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, ....
Trang 1VIETNAM NATIONAL UNIVERSITY UNIVERSITY OF LANGUAGE AND INTERNATIONAL STUDY
FINAL REPORT CHUONG MY TOURISM MARKETING PLAN
Subject: English for Tourism
Hanoi, 2019
Trang 2CHUONG MY TOURISM MARKETING PLAN
1 Summary and Introduction
Tram Mountain and Phu Vinh trade village – Green tourism - the key to substainable tourism development
This is tour designed and built by our team This summary gives you a quick overview of the main points of the plan
a What we have done?
First of all, together we evaluate the criteria for selecting the appropriate location:
Geographical location: A convenient place for travelling by many different means of transportation that can help customers save time and their money
A place that can meet all basic living activities and necessary items
Security: Political situation is stable, security is well managed by the government, there are no social evils
Potential: The location must have untapped potential which can be used to develop long-term tourism in the future Futhermore, the place must have a long tradition of culture, there must have the potential to build real experiences
Target: This tour is aimed at many groups of customers: family, school, individual, group, domestic and foreign tourists
After listing the criteria, we proceed to select the location And we found that Tram mountain and Phu Vinh village are the places that match our criteria
We experiment with the selected site, we do sightseeing, evaluate, chat with people who have lived here for a long time and film a video
Then we work together to do a SWOT and PEST Analysis of these two locations
We embark in planning our tour formation
Trang 3b What we plan to do?
After important steps, we set up more specifically plan for our tour
We determine our tour purpose: We want to give our customers opportunities to experience craft village life, to make their own craft products, to clim, to go camping in Tram mountain Futhermore, throught our tour, customers can raise their knowledge with the stories that people spread by mouth from one generation to another created a unique culture, with a long history of Tram mountain, it represent Vietnamese history around the beginning of the 16th
century Tourism combine with education about culture and history for children
We build tourism processing, this timetable is suitable for everyone to enjoy all the activities of the trip
We start up the idea of marketing strategy with special offers, action plan and the idea of advertising strategy especially on social networking sites
c How you are going to get there?
We will pay special attention and evaluation in more detail about marketing and advertising strategy For example, we will invite famous singers to appear in promotional video to create great charisma for the masses We appreciate the importance of marketing and advertising strategy because through this means
we can attract investment capital and money to develop location and tour and many groups of potential customers
We will orient and develop tour towards cultural tourism and green tourism, this
is a new tourism trend – sustainable tourism, tourism development coupled with environmental protection
Researching more about special offers, activities that customers will participate
in which must attract their attention and interest Customers must see that they benefit from joining this tour
Trang 42 Marketing Objectives
General information about Chuong My tourism:
Profuse potentiality
Chuong My has a beautiful natural, good sightseeings and fresh atmosphere, such
as Tram mountain, Dong Van lake Chuong My has a long history and deeply cultural with many national monuments and historical monuments, Tram Gian Pagoda, Tram Pagoda, Hoa Tinh Pagoda and Thay Pagoda for instances
However, the exploitation is limited
According to the statistics of Chuong My District Culture and Information Department, although the number of Chuong My’s tourists has increased in recent years, it is very poor:
The total number of tourist 134,254 167,691 167,691 196,909
The number of international tourist 190 210 315 498
It has not been 1% of tourists to Hanoi per year
Causes
Material and technical conditions and infrastructure are inadequate and poor;
Resources have not been properly invested and exploited, so it has not attracted potential investors
Propaganda and promotion for Chuong My tourism is very poor, unable to organize tours to Chuong My
Therefore, we decided to implement a new and attractive Chuong My tourism plan
to promote Chuong My tourism and attract more tourists We make a short tour (24 hours travel), including 3 places: Tram Tram, Chua Tram and Phu Vinh bamboo and rattan village with many interesting practical activities
This tour's marketing program has the following objectives:
Trang 51 Increase the number of leisure tourists thus positively impacting tax revenues
on an annual basis; increase visitation by 15-20%
2 Increase the number of tourist visiting and learning about Chuong My tourism, thereby increasing the number of tourists who know the traditional culture, customs and products of Chuong My
3 Promote this tour as a viable and worthy journey of choice in the winter and spring (from October to March), especially capitalizing on traveling cultural tours
4 Maximize the marketing approach to increase visitors to Chuong My on festivals, holidays, and summer vacation (April to September) Create development opportunities and attract new investors
This tour is eco-tourism, the first and foremost goal is to provide a service that willl satisfy customers' needs, creating a comfortable and useful space After that, we can receive positive feedback and long-term cooperative relationships, promoting Chuong My tourism.
