KINHTE 001 NGOAI
Giai phdp phat trien du Ijch ben vung tiir gdc nhtn marl<eting dja phuong
PHAM THI MAI Y E N PHAM THI MINH KHUYEN
di vie't Idm ro cdc ngi dung cdn guan tdm trong chien liipc phdt trien ben vdng du lich dia phiic/ng diidi goc nhin ly thuyet marketing dia phii(fng vd nghien cdu kinh nghiem phdt trien du lich cua mgt sd niidc Dong Nam A, td do de xudt kien nghi de phdt trien du lich ben vdng cho cdc dia phiidng d Viet Nam.
TU khoa: phdt trienben vdng, chien liidc, marketing dia phticfng, phdt trien du lich ben vdng.
1. D a t vfi'n d e
Du lich ngfiy cang cd vai trd quan trong vdi cac qudc gia tren the' gidi. To chflc Du lich the gidi (UNWTO) nhan dinh nganh du lich nfim 2015 dong gdp 9,8% kinh te toan cau, con sd nay d Viet Nam Ifi 13,9%. Tuy Viet Nam hen tuc dfldc cfic td chflc quoc te' dfinh gia la quoc gia cd nhieu tiem nfing phat trien du lich vfi la met trong nhi2ng diem den hap dfin tai Chau A, viec phat trien du lich met each d at, thieu cd sd khoa hoc, chay theo Idi nhuan, khdng tinh de'n nhflng tac ddng tieu cflc ddi vdi mdi trfldng tfl nhien va van hda da gfiy nguy cd phat trien thieu ben viing cho nganh. Do vfiy, xay dflng mdt ehie'n ludc phat trien toan dien vfi ben viing nganh du lich dia phfldng vdi muc tieu hd trd bao ton mdi trUdng tu nhien, cac gia tri van hda ban dia, phat trien cdng ddng, ddng thdi dem lai nhiing nguon kinh te to Idn la yeu cau cap thiet vdi nhieu dia phUdng hien nay,
2. M a r k e t i n g dia phUctag vfi phfit t r i e n du lich b e n vUng
2.1. Marketing dia phticfng
P.Kotler va cdng sfl da chi rd chu the thflc hien marketing dia phfldng la ca 3 nhcm ddi tfldng: chinh quyen, doanh nghiep vfi ngfldi dan dia phfldng; ddi tfldng khach hang muc tieu ctia marketing dia phfldng la cac nha xua't khau, nha xuat ban, cac chuyen gia, cac nha dau tfl va khach du lich. Muc tieu cua marketing dia phfldng la xay diing thfldng hieu dia phfldng theo quan diem tong the va dUa ra md hinh
'Tang trudng nfing ddng cua thanh phd*' vdi 3 muc tieu cu the: (1) phfit trien san pham dia phUdng; (2) d^y manh t h u hut dfiu tU va (3) phfit trien du lich dia phUtJng. Dfiy Ifi nhiing van de cd ban dat nen mong cho hau he't cac nghien cUu ve marketing vfi xay dting thUdng hieu dia phUdng dUdc thUc hien sau nfiy.
Vfl Tri Diing vfi cong sfl n i t ra cfic nhdm cdng cu marketing dia phfldng chinh gdm 6P:
P I : san pham dia phfldng (products); P2: gifi ca va khdng gian lanh tho (price); P3: vi tri (place);
P4: khuech trfldng va quang ba (promotion);
P5: sflc manh chi'nh quyen (power) va P6: thai do cua cdng chiing (pubhc).
HINH 1: Cac c a p d o m a r k e t i n g d i a phUctag
Fham Thi Mai Yfih, TS.; Pham Thi Minh Khuy&i, ThS..
Tmcmg dai hoc Ky thufli cdng nghidp, Dai hpc Thai Nguyftn."
76 Nghien cuu Kmh tesS 6(469) - Thing 6/2017
Giii phdp phat trien du ijch..
