TOURISM PRODUCT DEVELOPMENT AND GOOD MARKETING PRACTICES

KEVIN MORIARTYSENIOR TOURISM TRAINERJULY 2014

TOURISM PRODUCT DEVELOPMENT AND GOOD MARKETING PRACTICES WORKSHOP.

INTRODUCTIONS

• KEVIN MORIARTY FROM DUBLIN IN

BY THE END OF THE WORKSHOP YOU WILL BE ABLE TO :

• Identify and present the main markets and motivations of international and domestic visitors.

• Understand what a tourism product is and how to bring it to market

• Explain visitor needs and expectations of international and domestic visitors

• Identify and present the main tourist attractions their province.

• Review list and analyse the main competition to Vietnam tourism and in their province.

• Identify and list the different tourism distribution channels.• Prepare a marketing action plan for the province.

BY THE END OF THE WORKSHOP YOU WILL BE ABLE TO:

• Prepare a positioning statement for their tourism province.

• Understand and be able to interpret the marketing planning process.

• Prepare a Tourism marketing plan for their province and be able to support individual businesses in preparing marketing plans.

• Identify the most appropriate and efficient digital marketing methods

WORKSHOP CONTENT

• What is a tourism product ?• What is a tourism market ?• What is a market segment ?• Why do tourists come to Vietnam ?• How can we present it to attract more tourists?• What are the competition doing?• How can we prepare a marketing plan for the

Province?

MARKETING PLANS

INTRODUCTIONS

WHAT IS YOUR NAME AND WHICH PROVINCE ARE YOU FROM?

WHAT IS YOUR ROLE?

WHAT WOULD YOU LIKE TO HAVE ACHIEVED BY THE END OF THE WORKSHOP?

WORKSHOP AGENDAD

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DAY FIVE MARKETING PRESENTATIONS AND CONCLUSION

DAY ONE AGENDA

• TYPES OF TOURISM• TOURISM IN VIETNAM• VIETNAM TOURISM MARKETING STRATEGY• SEGMENTATION AND CUSTOMER NEEDS• TOURISM PRODUCTS AND MARKETS IN

VIETNAM

TOURISM…

…entails movement of people to countries or places outside their usual environment…

…for at least one night…

…for personal or business / professional purposes.

TOURISM INVOLVES MANY GOODS AND SERVICES

Food & drink

Tour operators & travel agentsTransport

Accommodation

Natural attractions

Cultural attractions

TYPES OF TOURISTS

Leisure

Visiting friends and relatives

Holiday

Business

Meetings, Incentives, Conventions & Events

General

COMMON TYPES OF LEISURE TOURISM

Adventure tourism Mainstream package tourism

Ecotourism Cultural tourism

TOURISM IN YOUR PROVINCE

HOW IS TOURISM PERFORMING IN YOUR PROVINCE?

CONSIDER WHAT IS UNIQUE AND SPECIAL

HOW IS TOURISM PERFORMING IN YOUR PROVINCE?

STATE ONE SUCCESSFUL ACTIVITY IN MARKETING TOURISM ABROAD OR AT HOME

MARKETING OBJECTIVES 2013-16

• Marketing objective 1: To position Vietnam as a must-visit tourism destination in South East Asia based on its key brand values and products (culture, cities, coast and mountains) in Asian and selected Western markets, and to ensure it remains the preferred holiday destination for Vietnamese residents.

• Marketing objective 2: To effectively communicate the diversity of Vietnam’s product offerings and its main tourism regions; to increase visitor length of stay and local expenditure, and to attract return visitors (‘taste more of Vietnam’).

• Marketing objective 3: To effectively manage cooperation with the private sector, to target growth segments and new markets that can be cost-effectively reached.

POSITION AND BRANDING

• Key findings from a 2011 Vietnam Tourism Image and Competitiveness Survey reveal that

• Culture • People • Cuisine • Adventure • Hospitality

• Are important factors in deciding to holiday in Vietnam

SELLING PROPOSITION

• Whilst Vietnam’s unique selling proposition has not been clearly defined, those who are familiar with the destination know that it is:

• Very different to Thailand (a soft, smooth, luxurious image) • Very different to Malaysia (prosperous, Islam-dominated yet

also ‘truly Asia’) • Different to Singapore with its developed and prosperous

urban and contemporary image. • The uniqueness of Vietnam lies in its rich and varied

culture, its delicious cuisine, strong spirit of independence and its continuing vibrancy and energy in rebuilding itself.

