Domestic tourists gave higher scores than international tourists but the difference was very small and gave all factors below average scores except for Internet and sales websites. This shows a painful reality of Ninh Thuan tourism when it has not found a way to promote, attract customers and be highly appreciated by them.
Promoting and investing in the tourism industry is also a factor that 100% of experts and 84.6% of companies operating in the tourism sector believe should be invested in and improved to attract tourists to Ninh Thuan (Results of the author's survey of experts and companies operating in the tourism sector, appendix 9 - question 10 and appendix 12 - question 12).
Given the current state of the tourism industry and tourism marketing activities in Ninh Thuan, the attitudes of tourists towards Ninh Thuan tourism are shown in the following table :
Table 2.13 Percentage of tourists who are satisfied, return and recommend Ninh Thuan
% of guests
Domestic guests | International guests | ||
Satisfied | Have | 76.8 | 88.2 |
Are not | 23.2 | 11.8 | |
Come back | Have | 34.2 | 40.9 |
Are not | 65.8 | 59.1 | |
Introduce | Have | 54.8 | 58.2 |
Are not | 45.2 | 41.8 |
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(Source: compiled from the author's survey, appendix 3 and 6 - questions 29, 30, 31)
When asked if tourists were satisfied with their trip to Ninh Thuan, 76.8% of domestic tourists and 88.1% of international tourists said they were satisfied.
However, the intention to return to Ninh Thuan is quite low, for domestic visitors it is 34.2% and international visitors it is 40.9%. This may show that tourism is not attractive enough to make visitors have a good impression and want to come back to explore and visit again.
This is proven once again when 54.8% of domestic tourists and 58.2% of international tourists surveyed said they would recommend Ninh Thuan to others. This rate is much lower than the rate of tourists satisfied with their trip, proving that
Domestic and international visitors were satisfied with the trip but had no intention of recommending Ninh Thuan to others.
CHAPTER 2 SUMMARY
Based on the theory in chapter 1, the thesis continues to analyze the current status of business activities as well as the current status of marketing activities of tourism in Ninh Thuan province. Including the assessments of tourists and experts from the survey and assessment of the position of tourism in Ninh Thuan province in the market .
Overall, the tourism industry is still underdeveloped and lagging behind other provinces in the region. Ninh Thuan tourism has not yet received much attention on the national tourism map and has not yet become an attractive market to attract domestic and foreign travel companies. The growth rate is not commensurate with its potential and advantages; facilities and infrastructure serving tourism are still weak, outdated, and lacking connectivity; the number of tourists is still small, with short stays.
The above limitations and weaknesses are due to many reasons, of which the objective reasons are due to unfavorable geographical and climatic conditions and geographical location; degraded and unsynchronized transport infrastructure; as well as the lack of a reasonable investment and development strategy.
CHAPTER 3: MARKETING SOLUTIONS TO DEVELOP TOURISM IN NINH THUAN PROVINCE TO 2020
3.1 Tourism development goals of Ninh Thuan province to 2020
3.1.1 General objectives
Promoting the potential advantages of the locality and favorable conditions of nature and humanity, expanding and upgrading infrastructure and technical facilities to serve tourism development investment, creating jobs for local communities, developing Ninh Thuan tourism into a national and regional focus commensurate with available potential, ensuring the environment of tourist areas and maintaining security and order for sustainable development.
3.1.2 Specific objectives
- Tourists: By 2015, 2.1 million visitors were welcomed, of which 200 thousand were international visitors; by 2020, more than 3.5 million visitors were welcomed, of which nearly 600 thousand were international visitors;
- Revenue from tourism: By 2015, revenue from tourism reached more than 1,300 billion VND; by 2020, revenue from tourism reached 4,300 billion VND;
- Proportion of tourism GDP in the province's total GDP: in 2015, tourism GDP accounted for 5.47% and in 2020, it accounted for 7.13%;
- Investment capital demand: 2010-2015 period: 2,800.00 billion VND; 2015-2020 period: 8,345.00 billion VND;
- Labor scale of tourism industry: by 2015, the total number of employees is 50,100 people, of which 14,300 are direct employees; by 2020, the total number of employees is 89,600 people, of which 25,600 are direct employees.
