Tiếng anh du lịch Marketing plan for làng cổ Đường Lâm
VIETNAM NATIONAL UNIVERSITY UNIVERSITY OF LANGUAGE AND INTERNATIONAL STUDIES Facilty of English Language
REPORT OF ENGLISH FOR TOURISM FINAL ASSIGNMENT: SWOT, PEST ANALYSIS & MARKETING PLAN FOR DUONG LAM ANCIENT VILLAGE
Hanoi, May 2019 INTRODUCTION DUONG LAM ANCENT VILLAGE
Duong Lam is located on the bank of the Red River, 50km northwest of central Hanoi. The commune sits within Hanoi’s city limits and is very close to the historical city of Son Tay, Hanoi’s satellite city. The easiest way to get to Duong Lam from Hanoi is to travel via Son Tay.
Hanoi to Duong Lam by public bus Getting to Duong Lam from Hanoi by bus is pretty straightforward. First, you’ll need to get yourself from the Old Quarter (or wherever you’re staying) to My Dinh Bus Station, one of
Hanoi’s biggest bus stations located on the western side of the city. Bus 34 (from Hang Bong) terminates at My Dinh and will have the name lit up on the front . Tickets cost 7K VND. When you arrive at My Dinh, don’t go inside. Buses from Hanoi to Son Tay leave from out the front of My Dinh station. Just look for a city bus with BX Son Tay (BX stands for ben xe, or bus station) printed on the side. At least two different city buses do this route. We caught the 70B there, which cost us 20K VND per person. On the way back, we caught a different bus, the 20B, which cost us 9K VND. The 20B doesn’t go all the way to My Dinh but terminates in nearby Cau Giay. The final leg of the journey is from Son Tay to Duong Lam Ancient Village. There are local buses—the number 76 and the number 92—that go to Duong Lam via Son Tay Fortress. When we pulled into Son Tay bus station, there were a few taxis and motorbike drivers waiting in the yard. For ease, we decided to jump in a car. We ended up with a lovely driver who was happy to run the metre for us. It cost us 70K VND to get to the entrance of Duong Lam from Son Tay bus station. Hanoi to Duong Lam by car or motorcycle It’s a fairly straightforward 1.5 hour drive from Hanoi to Duong Lam via the QL 32 highway. When we travelled by bus, the roads were in relatively good shape and traffic wasn’t too heavy on a Saturday morning. If you do have your own wheels, you could easily combine Duong Lam with a visit to Ba Vi National Park, which is just 40 minutes’ west. Hanoi to Duong Lam by Grab or taxi If you prefer the air-conditioned comfort of your own private vehicle, you could take a Grab or taxi to Duong Lam. A Grab car from central Hanoi costs approximately 420K VND, and a Grab bike costs approximately 200K VND. A taxi might cost up to a third more on top of that, but you may be able to get a discount on a round-trip journey.
Orientation and getting around Duong Lam Once you pass through the first village gate, you’ll come to a main entrance point with a tourist house signposted on the left. Straight ahead, under the big tree, there’s a map attached to the wall with some of the main points of interest plotted out in Vietnamese and English. It’s not to scale, but it’s a good idea to snap a photo on your phone as you go by. If you continue walking, you’ll come to the main village square. There’s a large pagoda complex on the right, and a few old houses that have been converted into souvenir and snack shops. A few of them have bicycles for hire. There are general stores and little cafes scattered throughout the villages; if you want to grab an authentic snack, Duong Lam is known for its “chè lam” shaved ice dessert, locally made soy sauce, and sugar cane juice. After the main square, you’re on your own，looking out for any signposted old houses that we could go inside.
SWOT ANALYSIS FOR DUONG LAM ANCIENT VILLAGE 1.
Duong Lam takes benefits in term of natural, historical and cultural factors that are attractive tourists to visit here to
feel the peaceful rural scene in Viet Nam. a. Natural factors Geographical location Duong Lam is an ancient village located in outskirt of Hanoi. It takes only about one and a haft hour from Hanoi center to this area. Tourist can easily visit to Duong Lam by bus, car or motorbike. Landscape Duong Lam contains the characteristics of pure Vietnamese ancient village. It is very famous for ancient houses system. Nowadays, Duong Lam village still conserves about 800 ancient houses. Few houses here were built from 1803 and many other were built from middle of XIX century.
