Du lch sinh thi P Lung BI TP NHM TH 2 Mn: Du lch sinh thi CHIN LC MARKETING MIX 7Ps .

. IM DU LCH SINH THI P LUNG THANH HA. bi : La chn mt im du lch sinh thi m mnh bit ( chn bi tp 1). Hy p dng How to develop a Marketing Plan for your Ecotourism Business nh gi chin lc marketing mix ca im n . 1) Th trng mc tiu ca im n du lch sinh thi 2) nh gi tng chnh sch ca im du lch sinh thi 3) S phi hp gia cc chnh sch nh th no (marketing - mix - 7Ps) 4) im yu v im mnh v chin lc marketing mix ca im du lch ST 5) xut gii php ca nhm

Ging vin: Tin s ng Xun m Khoa: Du lch & Khch sn. Lp: Du lch sinh thi-01 Nhm: 2

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Du lch sinh thi P Lung

Mc lc I. C IM TH TRNG MC TIU .........................................................3 1. Du khch quc t: .............................................................................................3 2. Du khch trong nc: .......................................................................................3 II. CC CHNH SCH MARKETING CA IM N (7Ps) .......................3 1. Sn phm (Product) ..........................................................................................4 2. Gi (Price): ........................................................................................................4 3. Phn phi (Place): .............................................................................................4 4. Qung b (Promotion): .....................................................................................5 5. Con ngi (People): ..........................................................................................5 6. Chng trnh (Program): ..................................................................................5 7. Hp tc (Partnership): .......................................................................................6 III. S PHI HP CC CHNH SCH MARKETING MIX 7Ps ....................6 IV. NH GI IM MNH IM YU CA CHIN LC MARKETING .............................................................................................8 1. im mnh:.......................................................................................................8 2. im yu: ..........................................................................................................8 V. XUT GII PHP CA NHM ............................................................9 Ti liu tham kho nh gi cc thnh vin trong nhm

