Vietnam Destination Competitiveness Model

I. Introduction:

 Vietnam position in the World map: South East Asia (near Cambodia, Laos,
China, East Sea)
 Slogan the “Timeless Charm” – Meaning of the Slogan (Let’s find the charm
of Vietnam) Timeless” means time, diversity and longevity. This implies the
diversity and longevity of Vietnam tourism, tourists will need more and more
time to discovery the richness of Vietnam’s tourism products and services.
 Logo: a lotus in full blossom
Lotus represnts the beautiful characters of Vietnamese people
The new lotus has five petals in five different colors representing the country's
tourism products sea (bright green color) , ecology (green), culture, (yellow),
adventure (violet), and Vietnamese hospitality (pink).
 Video

II. Goal – Vision – Objective

1. Goal and Vision:

The Prime Minister on 18th February 2013 has approved the
National Tourism Action Plan period 2013 – 2020
By 2020, Viet Nam’s tourism aims to be a key economic industry with:
 high professionalism,
 modern and fairly synchronously-developed tourist infrastructure;
 high quality, competitive and diversified tourist products imprinted with
unique traditional cultural characteristics.
In 2020, the sector sets the targets to receive:
 10-10.5 million international arrivals
 47-48 million domestic tourists
 total revenue of USD 18-19 billions.

The specific objectives are:

 develop 20 typical and high quality tourism products by 2015 and 50
ones by 2020,
 giving priority to sea tourism, culture tourism, community-based tourism,
ecotourism…;
 to improve quality of 30% of tourism products by 2015, and 70% by 2020;
to support 30% of tour operators in developing tourism products…
In addition, series of activities will be implemented as:
  introducing and developing national tourism brand and seven tourism
zones;
 completing legal documents and policies related to tourism;
 consolidating organization, improving the capacity of tourism staff…
 bringing tourism towards sustainable development.

2. Market Structure
+ Principle Competitors: Thailand, Singapore, Malaysia
General Competitiveness 87/124. Lower than Singapore 8/124, Malaysia 31/124,
Thailand 43/124 (references + bang bieu) ???
+ Vietnam has high market potential to make tourism
become a major industry.
According to the Vietnam country report (re) of the Ministry of
Tourism…., in 2012 foreign arrival reached: 6.8 million, domestic
visitors: 32.5 million, tourism receipt: USD 7.7 billion
Table 1. The major indicators of Vietnam tourism in 2012
Number of foreign Visitor 6,847,678
Arrivals
Number of Domestic Visitors 32.5 million
Tourism Receipt US$ 7,629 million

+ Market Structure:
Target Market
Theo thong ke.
The Foreign Arrivals by Coutry of Residence:
 The North East Asian Countries, especially three ASEAN Partners
China, South Korea and Japan ranked the first three positions in
volume of Foreign visitor arrivals respectively. The other was Taiwan
(ranking 5th )
 Cambodia (6th ), Malaysia (7th ) and Thailand (9th ) were the three
ASEAN coutries among the topten countries sending most visitors to
Vietnam.
 Foreign arrivals from the U.S, Australia and France were among the
topten table ranking 4th, 8th and 10th respectively.
+ Responsibility of Government in marketing and planning Vietnam
tourismthay goi la cai co quan gi I, tim lain he MO)

National Department of Culture, Sport & Tourism

(Planning, Give all decision (Vao trang web cua bo de xem)

Vietnam National Administration of Tourism (VNAT)

(Advisory the marketing plan and implementation of Tourism
Law ???

Provincial Department of Culture, Sport & Tourism

 Vietnam Tourism Asociation
Tourism Promotion Centers
Tourism Enterprises

Vietnam National Administration of Tourism (VNAT)

Director General assisting Units:
1. Travel Department
2. Hotel Department
3. Finance Department
4. International Cooperation Department
5. Personnel Organization Department
6. Tourism Marketing Department
7. Office

Subordinate Units:
1. Tourism Information Technology Center
2. Institute for Tourism Development Research
3. Vietnam Tourism Review
4. Tourism Newspaper
 3. Significant Destination Competitiveness Elements
According to Travel & Tourism Competitiveness Report 2011 from the World Economic
Forum (WEF), travel sector was ranked 14th in the region and 80th overall.

