INTRODUCTION
Rationale
Tourism has become essential in modern society, significantly contributing to the economic growth of numerous countries worldwide In Vietnam, the tourism industry has been actively enhancing its value and stability, implementing policies to position itself as a major tourist hub With its stunning natural landscapes and a rich cultural heritage developed over thousands of years, Vietnam offers invaluable attractions for both domestic and international travelers Notably, Da Nang stands out as a city experiencing remarkable tourism growth, making it a key destination in the country.
Da Nang, known as the "city worth visiting," offers visitors breathtaking natural beauty and memorable experiences The picturesque Han River and the iconic Dragon Bridge enhance the charm of this coastal tourist destination, leaving a lasting impression on all who explore its vibrant landscapes.
Da Nang is renowned for its stunning landscapes, including Ba Na Hills, Son Tra Peninsula, and Ngu Hanh Son, alongside the breathtaking beaches with clear blue waters and a refreshing atmosphere perfect for outdoor activities Visitors can enjoy unique experiences in Hoi An, such as releasing lanterns, cruising on the Thu Bon River, and exploring centuries-old communal houses As tourism continues to grow in both quantity and quality, I have chosen to focus on "An Investigation into the Real Situation of the Marketing Strategies and Solutions to Attract Tourists at Sanna Tour Joint Stock Company," aiming to provide valuable insights for students in the field.
English for Tourism of the Faculty of English and everyone and anyone interested in the services of Sanna Tour Joint Stock Company.
Aims and Objectives
This study examines the marketing strategies of Sanna Tour Joint Stock Company and explores effective solutions for attracting and retaining tourists It provides an overview of the strengths and weaknesses of the company's tourism services, offering insights into how small adjustments can enhance the overall experience for visitors By focusing on these aspects, the study aims to improve customer satisfaction and encourage repeat business.
This study is intended to:
Investigate in detail the whole procedure of the quality of the marketing at Sanna Tour Company.
Figure out strong and weak points in the procedures of the marketing products.
Suggest some effective solutions to attract tourists choosing services atSanna Tour Company.
Scope of the study
This study aims to enhance the marketing quality of Sanna Tour Company by analyzing statistics and relevant documents from 2018 to the present Additionally, it proposes effective strategies to attract more tourists to choose Sanna Tour Company's services.
Method of the study
In the process of performing: I use qualitative methods and quantitative methods:
Direct observation of the marketing activities has been carried out during an internship at the Sanna Tour Company.
Collect information: data of marketing were collected from some websites of Company, websites of tourism and on the internet
Description of the situation: I administered a survey to guests, then I check the information obtain to give a detailed description of the marketing activities.
Analysis of the situation: I analyzed the real situation about strong and weak points of marketing and some suggestions to attracting tourists to SannaTour Company.
Organization of the study
This study is covered in three chapters:
Chapter 1: Introduction of graduation thesis including theoretical basis, purpose, objectives, the scope of research, research methodology, and research organization.
Chapter 2: Introduction to the theory of tourism related to the research topic
Chapter 3: Introduction about the company Sanna Tour and its services. The rationale for tourists and marketing activities of the company, including analysis and assessment of the quality of Sanna Tour company's tourism attraction strategy and some recommendations
Chapter 4: Strengths, Weaknesses of Marketing Services at Sanna Tour Company.
Chapter 5: Proposing difficulties and specific solutions for each case Chapter 6: Summarize research results and recommend the best improvement for customers to choose services at the company.
THEORETICAL BACKGROUND
General introduction to tourism
Since the mid-19th century, tourism has experienced significant growth, evolving into a widely recognized socio-economic phenomenon However, the concept of "tourism" varies greatly across countries and perspectives.
In 1941, Swiss Professors Walter Hunziker and Kurt Kraft defined tourism as the collective experiences and interactions that occur during the travel and temporary stay of non-residents, emphasizing that these activities do not result in permanent residency or involve any income-generating pursuits.
In 1976, the Tourism Society of England defined tourism as the short-term movement of individuals to locations outside their usual residences and workplaces, encompassing all activities undertaken during their stay This definition highlights that tourism includes travel for various purposes.
In 1981, the International Association of Scientific Experts in Tourism defined “tourism in terms of particular activities chosen and undertaken outside the home” [8]
According to the Term 4, Chapter 1 of the Tourism Law of Vietnam in
In 2005, a definition of tourism was established, describing it as the activities involving travel away from one's permanent residence This travel is undertaken to fulfill the needs for exploration, education, entertainment, and relaxation over a specified duration.
The United Nations World Tourism Organization (UNWTO) states that
“tourism comprises the activities of persons traveling to, and staying in places outside their usual environment for not more than one consecutive year for
Tourism can be analyzed from two perspectives: the demand side, which focuses on tourists' motivations, and the supply side, which encompasses the various sectors that meet these needs Key concepts related to tourism include infrastructure, which refers to essential services like roads, bridges, and communication networks that support local residents, and superstructure, which includes facilities designed for tourists, such as airports, hotels, and restaurants, while also benefiting the local community.