NEW LOGO AND TAGLINE

VISION FOR TOURISM

Achieves growth in market share with a

higher yield

Has a pristine physical

environment

Offers accommodation that

is diverse in its character

Has key iconic attractions to entice visitors

Delivers a range of authentic experiences in a friendly engaging

environment

Demonstrates and delivers continuous product innovation

Makes a contribution to the development of the economy nationally

and regionally

INTERNATIONAL CUSTOMER TRENDS

• A more sophisticated and travel wise consumer

• More frequent and shorter trips• Holiday destinations determined by

hobbies interests and discovery• A strong desire for value

BRAND PRODUCTS

CULTURE COAST ECO BASED CITY BREAKS

BRAND PRODUCTS

• Need to target higher spending longer staying tourists in target markets :

Culture CoastEco basedCity breaks

Which Brand Products are there in your Province?

BRAND PRODUCTS

• IDENTIFY WHICH ARE THE MOST IMPORTANT BRAND PRODUCTS IN YOUR PROVINCE

WHERE DO OUR INTERNATIONAL TOURISTS COME FROM ?

RANK COUNTRY ARRIVALS

1. China 1,428,693

2. South Korea 700,917

3. Japan 576,386

4. USA 443,826

5. Taiwan 409,385

6. Cambodia 331,939

7. Malaysia 299,041

8. Australia 289,844

9. Thailand 225,866

10. France 219,721

Vietnam General Statistics Office, in 2013

DELEGATES TO COMPLETE THE INTRODUCTION EXERCISE

• 10 QUESTIONS • WORK TOGETHER IN GROUPS OF 6• 10 MINUTES TO COMPLETE

UNDERSTAND, INTERPRET AND APPLY IDEAS AND MODELS TO DEVELOP NEW PRODUCTS

AND EXPERIENCES

DESTINATIONS PRODUCTS AND

EXPERIENCES

LEISURE OR BUSINESS

FOOD DRINK ACCOMMODATIO

N TRANSPORT RETAIL

EXPERIENCE CULTURE

HERITAGE PEOPLE SERVICE

UNIQUE DIFFERENT AND

AUTHENTIC

THE EXPERIENCE –STORY

INTERPRETATION AND BUNDLING

VISITOR JOURNEY AND

ITNINERARY THE PROMISE v THE REALITY

UNDERSTAND, ANALYSE AND APPLY MARKET ANALYSIS AND MARKET SEGMENTATION .

MARKETS VISITORS AND TRAVEL TRADE

WHAT IS A MARKET SEGMENT?

• A group of people that share characteristics• We segment a broad market into subsets of

consumers who have common needs• -by geography • -by age gender income• -by lifestyle and behaviours• -by needs and motivations

OUR VISITORS-WHAT DO WE KNOW ABOUT THEM

VISITOR SURVEYS

TRENDS AND RESEARCH

TRIP ADVISOR AND SOCIAL MEDIA

TARGET MARKETS

• Asia-Pacific – The nearby markets of North East Asia (China, Japan, South Korea), South East Asia (Singapore Malaysia, Indonesia, Thailand), and Australia

• Western markets – Western Europe (France, Germany, Great Britain, the Netherlands, Spain and Scandinavia); North America (United States and Canada), and Eastern Europe (Russian Federation, Ukraine)

• Domestic Market

33

MARKETS

Domestic market

Near Asian markets

Australasia

Europe & North America

Russia, China

EXERCISE

• Which market segments are the main visitors to your province?

DOMESTIC MARKET SEGMENTS IN VIETNAM

1. Domestic: Sub-Markets:

 

“On Holiday”: Characteristics: Travel as a family, during national holidays and annual holiday periods

Motivations: Relaxation, entertainment, visiting main attractions: Expectations: Good food, adequate accommodation, shopping opportunities, fair prices

“Day Trippers”: Characteristics: Independent travel by fami-lies and friends in private vehicles for 1 day, usually on weekends or national holidays.

Motivations: Relaxation, entertainment, visiting main attractions: Expectations: Good food, good services, ease of travel

INTERNATIONAL MARKET SEGMENTS

2. International: Sub-Markets:

International Short-Haul:

 

“On Holiday”: Characteristics: Traveling in organized groups or with family and friends. Shorter trips, few destinations

Motivations: Relaxation, entertainment, vis-iting main attractions, shopping Expectations: Superior food and accommodation,

“Mixing Businesses with Pleasure”: Characteristics: Individual and independent business travel-ers adding some tourism activities to their trip.

Motivations: Entertainment, visiting main attractions, relaxation Expectations: Quality services and products. Ease of travel

INTERNATIONAL MARKET SEGMENTS

International Long-Haul:

 

“1st Timers”: Characteristics: Individual or group travel for 1 week or more, utilizing a variety of travel means and many destinations

Motivations: Visiting main attractions, cultural and natural features Expectations: Good food, adequate accommodation, fair prices, variety

“2nd Timers” + “Crowd Avoiders”: Characteristics: Individual or small group travel – usually self-organized for 1 week or more, usually spending more time in fewer destinations

Motivations: Authentic experiences and specific activities (i.e. trekking, caving) Expectations: Adequate accommodation, good food and services, authenticity and personal experiences

38

MARKETS

Domestic market

Near Asian markets

Australasia

Europe & North America

Russia, China

UNDERSTANDING THE TOURIST

VISITORS MOTIVATION MINIMUM REQUIREME

NTS DIFFERENTIA

TORS

BARRIERS TO

VISITING ?

