PHO BIEN KIEN THflC
Xuc tien thffdng mai cho nganh du lich Viet Nam:
Gdc nhin tff PR
TtiS. TRAN HAI LY
PR - Cdng cu xuc t i e n thffdng
Theo kdl qud ciia Cudc khdo sdt nhu cau khdch du ljch qud'c te ddn Viet Nam do Tong cue Du lich phd'i hdp vdi Cdng ty Cdng nghe thanh todn loan cau (Visa) cong bd vao dau ndm 2012, khdch qudc td cd cdi nhin ihieu khdch quan ve Viet Nam, ve mffc dp bat In chinh tri, nguy cd khiing bdvd thien tai lai cao hdn so vdi ffung binh the gidi. Nhffng hilu Iam nay trffdc lien Id do cdng tdc quang bd hinh anh cdn chffa kip thdi vd day dii.
Cupc khdo sdt cung chi ra rang, khach du ljch qud'c td tiep can thdng lin ve diem den du lich chii yeu Id qua truyen mieng, website, cac dien ddn du lich. Do vdy. PR dang trd thdnh mot van de cap bdch vdl du lich Viei Nam.
Thu'e vay. vdi cac hinh ihffc hoal ddng da dang vd linh hoal cua minh. PR da hd ird mot cdch tru'c tiep hoac gian liep giup cac doanh nghiep dat dffdc nhffng muc tieu XTTM-Cu ihe !a:
PR dtfflTc bid't ddn Id mOt trong nhtfng cdng cu xuc tid'n thtfrfng mai (XTTM) rd't btfu hidu, giup cdc doanh nghiep hogt ddng dgt hi?u qua cao. Vd ban chd't, PR la qua trinh trao ddi thdng tin hai chidu gitfa td chtfc va cdng chung muc ti6u nh^m tac ddng tdi nb^n thtfc cua hp vd dat dtftjfc myc dich cua td chtfc.
PR - Kenh cung cd'p thong tin ddy du vd ddng lin c dy
Thdng diep PR it mang tinh Ihffdng mai do sff dung trung gian Id phffdng lien truyin thdng dai chiing vd phffdng thffc truyen mieng. Cd the goi PR dffdi mdt cdi ten khdc, dd Id "lam cho ngffdi khac ndi ve minh". "Ngu'di khdc"
d day chinh Id gidi truydn thdng, hay ngffdi thffc sff am hilu ve pham chat ciia mpt doanh nghiep nao dd; Id nhffng ngffdi se phan dnh chinh xac nhffng gi mat tha'y, tai nghe de Iff dd thdng diep den vdi ddng ddo cdng chiing.
PR Id mdt cdng cu giao tiep rat linh boat, giiip doanh nghiep du lich iruyen tdi Iffdng thdng tin da dang, phong phu, de gay cam Unh vd de dffdc cong chung chdp nhan.
PR - Giup ndng cao lai the cgnh Iranh cho doanh nghiip
Dau tidn la ldi the ve chi phi.
IChac vdi cdc loai hinh marketing khac, PR sff dung cdch thffc "bin thd ba ndi vi minh" de truyen tai thdng diep ddn vdi khdch hang. Do vay, PR la mdt gidi phap hflu hieu cho nhieu doanh nghiep cd ngan sdch han hep hay khdng dirdc trang hi moi ho phan
PHO BIEN KIEN THCfC
marketing hdng hau dd qudng bd cho hinh anh ciia minh,
Ciing vdi dd la ldi the ve xay dffng thffdng hipu. Neu xem \>i\
dffng Ihffdng hipu Id tdng llic cac diem tffdng tdc, (hi PR Id mdt Irong nhffng cdng cy XTTM chien lffdc khong the Ihtdu ddi vdi doanh nghidp ild hodn thdnh sff mpnh nay. Theo nidi CUOL tticu tra nidi day cua hang M. Boolh &
Assoualcs(M\).901;irongMV 100 gidm ddc ihiTdnghipu cd uy tin lai cdc cdng ty hdng dau ciia M> deu cho rhng. ho dang sff dung PR nhff mpt cdng cu hffu hipu irong cdng ldc qudng bd doanb nghidp.
