INTRODUCTION
Vietnam is experiencing significant growth across various sectors, with tourism emerging as a vital contributor to its economy As a key economic driver, tourism not only generates substantial income but also creates jobs, boosts service industries, and enhances infrastructure Additionally, it fosters peace and cultural exchange In today's fast-paced world, travel has become essential for relaxation and well-being, reflecting a growing need for individuals to enrich their spiritual lives after achieving material satisfaction.
With the rising demand for travel, travel agencies have emerged to assist tourists in discovering suitable destinations and fulfilling their accommodation and dining needs As the popularity of travel agencies grows, competition among them intensifies To stand out and attract more visitors, enhancing additional services has become essential.
After applying for an internship at Non Nuoc Viet Travel Co., Ltd, I gained valuable insights into the company's operations, particularly in the role of a tour operator My research focused on evaluating the quality of the additional services offered by the company.
So I chose the topic: An Investigation ino the Real Situation and SomeSolutions for Developing the Additional Services to Attract More Domestic
Customers at Non Nuoc Viet Travel Co., Ltd.
This article analyzes customer evaluations of the Additional Services offered by Non Nuoc Viet Travel Co., Ltd It aims to identify the factors influencing these services by collecting data from guest feedback regarding their satisfaction and current needs for Additional Services.
This study aims to assess the quality of Additional Services at Non Nuoc Viet Travel Co., Ltd The findings will inform strategies to enhance these services, ultimately attracting a larger domestic customer base.
This article examines the theoretical framework and current statistics regarding the quality of additional services offered by Non Nuoc Viet Trave Co., Ltd within Vietnam's travel market It highlights the company's performance and its impact on customer satisfaction in the evolving tourism landscape of Vietnam.
During my internship at Non-Nuoc Viet Travel Company, I focused on synthesizing the Additional Services offered by the company I conducted a survey using questionnaires targeting both travelers who have participated in tourism activities and those who have not Analyzing the collected data allowed me to evaluate the current state of these additional services and propose solutions to enhance tourist attraction Additionally, I drew necessary conclusions and inferences to complete my report, employing various research methods throughout the process.
Methods of information collection and document processing: The data was collected, analyzed, selected, and evaluated related issues (Handling documents, information from books, newspapers, related websites)
The analytical method involves assessing collected information to evaluate the current situation and develop tailored solutions relevant to the subject matter Additionally, statistical methods and synthesis play a crucial role in summarizing data and organizing it into tables for clearer understanding.
In addition to the introduction, conclusion, references and appendices, the graduation topics include six chapters:
•Chapter 1 General information about the rationale, research aims and objectives, the scope of this study, methods of the study, organization of the study
•Chapter 2 Literature review and the theoretical background for this study to carry on
•Chapter 3 An overview of the Non-Nuoc Viet Travel Company and
Additional Services at Non-Nuoc Viet Travel Company
•Chapter 4 An analysis and assessment of the results of tourism activities and the current situation of tourists participating in tourism activities at Non-Nuoc Viet Travel Company
•Chapter 5 Difficulties and some solutions to develop the Additional
Services to attract more domestic customers at Non Nuoc Viet Travel Co., Ltd.
- The research results on Additional Services
- Some improvements to the research subjects (intern companies) and tourism studies in the Faculty of English Department and Duy TanUniversity.
THEORETICAL BACKGROUND
Travel and tourism
Tourism has emerged as a significant socio-economic phenomenon, generating substantial profits for numerous countries and establishing itself as a crucial economic sector globally.
Vietnam's Tourism Law defines tourism as activities involving travel away from one's usual residence, aimed at fulfilling the desire to explore, learn, and enjoy leisure during a specific timeframe.
To avoid confusion in defining "Tourism," the World Tourism Organization clarifies that it involves the activities of individuals traveling to and residing in locations outside their typical environment for leisure, business, or other reasons, for a duration not exceeding one consecutive year.
Tourism requires at least one overnight stay and involves a displacement, where individuals travel using various modes of transportation, including walking This can apply to both poorer societies and more developed ones, such as pilgrims and hikers Any travel for leisure, business, or professional purposes is considered tourism if it is temporary and voluntary, without the intention of earning a livelihood However, not all travel qualifies as tourism; rather, travel is a crucial component of the tourism experience.
Three criteria are used simultaneously in order to characterize a trip as belonging to tourism:
It involves a displacement outside the usual environment: this term is of utmost importance and will be discussed later on;
Travel must serve a purpose beyond earning income in the destination visited Previously limited to recreation and visiting family or friends, the scope of travel now encompasses a wide range of objectives.
Tourism displacement is characterized by a maximum duration limit, without specifying a minimum This phenomenon can occur with or without an overnight stay, highlighting the significance of in-transit visits, which we will explore from both conceptual and statistical perspectives.
Tourism offers significant benefits not only to travelers but also to the host country, enhancing its economic and social value Countries rich in natural beauty and historical sites should actively promote tourism to serve both global visitors and their own citizens The World Tourism Organization recognizes tourism as the fastest-growing economic sector, generating foreign exchange earnings and creating jobs These employment opportunities extend beyond the tourism sector itself, positively impacting related industries such as construction Particularly in developing countries, tourism development fosters economic opportunities for local communities.
In 1963, the United Nations held a conference in Rome, Italy, where they defined a tourist as someone who travels and stays outside their usual environment for leisure, business, or other non-remunerative purposes, for a duration not exceeding one consecutive year.
The Vietnam Tourism Law 2005 defines a tourist as an individual who travels or engages in travel-related activities, excluding those who are traveling for educational purposes, employment, or internships aimed at generating income at their destination.
According to the Law on Tourism of the Socialist Republic of Vietnam issued on January 1, 2006, the definition of domestic tourists and tourists is cited on pages 33, 34 as follows:
"International tourists are foreigners entering Vietnam and Vietnamese citizens and foreigners residing in Vietnam to travel abroad".