2.2. Phdt trien du lich ben vUng Theo UNWTO (2015), du lich ben vflng Ifi cac boat ddng du lich n h a m dfip Ung nhu cfiu hien tai cua du khfich vfi ngfldi dfin ban dia, trong khi vfin quan tam den viec bao tdn va tdn tao cac ngudn tfii nguyen cho phfit trien du lich trong tfldng lai. Phat trien du lich ben viing Ifi dap itng day du va tien nghi nha't cac nhu cau cua khfich du lich, tao sflc h u t du khfich de'n cfic vung, diem du lich ngay nay deng thdi bao ve vfi nang cad chfi't Ifldng cuoc sdhg ciia ngfldi dan b a n dia. Khi phfit trien du lich ben vflng cfin phai dam ban vfi'n de quan trong nha't la ben vflng v^ mdi trfldng, ben vflng ve van hoa xa hdi, ben vflng ve kinh te.
Ve moi tnidng: sii dung td't nhat cac tfii nguyen mdi trfldng ddng vai trd chu ye'u trong phat trien du lich, duy tri qua trinh sinh thai thie't ye'u vfi giup duy t n di san thien nhien vfi da dang sinh hoc tfl nhien.
Ve xd hot vd vdn hoa: tdn trong tinh trung thflc ve xa hdi vfi van hda cua cac cdng ddng dia phfldng, bao tdn di san van hda vfi cac gia tri truyen thd'ng da dfldc xay dflng va dang sd'ng ddng , ddng gdp vao sfl hieu biet va chia se hen van hda.
Ve kinh te: bao dam sfl boat dong kinh te tdn tai lau dai, cung cap nhiing Idi ich kinh te xa hdi tdi ta't ca nhflng ngUdi hudng Idi va dUdc phan bd mot each cdng bfing, bao gdm ca nhiing nghe nghiep va cd hdi thu Idi nhuan on dinh vfi cac dich vu xa hdi cho cac cdng ddng dia phUdng va ddng gdp vao viec xoa ddi giam nghee.
Phfit trien du lich ben viing ddi hdi sU t h a m gia thdng tin cua tfi't ca cfic ben hen quan, cung n h u lanh dao chinh tri manh me de dam bao sU t h a m gia rdng vfi xay dUng sU ddng thufin. Dat dfldc du lich ben vdttig la mot qua trinh hen tuc vfi nd ddi hdi giam sfit hen tuc tfic ddng, gidi thieu cfic bien phfip phdng ngfla va/hofic BXia chfla can thie't ba't cfl khi nao cfin thie't.
Du lich ben viing cung nen duy tri mdt mflc do cao ciia sfl hai long cua khfich du lich vfi dam bao mdt trai nghiem 'y nghia ddi vdi khach du lich, nfing cao nhan thflc cua ho ve cac vfi'n de phat trien ben vflng va thuc dfiy boat ddng du lich ben viing gifla cac loai.
2.3. Marketing dia phuttng vdi viec phdt trien du lich ben vdng
Marketing dia phfldng chinh la nfim vflng nhu cau cua khach hang vfi cd nhflng chien lUdc Ifiu dai, phfl hdp vdi dieu kien cua dia phfldng de thu h u t khach hang tim de'n vdi dia phUdng dd. Xfiy dUng chien lUdc marketing dia phfldng la tim each phat huy nhiing dac thfl rieng cua dia phfldng minh nham hap dfin thi trfldng va khach hang, vi the, phai dfla tren tieu chi coi n h a dau tu va khach hang la trong tam. Nhiing chien lUdc nay la nham muc dich thu hut cac doanh nghiep mdi, tang cfldng van hda truyen thd'ng cua mot qud'c gia, phat trien thUdng mai toan cau, xay dUng nganh cdng nghiep du lich va cac muc tieu dau tU trong nUdc vfi nudc ngoai (Kotler vfi cdng sU, 1999).
Day chinh Ifi cd sd thuc hien 3 muc tieu cua phat trien du lich ben viing.