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Du lch sinh thi P Lung I. C IM TH TRNG MC TIU 1. Du khch quc t: Nhng nm va qua, P Lung n nhiu on du khch nc ngoi n tham quan, du lch. Nm 2012 khu bo tn thin nhin P Lung thu ht hn 3.500 lt khch nc ngoi v t u nm 2013 n trung tun thng 8 c hn 2000 khch nc ngoi n P Lung. c im: - Du khch quc t a phn thuc cc nc chu u, Bc M v mt s nc chu . - Cc on khch ngi nc ngoi ch yu i theo i hoc nhm nh, yu thch tm hiu vn ha bn a v tri nghim np sng vn ha a phng - kiu du lch sinh thi cng ng. - Thu nhp cao, trnh vn ha v hiu bit rng, c thc cao trong bo tn mi trng t nhin v gn gi cc gi tr vn ha truyn thng. - Dch v tiu dng: a dng (hiding, treking, homstay...) 2. Du khch trong nc: Dn pht - P Lung vn l a im du lch c bit n nhiu trong gii pht- nhng bn tr thch a mo him v mun t mnh khm ph nhng vng t hoang s. - tui: 18-25, sinh vin v nhng ngi tr, mi i lm v cha c gia nh. - Thu nhp khng cao. - Thng thc hin chuyn i khong 2 ngy-1 m v tham gia cc chuyn treking ngn. - Dch v tiu dng: Homstay, m thc a phng... Khch du lch Pht trin du lch P Lung hin nay cng c cc tour hng n mt b phn khch du lch trong nc vi c im sau: - Khch du lch nhm nh, c mc thu nhp trung bnh, kh. - Khu vc: Ngh An, Thanh Ha v cc tnh ng Bc B. - Dch v tiu dng: a dng. II. CC CHNH SCH MARKETING CA IM N (7Ps) Cc chnh sch Marketing ca im du lch sinh thi P Lung da trn cc th mnh ca im n, c im ti nguyn t nhin - nhn vn cng nh nghin cu kh nng p ng c s vt cht k thut v kh nng tham gia vo hot ng du lch ca ngi dn bn a.
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Du lch sinh thi P Lung 1. Sn phm (Product) - Cc sn phm du lch ti P Lung rt hp dn khch du lch. P lung khng ch c mt phong cnh t nhin hoang s, a dng sinh hc v a dng cnh quan, ni y cn giu c v ti nguyn nhn vn: l ni nhiu dn tc sinh sng vi nhau vi phong tc canh tc, li sng, vn ha dn gian a dng, phong ph; ni giao lu vn ha gia cc vng min. Cc sn phm du lch ni y da trn cc ti nguyn sn c, ng thi nghin cu xu hng ngi tiu dng cung cp cc sn phm-dch v sinh thi cng ng c o, hp dn. - Dch v cung cp: cc loi hnh du lch tham quan, khm ph, leo ni chinh phc nh P Lung(1700m), trekking... tm hiu vn ha truyn thng, tri nghim m thc a phng, tm hiu phng thc canh tc v li sng bn a... - Thi gian: ma cao im l khong trung tun thng 6 v thng 10 hng nm vo thi im ma lc chn l lc P Lung hp dn khch du lch vi nhng rung lc bc thang tri di bn sng ni, cuc sng ha quyn vi thin nhin to nn bc tranh sinh ng y mu sc v P Lung. - Tour trn gi: c cc tour trn gi v n ung, ng ngh, cc hot ng du lch hay l trnh chuyn i nh Mai Chu-P Lung-Cc Phng, 2. Gi (Price): - P Lung ch trng vo la chn v a ra mc gi hp l, cnh tranh. i vi cc tour trn gi c cc mc gi khc nhau, ph hp vi tng i tng khch: t 500700 nghn ng cho ti hn 2 triu ng, ty vo thi gian v l trnh ca tng tour. Trung bnh mt chuyn i pht n P Lung di 2 ngy 1 m khong 600800.000 VND. - i vi hnh thc i t do th chi ph cho 1 m ngh ngi lu tr trong cc ngi nh sn sinh thi rng ri, thong mt ca ngi dn bn a ngi Thi, Mng khong 40.000-50.000/ng, n ung khong 100k/ng/ba. Mc chi ph ny tng i thp, ph hp vi kh nng ca cc khch du lch ni a 3. Phn phi (Place): - P Lung Thanh Ha, gn vi Mai Chu (Ha Bnh), Cc Phng (Ninh Bnh), nn du lch P Lung thng kt hp vi cc im n du lch to cc tour trn gi, a dng sn phm du lch, tng tnh hp dn v to iu kin thun li trong cung ng cc dch v ph tr. - Knh phn phi: Hin nay, cung cp cc tour du lch sinh thi n P Lung c APT Travel, Mai Chu Tourism, Ecotravel, VCBET-Network
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Du lch sinh thi P Lung 4. Qung b (Promotion): - H thng bng ch dn, in n t ri pht cho du khch, hot ng phi hp vi cc c quan thng tn bo ch tuyn tryn v tim nng du lch sinh thi, cnh quan thin nhin, a dng sinh hc, xy dng v pht hnh cun sch qung b du lch P Lung bng 3 th ting Anh, Thi, Vit c h tr thc hin bi ngun vn ti tr ca Ireland. - Xy dng website qung b v tim nng du lch P Lung v hng dn cho khch du lch trong v ngoi nc: + Trong nc: cc trang web v du lch nh: camnangdulich.com, vntravellive.com, dulichvn.org.vn, ecotravel.vn u ng ti thng tin hu ch lin quan ti im n; c trang ch www.puluong.com. Ngoi ra, cc nhm i pht hoc t t chc i hon ton c th tham kho trn cc din n, blog nh www.phuot.vn + Ngoi nc: qung co cc chng trnh tour v v p im du lch thng qua cc trang web nh: www.paradissa.com, www.travelfish.org, www.tripadvisor.com, www.responsibletravel.com. Chnh sch qung co thng qua cc wesite du lch, pht l mt trong nhng chnh sch c bn m im n P Lung la chn qung b hnh nh ca mnh. Bn cnh , hin nay dch v vin thng, internet ngy cng ph bin trong cng ng, hnh thc qung b ny va tit kim chi ph va em li hiu qu cao. Ngy nay, gii tr c xu th i du lch theo hnh thc pht, t mnh khm ph, tri nghim v thng qua nhng ngi i du lch qung b hnh nh cng l la chn m P Lung hng ti. 5. Con ngi (People): - qung b tim nng du lch thi P Lung, vi s h tr ca d n pht trin du lch sinh thi h tr bi Irish Aid, cn b khu bo tn tp hun k nng n tip, o to lm hng dn vin min ph, nu n phc v du khch cho ng bo cc dn tc. Nhn thc c li ch lu di ca pht trin du lch sinh thi, b con ni y ngy cng tnh nguyn lm du lch, thn thin vi du khch, gp phn qung b hnh nh du lch P Lung. 6. Chng trnh (Program): - Cc hot ng gio dc cho du khch v thc bo v mi trng, bo tn vn ha, du lch bn vng c tin hnh v thu c kt qu kh quan. - Hin nay, cc chng trnh, l hi P Lung ang c m rng v c quy m hn. Nhiu chng trnh hp dn ngi tham quan c ln k hoch t chc. P
