D~I HQC QUOC GIA HA N()I

TRUONG D~I HQC KHOA HQC

xA H(>I VA NHAN VAN

P~NGQCDIBP

-·-·-- ...-·-·

_._

MOT
SO GIAI PHAP THU HUT KHACH DU LICH
•
•
HAN QUOC DEN VI¥T NAM
'

X.

X.

-..

CHUYEN NGANH: DU LfCH

(CHlflJNG TRiNH DAO TJO THi DIEM)

.


3 . Mvc tteu
tt;m V\1 ngh'"
ten cuu
4.B6i tuQTig va ph~m vi nghien cliu ........................................................................... 8
5. Phuang phap nghien cliu ......................................................................................... 9
6. K~t cAu cua Luan
. van .............................................................................................. 9
' gop
' cua
• Lu~n
" van
~ ......................................................... . 9
- d'tern ma't• va' dong
7 . Nhung
CHU'ONG 1: CO Sd LY LUAN vE HOAT B
3.2.4. Cac giai phap kh[lc .......................................................................................... 91
3.3. M9t s6 ki6n nghi ..................................................................................................... 92
3.3.1. Ki6n nghi v6i Chinh phLL ................................................................................ 92
3.3.2. M9t s6 ki~n nghi kh{lc ..................................................................................... 93
Ti~u k~t Chuang 3 ......................................................................................................... 94
KETLUAN ··················································································································· 95
TAl LIBU TI-IAM KI-IAO ····························································································· 97
PHlJ Ll)C ...................................................................................................................... 99

2


DANII Ml)C cAc CIIUVIET TAT

AKC

ASEAN - Korea Centre
Trung tam ASEAN- Him Qu6c

ASEAN

Association of South East Asia Nations
I!i¢p h9i cac qu6c gia Dong NamA

GMS

Greater Mekong Subregion
Tidu vimg Mekong nu} r(jng

KNTO


B~mg 2.4. D(> tu6i cua thi trucmg gui khach Him Quf>c ........................................... 40
Bang 2.5. Ca cfiu khach thco nwc dich chinh khi di du lich nu&c ngoai cua thi
truang gui khach Han Qu6c ................................................................... 40
Bang 2.6. M6i quan tam khi di du lich nu&c ngoai .................................................. 41

B~mg 2.7. Cac ho~t d(>ng du Jjch uu thich

a mr&c ngoai .......................................... 42

Bang 2.8. Sf> luqng khach du Jich I Em Quf>c di du lich nu&c ngoai theo thang ...... 43
Bang 2.9. Thai gian luu tru trung binh cua thi truang gui khach Han Qu6c .......... .44
Bang 2.1 0. Chi ticu du l!ch qu6c t6 ctta khach Han Qu6c ........................................ 44
Bang 2.11. Ca cfm chi ticu du ljch cua thi truang gui khach

H~m Qu6c (gfim cave

tnay bay) ................................................................................................. 45
Bang 2.12. Hang h6a mua siim ................................................................................. 45
Bang 2.13. Cac diEm d6n duqc khach du lich Ilan Qu6c ycu thich 2005-2009 ..... .47
Bang 2.14. S6lm;mg khach du Jich Han Qu6c d6n cac nu&c ASEAN .................... 47
Bang 2.15. s61ftn di du lich nu6'c ngoai cua nguai Han Qu6c ............................... .48
Bang 2.16. l:Iinh th(rc t6 chfrc chuy6n di du lich ...................................................... 49
Bang 2.17. B~n dGng hanh trong chuy6n di ............................................................. 49
Bang 2.18. B~n dGng hanh khi di du lich nu&c ngoai chia theo nh6m ................... .49
Bang 2.19.

