VIETNAM GENERAL CONFEDERATION OF LABOUR TON DUC THANGUNIVERSITY FACULTY OF SOCIAL SCIENCES AND HUMANITIES____________________________ R FINAL REPORT SUBJECT: MARKETING IN TOURISM MARKETI
INTRODUCTION
The reason for choosing the topic
M.I.C.E tourism, driven by globalization and international integration, has gained popularity as a highly lucrative and emerging sector It serves as a significant source of revenue for regions hosting organized M.I.C.E tour programs, offering substantial economic benefits In Vietnam, the M.I.C.E tourism market is forecasted to thrive, contributing significantly to the country's GDP and fostering overall economic growth Prior to the Covid-19 pandemic, the sector demonstrated strong potential for expansion and prosperity within Vietnam's tourism industry.
Vietnam emerged as a prominent destination for hosting major international events during the COVID-19 pandemic, including the 2017 APEC Summit Week and the 2nd US-North Korea Summit, attracting thousands of visitors within a few days According to Ms Nguyen Ngoc Quynh, Director of the M.I.C.E Division at Vietravel Tourism Company, over 273,000 visitors participated in MICE tourism in Vietnam during the first seven months of 2019, with domestic tourists making up nearly 84% of the total, increasing M.I.C.E revenue by over 15% Key localities such as Ho Chi Minh City, Hanoi, and Da Nang are actively developing strategies and tailored tourism products to maximize the potential and efficiency of MICE tourism.
Since the COVID-19 pandemic, health consciousness has become a major focus in tourism, with travelers increasingly prioritizing wellness and health-driven experiences The rise of "wellness travel" as a top searched tourism keyword highlights its growing popularity globally According to the Global Wellness Institute, Asia has emerged as a leading market in wellness tourism, driven by high trip volumes and revenue over the past five years Vietnam, endowed with natural resources like beautiful landscapes and a favorable climate, is seen as a promising destination for wellness tourism development Recent infrastructure improvements in destinations such as Phu Quoc, Nha Trang, and Ha Long further support Vietnam’s potential to capitalize on this upward trend, presenting significant opportunities for the tourism industry to develop innovative health-related travel products post-COVID-19.
The current tourism landscape, shaped by post-Covid-19 trends, highlights the potential of M.I.C.E (Meetings, Incentives, Conferences, and Exhibitions) tourism and wellness tourism Recognizing this, our research team proposes an innovative tourism model that integrates these two sectors, focusing on the development of the Onsen hot spring bath experience in Quang Ninh This unique combination aims to attract health-conscious travelers seeking professional events in a relaxing, wellness-focused environment, positioning Quang Ninh as a prime destination for M.I.C.E and wellness tourism.
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.
Identify key tourist market segments for the Onsen hot spring bath model in Quang Ninh, targeting wellness and leisure travelers seeking relaxation and health benefits Focus on integrating MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism with wellness experiences to attract corporate clients looking for unique event venues that promote relaxation Highlight the potential of Quang Ninh’s hot springs to appeal to health-conscious tourists interested in holistic wellness tourism Emphasize the growing demand for combined tourism experiences that seamlessly blend business events with rejuvenating hot spring experiences, positioning Quang Ninh as a premier destination for both leisure and corporate wellness tourism.
• 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 research focuses on exploring the potential tourist markets in Ho Chi Minh City from May 26 to June 9, 2022, aiming to identify opportunities for innovative tourism products The study evaluates the strengths, weaknesses, opportunities, and challenges involved in developing and implementing new tourism models, with particular emphasis on assessing the feasibility of integrating M.I.C.E (Meetings, Incentives, Conferences, and Exhibitions) tourism with care and health tourism This comprehensive analysis aims to support the development of diversified and sustainable tourism offerings in Ho Chi Minh City.
Research methods
The research team gathered data through a survey conducted via Google Forms, sampling 50 participants Throughout the data collection process, they held regular group discussions to analyze preliminary results and collaboratively develop a 4P marketing strategy for the new tourism product model This approach ensures comprehensive insights and effective strategy formulation for successful market positioning.
The research team combines primary data collection with references and reports from Google Scholar to develop a comprehensive report and a 4P marketing strategy for the Onsen mineral spring bathing model in Quang Ninh Additionally, they utilize data from the Vietnam National Administration of Tourism to analyze visitor numbers and related tourism statistics in Quang Ninh To understand current trends and preferences, the team reviews articles from multiple sources, focusing on the tourism product choices and tourism types favored by both Vietnamese and international tourists today.
