[yrc]-thuc trang va nhung giai phap de xuat de nang cao nang luc ung dung mkt dien tu trong hoat...

7/31/2019 [YRC]-Thuc Trang Va Nhung Giai Phap de Xuat de Nang Cao Nang Luc Ung Dung MKT Dien Tu Trong Hoat Dong Cu

1/91

B GIO DC V O TO

TRNG I HC NGOI THNG

---------o0o---------

CNG TRNH D THI CUC THI

Sinh vin nghin cu khoa hc trng i hc Ngoi thng 2009

Tn cng trnh

THC TRNG V NHNG GII PHP XUT NNG CAO NNG

LC NG DNG MARKETING IN T TRONG HOT NG CA CC

DOANH NGHIP DU LCH VIT NAM

Nhm ngnh: XH1b

H Ni, thng 7 nm 2009


2/91

http://svnckh.com.vn 2

Mc lcLI M U.. 1

CHNG I: TNG QUAN VMARKETING IN T 3

1.Cc khi nim v c im ca marketing in t 31.1. Khi nim marketing in t 3

1.1.1. Khi nim theo ngha hp 3

1.1.2. Khi nim theo ngha rng 4

1.2. Cc loi hnh marketing in t... 4

1.2.1. Xy dng website 5

1.2.2. Marketing bng c my tm kim. 5

1.2.3. Qung co trn cc trang web 5

1.2.4. EmailMarketing. 6

1.3. c im ca marketing in t.. 6

1.3.1. Mt s c im ca marketing in t ... 7

1.3.2. Mt s li ch v hn ch ca marketing in t . 7

2. Mc tiu v chc nng ca marketing in t 9

2.1. Mc tiu ca marketing in t... 9

2.1.1. Mc tiu ca marketing truyn thng... 9

2.1.2. Mc tiu ca marketing in t 10

2.2. Chc nng ca marketing in t 11

2.2.1. Chc nng ca marketing truyn thng 11

2.2.2. Chc nng ca marketing in t . 12

3. Vai tr ca marketing in t i vi hot ng ca DN du lch... 13

3.1. Vai tr ca marketing in t i vi ngnh du lch 13

3.2. V d v cng ty du lch trn Th gii ng dng thnh cng marketingin t... 15

CHNG II: THC TRNG V NH GI V NNG LC NG

DNG MARKETING IN T CA CC DOANH NGHIP DU LCH

VIT NAM 17

1. Tng quan v tnh hnh hot ng ca cc doanh nghip du lch Vit Nam

trong thi gian qua. 17

1.1. Vai tr ca ngnh du lch i vi n n kinh t Vit Nam... 17


3/91


1.2. C cu dch v ngnh du lch 19

1.2.1. Nhm cc phng tin vn chuyn... 19

1.2.2. Nhm cc nh hng khch sn.. 20

1.2.3. Nhm cc ngnh ngh truyn thng phc v cho ngnh du lch.. 21

1.2.4. Cc cng ty kinh doanh dch v du lich 22

1.3. C cu cc th trng pht trin dch v du lch Vit Nam. 23

2. S cn thit phing dng marketing in t vo hot ng kinh doanh

ca cc doanh nghip du lch Vit Nam 25

2.1. Tho g kh khn.. 26

2.2. Cng c hiu qu, tin li. 27

2.3. Cng c u vit,vt tri.. 27

3. Thc trng v nh gi nng lc ng dng marketing in t ca cc

doanh nghip du lch Vit Nam. 29

3.1. Thc trng v nh gi chung. 29

3.1.1 Nhng thnh tu t c.. 29

3.1.2. Nhng hn ch v thch thc tn ti. 34

3.2. nh gi hiu qu ng dng marketing in t. 39

3.2.1. Website:http://halongtravel.com/...................................................... 403.2.2. S dng v ti u ha cng c tm kim .. 46

3.2.3. Qung co trn cc trang web khc... 47

3.2.4. Email-Marketing... 48

4. Nguyn nhn 48

4.1. Nguyn nhn thnh cng. 48

4.2. Nguyn nhn ca nhng kh khn hn ch. 50

4.2.1. Cc nguyn nhn thuc mi trng ni ti ca cc doanh nghip du

lch Vit Nam 51

4.2.2. Cc nguyn nhn thuc mi trng kinh doanh.. 52

CHNG III: MT S GII PHP XUT NNG CAO NNG

LC NG DNG MARKETING IN T TRONG HOT NG KINH

DOANH CA CC DOANH NGHIP DU LCH VIT NAM. 54

1. Phng hng pht trin ngnh cng nghip dch v du lch Vit Nam... 54
http://halongtravel.com/http://halongtravel.com/http://halongtravel.com/http://halongtravel.com/


4/91


1.1. Mc tiu chung. 54

1.2. Mc tiu c th 54

1.3. Nhng nh hng pht trin cho ngnh du lch. 55

1.3.1. Pht trin mt s lnh vc.. 55

1.3.2. Pht trin cc vng du lch. 56

1.3.3. X hi ha pht trin du lch.. 56

2. Gii php v xut c th v vic nng cao nng lc ng dng marketing

in t.. 58

2.1. Gii php.. 58

2.1.1. Nhm gii php v pha nh nc . 58

2.1.2. Nhm gii php v pha B Vn ha-Th thao-Du lch, Tng cc du

lch v Hip hi du lch Vit Nam. 59

2.1.3. Nhm gii php v pha cc doanh nghip du lch Vit Nam 61

2.2. xut ca nhmtc gi. 66

2.2.1. Giai on 1 - Giai on chun b 66

2.2.2. Giai on 2 - Giai on pht trin.. 68

2.2.3. Giai on 3 - Giai on duy tr... 73

KT LUN. 79

LI M U

1. Tnh cp thit ca ti:


5/91


2. i tng nghin cu v mc tiu nghin cu:i tng nghin cu: Hot ng Marketing in t.

Mc tiu nghin cu: Khi qut thc trng ng dng marketing in t

t nu ra nhng gii php xut nng cao nng lc ng dng

marketing in t trong hot ng ca cc doanh nghip du lch Vit Nam.

3. Phm vi nghin cu: Cc doanh nghip du lch Vit Nam.4. Phng php nghin cu:

thc hin ti, cc phng php tng hp di y sc p dng:

Phng php h thng ha, tng hp, phn tch, thng k ti liu.

Nghin cu tnh hnh hot ng kinh doanh ca cc doanh nghip du lch

Vit Nam.

Phng vn trc tip.


6/91


CHNG I: TNG QUAN VMARKETING IN T

1. Cc khi nim v c im ca marketing in t1.1. Khi nim marketing in tNgy nay, vi s pht trin mnh m cakhoa hc v cng ngh thng tin, con

ngi khai thc v ng dng mt lot cc phng tin in t vo qu trnh

marketing ca cc t chc, doanh nghip. Cng vi vic i mi, ci tin chnh l

s ra i khi nim marketing in t (E-Marketing). C th ni rng trong giai on

hin nay, khi nim marketing in t tr nn khng cn xa l i vi cc do anh

nghip Vit Nam, c bit l cc doanh nghip c hnh thc kinh doanh dch v nh

ngnh du lch. Cc doanh nghip tng bc lm quen, nghin cu v pht trin

phng thc marketing hin i ny. Nh p dng nhng chin lc ca marketing

in t nnnhiu doanh nghip Vit Nam ginh c nhng thnh cng trong qu

trnh marketing ni ring v kinh doanh ni chung ca mnh.

c th hiu r v chnh xc v Marketing in t, chng ti xin a ra

nhng khi nim bao gm khi nim theo ngha hp v theo ngha rng ca

Marketing in t. Nhng khi nim di y c nhm tc gi nh gi l chnh

xc, d hiu v r rng hn c.

1.1.1. Khi nim theo ngha hpTheo cun sch E-Marketing ca Judy Straus, Adel El-Ansary v Raymond

Frost, marketing in t l kt qu ca cng ngh thng tin trong hai cch thc sau.

Th nht, n lm tng kh nng v hiu qu cc chc nng trong marketing truyn

thng. Th hai, cng ngh ca marketing in t chuyn i thnh nhiu chin lc

marketing khc. S bin i dn n nhng hnh thc kinh doanh mi lm tng

thm gi tr khch hng v li nhun cho doanh nghip.

Theo nh ngha ca Phillip Kotler: Marketing in t l qu trnh lp k

hoch v sn phm, gi, phn phi v xc tin i vi sn phm, dch v v tng

p ng nhu cu ca t chc v c nhn - da trn cc phng tin in t v Internet

1.1.2. Khi nim theo ngha rngTheo cun sch E-Marketing ca Judy Straus, Adel El-Ansary v Raymond

Frost, marketing in t l s s dng cng ngh thng tin trong nhng qu trnh thitlp, kt ni v chuyn giao gi tr n khch hng, tin hnh cc hot ng


7/91


marketing nhm t c cc mc tiu ca t chc v duy tr quan h khch hng

thng qua nng cao hiu bit ca khch hng, cc hot ng xc tin hng mc tiu

v cc dch v qua mng hng ti tho mn nhu cu ca khch hng.

Nhm tc gi cho rng khi nim marketing in t theo ngha rng trn l

kh y v chnh xc. Do trong bi nghin cu ny, chng ti xin s dng khi

nim trn da vo , a ra nhng phn tch v nh gi v khnng ng dng

marketing in t trong hot ng kinh doanh ca cc doanh nghip du lch Vit Nam

trong nhng phn tip theo.

1.2.Cc loi hnh marketing in tNhng hnh thc c bn ca Marketing in t bao gm:

Xy dng website (Brand Awareness)

Marketing qua cc cng c tm kim (Search Engines Marketing - SEM)

Qung co trn cc trang web (Web Display Advertising)

Qung co tng tc (Interactive Advertising)

Marketing lin kt (Affiliate Marketing)

Marketing qua th in t (E-mail Marketing)

Marketing qua Blog (Blog Marketing)

Marketing Virus (Viral Marketing)

Do khun kh gii hn ca ti nghin cu tp trung vo vic ng dng

marketing in t ca cc doanh nghip du lch ti Vit Nam nn chng ti ch cp

n bn hnh thc marketing in t ch yu v ph hp i vi c th ca cc doanh

nghip du lch Vit Nam hin nay. l xy dng website, cc cng c tm kim,

qung co trn trang web v email marketing.

1.2.1. Xy dng websiteMt website bao gm c phn ch, hnh nh, c th c thm m thanh v video,

c s dng truyn ti thng ip ca doanh nghip trn mng Internet, gii thiu

n khch hng tim nng vkhch hng hin ti v nhng cng dng, li ch ca sn

phm hoc dch v ca doanh nghip. Trang web c th bao gm c kh nng nm bt

c xu hng ca khch hng tim nng hoc trc tipgiao dch sn phm, dch v

trn mng Internet. Trang web cng c th c xem l h s gii thiu, trung tm th


8/91


tn ca doanh nghip trn mng Internet, v y cng l cch tt nht v n gin nht

hnh thnh v th hin c bn sc ring ca doanh nghip.

1.2.2. Marketing bng c my tm kim (SEM - Search EnginesMarketing)

C my tm kim l cm t dng ch ton b h thng bao gm b thu thp

thng tin, b lp ch mc v b tm kim thng tin. Cc b ny hot ng lin tc t

lc khi ng h thng, chng ph thuc ln nhau v mt d liu nhng c lp vi

nhau v mt hot ng. C my tm kim tng tc vi ngi dng thng qua giao

din trang web, c nhim v tip nhn v tr v nhng ti liu tho mn yu cu ca

ngi dng. Cc cng c tm kim khc nhau c nhng trnh t khc nhau sp xp

cc trang web theo mc tng thch vi t kho m bn tm kim. Cng c tm

kim c coi l s la chn u tin truy nhp tin tc hay thng tin v mt sn

phm v dch v no khng ch i vi nhng ngi mi truy cp vo mng

Internet m ngay c nhng nh marketing chuyn nghip. y l mt cng c

marketing trc tuyn thng qua sc mnh tm kim, bng cch xp hng lng truy

nhp ca trang web thng qua kh nng d tm.

1.2.3. Qung co trn cc trang weby l hnh thc mua cc v tr trn trang web khcbn ngoi cng ty t cc

mu qung co nh banner, logo, dng ch hoc hnh nh... Hnh thc marketing trc

tuyn ny pht trin ln t phng php qung co truyn thng l t cc mu qung

co trn cc bo v tp ch. Doanh nghip cn phi thit k trc nhng banner, logo

hay dng ch, hnh nh m mnh dng qung co. Sau , doanh nghip cn phi

tha thun v v tr qung co trn trang web, thi hn v gi cvi i din ca

cng ty thit k website. Phng thc qung co ny kh n gin v khng i hi

doanh nghip tn nhiu thi gian v cng sc.

