Specific Strategies In Applying Local Marketing In Thanh Hoa Tourism Development

In addition to planning, planning and tourism development projects, building a tourism development strategy for the province is particularly important. This is also a step to concretize the national strategy, promote strengths, and overcome the tourism limitations of the province in recent times.

4.2. Specific strategies in applying local marketing in Thanh Hoa tourism development

Once the locality has identified its vision and goals, designing and building a marketing strategy to achieve those goals is a very important step for strategic planners. To build a specific strategy and implement it, it is necessary to consider key issues such as: the locality's advantages to be able to implement the strategy, and whether the locality has enough resources to implement the proposed strategy. A successful local marketing strategy needs a feasible, specific and clear implementation program, which needs to be presented in sequence and in detail.

4.2.1. Product policy

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Currently, the Thanh Hoa provincial government needs to focus on investing in tourism projects associated with local landmarks. Tourism has many different forms such as: Recreational tourism; Resort tourism; Discovery tourism; Sports tourism; Festival tourism; Religious tourism; Combined sports tourism; Medical tourism... To focus on building product strategies for each type of tourism, Thanh Hoa needs to improve each tourism product and quickly improve the quality of the main tourism products.

Thah Hoa has many tourism resources, but the greatest strengths are historical and cultural relics and sea tourism. Therefore, the main products of Hanoi tourism are still cultural tourism and sea tourism. Specifically, in the coming time, it is necessary to shape tourism product packages around the areas of Sam Son, Tinh Gia, Hoang Hoa, Hau Loc and some mountainous districts in the West of Thanh Hoa with many spiritual and cultural tourist relics. Currently, the natural landscape has been and is being renovated, beaches such as Sam Son, Hai Hoa, Hai Tien, or relic sites of Ho Dynasty Citadel, Ca Stream, Cau

Ham Rong and Song Ma are being planned for specific development. In addition to investing in traditional art performances to serve tourists, the City People's Committee has coordinated with the Department of Culture and Information to rebuild Lam Son Theater and build an exhibition hall to promptly meet the entertainment, relaxation and exploration needs of tourists.

In the trend of diverse tourism development, cuisine not only plays a supporting role, serving the need for food and drink but has become the main purpose of many tourists' trips. In recent years, Thanh Hoa's specialties have been exploited by many travel businesses, built into specialized tours and routes such as organizing tours to food processing facilities, taking visitors to folk culinary festivals...; In the coming years, Thanh Hoa tourism will continue to invest more heavily in promoting and promoting culinary culture at cultural and tourism events at home and abroad; build and guide businesses to design tours to effectively exploit Thanh Hoa's culinary art traditions.

4.2.2. Pricing policy

The price of tourism products is an indispensable part in attracting and retaining tourists. Currently, although there is a consensus on the price of tourism products at tourist destinations, there is still no uniformity, there are still cases of overcharging. Fraud. This leads to tourists losing confidence in local people and tourism products. The most necessary thing now is for tourism associations and businesses to coordinate together in stabilizing market prices, and to come up with consistent and competitive pricing policies in the region.

By 2020, the Thanh Hoa provincial government needs to have a roadmap to establish ceiling and floor prices for service products, including accompanying products such as tourism transportation services and tourism business services. To have price regulations, it is necessary to implement a price development strategy for tourism products. Specifically:

Objective: Develop a comprehensive pricing strategy for tourism products to concretize Thanh Hoa tourism strategy for the period 2015 - 2020.

Applicable objects: All main products, by-products, and accompanying products in the process of implementing tourism activities.

For businesses operating in the field of accommodation services, it is necessary to have a price policy that is suitable for the facilities and conditions of customers, because price is a very sensitive issue. Therefore, businesses should offer many different price options for customers of many classes to choose from, because in addition to accommodation services, there are accompanying services. There should be a price list at each time. Along with that, there should be a connection between transportation services, food services, entertainment areas, and uniformity in price policies and products to satisfy tourists to the maximum.

Valuation method:

Step 1: Collect current price list data of all tourism products Step 2: Calculate cost price for each product

Step 3: Develop a new pricing policy for each product, noting that the pricing process needs to take into account regional economic factors, exchange rate fluctuations and other factors that affect prices.

Step 4: Test the new ceiling and floor price framework

Step 5: Collect feedback from businesses, tourists and those affected by price adjustments

Step 6: Adjust the price frame of tourism products and officially apply it

4.2.3. Distribution channel policy

Tourism businesses need to join domestic and foreign tourism associations to link up to build tours and coordinate the number of visitors.

