Journal of Contemporary Issues in Business and Government

Abstract

This study aims to analyze and evaluate the current situation of applying local marketing in
tourism development in Phu Tho. The study uses primary and secondary data sources collected
through a survey of 150 tourists to assess the local marketing factors that attract tourists in Phu
Tho province. Research results have shown the destination image, attractiveness, tourism
products, tourism products, prices of tourism services, promotion, tourism infrastructure, social
environment, quality of tourism human resources of Phu Tho province which are evaluated well
by visitors. However, there are still aspects that need to be improved, such as the quality of
promotion, the professionalism of the tourism human resources, etc. Therefore, the study has
suggested seven groups of solutions perfect local marketing tools and strengthen the application
of local marketing in tourism development in the coming time.