INTRODUCTION
Rationale
Tourism plays a crucial role in today's global landscape, serving as a vital component of international economic integration In various countries, it has emerged as a leading economic sector, significantly boosting national income and contributing to overall economic growth.
The travel business serves as a vital intermediary, connecting supply and demand in both domestic and international tourism It focuses on organizing, constructing, selling, and implementing comprehensive travel packages for tourists Additionally, travel agencies facilitate the sale of travel suppliers' products and engage in various business activities to meet the diverse needs of travelers.
In the competitive tourism sector, businesses must enhance their operational efficiency and integrate into regional and international markets This necessity is particularly evident for One Team Global Tourism and Trade Limited Liability Company in Vietnam, where improving the quality of tourism offerings is crucial for survival and growth As product quality becomes a key determinant in the tourism industry's evolution, this article explores the current state and proposes solutions to elevate the quality of travel programs at OTG Trade and Tourism Co., Ltd.
Aims and objective
The study aims to focus on the quality of the tour program at OTG Travel and how to improve the quality of the tour program.
The purpose of this study is carrying out objectives as follows:
- Investigate in detail the entire process of tour program quality at OTG Travel.
-Find out strengths, weaknesses, opportunities and threats in quality travel.
- Proposing some solutions to improve the quality of tourism.
Scope of the Study
This article explores the challenges related to the development, marketing, and execution of package tourism programs within the company It aims to propose effective solutions to enhance the quality of these tourism offerings.
Methods of the Study
In my research, we use some methods to support our work.
- Firstly, we use the method of collecting information from the departmental managers
- Second, we got more details and ideas about OTG Travel by using the mothed of observing and enterviewing the company’s staff and customer.
Organization of the Study
This study is divided into five chapter:
THEORETICAL BACKGROUND
Travel business
Travel business is the conduct of market research activities, establishment of tourism programs, advertising and selling of these programs, organizing the implementation of programs and tour guides.
Large tour operators, equipped with extensive technical resources including airlines and hotel chains, leverage the banking system to comprehensively meet all customer travel needs from start to finish.
- Organize intermediary activities to sell and sell products of service providers, shorten or close the gap between tourists and tourism businesses.
Comprehensive tourism programs are designed to seamlessly integrate various travel elements, including transportation, accommodations, sightseeing, and entertainment, into a cohesive package These all-in-one solutions cater to customer needs, offering a perfect blend of experiences for a memorable journey.
Tourism program
Tourism program is a typical product of a travel business However stemming from different perspectives that have different perspectives on the tour program Here are some key definitions:
The UK Travelers Association and the European Union define a Tourism Program as a pre-arranged package that includes at least two components, such as accommodation and transport services To qualify, the program must be sold in increments and have a duration exceeding 24 hours.
- According to author David Wright in the book Travel Business Advice
The tourism program encompasses a range of services associated with standard travel routes, including transportation and destination offerings It is essential that all these services are fully booked or contracted prior to their execution to ensure a seamless travel experience.
- According to the Vietnam National Administration of Tourism in
+Tour program is the itinerary of a tour including itinerary each session, each day, hotel accommodation, type of transportation, price of the trip and free services.
Dr Nguyen Van Manh and Pham Hong Chuong have defined the tourism program within the framework of their Curriculum of Travel Business, building upon established definitions in the field.
A tourism program consists of a collection of interconnected services and goods designed to meet at least two distinct needs of travelers during their consumption experience These offerings are pre-arranged and provided at a predetermined total price, ensuring a seamless and enjoyable journey for tourists.
- This definition draws the following characteristics of the travel program:
• The travel program is a guide to the implementation of pre-ordered services, satisfying the travel needs of people
• In the travel program must have at least two services and consumption is arranged in a certain order of time and space
• The price of the program is the gross price of the services included in the program.
2.2.2.1 Based on the arising origin
+ Active tourism program: The travel business does market research to develop a program that fixes the implementation date, organizes advertising, and sells - performs.
Passive tourism programs involve visitors approaching travel agencies with their specific requests, allowing the agency to create tailored itineraries based on mutual agreement While these programs carry lower risks, they typically attract fewer tourists, resulting in a more reactive approach from the company In contrast, combination tourism programs merge aspects of both passive and active tourism, where travel companies proactively research the market and develop travel offerings without predetermined dates Through effective promotional strategies, tourists discover these programs, leading to collaborative agreements for implementation.
- Package tour program: offered for sale at a gross price, combining all services and goods arising in the trip - is the main type of tour program of the travel business.
- Tourist program with basic prices: There are prices of some basic services: transportation, accommodation
- Travel program with buffet price: for guests to choose services with different levels of service quality at different prices
2.2.2.3 Based on the content of the trip
- Program for convalescence, entertainment, sightseeing and treatment
- Tourist thematic program: culture, history .
- Religion and belief tour program
- Sports travel program, explore, adventure
- Special travel programs, such as old battlefield visits for veterans
2.2.2.4 Based on some other criteria
- Individual tour program and group tour program.
- Long-term tours and short-term tours.
- Travel program by means of transport.
Characteristics of the tour program
The tourism program is a service, so it is of the nature of the product and service, including:
Intangibility in services means that they cannot be tasted, weighed, or measured in advance, making it challenging for customers to assess quality before purchase Unlike tangible goods, which can be evaluated through consumption, the quality of services varies based on individual customer perceptions Additionally, heterogeneity highlights that while goods are produced before sale, services are often created in collaboration with customers, leading to variations in service levels For instance, travel companies may introduce new programs that result in differing experiences for each visitor.