HINH 2: Q u a n d i e m m a r k e t i n g d i a phUcfng vdi p h a t t r i e n d u l i c h b e n viffng
C h u the q u a n l y
M D a n cir *
/ c h l i n 1W= Plal Irlo^nX . K , / du qeh khich hing \ b—i—^ii^
^ m..l.,tlng d j . \ ^ ^ D o a n h C h i n h
C f i n g c u 1 P1: San phSm: SP dja phiftjng, SP du Ijch 1 P2: Chinh sach g l i 1 P3. Chinh s i c h phan phoi: tao s i / t l e p can 1 diem den t h u | n lijfi j P4:XiJc tien quang ba 1 P5i SCrt manh cua chfnh quyen dja phiCOTig 1 P5: Thai dd cOa cong chung dja p h W n g
M u c titu
Mai tn/dng
X a h f l l K i n h t e
Nghien cim Kinh le so 6(469) - Thing 6/2017
11
Gidi phap phdt trien du ijch
3. Kinh n g h i e m c u a m o t s o nUcfc t r o n g k h u vUc
Nhieu nudc tren the gidi da tien h a n h nghien cUu va'n de phfit trien du lich ben viing tfl nhflng nam 1980, n h a t Ifi cac qud'c gia sdm cd dinh hfldng xfic dinh du lich la mdt ngfinh kinh te miii nhon.
3.1. Xingapo
Xingapo la mdt qud'c dao nhd tai khu vflc Ddng Nam A, tai nguyen b a n che, nhflng da biet phat huy triet de tiem nfing, the' manh ve vi tri dia ly va ngudn lUc con ngUdi de cd nhiing budc phat trien vUdt bac. Kinh nghiem trong phfit trien du lich ben vflng the hien:
Mgt la, chinh quyen da hoach dinh va to' chflc thflc hien chien lUdc phfit trien du lich phu hdp tflng thdi ky, cd chii de cu the;
Chien lUdc Du lich Xingapo dUdc thay dd'i nhieu lan tU nam 1968, n a m 1986, nfim 1993, nam 1996, nam 2005... Chie'n lUdc phat trien du lich nfim 2012 ciia Xingapo vdi chu de "Dia gidi du lich 2020" dUdc dau tU 300 trieu SGD de td' chflc cac sfl kien du lich, 340 trieu SGD phfit trien san pham du lich va 265 trieu SGD phat trien nguon n h a n Iflc du lich.
Hai la, dau tU Idn va thfldng xuyen t u bo danh thdng, cd sd V£it cha't ky t h u a t du lich:
tfl gifla nhflng nam 1980, Chinh phii Xingapo dau tfl hang t r a m trieu ddla nang cap cac danh thang, khu nghi dudng, di tich van hda va lich sii, tao cho du khach den d Xingapo hang tuan van khdng thfi'y thie'u cho tham quan.
Ba Id, tao sU tiep can diem de'n t h u a n Idi nha't: du khach di lai r a t t h u a n tien den cfic diem tren qud'c dao Xingapo nhd he thd'ng tau dien ngam hien dai vfi an toan. Xe buyt, xe con va xe taxi chay to'c do ra't cao, nhUng hau nhu khdng cd tai n a n giao thdng, nhd he thdng dudng sa td't, tinh tU giac cao cua ngfldi tham gia giao thdng va he thd'ng den dfldng hien sd bo tri hdp ly. Cd sd vat chfi't ky thuat hkng khong dUdc quan tam dau tfl de
kich c l u du lich qudc td'. Chinh sfich cdi md ve thi thuc, m i l n t h i thUc du lich ddi vdi du khfich qud'c td' Ifi mot trong nhflng ye'u to quan trong h a n g dau giup qud'c dao sU tit p h a t trien du lich.
