AN INVESTIGATION INTO THE TOUR MARKETING DEPARTMENT AND SOME ADVANCED SOLUTIONS FOR IMPROVING THE EFFECTIVE TOUR MARKETING STRATEGY OF VIETNAM TRAVELMART JOINT STOCK COMPANY

M DUY TAN UNIVERSITY FACULTY OF ENGLISH A I T H I Q U MAI THI QUYNH NHU Y N H N H U AN INVESTIGATION INTO THE TOUR MARKETING DEPARTMENT AND SOME ADVANCED SOLUTIONS FOR IMPROVING THE EFFECTIVE TOUR MARKETING STRATEGY OF VIETNAM TRAVELMART JOINT STOCK COMPANY G R GRADUATION PAPER IN ENGLISH LINGUISTICS A D U A T I DA NANG, 2022 O Student: Mai Thi Quynh Nhu Code: 24203112182 DUY TAN UNIVERSITY FACULTY OF ENGLISH GRADUATION PAPER AN INVESTIGATION INTO THE TOUR MARKETING DEPARTMENT AND SOME ADVANCED SOLUTIONS FOR IMPROVING THE EFFECTIVE TOUR MARKETING STRATEGY OF VIETNAM TRAVELMART JOINT STOCK COMPANY Major: English for Tourism SUPERVISOR : THAI TRINH THAO NGUYEN, M.A STUDENT : MAI THI QUYNH NHU CLASS : K24 NAD2 STUDENT CODE : 24203112182 DA NANG, 2022 \ ACKNOWLEDGEMENT  Dear the Director and most of the staff in Viet Nam TravelMART Joint-Stock Company Dear my supervisor – Thai Trinh Thao Nguyen Dear all teachers in Faculty of English, Duy Tan University Success is not only created by an individual but it is also associated with the support and help of many others During my studying time at university, I received a lot of attention also helping my teachers, my family and my friends I would like to thank the teachers at the Faculty of English - at Duy Tan University for their enthusiasm in gaining valuable knowledge as well as for helping me a lot during my studying at the school I also would like to thank Ms Thai Trinh Thao Nguyen, who guided me in the courses of my thesis work Although the time to meet her was limited, she always enthusiastically directed me I sincerely thank and wish her have good health Finally, I would like to say thank to all my friends, libraries, businesses, and the company who have helped to guide me through the past time All of them are fervent and especially helpful to me at Vietnam TravelMART joint-stock company, despite the amount of their work is large The company's work is increasing day by day, but the members are still enthusiastic during the time of very passionate leadership During the process of doing my graduation thesis, I feel that I have learned and experienced many positive things from there so that I can pick up and draw experience for my future working process Of course, my thesis will not be able to avoid limitations and shortcomings I look forward to receiving comments and suggestions from teachers and classmates to help me improve my thesis Your sincerely! Mai Thi Quynh Nhu Graduation Thesis Supervisor: Thai Trinh Thao Nguyen, M.A STATEMENT OF THE AUTHORSHIP 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 project has not been submitted for award of any degree or diploma in any other tertiary institution Da Nang, April 2022 Mai Thi Quynh Nhu Student: Mai Thi Quynh Nhu Code: 24203112182 Graduation Thesis Supervisor: Thai Trinh Thao Nguyen, M.A ABSTRACT Nowadays, marketing plays an important role in business operations, creating a competitive advantage by providing strategic information and participating in strategic activities The development of marketing connects strongly with the development of the world Marketing applications are becoming more and more popular with people marketing, place marketing, cause marketing, event marketing, organization marketing, and tour marketing The goals and applications of marketing are always what businesses aim to bring tourism to promote and reach customers in the fastest way The research that I aim to is " An investigation into the tour marketing department and some advanced solutions for improving the effective tour marketing strategy of Vietnam Travelmart joint stock company" this is one of the urgent topics for tourism industry today Student: Mai Thi Quynh Nhu Code: 24203112182 Graduation Thesis Supervisor: Thai Trinh Thao Nguyen, M.A TABLES AND FIGURES TABLES Student: Mai Thi Quynh Nhu Code: 24203112182 Graduation Thesis Supervisor: Thai Trinh Thao Nguyen, M.A ABBREVIATIONS AMA: American Marketing Association CRM: Customer