MARKETING STRATEGY FOR PRODUCT COMBINING MICE TOURISM AND WELLNESS TOURISM (hot mineral bath method at yoko onsen quang hanh, quang ninh)

VIETNAM GENERAL CONFEDERATION OF LABOUR TON DUC THANGUNIVERSITY FACULTY OF SOCIAL SCIENCES AND HUMANITIES ____________________________ R FINAL REPORT SUBJECT: MARKETING IN TOURISM MARKET

INTRODUCTION

The reason for choosing the topic

Globalization and increasing international integration have pushed M.I.C.E tourism into the spotlight as a high-potential, revenue-rich segment for regions that host well-organized programs For Vietnam's tourism market, M.I.C.E tourism is expected to drive substantial prosperity and make a meaningful contribution to the nation’s GDP Indeed, in the years before the Covid-19 pandemic, this sector already showed its capacity to attract business travelers, conferences, and incentive travel, underscoring its promise for sustainable growth.

Vietnam has emerged as a hot destination for MICE tourism, hosting major international events such as the 2017 APEC Summit Week, the 2nd US–North Korea Summit, and the Asia-Pacific Infection Control Conference 2019, with each event drawing thousands to tens of thousands of visitors in just a few days According to Nguyen Ngoc Quynh, Director of the M.I.C.E Division at Vietravel Tourism Company, the first seven months of 2019 saw more than 273,000 visitors in MICE tourism, with the domestic market accounting for 228,000 arrivals—nearly 84% of the total MICE visitors—and M.I.C.E revenue rising by over 15% In addition, localities with strong MICE potential such as Ho Chi Minh City, Hanoi, Da Nang, and others have begun to recognize opportunities and craft development strategies to create tourism products that maximize utilization and efficiency.

Beyond M.I.C.E tourism, the post-Covid era has heightened health awareness among travelers, who pursue wellness through sports, moderated diets, and science-based lifestyle choices Health becomes a key consideration in travel planning, influencing tourism products, types of tourism, and destinations In fact, “wellness travel” has emerged as one of the most-searched terms across tourism segments since the pandemic, and the Global Wellness Institute (GWI) notes Asia as a highly promising market, leading in both trips and revenue from wellness travel over the last five years For Vietnam, wellness tourism presents strong growth opportunities thanks to abundant natural resources, spectacular landscapes, favorable climate, and a modern, high-quality infrastructure developing in destinations such as Phu Quoc, Nha Trang, and Ha Long (Quang Ninh) With the post-Covid-19 context and the ongoing health trend, Vietnam’s tourism industry stands to benefit from new wellness-focused models and products.

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Based on the current state and potential of M.I.C.E tourism and wellness tourism within evolving post-Covid travel trends, our research team proposes a new integrated tourism model: combining M.I.C.E tourism with wellness experiences, anchored by a distinctive Onsen hot spring bath product in Quang Ninh.

Research Objective

General objective: Develop a marketing strategy to develop and bring tourism products that combine elements of two types of tourism: M.I.C.E tourism and wellness tourism into Vietnam's tourism market.

• Find out the needs and trends of tourists in making choices and using tourism products and services of two types of tourism: M.I.C.E tourism and wellness tourism.

Identifying potential tourist market segments and markets for the Onsen hot spring bath model in Quang Ninh, with a focus on integrating MICE tourism and wellness tourism, reveals several priority groups: domestic leisure travelers seeking spa and wellness experiences, affluent international wellness travelers from Asia and Europe, corporate MICE clients seeking incentive, conference, and meeting packages infused with well-being services, and luxury travelers attracted to exclusive spa hospitality Quang Ninh’s Onsen offering can also appeal to sustainability-minded tourists, health-conscious retirees, and family travelers pursuing wellness-oriented activities For MICE integration, emphasize professional facilities, meeting support, and team-building programs that pair conferences with relaxation, mindfulness, and therapeutic baths; for wellness tourism, highlight traditional Japanese-inspired bathing rituals, hydrotherapy, mindfulness programs, and comprehensive wellness packages Effective SEO-driven marketing should leverage content that showcases the unique Onsen experience in Quang Ninh, build partnerships with travel agencies and MICE organizers, and use cross-channel promotion to capture both MICE and wellness demand, driving sustainable growth in this combined tourism segment.

• Develop a 4P strategy for tourism products combining M.I.C.E tourism and wellness tourism.

Research subject, research object and research scope

• Research subject: Tourism products of the type of tourism combining MICE tourism and wellness tourism)

• Research object: Employees of different jobs in Ho Chi Minh City area

This study focuses on Ho Chi Minh City as the research space and covers the period from May 26, 2022 to June 9, 2022, aiming to identify potential tourist markets for new types of tourism and tourism products It analyzes the strengths, weaknesses, opportunities, and challenges involved in creating and deploying a new tourism product model, and assesses the feasibility of introducing a tourism product that combines M.I.C.E tourism with health-oriented care tourism into the market.

Research methods

Data for this study are gathered via a Google Form survey of 50 samples, and throughout the data collection phase the research team conducts periodic group discussions to interpret the results and generate options for a comprehensive 4P (Product, Price, Place, Promotion) strategy for the new tourism product model.

Besides the primary data collected by the research team, this work relies on references and reports from Google Scholar to inform the report structure and to develop a 4P strategy (Product, Price, Place, Promotion) for a Onsen mineral spring bathing model in Quang Ninh Data from the Vietnam National Administration of Tourism is used to track visitor numbers in Quang Ninh and related indicators, while a wide range of articles from multiple sources is reviewed to capture the current situation and trends in tourism product choices and tourism types among Vietnamese and international travelers today.

