Tiếng anh du lịch Marketing plan for Làng văn hóa du lịch các dân tộc Việt Nam

VIETNAM NATIONAL UNIVERSITY, HANOI
UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES

ENGLISH FOR TOURISM
FINAL ASSIGNMENT:
Marketing plan for
Vietnam National Village for Ethnic Culture and Tourism

Hanoi, 2019

1 | Page


Abstract:
In modern times, the form of cultural tourism is developing ceaselessly due to its positive
effects towards the economy, the society, and the environment of a country. Viet Nam
holds huge potential for cultural tourism thanks to its diversity in terms of culture,
customs and traditions, which have been shaped and practised across the nation for
thousands of years. An typical example destination for cultural tourism is Vietnam
National Village for Ethnic Culture and Tourism (Name in abbreviation: Vinaculto) - an
ideal place to for both Vietnamese and foreign tourists to visit and travel as well as to
learn more about the culture of Vietnamese ethnic groups. The assignment will be a
marketing plan for Vinaculto to help this destination become more famous and
developed.

I.

General introduction

Vietnam National Village for Ethnic Culture and Tourism was inaugurated in October
2010, coinciding with the 1,000th founding anniversary of Thang Long-Hanoi. Located

about 40 km away from Hanoi, it is a part of Dong Mo tourist area, Son Tay, Hanoi, the
cultural – tourism village with diverse mountainous terrain along peaceful valleys and
lakes.
It is considered a national center of culture, sports and tourism activities where traditional
cultural heritage of 54 Vietnamese ethnics can be kept and exploited. When tourists have
chance to come here you do not only relax, go sightseeing and enjoy the green and fresh
atmosphere but also participate in cultural and artistic activities with rich, dynamic,
diverse, attractive performance.
2 | Page


With nearly 200 ha, The area of ethnic villages was built into zones of hamlet structures
and reconstructing villages within zoning plan and folk architecture in order to introduce,
preserve and develop the traditional cultural values of 54 Vietnamese ethnic
communities. The Village consist of four smaller hamlets belonging to different regions
where local residents live.
Entrance ticket
30,000 VND/ person for adults
10,000 VND/ person for tertiary students
5,000 VND/ person for primary and secondary students
Free for children below 6 years old
Open time
Vietnam National Villages for Ethnic Culture and Tourism is opened from Tuesday to
Sunday
8:00 – 11:00 AM in the morning
13:00 – 16:30 PM in the afternoon1

1 Retrived from />3 | Page

II. SWOT analysis:
1.

S - Strengths:

Vietnam National Village for Ethnic Culture and Tourism: an attractive destination

First of all, Vietnam National Village for
Ethnic Culture and Tourism is located in the
South of Dong Mo Lake, (Son Tay, Ha Noi).
The location is quite near from Hanoi center
which will attract many people to visit,
especially those who do not really like
travelling or those cannot to go far.

Secondly, it takes 40 km to go to Hanoi center
from here in the West; 70 km to go to Noi Bai
International Airport; and 45 km to go to Gia
Lam Station. In addition, The Village is near
Hoa Lac Airport now managed by Ministry of
Defense, developing light flying boat,
helicopter. Moreover, it takes 30 km to go to
Mieu Mon Airport estimated by 2015 it will
become International Airport with 4E Level
under the ICAO standard. Hence, the
transportation is very convenient to travel with
the cheap price by public transport or private
one

Beside the strengths about location and transportation, this Village has some

significant advantages. It is next to Dong Mo Golf and Duong Lam Ancient Village’ Hoa
Lac high technology area, and Vietnam National University, Hanoi with the scale of
60.000 students in 2020. Therefore, the place distributes many inhabitants, which will be
attracted by this village.

4 | Page


Initially, the village consisted of models and artefacts, introducing the tangible
cultural values of 54 Vietnamese ethnic groups to visitors.
The national cultural space seems to have been completed thanks to the hearts and
hands of ethnic minority people who are living here. In addition to their cultural and
tourism events, various activities by artists from traditional arts theatres and clubs are
being held in the village.

Every year, in addition to the regular activities of seven ethnic minority groups,
visitors can participate in events with specific themes, such as festivals welcoming the
New Year in January and February and programmes praising the beauty of the landscape
and people of regions around the country.

