INTRODUCTION
Rationale
As the country develops and the income levels of its citizens rise, the demand for tourism continues to grow Additionally, with the robust expansion of international tourism, Vietnam has emerged as a vital economic sector, highlighting its significance in the nation's development.
Da Nang is a renowned tourist city in Vietnam, showcasing significant potential to emerge as a central hub for economic, political, cultural, and social activities With its abundant natural resources, Da Nang is rapidly establishing itself as a premier destination for both domestic and international travelers.
The rapid growth of the tourism industry has led to the emergence of numerous travel businesses, marking a significant turning point in its maturity However, this expansion has also intensified competition among companies, creating immense pressure to stand out To thrive in this competitive landscape, travel companies must continually enhance their service quality and competitiveness to attract more tourists than their rivals.
Non Nuoc Viet Travel is a centrally located travel agency in Da Nang, offering a variety of tours to popular tourist destinations The agency also supports local travel service providers, including resorts, hotels, and restaurants, ensuring a comprehensive travel experience Committed to delivering exceptional service, Non Nuoc Viet Travel prioritizes customer satisfaction throughout every journey My internship experience at Non Nuoc Viet Travel highlighted the agency's dedication to quality and service excellence.
In my research, I focus on the advantages and strengths of Non Nuoc Viet Travel, aiming to investigate the current situation and propose effective marketing-mix strategies to attract domestic tourists This study seeks to alleviate the competitive pressures faced by the company in the tourism industry.
Aims and Objectives
This study examines the marketing strategies and solutions implemented by Non Nuoc Viet Travel to attract domestic tourists It provides a comprehensive overview of their marketing activities, identifying key areas for improvement By addressing even the smallest changes, the company can enhance its appeal to local customers and ultimately boost its performance in the tourism market.
This study is intended to:
- Systematize some basic theoretical problems of the system of solutions marketing in travel business, as a basis for surveying the current situation and proposing solutions
- Analyze and evaluation the current situation of the policies of the marketing system of Non Nuoc Viet Travel Company From there, the advantages, limitations and causes are drawn.
- Propose some solutions and recommendations to improve the marketing policies of Non Nuoc Viet Travel.
Scope of the Study
Due to time constraints, I focused my research on the current market situation and developed effective marketing strategies aimed at attracting domestic customers for Non Nuoc Viet Travel Company, utilizing statistics and relevant documents from 2017 to the present.
Method of the study
To clarify the research purpose of the topic, I combine using the following methods:
- Methods of document collection and document processing.
- Methods of investigation, actual survey.
- Methods of analysis, comparison and evaluation.
Organization of the study
In addition to the list of references, there are 6 main parts to learn the current situation and some marketing solutions to attract domestic tourists at Non Nuoc Viet travel:
THEORETICAL BACKGROUND
Definition of Terms
Tourism has become an essential aspect of modern life, playing a crucial role in many countries' economies The growth of industry has significantly boosted the service sector, with tourism emerging as a key contributor to national development.
Due to different circumstance, under each different reseach angle, there are many different understanding of tourism We can refer to the following concepts to understand “travel”:
The Vietnam Tourism Law of 2005 defines tourism as activities involving individuals traveling away from their usual residence to fulfill their needs for exploration, entertainment, and relaxation over a specified period.
According to the United Nations and the International Union of Official Travel Organizations, tourism is defined as traveling to a destination outside of one's usual environment for leisure purposes, rather than for business or income-generating activities.
Tourism encompasses a blend of relational dynamics and economic activities that arise from the temporary stay of travelers, aimed at fulfilling various needs while promoting peaceful experiences.
Like many other basic concepts in the field of tourism The concept of tourists also has many different interpretations when standing on many different degrees
According to Clause 2, Article 3 of the Tourism Law 2017, a tourist is defined as an individual who is traveling or engaging in combined travel, excluding those who are traveling for educational purposes, employment, or professional activities aimed at earning income at their destination.
The World Trade Organization defines a tourist as an individual engaged in activities outside their regular residence for up to 12 months, primarily for relaxation, entertainment, public service, and various other purposes.
A tourist is defined as an individual who travels beyond their usual living area for a temporary period, seeking experiences and entertainment through interactions with the unique features and characteristics of their chosen destinations.