"Local tourists are Vietnamese citizens and foreigners residing in Vietnam traveling within Vietnam"
Tourism encompasses a range of products that share similar characteristics, cater to comparable travel needs or motives, target the same customer demographic, or fall under a unified classification and pricing structure When categorizing the various types of tourism, specific classification criteria are typically employed.
Classification based on the territorial scope of the tour includes international tourism (2 types of inbound and outbound) and domestic tourism
Classification based on the purpose of the trip includes tourist resort, ecotourism, cultural and historical tourism explore tourism, team-building tourism and sports tourism.
Classification based on the form of organized travel includes groups travel and personal travel.
Classification based on travel time includes short-term travel (often called weekend holiday) and long-term travel.
Tourism Services
Tourism services in economics are intangible offerings, such as experiences and emotions, provided by individuals and organizations to meet the needs of travelers These services encompass various aspects, including transportation and accommodation, aimed at delivering entertainment and relaxation for tourists Additionally, they generate economic benefits for service providers while adhering to legal regulations.
“Additional Services are provided to customers, in order to satisfy non- mandatory needs such as basic services but must be present in the service business” ( Donald M.Davidoff )
Additional Services enhance the fundamental offerings by providing added value and creating a more favorable experience for guests It is essential that these services are aligned and synchronized with the core service to ensure a cohesive and satisfying experience.
The primary distinction between Additional Services in tourism and regular goods lies in their intangible nature Unlike tangible products, such as clothing or electronics, which can be evaluated through sensory experiences, Additional Services—like money exchange, internet access, karaoke, and massages—cannot be directly assessed prior to purchase Customers have the opportunity to examine the physical attributes of goods, but they cannot test services such as flight tickets or sauna experiences in advance This inherent abstraction makes it challenging for consumers to gauge the quality of Additional Services before making a decision.
Customers can precisely rely on individual sources of information and use price as the basis for judging quality.
The simultaneous nature of service production and consumption is evident in various industries For instance, when a customer seeks a money exchange, the service is provided instantly Similarly, if a customer desires a massage, the company collaborates with a Spa partner to deliver the service on-demand This dynamic means that a travel agency cannot offer additional services without active consumers Consequently, the processes of selling, producing, and consuming occur concurrently, making it impossible to separate supply and demand for additional services This immediacy eliminates any time for quality checks between production and consumption, highlighting the unique characteristics of service delivery.
Heterogeneity in Additional Services often leads to personalized experiences that challenge standardization, as different customers may have varying opinions on the same service, such as secretarial support This variation is influenced by individual experiences, specific needs, and the desire for personalized care Furthermore, customer satisfaction is significantly impacted by their emotional state; happy customers are more likely to accept services positively, while upset customers may react negatively Therefore, providers of Additional Services must practice empathy and understand their customers' perspectives to enhance satisfaction.
Customers play a crucial role in the production of Additional Services, as they not only request these services but also contribute to the process through their feedback and complaints Understanding customer psychology is essential for travel agencies to tailor Additional Services that meet and exceed customer expectations, ultimately enhancing satisfaction.
Additional services have emerged as a crucial component of the tourism industry, particularly for travel agencies By enhancing the overall travel experience, these services not only cater to the diverse needs of tourists but also extend the tourist season and boost industry revenue Furthermore, they optimize the use of existing resources while minimizing costs, making the investment in additional services highly profitable for businesses in the sector.
For tour operators, offering Additional Services acts as a catalyst that influences tourists' decisions when selecting a tour By effectively leveraging the richness, uniqueness, and distinctiveness of these services in their marketing strategies, travel businesses can enhance their operational efficiency Furthermore, expanding service offerings not only boosts business performance but also creates more job opportunities for employees.
The labor market is increasingly transitioning from agriculture to the service sector, resulting in the creation of additional jobs This shift not only generates employment opportunities but also plays a crucial role in facilitating the overall transformation of the workforce.
Some types of Additional Services of travel agencies
For travel agencies, Additional Services serve as a catalyst that encourages tourists to select their tours By effectively leveraging the richness, uniqueness, and distinctiveness of these Additional Services in their marketing strategies, travel businesses can significantly enhance their operational efficiency Here are some of the additional products and services offered by tour operators.
Entertainment services enhance guests' experiences by offering a variety of engaging activities Visitors can immerse themselves in local culture through participation in festivals, folk games, and traditional dances Additionally, they have the opportunity to learn folk songs and cooking techniques for specialty dishes Other entertainment options include karaoke, internet access, billiards, and bowling, ensuring a fun and memorable trip.
Our service simplifies travel for customers by assisting with passport registration, transit documents, airline ticket purchases, and customs clearance We also offer valuable information services, including updates on tourist attractions, watch and shoe repairs, and film coatings Additionally, we provide ticket purchasing for music events, guest wake-up calls, and babysitting organization.
Our services cater to a variety of unique human needs, including art studio rentals for painting and sculpture, guide and interpreter hiring, and secretarial services We also offer hall rentals for discussions and concerts, along with telegram delivery, printing, and photocopying services Furthermore, we provide access to sports halls and equipment, as well as beauty care services to enhance your overall experience.
Commercial services can be mentioned as the purchase of living items;shopping for souvenirs; purchase rare goods of commercial nature.
Additional Services’ quality
2.4.1 Definition of Additional Services’ quality
According to ISO 9002, services’s quality is the degree of conformity of a product or service to satisfy stated or predetermined requirements of the buyer.
Service quality is often defined as the level of customer satisfaction achieved through a comparison of perceived quality versus expected quality This concept is inherently abstract and can be elusive due to the distinct characteristics of services, emphasizing that the quality experience is shaped during the service delivery process.
