Strategies For Chinese Tourists In Vietnam Souvenirs Development

Tourism in Vietnam has become an important industry to its economy development and the souvenir also plays an important role. One of the most significant factors in the promotion of Vietnam tourism is its tourism souvenir products. The growing of tourism souvenir revenue has brought significant economic benefits. Despite of the recent development, there are still several problems in the market of Vietnam tourism souvenirs, for example, the serious homogenization of tourism souvenirs, the absence of targeted production and promotion, as well as the low Specificity of souvenir brand and character. On the other hand, as a neighbor country of Vietnam, China has become one of the most important sources of foreign tourists for Vietnam. Chinese tourists have increasingly consuming demands about Vietnam tourism souvenirs, such as the high quality cultural attraction, and convenient and safe marketplace. Therefore, it is important and necessary to provide a deeper understanding the need of Chinese tourists in Vietnam’s tourist souvenirs.This paper investigates the requirement of Vietnam souvenir among Chinese tourists through field research and analyzed the properties of the current supply-chain of Vietnam souvenir in three items:quality, sales and legal guarantee during the procedure. Based on the above analysis, we find the dislocation between the supply of Vietnam tourist souvenir market and the purchase requirement of Chinese tourists. According to the promotion theory of4C (Custom, Cost, Convenience and Communication), we propose the development strategy of Vietnam tourism souvenirs. In summary, this work includes the following parts:First, Vietnam souvenirs, which are made by locally specialized materials, can reflect the characteristic of Vietnam and be concentrated in traditional culture. The tourism attractions are with a long history, including a variety of tourism resources and rich cultural heritage. However, it is still in the transition between the early and developed stages which exhibits the behaviors of the growth market:resource-oriented, low prices, poor design, handicrafts, rough packaging, national sentiment, the brand value has not received sufficient attention.Second, Chinese tourists have strong purchasing power and call for rational consumption for the tourist souvenirs. The souvenirs purchased mainly serve as gifts which have strong cultural traits, with fancy packages and high quality. The consuming process requires comfort and convenience. At the same time, information is easy to achieve from the Internet. Highly safe and secured stores and shopping malls are also influent factors.Third, the market of Vietnam tourist souvenirs is not sufficient to satisfy the needs of Chinese tourists. Vietnam tourism souvenirs design is lack of innovation, and the artistic is not good. The market is lack of management. Souvenir information as well as government guidance and security are insufficient. There are also many other problems which are unable to meet custom’demand for Chinese tourists and thus reduce the consuming demand of tourists.Finally, based on the supply and demand theory, we proposes some development strategies for Vietnam tourism souvenirs, including:integrating with cultural connotation and Vietnam tropical characteristics; adopting the pricing strategy associated with customers’demand, strengthening the construction of shopping environment, attaching to the network, advertising and other promotional methods, improving the guidance and service quality as well as other4C strategies; strengthening and establishing brand awareness, putting more affords in brand promotion and brand strategy.