Tourism businesses struggle to compete
(VOV) - Trademark building is an important lever for the development of the tourism industry, but many local tourism businesses find themselves in a weak position to have a leg up on international competition.
It was not until 2006 that the tourism sector began realizing the importance of building brands and trademarks. Most domestic tourism businesses have made no mention of branding in their own development strategies and many still equate “branding” with the simplistic name, logo, and advertising conception. Only some successful companies like Saigontourist and Vietravel are industry outliers.
Saigontourist Vice Director Nguyen The Vinh says every brand is based on the quality of customer service. The company has tried its best to protect its reputation as a leader in serving customers. Saigontourist regularly sponsors its guides, drivers, and marketing staff to further their individual qualifications. Defending one’s reputation is all the more important than building it up in the first place.
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Institute for Tourism Development Research Vice Director Pham Trung Luong says only a few businesses perceive investment in trademark promotion as a decisive factor behind their success.
Among them Danang’s Furama resort is widely known to be on par with Quang Binh province’s Sun Spa and Nha Trang’s Vinpearland in this connection.
Vietnam’s marine tourism managers are taking the lead in developing brand names with assistance from experienced foreign partners.
However, Luong says current policies and regulations remain a stumbling block to many other tourism businesses as they are allowed to spend just 5 percent of their revenue on promotion and advertising. And most of them are small and medium-sized businesses
Vietravel Director Nguyen Quoc Ky suggests that they should join hands to bring into full play the huge potential of local tourism industry based on a strategic roadmap to build their own brand names and trademarks.