Some local marketing solutions to develop Phu Yen tourism by 2020

MINISTRY OF EDUCATION AND TRAINING

HO CHI MINH CITY UNIVERSITY OF ECONOMICS

DAO BAO MINH

SOME LOCAL MARKETING SOLUTIONS TO DEVELOP PHU YEN TOURISM BY 2020

MASTER'S THESIS IN ECONOMICS

Ho Chi Minh City - 2012

MINISTRY OF EDUCATION AND TRAINING

HO CHI MINH CITY UNIVERSITY OF ECONOMICS

DAO BAO MINH

SOME LOCAL MARKETING SOLUTIONS TO DEVELOP PHU YEN TOURISM BY 2020

MAJORITY: BUSINESS ADMINISTRATION CODE: 60.34.01.02

MASTER'S THESIS IN ECONOMICS

SCIENTIFIC INSTRUCTOR: DR. TRAN HA MINH QUAN

Ho Chi Minh City - 2012

ACKNOWLEDGEMENTS

To successfully complete this thesis, I have received a lot of valuable help from teachers, friends, colleagues and relatives.

First of all, I would like to express my sincere gratitude to Dr. Tran Ha Minh Quan for spending a lot of time and effort guiding my research and helping me complete my thesis.

I would like to sincerely thank the teachers of Ho Chi Minh City University of Economics in the training program for the Master of Business Administration class day 1, course 18 for creating conditions for me to have the basic knowledge and opportunities to research the above topic.

I would also like to express my sincere thanks to Mr. Tran Quang Nhat - Member of the Provincial Party Standing Committee, Vice Chairman of the Provincial People's Committee, Mr. Phan Dinh Phung - Member of the Provincial Party Committee, Director of the Department of Culture, Sports and Tourism of the province and especially Mr. Pham Van Bay - Deputy Director of the Department of Culture, Sports and Tourism of Phu Yen province, journalist Tran Quoi, reporter in charge of tourism of Phu Yen Newspaper and all brothers, sisters, friends, colleagues, agencies, businesses, ... who provided information, data, documents, support, and created conditions to help the author conduct surveys to complete this thesis.

DAO BAO MINH

COMMITMENT

I hereby declare that this thesis is my own independent research topic. The sources of documents cited, the data used and the content in this thesis are honest. At the same time, I also declare that the results of this research have never been published in any research work.

I take personal responsibility for my thesis.

