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Ly do chon e tai: du lch la mot nganh cong nghiep khong khoi mang lai nhieu li ch quan trong cho nen kinh te nc ta noi chung va Thanh pho Ho Ch Minh noi rieng. S phat trien cua du lch gop phan cai thien tnh hnh kinh te xa hoi, nang cao thu nhap, gop phan giai quyet cong an viec lam cho ngi dan Thanh pho. Du lch con thuc ay cac nganh khac phat trien, ay manh viec chuyen dch c cau kinh te. Viec phat trien manh nganh du lch Thanh pho la ieu khong the thieu c e xay dng mot nen kinh te can oi, vng manh, mot i song van hoa xa hoi hai hoa, phong phu. Thanh pho Ho Ch Minh la mot trung tam du lch ln nhat ca nc. Vi he thong c s ha tang tng oi tot nh san bay, ben cang, cau ng, bu chnh, vien thong va tai nguyen thien nhien, v tr a ly thuan li, Thanh pho co nhieu tiem nang du lch ln. Trong thi gian qua hoat ong du lch Thanh pho co anh hng rat ln oi vi du lch cua toan nganh. Toc o phat trien cua du lch Thanh pho Ho Ch Minh tuy co nhng bc tien manh nhng van con thap so vi toc o phat trien cua cac Thanh pho cua cac nc lan can nh Bangkok (Thai Lan), Singapore, Kuala Lumpur (Malaysia),Hong Kong Chat lng san pham du lch cha ap ng yeu cau cua du khach, loai hnh du lch con n gian, oi ngu nhan vien phuc vu con han che Do o hieu qua at c cha tng xng vi tiem nang phat trien cua du lch Thanh pho. T o at ra van e lam sao co the au t, khai thac cac san pham du lch cho tng xng tiem nang va ap ng nhu cau a dang cua khach hang thuc ay phat trien du lch va kinh te xa hoi cua Thanh pho. Do o, toi chon e tai : GIAI PHAP MARKETING NHAM PHAT TRIEN DU LCH THANH PHO HO CH MINH EN NAM 2015 Muc ch nghien cu cua luan van: i t nghien cu he thong ly luan ve du lch va ng dung Marketing trong du lch. Tren c s o phan tch thc trang hoat ong marketing cua du lch Thanh pho. T o e xuat nhng giai phap Marketing nham phat trien du lch Thanh pho Ho Ch Minh en nam 2015

Pham vi nghien cu: Pham vi khong gian c gii han tren a ban Thanh pho, co xem xet vi cac quan he ve s phat trien cua nganh du lch trong pham vi ca nc va khu vc. Luan van s dung nhng so lieu thong ke hoat ong cua nganh du lch Thanh pho Ho Ch Minh t nam 2001 en nam 2006. Ben canh o, e tai nghien cu nhng anh gia cua du khach nham a ra giai phap marketing nham phat trien du lch Thanh pho Ho Ch Minh en nam 2015 Phng phap nghien cu: cac van e trong luan van c phan tch va anh gia chu yeu da tren cac phng phap nghien cu sau Phng phap phan tch, thong ke, tren c s nghien cu cac so lieu, d lieu, cac yeu to thuoc moi trng v mo, vi mo tac ong vao hoat ong kinh doanh cua nganh du lch Thanh pho. Phng phap so sanh hoat ong kinh doanh du lch cua Thanh pho Ho Ch Minh vi cac thanh pho cua cac nc ban trong khu vc nh Bangkok (Thai Lan), Singapore, Kuala Lumpur (Malaysia),Hong Kong nham hieu ro hn v the cua mnh tren th trng ket hp vi viec tham khao y kien, sach, bao, tap ch, cac website e hieu ro hn nhan nh cua du khach ve nganh du lch Thanh pho luan van cung tien hanh mot cuoc khao sat thc te mot nhom du khach, t o rut ra nhng van e can thiet va bo ch cho viec e xuat nhng giai phap cho e tai. Bo cuc e tai gom 3 chng Chng 1: Ly luan ve marketing du lch Chng 2: Thc trang hoat ong marketing cua du lch Thanh pho Ho Ch Minh en nam 2006 Chng 3: Giai phap marketing nham phat trien du lch Thanh pho Ho Ch Minh en nam 2015

CHNG 1: L LUN V MAKETING DU LCH

1.1 Khai niem ve du lch va san pham du lch 1.1.1 Khai niem ve du lch Trong nhng nam gan ay, tren the gii a chng kien mot s bung no cua hoat ong du lch tren pham vi toan cau. Du lch tr thanh mot nganh kinh te mui nhon cua nhieu quoc gia va a gop mot phan khong nho vao s phat trien kinh te the gii Theo To chc Du lch The gii WTO (World Tourism Organization): Du lch la tap hp cac moi quan he, cac hien tng va cac hoat ong kinh te bat nguon t s hnh thanh va lu tru cua cac ca the ben ngoai ni thng xuyen vi muc ch hoa bnh va ni ho en khong phai la ni hoc lam viec Theo Luat du lch cua Viet Nam ma Quoc hoi ban hanh vao thang 6/2005 co hieu lc ke t ngay 01/01/2006: Du lch la mot trong nhng hoat ong co lien quan en chuyen i cua con ngi ngoai ni c tru thng xuyen cua mnh nham ap ng nhu cau tham quan, tm hieu, giai tr, ngh dng trong khoang thi gian nhat nh 1.1.2 Khai niem ve san pham du lch San pham du lch co tnh chat vo cung ac biet. V vay viec ng dung Marketing vao du lch co y ngha rat quan trong oi vi s phat trien cua nganh du lch. Vay san pham du lch la g? No co nhng ac tnh g? Khai niem ve san pham du lch Theo luat du lch Viet Nam: San pham du lch la tap hp cac dch vu can thiet e thoa man nhu cau cua khach du lch trong chuyen i du lch Nhng ac tnh a ly (bai bien, nui rng, song suoi, kh hau, khong gian thien nhien) cung nh ha tang c s (khach san, nha hang, ng bay) ban than chung

khong phai la mot san pham du lch, nhng chung lai tr thanh san pham du lch trong mot tnh trang nao o. Kotler va Turner a nh ngha ve san pham nh sau: Mot san pham la tat ca nhng g co the cung cap cho s chiem hu, s s dung hoac s tieu thu cua mot th trng: ieu o bao gom nhng vat the, nhng khoa hoc, nhng nhan vat, nhng ni chon, nhng to chc va nhng y tng ac tnh cua san pham du lch Mot san pham du lch thng co 4 ac tnh sau: - Tnh vo hnh: khac vi san pham vat chat, cac dch vu khong the nhn thay, nem, ngi, cam giac hay nghe thay trc khi mua. Do tnh chat vo hnh cua dch vu va san pham du lch thng qua xa khach hang nen ngi mua thng phai mat mot khoang thi gian kha dai ke t ngay mua san pham cho en khi s dung. Do vay Marketing rat can thiet e cung cap thong tin cho khach hang ve san pham du lch. - Tnh khong chia cat c: ngha rang khach hang la mot phan cua san pham. That vay, khong rieng g ngi cung cap dch vu ma ca khach hang cung gop phan tao nen chat lng san pham. Nh vay, nh tnh khong chia cat c oi hoi ngi quan ly trong du lch phai am bao s quan ly chat che cua nhan vien lan khach hang - Tnh khong on nh: dch vu rat de thay oi, chat lng cua san pham tuy thuoc vao phan ln nhng ngi cung cap va khi nao, au chung c cung cap - Tnh khong lu gi c: dch vu khong the nao ton kho, ngha la san pham dch vu khong the e danh cho ngay mai. Dch vu khong ban c ngay hom nay, khong the ban cho ngay hom sau Chnh v nhng ac tnh tren cua san pham du lch, can thiet phai van dung marketing vao du lch mi co the phuc vu tot nhat du khach.

1.2 Marketing du lch 1.2.1 Khai niem Theo To chc du lch the gii WTO (World Tourism Organization): Marketing du lch la tap hp nhng phng phap va ky thuat hnh thanh bi mot trang thai tinh than ac biet va co phng phap trong khi nghien cu va phan tch e to chc quan ly va e ra cac chnh sach nham tao ra cac san pham du lch thoa man nhu cau cua du khach en mc toi a theo nhng ieu kien ve tam ly xa hoi cua ho ke ca nhu cau cua nhng ngi dan tiep on va am bao nhng kha nang ve tai chnh cua cac to chc du lch, hiep hoi du lch Mot khai niem khac cung c nhac en, o la: Marketing du lch la tien trnh nghien cu, phan tch nhng nhu cau cua khach hang, nhng san pham, dch vu du lch va nhng phng thc cung ng, ho tr e a khach hang en vi san pham nham thoa man nhu cau cua ho, ong thi at c nhng muc tieu cua to chc 1.2.2 S can thiet cua marketing du lch Du lch la mot nganh cong nghiep khong khoi, nen ac tnh cua san pham du lch khac vi san pham hang hoa, va ac biet san pham thng xa va khong the co s lu chuyen trc tiep ti khach du lch. Va ban chat cua marketing la phat hien ra cac nhu cau va tm cach thoa man chung e at muc tieu kinh doanh cua doanh nghiep. Trong kinh doanh du lch, ng dung marketing can thiet e tm hieu nhng nhu cau cua du khach va nghe thuat ap ng e kinh doanh co hieu qua. 1.3 Moi trng marketing e thanh cong trong kinh doanh, mot trong nhng ieu kien tien quyet oi vi cac nha quan ly la can hieu ieu kien va moi trng hoat ong cua doanh nghiep mnh

Moi trng hoat ong cua to chc co the chia thanh 3 mc o: moi trng v mo (hay moi trng tong quat), moi trng vi mo (hay moi trng ac thu) va moi trng ben trong (moi trng noi bo). 1.3.1 Moi trng v mo Bao gom cac yeu to ben ngoai pham vi hoat ong cua doanh nghiep nhng co the gay ra nhng anh hng ln oi vi hoat ong cua doanh nghiep ma doanh nghiep kho co the kiem soat c. Doanh nghiep ch co the tan dung neu no la c hoi va ne tranh neu la nhng nguy c. Moi trng v mo bao gom cac yeu to sau: Kinh te: phan anh s phat trien, thu nhap nen kinh te cua mot nc va ieu kien kinh te c xem la mot trong nhng nhan to tac ong manh en th trng. Cac yeu to kinh te chu yeu anh hng en cac doanh nghiep bao gom tong thu nhap quoc dan GDP va thu nhap quoc dan tren au ngi, lam phat, mc o tieu dung, lai suat, thay oi ty gia, chnh sach tai chnh tien te, mc o that nghiep, Van hoa: moi trng van hoa xa hoi thng anh hng en nhan thc, tnh cach va gia tr cua cac ca nhan trong xa hoi va ieu nay tac ong en hanh vi tieu dung cua ca nhan. Do o cac doanh nghiep can quan tam en cac van e: S pha tron cua cac nen van hoa, s thay oi dan c gia cac vung, so lng phu n co viec lam tang len, nhan thc ve ve sinh sc khoe c nang cao, s tang len cua cac tieu chuan ve giao duc, phong trao bao ve moi trng thien nhien. Chnh tr phap luat: Cac chu trng chnh sach cua ang va Nha nc trong tng thi ky tren cac lnh vc chnh tr, kinh te va xa hoi co anh hng hoac gian tiep hoac trc tiep rat ln en toan bo tien trnh kinh doanh va quan tr kinh doanh moi doanh nghiep. Chnh phu va co the thuc ay, va co the han che viec kinh doanh thong qua viec ban hanh cac chnh sach kinh te nh: tr cap cho cac nganh c la chon, u tien ve thue hay han che va ieu chnh kinh doanh bang cac bo luat, ngh nh, thong

t va cac quyet nh nh Bo Luat Lao ong, Luat Thng Mai, Luat Doanh Nghiep, Luat au T Trong nhng anh hng t chnh sach cua nha nc, th cac chnh sach ve thue co anh hng trc tiep nhieu nhat en viec can oi thu chi, li lo va chnh sach kinh doanh moi doanh nghiep. Chang han nh neu cac khoan thue ve li nhuan qua cao, th s khuyen khch i vao kinh doanh hoac tiep tuc kinh doanh se co xu the giam xuong, va nhng nha au t se i au t ni khac. Khoa hoc ky thuat va cong nghe Cong nghe thng xuyen bien oi, cong nghe tien tien lien tuc ra i, chung tao ra cac c hoi cung nh nguy c rat ln cho cac doanh nghiep. Do o, doanh nghiep phai tnh en s anh hng cua cac yeu to nay trong cac mat hoat ong cua mnh. Se la mot sai lam neu cac nha quan tr khong hoach nh c mot chien lc ung an ve ky thuat va cong nghe trong tng thi ky e san xuat cac loai san pham tng ng vi th trng. Thc te ang chng to rang, nha doanh nghiep nao nam bat nhanh nhay va ap dung kp thi nhng thanh tu tien bo nh vu bao cua khoa hoc ky thuat th ngi o se thanh cong. T nhien Nhng yeu to ve t nhien tao s hap dan va thu hut du khach. Nhng yeu to ve t nhien bao gom phong canh, nui non, doc a, he ong thc vat, bai bien, thi tiet, kh hau Ngoai ra cac doanh nghiep cung nen chu trong en van e o nhiem moi trng, pha hoai moi trng t nhien trong qua trnh khai thac nham am bao cho viec phat trien du lch ben vng. 1.3.2 Moi trng vi mo Bao gom nhng yeu to tac ong tng oi trc tiep en hoat ong cua doanh nghiep. Moi trng nay gom cac yeu to sau: khach hang, nhng nha cung cap, cac oi thu canh tranh, trung gian, cong chung

Khach hang: gom nhng ngi tieu thu cac san pham cua doanh nghiep, quyet nh au ra cua doanh nghiep. Khong co khach hang cac doanh nghiep se gap kho khan trong tieu thu cac san pham va dch vu cua mnh. Tm hieu ky lng va ap ng ay u cac nhu cau cung s thch, th hieu cua khach hang muc tieu se la ieu kien song con cho s ton tai va phat trien cua moi doanh nghiep noi chung va he thong quan tr cua no noi rieng. Cac oi thu canh tranh: quyet nh tnh chat va mc o canh tranh gianh li the trong nganh. oi thu canh tranh thng co nhng dang sau: + Doanh nghiep hien hu trong nganh: chnh la so lng doanh nghiep tham gia canh tranh, mc o tang trng trong nganh, c cau chi ph co nh, mc o a dang hoa san pham. Doanh nghiep can phan tch oi thu canh tranh muc tieu tng lai, nhan nh cua ho oi vi ban than va chung ta, chien lc cua ho ang thc hien, tiem nang ma ho co e nam c va hieu c cac bien phap phan ng va hoat ong ma ho co the. + Cac oi thu tiem an: thng chu y khai thac cac nang lc lao ong mi, gianh th phan va nguon lc can thiet. Do o, doanh nghiep can lu y danh nguon lc phat trien va van dung cong nghe mi vao chien lc cua mnh. Doanh nghiep can chu y viec mua lai cac c s khac luon la bieu hien cua s xuat hien oi thu mi xam nhap. Doanh nghiep nen bao ve v the canh tranh bang cach phat trien li the canh tranh nh a dang hoa san pham, chuyen oi cong nghe e gianh nhng u the ve gia, th phan, s tn nhiem cua khach hang. Cac nha moi gii: Trong cac hoat ong ve quan tr kinh doanh cac nha doanh nghiep khong the khong co cac quan he vi cac ban hang, cac ai ly va nhieu to chc moi gii khac. Nhng nha moi gii thng la nhng cong ty ho tr cho doanh nghiep trong viec

chuyen ch, van chuyen, tuyen chon nhan s, giup ve mat ky thuat, tai chnh, tieu thu va pho bien hang hoa cua doanh nghiep trong gii khach hang. Viec la chon nhng nha moi gii cac doanh nghiep nen het sc than trong va phai xay dng quan he hp tac tot ep vi cac nha moi gii. Cac nhom ap lc: cac nha quan tr can phai xay dng ke hoach hoat ong phu hp cho bay gii co quan he trc tiep c ban sau: gii tai chnh, gii co quan he trc tiep thuoc cac phng tien thong tin, cac gii co quan he trc tiep thuoc cac c quan Nha nc, cac nhom cong dan hanh ong, cac gii co quan he trc tiep a phng, quan chung ong ao va cong chung trc tiep noi bo. 1.3.3 Moi trng noi bo cua doanh nghiep Phan tch moi trng noi bo nham xac nh nhng iem manh, iem yeu cua mnh, tren c s o e a ra nhng bien phap nham giam bt nhng iem yeu va phat huy nhng iem manh e at li the toi a. Cac nguon lc chu yeu e doanh nghiep ton tai bao gom: tien von, con ngi, c s vat chat, marketing. Nguon nhan lc: la mot trong nhng yeu to anh hng en s thanh cong hay that bai cua mot doanh nghiep. Nhng giai phap co ung an nh the nao cung khong mang lai hieu qua khi khong co nhng con ngi lam viec co hieu qua. Nguon nhan lc bao gom: nhng nha quan ly du lch, nhng ngi hoat ong trc tiep trong nganh du lch. C s vat chat: tao ieu kien thuan li e phuc vu du khach tot hn, tao tam ly an tam va thoai mai cho du khach. C s vat chat trong nganh du lch bao gom: phng tien van chuyen du khach, c s lu tru va an uong 1.4 Nhng hoat ong cua marketing du lch Co nhieu quan niem khac nhau ve marketing mix: 4P, 7P, 8P. Trong nganh du lch, cac nha quan tr marketing du lch thng s dung mo hnh marketing mix 8P e tac ong hieu qua hn vao th trng du lch. Mo hnh nay gom bon thanh phan chnh

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cua marketing truyen thong la Product (san pham), Price (Gia), Place (phan phoi), Promotion (Chieu th xuc tien du lch). Ngoai ra do du lch la mot loai hnh dch vu, co nhng ac iem khac vi nhng san pham hu hnh khac nen can xem xet them nhng yeu to : People (Nhan s du lch), Packaging (Phoi hp tour tron goi), Programming (Chng trnh, le hoi du lch) va Partnership (oi tac lien ket). Trong bai luan van nay toi ch nhan manh en 4 thanh phan chnh cua marketing truyen thong la Product (san pham), Price (Gia), Place (phan phoi), Promotion (Chieu th xuc tien du lch). 1.4.1 Nghien cu th trng, phan khuc th trng, la chon th trng muc tieu Nghien cu, thiet lap quan he vi th trng: Nghien cu, thiet lap quan he vi th trng la hoat ong thu thap cac thong tin ve cac yeu to cau thanh th trng, phan loai, phan tch, anh gia va pho bien thong tin chnh xac, e ngi quan tr can c vao o ra quyet nh. Trong c che th trng hien nay, khong mot n v kinh doanh nao co kha nang ap ng toan bo san pham ma nhu cau th trng oi hoi do th trng ngay cang phc tap, a dang ve quy mo lan ket cau. Cac n v kinh doanh muon thanh cong eu phai tm cach tham nhap va phat trien th trng ma mnh co kha nang ap ng hieu qua nhat. Th trng la yeu to song con oi vi bat ky mot hoat ong san xuat kinh doanh nao. Do o, muon xam nhap va phat trien th trng mot cach co hieu qua th nha quan tr phai tien hanh phan khuc th trng, chon la th trng muc tieu, t o nh v san pham tren phan khuc th trng a chon. Phan khuc th trng: Phan khuc th trng la chia th trng thanh nhng bo phan nho khac biet nhau (nhng trong moi oan lai ong nhat. Viec phan khuc ung an se giup cho doanh nghiep co chien lc, chien thuat phu hp vi tng loai khach hang muc tieu, nh o at c li nhuan toi a va cac muc tieu khac cua doanh nghiep. Phng

