Advance in the local tourism through marketing approach : Case: Ho Chi Minh City, Vietnam
Nguyen, Thi (2013)
Nguyen, Thi
Savonia-ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201305219874
https://urn.fi/URN:NBN:fi:amk-201305219874
Tiivistelmä
The aim of this thesis was to research how marketing approach could be used to make the advance in the local tourism in Ho Chi Minh City, Vietnam. Obviously, the research revealed that tourism in Ho Chi Minh was facing a number of internal and external inadequacies of public inconveniences, flexibility of product quality/ prices, unprofessional staff, and limited budget. As a result, it was targeted at proposing some practical solutions to eliminate dissatisfaction of tourists.
This study began by assessing major theories of tourism marketing, including specific product characteristics and customer purchasing behavior elements. Based on this background, it involved potential resource of Vietnam in general and that of the city in particular. In order to evaluate the existing circumstances of tourism in Ho Chi Minh, both quantitative and qualitative methods were used. The online survey was delivered to the visitors through a direct link provided on popular travelling forums Fodor’s, Phuot. In addition, detailed data obtained through open-ended interviews to three top employers of this leisure industry was collected to give out overarching outcomes.
The result of research produced improvement ideas for positioning product differentiation such as making more investments, emphasizing the quality and raising some promotions. It also drew out the noticeable requirement of training staff. The next logical stage is launching the suggestion of Meetings, Incentives, Conventions and Exhibitions segment (MICE) by reason of the potentiality of physical elements in Ho Chi Minh City.
This study began by assessing major theories of tourism marketing, including specific product characteristics and customer purchasing behavior elements. Based on this background, it involved potential resource of Vietnam in general and that of the city in particular. In order to evaluate the existing circumstances of tourism in Ho Chi Minh, both quantitative and qualitative methods were used. The online survey was delivered to the visitors through a direct link provided on popular travelling forums Fodor’s, Phuot. In addition, detailed data obtained through open-ended interviews to three top employers of this leisure industry was collected to give out overarching outcomes.
The result of research produced improvement ideas for positioning product differentiation such as making more investments, emphasizing the quality and raising some promotions. It also drew out the noticeable requirement of training staff. The next logical stage is launching the suggestion of Meetings, Incentives, Conventions and Exhibitions segment (MICE) by reason of the potentiality of physical elements in Ho Chi Minh City.