Domestic tourists are residents of that country or a foreigner living in that country traveling at a tourist destination in the host country.
In other words, domestic tourists are those who regularly leave their habitat to other places for less than 12 consecutive months to visit, relax and entertain
International tourists visiting Vietnam are individuals who venture outside their home country for leisure or exploration purposes, staying for less than 12 months Their primary intention is not to engage in income-generating activities while in Vietnam.
As customers from different countries, with different languages and cultural characteristics, with high income.
A tour operator is a specialized tourism business focused on creating, selling, and executing package travel programs for tourists In addition to organizing these tours, travel agencies may also act as intermediaries, selling products from travel suppliers and engaging in various business activities to meet the diverse needs of travelers.
Travel Trade encompasses the interconnected relationships among various economic factors, particularly within the tourism sector The tourism business thrives on the availability of diverse tourism products, facilitating the buying, selling, and exchange of these offerings in the marketplace Central to this operation is the role of financial transactions, which act as the primary means of brokering services and products in the travel industry.
Tourism is a multifaceted and interconnected service economy, characterized by the integration and synchronization of its products due to the nature of tourism consumption This industry encompasses various marketing concepts and strategies that are successfully employed in other sectors Despite its significance, a universally accepted definition of tourism marketing remains elusive.
Tourism marketing, as defined by the World Tourism Organization, is a strategic management approach that involves researching, predicting, and selecting offerings based on visitor preferences This process enables tourism organizations to tailor their products to meet the desires of their target market, ultimately maximizing profitability.
Tourism marketing, as defined by Michael Coltman, involves a systematic approach to research and planning that enables tourism organizations to develop a comprehensive management philosophy This framework includes the formulation of effective strategies aimed at achieving their specific goals.
Factors affecting marketing activities in tourism business
The macro environment of a travel agency encompasses the external factors that present both opportunities and threats to its operations and business outcomes As these elements are beyond the company's control, it is essential for the agency to continuously monitor and adapt to them to ensure success.
- Size of population: Size and rate of population growth, age distribution and ethnic structure, education level,
- Economic environment: These are economic indicators, the most important factors affecting consumer purchasing power such as income, prices, savings, consumption index, inflation index,
The technological environment is a crucial factor that can both enhance profitability and pose challenges to production and business operations To thrive in this dynamic landscape, companies must stay abreast of technology development trends, adapt to emerging innovations, and master new technologies to improve their business efficiency and better serve their customers.
- The natural environment includes factors such as landscape, weather conditions, level of environmental pollution, …
- Cultural environment: Marketers need to care about detecting cultural changes, thereby predicting new marketing opportunities and threats.
- Political environment: factors such as the legal system, the law enforcement apparatus,
Micro environment are forces related to the business itself and its market capabilities It includes the following elements:
- Supplier: Changes from supplier have a huge impact on the travel company, so the company needs to capture important information to anticipate difficulties and have a timely replacement.
- Competitors: Understanding the competitive landscape and competitors is an important negative thing for effective marketing.
The primary customers of a travel business are those who purchase, utilize, and review its products, making them essential to the industry's existence Their engagement and feedback are crucial for the sustainability and growth of tourism enterprises.
- Marketing intermediaries: service organizations, travel agencies, hotels, shipping companies, These factors are very important in finding customers and selling products and services to the company.
2.2.3 The internal environment of the business
- Financial ability: This is an important prefix for business activities in general and tourist attraction activities in particular.
- Human resource is an important factor that does not directly affect service quality but also makes a difference that is difficult to do at first.
- Technical facilities also contribute significantly to creating service quality and improving business efficiency.
- Level of marketing activities is also decisive to the business performance of the company, meeting the needs of customers.
Tourism marketing policies
Product policy encompasses the comprehensive guidelines that dictate the development and introduction of products to meet market demands and customer preferences during various business phases It reflects a company's strategy for managing the product portfolio, including limitations, maintenance, development, expansion, and innovation, ensuring alignment with market needs and efficiency throughout the product life cycle.
Level of factors constituting the product unit
- The most basic level is the product of idea
The conceptual product level fundamentally addresses the core question of what this product is, focusing on the essential interests and needs that customers seek to fulfill.