Y djnh di du ljch mr6·c ngoai ................................................................. 50

Bang 2.20. Kcnh ti6p c?n thong tin .......................................................................... 51

dan c6 1 nguai di du l!ch nu&c ngoai, trong d6 80% s6 khach da

xu~t ngo~i nhi~u

l~n. La thi truang gui khach 16n, chi tn1 cao, c6 ti~m nang, cac nu6·c trong va ngoai
khu VlJC deu t?p trung khai th{lC thi tru(mg quan trQng nay.
Ubi v&i Vi9t Nam, Han Qu6c la thi truang khach quan trQng 6 khu vvc Dong

B~c A. Luqng khach Han Quflc d6n Vi9t Nam nam 2012 d~t 700.917 luqt, dung vi
tri thu hai ( sau Trung Qu6c) trong s6 cac thi truang giri khach dong

nh~t.

Tuy

nhicn, vi9c phat trien thi truang du l!ch Han Qu6c cua Vi9t Nam trong thai gian qua
con chua tuang xung v&i tiem nang va dieu ki9n cua hai nu6c. Trong thvc tS phat

tri~n, vfin con t6n t~i m()t s6 bfrt c?p khi Vi9t Nam tlm hut khach tir thi truang du
l!ch Han Qu6c.
Vi

v~y,

de tai "MOt sf} gii'ti phap thu h{lt khach du l!ch Han Qu6c d€n

Vi~t

Nam" duqc chQn d6 lam Lu?n van, nh~m dua ra giai phap dfiy m~nh thu hut khach
du lich Han Qu6c, m()t thi trucmg

d~c di~m tieu dung

va xu hu6"ng di du l!ch nu6"c ngoai cua cong dan Han Qubc. Tuy nhien, chua c6
cong trinh nghicn ciru nao v6 ngu6n khach IIan Qubc den Vi9t Nam va vi9c

d~y

ml;lnh thu hut thi trucmg khach du lich I-Hm Qubc cua Du lich Vi9t Nam trong thai
gian t6"i.
3. M\IC ticu va nhi~m

V\1

nghicn ct'ru

3.1. M{tc tieu nglzien ct'm: V6"i d6 tai nay,

Lu~n van d~t mvc tieu d~ xuAt m9t

s6 giai phap va kitn nghi nh5m tang cuang thu hut khach du lich Han Qubc d€n
Vi9tNam.

3.2. Nh ifm

V{t

ngh ien ctl'tt: V 6"i ml)c ticu tren, Lu~n van se c6 nhfrng nhi9m V\1

nghicn cuu chinh nlm sau:
- Tbng quan m9t s6

Nam

Chuang 3. MOt s6 giai

ph~lp nh~m tang cuang thu hut khach Han Qu6c cua Du

}ich Vi~t Nam den nam 2020

7. Nhfi·ng di~m m6'i va dong gop cita Lu~n van
-

Lu~n van da

danh gia duqc thl,fc

tr~mg thu hut khach Han QufJc cua Du lich

Vi9t Nam thai gian qua.
- Lu~n van dad~ xu~t mOt s6 giai phap mang tinh thl,fc t~, c6 kha nang ap d1.1ng
trong vi9c tang cuang tlm ht1t khach Han Qu6c cua Du lich Vi9t Nam den nam
2020.

9


CHVONG 1. CO SC) L YLUAN Vl~ BOAT DONG THU HUT
KII!\CH DU LlCH QUOC TE

1.1. Khai ni~m v~ khach du l!ch
1.1.1. Kluii nifm vJ kluich dulic!t

Roma do Lien Hi9p qu6c tb ch(rc nam 1963: "Khach du lich qu6c t~ la nguai luu l~i

t~m thai 6" nu6"c ngoai va s6ng ngoai nai cu tru thuang xuycn cua hQ trong thai gian
24 gia hay nhieu hon". [8]
Djnh nghia cua H(>i nghi quf)c t6 v~ Du ljch t~i Ha Lan nam 1989: "Khach du
l!ch qubc t~ la nhu·ng nguo·i di tham m(>t dfrt nuac khac, v&i m\}c dich
tham quan, nghi ngai, giai tri, tham hoi trong khoang thai gian it han 3

