Mui Ne - a tourist paradise that has made its name on the world tourism map, needs to maintain its brand by focusing on service quality to satisfy tourists.
Branded
In the 1990s and early 2010s, Mui Ne was the “capital of resorts” with tourists mainly coming from the old continent of Europe… The roads and beaches in Ham Tien – Mui Ne, especially Nguyen Dinh Chieu Street, were always crowded with international tourists. Vietnamese tourists were mostly high-income earners, the rest did not have the conditions to go to expensive places. Ms. Nguyen Thi Kim Phuong in Phu Thuy Ward (Phan Thiet), who used to work as a room attendant at a resort in Ham Tien, said: “Back then, there were many Russian, German, and French tourists. They stayed for a long time, sometimes several months, they were very polite and clean in their daily activities…”.
According to provincial statistics, the number of tourists coming to the province for vacation in 1995 was about 12,500 people/year. By 2008, in April of this year alone, there were over 671,000 visitors, of which 87,490 were international visitors, mainly from Germany, Russia, France, England, Sweden, America, Australia... Then in the first 9 months of 2011, there were 220,000 international visitors, out of a total of over 2.1 million tourists coming to Binh Thuan .
Most international visitors choose Mui Ne because they love the warm climate, beautiful natural scenery, and many 3-5 star international standard accommodations. That shows that Mui Ne tourism has a name and brand on the tourism map not only domestically but also internationally for a long time.
Focus on service quality
Mui Ne is increasingly asserting itself, attracting many tourists, especially recently the North-South expressway opened, shortening travel time. Many domestic tourists, not to mention international tourists, still choose Mui Ne. In just 6 months of 2023, the whole province welcomed 4.5 million visitors, an increase of 86% compared to the same period last year, when the expressway was not completed.
That choice has caused the place to be overloaded, forcing some tourist establishments to review their business strategies. Some establishments, instead of not accepting guests for one night, have switched to accepting guests for two nights or more to ensure service quality... “In tourism, there is no distinction between guests staying for half a day or one night, all guests must be received and served attentively. However, depending on the conditions and circumstances to receive guests, if there are too many guests, the establishment will refuse guests for one night, accept guests for two nights or more to reduce the burden on the housekeeping staff, rooms... to improve service quality and ensure brand reputation”, said Mr. Nguyen Van B - one of many directors of tourist establishments in Ham Tien. "If we just "grab and scratch" after quantity and profit and forget about the quality of service for tourists, we will inadvertently lose our brand, not only for the tourism business but also for Mui Ne...", Mr. B added.
In any service business, especially tourism services, service quality is the key factor to satisfy and make tourists loyal to return. Otherwise, it will damage the brand image, which means losing customers. "Mui Ne has a brand, customers will never leave Mui Ne. The important thing is that we have to make Mui Ne have the best quality of tourism services to satisfy tourists in a sustainable way", said Mr. Tran Anh Thi - CEO of Seahorse Resort & Spa in Ham Tien.
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