- The second level is the actual product
Key factors that indicate the true presence of a product include expenditures that showcase its quality, distinctive characteristics, exterior design, specific brand names, and packaging attributes.
These are factors such as: convenience for installation, additional after- sales services, warranty terms and credit form.
The role of product policy:
Product policy is essential to a successful business strategy, guiding production and operational activities in the right direction while effectively linking the various stages of the business's growth and re-production process.
A well-defined product strategy significantly influences a business's revenue, operational costs, and overall power in the market Additionally, it enables companies to establish an optimal product structure, which is crucial for effectively executing their marketing objectives.
- Demand and price elasticity of demand
- Price and other variables of the marketing mix
The target of the policy price
To ensure effective pricing strategies, businesses must align their product and service pricing with their overall objectives Target valuations should be derived from the company’s goals and the quality of its product positioning in the market.
In the fully qualified field, the disadvantage, the target valuation may be related to the future profitability level to ensure that the existence is maintained.
Profits are in the future and in the short term must exist, to offset costs even if the selling price is less than the cost.
Valuation and price adjustment in business travel
+ Valuation by adding interest to costs
+ Valuation according to the target profit
+ Valuation according to the prception of customer value
Tourism distribution channels are a collection of suppliers or individuals engaged in activities aimed at bringing customers to tourism products or providing information about tourism products to visitors row
The process of bringing created travel products to customers is called product delivery The decisions associated with that process are the product distribution strategy.
System of distribution channels in travel business
With marketing, there are 2 main types of distribution:
In the tourism distribution system, there are 3 main distribution channels:
- Tourist offices or travel agents
In addition, travel businesses can also sell products through many other forms such as: catalog, by mail, phone, fax, via internet
- Manage the practical effectiveness of channel members
Modern marketing is very concerned about mixed promotion This is one of the four main marketing-mix strategies that travel organizations and businesses use to influence their target markets.
In a broad sense, tourism promotion is an activity of propaganda, promotion and advocacy to seek and promote tourism development opportunities.
Promotion, in its narrowest definition, refers to the process of effectively communicating information about a product and the business to persuade customers to make a purchase This practice is often referred to in marketing literature as marketing communication activity, which encompasses the transmission of information to engage and inform potential buyers.
So, Promotion is one of the main strategies of marketing, having a great effect in contributing to the successful implementation of marketing.
- Create conditions for customers to freely choose consumer products
- Create conditions for tourism products to be consumed many times
There are four steps to planning your promotion:
3 Review, review and select promotion options
In tourism, the mixed promotion tools include 6 main tools which are:
CASE DESCRIPTION
General Information about Non Nuoc Viet Travel
Non Nuoc Viet travel agency
Address : 61 Cao Son Phao Street, Cam Le District, Da Nang City. Phone : 0908.249.069
Non Nuoc Viet Travel, located at No 61 Cao Son Phao Street in Hoa An Ward, Cam Le District, Da Nang, specializes in offering tours for both domestic and international travelers With a mission to "Conquer every path with you," the company is led by Mr Vu, who brings extensive experience in the tourism industry, supported by a skilled team dedicated to the company's growth.
The company specializes in creating tour plans and organizing tours to popular destinations in Da Nang and nearby areas, while also offering trips to notable northern attractions such as Sa Pa, Trang An in Ninh Binh, and Ha Long Bay Recognizing the immense growth potential in both domestic and international tourism, the company is committed to continuous expansion and development in the industry.
The company's mission is to fulfill the needs of tourists and enhance their travel experience With a team of skilled and knowledgeable staff and guides, the company has consistently impressed travelers during their tours, encouraging them to return for future adventures.
3.1.2 Organizational Structure of Non Nuoc Viet Travel
Since its establishment, Da Nang tourism has effectively leveraged the strengths of young companies to swiftly penetrate the business market A key factor in a company's success is strong leadership, which encompasses both expertise and organizational skills.
Non Nuoc Viet Travel Company has adopted an online organizational structure that emphasizes a uniform command principle, where the leader is responsible for decision-making and conflict resolution This model promotes simplicity, compactness, and clarity through unified command, resulting in flexible management with lower costs Additionally, it clearly defines departmental responsibilities, enhancing overall operational efficiency.
