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Tiểu luận cuối kì final assignment điểm cao cho môn Tiếng anh du lich (English tourism) trường Đại học Ngoại ngữ . Nội dung bài tiểu luận bao gồm giới thiệu chung về tình hình du lịch, SWOT analysis, sample tour, ....
VIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES ENGLISH FOR TOURISM FINAL ASSIGNMENT: Marketing plan for Vietnam National Village for Ethnic Culture and Tourism Hanoi, 2019 | Page Abstract: In modern times, the form of cultural tourism is developing ceaselessly due to its positive effects towards the economy, the society, and the environment of a country Viet Nam holds huge potential for cultural tourism thanks to its diversity in terms of culture, customs and traditions, which have been shaped and practised across the nation for thousands of years An typical example destination for cultural tourism is Vietnam National Village for Ethnic Culture and Tourism (Name in abbreviation: Vinaculto) - an ideal place to for both Vietnamese and foreign tourists to visit and travel as well as to learn more about the culture of Vietnamese ethnic groups The assignment will be a marketing plan for Vinaculto to help this destination become more famous and developed I General introduction Vietnam National Village for Ethnic Culture and Tourism was inaugurated in October 2010, coinciding with the 1,000th founding anniversary of Thang Long-Hanoi Located about 40 km away from Hanoi, it is a part of Dong Mo tourist area, Son Tay, Hanoi, the cultural – tourism village with diverse mountainous terrain along peaceful valleys and lakes It is considered a national center of culture, sports and tourism activities where traditional cultural heritage of 54 Vietnamese ethnics can be kept and exploited When tourists have chance to come here you not only relax, go sightseeing and enjoy the green and fresh atmosphere but also participate in cultural and artistic activities with rich, dynamic, diverse, attractive performance | Page With nearly 200 ha, The area of ethnic villages was built into zones of hamlet structures and reconstructing villages within zoning plan and folk architecture in order to introduce, preserve and develop the traditional cultural values of 54 Vietnamese ethnic communities The Village consist of four smaller hamlets belonging to different regions where local residents live Entrance ticket 30,000 VND/ person for adults 10,000 VND/ person for tertiary students 5,000 VND/ person for primary and secondary students Free for children below years old Open time Vietnam National Villages for Ethnic Culture and Tourism is opened from Tuesday to Sunday 8:00 – 11:00 AM in the morning 13:00 – 16:30 PM in the afternoon1 Retrived from http://en.vinaculto.vn/vn/html/3/general-introduction.aspx | Page II SWOT analysis: S - Strengths: Vietnam National Village for Ethnic Culture and Tourism: an attractive destination First of all, Vietnam National Village for Ethnic Culture and Tourism is located in the South of Dong Mo Lake, (Son Tay, Ha Noi) The location is quite near from Hanoi center which will attract many people to visit, especially those who not really like travelling or those cannot to go far Secondly, it takes 40 km to go to Hanoi center from here in the West; 70 km to go to Noi Bai International Airport; and 45 km to go to Gia Lam Station In addition, The Village is near Hoa Lac Airport now managed by Ministry of Defense, developing light flying boat, helicopter Moreover, it takes 30 km to go to Mieu Mon Airport estimated by 2015 it will become International Airport with 4E Level under the ICAO standard Hence, the transportation is very convenient to travel with the cheap price by public transport or private one Beside the strengths about location and transportation, this Village has some significant advantages It is next to Dong Mo Golf and Duong Lam Ancient Village’ Hoa Lac high technology area, and Vietnam National University, Hanoi with the scale of 60.000 students in 2020 Therefore, the place distributes many inhabitants, which will be attracted by this village | Page Initially, the village consisted of models and artefacts, introducing the tangible cultural values of 54 Vietnamese ethnic groups to visitors The national cultural space seems to have been completed thanks to the hearts and hands of ethnic minority people who are living here In addition to their cultural and tourism events, various activities by artists from traditional arts theatres and clubs are being held in the village Every year, in addition to the regular activities of seven ethnic minority groups, visitors can participate in events with specific themes, such as festivals welcoming the New Year in January and February and programmes praising the beauty of the landscape and people of regions around the country | Page A wide variety of activities associated with major national holidays also took place in the village in the presence of many Party and State leaders as well as domestic and foreign visitors, such as the National Great Unity Week, the Vietnamese Ethnic Groups Cultural Day, Ha Giang Culinary Culture Space, festivals, folk games, the programme of making chung cake (square glutinous rice cake) for the poor and the performance of Southern amateur music (Don ca Tai tu) (“Sắc hoa” chào năm 2019 Làng Văn Hóa Dân Tộc Việt Nam) Visitors