Aims
There are main purposes of this finding:
Help lecturers and students acquire or absorb knowledge about the tourism and travel service system, understand more about recruitment policies, train guides from tour operators.
Propose solutions to improve the quality of tour guides, especially INBOUND guides.
Investigate tour operators' welfare for guides as well as training activities in improving the company's service quality.
Objectives
Investigate the quality of recruitment and training of guides of Vietravel, Da Nang branch.
Assess the strengths and weaknesses of tour guides at the company.
Identify problems that need to be overcome and offer solutions to improve the quality of INBOUND guides.
SCOPE OF THE STUDY
This article examines the training strategies for tour guides at Vietravel's Da Nang branch, with a focus on enhancing the quality of inbound tour services It aims to identify effective solutions to improve the performance and expertise of Vietravel's tour guides, ultimately contributing to a better customer experience.
METHODS OF THE STUDY
In this case study, some methods of collection, analysis, and evaluation were used to complete this graduate thesis.
To gather information for this analysis, I conducted extensive research using online resources, the Vietravel company website, and various documents Additionally, I reached out to staff members at the Vietravel Da Nang branch to obtain firsthand data This research enabled me to analyze and evaluate the strengths and weaknesses of the tour guide room at Vietravel, as well as assess the performance of the INBOUND tour guide team within the company.
ORGANIZATION OF THE STUDY
This study consists of five chapters that will be discussed different issues :
This article presents a comprehensive study on the tourism and travel industry, beginning with an introduction to the rationale, aims, objectives, scope, organization, and methodology of the research It provides a theoretical background on tour operators, their services, and the essential role of guides within the industry The focus then shifts to Vietravel's Da Nang branch, detailing the tour guide department and examining the realities faced by inbound guides Finally, the study evaluates the strengths and weaknesses of the tour guide department and assesses the performance of the inbound tour guide team at Vietravel Da Nang branch, offering insights into areas for improvement and growth.
Chapter 5: Some solutions for improving the quality of Inbound guides at Vietravel company Da Nang branch.
Chapter 6: Conclusion and Some Suggestions This section summarizes the research results and makes recommendations for Vietravel company Da Nang branch
THEORETICAL BACKGROUND
An overview of Tour Operator (T.O)
Tourism has emerged as one of the most significant industries globally, serving as a primary source of income for many countries and driving their economic growth This prominence has led to the rise of Tour Operators (TO), which play a crucial role in the tourism sector To gain a clearer understanding of what a tour operator is and the various classifications of tour operators, it's essential to explore the fundamentals and categories within this industry.
According to the curriculum tourism overview of Master Ngo Thi Dieu An published in 2014 :
The travel company in English is called Tour Operator - T.O
A Tour Operator is a business entity that specializes in creating personalized travel experiences by coordinating various services, including transportation, accommodation, meals, sightseeing, tour guides, and entertainment, all within a single comprehensive tour package They utilize a network of travel agencies or sell directly to consumers, ensuring seamless travel solutions for tourists.
In Vietnam, a Tour Operator is a legally recognized entity with independent accounting, focused on generating profit by engaging in travel contracts and organizing tourism programs for travelers.
According to VietISO Joint Stock Company's tourism business website, each country has a classification that reflects its unique tourist activity conditions, typically determined by specific criteria set by tour operators.
- The main area of activity of tour operators
- Size and working methods of tour operators
- The relationship between tour operators and tourists
- Regulation of Tourism Management Agencies.
According to the classification of the National Tourism Administration of Vietnam, Tour Operators are divided into two categories: international Tour Operators and national Tour Operators.
According to the curriculum tourism overview of Master Ngo Thi Dieu An published in 2014:
International Tour Operators play a crucial role in developing, marketing, and managing both complete and customized tour packages for travelers interested in visiting Vietnam They facilitate inbound tourism by attracting international visitors to Vietnam while also organizing outbound travel for Vietnamese citizens and foreign residents.
Carry out sold travel programs or conclude partial and combined contracts for national tour operators.
• Conditions for international tour operators :
1 Having an international travel business license issued by the central state management agency in charge of tourism.
2 Have a travel business plan; has a tour program for international tourists according to the business scope specified in Clause 1, Article 47 of the
3 An international travel business operator must have at least four years of experience in the travel industry.
4 At least 3 guides are issued with international tour guide cards.
5 There is a deposit as prescribed by the Government.
According to the curriculum tourism overview of Master Ngo Thi Dieu An published in 2014:
National Tour Operators play a crucial role in establishing, promoting, and managing national travel programs They are tasked with organizing tourism services for foreign visitors, ensuring the effective implementation of programs approved by international tour operators in Vietnam.
• Conditions for national tour operators :
1 Registered for national tour operators at the relevant business registration office
2 Have a national travel company plan; There are tourist programs for national tourists
3 The person running the domestic travel business must have at least three years' experience in the travel industry
4 Exercise the rights and obligations of organizations and individuals engaged in tourism business as prescribed in Articles 39 and 40 of the Vietnamese Tourism Act.
According to VietISO Joint Stock Company's tourism business website, Japan's tourism sector features a classification system similar to Vietnam's, which includes national Tour Operators, general Tour Operators akin to international counterparts, and affiliated tour operators acting as representatives or agents for other companies Globally, various countries may adopt different classifications, but this model remains one of the most widely recognized.
Services of Tour Operator
Tourist services encompass a range of offerings that utilize tourist resources to satisfy the needs of travelers These resources consist of natural landscapes, elements of nature, and cultural values, which collectively form the foundation for developing tourist products.
Travel Agent General Of Travel
International Tour Operators National Tour
Tourist operators categorize attractions into two primary types: natural tourist resources and cultural-historical tourist resources This classification has led to the establishment of tour operators that provide comprehensive packages encompassing a variety of services and brokerage options, enhancing the overall travel experience Understanding these services is essential for appreciating the diversity of offerings in the tourism industry.