Research structure

Chapter 3: THE TREND OF TOURISM PRODUCT CHOICE

Chapter 4: 4P MARKETING STRATEGY FOR PRODUCTS

LITERATURE REVIEW

MICE tourism

MICE tourism combines meetings, incentives, conventions, and exhibitions into a comprehensive travel sector that also includes corporate events and reward trips for employees and partners MICE stands for Meeting, Incentive, Convention, and Exhibition, with the full English name Meeting Incentive Conference Event MICE delegations are often large—sometimes several hundred attendees—and their spending tends to be higher than that of typical leisure travelers because organizing committees for international conferences frequently arrange accommodations across multiple 4- to 5-star hotels, require high-quality services, and design tailored post-conference itineraries Today, MICE is a major revenue driver for the tourism industry in many countries, fueling demand for venues, services, and destination experiences.

Meetings are collaborative gatherings where individuals or organizations come together to identify ongoing problems and discuss potential solutions, or to brainstorm and shape new product ideas Participants typically include members of international organizations, suppliers, and product designers, whose varied perspectives help clarify requirements, align objectives, and foster actionable outcomes that advance projects.

Most of these customers are business people, even high-class business people, so they are fastidious and picky They often demand very high quality of service, very special

Incentive: A type of tourism organized to:

• Praise and reward excellent employees and agents whose sales exceed targets

• Most of the costs are borne by the company or the company.

• Gather the strongest sales team to discuss future development strategy

In this type, travel companies will combine to organize gala dinner with exciting and exciting games to connect members to increase teamwork.

Conventions, conferences, and seminars are the most prominent form of business tourism, combining travel with professional events These gatherings typically bring together international leaders from large and national companies, drawing about 300 to 400 attendees As a flagship format for corporate meetings, conventions offer networking opportunities, knowledge sharing, and brand visibility, making them a core driver of tourism tied to business events.

Consider it a short corporate retreat packed with exciting activities like teambuilding, strategic meetings, and entertaining key clients at resort venues Conference venues are typically 4.5-star hotel resorts offering full amenities and versatile facilities, which can be combined with outdoor teambuilding games or premium luxury travel services to create a memorable and productive experience.

Exhibition: An activity to introduce goods and services to the target market and interested people, thereby widely promoting it to the public Includes 2 types: Trade show and consumer show.

Wellness tourism

Wellness tourism is a health care travel model that blends physical health with spiritual well-being to provide visitors with comprehensive health services It aims to balance and restore emotional health, forming a healthy lifestyle that brings joy and positive thoughts through physical, psychological, and spiritual activities By promoting active participation between people, culture, and nature, wellness tourism creates experiences that nurture mind, body, and spirit This holistic approach emphasizes sustainable well-being, integrating health care, mindfulness, and meaningful cultural exchange to support lasting vitality for travelers.

Wellness travel, a growing trend that promotes a healthy lifestyle and balance between life and emotions, is reshaping how people vacation, and Vietnam has strong potential to capitalize on it With abundant natural wonders and a wide array of world-class attractions, Vietnam can attract wellness-minded travelers seeking rejuvenation, mindful exploration, and authentic experiences.

Definition of marketing

Marketing encompasses the activities a company uses to promote the purchase or sale of its products or services It includes advertising, selling, and making products available to both consumers and other businesses In some cases, marketing is carried out by affiliates acting on behalf of the company to extend reach and influence Together, these elements define the marketing process as a strategic effort to connect products with buyers and drive business growth.

Marketing uses the "marketing mix," also known as the four Ps — product, price, place, and promotion.

At its core, marketing seeks to approach a product or service, identify its ideal customer, and draw the customer's attention to an available product or service.

There are 2 basic types of marketing:

Traditional marketing is product-centric and profit-driven, focusing on producing and marketing goods to maximize earnings, typically conducted offline and without relying on technology or the Internet This approach prioritizes business profits over the customer and pays little attention to the customer factor It is a one-way marketing model whose primary aim is to sell products and earn profits rather than engage customers or build long-term relationships.

Some disadvantages of the traditional marketing model:

• Lack of system There are no plans or predictions about possible situations in the future.

• The target market as well as the strategy that can attract customers has not been clearly defined.

Traditional marketing segmented the marketing audience within a narrow range of local customers, located in a particular city or region Businesses can reach them without the help of the Internet.

Contrary to the traditional model, modern marketing methods focus on market research before producing products.

Besides, the systematicity in modern marketing methods is shown by:

• Research and analyze all areas, stages

• Make predictions for possible future events, situations and risks.

To keep pace with market evolution and breakthroughs in science and technology, modern marketing relies on digital channels and online platforms to reach customers where they spend time Digital marketing campaigns can extend beyond national borders, enabling cross-border or international efforts that build and amplify brand recognition on a global scale This global reach, combined with data-driven optimization and flexible creative strategies, helps businesses adapt quickly to changing conditions and establish a consistent international brand presence across diverse markets.

Market need

Customer needs are the essential requirements that arise from a perceived shortage of a good or service customers seek to fulfill when making a purchase For a business to succeed, it must understand these needs because markets aren’t formed by invention alone; entrepreneurs discover them and fulfill them with targeted solutions There are four main customer or market needs that every entrepreneur and business should consider when strategizing product development and marketing.

Customer needs are the problems customers intend to solve when purchasing a product or service, representing a felt gap that motivates buying and is shaped by psychological and physical influences While tangible features often drive decisions, most buyers are not fully aware of their deeper psychological needs, because their wants, beliefs, preferences, and attitudes color how they perceive the problem and choose solutions For business owners, the key is to distinguish between these observable needs and the underlying emotional drivers, then align messaging, products, and experiences to address both to improve engagement, conversion, and long-term loyalty.

Market Segmentation, Market Targeting, Market Position (S_T_P)

Market segmentation is the process of grouping potential buyers into distinct segments that share common needs and respond similarly to marketing actions This approach lets companies target specific consumer groups who perceive the full value of different products and services in unique ways By tailoring messaging and offerings to each segment, marketers can improve relevance, optimize campaigns, and boost the effectiveness of their marketing efforts.