Open more representative offices in target markets, neighboring provinces or possibly go abroad to distribute tourism products directly to tourists.

Strengthen more product introduction systems, sell products directly online to customers in need, potential customers at home and abroad.

There are two forms of distribution channels: direct distribution and indirect distribution. However, these two distribution channels have different structures, which depends on the following two factors:

+ How to bring products to selected target customers

+ The actual links of the members participating in the distribution channel Distribution channel diagram

+ Direct distribution channel: Businesses choose this distribution channel, maintain their own sales force and are responsible for all channel issues. This type of channel is often chosen when the business only focuses on a few clearly defined customers. The efforts require strong negotiations and appropriate, timely decisions.

+ Indirect channel: Businesses choose this type of distribution channel in case they do not want to maintain the entire sales force and share functions in the channel with other intermediary organizations and individuals. Businesses encourage intermediary levels to introduce and develop the next levels for the distribution channel.

Businesses can choose both direct and indirect distribution methods and multiple levels of intermediaries. However, in the tourism sector, for intermediaries to be truly meaningful and to avoid conflicts, there must be appropriate policies for each type of distribution channel and for each level of intermediary.

4.2.4. Strengthening local tourism promotion

Bringing the local image to tourists in the fastest way is the form of local promotion, the communication plan will be built based on the local tourism development strategy. This is undertaken by the Department of Information Technology and Communications.

To implement that strategy, the locality needs to position its territorial image and develop its own communication strategy, build a local image, create a difference and stand out from competitors. While consolidating and maintaining the inherent characteristic image of the locality, it is necessary to develop and improve the local image.

in a more distinctive and clear way, using synchronous investment promotion techniques, accurately positioning the target, and launching appropriate communication programs that convey messages and messages. Communication programs need to be appropriate and support the message that the local image has positioned in the minds of tourists.

To bring local images to tourists most effectively, localities can use image building techniques such as:

Word of mouth communication, this is the fastest and most effective way for marketing strategy. Building and promoting local image through this method always brings high efficiency, authenticity and accuracy. The nature of this form is that the service itself must be really good, because this form has two sides.

- Advertising on mass media

Currently, the most popular means of communication is advertising on television channels and the internet. Nowadays, whenever traveling or wanting to explore anywhere, tourists use search engines to learn in advance and better understand information about the destination, so localities need to take full advantage of this tool on websites, tourism and exploration sites. To use it effectively, there must be additional strategies to run ads on the sites at each period, time...

It is possible to build a separate website for promotional purposes, but to achieve the highest efficiency, it is necessary to have a separate commercial website design for tourism products, build a set of tourism messages, design images suitable for the message, write promotional media articles. Post articles, images; Run google adword articles, messages...

A fairly popular way today is to use social networks such as: Facebook; zalo, viber... Social networks today are no longer just a website for entertainment, but also an effective means to commercialize products and goods. According to statistics, the number of people using social networks every day accounts for more than half of the world's population, so social networks are a great tool for advertising and branding. Localities can run ads on Facebook or zalo, viber,

But before that, you need to have good, clear, concise, short articles with lots of images and colors suitable for each article and genre.

To make the promotion strategy most effective, you can hire a professional PR company to organize a big event to promote the whole province in general and tourism in general, like Da Nang hired a foreign event organization company to organize an event for the City and achieved the expected success.

- Participate in exhibitions, investment seminars, or send survey teams to cities and countries with large investment sources to discuss marketing methods. Organize tourism businesses to participate in fairs and tourism exhibitions in other localities; organize activities for tourism businesses to survey tourist destinations, products, and tourism services to build tours to sell to tourists, organize for the press to survey tourist destinations, products, and tourism services to introduce in newspapers and radio, launch a market to introduce products and services.

4.3. Specific solutions and action plans to implement the strategy

After clearly understanding the mission and vision, implementing specific strategies, with the goals of developing tourism into a spearhead economic sector, developing the tourism industry to be worthy of the national and regional level, to implement the proposed strategies, the implementing entities are business owners and business households responsible for implementing the proposed solutions and strategies, fully meeting the necessary and sufficient conditions for tourism development in their localities.

