ACKNOWLEDGEMENT i PART A: INTRODUCTION 1 1. Rationale 1 2. Aims and objectives 1 2.1. Aims 1 2.2. Objectives 1 2.3. Scope of the study 2 3. Method of the study 2 4. Structure of the study 2 CHAPTER 1: THEORETICAL BACKGROUND 3 PART B: DEVELOPMENT 5 CHAPTER 1: THEORETICAL BACKGROUND 5 1. Overview of marketing and travel marketing 5 1.1. Definition of marketing 5 1.2. Definition of travel marketing 5 2. Factors affecting marketing activities in tourism business 6 2.1. Macro environment 6 2.2. Internal environment 7 2.3. Internal environment inside the company 8 3. Tourism marketing policies 8 3.1. Product policy 9 3.2. Price policy 12 3.3. Distribution policy 13 3.4. Mixed promotion policy 14 CHAPTER 2 : CASE DESCRIPTION 17 1. General information of Hung Le Travel C.o. Ltd. 17 1.1. Process of formation and development of the company 17 1.2. Company’development goal 18 1.3. Organization structure of Hung Le Travel C.o. Ltd. 18 1.3.2. Organization chart 18 1.3.3. Business results of the company in 2018 – 2019 21 2. Factors acttrating tourist in the low season 24 2.1. Product policy 24 2.2. Price policy 27 2.3. Distribution policy 28 2.4. Mixed promotion policy 29 3. Real situation of marketing activities to attract tourists in the low season of Hung Le Travel C.o. Ltd. 31 CHAPTER 3: ANALYSIS AND EVALUATION 37 1. Objectives and operation direction of Hung Le Travel C.o Ltd. 37 1.1. Objectives 37 1.2. Direction 37 2. Some solutions to improve marketing activities to attract tourists in the low season Hung Le Travel C.o Ltd. 38 2.1. Completing product policies 38 2.2. Completing the price policy 45 2.3. Completing the distribution policy 48 2.4. Completing promotion advertising policies 49 3. Some recommendations for the company leadership 54 3.1. Strengthen training and improve working efficiency of employees 54 3.2. Improve partner policies 57 4. Proposals to the state and the tourism industry 58 PART C: CONCLUSION AND SUGGESTIONS 60 REFERENCES 63 SUPERVISOR’S COMMENTS 64 COMMENTATOR’S COMMENTS 65
Aims
- Appreciate the real situation with the service quality of Hung Le Travel C.o.
To enhance tourist attraction during the low season, Hung Le Travel Company can implement several effective strategies These include offering special discounts and packages, promoting local cultural events, and enhancing online marketing efforts to reach a broader audience Additionally, collaborating with local businesses to create unique experiences can provide added value for travelers By adopting these recommendations, Hung Le Travel can not only boost its seasonal tourism but also contribute to the overall growth and sustainability of the travel industry.
Objectives
- Systematizing some basic marketing theories to attract tourists.
- Surveying, analyzing and evaluating the current situation of marketing attraction of Hung Le Travel C.o Ltd in the recent years.
- Based on the theoretical basic and overall assessment of the company’s tourist attraction marketing, propose some solutions and recommendations to the relevant departments to attract tourists in the future.
Scope of the study
- Because there are many methods attract tourists, but I will focus on marketing to attract tourists in the low season.
- Marketing solutions to attract tourist in the low season of Hung Le Travel
- Researching marketing activities to attract tourists in the low season of
- The data have been collected from 2019 to 2020.
In order to finish the paper, I would like to combine the following methods. Directing observation of activities, tools and channels of communication of
Hung Le has been perform.
• Method of Collection: data have been collected from books, websites and researches.
• Method of Description: detailed description of company service about three aspects including quality, quantity and marketing.
• Method of Analysis: from data collected, we analyzed the real situation of
• Comparative analysis, comparison with other travel companies.
THEORETICAL BACKGROUND
Factors affecting marketing activities in tourism business
2.3 Internal environment inside the company
CASE DESCRIPTION
Organization structure of Hung Le Travel C.o Ltd
1.3.3 Business results of the company in 2018 – 2019
2 Solution attracting tourism in the low season
Mixed promotion policy
3 Evaluation of marketing activities to attract tourists in the low season ofHung Le travel C.o Ltd.
ANALYSIS AND EVALUATION
Direction
2 Some solution to improve marketing activities to attract tourist in the low season Hung Le Travel C.o Ltd.
Completing product policies
3 Some recommendations for the company leadership
3.1 Strengthen training and improve working efficiency of employees 3.2 Improve partner policies
4 Some recommendations for the company leadership
PART B: DEVELOPMENT CHAPTER 1: THEORETICAL BACKGROUND
1 Overview of marketing and travel marketing
Marketing transcends being merely a business function; it embodies a philosophy that directs the entire organization towards understanding and fulfilling customer needs As defined by Phillip Kotler, marketing involves engaging with the market to facilitate conversations aimed at satisfying those needs effectively.
