Emerging Issues In Hospitality And Tourism: Vietnam Market Insights Essay.

Describe the Emerging Issues in Hospitality and Tourism.

Danang city

Tourism forms to be an important market and forms to be one of the effective parts of Vietnam market.  The latest market research describes the market performance, aviation, consumer insight and distribution. Tourism in Vietnam forms to be an important component contributing around 6.6 percent to GDP. In 2016, Vietnam welcomed 10 million international guests. It represented a 26% increase from the previous year.  Popular destinations include Hanoi, Ho Chin Min City, and Danang etc (Vietnam. 2017). The wildlife is one of the unique features adding to the interest in the country’s tourism.  Despite of the global challenges Vietnam tourism is supported with an increase in total number of tourist every year. The growth is seen due to various key emerging markets that include Asian market which is considered to be one of the important contributors to Vietnam tourism.  Worldwide tourism campaign has attracted a large section of the world. Campaign invites people from around the world.

Danang city is the third largest city in terms of urban population.  It is the commercial and educational center with an accessible port. Danang is listed as the first class city and has a higher urbanization ratio.  The tourism sector is a vital part of the Danang Economy. Its proximity to the UNESCO World heritage site has helped in attaining efficient place in the tourism industry (Vietnam. 2017).

Largely ignored over the couple of years the retirement tourism is gaining attention. It has become a topic of interest for the public. The world wide ageing population has resulted in an increase number of retirees.  The tourism department sees this section as an important niche market. The report provides an insight into the particular market. There is a visible increase in tourism activities in the section creating ample of opportunities for the local market (Holloway, 2009). There is a growing trend of grey nomads which is defined as a highly visible group that travel through four wheels drives, or drive their motor homes, along the city roads and regional highways. The report primarily focuses on the growing trends among the senior citizens to travel across globe. This particular section requires special attention in terms of growth. The report suggests the important aspects of retirement tourism and the growth that can be expected in coming years. This section of the society has been ignored for a long time. The report enquires the challenges faced by this section and deploys effective measures to attain desirable profits (Retirement Tourism, 2017).

Retirement Tourism

Tourism is one of the significant industries in Vietnam. It generates revenue for localities and contributes approximately drastically to the Vietnamese economy. Critically helps in funding projects related to the economy. They focus on creating policy framework related to economic development. The Vietnam tourism is providing ample of opportunities to the tourist and the local market to develop them. The main purpose is to increase contribution of tourism to GDP by as much as 50 percent. The digital transformation has a capacity to evolve overall interest of the local Vietnam market. Tourism 2020 has a projection to evolve the national long term tourism strategy.  The indigenous culture and diverse population has created plentiful opportunity for the country.  Improvement in quality, product choice and well developed infrastructure has created various opportunities for Vietnam tourism.

The economy of Vietnam has transformed itself from an agrarian economy to service economy.  The Tourism industry is employing a large section of the Vietnam economy.  The Government has identified the four key actions like:

• There is a necessity to improve recruitment and retention for the industry.
• It is necessary to enhance regional workforce planning and development.
• To identify education and training gaps and potential mechanism to address the issues.
• To facilitate workforce mobility and to expand the traditional workforce (Retirement Tourism A Good Idea That Needs a Little Tinkering. 2017)

According to OECD the tourism industry is a strong provider of employment opportunities for an average of 5.5 percent of the total employment in OECD.  This sector will continue to experience a long term sustainable growth in coming years. The shortage in this sector is seasonal a continual in nature. The industry is consistently contributing mainly to the small and medium sized enterprises.  The government has developed an effective strategy to promote employment in the region. As per the recent research there will be an increase in 65 years olds than 1 year olds.  By 2020 most of the baby boomers will have retired while generation Y will dominate the employment.  In such a situation there will be an increase in the total amount of investment in the travel. In the recent era there has been a change in the overall spending in tourism industry. There will be an increase in the expenditure due to growth in the particular sector. This will help in gaining a considerable section in the society. In the recent time period it is seen that the amount of expense in the domestic tourism will take over. This sector is important from the point of view of growth. If given special attention, this sector will see a considerable growth in coming years(Tourism 2020. 2011).

According to the research made by the World Tourism Organization there will be an increase in the number of elderly tourists. There will be a change in the form of tourism from active vacations to experience based tourism.  In coming years there will be an increase in the overall demand of the segment of tourists over the age group of 55 years.  There will be a higher demand in terms of quality and sophistication.  There is a growth in environment sustainability and issues.  The behavior of an individual is heavily influenced by the socio-demographic context. The primary reason behind tourism is leisure, travel and vacation etc. The total duration of trips has tended to decrease from 2 weeks to 1 week (Australia?in?2020:?A?Snapshot?of?the?Future. 2017).   The duration of trip is longer in case of adults. Hence it is recommended to adopt offering in a manner that helps in effectively attaining the result.  The aging population will increase with the time creating more opportunities. Thus it is essential for senior citizen to develop an effective procedure to reach the result. There is a necessity to develop a theoretical conceptualization to make an appropriate conclusion relevant to the fundamental.  Senior tourism is a section that is not given importance in the tourism industry. The importance of Senior citizen is determined through the process of ageing.  This is due to the improvement in the economic status.  Unprecedented changes in the demographic structure have allowed a shift in the overall market structure.  An increase in the life expectancy has contributed towards the shift in the overall tourism structure. The baby boomer generation forms to be an important part of the mature population

