Detailed statistics on the needs, tastes and changes in tourist demand after each tourist season.
For tourists who have traveled to Vietnam, based on the customer information that travel agencies store about them, send an email questionnaire and persuade them to answer the questions. The feelings of tourists who have traveled to Vietnam will be the compass, the direction to improve tourism products and promote tourism marketing activities.
3.2.2. Positioning solutions for Vietnam tourism
Besides the richness and diversity of strengths, we also see many weaknesses of Vietnam tourism. The weaknesses that directly affect tourism attraction are mainly poor infrastructure, low quality of tourism services, poor types of tourism, the problem of soliciting tourists, environmental pollution at tourist destinations, weak tourism human resources, etc. Overcoming these weaknesses cannot be done in just one or two days, but requires a necessary period of time. Therefore, Vietnam tourism needs to be positioned in each stage. The period 2015 - 2020 will mainly improve the above weaknesses and moderately promote the current strengths that Vietnam tourism possesses. In the next 5 years (2021-2025), when the basic weaknesses have been overcome, priority will be given to promoting and communicating the unique features of Vietnamese tourism, while continuing to complete the work to resolve the remaining weaknesses.
The difference of Vietnam tourism comes from the shape of the country on the world map – an S-shaped strip of land. The two stages of positioning of Vietnam tourism will be through slogans about “S – Vietnam”.
a) Phase 1: 2015 – 2020
At this stage, with weaknesses still in the process of being improved, perhaps a simple slogan is appropriate: “S – Vietnam, every step – an interesting experience”.
The image that needs to be associated with international tourists during this period is the richness of tourism resources and different types of tourism. From meeting tourism (MICE tourism) to resort tourism, enjoying the beauty of the sea, nature, mountains and forests, etc. International tourists coming to Vietnam, whether the purpose of the trip is vacation or business, meeting
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Everyone can spend days resting, relaxing, enjoying the vibrant, majestic natural scenery that stimulates the desire to learn and explore.
Unlike the tourist attractions imbued with the meticulous hands of humans in Singapore or Thailand, tourist attractions in Vietnam still have the appearance of wild nature. That is a valuable difference that needs to be maintained. Therefore, the field of discovery tourism will bring unforgettable impressions, every step of the tourist will encounter natural scenery, natural mountains and forests, natural beaches, which are very interesting experiences.
In addition, with the richness stretching from North to South in the culinary field, Vietnam tourism can easily satisfy all tastes of international tourists, contributing to increasing the excitement of every step of the tourists.
For Vietnam, the two types of tourism, resort tourism and MICE tourism, have a mutual effect. The development of one type has the effect of promoting the development of the other type and vice versa. Therefore, in this period, MICE tourism should also be focused on promoting and developing.
b) Phase 2: 2021 – 2025
The characteristic of this stage is that the weaknesses that directly affect tourism have been significantly improved. Tourist destinations have been planned reasonably, environmental sanitation has been improved, infrastructure as well as the quality of tourism services and personnel have been more professional. This stage is the stage of promoting tourism to attract first-time visitors and visitors who will return to Vietnam. This is the stage where a stronger marketing message about Vietnam tourism must be delivered, so the slogan can be "S - Vietnam, each difference - a unique feature". This stage needs to strongly exploit the differences and depth of Vietnam tourism.
Vietnam has three-quarters of its mountainous area, and every year new and interesting caves are discovered, so cave exploration tourism is a unique feature that needs to be strongly exploited during this period.
In the field of culture, Vietnam tourism has many things that can be exploited. Coming to Vietnam, international tourists will have the opportunity to experience ancient cultures, the cultural diversity of ethnic minorities, and look back at the long history through the forests that have experienced many wars.
The most distinctive feature of Vietnam tourism is the historical relics, temples, shrines, etc. These structures in Vietnam are often compact and modest.
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It is not as majestic as Angkor Wat in Cambodia or the Pyramids in Egypt. For example, the One Pillar Pagoda in Hanoi, although small, contains an entire ideology and is a memorable historical milestone of the entire Vietnamese people.
During this period, culinary culture is still a distinctive feature that Vietnamese tourism needs to continue to strongly exploit.
In short, the overall image of Vietnam is still S – Vietnam is full of charm for international tourists. Each period has its own attractions, and thus, tourists who have come to Vietnam will not only come once, they will come back to explore and enjoy the next tourist values.
3.2.3. Solutions for tourism products
a) Allocate and develop tourism products suitable to the advantages and differences of each region.
