Chien liTtfc marketing dja phu'tfng nhkm phat trien du Ijch TP. Can Thtf
N G U Y I N HQYNH PHCfdC THII^N' H 6 Bdc HONG"
VO HONG DUNG"*
Torn t^t
Nghiin cffu dugc thuc hien nhdm phdn tich thuc trgng vd de xud't chii'n lugc marketing dia phuang nhdm phdt triin du lich TP. Can Tha. DU lieu nghiin cffu dugc thu thap thdng qua phdng vdn IrUc tii'p 500 du khdch bang bdng cdu hdi. Kit qud nghien cUu cho thdy, du khdch khd hdi long vdi sU tham gia hogt ddng marketing cua Chinh quyen dia phuang; Cgng ddng ddn cU dia phuang vd hdi long trung blnh dd'i vdi: Sdn phdm du lich; Gid ca; Phdn phdi; Xuc lii'n du Uch. Trin ca sd ki't qud nghien cffu, nhdm tdc gid di xudt mgt sd ggi y chii'n lugc marketing dia phuang nham phdt triin du lich TP. Can Tha.
Tuf khda: marketing dia phuang, chii'n lugc marketing dia phuang, marketing diim di'n du Uch Summary
This study was conducted to analyze the current situation and propose local marketing strategies for tourism development in Can Tho city. Research data was collected through direct interviews by questionnaires with 500 tourists. The results showed that tourists express deep satisfaction with the participation in marketing activities of Power, Local Communities, and average satisfaction with Tourism products, Price, Place, Tourism promotion. Based on these results, some local marketing strategies were proposed for tourism developmeni in Can Tho city.
Keywords: local marketing, local marketing strategies, tourism destination marketing GIOI THIEU nhgn, vide de ra chie'n Itfdc marketing dia phtfdng nhdm
phat ttien du lich TP. Can Thd la rat can thie't.
Can Thd trtfdc ddy la thii phii eiia
mien Tay Nam Bd,cd ten ggi Id Tay Dd. Ca_ Sd LY THUYET VA PHUONG PHAP Ddy la ndi dd hdi nhd't ciia vung chau thd NGHIEN CUU
ddng bang, vung dd't giau tidm ndng phdt
trien du lieh. Con ngtfdi Tay Dd trtfdc C d s d i y thuyd't
day vk Can Thd ngdy nay chan chd't, Kotler va cdng stf (2(X)2) cho rang, markedng dia hidn hda, giau long md'n khdeh, sdn sang phtfdng la mgt thuat ngff chi tap hdp cdc chtfdng ttinh hanh chdo ddn vd lam hdi long du khdch gan dgng hd ttd dia phtfdng nhdm cai thien kha ndng canh ttanh xa. Nam 2019, ngdnh du lich Can Thd da eua dia phtfdng va phat trien kinh te. Hoai dgng marketing ddn tren 3 tridu Itfdt khach ltfu trii, tdng tao cho dia phtfdng nhtfng dac tfnh rieng biel, mgt hinh 13,1%; trong do, ltfu tru qud'e te'dat trdn anh mdi nham ha'p ddn khdch hang cua dia phtfdng, la 409.000 Itfdt khdch, tang 12,4% so vdi nhOhg cd nhan hay id chtfc, md dia phtfdng htfdng cdc nd Cling ky nam 2018. Tong doanh thu ttf du Itfc marketing vao de phuc vu, bao gdm: cdc nha dau ttf, du lich dat tren 4.435 ty ddng, tang 17,2% khdch, ngtfdi lao dgng va cdc nhd xuat khau.
so vdi cung ky (Sd Van hda, Thd thao vd Marketing dia phtfdng ttf khia canh ngdnh du lich Du lich TP. Can Thd, 2019). edn dtfdc ggi la marketing diem de'n du lich. Theo Tuj' nhidn, mtfc dd phdt trie'n du lich Wang vd Pizam (2011), marketing diem de'n la toan bg TP. Can Thd thdi gian qua vdn chtfa ttfdng cdc qua trinh va hoat ddng nhdm thu hut du khach de'n xffng vdi tiem nang va ldi thd'cua mdt dd vdi cac nha cung ca'p dich vu du lich tai diem de'n dd.