3.2 Tourism development orientation of Ninh Thuan province
Pursuant to Decision No. 1222/QD-TTg dated July 22, 2011 of the Prime Minister on approving the master plan for socio-economic development of Ninh Thuan province to 2020; Decision No. 2473/QD-TTg dated December 30, 2011 of the Prime Minister on approving the strategy for Vietnam tourism development to 2020, vision to 2030; tourism development plan of Ninh Thuan province to 2030;
2020 and vision 2030, Ninh Thuan tourism development orientation in the following directions:
- Developing marine tourism, with the breakthrough being investment in strongly improving traffic infrastructure conditions, creating high connectivity between tourist areas and national highways, especially the coastal route from Binh Tien to Ca Na, connecting marine tourist areas with Cam Ranh international airport; coupled with training and developing human resources for the tourism industry in a professional direction, building Ninh Thuan province into one of the strategic positions in the tourism network of the country and the region.
- Towards building Ninh Thuan into an attractive destination with the formation of high-quality services. Increase investment resources appropriately for the province's unique products with advantages, such as wine combined with resort tourism - grape spa, yachting, forming large-scale, modern resorts with high-quality services, creating a highly competitive difference compared to other provinces in the region, in order to provide the best tourism products to attract domestic and foreign tourists.
- Develop tourism in the direction of linking with existing local advantages with modern and professional forms of tourism.
On tourism market development orientation:
Promote the simultaneous development of both domestic and international tourism; focus on segmenting the market of tourists with pure tourism purposes, vacations, long-term stays and high spending.
- Domestic tourists: strongly develop the domestic tourism market with key markets being Lam Dong, Hanoi, and Ho Chi Minh City.
- International tourists
+ Attract and strongly develop the Russian market.
+ Increase exploitation of markets such as Northeast Asia (Japan, Korea); Thailand, high-end markets such as Europe, North America, Australia.
On tourism space orientation
Focus on developing in 5 main tourist clusters: Ninh Chu - Binh Son tourist cluster, Ca Na tourist cluster, Binh Tien - Vinh Hy tourist cluster, Suoi Thuong - Thac Tien tourist cluster associated with Ong River hydroelectric plant and Poklong Garai Tower cultural tourist cluster.
Building a tourist route to visit Cham craft villages - Po Klong Garai Tower - Nho Thai An - Vinh Hy - Binh Tien (and vice versa) to become a unique and attractive tourism product of the province.
Key tourism products to develop in the coming time
- Develop high-end sailing tourism, targeting high-income tourists; form a yacht club, develop from 100 to 200 yachts in Vinh Hy Bay.
- Forming resort tourism facilities associated with high-class spas, with international brands, using special materials of Ninh Thuan.
- Develop a type of tourism combined with enjoying wine, becoming the most important destination in Southeast Asia.
- Exploiting the advantages of natural conditions, especially sunlight and wind to develop
develop air and water services such as parasailing, underwater swimming to see coral reefs, and sand motorbike racing.
- Forming eco-tours and high-end resorts that are environmentally friendly.
- Strongly develop cultural tourism associated with Cham relic sites and traditional craft villages.
Priority projects calling for investment: construction of villas, high-end coastal resorts; international standard hotels from 5 stars and above; types of yacht club tourism, sea sports; health care tourism; eco-tourism, eco-tourism, etc.
cultural calendar
In addition to the basic orientations for sustainable tourism development, first of all, there needs to be a concerted effort from all sectors and levels to focus on promoting the country and people of Ninh Thuan, which is the brand "Ninh Thuan".
3.3 Marketing solutions to develop tourism in Ninh Thuan province by 2020
Based on theoretical research related to tourism, tourism marketing in chapter 1; based on the current status of Ninh Thuan tourism, the current status of marketing activities in Ninh Thuan tourism, strengths, weaknesses, challenges and opportunities; based on the results of statistical surveys to collect opinions of tourists, experts and tourism businesses, part of which is included in chapter 2, and the entire processing results are in the appendix; based on the goals and orientations for tourism development in Ninh Thuan province in sections 3.1 and 3.2 of chapter 3 and based on research through reports, documents, and practices at the Department of Culture, Sports and Tourism of Ninh Thuan; the author proposes tourism marketing solutions to promote the development of Ninh Thuan tourism industry as follows:
3.3.1 Market research
To do a good job of promoting tourism, first of all, there needs to be a department specializing in researching the tourist market. This department will be responsible for:
- Conduct market segmentation by region, research tastes, psychology, and consumer habits of the markets; thereby determining target markets:
Domestic market includes:
+ Ho Chi Minh City market is the main market segment in the domestic markets of Ninh Thuan tourism.
