- Culture of Central Highlands folk festivals.
- Dalat Flower Festival.
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With the economic and foreign policy reforms, international tourists to the Central Highlands are increasing; of which 58% are by air (Lien Khuong Da Lat airport, Buon Ma Thuot airport, Pleiku airport, Cam Ranh airport... connecting to the Central Highlands by road).
The market structure has many positive changes: the North American market has a good growth rate due to the number of Vietnamese people returning to visit their homeland and American veterans returning to visit old battlefields.
The ASEAN market accounts for 11.3% and is showing a strong upward trend due to the number of visitors from Thailand 56.7%; Singapore 52.5%; Malaysia 37.8%; a significant portion of Cambodian tourists.
The European market accounts for 12% of international visitors to Vietnam; the most are from France, England, Germany...
Therefore, when building a market strategy, it is necessary to see that tourists to the Central Highlands are a part of tourists coming to our country through the border gates of Ho Chi Minh City, Hanoi, Da Nang, etc. It is necessary to identify measures to attract and strongly exploit the North Asian region: China, Korea, Japan and ASEAN countries; with a strong marketing strategy and flexible tourism methods (road by Caravan tourism, waterway, air, etc.).
Cooperate and joint venture to exploit international tourist markets with strong localities such as: Ho Chi Minh City, Hanoi, Da Nang, etc.
3.3.1.2 Determine tourism product strategy
The general orientation of Central Highlands tourism is: diversifying products, improving the quality of tourism products, increasing the ability to attract tourists. To achieve the above goals, the provinces propose measures: investigating and accurately assessing the current status of tourism resources and infrastructure systems serving tourism; to detect resources
unexploited resources, the shortcomings and inadequacies of the system and propose solutions. Investing in entertainment; planning ethnic cultural villages, having policies to promote traditional festivals. However, in general, tourism products of the Central Highlands are still monotonous and even duplicated within a region. The quality of tourism products is still limited, exploitation is still closed, business efficiency is not high. It is worth noting that the combination of products and markets has not received due attention, the competitiveness of products is not high, there are no outstanding and typical products to attract visitors, create strong impressions to stimulate tourists to return to travel.
In the current fiercely competitive conditions, the sea tourism market of Khanh Hoa, Hoi An, Da Nang, Phan Thiet, etc. has great attraction due to diversified products, well-constructed services, promotion policies, and thoughtful after-sales service, creating a threat to the Central Highlands tourism market. Determining a product strategy must be highly competitive and a growth strategy that both demonstrates good exploitation of resources and must maintain a dominant competitive position. Therefore, the product strategy must consider tourism products in a continuous, connected, and complementary chain, so the quality of the product must be associated with other products. For example: conference - seminar tourism combined with sightseeing, relaxation, etc.
After more than 10 years of implementing tourism planning, we can see the weaknesses in the tourism product strategy: not yet linking tourism products with the general strategy, not yet evaluating whether the product strategy is suitable or not. Sightseeing and resort tourism products are the most important of Central Highlands tourism, and are the framework products for other products. Conferences, seminars, cultural research, medical treatment... also develop from resort tourism, improving product quality and creating more diverse products.
From there, to serve the strategic planning of tourism products of the Central Highlands, it is necessary to focus on the following main products:
- Resort tourism: this is the most important tourism product of the Central Highlands, based on the strengths of natural resources and humanity. When building a tourism development strategy, it is necessary to take resort tourism and eco-tourism as the central product, from which to develop other types, making this product more attractive and lively... Developing supporting products for tourism products is increasingly of higher quality. It is necessary to focus on high-end resorts, limiting the type of popular resorts that are currently limiting the competitiveness of Central Highlands tourism. In the period of 2015-2020, mountain tourism will mainly be high-end resort tourism with diverse types associated with business tourism (conferences, seminars, cooperation...), sports tourism (horse racing, golf, tennis...), research tourism (culture, history, natural science...).
