Product Orientation for Source Markets

Focus on developing high-end coastal tourism, of national and international stature. In addition, tourism development investment has a focus, key points, focusing on in-depth development towards improving quality and professionalism, forming new tourism products with high competitiveness, prioritizing development according to 3 main product groups including marine tourism products, high-end resorts with specific plans such as focusing on investment, building high-end hotels, large coastal tourism centers of national and international stature...

3.1.3.2. Building affiliate products

In addition to developing specific tourism products, Da Nang city's sea tourism needs to pay attention to developing regional tourism products (between neighboring localities such as Hue, Quang Nam) and tourism types (combining beach resorts with exploring nature and culture). This will increase the attractiveness of the main tourism products and increase the efficiency of tourism business.

3.1.3.3. Building supporting tourism products

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The goal of this orientation is to diversify tourism services, avoid boredom for tourists, extend the length of stay of tourists, and enhance the competitiveness of Da Nang sea tourism compared to other localities in the country as well as in the region. In the coming time, Da Nang sea tourism needs to invest in further developing sea sports tourism products such as windsurfing, parachuting, sailing, scuba diving, seabed tours, fishing, etc. to improve the quality and price of services.

3.1.3.4. Product orientation for source markets

Different tourist markets will differ in characteristics, interests and needs. Therefore, for each market, customers need to have suitable products to meet their tourism needs. Based on the orientation of products suitable to the needs of the customer market, it is necessary to build corresponding tours and tourist routes. For customers who need to go on long vacations, provide many dynamic tourism services and activities to extend their stay. For customers who come as a stopover

The foot focuses on food, accommodation, night entertainment, swimming...

3.1.4. Orientation of activities to promote and advertise sea tourism

In recent times, the city has focused on investing in and promoting Da Nang's sea tourism and has brought about many results. Focusing on investing and further promoting tourism promotion campaigns in general and Da Nang sea tourism in particular in the international tourism market. Actively and proactively organizing and participating in international conferences and seminars specializing in sea and island tourism. Organizing Fam and Press delegations for foreign travel agencies and journalists specializing in writing about sea and island tourism to learn, get acquainted and introduce Da Nang's sea tourism products to potential customers. Increasing the use and exploitation of information technology and the Internet to serve the propaganda and promotion of Da Nang sea tourism.

- Focus on the theme of sea tourism in the city's tourism promotion activities.

- Coordinate with businesses to develop coordination plans and participate in tourism promotion activities organized by the Ministry of Culture, Sports and Tourism and the General Department of Tourism, especially tourism promotion activities abroad.

- Select and focus resources to carry out tourism promotion activities in some key coastal tourism markets of Da Nang city: in the context of limited budget and other resources, Da Nang City Department of Tourism needs to identify strategic plans for each market, especially for key markets, to avoid organizing promotional activities spread out in both space and time because it may lead to failure to impress potential tourists.

3.1.5. Orientation for human resource development for marine tourism

In the recent period, the tourism industry in general, and sea tourism in particular, of Da Nang city has been gradually overcoming the serious shortage of human resources. With many effective measures applied, the human resources serving

Da Nang city's sea tourism has been significantly improved in both quality and quantity of human resources. However, the high-quality human resources serving the city's sea tourism at present still cannot meet the requirements for the development of the city's sea tourism in the future.

In order to overcome the limitations of human resources for sea tourism in the recent past as well as to meet the demand for human resources for sea tourism in the future. In the coming time, the tourism industry in general, including the sea tourism industry of Da Nang city in particular, will continue to promote the training and development of human resources in the sea tourism industry with full skills to meet the increasing demands of tourists.

At the same time, focus on training to improve tourism service skills for the community who have the desire and conditions to participate in tourism activities. This should be considered an important labor source not only to meet the requirements of developing marine tourism but also to contribute to limiting the impact of seasonality in marine tourism activities.

