Some Tourism Promotion Events of Da Nang in 2012

with the city. At the same time, Da Nang received a series of prestigious awards such as being in the "Top 10 most attractive destinations in Asia in 2013" voted by Smart Travel Asia, Intercontinental DaNang Hotel became "Most luxurious new resort", "Best golf course in Vietnam 2012-2013", "Asia's leading destination for events and festivals" voted by the World Travel Awards in 2016... also promoted the increase in the number of tourists to Da Nang more and more and attracted many tourism investment projects.

At the same time, promote and advertise the beauty of Da Nang city, develop a database of Da Nang tourism photos to serve the promotion of the city's image to domestic and international tourists. Promote the successful organization of national and international events to bring Da Nang tourism to the world on a large and professional scale such as the events listed in Table 1.4

Table 1.2. Some tourism promotion events of Da Nang in 2012 - 2017

STT

Events	2012 - 2017
1	APEC Summit Week 2017	6 - 11/11/2017
2	Beach Resort and MICE Fair – BMTM 2016	June 24-26, 2016
3	Danang International Marathon	2015
4	Da Nang International Fireworks Festival 2017 (DIFF 2017) with the theme "Shining Ngu Hanh Son"	April 30 - June 24, 2017
5	Clipper Round the World Yacht Race Race	2015-2016
6	International Tourism Fair for Beach Resorts and Conventions conferences, seminars (MICE)	2016
7	Asian Beach Games - ABG5	2016
8	Danang International Parachute Competition	2012
9	“2013 Best Chef Competition – International Culinary Exchange economy	2013
10	Asia Golf Tourism Conference (Asia Golf Tourism Convention - AGTC)	7-13/5/2017

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IT&CMA Bangkok, Thailand	September 27-29, 2016
12	CITM Shanghai Fair	November 13 – 15, 2016
13	PATA Fair 2016 in Indonesia	07-09/09/2016
14	ITF Taiwan Fair 2016	07 – 10/11/2016
15	Market launch program in Kazakhstan and Uzbekistan	September 26-29, 2016
16	ITB Singapore	October 18-22, 2016
17	World Travel Market (WTM) 2016 in London, UK	November 7-9, 2016
18	Vietnam tourism promotion program in Sydney, Australia	04-09/09/2016.
19	Coordinate with Air Asia to welcome Famtrip delegation and Presstrip	8/2016
20	Organize the Asia and Pacific International Tourism Awards Ceremony Australia in Danang 2016	October 15, 2016

Source: Author's synthesis, (2017) In tourism activities, the application of information technology on the internet is quite good. In addition to the websites of service and travel businesses, tourism websites of the Department of Culture, Sports and Tourism, the Tourism Promotion Center, the internet is gradually becoming the main marketing channel chosen by most tourism businesses to promote tourism products, many units also offer seasonal tourism pages, free consultation, promotional information, tourism activities of Da Nang. On February 1, 2013, the Da Nang Tourism Promotion Center officially put into operation the Da Nang Tourist Support Center and the 2nd free tourist information counter at the International Arrivals Terminal was officially put into operation on March 5, 2014. With the efforts of the city's tourism industry to better serve tourists coming to Da Nang, contributing to making Da Nang a safe and friendly destination. Da Nang tourism industry has successfully implemented the tourism stimulus program, organized more events, reduced prices but still ensured quality. Always focus on investment

Research new, quality tourism products, build many attractive Mice tourism programs, resort tourism, eco-tourism... encourage businesses to regularly invest in renewing their tourism products to build brands to attract and retain tourists... Strengthen links, closely cooperate in exchanging tourist sources with provinces and cities at home and abroad, support each other to contribute to making local tourism image become the most attractive destination in the Central region and in the international region. Organize and participate in Famtrip, Presstrip groups to learn about tourism products, promote attractive destinations for domestic and foreign tourists. Da Nang is focusing on promoting the exploitation of foreign tourism markets through direct flights such as: Japan, Korea, Thailand and tourists through the East-West economic corridor, towards the Northern European market and expanding to America (Tu Anh Nguyet, 2015)

