Danh gia nang li/c
canh tranh cua tfnh Cao Bang trong thu hut du khach
NGtivlN HOAl LONG"
PHAM THI KIM THAMH"
Tom tat
Dm tren co sd ly thuyet vi marketing dia phuong vd cdc md hinh nghien cdu ddnh gid ndng luc canh tranh cua dia phuc/ng, bdi vie't nhdm ddnh gid ihUc trang ndng lite canh tranh cda tinh Cao Bdng trong du lich, tddd dSxudt cdc chien ludc marketing nham thu hut du khach den vdi Tinh nhieu }i(fn trong thdi gian tdi.
Tuf khoa: Cau Bang, nang tuc canh iranh dia phuong, marketing dio plutang. thu hut du klidch Summary
Based on the theory of local marketing and local competitiveness assessment models, the paper aims to assess the current sduaiion of Cao Bang piovlnee's tourism competitiveness, . 'len lo propose marketing .strategies lo attract more tourists in the future.
Keywords: Cao Bang, local competitiveness, local marketing, tourist atirai iu>n
0
GIOI THIEU dffng dia phffdng nham lho;i niiin nhu ciiu khach hang muc lieu eiia dia phffdng, marketing dia phifiing thanh Cao BSng ed nhieu tin nguyen du edng khi eu dan va cae nha kinh doanh hiii long vdi lieh. song lu'dng du khach de'n vdi Tinh eeng ddng cua ho. nhu eau eiia du khach vii nhii dau ttf cdn rat han che'. Nhieu du khach chifa coi dtfdc thoa man" Vdi dinh nghTa uiiy. marketing dffdc Cao Bang la mot die'm de'n hap dan va hieu la cae hoat ddng nia dia phffdng thifc hien nhiim dac bicl nhieu ngffdi van ed cam giae rat thoa man nhu eau khiieh hang eiia lio. Dm phifdng dtfdc xa la. Van de diil ra dd'i vdi Cao Bang la xem nhif la mdt td ehffe eung ffng eae ldi ich cho khach lam the niid de ihu hut du khach khi ho hang Tiep can marketing dia phifdng ehi ra tff duv va ed y dinh di du lich viing niii, dac biet bicn phap khai thac. cai thien, phdi hdp eae ngudn life la khi ho mudn kham pha vung mil phia hien cd ciia dia phtfcfng de lao sif hap dan va ihu hiil Brie Vict Nam. Trong etic hifdng di. each khach hang, ngudn life cho phat tnen dia phifdng.
liep can marketing dang ngiiy eiing difde Khti niing eanh tranh eiia dia phifdng dtfdc hieu la nhieu dia phifdng quan tiim ifng dung khii nang thu hiit khaeh hang Khach hang dia phifdng trong \iec hoach dinh chinh sacli, nang gom cac nhdm chinh sau cae nhii dau Iif, du khaeh.
eao nang life eanh lianii. thu hiit eae nha ngifdi lao ddng \ a thi trffdng Mia't khau. Du khaeh den dau tff va du khach. Dieu n;iy ddi hdi Cao \di dia phifdng giup lam gia lang nhu cau hang hoa.