As analyzed in chapter 2, Vietnam has many advantages and potentials for tourism development, but if not exploited and invested properly, it will easily lead to waste and ineffective exploitation of tourism resources. However, that does not mean that all regions develop their strengths, because doing so will lead to duplication of Vietnam's tourism products. Regions need to choose strengths that are comparable to neighboring regions, increasing the focus of their tourism products.
Due to geographical characteristics, the General Department of Tourism has divided Vietnam into 7 tourism regions: Northern midland and mountainous region; Red River Delta and Northeast coastal region; North Central region; South Central coastal region; Central Highlands region; Southeast region; Mekong Delta region. On this basis, it is possible to divide tourism products corresponding to the strengths of each region, thereby having a unified and oriented tourism development policy in these regions.
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Table 3.1. Selection of key tourism products of 7 regions
Region
Advantages - tourism potential | Select key products | |
Northern midlands and mountains | Cultural tourism of ethnic groups in the North; Ecotourism; Adventure travel. | Discovery travel: learn and experience the life of the ethnic people in the North, explore wild nature. |
River Delta Pink and Northeast Coast | Sightseeing; Cultural tourism, craft villages, history, architecture; MICE tourism; Religious tourism; Culinary tourism; Sea tourism. | Cultural tourism, intangible cultural heritage: Quan Ho, Ca Tru, Soan singing and festivals; Beach tourism: Ha Long, Cat Ba; Hanoi Tourism - the capital of a thousand years of culture |
North Central Region | Cultural tourism and nature exploration, discovery, adventure; Cultural and historical tourism; Sea tourism; Ecotourism. | World natural and cultural heritage tourism: Son Doong cave, Phong Nha Ke Bang; Cultural and historical tours: Hue Citadel, Nguyen Kings' tombs Beach tourism: Lang Co beach, Dong Hoi. |
South Central Coast | Resort tourism; Island tourism; Cultural tourism, world heritage | MICE tourism; Resort tourism; Beach tourism: Nha Trang, Vung Tau; |
Maybe you are interested!
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Identify Rating Levels and Rating Scales
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of the islanders. Therefore, this indicator will be divided into two sub-indicators:
a1. Natural tourism attractiveness a2. Cultural tourism attractiveness
b. Tourist capacity
The two island communes in Quan Lan have different capacities to receive tourists. Minh Chau Commune is home to many standard hotels and resorts, attracting high-income domestic and international tourists. Meanwhile, Quan Lan Commune has many motels mainly built and operated by local people, so the scale and quality are not high, and will be suitable for ordinary tourists such as students.
c. Time of exploitation of Quan Lan Island Commune:
Quan Lan tourism is seasonal due to weather and climate conditions and festivals only take place on certain days of the year, specifically in spring. In Quan Lan commune, the period from April to June and from September to November is considered the best time to visit Quan Lan because the cultural tourism activities are mainly associated with festivals taking place during this time.
Minh Chau island commune:
Tourism exploitation time is all year round, because this is a place with a number of tourist attractions with diverse ecosystems such as Bai Tu Long National Park Research Center, Tram forest, Turtle Laying Beach, so besides coming to the beach for tourism and vacation in the summer, Minh Chau will attract research groups to come for tourism combined with research at other times of the year.
d. Sustainability
The sustainability of ecotourism sites in Quan Lan and Minh Chau communes depends on the sensitivity of the ecosystems to climate changes.
landscape. In general, these tourist destinations have a fairly high level of sustainability, because they are natural ecosystems, planned and protected. However, if a large number of tourists gather at certain times, it can exceed the carrying capacity and affect the sustainability of the environment (polluted beaches, damaged trees, animals moving away from their habitats, etc.), then the sustainability of the above ecosystems (natural ecosystems, human ecosystems) will also be affected and become less sustainable.
e. Location and accessibility
Both island communes have ports to take tourists to visit from Van Don wharf:
- Quan Lan – Van Don traffic route:
Phuc Thinh – Viet Anh high-speed boat and Quang Minh high-speed boat, depart at 8am and 2pm from Van Don to Quan Lan, and at 7am and 1pm from Quan Lan to Van Don. There are also wooden boats departing at 7am and 1pm.
- Van Don - Minh Chau traffic route:
Chung Huong high-speed train, Minh Chau train, morning 7:30 and afternoon 13:30 from Van Don to Minh Chau, morning 6:30 and afternoon 13:00 from Minh Chau to Van Don.
f. Infrastructure
Despite receiving investment attention, the issue of infrastructure and technical facilities for tourism on Quan Lan Island is still an issue that needs to be resolved because it has a direct impact on the implementation of ecotourism activities. The minimum conditions for serving tourists such as accommodation, electricity, water, communication, especially medical services, and security work need to be given top priority. Ecotourism spots in Minh Chau commune are assessed to have better infrastructure and technical facilities for tourism because there are quite complete and synchronous conditions for serving tourists, meeting many needs of domestic and foreign tourists.
