1. PHT TRIN SN PHM DU LCH V THC HNH TT V MARKETING DU LCH Trnh by: KEVIN MORIARTY Chuyn gia o to cao cp v du lch Thng 7/2014

2. HI THO V PHT TRIN SN PHM DU LCH V THC HNH TT V MARKETING DU LCH 3. GII THIU KEVIN MORIARTY N T DUBLIN 4. KT THC HI THO BN S C KH NNG: Xc nh v trnh by v cc th trng chnh v cc ng c ca khch du lch quc t v ni a Hiu sn phm du lch l g v lm th no a sn phm du lch ra th trng Gii thch cc nhu cu v mong i ca khch du lch quc t v ni a Xc nh v trnh by cc im du lch chnh trong tnh R sot li danh sch v phn tch cnh tranh chnh vi du lch Vit Nam v du lch trong tnh Xc nh v lp danh sch cc knh phn phi du lch khc nhau Chun b k hoch hnh ng v marketing cho tnh 5. KT THC HI THO BN S C KH NNG: Chun b bo co nh v du lch ca tnh Hiu v c kh nng thuyt trnh v quy trnh lp k hoch marketing Chun b k hoch marketing du lch cho tnh v c kh nng h tr cc doanh nghip trong vic xy dng k hoch marketing Xc nh cc phng php tip th k thut s ph hp v hiu qu nht 6. NI DUNG HI THO Sn phm du lch l g? Th trng du lch l g? Phn on th trng l g Ti sao khch du lch n Vit Nam? Chng ta c th gii thiu nh th no thu ht nhiu hn khch du lch? Cc i th cnh tranh ang lm g? Chng ta c th chun b k hoch marketing cho tnh nh th no? 7. CC K HOCH MARKETING Cc k hoch cp doanh nghip Cc k hoch cp tnh hoc cp vng Chin lc marketing du lch Vit Nam K hoch hnh ng giai on 2013-2015 8. TN BN L G V BN N T TNH NO? VAI TR CA BN L G? BN MONG MUN T C IU G KHI KT THC HI THO? 9. CHNG TRNH HI THO Ngy 1: Tng quan v sn phm v marketing Ngy 2: Cc sn phm v tri nghim, v ma trn sn phm th trng Ngy 3: Qung co xc tin v cc knh tip th Ngy 4: Chuyn i thc a v lm vic theo nhm Ngy 5: Cc trnh by v marketing v kt lun 10. CHNG TRNH NGY 1 CC LOI HNH DU LCH DU LCH TI VIT NAM CHIN LC MARKETING DU LCH VIT NAM PHN ON TH TRNG V NHU CU CA KHCH HNG CC SN PHM DU LCH V TH TRNG DU LCH VIT NAM 11. Du lch l s di chuyn ca con ngi ti cc nc hoc cc a im khc nm ngoi mi trng thng thng trong thi gian t nht mt m v mc ch c nhn hoc kinh doanh/cng vic. 12. DU LCH LIN QUAN N NHIU HNG HA V DCH V Thc n v ung Cc im du lch thin nhin Cc im du lch vn ha 13. CC LOI HNH DU LCH NGH DNG Thm bn b v ngi thn Ngh ngi KINH DOANH Hp, hi ngh hi tho, khen thng v t chc s kin Tng hp 14. Cc loi hnh du lch ngh dng ph bin Du lch mo him Du lch trn gi chnh thng Du lch sinh thi Du lch vn ha 15. Du lch trong tnh ca bn Tnh hnh hot ng du lch tnh ca bn nh th no? Cn nhc ci g l c o v c bit Tnh hnh hot ng du lch tnh ca bn nh th no? Nu mt hot ng marketing du lch thnh cng trong nc hoc nc ngoi 16. CHIN LC MARKETING DU LCH VIT NAM N NM 2020 V K HOCH HNH NG GIAI ON 2013 2015 ( xut) Tm tt chnh 17. CC MC TIU MARKETING GIAI ON 2013-16 Mc tiu marketing s 1: nh v Vit Nam nh im du lch phi n ng Nam da trn cc gi tr thng hiu c bn v cc sn phm ca im n (vn ha, thnh ph, bin v ni non) cc th trng chu v mt s th trng phng Ty la chn, v m bo Vit Nam vn l im ngh dng a thch i vi ngi Vit Nam Mc tiu marketing s 2: Truyn thng hiu qu v s a dng ca cc sn phm du lch Vit Nam cng nh nhng vng du lch chnh; ko di thi gian lu tr v tng mc chi tiu ti ch ca du khch, thu ht du khch quay li (tri nghim hn na v Vit Nam) Mc tiu marketing s 3: Qun l mt cch hiu qu mi quan h hp tc vi khu vc t nhn, hng n cc phn on c mc tng trng cao v cc th trng mi c th tip cn mt cch hiu qu v chi ph. 18. NH V V XY DNG THNG HIU Cc kt qu chnh t iu tra v Hnh nh v Nng lc cnh tranh ca du lch Vit Nam nm 2011 cho thy Vn ha Con ngi m thc Du lch mo him Lng hiu khch L nhng yu t quan trng trong vic quyt nh ngh dng ti Vit Nam. 19. LI IM BN HNG Mc d vn cha xc nh r li im bn hng c nht ca Vit Nam, nhng ngi quen thuc vi im n ny u c chung nhn nh: Vit Nam rt khc Thi Lan (mt hnh nh mm mi, yn v sang trng) Vit Nam rt khc Malaysia (mt quc gia thnh vng, vi o Hi chim a s nhng vn l mt chu ch thc) Khc Singapore vn c bit vi mt hnh nh hin i, th pht trin thnh vng S ca Vit Nam nm nn vn ha phong ph v a dng, cc mn n ngon, tinh thn qut cng ginh c lp, sc sng