Bang can xay difng vii thife hicn chie'n dieli vu tai dia phifdng; uui \ ice lam va Ihu uhiip cho lUcfc markeling dia phifitng hieu tjua ngtfdi dan dia phtfdng; mang lai ed hdi kmh doauh cho nham nang cao nang life canh iranh eiia i.ai. doanh ngliiep; ehia se van minh. van hoii . Tinh irong \ lee Ihu hut liu khach l.di Ihe canh iranh eiia dia pliifdng irong ihu hiii du
khiieh iliftJe hieu la nhifng du the hu'i'fno ldi nhdm du CO SO LY THUYET VA MO HINH khach muc lieu ma dia phifdng L6 difdc liong (ifdnii quan NGHIEN CU'U sosaiih \dieaL dia phifdng khac Nhffng inrthc niiy bao gdni veu Id \e lieh sif. van hoa va cic \eu tdkinh le Phillip Keller (2002) dmh nghia Theo each Hep can danh gia ldi ihe eanh Iranh quoc
••Mai-keiing dia phifdng co nghia l:i \ay gia eua Michael L Poitei ( !W0), |di the eanh Hanh cua
• I S Klioa Marketing. Tru'onc] Ddi hoc Kinh te Quoc dan Email longnguyenhocii@gmail com ' ThS Khoa Marketing. Ti ucJng Dai hoc Kiiih te Quoc dan Email thanhpham neu(?'gmail,t om
\'^,n iilhiii h,ii I.VOi/2l)!7 .\i:in ph.rn /?u''ii :i/t)'/2ill- \w\ dii\,'l ddirj 09/1)4/2017
39
HiNH 1: MO HIMH DANH GIA L d i THE C A N H TRANH DIA PHtTdNG CGA MICHAEL E.PORTER
HINH 2 : M d HJNH D A N H GIA NANG L d C CANH TRANH Q G O C GlA C C A WB
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dia phifting ed the difdc danh giii bang mo hinh nhu" Hinh I T h e o dd. nang life eanh iranh eua dia phifdng difde danh gia b('li cac yeu l d \ a stf phd'i h(ip eiia cae veu id sau
- Mifc dd hdp uic/canh tranh giffa eae doanh n g h i e p The hien sife e p eanh inmh eiia cae doanh n g h i e p d a n g hoal ddng lai dia phifdng \ d'l cae doanli n g h i e p mdi ihain n h a p vii kh.i nang hdp lac giiTa eae ddanh n g h i e p dang h(*al ddng tai dia phifdng. giffa doanh n g h i e p l;ii dia phifdng \ o i doanh nghiep ben ngoai,
- Dung iuo'ng Ihi tnfdng dia plufdng Phcin anh nu'fc do h a p dan \ e ed hoi kinlfdoaiili tai dia pliuu'ng.
• Tiiiih dd lanh ni:he cua nhan cong Phan anh mffe J o h;ip dan vC veu id ^ M I ngifdi ciia dia phifdng. kha nang eung cap. Llani hao kfc kfdUL' lao ddu': elio c a c ,KMnh nghiep
- Cac nganh edng nghiep phu tut Phan iinh kha n.iniid.im hao e a . veu lo'd.Ui \ a o ^ a LIICII VII phuc vu kmh doanh cho cac doanh nghiOp
- Chmh q u \ e n dia phifdng Tlie hiCn ihdng qua cae h o a t d d n g c u a c h u i h i i i i v e n h i f d n g K f i taoditno "duv til va
p h a t trien c a c n g u 6 n Iffc c u a d i a phi/Unj va phd'i h d p c a c y e u td' t a o dffng ldi ft^
c a n h tranh.
T h e o e a c h t i e p c a n c u a N g a n hang The' gidi ( W B ) , n a n g Iffc c a n h tranh qudcgb dffdc d a n h g i a thdng q u a m d hinh nhff Hiil 2. T h e o dd, ldi the c a n h tranh cua quocgii hay dia phffdng g o m ba n h d m ye'u td:
- C a c ldi t h e Iff n h i e n : T h e hien bdi cat y e u t o ' t a i n g u y e n t h i e n n h i e n , vi India ly, q u y m d dia phffdng - c a c y e u tdphaD a n h n g u o n Iffc noi lai c u a dia phffdng.
- N a n g life c a n h t r a n h vT md: The h i e n bdi ha t a n g xa hoi, t h e c h e chinli tri va c h a t Iffdng c h i n h s a c h vi md - cac ye'u to' p h a n a n h k h a n a n g q u a n ly va chi phd'i c u a c h i n h q u y e n de'n nidi tru'dng dia phffdng va k h a i t h a c n g u o n Iffc.
