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MINISTRY OF EDUCATION AND TRAINING THUONGMAI UNIVERSITY - - MARKETING COMMUNICATION MANAGEMENT OF HIGH-CLASS HOTELS IN HANOI Major : Business Trade Code : 934 01 21 SUMMARY OF ECONOMIC DOCTORAL THESIS Hanoi, 2022 The work was completed at: Thuongmai University Science instructor: Assoc Prof Dr Assoc Prof Dr Review 1: Review 2: Review 3: Dissertation will be protected before the dissertation review board meeting at …………………………………………………………………………………… The dissertation can be found at: National Library Thuongmai University Library PREFACE Rationale Theoretically, in the last years of the twentieth century, marketing communication (MC) was developed by integrated MC theory, which is considered a more effective communication method that can respond quickly to market changes (Schultz et al , 2014) From here, the role of MC is raised one level Through MC management (MCM), businesses plan, organize, implement and control MC, thereby increasing sales, building customer awareness and preferences for products, and building the nice image of the business The literature shows that MCM positively affects performance, and a higher degree of integration in MCM of firms may lead to better MC outcomes (Vantamay, 2011) MC makes an important contribution to shortterm profits and long-term brand building (Schultz, 2004) MC managers need to consider MC as a key competitive advantage and an appropriate solution to improve MC results (MCR) (Porcu et al , 2017) Because of its important role, MCM is increasingly receiving study attention in many theoretical and experimental works (Reid, 2003; Vantamay, 2011; Završnik & Jerman, 2011) However, some theoretical problems of MCM remain unresolved, empirical studies ignore the role of the effect of outcome evaluation at the control stage, while control is an important stage of MCM, is concerned and emphasized by many experts when studying MCM (Duncan & Everett, 1993; Kitchen & Schultz, 1999) Practically, in the period of 2016 - 2019, tourism in Vietnam in general and Hanoi in particular has had a remarkable growth rate, the number of visitors has continuously increased The hotel business activities constantly expanded in scale The number of high-class hotels is 32, accounting for 7% of the number of hotels in the area but accounting for 34 3% of the proportion of rooms From 2020 until now, the COVID-19 pandemic has had a profound impact on the tourism industry The number of international visitors to Hanoi only reached 11 million, decreasing by 84 2% compared to that of 2019; Average occupancy is about 40% (Hanoi Department of Tourism)… The new context forces high-class hotels to pay more attention to communication activities to maintain customer awareness and loyalty, the role of MCM becomes even more important In addition, the industrial revolution has brought about significant achievements, many of which are applied in effective communication To be able to take advantage of opportunities while avoiding challenges, high-class hotels should respond quickly to these changes in the environment Compared to other hotel groups, high-class hotels have favorable conditions to invest, approach and successfully apply technological achievements to MC, lead the development of hospitality industry Therefore, perfecting MCM becomes more and more urgent for high-class hotels, not only improving the SR and BE but also being the driving force for the development of the hospitality industry of Hanoi Understanding this, high-class hotels in Hanoi have paid more attention to MCM, however, not all hotels are well aware of and successfully implement MCM For the above reasons, the implementation of the dissertation topic: "Marketing communication management of high-class hotels in Hanoi" is necessary, urgent and meaningful in both theory and practice 2 Research objectives and research questions Research objectives: Improve a theoretical basis for the content (steps) of the hotel's MCM process and a research model of the impact of the components of the MCM on the MCR of hotels; apply theory to survey and assess the situation, propose solutions and recommendations to improve MCM in order to improve SR and BE of high-class hotels in Hanoi Research questions: To achieve the above research objectives, the dissertation needs to answer the following questions: - What are the content and MCM component elements of MCM of hotel? Which criterias are used to evaluated the MCR of hotels - How was reality of the market communication management of high-class hotels in Hanoi? - How did components of MCM impact on MCR of high-class hotels in Hanoi? - What are solutions and recommendations to improve MCM of high-class hotels in Hanoi? Object and scope of the research Research subject: The object of the dissertation is theoretical and practical issues on MCM of high-class hotels in Hanoi Research objects: High-class hotels includes and stars hotel in Hanoi Research scope: Scope of content and approach: Studying the theoretical basis, current situation and MCM solutions of the hotel based on two main contents: (1) the MCM process includes planning, organizing implementation and control of MC; (2) the impact of the components of MCM on MCR, including SR and BE, a management process approach, and a wide-angle approach within the entire enterprise Scope of space: High-class hotels in Hanoi, including 32 hotels that have been rated or stars according to statistics of Hanoi Department of Tourism Scope of time: Secondary data were collected for the period 2016 - 2021; primary data was collected through in-depth interviews and surveys from March 2020 to December 2020; solutions and