Product Development, Branding for Tourist Destinations and Routes

Inter-regional and international tourist routes passing through Quang Nam (cross-Vietnam tourist route, Ho Chi Minh road, " Central Heritage Road ", etc.) make these routes and points a part, link, and stop in international tourist routes/tours exploited by domestic and foreign enterprises.

d. Subject implementing the solution

The Department of Culture, Sports and Tourism selects priority tourist destinations and routes for investment in infrastructure and technical infrastructure to be included in the short-term, medium-term and long-term investment program submitted to the Provincial People's Committee. The Department of Transport implements the planning of the transport sector (road network, means of transport, establishment of transport routes, construction of river ports and seaports). The Department of Planning and Investment of Quang Nam promotes the attraction of tourism projects. The Department of Industry and Trade develops the service network along the road - tourism route. Domestic and international enterprises directly invest in the construction and exploitation of tourist destinations. People at tourist destinations and villages organize tourism services and homestays to welcome guests.

4.2.1.4. Developing products and brands for tourist destinations and routes

Maybe you are interested!

a. The role of the solution: The diversity, quality, and brand of the product determine the HD, exploitation level, and ability to welcome visitors of the tourist spots and routes in Quang Nam.

b. The goal of the solution is to shape the tourism product system for the next 20-30 years. Product development must be carried out simultaneously with brand building and brand positioning, and image for tourism destinations and routes.

c. Content

Develop tourist destinations and routes with unique products based on the strengths and characteristics of the land, culture and people of Quang Nam. Focus on developing tourist products at destinations and routes in a way that does not overlap or resemble neighboring destinations. There must be many different tourist destinations and products in the route. Each route has "hard" tourist destinations that do not change and "soft" tourist destinations that can be flexibly changed according to each group of visitors.

Forming the product and brand system according to the following basic groups: (1) Group of LS-VH, DSVHTG tourism products, (2) Group of resort, sea - island tourism products, (3) Group of community tourism products, (4) Group of culinary products, (5) Group of mountain tourism, adventure sports products, (6) Group of MICE, shopping tourism products, (7) Group of religious tourism, traditional education products, (8) Group of event and LH tourism products, (9) Group of entertainment products, (10) Group of new tourism products.

Building tourism brands in Quang Nam is associated with the tourism brand of the province as " One destination, two world heritages" and of the region as "Central Heritage Road". At the same time, tourism destinations must have specific geographical indications, characteristics, and forms.

Unique images and slogans for easy brand recognition. Invest in building and renewing the brand for 6 points and 5 first-class tourist routes. Then build the brand for 6 points and 3 second-class tourist routes and finally the third and fourth points and routes. Organize the brand building according to the process, with the participation of consultants from experts and from businesses, localities and people.

d. Subject implementing the solution

The Department of Culture, Sports and Tourism of Quang Ninh province develops projects, plans and specific programs to develop tourism product groups in each period. At the same time, coordinate with the Department of Science and Technology, Department of Agriculture and Rural Development, Department of Industry and Trade, Tourism Association, enterprises, press and television agencies, and people to effectively develop tourism products and brands.

4.2.1.5. Linking tourism development

a. The role of the solution : LK is an important solution that affects the effective exploitation of points, routes and tourism industry.

b. The goal of the solution is : to propose forms, plans and cooperation partners so that Quang Nam tourism can develop effectively in the coming time.

c. Content

- Linking intra-provincial routes with inter-provincial, inter-regional and international routes:

+ Linking Quang Nam province with provinces in the Central Highlands and Central Highlands tourism regions. In particular, linking with Da Nang city and Thua Thien-Hue province to make these three localities become the main centers in the " Central Heritage Road" routes. "Linking Quang Nam - Hue - Da Nang in the work of promoting and identifying to create resources, save costs and create a common brand for development" [66] . At the same time, linking with localities in the Central Highlands and Central Highlands tourism regions on infrastructure, technical infrastructure, and promotion to exploit the cross-Vietnam tourism route associated with National Highway 1A and Thong Nhat railway. Focusing on building tourism tours with diverse service product structures, and guides associated with world cultural heritage, historical and cultural relics, craft villages, mountains, forests, and islands.

+ Linking with the Central Highlands: Building tourism programs and tours to connect with the "Green Road of the Central Highlands" tourism route (HCM road, National Highway 14), the tourism route following the "East-West economic corridor" to create diversity in heritage tourism products, culture of the delta, sea and islands with heritage, culture, and nature of the highlands that can attract tourists.

