Tiếng anh du lịch Marketing plan for làng cổ Đường Lâm

VIETNAM NATIONAL UNIVERSITY
UNIVERSITY OF LANGUAGE AND INTERNATIONAL STUDIES
Facilty of English Language

REPORT OF ENGLISH FOR TOURISM
FINAL ASSIGNMENT: SWOT, PEST ANALYSIS & MARKETING PLAN
FOR DUONG LAM ANCIENT VILLAGE

I.

Hanoi, May 2019
INTRODUCTION DUONG LAM ANCENT VILLAGE


Duong Lam is located on the bank of the Red River, 50km northwest of central Hanoi. The commune sits within
Hanoi’s city limits and is very close to the historical city of Son Tay, Hanoi’s satellite city. The easiest way to get to
Duong Lam from Hanoi is to travel via Son Tay.

Hanoi to Duong Lam by public bus
Getting to Duong Lam from Hanoi by bus is pretty straightforward.
First, you’ll need to get yourself from the Old Quarter (or wherever you’re staying) to My Dinh Bus Station, one of
Hanoi’s biggest bus stations located on the western side of the city. Bus 34 (from Hang Bong) terminates at My Dinh and
will have the name lit up on the front . Tickets cost 7K VND.
When you arrive at My Dinh, don’t go inside. Buses from Hanoi to Son Tay leave from out the front of My Dinh
station. Just look for a city bus with BX Son Tay (BX stands for ben xe, or bus station) printed on the side. At least two
different city buses do this route. We caught the 70B there, which cost us 20K VND per person. On the way back, we
caught a different bus, the 20B, which cost us 9K VND. The 20B doesn’t go all the way to My Dinh but terminates in
nearby Cau Giay.
The final leg of the journey is from Son Tay to Duong Lam Ancient Village. There are local buses—the number 76
and the number 92—that go to Duong Lam via Son Tay Fortress. When we pulled into Son Tay bus station, there were a
few taxis and motorbike drivers waiting in the yard. For ease, we decided to jump in a car. We ended up with a lovely

driver who was happy to run the metre for us. It cost us 70K VND to get to the entrance of Duong Lam from Son Tay bus
station.
Hanoi to Duong Lam by car or motorcycle
It’s a fairly straightforward 1.5 hour drive from Hanoi to Duong Lam via the QL 32 highway. When we travelled by
bus, the roads were in relatively good shape and traffic wasn’t too heavy on a Saturday morning. If you do have your own
wheels, you could easily combine Duong Lam with a visit to Ba Vi National Park, which is just 40 minutes’ west.
Hanoi to Duong Lam by Grab or taxi
If you prefer the air-conditioned comfort of your own private vehicle, you could take a Grab or taxi to Duong Lam.
A Grab car from central Hanoi costs approximately 420K VND, and a Grab bike costs approximately 200K VND. A taxi
might cost up to a third more on top of that, but you may be able to get a discount on a round-trip journey.


Orientation and getting around Duong Lam
Once you pass through the first village gate, you’ll come to a main entrance point with a tourist house signposted
on the left. Straight ahead, under the big tree, there’s a map attached to the wall with some of the main points of interest
plotted out in Vietnamese and English. It’s not to scale, but it’s a good idea to snap a photo on your phone as you go by. If
you continue walking, you’ll come to the main village square. There’s a large pagoda complex on the right, and a few old
houses that have been converted into souvenir and snack shops. A few of them have bicycles for hire. There are general
stores and little cafes scattered throughout the villages; if you want to grab an authentic snack, Duong Lam is known for
its “chè lam” shaved ice dessert, locally made soy sauce, and sugar cane juice.
After the main square, you’re on your own，looking out for any signposted old houses that we could go inside.

II.

SWOT ANALYSIS FOR DUONG LAM ANCIENT VILLAGE
1.

Strength analysis

Duong Lam takes benefits in term of natural, historical and cultural factors that are attractive tourists to visit here to

feel the peaceful rural scene in Viet Nam.
a. Natural factors
Geographical location
Duong Lam is an ancient village located in outskirt of Hanoi. It takes only about one and a haft hour from Hanoi
center to this area. Tourist can easily visit to Duong Lam by bus, car or motorbike.
Landscape
Duong Lam contains the characteristics of pure Vietnamese ancient village. It is very famous for ancient houses
system. Nowadays, Duong Lam village still conserves about 800 ancient houses. Few houses here were built from 1803
and many other were built from middle of XIX century.