Relationship Management ISO: International Standards Organization JSC: Joint-stock Company VNTM: Viet Nam TravelMART Student: Mai Thi Quynh Nhu Code: 24203112182 Graduation Thesis 10 Supervisor: Thai Trinh Thao Nguyen, M.A TABLE OF CONTENTS ACKNOWLEDGEMENT i STATEMENT OF THE AUTHORSHIP ii ABSTRACT iii TABLES AND FIGURES iv ABBREVIATIONS vi MAI THI QUYNH NHU Code: 24203112182 Graduation Thesis 58 Supervisor: Thai Trinh Thao Nguyen, M.A  Focusing on training and developing human resources for the  Inbound tour department to improve business performance The tour guide is one of the most important factors and the dedicated service of tourists throughout the tour The guides need to improve their foreign language skills, and cultural knowledge and foster a professional and enthusiastic attitude to bring tourists peace of mind and peace of mind more satisfied 5.2.1.2 Brand solutions  Brand positioning strategy: VNTM brand is built mainly on the difference in quality of tourism products and services Tourism products are often easily "copied", so in order for VNTM's brand to be easily recognizable, the company must always make a difference in products and service quality In addition, the company also needs to invest funds for activities to participate in prestigious tourism associations in the country and in the world such as: Vietnam Tourism Association (VTA), Ho Chi Minh City Tourism Association HCM (HTA), ASTA, PATA, JATA to further enhance the company's image in moving towards and achieving international standards in the industry (Although participating, it is still necessary to have a voice in the agreements association to create a company's reputation among competitors and customers)  Communication and promotion activities: MAI THI QUYNH NHU Code: 24203112182 Graduation Thesis 59 Supervisor: Thai Trinh Thao Nguyen, M.A In addition to communication activities, brand and image promotion through mass media such as newspapers, radio, television, internet VNTM needs to establish a Gold Membership Club consisting of customers most closely, to maintain and bond the relationship between the company and its loyal customers, and to bring the company's image closer to customers 5.2.1.3 Market solutions  Research and build website to introduce Vietnam tourism in English, Japanese, Chinese and Korean: Currently, information and online promotion have been disseminated worldwide and in most fields with low cost and high efficiency In addition, according to the survey results above, over 81% of Japanese tourists, 78% of Chinese tourists, 92% of Korean tourists, and 66% of European countries have traveled abroad find information on the internet Therefore, it is necessary to build a professional and informative website as the official website of Vietnam's tourism to provide official tourist information for Japanese, Chinese and Korean tourists Countries, Europe, and some  Asian countries to serve online advertising and promotion In terms of technical: It is recommended to register domestic domain names of Japan, China, Korea and some countries in Europe (domain names ending in cn, gb, kr jp, org.jp ) The cost for registering and maintaining domain names is more expensive than domestic domain names, but it is familiar to Japanese, MAI THI QUYNH NHU Code: 24203112182 Graduation Thesis 60 Supervisor: Thai Trinh Thao Nguyen, M.A Korean, and English people, and when tourists use search  engines to look up, it will be faster than Regarding the content: In addition to giving general information about Vietnam's tourism, it is advisable to focus on introducing tourism products and services according to the preferences of tourists from some Asian and European countries as mentioned above (travel tourism) world heritage, school tourism, health and leisure tourism, ecotourism, long-term tourism, etc.)  