VIETNAM NATIONAL UNIVERSITY

UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES

FINAL PAPER
SUBJECT: ENGLISH FOR TOURISM
Lecturer: Dr. Vu Hai Ha

FINAL PROJECT: WELLNESS TOURISM - EPIC MANG DEN

Group Members

STT Name Student ID

03 Trần Lan Anh 22040370
04 Hoàng Nguyệt Ánh 21040059
17 Phan Minh Huyền 22040388
22 Hoàng Thanh Mai 21040288
24 Đỗ Thu Ngân 21040540
34 Lương Thị Thanh Xuân 22040418

Hanoi, December 14th, 2023

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 TABLE OF CONTENTS

I. Introduction
II. Development
1. Current Market Situations......................................................................................3
1.1. Chosen Destination Situation (SWOT Analysis)...............................................3
1.2. Market Situation.................................................................................................8
2. Marketing Strategy.................................................................................................10
2.1. Problems...........................................................................................................10
2.2. Solutions...........................................................................................................11
2.3. Customer Segments..........................................................................................11
2.4. Product.............................................................................................................12
2.4.1. Detailed Itinerary.....................................................................................12
2.4.2. Key Activities..........................................................................................15
2.5. Unique Value Proposition................................................................................16
2.6. Unfair Advantages............................................................................................17
2.7. Key Metrics......................................................................................................18
2.8. Cost - Price - Revenue......................................................................................18
2.8.1. Cost Structure..........................................................................................18
2.8.3. Revenue Streams.....................................................................................20
3. Action Plans.............................................................................................................20
III. Conclusion
IV. References

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 I. INTRODUCTION
In the heart of the captivating Central Highlands lies a hidden gem waiting to
be discovered - Mang Den. This enchanting destination, brought to you by
VietVentures, offers a tour experience like no other. With its breathtaking landscapes,
rich cultural heritage, and immersive activities, Mang Den promises an unforgettable
journey that will leave you with cherished memories for a lifetime. VietVentures, a
renowned travel company, has meticulously crafted a tour that showcases the very
best of Mang Den. From the moment you set foot in this remarkable region, you will
be greeted by the awe-inspiring beauty of its pristine forests, majestic waterfalls, and
serene landscapes. Nature enthusiasts will find themselves in paradise as they explore
the lush greenery and immerse themselves in the tranquility that surrounds them. By
choosing VietVentures, you are not only embarking on a remarkable journey but also
supporting the sustainable development of Mang Den and its surrounding
communities.

II. DEVELOPMENT
1. Current Market Situations
1.1. Chosen Destination Situation (SWOT Analysis)
1.1.1. Strengths
Mang Den, located 1200 meters above sea level in the Central Highlands, has
earned the sobriquet "miniature Da Lat" due to its moderate year-round climate, with
an average temperature of 16 to 20°C.
Mang Den boasts a prime geographical location linking the East-West
Economic Corridor to Highway 24, the Bo Y International Border Gate, and central
seaside tourism destinations. Mang Den, situated on an arterial road, attracts visitors
from the central regions of Vietnam, including Quang Nam, Da Nang, Binh Dinh, and
Quang Ngai, along with travelers from adjacent countries such as Southern Laos,
Northeast Cambodia, and Northeast Thailand.
Mang Den's natural landscape is diverse, with scenic spots, primary forests,
perennial pine trees, waterfalls, streams, and lakes. Notably, the terrain is pristine and