As a result, Additional Services’ quality is the degree to which the complementary product or service satisfies the stated or predetermined requirements of the buyer.
2.4.2 Criteria for assessing the quality of Additional Services
By practical studies, the two authors Berry and Parasuraman have given
5 criteria to evaluate service quality in general and in particular, the criteria are listed in order of importance decrease relative to customers
Reliability is crucial for businesses, as it reflects the ability to consistently deliver promised services accurately Customers expect dependable service performance, making it essential for companies to fulfill their commitments This includes providing both general and additional services precisely as advertised and promised prior to purchase.
Responsibility involves a proactive approach to assisting customers with enthusiasm and dedication In cases of service failures, the ability to swiftly resolve issues can enhance customers' perceptions of quality Our Additional Services team is always available to provide support, demonstrating a friendly attitude and a strong commitment to guest satisfaction.
Reassurance and empathy in customer service involve providing respectful and attentive care, fostering genuine connections, and ensuring confidentiality The dedication and communication skills of the staff play a crucial role; higher quality interactions lead to improved service quality, which in turn enhances the company's competitiveness.
Tangibility: The presence of working conditions, equipment, people and media help customers have a basis to evaluate the quality of service they are about to receive.
2.4.3 Methods for assessing the quality of Additional Services
To assess service quality, companies can employ various methods, including customer satisfaction metrics, expert evaluations, and comparative assessments However, customers typically gauge service quality based on their personal experiences and feelings during service consumption Additionally, several factors can influence the quality of supplementary services provided.
The quality of Additional Services is influenced by three primary factors: facilities, communication staff, and customers Additionally, the involvement of machinery, equipment, and service from suppliers plays a crucial role in shaping service quality Therefore, supplier factors significantly impact the overall quality of Additional Services.
The physical environment plays a crucial role in the Additional Service experience, encompassing all elements surrounding the service area This includes the layout and design of facilities such as saunas, massage rooms, and bars, as well as furniture, lighting, and staff attire These physical features significantly influence customer perception and appreciation of service quality, making them an integral part of the overall product or service offering.
When collaborating with partners to develop an Additional Service, the quality of technical facilities, including equipment, machinery, and furniture design, plays a crucial role in enhancing the service's overall appearance The evaluation of these facilities is based on four key criteria: convenience, aesthetics, safety, and sanitation A lack of comfort and aesthetic appeal in a service's facilities can negatively impact safety and sanitary conditions, ultimately resulting in a lower assessment of service quality.
Service staff encompasses all personnel in the Additional Services department and other key areas, particularly the tour sales department and tour guides, who facilitate customer requests and manage billing This team includes managers overseeing specialized service sectors, such as conference and seminar services, and massage therapy, ensuring seamless service delivery and collaboration with other departments Directly interacting with customers, these staff members are crucial in creating and providing services Effective communicators within this group not only require strong professional skills and communication abilities but also benefit from empowerment, rewards, and supportive conditions to excel in their roles.
Organizational culture refers to the working environment that influences employee attachment, loyalty, and long-term commitment to an organization’s values It encompasses various factors, including career development opportunities, leadership styles, job security, work-life balance, internal communication, and the overall reputation and vision of management To foster a positive organizational culture, effective internal communication is essential, particularly through two-way dialogue that promotes mutual understanding between leaders and employees This approach can reduce misunderstandings and enhance motivation, ultimately leading to improved service quality Conversely, a management style based on orders and punitive measures can create stress and diminish efficiency.
As the economy grows, individuals experience increased income and leisure time, leading to a heightened demand for a variety of services beyond basic needs like accommodation and meals Today, people seek entertainment, self-expression, and wellness services such as massages, beauty treatments, and fitness options This shift in consumer behavior signifies that the demand for additional services during travel is on the rise Consequently, travel companies must continually enhance the quality of their additional services to meet these evolving customer expectations, presenting a significant challenge for providers aiming to satisfy a broader range of client needs.
In the era of globalization, the tour product business is significantly shaped by scientific and technological advancements Innovations such as telephone, internet, video recording, and photography enhance the quality and capacity of Additional Services offered However, to stay competitive, service staff must continuously learn and gain experience, posing a challenge in the training and development of personnel Additionally, rapid technological progress can render existing services and facilities outdated, highlighting the need for company leaders to implement effective promotion and advertising strategies to ensure customers are aware of their high-quality tour products at reasonable prices.
To address the diverse needs of customers, the company offers package products that include essential services and products, attracting clientele The provision of these services relies on collaboration with various suppliers, including hotels, restaurants, transportation garages, spas, and tour guides, as well as entertainment options like concerts and exhibitions Moreover, the company must engage with raw material suppliers, highlighting the necessity of an interconnected operational system rather than functioning in isolation.
Suppliers play a crucial role in determining the quality of package services offered by a company, as customers assess the overall service quality of a tour program without distinguishing between the contributions of individual suppliers.
Customers: The customer is the person who buys the Additional Service, and without the customer there will be no service
Da Nang, one of the country's premier tourist destinations, presents a lucrative opportunity for travel agencies, but the competition is intensifying To retain customers, companies must enhance the quality of their tourism services However, the rivalry among agencies, particularly those offering popular attractions, has led to a troubling trend of price reductions and declining service quality To stand out in this competitive landscape, travel companies must differentiate themselves by elevating the quality of additional services within their tourism offerings.
