Assessing marketing strategies to attract oversee visitors. A Case study of Vietnam Tourism Industry

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ACKNOWLEDGEMENT

I would like to take this chance for thanking my research facilitator, friends & family for support they provided & their belief in me as well as guidance they provided without which I would have never been able to do this research.

DECLARATION

I, (Your name), would like to declare that all contents included in this thesis/dissertation stand for my individual work without any aid, & this thesis/dissertation has not been submitted for any examination at academic as well as professional level previously. It is also representing my very own views & not essentially which are associated with university.

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ABSTRACT

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

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 01: INTRODUCTION7

Background of the Research7

Problem Statement7

Rationale9

Aims and Objectives9

Research Question10

Significance of the Study10

Ethical consideration11

Thesis Outline12

CHAPTER 02: LITERATURE REVIEW13

Marketing13

Related Concepts14

Needs, desires and demands14

Value and Satisfaction14

Exchange15

Marketing Strategies15

Tourism Marketing17

Suggested Marketing Strategies for Vietnam19

Branding the Right Assets19

Assessment of the Demand Conditions20

Brand Vietnam22

Tourism Industry of Vietnam24

Vietnam Tourism Marketing26

Competition28

New Slogan and Logo29

CHAPTER 03: METHODOLOGY31

Research Design31

Types of research methods32

Method of data collection mixed32

Sampling32

Data analysis33

Research Limitations33

Ethical issues34

Research action plan34

Informed Consent35

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

Internal Consistency45

Factor Analysis45

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

Tourist decision53

Travel Decisions54

Conclusion54

REFERENCES59

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 ...