Product solutions: For the Inbound market: According to the tastes of tourists coming to Vietnam, the company needs to develop and diversify cultural tourism products, travel to world heritage destinations, sea tourism, rural eco-tourism, cooking tours, and learn about Vietnamese culinary culture… These tourism products will not only meet the needs of Inbound tourists but also can satisfy the tastes of tourists from many other domestic and international markets This can be done through  cooperation with service providers and establishments, craft villages… Some of the specific destinations: According to the analysis of psychology and preferences mentioned above, businesses need to focus on promoting a  few specific destinations as follows: Regarding heritage tourism: Focus on promoting the heritage  road of Central Vietnam and Ha Long Bay Regarding sea tourism: Focus on promoting beach tourism in Da Nang and Quang Nam - Hoi An (in combination with heritage tourism) and Phu Quoc MAI THI QUYNH NHU Code: 24203112182 Graduation Thesis 61 Supervisor: Thai Trinh Thao Nguyen, M.A  School tourism: Promotion in big cities: Hanoi, Ho Chi Minh  City and Da Nang area (including Hue City) Regarding long-term resort tourism: Khanh Hoa, Binh Thuan Ninh Thuan Shopping and culinary tourism: Hanoi, Ho Chi   Minh City, the Western region and the Mekong Delta Adventure tourism: Quang Binh, Northern mountainous areas Development of tourism products to serve the customer markets In addition to traditional tourism programs, businesses need to pay attention to developing a number of tourism products serving certain market segments such as MICE tourism, Golf, AgriTourism Specifically, the MICE market and GOLF need to develop publications that provide complete information on facilities, accessibility, technical specifications, capacity of convention centers, hotels, resorts, stadiums, etc golf; at the same time improve the quality of services to meet the high requirements of domestic tourists, Korean tourists in particular and international tourists in general 5.2.2.Other marketing solutions This is a marketing solution associated with society and the community to promote human values instead of just focusing on promoting the value of the product This method is gradually becoming a new trend because it creates a good impression in the hearts of customers Philip Kotler himself also said that to win over customers, brands need to go through three steps: victory in the mind, victory in the heart, and finally victory in the soul When customers love a brand they will be proud to use it and most importantly, they will recommend it MAI THI QUYNH NHU to many others Some activities are Code: 24203112182 Graduation Thesis 62 Supervisor: Thai Trinh Thao Nguyen, M.A appreciated and should be replicated such as: Visiting combined with charity (children's villages, ethnic minorities, remote areas, war victims ) Using services and products of organizations and facilities that help the community such as the Koto restaurant system (a social project to help children aged 16-22, who are street children or in difficult circumstances), especially difficult people are trained well, have careers and jobs to change their lives), Hong Ngoc handicrafts and handicrafts, belonging to Chi Linh - Hai Duong (a production and business enterprise combined with charity), creating jobs for hundreds of laborers who are invalids and people with disabilities)… It is these practical activities that will bring real meaning and value to the community, and at the same time enhance the value of the Company's products and brand MAI THI QUYNH NHU Code: 24203112182 Graduation Thesis 63 Supervisor: Thai Trinh Thao Nguyen, M.A CHAPTER 6:CONCLUSION AND SUGGESTIONS 6.1 Conclusion Marketing strategy is one of the important factors in the travel business Due to the growing demand for tourism, the increasing demands of tourists, and the increasingly fierce competition between businesses, making the task of marketing each business also become more difficult Over the years, Marketing Strategy is one of the important factors in the travel business Due to the growing demand for tourism, the increasing demands of tourists, and the increasingly fierce competition between businesses, making the task of marketing each business also become more difficult Over the years, VNTM has invested many billions of dong to build a methodical marketing strategy with the desire to