' N a n g Iffc c a n h t r a n h vi m o : The hien bdi mffc dd tinh t h d n g Irong chien lifdc va b o a t d o n g c u a c d n g ty. trinh dp phat trien c u a n g a n h , cha'l Iffdng mdi tv\J(fm kinh d o a n h c u a qud'c gia (dia phifdng) - e a e ye'u to' p h a n a n h mffc h a p dan ciia n g a n h kinh d o a n h
C a hai m o hinh tren d e u hffdng Idi d a n h gia n a n g Iffc c a n h iranh ndi chung eua mdt dia phffdng va hifdng nhieu Idi sif h a p d a n dd'i vdi n h d m khach hang la e a e nha d a u ttf. Dffa t r e n nen lang ciia liai md hinh nav d c ffng d u n g trong linh vifc du lich. c:ie lac gia d e vua't md hinh danh gui niing life c a n h tranh etia dia phu'dng dd'i vdi V lec thu hlil du khaeh d Cao B^ing nhtf Hinh ,i, T r o n g do-
- C h i n h q u y e n dia phifdng: The liien bdi chil't Itfdng eiia e a e chinh sach \ a cae hoat d d n g ciia chinh q u y e n hifdng tdi Ihu hill du khiieii.
- T i e m n a n g du lich cua dia phiMng:
T h e hien ihdng q u a e a e veu td tin ngii\en du lieii. d a c d i e m ciia dia phffdng id\k kien lif n h i e n . lieh sff - van ho;i kinh lc - \ a hdi. eon ngUdii. ket eau ha tang cua dia phifdng.
- N a n g ^ l u e hch dia phifdn
nh iranh cua niijnh du T h e hicn n.ing life ciJa
; d o a n h ni:hiep d 1 bim. c a e ^ J i e h v .1 c a c d o a n h n-ahu
sir hdp
KET QUA DANH GIA NANG.LL/C CANH TRANH CUA CAO BANC TRONG THU HUT DU KHACH
Tiem ndng i - \V' dieiikic o n-iuvenda
1 Bang c ^ ' i d o .
40
t r u n g binh t r e n 2 0 0 m , viing sat b i e n ed dd c a o tff 6 0 0 - 1 . 3 0 0 m so v d i m a t nffdc bien. D a c d i e m dia hinh n a y t a o n e n cho C a o B a n g m o t n e t r a t r i d n g , d d la
•vLing dat " c a o m a b a n g " , cd khi h$u m a t m e , trong l a n h , n h i e u n d n g san q u y v d i q u a n g c a n h rat t h a n h binh, thich h d p vdi du k h a c h thich k h a m pha tff n h i e n , trai n g h i e m thien n h i e n va sff Ihanh binh.
- Ve canh quan thien iihien: C a o B a n g cd n h i e u niii, rffng, song, sudi trai dai ' h u n g vT, b a o la, thien n h i e n c d n n h i e u
• net h o a n g sd, n g u y e n sinh tao n e n nhffng
•thitng c a n h thien n h i e n ha'p d a n , la d i e m d e n ly tffdng cho h o a l d d n g i h a m q u a n , du lich. Vi du nhff khu vffc t h a c Ban Gid'c, d d n g Ngffdm N g a o la the' gidi cua nhii da thien n h i e n g o m hiing nghin hinh kbd'i k h a c n h a u ; h o nut T h a n g H e n
- Ve dac diem kinh te - xd hot: C a o Bang cd cffa k h a u qud'c le' T a L u n g va 03 cffa khau chinh: Tra LTnh, Soc G i a n g , Ly V a n ; 02 cffa khau phu Pd P e o , Bi Ha vii Id'i m d Nil L a n Dieu n a y l a o cho C a o Bang ldi the trong viec Ihu hut cac nha k m h d o a n h va nhffng ngu'di d e n vdi C a o bang vi m u c dich Ihifdng mai, c d n g tac.