2.1.2 Classification of types of tourism
2.1.2.1 Classification by Purpose of Trip
- Mice tourism - Visiting relatives tourism
2.1.2.2 Classification according to the geographical characteristics of destinations
2.1.2.3 Classification according to the organization of the trip
Travel Company is a special type of business, mainly operating in the field of organizing, building, selling and implementing package tourism programs for tourists.
Travel companies play a crucial role in the tourism industry by acting as intermediaries to sell products from tourism suppliers They engage in various business activities to meet the needs of travelers throughout every stage of their journey, ensuring a seamless experience from start to finish.
Each country has a classification that is appropriate to the actual conditions of the tourism activity there Usually, people rely on the following criteria to classify tour operators:
Major tourism products of tour operators.
The main scope of operation of tour operators.
Scale and mode of operation of tour operators.
Relationship of tour operators with travelers.
Regulations of tourism management agencies.
In Vietnam, based on the scope of business activities, travel companies are divided into two categories: international travel enterprises and domestic travel enterprises.
International travel enterprises are operating in both the international market and the domestic market, while domestic travel enterprises are only allowed to do business on the domestic market.
Japan, like Vietnam, features a classification of travel companies that includes domestic and general travel agencies, akin to international travel firms Additionally, affiliated travel companies serve as prominent representatives or branches within this sector.
In other countries around the world, the most common classification is the following classification:
Diagram 1: Classification Travel Company 2.1.4 Business concept of Travel company
The travel agency business involves conducting market research, developing comprehensive or partial tour packages, and promoting these offerings Agencies sell their programs either directly or through intermediaries, representative offices, program implementation organizations, and tour guides.
Demand increase for consumer tourism (due to increased income).
The increase in demand of firms on tourism.
Supply ability of travel providers.
Travel agent Generals Travel Companies
Trading Selling Independent selling point
Price and quality of travel services.
The minimization and preservation of raw materials are also a reason for the increase in the proportion of the tourism sector in industrial output.
Technological changes have nurtured the viability and the ability to interact with travel companies around the world.
The development of multinational companies.
The elimination of barriers, regulations also create conditions for the tourism industry to develop internationally.
2.2 General introduction of the Marketing department
2.2.1 Definition of Marketing in Tourism
Tourism marketing, as defined by the World Tourism Organization (UNWTO), is a strategic management approach that involves researching and anticipating the preferences of travelers This process enables tourism organizations to tailor their offerings to meet the specific needs of their target market, ultimately driving profitability and enhancing visitor satisfaction.
Tourism marketing, as defined by Michael Coltman, is a comprehensive system that involves research and planning to develop a management philosophy for tourism organizations It focuses on formulating effective strategies aimed at achieving specific objectives within the tourism sector.
Tourism marketing, as defined by JC Hollway, is an administrative function that organizes and directs all business activities aimed at understanding consumer needs and leveraging their purchasing power It focuses on meeting the demand for specific products or services and delivering them to the end consumer to achieve the target profit or goals set by the tourism organization This definition highlights three key aspects of tourism marketing.
Travel marketing employs strategic methods to address the unexpressed needs of customers, catering to various purposes such as leisure, family obligations, work, and meetings.
We can define tourism marketing as follows:
Tourism marketing involves researching and analyzing customer needs alongside tourism products and services to effectively attract customers This process aims to meet customer demands while simultaneously achieving the organization's objectives.
- As a research and analysis process:
Modes of product supply and support of the organization
- To bring customers to products to:
Achieve the goals of the organization (profit)
(Travel products are away from customers and intended, so travel suppliers must find a way to bring customers to the product)
2.2.2 Role of Marketing department and job description
Marketing serves as a crucial link between businesses and market activities, guiding enterprises to align their operations with market demands and objectives Essentially, marketing is tasked with generating customers for businesses, positioning the market as a central goal for organizational success.
Marketing staff will organize communication campaigns and events for the company's brand based on customer trends and needs.
Marketing strategies in tourism
A marketing strategy encompasses a comprehensive set of action plans designed to gather information and analyze customer needs This includes the development of product, pricing, distribution, and promotional policies, as well as tourism promotion, all aimed at fulfilling customer demands to maximize profits.
A Marketing Strategy is defined as the specific objectives a company aims to achieve, including product volume, market share in potential markets, profitability, business power, and security.
CASE DESCRIPTION
General information about Sanna Tour Joint Stock Company
Logo of Joint Stock Company Sanna Tour
3.1.1 Over view of Sanna Tour Joint Stock Company
- Director: Ms.Nguyen Thuy Ngoc Sang
- Office address: K06 / 21 Nguyen Du , Hai Chau District, Da Nang – 289 Dong Da, Hai Chau District, Da Nang
- Page facebook: https://www.facebook.com/sannatourvn
3.1.2 History and development of Sanna Tour JSC
Sanna Tour Tourism Joint Stock Company, based in Da Nang, specializes in teambuilding, travel, and event organization The company has been operational since March, offering a range of services to enhance group experiences and create memorable events.
