Tap chi Kinh td' - Ky thuat
XAY DUTVG VA QUANG BA THlTONG fflEU DU LICH DONG BANG SONG CUtJ LONG
vu Van Thtfc*
TOM T A T
Du lich duac coi la ngdnh cong nghiep khong khdi giii vi tri, vai trd quan trong trong nen kinh te cua moi quoc gia, dac biet Id cdc qudc gia co tiem ndng, lai the phdt trien du lich. Ben canh do, du lich con duac col Id ngdnh xudt khdu tat cho, gop phan thu ngoai te khong nho cho dat nude, cdi thien cdn cdn thanh todn, gidi quyet viec ldm cho xd hoi. Vi vay, phdt trien du lich luon duac cdc quoc gia noi chung, a Viet Nam, trong do co cdc dia phuang d Dong bang song Cuu Long noi rieng quan tdm phdt trien; dephdt trien du lich cdn co nhieu giaiphdp dong bo, mot trong nhimg gidi phdp do Id xay dimg vd qudng bd thuang hieu du lich. Bdi bdo se trinh bay khdi quat tiem ndng, lai the vd thuc trang xay dung vd qudng bd thuang hieu du lich Dong bang song Cim Long, dong thai de xudt mot so gidi phdp xay dung vd qudng bd thuang hieu du lich viing nhdm phdt trien ngdnh du lich Bong bang song Cuu Long trong thai gian tdi
Tir khoa: thuang hieu du lich, Dong bang song Cdu Long
BUILDING AND PROMOTING TOURISM BRAND IN THE MEKONG DELTA
ABSTRACT
Tourism is considered as a smokeless industry that plays an important role in the economy of every country, especially those with potentials and advantages for tourism development. In addition, tourism is an on-site export industry, which contributes a large amount of foreign currencies, improves the balance of payments and creates jobs for the country. Hence, tourism development has always been concerned by countries in general, and Vietnam 's localities in the Mekong Delta, in particular. In order to expand tourism, many synchronous solutions must be accounted, one ofwhick is building and promoting tourism brands. This article outlines the potential, advantages and current situation of building and promoting tourism brands in the Mekong Delta. Accordingly, we propose some solutions to develop tourism in the Mekong Delta in the coming time
Keywords, tourist brand, Mekong Delta
' TS. Agribank, chi nhanh Tan Binh. thdnh phd Ho Chi Minh.
50
Xay dung vd quang bd thuang hieu du lich...
1. DAT VAN DE
Du lieh dugc coi la nganh du lich khdng khdi giir vai trd quan trgng trong nen kinh te ciia mdi qude gia, dac biet la cac qude gia cd tiem nang, Igi the phat tridn du lich, ehinh vi thd, phat trien du lieh duge nhidu qudc gia quan tam dau tu phat tridn. Thuc td cho thay, mdt didm ddn du lich cd thuang hi?u se thu hut khach hang, gia tang nang lire canh tranh cua didm ddn dd vdi cac didm den du lich khac, ciing nhu gdp phan hgn chi rui ro. Ddng bang sdng Cim Long la mdt vung cd nhieu tiem nang va Igi thd dd phat tridn du lich, hiy nhidn tidm nang do chua duge khai thae phat huy hdt hieu qua, ed nhidu nguyen nhan dan den du lich Ddng bang sdng Ctm Long chua phat huy hdt hidu qua, ma mdt trong nhimg nguydn nhan dd la viec xay dung va quang ba thuang hieu du lich chua dugc chii trgng diing miic, do dd can nghidn cuu dd xuat giai phap huu hi$u xay dung va quang ba thuang hidu du Hch Sdng bang sdng Cim Long dd nganh du lich phat huy hdt hidu qua ciia nd
2. TIEM NANG DU LICH D O N G BANG SONG CLTU LONG
Ddng bang sdng Cim Long ed dien tich 4 trieu ha, nam dpc theo 2 con sdng Tien, sdng Hau vdi dan sd khoang hem 17 trieu dan, nai san xuat liia gao, thiiy san, cay an trai Idn nhat cua nude; nai day cdn dugc nhidu ngudi bidt den nhu mdt vung sdng nude cd phong canh hiru tinh, khi hau trong lanh, eon ngudi hidn hda, hidu khach de phat tridn du lieh. Cd thd kd ra dudi day mdt vai tidm nang du lich cua Ddng bang sdng Ciiu Long:
• Thu nhdt, con ngudi ddng bang sdng Cuu Long hien hda, hidu khach, luon cdi md, phdng khoang ddi vdi mpi ngudi dii quen hay la ddu than thiet, nhiet tinh va rat chan thanh, ludn qui trpng tinh nghia, day la mdt tidm nang du lieh Idn ma khd cd mot vung midn nao cd dugc.