1.2.4. Email Marketingy l phng thc cung cp thng tin v sn phm, dch v v thu thp phn

hi v sn phm, dch v t khch hng thng qua email. a ch email ca khch

hng tim nng v hin ti c th c thu thp, cp nht thng xuyn hoc c th

mua. Ngoi ra doanh nghip c th thng xuyn gi cc th gii thiu (newsletters)


9/91


hoc pht tn trn din rng nhng thng tin lin quan n sn phm ca mnh.

Phng thc ny c u im rt ln l chi ph thp v khng mang tnh xm nhp t

ngt nh tip th qua in thoi. Doanh nghip c th gi thng ip ca mnh n s

lng ngi rt ln, bt k ni u v trong thi gian nhanh nht.

1.3. c im ca marketing in tKinh doanh in t (E-Business) l phng thc ti u v lin tc ca hot ng

doanh nghip thng qua cng ngh s ha. Trong , thng mi in t (E-

Commerce) l thnh phn ca kinh doanh in t tp trung vo mng giao dch. Cn

marketing in t (E-Marketing) li l cch s dng cng ngh thng tin trong qu

trnh thit lp, kt ni v phn pht gi trn khch hng, v dnh cho vic qun lmi quan h vi khch hng trong cch thc gip ch cho t chc . Do vy, c th

ni marketing in tcng chnh l s p dng cng ngh thng tin vo thc tin ca

marketing truyn thng.

1.3.1. Mt sc im ca marketing in t- Mi trng: Marketing in t c t trong mt mi trng mi: Mi

trng Internet.

- Phng tin: Internet v cc thit bthng tin c kt ni vo Internet.- Bn cht: Marketing in t vn gi nguyn bn cht ca marketing truyn

thng l nhm tho mn mi nhu cu ngi tiu dng; tuy nhin, ngi tiu dng

trong thi i cng ngh thng tin s c nhng c im khc vi ngi tiu dng

truyn thng. Ngi tiu dng hin nay c xu hng v thi quen tip cn thng tin

theo nhng cch khc, nh gi sn phm da trn cc ngun thng tin mi v quyt

nh cho n hnh ng mua hng cng c sthay i.

Ngy nay, vi ng dng ca Marketing in t th khi nim th trng c

m rng ra thnh khng gian th trng (market place) th hin phm vi: th

trng c mrng hn trong thng mi in t. Thtrng y vn c hiu l

tp hp nhng ngi mua hin ti v tim nng. Tuy nhin, ngi mua hin ti v

tim nng c mrng hn rt nhiu nhc Internet v cc phng tin cng ngh


10/91


thng tin, in t. iu ny xut pht t chnh bn cht ton cu ca Internet, cho php

thng tin v sn phm, dch v c thn vi mi c nhn, t chc trn khp th gii

v giao dch cng c thc thc hin thng qua Internet, khin phm vi khch hng

hin ti v tim nng c mrng hn.

1.3.2. Mt s ch li v hn ch ca marketing in tch li

S xut hin ca marketing in t em li nhiu li ch nh truyn ti thng

tin n s lng ln i tng tip nhn vi chi ph thp hn hn so vi hnh thc

marketing truyn thng. Thng ip c truyn ti di nhiu hnh thc phong ph

v a dng nh vn bn, hnh nh v m thanh, phim nh v tr chiMarketing in t c tnh cht tng tc cao nhchc nng truy cp v kt ni

nhanh chng thng qua Internet, do i tng nhn thng ip c th phn hi tc

khc hay giao tip trc tip vi i tng gi thng ip. Hn na, ngi tiu dng v

khch hng c th truy cp thng tin sn phm v thc hin giao dch, mua bn ti mi

lc v mi ni. y chnh l li th ln v c th ca marketing in t so vi cc

loi hnh marketing khc.

Marketing in t pht trin da trn qu trnh m rng v qung b doanhnghip nh vic s dng cc phng tin trc tuyn v mt trong nhng li th ln

ca hnh thc ny l s c sn ca lng rt ln thng tin. Marketing in t gip

doanh nghip c iu kin tip cn v m rng th trng d dng v nhanh chng

hn.

Ngoi ra, marketing in t cn kt hp tnh sng to v k thut cao ca cng

ngh thng tin v h thng mng Internet, bao gm thit k, pht trin, qung co v

bn hng. Nh , doanh nghip s dng marketing in t c th tit kim c chi

ph bn hng nh chi ph thu mt bng, gim s lng lc lng bn hngSo snh

vi cc phng tin khc nh in n, bo i hay truyn hnh th marketing in t c

li th rt ln nh chi ph thp.

Mt im li th ca vic s dng marketing in t l cc hot ng ca hnh

thc hin i ny l khi trin khai, doanh nghip c th d dng theo di v nh gi

hiu qu marketing. V d nh dch v Web Analytic cho php theo di s lngngi truy cp hay ni dung c nhiu ngi quan tm, t doanh nghip c th


11/91


nh gi thng ip pht i c ng vi nhu cu v mong mun ca khch hng hay

khng.

Hn ch

V phng din k thut, marketing in t i hi khch hng phi s dng

cc k thut mi hin i, do khng phi mi i tng khch hng c th tip cn

n vi nhng hnh thc marketing in t ca doanh nghip. iu ny lm gim i

mt s lngkhch hng nht nh, v hn ch nhiu trong vic m rng nhng th

trng tim nng cn c khai thc.

Bn cnh , ng truyn tc chm cng l mt tc nhn gy kh khn v

bt tin i vi hnh thc marketing in t. Nu cng ty xy dng website ln v

phc tp qung b sn phm, nhiu khch hng s gp kh khn khi s dng, truy

cp vo trang web cng nh nhn v ti thng tin.

V phng din bn hng, mt hn ch ln nht ca marketing in t l

khch hng khng th chm, nm hay dngth, cm nhn trc tip sn phm trc khi

giao dch sn phm. Nhng i vi nhng ngnh kinh doanh dch v nh ngnh du

lch th hn ch ny ca marketing in t s c gim thiu i nhiu. Do gip

ngi tiu dng c th d dng hn trong vic ra quyt nh mua sn phm ca doanh

nghip.

2. Mc tiu v chc nng ca marketing in t2.1. Mc tiu ca Marketing in t

2.1.1. Mc tiu ca marketing truyn thngNu xt ti hot ng marketing phng din khi qut nht, n c s

dng t ti 3 mc tiu c bn nh sau:

Li nhun

Nhn chung, mi doanh nghip hot ng trn th trng, d c nhng mc tiu

trung gian no th mc tiu cui cng m h hng ti cng l li nhun kinh doanh.

Li nhun l ch tiu, l thc o mc hot ng hiu qu ca mt doanh nghip.

Marketing, bng con ng tha mn nhu cu ca ngi tiu dng, thng qua hot

ng tm hiu, pht hin, phn tch chnh nhng nhu cu , qua gip doanh nghipt c mc ch ca mnh, hay ni cch khc, thu v li nhun cho doanh nghip.


12/91


Marketing chia vng i sn phm thnh 4 giai on: thm nhp, tng trng,

chn mui v suy thoi. Vi mi giai on nh vy, hot ng marketing gip doanh

nghip nh gi sn phm mc ti u, hp l nht vi kh nng thanh ton ca ngi

tiu dng,ph hp vi tnh hnh th trng lc to ra c doanh s ti a v t

, c th c t ti li nhun ti a trong iu kin c th.

Th phn

Th trng l mt yu t khng th thiu i vi hot ng kinh doanh, ng thi

cng l mt trong nhng i tng quan trng nht trong hot ng marketing.

Doanh nghip no cng thnh cng trong vic chim lnh th trng s cng c nhiu

c hi nng cao doanh s hn. V ch tiu th phn cng cn phn nh li th cnh

tranh ca doanh nghip. C mt iu hin nhin l khng mt doanh nghip no hot

ng trn thng trng m khng cn thc ti cc i th cnh tranh ca mnh, do

vy, hot ng marketing xut hin cng nhm mc ch tr gip cho doanh nghip

tm thy c li th cnh tranh ca mnh, u l im mnh, u l im yu (gi c,

chi ph vn chuyn, ng gi, cht lng sn phm). iu ny ng vi cu ni:

Bit ngi bit ta, trm trn trm thng.

An tonBn cnh li nhun, ri ro l yu t lun song hnh cng cc doanh nghip.

ng trc mi k hoch hay c hi u t, doanh nghip lun phi au u cn nhc

v la chn gia s an ton v li nhun ha hn. Ri ro cng cao th li nhun ha

hn cng cng cao. Da vo cng tc nghin cu, phn tch th trng, phn on

nhng bin i trn th trng, nh gi v nh gi cc c hica hot ng

marketing, doanh nghip c th hn ch mc cao nht nhng bt trc c th xy n

trong vic kinh doanh ca mnh.

2.1.2. Mc tiu ca marketing in tNu nh marketing ni chung, hay marketing truyn thng tp trung vo 3 mc

ch c bn nh trn th marketing in t vi cng c ch yu lmng Internet v

cng ngh s ha c doanh nghip s dng nhm thc hin mt hay mt snhng

mc tiusau y:

Truyn ti cc thng ip v ccc th v tnh cht ca doanh nghip, giithiu cc thng tin v sn phm dch v m doanh nghip cung cp. Thc hin cc


13/91


vic nghin cu v cc c tnh (nhn khu hc, s thch v nhu cu) ca khch hng

hin ti v tim nng.

To ra s tng tc vmi quan h gn hn vi khch hng, t nng cao

vic thc y h tr v xc tin kinh doanh bng mt s hnh thc nh qung co hay

thng bo s kin ca doanh nghip trn Internet.

Giao dch cc sn phm ca doanh nghip vi ngi mua hng.

Nhn chung, nhng g marketing in t c th mang n cho doanh nghip

cng tng t nh marketing truyn thng, nhng vi cng c s ha, s tr gip ca

cng ngh thng tin, marketing in t lun th hin c nhng u vit vt tri ca

mnh. iu ny s c nhm tc gi trnh by c th nhng phn sau ca ti.

2.2. Chc nng ca marketing in t2.2.1. Chc nng ca marketing truyn thng

Marketing ni chung mang nhng chc nng nh sau:

- Nghin cu tng hp v thtrng pht hin ra c nhng nhu cu hin ti lnnhng nhu cu tim nng ca thtrng, cng vi trin vng pht trin ca th

trng.

- Hoch nh chnh sch kinh doanh ca doanh nghip nh: Chnh sch snphm, chnh sch gi, chnh sch phn phi, chnh sch xc tin v h trkinh

doanh

- T chc thc hin nhng chnh sch ni trn, bao gm cc hot ng:

Nghin cu nhm to ra nhng mu sn phm mi, p ng nhu cu ngy

cng cao ca ngi tiu dng.

T chc v hon thin h thng phn phi cc sn phm.- iu tit v thc hin cc hot ng sn xut, ng gi, vn chuyn, bn hng,

qung co, dch vtheo mt chu trnh thng nht.

- Thc hin vic kim tra gim st hot ng kinh doanh theo k hoch.2.2.2. Chc nng ca marketing in t

Nu nh cc hnh thc marketing truyn thng tp trung vo cc chc nng

nghin cu, pht trin th trng, hoch nh v trin khai chnh sch bng nhng cngc v phng php thng thng, th marketing in t cng thc hin nhng chc


14/91


nng, nhng c nhn mnh nhng cng c thng minh vt tri, l nhng

phng tin in t v mng vin thng. V d nh my tnh, laptop, in thoi thng

minh, mng internet, mng di ngMarketing in t vi s tr gip ca cng ngh

thng tin s gip doanh nghip:

Thc hin hnh vi marketing theo tng i tng khch hng. Vic phn chia

khch hng c th c thc hin v cng nhanh gn v t ng nh nhng phn

mm chuyn dng, phn loi khch hng theo nhng tiu ch nht nh, ph thuc vo

c tnh sn phm cung cp, gi c sn phm, truyn thng mua sm tng quc gia

Nghin cu, thc hin nhng iu tra kho st thtrng in t vi thi gian

ngn, chi ph thp. Qung co trc truyn vi cc hnh thc nh gi email ti tng

nhm i tng, treo nhng logo, banner bt mt trn website cng ty thu ht

khch hng.

Thc hin tng tc vi khch hng, qua nhng bng iu tra, phiu hi trc

tuyn, din n thu thp kin khch hng, hp th tr li thc mc tng

X l nhng giao dch trc tuyn, ring chc nng ny c th h trrt nhiu

cho hot ng thng mi v giao dch in t ca doanh nghip.