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untainted by urbanization. The area is also blessed with a lush ecosystem and rare
fauna and flora, making it ideal for eco-tourism and scientific research purposes.
Mang Den is the home to many ethnic minorities, including M'Nong, Xo Dang,
Hre, etc., who preserve their traditional culture through folk musical instruments,
native costumes, and communal houses. Visitors can experience these cultural
elements through traditional festivals, namely the Trai tai - Gai dam contest, in which
men compete in crossbow shooting, tug of war, and arm wrestling, while women
compete in cooking and presenting a traditional feast, or the Central Highlands Gong
Festival. The Gong Culture of the Central Highlands was recognized as a world
intangible cultural heritage by UNESCO in 2005, offering potential for community
tourism destinations with indigenous characteristics of Mang Den.
Mang Den, featuring an abundant mineral structure, a large forest area, and a
temperate climate, is a major medicinal area in the Central Highlands. Of the 853
medicinal species discovered in Kon Tum province, 35 belong to rare plant families,
30 have high market demand, and 25 are commonly utilized in medical facilities
(Chương, 2021). Certain plants, such as gung lua, ta lien chuong, and prac, are
exclusive to the Kon Tum indigenous people.

1.1.2. Weaknesses
With 113 hotels and 1675 rooms, Kon Tum had 113 tourist accommodation
establishments in 2015. Among these, only 1 was designated as a 4-star hotel, 50
obtained 1-3 stars, and many more were of subpar quality. In Mang Den, lodging
facilities cater primarily to budget-conscious travelers.

2011 2012 2013 2014 2015

5 stars 51 63 78 92 113

4 stars 1 1 1 1 1

3 stars 1 1 1 1 1

2 stars 4 4 4 4 7

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 1 star 16 29 36 39 42

Standard 29 28 36 47 62

Figure 1: Ranking standards for accommodation establishments in Kon Tum.

(Ngọc & Trúc, 2017)

In 2015, Kon Tum had 1,532 employees, with 23 tour guides in 2016.
However, issues such as insufficient foreign language proficiency, problem-solving
incapacity, and lack of tourist attraction knowledge persist. Accommodation
businesses and restaurants mainly employ locals. There are relatively few specialized
tourism employees - 60.5% have only completed elementary, intermediate, or short-
term training, and 29.5% are unskilled (Trúc, 2016).

Figure 2: Number of tourism employees in Kon Tum (2011 - 2015).

(Ngọc & Trúc, 2017)

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Untrained workers make up 2/3 of the industry workforce, lacking highly qualified
management personnel, causing disruptions to business operations due to the
unprofessional nature of the labor.
Kon Tum has a small number of tourism establishments, with 121 firms in
2015, including 8 travel and 113 accommodation businesses. The majority are small-
scale joint stock and limited liability companies, accounting for 90% of the total yet
possessing a modest market share, while state-owned enterprises constitute 2.4%
(Ngọc & Trúc, 2017).
Due to a lack of education and training, Kon Tum's tourism businesses suffer
from inadequate management. The majority of enterprises are family-run with only
2% of post-graduates, 36.5% of graduates, and 31.8% of people having college and
intermediate degrees. Not many individuals have completed formal management
training; a few have received short-term training, and they mostly manage based on
experience rather than formal education (Trúc, 2016).
Kon Tum's tourism enterprises are low-capitalized. Only 20% of them have
more than $5 billion in capital. As their working capital is also deficient, accounting
for only 20% of total capital, most businesses can only allocate capital to short-term
projects. As a result, companies disregard long-term initiatives, namely partner
relationship management, branding, and R&D (Trúc, 2016).
Kon Tum's travel businesses have a low new product ratio of only 5%, with
most new products consisting of changing old programs and adding new services or
destinations. Due to financial constraints, market research is limited. Kon Tum has
consistently promoted eco-tourism and cultural tourism, but investment has remained
moderate. Many places capitalize on this without investing in or renewing tourism
products, resulting in degraded tourist destinations (Trúc, 2016).
Tourism businesses' advertising costs were low, accounting for only 2% of
their revenue. A lot of companies, especially those in the lodging industry, pay
minimal attention to marketing initiatives, which results in almost no marketing costs.
Many lack specialized marketing departments and rely on brochures and occasional
articles in local newspapers. The lack of a marketing strategy is a result of small and

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medium-sized businesses' financial constraints. Consequently, these companies'
marketing tactics seemed to be ineffectual (Trúc, 2016).
Kon Tum's transportation infrastructure has been upgraded, but its terrain is
divided by high mountains and rivers, making travel difficult. There are no airlines or
railroads in the transportation network, and water transportation struggles due to
small, steep rivers. The province currently lacks a highway and is primarily connected
to other provinces by road, with Ho Chi Minh Road serving as the main thoroughfare
(Nguyên, 2023).