CASE DESCRIPTION
General Information about Non Nuoc Viet Travel
Company name: Non-Nuoc Viet Tourist Service and Trading Co., Ltd Transaction name: NONNUOCVIET TRAVEL CO., LTD (registered service mark)
Address: No 61 Cao Son Phao Street, Hoa An Ward, Cam Le District,
Legal representative: Nguyen Huu Duy Vu
Operation period starting: 11/14/2010 (Operated for ten years)
Founded in October 2010, Non-Nuoc Viet Travel Trading & Service Co., Ltd aims to address the growing tourism demands in Vietnam, particularly in Da Nang Over more than a decade of operation, the company has experienced significant success, bolstering its reputation and solidifying its brand among customers Today, it enjoys strong relationships with hundreds of domestic and international partners, including travel agents, hotels, restaurants, and transportation companies.
The Company boasts a highly experienced management and administration team in the tourism sector and holds a travel business license from the General Department of Tourism, code 0401386424 It is an active member of several key organizations, including the Vietnam Tourism Association (VITA), the Vietnam Travel Association (VISTA), and the Danang Tourism Association.
3.1.2 Organizational structure of Non Nuoc Viet Travel
To achieve optimal efficiency, it is essential to organize activities based on established goals and scale Direct management by the director ensures that the company's operations run smoothly, allowing for timely implementation of plans and effective functioning of all departments The organizational structure is illustrated in the accompanying chart.
Figure 1: Chart of organizational structure of Non-Nuoc Viet Travel
General Manager: General manager is currently Mr Nguyen Huu Duy
Vu oversees and directs the company, ensuring the smooth operation of the travel center while facilitating optimal conditions for mass organizations to fulfill their functions and responsibilities effectively.
Operation Department: This department is responsible for operating the coordination of activities to implement tourism programs It performs the following tasks:
-Receiving information from the market department or directly from customers and carry out the job of getting seats, dispatching preparing for travel
- Organizing to conduct market research activities, propaganda and advertising to attract customers
- Developing programs suitable to customers' requirements and proactively give comments
- Monitoring and supporting the implementation of travel programs
- Gathering feedback after finishing the tour
- Adjusting programs to suit changes
Marketing Department: This is the department which is responsible for researching, exploiting and marketing development of tourism programs.
It has the following basic functions:
- Organizing and implementing market research activities
- Carrying out propaganda and advertising activities
- Signing contracts with guests, with firms, and tourism companies
- Ensuring the communication between the branch with the customer source, between the departments in the relevant branch for the implementation of the contracts
- Developing plan strategies to submit to the director
The Tour Guide Department requires qualified individuals who adhere to tourism regulations and guiding standards Ideal candidates should possess enthusiasm, attentiveness, cheerfulness, and a hospitable nature, ensuring they are ready to assist guests with formal and legal inquiries Their primary responsibilities include providing exceptional support and guidance to enhance the visitor experience.
- Tasking to guide the delegation according to the tour program built.
- Absolutely abiding by the operating principle, the principle of ensuring national secrets (in communication gestures, words ) according to the provisions of the law of Vietnam and the Company.
- Ensuring maximum cost savings, not arbitrarily spending expenses incurred without consulting the company's leaders.
- Actively studying to improve professional qualifications and skills.
- Reporting service results after the end of a travel program and making a full settlement according to the company's financial regulations.
- Assigning to do the main job - accounting and some other jobs according to the company's analysis
- Being under the inspection and supervision of the director and deputy director
- Tracking and supervising all assets of the travel company
- Managing finance according to the regulations of the company
- Consulting, negotiating and convincing old customers to use the company's services
To maximize access to potential customers in the assigned tourism market, it is essential to actively search for and expand your customer base through various channels This includes engaging in market visits and utilizing communication methods such as internet outreach, phone calls, faxes, and emails By employing a comprehensive approach, you can effectively reach a wider audience and enhance your visibility in the tourism sector.
Our company is excited to announce the launch of new travel services designed to enhance your travel experience We offer a range of options, including tailored travel programs, competitive air ticket sales, and convenient car rental services We invite travel agencies, corporate units, and individual customers to explore these offerings and discover how our comprehensive solutions can meet your travel needs Choose our services for a seamless and enjoyable journey.
- Collecting information links to customers such as address, contact information, customer needs,
Business results of the company in recent years 2017-2019
3.2.1 Development plan of the company in recent years 2017-2019
The travel business focuses on organizing package tourism programs, offering essential services like accommodation and transportation Non Nuoc Viet Travel has developed distinct business strategies to enhance its operations and improve customer experience.
- Focusing on the festival tourism season, spring travel and serving the Vietnamese people who come back home for Tet holiday
- Main customer to be exploited:
+ Social organizations, unions and professions.
+ Schools (Secondary, Primary , College, University)
- Main tourism tour: Going to festival in combination with visiting pagoda and communal house; short-term tours.
- In this quarter, the company expects the organization tour for about 1,200 guests with the average price per person is: 200,000 VND / person.
- Continuing to focus on festival tourism and summer tourism
- Main customer to be exploited:
- Program travel: Festival, short-term, cross-Vietnam, sea travel,…
- Expecting to organize tour for about 1,500 guests with the average price per guest is 350,000 VND / person.
- Focusing on summer and autumn travel This is the most important quarter of the year, so the company need to exploit the maximum of all resources.
- Main customers to be exploited:
+ Social organizations, unions and occupations
- Program travel: Sea travel, short-term, …
- It is expected that this quarter will organize tours for about 1,500 guests with average price per guest: 500,000 VND / person.
- Focusing on autumn - winter tourism, relaxation and tourism combined with shopping
- Main customer to be exploited:
+ Individuals and communities of overseas Vietnamese
- Program travel: short-term, resort, shopping
- It is expected that this quarter will organize tours for about 500 guests with average price per guest: 350,000 VND / person.