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Du lch sinh thi P Lung Lung tch cc xy dng hnh thc du lch cng ng. y l loi hnh du lch do chnh ngi dn t chc da vo thin nhin v vn ha bn a vi mc ch nng cao cht lng cuc sng song song vi vic bo v, gn gi cnh quan mi trng. Bn bp la nh sn, ch v khch cng thng thc cc mn n l ming nh cm lam, nm hoa chui rng, canh ng, cng say men ru cn v say m thng thc nhng iu ma sp, ma xe, ht ln 7. Hp tc (Partnership): - Hin nay, Ban qun l khu bo tn P Lung ang tip tc ku gi u t h tr pht trin bn vng, phi hp vi cc cng ty du lch xy dng chng trnh hng dn v tip nhn khch du lch trong v ngoi nc, u t pht trin giao thng, c s h tng du lch. Hu ht cc cng ty du lch hin nay u lin kt vi cc h dn bn trong vic cung cp dch v homestay, n ung cho du khch. Trong giai on 20092011, nh gi c tim nng pht trin du lch sinh thi ca P Lung, t chc bo tn ng thc vt hoang d th gii (FFI) do qu Irish Aid ca s qun Ai-len ti tr, phi hp cng Ban qun l khu bo tn thin nhin P Lung thc hin d n Pro-poor nature-based tourism (2009-2011) - d n pht trin du lch da vo thin nhin vi mc tiu bo tn v xa i gim ngho. Trong qu trnh thc hin d n, cc bn lin quan bao gm: chnh quyn a phng, ban qun l khu bo tn, ngi dn bn a, FFI, cc doanh nghip l hnh phi hp cht ch trong o to k nng du lch, xy dng c s vt cht, phi hp m cc tour du lch v ng gp cho s pht trin sa a phng cng nh bo tn v gn gi cc gi tr. III. S PHI HP CC CHNH SCH MARKETING MIX 7Ps c nh gi l mt im n c o, hp dn, khng ch c gi tr kinh t - vn ha cao m cn c ngha sinh hc to ln: l ni tr n ca nhiu loi ng vt qu him Vit Nam v trn th gii. Chnh nhng iu kin v ti nguyn t nhin c sc, a dng v ti nguyn nhn vn mang m bn sc dn tc ng vai tr l c s pht trin loi hnh du lch sinh thi da vo cng ng P Lung. Tuy nhin, mang nhng c im chung ging vi nhiu im du lch sinh thi hay du lch cng ng khc, s phi hp gia cc chnh sch Marketing P Lung cha thc s thng nht v hiu qu. Th nht, sn phm du lch cha c s thng nht v lin kt vi thit k chng trnh du lch, gi c cc dch v v con ngi. Cc hot ng trong cc tour du lch c th k n nh leo ni, trekking, khm ph khu bo tn thin nhin P Lung, quan st cuc sng thng ngy ca b con dn tc Thi,
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Du lch sinh thi P Lung Mng, thng thc cc mn n truyn thng Bn thn mi hot ng ring bit cha c khai thc ng hng, ng cch; khi kt hp cc hot ng, dch v to nn sn phm bao gm nhiu hot ng nhng ch mang tnh lit k m cha i su vo ni dung ca tng hot ng . Cc tour n P Lung, ch yu l tour lin kt Mai Chu P Lung u c nhng hot ng trn, tuy nhin d thy tnh linh hot cha cao: cc hot ng vn ha, vn ngh din ra u n, lp li v t c s i mi, c bit vo cc ma l hi truyn thng ca ngi Thi; cha k thi gian lu li P Lung kh ngn, do nhng nt c trng nht ca thin nhin v ng bo dn tc ni y hu nh cha c khai thc hiu qu. Cc tour do cc cng ty l hnh khc nhau t chc, c di chuyn i khc nhau nhng nhng hot ng dch v li kh tng ng, khng c s a dng ha sn phm khin cho khch du lch d ly yu t gi lm c s a ra quyt nh. Mt khc, hin ti cc tour du lch u do cc cng ty l hnh thit k v phn phi, ban quan l P Lung cha a ra bt c chng trnh du lch no, do vic phn loi cc gi sn phm i vi tng nhm khch trong phn on cha c thc hin, dn n gi c vn cn mang tnh ring l. Mc d c th thy gi kh hp l vi a s khch, c bit sinh vin, dn pht nhng hiu qu kinh t khng cao do khng khai thc c t nhng i tng c kh nng chi tr cao. Chnh sch v con ngi cng cn c xt ti. Trong m hnh du lch sinh thi da vo cng ng, cng ng a phng ng vai tr l nn tng cho cc hot ng du lch: ngi dn bn a c o to tr thnh hng dn vin du lch, nhng ngi phc v, cung cp cc dch v n, ng, vui chi ca khch du lch. Tuy nhin, trong pht trin du lch P Lung, ng bo dn tc Thi cha c quan tm v cng cha hiu bit v du lch. D thy cc hot ng du lch u gn lin vi thin nhin, vi vn ha lu i, vi cuc sng ca ngi dn bn a, nhng s tham gia ca h cn hn ch: ch s t h kinh doanh homestay, dch v n ung; hng dn vin ch yu l cn b, nhn vin khu bo tn; nhiu cn b khu bo tn v ng bo dn tc cha nhn thc c vai tr ca du lch v cha c o to, cc cu lc b du lch hot ng cha mnh, khng thu ht c s tham gia ca ngi dn. Vi nm gn y, chnh sch con ngi thay i vi nhn thc v vai tr ca cng ng a phng, bc u trin khai thu c 1 s kt qu tch cc. Th hai, qung b hnh nh cha gn lin vi phn phi sn phm. Trang ch ca khu bo tn P Lung cha c hon thin, cha c trang ch bng ting anh, dn n vic phn phi cc sn phm cn ring l, khng thng nht. Thng tin c ng ti trn nhiu trang web khc nhau nhng phn ln cc tour li c rao bn trn trang web ca cc cng ty l hnh t chc hoc lin kt t chc tour. V vy, s chnh xc
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Du lch sinh thi P Lung ca cc thng tin v a im, gi c dch v b nh hng, s sai lch thng tin phn no s nh hng ti hnh nh ca im n. Th ba, quan h i tc cn hn ch: Hin nay, cung cp cc tour du lch sinh thi n P Lung c APT Travel, Mai Chu Tourism, Ecotravel, VCBET-NetworkTuy nhin cc tour thng theo l trnh Mai Chu P Lung - Cc Phng vi thi gian li P Lung ca du khch ch mt ngy m. Trong qu trnh thc hin d n, FFI t chc bn bc vi cc bn lin quan, trong c cc cng ty l hnh thng nht v vai tr, quyn li v trch nhim gia cc bn cng nh tha thun v phn chia li ch. Nhng sau khi d n kt thc th mi lin kt gia cc bn cng dn b ni lng. Hu ht cc cng ty du lch hin nay u lin kt vi cc h dn bn trong vic cung cp dch v homestay, n ung cho du khch nhng li s dng hng dn vin ring ca cng ty trong cc hot ng nh trekking, p xe leo ni. Hn ch ny nh hng khng nh ti vic thc hin v iu chnh cc chnh sch v sn phm, phn phi, xc tin cng nh v con ngi.

