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CHIN LC MARKETING A PHNG NHM THU HT KHCH DU LCH N THNH PH NNG LOCAL MARKETING STRATEGIES FOR ATTRACTING TOURISTS

S TO DANANG CITY Nguyn Th Thng Nht Trng i hc Kinh t, i hc Nng TM TT Nng vi v tr a l thun li l mt li th cho thnh ph trong vic thu ht khch du lch, ng thi m rng giao lu kinh t n cc vng trong nc v nc ngoi, l tin quan trng gp phn pht trin ngnh du lch cng nh cc ngnh kinh t khc. Nng l mt trong ba vng du lch trng im ca c nc, l ni c tim nng du lch phong ph nh bi bin p, c Ng Hnh Sn, bo tng ngh thut iu khc Chmpa, thnh in Hi, ngha trng Khu Trung, khu di tch K20, ngha a Iphanho, bia cha Long Th, nh Hi Chu, khu du lch B N Sui M, bn o Sn Tr Vi u th to ln , Nng cn ch trng n cc th mnh ca mnh xy dng chin lc Marketing a phng nhm thu ht cc khch du lch n Nng. Bi bo ny nhm mc ch xc nh hin trng ca Thnh ph Nng ng thi xut cc chin lc Marketing a phng cng nh cc gii php thc hin chin lc ny. ABSTRACT With a favorable geographical position, Danang City has the advantage of attracting tourists and expanding its economic links with other regions in the country and abroad. It is also an important prerequisite that contributes to the development of tourism as well as other economic sectors. The city is regarded as one of the three key tourist areas of the country, where there are rich potential tourist points such as beautiful beaches, the Marble Mountains, Museum of Champa Sculpture, Dien hai Citadel, Khuetrung Cemetery, Historical Relics of K20, Iphanho Cemetery, Long Thu Pagoda Stele, Haichau Communal House, Bana and Suoimo Resorts, Sontra Peninsula. With such great advantages, Danang City should rely on its strengths to develop local marketing strategies in view of attracting tourists to the city. This paper aims at determining the status of Da Nang and then suggesting local marketing strategies as well as feasible solutions for implementing such strategies. 1. t vn Hot ng Marketing ngy nay c ng dng trong nhiu lnh vc khc nhau, khng ch trong lnh vc thng mi, bo him, du lch, gio dc y t, chnh tr m cn c ng dng trong phm vi mt vng, mt khu vc, mt a phng, mt quc gia. Chnh hot ng Marketing tip th, qung b hnh nh cho cc a phng. Cc nh hoch nh chnh sch u xem rng a phng nh l mt sn phm v cn phi tip th qung b hnh nh v xy dng thng hiu cho a phng. Marketing a phng l cch thc nm vng nhu cu ca khch hng v c nhng gii php ph hp thu ht khch hng v vi a phng. Thnh ph Nng vo trung ca t nc, nm trn trc giao thng Bc Nam v ng b, ng st, ng bin v ng hng khng. Nng l mt trong nhng ca ng quan trng ra bin ca Ty Nguyn, Lo, Campuchia, Thi Lan, Myanma n cc nc vng ng Bc thng qua hnh lang kinh t ng Ty vi im kt thc l cng bin Tin Sa. Vi v tr a l thun li l mt li th cho thnh ph trong vic thu ht khch du lch, ng thi m rng giao lu kinh t n cc vng trong nc v nc ngoi, l tin quan trng gp phn pht trin ngnh du lch cng nh cc ngnh kinh t khc. Nng l mt trong ba vng du lch trng im ca c nc, l ni c tim