Around the ancient houses are the paths, green gardens with betel and areca trees. Around the village are banyan trees, village’s gate, rice fields, temple, and wells. All of them combine together and make an unique ancient village with the features of ancient Vietnam, a peaceful area that is very hard to find in the modern life of the cities.
This village also has a lot of ancient attractive architectures such as Mong Phu temple, Mia pagoda, Mong Phu gate....
(Mong Phu communal house) b. Historical value This is a famous place associated with many historical stories about two kings of Vietnam: King Ngo Quyen and King Phung Hung. Two of Vietnam’s kings, Phung Hung (761-802) and Ngo Quyen (896-944) were born in Duong Lam, giving the village its prestige. Both men led resistance wars against northern invasion and after winning national independence, were crowned kings. After their deaths, the local people built temples in their honor. Spiritual values: There are numerous of mysterious stories concerning Mia pagoda, people in here. c. Cultural factors Food: Duong Lam is famous for “Tương Bần” (soy sauce), “Bánh Đúc” (rice cake), peanut candy...
Friendly and hospitable local people is an important factor that attracts tourist to here again and again.
2. Weakness analysis a. The cost If tourist visits to this place, they have to pay much of money for service: a car rental a day (with driver) costs 650 000 VND; tip for the house’s owners 50 000 VND (at least); donate some money on the ancient house’s altar 20000-50 000VND). Besides, there are not transportation for visitors who come there by bus, but the bus station is too far from the village. So it is difficult for tourist to go around the village. Furthermore, there are not special souvenirs that is unique in this ancient village so local people cannot make well paid in tourism services. b. Real situation of tourism development
It has some shortcomings such as: There are not many typical highlights; foreign language ability of local people are still limited; the system of service equipment and human resources is lacking, not professional; skills to welcome guests are amateur; service - products are still duplicated; potentials that are not fully used; few outside investors participate in tourism development; The system of signs and boards to introduce the tour routes is not available; parking lots in some attractions are still narrow, public toilets are in poor condition. 3. Opportunities analysis In the 5-year period from 2012 to 2017, the ancient village heritage in Duong Lam welcomed and guided 55,000 domestic and foreign visitors to visit.
Many typical tourism products have been introduced to the visitors. There have been many reputable and prestigious brands such as Chicken Cane, confectionery candy, cucumber, some fruit and vegetable products. Tourism development in Duong Lam ancient village in the past time also received the attention of Japanese international cooperation agencies in Vietnam (Jica) and volunteers, as well as unit companies. Travel, Research Institute for Rural Industries. Duong Lam ancient village is being focused on investment for national tourism development. 4. Threats analysis Contradiction between protection and development is a big problem. Residents are also reluctant to restore their old houses to attract visitors because they have to abide by regulations of the management board of the Duong Lam village relics, as well as Viet Nam’s Law on Culture Heritage. The current environmental protection work in the ancient village is still limited, affecting the local tourism activities, needing local authorities and people to participate in overcoming, contributing to protecting the health of the community, enhance the value of monuments.
PEST ANALYSIS FOR DUONG LAM ANCIENT VILLAGE
1. Political Duong Lam ancient village - The land of two kings The Mong Phu communal house was built on the highest point of land at the center of Duong Lam village in 1684 in the reign of King Le Hy Tong. The architecture of the communal house is typical of the ancient Viet people. A wooden floor raised a certain distance above the ground, simulates the architecture of a stilt house. Duong Lam village is famous for temples and shrines worshipping royal personages. Duong Lam villagers are proud that this is the birthplace of King Ngo Quyen and King Phung Hung. The temple dedicated to King Ngo Quyen was most recently renovated during the reign of King Tu Duc from 1848 to 1883. King Ngo Quyen is famous for the battle on Bach Dang River against China’s Southern Han troops. The historic battle ended 1,000 years of Chinese feudal rule and established the Ngo Dynasty, giving the Vietnamese people a new spirit of self-reliance and independence. The temple worshipping King Phung Hung was built in Cam Lam commune where he recruited troops and rose up in arms in 791 to combat the domination of China’s Tang. King Phung Hung summoned troops here for training and began the uprising. After he died, the villagers built a temple right here. The temple’s precinct used to be very large with lines of big pillars. But during the resistance war against the French colonialists, the locals implemented a scorched-earth policy and the temple was damaged. It was later re-built.