15/91


3. Vai tr ca marketing in ti vi hot ng ca doanh nghip du lch3.1. Vai tr ca marketing in ti vi ngnh du lch

Theo nh gi ca cc t chc nghin cu du lch quc t, Vit Nam hin ang

c cho l im n an ton nht trong khu vc v l t nc giu tim nng v du

lch. Nhng nu ch da vo nhng yu tnh an ton, ngun ti nguyn thin nhin

phong ph th ngnh du lch ca chng ta vn cha c c s thc s khi sc v

pht trin bn vng.

i vi ngnh du lch, nhn chung khng th p dng c cu ni Hu x t

nhin hng, mun thnh cng, t c lng khch du lch trong v ngoi nc

hng nm khng ngng tng, cc bin php marketing hiu qu cn c p dng trit

. Tuy khng phi l mt hot ng truyn thng, v cng mi xut hin Vit Nam

hn chc nm (nm 1997, mng Internet mi xut hin Vit Nam v sau pht

trin vi tc chng mt) nhng marketing trc tuyn, hay marketing in t th

hin khnng vt tri ca mnh trong s pht trin ca mi ngnh ngh, c bit l

lnh vc du lch. Du lch, c th ni l mt ngnh dch vc bit, v sn phm m n

cung cp khng phi l hu hnh, m l nhng sn phm mang tnh cht v hnh.

c th l mt tour du lch, nhng ba n ngon ti khch sn ni ting, nhng bi bin

p, cng vin gii trDo vy, vi tnh cht trc tuyn, qua mng, marketing in tl mt phng tin qung b hu ch cho doanh nghip v l mt knh thng tin v

cng tin li cho ngi tiu dng. C th khi qut nhng vai tr quan trng ca

marketing in ti vi ngnh du lch thng qua hai i tng trn nh sau:

i vi doanh nghip du lch

Marketing in t gip cho doanh nghip du lch truyn ti c thng tin ti

tn tay ngi tiu dng vi tc cao, thm ch l ngay tc th, cp nht v trn gi.

Ngi dn Vit Nam c tp qun chn a im v dch v du lch qua tip th truyn

ming, h c th tm hiu qua ngi thn, bn b, ng nghip ri t mnh tm kim

thng tin trn mng, chn la nhng im n ph hp nht vi s thch, kh nng ti

chnh, sc kheca mnh. Thng tin ny c th n vi khch hng ngay lp tc sau

khi cng ty du lch a ln trang web ca mnh.

Cc tour du lch, cc chng trnh khuyn mi, gim gi, tng km, u ic

th c th hin qua nhiu hnh thc nh email, din n, bannertrn cc trang


16/91


web c lng truy cp cao. Cng ngh thng tin c th gip doanh nghip d dng

qun l v phn loi h thng khch hng ca h vi s tr gip ca nhng phn mm

hin i. Cc doanh nghip s dng nhng lin kt hiu qu trang web ca mnh vi

cc trang web tm kim, tra cu ni ting nh Google, Yahoo, MSN, qung b hnh

nh du lch Vit Nam qua cc clip t ng hin ra trn nhng trang web ni ting.

i vi khch hng

Marketing in t l mt hot ng khng th thiu trong nn kinh t hin i,

thm ch n cn l mt xu hng tt yu ca x hi, hot ng ny mang ti cho ngi

tiu dng nhiu tin ch nh sau:

Ngi tiu dng hon ton khng phi mt cng i tm hiu tn ni, hao ph

tin ca, thi gian v sc lc c c thng tin v sn phm m ch cn n gin lngi nh, dng my tnh kt ni Internet ca mnh tm kim, tra cu thng tin v

chuyn du lch sp ti ca mnh. H c th c c mi thng tin cn thit. V d, mt

khch hng mun tm hiu v d nh i mt chuyn du lch ti Nha Trang. Anh ta ln

mng v c th tm c v vn hnh nh v Nha Trang, chi ph n , cc tour v lch

trnh c th, so snh cc tour vi nhau

Vi trng hp khch hng cha c nh du lch th marketing in t cng l

mt phng thc hu ch mang li cho ngi tiu dng nhng ch li nht nh. Khi

h click vo mt trang web bt k c nhng logo, banner hoc clip v cc chng trnh

khuyn mi du lch, qung co v mt khu du lch sinh thi mi khai trngh c

th s t m, tm hiu v rt c th s chp nhn chuyn i du lch , mc d trc

y, h cha h c nh ny.

Trc y, khi cha c mng Internet, vic i du lch dng nh l mt vic xa

x, tn km, v ngi tiu dng khng nhng phi ti tn mt hoc mt vi, thm ch lrt nhiu cng ty du lch tm hiu, so snh v chn la, ng k, np tinHin

nay, vi mng Internet v h thng ngn hng t ng, h hon ton c th chn cho

mnh mt sn phm du lch, t v qua mng, tr tin bng th ti khon, v cng on

cui cng ch cn l tn hng chuyn du lch ca mnh, m khng h tn cng i li,

hay mi chi ph khng cn thit khc.

3.2. V d v cng ty du lch trn Th gii ng dng thnh cng

marketing in t


17/91


Nhn bit c tm vai tr v s cn thit ca vic ng dng marketing in t,

cc quc gia trn th gii lun c gng xy dng nhng chin lc marketing in t

hiu qu v sng to, nhm qung b cho ngnh du lch ca nc mnh.

Di y l mt bi hc kinh nghim ca ngnh du lch Australia, chin lc

ny cn c nh gi l chin lc qung b thng minh nht th gii. Chin lc

mang tn Cng vic tt nht th giido CumminsNitro, mt cng ty qung co

Melbourne, Australia, thc hin. Chin dch ny ginh c v tr cao nht trong

gii One Show ln th 34 New York - mt trong nhng gii thng danh gi nht

ca ngnh cng nghip qung co ton cu.

S t ph trong chin dch ny l khai thc trit Internet v cc phng

tin truyn thng, nhm thu ht hn 34.000 bi vit cho cng vic chm sc di san h

ngm khng l qun o Hamilton v ngi vit ot gii s c hng lng

110.000 USD. Chi ph cho chin dch ny ch khong trn 1 triu USD, tuy nhin hiu

qu qung co ton cu ca n li c c tnh ln ti 150 triu USD. Chng trnh

thu ht c 7 triu lt ngi quan tm v tham gia, vi 34.000 video di 1 pht

t 200 quc gia, 200.000 blog v khong 43.000 bi vit v gii php nhm chm sc

cho nhng di san h ngm .

Qu tht, cuc thi ny thu ht c s quan tm khng ch ca ngi dnnc c v hiu qu qung b du lch ca n cng cha tng thy. C th thy rng,

nhng tc ng tch cc ca truyn thng, ca cc phng tin in t trong qung b

du lch, nht trong bi cnh pht trin khng ngng ca nhng trang blog, hay cc

mng x hi nh ngy nay l khng th ph nhn c. V cn g th v hn, khi

khng phi chnh quyn a phng t PR cho hnh nh ca mnh m chnh cc

blogger vit bi qung b du lch cho a phng thng qua trang blog c nhn ca

h, chng s mang tnh khch quan hn rt nhiu, c bit l t nhng blogger ni

ting, hiu qu qung b s cng cao.

Tuy nhin thc t cho thy, vai tr ca cc phng tin in t trong qung b

du lch vn cha c nh gi v quan tm xng ng. Thnh cng vang di ca

chin dch mang tn "Cng vic tt nht th gii" ca Queensland, Australia c l l

bi hc ng gi cho nhiu quc gia c th thay i t duy sng to, t tm ra con

ng marketing hiu qu cho ngnh du lch t nc mnh.


18/91



19/91


CHNG II: THC TRNG V NH GI V NNG LC NG DNG

MARKETING IN TCA CC DOANH NGHIP DU LCH VIT NAM

1. Tng quan v tnh hnh hot ng ca cc doanh nghip du lch Vit Namtrong thi gian qua

1.1. Vai tr ca ngnh du lch i vi nn kinh t Vit NamDu lch c coi l mt trong s nhng ngnh kinh t mi, cn non tr ca Vit

Nam song vai tr ca n i vi nn kinh t Vit Nam li v cng to ln. Du lch gp

phn gip nn kinh t Vit Nam chuyn dch c cu theo hng hin i, tng ngun

thu ngoi t, rt ngn khong cch tt hu v tng cng hi nhp quc t.

Nhn chung, t trng ngnh ca mt nn kinh t th hin tnh trng ca nn kinh

t. Cc nc c nn kinh t pht trin th dch v v cng nghip chim t trng

ln, nng nghip chim t l nh trong c cu. Ngc li, cc quc gia ang pht

trin, nng nghip li chim t trng kh cao. Nn kinh t Vit Nam c coi l mt

nn kinh tang pht trin. Trong c cu GDP ca Vit Nam hin nay, ngnh nng

nghip ang c xu hng gim dn nhng vn chim mt t l ln. Tuy nhin, trong

nhng nm gn y, khch du lch quc tn Vit Nam ngy cng nhiu hn, doanh

thu ca ngnh du lch ngy cng tng ln; do vy, c cu kinh t ca Vit Nam ang

c nhng bc chuyn bin ng k. C th thy, t trng ca ngnh dch v du lchngy cng tng, t trng ca ngnh nng nghip ngy cng gim. T, c th khng

nh rng du lch c vai tr ln trong vic chuyn dch c cu kinh t Vit .

Khng ch gip nn kinh t Vit Nam chuyn dch c cu, du lch cn ng vai

tr l mt ngun thu ngoi t ln. y mnh hot ng du lch v ang em li

nhng hiu qu thit thc cho nn kinh t. Theo s liu ca Tng cc du lch Vit

Nam, lng khch du lch n Vit Nam ngy cng tng. Nm 1995, tng s lt

khch quc tn Vit Nam l 610.600 lt khch. Con sny tng gp i sau 6

nm; tng slt khch quc tn Vit Nam nm 2001 l 1.221.200 lt khch. Ta

thy rng, slng khch quc tn Vit Nam khng ngng tng qua cc nm.

Bng 1: Bng s liu vlt khch quc tn Vit Nam

tnm 2003 n nm 2008

2003 2004 2005 2006 2007 2008


20/91


Slt khch

quc tn

Vit Nam

1238500 2927876 3467757 3583468 4171564 4235740

So snh vi

nm trcX 20.5% 18.4% 3% 16% 0.6%

(Ngun: Tng cc du lch Vit Nam)

Du khch nc ngoi n Vit Nam mang li ngun thu ln cho nn kinh t

Vit Nam. Nh lng khch du lch tng hng nm nn doanh thu t ngnh du lch

cng tng ln. Nm 1999, doanh thu t ngnh du lch l 15.600 tng. Nm 2002, du

lch ng gp cho nn kinh t quc dn 23.300 tng. Sang n nm 2005, con s

ny ln ti 30.000 tng, tng 15.4% so vi nm 2004 v tng 28,75% so vi nm

2003. c bit, nm 2008, doanh thu ca ngnh du lch ln ti 4 t USD (khong

71.200 tng). C th thy rng, du lch thc s l mt trong nhng ngnh kinh t

mi nhn, quan trng, thu v mt lng ln ngoi t, thc y nn kinh t pht trin v

rt ngn khong cch ca nn kinh t Vit Nam vi cc nc trong khu vc v trn th

gii.Ngoi ra, du lch cn c vai tr l cu ni vn ha, a nn vn ha ca Vit

Nam ra th gii. Mc ch ca pht trin du lch khng ch l li nhun kinh t, iu

quan trng v cn bn hn l du lch cn trc tip gp phn nng cao v th, hnh nh

ca Vit Nam i vi th gii cng nh cc nc trong khu vc. Qua du lch, khch

mun phng c dp hiu hn vcon ngi, t nc, kinh t, vn ha Vit Nam. Do

, du lch l cch thc a Vit Nam tip cn vi th gii, gii thiu Vit Nam ra th

gii. y cng c coi l mt vai tr v cng quan trng ca du lch. Lm thno xy dng c mt ngnh du lch pht trin, thn thin, bin du lch thnh s gi ca

ha bnh v hu nghcng chnh l mt trong nhng nhim v cp thit hin nay ca

ngnh du lch Vit Nam.

Ngnh du lch, vi nhng vai tr ca mnh ang ngy cng trthnh mt ngnh

kinh t quan trng ca Vit Nam. S pht trin du lch tc ng trc tip n nn kinh

t quc dn, thc y cc ngnh sn xut v dch v pht trin, tng t trng dch v


21/91


trong tng thu nhp quc dn, khi phc c nhiu ngh truyn thng, v a hnh

nh Vit Nam n gn hn vi th gii.

1.2. C cu dch v ngnh du lchVi nhng vai tr quan trng c cp trn, ngnh du lch cng phi

xy dng cho mnh nhng dch v nhm phc v tt nht cho khch du lch trong v

ngoi nc. Cc dch vchm lo cho du khch t lc bt u cho ti ngy kt thc

chuyn i chnh l nhng dch v thuc c cu ca ngnh du lch. C cu dch v

ngnh du lch bao gm rt nhiu nhng phn ngnh khc nhau v cng c rt nhiu

cch thc phn chia c cu dch v ca ngnh du lch. Tuy nhin, nhm tc gia ra

cch phn chia m theo chng ti l kh chnh xc v r rng nht, l 4 nhm dch

v tiu biu: cc phng tin vn chuyn, h thng nh hng khch sn, cc ngnh

ngh truyn thng phc v cho ngnh du lch, v cc cng ty kinh doanh dch v du

lch.