Non-storage or rework in service delivery presents challenges, as products and services are created and consumed simultaneously, preventing any opportunity for storage or reworking Mistakes in the product creation process can have significant repercussions, potentially undermining customer confidence in the service system Therefore, it is crucial for product design to align with customer requirements and to fulfill those needs effectively.
+ Seasonality: Tourism depends on natural conditions and resources but has its own tourist season because the majority of marine tourism is in summer.
So the program design only has to depend on that seasonal factor.
Selling can be challenging due to the diverse preferences and habits of customers shaped by geographical, cultural, psychological, and physiological factors Each customer has unique experiences and expectations, leading to varying requirements and quality assessments To effectively meet these diverse needs, service providers must tailor their offerings to align with the specific demands of different customer segments.
The process of developing tourism programs
2.4.1 Process of developing package tourism programs
To create effective tourism programs that align with market demands and meet tour operators' objectives, it is essential to follow a structured development process This involves researching market needs, analyzing customer responsiveness, and assessing the capabilities and positioning of tour operators The program should outline clear goals and concepts, including a basic itinerary, transportation options, accommodation, dining choices, and program rules Finally, determining the overall cost and selling price is crucial to ensure the program's feasibility and attractiveness to potential tourists.
Not every package tourism program requires adherence to all outlined steps; however, an experienced programmer should possess a deep understanding of tourism supply and demand They must be adept at identifying the needs, interests, and preferences of tourists while also exploring innovative tourism concepts based on their knowledge of available resources and businesses in the sector This section highlights some essential steps in the program development process.
2.4.2 The relationship between the needs of tourists and the content of tourism programs
Tourists' needs drive their travel experiences, influenced by their spending power, usage habits, aesthetic preferences, and expectations for transportation and accommodation quality These factors are shaped by the economic, social, lifestyle, and consumer behaviors unique to each target market.
Tourism targets vary significantly between business travelers and leisure tourists, particularly in terms of travel frequency, average trip duration, and preferred destinations While business travelers often prioritize efficiency and quick trips, leisure tourists seek extended periods for relaxation and enjoyment, highlighting the distinct needs and behaviors of each group in the travel industry.
The relationship between tourism consumption and travel programs is crucial; routes must align with the travel purpose and the program's duration should fit within the tourist's available time Additionally, the timing of free time influences trip decisions during the design phase Pricing should be accessible for most customers, while the service categories must meet the quality standards and consumption habits of the clientele.
2.4.3 Investigate the relationship between responsiveness and tourism program content
When evaluating tourism resources, individuals consider various factors, including the actual value and reputation of these resources, their alignment with the tourism program, travel accessibility, safety, and the surrounding social and natural environment.
When creating transport options for tourists, it's essential to consider several key factors: the distance between destinations, the time allocated in the itinerary, the available modes of transportation, the speed of travel, the quality of the transport services, and the associated costs.
When selecting a hotel, key factors to consider include the hotel's location and rating, the quality of service provided, pricing, and the relationship between the travel company and the hotel Furthermore, the availability of entertainment options and sightseeing activities plays a crucial role in enhancing the overall appeal and richness of the travel experience.
2.4.4 Some points to pay attention to when developing travel programs
When developing a tourism program, the following principal principles must be paid attention to
The program should ensure a reasonable execution speed, balancing activities to prevent fatigue while considering the psychological and physiological endurance of different travelers It is essential to incorporate a variety of activities to enhance the consumer experience and prevent monotony Additionally, staff should focus on providing excellent service during the initial reception and when guests conclude their experience.
Evening activities in the program can include optional programs for visitors, depending on conditions Guests have the flexibility to choose from various organized activities, such as temple visits, market excursions, or art performances Typically, elective programs are included in the overall package price, although some may be offered separately from the main itinerary Tourists opting for these additional buffet programs will enjoy an extended travel experience.
To ensure a successful trip, it's essential to balance the guests' time and financial resources with the quality and content of the program This harmony between the company's business objectives and the tourists' needs is crucial A well-crafted itinerary should appeal to travelers by addressing every detail, no matter how small, to create an attractive and reassuring experience.
2.4.5 Organize the tourism program implementation
This phase starts from the time the company organizes the village until the travel program is agreed upon on everything between the participating parties.
In case the tour operator receives passengers from a passenger or sales agent, the jobs include:
- Receive guest notifications or requests from client companies or copy dealers Guest notification is sent to Mar room and must include the following information:
+ Time and place of entry and exit
+ Some requirements for guide, car, hotel
When finalizing a travel program, it is essential to secure agreement from both the guest and the sending company regarding the itinerary and pricing Often, guests may fully accept the proposed program and pricing set by the tour operator However, there are instances where guests may request modifications to specific elements of the itinerary, such as timing, attractions, or service levels, necessitating adjustments to the original plan.
The tour operator is required to inform the guest or the sending company of their response promptly Typically, the marketing department of the tour company is responsible for directly communicating and making decisions regarding agreements with both guests and sending companies.
- Develop detailed program: On the basis of informing customers of the Marketing department, the tour operator in detail with full contents of activities as well as locations.
When booking hotel services for guests, it's essential to specify the number of rooms, room types, number of guests, length of stay, and meal preferences The hotel must promptly respond to the travel company's requests Additionally, the operations team should ensure all necessary preparations are completed to provide a seamless experience for the guests.
Passengers can secure their air tickets by making reservations through airline ticketing agents or by entering into contracts with airlines It is advisable to book in advance to ensure availability and guarantee a seat.
Buy train tickets (railway) for guests.
Transfer or rent that car.