Boh Id, ke't hdp n h i e u boat ddng, hen ke't cfic loai hinh du lich de tich hdp hinh thfinh loai h i n h du lich ddc dfio tao sflc t h u h u t du lich va sU sdi ddng mdi: loai hinh du lich BTMICE ( B u s i n e s s Traveller, Meetings, Incentives, C o n v e n t i o n s a n d Exhibitions) dUdc h i n h thfinh bdi cac boat ddng du lich gfin vdi thUdng mai, gap gd, khen thudng, hdi nghi vfi trien lam de tao sdi ddng mdi mdt each h e n tuc vfi m a n g lai ngudn t h u chi'nh cho du lich Xingapo.
Ndm Id, dieu chinh san pham, gifi ca va dau t u quang bfi du lich kip thdi: bfing nhieu cd che' linh boat, Xingapo khdng ngiing Ifim mdi san pham du lich; dieu chinh chinh sach gifi nhu giam gia vd may bay, gifi phdng khach san, gifi ve vfio cxia... Xingapo phaii dfi'u trd thfinh mdt t r u n g tfim m u a sfim ciia khu vUc. Hang nfim, Xingapo dau tU hang ty ddla Xingapo de q u a n g ba du lich; vdi hdn 7.000 cdng ty da qud'c gia t r e n t h e gidi dat van phdng dai dien, da gdp p h a n quang ba cho du lich Xingapo.
3.2. Malaixia
Trong chie'n lUdc chung cua Malaixia ve chuyen dich kinh te, nganh du lich xay dflng ke' hoach phfit trien du lich den nfim 2020:
tap t r u n g vao viec phfit trien san phfim vfi thi trfldng cd k h a n a n g chi t r a cao, day manh chfldng trinh tieu diing cua khfich du lich.
Hai hfldng chinh trong quan diem phfit trien la: bao ve, bao tdn vfi gifl gin mdi trfldng (phat trien du lich xanh, giai thfldng khfich san xanh, chie'n dich qud'c gia ve mot Malaixia xanh, sach) va phfit trien tofin dien, chu trong tinh can bfing va tinh ben viing (tam quan trpng cua Idi ich cdng dong). Trong bdi canh canh t r a n h toan cau Men nay, Malaixia xac dinh phai cd nhiing sang kien va cai tien trong p h a t trien san pham. Cac
78 Nghiin ciiu Kmh les6 6(469) - Thing 6/2017
Gidi phdp phat triln du ilch.
sang kie'n tfip t r u n g vao tS chUc cfic sfl kien cd tfim quan trpng quoc gia: "Malaixia - ngdi nha thfl 2 cua tdi" d l khuydn khich ngfldi nUdc ngoai m u a nhfi t a i Malaixia de di lai nghi ngdi, du lich vfi kdo theo ngUdi t h a n vfi ban bd tdi du lich tai day; ngofii ra, Malaixia ciing tfip t r u n g duy tri vfi khuech trUdng san pham du lich m u a sfim, cfic san p h a m cho thi trudng du lich cao ca^p va xfic dinh dia diem cu the va tiing hoat ddng: nghi dudng tai cac khu du lich, vui chdi giai tri, cfic loai hinh the thae, cac dia diem m u a sfim; dac biet tap trung d^y m a n h du lich chfla benh, du lich gifio due vfi cudi ciing la du lich MICE. Can
cU vao dinh hUdng m a n g t i n h qud'c gia nfiy, cac dia phUdng, thfim chi doanh nghiep du lich se cd nhiing ke hoach phfit trien du lich cu the.
3.3. Thdi Lan
Thai L a n dUdc t h e gidi bid^t den nhU la mdt thien dudng du lich, xU sd "dfi't nUdc nu cUdi"
cua k h u vUc. N g a n h du lich Thfii Lan thUc sU la ngfinh kinh t e "mfli n h o n " - ngfinh cdng nghiep "khdng khdi" ddng gdp 9% GDP cua Thai Lan. Nfim 2015, trong khi cfic nudc dilng dau ve dcanh t h u tU du lich deu gap khd k h a n , ddanh t h u du lich Thfii Lan vfin tiep tuc tfing trfldng fi'n tfldng.
