International and Domestic Experience in Applying Local Marketing to Develop Tourism

Vo Minh Canh and colleagues (2020) analyzed the current tourism situation, analyzed the internal and external environment affecting the tourism industry and proposed a strategy for developing supporting tourism activities and services for Can Tho City, along with solutions to implement the strategy. The research results show that Can Tho City has many potentials and advantages for tourism development but still has certain limitations, namely: The city lacks large-scale tourist areas; Entertainment, shopping, and nightlife activities are still monotonous and do not meet the needs of tourists, so their spending and length of stay in Can Tho are still low; Local tourism development mainly exploits existing natural conditions, lacking systematic and long-term investment. From these analyses, the author proposes a strategy for developing supporting tourism activities and services for Can Tho city with key contents, including: Developing night-time economic activities, focusing mainly on entertainment, relaxation, cuisine, music, festivals, and events; Developing professional and systematic tourism shopping services. The proposed groups of solutions to implement the strategy are: Developing a project for developing the night-time economy and Developing more specialized streets, upgrading night markets to serve the shopping needs of tourists.

General assessment: Previous studies have focused on the following contents: analyzing the current status of tourism activities, the current status of local marketing, analyzing the internal and external environment of the locality; from there, proposing local marketing strategies to develop tourism and solutions to implement local marketing strategies. However, these studies only apply the 4Ps, 7Ps of the marketing mix to analyze the current status of local marketing implementation and propose local marketing strategies to develop tourism; or propose local marketing strategies through the use of local marketing strategy tools, including: local image marketing strategy, local characteristics marketing strategy, local infrastructure marketing strategy and local human marketing strategy. Therefore, the overall local marketing strategy has not been fully demonstrated. Inheriting the contents mentioned in previous studies, and at the same time in this study, the author expands the use of 10 local marketing components to analyze the current status of local marketing implementation of Can Tho city tourism. In addition, proposes a local marketing strategy to promote the development of Can Tho city tourism, including: a local marketing strategy mainly with the coordination of 10 local marketing components, and a local marketing strategy supported by the use of 4 local marketing strategies, namely: local image marketing strategy, local characteristic marketing strategy, local infrastructure marketing strategy and local human marketing strategy.

2.2 INTERNATIONAL AND DOMESTIC EXPERIENCE IN APPLYING LOCAL MARKETING TO DEVELOP TOURISM

2.2.1 International experience

Ruhr Region - Germany

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Local marketing program

Thuy Duong and Truong Minh (2006) with their article on local marketing in the Ruhr region, Germany, show experiences in applying local marketing to develop the local economy in line with the world's development trends.

The Ruhr region has an area of 4,335 km2 , a population of 5.3 million people, and is one of the largest regions in the state of Nordhein-Westfallen, Germany. Since the 18th century, the Ruhr has become a major industrial area of Germany with coal and steel as its main products. Workers from all over the world have flocked here to meet the labor needs of industries, causing the entire region to become overloaded. In the 1920s, the Ruhr was heavily polluted and unemployment was constant. In the minds of the German people at that time, the Ruhr was like a stain on the map. The Ruhr needed a breath of fresh air, needed to attract good workers, government funding and foreign investment.

In 1985, the first campaign to change the image of the Ruhr, called “Ruhr - a bright spot of Germany”, was widely promoted by the media. The Ruhr abandoned the coal mining industry and focused on new industries, services and tourism with 52 attractive tourist attractions. This campaign was successful in highlighting the completely different image of the Ruhr: unique, surprising and full of choices. By 1992, the Ruhr had developed into a cultural, entertainment and tourist area of Europe. Art exhibitions, concerts and fairs were held with astonishing quantity and quality. Within two years, the domestic and foreign press had named the region “The European Event”. In 2007, the European Union decided to award the city of Essen in the Ruhr the title of “Capital of Culture” thanks to the excellent connection of cultures of the foreign community living here. The regional press unanimously reported that the Ruhr could now be proud of its place on the map of Germany.

Learning experience

- Timely changes in local economic restructuring.

- Promote promotional activities to create a new image of the locality.

- Focus on attracting talent and foreign investment.

- Develop many attractive tourist attractions.

Helsinki, the capital of Finland

Local marketing program

Rainsito (2003) pointed out the success of the capital city of Helsinki in using local marketing to develop Helsinki into a dynamic economic center in Northern Europe.

The Helsinki Place Marketing Program was launched from January 1, 1998 to December 31, 2000 in cooperation with the local government and many other organizations in Helsinki to attract investment from foreign companies and organizations, and to develop Helsinki into a dynamic, safe and reliable economic center in Northern Europe. A group of strategic planners was established, consisting of three main departments: local positioning and investment consultancy, marketing communications and the department of event, fair and exhibition management.