Market segmentation involves identifying target consumer groups to tailor products and brands so they resonate with each segment By dividing the market according to criteria such as geography, demographics, and behavior, businesses can craft differentiated offerings and precise messaging that appeal to specific groups and boost marketing effectiveness.

Targeting a market is the process of selecting a specific target market from the overall market The target market is the group of buyers the company aims to satisfy with its products, guiding decisions on product design, pricing, promotional strategies, and the distribution network By clearly defining this target audience, businesses can tailor their marketing mix—product, price, promotion, and place—to meet buyers' needs and improve market reach and profitability.

Defining the target market hinges on two essential actions: evaluating potential segments and selecting the most appropriate ones In this framework, the target market is the outcome of the rigorous evaluation and deliberate selection of market segments, guiding where marketing resources and messages should be focused By analyzing segment size, needs, and fit, and then choosing the segments with the strongest alignment to the product or service, businesses can optimize their market segmentation strategy and deliver more effective, targeted outreach.

Targeting market involves dividing the total market into segments, evaluating these segments, and selecting the appropriate segments as the target market.

Market position in marketing and business strategy is how consumers perceive a brand or product relative to competing brands or products Market positioning is the deliberate process of shaping a brand’s image and identity so that consumers see it in a specific way Effective positioning influences messaging, product development, and the overall customer experience to create a distinct, favorable perception that sets the brand apart in a crowded market.

Marketing 4P

The 4P framework—Product, Price, Place, and Promotion—forms the Marketing Mix, the core elements involved in marketing a product or service Known as the Marketing Mix, these four pillars define how businesses develop offerings, set pricing, choose distribution channels, and plan promotional activities They are shaped by internal factors such as company objectives and resources and external factors like market conditions and competition, and they interact with one another to influence overall marketing strategy.

4P marketing helps companies identify the key elements of their business by clarifying what consumers want, assessing how well the product or service meets those needs, and evaluating how the offering is perceived in the market It also shows how the brand differentiates itself from competitors and guides how the business interacts with customers to build trust and loyalty By analyzing product, price, place, and promotion in relation to customer demand, this approach supports stronger positioning and more effective marketing strategies.

In matters related to Product, enterprises must study:

Produce products in any form.

The product belongs to which field?

Do these product lines already exist on the market? If yes, research products in the same production category as the enterprise.

Test and test products before launching into the market.

Product costs must be calculated from the full cost components that make up the product, forming the basis for an effective pricing strategy Using factors such as quality, market competition, and advertising spend, set an appropriate price Price greatly influences sales: pricing too high or failing to reflect brand strength and quality reduces demand and profitability.

Selecting the distribution location for a product means identifying where customers are most likely to encounter it and deciding whether to open company‑owned branches, use agents, sell online, or partner with retailers A sound distribution strategy analyzes the supply chain, demographics, and customer purchasing habits to optimize visibility, accessibility, and cost efficiency, ensuring the channel mix aligns with business goals and reaches the right audience.

• Promotion (Trade promotion and sales):

Promotion is the core focus in 4P marketing, guiding the creation of product promotion strategies that aim to accelerate revenue growth A multi-channel advertising mix—television, website SEO, social media advertising, KOL partnerships, and YouTube video content—helps reach broader audiences and improve ROI By aligning messages across channels and measuring performance, marketers can optimize promotions for faster revenue impact.

Currently, famous companies often conduct all promotional methods to spread and best brand coverage Even online seminars, trade fairs, magazines and flyers are not to be missed.

THE TREND OF TOURISM PRODUCT CHOICE

Situation of the current tourism product in the market and proposing to develop a

Development status of MICE & Wellness tourism in Vietnam

With socio-economic development and deeper integration into the global economy and culture, MICE tourism—meetings, incentives, conferences, and exhibitions—has expanded as mass media and the Internet raise expectations for investor and business events, including opening ceremonies, product launches, high-profile showcases, and public relations activities Nguyen Ngoc Quynh, Director of the MICE Division at Vietravel Tourism Company, says the MICE market has shown strong growth in recent years While it previously accounted for about 10-15% of tourism activity, its share has risen to around 60% of total travelers The primary audience is large corporations that travel not only for leisure but to host conferences, seminars, and team-building sessions to generate creative ideas in groups.

Secondly, in recent years, Vietnam is becoming a “hot” destination for many international MICE delegations Vietnam is considered a safe and friendly destination, an attractive investment destination When the first and most important requirements of MICE events are political security at the site, Vietnam in general and the selected study area in particular have an extremely favorable political environment According to the calculation of travel companies, the MICE type of tourism brings in a revenue value 6 times higher than that of the normal type of tourism. Experts say that, with the available advantages from the natural landscape, cultural heritage, fast- growing hotel and resort system, Vietnam is considered a safe and friendly destination, an attractive investment destination for this type of tourism For example, in recent years, Vietnam has been a “hot” destination when hosting major international events such as the 2017 APEC Summit Week, the 2nd US-North Korea Summit, Asia-Pacific Infection Control Conference

2019, Southeast Asian Games – SEAGAMES 31, etc Each event can reach several thousand to tens of thousands of visitors in just a few days.

Finally, the emergence of large corporations in Vietnam is increasingly in the financial sector These are all corporations with strong financial potential in other countries and the ability to raise capital at low prices Therefore, finance - banking, a field is forecasted to receive a strong investment wave from Northeast Asia in the near future There are also businesses that

Vietnam is poised to attract substantial fintech investment as the government moves to complete a robust legal framework for the sector Experts believe multinational companies will continue to invest in Vietnam in the near future, drawn by its open and stable economy and the proactive promotion of investment by ministries, sectors, and local authorities Moreover, commitments under the new-generation free trade agreements—the CPTPP, EVFTA, and RCEP—have entered implementation or signing stages, covering about 60 economies and creating strong incentives and opportunities for businesses and investors to accelerate growth in Vietnam’s fintech sector and the broader economy.