nng du lch phong ph. Nng nm gia cc di sn th gii c UNESCO cng nhn nh ng Phong Nha, c Hu, th c Hi An, thnh a M Sn nn c nhiu li th pht trin ngnh du lch. Vi u th to ln , Nng cn ch trng n cc th mnh ca mnh xy dng chin lc Marketing a phng nhm thu ht cc khch du lch n Nng. 2. Marketing a phng Marketing a phng l 1 thut ng ch vic tp hp cc chng trnh hot ng h tr c a phng thc hin nhm ci thin kh nng cnh tranh ca a phng v pht trin kinh t. V th c th thy rng hot ng Marketing a phng l 1 hot ng v cng cn thit trong chin lc pht trin kinh t x hi. i vi cc vng c thc thc hin Marketing lnh th s gip ci thin mt cch ton din cch thc, th tc, nhn thc v vai tr v chc nng ca cc c quan chnh quyn. S thnh cng trong Marketing a phng th hin nhng n lc ca chnh a phng trong cng cuc Marketing, c chin lc v chng trnh Marketing hiu qu nh Hn Quc, Singapore, Hng Kng hay Thi Lan. Trong mi trng cnh tranh lun cng thng, cc a phng ny lun cnh tranh nhau ginh phn thng v mnh, hn na cc a phng ny xy dng cho mnh thng hiu ni ting, ni bt trong thu ht u t, dn c v khch tham quan. Khi ni ti Marketing a phng, ngi ta thng nhc n thng hiu v y chnh l n v c bn Marketing, lc ny c th xem mt a phng hay mt quc gia l mt thng hiu gi l thng hiu a phng. 3. Thc trng hot ng pht trin du lch ti Nng 3.1. nh gi hin trng ca Thnh ph Nng 3.1.1. Nhng yu t hp dn Th nht, Nng c chiu di b bin hn 30km ko di t chn o Hi Vn n Non Nc. Bin Nng khng ch ni ting v v tr chin lc m cn ni ting vi nhiu bi tm p. Bi bin Nng c tp ch Forbes bnh chn l mt trong su bi bin p nht hnh tinh, c ng o du khch trong v ngoi nc bit n nh l mt trong nhng ni tm nng, ngh ngi v th gin l tng nht. y cng chnh l nhng yu t thun li thc y ngnh du lch thnh ph pht trin. Th hai, Nng cn c cc di tch lch s vn ha nh Ng Hnh Sn, bo tng ngh thut iu khc Chmpa, thnh in Hi, ngha trng Khu Trung, khu di tch K20, ngha a Iphanho, bia cha Long Th, nh Hi Chu. y l nhng a danh ni ting ghi du nhng s kin lch s, l nhng chng tch cho qu kh ngoan cng v anh dng ca mnh t ny. Th ba, c s h tng Nng tng i y . B mt ca thnh ph thay i nhanh chng cng vi s pht trin ca h thng c s h tng. Nhng nm gn y, Nng c ghi nhn l mt trong nhng thnh ph c tc pht trin h tng c s nhanh nht c nc. Trn a bn thnh ph c bn loi ng giao thng thng dng l ng hng khng, ng b, ng st, ng bin. Giao thng ng bin thnh ph cng kh thun li. Nng ang pht huy v th cng bin, mt cng nc su kn gi, ni neo u an ton cho tu b khi c ging bo. Nhiu tu du lch vi hng ngn khch du lch cp cng Nng. Bn cnh , h thng cp nc v cp in cho sinh hot cng nh sn xut ang dn c nng cp, xy dng mi phc v ngy cng tt hn cho i sng ca ngi dn cng nh cho hot ng sn xut kinh doanh. Thng tin lin lc pht trin mnh, c hin i ha v tr thnh trung tm ln th ba ca c nc. Th t, cc t im mua sm l ni hp dn du khch tm n trong nhng chuyn i ca mnh. Nng thu ht c cc nh u t nh Metro v Big C c cc trung tm mua sm ln, tp np. Ngoi ra Ch Cn v Ch Hn cng l ni c tim nng thu ht khch ln.