3 Situation Analysis
A SWOT Analysis
1 Strength
This location is near the center of the capital, which saves travel time, tourists can use a variety of means of transportation
Visitor have the opportunity to experience craft village life, to make craft products, to climb, to go camping or picnic in Tram mountain
A cheap tour
Tourism combine with education about culture, history for children
The products can replace plastic bags that helps protect the environment
Tourists can see the natural beauty, enjoy the quiet space of the temple This place is very suitable for relaxation
Trang 62 Weakness:
The Tram moutain is quite small and has few things for visitors to explore, which makes them boring
These places aren’t really well known, organizers need big expenses to invest in advertising, attacting tourists
Capital is limited and unstable, so the organizers should have more relationships with other partners, investors
The people in Phu Vinh village still lack experience in tourism, poor co mmunication with tourists, especially foreign tourists
Lack of human resources such as tour guides, interpreters and supervisors
Difficulties in attacting local workers
3 Opportunity
Current trend: What will you do on the weekend?
Weekends are wonderful holidays after a week of hard working Some will choose to rest at home with their family, others want to have short trips to relieve stress Short-day tours (1 day) to suburban places, which are not too far from big cities, will be the perfect choices for weekends
You can have new experiences, breathe fresh air, and also visit, go sightseeing, camping, with the combination of elements of cultural understanding, environmental protection, That is what travelers desire This is an opportunity
to develop the tour
Government policy: Government policy always aims to preserve and promote the culture of craft villages, orienting to use environmentally friendly products and protect the environment Tourism development exploits the strengths of localities, reducing disparities between regions and localities
Trang 7 Local: Local authorities have policies to call for investment, open the door to exploit and develop the inherent strengths and preserve the local craft village culture
4 Threats
About Phu Vinh village:
Labour force: many local people would like to work in modern industrial parks instead of continuing to keep and develop traditional trades
This problem has been leading to lack of traditional labour force
About Tram mountain:
Weather: in rainy days/season, we can’t go camping because it can be dangerous
This problem demands setting up the optimal plan, which suits kinds of weather
The attitude of people: some people who went camping here and local people, were littering everywhere Therefore, it will harm the environment
This situation requires the local management system giving plans of action to protect the environment strictly
B PEST Analysis
1 Politics
People's lives have many positive changes
Political situation is stable
2 Economics
The economy is moving from agriculture to service industrial economy
3 Social
Trang 8 Local people are friendly, hospitality and enthusiasm
Life is stable
Religious beliefs are valued and conserved
4 Technology
We will use information technology to communicate with customers
Our tour will be equipped with transportation facilities
We will equip with technical facilities to serve the management activities of the organization
C Aditional information on Trend
Some of the following trend are considered when we develop targeted promotions and programs:
Shorter Trips, Close to Home: In recent years, family travel is a trend that has
never cooled down After the weeks of hard work and fatigue, the pressing of air pollution and noise pollution in the city, a short day trip will be an opportunity
to reset yourself and have fun with your family Especially our locations is very convenient for the people of Hanoi capital, it takes about 1,5 hour to go by motobike from Hanoi center to Chuong My and only nearly 1 hour for the move
by bus or car Thanks to the proximity of geography, visitors can save our time, our money and can go frequently on the weekend and short holiday
Green Tourism: With alarming environment pollution in recent years, people
especially young generation are together raising awareness of environmental protection Green tourism is also known as a goal of sustainable tourism development in Vietnam Chuong My still has the original natural beauty so this will be a typical example for green tourism in Vietnam in particular and the world in general Futhermore, our bamboo and ranttan products will promote the restriction of plastic bags use and complete replacement in the future