- Ddi diem tich sd - vdn hod: C a o Bang cd hdn 20 di lich da dUde N h a nude
\e'p h a n g , trong d e ed d e n 16 di tich lieh sif each m a n g v;i nhieu di tich hch sif van hoa C a o Bang eon cd sif phong phii. da dang ve cac tap tuc van hda truyen thdng.
Tinll C a o Bang ed hdn 95''/( d d n g bao dan toe it ngtfdi. Mdi dan toe co nhffng net sinh boat van hda vdi phong lue hip quan rieng tao nen vung dat van hda da sjie toe hap dan khaeh du b e h den tham quan.
- Ddc diem veu idcon iigu'di • Nhin chung.
ngifdi Cao Bilng hien lanh. eha't phac. dav ciing 111 mdt ldi the trong ihu Inil du khaeh.
Tuv nhien. nhiin life phiie \ u nganh du hch ciia Cao Bang eon veu ve Iriiih dd va kv nail!!, ddiii2 Ihifi liiieii ve sd lififii'i.
-^A("7 edu ha uiiiu < iia Canliiiiig He thd'ng giao thdng Liia iinii C a o Biing eon nhifng han che^ duv nha'l chi ei^ dVdiLi bd, gom hdn tii\'e'n L|iidc Id ((Jiide Id 3, 4 A , ^ 4 \ a 4 C i u'fi chieu dai ^dlikni \ a c.'k liiven linh id. du'dng giao ihdng hen huven' hen \ a Trong dd. Qiide Id ^ la l i u \ e i n i a J i c u a kinh Doi \ d i difdng i:iau Ihdng ndng Ihdn, elio dC-w nav. loflO so
\ a dii ed dirong d Id i.\(:n Hung lam \ a
\;i nhieu Uiveii da difdi nhifa hda Miin aa C a o I'hu
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c u a C a o B a n g vSn c d n n h d m a c d u cha't Iffdng dffdng da dffdc cai t h i e n .
M a n g Irfdi bffu chinh v i e n Ihdng t r e n dia b a n T i n h , ed the lien lac trffc liep vdi ca nffdc va qud'c t e t h u a n ldi.
De'n n a y da cd 13/13 h u y e n , thi vdi 138 xa, phffdng, thi tra'n cd d i e n Iffdi quo'c gia. N g u d n nffdc n g o t c u a C a o B a n g kha p h o n g p h u bdi t r e n p h a m vi lanh t h o tinh cd n h i e u s d n g , sudi, a o , hd. C a o B a n g da p h a t trien m a n g lu-di y te d e n t u y e n xa, tuy n h i e n cha't Iffdng c u a c a c trung t a m y t e ' c d sd c d n h a n ch6'.
T d m lai, h e thd'ng ket ca'u ha t a n g c u a ^ C a o B a n g d a n g Irong q u a trinh cai thien va phat trien. M a c dii cdn n h i e u h a n c h e ' s o n g c u n g d a p ffng dffdc nhffng y e u c a u c a n b a n phuc vu du k h a c h .
Clnnh quyen dia phUdng
- Chinh sdch phdl then du tich: X a c dinh du h c h la the' m a n h va t i e m n a n g . nhffng n a m q u a , chinh q u y e n C a o B a n g m d r d n g c a c chinh sach ffu d a i , k e u goi c a c nha dau Iif, t n e n khai c a c d e an, dff an d a u tffct* sd vat cha't, ky Ihual, ha tang du lich; da'y m a n h c d n g tac xlie tien q u a n g ba, t h d n g tin t u y e n truyen b a n g nhieu hinh thffc. N h a m t i e p tuc p h a t huy hieu q u a c a c t i e m n a n g du lich c u a Tinh, Sd V a n h d a - T h e t h a o va Du lich da tham mffii cho Tinh b a n h a n h Chifdng trinh p h a t trien du lich C a d B a n g giai d o a n 2 0 1 6 -2020 vdi quy ht)ach tdng t h e , ehi tiet cho Iffng khu. tifng diem du lich, di tich, d a n h t h a n g khac tren dia ban. M u e tieu de'n n a m 2020 la dinh hinh cd b a n md hinh phat t n e n du lieh, ty trong G D P du lieh chie'm 3 % long G D P loan Tfnh.
