Marketing Strategies for Resort Tourism in Thanh An | Marketing du lịch | Đại học Tôn Đức Thắng
Thanh An is a beautiful island commune located north of Ho Chi Minh City, although it belongs to the city, it belongs to Can Gio district - where the world's mangrove biosphere is stored. Thanh An is not like other beauties of bustling entertainment spots but brings the beauty of wildness, rusticity and peace of a coastal countryside. Tài liệu được sưu tầm và soạn thảo dưới dạng file PDF để gửi tới các bạn cùng tham khảo, ôn tập đầy đủ kiến thức, chuẩn bị cho các buổi học thật tốt. Mời bạn đọc đón xem!
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TABLE OF CONTENTS
CHAPTER 1. INTRODUCTION.......................................................................4
CHAPTER 2. LITERATURE REVIEW...........................................................5
2.1 Definition of marketing......................................................................5
2.2 Marketing in tourism..........................................................................5
2.3 Market need........................................................................................5
2.4 Customer need....................................................................................6
2.5 Market Segmentation, Market Targeting, Market Position.............6
2.5.1 Market Segmentation.....................................................................................6
2.5.2 Market Targeting............................................................................................6
2.5.3 Market Position..............................................................................................7
2.6 Marketing 4P....................................................................................7
CHAPTER 3. THE TREND OF TOURISM PRODUCT CHOICE................8
3.1 Situation of the current resort tour in the market and proposing to develop a new product 8
3.1.1. Situation of the current tourism product.........................................................8
3.1.2. Proposing to develop a new product.............................................................9
3.2 Current status of resort tourism in Thanh An through SWOT model 10
3.2.1 Strengths...................................................................................................... 10
3.2.2 Weaknesses.................................................................................................11
3.2.3 Opportunities................................................................................................11
3.2.4 Threats.........................................................................................................12
3.3 Select the target market for the product..........................................14
CHAPTER 4. 4P MARKETING STRATEGY FOR PRODUCTS...............20
4.1. Product strategy...............................................................................20
4.1.1. Building tourism products in Thanh An........................................................20
4.1.2. Market vision...............................................................................................20
4.1.3. Product goal................................................................................................21
4.1.4. Identify product differences.........................................................................22 Page | 2
4.2 Price Strategy....................................................................................22
4.3 Place Strategy...................................................................................24
4.3.1. Distribution channel.....................................................................................25
4.3.2. Identify the unit, division of the distributor....................................................25
4.3.3. Distribution cost...........................................................................................26
4.4 Promotion Strategy...........................................................................26
4.4.1 Billboard Advertising.....................................................................................26
4.4.2 Take advantage of communication channels, social platforms with coverage
and connect with travelers.....................................................................................26
4.4.3 Establishing Home page and Website..........................................................27
4.4.4 Brand identity...............................................................................................28
4.4.5 Promote the organization of events and programs to attract tourists............29
4.4.6 Strengthening connections with travel companies and OTA........................29
4.4.7 Use capital efficiently....................................................................................29
CHAPTER 5. CONCLUSION..........................................................................30
REFERENCES..................................................................................................31 Page | 3 CHAPTER 1. INTRODUCTION
Thanh An is a beautiful island commune located north of Ho Chi Minh
City, although it belongs to the city, it belongs to Can Gio district - where the
world's mangrove biosphere is stored. Thanh An is not like other beauties of
bustling entertainment spots but brings the beauty of wildness, rusticity and
peace of a coastal countryside. People here live mainly by fishing and salt
making, so people often give each other words of deep concern, sharing and enthusiasm.
The long deep dikes across the island will help visitors feel more clearly the
wild and idyllic features and all these will help visitors relax, let their souls into
nature and receive the friendly treatment of the locals. coastal people.
Thanh An - Healing Oasis is a new tourism product aimed at tourists
looking for a place to relieve stress and want to experience new activities. Oasis
means a place away from the busyness of life, from the hustle and bustle of the
city to a peaceful place with beautiful natural scenery. This tourism product is
implemented by a research group of 6 Marketing subjects in tourism.