- Ecotourism: the main direction of tourism in the Central Highlands in the long term is ecotourism products. Due to the characteristics of the Central Highlands, there are enough factors to develop ecotourism with the highest efficiency, because the encroachment on the ecological environment and natural landscape has been prevented, there is a protection plan. Central Highlands ecotourism is associated with coffee farms, rubber farms, pepper farms... industrial crop products and especially exploring the capital of coffee Buon Ma Thuot famous for its coffee museum. Ecotourism is associated with the majestic landscape of the great forest, containing within it human resources imbued with the epic of the Central Highlands that UNESCO is considering for recognition.
Ecotourism includes:
+ Cultural village tour,
+ Sightseeing tours,
+ Adventure travel on the lake, mountain climbing,
+ Tourism to study animals and vegetation,
+ Agricultural ecotourism,
+ Garden ecotourism…
- Sightseeing tourism: this is a type of tourism with a large number of visitors, meeting the diverse needs of all ages and occupations. Sightseeing tourism in the Central Highlands is associated with relaxation, research on history, culture, relics and associated with the events that the Central Highlands has organized: Da Lat Flower Festival, Coffee Festival, Tea Festival, Gong Festival...
There needs to be a major investment in resort tourism, which is the product that tourists are most interested in and choose the most. It is also the most competitive product.
- Conference and exhibition tourism (MICE): The Central Highlands must fully exploit MICE tourism due to its many advantages; agencies and businesses that organize events often tend to go outside of large cities, combining relaxation and conferences, convenient in terms of transportation and costs. The venue must also leave an impression on attendees, combining conferences and seminars with business negotiations.
- This type of tourism combines relaxation - sightseeing - conferences, seminars - research... creating unique tourism products, attracting tourists with the highest product utility.
- Recreational tourism: With the diverse tourism resources of the Central Highlands, this is a type of tourism with great attraction, with tourist attractions and products that have been exploited and are continuing to invest, develop new high-class and many product utilities that can be classified as:
+ Initial entertainment and recreation tourism for the masses: fishing, animal circus, hunting, product enjoyment, mountain climbing, paragliding...
+ High-end entertainment tourism including golf, tennis, horse racing, adventure sports, casino...
In addition, Central Highlands tourism needs to exploit the following types and tourism products:
- Visiting relatives: This type of tourism is mainly for overseas Vietnamese tourists during the holidays. After visiting their homeland, they all travel to the Central Highlands as an attractive destination. It is possible to combine visiting relatives and looking for investment opportunities.
- Festival tourism: With the strength of typical products, festivals in the Central Highlands can take place all year round with unique cultural features, attracting and appealing to tourists such as new rice festival, buffalo stabbing, gong, flower, tea, coffee, embroidery...
land...
- Spiritual tourism: The Central Highlands is a land with many pagodas, churches, and shrines.
- Travel to revisit the old battlefield: The Central Highlands is the land of two wars.
During the resistance war against French colonialism and American imperialism, this was a fierce battlefield, and also the place where the historic Ho Chi Minh campaign began. Therefore, the Central Highlands is the destination of tens of thousands of veterans to revisit the old battlefield.
Dalat can be considered the most attractive eco-tourism resort in our country today. Many countries in Southeast Asia, especially Singapore, which is one of the largest international tourist markets in the region, also consider Dalat an attractive tourist destination that can complement Singapore to connect tours to Vietnam. Dalat City is one of the 12 tourist cities in the country, and in the near future, it will certainly have appropriate development mechanisms worthy of its reputation.
However, to promote the above advantages, Central Highlands tourism needs solutions to diversify and improve the quality of tourism products associated with competitive strategies, expansion and market search, especially in the integration trend.
In addition to tourism forms such as sightseeing, exploring nature, culture, history, relaxation... it is necessary to develop more types of shopping tourism products (through food markets, night markets...) and promotional discount events... For the Central Highlands, it is necessary to develop more types of medical treatment services (such as the system
hospital system, health care, beauty, beauty salons, etc.). Forming modern shopping centers for domestic and international tourists in central areas such as Da Lat City, Bao Loc City, Buon Ma Thuot City, Pleiku City... each tourist territory must have its own unique product types.