Th nm l cc l hi v s kin c t chc ti Nng. Lin hoan du lch gp g B N c khong hn 5000 lt khch n tham gia. Bn cnh , lin hoan du lch Nng bin gi li nhng du n tt p trong lng du khch v mt thnh ph tr, nng ng nhiu vi nhiu loi hnh du lch hp dn. Ngoi ra, cuc thi bn pho hoa quc t hng nm c t chc ti Nng l mt l hi c o, thu ht ng o qun chng nhn dn v du khch trong v ngoi nc n xem. y cng l mt c hi Nng qung b hnh nh ca mnh trn con ng pht trin kinh t x hi. 3.1.2. Nhn din cc i th cnh tranh Cc a phng trong qu trnh thc hin Marketing cn phi bit mnh ang ng u v i th cnh tranh ca mnh l ai, h ang lm g, h c nh hng g n chin lc ca a phng mnh hay khng. Trong lnh vc thu ht khch du lch, Nng ni ln vi mt thnh ph bin yn lnh, thong ng, bi bin p. y cng l li th ca Nng trong thu ht khch du lch. Cc a phng nh Nha Trang, H Long, Phan Thit, Vng Tu l i th cnh tranh ca Nng trong lnh vc ny. Vi Nha Trang, ngnh du lch pht trin t lu, y c s quy hoch kh ng u vi nhiu im vui chi gii tr ni ting. Nha Trang cng c nhng nt tng ng vi Nng v Nha Trang cng l thnh ph tr, c b bin p. c bit cc dch v Nha Trang kh pht trin cho nn ni y cng thu ht c rt nhiu khch du lch tm n tham quan v gii tr. Ngoi ra, Nha Trang cn c Vnh Nha Trang c cng nhn l mt trong cc vnh p nht th gii. Cng vi nhng u i v v tr, cnh quan, kh hu, Nha Trang c nhiu tim nng pht trin cc loi hnh du lch, c bit l du lch bin. Phan Thit tuy mi pht trin gn y nhng l mt i th cnh tranh ng gm ca Nng trong thu ht khch du lch. Phan Thit l mt thnh ph du lch bin, lng khch du lch n ngy cng ng. Cc tim nng du lch bin ang c tp trung khai thc nh tuyn du lch Phan Thit Hm Tin Hn Rm, vng Long Sn, Sui Nc Mi N. Dc b bin, cc resort cao cp sang trng c xy dng, l im dng chn c la chn ca a s khch du lch khi tm n ni y. C s h tng y cng ang tng bc c hon thin. Vnh H Long c UNESCO hai ln cng nhn l di sn thin nhin th gii. y l mt k quan ni ting, mt thng cnh c sc hp dn k diu, va hng v, va duyn dng, va th mng. V th cnh sc H Long c sc quyn r n m hn i vi du khch. Khch n H Long ch yu l tm bin v tham quan cc o v cc hang ng. Vng Tu ang phn u tr thnh mt trung tm du lch ngh dng v gii tr ln ca c nc. y c cc khu du lch ln thu ht khch du lch. Tuy nhin cc loi hnh dch v du lch, sn phm du lch cha a dng, cht lng dch v cha p ng c nhu cu ca du khch. Bn cnh , thi vn ha, vn minh du lch trong cng ng dn c cn chuyn bin chm nn cn hin tng kinh doanh cht chm du khch vo nhng ngy cao im v l tt. thc ngi dn trong vic gi gn v bo v mi trng cha cao nh hng n uy tn ca ngnh du lch. Tt c nhng im n du lch trn u l nhng i th cnh tranh hin ti ca Thnh ph Nng i vi loi hnh du lch bin. 3.1.3. im mnh, im yu, c hi v nguy c ca du lch Nng im mnh - V tr a l thun li pht trin du lch Nng l ca ng ca c khu vc min Trung Ty Nguyn, nm gia vng k cn ba di sn vn ha th gii nn rt thun tin cho vic giao thng v pht trin ca Nng vi cc a phng trong c nc, khu vc v quc t. V tr chin lc chnh l mt trong nhng im