WHAT ARE YOU GOOD AT? DOES IT

MOTIVATE THE

VISITOR?

TOURISTS-WHAT ARE THEIR CONCERNS?

• how do you get around?• how far is it from Hanoi to ho chi min city?• how do you get to see the temples?• what are home stays?• do you speak French in Vietnam?• do you take dollars?• is it safe?• is it clean?• will I get hassled or ripped off?• where’s the best beach?• can you drink the water?• where can I go to get away from the other tourists?• where can I get a real Vietnamese experience?• is it this hot everyday? 

TOURISTS –WHAT ARE THEIR CONCERNS?

CAN YOU THINK OF ANY OTHER CONCERNS TOURISTS MAY HAVE?

MARKET SEGMENTATION AND RESEARCH

CASE STUDY MARKETS AND SEGMENTS

Great Britain (GB)• large market

• Strong cultural interests

• Good air and sea access

• 82% use internet

• 50% of online purchases are travel

• High interest in visiting SE Asia

INCREASE IN UK VISITORS

• Trailfinders (trailfinders.com) saw its highest bookings ever for Vietnam in January 2014, following a steady increase in interest in the country during recent years.

• The operator said the rise is largely due to the introduction of direct flights from London in 2011 and “clients choosing bespoke private car and driver tours as they offer complete freedom and flexibility without the hassle of 'going it alone'.”

• Vietnam now ranks in Kuoni’s top 15 destinations for British travellers, at number 14. It was 23rd in 2011 and is one of three countries that Kuoni judged to be the fastest-growing in popularity last year, the other two being Mexico and Cuba.

Germany

• World’s largest travel market

• Longest length of stay-

• Looking for new destinations

• 79% use the internet

• Like detailed information in German

France

• 67% of all online purchases are travel

• Like information in French

• 7.5 weeks annual leave / year• Historical and cultural linkages

• 4 holidays / year, 1.5 of which are abroad

THAILAND

• Let us describe the visitor from Thailand• What segments are there?• Where do they like to go?• What do they like to do on holidays• How long do they go for?• Do they travel in groups or couples?• How much do they spend ?• How would they get to Vietnam?

WHERE DO OUR INTERNATIONAL TOURISTS COME FROM ?

RANK COUNTRY ARRIVALS

1. China 1,428,693

2. South Korea 700,917

3. Japan 576,386

4. USA 443,826

5. Taiwan 409,385

6. Cambodia 331,939

7. Malaysia 299,041

8. Australia 289,844

9. Thailand 225,866

10. France 219,721

Vietnam General Statistics Office, in 2013

UNDERSTAND, INTERPRET AND APPLY IDEAS AND MODELS TO DEVELOP NEW PRODUCTS

AND EXPERIENCES

DESTINATIONS

PRODUCTS AND

EXPERIENCES

LEISURE OR BUSINESS

FOOD DRINK ACCOMMODATION TRANSPORT

RETAIL

EXPERIENCE CULTURE HERITAGE

PEOPLE SERVICE

UNIQUE DIFFERENT

AND AUTHENTIC

THE EXPERIENCE –STORY

INTERPRETATION AND BUNDLING

VISITOR JOURNEY AND

ITNINERARY THE PROMISE v THE REALITY

WHAT IS A TOURISM PRODUCT ?

NARROW DEFINITIONWhat the tourist buys

WIDER DEFINITIONThe combination of what the tourist does at the

destination and the services used

HOW THE UNEP DEFINES TOURISM PRODUCTS

Experiential factor Emotional factor

Physical factor

BRAND PRODUCTS

CULTURE COAST ECO BASED CITY BREAKS

TYPES OF TOURISM PRODUCTS

Natural tourism products Man-made tourism products

TYPES OF TOURISM PRODUCTS IN VIETNAM

Others?

