07 kai 2014 0313 - dien bien phu en


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  • Among international visitors, traveling is more about discovering something new, experiencing nature and relaxing rather than socializing. This is also similar with domestic visitors. And, taking their family during holiday is also quite common.
  • Authenticity in marketing requires an understanding of the core products and services and the most commonly held experience that they may create in the minds of the target market. Authentic marketing begins with asking:
    • What do we as a government or organisation believe about our tourism products and experiences? – e.g. we have great hiking experiences in pristine jungle, we have vibrant cultural heritage etc
    • What is the function, meaning and importance of the local culture and environment that we are promoting? – e.g. the jungle is the traditional hunting ground of the local people who have looked after it for thousands of years, the temple is a sacred place of worship of a significant ancestor
    • What ideal or set of ideals do we want to be known for as an organisation and destination? – e.g. socially minded: respecting and promoting the local culture, working with the local people to develop cultural tourism products, OR environmentally friendly: treading lightly, promoting environmental conservation
    • How will we deliver those ideals? – e.g. reflecting ideals in all facets of marketing (e.g. using recycled paper for environmentally friendly company, OR using local products and employing local people etc for a socially minded company)
  • More satisfied visitors and fewer complaints: Tourists are more likely to have an experience that matches with the expectations that have been developed as a result of marketing and promotion messages leading to greater satisfaction and fewer complaints about expectations not being met.
    Enhanced reputation: Being authentic and accurate is strongly connected in the eyes of the consumer with being honest and truthful which creates a positive reputation of the organisation and destination in general and be a competitive advantage.
    Increased sales and income: More satisfied visitors will typically lead to longer stays, more repeat visitations, and positive referrals to family and friends, and as a result generate increased sales and income.
    Fewer negative social, economic and environmental impacts: Being accurate and authentic in marketing means the tourists who decide to visit the destination will fit more closely with the experiences and products being sold to them creating fewer adverse impacts on the culture, environment and economy.
  • Homepage used by 5 out of 8 respondent
    Database management and direct marketing used by 7 out of 8
    Flyer and brochures are used intensively by all 8 respondent
    Presentations within the own province play a more important role than presentations in other NW regions and on national level
  • 07 kai 2014 0313 - dien bien phu en

    1. 1. Responsible Development of Dien Bien Phu as a Historical & Cultural Destination in Cooperation with 8 Northwest Provinces March 2014, Dien Bien Kai Partale, TourismSectorSpecialist ESRT
    2. 2. International visitors Domestic visitors Total HCMC Hanoi Sapa Halong Hue (A) (B) (C) (D) (E) (n=200) (n=40) (n=40) (n=40) (n=40) (n=40) 29 23 17 16 11 11 54 54 65 63 58 58 58 18 13 15 8 15 60 33 48 25 25 15 5 8 8 60 78 68 28 25 15 20 10 5 68 60 20 28 23 23 5 10 53 90 35 35 15 20 20 15 25 15 To experience local culture and heritage To experience nature To relax and rejuvenate To spend time with my partner To socialize with friends or meet new people To take a family holiday To be active and adventurous To enjoy the peace and quietness of not crowded destination To indulge in a luxurious escape 49 18 15 11 10 10 58 64 74 Total HCMC Hanoi Sapa Halong Hue (A) (B) (C) (D) (E) (n=200) (n=40) (n=40) (n=40) (n=40) (n=40) 63 75 43 65 15 10 25 0 8 83 68 60 55 20 8 5 10 25 80 70 38 18 25 15 28 5 80 53 55 20 15 8 0 3 75 85 58 55 33 33 15 15 3 13 8 To experience local culture and heritage To relax and rejuvenate To experience nature To take a family holiday To socialize with friends or meet new people To spend time with my partner To be active and adventurous To enjoy the peace and quietness of an Not crowded destination To indulge in a luxurious escape Source: Responsible Travel Barometer, Nielsen 2010
    3. 3. RESPONSIBLE DEVELOPMENT OF DBP Responsible Tourism serves as a strategic direction for the overall development of the sector and links to Cultural Heritage Tourism in the following areas: O ve rcro wding at site s / De structio n o f re so urce s by to urists / busine ss practice s Co m m e rcialisatio n le ading to de g radatio n o f re so urce s / Ne g ative im pacts fro m o the r e co no m ic se cto rs We ak co o pe ratio n am o ng st lo calstake ho lde rs at to urism site s We ak po licy suppo rt fo r the co nse rvatio n o f culturalre so urce s in to urism po licie s and planning Co nflicting inte re sts be twe e n ag e ncie s re spo nsible fo r he ritag e co nse rvatio n and to urism de ve lo pm e nt
    4. 4. 6 Pillar of the Responsible Tourism Policy Framework Creating a Dynamic and Efficient Tourism Sector Expanding Knowledge and Understanding Investing in Human Capital/ Resources Conserving and Enhancing Natural and Cultural Resources Achieving Competitive- ness with Sustainability Creating Broad- based Socio- Economic Develop- ment
    5. 5. CultureNature North Asia ASEAN Austra- lia Russia North America Europe New Domestic Heritage, general touring         Ethnic culture        Pilgrim/religion      New life style       Protected areas      Mountain resorts       Adventure        Beach holiday         Ha Long Bay         Mekong Cruise      Cruise liners       City breaks    Short breaks     Classic tour        MICE         Golf Coast Special interestCity
    7. 7. TOURISMPRODUCT DEVELOPMENT Tourism Product Development is the process of developing the assets of a destination into goods, services and experiences that are reflective of the leisure and recreational needs of the tourists. Responsible tourism products are not only economicly viable but also work to minimize negative social and environmental impacts.