1.2.1. Nhm cc phng tin vn chuynTrc ht, c th khng nh rng cc phng tin vn chuyn l mt trong

nhng dch v h tr tch cc nht cho ngnh du lch. l phng tin giao thng

ng khng nh my bay; cc phng tin giao thng ng bnh tu ha, t, xe

khch, xe but, xch l; cc phng tin giao thng ng thy nh tu bin, ca n,..Cc phng tin vn chuyn ng vai tr rt quan trng bi v chnh l cu ni gia

cc vng lnh th trn th gii, gia cc thnh ph trong mt quc giaCht lng

ca cc phng tin vn chuyn v s pht trin ca ngnh du lch c mi quan h vi

nhau. Cc phng tin vn chuyn nu c th phc vc nhu cu i li ca khch

du lch, to cho khch du lch cm gic an ton, thoi mi th skch thch c s

pht trin ca ngnh du lch; nu khng p ng c nhu cu trn th s cn trs

pht trin ca ngnh du lch.

Trong thi gian va qua, ngnh du lch Vit Nam cng ra sc pht trin cht

lng ca cc phng tin vn chuyn phc v tt nht nhu cu ca khch du lch

trong nc v nc ngoi. Trc ht, vng khng, rt nhiu chuyn bay vi mc

gi khc nhau c a ra c th ph hp vi nhu cu ca nhiu nhm khch hng

c thu nhp khc nhau. V dnh hng hng khng quc gia Vietnam Airline lin

tc mthm rt nhiu chuyn bay mi, bay thng n cc thnh phtrong nc cngnh nc ngoi gip khch hng tit kim chi ph. Cc phng tin giao thng


22/91


ng bnh tu ha, xe khch cng c nng cp vi cc dch v mi nh xe but

c ging nm, xe but hai tng, phc vkhn lnh min ph, cung cp ung min

ph.cng nhm mc ch h trkhch hng mt cch ti a. H thng xch l mt

s thnh phnh H Ni, Hucng c qui hoch v pht trin mt cch hp l

nhm tha mn nhu cu ca khch du lch m li khng lm nh hng ti giao thng

v trt t. Vcc phng tin ng thy, h thng thuyn v tu ca chng ta cng

khng ngng c nng cp ngy mt hin i hn. Tng cc du lch Vit Nam

ban hnh nhng tiu chun cho nhng con thuyn 2 sao, 3 sao, 4 sao, thng xuyn c

cc t kim tra, nh gi hng nm kim sot c cht lng v kp thi nng

cp. Phi ni rng, h thng phng tin vn chuyn an ton, em li thoi mi cho du

khch chnh l mt phn khng th thiu v rt cn c quan tm trong c cu dch

v du lch.

1.2.2. Nhm cc nh hng khch snH thng nh hng, khch sn cng l mt b phn thuc c cu dch v ca

ngnh du lch. Khch du lch khi n thm bt c vng no cng cn c ni n

ung nghngi, nn trong nhiu nm va qua h thng khch sn c u t, nng

cp v xy mi. Rt nhiu khch sn cht lng cao c xy dng khp Vit

Nam, c bit l h thng cc khu nghdng cao cp (resort) v cc khch sn 5 sao;c th kn nh khch sn Sofitel Plaza (H Ni), Melia (H Ni), khch sn Bn

Thnh- Rex (TP.HCM), Nikko (H Ni), Evason Ana Mandara Nha Trang (Khnh

Ho), Vinpearl Resort & Spa Nha Trang (Khnh Ho), Furama ( Nng)

S pht trin ca cc h thng nh hng, khch sn cng c mi quan h vi s

pht trin ca ngnh du lch. H thng nh hng khch sn cht lng cao, phc v tt

s kch thch du lch pht trin, h thng nh hng km cht lng s km hm s pht

trin ca ngnh du lch. c bit, nng cao cht lng ca h thng khch sn

Vit Nam, trong nhng nm gn y, Tng cc Du lch Vit Nam a ra gii

thng 10 khch sn hng u Vit Nam. Gii thng ny c Tng cc Du lch

khi xng tnm 1999 trong mt chng trnh qung b du lch Vit Nam, khuyn

khch cc khch sn nng cao cht lng sn phm v dch v. Gii thng c t

chc thng nin v c trao cho 10 khch sn tt nht Vit Nam. nhn c gii

thng c uy tn ny, bn cnh cc tiu chun c bn vc sh tng v dch v, cckhch sn ot gii cn phi t c mt s tiu chun khc nh m bo an ninh trt


23/91


t trong khch sn, bo m tuyt i an ton v ti sn v tnh mng cho khch n

lu tr v vui chi gii tr, an ton v sinh thc phm,... t c gii thng cao qu

do chnh Tng cc Du lch trao tng cng l mt trong nhng phng thc qung b

hiu qu v khng nh thng hiu ca khch sn.

1.2.3. Nhm cc ngnh ngh truyn thng phc v cho ngnh du lchCc ngnh ngh truyn thng cng l mt trong nhng ngnh b trcho ngnh

du lch. Khch du lch n nc ta ngoi mc ch tham quan nhng cnh p cn

mun tm hiu v nhng nt vn ha, nhng ngh truyn thng ni ting ca t nc

Vit Nam nh tranh ng H, gm s Bt Trng, la Vn Phc,v cc mt hng th

cm, th cng m ngh khc... Nhng mt hng truyn thng ny u l sn phm ca

mt nn vn ha mang bn sc ring, c c kt v lu truyn tbao i nay. Mi

mt hng, mi sn phm u gn vi mt lng ngh truyn thng, hay ni cch khc,

mi lng ngh u ni ting v c bit n vi mt sn phm c trng no .

Khch du lch n Vit Nam thng rt t m tm hiu v yu thch nhng mt hng

th cng truyn thng ny, cho nn hthng mua li lm qu lu nim, qu tng

hay vt k nim.

Bn cnh , nhng loi hnh ngh thut truyn thng nh ma ri nc, ca tr,

nh nhc cung nh Hu, quan h Bc Ninh hay nhng di sn vn ha phi vt thnh o di cng c nhng sc ht k l vi du khch nc ngoi. Nu ngnh du lch c

nhng k hoch v chin lc bo tn v pht trin nhng ngnh ngh ny mt

cch hp l, chng ta s c th thu ht mt lng rt ln khch du lch quc tn

Vit Nam hng nm.

1.2.4. Cc cng ty kinh doanh dch v du lchYu t cui cng chnh l cc cng ty kinh doanh dch v du lch. Cc cng ty

du lch khng a ra mt sn phm c th cho khch du lch, nhng cc cng ty ny

lm nhim v kt ni cc dch v khc nhau v cung cp cho khch hng sn phm

cui cng: l mt tour du lch vi y cc dch vnh phng tin vn chuyn,

nh hng khch sn, cc loi hnh ngh thut truyn thng Cc cng ty du lch chnh

l cc cng ty sp xp btr tour, ln chng trnh, b tr khch sn, nh hng, qun l

v phn bhng dn vin. Nhng hot ng ny c vai tr v cng quan trng

trong s pht trin ca ngnh du lch bi v n tng ca khch du lch v mt tnc ph thuc vo nhng dch vm du khch c p ng, nhng cnh p m


24/91


khch du lch c n thm, nhng mn ngon c thng thc, thi ca hng

dn vin i vi khch v mt s yu t khc. Cc cng ty du lch kt hp cc nhn

t khc nhau ca dch v du lch to ra c sn phm cui cng cho khch hng.

Cng chnh cc cng ty du lch trong nc kt hp vi cc cng ty du lch nc

ngoi t chc tour cho khch tham quan, thc hin nhng trao i, giao dch u

tin vi khch hng, to nhng n tng u tin cho khch hng.

Tuy nhin, khng phi trong mi trng hp, khch hng u t tm n vi

cng ty m cc cng ty du lch cn c mt trch nhim v cng quan trng l tm

kim khch hng tim nng cho mnh. Thng thng, cc cng ty du lch Vit Nam

thng tm kim khch hng thng qua 2 cch sau y. Cch th nht c dnh cho

nhng khch hng n Vit Nam trc ri mi tm cc tour du lch ph hp vi mnh.

Cch th hai l cch dnh cho nhng khch hng b sc ra tm kim thng tin qua

mng trc, t tour v dch vtrc khi n Vit Nam. Vi nhng khch hng thuc

nhm ngi n Vit Nam ri mi tm tour du lch, cc vn phng ca cc cng ty du

lch t trn cc tuyn ph trng im v du lch nh Hng B, Hng Trng, M

Mys l cch lm hiu qu nht ca cc cng ty du lch. Mt vn phng c b tr

gn gng, sch s vi nhiu tri qung co, poster bt mt; i ng t vn vin nhit

tnh, ht lng t vn, gip khch; catalogue p mt vi nhng thng tin chi tit, cth; gi c cnh tranh chnh l cch m rt nhiu cc cng ty du lch hin nay ang

thc hin. i vi nhm khch hng th hai, trang web chnh l cng c hu hiu

nht. Cng ty du lch no c th to lp c mt trang web p hn, y thng tin

hn v d dng tm thy bng cc cng c tm kim nh Google, Yahoo hn th

cng ty c c li th cnh tranh. Cc cng ty kinh doanh dch v du lch, vi

nhng vai tr khc nhau ca mnh chnh l mt trong nhng nhn t v cng quan

trng trong c cu dch v ngnh du lch Vit Nam.

1.3. C cu cc thtrng pht trin dch v du lch ca Vit NamTh trng pht trin dch v du lch ca Vit Nam c chia ra lm hai th

trng chnh: l thtrng trong nc v thtrng nc ngoi.

Thtrng trong nc bao gm nhng khch du lch Vit Nam c nhu cu i du

lch trong nc cng nh nc ngoi. Nhng nm trc y, khi nn kinh t Vit Nam

cn gp nhiu kh khn, nhu cu i du lch i vi ngi dn cn l mt nhu cu xax. Tuy nhin, trong vng 10 nm tr li y, khi mc sng ca ngi dn tng cao,


25/91


cc nhu cu vn, mc, c p ng tt th ngi dn bt u hng n

nhng nhu cu cao hn, v dnh i du lch. Ngi dn Vit Nam, vi tnh cch thch

i y i , khm ph cho nn thtrng trong nc ha hn l mt thtrng y

tim nng pht trin. Ngy nay, khch du lch Vit Nam ch yu hng n nhng

danh lam thng cnh p trong nc nh vnh H Long, bin Nha Trang, Nng,

Lng C, nhng thnh php v th mng nh Lt, Sa PaNhiu du khch cn

chn cho mnh mt tour du lch xuyn Vit di ngy c th khm ph ht vp

ca t nc. Mt b phn khch hng khc th chn cho mnh nhng tour du lch

nc ngoi, m ph bin nht l cc nc thuc khu vc ng Nam v Nam nh

Thi Lan, Singapore,..Theo Tng cc Du lch, nm 2008, ngnh du lch phc v

cho hn 20 triu lt khch ni a, l mt con s khng h nh.

Thtrng nc ngoi chnh l nhng khch du lch nc ngoi c nhu cu i

du lch ti Vit Nam. Khch du lch nc ngoi n Vit Nam c thn t rt nhiu

quc gia khc nhau; trong , nhiu nht l cc khch du lch n t Trung Quc, M

v mt snc chu u... Di y l bng tng hp khch du lch quc tn Vit

Nam nm 2008.

Bng 2: Khch quc tn Vit Nam nm 2008 cn ctheomt s thtrng ln (n vtnh: lt ngi)

Quc gia Nm 2008 Nm 2008 so vi nm 2007 (%)

Trung Quc 650.055 113,1

Hn Quc 449.237 94,5

M 417.198 102,2

Nht Bn 392.999 93,9

i Loan (TQ) 303.527 95,1

c 234.760 104,5

Thi Lan 183.142 109,6

Php 182.048 99,1

Malaysia 174.008113,4


26/91


Singapore 158.405 114,6

Cc thtrng khc 1.108.362 95,0

(Ngun: Tng cc thng k)

Th trng ngoi nc lun l mt th trng tim nng, mang li ngun thungoi t ln cho nn kinh ttrong nc. C th thy rng, Vit Nam l mt t nc

vi nhiu danh lam thng cnh p, nn chnh trn nh, an ton, ngi dn gn gi,

thn thin, c nh gi l im n l tng i vi nhiu du khch trn th gii.

Trn thc t, tng slt khch quc tn Vit Nam u tng nhanh qua mi nm.

Ngnh du lch Vit Nam qua nhng phn tch s liu v don hon ton c th xc

nh c nhng thtrng tim nng cho mnh, t cn ra nhng bin php u

t xng ng kch thch s pht trin ca nhng thtrng tim nng ny.