Song, vdn chffa thffc sif 6dffc coi trpng
Theo Ihdng kc cua Tong cue Du lich, 7 nam trd lai day. Iffdng khdch du hch qudc td den Vipi Nam gia tang, trff trffdng hdp ndm 2(K)9 dd dnh hffdng cua nan dich SARS va khiing hodng kinh te todn cau. Nganh du hch da ddng gdp ffdc tinh trung binh khoang 4,5%
GDP cho dd't nffdc va Idng trffdng vdi td'c dp trung binh khoang 20%,
Tuy nhien, neu so sdnh vdi cdc nffdc khac, gan nha't Id trong ASEAN thi sff phdt Irien ciia ngdnh du Hch Viet Nam cdn chffa tffdng xffng vdi nhffng dieu kien Hem ndng vd'n cd. Mot dilu cd the thay kha rd Id khd ndng thu hiitkhdchdulichqudc tdciia Viet Nam dang "dudi sffc" so vdi cdc qud'c gia khu vffc. Vdy, ngdnh du Itch Viel Nam can phdi Idm gi de
dal muc tidu md Chidn lffdc Phdt Inen du lich Vici Nam ddn ndm 2020, lam nhin 2030 da dd ra''
Trong chien lffdc tidp can thdng lin de'n khdch hdng, thdng thffdng 3 loai hinh dffpc ddnh gid cu uic dyng rd let nhlt dffdc xcp theo thff Iff Id: Tbay, Doc vd Nghe, Vi thd. iruyin hinh Id kdnh thdng Un cd "sffc ting hpp nhat".
Tuy nhicn. vi ly do tdn kdm nen hlu hdt cat doanh nghidp du lich Viet Nam cdn han chd Idm phim de quang bd.
Thffc le. cdL doanb nghiep du lich Viet Nam da dp dung rdng rdi hoal ddng PR, nhffng cdn d cdc mffc dd khdc nhau, Vdi nhflng doanh nghipp Idn nhff Saigontounsl, Lffa Vipt, hp thffdng dp dung hinh Ihffc tdi trd cpng ddng. Mpl so' khdc sff dung viec id chffc sff kien. Cdn lai thi ddnh mpl phan chi phi nha'l dinh cho boat dpng PR trong du lich.
Dien hinh nhff Saigontourist Id ddn vi tien phong tdi trd va td chffc chffdng trinh du ljch bidn, tang sach ndi du lich cho hpc sinh khiem thi lai thanh phd Ho Chi Minh Iff ndm 2004 thong qua chffdng trinh "Thdp sdng niem tin" dffdc td chffc hdng nam. Muc dich xuyen sudt ciia chffdng trinh la gdp phan tao sdn chdi tap the trong mpt khdng gian md, mang lai cd hpi cdm nhan thien nhien cho cdc em khidm thi qua cdc tour du lich ddc bidt vdi hffdng dan vien chuyen nghiep, ciing cdc tinh nguyen vien Id cdn bd, nhdn vien cua Cdng ty.
Bidu 1:LiJ'9'ngkhdchqu6cteduljchd6n Vi$t Nam 7 00
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6.01 5,04 H 3.56 H H 3.77 • •
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2005 2006 2007 2008 2009 2010 2011 Ngudn: T6ng cyc Du lich
Hoat dpng tdi trd cpng ddng cdn dffdc ghi nhdn td cdng ly Da ngoai Lffa Viet vdi chffdng trinh
"Cay mda xudn 2010". Day Id ho^t dpng thffdng nien ciia cdng ty nhdm mang niem vui den vdi lr6 em viing sau vung xa, dong bdo ddn tdc khd khdn nhan dip xudn vd. Ude Unh trong 10 ndm boat dpng, Lffa Vidt da van ddng kinh phi td chdc cdc boat dpng xa hdi khodng 6 ty ddng.
Thffc te cho tha'y, cdc hoat dong PR ndy da thdnh cdng, gay ra dffpc tieng vang trong vide qudng bd hinh dnh ciia du lich Vipt Nam ndi chung, ciing nhff thffdng hi$u cua cdc doanh nghiep du ljch ndi rieng. Nhtffig ciing can nhin nhdn rdng, van chffa cd nhieu hoat dpng PR nhff the nay vd chffa hinh thdnh dffdc y thffc cpng ddng Cling phdt trien du lich trong tiem Ihdc mpt cdch sau rpng.