Since its establishment in 2018, Sanna Tour Joint Stock Company has been dedicated to becoming a leading travel provider in Vietnam, operating in the tourism industry for nearly three years As the global economy grows and domestic enterprises thrive, the demand for exploration and resort tourism increases Sanna Tour aims to fulfill this demand by offering a variety of affordable tours that ensure exceptional service With a professional, dynamic, and friendly team, the company is committed to delivering attractive tour programs that meet the highest customer satisfaction Many clients and partners have enjoyed long-term collaborations with Sanna Tour, highlighting the company's reliability and commitment to excellence in travel experiences.
3.1.3 Organization structure of management at Sanna Tour JSC
Diagram 2: Organizational Structure of Management Sanna Tour Joint
The organizational structure is led by the Director, who supervises all business operations Supporting the Director is the Deputy Director, tasked with delegating responsibilities across various departments, including the Operating Room and Retail Ticket management.
Department, Sales Department, Air Department, Tour Guide Department,
Marketing Department, Teambuilding Department, and Accounting department.
Listen to, customer service at the operating department
Order all services and service monitoring of partner, provider
Operate, supervise and arrange tour drivers
Operate, supervise, arrange tour guide
Handling violations of the driver and guide
Resolving inquiries and complaints of agents, customers and suppliers
Report daily work to superiors
Provide customers with daily retail services such as sightseeing tickets, car rental
Selling daily open tours to customers
Expand and maintain relationships with customers, suppliers, and local authorities at the destinations the company is exploiting in its tourism programs.
Organizing to sell tour programs as well as other products to the group guests.
Sales department also has to research, build and develop new products, advise the director on market expansion and exploitation of new business types
Air ticket price quotation for customers
Hold tickets, issue tickets, provide domestic as well as international air tickets to customers, providing revenue for the company
Coordinate with the operator office to provide air tickets with travel programs for customers
Coordinate with the operating department to build tourism programs from content to prices suitable to customers' needs, proactively giving ideas about new travel products of businesses.
Advertise company tourism programs as well as the company's image in the media.
Manage the company's computer system, handle problems with the machines working in the company such as printers, fax machines, etc
Organizing to mobilize and arrange tour guides for tourism programs
As a bridge between service providers and customers, providing customers with guaranteed services
Be a direct representative of the business in the process of direct contact with guests, serving guests during the tour program is taking place
Handling inquiries, complaints of guests and arising situations during the trip
Building teambuilding programs for customers
Introduce Teambuilding products to customers and advise them to deliver the most suitable service to customers' needs
Organizing and implementing teambuilding programs, bringing customers new and unforgettable experiences
Organize the implementation of financial and accounting works of the company Record keeping track of the expenses of the business
Implementing periodic and timely reporting to reflect changes in order to excuse leadership
The staffs at Sanna Tour Joint Stock Company are well trained and professional with dedicated and caring staff, ensuring the satisfaction of the most difficult customers.
3.1.3.2 Personnel structure at the company
Table 1: Staff structure of employees at Sanna Tour Joint Stock Company in 2021 Department Number of People
Gender Academic level Male Female University College
The table indicates that a significant majority of the company's staff hold university degrees, with 70.83% possessing higher education and 29.17% having college degrees This high level of educational attainment among employees suggests strong leadership and experience, which are crucial for effective company direction and strategic development Additionally, having highly qualified personnel benefits the company in terms of training initiatives and job assignments.
Introduction of Marketing Department at Sanna Tour Joint Stock Company
Marketing department at Sanna Tour Joint Stock Company contributes to
The Operations Division is responsible for generating product development ideas, including poster designs and videos, to effectively communicate new products to customers Meanwhile, the Marketing Department focuses on enhancing Facebook fan pages and the company website by strategizing their development and implementing specific actions to meet established goals This includes regularly updating product information, promoting programs, and creating engaging content to boost interaction These efforts aim to increase customer awareness and build trust in the business.
3.2.1 Functions and Responsibilities of quality of the marketing department at Sanna Tour Joint Stock Company
Marketing plays a crucial role in helping organizations identify and understand customer needs, while also facilitating effective engagement with clients It focuses on promoting business operations and encourages companies to adopt a proactive approach in their strategies.
Marketing is a bridge that lets corporations solve relationships well and align the desires of their companies with the interests of customers and society interests.
Marketing is a valuable method for helping organizations develop their position and brand credibility
Marketing serves as the "heart" of an enterprise, influencing crucial operational decisions across various functions Key aspects such as product development, business direction, production methods, and quantity are all guided by marketing strategies.
The Marketing team at Sanna Tour Joint Stock Company plays a crucial role in selling the company's services to customers They are responsible for forecasting the company's performance over specific periods Through thorough research, the marketing department contributes to strategic proposals and enhances the promotion of the company's service offerings.
The Marketing department plays a crucial role in directly engaging with customers to relay their requests and feedback to the entire company, thereby enabling other departments to fulfill their responsibilities effectively This department conducts market research and analysis to identify target market needs and explore new market opportunities It also defines the market scope for existing products, forecasts demand for new offerings, and tracks consumption trends Additionally, the Marketing team organizes and oversees the implementation of new product development programs, which follow an eight-step process.