Research structure
Chapter 3: THE TREND OF TOURISM PRODUCT CHOICE
Chapter 4: 4P MARKETING STRATEGY FOR PRODUCTS
LITERATURE REVIEW
MICE tourism
MICE tourism encompasses conferences, seminars, exhibitions, corporate events, and reward trips for employees and partners The acronym MICE stands for Meeting, Incentive, Conference, and Exhibition, representing a dynamic sector that attracts large delegations often comprising hundreds of participants MICE travelers typically have higher spending levels than regular tourists, with international conference organizers frequently booking accommodations at 4- or 5-star hotels and tailoring post-event tours for guests As a significant driver of tourism revenue, MICE tourism plays a crucial role in boosting the economies of many countries worldwide.
Meetings are essential gatherings between individuals or organizations to address current challenges or collaborate on developing new products Key attendees often include members of international organizations, suppliers, and product designers, fostering collaboration and innovation Effective meetings promote problem-solving, idea sharing, and project advancement, making them vital for organizational success and product development.
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, including conferences and seminars, represent the most prominent form of tourism associated with business events These gatherings typically involve international leaders from large and national companies, attracting large audiences of 300 to 400 participants Such events foster networking, knowledge exchange, and business opportunities on a global scale.
A short corporate retreat with engaging activities like team building, strategic meetings, and entertaining large clients can be hosted at luxurious 4.5-star hotel resorts These conference venues offer comprehensive amenities and facilities, providing the perfect environment for productive meetings and outdoor team-building games Guests can also enjoy luxury travel experiences, making the event both productive and memorable.
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 healthcare-focused travel model that combines physical health and spiritual well-being to offer visitors comprehensive health services It aims to balance and restore emotional health, promote a healthy lifestyle, and foster joy and positive thoughts through physical, psychological, and spiritual activities By encouraging active participation with nature, culture, and community, wellness tourism provides an enriching experience that improves overall well-being.
Travel trends focused on promoting a healthy lifestyle and emotional well-being are gaining popularity worldwide Vietnam, with its diverse natural wonders and ideal tourist attractions, offers excellent potential for developing such eco-friendly and wellness tourism This emerging trend encourages travelers to balance life, health, and emotions while exploring Vietnam's scenic landscapes and serene environments.
Definition of marketing
Marketing encompasses all activities a company employs to promote the purchase or sale of products and services, including advertising, sales strategies, and distribution efforts It involves making products accessible to consumers and other businesses, ensuring effective brand visibility and customer engagement Additionally, affiliate marketing plays a vital role, as third-party affiliates promote products on behalf of the company to expand reach and drive sales.
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 primarily concentrates on promoting business products and strategies aimed at maximizing profit through offline methods without leveraging technology or the internet This approach emphasizes profit generation, often neglecting the importance of customer-centricity As a one-way communication model, traditional marketing focuses solely on selling products, with little regard for building long-term customer 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.
Modern marketing strategies leverage digital and Internet platforms to adapt to evolving market conditions and technological advancements, enabling businesses to reach a global audience beyond national borders This expanded reach significantly enhances brand recognition worldwide, making it easier for companies to grow their presence and influence in the international market.
Market need
A "need" is defined as a necessity that arises when a person or organization perceives a shortage requiring a specific good or service Understanding customer needs is essential for business success, as companies cannot create market needs but must discover and satisfy existing ones There are four main customer or market needs that entrepreneurs and businesses should consider to effectively meet consumer demands and drive growth.
Understanding customer needs is crucial, as they represent the problems customers aim to solve when purchasing products or services These needs stem from feelings of lacking something, influenced by psychological and physical factors that drive purchasing decisions Often, customers are unaware of their underlying psychological needs, as their wants, beliefs, preferences, and attitudes shape their purchasing motivations For business owners, distinguishing between these conscious and unconscious needs is essential to leverage insights effectively and enhance marketing strategies.
Market Segmentation, Market Targeting, Market Position (S_T_P)
Market segmentation is a key marketing strategy that involves dividing potential buyers into distinct groups with shared needs and behaviors This approach enables companies to target specific consumer segments effectively, offering tailored products and services that resonate with each group's preferences By understanding and catering to these unique segments, businesses can enhance their marketing efforts and improve overall customer satisfaction Implementing market segmentation is essential for maximizing the impact of marketing campaigns and delivering greater value to diverse consumer groups.