v ngh lc khng ngng trong cng cuc ti thit t nc. 20. BIU TNG V TIU MI VN HA NGH TRONG THNH PH 21. TM NHN V DU LCH t c tng trng v th phn vi li nhun cao hn C mi trng t nhin hoang s Gii thiu cc c s lu tr c c im a dng C cc im du lch mang tnh biu tng thu ht khch du lch Mang n cc tri nghim ch thc trong mi trng hp dn thn thin Trnh by v khng ngng thc hin i mi sn phm ng gp vo pht trin kinh t ca quc gia v vng 22. CC XU HNG TIU DNG QUC T Ngi tiu dng ngy cng tinh t v hiu bit v du lch Cc chuyn i ngy cng thng xuyn hn v ngn hn Cc im n ngh dng c quyt nh bi s thch quan tm v khm ph ca khch du lch Mong mun mnh m c c k ngh gi tr 23. Cc sn phm thng hiu DU LCH VN HA DU LCH BIN O DU LCH DA VO SINH THI CC K NGH NGN TI THNH PH 24. Cc sn phm thng hiu Cn hng n cc khch du lch c mc tiu dng cao v thi gian lu tr lu cc th trng mc tiu : Vn ha Bin o Du lch da vo sinh thi Cc k ngh ngn trong thnh ph tnh bn c cc sn phm thng hiu no? 25. Cc sn phm thng hiu Xc nh cc sn phm thng hiu no quan trng nht trong tnh ca bn? 26. Khch du lch quc t ca chng ta t u n? Xp hng Nc Lt khch 1. Trung Quc 1,428,693 2. Hn Quc 700,917 3. Nht Bn 576,386 4. M 443,826 5. i Loan 409,385 6. Campuchia 331,939 7. Malaysia 299,041 8. c 289,844 9. Thi Lan 225,866 10. Php 219,721 Tng cc Thng k nm 2013 27. CC I BIU HON THNH BI TP GII THIU 10 CU HI LM VIC THEO TNG NHM 6 NGI 10 PHT HON THNH 28. Hiu, din gii v p dng cc tng v m hnh pht trin cc sn phm v tri nghim mi CC IM N CC SN PHM V CC TRI NGHIM NGH DNG HAY KINH DOANH THC N UNG LU TR VN CHUYN BN L TRI NGHIM VN HA DI SN CON NGI DCH V C O KHC BIT V CHN THC GII THCH CU CHUYN V CC TRI NGHIM V HNH TRNH V K HOCH CA KHCH HA HN V THC T CC IM N CC SN PHM V CC TRI NGHIM NGH DNG HAY KINH DOANH THC N UNG LU TR VN CHUYN BN L TRI NGHIM VN HA DI SN CON NGI DCH V C O KHC BIT V CHN THC GII THCH CU CHUYN V CC TRI NGHIM V KT NI HNH TRNH V K HOCH CA KHCH HA HN so vi THC T 29. Hiu, phn tch v p dng phn tch th trng v phn on th trng TH TRNG KHCH DU LCH V THNG MI DU LCH Quc t Ni a Cc th trng Trung Quc Hn Quc M i Loan c Php c Cc hnh trnh thc s ca khch hng c nhn Nghin cu bn bit g v h? ng c v nhu cu ti sao h n Tip cn cc thng ip thng tin 30. Phn on th trng l g? Mt nhm ngi cng c chung c im Chng ta phn on mt th trng ln thnh cc nhm nh ngi tiu dng cng c chung nhu cu - theo a l - theo tui, gii tnh, thu nhp - theo cch sng v ng x - theo nhu cu v ng c 31. Du khch ca chng ta chng ta bit g v h Cc iu tra khch du lch Cc xu hng v nghin cu TRIP ADVISOR v cc phng tin truyn thng x hi 32. Cc th trng mc tiu Chu Thi Bnh Dng cc th trng ln cn l ng Bc (Trung Quc, Nht Bn, Hn Quc), ng Nam (Singapore, Malaysia, Indonesia, Thi Lan), v c Cc th trng phng Ty Ty u (Php, c, Anh, H Lan, Ty Ban Nha v Scandinavia); Bc M (M v Canada), v ng u (Lin bang Nga, Uc-rai-na) Th trng ni a 33. Cc th trng 33 Th trng ni a Cc th trng chu ln cn c Chu u v Bc M Nga, Trung Quc 34. BI TP Cc phn on th trng no l khch du lch chnh ca tnh bn? 35. Cc phn on th trng ni a Vit Nam 1. Ni a: cc th trng nhnh: Khch du lch ngh dng: c im: i du lch theo gia nh, trong cc k ngh l quc gia hoc cc thi gian ngh hng nm ng c: Ngh ngi, vui chi, thm cc im du lch chnh: Mong i: n ngon, ni ph hp, c hi mua sm, gi c va phi Khch du lch trong ngy: c im: i du lch c lp theo gia nh v bn b bng xe ring trong 1 ngy, thng vo cui tun hoc cc k ngh l quc gia ng c: Ngh ngi, vui chi, thm cc im du lch chnh Mong i: n ngon, dch v tt, i li d dng 36. CC PHN ON TH TRNG QUC T 2. Quc t: cc th trng ph: Chuyn i ngn quc t: Khch du lch ngh dng: c im: i thnh nhm c t chc hoc theo gia nh v bn b. Cc chuyn i ngn hn, t im n hn ng c: ngh ngi, vui chi, thm cc im n chnh, mua sm Mong i: n v khch sn cao cp Kt hp cng vic v vui chi: c im: Khch doanh nhn du lch c nhn v c lp thm mt s hot ng du lch vo chuyn i ca h. ng c: vui chi, thm quan cc im du lch chnh, ngh ngi Mong i: cc dch v v sn phm c cht lng, i li d dng 37. CC PHN ON TH TRNG QUC T Du lch ng di quc t: Khch i du lch ln u: c