Tuy nhin, d l th trng trong nc hay ngoi nc u c nhng im

mnh ring v ng gp nht nh vo tng thu nhp ca t nc, khng th ni th

trng no l ng u t hn th trng no. Do vy, ngnh du lch phi lun ch

trng n vic kt hp v pht trin ng thi, cn xng hai thtrng trong nc v

ngoi nc ngnh du lch c th pht trin mt cch cn i v ng u nht,

mang li li ch kinh t ln nht, trthnh mt ngnh kinh tmi nhn cho nn kinh t

Vit Nam.

2. S cn thit phi ng dng marketing in t vo hot ng kinh

doanh ca cc doanh nghip du lch Vit Nam

Qua phn 1, nhm tc gi trnh by nhng nt khi qut nht v ngnh du

lch cng nh tnh hnh hot ng ca cc doanh nghip du lch Vit Nam trong nhng

nm qua. C th thy c vai tr quan trng v nhng ng gp to ln ca ngnh du

lch i vi s pht trin kinh t ca t nc ta, c bit l trong thi k hi nhp hinnay, do vy, vic xc tin pht trin ngnh du lch l mt yu cu, cng l mt thch

thc t ra i vi cc ngnh, cc cp c lin quan, c bit l i vi cc doanh

nghip hot ng trong lnh vc du lch. Ch th 46/CT-T ca Ban B th Trung

ng ng kho VII thng 10 nm 1994 cng khng nh: Pht trin du lch l

mt hng chin lc quan trng trong ng li pht trin kinh t- x hi nhm gp

phn thc hin cng nghip ho hin i ho t nuc; v thc hin c mc

tiu , cn c s phi hp ng b ca nhiu bin php khc nhau. C thni, i


27/91


vi mt ngnh kinh t c nhiu nt c th ring bit nh ngnh du lch, cng tc xc

tin hot ng, qung b hnh nh, s dng nhng cng cphng tin hin i, hiu

qu l mt trong nhng yu t then cht em li s cnh tranh cho cc doanh nghip

du lch Vit Nam ni ring v ngnh du lch Vit Nam ni chung. Vic ng dng

Internet v cc cng cin t khc vo hot ng xc tin du lch c coi nh mt

nt t ph mang li nhng gi tr to ln cho ngnh kinh t giu tim nng ny. Nhm

tc gi xin a ra ba l do c bn gii thch cho s cn thit phi ng dng

marketing in t vo hot ng kinh doanh ca cc doanh nghip du lch Vit Nam

nh sau:

2.1. Tho gkh khn

y l nguyn nhn c bn nht doanh nghip du lch tin dng marketing

in t cho hot ng qung b ca h. Qua tnh hnh thc t, c th thy trong 2 nm

gn y (2008 v 2009), tnh hnh ngnh du lch nc ta c nhng bc i khng

my sng sa. Theo thng k ca Tng cc Du lch, lng khch trong nc gim

mnh (6 thng u nm 2009, lng khch quc t cht xp x 1,9 triu ngi, trong

khi , chtiu chng ta t ra vo cui nm 2008 l sn 4,5 5 triu lt khch

quc ttrong nm nay). Tnh trng ny c xem nh mt h qu tt yu ca cuc suy

thoi kinh t ton cu trong nm 2008, cuc khng hong ny khin cho nhng thtrng vn l tim nng nht ca du lch Vit Nam nh Trung Quc, Chu u cng

trnn m m i rt nhiu. Thm vo , nm 2009 kinh t th gii c nhng du

hiu hi phc nht nh, tuy nhin, dch cm A H1N1 bng pht t M nhanh

chng ly lan sang Vit Nam, ch yu qua con ng du lch, khin lng khch quc

ttrong 6 thng u nm st gim mnh m. ng trc nhng kh khn , bn cnh

vic nhng n v du lch phi ra k hoch t ci to mi trng kinh doanh ca

mnh, mt chin lc, mt phng thc marketing hiu qucng l rt cn thit

vc dy ngnh du lch ang gp qu nhiu trngi, thch thc. Marketing in t, vi

nhng yu t tch cc ca mnh, nh vic qung b du lch trn website, s dng cng

c Internet kt ni ton cu s hon ton xng ng l mt th nghim mi m v ha

hn nhiu kt qu tt p i vi ngnh du lch.

2.2. Cng c hiu qu, tin li

Khng ai c th ph nhn c nhng u im ca marketing in t, nh tnhchnh xc, nhanh gn, tit kim, ddngCh vi mt website c hnh thc hp dn,


28/91


y thng tin, cng vi mt h thng qun l khch hng, chm sc khch hng qua

mng c s h trca cc phn mm chuyn dng, mi cng ty c th xy dng

c cho mnh mt k hoch hay chin lc marketing qua mng hiu qu. Doanh

nghip c th s dng website ca mnh thc hin vic qung b ti tt c mi tng

lp dn c, bt k h l ai, v u. Hin nay, ngi tiu dng cng ngy cng nm

bt xu th hin i, phn ln chuyn sang dng Internet lm cng c tm kim

thng tin, cho nn vic marketing, qung b trn Internet nghim nhin trthnh mt

phng thc ph bin v hu dng hn c.

Hn na, thay v phi in n rt nhiu poster, banner, in tin tc qung co trn

bo ith nay, doanh nghip du lch li ch cn cho nhng hnh nh v cng ty

mnh, vcc im n du lch, cc thng tin cn thit cho khch hng trn website

cng ty v khch hng s t tm n h qua h thng tra cu t ng nh Google,

YahooNh m chi ph dnh cho hot ng marketing c th gim i ng k,

doanh nghip c th tit kim rt nhiu v tp trung u t cho nhng mng khc, v

dnh c sh tng, o to i ng nhn vin, nng cao cht lng phc v

2.3. Cng cu vit, vt tri

Nu marketing in t chn thun l mt phng thc marketing mi, hiu

qu v ddng hn cho doanh nghip th n s rt nhanh chng b thay th bi mtphng thc mi hiu qu v tin li hn c th s xut hin trong tng lai khng xa

ca ngnh du lch. Tuy nhin, marketing in t, trn thc t, cn t r nhng u im

vt tri ca mnh, m khng mt phng thc qung b thng hiu, xc tin sn

phm no c th cnh tranh c. C th thy rng, cc phng thc marketing truyn

thng, d c ph bin v d dng ti u, cng khng thc c khnng tng tc

nhanh v chnh xc nh marketing in t. Mi mt thng tin c a ln website

u s nhn c s phn hi nhanh chng, thm ch l ngay lp tc ca khch hng,

mi thng tin ca khch hng sc lu li v phn tch mt cch chnh xc; qua ,

cng ty khng ch nm bt c khch hng ca mnh l ai, u, c nhu cu g,m

cn phn loi c danh sch khch hng. Sau , vi mi chin dch gim gi,

khuyn micng ty ch cn mt c click chut l c th gi email ti mi khch

hng ca mnh qung b vchng trnh m khng h tn cng sc hay chi ph in

n. Hiu quvt tri ca marketing in t c kim chng bng thc t, t khiInternet ra i n nay, slng du khch nc ngoi ti nc ta thm quan, du lch


29/91


ngh dng tng vt ng k. Theo s liu bo co ca Tng cc Du lch, nm

1999, lng khch quc t vo Vit Nam l 1.781.754 ngi, trong khi s lng

khch vo 6 thng u nm 2009 ln n 1.893.605 ngi.

Tuy vy, kh nng marketing ti mi i tng, mi ni, kt ni 24/24,

khng bao gic gii hn v khng gian, thi gian cng cha phi l c im vt

tri duy nht m marketing trc tuyn c th thuyt phc cc doanh nghip du lch s

dng n. Mc d Internet xut hin Vit Nam cng kh lu (hn mi nm) nhng

khng phi doanh nghip du lch no nc ta cng s dng marketing in t lm

hnh thc marketing cho ca cng ty mnh. Do cha thc s ph bin cho nn,

doanh nghip du lch nu s dng v ti u ha c cng c ny st c nhng

hiu qu v thnh cng m chnh hcng khng ng ti. Nhng doanh nghip bit

nm bt thi c v xu th mi s ddng cn ch hn c.

Cng vi cc chc nng kt ni t trang web ny sang trang web khc, chia s

thng tin gia cc cng ty cung cp dch v khc nhau, marketing in tcng c

nh gi l mt cng c lan truyn thng tin rt hiu qu. N tng tnh mt loi

virus marketing, kt ni v truyn t thng tin tngi ny ti ngi khc, t t chc

ny ti t chc khcV hiu qum n t c ng nhin s l khng nh.

Qua nhng phn tch trn y, nhm tc gi mun mt ln na khng nhmarketing in t chnh l mt xu th tt yu i vi hot ng ca cc doanh nghip

du lch, bi nhng li ch to ln, s hu dng v u im vt tri ca n mang li.

3. Thc trng v nh gi v ng dng marketing in t ca cc doanh nghip

du lch Vit Nam 3.1. Thc

trng v nh gi chung

3.1.1. Nhng thnh tu t c

Trong vic ng dng marketing in t vo hot ng ca cc doanh nghip th

vic pht trin xy dng cc website l rt quan trng v cn thit. Website l knh

thng tin quan trng gip doanh nghip tip cn vi ngi tiu dng v vi cc doanh

nghip khc.

Mt khc, trong thi i cng ngh thng tin (CNTT) bng n nh hin nay v

cng vi c th ca ngnh du lch th vic thnh lp mt website tr thnh mt yu

cu thit yu i vi doanh nghip thuc ngnh dch v ny. Trong nhng nm gn


30/91


y, slng cc t chc v doanh nghip du lch c website ring cho mnh tng

ln ng k. B Vn ha Th thao v Du lch , Hip hi du lch Vit Nam (VITA) v

Tng cc du lch Vit Nam u c website hot ng ring. - Trang ch ca

B Vn ha Th thao v Du lch Vit Nam: http://www.cinet.gov.vn/ -

http://english.cinet.vn/ - Trang ch ca Hip hi du lch Vit

Nam (VITA): http://www.vita.vn/

- Trang ch ca Tng cc Du lch Vit Nam:

http://vietnamtourism.com

Theo Bo co Thng mi in t nm 2008, lnh vc kinh doanh c nh hng

ln n nhu cu xy dng website ca doanhnghip v ngnh du lch ng u vi

85% doanh nghip c website. Ngnh du lch cng l mt trong hai ngnh c s lngwebsite tng ng k nht trong nhng nm gn y. Bn cnh , s ngi truy cp

nhng website ngy cng nhiu, ch ring website vietnamtourism.com tnh n ht

nm 2008 c gn 9 triu lt ngi truy cp, gp phn y mnh cng tc tuyn

truyn qung b du lch, thu ht khch du lch n Vit Nam.

Bng 3: T l doanh nghip c website phn theo

lnh vc kinh doanh qua cc nm

(Ngun: Bo co Thng mi in t nm 2008)

V mt cht lng, cc website ca cc doanh nghip c ci thin v pht

trin hn. Hin nay, nhiu website ca cc doanh nghip du lch Vit Nam a dng vphong ph nh c thit k kh p mt, cp nht thng tin nhanh nhy hn trc,
http://www.cinet.gov.vn/http://www.cinet.gov.vn/http://english.cinet.vn/http://english.cinet.vn/http://www.vita.vn/http://www.vita.vn/http://vietnamtourism.com/http://vietnamtourism.com/http://vietnamtourism.com/http://www.vita.vn/http://english.cinet.vn/http://www.cinet.gov.vn/


31/91


c bit l c thm s tng tc vi khch hng v s chuyn nghip trong vic trnh

by ni dung v cung cp thng tin cho th trng. Mt s website ni bt v hiu qu

hot ng marketing v c nh gi cao nh website ca cc cng ty du lch v l

hnh sau: Bn Thnh Tourist, Fidi Tour, Saigon Tourist, Hanoi Tourist.

Bng 4: Trang ch ca mt s doanh nghip du lch tiu biu

Doanh nghip a ch website

Cng ty dch v l hnh Saigontourist http://www.saigontourist.net/

Cng ty c phn du lch Vit Nam - H Ni http://vietnam.vn-tourism.com/

Cng ty dch v du lch Bn Thnh http://www.benthanhtourist.com/

Cng ty du lch Ha Bnh http://dlhoabinh.marofin.com/Cng ty c phn Du lch Vit Nam Vitour http://www.vitours.com.vn/

Cng ty TNHH lhnh Hng Giang http://www.huonggiangtravel.com/

Cng ty l hnh Hanoitourist http://www.hanoitourist.vn/

Cng ty dch v l hnh H Long Travel http://halongtravel.com/

(Ngun: Internet)

Theo kt qu kho st ca B Cng Thng nm 2008, trong s 132 n v t

chc tr li phiu iu tra, c 122 n v c thu thp thng tin c nhn ca khch

hng. Trong , cc doanh nghip v hip hi kinh doanh dch v du lch c t l thu

thp thng tin c nhn qua mng l cao nht (100%). Tt c 14 doanh nghip kinh

doanh trong lnh vc dch v du lch tham gia cuc kho st u tr li c thu thp

thng tin c nhn. Kt qu ny cng ph hp vi xu th ng dng mnh m marketing

in t vo hot ng kinh doanh ca cc doanh nghip du lch. Bn cnh , cc

doanh nghip cng ch trng v ch ng hn trong vic kho st v bo v thngtin d liu c nhn ca khch hng. Kt qu ny cho thy vic thu thp thng tin v

bo v d liu c nhn tr thnh mt trong nhng hot ng ph bin ca cc doanh

nghip, c bit l ti cc doanh nghip c ng dng marketing in t thng xuyn

trong hot ng ca mnh nh cc doanh nghip thuc ngnh dch v du lch.

