Measures to Develop Tourism Marketing in Cao Bang

Focusing on developing a synchronous and effective marketing policy, paying attention to product policy, price policy, and human policy, will contribute to enriching society and creating income for all classes of people in the province.

4.1.2.2. Socio-cultural goals

Developing tourism in Cao Bang province aims to preserve and promote the cultural traditions and national identity of the locality, preserve a clean and healthy human environment, and at the same time reasonably exploit historical and cultural relics and typical customs and practices of unique folk art. Acquiring experience in developing high-quality cultural tourism from both the country and abroad to diversify local tourism products.

In addition, tourism development has a harmonious combination between State organizations and the private sector to generate revenue for the budget, contributing to improving the material and spiritual life of local people, expanding people's knowledge, and improving the lives of ethnic minorities, especially in remote areas.

4.2. Measures to develop tourism marketing in Cao Bang

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Cao Bang has diverse and rich tourism resources, it is necessary to implement many policies to exploit the potential and advantages to develop tourism services. To contribute to accelerating the development of Cao Bang tourism industry, improving the efficiency of tourism business in the province, in the coming time, there must be investment in tourism marketing of Cao Bang province so that this work can truly become an important activity that brings practical benefits to tourism activities in particular and the general development of Cao Bang province.

4.2.1. Raising awareness of Tourism Marketing, making Tourism Marketing a highlight throughout tourism business activities in Cao Bang province

To develop tourism marketing in Cao Bang, first of all, it is necessary to raise awareness about tourism and tourism marketing, especially the important role of marketing in creating and exploiting the tourist market. This awareness directly affects tourism marketing activities, indirectly affects tourism business results, so to achieve effectiveness in this awareness, it is necessary to impact

into all values, perceptions, viewpoints, and actions. Based on the problem, the tourism industry plays a very important role in the local economy, is a pioneer in leading the structural shift to services, promoting local economic strengths and improving people's lives. First, it is necessary to raise awareness and knowledge from a part of the province's economic and tourism managers. Inviting a foreign expert to lecture on the role and benefits of tourism marketing, or emphasizing the impact of tourism marketing in neighboring localities on tourism business efficiency will have an impact on awareness, thereby positively influencing managers, to have a reasonable planning policy and marketing strategy for Cao Bang Tourism.

4.2.2. Organizing, exploiting and developing tourism with related industries

* The Provincial People's Committee and related sectors create favorable conditions for Cao Bang tourism industry through decisions and legal documents so that travel businesses can develop best; have plans to build detailed projects in key tourist clusters and spots, consider priority projects, create budget capital for tourism promotion and advertising (can be mobilized from tourism businesses and deducted from tourism service fees), at the same time focus on protecting landscapes and environment at tourist spots with plans to reserve land for tourism development; Focus investment capital on building entertainment and sports tourism areas, infrastructure at tourist areas and key tourist routes.

* The Department of Culture, Sports and Tourism of Cao Bang province allocates investment capital to preserve and upgrade historical and cultural relics that have been ranked as important in the province, especially Pac Bo cave area, Cao Bang town and surrounding areas, and thoroughly resolves the situation of encroachment and violation of relics.

* The Provincial People's Committee is piloting the equitization of inefficient state-owned hotels and restaurants, aiming to attract investment capital, dissolve loss-making enterprises, and change the purpose of use of tourism establishments that have been invested in and developed but have not brought about economic efficiency.

* The Department of Transport conducts surveys for new investments and upgrades of infrastructure (roads, bridges, etc.) to facilitate traffic and passenger transport;

Upgrade roads and access roads to scenic spots and cultural relics.

* Cao Bang Department of Education and Training focuses on training professional skills, knowledge of tourism management and business, tourism marketing for operators and tour guides. Cooperate with foreign universities (especially Chinese) to train staff.

* Cao Bang Department of Industry and Trade focuses on developing free trade zones at Ta Lu and Bang Ca border gates, creating conditions for developing trade services and developing tourism throughout Cao Bang.

* Cao Bang Customs Department proposes legal documents regulating people and luggage entering and exiting via tourism routes, upgrading the system of equipment and inspection staff, performing quick and neat procedures for guests, improving professional qualifications, ensuring serious, civilized and polite behavior so that international tourists have a good impression right from the moment they enter the country.

* The Security Department and the Immigration Department facilitate the quick issuance of passports and visas for tourists entering the country, thoroughly understand the working attitude towards tourists, and help tourists enter and exit the country smoothly and easily from the perspective of ensuring national security and safety for tourists.