The research team will focus on the promotional aspects for this tourism
product to get effective promotion strategies and make tourism in Thanh An
develop stronger and attract more visitors. T a n Page | 4 CHAPTER 2. LITERATURE REVIEW 2.1 Definition of marketing
According to Marketing for Hospitality and Tourism “Marketing must be
understood in the sense of satisfying customer needs. If the marketer understands
customer needs; develops products that provide superior customer value; and
prices, distributes, and promotes them effectively, these products will sell easily”.
According to Philip Kotler "Marketing is the process by which companies
create value for customers and build strong customer relationships in order to
capture value from customers in return”.
According to Peter Drucker "Marketing
is a fundamental function that
cannot be considered in isolation. The entire operation of the business is
evaluated based on the end result, which means evaluation from the perspective
of the customer. The success of the business is not determined by the business but by the customer."
In addition to scientists, the American Marketing Association (AMA) has
defined marketing as "A social and managerial process by which these
individuals and organizations receive what they need through the creation and
exchange of products, value to other people, other organizations."
In general, marketing can be understood as the process of working with the
market to carry out conversations, in order to satisfy the needs and desires of the parties 2.2 Marketing in tourism
According to the World Tourism Organization (WTO), "Tourism marketing
is a management philosophy that, thanks to research, prediction and selection
based on the needs of tourists, it can bring tourism products to the market in
accordance with the purpose of earning a lot of profit for that tourism organization."
According to Robert Lanquar and Robert Hollier, "Tourism marketing is a
series of methods and techniques supported by a special and methodical spirit to
satisfy the unspoken or unspoken needs of customers, be it for leisure or other
purposes including household chores, work and meetings."
In short, tourism marketing is a process of research and analysis (customer
needs – tourism products – supply and support methods of the organization) to
bring customers to the products of the organization or business to satisfy the
needs of customers and satisfy profit goals. 2.3 Market need
Market Demand is understood as the needs and desires of customers for a
certain service or product in the market. According to analysts, market demand
lies at 3 levels: Need, Want and Demand, in which: Page | 5
Need: Human beings have many complex needs. These include basic
physical needs for food, clothing, warmth, and safety; social needs for belonging,
affection, fun, and relaxation; esteem needs for prestige, recognition, and fame;
and individual needs for knowledge and self-expression.
Want: Wants are how people communicate their needs.
Demand: People have almost unlimited wants but limited resources. They
choose products that produce the most satisfaction for their money. When backed
by buying power, wants become demand. 2.4 Customer need
The most basic concept underlying marketing is that of human needs. A
human need is a state of felt deprivation. Included are the basic physical needs
for food, clothing, warmth, and safety, as well as social needs for belonging,
affection, fun, and relaxation. There are esteem needs for prestige, recognition,
and fame, and individual needs for knowledge and self-expression. These needs
were not invented by marketers, but they are part of the human makeup.
2.5 Market Segmentation, Market Targeting, Market Position 2.5.1 Market Segmentation
The market consists of many types of customers, products, and needs. The
marketer must determine which segments offer the best opportunities. Consumers
can be grouped and served in various ways based on geographic, demographic,
psychographic, and behavioral factors. The process of dividing a market into
distinct groups of buyers who have different needs, characteristics, or behavior
and who might require separate products or marketing programs is called market segmentation. 2.5.2 Market Targeting
After a company has defined market segments, it can enter one or many of
these segments. Market targeting involves evaluating each market segment’s
attractiveness and selecting one or more segments to enter. A company should
target segments in which it can profitably generate the greatest customer value
and sustain it over time. A company with limited resources might decide to serve
only one or a few special segments or “market niches.” Alternatively, a company
might choose to serve several related segments-perhaps those with different kinds
of customers but with the same basic wants. Most companies enter a new market
by serving a single segment, and if this proves successful, they add segments.