Gam desires of human It can also be understood that marketing is a form of human activities (including organizations) in order to satisfy human needs and desires through reciprocate ”.
According to the American Marketing Association (AMA), marketing is defined as an organizational function and a process that involves establishing, creating, communicating, and delivering value It focuses on managing customer relationships in various ways to benefit both the organization and its members.
Tourism marketing, as defined by the World Tourism Organization (UNWTO), is a management philosophy that involves tourism organizations conducting research to understand and anticipate traveler preferences By aligning their offerings with the desires of the target market, these organizations effectively bring products to market, ultimately driving significant profits.
- Tourism marketing definition of Michael Coltman: Tourism marketing is a system of research and planning to create a tourism management philosophy complete with appropriate strategies and tactics to achieve purpose
Tourism marketing, as defined by JC Hollway, is a management function that coordinates and directs all business activities aimed at identifying consumer needs and leveraging their purchasing power To achieve the desired profit, tourism organizations must cater to specific consumer demands by effectively delivering relevant products or services to the end user This definition emphasizes three key aspects essential for successful tourism marketing.
Tourism marketing employs strategic methods and techniques designed to fulfill customers' unexpressed needs, whether for leisure, household tasks, business, or educational purposes.
- We can define tourism marketing as follows:
- Tourism marketing is conducting research, analyzing customer needs, travel products and services, and providing and supporting ways to bring customers products to satisfy their needs and achieve organizational goals.
- As a research and analysis process:
+ Organizational product supply and support methods.
- To bring customers to the product to:
+ Satisfying the needs of the guests
+ Achieving the goals of the organization (profit)
(Travel products are far from customers and fixed, so the suppliers of the calendar must find a way to bring customers to the product.)
2 Factors affecting marketing activities in tourism business
Marketing success is significantly influenced by various environmental factors, which can be categorized into three primary environments: the macro environment, the industry environment, and the internal environment of the company Understanding these environments is crucial for developing effective marketing strategies that resonate with customers.
The business environment presents both opportunities and emerging threats that significantly influence a company's development These external factors are beyond the company's control, necessitating continuous monitoring and adaptation Key elements to consider include market trends, competitive dynamics, regulatory changes, and economic conditions, all of which play a crucial role in shaping strategic decisions.
+ Population environment: size and rate of population growth, distribution of age and ethnic structure, education level, household model…
+ Economic environment: these are economic factors, the most important factors affecting consumers' purchasing power such as income, price, savings, consumption index, and inflation index, broadcast…
+ Technology environment: this is a place that can create profits as well as cause difficulties for production and business activities of the company Therefore,
Gam the company needs to monitor technology development trends, adapt and master new technologies to better serve and to improve business efficiency.
+ Political environment: including elements such as the legal system, law enforcement apparatus…
+ Cultural environment: Marketing needs to pay attention to the change of culture so that it can predict new marketing opportunities and threats.
+ Natural environment: including factors such as landscape, level of environmental pollution, weather conditions.
The tourism business is significantly shaped by the behaviors of suppliers, competitors, marketing intermediaries, the public, and customers, all of which are factors that are largely beyond a company's control.
- Competitors: Understanding the competitive situation and competitors is extremely important to be able to build up effective marketing solutions.
Suppliers play a crucial role in the tourism industry, and changes on their side can significantly impact tourism companies It is essential for these companies to gather vital information to anticipate challenges and explore options for maintaining efficiency, especially considering the variability in response times.
- Marketing intermediaries: These are service organizations, tour operators, hotels and transportation companies…These factors are very important in finding customers and selling products and services to the company.
Tourism companies operate within a landscape shaped by various public organizations, making it essential for them to consistently analyze and categorize their interactions To achieve success, these companies must cultivate strong public relations with each group in their direct public.
- Customers: Includes past customers, current customers and potential customers Marketers need to study their desires, perceptions, preferences and shopping behaviors.
2.3 Internal environment inside the company
The company's internal environmental factors greatly influence the company's marketing efforts Perhaps these factors are:
- Financial capacity: this is an important factor for business activities in general and tourist attraction activities in particular of a travel company because it is decided for the marketing bank.
- Physical facilities, technology: this element contributes an important part in creating service quality and improving the business efficiency of the company.
- Human resources: this is a very important factor that not only directly affects the quality of service, but also makes a hard-to-first difference for competitors.
