Tiếng anh du lịch Marketing plan for My hill Hồ Đông Quan

Tiểu luận cuối kì final assignment điểm cao cho môn Tiếng anh du lich (English tourism) trường Đại học Ngoại ngữ . Nội dung bài tiểu luận bao gồm giới thiệu chung về tình hình du lịch, SWOT analysis, sample tour, ....

VIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF FOREIGN LANGUAGES & INTERNATIONAL STUDIES

FINAL COURSE ESSAY ENGLISH FOR TOURISM

MY HILL- HỒ ĐỒNG QUAN

Hanoi, 2019

I Introduction

“My Hill” is located on the road from Giong temple area through Biet Phu ThanhChuong, 35km from Hanoi center, it is the ideal destination to enjoy the fresh air ofthe wild nature “My Hill” has drawn a lot of attraction from young people,families of all ages They want to rest after hard working days at a peaceful, freshair area However, “My Hill” has not had effective policies to offer its potentials toconvince those guests Further, because Ho Dong Quan is close to Giong Templeand some other famous places and has no local development policies, it seems to

be forgotten and not widely known

II S.W.O T analysis of ecotourism destination “My Hill- Hồ Đồng Quan” – Sóc Sơn, Hà Nội

1 Strengths

- The location of “My Hill” is relatively convenient to the tourist

+ “My Hill” is close to the Hanoi and it is about 30-40 km from Hanoi center Theroad to this place is easy to go, not meandering, not steep and not dangerous.Tourists can easily find this location when using the map on smart phone

- Transports are convenient and not much cost

+ Everyone can go to “My Hill” by motorbike or by bus (bus 56 or bus 15) It onlytakes about 45-60 minutes to go to this place Visitors only need to spend 50,000VND to get to the place by motorbike and if visitors use the bus, the price will alsofluctuate in the same range

+ Tourists can also come to this place by car because of its parking available

- The price of ticket is quite reasonable, only 45,000 VND/people if tourists travelduring the day and 55,000 VND/people if tourists travel overnight (that fees arecheaper than other ecotourism areas)

- This place looks like a countryside, has not been exploited and renovated toomuch, there are some cottages that can sit and rest, see the lake, and can set up tent

to stay overnight

The beautiful little huts along the lake of My Hill

- The scenery is close to nature, there are many trees and the atmosphere is veryfresh and quiet and service providers in this location are very enthusiastic, friendlyand attentive

People plays in the forest

- Because there are lots of vacant land here, people can organize many games thatthey want to play such as traditional games Besides, there are many activitiesthatcan be enjoyed here such as fishing, mountain climbing, hill climbing,camping

Camping in the forest

- Services is good, the cost is not too expensive It is about 165.000 – 295.000VND/people; the supporters are always supporting tourists such as directions,preparing camping equipment, preparing food….whenever tourists need

2 Opportunities

- “My Hill” is close to the Hanoi and the road is easy to arrive, so traveling is notdangerous and especially for people who lives in Hanoi, going to this place doesnot take too much cost Therefore, they can save money for other things

- Today, many people want to relax after hard working days at a quiet and freshplace without losing much time to move, this is a place suitable for that need

- Because this place is close to nature, there are many beautiful scenes that aresuitable for taking photos Thus, it has opportunity to attract people who want totake photos for wedding or to take photos for class

- There is an opportunity to attract young people, who now tend to like traveling bymotorbike, camping, enjoy activities and eat outdoors Today, many people tend tolove the "eco-experience" form of travel and this form is also becoming a trend foreveryone especially young people Therefore, this is a good opportunity to "Myhill" can develop its potential.

- In addition, this place is suitable for organizing picnics for schools, especially forchildren Children who can experience fishing activities, teachers can organizegames for their students to play and guide them to visit the forest to learn aboutnature

 Because the lake is very large, it is possible to open boating activities forvisitors Moreover, the forests are quite large and pristine, so some places can beconverted into flower gardens Or it is possible to grow some fruit trees so visitorscan buy ticket and eat fruits

it does not meet the demand for tourists who want to stay overnight without setting

up camp Moreover, the destination does not have much capital from thegovernment and other businesses

- The bad and old gate will make visitors lose sympathy before going inside

- Advertising activities for this location have not been developed and noticed

- The website has not been fully developed, has not provided enough informationand no consulting services through the website, the information have just providedvia Facebook.