Picture sources:http://www.flickr.com/photos/barbararich/96982409/; http://www.flickr.com/photos/chericbaker/4446189110/; http://www.flickr.com/photos/matthieu-aubry/1242936011;

http://www.flickr.com/photos/lintmachine/2386330877/; http://commons.wikimedia.org/wiki/File:VietnamCombatArtTheLadiesbyDavidFairringtonCATVI1968.jpg; http://en.wikipedia.org/wiki/M%E1%BB%B9_S%C6%A1n; http://en.wikipedia.org/wiki/Vietnamese_cuisine; http://commons.wikimedia.org/wiki/File:Hiking_at_highest_peak_in_Kosova_-_Gjeravica.JPG; http://en.wikipedia.org/wiki/Sea_kayak;

http://pixabay.com/en/diver-light-diving-silhouette-sea-108881/; http://www.flickr.com/photos/whltravel/4303957860/; http://www.flickr.com/photos/agapbulusan/2418856362/; http://en.wikipedia.org/wiki/Hmong_people

DAY ONE MODULE 3

CASE STUDY ON PRODUCT/MARKET MATCH

CASE STUDYGERMAN AUSTRALIAN KOREAN AMERICANMr and Mrs Schmidt are retired in their mid-50’s. They always wanted to visit Vietnam and SE Asia. They have seen an ad in their travel agent which shows beautiful landscapes and scenery, They are interested in finding out about the culture and learning new things about the country. They are relatively well off and have plenty of time.

Jack is a 30 year old I.T. Consultant and wants a break from his high pressure job in Sydney. His friends have recently returned from a short break in Vietnam and he has decided to go. As a well paid consultant price is not an issue but he does want an action packed time.

Ye –jun and Ji-hu are Korean executives who regularly go for short breaks. This time they have decided to go to Vietnam for a refreshing break. Like most executives they like luxury and great service but also like to play golf and keep in contact with their offices.

Chuck and Carol are fascinated by what they have heard at school about Vietnam’s history and culture and have decided to go with a group of their friends for 10 days. They always look for good value and want to boast about their holidays when they get back home.

DAY ONE MODULE 4

GROUP WORK ON CASE STUDY

TOURISM PRODUCTS

• What are the main tourism products in your province?

• Which segments of tourists do they attract?

DEVELOPING NEW TOURISM PRODUCTS

Understand international consumer needs and

trends

Identify target

consumer segments

Benchmark Vietnams product against

competitors

Use key Brands

to respond to needs

Develop tourism products

PRODUCT DEVELOPMENT

• WHAT CURRENTLY EXISTS THAT YOU CAN ADD TO OR REPACKAGE OR PUT TOGETHER WITH OTHER PRODUCTS TO CREATE A NEW EXPERIENCE

• BEACH NATIONAL PARK TEMPLES SHOPPING FOOD TOUR• RIVER BOAT CITY EXPLORE MARKETS ART AND PUPPET DANCING

EXAMPLE OF PRODUCT DEVELOPMENT

• There has been a demand for unusual but authentic tours, such as Saigon After Dark, where travellers can visit local eateries on the back of a scooter with a guide, sampling food and finishing the evening at a local music venue.

• Think of another example of a creative product such as this one.

SEGMENT AND WHAT ARE THEY SEEKING?

WHAT IS AVAILABLE IN THE PROVINCE?

WHAT ARE THE GAPS IN PRODUCT AND EXPERIENCE?

WHAT IS TOURISM PRODUCT-MARKET MATCHING?

• Connecting the characteristics, motivations and expectations of market segments with suitable tourism products

• To ensure sustainability, products should also be matched with development opportunities and objectives of the host destination

Tourism product• Entertain

ment and relaxation

• Culture• Nature• Adventure• Education

Tourism market• Characte

ristics• Motivati

ons• Expectat

ions

RESULTS OF PRODUCT-MARKET MATCHING

Domestic day trippers•Entertainment products•Relaxation products

Domestic Entertainment products•Relaxation products•Cultural products•Nature products

International entertainment products•Relaxation products•Cultural products•Nature products•Learning products

International mixing business with pleasure•Entertainment products•Relaxation products•Cultural products

International first timers•Entertainment products•Cultural products•Nature products

International 2nd timers and crowd avoiders•Cultural products•Nature products•Adventure products•Learning products

NEW TOURISM PRODUCTS

• http://www.newzealand.com/ie/things-to-do/• http://www.visit-canada.com/

CASE STUDIES

• MEKONG DISCOVERY TRAIL• SOUTH CAROLINA• IRELAND’S NATIONAL DAY

MEKONG DISCOVERY TRAIL

The Mekong Discovery Trail is an ecotourism destination in northeast Cambodia. The180km long themed trail has been developed to link a series of local and regionalattractions and to enable marketing to key target markets. The trail consists of a numberof smaller trails radiating out from major gateway towns which each have the capacity tooffer a range of visitor accommodation and services.

IRELANDS NATIONAL DAY

• Ireland’s National Day March 17 and has become an Iconic festival lasting over 5days!

• music,culture,education,entertainment, parades, eating and drinking all combine to form a unique festival which attracts 600,000 international visitors.