to the village can feel the peace and beauty of the villages with rice and corn full of terraced fields, boisterous laughter, folk songs and the colour of traditional festivals W- Weakness: The degradation of the outdoor artefacts decreased the number of visitors to the tourism area | Page The Village has not been cooperating with many travel agencies yet And, because in the culture village, one independent department should be in charge of organizing events, conferences and seminars and providing essential information for travel companies to include in their tour programs Travel companies will serve as a bridge introducing tourists to the village’s products One another reason if that the village is located in a sparsely populated area O - Opportunities 3.1 The promoting investment The Ministry of Construction has issued Official Letter 1374 / BXD-QHKT to the Management Board of Vietnam National Village for Ethnic Culture and Tourism on the elaboration of detailed construction planning at the Cultural - Du Village Vietnamese ethnic calendar After receiving the Official Letter No 245 / LVHDL-QHKTMT dated May 22, 2018 of the Management Board of Vietnam National Village for Ethnic Culture and Tourism, it is proposed to comment on the implementation of detailed construction planning at Vietnam National Village for Ethnic Culture and Tourism Enhancing investment promotion and attraction, striving to select big investors to implement investment projects in functional areas using capital outside the state budget In which, the Decision on investment policy for Dong Mo Tourism - Culture Investment and Tourism Joint Stock Company was granted On that basis, investors are building planning projects At the same time, the Management Board is interacting and working with a number of research partners and investment proposals such as: Vingroup, Sungroup, PHM Investment One Member Co., Ltd., NANOICE Technology Investment JSC Vietnam to invest in building functional areas without using state budget capital | Page In terms of investment cost Preferences on rental land prices help reduce investment costs Based on Official Letter No 6788 / UBND-KT of Hanoi People's Committee dated November 25, 2016 on land prices at Vietnam National Village for Ethnic Culture and Tourism The land of Vietnam National Village for Ethnic Culture and Tourism has the following price (applied from January 1, 2015 to December 31, 2019): Land price for trade and service is VND 1,693,000 / m2; The price of non-agricultural production and business land is VND 1,411,000 / m2 3.2 Labor force is abundant and abundant, the proportion of labor force participation aged from over 15 accounts for 75.3% Moreover, the labour cost in this area is twothirds cheaper than other regions in Hanoi city 3.3 The potential of eco-tourism and culture tourism Vietnam National Village for Ethnic Culture and Tourism covers an area of more than 1,500 ha, of which 900ha is lake and the rest is forests and mountain The landscape here is beautiful and romantic The village is just one of the many tourist destinations west of Hanoi It has become an attractive destination for visitors in the capital and other provinces and cities to discover and relax on weekend days and holidays According to a statistic, the number of visitors to the site reached over 500,000 in 2016, up 200% over 2015 and exceeding the target of 167% The village also meets the demands of healthy entertainment, sporting and arts activities for both domestic and foreign visitors The village’s Management Board has coordinated with localities to mobilise thousands of ethnic minority people to participate in activities reproducing their daily lives and festivals Through cultural and arts activities with rich and attractive content imbued with national culture, the village is expected to contribute to fostering the love of nature and the country among the people The Vietnam National Village for Ethnic Culture and Tourism has become an attractive destination for visitors in the capital and other provinces and cities to discover and relax on weekend days and holidays | Page In addition to preserving, introducing and promoting national cultural values as well as enhancing the mutual understanding and solidarity among ethnic minorities, the Management Board set a target of stably and effectively operating the ethnic minority areas, attracting more investment to two functional areas and inviting more representatives of minority groups to live in the village The managers have also paid much attention to the maintenance and repair of outdoor works, signs and indications and the collection and display of artefacts as well as the improvement of the quality of services, striving to make the village become an attractive cultural tourism destination T – Threats In today’s open market economy, with the goal of integration and modernization, the threats which Vietnam’s tourism industry has to face to should be considered carefully To be specific, in Vietnam National Village for Ethnic Culture and Tourism, there are major challenges that the villages has to cope with Lack of capital and skilled employees The big threat is the lack of capital skilled employees that leads to many others consequences: ● The works such as stilt houses, roads on the tourist areas are degraded but have not been