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Trang
Trang ph ba.....................................................................................................................i
Li cam oan....................................................................................................................ii
Mc lc.............................................................................................................................1
Mc lc.............................................................................................................................2
Mc lc.............................................................................................................................3
Mc lc.............................................................................................................................4
PHN 1: M U
1. t vn nghin cu..................................................................................................5
1.1. L do chn ti..................................................................................................5
1.2. Cn c khoa hc v thc tin...............................................................................6
2. Mc tiu nghin cu.....................................................................................................7
2.1. Mc tiu chung.....................................................................................................7
2.2. Mc tiu c th.....................................................................................................7
3. Phm vi nghin cu......................................................................................................7
4. Phng php nghin cu..............................................................................................7
Hong Th Doan
Gii php marketing nhm pht trin du lch ng Thp giai on 2012 - 2013
PHN 2: NI DUNG
Chng 1: L lun v marketing.
1.1. Khi nim du lch v sn phm du lch......................................................................9
1.1.1. Khi nim du lch..............................................................................................9
1.1.2. Sn phm du lch...............................................................................................9
1.2. Marketing trong du lch...........................................................................................10
1.2.1. Khi nim v Marketing du lch......................................................................10
1.2.2. Vai tr ca Marketing du lch.........................................................................10
Chng 2: Phn tch v nh gi thc trng hot ng marketing ca du lch
ng Thp giai on 2009 -2010.
2.1. Tnh hnh du lch Vit Nam.....................................................................................12
2.2. Mi trng Marketing du lch ng Thp..............................................................13
2.2.1. Mi trng Marketing du lch ng Thp......................................................13
2.2.2. Th trng du lch ng Thp........................................................................17
2.2.3. i th cnh tranh...........................................................................................18
2.3. Thc trng Marketing du lch ng Thp...............................................................20
2.3.1. Phn tch chc nng Marketing ca ngnh du lch ng Thp......................20
2.3.1.1. Sn phm du lch....................................................................................20
2.3.1.2. Gi c......................................................................................................21
Phm Th Cm Tin HQTKD08B
Hong Th Doan
Gii php marketing nhm pht trin du lch ng Thp giai on 2012 - 2013
Hong Th Doan
Gii php marketing nhm pht trin du lch ng Thp giai on 2012 - 2013
Hong Th Doan
Gii php marketing nhm pht trin du lch ng Thp giai on 2012 - 2013
Phn 1: M U
1. t vn nghin cu:
1.1. L do chn ti.
Du lch l mt ngnh kinh t tng hp c tnh lin ngnh, lin vng. Du lch
khng nhng l mt ngnh c kh nng to ra ngun thu nhp rt ln cho x hi m cn
gp phn thc hin chnh sch m ca, giao lu vn ha thc y s i mi v pht
trin ca nhiu ngnh kinh t khc gii quyt nhiu vn x hi, to thm nhiu vic
lm cho mi ngi.
Ngoi nhng trung tm du lch ln ca c nc trong ng Thp cng l mt
trong nhng im du lch thin nhin kh hp dn nh: vn Gia Trm chim Tam Nng
- ni tr ng ca loi Su u tng ghi vo sch th gii.
Bn cnh cn c nhng khu du lch sinh thi Go Ging, c th xem y l
ng Thp Mi thu nh, ngoi nhng cy trm hin hu cn c nhng thm thc vt
t trng nh la tri , nng, lc, bng sng, in in...
ng vt c cc loi qu him nh Cng Cc, Trch , Le Le .
V ti nguyn du lch nhn vn, ng Thp l vng t giu truyn thng yu
nc nn c nhiu di tch vn ha, lch s c xp hng cp Quc Gia nh khu di tch
c Ph Bng Nguyn Sinh Sc (Thn sinh Ch Tch H Ch Minh, khu di tch G Thp,
l cn c ca Thin H Dng, c Binh Kiu trong khng chin chng Php).
Vi nhng nt thin nhin u i to cho ng Thp c nhng lng ngh hp
dn khch du lch nh:
Lng hoa king Tn Qu ng (Th x Sa c), lng lm bnh phng tm Sa
Giang (Th x Sa c), lng dt chiu nh Yn (Huyn Lp V), lng lm nem Lai
Vung (Huyn Lai Vung) .