• Thu hai, Ddng bang sdng Cuu Long cd he sinh thai phong phii, da dang, tir he sinh thai
bien, dao, cira sdng, rung ngap man, vdi nhieu khu du tru sinh quydn, vudn qudc gia, khu bao tdn thidn nhidn ed tinh da dang sinh hge eao, thupc hang quy hidm d trong nude va trdn thd gidi, ehing ban nhu: Vudn qudc gia Miii Ca Mau, U Minh Thuong, U Minh Ha, Tram Chim, Phii Qudc, vudn chim Bac Lieu,... Bdn canh dd, edn cd hon 700 km bd bidn, vdi ban 145 hon dao Idn, nhd va nhidu bai tam dep, hoang so nhu: Miii Nai, Hon Chdng; Hdn Khoai; Ba Ddng...; trong dd, ndi tieng han ea la dao nggc Phil Qude, day la nhiing ngudn tai nguyen quy gia cho phat tridn du lieh.
• Thii ba, Ddng bang sdng Cim Long nam d ha luu sdng Md Kdng, eon sdng Idn nhdt Ddng Nam A, vdi hai nhanh sdng Tidn va sdng Hau, bdn canh do cd mang ludi sdng ngdi kenh rach ehang chjt, du khach cd thd trai nghiem tham quan cude sdng mdc mac, tha mdng cua ngudi dan viing sdng nude.
• Thu tu. ddn vdi Ddng bang sdng Cuu Long du khach khdng thd bd qua loai hinh du lieh tam linh nhu chiia Dai d Sdc Trang, chua Ba d Chau Ddc, tinh An Giang. Bdn canh dd, viing dat nay la nai sinh sdng lau ddi cua bdn dan tgc Kinh, Hoa, Khmer va Cham ehiia dung mot be day van hda tin ngudng, tam linh da dang, giau ban sac, hang nam cd hang tram Id hpi Idn nhd, hang ngan kidn tnie tdn giao lau ddi rat ed gia tri vd mat Hch sii, van hda.
• Thu nam, vdi nhidu uu dai ciia thien nhidn sdng nude, cay an trai, rimg, bien nen khi hau trong lanh, mat me, cay lanh trai ngpt va nhidu san vat thidn nhidn ban tang, do do nai day cd nhidu didu kien dd phat tridn du lieh sinh thai cua ca nude.
• Thiv sdu, dupe su quan tam eua Dang va Nha nude va ca he thdng chinh tri, he thdng ca sd ha tang da va dang dugc dau tu manh me, dan dugc hinh thanh giup du khach ed the dd dang tham quan ca bang dudng bd, dudng thiiy va dudng hang khdng. Ben canh dd, vdi su gia
Tap cM Kinh t^ - Ky thuat
tang ciia du khach, dd dap ling nhu cau nghi ngai nhidu khach san dat tidu chudn qudc td da dugc dau tu xay dung di vao su dung, rit thuan tien cho du khach den tham quan, hge tap va nghi ngai.
• Thir bdy, mdt net van hda rat dae sac cua Ddng bang sdng Cuu Long dd la nhiing phidn chg ndi nhdn nhip vao budi sang sdm, nhu: Cai Rang (thanh phd Can Tha), Phung Hiep (tinh Hau Giang), Cai Be (tinh Tidn Giang), hay nhiing cii lao quanh nam chan hda anh nSng, khi hau trong lanh nhu edn Phung, edn 6e, cdn Quy (tinh Bdn Tre), cdn Tidn (tinh Ddng Thap), edn My Phude (tinh Sde Trang), edn Thdi Son (tinh Tidn Giang)... cung la mdt net dep rat dac trung eua viing sdng nude Nam Bd.
• Thic tdm, Ddng bang sdng Ciru Long la qud huong cua nhung didu hd ddi dap trdn sdng, dac biet, la noi thuc hanh va phat tridn loai hinh nghd thuat Ddn ea tai tir Nam bd - Di san van hda phi vat thd dai dien cua nhan loai da duge UNESCO cdng nhan.'
3. THirC TRANG XAY D U ^ G V A QUANG BA THUONG HIEU DU LICH DONG BANG SONG CUXl LONG
Du lich Ddng bang sdng Cim Long da cd budc phat tridn kha nhanh trong thdi gian qua, trd thanh nganh kinh te quan trpng ciia vimg.