Around the ancient houses are the paths, green gardens with betel and areca trees. Around the village are banyan
trees, village’s gate, rice fields, temple, and wells. All of them combine together and make an unique ancient village with
the features of ancient Vietnam, a peaceful area that is very hard to find in the modern life of the cities.

This village also has a lot of ancient attractive architectures such as Mong Phu temple, Mia pagoda, Mong Phu
gate....


(Mong Phu communal house)
b. Historical value
This is a famous place associated with many historical stories about two kings of Vietnam: King Ngo Quyen and
King Phung Hung. Two of Vietnam’s kings, Phung Hung (761-802) and Ngo Quyen (896-944) were born in Duong Lam,
giving the village its prestige. Both men led resistance wars against northern invasion and after winning national
independence, were crowned kings. After their deaths, the local people built temples in their honor.
Spiritual values: There are numerous of mysterious stories concerning Mia pagoda, people in here.
c. Cultural factors
Food: Duong Lam is famous for “Tương Bần” (soy sauce), “Bánh Đúc” (rice cake), peanut candy...

Friendly and hospitable local people is an important factor that attracts tourist to here again and again.

2. Weakness analysis
a. The cost
If tourist visits to this place, they have to pay much of money for service: a car rental a day (with driver) costs 650
000 VND; tip for the house’s owners 50 000 VND (at least); donate some money on the ancient house’s altar 20000-50
000VND).
Besides, there are not transportation for visitors who come there by bus, but the bus station is too far from the
village. So it is difficult for tourist to go around the village.
Furthermore, there are not special souvenirs that is unique in this ancient village so local people cannot make well
paid in tourism services.
b. Real situation of tourism development


It has some shortcomings such as: There are not many typical highlights; foreign language ability of local people
are still limited; the system of service equipment and human resources is lacking, not professional; skills to welcome
guests are amateur; service - products are still duplicated; potentials that are not fully used; few outside investors
participate in tourism development; The system of signs and boards to introduce the tour routes is not available; parking
lots in some attractions are still narrow, public toilets are in poor condition.
3. Opportunities analysis
In the 5-year period from 2012 to 2017, the ancient village heritage in Duong Lam welcomed and guided 55,000
domestic and foreign visitors to visit.

Many typical tourism products have been introduced to the visitors. There have been many reputable and
prestigious brands such as Chicken Cane, confectionery candy, cucumber, some fruit and vegetable products.
Tourism development in Duong Lam ancient village in the past time also received the attention of Japanese international
cooperation agencies in Vietnam (Jica) and volunteers, as well as unit companies. Travel, Research Institute for Rural
Industries. Duong Lam ancient village is being focused on investment for national tourism development.
4. Threats analysis
Contradiction between protection and development is a big problem. Residents are also reluctant to restore their old

houses to attract visitors because they have to abide by regulations of the management board of the Duong Lam village
relics, as well as Viet Nam’s Law on Culture Heritage.
The current environmental protection work in the ancient village is still limited, affecting the local tourism
activities, needing local authorities and people to participate in overcoming, contributing to protecting the health of the
community, enhance the value of monuments.


III.

PEST ANALYSIS FOR DUONG LAM ANCIENT VILLAGE

1. Political
Duong Lam ancient village - The land of two kings
The Mong Phu communal house was built on the highest point of land at the center of Duong Lam village in 1684
in the reign of King Le Hy Tong. The architecture of the communal house is typical of the ancient Viet people. A wooden
floor raised a certain distance above the ground, simulates the architecture of a stilt house.
Duong Lam village is famous for temples and shrines worshipping royal personages. Duong Lam villagers are proud that
this is the birthplace of King Ngo Quyen and King Phung Hung.
The temple dedicated to King Ngo Quyen was most recently renovated during the reign of King Tu Duc from 1848 to
1883. King Ngo Quyen is famous for the battle on Bach Dang River against China’s Southern Han troops. The historic
battle ended 1,000 years of Chinese feudal rule and established the Ngo Dynasty, giving the Vietnamese people a new
spirit of self-reliance and independence.
The temple worshipping King Phung Hung was built in Cam Lam commune where he recruited troops and rose up
in arms in 791 to combat the domination of China’s Tang. King Phung Hung summoned troops here for training and
began the uprising. After he died, the villagers built a temple right here. The temple’s precinct used to be very large with
lines of big pillars. But during the resistance war against the French colonialists, the locals implemented a scorched-earth
policy and the temple was damaged. It was later re-built.


