I HC NGOI THNG

KHOA: L LUN CHNH TR

TIU LUN MARKETING CN BN

Tc ng ca s tha mn ti d nh du lch ca khch
quc t n Vit Nam

Lp tn ch

: MKT301(2-1516).2_LT

Ging vin hng dn

: Th.s Trn Hi Ly

H Ni, thng 2 nm 2016

1

DANH SCH NHM 4

STT
1
2
3
4
5
6
7
8
9
10
11
12

H v tn
Trng Thu Hoi
Phng Minh Hoi
Nguyn Th Hu
Lu Ch Hng
T Lan Hng
Chu Th Qunh Hng
B Thu Hng
Dng Thu Hng
Bi Th Nht Huyn
Nguyn Th Huyn
L H Khnh Huyn
H Th M Huyn

MSSV
1411110251
1411110253
1411110264
1411110266
1411110283
1411110280
1411110271
1411110289
1314610025
1411110298
1411110296
1411110304

MC LC

LI M U......................................................................................................5
1.

Tng quan l thuyt v s tha mn v d nh du lch........................6

1.1. Khi nim v phng php o lng s tha mn ca khch hng..................6

1.1.1. Khi nim....................................................................................................6
2

1.1.2. Phng php o lng s tho mn khch hng........................................7

1.2. Khi nim v phng php o lng d nh du lch.....................................10
1.2.1. Khi nim d nh du lch.....................................................................10
1.2.2. o lng d nh du lch..........................................................................11
1.3. Tc ng ca s tha mn ca du khch ti d nh du lch..........................13
2.

Tnh trng thc t v s tha mn vi d nh du lch Vit Nam....16

2.1. Gii thiu chung v du lch Vit Nam.............................................................16

2.1.1. Tnh hnh pht trin ngnh du lch Vit Nam trong nhng nm gn y.16
2.1.2. Nhng hn ch ca du lch Vit Nam........................................................17
2.2. Thc trng s tha mn v d nh du lch Vit Nam..................................18
2.2.1. Kt qu iu tra ca Tng cc Du lch......................................................18
2.2.2. Kt qu kho st d n EU (Chng trnh pht trin nng lc lch c trch
nhim vi mi trng v x hi) nm 2014..........................................................19
2.2.3. iu tra s tha mn ca du khch H Ni............................................21
2.2.4. So snh du lch Vit Nam..........................................................................23
2.3. nh gi...........................................................................................................24
2.3.1. u im ca du lch Vit Nam..................................................................24
2.3.2. Nhc im ca du lch Vit Nam............................................................26
2.3.3. C hi........................................................................................................27
2.3.4. Nguy c.....................................................................................................28
3.

Gii php nng cao s tha mn ca du khch nhm thu ht khch du

lch n Vit Nam..............................................................................................28

3.1. Sn phm du lch (Product).............................................................................28
3.2. Gi (Price)........................................................................................................29
3

3.3. Phn phi (Place/Distribution)........................................................................30

3.4. Xc tin (Promotion).......................................................................................30
4.

Du lch Vit Nam di con mt ca mt marketer...............................31

DANH MC TI LIU THAM KHO.........................................................38

LI M U
Du lch Vit Nam trong nhng nm tr li y ngy cng c nh gi cao
trn trng quc t. Theo Tng cc du lch Vit Nam, nm 2014 ngnh du lch Vit
Nam thu ht gn 8 triu lt khch quc t, 32-35 triu khch ni a, con s d kin
nm 2020 l 11-12 triu khch quc t; 45-48 triu khch ni a. Doanh thu t du
lch d kin s t 18-19 t USD nm 2020.
Tuy nhin, thng k cng cho thy i vi khch nc ngoi, c 90% n Vit
Nam ln u tin, lng khch quay li ch chim khong 6%. Ngay c vi khch ni
a, c 39% n thm cc im du lch ln u, 24% n ln th hai v ch c 13%
n ln th ba.
Theo nh gi mc hi lng i vi mt s a im du lch Vit Nam, a
s du khch hi lng vi cnh p thin nhin v vn ha nhng li khng hi lng
hoc rt khng hi lng vi cc dch v chm sc, c s vt cht cng nh gi c
nhng ni .
Nhng ngi lm marketing lun nh gi cao s hi lng tha mn ca khch
hng, ly iu lm c s pht trin sn phm v dch v ca mnh. Vy s tha
mn c nh hng nh th no ti hnh vi ca khch du lch?
Vi mong mun tm cu tr li cho cu hi trn, nhm 4 quyt nh lm bi
nghin cu v s tc ng ca s tha mn ti d nh du lch ca du khch ti Vit
Nam.
Nhm 4 mun cm n cc nhm 1, 2, 3 c nhng bi nghin cu y v
r rng nhm 4 c nhng c s thng tin cn thit hon thnh bi nghin cu ny.
V kin thc chuyn mn cha su cng nh lng thi gian c hn, bi nghin
cu ca nhm chc chn vn cn nhiu thiu st. Vy nn, chng em mong s nhn
c nhng nh gi, nhn xt t pha ging vin hng dn l c Trn Hi Ly v cc
bn trong lp.
5

1. Tng quan l thuyt v s tha mn v d nh du lch

1.1.
Khi nim v phng php o lng s tha mn ca khch
hng
1.1.1. Khi nim
Theo Philip Kotler, s tha mn- hay s hi lng ca khch hng (customer
satisfaction) l mc ca trng thi cm gic ca mt ngi bt ngun t vic so
snh kt qu thu c t vic tiu dng sn phm/dch v vi nhng k vng ca anh
ta. Mc hi lng ph thuc s khc bit gia kt qu nhn c v k vng, nu
kt qu thc t thp hn k vng th khch hng khng hi lng, nu kt qu thc t
tng xng vi k vng th khch hng s hi lng, nu kt qu thc t cao hn k
vng th khch hng rt hi lng.
S tha mn ca khch hng l trng thi khi h cm nhn v cht lng dch
v so vi s k vng (Kurt v Clow, 1998), ni cch khc s hi lng c o lng
bng khong cch gia cht lng cm nhn v cht lng k vng. Hay s tha mn
c o lng bng kh nng p ng s mong mun ca khch hng khi s dng
hng ha, dch v (Oliver 1997).
Nh vy c th thy rng c nhiu khi nim khc nhau v s tha mn nhng
tm li th l mc chnh lch gia s cm nhn v k vng ca khch hng khi s
dng hng ha v dch v.
Theo kt qu nghin cu th 91% khch hng khng tha mn giao dch hin
ti s khng bao gi quay tr li mua tip bt c mt sn phm/dch v no khc ca
bn. Khng nhng th, nghin cu cn cho thy th c mt khch hng khng tha
mn c kh nng nh hng xu n 250 khch hng tim nng ca bn ch vi vic
truyn ming cm nhn ca h i vi sn phm/dch v ca bn. iu s khin
bn nh mt i mt lng khch hng ln trong tng lai v t doanh nghip ca
mnh vo b vc ca ph sn. Chnh v vy m vic o lng s tha mn ca khch
hng l mt cng vic v cng quan trng. N c th gip bn gim s lng khch
hng khng tha mn xung v m ra mt hng i tt p hn.
6

o lng s tha mn ca khch hng l g?

o lng s tha mn ca khch hng l qu trnh thu thp nhng thng tin
gi tr v tin cy v s nh gi, cm nhn ca khch hng i vi hot ng ca t
chc, doanh nghip theo cc nguyn tc c xc nh c th nh gi, so snh
v phn tch chng.
1.1.2. Phng php o lng s tho mn khch hng

o lng trc tip nhm khch hng trng im: Phng php ny c thc
hin thng qua phng vn, hp nhm khch hng trng im ca t chc.