thi viing Ddng bang sdng Cffu Long. Dd Nhtf vay, marketing dia phtfdng tff gdc dp nganh ngdnh du lich ttd thanh nganh kinh te'mui du Uch chinh la nam vffng nhu cau eiia du khach va 'Tri/dng Dgi hpc Tay Do
"Trudng Dgi hpc Kinh t€' TP. Ho Chi Minh
' " Phdng Thtfdng mgi va Cong nghiep Viet Nam, Chi nhanh Can Thd Ngdy nhdn bdi: 27/7/2020; Ngdy phdn bi^n: lVm.020; Ngay duyel ddng: 21/8/2020
Ectmomv and Forecasi Revie
29
BANG 1: CAM NHAN QUA DU KHACH VE SAN PHAM DU L|CH CAc vfti ttC
Sir^a dane cac loai hinh du lich nm <tiu phif^np Hang lull nifim VM dar <an dia phifrtnp Am thifc dia phifrtng
Rigm trnng h^nh
Hoat dfin
Mi?y flfi t'atu nhfl ing iruna bmh Hail.
Hai long tmng blnh
Gia ca lifdni; xu'ng vdi chCt ItfJns dich vu
BANG 2: CAM NHAN CdA DG KHACH v l THANH PHAN GlA Cdcvfettf Pi&ntnnift'^'^
Gid ca cac dich vu canh tranh so vdi dia phifdng khac
Gia ca cac dich vu difcfc mem vet va ban diing gid Gii ca Lfu dai theo do'i lu'dng, so lifdng va miia thap diem
Mlfe-ifld cam nhan Hai long trung binh
Hai long trung binh
Nguon Ket qua phan tich ILT 500 phieu phong van du k h a c h 2019
cd nhffng chie'n Itfdc lau ddi, phu hdp vdi didu kidn ciia dia phtfdng nhdm thu hiil du khdeh de'n vdi dia phtfdng dd. Theo Kotler vd cdng stf (2002), edc dia phtfdng thtfdng sff dung phd'i hdp 4 chie'n Itfdc, gdm: (i) Marketing hinh ttfdng dia phtfdng; (ii) Marketing dae trtfng ciia dia phtfdng; (iii) Marketing cd sd ha tang ciia dia phtfdng; (iv) Marketing con ngtfdi cua dia phtfdng.
Nghien ctfu ve marketing dia phtfdng da dtfdc nhieu tdc gid de cap ttong cdc nghien ctfu trtfdc day. Cdc tde gia da van dung eae cdng eu ciia marketing hdn hdp vdo ddnh gid cdm nhdn cua du khdch ve hoat ddng marketing dia phtfdng, nhtfng ehtfa lam rd dtfde vai trd cua chinh quyen va cong ehiing dia phtfdng. Do vay, kd' thtfa vd bd sung cdc nghien ctfu trtfdc ddy, nhdm tdc gia van diing edng cu mega - marketing ciia Kotler (1986) vao hoat ddng marketing dia phtfdng; bdn canh 4Ps ttuyen thd'ng: Product - San pham; Price - Gia; Place - Phdn phd'i; Promotion - Xuc tid'n, cdn bd sung them 2Ps la: Power - Chinh quyen vd Public - Cdng chiing.
Phtfdng phap ngidn cii^
So' lieu sd ca'p dtfdc thu thap thdng qua phdng va'n trtfc tie'p 500 du khach tai cde diem tham quan du lich thudc 5 qudn eiia TP. Can Thd bang bang cau hdi, dtfdc thid't kd' theo 6 thang do, vdi thang diem Likert 5 mtfc dd. Phtfdng phdp chpn mau thuan lien dtfdc tid'n hdnh de tid'p can dap vidn muc tieu. Thdi gian thu thap so' lieu sd ca'p dtfdc thtfc hien tff thdng 06-10/2019.
KET QUA NGHIEN CLfU
Thifc tr^ng marketing dia phtfcfng nh^m phat trien du lich TP. C^n Thd
Kd't qua ddnh gid cam nhan eiia du khach ve boat ddng marketing dia phtfdng^ cua TP. Can Thd thdng qua 6 thdnh phan: Sdn pham du lich; Gid ca; Phan phd'i; Xuc tid'n du lich; Chinh quyen dia phtfdng; Cong ddng ddn ctf dia phtfdng.