1.1.3. Opportunities
Wellness tourism is escalating in popularity globally. According to a Wellness
Tourism Association survey, 76% of respondents want to spend more on health-
related travel, and 55% are willing to pay more for psychotherapy services (Bách,
2022). However, in Vietnam, this model has few products and lacks uniqueness,
making it less appealing to tourists. Mang Den, with its pristine nature and medicinal
resources, has great potential to pioneer this wellness tourism model.
Mang Den receives a high priority from the government in developing tourism.
In November 2023, a scheme was approved by the Deputy Prime Minister to construct
the Mang Den tourist area (Minh, 2023). In August 2023, the Prime Minister also
agreed with the proposal to build Mang Den Airport in Kon Tum. (Tuân, 2023).
Mang Den is a captivating spot for investors due to its numerous advantages
for tourism development, many of which are not yet fully taken advantage of. The
Kon Plong District People's Committee reported that in 2022, the district assisted 20
investors in their pursuit of local investment opportunities. 7 of the 77 investment
projects drawn to the district so far are related to trade, services, and tourism (Hà,
2023).

1.1.4. Threats
Investment costs in this area are exceedingly substantial since Mang Den's
tourism infrastructure is insufficient, necessitating investment and upgrading. For
instance, the construction of the Mang Den airport is anticipated to require an

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investment of roughly 4,000 billion VND (Nguyên, 2023), while the Mang Den
tourism complex project calls for an overall investment of 8,000 billion VND (PV,
2023).
Kon Plong forest, despite its high biodiversity, faces threats such as illegal
logging, deforestation to expand agriculture, road construction, hydroelectricity, and
wind power. Despite law enforcement efforts, rare animals continue to be targeted for
poaching (Lan, 2020).
Mang Den experienced an increase in the number of visitors though it
fluctuated over the year.

Year
Month
2008 2009 2010 2011 2012 2013

1 4950 5200 5500 6429 7115 16000

2 2500 2100 2245 2128 2015 3200

3 4550 5800 6258 7650 8726 21000

4 2100 2255 2185 2299 1895 5700

5 1285 1600 1555 1652 1500 1300

6 1415 1520 1725 1640 1550 1100

7 3229 3500 3929 4425 4140 1500

8 3555 3685 3929 4567 4200 1150

9 6878 12945 14325 16420 20115 24000

10 2210 2555 2466 2865 2542 1200

11 2199 2310 2211 2545 2067 1450

12 1955 2000 2075 2380 1689 1605

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 Figure 3: Numbers of tourists coming to Mang Den (2008 - 2013).
(Dân & Hùng, 2014)

Mang Den witnessed an enormous influx of tourists between January and March,
especially in September due to the "Our Lady of Mang Den" mass, although the
number dropped dramatically in the second and fourth quarters.

1.2. Market Situation

1.2.1. Mang Den - Competition and competitors
a. Competition
Tourism in Mang Den is developing rapidly. More and more tourists are
visiting the area, creating opportunities for expanding into diverse tourism products.
Community-based tourism is a type of tourism based on connecting tourists
with the local community. This type of tourism gives tourists the opportunity to
experience the culture and daily life of the local people. Mang Den is an ideal
destination for developing community-based tourism. Not only does it have much
tourism potential, including beautiful natural scenery, unique local culture, and
friendly people, but in recent years, community-based tourism in Mang Den has made
positive progress. Currently, there are many community-based tourism villages
established in Mang Den, including Kon Pring Village (Mang Den town), and Vi Ro
Ngheo Village (Kon Plong district), providing a variety of tourism products, such as
experiencing the daily life of the local people; visiting cultural sites; participating in
sports and entertainment activities, etc.
Although community-based tourism in Mang Den is developing positively,
there are still some limitations that need to be addressed. The coordination between
local authorities, tourism businesses, and the local community is still not tight. This
leads to a lack of unity in the direction of developing community-based tourism, as
well as a lack of coordination in the management and provision of services.
Infrastructure and tourism services in Mang Den have not been developed in a
synchronized manner. Moreover, the infrastructure and tourism services here have not

