Manual for Training course on Tourism Product Development and Good Marketing Practices

TOURISM PRODUCT DEVELOPMENT
AND GOOD MARKETING PRACTICES
KEVIN MORIARTY
SENIOR TOURISM TRAINER
JULY 2014

TOURISM PRODUCT DEVELOPMENT AND GOOD
MARKETING PRACTICES WORKSHOP.

INTRODUCTIONS
• KEVIN MORIARTY FROM DUBLIN IN

BY THE END OF THE WORKSHOP YOU WILL
BE ABLE TO :
• Identify and present the main markets and motivations of
international and domestic visitors.
• Understand what a tourism product is and how to bring it to market
• Explain visitor needs and expectations of international and domestic
visitors
• Identify and present the main tourist attractions their province.
• Review list and analyse the main competition to Vietnam tourism
and in their province.
• Identify and list the different tourism distribution channels.
• Prepare a marketing action plan for the province.

BY THE END OF THE WORKSHOP YOU
WILL BE ABLE TO:
• Prepare a positioning statement for their tourism
province.
• Understand and be able to interpret the marketing
planning process.
• Prepare a Tourism marketing plan for their province and
be able to support individual businesses in preparing
marketing plans.
• Identify the most appropriate and efficient digital
marketing methods

WORKSHOP CONTENT
• What is a tourism product ?
• What is a tourism market ?
• What is a market segment ?
• Why do tourists come to Vietnam ?
• How can we present it to attract more tourists?
• What are the competition doing?
• How can we prepare a marketing plan for the Province?

MARKETING PLANS
Enterprise /Business level Plans
Province or Regional level Plans
Vietnam Tourism Marketing Strategy Action Plan 2013-
2015

WHAT IS YOUR NAME AND WHICH
PROVINCE ARE YOU FROM?
WHAT IS YOUR ROLE?
WHAT WOULD YOU LIKE TO HAVE
ACHIEVED BY THE END OF THE
WORKSHOP?

WORKSHOP AGENDA
DAY ONE OVERVIEW OF PRODUCT
DEVLOPMENT AND MARKETING
DAY TWO PRODUCTS AND EXPERIENCES
AND PRODUCT MARKET MATRIX
DAY THREE ADVERTISING PROMOTIONS
AND CHANNELS TO MARKET
DAY FOUR FIELD TRIP AND GROUP
WORK
DAY FIVE MARKETING PRESENTATIONS
AND CONCLUSION

DAY ONE AGENDA
• TYPES OF TOURISM
• TOURISM IN VIETNAM
• VIETNAM TOURISM MARKETING STRATEGY
• SEGMENTATION AND CUSTOMER NEEDS
• TOURISM PRODUCTS AND MARKETS IN
VIETNAM

TOURISM…
…entails movement of people to
countries or places outside their
usual environment…
…for at least one night…
…for personal or business /
professional purposes.

TOURISM INVOLVES MANY GOODS AND
SERVICES
Food & drink
Natural attractions
Cultural attractions

TYPES OF TOURISTS
Leisure
Visiting friends and
relatives
Holiday
Business
Meetings, Incentives,
Conventions & Events
General

COMMON TYPES OF LEISURE TOURISM
Adventure tourism
Mainstream package
tourism
Ecotourism
Cultural tourism

TOURISM IN YOUR PROVINCE
HOW IS TOURISM PERFORMING IN YOUR PROVINCE?
CONSIDER WHAT IS UNIQUE AND SPECIAL
HOW IS TOURISM PERFORMING IN YOUR
PROVINCE?
STATE ONE SUCCESSFUL ACTIVITY IN
MARKETING TOURISM ABROAD OR AT HOME

MARKETING OBJECTIVES 2013-16
• Marketing objective 1: To position Vietnam as a must-visit tourism
destination in South East Asia based on its key brand values and products
(culture, cities, coast and mountains) in Asian and selected Western
markets, and to ensure it remains the preferred holiday destination for
Vietnamese residents.
• Marketing objective 2: To effectively communicate the diversity of
Vietnam’s product offerings and its main tourism regions; to increase visitor
length of stay and local expenditure, and to attract return visitors (‘taste
more of Vietnam’).
• Marketing objective 3: To effectively manage cooperation with the private
sector, to target growth segments and new markets that can be cost-
effectively reached.

POSITION AND BRANDING
• Key findings from a 2011 Vietnam Tourism Image and
Competitiveness Survey reveal that
• Culture
• People
• Cuisine
• Adventure
• Hospitality
• Are important factors in deciding to holiday in Vietnam

SELLING PROPOSITION
• Whilst Vietnam’s unique selling proposition has not been clearly
defined, those who are familiar with the destination know that it is:
• Very different to Thailand (a soft, smooth, luxurious image)
• Very different to Malaysia (prosperous, Islam-dominated yet also
‘truly Asia’)
• Different to Singapore with its developed and prosperous urban and
contemporary image.
• The of Vietnam lies in its rich and varied culture, its
delicious cuisine, strong spirit of independence and its continuing
vibrancy and energy in rebuilding itself.

