Du lịch trực tuyến và những xu hướng mới của hoạt động marketing du lịch

NGHIEN CIJU-TRAD DOI<br /> <br /> <br /> <br /> <br /> Du Ijch tru'c tuyen va nhffng xu hu'dng<br /> m6i cua hoat dong marketing du Ijch<br /> • TS. HO A N G VAN THANH c h u y e n n g a n h ve cdng n g h e DN t h o n g qua cac cong cu xiic<br /> Trtfdng Dai hpc Thtfdng m a i t h d n g tin - truyen t h d n g thi du tie'n ".<br /> lich la m p t trong n h d n g n g a n h O Viet Nam, cac DN trong<br /> d n g d u n g cdng n g h e t h d n g tin n g a n h k h a c h s a n , du lich cd the<br /> u lich trtfc tuye'n c h a m n h a t trong ca ntfdc. Mac a p d u n g m p t sd h o a t dpng sau<br /> <br /> D k h d n g cdn la m p t<br /> k h a i n i e m qua xa la<br /> vdi n h d n g ntfdc cd n e n du lich<br /> du vay, sil xua't h i e n ngay cang<br /> n h i e u t r a n g web du lich t n i c<br /> tuye'n cua Viet Nam cung da<br /> de' ddi mdi e a c h lam ciing nhil<br /> n a n g cao hieu qua cua cdng tac<br /> m a r k e t i n g trong tinh hinh mdi.<br /> p h a t trie'n. Cac website ve du c h d n g td stf n a n g d d n g va c a p 1. Marketing dien td<br /> lich trtfc tuye'n cung c a p cho du n h a t cua cac DN ntfdc n h a .<br /> Quang cao trang ldn (trpn ven<br /> k h a c h t h d n g tin ve k h a c h s a n , Trong so n h d n g t r a n g web va<br /> t r a n g m a n hinh) ddpc xem la<br /> n h a h a n g , cac die'm t h a m quan dien d a n du lich tnfc tuye'n p h d<br /> m d t phtfPng p h a p thich hpp va<br /> va vui chdi gidi tri, cac die'm m u a bie'n d ntfdc ta nhtf<br /> h i e u qua trong viec thiic day<br /> sdm va nhieu thdng tin cdn thie't tftravel.com.vn, web du lich.com,<br /> n h d n g t h d n g diep quang ba va<br /> k h a c ve tuye'n - die'm de'n. ttvnol.com..., travel.com.vn cua<br /> n h a n d a n g thddng hieu tnfc<br /> Thdng qua cac trang web du lich Viettravel ddpc d a n h gia r a t cao.<br /> t u y e n . Nhdng s a n g kie'n khac la<br /> trtfc tuye'n, k h a c h h a n g cd t h e T r a n g web n a y da dtfpc Alexa<br /> phtfPng p h a p " p h a n hdi vdi tdng<br /> tim hie'u thdng tin, d a t cho hay (mpt trong n h d n g t r a n g web<br /> cu n h a p chupt" (PPC - pay - per<br /> t h a n h lap n h d m ciing sd t h i c h thd'ng ke va xe'p h a n g h a n g ddu<br /> - click) va lien ke't vdi b e n thd<br /> de' di du lich. Du lich trtfc tuyen the' gidi) dtfa vao top 500 nhiing<br /> b a . Q u a n g b a t h d n g qua viec<br /> khdng phdi hinh t h d c di du lich website h a n g dau Viet Nam va la<br /> t h i e t ke n h d n g td k h d a tim kie'm<br /> qua m a n g m a la m d t each de' du website duy nha't vd du lich. thich h p p trdng cac chie'n dich<br /> k h a c h c h u a n bi trtfdc chd m d t<br /> I. Xu htfdng m d i c u a h o a t PPC da giup cac Cty tang dtfpc<br /> chuye'n di t h a n h cdng.<br /> dpng m a r k e t i n g t r o n g n g a n h sd' lifpng va c h a t Itfpng cac giao<br /> Du lich trtfc tuye'n trong khu du lich dich thtfc h i e n t r e n trang web<br /> vdc t a n g trtfdng n h a n h c h d n g Ddng tru'dc stf t a n g trtfdng cua h p , trong khi cac dddng ket<br /> trong n h d n g n a m cud'i cua t h a p m a n h m e cua h o a t ddng du lich nd'i de'n n h d n g t r a n g web dinh<br /> ky nay. Td 2 0 0 6 de'n 2 0 1 0 , thi t n i c tuye'n, linh vtfc m a r k e t i n g sdn lai rat cd hieu qua trong viec<br /> tnfdng An Dp dtfpc dtf d o a n t a n g cung khdng the' ddng ngoai cudc. tim kie'm n h d n g giao dich mdi.