BANG 2: C a c nUdc, v u n g l a n h t h o co d o a n h t h u tU d u l i c h quo'c te c a o nha't n a m 2015
TT 1 2 3 4 5 6 7 8 9 10
Nit6c My Trung Qu6c Tay Ban Nha Phap Anh Thai Lan Italia Diic
Hong K6ng(Trung Quoc) Macao (Trung QuO'c)
Nam 2014(t; USD) 191.3 105.4 65.1 58.1 46.5 38.4 45.5 43.3 38.4 42.6
Nam 2015 (ty USD) 204.5 114.1 56.5 45.9 45.5 44.6 39.4 36.9 36.2 31.3
Nam 2015/Nam 2014 (%)
6,9 8,3 -13,2
-21 -2,3 16 -13,3 -14,9 -5,8 -26,4
^^wo/i.-UNWTO, 7-2016.
Nhflng kinh nghiem tfl phfit trien du lich cua Thai Lan:
Mgt Id, c h i n h sach p h a t t r i e n du lich Thai L a n dfldc xay dflng mot each ddng bd de huy dong moi n g u d n Iflc cho p h a t trien du lich vdi tdc do cao va ben vflng va dfldc the' hien t r o n g chien lUdc du lich mdi n a m cua qud'c gia. H a i c h i n h sach md: c h i n h sach n h a p c a n h va c h i n h sach t h u e dUdc coi la nhflng bien p h a p hd trd hieu qua cho c h i n h sfich p h a t t r i e n du Hch T h a i L a n .
Hai Id, dau tU cd sd ha tang va nhan sU cho nganh du lich: Thai Lan la da't nUdc rfi't coi trgng dau tU vao cd sd ha tdng phuc vu du Hch. Cac hang muc chu yeu ban gdm; giao thdng, cd sd lUu t n i va vui chdi giai tri. Nhan sir cho nganh du lich dfldc Td'ng cue Du lich dao tao bai ban va cap chflng chi nghe nghiep.
Ba Id, da dang hda danh muc san pham du hch: Thai Lan noi tieng vdi nhieu loai hinh du lich khac n h a u nhfl: du lich van hda, sinh thai, MICE, chfla benh, mua sim, ndng nghiep.
7 9
Glai phap phat trien du ilch ,
Eon la, gifi re ciing Ifi mdt diem hfi'p dfin Khfich hang, ngofii viec m u a bfing ciing dfldc cua du lich Thfii Lan. De bfl dfip cho mflc gia phuc vu cfic mfin t r i n h d i l n hfi'p dfin.
re, cfic cdng ty Ifl h a n h dfldc cfic diem m u a Nam Id, marketing du lich dUdc thiic hien sfim, du lich t r a cac k h o a n hoa hdng hd trd. dudi sU hd trd dfic lUc cua chinh phu.
BANG 3: K i n h n g h i e m p h a t t r i e n d u l i c h b e n vuTng tiX g o c n h i n m a r k e t i n g d i a phUUng c u a m o t so n U d e
Dat nudc/
Dia phuong
XingafX) (b^t d^u tur nam 1968)
Malaixia (i990s)
Th^iLan (1997)
Chien lucre doi mdi hinh anh dja
phuong
Con ho c i a nln kinh teChau A: c6ng nghe cao, giao due chait luong qudc Ce;
Suntec - CO sd ha tSng dang cS'p the gioi va chi phf boat
dfing mang tfnh canh tranh
Pbat tri^n khu cdng nghe khdng 16; si^u hSnb lang da tmy^n thOng (MSC); ehie'n dich Traly Asia;
Malaixia-ngdi nb^
tbii 2 cua ban
Amazing Tbailan, Thai Lan - thiSn dutmg mua sJm;
ThAi Lan -bd'p Sm ciia the' gidi
Doi tuong khoi xudng (S) va tham
gia U) CQ
S
S
S DN
S
S
J DC
J
J
J
Cac cdng cu chinh sfl dung
PI: cai thien co sd ha tdng: diu tu Idn va thudng xuyen tu bd danh thang, ecr sd vflt cha't ky thuat du lich; phat tri^n san phim du lich: kfi't hop nhilu boat d6ng, lifin k i t eie loai hinh du Ijch d^ tfch bop hinh thanh loai binb du Hch ddc dao tao siic thu hut du lich va su s6l dOng mdi;
P2: dilu cbinb chinb sach gia nhu giam gia ve may bay, gia phong khacb san, gia ve vao cCra.