Across the world and in Japan, Onsen health care products are leveraging available potential through a methodical approach and tapping into an underground circuit to unlock new opportunities Japan now operates about 27,000 hot mineral baths (Onsen), and this traditional service has evolved into a billion-dollar business, with turnover in the multi-billion range.

Taiwan's natural hot springs industry generates approximately USD 13 billion annually, supported by about 125 operators providing natural hot spring services The international Marriott chain has expanded into Taiwan's hot springs market with a Westin-branded hotel in Yilan, underscoring the growing appeal of Taiwan's geothermal destinations.

Global hot spring tourism generated $56 billion in 2017, with China contributing 31.2% and Japan accounting for about 23.2% of global hot spring–related wellness tourism revenue The Global Wellness Institute (GWI) projects the market could reach $77 billion by 2022 The hot mineral wellness tourism sector is expected to expand further as travelers seek higher quality of life through travel that combines health care and leisure.

Vietnam’s luxury wellness scene is anchored by a growing roster of high-end hot spring destinations, including Serena Resort in Kim Boi, Hoa Binh; Binh Chau Hot Spring Resort in Ba Ria-Vung Tau; Nui Than Tai Hot Spring Park in Da Nang; I Resort in Nha Trang; Wyndham Thanh Thuy area in Phu Tho Province; and My Lam Hot Spring Resort in Tuyen Quang developed by Vingroup Notably, the Japanese-style Yoko Onsen resort invested by Sungroup in Quang Ninh has begun operation, underscoring Vietnam’s status as a premier hot springs and spa destination These developments combine meticulously formulated health care products with premium wellness experiences, delivering more than hot mineral water baths by integrating health care and relaxation for a holistic spa getaway in Vietnam.

TIEU LUAN MOI download : skknchat123@gmail.com services, these products also combine many other health care treatments such as mud spas, therapeutic pillows and beauty care for women.

The reason the team thinks this combination is suitable for market needs and upcoming customer needs

The trend of blending MICE (meetings, incentives, conferences, and exhibitions) with health care is taking hold as the Japanese 9-step Onsen model is applied at Yoko Onsen in Quang Ninh’s Quang Hanh area This emerging category mirrors visitor demand and industry forecasts, turning demand-driven momentum into a new market for wellness-enhanced travel With an effectively developed underground circuit, Quang Ninh could become a leading hub for MICE x Onsen, anchored by large-scale hot mineral springs that offer high-quality facilities and widely positive reviews, fueling sustained growth and international appeal.

Five reasons are shaping the trend toward safe and friendly destinations, with Vietnam positioning itself as a top choice as it aims to become a premier host for international events and conferences Vietnam’s COVID-19 situation is no longer as complicated as before, while ongoing socio-political instability in some countries continues to influence travelers’ decisions A safe, welcoming destination like Vietnam is likely to be the first option for many travelers once the epidemic is under control and normal activities resume.

Wellness tourism has surged as demand for enjoyable experiences grows among consumers MICE travelers—premium guests from traders and large corporations—are willing to pay for luxury services, top facilities, and premium products, typically seeking 4- to 5-star hotels, upscale resorts, convenient venues and transport, with professionally trained staff For them, health is a priority, and they are willing to invest to protect and restore health, reflecting a health-conscious standard akin to the Japanese standard of care Table 1 shows that many major customers and partners recognize the value of hot mineral springs and the wellness-tourism trend tied to them, fostering excitement and expectations to adopt these offerings, with the message: “Put quality first.” Specifically, nearly 80% of respondents are curious about and want to hear more about combining MICE tourism with wellness tourism, and more than 40% expect to experience this integrated approach.

Table 1 Statistics of customers' thoughts about products combining MICE travel and wellness tourism

Source: data from research team

Recent research shows that visitor health is a central driver for entrepreneurs and employees seeking to awaken hidden energy and achieve a balance of body and mind After long meetings and conferences, stress remains high, and immersion in a Japanese Onsen bath offers an ideal stress-relief and energy-renewal experience Table 2 shows that more than 90% of respondents view this combination as perfectly reasonable and appropriate, indicating that the wellness product targets the needs of MICE travel and other business travelers in stressful, sedentary work environments This alignment signals strong potential for wellness tourism offerings that pair corporate travel with health and relaxation.

Beyond internal factors, the external environment is a key driver of growing consumer interest in health-focused travel that centers on mineral water bathing In the post-Covid era, demand for wellness tourism that involves bathing in mineral waters has attracted increasing attention from travelers seeking restorative experiences The Covid-19 outbreak has accelerated awareness of mineral-water therapies, shaping long-term trends in health-oriented tourism.

19 makes people pay more attention to health care and protection Besides, environmental pollution is increasing day by day Before the outbreak of the COVID-19 pandemic, in 2018

Vietnam is emerging as a hub for wellness and medical tourism, with roughly 350,000 foreign visitors seeking medical treatment and convalescence spending about $2 billion, while about 40,000 Vietnamese travelers go abroad annually for medical care combined with tourism, spending billions This shows that wellness tourism is a fertile niche for both international visitors and domestic tourists In the current period when international travel is constrained, people increasingly pursue a green lifestyle, a stronger body and mind, and a healthier spirit Quang Ninh Province offers strong potential for developing wellness tourism due to its abundance of hot mineral springs, mineral mud sites, and a temperate climate, enabling wellness experiences built around mineral water, hot springs, and natural mineral mud.

Onsen baths offer superior health benefits compared to regular hot mineral baths, because the bathing process is strictly scientific and designed to maximize mineral absorption for optimal health outcomes The appeal rests on three pillars—a unique model, beautiful scenery, and extensive health benefits—and Onsen has gradually become a trend in wellness tourism, attracting many visitors to experience it This momentum also explains why Onsen is the first choice of major investors when deciding to invest in resorts in Vietnam.