- Hoal ddng tlm hiil klideti eiia dui pliUimg- Thdi gian qua. Tinh cung dii diiy m a n h cdng tae xue iie'n quiing ba. thdng tin tuyen truyen bang nhieu hinh Ihii'e. gidi ihieu eae khu. d i e n i d u lieh. gia in van hda truyen Ihd'ng.
\av dtfng hinh a n h . ihtfcJng hieu. san p h a m du lieh dia phifdng. Nhin e h u n g . ehinh quyen linh C a o Bang da va d a n g chi'i Irong den cac ehinh sach thu hiil du khaeh
Ndng li/c canh tranh cda nganh du lich Cao Bdng Yinh d e n hc'i n a m 2 0 1 5 , tren ttia ban Tinh ed 170 cd sd lifii tni du lieh dadc iham dinh \e'p hang vdi tdng so' 2 2(10 phdng nghi. 3 500 giifdng dii tieu iliiian ddn khiieh, Irong dd e() ()') khach san d a l tieu ehu;in 02 sao 19 khach san dal lieu chuaii 01 sao C a e dich vu khac, nhif nhii h a n g , bao hieni ngiiii h a n g . > te e(i b;in d a p ffng dtfdc nhu ciiu cua du khach Dich \ u van t.ii h a n h khiieh ctiiii; cd bim d a p ffng difdc nhu e a u . elia'l lifdiiii ngav cang dUo'c nimg c a o , van minh, an toiiii ho'ii
.Song, liieu qua du hch eua C a o Biing eon ihiip hdn mffc tiling binh eiia <.:i nu"de. Hoat d d n g kinh d o a n h du heh eiia eiic don \ i ehu'a chuveii nghieji. Ciie hoal ddiiii du heh cdng dong du hch ed liaeh nhiein chifa dtfdc quan liim i.\du tif diing inffe. cdng tae quy boaeh lour, luven du Iieh eon idi rac thieu sU ket ndi d d n g bd.
Tuv nhien, sif hdp tiic giifa ciic doanh n g h i e p tinny chudi giii III iigiiiih du hch trong vii ngoiii Tinh difde iluK hien kha idi \ g a v 2 9 / 1 0 / 2 0 1 4 . I l i e p hdi Uu lieh CAO Bimg dii ..hiiih ihiiV thiinh kip \ o i m u c d k h Iliife hien cae hoal ddng luven truven, i|uani: ba iliu liiii du hch. timg cifdng hen d o a n h . hen kel c a . khu J i e n i
41
HINH 4: PHAN TICH SWOT DOI VCJl HOAT DONG THU HUT DU KHACH cdA CAO BANG
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I ur tu e n d I c h t " a n^oa t n i p h a i huy Id Ihe cac b e n t h a m gia. gop phan dffa du heh C a o B a n g p h a t t n e n ben vffng. Day la mot trong nhffng lien d e cho viec n a n g c a o su" h e n ket va hdp lac giffa c a c d o a n h nghiep tham gia linh vffc kmh doanh du hch ciia Tinh va vdi c a c tinh k h a c .
Dtfa Iren cd sd p h a n tieh ve klia nang canh tranh eua C a o Biing irong \ lee thu hiit du k h a c h . cd the long hap ke't qua phan tich S W O T dd'i vdi hoal d d n g thu hiit du khiieh ciia C a o Bang n h d Hinh 4.