Diagram 3: Diagram of marketing development above product
The company will continue to develop a marketing plan for that product model after having a suitable product sample Strategic Plan 4P: Price, Promotion, Product, Place
The first element of the 4Ps, "Product," encompasses the features and attributes that fulfill customer needs and desires, while also providing advantages to the company and being available for sale in the marketplace.
Idea formation Idea refinement Product model development and testing
Product commercialization Market testing Product development
The second key element, "Price," focuses on the product's pricing strategies Beyond fundamental valuation, it is crucial to create tailored pricing strategies that align with specific periods and circumstances.
The "Place" element focuses on the distribution channels used to deliver products to consumers These channels can include various organizations and individuals that facilitate the movement of goods from producers to end-users Besides direct sales to consumers, companies often utilize intermediary distributors, such as wholesalers, retailers, agents, and brokers, to enhance their product reach and efficiency.
The final element of the marketing mix, "Promotion," focuses on commercial strategies aimed at increasing product awareness and driving sales This critical aspect encompasses various activities designed to inform, persuade, and encourage customers to purchase the product Effective promotion can be achieved through multiple channels, including advertising, direct selling, public relations, and promotional campaigns.
The Marketing Department, structured as illustrated in the accompanying diagram, is led by a Marketing Manager who oversees the organization, supervision, and resolution of issues related to the ongoing travel program and associated tasks Additionally, two coordinators support the department by ensuring effective communication and coordination of activities.
Marketer 1 Marketer 2 and categorizing upcoming travel programs according to and other related assignments.
3.2.3 Activities of Maketing staffs service at Sanna Tour Joint Stock Company
At Sanna Tour Joint Stock Company, Marketing Staffs have focus on some tasks are:
Introduce, advertise, sales rooms, Sales tours and other travel services to guests.
Booking and arrange rooms for guests.
Coordinate with various departments to enhance guest services while addressing and resolving customer complaints Additionally, maintain a comprehensive record of guests' expenses to ensure accurate tracking and management.
(Source: Marketing Department at Sanna Tour Joint Stock Company)
Table 1: Statistics on facilities at Marketing department
The Marketing department's facilities play a crucial role in establishing a distinct identity for each company Equipped with advanced technical resources, these facilities instill a sense of security and trust in customers utilizing the company's services Consequently, the thoughtful arrangement of these facilities not only captures customer attention but also significantly enhances the overall quality of service provided.
3.2.5 Product system at the company
Table 3: Information on domestic and foreign package tour services
Sanna Tour Company offers enticing domestic and international package tours, showcasing popular tourist destinations However, the ongoing challenges posed by the Covid-19 pandemic have hindered the organization of foreign tour packages.
Sanna Tour Joint Stock Company offers a diverse range of tours, including resort and discovery tourism, featuring appealing itineraries, high-quality services, and competitive pricing The company excels in organizing customized tours tailored to the needs of large organizations and businesses, including MICE events, team-building activities, and gala dinners.
Domestic Tour Program International tour program
Ba Na Hills Tourism Cambodia Tourism
Cu Lao Cham Tourism Laos Tourism
Hoi An Tourism Thailand Tourism
My Son Tourism Malaysia Tourism Đa Nang Tourism Singapore Tourism
Ly Son Island Tourism Chinese Tourism
Quang Binh Tourism Japanese Tourism
Ninh Binh Tourism America Tourism
Nha Trang Tourism administrative and non-business units, which is an opportunity for collective cohesion and improvement work ethic and dedication.
With a vast network of over 1,000 hotels in Vietnam and more than 30,000 worldwide, SannaTourbooking.com is dedicated to providing safe, convenient, and cost-effective accommodations for your travels Guests can easily browse real photos, compare room rates, and review hotel policies on our user-friendly platform.
Sanna Tour specializes in providing airline tickets for customers of Jetstar, Vietnam Airlines, Vietjetair, departing from domestic airports such as
ANALYSIS AND EVALUATION
Analysis
4.1.1 Analysis of activities of Marketing department at Sanna Tour Joint Stock Company
The Marketing department plays a crucial role in shaping the company's brand image while planning and executing programs to boost sales They provide valuable consulting services that help organizations understand and meet customer needs, ensuring a market-oriented approach to business activities Additionally, the marketing team at Sanna Tour Joint Stock Company serves as a vital link, aligning the company's objectives with customer interests and societal benefits.
As technology and communication continue to evolve, the role of marketing staff becomes increasingly vital for business growth Effective marketing strategies serve as powerful tools that enable companies to achieve significant results and enhance their overall performance.
Effective execution of service processes is crucial for delivering prompt and efficient customer service, demonstrating professionalism, optimizing time management, and enhancing productivity This outlines the essential daily marketing workflow.
Marketing teams at SannaTour, a Vietnam Tour Booking company, utilize mass communication through platforms like their Facebook page and official website (https://sannatour.com/) This approach allows customers to effortlessly connect with marketing staff, ensuring they receive timely advice and assistance whenever needed.