invested to rebuild ● The WC is not clean, not modern that make bad impression on tourists | Page ● The shortage of tourist guides not meet the needs of deep and thorough study of visitors This not only does not meet the demand of visitors but also does not create comfort for visitors Especially, there is lack of the team of instructors who are fluent in foreign languages to introduce international visitors In the tomb area of the Gia Rai ethnic group in the Vietnam National Village for Ethnic Culture and Tourism, many houses have been seriously degraded - Photo: Nguyen khanh The difficulty in gathering 54 ethnic groups to one place It is a great difficulty to significantly bring the national cultural identity of all 54 nations come together in a place The representation of 54 ethnic groups living in the village is a major challenge because of the lack of funding, so the management board only welcomes ethnic minority people to the village for major events But after the end of the event, the ethnic people pulled together Moreover, there is not many ethnic people who have a deep understanding about their culture They are usually very old and are not willing leave their hometown to go there to transmit their culture Despite having been in operation for nearly 10 years, this place has few annual activities to attract tourists Additionally, in the context of today's globalization, the Vietnamese young people prefer to travel abroad and not care about domestic culture Regarding foreign tourists, Vietnam is still a small Asian country in their eyes, and our culture are usually confused with the culture of other large Asian countries like China Therefore, the transmission of culture to visitors with significant way is a big challenge Challenge in using modern technology The Industrial Revolution 4.0 is exploring, in the developing situation of our country, it is a big challenge for this tourism area to apply modern technology in operating and managing In the Vietnam National Village for Ethnic Culture and 10 | Page Tourism , WiFi service has not been covered throughout the area that brings about inconveniences for tourists if they want to access the internet to get information or share their experiences about there Furthermore, the application of modern technology in guiding and entertaining activities for visitors is essential Especially for foreign tourists, if there is an automatic translation device, it can help them be more active in understanding the information in there as well as minimize the work for the tour guide or interpreter III Promotion and development strategy: Objects of visitors Objects of visitors to Dong Mo tourist area are mainly groups of graders, students, employees, foreigner tourist, they come here to rest, visit, study,… However, there are still a large of single guests coming here Focus on tour The first day, visiting the 1st – group ethnic that include the midland & mountainous ethnics (Muong, Thai, Tay, Dao, H’Mong…) Following that, tourist participate in camp fire of Thai ethnic group, singing and dancing,… The second day, to visit 2nd - group ethnic in Tay Nguyen area including Khmer - me, E De, Ba - na, Bru Van Kieu and take part in local activities there And then, discovering rd - group ethnic in Nam Bo including KHmer, Cham, Co-ro, Chu-ru The development strategy 3.1 Infrastructure and technology The destination is located in remote areas, the current access conditions are still difficult that impact on potential exploitation efficiency to serve ecotourism development Therefore, the addition, construction, improvement and improvement of technical facilities and infrastructure not only has socio-economic meaning but also makes sense special meaning: Ensuring the sustainable development of ecotourism Firstly, the government should invest in building water pumping stations, electric pumping station and treating pepper drainage flooded along the communal area of shareholders; construction upgrade works irrigation of Dong Mo dam, Hang river pumping station to serve tourism activities are stable while reducing flooding in agriculture in the area 11 | Page Secondly, the managers should add modern technological system Nowadays, 80% tourists use smartphone and it’s easy for them to use this app and this service Moreover, they can share their experiences about this place on social networking sites (Facebook, Instagram, Twitter ) This is also a way to promote the destination Vietnam National Village for Ethnic Culture and Tourism should apply significantly modern technology in operating and managing The effective recommendation is designing Automatic interpretation system with many languages to serve the sightseeing needs of domestic and international visitors To experience, visitors only need to use the pre-installed device and select the point of explanation This device is connected to the headset very conveniently and does not affect everyone around Visitors also can use their smartphones to scan QR codes which are set on the texts that help them search information and translate the contents (like Temple of Literature) Another possible way is creating a free all in one digital tourist guide running as a smartphone application full of local infor detailed maps, pictures and descriptions of this place It’s also necessary to set free wifi to cover the