Local marketing to develop tourism in Ben Tre province - 1

ACADEMY

VIETNAMESE SOCIAL SCIENCES

Academy of Social Sciences

DANG THANH LIEM

LOCAL MARKETING TO DEVELOP TOURISM IN BEN TRE PROVINCE

Major: Economic Management Code: 9.34.04.10

DOCTORAL THESIS IN ECONOMICS

SCIENTIFIC INSTRUCTOR:

Dr. TRAN ANH MINH

Dr. NGUYEN DINH HOA

Hanoi, 2018

COMMITMENT

I hereby certify that this is my own research work, the data presented in the thesis are honest and have clear sources. The scientific conclusions in the thesis have never been published in any other research work.

Thesis author

INDEX

INTRODUCTION 1

CHAPTER 1: OVERVIEW OF RESEARCH WORKS RELATED TO THE TOPIC 9

1.1. Foreign research situation 9

1.2. Domestic research situation 14

1.3. The issues raised in the thesis continue to be addressed 23

1.3.1. Issues clarified by the authors 23

1.3.2. Issues that need further research 24

CHAPTER 2: THEORETICAL AND PRACTICAL BASIS OF LOCAL MARKETING FOR TOURISM DEVELOPMENT 25

2.1. Theoretical basis of tourism 25

2.1.1. Concept of tourism 25

2.1.2. Types of tourism, tourism products and tourists 26

2.1.3. Tourism development 29

2.2. Theoretical basis of marketing 30

2.2.1. Marketing concept 30

2.2.2. Core issues of marketing 32

2.2.3. Marketing management 34

2.3. Theoretical basis of local marketing 35

2.3.1 Local concept 35

2.3.2. The concept of local marketing 36

2.3.3. Local marketing components 39

2.3.4. Subjects implementing local marketing 40

2.3.5. Local marketing factors group 44

2.3.6. Customers in local marketing 46

2.4. The relationship between local marketing and tourism development 47

2.4.1. Local marketing and tourism development 47

2.4.2. The role of tourism in socio-economic development 49

2.5. Local marketing content for tourism development 50

2.5.1. Analysis of local business environment 51

2.5.2. Local strategic vision and marketing goals 54

2.5.3. Building a local marketing strategy 54

2.5.4. Organizing local marketing implementation 57

2.5.5. Checking and evaluating local marketing activities 58

2.5.6. Implementing local tourism marketing mix 58

2.6. Factors affecting and local marketing models on tourism development 62

2.6.1. Factors affecting local tourism development 62

2.6.2. Local marketing model to develop tourism in Ben Tre 65

2.6.3. Building criteria for evaluating local marketing to develop tourism in Ben Tre province 66

2.7. Some local marketing experiences to develop tourism 72

2.7.1. Local marketing experience in developing tourism in the world 72

2.7.2. Experience in marketing tourism development in Vietnam 78

2.7.3. Some lessons learned from tourism development in Ben Tre province 82

CHAPTER 3: CURRENT STATE OF LOCAL MARKETING TO DEVELOP TOURISM IN BEN TRE PROVINCE 84

3.1. Overview of Ben Tre province 84

3.1.1. Potential for tourism development in Ben Tre province 84

3.1.2. Socio-economic situation of Ben Tre province 87

3.2. Current status of local marketing activities to develop tourism in Ben Tre province

................................................................ ................................................................ ...................................91