- Profession and specific orientation

The presenters are mainly the local without any profession skills in tourism andforeign languages They care about the profits rather than the ways to attracttourists In other words, the locals overlook the preservation of cultural heritageand lack technology to create attractive tourism products

Tourism work has no specific orientation and high qualification Presenters in

“My Hill” are mainly people who live here for a long time without any training intourism and their foreign language skills are limited because they are not trained in

to have complete management team

4 Threats

- Recent years, My Hill pottery are more and more well-known; however, My Hilltourism runs ineffectively There is no coordination with economic sectors My

Hill ecotourism only attracts domestic tourists, foreign tourists are not muchknown.

- There may be a lot of risk when tourists come to visit My Hill as it can drown,and there is not enough infrastructure to relax as well as overcome if there are sickguests or situations at risk out

There should be solutions to combat insect diseases and guide tourists to preventdiseases when participating in ecotourism

- There are many eco-tourism areas that grow up, provide better services that aremore comfortable and better planned and renovated

- Due to not being aggressively advertised like other places, there is no brand valueleading to not many people know “My Hill”

- The security here is not good, so many people will not want to stay overnight ormany schools do not want their students to visit the lake

- “My Hill” marketing campaigns are simply, less creative; the idea is not diverseand unprofessional Travelers are not connected to the other attractions

III Marketing plan to develop My Hill Tourism

- Estimated cost for marketing plan to develop My Hill

 Costs of making websites and videos: 20 millions

 Costs of brand ambassador is celebrities: for example, Sơn Tùng MTP: 5millions

 Cost of improving infrastructure and accommodation to meet the visitors’demands: 300 millions

+, buil hotel and homestay

+, fully equipped such as tents, trash…

+,build some fun models or photography areas for people to visit here…+, buy bycycle,life jacket,cockboat, float serving for fun activities

- Objectives

+ Bring images of My Hill to the world by promoting My Hill images throughmedia, social networks, travel channels, movies, even though people

+ Brand ambassador is celebrities: Sơn Tùng MTP is famous singer

+ Economic development in parallel with environmental protection

+ Preserve the pristine beauty of the place

+ Gaining a sustainable development in local tourism

+ Improving infrastructure and accommodation to meet the visitors’ demands + Developing the work force with high quality for tourism in My Hill – DongQuan

- Details

Importance of the campaign

+ Build the brand, images, slogan for My Hill

+ Develop and build content for the website of this place

+ Raise awareness of the locals about values of brand and tourism that may bringfor them

+ Develop tourism in the future

+ Determining the quality and service of My Hill eco-tourism in the market

This is the feeling of customers coming to My Hill compared to other ecotourismareas.

+ Differentiate its products in the market

My Hill need to define its distinctions compared to other tourism Or else,tourist just has an implicit look and does not visit the place Therefore, thehighlights of “My Hill” is a fundamental condition to define its tourism

Develop

Because of the main strengthens of My Hill is natural, pristine beauty andfresh atmosphere, the main determined product is camping activities, posing,filming, providing foods, renting camp, clothes It is necessary to provide plenty ofopportunities for visitors, including day and night activities

In the morning, people can enjoy the incredibly peaceful atmosphere and immerse

in the natural beauty, enjoy stunning sunset in Dong Quan Lake Then, they canenjoy group activities like team building, group games like paintball, and manytraditional folk games in Vietnam such as Keo Co, blind man's bluff, holdingoutdoor buffets, setting up tents, going hiking, going fishing, and so on Inaddition, because the lake is very large, it is possible to open boating activities forvisitors Moreover, the forests are quite large and pristine, so some places can beconverted into flower gardens Or it is possible to grow some fruit trees so visitorscan buy ticket and eat fruits

Besides, My Hill will provide renting bicycle for those who love driving inbeautiful roads with both sides of old tree Moreover, the highlight point of My hill

is holding campfire, that activities can help people close together and enjoy sense

of belonging group

Knowing My Hill's ecotourism area is very pristine, there should be adevelopment strategy We should develop souvenir products for visitors to visithere How to make unique souvenir products, attracting tourists, we must firstunderstand the area around here has traditional handicraft products, bearing thecharacteristics of the resort Thus, souvenirs will be very popular not only bydomestic tourists but also abroad.