3.1.6. Investment orientation for developing infrastructure serving marine tourism

One of the factors that plays a decisive role in the development of marine tourism in general is the infrastructure system serving tourism. In the recent period, with many support solutions, attracting investment in infrastructure serving tourism in general as well as marine tourism in particular. Da Nang city has attracted a large number of investors, large investment projects in the infrastructure system serving marine tourism of the city. However, up to now, there are still many investment projects that have not been implemented, or are behind schedule... This greatly affects the landscape, as well as the exploitation of the potential of marine tourism of the city. Along with that, in order to develop marine tourism, high-class resorts, Da Nang city needs to continue to have solutions to encourage and attract investment in infrastructure serving tourism in general as well as marine tourism in particular, especially for large investment projects.

Therefore, in the coming time, Da Nang will focus its market orientation completely.

Improve tourism infrastructure, attract and support investment projects to better exploit the city's tourism potential, and soon create new positions and strengths in development competition.

3.1.7. Protect and improve the marine tourism environment

Da Nang is a city with rich and diverse marine tourism resources with coastlines and natural landscapes that are favored by nature. However, the situation of untreated wastewater and waste, over-exploitation of natural resources causing landscape deformation, and the decline of species... is quite serious at many marine tourism destinations in Da Nang.

In addition to the contributions that the marine tourism industry brings, the marine tourism industry is becoming the main cause of marine environmental pollution in the city's tourist areas. The cause of environmental pollution in the above-mentioned coastal tourist areas is that environmental sanitation has not been regularly paid attention to by organizations and individuals doing business in this field.

Waste has not been collected and treated thoroughly, leading to environmental pollution, especially at some coastal beaches, near residential areas, restaurants, and hotels; the wastewater treatment system has not been invested in synchronously, so the wastewater in these areas is mainly discharged directly into the sea... This greatly affects our country's sea tourism in general as well as the sea tourism of Da Nang city in particular.

In recent times, Da Nang city has had many specific plans and activities to protect and improve the environmental quality of the city in general and the city's marine environment in particular. In the coming period, Da Nang city will continue to maintain and improve the development of the city's marine tourism in a sustainable and environmentally friendly direction. Developing marine tourism in parallel with activities to improve and protect the quality of the tourism environment in general and the city's marine tourism environment in particular. Thereby aiming to develop marine tourism in a sustainable manner.

3.2. Proposal to improve the policy for developing Da Nang sea tourism

3.2.1. Some proposals to improve the policy programs for developing Da Nang sea tourism

- Some proposals to improve and overcome the limitations of seasonality in sea tourism: For sea tourism in general, the majority of tourists traveling for the purpose of relaxation combined with sea bathing are the main types of sea tourism. These are the types of tourism that depend on and are most strongly influenced by natural conditions, especially climate conditions. In fact, the sea tourism spots and areas in places where the climate conditions are deeply differentiated by time of year, the seasonality in tourism activities there is also obvious and the tourist season often coincides with the climate season that is favorable for tourism activities.

Da Nang is located in a typical tropical monsoon climate zone, with high temperatures and little fluctuation. Da Nang's climate is a transitional place between the climates of the North and the South, with the typical tropical climate in the South dominating. Each year there are two distinct seasons: the rainy season lasts from August to December and the dry season from January to July, with occasional cold spells in winter but not severe and not long. Due to its characteristics, in Da Nang, the tourist season is very distinct: from September to December, Da Nang is very empty of tourists.

However, although September to December is the low season for Da Nang tourism, this is the time when the most international tourists come to Vietnam, as well as the beginning of the high season when international tourists concentrate relatively heavily in Hoi An. Therefore, Da Nang needs to have necessary plans to "attract" visitors to its territory during this time by adjusting events to suit the weather to attract tourists such as spiritual tourism or conference tourism; strengthen research on the number of visitors to Vietnam during this time, who are the subjects, and from there have a strategy to promote and advertise tourism.

Along with that, it is necessary to study some ideas to exploit the rainy and stormy conditions as a tourism resource. Rain and storms in Da Nang can be difficult conditions for exploiting and providing main sea tourism products such as swimming and sightseeing, but can be conditions for developing experiential sea tourism products. Specifically, tourists can come to Da Nang to experience the life of Da Nang during the storm season, experience the feeling of having to deal with storms with local people.