im: Khch du lch i l hoc theo nhm trong mt tun hoc hn, s dng cc phng tin vn chuyn a dng v i ti nhiu im du lch ng c: Thm quan cc im du lch chnh, cc c sc vn ha v thin nhin Mong i: n ngon, ni ph hp, gi c va phi, phong ph Khch i du lch ln th 2 + Khch trnh ni ng c: c im: Khch i du lch c nhn hoc thnh nhm nh, thng t t chc trong 1 tun hoc nhiu hn, thng dnh nhiu thi gian hn t im n hn. ng c: cc tri nghim chn thc v hot ng c th (v d trekking, thm him hang ng) Mong i: ni ph hp, n v dch v tt, tnh chn thc v cc tri nghim c nhn 38. CC TH TRNG 38 Th trng ni a Th trng chu gn c Chu u v Bc M Nga, Trung Quc 39. HIU V KHCH DU LCH NG C CA KHCH DU LCH CC YU CU TI THIU CC YU T KHC BIT CC CN TR TRONG VIC THM QUAN? BN C G TT? IU C THC Y NG C CA KHCH DU LCH KHNG? 40. KHCH DU LCH CC LO NGI CA H L G? Bn di chuyn nh th no? Khong cch t H Ni vo thnh ph H Ch Minh xa nh th no? Lm th no bn c th thm n cha? Cc c s lu tr ti nh dn nh th no? Bn c ni ting Php Vit Nam khng? Bn c dng tin la khng? Ni y c an ton khng? Ni y c sch s khng? Liu ti c b phin phc hoc bn gi qu t khng? Bi bin tt nht u? Bn c th ung nc c khng? Ti c th i u trnh xa cc khch du lch khc? Ti c th c c tri nghim ch thc v Vit Nam u? y hng ngy c nng khng? 41. KHCH DU LCH CC LO NGI CA H L G? BN C TH NGH KHCH DU LCH CN C CC LO NGI KHC KHNG? 42. Phn on v nghin cu th trng 43. NGHIN CU TNH HUNG V CC TH TRNG V CC PHN ON TH TRNG Anh Th trng ln Quan tm nhiu n vn ha ng hng khng v ng b tt 82% s dng internet 50% lng mua bn trc tuyn l du lch Rt thch thm quan ng Nam 44. GIA TNG KHCH DU LCH ANH Trailfinders (trailfinders.com) nhn thy s lng khch t n Vit Nam cao nht trong thng 1/2014, khi mi quan tm n Vit Nam tng u n trong nhng nm gn y. Cng ty iu hnh tour ni s gia tng ny ch yu do khai trng chuyn bay trc tip t Lun n nm 2011 v khch hng chn cc tour c xe t v li xe t trc v h c t do v linh hot hon ton m khng c rc ri v vic i mt mnh. Vit Nam hin nay nm trong tp 15 im n hng u i vi khch du lch Anh do Kuoni bnh chn, ng v tr th 14. V tr ny nm 2011 l ng th 23 v l mt trong ba nc c Kuoni nm ngoi nh gi c mc a thch tng nhanh nht, hai nc kia l M-hi-c v Cu-ba 45. c Th trng du lch ln nht th gii Thi gian lu tr di nht Tm kim cc im n mi 79% s dng internet Thch thng tin chi tit ti c 46. Php 67% lng mua sm trc tuyn l du lch Thch thng tin bng ting Php Php nm 7.5 tun / nm Lin kt lch s v vn ha 4 k ngh / nm, trong c 1.5 k ngh nc ngoi 47. Thi Lan Chng ta hy cng m t khch du lch t Thi Lan C nhng phn on th trng no? H thch i u? H thch lm g vo cc k ngh? H i du lch trong bao lu? H i du lch thnh nhm hay thnh tng cp? H tiu dng bao nhiu? H c th n Vit Nam nh th no? 48. Khch du lch quc t ca chng ta t u n? Xp hng Nc Lt khch 1. Trung Quc 1,428,693 2. Hn Quc 700,917 3. Nht Bn 576,386 4. M 443,826 5. i Loan 409,385 6. Campuchia 331,939 7. Malaysia 299,041 8. c 289,844 9. Thi Lan 225,866 10. Php 219,721 Tng cc Thng k nm 2013 49. Hiu, din gii v p dng cc tng v m hnh pht trin cc sn phm v tri nghim mi CC IM N CC SN PHM V CC TRI NGHIM NGH DNG HAY KINH DOANH THC N UNG LU TR VN CHUYN BN L TRI NGHIM VN HA DI SN CON NGI DCH V C O KHC BIT V CHN THC GII THCH CU CHUYN V CC TRI NGHIM V HNH TRNH V K HOCH CA KHCH HA HN V THC T CC IM N CC SN PHM V CC TRI NGHIM NGH DNG HAY KINH DOANH THC N UNG LU TR VN CHUYN BN L TRI NGHIM VN HA DI SN CON NGI DCH V C O KHC BIT V CHN THC GII THCH CU CHUYN V CC TRI NGHIM V KT NI HNH TRNH V K HOCH CA KHCH HA HN so vi THC T 50. SN PHM DU LCH L G? NH NGHA HP L nhng g khch du lch mua NH NGHA RNG HN L s kt hp gia nhng g khch du lch thc hin ti im n v cc dch v c s dng 51. UNEP XC NH SN PHM DU LCH TH NO Yu t tri nghim Yu t tnh cm Yu t thin nhin 52. SN PHM THNG HIU VN HA B BiN SINH THI THM QUAN THNH PH 53. CC LOI SN PHM DU LCH Cc sn phm du lch thin nhin Cc sn phm du lch nhn to 54. CC LOI SN PHM DU LCH VIT NAM Cc sn phm khc? Picture sources: