AN INVESTIGATION INTO THE MARKETING DEPARTMENT AND SOME SOLUTIONS TO IMPROVING MARKETING STRATEGY FOR TOURISM SERVICES OF THE SANNA JOINT STOCK COMPANY

MINISTRY OF EDUCATION AND TRAINING DUY TAN UNIVERSITY FACULTY OF ENGLISH GRADUATION THESIS HUYNH TRAN NHU LY AN INVESTIGATION INTO THE MARKETING DEPARTMENT AND SOME SOLUTIONS TO IMPROVING MARKETING STRATEGY FOR TOURISM SERVICES OF THE SANNA JOINT STOCK COMPANY GRADUATION THESIS IN SOCIAL SCIENCES AND HUMANITIES DA NANG – May 2021 MINISTRY OF EDUCATION AND TRAINING DUY TAN UNIVERSITY FACULTY OF ENGLISH GRADUATION THESIS HUYNH TRAN NHU LY AN INVESTIGATION INTO THE MARKETING DEPARTMENT AND SOME SOLUTIONS TO IMPROVING MARKETING STRATEGY FOR TOURISM SERVICES OF THE SANNA JOINT STOCK COMPANY Major : English for Tourism Code : 702 Supervisor: DOAN THI DIEU LAN, M.A DA NANG – May 2021 GRADUATION THESIS Supervisor: Doan Thi Dieu Lan, M.A ACKNOWLEDGEMENT  After the last internship period, I have learned how to successfully negotiate and interact with many people throughout the working day I am better equipped to handle whatever challenges come my way That is the reason why I would like to express my sincere gratitude to Duy Tan University and Faculty of English first for arranging and creating the condition for me to join in an early internship that begins from 20th of January to 17th of March 2021 Besides, I like to genuinely thank Mrs Doan Thi Dieu Lan - my supervisor for not only giving me comments on how to handle problems but also answering all my questions about my internship Secondly, I would like to send my thanks to Sanna Tour Joint Stock Company for giving me an opportunity to put my knowledge into practice, gaining practical experience and geting valuable experience while working in the tourism industry Especially, Ms Nguyen Thuy Ngoc Sang - Director of Sanna Tour Joint Stock Company guided me through my internship process with advice, tips, feedbacks and shared useful experience despite her busy work Thirdly, I could not have achieved great success without my colleagues support and help They are amazing co-workers, I have had a lots of fun along the internship time and I will never forget all the things they have done for me as well Last but not least, I truly thank to my friends and especially my family who caring and supporting me wholeheartedly The role they have played in my life is immeasurable I could not overcome many difficulties without their support I am grateful to all of you I wish all of you good health and success Yours sincerely, Student Huynh Tran Nhu Ly Student: Huynh Tran Nhu Ly Code: K23.702 GRADUATION THESIS Supervisor: Doan Thi Dieu Lan, M.A STATEMENT OF AUTHORSHIP I certify that except where reference is made in the text of the thesis, this thesis contains no material published elsewhere or extracted in the whole or in part from a thesis by which have qualified for or been awarded another degree or diploma No other person’s work has been used without due acknowledgement in the thesis This thesis has not been submitted for award of any degree or diploma in any other tertiary institution Student: Huynh Tran Nhu Ly Code: K23.702 GRADUATION THESIS Supervisor: Doan Thi Dieu Lan, M.A ABSTRACT This graduation paper focused on the real situation of Sanna Tour Company It is an analysis of the strengths and weaknesses of the Marketing Department and some policy marketing at the Company In my paper, I give some tables of the number of guests as well as the business of Sanna Tour Company to make more clear Through discussing these problems, I will provide some suggestions to improve the marketing strategy for tourism services at Sanna Tour Joint Stock Company Student: Huynh Tran Nhu Ly Code: K23.702 GRADUATION THESIS Supervisor: Doan Thi Dieu Lan, M.A TABLE AND FIGURES DIAGRAM Picture Picture 1:Logo of Joint Stock Company Sanna Tour .19 Picture 2: Field trip, learn the tourism market in Da Nang 20 Picture 3: Field trip, learn the tourism market in Da Nang 21 Table Table 3.1: Staff structure of employees at Sanna Tour Joint Stock Company 25 Table 3.2: Information on domestic and foreign package tour services 26 Table 3.3: Present facilities at the Company 32 Table 4.1 : Business results of the company in 2017 – 2019 33 Table 4.3: Business results of each service of Sanna Tour Joint Stock Company in 2017-2019 .35 Table 4.4 Tour price is for group