Tai tbi trffdng qudc te. cac chffdng trinh "Ngdy Viet Nam d nffdc ngodi" d cac nffdc nhff My, Phdp, Dffc... cung Id mpt trong nhflng nd Iffc 1dm PR ciia ngdnh du ljch. Tuy nhien. cdc hoat ddng PR du lich cda Viet Nam thffdng le te, chffa cd chidn lffdc vd muc tieu rd rang. Do td chffc cdc boat dpng qudng bd hinh dnh tai cdc nffdc thffdng cd chi phi cao, nen vipc PR cho du lich Viet Nam tren thi trffdng qud'c te dffdng nhff van d l trd'ng.
Dieu ddng budn la cdc hoat ddng PR Idn mang tam c3 qudc gia cung b| ddnh gid la van chi^
thffc sff chuyen nghiep, va thidu tim nhin.
V | y ddu la giai phap?
Dd Idiac phuc nhffng tdn tai tren, cung nhff phdt huy cao nhat hieu qud ciia cdng cu PR, cin then khai cdc giai phdp sau:
Thii nhd't, dp dung uyen chuyin idt cd cdc logi hinh PR.
Ldm PR la xay dffng uyin chuyen cdc md'i quan he, cung ddng nghTa vdi viec uyen chuyin trong cdc cdch sffdung cdng cu PR.
Ben canh nhffng dang thong tin cd the kiem sodt, cac cdng ty nen chii
Vietnam Vietnam
Logo va slogan (Tifing V151 & Anh) mfli ctia du ljch Vlgi Nam nam 2012- 2015
dpng soan cdc thdng tin chudn hod cua doanh nghidp, cung cd'p thffdng xuyen den cdc kenh truyen ihdng.
ke ca bao hinh, bdo in vd bdo ndi.
Dac biet, nen chu trpng Uep cdn dung phdng vien phu trdch chuyen muc ma minh can.
Mpl dieu quan trpng Id website cua cdc cdng ty du lich, ben canh logo va slogan ciia rie ng minh, cung can dang tdi bieu tnftig chung ciia ngdnh du lich Viet Nam. Dilu ndy se gdp phan vao vide nhan dien thffdng hieu du ljch Viet Nam, ddng thdi tao cdm giac thdng nhd't trong truyen Ihong, an tffdng phong cdch ldm viec chuyen nghidp.
Hien nay cdc doanh nghiep du ljch Vidt Nam, cung nhff nganh du lich mdi chi quan tdm tdi viec quang bd, tai trd cdng ddng va to chffc sff kien trong nffdc, hay tmyen thdng bao chi vdi thi ffffdng nffdc ngoai, ma vdn chffa that sff chd y tdi qudn tri khung hodng.
Khung hodng dffdc hieu Id nhffng bat thffdng trong kinh doanh du lich, chang ban xang len gia; cdc tai nguydn du lich trong tour sd tnfdng hi ngiftig khai tiidc do thien lai, ddi tdc phd sdn hay tuydn bd gidi the,., Ddn cu", gan day, sff viec cong ty Lanla Tour - mdt hang Iff hanh tai Nga bi phd sdn khien 300 khach Nga da mua tour ciia cdng ty nay bi kel lai d Binh Thuan. Ngay ldp tffc cdc doanh nghipp da phdi hdp vdi cdc cd quan chdc nang ciia Tinh hd tip nghi ngdi, tham quan va du'a khdch vd nffdc an loan.
Bdy ciing Id hanh dong gay dffdc an tilOng ffong mat khach qudc td, gdp phln nang cao hinh anh cua Vi^t Nam, cung nhff Unh chuyen
nghipp Irong kinh doanh du lich cua doanh nghipp.