The significant destination competitiveness elements of Vietnam tourism are:

+ Rich cultural resources ( World Heritage cultural site – Ranked 36)

+ Natuaral resources (World Natural Heritage Site, diverse fauna –Rank 24)

Specificially, Vietnam has seven World Heritage sites recognized by the UNESCO –
the Complex of Hue Monuments, Ha Long Bay, My Son Sanctuary, Hoi An Ancient
Town, Phong Nha-Ke Bang National

+Price Competitiveness (Ranked 16)

III.Destination Competitiveness Model
Graph
Noi mot chut ve DC Model
IV. Core and Supporting Resources

1. Core Resources (Role of Resource)

DESTINATION COMPETITIVENESS & SUSTAINABILITY

Comparative Advantages Audit & inventory

Human Resources Maintainance
Physical Resources Growth and development
Knowledge Resources Efficiency
Capital Resources Effectiveness
Infrastructure and tourism superstructure
Historical and cultural Resource
Size of economy

Core Resources and Destination Destination Policy, Qualifying &

Attactions Management Planning & amplifying
Physography and Organization, Development determinants
Climate Marketing, Quality System Definition, Location , Safety
Culture & History of Service & Philosophy values, and Security, Cost/
Mis of Activities Experience, Vision, Positioning/ value, Inter???,
Special Events Information/ Branding, Awareness/ Image,
Entertainment Research, Human Development, Carrying Capacity
Superstructure Resource Competitive/
Market Ties Management, Collarborative
Finance & Venture Analysis,
Capital, Visitor Monitoring &
Management, Evaluation, Audit
Resource
Stewardship, Crisis
Management

2. Supporting Resources (Role of Resource)

Supporting Resources
Infrastructure
Accessibility, Facilitateting Resources, Hospitality, Enterprise, Political Will

3. Destination Environment –
Demansion of Destination Competitiveness (How good)
Ranking Graph

V. Strategy for enhancing and maintaining Destination Competitiveness and

Sustainability
Policy Document
Sources of Data
Core Resources and Attractions
Physography and Climate
Culture & History
Mix of Activities
Special Events
Entertainment
Superstructure
Market Ties
In some other studies about Vietnam tourism destination image, these ini-tial and frequent
attributes encourage tourist to select Vietnam as their destination is described following
in a table 4.1.1 below (re)
Destination image attributes of
Vietnam
Core- resources Supporting Resources
Good climate Cheap purchases
Exotic food, delicious cuisine Friendly people
Interesting local ways of life, rich culture New experience
Historical places, world heritage sites, Convenience
beautiful architectural buildings Cleanliness
Beautiful landscapes and beaches Relaxing atmosphere
Cultural festivals and events Safety, security
Souvenirs, handicraft items Political stability
History Tourism service quality
Adventure Tourism infrastructure
Accessibility (information

Liet ke ben tren

Gioi thieu + Ranking + Danh gia bieu hien cua tung mang ben duoi
Ranking chung: So luong khach den Vietnam trong nhung nam gan day so sanh voi cac
nuoc canh tranh trong khu vuc
Price:
Costs
The cost of travel in Vietnam varies from bargain basement to sky high, depending on
taste and comfort. Ascetics could just about get by on US$15 a day, while a conventional
budget traveller can live it up from US$25 to US$35. Midrange travellers can have a ball
from US$50 to US$150 a day, staying comfortably, eating well and travelling flexibly. At
the top end, spending US$250 or more a day, anything is possible. Vietnam is not quite
as cheap as it used to be thanks to rampant inflation, but it is still a great deal compared
with many parts of the world.
The official currency is the Vietnam dong (d), but the US dollar is pretty widely accepted.
In tourist centres, most hotels will accept either, while other businesses may prefer dong.
As you venture off the trail, make sure you are packing plenty of local currency. Rooms
start from as little as US$5 in busy tourist centres. Spending US$10 to US$30 will boost
the comforts quickly, and rooms will generally include air-con, satellite TV, fridge and hot
water. Make the step up to US$50 and three-star frills are available. At US$100 and
above, it’s five-star territory in many destinations, although Hanoi and Ho Chi Minh
City (HCMC) tend to be more expensive than the provinces. Don’t be afraid to negotiate
for a discount if it is low season or if numbers are down.
Dining out is where Vietnam comes into its own. Surfing the street stalls and markets,
meals can be found for US$1 or less. Local restaurants are more comfortable and you
can eat well for between US$2 and US$5. Then there are the Vietnamese gourmet
restaurants, where you can still only spend around US$15 with drinks; with the right
wines you could easily spend US$50.
Domestic flights are quite good value for longer journeys, particularly with lowcost carrier
Jetstar Pacific on the scene. A one-way ticket from Hanoi to HCMC is around US$100,
although Jetstar can be cheaper. Trains are great value and overnight sleepers are a
good way to cover long distances like Hanoi to Hue or HCMC to Nha Trang.
Bus travel is a bargain by Western standards, as long as you manage to pay the local
price. Public buses between major destinations have fixed fares, but for bus travel in
remote areas, overcharging is the rule. For maximum flexibility, many travellers prefer to
rent a car or 4WD and go exploring with a guide. Costs run from about US$30 around
town to US$100 or more a day up-country (including the driver’s food and lodging). A
guide costs from US$15 to US$50, depending on the destination.
Foreigners are sometimes overcharged, particularly when buying souvenirs and
occasionally in restaurants. Transport prices are sometimes bumped up to several times
the Vietnamese price. However, don’t assume that everyone is trying to rip you off.
Despite widespread poverty, many Vietnamese will only ask the local price for many
goods and services.