+ Link with Laos and Thailand through the “ Indochina Heritage Road” and the “East-West Economic Corridor” to form the brand “3 countries 1 destination”. Focus on forming tourism tours with unique products, diverse attractions, and cultural and natural characteristics of each country. Establish cross-border transportation routes so that tourists can easily access tourism destinations in the countries.

- Connect with border gates, traffic hubs , tourism centers, and customer distribution centers . Build routes to pick up and distribute customers from airports, seaports, and the center of Da Nang City, Hoi An to tourist destinations. In particular, tourism businesses expand their scope of operations to customer distribution centers such as Da Nang City, Hue, Hanoi, Ho Chi Minh City, and countries in the region such as Thailand, Singapore, China, etc. as a focal point to attract customers to take advantage of opportunities from later integration with the world economy.

- Exploiting the Vietnamese community abroad well : Exploiting the Vietnamese community abroad to promote, advise, support procedures to bring tourists to Vietnam and Quang Nam and through Vietnamese people to open branches and representative offices abroad. It must be determined that this is an effective channel for future cooperation and cooperation and a low-cost channel.

- Link with service businesses. Organize links, cooperation, and sign commitments between service providers such as food and beverage services, hotels, entertainment services, souvenir sales, etc. to control costs, divide benefits and profits between service segments, so that each service provider has the conditions to invest in specialized products (Appendix 4.3).

d. Subject implementing the solution

The Department of Culture, Sports and Tourism and the Tourism Association advise the People's Committee of Quang Nam province to cooperate with the provinces of the Central Highlands and the Central Highlands, the provinces of the North Central Highlands and the provinces and countries in the "East-West Economic Corridor". At the same time, coordinate with the Department of Foreign Affairs to promote the expansion of the international tourism market. The Department of Information and Communications and media agencies promote tourism activities, tourist destinations and routes. The Department of Transport works with airlines to establish flights to Chu Lai airport. The Quang Nam Tourism Association coordinates with tourism associations of provinces in the region to support tourism businesses. Businesses, tourism service establishments and people must "join hands" to cooperate in providing services to customers to reduce costs and intermediary costs.

4.2.1.6. Promotion and advertising of tourist destinations and routes

a. The role of the solution: Promotion helps tourists have enough information about tourist destinations, routes and products. Promotion will expand the market and increase visitors to tourist destinations and routes in Quang Nam.

b. The goal of the solution is to choose means, tools and forms that can convey quickly, completely, effectively and have a wide promotional scope to provide information and images of Quang Nam tourist destinations and routes to the most tourists.

c. Content

The means to carry out promotion include:

(1) Via the internet. Currently, “more than 60% of international customers and 45% of domestic customers search for

understand information online before booking a tour to Quang Nam, buying and selling tours online will save about 30% of costs and over 90% of time for tourists " [21]. Therefore, focus on building specialized tourism websites with full information about tourist attractions, tourism routes, tourism products, and related information that tourists need. Form a team specializing in promoting tourism brands via the internet in particular and media channels in general; regularly update new services and products of tourism destinations and must update information about tourism destinations.

(2) Through television . According to the survey results of the EU project, "27.4% of tourists use information from television to choose a destination" [36]. Therefore, promotion through specialized pages, short films in S-Vietnam format, documentaries, music, reports, programs to explore Vietnam, promotion through events broadcast live on the television channel system, especially national and international television channels,...

(3) Through the press. Develop a plan to link with newspapers such as vietnamnet.vn, thanhnien.com.vn, tuoitre.vn, dantri.vn, danviet.vn, .... or international news agencies such as CNN, AP, Reuters, BBC, ... to promote Quang Nam tourist destinations and routes.

(4) Via phone. The rapid development of mobile technology and wide coverage have been changing the way information is accessed, allowing mobile advertising through messages, games, Facebook, Zalo, etc. Therefore, this is also a way that Quang Nam tourism managers need to consider in the process of promoting products and tourist destinations and routes to tourists.

(5) Through exhibition fairs. Tourism enterprises, tourism destinations and the Quang Nam tourism industry proactively organize or participate in domestic and international tourism fairs effectively to promote the image of destinations in Quang Nam in the most vivid, HD and realistic way to tourists.

(6) Through leaflets, books, documents. Design a system of leaflets to promote tourist destinations and routes, ensuring aesthetic elements and conveying full information to tourists. Leaflets and brochures need to be designed in a variety of ways and used in fairs, tourist destinations, hotels, and restaurants.