• International publicity is worth over 20million euro

• Turning buildings green all over the world

SOUTH CAROLINA

The State of South Carolina was faced with the fact that it did not enjoy a cohesiveidentity from a tourism perspective. It was seen as a group of administrative regionsencompassing a diversity of destinations,

TOURISM PRODUCT (UNWTO)

• Flagship Products: are important tourism sites that are capable of providing attractions powerful enough to be the main purpose/destination for visitors. Flagship Products play an important role in defining the overall tourism product of a region.

• Tourism Hub Developments: Are logistical points where tourists tend to congregate and provide a starting point from where to visit other attractions or activities in the area.

• Product Clusters: of development: Cluster development refers to a grouping of attractions and activities in a geographic area or are linked through a common theme or interest.

.

TOURISM PRODUCT (UNWTO)

• Circuits: Are routes traveled by tourist that are often linking theme or interest, or connect a series of tourism centers or attractions. Successful circuits provide distinct attractions and activities supported by a range of facilities located in particle points along the way.

• Events and Festivals: Can be particularly useful for offsetting seasonal imbalances, improv-ing international perception and image, or attracting visitor segments to whom the destina-tion’s other attractions do not appeal

FUNCTION

Tourism hub development

Product clusters of

development

Supporting productsCircuits

Festivals and events

Flagship products

TOURISM PRODUCT TYPES

• Entertainment and Relaxation-Based Products: Including activities such as shopping, dining, nightlife, sports, relaxation, and attractions

• Cultural-Based Products: Including local food, history, ethnic minorities, arts,

• Nature-Based Products: Including Ecotourism experiences based on adventure or learning, and sightseeing.

• Adventure: These are often termed either “Soft” and “Active” adventure based on the level of exertion required to partake in the activities.

• Education-Based Products: For tourists looking for a more in-depth appreciation of different aspects, of culture, history, natural science.

EXERCISE DAY ONE MODULE 6

WORKSHEET FOR MARKET SEGMENTATION

PRODUCT DEVELOPMENT

• We have beaches …..so do ………• We have culture and temples…so do ……• We have great cities…….so do …….• What do we have that is unique to Vietnam?

PRODUCT INNOVATION

• Without new product development in a destination tourists will not be attracted and go to other destinations

• Vital that the private sector are supported to invest in new products eg

• New Zealand –adventure and activity• Singapore –retail and culture• South Africa-landscape and natural beauty• Oman –adventure and and sustainable tourism

DEVELOPING NEW PRODUCTS

Consider –

What do tourists want and what are the latest trends?-learning, unique, authentic , short time..

Natural or man made?

What do we have that is not utilised?

What are the competition doing?

PACKAGING AND BUNDLING TOURISM PRODUCTS

• Determine the theme of your package eg motorbike, adventure, discovery

• Decide on the various elements of the package based on what the target customer wants

• Give the package a catchy name, that will show what is on offer

• Test it out • Promote and market package

DAY TWO AGENDA

Product development checklistProduct development criteria

Expectation versus Reality in TourismCompetitor Analysis

Introduction to marketing communications

CHECKLIST FOR PRODUCT DEVELOPMENT

I. . Core Product Features: 1. Accessibility How easy is it for tourists to get to the

site 2. Attractions Quality of main attractions that

tourists are coming for 3. Activities What other activities can the tourists

do at the site 4. Main Services What are the required tourism

services available

5. Supporting Services What additional services are there that make it more convenient for tourists (i.e. post office, beauty parlour, small convenience shop, …)

CHECKLIST FOR PRODUCT DEVELOPMEMT

1. Authentic How genuine and representative of the region is the product

2. Distinct How unique and special is the product

3. Variety Is there a good mix of attractions, activities, services?

4. Seasonal Factors Weather, too crowded during the busy season,…

5. Product Function Flagship, Hub, or Supporting Product and how does it fit the overall regional

6. Lifecycle Stage The product’s point of development, i.e. Emerging, Established or in Decline

DAY TWO MODULE 7

INSPIRING EXPERIENCES AND ITINERARIES EXERCISE

DAY TWO MODULE 7/8 GATEWAY HUB

• VUNG TAU HAS OFTEN BEEN PROMOTED AS A PLACE TO RELAX AT THE BEACH FOR A FEW DAYS AS PART OF A TOUR OF VIETNAM OR BEFORE FLYING HOME. IF WE RETHINK THE POSITIONING OF TOURISM IN THE PROVINCE WE CAN DEVELOP A WIDER MORE AUTHENTIC EXPERIENCE FOR TOURISTS WHICH WILL KEEP THEM IN THE PROVINCE LONGER AND SPENDING MORE.

• HOW CAN YOU POSITION VUNG TAU AND THE SURROUNDING PROVINCES TO BE MORE THAN A BEACH RESORT?