<br /> trtfdng binh quan 2 7 1 , 6 % / n a m , Hiep hdi marketing va b a n h a n g Cac t r a n g web difpc thie't ke nhtf<br /> trong khi tdc dp gia t a n g cua thi trong n g a n h k h a c h s a n qud'c te' m d t nguon thdng tin ve cac hoat<br /> trtfdng Viet Nam la 2 0 2 % , cua ddng, cac diem ha'p d a n , b a n do<br /> (HSMAI) da thdc hien nhidu cudc<br /> Indonesia va Trung Qudc ldn Idpt va htfdng d a n du lich tai diem<br /> nghien cdu va xuat b a n nhieu a n<br /> la 8 3 % va 70%. t h a m q u a n de thu h u t n h d n g<br /> p h a m cd lien quan de'n van dd<br /> k h a c h h a n g mdi. Ben c a n h do,<br /> Tai Viet Nam, viec d n g dung n a y . Gdn day, HSMAI d a tie'n<br /> viec cung cap n h d n g thdng diep<br /> cdng nghe thdng tin trong m u a h a n h mdt cupc didu tra m a n g ten<br /> thich h p p va cd n h a n h d a cd the<br /> b a n tnic tuye'n ndi chung va du "Nhdng chie'n dich m a r k e t i n g<br /> l a m t a n g lildng k h a c h h a n g<br /> lich trtfc tuyen ndi rieng cd xua't ROI (return on i n v e s t m e n t ) va<br /> chuye'n sang t d n h d n g trang web<br /> p h d t die'm r a t tha'p. T h e o m d t b a n h a n g hieu qua nha't trong<br /> k h a c . Viec xac dinh t a p k h a c h<br /> cudc k h a o s a t k h d n g chinh t h d c n g a n h k h a c h s a n , du lich: td'i d a<br /> h a n g tiem n a n g dilpc thtfc hien<br /> mdi day ctia n h d n g cd q u a n h d a d o a n h thu va h i n h a n h ciia<br /> 6 I THUONG M4I So 20/2010<br />  NGHIEN cuu-TRADDOI<br /> <br /> <br /> cdng chung kha nang tap trung<br /> hdn vao nhdng thi trtfdng quan<br /> trpng nha't cua Cty va quan he<br /> cdng chung trtfc tuye'n da dtfpc<br /> chdng minh la rat cd hieu qua.<br /> Viec dinh vi lai thtfpng hieu dtfpc<br /> thdc hien bdng each tap trung<br /> vao nhdng thi trtfdng muc tieu vd<br /> mat dia ly nham thilc hien<br /> nhdng muc dich cu the'. Nhdng y<br /> kie'n phan hdi cua khach hang<br /> va cac bai bao cd lien quan de'n<br /> cac san pham ddpc dang tai tren<br /> trang web chinh thdc. Nhdng<br /> thdng tin nay, sau dd lai ddpc<br /> gdn vdi nhdng cdng cu tim kie'm<br /> de' khach hang tie'p can dtlpc sau<br /> hdn va nhidu chieu hPn vdi Cty.<br /> dtfa tren tieu chi nPi Itfu tni va tnic tie'p truydn thd'ng (phi tnic 4. Bdn hdng thed nhdm<br /> thdi quen tnic tuye'n. tuye'n). Trong khi nhdng tap gap<br /> Nganh khach san, du lich da<br /> 2. Marketing trdc tie'p (trdc dtfdc chuyen tdi tan nha khach<br /> btfdc vao mpt giai ddan ma d do<br /> tuye'n vd phi trdc tuyen) hang qua dtfdng btfu dien da<br /> nhdng ngtfdi td chdc sil kien<br /> Vdi marketing trtfc tie'p ddpc chdng td sil hieu qua trong vide<br /> trdng dpi nhdng dich vu bd sung<br /> thdc hien theo kieu trtfc tuye'n, gidi thieu cac hoat dpng cd tinh<br /> va dich vu ban hang dtfpc ca<br /> cac chie'n dich quang cao chie'n mua vu, cac sd kien hay cac<br /> nhan hda. Cac Cty tie'p can ban<br /> thuat thdng qua thd dien td ro