+ Market of neighboring cities: focus on Lam Dong market.
+ Northern market: is a distant market and Hanoi is identified as the priority market of Ninh Thuan tourism.
Foreign markets:
+ Russian market: is identified as a priority market for exploitation and is the main market in Ninh Thuan's foreign tourism markets due to the reasons that this is a group of customers who really like tourism products associated with the sea and other conditions.
Natural conditions of the South Central Coast region 1 .
+ European market: focus on French and German customer market segments
Older brother.
+ US market: identified as target market due to relationships
From its long history, as well as its cultural, ecological, and marine potentials, it will attract tourists from the US market.
+ ASEAN market: is an important market for Ninh Thuan tourism due to favorable conditions in terms of location, distance as well as development orientations of traffic routes associated with trans-Asian economic corridors... The key market is Thailand.
+ Northeast Asian market: target market is Japanese customers (traditional customers of Vietnam), Korean customers (emerging due to increasingly close economic and cultural relations between Vietnam and Korea).
Tourists visiting Ninh Thuan are quite young, domestic tourists under 35 years old account for 66.5%; international tourists under 35 years old account for 48.2% (Survey results of domestic and international visitors to Ninh Thuan, appendix 3 and 6 - question 2) . Therefore, Ninh Thuan tourism industry needs to understand the characteristics and needs of young customers of each country and build products to meet their needs. At the same time, to determine which tourist markets the planned tourism events will be suitable for. From there, an effective marketing strategy can be proposed. For example, the favorite products of Russian tourists when coming to Ninh Thuan: sea tourism with beach vacations, marine ecological sightseeing activities (diving, coral viewing, sea turtle viewing...); festivals, ethnic culture...; wine tourism, grape tourism, dragon fruit tourism...; commercial business tourism. For the European and American tourist markets, it is necessary to position tourism products on the basis of emphasizing the unique aspects of Eastern culture and sailing tourism. The Ho Chi Minh City market needs to focus on building: beach vacations, weekend getaways, sightseeing activities.
1Currently, Russian tourists are one of the main markets for tourism in the South Central region, especially Binh Thuan.
marine ecology (diving, coral viewing, sea turtles...), especially sailing tourism; main products such as ethnic culture; ecotourism: sightseeing;….
- Ninh Thuan tourism industry needs to conduct research on the content and time of organizing tourism events in other localities to arrange plans to organize events so that they do not overlap. Special attention should be paid to events in other provinces and cities that attract tourists to Ninh Thuan. For example, some tourists coming to Da Lat to participate in the flower festival can take the opportunity to visit and learn about Champa culture, Ninh Thuan beach tourism, etc.
- Market research results should be widely announced to tourism businesses. Market research by the Department of Culture, Sports and Tourism will be more convenient than travel companies conducting it themselves and will also be more economical because there will be no duplication in market research by travel companies.
- The positioning of Ninh Thuan destination needs to be associated with strengths such as: unique Champa culture, Vinh Hy bay, beautiful coastline, unique cuisine with goat meat, lamb, grape wine... At the same time, it is also associated with the needs and attributes in the perception of customers in the target market of the destination to build an image or a brand for the destination.
Besides, Ninh Thuan needs to research to come up with a suitable, attractive, unique tourism slogan that reflects the tourism brand. From there, use this slogan to promote and position the destination, such as when mentioning Ninh Thuan, people immediately think of Champa culture, beautiful sea, unique cuisine.
3.3.2 Building marketing mix activities to develop tourism in Ninh Thuan province
3.2.2.1 Products
Differentiation strategy
Firstly, building tourism products imbued with Champa identity . Because Ninh Thuan has to compete fiercely with two neighboring localities quite famous for tourism, Phan Thiet and Nha Trang, with similar tourism products in terms of sea tourism and Champa culture. But with the advantage of being known as the "navel" of the Cham people, where the Cham people have lived for a long time and have the largest population concentration in Vietnam