guests with a quantity of 30 people or more .37 Table 4.5 :Compare tour prices between high season and low season 38 Table 6: Customer evaluation of the Marketing department at Sanna Tour Joint Stock Company .39 Table 4.7: Evaluation of service quality of Sanna Tour Joint Stock .40 Diagram Diagram 3.1: Diagram of Sanna Tour Joint Stock Company 22 Diagram 3.2: Diagram of marketing development above product 29 Diagram 3.3: Diagram of Marketing Department 31 Student: Huynh Tran Nhu Ly Code: K23.702 GRADUATION THESIS Supervisor: Doan Thi Dieu Lan, M.A TABLE OF CONTENTS ACKNOWLEDGEMENT .i STATEMENT OF AUTHORSHIP .ii ABSTRACT iii TABLE AND FIGURES DIAGRAM iv CHAPTER 1: INTRODUCTION 1 Rationale .1 Aims and Objectives Scope of the Study .2 Method of the study Organization of the Study CHAPTER 2: THEORETICAL BACKGROUND .4 2.1 Tourism 2.1.1 Definitions of Tourism 2.1.2 Classification of the Type of Tourism 2.1.2.1 Classified according to purpose of the Trip 2.1.2.2 Classified according to Geographical Features of the Destinations 2.2 Tourists .6 2.2.1 Definitions of Tourists 2.2.2 Types of Tourists 2.2.2.1 Domestic Tourists 2.2.2.2 International Tourists 2.3 Some concepts of Marketing and Marketing Tourism 2.3.1 Definition of Marketing 2.3.2 Definition of Marketing in Tourism 2.4 Factors affecting marketing activities in tourism business 2.4.1 Macro environment .8 2.4.2 Internal environment .9 2.4.3 The company's internal environment 10 Student: Huynh Tran Nhu Ly Code: K23.702 GRADUATION THESIS Supervisor: Doan Thi Dieu Lan, M.A 2.5 Tourism marketing policy .10 2.5.1 Product Policy 11 2.5.2 Price policy 14 2.5.3 Distribution policy .14 2.5.4 Mixed promotion policy .16 CHAPTER 3: CASE DESCRIPTION .19 3.1 General information about Sanna Tour Joint Stock Company 19 3.1.1 Overview of Sanna Tour Joint Stock Company 19 3.1.2 History formation of Sanna Tour Joint Stock Company 21 3.1.3 Organization chart of Sanna Tour Joint Stock Company 22 3.1.3.1 Organizational structure 22 3.1.3.2 Functions of each department 23 3.1.3.3 Personnel structure at the company 25 3.2 Service at the company 26 3.3 Marketing Department 28 3.3.1 Functions and duties of the department 28 3.3.2 Structure of Marketing Department 31 CHAPTER 4: ANALYSIS AND EVALUATIONS 33 4.1 Business results of the company in 2017 – 2019 33 4.2 Statistical results of the number of visitors at Sanna Tour Joint Stock Company 34 4.2.1 The tourism exploitation situation 34 4.2.2 Quality of products and services is marketed through the use of customer services 35 4.3 Analysis price policy of Sanna Tour Joint Stock Company .36 4.4 Analyze and evaluate the results of customer surveys who have used the service at Sanna Tour Joint Stock Company .38 4.5 Evaluate comments on marketing tourism services of Sanna Tour Joint Stock Company 41 Student: Huynh Tran Nhu Ly Code: K23.702 GRADUATION THESIS Supervisor: Doan Thi Dieu Lan, M.A 4.5.1 Strong points 41 4.5.2 Weakness 42 CHAPTER DIFFICULTIES AND SOLUTIONS 43 5.1 Difficulties 43 5.2 Some solutions to improve marketing strategy for travel services of sanna tour company .43 5.2.1 Completing Product policy: 43 5.2.2 Completing price policy .44 5.2.3 Completing distribution policy 44 5.2.4 Completing Mixed promotion policy 45 CHAPTER CONCLUSION AND SUGGESTIONS .46 6.1 Summary of the Findings 46 6.2 Summary of Suggestions .46 6.3 Suggestion for Intership Site and University .47 6.3.1 Suggestions for the Internship Site .47 6.3.2 Suggestions for Faculty of English .47 REFERENCES 48 QUESTIONAIRE 49 SUPERVISOR’S COMMENTS 52 Student: Huynh Tran Nhu Ly Code: K23.702 GRADUATION THESIS Supervisor: Doan Thi Dieu Lan, M.A CHAPTER 1: INTRODUCTION Rationale Along with the development of the country, the tourism industry has made many progresses and achieved many remarkable achievements The assessment results through the indicators of the number of tourists, the proportion of GDP and employment have confirmed the role of the tourism industry in the national economy The tourism industry has made important contributions to economic growth, poverty reduction, social security, preservation and promotion of cultural values, environmental protection and security and defense However, the tourism industry still has many shortcomings and shortcomings, many difficulties and obstacles have not been satisfactorily resolved, has not had a breakthrough development