mnh ln nht ca thnh ph Nng. Nng cn l ca ng pha ng i ra Thi Bnh Dng ca hnh lang kinh t ng Ty xuyn ni vi Nam Lo, ng Bc Thi Lan v ng Bc Campuchia. - Tim nng du lch ca Nng rt ln Nng rt giu ti nguyn pht trin du lch. Cc danh thng ni ting tuyt p nh Ng Hnh Sn Nam Thin danh thng, khu du lch sinh thi B N Sui M, c v nh Lt, Sapa ca Min Trung, bn o Sn Tr l im hn l tng cho du khch, o Hi Vn Thin h nht hng quan, bo tng Chm c sc thu ht du khch mnh m. Hin nay cc loi hnh du lch mi cng c trin khai nh du lch ln bin ngm san h, cu c, m t nc Ngoi ra, Nng vi bi tm p, nc bin xanh bic bn ma, nc m v c sng m nn khch c th tm quanh nm. - Mi trng sng an ton v n nh Trong bi cnh chnh tr x hi phc tp nhiu thnh ph khc trong c nc th Thnh ph Nng c nh gi l c mi trng sng an ton v n nh cao hn nhiu. Tnh cch ngi dn hin ha, trung thc, mn khch cng vi s hp dn ca cnh quan thin nhin ca mt thnh ph du lch to nn mt mi trng sng thoi mi v th gin. Cng tc v sinh mi trng y lun c quan tm. Thnh ph lun hng ti pht trin tr thnh thnh ph xach sch p, xy dng li sng vn minh th, khng c ngi nghin ht, khng c tr em lang thang c nh, n xin, bn hng rong nhng tuyn ng chnh. im yu - Nng cha to c nt ring ca mnh Tim nng ni tri nht ca du lch Nng l du lch bin, nht l sau khi tp ch Forbes ca M bnh chn bi bin Nng l mt trong su bi bin p nht hnh tinh. Tuy nhin, Nng vn cha bit cch khai thc hp l tim nng ny. Vic quy hoch b bin khng hp l ph v cnh quan, gy nhim mi trng. Qu t dc b bin ch yu dnh cho cc cng trnh xy dng, nht l cc khu resort v cc khu ngh mt cao cp lm nh hng ti hot ng du lch bin ca du khch... Thng hiu du lch bin cng cha c ch trng xy dng ng mc du khch c th quan tm n. L hi du lch Nng Bin gi c t chc nhm lm ni bt loi hnh du lch ny nhng vn cn m nht, cha to c du n ring ca Nng trong lng du khch. V th mi khi du khch n Nng thng mt i khng tr li. - Sn phm du lch cn ngho nn Mc d trong nhiu nm qua u t cho c s h tng nhiu nhng Nng cn rt ngho sn phm du lch. Cc sn phm bo tng Chm, Ng Hnh Sn, o Hi Vn, khu du lch B N vn cha sc gi chn khch. m thc cng ch c m qung, b ti Cu Mng, bnh trng cun tht heo rt ngho nn, du khch khng thy ci mi n ln th hai. Du lch Nng ang sng da vo sn phm du lch ca cc a phng ln cn nh Qung Nam (Hi An, M Sn), Hu, Qung Tr (Vnh Mc), Qung Bnh (ng Phong Nha), cn sn phm du lch ti a phng cha c u t nghin cu pht trin. y cn cha c cc hot ng dch v v m nh cc khu vui chi gii tr, cc khu thng mi hng ha c trng v c o cho du khch c dp tiu tin. - Ngun nhn lc cho ngnh du lch cn thiu v yu Hin nay trong kinh doanh tip th xc tin du lch, t chc cc s kin du lch Nng cha tht chuyn nghip v nng ng. Cht lng i ng lm du lch cn thp, ch c 0,32% c trnh trn i hc, 37,74% tt nghip i hc, cao ng, s cn li c trnh trung s cp v cha qua o to. Trong tng s hn 300 hng dn vin c ti 1/3 cha c bng i hc. Hng

dn vin thnh to cc th ting him nh Ty Ban Nha, Trung Quc, Thi, Nht rt t. B phn trc tip quan h vi khch nh hng dn vin, l tn, nhn vin bung, nh hng l nhng b phn va thiu va yu. Trong tip cn thc t cng vic, k nng hot ng nhm cha cao, kinh nghim v t chc s kin v qun l cc b phn phc v trong khch sn, khu ngh mt cao cp cn hn ch. Ngoi ra, kh nng ngoi ng ca i ng lao ng cn hn ch, nh hng rt ln n vic thu ht khch du lch nc ngoi. Hin nay cc hc vin hc ngh thng tp trung ng vo cc lp hng dn vin, l tn trong khi v tr ny ch chim 7 10% nhn lc kinh doanh du lch, trong khi lc lng phc v bung, phc v nh hng, u bp chim n 10 - 15% ngun nhn lc lm du lch nhng s ngi theo hc rt t. Vic o to ngun nhn lc cho du lch thnh ph Nng ni ring, Min Trung ni chung cn rt nhiu nan gii. b p cho s thiu ht nhn