VISION FOR TOURISM
Achieves growth in
market share with a
higher yield
Has a pristine physical
environment
Offers accommodation
that is diverse in its
character
Has key iconic
attractions to entice
visitors
Delivers a range of
authentic experiences
in a friendly engaging
environment
Demonstrates and
delivers continuous
product innovation
Makes a contribution to
the development of the
economy nationally and
regionally

INTERNATIONAL CUSTOMER TRENDS
• A more sophisticated and travel wise
consumer
• More frequent and shorter trips
• Holiday destinations determined by
hobbies interests and discovery
• A strong desire for value

BRAND PRODUCTS
CULTURE COAST ECO BASED CITY BREAKS

BRAND PRODUCTS
• Need to target higher spending longer staying tourists in target markets :
Culture
Coast
Eco based
City breaks
Which Brand Products are there in your Province?

BRAND PRODUCTS
• IDENTIFY WHICH ARE THE MOST IMPORTANT
BRAND PRODUCTS IN YOUR PROVINCE

WHERE DO OUR INTERNATIONAL TOURISTS COME
FROM ?
RANK COUNTRY ARRIVALS
1. China 1,428,693
2. South Korea 700,917
3. Japan 576,386
4. USA 443,826
5. Taiwan 409,385
6. Cambodia 331,939
7. Malaysia 299,041
8. Australia 289,844
9. Thailand 225,866
10. France 219,721
Vietnam General Statistics Office, in 2013

DELEGATES TO COMPLETE THE
INTRODUCTION EXERCISE
• 10 QUESTIONS
• WORK TOGETHER IN GROUPS OF 6
• 10 MINUTES TO COMPLETE

UNDERSTAND, INTERPRET AND APPLY IDEAS AND
MODELS TO DEVELOP NEW PRODUCTS AND
EXPERIENCES
DESTINATIONS
PRODUCTS AND
EXPERIENCES
LEISURE
OR
BUSINESS FOOD DRINK
ACCOMMODA
TION
TRANSPORT
RETAIL
EXPERIENCE
CULTURE
HERITAGE
PEOPLE
SERVICE
UNIQUE
DIFFERENT
AND
AUTHENTIC
THE
EXPERIENCE –
STORY
INTERPRETATI
ON AND
BUNDLING
VISITOR
JOURNEY
AND
ITNINERARY
THE
PROMISE v
THE
REALITY

UNDERSTAND, ANALYSE AND APPLY MARKET
ANALYSIS AND MARKET SEGMENTATION .
MARKETS
VISITORS
AND TRAVEL
TRADE
INTERNATI
ONAL
DOMESTIC MARKETS-
CHINA KOREA
USA TAIWAN
AUSTRALIA
FRANDE
GERMANY
PERSONA’S
VIRTUAL-
CUSTOMER
JOURNEYSRESEARCH –
WHAT DO
WE KNOW
ABOUT
THEM?
MOTIVAITIO
N AND
NEEDS –
WHY DO
THEY COME
ACCESS
INFORMAT
ION
MESSAGES

WHAT IS A MARKET SEGMENT?
• A group of people that share characteristics
• We segment a broad market into subsets of
consumers who have common needs
• -by geography
• -by age gender income
• -by lifestyle and behaviours
• -by needs and motivations

OUR VISITORS-WHAT DO WE KNOW ABOUT THEM
VISITOR SURVEYS
TRENDS AND RESEARCH
TRIP ADVISOR AND SOCIAL MEDIA

TARGET MARKETS
• Asia-Pacific – The nearby markets of North East Asia (China,
Japan, South Korea), South East Asia (Singapore Malaysia,
Indonesia, Thailand), and Australia
• Western markets – Western Europe (France, Germany, Great
Britain, the Netherlands, Spain and Scandinavia); North America
(United States and Canada), and Eastern Europe (Russian
Federation, Ukraine)
• Domestic Market

MARKETS
33
Domestic
market
Near Asian
markets
Australasia Europe &
North
America
Russia,
China

EXERCISE
• Which market segments are the main visitors
to your province?