step to confirm that it is truly a key economic sector, the results are not similar is commensurate with the country's potentials and advantages, development but still contains many dangers and unsustainable factors For businesses operating in the tourism sector in Vietnam, the advantage of the beautiful natural landscape, the abundance of traditional cultural, historical and social values as well as the rapid development infrastructure and especially the supportive policies from the Government have helped them to have remarkable growth However, in the context of increasing competition in the tourism industry, businesses need to have reasonable business strategies to continue to make more successful steps In particular, tourism companies need to build their own effective marketing activities, bringing benefits both in the short term (sales, profits) as well as in the long term (image, brand) Sanna Joint Stock Company is one of the newly established but active companies in the tourism industry and generates outstanding revenue Therefore, it can be said that Sanna Company is one of the typical companies for the tourism sector in Vietnam - especially in the Central region Researching marketing activities at the company will have a deeper view of the nature of implementing activities in a Vietnamese travel agency so that lessons can be drawn for other businesses The internship at Sanna Tour Joint Stock Company has helped me master the theories learned, checked and contacted with the offices Student: Huynh Tran Nhu Ly Code: K23.702 37 GRADUATION THESIS Supervisor: Doan Thi Dieu Lan, M.A Table 4.5 :Compare tour prices between high season and low season Unit: thousand VND Tour Low Season High Season Absolute Rate (%) Vung Tau 1290 1525 235 18.2 Phan Thiet 2550 2875 325 12.7 Da Lat 2350 2930 580 24.6 Nha Trang 3250 3765 515 15.8 413 17.8 Average (Source: Sales department of Sanna Tour in 2021) Peak tour prices are around the holidays, this is the time when tourism demand increases, leading to an increase in the price of services, the most peak season Based on the table above, we can see that the price of the tour varies greatly between the two peak and low time periods of the year, depending on the tour prices have their own fluctuations , the average rate of tour price change is 17.8% This level of change is due to the price of accommodation and transportation services, the two main factors that make up the price of tours very quickly during peak times The low season usually falls on days without holidays, in order to stimulate customers and ensure a good competitive price with competitors, the low season price offered by the company is about 17.8% lower than the high season 4.4 Analyze and evaluate the results of customer surveys who have used the service at Sanna Tour Joint Stock Company The table below is evaluated by 100 customers who have used the service at Sanna Tour Joint Stock Company: Student: Huynh Tran Nhu Ly Code: K23.702 38 GRADUATION THESIS Supervisor: Doan Thi Dieu Lan, M.A Table 6: Customer evaluation of the Marketing department at Sanna Tour Joint Stock Company Satisfaction Very good Good Normal Bad Too bad 18 35 46 _ 20 35 45 _ _ 24 35 41 _ _ 29 18 50 _ 15 28 57 _ _ 25 45 27 _ 51 12 27 Staff communicate well during customer consultation Staff is enthusiastic and friendly Staff always answer customer questions The staff is always interested in the needs of the desired customer Management is always there to solve problems Modern equipment in the office of the Marketing department Satisfied with the information accessed by the Marketing team on the Internet and the company's Website According to the customer survey for the Marketing department at Sanna Tour Joint Stock Company, the marketing staff has not created attractiveness to attract customers Many employees are not professional in their work and have not met the requirements of customers Customers are still not satisfied with the service quality and communication level of marketing staff at Sanna Tourism Joint Stock Company But through websites and websites for advice, customers are quite satisfied with the useful information The above table shows that the service quality of the Marketing department is still lacking in skills Therefore, it is also a reason why it is difficult to keep customers who have used the service again Table 4.7: Evaluation