Phiu gp
Phiu iu tra qua th
iu tra qua in thoi
iu tra trc tip : L hnh thc iu tra trc tip khch hng, hnh thc ny
i hi phi chun b cc cu hi c sn, ch yu l hnh thc ghi li kin ca
khch hng l chnh.

iu tra qua mail: Hnh thc ny tng t hnh thc iu tra qua th nhng
c gi cho khch qua email.
iu tra thng xuyn
So snh cc phng php o lng:
Nhm khch

hng

hng trng tm

Chi ph

Trung bnh

Thp

Trung bnh

Cao

Cao

Trung bnh

Cao

Thp

Thp

Cao

S tin li cho
khch hng

Phiu gp

Phiu iu

iu tra

Cc yu t nh

tra

Trung
bnh

qua in
thoi

Trung bnh

iu tra
trc tip

Cao
Trung
bnh

Kh nng khuyn
khch khch hng
tham gia

Cao

iu tra
thng
xuyn

Trung bnh
Trung bnh
Theo tng
loi

iu tra
qua mail

Khng
xc nh
Cao

Thp

i hi khch
hng phi ch

Khng

Kn v m

C/khng

Rt cao

Hn ch

Khng

Khng

Khng

Kn v m

Kn v m

ng
Cc dng cu hi
C hi xc nhn
v hi ti sao
Kh nng tr li

Trung bnh

nhanh

Khng

Hu ht l
kn
Hn ch
Trung
bnh

Trung bnh
n cao
C

Cao
Trung
bnh

Theo tng
loi
Hu ht l
kn

C 2 dng

Hn ch

Hn ch

Trung bnh

Cao

Trung bnh

Thp

Trung
T l tr li

Cao

Thp

bnh n

Cao

Cao

cao
Kh nng tng
hp kt qu

Trung
Thp

Thp

Cao

Cao

bnh n

Thp

cao

Trong vic o lng s tha mn ca khch hng th c 6 ch s quan trng sau

cn theo di nh gi c s tha mn ca khch hng v c nhng iu chnh
ph hp nhm gi chn khch hng trong tng lai, mang li s thnh cng trong qu
trnh kinh doanh.
1. K vng v cm nhn thc t ca khch hng
Hy hi khch hng rng sn phm/dch v ca bn c p ng c k vng
ca h hay khng?
Ngi tr li nn c hi theo kiu ng hay khng ng vi mi kin
s dng 5 thang im t rt khng ng n rt ng .
2. Kh nng gii thiu sn phm/dch v cho bn b, ngi thn
Hy hi khch hng: Bn c sn sng gii thiu sn phm/dch v ca chng
ti cho ngi thn, bn b ca bn khi h c nhu cu s dng khng?
y l mt cu hi truyn thng c s dng trong nhiu thp k qua v l
mt cu hi c s dng trong cc cuc iu tra khch hng nhiu doanh nghip.
Vi cu hi ny, bn c th c c rt nhiu li ch: mt l nh gi c cm nhn
ca khch hng bi nu h mong mun gii thiu sn phm/dch v ca bn n vi

ngi thn, bn b th c ngha l h rt tin tng v hi lng vi bn; hai l c th

gi nhc khch hng v vic gii thiu cho ngi khc nu nh h cm thy hi lng.
3. Tri nghim thc t v tri nghim l tng ca khch hng
Hy hi khch hng: Lm th no sn phm/dch v ca chng ti c th so
snh c vi s l tng ca bn?
S dng cu hi ny hiu xem sn phm/dch v ca bn c p ng c
nhu cu v mong mun ca khch hng hay khng.
4. S hi lng tng th
Hy hi khch hng ca bn: Nhn chung, bn cm thy nh th no v cng ty
ca chng ti
Cu hi ny phn nh tng th s hi lng ca khch hng vi sn phm/dch
v ca bn. y c th l mt cu hi m v bn nn cp n cht lng, tin
cy v mc hon thnh trch nhim vi khch hng. Theo Scott Smith th y l 3
yu t tuyt vi nht dng nh gi s hi lng ca khch hng.
5. S hi lng da trn cm tnh v nhn thc
Hy hi khch hng ca bn: SLAs (cc tha thun cp dch v) ca chng
ti quan trng nh th no trong quyt nh la chn ca bn?
Cm tnh v nhn thc l nhng yu t nh hng n vic thch hay khng
thch mt ci g . iu th hin r nht trong bi cnh li ch dch v, chng hn
nh thi gian p ng, S hi lng ca khch hng b nh hng bi cht lng
ca cc li ch ny. Nhn thc cp n s phn xt: Sn phm hu ch hay khng?
N c ph hp vi nhu cu s dng ca khch hng hay khng?.
6. Kh nng quay tr li ln sau
Hy hi khch hng: Bn c nh gia hn hp ng khi n kt thc hoc quay
tr li mua sn phm trong nhng ln sau khng?
S hi lng ca khch hng nh hng n vic h c mun tip tc giao dch
vi bn trong thi gian sau , hoc mua nhiu sn phm hn t doanh nghip ca

bn. Bng cch hi trc tip v thng thn, bn c th nh gi c s hi lng ca

khch hng thng qua vic xem liu h s tip tc kinh doanh vi bn hay l khng?
1.2. Khi nim v phng php o lng d nh du lch
1.2.1. Khi nim d nh du lch
+ D nh l nhng k hoch, kh nng mt ngi t ra v s thc hin, nu
khng c g thay i.
+ Du lch: Theo Lut Du lch Vit Nam (c Quc hi thng qua ti k hp
th 7, Kha XI nm 2005) nu khi nim v du lch nh sau: Du lch l cc hot
ng c lin quan n chuyn i ca con ngi ngoi ni c tr thng xuyn ca
mnh, nhm p ng nhu cu tham quan, tm hiu, gii tr, ngh dng trong mt
khong thi gian nht nh.
Nh vy, c th hiu d nh du lch l k hoch, tng ca con ngi v
chuyn i ca mnh bao gm: a im, thi gian, hnh thc, cc hot ng din ra,
nhm tha mn mt nhu cu nht nh ca con ngi.
i vi ch s hu, kinh doanh cc dch v du lch, lm th no hiu y
v hnh vi mua ca khch du lch v d on nh mua trong tng lai ca h l
mt nhim v quan trng v n nh hng trc tip ti kt qu kinh doanh ca h.
Tuy nhin, n l mt cng vic phc tp v kh khn do thc t rng, mong mun v
nhu cu ca khch du lch thay i v thay i lin tc theo cc hng khc nhau.
Theo Ajzen v Driver (1992) ch ra, c mt k thut tin on tt hn v gii
thch hnh vi ca ngi tiu dng c th hu ch trong vic tm hiu hnh vi ca h,
chnh l d on d nh tiu dng ca khch hng. Cc nh kinh doanh dch v
du lch c th thng qua cc kt qu o lng d nh du lch ca khch hng ra
cc mc tiu v phng hng thc y doanh s.
Theo Ajzen (1991), cc d nh c gi nh nm bt cc yu t ng lc
nh hng n hnh vi, chng cho bit con ngi c gng nh th no sn sng
th v n lc nhiu nh th no thc hin hnh vi. V ng nhn mnh thm
rng khi con ngi c d nh hnh vi mnh m hn, h s c khuynh hng thc
10

hin hnh vi cao hn (Ajzen, 1991). D nh (intention) l i din ca mt nhn

thc v s sn sng thc hin mt hnh vi, n c xem nh tin ng trc hnh
vi. Samin, Goodarz, Muhammad, Firoozeh, Mahsa v Sanaz (2012) cho rng d nh
l ng lc ca con ngi trong chnh ngh thc hin hnh vi ca h. Long v
Ching (2010) nh ngha d nh mua l biu trng cho nhng g chng ti s mua
trong tng lai. Mt trong nhng nghin cu ca Blackwell, Miniard, v Engel
(2001) khm ph rng d nh mua hng i din cho nhng g ngi tiu dng s
mua. Vy, lm th no o lng d nh du lch ?
1.2.2. o lng d nh du lch
Theo thuyt hnh v d nh (TPB), gi nh rng mt hnh vi c th c d
bo hoc gii thch thng qua cc xu hng hnh vi thc hin hnh vi . Cc xu
hng hnh vi c gi s bao gm cc nhn t ng c m nh hng n hnh vi,
v c nh ngha nh l mc n lc m mi ngi c gng thc hin hnh vi
(Ajzen, 1991).
o lng d nh, ta coi xu hng hnh vi li l mt hm ca ba nhn t:
thi (attitudes), chun ch quan (subjective norms), kim sot hnh vi cm
nhn ( perceived behavioral control).
Thi
Chun ch
quan

Xu hng
hnh vi

Hnh vi thc
s

Kim sot
hnh vi cm
nhn
M hnh d on hnh vi ngi tiu dng (Ajzen, 1991)
Nh vy, o lng d nh du lch ca con ngi, ta c th da vo 3 yu t:
thi , chun ch quan v kim sot hnh vi cm nhn.
a, Thi
11