Tour operators typically offer two primary types of services and often expand their offerings to include additional general services during the development process Large companies frequently manage the majority of travel services, ensuring a comprehensive travel experience for customers.
Based on information from the tourism business website of VietISO Joint Stock Company have the following information :
Intermediate services offered by tour operators involve acting as sales representatives for travel products from other manufacturers rather than providing products directly These services encompass booking agents, airline ticket sales, transportation brokerage, travel insurance brokering, and the registration and reservation of travel programs and hotel accommodations.
Package travel program: characteristic of travel and tourism activities Tour operators combine the products of individual manufacturers into a finished product and sell it to tourists at a combined price
General products: In the development phase, tour operators can expand their field of activity to become direct producers of tourism products
The large tour operators participate in almost all areas of tourism,including: hotels, entertainment services, travel transport services,banking services for tourists
Tour guides
Tourism plays a vital role in the economies of many countries, including Vietnam, generating millions of job opportunities annually Among these, the profession of a tour guide is particularly appealing to young individuals due to its significant growth potential This article explores the definition of a tour guide, the importance of their role in the tourism industry, and the specific functions of an inbound tour guide.
According to my research from the official website of the Vietnam National Administration of Tourism and Discovery:
A tour guide is a professional in the tourism service industry who utilizes a chosen language to accurately present and explain information about various locations, historical sites, significant events, and cultural and natural heritage Their role is essential in enhancing the tourist experience by providing insights relevant to the travelers' interests and objectives.
A tour guide plays a crucial role in the travel industry by executing the terms outlined in the travel service contract, generating revenue for the business, and delivering essential information about destinations and attractions throughout the journey.
2.4.2 The role of tour guides
According to the introduction and training program of the Intermediate School of Economics and Tourism, Ho Chi Minh City:
The tour guide plays a crucial role in the tourism industry by directly interacting with and catering to guests during various activities The effectiveness of service largely hinges on the performance of tour guides, making their role vital for both tour operators and the overall visitor experience.
For tourists, the role of the guide is:
Relationship builder and customer first contact, providing customers with essential services according to their needs.
Will become the tourist's companion throughout the tour, from dining, resting, shopping
Tourist guides play a crucial role in ensuring a smooth travel experience, serving as the primary point of contact for visitors facing issues or inquiries They are dedicated to resolving problems and managing various situations, allowing tourists to feel secure and confident as they continue their journey.
For tour operators, the role of the tour guide is:
Build relationships and contact with customers from many different sources, attract more new customers to use the tour of the business.
Tour guides play a crucial role in enhancing the company's image and brand, serving as key representatives of the Government They introduce tourists to the nation's rich historical, cultural, and scenic attractions, ensuring an engaging and informative experience.
Tour guides also have the role of surveying, capturing customers' tastes as well as providing feedback to help businesses build the best tours or business strategies.
Inbound is a term that is used a lot today, as well as in the travel and marketing industries In different fields Inbound will also have completely different meanings.
In the tourism industry Inbound is a concept that represents the domestic tourism industry
According to the Cambridge dictionary:
"Inbound is understood as the act of going to a specific place in the country".
Inbound tourism refers to foreign visitors traveling to Vietnam, distinguishing it from domestic tourism, which involves Vietnamese citizens exploring their own country This emerging segment presents significant economic opportunities for Vietnam's tourism sector, showcasing strong growth potential Understanding inbound tourism and the role of inbound tour guides is essential for maximizing these benefits.
According to UNWTO - World Tourism Organization:
Inbound tourism refers to the travel activities of visitors who stay in a country for a duration of at least 24 hours but not exceeding one year These tourists seek to engage in leisure activities, focusing on rest and relaxation rather than long-term employment.
Inbound tourism in Vietnam refers to the exploration of the country's beauty and culture by foreign visitors, known as inbound guests These guests include foreigners traveling to Vietnam for a short stay, as well as Vietnamese expatriates returning to visit their homeland This tourism segment highlights the unique experiences offered by Vietnam, attracting those who live and work abroad to reconnect with their roots.
Inbound tours for international visitors are typically organized by travel agencies to effectively showcase the host country's attractions These operators offer comprehensive support to customers who purchase their service packages, including administrative documentation, activity arrangements, guided interpretation, airport transfers, and emergency assistance.
2.4.4.2 Definition of inbound tour guides
In the Inbound career orientation article on the job introduction page JOBPRO Inbound tour guide is understood as:
Tourist guides play a crucial role in welcoming and educating foreign visitors about their host country They serve as the face of the nation, fostering friendship and understanding between cultures By communicating in the tourists' language, guides effectively showcase the unique cultural, natural, and social highlights of their country, ensuring an enriching experience for travelers.
2.4.4.3 Role of inbound tour guides
Also in the Inbound job article on the job introduction page JOBPRO mentioned the role of this profession:
Inbound tour guides play a crucial role in enhancing the tourist experience by offering essential information during guest interactions They facilitate introductions and presentations that cover various aspects, including politics, economy, society, customs, and administrative procedures Additionally, they provide insights into local services and help travelers appreciate the cultural, material, spiritual, and natural beauty of their destination.
In addition, the guides will be the ones to assist visitors in case of an emergency.
2.4.4.4 Necessary skills of inbound tour guides
To excel as an Inbound job guide, candidates must meet specific requirements outlined on the JOBPRO job introduction page Key qualifications include strong communication skills, a customer-centric approach, and the ability to effectively manage inquiries and provide accurate information Additionally, proficiency in relevant technologies and a solid understanding of industry standards are essential for success in this role.
