INTRODUCTION
Rationale
The tourism industry in Vietnam has significantly advanced, contributing to economic growth, poverty reduction, and the preservation of cultural values, while also enhancing social security and environmental protection Despite these achievements, the sector faces challenges and shortcomings that hinder its potential as a key economic driver The growth of tourism is not yet commensurate with the country's vast resources and advantages, and issues of sustainability remain However, the natural beauty, rich cultural heritage, and supportive government policies provide a strong foundation for businesses in the tourism sector To thrive amid increasing competition, these businesses must develop effective strategies for continued success.
Tourism companies must enhance their marketing efforts to achieve both short-term gains, such as increased sales and profits, and long-term benefits, including brand image and recognition Sanna Joint Stock Company, a relatively new yet dynamic player in Vietnam's tourism sector, particularly in the Central region, exemplifies successful revenue generation Analyzing the marketing strategies employed by Sanna can provide valuable insights into the operational dynamics of Vietnamese travel agencies, offering lessons applicable to other businesses in the industry My internship at Sanna allowed me to apply theoretical knowledge and engage with various departments, particularly marketing, which sparked my desire to contribute to the company Throughout this experience, I recognized the critical role of the marketing department in shaping the company's business strategy and identified several limitations in its current marketing practices Consequently, I chose to focus my graduation thesis on “An Investigation into the Marketing Department and Some Solutions to Improving Marketing Strategy for Tourism Services of the Sanna Joint Stock Company.”
Aims and Objectives
Systematize theoretical bases related to the strategic marketing tourism services
Analyze and evaluate marketing activities at the company
Plan a suitable marketing strategy in 2020 Propose solutions to develop marketing activities of the company
Scope of the Study
Researching the subject of the topic are some solutions to improve tourism strategy of Sanna Tour Joint Stock Company
Space: Study the planning content in the marketing of Sanna Tour Joint Stock Company
Time: Study tourism service marketing strategy at the company Expected in the range from 2017-2019
Method of the study
The statistical and synthetical methods
The comparative and analytical methods
Organization of the Study
Including the Rationale, Aims and Objectives, Scope of the study, Method of the study and organization of the study in this case.
THEORETICAL BACKGROUND
Tourism
Tourism has emerged as a vital component of socio-cultural life globally, playing a significant role in economic development across numerous countries Its rapid growth highlights the increasing importance of tourism activities in today's world.
The term tourism became very popular, it was derived from the French word
Tourism refers to the act of traveling and exploring new places, primarily for leisure and relaxation It plays a vital role in enhancing individuals' health and productivity while being fundamentally linked to the concept of relocation.
Tourism has demonstrated its ability to facilitate the movement of millions of people globally while simultaneously generating significant socio-economic impacts This multifaceted concept encompasses a range of activities and phenomena that contribute to the economic and social dynamics of destinations.
The term "dual" in the context of human travel encompasses both the traditional notions of leisure and entertainment, while also highlighting its significant economic implications related to production and consumption.
Michell Coldman's definition of tourism: “Tourism is an interactive combination of four groups of ancestors in the process of serving tourists” [1]
The Faculty of Tourism and Hospitality at National Economics University defines tourism as a multifaceted industry encompassing various activities, organizations, and services aimed at fulfilling the needs of travelers This includes essential components such as travel, accommodation, meals, sightseeing, and entertainment The tourism sector not only caters to tourist demands but also generates significant economic, political, and social advantages for both the host country and the businesses involved.
Tourism is defined as a human activity involving travel and temporary stays away from one's usual residence for purposes such as relaxation, healing, personal development, and cultural or sports engagement, all while consuming natural, economic, and cultural resources.
2.1.2.1 Classification of according to the purpose of the Trip
The current types of tourism are also quite widely classified, below are the types of tourism classified according to the purpose of the trip.