Hotel reception marketing involves marketing staff engaging directly with the front desk to present and promote the company's services By equipping hotel staff with information about these services, hotels can effectively introduce and sell them to guests This collaborative marketing approach not only enhances guest experience but also significantly increases customer acquisition for the company.
4.1.2 Analysis of work of the Marketing department
Working process of Marketing staff at Sanna Tour Joint Stock Company:
Statistical data, making market analysis and forecasts to build a reasonable marketing campaign
Marketing staff will analyze customer satisfaction statistics to identify the most favored products Based on these insights, a targeted marketing campaign will be developed to enhance awareness of these products This initiative will position the highlighted product as the flagship offering of Sanna Tour JSC, driving customer engagement and boosting sales.
Developing and implementing advertising campaigns
Marketing teams implement targeted strategies, such as segmenting products by age group and trip purpose, to effectively advertise on online platforms They collaborate with the product department and sales team to establish competitive pricing Furthermore, marketing staff actively seek reliable partners for cross-promotion campaigns, ensuring mutual benefits for all parties involved.
Analyzing the potential customer base reveals a significant number of individuals likely to utilize the service in the near future Furthermore, statistics indicate which customers are most interested in the offerings, providing valuable insights for developing targeted strategic plans This data-driven approach enables businesses to align their services with customer interests effectively.
Build customer care data and develop the online system
To enhance customer engagement, it is essential to update customer data in the system and consistently monitor and strategize for both existing and potential clients Establishing effective communication channels on social media platforms like Facebook, Zalo, LinkedIn, and Viber is crucial for disseminating information and addressing customer inquiries promptly This approach is a vital component of the marketing strategy at Sanna Tour Joint Stock Company.
4.1.3 Analysis of strengths and weaknesses points of marketing department 4.1.3.1 Strengths
Sanna Tour Joint Stock Company has demonstrated significant growth and competitiveness in recent years, driven by the dedication of its staff The Marketing department, in particular, has played a crucial role in the company's success, leveraging several key advantages that set it apart from competitors.
- Marketing staff is required to have foreign languages to easily communicate with customers from many different places
- Marketing staff who know how to use office computers fluently is quite important for advertising design, tour program design
- Working honestly and seriously but equally diligent and meticulous
- Marketing staff has the ability to organize programs and solve problems quickly In addition, agility, dynamism and flexibility in handling situations are indispensable
- Marketing staff are always respectful and ready to help customers when customers request
Product quality is the primary factor that meets the needs of the target market, builds customer trust, and strengthens the company's competitive position The tour programs are priced competitively, making them affordable compared to other operators in the city The company employs a marketing strategy that offers a diverse range of attractive products at reasonable prices, ensuring high-quality tours for tourists Direct distribution channels enable the company to gather accurate customer information and provide a convenient purchasing experience Utilizing various advertising methods, including flyers, brochures, and online platforms, enhances product visibility Additionally, effective promotional policies stimulate customer demand while maintaining profitability, allowing for reduced tour prices and increased market competitiveness.
Besides those strengths, the marketing department also has some limitations:
- The qualifications of many new employees need more training to be skilled in handling the situation
- Marketing staff is not enough to understand and meet the needs of customers
- Some employees have bad attitudes and have not satisfied customers
- There are not many opportunities to promote the product
The company's product offerings, while diverse, lack originality and fail to distinguish themselves from competitors, resulting in a minimal impact on customer perception The product policy does not prioritize unique innovations, instead relying on familiar communication strategies similar to those of rivals Additionally, promotional efforts are underwhelming, lacking investment in captivating advertising designs that could draw customer attention The advertising approach remains traditional, with insufficient focus on leveraging social media for broader market reach As a result, the promotion tools employed are neither flexible nor comprehensive, leading to low effectiveness Overall, there is a significant neglect of promotional activities, which hampers the company's ability to build strong relationships and visibility in the market.
4.1.4 The opportunity and challenges which marketing staff have at Sanna Tour Joint Stock Company
Da Nang city's ongoing tourism development is drawing numerous domestic and international visitors, creating a thriving environment for Sanna Tour Joint Stock Company This expanding landscape allows the company to leverage favorable conditions for crafting effective marketing strategies With access to diverse customer groups and varying demands, the marketing department can enhance its skills and attract a broader clientele Consequently, Sanna Tour will gain valuable experience in program organization, market research, and strategic planning, further solidifying its position in the competitive tourism market.
The Marketing department at Sanna Tour Joint Stock Company faces significant challenges as it navigates a competitive landscape With an expanding market, the necessity for effective marketing strategies intensifies, requiring the department to contend with an increasing number of competitors.
As market challenges intensify, Sanna Tour Joint Stock Company prioritizes product quality to meet customer demands for affordable pricing, exceptional service, timely delivery, and effective distribution channels Consequently, the Marketing department must devise strategic approaches to encourage customers to select the company's services.