Thd hai, tgo chien d/eh PR De thdng Un ddn vdi ngffdi tieu diing dffdc hinh thdnh mpt each rd ndt. cd thdng tin vd cdm xuc, ddi hdi nhffng ngffdi Idm cong Idc PR phdl dm dffdc chii de cbo tffng chidn djch cu the. Theo dd, cdc Ihdng tin, each Iam dii dffdc thffc hien d dang ndy, hay dang khdc deu cd chung mdt chii de da dffdc xdc dinh. Mdi chii dl cung phdi dffdc xdc dinh trong mdt khoang thdi gian nhd'l djnh (tff 1 den 3 tiidng, luy thudc vdo quy md ciia tffng chien dich). Cdng ty cung cd the trien khai 2, 3 hay nbieu chie'n dich trong ciing mdt khodng thdi gian, de cho thay Unh
"gidu cd" trong thdng tin dich vu, va tinh chuyen nghiep trong xay dffng hinh dnh thffdng hieu. Dien hinh Id cdng ldc luyen truyen cho hd thd'ng gido due Singapore trong dip dau he vffa qua do Tong cue Du Ijch Singapore (STB) tiiffc hien tai Vidt Nam. Cac thdng didp truyen thdng ghi nhan kha CM Ihe tflng ldi the, Uen ich qua cdc bdi vidl, dffdi nhidu de ldi khdc nhau, nhff: khdng gian vd mdi trffdng hpc an todn, iffdng lai rd rdng cho hffdng phdt triln bang cap chat Iffdng qudc td, cdc nhdn vdt didn hinh da thdnh cdng sau khi theo hpc tai Singapore...
BSn canh vide td chffc cdc cudc hpi thao gidi tiiieu trffc tidp, td chffc cudc thi vui vdi giai thffdng Id chuyen di tidn tram khao sat thffc te mdi titfdng hpc, STB cdn td chffc nhidu chien djch PR khac danh cho khach du ljch ket hdp
khdm sdc khod djnh ky, du lich mua sieu gidm gid... Moi chidn djch deu the hien indl phong cdch rat rd ndi vd cung cd'p mpt Iffdng thdng tin khd phong phd cho ban dpc tham khdo vd an iffdng vl mdt Singapore vdn minh. Ijch Ihidp.
Thd ha, ndng eao vi$c .sdng tgo thong di^p cho cdc chii'n dich PR
Bdn chat ciia truyin thong PR id phdi hdi hod giffa hai ydu td Ihdng lin vd cdm xdc. De thffc hipn cdc bdi vidt day cam xiic la cdng vide ddi hdi tinh bit budc ciia ngffdi lam PR. Thdng didp PR du hch can phai cd sdng lao ket hdp thdi sff phD hdp vdi tffng phan doan thi trffdng. Sdng tao trong viec chon lpc thdng tin "ndng"
dffa len dau bdn Un, hay ndi ngdn gon theo ngdn tfl bdo cbi la cdch
"gidt tit" hd'p dan. budc cho cac phdng vien phdi gdy td md dffdc vdi thdng tin ciia minh, cung nhff Iruyen tdi sff id md dd tdi ddc gia.
D I lam dieu nay, ngdnh du Ijch cd the cung cd'p cho ngffdi vidl thdng tin, dac bidl Id cdc phdng vien nffdc ngodi mdt sff trdi nghiem.
Khdng gi nhanh vd hieu qud bang vide chinh cdc chuyen gia, phdng vien cdc td bao ndi tieng vd du hch tren the gidi den du lich Viet Nam, viet bdi ve a'n tffdng ciia hp.
Sff trai nghiem dd cd the la nhflng cam nhan mang tinh hai mat. Tuy nhien, chic chan nhffng diem rieng biet ve van hda, con ngffdi, cdnh dep... ciia da't nffdc Viet Nam se kich tiiich sff Id md khdm phd ciia du khdch nffdc ngodi.•
= Cudc thi tao ddng logo va slogan
— cho nganh du ljch Vipt Nam giai
^z doan 2012-2015 va trao giai nhd't
= cho cdng ty TNHH Ttf vd'n Thid't
— kd Cowan. Nhiftm, ngay sau dd ZZ Bd Van hoa, Thd thao vd Du lich
= da khdng sd dyng logo ngdi sao
•zi ngu sac cung slogan "Sif kbac ZZ bidt A Ddng" cua cdng t;^ Cowar
= cho du lich Vi$t Nam. Bidu ttfrfnj zzi mdi cua chtfiMg trinh Xuc tid'n
= du lich Vift Nam, vdi thid't ke
^ bdng hoa sen 5 canh ciing ddng
=1 chff Vidt Nam - Ve d?p bd't tdn.
Economj' and Forecast Review I 57 I
