Retirement Tourist Destinations- Vietnam

Retirement Tourist Destinations- Vietnam

Assignment details
Type:Report
Pages:11(3025 words)
Sources:12
Style:Harvard
Subject:Tourism
Level:University
Topic:Retirement Tourism Destinations Vietnam
Description

Subject Name: Emerging Issues in Hospitality & Tourism Assessment
Title: Individual Assignment in Report Format. Retirement Tourism
Destinations : Vietnam Word limit. 3000 words. Line Spacing; 1.5, Font
size 11. Font: Calibri Note: You get better marks if your report
provides relevant information showing evidence of research. Assessment
Description: Retirement tourism destinations are becoming attractive
and in this individual assignment you will analyse current issues
affecting this emerging market. This will give you an in-depth
understanding of the topic and an understanding of how to digitally
communicate with the potential market. The expectation is that since
you are familiar with your home country and culture you will select
this as the destination. However if there are many students in the
class from one country then your lecturer will discuss with you
regarding an alternate destination. If you want to choose any other
destination please discuss this with your lecturer In any case you
will have to show that you have good level of knowledge about the
destination and its culture. 1. Introduction: 20 Marks 1.1Discuss why
Retirement Tourism (RT) is a specialized product. 1.2 Introduce the
tourism scenario in your home country and discuss the importance of
retirement tourism for the economy. 1.3 How does retirement tourism
help employment prospects and development of the region? 1.4 Identify
synergies of retirement tourism with existing tourism (if any) like
Medical Tourism etc. 1.5 Country brand image. Discuss the elements of
‘heritage’ branding of your home country. Can this be used to attract
the “retirement tourist” from any part of the world? Discuss how the
culture of your country creates an advantage/disadvantage for this
product. 2. Minimum Market Requirement (MMR) and Keller’s Brand
Pyramid. (Total 50 marks) 2.1 How does this destination rate on the 8
essential “Minimum Market Requirement (MMR)” factors needed for being
considered a retirement tourism destination? (10 marks) I. Cost II.
Security & Safety, III. Infrastructure; Essential and desirable:
Example: Medical facilities, Golf, walking tracks, swimming pools,
gyms IV. Mix of authenticity and familiarity for the tourist V.
Accessibility VI. Link to Social work facilities. This is for some
tourists who want to spend some time helping the local community on a
voluntary basis. VII. Natural flora & fauna VIII. Level of Customer
Service culture 2.2 Cost Competitiveness. Keeping in view the
Purchasing Power Parity, compare the cost of living in your country
with the costs in Gold Coast Australia. Provide any other key points
you think are important for the customer to consider while comparing
costs. (10 marks) 2.3. Discuss ‘Kotler & Keller’s’ 5 levels of the
product with respect to the RT product (Basic to Luxury). Does the
destination have more of one or are the facilities scattered at
different levels? (5marks) 2.4. Keller’s Brand Pyramid. Which step do
you think the brand image of the destination is presently on the
Pyramid and what steps can the destination brand take to get on to the
next step? (25 marks) 3. Marketing: 20 Marks Marketing the retirement
tourism destination. 3.1 Identify the market segment you would target
in Australia and Newzealand 3.2 Identify two major competing
destinations and use the positioning map to show where you think your
destination is presently positioned vis-à-vis these competing
destinations. 3.3 How would you improve on this positioning using
factors like the Infrastructure, Media & Message- (Hint: A famous old
saying often quoted in the tourism industry is that a place is not
made for the tourist. However with the changing face of tourism this
is not always true. Is it important to give the retirement tourist the
same environment and infrastructural comforts that they are used to at
home? Like wheelchair access, clean public toilets in the area where
tourists visit etc. Another example is about the Media and the
message. This is the marketing communication to attract the potential
tourist. What media vehicle (digital, magazines etc.) would you use to
attract. As you have identified the market segment create an A4
advertisement for the same. 3.4 Identify three brands from your
country that are involved or have the potential to be successful in
this market. Give their URL and explain why you think these brands
have the potential for the same. 4. Report structure: 10 marks. Each
of the below @2.5 marks I. Appropriate Formatting II. Clear Structure
of the report III. Clarity of expressions V. Proper use of Harvard
referencing system
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