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phap phan khuc th trng rat phong phu, tuy loai san pham va dch vu khac nhau ma phng phap phan khuc se khac nhau. - Phan khuc theo khu vc a ly: ay la phng phap phan khuc thng thay nhat, no oi hoi chia th trng thanh nhieu n v a d khac nhau nh: quoc gia, tieu bang, vung, quan, thanh pho, khu ngoai o. - Phan khuc theo dan so: Phan khuc theo dan so la chia th trng thanh cac nhom da tren s khac biet dan so nh tuoi tac, gii tnh, quy mo gia nh, mc thu nhap, nghe nghiep, hoc van, tn ngng, chung toc, ton giao - Phan khuc theo tam ly: ay khach hang c chia thanh cac nhom khac nhau tren can ban tang lp xa hoi, kieu song va ac tnh nhan cach. - Phan khuc thai o: Khach hang c chia thanh cac nhom tren can ban s hieu biet, thai o s dung hoac phan ng oi vi mot san pham. La chon th trng muc tieu: Sau khi tien hanh phan khuc th trng, doanh nghiep nen anh gia cac phan khuc trc khi chon la cac phan khuc th trng o e co nhng chien lc phu hp. Doanh nghiep phai chu y en s phat trien va tam c phan khuc, tnh thu hut c cau phan khuc, muc tieu cung tai nguyen cong ty. - S phat trien va tam c phan khuc: Van e th nhat ma doanh nghiep phai hoi la phan khuc tiem nang co ung vi tam c va cac ac tnh phat trien hay khong. - Muc ch va nguon tai lc cua doanh nghiep: Doanh nghiep can xem xet cac muc ch rieng cua mnh va nguon tai lc trong moi quan he vi phan khuc, sau khi a co phan khuc tam c va s phat trien tch cc. nh v san pham:

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nh v san pham co ngha la xac nh v tr san pham cua doanh nghiep mnh so vi cac oi thu canh tranh. au tien doanh nghiep phai xac nh v tr cua tat ca cac oi thu canh tranh hien co, sau o mi xac nh mnh ang v tr nao. Co 2 chien lc nh v san pham: - Chien lc nh v san pham canh tranh trc tiep: Doanh nghiep thuyet phuc khach hang bang moi cach nhan manh li the san pham cua mnh so vi cac oi thu canh tranh. - Chien lc chiem lnh th trng mi: Doanh nghiep tao cho san pham mnh co mot v tr hoan toan mi tren th trng ma cha san pham nao co. Co ngha la doanh nghiep tm cho trong cua th trng, ni cha co oi thu canh tranh. e thc hien chien lc th trng mot cach co hieu qua, ngoai viec phan khuc th trng, chon la th trng muc tieu, nh v san pham, doanh nghiep con phai tm cach phat trien th trng. Viec tm c th trng a kho con viec gi c th trng cang kho hn. Chnh v vay doanh nghiep phai m rong quy mo, thiet ke san pham mi neu co the c e phat trien th trng nham tao c v the canh tranh, uy tn san pham tren th trng. 1.4.2 Chien lc san pham Nhng yeu to c ban cua san pham du lch bao gom: - Tai nguyen thien nhien: phong canh, cong vien, ho suoi, nui non, doc a, eo, he thong ong va thc vat, bai bien, hai cang. - Ni tieu bieu van hoa va lch s: vung khao co, kien truc truyen thong, nghe thu cong ban a, thc pham ac san, le lat, nghi thc, phong tuc, mua hat. - Ni giai tr: cong vien, san golf, ni cam trai, ni picnic, ni bi loi, ni chi ski. - Cac tien nghi du lch: chieu ai, phuc vu ngh ngi, nha hang, mua sam, trung tam thong tin, he thong ang ky gi cho.

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-Kh hau - Cac tai nguyen thien nhien khac - Hap dan tam ly: my quan, thai o hai long Tour du lch: la chuyen i c chuan b trc bao gom tham quan mot hay nhieu iem du lch va quay tr ve ni khi hanh. Chuyen du lch thong thng co cac dch vu ve van chuyen, lu tru, tham quan va cac dch vu khac. Con ngi la mot trong nhng nhan to quyet nh s thanh cong cua san pham du lch. Con ngi trong du lch co the la nhng nha quan ly du lch, nhng ngi phuc vu trc tiep trong nganh du lch nh hng dan vien du lch, nhan vien tiep tan, an uong. Cung co the la dan c ni du lch the hien qua long men khach, 1.4.3 Xac nh gia Cac phng phap nh gia - nh gia da vao chi ph: phng phap nay hng vao muc tieu chi ph va li nhuan cua to chc. Theo o ngi ta cong mc li tieu chuan vao ph ton cua mot san pham. - nh gia theo th trng: theo cach nay th ngay t ban au to chc a nh gia san pham mi cua mnh tng oi thap nham thu hut c mot lng khach mua ln va chiem c mot th phan ln. - nh gia nham chat loc th trng: chnh sach nay chu trng xac nh mot mc gia cao nhat cho cac san pham mi nham at li nhuan cao e bu ap cho th phan han che. - nh gia theo thi gia: nh gia chu yeu da vao gia cua oi thu canh tranh ma t chu trong vao ph ton hoac so cau rieng cua mnh. - nh gia da tren ngi mua: la cach nh gia da tren s cam nhan ve gia tr cua ngi mua. Gia c e ra la at c cai gia tr cam nhan cua khach hang

14

- nh gia tam ly: + Gia ch bao chat lng: gia cao lam cho ngi mua cam nhan san pham co chat lng cao + Gia co so le: thay v lam tron, cac doanh nghiep thng a ra gia co so le sau hoac di con so lam tron lam cho ngi mua co tam ly la gia re. - nh gia theo thi vu: ng vi moi thi vu co mot mc gia khac nhau ng vi nhu cau theo tng thi iem trong nam Phng phap an nh gia tour Khong co mot nguyen tac nao goi la nguyen tac chuan e tnh gia thanh khi an nh gia tour. Tuy nhien khi nh gia tour, ngi ta thng da vao cac yeu to sau: - Da vao nhng con so rong, khong phai con so gop e tranh tnh lai rong hai lan, tranh oi gia len cao lam kho ban san pham. Gia rong khac gia thanh, gia gop. Gia rong = gia gop - %hoa hong cho cac ai ly - Da vao con so khach ang ky t nhat ch khong phai nhieu nhat. - Phan ln thu nhap t khoan bo sung ch khong phai t tien hoa hong Gia ban tour = gia thanh + khoan bo sung Khoan bo sung t 10 en 40%. Neu tour oc ao, khong co oi thu canh tranh th gia bo sung se cao. - Khi tnh gia tour, ngi ta thng da vao phng phap phan tch iem hoa von bang cach tnh nh ph va bien ph + Bien ph tang theo so lng khach trong oan. Bien ph tour gom co: khach san, thue va dch vu ph, an uong, tien tip, dch vu tham gia, chi ph van chuyen. + nh ph khong tang theo so lng khach, bao gom: lng tra cho cong nhan vien, ph thiet ke tour, chi ph quang cao,

15

Sau khi tnh c nh ph va bien ph, cong tat ca e co gia thanh, t o, tuy tng trng hp muon co mot khoan li bao nhieu o se cong them gia thanh vi mot khoan bo sung t 10-40% e co gia tour cho moi khach. 1.4.4 To chc phan phoi Muc ch cua phan phoi trong du lch la thiet lap moi lien he gia cung va cau, gia cac to chc du lch va khach du lch, a san pham va dch vu en khach hang va a khach hang en vi san pham. He thong kenh phan phoi trong du lch la mot tap hp cac i v cung ng hay cac ca nhan e hoat ong nhng viec thuoc lnh vc cua mnh hoac cua nhng n v khac nham a khach hang en vi san pham hoac cung cap thong tin ve san pham cho khach hang. Gia nha cung ng va khach du lch khi giao dch vi nhau co the thong qua kenh phan phoi trc tiep hoac gian tiep. 1.4.5 Hoat ong chieu th Theo luat du lch Viet Nam: Xuc tien du lch la hoat ong tuyen truyen, quang ba, van ong nham tm kiem, thuc ay c hoi phat trien du lch Cac hnh thc chieu th: - Quang cao trong du lch nham muc ch: m rong vung anh hng, thu hut du khach, thu hut khach hang mi tai a phng, gii thieu ac san mi, san pham mi, loi cuon khach hang quen tr lai, tao danh tieng cho nha hang, khach san, a iem du lch, loi cuon s chu y, lu gi s chu y mot luc e kch ong nhu cau, ham muon, thong bao ve ac tnh cua nha hang, khach san, iem du lch. - Trong xu hng bung no thong tin nh hien nay, Internet tr thanh phng tien quang cao hu hieu trong viec truyen ba cac san pham du lch en vi khach hang.

16

- Ban hang ca nhan: la hnh thc s dung nhan vien ban hang e thong tin, thuyet phuc khach hang tiem nang mua san pham nham at c muc tieu cua doanh nghiep - Khuyen mai: la nhng hoat ong xuc tien cua doanh nghiep nham kch thch khach hang mua hang va lam tang doanh so ban hang trong ngan han bang cach gianh nhng li ch nhat nh cho khach hang - Quan he cong chung: la nhng hoat ong nham tao an tng tot ep cua san pham trong long cong chung.

Ket luan chng 1 Du lch trong nhng nam gan ay tr thanh mot nganh kinh te mui nhon cua nhieu quoc gia va a ong gop mot phan khong nho vao s phat trien kinh te the gii. San pham du lch co nhng ac tnh vo cung ac biet nen Marketing rat can thiet trong lnh vc nay. Trong chng 1, luan van a trnh bay nhng van e ve san pham du lch, nhng ac tnh cua san pham du lch, Marketing du lch va s can thiet cua Marketing du lch, cac tac ong cua moi trng en du lch, cac hoat ong nghien cu th trng, chon th trng muc tieu, va 4 P trong c ban trong hoat ong Marketing. Tren c s o, luan van tap trung nghien cu ve thc trang hoat ong Marketing cua nganh du lch Thanh pho Ho Ch Minh chng 2

17

CHNG 2: THC TRNG HOT NG MARKETING CA DU LCH

THNH PH H CH MINH N NM 2006 2.1 Khai quat du lch Viet Nam Nhng nam qua, toc o tang trng cua nguon khach quoc te en Viet Nam rat kha quan vi li the cua canh quan thien nhien nguyen s, t o nhiem, gia tr nhan van giau ban sac dan toc va nguon nhan lc doi dao, thong minh, hieu khach. Cac san pham du lch tng bc c cac cong ty du lch au t, cung s phoi hp cua cac cap chnh quyen a phng tao ieu kien cho viec phat trien, thu hut ngay cang nhieu cac d an au t phat trien du lch trong va ngoai nc Ngoai ra, cung co nhng thanh cong trong viec hp tac phat trien du lch vi cac nc trong khu vc ong Nam A. Bang 2.1: So lng khach du lch quoc te en Viet Nam (trieu ngi) Ch tieu Khach du lch QT en Viet Nam 2001 2,33 2002 2,63 2003 2,43 2004 2,93 2005 3,47 2006 3,60

Nguon: Tong cuc Du lch Viet Nam Trong nam 2003 va 2004, du lch Viet Nam gap khong t kho khan, thach thc, nganh du lch Viet Nam a ri vao tnh trang ngng tre do tac ong cua nhng yeu to khach quan nh: chien tranh Iraq, s tr tre cua nen kinh te toan cau (van cha hoi phuc ke t khi nc My b tan cong), ac biet la dch SARS va gan ay la dch cum ga, Nhng yeu to tren a khien cho nganh du lch b thiet hai ang ke. Cu the, theo Tong cuc du lch Viet Nam, nam 2003 lng khach quoc te en Viet Nam at 2,4 trieu lt, giam 200 lt va bang 84,6% so vi nam 2002, khach noi a bang nam 2002 (1,3 trieu lt khach), thu nhap du lch at 23.000 ty ong. D oan, du lch Viet Nam nam 2007 se on khoang 4 trieu du khach. Viet Nam c bnh chon la 1 trong 10 nc hap dan nhat ve du lch. Nhng nhieu nha quan sat thay trien vong cho du lch Viet Nam la rat ln neu Viet Nam biet khai thac tot the manh cua mnh la long men khach va s on nh chnh tr xa hoi, ong thi tao ra cho du khach

18

cam giac thoai mai khi mua sam, giao tiep tren ng pho cung nh cac trong iem du lch. Theo ket qua ieu tra nam 2005 ty le du khach en Viet Nam lan th 2, th 3 tang hn nhieu so vi nam 2003. Lng khach en lan th 2 tang 6,4% va en lan th 3 tang 0,3%, chu yeu t cac nc chau A va trong khu vc ASEAN nh Campuchia, HongKong, ai Loan, Malaysia, Trung Quoc ieu nay chng to moi trng du lch Viet Nam ngay cang hap dan hn trong mat du khach nc ngoai. Tuy nhien cac yeu to bat li cho s phat trien cua th trng van con nhieu va kho co the khac phuc trong thi gian ngan: C s ha tang va c s vat chat ky thuat con nhieu han che, chat lng dch vu va moi trng du lch chung cha cao, thu tuc lien quan en khach du lch cha hoan toan thuan li, cac hoat ong quang ba, thong tin du lch con han che, hieu qua thap 2.2 Tiem nang du lch Thanh pho Ho Ch Minh Du khach i du lch Viet Nam ai cung muon ti Thanh pho Ho Ch Minh e chiem ngng mot vung kinh te nang ong, a dang ve lch s van hoa truyen thong va hoa mnh vao thien nhien ti ep cua ni nay. Cai an tng au tien e lai cho du khach khi en vi thanh pho 300 tuoi nay la s nao nhiet, tre trung, nang ong. Nhng toa nha cao oc san sat trong trung tam thanh pho, nhng khu ch sam uat, pho xa vi hang day cac ca hieu, quan an, nha hang, khu vui chi giai tr m ca phuc vu en khuya. Thanh pho c menh danh la Hon ngoc Vien ong, hien nay la mot trung tam du lch ln nhat nc ta. 2.2.1 V tr, kh hau, dan so V tr a ly Thanh pho Ho Ch Minh co tiem nang a dang va phong phu e phat trien du lch. Trc het v tr a ly cua Thanh pho thuan li e ket noi ve du lch vi cac a phng trong nc va nc ngoai. Thanh pho Ho Ch Minh la ca ngo e en vung ong, Tay Nam bo, Nam Trung bo va cac vung khac cua Viet Nam. Ngoai ra Thanh pho cung nam gan cac trung tam du lch ln cua ong Nam A (Malaysia, Thai Lan, Singapore, ) co kha nang noi tour vi cac lang gieng e hnh thanh nhng

19

chng trnh du lch hap dan. T cac th trng trong iem (Nhat, ai Loan) en Thanh pho Ho Ch Minh bang ng hang khong thuan tien va mat t thi gian. Ngoai ra Thanh pho con co cang bien e on tau du lch ln, he thong ng song noi lien cac tnh ong bang song Cu Long va sang tan Campuchia, ng sat dan en cac tnh mien Trung, mien Bac va Trung Quoc, mang li ng bo noi thanh va lien tnh ngay cang c m rong va nang cap. Kh hau Thanh pho nam trong vung nhiet i gio mua, mang tnh chat can xch ao. Lng bc xa doi dao, trung bnh khoang 140 kcal/cm2/ nam, nang trung bnh 6,8 gi/ ngay. Nhiet o trung bnh nam khoang 27,5o C. Bien o trung bnh gia cac thang trong nam thap la ieu kien thuan li cho s tang trng va phat trien quanh nam cua ong thc vat. Ngoai ra, thanh pho co thuan li la khong trc tiep chu tac ong cua bao lut. Quanh nam hai mua ma nang, ma th cht en, cht i, nang th khong qua nong gat, nen thi iem nao thanh pho Ho Ch Minh cung co the la mua du lch. Dan so Thanh pho Ho Ch Minh nam mien ong Nam Bo, co dien tch 2.090 km2 , dan so c tnh nam 2004 la 6,06 trieu ngi . Sang nam 2005 a co khoang 7 trieu dan ang ky ho khau tai thanh pho ln nhat Viet Nam nay. Tuy nhien so dan co mat trong thanh pho thng cao hn vi khoang 2 trieu dan ngoai tnh vao thanh pho lam an theo mua vu. Ben canh ngi Viet, cong ong ngi Hoa gom hn 400.000 ngi ong gop khong nho cho s phat trien cua Thanh pho. 2.2.2 Tai nguyen du lch Tai nguyen du lch t nhien Tai nguyen du lch t nhien cua Thanh pho co phan han che so vi cac a phng trong vung, co gia tr nhat ve tai nguyen thien nhien cua Thanh pho la he thong song ong Nai Sai Gon va khu rng ngap man Can Gi a c Unesco

20

cong nhan la khu d tr sinh quyen cua the gii. Tham cay xanh ay vo cung quy gia vi kh hau va phong canh hoan toan tng phan vi khu vc trung tam ang o th hoa nhanh chong. ieu ac biet la vung nay lai nam ngay sat Thanh pho, tng lai co the khai thac ve du lch sinh thai, da ngoai, ngh dng, nghien cu khoa hoc va tham quan di tch lch s van hoa, hien mot so cong ty du lch a co c s kinh doanh tren a ban (Tong Cong ty Du lch Sai Gon, Cong ty Du lch Phu Tho, Lc lng Thanh nien Xung phong,. ). Nganh du lch ang xuc tien phoi hp vi huyen e xay dng e an phat trien du lch vung nay. He thong song, rach cua Thanh pho cung la mot tai nguyen quy gia, song hien nay cha khai thac het. Trong tng lai co the hnh thanh nhng tour tren song trong noi thanh cung nh ra tan cac huyen ngoai thanh va cac tnh lan can, trc mat can au t nang cap tau, ben bai, dch vu kem theo. Nhng vung ngoai thanh cua Thanh pho co phong canh va sinh hoat ruong vn ac thu Nam bo, Thanh pho co the khai thac tiem nang nay cho cac loai hnh du lch nong thon, vn, du lch da ngoai. Chung loai va so lng thu tai Thanh pho rat han che. Ve thu t nhien ch co vn co Thu c, co the ket hp vi mot so iem va dch vu khac e xay dng chng trnh tham quan na ngay. Ben canh o gan ay mot so ho dan co nuoi ca trong ao nha e to chc du lch cau ca, ngh ngi chu yeu vao cuoi tuan. Ngoai ra con co mot so t thu c nuoi trong Thao cam vien va cong vien. Nhn chung sc hap dan con cha cao. Tai nguyen du lch nhan van Tai nguyen du lch nhan van cua Thanh pho tng oi phong phu hn so vi tai nguyen du lch thien nhien, co the neu mot so gia tr tieu bieu cua tai nguyen nay nh sau: - Cac di tch lch s van hoa: a ao Ben Dc Cu Chi, Hoi trng Thong nhat, Toa nha Uy ban nhan dan Thanh pho, Bu ien Thanh pho, Lang Le Van Duyet, Mi tam thon vn trau, nh Minh Hng Gia Thanh, nh Thong Tay Hoi,.