Market segmentation is essential for identifying target consumer groups and tailoring products and brands to meet their specific needs This strategic approach involves dividing the market based on various criteria such as geography, demographics, and consumer behavior, enabling businesses to effectively reach and engage their ideal audience By understanding these segments, companies can optimize marketing efforts, improve customer satisfaction, and enhance overall market presence.
Targeting a market involves selecting a specific group of buyers from the entire market that a company aims to satisfy The target market guides decisions related to product development, pricing strategies, promotional efforts, and distribution planning Focusing on the right target market helps businesses effectively meet customer needs and achieve marketing success.
Effective market segmentation involves two key actions: evaluating different segments and selecting the most appropriate ones The process of defining a target market encompasses both assessing various market segments and choosing the most suitable group to focus marketing efforts on By carefully evaluating and selecting specific segments, businesses can tailor their strategies to meet the needs of their ideal customers and optimize their market reach.
Targeting market involves dividing the total market into segments, evaluating these segments, and selecting the appropriate segments as the target market.
Market position is crucial in marketing and business strategy, as it reflects consumers' perception of a brand or product compared to competitors Effective market positioning involves establishing a unique brand image or identity that resonates with consumers By shaping how consumers perceive a brand, businesses can differentiate themselves in a competitive marketplace and build lasting customer loyalty.
Marketing 4P
The 4P in marketing—Product, Price, Place, and Promotion—are essential elements collectively known as the Marketing Mix These key components play a crucial role in the successful marketing of a product or service The effectiveness of the 4Ps is influenced by both internal and external factors within the overall business environment Additionally, the four elements are highly interconnected, interacting dynamically to shape marketing strategies and outcomes.
4P marketing helps companies identify key aspects of their business, such as understanding consumer needs and how their products or services fulfill those needs It also involves assessing how their offerings are perceived in the marketplace, differentiating themselves from competitors, and analyzing customer interactions This strategic approach enables businesses to optimize their marketing efforts, enhance customer satisfaction, and improve overall brand positioning.
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.
Calculating product costs involves accounting for all series of expenses that comprise the product Setting an appropriate price requires considering factors such as quality, market competition, and advertising efforts The product's price significantly influences sales performance; pricing too high without competitive branding and quality can reduce efficiency and sales potential.
The most visible location for your business's products is crucial for attracting customers Consider whether to open branches, use agents, or sell online through retailers to maximize reach Selecting the ideal distribution channels involves analyzing the supply chain, demographics, customer habits, and preferences to ensure optimal exposure and sales.
• Promotion (Trade promotion and sales):
Promotion is a key element of 4P marketing, crucial for developing effective strategies that drive revenue growth Utilizing various advertising channels such as television, SEO-optimized websites, social media campaigns, KOL collaborations, and YouTube video content can significantly enhance product visibility Implementing targeted promotion strategies across these platforms helps businesses reach their desired audience more efficiently, accelerating sales and market expansion.
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
As socio-economic conditions develop and integrate with culture and technology, the demand for MICE tourism, including conferences and corporate events, significantly increases According to Ms Nguyen Ngoc Quynh, Director of the MICE Division at Vietravel Tourism Company, the MICE tourism market has experienced substantial growth in recent years While initially accounting for only 10-15% of total tourism, its market share has now risen to 60%, mainly driven by large corporations seeking to organize conferences, seminars, product launches, public relations events, and team-building activities.
Vietnam has become a “hot” destination for international MICE (Meetings, Incentives, Conferences, and Exhibitions) delegations, renowned for its political stability and safety, which are crucial for hosting successful events The country's natural landscapes, rich cultural heritage, and rapidly expanding hotel and resort infrastructure make it an attractive investment and tourism destination Travel companies report that MICE tourism generates revenue six times higher than traditional tourism, highlighting its economic potential Recent major international events hosted in Vietnam, such as the 2017 APEC Summit, the 2nd US-North Korea Summit, and the Asia-Pacific Infection Control Conference, underscore Vietnam's emerging reputation as a safe, friendly, and globally competitive MICE destination.