Dispatch and assign tasks to the tour guide Together with the guide, the tour guide is assigned properly according to the requirements of each program.
2.4.5.3 Stage 3 Implementation of tourism programs
- During this period, the main work is that of tour guides and service providers in the program The main tasks of the operating department include: + Organizing solemn welcome activities
Activities of tour guide
Tour operators rely heavily on tour guides to enhance the travel experience by welcoming, serving, and assisting tourists throughout their journey These guides are the primary representatives of the tour company, ensuring that all needs and aspirations of travelers are met based on pre-agreed travel contracts The role of a tour guide extends beyond mere companionship; they provide essential information and organize various services, significantly impacting the overall quality of the travel experience A well-trained team of guides is a top priority for travel companies, as their diverse responsibilities vary based on the program's content, audience, and conditions Ultimately, the effectiveness of a tour guide is crucial in delivering a successful travel program.
- Guide and serve guests at the hotel
- Guide on the go, in sights
- The tour guide's work after seeing off guests
In the modern travel industry, large groups of tourists traveling abroad often have a team leader, typically an employee or a business agent, who oversees the management of tourists and the execution of travel programs While team leaders share similar organizational skills with tour guides, their primary role is to monitor the group rather than provide cultural insights Typically, a tour company assigns both a team leader and a tour guide, but to reduce costs, many delegations opt for a single guide who fulfills both responsibilities.
Quality of tourism program
Quality tourism programs rely on well-considered design features that prioritize functionality and usability The effectiveness of these programs is measured by how well they align with their original design intentions and meet user needs.
From the consumer's perspective, the quality of a travel program is determined by how well it meets the traveler's needs and expectations It reflects the level of satisfaction experienced by guests when engaging in a specific tourism program, highlighting the importance of aligning offerings with individual tourism motives.
2.6.2 Tour program quality concept (Tour)
The tourism program product is a comprehensive service that defines the quality of tourism programs based on its unique characteristics This concept will be explored from two perspectives, highlighting the essential elements that contribute to an exceptional tourism experience.
From the perspective of tour operators, the quality of a tour program is determined by how well its design features align with its intended function and usage methods Additionally, it is essential to evaluate the extent to which the program meets its original design goals in practice.
From the perspective of travelers, the quality of a tourism program is determined by how well it meets their needs and expectations This satisfaction level reflects the alignment of the travel experience with the specific motives of the tourists Ultimately, a successful travel program enhances visitors' overall enjoyment and fulfillment during their trip.
To enhance customer focus, the quality of a travel program is defined by its ability to meet visitor expectations A program that effectively aligns with these expectations demonstrates higher quality, while a lower likelihood of satisfaction indicates a need for improvement.
2.6.3 Factors affecting the quality of tourism programs
The quality of a tourism program is significantly influenced by various internal factors related to the travel business's capabilities and qualifications Key elements include the expertise of implementation staff, managers, and operators, as well as effective management methods, advanced technological processes, and essential business equipment Analyzing these factors reveals their positive impact on enhancing the overall quality of tourism offerings.
A skilled and dedicated team, including marketing staff, operating personnel, and tour guides, is essential in determining the quality of a travel program These employees directly influence the tourism experience, as the quality is assessed during the execution of the program To ensure excellence, team members must possess high professional qualifications, adaptability, a passion for their work, and strong communication skills For instance, a tour led by a hot-tempered guide can diminish guest satisfaction, regardless of how well the tour is organized Therefore, businesses must prioritize building a competent and positive workforce to enhance the overall quality of their tourism programs.
Effective management mechanisms, forms, and strategies play a crucial role in the success of tourism programs, directly impacting their quality Managers possess the authority and tools necessary to address quality issues, making their role essential in fostering a motivating and supportive work environment for employees By cultivating a positive corporate culture, businesses can enhance the quality of their travel programs Therefore, it is vital for leaders to recognize the significant influence of their management team on program quality in order to achieve continuous improvement.
The foundation for developing effective travel programs lies in the integration of technical facilities, which are essential components of a travel business's offerings By incorporating advanced technical facilities, travel businesses can significantly enhance the quality of their tourism programs In today's world, the impact of these technical advancements on tourism program quality is undeniable, making them crucial for success in the industry.
The effectiveness of a travel program is largely determined by the underlying technological processes used in its creation A well-executed technological framework is essential for developing high-quality travel programs that can compete with other tourism products This process allows designers to meticulously plan and organize elements, ensuring the final product is coherent and appealing Without a robust technological foundation, travel programs risk becoming disorganized and ineffective, ultimately compromising their quality and market competitiveness.
In travel programs, tourists play a dual role as both consumers and contributors to product development, making their subjective perceptions crucial to product quality To ensure satisfaction, tour programs must align with the expectations of the majority of travelers, as they are the ones who directly evaluate the quality of the experience However, individual assessments are influenced by personal characteristics such as gender, needs, income, age, and cultural background, which significantly impact their perception of quality Ultimately, these factors are key determinants in defining whether a travel program is considered high-quality.
A successful travel program relies on multiple factors, with the service provider playing a crucial role in meeting the needs and desires of visitors High-quality travel experiences emerge from a diverse and abundant network of suppliers; conversely, a limited number of suppliers can lead to uninspiring and subpar programs Additionally, the relationship between tour operators and service providers significantly impacts program quality; stronger partnerships enhance availability and enable suppliers to facilitate seamless tourism experiences.
Travel agents significantly influence the perceived quality of travel products, as they are often the first point of contact for visitors This initial impression is crucial in shaping the overall assessment of the travel experience Acting as intermediaries, travel agents facilitate the connection between tourists and travel agencies Their enthusiasm and awareness can greatly enhance the image of the travel agency's offerings, leading to a positive perception of the travel programs.