Tour guides, trained in tourism-related fields, must possess extensive knowledge and excellent communication skills to effectively address customer inquiries Essential qualities include persuasion, confidence, and the ability to handle situations flexibly while demonstrating proficiency in foreign languages, particularly for inbound tours Prior to leading tours, guides should familiarize themselves with the culture and lifestyle of the destinations to provide the best service to tourists A friendly, enthusiastic, and polite demeanor is crucial, even in challenging situations Additionally, understanding local laws and regulations is vital for a smooth tour experience, and maintaining good health is a necessity for any guide.
CASE DESCRIPTION
An Overview of Vietravel company Da Nang Branch
3.1.1 History and Development of Vietravel Da Nang Branch
Transaction name: Vietnam Transport Marketing and Tourism Joint Stock
Transaction name in English: Vietnam Travel and Marketing Transports
Abbreviated name in English: Vietravel.
Branch Manager: Mr Doan Hai Dang.
Address: 58 Pasteur, Hai Chau District, Da Nang.
Email: vtv.danang@vietravel.com
Vietravel company Da Nang branch was established on 15/11/1999 at address 58 Pasteur, Hai Chau district, Da Nang city With a team of young and professionally trained staff.
The Vietravel Da Nang branch plays a crucial role in the central region as it oversees and manages other branches, ensuring their efficient operation and coordination.
With over 20 years of operation, the Da Nang branch has successfully navigated numerous challenges, achieving remarkable breakthroughs in its business strategy It has established itself as a leading force in business and tourism activities throughout the Central region.
As a dedicated "Professional Travel Organizer," the company upholds high standards of service excellence, showcasing professionalism in its operations and fostering strong internal relationships among departments and staff.
3.1.2 Organization of Vietravel company Da Nang Branch
The branch is headed by director Mr Doan Hai Dang, the branch is divided into two distinct segments with many departments with different functions.
The operational activities of the branch are divided into two segments, each comprising three specialized departments: the operating, guidance, and financial accounting departments in the first segment, and the communication, retail customer, and group customer departments in the second Each department not only focuses on its area of expertise but also collaborates with others to enhance overall efficiency in management and operations The branch's organizational structure is designed based on an online and functional model, which promotes mobility, flexibility, and effective inter-departmental cooperation, ensuring a clear division of responsibilities that optimizes the working environment.
Deputy Sales Director Deputy Managing
Figure 3 2 Organization chart of Vietravel Da Nang
(Source: Vietravel tour guide room Da Nang branch)
3.1.3 Functions of each department in the company
Each different department at the company will have different specific functions as follows:
The current Board of Administrators includes Director Mr Doan Hai Dang and Deputy Directors Duong Quang Binh and Ms Tran Thi Ngoc Tu This board is responsible for the direct management of the business, ensuring accountability for operational results to the Corporation's Board of Directors, and is tasked with planning activities for future business growth.
Accoun ting - Admini stration Depart ment
Sales Depart ment – sales FIT
Sales Depart ment – sales GIT
Commu nication and Marketi ng Depart ment
Department behalf of the company The Board of Directors is also the negotiator with the partners, in addition, is responsible for advising the group's leadership.
The operating room of the travel company serves as the core of its production organization, facilitating the execution of travel services and acting as a vital link between the agency and the tourism service provider market Organized by workgroups, major tourist routes, or key products, the operating room is responsible for coordinating the entire business operations of travel programs This includes planning and executing tourism services, such as booking hotel accommodations and transportation, to meet time and quality requirements based on plans and guest notifications from the marketing department.
Establish and maintain close relationships with relevant agencies contracting with suppliers of tourism goods and services Choose suppliers with products that ensure quality reputation.
Oversee the execution of travel programs by collaborating with the accounting department to facilitate payments to travel suppliers and sending companies Efficiently address any unexpected issues that arise during the implementation of these travel initiatives.
The human resources department is essential for developing the company's workforce by implementing regulations, rules, and reward systems, as well as managing discipline and salary structures Additionally, this department plays a crucial role in training team members and ensuring the effective performance of office operations within the organization.
The accounting department plays a crucial role in managing financial activities, including tracking and documenting business expenses through the state's accounting and liquidity systems It is responsible for overseeing the utilization of the company's capital and assets, as well as providing regular reports on the organization's financial status as required.
The finance department plays a crucial role in the company, as it manages the financial system that connects with all other departments Tour guides seeking to request advances or finalize tours must coordinate their efforts through this essential department.
The company's sales department is divided into 2 different departments :
The Sales Department for FIT (Free Individual Travelers) focuses on retail sales and expert advice for passive travel programs, catering primarily to small groups and individual travelers seeking domestic and international experiences This department collaborates closely with operations, marketing, and guides to create travel programs that maximize customer satisfaction.
The Sales Department for Group Inclusive Tours (GIT) specializes in consulting and selling tours for groups of 20 or more people, primarily catering to companies and organizations The GIT team collaborates closely with delegation leaders to design tailored tours that align with their vision and budget After creating a customized itinerary and pricing, the team facilitates the selection of guides from a recommended list, often engaging in competitive bidding to secure contracts This division operates under significant pressure due to intense competition from other companies, necessitating effective coordination with related departments to ensure smooth operations.
The marketing department plays a crucial role in managing communication activities, including advertising, promotions, customer gifts, and care It collaborates with various teams and retail outlets to facilitate communication through electronic channels Additionally, the department handles customer inquiries and complaints, designs advertisements for the company's website, and organizes events related to the company.
The tour guide department is responsible for creating efficient tour programs, addressing urgent issues such as trip costs, transportation, and scheduling, while also managing communication with guides through emails and complaints This department plays a crucial role in training and guiding the company's staff, representing the company in guest interactions, and promoting additional travel programs The overall customer satisfaction with their trips heavily relies on the quality of the tour guides and the department itself To enhance the knowledge of their team, the department organizes a star rating contest every two years, adhering to 2, 3, 4, and 5-star standards across Vietnam, which helps in assigning appropriate travel and business opportunities based on the guides' ratings.