lc, khng t doanh nghip du lch phi chn gii php t o to. - Cng tc xc tin du lch cha c u t ng mc, hnh thc qung b cha phong ph, thiu tnh chuyn nghip. C hi - Xu th hi nhp quc t em n nhiu c hi pht trin cho du lch c nc ni chung v thnh ph Nng ni ring. Lng khch du lch quc t n Vit Nam v Nng ngy cng tng mnh - Vic gia nhp vo t chc WTO em n cho Vit Nam ni chung v Nng ni ring nhiu c hi tip cn vi nhng th trng tim nng thu ht khch du lch, ng thi cn l yu t thun li thu ht cc nh u t vo lnh vc du lch. - Cc d n u t xy dng sn gn, tuyn cp treo c Guiness cng nhn, cc khu du lch cao cp ven bin l nhng c hi to ln ca Nng trong pht trin du lch. - Cc chng trnh o to nng cao cht lng ngun nhn lc du lch p ng nhu cu hi nhp v pht trin ca thnh ph - Chnh tr n nh trong thi gian di e da - Hi nhp to nguy c ph hoi mi trng v cnh quan, mi trng bin ang trong tnh trng bo ng , th hin s km ci trong cng tc qun l quy hoch v nh hng pht trin ca cp v m. - Do nm v tr c bit nn Min Trung ni chung, Nng ni ring thng gnh chu nhiu thin tai lm nh hng ln n s pht trin chung ca ton ngnh. 2. Thc trng thu ht khch du lch n thnh ph Nng 7 thng u nm 2010, tng s khch tham quan du lch n Nng t 1.076.481 lt, tng 34,3% so vi cng k 2009. Trong , khch quc t t 242.047 lt, tng 23,6% so vi cng k 2009, khch ni a t 834.434 lt, tng 38% so vi cng k 2009. Tng doanh thu chuyn ngnh du lch t 572,8 t ng, tng 66% so vi cng k 2009. Thu nhp x hi t du lch t 1.677,52 t ng. t c kt qu ng mng trn, ngoi th mnh l nhng danh lam thng cnh ni ting cng vi dch v a dng th lng khch n Nng gia tng l nh vo s quyt tm, n lc ca cc cp chnh quyn v cc n v kinh doanh du lch. Trong nhng nm ti, Nng s l im n khng ch thu ht s quan tm ca du khch ni a m cn l im n c ch ca c khch quc t. 4. Chin lc Marketing a phng nhm thu ht khch du lch n thnh ph Nng 4.1. Tm nhn v mc tiu 4.1.1. Tm nhn Nng

Nng c xc nh l mt trong nhng trung tm kinh t, vn ha, khoa hc v cng ngh ca Min Trung v ca c nc. L thnh ph ng vai tr ht nhn tng trng, to ng lc thc y pht trin cho c khu vc Min Trung - Ty Nguyn. V vy tm nhn ca thnh ph trong thi gian ti l xy dng Nng tr thnh mt trong nhng th ln trong c nc c c cu kinh t hin i, thn thin vi mi trng, bo m s pht trin bn vng ng thi l ht nhn gn kt vi cc a phng trong khu vc cng pht trin. Tp trung pht trin du lch mt cch ng b tr thnh mt trung tm du lch ln ca c nc. 4.1.2. Mc tiu Du lch Nng ang c nhng bc i r nt v ang dn tr thnh mt th mnh ring ca Nng. Bn cnh thnh ph Nng cng c bit ch trng xy dng cc sn phm vn ha c th, trin khai cc sn phm du lch, xy dng mi trng du lch bn vng. Mc tiu Nng hng n l u tin pht trin du lch bin l hng ch yu, ng thi pht trin du lch vn ha lch s, du lch sinh thi, du lch cng v theo hng xy dng sn phm vn ha c th c sc mnh cnh tranh cao trong nc v khu vc. n nm 2020, Nng n khong 5 triu lt khch du lch vi tc tng bnh qun hng nm l 13,05%, trong khch quc t t 1,12 triu lt, tng gp 3,2 ln so vi nm 2008. Nh vy ngnh du lch s t gi tr tng thm trn 6 nghn t ng, t 4,1% GDP v 7,37% trong c cu khu vc dch v ca thnh ph, c tc tng trng bnh qun khong 20%/nm. 4.2. Thit k chin lc tip th cho thnh ph Nng 4.2.1 Chin lc Marketing hnh tng a phng Hnh tng a phng l tng hp nhng nim tin, tng v n tng m ngi ta c v mt a phng. Hnh tng tiu biu cho s n gin ha phn