4.1.5 Statistical results of the number of visitors at Sanna Tour JSC
Quantity Rate(%) Quantity Rate(%) Quantity Rate(%)
(Source: Sales department of Sanna Tour in 2021)
Table 4: Statistics of visitor sources of the company Sanna Tour
Evaluation
4.2.1 Evaluation of marketing strategies at Sanna Tour JSC
The marketing department is essential in connecting all company departments, effectively attracting customers and promoting service selection.
Revenue is crucial for a travel agency's growth and customer satisfaction, highlighting the importance of service quality The marketing department should create a customer wish list to effectively collaborate with customer service Selecting the wrong market can hinder strategic success, as it may exceed the marketer's capabilities or overwhelm the company’s resources By focusing on its mission, the marketing department can introduce new products more cost-effectively, minimizing business failures.
Creating and executing a strategic marketing plan is essential for the Marketing Department to establish clear directions and strategies This approach focuses on understanding customer needs and business lines while effectively promoting products and leveraging the Company’s strengths in the market.
4.2.2 Influence of Marketing strategies on business activities of Sanna Tour Joint
A well-defined product policy is crucial for ensuring customer satisfaction The Marketing department focuses on a diversification strategy that offers a wide range of products across various segments, aiming to meet the diverse needs of all customers rather than concentrating on a specific target market.
Travel services cater to various customer segments based on their spending capabilities While the company's offerings are designed for customers with moderate to good income, there remains a gap in product lines that adequately address the needs of high-demand clients.
The company aims to expand the distribution of its products in both domestic and international markets However, its marketing efforts remain constrained, primarily relying on limited website presence, which hinders customers from gaining comprehensive information about the company and its services.
Effective marketing strategies should prioritize not only product quality but also the importance of promotional efforts aimed at retaining loyal and long-term customers It is essential to develop targeted promotion policies that engage these valued clients, ensuring they continue to utilize the company's services.
4.2.3 Service evaluation through survey results of customers who have used the service at Sanna Tour Joint Stock Company
The table below is evaluated by 100 customers who have used the service at Sanna Tour Joint Stock Company:
Satisfaction Very good Good Normal Bad Too bad Staff communicate well during customer consultation 18 35 46 1 _
Staff is enthusiastic and friendly 20 35 45 _ _
Staff always answer customer questions 24 35 41 _ _
The staff is always interested in the needs of the desired customer 29 18 50 3 _
Management is always there to solve problems 15 28 57 _ _
Modern equipment in the office of the Marketing department 25 45 27 3 _
Satisfied with the information accessed by the Marketing team on the Internet and the company's Website 51 12 27 9 1
Table 8: Customer evaluation of the Marketing department at Sanna Tour
A recent customer survey conducted by the Marketing department at Sanna Tour Joint Stock Company revealed that the marketing team has struggled to engage potential customers effectively Many employees lack professionalism in their roles, resulting in a failure to meet customer expectations.
Customers express dissatisfaction with the service quality and communication skills of the marketing team at Sanna Tourism Joint Stock Company However, they appreciate the valuable information provided through the company’s websites The data indicates that the Marketing department lacks essential skills, contributing to challenges in retaining repeat customers.
Satisfaction Very good Good Normal Bad Too
Bad The tour program is diverse for each age group and each trip purpose 9 21 69 1 _
Good food service and quality during the trip 30 54 16 _ _
Accommodation service with modern and comfortable equipment 24 56 18 2 _
Vehicles (air conditioners, televisions, seat belts) are clean, attractive, and suitably equipped
Friendly tour guide throughout the journey 45 25 28 2 _
Satisfied with the promotion program for
Satisfaction Very good Good Normal Bad Too
Bad recommend the company's services to friends.
Table 9: Evaluation of service quality of Sanna Tour Joint Stock
A recent survey indicates that tourists perceive the company's service quality as average, despite the availability of modern transportation and professional guides Guests have expressed dissatisfaction with the limited variety of the restaurant menu and the overall quality of restaurant service While many appreciate the location and promotional offers, concerns remain regarding the quality of accommodation services Consequently, both the tour program's quality and inadequate food and lodging services contribute to the overall perception of the company's service quality.
DIFICULTIES AND SOLUTIONS
Some difficulties and suitable marketing strategy solutions for customers to
5.1.1 Difficulties of the marketing department at the company
The Marketing team in the tourism industry plays a crucial role in enhancing and refining tourism products and services, which is vital for maintaining competitiveness However, the COVID-19 pandemic severely impacted Vietnam's tourism sector in early 2020, leading to a significant decline in visitor numbers and forcing many businesses, including Sanna Tour Joint Stock Company, to reduce their workforce This reduction resulted in a shortage of human resources within the marketing team, necessitating training for remaining staff to fill vacant positions Consequently, the professional competency and skill levels of the team diminished, as they had limited exposure to diverse sources, adversely affecting their communication abilities and overall effectiveness.