2019, Southeast Asian Games – SEAGAMES 31, etc Each event can reach several thousand to tens of thousands of visitors in just a few days.
The rise of large corporations in Vietnam's financial sector is driven by globally strong financial entities with substantial capital-raising capabilities These companies, originating from international markets, possess significant financial potential and are poised to invest heavily in Vietnam’s banking industry As a result, the finance and banking sector is expected to experience a surge in investment from Northeast Asia in the near future.
Experts predict that Vietnam will see a surge in investment in the fintech sector once the government finalizes its legal framework, creating a favorable environment for growth The country's open and stable economy, coupled with active support from government ministries, agencies, and local authorities, attracts multinational enterprises to invest in Vietnam Additionally, Vietnam's commitments to recent free trade agreements, such as the CPTPP, EVFTA, and RCEP—which together encompass around 60 economies—offer significant incentives and opportunities for businesses and investors, fostering accelerated economic development.
Japan has developed approximately 27,000 hot mineral baths (Onsen), transforming them into a billion-dollar industry that leverages the country's natural resources through a strategic and methodical approach By exploiting the potential of Onsen health care products and opening the right "underground circuit," Japan has turned its traditional hot springs into a thriving, globally recognized wellness business.
Taiwan's hot spring industry generates approximately 13 billion USD annually, supported by a network of 125 operators offering natural hot spring services across the country Notably, the international Marriott chain has expanded its presence in Taiwan by opening a Westin hotel in Yilan that features luxurious hot springs, attracting both domestic and international visitors.
According to GWI data, the global hot spring tourism market was valued at $56 billion in 2017, with China contributing 31.2% and Japan accounting for approximately 23.2% of the total revenue GWI forecasts that the market size will reach $77 billion by 2022, driven by the increasing popularity of wellness tourism that combines health care with leisure The hot mineral wellness tourism industry is expected to experience continued growth as consumers seek ways to improve their quality of life through relaxing and health-focused travel experiences.
Vietnam boasts several premium, well-invested wellness destinations, including Serena Resort in Kim Boi, Hoa Binh, Binh Chau Hot Spring Resort in Ba Ria Vung Tau, and Park Nui Than Tai Hot Spring in Da Nang Other notable upscale resorts include I Resort in Nha Trang, Wyndham Thanh Thuy in Phu Tho province, and My Lam Hot Spring Resort in Tuyen Quang, developed by Vingroup The Japanese-style Yoko Onsen Resort, invested by Sungroup in Quang Hanh, Quang Ninh, has also been recently inaugurated These resorts offer high-quality health care products that seamlessly combine health preservation and relaxation, featuring hot mineral water baths alongside other rejuvenating treatments.
13 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 integration of the MICE (Meetings, Incentives, Conferences, and Exhibitions) model with healthcare, specifically through Japan’s 9-step Onsen bath standard, is a innovative trend being implemented at Yoko Onsen in Quang Ninh’s hot spring area This novel approach taps into visitor demand and industry forecasts, highlighting the market potential driven by consumer needs When the underground circuit in Quang Ninh is properly developed, it can significantly enhance the growth of the MICE x Onsen model, leveraging large-scale, high-quality hot mineral springs that are highly regarded by visitors.
Travelers now prefer safe and friendly destinations, with Vietnam emerging as a top choice due to its efforts to become a hub for international events and conferences The Covid-19 situation in Vietnam has significantly improved, reducing health concerns for travelers Additionally, socio-political stability in various countries influences tourists' travel decisions, making safe destinations more attractive Once the pandemic is under control and normal activities resume, Vietnam is expected to be the preferred destination for international travelers seeking safety and hospitality.
The growing demand for wellness tourism is driven by people's increasing desire for relaxation and health-focused experiences MICE tourists, typically high-end corporate clients and traders, prioritize luxury services, prestigious accommodations, and professional staff, often staying in 4-5 star hotels and resorts Health has become a key concern for these clients, who are willing to invest extra in health restoration and care, aligning with Japanese standards of health tourism Research indicates that many large customers and partners recognize the value of hot mineral springs and are eager to explore wellness offerings associated with these amenities, emphasizing “quality first.” Nearly 80% of respondents are curious about integrating MICE and wellness tourism, with over 40% eager to experience this innovative combination, highlighting its rising popularity as a lucrative trend in the tourism industry.