Suitable for small businesses or small and medium-sized businesses newly established.
Chart 3.1: Organizational structure of Non Nuoc Viet travel
This department decides the significant problem of the company such as regulation, strategic vision, and oriented development.
The inbound tour operator department of Non Nuoc Viet Travel is crucial in marketing tourism services such as resorts, hotels, and restaurants Their primary focus is to provide exceptional service to guests throughout their travels, highlighting the importance of developing a reputable travel agency.
The department is divided into many small groups by language to work. Each group is responsible for:
- Reservation, confirmation, and payment of travel arrangement.
- Booking services including hotel, transportation, restaurant, tour guides
- Ensuring that all services are confirmed and those services are linking to the program.
-Preparing all required documents to allow the guide to run the tour properly.
While this department may not significantly drive the company's economic growth, it is essential for overall development The department is organized into three distinct subgroups, each with specific functions that contribute to its overall effectiveness.
- Tourism Department: Managing all activities on domestic and foreign tourism Organizing the exploitation of tourists, selling tourist programs and tourist services,…
- Marketing Department: There is a role of linking and connecting the company with visitors Attracting tourists throw advertising on TV and the website.
- Accountant-Finance Department: Conducting periodic reports, track,and record of expenses of the company.
3.2.Table of business result of the company for the 3 years 2018 – 2019 – 2020
Unit of Measure: VND Billion
Cost 2,32 2,55 0,56 0,23 0.1% -2 -0.78% -1,76 -0.75% Profit 0,58 0,85 0,14 0,26 0.47% -0,71 -0.83% -0,44 -0.75% Through the report on the business results of the company in 3 years, we can evaluate the company’s performance as follows:
In 2018, the company's total revenue reached VND 2.9 billion, which increased to VND 3.4 billion in 2019, marking a growth of VND 0.5 billion (0.17%) This growth was attributed to strategic investments in marketing and operations, which strengthened customer trust and expanded market reach However, in 2020, total revenue fell to VND 2.7 billion, a decrease of VND 0.7 billion from the previous year (0.8%) and a significant drop of VND 2.2 billion (0.75%) compared to 2018 The decline was primarily due to the severe impact of the Covid-19 pandemic on the tourism industry, forcing the company to reduce domestic travel and leading to a significant drop in tour bookings during the Lunar New Year Despite efforts to connect with destinations and offer tours at discounted prices, visitor numbers remained low.
In analyzing the cost trends, the data reveals that tour prices saw a slight increase of 0.23 billion VND (0.1%) in 2019, followed by a decrease of 2 billion VND (0.1%) in 2020 compared to 2019, and a further decline of 1.76 billion VND (0.75%) compared to 2018 Despite these fluctuations, the company's profits have remained relatively stable, while costs continue to be high Therefore, it is crucial for the company to implement strategies aimed at reducing costs and optimizing profits in the future.
- Regarding profit: The company's profit in 2018 was VND 0.58 billion, VND 0.85 billion in 2019 and VND 0.14 billion in 2020 In 2019, profit in
2019 increased by 0.26 billion VND (equivalent to 0.47%) Profit in 2020 decreased from 2019 to VND 0.71 billion (equivalent to 0.83%) And profit in
In 2020, the company's profit decreased to 0.44 billion dong, reflecting a decline of 0.75% compared to 2018 This data indicates that the company's profit growth rate has not experienced a significant breakthrough and has instead seen a notable decrease.
In 2020, the company faced a significant decline in the tourism market, highlighting the urgent need for robust strategies to enhance its development and reaffirm its strong position in the Da Nang tourism sector.
3.3 Current status of marketing activities to attract domestic tourists atNon Nuoc Viet Travel
Marketing must be made up of a complete affiliate system The marketing element is used to achieve the desired level of quality and position with the selected target market.
In tourism, marketing of businesses is combined from 8 elements: product, price, distribution, mixed promotion, people, package product creation and programming, partnership.
Non Nuoc Viet Travel Company is developing a diverse range of travel products and flexible policies It offers domestic travel programs that enable all Vietnamese citizens to explore various destinations across Vietnam Additionally, the company enhances its offerings with gift travel products, making its services more appealing and varied.