* The Department of Natural Resources and Environment, the Department of Science and Technology and relevant sectors coordinate to direct issues of preserving and protecting the natural landscape and tourist landscape, resolving and overcoming environmental incidents, to create the best conditions for tourism development.

In the organization and implementation work, it is necessary to pay attention to: Effectively using the capital to attract and invest in areas that bring high profits and are urgent, in the long term it will create momentum for Cao Bang tourism to develop and bring revenue to the State budget and other social benefits; Limiting investment in common business areas to avoid spreading capital while investment capital is still limited; Focusing on the hotel business to make this industry operate successfully.

highly effective as neighboring localities have done well. Capital resources used effectively will create a favorable economic environment for socio-economic development in general.

general and tourism in particular in the province. Focus on attracting investment from economic sectors to upgrade, expand and modernize technical facilities and infrastructure serving tourism to effectively exploit tourism resources and facilities for investment and construction. Strengthen the role and responsibility of sectors and the whole society in implementing environmental protection measures and limiting negative impacts on the tourism environment for sustainable tourism development.

4.2.2. Socialization of tourism

For Cao Bang province, “Socializing tourism” is the most practical direction. Nothing is more effective than the people, especially ethnic minorities, joining hands in tourism marketing. Only the ethnic identities expressed in the stilt houses and the indigo shirts that are typical of Cao Bang land, can truly attract visitors.

However, as presented in Chapter III, the socialization of tourism in Cao Bang province is currently not well implemented. The policy of socialization of tourism needs to be implemented to mobilize social resources to invest in building and developing infrastructure, types of entertainment services, with the following measures:

Firstly, focus on promoting the participation of local communities in tourism development planning; ensure a reasonable division of benefits between tourism businesses and local residents, improve people's lives, and contribute to socio-economic development. Developing tourism services here is closely linked to the interests of local residents, who directly participate in services such as selling souvenirs, taking photos, running restaurants, hotels, etc. Encourage organizations and individuals participating in tourism business to build rich and unique tourism products, with their own characteristics of Viet Bac in general and Cao Bang in particular, while improving the quality of existing products and diversifying products, focusing on cultural - historical and ecological tourism products.

Second, Regularly propagate and educate to raise awareness of the community about tourism activities so that people understand and know how to do tourism, moving towards socializing tourism. Bring awareness of "village doing tourism, family doing tourism, people doing tourism"

to each individual in the province, most effectively through propaganda to each locality. Raising people's awareness of their role in preserving national identity, bringing sustainable income.

The Department of Culture, Sports and Tourism needs to regularly open training courses on communication and behavioral skills and raise awareness for people as well as economic sectors in protecting the environment and landscapes of tourist destinations, raising people's awareness of local products, such as brocade, handicraft products of craft villages, culinary dishes, etc.; at the same time, direct local authorities to organize propaganda, raise people's awareness of culture, tourism, participate in maintaining environmental hygiene at tourist destinations, ensuring green, clean, beautiful and civilized to attract more and more tourists to visit.

Protect DL resources

Socialization of DL

Improve DL efficiency

Social Development

Figure 4.1. Benefits of socializing tourism

KT Development

Source: Author compiled from the Internet

Socialization activities are well implemented, first of all, in coordination with state management agencies and related sectors to direct the implementation and promote socialization in the entire culture, sports and tourism sector, in coordination with related state management agencies. With preferential policies, creating an open environment to mobilize social resources to invest in developing the tourism industry in parallel with promoting the restoration of historical and cultural relics, building tourist clusters and routes, developing traditional craft villages associated with tourism activities... In addition to the support policies according to state regulations to encourage organizations and individuals of all economic sectors to invest in the tourism sector, the province creates favorable conditions for administrative procedures, site clearance, establishment

Development support fund, support and encourage communities to participate in tourism activities, especially tourism in families, villages, hamlets, cultural and tourist villages.

All socialization activities, regardless of their form, have contributed significantly to promoting the development of the cultural and tourism industry. For tourism to truly become a spearhead economic sector with high and sustainable growth, it is necessary to socialize tourism to mobilize resources for development. In addition, socialization will gradually create professionalism for people when doing tourism, while paying attention to preserving cultural and natural heritages, bringing the province's tourism to develop stably and sustainably, worthy of being a major tourist destination of the country.