Nam 2018, du khach ddn DBSCL dat khoang 40 trieu lugt khach, tang 17%, trong do du khach qudc td ed khoang 3,4 trieu lugt, tang 20% so vdi cung ky nam trudc. Tdng doanh thu du lich eua viing dat 24.000 ty ddng, tang 38% so vdi citng ky nam 2017. Ngoai dong gdp ve kinh td, du lich la mdt kenh quan trgng dd gidi thidu quang ba hinh anh eua Ddng bang sdng Ciiu Long ddn vdi ngudi dan trong va ngoai nude,
gdp phSn tao nen thuong hieu du Ijch cua vung, ciing nhu quoc gia. ^
Hinh anh vd du lich eua Ddng bang sdng Cuu Long bat dau dugc nhidu du khach biet ddn.
Tuy nhien, eiing e k phai thira nhan rang, du hch Ddng bang sdng Cuu Long v^n chua phat trien tuong xiing vdi tidm nang, vi thd ciia minh, ca so ha tang du lich, dich vu du lich da dugc eai thien nhung cdn nhidu ban chd; san pham du hch con ngheo nan, chit lugng edn chua eao; hinh anh du lich viing cdn md nhat. Vi thd, lugng khach trong va ngoai nude ddn du lich cdn thap so vdi tiem nang san cd ciia viing. Cd nhieu nguyen nhan, song mdt trong nhiing nguydn nhan quan trgng do la den nay vln chua tao dung dugc thuong hidu, ehua ed ehidn luge viing vd xay dung va quang ba thuang hidu du lich vimg Ddng bmg sdng Cuu Long.
Thuc td eho thay, mot sd dia phuang t^i Ddng bang sdng Cim Long da cd nhieu nd lire dd quang ba hinh anh cua minh ddn vdi the giai trong nhiing nam qua. Tuy nhien quy md cac hoat dgng xiic tien quang ba hinh anh du lich eon nhd le, thidu su hop tac, lidn kdt gifta cac dja phuang dd phat huy tidm nang du lich dSc thii, tir dd hidu qua cac chucmg trinh mang lai khdng cao. Ndi dung va hinh anh cae chuong trinh xiic tien quang ba du lich chua dugc dSu tu diing miie, chua tao dugc ddu an ddi vdi du khach trong va ngoai nude, chua dap ung yeu cau hdi nhap va hgp tae phat tridn. Bdn canh do, trong qua trinh xay dung va quang ba thuang hieu cua cac doanh nghiep du lich hien nay con gap khd khan vd nhan luc, tai chinh, gia dich vu, tinh trang vi pham ban quydn cung nhu co chd, chinh sach va thii tue hanh chinh cdn chua thue sir thdng thoang. Nhidu doanh nghidp con
Trdn Thi Xuan Mai (2017). Du lich viing dong bang song Cim Long: Tiem ndng vd gidi phdp phdt triin.
Tap chi Cong thucmg
https://baotintuc.vn/thoi-su/xay-dung-thuong-hieu-du-Iich-chung-cho-dong-bang-song-cuu- Iong-20190905164139188.htm (cap nhat ngay 10/10/2019)
Xay dung va qudng bd thuang hieu du lich...
chua y thuc dugc vai trd va y nghia quan trpng ciia thuang hidu trong boat ddng kinh doanh. Do dd, hau bet cac doanh nghidp du hch vln dang d thd ydu vd nang lire canh tranh thu hut khach du lich do thuong hidu va quang ba thuang hieu ciia doanh nghi?p chua dugc bidt ddn trdn thi Uudng trong nude va thd gidi.
4. GIAI PHAP XAY DlTNGVA QUANG BA THU*aNG HIEU DU L I C H D O N G BANG SONG CUtJ LONG
Trong bdi canh dat nude da hpi nhap sau rpng vdi nen kinh td thd gidi, su canh tranh toan eau ndi chung, eae dia phuang trong nude ndi rieng nham thu hiit khach du lich ngay eang gay gat hon, do dd viec xay dung va quang ba thuang hidu du lich viing cd y nghia dac bidt quan trpng cho phat tridn du lich. Chiing tdi dd xudt mot sd giai phap nham xay dung va quang ba du lieh Ddng bang sdng Cim Long, cu thd nhu sau:
• Mot la, xdy dung chien luac marketing du lich Dong bang song Cuu Long: theo do, cac tinh d Ddng bang sdng Cim Long cdn phdi hgp dd tang eudng hoat dpng marketing va xuc tien du lich, day la mdt trong nhixng chia khoa de thu hut khach du lich; mudn vay, phai tap trung xay dung duge chien luge marketing du lieh viing, ma cdt loi la xay dung ehidn luge thuang hieu du lieh viing trdn eo sd dd td ehiie cae ehidn dich xiic tidn quang ba thuong hidu du lieh Ddng bSng sdng Cuu Long nhfim thu hiit khach du khach trong va ngoai nude. Vide quang ba thuong hidu du lieh Ddng bdng sdng Cuu Long can da dang hinh thiie quang ba, ehu trgng sir dung edng nghd tidn tidn dd quang ba hinh anh du lieh viing ddn vdi du khach trong va ngoai nude.