ln nhng lin h v cc mu thng tin gn lin vi mt a phng. y l bc u tin trong vic tuyn truyn cho cc i tng mc tiu l khch du lch v hnh nh ca thnh ph nh l mt ni l tng du lch, ngh ngi v chim ngng cc danh lam thng cnh. to c n tng ca mi ngi v a phng, cn xy dng hnh tng a phng tht hp dn v c o. Khi gii thiu v hnh nh thnh ph, chng ta c th s dng khu hiu Nng thnh ph c ng cp quc t. 4.2.2. Chin lc Marketing cc c trng ca a phng y l nhng im ni bt ca a phng c gi tr thu ht khch cao. Cc im ni bt ny c th do thin nhin u i, lch s li hay do a phng xy dng nn. Thnh ph Nng vi b bin di, bi bin p, nc trong xanh, hp dn du khch gn xa. Hn na, h thng cp treo B N c cng nhn k lc th gii, l k lc tuyn cp treo mt dy di nht (5.042,62 m) v k lc tuyn cp treo c cao chnh gia ga trn v ga di ln nht (1.291,81 m, dc trung bnh gn 30o). Ngoi ra, Ng Hnh Sn huyn thoi vi b dy lch s, mt biu tng ca thnh ph ang chim c cm tnh ca du khch. 4.2.3. Chin lc Marketing c s h tng H thng giao thng thun tin Nng l mt trong nhng yu t ln thu ht khch du lch. Khng ging nh cc thnh ph ln hai u t nc, Nng khng c tnh trng kt xe l mt yu t v cng hp dn ca Nng. H thng tu in ngm s c trin khai xy dng vo qu I/2011 s gii quyt tt vic i li ca ngi dn v khch du lch. Ngoi ra, h thng cp in v cp thot nc c ch trng u t. H thng thng tin lin lc c ngnh Bu chnh vin thng thc hin hon thnh v i vo hot ng. Khu gii tr c bit (casino) dnh cho ngi nc ngoi v sn Golf ti Ha Ninh ang c trin khai. Sp ti, mt khu vui chi gii tr honh trng khng

km Vinpearl Land Bi Bc Sn Tr s c u t xy dng. Tt c nhng yu t ny lm cho Nng hon thin hn, p ng tt nht nhng nhu cu ca khch hng. V th, thnh ph cn c chin lc bo v, ci to, nng cp c s h tng ng thi qung b v h thng c s h tng ca mnh. 4.2.4. Chin lc Marketing con ngi Con ngi Nng c bn tnh cht phc, ngay thng, sng n gin, thn thin, yu s chn tht v kin quyt trong hnh ng chng li nhng iu c, nhng iu xu. Ngi Nng ha ng, thn thin, hiu khch l mt yu t hp dn ca a phng ny. Vic nng cao thc ngi dn v thi v cch ng x c vn ha i vi cc khch du lch l mt hot ng cn tng cng thc hin hin nay. 4.3. Cc gii php thu ht khch du lch Th nht, cn nng cao cht lng ngun nhn lc du lch. thc hin tt hot ng Marketing a phng cn phi ht sc coi trng n lc lng phc v trong du lch bi chnh nhng ngi ny s c mt s tc ng mnh m ti du khch. Trc mt, cn r sot v nh gi li lc lng lao ng trong doanh nghip, t xy dng k hoch o to hp l. c bit to iu kin thun li cho cc trng cao ng ngh, cao ng cng ng hot ng t c th d dng thu ht cc hc sinh tt nghip ph thng theo hc ngh, gip cho h c mt tay ngh k thut vng chc, gp phn vo s nghip pht trin du lch ca thnh ph. Hn na cn y mnh s pht trin ca cc trng i hc trong vng, cung cp mt lc lng cn b tr, trnh , p ng nhu cu lao ng ca x hi ni chung v ca ngnh du lch ni ring. Bn cnh , cn c chnh sch tuyn dng lao ng ng n, b tr v phn cng lao ng ph hp vi trnh v nng lc ca tng ngi. Ci thin iu kin lao ng v nng cao cht lng mi trng lm vic trong doanh nghip du lch, c ch u i khen thng v k lut ph hp Th hai, a dng ha sn phm du lch Da trn ngun ti nguyn phong ph, a dng c th pht trin cc loi hnh du lch c trng c sc hp dn du khch nh ngh dng bin, ln bin, cu c, leo ni, ngm san h. Bn cnh cn ch trng n cc t im vui chi gii tr gi chn khch nh casino, v trng hin i, khch sn y tin