whole village 3.2 Human resource training Human factor is a key issue that determines success or failure of tourism activities Therefore, there must be a source of qualified labor to create quality goods products Quality of human resources is affected greatly influenced by the recruitment and employment of employers in accordance with principles, training, improve professional qualifications and work environment The managers should regularly check, evaluate and classify professional qualifications service of all staff working in the local tourism industry In addition, it is essential that there are training courses, training on professional skills for quality of human resources to improve and enhance fully meet the needs of visitors 3.3 Product promotion Tourism wants to develop quickly and strongly to constantly grasp the needs and tastes of society in the consumption of tourism products Therefore, it is necessary to effectively exploit the potential of all classes of society to participate in propaganda, promotion and promotion of tourism In other words, to promote socialization of advertising, promotion and tourism marketing activities If doing well this work will contribute to promoting the socio-economic development in general and tourism in particular 12 | Page Propaganda and promotion of tourism products must achieve the goal - bring pictures of natural landscapes, climate, fresh environment to the tourists domestic and foreign guests let them know and come here Experiences from countries show that it is necessary to diversify forms of advertising, focus on the form of word of mouth advertising and on the mass media them, focus on advertising objects, ensuring rich and attractive information, featured and can create advertising campaigns Main information channels such as: through electronic information system; other forms of information such as publications, leaflets, folding exercises to distribute free to visitors; continue to strengthen the bearing information system more professionalism through publications CD, VCD, DVD, books and newspapers… to meet the needs of use, exploit diverse information of visitors 3.4 Cooperating with travel agencies The first, Village management needs to actively link travel agencies to build products and services In the immediate future, it is necessary to focus on improving services in some ethnic villages, such as upland market areas, Cham towers, Khmer pagodas so that tourists can come to learn and explore culture and see showing the living environment of ethnic minority people, enjoying food and selling souvenirs In the long term, there should be a form of sightseeing tickets, to generate income for the village like many museums and other tourist areas in the country Besides, to further enrich the life of ethnic people living in Cultural Village, according to Prof Dr To Ngoc Thanh - Chairman of Vietnam Folk Arts Association: "It is necessary to change the method of bringing people To live in the Cultural Village nowadays, instead of bringing some typical individuals representing each ethnic group, each household must be taken so that they can live in each and village " Because, people of ethnic groups not stick with the village for a long time At present, in each ethnic group there will be residents who come to live in the village every three months, after the expiration, they return to their homeland, thus lack of long-term attachment to the village Develop a mixed marketing strategy: - This is considered one of the sharpest tools to promote business Our company will use this marketing tool flexibly to attract customers a Price policy: 13 | Page - When studying to come up with a suitable price policy, management will have to take into account many advantages and disadvantages, direct and indirect factors from which to set a specific price so that it can bring profits to the village - Valuation by analyzing the breakeven level and valuing according to the target profit to provide a reasonable tour price - Pricing based on competition - Pricing products package, discount, cost savings but still have to ensure quality, for large households, more than one generation will have a discount policy from 10% -20% discount - Depending on the season, not the tourist season, some tours will offer a deep discount to encourage people to travel, such as January, March, April, October, and November b Product policy: - Because domestic tourism products are easy to imitate, so creating a unique unique product is also a big challenge Therefore, the management will try to create a unique, exclusive product, while improving the quality of the products that make customers trust It is a factor that creates prestige, reputation and brand for this tourist destination in the regional and national markets - Types of products of cultural village: products and services • Economical product: everyone can travel but still ensure quality • Traditional product • High quality product - Example of a traditional product line: domestic tour beam 14 | Page - Improving and renewing the characteristics of using products to meet the increasing demands of consumers • Commitment to international standard service quality • Abundant resources, professional team • Trusted partner network • Unique products, diverse services - Design products suitable to the needs of each