2. Economy: Agricultural economy associated with trade Duong Lam ancient town currently has 5 villages with nearly 1,600 households, more than 6,000 people. In a place where people mainly live on agriculture for many generations, tourism development is considered a great opportunity in economic restructuring. However, after more than 10 years, Duong Lam was recognized as an ancient village relic, only 10% of people at this time did travel services. The goal of Son Tay town proposed by 2015 must be at least 45% of people doing tourism services, which means it has passed this milestone for up to 3 years but the target has only reached a small part. The transition from agriculture to tourism services is slow, stemming from two factors: local government support and people's activeness. Although Son Tay town has many programs to support people to do tourism, many people do not know how to apply in practice. In addition, people do not benefit from relics, so it is difficult to preserve and promote ancient village relics.
In the past years, Son Tay town as well as Duong Lam Ancient Town Management Board developed projects and support mechanisms, organized many training courses for people to make tourism services, build products for tourism, produce tourism products, take people to visit the models of village tourism, homestay tourism, facilitate capital support ... However, only a few families know how to welcome visitors to visit, eat or organize more some tourism products such as cooking experience, agricultural harvest, fishing, cycling to the ancient village. Left, many families are limited by resources, human resources and skills to make travel. 3. Social Called the Ancient Village but it is a gathering of 5 villages of 9 villages in Duong Lam commune, Son Tay town: Mong Phu, Cam Thinh, ...The younger generation is growing more and more and will be the main source of labor in society. so the growth rate will also increase rapidly. If you want to make a plan to develop Duong Lam ancient village in modern times, it is required, the younger generation must be the one who keeps and promotes the existing things so far. The changes in attitudes through each generation may have a little effect on what I'm doing. For example, referring to the directions of developing or developing a development plan for this ancient village, we will certainly receive support and understanding from younger generations rather than the older generation.The changes in attitudes through each generation may have a little effect on what I'm doing. Each generation's attitude and reaction will be different. The social health, education and mobility levels are quite good. These problems change and have a positive impact on people's perceptions and thoughts, especially young people. They absorb and receive sympathy in a positive way, changing their thinking much better than before. This is expressed through specific actions. They have taken more practical actions to prove that what they do is a meaningful and beneficial thing for society. Gradually change the thinking of those around them but still preserve and promote the inherent core values. These points will be different for different age groups. Social attitudes and taboos may affect our development plan in this ancient village. It will slow the progress of the project and may lead to a series of consequences affecting the timing and way of implementing the plan in the future. Religion and lifestyle affect the population very clearly. Almost all people in this village follow Buddhism so people will be affected by the Buddhist thinking, dogma and logic. 4. Technology
Though an agricultural country, Vietnam has also been beset by the rapid development of factories and modernization of lifestyles. However, the country has taken a firm stand against these modern trends, and has revised its cultural property protection law with strong hopes of relaying the rural spirit supporting the very foundation of the country to later generations. As the first case of application of the revised law, the Vietnamese government set out to preserve the rural ancient village of Duong Lam. At the same time, it requested Japan’s cooperation, to compensate for Vietnam’s limited experience in the preservation of buildings, and also because Japan has previously demonstrated its expertise in the preservation of Hoi An Old Town. Japan has agreed to the request and has launched a preservation project in Duong Lam. IV. MARKETING PLAN FOR DUONG LAM VILLAGE 1. Sustainable tourism development - Planning areas for tourism development. In fact, the planning of Duong Lam ancient village still has many shortcomings. Many modern high-rise buildings grow among old houses that lead to lose the ancient image of the village. This is also caused by disagreements between the opinions of local peoples and the leaders in the planning of villages, so it is necessary to invest in people in terms of awareness as well as money so that they can feel the benefits from the tourist job. - Attach economic efficiency to environmental protection: construction of public toilets and waste treatment systems. For the model of ancient village tourism development, the environmental protection is extremely necessary, so that visitors come here can feel the fresh air, the ancient beauty of Vietnamese villages. - Preserving the traditional values of ancient villages and developing a number of items that characterize Duong Lam ancient village to attract more times (creating valuable souvenirs to guide to high-end visitors instead of just selling items with little value for students). 