Research On Vietnam’s Phu Quoc Island Tourism Marketing Strategy

Tourism marketing is one of the biggest factors that has impacts on thedevelopment of a tourism destination. But Phu Quoc Island tourism promotionactivities haven’t received the relevant investment as well as lacking of a wholemarketing plan and a marketing management agency. While its tourism developmentis just in the starting stage, establishing a sound marketing strategy will increase itspopularity, enhance its attractiveness and competitive advantage; simultaneouslyallowing Phu Quoc island to obtain, maintain and expand the market share.On the basis of researching related theories and actual statistical data; theapplying of the various scholars’ studies on tourism and learning from severalmarketing models that have been successful, I put forward some ideas about PhuQuoc Island tourism marketing strategy. First of all, this paper describes the currentsituation of Phu Quoc Island tourism, including tourism resources, technical facilitiesand human resource; then studies its tourism market, tourist characteristics with theirconsumer behaviors and market segmentation and positioning. After that, I use theSWOT method to analyzing and assessing the strengths, weaknesses, opportunitiesand challenges of Phu Quoc Island tourism. Finally, the last four chapters sequentiallydiscuss the four components of the Phu Quoc Island tourism marketing strategies,including creating the image of tourism destination, developing tourism products,establishing the product distribution channels, and designing a complete promotionalsystem.Studying and building Phu Quoc Island tourism marketing strategy will alsoimprove the development plan of Vietnamese Island tourism and establish the premiseof Vietnam island tourism’s brand. I hope this paper will provide a small contributionto that great purpose, and will provide Vietnam tourism marketing’s future researchwith some useful suggestions and guidance.