Read more: http://www.lonelyplanet.com/vietnam/practical-information/money-

costs#ixzz329ic8cNo
Cost of Living Comparison
Between Bangkok and Hanoi

You would need around 44,551,379.50₫ (2,106.95$) in Hanoi to

maintain the same standard of life that you can have
with 2,700.00$ in Bangkok(assuming you rent in both cities). This calculation uses
our Consumer Prices Including Rent Index.
Indices Difference
Consumer Prices in Hanoi are 5.25% lower than in Bangkok
Consumer Prices Including Rent in Hanoi are 21.96% lower than in Bangkok
Rent Prices in Hanoi are 53.50% lower than in Bangkok
 Restaurant Prices in Hanoi are 12.18% lower than in Bangkok
Groceries Prices in Hanoi are 24.52% lower than in Bangkok
Local Purchasing Power in Hanoi is 41.88% lower than in Bangkok

Hanoi Difference
Bangkok

Restaurants [Edit] [Edit]

+15.42
Meal, Inexpensive Restaurant 1.84 $ 2.13 $
%
Meal for 2, Mid-range Restaurant,
18.44 $ 14.19 $ -23.06 %
Three-course
Combo Meal at McDonalds or Similar 4.35 $ 3.78 $ -12.99 %
Domestic Beer (0.5 liter draught) 1.84 $ 0.71 $ -61.53 %
Imported Beer (0.33 liter bottle) 3.07 $ 2.01 $ -34.60 %
Cappuccino (regular) 1.95 $ 2.10 $ +8.09 %
Coke/Pepsi (0.33 liter bottle) 0.54 $ 0.51 $ -5.34 %
+23.35
Water (0.33 liter bottle) 0.31 $ 0.38 $
%

http://www.numbeo.com/cost-of-living/compare_cities.jsp?
country1=Thailand&city1=Bangkok&country2=Vietnam&city2=Ho+Chi+Minh+City&d
isplayCurrency=USD
Indices Difference Consumer Prices in Ho Chi Minh City are 10.20% lower than
in BangkokConsumer Prices Including Rent in Ho Chi Minh City are 20.84% lower than
in BangkokRent Prices in Ho Chi Minh City are 40.90% lower than
in BangkokRestaurant Prices in Ho Chi Minh City are 2.49% higher than
in BangkokGroceries Prices in Ho Chi Minh City are 28.85% lower than
in BangkokLocal Purchasing Power in Ho Chi Minh City is 41.59% lower than
in Bangkok
1. Exotic food, delicious cuisine
Gastronomy (food style): co bao nhieu vung am thuc + dac trung. Cac mon an noi
tieng the gioi. Video Am thuc Ha Noi

2. Interesting local ways of life, rich culture

Leisure Activities: Lifestyle: Tap the duc buoi sang ven ho Hoan Kiem. Thoi diem
nay: mng di boi o Ho Tay va Song Hong, cau ca dem.
Cac toi quen o trong nam va ngoai Bac: tra da, ca phe via he.
Cho noi