Da Nang's tourism sector focuses on a diversified product system and adaptable policies, while prioritizing significant investments in facilities and technology to enhance its offerings.
In the past 3 years, the company has had a number of outstanding travel programs favored by tourists such as:
Table 3.2: Tour program for World cultural heritage
Da Nang- My Son Holy land – Hoi An – Da Nang 1 day
Da Nang – Hoi An – Hue 3 days 2 nights
Da Nang – Hue – Lao Bao – Phong Nha Cave 3 days 2 nights
- Tour program for Culture and History:
Table 3.3: Tour program for Culture and History
Ho Chi Minh Museum - Museum of Champa Sculpture -
Explore Son Tra Peninsula - Linh Ung Pagoda - Ngu
Heritage Road: Da Nang – Hoi An – My Son – Hue –
Table 3.4: Tour program for relaxation
Marble Mountains – Hoi An – Cu Lao Cham – Ba Na
Hoi An – My Son – Phu Ninh – Da Nang 2 days 1 night Marble Mountains – Hoi An – Cu Lao Cham – Hue – Ba
Table 3.5: Tour programs for students
Da Nang – Hoi An 1 day
Tour to experience Japanese culture at MIKAZUKI
Non Nuoc Viet Travel Company is expanding its offerings beyond travel products to include various intermediary brokerage services The company is committed to providing personalized services tailored to customer requests, ensuring a comprehensive travel experience.
Travel advice: when customers have questions about issues related to travel, the office staff can call or come to the place to advise.
- Additional services accompanying, eating, sleeping
- The special highlights of the tourist spot
- Operational visa, passport, conference organization discussion
- Flight agent aircraft, car rental travel.
The company’s staff eagerly addresses customer inquiries, ensuring that their needs are met efficiently When customers express interest in specific activities, the company promptly collaborates with its partners to fulfill these requests, while also benefiting from a commission percentage from the partnerships.
ANALYSIS AND EVALUATION
Strength
Since its establishment, Vietnam Non Nuoc Tourism Company has over
With a decade of experience, the company has navigated numerous challenges and achieved significant successes, particularly in the tourism sector Despite being relatively new, it has made substantial contributions to the tourism development in Da Nang and beyond, enhancing services such as accommodation and transportation Currently, the company is implementing effective marketing strategies aimed at attracting domestic tourists.
The company specializes in expanding the tourism market in Da Nang and, despite being relatively new, boasts extensive experience in business and management.
The company leverages information technology to enhance its business operations by offering direct tours through its website, nonnuocviettravel.com, as well as domestic and international e-commerce platforms This efficient system, combined with flexible payment options, provides a convenient experience for customers.
The analysis of Non Nuoc Viet Travel's business performance from 2018 to 2020, combined with an examination of its marketing activities, reveals several strengths in the company's marketing strategy.
The company has strategically invested in market research, yielding significant results that enable it to identify and address the travel needs of its customers effectively.
- Also from this work, the company has practical bases to make specific and timely business strategies as well as marketing policies for each period and time.
The company has developed a comprehensive product system that integrates both traditional and innovative offerings, allowing for customization based on customer needs With a strong emphasis on product quality, it has successfully catered to the target market, fostering customer trust and solidifying its competitive position Currently, Da Nang tourism programs are priced competitively, making them an attractive option compared to other travel companies in the city.
- The company has implemented a number of promotion measures to introduce and promote the company's image and the products and services that will be provided to target customers.
By utilizing an effective distribution channel, the company efficiently gathers comprehensive customer information, enhancing convenience for customers when purchasing products This streamlined approach not only reduces selling costs but also enables the company to lower tour prices, thereby boosting its competitiveness in the market.
The company is effectively leveraging its longstanding partnerships while simultaneously cultivating new relationships, ensuring it remains proactive in product development and innovation.
Weakness
Although the company has a lot of strengths to develop, there are also some weaknesses such as:
Many customers are increasingly turning to the Internet for information, video content, trip planning, and bookings However, Non Nuoc Viet Tourism lacks effective marketing strategies, resulting in limited access to essential information for potential visitors, including travel programs, pricing policies, and service quality.