Large companies eventually seek full market coverage. Page | 6 2.5.3 Market Position
Positioning is arranging for a product to occupy a clear, distinctive, and
desirable place relative to competing products in the minds of target consumers.
As one positioning expert puts it, positioning is “why a shopper will pay a little
more for your brand.” Thus marketers plan positions that distinguish their
products from competing brands and give them the greatest advantage in their target markets.
In positioning its product, the company first identifies possible customer
value differences that provide competitive advantages on which to build the
position. The company can offer greater customer value either by charging lower
prices than competitors do or by offering more benefits to justify higher prices.
But if the company promises greater value, it must then deliver that greater value.
Thus effective positioning begins with differentiation, actually differentiating the
company’s market offering so that it gives consumers more value. Once the
company has chosen a desired position, it must take strong steps to deliver and
communicate that position to target consumers. The company’s entire marketing
program should support the chosen positioning strategy. 2.6 Marketing 4P
After deciding on its overall marketing strategy, the company is ready to
begin planning the details of the marketing mix, one of the major concepts in
modern marketing. The marketing mix is the set of controllable, tactical
marketing tools that the firm blends to produce the response it wants in the target
market. The marketing mix consists of everything the firm can do to influence
the demand for its product. The many possibilities can be collected into four
groups of variables known as the four Ps: product, price, place, and promotion.
Product means the goods-and-services combination the company offers to
the target market. Price is the amount of money customers must pay to obtain the
product. Place includes company activities that make the product available to
target customers. Promotion means activities that communicate the merits of the
product and persuade target customers to buy it. An effective marketing program
blends all of the marketing mix elements into an integrated marketing program
designed to achieve the company’s marketing objectives by delivering value to
consumers. The marketing mix constitutes the company’s tactical tool kit for
establishing strong positioning in target markets. Page | 7
CHAPTER 3. THE TREND OF TOURISM PRODUCT CHOICE
3.1 Situation of the current resort tour in the market and proposing to develop a new product.
3.1.1. Situation of the current tourism product
Thanh An is an island commune located east of Ho Chi Minh City, about
70km east of the city center. Thanh An is a coastal commune, so people live
mainly by fishing and making salt. Most of the traffic here is not strongly
developed and people mainly travel by motorbikes, bicycles and rickshaws.
Thanks to that, the simplicity here is doubled because of the smallest and closest
things that many places will not have.
With the characteristics of the ecosystem here is the mangrove forest and
the culture of the people in the sea, the services that the locals provide to visitors
here are very rustic, simple but also very diverse. Currently, Thieng Lieng island
hamlet is considered as the first community tourism product in Ho Chi Minh
City. This place operates in the true sense of community tourism. With the
participation of local people contributing to tourism product development
activities. In the first phase of community-based tourism development in Thieng
Lieng, there were 16 auxiliary services to serve tourists such as sea food and
drinks, salt craft space, nostalgia space, homestay, and traditional music. relax, soak your feet…
This place is called a community tourism product because of the products
created by the local people such as food, entertainment activities in this place.
Most of the tourism business households in Thanh An island hamlet prepare their
own local dishes to entertain tourists when visiting.
Possessing a local natural and cultural ecosystem, Thanh An island
commune has been supported by authorities to develop community tourism. The
local government has commissioned a research team to analyze the development
potential in a very special island commune in Ho Chi Minh city.
When coming to Thanh An island hamlet, visitors will have to overcome
more than 20km of mangrove forests, experience the feeling of crossing the
biosphere reserve, and immerse themselves in nature. The difference when
coming here is not to go by big ferries, but tourists will go with fishermen to
reach Thanh An island commune, then they will move an extra boat with a shell
made by the people of the island. Thieng Lieng hamlet comes to pick you up.
With the characteristics from such means of transport, it has created a fresh
atmosphere for Thanh An island commune.