Resort tourism is increasingly favored by diverse customer groups as modern tours cater to a wide array of needs As life becomes more hectic and stressful, the desire for relaxation and rejuvenation at luxury resorts has become a priority for many individuals seeking to recharge their energy.
Ecotourism is a form of tourism that merges natural and cultural experiences, occurring in well-preserved natural ecosystems This sustainable travel approach allows visitors to appreciate and engage with the beauty and value of nature while promoting environmental conservation.
Historical and cultural tourism offers a unique opportunity to explore the rich heritage and human values of different regions This type of tourism often involves group tours that blend sightseeing with stunning landscapes, enhancing the travel experience through cultural exploration By immersing travelers in the local history and traditions, these tours create a more engaging and meaningful journey.
Sightseeing and discovery tourism is a fairly popular type of tourism in our country because nature is endowed with many unique beautiful scenes that attract people to learn.
Tourism that integrates teambuilding activities is increasingly popular, particularly in coastal and eco-tourism destinations This approach not only fosters connections among employees but also enhances training and inspiration, motivating staff to perform better As businesses develop travel programs that promote teamwork, they attract more tourists while creating a more engaged workforce.
2.1.2.2 Classification by territory of operation
International tourism (inbound) is a form of tourism in which tourists traveling in Vietnam or abroad return to Vietnam to travel.
Outbound travel is a common term in the travel industry This tourism means a people living in one country and going to another country to travel, visit, explore.
2.1.2.3 Classification according to the geographical characteristics of tourist destinations
This is a form of tourism based on nature, the provinces and cities have long and beautiful beaches to invest in serving tourism, entertainment, relaxation, and swimming.
It is tourism that takes place in a defined geographical space, inhabited by specific hills, terrain, and biodiversity or inhabited by local communities.
This is a useful form of tourism for all ages, through fun, entertainment, sightseeing to improve health and discover new things.
Emerging as a popular trend, garden tourism is flourishing in delta provinces and regions with temperate climates, offering visitors the chance to explore fruit-laden orchards while enjoying a refreshing and pleasant atmosphere.
Tourism services have emerged as a vital economic sector, often referred to as a smokeless industry, playing a significant role in the economies of numerous countries worldwide In many nations, the tourism industry is integral to the economic structure, with some countries relying on it for 30-50% of their foreign currency income Additionally, the tourism sector employs 20-30% of the total workforce, underscoring its importance as a key driver of economic growth and employment.
Tourism business professionals view their industry as a means to fulfill the unique needs of travelers To deliver services that resonate with consumers, staff must adapt their behavior to align with the expectations of tourists Therefore, tourism business encompasses the execution of various stages of tourism activities or the provision of services, all aimed at generating profit.
2.1.4 Main types of tourism business
The travel business involves creating and selling travel programs, which include the production, renewal, and organization of tours As a fundamental aspect of the tourism sector, it plays a crucial role in driving tourism development and is recognized as a key industry within the tourism economy.
Travel business activities are expressed through the process of selecting natural and humanistic tourism resources to form tourism products in their raw form to finally build tourism programs.
A travel business acts as an intermediary, offering a range of services that cater to tourists' needs while earning a commission from specialized providers This includes booking transportation, securing entertainment options, and facilitating various experiences, all aimed at enhancing the overall travel experience for guests.
Tourists
According to the definition established at the 1963 Rome Conference by the United Nations, an international tourist is defined as an individual who temporarily resides outside their usual place of residence for a duration of 24 hours or more.
According to Vietnam's tourism ordinance (Article 20): “Tourists include domestic tourists and international tourists” [6]
According to Clause 2, Article 3 of the 2017 Law on Tourism, a tourist is defined as an individual who travels for leisure or tourism purposes, excluding those who are studying or working for income at their destination This definition encompasses both domestic tourists within Vietnam and international tourists visiting the country, as well as Vietnamese tourists traveling abroad.
Domestic tourists are Vietnamese citizens and foreigners residing in Vietnam traveling within the territory of Vietnam
International tourist are foreigners, Vietnamese residing overseas enteringVietnam to travel and Vietnamese citizens and foreigners residing in Vietnam traveling abroad.