Bng 5: Cc doanh nghip du lch tham gia kho st v bo v d liu c

nhn
http://www.saigontourist.net/http://www.saigontourist.net/http://vietnam.vn-tourism.com/http://vietnam.vn-tourism.com/http://www.benthanhtourist.com/http://www.benthanhtourist.com/http://dlhoabinh.marofin.com/http://dlhoabinh.marofin.com/http://www.vitours.com.vn/http://www.vitours.com.vn/http://www.huonggiangtravel.com/http://www.huonggiangtravel.com/http://www.hanoitourist.vn/http://www.hanoitourist.vn/http://halongtravel.com/http://halongtravel.com/http://halongtravel.com/http://www.hanoitourist.vn/http://www.huonggiangtravel.com/http://www.vitours.com.vn/http://dlhoabinh.marofin.com/http://www.benthanhtourist.com/http://vietnam.vn-tourism.com/http://www.saigontourist.net/


32/91



Cng theo thng k iu tra trong bo co Thng mi in t nm 2008, c n

93% doanh nghip du lch thu thp a ch email ca khch hng nhng t l thu thp

a ch lin lc li thp nht (57%). Bn cnh , nhiu doanh nghip cng tin

hnh thu thp thng tin v s ti khon ca khch hng. 77% doanh nghip dch v du

lch tr li l c thu thp s ti khon ca khch hng v 100% doanh nghip cho bit

c thng bo trc vic s dng thng tin c nhn ca khch hng. Vic thu thp

thng tin khch hng thng qua cc cng c h tr ca marketing in t nh website,

email marketing to ra iu kin thun li hn cho cc doanh nghip, khng

nhng trong hot ng bn hng, cung cp dch v, m cn trong vic pht hin ra nhu

cu tim n ca th trng. T , doanh nghip c th d dng hn trong vic nghin

cu a ra nhng loi hnh dch v p ng c nhng nhu cu .

Bng 6: Cc loi thng tin c doanh nghip thu thp


33/91



Trong nhng nm gn y, nh p dng nhiu hn cng ngh thng tin hin i

v nm bt c xu hng nhu cu ca th trng, cc doanh nghip du lch ch

trng u t v pht trin nhiu hn cng c marketing in t. Do , hiu qu ca

vic s dng marketing in t trong hot ng qung b v kinh doanh ca cc doanh

nghip c nng cao hn. V d nh nhiu doanh nghip tp trung vo vic cp

nht email ca nhng i tc khch hng tim nng v thng xuyn loi b nhng

account cht lm tn ph gi th v thi gian v ch. Ngoi ra, vic s dng hiu qu

v pht trin website cng chnh l mt cng c hu hiu cc doanh nghip m

rng th trng tour du lch, v cn ph hp vi c th ca ngnh dch v du lch

l thng xuyn tip xc v lm vic vi nhng khch hng xa v a l hay trn

ton th gii.

Tm li, tuy mi p dng loi hnh marketing in t trong thi gian khng lu,nhng mt s doanh nghip du lch Vit Nam nm bt c c hi v nhn thc

c tm quan trng ca loi hnh marketing hin i ny.

3.1.2. Nhng hn ch v thch thc tn ti

Bn cnh nhng thnh tu t c, vic ng dng marketing in t ca cc

doanh nghip du lch Vit Nam hin nay cn gp phi rt nhiu hn ch v thch thc

ln.


34/91


Th nht, theo thng k trong Bo co thng mi in t nm 2008, t l cc

doanh nghip du lch c c ch gii quyt tranh chp, khiu ni ca khch hng lin

quan n vic s dng thng tin c nhn cn rt thp, mi ch chim 7%. Bn cnh ,

cc doanh nghip du lch cng cha ch trng vic xy dng cht ch v tin hnh ph

bin quy ch v thu thp v bo v thng tin c nhn trong hot ng marketing in

t .

Bng 7: Kt qu iu tra v bo v d liu c nhn ti doanh nghip


Do nhng im yu cn tn ti nu trn nn tnh hnh gian ln la o chim

ot ti sn di hnh thc ti phm cng ngh cao c xu hng tng v pht trin

trong nhng nm gn y. Theo thng k ca b cng thng, trong nm 2008, lc

lng cnh st iu tra ti phm kinh t bt gi 42 v (gy thit hi 1.978 t ng

v 11,3 triu USD), khi t iu tra 35 v, 75 b can, thu hi 120 t ng; qua

pht hin nhiu th on tinh vi ca i tng phm ti. i tng vi phm ch yu l

nhng ngi nc ngoi vo Vit Nam i du lch s dng h chiu, th tn dng gi

thanh ton cc dch v khch sn, mua v my bay, chim ot tin, hay n cp thng

tin c nhn trong ti khon, in th gi ly trm tin, tn cng vo cc trang web du lch

bn hng trn mng ly thng tin th tn dng nc ngoi bn trn mng kim li.


35/91


Mt v d in hnh v hnh thc v loi hnh ti phm ny l v n la o chim

ot ti sn i vi cng ty C phn Hng khng Pacific Airlines.

Ngy 6/6/2008, Cc 15 - B Cng an hon tt bn kt lun iu tra v n la

o, chim ot ti sn i vi Cng ty c phn Hng khng Pacific Airlines (Cng ty

PA), chuyn h s n Vin kim st nhn dn (VKSND) ti cao ngh truy t 2 i

tng l

ca Cng ty PA v vic b la o chim ot ti

sn. T thng 2/2007, Cng ty PA trin khai bn v my bay qua mng Internet

theo phng thc tt c nhng ngi c loi th tn dng VISA, MASTER, JCB u

c th mua v thng qua website ca cng ty. Vic thanh ton c tin hnh thng

qua cc t chc pht hnh th quc t v Ngn hng Ngoi thng Vit Nam

(Vietcombank). Ti thi im ngy 12/9/2007, Cng ty PA c Ngn hng Ngoi

thng thng bo, c ti 545 giao dch vi tng s tin gn 1,1 t ng v hn 14.000

USD b ch th khiu ni khng thc hin giao dch, v t chc pht hnh th quc t

chnh thc t chi thanh ton cho Cng ty PA s tin hn 440 triu ng v gn

2.700 USD. L do t chi l cc ch th khng thc hin cc giao dch trn. Trongs cc giao dch b khiu ni, Cng ty PA nghi vn 417 giao dch tr gi 491.316.000

ng v gn 3.500 USD do Cng ty Hong Yn Minh thc hin. ng Trn Vn H,

trng phng Phng chng ti phm cng ngh cao (thuc C15) cho rng, x l

mnhtay hn, mang li s n nh cho mi trng kinh doanh v marketing mng, c

quan chc nng cn sa i cc lut lin quan nhm tng tnh nghim minh v c gi

tr rn e hn na.

Bn cnh vic kim sot an ninh mng th h thng qung b v xc tin h tr

kinh doanh nh ng dng marketing in t ca hu ht cc doanh nghip du lch cng

cha t c hiu qu cao. V tng quan, h thng qung b doanh nghip hin nay

cn yu v thiu, thng tin dn tri v cha c s tp trung lin kt gia cc t chc v

doanh nghip vi nhau. Cc s, ban, ngnh cng c website thng tin du lch nhng

cha mnh v chuyn nghip c th cung cp thng tin y v du lch Vit

Nam, thu ht ngi truy cp trn ton cu. Vic trin khai cc gii php ng dng


36/91


cng ngh thng tin (CNTT) vo qung b du lch vn cn nhiu bt cp. Hin cn rt

nhiu nh ngh, nh hng thiu kt ni khng dy (wifi), hoc cc khch sn nu c lp

t th tin cc truy cp mng cn cao gy bt tin cho du khch. Ngoi ra, cht

lng ng truyn nhiu khi cng cha tt, nht l cc khu vc xa trung tm.

Thm na, cc doanh nghip cha tht s hiu bit ht li ch t cc gii php

CNTT. i ngk thut vin, chuyn vin chuyn trch v CNTT cn thiu v yu,

phn ln cc doanh nghip u phi thu cng ty thit k web bn ngoi qun l v h

tr. a s cc doanh nghip khng c b phn chuyn mn v bin tp ni dung, hnh

nh v qun tr web, ng dng ch mc c bn, khng c kh nng c lp vi pha

i tc k thut (ngha l b ph thuc nhiu v thiu chuyn mn). Doanh nghip cng

kh khn v cn lng tng khi s dng cng c tm kim (SEM) v phi chn nhng

trang web tt nht qung b hnh nh doanh nghip ca mnh.

Tuy s lng cc trang web du lch c tng ln ng k, nhng theo kho st v

nh gi, thc trng tn ti vn l khch du lch, c bit l th trng khch du lch

trong nc vn thng tm hiu v la chn thng tin qua cc knh trc tip nh cc

nh t chc tour, qua kinh nghim, qua truyn mingnhiu hn l tham kho t

cc trang web. C nhiu nguyn nhn nhng nguyn nhn c bn l do vic xy

dng v pht trin website cc doanh nghip du lch cha t c hiu qu cao. Cc

trang web cha c qung b rng ri, cn n iu v hnh thc, trnh by theo li

ch nhiu hnh t, ni dung cn s si, khng c cp nht kp thi v thiu nhng

thng tin cn thit cung cp cho khch hng.

i vi mt trang web, th hnh thc bn ngoi cng l mt yu t rt quan

trng. Thc t cho thy, hu ht cc doanh nghip du lch hin nay cha c c mt

trang web p ng c yu cu v hnh thc trnh by. a s cc website cn qu

n gin v s si, thiu thng tin c th v khng c nhiu hnh nh p v a im

du lch hp dn ngi xem. Mt vi v d nh trang web qung b du lch H Ni :

http://www.hanoitravelco.com/, cng ty du lch Thanh Thanh:

http://www.thanhthanhtours.com/...
http://www.hanoitravelco.com/http://www.hanoitravelco.com/http://www.thanhthanhtours.com/http://www.thanhthanhtours.com/http://www.thanhthanhtours.com/http://www.hanoitravelco.com/


37/91


Ngc li, bn cnh li c mt s website c qu nhiu hnh nh v hiu ng

hnh nh ng, giao din phc tp v thng tin qu nhiu lm trang web b nng, hin

th chm lm ngi xem mt kin nhn v lng tng trong vic tm kim thng tin cn

tm, v d nh website ca cng ty Bn Thnh Tourist:

http://www.benthanhtourist.com/ hay cng ty l hnh quc t Lc Vit:

http://lacvietravel.com/vn/...

V mt ni dung, nhiu trang web c ra mt mt thi gian nhng li b ri

vo tnh trng ng bng hay ngng hot ng do cc doanh nghip khng cp nht

thng tin thng xuyn, khng c nhng hot ng qung b hay marketing trang web

lin tc, khin cho vic xy dng trang web tr nn rt lng ph v v ch. Website ca

cng ty du lch sng Hng: http://www.redrivertours.com.vn/ v cng ty du lch v

thng mi Gia L:http://www.gialeco.com.vn/...hin nay u khng cn hot ng

v truy cp vo c.

V mt tin ch, nhiu website cha c y nhng chc nng tng tc v

h tr khch hng, khng coi trng vic thu thp thng tin kin phn hi t pha

khch hng m ch ch trng vo vic qung co trn website. Mt s trang web c

hm th h tr khch hng nhng li khng thng xuyn kim tra v tr li th.

Tm li, thc t hin nay l kt qu ca nhng hot ng marketing in t

cn b hn ch nhiu. Vic ng dng marketing in t cha ng b v hiu qu

khng nhng khng to ra ch li cho doanh nghip m cn l mt ro cn to ra

khng t kh khn cho cc doanh nghip hin nay.

