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Trang 1VIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES
ENGLISH FOR TOURISM FINAL ASSIGNMENT:
Marketing plan for Vietnam National Village for Ethnic Culture and Tourism
Hanoi, 2019
Trang 2Abstract:
In modern times, the form of cultural tourism is developing ceaselessly due to its positive effects towards the economy, the society, and the environment of a country Viet Nam holds huge potential for cultural tourism thanks to its diversity in terms of culture, customs and traditions, which have been shaped and practised across the nation for
thousands of years An typical example destination for cultural tourism is Vietnam
National Village for Ethnic Culture and Tourism (Name in abbreviation: Vinaculto) - an
ideal place to for both Vietnamese and foreign tourists to visit and travel as well as to learn more about the culture of Vietnamese ethnic groups The assignment will be a marketing plan for Vinaculto to help this destination become more famous and
developed
I General introduction
Vietnam National Village for Ethnic Culture and Tourism was inaugurated in October
2010, coinciding with the 1,000th founding anniversary of Thang Long-Hanoi Located about 40 km away from Hanoi, it is a part of Dong Mo tourist area, Son Tay, Hanoi, the cultural – tourism village with diverse mountainous terrain along peaceful valleys and lakes
It is considered a national center of culture, sports and tourism activities where traditional cultural heritage of 54 Vietnamese ethnics can be kept and exploited When tourists have chance to come here you do not only relax, go sightseeing and enjoy the green and fresh atmosphere but also participate in cultural and artistic activities with rich, dynamic,
Trang 3With nearly 200 ha, The area of ethnic villages was built into zones of hamlet structures and reconstructing villages within zoning plan and folk architecture in order to introduce, preserve and develop the traditional cultural values of 54 Vietnamese ethnic communities The Village consist of four smaller hamlets belonging to different regions where local residents live
Entrance ticket
30,000 VND/ person for adults
10,000 VND/ person for tertiary students
5,000 VND/ person for primary and secondary students
Free for children below 6 years old
Open time
Vietnam National Villages for Ethnic Culture and Tourism is opened from Tuesday to Sunday
8:00 – 11:00 AM in the morning
13:00 – 16:30 PM in the afternoon1
1 Retrived from http://en.vinaculto.vn/vn/html/3/general-introduction.aspx
Trang 4II SWOT analysis:
Vietnam National Village for Ethnic Culture and Tourism: an attractive destination
First of all, Vietnam National Village for
Ethnic Culture and Tourism is located in the
South of Dong Mo Lake, (Son Tay, Ha Noi)
The location is quite near from Hanoi center
which will attract many people to visit,
especially those who do not really like
travelling or those cannot to go far
Secondly, it takes 40 km to go to Hanoi center
from here in the West; 70 km to go to Noi Bai
International Airport; and 45 km to go to Gia
Lam Station In addition, The Village is near
Hoa Lac Airport now managed by Ministry of
Defense, developing light flying boat,
helicopter Moreover, it takes 30 km to go to
Mieu Mon Airport estimated by 2015 it will
become International Airport with 4E Level
under the ICAO standard Hence, the
transportation is very convenient to travel with
the cheap price by public transport or private
one
Beside the strengths about location and transportation, this Village has some significant advantages It is next to Dong Mo Golf and Duong Lam Ancient Village’ Hoa Lac high technology area, and Vietnam National University, Hanoi with the scale of 60.000 students in 2020 Therefore, the place distributes many inhabitants, which will be attracted by this village
Trang 5Initially, the village consisted of models and artefacts, introducing the tangible cultural values of 54 Vietnamese ethnic groups to visitors