Thi (Attitudes) m t nhng nh gi tch cc hay tiu cc da trn nhn

thc, nhng cm xc v nhng xu hng hnh ng ca mt ngi v mt i tng
hoc mt tng no . Ngi ta u c thi v hu ht mi th : tn gio, chnh
tr, qun o, thc n,... Thi dn ngi ta n quyt nh a hay ght mt i
tng, hng n hay ri xa n. Thi ca mt ngi c hnh thnh theo mt
khun mu thng nht, do lm cho ngi ta x s kh nht qun i vi nhng s
vt tng t v rt kh thay i. Mun thay i mt thi no c th phi thay
i lun c nhng thi khc na.
y, thi c o lng bng nhn thc v cc thuc tnh ca sn phm.
Ngi tiu dng s ch n nhng thuc tnh mang li cc ch li cn thit v c
mc quan trng khc nhau. Nu bit trng s ca cc thuc tnh th c th d
on gn kt qu la chn ca ngi tiu dng.
Thi ca mt ngi khch du lch i vi sn phm du lch c hnh thnh
thng qua cc con ng:
- Truyn ming
- Tm hiu thng tin qua cc phng tin
- Thc t tri nghim v cm nhn
b, Chun ch quan:
Yu t chun ch quan c th c o lng thng qua nhng ngi c lin
quan n ngi tiu dng (nh gia nh, bn b, ng nghip,): nhng ngi ny
thch hay khng thch h mua.
Mc tc ng ca yu t chun ch quan n xu hng mua ca ngi
tiu dng ph thuc:
(1) Mc ng h/phn i i vi vic mua ca ngi tiu dng
(2) ng c ca ngi tiu dng lm theo mong mun ca nhng ngi c
nh hng. Mc nh hng ca nhng ngi c lin quan n xu hng hnh vi
ca ngi tiu dng v ng c thc y ngi tiu dng lm theo nhng ngi c
lin quan l hai yu t c bn nh gi chun ch quan. Mc thn thit ca
12

nhng ngi c lin quan cng mnh i vi ngi tiu dng th s nh hng cng
ln ti quyt nh chn mua ca h. Nim tin ca ngi tiu dng vo nhng ngi
c lin quan cng ln th xu hng chn mua ca h cng b nh hng cng ln.
nh mua ca ngi tiu dng s b tc ng bi nhng ngi ny vi nhng mc
nh hng mnh yu khc nhau.
Khi d nh du lch, con ngi s quyt nh da trn s thch, mong mun
ca cc thnh vin cng i. Trong trng hp ny, mt gia nh c th la chn a
im du lch da vo mong mun ca con ci, s thch ca ngi m,
c, Kim sot hnh vi cm nhn:
Thnh phn kim sot hnh vi cm nhn phn nh vic d dng hay kh
khn khi thc hin hnh vi; iu ny ph thuc vo s sn c ca cc ngun lc v
cc c hi thc hin hnh vi. Nhn t kim sot hnh vi tc ng trc tip n xu
hng thc hin hnh vi, v nu ng s chnh xc trong cm nhn v mc kim
sot ca mnh, th kim sot hnh vi cn d bo c hnh vi.
Nh vy, vic con ngi quyt nh la chn phng n du lch no ph
thuc c vo cc yu t ngoi cnh: chi ph, thi gian, thi tit, an ninh v cc nhn t
con ngi: sc khe, mc thch nghi,
1.3. Tc ng ca s tha mn ca du khch ti d nh du lch
Khi d nh du lch, khch du lch chc chn s tm hiu v ni h mun i
du lch trc c nhng thng tin so snh v d nh ng khi h b tin
thi gian cng sc n . V vy, im du lich phi to s tha mn hay
ni cch khc l s hi lng cho du khch th h mi chp nhn n hoc
quay tr li
Ngi ta tin rng vic lm hi lng khch v khin h tip tc chi tr v tr
thnh khch hng trung thnh ca nhn hng hoc t chc no th s gip
tit kim chi ph hn l tm kim mt khch hng mi.
Mt khi khch hng cm thy tha mn, h thng ni n nhng iu c
li hoc gii thiu sn phm cho bn b hoc ngi thn. iu ny hin
13

nhin s lm tng lng khch hng cho cng ty. l cch marketing hiu
qu nht m bt k cng ty u mong mun.
C rt nhiu nhn t tc ng ti s hi lng v d nh du lch bao gm c
yu t bn trong v yu t bn ngoi.

14

Hnh 2. M hnh nghin cu ca Tsung Hung Lee Graduate School of Leisure and
Exercise Studies, National Yunlin University of Science and Technology, Touliu,
Yunlin, i Loan.
1. Nhn t bn trong nh con ngi, cht lng dch v, thng hiu, gi c , c
im, vn ha tc ng ln n s tha mn v d nh du lch.
2. S hi lng hay khng ca du khch c th l kt qu ca nhng yu t hu hnh
ca sn phm nh thc n, ging ngh, gh ngi trn my bay hoc cng c th do
nhng yu t v hnh nh cht lng ca dch v.
3. Trong khi ngnh du lch thng c cho l thuc ngnh dch v, v c mt ci
nhn tng quan rng tha mn th cn phi c nhng dch v cht lng cao, lng
sn phm bn ra gia tng.
4. Trong khi i vi cng mt sn phm th s k vng ca mi ngi l khc nhau
ph thuc vo tnh cch, thi v kinh nghim sng khng gian nht nh ca tng
ngi. Vic ny gy ra rt nhiu p lc cho nhn vin phc v v t chc du lch i
hi h phi lun a ra cc sn phm lm hi lng khch du lch.
5. Nhng yu t nh hng n s hnh thnh s tha mn cng bao gm yu t vn
ha. S khc bit v vn ha c th bao gm mi th t vn mi trng cho n
thc n trn my bay.
6. C rt nhiu yu t nh hng n s tha mn ca du khch nm ngoi tm kim
sot ca cc doanh nghip l hnh bao gm nhng v nh cng hoc vn thi tit.
Ngoi ra cn cn do s cnh tranh ca cc nc bn dn ti lng khch du lch c
th b mt i. Mt s nc mnh v ngnh du lch trong chu nh Singapore, Thi
Lan, Trung Quc, Malaysia
7. Vic i mi, sa cha cnh quan khu du lch cng c khch du lch ch trng
khi h mun quay tr li du lch.

15

2. Tnh trng thc t v s tha mn vi d nh du lch Vit Nam

2.1. Gii thiu chung v du lch Vit Nam
Mi nm Vit Nam thu ht gn 4 triu lt du khch quc t, mt trong nhng
nguyn nhn khng th ph nhn l cc danh lam thng cnh cng kh hu nhit
i gi ma m thin nhin u i dnh cho nc ta. ng b bin tri di vi nhng
cn ct trng xa, hay nhng rung la, rung bc thang chn vng l nhng im m
khch du lch rt thch khi ti Vit Nam. Vi rt nhiu danh lam thng cnh, di tch
lch s trong c 8 di sn th gii c UNESCO cng nhn, hnh nh Vit Nam
ngy cng c nhiu bn b quc t bit n. Khng ch vy, m thc v con ngi
cng gp mt phn khng nh trong pht trin du lch Vit Nam. Nhng mn c sn,
mn n m cht Vit c rt nhiu du khch yu thch. Budget Travel, mt trang
web du lch uy tn xp hng Vit Nam ng th 6 trn 10 im n l tng nht nm
2016 nh c bi bin p, ngi dn thn thin v cc mn n hp dn.
Mt yu t na chnh l tnh hnh chnh tr n nh. Khi khch du lch n mt
quc gia khng ni chin, khng u tranh sc tc, khng biu tnh gia cc ng
phi th qu tht Vit Nam ghi im rt ln. Vic n nh v chnh tr cng khin
khng ch ngng du lch pht trin m tt c cc cng tc i ni, i ngoi v thng
thng gia Vit Nam v cc nc trn th gii ngy cng pht trin hn.
2.1.1. Tnh hnh pht trin ngnh du lch Vit Nam trong nhng nm gn y
Trong nhng nm qua, du lch Vit Nam ang trn pht trin, lng khch
quc t n cng nh khch du lch ni a ngy cng tng. Du lch Vit Nam ngy
cng c bit n nhiu hn trn th gii, nhiu im n trong nc c bnh
chn l a ch yu thch ca du khch quc t. Du lch ang ngy cng nhn c s
quan tm ca ton x hi. Lt du khch quc t n Vit Nam lun c gi mc
n nh v tng dn qua cc nm. Tc tng trng ca tng doanh thu t khch du
lch ang tng nhanh, ng gp ca ngnh du lch vo c cu GDP ca t nc ngy
cng ln trong bi cnh t nc cn nhiu kh khn.
16