Phm Th Cm Tin HQTKD08B
Hong Th Doan
Gii php marketing nhm pht trin du lch ng Thp giai on 2012 - 2013
Hong Th Doan
Gii php marketing nhm pht trin du lch ng Thp giai on 2012 - 2013
Hong Th Doan
Gii php marketing nhm pht trin du lch ng Thp giai on 2012 - 2013
Hong Th Doan
Gii php marketing nhm pht trin du lch ng Thp giai on 2012 - 2013
Phn 2: NI DUNG
Chng 1: L lun v Marketing du lch.
1.1. Khi nim du lch v sn phm du lch.
1.1.1. Khi nim du lch.
- T chc Du lch Th gii nh ngha:
Du lch bao gm tt c cc hot ng ca mt c nhn i n l lu tr ti
nhng im ngoi ni thng xuyn ca h trong thi gian khng di hn
mt nm vi mc ch ngh ngi, cng v v mc ch khc
- Vit Nam, khi nim du lch c nu trong Php lnh du lch nh sau:
Du lch l hot ng ca con ngi ngoi ni c tr thng xuyn ca mnh
nhm tha mn nhu cu tham quan, gii tr, ngh dng trong mt khong thi gian nht
nh.
T cc nh ngha trn cho ta thy du lch l mt hot ng lin quan n mt
c nhn, mt nhm hay mt t chc i ra khi ni c tr thng xuyn ca h bng
cc cuc hnh trnh ngn ngy hoc di ngy mt ni khc vi mc ch
ch yu khng phi l kim li. Qu trnh i du lch ca h c gn vi cc
hot ng kinh t, cc mi quan h, hin tng ni h n.
1.1.2. Sn phm du lch.
Sn phm du lch l mt tng th bao gm cc thnh phn khng ng nht hu
hnh v v hnh, l ti nguyn t nhin, ti nguyn nhn vn, c s vt cht k thut,
c s h tng dch v du lch v i ng cn b nhn vin du lch.
Theo Michael M. Coltman
Sn phm du lch c th l mt mn hng c th nh thc n, hoc mt mn
hng khng c th nh cht lng phc v, bu khng kh ti ni ngh mt.
Hong Th Doan
Gii php marketing nhm pht trin du lch ng Thp giai on 2012 - 2013
C cu ca sn phm du lch:
+ Nhng thnh phn to lc ht (lc hp dn i vi du khch) gm nhm ti
nguyn t nhin v ti nguyn nhn vn.
+ C s du lch (iu kin vt cht pht trin ngnh du lch) gm c s h tng
k thut v c s h tng phc v du lch.
+ Dch v du lch: l kt qu mang li nh cc hot ng tng tc gia nhng t
chc cung ng du lch v khch du lch v thng qua cc hot ng tng tc p
ng nhu cu ca khch du lch v mang li li ch cho t chc cung ng du lch.
1.2. Marketing trong du lch.
1.2.1. Khi nim v marketing du lch.
Marketing trong du lch l mt tin trnh tun t lin tc, thng qua cp
qun tr trong ngnh lu tr v l hnh nghin cu, hoch nh, trin khai, kim sot v
nh gi cc hot ng c thit k tha mn nhu cu v c mun ca khch hng
v mc tiu ca nhng t chc du lch.
t hiu qu cao nht, marketing i hi n lc ca tt c mi ngi trong
t chc, v hiu qu c th tng hay gim do hot ng ca cc t chc bn ngoi.
1.2.2. Vai tr ca marketing du lch.
Vai tr ca marketing trong du lch l lin kt c h thng gia cung vi cu
trong th trng du lch v tc ng iu tit nhu cu ca du khch. Vai tr ny c th
hin qua s sau:
Cc t chc l hnh
Nh iu hnh tour, i l du lch
Phm Th Cm Tin HQTKD08B
T chc im n
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Gii php marketing nhm pht trin du lch ng Thp giai on 2012 - 2013
Nhu cu th trng
Cung cp sn phm
Cng c marketing
Hot ng
im du lch
Ch tr
Tin nghi khc
Du khch quc t
Du khch ni a
Vn chuyn
Hng khng
ng b
ng bin
ng st
Phng tin n im tham quan
S th hin vai tr ca marketing l lin kt gia cung v cu
trong th trng du lch.