4.3.1. Local image marketing

Place image is the sum of beliefs, ideas and impressions that people have about a place. Place image represents a simplification of most of the information items associated with the place. This is the first step in promoting to the target audience of tourists the image of the city as an ideal place to travel, to relax and explore the local attractions. To impress people about your place, it is necessary to build a truly attractive and unique local image. Over time

Thanh Hoa is known by a very general image, commonly a province in the north central region with many difficulties. It has not created its own highlights and marks.

Thanh Hoa is one of the cradles of the Lac Viet civilization, a land with a long history with the name Ai Chau dating back to the Liang Dynasty (6th century) during the period of Chinese domination. Throughout the history of the country, Thanh Hoa has always been a bright spot on the patriotic map of the Vietnamese people. In particular, Thanh Hoa is the only province in Vietnam that has all the characteristics of geography and climate. In terms of geography, Thanh Hoa is a province with both sea and forest, plains and rugged mountains. In terms of agriculture and forestry, the familiar saying 7 "lo" (rice, lang, peanuts, pigs, luong, lim, lat) is a typical cross-section of Thanh. In terms of climate, Thanh Hoa is a province in the North Central region with the most typical characteristics of a monsoon climate, in which a year is divided into four distinct seasons in the coastal plains, while in the mountainous areas, a year has only two seasons: "rainy season" and "dry season" like the southern provinces. In terms of population, Thanh Hoa is a province with many ethnic groups living together, the most populous of which are the Kinh, Muong, Thai and Hmong.

Due to the geographical and cultural characteristics of this place, Thanh Hoa is the cradle - the origin of many feudal dynasties of Vietnam. If counting from after the fall of Nam Viet and the Han Dynasty (111 BC) to before 938, Thanh Hoa was the birthplace of Trieu Thi Trinh (Le Hai Ba Vuong) and Duong Dinh Nghe, two of the few people who rose up against the domination of the North (other places had Hai Ba Trung, Ly Nam De, Mai Hac De, Phung Hung). After gaining independence from the North, counting from the Ngo Dynasty (938) to the end of the Nguyen Dynasty (1945), among the 8 dynasties, both long and short, including Ngo, Dinh, Tien Le, Ly, Tran, Ho, Hau Le, Nguyen, there were 4 dynasties originating from Thanh Hoa: Tien Le (Le Hoan), Ho (Ho Quy Ly), Hau Le (Le Loi), and Nguyen (Nguyen Anh). Notably, in Vietnamese history, there were only two dynasties, Trinh and Nguyen (lasting about 200 years), both of which originated from

Thanh Hoa. In terms of length, during that 1007-year period, the dynasties originating from Ai Chau - Thanh Hoa ruled Vietnam for about 600 years.

When talking about Thanh Hoa's dialect, people often emphasize the phrase "mo, te, rang, rua" as the most characteristic feature. But "mo, te, rang, rua" from Lam River to Ha Tien Bay, the whole Central and Southern regions (more than half of the country) speak, only the accent (pronunciation) is different - in fact, the Thanh Hoa language region is an extremely rich world of sounds - rich to the point of confusion and complexity, like a thousand wild grasses, making researchers afraid to step into it. However, when it is discovered, everyone finds it extremely interesting, due to its geographical, cultural and historical characteristics as a land imbued with the heroism of the Vietnamese people, the land of "spiritual land, talented people" of our country.

4.3.2. Marketing local characteristics

Local marketing means marketing local highlights that have high tourist attraction value. These highlights can be due to natural advantages, historical richness or built by the locality.

In addition to the long, beautiful beaches such as Sam Son, Hai Tien, Hai Hoa, Thanh Hoa also has many of the most beautiful fairy caves among the 36 fairy caves in the country. As we know, Thanh Hoa is a province rich in tourism resources. There are 1,535 historical relics and scenic spots distributed evenly throughout the province. Among the relics, 135 are ranked at the national level, accounting for 5.25% of the total number of nationally ranked relics in the country (currently the country has 2,569 nationally ranked relics) and 412 are ranked at the provincial level. Including: Ho Dynasty Citadel relic; Lam Kinh historical relic site; Con Moong cave archaeological site; Ba Dinh war zone; Sam Son relic cluster Lam Kinh festival; Le Hoan festival; Ba Trieu festival; Song Temple festival, etc.).

In addition, when coming to Thanh Hoa, visitors will experience the life of the people here. Thanh Hoa is proud to have Ba Trieu, Duong Dinh Nghe, Le Hoan, Le Loi, Nguyen Hoang... although born in Thanh Hoa but fought for the nation, are the children of the whole nation, great heroes, sacrificed

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