NN GRADUATION THESIS AN INVESTIGATION INTO THE REAL SITUATION AND SOME MARKETING SOLUTIONS TO ATTRACTING DOMESTIC TOURISTS AT NON NUOC VIET TRAVEL

MINISTRY OF EDUCATION AND TRAINING DUY TAN UNIVERSITY FACULTY OF ENGLISH GRADUATION THESIS NGUYEN THI THAO AN INVESTIGATION INTO THE REAL SITUATION AND SOME MARKETING SOLUTIONS TO ATTRACTING DOMESTIC TOURISTS AT NON NUOC VIET TRAVEL GRADUATION THESIS IN SOCIAL SCIENCES AND HUMANITIES DA NANG - May , 2021 MINISTRY OF EDUCATION AND TRAINING DUY TAN UNIVERSITY FACULTY OF ENGLISH GRADUATION PAPER NGUYEN THI THAO AN INVESTIGATION INTO THE REAL SITUATION AND SOME MARKETING SOLUTIONS TO ATTRACTING DOMESTIC TOURISTS AT NON NUOC VIET TRAVEL MAJOR CODE : English for Tourism : 702 SUPERVISOR: NGUYEN THI BAO YEN, M.A DA NANG - May 2021 Graduation Paper Supervisor: Nguyen Thi Bao Yen ACKNOWLEDGEMENTS To complete the graduation, I have received a lot of enthusiatic guidance from many teachers at the Faculty of English and along with the support of the staff at Non Nuoc Viet Travel Especially, I would like to send my deep gratitude to Ms Nguyen Thi Bao Yen , my supervisor During the process of writing the paper, she guided me from the beginning to the end thoroughly I know she is very busy with teaching and preparing learnng materials for students, but she still spends time checking and correcting all the mistakes in my graduation paper Subsequently, I would like to thank many teachers at Duy Tan University in general and the Facultly of English in particular as my graduation would not comple without their assistance Finaly, I woud like to thank Mr Nguyen Huu Duy Vu, director of Non NuocViet Travel Company, who trained and gave me the opportunity to work during the internship, as well as giving me the documents wit2h which I can complete my graduation paper And due to the limitations of their own qualifications, implementation time as well as knowledge, the topic cannot avoid its shortcomings I look forward to the teachers' help and guidance to make my report more complete Sincerely, I wish all of you good health and success in your life Sincerely, Nguyen Thi Thao Student: Nguyen Thi Thao Code: 2320325395 Graduation Paper Supervisor: Nguyen Thi Bao Yen STATEMENT OF AUTHORSHIP Except whether reference is made in the text of the investigation, this investigation constrains no material published anywhere or extracted on the whole, or in part from a study by which I have qualified for or been awarded another degree or diploma No other person’s work has been used without due to acknowledgement in the investigation This study paper has not been submitted for the award of any degree or diploma in any other teriary institution Da Nang, May 5th, 2021 Nguyen Thi Thao Student: Nguyen Thi Thao Code: 2320325395 Graduation Paper Supervisor: Nguyen Thi Bao Yen ABSTRACT The graduation paper begins with an investigation into the tourism sector, mainly focusing on business activities and marketing solutions to attract domestic tourists at Non Nuoc Viet Travel agency Marketing activities not only find customers for businesses, but also promote the consumption of products services, ensuring the survival and development of businesses in today's fiercely competitive environment To order to fulfil the study, firstly, I am going to introduce the general reason why I chose this topic , then I will give some theories related to the topic Next, I analyze the current situation of marketing activities to attract domestic customers at Non Nuoc Viet Travel From there, I draw out the strengths, weaknesses, strengths and threats to the company's marketing activities Offering marketing solutions to attract domestic tourists is suggested at the end of the graduation paper During my internship at Non Nuoc Viet Travel agency, I realized the company's interest in promoting marketing activities to find customers So I will come up with some strategies to get tourists to come here and I hope my suggestions will helping the company attract more tourists and contribute to the growth of the industrial tourism industry in Da Nang city Student: Nguyen Thi Thao Code: 2320325395 Graduation Paper Supervisor: Nguyen Thi Bao Yen LIST OF TABLES Table 3.1: Business performance in 2018-2019-2020 Error: Reference source not found Table 3.2: Tour program for World cultural heritage Error: Reference source not found Table 3.3: Tour program for Culture and History Error: Reference source not found Table 3.4: Tour program for relaxation .Error: Reference source not found Table 3.5: Tour programs for students Error: Reference source not found Table 3.5: Price policies of Tour Program Error: Reference source not found Student: Nguyen Thi Thao Code: 2320325395 Graduation Paper Student: Nguyen Thi Thao Supervisor: Nguyen Thi Bao Yen Code: 2320325395 Graduation Paper Supervisor: Nguyen Thi Bao Yen LIST OF CHARTS Chart 3.1: Organizational structure of Non Nuoc Viet travel 24 Chart 3.2 : Distribution channel Error: Reference source not found Student: Nguyen Thi Thao Code: 