The consultants were tasked with finding potential client groups who were interested in investing in Helsinki. During the program, they contacted nearly 3,000 companies, mainly from Switzerland, the United States, Germany and Central European countries. The selected companies were active in the fields of information technology, biotechnology, environment and services. In addition, the consultants also carried out promotional activities for the city of Helsinki, such as participating in consulting work and meeting businesses and investors interested in Helsinki at real estate fairs abroad.

The marketing communications department cooperates with specialized magazines of investors to introduce the outstanding features of Helsinki. Magazines from the UK, Germany, the US and Japan have paid special attention to the development and potential of Helsinki. Through the media, Helsinki is known for its political stability, good infrastructure, clean environment, good services, high level of information technology and is a commercial center of Northern Europe. It provides good facilities for direct investment projects, along with added values and a safe access bridge to other markets. The slogans used by Helsinki are: “New economic center of Northern Europe”, “Look far and do business in the central machine of the North”.

The Events, Fairs and Exhibitions Department organizes communication events, engaging many organizations in local marketing programs such as central and local agencies, embassies and foreign enterprises. In addition, they actively participate in many fairs and exhibitions in Europe and the US, creating opportunities to reach people interested in Helsinki.

Helsinki's local marketing program has established international business relationships and networks with many relevant organizations, from central to local levels, businesses, consultants, journalists and large corporations. Therefore, local marketing activities have been carried out in a very synchronous and effective manner. Businesses appreciate the Helsinki government's support for their business and look forward to continuing cooperation and development.

Learning experience

- Establish a strategic planning team for local marketing activities.

- Coordinate local entities to participate in implementation

- Focus on international cooperation and linkage to attract investment.

- Strengthen promotional activities.

Singapore

Local marketing program to develop tourism

Chye and Lionel Yeo (2015) pointed out that Singapore's success in tourism development is due to Singapore always knowing how to create new and attractive things to attract tourists. Singapore's tourism industry focuses on developing BTMICE tourism. In 2015, Singapore welcomed about 17 million tourists and earned nearly 30 billion SGD. Most of this revenue comes from BTMICE tourism technology. Singapore's success in tourism technology lies in the government's macro-strategic vision and the synchronous coordination between organizations, companies and the awareness of each citizen. The two largest centers serving Singapore's conference and exhibition activities are Suntec Singapore and Singapore EXPO. Suntec Singapore is known as the "convention city of Asia" because it not only serves conferences and exhibitions but also includes many other services. This is a block of five buildings

built like a cluster of five fingers on the left hand, in the middle of which is the world's largest fountain. Suntec Singapore is 75,000 m2 for meeting activities, 5,200 hotel rooms, 1,000 shops, 300 restaurants and a world-class performing arts center. Singapore EXPO includes six exhibition areas, each 10,000 m2 , with ten large halls and nine meeting rooms, this is one of the leading convention exhibition centers in the region. Not satisfied with the achievements, Singapore continues to invest in infrastructure as well as promote efforts around the world to serve the development goals of BTMICE in the future.

In addition, Singapore is also known as an international shopping center. High-rise buildings all have several floors below as supermarkets. Hotels also have supermarkets. Below the very spacious International Conference Areas are also attached to supermarkets selling branded goods; and there are also small markets selling discounted goods. The sellers are always cheerful and polite. There are places to exchange money everywhere, so it is very convenient for tourists to shop. Singapore is also famous for its world-class education and health care systems. Singaporean students learn English from primary school, textbooks at all levels are based on the curriculum of advanced countries, so the knowledge taught is always updated and modern. The National University of Singapore and Nanyang Polytechnic are the most prestigious schools in Singapore. In addition, Singapore also organizes training cooperation with many famous universities abroad. In recent years, Singapore has emerged as a medical treatment center that attracts a large number of foreigners. This strength has helped Singapore effectively exploit the type of study and medical tourism.

Learning experience

- Tourism development is one of the pillars of the economy.

- Coordinate local entities to participate in tourism implementation.

- Diverse types of tourism.

- Focus on developing BTMICE tourism which is specific to Singapore's tourism industry.

- Develop entertainment services.

- Developing technical facilities and infrastructure for tourism.

Thailand

Local marketing program to develop tourism

Luu Thanh Duc Hai (2009) shows that the success in tourism development in Thailand is due to the Government's very methodical planning and orientation for tourism development. The Thai Government always has a very thorough market research strategy and has appropriate approaches depending on each market. The Thai tourism industry sets revenue criteria, not the number of tourists. Therefore, promotional activities aim to encourage tourists to spend more money, shop more vigorously and promote Thailand as a shopping and relaxation center with slogans such as: "Visit Thailand", "Stunning Thailand", "Earthly happiness", "Unforgettable Thailand". In addition, Thailand focuses on developing diverse types of tourism, such as: cultural tourism, eco-tourism, MICE tourism, medical tourism, agricultural tourism, shopping tourism; at the same time

develop “no-price” tours in the low season, expand the transport network, restore traditional values to organize special events and introduce new tourist destinations, encourage foreign investment in tourism, develop human resources, develop a network of representative offices in key markets, create a clear, suitable and long-term brand image. Along with that is the commitment of the Government in terms of organization, finance, policy and strong, active participation of businesses and communities.