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a) V tr a l:
ng Thp l tnh thuc vng ng bng sng Cu Long, trong gii hn
1007 - 1058 v Bc v 10512 - 10556 kinh ng, pha bc gip tnh Pry
Veng (Campuchia) trn chiu di bin gii 47,8 km vi 4 ca khu: Thng Bnh, Dinh
B, M Cn v Thng Phc, pha nam gip Vnh Long v thnh ph Cn Th, pha
ty gip An Giang, pha ng gip Long An v Tin Giang. Tnh l ca ng Thp hin
nay l thnh ph Cao Lnh, cch thnh ph H Ch Minh 162 km. ng Thp c hai
th loi III l thnh ph Cao Lnh v th x Sa c. Thnh ph Cao Lnh c nng cp
ln thnh ph vo nm 2010.
b) a hnh:
a hnh ng thp tng i bng phng vi cao ph bin 1 - 2 m so
vi mt bin. Dng sng Tin chy qua 132 km chia ng Thp thnh hai vng:
- Vng ng Thp Mi pha bc sng Tin, dc theo hng ty bc ng
nam, ni cao nht khng qu 4 m ni thp nht ch c 0,7 m.
- Vng pha nam, nm kp gia sng Tin v sng Hu, c a hnh lng
mng dc t hai pha sng vo gia vi cao ph bin 0,8 - 1,0 m. Do a hnh thp
nn ma l thng 9, thng 10 hng nm thng b ngp nc khong 1 m.
Ngoi sng Tin v sng Hu, ng Thp cn c sng S Thng v sng
S H bt ngun t Campuchia vo sng Tin pha bc tnh. Pha nam tnh cng c
mt s sng nh sng Ci Tu Thng, sng Ci Tu H v sng Sa c. Cc sng ny
cng vi 20 knh rch t nhin, 110 knh o cp I, 2400 km knh o cp II v III
hnh thnh h thu nng hon chnh phc v thot l, tiu ng v a nc ngt vo
ng.
c) iu kin t nhin:
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Vn quc gia Trm Chim thuc h sinh thi ng Thp Mi, ang c nhiu t
chc bo tn thin nhin quc t quan tm.
h) Ti nguyn du lch t nhin
Vn chim go ging ng Thp.
Nm mt v tr kh l tng vi ba bn bn b l nc, cy c, l hoa
v chim mung...Vi nhng hnh nh mc mc nh: mu vng ca bng in in, mu
ca bng sng, mu tm ca hoa bng lng, sc hng ca nhng cnh sen ha ln mu
xanh mt m ca rng trm v xa xa trn nn tri xanh ngt im xuyt nhng cnh c
trng rp rn chao ln... Tt c ha quyn vo nhau to thnh mt bc tranh thin nhin
ton m.
Lng hoa king Sa c.
Hoa king khng ch cho mu sc, hng thm m cn dng trang tr
ni tht, to cnh quan cho cng vin, c quan, cng s, cng trnh vn ho, nh .
Ngoi ra mt s loi c dc tnh dng cha bnh.
Lng hoa king Sa c, mt trong nhng im du lch hp dn, chc chn
s lm tho lng du khch khi n vi tnh ng Thp.
Khu du lch Trm Chim.
Trong c nc, duy nht khu du lch Trm Chim ng Thp l c by
su u qu him c a vo danh sch .
Hin nay s lng su u v Trm Chim tuy c gim, song khch du
lch li tng cao hn so vi thi im cng k cc nm qua. Mi nm c trn 300 on
vi 2000 lt ngi vo thm quan khu du lch ny.
Khu bo tn dc liu ng Thp Mi.
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vng ng quy hoch du lch (a phng cn tp trung u t nng cp, xy dng khu
im du lch mang tm c khu vc c sn phm c trng, sn phm lin kt cho
bn trong cc tour l hnh. Sn phm ra i t ngun ti nguyn du lch a phng,
ng theo nh hng quy hoch, c u t ng mc v tch cc tham gia ca cng
ng - mang thng hiu a phng, m bn sc dn tc, chc chn lm hi lng du
khch v pht trin bn vng).
V vy vic xy dng c sn phm du lch c trng ca Tnh, sn phm
khng trng lp v n iu, to ra sn phm c o hp dn du khch, gp phn pht
trin du lch, du lch tr thnh ngnh kinh t mi nhn, xo i gim ngho.