- Boldly invest, research, and apply new, highly effective market promotion and marine tourism promotion plans in localities at home and abroad. Marketing and propaganda work plays an important role in promoting the city's tourism brand to the public. In the coming time, Da Nang tourism industry should focus on investing more in this activity through maintaining and investing more in existing market promotion and tourism promotion activities such as: organizing programs and activities to promote Da Nang tourism in Hanoi and Ho Chi Minh City; participating in fairs; organizing press trips, welcoming survey delegations and organizing conferences of German travel agencies in Da Nang; organizing and welcoming famtrip delegations and flights; supporting tourism filming crews; promoting information and images of Da Nang tourism on the Electronic Information Portal, social networking sites, E-newsletters, Tourism Newsletters; Publishing and republishing tourism publications (Danang FantastiCity, MICE, German postcards, etc.).

In addition, new forms of tourism promotion such as tourism promotion through films are highly effective forms of promotion that need to be invested in more proactively by the city. Recently, some famous landmarks of Da Nang such as Han River Bridge, Intercontinental Resort, My Khe Beach have been featured in films such as "Trai tim co nang" (Sunshine Heart) and "Tuoi thanh xuan" (Youth). Most recently, audiences across the country once again learned about Da Nang through footage of famous bridges across the Han River, Ba Na Hills tourist area, Hai Van Pass, Son Tra Mountain in the film "Zippo, mustard and you" broadcast on VTV3 channel.

In fact, promoting tourism through movies is a very good way, creating social effects and high spread. Audiences want to see and experience the beautiful scenes from movies with their own eyes, so the effectiveness of promotion in the form of cinema has a strong effect in attracting tourists. Travel companies in many countries have included tourist destinations "following" famous movies in their tour itineraries to increase the attractiveness of the program, most notably Korea with a series of destinations in movies that have become places to attract a large number of international visitors.

Therefore, in the coming time, Da Nang city can exploit more in this type of promotion. Actively invite and cooperate with film companies and crews to have films and music publications filmed in Da Nang, about Da Nang with impressive and quality scenes, thereby promoting tourism in general and sea tourism in particular of Da Nang to domestic and international tourists more effectively.

- Focus and further promote the inspection and handling of activities causing environmental pollution . For tourism in general, especially marine tourism in particular, the quality of the marine environment has a great influence on development. Experiences of some countries and localities in the country also show the strong impacts of environmental factors on the development of tourism in general and marine tourism in particular.

In the recent past, one of the reasons for environmental pollution occurring in some coastal tourist destinations of the city comes from the city's lack of focus and attention in inspecting and handling individuals and organizations that cause environmental pollution.

Therefore, to perfect the policy of developing marine tourism, especially in protecting the marine tourism environment, the city needs to focus on and further strengthen the inspection and handling of individuals and organizations that cause environmental pollution as well as have specific plans to overcome the existing marine tourism environmental problems of the city.

- Developing applied science and technology in marine tourism. Scientific research and technology transfer in marine tourism development are of particular importance in determining solutions for marine tourism to respond to the impacts of climate change, overcome environmental incidents, handle waste, improve the marine environment... thereby demonstrating an important role in marine tourism development activities.

However, the policy of developing sea tourism of Da Nang city in recent times has not really focused on investment activities in developing science and technology to serve tourism in general and sea tourism in particular.

Therefore, in the coming time, Da Nang city needs to develop specific programs and measures to ensure more adequate investment in scientific and technological research applied in tourism in general and sea tourism in particular.

- Promote and effectively exploit community participation in marine tourism development activities. The current marine tourism policy of Da Nang city has many policy options to ensure the participation of the community and tourists in marine tourism development activities. Specifically, the policy has proposed many options to improve understanding of marine tourism development and marine environment protection through training and propaganda activities...

However, the implementation process as well as the content of the plans have not been really effective in encouraging and calling on the community and tourists to participate in the city's marine tourism development activities, especially in the activities of improving and protecting the environment in general and the city's marine tourism environment in particular.

The outstanding successes from the activities of mobilizing community participation in the improvement and protection of the tourism environment of Nami Island, Korea are valuable lessons for the development and implementation of plans to mobilize community participation in the improvement and protection of the city's environment.

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