3.2.1. Local marketing on local brands 91

3.2.2. Customer Marketing 92

3.2.3. Marketing of tourism products and services 97

3.2.4. Distribution Marketing 99

3.2.5. Marketing of investment environment 105

3.2.6. Marketing to local residents 109

3.2.7. Tourism promotion marketing 110

3.2.8. The role of local government 112

3.3. Tourist reviews of Ben Tre tourism 114

3.3.1. Sample information 114

3.3.2. Local brands 114

3.3.3. Product 117

3.3.4. Price competition 119

3.3.5. Tourism promotion 120

3.3.6. Infrastructure 121

3.3.7. Tourism infrastructure 121

3.3.8. Local residents 122

3.4. General assessment of local marketing to develop tourism in Ben Tre province 124

CHAPTER 4: SOME SOLUTIONS AND RECOMMENDATIONS FOR LOCAL MARKETING TO DEVELOP TOURISM IN BEN TRE PROVINCE 129

4.1. Background and development trends of world and Vietnamese tourism 129

4.1.1. Background and trends of world tourism development 129

4.1.2. Background and development trends of Vietnam tourism 130

4.2. Marketing viewpoints, goals and orientations to develop tourism in Ben Tre province 132

4.2.1 Viewpoint 132

4.2.2. Target 133

4.2.3. Marketing orientation to develop tourism in Ben Tre province 133

4.3. Marketing solutions to develop tourism in Ben Tre province 136

4.3.1. Management solution group of Ben Tre provincial government 136

4.3.2. Customer solutions group 137

4.3.3. Ben Tre tourism brand solution group 139

4.3.4. Group of solutions for tourism product development 141

4.3.5. Local residential solutions group 143

4.3.6. Group of solutions on investment environment 145

4.3.7. Distribution solution group 146

4.3.8. Group of solutions to promote tourism 147

CONCLUSION 149

REFERENCES 151

LIST OF ABBREVIATIONS

1

AEC	: ASEAN Economic Community
2	AFTA	: ASEAN Free Trade Area
3	APEC	: Asia Pacific Economic Cooperation Forum
4	ASEAN	: Association of Southeast Asian Nations
5	ASEM	: Asia-Europe Cooperation Forum
6 7	EWEC GDP	: Economic-tourism development cooperation Economic Corridor East-West : Gross domestic product
8	PATA	: Pacific Asia Travel Association
9	Ho Chi Minh City	: Ho Chi Minh City
10 11	CPTPP UNWTO	: Comprehensive and Progressive Agreement for Trans-Pacific Partnership Positive : World Tourism Organization
12	WEF	: World Economic Forum
20	WTO	: World Trade Organization

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LIST OF TABLES

Table 3.1. GDP growth of Ben Tre and the whole country in the period 2010-2016 88

Table 3.2. Total investment of Ben Tre in the period 2010-2016 88

Table 3.3. Total export value of Ben Tre in the period 2010-2016 89

Table 3.4. Number of international visitors to Ben Tre in the period 2010 - 2016 92

Table 3.5. International tourist market to Ben Tre 93

Table 3.6. Number of domestic visitors to Ben Tre in the period 2010 - 2016 94

Table 3.7. Tourism investment in Ben Tre province in the period 2011 - 2014 95

Table 3.8. Tourism revenue of Ben Tre and the whole country in the period 2010-2016 96

Table 3.9. Number of accommodation establishments in Ben Tre in the period 2012 - 2016 100

Table 3.10. Average income per capita by GDP in the period 2010-2016 109

Table 3.11. Tourism labor in Ben Tre province in the period 2011 - 2014 110

Table 3.12. Tourists' assessment of the attractiveness of 115

Table 3.13. Tourists' reviews of Ben Tre tourism image 116

Table 3.14. Tourists' evaluation of tourism products 117

Table 3.15. Tourists' evaluation of product and service quality 118

Table 3.16. Tourists' evaluation of price competition 119

Table 3.17. Tourists' evaluation of tourism promotion 120

Table 3.18. Tourists' assessment of infrastructure 121

Table 3.19. Tourists' assessment of tourism infrastructure 122

Table 3.20. Tourists' assessment of social environment 123

Table 3.21. Tourists' assessment of the quality of tourism human resources 123

LIST OF FIGURES

Figure 2.1. Core concepts of marketing 33

Figure 2.2. Marketing management process 35

Figure 2.3. Model of local marketing components 39

Figure 2.4. Relationship between subjects in tourism activities 40

Figure 2.5. Local marketing model for tourism development in Ben Tre 65