9
developed in a coordinated manner, still spontaneous, leading to the provision of
tourism services not being professional, and not meeting the needs of tourists.
Currently, with its inherent tourism potential, Mang Den is an ideal tourist
destination, attracting large investors. Deputy Prime Minister Tran Hong Ha has just
signed Decision No. 1492 on Approving the Task of Master Planning for the Mang
Den Tourism Area, Kon Plong district, Kon Tum province by 2045 (Mai, 2023).
Accordingly, the Mang Den tourism area will have an area of over 90,152 ha,
including the total natural area of Mang Den town and 05 communes of Mang But,
Dak Tang, Mang Canh, Hieu and Po E, Kon Plong district, Kon Tum province.

b. Competitors
With the participation of businesses investing and operating, Mang Den is
becoming a more attractive tourist destination, attracting a large number of domestic
and foreign tourists. Some typical businesses investing and operating in tourist
destinations in Mang Den include:
Mang Den Kon Tum Joint Stock Company: The company has invested in the
construction of Mang Den Ecotourism Park, with a total investment of 1,000 billion
VND. The park has an area of 200 ha, including resort areas, amusement parks, and
food courts, with the ambition to develop on a scale based on the inherent potential of
the locality such as natural resources, climate, etc. However, after a period of
construction, the project was soon proposed to be revoked by the government due to a
delay of 27 months (Giang, 2022).
PyLoHerb - Forest Ginseng and Herbal Complex: PyLoHerb has invested in
Mang Den with the goal of developing products from black bamboo, a precious
medicinal herb with many nutritional values, that is popular in the international
market. PyLoHerb has invested in the construction of a black bamboo processing
plant in Mang Den, with a total investment of 20 billion VND. The plant has a
capacity of 1,000 tons of processed black bamboo per year. PyLoHerb has also
invested in the construction of a black bamboo plantation in Mang Den, with a total
area of 100 ha. With the investment of PyLoHerb, black bamboo from Mang Den is
being increasingly enhanced in added value, expanding the market for consumption

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and contributing to the development of the local economy. However, the company still
faces some difficulties in the development process in Mang Den. (Admin, 2022).
The company only focuses on the production of medicinal herbs and the
exploitation of existing resources but has not yet fully utilized the advantage of
infrastructure. It can be linked with experiential tourism, designing tours to visit
medicinal gardens or production areas to make the experience of tourists more
diverse.
1.2.2. Wellness tourism in Vietnam
a. Opportunities
The wellness tourism industry is a potential model that is expected to explode
in the future. Wellness tourism can be understood as a type of tourism that is often
integrated into the model of ecological resort combined with medical treatment and
health care, with activities such as meditation, yoga, psychotherapy, traditional
medicine diagnosis, enjoying healthy cuisine, etc. Instead of traveling all over the
beautiful routes, and experiencing many exciting games at amusement parks, health
care tourism aims at more tranquil services to refresh emotions, relax the soul, and
aim for more positive values in life
Vietnam has many advantages for developing wellness tourism. The country
has rich natural resources with beaches, forests with abundant vegetation, hot springs,
along with a famous traditional medicine. In almost all Vietnamese villages, it is easy
to learn precious medicines. Not to mention, Vietnam has thousands of temples and
meditation centers spread throughout the country. These are the perfect conditions for
promoting a wellness tourism model.
In addition, after the COVID-19 pandemic, there have been many changes in
social psychology. People are more concerned about their health and spiritual life, so
the form of wellness tourism has flourished strongly. Trips that are connected to the
soul are being chosen by the majority of tourists. In Vietnam, with the increasing
quality of life, the demand for premium experiences and health care is also increasing,
they tend to want to find high-quality and quality tourism service experiences for
themselves.