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- Di tch khao co: Lo gom Hng li, Di tch mo chum Giong ca vo, Giong Phet Can Gi, - Bao tang: Bao tang lch s, Bao tang cach mang, Bao tang chng tch chien tranh, Bao tang Ho Ch Minh ( Nha rong), Bao tang my thuat, - Cac c s ton giao: Chua Giac Lam, Chua Giac Vien, Chua Vnh Nghiem, Chua Ong, Chua Ba, Nha th c ba, Nha th Tan nh, Nha th Cha Tam, Nha th Huyen S, en Hoi giao trung tam, - Khu du lch, vui chi giai tr: am Sen, Suoi Tien, cac cong vien nc, Ngoai ra con co hang loat hoat ong van hoa nghe thuat, le hoi truyen thong, the duc the thao, thng mai gop phan thu hut du khach. 2.3 Thc trang kinh doanh du lch tai Thanh pho Ho Ch Minh 2.3.1 So lng khach du lch Khach du lch quoc te Bang 2.2: Lt khach quoc te en Thanh pho Ho Ch Minh
Nam Lt khach QT en TP.HCM Toc o tang trng (%) Phng tien van chuyen ng khong ng bien ng bo

2001 2002 2003 2004 2005 2006

1.226.400 1.433.000 1.302.000 1.580.000 2.000.000 2.350.000

+11.5% +16.8% -9.0% +21% +27% +17,5%

1.066.645 1.279.782 1.130.689 1.380.000 1.753.784 1.858.000

12.581 10.272 4.002 15 6.587 20.000

147.174 142.946 167.309 185 239.629 472.000

Nguon: S Du lch Tp.HCM

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3470 2330 1226 2628 2928 2429 2000 1433 1302 1580

3600

2350

2001

2002

2003

2004

2005

2006

Khach du lch QT en TPHCM

Khach du lch QT en Viet Nam

Hnh 2.1: Bieu o khach du lch quoc te en Viet Nam va Tp. Ho Ch Minh (1000 lt)

T khi Viet Nam thc hien chnh sach oi mi, m ca e hoi nhap vao nen kinh te khu vc va the gii, nhat la t nam Du lch Viet Nam 1990 en nay, nganh du lch TP.HCM a co nhng bc phat trien vt bac. Nam 2001, Thanh pho on tiep hn 1,2 trieu du khach quoc te; trong o, co khoang 1 trieu khach en bang ng khong, chiem 86,9%,; 12,5 nghn du khach en bang ng bien, chiem khoang 1%, va 147 nghn du khach en bang ng bo, chiem khoang 12% tong so du khach en Tp.HCM. en nam 2005, a co khoang 2 trieu du khach en TP.HCM, at mc tang trng 27% so vi nam trc. Trong so 2 trieu du khach nay th co tren 1,7 trieu du khach quoc te en bang ng khong, chiem 87% tong lng khach quoc te en Thanh pho. Khach en bang cac ng khac c at 250.000 lt, chiem 13% tong lng khach quoc te en Thanh pho, tang 25% so vi nam 2004. Viec tang trng manh lt khach en Viet Nam cho thay ket qua bc au cua mot loat cac chnh sach, bien phap kch thch du lch noi vung nh mien visa du lch, m them nhieu ng bay, gia ve re -linh hoat va nhat la tac ong cua mot so chng trnh quang ba xuc tien ma nganh du lch Thanh pho a thc hien thi gian qua. Khach trong nc

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Viec xac nh lng khach noi a en va i khoi Thanh pho gap nhieu kho khan, hau nh khong co phng phap nao e tnh. Tuy nhien co the da vao cac ch tieu sau ay e anh gia s phat trien hoat ong du lch noi a cua Thanh pho: + Khach du lch trong nc do cac c s lu tru phuc vu (en Thanh pho) + Khach du lch trong nc do cac c s l hanh phuc vu (t Thanh pho i) Ch tieu th nhat ang co xu hng tang cham lai, trong khi o ch tieu th hai ang tang len nhanh chong. ieu o cho thay lng khach t Thanh pho i du lch trong nc tang nhanh hn lng khach t cac a phng en Thanh pho Bang 2.3: Khach du lch trong nc do nganh du lch phuc vu Nam 2003 2004 2005 2006 Lt khach noi a TPHCM 2.400.000 2.500.000 3.000.000 3.800.000 2.3.1.1 Ve c cau nguon khach Bang 2.4: Th trng quoc te en Thanh pho Ho Ch Minh 2004-2006 (lt ngi)
STT Quoc tch Nam 2004 1 2 3 4 5 6 7 8 9 10 Hoa Ky Nhat ai Loan Uc Han Quoc Phap Trung Quoc Malaysia Singapore Canada 249.179 190.355 207.614 109.928 102.435 58.006 45.185 42.084 40.280 38.015 Lng khach Nam 2005 295.164 243.022 208.006 123.540 123.442 70.646 62.847 54.992 54.371 45.063 Nam 2006 308.261 236.633 193.382 124.388 143.667 64.293 75.839 55.282 60.513 48.429

Toc o tang trng (%) + 4,17 + 20 +26,67

Nguon: S du lch Thanh pho Ho Ch Minh

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Nguon: S Du lch Thanh pho Ho Ch Minh Cac th trng khach eu co ty le tang trng kha t 10 en 15%. Tang manh va on nh nhat la cac th trng Nga (tang 54%), Trung Quoc (38%), Han Quoc (30%), Singapore (27%). Th trng Nga chu yeu la khach oan i theo loai hnh MICE, tuy cha lot vao bang Top Ten nhng ha hen se co bc phat trien nhanh neu nh lam tot cong tac quang ba hnh anh Viet Nam ngay tai Nga. 2.3.1.2 Thi gian lu tru Trong tong so ngay lu tru Viet Nam, khach du lch quoc te Thanh pho Ho Ch Minh lu tru dai nhat la 7,8 ngay. oi vi khach i theo tour, thi gian lu tru nhieu nhat Thanh pho la 4 ngay. oi vi khach t sap xep i thi gian lu tru nhieu nhat Thanh pho la 9,1 ngay. Mc chi tieu bnh quan mot ngay khach la mot trong nhng ch tieu chat lng, phan anh mc o thu nhap va kha nang chi tieu cua khach t cac quoc gia khac nhau. e phat huy c hieu qua kinh doanh cua nganh Du lch, nhieu quoc gia a chu trong ch tieu nay. Thanh pho Ho Ch Minh co mc chi tieu bnh quan cua mot khach la 107,7 USD/ngay. Trong c cau cac khoan chi tieu cua du khach, khoan chi cho phng tien i lai chiem ln nhat, chiem gan 1/3 (nam 2005 la 32%; Singapore: 35,6%; Thai Lan: 38,5%; Trung Quoc: 32%) trong tong so cac khoang chi tieu; tiep en la chi cho c s lu tru e ngh ngi chiem gan 1/4 (nam 2005 la 21,8%), th ba la chi cho an uong va chi mua sam hang hoa, qua tang, qua lu niem chiem khoang 15%. Cac khoan chi tham quan, chi cho nhu cau van hoa, the thao, vui chi, giai tr; chi cho y te, cham soc soc khoe eu chiem rat nho trong tong cac khoan chi. Khach noi a Thanh pho Ho Ch Minh trong nhng nam qua tang trng tng oi cao trong ieu kien kinh te phat trien kha on nh, thu nhap va ieu kien song c nang cao. Them vao o Nha nc ap dung che o lam viec 40 gi tuan va keo dai cac ky ngh le trong nam lam xuat hien lng cau noi a tang, khach i ngh

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cuoi tuan hoac en tham quan giai tr tai cac iem, khu du lch Thanh pho va vung lan can cung tang. Vi mc chi tieu t 500 800.000 ong ngay. D bao ti nam 2010 mc o tang trng bnh quan cua khach noi a khoang 14-16% nam. 2.3.2 Doanh thu Mang li dch vu du lch ngay cang phat trien va m rong, quy mo cua nganh du lch ngay cang ln cong vi so lng du khach nhieu hn a gop phan tang doanh thu ang ke Bang 2.5: Doanh thu nganh du lch Thanh pho Ho Ch Minh (t ng) Nam 2002 2003 2004 2005 2006 Doanh thu nganh du lch Tp.HCM 2.580 6.459 10.800 13.350 16.200 Toc o tang trng (%) + 150,35% + 67,21% + 23,6% + 21,3%

Nguon: S Du lch Thanh pho Ho Ch Minh 2.3.3 Tac ong cua yeu to moi trng en hoat ong du lch cua T.p Ho Ch Minh 2.3.3.1 Cac yeu to ve kinh te Ty le tang trng kinh te tiep tuc tang va on nh, i song nhan dan cai thien, nhu cau du lch ngay cang tang. Lien tuc trong 3 nam 2001-2003, ty le tang trng kinh te at bnh quan 7,1%/nam, toc o tang trng GDP cua nc ta duy tr on nh vi toc o kha cao, trung bnh 9%/nam, lam phat c km che mc o thap, s hoi nhap vao nen kinh te khu vc va the gii cua Viet nam at c toc o tang trng cao. Nam 2006, khu vc dch vu cua Thanh pho Ho Ch Minh tang trng manh me (13,2%), ay la nam au tien trong vong 10 nam gan ay nganh dch vu co toc o tang trng cao hn toc o tang trng GDP.

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2.3.3.2 Cac yeu to ve chnh tr phap luat Trong nhng nam gan ay, tnh hnh khung bo, thien tai lai thng xuyen xay ra mot so nc trong khu vc a c menh danh la thien ng du lch Chau A nh ThaiLan, Indonesia, a lam cho mot bo phan khong nho khach du lch bat au chuyen hng en Viet Nam. Vi li the cua du lchViet Nam la iem en an toan, than thien trong mot moi trng nhieu bien ong cua the gii, cung vi san pham du lch sinh thai, van hoa, le hoi, lang nghe ac sac se gop phan thu hut du khach en vi Viet Nam Du lch Viet Nam la thanh vien cua To chc du lch the gii, hiep hoi l hanh cac nc Chau A Thai Bnh Dng, ky ket hiep nh du lch ASEAN thang 11/2002, va a ky hiep nh du lch song phng vi 12 nc tren the gii. ay la ieu kien phap ly thuan li cho s phat trien cua du lch Viet Nam. Viet Nam ang tien ti xoa bo visa vi cac nc trong ASEAN va mot so nc khac chau A. Cu the la mien th thc cho cong dan Han Quoc va Nhat Ban a co hieu lc t ngay 01/07/2007. ay cung la c hoi e nganh du lch Thanh pho nam bat, khai thac phat trien du lch. 2.3.3.3 Cac yeu to ve t nhien Nguon tai nguyen du lch t nhien va nhan van cua Viet Nam kha phong phu va a dang, rat thuan li cho viec phat trien nhieu loai hnh du lch. Nguon tai nguyen nay phan bo tng oi ong eu, thuan tien cho viec khai thac, hnh thanh cac tuyen, iem du lch bo sung cho nhau gia cac vung, co sc hap dan khach du lch trong va ngoai nc. 2.3.3.4 Cac oi thu canh tranh Nganh du lch nc ta thi gian qua a co nhng tien bo vt bac, ac biet la nganh du lch Thanh pho nhng van rat thap khi so vi cac nc trong khu vc. Thanh pho Ho Ch Minh la trung tam du lch ln nhat cua Viet Nam, nen oi thu

27

canh tranh cua du lch Thanh pho o chnh la cac Thanh pho du lch tre cua cac nc trong khu vc. Nhng thanh pho nay tuy tai nguyen thien nhien khong nhieu, khong co nhng vung phu can co san pham a sac nh Thanh pho Ho Ch Minh nhng nganh du lch cua ho rat phat trien vt xa nganh du lch Viet Nam noi chung va Thanh pho Ho Ch Minh noi rieng. Noi bat la: Hong Kong: von la ni du lch ly tng cua vung ong A, la iem en du lch quen thuoc cua du khach quoc te. Du khach hang nam eu tang va luon dan au trong khu vc. Nam 2005 Hong Kong thu hut 21,8 trieu du khach/ 6,8 trieu dan (at ty le 320% so vi ty le trung bnh cua the gii la 10,9%, so vi ch tieu 4,3% cua Viet Nam). Hong Kong noi tieng vi nhieu cong trnh giai tr quy mo ln nh Disneyland, Bao tang Madame Tussaud con co nhng toa nha kien truc hien ai vao bac nhat, nhng trung tam thng mai, khu mua sam sam uat va nhng cong trnh van hoa noi tieng. Giao thong ay rat an toan cung vi he thong c s ha tang hien ai. Nganh du lch Hong Kong nham en viec to chc nhng s kien vi dong khach cao cap, vao cuoi nam 2006 Hong Kong se c To chc Vien thong the gii chon mat gi vang chu tr trien lam Telecom Word s kien trc nay cha bao gi c to chc ngoai thanh pho Geneva cua Thuy Sy. Bangkok: con c goi la Krung Thep, ngha la Thanh pho thien than, noi tieng vi cac cong trnh Hoang cung, chua Vang, chua Bac va nhng thien ng mua sam, c tap ch Travel + Leisure bnh chon la thanh pho du lch tot nhat chau A va cung a chen chan vao hang th ba trong danh sach nhng thanh pho du lch hang au the gii. c s ho tr manh me t chnh phu trong viec au t quang ba xuc tien nganh du lch ra nc ngoai, vi u iem ve he thong khach san, nha hang, xin th thc nhap canh de dang, Thanh pho nay noi rieng va Thai Lan noi chung muon tr thanh trung tam du lch MICE cua ASEAN vi th trng muc tieu la cac nc trong khu vc chau A Thai Bnh Dng, ac biet Trung Quoc, An o va Viet Nam. Vi 6 trung tam trien lam hoi ch mang ang cap quoc te, noi bat nhat va quy

28

mo nhat trong so nay la Impact Muang Thong Thani toa lac thu o Bangkok vi dien tch 160.000 m2, co 11 nha trien lam, 12 phong hoi ngh, co bai au xe vi sc cha en 20.000 chiec va nhieu trang thiet b, c s ha tang hien ai khac. Ngoai nhng trung tam trien lam o so, he thong nha hang, khach san, chat lng dch vu va ac biet la nu ci cua ho se la u iem thu hut nhieu du khach MICE t cac ni tren the gii. Nam 2005 Thai Lan a on 11,52 trieu du khach quoc te. Xet ve quy mo cac trung tam trien lam ang cap quoc te Thai Lan, ch co the noi rang nhng o th ln cua Viet Nam ngay nay that kho co the tm thay mot v tr ly tng e xay dng mot trung tam trien lam co dien tch tng t. Singapore: noi tieng la quoc gia thanh pho ep va sach nhat the gii. ay la mot trong nhng thanh pho du lch hien ai cua Chau A. Vi dan so ch 4 trieu ngi, dien tch hn 600km2, hang nam Singapore thu hut gan 8 trieu du khach, tao thu nhap khoang 11 ty ola Singapore va hn 150.000 viec lam. Nam yeu to thanh cong cho du lch Singapore bat nguon t 5 ch A trong tieng Anh la: iem thang canh (Attractions), phng tien giao thong (Accessibility), c s tien nghi (Amenities), cac dch vu ho tr (Ancillary services) va s ieu chnh phu hp ve chnh sach (Adjustment). Ve mat tien nghi, Singapore dam quang ba la mot thu o am thc va mua sam bac nhat chau A. Nhng kha nang ieu chnh mi mang tnh chien lc nhat. Thanh cong cua nganh du lch Singapore chnh la thanh cong trong ieu chnh chien lc phat trien du lch trc nhng thay oi kinh te xa hoi ben ngoai. Vi ky nghe du lch MICE cua Singapore a co qua trnh phat trien hn 30 nam. Singapore ang tap trung xay dng thanh trung tam trien lam va hoi ngh hang au chau A, trung tam dch vu va giai tr bac nhat nham thc hien tham vong tang khach du lch len 17 trieu ngi, thu nhap t du lch 30 ty ola Singapore va tao 250.000 viec lam vao nam 2015. Kuala Lumpur: la thu o cua Malaysia co dien tch 243,65 km2, dan so gan 3 trieu. Vi mot moi trng trong lanh, sach ep, nhieu nha cao tang hien ai. Kuala

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Lumpur hang nam thu hut hang chuc trieu du khach ti ay. Nam 2005, lng du khach len ti 16,7 trieu, nam 2006 c tnh co tren 17 trieu lt ngi ti ay. Nam 2007, Malaysia se ky niem 50 nam quoc khanh va to chc nam du lch, Malaysia c tnh se on 18-19 trieu lt khach ti ay. 2.3.4 Phan tch s anh hng cua moi trng noi bo en hoat ong du lch cua Thanh pho Ho Ch Minh 2.3.4.1 C s du lch 2.3.4.1.1 C s ha tang ng sat: Ga Sai Gon la au moi giao thong quan trong va nhon nhp nhat trong nc, phuc vu cac tuyen van tai Bac Nam. Trong nam qua, nganh ng sat a chu ong nang cap va a vao khai thac oan tau du lch Sai Gon Phan Thiet, a vao hoat ong oan tau du lch chat lng cao Sai Gon Nha Trang m ra mot kenh van chuyen mi vi chat lng cao cho du khach. Do mat o giao thong noi th cao, viec xay dng cac tuyen tau ien ngam va ng sat tren cao (monorail) ang c trien khai nh: tuyen Ben Thanh Bien Hoa, Ben Thanh Ben xe Mien Tay, Ben Thanh Tan Sn Nhat An Sng ang c cac oi tac nc ngoai (Nhat, Phap, Nga, c) e trnh phng an au t. ng thuy: Cac he thong cang Sai Gon, Tan Cang ap ng c yeu cau tiep nhan cac tau trong tai ln. Tuy nhien, do nam trong noi o nen anh hng ln en giao thong o th va ang c di di ra khoi noi thanh. Cac cang container mi, hien ai ang c trien khai co: Cum cang Hiep Phc, cang Cat Lai ng bo: He thong ng bo day ac nhng do s gia tang dan so qua nhanh nen cha ap ng c yeu cau. e giai quyet van nan tac nghen giao thong, Thanh pho a trien khai va hoan tat nhieu d an giao thong quan trong nh: ai lo ong Tay, cau Thu Thiem, ham Thu Thiem, cau Phu My, ng Xuyen A, ng cao toc TP.HCM Long Thanh Dau Day va TP.HCM Vung Tau, ng cao toc

30

i Trung Lng, ng Nam Ky Khi Ngha. Mot so d an ln ang giai oan chuan b trien khai: cac ng vanh ai 1,2,3; ng tren cao Th Nghe San bay; cau ng Bnh Trieu ng hang khong: Thanh pho co san bay quoc te Tan Sn Nhat, cho en thang 3 nam 2006 la san bay ln nhat Viet Nam. Nam 2005, tiep nhan lng khach quoc te en bang ng hang khong chiem 2/3 tong lng khach en cac san bay quoc te tai Viet Nam. San bay nay phuc vu 7 trieu khach s dung san bay tai Viet Nam. Nha ga quoc te mi vi nang lc 8-10 trieu khach nam d kien hoan thanh cuoi nam nay. Trong tng lai khong xa, san bay quoc te Long Thanh vi cong suat 80-100 trieu khach nam se c xay dng 40km ve pha ong Bac Thanh pho.o5 Bu chnh vien thong: Thanh pho Ho Ch Minh la ni co c s ha tang bu chnh vien thong, he thong thong tin lien lac tot nhat ca nc. Tuy nhien a so du khach van anh gia he thong bu chnh vien thong cua ta van mc thap (49.4% phu luc 3 cau 13 ). Ti ay se ha hen dch vu se c cung cap tot hn vi gia cc ngay cang thap khi Nha nc ang co nhieu chnh sach cho cac doanh nghiep t nhan au t vao lnh vc nay e canh tranh vi cac nc trong khu vc. 2.3.4.1.2 C s vat chat - ky thuat phuc vu du lch Tnh en ngay 01/11/2006 toan nganh du lch Thanh pho co: + Ve doanh nghiep lu tru: Thanh pho co 772 doanh nghiep lu tru kinh doanh; 872 c s lu tru vi 22.000 phong, trong o co 801 c s lu tru vi 20.982 phong a c phan loai, xep hang, tang 161 c s va 3.091 phong so vi nam 2005 gom: 171 khach san vi 11.028 phong c xep hang 1-5 sao, tang 29 khach san va 1.419 phong so vi nam 2005. Rieng t 3-5 sao co 38 khach san vi 6.447 phong, tang 3 khach san va 707 phong so vi nam 2005.

