| According to the World Tourism Council’s(WTTC)2018 Tourism Economic Impact Report,the direct and total contribution of tourism to Vietnam’s GROSS domestic product(GDP)is 5.9% and 9.4%,making tourism one of the key supporting industries for the economy.In 2019,Vietnam received about 18 million foreign tourists,up 16.2% year on year,among which more than 5.8 million were Chinese tourists,up 15.1% year on year.This is the second time that The number of Chinese tourists in Vietnam has exceeded 5 million,hitting a record high.China has also become the largest source of tourists to Vietnam.The Da Nang city government has attached great importance to the promotion and marketing of tourism.After several years of efforts,great progress has been made in the planning,development,protection and scenic spot management of tourism resources.Tourism revenue laid the foundation.These achievements also make more and more people pay attention to the development of tourism in Da Nang,and more and more scholars begin to study the future development of tourism in Da Nang.In this context,taking advantage of the overall positive development trend of Vietnam’s tourism industry,in view of the huge source of Chinese tourists,it is worth discussing and studying how Da Nang,Vietnam can seize the opportunity,vigorously develop tourism,and continue to develop the Chinese tourist market.The main content of this thesis is the research on China’s tourist source market in Da Nang,Vietnam.Based on the 7Ps marketing mix theory,this paper takes Da Nang,Vietnam as an example,introduces the inbound tourism market in Da Nang,Vietnam,analyzes the factors that affect the consumption of inbound tourism in Da Nang,and the problems existing in the inbound tourism market in Da Nang,Vietnam.Based on the SWOT analysis of inbound tourism market development in Da Nang,Vietnam,the analysis of Chinese tourists’ market research,and the analysis of Chinese tourists’ travel consumption behavior in Da Nang,a systematic and practical 7Ps combination strategy for tourism marketing is proposed,including tourism product development and design strategy,Tourism product pricing strategy,tourism marketing channel strategy,tourism promotion strategy,tourism personnel management strategy,tourism tangible display strategy,tourism marketing service process strategy,try to make up for the deficiencies in Da Nang tourism marketing.Finally,the implementation guarantee of the strategy is proposed from four aspects:professional talents,infrastructure,industry management and tourism platform. |