DOMESTIC MARKET SEGMENTS IN VIETNAM
1. Domestic: Sub-Markets:
“On Holiday”:
Characteristics: Travel as
a family, during national
holidays and annual
holiday periods
Motivations: Relaxation,
entertainment, visiting
main attractions:
Expectations: Good food,
adequate accommodation,
shopping opportunities,
fair prices
“Day Trippers”:
Characteristics:
Independent travel by
fami-lies and friends in
private vehicles for 1 day,
usually on weekends or
national holidays.
entertainment, visiting
main attractions:
good services, ease of
travel

INTERNATIONAL MARKET SEGMENTS
2. International: Sub-Markets:
International Short-Haul:
“On Holiday”:
Characteristics: Traveling
in organized groups or with
family and friends. Shorter
trips, few destinations
entertainment, vis-iting
main attractions,
shopping
Expectations: Superior
food and accommodation,
“Mixing Businesses with
Pleasure”:
Characteristics:
Individual and independent
business travel-ers adding
some tourism activities to
their trip.
Motivations:
Entertainment, visiting
main attractions,
relaxation
Expectations: Quality
services and products.
Ease of travel

INTERNATIONAL MARKET SEGMENTS
International Long-Haul:
“1st Timers”:
Characteristics:
Individual or group travel
for 1 week or more,
utilizing a variety of travel
means and many
destinations
Motivations: Visiting main
attractions, cultural and
natural features
adequate
accommodation, fair
prices, variety
“2nd Timers” + “Crowd
Avoiders”:
Characteristics:
Individual or small group
travel – usually self-
organized for 1 week or
more, usually spending
more time in fewer
destinations
Motivations: Authentic
experiences and specific
activities (i.e. trekking,
caving)
Expectations: Adequate
accommodation, good
food and services,
authenticity and personal
experiences

MARKETS
38
Domestic
market
Near Asian
markets
Australasia Europe &
North
America
Russia,
China

UNDERSTANDING THE TOURIST
VISITORS
MOTIVATION
MINIMUM
REQUIREMEN
TS
DIFFERENTIAT
ORS
BARRIERS
TO
VISITING ?
WHAT ARE
YOU GOOD
AT?
DOES IT
MOTIVATE
THE
VISITOR?

TOURISTS-WHAT ARE THEIR CONCERNS?
• how do you get around?
• how far is it from Hanoi to ho chi min city?
• how do you get to see the temples?
• what are home stays?
• do you speak French in Vietnam?
• do you take dollars?
• is it safe?
• is it clean?
• will I get hassled or ripped off?
• where’s the best beach?
• can you drink the water?
• where can I go to get away from the other tourists?
• where can I get a real Vietnamese experience?
• is it this hot everyday?

TOURISTS –WHAT ARE THEIR CONCERNS?
CAN YOU THINK OF ANY OTHER
CONCERNS TOURISTS MAY HAVE?

MARKET SEGMENTATION AND
RESEARCH

CASE STUDY MARKETS AND SEGMENTS
Great Britain (GB)
• large market
• Strong cultural interests
• Good air and sea access
• 82% use internet
• 50% of online purchases are travel
• High interest in visiting SE Asia

INCREASE IN UK VISITORS
• Trailfinders (trailfinders.com) saw its highest bookings ever
for Vietnam in January 2014, following a steady increase in
interest in the country during recent years.
• The operator said the rise is largely due to the introduction
of direct flights from London in 2011 and “clients choosing
bespoke private car and driver tours as they offer complete
freedom and flexibility without the hassle of 'going it alone'.”
• Vietnam now ranks in Kuoni’s top 15 destinations for British
travellers, at number 14. It was 23rd in 2011 and is one of
three countries that Kuoni judged to be the fastest-growing
in popularity last year, the other two being Mexico and
Cuba.

Germany
• World’s largest travel market
• Longest length of stay-
• Looking for new destinations
• 79% use the internet
• Like detailed information in German

France
• 67% of all online purchases are travel
• Like information in French
• 7.5 weeks annual leave / year
• Historical and cultural linkages
• 4 holidays / year, 1.5 of which are abroad

THAILAND
• Let us describe the visitor from Thailand
• What segments are there?
• Where do they like to go?
• What do they like to do on holidays
• How long do they go for?
• Do they travel in groups or couples?
• How much do they spend ?
• How would they get to Vietnam?

UNDERSTAND, INTERPRET AND APPLY IDEAS AND
MODELS TO DEVELOP NEW PRODUCTS AND
EXPERIENCES
DESTINATIO
NS
PRODUCTS
AND
EXPERIENCES
LEISURE
OR
BUSINESS FOOD DRINK
ACCOMMOD
ATION
TRANSPORT
RETAIL
EXPERIENC
E CULTURE
HERITAGE
PEOPLE
SERVICE
UNIQUE
DIFFERENT
AND
AUTHENTIC
THE
EXPERIENCE
–STORY
INTERPRETAT
ION AND
BUNDLING
VISITOR
JOURNEY
AND
ITNINERARY
THE
PROMISE v
THE
REALITY

WHAT IS A TOURISM PRODUCT ?
NARROW DEFINITION
What the tourist buys
WIDER DEFINITION
The combination of what the
tourist does at the destination
and the services used

HOW THE UNEP DEFINES TOURISM
PRODUCTS
Experiential factor Emotional factor Physical factor