5.1.2 Difficulties with marketing strategies at the company
The prolonged COVID-19 pandemic has created significant economic challenges, compelling companies like Sanna Tour Joint Stock Company to swiftly adapt their business and marketing strategies As traditional customer engagement methods become less effective, these businesses are increasingly focused on cost-cutting measures in marketing activities to navigate the stressful situation and find viable solutions.
5.1.3 Solutions to help the Marketing team to be more complete at Sanna Tour Joint Stock Company
Understanding customers is crucial for effective marketing, as the marketing department serves as the vital link between the product and the customer, aligning product attributes with customer needs To enhance the performance of the marketing department, implementing professional strategies and solutions is essential.
- Check the foreign language proficiency of Marketing staff to know the capacity of each person
- Create conditions for employees to participate in foreign language classes outside working hours
- Encourage employees to learn more than one foreign language
- Open foreign language classes at the company so that people who are good at foreign languages can teach other employees, so that everyone can learn from each other
- Recruiting workers with good foreign language skills
- Require employees to have professional certificates in tourism and marketing
- Looking for candidates with at least one year of experience So that is also easier in training and working.
- Ask employees to attend skill training classes
- Training and developing highly qualified staff
- Train in acumen to quickly solve problems that customers encounter
- Practice staying calm in all situations
- Give hypothetical situations to practice
- Answer all customer questions and make customers curious about the product
5.1.4 Solutions to improve marketing strategy for customers to choose services at the company
Reducing marketing budgets doesn’t have to compromise marketing activities or their effectiveness Companies can implement cost-saving strategies that effectively communicate key messages about their tourism products or services to customers.
A product is a service designed to fulfill customer needs To effectively market each travel service, it is essential to create a product marketing plan that assesses customer insights and preferences This approach enables the Marketing department to formulate strategies that guide the Sales department and other teams in developing new products tailored to customer demands.
The pricing of tourism products significantly influences the target audience and shapes the company's brand image Typically, prices are set based on the perceived value to customers, aligning with their willingness to pay for services Additionally, competitor pricing plays a crucial role in determining the overall value of a tourism offering, impacting how the company positions its products in the market.
To effectively select products for the company, it is essential to understand the motivations and behaviors of customers when purchasing services Marketing teams must investigate the websites and pages frequented by their target audience, compiling this data to establish the most effective distribution channels This is particularly important for websites that require extensive information to educate customers about the offerings.
The article discusses key techniques in product marketing strategies, such as sales promotions and incentives, which serve to enhance the sales process To effectively introduce new products, various promotional tactics, including discounts for loyal and returning customers, are employed The primary goal of these promotional programs is to boost sales of tourism services, increase awareness of underutilized offerings, and tailor new products to better meet customer needs.
CONCLUSIONS AND SUGGESTIONS
Summary of the main features of the marketing strategy at Sanna Tour
Sanna Tour Joint Stock Company offers high-quality services, featuring complete and comfortable facilities The staff is stable and well-equipped to meet job requirements, with the Marketing team particularly excelling by understanding customer needs and leveraging opportunities to benefit the company.
The Marketing department prioritizes an effective customer service process, ensuring that clients receive the best information and services when needed Known for its positive and enthusiastic approach, the team excels in addressing customer inquiries and requests By maintaining strong relationships with other departments, the Marketing team enhances collaboration and efficiency in completing tasks.
The Marketing team and dedicated employees have successfully driven revenue growth for Sanna Tour Joint Stock Company, with satisfied customers benefiting from effective marketing strategies that promote the company's services However, the company faces challenges, including competition, service quality issues, tourism advertising, and a workforce lacking high professional qualifications.
Make recommendations on the Marketing team and marketing strategies .46
6.2.1 Recommendations for the Marketing department
Learn and develop more about additional products to offer to customers - Focus on quality, not quantity - Establish a service culture - Enhance creativity for Marketing staff - Always ready for new challenges
6.2.2 Recommendations on policies to attract tourists to choose services at the Company
By analyzing the marketing activities of Sanna Joint Stock Company, we have identified key strategies to enhance its tourism marketing approach It is essential to create product and pricing strategies that align with customer needs and preferences Additionally, expanding the distributor network will help strengthen the brand's visibility and connection with customers Investing in advertising, promotional campaigns, and community initiatives is crucial for building a positive brand image Implementing these strategies will enable the company to grow and foster closer relationships with tourists.
Make Suggestions for Sanna Tour Joint Stock Company and University locations
6.3.1 Suggestions for Sanna Tour JSC
In my opinion, Sanna Tour Joint Stock Company is not only an ideal place to work but also has professional managers and staffs I really like the working style here
With the invaluable support of the directors, managers, and staff at Sanna Tour Joint Stock Company, I successfully completed my internship However, I observed several key areas that the center should focus on for improvement.
Sanna Tour, a newly established company in Da Nang, is currently navigating its operational processes In the operations department where I interned, senior specialists are tasked not only with their primary responsibilities but also with additional duties such as editing formats, organizing documents, and printing To enhance efficiency and productivity, I believe it would be beneficial to have an assistant to support these professionals in their workload.