2. Development of infrastructure and technical facilities for tourism - Infrastructure and technical facilities are a very basic factor, which plays a decisive role in tourists' choice of tourist destinations. What visitors first consider when deciding on the destination is the destination's ease, convenience and safety. - Currently there is a bus 92, 70 moving from Hanoi to Duong Lam, also a tram service, rental bicycles to move in the village. However, the distance from the bus point to the rental point is quite far. So the management of Duong Lam tourist site can design a model vehicle for this move. For example, on the way to the ancient village, there can be horse riding, buffalo riding ... 3. Developing high quality human resources for Duong Lam tourism - Train a team of professional guides, understand the cultural and historical values of the village, and especially have to communicate fluently in English. - Local sales people also need to know English, so that each citizen is a guide - Can cooperate with travel agents. At present, there are agents who organize tours to Duong Lam, but are usually free so local people and authorities do not get much benefit from this tourism development. 4. Encouraging advertising and marketing about ancient villages - Invest in advertising on the mass media, through social network, for example setting up a fan page on facebook, encouraging visitors to review their feelings on personal fb to attract their friends. - Organize more practical activities for visitors to participate in activities with local people. That not only helps visitors have interesting experiences but they also engage with indigenous people (this is one of the factors that attract tourists back next time). For example, growing vegetables, raising buffaloes...
- Beside, we can design some interesting activities to attract foreigners come back here again and again. For example, organizing the cooking “Che Lam” activity which not only encourage tourist to experience and know more about the daily work of local people but they’re also more interested in “Che Lam” products. V. DUONG LAM ACIENT VILLAGE PACKAGE TOUR Price: VND 600,000 Schedule: Hanoi - Duong Lam Ancient Village Transport: New air-conditioned vehicles Introducing Duong Lam Ancient Village Tour Duong Lam Ancient Village is one of the architectural complexes with bold Vietnamese culture, this is the oldest village in the North with a history of more than a thousand years of development. To enter the ancient village, visitors will pass through a gate made of wood typical of the northern village with a roof of a curved roof. The village has a closed structure with a main road, from which radiates to every corner of the village. Surrounding the village is a pond system, creating a charming landscape, and on hot sunny days, this pond system is the air conditioner that makes the atmosphere in the village much more pleasant. In the village, there are many old houses built with laterite and ironwood pillars, which make up ancient looks for Duong Lam. Coming to Duong Lam, visitors can also enjoy soy sauce - one of the traditional dishes of Vietnamese and ground candy. The soy sauce in Duong Lam used to store fish or meat will increase the flavour of fleshy and fatty for food. Time Activities 7h00
Take tourists to visit Duong Lam - a unique ancient Vietnamese village in the cultural space of Đoài where two famous kings were born in the history of the Vietnamese nation.
Go to Duong Lam.
Take souvenir photos at the banyan tree and the village gate - one of the most famous traditional Vietnamese village gates.
Visit Mông Phụ temple over 400 years old, Giang Văn Minh church and one of the number of old houses where you can view and take photos with the old rice mill, buy soybeans, buy Chè Lam and enjoy lunch in the traditional home made from wood and laterite.
Visit more ancient houses on the way to visit Mía pagoda - famous pagoda in Đoài
Playing folk games.
From Mía pagoda, take a car to visit Dinh temple, worship Phung Hung, and Ngo Quyen mausoleum
Back to Hanoi. End tour.
This tour include: 1. Modern air-conditioned cars are new 2. The main meal according to the program, the norm of VND 120,000 / person / meal. 3. Attractions tickets at the tourist destinations in the program. 4. Travel insurance throughout the route with a maximum compensation of VND 10,000,000 per person. 5. Mineral water and cold towels on the car, 1 bottle, 1 towel / person 6. Tour guides are enthusiastic and explain the route, serve the group according to the program. Word count: 3407 words --- THE END---