IV. NH GI IM MNH IM YU CA CHIN LC MARKETING 1. im mnh: - Qung co trn cc websites trong nc v nc ngoi gip khch hng c kh nng tip cn vi ngun thng tin. - Chi ph hp l vi ti tin ca khch du lch trong nc, to li th cnh tranh v gi. - Sn phm, chng trnh du lch xy dng trn c s bo tn thin nhin, pht huy v gn gi bn sc dn tc to nn sc hp dn ring. Lin kt vi im du lch khc nh Mai Chu, Cc Phng; tour lin kt Mai Chu-P Lung 3 ngy 2 m c nhiu cng ty l hnh xy dng v phn phi. - Nhn c s h tr qung b t chnh sch pht trin du lch tnh Thanh Ha v d n h tr ca i s qun Ai-len Vit Nam. 2. im yu: - S tham gia ca c dn bn a cn hn ch: ch s t h kinh doanh homestay v cung cp dch v n ung, hng dn vin a phng cha c o to m vn ch yu l cn b, nhn vin t khu bo tn; nhn thc ca cn b qun l v ngi dn cn hn ch, thiu k nng cung ng dch v du lch

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Du lch sinh thi P Lung Mc d sn phm, chng trnh t chc kh tt, tuy nhin v cu trc kh ging vi nhiu im du lch cng ng khc, cha c bn sc thc s ring bit, do mt phn gim li th cnh tranh vi sn phm thay th. Tnh hiu qu kinh t khng cao. Gi r khng thc s l im mu cht i vi du lch sinh thi, trong khi trong phn on th trng li hng ti khch du lch ngh dng, du lch sinh thi, cao cp. iu cn thit l phi nng cao cht lng dch v, trong con ngi, c bit l cng ng a phng ng vai tr quan trng. Quan h i tc cha tt. D to lp c vi cc cng ty l hnh, chnh quyn, bn quan trng nht l cng ng a phng li cha c quan tm ng n: cha trin khai gii thiu m hnh du lch sinh thi da vo cng ng ti ton th ng bo dn tc, cha gii quyt c vn vic lm v chuyn i kinh t t nng nghip n thun sang pht trin nng nghip, phc v du lch. Cha khai thc c hiu qu t cng ng.