5 | Page


A wide variety of activities associated with major national holidays also took place
in the village in the presence of many Party and State leaders as well as domestic and
foreign visitors, such as the National Great Unity Week, the Vietnamese Ethnic Groups
Cultural Day, Ha Giang Culinary Culture Space, festivals, folk games, the programme of
making chung cake (square glutinous rice cake) for the poor and the performance of
Southern amateur music (Don ca Tai tu).

(“Sắc hoa” chào năm mới 2019 tại Làng Văn Hóa các Dân Tộc Việt Nam)

Visitors to the village can feel the peace and beauty of the villages with rice and
corn full of terraced fields, boisterous laughter, folk songs and the colour of traditional
festivals.
2. W- Weakness:

The degradation of the outdoor artefacts decreased the number of visitors to the
tourism area.

6 | Page


The Village has not been cooperating with many travel agencies yet. And, because
in the culture village, one independent department should be in charge of organizing
events, conferences and seminars and providing essential information for travel
companies to include in their tour programs. Travel companies will serve as a bridge
introducing tourists to the village’s products. One another reason if that the village is
located in a sparsely populated area.
3. O - Opportunities.
3.1.
The promoting investment.

The Ministry of Construction has issued Official Letter 1374 / BXD-QHKT to the
Management Board of Vietnam National Village for Ethnic Culture and Tourism on the
elaboration of detailed construction planning at the Cultural - Du Village Vietnamese
ethnic calendar. After receiving the Official Letter No. 245 / LVHDL-QHKTMT dated
May 22, 2018 of the Management Board of Vietnam National Village for Ethnic Culture
and Tourism, it is proposed to comment on the implementation of detailed construction
planning at Vietnam National Village for Ethnic Culture and Tourism.

Enhancing investment promotion and attraction, striving to select big investors to
implement investment projects in functional areas using capital outside the state budget.
In which, the Decision on investment policy for Dong Mo Tourism - Culture Investment
and Tourism Joint Stock Company was granted. On that basis, investors are building
planning projects. At the same time, the Management Board is interacting and working
with a number of research partners and investment proposals such as: Vingroup,
Sungroup, PHM Investment One Member Co., Ltd., NANOICE Technology Investment
JSC Vietnam ... to invest in building functional areas without using state budget capital.
7 | Page


In terms of investment cost.
Preferences on rental land prices help reduce investment costs. Based on Official
Letter No. 6788 / UBND-KT of Hanoi People's Committee dated November 25, 2016 on
land prices at Vietnam National Village for Ethnic Culture and Tourism. The land of
Vietnam National Village for Ethnic Culture and Tourism has the following price (applied
from January 1, 2015 to December 31, 2019): Land price for trade and service is VND
1,693,000 / m2; The price of non-agricultural production and business land is VND
1,411,000 / m2.
3.2.

Labor force is abundant and abundant, the proportion of labor force participation
aged from over 15 accounts for 75.3%. Moreover, the labour cost in this area is twothirds cheaper than other regions in Hanoi city.
3.3.

The potential of eco-tourism and culture tourism.

Vietnam National Village for Ethnic Culture and Tourism covers an area of more
than 1,500 ha, of which 900ha is lake and the rest is forests and mountain. The landscape
here is beautiful and romantic. The village is just one of the many tourist destinations

west of Hanoi. It has become an attractive destination for visitors in the capital and other
provinces and cities to discover and relax on weekend days and holidays. According to a
statistic, the number of visitors to the site reached over 500,000 in 2016, up 200% over
2015 and exceeding the target of 167%.
The village also meets the demands of healthy entertainment, sporting and arts
activities for both domestic and foreign visitors. The village’s Management Board has
coordinated with localities to mobilise thousands of ethnic minority people to participate
in activities reproducing their daily lives and festivals. Through cultural and arts activities
with rich and attractive content imbued with national culture, the village is expected to
contribute to fostering the love of nature and the country among the people. The Vietnam
National Village for Ethnic Culture and Tourism has become an attractive destination for
visitors in the capital and other provinces and cities to discover and relax on weekend
days and holidays.

