COMMITMENT
My name is Huynh Thi Hoa, author of the doctoral thesis: “Tourism promotion to attract international visitors to the Hue-Da Nang-Quang Nam tourism cluster ”. I hereby declare that this is my own independent research work. The data presented and cited in the thesis are accurate and truthful. The research results of the thesis have never been published in other works./.
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Hanoi, May 2021
Thesis author
Huynh Thi Hoa
ACKNOWLEDGEMENTS
First of all, I would like to express my deep gratitude to Associate Professor, Dr. Do Thi Loan for her enthusiastic guidance and instruction throughout the research and completion of this thesis.
I would like to sincerely thank Foreign Trade University, Graduate School, Institute of Economics and International Business, Department of Marketing for their interest, comments and support during the research process to complete my thesis.
I would like to sincerely thank the Department of Tourism of Da Nang City, the Department of Tourism of Thua Thien Hue - Department of Tourism of Quang Nam province, agencies, organizations and individuals who have cared, helped and created conditions to provide documents and information on tourism promotion activities to attract international visitors to the Hue - Da Nang - Quang Nam tourist cluster, which is an important basis for me to research and complete my thesis.
I would like to sincerely thank my family members, friends and colleagues who have always cared, supported, encouraged and given me more strength throughout the process of researching and completing this thesis./.
Hanoi, May 2021
Thesis author
Huynh Thi Hoa
INDEX
COMMITMENT i
ACKNOWLEDGEMENTS ii
TABLE OF CONTENTS iii
LIST OF TABLES vii
LIST OF FIGURES viii
LIST OF ABBREVIATIONS ix
INTRODUCTION 1
1. Urgency of the topic 1
2. Research objectives and tasks 3
3. Research object and scope 3
3.1. Research subjects: 4
3.2. Scope of research: 4
4. Research methods 4
5. New points of Thesis 5
6. Structure of Thesis 6
CHAPTER 1. OVERVIEW OF RESEARCH WORKS RELATED TO THE TOPIC 7
1.1. Research situation abroad 7
1.1.1. On tourism promotion 7
1.1.2. On attracting international tourists 9
1.1.3. On the issue of tourist clusters 11
1.1.4. On tourism promotion to attract tourists at tourist cluster 13
1.2. Research situation in the country 13
1.2.1. On tourism promotion 13
1.2.2. On attracting international tourists 15
1.2.3. Tourist cluster 15
1.2.4. Tourism promotion to attract international tourists to tourist cluster 16
1.3. Research Gap 18
CHAPTER 2. THEORETICAL BASIS AND PRACTICAL EXPERIENCE IN TOURISM PROMOTION TO ATTRACT INTERNATIONAL VISITORS TO TOURIST CLUSTER 21
2.1. General issues on promoting tourist attraction in tourism cluster 21
2.1.1. General issues about tourism clusters 21
2.1.2. General issues in attracting international tourists 28
2.1.3. Promoting international tourist attraction in tourism cluster 33
2.2. Organize tourism promotion process to attract international visitors to tourism cluster 36
2.2.1. Building a promotion process 36
2.2.2. Promotion planning 39
2.2.3. Organization of promotion implementation 48
2.3. Factors affecting tourism promotion at tourist cluster 52
2.3.1. External factors 52
2.3.2. Elements of tourism cluster 53
2.4. Criteria for evaluating tourism promotion to attract international visitors to tourist cluster 55
2.4.1. Level of satisfaction of international visitors when coming to tourist cluster 55
2.4.2. Revenue from attracting international tourists to tourist cluster 55
2.4.3. Length of stay of tourists at tourist cluster 56
2.4.4. Rate of visitors returning to tourist cluster 56
2.4.5. Target customer structure 56
2.5. Experience in tourism promotion in some localities in the world and in Vietnam and lessons in tourism promotion in the Hue - Da Nang - Quang Nam cluster 57
2.5.1. Experience in tourism promotion at some tourist clusters in the world and lessons for the Hue - Da Nang - Quang Nam tourist cluster 57
2.5.2. Experience in promoting tourism in some tourist clusters in Vietnam 61
2.5.3. Experiences drawn from the promotion activities of domestic and foreign clusters for the Hue - Da Nang - Quang Nam tourism cluster 65
CHAPTER 3. RESEARCH METHODOLOGY 68
3.1. Research methodology 68
3.1.1. Qualitative research methods 68
v
3.1.2. Quantitative research methods 68
3.2. Information and information sources 68
3.2.2 Primary data 69
3.2.1. Secondary data 68
3.3. Information collection method 69
3.3.1. Desk research (Document research method) 69
3.3.2. Survey 69
3.3.3. In-depth interviews: 72
3.4. Information processing method 72
CHAPTER 4. CURRENT STATUS OF TOURISM PROMOTION TO ATTRACT INTERNATIONAL VISITORS TO THE HUE - DA NANG - QUANG NAM TOURIST CLUSTER 74
4.1. Basis for formation and model of Hue - Da Nang - Quang Nam tourism cluster 74
4.1.1. Basis for forming tourist clusters 74
4.1.2. Hue - Da Nang - Quang Nam tourism cluster model 77
4.2. Organizing the tourism promotion process for the Hue - Da Nang - Quang Nam tourism cluster 81
4.2.1. Building a promotion process 81
4.2.2. Promotion planning 81
4.2.3. Organization of promotion implementation 95
4.3. Evaluation of tourism promotion activities to attract international visitors to the Hue - Da Nang tourist cluster
– Quang Nam 98
4.3.1. Results achieved and causes 98
4.3.1.1. Causes leading to results 105
4.4.2. Existing limitations 106
4.4.3. Reason for existence 111
CHAPTER 5. SOLUTIONS TO STRENGTHEN TOURISM PROMOTION TO ATTRACT INTERNATIONAL VISITORS TO THE HUE - DA NANG - QUANG NAM TOURIST CLUSTER... 119
5.1. Tourism promotion orientation of Hue-Da Nang-Quang Nam tourism cluster to 2030
................................................................................................................................................... 119