3. Historical places, world heritage sites, beautiful architectural buildings

Superstructure
 Distinctive architecture: Dac diem kien truc chung: Yeu nhung gin ho be don gian
tinh te
+Kien truc co: Hue
+ Kien truc Phap: Hanoi
+ Kien truc My: TP HCM toa nha hoa sen cao nhat thanh pho Hochiminh

World Heritage Sites[edit]

Thiên Đường Cave in Phong Nha-Kẻ Bàng National Park, Quảng Bình Province
Huế, Hội An, Mỹ Sơn (Quảng Nam Province),Hạ Long Bay (Quảng Ninh
Province), Phong Nha-Kẻ Bàng National Park (Quảng Bình Province), Imperial
Citadel of Thăng Long(Hanoi) and Citadel of the Hồ Dynasty (Thanh Hóa
Province).
National tourist area[edit]
Vietnam now has 21 national tourist area up to 2008, is the major tourist sites
that are state recognized:
Sa Pa (Lào Cai), Ba Bể (Bắc Kạn), Hạ Long Bay – Cát Bà Island (Quảng
Ninh, Hai Phong), Ba Vì National Park (Hanoi), Perfume Pagoda (Hanoi), Cổ Loa
Citadel (Hanoi),Tam Cốc-Bích Động (Ninh Bình), Kim Liên (Nghệ An), Phong
Nha-Kẻ Bàng National Park(Quảng Bình), Ho Chi Minh trail (Quảng Trị), Lăng
Cô – Hải Vân Pass – Non Nuoc (Thừa Thiên–Huế and Da Nang), Hội An (Quảng
Nam), Van Phong Bay (Khánh Hòa), Phan Thiết– Mũi Né (Bình Thuận), Dankia –
Yellow Springs, Lake Tuyen Lam (Lâm Đồng), For Hours (Ho Chi Minh City), Côn
Đảo (Bà Rịa–Vũng Tàu), Long Hai beach (Bà Rịa–Vũng Tàu),Phú Quốc (Kiên
Giang), Biosphere Reserve Cape Cà Mau (Cà Mau).
Cities[edit]
Top ten cities for tour: Hanoi – the capital, Ho Chi Minh City – the largest city in
Vietnam,Hai Phong – third largest city, Da Nang – the largest city in central
Vietnam, Cần Thơ – the largest city in Mekong Delta (4th in Vietnam), Huế –
Capital of Vietnam during the Nguyễn Dynasty, Nha Trang – One of largest cities
in the South Central Coast, Phan Thiết– with Mui Ne, "Resort capital of Vietnam",
[10]
Da Lat, Vũng Tàu.
Vietnam keeps emerging as an attractive destination. In the Tripadvisor's list of
top 25 destinations Asia 2013 by travelers' choice, there are 4 cities of Vietnam
namely Hanoi, Ho Chi Minh city, Hoian and Halong

4. Beautiful landscapes and beaches

National parks of Vietnam[edit]
Vietnam has 31 national parks: Ba Bể, Ba Vì,Bạch Mã, Bái Tử Long, Bến
En, Bidoup Núi Bà, Bù Gia Mập, Cát Bà, Cát Tiên, Chư Mom Ray, Chư Yang
Sin, Côn Đảo, Cúc Phương, Hoàng Liên,Kon Ka Kinh, Lò Gò-Xa Mát, Cape Cà
Mau, Núi Chúa, Phong Nha-Kẻ Bàng, Phú Quốc,Phước Bình, Pù Mát, Tam
Đảo, Tràm Chim, U Minh Hạ, U Minh Thượng, Vũ Quang, Xuân Sơn, Xuân
Thủy, Yok Đôn.
Man and the Biosphere Programme[edit]
Vietnam has eight zones world biosphere reserve: Red River Delta (Ninh
Bình, Nam Định, Thái Bình), Cát Bà National Park (Hai Phong), western Nghệ
An, Cu Lao Cham Marine Park, Cape Cà Mau National Park (Cà Mau), Cát Tiên
National Park (Đồng Nai) and Cần Giờ (Ho Chi Minh City).

Cac bai bien noi tieng + Nha Trang duoc menh danh la bai bien ntn Tripadviser (trang
web ma thay de cap toi)
Hanoi

Hanoi is famous for its tranquil lake settings, French-colonial architecture, ancient
temples, delectable cuisine and as the resting place of the revered former leader,
Ho Chi Minh.

Halong Bay

Halong Bay is a place of surreal beauty, with ethereal limestone islands jutting out
of jade waters and atmospheric caves and grottoes carved out by time.