The company's extensive bilingual documents often include local terminology, which can lead to confusion among staff To enhance clarity and communication, it is recommended that the company establish regulations for the use of standardized language in all working documents.
Finally, the company should organize more group activities for its employees to enhance the spirit of solidarity among employees and promote work motivation to improve the quality of work.
6.3.2 Suggestions for Faculty of English
After finishing my internship time, I have some suggestions for the Faculty of English and I hope that these suggestions are useful for my department.
The duration of internships should be extended, as six weeks is insufficient for students to fully grasp essential working skills A two-month internship period is a more reasonable timeframe that allows for deeper learning and professional development.
Secondly, in my opinion, before the internship time, students should be trained in communication skills and how to handle some situations.
Finally, I hope that the Faculty of English will give students more chances to strengthen their foreign languages and knowledge after graduation
In today's highly competitive market, travel companies must enhance their tourism products and service quality to satisfy customer demands For Sanna Tour Joint Stock Company, identifying a clear direction and establishing a unique selling proposition is crucial for competing with larger firms and expanding its global reach.
During my internship at Sanna Tour Joint Stock Company, I received invaluable support from the Marketing department, allowing me to gain practical experience and expand my knowledge This opportunity not only honored me but also enabled me to apply what I had learned and acquire new insights that I had not previously encountered.
During my time at Sanna Tour Joint Stock Company, I identified key strengths and weaknesses that require immediate attention With my insights, the company can receive valuable consultation and implement effective solutions for improvement.
I am thrilled to have completed my graduate paper successfully, thanks to the invaluable opportunity to participate in on-the-job training, where I engaged with clients and applied my knowledge in a practical setting I extend my heartfelt gratitude to the Board of Directors and the Marketing Department of Sanna Tour Joint Stock Company for their significant support and assistance throughout my research process.
I would like to express my heartfelt gratitude to the Faculty of English at Duy Tan University and to my instructor, Ms Luong Kim Thu, for her unwavering support, guidance, and constructive feedback, which have been instrumental in the successful completion of my graduation report.
[1] Giáo trình “Marketing Du lịch” (2011), Đại học Kinh tế Quốc Dân, NxbTrường Đại học Kinh tế Quốc Dân, tr 66-68.
[2] Giáo trình "Tổng quan về du lịch" của thầy Nguyễn Lê Mạnh ( Trang 71)
[3] ohn R.Walker, Josielyn T Walker, Tourism: Concepts and Practices (page 7)
[5] J.Christophe Hollway, Marketing For Tourism Online references
[6] https://tourismnotes.com/tourism-marketing/
[7].https://www.businessmanagementideas.com/marketing/marketing- definition/20516
[8] https://www.bartleby.com/essay/Sociology-of-Tourism-Pro-Poor- Tourism-P3EK9AADJK8Q
[9] https://stats.oecd.org/glossary/detail.asp?ID'25
[10].https://vanbanphapluat.co/law-no-44-2005-qh11-of-june-14-2005- on-tourism
Sanna Tour Company values your honest feedback regarding our service quality and staff performance We assure you that your reviews will be securely stored Your insights are essential for enhancing our services, and we appreciate your contributions to help us improve.
Thank you very much for your help!
Please give me your individual Information:
Name:……… Age:………Sex: Male Female Nationality:……… Occupation:……… Address:……… Phonenumber:………
1 How many times have you been to Da Nang?
2 How long do you plan to travel on this trip?
3 What is your purpose when traveling?
Exploration travel Visiting relatives combined with travel Tourism combined work Other purposes
4 Members joining the same trip? (can choose more than one option)
5 How many times have you come to Sanna Tour company?
6 How many times have you chosen the service at Sanna Tour company?
7 Through which channels did you know about Sanna Tour Company? (can choose more than one option)
Relatives, friend Newspaper and magazin
8 How satisfied are you with the company's Marketing department?
1 Strongly agree 2 Disagree 3.Normal 4 Agree 5 Strongly agree
Staff communicate well during customer consultation
Staff is enthusiastic and friendly
Staff always answer customer questions
The staff is always interested in the needs of the desired customer
Modern equipment in the office of the Marketing department
Satisfied with the information accessed by the Marketing team on the Internet and the company's Website
9 How satisfied are you with the quality of the company's travel services?
The tour program is diverse for each age group and each trip purpose
Good food service and quality during the trip
Accommodation service with modern and comfortable equipment
Vehicles (air conditioners, televisions, seat belts) are clean, attractive, and suitably equipped
Tour price of the company when compared to the price of other companies' tours tour
The price is suitable for the quality of the tour
Satisfied with the promotion program for loyal customers
Customers want to recommend the company's services to friends.
10 Which company's service quality are you most impressed with? (Choose only 1 answer).
11 Could you please tell us your opinion when coming to Sanna Tour?
1 Strongly agree 2 Disagree 3.Normal 4 Agree 5 Strongly agree
Satisfied with the travel service at Sanna Tour
Will come back to Sanna
Tour if given the chance
Will recommend Sanna Tour to friends and people
12 Are you willing to post about Sanna Tour's services on review groups