3.2.2 Total visitors of Non Nuoc Viet Travel Co.,Ltd in the recent year 2017- 2019
Table 1: Total visitors of Non Nuoc Viet Travel Co.,Ltd in the recent year
Non Nuoc Viet Travel Co., Ltd has experienced a steady increase in visitors over the years, with a total rise of 3,145 arrivals from 2017 to 2019 This growth is attributed to the dedicated efforts of all employees and departments within the company With over a decade of experience, Non Nuoc Viet has continually adapted its strategies and developed company policies to enhance its offerings As competition among travel companies intensifies, Non Nuoc Viet is committed to refining its approach to attract more customers.
3.2.3 Business results of the company in the recent years 2017-2019
Table 2: Business results of the company in the recent years 2017-2019
From 2017 to 2019, Non Nuoc Viet Travel Co., Ltd experienced significant growth in its travel program sales In 2017, the company reported total revenue of 2.5 billion VND, with operating costs at 2.25 billion VND, resulting in minimal profit before taxes due to heavy investments in advertising and facility upgrades However, by 2018, total revenue and profit before taxes rose by 1.16% and 2.32%, respectively, driven by a substantial increase in customer numbers and reduced focus on facility upgrades In 2019, the company continued this positive trend, with total income and profit increasing by 1.17% and 1.47% compared to 2018 The growing recognition of Non Nuoc Viet Travel Co., Ltd and the successful sale of numerous travel programs indicate that the company’s advertising efforts and service quality are improving, marking a positive outlook for its future.
Situation of tourism activities at Non Nuoc Viet Travel Co.,Ltd
3.3.1 Situation of the company's technical facilities
The scientific and technological revolution has greatly enhanced business operations, leading to improved production and work quality In today’s competitive landscape, leveraging technological advancements in production and business is crucial for companies, including Non Nuoc Viet Travel Co., Ltd The company is committed to integrating these innovations into its facilities to stay ahead in the industry.
• Computers are connected to the internet; each employee is equipped with a telephone and digital for both internal and direct.
• Each room is equipped with machine, fax machine, air-conditioner, table and chairs for reception, filing cabinet, water heater
The modern facilities feature a tidy office layout that provides a welcoming atmosphere for customers upon their arrival The strategic arrangement of equipment across departments enhances efficiency, ensuring swift and seamless interactions with clients.
3.3.2 Situation of tourism product business
+ Intermediary products and services that the company sells:
- Registering seats and selling air tickets (Vietnam Airline, Jetstar Pacific Airline, Mekong Airline ).
- Registering and selling tickets of other means such as: high-quality car, high-speed boat, railway
- Supporting the customer to get the passport
The company primarily owns its fleet of vehicles but can hire additional cars as needed, thanks to strong partnerships with private garages in Da Nang city that often provide discounts However, during peak seasons, the company faces challenges such as a shortage of suitable vehicles and varying quality standards.
Non Nuoc Viet Travel Company collaborates with hotels and restaurants rated over 3 stars to ensure high-quality services for its customers Based on guest feedback from the marketing department, the company meticulously prepares reservations tailored to individual needs, including the number of rooms and preferred types Additionally, Non Nuoc Viet regularly updates its restaurant partners for menu pricing and includes detailed dish descriptions in tour programs, allowing customers to make informed choices before finalizing their bookings.
Non Nuoc Viet, like many travel companies, relies on hiring associates from larger firms or independent guides rather than maintaining a large team of in-house tour guides This approach offers significant advantages, including reduced financial costs and less time spent on training, while allowing the company to select guides who best match the specific tour programs and the diverse preferences, ages, and personalities of their customers However, the company faces challenges during peak seasons when finding suitable guides becomes more difficult.
3.4 General introduction of Additional Services At Non Nuoc Viet Travel
Organizing Additional Services enhances tourist satisfaction, extends the tourist season, boosts industry revenue, optimizes facility usage, and lowers costs The investment in these Additional Services is minimal compared to the profits generated Consequently, alongside its core offerings, the company also provides a range of Additional Services to better cater to its clients' needs.
- Reservation: This is the first step in the process of providing
Guests can easily access Additional Services by contacting the receptionist or visiting the service location directly The reservation team is dedicated to providing accurate and comprehensive information about these services, enabling guests to make informed choices With a responsive staff, including two employees specifically assigned to greet guests and assist with reservations, the company ensures a seamless experience for all visitors.
Selling souvenirs allows customers to preserve memories from their trips, making it an essential service that enhances the company's image and influences guest satisfaction The company prioritizes offering meaningful and attractive souvenirs while also seeking partners that provide high-quality items at reasonable prices Currently, one dedicated employee focuses on gathering customer feedback and actively searching for reliable suppliers to ensure the best souvenir options are available.
Non Nuoc Viet Travel is dedicated to providing exceptional conference and seminar experiences by partnering with top-tier venues Our luxurious meeting rooms are equipped with state-of-the-art sound systems and ample capacity to accommodate both organizations and individuals The blend of elegance and convenience in our facilities ensures that guests have a memorable and satisfying experience, highlighting the additional services we offer.
Our transportation service offers car rentals, including motorbikes and shuttle buses, tailored to meet customer needs We prioritize the safety of our clients and their belongings while ensuring timely and reliable transportation With a modern fleet of passenger vehicles from 2015 and newer, accommodating 7 to 45 passengers, we stand out as a leading car rental provider at competitive prices Our high-quality vehicles are ideal for tours and projects, catering to individuals and groups across various provinces.
Cars with 7 seats: Innova, Fortuner, Kia forte 2 doors - 4 doors, Chevrolet Cruze, Captival, Mazda 3 Some other high-end cars such as Camry 2.4, Camry 3.5, Mercedes C200, E 200 new life.
Discover a range of 16-seat vehicles, including popular models like the Ford Transit, Mercedes Sprinter, and Toyota Hiace, all manufactured from 2015 onwards These high-quality cars come with English-speaking drivers who specialize in catering to foreign projects and luxury resorts, ensuring a premium transportation experience.
Cars with 30-45 seats : Cars from high-end to affordable such as Hyundai Contry, Univer, Space Class.