Lt khch du lch ni a giai on 2008-2015

Ch tiu
Khch ni a
(nghn lt

2008

2009

2010

2011

2012

2013

2014

2015

20.50

25.00

28.00

30.00

32.50

35.00

38.50

57.00

6,8

22,0

12,0

7,1

8,3

7,7

10,0

48,0

khch)
Tc tng
trng (%)

Lt khch du lch quc t n Vit Nam thng 12 v 12 thng nm 2015

c tnh thng 12 thng nm Thng 12/2015 Thng 12/2015 Nm 2015 so
Ch tiu
Tng s

12/2015

2015

so vi thng

so vi thng vi nm 2014

(Lt khch)

(Lt khch)

trc (%)

12/2014 (%)

(%)

760.798

7.943.651

102,6

115,0

100,9

Tng thu t khch du lch giai on 2008-2015

Ch tiu
Tng thu t khch du
lch (nghn t ng)
Tc tng trng
(%)

2008

2009

2010

2011

60,00

68,00

96,00 130,00 160,00 200,00 230,00 337,83*

7,1

13,3

41,2

35,4

2012

23,1

2013

25,00

2014

15,0

2015

* Theo phng php thng k mi

Ngun: Tng cc Du lch

2.1.2. Nhng hn ch ca du lch Vit Nam

Ngoi nhng im mnh cn pht huy, du lch Vit Nam cn tn ti kh nhiu
hn ch cn khc phc, nhng hn ch ny c nh hng xu n ngnh du lch v
hnh nh t nc Vit Nam trong mt bn b quc t, khin cho t nm 2006 n nay
hn 70% du khch n Vit Nam u c nh mt i khng tr li.
Hn ch u tin l cng tc qun l yu km dn n tnh trng nhim mi
trng nghim trng cc a im du lch, cc di tch lch s khng c bo qun
ng mc, gy h hng nghim trng hoc sa li khc xa mu c v lun thu ph vo
17

ca. Ngoi ra cn cc th tc giy t rm r, mt thi gian v khng cn thit cng

mt phn gy tr ngi vi du khch khi ti Vit Nam.
Hn ch th hai l tnh trng cho ko, cht chm du khch din ra rt thng
xuyn trong khi cht lng dch v km v khng tng xng vi gi tin m du
khch phi b ra. Khch du lch n Vit Nam thng hay phi i mt vi vic b ht
gi rt cao cho mt mn hng khng tng xng, hay b p phi mua hng ha mc
d h t r thi khng mun. Nhng vic lm ny li n tng rt xu v con
ngi v t nc Vit Nam trong mt cc du khch quc t, khin rt nhiu du khch
khng cn nh quay tr li Vit Nam ln th hai.
2.2. Thc trng s tha mn v d nh du lch Vit Nam
2.2.1. Kt qu iu tra ca Tng cc Du lch
Thng 5/2015, Tng cc Du lch cng b kt qu iu tra khch quc t n
Vit Nam nm 2014, trong nh gi v mc hi lng ca du khch sau khi
tri nghim du lch ti Vit Nam cho thy
94,09% ngi c hi nh gi mc tt v rt tt ;
5,69% nh gi trung bnh ;
0,22% nhn xt du lch Vit Nam mc km v rt km .
Kt qu kho st ny c tin hnh i vi gn 14.000 ngi nc ngoi v
ngi Vit Nam nh c nc ngoi (Vit kiu) vo Vit Nam du lch, theo phng
php chn mu ngu nhin ti 7 ca khu quc t sau khi khch kt thc chuyn i.
Cuc kho st c thc hin trc tip bng 6 ngn ng. Phiu kho st cng
c gi ti 1.000 cng ty l hnh, 63 S Vn ha th thao v du lch trn ton quc.
Thi gian iu tra din ra t thng 10-11 nm 2014 vo ma cao im khch
quc t n Vit Nam.
Kt qu kho st cn cho thy c 95,09% khch du lch quc t n Vit Nam
c ngh qua m ti cc c s lu tr du lch, cn khch tham quan trong ngy chim
4,91%. Bnh qun mt lt khch ngh 9,73 ngy/m ti cc c s lu tr du lch.
18

Bn cnh , mi khch du lch ngh m ti cc c s lu tr chi tiu bnh

qun 1.114 USD (hn 24 triu ng) v khch tham quan trong ngy l 125 USD
(khong 2,7 triu ng). Nh vy, tng chi tiu ca khch du lch quc t n Vit
Nam nm 2014 t 8,39 t USD (gm 8,34 t USD l chi tiu ca khch c ngh qua
m ti cc c s lu tr v 0,05 t USD l chi tiu ca khch quc t tham quan trong
ngy.
Trong , du khch quc t ch yu chi tiu vo thu phng lu tr, n ung,
mua hng ha lu nim, chi ph tham quan, hng dn Chi ph vui chi gii tr
ch chim 3,56% tng chi ph bnh qun mt lt khch c ngh qua m ti
CSLTDL
Ngoi ra, kt qu kho st cng cho thy t l khch quc t quay tr li Vit
Nam trong nm 2014 chim 32,98%, trong khch n ln th hai chim 18,10% v
khch n ln th ba l 5,77%,v khch n trn ba ln chim 9,11%.
Cng theo Tng cc du lch, trong 4 thng u nm 2015, lng khch quc t
n Vit Nam t hn 2,69 triu lt ngi, gim 12,2% so vi cng k nm trc.
y l thng th 11 lin tip, khch quc t n Vit Nam st gim.
2.2.2. Kt qu kho st d n EU (Chng trnh pht trin nng lc lch c trch
nhim vi mi trng v x hi) nm 2014
Kt qu kho st khch du lch ti nm im chnh: Sapa, H Long, Hu,
Nng, Hi An.
Theo nh gi ca chng trnh ny, cc im n du lch Vit Nam hu nh
ch thu ht khch du lch mi n ln u, rt t khch quay li ln th hai, th ba. S
lng khch quay li ch yu l nhng ngi n Vit Nam v cng vic v Vit kiu
v thm thn nhn. Mt phn rt nh khch quay li t cc nc lng ging gn.
Tng t, khch ni a c 39% n thm ln u, 24% n thm ln th hai v
ch c 13% n thm ln th 3.
Kt qu kho st cng cho thy Hi An v Nng thu ht khch du lch lu
tr lu hn l Sapa, Hu v Vnh H Long. Trung bnh du khch Nng v Hi
19

An gn 4,5 m, trong khi ch c 1,5 n 2,5 m Hu, Sapa v H Long. Tuy

nhin, so vi khch quc t, thi gian khch ni a lu tr H Long di hn Hi
An, Nng.
C rt nhiu kin cho rng, cn gii quyt dt im nn mc ti, cp git
trn cc tuyn ng, cc khu du lch. iu nh hng rt ln n tm l du
khch, c bit l i vi quyt nh quay li trong nhng ln sau ca du khch. Hu
ht khch du lch c hi cho rng khng mun quay tr li Vit Nam trong nhng
ln du lch sau, bi mt phn chnh l nhng vn nn dn n vic khng hi lng t
du khch.
Kt qu ca Chng trnh pht trin nng lc lch c trch nhim vi mi
trng v x hi (D n EU) cho thy, gn mt phn t (22,8 %) khch du lch quc
t v mt phn ba khch du lch trong nc (31,3%) a thch lu tr ti khch sn 3
sao. Hnh thc lu tr c a chung tip theo l nh dn (22,2%) v khch sn 4
sao (13,9%). Tip , vi khch du lch trong nc l nh ngh/hostel (18,9%) v
khch sn 1-2 sao (17,4%). Ch c 12,4% khch du lch quc t v 6,1% khch du lch
ni a lu tr ti khch sn hoc khu ngh dng 5 sao. iu ny cho thy phn khc
th trng Vit Nam vn ch yu hng trung.
Thc t Vit Nam c s vt cht du lch cng nh cht lng dch v ca
chng ta vn cn nhiu hn ch. Vic u t t khng bi bn, thiu chuyn nghip
c v nh con dao hai li ang e da s pht trin bn vng ca du lch Vit
Nam. Vic nn nng tin vo khai thc di sn cng l mt nguyn nhn.
Th n l thiu quan tm n suy ngh ca du khch cng l mt nguyn nhn.
Dng nh Vit Nam, cc ch u t ch mun u t l thc hin ch t quan tm
n vic lm nh th c gi c cnh quan v chim c cm tnh du khch hay
khng. Trong khi , cc ghi nhn t phn hi t du khch l iu c ngha sng
cn vi nhng ngi lm du lch.