2.3.1.2. Gi c.
Lng du khch n ng Thp ngy cng tng binh qun 18%/nm, nhng
ch yu l khch ni a, lng du khch quc t tng trng rt chm v ngy cng
chim t l thp.
Gi c du lch ti ng Thp trong cc ma cao im thng cao.
Cn trong nhng ma vng khch th cc cng ty du lch cng nh khch sn
li ua nhau gim gi, s dng mi giigy tnh trng bt n trong lnh vc kinh
doanh ny. Nh vy, chc nng s dng gi c tc ng n nhu cu ca ng Thp
mang tnh t pht, khng c nh hng v khng c tc dng tt n vic xay dng v
pht trin hnh nh ca a phng.
2.3.1.3. T chc phn phi.
Phn phi trc tip trong du lch din ra khi ngnh du lch a phng t thc
hin ton b trch nhim qung b v cung cp dch v trc tip n du khch.
Phn phi gin tip trong du lch l giao mt phn hay ton b trch nhim
chiu th cho mt hay nhiu t chc du lch khc. l nhng t chc c tnh cht mi
gii.
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Gii php marketing nhm pht trin du lch ng Thp giai on 2012 - 2013
Nhn chung khu phn phi ca ngnh du lch a phng cha hiu qu,
thiu tnh ch ng v ch yu da vo nhng nh iu hnh tour trung gian.
2.3.1.4. Truyn thng, chiu th.
Thng xuyn t chc cc hi tho ku gi u t lin doanh lin kt vo du
lch ng Thp: ti thnh ph Cn Th, TP. HCM, An giang
Tham d cc hi ch du lch thng mi trong nc.
T chc cc l hi to im nhn thu ht khch n ng Thp: l hi G
Thp, l gi c Nguyn Sinh Sc, l va B Cha X
a phng cha c nhng chng trnh chiu th du lch nh: to nhng ma
bn hng gim gi, hoc tung ra nhng chng trnh tour khuyn mi vo nhng thi
gian nhu cu du lch thp
Tuy rt ch trng n hot ng qung b, xc tin du lch nhng hiu qu
marketing ca ngnh du lch vn cha c nh mong i. Nguyn nhn c bn l
nhng hot ng ny c trin khai mt cch ri rc, thiu tnh lin kt v h thng,
cng nh cha tht s c tnh chuyn nghip so vi mt s a phng trong nc.
2.3.1.5. Nhn s.
Hin nay, lc lng lao ng trong ngnh du lch tnh ng Thp cn thiu
v s lng v yu v cht lng, nhn chung cn bt cp so vi qui m c s vt cht
k thut hin c vi 21 khch sn, c 513 phng v 8 nh hng, tng sc cha l 3.700
gh.
T l nhn vin qua o to cn thp: b phn l tn c 25,8%, phc v
bung c 17,8%, phc v bn chim 42,22%, nu n c 22,72%. S c trnh i hc
l 27 ngi, trong c 4 chuyn ngnh du lch, trnh cao ng v trung cp c 33
ngi, trong chuyn ngnh du lch ch c 11 ngi, trnh s cp (o to t 1 6
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thng) c 114 ngi, trong chuyn ngnh du lch c 103 ngi. Trnh ngoi ng:
i hc 4 ngi, chng ch B c 16 ngi, chng ch A c 14 ngi.
Nh vy, cn b qun l v nhn vin phc v chuyn ngnh du lch cn rt
thp, chim t l 37,58% so vi s lao ng hin c, phn ln lao ng c chuyn n
t cc ngnh ngh khc, cha qua o to c bn chuyn mn nghip v. Nht l cc
doanh nghip t nhn kinh doanh du lch, c n 90% lao ng cha qua o to chuyn
ngnh.
Thc t cho thy, sn phm du lch c cht lng, c sc cnh tranh cao v
pht trin u ph thuc vo con ngi v trnh chuyn mn nghip v ca h. Vi
cht lng lao ng hin nay, cha th p ng nhu cu ca ngnh, nh hng khng
nh ti cht lng dch v, hiu qu kinh doanh v tc pht trin du lch ca tnh.