• Hai la, xdy dung hinh dnh du Ijch dua trin dim ndng. loi the cua viing di khdng dinh thuang hieu cua du lich Ddng bdng song Cim Long: xay dung hinh anh du lieh Ddng bang sdng Cuu Long vdi hinh anh dac tnmg la ddng lua, sdng nurdc, vudn eay an trai; phong tuc tap
quan, net van hda, smh boat cdng ddng; eae vudn qudc gia ndi tidng (U Minh Ha, U Minh Thugng, Phii Qudc...); cd niii rung, bidn dao va hang ddng d An Giang. Ha Tidn - Phii Qudc (Kidn Giang), Ca Mau; tham quan trai nghiem sinh hoat eiia bdn dan toe anh em (Viet - Trung - Khmer - Cham) gan vdi canh quan sdng nude midt vudn, chg ndi trdn sdng, tham quan tim hidu eae khu rung nguyen sinh, viing ddt ngap nude, tram chim... kham pha ddn ca tai tu, van hda Khmer, du lieh tam linh, nghi duang bidn d Phu Qude ...
• Ba td. thiet lap vdn phong dai dien du lich a cdc dia phuang, trung tdm du lich lan cua cd nuac, ciing nhu o cdc quoc gia co thi truang trong diem, tiim ndng: can phai md rpng mang ludi van phdng dai dien du lieh Ddng bang sdng Cim Long d trong va ngoai nude cd thi trudng trpng didm, thi tru'dng tidm nang nham quang ba thuang hidu du lich vimg;
day la ydu td quan trgng trong chien luge quang ba thuong hieu du lich nham cung cap va giai dap thdng tin du lich va tridn khai eae hinh thiic tidp thi, quang ba thuang hidu du lich viing tdi du khach truydn thdng va tidm nang. Ben canh dd, can thudng xuyen tham gia cae hdi chg, hdi nghi du lieh qudc td chuyen nghiep d trong va ngoai nude.
• Bon la, huy dong cdc cdp, cdc ngdnh cung nhu tdng lap nhdn ddn tham gia vdo hoat dong tiep thi, xuc tiin du lich Dong bdng song Ciru Long: tuydn truyen cho cac cap, cac nganh va tdng lap nhan dan d cac dia phuong trong vimg coi vide quang ba hinh anh va thucmg hidu du lich cua viing khdng chi la trach nhidm cua nha nude, eita nganh du lieh ma edn la traeh nhidm ciia cac doanh nghiep ciing nhu trach nhiem ciia mdi ngudi dan d Ddng bang sdng Cuu Long, tir dd se tao ra siic manh ciia ca he thdng chi'nh tri dd tao dung duge thuang hieu du lich viing mdt each ben viing, gdp phat phat trien du lich vimg.
Tap chi K i n h tfe' - Ky t h u a t
• Nam Id, md rong hap tde vd sdng tao trong xdy dung vd truyin thong thuang hieu:
hgp tac dugc thuc hidn ddng bd trdn nhieu khia canh khac nhau, bao gdm ca hgp tac gira dia phuang vdi cae nganh, hgp tae giua dia phuang vdi dia phuong, hgp tac giiia dia p h u a n g , cae doanh nghidp vdi eae ddi tae qudc te, hgp tac giiia cac doanh nghidp va ngudi dan dd eiing xay dung va phat tridn thuong hidu du lich vimg.
• Sdu Id. gidi phdp dao tao. phdt then nguon nhdn lire vd kiin todn bo mdy quan ly phuc vu phdt triin du lich: cac ca sd kinh doanh du lich can ehu ddng tang eudng cdng tac dao tao tai chd. Thuc hien cd hieu qua ve ehinh sach thu hut tri thire, uu tidn eho linh vuc du lich. Thuc hidn tdt ehinh sach can bp, nhu:
quy hoach, dao tao, tuydn dung, bd tri ddi vdi dpi ngu can bd, edng chiic lam cdng tac quan ly nha nude vd du lich; phai cd nhirng chinh sach uu dai, ho trg cho nhiing chuyen gia du lieh va nhiing ngudi lam du lieh chuyen nghidp dd edng hidn siie lire, tri tue eho phat tnen du lieh vimg, dia phuang; bdn canh dd can san sang giao eho hg nhirng trgng trach cao, gan vdi trach nhidm dugc phan cdng.