SWOT analysis

Cam Pha is endowed with a wealth of beautiful landscapes, including Bai Tu Long Bay, Vung Duc Island, and Hanh Hanh Cave The cave extends 1,300 meters, winding through the Quang Hanh rocky mountains to the sea.

Yoko Onsen Quang Hanh is Vietnam's first hot spring resort built and operated under strict standards in an authentic Japanese style This 5-star, Japanese-style hot mineral resort complex offers premium amenities such as resort villas and mineral baths, making it a premier destination for wellness and relaxation.

From carbonate pools to cave baths, stone baths, peach garden pools, and jacuzzis, we invest meticulously in every product line while safeguarding strong brand names and uncompromising product quality, choosing differentiation over trends and focusing on consistent craftsmanship, reliable performance, and a distinctive brand story that earns customer trust and stands out in search results.

+S3: The staff here have been trained in many spa training courses and have many years of professional experience, which will definitely bring comfort during the experience.

Scientific research has explored the health and beauty benefits of mineral-rich hot spring water The onsen hot mineral water bath is widely regarded as a natural therapy that can ease aches and pains, enhance the skin’s glow and vitality, promote restful sleep, and reduce stress Soaking in these mineral waters may support relaxation, improve circulation, and contribute to overall well-being.

Quang Ninh now offers seamless traffic convenience by air, road, and sea The region’s connectivity has been elevated with the launch of Van Don Airport and Ha Long International Passenger Port, both developed by Sun Group, and complemented by some of the country’s most beautiful and modern highways, including Ha Long–Van Don and Ha Long–Hai Phong These infrastructure upgrades make it easier to travel to and around Quang Ninh, boosting tourism, investment, and regional accessibility.

+ W1: Not many tourists know, so the number of visitors is still not much, specifically According to local statistics in 2021, the new geological hot mineral center will reopen from March

14, until the end of March to welcome on 1,700 guests The Yoko Onsen area reopened on March

5, but recently opened the Public area, welcoming a total of about 4,000 visitors in March.

+ W2: The number of days of stay of tourists is still small, leading to low revenue, most tourists only come during the day to experience the hot mineral bath service.

Healthcare tourism in the province is relatively limited, with most offerings consisting of premium, high-end medical and wellness services Although the customer base for these products is smaller than that of other tourism segments, their added value per visitor remains high.

+ O2: Besides the high-class Japanese-standard hot spring resort that was put into operation in May

2020, Phase 2 of the Yoko Onsen Quang Hanh project is being implemented by Sun Group

An upcoming resort at Quang Hanh's hot spring complex offers a wellness-focused luxury experience, featuring a rotenburo-style mineral bath, a mountain service complex, and a high-class service area The mountain service complex will be a standout feature within the hot mineral spring park, complemented by diverse dining options, scenic café restaurants, mountain walks, and sweeping sea views The crown jewel is a 300-meter cable-stayed bridge linking two mountain peaks, creating a dramatic check-in point with panoramic views of the surrounding mountains and the sea.

Sun Group is expanding beyond its hot mineral spring park complex by developing a high-quality hospital focused on therapy, counseling, health screening, and rehabilitation The facility will prioritize medical therapies while integrating traditional methods from nature to support holistic treatment This nature-based, patient-centered approach positions the hospital as a premier destination for comprehensive wellness, preventive care, and rehabilitation services.

After the global COVID-19 pandemic and rising environmental pollution, people are increasingly prioritizing health care and stress relief, reshaping tourism toward wellness-focused travel Travelers now seek longer trips that combine sightseeing with care and health improvement experiences rather than just traditional tours In this wellness-driven landscape, onsen hot mineral bath tourism emerges as a high-potential product Cam Pha City, with its natural hot springs and wellness amenities, stands to attract visitors seeking relaxation, rejuvenation, and health benefits while exploring the region.

+ T1: The price is quite high and may not reach many customers who are students and young customers.

Tourists' travel behavior is largely driven by their assessment of a destination, including its brand image, price, and tangible factors such as resources, transportation access, infrastructure, and service quality Negative reviews can shape traveler perceptions and complicate the development of new tourism offerings To succeed, destinations should monitor and enhance brand image, price competitiveness, and core attributes, while actively managing online feedback to support favorable perceptions and smoother product launches.

+ T3: Airfares usually account for 50-60% of the tour price Therefore, according to many travel companies, the increase in airfares, which increases tour prices is inevitable.

S.T.P analysis

Table 3 Statistics on demographic characteristics of interviewees

From 20to under 25 years old 52%

Age From 25to under 30 years old 32%

Of the 50 survey participants, 32 are female, accounting for 64% In addition, with the rate of 52% and 32%, the two age groups from 20 to under 25 years old and from 25 to under

Results from this survey indicate that 30-year-olds form the largest share of respondents, reflecting a predominantly young, working-age audience By focusing on workers, the study demonstrates that the current workforce is mainly between 20 and 30 years old, with 30-year-olds representing the majority The subsequent responses primarily express opinions on the Onsen hot mineral bath product model in Quang Ninh.

Table 4 Statistics on income and occupation of interviewees

Income per Occupation month Officer Manager CEO Teacher/Lecturer Doctor Other

TIEU LUAN MOI download : skknchat123@gmail.com to under 30 million VND

The survey results by 50 interviewees show that, 50% of them are office workers and

Sixteen percent of respondents are in senior leadership roles—such as CEOs, top managers, and other executives This group stands out as a key customer segment because, compared with other occupations in the survey, it represents a significant share and also enjoys more stable vacation patterns, making them a reliable and high-value audience.

Although overtime and holiday work are less common for office workers than for teachers or medical professionals, they do occur during peak project periods, tight deadlines, or staffing gaps In practice, office roles may require occasional after-hours work, weekend coverage, or holiday shifts to ensure timely delivery and client satisfaction Employers often try to balance workloads with flexible schedules, remote options, and time-off-in-lieu to protect work-life balance For office staff, understanding what triggers overtime and applying effective time-management strategies can help sustain productivity while avoiding burnout.