Economic, social and environmental infrastructure
Tourism products encompass all elements necessary to meet customer needs, with economic, social, and environmental infrastructure playing crucial roles in determining the quality of tourism programs A tour program to a destination with outdated facilities, poor transportation, unstable political conditions, and environmental degradation cannot be considered high-quality or appealing to travelers.
Managing the quality of the tourism program
Effective quality management in tourism programs involves a comprehensive system of administrative, economic, and technical measures aimed at optimizing business potential This approach ensures the continuous enhancement of product quality and service delivery, ultimately meeting tourist needs while minimizing costs and maximizing profits Two fundamental characteristics emerge from this definition: the focus on efficiency and the commitment to ongoing improvement.
Quality management is an ongoing process that spans the entire product life cycle, from design to usage Travel agencies hold the responsibility of ensuring quality not only during the sale of their products but also throughout the entirety of the customer's trip.
Quality management is a coordinated system of preventive measures driven by human factors, ensuring that all employees, from executive management to those involved in service delivery, share the responsibility for implementing the program effectively.
The system of criteria for evaluating the quality of the tourism program20 1 Convenience standard
The tourism program quality criteria system encompasses essential characteristics of key stakeholders engaged in the development and execution of tourism programs, ensuring alignment with visitor expectations within the target market Consequently, the evaluation of our tourism program's quality will be based on these established criteria.
This criterion emphasizes the convenience and cost-effectiveness associated with the entire process of purchasing a travel program, from the initial need to buy one, through the execution of the travel plan, and finally, the journey back home.
- Information is provided fully, clearly, regularly and promptly
- Easy and low cost when the situation occurs
- This standard reflects the physical and mental comfort in the consumption of the services and goods that constitute a travel program.
- This standard is shown in the content:
+ The modernity of the means, technical facilities and facilities that create the service through its own economic and technical criteria.
+ The aesthetics of the means and technical facilities.
+ The completeness, abundance and diversity of the quantity and quality of the service.
+ Calculated to be served promptly and accurately according to customer requirements.
- This standard reflects the clean, fresh requirements of the environment in general and the cleanliness of each service in particular during the tour of the guests.
- This standard is shown in the content:
+ The common environment in the tourist destination: green, clean, beautiful, orderly, fresh air, light, sound, water sources, food, food, waste sources, prevention and prevention infectious diseases.
To ensure optimal service delivery, it is essential to maintain a dedicated environment for each service aspect, including personal hygiene for workers, thorough cleaning of both interior and exterior service areas, and proper sanitation of cleaning equipment and materials This focus on hygiene processes not only enhances the quality of services and goods but also guarantees a safe and healthy experience for the final consumer.
2.8.4 Standards of courtesy and thoughtfulness
This standard addresses the increasing demand for hospitality among tourists throughout the various stages of their journey—during the purchasing process, while consuming tours, and after the experience It also highlights the unique characteristics inherent in tourism production and consumption.
- This standard is expressed in the following contents:
+ Traditional hospitality of the tourist destination
+ Caring for customers from when they buy a travel program until after they consume the translation program
+ The plans and measures ready to serve errors, if any
- This standard reflects the best guarantees of guests' body, health, baggage, property, and privacy during travel program consumption.
- This standard is shown in the content:
+ Social, economic and political stability
Security order and discipline, standards, behavioral rules in the process of consuming tourism products
+ Laws to protect tourism consumers
The quality evaluation of a travel program requires a thorough assessment of each service component within the translation program, focusing on tourism resources, technical facilities, and personnel This comprehensive system of standards is applied concurrently across all services, ensuring a cohesive evaluation of overall service quality.
The meaning of improving the quality of tourism programs
Improving the quality of tourism programs at One Tean Global Trade and Travel Co., Ltd is essential for maximizing tourist satisfaction and, consequently, profitability By reviewing existing programs and implementing effective solutions, the company aims to enhance the overall experience for travelers, ensuring that their needs are met to the fullest extent This focus on quality not only benefits tourists but also drives greater financial success for the business.
Enhancing the quality of tourism programs is essential for portraying Vietnam as a "rich and beautiful" destination, thereby boosting its competitiveness in the regional and global tourism markets This research not only aids travel businesses in understanding their industry better but also provides insights into effective strategies for achieving their objectives Furthermore, improving tourism program quality contributes to the sustainable development and protection of the tourism environment, which is crucial for the survival and growth of companies in this sector Ultimately, prioritizing product quality remains a fundamental goal for both travel businesses and tourists alike.
The above are general arguments about the quality of tourism programs It is the basis, the foundation to help us orient the goal to be achieved is the
To enhance the quality of tourism programs, it is essential to implement effective measures beyond mere reasoning As Marx noted, "practice creates truth," highlighting the importance of learning through practical experience By researching and analyzing real-world activities, we can develop comprehensive solutions that align closely with our objectives.
CASE DESCRIPTION
Company overvier
Established in 1975, OTG TRAVEL Joint Stock Company is one of the first three travel companies in Vietnam, fully compliant with current business registration laws The company, operating under tax code 0401957396, received its business registration license from the Department of Planning and Investment On February 26, 2019, it was renamed One Team Global Travel and Trade Company Limited Specializing in tourism services, the company offers accommodation, transportation, and travel services for both domestic and international guests.