TYPES OF TOURISM PRODUCTS
Natural tourism products
Man-made tourism
products

TYPES OF TOURISM PRODUCTS IN
VIETNAM
Others?
Picture sources:
http://www.flickr.com/photos/barbararich/96982409/; http://www.flickr.com/photos/chericbaker/4446189110/; http://www.flickr.com/photos/matthieu-aubry/1242936011;
http://www.flickr.com/photos/lintmachine/2386330877/; http://commons.wikimedia.org/wiki/File:VietnamCombatArtTheLadiesbyDavidFairringtonCATVI1968.jpg;
http://en.wikipedia.org/wiki/M%E1%BB%B9_S%C6%A1n; http://en.wikipedia.org/wiki/Vietnamese_cuisine; http://commons.wikimedia.org/wiki/File:Hiking_at_highest_peak_in_Kosova_-_Gjeravica.JPG;
http://en.wikipedia.org/wiki/Sea_kayak; http://pixabay.com/en/diver-light-diving-silhouette-sea-108881/; http://www.flickr.com/photos/whltravel/4303957860/;
http://www.flickr.com/photos/agapbulusan/2418856362/; http://en.wikipedia.org/wiki/Hmong_people

DAY ONE MODULE 3
CASE STUDY ON
PRODUCT/MARKET MATCH

CASE STUDY
GERMAN AUSTRALIAN KOREAN AMERICAN
Mr and Mrs Schmidt
are retired in their
mid-50’s. They always
wanted to visit
Vietnam and SE Asia.
They have seen an ad
in their travel agent
which shows
beautiful landscapes
and scenery, They are
interested in finding
out about the culture
and learning new
things about the
country. They are
relatively well off and
have plenty of time.
Jack is a 30 year old
I.T. Consultant and
wants a break from
his high pressure job
in Sydney. His friends
have recently
returned from a short
break in Vietnam and
he has decided to go.
As a well paid
consultant price is not
an issue but he does
want an action packed
time.
Ye –jun and Ji-hu are
Korean executives
who regularly go for
short breaks. This
time they have
decided to go to
Vietnam for a
refreshing break. Like
most executives they
like luxury and great
service but also like to
play golf and keep in
contact with their
offices.
Chuck and Carol are
fascinated by what
they have heard at
school about
Vietnam’s history and
culture and have
decided to go with a
group of their friends
for 10 days. They
always look for good
value and want to
boast about their
holidays when they
get back home.

DAY ONE MODULE 4
GROUP WORK ON CASE STUDY

TOURISM PRODUCTS
• What are the main tourism products in your
province?
• Which segments of tourists do they attract?

DEVELOPING NEW TOURISM PRODUCTS
Understand
international
consumer
needs and
trends
Identify target
consumer
segments
Benchmark
Vietnams
product
against
competitors
Use key
Brands to
respond
to needs
Develop
tourism
products

PRODUCT DEVELOPMENT
• WHAT CURRENTLY EXISTS THAT YOU CAN ADD TO OR REPACKAGE
OR PUT TOGETHER WITH OTHER PRODUCTS TO CREATE A NEW
EXPERIENCE
• BEACH NATIONAL PARK TEMPLES SHOPPING FOOD TOUR
• RIVER BOAT CITY EXPLORE MARKETS ART AND PUPPET DANCING

EXAMPLE OF PRODUCT DEVELOPMENT
• There has been a demand for unusual but
authentic tours, such as Saigon After Dark,
where travellers can visit local eateries on the
back of a scooter with a guide, sampling food
and finishing the evening at a local music venue.
• Think of another example of a creative product
such as this one.

SEGMENT AND WHAT ARE
THEY SEEKING?
WHAT IS AVAILABLE IN THE
PROVINCE?
WHAT ARE THE GAPS IN
PRODUCT AND EXPERIENCE?

WHAT IS TOURISM PRODUCT-MARKET MATCHING?
• Connecting the characteristics,
motivations and expectations
of market segments with
suitable tourism products
• To ensure sustainability,
products should also be
matched with development
opportunities and objectives of
the host destination
Tourism product
• Entertainment and relaxation
• Culture
• Nature
• Adventure
• Education
Tourism market
•Characteristics
•Motivations
•Expectations

RESULTS OF PRODUCT-MARKET MATCHING
Domestic day trippers
• Entertainment products
• Relaxation products
Domestic
Entertainment products
• Cultural products
• Nature products
International
entertainment products
• Nature products
• Learning products
International mixing
business with pleasure
International first timers
• Nature products
International 2nd timers and
crowd avoiders
• Nature products
• Adventure products

NEW TOURISM PRODUCTS
• http://www.newzealand.com/ie/things-to-do/
• http://www.visit-canada.com/

CASE STUDIES
• MEKONG DISCOVERY TRAIL
• SOUTH CAROLINA
• IRELAND’S NATIONAL DAY

MEKONG DISCOVERY TRAIL
The Mekong Discovery Trail is an ecotourism destination in
northeast Cambodia. The
180km long themed trail has been developed to link a series of
local and regional
attractions and to enable marketing to key target markets. The
trail consists of a number
of smaller trails radiating out from major gateway towns which
each have the capacity to
offer a range of visitor accommodation and services.