3.2. nh gi hiu qu ng dng marketing in t ca mt doanhnghip du lch in hnh

Trn y l nhng nh gi chung nht v tnh hnh ng dng marketing in t

vo hot ng kinh doanh ca cc cng ty du lch. Trong phn ny, nhm tc gi a

ra nhng nh gi c th hn v mt trang web du lch in hnh, l trang web

http://halongtravel.com/ ca Cng ty du lch H Long.

c thnh lp vo nm 2002 vi giy php ca T chc iu hnh du lch th

gii 0451/2005/TCDL, H Long Travel thu ht c mt s lng ln khch du
http://www.benthanhtourist.com/http://www.benthanhtourist.com/http://lacvietravel.com/vn/http://lacvietravel.com/vn/http://www.redrivertours.com.vn/http://www.redrivertours.com.vn/http://www.gialeco.com.vn/http://www.gialeco.com.vn/http://www.gialeco.com.vn/http://halongtravel.com/http://halongtravel.com/http://halongtravel.com/http://www.gialeco.com.vn/http://www.redrivertours.com.vn/http://lacvietravel.com/vn/http://www.benthanhtourist.com/


38/91


lch t Php, M, Canada, Thy S, H Lan, Nht Bn, c, Singapore, Ty Ban

NhaDoanh nghip ny ch yu t chc cc tour du lch Vit Nam, Lo v

Campuchia theo yu cu ca khch hng. Tuy l mt doanh nghip va v nh, c

thnh lp khng lu nhng H Long Travel t c nhng thnh cng trong kinh

doanh chnh nh vo s i mi trong hnh thc marketing v c s u t thch ng

vo vic ng dng marketing in t nh hin nay.

Trong qu trnh nghin cu v lm ti, nhm tc gi i kho st thc t v

lm vic trc tip vi doanh nghip du lch H Long Travel ti H Ni. Nhm tc gi

thc hin cuc phng vn trc tip vi gim c doanh nghip l ng Tng

Qun v kh nng ng dng marketing in t ca doanh nghip. Do khun kh ti

hn ch, chng ti ch a ra nhng nh gi i vi mt s cng c marketing in t

chnh m doanh nghip H Long Travel ang p dng hin nay, gm c: website, s

dng cng c tm kim (SEM), qung co trn trang web khc v email-marketing.

Trong , trang web l cng c tr gip quan trng v mang li hiu qu rt ln cho

doanh nghip; do , nhm tc gi s nh gi c th v chi tit hn v hiu qu s

dng trang webhttp://halongtravel.com/ca doanh nghip.

3.2.1. Website:http://halongtravel.com/Website c ra i tnm 2003 (mt nm sau khi doanh nghip c thnh

lp). u im d dng nhn thy l tn min ca trang web trng vi tn cng ty,

n gin v d nhi vi khch hng. Ngoi ra, tc truy cp vo trang web kh

nhanh v n nh.

Nhm tc gi nh gi nhng im mnh v im yu ca website da vo

nhng tiu ch c th sau: Giao din, ni dung, tnh nng v tin ch.
http://halongtravel.com/http://halongtravel.com/http://halongtravel.com/http://halongtravel.com/http://halongtravel.com/http://halongtravel.com/http://halongtravel.com/http://halongtravel.com/


39/91


(Ngun:http://halongtravel.com/)

Giao din:

- Banner c thit k bng hiu ng hnh nh ng- C hnh nh minh ha cho cc tour du lch- Giao din kh n gin v d dng s dng- Tuy nhin, cc giao din khc vn cn trnh by theo li nhiu ch,

thiu hnh nh minh ha.

- Hnh nh v cc a im du lchcha phong ph, cht lng nh

cha cao, kch thc nh cng qu

nh (195 pixels x 102 pixels), do khng thu ht v hp dn ngi

xem.

- C qu nhiu thng tin trn mt trang web (trang ch) cho nn dlm ngi xem b ri mt v kh tm kim thng tin.

Ni dung:


40/91


-C thng tin gii thiu khi qut chung v cng ty Halong Travel(About us), c thng tin lin lc y bao gm: sin thoi, fax, ng dy

nng, email, website, a ch tr schnh, a chi l bn hng, c bit c thm

bn minh ha. iu ny thun tin hn cho khch hng tm i l bn hng,

nht l i vi khch du lch nc ngoi.


41/91


(Ngun:http://halongtravel.com/)

- Vic ng u ph trch trc tip v trang web do chnh gim c cng tym nhn; v vy, thng tin v cc tour du lch kh y bao gm: lch trnh

tour c th, gi cNgoi ra, cc thng tin lun c cp nht kp thi v

chnh xc.- C thng tin gii thiu chung va l, kh hu v t nc Vit Nam nhng

thng tin cha y v khng c hnh nh minh ha.


42/91


- C thng tin gii thiu v Vnh H Long1 trong 7 k quan thin nhin caTh Gii.

- C nhng li khuyn hu ch dnh cho khch du lch.- C ghi li nhng kin phn hi t pha khch hng.

Tnh nng v tin ch:

- Mt c im c bit ca trang web ny l khng c phin bnbng ting Vit. Nguyn nhn l do khch hng mc tiu ca doanh

nghip l khch du lch nc ngoi, ch khng phi khch du lch

trong nc. Do , ngoi ting Anh, trang web cn c cc phin bn

dch sang 4 th ting khc l: ting Php, ting c, ting v ting

Ty Ban Nha.


43/91


- Trn thanh cng c c cc tin ch truy cp vo: trang ch (Home),chng trnh tour du lch (Tour Program), dch v khch sn (Hotel

Services),phng tin (Transport), du thuyn (Cruise), v c c chc

nng gip khch hng lin lc c vi doanh nghip (Contact us).y

l mt trong nhng cng c quan trng nht gip doanh nghip c th

lin lc trc tip, nhn thng tin phn hi v h trkhch hng mt cch

nhanh chng v thun tin.

- Chc nng giao dch t hng n gin v tin li , d s dng chokhch hng.


44/91


- Tuy nhin, khng c cng c tm kim nhanh thng tin trn trang webda vo tkha, iu ny lm khch hng s b lng tng m mt nhiu

thi gian hn khi tm kim thng tin.

- Chc nng h tr khch hng nm ngay trn thanh cng c v khchhng c th d dng s dng. Theo ng Tng Qun, gim c doanh

nghip, b phn chuyn trch vtrang web lun thng xuyn kim tra

hm th v gi tr li. Ngoi ra, cng ty cng c ng dy nng lun

hot ng 24/24 cung cp thng tin cho khch hng, nht l khch

hng nc ngoi c mi gichnh lch vi Vit Nam.

3.2.2. Sdng v ti u ha cng c tm kim:y l mt trong nhng cng c h tr c lc nht trong vic qung b

website hay cn gi l marketing website ca doanh nghip.

Cng ty ng k ln Google Search a ch website ca cng ty

http://www.halongtravel.com/, t kha tm kim v gi c tha thun a trang web

ln top u trong trang tm kim trn Google. Bn cnh , gim c cng ty cng cho

bit c th duy tr hiu qu cng c ny, cng ty cn tp trung khai thc v ti u

ha c my tm kim (hay cn gi l phng thc SEO Search Eniges

Optimization). ng Tng Qun cng cho bit trc y khi mi thnh lp, tncng ty l Cng ty du lch ng Xanh; tuy nhin, do nhn thy nu tn cng ty

nh vy s khin cho vic tip cn v thu ht khch du lch, c bit l khch nc

ngoi s gp nhiu kh khn nn cng ty thay i tn thnh H Long Travel. Vi

cm t kha Ha Long travel, theo kt qu tm kim ca Google th website

http://www.halongtravel.com/hin ra ngay kt quu tin. V vy, chnh vic thay

i tn cng ty thnh H Long Travel v t tn min cho website l

http://www.halongtravel.com/ gip trang web ca cng ty d dng xut hin

nhng kt quu tin trn webstie Google Search v c nhiu khch du lch bit

n v truy cp nhiu hn.
http://www.halongtravel.com/http://www.halongtravel.com/http://www.halongtravel.com/http://www.halongtravel.com/http://www.halongtravel.com/http://www.halongtravel.com/http://www.halongtravel.com/http://www.halongtravel.com/http://www.halongtravel.com/


45/91


Theo s liu do cng ty cung cp, hin nay tng slng lt ngi truy cp

vo trang web l 34.000 lt. Tuy nhin, ng Tng Qun cng cho bit cng c

m slt khch truy cp vo trang web thng xuyn bhack; do , con s thng

k trn cha thc s chnh xc v chmang tnh tng i. Vic ny cng cho thy

rng khnng bo mt website ni ring v an ninh mng ni chung ca cng ty cncha c cao v website vn c nguy c b hacker ph hoi nu khng c tng

cng h thng bo mt.

3.2.3. Qung co trn trang web khc:Qung co trn trang web khc cng chnh l mt cng c kh n gin v

thun tin doanh nghip marketing website ca mnh. Cng ty H Long Travel

cng s dng cng c qung co ny, v ng banner qung co trang web cng

ty ln 2 website c lng ngi truy cp kh ln l:http://www.vneconomy.com.vnv http://www.vnexpress.netvi gi tha thun l gn 20 triu ng/thng. Gim c

cng ty cho bit, chi ph trn l kh cao i vi cng ty, nhng mc hiu qu thu li

thp hn chi ph b ra (ngha l do cng c ny cha mang li c li nhun cho

doanh nghip). Do , H Long Travel dng hp ng qung co vi 2 website trn

v khng cn s dng cng c ny na.

3.2.4. Emailmarketing:
http://www.vneconomy.com.vn/http://www.vneconomy.com.vn/http://www.vneconomy.com.vn/http://www.vnexpress.net/http://www.vnexpress.net/http://www.vnexpress.net/http://www.vneconomy.com.vn/


46/91


ng Tng Qun cho bit cng ty ca lun c sn mt th mc c sd liu

v thng tin ca khch hng v i tc ca cng ty c th gi email v cung cp

thng tin thng xuyn v thun tin hn. Cng ty cng lun ch b sung thm d

liu thng tin ca cc khch hng thng xuyn (1 ln/thng). Tuy nhin, doanh

nghip cha ch trng vo vic phn loi v chn lc khch hng hay tp trung vo

nhng khch hng tim nng. Do , theo nh gi khch quan ca gim c doanh

nghip, vic gi th gii thiu, qung co khuyn mi qua email cha thc s t

c hiu qu cao mc d hnh thc ny gim thiu c chi ph qung co rt nhiu.

C th ni rng, qua nhng nh gi chung v nhn xt c th trn v hot ng

marketing in t ca cng ty du lch H Long Travel, c th nhn thy rng cc

doanh nghip du lch Vit Nam tip cn vi phng thc marketing mi ny, v

thc t t c mt sthnh cng bc u. Tuy nhin, nt thc trng ni bt nht

hin nay vn l s thiu chuyn nghip trong khu t chc, s lng tng trong vic

thc hin v rt nhiu nhng kh khn, hn ch m cc doanh nghip ang gp phi

khi ng dng cng ngh mi trong hot ng marketing hin nay.

4. Nguyn nhn4.1. Nguyn nhn thnh cng

Vic p dng marketing in t vo hot ng kinh doanh ca ngnh du lch

trong thi gian qua tuy cha thc s ph bin nhng cng mang li nhng thnh

cng bc u, t c nhng thnh tu khng th khng k n nhng

nguyn nhn sau y:

Trc ht, ngnh du lch hin nay v ang nhn c s quan tm, u t

ng k t pha nh nc. Tr li phng vn phng vin hng Big Media Group

(vng quc B) ngy 16 thng 3 nm 2001, th tng Phan Vn Khi cho bit:Chng ti lun coi du lch l mt ngnh c vai tr quan trng trong nn kinh t quc

dn. Pht huy nhng th mnh ca du lch Vit Nam cn l mt i hi bc thit nhm

gp phn chuyn dch c cu kinh t, a khu vc dch v thnh mt khu vc chim t

l ngy cng ln trong nn kinh t quc dn. Ngay t nm 2000, ng v nh nc

ta ch trng xy dng nhng chin lc, thnh lp nhng t chc chuyn ngnh

nhm pht trin du lch Vit Nam. B Vn ha - Th thao v Du lch, hay Tng cc du

lch Vit Nam c ra i cng v l do ny. Bn cnh , nhiu chng trnh hnh


47/91


ng quc gia v du lch c trin khai nh: Chng trnh quc gia v du lch

giai on 2001-2005 vi ni dung chnh l trin khai 4 d n: xc tin du lch Vit

Nam; nng cao cht lng v a dng ha cc sn phm du lch; u t c s vt cht

k thut cho ngnh du lch; xy dng c ch chnh sch v pht trin ngun nhn lc

du lch; hay Chng trnh hnh ng quc gia v du lch giai on 2006 2010

c Ph Th tng V Khoan ph duyt ngy 29/5/2006 vi nhng ni dung chnh

nh qung b, xc tin du lch, thc y hi nhp quc t, nng cao nhn thc ca ton

dn v pht trin du lch, nng cao hnh nh ca Vit Nam trn trng quc t , thu ht

cc ngun lc trong v ngoi nc u t pht trin du lch, a dng ho cc sn phm

du lch, o to ngun nhn lc

Bn cnh s quan tm ca nh nc, Tng cc du lch Vit Nam cng ra

cc bin php nhm nng cp c s h tng, cung cp s h tr tt nht cho ngnh du

lch. Nm 2008, khi nn kinh t Vit Nam ang lao ao v s nh hng ca cuc

khng hong kinh t ton cu th Chnh ph vn quyt nh cp cho B Vn ha - Th

thao v Du lch 30 t ng thc hin cng tc qung b. Mcd ngun vn u t

vn cha th so snh c vi nhiu nc ng Nam khc nh Singapore, Thi

Lan nhng n cng chng t ngnh kinh t ny ang rt c Nh nc ta k vng v

u t. B Vn ha - Th thao v Du lch nht tr qung b trn knh truyn hnh vtrang web BBC (Anh) v giao cho Cc Hp tc quc t ch tr, tm hiu v m phn

vi mt s knh truyn hnh, bo ch ca Nht, M, Trung Quc, Nga

Hin nay, marketing in t ang ngy cng tr nn hu hiu trong vic qung

b cho ngnh du lch cn c l gii bi s pht trin chng mt ca cng ngh thng

tin v cc ngnh cng ngh hin i khc. y va l nguyn nhn va l tin quan

trng marketing in t m rng lnh vc hot ng ca n. Cng ngh thng tin

ngy nay t c nhng thnh tu v cng to ln, rt nhiu phn mm, cng c

hu dng, tin ch vi chi ph mua bn quyn, lp t ngy cng cnh tranh, h tr rt

nhiu cho doanh nghip trong hot ng kinh doanh ca h. Thm vo , Internet

ngy cng tr nn ph bin; s lng ngi s dng Internet ngy cng tng theo cp

s nhn, to tin cho cc website, cc cng c tm kim bng Google, hay cc email

marketing c tip nhn mt cch d dng hn. Chnh nh c khoa hc cng ngh

m cc cng c ca marketing in tc ng dng rng ri hn v hiu qu hn.


