Assessing marketing strategies to attract oversee visitors. A Case study of Vietnam Tourism Industry
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In this study we will try to explore the concept of marketing and assess different marketing strategies which have been followed in Vietnam for attracting oversee tourists. The main focus of the research will be to reflect on the significance of the tourism industry and how marketing activities can help in improving a nation as a brand in the global tourism arena. The research will also analyze the effectiveness of local bodies in the promotional activities for tourism.
TABLE OF CONTENTS
CHAPTER 01: INTRODUCTION7
Background of the Research7
Aims and Objectives9
Significance of the Study10
CHAPTER 02: LITERATURE REVIEW13
Needs, desires and demands14
Value and Satisfaction14
Suggested Marketing Strategies for Vietnam19
Branding the Right Assets19
Assessment of the Demand Conditions20
Tourism Industry of Vietnam24
Vietnam Tourism Marketing26
New Slogan and Logo29
CHAPTER 03: METHODOLOGY31
Types of research methods32
Method of data collection mixed32
Research action plan34
Reliability and Validity35
CHAPTER 04: RESULTS AND FINDINGS37
Descriptive Analyses Concerning the Visitor Profile37
Demographic, Socio-economic and Geographic37
Descriptive Analyses Concerning the Visitor Behaviour39
Visitors' Previous Travel Patterns39
ANOVA Test Statistics of Influence Attributes among international visitor with different demographic41
The Vietnam Tourism's Advantages and Disadvantages43
Vietnam's tourism promotion strategy47
Comparision of existing literature with our Study48
CHAPTER 05: DISCUSSION AND CONCLUSION50
Tourism Authority of Vietnam has long been the core organization that manages the promotion of tourism in the country.50
Research Question 150
Gambling and Internationalism in the Borderlands51
Research Question 253
CHAPTER 01: INTRODUCTION
Background of the Research
Tourism development in Vietnam started recently but has registered remarkable growth. Over the past ten years, the Vietnamese tourism has expanded 8 times in terms of the number of foreign visitors and 10 times compared to that of domestic tourists. According to an assessment by the World Travel and Tourism Council (WTTC) in conjunction with Oxford Economic Forecasting (OEF), Vietnam is positioned in the 6th place among the ten countries are expected to show growth in the travel and tourism sector worldwide during the period of 2007 to 2016. Experts estimate that the numbers of foreign tourists in Vietnam will double, reaching more than 7 million visitors in 2012.
The new head of Vietnam's Tourism Administration Hoang Tuan Anh (Hoang Tuan Anh) intends to sharply increase the flow of visitors to the country. He proposes to abolish the VAT on goods purchased by foreign tourists, employ foreign companies to promote tourism potential of Vietnam, and to abolish visas for citizens of all countries and ...