20

Nu thc s cu th v mun pht trin, c l nhng ngi mun thay i cht

lng dch v du lch Vit Nam cn phi bit lng nghe v quan tm hn n nhng
phn hi t du khch.
Sn phm du lch n iu, chm i mi, thiu sng to v cn trng lp gia
cc vng min, thiu tnh lin kt. Cng tc xc tin qung b du lch cn hn ch,
nghin cu th trng cn th ng, yu km. Hng nm du lch Vit Nam b ra
mt khon tin khng nh t chc, tham gia cc hi ch du lch trong v ngoi
nc. Tuy nhin, hiu qu li khng c nh mong i.
Cho ti nay th internet vn l ngun thng tin du lch quan trng. C 60%
khch du lch quc t v 45% khch du lch ni a s dng internet tm hiu thng
tin a ra cc quyt nh cho chuyn du lch. Tip theo l hnh thc truyn ming,
c 33,7% du khch quc t v 32,3% khch ni a tham kho. Ch c hn 25%
khch du lch quc t tm kim thng tin v du lch qua n v l hnh. Trong khi ,
khong 27,4% du khch ni a li tm kim thng tin du lch qua tivi.
Cng c kin cho rng, hin Vit Nam vn ch l a ch khm ph ch khng
phi l im n ngh dng ca du khch quc t, v th vic khch quay tr li Vit
Nam rt t l iu d hiu.
2.2.3. iu tra s tha mn ca du khch H Ni
Theo mt cuc iu tra, ni chung mc tha mn ca du khch i vi H
Ni l tng i cao. C n
-

40% tha mn

45 % rt tha mn

S cn li cm thy bnh thng

Chng ta hy tm hiu xem h thy tha mn vi yu t no nht, cn yu t g

khin khch du lch vn cha hi lng
a.

i vi dch v caf, nh hng, n ung: n 60% cm thy tha mn,

20% bnh thng v 20% rt tha mn

21

b.

S sn c ca phng tin giao thng cng cng: 25% tha mn, 50%

bnh thng, 5% khng tha mn v 5% rt khng tha mn.

Giao thng Vit Nam l mt vn nan gii v c bit l mt thnh ph nh
H Ni. Mt giao thng tham gia hng ngy qu ln, s lng cc loi phng tin
cng khng nh v hn na l thc tham gia giao thng ca ngi Vit Nam cn
mc km. Khi khch nc ngoi n H Ni, h khng thng thuc ng ph v
cng khng bit chn phng tin thun li nht. C nhiu ngi phi i b mt on
ng kh di do khng bit nn i phng tin g, xe my h khng c, bt xe bus
kh lng nhng, xe m th d b la o,
c.

Dch v nh : C n 40% tha mn, 24% rt tha mn, 12% bnh

thng v 4% rt khng tha mn.

Gi phng H Ni t hn rt nhiu so vi nhng a im du lch khc, iu
ny khin kh nhiu khch du lch tht vng
d.

Cc dch v du lch, cht lng hng dn vin, vic qun l mi trng

ca cc tour du lch: ni chung tt c cc khch du lch u hi lng

e.

Mc nhim ngun nc, rc thi, nhim m thanh: D nhn thy

tnh hnh nhim mi trng H Ni ngy cng tr nn trm trng, iu ny nh

hng khng nh n s tha mn ca khch du lch
f.

S sn c ca thng tin du lch: Hu ht khch du lch u tha mn vi

s sn c ca thng tin du lch. Khng kh tm kim cc thng tin du lch khi click
vo mt website du lch bng ting Anh v cc ngn ng khc. Vic qung b v
hng dn du lch H Ni c thc hin cch y kh lu v ang c xu hng
ngy cng pht trin (ngy cng xut hin nhng t chc hng dn tour du lch h
ni min ph cho khch nc ngoi, do chnh sinh vin thc hin,)
g.

S lng hng qun, cht lng sn phm du lch v lng ngi bn

hng ng ph: Ni chung khch du lch cm thy hi e ngi v vn ny. Mc d

s lng hng qun nhiu H Ni em n nhiu thun tin nhng cng c khng t
nhng phin toi. Tnh trng cht chm, p khch du lch mua hng v nhng thi
22

xu, khin khch du lch cm thy rt bc xc, lm nh hng ln ti hnh nh

mt Vit Nam thn thin, an ton m ta vn lun qung b.
2.2.4. So snh du lch Vit Nam
Bo co thng nin Du lch vit Nam nm 2014 cho bit chng ta nm trong
nhm trn ca khu vc ng Nam , sau Thi Lan, Malaysia, Singapore v
Indonesia.
Trn quy m ton cu, Vit Nam xp hng 40 v lng khch quc t n. Cc
nc khc trong khu vc c th hng cao hn gm Malaysia (hng 12), Thi Lan
(14), Singapore (25) v Indonesia (34).
Nu tnh v tng doanh thu t du lch quc t, Vit Nam c th hng 36 trn th
gii, nm ngoi t 7,3 t USD. Nc ng u khu vc, Thi Lan, c s thu t du
lch quc t nhiu gp 5 ln Vit Nam

Hnh 3. S lt khch quc t v tng doanh thu t khch quc t mt s quc gia
ng Nam
23

Nhiu danh hiu tt p c dnh tng cho Vit Nam trong lnh vc du
lch. Tp ch Forbes ca M tng chn Vit Nam v tr th 3 trong top 10 im n
hp dn nht th gii nn tham quan nm 2015, H Ni c tp ch Travel & Leisure
chn ng v tr th 7 trong top 10 thnh ph chu , Tripadvisor chn Nng
ng u danh sch im du lch ng n nm 2015...
Th nhng nhng danh hiu ny khng ko khch quay tr li v a du
lch Vit Nam ui kp cc nc lng ging. Nhiu vic gy n tng xu ca du lch
Vit Nam b phn nh trn bo quc t, v nhn li phn ng t du khch. Trong s
ny c cc trng hp du khch b mt cp ngay khi xung sn bay, b trm iPad
khi ang i trn xe but; nn p gi cao qu ng i vi khch nc ngoi.
Chng hn, sau v vic du khch Anh b buc tr tin chuc my nh ri
Qung Bnh, cc du khch khc chia s vi ch ny v than phin v cm gic b li
dng. "H coi chng ta khng khc g tr ATM bit i" v da "s khng bao gi
quay li" na.
Cc vn nh an ton cho du khch, nn cht chm c th l nguyn nhn
khin t l khch quay tr li vi Vit Nam khng cao, dn n tc tng trng du
khch chm hn cc nc lng ging.
Trong giai on 2000-2014, s lng khch quc t n Campuchia tng 10
ln, t 400.000 ln 4 triu; tc tng ca Lo ln 6 ln. Cng thi gian, con s ny
i vi Vit Nam l 4 ln.
2.3. nh gi
Mt trong nhng kt qu iu tra khch quc t n Vit Nam nm 2014 ca
Tng cc du lch c cng b l nh gi mc hi lng vi chuyn i du lch ti
Vit Nam cho thy: mc rt tt c 28,07%, mc tt c 66,02%, mc trung bnh c
5,69%, km v rt km c 0,22%.
2.3.1. u im ca du lch Vit Nam
Vit Nam c nhiu danh lam thng cnh p, giu gi tr lch s v vn ha
truyn thng tri di khp t nc, t Bc ch Nam.
24

