Tiểu luận nghiên cứu các nhân tố ảnh hưởng đến sự phát triển thị trường của mô hình kinh doanh homestay ở đà lạt

Tiểu luận Nghiên cứu các nhân tố ảnh hưởng đến sự phát triển của thị trường kinh doanh homestay ở Đà Lạt FACTORS PROMOTING THE DEVELOPMENT OF THE HOMESTAY MODEL IN DA LAT iới trẻ đặc biệt yêu thích sử dụng hình thức homestay khi du lịch Đà Lạt, điều này đã tạo điều kiện cho mô hình này phát triển mạnh mẽ. Mục đích của nghiên cứu này là phân tích các yếu tố thúc đẩy sự phát triển của nó. Nghiên cứu được thực hiện thông qua một cuộc khảo sát do Google Form định dạng dành cho các bạn trẻ từ 1830 tuổi đang sinh sống và làm việc tại TP.HCM. Qua khảo sát, nghiên cứu đã tổng hợp được 6 yếu tố có ảnh hưởng lớn đến sự phát triển của homestay: Những tồn tại của mô hình khách sạn, kỳ vọng của du khách đang tăng lên, sự đa dạng văn hóa, lượng khách du lịch ngày càng tăng, sự truyền tải của Internet và sự thịnh hành của xu hướng du lịch ba lô. Tóm lại, bài báo nghiên cứu có thể dùng làm tiềm năng quy hoạch mô hình homestay cũng như làm tài liệu cho sinh viên ngành du lịch.

Tiểu luận Nghiên cứu các nhân tố ảnh hưởng đến sự phát triển của mô

hình kinh doanh homestay ở Đà Lạt -FACTORS PROMOTING THE DEVELOPMENT OF THE

HOMESTAY MODEL IN DA LAT

ABSTRACT

Today, young people especially love to use homestay when traveling in Da Lat, this has created conditions for this model to develop strongly The aims of this study is to analyze the factors that drive its development The research is done through a survey formatted by Google Form for young people aged 18-30 who are living and working in Ho Chi Minh City According to the survey, the research has synthesized 6 factors that have a great influence on the development of homestay: Shortcomings of the hotel model, visitor expectations are on the rise, cultural diversity, the increasing of tourists, the transmission

of the Internet and the prevalence of backpacker travel trend In summary, the research article can be used as a potential for planning homestay model as well as documentation for students of tourism

Keywords: homestay model; homestay Da Lat; hotel; Ho Chi Minh city

Chapter 1: INTRODUCTION

1.1 Background of Study

1.1.1 Tourism Industry in Da Lat

In recent years, Da Lat has become a prerequisite place to travel in Vietnam for tourists

Da Lat city - Lam Dong province is located at an altitude of 1 500 meters above sea level, is a city blessed with a special year-round climate with cool freshness, average temperature from 18 degrees Celsius to 25 degrees Celsius With many natural

advantages endowed with human creativity and unique indigenous culture, Da Lat has become an attractive destination for domestic and foreign tourists (T Le, 2016)

1.1.2 The current trends in accommodation selection of tourists

Currently, the trend of choosing a tourist’s accommodation has changed Tourists care and choose to stay in homestay rather than hotel because of its practicality According to Linh Phuong and Mai Chau (2017), visitors can choose from many homestay locations across the countrywhich costs only about 100,000 - 300,000 VND per night In the last three years, this type of service has developed strongly, not only providing

accommodation for tourists but also aiming to develop homestay into a form of

community-based tourism and ecotourism

1.1.3 Overview of Homestay model

First, we must understand what a homestay model is The Cambridge Dictionary refers to homestay as: "A type of holiday or visit in which you stay in the home of a person you do not know.” In a more understandable way, a homestay is a place where you will come and live with the local host where you travel Here you will be able to participate in their daily activities such as cooking, visiting strawberrygardens, Through that you will better understand the customs of the people as well as have special cultural memories of this

place

1.1.4 Development situation of homestay model in Da Lat

Capturing the love of customers, now homestays in Da Lat are like "mushrooms after rain" But not all businesses are successful There are many businesses that grow very

quickly but also quickly go bankrupt There are many places that carry the name of a homestay business, but they are actually not built with its meaning Ms Duong Thi Thu Thuy - a travel consultant of Vietnam Discovery Media Company said that a homestay is

a type of accommodation where tourists come to eat and live with the host to learn about culture, customs and habits of the local people Airbnb is a type of cheap accommodation for guests and homeowners to take advantage of the available rooms for rent However,

in our country, both types of accommodation above are turned into a type of

accommodation rental, taking advantage of an apartment or a private house, slightly

decorated for guests to stay (Thi, 2019).