Based on natural and cultural conditions, limiting negative impacts on the
environment, Thanh An island hamlet is a suitable place to develop green
tourism. Besides, it also promotes the natural and cultural heritages, using
environmentally friendly products. Thanh An is an ideal destination to develop
green tourism because now with the ideal distance to travel between the city. Ho Page | 8 Chi Minh City Page | 9
and Thieng Lieng are shorter than other destinations. Transportation is by
waterway, the main occupation of the people is salt production, the rest is small
trading, fishing and aquaculture. To limit environmental pollution, the traffic of
the island commune is mainly small boats and bicycles running in the area. That's
why the air here is very fresh.
3.1.2. Proposing to develop a new product Wellness retreat
Currently, wellness retreat is one of the trends that people are interested in
because of the hustle and bustle of modern life, having to "spin" in the work
cycle, causing many people to experience prolonged stress or suffer from other
health problems. psychological illness. Wellness retreat is one of the options that
people are interested in to love themselves after stressful times. Especially after
two years of a pandemic, the importance of a healthy mind-body balance is more important than ever.
According to a report by the Global Health Institute (GWI), the growth rate
of the healthcare tourism industry has increased by an average of 21% per year
from 2020 to 2025. According to a survey by the Wellness Tourism Association
(Organization). World Health Tourism) in 2022, 76% of respondents want to
spend more on travel to improve health, 55% of people say they are willing to
pay more for medical activities. whether psychology combines tourism towards nature.
Wellness retreat helps us get away from the hustle and bustle of the city, to
peaceful lands, fresh air and less noise. Wellness retreats can be done in places
far from the city center. Hamlet Thieng Lieng can also implement this type of
tourism. However, it needs to be studied carefully to put it into practice. Thieng
Lieng is an island hamlet in Thanh An commune, Can Gio district, Ho Chi Minh
city. As a locality far from the inner city, the air is fresh and peaceful. It's very
fitting to heal in this place. However, it is necessary to train people to implement
this new type of tourism. Helping visitors brings comfort when experiencing. Ecotourism
Ecotourism is one of the most popular forms of tourism today because of
the nature of ecotourism, it is a type of tourism based on nature and indigenous
culture associated with environmental education, contributing to environmental
education. for conservation and sustainable development efforts with the active
participation of local communities. Hamlet Thieng Lieng is characterized by the
mangrove ecosystem of Can Gio. This place is called a UNESCO biosphere reserve.
Ecotourism in Thieng Lieng sounds quite new. However, it is similar to the
concept of community tourism. There is the contribution of local people to
participate in the development of tourism, besides preserving the natural and
cultural resources here. Eco-tourism will approach closer to nature, while Page | 10
community-based tourism will approach people closer to this place. Page | 11
3.2 Current status of resort tourism in Thanh An through SWOT model
Research, evaluate and analyze community-based tourism in Thieng Lieng
hamlet, propose to develop tourism types: ecotourism and healing tourism.
SWOT analysis to assess strengths, weaknesses, opportunities and threats to
develop tourism in Thanh An island commune, Can Gio district, Ho Chi Minh City. 3.2.1 Strengths
Thanh An island commune in Can Gio district, Ho Chi Minh City, Thanh
An is the only island commune of Ho Chi Minh City, located near Can Gio
tourist area, promoting the number of tourists from areas of Ho Chi Minh City
and surrounding areas, creating opportunities for Thanh An tourism development.
Thanh An commune has many suitable tourism resources to promote
ecotourism development, based on the report on assessment of tourism resource
potential in Thanh An commune, Can Gio district, according to practical survey
and reference. "The plan to build and develop a model of community-based
tourism in Thanh An Commune, Can Gio District in 2019" shows that the
commune has quite diverse tourism resources and products, especially
development in forest resources. suitable for ecotourism development. Tourism
resources and potential tourism products in Thanh An island commune
outstanding: Landscape of Long Tau estuary; Dike, embankment, Thanh An
coast; Mangrove Ecosystems; Residential practices; Spiritual beliefs; Salt
making, oyster farming, seafood processing;... Promote the development of eco-
tourism because the demand for eco-tourism is high from tourists from crowded
areas who need to participate in nature-experience tourism and resort tourism to
meet the demand. rest, suitable for the development of healing tourism in the commune.
