- Developing tourism human resources in a synchronous manner (in terms of quantity, quality and system) is the driving force to promote tourism development to become a key economic sector. From that practical requirement, the goal of human resource development by 2020 is to improve the quality of human resources for all levels of management, build a direct labor force of Can Tho City's tourism industry with sufficient quantity, balanced in terms of occupational structure and training level (from basic level and above), ensuring the quality of human resources to meet the needs of tourism development in the new period and international integration through innovation of human resource development policies and mechanisms, strengthening the capacity of the tourism training system. The content of the human resource development program focuses on solving the following issues:
- Invest in expanding and improving the training quality of the Faculty of Tourism of Can Tho University, focusing on training majors such as: Tour guide, Hotel and restaurant management, Culinary expert, improving the qualifications of the school's teaching staff. Only then can the school provide Can Tho tourism industry with a larger workforce and higher professional qualifications.
- Invest in and enhance the capacity of Can Tho College of Tourism, capable of undertaking the task of training and fostering human resources and professional qualifications for Can Tho City as well as other localities in the region, 100% of teachers are standardized, facilities and teaching equipment are equipped and upgraded synchronously... ensuring to become a modern training institution. Develop a team of on-site teachers, improve foreign language proficiency to meet the requirements of integration; programs, textbooks and apply tourism professional standards issued by the General Department of Tourism, retrain and foster managers and workers in the industry on professional skills and attitudes, service attitudes, and enhance the capacity of the tourism human resource development management system. In addition, applying new technology to tourism human resource development, international cooperation in human resource development, enhancing training and fostering of foreign human resources, raising comprehensive awareness of tourism, building a movement for the whole population to fully understand tourism and do tourism. Raising the responsibility of all levels, sectors and people of the city in communication skills, hospitality to contribute to building Can Tho people "Intelligent - Dynamic - Compassionate - Generous - Elegant".
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- Develop a project "Training and developing human resources for tourism in the city" with the goal of basically solving the quality problem by 2020, achieving a reasonable labor structure to affirm the sustainable development factor to become a tourism center of the Mekong Delta region, specifically: 100% of the team of tourism management and supervision staff are trained in depth in tourism, at least 60% of tourism workers are trained and fostered in professional skills, foreign languages, and information technology. Funding source: From the city's annual training budget (a portion of the priority budget must be set aside).
Mobilizing resources for human resource development through socialization and international cooperation. On the one hand, attracting investment from individuals and social sectors to participate in investing in human resource development. On the other hand, through government, non-governmental and international organizations to mobilize foreign funding sources in finance, knowledge and technology transfer. Thus, not only the state but also the community, individuals, economic sectors, enterprises and foreign organizations and individuals have favorable conditions to participate in training and developing tourism human resources.
- Raise awareness of local communities about tourism and tourism civilization. First of all, propaganda in tourist areas. Must create pride in Can Tho's tourism potential in every Can Tho resident. Show people the benefits through the city exploiting these potentials to develop tourism, which is improving people's lives, creating jobs for local children... and what could be more proud if tourists know a lot about Can Tho, visit Can Tho and leave with a good impression of the land and people here.
- Raising awareness is needed in all people, all generations, all ages, especially the young generation, the future generation needs to be raised as soon as possible, even when they are elementary school students, teachers and families can tell them about Vietnam, as well as Can Tho and the tourism potential of the Tay Do region. Only then, along with the training process, will it be certain to create a team of successors serving and operating in the field of professional tourism, ensuring understanding of tourism as well as meeting communication skills with tourists in a natural and harmonious way.
- To raise people's awareness of tourism, the city, especially the Department of Culture, Sports and Tourism, needs to have specific programs of activities with a long-term propaganda strategy to create more and more people of tourism and the tourism community in Can Tho. Can Tho needs to coordinate with local radio and television stations to increase broadcasting time, introduce to the public the tourism potential, the beautiful scenery, the attractive destinations in the city as well as introduce the policies and guidelines of the Party and the State and Can Tho on tourism. Organize seminars on mass media on the topic of tourism, as well as the topic of conservation and sustainable tourism development in Can Tho,...
3.3.2.6 Service provision process
The quality of life is increasingly improved, so the needs of tourists are increasingly improved. To satisfy tourists, tourism products must not only be attractive but also always ensure quality.
- Can Tho tourism industry needs to have solutions: Establish a specialized team to observe and inspect tourism products of businesses and tourist destinations. At the same time, listen to feedback from tourists about service quality, research competitors' products, tourism products of other provinces and cities to find measures to improve Can Tho's tourism quality; regularly update and design services suitable to the needs and tastes of tourists, promptly resolve customers' problems.
- Service provision must be perceived as a scenario, encouraging scientific research to serve the pressing issues of the Industry, research on the application of science and technology to serve state management in the tourism sector. Develop product development strategies, market strategies, promotion strategies, diversify and improve the quality of tourism products and services; promote technology and modernization of the tourism industry, apply tourism information technology in the industry (in the immediate future at specialized Departments), apply e-Marketing to activities: Direct marketing, online advertising, customer service through tools on the Web and Internet such as chat, voice, video conference ...; conduct automatic customer opinion surveys using questions on the Web, register on trading floors, e-commerce portals, organize forums to learn about customer opinions.
- Expand cooperation and exchange with domestic and foreign scientific organizations, guide, encourage and facilitate enterprises to research and apply science and technology in production and business. In particular, focus on booking, online payment, building websites for promotion and business, proactively integrate and cooperate internationally to take advantage of investment capital, customers and tourism development experience.
3.3.2.7 Physical evidence and design management
Physical evidence can be used to facilitate service delivery, the skillful use of physical evidence can attract desired segments, thereby supporting the management of tourism demand.