Sdn phdm du Ifch
Ke't qua phan tfeh (Bang 1) cho thdy, cam nhdn ehung eua du khdch ve san pham du lieh chi hai Idng d mffc ttung blnh (3,31/5.0). Thdi gian qua, he thd'ng sdn pham, dich vu du lich tai TP. Can Thd tuy ed phdt ttien. nhtfng cha't Itfdng ehtfa cao. thieu tinh doc ddo, ditfdng triing Idp
gitfa cdc dia phtfdng ttong viing, gdy cam gidc nham chdn tff du khdch. Ben canh dd, hdng ltfu niem vd san vdt dia phtfdng c6 anh htfdng dd'n stf hai long cua du khdeh, nhiflig chtfa dtfdc dia phtfdng quan tam phat trien. Da ph^n du khdeh deu cho rdng, nhffhg mat hang ItfU niern bdn d TP. Can Thd di dau cung thay, deu gidng cdc vung lan can, khdng cd net dac trtfng rieng. Ngoai ra, cac dieh vii vui chdi giai tri cung ehtfa da dang, ha'p ddn, nen khdng kich thich dtfdc khd ndng chi tieu ciia du khdch, ddng didi han ehd' thdi gian Itfu ttu ciia hp d lai day lau hdn.
Gidcd
Bang 2 cho tha'y, cam nhan chung ciia du khdch ve thanh phan Gid chi hai long d mtfc trung blnh (3,34/5,0). Nhin chung, chi phi du lich tai TP. Can Thd khd ha'p ddn va eanh ttanh so vdi cdc dia phtfdng khdc. Tuy nhidn, thtfe te vdn edn xdy ra hidn ttfdng dpi gid tour, gia phdng, gid dich vu vdo miia cao diem da ldm cho gia ea chtfa ttfdng xtfng vdi chat Itfdng dich vu cung cap, mac dii dia phtfdng da chi dao cac ddn vi kinh doanh du lich thtfc hien viec niem yet gid vd bdn theo gid niem yet. Dieu nay tao ndn nhffng d'n ttfdng khdng td't dd'i vdi du khdch, khi dd'n tham quan du lich tai TP. Can Thd.
Phdn phdi
Sd' lieu Bang 3 cho thay, cam nhan chung cua du khdch ve Phdn phdi chi hai long d mtfc trung binh (3,36/5,0).
He thd'ng phan phdi san ph^m du lich ciia TP. Can Thd ehu yd'u thdng qua 2 kenh: ban hdng trtfc tiep va gian tiep.
Kenh ban hang trtfc tid'p dtfdc thtfe hidn tai cac ehi nhdnh, van phdng dai didn hodc website ctia eae ddn vi kinh doanh du lich. Dd'i vdi nhd hang, khdch san san pham dtfdc ban tttfc tid'p tai cdc qu^y tid'p tan. Kenh bdn hdng gidn tid'p dtfdc thtfc hidn thdng qua cdc dai ly d nhtfng tinh/
thdnh khac hoac hdp tac vdi mpt so hang iff hanh d ntfdc ngodi de chao bdn tour.
Tuy nhien, so' Itfdng cdc trung gian phdn phd'i, nhtf: van phdng du lich, cde cdng ty kinh doanh du lich cd tam vdc qudc gia va qudc te cdn it; ddng thdi, stf phd'i hdp cua cde ddn vi tham gia kinh doanh du lich ttong qud ttinh hoat ddng phan phdi cdn chtfa ddng bd, chtfa ddp ffng kip thdi ydu c:1u cua du khdch.
Xuc lii'n du lich
Bang 4 cho thd'y, cam nh n,ing ciia du khdeh \e hoat ddng XUL I,J [J^-JJ ehi hai ldng d mtfc tmng bin !=^ Q)
30
TP. Can Thd dd cd nhidu hoat ddng tuydn truydn, quang bd vd du lich cua dia phtfdng, nhtfng cdc hoat ddng do van ciii didn ra d pham vi hep, cdng nghd chtfa cao, chtfa ddp ffng dtfpc so vdi ydu c^u dat ra, hieu qua kinh te' dem lai cdn thap, chtfa tao dtfdc nhffng san pham du lich h^p din, cd chd't Itfdng de thu hiit du khach. Bdn eanh dd, nhidu doanh nghidp vSn ehtfa nhan thtfc dtfdc Idi ich ciia edng tdc xuc tie'n du Uch, cdc hinh thtfc, noi dung quang cdo vd chtfdng trinh khuyd'n mdi vin chtfa that stf ha'p dan du khdeh.