Tourism scenario in home country

The purpose of the brand is to provide an effective communication strategy. It includes all the strengths and association composed to develop as a distinguished brand.  Vietnam vision is to be the most desirable and memorable destination on earth. For the purpose they are inviting the world to experience exquisite culture and quality. There personality is o describe the human characteristics that associate with the brand.  The brand positioning statement helps in establishing effective guidelines to communicate with the audience in order to strengthen the relation. This will effectively helped in accelerating tourism.

The purpose of the brand is to provide an enthralling experience to the domestic and international tourist. This will help in increasing contribution towards the GDP. Despite of the global challenges Vietnam tourism is supported with an increase in total number of tourist every year (Alén, Domínguez, Losada, 2012).

These are the essential parameter that helps in making decision regarding the overall market structure. These are the basic requirement that helps in ascertaining the cost related expenditure in the field of tourism. The basic requirement for making an expense in the field of tourism marketing is necessary to analyze the total amount of investment requires (Nimrod, 2008).

Cost is one of the most important factors analyzed while calculating the total travelling investment. It is however important to analyze total cost included in establishing effective result. To be successful in the market it is important to be priced accurately and competitively.  This requires a clear understanding of individual cost included and its impact on the total product price.  There are certain factors that influence the pricing:

Seasonality – there can be fluctuation in business between high and low seasons.

Operating cost- This cost includes total general overheads, promotion, labor cost etc that varies depending upon the business.

Competition- there is a huge amount of competition influencing the price of the product.

Demand- it is generated through the existing and potential customers.

Danang is the coastal city & the third largest city in Vietnam. Security and safety is given utmost priority in. The primary focus is to provide assurance to the tourist by covering wide range of issue a traveler face. The safety and security system in Danang tourism will proactively ensure that nobody suffers. Tourism is a global phenomenon and it has become important for an individual entity to be given protection against any issue.  While providing tourism facility to the retiree group safety is the most important focus. The local government and authority has ensured that the travelers do not suffer due to any nuisance at the local level (Economic development. 2017).

Need of Retirement’s tourism in prospects of employment and development of the region

Infrastructure plays a major role in meeting the needs of tourists coming from abroad.  Infrastructure at a place helps in providing effective services to the tourist. It is desirable to provide an effective infrastructure so that they can travel in a smooth manner. In the recent time there is an improvement in the infrastructure. This will however help in improving the total number of tourists to the country. There are effective medical facilities that are provided by the local amenities center. This will help in ensuring an easy stay of aged travelers. In case of any emergency situation effective health solutions are provided by the local authority. Infrastructure plays an important role while travelling to an unknown country (Patterson, 2006). The local government provides variety of facilities in order to ensure tourist safety.  All the essentials required while travelling are provided well in advance so as to ensure the safe stay of tourist.

There are lot many attractive destinations in the state of Danang that will ensure a memorable stay. In order to put everything together the state has top attractions that include striking spaces, state of the art museum, heritage sites and unique wildlife. These places are a mix of authenticity and familiarity for the tourist.  It is located encircled by 100 km of numerous UNESCO World Heritage Sites that includes Imperial City of Hue, the Old Town of Hoi An, and the My Son ruins. These authentic sites provide a memorable experience to the aged section.

The state is connected properly through the different mode of transportation facility.  Bus, rail and air connectivity is provided to the passengers travelling in Danang. Economic and cheap tickets facilities are provided to the tourist. The tickets suits to every pocket tourist travelling to the state of Danang. The main purpose is to provide smooth commutation facilities. Tourist attraction places are easily accessible through local commutation facilities. Local cabs can be used by the tourist to commute in the state. This has however helped in a smooth commutation facilities in the state (Williams and Hall,2002).

This facility is provided to the tourist who wishes to provide local services in the state. This is to provide them with a facility to help those in need.  If an individual wish to provide service to the local community in that case they are allowed to give facilities in an effective way. This section of the tourist industry believes in contributing to the social services. There is social services organization that requires a contribution from the people.  The State government welcomes any such contribution made by an individual (Casado-Díaz, Casado-Díaz and Casado-Díaz, 2014).