support, promote and increase sales of the travel department But in fact, those strategies have not yet made a breakthrough for the inbound and outbound customer markets that the company is exploiting Based on that situation and the brand name that VNTM has, the thesis hopes to contribute to perfecting marketing solutions to develop the company's inbound and outbound customer markets From there, bring better business performance in the future The main issues of the thesis can be summarized as follows:  Firstly, the thesis has systematized and created an overview of the tourist market from the marketing perspective of travel businesses  Secondly, the thesis also presents the current situation of marketing activities to develop the tourist market of Vietnam TravelMART Joint Stock Company in recent years MAI THI QUYNH NHU Code: 24203112182 Graduation Thesis 64 Supervisor: Thai Trinh Thao Nguyen, M.A  Thirdly, through the theoretical basis and available reality, the thesis has analyzed and evaluated in detail the marketing activities that the company is applying to see the positive and negative aspects of that The right solutions to help businesses business more efficiently With my limited research capacity and time, surely the thesis cannot clarify and thoroughly all the rich and complex contents of the topic But the fact that marketing always opens up new development directions and changes constantly will definitely be the goal for further research works to perfect and raise to a new level 6.2 Suggestions • Suggestions for Vietnam TravelMART JSC In my opinion, Vietnam TravelMART JSC is an ideal place to work I really like the working style and the people here With the enthusiastic support of the manager and all employees of the company, I successfully completed my internship However, during that internship, I realized that the hotel needs to note the following points: Firstly, although it is a travel company, but the number of visitors here is not much, I think the business needs to expand the market, constantly promote marketing and advertising activities to attract tourists to the business directly than Secondly, it is necessary to expand convenient services such as promotions on holidays, a percentage discount when traveling with many people, etc to attract more domestic MAI THI QUYNH NHU Code: 24203112182 Graduation Thesis 65 Supervisor: Thai Trinh Thao Nguyen, M.A guests due to the scarcity of foreign visitors due to the impact of the covid-19 epidemic last Finally, I think there should be a bonus fee for interns like me at the company, because we work hard as full-time employees but there is nothing to motivate us, to motivate us to work better job • Suggestions for Faculty of English, Duy Tan University In my opinion, the Faculty of English at Duy Tan University has done a lot of things to guide the students during their studies as well as during their internships However, tourism or travel professional subjects need to be added to the curriculum to help students better understand the travel industry, and tour operators, and help students not be surprised when going to practice and have specialized knowledge for future work We hope that the Faculty can exchange and cooperate with more companies and businesses related to English for tourism; Therefore, students can have a variety of internship opportunities to choose from On the other hand, the faculty should extend the internship period so that students can have more practice time and gain more practical work experience MAI THI QUYNH NHU Code: 24203112182 Graduation Thesis 66 Supervisor: Thai Trinh Thao Nguyen, M.A REFERENCES • English catalog [1] McCarthy, 1975 Basic marketing, a managerial approach Chicago: Homewood, Ill., R.D Irwin [2] Gronroos and Christian, 1993 A Service Quality Model and its Marketing Implications European Journal of Marketing, Volume 18, Number4, p.36 – 44 MAI THI QUYNH NHU Code: 24203112182 Graduation Thesis 67 Supervisor: Thai Trinh Thao Nguyen, M.A [3] American Marketing Association, 2013 Definition of Marketing https://www.ama.org/AboutAMA/Pages/Definition-ofMarketing.aspx [Accessed 26 August 2016] [4] Stone