8 | Page


In addition to preserving, introducing and promoting national cultural values as
well as enhancing the mutual understanding and solidarity among ethnic minorities, the
Management Board set a target of stably and effectively operating the ethnic minority
areas, attracting more investment to two functional areas and inviting more
representatives of minority groups to live in the village.
The managers have also paid much attention to the maintenance and repair of
outdoor works, signs and indications and the collection and display of artefacts as well as
the improvement of the quality of services, striving to make the village become an
attractive cultural tourism destination.
4. T – Threats

In today’s open market economy, with the goal of integration and modernization,
the threats which Vietnam’s tourism industry has to face to should be considered

carefully. To be specific, in Vietnam National Village for Ethnic Culture and Tourism,
there are major challenges that the villages has to cope with.
Lack of capital and skilled employees
The big threat is the lack of capital skilled employees that leads to many others
consequences:
● The works such as stilt houses, roads on the tourist areas are degraded but have not
been invested to rebuild
● The WC is not clean, not modern that make bad impression on tourists

9 | Page


●

The shortage of tourist guides do not meet the needs of deep and thorough study of
visitors. This not only does not meet the demand of visitors but also does not
create comfort for visitors. Especially, there is lack of the team of instructors who
are fluent in foreign languages to introduce international visitors.

In the tomb area of the Gia Rai ethnic group in the Vietnam National Village for Ethnic Culture
and Tourism, many houses have been seriously degraded - Photo: Nguyen khanh

The difficulty in gathering 54 ethnic groups to one place
It is a great difficulty to significantly bring the national cultural identity of all 54
nations come together in a place. The representation of 54 ethnic groups living in the
village is a major challenge because of the lack of funding, so the management board
only welcomes ethnic minority people to the village for major events. But after the end of
the event, the ethnic people pulled together. Moreover, there is not many ethnic people
who have a deep understanding about their culture. They are usually very old and are not
willing leave their hometown to go there to transmit their culture. Despite having been in

operation for nearly 10 years, this place has few annual activities to attract tourists.
Additionally, in the context of today's globalization, the Vietnamese young
people prefer to travel abroad and do not care about domestic culture. Regarding foreign
tourists, Vietnam is still a small Asian country in their eyes, and our culture are usually
confused with the culture of other large Asian countries like China. Therefore, the
transmission of culture to visitors with significant way is a big challenge.
Challenge in using modern technology
The Industrial Revolution 4.0 is exploring, in the developing situation of our
country, it is a big challenge for this tourism area to apply modern technology in
operating and managing. In the Vietnam National Village for Ethnic Culture and
10 | Page


Tourism , WiFi service has not been covered throughout the area that brings about
inconveniences for tourists if they want to access the internet to get information or share
their experiences about there.
Furthermore, the application of modern technology in guiding and entertaining
activities for visitors is essential. Especially for foreign tourists, if there is an automatic
translation device, it can help them be more active in understanding the information in
there as well as minimize the work for the tour guide or interpreter.
III. Promotion and development strategy:
1. Objects of visitors
Objects of visitors to Dong Mo tourist area are mainly groups of graders, students,
employees, foreigner tourist,.... they come here to rest, visit, study,… However, there are
still a large of single guests coming here.
2. Focus on tour
The first day, visiting the 1st – group ethnic that include the midland & mountainous
ethnics (Muong, Thai, Tay, Dao, H’Mong…). Following that, tourist participate in camp fire of Thai ethnic group, singing and dancing,…
The second day, to visit 2nd - group ethnic in Tay Nguyen area including Khmer - me, E De, Ba - na, Bru Van Kieu and take part in local activities there. And then, discovering 3 rd
- group ethnic in Nam Bo including KHmer, Cham, Co-ro, Chu-ru.

3. The development strategy
3.1. Infrastructure and technology
The destination is located in remote areas, the current access conditions are still
difficult that impact on potential exploitation efficiency to serve ecotourism development.
Therefore, the addition, construction, improvement and improvement of technical
facilities and infrastructure not only has socio-economic meaning but also makes sense
special meaning: Ensuring the sustainable development of ecotourism.
Firstly, the government should invest in building water pumping stations, electric
pumping station and treating pepper drainage flooded along the communal area of
shareholders; construction upgrade works irrigation of Dong Mo dam, Hang river
pumping station to serve tourism activities are stable while reducing flooding in
agriculture in the area.
11 | Page