nghi. Hn na, cc loi hnh du lch v m c kh nng lm tng thi gian lu tr v tng chi tiu du lch ca khch nh khu ph mua sm, m thc, cc t im ca nhc Ngoi ra cn ch trng khai thc ni lc vn ha truyn thng to ra nhng sn phm du lch c sc trng tn nh t chc cc l hi dn gian, ma, vn ha m thc, din tung gia tng thm sc hp dn cho thnh ph Nng. Th ba, r sot li quy hoch Nng hin nay ch yu khai thc yu t thin nhin m cha c mt quy hoch tng xng vi nhng g mnh c. V th cn r sot li quy hoch thnh ph Nng trong tng lai s tr thnh thnh ph mi trng, thnh ph du lch. Th t, tng cng qung b du lch hnh nh Nng tr nn quen thuc vi mi ngi cn ch n hot ng qung b du lch. Qung b Nng bng cch thu mt cng ty PR chuyn nghip ca nc ngoi t chc cc s kin ln nhm PR cho thnh ph Nng. Bn cnh cn hon thin khu cung cp thng tin du lch qua website, email, lin kt vi cc web ni ting nh Google, MSN, Infoseek du khch nc ngoi d tm kim. Mt cng c na cng c tc dng qung b rt ln l lm mt b phim truyn hnh tht hay vi bi cnh chnh l thnh ph Nng s lm cho cc du khch bit n Nng nhiu hn, lm cho h mun n y c chim ngng nhng cnh p c nhn thy cng nh nh li nhng cu chuyn cm ng, nhng s

kin din ra trong phim. Ngoi ra, t chc cc on famtrip vi i tng tham gia l i din cho cc hng l hnh, cc ngh s, ngi sao ni ting n Nng, t s thu ht c cc du khch n Nng thng qua cc ngun thng tin ng tin cy ny. Th nm, nng cao thc ngi dn Cng ng a phng c mt vai tr rt ln trong s pht trin du lch, cc hot ng du lch u c s tham gia ca cng ng a phng. V th, nng cao kh nng thu ht khch cn tc ng n thc ca cng ng h thc s tr thnh nhng ngi bo v cc i tng du lch. ng thi, vic tuyn truyn, vn ng ton dn c thc gi gn, bo v mi trng sng, bo v mi trng du lch c ngha quan trng trong pht trin du lch bn vng. Bn cnh , cn lm cho ngi dn thy c cch thc ng x c vn ha vi khch du lch, thn thin, ha ng l mt yu t quan trng trong thu ht khch n a phng. Th su, thc hin cng tc lin kt pht trin du lch Trong qu trnh cnh tranh gay gt nh hin nay th lin kt hp tc trong pht trin du lch cng nhau pht trin li tr nn cn thit hn bao gi ht. Hot ng lin kt gia Nng, Qung Nam v Hu cn c trin khai thc hin ng b. Ba a phng ny cn phi xy dng mt trang web chung, cng a ra tp gp, p phch, sch hng dn du lch cng nh c trung tm xc tin du lch do ba a phng cng lp ra qung b, gii thiu hnh nh v cc im n c ba a phng. Cc a phng cng phi hp nhau t chc cc s kin ln nh Festival Hu, Hnh trnh di sn Qung Nam, ph m Hi An, lin hoan vn ha du lch Nng. Chnh hot ng lin kt khai thc c cc nt c trng cng nh pht huy c cc th mnh v du lch ca cc tnh pht trin du lch ca khu vc. 5. Kt lun Thnh ph Nng l ni c nhiu tim nng v li th pht trin du lch. V th pht trin hp l ngun ti nguyn v gi ny cn c mt chin lc Marketing a phng ng n thu ht khch du lch n Nng. thc hin tt chin lc ny cn c mt s phi hp ng b gia cc cp chnh quyn a phng, s ng thun ca ngi dn ni y tr thnh mt im n c sc hp dn vi du khch trong v ngoi nc, ng thi cn Nng tr thnh mt thnh ph c ng cp quc t trong tng lai. TI LIU THAM KHO [1] MBA Nguyn Vn Dung (2009), Chin lc v chin thut qung b Marketing Du lch, Nh xut bn Giao thng vn ti [2] Martin Roll (2009), Chin lc Thng hiu Chu , Nh xut bn Lao ng X hi [3] Philip Kotler v ctg (2004), Marketing cc a phng Chu , Thnh ph H Ch Minh [4] Tng cc Du lch vit Nam (2000), Non nc Vit Nam, H Ni