P3: tao sU tifi'p can di^m dfin thuSn Igi nba'l Ihdng qua chfnh sach miln thi thuc du lich dd'i vdi du khach qudc tfi' va phat tri^n hfi thdng giao thdng (san bay, dudng phd,...) P4: hang nam, diu tu hang ty ddla Xingapo d^ quang b^
du hch. Hifin c6 hon 7 nghin cdng ty da qudc gia trfin thf gidi dat van phong dai difin tai Singapore gdp p h i i quang ba du lich Xingapo.
P5: Hoach dinh va l6 chiic thuc hifin Chifi'n luoc phat tri^n du licb phCi bop tiJ3ig thcfi ky; phat triln du lich gan vdi duy tri "mdi tnidng sach".
P6: Con ngudi than tbifin. van minh; Ifi hdi van bda.
PI: Phat tri^n thucmg hifiu san ph£m qudc t€ cua dia phuong va eae cdng ty da qudc gia; phat trifi'n du licb xanh.
du lich chiia bfinh va giao due; cai thifin ca sd ha tdng.
P2: thu hiit thi tmcmg cd kha nSng chi tra cao, mua sam tai dia phuong.
P4: diu tu 150 trifiu USD/ nam cho tniyen thdng tao dung bi^n bao v l mdt dilm ha'p din dac bifit; duy tri \k khufi'ch truong san phim du licb mua sdm.
P6: tap trung xay dung hinh anh mdt Malaixia xanh, sach va phat triln tokn difin.
PI: pbat trie'n thuong hifiu du licb qudc gia, danh muc san p h ^ phong phu.
P2: gia tour re tang kfim e i c man trinh dign hSp dSn.
P3: cbinb sdch nbap eanh md, giao tbOng thuan loi giiia cac viing du lich.
P4: diiu tu manh me cho quang b i du tich, sii dung VP gidi thifiu du Ijeh, mang internet va dich vu difin thoai la pbucmg tifin truyin thdng chinh.
P5: chfnh quyin ddng vai u-6 quan trong trong hoach dinh chiln luoc du lich va cae chinh sach hd trcj phdt triln, truyin thdng du lich.
P6: nhan su du lich dugc dao tao cbuyftn nghifip; "dfi't nudc cua nhung nu cudi" 1^ hinh anb thuang hifiu du lieh qudc gia c i a Thai Lan.
80 Nghien cuu Kinh tesd 6(469} • Thing 6/2017
Gidi plidp piidttrien du Ijch.
4. Ket l u | i n v a bai h o c c h o p h a t t r i e n d u l i c h b e n v S n g t a i cfic dia phUotng dr Viet N a m
Viet Nam Ifi dfi't nUdc cd rfi't nhieu tiem nang ve phat trien du lich: vfin hda va lich sit Ifiu ddi, nhieu danh lam thfing canh t r a i doc cac mien dfi't nUdc, tuy nhien sU phfit trien du lich Viet Nam cdn chua tUdng xflng vdi tiem nfing sfin cd; so vdi nhieu nfldc trong khu vflc Viet Nam cd mflc diem danh gifi ve nang Iflc canh t r a n h n g a n h du hch Ifl h a n h thap hdn nhieu.