customer - Dedicated customer care service, providing sufficient information - After-sales service: promotion with gifts, gifts included, membership card - Insurance service: providing customers with reasonable compensation if there are unexpected problems c Promotion policy: - In addition to posting on newspapers, leaflets, participating in tourism festival fairs to introduce products, we also hire fanpage to advertise, as well as run ads on media such as Facebook , Instagram, aimed at the ages of 15 to 70, those who have a need to travel and relax In addition, we also hire celebrities such as singers, hot girls at the level just posted the promotion status on Facebook, Instagram d Distribution policy: - The village will gradually improve and expand play areas, provide customers with better, more convenient and easier services Market strategy: 15 | Page - Along with the economic development, the tourism market is also expanding and having fierce competition Therefore, to develop tourism, it is necessary to have the right strategy to learn, explore and control the market and also to better serve the needs of the market - Because the market is quite large, so that business is highly effective, we choose our target market and target that target market - Cultural Village aims to be a leading tourism company in the region interested in promoting and marketing regional visitors as well as guest areas throughout the country Selectively participate in seminars and fairs Strengthening cooperation of media agencies, airlines, and corporations to promote the Village's brand as well as introducing new products and tourism services during the summer, the holiday and Lunar New Year Proposals and orientations for Vietnam National Village for Ethnics Cultural and Tourism: - The orientation of cultural village is tourism business, to create a comprehensive and complete tourism product - Implementing a long-term business strategy, creating the difference of the village - Increasing investment to make this place a spiritual tourism complex - Development of promotion, marketing, image marketing, branding, brand management through domestic and web tourism fairs, the official fanpage of the village - Enhance the construction and supply of new travel product types such as creating price for couples, families, companies and vouchers, promotions and gifts to meet the diverse needs of tourists 16 | Page - Implementing the key business strategy is spiritual tourism, developing and exploiting effectively domestic tourism, pioneering with breakthrough and sustainable creative steps in business - Make video clips, encourage the understanding of prices treating national culture for young people, implementing viral marketing in the media such as facebook, youtube - Build up the ticket combos for the family, with the more and more people at a cheaper price, look for target customers who are tour companies to go to team building - Stimulate expense of visitors, focus on developing and improving the quality of food and souvenirs - The manager of the Village should organize for visitors to see, experience, directly participate in a process of making a dish or developing new products - The customs of ethnic minorities are community-based, not only reflected in the house model, which is difficult to convey IV Conclusion: Today the business environment of all industries in the economy in general and the tourism economy in particular changes constantly and is increasingly complicated That is the inevitable result of the market trend that is always developing and fierce competition So the Cultural Village needs to focus on maintaining what it has and improving its competitive position compared to its competitors It is necessary to focus on maintaining and developing new and distinctive tourism products of the company and the quality is always top priority Setting a development goal, but there must be feasible policies and measures to achieve the objectives, planned plans, further expanding the market, and maintaining and developing our brand name growing stronger more, more popular with tourists 17 | Page REFERENCES Nhan dan (2017) VN National Village for Ethnic Culture and Tourism: an attractive destination Retrieved April 10th, 2019, from https://english.vietnamnet.vn/fms/travel/172381/vn-national-village-for-ethnicculture-and-tourism an-attractive-destination.html? fbclid=IwAR17Ld0Mk_TPFxYm-vCydR5AbRESsL2h5Ify5t14z4Lg_9cOvq4gZXbv9Q Retrived from http://en.vinaculto.vn/vn/html/3/general-introduction.aspx https://lib.hpu.edu.vn/bitstream/handle/123456789/19610/52_NguyenThanhThuy_V H1003.pdf?fbclid=IwAR0Ldj2rxFVmsaOxpJQ2hxyUlxQG4MRPfLYDJPnm5ezvHO4h-b5qNkRJ5Y Retrived from http://langvanhoa.com.vn/ 18 | Page 19 | Page ... cake (square glutinous rice cake) for the poor and the performance of Southern amateur music (Don ca Tai tu) (“Sắc hoa” chào năm 2019 Làng Văn Hóa Dân Tộc Việt Nam) Visitors to the village can... VND/ person for adults 10,000 VND/ person for tertiary students 5,000 VND/ person for primary and secondary students Free for children below years old Open time Vietnam National Villages for Ethnic... nation for thousands of years An typical example destination for cultural tourism is Vietnam National Village for Ethnic Culture and Tourism (Name in abbreviation: Vinaculto) - an ideal place to for