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 b. Difficulties
However, according to experts, wellness tourism in Vietnam is still in its early
stages, so it is not really diverse and professional. Along with a small number of
products that have a relatively clear definition of the healing factor, most products
only focus on improving physical health such as massage, sauna, foot bath, etc. but
not specialized in activities that deepen inside the soul.
In addition, due to the limited awareness of the importance of wellness tourism,
this type of tourism has not been given proper investment attention, and there is no
specific national development strategy. Last but not least, the human resources serving
wellness tourism are still lacking in both quantity and quality assurance.

c. Future Trends
Currently, there are many healthcare projects offered by businesses and
organizations, each place applies different methods but the specific effectiveness has
not been fully verified. Therefore, in order to promote the development of this
potential type of tourism, tourism management agencies need to conduct detailed
research on the characteristics of the opportunities, difficulties, and market of wellness
tourism, publish the criteria to be met by the expert teams as a basis for companies
and destinations to promote and expand product development.
At the exchange meeting at the forum “Healing Tourism - Potential,
Opportunities and Solutions” organized by STDe in July 2023, Dr. Vu Tien Loc,
Member of the National Assembly's Economic Committee, assessed that in the current
context, the Vietnamese tourism industry needs to pay more attention to the quality of
tourists rather than the number of them . And the development of wellness tourism is
the direction to attract high-quality customers, towards sustainable development,
contributing to overcoming the seasonality of tourism.
In the future, the direction of tourism development in Mang Den is in the
direction of diversification, combining many different tourism products such as
community-based tourism, experiential tourism, and therapeutic tourism.

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 2. Marketing Strategy
2.1 Customer Segments
Target customers for tourism tours are small groups of about 3-7 people, aged
25 and over, with an average to high income. They are people who enjoy traveling,
experience pressure from life, and have a need to improve their physical and mental
health. They are willing to pay a higher amount of money for travel experiences,
services, and amenities that support their health and well-being. Statistics show that on
average, for every 6 USD spent on tourism globally, 1 USD belongs to the wellness
market. In the past 5 years, Asia has led in both the number of trips and the revenue of
wellness tourism, so the Vietnamese tourism industry needs to quickly grasp this
trend. The potential for the development of healthcare tourism in Vietnam is growing,
as the middle class and the wealthy are becoming more numerous, and the demand for
healthcare tourism services is also expanding. (Huyền, 2023).

2.2. Problems
These days, modern life with many pressures makes people easily stressed and
tired, leading to problems affecting physical and mental health. Therefore, people are
increasingly interested in health and quality of life. According to statistics from
Booking.com, the need to escape the noise poses a puzzle for wellness tourism
product developers around the world. 44% of global tourists want to experience a
primitive lifestyle, without the support of modern technology devices. 55% want to
have vacations in the style of "out of coverage".

2.3. Solutions
Given the above issues, the development of a type of wellness tourism
combined with resorts is essential. Wellness tourism is recognized as an important and
rapidly growing tourism segment, considered a huge global industry. It has expanded
from 563.2 billion USD in 2015 to 639.4 billion USD in 2017, accounting for over 5%
of global economic output. According to a recent assessment, Vietnam has a wealth of
natural resources that can be harnessed, including large, unspoiled beaches, untouched
forests with abundant but unexploited vegetation, and abundant hot springs, as well as

13
a famous traditional medicine. Mang Den is an ideal destination that meets all of those
criteria (Hương, 2023).