1.3.2 Japan's experience

Japan tourism, from a country with a market for sending tourists to countries around the world, has recently been trying to attract visitors to become a country receiving tourists from other countries. Tourism has become one of the leading industries in Japan's growth strategy and has contributed greatly to Japan becoming a tourist country. According to statistics published by the Japan National Tourism Organization (JNTO), the number of foreign visitors to Japan in 2012 was about 8,370,000. At the same time, there was a sudden increase due to stimulus policies suitable to tastes, the number of visitors increased to about 10 million visitors in 2013. Although Japan is small in area, it owns many famous tourist destinations, along with a diverse and beautiful culinary culture, sophistication, attracting tourists, especially international tourists. Japan Tourism has had promotion and advertising programs to boost tourism growth such as plans to expand tourism businesses and improve service quality, creating attractive tourist areas that are popular with domestic and foreign tourists to build Japan's tourism brand. Implementing a program to attract tourists through the promotion program "Visit Japan all

Japan”. In 2013, to promote tourism, Japan took the theme of "From full recovery of flights". Promote the development of Mice tourism for international conferences, design tours according to time reform to suit the needs of tourists, build a framework for overseas tourism by promoting individual tourism and diversifying tourism sources, strengthen the connection between Japanese travel companies and foreign travel companies, and expand diplomatic relations. In addition, visa relaxation, visa exemption for Southeast Asian countries, visa exemption for short-term stay citizens from Korea, Taiwan and 64 other countries and territories for the purpose of visiting Japan. That is the reason why Thailand, Vietnam, Malaysia and Indonesia are among the top countries with the fastest growth rate of tourists to Japan. In 2013, Vietnam had

80,000 tourists came to Japan, while Indonesia had 140,000 tourists and the Philippines had 110,000 tourists. By 2016, Japan set a target of welcoming 18 million international tourists, with tourism revenue reaching 30 trillion yen, along with a new policy for this goal of enhancing “tourist satisfaction”, increasing the number of international conferences by 50% to become a conference country in Asia. (Tu Anh Nguyet, 2015).

1.3.3 Lessons learned

Focus on and improve state management of tourism promotion activities. Focus on investment, expansion and improvement of the quality of tourism products and services, and building unique and distinctive tourism products. Promote and build customer awareness of destination brands, showing that tourism brands are very important in the context of integration. Closely combine tourism promotion and propaganda activities with cultural exchange activities, preserve and enhance national cultural identity, and protect a safe and friendly tourism environment. Professionalize tourism promotion activities focusing on target markets, taking destinations, tourism products and tourism brands as the main promotion objects, promote tourism promotion activities to regional and international markets to attract international visitors while still focusing on promoting the growth of domestic tourism.

Chapter 1 Summary

In this chapter, the thesis presents the basic theoretical issues of marketing activities in general and marketing activities in tourism in particular. In which, the process of promoting marketing activities and the elements that make up a tourist destination are clearly stated as the basis for analyzing the current situation of tourism destination promotion activities in Phu Yen province from 2011 to 2016.

CHAPTER 2: CURRENT STATUS OF PROMOTION ACTIVITIES FOR TOURIST DESTINATIONS IN PHU YEN PROVINCE IN THE PAST

2011 - 2016

2.1. General overview of tourist destinations in Phu Yen province

2.1.1. Tourism resources

2.1.1.1. Natural conditions

Phu Yen is a coastal province in the South Central region, with geographical coordinates from 12 o 39 ' 10 ' to 13 o 45 ' 20 ' North latitude, 108 o 40 ' 40 ' to 109 o 27 ' 47 ' East longitude, located between two large mountain passes of the country, Cu Mong Pass in the North and Ca Pass in the South. The total natural land area is 5,060.70 km2 with a diverse terrain including plains, hills, plateaus, and interspersed valleys. Located 1,160 km from Hanoi capital, 406 km north of Da Nang city, and 561 km south of Ho Chi Minh city. Located in the tropical monsoon climate zone, influenced by the ocean climate, the average annual temperature is 26.5 degrees Celsius, the average annual rainfall is 1,500 - 3,000 mm, the average annual sunshine hours are 2,450 hours, and the average humidity is over 80%.