The company's product system
Figure 3 3 Product system diagram at Vietravel Da Nang
(Source: Vietravel internal Da Nang branch)
Cultural and historical tourism Event tourism Relax tourism Medical tourism Ecotourism Tour discover travel to visit relatives Travel in transit Sea tourism Sports tourism Travel for honeymoon
Cultural and historical tourism Event tourism Relax tourism Medical tourism Ecotourism Tour discover travel to visit relatives Travel in transit Sea tourism Sports tourism Travel for honeymoon
Tour discover travel to visit relatives
On-demand tours Conference travel Survey tour Travel services in Vietnam for foreigners
On-demand tours Conference travel Survey tour Foreign travel service
The Da Nang branch of Vietravel offers a comprehensive range of tourism products and services, aligning closely with those of the Vietravel corporation, with the exception of specific customer service offerings like the Green Leaf Center and labor export programs Their travel options encompass package tours for outbound, inbound, and domestic tourists, as well as customized travel programs tailored to individual preferences Additionally, they provide various services including car rentals, air ticketing, and hotel accommodations Their tourism programs cater to diverse interests, featuring cultural and historical tourism, event tourism, resort experiences, medical tourism, discovery trips, family visits, transit travel, cruise adventures, beach holidays, sports tourism, and honeymoon packages.
Our product system is designed to meet customer needs and includes a variety of options such as on-demand tours, conference tours, and survey tours We offer comprehensive travel services both abroad and within Vietnam for Vietnamese citizens, as well as tailored tourism services in Vietnam for foreign visitors.
Some tour programs are provided by the Vietravel tour guide department :
Return to Hue Ancient Capital: Khai Dinh Tomb - Citadel - Thien Mu Pagoda. Hue - La Vang - Paradise Cave - Ba Na - Hoi An - Da Nang (4-star and 5-star hotel
Cham Museum - Son Tra - Marble Mountains.
Marble Mountains - Hoi An Ancient Town.
Da Nang - Ba Na - Hoi An.
Explore the vibrant Spring colors of Vietnam's Heritage Region, including Da Nang, Ba Na, Son Tra, Hoi An, and Hue Experience the natural beauty of Phong Nha Cave and the spiritual significance of La Vang Enjoy a luxurious stay in 4-star and 5-star hotels while discovering the rich culture and stunning landscapes of this captivating area.
Dalat Land of Flowers - Fly to stimulate demand with Vietnam Airlines.
Ba Na "Road to fairyland".
Da Nang - Ba Na - Hoi An - La Vang - Paradise Cave - Hue.
Some tour programs are provided by the Vietravel tour guide department :
Seoul - Everland Park - Nami Island - Drum cat Show ticket giveaway.
Malaysia - Singapore - Orchid Garden - 4-star hotel in Singapore.
Taipei - Taichung - Kaohsiung - Yehliu Park - Nantou - 4-star hotel flying direct from Da Nang.
Hong Kong - Disneyland - Chi Lien Zen Monastery.
Singapore - Orchid Garden Tour (Jetstar Airlines - 4 Star Hotel)
Vietravel Da Nang branch stands out among its competitors in Da Nang city by offering a diverse and extensive range of travel products and services This variety allows customers to easily explore and select options that best meet their individual needs and those of their families.
Detailed introduction of tour guide department
3.3.1 Functions and duties of tour guide department
The tour guide department oversees the management of the company's tour guide team, ensuring the right guides are assigned based on guest plans They monitor the execution of travel programs, address tourist inquiries, and swiftly resolve any unexpected issues that arise during tours Additionally, the department is dedicated to building, maintaining, and developing a professional team of guides and collaborators.
Conduct learning and retraining activities so that the instructors have professional qualifications, high professional qualifications, good professional qualities, and meet the needs of the company's guidance.
To ensure optimal effectiveness, tour guides must collaborate closely with various departments within the company while adhering to established regulations throughout the group travel process.
As the primary liaison for the company, I engage with tourists, customers, and suppliers while executing advertising and marketing initiatives through guides I effectively manage complaints and address emerging issues by resolving urgent matters related to trip expenses, transportation, and tour schedules Additionally, I respond promptly to emails and complaints from guides, implementing necessary remedial measures to ensure customer satisfaction.
3.3.2 Organizational structure of tour guide department
Figure 3.4 Organization chart of the tour guide room
(Source: Vietravel internal Da Nang branch)
The organizational structure of the Vietravel Da Nang branch's tour guide department is led by Mr Tran Van Hoa, who oversees management, arrangement, supervision, and problem-solving during tours Supporting him is coordinator Mr Nguyen Hoang Bao, who classifies and coordinates upcoming tour programs The department comprises two key groups: official guides and collaborators, who work together to execute travel programs and serve as the company's primary representatives in direct customer interactions, addressing any issues that arise during tours.
3.3.3 Resources at the tour guide department
Manager of the tour guide department
Manager of the tour guide department
Table 3 1 Structure of the labor force at the Tour guide department
(Source: Vietravel internal Da Nang branch)
From the table above, we can see that the company's guidelines are divided into the following two sources:
The Vietravel Da Nang branch employs six official male guides, all of whom possess over ten years of experience in the profession These seasoned professionals have been with the company for a significant duration, ensuring a high level of expertise and knowledge for their clients.
The company boasts a team of 124 collaborators, including 100 male guides and 24 female guides Notably, 80% of the tour guide team is relatively young, with ages ranging from 22 to 33 years old.
To become a tour guide at Vietravel's Da Nang branch, candidates must complete a tourism training course Most tour guides at Vietravel have graduated from universities and colleges that specialize in tourism education.
3.3.4 Technical facilities at the tour guide department
Table 3 2 Facilities at the tour guide room
(Source: Vietravel tour guide department Da Nang branch)
The tour guide room is equipped with modern facilities that are in excellent condition, creating an optimal working environment for staff This comprehensive setup enhances daily operations, including the organization and management of tour programs and guides, leading to improved efficiency and effectiveness in service delivery.