of service quality of Sanna Tour Joint Stock Satisfaction Very Good Student: Huynh Tran Nhu Ly Code: K23.702 Normal Bad Too GRADUATION THESIS 39 Supervisor: Doan Thi Dieu Lan, M.A good Bad The tour program is diverse for each age group and each trip 21 69 _ during the trip Accommodation service with 30 54 16 _ _ modern and comfortable 24 56 18 _ televisions, seat belts) are clean, 19 31 45 attractive, and suitably equipped Reasonable places to visit Attachment service 18 35 46 _ • Massages and Spas 21 31 44 _ the journey Satisfied with the promotion 45 25 28 _ program for loyal customers Customers want to recommend the 50 25 24 _ company's services to friends 47 27 24 _ purpose Good food service and quality equipment Vehicles (air conditioners, • The coffee Friendly tour guide throughout According to the survey, most tourists rate the company's service quality as average after using the service at the company Despite modern means of transport and a team of professional guides, the quality of the menu and dishes of the restaurant is still lacking in variety Restaurant service is not really good According to guests' comments, they are quite satisfied with the location and the company's promotions, but they are still not satisfied with the quality of accommodation services Therefore, not only the quality of the tour program, but also the bad food and rest services also affect the service quality of the company Student: Huynh Tran Nhu Ly Code: K23.702 GRADUATION THESIS 40 Supervisor: Doan Thi Dieu Lan, M.A 4.5 Evaluate comments on marketing tourism services of Sanna Tour Joint Stock Company 4.5.1 Strong points Through the table of data the business performance of the company Sanna in the past years and through the company's marketing activities can be seen that the company's marketing strategy has many things to do, such as: The company has made appropriate investments in market research and has brought certain results, through market research the company is able to capture, discover and evoke the needs of tourists Also from this work the company has practical bases to make war business strategy as well as marketing policies in a specific and timely manner for each stage, from time to time The company is currently applying and fully exploiting the research method market research in place to save time as well as cost of operation marketing The company has a diversified and attractive product policy at a price point affordable with the preferences as well as affordability of many guests travel In general, the current prices of Sanna tourism programs is relatively cheap compared to tour operators in the city The company has implemented a number of promotional measures to introduce and advertise promote the image of the company and the products and services it will provide to customers target The company now makes good use of its relationships with long-standing partners at the same time, building new relationships to always be ready to master in terms of products 4.5.2 Weakness Besides the advantages, there still exist shortcomings and that requires all employees of the company to try to overcoming and to improve yourself further The strategic plans that the company makes are sometimes still general, not yet played out are all effective, have not reached each customer Student: Huynh Tran Nhu Ly Code: K23.702 GRADUATION THESIS 41 Supervisor: Doan Thi Dieu Lan, M.A Although the company's products are diversified, there is still nothing in parallel different from competitors' products and services Product lack of originality, merely providing the right service required by customers, there is no impression on the mind of the customer In terms of distribution, the company's sales work is still revealing a lot weaknesses, especially in terms of their effectiveness The promotion of the company's products and services is conducted but the image that the company built is not very unique, not attracting attention strong opinion of customers Promotion tools are less flexible, no rich, not in-depth, so the efficiency is not high Student: Huynh Tran Nhu Ly Code: K23.702 GRADUATION THESIS 42 Supervisor: Doan Thi Dieu Lan, M.A CHAPTER DIFFICULTIES AND SOLUTIONS 5.1 Difficulties The price of services and tours in Vietnam is still high compared to other countries in the region This is one of the reasons why tourists hesitate to come