IRELANDS NATIONAL DAY
• Ireland’s National Day March 17 and has
become an Iconic festival lasting over 5days!
• music,culture,education,entertainment,
parades, eating and drinking all combine to
form a unique festival which attracts 600,000
international visitors.
• International publicity is worth over 20million
euro
• Turning buildings green all over the world

SOUTH CAROLINA
The State of South Carolina was faced with the
fact that it did not enjoy a cohesive
identity from a tourism perspective. It was seen
as a group of administrative regions
encompassing a diversity of destinations,

TOURISM PRODUCT (UNWTO)
• Flagship Products: are important tourism sites that are capable of
providing attractions powerful enough to be the main
purpose/destination for visitors. Flagship Products play an important
role in defining the overall tourism product of a region.
• Tourism Hub Developments: Are logistical points where tourists tend
to congregate and provide a starting point from where to visit other
attractions or activities in the area.
• Product Clusters: of development: Cluster development refers to a
grouping of attractions and activities in a geographic area or are
linked through a common theme or interest.
.

TOURISM PRODUCT (UNWTO)
• Circuits: Are routes traveled by tourist that are often
linking theme or interest, or connect a series of tourism
centers or attractions. Successful circuits provide distinct
attractions and activities supported by a range of
facilities located in particle points along the way.
• Events and Festivals: Can be particularly useful for
offsetting seasonal imbalances, improv-ing international
perception and image, or attracting visitor segments to
whom the destina-tion’s other attractions do not appeal

FUNCTION
Tourism hub
development Product
clusters of
development
Supporting
products
Circuits
Festivals and
events
Flagship
products

TOURISM PRODUCT TYPES
• Entertainment and Relaxation-Based Products: Including
activities such as shopping, dining, nightlife, sports,
relaxation, and attractions
• Cultural-Based Products: Including local food, history,
ethnic minorities, arts,
• Nature-Based Products: Including Ecotourism
experiences based on adventure or learning, and
sightseeing.
• Adventure: These are often termed either “Soft” and
“Active” adventure based on the level of exertion
required to partake in the activities.
• Education-Based Products: For tourists looking for a
more in-depth appreciation of different aspects, of
culture, history, natural science.

EXERCISE DAY ONE MODULE 6
WORKSHEET FOR MARKET SEGMENTATION

PRODUCT DEVELOPMENT
• We have beaches …..so do ………
• We have culture and temples…so do ……
• We have great cities…….so do …….
• What do we have that is unique to Vietnam?

PRODUCT INNOVATION
• Without new product development in a
destination tourists will not be attracted and go
to other destinations
• Vital that the private sector are supported to
invest in new products eg
• New Zealand –adventure and activity
• Singapore –retail and culture
• South Africa-landscape and natural beauty
• Oman –adventure and and sustainable tourism

DEVELOPING NEW PRODUCTS
Consider –
What do tourists want and what are the latest trends?-
learning, unique, authentic , short time..
Natural or man made?
What do we have that is not utilised?
What are the competition doing?

PACKAGING AND BUNDLING TOURISM
PRODUCTS
• Determine the theme of your package eg motorbike,
adventure, discovery
• Decide on the various elements of the package based on
what the target customer wants
• Give the package a catchy name, that will show what is
on offer
• Test it out
• Promote and market package

DAY TWO AGENDA
Product development checklist
Product development criteria
Expectation versus Reality in Tourism
Competitor Analysis
Introduction to marketing
communications

CHECKLIST FOR PRODUCT DEVELOPMENT
I. . Core Product Features:
1. Accessibility How easy is it for tourists to get to the site
2. Attractions Quality of main attractions that tourists are
coming for
3. Activities What other activities can the tourists do at
the site
4. Main Services What are the required tourism services
available
5. Supporting Services What additional services are there that
make it more convenient for tourists
(i.e. post office, beauty parlour, small
convenience shop, …)

CHECKLIST FOR PRODUCT DEVELOPMEMT
1. Authentic How genuine and representative of the
region is the product
2. Distinct How unique and special is the product
3. Variety Is there a good mix of attractions,
activities, services?
4. Seasonal Factors Weather, too crowded during the busy
season,…
5. Product Function Flagship, Hub, or Supporting Product
and how does it fit the overall regional
6. Lifecycle Stage The product’s point of development, i.e.
Emerging, Established or in Decline

DAY TWO MODULE 7
INSPIRING EXPERIENCES AND ITINERARIES
EXERCISE

DAY TWO MODULE 7/8 GATEWAY HUB
• VUNG TAU HAS OFTEN BEEN PROMOTED AS A PLACE TO
RELAX AT THE BEACH FOR A FEW DAYS AS PART OF A TOUR
OF VIETNAM OR BEFORE FLYING HOME. IF WE RETHINK THE
POSITIONING OF TOURISM IN THE PROVINCE WE CAN
DEVELOP A WIDER MORE AUTHENTIC EXPERIENCE FOR
TOURISTS WHICH WILL KEEP THEM IN THE PROVINCE
LONGER AND SPENDING MORE.
• HOW CAN YOU POSITION VUNG TAU AND THE SURROUNDING
PROVINCES TO BE MORE THAN A BEACH RESORT?