2. Economy: Agricultural economy associated with trade

Duong Lam ancient town currently has 5 villages with nearly 1,600 households, more than 6,000 people. In a place
where people mainly live on agriculture for many generations, tourism development is considered a great opportunity in
economic restructuring. However, after more than 10 years, Duong Lam was recognized as an ancient village relic, only
10% of people at this time did travel services. The goal of Son Tay town proposed by 2015 must be at least 45% of people
doing tourism services, which means it has passed this milestone for up to 3 years but the target has only reached a small
part. The transition from agriculture to tourism services is slow, stemming from two factors: local government support
and people's activeness. Although Son Tay town has many programs to support people to do tourism, many people do not
know how to apply in practice. In addition, people do not benefit from relics, so it is difficult to preserve and promote
ancient village relics.


In the past years, Son Tay town as well as Duong Lam Ancient Town Management Board developed projects and
support mechanisms, organized many training courses for people to make tourism services, build products for tourism,
produce tourism products, take people to visit the models of village tourism, homestay tourism, facilitate capital
support ... However, only a few families know how to welcome visitors to visit, eat or organize more some tourism
products such as cooking experience, agricultural harvest, fishing, cycling to the ancient village. Left, many families are
limited by resources, human resources and skills to make travel.
3. Social
Called the Ancient Village but it is a gathering of 5 villages of 9 villages in Duong Lam commune, Son Tay town:
Mong Phu, Cam Thinh, ...The younger generation is growing more and more and will be the main source of labor in
society. so the growth rate will also increase rapidly.
If you want to make a plan to develop Duong Lam ancient village in modern times, it is required, the younger
generation must be the one who keeps and promotes the existing things so far.
The changes in attitudes through each generation may have a little effect on what I'm doing. For example, referring
to the directions of developing or developing a development plan for this ancient village, we will certainly receive support
and understanding from younger generations rather than the older generation.The changes in attitudes through each
generation may have a little effect on what I'm doing. Each generation's attitude and reaction will be different.
The social health, education and mobility levels are quite good. These problems change and have a positive impact on
people's perceptions and thoughts, especially young people. They absorb and receive sympathy in a positive way,
changing their thinking much better than before. This is expressed through specific actions. They have taken more

practical actions to prove that what they do is a meaningful and beneficial thing for society. Gradually change the
thinking of those around them but still preserve and promote the inherent core values. These points will be different for
different age groups.
Social attitudes and taboos may affect our development plan in this ancient village. It will slow the progress of the
project and may lead to a series of consequences affecting the timing and way of implementing the plan in the future.
Religion and lifestyle affect the population very clearly. Almost all people in this village follow Buddhism so people will
be affected by the Buddhist thinking, dogma and logic.
4. Technology


Though an agricultural country, Vietnam has also been beset by the rapid development of factories and
modernization of lifestyles. However, the country has taken a firm stand against these modern trends, and has revised its
cultural property protection law with strong hopes of relaying the rural spirit supporting the very foundation of the
country to later generations. As the first case of application of the revised law, the Vietnamese government set out to
preserve the rural ancient village of Duong Lam. At the same time, it requested Japan’s cooperation, to compensate for
Vietnam’s limited experience in the preservation of buildings, and also because Japan has previously demonstrated its
expertise in the preservation of Hoi An Old Town. Japan has agreed to the request and has launched a preservation project
in Duong Lam.
IV. MARKETING PLAN FOR DUONG LAM VILLAGE
1. Sustainable tourism development
- Planning areas for tourism development.
In fact, the planning of Duong Lam ancient village still has many shortcomings. Many modern high-rise buildings grow
among old houses that lead to lose the ancient image of the village. This is also caused by disagreements between the
opinions of local peoples and the leaders in the planning of villages, so it is necessary to invest in people in terms of
awareness as well as money so that they can feel the benefits from the tourist job.
- Attach economic efficiency to environmental protection: construction of public toilets and waste treatment systems. For
the model of ancient village tourism development, the environmental protection is extremely necessary, so that visitors
come here can feel the fresh air, the ancient beauty of Vietnamese villages.
- Preserving the traditional values of ancient villages and developing a number of items that characterize Duong Lam
ancient village to attract more times (creating valuable souvenirs to guide to high-end visitors instead of just selling items