Marketing and Marketing Tourism
For managers, marketing is often viewed as "the art of selling," yet the most crucial aspect of marketing goes beyond merely selling a product According to Peter Drucker, a renowned expert in advertising consulting, understanding this distinction is vital for effective marketing strategies.
The essence of marketing lies in deeply understanding the customer, ensuring that the product or service perfectly meets their needs, leading to effortless sales Ultimately, effective marketing fosters a natural desire to purchase, paving the way for the development of innovative products or services.
According to the American Marketing Association:
“Marketing is the process of planning and executing the creation, pricing, marketing, and distribution of ideas, goods and services to create exchange and satisfy individual and organizational goals” [6]
Tourism marketing, as defined by the UNWTO, is a management philosophy that focuses on understanding customer needs through research and selection This approach enables tourism organizations to effectively offer products and services that align with market demands, ultimately enhancing profitability.
Tourism marketing, as defined by Alastair M Morrison, is a continuous process where tour operators and hotels strategically plan, research, implement, control, and evaluate activities This approach is designed to meet customer needs and desires while aligning with business objectives to achieve optimal efficiency.
Marketing requires the efforts and efforts of everyone in the Company and the activities of the related supporting Company based on 6 principles:
- Satisfying customer needs and desires
- Marketing is an ongoing process, a continuous management activity
- Continuity but consisting of many successive steps.
- Marketing research plays a key role
- The interdependence of travel companies and hotels has a relationship of dependence and mutual influence.
- Marketing is not the responsibility of a single department but all departments Tourism marketing is a marketing activity in the market.
Tourism is intrinsically linked to economic development, as it thrives when the economy flourishes According to marketing expert Phillip Kotter, a service is defined as a benefit or measure provided by one party to another, which is primarily intangible and does not confer ownership Additionally, the delivery of a service may be associated with a physical product.
In addition to the characteristics of general products and services, tourism products have the following characteristics:
- Intangibility or immaterial: tourism products cannot be touched before we consume them An overnight stay at a hotel or a tour cannot predict the quality of that product.
Tourism products are unique in that their production and consumption occur simultaneously, making them indivisible Unlike other products, tourism offerings cannot be created in advance and later consumed; they are inherently tied to their origin, emphasizing the importance of the destination experience.
Service quality is often inconsistent and challenging to assess, as it varies significantly based on the context of service delivery and is largely influenced by customer perception The same service experience can yield different evaluations from different individuals, highlighting the need for service providers to continuously monitor customer sentiments This awareness enables them to make informed decisions that enhance service quality.
Travel services are non-storable, meaning they cannot be kept in reserve once a customer purchases a tour program If a guest fails to attend, the company still incurs costs for the planned activities Consequently, companies require advance payment from customers and impose significant penalties for contract breaches to mitigate financial losses.
Effective tourism marketing must align with industry principles to enhance business efficiency To build customer trust, it is essential to enhance the tangible aspects of the product through expanded advertising, innovative programs, and a strong company image.
2.3.2.1 Outstanding types of tourism marketing
Immerse yourself in local culture by participating in programs that showcase customs, heritage, and cuisine Engaging in shared activities, dining with locals, and staying in their homes offer unique and memorable experiences that are increasingly popular among travelers today.
To effectively promote tours and showcase destinations, cuisine, and experiences, investing in a professional tourism website is essential A well-designed site should not only be visually appealing but also provide essential amenities for visitors, ensuring a seamless and engaging user experience.
Effective marketing strategies are crucial for the survival of travel companies, as they significantly influence the tourism industry A well-designed tourism website empowers customers to easily access comprehensive information about the business and its services, enhancing their overall experience.
The rapid advancement of information technology has made social networks a vital tool for tourism marketing, allowing brands to effectively connect with customers By showcasing captivating images and enticing tour packages on these platforms, businesses can effortlessly attract and engage potential travelers.