Strengths in value of visiting and exploring the mangrove ecosystem: With
the natural conditions of development of the river system between mangrove
areas, it is suitable for ecotourism development in Thanh An island commune.
The culture and traditions of Thanh An island commune are quite rich with
traditional villages of the people: salt making, fishing, boat driving, etc. The daily
life and character of the local residents are sociable, friendly, enthusiastic,
impressive, comfortable and close to visitors.
The price of food, especially seafood in Thanh An commune, is suitable for
tourists, not affected by the price of tourism business. Prices for accommodation
services at people's homes, prices for transportation services are quite reasonable.
In the locality, there are no fees for sightseeing tickets, tourist attractions
are free and not too crowded to experience resort tourism here. Page | 12 3.2.2 Weaknesses
Infrastructure and tourist infrastructure have not yet developed: The
facilities for services and equipment at tourist accommodation establishments
have not met the quality standards. Tourism infrastructure of Thanh An
commune is not up to standard: lack of entertainment and utility services for
tourists. There are no convenient services: convenience stores, banks, health care,
beauty, shopping, ... medical services have not been developed here.
Local management experience is limited, community-based tourism in
Thanh An island commune has just developed tourism recently, so there are still
many limitations and shortcomings in management in tourism in the locality.
People, local authorities and relevant authorities lack experience in managing and
developing the tourism industry.
Building community-based tourism in Thanh An commune, the percentage
of profit from tourism of the locality and community people has not been
specified, there are not many benefits for the community people. Mainly local
people self- developed tourism services at their accommodation. Combine
catering services, accommodation services, rental transportation services, ... self-
profit from their business form and pay taxes to the locality. The locality has not
yet issued specific policies on tourism development, building tourism services with the local community.
Local security is uncertain, the locality has not yet received service fees, so
safety and avoidance of risks here are not guaranteed: loss of property, food
poisoning and food poisoning, encounter bad cases, etc. 3.2.3 Opportunities
Analyze and evaluate factors to determine socio-economic development
opportunities in Thanh An island commune. On the basis of assessment and
analysis of socio-economic development, build a basis for assessing tourism
development factors in Thanh An island commune and show that there are
opportunities for tourism development here. Develop on two types of tourism:
ecotourism and healing tourism.
Thanh An island commune is located next to Can Gio tourist area, about
7km from Can Gio, is a convenient location to inherit development opportunities
in Can Gio, development opportunities to 2025 of Can Gio island commune will
focus on developing a number of industries suitable to the advantages of island
commune tourism development: developing exploitation services, aquaculture,
marine services,... to create a basis for economic and tourism development. of
Thanh An island commune. The location of Thanh An island commune is next to
Ho Chi Minh City, about 70 km from the big tourist market in Vietnam. The
opportunity to develop the tourism market is mainly from tourists and residents from Ho Chi Page | 13
Minh City, according to the World Population Review website, by July 2021, the
population in Ho Chi Minh City will increase to about 9.07 million. People living
in a population density of about 4,292 people/km2 represent a cramped and
stressful living standard here. Therefore, the demand for participating in eco-
tourism is large in areas near the city, such as Thanh An island commune, which
is an appropriate type of tourism. This is an opportunity to develop eco-tourism
and healing tourism for tourists in Ho Chi Minh City and surrounding areas to
participate in relaxation, rest and experience.
Value of tourism resources in Thanh An island commune: sea and island
tourism resources and still retain their original features should bring unique
tourism value. The capacity of tourism resources in Thanh An island commune is
relatively small, especially for the coast of Thanh An island and the area of
Thieng Lieng hamlet, the scale is relatively large and suitable for the
development of marine tourism and other tourism activities. resort activities of
healing tourism. Ecotourism resources are developed by the mangrove forest
system, the estuary- island ecosystem and the marine-island population
ecosystem suitable for ecotourism development.