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630 c s lu tru vi 9.954 phong c cong nhan at tieu chuan toi thieu cua nganh tang 132 c s va 1.672 phong so vi nam 2005. Nha hang: tren a ban Thanh pho hien co 144 nha hang thuoc cac cong ty du lch. Nhieu nha hang phuc vu mon an dan toc cac nc Phap, Thai Lan, Italia, Han Quoc, An o Ben canh o con nhieu nha hang phuc vu cac mon an dan toc va cac mon Au, A phuc vu cho khach du lch t tuc, khach ba lo chu yeu tap trung quan 1 va quan 3. Phng tien van chuyen khach du lch: Hien nay, tai Thanh pho co khoang gan 100 doanh nghiep co chc nang van chuyen khach du lch vi gan 1.000 au xe va 11 tau du lch. Cac phng tien van chuyen thuoc cac cong ty van chuyen, cac cong ty du lch, cac khach san, cong ty ngoai quoc doanh a so du khach nhan nh ve phng tien van chuyen mc kha tot (43.7%, phu luc 3 cau 13) Ve doanh nghiep l hanh: Hien Thanh pho co 452 doanh nghiep l hanh, vi 215 doanh nghiep l hanh quoc te va 237 doanh nghiep l hanh noi a. 2.3.4.2 Nguon nhan lc phuc vu du lch Nguon lao ong la mot trong nhng yeu to het sc quan trong e phat trien du lch. Theo thong ke cua S Du lch Thanh pho Ho Ch Minh, toan nganh Du lch Thanh pho hien co khoang 20.000 lao ong. Vi 44% la lao ong n, 56% lao ong nam. o tuoi t 18-30 chiem 43 %, o tuoi t 31-45 chiem 46%, o tuoi tren 45 chiem 11%. So lao ong lam viec tai cac khach san nha hang tai Thanh pho co 12.639 lao ong, trong o bao gom 4.898 lao ong khoi khach san nha nc, 4.281 lao ong cua khoi khach san lien doanh va 3.360 lao ong cua khoi khach san t nhan. Vi trnh o chuyen mon:

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11691 5848 1144 Cha qua a o ta o Trung ho c/cao a n g Tre n H 540 13

Bo i d n g/s ca p a i ho c

Hnh 2.2: Bieu o trnh o chuyen mon cua lao ong nganh du lch Trnh o ai hoc trong nganh du lch ch chiem 2,8%, ay la mot con so het sc khiem ton. e nganh du lch co the phat trien tot hn th ch tieu nay can phai c nang cao hn trong thi gian sm nhat.
15000 10000 5000 0 11000 1069 Anh 1801 872 7737

Phap Trung Ngoai Khong Quoc ng ngoai khac ng

Hnh 2.3: Bieu o thong ke nganh du lch TP.HCM theo kha nang ngoai ng Chiem a so van la ngoai ng Anh, trong khi o th trng tiem nang cua chung ta van la cac nc ASEAN, vi viec mien visa cho cong dan Han Quoc va Nhat Ban, trong tng lai nhu cau ve loai ngoai ng nay se tang. Tren c s nh hng phat trien nguon nhan lc t 2001 2005 trong chng trnh muc tieu cua nganh, S Du lch tap trung ay manh cong tac ao tao nguon nhan lc va ay la mot trong nhng lnh vc at ket qua tot nhat trong nam. S Du

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lch a chu trong en viec nang cao trnh o nghiep vu chuyen mon, nang cao trnh o cho oi ngu can bo quan ly, ieu hanh cua cac c s kinh doanh l hanh, a phoi hp vi Khoa Thng mai Du lch ai hoc Kinh te to chc lp ao tao giam oc l hanh vi s tham gia cua 49 hoc vien cua cac cong ty du lch, to chc boi dng on tap cho hn 37 hng dan vien s dung ngoai ng hiem nh: Nhat, Han, Y, Tay Ban Nha, c, Thai Lan va thong qua hoi ong kiem tra nghiep vu va ngoai ng e xet cap the tam thi cho 30 ngi at tieu chuan. Nganh con to chc Hoi thi hng dan vien du lch 2005 vi chu e Du lch mien Nam vi Bac Ho vi s tham d cua 69 th sinh cua 23 doanh nghiep l hanh. Nhn chung cong tac ao tao phat trien nguon nhan lc trong nam 2005 a phat huy c hieu qua, co sc lan toa en cac doanh nghiep, en tng oi tng can bo quan ly, hng dan vien du lch. Tuy nhien do chc nang ve ao tao nguon nhan lc cua S quan ly con nhieu han che cung nh cha co nghien cu thng xuyen va he thong nen nh hng ao tao phat trien nguon nhan lc cua nganh cha that s chu ong, con chay theo nhu cau cap bach ve s bien ong cua th trng khach. 2.3.4.3 Von au t Trong nhng nam qua s phat trien ha tang kinh te xa hoi cua Thanh pho a tao ra nhng ieu kien phat trien cho kinh doanh du lch. e ay nhanh toc o au t, phat trien ha tang du lch, hang nam Thanh pho danh 20% thu ngan sach t hoat ong du lch Thanh pho cho phat trien ha tang va giao cho nganh du lch to chc thc hien. Cac doanh nghiep cung a au t xay dng cac c s kinh doanh lu tru mi ap ng nhu cau a dang ve an ngh cua du khach, cac tuyen iem du lch phuc vu yeu cau du khach tham quan, vui chi giai tr, lam phong phu cac san pham du lch Thanh pho Ho Ch Minh.

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Tuy nhien s phat trien ha tang du lch thi gian qua ch mi ap ng mot so yeu cau trc mat, cha co nh hng va nguon lc tap trung e tao c s phat trien vng chac nganh du lch. 2.4 Thc trang hoat ong Marketing cua du lch Thanh pho Ho Ch Minh en nam 2006 2.4.1 Hoat ong nghien cu th trng va la chon th trng muc tieu Trong thi gian qua hoat ong nghien cu th trng luon c quan tam ung mc. Thong qua tng doanh nghiep va phoi hp gia cac doanh nghiep, S to chc tham do, khao sat ve s thch, tap quan, yeu cau dch vu, y kien ong gop cua khach hang theo th trng t o doanh nghiep nghien cu e phuc vu c tot nhat cho cac oi tng khach. Cu the nh: - S du lch Thanh pho Ho Ch Minh len ke hoach ket hp vi chnh quyen a phng phng Pham Ngu Lao, quan 1 thc hien cuoc tham do y kien cua khach du lch ve cac dch vu tai khu pho Tay Pham Ngu Lao, nham co ke hoach xay dng khu pho nay thanh mot iem du lch hap dan cua Thanh pho. - S cung phoi hp vi Vien Kinh Te thc hien e tai nghien cu khai thac le hoi va cac s kien gop phan phat trien du lch Thanh pho nham tao them nhieu san pham e thu hut du khach. Nganh du lch Thanh pho chon th trng du khach Nhat, My, Phap, c la th trng chnh cua Thanh pho. ieu nay thay ro nhat hnh thc kinh doanh cac san pham thu cong nh tui xach ket cm, quan ao may san theo phong cach ngi Nhat c bay ban rat nhieu khu mua sam ng Nguyen Hue, ong Khi. Hoac cac o gia co cho khach My, Phap, khu Le Cong Kieu, va nhng vat ky niem thi chien tranh c bay ban rat nhieu khu ch Dan Sinh. 2.4.2 San pham du lch Thanh pho

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San pham du lch la yeu to quan trong nhat e thu hut du khach en Thanh pho. Trong thi gian qua nganh du lch Thanh pho a tap trung nhieu cong sc e xay dng san pham. Cac tuyen, iem cu c nang cap song song vi viec hnh thanh nhng tuyen iem mi. Mot net mi na la viec xay dng san pham du lch con nham en a dang hoa chat lng, phu hp vi thu nhap xa hoi, ben canh nhng tour m thu hut khach pho thong, a xuat hien ngay cang nhieu tour cao cap hng en dong khach thng gia co mc chi tieu cao, phuc vu loai hnh du lch hoi ngh hoi thao (MICE) mot so doanh nghiep hang au nh cong ty dch vu l hanh SaiGon Tourist, Cong ty Fidi Tourist, Ben Thanh Tourist Hien nay du khach en Thanh pho thng tap trung tham quan mot so di tch lch s cach mang nh khu a ao Ben Dc Cu Chi, Dinh Thong Nhat, Bao tang chng tch chien tranh, cac c s ton giao (chua Giac Lam, Giac Vien, cac chua Hoa, Nha th c ba), Ch Ben Thanh, khu vc Ch Ln), ngoai ra ho mua sam va vui chi giai tr rai rac khu vc trung tam va khap Thanh pho. Khi c hoi ve so lng cac iem tham quan tai Thanh pho co en 89% (phu luc 3 cau 1) du khach anh gia Thanh pho co qua t cac iem tham quan. ay la iem yeu ln nhat cua nganh du lch Thanh pho va Thanh pho can phai no lc that nhieu mi mong thu hut c du khach en vi mnh v oi thu ang gm chnh la ngi ban lang gieng Thai Lan. Gan ay cac cong vien, khu du lch nang cao chat lng va m rong dch vu, to chc them nhieu hoat ong vui chi giai tr phuc vu du khach nh: phoi hp vi S Du lch to chc cac s kien Ngay hoi du lch lan 2; Le hoi trai cay Nam Bo. Trong dp Tet Nguyen an nganh Du lch Thanh pho cung to chc s kien Le hoi ng hoa Nguyen Hue va le hoi banh tet Tet Nguyen an vi cach thiet ke ep mat, ket hp dan gian va hien ai, m rong khong gian sang ca truc ng Le Li a thu hut ong ao khach tham quan, nhng chu yeu van la khach noi a.

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San pham du lch Thanh pho gan trc tiep vi san pham du lch cua cac a phng nhat la vung phu can. Thong thng du khach en Thanh pho Ho Ch Minh khong nhng tham quan cac iem du lch cua Thanh pho ma con i My Tho, Tay Ninh va ra mien Trung, mien Bac. ay la yeu cau khach quan e du lch Thanh pho phoi hp chat che vi cac tnh ban nham xay dng cac tuyen du lch ngay cang phong phu, hap dan hn. Ben canh Le hoi Nghinh Ong truyen thong, vung Can Gi phat trien loai hnh du lch sinh thai, bc au thu hut khach noi a, tuy nhien con kho khan ve nhieu mat, chu yeu la c s ha tang. S cung a to chc oan nganh Du lch Thanh pho lam viec vi cac tnh ong bang song Cu Long nham khao sat tuyen du lch noi tour gia Thanh pho Ho Ch Minh ong bang song Cu Long Campuchia bang ng bo, ky ket hp tac phat trien du lch vi cac tnh Bnh Phc, Bnh Thuan, Ninh Thuan, Khanh Hoa. S cung tien hanh khao sat tour du lch Theo dau chan Bac Ho cho Ban ch ao phat trien Du lch Thanh pho cung cac phong vien bao, ai vi muc ch xay dng san pham mi ong thi gii thieu y ngha va sc hap dan cua du lch Ve nguon en vi ngi dan Thanh pho. ac biet chng trnh mua sam at chuan du lch phat huy hieu qua vi 41 iem mua sam c cong nhan at chuan, gop phan kch cau, tao moi trng kinh doanh van minh, phuc vu du khach. Ben canh o, con phoi hp vi cac S nganh lien quan, quan huyen trong no lc hoan thien mot so san pham ac trng nh Khu pho Am thc ngi Hoa Quan 5, Ch em Quan 10 a vao hoat ong Ch phien tai trung tam Thanh pho, to chc thang ban hang khuyen mai, xay dng ke hoach thc hien chng trnh bieu dien nghe thuat phuc vu khach du lch. Nhng san pham nay bc au khai thac c the manh cua Thanh pho la mot trung tam mua sam, gop phan kch thch trong viec chi tieu cua du khach trong va ngoai nc. Nhn chung, san pham du lch Thanh pho Ho Ch Minh co cac the manh la: e tai lch s cach mang phong phu (Cu chi, Bao tang chng tch chien tranh), c

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s vat chat, c s ha tang, mang li dch vu tng oi phat trien so vi cac a phng khac, van hoa truyen thong ac thu (loi song, phong tuc, tn ngng,), mua sam hang lu niem (ac biet oi vi th trng Nhat), an uong (ti song, gia re), Ve hp tac quoc te trong xay dng san pham du lch, nganh du lch Thanh pho xay dng va trien khai ke hoach to chc tuyen du lch Caravan, i ng bo ket noi 3 quoc gia 1 iem en Thanh pho Ho Ch Minh PhnomPenh Bangkok. en nay chng trnh du lch bang ng bo Thanh pho Ho Ch Minh PhnomPenh ang phat trien manh, nhieu doanh nghiep du lch ang khai thac tour nay trong o cong ty SAPACO trc thuoc cong ty xe khach Sai Gon ben canh viec tang chuyen xe buyt Thanh pho Ho Ch Minh PhnomPenh, a noi chuyen en Siemreap. Cong ty du lch Thanh nien xung phong (VYC) a to chc thanh cong nhieu oan i du lch theo hnh thc Caravan (khach t lai xe hi va i theo oan). Nhn chung cong tac qui hoach au t phat trien san pham, hp tac phat trien du lch a the hien c tnh lien nganh, lien vung, phat huy c noi lc san co cua cac doanh nghiep cung vi s nh hng, ho tr cua Nha nc. Tuy nhien, van con mot so ton tai can c quan tam giai quyet nh san pham du lch phuc vu du khach con n ieu, mot so chng trnh con trien khai cham nh chng trnh nghe thuat phuc vu du khach. Thieu cac trung tam hoi ngh hoi ch cung nh nguon nhan s e to chc loai hnh du lch hoi ngh, Mat khac, cac khach san 4-5 sao tren a ban Thanh pho tuy ve tien nghi c s vat chat khong thua kem cac khach san tng ng trong khu vc nhng tong so lng phong con thieu so vi nhu cau on khach trong mua cao iem dan en tnh trang mot so doanh nghiep l hanh phai t choi nhieu oan khach ln, thng ri vao khach i theo loai hnh du lch hoi ngh hoi thao, co mc chi tieu cao. Hien nay cac dch vu ch mi tap trung cho an ngu, trong tng lai Thanh pho can au t nhieu hn na cho cac dch vu bo sung khac.

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Cung khong qua ngac nhien khi nghe du khach quoc te than phien thieu cac iem mua sam, vui chi giai tr khi ho en Thanh pho. 2.4.3 Gia ca Lng khach en Thanh pho Ho Ch Minh hang nam eu tang, chu yeu la du khach nc ngoai, khach noi a co tang nhng mc thap. He thong giao thong tiep can Thanh pho Ho Ch Minh kha phat trien ca ng bo, ng thuy va ng hang khong. Do o, du khach co the de dang la chon loai hnh phng tien van chuyen en du lch tai Thanh pho ieu nay tao ra nhieu mc gia khac nhau cho tng loai tour du lch. Gia ca du lch tai Thanh pho trong mua cao iem, nhat la dp Tet Dng Lch, Tet Nguyen an thng tang cao, oi khi lam cho du khach kho chu. Con mua vang khach, cac khach san lai canh tranh bang cach giam gia, nhat la cac khach san mini khu vc quan 1 va quan 3, ac biet tnh trang co moi gii khu vc khu pho Tay quan 1 gay nen tnh trang mat on nh trong lnh vc kinh doanh nay. Nh vay, chc nang s dung gia e tac ong en nhu cau cua Thanh pho Ho Ch Minh mang tnh t phat, khong co nh hng va khong co tac dung tot en viec xay dng va phat trien hnh anh cua mot trung tam du lch ln nhat nc. Mc gia cua tour du lch tai Thanh pho noi rieng va Viet Nam noi chung cao hn cac nc trong khu vc t 20-30%. ay la iem yeu cua du lch Viet Nam trong tnh hnh hien nay, khi cac nc trong khu vc ang co nhieu au t cho du lch va giam gia tour. Nh du lch Thai Lan, toan bo day chuyen du lch t cac hang hang khong, en khach san, nha hang eu cung nhau bat tay giam gia trong cn khung hoang tai chnh, va sau dch cum gia cam nham thu hut khach du lch en vi ho. Chung ta du a co Hiep hoi du lch nhng Hiep hoi van cha the ket hp cac doanh nghiep trong lnh vc khach san, nha hang, cac hang van chuyen cung phoi hp vi nhau trong viec bnh on gia, va a ra chnh sach gia canh tranh vi cac quoc gia trong khu vc.

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ong thi gia cc bu chnh vien thong cua ta cung hi at so vi cac nc trong khu vc vi 69% (phu luc 3 cau 8) du khach nhan xet nh the t cuoc khao sat. Do o, du gia tour cua ta co co gang ha thap bang cac nc trong khu vc th kha nang canh tranh van thap hn v khach du lch van se chon nhng nc ban e en. 2.4.4 To chc phan phoi Nganh du lch Thanh pho Ho Ch Minh a phoi hp cac kenh phan phoi trc tiep va gian tiep giup cho du khach co nhieu la chon e tiep can cac san pham dch vu cua mnh. Phan phoi trc tiep: nam 2006 la nam bung no giao dch thng mai ien t trong kinh doanh du lch. Cac cong ty du lch thi nhau chao hang cac trang web chuyen e, kinh doanh tour qua mang. T trang web dulichhe.com, dulichthu-dong.com en dulichtet.com cua Saigontourist; trang web kinh doanh Sac thu vang

(sacthuvang.com) cua Vietravel Tuy nhien lng khach ang ky mua tour nay phan ln la khach Viet kieu. Con oi vi khach ngoai quoc th hnh thc phan phoi trc tiep (chiem 25.8% (phu luc 3 cau 9) theo mau ieu tra) ch chu yeu cho khach ba lo va nhng du khach t to chc tour cua mnh khi ho en Thanh pho. Ho se t lien he vi cac cong ty l hanh tai Thanh pho e mua nhng tour tham quan Thanh pho, hoac mua nhng tour m e en nhng vung lan can cua Thanh pho. Cac cong ty se gii thieu cac tour chu yeu e ho la chon hoac thiet ke tour rieng theo yeu cau cua nhom khach. Hnh thc phan phoi nay hien ang rat pho bien dang khach du lch pho thong, khach t tien v gia tour thng thap vi chat lng dch vu chap nhan c. Nhng cong ty l hanh nay tap trung nhieu khu vc quan 1, ac biet la khu pho Tay Pham Ngu Lao. S du lch nen tang cng cong tac thanh tra, kiem tra e tranh hien tng canh tranh khong lanh manh, tranh gianh khach tai nhng cong ty l hanh nay.

