NN GRADUATION THESIS AN INVESTIGATION INTO THE REAL SITUATION AND SOME SOLUTIONS FOR DEVELOPING THE ADDITIONAL SERVICES TO ATTRACT MORE DOMESTIC CUSTOMERS AT NON NUOC VIET TRAVEL co , LTD

THAI THI TRANG – GRADUA TION PAPER IN ENGLISH LINGUIS TICS 2021 MINISTRY OF EDUCATION AND TRAINING DUY TAN UNIVERSITY FACULTY OF ENGLISH GRADUATION THESIS THAI THI TRANG AN INVESTIGATION INTO THE REAL SITUATION AND SOME SOLUTIONS FOR DEVELOPING THE ADDITIONAL SERVICES TO ATTRACT MORE DOMESTIC CUSTOMERS AT NON NUOC VIET TRAVEL Co., LTD GRADUATION THESIS IN SOCIAL SCIENCES AND HUMANITIES DA NANG - December 2021 MINISTRY OF EDUCATION AND TRAINING DUY TAN UNIVERSITY FACULTY OF ENGLISH GRADUATION THESIS THAI THI TRANG AN INVESTIGATION INTO THE REAL SITUATION AND SOME SOLUTIONS FOR DEVELOPING THE ADDITIONAL SERVICES TO ATTRACT MORE DOMESTIC CUSTOMERS AT NON NUOC VIET TRAVEL Co., LTD Major : English for Tourism Code : 702 SUPERVISOR : LE THI KIM UYEN, M.A DA NANG - December 2021 Graduation Thesis Supervisor: Le Thi Kim Uyen, M.A ACKNOWLEDGEMENTS This graduation thesis could not be finished without the invaluable help, advice, and encouragement of many people that have contributed to my success First and foremost, I would like to spend the honest thanks to all my teachers at Duy Tan University Without them, I cannot be who I am and where I am now Four years is not too short but not too long for me to learn and gain What I have gained is a baggage for me to confidently step in a real life Such valuable knowledge is as important as a base for my future work I was very lucky to have those teachers who have dedicated teaching with all their passionate hearts They not only taught and mentored but also created the best conditions for us during our four-year study Especially, I would like to express my deepest gratitude to Ms Lê Thị Kim Uyên – my supervisor who whole heartedly guided and helped me complete this graduation thesis as well as giving me useful advice throughout the process of researching and implementing this topic Secondly, I also would like to thank all the staff at Non-Nuoc Viet Travel Company, who have accompanied, guided and helped me in the process of finding materials and allowing me to use the equipment to complete my thesis Last but not least, I thank my friends and my family who supported me and helped me a lot in finalizing this thesis within the limited time frame I could not overcome many difficulties without their support I wish all of you good health and great success Thanks, and best regards Da Nang, December 2021 Thai Thi Trang Student: Thai Thi Trang Code: 23203210156 Graduation Thesis Supervisor: Le Thi Kim Uyen, 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: Thai Thi Trang Code: 23203210156 Graduation Thesis Supervisor: Le Thi Kim Uyen, M.A ABSTRACT This graduation thesis examines an investigation the Additional Services at Non-Nuoc Viet Travel Company The Additional Services are essential factors affecting the business activities of travel companies To find out the results, the writer will collect all major tourism-related information from published literature and the Internet, especially information from NonNuoc Viet Travel Company Based on this information, the writer will give some main features of quality of Additional Services at Non-Nuoc Viet Travel Company Since then, some solutions have been suggested to attract more domestic customers at Non Nuoc Viet Travel Co.,Ltd Student: Thai Thi Trang Code: 23203210156 Graduation Thesis Supervisor: Le Thi Kim Uyen, M.A LIST OF TABLES AND FIGURES Figure 1: Chart of organizational structure of Non-Nuoc Viet Travel Company 19 Figure 2: The evaluation criteria for the quality of Additional Services of Non-Nuoc Viet Travel Company 37 Figure 3: Tourists' feedback about the quality of Aditional Services at NonNuoc Viet Travel Company 38 Table 1: Total visitors of Non Nuoc Viet Travel Co.,Ltd in the recent year 2017-2019 24 Table 2: Business results of the company in the recent years 2017-2019 .25 Table 3: The result of the business result of Additional Services in 2018-2019 period (Unit: Million VND) 30 Table 4: Table of demographic factors of tourists at Non-Nuoc Viet 32 Table 5: Table of tourist satisfaction statistics about the quality of Additional Services at Non-Nuoc Viet Travel Company 34 Table 6: General evaluation of additional services at Non Nuoc Viet Travel Co.,Ltd 39 Student: Thai Thi Trang Code: 23203210156 Graduation Thesis Supervisor: Le Thi Kim Uyen, M.A TABLE OF CONTENTS ACKNOWLEDGEMENTS STATEMENT OF AUTHORSHIP ABSTRACT LIST OF TABLES AND