Author

DAO BAO MINH

INDEX

TABLE OF CONTENTS i

LIST OF DATA TABLES iv

LIST OF CHARTS v

LIST OF ABBREVIATIONS vi

INTRODUCTION 1

1. Urgency of the topic 1

2. Research objective 2

3. Research scope 2

4. Research method 2

5. New points of topic 2

6. Thesis layout 3

CHAPTER 1. THEORY OF LOCAL MARKETING 4

1.1. Concept of local marketing 4

1.1.1. Basic concepts of marketing: 4

1.1.2. Local Marketing: 4

1.1.2.1. Target market: 5

1.1.2.2. Local Marketing Factors/Methods 9

1.1.2.3. Planning Team - Local Marketer 10

1.2. Local marketing process 12

1.2.1. Assessment of the current situation of the locality 13

1.2.1.1. Establish attractive local features 13

1.2.1.2. Identify competitors 13

1.2.1.3. Identify development trends 14

1.2.1.4. Building a SWOT matrix 14

1.2.2. Building local development vision and goals 15

1.2.3. Designing local marketing strategies 15

1.2.4. Planning the implementation program 16

1.2.5. Implementation and monitoring, inspection 17

1.3. Summary 18

CHAPTER 2. ANALYSIS AND ASSESSMENT OF THE CURRENT SITUATION OF LOCAL MARKETING FOR THE TOURISM INDUSTRY IN THE PAST 19

2.1 Overview of natural characteristics, socio-economy and tourism development resources of Phu Yen province 19

2.1.1. Natural features and tourism resources 19

2.1.1.1. Natural conditions 19

2.1.1.2. Natural tourism resources 19

2.1.2. Characteristics of human tourism resources 20

2.2. Current status and results of implementing the Tourism Development Strategy of Phu Yen province in the past 21

2.2.1. Tourist analysis 21

2.2.1.1. Number of tourists: 21

2.2.1.2. Tourism market: 23

2.2.1.3. Tourism revenue analysis: 24

2.2.1.4. Purpose of tourists 26

2.2.2. Facilities and technical services for tourism 28

2.2.2.1. Infrastructure 28

2.2.2.2. Accommodation facilities (CSLT) 31

2.2.2.3. Food and beverage establishments, restaurants 33

2.2.2.4. Travel agency 34

2.2.2.5. Other entertainment and service areas 34

2.2.2.6. Tourism goods: 35

2.2.3. Tourism industry workers 36

2.2.4. Communication activities, tourism promotion and development linkage 38

2.2.5. General assessment of local marketing for Phu Yen tourism industry 40

2.2.5.1. Evaluation of impressive marketing and typical marketing of Phu Yen 40

2.2.5.2. Evaluation of infrastructure marketing 41

2.2.5.3. Evaluation of human marketing 41

2.2.5.4. General assessment 41

2.3. SWOT analysis of Phu Yen tourism development 42

2.3.1. Strengths 42

2.3.2. Weaknesses 42

2.3.3. Opportunity 42

2.3.4. Risk 42

2.4. Summary 44

CHAPTER 3. ORIENTATION OF LOCAL MARKETING STRATEGY AND PROPOSED POLICIES, RECOMMENDED SOLUTIONS TO DEVELOP PHU YEN TOURISM TO 2020 45

3.1. Building a local marketing strategy for Phu Yen tourism industry 45

3.1.1. Define vision and goals 45

3.1.1.1. Vision 45

3.1.1.2. Target 45

3.1.2. Proposed strategic direction 46

3.1.2.1. Development in the direction of serving and promoting the tourism industry 46

3.1.2.2. Building Phu Yen marketing channels through tourism 53

3.1.2.3. Developing Phu Yen's image in tourism 54

3.1.2.4. Proposing a marketing roadmap for Phu Yen tourism 55

3.2. Solutions to attract tourists 56

3.2.1. On state management (S/O) 56

3.2.2. On planning infrastructure investment for tourism development (W/O) ... 57

3.2.3. On human resource development for the tourism industry (W/O) 58

3.2.4. Tourism product development (W/T) 60

3.2.5. Strengthening tourism promotion (W/O) 64

3.2.6. Raising public awareness (W/O) 64

3.2.7. On tourism development linkage work (S/T) 65

3.2.7.1. Healthy and friendly tourism market 66

3.2.7.2. Proposed opinions on tourism development priorities (W/O) 66

3.3. Summary 66

CONCLUSION 67

REFERENCES 68

APPENDIX 70

LIST OF DATA TABLES

STT

DATA TABLE	Page
1.	Number of tourists to Phu Yen from 2001 to 6 months early 2012 (appendix 1)	70
2.	Compare the number of tourists to Phu Yen with neighboring provinces	22
3.	Tourism revenue from 2001 to the first 6 months of 2012 (Appendix 2)	71
4.	Phu Yen province tourist accommodation from 2001 to 6 months early 2012 (appendix 3)	72
5.	Current status of accommodation facilities in Phu Yen and neighboring provinces	31
6.	Current status of room utilization coefficient	32
7.	Number of food establishments/number of seats (chairs) since 2001 to the first 6 months of 2012 (Appendix 4)	73
8.	Number of travel agencies in 2010 in the South Coast region Central	33
9.	Current status of Phu Yen tourism labor through training since 2001 to 2010	35
10.	Compare Phu Yen tourism human resources with neighboring provinces 2010	36

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