call for socialization, and rarely participate in promotion planning, including market research programs, implementing promotional activities and proposing appropriate promotion tools.
The cluster cooperation mechanism is implemented in rotation in tourism promotion plans. Promotion activities of localities often focus on building tourism products based on the strengths and characteristics of each locality.