Table 1 Statistics of customers' thoughts about products combining MICE travel and wellness tourism
Source: data from research team
Research indicates that visitor health is a crucial factor for entrepreneurs and employees seeking to harness hidden energies and achieve body and soul balance After long meetings and conferences, Japanese Onsen baths are considered the ideal solution for relaxation and energy restoration Over 90% of respondents agree that combining MICE travel with wellness tourism, such as Onsen baths, is a reasonable and appropriate approach This demonstrates that the product effectively targets the needs of frequent travelers and those working in stressful, sedentary environments.
Source: data from research team
External environmental factors play a significant role in increasing customer awareness of health concerns The demand for health-focused tourism, particularly mineral water bathing, has surged as travelers seek wellness recovery options post-Covid pandemic This growing interest highlights the influence of external conditions on consumer behavior toward health-related travel.
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 attracted approximately 350,000 international visitors for medical treatment and convalescence, amounting to $2 billion USD in revenue, while around 40,000 Vietnamese travelers go abroad annually for combined medical care and tourism, spending billions of dollars This underscores that both international and domestic tourists are strong markets for wellness tourism In the current context where international travel is limited, tourists are increasingly seeking green lifestyles, robust health, and mental wellness Quang Ninh Province is well-positioned to develop wellness tourism due to its abundant hot mineral springs, mineral mud spots, and temperate climate, making it an ideal destination for mineral water, hot water, and natural mud mineral therapies.
Onsen baths are preferred over regular hot mineral baths due to their scientifically designed process that maximizes mineral absorption, offering superior health benefits The unique model combines breathtaking scenery and extensive wellness advantages, making Onsen a popular trend in health tourism Its growing popularity attracts numerous visitors seeking relaxation and health improvement Consequently, Onsen has become the top choice for investors looking to develop high-quality resorts in Vietnam.
SWOT analysis
Cam Pha boasts stunning natural attractions, including Bai Tu Long Bay, Vung Duc Island, and Hanh Hanh Cave, which stretches 1,300 meters through the Quang Hanh rocky mountains to the sea.
Yoko Onsen Quang Hanh is Vietnam’s first Japanese-style hot spring resort built and operated according to strict standards, offering an authentic cultural experience As a 5-star hot mineral resort, it features luxurious resort villas and a variety of mineral baths, including carbonate pools, cave baths, stone baths, peach garden pools, and jacuzzis The resort emphasizes meticulous investment in product quality and service excellence, focusing on maintaining its reputable brand and high standards rather than following industry trends.
+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.
Science has proven the extraordinary health and beauty benefits of hot mineral water, highlighting its role in improving overall well-being Onsen hot mineral baths are renowned for their healing properties, effectively relieving aches and pains while promoting radiant, vitality-filled skin Additionally, soaking in these natural mineral waters can enhance sleep quality and significantly reduce stress, making them a miraculous treatment for both health and relaxation.
Quang Ninh offers exceptional convenience in transportation, with easy access by air, road, and water The launch of Van Don Airport and Ha Long International Passenger Port by Sun Group has significantly improved connectivity Additionally, modern highways such as Ha Long - Van Don and Ha Long - Hai Phong make travel to Quang Ninh faster and more convenient, enhancing accessibility for travelers and residents alike.
Few tourists are aware of the new geological hot mineral center, resulting in relatively low visitor numbers According to local data from 2021, the center reopened on March 14 and operated until the end of the month, attracting approximately 1,700 guests Additionally, the Yoko Onsen area resumed operations on March 5, with the public area opening shortly thereafter, drawing a total of around 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.
The province offers limited healthcare-related tourism products, primarily focusing on high-end services While customer volume for these premium offerings is lower compared to other tourism sectors, they generate higher added value, making them a valuable niche in the local tourism industry.
In May 2020, Sun Group launched a high-class Japanese-standard hot spring resort under the O2 brand, offering an exceptional relaxation experience Currently, Phase 2 of the Yoko Onsen Quang Hanh project is underway, further expanding the resort's luxurious facilities and enhancing its appeal as a premier hot spring destination.
The hot mineral spring park complex offers a variety of amenities, including a resort, a standard rotenburo mineral bath, and a mountain service complex with high-end services The mountain service complex will be a key highlight, featuring restaurants with diverse cuisines, scenic café restaurants, mountain walks, and breathtaking seascapes A standout feature is the impressive 300-meter cable-stayed bridge connecting two mountain peaks, serving as a perfect check-in spot to enjoy panoramic views of the picturesque mountains and sea at Quang Hanh.