Secondly, the managers should add modern technological system.
Nowadays, 80% tourists use smartphone and it’s easy for them to use this app and
this service. Moreover, they can share their experiences about this place on social
networking sites (Facebook, Instagram, Twitter...). This is also a way to promote the
destination. Vietnam National Village for Ethnic Culture and Tourism should apply
significantly modern technology in operating and managing.
The effective recommendation is designing Automatic interpretation system with
many languages to serve the sightseeing needs of domestic and international visitors. To
experience, visitors only need to use the pre-installed device and select the point of
explanation. This device is connected to the headset very conveniently and does not
affect everyone around. Visitors also can use their smartphones to scan QR codes which
are set on the texts that help them search information and translate the contents. (like
Temple of Literature). Another possible way is creating a free all in one digital tourist
guide running as a smartphone application full of local infor detailed maps, pictures and
descriptions of this place. It’s also necessary to set free wifi to cover the whole village.

3.2. Human resource training
Human factor is a key issue that determines success or failure of tourism activities.
Therefore, there must be a source of qualified labor to create quality goods products.
Quality of human resources is affected greatly influenced by the recruitment and
employment of employers in accordance with principles, training, improve professional
qualifications and work environment.
The managers should regularly check, evaluate and classify professional
qualifications service of all staff working in the local tourism industry. In addition, it is
essential that there are training courses, training on professional skills for quality of
human resources to improve and enhance fully meet the needs of visitors.
3.3. Product promotion
Tourism wants to develop quickly and strongly to constantly grasp the needs and
tastes of society in the consumption of tourism products. Therefore, it is necessary to
effectively exploit the potential of all classes of society to participate in propaganda,
promotion and promotion of tourism. In other words, to promote socialization of
advertising, promotion and tourism marketing activities. If doing well this work will
contribute to promoting the socio-economic development in general and tourism in
particular.

12 | Page


Propaganda and promotion of tourism products must achieve the goal - bring
pictures of natural landscapes, climate, fresh environment to the tourists domestic and
foreign guests let them know and come here.
Experiences from countries show that it is necessary to diversify forms of
advertising, focus on the form of word of mouth advertising and on the mass media them,
focus on advertising objects, ensuring rich and attractive information, featured and can
create advertising campaigns. Main information channels such as: through electronic
information system; other forms of information such as publications, leaflets, folding

exercises to distribute free to visitors; continue to strengthen the bearing information
system more professionalism through publications CD, VCD, DVD, books and
newspapers… to meet the needs of use, exploit diverse information of visitors.
3.4. Cooperating with travel agencies
The first, Village management needs to actively link travel agencies to build
products and services. In the immediate future, it is necessary to focus on improving
services in some ethnic villages, such as upland market areas, Cham towers, Khmer
pagodas ... so that tourists can come to learn and explore culture and see showing the
living environment of ethnic minority people, enjoying food and selling souvenirs. In the
long term, there should be a form of sightseeing tickets, to generate income for the
village like many museums and other tourist areas in the country.
Besides, to further enrich the life of ethnic people living in Cultural Village,
according to Prof. Dr. To Ngoc Thanh - Chairman of Vietnam Folk Arts Association: "It
is necessary to change the method of bringing people To live in the Cultural Village
nowadays, instead of bringing some typical individuals representing each ethnic group,
each household must be taken so that they can live in each and village. " Because, people
of ethnic groups do not stick with the village for a long time. At present, in each ethnic
group there will be residents who come to live in the village every three months, after the
expiration, they return to their homeland, thus lack of long-term attachment to the village.
4. Develop a mixed marketing strategy:
- This is considered one of the sharpest tools to promote business. Our company will use
this marketing tool flexibly to attract customers.
a. Price policy:

13 | Page


- When studying to come up with a suitable price policy, management will have to take
into account many advantages and disadvantages, direct and indirect factors from which
to set a specific price so that it can bring profits to the village.