http://www.flickr.com/photos/barbararich/96982409/; http://www.flickr.com/photos/chericbaker/4446189110/; http://www.flickr.com/photos/matthieu-aubry/1242936011; http://www.flickr.com/photos/lintmachine/2386330877/; http://commons.wikimedia.org/wiki/File:VietnamCombatArtTheLadiesbyDavidFairringtonCATVI1968.jpg; http://en.wikipedia.org/wiki/M%E1%BB%B9_S%C6%A1n; http://en.wikipedia.org/wiki/Vietnamese_cuisine; http://commons.wikimedia.org/wiki/File:Hiking_at_highest_peak_in_Kosova_-_Gjeravica.JPG; http://en.wikipedia.org/wiki/Sea_kayak; http://pixabay.com/en/diver-light-diving-silhouette-sea-108881/; http://www.flickr.com/photos/whltravel/4303957860/; http://www.flickr.com/photos/agapbulusan/2418856362/; http://en.wikipedia.org/wiki/Hmong_people 55. NGY 1 MODULE 3 NGHIN CU TRNG HP: LM CHO SN PHM PH HP VI TH TRNG 56. NGHIN CU TRNG HP C AUSTRALIA HN QuC M ng b Schmidt v hu khi h 55 tui. H lun mong mun n thm Vit Nam v ng Nam . H thy mt qung co ti cng ty l hnh gii thiu nhng cnh p. H quan tm tm hiu vn ha v nhng iu mi m ca t nc Vit Nam. H thuc loi kh gi v c rt nhiu thi gian.. Jack l chuyn gia t vn cng ngh thng tin nm nay 30 tui. Anh mun ngh ngi mt thi gian do p lc cng vic cao Sydney. Cc bn anh va i ngh Vit Nam v v anh quyt nh i. L mt chuyn gia c mc lng cao, gi c khng thnh vn nhng anh mun c mt k ngh vi nhiu hot ng th v. Ye jun v Ji-hu l hai gim c iu hnh ngi Hn quc, thng i ngh ngn ngy. Ln ny, h quyt nh sang Vit Nam vi k ngh l th. Ging nh tt c nhng gim c iu hnh khc, h thch dch v xa x v tuyt vi nhng cng thch chi gn v gi mi lin lc vi vn phng Chuck v Carol rt thch th vi nhng iu nghe c ti trng v lch s v vn ha Vit Nam v quyt nh i cng mt nhm bn sang VN trong 10 ngy. H lun tm kim nhng iu gi tr v mun khi tr v khoe vi mi ngi v k ngh ca mnh. 57. NGY 1 MODULE 4 LM VIC NHM NGHIN CU TRNG HP 58. SN PHM DU LCH Sn phm du lch chnh trong tnh ca bn l g? Nhng sn phm ny hp dn phn khc khch du lch no? 59. PHT TRIN SN PHM DU LCH MI Hiu nhu cu v xu hng ca khch quc t Xc nh cc phn khc th trng khch hng im chun sn phm ca Vit Nam so vi i th cnh tranh Dng cc thng hiu chnh p ng nhu cu Pht trin sn phm du lch 60. PHT TRIN SN PHM SN PHM G HIN C BN C TH B XUNG HAY NG GI LI HOC KT HP VI CC SN PHM KHC TO RA TRI NGHIM MI? TOUR BI BiN, VN QUC GIA, N MiU, MUA SM, M THC I THUYN TRN SNG, KHM PH THNH PH, CH, NGH THUT V KHIU V 61. V D V PHT TRIN SN PHM C nhu cu i vi cc tour khc thng nhng ch thc, nh m Si Gn, trong khch du lch c th i xe m n cc qun n a phng cng vi hng dn vin, th cc mn n v kt thc bui ti ti mt im m nhc a phng. Hy ngh thm mt v d na v sn phm sng to nh vy. 62. Phn on th trng v h tm kim ci g? C sn phm no trong tnh? Cn thiu sn phm v tri nghim g? 63. LM CHO SN PHM DU LCH PH HP VI TH TRNG TH NO? Kt hp cc c im, ng c v k vng ca phn khc th trng vi cc sn phm du lch m bo tnh bn vng, cc sn phm cng cn phi ph hp vi cc c hi pht trin v mc tiu im n ca nc s ti Sn phm du lch gii tr v ngh ngi vn ha thin nhin mo him gio dc Th trng du lch c im ng c K vng 64. KT QU CA ViC LM CHO SN PHM PH HP VI TH TRNG Khch ni a i chi trong ngy Sn phm gii tr Sn phm ngh ngi Cc sn phm gii tr cho khch ni a Cc sn phm ngh ngi Sn phm vn ha Sn phm thin nhin Cc sn phm gii tr cho khch quc t Cc sn phm ngh ngi Cc sn phm vn ha Cc sn phm thin nhin Cc sn phm hc tp Khch quc t kt hp gia cng vic v ngh ngi gi tr Cc sn phm gii tr Cc sn phm ngh ngi Cc sn phm vn ha Khch quc t In ln u tin Cc sn phm gii tr Cc sn phm vn ha Cc sn phm thin nhin Khch quc t In ln th 2 v trnh m ng Cc sn phm vn ha Cc sn phm thin nhin Cc sn phm mo him Cc sn phm hc tp 65. CC SN PHM DU LCH MI http://www.newzealand.com/ie/things-to-do/ http://www.visit-canada.com/ 66. NGHIN CU TRNG HP NG MN KHM PH MEKONG NAM CAROLINA QUC KHNH IRELAND 67. NG MN KHM PH MEKONG ng mn khm ph M Kong (Mekong Discovery Trail) l im n du lch sinh thi ng bc Campuchia. ng mn theo ch di 180km c xy dng kt ni mt lot cc im du lch a phng v khu vc v tip th ti cc th trng ch chnh. ng mn gm mt lot cc con ng mn nh hn ta ra t cc th trn ca ng ln, mi con ng ny u c kh nng cung