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Phan phoi gian tiep trong du lch la giao mot phan hay toan bo trach nhiem chieu th cho mot hay nhieu to chc du lch khac. o la nhng to chc co tnh chat moi gii nh ai ly ban le du lch, hang ban s va ieu hanh tour, nha quan ly va ai ly du lch cho cac cong ty, nha thiet ke tour, nha to chc hoi ngh Viec phan phoi gian tiep (chiem 57.2% ( phu luc 3 cau 9)theo mau ieu tra) c thc hien thong qua cac cong ty l hanh tai cac nc va ho at lai cho cac cong ty du lch trong nc to chc. Hnh thc nay ang c ap dung oi vi nhng khach i theo oan, khach cao cap, trong thi gian gan ay hnh thc phan phoi gian tiep nay ang tang trng rat nhanh thong qua dang du lch MICE. Nhng cong ty i au trong cung cap phng thc phan phoi gian tiep o la Saigon Tourist, Ben Thanh Tourist, Fidi Tourist Nhn chung, khau phan phoi cua nganh du lch Thanh pho cha hieu qua khau phan phoi trc tiep, the hien hoat ong quang ba xuc tien du lch tai nc ngoai con cha c quan tam au t ung mc. Khau phan phoi gian tiep thieu tnh chu ong v chu yeu da vao nhng nha ieu hanh tour trung gian la cac cong ty nc ngoai. 2.4.5 Hoat ong xuc tien quang ba du lch Nhan thc c tam quan trong cua cong tac xuc tien quang ba, lnh vc quang ba xuc tien du lch co nhieu chuyen bien tch cc vi nhieu hoat ong nhieu cap o va hnh thc khac nhau cap quoc te: nganh du lch Thanh pho a chu ong tham gia cac hoi ch du lch quoc te, tang cng tiep xuc oi tac nc ngoai, chao ban san pham tai nhieu th trng cap quoc gia: nganh du lch Thanh pho tch cc tham gia cac hoat ong do Tong cuc Du lch va cac a phng ban to chc: chng trnh hanh ong quoc gia ve du lch, cac tuan le van hoa du lch Viet Nam nc ngoai, hoi ch trien lam du lch, le hoi, tour khao sat famtrip, festival

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cap doanh nghiep: nhieu n v a in an va phat hanh tai lieu quang cao du lch bang nhieu th tieng vi chat lng noi dung, hnh thc ngay cang cao. Nhn chung, cong tac xuc tien quang ba du lch c cac doanh nghiep quan tam trien khai va co s ho tr cua Chnh quyen Thanh pho thong qua kinh ph cap phat hang nam. Ve cac cong viec cu the, trong giai oan nay toan nganh a phoi hp to chc cac hoat ong sau: - Phoi hp cac phng tien truyen thong ai chung tuyen truyen quang ba du lch: a dang hoa cac kenh thong tin nh trien khai cac iem thong tin (Thng xa Tax, Sn mai Tay Sn, Bu ien Thanh pho), khai thac li the cua he thong thong tin ai chung, phoi hp chat che vi bao ai trong nc cung cap trao oi thong tin hai chieu nham thuc ay hoat ong du lch thong qua cong tac tuyen truyen co nh hng cua bao ch nh au t nang cao chat lng chng trnh truyen hnh du lch tren HTV thong qua viec thc hien cac phim chuyen e, to chc cac chuyen trang du lch tren cac bao ln nh Sai Gon Giai Phong, thc hien cac an pham du lch (ban o du lch, sach hng dan du lch) bang nhieu th tieng. ac biet la thong qua cac Ngoai giao oan, hang Hang khong, S du lch a phoi hp vi cac kenh truyen hnh quoc te va cac n v co lien quan to chc thanh cong cac chng trnh quay phim gii thieu ve iem en Thanh pho va am thc Viet Nam nh chng trnh Lets get cooking vi au bep noi tieng cua My la Tommy Tang va games show Explorace cua TV3 (Malaysia). Nganh du lch Thanh pho cung to chc tot cac chuyen Famtrip mot kenh quang ba rat hieu qua cho bao ch, cac hang l hanh cac th trng trong iem Han Quoc, Nhat, Phap, c, Nga. - Xay dng va phat hanh an pham, tai lieu quang ba du lch Thanh pho trong va ngoai nc: hieu nh va phat hanh Nien giam L hanh va Nien giam Khach san nam 2006, ban o du lch tieng Anh, hoan chnh va quang ba Lch S kien nam 2006 en cac doanh nghiep va khach du lch thong qua trang web, th ien t, thc hien

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a CD tieng Anh gii thieu iem en Thanh pho, phat hanh ban o cac iem mua sam at chuan, cac tap gap chuyen e ve nghe thu cong truyen thong, am thc, du lch sinh thai Can Gi, Tap ch Du lch Thanh pho co nhieu no lc trong cai tien noi dung, hnh thc tng bc ap ng yeu cau quang ba tuy hieu qua kinh doanh con thap, can c quan tam giai quyet trong thi gian ti - Tham gia cac hoi ch, le hoi du lch trong va ngoai nc: hng vao cac th trng trong iem va tiem nang nh ong Bac A, Tay Au, My, ASEAN S phoi ket hp chat che gia nganh du lch vi cac nganh Hang khong, Ngoai giao, Van hoa thong tin nham tang cng quang ba gii thieu hnh anh du lch Thanh pho Ho Ch Minh Viet Nam, ngoai viec tham d Hoi ch du lch quoc te tai Hong Kong, a to chc chng trnh quang ba du lch Viet Nam tai Fukuoka (Nhat Ban). Phat huy thanh cong cua Lien hoan Van hoa Du lch Viet Nhat nam 2004, Lien hoan Van hoa Du lch Viet c 2005 vi iem nhan la Le hoi OktoberFest a gop phan tang cng s hieu biet, giao lu van hoa Viet c, cac doanh nghiep du lch Viet Nam co them mot cai nhn thau ao hn ve th hieu du khach c e co chien lc khai thac co hieu qua th trng khach ay tiem nang nay. - Tang cng hp tac vi cac a phng trong va ngoai nc: nganh du lch Thanh pho a chu ong tham gia cac hoi ch, festival nh lien hoan du lch Mekong tai An Giang, lien hoan du lch bien Vung Tau, lien hoan lang nghe am thc Ha Noi, Festival Hue thong qua viec thiet ke gian hang chung gii thieu hnh anh iem en Thanh pho cung vi cac gian hang quang ba rieng cac doanh nghiep vi nhng san pham ac thu cua moi n v. Tiep tuc m rong quan he hp tac quoc te trong lnh vc xuc tien, S tch cc tham gia cac hoat ong to chc xuc tien du lch cac thanh pho ln chau A Thai Bnh Dng (TPO) tai Honolulu (Hoa Ky), tham gia hoi ch du lch CITM tai Thng Hai (Trung Quoc) gii thieu iem en Thanh pho cho th trng Trung Quoc, mot trong nhng th trng khach ang co chieu hng tang nhanh.

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- To chc cac s kien du lch: Net noi bat la tnh chuyen nghiep trong viec to chc cac s kien du lch tng bc c nang len thong qua viec c quan quan ly nha nc chuyen nganh nh hng, ho tr tao ieu kien cho cac doanh nghiep ng ra to chc, phng thc nay huy ong tiem nang the manh doanh nghiep gop sc cung vi Nha nc trong chng trnh quang ba xuc tien du lch nh: Hoi thi trai cay Nam Bo tai Suoi Tien, chng trnh am thc tai Van Thanh, Bnh Qui Ben canh viec to chc ngay hoi du lch Thanh pho lan 1/2005, nganh du lch con phoi hp vi cac Ban, Nganh lien quan to chc hai s kien van hoa du lch tai Thanh pho trong o Hoi ch trien lam du lch quoc te ITE 2005 lan au tien c to chc tai Thanh pho cung nh Viet Nam a thu hut c 60 n v t 10 quoc gia va vung lanh tho, 16 tnh thanh trong ca nc tham gia trien lam vi t cach la ngi ban san pham cung vi s tham gia cua 150 khach hang vi t cach la ngi mua trong va ngoai nc, tao ieu kien cho cac doanh nghiep du lch Viet Nam tm kiem oi tac tin cay, th trng phu hp e chao ban san pham. ay cung la tien e tot e nganh Du lch Thanh pho t tin to chc tiep loai hnh hoi ch trien lam du lch quoc te trong nhng nam ve sau. Nhn chung, hoat ong xuc tien du lch nhng nam qua co nhieu chuyen bien tch cc. Net noi bat la tnh chuyen nghiep trong viec to chc cac s kien du lch tng bc c nang len thong qua viec c quan quan ly nha nc chuyen nganh nh hng, ho tr tao ieu kien cho cac doanh nghiep t ng ra to chc. Phng thc nay a huy ong c tiem nang the manh cua moi doanh nghiep, gop sc cung nha nc trong chng trnh quang ba xuc tien. Tuy nhien cong tac quang ba xuc tien du lch van con mot so han che nh: an pham du lch nhn chung con n ieu, cha a dang. Tap ch Du lch cha that s on nh ve nhan s, so lng phat hanh con thap, kho khan ve tai chnh keo dai can co phng an giai quyet can c. Tnh chuyen nghiep cua cong tac quang ba co c nang len nhng neu at trong moi tng quan chung vi cac iem en trong khu vc, co the thay cong tac tuyen truyen quang ba hnh anh iem en Thanh pho noi chung va du lch noi rieng van con cha tng

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xng vi v the cua mot iem en ln nhat nc. Ben canh o, viec tham gia cac s kien du lch tai cac a phng ban cha that s at hieu qua. 2.4.6 V the cua du lch Tp.HCM tren th trng 2.4.6.1 C hoi Boi canh trong nc - Tnh hnh chnh tr xa hoi tiep tuc on nh, tang cng xu the hoi nhap, the che kinh te th trng a hnh thanh va ang van hanh co hieu qua. He thong luat phap c hoan chnh. - Tiem lc kinh te cua Thanh pho manh hn, ve c ban u kha nang cung cap nguon von, lao ong, cong nghe e phat trien nganh du lch. - Nganh du lch Thanh pho a tr thanh mot nganh dch vu manh, co kha nang bat kp cac nc - Quyet tam cua lanh ao Thanh pho trong viec chuyen dch c cau kinh te va tao c hoi cho hoat ong du lch phat trien, the hien qua viec cu the hoa luat Du lch tao hanh lang phap ly thuc ay du lch phat trien trong the canh tranh lanh manh. - Viec to chc thanh cong hoi ngh cap cao APEC, cung vi viec c ket nap WTO ben canh nhng thach thc nganh du lch cung se c hng li t nhng tac ong tch cc cua hoi nhap nh: khach doanh nhan en Thanh pho tm c hoi au t, cac doanh nghiep nc ngoai tham gia th trng Viet Nam gop phan thuc ay s nang ong vn len cua cac doanh nghiep trong nc. - Ngay cang nhieu ng bay quoc te t Thanh pho i cac nc c m, cung s tham gia cua hang hang khong gia re, moi trng Thanh pho c cai thien se gop phan thu hut khach du lch quoc te. Boi canh quoc te - Xu the toan cau hoa, m rong quan he hp tac gia nc ta vi the gii, n gian hoa cac thu tuc xuat nhap canh. - Chu trng tang cng hoi nhap, phat trien nganh du lch, ay manh lnh vc thng mai dch vu,

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- Xu hng gia tang lng khach du lch tren the gii tai khu vc ong A Thai Bnh Dng (tang bnh quan 7%/nam) va Viet Nam (10,5%/nam) - Cac chng trnh thuc ay du lch gia cac to chc du lch quoc gia va khu vc du lch t nhan se tao ra mot san pham du lch tong hp manh hn va do o, cang thuc ay tang lng khach du lch va tang trng cua nganh. - S phat trien du lch ASEAN a m ra mot c hoi to ln cho du lch Thanh pho thu hut nhieu hn na lng khach quoc te t cac luong khach du lch o vao khu vc. S tang trng nhanh chong cua du lch tao ra c hoi marketing trong nganh du lch tau bien, du lch sinh thai, du lch hoi hop, ieu nay giup du lch Viet Nam cung nh du lch Thanh pho a dang hoa hn na cac san pham du lch cua mnh. Nhng th trng nay thng tao ra mc chi tieu au ngi kha cao, thong thng gap oi mc chi tieu trung bnh cua khach du lch quoc te. Th trng du lch tau bien thng co gia tr th trng kha cao, nhng lng khach loai nay trong khu vc con han che. Cac no lc chung ve au t cua cac cang cac iem du lch trong khu vc se giup Thanh pho co them c hoi thu hut khach loai hnh nay. - Ben canh o, viec Viet Nam tham gia vao cac to chc du lch quoc te nh ASEANTA, PATA a tao ra moi trng cho cac to chc lien quan en du lch nh hiep hoi du lch, cac cong ty du lch co c hoi cung hp tac vi cac to chc cung nganh tai cac quoc gia khac trong viec thuc ay du lch. Mat khac, trong qua trnh nay, cac to chc du lch cua Thanh pho cung se co the hoc hoi c nhieu kinh nghiem to chc, quan ly va ao tao, tiep can cac cong nghe mi e phuc vu cho nganh du lch nham nang cao sc canh tranh cua mnh. 2.4.6.2 Nguy c Boi canh trong nc - Tuy co phat trien nhng tnh hnh kinh te van con nhieu kho khan, hieu qua hoat ong cua doanh nghiep cha cao - Moi trng cho hoat ong du lch cha tot the hien viec am bao an toan cho du khach, ve sinh, trat t, an toan giao thong, moi trng thien nhien

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- Thng mai hoa cac gia tr van hoa truyen thong - Thieu von au t cho ha tang va trang thiet b phuc vu du lch nh: c s ha tang va phng tien van chuyen cha ap ng yeu cau phuc vu cho khach du lch (ca ng bo, ng hang khong, ng sat) - Thu tuc xuat nhap canh con kho khan, chi ph ve hang khong, xe la va le ph visa cao - Trnh o lao ong cha chuyen nghiep. Nhan lc lanh nghe trong nganh du lch con nhieu ieu phai cai thien. Hien nay, nganh du lch cung cha co mot oi ngu can bo, nhan vien co ky nang chuyen mon va kien thc vng vang ve du lch tai c quan quan ly nha nc cung nh cac hiep hoi va tai cac doanh nghiep. - Cac nganh, cac cap, a phng va ngi dan cha nhan thc ay u vai tro, v tr cua nganh du lch mot trong nhng nganh kinh te quan trong cua Thanh pho nen thieu s phoi hp chat che hoac hi ht trong viec trien khai cac chu trng, chnh sach cua nha nc co lien quan en cong tac tiep th - quang ba hnh anh du lch Viet Nam, nhng hanh ong lam ton thng en hnh anh the dien quoc gia nh an xin, moc tui, tran lot, tham ch gay thng tch cho du khach Boi canh quoc te - Tnh hnh chnh tr tai mot so khu vc tren the gii van con bat on vi nhng dien bien cha lng trc ve nan khung bo. An toan hang khong c that chat tao tam ly ngai i du lch do tnh hnh khung bo trong thi gian gan ay co chieu hng gia tang. - S phat trien du lch trong khu vc giup du lch Thanh pho co them nhieu c hoi thu hut du khach, nhng s no lc cua cac iem en khac trong khu vc cung tao ra cac thach thc oi vi du lch Thanh pho. Cac thach thc nay cang tr nen ang quan tam cho nganh du lch Thanh pho, ac biet la cac bien phap thu hut du khach. - oi hoi ngay cang cao cua du khach ve chat lng nhat la dong khach du lch cao cap. 2.4.6.3 iem manh

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- Chnh quyen quan tam en phat trien du lch - V tr a ly thuan li (oi vi quoc gia va khu vc) - Kh hau on nh co the hoat ong du lch quanh nam - Du lch sinh thai rng ngap man Can Gi, ong bang song Cu Long - Di san van hoa (am nhac, mua, hoi hoa, cac loai hnh nghe thuat dan gian,) - Di tch cach mang (Cu Chi, cac bao tang ) - i song sinh hoat ac thu (con ngi, cuoc song) - Ngi dan Thanh pho hieu khach va than thien - Hang thu cong my nghe tinh xao va re - Am thc a dang va phong phu - Lc lng lao ong trong nganh doi dao. - Mang li giao thong thuan li ve ca: + ng khong (san bay quoc te, ng bay noi a va quoc te) + ng sat (ga) + ng bo (cac truc lo ln ve cac tnh va sang cac nc lang gieng) + ng thuy (cang bien, song) - Co moi quan he lch s vi th trng My, Phap. - S gan gui ve van hoa vi mot so nc, lanh tho (Trung Quoc, ai Loan, Hong Kong, Nhat, Han Quoc,) 2.4.6.4 iem yeu - Thieu s phoi hp ong bo va chat che gia nganh du lch vi cac nganh hu quan. - San pham du lch han che ve so lng va chat lng - Chat lng dch vu cha ong eu va han che. - Cac iem di tch lch s va kien truc, cac iem tham quan ngay cang xuong cap. - Ve sinh moi trng va tieng on. - An toan cho du khach - Trat t, an toan giao thong

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- Thieu thong tin, quang ba ra nc ngoai - t s kien - oi ngu phuc vu thieu chuyen nghiep - S canh tranh khong lanh manh gia cac doanh nghiep lam giam chat lng san pham. - Mac du a co nhieu no lc nhng tnh trang gia tour cua ta hien nay van con cao hn gia tour cac nc trong khu vc khoang 20-30% - So lng hng dan vien co the tieng Nhat, Han, Hoa cha tng xng vi nhu cau. Do vay, co tnh trang mot so doanh nghiep s dung hng dan vien nc ngoai, hng dan vien khong the t nhieu anh hng en chat lng phuc vu du khach. Tom lai trong boi canh trong nc va quoc te nh tren, Thanh pho Ho Ch Minh phan au xay dng mot nganh du lch phat trien, mang lai hieu qua kinh te xa hoi ngay cang cao. Trong giai oan 2006-2015 nganh du lch se tr thanh mot trong nhng nganh dch vu quan trong cua Thanh pho, gop phan chuyen dch c cau kinh te theo hng tch cc, Thanh pho Ho Ch Minh se tiep tuc cung co va khang nh vai tro la mot trung tam du lch ln cua ca nc, mot Thanh pho du lch ma du khach khong the bo qua khi en Viet Nam va khu vc ong Nam A. Ket luan chng 2 Trong chng nay, luan van trnh bay nhng ket qua at c cua du lch Viet Nam trong nhng nam va qua. Tren c s ly luan chng 1, luan van tap trung i vao phan tch thc trang hoat ong kinh doanh cung nh thc trang hoat ong Marketing cua du lch Thanh pho Ho Ch Minh. Trong o co long vao nhng anh gia cua du khach t cuoc khao sat nho, t o anh gia v the cua du lch Thanh pho Ho Ch Minh tren th trng. Chng 2 la c s e e ra nhng giai phap Marketing nham phat trien du lch Thanh pho trong thi gian ti.