- The next factor is the management and organization level of all parts of the corporation, which directly affects the service provision and the ability to satisfy the company's customers.
- The final factor is the level of marketing activity that determines the business performance of the company It ensures to meet guests' needs and desires.
To enhance tourist attraction during the low season, companies must implement effective marketing strategies alongside management improvements Marketing provides a comprehensive understanding of market dynamics and customer engagement, which is crucial for positioning the business favorably and boosting customer satisfaction Essential marketing policies include product, pricing, distribution, and promotional strategies, as well as the development of attractive package offerings Additionally, forming strategic partnerships with other businesses can further enhance these efforts By examining each marketing policy in detail, tour operators can significantly improve their effectiveness in attracting tourists.
From a marketing perspective, products encompass all elements that fulfill customer needs and desires, providing benefits and being available for sale in the market They consist of both physical and non-physical components, including goods and services that can satisfy individual needs or desires, attract attention, and encourage shopping and consumption.
Tourism products encompass both specific and non-specific offerings, merging various elements to deliver a comprehensive travel experience that meets guest satisfaction The product policy refers to the overarching guidelines that govern the development and introduction of these products into the market, aiming to fulfill market demands and customer preferences during different business periods for optimal effectiveness.
Enterprises must strategically manage their product structure innovation to effectively meet market demands at various life cycle stages A well-defined product policy is crucial to a business's success; if it fails to align tourism offerings with customer preferences and needs, even the most appealing marketing strategies will fall short.
Tourism products encompass a range of offerings, including travel programs, accommodation, and dining services, all designed to enhance the travel experience These products must be marketed and sold to customers prior to consumption, necessitating comprehensive information to inform potential buyers As a result, a cumulative experience is essential for understanding these offerings Additionally, tourism products are unique in that they cannot be stored or pre-produced, making the regulation of supply and demand particularly challenging.
Therefore, the company needs to develop a policy in accordance with the following:
Today businesses do not trade a single product but usually consist of many different products and services gathered into a mixture of products For businesses
Completing promotion - advertising policies
3 Some recommendations for the company leadership
Strengthen training and improve working efficiency of employees
4 Some recommendations for the company leadership
PART B: DEVELOPMENT CHAPTER 1: THEORETICAL BACKGROUND
1 Overview of marketing and travel marketing
Marketing transcends being merely a business function; it embodies a philosophy that steers the entire organization towards understanding and fulfilling customer needs As defined by Phillip Kotler, marketing involves engaging with the market to facilitate conversations aimed at satisfying those needs effectively.
Improve partner policies
4 Some recommendations for the company leadership
PART B: DEVELOPMENT CHAPTER 1: THEORETICAL BACKGROUND
1 Overview of marketing and travel marketing
Marketing transcends being merely a business function; it embodies a philosophy that drives the entire organization to understand and meet customer needs effectively As defined by Phillip Kotler, marketing involves engaging with the market to foster conversations aimed at fulfilling those needs.
Gam desires of human It can also be understood that marketing is a form of human activities (including organizations) in order to satisfy human needs and desires through reciprocate ”.
Marketing, as defined by the American Marketing Association (AMA), is an organizational function and a process that involves establishing, creating, communicating, and delivering value It focuses on managing customer relationships in various ways to benefit both the organization and its stakeholders.
Tourism marketing, as defined by the World Tourism Organization (UNWTO), is a strategic management approach that involves researching, forecasting, and aligning tourism products with the preferences of travelers By understanding and catering to the desires of the target market, tourism organizations can effectively promote their offerings and maximize profitability.
- Tourism marketing definition of Michael Coltman: Tourism marketing is a system of research and planning to create a tourism management philosophy complete with appropriate strategies and tactics to achieve purpose
JC Hollway defines tourism marketing as a management function that coordinates all business activities aimed at understanding consumer needs and leveraging their purchasing power This approach requires businesses to cater to the specific demands of their products or services and effectively deliver them to the end consumer Ultimately, the goal is to achieve the targeted profits of the tourism organization by addressing these key elements.
Tourism marketing employs strategic methods to address customers' unexpressed needs, whether for leisure, household tasks, business, or education By understanding and catering to these diverse motivations, tourism marketing aims to enhance customer satisfaction and engagement.
- We can define tourism marketing as follows:
- Tourism marketing is conducting research, analyzing customer needs, travel products and services, and providing and supporting ways to bring customers products to satisfy their needs and achieve organizational goals.
- As a research and analysis process:
+ Organizational product supply and support methods.