cp dch v lu tr v cc dch v khc cho du khch. 68. QUC KHNH IRELAND Quc khnh Ireland vo ngy 17 thng 3 tr thnh l hi biu tng ko di 5 ngy! m nhc, vn ha, gio dc, gii tr, diu hnh, m thc, tt c kt hp thnh l hi c o thu ht 600.000 khch quc t. Qung b quc t tn hn 20 triu euro Bin cc ta nh thnh mu xanh trn ton th gii 69. NAM CAROLINA Bang Nam Carolina phi i ph vi thc t l n khng c bn sc gn kt t quan im du lch. N c coi l mt nhm cc khu vc hnh chnh gm cc im n a dng. 70. SN PHM DU LCH (UNWTO) Cc sn phm hng u (Flagship): l nhng im du lch quan trng c kh nng cung cp cc im thm quan mnh tr thnh mc ch/im n chnh ca du khch. Cc sn phm Flagship ng vai tr quan trng trong vic xc nh cc sn phm du lch ton din ca khu vc. Pht trin trung tm du lch: l nhng im hu cn ni du khch c xu hng t hp v l im khi u t i thm cc im khc hoc tham gia vo cc hot ng trong vng. Pht trin cm sn phm: Pht trin cm cp n tp hp cc im thm quan v cc hot ng trong mt khu vc a l hoc kt hp li thng qua mt ch chung hoc mi quan tm chung. . 71. SN PHM DU LCH (UNWTO) ng vng quanh (Circuits): L nhng tuyn ng m du khch i thng kt hp vi ch v mi quan tm chung hoc lin kt vi mt lot cc trung tm du lch hoc cc im thm quan. Nhng circuits thnh cng cung cp cc im thm quan v cc hot ng ni bt c h tr bi mt lot cc c s t cc im nh trn ng i. S kin v l hi: C th c bit hu ch cho vic b p s bt cn bng theo ma, ci thin hiu bit v hnh nh quc t hoc thu ht cc phn khc khch m i vi h nhng im thm quan khc ti im n khng hp dn 72. CHC NNG Pht trin cc trung tm du lch Cc cm sn phm cho pht trin Cc sn phm ph Circuits L hi v s kin Cc sn phm Flagship 73. CC LOI SN PHM DU LCH Cc sn phm gii tr v ngh ngi: gm cc hot ng nh mua sm, m thc, cc hot ng vui chi gii tr ban m, cc hot ng th thao, ngh ngi, v cc im thm quan Cc sn phm vn ha: gm m thc a phng, lch s, dn tc thiu s, ngh thut, Cc sn phm thin nhin: gm cc tri nghim du lch sinh thi trn c s mo him hoc hc tp v thm quan. Mo him: Thng c cc thut ng hoc l mo him mm hoc l mo him nng ng ty thuc vo mc n lc cn thit tham gia vo cc hot ng. Cc sn phm gio dc: i vi khch du lch mun tm hiu su hn v cc lnh vc khc nhau ca vn ha, lch s, khoa hc t nhin. 74. BI TP NGY 1 MODULE 6 BN GHI CHP V PHN ON TH TRNG 75. PHT TRIN SN PHM Chng ti c bi bin .. do Chng ti c vn ha v n miu do Chng ti c cc thnh ph tuyt vi. do . Chng ti c g c o cho Vit Nam? 76. SNG TO SN PHM Khng pht trin sn phm mi ti im n, du khch s khng thy cun ht v s n cc im n khc iu quan trng l khu vc t nhn c h tr u t vo cc sn phm mi v d New Zealand mo him v hot ng Singapore bn l v vn ha Nam Phi- phong cnh v v p thin nhin Oman mo him v du lch bn vng 77. PHT TRIN SN PHM MI Cn nhc Du khch mun g v nhng xu hng gn y l g?- hc tp, c o, ch thc , thi gian ngn.. Thin nhin hay nhn to? Ci g chng ta c m cha c s dng? i th cnh tranh ang lm g? 78. NG GI V GOM CHUNG CC SN PHM DU LCH Xc nh ch ca gi sn phm ca bn v d xe my, mo him, khm ph Quyt nh mt s yu t ca gi sn phm trn c s nhng g m khch hng ch mun t cho gi sn phm mt ci tn hp dn cho thy sn phm g s c cung cp Th nghim gi sn phm Qung b v tip th gi sn phm 79. CHNG TRNH NGY 2 Bng kim pht trin sn phm Tiu ch pht trin sn phm K vng ngc vi thc t trong du lch phn tch i th cnh tranh Gii thiu truyn thng tip th 80. BNG KiM CHO PHT TRIN SN PHM I. c im ca cc sn phm chnh 1. C th tip cn c Du khch c d dng n c im khng 2. Cc im thm quan Cht lng ca cc im thm quan chnh m du khch s ti 3.Cc hot ng Hot ng no khc du khch c th tham gia im 4. Cc dch v chnh C sn cc dch v du lch no 5. Cc dch v ph tr C cc dch v thm no lm thun tin cho du khch hn (v d bu in, ca hiu lm p, cc ca hng nh thun tin, ) 81. BNG KIM CHO PHT TRIN SN PHM 1. ch thc Sn phm c tht s v tiu biu ca khu vc khng 2. Khc bit Sn phm c o v c bit th no 3.a dng C s kt hp tt gia cc im thm quan, cc hot ng v dch v khng? 4. Cc yu t ma v Thi tit, qu ng c trong ma cao im, 5. Chc nng sn phm Flagship, Trung tm, hoc sn phm ph v chng ph hp th no trong ton khu vc 6. Giai on vng i im pht trin ca sn phm, ngha l