10


th{mg, nhfrng nguai khach nay khong duqc lam gi d€ duqc tni thu lao va sau thai
gian luu tru a d6 du khach tra v~ nai

athuang xuyen cua minh". [8]

Do v~y, nhfrng nguai duqc coila khach du lich qu6c te bao gbm nhfrng nguai
di vi ly do su·c kh6c. Nha kinh t6 h9c nguai Ao Jozep Stander d!nh nghia: "Khach
du l!ch la nhfrng hanh khach d~c bi~t,

a l~i thea y thich ngoai nai cu tru thuang

xuyen d€ th6a man nhfrng nhu diu cao cftp ma kh6ng thea dubi nhfrng mvc dich
kinh te". [8]

T~i Vi~t Nam, thea Lu ?t Du l!ch s6 44/2005/QHll duqc Qu6c h(>i nu6c
CHXHCN thong qua ngay 14 thang 6 nam 2005: "Khach du lich la nguai di du l!ch

ho~c ket hqp di du l!ch, trir truang h9}1 di h9c, lam vi~c ho~c hanh ngh~ d€ nh~n thu
nh~p
i
dflng Th6ng kc Lien hi¢p qu6c (United Nations Statistical Commission) da e6ng

nh~n nhfrng thu~t ngfr sau d6 th6ng nhfrt vi¢c so~n thfw th6ng ke du lich:
Khach du lich qu6c te (International Tourist) bao gbm:
- Khach du lich qu6c t6 dtn (Inbound Tourist): la nhfrng nguai tir nu6c ngoai
den du lich m()t qu6c gia.
- Khach du lich qu6c t6 ra nu6c ngoai (Outbound Tourist): la nhfrng nguai
dang s6ng trong m(>t qu6c gia di du lich nu6c ngoai.
- Khach du lich trong nu&c (Internal Tourist): gbm nhfrng nguai la c6ng dan
cua m(>t qu6e gia va ngu{Ji mro·c ngoai dang s6ng trcn lanh thb cua qu6c gia d6 di
du l!ch trong nu6c.

11


- Khach du lich n('>i dia (Domestic Tourist): gbm khach du lich trong nuac va
khach du l1ch qu6c

m\lc dich. Tim hieu duqc nwc dich cua khach d~ qua d6 kich thich tieu dung san
phAm du lich qu6c gia la vi¢c lam rftt kh6. Thong thuang, nguai ta chia thi truang
khach ngu6n thanh cac nh6m chu yeu:
Khach cong V\1: Bay la kh<.\ch vao m('>t nuac d~ di lam vi¢c k6t hqp du l!ch. I-19
d6n nh~m giai quy6t cong vi¢c nhu cung dp hang h6a, tim hi6u thi truang ... B{lc

di~m cua lo~i

khach nay la thuang den nh1'i'ng do thi nai c6

ho~t

d('>ng kinh t6 soi

n6i, thai gian luu tru ng~n, kh~1 nang thanh toan cao, it chiu tac d('>ng gia va thai V\1.
Khach du l!ch thufrn tuy: Lo~i kh[lch nay thuang d6n nhfrng diem c6 tai
nguyen du lich. I-19 thich cac

ho~t

d('>ng vui chai giai tri,

12

ho~t

d('>ng van h6a,

th~


- Phan lagi thea gi6·i tinh: IIanh vi ticu dung cua con nguai bi anh huang cua
gi6i tinh. Nu gi6i thuang co nhfrng h~mh vi tieu dung khac him nam gi6i trong
chuy€n di. H9 mua nhieu hang luu ni9m hon, quan Him d€n each bai tri phong va
quan Him den gia ca ... Cac co

sa kinh doanh du lich qu6c gia ncn quan Him d€n v~n

d€ nay vi theo xu huang hi9n nay khach du ljch thuang la nfr gioi.

