FINAL EXAM TOPIC

INTERNATIONAL

MARKETING

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I. OVERVIEW OF TOURISM INDUSTRY IN VIETNAM

1. Before Covid-19
Vietnam’s tourism industry received a slew of prestigious awards and set new
records in 2019. Tourism in Vietnam is a component of the modern Vietnamese
economy. The number of foreign tourists reached an all-time high of 18 million in
2019, up 16.2% year-on-year. 14.3 million or 79% of the total were Asian visitors, up
19%. The growth has been credited to the government’s visa waivers for nationals of
potentially large tourism markets, the launch of a slew of new direct flights and
increased nighttime activities like shopping and amusement.
Vietnam surpassed competitors like Brazil, China, Egypt, and Greece to be
named the world’s leading heritage destination for the first time at the World Travel
Awards (WTA) in Oman in November 2019. The recognition vindicates the country's
efforts to preserve its cultural heritage, the WTA stated. The country is home to eight
world heritage sites recognized by UNESCO: The Phong Nha-Ke Bang National Park,
My Son Sanctuary, Hoi An ancient town, the Complex of Hue Monuments, Ha Long
Bay, Trang An Landscape Complex, Thang Long Imperial Citadel, and the Ho
Dynasty Citadel. Vietnam was crowned "Asia’s Leading Culinary Destination" at the
World Travel Awards (WTA) for Asia and Oceania in October 2019. It was the first
time the country achieved this honor though Vietnamese cuisine has won considerable
praise from international tourists and rave reviews from renowned travel magazines.
2. After Covid-19
In 2020, Viet Nam’s tourism suffered extremely heavy losses due to the impact
of the Covid-19 epidemic. The total number of tourists served by accommodation,
food and beverage service establishments in 2020 reached 97.3 million VND, a
decrease of 44% over the previous year; a number of tourists served by travel agencies

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was 3.7 million, down 80.1%. International arrival to Viet Nam decreased 78.7% year
on year,

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gained only 3.8 million arrivals. The sharp decline in the number of domestic and
international tourists has led to a significant decline in revenue for accommodation,
food and beverage service, estimated at 61.8 trillion VND, down by 43.2%.
Influenced by the Covid-19 epidemic, the accommodation, food, beverage and
travel services have also been heavily affected. In January 2021, the revenue of
accommodation, food, beverage services were estimated at 48.7 trillion VND, down
4.1% compared to the same period last year, of which accommodation revenue was
estimated at 4.5. trillion, down 15%; travel revenue was estimated at 1.6 trillion VND,
down 62.2%. The Covid-19 in the world continues to be complicated, forecasts for the
global tourism picture in the first months of 2021 still have not shown bright signs.
The domestic market still plays a crucial role; the international tourism market needs
longer time to recover even when the epidemic ends. Therefore, Viet Nam tourism has
also prepared to enter the new year 2021 with determination and efforts to find a
suitable direction.

II. FINAL ESSAY REQUIREMENT

The main purpose of this essay is to provide students with an experience
in analyzing the current situation of Vietnam's tourism industry (before and
after the Covid-19 epidemic). This essay is divided into two main parts:
1. Pick up a province/city, it could be your hometown, or favorite destination
such as: Da Nang, Phu Quoc, Da Lat, Sapa... After that, analyze the current
situation of tourism in the province/city that you choose (before and after the
Covid-19 epidemic). You can examine these factors such as: the number of
tourists, tourism contributions how much % to the local budget, popular tourist
activities/destinations and so on…
2. Develop Marketing Mix 4Ps: Product, Price, Place and Promotion. These
strategies should relevant with the current situation. In addition, new marketing
strategies can use to attract tourists (domestic or foreign tourists) in order to
recover the local tourism industry after Covid-19.

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III. ESSAY FORMAT
 Cover page (name of student, student number, class, subject, etc.)
 A4 size (210 x 297 mm). Left margin 3 cm; top margin, bottom margin, right
margin 2 cm.
 Times New Roman font, font size 13; paragraph 1.5 lines.
 Page number in the center of the page, above; Page numbering must be
continuous.
 Length: 15-25 pages.
 There is a Reference section at the end of the essay. Reference will follow the
A.P.A format.
 Students can use pictures, figures, tables… to illustrate in the essay.
 The essay will be checked turnitin, required < 30%.
 Essay should divide in 3 main parts:
1. Introduction
2. Main content
3. Conclusion

IV. ESSAY DEADLINE

 PDF file (file name is Student Name_Student Number_Class)
 Date of submission: 01/06/2022 (before midnight).
 Submit on the LMS in the folder “Final Essay”. Note: students cannot
submit after 01/06/2022.
 Final Essay account for 50% of the final score.

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V. GRADING GUIDELINE:

FINAL ESSAY
1 Answer the question 70%
2 Reference 10%
3 Grammar 10%
4 Style and format 10%
Total 100%

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GOOD LUCK AND BEST WISHES

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