Vietnam is experiencing a surge in popularity for tourism that blends cultural, culinary, and immersive local experiences Travelers are drawn to tours that explore the country's rich history and unique culture, while also indulging in local specialties This type of tourism not only provides visitors with memorable experiences but also offers the opportunity to bring home cherished gifts that reflect Vietnam's vibrant heritage.
Email marketing is a highly effective strategy for reaching travelers during peak seasons, offering a simple way to stay memorable to customers However, it's crucial to execute this approach thoughtfully to avoid being flagged as spam.
CASE DESCRIPTION
General information about Sanna Tour Joint Stock Company
3.1.1 Overview of Sanna Tour Joint Stock Company
-Company name: SANNA TOUR JOINT STOCK COMPANY
-Address: Head office - K06 / 21 Nguyen Du, Hai Chau District, Da Nang
Branch 1- 289 Hung Vuong, Hai Chau District, Da Nang.
Branch 2 - 28 Ngo Van So, Dong Da, Hanoi.
-Page facebook: https://www.facebook.com/sannatourvn
Some photos of the internship below:
Picture 1: Logo of Joint Stock Company Sanna Tour
The company's logo features a sail against a blue background, symbolizing the sea and embodying the spirit of a fearless warrior This imagery reflects a strong determination to navigate through challenges and achieve future successes.
Picture 2: Field trip, learn the tourism market in Da Nang
Picture 3: Field trip, learn the tourism market in Da Nang
3.1.2 History formation of Sanna Tour Joint Stock Company
Sanna Tour Tourism Joint Stock Company officially came into operation in
Since March 2017, Sanna Tour has established a prominent presence in Da Nang's city center, significantly impacting the local tourism market and the central provinces The company has grown to operate two transaction offices in Hanoi and Da Nang, employing a team of highly educated staff trained to meet Sanna's professional standards.
Tour, capable of meeting and satisfying all the needs of tourists about domestic and foreign tours as well as other travel services travel and tourism.
Sanna Tour is experiencing significant growth in the domestic tourism market, attracting a substantial number of international visitors with its unique and innovative tours The company collaborates with both domestic and international airline partners to offer exciting new travel products that surprise customers with diverse routes, competitive pricing, and exceptional services Committed to delivering the best service to clients and partners while ensuring sustainable community development, Sanna Tour prioritizes quality and innovative solutions Through these continuous efforts, Sanna aims to establish itself as a leading travel company in Da Nang and the Central region, reinforcing its position as a key player in Vietnam's tourism industry.
3.1.3 Organization chart of Sanna Tour Joint Stock Company
Diagram 3.1: Diagram of Sanna Tour Joint Stock Company
The director of the company is the head of the business establishment and also the person who holds all the power in the company The next person is the
Deputy Director who is responsible for allocating work to each department and is the manager of the following departments: Operations Department, Retail Ticket
Office, Sales Department, Aviation Department, Tour Guide Department,
Marketing Department, Teambuilding Department, and Accounting Department.
- Charging of visas, passports, air tickets when needed by the sales department.
We organize guides tailored to the specific needs of each tourist group and prepare a proposal for the Director's approval This proposal will facilitate the transfer of necessary tour equipment from the administrative and human resources department to the guides.
- Planning tour guide training and build event forms Develop and compose presentations to send to tour guides during the process of introducing guides to guests.
- Verifying and paying service costs of suppliers at the time of sending customers based on the information of service handover negotiation.
- Taking full responsibility before branch leaders for the quality of services they deploy and check after negotiation and handover
- Creating good relationships with longtime partners and customers
- Creating attractive tour programs and be responsible for advertising to customers.
- Researching, exploring, creating about the tourism exploitation environment and propose to the company's leadership.