Sun Group is expanding beyond its popular hot mineral spring park complex by developing a premium hospital dedicated to therapy, counseling, health screening, and rehabilitation The hospital aims to prioritize advanced medical therapies that incorporate traditional natural methods, ensuring holistic and effective healthcare solutions This new facility reflects Sun Group's commitment to providing high-quality, nature-based medical treatments to promote overall well-being and health.
The COVID-19 pandemic, coupled with rising environmental pollution and health concerns, has prompted people worldwide to become more proactive about their health and stress relief As a result, tourism trends are shifting significantly, with travelers now seeking destinations that offer both leisure and wellness experiences Long trips are increasingly focused on combining sightseeing with health improvement, highlighting a growing demand for health-oriented tourism In this context, onsen hot mineral bath tourism presents a high potential for development in Cam Pha City, offering a natural and therapeutic experience that aligns with contemporary wellness travel preferences.
+ T1: The price is quite high and may not reach many customers who are students and young customers.
A key factor influencing tourists' travel behavior is their perception of the destination, which includes evaluating the destination's brand image, pricing, and tangible resources such as transportation, facilities, and services Additionally, negative reviews can significantly impact travelers' decisions, posing challenges for the development and promotion of new tourism products.
+ 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%
Source: data from research team
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
The majority of survey respondents were aged 30, with the research primarily targeting working professionals The findings indicate that the current workforce in Quang Ninh is predominantly between 20 and 30 years old Additionally, most participants shared their opinions on the Onsen hot mineral bath product model, highlighting its appeal and potential benefits for this age group.
Table 4 Statistics on income and occupation of interviewees
Income per Occupation month Officer Manager CEO Teacher/Lecturer Doctor Other
Source: data from research team
The survey results by 50 interviewees show that, 50% of them are office workers and
Senior executives, including CEOs, managers, and top-level managers, comprise approximately 16% of the customer base This distinguished group is notable for their high representation of algebraic numbers and their greater stability regarding vacation days compared to other occupational groups Their prominent position within organizations makes them a key demographic for targeting with tailored marketing strategies.
Office workers typically experience less frequent overtime and holiday work compared to professions like teaching and healthcare, where such demands are more common However, depending on the industry and specific job roles, some office employees may still face occasional extra hours to meet deadlines or project requirements Prioritizing work-life balance is crucial for maintaining productivity and well-being among office staff Implementing effective time management strategies can help reduce unnecessary overtime and promote a healthier work environment.
The Onsen hot mineral bath product model offers a luxurious, resort-like experience but comes with a high price point, making it a premium option for consumers Due to its cost, targeting mid-range customers and office workers, especially those involved in M.I.C.E (Meetings, Incentives, Conferences, and Exhibitions) travel programs, presents a significant challenge for businesses Adapting this upscale tourism product to appeal to a broader audience requires strategic pricing and marketing efforts to overcome income-related barriers.
Table 5 Statistics on behavior of interviewees
Time to travel Summer vacation 19
Source: data from research team
The survey of 50 interviewees revealed that the majority participated in the M.I.C.E tour program as FIT (Free Independent Traveler) tourists, with 40 respondents choosing this option Most participants bear their own expenses during these tours, reflecting a strong individual investment When it comes to travel timing, preferences are quite similar, but the primary motivation for joining M.I.C.E trips is corporate-organized events held during the year, accounting for 30 respondents Additionally, annual holidays and summer vacations are popular times for participation, with 24 respondents indicating these periods as their preferred travel times.
Out of 50 votes, 19 were split between two options, reflecting their focus on team-building sessions and rare conferences or holiday events Many employees bring their children along during these trips to enjoy outdoor activities after the school year ends While attending exhibitions attracted 5 votes, the other three trip purposes received equal support, each ranging from 14 to 16 votes This indicates a diverse range of motivations behind these company trips, emphasizing team cohesion and special events during holidays.