(7) Through event organization. Host political, economic - cultural - social events on a national and international scale with the participation of heads of state, politicians, leading businessmen, international media agencies to report, broadcast live... to help visitors have more information about tourist destinations in Quang Nam. Organize events at the same time aiming to develop types of official tourism, MICE tourism, resort tourism, etc.

(8) Through word of mouth or using tourists to promote. According to the author's survey results, "30% of tourists know about tourist attractions in Hoi An through other people".

relatives, friends recommend. Meanwhile, 33.7% of international visitors and 32.3% of domestic visitors use word-of-mouth information channels for their travel decisions". The tourism industry must identify that each tourist is an ambassador for Quang Nam tourism, they bring information, beautiful images of the land, people and tourist attractions here to introduce to relatives, colleagues, and the community where they live, work and reside in the form of " spreading information", "whispering to each other".

(9) Through cinema. This form has been successfully implemented in Korea, Hong Kong, the US, etc. The number of visitors to Phu Yen increased rapidly after the film “ I see yellow flowers on green grass” was widely released. The film “Kong: Skull Island” was filmed in Ninh Binh, Ha Long and Phong Nha, creating a good effect in promoting Vietnamese tourism to the world.

d. Subject implementing the solution

Quang Nam Department of Culture, Sports and Tourism develops plans and projects to promote, participate in and organize domestic and international tourism fairs. Coordinates with businesses, press and television in promotion. Tourism businesses are the main factor in promoting products. Quang Nam's media agencies and websites of departments and agencies develop content reflecting and promoting tourism destinations, land and people of Quang Nam. Quang Nam people actively build the image of a land with friendly and hospitable people and culture.

4.2.1.7. Customer market

a. The role of the solution: Tourists are the center of all tourism activities in Quang Nam. Therefore, tourists and tourist markets have a great influence on tourism development in general and tourism destinations and routes in particular.

b. The goal of the solution is to identify market areas, diversify and expand the market to increase the number of visitors, increase revenue, and increase opportunities for development of points and routes.

c. Content

(1) Domestic tourist market. The domestic tourist market has great potential with about 1.48 million people, living standards are improving so the demand for tourism is increasing rapidly. Therefore, identify and build tourist destinations and routes to serve people in the province on weekends, holidays, and hot weather.

(2) Domestic market. Our country has a population of over 92 million people, income and savings have improved, so the number of people traveling has increased, on average 2 out of 3 Vietnamese people travel (in 2016, there were over 62 million people traveling). The Central region is becoming an ideal choice for domestic tourists. Quang Nam

Increase the exploitation of customers who need to relax on the sea and islands from Hanoi, Ho Chi Minh City, the Central Highlands and urban areas nationwide in the hot summer weather. Exploit customers who need to visit, learn and research the World Cultural Heritage of My Son and Hoi An ancient town; groups of civil servants, public employees, companies, schools, business guests associated with the MICE tourism type; family guests, young guests, etc.

(3) International tourist market. Vietnam's international integration is increasingly deep, the means and procedures for entry have been improved, increasing the opportunities for visitors to Vietnam. In the period of 2017-2020, focus on exploiting traditional tourist markets such as Northeast Asia, the US, ASEAN, Australia, the EU, etc. In the period of 2020-2030, focus on expanding markets to South Asia, the Middle East, Americas, South Africa, especially visitors from the Russian Far East to diversify the market. Exploiting the international market must be associated with cooperation with countries in the region, to effectively exploit the " Central Heritage Road", "Indochina Tourism Corridor" and BV. Regarding the target customers, it is necessary to focus on tourists who come to relax on islands, visit, study heritage culture, community culture, and culinary culture; Business travelers, MICE, "backpacking" tourism to destinations, Western mountainous tourism routes,... (Appendix 4.1).

d. Subject implementing the solution

The Department of Culture, Sports and Tourism analyzes and evaluates opportunities and tourism trends of countries and regions around the world, thereby classifying markets according to priority levels. Tourism associations and travel agencies proactively establish offices and agents in major cities in the country and abroad, and cooperate with international travel agencies to access international markets and create channels to bring tourists to Quang Nam. At the same time, through the internet and social networks, television channels, reputable websites with large viewership and access to promote destinations and tourism spots in Quang Nam.

5.2.1.8. Training and development of human resources

a. The role of the solution: The quality of tourism services and products at the points and depends greatly on the human factor (professional quality). Therefore, the task of training human resources for tourism must be considered a breakthrough solution in exploiting and developing tourism points and routes.

b . The goal of the solution is to train and develop tourism human resources in sufficient quantity, meeting the requirements of expertise, profession, knowledge and skills in different fields such as management, accommodation services, restaurants, entertainment, etc.

c. Content

(1) Management agencies: Training and fostering management and professional knowledge

DL for district and city officials through training classes and short-term courses. In particular, select officials to receive training in tourism abroad; study successful models elsewhere to apply in Quang Nam.