FIGURES .5 CHAPTER INTRODUCTION 1 Rationale Aims and objectives Scopes of the study Methods of the study .2 Organization of the study .3 CHAPTER THEORETICAL BACKGROUND .5 2.1 Travel and tourism .5 2.1.1 Tourism definitions 2.1.2 Tourism classification .6 2.2 Tourism Services 2.2.1 Definitions of services 2.2.2 Definitions of Additional Services 2.2.3 Characteristics of Additional Services 2.2.3.1 Intangibles of services 2.2.3.2 Additional Services Student: Thai Thi Trang Code: 23203210156 Graduation Thesis 2.2.3.3 Supervisor: Le Thi Kim Uyen, M.A Heterogeneity of Additional Services 2.2.3.4 Additional Services 10 2.2.4 Additional Services' role 10 2.3 Some types of Additional Services of travel agencies .11 2.4 Additional Services’ quality 12 2.4.1 Definition of Additional Services’ quality 12 2.4.2 Criteria for assessing the quality of Additional Services 12 2.4.3 Methods for assessing the quality of Additional Services 13 2.4.4 Factors influencing the quality of Additional Services 13 2.4.4.1 Internal factors 14 2.4.4.2 External factors 16 CHAPTER CASE DESCRIPTION .18 3.1 General Information about Non Nuoc Viet Travel 18 3.1.1 Introduction 18 3.1.2 Organizational structure of Non Nuoc Viet Travel 19 3.1.3 Duties of each department 20 3.2 Business results of the company in recent years 2017-2019 22 3.2.1 Development plan of the company in recent years 2017-2019 22 3.2.2 Total visitors of Non Nuoc Viet Travel Co.,Ltd in the recent year 2017-2019 .24 3.2.3 Business results of the company in the recent years 2017-2019 25 3.3 Situation of tourism activities at Non Nuoc Viet Travel Co.,Ltd 26 3.3.1 Situation of the company's technical facilities .26 3.3.2 Situation of tourism product business 26 Student: Thai Thi Trang Code: 23203210156 Graduation Thesis Supervisor: Le Thi Kim Uyen, M.A 3.4 General introduction of Additional Services At Non Nuoc Viet Travel 28 3.5 Analysis of the business result of Additional Services in 2018-2019 31 CHAPTER ANALYSIS AND EVALUATION .32 4.1 The Analysis the customers’ feedback to the quality of Additional Services 32 4.2 The strengths and reasons 40 4.2.1 The strengths 40 4.2.2 Reasons 41 4.3 The weaknesses and reasons .41 4.3.1 The weaknesses 41 4.3.2 Reasons 42 CHAPTER DIFFICULTIES AND SOLUTIONS 43 5.1 Difficulties 43 5.2 Solutions 44 CHAPTER CONCLUSION AND SUGGESTIONS 45 6.1 Conclusion 45 6.2 Suggestions 46 6.2.1 Completing human resource management .46 6.2.2 Improving quality management .47 6.2.3 Designing some new Additional Services 48 6.2.4 Improving coordination between departments in the company .50 Student: Thai Thi Trang Code: 23203210156 Graduation Thesis Supervisor: Le Thi Kim Uyen, M.A 6.2.5 Increasing the cooperation with domestic and foreign partners 51 REFERENCES Student: Thai Thi Trang Code: 23203210156 Graduation Thesis 44 Supervisor: Le Thi Kim Uyen, M.A CHAPTER DIFFICULTIES AND SOLUTIONS 5.1 Difficulties Before the Covid -19 pandemic, as we all know, the tourism industry in the city, as well as the whole country was on the rise Accordingly, a large number of tourists flock to our country, increasing hotel revenue However, besides those advantages, the company also encountered difficulties During the peak season, more and more tourists are coming to the city, making this business a lucrative market for the travel company, leading to an increasing number of company, especially high-rise hotels along the coast That leaves the company in stiff competition from many different companies in the city Next, the number of tourists coming to Non Nuoc Viet Travel is increasing, which leads to the phenomenon of overcrowding The staff has to work overtime regularly, with a large number of customers, leading to the quality of customer service of the company often having problems For example, the quality of employees did not meet the quantity and quality of customer' needs This is very easy to cause bad views from customers to the company Another equally important issue is the human resource of the company Sometimes the human resources are not enough to serve tourists The Covid-19 pandemic has been devastating consequences for the world The influence of Covid - 19 has caused heavy losses to the world tourism industry in general and Vietnam in particular The huge damage suffered by the tourism industry also makes other industries suffer including Non Nuoc Viet Travel company The absence of tourists makes the company face immense challenges The biggest problem that the company is facing is Student: Thai Thi Trang Code: 23203210156 Graduation Thesis 45 Supervisor: Le Thi Kim Uyen, M.A