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
Source: data from research team
Survey results indicate that nearly 50% of participants are familiar with the Onsen hot mineral bath method, highlighting its status as an emerging tourism trend The combination of M.I.C.E (Meetings, Incentives, Conferences, and Exhibitions) tourism with wellness and hot mineral baths offers a unique and exciting experience for travelers An impressive 90% of interviewees believe that integrating M.I.C.E tourism with wellness activities is a reasonable approach, with 88% expressing willingness to participate in this innovative tourism product This data suggests strong visitor interest and potential for growth in this niche tourism segment.
22 quite curious about this combination product and another 21 people said that they expect to experience the product when it launched.
Most interviewees discover new products primarily through Facebook, with 92% (46 out of 50) indicating this as their main source While Instagram and TikTok are emerging platforms, they are increasingly used to share information about new products and tourism offerings to reach a broader audience Despite the rise of social media, many customers still rely on the traditional websites of travel agencies as a primary source for obtaining information about new tourism products.
Product quality remains the most crucial factor influencing consumers' decisions when choosing new tourism products, with 45 out of 50 interviewees confirming its importance Additionally, pricing plays a vital role, requiring careful strategizing to meet customer expectations Developing effective product and price strategies is essential for attracting potential customers to new tourism 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
A survey revealed that most participants believe a 4-day, 3-night tour is the ideal duration for customers to fully experience all facilities and services offered in the new combined M.I.C.E travel and wellness tourism program Additionally, the preferred price range for this combined product is under 7 million VND, with 84% of respondents selecting options between under 5 million VND and 5 to 7 million VND.
The research team surveyed information on the integration of M.I.C.E tourism and wellness tourism, focusing on the Onsen hot mineral bath method in Quang Ninh These findings serve as a foundation for developing effective market segmentation strategies, identifying target markets, and positioning the product in the tourism market This will enable the team to formulate a comprehensive 4P marketing strategy to successfully introduce this innovative tourism product model.
The research team identified three key customer segments to optimize marketing strategies These include demographic-based segmentation, focusing on occupation and income levels; trip purpose-based segmentation, which categorizes customers by their reasons for travel; and behavior and desire-based segmentation, analyzing consumer actions and preferences to better tailor offerings and improve customer engagement.
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)
Source: data from research team
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 recommends setting an attractive, discounted initial price to appeal to the third customer segment willing to purchase early, while also targeting the second group’s perception that higher-priced products imply better quality and service This strategy aims to generate significant initial profits Additionally, launching an aggressive advertising campaign is crucial to build product usage momentum from the outset.
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.
During this challenging sales period, travel companies should clearly outline their tour programs and offer attractive incentives to attract buyers Implementing well-defined promotions and special offers can effectively boost tourism product sales and engage potential customers Providing transparent and compelling incentives is essential for navigating the slow season and maintaining business growth.
● 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 recent surveys, peak travel times include holidays (35.6%), summer (23.3%), and organized trips (30%), suggesting the implementation of higher pricing strategies during high season Conversely, during the low season, focus should be placed on group travelers who follow the company’s offerings, as these trips are often organized in groups Notably, office workers are the primary decision-makers for trips, comprising 17 votes, indicating that offering mid-range product packages tailored for groups during the off-peak season can effectively attract these customers and enhance sales.
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 & services
● Tour price changes when quantity changes
Distribution Strategy
The survey reveals that customers primarily learn about MICE products through social networking sites, with Facebook leading at 92%, followed by travel websites at 50% Instagram and TikTok each account for 36% of product updates, highlighting the growing influence of visual and short-form content Additionally, 34% of customers discover products through press coverage, while product introduction calls make up 28%, the lowest among the channels Overall, the results indicate that social media platforms like Facebook, Instagram, and TikTok remain the most preferred channels for customers to stay informed and make purchasing decisions about MICE products.
To succeed in selecting the ideal location for selling MICE tourism products, it is essential to analyze guest data collected through social media distribution channels Developing targeted marketing strategies tailored to the company's products and budget will effectively attract customer attention on social networking platforms Focusing on a primary objective in digital marketing, such as building brand awareness, through engaging activities and discussions, is crucial for driving success in this competitive sector.
To effectively promote product brands, leveraging social media channels as a platform for direct customer engagement is essential for retaining customers Before launching social media marketing campaigns, it is crucial to align them with the company's business objectives and prioritize rapid, trustworthy delivery of products to consumers.