3.4 Inbound tour guides at Vietravel company Da Nang branch
Number Sex Degree Độ tuổi
Table 3.3 Inbound tour guide at the company in 2020
(Source: Vietravel tour guide department Da Nang branch)
Inbound tour guides at Vietravel Da Nang branch
Inbound guides are aged from 23 -> 26 years old: There are quite a lot of them, namely 6 guides.
Inbound guides are over 26 years old: Less than 23->26 years old group, but they are the leading birds leading other young guides.
To work in a travel agency, particularly in the tour guide department, a minimum educational background of intermediate school, college, or university training in tourism is essential At the Vietravel company’s Da Nang branch, all inbound guides hold degrees from specialized tourism institutions Furthermore, the guides possess English proficiency that meets established standards, including a TOEIC certificate with scores of 650 in Reading and Listening, 160 in Speaking, and 150 in Writing, as well as an IELTS score of 5.5.
Vietravel's Da Nang branch has actively recruited inbound guides to enhance its travel programs, focusing on the specific needs within the company The recruitment process involves evaluating current employees, particularly outbound guides, for their potential to transition into inbound roles Following this assessment, the company provides training and conducts evaluations to ensure the guides are well-prepared before they embark on tours to expand their presence in the inbound market.
Outside: Currently, the company is using 3 main recruitment methods:
The company aims to forge partnerships with tourism training institutions in Da Nang, including Duy Tan University, the University of Science and Technology, and the University of Foreign Languages Faculty members from these universities and colleges are encouraged to introduce themselves to the company and provide personalized guidance to instructors during the recruitment process at their respective schools.
Vietravel's Da Nang branch is leveraging its network of colleagues, friends, and relatives to identify potential candidates for recruitment This approach ensures a careful introduction of candidates, allowing the company to effectively screen applicants through trusted connections As a result, Vietravel can save both time and money while still securing high-quality talent.
Vietravel's Da Nang branch will announce job openings on various platforms, including websites and social media channels like Facebook, Instagram, and Danang tour guide fan pages, to attract potential candidates Due to the high volume of resumes received, the company will implement a more rigorous recruitment process.
The recruitment process at Vietravel's Da Nang branch consists of five key steps It begins with announcing job openings through various media, including the company's website and social media pages Next, the team receives and screens candidates' resumes Following this, the department head organizes direct interviews to assess candidates' knowledge, professional qualifications, and skills The aim is to select the best candidates who align with the company's requirements Finally, selected candidates are hired and undergo a three-month probation period.
3.4.2 Inbound tour guide training policy
Vietravel company Da Nang branch sets out the training objectives for Inbound tour guides as follows:
Improve the professional qualifications, job performance skills, and international guest management capabilities of Inbound guides so that they can effectively carry out their work.
Regular assessments of English proficiency empower Inbound guides to enhance their language skills and improve communication effectiveness This ongoing evaluation ensures that guides can promptly acquire and apply relevant knowledge throughout the tour process.
The Company's Inbound guides must possess adequate capacity, strong political qualities, and professional demeanor while adhering to labor safety, fire prevention, and environmental sanitation regulations This commitment not only ensures compliance but also fosters a positive and impressive image for the Company in the eyes of international clients.
Inbound guides undergo a comprehensive training program that covers essential knowledge similar to that of domestic guides This program consists of nine lessons, each designed to equip guides with the fundamental information necessary for their role.
When submitting the training program, the team leader will include essential details such as the training content, objectives, implementation timeline, participant list, instructors, and learning materials This structured approach prevents uncontrolled training initiatives that can lead to inefficiencies and resource waste Participants in the course will gain a solid understanding of foundational knowledge, enhancing their ability to support the travel program effectively.
Upon completing the course, the Inbound tour guide will prepare a presentation in English about the trained routes This process enhances the guide's understanding of the destinations featured in the company's travel programs while also improving their foreign language skills, which are essential for successfully executing these programs.
In addition, after participating in a joint course with a local guide, the Inbound guide will participate in a course on Champa culture.
The company offers new Inbound guides the opportunity to shadow experienced guides, allowing them to gain practical knowledge and insights into the profession This hands-on experience fosters a deep appreciation for the job while emphasizing professionalism and ethical practices in the guiding industry.
After completing the 9-lesson training program, Inbound instructors will take a multiple-choice survey in English, assessing their knowledge of routes, history, and geography A score of 50 out of 100 is required to qualify for tours led by veteran Inbound guides Additionally, the instructor will evaluate each student's performance, submitting feedback to the guidance department The head of the guidance department will review these evaluations to retain students who successfully complete the course, achieve high scores, and adhere to the established rules and regulations.
Vietravel Company’s Da Nang branch has implemented a salary-based system for its tour guides, distinguishing between inbound, domestic, and outbound guides Inbound tour guides receive a daily wage of 500,000 VND, while compensation for domestic and outbound guides varies based on their star ratings achieved in a contest Additionally, a standard tip of $5 per person per day is prescribed for the inbound market.
There are 2 ways to receive tips from guides:
The guide will receive the tip directly from the guest.
The company collects from the guests and then transfers them to the tour guide.
Inbound tour guide 500,000 VND/day tip : $5/person/day
Table 3 4 The salary policy of Inbound tour guide
(Source: Vietravel internal Da Nang branch)
The company offers attractive bonus policies for guides, along with special incentives for tours Additionally, it promotes various sports and cultural activities to help guides unwind and stay motivated in their roles.