Hanoi
 With a vibrant Old Quarter to explore, delicious food to discover and a city where
ancient meets modern with ease, no wonder Hanoi is a favourite with travellers.

Hue

As the former imperial capital of Vietnam, Hue holds the treasures of Vietnam's
royal past and is a curious mix of bustling streets and tranquil settings.

Hoi An

With lantern-lit streets, vibrant markets, skilled tailors, artisan shops, ancient
houses, colourful temples and beautiful smiles, Hoi An is a Vietnamese
wonderland.

Nha Trang

Nha Trang is a charming town on Vietnam's southeast coast with pristine beaches,
consistently good weather, a vibrant nightlife and excellent diving.

Ho Chi Minh City

Formerly known as Saigon, Ho Chi Minh City is an exciting and dynamic city
brimming with street vendors, cyclos, temples, shops and colonial architecture.

Vietnam Adventure information and

Read more: http://www.lonelyplanet.com/vietnam/tours/small-group-

tours/vietnam-adventure#ixzz329nJNugn
5. Cultural festivals and events
Culture & History:
Dac diem chung: Nen van minh lua nuoc, ven bien va nhiet doi
Destination:
 Art/ Music: Cheo tuong, Nha nhac, cung dinh Hue (Di san van hoa the gioi), mua
 Religion : Buddism – Pagodas and temples (Picture)
 Style of dress
Special Events
+ Mega
+ Hallmark
 + Major Event
+ Minor/ Community-based

6. Souvenirs, handicraft items

Handicraft: Wide range of handicraft: ceramic, silk,.. (gioi thieu san pham va tang
cac ban san pham thu cong Vietnam

7. History

8. Adventure

Mix of Activities
Entertainment

9. Good climate
10. Physography and Climate
Good climate
Tropical Cilmate
Degree: ..
Du lich tranh ret
A study of Vietnam geography will reveal many important aspect of the country. Vietnam
has a tropical climate in the south and monsoonal weather in the north. The monsoonal
climate of Vietnam is often accompanied with spells of showers. The rainy season
begins in May and the dry spells start from the month of October. Occasional typhoons
along the Mekong River delta is one of the major natural hazards of the country.
which is often accompanied with spells of showers. The rainy season begins in May
and the dry spells start from the month of October.

The climate of Vietnam changes every year due to the influence of monsoon and
complicated landscape. The country experiences a high temperature. The average
temperature differs from place to place. Vietnam has an annual average temperature in
between 22°C to 27°C. During summer, Sapa and Dalat experience a high temperature
of 20°C.

Vietnam Climate

Vietnam climatemainly consists of two seasons, cold, hot and rainy season. The
country experiences 100 rainy days with average rainfall ranging from 1500 to 2000 mm.
The northern region of the country experiences four main seasons namely, Summer,
Autumn, Spring, Winter. Compared to other countries, Vietnam experiences colder
climate in winter and less hot climate in summer.