- The passenger market in recent years has also been unstable due to different factors.
In today's competitive travel industry, numerous companies have emerged, making it essential for businesses to offer unique and innovative products to satisfy the evolving needs of modern travelers.
The company's product and service promotion efforts have been limited, lacking investment in eye-catching advertising designs, which has resulted in a failure to capture significant customer attention.
- Although the company's products are very diversified and diversified,but nothing different from other competing companies.
Opportunity
Vietnam is a country with immense tourism potential, boasting stunning and diverse natural landscapes that captivate visitors Its rich history and unique Oriental characteristics, combined with the warm hospitality of the Vietnamese people, create an unforgettable experience for tourists.
Vietnam is recognized as one of the most politically stable and rapidly developing countries globally It boasts numerous UNESCO-recognized scenic spots that highlight its rich cultural heritage, both tangible and intangible Additionally, Vietnam's climate is characterized by its humid tropical conditions, contributing to its diverse natural beauty.
The Vietnamese government is actively enhancing the country's tourism by utilizing forums and web portals to showcase Da Nang and other destinations, inviting international visitors with the captivating message: "Vietnam - an endless beauty."
Vietnam is enhancing its diplomatic relations with Southeast Asian nations, streamlining immigration processes and simplifying visa requirements for countries such as Germany, Spain, Italy, France, and the UK This initiative aims to facilitate and attract more tourists to Vietnam, presenting a significant opportunity for businesses to expand in this thriving market.
The integration of competition presents a significant opportunity for Non Nuoc Viet Travel to enhance its services By focusing on improving service quality and diversifying tourism offerings, the company can effectively meet the evolving demands of both domestic and international travelers.
Threaten
In recent years, the global economic crisis has significantly impacted the tourism industry, leading to reduced consumer spending and increased hesitancy among investors to expand their market plans.
- A part of the people are not aware of many things for tourists such as price discrimination for domestic and international tourists.
The increasing prevalence of activities such as soliciting tourists, begging, and stealing is damaging Vietnam's international reputation This negative perception poses a significant threat to the country's tourism industry, potentially deterring visitors and impacting economic growth.
The Covid-19 pandemic has severely impacted the tourism industry, leading to significant economic losses and causing substantial damage to businesses in Da Nang.
DIFFICULTIES AND SOLUTIONS
Difficulties
Besides the advantages, there are still shortcomings that have not been done and that requires all employees of the company to try to overcome and improve themselves.
- The company's strategic plans are sometimes still generic, have not been effective and have not reached each customer.
Currently, the company has sufficient product policies to address customer needs; however, the quality of its core products has not significantly improved and lacks innovation compared to competitors As a result, the company's offerings fail to make a lasting impression and do not fully satisfy customer expectations.
- With the characteristics of tourism products that are easy to copy, the company's products do not have much difference with competitors.
- The company is still weak in pricing products and services in a flexible and flexible way, especially in the current period when price is still playing a very important role.
- In addition, the company is also very passive in finding customers and establishing relationships to promote alliance strategy in distribution.
The company's promotional efforts for its products and services have been minimal and lack a focus on creating appealing advertising visuals, resulting in insufficient customer engagement and attention.
In today's digital age, a significant number of travelers rely on the Internet to gather information, watch videos, and plan their trips However, Non Nuoc Viet Tourism lacks effective marketing strategies, resulting in limited access to essential details such as travel programs, pricing policies, and service quality for potential tourists from distant locations.
To enhance the marketing efforts of Non Nuoc Viet Travel Company and elevate its image among tourists, I propose several strategies aimed at attracting domestic travelers These solutions will not only boost the company's visibility but also strengthen its reputation in the competitive travel industry.
Some marketing solutions to attract domestic tourists of Non Nuoc Viet
Non Nuoc Viet Travel currently maintains a comprehensive and stable product policy to address the fundamental needs of its customers However, the quality of its core products and services has seen limited improvement, and there are still gaps in additional offerings As a result, the company's products and services occasionally fall short of fully satisfying customer demands In a highly competitive market like Da Nang tourism, this product policy may hinder the company’s ability to outperform its rivals.
