WOM - Một cách tiếp cận trong việc quảng bá hình ảnh du lịch Nha Trang

DIEN DAN TRAO DOI

WOM - MOT CACH TIEP CAN TRONG VIEC QUANG BA

HINH ANH DU LICH NHA TRANG

ThS. LE CHI CONG

Dgi hgc Nha Trang

Thdi gian qua, khdi niem

"truyen mieng" (word of

mouth - WOM) da dfldc

nhac den khd nhieu. Mac du vay,

den nay vin chfla co mdt nghien

cflu di y du va ro rang ve sfl khde

nhau gifla truyen mieng vd cdc

hinh thfle qudng cdo khdc, nguyen

nhdn vd tdc dpng cua truyen

mieng cung nhfl vai tro eua hinh

thfle nay trong qudng bd hinh dnh

du ljch cua thdnh phd Nha Trang.

Trong bai viet nay, tdc gid bflde

d i u cung cap cho ngfldi dpc mdt

cdi nhin cu the hdn ve nhflng vd'n

de tren thong qua viee xem xet

cdc khdi niem ed lien quan cung

nhfl nhflng phdn tfeh tren gdc dp

so sdnh de tfl dd dfla ra mot sd gpi

y trong viec tiep can mpt phfldng

phdp nham tang hieu qud cua

hoat dpng qudng bd hinh dnh du

ljch tai thdnh phd Nha Trang.

WOM - Mgt each thde quang

ba hieu qua

Thfle tien phong phu eua hoat

dpng marketing cho thd'y, cac

each thfle qudng ba hinh dnh

truyen thdng dang lam tang chi

Over recent time, "word of mouth" has been quite much mentioned

but comprehensive and specific studies on its role and impacts on

tourism advertisement have not been conducted. Studies and experi￾ments show that IVOM is an essential factor affecting consumer's deci￾sions. WOIVI is observed as a cheaper and more effective approach

than other communication medias. Therefore, it is considered as an

important advertising channel and a factor fieavily affecting existence

and development of all businesses.

With advantages of a seaside city, Nha Trangs tourism as a whole

and its individual enterprises should identify right strategies with special

attention being paid to tourism image advertisement.

The article below will suggest several recommendations for Nha

Trang city in WOM applying to improve efficiency of tourism image

advertisement activities .

"> Christiansen & Tax, 2000.

'"Arndt, 1967.

phf va gidm ldi nhuan cua ede doanh nghiep cung nhfl cdc nganh kinh

doanh. Mdt trong nhflng gidi phdp nham gidm chi phf cho hoat dpng

truyen thong la suf dung phfldng tien truyen thdng midn phf - phuang

phap truyen mieng - de truyen bd nhflng thong diep marketing cua

cdng ty hodc ngdnh kinh doanh den vdi khdch hang. Truyen mieng,

neu dfldc thfle hien td't, se ed the mang lai danh tieng va cd sflc lan toa

rpng. Cd the hie'u, truyen mieng Id "nhUng giao tiep khdng chinh thde

giOa cac khach hang ve nhQng dac trUng cua mot hoat ddng kinh

doanh hoac mot san pham cu the . Ben canh do, quan die'm khde lai

eho rang "truyen mieng la Idi ndi bang mieng, sU giao tiep giQa ngUdi

vdi ngudi de nhan duac nhOng thdng tin khdng chinh thUc ma ngUdi

tiep nhan nd quan tam den nhan hieu, san pham hoac dich vu dUcfc

mdi chao tren thi trUdng" . Tfl nhflng cdch tiep can tren, cd the thd'y,

truyen mieng khong chi bao gom ede giao tiep khong chfnh thfle lien

quan den mpt hoat dpng kinh doanh hay mdt sdn pha'm eu the ma con

lien quan den nhan hieu hoac cdc djch vu. Do vay, du ljch Id hoat ddng

44 THONG TIN S. DU BAG KINH TE - XA HOI So 57 (9.2010)