ang ni ln, c uy tn hay ang xung dc 82. NGY 2 MODULE 7 BI TP: NHNG TRI NGHIM GY CM HNG V XY DNG HNH TRNH 83. NGY 2 MODULE 7/8 TRUNG TM CA NG VNG TU THNG C QUNG B L NI ngh ngi TRN BI BIN VI NGY TRONG TOUR DU LCH VIT NAM HOC TRC KHI BAY V NC. NU CHNG TA XEM LI V TR DU LCH CA TNH CHNG TA C TH PHT TRIN TRI NGHIM RNG HN V CH THC HN CHO DU KHCH LM CHO H LI TNH DI NGY HN V CHI TIU NHIU HN. BN XC NH V TR CA VNG TU V CC TNH LN CN TH NO TR THNH IU G HN L KHU NGH DNG BI BIN? 84. CC SN PHM THNG HIU Vn ha B bin Sinh thi Tham quan thnh ph 85. SN PHM DU LCH Lu tr, Thu xe, im tham quan. Cc hot ng, Cc s kin, Nh hng TRC TiP Online Trang web ring Email Cng c ng k trc Mobile Mng x hi Offline in thoi n tn ni GIM TiP iu hnh tour n DMCs PCOs iu hnh tour Cng ty l hnh i l Cng ty l hnh trc tuyn(OTA) Trang web ca bn th 3 KHCH HNG/ KHCH DU LCH V / Hoc 86. K VNG CA KHCH DU LCH Khi du khch i ngh, h c nhng k vng nhn c thng tin t qung co v qung b Khi nhng k vng ny khng c p ng, h s phn nn, ni vi cc khch du lch khc v khng quay tr li Tng t nh vy khi nhng k vng c p ng hoc ngoi mong i, h s k cho nhiu ngi nghe v quay tr li 87. K VNG CA KHCH DU LCH Nu mt v d khi k vng ca khch c p ng v mt v d khc khi k vng ca h khng c p ng. Nhng l do khc nhau cho vic ny l g? 88. NGY 2 MODULE 8 BI TP K VNG TRI VI THC T 89. KHCH DU LCH-K VNG V THC T.VIT NAM V P V TN? K VNG CA DU KHCH phong cnh p, con ngi hin lnh, thn thin, m thc ngon nht bn c th nhn c, bi bin ct di hng nhiu dm cn nguyn vn, c th c tt c nhng iu tt nht v Chu , H Ni quyn r, phong cnh, o ni p vi n tng tuyt vi, nc xanh nh ngc trn Vnh H Long, khc hn vi nhng ni khc, hy khm ph v p tim n, nhng b tc t thi c i. THC T M DU KHCH THY B li xe taxi ly qu tin cc, ch nhn thy g tt c u l sng m v ma, qu ng c v xe c qu nhiu, phi tr tin chp nh, cng ty l hnh ha vi ti mi th nhng khng thc hin, trng kh ging vi bt c quc gia ng nam no khc vi bi bin, rng ni v ch ba. Ti ch i iu g khc nhng chng bit i u. Nu ti c mt ci bn tt, 90. CON NGI TRONG DU LCH Tc ng ln nht ln tri nghim tch cc ca du khch l con ngi m h gp g v quan h. S thn thin v quan tm ca ngi dn a phng v cn b du lch c l c tc ng ln n nh gi k ngh ca du khch v c nhiu kh nng h s quay tr li. 91. PHN HI NGY 2 MODULE 9 92. Cc sn phm hin c Cc sn phm mi 4 PHNG N PHT TRIN SN PHM Ccthtrnghin c Ccthtrngmi Thm nhp th trng Bn nhiu sn phm hin c cho mt th trng hin c Pht trin sn phm Bn mt sn phm mi hoc ci tin cho mt th trng hin c Pht trin th trng Bn Cc sn phm hin c cho mt th trng mi a dng sn phm Bn Cc sn phm mi cho cc th trng mi 93. PHN KHC TH TRNG DU LCH VIT NAM PH HP VI CC LOI SN PHM giitr nghngi vnha thinnhin mohim hctp NI A Nhng ngi i chi trong ngy t H Ni Nhng ngi i ngh Phuot QUC T Nhng ngi i ngh Kt hp cng vic vi ngh ngi Nhng ngi n ln u Nhng ngi n ln th 2+ trnh m ng LOI SN PHM Phnkhcthtrng 94. KT QU KT HP GIA SN PHM V TH TRNG Khch ni a i chi trong ngy Cc sn phm gii tr Cc sn phm ngh ngi Ni a Cc sn phm gii tr Cc sn phm ngh ngi Cc sn phm vn ha Cc sn phm thin nhin Quc t Cc sn phm gii tr Cc sn phm ngh ngi Cc sn phm vn ha Cc sn phm thin nhin Cc sn phm hc tp Quc t Kt hp cng vic vi ngh ngi Cc sn phm gii tr Cc sn phm ngh ngi Cc sn phm vn ha Khch quc t n ln u Cc sn phm gii tr Cc sn phm vn ha Cc sn phm thin nhin Khch quc t n ln u v trnh m ng Cc sn phm vn ha Cc sn phm thin nhin Cc sn phm mo him Cc sn phm hc tp 95. PHN TCH I TH CNH TRANH T NC CA I TH CNH TRANH iM MNH iM YU VIETNAM + Hoc - VIETNAM USP (li im bn hng c nht) THI LAN LO MALAYSIA CAMPUCHIA 96. NGY 2 MODULE 10 BI TP PHN TCH I TH CNH TRANH 97. CNH TRANH CHO AN TON V AN NINH Thi Lan ang bt u phc hi sau nhng ri lon gn y, Gardner ni. Nhng trong sut nhng vp vp v tnh trng ln xn nhng ni khc nh vy, Vit Nam tr thnh im n an ton v an ninh nht khu vc. An ton v an ninh l vn c du khch quan tm hng u hin nay so vi 10 nm trc. 98. PHT TRIN CC SN PHM DU LCH MI Ti cc th trng hin c Chin lc: M rng sn phm ti im n v y mnh cc phn khc th trng hin c Ti cc th trng mi