2320325395 Graduation Paper 10 Supervisor: Nguyen Thi Bao Yen TABLE OF CONTENTS Student: Nguyen Thi Thao Code: 2320325395 Graduation Paper 40 Supervisor: Nguyen Thi Bao Yen Therefore, improving the quality of the program and the quality of each service itself is the most effective and long-term measure to promote business activities This is a way to create another special and limitation the copy, the clock is an important way to keep customers coming back to use the company's services many times later To improve and improve the quality of the program, the company should perform the following tasks: - The first, the Company needs to understand the requirements of customers when building programs, because the same program but each customer has a different opinion For example, the time of a travel program, some customers think that at one point is too long, others think that the time of stop is too short for them to enjoy the full view nice place Therefore, to understand the customer's requirements will help the company create a reasonable product for customers And especially, it is necessary to pay attention to the professional characteristics of customers to build a travel program because they affect the psychology of customer consumption - The seconds, the company's tourism program system needs to be more proactive and rationally change, for example, it is necessary to introduce spring travel programs, New Year festivals to customers right before Tet The reason is that before the Tet holidays of the administrative and public service agencies and companies, and likewise, the travel program combined with year-end shopping needs to be sent to customers before Resort and sea tourism programs in the summer should be informed to customers as soon as the festival tourism season ends at the end of March every year Thus, we see that there is a need for cross-cutting information connection and marketing to perfect product systems and customer care must go hand in hand Student: Nguyen Thi Thao Code: 2320325395 Graduation Paper 41 Supervisor: Nguyen Thi Bao Yen In addition, the company needs to invest more to have a more complete product policy to not only meet the needs of current customers but also an advantage to attract potential customers in the future To be able to perfect the product policy based on the research of the market demand of the customer The company's products include traditional travel products and new tourism products - The first, the company still needs to build its core products Those are tours to discover Vietnamese culture, ocean-oriented tours,… The company must position in the customer an image of a company with good service quality To this, the company must regularly research to build new products or tourist destinations Because tourists love to learn and discover new things In addition, in addition to tourist destinations, companies should coordinate with providers to provide accompanying services - The seconds, when the market demand is diversified and plentiful to meet the market's needs to satisfy the legitimate needs of customers, the design of new products is a requirement The company should explore new destinations, build new tourism products and bring more choices to tourists such as: Ly Son Island - Quang Ngai, Lung Po - Lao Cai, Si Ma Cai - Lao Cai, In addition to building a perfect new product and implementing well package travel programs for customers, the additional service products that the company is exploiting for customers also need to be considered and done well more Those are intermediary brokerage services, travel advice, visa activities, passports, car rental, air ticket sales when the customer needs, the company staff should always be enthusiastic guide and help guests to always feel attentive care when coming to Da Nang tourism When the company's products and services are more and more complete and improved in quality, it will surely satisfy customers more It is important Student: Nguyen Thi Thao Code: 2320325395 Graduation Paper 42 Supervisor: Nguyen Thi Bao Yen for a company to build and maintain its product system for the long term My recommendations are to further improve the product policy for the company, but that alone is not enough and to meet all the needs of customers, the company cannot fail to cooperate with supply facilities providing external services to overcome weaknesses that the company has not yet met 5.2.2 Price Policy Price policy is a tool that travel agencies in the same area of business compete fiercely, if any company offers a reasonable price and still ensures the program, the company will be successful Non Nuoc Viet Travel Company currently has a relatively reasonable price policy and has partly satisfied all types of customers coming to the company But the company should set its product and service prices more flexibly and flexibly, especially in the current period when price is still playing its very important role - a tool to compete According to experts in the travel business