2.4. Product
2.4.1. Detailed Itinerary
Tour (tourists can move to the different destinations in Mang Den by rented
motorbike, electric bicycle, or small coach)

Timeline Activities

- Depart to Mang Den:

+ From Pleiku airport to Kon Tum: by
Day 1 7:00 am coach
→ 9:30 am + From Kon Tum to Mang Den: by bus
motorbike, or small coach
Morning - Book rooms at Mo Nam Homestay in Kon
and noon Bring village

10:00 am Have lunch at homestay, including bamboo

→ 11:00 am rice, bacon, roasted pork, and herb salad

Participate in cultural experience activities in

Kon Bring village
- Visit the unique architecture of the Krong
house, hear the village elders tell the
legend of the M'Nam people
Afternoon 13:45 pm - Engage in the local market, discover
→ 16:45 pm specialties, and enjoy the cuisine of Mang
Den
- Observe local people weaving brocade,
and making croissants and have a hands-
on experience

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 17:30 pm Have dinner at the homestay, including ginseng
→ 18:30 pm chicken leaf hotpot

- Experience therapeutic product: massage

Evening
19:00 pm with essential oils from medicinal herbs, sauna
→ 21:00 pm or herbal baths
- Indigenous experts guide tourists on how to
meditate and practice on-site

Day 2 5;45 am Move to Pa Sy waterfall and meditate

→ 6:20 am

7:00 am Move to Dam Bri Lake to check in and

→ 8:30 am participate in entertainment services such as
coffee, boating, water cycling

8:30 am Move to the Mang Den pine forest and

Morning
→ 10:00 am experience cycling through the forest and check-
and noon
in

10:00 am Enjoy a lunch made from medicinal herbs

→ 11:00 am (ginseng soup, ducks and pig’s trotters stewed
with ginseng, atiso salad…)

Move to E Ban Farm to visit and learn about

13:45 pm the farm's production processes, and engage in
Afternoon → 15:45 pm interesting activities such as fishing, admiring
flowers, taking photos, and enjoying fresh fruit
at the farm

15:45 pm Experience therapeutic products: massage

→ 16:30 pm with essential oils from medicinal herbs, sauna
or herbal baths

15
 16:30 pm Experience cooking with local people, and
→ 17:30 pm discover the unique traditional recipes
(sturgeon, grilled chicken…) of the M'Nam
ethnic people.

17:30 pm Have a dinner with the locals and drink stem

→ 18:30 pm liquor

18:30 pm Cultural exchange with the people of Kon

→ 21:30 pm Bring village
Evening
- campfire
- joining the gong team
- folk dancing (xoang dance)

- Move to Khanh Lam Pagoda and meditate,

6:00 am then visit Khanh Lam Pagoda
→ 8:45 am - Move to the statue of Our Lady of Fatima
and visit

Morning 8:45 am Move to the center for research and

Day 3
and noon → 10:00 am production of medicinal herbs to visit and buy
souvenirs

10:30 am Have lunch at homestay (Red Noodles Plateau,

→ 11:30 am jungle vegetables…)

Afternoon 14:00 pm Pack the luggage and return home

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 2.4.2. Key Activities
Exploring the pristine nature of Mang Den (Pa Sy Waterfall, Dam Bri Lake,
Mang Den pine forest).

Visiting tourist attractions (E Ban Farm, Khanh Lam Pagoda, the Statue of
Our Lady of Fatima).

Experiencing cultural activities (unique architecture of the Krong house, the

local market in Kon Bring Village, cooking with local people, campfire, gong team,
xoang dance).

Experiencing therapeutic activities (meditation, massage, sauna, herbal

baths, and savoring dishes made from medicinal herbs).

Shopping and check-in activities.

Enjoying local specialties (bamboo rice, grilled chicken, roasted pork and herb
salad).

2.5. Unique Value Proposition

As a pristine place, the people are mainly indigenous people with medicinal
potential, Mang Den is an ideal destination for those who want to heal, relax, be close
to nature, and be quiet. Therefore, a tour to Mang Den will create a breakthrough in
the growing trend of wellness tourism. Our Epic Mang Den is meticulously designed
and promises to provide travelers with the most memorable therapeutic travel
experiences through the following unique values.