48/91


Nhng nguyn nhn k trn l nhng nguyn nhn c bn nht dn ti s thnh

cng ca marketing in t v s ng dng ph bin ca marketing in t trong

ngnh du lch ni ring v mi ngnh kinh t ni chung. Bn cnh , cn c nhng s

h tr khc, nh vn u t trc tip nc ngoi, nhu cu v thi quen tra cu v

thanh ton qua mng ca dn c ngy cng tng, ... dn ti s pht trin v ln mnh

ca marketing in t. Trong thi gian ti, chng ta cn tip tc pht huy nhng th

mnh ny to nhng bc tin xa hn na cho ngnh du lch Vit Nam.

4.2. Nguyn nhn ca nhng kh khn hn chBn cnh nhng nguyn nhn a ti s thnh cng, chng ta cn nn quan tm

ti l do ca nhng kh khn hn chm marketing in t gp phi khi tip cn vi

ngnh du lch Vit Nam. Trn thc t, tn ti rt nhiu nguyn nhn nhng theo

nhm tc gi, c 2 nhm nguyn nhn chnh, l nhm nguyn nhn thuc ni ti

ca cc doanh nghip Vit Nam v nhm nguyn nhn thuc mi trng kinh doanh.

4.2.1. Cc nguyn nhn thuc mi trng ni ti ca cc doanhnghip du lch Vit Nam

Nguyn nhn u tin, cng l nguyn nhn quan trng nht, d khng mi

nhng lun lun khin rt nhiu cc cng ty du lch Vit Nam au u chnh l vn v vn. Vi s vn hn ch, cc doanh nghip Vit Nam mun u t nng cao h

thng my mc, mua cc phn mm hin i, t banner trn cc trang web ni ting

hay thu cc lp trnh vin gii ca nc ngoi nng cao cht lng ca website

cng ty mnh cng l mt bi ton kh khn. T vic cc trang web du lch Vit

Nam c kh nng qung b km hiu qu, khng sc cnh tranh vi cc doanh

nghip du lch nc ngoi.

Bn cnh vn, yu cu v ngun nhn lc cht lng cao ca cc cng ty du

lch Vit Nam cng cha c p ng. Yu km v ngoi ng, ng dng tin hc

trong marketing, cng nh thiu kin thc v cc nn vn ha trn th gii l nhng

thiu st kh ph bin ca cc hng dn vin Vit Nam cng nh i ng lm

marketing du lch. iu ny c phn nh rt r qua nhng li phn nn ca cc du

khch nc ngoi v cc trang web du lch ca Vit Nam. V d, nhiu trang web ch

c ting Vit m khng c mt th ting no khc, hoc ch c ting Anh, tingPhp m ngay n ting Vit li khng c, v bn cnh , cn c rt nhiu li ch


49/91


trch khc dnh cho cc trang web du lch Vit Nam nh ch dn thiu c th, thng

tin cha chnh xc,.. ng ra khi c trong tay mt cng c qung b xc tin hiu qu,

tit kim nh marketing in t, cc cng ty du lch nn u t ng b hn ng

thi c mt i ng nhn vin marketing c trang b y kin thc v k nng

cn thit.

Trong khi thiu vn v nhn lc l nhng yu t khin marketing in t trong

ngnh du lch gp kh nhiu kh khn th nguyn nhn ln nht li nm chnh bn

thn nhng nh qun l ca cc cng ty du lch. Cc nh qun l ca cc cng ty du

lch Vit Nam hin nay vn cha thc s ch trng v thy c tm quan trng ca

marketing in t i vi ngnh ny. Mt phn v li ch m marketing in t mang

li cn c xem xt trong mt thi gian di, ch khng phi mt sm mt chiu, mt

khc, h vn qu quen vi cc hnh thc marketing truyn thng v tm l ngi thay

i. Nhng iu dn ti vic cc cng ty du lch thiu nhng mc tiu u t c th

v hin nhin l s d dng ri vo tnh trng phn b ngun vn khng hp l.

Marketing in t vn cha c u t thch ng vi tm quan trng ca n.

Trn y l nhng nguyn nhn thuc mi trng ni ti ca mi cng ty du

lch. Cc cng ty du lch cn c nhng thay i khc phc nhng thiu st ny,

marketing in t c th pht huy ht tt c nhng tc dng tim n ca n i vingnh du lch Vit Nam.

4.2.2. Cc nguyn nhn thuc mi trng kinh doanhNhn chung hu ht tt c cc cng ty du lch nc ta c s ch trng v

u t nht nh n vic qung b hnh nh t nc Vit Nam ti p v thn thin

i vi du khch nc ngoi song trn thc t, hiu qut c vn cha cao. Lng

khch quc tn Vit Nam thm quan, nghdng u tng qua hng nm nhng hli gim thi gian lu tr v c bit l t l sngi quay li Vit Nam ln th 2 v

cng nh. C th thy, s quan tm u t ca cc doanh nghip dnh cho vic qung

b xc tin trong ngnh du lch l ng knhng k hoch v phn bu t li cha

thc s hp l. Mt bng chung cc doanh nghip du lch u nh vy cho nn kh to

ra tnh cnh tranh cao hay s bt ph mt vi doanh nghip, s sng to trong nhng

phng thc qung b mi


50/91


Hn na, i vi mi trng kinh doanh ca Vit Nam ni chung v ngnh

du lch ni ring, nguyn nhn rt ln cn tr s pht trin ca mt hnh thc

marketing mi mnh marketing in t chnh l h thng php lut cha hon thin.

Do marketing in t mi ch xut hin Vit Nam cha lu nn cc iu lut cho

hnh thc qung b ny cn thiu cht ch, vn an ninh mng cha c m bo,

c sd liu cha thng nht, cn nhiu k hto c hi cho nhiu doanh nghip bt

chnh phm lut v lch lut. Chnh v th, cc cng ty du lch Vit Nam vn cn ngn

ngi v cha c su t thch ng vo cc hot ng ng dng marketing in t

ca mnh.


51/91


CHNG III: MT S GII PHP XUT NNG CAO NNG LC

NG DNG MARKETING IN T TRONG HOT NG KINH DOANH

CA CC DOANH NGHIP DU LCH VIT NAM

1. Phng hng pht trin ngnh cng nghip dch v du lch Vit NamTrong nhng nm gn y, ngnh du lch lun c nh gi l mt trong s

nhng ngnh kinh tmi nhn ca nn kinh t Vit Nam. Pht trin ngnh du lch,

nng cao cht lng dch v ca ngnh du lch Vit Nam c coi l bi ton quan

trng t ra trong thi im ny. gii quyt bi ton ny, chng ta cn c nhng

phng hng gm nhng mc tiu chung, mc tiu c th, v nhng nh hng pht

trin cho ngnh du lch trong giai on sp ti.

1.1. Mc tiu chungPht trin du lch tr thnh mt ngnh kinh t mi nhn trn c s khai thc c

hiu qu li th v iu kin t nhin, sinh thi, truyn thng vn ho lch s, huy

ng ti a ngun lc trong nc v tranh th s hp tc, h tr quc t, gp phn

thc hin cng nghip ho, hin i ho t nc. Tng bc a nc ta tr thnh

mt trung tm du lch c tm c ca khu vc, phn u t n nm 2012 ngnh du

lch s t v vt cc ch tiu ra trong Chin lc Pht trin Du lch Vit Nam

giai on 2001-2010.

1.2. Mc tiu c thVn khch quc t: phn u n nm 2010, Du lch Vit Nam sn c

5,5-6,0 triu lt khch quc t vi nhp tng trng trung bnh t 11,4%, 25 triu

lt khch du lch ni a.

V thu nhp du lch: phn u nm 2010, doanh thu du lch t 4,0 - 4,5 tUSD, a tng sn phm du lch (GDP) nm 2010 t 5,3% tng GDP ca cnc vi

tc tng trng GDP bnh qun t 11,011,5%/nm.

V pht trin c svt cht k thut du lch: iu tra, lp quy hoch v u

t xy dng v hon thin 4 khu du lch tng hp quc gia v 16 khu du lch chuyn

quc gia; nng cp cc tuyn im du lch quc gia v quc t, cc khu du lch c

ngha vng v a phng; u t xy mi v nng cp h thng khch sn, phn u

n nm 2010 c trn 250.000 phng khch sn, p ng nhu cu lu tr ca khch.


52/91


V to vic lm cho x hi: n nm 2010 Du lch to 1,4 triu vic lm cho

x hi, trong c 350.000 vic lm trc tip.

Phn u n nm 2020 a Vit Nam tr thnh mt trong nhng nc c

ngnh du lch pht trin hng u trong khu vc.

1.3. Nhng nh hng pht trin cho ngnh du lch1.3.1. Pht trin mt slnh vc

V th trng: Ngnh du lch cn bit tn dng khai thc khch t cc th

trng quc t khu vc ng - Thi Bnh Dng, Ty u, Bc M, ch trng cc

th trng ASEAN, Trung Quc, Nht Bn, Hn Quc, M, Php, c, Anh, kt hp

khai thc cc th trng Bc , Bc u, c, New Zealand, cc nc SNG v ng

u. Bn cnh , ngnh du lch cng cn phi ch trng pht trin v khai thc thtrng du lch ni a, pht huy tt nht li th pht trin du lch tng a phng, gp

phn nngcao dn tr, ci thin i sng vt cht, tinh thn ca nhn dn.

V u t pht trin du lch: u t pht trin du lch phi kt hp tt vic s

dng ngun u t t ngn sch nh nc vi vic khai thc, s dng ngun vn nc

ngoi v huy ng ngun lc trong dn theo phng chm x hi ho pht trin du

lch. Kt hp u t nng cp, pht trin cc im tham quan du lch vi u t cho

tuyn truyn, qung b v o to, pht trin ngun nhn lc du lch to ra cc sn

phm du lch hp dn, mang tnh c th cho tng vng du lch v cnc. Ngnh du

lch cng cn u t mnh v c hiu qu ti cc vng du lch trn c nc.

V pht trin ngun nhn lc du lch v nghin cu ng dng khoa hc,

cng ngh: Bin php hu hiu nht pht trin ngun nhn lc du lch chnh l xy

dng h thng c s o to ngun nhn lc du lch, i mi chng trnh, ni dung

v phng php o to theo chun ho quc gia cho ngnh du lch; gn l thuyt vithc hnh; y mnh cng tc nghin cu c bn v nghin cu ng dng khoa hc

cng ngh du lch tin tin phc v pht trin du lch v ng dng cc thnh qu khoa

hc v cng ngh vo hot ng qun l v kinh doanh du lch.

V xc tin, tuyn truyn qung b du lch : Ngnh du lch cn y mnh xc

tin, tuyn truyn, qung b du lch vi cc hnh thc linh hot; phi hp cht ch gia

cc cp, cc ngnh; tranh th hp tc quc t trong hot ng xc tin du lch trong


53/91


v ng

[yrc]-thuc trang va nhung giai phap de xuat de nang cao nang luc ung dung mkt dien tu trong hoat...

Documents