Chin lc: Thu ht cc th trng mi vi tim nng tng trng mnh Picture source: http://www.flickr.com/photos/dalbera/4410383427/ 99. PHN HI NGY 2 MODULE 11 100. TRUYN THNG TiP TH Truyn thng tip th l ni v thng ip ca bn v tm cch tt nht a thng ip n vi khch du lch tim nng TTTT l vic a ra nhng hnh nh tt nht thu ht khch n vi im n ca bn C th di hnh thc qung co in, qung co trn mng x hi tnh theo mi ln nhp chut (click), banner, qung co trn email google, Tt c khng phi l gi ckhch du lch khng mun dch v r tin nht. H mun n xng vi ng tin h b ra. 101. CC PHN KHC TH TRNG DU LCH VIT NAM PH HP VI CC LOI SN PHM giitr nghngi vnha thinnhin mohim hctp NI A Ngi i chi trong ngy t H Ni Nhng ngi i ngh Phuot QuC T Nhng ngi i ngh Kt hp cng vic vi ngh ngi Nhng ngi n ln u Nhng ngi n ln th 2+ trnh m ng LOI SN PHM Phnkhcthtrng 102. LM CHO THNG IP PH HP VI PHN KHC TH TRNG Thng ip Hy n v th gin Thy s mo him v vui v Tm hiu vn ha ca chng ti Hy khm ph nhng ngi n b n ca chng ti Gp g ngi dn a phng thn thin Phn khc 103. CHNG TRNH NGY 3 Xy dng ni dung tt t nhng cu chuyn hay Giao tip vi khch du lch Chun b brochure K hoch Marketing cho cc doanh nghip Lm vic vi i tc trongkhu vc t nhn 104. T DUY SNG TO TRONG MARKETING 105. HIU V NH GI CC CCH TIP CN CHNH VI MARKETING V TRUYN THNG MARKETING V TRUYN THNG V CC KNH Qung b, Qung co v PR Cc knh trc tip v gin tip Truyn thng x hi Phn phi mua bn, ON- LINE, Bn th 3 Thng ip VIDEO Thng ip v hinnhf nh quc gia 106. SN PHM DU LCH Lu tr, Thu xe, im tham quan. Cc hot ng, Cc s kin, Nh hng TRC TiP Online Trang web ring Email Cng c ng k trc Mobile Mng x hi Offline in thoi n tn ni GIN TiP iu hnh tour n DMCs PCOs iu hnh tour Cng ty l hnh i l Cng ty l hnh trc tuyn(OTA) Trang web ca bn th 3 KHCH HNG / KHCH DU LCH V / HOC 107. Qung b trong marketing du lch Nhm gy nh hng, thng tin, v / hoc thuyt phc Thng l tng hp ca : Qung co Quan h cng chng Bn hng c nhn Khuyn mi bn hng Kt hp qung co ph thuc vo h s khch hng h c ci g, h i u, ai tc ng n h..? 108. Cc yu t qung co 109. TH GII CA H: QUNG B: Th h mng/Th h in t: tr em tn nhiu thi gian ngi trc mn hnh my tnh hn bt c hot ng no khc ngoi gi ng - c dy nhng khng kt ni 110. TT C L V NI DUNG !!! hnh nh nhng bc nh tuyt vi video ca bn hoc ca khch hng ca bn cu chuyn- u l tri nghim - iu g c o - iu g ch thc ch thch phn nh nhu cu v ng c ku gi hnh ng t ch / gi in /ln mng 111. NI DUNG Tm kim trn mng tm ni dung hay c nhng v d tt, chng ta s n Australia, New Zealand, Thi Lan, Canada v Ireland 112. BI TP BIN SON BROCHURE NGY 3 MODULE 14 1. Chn 1 phn khc th trng 2. Xc nh nhu cu v ng c ca h 3. Cn nhc bt c ro cn no 4. To ra 1 cu chuyn mi hoc trnh by mt tng mi v tnh bn 5. Tm nhng hnh nh/videos tuyt vi 6. Vit ni dung 7. S dng photoshop v.v. chun b 8. Kim tra xem c ph hp vi Chin lc v Mc tiu quc gia khng. 113. CC SN PHM THNG HiU Vn ha B bin Sinh thi Tham quan thnh ph 114. CC MNG X HI FACEBOOK TRIPADVISOR SPOTIFY TWITTER HNH NH v VIDEO L TRUYN THNG X HI MNH 115. QUY TRNH LP K HOCH MARKETING 1.Xc nh phn khc th trng tt nht cho tng trng 2. Nghin cu nhu cu, hnh vi v ng c 3. Lm cho cc sn phm hin c ny ph hp hoc to ra nhng tri nghim mi 4.R sot s cnh tranh 5.Cm cc sn phm ng gi li cc sn phm hin c 6. Xy dng ni dung/thng ip ca bn bin chng thnh hnh nh 7. Cc ti liu ON LINE hoc OFF LINE 8. ra cc mc tiu v hnh ng Thc hin cc hnh ng 116. K HOCH MARKETING 1. Tin hnh phn tch SWOT, phn tch khch du lch hin c, phn tch i th cnh tranh 2. Quyt nh cc chin lc cc th trng mi hoc cc sn phm mi, 3. ra mc tiu v chun b k hoch hnh ng 117. PHN TCH SWOT im mnh im yu C hi Thch thc 118. PHN TCH SWOT Tin hnh phn tch swot tnh ca bn im mnh v tr, tip cn, nhiu sn phmc s lu tr, nh hng hi sn, khu ngh dng cht lng cao, nng thn hp dn, nhiu n miu. im yu- qu ng c, thiu c s vt cht, c s mua sm km, cuc sng ban m ngho nn, thi gian li ngn, qun l bi bin km C hi- lm vic vi cc tnh khc, xc tin cc l hi a phng, ng gi cc sn phm mi, thc y cc c im c o, xy dng cc hot ng di nc, xy dng website Thch thc: cht lng nc km, hiu sut ma thp im, chin dch qung bc cuar i th cnh tranh. 