TOURISM PRODUCT
Accommodation, Car hire, Attractions, Activities, Events, Restaurants
DIRECT
Online
•Own website
•Email
•Internet
booking engine
•Mobile
•Social media
Offline
•Phone
•Walk-in
INDIRECT
•Incoming Tour
Operators
•DMCs
•PCOs
•Tour Operators
•Travel Agents
•Handling Agents
•Online Travel
Agents (OTA)
•3rd party
websites
CUSTOMER / TOURIST
And / Or

TOURIST EXPECTATIONS
• When tourist go on holiday they have
expectations –which have been informed by
marketing and promotions
• When these expectations are not met they either
complain, tell other tourists and don’t come back
• Like wise when the expectations are met or
exceeded they tell more people and return

• Give an example of when tourist expectations
have been met and one when they have not
been met.
• What were the different reasons for this

DAY TWO MODULE 8
EXPECTATIONS VERSUS REALITY EXERCISE

TOURISTS-EXPECTATIONS AND REALITY
…………………………….VIETNAM –ENDLESS CHARM?
“ beautiful scenery, friendly and gentle people, best food you can get,
miles and miles of unspoilt sandy beaches, captures everything that is
good about Asia, charming Hanoi, most dramatic scenery, dramatic
mountain passes, emerald waters of Halong Bay, different from anywhere
else, discover the unknown charm, tribal clans from ancient times”.
TOURIST REALITY
“Overcharged by taxi driver, couldn’t see anything –all mist and rain,
overcrowded and too much traffic, had to pay to take a photograph, the
travel agent promised me everything and didn’t deliver, it looked pretty
much the same as any SE Asia county-beaches jungle, and markets, I
was expecting something different but I just couldn’t find out where to
go, If only I had a decent map,”

PEOPLE IN TOURISM
• The biggest influence on the tourist positive
experience is the people that the tourist
meets and engages with.
• The friendliness and interest of local people
and tourism workers seems to have a big
impact on how tourists rate their holiday and
the likelihood that they will return.

Existing products New products
4 KEY PRODUCT DEVELOPMENT
OPTIONS
ExistingmarketsNewmarkets
Market
penetration
Sell more of an
existing product
to an existing
market
Product
development
Sell a new or
improved
product to an
existing market
Market
development
Sell existing
products to a
new market
Product
diversification
Sell new
products to new
markets

TOURISM MARKET SEGMENTS IN
VIETNAM MATCHED TO PRODUCT
TYPES
ENTERTAINMENT
RELAXATION
CULTURE
NATURE
ADVENTURE
LEARNING
DOMESTIC
Day trippers from Hanoi  
Holidayers    
Phuot   
INTERNATIONAL
Holidayers     
Mixing business with pleasure   
First timers   
Second timers + Crowd avoiders    
PRODUCT TYPE
MARKETSEGMENT

RESULTS OF PRODUCT-MARKET
MATCHING
Domestic day trippers
Domestic
Entertainment products
• Nature products
International
entertainment products
• Nature products
International mixing
business with pleasure
International first timers
• Nature products
International 2nd timers and
crowd avoiders
• Nature products
• Adventure products

COMPETITOR ANALYSIS
COMPETITOR
COUNTRY
STRENGTHS WEAKNESSES VIETNAM + or - VIETNAM USP
THAILAND
LAOS
MALAYSIA
CAMBODIA

DAY TWO MODULE 10 COMPETITOR
ANALYSIS EXERCISE

COMPETITION FOR SAFETY AND
SECURITY
• Thailand is beginning to recover after the
recent turmoil,” Gardner said. “But
throughout that stumble, and troubles
elsewhere, Vietnam has sharpened its profile
as the region’s most safe and secure
destination. Safety and security is far more top
of mind for travelers today than it was 10 long
years ago.”

DEVELOPING NEW TOURISM
PRODUCTS
To
existing
markets
• Strategy: Expand on
products in destination
and promote to existing
market segments
To new
markets
• Strategy: Attract new
markets with strong
growth potential
Picture source:
http://www.flickr.com/photos/dalbera/4410383427/

MARKETING COMMUNICATIONS
• Marketing communications is about taking your message and finding the
best way of getting it in front of the potential tourist
• It is about putting the best image of what would attract a tourist to your
destination
• It can take the form of print advertising, social media pay per click, banner
advertising, google ads email marketing,
• It isn’t all about price –tourist don’t want cheapest they want good value for
money.