4.2.3. Product positioning, market segmentation, target market identification

Product positioning of tourism businesses in Cao Bang is essential. Tourists, like consumers, weigh the costs and benefits of specific destinations - their investment of time, effort and resources against the reasonable returns in education, experience, enjoyment, relaxation and memories. Localities and tourism businesses need to strive to compete on cost, minimize risk, maximize convenience and comfort. In addition to these basic principles, tourists also compare the pros and cons of competing destinations, such as geography, special interests, and amenities, so in addition to marketing the destination, it is also necessary to market the specific attractions and characteristics of each business, each type of service that the unit provides to customers.

Through segmenting the tourism market to clearly determine not only how many tourists need to attract but also which type of tourists need to be attracted and the specific policy for each type of tourist. Segment the market according to the ability to pay (demand curve and elasticity), segment according to the purpose of the tourist's visit as mentioned in Chapter III. Currently, Cao Bang is wasting resources and resources when trying to attract all types of tourists, without specific policies for each type. There are two methods to identify natural target groups, the first method is to collect information about existing tourists, such as destination, where they come from, why they come to travel... The second method is to control

investigate the local attractions and predict which types of tourists are naturally interested in those attractions [19, 7] . Through conducting surveys and analyzing the attractive features of Cao Bang tourism (Appendix 2) and analyzing them, it is possible to draw relatively consistent results, the current target market of Cao Bang needs to be clearly defined as oriented towards the domestic market, focusing on the target audience.

knowledge, cadres, relatively old age; visitors combined with seminars, commerce; young visitors who love to explore. With the knowledge visitors, it is relatively difficult to satisfy them, this group of visitors often prefers cultural tourism, conference tourism, low consumption capacity, however, they are very passionate about exploring, exploring and can return many times. Once leaving a good impression on the visitors, it will bring many great effects such as investment opportunities, or other cultural development opportunities. However, it is also important to note that the generation of veterans and adults during the resistance war - those who appreciate the value of Cao Bang's historical relics, will gradually grow old and no longer be able to travel and visit, and when the time comes for the generations born later, with high consumption needs and higher spending levels, the level of interest in cultural and historical issues may not be equal to that of the previous generation. Therefore, Cao Bang tourism needs to be able to respond to changes in population and lifestyle. Managers and policy makers need to pay close attention.

Young customers are passionate about adventure travel, unique impressions of landscapes, local lifestyle, and cuisine will satisfy them and when they return, they can advertise to relatives, friends, or share on social networks, which is an effective advertising method.

The potential market of Cao Bang tourists is those who have not yet visited and enjoyed Cao Bang, or have come but have not had the opportunity to visit all the tourist destinations. The Cao Bang tourism industry needs to pay attention to exploiting the spending from these subjects, because the life of the people in the country is increasingly improving, the demand for travel is increasing, especially in the context of stressful and tiring work, taking advantage of the potential of ecological forest tourism is very beneficial for health, taking advantage of the advantages that the natural landscape brings to Cao Bang.

and cool climate all year round in many areas of the province to expand ecotourism for the domestic tourist market, contributing to raising the people's knowledge, improving the material life of the people, improving the socio-economic efficiency. In addition, Cao Bang also has the conditions to develop conference and research tourism, so tourists combining conferences and work are also a potential market. With this potential customer market, it is necessary to have a separate promotion policy. Currently, Cao Bang tourism businesses are relatively passive according to the season, so the tourism industry of Cao Bang province needs to be proactive and flexible, contacting travel businesses in other localities, doing a good job of market and marketing, depending on the target of achieving sales or revenue to develop the market.

For the Chinese tourist market alone, which accounts for a large proportion of the international tourist structure to Cao Bang every year, the Cao Bang tourism industry needs to promote the exploitation of this market of more than 50 million people. Currently, the travel procedures for Guangxi people to Cao Bang for tourism have been shortened and made much more convenient, so Cao Bang needs to promote: well implementing Decision 229 of the General Department of Tourism on the Regulations for welcoming Chinese tourists with tourist cards; Focus on resolving difficulties, creating the most favorable conditions to attract tourists; expand joint ventures and partnerships with Guangxi province, organize inter-provincial tours to meet the needs of tourists going deep into the country.

4.3.4. Developing Marketing policies for Cao Bang tourism

4.3.4.1. Product policy

Diversifying tourism products is one of the things that tourism investors must do, in order to bring joy, excitement and new feelings to tourists. If businesses and localities in the province focus on investing in diversifying tourism products, Cao Bang tourism will have a breakthrough and develop strongly.

a. Organizing tourist spots, clusters and routes

Regarding tourist attractions , Cao Bang province needs to prioritize investment in tourist attractions with unique resources and high attraction for tourists, especially giving priority to tourist attractions of national significance and some of the province's promising tourist attractions.

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