To enhance its offerings, the company must focus on improving the quality of its tourism program Attracting new customers is challenging, and retaining them is even more difficult Therefore, elevating the quality of the program and individual services is the most effective long-term strategy for boosting business This approach not only distinguishes the company from competitors but also fosters customer loyalty, encouraging repeat usage of its travel services.
To improve and improve the quality of the program, the company should perform the following tasks:
To effectively develop travel programs, companies must thoroughly understand their customers' diverse requirements, as each individual may have varying opinions on the same itinerary For instance, while some customers may feel that a particular stop is too long, others might find it too short to fully appreciate the scenery By gaining insights into these preferences, companies can create tailored products that resonate with their audience Additionally, it is crucial to consider the professional backgrounds of customers, as these factors significantly influence their consumption behavior and overall experience.
To enhance its tourism program, the company must adopt a more proactive and rational approach by introducing seasonal travel packages, such as spring travel and New Year festivals, well in advance of the Tet holiday This is essential as administrative and public service agencies typically prepare for the Tet holidays ahead of time Additionally, travel programs that combine year-end shopping should be communicated to customers promptly Furthermore, summer resort and sea tourism offerings should be marketed immediately after the festival tourism season concludes in late March each year This underscores the importance of effective information sharing and marketing strategies to refine product offerings while ensuring exceptional customer care.
The company should increase its investment to enhance its product policy, ensuring it meets the needs of existing customers while also attracting potential clients By conducting thorough market demand research, the company can refine its product offerings, which include both traditional travel products and innovative tourism solutions.
To establish a strong market presence, the company must focus on developing its core offerings, including cultural tours and ocean-oriented experiences that highlight Vietnamese heritage It is essential to create a brand image synonymous with high service quality, achieved through consistent market research to innovate and introduce new products and destinations Tourists are increasingly drawn to unique learning experiences, so collaborating with service providers to enhance accompanying services is crucial for delivering a comprehensive and enriching travel experience.
In response to the diverse and abundant market demand, companies must prioritize the design of new products to fulfill the legitimate needs of customers Exploring unique destinations such as Ly Son Island in Quang Ngai, Lung Po in Lao Cai, and Si Ma Cai in Lao Cai can inspire innovative product development and enhance customer satisfaction.
To enhance customer satisfaction in Da Nang tourism, it is essential for the company to not only develop exceptional new products and well-structured travel packages but also to focus on supplementary services These include intermediary brokerage services, travel advice, visa assistance, passport services, car rentals, and air ticket sales It is crucial for the company staff to be enthusiastic and attentive, ensuring that guests feel well cared for and supported throughout their travel experience.
To enhance customer satisfaction, it is crucial for a company to continuously improve the quality and completeness of its products and services Establishing a robust long-term product system is essential While refining product policies is important, it is equally vital for the company to collaborate with external service providers to address any existing gaps and meet all customer needs effectively.
Price policy serves as a critical competitive tool for travel agencies operating within the same market Companies that provide attractive pricing while maintaining quality programs are more likely to achieve success in this fiercely contested industry.
Non Nuoc Viet Travel Company offers competitive pricing that appeals to a diverse range of customers However, to enhance its market position, the company should adopt a more flexible pricing strategy, particularly in today's environment where price remains a crucial competitive factor.
Experts in the travel industry predict that customers will increasingly favor budget-friendly tours, driven by their desire to save money This trend presents a significant opportunity for Non Nuoc Viet Travel Company, which offers competitive pricing compared to its market rivals To maximize profits, the company should focus on researching and selecting cost-effective package and individual services that can lower overall tourism program expenses.
During the first quarter, from January to March, the Tet holiday and various traditional festivals dominate customer interests, prompting the company to create appealing festival tours at competitive prices To attract budget-conscious festival-goers, it is essential to offer discounts, as these customers typically have limited spending capacity and do not prioritize high-quality new services during their festival experiences.
The second and third quarters, spanning from April to September, mark the peak of annual tourism coinciding with school summer vacations, leading to increased travel among students and organized trips by companies and agencies As a result, destination prices tend to be high and unstable, posing challenges for companies in price control To address this, it is essential for businesses to implement a pricing policy that maintains stable rates at a high average level, particularly for resort and sea tours, while also offering meaningful souvenirs This approach not only ensures profitability but also reflects the company's commitment to customer satisfaction.