BRAND PRODUCTS

CULTURE COAST ECO BASED CITY BREAKS

TOURISM PRODUCTAccommodation, Car hire, Attractions, Activities, Events,

Restaurants

DIRECTOnline

• Own website• Email

• Internet booking engine

• Mobile• Social media

Offline• Phone• Walk-in

INDIRECT• Incoming Tour

Operators• DMCs• PCOs

• Tour Operators• Travel Agents•Handling Agents• Online Travel

Agents (OTA)• 3rd party

websites

CUSTOMER / TOURIST

And / Or

TOURIST EXPECTATIONS

• When tourist go on holiday they have expectations –which have been informed by marketing and promotions

• When these expectations are not met they either complain, tell other tourists and don’t come back

• Like wise when the expectations are met or exceeded they tell more people and return

TOURIST EXPECTATIONS

• Give an example of when tourist expectations have been met and one when they have not been met.

• What were the different reasons for this

DAY TWO MODULE 8

EXPECTATIONS VERSUS REALITY EXERCISE

TOURISTS-EXPECTATIONS AND REALITY …………………………….VIETNAM –ENDLESS

CHARM?TOURIST EXPECTATIONS“ beautiful scenery, friendly and gentle people, best food you can get, miles and miles of unspoilt sandy beaches, captures everything that is good about Asia, charming Hanoi, most dramatic scenery, dramatic mountain passes, emerald waters of Halong Bay, different from anywhere else, discover the unknown charm, tribal clans from ancient times”.

TOURIST REALITY“Overcharged by taxi driver, couldn’t see anything –all mist and rain, overcrowded and too much traffic, had to pay to take a photograph, the travel agent promised me everything and didn’t deliver, it looked pretty much the same as any SE Asia county-beaches jungle, and markets, I was expecting something different but I just couldn’t find out where to go, If only I had a decent map,”

PEOPLE IN TOURISM

• The biggest influence on the tourist positive experience is the people that the tourist meets and engages with.

• The friendliness and interest of local people and tourism workers seems to have a big impact on how tourists rate their holiday and the likelihood that they will return.

FEEDBACK DAY TWO MODULE 9

Existing products New products

4 KEY PRODUCT DEVELOPMENT OPTIONS

Existi

ng m

arke

tsN

ew m

arke

ts

Market penetration

Sell more of an existing product

to an existing market

Product development Sell a new or

improved product to an

existing market

Market development Sell existing

products to a new market

Product diversification

Sell new products to

new markets

TOURISM MARKET SEGMENTS IN VIETNAM MATCHED TO PRODUCT TYPES

ENTERTAINMENT

RELAXATION

CULTURE

NATURE

ADVENTURE

LEARNING

DOMESTIC Day trippers from Hanoi Holidayers Phuot INTERNATIONAL Holidayers Mixing business with pleasure First timers Second timers + Crowd avoiders

PRODUCT TYPE

MAR

KET

SEG

MEN

T

RESULTS OF PRODUCT-MARKET MATCHING

Domestic day trippers•Entertainment products•Relaxation products

Domestic Entertainment products•Relaxation products•Cultural products•Nature products

International entertainment products•Relaxation products•Cultural products•Nature products•Learning products

International mixing business with pleasure•Entertainment products•Relaxation products•Cultural products

International first timers•Entertainment products•Cultural products•Nature products

International 2nd timers and crowd avoiders•Cultural products•Nature products•Adventure products•Learning products

COMPETITOR ANALYSIS

COMPETITOR COUNTRY

STRENGTHS WEAKNESSES VIETNAM + or - VIETNAM USP

THAILAND

LAOS

MALAYSIA

CAMBODIA

DAY TWO MODULE 10 COMPETITOR ANALYSIS EXERCISE

COMPETITION FOR SAFETY AND SECURITY

• Thailand is beginning to recover after the recent turmoil,” Gardner said. “But throughout that stumble, and troubles elsewhere, Vietnam has sharpened its profile as the region’s most safe and secure destination. Safety and security is far more top of mind for travelers today than it was 10 long years ago.”

DEVELOPING NEW TOURISM PRODUCTS

To existing markets

• Strategy: Expand on products in destination and promote to existing market segments

To new markets

• Strategy: Attract new markets with strong growth potential

Picture source:http://www.flickr.com/photos/dalbera/4410383427/

FEEDBACK DAY TWO MODULE 11

MARKETING COMMUNICATIONS

• Marketing communications is about taking your message and finding the best way of getting it in front of the potential tourist

• It is about putting the best image of what would attract a tourist to your destination

• It can take the form of print advertising, social media pay per click, banner advertising, google ads email marketing,

• It isn’t all about price –tourist don’t want cheapest they want good value for money.