Nguyen Thi Kim Lien serves as the legal representative of One Team Global Trade and Tourism Co., Ltd, acting on behalf of the company to exercise rights and fulfill obligations arising from business transactions She represents the enterprise in legal matters as a plaintiff, defendant, and in other related interests before arbitration and courts, in accordance with applicable laws.
- Business name: One Team Global Trade and Tourism Company Limited
- Director: Nguyen Thi Kim Lien
- Address of head office: 130/40 Dien Bien Phu, Thanh Khe ward, Da Nang city
- Email: info@otgtravel.com.vn
- Website: http://otgtravel.com.vn
Functions, powers and duties of One Team Global Trade and Tourism
- Organize the production of package tours: a combination of individual products of many travel service providers.
- Organized brokerage to consume products of suppliers, reliable partners.
- Exploiting advertisements to provide information to tourists.
- Provide other intermediary services such as Visa, air tickets, car rental.
- Conduct market surveys and research to build and sell tourism products.
Explore diverse tourist programs designed for both international and domestic visitors, particularly tailored for foreigners residing in Vietnam Experience authentic Vietnamese culture through hometown visits and enjoy organized travel opportunities for Vietnamese citizens venturing abroad.
- Organize shuttle activities, guide tourists in accordance with regulations.
- Organize the accounting and business operation, and financial announcement of the enterprise according to the State regulations.
To ensure effective workforce management and optimal utilization of assets and capital, it is essential to align with the State's economic and financial management principles as outlined by the General Department of Tourism This involves developing strategic plans to train and effectively deploy staff members.
- Develop and decide on the personnel organization structure, issue professional functional standards, labor regulations and train and foster human resources.
- Directly enter into transactions with foreign tourism organizations to welcome international tourists to Vietnam and organize Vietnamese traveling abroad
- To be allowed to mobilize domestic and foreign capital to develop technical facilities and expand additional services to meet the needs of all types of tourists.
3.2.4 The business areas of the company
+ International travel business to receive guests: The company accepts groups of tourists or individual visitors who are foreigners or Vietnamese overseas to travel to Vietnam.
The international travel business focuses on facilitating travel for tourists from Vietnam to various countries Our services cater to both Vietnamese nationals and foreigners residing and working in Vietnam, ensuring an enriching travel experience for all.
The domestic travel business specializes in organizing travel programs for Vietnamese tourists to explore various destinations across the country Additionally, the company offers personalized services, including hotel reservations, flight bookings, and transportation services with travel guides to enhance the overall travel experience.
As a trusted air ticket agent, the company has established a strong reputation in the travel industry, with leading airlines like Vietnam Airlines and Pacific Airlines selecting it as their primary agent This partnership greatly enhances the convenience of ticket sales for travelers planning international trips.
OTG Travel not only excels in its primary business activities but also offers a wide range of supporting services, including currency exchange, import and export documentation, and visa assistance These additional services not only enhance the overall customer experience but also contribute significantly to the company's revenue, effectively catering to the diverse needs of travelers.
Organize the company's management apparatus
3.3.1 Organizational chart of the company's management apparatus
3.3.2 Functions and duties of each department
A director is a key member of a management team, responsible for overseeing specific areas within a company, program, or project Organizations typically employ several directors, each tasked with managing distinct business functions or roles.
The vice director is typically elected alongside the president or, less commonly, appointed independently after the presidential election This role involves direct management of domestic sales and guides, with responsibilities that include identifying and expanding market opportunities, designing travel programs, developing international tourism sources, and overseeing tour guide operations.
The accounting department plays a crucial role in managing accounts receivable, sales, and essential accounting functions, including necessary collection actions A key responsibility is payroll, ensuring all employees receive accurate and timely payments Additionally, the department prepares financial reports that aid in budgeting, forecasting, and informed decision-making processes.
This role demands a blend of educational qualifications and a minimum of five years of experience in tourism, hospitality sales, marketing, or public relations, particularly targeting individuals currently engaged in tourism promotion and those with a marketing background Essential skills include effective planning, organization, and communication, while prior experience with an advertising agency and media negotiations is advantageous.
The operations department plays a crucial role in ensuring the success of your business by managing profitability and maximizing shareholder returns This department holds significant power within the organization, as its members are accountable for overall business performance In addition to overseeing financial outcomes, the operations team also influences various aspects of the company, including employee development and customer relations.
ANALYSIS AND EVALUATION
Analysis of external and internal factors affected the quality of the
4.1.1 Analysis of external factors affected the quality of the tourism program
4.1.1.1 The structure of guest in OTG Travel
Table 1 The guest in OTG Travel from 2017 - 2019
2018 Total 23022 100 27654 100 32572 100 120.11 117.78 Inbound visitors 10646 46.24 11723 42.39 14068 43.2 110.12 120.00 Domestic visitors 12376 53.76 15931 57.61 18504 56.8 128.72 116.15
Source: (OTG Trade and Tourism Co., Ltd)
Total Inbound visitors Domestic visitors
Chart 1 The guest in OTG Travel from 2017 - 2019
The company's tourism growth has shown a consistent upward trend, with the number of travelers rising from 24,020 in 2017 to 32,572 in 2019 This represents a significant development rate, with increases of 120.11% from 2017 to 2018 and 117.78% from 2018 to 2019 In 2017, inbound visitors totaled 10,646, making up 46.24% of the overall visitor count.
2018, this number grew to 11723 visitors, increased by 10% compared to
In 2017, inbound visitors to the company increased by 20%, reaching 14,068, although the growth rate slowed to 117.78% in 2019 compared to 120.11% in 2018 Despite this decline, the company continues to invest in attracting high-paying inbound travelers due to their significant contribution to overall profits, highlighting the inbound market's importance Meanwhile, domestic visitors rose from 53.76% in 2017 to 56.8%, totaling 18,504 in 2019, indicating a robust revenue potential To capitalize on this trend, the company should implement effective business strategies, including government initiatives like reduced airfare, and develop tourism programs that showcase Vietnamese heritage and history to stimulate domestic travel demand.