Developing tourism types and products according to the market
For international visitors, promote the development of eco-tourism, resorts, high-end entertainment and indigenous cultural tourism; for domestic tourists, they can participate in many types of rich, modern, entertainment, spiritual tourism, etc.
Accordingly, it is possible to develop tourism types and products according to the market such as:
after:
- Type of resort tourism, weekend vacation: Mountain resort tourism
continue to play an important role, especially for domestic tourists, this is a strength and characteristic of Central Highlands tourism. In addition, it is necessary to strongly develop medical tours, weekend tours for tourists in the province combined with entertainment and cuisine.
- Sightseeing and research tourism: This type of tourism is quite diverse. In addition to developing traditional tourism, it is necessary to develop products serving cultural - historical tourism, city tourism, visiting relics, traditional craft villages. Special attention should be paid to exploiting the culture of ethnic minorities associated with the space of gongs.
It is necessary to promote tourism through exchanges, research between universities in the country and abroad with colleges, universities, and research institutes in the Central Highlands. Study tourism is also a potential product in the Central Highlands, when universities and colleges are affirming their position, and the project of international universities in Lam Dong will soon become a reality.
- Types of ecotourism: Including ecotourism, garden tourism, adventure tourism (mountain climbing, paragliding...) in which it is necessary to focus on exploiting research and sports tourism products, strongly developing tours, green roads in the Central Highlands, countryside farms... In addition, it is possible to develop tours for young people (honeymoon tours, adventure tours).
- Business and business tourism: It is necessary to pay attention to exploiting tourism products serving MICE services (conference, meeting and incentive tours and fairs) and tourism with special events. This type focuses on developing for both international and domestic business guests.
- Family visit tourism (VFR): This type of tourism is for overseas Vietnamese and foreigners who have family relationships in Vietnam. This type of tourism focuses on exploiting rustic, rural, and culinary products.
In addition, it is necessary to develop festival, pilgrimage, and spiritual tourism types...
- Develop cultural tourism to exploit the cultural identity of the Central Highlands ethnic groups through festivals and craft villages. Special attention must be paid to exploiting the gong culture, which has just been recognized by UNESCO as an intangible cultural heritage, to serve visitors and researchers. This will be an attractive form of tourism and attract a large number of visitors.
- Develop high-class, modern forms of entertainment. This will be one of the important factors to extend the stay of tourists in the area.
- Develop service systems such as accommodation services (luxury hotels, stilt houses), culinary services. In the hotel and restaurant system, it is necessary to encourage the expansion of many types of services to create more diversity and appeal.
Product and market mix
Develop quality standards for tourism products and services, strengthen quality inspection and supervision. Diversify products and services towards diversifying
Rich and quality assurance of products and services can stimulate the consumption demand of tourists. In addition, it is necessary to focus on building high-quality, large-scale products with high affordability, in order to increase the length of stay and spending level of tourists.
To achieve high efficiency in tourism business in the Central Highlands in the period up to 2020, it is necessary to choose the appropriate market product strategy as follows:
- Old products, old markets: The strategy of old products, old markets is to continue developing exploited products for familiar tourist markets (France, America, Japan, Korea, etc.). For the domestic tourist market of the Central Highlands, it is Ho Chi Minh City and the provinces of the Southern Delta. With this group of customers, we need to ensure the reputation of the quality of tourism products and have reasonable preferential pricing policies.
- Old products, new markets: Continue to develop tourism products that have been exploited and accepted for new tourism markets. Strengthen strong advertising promotion of this market towards potential markets. Potential markets for tourism in the Central Highlands for domestic visitors are the provinces of the Mekong Delta, Southeast and Northern Delta; for international visitors are Eastern European countries, Russia, Australia, etc.
- New products, old markets: Developing new tourism products for familiar tourist markets. This is the most feasible strategy because only diversifying tourism products can prevent boredom and decline in the old tourist market, and must have attractiveness to the market. This strategy requires promoting product promotion and strengthening joint ventures.
- New products, new markets: At the same time, develop new tourism products combined with exploiting tourists who have not yet come to the Central Highlands. In the coming time, the Central Highlands needs to focus on diversifying products and types of services that are currently