Some Marketing solutions to attract international tourists to ASEAN international hotels

When implementing their tourism product strategy, businesses need to decide on a series of related issues:

- Decide on basic services: are services that provide basic benefits to customers. That is the motivation for buyers to seek to consume this type of service rather than another service. And based on the target market, marketers decide on the basic services and basic benefits that customers are looking for. From there, businesses can provide tourism programs: cultural tourism, festival tourism, ...

- Decision on peripheral services: there are 2 types of peripheral services.

One is that the service that adds value to the customer can be included in the basic service system and add to the basic benefits.

Second, independent services bring additional benefits to customers. Through these two types of services, basic services rarely change and peripheral services rarely change. And customers often recognize this hotel from that hotel or this company from that company through peripheral services. The principle of forming basic services and peripheral services comes from the needs of customers and the competitive situation in the market.

Maybe you are interested!

- Basic service decision: The business needs to decide to provide customers with a basic service structure or peripheral services that achieve a certain level of accuracy. A certain level of benefit that the customer receives corresponds to the costs paid.

- Decision on total service: Is a service system including: basic service, peripheral service and elementary service that the business provides to customers.

The overall service will bring overall benefits when customers consume the service. When deciding to provide an overall service, it is necessary to base on the overall benefits that the company's service system brings and compare them with the overall services of competitors.

competitors. Each service will have a different service creation system. Each customer will have a different overall service depending on their payment ability and needs,...

The diversification of services is assessed through the length, breadth, depth and homogeneity of the product portfolio. The product portfolio is the set of product and service categories that each specific seller offers to buyers. Product and service categories are closely related to each other because they are similar in function, or because they are sold to the same customer group, or through the same type of commercial organization, or within the framework of a price range. The breadth of the product and service portfolio is the total number of product and service categories produced by the company. The richness of the product and service portfolio (length) is the total number of its items and components. The depth of the product and service portfolio is the total number of specific products offered in each individual item of the category group. Its uniformity reflects the level of closeness and harmony of goods belonging to different groups of categories in terms of final use or requirements for production organization, distribution channels or a certain standard.

The initial product and service portfolio will satisfy the target market, but in the long run, there will be more suitable products and at that time the business's products will become obsolete. Therefore, it is necessary to have a strategic orientation to expand (develop) the product and service portfolio. This innovation will be based on market research and the business's target market. The planning of product and service development and growth policies is carried out through the analysis of two main parameters: product and market. From there, depending on the specific situation, the business has 4 different policies:

+ Market penetration policy: That is, it is necessary to exploit existing products in existing markets.

+ New product development policy: That is, based on customer needs and market competition, we decide to create new products to attract more customers and satisfy customer needs.

+ Market development policy: That is, attracting new customers to the company's existing products.

+ Diversification policy: That is, we create new products to attract new customer groups.

1.2.2.2. Pricing policy.

Price has many different names. Behind those names, price phenomena always have a common meaning: economic benefits are determined by money. In the marketing-mix tools, only the price variable directly creates real revenue and profit. As for buyers, price is the price to own and consume goods. Therefore, pricing decisions always play the most important and complex role that a business must face when drafting its marketing activities.

Pricing strategy is the determination of pricing strategy objectives, selection of pricing methods, and pricing strategies of the company. In the business of goods and products, pricing policy is different from services:

The pricing policy of the service is to increase the physical evidence for customers to feel the quality of the service they buy, thereby enhancing the image of the service. If the product is of good quality, the price must be high to honor our image. If the price is not right, the communication will have the opposite effect. Price affects all parts of the distribution channel, sellers, suppliers, competitors, customers, ... all are affected by the pricing policy. Reasonable pricing will create a well-functioning distribution channel, branding for services can also allow us to implement a high price policy. For normal goods, pricing is based on cost, but for

Goods and services are priced based on customer perceived value and competitive conditions, while costs are only the basis of price. In services, prices include total package prices or individual prices.

For each business, pricing for its products and services must be consistent with the business's goals. Pricing goals must come from the business's goals and the quality of the product positioning that the company has chosen.

- In a market full of disadvantages, the pricing target can be related to the level of future profits to ensure survival. Profits are in the future, but in the short term, survival is required, covering costs, even if the selling price is lower than the cost price.

- The pricing objective may be to maximize profits over a given period of time.

determined

- Pricing objectives that can maximize sales: based on the pricing principle

price to create market share, lower price can create more market share to penetrate new market.

- The pricing objective may be to assert one's position as a monopoly (prestige pricing).

- Pricing objectives are based on the desired return on investment over a period of time.

The pricing process of a product or service consists of 5 basic steps:

+ Step 1: Choose pricing target.

+ Step 2: Determine demand: determine the market demand, it is best to find the market demand curve by empirical statistics. From there, determine the elasticity of the demand curve and determine the dependence of price on the demand curve.

+ Step 3: Determine cost structure:

Total cost = Fixed cost + Variable cost.