5.1.1. World and Vietnam economic context 119
5.1.2. Tourism promotion orientation of Hue - Da Nang - Quang Nam tourism cluster 124
5.2. Solutions to enhance tourism promotion in the Hue - Da Nang - Quang Nam tourist cluster .........
................................................................................................................................................... 127
5.2.1. Building the promotion apparatus and process 127
5.2.2. Strengthen market research 130
5.2.3. Diversify and improve the quality of tourism products 136
5.2.4. Strengthening tourism promotion 137
5.2.5. Promoting the application of technology to build tourism promotion platforms in the digital environment 139
5.2.6. Proactively diversify funding sources for tourism promotion activities in the cluster .....
................................................................................................................................................... 140
5.2.7. Strengthening inspection and evaluation activities of promotion programs 141
5.2.8. Support solutions 142
5.3. Recommendation 144
5.3.1. For the State 144
5.3.2. For the three local authorities 146
5.3.3. For businesses 147
CONCLUSION 149
LIST OF SCIENTIFIC RESEARCH WORKS RELATED TO TOPIC 152
REFERENCES 153
Appendix 159
LIST OF TABLES
Table 4.1. Typical products of localities in tourism cluster 84
Table 4.2. Activities participating in international tourism fairs at home and abroad of Hue - Da Nang - Quang Nam tourism cluster 87
Table 4.3. Famtrip and presstrip delegations, foreign film crews visiting the Hue - Da Nang - Quang Nam cluster from 2013 to 2019 89
Table 4.4. Channels for accessing information about tourism clusters 92
Table 4.5. Promotion budget of Hue - Da Nang - Quang Nam tourism cluster in the period 2014 - 2018 94
Table 4.6. Group leaders in the Hue - Da Nang - Quang Nam tourism cluster from 2012 to 2020 96
Table 4.7. Number of tourists and total tourism revenue of Hue - Da Nang - Quang Nam tourist cluster 99
Table 4.8. Revenue from tourism services in three localities 100
Table 4.9. Purpose of international visitors' trips to Hue - Da Nang - Quang Nam tourist cluster 104
LIST OF IMAGES
Figure 2.1. Model of relationships of subjects in the tourism cluster of Buhalis 25
Figure 2.3. Tourism promotion process 37
Figure 2.2: Tourism promotion model in cluster 51
Figure 2.4. General logo of Northwest Arc 62
Figure 3.1. Structure of international tourists to the tourist cluster by age 70
Figure 3.2. Structure of international tourists to the tourist cluster by means of transportation 71
Figure 3.3. Structure of international tourists to the tourist cluster by nationality 71
Figure 4.1. Brand identity of Hue - Da Nang - Quang Nam Tourism Cluster 86
Figure 4.2. Interface on page https://www.theessenceofvietnam.com/ 92
Figure 4.3. Promotion cooperation mechanism of Hue - Da Nang - Quang Nam tourism cluster 96
Figure 4.4. Destinations of international tourists at the Hue - Da Nang - Quang Nam 101 tourist cluster
Figure 4.5. Number of international visitors to the Hue - Da Nang - Quang Nam tourist cluster 101 Figure 4.6. Structure of international tourists to Hue, Da Nang, Quang Nam by nationality in 2019. 102
Figure 4.7. Time international tourists stay at tourist cluster 107
Figure 4.8. Factors attracting international tourists to tourist cluster 108
Figure 4.9. Survey results of international tourists on brand recognition of Hue - Da Nang - Quang Nam tourism cluster 110
Figure 5.1. GDP growth scenarios of some countries in the world and Vietnam 119
Figure 5.2. Subjects participating in tourism promotion at the Hue - Da Nang - Quang Nam tourist cluster 128