to Vietnam Sanna Tour faces increasingly fierce competition in the context that Vietnam still has many difficulties and limitations such as: The infrastructure system is not yet developed (behind other ASEAN countries), the road system, aviation, wharf, still backward and low Quality Information and telecommunications systems have not been developed synchronously, quality is still limited, service prices are much higher than other countries in the region The system of hotels, motels, and service facilities that need rest, dining, entertainment and entertainment is lacking and of limited quality The quality of tourism products is not high, products are not diversified and not rich The legal regulations on tourism management are incomplete and not approach tourism business - Most of Vietnam's tourism businesses are small in scale, with limited service quality, low management capacity, and weak international competitiveness Many businesses have not yet created a reputation, doing business in the nature of taking photos, cutting and slashing customers In many places, activities take place spontaneously, dividing, and even causing trouble for customers influence tourism in Vietnam 5.2 Some solutions to improve marketing strategy for travel services of sanna tour company 5.2.1 Completing Product policy: Through the research process, the company's products are not much different from other companies in the industry In the coming time, along with the expansion of the tourist market, the company should also diversify its products by opening new routes Be well prepared right from the start About the company's current travel programs are still simple, this is the general limitation of Vietnam tourism products The construction of the company's travel programs is still less important, just connecting tourist destinations, redefining related services and setting prices The programs are mostly unscientific, unattractive and almost lacking in additional services included in a tour program Student: Huynh Tran Nhu Ly Code: K23.702 GRADUATION THESIS 43 Supervisor: Doan Thi Dieu Lan, M.A Diversifying products is a necessity because the number of tourists tends to increase, tourism demand is getting richer and more diverse In the coming time, the company needs to focus on building new tourism programs These products should be aimed at the target markets of the company already implemented, for example, in addition to the existing programs, the company should exploit more thematic tourism such as hunting tourism, sports tourism 5.2.2 Completing price policy Reasonable price policy is built on the basis of studying influencing factors such as service quality, uniqueness of the tour, tourism resources The current pricing mechanism of the company is enough to cover costs and be profitable on the general market price level in competitive conditions Currently, the price of the company's travel programs is relatively reasonable and lower than the prices of some competitors Besides, the company should use measures to save costs Currently, the company's price incentives are discounts for regular customers, discounts for large groups beyond a certain limit, discounts for out-of-season trips, and discounts for long stay guests The company should have measures to discriminate prices according to each type of customer In general, the company should have a flexible pricing policy, offering a discriminative price to competitors but still have to ensure service quality and should distinguish the price policy for each type of customer 5.2.3 Completing distribution policy To contribute to increase business efficiency and reduce risks, the company should expand more distribution agents, link travel agents Currently, in the Da Nang tourism market, there are quite a few small and medium tourism businesses The number of visitors of these companies is usually very small, so organizing a private tour for them is quite difficult The company should establish good relationships with these businesses to attract customers through organizing joint tours from the sources of these businesses Sanna Joint Stock Company needs to Student: Huynh Tran Nhu Ly Code: K23.702 GRADUATION THESIS 44 Supervisor: Doan Thi Dieu Lan, M.A open more representative offices to respond to information and services for customers 5.2.4 Completing Mixed promotion policy - Advertising The