Chinh quyin dfa phi&fng Theo Bang 5, cam nhan chung cua du khdch vd Chfnh quyen dia phtfdng Id khd hdi long (3,45/5,0). Cdng tde qudn 1;^ nha ntfdc ve ngdnh du lich cua TP. Can Thd ti^g btfdc dtfdc cung cd', tao dieu kien phat trien cho cde diem, vtfdn du lich, cae ddn vi kinh doanh dieh vu ltfu tttf, dn ud'ng vd Iff hanh; ddng thdi, dam bao an ninh, ttat ttf xd hdi tai cdc didm de'n. Tuy nhien, van cdn nhiJng han chd' ttong cdng tde phd'i hdp cac chu thd dia phtfdng tham gia phdt trien du lich va quan ly mdi tttfdng, ve sinh, y te. Thtfc te' cho tha'y, cdc chu the tham gia vdo boat ddng marketing dia phtfdng dd phdt trien du lich chtfa thtfc hien day du vai ttd va ttdch nhidm; edng tdc bao ve mdi trtfdng sinh thdi van chtfa dtfdc dia phtfdng chu ttpng dung mtfc.
Cgng ddng dan cff dia phidfng Ket qua phan tich cho tha'y, cdm nhan chung ciia du khdch la khd hdi Idng (3,74/5,0) ve Ctf dan dia phtfdng (Bang 6). Tuy nhien, thtfc te' van cdn nhffng han chd' nhd't dinh ve y thtfe bao vd mdi trtfdng, tdi nguyen du Ijeh cua ngtfdi dan dia phtfdng. Tmh ttang vfft rdc btfa bai xud'ng song, muc ntfdc ngay tai chd ghe ddu de tam, gidt, tham chi nd'u dn d khu vtfc chd ndi Cdi Rdng, chd ndi Phong Didn, be'n Ninh Kieu van thtfdng xay ra.
Nhihig rdc thdi khd phdn huy, nhtf: tiil ni Idng, cao su ttdi lenh benh ttdn sdng gay mat my quan, 6 nhidm mdi tttfdng va lam cho phtfdng tidn dl chuyen tten sdng gdp nhieu khd khan.
D l xud't chid'n IifgTc marlceting dja phtftfng nhiim phat tridn du lich TP.
C^n Thd
Trdn cd sd phan tieh thtfe trang marketing dia phtfdng ttong phdt trien du lich cua TP. Can Thd thdi gian qua, nhdm tdc gia dd xud't mot so' chie'n Itfde marketing dia phtfdng nham phdt ttien du lich TP. Can Thd, nhtf sau:
BANG 3: CAM NHAN CUA DU K H A C H VE PHAN PHOI Cficy^utlT
Kenh bdn hang tnfc tie'p tai dtJn vi cung iJng dich vu du lich
Kenh bdn hang gian tiep thong qua cac to chiJc trung gian du lich dam nhiem Su phoi hcJp cua cac dOn vi tham gia kinh doanh du lich trong qua trinh hoat dong phan phoi
Di^m trung binh 3.46 3,32 3,30
Mi7c d$ cam nli$n Hai long Hal long tmng binh Hai long trung binh
BANG 4: CAM NHAN CUA DU KHACH VE XOC TIEN DU L|CH Cac vlTu tg"
He thong cac kenh thong tin ve du lich ciia dia phifdng
Hinh thiJc va noi dung quang cao Chu'cJng trinh khuyen mai
To chii'c cac sif kien du hch cua dia phu'dng
^Bi^m tnmg binb 3.43 3,26 3,32 3,47
Mtfc d$ cam nh$n Hai long Hai long fnim" binh Hai long trung binh Hai long BANG 5: CAM NH^N CUA Dti K H A C H VE CHJNH QUYEN D|A PHtfONG i^W Cficylfnttf"''
Chinh quyen dia phu'dng quan tam diu tif phat tri^n du lich
Phoi hdp cac chu the dia phu'dng tham gia phat trien du lich
Quan ly moi tnrdng Quan 1^ an ninh, trat tif xa h6i Quin ly ve sinh, y te
'^&&va trims t^nh 3,74 3,35 2,96 3,93 3,30
Mtfc d$ cam nb^n Hai 16ng H^i long tmng binh Hai long tmng binh Hii Idng H^i long tmng binh BANG 6: CAM NH^N CUA DU K H A C H VE DAN CCT D|A PHCfdMG
CficviralS-*^ •' n- Su* thSn thien va men khach cua ngu'di dSn dia phu'dng
Ngifdi dan tham gia bao ve moi tnfdng, tai nguyen du Iich
Ngu'di dan tham gia giiJ gin an ninh, trat tU, an toSn xa hoi
Nhifng net van hoa truyen di^ng cua ngu'di dan dia phifdng
itf6ntnmsbiiih 4,i2 3,31 3,72 3,83
M.t«.tA.-Sind^<
HSi long Hai long tmng binh H^i Idng Hai Idng hguon Ket qua phan tich tLf 500 phieu phong van du kha'
Mdt Id, Chien lidfc marketing hinh tii^g dia phi&fng. Chie'n Itfdc nay rat quan ttgng, phai tao dtfdc net ddc ddo cua du lieh TP. Can Thd so vdi cdc dia phtfdng khdc. Theo dd, ngdnh du lich TP. Can Thd cd the chgn dia danh be'n Ninh Kidu la bieu ttfdng eua viing dd't Tdy Dd, bdi ndi day phong canh sdng ntfde hihi tmh, tdu thuyen xudi ngtfdc tao nen btfc tranh sd'ng ddng eua mien Tdy sdng ntfde. Co the ndi, al dd lijfng de'n du lich tai TP. Can Thd deu ghe bd'n Ninh Kieu, niem tii" hao ciia ngtfdi dan Can Thd.