3.2.1.4. Determine assessment levels and assessment scales
Corresponding to the levels of each criterion, the index is the score of those levels in the order of 4, 3, 2, 1 decreasing according to the standard of each level: very attractive (4), attractive (3), average (2), less attractive (1).
3.2.1.5. Determining the coefficients of the criteria
For the assessment of DLST in the two communes of Quan Lan and Minh Chau islands, the students added evaluation coefficients to show the importance of the criteria and indicators as follows:
Coefficient 3 with criteria: Attractiveness, Exploitation time. These are the 2 most important criteria for attracting tourists to tourism in general and eco-tourism in particular, so they have the highest coefficient.
Coefficient 2 with criteria: Capacity, Infrastructure, Location and accessibility . Because the assessment area is an island commune of Van Don district, the above criteria are selected by the author with appropriate coefficients at the average level.
Coefficient 1 with criteria: Sustainability. Quan Lan has natural and human-made ecotourism sites, with high biodiversity and little impact from local human factors. Most of the ecotourism sites are still wild, so they are highly sustainable.
3.2.1.6. Results of DLST assessment on Quan Lan island
a. Assessment of the potential for natural tourism development
For Minh Chau commune:
+ Natural tourism attractiveness is determined to be very attractive (4 points) and the most important coefficient (coefficient 3), so the score of the Attractiveness criterion is 4 x 3 = 12.
+ Capacity is determined as average (2 points) and the coefficient is quite important (coefficient 2), then the score of Capacity criterion is 2 x 2 = 4.
+ Exploitation time is long (4 points), the most important coefficient (coefficient 3) so the score of the Exploitation time criterion is 4 x 3 = 12.
+ Sustainability is determined as sustainable (4 points), the important coefficient is the average coefficient (coefficient 1), so the score of the Sustainability criterion is 4 x 1 = 4 points
+ Location and accessibility are determined to be quite favorable (2 points), the coefficient is quite important (coefficient 2), the criterion score is 2 x 2 = 4 points.
+ Infrastructure is assessed as good (3 points), the coefficient is quite important (coefficient 2), then the score of the Infrastructure criterion is 3 x 2 = 6 points.
The total score for evaluating DLST in Minh Chau commune according to 6 evaluation criteria is determined as: 12 + 4 + 12 + 4 + 4 + 6 = 42 points
Similar assessment for Quan Lan commune, we have the following table:
Table 3.3: Assessment of the potential for natural ecotourism development in Quan Lan and Minh Chau communes
Attractiveness of self-tourismof course
Capacity
Mining time
Sustainability
Location and accessibility
Infrastructure
Result
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
CommuneMinh Chau
12
12
4
8
12
12
4
4
4
8
6
8
42/52
Quan CommuneLan
6
12
6
8
9
12
4
4
4
8
4
8
33/52
b. Assessment of the potential for humanistic tourism development
For Quan Lan commune:
+ The attractiveness of human tourism is determined to be very attractive (4 points) and the most important coefficient (coefficient 3), so the score of the Attractiveness criterion is 4 x 3 = 12.
+ Capacity is determined to be large (3 points) and the coefficient is quite important (coefficient 2), then the score of the Capacity criterion is 3 x 2 = 6.
+ Mining time is average (3 points), the most important coefficient (coefficient 3) so the score of the Mining time criterion is 3 x 3 = 9.
+ Sustainability is determined as sustainable (4 points), the important coefficient is the average coefficient (coefficient 1), so the score of the Sustainability criterion is 4 x 1 = 4 points.
+ Location and accessibility are determined to be quite favorable (2 points), the coefficient is quite important (coefficient 2), the criterion score is 2 x 2 = 4 points.
+ Infrastructure is rated as average (2 points), the coefficient is quite important (coefficient 2), then the score of the Infrastructure criterion is 2 x 2 = 4 points.
The total score for evaluating DLST in Quan Lan commune according to 6 evaluation criteria is determined as: 12 + 6 + 6 + 4 + 4 + 4 = 36 points.