ANALYSIS AND EVALUATION
Analysis and evaluation of tour guides department of Vietravel company
Basing on Table 3.1, we can analyze the following issues:
Figure 4.1 The number of tour guides
(Source: Vietravel internal Da Nang branch)
The Vietravel Da Nang branch has a sufficient number of guides to meet tourist demands during peak season, but there is a notable disparity between official guides and collaborators With only 6 official tour guides, representing less than 4.5% of the total, all of whom are men, the branch relies heavily on its 124 collaborators, over 95% of whom are female This gender imbalance highlights the company's focus on the demanding nature of the tour guide profession, which requires significant physical endurance and the ability to handle high-pressure situations, making male guides more suitable for the role Additionally, the difficulty in becoming an official guide suggests that the majority of the guiding workforce consists of collaborators, who often change jobs and lack long-term commitment to the company.
Figure 4.2 The age of tour guides
(Source: Vietravel internal Da Nang branch)
The data presented in Figure 4.2 indicates that the majority of tour guides at the Vietravel Da Nang branch are young, with those aged 22 to 33 constituting over 90% of the total Approximately 80% of these guides are young collaborators, whose dynamism, creativity, and enthusiasm greatly benefit the company This trend presents an excellent opportunity for fresh graduates to join the team and gain valuable experience in the tourism industry.
Currently, the corporation is the usage of three important recruitment channels: Recruitment introduction
Links among universities and colleges to choose students
Recruitment at the website, social network.
(Source: Vietravel internal Da Nang branch)
The Vietravel Da Nang branch prioritizes recruitment through referrals and interview nominations, as this method is both cost-effective and efficient, relying on the reputations of referrers and the company Additionally, the branch collaborates with universities and colleges to source well-trained candidates who meet the company's standards To further expand its talent pool, the company utilizes online platforms and social media for recruitment, although this method yields a lower success rate due to high competition and stringent application screening processes Ultimately, Vietravel emphasizes selecting guides with exceptional knowledge and qualifications, thereby enhancing the overall quality of its services.
Vietravel implements a structured training strategy that involves weekly, monthly, and quarterly learning sessions and assessments This approach enables the company to evaluate the performance of its tour guides based on test results and ratings By classifying tour guides according to their abilities, Vietravel ensures the high quality of its services and enhances the overall customer experience.
Below is the amount and type of knowledge received by the tour guides during the sessions:
Figure 4.4 Knowledge tour guides received after the training course
(Source: Vietravel internal Da Nang branch)
The training course consists of a total of 9 lessons, with 80% dedicated to two primary knowledge types: expert knowledge and route and point knowledge The remaining 20% of the course covers additional essential topics.
Soft skills play a crucial role in guiding tours, as an uneven distribution of lessons can lead to an imbalance in skill sets among guides Even with extensive knowledge and expertise, guides may struggle to address tourists' issues effectively without strong interpersonal skills.
4.1.4 Strength and weaknesses of the tour guides department at Vietravel Da Nang branch
From the above analysis, I make general assessments of the strengths and weaknesses of the tour guides department at the company as follows.
The company boasts a well-equipped tour guide team capable of handling its extensive range of products and services With professionals who possess excellent health and resilience to face travel challenges and high-pressure situations, the company confidently manages peak seasons without concerns about staffing shortages.
In terms of age, the company owns a dynamic and enthusiastic young team that is always ready for work even difficult tours.
The company boasts a team of experienced guides who cater to the needs of even the most discerning guests These seasoned professionals not only lead tours but also mentor younger guides, helping them gain valuable experience and skills.
The company prioritizes high-quality recruitment of guides, emphasizing their knowledge and expertise It is committed to selecting candidates who possess all the essential traits and qualifications required for the profession.
The company prioritizes a strategic training approach that emphasizes expertise, routes, and key points Regular evaluations are conducted to maintain and enhance the quality of the tour guide team Tours are categorized based on the guides' abilities, ensuring that they can effectively perform their roles without compromising the service quality offered by the company.
The company boasts a large number of tour guides, yet the official guides are few, with collaborators serving as the primary resource Male guides significantly outnumber their female counterparts, resulting in limited tour opportunities for female guides.
The age of tour guides is not high because the company likes the enthusiasm and willingness to work with young guides.
About the experience, the number of guides with experience, knowledge, and proficiency in handling difficult problems is not much, because they are often older guides.
Despite the company's thorough recruitment process, the quality of tour guides is compromised when they opt for less challenging tours due to fears of distance or difficult situations This selectivity among guides ultimately diminishes the overall quality of the tours offered.
Effective training strategies for tour guides should emphasize the development of soft skills, such as responding to customer inquiries and adapting flexibly to individual needs By focusing on creating a comfortable experience for each traveler, companies can enhance customer appreciation and trust in their services and product quality.
Situation of Inbound tour guides at Vietravel Da Nang branch
As of 2020, the company's Inbound tour guide team consists of eight members, none of whom are official guides, with nearly 63% being male This gender disparity is influenced by the demands of the guide profession, particularly for Inbound guides, who serve not only as information providers but also as representatives of the country International visitors often have high expectations regarding health, resilience under pressure, and the ability to navigate challenges and risks, which makes male guides more suitable for these roles Consequently, Vietravel prioritizes hiring more male guides.
The inbound tour guide team at the company is predominantly young, with six out of eight members being recent university graduates This youthful dynamic is a strategic advantage, as these enthusiastic guides are eager to work, dedicated to their roles, and quick to learn Their willingness to embrace challenges and determination to succeed further enhances the team's effectiveness and energy.
At this stage in life, the desire to connect with others and build relationships is significant Tourists are often drawn to the vibrant energy of youthful guides, whose optimism and cheerfulness enhance the travel experience However, while their enthusiasm is a strength, it can also lead to impulsiveness and a lack of careful planning Young guides may sometimes rush into decisions or stray from established paths, which can be problematic in a role that requires thoughtful consideration Without a strong foundation, they may struggle to maintain their focus amidst the pressures of trying to excel in various areas.