Hai la, Chie'n Itidc marketing dgc trttng cda d\a phuang. TP. Can Thd, ndi hdi lu van minh sdng ntfdc Cu^ Long, vdi nhtfng vtfdn trai cay ttiu qua. nhffng di tich lich su", lang nghe truydn thdng, stf kien van hda le hdi dac sac thu hut ngdy cang nhieu du khdch dd'n trdi nghidm. Vdi dac trtfng do, TP. Can Thd can tap ttung khai thdc ke't hdp loai hinh du lich dtfdng sdng, du lich sinh thai va du lich van hda. Ben canh dd, TP. Can Thd cd vi tri trung tam kinh te', vdn hda, tdi chinh cua ca viing Dong bdng song Cu\i Long, rat thuan ldi de phdt
Economy and Forecasi Review
31
trien loai hinh du lieh MICE (loai hinh du Iich ke't hdp hdi nghi, hdi thao, trien lam, td chtfc stf kien).
Ba Id, Chien luac marketing cds&hg tdng. He thd'ng cd sd ha tang cua TP. Can Thd ngdy cang hoan thidn da tao dieu kien thuc day phdt trien du lich, gdp phan tao nen didn mao mdi cho Thanh phd. Tuy nhien, vdi nhu cau ngay cang eao eua du khach, ra't can stf quan tdm hdn ntfa cua chinh quyen dia phtfdng nham phdt tridn cd sd ha tang du lich, bang cdch: huy ddng moi ngudn vo'n de ddu ttf phdt trien san pham du lich ddc thii; xay dtfng cdc cdng trinh vdn hda gan vdi du heh; xdy dtfng cac dtf an du hch ttpng diem; bdo ve vd tdn tao tai nguydn du lich;
quang ba, xuc tien vd hdp tac, hdn kd't phat trien du lich.
Ddc bidt, can xay dtfng cd chd', chinh sdch thdng thoang de thu hut edc ngudn vo'n dau ttf, khuyd'n khich cac thdnh phan kinh te tham gia hoat ddng kinh doanh du lieh; chii trgng thu hut dau ttf ttf cdc tap dodn, cdng ty ldn ed dang cap qudc te la mdt htfdng dot phd, ma Thanh phd can tap trung thtfc hidn. Dong thdi, to chtfc cac dien dan, kdnh doi thoai hidu qua, thtfdng xuydn gitfa chinh quyen, nha dau ttf, vd ngtfdi dan nham kip thdi thao gd nhihig khd khdn, vtfdng mac ttong viec chuan bi dau ttf, lap dtf dn, cung nhtf ttidn khai dau ttf xdy duhg dtf dn.