Hanoi, a major city, enjoys spells of shower from May to September and the dry season
extends from May to September. The annual average temperature in Hanoi is 23.2°C
and it experiences a temperature of about 17.2°C in winter.
Visas
Tourist visas allow visitors to enter and exit Vietnam at Hanoi, HCMC
and Danang airports airports or at any of its plentiful land borders, shared
with Cambodia, China and Laos.
Tourist visas are valid for a single 30-day stay. The government often talks about issuing
visas on arrival to certain favoured nationalities, but as yet this sensible scheme has
failed to materialise beyond the immediate Asean neighbours. Arranging the paperwork
for a Vietnamese visa has become fairly straightforward, but it remains expensive and
unnecessarily time-consuming. Processing a tourist-visa application typically takes four
or five working days in countries in the West.
It is possible to arrange a visa on arrival through a Vietnamese travel agent. They will
need passport details in advance and will send a confirmation for the visa to be issued at
your airport of arrival.
In Asia the best place to pick up a Vietnamese visa is Cambodia, where it costs around
US$30 and can be arranged the same day. Bangkok is also a popular place as many
agents offer cheap packages with an air ticket and visa thrown in.
If you plan to spend more than a month in Vietnam, or if you plan to exit Vietnam and
enter again from Cambodia or Laos, arrange a three-month multiple-entry visa. These
cost around US$95 in Cambodia, but are not available from all Vietnamese embassies.
In our experience personal appearance influences the reception you receive from airport
immigration – if you wear shorts or scruffy clothing, or look dirty or unshaven, you can
expect problems. Try your best to look ‘respectable’.
Business visas
Business visas are usually valid for three or six months, and allow multiple entries and
the right to work. Getting a business visa has now become cheap and easy, although
prices are about double those of a tourist visa. It is generally easier to apply for a
business visa once in Vietnam, after having arrived on a tourist visa. Or pick one up
in Cambodia.
Re-Entry Visas
It’s possible to enter Cambodia or Laos from Vietnam and then re-enter without having to
apply for another visa. However, you must apply for a re-entry visa before you leave
Vietnam. If you do not have a re-entry visa, you will have to go through the whole visa
process again.
Re-entry visas are easiest to arrange in Hanoi or HCMC, but you will almost certainly
have to ask a travel agent to do the paperwork for you. Travel agents charge about
US$25 for this service and can complete the procedure in a day or two.
Student Visas
A student visa is usually arranged after your arrival. It’s acceptable to enter Vietnam on a
tourist visa, enrol in a Vietnamese language course and then apply at the immigration
police for a change in status. In reality, the easiest way to do it is to contact a travel
company and have them help you make the application.
Visa Extensions
If you’ve got the dollars, they’ve got the rubber stamp. Tourist-visa extensions officially
cost as little as US$10, but it is easier to pay more and sort this out through a travel
agency. Getting the stamp yourself can be a bureaucratic nightmare. The procedure
takes two or three days and you can only extend one time for 30 days.
In theory you should be able to extend your visa in any provincial capital. In practice it
goes smoothest in major cities, such as HCMC, Hanoi, Danang and Hue, which cater to
regular visitors.

Read more: http://www.lonelyplanet.com/vietnam/practical-

information/visas#ixzz329mQzLDu

III, Weakness
Ben canh danh gia tot con co cac muc thieu sot, bi danh gia xau nhu:
However, factors serving the development and preservation of these
advantages are weak. Vietnam ranks low in criteria for transport and
tourism infrastructure. The country’s road quality is 102/133, 99
grades below Singapore and 70 below Thailand. Vietnam also ranks
92nd in quality of aviation infrastructure, 91 grades below Singapore
and 64 less than Thailand.
The report shows that the environmental situation in Vietnam needs to
be improved. Vietnam’s quality of natural environment is nearly at the
bottom (122nd).
Còn năng lực cạnh tranh kém nhất của du lịch VN là quy đ ịnh và
chính sách 101/124, y tế và vệ sinh 94/124 và hạ tầng chung về du
lịch xếp 121/124 nước có nghĩa là về hạ tầng du lịch chúng ta còn
thiếu và yếu được xếp ở cuối bảng xếp hạng.

IV, Recomandation:
Định hướng nâng cao năng lực cạnh tranh điểm đến du lịch VN
Đổi mới và không ngừng hoàn thiện khung pháp lý và các chính sách
liên quan đến du lịch như chính sách tiền tệ, chính sách đầu tư, xuất
nhập cảnh, hải quan theo hướng tạo mọi thuận lợi cho du khách.
Rà soát lại toàn bộ hệ thống quy phạm pháp luật để phát hiện
những bộ luật nào chồng chéo, mâu thuẫn thì hủy bỏ, đổi m ới và
không ngừng hoàn thiện môi trường pháp lý và các chính sách liên
quan đến du lịch như tỷ giá hối đoái, chính sách đầu tư, từng b ước
nới lỏng chính sách thị thực một cách hợp lý phù hợp với những
cam kết của VN khi gia nhập WTO và luật Đạo đức du l ịch th ế gi ới
của UNWTO theo hướng tạo điều kiện thuận lợi nhất cho du khách.
Xây dựng chiến lược cạnh tranh điểm đến cả trung và dài hạn để nâng
cao năng lực cạnh tranh của VN như một điểm đến mới đầy hấp dẫn
của khu vực và thế giới.
Trên cơ sở phân tích điểm mạnh, điểm yếu, cơ hội và thách th ức
của du lịch VN tiến hành xây dựng chiến lược marketing du lịch
cho du lịch VN đến năm 2015 và tầm nhìn đến năm 2020 ; trong đó
phải xác định được những thị trường du lịch trọng điểm, với thế
mạnh về đa dạng sinh học, địa hình, bản sắc văn hóa và truy ền
thống lịch sử oai hùng xây dựng chiến lược sản phẩm du l ịch theo
hướng du lịch biển, du lịch sinh thái kết hợp với du l ịch v ăn hóa,
lịch sử để tạo ra những sản phẩm du lịch độc đáo hấp dẫn du khách
của những thị trường trọng điểm này.