C a i Y C H I E N LL/CfC M A R K E T I N G
Dc nang c a o kha niing canh tranh trong viec thu hu!
du khiieh. C a o Biing can iiip trung viio mdt sd c h i e n lifde marketing sau
\ldi Id. I hien likfc markeling li'inti IKOng Cao Bdng
\ Ol bdi canh eiia Cao Bang, can truvcn Ihdng cho du khiieh hinh anh diiv' lii diem den vdi dac trifng ciia mdt tinh bien giid "eao ma bang", eanh quan thien nhien hoang sd. co nhieu di tich heh sff vii \ a n hoa eta dang Cao Bang eiin phiit m e n cac khiiu hicu Iruven thong h a p dim. \ i du "Cao Bang - diem den ly tifdng phia Biie".
Hai Id ilueii lifek maiketiii'.; cu> ddc tvKiv^ nia Can Hdng
Tinheiin nhim manh truven thdng v i i o e a e d i e m d a c trifng sau Canh quan thien nhien ndi tieng vdi Thiie Ban Ciide. ddng .\gifdm Xgao Di lich hch sd v d'l Hang Pile Bd lan Khudi \ i m i . khu iifniz T r a n Hifm;
D a o , di tich c h i e n t h a n g D d n g Kha, D a c tnftig thffdng m a i b i e n gidi d Cfe k h a u T a L u n g , T r a L i n h , S d c Giang, L\
Ngan...; S a n v a t noi t i e n g vdi cac loai n d n g s a n , nhff: dffdng m i a , m i e n dcH^
hat d e Triing Khanh...; D a c trffng van hoi c u a 28 d a n toe t h i e u so' t r e n dia ban.
Ba Id, chie'n luac marketing ket can ha lang
D a y la mdt trong nhffng did'm k^m ha'p dSn c u a C a o B a n g dd'i vdi du khidi D e k h a c p h u c , b o a t d d n g truyen thong can n h a n m a n h v a o k e h o a c h nang cap ha tang g i a o t h d n g , d a c b i e t la cac tuyen Qud'c Id 3 , 4 d e du k h a c h d d cam ihaj ngai vdi mdt c u n g dffdng dai. Phat trien chie'n lijfdc l i e n k e t vdi c a c tmh B^c C a n . T h a i N g u y e n ( d o c t h e o Qud'c 15 31 va vdi c a c linh Q u a n g Ninh, Lang Sdn, Ha G i a n g , L a o C a i , L a i C h a u (doc theo Qud'c Id 4 ) d e thiet k e c a c lour du hch doc tuye'n. d o n g thdi khue'ch trffdng thu hutdu khach de'n. Dd'i vdi ke't ca'u ha tang cua nganh du lich va c a c dich vu phuc vu du khach, mdt m a t C a o B a n g can quy hoach va k h u y e n khich dau tff n a n g ca'p. mot m a t c a n tich cifc khue'ch tru'dng no life eua minh irong eai thien cac ye'u to'nay.
Bon td. cliien litOc marketing yen to con ngUdi
Xgifdi C a o B a n g hicn lanh, chat p h a c . t h a n thien va m a n g dac trffng viin b o a V ting c a o ra't rd ret. Dav la mot U'ong nhffng d i e m ha'p d a n eiia C a o Bang. Hoal d o n g t r u y e n t h d n g c a c veu td'con ngifdi can tap trung v a d nhffng ndi dung, dac tinh ciia ngifdi C a o B a n g : dac iru'ng \aii h o a e a e d a n tdc lai C a o Bang; sif than thien. hieu k h a e h e u a ngUdi dan dia phffdng do'i vd] du khach
D c bie'n nhffng tiem nang nav lid thanh niing life e a n h Iranh eiia C a o Bang trong V lee thu hiit du k h a c h . v ice \ a \ dUng cat ehien Idde m a r k e t i n g nhU nhting gdi \' i' trii-n se gitJp Tinh khueeh tnfdng du'dc kii the'eiia m i n h . in'* ihiinh "die'm phui den"
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