(2) For enterprises and tourist destinations: Staff must be trained in necessary skills such as tour guides, sales, accommodation services, restaurants and basic knowledge about tourism for local people, communities in LN, LQ, cultural villages and other tourist destinations by inviting experts, people with experience in tourism, staff of tourism service centers, restaurants in Hoi An city, Da Nang city to train in a hands-on manner. On the other hand, it is possible to create conditions for workers to visit effective tourism models in localities in the country and in countries with developed tourism. Train staff at tourism service centers and tourism services to be fluent in foreign languages, understand the culture of countries, have skills, knowledge, professional working style, and be able to serve customers from many different countries.

d. Subject implementing the solution

The Department of Culture, Sports and Tourism develops a plan to select, train and retrain the workforce in the tourism industry. Tourism businesses, restaurants, hotels and tourism services ensure that their workforce has good knowledge and skills in tourism. Tourism workers and people living at tourism locations improve their knowledge and skills in tourism to be able to participate in tourism activities. Universities, colleges and intermediate schools provide training in subjects according to the needs of the industry that businesses need.

4.2.1.9. Management organization

a. The role of the solution

TCQL contributes to managing tourist destinations and routes more effectively, protecting natural resources and the tourism environment, ensuring the quality of tourism services and products, and linking with service providers to better serve customers.

b . The goal of the solution is to build management models suitable for different tourist routes to exploit effectively.

c. Content

Research on establishing management boards, management departments or assigning managers at tourist sites suitable to the scale and characteristics of each type of tourist site: (1) Beach tourist sites (Ha My, Binh Minh, etc.): establish management boards including service departments, rescue and environmental sanitation. (2) Historical-cultural tourist sites should establish management boards or assign managers to monitor activities, organize services and welcome tourists. Tourist sites (world heritage sites, national historical-cultural sites) that already have management boards and managers need to innovate their operating models and improve knowledge and tourism skills for staff. (3)

Natural tourist spots such as lakes, waterfalls, etc. can form management boards, management staff, and monitor tourism activities. (4) Village tourist spots: establish management boards, cooperatives, and tourism service groups. (6) LH tourist spots, form LH organizing committees. (7) For the state, Quang Ninh province establishes management boards for tourist areas, spots, and routes. Localities with vibrant tourism activities can establish functional departments to manage tourism activities such as the Department of Commerce - Tourism, Department of Culture - Sports - Tourism, Center of Culture - Sports - Tourism, and can even form a tourism management department to effectively manage tourism activities (Appendix 4.2).

Currently, "it is very necessary to establish management models at tourism sites. If not managed, it will waste natural resources and waste resources. It is necessary to choose a reasonable model with the participation of the people. The government must provide guidance to avoid consequences such as lack of consistency in business, prices, services, and the linkage process" [14] and "it is advisable to encourage the establishment of tourism trade cooperatives in tourism villages to mobilize resources from the people, raise awareness of tourism and save costs; at the same time, mobilize enterprises to participate in investing in tourism sites to form management boards to effectively manage tourism sites" [66].

d. Subject implementing the solution

The Department of Culture, Sports and Tourism advised the People's Committee of Quang Nam province to decide to establish Management Boards for tourist sites and routes; at the same time, coordinate with districts to establish Management Boards for sites and routes in districts; establish Management Boards at 6 grade 1 tourist sites and 6 grade 2 sites. Tourism enterprises investing in developing tourist sites establish companies, Management Boards, and departments to manage tourist sites to maintain effective operations. Local authorities (communes, wards, towns) and communities where there are tourist sites, villages, and cultural villages organize the establishment of Management Boards, Cooperatives, and Service Teams to manage and operate tourism services.

4.2.2. Solutions for exploiting and developing tourist destinations

4.2.2.1. DL points of class 1

a. The role of the first-class points: The first-class tourist destinations play a particularly important role, with the ability to create brands, motivation, highlights and national and international linkages for Quang Nam tourism.

b . Objective of the solution

Developing first-class tourist destinations into unique tourist destinations, with outstanding quality and international-class services; complete and modern infrastructure, technical facilities, good management and connections, etc., able to welcome a large number of domestic and international visitors.

c. Content

- HD: renew existing tourism products and put new products into operation at the World Cultural Heritage Site of Hoi An ancient town, My Son, Cua Dai beach, and the World Heritage Site

Comment