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CH NG 3: GII PHP MARKETING NHM PHT TRIN DU LCH

THNH PH H CH MINH N NM 2015

3.1 Quan iem, muc tieu va nhiem vu phat trien du lch Thanh pho Ho Ch Minh 3.1.1 Quan iem phat trien du lch Thanh pho Ho Ch Minh Nganh du lch Thanh pho Ho Ch Minh phat trien da tren nhng quan iem a c e ra trong ch th 46/CT-TW cua Ban b th Trung ng ang ve lanh ao oi mi va phat trien du lch trong tnh hnh mi: - Du lch la nganh kinh te mang tnh tong hp cao, viec phat trien du lch phai lay hieu qua kinh te xa hoi lam muc tieu chnh, gi vng an ninh trat t, gi gn va phat huy ban sac van hoa dan toc, bao ve moi trng. - Hoat ong du lch mang tnh a nganh, muon phat trien du lch tot oi hoi phai co s phoi hp chat che, ong bo, thong nhat gia cac nganh, cac cap. - Khuyen khch nhieu thanh phan kinh te cung tham gia hoat ong kinh doanh du lch nham xa hoi hoa hoat ong du lch, khai thac tot moi nguon lc cho phat trien du lch. - Coi trong viec phat trien th trng du lch trong nc, ong thi m rong khai thac th trng du lch quoc te. 3.1.2 Muc tieu va nhiem vu phat trien du lch Thanh pho Ho Ch Minh trong giai oan 2006 2015 3.1.2.1 Muc tieu tong quan ay manh phat trien va a du lch thanh nganh kinh te quan trong trong chien lc phat trien kinh te xa hoi cua Thanh pho gop phan thc hien cong nghiep hoa, hien ai hoa, bao ve moi trng va an ninh quoc phong. Xay dng Thanh pho Ho Ch Minh thanh mot trung tam du lch hap dan vi tien nghi cao, mot trung tam du lch hang au cua ca nc va tam c cua khu vc, phan au at trnh o phat trien kha ve du lch trong so cac nc ong Nam A va thc hien c chc nang trung tam trung chuyen khach du lch cho cac khu vc lan can.

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Tiep tuc gi vng toc o tang trng thu hut so lng ln khach du lch quoc te va phat trien manh du lch noi a. Tang o dai lu tru va chi tieu bnh quan. Tang nhanh ve doanh thu, ong gop ngan sach nha nc e Nganh du lch Thanh pho t 2006-2015 tiep tuc phat huy va thc s la mot nganh kinh te trong iem trong so 15 nganh kinh te trong iem theo chu trng cua Uy ban Nhan dan Thanh pho. 3.1.2.2 Muc tieu cu the Ch tieu tang trng khach du lch quoc te (toc o tang trng 13%/nam) Toc o tang bnh quan 13%/nam Lng khach quoc te en TPHCM (trieu lt) 2007 2008 2,65 3 2009 2010 2015 3,38 3,8 7

Ch tieu tang trng khach du lch noi a (toc o tang trng bnh quan 16%/nam) Toc o tang bnh quan 16%/nam Lng khach du lch noi a (trieu lt) 2007 2008 4,4 5,1 2009 5,9 2010 6,9 2015 14,5

Ch tieu tang trng ve doanh thu (toc o tang trng bnh quan 20%/nam) Toc o tang bnh quan 20%/nam 2007 2008 2009 2010 35.592 2015 83.588

Doanh thu nganh Du lch TPHCM 19.440 (ty ong) 3.1.2.3 Nhiem vu

23.328 27.994

Nganh du lch Thanh pho Ho Ch Minh e ra cac nhiem vu trong yeu cho giai oan 2007 -2015: - Xay dng san pham du lch phong phu, oc ao, mang sac thai rieng cua Thanh pho Ho Ch Minh. Nang cao chat lng va a dang hoa san pham. Chu trong en cac san pham du lch van hoa lch s va sinh thai. - ay manh tuyen truyen quang ba thu hut du khach trong va ngoai nc. Phoi hp no lc cua nha nc va doanh nghiep e to chc quang ba co hieu qua va tap trung vao nhng th trng quan trong. - Cung co va m rong th trng quoc te song song vi th trng noi a. Tch cc to chc nghien cu th trng e gan ket vi san pham du lch Thanh pho.

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- Thu hut au t cua cac thanh phan kinh te e nang cap, m rong va hien ai hoa c s vat chat ky thuat phuc vu du lch. anh gia nhu cau cua du khach trong giai oan 2007-2015 e co nh hng phat trien c s vat chat ky thuat. - ao tao, phat trien nguon nhan lc du lch va nghien cu ng dung cong nghe mi trong du lch. - Nang cao vai tro quan ly nha nc ve du lch tren a ban nham thc hien tot chu trng, ng loi chnh sach cua ang va Nha nc ve phat trien du lch. - Nang cao vai tro trach nhiem cua cac nganh trong viec tien hanh cac bien phap bao ve moi trng va han che tac hai ve moi trng do du lch gay ra. Co nh hng phat trien du lch sinh thai ung an tai nhng khu vc nhay cam ve moi trng nh vung Can Gi. - Hoan thien cong tac quy hoach phat trien du lch Thanh pho Ho Ch Minh cho phu hp giai oan mi. 3.2 Giai phap Marketing nham phat trien du lch Thanh pho Ho Ch Minh en nam 2015 e phan au thc hien muc tieu ve so lng khach du lch quoc te va noi a a e ra, Du lch Thanh pho can tiep tuc ay manh hn na viec khac phuc nhng yeu kem noi tai tm ra nhng giai phap phu hp, kp thi e tiep tuc phat huy a phat trien vi quy mo va chat lng mi theo nh hng chien lc cua ang, Chnh phu oi vi nganh du lch ca nc noi chung, du lch Thanh pho noi rieng. pham vi luan van nay, xin e xuat mot so giai phap Marketing phat trien th trng du lch Thanh pho nhng nam ti nh sau: 3.2.1 Nghien cu th trng va la chon th trng muc tieu Viec xac nh th trng khach du lch la mot yeu to quan trong trong qua trnh e ra cac giai phap phat trien cua nganh du lch ca nc noi chung va Thanh pho noi rieng. ay cung la nhiem vu quan trong cua tng doanh nghiep trong nganh. Nganh du lch Thanh pho can phan loai th trng theo oi tng, theo khu vc, xac nh th

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trng chnh yeu, th trng muc tieu va cac th trng tiem nang can quan tam phai ket hp chat che vi viec nghien cu cung, cau va tam ly, th hieu du khach e viec tien hanh th trng thong qua cac quyet sach chnh xac. Can to chc viec nghien cu th trng du lch cac cap o: Doanh nghiep Thanh pho - Quoc gia e tap hp cac nguon thong tin x ly va co quyet nh chnh xac cho viec au t, xuc tien, quang ba du lch. Du lch Thanh pho can hnh thanh nhom nghien cu th trng tren c s tap hp cac chuyen gia ve Marketing cac c quan, doanh nghiep e co the tap hp, phan tch, nhan nh ve e xuat cac bien phap phat trien th trng ung an, phu hp. Nghien cu th trng tiem nang, quan tam ung mc va co cac hoat ong phoi hp e gay s chu y, hnh thanh cau du lch t o gii thieu Viet Nam nh mot iem en mi la hap dan ma Thanh pho Ho Ch Minh chnh la ca ngo thuan tien cho du khach t cac th trng chau Au, chau My. ong thi, tap trung cho viec hnh thanh va hng dan khai thac nhu cau du lch trong th trng du lch noi a rong ln vi hn 80 trieu dan co thu nhap c cai thien, sc mua ngay cang tang. Qua phan tch chng 2 ve th trng khach en Thanh pho trong nhng nam qua, ta xac nh th trng muc tieu cua du lch Thanh pho trong thi gian ti van la th trng chau A (nhat la th trng cac nc ASEAN). Can tiep tuc khai thac li the cua th trng Singapore va Han Quoc vi khoang cach a ly gan, co nhieu iem tng ong, tan suat chuyen bay cao, mien visa cho khach du lch e thu hut nhieu hn na khong ch dong khach doanh nhan ma con la khach du lch thuan tuy. Nh vay, co the thay ben canh cac th trng truyen thong nh My, Tay Au, Nhat nganh du lch Thanh pho trong thi gian ti can tap trung quang ba xuc tien cho th trng tiem nang Nga (Chau Au), Han Quoc, Trung Quoc ( ong Bac A), Singapore, Malaysia (ong Nam A). ac biet la th trng Nga, ang co dau hieu se tang trng rat manh vi dong khach cao cap. 3.2.2 Cung co va a dang hoa san pham du lch

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Vi 89% (phu luc 3 cau 1) du khach anh gia Thanh pho co qua t cac iem tham quan. Va 59% (phu luc 3 cau 2) du khach cho rang khong co nhieu a iem e du khach vui chi, mua sam, giai tr. e giai quyet tnh trang nay cung vi s noi troi ve tnh nang ong, hien ai Thanh pho Ho Ch Minh nen manh dan phat trien mo hnh du lch Thanh pho (city tourism) nham keo dai them thi gian lu lai Thanh pho cua du khach. Do o, Thanh pho can quy hoach va au t nang cap cac tuyen iem du lch hien co tai Thanh pho Ho Ch Minh. Co the e xuat mot so city tour nh: - Tour tong hp ve Thanh pho Ho Ch Minh + City tour 1 (1 ngay): danh cho du khach lan au en Viet Nam, cung cap cho khach nhng thong tin khai quat ve Viet Nam va Thanh pho Ho Ch Minh. Nhng iem tham quan bao gom: Thao Cam Vien TPHCM, bao tang Lch s Viet Nam tai TPHCM, ch Bnh Tay. + City tour 2 (1 ngay): cung cap cho khach a i City tour 1 hay a en tham Ha Noi. Nhng iem tham quan bao gom: Hoi trng Thong Nhat, Bao tang Thanh pho Ho Ch Minh, chua Vnh Nghiem, chua Giac Lam, chua Ba Thien Hau + City tour 3 (1/2 ngay, phng tien xch lo): cung cap cho khach a i City tour 1 va City tour 2, can hieu biet thong tin cu the hn ve TPHCM hay cho nhng du khach lan au en TPHCM nhng can tm cam giac la cua phng tien xch lo. Nhng iem tham quan bao gom: ch Chim Ca, Bao tang chng tch chien tranh va Ch Ben Thanh. - Tour chuyen e ve Thanh pho Ho Ch Minh cho khach nc ngoai va trong nc. Lch s chien tranh tai Thanh pho Ho Ch Minh: + City tour 4: cung cap cho khach quan tam ve chien tranh Viet Nam, Hoi trng Thong Nhat va a ao Cu Chi. Lch s phat trien Thanh pho Ho Ch Minh:

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+ City tour 5 (phng tien xe va tau song): muc ch cho khach nhng thong tin ve lch s 300 nam phat trien cua TPHCM, t luc con la vung rng tren bai boi ven song en Thanh pho cua nam 2007. iem tham quan: bao tang Cach Mang, ch Bnh Tay, chua Giac Lam, Lang Le Van Duyet, i tau tren song Sai Gon t Thanh a en Nha Be, tham nha dan. Cuoc song i thng: + City tour 6 (phng tien xe va tau): tm hieu cuoc song cua nong dan ngoai thanh, iem tham quan: 18 thon vn trau tai Hoc Mon, Phu Chau Mieu, i tau tren kinh rach nho tai Go Vap + City tour 7 (phng tien xe va tau): tm hieu cuoc song cua ngi dan noi thanh, iem tham quan: Lt i bang thuyen t ben Bach ang en ch Bnh Tay, lt ve bang xe t ch Bnh Tay ghe cong vien am Sen xem roi nc va chua Giac Vien. - Tour tm kiem nhng c hoi au t: Tour c to chc theo yeu cau cua khach, cac iem tham quan phu thuoc vao lnh vc au t ma khach quan tam - Tour sinh thai, an dng, giai tr, nightlife Xay dng cac he thong an dng, giai tr tai Thanh pho Ho Ch Minh: khu du lch Thanh a Bnh Qui, khu du lch sinh thai va an dng Can Gi, khu giai tr la cac cong vien am Sen, Suoi Tien va he thong nha hang at tieu chuan ve sinh, an toan cho du khach. ong thi phat trien them cac khu mua sam nham giup cho du khach co cho e tieu tien. Vi 55% (phu luc 3 cau 4) du khach thng mua sam cac ca hang doc cac ng pho trung tam, cung vi no lc cua Thanh pho thanh lap nhng ca hang mua sam at chuan. Nganh du lch Thanh pho phai tang cng thong tin cho du khach ve cac ca hang nay, cung nh can phai am bao cac van e an toan, ve sinh va gia ca chat lng nhng khu pho mua sam e du khach hoan toan yen tam, khong phai lo lang, nhat la ve em.

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Nhieu du khach en vi Thanh pho ho co the khong biet en ch Ben Thanh, Nha th c Ba nhng a so ho eu biet en khu pho Tay nh mot net rat rieng cua Thanh pho vi 74% (phu luc 3 cau 3) du khach cho biet ho thng lui ti ay e giai tr ve em. Ni ay do hnh thanh mot cach t phat nen hoat ong con nhieu ieu can phai sap xep lai. Du a co ke hoach khao sat ni ay nham hnh thanh mot ac khu du lch cho Thanh pho nhng en nay van cha hoan thanh do con vng mac khau chnh quyen a phng. Thanh pho can ay nhanh hoat ong ieu tra nham xay dng khu pho Tay Pham Ngu Lao thanh mot ac khu du lch tai Thanh pho Ho Ch Minh, nham a dang hoa san pham, tao them mot iem vui chi, giai tr cung nh mua sam cho du khach, hng en oi tng du khach co t tien. Can phat trien cac s kien van hoa, le hoi phuc vu du lch, khong ch gia tang cac s kien le hoi ma con phai the hien la Thanh pho hoa bnh, oan ket va hu ngh. e khai thac co hieu qua cac s kien nay, ben canh van e tang cng au t vao s kien th Thanh pho can co quy hoach, bo tr cac s kien trien lam, trnh dien van hoa nghe thuat, tranh giai the thao hp ly suot trong nam va c cong bo, quang cao rong rai trc ca nam. ac biet la cac s kien co tnh chat truyen thong hang nam, cac cong ty du lch tai Thanh pho se da vao o ma a ra chng trnh tour e chao ban cho khach du lch. Phat trien cac ni vui chi giai tr e a dang hoa cac loai hnh va san pham du lch. Quy hoach lai cac khu vui chi cong vien hien nay (am Sen, Suoi Tien, Bnh Qui,) va nh hng au t chieu sau e a dang hoa cac loai hnh vui chi, ap ng c yeu cau cua khach du lch quoc te, tranh tnh trang trung lap lan nhau. Trong o can chon ra mot ni e au t thanh cong vien vui chi giai tr chu e co tam c, sanh vi mot so nc trong khu vc. Can quy hoach va xay dng mot vai rap hat tieu bieu, hien ai, quy mo ln e chieu phim hien ai, trnh dien cac chng trnh van nghe ac sac va c trnh dien nh ky e de quang ba, thu hut khach. Nham hng en dong khach cao cap, tap trung vao dong khach MICE, xay dng Thanh pho nang ong, hien ai nhng am a ban sac Viet vi nhieu loai hnh san

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pham, dch vu ap ng nhu cau a dang cua khach, Thanh pho vi cng o lam viec tch cc, mot thanh pho khong ngu Qua kinh nghiem t cac Thanh pho nh Singapore, Hong Kong, Bangkok - nhng thanh pho tre, nguon tai nguyen thien nhien khong nhieu, khong co nhng vung phu can co san pham a sac nh Thanh pho Ho Ch Minh- a thanh cong nh biet tap trung iem nhan vao loai hnh du lch Thanh pho theo mot cong nghe bai ban, chuyen sau, trong o chu trong nhat en loai hnh du lch mua sam, hoi ngh hoi thao. Chang han nh Nam Ninh mot thanh pho khong ln cua Trung Quoc ch sau 5 nam a vao khai thac trung tam hoi ch quoc te CA EXPO a a GDP t 50 ty USD/nam len 120 ty USD/nam. Bai hoc nay cang chng minh s ln manh cua du lch luon la ong lc ln keo theo s van hanh tch cc cua nhieu nganh kinh te khac, nhat la au t, thng mai, dch vu Do o e xuat nganh du lch Thanh pho can quan tam khai thac the manh cua Thanh pho cho loai hnh tour Hoi ngh, Hoi hop, Trien lam, Hoi ch. Thanh pho can quy hoach au t xay dng mot trung tam hoi ch, hoi ngh ln, ket hp vi trng bay trien lam tieu bieu cua Thanh pho, vi ay u phong hop, c s ha tang, trang thiet b at chuan ngang bang cac nc trong khu vc. Tot nhat la nen keu goi von au t t nc ngoai e giai quyet tnh trang thieu von hien nay. ong thi phat trien he thong khach san va dch vu du lch at chuan, xay dng them cac khach san 4-5 sao e phuc vu cho cac oan khach Mice, cung nh au t phat trien xe bus du lch, xe hang sang e on nhng nhom khach hoi ngh, khach doanh nhan, khach du lch hang sang. ay la nhng phng tien chuyen dung trong du lch ma neu ta khong ap ng se lam giam thieu ang ke chat lng tour cho khach cao cap. Nhng e xuat tren tuy khong co g mi me song lai co y ngha ac biet oi vi s phat trien cua du lch Thanh pho trong y ngha gop phan vao chien lc a dang hoa cac loai hnh va san pham du lch, tao ra s hap dan hn cho du lch Thanh pho Ho Ch Minh. 3.2.3 Giai phap ve gia ca

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Gia ca la mot trong bon bien so quan trong cua chien lc Marketing mix. Gia ong vai tro quyet nh trong viec la chon san pham du lch cua du khach. oi vi doanh nghiep, gia co v tr quyet nh trong canh tranh tren th trng, gia ca co y ngha quan trong v no anh hng trc tiep en doanh so va li nhuan. Gia tour la s cau thanh cua gia ca cac dch vu thc hien tour. Mac du a co nhieu no lc nhng tnh trang gia tour du lch trong nc cao hn tour tour du lch nc ngoai (chu yeu cac nc trong khu vc) khoang 20-30% van cha khac phuc c. Va co ti 44%( phu luc 3 cau 5) du khach cho rang gia tour du lch Thanh pho Ho Ch Minh at hn gia tour cac tai cac Thanh pho khac trong khu vc. Nguyen nhan chnh la gia xang dau tang keo theo gia ca sinh hoat trong nc tang lam anh hng en gia tour, gia ve ng bay c ban noi a (TPHCM-HN-TPHCM) tuy co c ieu tiet linh hoat nhng do s tham gia th trng cua mot loat cac hang hang khong gia re nh Tiger Airways, Air Asia ong thi cac hang hang khong truyen thong nh Lufthansa, Air France, Singapore Airlines lien tuc tung ra nhieu chng trnh khuyen mai gia ve en cac iem en Bangkok, Singapore lam gia tour en cac ni nay luon thap hn gia tour noi a. ieu nay cung gay anh hng en s phat trien cua th trng khach noi a nhat la khach cac tnh pha Bac muon tham quan Thanh pho. Hiep hoi l hanh can phoi hp vi Hiep hoi khach san va cac nganh khac nh hang khong van chuyen e ieu chnh gia nham tao sc canh tranh vi cac nc thuoc khu vc. Gia ca thng i oi vi chat lng cac dch vu c cung cap. Nhng theo cuoc khao sat th co 49% ( phu luc 3 cau 6) du khach cho rang ho a tra gia cao hn so vi chat lng dch vu ma ho c cung cap. ay la mot van e ma cac nganh chc nang can quan tam v no se anh hng en viec tr lai Thanh pho nay cua du khach. Do o, nen thanh lap cac hiep hoi nganh nghe trong nganh du lch nh Hiep hoi Du lch, Hiep hoi Khach san Nha Hang nh c quan trong tai, va bao ve quyen li cua cac n v thanh vien, va ngan chan canh tranh khong lanh manh nh tang gia