TOURISM MARKET SEGMENTS IN VIETNAM MATCHED TO PRODUCT TYPES

ENTERTAINMENT

RELAXATION

CULTURE

NATURE

ADVENTURE

LEARNING

DOMESTIC Day trippers from Hanoi Holidayers Phuot INTERNATIONAL Holidayers Mixing business with pleasure First timers Second timers + Crowd avoiders

PRODUCT TYPE

MAR

KET

SEG

MEN

T

MATCH THE MESSAGE TO THE SEGMENT

• Message • “Come and relax”• “Find adventure and

fun”• “Learn about our

culture”• “Discover our hidden

temples”• “Meet our friendly

local people”

• Segment

DAY THREE AGENDA

Creating good content through good storiesCommunications with tourist

Prepare your brochure Marketing plans for businesses

Working with partners in the private sector

CREATIVE THINKING IN MARKETING

UNDERSTAND AND EVALUATE MAIN APPROACHES TO MARKETING AND

COMMUNICATIONS

MARKETING AND

COMMUNICATIONS

AND CHANNELS

PROMOTION ADVERTISING

AND PR

CHANNELS DIRECT

AND INDIRECT

SOCIAL MEDIA

DISTRIBUTION –TRADE, ON-

LINE, 3RD PARTY

MESSAGES VISUALS VIDEO

STORIES

NATIONAL MESSAGE AND IMAGE

TOURISM PRODUCTAccommodation, Car hire, Attractions, Activities, Events,

Restaurants

DIRECTOnline

• Own website• Email

• Internet booking engine

• Mobile• Social media

Offline• Phone• Walk-in

INDIRECT• Incoming Tour

Operators• DMCs• PCOs

• Tour Operators• Travel Agents•Handling Agents• Online Travel

Agents (OTA)• 3rd party

websites

CUSTOMER / TOURIST

And / Or

Promotion in tourism marketing

• Aims to influence, inform, and / or persuade• Usually a mix of:– Advertising– Public Relations – Personal selling– Sales Promotions

• Promotional mix depends on consumer profile - what do they read, where do they go, who influences them..?

The Promotional Elements

Their World: Promotions:

The Net Generation/iGeneration : Children spend more time sitting in front of screen-based media than any other activity besides

sleeping - wired but disconnected

IT’S ALL ABOUT CONTENT !!!

• imagery –great photos• video –yours or your customer’s• the story-what is the experience -what is unique - what is authentic• captions –to reflect needs and motivations• call to action –book / call /go online

CONTENT

• Internet search to find good content • For good examples we will go to Australia New

Zealand Thailand Canada and Ireland

CREATE YOUR BROCHURE EXERCISE DAY THREE MODULE 14

1. Choose a market segment2. Identify their needs and motivations3. Consider any barriers4. Create a new story-or present a new idea about

your province5. Find great imagery/videos6. Write up content7. Use photoshop etc to prepare8. Check that it relates to national strategy and

objectives.

BRAND PRODUCTS

CULTURE COAST ECO BASED CITY BREAKS

SOCIAL MEDIA

• FACEBOOK • TRIPADVISOR • SPOTIFY• TWITTER• IMAGERY AND VIDEOS ARE DRIVING SOCIAL

MEDIA

MARKETING PLANNING PROCESS

1.IDENTIFY BEST MARKET SEGMENT

FOR GROWTH

2. RESEARCH NEEDS BEHAVIOUR AND

MOTIVATIONS

3.MATCH CURRENT PRODUCTS OR CREATE NEW EXPERIENCES

4.REVIEW COMPETITION

5.CLUSTER PRODUCTS REPACKAGE

EXISTING

6.CREATE YOUR CONTENT/MESSAGE MAKE IT VISUAL

7.ON LINE OR OFF LINE

COLLATERAL

8.SET OBJECTIVES

AND ACTIONS

IMPLEMENT ACTIONS

MARKETING PLAN

1. CARRY OUT SWOT ANALYSIS,ANALYSE EXISTING TOURISTS, ANALYSE COMPETITORS

2. DECIDE STRATEGY –NEW MARKETS OR NEW PRODUCTS,

3. SET OBJECTIVES AND PREPARE ACTION PLAN

SWOT ANALYSIS

Strengths Weaknesses

Opportunities Threats

SWOT ANALYSIS• Carry out a swot analysis of your province• Strengths –location, access, plenty of product –accommodation,

seafood restaurants, high quality resort, attractive countryside, many temples.

• Weaknesses-overcrowded, lack of facilities, weak shopping facilities, poor night life, short length of stay, poor beach management

• Opportunities- work with other provinces, promote local festivals, package new product, promote unique features, develop water based activity, develop website

• Threats- poor water quality, low season performance, competitors promotional campaign.