2.1.1.2. Natural tourism resources Sea and island tourism resources

Phu Yen has a 189 km long coastline running from Cu Mong to Vung Ro. This is a beautiful coastline with a rather special structure compared to the coastlines of the Central coastal provinces with many winding, winding places, adjacent mountains and seas creating many bays, lagoons, and beaches with wild and fascinating natural beauty. The common beauty of most beaches in Phu Yen is the combination of mountains and seas creating a "beautiful landscape". In particular, Cu Mong lagoon has an area of 2,655 hectares. O Loan lagoon, a national scenic spot, has an area of about 1,570 hectares, with famous specialties such as blood cockles, king oysters, oysters, seaweed... Vung Ro Bay has an area of 1,640 hectares, associated with the legendary national historical site of the Ships Without Numbers and the Ho Chi Minh Trail at sea. Xuan Dai Bay is a beautiful bay associated with many historical events related to Phu Yen as well as the whole country. The bay has a water surface area of about 13,000 hectares, a coastline of about 50km with a diverse and rich marine and forest ecosystem.

Vung Lam in Xuan Dai Bay was a trading port of Phu Yen in the past, where the first diplomatic event between Vietnam and the United States took place in 1832. Especially the famous Ganh Da Dia is famous for its unique and strange geological phenomenon that is one of a kind in Vietnam. Bai Mon - Mui Dien (Mui Dai Lanh) is the easternmost point on the mainland, where the first dawn of the Fatherland is welcomed. Some typical beaches are: Bai Bang, Bai Bau, Bai Rang, Bai Xuan Hai, Bai Nom, Bai Tram, Bai Tu Nham, Bai Om, Bai Xep, Bai Long Thuy, Bai Tuy Hoa, Bai Goc...

Figure 2.1. Ganh Da Dia and Bai Xep, Phu Yen province

Source: Department of Culture, Sports and Tourism of Phu Yen province, (2016)

Mountain and plateau tourism resources

Being a locality with rocky terrain - containing great potential for caves, it is a favorable condition for developing scientific research tourism. In the coastal rocky mountains of Phu Yen, according to the latest survey data, about 34 large and small caves have been discovered. Overall, Phu Yen mountains are 300m - 700m high and are distributed everywhere, except for a few peaks over 1,000m high located in the West of Dong Xuan district, Southwest of Tay Hoa district, South of Song Hinh district. Currently, there are no caves put into tourism exploitation.

Figure 2.2. Da Bia Mountain, Phu Yen province

Source: Department of Culture, Sports and Tourism of Phu Yen province, (2016)

Ecotourism resources are mainly concentrated in national parks and natural reserves in Phu Yen, with Kroong Trai natural reserve being the best place to preserve the genetic resources of flora and fauna, preserve ecology and biodiversity. Ngoc Lang - the name of an ancient village on the lower reaches of the Ba River and is a fertile alluvial land, where the two rivers Chua and Ba meet before flowing into the Da Rang sea. The vegetable village belongs to Binh Ngoc commune with an area of fertile sandy soil of over 42 hectares, with an additional 20 hectares for growing vegetables and flowers. About 3km from Tuy Hoa city center, this is a fertile land, full of alluvium, receiving sunshine and sea breeze all year round. According to Decision No. 971/QD-UBND on approving the "Project for Developing Community Tourism Products in Ngoc Lang Vegetable Village - Binh Ngoc Commune", forming community tourism products in Ngoc Lang Vegetable Village aims to gradually form a destination, effectively exploit tourism potentials and diversify community tourism products to attract tourists and extend their stay in Phu Yen.

Tourism resources: caves, rivers, streams, lakes and waterfalls

Being a mountainous province, there are many caves, caves, and caverns distributed throughout the districts in the province. Phu Yen has hot mineral water sources: Phu Sen, Lac Sanh, Tra O, Triem Duc with temperatures from 50 - 70 o C, very suitable for developing medical tourism, health recovery and resort. Phu Yen has over 50 large and small rivers, all of which are short and steep, flowing to the sea. This is also a source for tourism development. In addition

Some Tourism Promotion Events of Da Nang in 2012 - 2017

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