    8. 8. Objective To improve understanding of Vietnamese history and its connection with global history Angle / Ethos “Touching History” reducing barriers to bring people in touch with important chapters of Vietnam’s past; Promotion of inter-regional dialogue Approach • Use “infotainment” and “edutainment” and all modern methods of communication and interpretation to deliver engaging information • Work up from individual historical periods to the recent past • Implement in-depth Vietnamese history classes and study tours • Develop history trails and routes with historic sites and interpretation centres Sustainability considerations • Sensitive conservation of historic sites • Sensitive interpretation of history and culture • Increase length of stay & spend by providing a range of high quality services • Ensure local employment opportunities in process
    9. 9. Encouter Meeting the Minority People Encouter Meeting the Minority People Fun & Enter- tainment Museums Fun & Enter- tainment Museums Accommodation Him Lam Resort Accommodation Him Lam Resort Catering Ethnic Food Catering Ethnic Food Culture-Special Place of revolution Culture-Special Place of revolution Wellbeing Nature activities / Trekking Wellbeing Nature activities / Trekking Marketing: Inspiring History Marketing: Inspiring History Product Line Culture „Endless Memories“ Mountainous experiences
    10. 10. MANAGEMENT & COORDINATION Destinations generate the services expected by customers. Collaboration of industries and their ability to compete, influences the competitiveness of the destination. Collaboration of the service providers and an enabling environment is necessary in the development of sales in destinations.
    11. 11. SURVEY RESULTS OF 8 NWPROVINCES The survey was conducted amongst 8 participants of the 8 NW Technical Working Group. All stakeholders agreed that cooperation is definitely useful and necessary for a sustainable and professional tourism development, especially in marketing and promotion, policies and strategies, quality standards, and human resources.
    12. 12. Responses 8 Marketing /Promotional Activities applied by DCSTs
    13. 13. • Interaction / cooperation between all stakeholders is ranging between very good and quite good • The majority evaluates stakeholder interaction / cooperation with districts within a province very good • However there is still improvement for inter-provincial cooperation, with the business sector and on a national level • All DCSTs highly confirm the necessity of cooperation within all listed fields of activities • Membership and stakeholder management receives a lower degree of necessity Interactions of stakeholders and useful areas of cooperation   Necessary Could be  useful Un- necessary Marketing & Promotion of North-western tourism 8 Membership & Stakeholder Management 3 4 1 Policies and strategies within North-western 8 Information research 7 1 Product development 8 Development of (quality) standards 7 1 Human resource development 8 Responses 8
    14. 14. Examples of good practice covered in the Responsible Tourism Toolkit / delivered through the Seminars which are linked to NWProvinces collaboration and Cultural Heritage Tourism: Re spo nsible To urism Pro duct De ve lo pm e nt Suppo rt Re spo nsible To urism De stinatio ns Re spo nsible Marke ting and Co m m unicatio ns in To urism Co m m unity actio n in Re spo snible To urism … RESPONSIBLE TOURISMSEMINARS
    15. 15. The ‘Environmentally and Socially Responsible Tourism Capacity Development Programme’ (2011 - 2015) is a European Union funded sector programme within the main activities in 1) Policy support and institutional strengthening, 2) Product competitiveness and public-private dialogue and 3) Vocational education and training. www.esrt.vn