The onsen hot mineral bath product model offers a premium, resort-like experience with a relatively high price tag Because interviewees’ income levels vary, convincing mid-range customers and office workers who participate in the company’s M.I.C.E travel program to adopt this model presents a significant challenge for businesses To bridge this gap, providers should develop accessible pricing, flexible packages, and targeted marketing that communicates value without compromising the luxury appeal.

Table 5 Statistics on behavior of interviewees

Time to travel Summer vacation 19

From a survey of 50 interviewees, the findings show that the majority participate in the M.I.C.E tour program as FIT tourists, with 40 of 50 selecting this option These participants often pay their own travel expenses Regarding travel timing, preferences are relatively consistent, but most join the M.I.C.E program only when their enterprise organizes a trip during the year, accounting for 30 of 50 votes Additionally, annual holidays and summer vacations are noteworthy, with 24 respondents highlighting annual holidays, while the data on summer vacations were not fully reported.

Poll results show 50 votes were cast, with 19 votes allocated to these two options, reflecting a focus on team-building sessions and occasional conferences or events during holidays This concentration makes sense because these two ideas center on teambuilding and holiday-related activities On company trips, employees participating in teambuilding sessions often bring their children along after the school year ends Regarding trip purposes, except for exhibitions (5 votes), the remaining three purposes each received 14–16 votes, indicating similar levels of interest across those options.

Table 6 Statistics on trends of interviewees about M.I.C.E tourism combined with wellness tourism

Trends of interviewees about M.I.C.E tourism combined with wellness tourism Vote

Know the model of hot mineral bath Onsen

Reasonableness of the combined tourism

Willingness to participate No comment 5

No intention to find out 0

Very curious about the product 18 Very expect to experience the product 21

Factors influencing product choice WOM 11

From 5 million VND to 7 million VND 23

From 8 million VND to 10 million VND 6

Survey results indicate that about half of respondents (nearly 50%) had heard of the Onsen hot mineral bath method, suggesting this tourism product is still relatively new The findings show that combining M.I.C.E tourism with wellness tourism and hot mineral baths could generate excitement for visitors, with 90% of respondents (45 people) feeling this blend is reasonable A majority were willing to participate in this new tourism product, capturing 46 votes (about 88%).

TIEU LUAN MOI download : skknchat123@gmail.com quite curious about this combination product and another 21 people said that they expect to experience the product when it launched.

On the product discovery platform, Facebook remains the primary channel through which respondents learn about new products, with 46 of 50 interviewees (92%) reporting this source Instagram and TikTok are newer channels; at present, information about new products in general and tourism products in particular is being posted on these platforms to reach a broad audience In addition, travel agencies’ websites continue to serve as a traditional source where customers obtain information about this new tourism product.

Product quality is the primary factor shaping customers’ decisions when considering new tourism products, with 45 of 50 interviewees agreeing on its importance Price is also a critical consideration, as buyers weigh value and affordability before making a choice To successfully introduce this new combined tourism product, it’s essential to base development on a thorough product and pricing strategy designed to attract potential customers and outperform competing offerings.

Regarding the expected tour route and price, 31 out of 50 interviewees said that the M.I.C.E tour program combined with wellness tourism should have a duration of 3 days and

Survey results indicate mixed preferences for the new combined M.I.C.E travel and wellness tourism program While some participants favored a 2-night itinerary, 11 others argued that a four-day, three-night schedule would give customers enough time to experience all facilities and services Price expectations cluster around 7 million VND or less, with 42 of 50 interviewees selecting either Under 5 million VND or 5–7 million VND, together representing 84% of respondents.

These results come from the research team's survey on information related to an integrated M.I.C.E tourism and wellness tourism model, with a focus on Quang Ninh's Onsen hot mineral bath method The findings lay the foundation for market segmentation planning, help identify target markets, and guide product positioning in the market, thereby enabling the development of a 4P marketing strategy to introduce the new tourism product model.

Based on the research results, the team divides the customer market into three segments: demographic-based segmentation (by occupation and income), trip-purpose-based segmentation, and behavioral-desire-based segmentation that accounts for consumer behavior and customer desires This framework supports targeted marketing by aligning messaging with each segment’s demographic profile, travel purpose, and behavioral and preference patterns.

3.2.1 Customer segmentation based on demographics

Based on this factor, the customer file can be divided into 2 main groups:

1 Middle-class customer group: includes customers whose income is in the range of 20 million or less This group of customers are mostly office workers and managers and executives of a certain department in the company, besides those who work in the fields of pedagogy, education and people from Other professions such as fitness trainer, tour guide, engineer, etc.

2 High-end customer group: includes customers with income between 20 million and more, especially customers with income over 40 million This customer group mostly focuses on people who are CEOs of companies In addition, a number of people working in the education and medical fields such as lecturers and doctors are also potential customers in this high-end segment.

3.2.2 Customer segmentation based on customers’ trip purpose

Table 7 Statistics on the purpose of the interviewees’ trip

Purpose of the trip Meeting &

FIT tourists go on annual

FIT tourists go when the company organizes (any day of 8 8 7 0 23 the year)

GIT tourists go on annual

GIT tourists go when the company organizes (any day of 2 5 5 0 12 the year)

Based on the type of tourists and when the customer made the trip, the research team divided the following customer files into 4 groups:

1 Group of customers participating in M.I.C.E tour program for the purpose of participating in conferences and seminars Customers in this group tend to be FIT tourists They will pay for their main expenses during the trip, and the time they join the tour program is uncertain It can be on annual holidays and summer vacation, or it can be any day of the year, when the company organizes the trip.

4P MARKETING STRATEGY FOR PRODUCTS

Price Strategy

The research team proposes a skimmed price for the product at the time of launch to attract the attention of the third group of customers and are willing to pay for the product At the same time, target the second group's consumer psychology in that the more costly the item, the better the service This will assist in obtaining a relatively significant profit from the initial consumers Simultaneously, it is necessary to push the advertising section in order to create a tendency of using the product at the time of launch.