Opportunity to develop tourism in Thanh An island commune from the
transportation system, in September 2022, Ho Chi Minh City oriented to develop
the planning project "Investment project to expand the encroaching tourist urban
area". Can Gio beach” according to the approved planning decision in areas in
Long Hoa commune, Can Thach town, Thanh An island commune. The planning
project helps to reduce the distance from Ho Chi Minh City to Thanh An island
commune in a period of 1 hour, increasing the experience and demand of tourists
to participate in ecotourism combined with resorts in the area. vicinity.
Through the development factors, the socio-economic factors show that in
Thanh An island commune there is a great opportunity to develop tourism,
especially the type of eco-tourism and healing. With diverse natural landscapes
and protection of the Can Gio ecosystem, Thanh An can develop eco-tourism
towards tourists who love to experience nature and a sustainable environment.
Social networks develop, creating opportunities to promote communication to
tourists. At the same time, it is necessary to improve Thanh An's tourism
promotion and marketing activities to attract tourists to the commune. 3.2.4 Threats
Thanh An island commune has many opportunities for tourism
development, for the two proposed tourism types, ecotourism and healing
tourism, but for developing tourism markets, Thanh An island commune still faces great challenges. Page | 14
For the current developed tourism market, new and thriving tourist
destinations such as Vam Sat tourist area; Can Gio beach; Cu Lao Cham
Biosphere Reserve; Trang An eco-tourism area, Ninh Binh; Nui Ba Den
ecotourism area; ... or tourist attractions in Can Gio District and Ho Chi Minh
City are tourist attractions that compete with tourism in Thanh An island
commune. Because of the weaker development, Thanh An island commune faces
challenges from competing tourist destinations, which greatly affect tourism development.
The influence and competition of other tourist destinations is partly
influenced by the promotion and marketing of tourism in Thanh An island
commune towards competing tourist destinations to customers. Thanh An island
commune has not invested in marketing and promoting tourist information to
tourists in other provinces. Currently, information about Thanh An island
commune is only available in tourism review channels, online newspapers. and
little updated, unclear and unremarkable information. There is no official channel
or official tourism website to update and promote tourism in Thanh An island
commune. This is a challenge to promote Thanh An's tourism to Vietnamese and international tourists.
Challenged by natural disasters, Thanh An island can be affected by natural
disasters, climate change and potentially affect tourism development. Although
the location is adjacent to developed areas in terms of topography and the
position of the commune is suitable for ecotourism development, it is a low-lying
area and is often affected by floods, storms, and bad weather. . Tourism resources
in Thanh An island commune are strongly affected by economic development
and sea level rise trend. The area of Thanh An island has an average height of 1-
2m, which is accreted by alluvium, so the certainty and sustainability is not
guaranteed, the risk of landslides is high, the impact of sea level rise is strongly
reduced by the sea level rise. The impact of flooding will cause land subsidence,
affecting tourism development and daily activities of people here. Mainly in the
hamlet of Thieng Lieng, making salt, so natural disasters affect and cause quite a
lot of damage to people's lives.
The living and population density is gradually increasing and developing,
the housing of residents and the market area in Thanh An island is increasingly
crowded, the housing part is gradually urbanized by people migrating to, the area
and the area. The space for rest and relaxation tourism in Thanh An commune is
limited, affecting the rest needs of tourists. Tourists resorting to Thanh An island
often stay at people's houses, the system of facilities is still limited, there are not
many accommodation facilities here. Service quality and entertainment needs are
still limited, unable to meet the needs of customers for entertainment tourism,
shopping, convalescence, health care, etc. This is a great challenge to develop
healing tourism in Thanh An island commune. Page | 15
For example: Sightseeing in Thanh An island commune, staying at people's
houses, facilities are low, toilets are shared with pubs, quite noisy and
unhygienic. Environmental protection is a big challenge in Thanh An
commune, the biggest pollution is waste from upstream of the Dong Nai river
system, which affects the sea area. Pollution causes degradation of
mangroves, affecting ecosystems and the environment. The government needs to
have solutions to limit waste into the environment, especially the marine
environment. It is necessary to propagate environmental protection measures,
regulations on waste treatment and limit waste into the sea. Plastic waste has a
strong impact on the landscape and life
of aquatic creatures on Thanh An island.