- Keeping tickets and issuing tickets to customers deal with the request for reschedule or cancellation of tickets
- Directing implement the construction, protection and development of the Company's brand effectively, prevent and handle infringements of the Company's trademark and business rights that occur in the central region
- Developing short, medium and long-term product development strategy, marketing communication strategy in the Central region in each period according to the general development strategy of the Company.
- Deploying marketing, promotion and promotional programs with breakthrough, stimulating the market, to sponsor major programs and events to promote the Company's brand image in the market, coordinate Organize seminars.
- Acting as an intermediary between a service provider and a customer
- Resolving complaints related to tour guides during all trips
- Creating team building travel programs for customers
- Introducing team building products to customers and create relationships between companies so that they know about the team building program
- Renting game equipment to organize team building
- Responding for recording all revenues, expenses, and profits
- Counting salary for all employees of the company
3.1.3.3 Personnel structure at the company
Table 3.1: Staff structure of employees at Sanna Tour Joint Stock Company
Gender Academic level (%) Male Female University College
(Source: the accounting department of the company Sanna Tour in 2021)
The data indicates that a significant 70.83% of employees hold a university degree, while 29.17% possess a college degree This highlights the company's effective recruitment strategy, ensuring a skilled and qualified workforce that positively influences both the operational efficiency and growth of the organization.
Service at the company
Sanna Tourism Company offers a wide range of domestic and international package tours featuring attractive destinations tailored to various audiences Their diverse tour program ensures that every traveler finds valuable experiences that meet their interests and preferences.
Table 3.2: Information on domestic and foreign package tour services
Company also offers the following typical tours:
- Rent a car Sanna Tour is a reputable unit in the field of car rental services in
Da Nang Sanna Tour has more than 15 car models from 4 seats to 45 seats, a team of experienced and professional drivers
- Air ticket Sanna Company specializes in providing air tickets for customers of airlines Jetstar, Vietnam Airlines, Vietjetair, departing from domestic airports
Domestic Tour Program International tour program
Vung Tau is conveniently accessible from major cities like Ho Chi Minh City, Hanoi, and Da Nang, making it an attractive destination Various airlines offer international e-tickets to popular locations such as the US, Europe, Japan, and Thailand The dedicated and helpful staff ensure efficient handling of ticket changes and cancellations, enhancing the travel experience.
Sanna Tour is a leading team building organization in Da Nang, specializing in high-quality and effective team building training courses across various tourism sectors With extensive experience, they excel in delivering engaging and impactful programs designed to enhance teamwork and collaboration.
- Event organization Sanna Tour especially provides event organization services for customers such as seminars, conferences, year-end, year-end, customer gratitude, galar dinner, press conference, training.
Sanna Tour Joint Stock Company focuses on the domestic market, catering to a diverse clientele that includes individuals seeking travel services, sightseeing tickets, team-building activities, air ticket bookings, and tourist car rentals The primary customers of the company are those who require assistance with their travel needs.
Guests are referred through people who have used the company's services
Guests are exploited by the hotel itself through the company's website and face book pages
Visitors to the company or self-sufficient guests
Guests are sent by domestic travel agencies and receive a percentage of commission The company's products and services are:
ANALYSIS AND EVALUATIONS
Business results of the company in 2017 – 2019
Maintaining the confidentiality of information is crucial for businesses, particularly in the travel industry, to protect their strategic plans For Sanna Tour Joint Stock Company, internal confidentiality regarding data such as revenue, expenses, profits, and visitor sources is vital While there may be minor discrepancies in this data, they do not significantly deviate from the actual figures.
Table 4.1 : Business results of the company in 2017 – 2019
(Source: Sales department of Sanna Tour in 2021)
In 2017, the company's total revenue was VND 1,253,123 million, which rose to VND 1,664,321 million in 2018, reflecting an increase of VND 441,198 million or 35.21% This growth can be attributed to effective marketing strategies and exceptional support for executive teams, instructors, and skilled employees in the construction sector The company focuses on maintaining its media presence and expanding into new customer markets, fostering trust with clients In 2019, revenue reached VND 1,890,563 million, marking a further increase of VND 226,242 million or 31% compared to 2018 This consistent revenue growth highlights the robust development of Vietnam's tourism industry, particularly in Da Nang.