Especially in the first three quarters of 2020, it can be said that the time is fluctuating and the homestay business households are greatly affected According to Kim Anh

(2020),from February 1 to the end of February 2020 guests canceled more than 10,000 rooms at 3-5 star hotels in Lam Dong The number of canceled rooms in 1-2 star hotels, homestays, hotels and budget motels is also very large The main reason is because tourists fear Covid-19 pandemic infection

1.2 Research Problems

From the above statistics show that Da Lat is currently a very favorable environment for developing a homestay However, at present, there are no specific studies that clearly indicate the factors that promote the development of the homestay model This research paper can be viewed as a latest synthesis of the factors driving homestay development

1.3 Research Question

What are the factors that promote the development of the homestay business modal in Da Lat?

1.4 Research Objectives

The study aims to give out the factors affecting the development of the homestay

business model in Da Lat

1.5 Scope of Study

The scope of study is obtained from information of domestic tourist aged from 18 to 30 when travelling in Da Latfrom 2019 to first half of 2020

The reason for choosing this targets group study because this is a group of customers that the model targets: young, dynamic, preferring to explore experiences than vacation travel and not having children Because of the type of homestay targeting customers is young people who love to explore new things, average income, energetic in crowded cities so homestays must be small, beautiful, affordable with open space to attract customers

(Song, 2017).

Choose the time to do surveys because this is the time when tourists have the biggest peak of the year and this is the lasted stabilization time in the past before the Covid-19 pandemic happened Lan Anh (2019) explained that in the first 9 months of 2019, the total number of tourists reaching Da Lat was 5.1 million, reaching 85% of the plan, greater than 10.6% over the same period

1.6 Contribution

1.6.1 Managerial contributions

This research paper can be considered as a summary page showing the outstanding factors that help promote the development of a homestay model It is suitable for

businesses when going to and doing business with this model, from which to draw experience and turn it into practice to help their business This study also for individuals who love to travel in order to choose the services that are really appropriate for each trip

1.6.2 Social contributions

The study shows the current status of homestay business model in Da Lat: advantages and disadvantages most businesses face Thereby, businesses will determine the direction

of change to help improve business activities, improve business productivity as well as contribute to promoting economic development in Lam Dong province

Chapter 2: LITERATURE REVIEW

2.1 Shortcomings of the hotel model

In the view of Thanh Hang (2020), the hotel model has three disadvantages that homestay can overcome First, visitors who choose a hotel as their accommodation activities and real experiences associated with the attractions For example, when you stay at a

homestay you will be able to eat meatball with bread – made by a local owner You will

be taken to a local farmer’s market – which sells fresh fruits and vegetables are cheaper than the markets (mainly sold to tourist) where most of us are referred to by travel agencies.The next factor is that in the price which tourists often choose (from about 500.000 VND to less than 1.000.000 VND) there are very few hotel choices, most of only meet basic needs.The finally factor is the initial cost to build a hotel will be very a large,

so building a homestay model is a safer economic solution but still has high income for the owner

Homestay creates jobs for many families in rural areas without requiring a lot of

investment, creating income opportunities for ethnic minorities because visitors are very curious about the colorful culture of Vietnam; it also creates value for the protection, promotion of cultural and natural heritages as tourists are eager to have an authentic experience including cuisine, arts, souvenirs, (N.Tran, 2014)

2.2 Visitor expectations are on the rise

It can be said that the increasing demand of visitors is an important factor to help

promote the development of this model

If you are thinking of a homestay as a “regular accommodation” – that not true In

Vietnam, a homestay is no longer just a place to stay It seems that it is also a place for the owners to express their artistic style in their home décor Each small room will be a work of art that the owners are trying to show off to everyone Almost every homestays will have its own style The style depends on the strengths of local tourism and where it located These are two main factors that make the homestay model more diverse (Hai, 2020)