MATCH THE MESSAGE TO THE
SEGMENT
• Message
• “Come and relax”
• “Find adventure and fun”
• “Learn about our culture”
• “Discover our hidden
temples”
• “Meet our friendly local
people”
• Segment

DAY THREE AGENDA
Creating good content through good stories
Communications with tourist
Prepare your brochure
Marketing plans for businesses
Working with partners in the
private sector

CREATIVE THINKING IN
MARKETING

UNDERSTAND AND EVALUATE MAIN APPROACHES
TO MARKETING AND COMMUNICATIONS
MARKETING
AND
COMMUNICAT
IONS AND
CHANNELS
PROMOTIO
N
ADVERTISI
NG AND PR
CHANNEL
S DIRECT
AND
INDIRECT
SOCIAL
MEDIA
DISTRIBUTIO
N –TRADE,
ON-LINE, 3RD
PARTY
MESSAGES
VISUALS
VIDEO
STORIES
NATIONAL
MESSAGE
AND IMAGE

Promotion in tourism marketing
• Aims to influence, inform, and / or persuade
• Usually a mix of:
– Advertising
– Public Relations
– Personal selling
– Sales Promotions
• Promotional mix depends on consumer profile -
what do they read, where do they go, who
influences them..?

Their World: Promotions:
The Net Generation/iGeneration : Children spend more
time sitting in front of screen-based media than any other activity besides
sleeping - wired but disconnected

IT’S ALL ABOUT CONTENT !!!
• imagery –great photos
• video –yours or your customer’s
• the story-what is the experience
-what is unique
- what is authentic
• captions –to reflect needs and motivations
• call to action –book / call /go online

CONTENT
• Internet search to find good content
• For good examples we will go to Australia New
Zealand Thailand Canada and Ireland

CREATE YOUR BROCHURE EXERCISE DAY THREE
MODULE 14
1. Choose a market segment
2. Identify their needs and motivations
3. Consider any barriers
4. Create a new story-or present a new idea about your
province
5. Find great imagery/videos
6. Write up content
7. Use photoshop etc to prepare
8. Check that it relates to national strategy and objectives.

BRAND PRODUCTS
CULTURE COAST
ECO
BASED
CITY
BREAKS

SOCIAL MEDIA
• FACEBOOK
• TRIPADVISOR
• SPOTIFY
• TWITTER
• IMAGERY AND VIDEOS ARE DRIVING SOCIAL
MEDIA

MARKETING PLANNING PROCESS
1.IDENTIFY BEST
MARKET SEGMENT
FOR GROWTH
2. RESEARCH NEEDS
BEHAVIOUR AND
MOTIVATIONS
3.MATCH CURRENT
PRODUCTS OR
CREATE NEW
EXPERIENCES
4.REVIEW
COMPETITION
5.CLUSTER
PRODUCTS
REPACKAGE EXISTING
6.CREATE YOUR
CONTENT/MESSAGE
MAKE IT VISUAL
7.ON LINE OR OFF
LINE COLLATERAL
8.SET OBJECTIVES
AND ACTIONS
IMPLEMENT
ACTIONS

MARKETING PLAN
1. CARRY OUT SWOT ANALYSIS,ANALYSE
EXISTING TOURISTS, ANALYSE COMPETITORS
2. DECIDE STRATEGY –NEW MARKETS OR NEW
PRODUCTS,
3. SET OBJECTIVES AND PREPARE ACTION PLAN

SWOT ANALYSIS
Strengths Weaknesses
Opportunities Threats

SWOT ANALYSIS
• Carry out a swot analysis of your province
• Strengths –location, access, plenty of product –accommodation, seafood
restaurants, high quality resort, attractive countryside, many temples.
• Weaknesses-overcrowded, lack of facilities, weak shopping facilities, poor
night life, short length of stay, poor beach management
• Opportunities- work with other provinces, promote local festivals, package
new product, promote unique features, develop water based activity,
develop website
• Threats- poor water quality, low season performance, competitors
promotional campaign.

Marketing Objectives
Identify three to five major objectives to help you maintain share or grow parts of
your business.
1. Increase occupancy and room rate during low season by 10%
2. Target domestic visitors to stay during festival in village and prepare a
package –festival and accommodation
3. Develop a special promotion to increase international visitors from
Korea/Thailand by 10% through on line marketing
4.
5.