During the fourth quarter, which spans from October to December, the tourist season is typically slower To encourage customers to engage with package travel programs and increase visitor numbers, the company should implement monitoring activities to enhance operations during this period.
CONCLUSIONS AND SUGGESTIONS
Conclusions
Non Nuoc Viet Travel, based in Da Nang, has navigated various challenges since its inception to establish a strong market presence To thrive in the competitive travel industry, the company focuses on enhancing the performance of its marketing department and overall operational efficiency This commitment has led to improved business outcomes After assessing the current strategies for attracting tourists, I recommend several initiatives aimed at increasing domestic tourist engagement with the company.
I appreciate your feedback and hope that the investigation will lead to effective solutions that attract more tourists and address the company's shortcomings, fostering continued growth Thank you for your valuable comments to enhance this effort.
I would like to express my heartfelt gratitude to the English department teachers at Duy Tan University, Mr Vu, the Director of Non Nuoc Viet Travel Company, and the entire staff for their enthusiastic support in helping me complete my project.
6.2.1 Suggestions to the state and the General Department of Tourism
To enhance Vietnam's tourism image in the international market, it is essential for the State and the General Department of Tourism to develop effective distribution channels for Vietnamese tourism products in key markets nationwide.
- Improve the quality of tourism products by planning to create attractive tourist destinations and types of tourism Exploiting and restoring tourism resources, tourist sites.
Promoting tourism activities is essential for encouraging travel and creating favorable conditions for people to explore new destinations It is crucial to raise awareness and foster a sense of responsibility among all levels of society regarding the importance of tourism development.
- Invest in infrastructure of transportation, communication in the country.
At the same time, it also constantly strengthens the consolidation of national defense and security, and the political regime is stable and stable.
- End the sudden increase in prices, squeezing tourists in peak seasons and festivals at some tourist destinations across the country.
- Having a reasonable remuneration policy to attract talented people to participate in the development of tourism in the country.
Investing in the procurement and upgrade of office equipment is essential, as outdated computers negatively impact employee performance To enhance productivity, the company should implement a support policy for laptops, allowing employees the flexibility to work from anywhere Additionally, upgrading the office's aesthetic appeal is crucial for creating an engaging and inspiring work environment.
- There should be advertising promotion programs in the press, the media,
- The company should have a more reasonable incentive regime for the salary to attract more talent from outside to work.
- Regarding state agencies, offices, embassies, related to legal papers,passports, visas, The company should maintain a closer relationship to the implementation of The company's additional services are more favorable.
[1] TS Nguyễn Văn Mạnh,TS Nguyễn Đình Hòa (2015) Giáo Trình
Marketing Du Lịch NXB Đại Học Kinh Tế Quốc Dân.
[2] MBA Nguyễn Văn Dung (2009) Chiến Lược Và Chiến Thuật
Quảng Bá Marketing Du Lịch NXB Giao Thông Vận Tải.
[3] The fourth edition of tourism, The Business of Travel.
[4] World encyclopedic dictionary in tourism published by World Academic Science in Tourism.
[5] https://luanvanaz.com/khai-niem-du-lich.html
[6] https://designwebtravel.com/marketing-du-lich-la-gi.html
[7]https://promtour.com/su-khac-biet-du-lich-trong-nuoc-quoc-te-noi- dia.html
[8] https://www.slideshare.net/thuytrong1/marketing-du-lich
[9] https://vietnamhotels.net/travel-guide/da-nang.html
We appreciate your valuable feedback as we strive to enhance the quality of our marketing and tour programs at Non Nuoc Viet Travel Your responses to this questionnaire will provide us with essential insights to improve our services and better meet your travel needs Thank you for your support!
Please give us your individual information:
3 How many times have you been to the Central Viet Nam?
4 How many times have you used the travel services at Non Nuoc Viet travel?
5 You know Non Nuoc Viet travel thanks to
6 Please tick in the box
Satisfaction level about tour guide
7 Please tick in the box
Details Excellent Good Normal Bad
8 Your comments for the tour program
- Sights that you want to add:
- Do you expect to continue traveling with Non Nuoc Viet travel? Yes No