The company's cost control is effective, driven by strong management policies Over the years, an increase in revenue has led to higher costs Notably, total expenses rose by 366,253 million VND (44%) from 2017 to 2018, and by an additional 191,039 million VND (14%) from 2018 to 2019.
The data indicates a steady increase in total profit over the years, with a notable rise of 44,345 million VND (10.52%) from 2017 to 2018 This trend continued into the following year, 2018 to 2019, where profit grew by 35,203 million VND, representing a 7.21% increase.
Statistical results of the number of visitors at Sanna Tour Joint Stock Company
Table 4.2: Statistics of visitor sources of the company Sanna Tour
(Source: Sales department of Sanna Tour in 2021)
Between 2017 and 2019, tourism activities showed a stable and growing influx of visitors for the company Analysis of the data reveals three key insights: Firstly, the domestic customer segment is the strongest, accounting for 47-52% of visitors, reflecting the company's strategic focus on domestic market development Additionally, the Outbound customer market has demonstrated consistent growth year over year, indicating a promising trend in this segment as well.
The company is currently experiencing a market share of 39–46% and is actively working to diversify its offerings to better serve customers However, inbound customers represent a mere 13% of the total, indicating a need for growth in this area Additionally, the business remains underdeveloped in the international market, which presents an opportunity for future expansion.
4.2.2 Quality of products and services is marketed through the use of customer services
Table 4.3: Business results of each service of Sanna Tour Joint Stock Company in 2017-2019
Book tickets to visit famous places Book hotel room
(Source: Sales department of Sanna Tour in 2021)
The business results of Sanna Tour Joint Stock Company from 2017 to 2019 indicate a strong preference for the company's travel services among tourists Notably, the sale of tickets to famous attractions rose from 18% to 21.3% between 2017 and 2018, driven by effective tourism policies in Da Nang and a series of festivals aimed at attracting visitors This positive trend continued into 2019, showcasing a consistent year-over-year increase in business performance The marketing department's strategic changes have significantly contributed to revenue growth, particularly evident in 2019.
Analyze and evaluate the results of customer surveys who have used the
Including the Rationale, Aims and Objectives, Scope of the study, Method of the study and organization of the study in this case.
Focusing on some basic definitions related to tourism, tourists and marketing tourism
Introducing general information about Sanna Tour Joint Stock Company CHAPTER 4 ANALYSIS AND EVALUATION
Focusing on analyzing Marketing activities for tourism services and evaluating and commenting on Marketing activities of Sanna Tour Joint Stock Company
Proposing some solutions to improve Marketing strategy
CHAPTER 6 CONCLUSIONS AND SUGGESTIONS conclusing and suggesting improvements for study subjects (intern companies), study tourism majors of the Faculty of English and Duy Tan University
Tourism has emerged as a vital component of socio-cultural life globally, with robust growth in tourism activities, making it a key economic sector in numerous countries worldwide.
The term tourism became very popular, it was derived from the French word
Tourism involves traveling and exploring different places, primarily for rest and recreation, which helps enhance individuals' health and productivity At its core, tourism is fundamentally linked to the act of relocation, allowing people to experience new environments and cultures.
Tourism has demonstrated its ability to facilitate the movement of millions of people globally while also generating significant socio-economic impacts This multifaceted concept encompasses various phenomena that influence both local and global economies.
The term "dual" in the context of human travel encompasses both leisure and entertainment aspects, while also highlighting its significant economic implications related to production and consumption.