During the high season, the inbound tour guides at Vietravel's Da Nang branch experience a significant increase in workload due to a surge in sold programs The rise of international routes and charter flights to Da Nang has facilitated the influx of international tourists In a peak month, guides typically manage around two inbound tours and three domestic tours, often working 4-5 consecutive days without much downtime This relentless schedule during busy festivals and summer periods can lead to fatigue among guides, which may detract from the overall tourist experience and result in inevitable complaints.
During the low season, the number of tours decreases, allowing guides to work at a more relaxed pace This period also provides them with the opportunity to visit local markets to seek out potential visitors and enhance their knowledge of the area.
Figure 4.5 Number of Inbound tour guides in the period
(Source: Vietravel internal Da Nang branch)
Figure 4.5 shows that, in the period from 2016 to 2020, the company has a change in the amount of labor recruitment As follows:
In 2017, the number of Inbound tour guides was 6 members, double that of 2016. This increase in staff is due to the influence of Da Nang being the venue for the
2017 APEC Conference, attracting a large amount of attention of international tourists, promoting tourism of Da Nang city.
In 2018, the company conducted a recruitment drive to hire additional well-trained Inbound tour guides, resulting in an increase of over four staff members compared to the previous year, 2017.
In 2019, the company expanded its team by hiring five additional inbound tour guides to meet the demands of the peak season These newly recruited guides are versatile, as they can also conduct domestic tours alongside their inbound tour responsibilities.
At the end of 2019 and into 2020, the tourism industry faced significant challenges due to the Covid-19 pandemic The General Statistics Office reported a sharp decline in international visitors to Vietnam, with only nearly 450,000 arrivals in March 2020—a staggering 68.1% drop compared to the same month in 2019 and a 63.8% decrease from February This downturn led to a reduction in tour offerings, particularly in Da Nang, which became a hotspot for outbreaks, forcing the suspension of tourist activities As a result, many tour guides experienced unemployment for over three months during what is typically the peak season, reducing the number of inbound guides at the Vietravel Da Nang branch to just eight The situation remained largely unchanged into 2021, as the pandemic continued to affect the industry.
4.2.2 Situation of Inbound tour guide training
The Da Nang branch of Vietravel has established overarching goals; however, the training courses lack specific objectives To enhance the effectiveness of these sessions, it is essential to define clear goals and outcomes This clarity will enable inbound tour guides to understand what knowledge and skills they need to acquire after each training session.
Below is the specific training program of the Inbound tour guides:
2 Celebrities of the Central Region
5 Route-Training point “Central Heritage” - North and
8 The general culture of the region
9 Career guide in the future
Table 4.1 Training programs for inbound and domestic guides at the company
(Source: Vietravel internal Da Nang branch)
The company offers a comprehensive training program that effectively addresses the psychological needs of its customers European tourists, in particular, are drawn to cultural, architectural, and heritage experiences at their travel destinations They often seek travel packages that include special sites like Hoi An, as well as UNESCO-recognized locations such as the My Son temple and tower, which highlight the unique legacy of the Champa culture and the rich history of Asian civilization.
The company's training content is extensive; however, the methods employed remain limited and predominantly traditional, lacking innovation and modern techniques As a result, these outdated training approaches fail to engage employees, diminishing their motivation to actively participate in training courses.
4.2.3 Situation of Salary and welfare
The salary for inbound tour guides at the company is competitive within the Da Nang market, and regulated tips provide a stable income for the guides Additionally, relaxation activities enhance motivation and foster teamwork, leading to improved service quality This strategic understanding of employee psychology is a significant advantage for the company, ensuring high-quality services.
4.2.4 Strengths and weaknesses of inbound tour guides at Vietravel Da Nang branch
The inbound tour guides at the Vietravel Da Nang branch are well-trained and meet essential criteria for professional qualifications, communication skills, and ethical standards To foster loyalty among the guide team, the company implements incentive policies, rewarding high-achieving guides with cash bonuses and gifts The branch leadership actively recognizes and motivates guides through salary increases during peak seasons and by praising their performance based on customer feedback Additionally, the company invites qualified experts, including lecturers and tourism researchers, to share their knowledge and insights, further enhancing the guides' professional development.
The company has created a comprehensive 9-part training program tailored for new tour guides, focusing on equipping them with essential knowledge, including specialized lessons on Champa culture for inbound guides This initiative not only fosters the development of the next generation of tour guides but also encourages them to express their unique strengths Each training session is designed to provide ample opportunities for guides to share their insights and expertise, promoting a collaborative learning environment.
In addition, the guide room always organizes for the guides practical trips, empirical surveys, and self-tests such as organizing mini-trip trips: Outdoor, Central heritage journey, ….
Besides the advantages, the training of inbound tour guides of Vietravel Da Nang branch still has many limitations as follows:
Vietravel's Da Nang branch has yet to establish a dedicated training program for inbound tour guides, focusing primarily on general training for domestic guides Additionally, the company has not engaged specialized lecturers and tourism researchers in inbound tourism to provide training and share valuable experiences with its inbound guide team.
The company has not yet specifically assessed the English communication ability of the tour guide, but only based on the certificates that the tour guide has.
DIFFICULTIES AND SOLUTIONS
Difficulties of Vietravel company Da Nang branch
Every business encounters challenges during its operations, and the Vietravel Da Nang branch is currently experiencing difficulties These issues arise from various factors, including the ongoing epidemic situation, the city's innovation strategy and objectives, as well as the company's internal goals.
The Covid-19 epidemic has drastically impacted the company's revenue, which plummeted from $1.5 million per day to zero during the crisis In response to the ongoing challenges posed by the pandemic, the company adopted an "active hibernation" strategy, maintaining essential operations while prioritizing social initiatives and health safety To ensure that tourists remain engaged and return post-pandemic, Vietravel has developed a comprehensive four-stage recovery plan.
