Destination Marketing Essay Example | Topics and Well Written Essays - 3500 words

Destination Marketing - Essay ExampleThese DM initiatives in Vietnam have led to considerable changement of tourist numbers with the number surpassing 5 million this represents a 40% increase from 2009. However, Vietnam still lags croup other countries at bottom the region for instance, Laos and Philippines which are smaller destinations. Vietnam marketers are also concentrated in promoting Vietnam as a cultural destination rather than cogitate on other products like sports and eco-tourism which has gained much attention in the recent years. 1. INTRODUCTION Vietnam is the destination under focus and the country belongs to the greater Asia-Pacific tourism circuit. This composing identifies the destination marketing shapings (DMOs) within Vietnam as well as giving a version of their structure and responsibilities. SWOT analysis is conducted to investigate the markets competitiveness while also giving the challenges and constraints. Lastly, develop a two year marketing plan aimed at keeping the destination competitive in a rapidly changing market place. We use the Vietnam National Administration of Tourisms website to find information about their operations including their overall objectives, promotional activities it also gives their structure and partner organizations in both private and public sector. This report analyses key destination markets while also gauging Vietnams competitiveness within the region this assists in understanding trends of development in tourism industry while at the same time investigating threats and areas of opportunities that can be explored to improve performance in the succeeding 2 years. 2. BACKGROUND INFORMATION ABOUT THE DMO The major DMO is the Vietnam National Administration of Tourism (VNAT) which is an institution under The Ministry of Culture, Sports and Tourism that is tasked with marketing key Vietnamese attractions (Kozak, Gnoth & Andreu 2009). In terms of structure, this authority is headed by a Director General w ho coordinates functions falling under the following departments travel, hotel, finance, international cooperation, personnel organization andtourism marketing departments (Schweyer, Pi?amme?tta?wat 2011). The following are the activities that VNAT is involved in Planning This is a management function that indicates the process of formulating and organising all the activities needed to compass desired ends. In the DMOs, planning determines how, when and who is going to carry out specific tasks within the tourism industry to promote brand Vietnam. DMOs plan on how to employ both human and physical resources including finances and other government incentives to encourage growth and competitiveness. Business development This is a long term process that the DMOs undertake in order to introduce new products as a response to changing customer tastes or tap into new markets. It is always accompanied by extensive research that interrogates the holistic tourism industry in Vietnam (Ritchi e, Crouch 2003). Public relations They carry this out by managing information string up between the government and tourism stakeholders. This is in an effort to maintain a favourable image of Vietnam in order to keep the tourists coming in. Vietnam has had a explanation of conflicts and human rights violations but these DMOs have tried to market the new face of Vietnam through the internet and