- Phan logi thea tl(mg

CO"

tli du Itch va hanh il(mg (phan lo~i cua Cohen):

Cohen da tim ra nhli"ng net co ban v€ tam ly xa h()i cua cac lo~i khach du lich. Cach
phan lo~i cua Cohen dv·a trcn d(mg

CO'

di du ljch cua khach va cac hanh d

1. Khach du Itch aqi tra ili c6 to chux:

Tinh

Du Itch c6 to chuc:

Tinh m~o hiem thftp. 1-19 thuang mua tour trQn Kinh doanh deu d~n

quen

g6i c6 s~n, duqc huang dfln c.h~n diem du Itch v&i nganh du l!ch -

thu

Tu ch6i lien h9 v6'i nganh du ljch va cac chuyen
di cang xa nha, cang xa S\f than quen thi cang
t6t. Khong c6 19 trinh duqc djnh s~n, h9 s6ng
v&i nguai dan d!a phuang, tra ti~n thco each cua
hQ va chim ditm trong van h6a dja phuang.

Tinh
khaclt;t
Nguon: [8]

14


- Phan loc;d khach thea kha nang thanh toan: Vi9c xac dinh kha nang thanh

tm1n cua khach du l!ch sc la

di~u ki9n de cac nha kinh doanh cung d.p dich vv m()t

each tuang ung, thich hqp kha nang chi tra cua tung dbi tuqng khach.
Tren day chi la m9t s6 ticu thuc phan lm;1i khach du l!ch thucmg dung, mang
tinh tuang d6i, c6 nhfrng vung dan xcn, c6 nhii"ng vung lfin nhau. M6i tieu thuc d€u
c6 uu nhuqc diem ricng. Vi

v~y,

khi nghicn cuu khach du lich cftn

k~t hqp nhi€u


nhi~u nh~t tu cong

vi9c, cac m6i quan h9 xa h9i ... Nhu du du ljch c6 lien h9 ch~t che v6i nh6m nhu
cftu tinh thfin cua con nguai va la k6t qua tac dQng cua ll)'C luqng san

XU~t va trinh

d9 san xu~t. Vi v~y, nhu du du ljch cua cac dfJi tuqng trung nien nay sinh mi_lnh me.
Nhung d6i tuqng da nghi huu

l~li khac, a d9 tubi nay hQ d6i dao ve tai chinh han,

thai gian nhan r6i nhi6u nhung

l~ti la d9 tubi nay sinh cac v~n d~ v~ sue kh6e. Do

15


L

v~y, nghicn c(ru thi trucmg phai chu tn.mg to·i d9 tu6i d~ phan khuc thi trucmg mvc

tieu, d~ chao ban san ph&m hi9u qua nhfit.
Gi6i tinh va d9 tu6i la hai d~c di~m g~n b6 m~t thi~t v6i nhau, anh huang t6i
nhu

dm cim khach.


lTil}C

ticu, xay dl,Ing sim ph§m phu hqp d~ phat tri~n tht truang gfri khach

cua nganh du lich nh~m khai thac c6 hi~u qua ngu6n khach.

1.2.2. Nghien ctht dijc ttilm tieu diing ctia khaclz du ljch
D~c di~m ticu dung cua kh{tch du Itch g6m cac n9i dung sau:

- Mvc dich chuy6n di: Khi nghicn cuu mvc dich chuy~n di chung ta se tim
hi~u theo mvc dich chung (tham quan, giai tri, nghi duang ... ) va mvc dich rieng (th~

thao, ton giao, tham than, h9c t~p ...). Neu xac dinh duqc dung mvc dich chuy~n di
chung ta sc biet khach hang din gi d~ tir d6 dap (mg dung nhu cfiu, sa thich cua
khach, t~o fin tuqng cho khach, tang kha nang quay l~i cua khach.