the financial side The absence of tourists makes the financial resources of the company get lots of difficulties That leaves company with financial problems with staff salaries, site payments, maintenance of facilities, or other sources of expenses Although the national tourism industry later introduced measures to re-stimulate tourism, the number of tourists, since most of them are domestic tourists, still cannot afford to financially manage 5.2 Solutions First of all, the company needs to focus on promotions in the low season The company should attract customers to maintain operations during this period In addition, the company should also train employees to become more professional Official employees of the company should participate in courses to help improve skills and knowledge to be able to serve customers better Management and employees of the company should communicate more with customers to be able to offer solutions to solve customer problems That can make customers more impressive and can attract more customers The company should focus on marketing to attract more domestic market to the hotel Currently, due to the impact of the Covid-19 acute respiratory infection, tourism in many countries is in crisis Therefore, it is very difficult to restore the international tourist market The company needs to promote the potential market, which is the domestic market, to overcome the crisis period caused by the epidemic Student: Thai Thi Trang Code: 23203210156 Graduation Thesis 46 Supervisor: Le Thi Kim Uyen, M.A CHAPTER CONCLUSION AND SUGGESTIONS 6.1 Conclusion Today, with the development of the social economy, people's living standards are increasing day by day Therefore, providing Additional Services is an important part of tourism The preferences and needs of tourists increase faster than the provision of services in the reception facilities The organization of providing Additional Services will more fully meet the needs of tourists, increase revenue for the company, make more use of available facilities and reduce costs Moreover, the cost of the organization providing Additional Services is insignificant compared to the profit earned For tour operators, Additional Services are likened to a catalyst that stimulates the action of tourists choosing their company's tour If any travel business exploits the strengths of the richness, uniqueness, and difference of Additional Services when marketing tourist sources, it will have higher business efficiency The current trend is changing the labor structure from the agricultural sector to the service sector This also means that Additional Services create more jobs, while also indirectly driving that changing In addition, the diversity in the business of Additional Services is an important basis as well as an important criterion for ranking accommodation facilities Currently, many tourist businesses attract visitors mainly based on the strengths of these additional services to attract business guests, business people, Thanks to great support from Non Nuoc Viet Travel, Faculty of English at Duy Tan University, and my mentor- Lê Thị Kim Uyên I literally experienced hands-on work and accumulated a pool of knowledge during my internship Student: Thai Thi Trang Code: 23203210156 Graduation Thesis 47 Supervisor: Le Thi Kim Uyen, M.A time here I am completely content to finalize my graduation thesis with a successful outcome because I was offered a golden opportunity to attend onjob training and communicate with customers as well as to take advantage of my knowledge in the real working environment As a result, I have finished my graduation paper and given some solutions to develop the additional services to attract more domestic customers at Non Nuoc Viet Travel Co., Ltd 6.2 Suggestions 6.2.1 Completing human resource management Human resource planning is the work to outline the overall plan and personnel needs for the company in the future This helps Non Nuoc Viet always have enough human resources to meet all service needs in general and Additional Services in particular of the company Currently, the recruitment of personnel at the Non Nuoc Viet Travel is done on the basis of close coordination However, it is a fact that the staff of the company have a low level of culture and foreign language skills, only the average level is a college level and a foreign language at level B This is a limitation that the company needs to overcome Therefore, in the coming time, the company needs to pay attention to staff recruitment standards The recruited staff must ensure the requirements