Bd'n Id, Chien liigc marketing con ngtM cua dia phiOfng. Den vdi TP. Can Thd, du khdch khdng nhtfng dtfdC ttai nghiem cde hoat dgng du lich ddc dao cua mdt do thi ven sdng Hau, md cdn cam nhan dtfdc truyen thdng ydu ngtfdi md'n khdch cua con ngtfdi Cdn Thd "Ndng ddng - Nhan di - Hao hiep - Thanh hch". Ben eanh dd, ngtfdi Can Thd cdn dtfdc bid't dd'n bdi tinh cdch tdi tu", phdng khodng thdng qua loai hinh nghe thuat dien hinh cua dia phtfdng "Ddn ca tdi tiif". Day se la nhiilig dd'u an quan ttong ttong tdm tri du khach, khi mdt ldn dd'n vdi Cin Thd. Do dd, de phdt huy ye'u to con ngtfdi, TP. Can Thd can tdng ctfdng dau ttf cho cdng tdc dao tao, bdi dtfdng ngudn nhan Itfc du lich; ddng thdi, tuydn truyen nang cao nhan thtfc du lich bang nhieu hinh thtfc cho cong ddng dan ctf tham gia vao boat ddng du lich, nhdm ddp ting mong ddi va cam nhan cua du khach ve con ngtfdi Can Thd.
xd chii'c thtfc hi^n Chien Itfdc marketmg dia phtfcfng.
De thtfc hidn thanh cdng Chie'n Itfdc marketing dia phtfdng, nhdm phdt trien du lich TP. Can Thd, cin phdi cd stf phd'i hdp cua cdc chu the: chinh quyen dia phtfdng, doanh nghiep kinh doanh du lich va cdng ddng dan ctf dia phtfdng.
Chinh quyen dia phffdng: Giff vai trd dinh htfdng chid'n Itfdc vd quye't dinh stf phat trien cua dia phtfdng.
Theo dd, chinh quyen dia phtfdng lap quy hoach tdng the phdt trien kinh te - xa hgi; lap quy hoach phdt trien du iich gdn vdi phdt ttien Icinh te - xa hgi: to chtfc thtfc hidn dau X\S ke't cd'u ha tang du lich theo quy hoach tdng the; xdy dtfng cd chd', chinh sdch thu hiit dau ttf cho phdt trien du lich; phd'i hdp cdc chu thd dia phtfdng cung tham gia phdt trien du lich.
Doanh nghi?p kinh doanh du lich:
Thtfc hidn quang bd hinh anh, tinh hap dan ciia dia phtfdng, thtfc hidn cac hoat ddng marketing dia phtfdng theo ke hoach, ma dia phtfdng da soan thao.
Cgng dong ddn cff dia phffffng: Cd vai trd hd ttd d e h o a t ddng marketing dtfdc van hanh dd dang, thudn ldi hdn.
Theo dd, ngtfdi dan dia phtfdng tham gia bao vd mdi trtfdng, an ninh, trat ttf xa h0i tai dia phtfdng. Dong thdi, xay dtfng ne'p sd'ng vdn hda, giff gin hinh anh ngtfdi dan TP. Can Thd - iich stf, than thidn, vd md'n khach.
KET LUAN
Ket qua nghidn ctfu da ddnh gia dtfdc mtfc do cam nhdn eua du khdch ve hoat dgng marketing dia phtfdng tai TP. Can Thd. Du khach chi hai ldng d mtfc trung binh ddi vdi cdc thanh phan: Sdn phim du lich; Gid cd; Phan phoi; Xiic tid'n du lich; kha hdi long vdi stf tham gia hoat dgng marketing ciia Chinh quyen dia phtfdng, Cgng ddng ddn ctf dia phtfdng.
Thong qua dd, nhdm tdc gia da dd xua't mot so' gdi y chid'n Itfdc markedng dia phtfdng giup TP. Can Thd dinh hinh dtfdc hinh anh, dde trimg, cd sd ha tang vd con ngtfdi cua dia phtfdng. De thtfc hien thanh cdng Chie'n Itfdc marketing dia phtfdng, cin cd stf phdi hdp chdt ehe giffa cac chu thd: Chinh quyen dia phtfdng; Cgng ddng doanh nghidp; Ddn ctf dia phtfdng, nhdm ddp tfng stf ky vgng va cam nhan trai nghidm ciia du khdch ve du lich TP. Can Thd.Q
T A I X i t U THAM KHAO
1. SdVanhda, The thao va DulichTP. CanThd (2019). Bdo cdo tdng ke't cdng tdc van hda. the thao vd du lich TP. Can Tha ndm 2019
2. Kotler, P. (1986). Mega-marketing. Harvard Business Review. 64(3). 117-124
3. Kotler, P., Hamlin. M.A., Rein, I. and Haider, D.H. (2002). Marketing Asian places Atiracting investment, industry, and tourism to cities, stales, and nations. John Wiley and Sons., Nc-. York
4. Wang, Y., and Pizam, A. (2011). Destination Marketing and Management: Theonvs and Application, CABI, New York