First of all, what makes our tour particularly valuable is the meditation activity.
This method is applied throughout all 3 days of the tour, including both the evening
before bedtime and early morning. When arriving at the epic Mang Den, travelers will
experience meditation at various locations, including homestays, Pa Sy waterfall, and

17
Khanh Lam pagoda, with the dedicated guidance of local meditation instructors.
Visitors will also learn various meditation techniques, such as mindfulness meditation,
transcendental meditation, guided meditation, and yoga meditation, enriching their
meditation practices at different locations. We choose meditation as the focal point of
the trip because meditation not only helps the body relax, reduces the stresses of life
but also directly impacts the brain and reduces the risk of illness. Therefore, our goal
is to instill a meditation habit in tourists after the tour. After the tour, our staff will
host a daily 45-minute Zoom meeting during the designated meditation hours,
allowing travelers to actively engage in meditation and maintain their practice. Our
staff will also monitor the frequency of meditation practice of travelers after the trip.
To further entice participants in this activity, once the staff verifies the completion of
meditation requirements, customers will receive special discounts for future trips of
our company.

The second one is add-on services, which are also a factor that we emphasize
because they will bring more experiential activities for tourists as well as generate
additional revenue for the Epic Mang Den. To be specific, first, meditation is certainly
free. However, we have also designed a variety of other wellness activities, including
massage, sauna, and herbal baths as mentioned above. Therefore, these therapeutic
activities will be add-on services to meditation. Meditation is a prearranged activity,
and tour participants can also have the option to experience other therapeutic
activities, which incur an additional fee. Moreover, we will decorate some sightseeing
spots to create more beautiful check-in spaces, combining natural and artificial
elements for tourists. In this activity, we also offer services such as traditional
costume rentals, accessory rentals, and makeup if tourists desire them, and these
services will be charged separately from the tour. Regarding shopping, vouchers for
local souvenirs, that are medicinal herb products, will be provided for groups of
tourists spending a substantial amount on add-on services.

2.6. Unfair Advantages

Epic Mang Đen is different from other tours on the market in a number of
aspects. Firstly, the local medicinal plant sources (forest lingzhi mushroom, wild jade

18
ginseng, ming aralia, etc) are utilized for therapeutic treatments. These local products
are typically harvested at their peak freshness and require less transportation, resulting
in fresher and more nutritious quality.
Besides the medicinal plant sources, we also make use of the local human
resources. The native community is trained as massage therapists, and
yoga/meditation instructors and is licensed with reliable certificates. The local people
have the best understanding about the use of regional products; therefore it is
beneficial that they can make use of that knowledge as bread and butter.
Thanks to the natural, cultural, and medicinal potential, Epic Mang Den offers
a wide range of wellness experiences, ranging from physical treatment namely
meditation, sauna, massage, and herbal baths to cultural approaches. Each method is
guaranteed for quality to offer the best experiences to tourists. For example, in terms
of massage therapy, tourists will be served by local professional massage therapists in
a one-way glass-paneled room to ensure that they can enjoy the natural scenery at the
same time. The herbal bath method is the same. Slipping into a hot, healing bath with
a view of nature is beneficial for the body and mind. Both methods will use high-
quality medicinal herbs, and essential oils from medicinal herbs, ensuring the safety of
the health of visitors. In addition, the experience of nature and the culture of Mang
Den is also a method of mental therapy. Immersing in the pristine nature, and
tranquility, and participating in the cultural activities of the highland ethnic groups
such as enjoying the flavorful dishes from medicinal plants or participating in
traditional dances; all of which enhance tourists’ authentic experience and develop
mental health and personal growth simultaneously.

2.7. Key Metrics

a) Website traffic: the number of users visiting a website (around 1000
visits/month).
b) Conversion rate: the percentage of website visitors who take a desired
action such as making a purchase on our tour, filling out a form, or
subscribing to a service (0.5 - 1%).
c) Customer feedback and reviews on Google and booking platforms.