V. XUT GII PHP CA NHM - Xy dng k hoch trin khai m hnh du lch sinh thi da vo cng ng ti ton b c dn a phng, thuyt phc v gio dc, gip ngi dn nhn thc c vai tr ca du lch ti i sng, kinh t ca h. - Phi hp vi chnh quyn a phng, s du lch thit k li cc tour da trn c s khai thc, bo tn tnh a dng, c o ca ti nguyn du lch v khai thc c hiu qu cng ng a phng nhm nng cao hiu qu kinh t. To ra cc gi sn phm khc nhau i vi tng nhm khch trong phn on mc tiu, nng cao cht lng v iu chnh gi hp l. - o to kin thc, k nng cho mt b phn ng bo dn tc hng dn du lch, phn cn li h tr duy tr canh tc nng nghip, duy tr lao ng th cng truyn thng phc v du lch. - M rng, to lp quan h vi 1 s c s kinh doanh dch v, tuy nhin vn u tin h tr ngi dn kinh doanh homestay v dch v n ung; xy dng c s h tng hi ha vi cnh quan.

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Du lch sinh thi P Lung

Ti liu tham kho: Vietnam Civil Society Facility 2010 Annual Report - Hanoi April 2011 Civil Society Facility in Vietnam - September, 2011 TRACING TOURISM TRANSLATIONS - Opening the black box of development assistance in community-based tourism in Viet Nam A thesis submitted in fulfilment of the requirements for a degree of Master of Arts in Geography at the University of Canterbury -Kirsten Maree Lake Huxford - November 2010 Irish Aid/FFI Ecotourism Project, Pu Luong Nature Reserve, Thanh Hoa Project Fact sheet. Website: + www.kinhnghiemdulich.edu.vn + www.Baothanhhoa.vn + www.dulichvn.org.vn + www.vnppa.org.vn + www.paradissa.com + www.travelfish.org + www.tripadvisor.com + www.responsibletravel.com. + www.puluong.com

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