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phong, gia cac dch vu vao mua cao iem hoac pha gia tour, pha gia phong vao mua thap iem tao hnh anh xau cho nganh du lch Thanh pho. S Du lch nen phoi hp vi cuc Thue e thong nhat ve le tai khu vc Pham Ngu Lao. ay la nhng doanh nghiep chuyen to chc cho oi tng khach Tay ba lo, khach quoc te khong mua tour theo oan, hoac i theo nhom, ho mua ve le tng ngi, tren tng chang (open tour) ay la mot loai hnh kha pho bien hien nay va c khach le rat a chuong. ong thi phai co s phoi hp cac nganh co lien quan va a phng co giai phap quan ly tot loai hnh kinh doanh nay, va am bao an ninh quoc gia va am bao chat lng tour cua hoat ong. Trong tng lai gan, cac chi ph ve hang khong, vien thong phai giam xuong, ngang bang vi gia trong khu vc, th gia tour du lch ti Viet Nam mi co c hoi canh tranh va hap dan, loi cuon khach du lch. 3.2.4 a dang hoa he thong phan phoi a dang hoa cac kenh phan phoi san pham cung la cong tac quan trong. Nhn chung, mang li phan phoi san pham du lch cua Thanh pho cha c a dang, van con mang tnh ca the. e cai thien mang li phan phoi nay, nganh du lch Thanh pho can phai: - Cac doanh nghiep du lch trong nganh can tham gia cac Hiep hoi du lch trong va ngoai nc, nham muc ch lien ket xay dng cac tour du lch, ieu phoi lng khach. - Hp tac vi Tong cong ty hang khong tham gia cac hoi ch du lch di mot mai nha chung e phan phoi san pham du lch en khach hang. - Neu co ieu kien, cac doanh nghiep du lch Thanh pho nen m van phong ai dien tai cac th trng muc tieu, trong iem e phan phoi san pham du lch trc tiep en vi du khach. - Tang cng xay dng he thong gii thieu va ban san pham trc tiep qua mang cho cac khach hang nc ngoai cung nh trong nc. 3.2.5 ay manh hoat ong xuc tien quang ba du lch

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Trong nc: - Tiep tuc tang cng phoi hp va khai thac li the cua cac phng tien truyen thong ai chung trong thong tin va nh hng quang ba xuc tien, nang cao y thc cong ong phat trien du lch ben vng. Chu trong cai tien hnh thc va noi dung chuyen muc du lch tren ai Truyen hnh va ai tieng noi Nhan dan Thanh pho . ay manh hoat ong cua Cau lac bo Phong vien Du lch. - ay manh viec phan phoi cac an pham du lch en tan tay cac oi tng khach quoc te. - Thiet lap cac Trung tam Thong tin Du lch tai trung tam va cac a iem cong cong: ben canh cac quay thong tin tai san bay, nha ga, can thiet lap them cac quay thong tin tai mot so khach san ln, sieu th ln va tai trung tam Thanh pho. Hnh thanh c che cung cap thong tin du lch mien ph t nguon ngan sach Nha nc va ong gop cua cac doanh nghiep du lch tren a ban cho cac quay thong tin du lch nay. - Kien toan nhan s, cung co c s vat chat, tiep tuc cai tien noi dung, ay manh phat hanh cho Tap ch Du lch. - To chc cac chng trnh xuc tien gan lien vi cac s kien van hoa, le hoi, the duc the thao, hoi ngh, hoi thao: + Le hoi van hoa ac trng hang nam cua mot a phng la hoat ong trong tam thu hut du khach. Le hoi van hoa co mot qua trnh hoat ong lau dai va gan vi mot s kien lch s cu the. Thanh pho co ngay 30/4 la ngay hoi lch s co tnh ac trng va dp c ngh t nhat la 2 ngay. Can xay dng le hoi 30/4 tr thanh le hoi truyen thong cua Thanh pho, vi mot so hoat ong co tnh ac trng rieng biet ve lch s hnh thanh, ve truyen thong van hoa Nam bo vi s tham d ong ao cong chung. Hang nam le hoi van hoa lch s 30/4 cua Thanh pho nen co mot chu e phan anh nh hng phat trien cua Thanh pho. Ngoai ra con co the xay dng mot so le hoi van hoa dan gian co truyen thong lau i tai Thanh pho. Cac hang l hanh phoi hp

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thc hien chng trnh tour, tham d le hoi, tng bc a le hoi thanh mot hoat ong du lch trong iem hang nam. + Gan ket cac hoat ong van hoa the thao, cac hoi ngh, hoi thao quoc te vi hoat ong du lch e phat huy cac the manh cua Thanh pho, nh cac s kien APEC, Seagames - Phoi hp vi nganh Giao thong Cong chanh thiet lap he thong cac bien ch dan ve cac iem tham quan, cac cong trnh van hoa, khu du lch tren a ban , ac biet chu trong en he thong ch dan e du khach co the s dung cac phng tien giao thong cong cong tai Thanh pho. - Phoi hp vi Hang khong Viet Nam, Hai quan, Cong an ca khau e nang cao tinh than trach nhiem, xay dng thai o, phong cach van minh lch s cua cac nhan vien lam viec tai san bay, ca khau ong thi chan chnh cac hoat ong dch vu cac nha ga (khuan vac, taxi,) Ngoai nc: Vi 41.7%( phu luc 3 cau 10) du khach biet en Thanh pho Ho Ch Minh thong qua phng tien truyen thong, 28.5%( phu luc 3 cau 10) qua he thong Internet, va 25% (phu luc 3 cau 10) qua sach, tap ch. Nganh du lch Thanh pho can tang cng xay dng hnh anh va xac lap v the du lch Thanh pho tren th trng the gii bang cach tang cng tuyen truyen, quang ba tren cac phng tien thong tin, truyen thong cac th trng trong iem, cu the: - Tham gia cac hoi ch, hoi ngh quoc te theo chng trnh phat trien th trng du lch cua Tong cuc Du lch song phai chu ong xay dng ke hoach, noi dung va hnh thc hoat ong trong no lc tap hp cac doanh nghiep du lch tren a ban e am bao hieu qua cua cac hoat ong xuc tien ngoai nc cua Thanh pho. Can tap trung cho cac s kien: dien an du lch ASEAN, ATF hang nam, Hoi ch ITB (c), Hoi ch JATA Congress & Show (Nhat), Hoi ch Topresa (Phap), Hoi ch WTM (Anh), ASTA (My), CITM (Thng Hai). Can tap huan nang cao trnh o to chc va tham

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gia cac hoi ch quoc te. Chu y en hnh thc gii thieu thong qua cac cuoc hop bao tai cac hoi ch nay mot cach thiet thc va hieu qua nhat. - Phoi hp chat che vi Hang khong Viet Nam va cac Hang hang khong quoc te ang tru ong tren a ban e co s ho tr can thiet cho cac hoat ong xuc tien du lch nh to chc gii thieu nghe thuat dan toc, van hoa am thc phng Nam, hang tieu thu cong my nghe, hop bao quoc te. To chc cac hoi thao phat trien th trng, san pham du lch trong nc co s tham gia cua cac ai dien quoc te. - Xuat ban an pham du lch: tap trung xuat ban mot so an pham nh CD-Rom, bang video, poster, anh, ve lch s van hoa, cac cong trnh kien truc, di tch, canh quan thien nhien, cac lang nghe, le hoi e phan phoi rong rai tai cac hoi ch, hoi thao quoc te, cac van phong ai dien du lch Viet Nam, ai s quan Viet Nam cac nc, cac chuyen bay cua Hang hang khong Quoc gia va quoc te. - Phoi hp vi lc lng lam thong tin oi ngoai nh cac bao ien t, website quang cao du lch, ai s quan Viet Nam, Van phong ai dien, nham: + Tang cng thong tin du lch ra nc ngoai, tuyen truyen va gii thieu cac phim tai lieu ve Thanh pho Ho Ch Minh tren cac kenh truyen hnh nc ngoai. Thiet lap moi quan he vi cac bao, tap ch du lch chuyen e va cac phong vien bao ch quoc te chuyen trach mang du lch e thng xuyen cung cap thong tin, gii thieu san pham Viet Nam nc ngoai. + To chc cac hoat ong xuc tien quang ba gii thieu van hoa du lch Thanh pho cac nc c xac nh la th trng trong iem vi nhng hnh thc phu hp tam ly, th hieu du khach tng th trng. - Thiet lap quan he vi bao ch nc ngoai, thng xuyen cung cap thong tin du lch cho cac phong vien bao ch cac th trng nguon, th trng muc tieu va cac phong vien thng tru tai Viet Nam. Phoi hp vi Hang khong Viet Nam, cac cong ty l hanh mi cac hang l hanh, hang hang khong, tau bien, nha bao, phong vien nc ngoai vao tham, tm hieu lam quen (to chc cac chuyen Fam Trip) vi san pham du lch Thanh pho.

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3.2.6 Mot so giai phap khac 3.2.6.1 ao tao nguon nhan lc Cung nh moi nganh kinh te khac, van e con ngi, trnh o nghiep vu la nhng van e het sc quan trong co tnh chat then chot trong viec phat trien nganh. Nhat la nganh du lch, nganh oi hoi co s giao tiep rong va trc tiep hn oi vi khach hang. Trong mat du khach th chat lng hng dan vien du lch, cung nh chat lng phuc vu cua oi ngu nhan vien khach san ch mc trung bnh. Do o nganh du lch Thanh pho can phai cai thien trnh o nghiep vu, phong cach va thai o giao tiep cua nhan vien trong nganh, ac biet la hng dan vien, tiep tan khach san bang cach: To chc moi nam mot khoa boi dng nghiep vu quan ly khach san danh cho cac khach san mi thanh lap, khach san co qui mo di 50 phong hoac boi dng nang cao nghiep vu quan ly cho cac khach san chuan b xep hang sao. Phoi hp vi trng nghiep vu du lch khach san Thanh pho to chc cac khoa boi dng ngan ngay (di 1 thang) danh cho oi ngu lao ong trc tiep phuc vu phong, ban, bar, bep, bao ve, tai xe va bo phan tiep tan. To chc hang nam cac chuyen e ve nghiep vu chuyen sau trong lnh vc du lch nh du lch sinh thai, ton giao, khao co, an ninh trong du lch va trong lnh vc khach san nh quan ly chat lng dch vu theo tieu chuan ISO, tai nguyen trong khach san Phoi hp vi cac Trng ai hoc nc ngoai to chc cac khoa boi dng nghiep vu quan ly l hanh cho giam oc va quan ly cac bo phan ieu hanh. To chc cac oan khao sat tm hieu mo hnh, hoat ong ao tao va thiet lap moi quan he ve hp tac ao tao tai cac trng du lch khach san noi tieng cac nc co nen cong nghiep du lch phat trien nh Phap, Thuy S, Singapore, Thai Lan. Khao sat va tm hieu mo hnh to chc va quan ly cac khu du lch sinh thai cac nc phat trien du lch sinh thai nh Uc, My, Trung Quoc, Malaysia

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C cac can bo tham d cac khoa tu nghiep va boi dng ngan han theo ch tieu phan bo cua Tong cuc Du lch, cua Thanh pho va tham gia cac chng trnh hoi thao phat trien ve nguon nhan lc trong va ngoai nc to chc. To chc cac hoat ong nh hoi thao, giao lu gap g nham tao ieu kien cho cac doanh nghiep trao oi kinh nghiem trong qua trnh hoat ong kinh doanh cung nh tao moi quan he gia doanh nghiep nha trng sinh vien hoc sinh t o co ke hoach ao tao boi dng sat vi nhu cau thc te hn. 3.2.6.2 Tang cng cong tac am bao an ninh va an toan trong du lch Thc hien quy nh mua bao hiem bat buoc oi vi cac du khach cua cac hang l hanh. Nham han che nhng ieu gay kho khan cho du khach ac biet la tnh trang thieu thong tin (chiem 70.6%( phu luc 3 cau 14) trong mau ieu tra). Nganh du lch Thanh pho can hnh thanh nhieu kenh thong tin giup du khach giai quyet cac s co hoac cac nhu cau can thiet nh: Tram thong tin du lch tai san bay, iem thong tin ien t tai cac ng pho khu trung tam v.v Cong an Thanh pho va cac a phng xay dng ke hoach bao am an toan du khach thng xuyen tai cac tuyen ng trong iem du lch Quan 1. Lan au tien Thanh pho a thanh lap lc lng trat t bao ve du khach, mot mo hnh th iem au tien trong ca nc, tao nen s phan khi trong cac doanh nghiep du lch, gop phan lam moi trng du lch ngay cang tot hn. e hoat ong bao ve du khach c tot hn, Thanh pho nen xay dng bang quy nh tieu chuan chung ve an toan du khach cho hoat ong du lch va hng dan cho cac n v trien khai. Moi n v xay dng tieu chuan thc hien an toan du lch cho du khach va trien khai cho moi hoat ong kinh doanh cua mnh va phat ong can bo cong nhan vien cung thc hien, ac biet la can bo cong nhan vien phuc vu trc tiep. Tao moi trng am bao an toan cho du khach la mot yeu cau at ra oi vi s phat trien du lch Thanh pho Ho Ch Minh. ay la hoat ong can co s phoi hp lien

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nganh cua Thanh pho va cac a phng tren c s ch ao cua Uy ban Nhan dan Thanh pho Ho Ch Minh. 3.2.6.3 Phoi hp lien nganh chat che va tang cng hp tac song phng, a phng Can phai oi mi manh me hn, cai tien hn na oi vi thu tuc xuat nhap canh, rut ngan thi gian xem xet cua c quan xuat nhap canh. n gian hoa cac thu tuc khai bao hai quan, xuat nhap canh, cac giay t cho phep mang hang hoa tieu thu cong my nghe (hang gia co) qua ca khau. Xay dng mot phong cach tiep on khach than thien, ung mc trong lc lng can bo lam nhiem vu ca khau, san bay. Cac c quan Giao thong Cong chanh, Van hoa thong tin can thong nhat he thong bien bao, dau hieu ch dan ng pho, ni cong cong e thuan tien cho du khach i lai tham quan. e nang cao hieu qua cong tac xuc tien du lch, can co s phan nh ro chc nang va nhiem vu xuc tien du lch cua c quan quan ly du lch quoc gia va c quan quan ly du lch a phng vi cac to chc lien quan en hoat ong du lch. Nghien cu la chon, phan cong e to chc cac hoat ong xuc tien du lch, tiep can th trng la nhng ieu ma Du lch Thanh pho rat bc xuc va can co chng trnh hanh ong nhat quan t Tong cuc Du lch en S Du lch Thanh pho ke ca ve phan cong lan kinh ph thc hien. Thanh pho can tranh thu nguon von, cac moi quan he, tao c hoi e co cach tiep can, gi vng va m rong th trng du lch chung. Trong o ac biet chu y en tang cng moi quan he vi cac Thanh pho ln trong khu vc, nhng Thanh pho ket ngha e co s ho tr va trao oi kinh nghiem phat trien du lch. 3.2.6.4 Giai phap ve nguon von Vi yeu cau du lch tr thanh nganh kinh te quan trong cua Thanh pho trong thi gian ti va tang sc canh tranh cua du lch Thanh pho, am bao toc o phat trien du lch, au t phat trien du lch phai ong bo, co nh hng, co muc tieu ro rang, can huy ong tong hp cac nguon lc e thc hien.

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Du khach ngai nhat khi du lch Thanh pho chnh la he thong giao thong khong c trat t (vi 69.9% ( phu luc 3 cau 13) anh gia kha kem). Theo cac nha au t the gii, tai khu vc chau A th Thanh pho Ho Ch Minh, Bac Kinh va Hong Kong la 3 trung tam thu hut au t, tai chnh ln trong tng lai rat gan. ay la c hoi vang e nganh du lch cua Thanh pho thu hut cac nguon au t t cac tap oan a quoc gia. ieu kien can va u e lam c ieu nay la s ong thuan cua toan xa hoi, nhan thc c phat trien du lch mang li ch chung cho moi tang lp; s tham gia cua cac cap chnh quyen trong nhng chien lc mang tnh dai hi, nhat la nhng chien lc au t xay dng cac c s ha tang kinh te ky thuat quy mo ln nh cau cang, san bay, ng sa Uy Ban Nhan dan Thanh pho nen cong bo cac danh muc khuyen khch au t nganh du lch cho cac ca nhan va cac doanh nghiep muon au t vao nganh du lch, hng dan cac loai hnh khong khuyen khch au t, tao ra s phat trien co nh hng tranh hien tng au t t phat, tao ra tnh the au t khong chon loc, cung vt cau. Hng dan cac doanh nghiep tm cac nguon vay trung han hoac dai han co u ai ve lai suat cua cac quy au t phat trien trong nc va cac nguon von vay ODA, ADB, von vien tr nc ngoai. Ra soat cac chng trnh keu goi au t hien co cua nganh du lch, chon mot en hai chng trnh kha thi, hnh thanh chng trnh trong iem cua Thanh pho va xuc tien qua trnh keu goi au t nc ngoai. 3.3 Kien ngh vi cac c quan Nha nc 3.3.1 Kien ngh vi Chnh phu Ap dung cac bien phap u ai mien giam thue, giam tien thue at, co lai suat u tien vay von au t. ieu chnh cac phng phap tnh thue va cac le ph cho phu hp vi ieu kien phat trien cua kinh doanh du lch Viet Nam. Tang cng va m rong hp tac quoc te, tao ieu kien cho cac doanh nghiep du lch trong nc tham gia hoi nhap vao hoat ong du lch nc ngoai. Tang cng chc nang hien co cua Tham tan thng mai cua cac nc e thc hien quang ba du lch Viet Nam nc ngoai.

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Tiep tuc n gian hoa cac thu tuc xuat nhap canh, cho phep khach du lch c xuat nhap canh qua bat c ca khau quoc te nao cua Viet Nam, noi mang gia c quan quan ly xuat nhap canh va c s lu tru e giam bt thu tuc ang ky tam tru. Tiep tuc cai tien thu tuc cap visa: Thc hien cap visa tai tat ca cac ca khau quoc te, giam chi ph visa, e ngh mien visa cho tat ca khach du lch tren the gii en Viet Nam trong vong 5 ngay, thc hien che o bo visa oi vi khach du lch en t cac nc ASEAN, ap dung the tn dung du lch oi vi cac nc co ng bien gii chung vi Viet Nam nh Trung quoc, Lao, Campuchia. Giam thue cac trang thiet b nhap khau c xem la t lieu san xuat cua nganh du lch (nhat la xe van chuyen du khach). Ho tr ngan sach au t ha tang du lch cho nhng vung kho khan nh Can Gi. Hoan thien he thong phap luat ve du lch: t Phap lenh Du lch nang len thanh Luat Du lch 3.3.2 Kien ngh vi Tong cuc Du lch Co nh hng cho cac S cung nh cac doanh nghiep trong viec ap ng cac yeu cau hoi nhap cua du lch Viet Nam sau khi gia nhap WTO Nghien cu phan cap cho Thanh pho Ho Ch Minh thanh pho trong iem du lch cua ca nc ve mot so lnh vc nh: cong tac quang ba xuc tien du lch ra nc ngoai, cong tac tham nh xep hang sao khach san, cong tac ao tao cu the la uy nhiem cho S Du lch Thanh pho to chc cac s kien du lch, chng trnh Road show, Fam Trip oi vi cac th trng trong iem ma lng khach en Thanh pho chiem ty trong ln trong c cau khach ca nc nh Nhat, Phap, Han Quoc nham quang ba cho du lch Thanh pho du lch Viet Nam. Kinh ph to chc chi t ngan sach quang ba xuc tien cua Tong cuc Du lch va ngan sach Thanh pho. Hoan thien cac he thong phap luat ve du lch, cu the la ban hanh va trien khai thc hien co hieu qua cac Ngh nh, Thong t ve kinh doanh lu tru, l hanh, hng dan vien, van tai du lch, thanh tra, kiem tra va x phat trong kinh doanh du lch e tao hanh lang phap ly ro rang trong hoat ong kinh doanh du lch. ac biet sm ban hanh qui che on khach tau bien e hoat ong nay i vao ne nep.