4.1.1.2 Structure of the using of transportation by passenger
Table 2 The using of transportation by passenger in OTG Travel from
106.87Source: (OTG Trade and Tourism Co., Ltd)
Total guests ibound Air Route
Chart 2 The using of transportation by passenger from 2017 to 2019
By the end of 2019, air travel accounted for 64.75% of the company's passenger transport, an increase from 58.76% due to economic growth and the rise of low-cost carriers like Vietjet Although the number of overland travelers has gradually increased, the percentage traveling by road has declined from 33.51% in 2017 to 28.97% in 2019 Road travel remains appealing for its affordability and flexibility, allowing tourists to stop at desired locations and enjoy scenic views To capitalize on this trend, the company should implement cross-Vietnam road travel programs, especially in light of rising prices Meanwhile, sea tourism saw a decrease during this period, falling from 7.73%.
4.1.1.3 Guest structure according to exploitation ability
Table 3 The guest from the ability of exploitation in OTG Travel between 2017 and 2019
2018 Total 23022 100 27654 100 32572 100 120.12 117.78 Companie s self- seeking customers
9 118.59 107.01Source: (OTG Trade and Tourism Co., Ltd)
Total Companies self-seeking cus- tomers
Chart 3 The guest from the ability of exploitation in OTG Travel between 2017 and 2019 Comment :
Between 2017 and 2019, the company demonstrated a strong capacity to attract customers, particularly those seeking services independently Visitor numbers rose significantly, increasing from 17,275 in 2017 to 20,796 in 2018, indicating a positive trend in customer engagement and attraction.
In 2019, the number of international visitors surged to 25,044, representing 43.91% of total self-seeking customers, highlighting a significant increase in tourism demand amidst reduced market competition Additionally, effective policies to stimulate domestic tourism led to a rapid rise in the number of local tourists, which grew from 8,056 in previous years.
Between 2017 and 2019, the number of customers in the domestic travel business grew significantly from 14,048 to 56.09% of the company's total clientele This trend indicates that the domestic travel market presents substantial opportunities for the company's growth and development.
The company has experienced a steady increase in customer visits from suppliers, with domestic visitors rising from 4,318 in 2017 to 4,456 in 2019 Additionally, international visitor numbers have also grown, increasing from 1,429 in 2017 to 1,737 in 2019.
By the end of 2019, the company experienced growth, reaching 3,072 visitors compared to 2,018 in the previous year To enhance its competitiveness in both domestic and international travel markets, the company must focus on strengthening its brand and improving its image among existing and potential customers.
The quality of a travel program relies heavily on the excellence of its core services, including transportation, accommodation, and additional offerings To enhance this experience, the company has developed a comprehensive network of service providers that boasts a wide range of options in both quality and quantity.
The hotel's partner of OTG Travel
Table 4 The hotel’s partner of OTG Travel in 2019
Hoi An Hoi An 5 star
Source: (OTG Trade and Tourism Co., Ltd)
The restaurant's partner of OTG Travel
Table 5 The restaurant's partner of OTG Travel in 2019
Kim Do Tran phu Street
My Hanh Seafood Vo Nguyen Giap
Heaven Garden Cua Dai Street Pho Trang Cua Dai Street Van Loc Tran Phu Street Aubergine Ly Thai To Street
Hue Tinh Gia Vien Le Thanh Ton Street
An Binh Chu Van An Street Quang Binh Phuong Nam Le Duan Street
Chang Chang Luong Ninh Street
Source: (OTG Trade and Tourism Co., Ltd)
The supplier of transport services of OTG Travel
Table 6 The supplier of transport services of OTG Travel in 2019
Source: (OTG Trade and Tourism Co., Ltd)
OTG Travel has established strong partnerships with various restaurants, hotels, and transportation companies, enabling them to cater to customer needs year-round However, with the increasing influx of visitors, particularly during holidays and festivals, the company frequently faces challenges such as room shortages and limited transportation services To enhance customer satisfaction and manage demand effectively, OTG Travel must address these issues proactively.
External factors can impact the quality of products and services, leading to inconsistencies During peak seasons, the availability and performance of guides and driver-partners may decline, significantly affecting the overall quality of travel programs and the company's reputation.
Economic, environmental, and social factors significantly impact program quality, as demonstrated by the global Covid-19 pandemic Prior to the outbreak, Vietnam was a popular and safe destination for foreign visitors However, the emergence of Covid-19 led to a dramatic decline in tourist numbers, resulting in numerous canceled tour programs and the closure of many hotels and travel agencies Consequently, the company's visitor count also plummeted.
4.1.2 Analysis of internal factors affected the quality of the tourism program
4.1.2.1 Staff situation in OTG Travel
Table 7 The structure of staff situation in OTG Travel in 2019
Source: (OTG Trade and Tourism Co., Ltd)
The company, despite being newly established, has a balanced workforce of 16 employees, with an equal representation of men and women The largest departments are Tour Operations and Sales, each comprising three employees, which represents 18.75% of the total staff Additionally, these departments have the highest graduate rates at 18.75% and 12.5%, respectively Conversely, the Chief Accountant position is the least populated, with only one employee, making up 6.25% of the workforce Other departments each have two employees, accounting for 12.5% Notably, the qualifications of the workforce show that 68.75% hold university degrees, significantly surpassing the 25% who have college degrees.