Marketing ObjectivesIdentify three to five major objectives to help you maintain share or grow parts of your business.

1. Increase occupancy and room rate during low season by 10%  2. Target domestic visitors to stay during festival in village and prepare a package –festival and accommodation  3. Develop a special promotion to increase international visitors from Korea/Thailand by 10% through on line marketing  4. 5.

Marketing Objectives

Actions required to achieve Objectives

Key Metrics Responsibility

Budget Timeframe

Objective 1    

Objective 2   

Objective 3    

Objective 4   

Marketing Action Plan 2015

Segment

Comment on growth potential

  International –Australian and Koran markets 

  Both markets likely to increase this year due to improvement in home economies  

IDENTIFY YOUR KEY CUSTOMER SEGMENTS YOU WISH TO TARGET IN 2015

Market Segment:

Marketing Objective:

Key Communications ToolsOffline ToolsOnline Tools

Key Metrics

Distribution Channel

Pricing Strategy

Actions required to Achieve Marketing Objectives

Private sector engagement with destination tourism authorities

A. Participate in public sector organised conferences, meetings & fourms

Picture sources:http://en.wikipedia.org/wiki/Handshake

http://rmbr.nus.edu.sg/news/index.php?phrase=heok%20hui&start=10&category=http://www.flickr.com/photos/mhcseattle/1111568504/

http://www.flickr.com/photos/ilri/7549725204/

WHY DO WE NEED PUBLIC/PRIVATE PARTNERSHIP

• Public sector has good information and knowledge about tourism which the private sector needs for investment

• Public sector can lead and support the direction of tourism to ensure it is sustainable

• Public sector can have a national view of tourism –not just business focus

• Public sector can have longer term view-strategic –of tourism

ROLE PLAY DAY THREE MODULE 16 EXERCISE

YOU ARE MEETING WITH A TOURISM PROVIDER –(HOTEL, TRAVEL AGENT, TOUR OPERATOR), TO EXPLAIN TO THEM VIETNAM’S MARKETING STRATEGY FOR TOURISM AND ALSO HOW THE PROVINCES SHOULD BE MARKETED.

DAY FOUR AGENDA

FIELD TRIP TO TOURISM PROVIDERS

RECAP ON MAIN LEARNING OF THE WORKSHOP TO DATE

SUMMARISE KEY ELEMENTS OF PRODUCT AND MARKETING

PREPARING ACTION PLANS FOR YOUR PROVINCE

ACTION PLANS. PRIORITY ACTIONS IN YOUR PROVINCE

 1. CONSIDER THE MAIN TOPICS OF THE WORKSHOP Tourism marketing strategy Market segmentation, visitor needs and behaviour Products and Experiences-existing and new product Visitor journey –flagship, hubs, clusters Authentic Vietnam experience Competitor analysis Marcomms- message, story and imagery, Brochures and promotional collateral Marketing Plans

 

2. IDENTIFY WHAT IS A PRIORITY ACTION IN TOURISM IN YOUR PROVINCE

 

3. USE THE TEMPLATE TO DESCRIBE WHAT YOU WILL DO  

4. WORK IN PROVINCE/CROSS PROVINCE GROUPS  

ACTION PLANS AND PRESENTATIONS

• CARRY OUT A SWOT• IDENTIFY YOUR BEST MARKET SEGMENTS• IDENTIFY YOUR BEST PRODUCTS AND EXPERIENCES• CARRY OUT A COMPETITOR ANALYSIS• IDENTIFY ONE NEW EXPERIENCE OR PRODUCT FOR THE

PROVINCE• COLLECT SOME NEW IMAGERY FOR THE PROVINCE• CREATE A NEW MESSAGE OR STORY ABOUT YOUR PROVINCE• PREPARE A BROCHURE OUTLINE FOR THE PRODUCT• SET OUT 3 MARKETING OBJECTIVES FOR 2015

PRESENTATIONS

• PRESENT THIS IN GROUPS • COVER EACH OF THE ACTIONS ON THE LIST

ACTION PLANS AND PRESENTATIONS

ACTION PLANNING

Result Timing Responsibility Priority

Sub-activities

Sub-activities

Sub-activities

Sub-activities

DAY FIVE AGENDA

FINAL PREPARATION OF PROVINCE ACTION PLANS

PRESENTATION OF ACTION PLANS IN GROUPS OF SIX

CRITERIA

• CONTENT • PRESENTATION

The outcome of responsible tourism

“Better places for people to live in and better places

to visit”Better places to live in

Better places to visit

Virtuous cycle

Potential positive social impacts of tourism

Demand for local products

Employment of women and youth

Revival of local customs and traditions

Historical preservation

Improvement in education & lifestyles Others?

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