For example, with the nostalgia and sweetness of Ha Noi capital, the homestay in the city will have a nostalgic style and the suburban area will have a liberal style The homestay

in Da Lat or Sa Pa are dreamy with the beauty of mountains and nature

According to Ministry of Culture, Sport and Tourism, when living in homestay, the warm

atmosphere between the owner and the guest will always be maintained like the feeling

of living at home This is considered the best way for guests to experience and learn about the local culture Through interaction with guests, the owners can know whether the services they provide meet the needs of guests and receive feedback to further

improve their services This also opens opportunities to promote other homestay activities and services

The main group of customers that homestay targets are young people, so it not wrong to say homestay was born to satisfy customers’ hobby of discovering new things at an affordable prices.According to Song Tra (2017),Ms Anh Tho – owner of a homestay on

Ho Tung Mau Street, Da Lat City testified: Because of the type of homestay targeting customers is young people who love to explore new things, average income, energetic in crowded cities so homestays must be small, beautiful, affordable with open space to attract customers

Homestay must be built in a multi-dimensional model It must have a community room or reading room, an airy garden space and have enough amenities with the owner You can buy food for yourself cook, create a family-like atmosphere All of which are towards the psychology of liking the “new” of the majority of guest (Song, 2017)

2.3 Cultural diversity

Da Lat has been recognized as a famous tourist city of Vietnam, the region and the world Tourists come to Da Lat not only to immerse themselves in the natural landscape, but also admire the style of the people of Da Lat Not only enjoy the unique but also love their gentle eyes and smiles – not to rent a room to rest, but to find beautiful dreams Is that the

“philosophy” of tourism development in Da Lat in general and a factor that promotes the development of the homestay model in particular? Let’s find out through the statements

of the experts:

Standing Deputy Secretary of the Provincial Party Committee Lam Dong – Tran

DucQuan said that when we come to Da Lat culture, it refers to the unique cultural

identity, create by many ethnic groups living together in the South Tay Nguyen In which, the basic features and cultural behavior of Da Lat people was formed on the quintessence

of cultural identify here Talking about Da Lat people is talking about the typical gentle, elegant and hospitable style that has influenced literature and art That style has spread

widely at home and abroad, contributing to a charming Da Lat today (Bao, 2018).

In the view of Van Bao (2018), Da Lat is known as a cool climate all year round, a “city

in forests, forests in the city”, a city of blooming flowers all year round Climate, flowers, beautiful natural scenery and a “charm” of Da Lat people brought many visitors to there

In addition, Da Lat is also famous for the minorities living there Nguyen Dung (2018) explained that the village of K’HoB’Nơr C located at the foot of Lang Biang Mountain (Lac Duong district) is no stranger to domestic and foreign tourists in recent years It is a small village that still retains the rustic, simple and peaceful features of the ethnic people

In free time, the K’Ho woman industriously weaves the brocade inside the bungalow with colorful windows When tourists enter the village, they happily talk and do not forget to introduce their handicraft products

Da Lat is also has a very unique cultural beauty that is the night market When the night was falling, the flow of people on most streets became less There is one place that

becomes bustling again, it is the Da Lat night market For a long time, tourists to Da Lat enjoyed being in harmony with the flow of people in the market They come to there not only to buy souvenirs but also to experience the culture of the people of this land (Tuan, 2016)

When talking about the beauty of Da Lat culture, we cannot help but mention the famous customs and festivals In the view of Thu Ky (2015), the Gongs Festival has become the second representative of our country to receive the title “Masterpiece of oral tradition and the intangible mankind” recognized by UNESCO in 2005 With the nightly cultural exchange program of Gongs Festival at Dreamy hill, visitors will be immersed in Tay Nguyen cultural festival with bustling dance, enjoy fragrant barbecue meat and taste sips

of Can wine In the flaming fire, the cultural space of ethnic minorities is re-enacted, visitors will listen to the “mountain songs” All of these have created a unique

multicolored cultural beauty of Da Lat that anyone should not miss

2.4 The increasing of tourists

The increase in the number of tourists every year causing the demand for accommodation