+Đầu tư phát triển nguồn nhân lực du lịch để nâng cao tính chuyên
nghiệp và nâng cao chất lượng dịch vụ.Có thể nói rằng, nguồn lực
con người là yếu tố quan trọng nhất mang tính quyết định để nâng
cao năng lực cạnh tranh, nâng cao chất lượng sản phẩm và chất
lượng dịch vụ du lịch. Đó là đội ngũ lao động đủ về số lượng, cơ cấu
hợp lý, cân đối, được đào tạo bài bản về chuyên môn, nghiệp vụ, có
tính chuyên nghiệp cao, có phẩm chất đạo đức tốt, yêu nghề.Muốn
vậy Nhà nước phải tăng cường sự quản lý về công tác đào t ạo, b ồi
dưỡng nhân lực du lịch, từng bước chuẩn hóa đội ngũ lao đ ộng
trong ngành du lịch trong tất cả các lĩnh vực và ngành nghề du lịch
theo yêu cầu thực tế ở trong nước, phù hợp với hệ thống tiêu chuẩn
quốc tế trước hết là bộ tiêu chuẩn nghề của hiệp hội du lịch ASEAN
để tạo điều kiện hội nhập quốc tế của đội ngũ lao động du lịch. Do
vậy phải phát triển mạng lưới cơ sở đào tạo, bồi dưỡng với cơ sở vật
chất tốt để đào tạo, bồi dưỡng đảm bảo sự cân đối giữa các c ấp,
bậc đào tạo, ngành nghề đào tạo và có sự phân bố h ợp lý gi ữa các
vùng miền; tăng cường huy động và sử dụng hiệu quả các nguồn
lực trong và ngoài nước nhất là dự án phát triển nguồn nhân lực du
lịch VN do Ủy ban châu Âu tài trợ.

Đầu tư phát triển cơ sở hạ tầng đặc biệt là cơ sở vật chất kỹ thuật của
ngành du lịch với nhiều hình thức huy động vốn khác nhau.
đánh giá năng lực cạnh tranh ở phần trên chúng ta thấy rằng cơ sở
hạ tầng du lịch còn thiếu và kém chất lượng nhất là thiếu trầm
trọng các khách sạn cao cấp, các trung tâm hội ngh ị l ớn, các
trung tâm mua sắm, trung tâm vui chơi giải trí phục vụ khách du
lịch MICE; còn thiếu nhiều đường bay thẳng đến với các nước đã
làm cho phí máy bay cao hơn so với các nước trong khu vực . Do
vậy Nhà nước phải có nhiều cơ chế, chính sách để khuyến khích và
thu hút vốn đầu tư khác nhau từ các thành phần kinh tế đ ể xây
dựng cơ sở hạ tầng du lịch.
Xây dựng và phát triển hệ thống sản phẩm du lịch đa dạng và độc đáo
mang đậm bản sắc văn hóa VN, đảm bảo phát triển du lịch bền
vững.Tài nguyên du lịch VN rất đa dạng cả về tài nguyên thiên
nhiên cũng như tài nguyên nhân văn nhưng do phát triển thiếu quy
hoạch và định hướng do đó chúng ta đã làm ảnh hưởng đến môi
trường và phá vỡ tính gắn kết giữa tài nguyên nhân v ăn và tài
nguyên thiên nhiên, chính điều này chúng ta làm mất đi những sản
ôâ
phẩmđôc đáo và mang đâm bôn sâc van hóa VN mà măi chă đ ơt iaơ
mưc đô khai thác nh ôư
ô ng gì săn có, cho nên san ph âm du l ich VN
êâ
còn đơn điêu làm du khách quêô c tê cam nhân nhàm chán, điâê u này
giai thích vì sao ê
ti l ê du khách qu êô c tê tr ơ l ai lân thư hai là r ât
thâp. Do vậy xây dựng sản phẩm du lịch đa dạng và độc đáo đảm
bảo phát triển bền vững là nhân tố quan trọng để năng cao năng
lực cạnh tranh của du lịch VN.