119. Mc tiu marketing Xc nh 3-5 mc tiu ln gip bn duy tr th phn hoc tng trng th phn ca doanh nghip ca bn. 1. Tng cng sut s dng phng v gi phng trong ma thp im 10% 2. Hng vo khch ni a trong l hi lng v chunb mt gil hi v lu tr 3. Xy dng mt khuyn mi c bit tng khch quc t t Hn quc /Thi Lan ln 10% thng qua marketing on line 4. 5. 120. Cc mc tiu Marketing Cc hot ng t c mc tiu Cc ch s chnh Trch nhim Ngn sch Khung thi gian Mc tiu 1 Mc tiu 2 Mc tiu 3 Mc tiu 4 K HOCH HNH NG Marketing 2015 121. Phn khc kin v tim nng tng trng Quc t th trng Australia v Hn quc C hai th trng ny c kh nng tng ln trong nm nay do nn kinh t trong nc c ci thin XC NH NHNG PHN KHC KHCH HNG CHNH M BN MUN HNG TI VO NM 2015 122. Phn khc th trng: Mc tiu marketing: Cng c truyn thng chnh Cng c Offline Cng c Online Cc ch s chnh Knh phn phi Chin lc v gi Hnh ng cn c t c cc mc tiu marketing 123. Tham gia ca khu vc t nhn vi cc c quan du lch ti im n A. Tham gia vo hi tho, hi ngh, din n do khu vc cng t chc C. Tham gia vo cc kho st/nc ca khu vc cng B. Tham gia vo qu trnh lp k hoch v chnh sch cho im n D. Tham gia vo i tc cng -t Picture sources: http://en.wikipedia.org/wiki/Handshake http://rmbr.nus.edu.sg/news/index.php?phrase=heok%20hui&start=10&category= http://www.flickr.com/photos/mhcseattle/1111568504/ http://www.flickr.com/photos/ilri/7549725204/ 124. TI SAO CHNG TA CN I TC CNG T Khu vc cng c thng tin v kin thc tt v du lch m khu vc t nhn cn u t Khu vc cng c th dn dt v h tr nh hng du lch m bo s bn vng Khu vc cng c th c quan im quc gia v du lch khng ch tp trung vo kinh doanh Khu vc cng c tm nhn chin lc cho du lch 125. BI TP NG VAI NGY 3 MODULE 16 Bn gp mt n v cung ng dch v du lch (Khch sn, Cng ty l hnh, iu hnh tour), gii thiu vi h v chin lc marketing du lch ca Vit Nam cng nh vic cc tnh cn c qung b th no. 126. CHNG TRNH NGY 4 I THC T - N THM CC N V CUNG NG DCH V DU LCH NHC LI NHNG iM CHNH HC TRONG LP N HM NAY TM TT CC YU T CHNH CA SN PHM V MARKETING CHUN B K HOCH HNH NG CHO TNH BN 127. K HOCH HNH NG. CC HNH NG U TIN TRONG TNH CA BN 1. SUY NGH V NHNG CH CHNH CA KHA TP HUN Chin lc marketing du lch Phn khc th trng, nhu cu v hnh vi ca khch Sn phm v tri nghim - sn phm hin c v mi Hnh trnh ca khch flagship, trung tm, cm Tri nghim Vit Nam ch thc Phn tch i th cnh tranh Truyn thng tip th- thng ip, cu chuyn v hnh nh, Brochure v ti liu qung b K hoch Marketing 2. XC NH XEM HNH NG NO L U TIN TRONG DU LCH TI TNH BN 3. DNG MU M T IU BN S LM 4. LM VIC THEO NHM TRONG TNH/GIA CC TNH 128. K HOCH HNH NG V TRNH BY TIN HNH PHN TCH SWOT XC NH PHN PHC TH TRNG TT NHT CA BN XC NH CC SN PHM V TRI NGHIM TT NHT CA BN TIN HNH PHN TCH I TH CNH TRANH XC NH MT SN PHM HOC MT TRI NGHIM MI CHO TNH THU THP MT S HNH NH MI CHO TNH XY DNG MT THNG iP HAY CU CHUYN MI V TNH CA BN CHUN B CNG BROCHURE CHO SN PHM RA 3 MC TIU MARKETING CHO NM 2015 129. TRNH BY TRNH BY TRONG NHM TRNH BY TNG HNH NG TRONG DANH SCH CC HNH NG 130. K HOCH HNH NG V TRNH BY XY DNG MT THNG iP HAY CU CHUYN MI V TNH CA BN CHUN B CNG BROCHURE CHO SN PHME FOR THE PRODUCT RA 3 MC TIU MARKETING CHO NM 2015 TIN HNH PHN TCH I TH CNH TRANH XC NH MT SN PHM HOC MT TRI NGHIM MI CHO TNH THU THP MT S HNH NH MI CHO TNH TiN HNH PHN TCH SWOT XC NH PHN PHC TH TRNG TT NHT CA BN xXC NH CC SN PHM V TRI NGHIM TT NHT CA BN 131. LP K HOCH HNH NG Kt qu Thi gian Trch nhim u tin Cc hot ng nh Cc hot ng nh Cc hot ng nh Cc hot ng nh 132. CHNG TRNH NGY 5 CHUN B CUI CNG CHO K HOCH HNH NG CA TNH TRNH BY K HoCH HNH NG TRONG NHM 6 NGI 133. TIU CH NI DUNG TRNH BY 134. Kt qu ca du lch c trch nhim a im tt hn cho mi ngi sng v a im tt hn n thm a im tt hn sng a im tt hn n thm Chu k 135. Tc ng x hi tch cc tim nng ca du lch Yu cu cc sn phm a phng Vic lm cho ph n v thanh nin Khi phc tp qun v truyn thng Bo tn lch s Ci thin gio dc & li sng Cc ci khc? 136. 143 Xin trn trng cm n! Thank you!