With the motto of quality and prestige put on the top, the company always tries its best in work.
Our massage service offers customers a unique blend of comfort, relaxation, and health recovery after stressful activities By closely researching and designing tours tailored to individual needs, we harmoniously integrate traditional exploration with health care and therapy Each guest is matched with suitable spa partners to ensure rejuvenating experiences that alleviate fatigue and restore energy and inspiration Typically, this additional service is available during tours from 11 AM to 3 PM.
Our company offers comprehensive photocopying and printing services designed to ensure that customers complete their projects efficiently and effectively We understand that a seamless experience brings joy and satisfaction, reflecting positively on our additional services Our dedicated staff is committed to delivering high-quality results for every photocopying and printing request Currently, we operate one photocopier and two printers, and in the event of high demand, we collaborate with external partners to ensure timely service for all customers.
Analysis of the business result of Additional Services in 2018-2019
Table 3: The result of the business result of Additional Services in 2018-
The table above shows that the revenue, cost and profit of using Additional Services tend to increase Revenue in 2019 increased sharply by
In 2019, the company's profits rose to 241 million VND, increasing further to 305 million VND, despite a modest overall growth rate Expenses also grew significantly, from 244 million VND to 310 million VND between 2018 and 2019 The supplementary services offered have played a crucial role in sustaining revenue growth, highlighting their positive impact on the company's overall financial performance.
ANALYSIS AND EVALUATION
The Analysis the customers’ feedback to the quality of Additional Services
To evaluate the quality of Additional Service at Non Nuoc Viet Travel Co.,Ltd A questionnaire is used to get the answers from 110 guests The survey was shown as follows:
The number of people Ratio (%)
Table 4: Table of demographic factors of tourists at Non-Nuoc Viet
According to the survey, for every 110 tourists, there are 49 males and
The study reveals that among 61 female tourists, the majority, 43%, are aged between 31 and 45 years, while other age groups are represented as follows: under 18 years at 12%, 18-30 years at 22%, and 46-60 years at 18% Tourists over 60 years constitute the smallest group at 5% In terms of professions, the largest segment comprises 24 officers, followed by 16 teachers and retirees, 16 business people, and 13 students, with an additional 25 individuals from various other careers Geographically, 51% of the tourists hail from the North, 32% from the Central region, and 17% from the South.
Total number of questionnaires issued: 110
Total number of collected questionnaires: 110
Number of questionnaires is not suitable: 4
Number of questionnaires is suitable: 106
The Information about the tour program (complete, clear)
The ability to solve situations (flexibly, quickly) 0 27 35 44
At the place of accommodation 5 32 39 30
Goal the Additional Services aiming at 0 6 25 75
Table 5: Table of tourist satisfaction statistics about the quality of Additional Services at Non-Nuoc Viet Travel Company
A recent analysis of tourist feedback reveals that an impressive 73% of visitors are satisfied with the convenience standards provided, indicating the company's effective communication of additional services In contrast, a mere 1% of tourists expressed dissatisfaction, highlighting the company's success in meeting customer expectations.
The comfort standard ranks as the second highest priority for tourists, with 68% expressing satisfaction with the facilities and services offered However, over 31% of tourists report feeling unimpressed, indicating a need for the company to enhance and upgrade equipment for tour programs and additional services To ensure a more comfortable experience, it is essential for the company to expand its offerings and cater to the needs of all travelers.
Over 70% of tourists express satisfaction with hygiene standards at both tourist destinations and accommodations in Vietnam However, the rapid development of tourism has resulted in negative impacts on the natural and social environments Additionally, some tourists' lack of awareness contributes to the degradation of landscapes It is essential for local authorities to implement measures aimed at preserving and protecting the beauty of tourist attractions.
Non-Nuoc Viet Travel Company is focusing on sustainable tourism by exploring new tourist destinations and promoting activities that protect the natural and social environment While their travel programs cater to the average-income market, often resulting in standard hotel accommodations that may lack consistent cleanliness, the company should implement strategies to attract higher-spending tourists By doing so, they can enhance their services and offer higher-quality activities, ultimately fostering growth and improving guest experiences.
The fourth standard of Non-Nuoc Viet Travel emphasizes the importance of courtesy and thoughtfulness among its staff An impressive 86% of tourists express high satisfaction with the friendliness, enthusiasm, and professionalism of the team, highlighting the company's potential and dedicated workforce However, there remains a small percentage of tourists who are dissatisfied with staff enthusiasm To enhance overall customer experience, the company should implement strategies to address this concern and further develop staff performance.
Tourist feedback indicates a strong satisfaction rate of over 78% concerning safety and pricing at Non-Nuoc Viet Travel Company Safety remains the top priority for the company, as it significantly influences customers' choices in tour programs and activities However, 25 tourists reported feeling indifferent, highlighting the need for the company to enhance safety measures to maintain customer trust While the pricing strategy is deemed reasonable for the identified target market, the company should consider innovative business strategies to attract higher-spending tourists and boost revenue.
A survey was conducted to assess the quality of tourism activities, aimed at guiding the company towards sustainable tourism development This initiative focuses on safeguarding the natural environment, preserving socio-cultural integrity, and ensuring economic sustainability The accompanying chart illustrates tourists' evaluations of these tourism activities.
Richness Efficiency Goal the tour aiming at 0
Unsatisfied Normal Satisfied Very satisfied
Figure 2: The evaluation criteria for the quality of Additional Services of
Non-Nuoc Viet Travel Company
A recent investigation reveals that over 70% of tourists are satisfied with the Additional Services offered by Non-Nuoc Viet Travel Company, highlighting the continuous investment in diverse tourism activities Remarkably, nearly 100% of tourists who utilized these services reported high satisfaction levels, demonstrating the company's success in achieving its goal of developing sustainable Additional Services However, some services have shown limited effectiveness, indicating a need for the company to identify and implement improvements for optimal results.