We want everyone when mentioning Can Tho tourism to be like mentioning a close person, easy to feel, easy to share, but full of personality,... Therefore, it is possible to position Can Tho's tourism brand as: Can Tho tourism is friendly to people and nature, safe and hospitable, a great place to enjoy the weekend. On the other hand, it is necessary to build a brand personality for Can Tho tourism with typical characteristics: Brave, courageous, kind. In this personality, Can Tho tourism brand reminds of the land, a place with heroic, brave, loyal and courageous children. That image is probably the attraction for tourists because of its connection with Vietnam's heroic war history, which will arouse curiosity and exploration in tourists coming to Can Tho. At the same time, develop the Can Tho city tourism logo.
3.4 Recommendations
3.4.1 Government
There is a policy of lending with preferential interest rates for identified priority tourism projects; there is a suitable tax policy, especially on land tax for tourist areas, prioritizing Can Tho's tourism development projects in the list of projects calling for domestic and foreign investment, in which attracting domestic capital and investment experience is considered the top priority.
3.4.2 Vietnam National Administration of Tourism
Expanding policies and procedures for entry and exit for domestic and international tourism creates opportunities for international travel and foreign visitors to Vietnam. Strengthening the promotion of images of Vietnamese tourist destinations on the Internet.
media in general and for the Mekong Delta in particular. Invest in building and renovating domestic tourist areas and spots; introduce many policies to stimulate tourism. Regularly organize large-scale tourism events.
3.4.3 Can Tho City People's Committee.
It is necessary to clearly demonstrate and affirm one's role and responsibility in developing the economic structure of Can Tho. From there, there are decisions on development policies with clear priority levels for projects that need to be built on transport infrastructure, technical facilities, telecommunications, etc. to promote the development of economic sectors, including tourism. Simplify administrative procedures for key projects to increase benefits for the locality, especially tourism development investment projects on infrastructure and facilities serving tourism. Provide maximum support to the tourism industry so that they can make their own decisions as well as create favorable and easy conditions for planning the development of tourism in the city.
For the Department of Culture, Sports and Tourism of Can Tho city.
It is necessary to further demonstrate its position and role in the development of Can Tho tourism. This requires a team of competent staff to undertake this responsibility. The Department needs to have a department to store and regularly update information and data of the tourism industry such as information about customers, the number of visitors changing over the months of the year, the number of visitors to each tourist destination, tourist area, revenue of tourism units, profits of tourism units, investment in the tourism industry, etc. These data need to be statistically and scientifically managed to analyze the fluctuations of the customer market and the tourism industry itself to have timely responses to changes as well as the basis for building the industry's operational strategy. Regularly update experiences and information related to tourism development from other provinces as well as from tourism experts around the world. Attracting investment to implement tourism projects is still relatively slow. The Department of Culture, Sports and Tourism, the Tourism Information and Promotion Center, and the Tourism Association need to have a specific coordination program every year and for an entire strategic development period, regularly creating a bridge to share information between operating businesses and potential investors to create a healthy competitive environment, protect the interests of tourism businesses as well as call for investment capital and create favorable conditions.
facilitate investors to easily penetrate into tourism business development according to approved planning. Pay attention to the exploitation and conservation of natural and human tourism resources, have policies to promote and advertise Can Tho tourism image to domestic and international tourists.
CHAPTER 3 SUMMARY
Can Tho tourism is in the process of exploitation and development. However, the development is not commensurate with the location and potential of Can Tho.
Through the objectives, orientations for Can Tho tourism development and the results of the actual survey, as well as the analysis results in chapter 2; the content of this chapter provides marketing solutions to develop Can Tho tourism by 2020.
The proposed solutions aim to enhance market research activities as well as strategies on products, distribution, pricing, promotion, people, service delivery processes and physical evidence. In addition, recommendations are made to the Government, the General Department of Tourism and the Can Tho City government to have support policies to contribute to the sustainable development of Can Tho tourism until 2020.
CONCLUDE
Tourism is a smokeless industry, tourism brings great benefits in terms of revenue and many benefits to suppliers, to Can Tho, to the country. Tourism products have very different characteristics compared to commodity products. Therefore, marketing is very necessary in the tourism business. In the period of 2013-2020, Can Tho tourism industry needs to have appropriate marketing strategies to meet diverse needs, always looking for innovation and difference in tourism products, to meet the increasing demands of tourists.
Through analyzing and proposing the above groups of solutions, it will contribute to the development orientation of Can Tho tourism in all aspects, creating a connection from management, organization, improving professional capacity on par with the region and the whole country, contributing to the increasingly high proportion of Can Tho city's GDP. Creating motivation for Can Tho tourism industry in general and tourism companies, enterprises, and establishments to develop comprehensively, strongly in quality and sufficient in quantity.
Through its research method, the thesis presents the following issues:
Presenting the theoretical basis of tourism products, characteristics of tourism products, tourism marketing and the necessity of tourism marketing, market research activities, selecting target markets, environmental impacts on tourism and 7P marketing strategy.
Evaluate the potential and current status of Can Tho tourism business from 2009 to 2013, analyze the impact of the environment on Can Tho tourism, especially focus on evaluating the current status of tourism marketing activities, and thereby evaluate the position of Can Tho tourism.
Through the analysis in chapter 2, chapter 3 has provided marketing solutions as well as recommendations to the Government, the Ministry of Planning and Investment; Vietnam National Administration of Tourism and tourism workers to develop tourism in Can Tho city by 2020.
Limitations of the topic and future research directions: Secondary data: statistics on the number of visitors to Can Tho, visitors coming and going have not been updated accurately, investment capital in Can Tho's tourism industry has not been statistically and managed. Therefore, the topic has not comprehensively evaluated the tourism industry.