field, customers will continue to prefer cheap tours due to the saving psychology of customers This can be a great opportunity because compared to the competitors in the market, the price of Non Nuoc Viet Travel Company is quite relatively However, the company still needs to research and select sources of package services as well as single services to reduce the cost of tourism programs to increase profits When conducting this valuation, the company should note a few points: - For the first quarter (from January to March): In these months, it is the Tet holiday with our national New Year festivals and traditional festivals, so customers mainly focus on festivals The company needs to develop festival tours at attractive prices Especially, it is necessary to build discounts because customers who go to festivals often have a low ability to pay, in addition, Student: Nguyen Thi Thao Code: 2320325395 Graduation Paper 43 Supervisor: Nguyen Thi Bao Yen when going to the festival, customers not require the use of new services with too high quality - For the second quarter and the third quarter (from April to September): This is the peak period of annual tourism, it is the summer vacation time of schools, so it is also the time of learning for children Students travel to rest a lot, companies, administrative and career agencies often organize travel programs for them during this period Therefore, the prices at the destinations are always high and not stable The company will have difficulty controlling prices The company needs to develop a policy of stable prices at a high average level and keep the price of resort tours, sea tours in combination with meaningful souvenirs for customers This policy both ensures profitability and demonstrates the company's concern for its customers - For the fourth quarter ( From October to December): This is not the peak period of the tourist season, so to activate customers to use package travel programs, collect sources of visitors to company during this time, the company needs to conduct operations monitoring activities in conjunction with promotion for example, there are gifts attached to couples enjoying their 55 honeymoon with company honeymoon programs The price of the trans Vietnamese travel, china travel Especially on Tet holiday, the company needs to concept that objects are familiar customers of the company, offering programs to combine shopping with low prices and many priorities for customers In addition to the above issues, the company needs to link and book hotel reservations under the contract so that the hotel does not increase the price Because this is the second core issue that affects the price of the program 5.2.3 Distribution policy Distribution policy also contributes to the business efficiency of Non Nuoc Viet Travel through stimulating consumption of the company's products Student: Nguyen Thi Thao Code: 2320325395 Graduation Paper 44 Supervisor: Nguyen Thi Bao Yen The company should further promote its strengths in direct distribution in order to attract customers in the target market In general the company has used a fair distribution policy The company needs to take full advantage of the distribution policy to bring its products and services to customers - With the direct distribution policy, the company needs to further promote its strengths in direct distribution This is a distribution channel that is particularly effective for the target market of the company such as local officials, employees, and enterprises However, the company is also very passive in finding customers The company should send employees who are experienced and have good communication skills to go directly to offices, schools, businesses, to introduce and persuade them to use their company's products In addition, the company should increase sales over the phone or over the internet as this is where the full concentration of target customers is located - With the indirect distribution policy, the company should establish strong relationships with the travel agencies that the company is having relationships with in order to promote the alliance strategy in distribution The company should expand the partnership with the banking industry to simplify receiving money, sending money as well as exchanging currencies In addition, actively participate in conferences, seminars, travel fairs at home and abroad to provide information about their company to tourists 5.2.4 Promotion Mix Policy A brand cannot grow if it is not promoted Through the propaganda and promotion of the brand, consumers have the opportunity to know the brand, thereby accepting and loving the brand Therefore, promotion plays a very important role in brand development In order to promote the brand effectively, the company should pay attention to the following issues: Student: Nguyen Thi Thao Code: 2320325395 Graduation Paper 45 Supervisor: Nguyen Thi Bao Yen The first is the advertising strategy: • - This is an important activity of the process main book The company's