Building many small play models at My Hill, creating useful activities forgroups or organizations to visit Equipment for tents, life jackets fully serve funactivities, avoid a case that occurs when participating in fun and relaxation

Not only do we create fun activities at ecotourism area but we also doactivities on the lake, boat activities (with full life jackets, buoys) unfortunatelythere is an accident on the lake

Equipment for daytime or evening camping must always be fully preparedand attentive Need to have a reasonable and most detailed plan for the rentalkitchen grill service as well as visitors must compensate if the product damage

My Hill also needs to produce products that suit the needs of customerswithin a range of areas, ensuring full service when visitors visit the resort here.Moreover, My Hill need co-ordinate with the travel agency to design tours to visitwhole region, visit temples and historical sites Therefore, they will have anunforgettable impression about diverse cultural values

Organize monthly festivals with useful activities, games, teamwork sessions.With the participation of celebrities, media companies, the number of people whoknow the competition and the festival will be increasingly crowded, visitors willalso visit on this occasion and My Hill will become a tourist attraction travel withnew changes in people's views

Upgrade infrastructure and protect the environment

First, to attract tourists to My Hill, we must build My Hill into an attractiveplace to make visitors desire to visit The number of foreign visitors to My Hill isvery low each year, visitors are mainly domestic tourists Thus, we need to attractboth domestic tourists and international tourists, young people by these followingsolutions:

+ Upgrade the infrastructure and accommodation to serve the tourist, operate with bus routes in the inner city to My Hill to have convenience and savetime of the visitor travelling from Hanoi The government should allocate funds forbuilding, fixing, upgrading, widening the road and making direction board for MyHill to help tourists easily find this place

co-+ The main activity at My Hill is to camp, sail on the lake and camp fire,thus firefighting equipment must always be available.

+ Establish the restaurants that serve traditional dishes of Soc Son, hotels,and entertaining places and yards to have a longer trip than other tourism

There should have a detailed plan to reconstruct to protect My Hill, how todevelop sustainable Moreover, the parking should be renovated systematically andmanaged better The contact system, medical facilities, and Internet access pointsneed installing to meet the need of the locals and tourist

The landscape need beautifying such as clean up, build the water stalls toserve tourists Building and refurbishing roads makes traveling easier However,the resort must still maintain its original and environmentally friendly features

We also impress with self-created zones so visitors can save beautifulmemories during the trip For example, it has beautiful flower bushes, simplecottages, animal models such as buffaloes, turtles and dolphins Beautiful photosposted on social networking is a unique way to attract visitors, PR about “MyHill”

Moreover, the campaign to renovate the scenery in My Hill includes create

"a resort in the forest" with beautiful small wind chimes to hang on high to makesound extremely merrily whenever the wind Imagine a wind chime with unique,impressive shapes, diversity colors will make the interesting, attracting for visitors

to visit Especially, visitors can create their own wind-bells and manually hang it

up Writing down their blessings and wishes in hopes of their health, wishes will

be true

My Hill needs to build water drains and wastewater treatment plants tocontrol air and water pollution Moreover, management should build more standard

public WC to meet the need of the visitor, especially in the market and otherdestinations.

The management need to impose some required laws on all tourist servingservices to protect the surrounding environment There will be severe punishmentsfor all visiting delegation and individuals break the laws Moreover, one importantthing is to raise the locals and tourists’ awareness of preserving the environment

Have competitive price

My Hill should have suitable prices for the products and reasonable price forservices including hotels, visits, tour price, delivery, and sales The price must beclearly and detail

Develop the high quality work force

There will be in need of detailed policies to attract human resources thathave the good ability and profession of management in tourism, especiallyoffspring of the locals Or My Hill can cooperate with some universities to educatethe locals about tourism management in short-term courses

The local government should benefit the tourist guide in My Hill Theyshould receive extra advantages especially those are the local Moreover, My Hillshould develop high-quality human resources Human resources not only learn butalso have experience in learning in big restaurants and hotels With good qualityand service will surely satisfy visitors

Take advantages of e-commerce

Advantages of developing My Hill as a camping site: That is a sustainabletourism that conserves the environment and improves the well-being of localpeople It follows six principles of ecotourism including minimize the impacts to