proposals for the period from now to 2025 and the following years Research methods Research methodology: dialectical materialism and historical materialism Specific research methods: Combining qualitative research methods and quantitative research methods to complement and support each other in the data analysis process New contributions Theoretically, through research overview, theories of synergy, information integration, interaction and relevant parties, the dissertation contributes to supplementing and clarifying the theory of MCM of hotels, which clearly shows the concept and content of MCM of hotels, including planning, organizing, implementing and controlling MC The dissertation has inherited, developed and proposed a research model to research the impact of the components of MCM on MCR, including independent variables: planning, organizational integration, consistent communication, interactive communication, evaluation of results; The dependent variable is MCR expressed through SR and BE Practically, the dissertation has analyzed and evaluated quite comprehensively and specifically the reality of MCM of high-class hotels in Hanoi, comparing the performance level between chain hotels and independent hotels The test results have shown that components of MCM have a positive impact on MCR The dissertation suggests groups of solutions on the basis of completing MCM contents that hotels have not yet performed well but proven to have a positive impact on MCR of highclass hotels in Hanoi Dissertation structure In addition to the table of contents, the list of tables, figures, the list of acronyms, the introduction, the conclusion, the references, the appendix, the dissertation is structured in chapters: Chapter Overview and theoretical background of hotel MCM Chapter Research methods Chapter Reality of MCM of high-class hotels in Hanoi Chapter Some solutions and recommendations to improve the MCM of highclass hotels in Hanoi CHAPTER OVERVIEW AND THEORETICAL BACKGROUND OF HOTEL MARKETING COMMUNICATION MANAGEMENT 1 Research overview 1 Studies on marketing communication management and marketing communication processes 1 1 Studies on marketing communication management Studies on MCM approach from a narrow perspective: According to the insideout approach, MCM is interested in how to combine elements of mass communication to get a unified statement, MCM just stops integrating at the tactical level (Caywood & Duncan (1996); Brown (1997); Duncan & Everett (1993) In an outside-in approach, a deep understanding of the customer and Potential customers are valued (Schultz 1992; Kotler, 1994) but not yet measurable (Duncan & Caywood, 1996) Studies on MCM approach from a wide angle: Approach studies at the whole enterprise show that MCM is considered as a continuous management process including planning, implementation organization and control; integrating all functional units in the enterprise, senior management with the role of MC advocate to the participation of all functional departments in MCM; customers are placed in the center, all MC activities are derived from customers and are customer-oriented; interactive communication is focused; MC generates short-term business results and long-term brand value (Kliatchko, 2005; Duncan & Mulhern, 2004; Fill, 2005; E Belch, 2018) 1 Studies on the marketing communication process Studies on the MC planning process: The phased approach of the MC process shows that the three main stages of the MCM process include: planning, implementation organization, and controlling; This process should be seen as ongoing management, planning-based control process Despite describing specifically the stages of the MCM process, these models not approach integrated MCM at the enterprise-wide level (Kotler, 2000; Duncan 2002; Kitchen & Burgmann, 2010) Integrated MC process studies: MCM studies with an integrated process approach reveal different levels of integration of the MCM process (Fill, 2002; Kitchen & Schultz, 2001) ) Accordingly, the levels to achieve enterprise-wide integration include integration of MC tools to achieve message consistency (tactical integration), stakeholder integration with stakeholder engagement in MC (functional integration) and strategic integration involves customer-centricity, financial and branding goals 1 Studies on the components of marketing communication management Approaching from a narrow perspective, MCM measurement efforts are mainly based on the original MCM definitions and frameworks, thus adopting a narrow MCM approach when considering MCM as a combination of communication tools and messages Approaching from a broad perspective, identify the components of MCM to achieve integration across the enterprise The elements that are recognized and consented by most authors as important components of MCM include: planning, organizational integration, consistent communication, and interactive communication Some studies refer to the evaluation of results but it is not clear, there is no empirical study to evaluate the impact of this factor on MCR Table 1 Summary of the components of MCM Authors (year) Phelps (1994) Cathey & Schumann (1996) Phelps, Johnson (1996) Duncan & Moriarty (1998) Low (2000) Reid (2005) Lee & Park (2007) Kliatchko (2008) Jerman & Zavrsnik (2011a) Vantamay (2011) Jerman & Zavrsnik (2011b) Porcu (2019) Component elements of MCM One voice, integrated, coordinated communication Message and media integration, customer orientation, results evaluation One voice, communication coordination, direct marketing, feedback, responsibility of the MC manager Planning and evaluation, organizational integration, consistent communication, mission marketing, and