Synergies of retirement tourism

Victoria Park is home to more than 4300 varieties of native plants and 948 native animal species.  The local parks include a wide range of habitat. Some plants are unique in the local area of Victoria that forms an important part to Tourist attraction. The wildlife population is dynamic and all the important decisions relevant to natural flora and fauna are undertaken with a purpose of balancing sustainable living. Botanical gardens and wildlife are an important part of tourist attraction (Janoschka and Haas,2013; Native  plants and animals . 2017).

Danang has an abundant culture that includes art, culture and places of tourist interest. The localities are helpful to provide services to the tourists.  The streets and landscapes provide a special connection to different cities. This has however helped in managing the local tourist attraction in an effective manner.  The local customer services are effective in providing helping hands to those in need. This has become important for the individual travelling especially to the retiree section. They need special care and attention as compared to the others. In such an environment it will be helpful in meeting the requirements of the tourist in a much needed manner (Mok, Sparks and Kadampully, 2013).

Cost competitive is necessary to make comparison on different States. It is important to evaluate from the tourist point of view. This will provide both the marketers and the tourists to analyze the local area. It is advised to the tourist to compare the benefit derived from travelling to the state. This will eventually provide with an insights. The local government should develop effective promotional schemes to attract the tourist across the state.  The overall purpose is to attract tourist from the domestic and international market.  Danang is one of the convenient and easily accessible markets in order to travel. There are many restaurant chains that fit to every pocket. Cost wise Victoria is one of the most convenient an easily accessible for the international tourists (O'Reilly, 2007; the cost of travel in Australia.2014).

Core benefit- The core benefit of the aged tourism is to increase various opportunities. The core benefits of a product are relevant to the facilities that are necessary looking onto the demand of the customers.

Basic product- the basic product is the cultural and recreational tourism in Victorian city. It will provide the tourists with the facilities as per their necessity.

Expected product- the aged tourism is still an untouched sector. There is a lot of necessity to form policies and facilities for the aged tourism. In the coming years there will be an increase in the appropriate sector.

Country brand image

Augmented product- there is a necessity to facilitate products at a cheaper rate. This will increase the number of tourist in the Victorian State. The state is already famous among Youth. Changes need to be implemented in order to attain significant changes (Dwyer, Forsyth, Spurr and Hoque, 2013). 

Potential product- the potential product required in the market is the cultural market. This will ensure tourism facilities for aged population. In the coming years there will be an increase in the particular sector. Hence it is recommended to facilitate an effective growth (Kulendran and Dwyer, 2009).

Resonance- online promotion, social media networking

Performance- market position, core competency

Feeling- adventurous, recreational

Salience – highly affordable, popular

Imagery- easily accessible, expensive tickets and accommodation

Judgment- welcoming local people 

The Victorian market is important to be targeted from the point of view of tourism. It is expected that the local Victorian population above the age of 60 by 2021 will form a major section. In such a situation it is evident for the markets to focus on the Victorian State. By focusing on a particular state the government can earn sustainable profits (Pearce, Murphy and Brymer, 2009).

There are lot many opportunities from the local Victorian market in order to meet the local needs. In such a situation it is evident for an individual to evaluate all the necessary information in order to proceed.

The two major competing destinations in the state of Victoria are as follows:

This suburb area is famous in Australia for the purpose of travelling. The modern city is known for the exquisite location. These places are mostly travelled by the domestic and international tourists.  Tourism in Melbourne is one of the significant industries. The major attraction includes spectator sports, art, live music, festivals and fashion events. In 2008 Melbourne exceed the total number of domestic tourists as per the per capita?  The state has most popular sites those attaacts tourists across the globe (Black and Crabtree,2007).

It is the port city located in Victorian state. It is the second largest city in the state after Melbourne. There are diverse ranges of tourist attractions in the city. The region is almost overcrowded with tourists during the summer months and into early autumn. Tourist destinations comprise: Adventure Park, Aboriginal Cultural Centre, botanical gardens etc.

The State should make improvement on various locations to attract more aged tourist around the world. In terms of positioning there is a necessity to evolve effective strategies so that the future standpoint increase, in coming years there will be an increase in aged tourism. In such a condition positioning the state according to the individual needs and requirement will develop ample of opportunities for future.  There is a necessity to develop effective positioning structure to meet the requirement of the particular section of the tourist. There is a visible increase in tourism activities in the section creating ample of opportunities for the local market (Dwyer, Forsyth, Spurr and Hoque, 2013).

Minimum Market Requirement (MMR) and Keller’s Brand Pyramid

Vietnam has developed itself as a tourism brand in the recent years.  In such a condition it is required to position the product in an effective way. This is however important for an individual to recognize the appropriate brand in the market and to sell the product according to the particular market.  On a long run it is important to develop effective tourism marketing strategies to meet the targets.

Vietnam is known across the world as one of the most appropriate tourism brand. Vietnam tourism is supported with an increase in total number of tourist every year. There will be appropriate advancement in the local tourism in brands like adventure, cultural tourism and recreational travel. They form to be the three of the most important brands of tourism in Danang.

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