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Ch ao va nghien cu cac tieu ch va danh hieu chng nhan cac doanh nghiep hoat ong trong nganh du lch va cac dch vu co lien quan en du lch nham thuc ay cac doanh nghiep au t nang cao chat lng dch vu phuc vu khach. Thong bao chng trnh xuc tien quang ba trc t nhat sau thang e a phng va doanh nghiep chu ong phoi hp. Kien ngh Tong cuc Du lch ho tr cho nganh du lch Thanh pho nhieu suat hoc bong ao tao, boi dng, tu nghiep nc ngoai v du lch Thanh pho Ho Ch Minh luon chiem hn mot na tong lng khach du lch trong ca nc. 3.3.3 Kien ngh vi Uy ban nhan dan Thanh pho ay nhanh tien o trien khai van phong ai dien Thanh pho Ho Ch Minh tai Nhat va phong thong tin du lch tai th trng nay. Ch ao tap trung viec xay dng a iem va chng trnh bieu dien nghe thuat phuc vu du khach. Cho trien khai e an cac iem thong tin du lch theo phng thc xa hoi hoa do cong ty quang cao at Viet xay dng Tao ieu kien e S du lch tham gia co y kien oi vi cac d an au t trong lnh vc du lch. Lam tot ieu nay se gop phan cho cong tac qui hoach au t phat trien san pham cua nganh Du lch ung hng va sat vi thc te. Viec qui hoach cac nganh nghe nhay cam tren a ban quan, huyen la can thiet nhng can c tien hanh nhanh chong, cong khai, tao ieu kien e ngi dan tham gia kinh doanh trong lnh vc nh nganh nghe khach san Sm co y kien ve e ngh keo dai thi gian hoat ong cac loai hnh vui chi giai tr. oi vi cac loai hnh vui chi giai tr nh vu trng, nha hang, quan bar phuc vu khach du lch quoc te cac khach san 4-5 sao tai cac quan 1,3,5, Phu Nhuan, Tan Bnh Sm co quy che khuyen khch cac nha au t trong va ngoai nc au t xay dng khach san 4-5 sao, khu vui chi giai tr tong hp ap ng nhu cau ve c s vat chat phuc vu khach du lch tren a ban Thanh pho. Cac u ai phai het sc cu the ve at ai, tai chnh trong o chnh quyen Thanh pho au t ha tang ky thuat

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(ng giao thong, he thong ien, cap, thoat nc) en ranh gii d an bang nguon von ngan sach Thanh pho. Kinh ph quang ba xuc tien du lch thi gian qua a c Uy ban nhan dan Thanh pho quan tam ho tr tuy nhien e phu hp vi tnh chat ac thu cua lnh vc thng xuyen quan he vi oi tac nc ngoai, can co mot c che thong thoang, linh hoat hn na trong s dung kinh ph quang ba xuc tien nhat la ve nh mc chi tieu, quyen t chu cua S trong chi tieu.

Ket luan chng 3

Chng 3 i vao a ra cac giai phap Marketing phat trien du lch Thanh pho Ho Ch Minh en nam 2015. Cac giai phap Marketing a ra gom tang cng hoat ong nghien cu th trng, hnh thanh nhom nghien cu th trng. Cung co va a dang hoa, nang cao chat lng san pham du lch cua Thanh pho nham thu hut khach du lch ngoai nc, cung nh khai thac th trng du khach trong nc vi hn 80 trieu dan. e xuat mot so giai phap nham nang cao kha nang canh tranh ve gia cho san pham du lch cua Viet Nam; hoan thien hn he thong phan phoi san pham du lch cua Thanh pho en du khach; va e xuat mot so hoat ong chieu th cho nganh du lch Thanh pho tiep can tot hn vi th trng trong va ngoai nc. e hoat ong du lch Thanh pho ngay cang phat trien can thiet phai co s ho tr trong ao tao nguon nhan lc, tm kiem nguon von au t, tang cng cong tac am bao an toan cho du khach cung nh cac ke hoach phoi hp song phng, a phng T o cung xin co vai y kien kien ngh en Chnh phu, en Tong cuc Du lch, va Uy ban nhan dan Thanh pho e du lch Thanh pho xng ang la iem en ln nhat, hap dan nhat cua Viet Nam noi rieng va nang cao c kha nang canh tranh vi cac nc ban trong khu vc.

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KET LUAN
Marketing la mot lnh vc khoa hoc va nghe thuat phong phu trai qua qua trnh tch luy va phat trien lau dai. Viec nghien cu va van dung marketing mot cach khoa hoc va sang tao cho nganh Du lch Thanh pho Ho Ch Minh la mot yeu cau bc xuc cho tat ca cac doanh nghiep trong nen kinh te th trng, ac biet trong tnh trang kinh te cua nc ta va mi gia nhap WTO. Trong giai oan 2007-2015, nganh du lch Thanh pho can phai co nhng hoat ong Marketing thch hp e ap ng nhu cau a dang cua du khach, ong gop tch cc vao tang trng GDP cua Thanh pho noi rieng va ca nc noi chung. Bang phng phap nghien cu cua mnh luan van a trnh bay c nhng van e sau: - C s ly luan ve san pham du lch, nhng ac tnh cua san pham du lch, Marketing du lch va s can thiet cua marketing du lch, cac tac ong cua moi trng en du lch. Hoat ong nghien cu th trng, la chon th trng muc tieu va 4P chnh cua hoat ong Marketing. - anh gia c thc trang cua nganh du lch Thanh pho en nam 2006. Phan tch s anh hng cua moi trng en du lch va i vao tap trung phan tch thc trang hoat ong marketing cua nganh du lch Thanh pho Ho Ch Minh t o anh gia v the cua du lch Thanh pho tren th trng lam nen tang cho viec e xuat nhng giai phap chng 3. - Can c vao nhng phan tch chng 2, trong chng 3 a a ra mot so e xuat cho hoat ong marketing cua nganh du lch Thanh pho en nam 2015 va mot so e xuat e ho tr cho nganh du lch Thanh pho phat trien, thu hut them du khach nhng th trng muc tieu va tiem nang cua mnh.

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Viec ng dung Marketing vao du lch se rat kho v san pham du lch co nhng ac tnh vo cung ac biet, oi hoi nhng ngi lam kinh doanh du lch phai co kien thc tong quat lan kien thc chuyen mon, nghiep vu. ong thi nhu cau cua khach hang rat a dang, luon thay oi theo thi gian do o nganh du lch cung phai luon co chien lc phu hp cho tng giai oan phu hp vi xu the phat trien. Mac du a co nhieu co gang nhng do thi gian va kien thc con nhieu han che nen khong tranh khoi nhng thieu sot. Rat mong nhan c s thong cam va ch dan cua quy thay co va cac ban.

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PHU LUC 1 BANG CAU HOI Xin chao quy Anh (Ch). Chung toi la hoc vien khoa Quan Tr Kinh Doanh thuoc trng ai Hoc Kinh Te Tp.Ho Ch Minh. Rat mong quy Anh (Ch) danh chut thi gian tra li mot so cau hoi sau. S nhan nh cua quy Anh (Ch) rat co gia tr cho cuoc nghien cu cua chung toi. Rat mong nhan c s cong tac cua quy Anh (Ch) Phan I: THONG TIN CA NHAN 1. Ho va Ten:......................................................................................................... 2. Quoc tch:........................................................................................................... ............................................................................................................................... ............................................................................................................................... 3. Gii tnh: Nam N 4. Tuoi: <18 tuoi 18-25 tuoi 25-35 tuoi 35-45 tuoi >45 tuoi 5. Nghe nghiep: Sinh vien Lao ong chan tay Nhan vien van phong T kinh doanh Khac 6. Anh (Ch) ang i du lch: Mot mnh Vi ban be Vi gia nh Phan II: NHAN NH CUA ANH (CH) VE HOAT ONG DU LCH TAI TP.HCM 1. Anh (Ch) anh gia the nao ve so lng cac iem tham quan tai Tp.HCM? Qua t iem tham quan Cac iem tham quan tng oi nhieu Qua nhieu iem tham quan 2. Anh (Ch) anh gia the nao ve so lng cac a iem vui chi, mua sam, giai tr Thanh pho HCM? Khong co nhieu Trung bnh Kha nhieu Rat nhieu

3. Anh (Ch) thng vui chi nhng ni nao cua Thanh pho HCM ve em? (co the chon nhieu cau tra li) Quan bar Khu pho Tay

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Pho em tai ch Ben Thanh Quan ca phe

Vu trng Khac

4. Anh (Ch) thng mua sam nhng ni nao? Cac ca hang Ch Cac trung tam thng mai 5. Anh (Ch) anh gia the nao ve gia ca tour du lch Tp.HCM so vi cac Thanh pho cua cac nc khac trong khu vc? Re Hp ly Hi at t 6. Anh (Ch) nhan xet the nao ve moi quan he gia gia ca va chat lng cac dch vu (khach san, nha hang, ) Gia ca phu hp vi chat lng Gia ca cao nhng chat lng hi thap Gia ca cao nhng chat lng qua thap 7. Anh (Ch) anh gia the nao ve gia ca tai cac iem tham quan? Re Hp ly Hi at

t

8. Anh (Ch) anh gia the nao ve gia dch vu bu chnh vien thong tai TP.HCM? Re at Hp ly Hi at 9. Anh (Ch) thng chon hnh thc i du lch nao? Mua tour cua mot cong ty tai nc cua Anh (Ch) Mua tour tai Viet Nam T to chc 10. Anh (Ch) biet en Tp.HCM da vao nhng kenh thong tin nao? Internet Gii thieu cua ban be, ngi than Sach, tp ch T tm Phng tien truyen thong

11. Anh (Ch) nhan xet g ve oi ngu (Ch) tng i du lch? 1 Hoan toan khong tot Trnh o ngoai ng 1 Kien thc chuyen mon 1 Ky nang giao tiep 1

hng dan vien du lch cua cac cong ty Anh 5 Rat tot 3 4 3 4 3 4

2 2 2

5 5 5

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S nhiet tnh phuc vu 1 2 3 4 5 12. Anh (Ch) anh gia the nao ve oi ngu nhan vien khach san ma Anh (Ch) ang ? 1 5 Hoan toan khong tot Rat tot Trnh o ngoai ng 1 2 3 4 5 Kien thc chuyen mon 1 2 3 4 5 Ky nang giao tiep 1 2 3 4 5 S nhiet tnh phuc vu 1 2 3 4 5 13. Anh (Ch) anh gia the nao ve cac yeu to sau: 1 Hoan toan khong tot Phng tien van chuyen 1 2 He thong giao thong 1 2 Chat lng khach san 1 2 Chat lng cac dch vu 1 2 He thong bu chnh vien thong 1 2 Con ngi 1 2

3 3 3 3 3 3

4 4 4 4 4 4

5 Rat tot 5 5 5 5 5 5

14. ieu g gay kho khan cho ban khi en vi Tp.HCM? Cung cach phuc vu tai san bay Thieu thong tin Thu tuc xuat nhap canh 15. Anh (Ch) se quay lai Tp.HCM? Co Khong

Cha biet

16. Anh (Ch) se gii thieu cho ban be, ngi than ve Tp.HCM? Cha biet Co Khong Xin tran trong cam n s hp tac va giup cua Quy Anh (Ch) va cac ban

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PHU LUC 2 QUESTIONAIRE Warmest greeting to you, we are students from the University of Economic of Ho Chi Minh City. We would like to have a few minutes of your time to complete this questionnaire. Your answers will be great help to our research project. We are looking forward for SECTION 1: PERSONAL INFORMATION 1. Full name: 2. Nationality: 3. Sex: Male 4: Age group: < 18 years 35 45 years 5. Occupation: Student Self-employed 6. Are you traveling? By yourself

Female 18-25 years > 45 years Labour Other With friends 25 35 years

Office Administration

With Family

SECTION 2: YOUR JUDGMENTS ON HO CHI MINH CITYS TOURISM SERVICES 1. How do you assess the quantity of sightseeing-place in Ho Chi Minh City? Just a few Fairly Too much 2. How do you assess the quantity of the entertainment, shopping places in Ho Chi Minh City? Just a few Average Rather much A lot

3. Where do you usually spend your night life within HCM City? Back packer town Bars

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Night market at Ben Thanh market Cafes 4.Where do you usually go for shopping ? Markets Trade centers Street Stores

Night clubs Other.

5.Your opinion on the cost of HCM City Tours compare to other cities Cheap Reasonable Quite Expensive Expensive 6. Your evaluation of the relationship between the price and standard of services (Eg: Hotels, restaurants) Right price comparable with standard of services. Price is high with low standard of services Price is high with very low standard of services. 7. How do you assess the prices at sightseeing-place ? Cheap Reasonable Quite expensive

Expensive

8. How do you assess the prices of Telecommunication postal in Ho Chi Minh City ? Expensive Cheap Reasonable Quite expensive 9. Which form of tour do you choose to go on? Book a tour from a travel agency in your countries Book a tour from a travel agency in Viet Nam Go own tour. 10. How did you find out about HCM City? Internet Personal recommendation from friends, family Media Personal research Magazines, books

11. Your evaluation of the Standard of your tour guide 5 1 Not good Very good 1 2 3 4 Proficiency in English Professional knowledge 1 2 3 4 5 Ability in dealing with guest 1 2 3 4 2 3 4 5 Sincerity in dealing with guest 1

5 5

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12. Your evaluation of the professionalism of Hoteliers where you stay? 1 5 Not good Very good Proficiency in English 1 2 3 4 5 Professional knowledge 1 2 3 4 5 Ability in dealing with guest 1 2 3 4 5 Sincerity in dealing with guest 1 2 3 4 5 13. Your evaluation of the following aspect: 1 Not good Means of Transportation Traffic system Standard of Hotels Standard of tourism Services Postal / communication services People

1 1 1 1 1 1

5 Very good 2 3 2 3 3 2 2 3 2 3 2 3

4 4 4 4 4 4

5 5 5 5 5 5

14. What difficulties have you come across when arrive at HCM City? Customs officer are not always ready to serve Insufficient information Customs formalities 15. Will you return to HCM City? Yes No

Unsure

16. Will you recommend HCM City to your friends, family? Yes No Unsure Thank you for your time and co-operation, we hope you have a great time in HCM City.

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PHU LUC 3 KET QUA KHAO SAT Y KIEN DU KHACH Tong so phieu: 269 Gii tnh: Gii tnh Nam N o tuoi cua mau nghien cu o tuoi < 18 18 25 25 35 35 45 > 45 Tong cong

Tan suat 152 117

Phan tram 56.51% 43.49%

Tan suat 2 100 114 27 26 269

Phan tram 0.7% 37.2% 42.4% 10% 9.7% 100.0%

Nghe nghiep cua mau nghien cu Tan suat Nghe nghiep Sinh vien 48 Lao ong chan tay 19 Nhan vien van phong 77 T kinh doanh 48 Khac 71 Tong cong 263 Hien trang du lch cua mau nghien cu Du khach ang i du lch Tong so Mot mnh 83 Vi ban be 135 Vi gia nh 51 Tong cong 269

Phan tram 18.3% 7.2% 29.2% 18.3% 27% 100.0%

Phan tram 30.9% 50.2% 18.9% 100.0%

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Phan II: NHAN NH CUA DU KHACH VE HOAT ONG DU LCH TAI TP.HCM Tan suat Phan tram 1. So lng cac iem tham quan tai Tp.HCM Qua t iem tham quan Cac iem tham quan tng oi nhieu Qua nhieu iem tham quan Khong co nhieu Trung bnh Kha nhieu Rat nhieu 3. Ni du khach thng lui ti tai Thanh pho HCM ve em Khu pho Tay Quan bar Pho em tai ch Ben Thanh Vu trng Quan ca phe Khac 4. Ni du khach thng mua sam Ch Cac ca hang Cac trung tam thng mai khu vc Re Hp ly Hi at t 5 30 116 118 2% 11% 43% 44% 46 148 102 17% 55% 38% 199 140 70 121 218 40 74% 52% 26% 45% 81% 15% 239 30 0 158 73 35 3 89% 11% 0% 59% 27% 13% 1%

2. So lng cac a iem vui chi, mua sam, giai tr Thanh pho HCM

5. Gia ca tour du lch Tp.HCM so vi cac Thanh pho cua cac nc khac trong

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6. Gia ca va chat lng cac dch vu (khach san, nha hang, ) Gia ca phu hp vi chat lng Gia ca cao nhng chat lng hi thap Gia ca cao nhng chat lng qua thap 7. Gia ca tai cac iem tham quan Re Hp ly Hi at t 8. Gia dch vu bu chnh vien thong tai TP.HCM Re Hp ly Hi at t 9. Hnh thc i du lch Mua tour cua mot cong ty tai ban x Mua tour tai Viet Nam T to chc 10. Du khach biet en TPHCM qua kenh thong tin Internet Sach, tp ch Phng tien truyen thong T tm Gii thieu cua ban be, ngi than 1 Trnh o ngoai ng Kien thc chuyen mon Ky nang giao tiep 2 3 67% 16% 80.5% 37 67 112 10 2 4 29% 74% 18% 28.5% 2 5% 41.7% 3.9% 0.9% 5 4% 10% 1.5% 154 56 46 57.2% 25.8% 17% 0 16 186 67 0% 6% 69% 25% 8 137 78 46 3% 51% 29% 17% 99 132 38 37% 49% 14%

11. Nhan xet cua du khach ve oi ngu hng dan vien du lch cua cac cong ty

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S nhiet tnh phuc vu Trnh o ngoai ng Kien thc chuyen mon Ky nang giao tiep S nhiet tnh phuc vu 13. Nhan nh cua du khach ve cac yeu to Phng tien van chuyen He thong giao thong Chat lng khach san Chat lng cac dch vu du lch He thong bu chnh vien thong Con ngi than thien 10.3% 7.2% 2.9%

12%

71% 71% 69.5% 78% 80%

14% 18% 29% 17% 18%

3% 11% 1.5% 4% 2% 9%

12. Nhan xet cua du khach ve oi ngu nhan vien khach san

13.9 5.8%

23.1% 43,7%

69.9% 22,9% 36.2% 27.5% 27.6% 3% 89.7% 10.3% 190 39 40 85 13 171 85 16 168 70.6% 14.4% 15% 31.3% 5% 63.7% 31.7% 6% 62.3% 21.1% 37.8% 41.1%

49,4% 35,1% 12.5%

14. ieu gay kho khan cho du khach khi en vi Tp.HCM Thieu thong tin Cung cach phuc vu tai san bay Thu tuc xuat nhap canh 15.Ty le du khach quay lai Tp.HCM Co Khong Cha biet Co Khong Cha biet

16. Ty le du khach se gii thieu cho ban be, ngi than ve Tp.HCM