with little value for students).
2. Development of infrastructure and technical facilities for tourism
- Infrastructure and technical facilities are a very basic factor, which plays a decisive role in tourists' choice of tourist
destinations. What visitors first consider when deciding on the destination is the destination's ease, convenience and
safety.
- Currently there is a bus 92, 70 moving from Hanoi to Duong Lam, also a tram service, rental bicycles to move in the
village. However, the distance from the bus point to the rental point is quite far. So the management of Duong Lam tourist
site can design a model vehicle for this move. For example, on the way to the ancient village, there can be horse riding,
buffalo riding ...
3. Developing high quality human resources for Duong Lam tourism
- Train a team of professional guides, understand the cultural and historical values of the village, and especially have to
communicate fluently in English.
- Local sales people also need to know English, so that each citizen is a guide
- Can cooperate with travel agents. At present, there are agents who organize tours to Duong Lam, but are usually free so
local people and authorities do not get much benefit from this tourism development.
4. Encouraging advertising and marketing about ancient villages
- Invest in advertising on the mass media, through social network, for example setting up a fan page on facebook,
encouraging visitors to review their feelings on personal fb to attract their friends.
- Organize more practical activities for visitors to participate in activities with local people. That not only helps visitors
have interesting experiences but they also engage with indigenous people (this is one of the factors that attract tourists
back next time). For example, growing vegetables, raising buffaloes...


- Beside, we can design some interesting activities to attract foreigners come back here again and again. For example,
organizing the cooking “Che Lam” activity which not only encourage tourist to experience and know more about the daily
work of local people but they’re also more interested in “Che Lam” products.
V. DUONG LAM ACIENT VILLAGE PACKAGE TOUR
Price: VND 600,000
Schedule: Hanoi - Duong Lam Ancient Village
Transport: New air-conditioned vehicles

Introducing Duong Lam Ancient Village Tour
Duong Lam Ancient Village is one of the architectural complexes with bold Vietnamese culture, this is the oldest village
in the North with a history of more than a thousand years of development. To enter the ancient village, visitors will pass
through a gate made of wood typical of the northern village with a roof of a curved roof. The village has a closed structure
with a main road, from which radiates to every corner of the village. Surrounding the village is a pond system, creating a
charming landscape, and on hot sunny days, this pond system is the air conditioner that makes the atmosphere in the
village much more pleasant. In the village, there are many old houses built with laterite and ironwood pillars, which make
up ancient looks for Duong Lam.
Coming to Duong Lam, visitors can also enjoy soy sauce - one of the traditional dishes of Vietnamese and ground candy.
The soy sauce in Duong Lam used to store fish or meat will increase the flavour of fleshy and fatty for food.
Time Activities
7h00



Take tourists to visit Duong Lam - a unique ancient Vietnamese village in the cultural space of Đoài where
two famous kings were born in the history of the Vietnamese nation.

9h00



Go to Duong Lam.



Take souvenir photos at the banyan tree and the village gate - one of the most famous traditional Vietnamese
village gates.



Visit Mông Phụ temple over 400 years old, Giang Văn Minh church and one of the number of old houses where you can view and take photos with the old rice mill, buy soybeans, buy Chè Lam and enjoy lunch in
the traditional home made from wood and laterite.

13h30



Visit more ancient houses on the way to visit Mía pagoda - famous pagoda in Đoài



Playing folk games.

15h30



From Mía pagoda, take a car to visit Dinh temple, worship Phung Hung, and Ngo Quyen mausoleum

16h30



Back to Hanoi. End tour.

This tour include:
1. Modern air-conditioned cars are new
2. The main meal according to the program, the norm of VND 120,000 / person / meal.
3. Attractions tickets at the tourist destinations in the program.

4. Travel insurance throughout the route with a maximum compensation of VND 10,000,000 per person.
5. Mineral water and cold towels on the car, 1 bottle, 1 towel / person
6. Tour guides are enthusiastic and explain the route, serve the group according to the program.
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