chien dich quang cao thi nhdng<br /> hang theo nhom va ddn ddt xu<br /> rang la mdt trdng nhdng phifdng la thtl dtfpc ca nhan hda cao va htfdng giai tri thdng qua cac<br /> thdc hieu qua nhat sau thtf tin khdng qua tdn kem ciing da dem nha td chdc sil kien, ca chuyen<br /> dien td, vdn dtfpc sd dting rpng lai nhdng ke't qua tich ctic. Cac nghiep va khdng chuyen<br /> rai trong cac chien lifpc ve quan Cty cung khuye'n khich khach nghiep, gdi nhdng thong diep<br /> he khach hang. Ndi dung thdng hang hien tai dat cho bdng viec dien td met each dinh ky va ca<br /> diep dtfpc ca nhan hda cho lien lac vdi hp ngay sau khi hp n h a n hda de'n nhdng khach<br /> nhdng dd'i ttfpng khdc nhau va dat chd cho chuye'n di nam tnldc hang tidm nang, ke't hpp vdi cac<br /> gdn vdi nhu cdu cu the' cua hay thie't lap mdi quan he vdi dd'i tac khac trong nhdng<br /> khach hang. Cac Cty cung day cac Cty khac de day manh vide chuye'n quang ba Itfu ddng de<br /> manh marketing kieu virus tiep can vdi gidi truyen thong va gianh dtfdc nhdng khach hang<br /> thdng qua cac ke't ndi dang "hay chia se nhdng chi phi quang ba. mdi va nhdng mo'i»quan he ldn<br /> chuye'n thd nay cho ban be" hay 3. Quan he cdng chung hdn vdi nhdng khach hang hien<br /> thtfc hien nhdng cupc khao sat<br /> Trong mpt so trtfdng hpp, cdc tai tren cung dia ban; thie't lap<br /> nho nhd, trong dd dda ra 3 hoac<br /> phtfPng tien truydn thdng truydn md'i quan he vdi ben thd ba<br /> 4 cau hdi cho cac khach hang<br /> thdng cd the thich hpp treng khi cung cap dia die'm td chdc hdi<br /> tidm nang de' tim hie'u ve sd<br /> d nhdng trtfdng hpp khac, cac thao va cac trang web dat chd<br /> thich ciia hp. Mdt dpng thai<br /> kenh truyen thdng hien dai cd du lich nhdm, lien ke't vdi<br /> khac la tham gia cac nhdm<br /> the trd thanh phtfdng tien chu nhdng trang web cdng ddng phd<br /> thd'ng ke sd heu de tang ctfdng<br /> yeu. Trong phdn ldn trifdng hpp, bie'n de cung dng nhdng dich vu<br /> ngudn dil lieu dien td.<br /> hai loai cdng cu nay dtfpc sd dat chd trdc tuye'n, cac nghien<br /> Cac tap gap hay btfu thiep la dung ke't hpp vdi nhau. Tren cdu tai dia phdPng va ban dd<br /> nhdng cdng cu dtfpc ila thich thi/c te, mang Internet da cung vdi cac cong cii mang Iddi<br /> trong cac chie'n dich marketing cap cho cac chuyen gia quan he xa hdi...<br /> THU0NGM4I So 20/2010 I 7<br />  NGHIEN cuu-TRAD DOI<br /> <br /> 5. Qudng cdd (phi trdc Hddng tie'p can<br /> tuye'n) nay co the' kich<br /> Linh vdc quang cao phi trdc hoat he't nhdng<br /> tuye'n bao gdm nhdng chie'n tidm nang cua<br /> dich quang cao chie'n lildc va cac hoat dpng<br /> chie'n thuat. Ta't ca nhdng marketing.<br /> qudng cac kie'u chie'n thuat H. Bai hoc tuf<br /> ddpc thdc hien trong ngdn han Thai Lan<br /> trdn cac td bao dia phtfdng Td nam 2008,<br /> trong khi cac chie'n dich qudng cd quan qudn ly<br /> cao chie'n Itfpc tap trung vao du lich Thai Lan<br /> viec phat trie'n hinh anh va TAT da tie'n hanh<br /> nhan dang thdng qua nhieu leai nang cap chie'n<br /> phtfdng tien truyen thong khac dich marketing<br /> nhau. Nhdng phtfPng phap cdn trtlc tuye'n htfdng vao du khach rieng cho chi em phu nd.