of foreign languages, professional expertise, health, appearance in order to improve the input quality of the staff, contributing to improving the quality of Addtional Services at the company  Human resource training and development: The company can train human resources by organizing short training courses that combine theoretical learning with practical work, assigning qualified employees Student: Thai Thi Trang Code: 23203210156 Graduation Thesis 48 Supervisor: Le Thi Kim Uyen, M.A expertise and experience to mentor and guide new employees In addition, the company needs to organize skills contests, behavioral contests, discussion sessions to learn about customs, habits , customer psychology From there, it not only helps employees cultivate knowledge for the operational process but also helps managers discover new undiscovered talents to train and arrange personnel appropriately  Inspection and supervision: The supervision of employees contributes to raise their consciousness, help to improve productivity and efficiency However, the inspection and supervision should not be too rigid which will create anti-work mentality of the employees Therefore, the supervisor must ensure efficiency and encourage employees to work in the best way 6.2.2 Improving quality management We already know that service quality management plays a very important role, which is related to the entire service delivery process and will ensure better customer service When staff have a more sense of work, the quality of the company's service becomes more professional Currently, the Additional Service quality management at the Non Nuoc Viet has not really promoted its role because it has not been organized into a system under the control of senior leaders Besides, the company should also apply a modern customer-oriented management model According to the modern management model, customers really have the most priority The company leaders make decisions about goals and policies based on guests' needs The reward and discipline are also based on the ability and dedication of the staff working with customers in stead of the company's rules and regulations It is necessary to create Student: Thai Thi Trang Code: 23203210156 Graduation Thesis 49 Supervisor: Le Thi Kim Uyen, M.A conditions for employees to have more contact with customers so that they have the opportunity to show their abilities such as communication, foreign languages, and gain experience 6.2.3 Designing some new Additional Services Nowadays, when the needs of consumers are always changing, the competition in the market is increasingly fierce It requires the company to improve and innovate their Additional Services on the basis of research However, due to the ease of imitation of services, new products are immediately copied, so the company's products have little difference On the other hand, because the number of services in the company is limited, the design of new Additional Services is an urgent requirement Therefore, Non Nuoc Viet Travel should have a marketing department that is not only responsible for making a difference in the company's existing services with the other in the area, but also specializes in researching, designing and developing The company can create new Additional Services in the following two directions: Completely new services: They are services that are new to the company itself and have never appeared on the market These services offer the potential to increase future income and are highly competitive due to increase the choice opportunities for customers But, it requires not only a large amount of brain investment but also have potential risks Because the company managers and employees have to step into a problem that they have no experience Moreover, it is very difficult to find a completely new service in the already full-fledged company service industry Therefore, it is necessary to link with some surrounding services and other technologies to create new Additional Services for customers Student: Thai Thi Trang Code: 23203210156 Graduation Thesis 50 Supervisor: Le Thi Kim Uyen, M.A New services in terms of categories: They are new to the company but not new to the market The company should research and develop Additional Services that are preferred by customers in the market: beauty, medical, sports, consulting services, etc New Addtional Services can also be the discovery and filling of gaps in the service system surrounding and supplementing and perfecting their existing services With the strength of prestige, the company can create Additional