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

Destination Marketing - Essay ExampleThese DM initiatives in Vietnam have led to bulky improvement of tourist numbers with the number surpassing 5 million this represents a 40% ontogenesis from 2009. However, Vietnam still lags behind other countries within the region for instance, Laos and Philippines which are sm eacher addresss. Vietnam marketers are in addition strong in promoting Vietnam as a cultural destination rather than focusing on other products wish sports and eco-tourism which has gained much attention in the recent years. 1. INTRODUCTION Vietnam is the destination to a lower place focus and the country belongs to the greater Asia-Pacific tourism circuit. This report identifies the destination marketing organizations (DMOs) within Vietnam as well as giving a version of their structure and responsibilities. SWOT analysis is conducted to investigate the markets competitiveness musical composition also giving the challenges and constraints. Lastly, develop a two ye ar 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 helper 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 win 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 marges of structure, this authority is headed by a director General who 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 achieve 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 utilize both human and bodily 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 reception to changing customer tastes or tap into new markets. It is always accompanied by extensive enquiry that interrogates the holistic tourism industry in Vietnam (Ritchie, Crouch 2003). Public relations They carry this out by managing information flow between the government and tourism stakeholders. This is in an effort to maintain a well-off image of Vietnam in order to keep the tourists coming in. Vietnam has had a history of conflicts and human rights violations but these DMOs have tried to market the new face of Vietnam through the internet and