Vi lch s hng ngn nm dng nc v gi nc i qua cc cuc chin tranh,

Vit Nam vn cn nhiu di tch lch s, bo tang nh khu di tch n Hng, thnh c
Qung Tr, a o C Chi, bo tang lch s Vit Nam
Vit Nam c hng ngn di tch, thng cnh xp hng di tch quc gia. Nhiu di
sn c UNESCO cng nhn l di sn th gii ti Vit Nam nh qun th di tch c
Hu, Vnh H Long, ph c Hi An, thnh a M Sn, vn quc gia Phong Nha
K Bng. UNESCO cn cng nhn 6 khu d tr sinh quyn th gii l Chu th sng
Hng, Ct B, Ty Ngh An, Ct Tin, Bin Kin Giang v Cn Gi.
Chng ta cn c khong 4000 sui, ngun nc nng t nhin rt c tim nng
du lch nh sui nc nng Kim Bi Ha Bnh, sui nc nng Thp B Nha
Trang, sui nc nng Knh G Ninh Bnh
Ngoi ra vi li th ng b bin di, Vit Nam s hu nhiu bi tm p,
quyn r trong c nhiu vnh bin p ni ting th gii nh vnh H Long, vnh
Nha Trang,
Vit Nam c nn vn ha m bn sc dn tc vi nhng phong tc,
truyn thng c trng, phong ph v a dng.
Vit Nam c bit n l quc gia c mu sc vn ha c o vi nhiu
phong tc, tp qun, l hi. Hng nm c hng nghn l hi trn phm vi c nc c
bit l vo khong thi gian sau Tt Nguyn n. Tnh trung bnh mi ngy nc ta
c n 21 l hi. Mt s l hi ln c ng o du khch bit n nh l hi n
Hng, hi Ging, hi Lim
D x hi pht trin nhng Vit Nam mt s lng ngh truyn thng vn tn
ti v duy tr cho n ngy nay. Hin nay Vit Nam c khong 1500 lng ngh t Bc
vo Nam. Mt s lng ngh ni ting nh gm Bt Trng, la Vn Phc, chiu ci
Nga Sn
Vit Nam cn c nhiu di sn phi vt th nh nh nhc cung nh Hu, Khng
gian vn ha cng ching Ty Nguyn, Ca tr
25

Mi vng min trn di t hnh ch S li c nhng c sn m thc c trng

phong ph nh ph, bn, ru sn lung, ung da xo chua ngt, bnh canh ch c,
bn sa
Chi ph du lch ti Vit Nam thuc hng r nht trn th gii.
Vit Nam ni ting l im n l tng dnh cho nhng du khch c kinh ph
hn hp vi chi ph sinh hot v du lch r hn rt nhiu so vi nhiu quc gia khc
trn th gii. H thng nh hng v khch sn Vit Nam pht trin rng khp v c
nhiu loi hnh a dng phc v cho i tng khch du lch khc nhau. Gi thnh
mn n r v s a dng cc loi thc n ng ph khin du khch c bit n tng
vi Vit Nam.
Theo nh gi ca TripAdvisor nm 2014, H Ni ng u trn tng s 67
thnh ph r nht th gii.
An ninh thuc hng tt nht khu Chu -Thi Bnh Dng
Vi mt th ch chnh tr n nh, Vit Nam cn thu ht khch du lch nh s
yn bnh ca mnh. Vin Kinh t v Ha bnh (IEP) c tr s ti Sydney, Australia
cng b ch s ton cu ti 162 quc gia v vng lnh th trn th gii. Theo , Vit
Nam xp hng 56 v ch s ton cu 2015, cao hn nhiu quc gia khc nh M (94),
Trung Quc (124).
S thn thin, hiu khch ca ngi dn Vit Nam cng l im khin a s
du khch hi lng.
2.3.2. Nhc im ca du lch Vit Nam
Thiu mt chin lc tip th di hi v ph hp vi khch du lch.
Chin lc qung co du lch Vit Nam cn manh mn, thiu ng b v cha
to c hiu qu cn thit. im qua nhng chin lc qung co ca Vit Nam,
ngi ta thy c cch qung b cn kh nghip d. Vic du lch Vit Nam thay i
logo v slogan t Vit Nam - V p tim n sang Vit Nam - V p bt tn l
i mi cn thit nhng ch l mt phn nh trong n lc pht trin thng hiu.
H thng cp visa cn kh phc tp
26

 n lc c quan thm quyn cn phi m rng chnh sch min visa i vi

cng dn ca mt s nc ng Bc v Ty u. c nh vy, Vit Nam mi c
th gia tng li th cnh tranh vi cc nc Thi Lan, Singapore, Malaysia hay
Indonesia.
Vic quy hoch khai thc ti nguyn du lch nc ta cn cha tng xng
vi tim nng. Nhiu khu du lch a vo khai thc nhng khng hiu qu, bn cnh
li c nhng khu du lch c tim nng nhng cha c u t khai thc.
Nhiu ni khai thc TNDL cn ba bi ,thiu s qun l ca nh nc ,lm
cho cc TNDL ngy cng suy kit. Khai thc TNDL cha gn lin vi vic bo v v
phc hi . thc ca khch du lch ,ca ngi kinh doanh du lch cn cha cao.Vic
ph hoi TNDL nh vt rc ba bi lm mt v sinh ,nh hng ti cnh quan ca cc
TNDL cn kh ph bin ti cc khu du lch.
S qun l ca nh nc cn cha ng mc ,tnh trng chng cho quyn
hn, trch nhim trong qun l du lch.
Ngun lao ng tuy ng o nhng cn yu km v trnh chuyn mn
,s lao ng c trnh chuyn mn chim 58,3% s lao ng.Cha p ng kp thi
v pht trin du lch .c bit ,phm cht ngi lao ng du lch cn thiu tc phong
cng nghip ,tnh k lut ,tnh hp tc cn thp
C s h tng tuy c u t nng cp ci thin nhng cn thiu ng b
gia cc vng min ,gia cc khu ,im du lch .
Vn nn hng rong cho ko, ni thch i vi ngi nc ngoi dng nh
cha bao gi gim. Nn n xin, mc ti, cp git hin nay ang c xu hng tng.
H thng bin bo, bin ch dn nhng ni cng cng cha hp l gy kh hiu
cho khch du lch.
2.3.3. C hi
- Cht lng vn ti mt t (ng b, ng st) c ci thin, thc y loi
hnh du lch khm ph v tng thi gian lu tr ca du khch.
27

- Nhiu sn phm mi p ng nhu cu ca cc phn on th trng c th

(du thuyn trn sng Mekong, cc tour quanh thnh ph, vn ha, lch svv)
- Chui cc im tham quan, tuyn du lch v cc ngun lc tim nng trn th
trng nhng cha c khai thc ng mc c th c pht trin/m rng
tr thnh sn phm cho bn
- S n nh chnh tr hin nay so vi cc nc nh Thi Lan, Trung ng
- n gin ha th tc nhn th thc ti ca khu (gia nhp cng ng AEC,th
thc chung)
- Mt s th trng ph hp, tim nng, k c tim nng du lch MICE (Meeting
Incentive Conference Event-loi hnh du lch kt hp hi tho, hi ngh, khen
thng, hi hp v trin lm)
- Cc ng bay mi a n th trng mi
- Hng ti cc hng du lch quc t vn ly Thi Lan, Malaysia lm trng tm
ch khng phi Vit Nam
2.3.4. Nguy c
- Vic khng ngng xung cp v nhim s khin cho vic qung b sn phm
gp kh khn hn trong vic to ra li nhun
- Thiu s iu phi gia cc t chc cp quc gia v cp vng/tnh trong cng
tc marketing du lch, c bit l ti th trng ni a
- Nng lc cn b lm vic trong lnh vc marketing du lch khng c pht
trin ng mc, c bit l i ng nhn vin cp tnh
- Tranh chp chnh tr trong khu vc (khu vc Bin ng)

28

3. Gii php nng cao s tha mn ca du khch nhm thu ht khch du lch
n Vit Nam
3.1. Sn phm du lch (Product)
Nh nc nn a ra cc chng trnh ci thin h thng giao thng n cc a
im du lch, nng cp cc loi phng tin du lch sao cho thun tin nht cho khch
khi h mun n thm cc a im .
Cc doanh nghip kinh doanh cc dch v khch sn nh cng cn ch n
cht lng, thi phc v cng nh s a dng trong chui dch v cung ng cho
khch hng. Cc cp qun l phi quan tm hn n vic gim st cht lng ca cc
ca hng, nh hng.
Khu qun l cn thc hin cht ch nhm em li li ch v sc khe cho
ngi dn v du khch.
Bn cnh cnh quan, di tch cng cn xy dng nhiu yu t c s khc: nh
hng, caf, ch vui chi gii tr lm tng kh nng phc vu nhu cu ca khch. thu
ht khch du lch quc t n Vit Nam, Tng cc Du lch VN nn tp trung vo vic
h tr cc a phng u t, xy dng v nng cao cht lng sn phm du lch, t
chc cc chng trnh kho st xy dng cc sn phm du lch mi.
Thng xuyn thc hin cng tc v sinh ti khu du lch, thm ch c hnh pht
i vi hnh vi x rc khng ng ni quy nh nhm to mi trng xanh sch
p v to thc gi gn v sinh ca ngi dn v du khch. Ti cc im n cng
phi c h thng nh v sinh t tiu chun c v cht lng cng nh qun l.
o to i ng hng dn, thuyt minh vin v ph bin vn ha du lch cho
nhn dn k cn nhng khu du lch nhm trang b kin thc ng x nng cao vn
ha du lch cho nhn dn a phng to n tng tt trong mt du khch cng nh
gp phn hn ch mi hnh vi ca nhng i tng hay lm phin du khch.
Thnh lp vn phng chuyn cung cp cc dch v h tr du khch nc ngoi
n VN nh gii p thc mc, cung cp thng tin trc tip h tr du khch trong mi
29