The national cultural space seems to have been completed thanks to the hearts and hands of ethnic minority people who are living here In addition to their cultural and tourism events, various activities by artists from traditional arts theatres and clubs are being held in the village
Every year, in addition to the regular activities of seven ethnic minority groups, visitors can participate in events with specific themes, such as festivals welcoming the New Year in January and February and programmes praising the beauty of the landscape and people of regions around the country
Trang 6A wide variety of activities associated with major national holidays also took place
in the village in the presence of many Party and State leaders as well as domestic and foreign visitors, such as the National Great Unity Week, the Vietnamese Ethnic Groups Cultural Day, Ha Giang Culinary Culture Space, festivals, folk games, the programme of making chung cake (square glutinous rice cake) for the poor and the performance of Southern amateur music (Don ca Tai tu)
(“Sắc hoa” chào năm mới 2019 tại Làng Văn Hóa các Dân Tộc Việt Nam)
Visitors to the village can feel the peace and beauty of the villages with rice and corn full of terraced fields, boisterous laughter, folk songs and the colour of traditional festivals
2 W- Weakness:
The degradation of the outdoor artefacts decreased the number of visitors to the tourism area
Trang 7The Village has not been cooperating with many travel agencies yet And, because
in the culture village, one independent department should be in charge of organizing events, conferences and seminars and providing essential information for travel companies to include in their tour programs Travel companies will serve as a bridge introducing tourists to the village’s products One another reason if that the village is located in a sparsely populated area
3 O - Opportunities
3.1 The promoting investment
The Ministry of Construction has issued Official Letter 1374 / BXD-QHKT to the Management Board of Vietnam National Village for Ethnic Culture and Tourism on the elaboration of detailed construction planning at the Cultural - Du Village Vietnamese ethnic calendar After receiving the Official Letter No 245 / LVHDL-QHKTMT dated May 22, 2018 of the Management Board of Vietnam National Village for Ethnic Culture and Tourism, it is proposed to comment on the implementation of detailed construction planning at Vietnam National Village for Ethnic Culture and Tourism
Enhancing investment promotion and attraction, striving to select big investors to implement investment projects in functional areas using capital outside the state budget
In which, the Decision on investment policy for Dong Mo Tourism - Culture Investment and Tourism Joint Stock Company was granted On that basis, investors are building planning projects At the same time, the Management Board is interacting and working with a number of research partners and investment proposals such as: Vingroup, Sungroup, PHM Investment One Member Co., Ltd., NANOICE Technology Investment JSC Vietnam to invest in building functional areas without using state budget capital
Trang 83.2 In terms of investment cost.
Preferences on rental land prices help reduce investment costs Based on Official Letter No 6788 / UBND-KT of Hanoi People's Committee dated November 25, 2016 on land prices at Vietnam National Village for Ethnic Culture and Tourism The land of Vietnam National Village for Ethnic Culture and Tourism has the following price (applied from January 1, 2015 to December 31, 2019): Land price for trade and service is VND 1,693,000 / m2; The price of non-agricultural production and business land is VND 1,411,000 / m2
Labor force is abundant and abundant, the proportion of labor force participation aged from over 15 accounts for 75.3% Moreover, the labour cost in this area is two-thirds cheaper than other regions in Hanoi city