Following the skimming phase in the first stage, it will be stretched and expanded to other markets with a dramatic price plan, according to the product line strategy.

Dynamic pricing is also known as spike pricing, on-demand pricing, or time-based pricing This is a variable pricing approach that changes based on market conditions and client demand.

Due to the seasonal nature of tourism, it is necessary to determine the pricing depending on the peak level of the customer's travel demand:

This is the company's most profitable season, with shoppers wanting to travel and indeed the highest-priced tours and services of the year.

This is the period of year when firms have a tough time selling tours Therefore, it is necessary to clearly set out programs and incentives for buyers of tourism products in this period

● Seasonal transition from low to high season:

When customers learn about next season's vacation, trendy tourist spots, and expenditures, now is the greatest moment to attract During this time, tour sales and communication efforts are promoted.

According to the survey, holiday travel accounts for 35.6%, summer travel 23.3%, and organization-dependent travel 30%, guiding the recommendation for high peak-season pricing during holidays and summer For the low season, focus on groups that follow the company, since these trips are often organized in groups, and tailor offerings accordingly The data indicate the decision-maker is typically an office worker (17 votes), so low-season group pricing should target corporate buyers with middle-range product packages to meet their needs.

Table 9 Statistics on occupation and timline of travel

Holiday Summer Deppend on Total company

Product: MICE x wellness: work and recovery

Route: 3 days 2 nights Ho Chi Minh City - Quang Ninh - Ho Chi Minh City (expected for a group of 40 people)

Day 1: Ho Chi Minh City - Quang Ninh

8:50 The plane takes off from Tan Son Nhat to Van Don airport

11:30 Lunch at Hai Yen restaurant

14:00 Check in and check in ONSEN

15:00 The group receives tickets for Public Onsen mineral bath including all public services such as: mineral baths, sauna, public rest room, reading room, movie room

17:00 Have dinner at Ryu-an Restaurant (ONSEN), rest or free to explore Cam Pha City

6:00 Breakfast at Buffet Yasaka Restaurant (Onsen)

7:30 Get on bus and move to FLC Ha Long

● Writing pad, pen, and mineral water

18: 00 Have dinner with special location “Steamed rice roll with squid bologna”

19: 30 Join the health care process at the massage area and spa

There are 2 options: Thai massage and separate therapy service in Onsen Massage area

21:00 Back to the resting room or free to visit Cam Pha city

Day 3: Quang Ninh - Ho Chi Minh City

6:00 Breakfast at Buffet Yasaka Restaurant (Onsen) Check out

8:00 Move to Vung Duc tourist area

In the afternoon, a bus takes you to the airport, procedures for flight to Ho Chi Minh City. End program

Tour guide: 300,000/days * 3 days= 900,000 VND

Meals: 100,000 VND/person * 3 meals= 300,000 VND (Can change to suit the group of guests)

Public Onsen mineral bath ticket: 1,000,000 VND/person

Ticket at Vung Duc : 120,000 VND/ person

VND Airplane ticket (expected): 2,363,000 VND

Price for the whole group (40 person) = 373,280,000 VND

+ New air-conditioned tourist car for the whole tour of Cam Pha

+ Breakfast: 02 buffet breakfasts + 01 breakfast at the airport

+ 2 person/room (ONSEN Washitsu Ichi/Washitsu Ni/ Washitsu Kazoku room)

● Sightseeing outside, eating outside the program, bringing beer, wine, soft drinks to meals, phone calls, laundry

● Expenses not included in the inclusions

● Airfares may increase or decrease depending on the time you choose/close

● The service has not been kept until the customer closes

● Depending on the nature of the group, it will change accordingly in terms of tour prices

● Tour price changes when quantity changes

Distribution Strategy

Our survey shows that customers primarily discover MICE products through social media, with Facebook driving 92% of awareness, followed by travel websites at 50% Instagram and TikTok each account for 36% of product updates, while 34% learn about MICE offerings through the press and 28% via product introduction calls Overall, the findings indicate that social platforms remain the dominant channel for discovering and updating MICE products, with Facebook, Instagram, TikTok, and private travel websites guiding customers through the purchase journey.

To be successful in selling MICE tourism products, our strategy must be grounded in guest insights gathered through surveys and the performance data of distribution channels on social networks We should tailor marketing activities to our product lineup and budget, ensuring cost-effective tactics that grab attention on social platforms The core focus of our digital marketing plan is one primary objective: building strong brand awareness By launching brand-driven campaigns and interactive experiences, we can generate meaningful engagement and conversations that elevate awareness and drive demand for our MICE offerings.

Brands should retain customers by using social media as a direct dialogue with consumers, turning engagement into trust and loyalty Before launching any social media marketing campaigns, define the company's business goals and focus on delivering products to the consumer quickly and reliably For more information on product branding, you can reach out to skknchat123@gmail.com.

By gathering customer goals and needs through questionnaires and surveys, we develop a targeted marketing strategy that produces valuable product content and compelling visuals This content highlights the product’s appeal and is disseminated on Facebook, Instagram, and the company website to capture attention, increase website traffic, and boost conversions The approach builds brand awareness, differentiates the brand, and enhances communication and interaction with customers, turning loyal customers and premium guests into lasting advocates.

Customers can buy tickets directly at the company's branches or book tickets and services online through the travel agency's Facebook Fanpage, TikTok, the website, or the package travel app, enabling quick, convenient bookings without standing in line.

The form of distribution through intermediaries is through supply agents

Tourism makes the company's products accessible to users Help drive sales as well as higher customer access to products.

- Online ticket booking page through the website of OTA channels for fastest ticket booking: + booking.com : http://www.booking.com.vn/

Booking.com has grown from a small group of startups in the Netherlands to become a among the world's leading companies providing digital-based travel services chemical.