In Thanh An island commune there are many challenges, the government in
the island commune needs to take measures and make plans to limit the
challenges and ensure sustainable development, environmental protection in the
island commune as well as focus on overcoming challenges to develop
ecotourism and healing tourism.
3.3 Select the target market for the product
Thanh An commune, Can Gio district, is located to the southeast of Ho Chi
Minh City and about 75 km from the city center. The natural features of the estuary
- sea combined with the cultural habits of the inhabitants are strongly island-
specific. Fisheries have formed many tangible and intangible values that are
significant to tourism development.
However, because it is a relatively new area, the tourism development of
the locality still faces some difficulties such as small number of visitors, short
stay time, limited promotion and introduction of tourism products. Therefore, the
problem is how to design a tourism model to rationally exploit resources and
meet the requirements of tourism development associated with the local
community. Besides, it is necessary to build a tourism marketing model to bring
the image of Thanh An island closer to tourists. Therefore, it is extremely
necessary to study "the importance of the quality of tourism products in Thanh
An island commune, Can Gio district, Ho Chi Minh city" in order to understand
the needs of tourists. Because our group does not have enough resources and time
to understand all the travel needs of Vietnamese people. Therefore, our team will
focus on analyzing through secondary data along with the primary data that the
group has surveyed with 53 samples.
Moreover, each individual traveler will have different travel preferences
and needs. With the aim of finding out some basic criteria to divide the
Vietnamese tourism market into smaller market segments as a basis for selecting
the target market for developing the type of ecotourism that the group has
selected. The criteria the team uses to segment the market include: Page | 16 1. Geographic Criteria:
In the tourism industry, for each group of customers in different
geographical areas, there will often be a need to visit different tourist destinations
and services. This criterion is used for the purpose of dividing overall customers
by region, province, population density, climate, etc., which is used quite
effectively when segmenting customers by geographical area: Domestic customer market:
With rich and diverse tourism resources, especially pristine and fresh island
tourism resources along with marine specialties, Thanh An island can attract a
very diverse source of domestic tourists:
Mekong Delta tourists: with the advantage of close travel distance and
different from other localities in the region in terms of sea and island tourism,
Thanh An island has the ability to strongly attract tourists from the Mekong Delta provinces with short tours.
Guests from the Central, Central Highlands and Northern provinces: With
its own characteristics of sea and island tourism and unique cultural traditions,
along with an increasingly convenient transportation system, Thanh An Island
has become an increasingly popular destination. preferred by the northern and
central provinces. provinces and the Central Highlands. International vi sitor market:
Chau tourism market: In recent years, European tourists to Vietnam tend to increase.
Northeast Asian tourist market, including China, Japan, Korea, Taiwan...
This is the market with a large proportion (about 50% or more). The Chinese
market alone accounts for about 28-30%; the Japanese market about 10 - 12%.
In addition, markets like Cambodia, Thailand... have a lot of potential.
By segmenting the market into separate customer groups, travel agencies
easily offer specific tour packages suitable for each customer group and offer
preferential policies suitable for target groups. there. Not only that, this form
allows businesses to launch advertising and marketing campaigns to reach the
right target customers, the right audience, improve advertising efficiency and revenue. 2. Demographic Segmentation
The demographic segments used include: age, gender, occupation, income...
There are many small customer groups formed from the above classification
criteria. Through the survey, it can be found that: 2.1 Gender:
According to actual research on demographics and behavior, there are clear
differences between men and women in the psychology of consumer product
choice. Through 50 survey samples, it was found that the majority of men choose Page | 17