Michell Coldman's definition of tourism: “Tourism is an interactive combination of four groups of ancestors in the process of serving tourists” [1]
The Faculty of Tourism and Hospitality at National Economics University defines tourism as a multifaceted business encompassing activities, organizations, tour guides, and the production and exchange of goods and services aimed at fulfilling the needs of travelers This includes essential services such as travel, accommodation, meals, sightseeing, and entertainment, all of which cater to tourists' demands These activities not only provide significant economic, political, and social advantages to the tourism sector but also benefit the businesses involved.
Tourism is defined as a human activity involving the movement and temporary stay away from one’s usual residence for purposes such as relaxation, healing, and personal development, as well as cultural and sports engagement, while also contributing to the consumption of natural, economic, and cultural resources.
2.1.2.1 Classification of according to the purpose of the Trip
The current types of tourism are also quite widely classified, below are the types of tourism classified according to the purpose of the trip.
Resort tourism is increasingly favored by diverse customer groups as modern tours cater to a wide range of preferences As life becomes more hectic and stressful, the desire for rejuvenation through luxurious resort experiences is becoming a priority for many individuals seeking relaxation and energy renewal.
Ecotourism is a unique form of tourism that emphasizes the integration of natural and cultural elements It occurs in regions with well-preserved ecosystems, allowing visitors to appreciate and experience the intrinsic value of nature while promoting environmental conservation.
Historical and cultural tourism offers a unique glimpse into the rich heritage and human values of various regions, enhancing your understanding of their cultural history Typically organized as group tours, these experiences blend sightseeing with stunning landscapes and immersive cultural exploration, making each journey both engaging and enriching.
Sightseeing and discovery tourism is a fairly popular type of tourism in our country because nature is endowed with many unique beautiful scenes that attract people to learn.
Tourism that integrates teambuilding activities is increasingly popular, particularly in coastal or eco-tourism destinations This approach not only enhances employee motivation but also fosters connections among colleagues through engaging travel programs Companies are recognizing the value of combining training with leisure, making it an effective strategy to inspire and energize their workforce while attracting more visitors.
2.1.2.2 Classification by territory of operation
International tourism (inbound) is a form of tourism in which tourists traveling in Vietnam or abroad return to Vietnam to travel.
Outbound travel is a common term in the travel industry This tourism means a people living in one country and going to another country to travel, visit, explore.
2.1.2.3 Classification according to the geographical characteristics of tourist destinations
This is a form of tourism based on nature, the provinces and cities have long and beautiful beaches to invest in serving tourism, entertainment, relaxation, and swimming.
It is tourism that takes place in a defined geographical space, inhabited by specific hills, terrain, and biodiversity or inhabited by local communities.
This is a useful form of tourism for all ages, through fun, entertainment, sightseeing to improve health and discover new things.
Emerging as a popular trend, garden tours in delta provinces and temperate climates offer travelers the chance to explore fruit-laden orchards while enjoying a refreshing and cool atmosphere.
Tourism services have emerged as a vital economic sector, often referred to as a "smokeless industry," playing a crucial role in the economies of numerous countries worldwide In many nations, the tourism industry is integral to the economic structure, with some countries relying on it heavily, as it contributes 30-50% of foreign currency income and employs 20-30% of the total workforce.
The tourism business is focused on meeting the unique needs of travelers, requiring service providers to adapt their behavior to align with consumer expectations To create valued services, it is essential for professionals in the tourism sector to understand and respond to the behaviors of tourists Ultimately, the tourism business encompasses all stages of tourism activities and services, aiming to generate profit while enhancing the overall experience for consumers.
2.1.4 Main types of tourism business
The travel business involves creating and selling travel programs, including tours, and managing their execution As a fundamental aspect of the tourism sector, it plays a crucial role in driving economic growth and promoting tourism development.
Travel business activities are expressed through the process of selecting natural and humanistic tourism resources to form tourism products in their raw form to finally build tourism programs.
A travel business acts as an intermediary, connecting tourists with specialized service providers to facilitate their travel experiences It offers a variety of services, including booking transportation and securing entertainment options, effectively managing tourists' expenditures on leisure activities.