advertising activities have achieved certain results that the song still needs to add: First of all, the company must design advertising messages in a unique, impressive and unique way The message has style, intonation and reasonable presentation to express the message that the company wants to send to customers We can see the message of the company Non Nuoc Viet Travel: "Non Nuoc Viet Travel - Improving the quality of your life" - The company needs to increase advertising banners at other points such as airports, supermarkets or on the street - For the form of folding advertising files, the company should design folding advertising to introduce customers to all business areas of the company to save advertising costs The company must design the most unique and attractive advertising announcement - The company should advertise on the radio, customers who use cars a lot will often listen to the radio - these people will be the target of the feature • customers for the company This form of advertising is also relatively cheap The second is advertising through the Internet: Branding online advertising is a form of advertising with a low cost but not effective at all - First of all, the company needs to develop a strategy on its own website Must regularly refresh their website, constantly update information on branding issues, travel business, typical tours and share travel experiences with customers.Moreover, the company should boldly invest in a professional Search Engine Optimization team to attract target customers who are interested in the company's products and services Student: Nguyen Thi Thao Code: 2320325395 Graduation Paper 46 Supervisor: Nguyen Thi Bao Yen - In addition, the company can buy advertisements from famous websites such as Google, Yahoo, Facebook, or some travel website topics such as: dulichvietnam.com.vn, thegiodulich.com.vn • The third is public relations: Public relations is not because of the price factor but to help the company build a beautiful image in the eyes of customers and a foothold in the marketplace - The company can use tools such as: relations with the press, creating events to attract public attention every year, such as sponsoring a certain program that has a large masses of participation such as events sports competition of the city, contributing to charity groups, participating in public activities, - The programs that the company offers must be selective and take into consideration the cost of sponsorship, the degree of influence it has on customers, how to strongly target the target market, make customers pay attention to the company And finally, for marketing activities: - Besides branding programs Depending on the actual financial situation, the • company should participate in a number of travel fairs programs to rub and learn from your businesses' experiences, while contributing to building their own name and brand - In addition, the company needs to have special meaningful gifts such as hats, T-shirts, with the company logo printed for customers when the tour ends This is an advertising gift that is both sympathetic to customers and an indirect way of advertising to bring the image and logo of the company to customers Student: Nguyen Thi Thao Code: 2320325395 Graduation Paper 47 Supervisor: Nguyen Thi Bao Yen CHAPTER CONCLUSIONS AND SUGGESTIONS 6.1 Conclusions Non Nuoc Viet Travel is a travel business company in Da Nang city Since its establishment up to now, the company has gone through many difficulties and challenges in business, and also achieved many successes In order to maintain and develop its position in the business market, a company needs to solve many difficult and pressing issues that require the efforts of the entire management and employees of the company Therefore, the company constantly improves the quality of the marketing department's operations as well as the efficiency of the company's operations, thereby achieving high business results After analyzing the company's current situation in attracting tourists, I propose some solutions to attract domestic tourists to the company I hope that the investigation and some solutions can help the company attract tourists and improve some of the company's errors for the company to grow more and more I sincerely thank you for your comments on making this work even better Once again, I would like to thank the teachers of the English department of Duy Tan University, Mr Vu - Director of Non Nuoc Viet Travel Company and the whole staff for enthusiastically helping you to complete my topic 6.2 6.2.1 Suggestions Suggestions to the state and the General Department of Tourism - Focus on building Vietnam's tourism image on the international market The State and the General Department of Tourism need to organize the Student: Nguyen Thi Thao Code: 2320325395 Graduation Paper 48 Supervisor: Nguyen Thi Bao Yen establishment of distribution channels for Vietnamese tourism products in key markets across the country - Improve the quality of tourism