Đẩy mạnh công tác nghiên cứu thị trường, xây dựng thương hiệu điểm
đến và hoạt động xúc tiến du lịch trên thị trường du lịch thế giới.
Việc này đòi hỏi phải thực hiện một cách hệ thống đồng bộ từ
nghiên cứu thị trường, xây dựng sản phẩm, chương trình du lịch,
xây dựng thương hiệu cho đến quảng bá sản phẩm. Việc này cần
phải thực hiện trên cơ sở phối hợp, hợp tác chặt chẽ giữa Tổng cục
Du lịch, các sở văn hóa, thể thao và du lịch, các doanh nghiệp l ữ
hành, khách sạn nói riêng và các Bộ ban ngành khá c nói chung
thì công tác xúc tiến và quảng bá du lịch mới có hiệu quả.

Solutions to develop sustainable tourism

(TITC) – According to Mr. Nguyen Van Tuan – General Director of the

Vietnam National Administration of Tourism, during the last two decades,
Vietnam tourism has strongly grown; representing an impressive annual
growth of 12%; contributing to developing national economy, eradicating
hunger and poverty, ensuring social security, preserving and upholding
cultural values, protecting environment, maintaining national security.
However, the current tourism development still faces many challenges,
especially the competitiveness of destinations and sustainability.

In order to form effective policies for responsible tourism in Vietnam

Impressive development of “smokeless industry”

In 2013, the national and world economies face many difficulties while Vietnam
tourism maintains remarkable growth. Vietnam tourism achieves positive results
in terms of scale, diversity and quality.

+Infrastructure in general and tourism infrastructure in particular are improved

significantly; air, waterway, road traffic systems have been invested continuously;

+form several tourist destinations and areas will be formed

country will have 46 national tourist areas, 41 national tourist spots, 12 tourist
cities and other local tourist spots, areas.
+Tourism’s human resource has been developing constantly. Thanks to its
impressive development, tourism continues to be considered as a key economic
sector.
+Prime Minister Nguyen Tan Dung signed decision 2151/QD-TTg on November
11 approving the National Tourism Promotion Program for the period 2013-2020.
Accordingly, the program is expected to contribute to reaching the objectives of
the Vietnam tourism development strategy and master plan to 2020 and vision to
2030.

Responsible tourism creates the sustainability

To overcome the challenges that affect sustainable tourism development, at the

conference, the delegates gave proposals to develop effective policies for
responsible tourism in Vietnam. Responsible tourism is understood as the
responsibility of the organizations and tourists in terms of economic, social and
environmental aspects in all tourism activities including defining policies, planning
and exploiting natural resources, developing products, organizing business and
serving tourists.

In order to create the sustainability for tourism sector, responsible tourism policy
should be institutionalized in the Tourism Law and the legal documents guiding
the implementation of the Tourism Law, also be integrated in the strategy,
programs, projects and plans for tourism development. According to Mr. Vu The
Binh – Vice President of Vietnam Tourism Association, some contents of the
Tourism Law should be amended. It is necessary to reconsider tourism planning,
focus on encouraging tourism investment, facilitate tourists, ensure safety for
tourists…
6 CONLCUSION
Tourism is unlike any other product; it is very complex to build brand be-cause it is
largely intangible. Thus, creating tourism destination image as a recognized branding is
add tangible values to its services. The biggest challenge is to create a unique, memorable
image in customer‟s perception positively. The core concept of destination
image is consists of individual attributes in holistic image. It
includes functional, psychological factors in common-unique dimension.
It is impossible to change the physical attrib-utes of destination but
the holistic image which is perceived by customer can be oriented
regarding to personal experience, education and knowl-edge and
particularly information gained from media. Each type of media has its
own strengths and limitations. It all depends on the level of possi-
bility that target customer can access. The main aim of media usage in
Marketing Vietnam‟s Tourism 46
marketing destination is sending the right message of image to right audi-ences. Hence,
the issue of selecting effective and efficient media type in-fluence strongly on the overall
result of marketing strategy.
References
1. Vietnamese Government determine Vietnam Tourism Development
Vision
http://www.chinhphu.vn/portal/page/portal/English/strategies/strategiesdetails
?categoryId=30&articleId=10051267
2. National Tourism Action Plan period 2013 - 2020 approved