company should develop an Internet Advertising Strategy In addition, the company should cooperate with domestic and foreign companies to coordinate advertising with travel agencies as well as with relevant agencies to help the company implement advertising activities in its strategy themselves - especially for airlines and restaurants and hotels - Promotion Normally, the peak tourist season starts from May, so the company needs to release information on promotions as soon as the festival purchase ends (around the end of March) The offer of promotions before months when the peak season, tourism starts, it will stimulate consumer consumption, giving customers time to choose and prepare more carefully for their trip - Public relations: In the coming time the company must move forward conduct more public relations activities to attract customers but should only be done within the scope of its own resources only by the scale of its operations the company is not that big The company should participate in the travel fair international calendar to introduce and promote yourself to international markets Besides, the company should also participate in sponsoring some special meaningful programs such as: the city sports competitions, charity music nights, donations to groups charity, programs aimed at protecting the environment CHAPTER CONCLUSION AND SUGGESTIONS 6.1 Summary of the Findings Through my internship at Sanna Joint Stock Company, I have learned a lot of useful things and experiences I have applied my experience and knowledge to my graduation article: “An Investigation into the Marketing Department and Some Student: Huynh Tran Nhu Ly Code: K23.702 GRADUATION THESIS 45 Supervisor: Doan Thi Dieu Lan, M.A Solutions to Improving Marketing Strategy for Tourism Services of the Sanna Joint Stock Company” The study consists of six chapter Chapter including the Rationale, Aims and Objectives, Scope of the study, Method of the study and organization of the study in this case Chapter focusing on some basic definitions related to tourism, tourists and marketing tourism Chapter introducing general information about Sanna Tour Joint Stock Company Chapter focusing on analyzing Marketing activities for tourism services and evaluating and commenting on Marketing activities of Sanna Tour Joint Stock Company Chapter proposing some solutions to improve Marketing strategy Chapter conclusing and suggesting improvements for study subjects (intern companies), study tourism majors of the Faculty of English and Duy Tan University 6.2 Summary of Suggestions From learning about Marketing activities of Sanna Joint Stock Company, we have drawn out many suggestions on improving Marketing strategy for tourism business in general and Sanna company in particular We need to come up with product and price strategies to suit the needs and psychology of customers Besides, it is necessary to develop and expand more distributors to bring brands and images closer to customers In addition, it is necessary to invest in advertising programs, promotions and community programs to connect and build images From the above proposals, the company will develop and become closer to tourists 6.3 Suggestion for Intership Site and University 6.3.1 Suggestions for the Internship Site The company needs to strengthen the creation and improvement of employees' work efficiency Regularly have sessions to exchange information, experience, give problems for employees to give suggestions and best solutions to solve The Student: Huynh Tran Nhu Ly Code: K23.702 GRADUATION THESIS 46 Supervisor: Doan Thi Dieu Lan, M.A company needs to have a more reasonable salary incentive regime to attract more talent from outside to work, capable employees in the company feel secure to work, the employees are not really working effective, try to strive to improve the skills and qualifications All employees make up the system a great dedication to work for their own goals and those of the company In addition, the working environment is also very focused by the company's leaders to create a good working environment, fair competition for employees, and regularly pay attention to the work and life of the employees encouragement and timely help 6.3.2 Suggestions for Faculty of English Every month, the departments should organize seminars and seminars for lecturers in the department exchange