et all, 2007 Fundamentals of Marketing New York: Routledge [5] Reedy et al, 2000 Electronic Marketing: Integrating Electronic Resources into the Marketing Process New York: Harcourt College Pub [6] Stokes, 2009 E-marketing - The essential guide to online marketing Cape Town: Quirk eMarketing (Pty) Ltd [7] Strass and Frost, 2014 E-marketing London: Prentice Hall [8] O’ Connor et al, 2004 Electronic marketing, Theory and Practice for the Twenty-First Century London: Prentice Hall • Vietnamese catalog [1] Kotler (2002), Marketing bản, NXB Thống kê [2] Kotler (2015) Kotler bàn tiếp thị, làm để tạo lập, giành thống lĩnh thị trường Bản dịch Tiếng Anh Người dịch Vũ Tiến Phúc Hồ Chí Minh: Nhà xuất trẻ [3] Kotler and Armstrong, eds., 2012 Nguyên lí tiếp thị Dịch từ tiếng Anh Người dịch Lại Hồng Vân cộng sự, 2012 Hà Nội: Nhà xuất Lao Động - Xã Hội [4] Kotler, 2014 Thấu hiểu tiếp thị từ A đến Z, 80 khái niệm nhà quản lí cần biết Dịch từ tiếng Anh Người dịch Lê Hoàng Anh Hồ Chí Minh: Nhà Xuất Bản Trẻ • Websites [1] Nghị định 27/2001/NĐ-CP kinh doanh lữ hành, hướng dẫn du lịch (thuvienphapluat.vn) [2] Giáo trình Xây dựng chương trình Du lịch - CĐ nghề Du lịch Vũng Tàu - Tài liệu text (123docz.net) MAI THI QUYNH NHU Code: 24203112182 Graduation Thesis [3] 68 Supervisor: Thai Trinh Thao Nguyen, M.A Hoàn thiện quy trình kinh doanh chương trình du lịch trọn gói cho khách du lịch nội địa Cơng ty (123docz.net) [4] Luật Du lịch - Trang pháp luật Việt Nam (google.com) [5] Khách tham quan du lịch - Tranminhdung.vn MAI THI QUYNH NHU Code: 24203112182 Graduation Thesis 69 Supervisor: Thai Trinh Thao Nguyen, M.A QUESTIONNAIRES Mr / Mrs! I'm currently a student at Duy Tan University in Da Nang city, majoring in Faculy of Tourism I used to work at Viet Nam TravelMART company as an intern in the tour operator department for weeks The truth is I need to collect some factual data for my graduate paper at university So I would greatly appreciate it if you could take a moment to answer some of the questions below Your comments will provide me with a lot of useful information for my research and ultimately improve the service quality of the company I assure you that your personal information will be kept confidential and will not be used for any other form of business Thank you so much for your help! I Evaluation of the quality of marketing department at Viet Nam TravelMART Very Very Not very Satisfied satisfied dissatisfie satisfied d Teambuilding Tourism program         Other opinion: MAI THI QUYNH NHU Code: 24203112182 Graduation Thesis 70 Supervisor: Thai Trinh Thao Nguyen, M.A ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… II Evaluation of the quality of the marketing department Very Very Satisfie Not very dissatisfie satisfied d satisfied d Foreign language proficiency Employee attitude Material facilities Marketing Strategy                 Other opinion: ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… MAI THI QUYNH NHU Code: 24203112182 Graduation Thesis III Some 71 questions Supervisor: Thai Trinh Thao Nguyen, M.A customers contribute to Vietnam TravelMART To enhance the quality of the marketing department, following your opinion, what should we ? Do you have any marketing policies to suggest to the company? Do your have any other comments, questions or concerns ? Thank you for spending time completing our questionnaires Best wish for you! MAI THI QUYNH NHU Code: 24203112182 Graduation Thesis 72 Supervisor: Thai Trinh Thao Nguyen, M.A SUPERVISOR’S COMMENTS MAI THI QUYNH NHU Code: 24203112182 ... investigation into the tour marketing department and some advanced solutions for improving the effective tour marketing strategy of Vietnam Travelmart joint stock company" this is one of the urgent... went into depth in choosing the topic "An investigation into the tour marketing department and some advanced solutions for improving the effective tour marketing strategy of vietnam travelmart joint. ..DUY TAN UNIVERSITY FACULTY OF ENGLISH GRADUATION PAPER AN INVESTIGATION INTO THE TOUR MARKETING DEPARTMENT AND SOME ADVANCED SOLUTIONS FOR IMPROVING THE EFFECTIVE TOUR MARKETING STRATEGY OF VIETNAM