3.3 The potential of eco-tourism and culture tourism.
Vietnam National Village for Ethnic Culture and Tourism covers an area of more than 1,500 ha, of which 900ha is lake and the rest is forests and mountain The landscape here is beautiful and romantic The village is just one of the many tourist destinations west of Hanoi It has become an attractive destination for visitors in the capital and other provinces and cities to discover and relax on weekend days and holidays According to a statistic, the number of visitors to the site reached over 500,000 in 2016, up 200% over
2015 and exceeding the target of 167%
The village also meets the demands of healthy entertainment, sporting and arts activities for both domestic and foreign visitors The village’s Management Board has coordinated with localities to mobilise thousands of ethnic minority people to participate
in activities reproducing their daily lives and festivals Through cultural and arts activities with rich and attractive content imbued with national culture, the village is expected to contribute to fostering the love of nature and the country among the people The Vietnam National Village for Ethnic Culture and Tourism has become an attractive destination for visitors in the capital and other provinces and cities to discover and relax on weekend days and holidays
Trang 9In addition to preserving, introducing and promoting national cultural values as well as enhancing the mutual understanding and solidarity among ethnic minorities, the Management Board set a target of stably and effectively operating the ethnic minority areas, attracting more investment to two functional areas and inviting more representatives of minority groups to live in the village
The managers have also paid much attention to the maintenance and repair of outdoor works, signs and indications and the collection and display of artefacts as well as the improvement of the quality of services, striving to make the village become an attractive cultural tourism destination
4 T – Threats
In today’s open market economy, with the goal of integration and modernization, the threats which Vietnam’s tourism industry has to face to should be considered carefully To be specific, in Vietnam National Village for Ethnic Culture and Tourism, there are major challenges that the villages has to cope with
Lack of capital and skilled employees
The big threat is the lack of capital skilled employees that leads to many others consequences:
● The works such as stilt houses, roads on the tourist areas are degraded but have not been invested to rebuild
● The WC is not clean, not modern that make bad impression on tourists
Trang 10● The shortage of tourist guides do not meet the needs of deep and thorough study of visitors This not only does not meet the demand of visitors but also does not create comfort for visitors Especially, there is lack of the team of instructors who are fluent in foreign languages to introduce international visitors
In the tomb area of the Gia Rai ethnic group in the Vietnam National Village for Ethnic Culture and Tourism, many houses have been seriously degraded - Photo: Nguyen khanh
The difficulty in gathering 54 ethnic groups to one place
It is a great difficulty to significantly bring the national cultural identity of all 54 nations come together in a place The representation of 54 ethnic groups living in the village is a major challenge because of the lack of funding, so the management board only welcomes ethnic minority people to the village for major events But after the end of the event, the ethnic people pulled together Moreover, there is not many ethnic people who have a deep understanding about their culture They are usually very old and are not willing leave their hometown to go there to transmit their culture Despite having been in operation for nearly 10 years, this place has few annual activities to attract tourists
Additionally, in the context of today's globalization, the Vietnamese young people prefer to travel abroad and do not care about domestic culture Regarding foreign tourists, Vietnam is still a small Asian country in their eyes, and our culture are usually confused with the culture of other large Asian countries like China Therefore, the transmission of culture to visitors with significant way is a big challenge
Challenge in using modern technology
The Industrial Revolution 4.0 is exploring, in the developing situation of our country, it is a big challenge for this tourism area to apply modern technology in
Trang 11, WiFi service has not been covered throughout the area that brings about inconveniences for tourists if they want to access the internet to get information or share their experiences about there
Furthermore, the application of modern technology in guiding and entertaining activities for visitors is essential Especially for foreign tourists, if there is an automatic translation device, it can help them be more active in understanding the information in there as well as minimize the work for the tour guide or interpreter
III Promotion and development strategy:
1 Objects of visitors
Objects of visitors to Dong Mo tourist area are mainly groups of graders, students, employees, foreigner tourist, they come here to rest, visit, study,… However, there are still a large of single guests coming here
2 Focus on tour
The first day, visiting the 1st – group ethnic that include the midland & mountainous ethnics (Muong, Thai, Tay, Dao, H’Mong…) Following that, tourist participate in camp
- fire of Thai ethnic group, singing and dancing,…
The second day, to visit 2nd group ethnic in Tay Nguyen area including Khmer me, E
-De, Ba - na, Bru Van Kieu and take part in local activities there And then, discovering 3rd
- group ethnic in Nam Bo including KHmer, Cham, Co-ro, Chu-ru
3 The development strategy
3.1 Infrastructure and technology
The destination is located in remote areas, the current access conditions are still difficult that impact on potential exploitation efficiency to serve ecotourism development Therefore, the addition, construction, improvement and improvement of technical facilities and infrastructure not only has socio-economic meaning but also makes sense special meaning: Ensuring the sustainable development of ecotourism
Firstly, the government should invest in building water pumping stations, electric pumping station and treating pepper drainage flooded along the communal area of shareholders; construction upgrade works irrigation of Dong Mo dam, Hang river pumping station to serve tourism activities are stable while reducing flooding in agriculture in the area