To assess the quality of Additional Services at Non-Nuoc Viet Travel Company, a comprehensive analysis of tourists' feedback was conducted The results, illustrated in the accompanying chart, provide valuable insights into customer satisfaction levels.
Figure 3: Tourists' feedback about the quality of Aditional Services at
Non-Nuoc Viet Travel Company
The chart indicates that only 1% of customers are very unsatisfied, while a significant 44% report being very satisfied Additionally, 34% of customers express overall satisfaction, leaving 21% as neutral This suggests that tourists utilizing Additional Services are largely pleased with their experiences Such positive feedback highlights the need for public leaders to sustain and enhance these services.
Table 6: General evaluation of additional services at Non Nuoc Viet
The survey results indicate that while the company's Additional Services are generally viewed as satisfactory by customers, they lack diversity and completeness Notably, services such as massage, photocopying, and printing received a "normal" rating from 39% of customers, while souvenir sales garnered a 30% rating This highlights a gap in meeting customer needs, prompting the company to investigate the causes of dissatisfaction and implement solutions to enhance customer satisfaction To improve Additional Services, the company should collaborate with partners and suppliers, considering factors like service pricing, staff accessibility, and, most importantly, ensuring high quality to leave a positive impression on customers.
The strengths and reasons
Non Nuoc Viet Travel offers a comprehensive range of additional services tailored to meet the diverse needs of both domestic and international guests The company collaborates with various hotels and resorts to provide essential services, including conference room rentals, wedding parties, and shuttle services, ensuring a seamless experience for all visitors.
Customers consistently praise the staff's positive attitude and service style The team is dedicated to providing enthusiastic guidance and advice, ensuring that customers feel at ease with the company's additional services Furthermore, staff members arrive early to inspect and review all machinery and equipment, guaranteeing the delivery of top-quality products and services to customers.
The Additional Service room is equipped with comprehensive machinery and equipment that undergo regular maintenance, ensuring optimal working conditions for employees and a seamless experience for customers.
Non Nuoc Viet experiences a consistent influx of guests year-round, ensuring stable visitor numbers even during the off-season Additionally, the company provides affordable additional services, enhancing its competitiveness against other local businesses.
With over a decade of experience, the company benefits from expert technical support and advice for all its equipment This advantage enables the company to diversify its range of additional services while maintaining a quality level that meets the moderate demands of its customers.
The company's management has successfully fostered strong relationships with both domestic and international partners, resulting in a consistent flow of guests throughout the year, even during the low season Additionally, by reducing unnecessary expenses and optimizing its fixed capital structure, the company is able to offer competitive pricing that stands out among other tour operators.
The weaknesses and reasons
The company currently lacks a dedicated quality management board and a specific quality indicator system, resulting in insufficient focus on quality management Regular inspections and evaluations of staff readiness to serve customers are not conducted, leading to concerns about the reliability of additional service quality.
Many employees, particularly in the Additional Services department, lack professional training, and the company has not implemented regular and ongoing skill development programs for its staff.
The Additional Service management team is still inexperienced and has low management skills, leading to a limited level of awareness and behavior of the workforce.
The company overlooks the crucial role of Additional Services in its operations, resulting in a lack of investment in upgrading facilities, techniques, and equipment Furthermore, there is insufficient focus on diversifying these services to better meet customer needs.
DIFFICULTIES AND SOLUTIONS
Difficulties
Prior to the Covid-19 pandemic, the tourism industry in our city and across the nation was thriving, attracting a significant influx of visitors and boosting hotel revenues Despite these benefits, the industry faced several challenges that emerged alongside its growth.
The peak tourist season has attracted a growing number of visitors to the city, creating a profitable market for travel companies This surge in tourism has resulted in a rise in high-rise hotels along the coast, intensifying competition among various businesses in the area.
The rising influx of tourists at Non Nuoc Viet Travel has resulted in overcrowding, forcing staff to frequently work overtime to manage the high volume of customers This surge often compromises the quality of customer service, as the number of employees does not align with the demands of visitors Consequently, this mismatch can lead to negative perceptions from customers regarding the company Additionally, the company's human resources are occasionally insufficient to adequately cater to the needs of tourists.
The Covid-19 pandemic has had devastating effects on the global tourism industry, with Vietnam experiencing significant losses The Non Nuoc Viet Travel company, in particular, has faced immense challenges due to the absence of tourists, leading to severe financial difficulties The lack of visitors has strained the company's financial resources, impacting staff salaries, facility maintenance, and other expenses Despite national efforts to revive tourism, the reliance on domestic tourists has not been sufficient to alleviate these financial burdens.
Solutions
To navigate the challenges posed by the low season and the ongoing impact of the Covid-19 pandemic, the company should prioritize promotional strategies aimed at attracting domestic customers Enhancing employee professionalism through targeted training courses will enable staff to provide superior service, fostering better communication with customers to address their needs effectively This approach not only enhances customer satisfaction but also strengthens the company's reputation, ultimately drawing in more clientele By focusing on domestic marketing efforts, the company can leverage its potential market to mitigate the effects of the current tourism crisis and ensure sustained operations during these trying times.
CONCLUSION AND SUGGESTIONS
Conclusion
In today's evolving social economy, the rising living standards of individuals underscore the significance of Additional Services in tourism As tourists' preferences and needs outpace the available services, effectively organizing these Additional Services is crucial for enhancing customer satisfaction This approach not only boosts company revenue but also optimizes the use of existing resources while minimizing costs Furthermore, the investment in organizing Additional Services is relatively low compared to the potential profits generated.