As social distancing measures concluded in October 2021, the company is now in the warm-up phase, preparing to resume tourist activities for the 2022 Lunar New Year According to the board of directors, this return is driven by a surge in domestic tourism demand, particularly in inbound tourism, as travel restrictions ease and more people seek to explore local destinations.
In response to the Covid-19 pandemic, the People's Committee of Da Nang is implementing a comprehensive project aimed at restructuring the city's tourism industry by 2025, focusing on innovative strategies and clear objectives to revitalize and enhance the sector.
By 2030, Da Nang aims to restructure its international tourist market to reduce dependence on dominant markets and mitigate risks associated with sudden declines The city plans to enhance new tourism products, optimize inland waterway operations, and develop tourism in the western region, fostering collaboration with neighboring areas like Thua Thien Hue and Quang Nam for sustainable growth The tourism development strategy through 2025 and into 2030 focuses on a mountain-sea axis, centering on attractions like Son Tra, Ba Na, and Hai Van, while limiting core tourism space to ensure a balanced approach Key project clusters will connect marine community tourism, craft villages, and historical sites, creating a diverse service offering Priority will be given to four tourism product groups: high-end beach resorts, shopping and entertainment, cultural and historical experiences, and urban tourism linked to the city center By 2025, Da Nang targets 3.5 million visitors, including 180,000 overnight guests, with cultural and spiritual site visits reaching 2.7 million By 2030, the goal is to attract over 4.6 million tourists, with 300,000 staying overnight and over 3.3 million visiting cultural sites Total tourism revenue is expected to reach approximately 1,900 billion VND by 2025 and 4,300 billion VND by 2030 In line with these goals, Vietravel's Da Nang branch is focused on enhancing service quality, particularly in eco-tourism, to meet national standards and establish itself as a premier tourism service provider.
Vietravel aims to establish itself as a leading and reputable tourism brand, both domestically and internationally, by enhancing its organizational structure and developing a skilled workforce The company prioritizes training and diversifying its tourism programs based on thorough market research, focusing on emerging tourist markets and understanding customer preferences to create unique travel experiences The Da Nang branch is committed to the corporation's strategic goals, including expanding its market by targeting high-income tourists and enhancing service quality By continuously improving its overland tourist routes and maximizing revenue through an efficient sales system, Vietravel strives to deliver exceptional value to customers while maintaining quality in its offerings Achieving these objectives presents a significant challenge for the Da Nang branch, as it works to meet the corporation's ambitious targets.
Solutions for Inbound tour guides of company
In the wake of the pandemic, the country is prioritizing domestic and inbound tourism to revitalize the commercial activities of travel companies and enhance national tourism To facilitate this recovery, I propose several strategies aimed at improving the quality of inbound tour guides, elevating the company's service standards, and addressing key barriers that hinder economic recovery.
To enhance its recruitment and selection process, Vietravel Da Nang should leverage its existing framework by effectively advertising tour guide positions on its website and social media platforms like Facebook and Instagram Additionally, utilizing job recruitment sites such as Vieclam24h.vn and Timviecnhanh.com can attract a wider pool of candidates by providing clear and concise job postings that outline specific requirements, skills, and benefits The company should prioritize applicants with tour guide experience and proficiency in foreign languages during the candidate review process Following this, personal interviews should assess candidates' knowledge of the company, communication skills, and cultural awareness, while also testing their foreign language abilities To ensure the selection of top talent, the company could involve an experienced international guide or language expert in the interview process Finally, a trial period involving practical trips can help evaluate candidates' suitability for the role, leading to informed hiring decisions based on their performance over three months.
To optimize recruitment efforts, companies should effectively utilize various recruiting channels, including specialized events that attract a diverse pool of candidates Prominent companies often participate in these events, drawing in numerous potential hires Additionally, networking with colleges and university clubs can help companies connect with talented students, who represent a valuable talent source While training undergraduate candidates may require more time, they often align better with the company culture once trained compared to applicants with extensive international experience.
The Da Nang branch of Vietravel is recognized for its comprehensive guide training; however, inbound guide training still mirrors domestic guide training To enhance the quality of inbound guides, the company should expand its training content, particularly by prioritizing English language training This can be achieved by inviting experts and organizing group meetings to facilitate idea exchange and improve English communication skills among the guides.
To enhance the understanding of foreign clients, it is essential to conduct additional training focused on the culture and behavior of international consumers for tour guides Implementing incentive structures, such as competitive pricing and penalties for inbound guides, will motivate them to consistently deliver exceptional service.
The company's current training methods are limited and lack diversity To enhance the training process, it is essential to integrate applications like Zoom and Microsoft Teams, allowing for online instruction This approach enables tour guides to update their knowledge anytime and anywhere, saving valuable time Additionally, the company can utilize these platforms to create convenient online tests in various formats, fostering an enjoyable learning experience and improving the overall quality of instructor training.
The company currently evaluates inbound guides solely through tests, unlike the star rating contests held for domestic and outbound guides To enhance performance, it is essential to implement a structured examination for inbound guides, encouraging them to strive for excellence Additionally, the company should consider evaluating inbound tour guides by regularly monitoring their tour performance over the year, assessing their years of experience, and recognizing their dedication to the company This approach will not only motivate inbound guides but also alleviate pressure regarding salary and bonuses, ultimately fostering a more supportive work environment.
To enhance employee motivation and performance, Vietravel's Da Nang branch must improve its salary and welfare policies, particularly for inbound guides Currently, the company offers a single salary for inbound guides, which lacks incentive for continuous improvement Implementing a tiered salary system based on star classifications would encourage guides to set personal goals and strive for excellence, ultimately benefiting both the employees and the company.
To establish fair salary policies and per diem rates for inbound guides, Vietravel should conduct a survey to gather insights on travel expenses from the guides themselves This will help determine whether the current compensation is adequate or insufficient, enabling the company to adjust per diem rates accordingly and enhance the satisfaction of the guiding team.