- Sa thich:

D6i v6'i m6i thj truang, kh{tch du lich se c6 cac sa thich rfrt khac

nhau. Vi dv khach Chau Au thuang c6 so· thich tim hi~u, h9c hoi, kham pha, d~c
bi~t

thich tham qmm bao tang, tlm vi9n vi

v~y

thucmg hQ hu6'ng t6'i

lo~i

l!ch. Vi d\1 du l!ch nghi bien c6 thai gian ng~n han va cucmg d9 cao han nhi~u so
v6i du lich chil'a b9nh. Mua du ljch dugc chia thanh cac

lo~i:

(1) Mua du lich chinh

la khoang tho·i gian c6 cuerng d() tiep nh~n khach du l!ch 16n nh:it; (2) Tru6c mila du
l!ch chinh la khoang thai gian c6 cuo·ng d
trinh nang cao kha nang thuyet phl}c khach va tinh hftp dftn cua sfm phftm du lich
m()t qu6c gia. Thong qua vi9c nghicn cuu ngu6n khach, chung ta c6 th~ hi~u duqc:
- Khach hang hi9n t~ti la ai? IIQ ticu dung nhfrng san phftm gi? Ti;li sao?
- San phftm hi9n ti;li cua mlnh la gi? C6 phil hqp v6i khach khong? C6 cfrn b6
sung gi khong?
- Muc gia ap dl}ng da phil hgp chua? Gia ca anh huang dtn nh6m san phftm du
lich cua dftt nu6c nhu the nao?
- Su dvng phuang ti(:n quang ba, xuc ti6n, qufmg cao nao di;lt hi9u qua nhftt?
- M6i quan h9 vai cac CO' quan trung gian da c6 hi(_;u qua chua? Chinh sach thu
hut hqp tac, lien doanh, lien ket da phu hqp chua?

18


1.3. Cac gh\i phap tim bitt khach du lich quBc t~
1.3.1. M{jt sa yJu ta imh IHahtg dJn khii niing tllll hut k/uich
C6 nhi6u

y~u

t6 fmh huang

d~n vi~c

thu hut khach, trong d6 cac y€u t6 fmh

huang c6 tinh ch~t quy~t d!nh la:
-Scm phdm du lich: La dC)i tuqng quan tam hang dftu cua khach du Jich, d~c

bi~t la khach di nghi ngai, tham quan, duang b~nh, tim hi~u van h6a ... Sue hAp dftn

a trinh

CO'

VlJ

cho khach du lich.

d9 tay ngh6 cua d{)i ngu nhan vien phvc

vv,

v~t ch~t ky thu~t, s6 luqng, chung lo~i va chfit luqng hang h6a,

dich vv.
Nhan vien phvc
chi d6u

la ngu(Ji ti~p xuc tn.rc ti€p v6i khach nen mQi hanh vi, eli

nh~n duqc sv danh gia, nhin nh~n cua khach. Nhan vicn phvc vv la cfiu n6i

trung gian gifra nhu

nghi~p

V\1

du lich c6.



nhi~u lo~ti d!ch vv khac nhau.

+ Tinh th~n, thai dO, tac phong phvc V\1 t6t, v~ sinh ca nhan va v~ sinh trong
phvc vv phai s~ch se.

v~y, yeu c~u d()i ngu nhan vicn phvc vv phai c6 long yeu ngh~, phAm
d~o due t6t, duqc dao t~to mOt each toan di9n ca v~ ky thu~t, tay ngh~ lfin y
Chinh vi

chfit

thuc, giao tifp xa hOi.

H~ th6ng ca sa v~t ch~t ky thu~t c6 y nghTa quan tr9ng, la n~n tang, ti~n d~ cho
qua trinh ho~t dOng, san xu~t kinh doanh cua khach S(;lll. Vi dv, d6i v6'i CO' sa luu tru
du l!ch thi do la tinh dOc dao v6 kifn true, S\T bai tri S~p xep cac b0 ph~n, SlJ thu~n

ti~n trong vi~c

di

l~i

gifra cac khu VlJC, cac trang thiat bi cua CO' sa du lich.