<br /> lai la sil hpp tac vdi cac Cty nd tren tean the' gidi vdi khau TAT cd ke heach tie'p can<br /> khac de' chia se ngudn thdng tin hieu:" Danh rieng cho chi em: khoang 1 trieu khach hang nd gidi<br /> ve khach hang quen nham nang Thai Lan - Thien dddng cua nd thdng qua dtf an nay, tap trung<br /> cao sil nhan thdc va tang ctfdng gidi". Chie'n dich nay nhdm vad cac chie'n dich marketing<br /> he dd lieu ve khach hang ma mijc dich tac ddng nhieu hdn nhom, vdi mijc tieu thu hut<br /> khdng phai bd them chi phi, tdi dd'i ttfpng khach du lich la nhidu du khach nd hdn nda tdi<br /> quang cao ngoai trdi (poster, nd gidi khie'n hp chpn Thai Lan vtfdng qud'c nay cung nhtf dinh vi<br /> hinh ve tren xe buyt, bang tin lam die'm de'n trong chuye'n di Thai Lan nhtf la met trong<br /> va cac tram thdng tin) hay cac ciia minh. nhdng diem de'n hang ddu the<br /> chie'n dich nghien cdu thi Khau hieu ma nganh du lich gidi danh che du khach nd.<br /> trddng... Cty cd the' ddng gdp Thai Lan dtfa ra the' hien ddpc Vdi chie'n dich nay. Thai Lan<br /> phdn thifdng treng cac chtfdng tat ca nhdng yeu cau va san dang chdng td "vung da't cua<br /> trinh truyen hinh ciia cac dai pham dac trtfng danh cho phu nhdng nu ctfdi" dang mud'n lam<br /> dia phtfdng nhtf mpt phtfdng nd d Thai Lan, bao gdm chPi mdi minh, hddng tdi muc tieu<br /> thdc qudng cao rdng rai hieu golf, mua sdm, spa va lam dpp, p h a t trien hdn nda nganh du<br /> qua nhat. phong nghi vdi nhdng trang thie't lich qud'c gia. Tren khia canh<br /> 6. Cdc chien dich hdn hdp bi danh rieng cho nd gidi... du lich, Viet Nam va Thai Lan<br /> Lien ke't ngay cang trd nen Nhdng san pham nay dtfpc ke't cd nhieu die'm ttfdng ddng. Tuy<br /> quan trpng dd'i vdi nhdng ngifdi hpp theo yeu cau cua tdng khach nhien, Viet Nam vdn di sau<br /> lam marketing, dem lai cho hp hang va chi danh cho dtf an nay. Thai Lan hang thap ky trong ky<br /> kha nang difa ra nhdng thdng Sdn pham dtlpc cung dng se cd nghd lam du lich. Bai hpc td<br /> diep dinh ky thich hpp. Khi ke't gia thap nhat so vdi cac childng Thai Lan se la sd tham khao<br /> hdp vdi nhau, cac chdc nang trinh xdc tie'n ciing loai d mdt so hdu hieu de du lich Viet Nam<br /> marketing trtfc tuye'n va phi tnic ntfdc. Theo TAT, khach hang tid'p can vdi nhdng each lam<br /> tuye'n cd the' dtfpc dieu khie'n muc tieu cua hp dd'n td Nhat mdi, hddng tdi nhdng thi trddng<br /> mdt each thanh cdng de' thu hut Bdn, Hdng Kong, Singapore va mdi vdi hy vpng dat dtfpc nhidu<br /> va gid chan khach hang. Viec khu vtfc Trung Ddng. thanh tilu mdi, to ldn hdn nda<br /> phd'i hpp mdt each hieu qua met Ben canh dd, nhidu hoat treng tildng lai •<br /> chie'n dich tnic tuye'n (website ddng marketing trtfc tuyen khac<br /> va thtf dien td) vdi mpt chie'n Cling dilpc thilc hien nhdm Tai lieu tham khao<br /> dich phi tnic tuye'n (quang cao htfdng tdi va qudng ba che chie'n - http://www.imediaconnection.com/<br /> bdng in an, gdi thtf tnic tie'p dich nay. Chung bae gdm qudng - http://www1.thanhnien.com.vn<br /> Cling vdi gpi dien thoai ca nhan) cao thdng qua cac banner, tai - http://www.eyefortravel.com<br /> la met vi du rd rang nha't. trp email cho cac website danh - http://www.traveldailynews.com<br /> 8 I THUONG M4I So 20/2010<br />