Services with high attraction based on the improvement and upgrading of existing services in accordance with customer requirements Specifically, the company can offer the following Additional Service groups : • Service groups help guests have more understanding about Da Nang city, surrounding areas and Vietnamese culture such as: Ticketing service for sightseeing, exhibitions, fairs, history and arts museums The company coordinates with galleries, museums in Da Nang city and other travel companies, hotels to keep guests to organize exhibitions of paintings, art photos • Service groups help guests relax, improve their health, relax mentally, relieve stress due to daily work, and help guests improve and discover their own capabilities such as: practicing cooking ethnic dishes, usinging traditional musical instruments, playing rewarding and highly intellectual games • Services that save time and create convenience for guests such as: Information service, reservation service and ticket purchase for means of transportation, tickets to art performances such as water puppetry, concerts, movies, sports competitions…or assisting guests with passport and visa procedures • Service groups meet the needs of daily life such as: Repairing of Student: Thai Thi Trang Code: 23203210156 Graduation Thesis 51 Supervisor: Le Thi Kim Uyen, M.A watches, cameras, shoe shine; in-room beauty services; rental service of sports equipment or car washing service for customers… • Service groups serve special purposes such as: Services for customers with high financial capacity such as bodyguard services, interpreting services, private secretaries, service providing independent guides for a guest; services for guests with young children such as babysitting service, bed for infants, children under years old After deciding to put these services into operation, the company needs to provide information about the new service to audiences including existing customers, potential customers, intermediaries, employees and other customers Besides, the company should use mass media to introduce images and information about new Additional Services For new services, the revenue is not the top goal in the short-term plan, which increases in awareness and understanding of services is the most important goal Changing the perception and interest of guests in their favor is the long-term and sustainable goal of the company's business 6.2.4 Improving coordination between departments in the company The coordination between departments in the hotel has a very important role Daily negligence will be reduced if we set up a standardization system of activities in an intelligent and effective way In other words, we create a close connection between departments in the company, especially at the leadership level of departments with different functions During my internship at the Non Nuoc Viet Travel, I realized that the coordination between the departments in the company is still not high that lead to many consequences that affect the service quality of the company in general and the quality of the company's services and additional services Therefore, the Student: Thai Thi Trang Code: 23203210156 Graduation Thesis 52 Supervisor: Le Thi Kim Uyen, M.A company must plan to adjust the relationship between departments in order to improve labor productivity and work quality Besides, the company have to thoroughly understand each officer and employee so that they understand their roles and responsibilities and successfully complete the assigned work 6.2.5 Increasing the cooperation with domestic and foreign partners The rapid development of the tourism industry and the recent explosion of the tour operator system have made the business situation more complicated than that one in the past Because large tour operators have more advantages in the international tourism market, small and medium-sized hotels tend to link together to sell products in the market in an increasingly fierce competition Therefore, Non Nuoc Viet Travel should innovate it's business methods in the direction of multilateralization, diversification, strengthening of links and expansion of hyperlinks beyond the national boundaries The company must link with locations and centers in order to increase the exploitation of their Additional Services Besides, the hotel should link with the surrounding locations to increase the service area For example, the company can associate with trade centers, fairs, exhibitions, museums, galleries, organizations to serve on big occasions and events such as culinary culture week, travel