Learning experience

- Carefully research the tourism market before planning.

- Develop diverse types of tourism.

- Build "no price" tours in low season.

- Develop a network of representative offices in key markets.

- Strengthen tourism promotion activities.

- Encourage foreign investment in tourism.

- Human resource development.

- Coordinate local entities to participate in tourism implementation.

- Building image and brand for Thai tourism.

Malaysia

Local marketing program to develop tourism

Viet Ha (2013) pointed out the experiences in attracting international visitors that Malaysia has successfully applied, which are: exploiting three outstanding features to create uniqueness and attractiveness for tourism development. First, Malaysia is a multi-ethnic country, the blend of many different cultures creates a very unique cultural identity. With more than 60% of the population following Islam, Malaysia's Islamic culture brings interesting experiences to tourists. Besides, Malaysia also has a unique culinary culture and many attractive destinations. Tourists can freely explore the true beauty of Asia from luxurious cities, tropical forests to high mountains, pristine plateaus, beautiful beaches. In particular, the highlight of Malaysian tourism is diverse, world-class tourism products with competitive prices. Highlights are resort tourism, entertainment, adventure sports, shopping locations. Malaysia also promotes the development of new tourism products, such as medical tourism, educational tourism and MICE tourism to attract a large number of tourists from all over the world.

Learning experience

- Diverse tourism products.

- Focus on developing new tourism products.

- Develop entertainment services.

- Competitive price.

2.2.2 Domestic experience

Hanoi

Local marketing program to develop tourism

Hanoi, a thousand-year-old city with a rich cultural and historical tradition, was awarded the title “City for Peace” by Unesco in 1999. This is a beautiful image that Hanoi has used for marketing through many activities, such as: organizing the contest “Hanoi your rendezvous” for foreigners and overseas Vietnamese, an international painting contest for peace, a music and dance festival “Echoes of the City for Peace”, an international culinary festival for female staff of international organizations working in Hanoi.

Hanoi has many attractive destinations that attract tourists, such as: a rich system of museums, pagodas, traditional craft villages, the beauty and peace of Hoan Kiem Lake, the simple bustle of the Old Quarter with 36 streets. Many street names begin with the word "Hang", the most famous are Hang Gai with silk fabrics and silver products, Hang Quat with offerings and clothes, Hang Ma with cellophane products, and Lan Ong with herbal products. Every street is noisy and bustling with the scene of buying, selling, and working like a miniature craft village. These outstanding features are the focus of Hanoi's local promotion campaigns.

According to Ha Van Hoi and Vu Quang Ket (2010), to develop tourism, the city government has issued priority policies for investment in infrastructure development of key tourist sites and areas; tax support policies for souvenir production; policies to encourage economic sectors to participate in tourism business investment, especially investment in developing modern entertainment areas and theme parks. Increase financial support and socialize tourism promotion activities. Focus resources on investment in developing specific tourism products at national tourist sites, national tourist sites and key tourist sites and areas. Improve service quality, diversify tourism products associated with developing a network of agents, travel offices, and developing human resources.

Learning experience

- Building local image.

- Strengthen tourism promotion activities.

- Building technical facilities and tourism infrastructure systems.

- Develop policies related to tourism development investment, policies for businesses and local residents participating in tourism activities.

- Diversify types of tourism and improve service quality.

- Develop a network of agents and travel offices.

- Human resource development.

Ho Chi Minh City

Local marketing program to develop tourism

According to Ho Duc Hung and colleagues (2005), in the local marketing strategy for tourism development in Ho Chi Minh City, the City People's Committee has coordinated with agencies, departments, and businesses to actively implement many tourism promotion activities in Asia and Europe. Information and images of the city's tourism are introduced to tourists through mass media and many businesses' own websites. Some businesses have also established representative offices abroad. Coordination between state management agencies and businesses, between the city's tourism industry and related departments, as well as with neighboring localities is increasingly synchronous.

Learning experience

- Develop a network of agents and travel offices.

- Strengthen tourism promotion activities.

- Cooperate with other localities to develop tourism.

- Coordinate local entities to participate in tourism implementation.

Vinh Long

Local marketing program to develop tourism

According to Nguyen Van Hien and colleagues (2015), in the local marketing strategy for tourism development in Vinh Long province, the province has had practical programs and activities to bring the image, people, resources, and outstanding characteristics of the locality to tourists. The province has built typical tours of the South, in which tourists can access local people's homes and learn about their daily lives.

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