• Bdy Id, nang eao hidu lue, hidu qua quan ly cua ea quan quan ly du lieh: sir dung hidu qua ngudn luc dd phat tridn; nghidn eim thi trudng, thi hidu cua du khach; xay dimg mdi quan he chat che vdi cac ea quan thdng tan, bao chi trong va ngoai nude; td chirc hdi eho, tridn lam;
nghien eim, tim hidu cac loai hinh quang cao dd ling dung vao tirng thdi ky, timg giai doan va timg thi trudng. Ddy manh ung dung cdng nghd thdng tin trong boat ddng quang cao du lich; tao ra cae san phdm du Hch hap ddn, da dang vdi chdt lugng dap ling nhu cau ngay cang da dang ciia du khach trong timg giai doan phat trien va khdng ngimg cai tidn de san pham thu hiit du khach; ddy manh cai each thii tue hanh ehinh, hoan thidn cac chinh sach vd thu tien sii dung
ddt, tien thud dat, ehinh sach ddn bii giai toa, co chinh sach khuydn khich thu hut eae nha dau tu nude ngoai cd nang lire tai ehinh, trinh dg quan ly chuydn nghidp, ddu tu du an cd quy mo, loai hinh mdi.
• Tdm Id, tap trung xdy dung chinh sach uu ddi vd keu goi ddu tu cho du lich trong viing: trong dd, ddu tu mdt each tap trung, khdng dan trai theo tirng giai doan eu the de tao nhirng san phdm dae trung mang tinh khac biet cua viing vdi cac dia p h u a n g , qudc gia khac. Xay dung cac san phdm bd trg va san phdm canh tranh trong giai doan tidp theo tren co sd khao sat, tinh toan va phan khiic thi trudng cu thd.
• Chin la, ndng cao nhdn thuc cua ngudi ddn di bdo ve moi trudng du lich, phdt triin du lich theo huong bin vimg: tuyen truydn nham chuydn bidn vd nhan thiic, tu duy phat trien du Uch ddn cae td ehiic va tang lap nhan dan ve bao vd mdi trudng nham thiic day sir phat tridn cua nganh du hch mot each ben vung; tang eudng cdng tac thanh tra, kidm tra va xir ly nghiem cac hanh vi vi pham mdi trudng du lieh.
5. K E T LUAN
Du lich la nganh kinh td tdng hgp, c6 tinh xa hdi hda cao, la nganh kinh td quan trpng ciia mdi qudc gia, cung nhu mdi dia phuang; dd phat tridn du Ijeh, can cd nhieu giai phap ddng bp ma mdt trong nhirng giai phap dd la xay dung va quang ba thuang bidu du Hch ddng mot vai trd, vi tri hdt siic quan trpng. La viing cd nhieu tidm nang, Igi the dd phat tridn du lieh, do do cdn cd giai phap thidt thue dd phat tridn nhdm dua nganh du lich cua vimg phat tridn tuong xiing vdi tidm nang, vi thd sin ed, gdp phdn phat tridn kinh td, xa hdi tai dia phuang. Tuy nhien, vide xay dung thuang hidu khdng phai mot sdm mdt chidu ma phai can sir chung tay ciia ca H thdng chinh tri, ea cdng ddng dan cu va eiia cac nha kinh doanh du lich. Hy vgng mdt thdi gian
Xdy dung va qudng bd thuang hieu du Ijch...
khdng xa, du lich Ddng bdng sdng Cim Long se khai thac hdt tidm nang, vi thd eua minh, sdm
eat canh trd thanh kinh td miii nhon ciia viing, eiing nhu cua ea nude.
TAI LIEU THAM KHAO
[l].Pham Truang Hoang (2016). Xdy dung thuang hiiu du lich dia phuang tai Viet Nam. Tap ehi Du lieh
[2]. Hoang Ty (2019). Du lich Dong bdng song Ciru Long: Lien ket phdt trien. Tap ehi Cdng thuang
[3].Dd Nam, Viet Tidn, Tan Thanh (2017).
Phdt trien du lich viing dong bdng song Cuu Long. Bao Nhan dan
[4]. http://vietnamtourism.gov.vn/index.php/
items/4544 (truy cap ngay 26/09/2019