Similar assessment with Minh Chau commune we have the following table:
Table 3.4: Assessment of the potential for developing humanistic eco-tourism in Quan Lan and Minh Chau communes
Attractiveness of human tourismliterature
Capacity
Mining time
Sustainability
Location and accessibility
Infrastructure
Result
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Quan CommuneLan
12
12
6
8
9
12
4
4
4
8
4
8
39/52
Minh CommuneChau
6
12
4
8
12
12
4
4
4
8
6
8
36/52
Basically, both Minh Chau and Quan Lan localities have quite favorable conditions for developing ecotourism. However, Quan Lan commune has more advantages to develop ecotourism in a humanistic direction, because this is an area with many famous historical relics such as Quan Lan Communal House, Quan Lan Pagoda, Temple worshiping the hero Tran Khanh Du, ... along with local festivals held annually such as the wind praying ceremony (March 15), Quan Lan festival (June 10-19); due to its location near the port and long exploitation time, the beaches in Quan Lan commune (especially Quan Lan beach) are no longer hygienic and clean to ensure the needs of tourists coming to relax and swim; this is also an area with many beautiful landscapes such as Got Beo wind pass, Ong Phong head, Voi Voi cave, but the ability to access these places is still very limited (dirt hill road, lots of gravel and rocks), especially during rainy and windy times; In addition, other natural resources such as mangrove forests and sea worms have not been really exploited for tourism purposes and ecotourism development. On the contrary, Minh Chau commune has more advantages in developing ecotourism in the direction of natural tourism, this is an area with diverse ecosystems such as at Rua De Beach, Bai Tu Long National Park Conservation Center...; Minh Chau beach is highly appreciated for its natural beauty and cleanliness, ranked in the top ten most beautiful beaches in Vietnam; Minh Chau commune is also home to Tram forest with a large area and a purity of up to 90%, suitable for building bridges through the forest (a very effective type of natural ecotourism currently applied by many countries) for tourists to sightsee, as well as for the purpose of studying and researching.
Figure 3.1: Thenmala Forest Bridge (India) Source: https://www.thenmalaecotourism.com/(August 21, 2019)
3.2.2. Using SWOT matrix to evaluate Quan Lan island tourism
General assessment of current tourism activities of Quan Lan island is shown through the following SWOT matrix:
Table 3.5: SWOT matrix evaluating tourism activities on Quan Lan island
Internal agent
Strengths- There is a lot of potential for tourism development, especially natural ecotourism and humanistic ecotourism.- The unskilled labor force is relatively abundant.- resource environmentunpolluted, still
Weaknesses- Poorly developed infrastructure, especially traffic routes to tourist destinations on the island.- The team of professional staff is still weak.- Tourism products in general
quite wild, originalintact
general and DLST in particularalone is monotonous.
External agents
Opportunity- Tourism is a key industry in the socio-economic development strategy of the province and Van Don economic zone.- Quan Lan was selected as a pilot area for eco-tourism development within the framework of the green growth project between Quang Ninh province and the Japanese organization JICA.- The flow of tourists and especially ecotourism in the world tends toincreasing
Challenge- Weather and climate change abnormally.- Competition in tourism products is increasingly fierce, especially with other localities in the province such as Ha Long, Mong Cai...- Awareness of tourists, especially domestic tourists, about ecotourism and nature conservation is not high.
Through summary analysis using SWOT matrix we see that:
To exploit strengths and take advantage of opportunities, it is necessary to:
- Diversify products and service types (build more tourism routes aimed at specific needs of tourists: experiential tourism immersed in nature, spiritual cultural tourism...)
- Effective exploitation of resources and differentiated products (natural resources and human resources)
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Planning marketing strategy for Ha Long tourism industry until 2020 - 16 -
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gender; Culinary tourism; MICE tourism. | Cultural tourism, world heritage: Hoi An, My Son Sanctuary. | |
Central Highlands | Cultural and festival tourism; Discovery tourism. | Travel to explore, experience and learn about the life and customs of ethnic groups in the Central Highlands. |
Southeast Region | MICE tourism; Urban tourism; Cultural, historical and architectural tourism; Resort tourism; Island tourism; Culinary tourism; Religious tourism. | MICE Tourism Urban tourism: Ho Chi Minh City Culinary tourism. |
Mekong Delta | Ecotourism; Cultural tourism of rivers, gardens, architecture, and craft villages; Resort tourism; Island tourism; MICE tourism; Culinary tourism; Religious tourism. | River cultural tourism: Mekong River, Tien Giang River, Hau Giang River; Island tourism: Phu Quoc; MICE tourism Southwestern garden tourism |
(Source: Student research)
Comment: Choosing one or a few typical tourism products by region helps regions create and build processes as well as have appropriate investments, thereby creating unique characteristics for tourism in each region. Besides, it also helps tourists
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International visitors find it easier to choose tourism products that suit their trip purposes.
b) Diversify tourism products
Diversifying tourism products in Vietnam needs to be exploited in both breadth and depth. Diversifying in breadth means: increasing new and diverse types of tourism, creating new types of tourism that bring many special experiences to tourists, thereby creating unforgettable impressions for tourists. Diversifying in depth means: in parallel with designing many product packages, we will focus on the "quality" of each product package, exploiting the unique and different points of old tourism products in one or more different ways.