By utilizing questionnaires and surveys, the company gains insights into customer goals and needs, enabling the development of targeted marketing strategies These strategies focus on creating compelling product content and visually appealing images that highlight the product's beauty The content is effectively shared across platforms such as Facebook, Instagram, and the company's website to capture customer attention Our approach aims to increase website traffic, boost conversions, raise brand awareness, and differentiate the company's products Additionally, we focus on enhancing communication and engagement with loyal customers and high-end clients to strengthen brand loyalty and reputation.
Customers can conveniently purchase tickets directly at the company's branches or easily book tickets and services online through the travel agency's Facebook Fanpage, TikTok, official website, or the package travel app This seamless booking process allows customers to secure tickets quickly without the hassle of waiting in line, ensuring a stress-free travel experience.
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 print advertising by placing ads in popular newspapers such as Tuoi Tre, Thanh Nien, and Tien Phong at a frequency of 3 to 4 times weekly to maximize local reach Additionally, target domestic customers through travel and family magazines, including the travel magazine calendar To attract foreign tourists, advertise in international magazines like Trevellive and Asia Life, with a placement frequency of twice a month.
To create a tailored MICE tourism program that combines visitor health care activities and onsen baths in Quang Ninh, the company should coordinate with Vietnam tourism TV channels Promoting this unique experience on Vietnamese tourism television stations will enhance visibility, and with sufficient budget, expanding advertising to international television stations can attract a broader audience This strategic collaboration ensures the promotion of a memorable and health-focused tourism experience in Quang Ninh.
Place billboards in major city center locations such as districts to let customers know more about this new product.
Social networks like Facebook, TikTok, and Instagram are highly effective channels for promoting products and services, helping brands attract significant attention to new offerings and reach a large user base Current surveys highlight the importance of leveraging these platforms to enhance visibility, engage target audiences, and boost overall marketing success.
To effectively promote your charity travel initiatives, consider writing targeted advertisements and sharing personal travel experiences on popular travel forums like phuot.vn and toidi.net Additionally, renting banner space on well-known Vietnamese websites such as VNExpress.net, VietnamTravelTour.net, Dulichhe.com, and Dulichtietkiem.com can increase your visibility and reach a broader audience interested in travel and charity activities These strategies can enhance your promotional efforts and connect with a community of passionate travelers in Vietnam.
Email (email): send information about the company, about charity and epidemic tours serve customers.
Effective keyword research tailored to user needs is essential for improving search engine rankings; incorporating relevant keywords such as "wellness," "mice," "recovery," "health care," and "hot mineral bath" increases visibility and ensures your content appears higher in search results By matching keywords closely with customer queries, you can enhance your content's relevance and attract targeted traffic Utilizing these strategic keywords throughout your content optimizes SEO and supports your efforts to reach a wider audience interested in health and relaxation topics.
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Sau dịch COVID-19, du lịch chữa bệnh và chăm sóc sức khỏe đã trở thành những xu hướng nổi bật trong phục hồi và phát triển kinh tế - xã hội, góp phần thúc đẩy ngành y tế và du lịch cùng phát triển bền vững Phục hồi ngành du lịch không chỉ giúp tạo ra nguồn thu nhập mới mà còn nâng cao nhận thức về tầm quan trọng của chăm sóc sức khỏe, hướng tới một cộng đồng khỏe mạnh, an toàn hơn trong bối cảnh mới.
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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
Trong bài viết của Phan Mơ (2019) trên báo Pháp Luật, du lịch MICE được xem là xu hướng mới nổi bật phù hợp với thời đại 4.0 tại Việt Nam MICE (Meeting, Incentives, Conferences, Exhibitions) đang ngày càng thu hút sự chú ý nhờ vào sự phát triển của công nghệ số và xu hướng hội nhập toàn cầu Các doanh nghiệp và tổ chức tại Việt Nam đang nhận ra tầm quan trọng của du lịch MICE trong việc thúc đẩy kinh tế, nâng cao hình ảnh quốc gia và mở rộng cơ hội hợp tác quốc tế Để phát triển mạnh mẽ loại hình du lịch này, cần có chiến lược đầu tư đúng đắn về hạ tầng, công nghệ và đào tạo nguồn nhân lực chất lượng cao Việc ứng dụng công nghệ, xu hướng số hóa và tận dụng các nền tảng số giúp nâng cao trải nghiệm khách hàng, tối ưu hóa hoạt động tổ chức sự kiện và quảng bá du lịch MICE tại Việt Nam.
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