Based on the cost, determine the break-even point. In addition, if you understand the cost structure, you will understand the cost of providing the service over time and the level of demand.

+ Step 4: Analyze competitors' prices: In this analysis process, it is necessary to understand the principles, cost structures and pricing behavior of competitors. At the same time, it is necessary to understand the cost structure and time factor for price competition in services. Because it gives businesses the opportunity to increase revenue, survive or go bankrupt.

+Step 5: Choose appropriate pricing methods:

. Can be priced by profit and cost (which is cost plus).

Selling price = Cost price +% cost price.

. Can be priced according to capital recovery target.

. Can price to control demand: Use pricing policy to adjust peak and low periods (tourist season). During low season, reduce prices, discount prices or give customers some free services. This method combined with package services to attract customers during low season. Differentiate pricing policies for different customer groups, for different types of products. Or price according to location, position, time, ...

. Can base price on competitor's price.

.Can price based on relationships. Thanks to relationships, it will bring a stable number of customers to the business. Thus, the potential profit in the future of the business is very large.

. Can be priced on the basis of value:

The right pricing policy is to determine the appropriate price for each product, each stage, each market and is determined based on the relationship between supply and demand taking into account competitors.

1.2.2.3. Distribution policy.

Product and service distribution policy is the direction that shows how hotel and tourism businesses provide products and services to their customers. It is a system of measures and techniques to bring products and services to the final customers with reasonable quantity of goods, suitable items and ensuring civilized service factors.

Distribution policy plays an important role in the production and business activities of each enterprise. Each reasonable distribution policy will make the business process safe, the produced goods will not be in stock, reduce competition and increase the speed of goods circulation. Especially for the tourism business, supply and demand do not meet, so the distribution channel plays a very important role in: market research, promotion, negotiation, material distribution, establishing relationships, ...

Because the product is mainly intangible, if there is no reasonable distribution policy, the available product cannot be sold. Product policies and price policies are closely related to distribution policies.

In the process of building a distribution policy, businesses can choose many methods to build a policy such as:

- Based on the contact between the business and the final consumer, product policy is divided into 2 types:

+ Direct distribution policy.

+ Indirect distribution policy.

- Based on the transaction relationship between the producer and the buyer, the distribution policy is divided into two types:

+ Distribution policy to find customers.

+ Customer distribution policy.

- Based on sales form:

+ Distribution policy in retail form.

+ Wholesale policy.

- Based on the relationship between producers and consumers:

+ Independent distribution policy.

+ Vertical distribution policy.

+ Horizontal distribution policy.

In the hotel and tourism business, there are two main types of distribution channels:

+ Direct distribution channel:

Producer  Consumer.

+ Indirect distribution channel.

Producer ₮ intermediaries ₮ consumers.

In addition, businesses can also sell products through catalogs, mail, telephone, fax, over the internet, etc.

1.2.2.4. Promotion policy.

Demand for products and services is always seasonal and erratic. Usually, when buying products and services in general, customers really need advice from experts, especially from travel agents. Therefore, promotion is not only for distribution channels but also for the press, public opinion, customers, etc. Promotion is not only advertising but also through commercial channels, social channels, production channels, etc. But just know that the human channel is very effective. Demand for tourism products is very sensitive to prices and fluctuations in the economic situation. Customer loyalty to brands is not deep. Therefore, the purpose of promotion is to persuade and remind customers to buy your products, whether old or new, even change their concepts, images, etc. At the same time, promotion informs customers about tourism programs, new products and services in the travel - hotel business and their characteristics. Or it can persuade customers to buy tourism programs. In the tourism business

Persuasive communication will be of most interest because it can modify customer attitudes, habits, and reinforce beliefs both before and after purchase.

Mixed promotion is the promotion by combining promotion tools to achieve the best results. Those tools include: Advertising, sales promotion, direct selling, public relations and communication.

The responsibility of advertisers is to attract the attention of potential customers, make them come and consume their products and services. However, to attract, you must know clearly what the purpose of advertising is. Advertising is very expensive, so you must know to have a solution. Advertising must be related to tasks, goals and measure advertising effectiveness, effectiveness cannot be calculated in a few months but must be after a certain period of time for it to be effective. A production program, advertising content must be communicated many times to hope for market response, however, an advertisement repeated too many times will make customers feel old, lose value. Therefore, you must choose the time and frequency of advertising to be effective. Pay attention to the legal aspect of advertising: must be honest, not create misunderstandings, true to reality, must not use slogans, trademarks of others to advertise your products. If using images of identifiable people, their names and statements, their permission must be obtained first.

- If the advertisement is for a product: the product must demonstrate its attractiveness over the competitor's product.

- Customer-oriented advertising: less about the product but more about the needs, attitudes, and interests of customers.

- Branding-oriented advertising uses many unique slogans and positioning to attract customers.

- Image-oriented advertising: emphasizes the quality of the establishment such as elegant setting, unique identity.