LOCAL MARKETING IN TOURISM DEVELOPMENT: CASE STYDY IN PHU THO PRONVINCE, VIETNAM
Keywords:
Local marketing, Tourism development, Tourist destination, Phu Tho.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.
References
Bowen H. R. (1953) Social Responsibility of the Businessman. New York.
Buhalis, D. (2000) Marketing the Competitive Destination of the Future. Tourism Management, 21, 97-116. http://dx.doi.org/10.1016/S0261-5177(99)00095-3.
Chi, C. and Qu, H. (2008) Examining the structure relationship of destination image, tourist satisfaction, and destination loyalty: An integrated approach. Tourism Management, 29: 624 - 636.
Comrey, A. L., & Lee, H. B. (1992) A first course in factor analysis (2nd ed.). Lawrence Erlbaum Associates, Inc.
Creaco, S. & Querini, G. (2003) The role of tourism in sustainable economic development. ERSA conference papers ersa03p84, European Regional Science Association.
Crompton, J. (1979) An assessment of the image of Mexico as a vacation destination and the influence of geographical location upon that image. Journal of Travel Research, 17, 18-23.
Crouch, G.I. (2007) Modelling destination competitiveness: A Survey and Analysis of the Impact of Competitiveness Attributes, CRC for Sustainable Tourism.
Vu Tri Dung, Nguyen Duc Hai (2011) Territorial Marketing. Publishing House, National Economics University, Hanoi.
Dwyer L., Rao D.S.P. and Forsyth P. (2000a) The price competitiveness of travel and tourism. Tourism Management, 21 (February), pp.9-22.
Echtner, C., and Ritchie, B. (2003) The meaning and measurement of destination image. Journal of Tourism Study, 14(1), 47-48.
Gertner, D. (2011) Unfolding and configuring two decades of research and publications on place marketing and place branding. Place Branding and Public Diplomacy, 7(2), 91- 106.
Dang Thanh Liem (2018) Local marketing to develop tourism in Ben Tre province. Doctoral Thesis in Economics. Academy of Social Sciences, Vietnam Academy of Social Sciences.
Vinh Ha (2020) Developing specific tourism products - creating a highlight when returning to Dat To. Electronic Phu Tho Newspaper, August 24, 2020, from http://baophutho.vn/du-lich-le-hoi-am-thuc/tiem-nang-du-lich/202008/phat-trien-cac-san- pham-du-lich-dac-thu-tao-diem-nhan-khi-ve-dat-to-172645.
Dinh Hoi (2020) Phu Tho promotes cultural tourism development. Rural Economics Magazine, 12/07/2020, https://kinhtenongthon.vn/phu-tho-day-manh-phat-trien-du-lich- van-hoa-post36506.html.
Trung Kien (2018) Phu Tho promotes featured souvenirs: Bronze Drum version, Thanh Son sour meat, Doan Hung pomelo... Sports & Culture Newspaper, 06/10/2018, https://thethaovanhoa.vn/the-gioi/phu-tho-quang-ba-do-luu-niem-dac-trung-phien-ban- trong-dong-thit-chua-thanh-son-buoi-doan-hung-n20181006105034550.htm.
Kim, H., and Richardson, S. L. (2003) Motion picture impacts on destination images. Ann. Tour. Res. 30, 216-237.
Kotler, P., Haider, D. H., & Rein, I. J. (1993) Marketing Places: Attracting investment, industry, and tourism to cities, states, and nations. Free Press.
Kotler, P.; Asplund, C.; Rein, I. & Haider, D. H. (1999) Marketing Places Europe. Prentice Hall.
Kotler, P. and Gertner, D. (2002) Country as Brand, Product, and Beyond: A Place Marketing and Brand Management Perspective. The Journal of Brand Management, 9, 249-261.
Kotler P., Bowen J.T., and Markens, J.C. (2006) Marketing for Hospitality and Tourism. Pearson International Edition (4th edn), Pearson Prentice Hall, New Jersey, USA.
Lawton L., and Weaver D. (2005) Tourism Management. 3rd edn. John Wiley & Sons, Australia.
Murphy P., Pritchard M. and Smith B. (2000) The destination product and its impact on traveller perceptions. Tourism Management, 21(1), pp.43-52.
Nguyen Thi Thong Nhat (2010) Local marketing strategy to attract tourists to Da Nang city. Journal of Science and Technology, University of Danang, No. 5(40), pp.215-224.
Özer, Ö., (2012) The role of marketing mix components in destination choices of visitors and the case of Dalyan. Journal of Business Research-Türk, 4(1): 163-182.
Rynes, S.L. (1991) Recruitment, job choice, and post-hire consequences: A call for new research directions. Handbook of Industrial and Organizational Psychology, 399-444.
Stankovic, L. & Petrovic, J. (2007) Marketing of tourism destination of NIS. Series: Economics and Organization; 4(1): 9-20.
Tabachnick, B. G., & Fidell, L. S. (2007) Using multivariate statistics (5th ed.). Allyn & Bacon/Pearson Education.
Tasci, A.D.A., Gartner, W.C. & Cavusgil, S.T. (2007) Measurement of destination brand bias using a quasi-experimental design. Tourism Management, 28(6), 1529-1540.
Nguyen Minh Thanh (2016) Applying local marketing in tourism development in Bac Ninh province. Master thesis, Hanoi National University.
Hoang Xuan Trong (2016) Local marketing solutions to develop sustainable tourism in Son La province. Doctoral thesis in economics, University of Commerce.
Hoang Trong, Chu Nguyen Mong Ngoc (2008) Analyzing research data with SPSS. Hong Duc Publishing House.
Yuwo, H., Ford, J.B. & Purwanegara, M.S. (2013) Customer based brand equity for a tourism destination: The specific case of Bandung city, Indonesia. Organizations and Markets in Emerging Economies, 4, 8-22.
Wayne F. & Cascio G, (2010) Managing human resources: productivity, quality of work life, profits. 8th ed. Part 1, McGraw-Hill Irwin.
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