Diversify in breadth (Expand some types of tourism)
Ecotourism: In addition to tourism products and services such as visiting ecological areas and nature reserves with types such as resort tourism and sightseeing tourism, we can expand the form of honeymoon tourism in areas that share the characteristics of quiet space and poetic scenery.
Adventure tourism: Instead of current tourism products such as visiting villages, mountains, and ethnic areas, we can exploit more types of tourism in the form of backpacking, experiential tourism (exploring untouched lands). In addition, tourists can also participate in self-service camping or charity tourism in untouched and new areas, completely different from the modern life or religious culture of foreign tourists.
Culinary tourism: Vietnamese cuisine has long been appreciated by international friends as delicious, easy to eat, and has a light flavor. However, each region has its own culinary characteristics. This is also an advantage for developing Vietnamese culinary tourism. Culinary tourism will not only satisfy tourists by tasting the dishes, but tourists can also learn about Vietnamese culture by learning how to cook some special dishes.
Cultural tourism and Vietnam historical tourism: These are still the most popular tourism products up to now because of the diversity of architecture and stories surrounding the historical culture of Vietnam. Therefore, we can expand to other forms of tourism such as religious tourism (experiencing, feeling the beauty in the soul and beliefs of the Vietnamese people), research tourism, etc.
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Diversification in depth (enhancing the attractiveness and novelty of tourism products)
Sea tourism: Due to its strength in the sea, Vietnam can easily develop and exploit many types of sea tourism. Coming to sea tourism, tourists can participate in adventure games such as windsurfing, surfing, boat racing, parachuting, etc. To increase diversity, it is necessary to add additional services such as homestay in fishing village families, experiencing life on fishermen's boats. Not only that, Vietnam can completely bring the form of tourism - conservation of marine life and marine environment to international tourists. With this new form of tourism, tourists will experience using environmentally friendly means of transport, products, and be cared for or explore the life of marine life. This form not only contributes to increasing community awareness, but also leaves new impressions for tourists when participating in protecting the common environment.
Historical tourism: We can exploit and develop the form of folk tourism, tourists will be able to play roles in historical stories or directly participate in cultural activities such as singing festivals in Bac Ninh, singing betel and betel in Hanoi or traditional music of the Southern people, etc.
Comment: A tourism product will not be called having core values if it only meets or brings superficial, fleeting feelings to tourists. Therefore, bringing understanding, creating novelty will bring unforgettable experiences and convey the soul of Vietnamese tourism products to international tourists. From there, every time mentioning Vietnam, international tourists will immediately think of a country with countless unique tourism products, making their choice of travel easier than ever.
3.2.4. Pricing policy solutions
a) Policy of voluntarily listing the highest price
Every year, hotels providing tourism services must declare to the local tourism management agency the highest room rates and service prices for each type of room and service in the year. At that time, hotels and tourism service providers are only allowed to offer prices equal to or lower than the declared prices. This price list will be announced by the tourism management agency in the annual promotional campaign. At the same time, when implementing this policy, the General Department of Tourism must have strict sanctions for violations exceeding the announced prices. By doing so, service providers will not have to deal with overly expensive prices.
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for tourists during peak season. However, tourism management agencies need to understand the market situation and service quality of registered units to avoid fraud, registering unreasonable prices, creating a bad impression on tourists when they find the price is too high compared to the actual quality.
b) Floor price policy
This policy is the basis for raising the general price of Vietnamese tourism products and limiting the situation of excessive price reduction to "attract" tourists while ignoring the quality of services. Currently in Vietnam, in order to compete and attract tourists, many tourism service businesses are willing to reduce prices even at no profit. Competitive measures by reducing prices will lead to cutting down and reducing services as well as the quality of tourism products. Therefore, we need to set a suitable floor price and control the implementation of that floor price policy.
The floor price policy will be implemented as follows: Every year, the General Department of Tourism, in conjunction with the General Statistics Office, will research and predict the economic situation, the price situation of tourism products in the country, the world, and target market countries, and competitors. Then, the General Department of Tourism will have to issue a list of floor prices for all products and services. Units providing these products will have to price their products higher than this floor price. Thus, in addition to the effectiveness of raising the general price level, this policy also helps tourism product businesses limit price competition, instead they will have to compete on product quality.
Comment: The policy of voluntarily listing the highest price together with the floor price policy will be effective in stabilizing and raising the price level as well as improving the quality of Vietnamese tourism products.
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