festivals, art exhibitions The company also link with hotels or small tour operators in the same area It has lots of tour operators that are very diverse in rank, location and service style There are company that are fierce competitors, but when it is necessary, Non Nuoc Viet can associate with these tour operators to organize reception of large tourist groups in order to balance the source of guests between the off-season and peak season Student: Thai Thi Trang Code: 23203210156 Graduation Thesis Supervisor: Le Thi Kim Uyen, M.A REFERENCES Vietnamese books Nguyễn Văn Mạnh, Phạm Hồng Chương (2006) Quản trị kinh doanh lữ hành NXB Đại học kinh tế Quốc dân, Hà Nội Nguyễn Thanh Chương ( Tái năm 2020) Sách giải thích thuật ngữ du lịch khách sạn English books Johnston, J and Zawawi, C (eds.) (2000), Public Relations: Theory and Practice, NSW, Allen & Unwin, p 11-12 Andhra Pradesh, Hyderabad (2013) TOURISM & TRAVEL TECHNIQUES Commissioner of Intermediate Education, 173-176 Internet https://vietnambiz.vn/cong-ty-lu-hanh-tour-operators-la-gi-phan-loai- cong-ty.htm http://nonnuocviettravel.com https://vietnamtourism.gov.vn The United Nations World Tourism Organization (UNWTO) Law on Tourism of Vietnam 2005 10 Law on Tourism of Vietnam 2017 Student: Thai Thi Trang Code: 23203210156 Graduation Thesis Supervisor: Le Thi Kim Uyen, M.A APPENDIX Opinion Form Hello dear brothers and sisters! My name is: Thai Thi Trang , a student of Faculty of English, Duy Tan University I am conducting a research project “Survey to evaluate Additional Service quality at Non Nuoc Viet Travel Co., Ltd.” This is a survey designed to collect information for research and recommendation purposes as well as some solutions to develop Additional Services of the company in the coming time, not for other purposes Your information will be kept confidential Your support is much needed and greatly contributed to the completion of this research Sincerely thank!!! This is the .time you use Additional Services at the company From what source did you know the company? Press Relatives,  Friends Travel agencies  Other Purpose of the trip  Relaxing  Visit relatives Research and study  Other Please indicate your level of satisfaction with the following aspects of the Additional Services Please tick the boxes corresponding to your satisfaction on a scale (5: Very satisfied; satisfied; normal; dissatisfied; very dissatisfied) Student: Thai Thi Trang Code: 23203210156 Graduation Thesis Supervisor: Le Thi Kim Uyen, M.A Analysis No Target Student: Thai Thi Trang of customer Code: 23203210156 Graduation Thesis Supervisor: Le Thi Kim Uyen, M.A I Reliabity The company announces specific information about the Additonal Services The company provides Addtional Services exactly as introduced in the advertisement The company solves the problems quickly and flexibly II The perceived service capacity factor Professional level Foreign language(s) of staff Timeliness in service Communication skills III Empathy Staff cares about each individual customer Employees expressed concern when noticing customers' dissatisfaction Employees are always interested in the arising needs of customers Employees understand the needs of customers IV Additional services Selling souvenirs service Conferences and seminars service Reservation service Photocopy service Massage service V GENERAL ASSESSMENT You are satisfied with the quality of Additional Services of the company You will to use the company's Additional Services in the near future You will introduce to your family and friends about the company's Additional Services in the near future Student: Thai Thi Trang Code: 23203210156 Graduation Thesis Supervisor: Le Thi Kim Uyen, M.A Please provide some personal information Nationality: Sex: Age: : Job: Thank you very much for providing information! SUPERVISOR’S COMMENTS Student: Thai Thi Trang Code: 23203210156 Graduation Thesis Supervisor: Le Thi Kim Uyen, M.A Student: Thai Thi Trang Code: 23203210156 ... at Non- Nuoc Viet Travel Company From the data collected, I analyze and evaluate the current status of additional services at Non- Nuoc Viet Travel Company and offer some solutions to attract tourists... EDUCATION AND TRAINING DUY TAN UNIVERSITY FACULTY OF ENGLISH GRADUATION THESIS THAI THI TRANG AN INVESTIGATION INTO THE REAL SITUATION AND SOME SOLUTIONS FOR DEVELOPING THE ADDITIONAL SERVICES TO. .. favorable condition for travel agencies to business Therefore, the competition situation is more and more fierce And to be able to maintain its source of customers, the company needs to improve the