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 2.8. Cost - Price - Revenue
2.8.1. Cost structure

No Category Description Unit Price Quantity Final price

Staff salary person 3.000.000 10 30.000.000
Office rental fees room 7.000.000 1 7.000.000
1 Fixed
Office supplies
costs object 50.000 100 5.000.000
(stationery, furniture)

Tour guide wages person 1.200.000 5 6.000.000

Therapists/Yoga
person 1.500.000 5 7.500.000
instructors wages

Marketing and
5.000.000 5.000.000
advertising
2
Commissions 5.000.000 5.000.000

Variable Other expenses

costs (transportation,
15.000.000 15.000.000
insurance, vehicle
rental, etc)

TOTAL 80.500.000

2.8.2. Proposed Price

Transportation

Round-trip plane ticket 2.500.000 VND/person

Personal round-trip coach from/to 300.000 VND/person

airport

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Traveling within Mang Den Car 300.000 VND/day/person

Accommodation

To Chim Ri Homestay (double-bed 500.000 VND/night/person

room)

Entrance Fee for Tourist Attraction

Kon Bring Village Free

Pine forest Free

EBan Farm 30.000 VND/person

Khanh Lam Pagoda Free

Pa Sy Waterfall 20.000 VND/person

Therapy Treatment

Meditation 100.000 VND/person

Massage 250.000 VND/person

Herbal bath 50.000 VND/person

Sauna 200.000 VND/person

Meals

7 meals - 3 days 1.000.000 VND/person

Travel Insurance

Travel insurance 25.000 VND/person/day

Total cost: 5.775.000 VND/person

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 2.8.3. Revenue Streams
a) Tour package: 5.775.000 VND/person/tour.
b) Subscription fees: 200.000 VND/person.
c) Add-on services (photography, merchandise): 200.000 VND/person.
d) Commission from hotel & accommodation booking, transportation service,
travel insurance (10.000.000 VND).

3. Action Plans
3.1. Channels
a) Social networks and websites (Facebook page, Youtube channel): free.
b) SEO tools: 2.000.000 VND/month.
c) Offer travel bloggers to experience the tour: 2.000.000 VND.
d) PR writing on e-newspapers, advertising on travel blogs, and online travel
agencies (OTA) (Agoda): 1.000.000 VND.
e) Email marketing: MailChimp: free, UltraMail: 50 free emails per day.
f) Word of mouth.

3.2. Tour Preparation & Marketing Plan

Prior to tour Tour Research and understand the destination: research Mang
preparation Den’s culture, tourist attractions, or any special rules of the
region

Provide meditation/yoga/massage training courses for locals

(3 months)

Set up itinerary: plan activities and decide on the duration of

the tour

Seek approval from the local council

Contact potential local partners (restaurants, homestays,

transportation services, etc.)

22
 Create social media pages and channels (Youtube, TikTok)

Design logo and timeline for posting on social media

Advertise on social media, e-newspapers, travel blogs, and

OTAs

Book ads using SEO tools

Marketing Promote on social media

Provide meditation/yoga/massage training courses for locals

(3 months)

Offer travel bloggers/Youtubers/TikTokers to experience the

tour

Discounts for early birds

Book ads using SEO tools

Marketing Promote on social media

Discounts for early birds

During tour
Prepare a detailed itinerary, packing list, and cultural tips for

Tour customers

conduction Keep customers informed about travel arrangements and

what to expect during the tour

Offer a 10% voucher for tourists posting their feedback on the trip on social
media
Post tour
Continue promoting on social media and running ads on different platforms

Gather feedback from participants to improve future tours

III. CONCLUSION

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 To sum up, we have presented our plan for operating a 3-day-2-night trip to
Mang Den, Kon Tum. Through extensive research by applying the SWOT model, we
have identified strategic opportunities and challenges regarding both natural and social
issues. After carefully analyzing the region’s market situation, we focused on studying
our customer segment, unique value proposition, and unfair advantages before
building a detailed tour itinerary and applying various key performance metrics to
carefully monitor our plan.
We are therefore confident that by taking advantage of this place's natural and
cultural potential, we can put the focus of our tour on providing customers with a
therapeutic experience, with a view to becoming one of the leading figures in
developing this type of tourism in the region.

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