4.1.2.2 The situation of technical facilities of OTG Travel
Table 8 The situation of technical facilities OTG Travel in 2019
Source: (OTG Trade and Tourism Co., Ltd)
The company is well-equipped with a comprehensive range of machines and tools, including computers, printers, and photocopiers, to support the daily tasks of its employees This extensive machinery and equipment system enables efficient job completion Additionally, the modern information network allows for swift problem-solving and effective information management, ensuring that the quality of tour programs aligns with visitor expectations Furthermore, the director can easily oversee the company's operations and monitor employee performance.
The company's professional workspace is equipped with essential tools like computers and landlines for each employee However, the limited seating arrangement, which consists of only one table and four chairs, can lead to overcrowding during busy periods This lack of space may create confusion and disorder, potentially impacting customer satisfaction with the company's service.
Evaluate of the quality of the tourism program of OTG Travel
4.2.1 Evaluation of the quality of tourism program based on customer’s feedback
Table 9 The evaluation of the quality of tourism program of customer’s feedback in 2020
Satisfaction level (%) Very satisfied Satisfie d
(Source: The questionnaire of customer)
Very satisfiedSatisfiedNormalDissatisfied
Chart 4 The satisfaction of customer about transport service and driver in OTG Travel in 2020
The evaluation of the service program was based on three criteria: car styling, air conditioning, and driver performance Among the 100 customers surveyed, 30% expressed high satisfaction, while 32% reported general satisfaction A significant 37% rated the service as average, and only 1% indicated dissatisfaction with the driving service Overall, the company has established a strong reputation for its shipping services, with the majority of customers expressing satisfaction However, some customers remain concerned about the quality, safety of the cars, and the drivers.
Chart 5 The satisfaction of customer about tour guide in OTG Travel in 2020
Customers assess tour guides based on two key criteria: presentation knowledge and service attitude In a survey of 100 participants, 61% expressed high satisfaction with their tour guides, while 33% reported being satisfied Only 6% felt neutral about their experience This positive feedback can be attributed to the company's tour guides, who demonstrate a dedicated and responsible service attitude, consistently offering prompt assistance to customers.
Chart 6 The satisfaction of customer about restaurant in OTG Travel in 2020
Visitors evaluate restaurant service based on criteria such as menu, ambiance, amenities, and staff performance A survey of 100 customers revealed that 46% were very satisfied with the dining experiences provided during company travel programs, while 51% expressed general satisfaction Only 3% rated their experience as average, and no respondents reported dissatisfaction Overall, customers showed a high level of satisfaction with the restaurants associated with these travel programs However, repetitive menu offerings during tours can lead to boredom, limiting opportunities for guests to enjoy authentic local cuisine.
Chart 7 The satisfaction of customer about hotel in OTG Travel in 2020
In the accommodation service sector, guests assess their experience based on the quality of service staff and the amenities provided in their rooms A recent survey revealed that 37% of customers rated their hotel experience as good, while 46% gave it a moderate rating, and 17% rated it as medium.
Chart 8 The satisfaction of customer about tourism program in OTG Travel in 2020
An evaluation of tour activities reveals that guests assess the attractions and entertainment programs experienced during their journey According to a survey of 100 customers, 54% rated the tour programs as good, while 42% rated them as moderate, and only 4% gave a medium rating.
The strengths of OTG Travel
The company's leadership and staff are constantly striving to maintain the company's brand OTG Travel Company has already had much success in making a strong impression on the customers recently.
The majority of our team holds university degrees in tourism and business administration, contributing to a culture of responsibility and enthusiasm This dedicated approach has positioned our company as a leader in designing and implementing travel programs Our sales staff play a crucial role in conducting market research, developing innovative programs, and fostering strong relationships with our customers.
OTG Travel's key competitive advantage lies in its pricing strategy, catering primarily to budget-conscious corporate clients, including schools and businesses To enhance competitiveness, the company has implemented various cost reduction initiatives, allowing them to offer lower prices In some cases, OTG Travel sells tours at reduced profit margins to strengthen customer relationships and ensure continued loyalty.
The company prioritizes customer convenience when selecting destinations, ensuring a seamless travel experience Health and safety are paramount, allowing visitors to feel secure throughout their tour programs Additionally, a diverse range of meals is offered, enabling customers to savor local specialties during their journey.
The weakness of OTG Travel
In addition to the above successes, OTG Travel has some disadvantages in the quality of tourism programs.
The company's advertising budget remains constrained, leading to low advertising effectiveness Additionally, a labor shortage hampers the company's ability to meet market demands Consequently, the proportion of new customers discovering the company is minimal, resulting in a customer base primarily composed of long-term, loyal clients.
The tour guide department is facing a significant challenge due to a limited number of guides, many of whom lack sufficient experience This shortage negatively impacts the overall quality of the tour programs offered.
One key reason for customer dissatisfaction is the slow processing of information, particularly for those who reach out via email, as they often face long wait times for responses Additionally, language barriers among employees, especially in English communication, further hinder effective customer service The lack of varied response templates also contributes to delayed replies, resulting in increased complaints about the company's professionalism.
The company's service providers fail to meet necessary quality and quantity standards, particularly in Da Nang and Hoi An, where motels and hotels often experience room shortages during peak tourist seasons Additionally, the need for multiple vehicles from various transportation providers results in inconsistent service quality, ultimately leading to customer discomfort.
OTG Travel's tour programs lack variety, failing to cater to the diverse needs of various visitors As new customers discover similar travel options offered by other agencies, OTG Travel struggles to differentiate itself from competitors, resulting in a significant loss of potential visitors.