products by planning to create attractive tourist destinations and types of tourism Exploiting and restoring tourism resources, tourist sites - Propagate and promote tourism activities, encourage people to travel, create conditions for people to travel, raise awareness and responsibility of all levels, branches and people about the role of tourism development - Invest in infrastructure of transportation, communication in the country At the same time, it also constantly strengthens the consolidation of national defense and security, and the political regime is stable and stable - End the sudden increase in prices, squeezing tourists in peak seasons and festivals at some tourist destinations across the country - Having a reasonable remuneration policy to attract talented people to participate in the development of tourism in the country 6.2.2 Suggestions for the company - Need to invest in the procurement and upgrade of office equipment, some computers in the company are too old, affecting the employee's performance Therefore, the company should have a support policy for laptop employees because of its flexibility to work anywhere In addition, the company needed to upgrade the appearance of the office to be eye-catching and in-depth - There should be advertising promotion programs in the press, the media, - The company should have a more reasonable incentive regime for the salary to attract more talent from outside to work - Regarding state agencies, offices, embassies, related to legal papers, passports, visas, The company should maintain a closer relationship to the implementation of The company's additional services are more favorable Student: Nguyen Thi Thao Code: 2320325395 Graduation Thesis Supervisor: Nguyen Thi Bao Yen REFERENCES I Book [1] TS Nguyễn Văn Mạnh,TS Nguyễn Đình Hịa (2015) Giáo Trình Marketing Du Lịch NXB Đại Học Kinh Tế Quốc Dân [2] MBA Nguyễn Văn Dung (2009) Chiến Lược Và Chiến Thuật Quảng Bá Marketing Du Lịch NXB Giao Thông Vận Tải [3] The fourth edition of tourism, The Business of Travel [4] World encyclopedic dictionary in tourism published by World Academic Science in Tourism II Website [5] https://luanvanaz.com/khai-niem-du-lich.html [6] https://designwebtravel.com/marketing-du-lich-la-gi.html [7]https://promtour.com/su-khac-biet-du-lich-trong-nuoc-quoc-te-noidia.html [8] https://www.slideshare.net/thuytrong1/marketing-du-lich [9] https://vietnamhotels.net/travel-guide/da-nang.html Student: Nguyen Thi Thao Code: 2320325395 Graduation Thesis Supervisor: Nguyen Thi Bao Yen APPENDIX QUESTIONNAIRE With the desire to constantly improve the quality of Marketing and tour programs to better serve our customers, we should be deeply grateful when you answered questions on this page Your opinion will help us to have useful information to our research and give some measures to improve travel programs at Non Nuoc Viet Travel and provide you with good service than Thank you very much for your help! Please give us your individual information: Nationality : Sex : Age : Tour itinerary: Tour guide’s name: How many times have you been to the Central Viet Nam?  One time  More than one time How many times have you used the travel services at Non Nuoc Viet travel? One time More than one time You know Non Nuoc Viet travel thanks to Newspaper and magazine Relatives, friend Guidebook Traveling agencies Student: Nguyen Thi Thao Code: 2320325395 Graduation Thesis Supervisor: Nguyen Thi Bao Yen Internet Other:……………………… Please tick in the box Satisfaction level about tour guide Very Satisfie d Satisfi e d Norma Quite Dissatisfie d Dissatisfi ed Flexibility Foreign language Knowledge Serving attitude Please tick in the box Details Excellent Good Normal Expensive Medium Cheap Bad Accommodation Details Price Satisfaction level Very satisfied Satisfied Normal Quite dissatisfie d Dissatisfie d Catering Transportatio n Your comments for the tour program - Attractive sights: - Unattractive sights: - Sights that you want to add: - Do you expect to continue traveling with Non Nuoc Viet travel? Student: Nguyen Thi Thao Code: 2320325395 Graduation Thesis Yes - Supervisor: Nguyen Thi Bao Yen No Other comments… Student: Nguyen Thi Thao Code: 2320325395 Graduation Thesis Supervisor: Nguyen Thi Bao Yen SUPERVISOR’S COMMENT Student: Nguyen Thi Thao Code: 2320325395 Graduation Thesis Supervisor: Nguyen Thi Bao Yen Student: Nguyen Thi Thao Code: 2320325395 ... attracting tourists, I propose some solutions to attract domestic tourists to the company I hope that the investigation and some solutions can help the company attract tourists and improve some of the. .. research topic: ? ?Investigation into the real situation and solutions marketing- mix solutions to attract domestic tourists at Non Nuoc Viet Travel? ?? to help reduce the competitive pressurce of the above... impressive and unique way The message has style, intonation and reasonable presentation to express the message that the company wants to send to customers We can see the message of the company Non Nuoc