to rise is also a factor that promotes homestay thrive in Da Lat

According to Mai Van Bao (2020), Da Lat has been voted as one of the attractive tourist destinations by prestigious tourist organizations in the world It has become a

worthwhile, livable world city In 2017, Da Lat was awarded the "ASEAN

Environmentally Sustainable City" by the Association of ASEAN Countries, and then one year continued to be honored with the "ASEAN Clean Tourist City" Thereby it is easy to understand when the number of tourists visiting and resting every year in the flower city increases by more than 9% In 2019, Da Lat attracted more than 6.3 million visitors, in which international visitors is more than 14% Currently, the city has more than 2.130 accommodation establishments, with 37 three to five star hotels, 348 one to two star hotels, more than 600 standard hotels and motels However, this number is still

increasing rapidly because the number of tourists each year has no signs of decline

In the view of Lan Anh (2019),in the first 9 months of 2019, the total number of tourists reaching Da Lat was 5.1 million, reaching 85% of the year plan, greater than 10.6% over the same period There are 4,374,000 domestic tourists (stayed at 3, 610,000 visitors), international visitors reached 1,490,000 visitors (accounting for 29% of the total number

of tourists)

In Vietnam, Da Lat is always a favorite destination for foreign tourists With beautiful natural landscape, cool fresh climate, Da Lat has long been a favorite destination for many tourists when coming to Vietnam Recently, Da Lat attracts more and more foreign visitors because of the type of tourism adventure like mountain climbing,mountain

biking,…(H Nguyen, 2019)

2.5 The transmission of the Internet:

In the 21st century it can be said that anything is influenced by information technology and the internet The development of the internet has contributed to spreading the

concept of homestay to more tourists, creating opportunities for homestay development Giang Thu Quan (2016) highlighted that tourists spent a lot of time planning and finding information about the weather, accommodation, transportational interesting attractions for each trip With the development of the Internet, visitors can easily consult and

reserve services through intermediate booking channels (OTAs) The common point of these services is high discounts, from 10% to 20%, sometimes up to 40%

In the view of Duy Huynh (2018) the "miraculous" growth that comes from startups in the homesharing industry today really makes traditional hotel groups wary That a big player "cannot fail to mention in the Vietnamese market” - Luxstay In Vietnam, this type

of business is still quite new and there is no official unit in operation Foreseeing that situation, Luxstay was born and was referred to as an extremely reckless "pioneer" This

is an online travel technology platform that acts as a Grab dedicated exclusively to the homestay type, currently receiving a lot of attention from investors

Thanks to the widespread development of the internet, the sales of homestay

accommodation services have also increased significantly through online applications Nguyen Van Dung, CEO of Luxstay, a platform for homestay renting, revealed that every month his company receives thousands of requests of house owners to join their system (Mai Linh, 2018)

2.6 The prevalence of backpacker travel trend

The last factor driving the development of this accommodation model is the birth of youth trends Understandably, today's young people tend to love exploring, so they prefer backpacking tourism, practical experiences, and flexible space time rather than pre-designed tours of travel agencies are selling

According to Thu Ha (2016),do not want to be limited to the schedules of the travel agencies that many people, especially young people, have made their own plans for their trips Maybe it is long trips to different localities, sometimes it is a trip near the city living with the concept of going to experience, to explore, to feel the life around you Conquering a destination, it's a great pleasure

Nguyen My (2018) highlighted that the scenery is beautiful and must be strange, even if the place is familiar, there must be something new, free travel, stay in a homestay, choose

to explore places with beautiful and unspoiled scenery that are prioritized by young people on the list instead of staying in resort with an expensive price

With these criteria, it seems that the homestay model is born to go hand in hand with this trends of young people Carry your backpack by day for experience and relax at night in rooms filled with unique local culture - this is what young people want

The homestay model is also accidentally promoted by these young people in a very honest way through movies recorded, pictures and posted on social networks

After each trip, there is an experience with different destinations, undeniably the spread

of the destinations through the pictures taken by travelers and posted on social

networking sites It creates a great attraction for the viewers (Thu Ha, 2016)

In the view of Phong Lu (2019), everything can be found on the Internet and on travel forums and Facebook groups Many experienced and traveling people will share with me information from beautiful places to what to eat, what to play, beautiful check-in places, strange homestay views, extreme cafes that not many people know