2.3.2. Thnh tu v nhng tn ti ca du lch ng Thp.
2.3.2.1. Thnh tu ca du lch ng Thp.
Tn dng li th tim nng c th ca mnh, ng Thp lp quy hoch
tng th pht trin 19 khu - im du lch trong 5 khu, im du lch trng im thuc
cp tnh qun l v u tin u t. Cn li l cc khu, im du lch thuc cc huyn, th
qun l, tuy cha hon chnh nhng bc u mt s khai thc v n khch du lch.
Trong nhng nm qua, kinh t du lch ca ng Thp ngy cng pht trin, ko theo s
pht trin ca nhiu ngnh ngh h tr khc, c bit, vn ha bn a c th ca ng
Thp c c hi c qung b, giao lu vi vn ha vng, min trong c nc v khu
vc. S lng khch du lch trong v ngoi nc n vi ng Thp ngy cng tng.
Nhng nm qua, ngnh du lch ng Thp c nhiu c gng ng k, c s
h tng cc khu, im du lch c nng cp, cc dch v phc v du lch ngy cng
tt hn. T , lng du khch n ng Thp ngy cng tng, trung bnh 18%/nm.
Nm 2000, lng du khch n ch khong 68.800 lt, n nm 2005, t 615.000
lt, tng 900%. c bit, thng 08 - 2007, tnh n 450.000 lt khch, tng 30% so
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v cha ch trng n vic khai thc cc dch v du lch nn cht lng dch v thp,
sn phm du lch khng c b sung v i mi, do cha mang li hiu qu thit
thc, cha thu ht khch du lch, c bit l khch du lch quc t.
Mt khc, h thng giao thng dn n cc khu, im du lch cha ng b (cu
yu, mt ng hp) cn tr hot ng du lch, gim hp dn khi ku gi cc ngun
vn u t, h tng, c s vt cht cho loi hnh ny cn qu km. Chng hn, tnh ng
Thp c nhiu a im ni ting thu ht s quan tm ca du khch nh Vn Quc gia
Trm Chim, ngi nh c ngi tnh, lng hoa king Sa c, khu du lch sinh thi Go
Ging Qung ng t thnh ph H Ch Minh n cc a danh ny khng xa
nhng li kh i bi h tng du lch km, sn phm du lch c nhng cht lng dch v
khng t.
Vn v sinh mi trng, nc sch sinh hot cn bt cp, nhng yu km
tng chng nh n gin nhng vn tn ti t by lu nay ca du lch ng bng
sng Cu Long ni chung v du lch ng Thp ni ring l nh v sinh khng t tiu
chun, thiu nc ngt v nc sch, ngun nhn lc du lch cha c o to bi bn.
Cc cng ty l hnh ch lm mt khu l a khch n ni ri coi nh xong nhim v
m cha c cc dch v tng tr.
ng Thp hin vn cha khai thc ht nhng th mnh m thin nhin u i
pht trin du lch, ci kh ny xut pht t nhiu l do, nhng c th ni vic cha
pht trin ng b, cha c kh nng kt ni cc tnh li vi nhau v quan trng l ngun
nhn lc cha c khng th a du lch ng bng sng Cu Long m trong c du
lch ng Thp pht trin tt c.
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trng kinh t thun li cho s pht trin ca bn thn ngnh cng nh cc ngnh lin
quan.
b) Mc tiu vn ha x hi.
Hot ng du lch phi gn lin vi vic gi gn v pht huy truyn thng
vn ha c th ca a phng, bo tn c mi trng lch s - nhn vn.
Khai thc c hiu qu cc di tch vn ha - lch s, l hi phc v pht
trin du lch, gp phn gio dc truyn thng cho cc th h tng lai.
c) Mc tiu mi trng.
Hot ng du lch phi gn lin vi nhng chng trnh c th bo v
mi trng sinh thi, pht trin bn vng. t ra c cc k hoch v c ch qun l
ph hp vi vic tn to, khai thc cc ti nguyn du lch.
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http://www.baomoi.com/Du-lich-sinh-thai-Dong-bang-song-Cuu-Long-the-
manh-con-bo-ngo/137/2969657.epi
3. http://www.vietnamtravelco.com/dulich/kham-pha-du-lich-dong-thap.htm
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4. http://vi.wikipedia.org/wiki/%C4%90%E1%BB%93ng_Th%C3%A1p
5. http://www.dongthap.gov.vn/wps/portal/v2/dukhach
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