- Valuation by analyzing the breakeven level and valuing according to the target profit to
provide a reasonable tour price
- Pricing based on competition
- Pricing products package, discount, cost savings but still have to ensure quality, for
large households, more than one generation will have a discount policy from 10% -20%
discount
- Depending on the season, not the tourist season, some tours will offer a deep discount to
encourage people to travel, such as January, March, April, October, and November.
b. Product policy:
- Because domestic tourism products are easy to imitate, so creating a unique unique
product is also a big challenge. Therefore, the management will try to create a unique,
exclusive product, while improving the quality of the products that make customers trust.
It is a factor that creates prestige, reputation and brand for this tourist destination in the
regional and national markets.
- Types of products of cultural village: products and services
• Economical product: everyone can travel but still ensure quality
• Traditional product
• High quality product
- Example of a traditional product line: domestic tour beam
14 | Page


- Improving and renewing the characteristics of using products to meet the increasing
demands of consumers
• Commitment to international standard service quality
• Abundant resources, professional team
• Trusted partner network
• Unique products, diverse services
- Design products suitable to the needs of each customer
- Dedicated customer care service, providing sufficient information

- After-sales service: promotion with gifts, gifts included, membership card ...
- Insurance service: providing customers with reasonable compensation if there are
unexpected problems.
c. Promotion policy:
- In addition to posting on newspapers, leaflets, participating in tourism festival fairs to
introduce products, we also hire fanpage to advertise, as well as run ads on media such as
Facebook. , Instagram, ... aimed at the ages of 15 to 70, those who have a need to travel
and relax. In addition, we also hire celebrities such as singers, hot girls at the level just
posted the promotion status on Facebook, Instagram.
d. Distribution policy:
- The village will gradually improve and expand play areas, provide customers with
better, more convenient and easier services.
5. Market strategy:
15 | Page


- Along with the economic development, the tourism market is also expanding and having
fierce competition. Therefore, to develop tourism, it is necessary to have the right
strategy to learn, explore and control the market and also to better serve the needs of the
market.
- Because the market is quite large, so that business is highly effective, we choose our
target market and target that target market.
- Cultural Village aims to be a leading tourism company in the region interested in
promoting and marketing regional visitors as well as guest areas throughout the country.
Selectively participate in seminars and fairs. Strengthening cooperation of media
agencies, airlines, and corporations to promote the Village's brand as well as introducing
new products and tourism services during the summer, the holiday and Lunar New Year.
6. Proposals and orientations for Vietnam National Village for Ethnics Cultural and
Tourism:
- The orientation of cultural village is tourism business, to create a comprehensive and

complete tourism product
- Implementing a long-term business strategy, creating the difference of the village
- Increasing investment to make this place a spiritual tourism complex
- Development of promotion, marketing, image marketing, branding, brand management
through domestic and web tourism fairs, the official fanpage of the village
- Enhance the construction and supply of new travel product types such as creating price
for couples, families, companies and vouchers, promotions and gifts to meet the diverse
needs of tourists.

16 | Page


- Implementing the key business strategy is spiritual tourism, developing and exploiting
effectively domestic tourism, pioneering with breakthrough and sustainable creative steps
in business.
- Make video clips, encourage the understanding of prices treating national culture for
young people, implementing viral marketing in the media such as facebook, youtube
- Build up the ticket combos for the family, with the more and more people at a cheaper
price, look for target customers who are tour companies to go to team building
- Stimulate expense of visitors, focus on developing and improving the quality of food
and souvenirs
- The manager of the Village should organize for visitors to see, experience, directly
participate in a process of making a dish or developing new products
- The customs of ethnic minorities are community-based, not only reflected in the house
model, which is difficult to convey.
IV. Conclusion:
Today the business environment of all industries in the economy in general and the
tourism economy in particular changes constantly and is increasingly complicated. That
is the inevitable result of the market trend that is always developing and fierce
competition. So the Cultural Village needs to focus on maintaining what it has and

improving its competitive position compared to its competitors. It is necessary to focus
on maintaining and developing new and distinctive tourism products of the company and
the quality is always top priority. Setting a development goal, but there must be feasible
policies and measures to achieve the objectives, planned plans, further expanding the
market, and maintaining and developing our brand name growing stronger. more, more
popular with tourists.

17 | Page


REFERENCES
1. Nhan dan (2017). VN National Village for Ethnic Culture and Tourism: an attractive

destination. Retrieved April 10th, 2019, from
/>fbclid=IwAR17Ld0Mk_TPFxYm-vCydR5AbRESsL2h5Ify5t14z4Lg_9cOvq4gZXbv9Q
2. Retrived from />3. />
H1003.pdf?fbclid=IwAR0Ldj2rxFVmsaOxpJQ2hxyUlxQG4MRPfLYDJPnm5ezvHO4h-b5qNkRJ5Y
4. Retrived from />
18 | Page


19 | Page