thi im qua cng c in thoi hoc ngi hng dn to iu kin thun li

trong qu trnh tm kim thng tin cho khch du lch.
3.2. Gi (Price)
Cn nng cao cng tc qun l sao cho gi tng xng vs cht lng dch v,
cht lng phc v. Trong thi k khng phi ma du lch c th p dng hnh thc
khuyn mi, gim gi kch cu, thu ht thm lng khch. Tuy nhin gim gi hay
p dng khuyn mi vn phi m bo cht lng dch v hng ha.
Qun l tt gi trnh tnh trng t tng gi vo dp cao im. Bi du lch c
tnh thi v, ngi lm dch v thng t tng gi khi vo ma dch v, tuy nhin
mt s trng hp xy ra l gi cao trong khi cht lng dch v khng tt, gy s bt
mn trong lng du khch.
in hnh nh v vic qun Ho Long Sn (Vng Tu) cht chm ca khch
22 triu ng cho mt ba n 2 ngi (mt ngi Nht Bn cng 1 ngi Vit Nam)
gm tm s, c hng, cm chin hi sn, 2 chai bia, ly cam p. Hay v vic v
chng ng James Murtagh (quc tch Ireland) b ti x taxi Thanh Nga i gn 500
nghn ng cho qung ng di ch khong 2km gy nn s bt mn ln trong
lng du khch.
3.3. Phn phi (Place/Distribution)
Thnh lp i l, vn phng t vn v cc tour du lch, a im du lch cng
nh thng tin v th tc nhp cnh, hot ng din ra ti khu du lch.
T chc lin kt vi cc i l tour nc ngoi, va tranh th ngun lc ca
h tm kim khch hng. c bit l u tin m i l mt s th trng trng
im nh Php, Trung Quc, c
3.4. Xc tin (Promotion)
Cn y mnh hot ng qung b, xc tin du lch hn na bng cc cng c
in t, Internet hay t chc cc s kin, bin son cc n phm qung b du lch Vit
Nam.

30

- Lp mt website, trn su tp nhng hnh nh p nht, tiu biu nht v t nc,

con ngi Vit Nam. Ngoi ra trn website ny c th c cc bi ht, on phim, file
flash hay cc dng thng tin khch gii thiu qung b v VN. Vic bin tp, thit
k nhng ni dung ny cn phi p, tht chuyn nghip, c th huy ng s ng
gp v ni dung t rt nhiu ngun nh cc ngh s, cc nh nhip nh, cc bn sinh
vin cng nhau to ra cc tc phm tht cht lng v VN. Phn ni dung ny s
c cp nht lin tc theo s pht trin i ln ca t nc v s ng gp ca cng
ng ngi VN khp ni trn th gii. Kh nng lan truyn nhiu tng trn internet
cc k hu hiu, nu ni dung c trau chut k lng, trnh by sng ng p mt,
nhng thng ip hnh nh v t nc, con ngi Vit Nam s c truyn n bn
b th gii theo nhng con ng email, SMS, blog, forum, mng x hi (Facebook,
Twitter,) ht sc t nhin. Mt khc vic quy t hnh nh Vit Nam v mt mi c
th gip ngi nc ngoi d dng tm kim thng tin v VN hn.
- T chc c hiu qu cc l hi truyn thng, u t ng cai cc s kin vn ha, th
thao, du lch, hi thi ln mang tm c quc gia, thm ch quc t v khu vc s l mt
trong nhng cch truyn b hiu qu. Mi mt chng trnh l hi, lin hoan ti nc
ngoi s l mt cng c gii thiu hnh nh VN trong mt bn b quc t. Tt c
cc hot ng lin quan n con ngi, t nc VN cng u c th tr thnh yu t
truyn b ti du khch.
- Bn cnh , ngnh du lch cn tip tc hon thin cc n phm gii thiu v VN, v
nhng a im du lch hay cm nang du lch Vit Nam v phn phi thng qua cc
hi ch, trin lm, cc nh hng v c cc chuyn bay, chuyn tu Tng cng
tuyn truyn li ch ca hot ng du lch ti cng ng dn c a phng c
c ngun lc lm du lch cng ng hiu qu, bn vng.

31

4. Du lch Vit Nam di con mt ca mt marketer

a. c im kinh doanh dch v du lch Du lch l mt trong nhng ngnh dch
v ang rt pht trin trong thi gian gn y. Nu phn loi trn gic i tng
kinh doanh, chng ta s c 5 loi hnh kinh doanh dch v du lch nh sau:
- Dch v l hnh
- Dch v lu tr
- Dch v vn chuyn du lch
- Dch v cung cp, t vn thng tin du lch v cc dch v b tr khc
- Dch v ti cc khu vui chi gii tr dnh cho du khch, khu th du lch
Nh vy, sn phm du lch l mt tng th phc hp, bao gm:
- Nhng thnh phn di sn, ti nguyn thin nhin, vn ha ngh thut, lch s
hay cng ngh, c kh nng thu ht khch i thm quan.
-Trang b c s vt cht k thut cung cp iu kin cho khch nh n , vui
chi gii tr km theo cc dch v b sung khc.
- Nhng iu kin khc tip cn a im du lch nh Phng tin vn
chuyn, th tc xut nhp cnh
- Phng php qun l quy trnh tour to sn phm tour trn gi cht lng
cao. Cung du lch lun c xu hng va p ng v khi gi cu. Nhng n cng ch
n vi cu khi c nhng iu kin nht nh v ti nguyn du lch v c s vt cht
k thut du lch. Cn cu du lch lun thay i v kh tnh hn, c bit l v cht
lng phc v, nhng ci mi thu nhn c sau mi ln s dng sn phm. Chnh v
th m trong du lch, chng ta thng thy, du khch t khi s dng li sn phm du
lch m h tiu dng trc . Do m cc cng ty du lch lun phi thay i ni
dung, hnh thc cc sn phm du lch thu ht khch quay tr li. cng l thch
thc ca marketing dch v du lch.
b. Marketing dch v du lch C th ni, vic vn dng marketing dch v trong
ngnh du lch l iu cc k quan trng v cn thit, trong bi cnh th trng ang
32

ngy cng m rng trong xu th hi nhp quc t, ko theo l cnh tranh cao nh
hin nay ca ngnh du lch. Trc y, nhiu doanh nghip vn cha thc s coi trng
cng tc marketing dch v i vi s tng trng. Ci gi l marketing ch mang tnh
hnh thc v thiu tnh l lun chuyn su vn dng vo thc tin. Marketing ban
u ch yu c chc nng tr gip quan h i ngoi lin quan n qu trnh qun l,
nim v cng ty v cc nhm i din cho khch hng. Tuy nhin, trong bi cnh
cnh tranh gia tng nh hin nay, marketing thc s tr thnh vn sng cn ca
cc nh cung cp dch v du lch. N cung cp nhn quan v nhu cu du khch cho
cc doanh nghip du lch. Trong cc cng ty du lch, nhng ngi lm cng tc
marketing phi cng tc cht ch vi cc b phn iu hnh kinh doanh t c
cc mc tiu cn thit v doanh s, th phn v li nhun. Ngoi ra, cc chuyn gia
marketing cn phi tham kho cc chuyn gia ti chnh a ra chnh sch gi c
va mang tnh cnh tranh, li va m bo c li. Nh vy, vai tr ca marketing v
c bn i vi hot ng kinh doanh du lch s l:
- Gip doanh nghip du lch xc nh khch hng c nhu cu ln nht v sn
phm ca doanh nghip.
- Gip doanh nghip tr li cu hi: Lm th no tip cn v phc v c
cc nhm khch hng ny.
- a ra cc chin lc kinh doanh gip doanh nghip tr nn hp dn hn
nhng cng ty ang hin din khc.
- Gip doanh nghip pht hin v tn dng thi c, gim thiu v phng nga
ri ro c th xy ra.
-V cui cng l gip doanh nghip ti a ho li nhun. Ni dung c bn ca
marketing dch v du lch chnh l phn tch tt c cc yu t u vo khc nhau
nhng c chung mt im l nh hng ti cng ty du lch v chuyn n thnh
nguyn liu xy dng v thc hin cc chin lc marketing. N bao gm mt vi
chc nng c lin quan n nhng cng vic chnh sau: -Pht hin v thc hin cc
n t hng, cung ng sn phm mi -Pht trin nhn thc v kh nng sinh li v
33