Trang 9 A picnic for children: More and more schools organize picnics for students to
educate them about national cultural values Tourism combine with education about culture, history for children Real experience will help them improve their knowledge and national love
Web-based Travel Research and Planning: More and more travelers turn to
Internet for informationon travel destinations, room rates and availability, booking and other travel options so we will cooperate with famous booking sites such as Traveloka, Luxstay,… to promote tour information, homestay, hotels booking informations Any information that customers want to know can be contacted directly via online mailbox
4 Target Markets
Rather than offering a standard marketing strategy to everyone, it is much more efficient and economical to target a specific target market Before arriving at a decision, we can segment the market further, deciding upon the most likely demographic to benefit from a marketing strategy
Our target audience must not have a high socio-economic status as the level of disposable income is unrequired to be able to visit
Age can be a deciding factor when selecting the right demographic to fit a successful marketing campaign, therefore our range of age include roughly
16-35 Students, Foreigners, Families are our potential customers
5 Strategies
Product:
Inclusion:
Itinerary of coach
Meals as mentioned in the itinerary(lunch + BBQ in the evening) + Drinking water
Tour guide
Trang 10 Travel insurance
Exclusion
VAT
Tip/ Gratuity for guide and driver
Souvenir
Get picked up on the coach in the morning, we will come and hike to Phu Vinh trade village which has formed over 400 years, Phu Vinh’s products are famous domestically and internationally Moreover, passengers have the opportunity to experience craft village life, to make their own craft products and are provided the lunch Then, visitors move and climb, go camping in Tram mountain Tram mountain consists of 5 mountains and they are not too high When we reach the top
of the mountain, enjoy fresh lifes, watch the fields and peaceful villages, create a poetic setting
Special offers
We have sponsorship from craft workshops and craft souvenir shops around the area to obtain promotional packages for our customers with the goal of increasing the number of tourists, ensuring the non-holiday months still have a certain number
of visitors to stabilize the financial situation of the company and the local people However, we remain committed to quality assurance services to build trust for visitors
Groups of 5 or more will receive a discount coupon of 5%, the more crowded the more reduced In addition, they will be given a set of barbecue
Each family will be given a shopping basket made of bamboo
When you go from July to August, you will be discounted 20% per person This
is the time when there are many heavy rains and storms, the road to the mountain will be slippery, more difficult to travel
Old customers will be rewarded 10% for the next booking
Trang 11Using the popular social network’ as an integrated mix we can deliver a single consistent message Due to budgetary reasons (which we will discuss in further detail) it may be more economical to concentrate on delivering this message through advertising Advertising is non-personal and is used for mass consumption, usually through mass media Our primary marketing objective is to increase awareness and mass advertising by the social network and influencer would be the most efficient way of doing this, and can often be the cheapest option as the message is being delivered to the maximum people in the target market with sharing of certain percent number to Influencer
Action Plan
Goals Department Timescale
Develop task frame for two months marketing campaign
Set budget for marketing Financial campaign
Select media channels Marketing
Launch marketing Marketing campaign for a month
6 Tracking
This is marketing plan that we will apply to monitor and evaluate the effective of each marketing activities Here are some type of media we use :
Internet marketing: It is a type of media that can be used widely Through our Facebook fanpage, admins should be able to provide reports that indicate the number of click, interaction with the product Moreover, through online sites such as Facebook, Tripadvisor, Traveloka,Touristlink,… admins can follow customers feedbacks, comments Positive comments will also be pushed up to attract potential customers We will establish a team in charge of regular management, monitoring and reporting