experiences and expertise with each other Strengthen activities of dialogue, question and answer between lecturers and students in teaching to stimulate students' thinking of research, research and selfstudy It is necessary to invest in designing the curriculum and teaching volume accordingly and modernly the tendency to attach importance to skills and social needs and practices REFERENCES English Books: [1] John R.Walker, Josielyn T Walker, Tourism: Concepts and Practices (p7) [10] Coltman, Michael M, Tourism Marketing [11] J.Christophe Hollway, Marketing For Tourism Student: Huynh Tran Nhu Ly Code: K23.702 GRADUATION THESIS 47 Supervisor: Doan Thi Dieu Lan, M.A Online references: [2] https://fdocuments.in/document/tourism-in-1976-the-tourism-society-ofenglands-definition-was-tourism-is-the.html [3] https://vanbanphapluat.co/law-no-44-2005-qh11-of-june-14-2005-ontourism [4] https://stats.oecd.org/glossary/detail.asp?ID=2725 [5] https://3gwifi.net/khach-du-lich-la-gi/ [6] http://vbpl.vn/ [7] https://www.businessmanagementideas.com/marketing/marketingdefinition/20516 [8] https://customerthink.com/definition_marketing/ [9] https://tourismnotes.com/tourism-marketing/ [12] https://opentextbc.ca/introtourism/chapter/chapter-8-services-marketing/ Student: Huynh Tran Nhu Ly Code: K23.702 48 GRADUATION THESIS Supervisor: Doan Thi Dieu Lan, M.A QUESTIONAIRE Dear Valued Guest, Thank you for choosing to stay with us Please spend a few minutes to complete this page Your opinion will help us with useful information to our research and to draw measure in upgrading Sanna Joint Sotck Company and providing you with better service Thank you for your support and we look forward to welcoming you back soon Please give us your individual information: Name of client : Age group : Phone number : Service : (15-22)  (22-50)  (>50)  How many times have you come to Sanna Tour ? What channels you know about Sanna Tour company? ? (can choose more than one option)  Newspapers and magazines  Travel agency  Internet  Relatives and friends  Others What is the total expenditure for domestic travel trip?  Under million VND/person  From 3-6 million VND/person  From 6-9 million VND/person  Over million VND/person Student: Huynh Tran Nhu Ly Code: K23.702 49 GRADUATION THESIS Supervisor: Doan Thi Dieu Lan, M.A what are you extent satisfied with criteria of Company? Very satisfied Satisfied Normal Not satisfied Dissatisfied Customer Satisfaction Information Tour Program Quality Quality and safe means of transporting passengers Hygienic food service, rich menu Hotel facilities The content of the program is diverse and attractive Professional service skills of the tour guide Price Tour price of the company when compared to the price of other companies' tours tour The price is suitable for the quality of the tour Marketing Strategies Discount tour price Gifts (things) Voucher Student: Huynh Tran Nhu Ly Code: K23.702 50 GRADUATION THESIS Supervisor: Doan Thi Dieu Lan, M.A Would you please tell me your opinion when coming to Sanna Tour? Very satisfied Satisfied Normal Not satisfied Identify Dissatisfied Opinion Staff communicate well during customer consultation Staff is enthusiastic and friendly Staff always answer customer questions The staff is always interested in the needs of the desired customer Management is always there to solve problems Modern equipment in the office of the Marketing department Satisfied with the information accessed by the Marketing team on the Internet and the company's Website What you like most about the company's tour program? 7.What are you dissatisfied with when using the company's services? What you want SANNA TOUR to bring in your next trip ? Do you think you will continue to choose service at SANNA TOUR? THANK YOU VERY MUCH SUPERVISOR’S COMMENTS Student: Huynh Tran Nhu Ly Code: K23.702 GRADUATION THESIS 51 Supervisor: Doan Thi Dieu Lan, M.A Student: Huynh Tran Nhu Ly Code: K23.702 ... General information about Sanna Tour Joint Stock Company 19 3.1.1 Overview of Sanna Tour Joint Stock Company 19 3.1.2 History formation of Sanna Tour Joint Stock Company 21 3.1.3 Organization... many limitations so I decided to choose the topic ? ?An Investigation into the Marketing Department and Some Solutions to Improving Marketing Strategy for Tourism Services of the Sanna Joint Stock. .. 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