Marketing xã hội trong du lịch gắn với xóa đói giảm nghèo và phát triển bền vững ở Việt Nam

NGHIEN ciiu - TRAO OOI

mm^mc xa uoi mm on im ck \i6i xoa ooi • I

mm mm m pmi mm ak Mm d Mi am

Du lich la mot trong nhirng nganh phat trien nhanh nhat cua nhieu nen itinh

te quoc dan. Tai Viet Nam, phat trien du lich dugc coi la dong luc chinh thiic day

cac nganh kinh te - xa hgi khac phat trien bcii du lich, trong ban chat von co, la

mot nganh kinh te mang tinh xa hgi sau sk . Thuc te da co khong it cac cong

trinh nghien cuu ve du lich ben vung, du ljch traeh nhiem, du lich xa hgi cung

nhu cac nghien ciiu ve viec van dung cac nguyen ly cua marketing trong phat

trien du ljch ben vung. Tuy nhien, hau nhu chua co mot cong trinh nghien cihi

nao ve viec van dung marketing xa hgi trong du lich g^n vol xoa dpi giam ngheo

va phat trien ben vung. Do vay, viec lam ro nhung co sof ly luan ve marketing xa

hgi va cac kha nang ap dung trong linh vUc du ljch, phuc vu muc tieu xoa doi

giam ngheo va phat trien ben viing oi nuoc ta la het siic can thiet.

Marketing xa hoi: Anh la ai?

Thuat ngu marketing xa hdi xudt

hien tu nhung nam 70 ciia the ky 20

gdn lien vdi ten tudi ciia Philip

Kotler va Gerald Zaltman, nhdm md

ta viec sir dung cae nguyen ly va

edng eu marketing de de xud't

nhung ddng co xa hdi, y tudng bode

hanh vi mdi, tich eye, vdi khai niem

"Marketing .xd hpi Id viec sif dung

cdc nguyen ly vd edng cu marketing

tdc ddng tdi ddi tugng hay nhdm

ddi tugng muc tieu de hp chap

nhdn, td hd, thay ddi hdnh vi, thdi

quen nipt each tU nguyen vi Igi ich

ciia cd nhdn hp, nhdm, edng ddng

vd .xd hdi noi chung".

Marketing xa hdi phat trien song

song vdi marketing thuong mai ndi

chung. Sy phd bien ciia khdi niem

marketing cung vdi qua trinh tha\

ddi ehinh sach y te edng theo hudng

phdng benh da dat nen tang cho sir

phat trien cua marketing xa hdi.

Trong nhiing nam 60 eiia the ky 20,

cac kT thuat marketing xa hdi da

budc dau dupe dp dung trong cac

chien djch giao due, y te d eac nudc

dang phat trien. Nam 1971, Kotler

va Zaltman cho dang bdi "Marketing

xa hdi: mot hudng tiep can ddi vdi

cac thay ddi xa hdi cd ke hoach" tren

Tap chi Marketing. Ddy eung la ldn

dau tien thuat ngu marketing xa hdi

dupe sir dung tren the gidi. Hp djnh

nghTa marketing xa hdi la viec "thiet

ke, ihuc hien vd kiem sodt cdc

chuang trinh duge tinh todn nhdm

tdc dpng den viec ehdp nhdn ede y

tudng xd hpi vd bao gdm lap ke

hoach sdn phdm, dinh gid. phdn

TRU^ONG VAN DAO

Khoa Qudn tri Kinh doanh,

Dai hpe qudc gia Hd Ndi

phdi vd nghien cifii marketing".

Trong thye te, marketing xa bdi

da dupe nghien ciiu bdi mdt sd hpc

gia khae d ciing thdi die'm nhu Paul

Bloom, Karen Eox, Dick Manoff va

Bill Novelli. Nhirng thi du ban ddu

ve marketing xa bdi xudt hien trong

nhung ndm 60 eiia the ky tmdc la

mdt phdn eiia cae nd lye phat trien d

cae nude thude the' gidi tbii 3 va cac

nudc dang phat trien nhu d Sri

Lanka, eac chuong trinh ke hoach

hda gia dinh da chuyen tu budng

tie'p can lam sang va xem xet sy

phan phdi cac thiet bj tranh thai

thdng qua dpi ngu dupe sT va eac

eua hang ban le. Thay vdo dd, hp

bdt ddu thu nghiem cae kT thuat

marketing nhu phan doan ddi tupng

muc tieu va truyen thdng dai chiing.

Mac dii nhirng chuong trinh nay ve

CO ban ehi la nhung ung dung bude

ddu ve truyen thong dai ehiing

Du lich cudi voi d Budn Don

Kinh te va Di^ bao

So 11/2010

13