HINH 3: X e p h a n g v e n a n g lUc c a n h tranh n g a n h d u l i c h 1^ h a n h cfic nUcfc
n a m 2015
6 3 4 3
^
0 4 86H -• -11 4 26
1 s ^
^ O H Diem danh gii 4 0 4 ^
Indonexla
1
- 70 - 60
40 30 20 10
Viit Nam
^ ^ Xep hang
Nguon- Worid Economic Forum, 2015.
Tfl nghien cflu kinh nghiem cfic qud'c tren the gidi cd the r u t ra mdt so' bai hoc cd gia tri tham khao de phat trien du lich ben vuiig tai cac dia phfldng d Viet Nam:
Chinh quyen cd vai trd tien phong trong viec thflc hien hoat dong marketing dia phfldng.
Chinh quyen dia phfldng luon la ngfldi de xuat cac chinh sach xay dflng hinh anh dia phUdng gdn vdi muc tieu phat trien kinh te - xa hdi va cd nhflng chinh sach hd trd dac Iflc cho truyen thdng thfldng hieu du lich quo'c gia.
Nang cao y thflc, vai trd ciia ngUdi dan dia phudng trong viec xay dung hinh anh dia phfldng.
Long t u hao dd'i vdi vdi dia phUdng la thfl ma du khfich k h a m p h a n h a n h nha't; ngUdi dan cd kien thflc cd b a n ve tinh ddc dae cua dia phudng vfi ho, mdt each vd thUc h a y y thUc, ddng vai trd nhU nhflng ngUdi tiep thi dia phUdng (P.Kotler, 1999).
Thu h u t dau tu, xay dung cd sd ha t a n g dia phUdng - ke't ndi vdi doanh nghiep.
Ngoai ngudn dau tU cua chinh phu, can t h u h u t cac ngudn d a u tU nUdc ngoai vfi cac doanh nghiep de t a n g vd'n dfiu tU phat trien cd sd ha tfing cho phfit tridn du lich. Tuy nhien, viec phfit trien cd sd ha tfing du lich can cd quy hoach dai b a n vfi dam bao ban ve mdi trUdng sinh t h a i ben vflng.
Xfiy dflng he thong n h a n dien va chie'n Ifldc thfldng hieu lau dai che da't nfldc vfi cac dia phUdng; p h a t trien san pham dia phUdng ket hdp vdi san p h a m du hch.
Phfit tri^n du lich dia phUdng khdng the tfich rdi vdi cac san pham dia phUdng va cfic gdi san phfim du lich.
- Cam ket gifi dd'i vdi khfich du lich va cac n h a dau tu cho du lich; truyen thdng thudng hieu dia phUdng hieu qua.
TAI LIEU THAM KHAO:
1. Vu Tri DiJng va Nguyin Diic Hai (2011), Marketing lanh thd', Nxb Dai boc Kinh tfi'qudc dan.
2. Vu Tri Dung va Pham Tlii Huyin (2005),
"Marketing dia phuang vd vung lanh tho vdt viec dm hiit ddu tudephdt triin". D l tai ea'p bd, Bd Giao due dao tao.
3. Kotler, P.; Haider, D. H. & Rein, I. (1993), Marketing Places. New York: The Free Press.
4. Kotler, Rein and Haider (1999), Marketing Place Europe, Prentice Hall.
5. UNEP and UNWTO (2015), Making Tourism More Sustainable - A Guide for Policy Makers.-p.W-M
6. UNWTO (2016). Tourism Highlights 2016 Edition. p6 btip://www.e-unwto.org/doi/pdf/ 10.18111/
9789284418145
7. Vifin Nghien ciiu va phat Irien du lich, Nghien cihi kinh nghiem trong dinh huang phdt trien sdn phdm du lich ciia mot sd nuac ASEAN, truy cap ngay 10 thdng I nam 2017 III bttp:/Atdr.org.vn/vi/kinb-nghiem-ptdl.html
8. World Economic Forum (2015), The Travel &
Tourism Competitiveness Report 2015. bllp://www3 .weforum.org/docsAT15AVEF_Global_TraveI&Tourism _Report_2015.pdf
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