Marketing
Objectives
Actions required to
achieve Objectives
Key Metrics Responsibility Budget Timeframe
Objective 1
Objective 2
Objective 3
Objective 4
Marketing Action Plan 2015

Segment Comment on growth potential
International –Australian
and Koran markets
Both markets likely to increase this year due to
improvement in home economies
IDENTIFY YOUR KEY CUSTOMER SEGMENTS YOU
WISH TO TARGET IN 2015

Market Segment:
Marketing Objective:
Key Communications Tools
Offline Tools
Online Tools
Key Metrics
Distribution Channel
Pricing Strategy
Actions required to Achieve
Marketing Objectives

Private sector engagement with
destination tourism authorities
A. Participate in
public sector
organised
conferences,
meetings &
fourms
C. Participate in
public sector
surveys /
research
B. Participate in
destination policy
& planning
processes
D. Engage in
public-private
partnerships
Picture sources:
http://en.wikipedia.org/wiki/Handshake
http://rmbr.nus.edu.sg/news/index.php?phrase=heok%20hui&start=10&category=
http://www.flickr.com/photos/mhcseattle/1111568504/
http://www.flickr.com/photos/ilri/7549725204/

WHY DO WE NEED PUBLIC/PRIVATE
PARTNERSHIP
• Public sector has good information and
knowledge about tourism which the private
sector needs for investment
• Public sector can lead and support the
direction of tourism to ensure it is sustainable
• Public sector can have a national view of
tourism –not just business focus
• Public sector can have longer term view-
strategic –of tourism

ROLE PLAY DAY THREE MODULE 16 EXERCISE
YOU ARE MEETING WITH A
TOURISM PROVIDER –(HOTEL,
TRAVEL AGENT, TOUR OPERATOR),
TO EXPLAIN TO THEM VIETNAM’S
MARKETING STRATEGY FOR
TOURISM AND ALSO HOW THE
PROVINCES SHOULD BE
MARKETED.

DAY FOUR AGENDA
 FIELD TRIP TO TOURISM PROVIDERS
RECAP ON MAIN LEARNING OF THE WORKSHOP
TO DATE
 SUMMARISE KEY ELEMENTS OF PRODUCT
AND MARKETING
PREPARING ACTION PLANS FOR
YOUR PROVINCE

ACTION PLANS. PRIORITY ACTIONS IN YOUR
PROVINCE
1. CONSIDER THE MAIN TOPICS OF THE WORKSHOP
 Tourism marketing strategy
 Market segmentation, visitor needs and behaviour
 Products and Experiences-existing and new product
 Visitor journey –flagship, hubs, clusters
 Authentic Vietnam experience
 Competitor analysis
 Marcomms- message, story and imagery,
 Brochures and promotional collateral
 Marketing Plans
2. IDENTIFY WHAT IS A PRIORITY ACTION IN TOURISM IN YOUR
PROVINCE
3. USE THE TEMPLATE TO DESCRIBE WHAT YOU WILL DO
4. WORK IN PROVINCE/CROSS PROVINCE GROUPS

ACTION PLANS AND PRESENTATIONS
• CARRY OUT A SWOT
• IDENTIFY YOUR BEST MARKET SEGMENTS
• IDENTIFY YOUR BEST PRODUCTS AND EXPERIENCES
• CARRY OUT A COMPETITOR ANALYSIS
• IDENTIFY ONE NEW EXPERIENCE OR PRODUCT FOR
THE PROVINCE
• COLLECT SOME NEW IMAGERY FOR THE PROVINCE
• CREATE A NEW MESSAGE OR STORY ABOUT YOUR
PROVINCE
• PREPARE A BROCHURE OUTLINE FOR THE PRODUCT
• SET OUT 3 MARKETING OBJECTIVES FOR 2015

PRESENTATIONS
• PRESENT THIS IN GROUPS
• COVER EACH OF THE ACTIONS ON THE LIST

ACTION PLANS AND PRESENTATIONS
CREATE A NEW MESSAGE OR STORY ABOUT YOUR PROVINCE
PREPARE A BROCHURE OUTLINE FOR THE
PRODUCT
SET OUT 3 MARKETING OBJECTIVES FOR 2015
CARRY OUT A COMPETITOR ANALYSIS
IDENTIFY ONE NEW EXPERIENCE OR PRODUCT
FOR THE PROVINCE
COLLECT SOME NEW IMAGERY FOR THE
PROVINCE
CARRY OUT A SWOT
IDENTIFY YOUR BEST MARKET SEGMENTS
IDENTIFY YOUR BEST PRODUCTS AND
EXPERIENCES

ACTION PLANNING
Result Timing Responsibility Priority
Sub-activities
Sub-activities
Sub-activities
Sub-activities

DAY FIVE AGENDA
 FINAL PREPARATION OF
PROVINCE ACTION
PLANS
 PRESENTATION OF
ACTION PLANS IN
GROUPS OF SIX

CRITERIA
• CONTENT • PRESENTATION

The outcome of responsible tourism
“Better places for people
to live in and better places
to visit”
Better places
to live in
Better places
to visit
Virtuous cycle

Potential positive social impacts of tourism
Demand for local
products
Employment of
women and youth
Revival of local
customs and traditions
Historical preservation
Improvement in
education & lifestyles
Others?

143
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Manual for Training course on Tourism Product Development and Good Marketing Practices

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