- To bring customers to the product to:
+ Satisfying the needs of the guests
+ Achieving the goals of the organization (profit)
(Travel products are far from customers and fixed, so the suppliers of the calendar must find a way to bring customers to the product.)
2 Factors affecting marketing activities in tourism business
The success or failure of marketing activities that attract customers is significantly influenced by environmental factors, which can be categorized into three main types: the macro environment, the industry environment (also known as the internal environment), and the company's internal environment.
The business environment presents both opportunities and emerging threats that significantly influence a company's growth and development As these factors are beyond the company's control, it is essential for the organization to continuously monitor and adapt to them Key elements to consider include market trends, economic conditions, competitive dynamics, and regulatory changes.
+ Population environment: size and rate of population growth, distribution of age and ethnic structure, education level, household model…
+ Economic environment: these are economic factors, the most important factors affecting consumers' purchasing power such as income, price, savings, consumption index, and inflation index, broadcast…
+ Technology environment: this is a place that can create profits as well as cause difficulties for production and business activities of the company Therefore,
Gam the company needs to monitor technology development trends, adapt and master new technologies to better serve and to improve business efficiency.
+ Political environment: including elements such as the legal system, law enforcement apparatus…
+ Cultural environment: Marketing needs to pay attention to the change of culture so that it can predict new marketing opportunities and threats.
+ Natural environment: including factors such as landscape, level of environmental pollution, weather conditions.
The tourism business is significantly impacted by various external factors, including the behaviors of suppliers, competitors, marketing intermediaries, the public, and customers These elements are largely beyond the company's control, making them crucial considerations for strategic planning in the industry.
- Competitors: Understanding the competitive situation and competitors is extremely important to be able to build up effective marketing solutions.
Supplier changes significantly impact tourism companies, making it essential for these businesses to gather critical information By doing so, they can anticipate challenges and explore options to adapt effectively, ensuring they remain responsive to variable response times in the industry.
- Marketing intermediaries: These are service organizations, tour operators, hotels and transportation companies…These factors are very important in finding customers and selling products and services to the company.
Tourism companies operate within a framework influenced by various public organizations To achieve success, it is essential for these companies to consistently analyze and categorize their interactions, while also fostering strong public relations with each group in their direct public.
- Customers: Includes past customers, current customers and potential customers Marketers need to study their desires, perceptions, preferences and shopping behaviors.
2.3 Internal environment inside the company
The company's internal environmental factors greatly influence the company's marketing efforts Perhaps these factors are:
- Financial capacity: this is an important factor for business activities in general and tourist attraction activities in particular of a travel company because it is decided for the marketing bank.
- Physical facilities, technology: this element contributes an important part in creating service quality and improving the business efficiency of the company.
- Human resources: this is a very important factor that not only directly affects the quality of service, but also makes a hard-to-first difference for competitors.
- The next factor is the management and organization level of all parts of the corporation, which directly affects the service provision and the ability to satisfy the company's customers.
- The final factor is the level of marketing activity that determines the business performance of the company It ensures to meet guests' needs and desires.
To enhance tourist attraction during the low season, companies must implement effective marketing strategies alongside management improvements Marketing provides businesses with a comprehensive understanding of market dynamics and customer engagement tactics Key marketing policies—including product, pricing, distribution, and promotional strategies—are essential for establishing a strong market presence and boosting customer satisfaction Additionally, developing package offerings and forming partnerships with other businesses can further enhance these efforts By examining specific marketing policies, tour operators can significantly improve their effectiveness in attracting tourists.
From a marketing perspective, products encompass all elements that fulfill customer needs and desires, providing benefits and being available for sale in the market They include both physical and non-physical items, representing all goods and services that can satisfy individual needs or wants, attract attention, and encourage shopping and consumption.
Tourism products encompass both specific and non-specific offerings, integrating various elements to deliver a comprehensive travel experience that ensures guest satisfaction The product policy outlines the fundamental guidelines for developing and introducing these products into the market, aiming to meet consumer needs and preferences during different business periods to achieve effective business outcomes.
Effective product policy is crucial for businesses to innovate and adapt their product structures to meet market demands at various life cycle stages If a company fails to align its tourism products with customer preferences, even the most enticing marketing strategies will not succeed.
Tourism products encompass travel programs, accommodation, and catering services, all designed for exploration and discovery These products must be marketed and sold to customers prior to consumption, necessitating comprehensive information about what they are purchasing As such, a cumulative experience is essential for travelers Additionally, tourism products cannot be stored or pre-produced, making the regulation of supply and demand particularly challenging.
Therefore, the company needs to develop a policy in accordance with the following:
Today businesses do not trade a single product but usually consist of many different products and services gathered into a mixture of products For businesses