Promotion strategy

Implement a print advertising plan by placing ads in major Vietnamese newspapers—Tuoi Tre, Thanh Nien, and Tien Phong—three to four times per week Complement with travel magazines such as Marketing and Family Magazine and the Travel Magazine Calendar to reach domestic customers For international audiences, run ads in Trevellive and Asia Life at a cadence of two insertions per month.

To deliver a customized MICE tourism program that integrates visitor health care activities with an Onsen bath experience in Quang Ninh, the company will coordinate with Vietnam's tourism TV channels to develop the offering The program will be promoted on Vietnamese tourism television stations, with international television stations pursued if the budget allows, maximizing visibility and alignment with key terms like MICE tourism, health care activities, Onsen, and Quang Ninh.

Place billboards in major city center locations such as districts to let customers know more about this new product.

Social networks have become highly effective channels for promoting products and services, quickly increasing visibility and attracting a large audience for new launches Platforms like Facebook, TikTok, and Instagram offer powerful reach, engagement, and conversion opportunities, with recent surveys identifying these networks as top choices for reaching diverse consumer groups By combining engaging content, targeted advertising, and influencer partnerships, brands can maximize visibility, drive traffic, and measure ROI across campaigns on these platforms A well-planned social media marketing strategy on Facebook, TikTok, and Instagram can deliver sustained growth and tangible results for your product or service.

Craft concise advertisements, share compelling charity travel experiences, and rent banner space on popular travel forums like phuot.vn and toidi.net to reach engaged travelers These strategies help you tell authentic stories, promote your charitable mission, and attract supportive audiences For broader visibility in Vietnam, leverage well-known sites such as vnexpress.net, vietnamtraveltour.net, dulichhe.com, and dulichtietkiem.com, which attract large readership among travelers and potential donors.

Email (email): send information about the company, about charity and epidemic tours serve customers.

Effective keyword research begins with understanding user needs and mapping search queries to relevant terms The closer a keyword aligns with a customer’s intent, the more likely it is to appear in top search results, so build a focused set around core topics such as wellness, recovery, health care, and hot mineral bath Include niche terms like mice where relevant to your content to capture specialized audiences, ensuring natural integration so the content remains useful and engaging while supporting SEO goals.

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Theo Thanh Giang (2022) trên báo Thông Tấn Xã Việt Nam, phục hồi và phát triển kinh tế - xã hội sau đại dịch COVID-19 được thúc đẩy mạnh mẽ nhờ du lịch chữa bệnh và chăm sóc sức khỏe, được xem là một xu hướng nổi bật Sự kết hợp giữa chăm sóc sức khỏe chất lượng và du lịch y tế không chỉ kích thích tăng trưởng ngành dịch vụ y tế mà còn mở rộng cơ hội đầu tư, nâng cao chất lượng dịch vụ và kéo dài thời gian lưu trú của du khách Việc phát triển sản phẩm du lịch chăm sóc sức khỏe, cải thiện hạ tầng y tế và tăng cường nhận thức cộng đồng về sức khỏe được xem là động lực quan trọng cho sự phục hồi kinh tế - xã hội sau COVID-19.

Lê Hồng (2022), Đầu năm 2022: Du lịch M.I.C.E tăng tốc, báo Người Lao Động Link: https://nld.com.vn/du-lich/dau-nam-2022-du-lich-M.I.C.E-tang-toc-20220224175559644.htm

Mai Ngọc (2022), Lữ hành Saigontourist phục vụ hơn 13.000 khách du lịch M.I.C.E, báo Thanh Niên Link: https://thanhnien.vn/lu-hanh-saigontourist-phuc-vu-hon-13-000-khach-du- lich- M.I.C.E-post1437517.html

Du lịch MICE (Meetings, Incentives, Conferences, Exhibitions) đang trở thành một động lực quan trọng cho tăng trưởng du lịch Việt Nam trong thời đại 4.0 Việt Nam đang nổi lên như một điểm đến hội nghị và triển lãm hấp dẫn nhờ hạ tầng ngày càng phát triển, hệ sinh thái sự kiện chuyên nghiệp và chi phí cạnh tranh Xu hướng du lịch thời 4.0 tại Việt Nam tập trung vào việc tích hợp công nghệ số vào tổ chức sự kiện: nền tảng đặt lịch và quản lý tham dự, họp trực tuyến và hybrid, dữ liệu quản trị khách hàng, trí tuệ nhân tạo và thực tế ảo để nâng cao trải nghiệm và tối ưu hóa quản trị Các yếu tố thành công gồm hạ tầng vận chuyển và lưu trú chất lượng, môi trường pháp lý thuận lợi, nguồn nhân lực được đào tạo bài bản về sự kiện, an toàn và bền vững trong tổ chức sự kiện Với tiềm năng tăng trưởng mạnh, du lịch MICE Việt Nam có thể thúc đẩy quảng bá đất nước và đóng góp tích cực vào tăng trưởng GDP, đồng thời mở ra cơ hội hợp tác quốc tế và phát triển khu vực kinh tế sự kiện.

Marketing 4P là gì? Giải thích khái niệm và Case Study thực tế (2022) Retrieved 9 June

2022, from https://hocvien.haravan.com/blogs/khoi-nghiep-kinh-doanh/marketing-4p-la-gi

Tiêu đề	Marketing Strategy for Product Combining MICE Tourism and Wellness Tourism (Hot mineral bath method at Yoko Onsen Quang Hanh, Quang Ninh)
Tác giả	Ngo Trang Thuy Vy, Truong Thi Ngoc Vi, Le Phuong Thao, Le Nguyen Thi Nhu Quynh, Nguyen Thi Quynh Nhu, Truong Tien Dat
Người hướng dẫn	MS. Nguyen Thi Bich Dao
Trường học	Ton Duc Thang University
Chuyên ngành	Marketing in Tourism
Thể loại	Final report
Năm xuất bản	2022
Thành phố	Ho Chi Minh City

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