The company has the necessary facilities for developing travel programs, including computers and documentation; however, it fails to regularly maintain its equipment Additionally, there is insufficient space for customers to communicate with sales staff, leading to significant dissatisfaction with the company's services.
DIFFICULTIES AND SOLUTIONS
Difficulties
- The competitiveness of OTG Travel is still limited in the face of fierce competition from domestic travel companies.
The current infrastructure system for reaching destinations remains insufficient, despite rapid development in technical facilities, accommodation, and tourism services Overall, the scale and convenience of tourism products are limited, lacking professionalism and operational efficiency.
- There is no high specialization among employees in the company.
Vietnam's tourism industry faces challenges in professionalism and innovation, leading to a lack of diverse and creative tourism products The current offerings are often monotonous and overlap between regions, indicating a need for improved alignment and development in product promotion and marketing strategies.
Promotion and advertising in the tourism sector remain insufficiently professional and methodical, lacking effectiveness Current efforts focus primarily on general branding rather than generating unique resonance and appeal for individual tourism products and brands.
A number of solutions to improve the quality of travel program services
The tourism program plays a crucial role in the travel business, making it essential for leaders to prioritize solutions that enhance and maintain its quality This responsibility extends to all employees within the company, highlighting the collective effort required to ensure a successful travel program.
- To improve the quality, there must be synchronous solutions, solutions to overcome all factors affecting the quality of the program.
During my internship at One Team Global Travel and Trading Co., Ltd., I gained valuable insights into the importance of enhancing product quality, particularly in tourism program management My assessment revealed that the company offers a commendable travel program that meets tourist needs; however, there are challenges and areas for improvement in maintaining and elevating the quality of these programs With my limited knowledge, I aim to propose some reference solutions to assist the company in effectively managing and improving the quality of its travel offerings.
Improve the quality of technical facilities
Tourism programs in the implementation process depend a lot on technical facilities Therefore, the OTG Travel device needs to:
Investing in the upgrade of machinery and office equipment is crucial for reducing depreciation time and enhancing efficiency With rapid advancements in information technology and software, timely adoption of these innovations can significantly streamline business operations Additionally, improving the company's website will enable customers to access travel program information more easily and facilitate convenient ordering.
OTG Travel should enhance its investment in transportation to proactively manage shipping operations, ensuring high service quality while simultaneously lowering product costs This strategic approach will help establish a competitive advantage in the market.
To enhance product quality while minimizing expenses, businesses should invest in efficient and cost-effective office equipment By avoiding wastefulness and reducing office costs, companies can allocate more resources towards preventive measures, ultimately leading to improved performance and sustainability.
Strengthening the relationship with service providers
OTG Travel has established strong relationships with numerous service providers, yet this alone is insufficient due to the vastness of the tourism supply market To enhance its offerings, the company must expand into new tourism programs and explore additional tourist markets Consequently, OTG Travel should focus on cultivating new partnerships with service providers through strategic measures.
- Order more items with new service providers It means consuming more products and services of providers.
To enhance relationships with accommodation providers, OTG Travel should consider establishing a risk-sharing partnership through monthly or quarterly package purchases This approach involves committing to pay for a predetermined number of rooms, even during periods of low occupancy, thereby fostering stronger ties with suppliers and ensuring mutual support.
To maintain a positive reputation and enhance the image of service providers, it is essential to skillfully promote their offerings during travel programs This promotion should be executed using artistic techniques that effectively resonate with customers, ensuring their services are well-regarded and recognized.
Regular communication between OTG Travel's senior managers and leaders of travel service providers is essential This strategic relationship enhances the company's ability to refine and differentiate its offerings, ensuring a competitive edge in the travel agency market.
Improving the quality of company site staff
To enhance the quality of tourism programs, it is essential to focus on the human element, specifically the skills of designers and implementers This requires implementing targeted measures to improve their expertise and effectiveness.
To build a successful team in the tourism industry, it is essential to recruit qualified professionals who possess the necessary skills and qualifications The selection process should prioritize candidates with relevant tourism experience, good health, and proficiency in foreign languages Additionally, effective communication skills and an inspirational demeanor are crucial traits to look for Employees should also demonstrate patience, dedication, honesty, passion for their work, and enthusiasm to meet the demands of the job effectively.
To ensure high-quality tourism programs and enhance the skills of tour operators and guides, it is essential to implement ongoing training and retraining for employees in the rapidly evolving travel industry As advancements in technology and new market entrants emerge, staff must be equipped with the latest knowledge and skills to maintain product quality Training initiatives should be paired with promotional opportunities to foster motivation and engagement among employees.
- Opening refresher courses to improve professional qualifications for all officers and guides of the company, especially the tour guide team.
Organizing executive officers to attend tourism seminars and conferences enhances their understanding of the current domestic and international tourism markets These events provide valuable insights into effective business practices and management strategies, allowing participants to learn from successful organizations and improve their operational capabilities.
OTG Travel should focus on building a team of high-quality tour guides to enhance its tourism programs Currently, the limited number of guides forces operational staff to take on guiding roles, which reduces overall efficiency To improve service quality, it is essential for OTG Travel to establish strong relationships with new guides, particularly from Japan, Thailand, and Korea, thereby enriching the travel experience in these key markets.
Completing the organizational structure and management team
To enhance operational efficiency and product quality, the company must analyze individual job responsibilities to establish distinct functional departments This requires the development of a competent leadership team, the integration of modern management technologies, and the creation of a compact, flexible organization with a clear hierarchy.