m rng th trng ca dng sn phm hin c. -Qun l mi quan h gia du khch

v cng ty bao gm cc chin lc v hot ng ng thi gia cc b phn khch
hng, bn hng, qung co, tn dng v thanh ton t c cc mc tiu
Marketing. -Pht trin v thc hin cc chin lc c xy dng thc hin cc
mc tiu nh tnh c th c lin quan n th phn, cc tnh nng ca sn phm, kh
nng sinh li hoc thm nhp th trng. -Nhn thc v th cnh tranh hin ti ca
cng ty v a ra cc xu hng tng lai, cc nh hng v cc mc tiu trong tng
lai da trn cc c s phn tch. Nh vy, nht thit b phn Marketing ca cc cng
ty du lch phi tin hnh cng vic nghin cu th trng bng nhiu hnh thc nh
iu tra, thu thp thng tin bn ngoi v khch hng, sn phm, th phn ca cng ty;
tip l phn tch c bn cc thng tin thu c pht hin thi c, ri ro, th
mnh, im yu ca doanh nghip, lm c s cho bc cui cng l a ra cc chnh
sch v chin lc kinh doanh ph hp nhm t c cc mc tiu ca doanh
nghip. Vn dng Marketing dch v trong du lch, cc cng ty du lch s phi ch
trng nhng yu t thit yu sau:
* S tn ti v khng tn ti ca sn phm dulch: Nu khng ph hp vi nhu
cu dukhch,n s khng th tn ti.Chu k sng l mt khi nim quan trng.
Mtchu k sng c chia lm 5 giai on:
+ Nghin cu han chnh sn phm
+ Tung ra th trng
+ Hon thin v pht trin sn phm
+ Chn mui-hng thnh
+ Suy tn Marketing dch v du lch cn lu , giai on chn mui, khch
hng s n nhiu, bn c nhiu dch v du lch, nhng giai on ny cng khng
cn nhiu khch mi na, lc ny cn phi ngh ngay ti chin lc sn phm mi, c
th l b sung thm tnh nng mi, ci tin hoc a ra sn phm du lch mi. Nu
khng, doanh nghip s khng cn tiu th c sn phm na v lc hu. Ngi
lm Marketing phi rt tnh to, nhanh nhy trong giai on ny kp thi a ra
34

nhng chin lc mi. Kinh doanh l hnh v khch sn l 2 mng chnh yu quan
trng ca du lch, ko di chu k sng ca sn phm, Marketing cn nm c
nhng im khc bit sau:
-Thi gian tip cn ca du khch vi cc dch v rt ngn (theo tour vi ngy),
nn c t thi gian to n tng c tt ln xu cho khch. Cc dch v cng kh c
dp bo hnh, dch v xu khng th i li, nht l nhng c ch, thi ca nhn
vin phc v.
-Yu t hp dn du khch thng da trn gc tnh cm, thi nhiu
hn. Ngnh du lch lin quan phn ln ti con ngi. S gp g gia ngi vi ngi
khi mua bn, gia ngi mua v ngi mua lun din ra. Nhng n tng tt p v
thi hnh vi ca ngi bn c th lm ny sinh hnh vi mua sm ca du khch.
- Du khch thng ch trng ly nhng bng chng c th nh gi sn
phm. Mt dch v bn cht l s thc hin. H s ly nhng hin hu ca sn phm
nh gi cht lng dch v nh:
+ Mi trng, vt cht: trang tr, sch s, vn minh
+ Gi c dch v: Gi cao c th cho l sang trng
+ Truyn thng v dch v: qua truyn ming vi nhau, qung co
+ Nhn s: T th, tc phong, am hiu, tui tc
- Khch thng ch tm n nhng hnh tng v tm c ca cng ty, khch
sn, nh ti trChnh v vy m cn lu li trong du khch nhng tnh cm tt p
v doanh nghip trong qu trnh cung ng dch v.
- Dch v du lch ph thuc vo s h tr ln nhau gia cc doanh nghip.
Trong mt chong trnh thng c s tham gia ca nhiu loi hnh doanh nghip du
lch, nn s tng h l rt quan trng.
-Vic sao chp dch v ca nhau rt d, do cc ni dung qung co v dch v
u th hin ra bn ngoi.
-Du lch c ma v nn cn ch tng cng bn km theo khuyn mi vo
ma thu ht nhiu khch nht.
35

* Qung co Hot ng qung co l khng th thiu khi thc hin Marketing

dch v. Mc ch l qung b cho sn phm v li cun ngi tiu dng n vi
DN. Nn qung co qua cc phng tin thng tin i chng kt hp vi t ri, gii
thiu v chng trnh du lch v hnh nh ca doanh nghip. Cn nu bt nhng u
im ca sn phm du lch vi nhng hnh nh minh ha p, sng ng. Nn gn
nhng chng trnh du lch vi cc mc ch kh hp dn khc nh: Du lch kt hp
mua sm hng gim gi, du lch kt hp tham d Festival tm c, du lch kt hp tm
kim c hi u t, du lch cha bnhc bit, nn ch trng a mc gi vo mc
qung co, c th gii thiu gi khuyn mi, hoc mc gi mi nhng km vi nhiu
tin ch b sung khc
* Xu hng hi nhp quc t: Marketing dch v khng ch hng du lch phc
v trong ncm cn vn ra th trng quc t, bng vic tm hiu v phn tch th
trng nc ngoi, nhm xy dng cc chin lc qung b v t nc, con ngi
bn a, cc gi tr vn ha tinh thn v nt c o thu ht khch quc t tham
quan, thng thc. Vic n tip khch quc t cang c ch trng hn na bi s
khc bit vi khch ni a, v khu nghin cu th trng l iu cc k cn thit.
Nh vy, Marketing dch v ng vai tr rt quan trng doanh nghip tip
cn v phc v tt nht du khch nhm mc tiu tng trng v li nhun. Thc t
cho thy nhng doanh nghip no ch trng ti p dng Marketing dch v vo thc
tin u thu c thnh cng.
V d nh Tp an du lch Saigon Tourist rt thnh cng trn th trng
trong v ngoi nc, nh vo vic ch trng phn on th trng phc v th phn
cao cp, dnh cho i tng thu nhp cao v du khch quc t. Tp on tch cc
qung b thng hiu ca mnh gn vi hnh nh Vit Nam thn thin, an ton v i
mi, thu ht rt nhiu du khch ncngoi ti Vit Nam. Tp on p dng a
dng hnh thc qung b nh qua phng tin truyn thng, website, email,nhm
gii thiu y v nhng nt hp dn ca Vit Nam. Ngai ra, cc hi tho quc t,
cc th vn hi cng l dp doanh nghip tn dng c hi qung b sn phm. Tp
36

on lun ch trng pht trin sn phm ca mnh theo hng quc t ha v t

chun v cht lng dch v. Cng tc Marketing c c bit ch trng v lun gy
n tng tt v hnh nh doanh nghip. chnh l thnh cng nh bit ng dng l
thuyt vo thc t, v nh gi ng vai tr ca Marketing dch v.

37

DANH MC TI LIU THAM KHO

Sch tham kho:

GS. TS. Trn Minh Ho, Gio trnh Marketing cn bn, NXB i hc Kinh
t Quc dn, H Ni, 2012.

PGS. TS Nguyn Vn Mnh v TS. Nguyn nh Ha, Gio trnh

Marketing du lch, NXB i hc Kinh t Quc dn, H Ni, 2012.

Philip Kotler and Gary Armstrong, Principles of Marketing (fifteenth

edition), Global edition, Pearson.
Ti liu tham kho:

Vin Nghin cu Pht trin Du lch, S liu thng k du lch Vit Nam,
www.itdr.gov.vn .

Tng cc Du lch, B Vn ha, th thao v du lch, Pht trin du lch bn

vng thc trng v gii php, www.vietnamtourism.gov.vn .

Bo in t ng Cng sn Vit Nam, 2010 Nm thnh cng ca du lch

Vit Nam, www.cpv.org.vn .

Tp ch du lch Vit Nam, www.tapchidulich.com.vn .

Tng cc thng k Vit Nam, www.gso.gov.vn .

38