T~t ca

trang thi~t bi phai duqc hoan thi9n mOt each d6ng bO, b6 tri s~p x6p sao cho t~o cam
giac thoai mai, ~m ap, lam cho khach cam thfty nhu dang a nha minh.

r~ng ch~t luqng san phAm kem. Do d6, nha kinh doanh phai c6 bi~n phap thich hqp

20


trong vi~c d!nh muc th~ nao

de d~un bao hieu qua ho~t d9ng kinh doanh ma v~n thu

hut duqc khach.
- Quang ba nic tidn: Tuycn

truy~n, quang ba fmh huang r~t 16'n d~n sue h~p

d~n thu hut khach vi trong th! tru(mg du }ich, ho~t d9ng nay d6ng vai tro kha quan
trQng, la diu n6i giua nguai cung dp san phfun du }ich va khach hang

Thi~u tuyen truy~n quang ba thi

du san phfrm c6

ti~m nang.

h~p dftn d~n dau cling chua ch~c

thu hut duqc nhi6u khach hang.
1.3.2. Cac gii'ti ph tip th u "rlt khaclz

v~ giai phap thu hut kh{lch, c6 nhung giai phap mang tinh lau dai cho sv phat
trien cua nganh du l!ch va nhfrng giai phap dp bach, tru6'c m~t c6 y nghia tuc thai

v8 ca chi chinh sach,

lien kif: ( 1) V~ chinh sach visa: Cfin nghien

ch~ chinh sach va thu t\lc hanh chinh cho phil hgp, nh~m t~o di~u

ki~n thu~n lgi cho khach du 1jch nu6'c ngoai den m('>t nu6'c (mi~n visa, tang thai
gian dugc phep

a l~i, mi~n gi~Hn cac lo~i 19 phi...); (2) Lien k~t m~nh me hem v6'i

cac nu6'c trong khu Vl)'C, rna r('>ng m6i quan h~ v6'i cac t6 chile, d6i tac: Trong t~t ca
cac nganh kinh t~ thi du ljch la nganh phai c~nh tranh gay g~t nhung d6ng thai l~i la
nganh c6 sl)' hgp tac lien ket m~mh me nh~t gifra cac qu6c gia c6 c~nh tranh v6'i
nhau. Chinh vi v~y, cac qu6c gia Dong NamA dang n6ll)'C bi~n cac nu6'c trong khu
Vl)'C tra thanh m('>t di6m den chung. Trong b6i canh d6, cac qu6c gia vua phai c~nh
tranh, vua phai lien k6t m~nh me han v6'i cac qu6c gia khac d~ cling dfty m~nh phat

tri~n du lich. D6ng thai, cac doanh nghi9p va cac nha quan ly cfin c6 m6i quan h~
v6'i cac d6i tac, t6 chile kinh

te, d~i ly du ljch, hang gui khach... Cac m6i quan h~ d6

thucmg dugc tin hi9u qua cac hQ'P d6ng gui khach dai h~n. Thong qua m6i quan h~
nay se c6 ngu6n khach 6n djnh, song d6 cho m6i quan

h~ nay dugc Hiu d~li, b~n

vfrng thi phai c6 m('>t chinh sach khuyen khich nhfrng nguai gui khach.



sinh an toan thvc phclm, mer chien djch lam s~ch moi truang t~i

cac di~m du Itch; nang cao chAt tuqng dich vv v~n chuy6n khach du lich theo huang
van minh, lich sv, hi en d~i, dam bfw ti~n nghi ...
- Giai phdp xuc tz'in qucing bd du lich: (1) Xay dvng trang web qufmg ba du

lich rieng cho tung thj truang khach:

Tb chile quang ba du ljch trcn cac phuang ti~n

thong tin d~i ch"lmg dtn cac qu6c gia la thj truang trQng di€m; mai cac hang lfr hanh

tb chile quang ba ve cac di€m du lich m6'i tren cac phuang
ti~n thong tin d~i chung; d6ng thai tb chile t6t cac sv kien du lich trong nu6'c nh~m

va bao chi nu6'c ngoai;

thu hut khach du ljch. Ho~t d