For tour operators, offering Additional Services acts as a catalyst that encourages tourists to select their tours By effectively leveraging the richness, uniqueness, and distinctiveness of these services in their marketing strategies, travel businesses can significantly enhance their overall efficiency and attract more customers.
The labor market is shifting from agriculture to the service sector, with Additional Services playing a crucial role in job creation and driving this transition The diversity of offerings in Additional Services not only serves as a key factor in ranking accommodation facilities but also significantly enhances the appeal of tourist businesses Many establishments are now leveraging these strengths to attract business guests and professionals, highlighting the importance of quality Additional Services in the competitive landscape.
During my internship at Non Nuoc Viet Travel, supported by the Faculty of English at Duy Tan University and my mentor, Lê Thị Kim Uyên, I gained invaluable hands-on experience and knowledge This opportunity allowed me to engage directly with customers and apply my academic insights in a real-world setting, leading to a successful completion of my graduation thesis I proposed solutions to enhance additional services aimed at attracting more domestic customers for Non Nuoc Viet Travel Co., Ltd.
Suggestions
Human resource planning is essential for Non Nuoc Viet to effectively outline its future personnel needs, ensuring the company has adequate staff to meet both general and additional service demands Currently, recruitment efforts are closely coordinated, but a notable challenge is the low cultural and foreign language proficiency among employees, with most only possessing an average college education and foreign language skills at level B To address this limitation, the company must prioritize higher recruitment standards, focusing on candidates who meet requirements for foreign language abilities, professional expertise, health, and appearance By enhancing the quality of new hires, Non Nuoc Viet can significantly improve the overall quality of its additional services.
Effective human resource training and development involves organizing short courses that blend theoretical learning with practical application, utilizing experienced employees to mentor newcomers Additionally, hosting skills and behavioral contests, along with discussion sessions focused on customer psychology and cultural understanding, enhances employee knowledge and fosters talent discovery This approach not only improves operational efficiency but also enables managers to strategically arrange personnel based on identified strengths.
Effective employee supervision enhances awareness and boosts productivity and efficiency However, it is crucial that this oversight is not overly strict, as excessive rigidity can foster a negative work mentality among staff Supervisors should strive to balance efficiency with encouragement, motivating employees to perform at their best.
Service quality management is crucial for enhancing the entire service delivery process, ultimately leading to improved customer service When employees feel a stronger sense of purpose in their work, it elevates the professionalism of the company's service offerings.
The quality management of Additional Services at Non Nuoc Viet is currently underperforming, as it lacks a systematic organization and oversight from senior leadership.
To enhance customer satisfaction, the company should adopt a contemporary customer-centric management model that prioritizes client needs in decision-making regarding goals and policies Leadership should focus on rewarding and disciplining employees based on their dedication and ability to engage with customers, rather than strictly adhering to company rules Creating opportunities for staff to interact more with customers will allow them to showcase their skills, such as communication and foreign language proficiency, while also gaining valuable experience.
6.2.3 Designing some new Additional Services
In today's rapidly evolving market, consumer needs are constantly changing, leading to heightened competition that compels companies to enhance and innovate their Additional Services based on thorough research However, the ease of service imitation means that new products are quickly replicated, resulting in minimal differentiation among offerings Given the limited range of services currently available, there is an urgent need for the design of new Additional Services To address this, Non Nuoc Viet Travel should establish a dedicated marketing department focused on distinguishing the company's services from competitors and specializing in the research, design, and development of innovative Additional Services.
Completely new services are innovative offerings that a company has never introduced before, presenting significant opportunities for future revenue growth These services enhance customer choices and increase competitiveness, but they also come with substantial risks, as managers and employees must navigate uncharted territory without prior experience Finding entirely new services within an established industry can be challenging; thus, it is essential to integrate surrounding services and technologies to develop additional offerings that meet customer needs.
To enhance its offerings, the company should explore new service categories that, while novel to them, already exist in the market Conducting thorough research to identify additional services favored by customers—such as beauty, medical, sports, and consulting services—will be crucial By addressing gaps in the current service system, the company can supplement and refine its existing services Leveraging its strong reputation, the company can develop attractive additional services that align with customer demands, ultimately leading to improved and upgraded service experiences.
Service groups enhance guests' understanding of Da Nang city, its surrounding areas, and Vietnamese culture by offering ticketing services for sightseeing, exhibitions, fairs, and museums dedicated to history and the arts The company collaborates with local galleries, museums, travel agencies, and hotels to facilitate art exhibitions, showcasing paintings and photographic art.
Service groups offer guests a chance to unwind and enhance their well-being while alleviating stress from daily routines These groups provide opportunities for personal growth and skill discovery, including activities like cooking ethnic dishes, playing traditional musical instruments, and engaging in rewarding intellectual games.
Our services are designed to save time and enhance convenience for guests, offering a range of options such as information services, reservation assistance, and ticket purchases for various modes of transportation We also provide access to tickets for cultural performances like water puppetry, concerts, movies, and sports events, as well as support with passport and visa procedures to ensure a seamless travel experience.
Service groups cater to everyday needs by offering a variety of convenient solutions, including watch and camera repairs, in-room beauty services, sports equipment rentals, and car washing services.
Service groups cater to specific needs, offering specialized assistance for clients with high financial means, including bodyguard services, interpreting services, and private secretaries Additionally, they provide tailored services for families traveling with young children, such as babysitting, infant beds, and accommodations for children under three years old.
To effectively launch new services, the company must communicate essential information to various audiences, including existing and potential customers, intermediaries, and employees Utilizing mass media to showcase the new Additional Services is crucial for building awareness In the short term, the primary focus should be on enhancing understanding and recognition of these services rather than immediate revenue generation Ultimately, the long-term objective is to shift perceptions and foster sustained interest among guests, aligning with the company's overarching business goals.
6.2.4 Improving coordination between departments in the company