interaction Interaction, consistent communication, consistent message Cross-functional planning, mission marketing, interaction Distinct communications to target groups, unified communications for consistent messages and images, database-centric communications, forging relationships with existing customers Stakeholders, content, communication channels, measuring results Integrating organization, planning, 2-way communication, product branding with corporate branding, consistent communication Planning and evaluation, organizational integration, consistent communication, mission marketing, interaction Marketing objectives, two-way communication, communication channels Message consistency, strategic focus on stakeholders, interactions, organizational alignment Source: Summary by the Ph D Candidate 1 Studies on indicators to measure marketing communication results Studies on MCR measurement indicators agree that MCR include two factors of SR (including sales growth, profitability, market share growth) and BE (including brand awareness, high valuation, channel cooperation, satisfaction, loyalty) Table Summary of indicators to measure marketing results Authors (year) Duncan, Moriarty (1998) Low (2000) Reid (2003, 2005) Somphol Vantamay (2011) Einwiller, Indicators BE, customer value (satisfaction), high valuation Profit, sales revenue, revenue growth rate, market share SR (profitability, market share growth, sales revenue, sales growth), BE (brand awareness, high valuation, channel partnership), satisfaction (loyalty and satisfaction) SR (profitability, market share growth, sales revenue, sales growth), BE (brand awareness, high valuation, channel partnership), satisfaction (loyalty and satisfaction) Profitability, market share, brand awareness, brand image, brand Authors (year) Boenigk (2012) Porcu (2012) Šerić (2013) Šerić (2014) Luxton (2015, 2017) Porcu (2019) Indicators attitude, customer satisfaction Profitability, sales growth, brand awareness, brand image, brand attitude, loyalty, satisfaction Brand loyalty BE (brand image, perceived quality, brand loyalty) Sales revenue, market share, profitability, perceived quality, high pricing, channel partnership, loyalty, SR (profitability, market share growth, sales revenue, sales growth), BE (brand awareness, high valuation, channel partnership), satisfaction (loyalty and satisfaction) Source: Summary by the Ph D Candidate 1 Studies on the impact of the components of marketing communication management on marketing communication results From a narrow perspective, the authors use SR, BE to measure MCR through a combination of MC tools (Karunanithy & Sivesan, 2013; Elrayah (2017) This study has not studied MCM from an integrated perspective From a broad perspective, studies measure the impact of MCM components on MCR from the perspective of enterprise-wide integration (Reid, 2003; Vantamay, 2011; Završnik & Jerman, 2011 Study has focused on the important components of MCM, but the outcome evaluation factor in the control phase is ignored, while theoretical studies clearly indicate the important role of evaluation evaluate results in the MCM process as well as the impact of this factor on MCR 1 Studies on hotel marketing communication management Studies on MCM in the hotel sector focus on identifying the MCM components, assessing the impact of MCM components on MCR, including indicators objectives related to the hotel's SR and BE However, the number of works is still quite modest, in addition to that, there are very few studies on MCM approach at the whole enterprise and approach according to the management process, some components of marketing communication management are ignored 1 Research conclusion and gap Regarding MCM approaching angle: MCM's wide-angle approach refers to integrated communication in the entire enterprise, which is said to be a modern and popular approach for later studies However, the number of MCM studies approaching at a broad perspective in the hospitality sector is still limited Regarding the MCM process: Integrated MCM at the enterprise-wide approach according to the management process is a gap that needs to be filled Regarding the components of MCM: Although there is much consensus in the studies, the important component of MCM is the under-reviewed outcome assessment, especially in experimental study Regarding the study of the impact of MCM components on MCR: The outcome evaluation factor is an important component in the control phase of the MCM process, which is ignored Regarding MCM studies and the impact of MCM on MCR in the hotel industry: Most of the studies have not approached MCM at the entire enterprise scale, have not identified MCM components according to the management process In summary, with the conclusions and research gaps, the dissertation will focus on the issues that previous studies have not clarified, adding the components of MCM and develop the evaluation MC result criteria, approaching according to the management process and from the perspective of entire enterprise integration Theoretical basis of hotel marketing communication management An overview of hotel marketing communication management 1 Theories related to marketing communication management Synergy theory: Based on the theory of synergy, Moriarty (1996) argues that connected messages create synergy that affects the recipient's perception, evoking a consistent brand within their mind The benefit of message consistency is synergy, which means that MCM is more effective and produces a greater synergistic impact (S Moriarty & D Schultz, 2012) Information integration theory: Based on information integration theory, Thorson & Moore (2013) argues that integrated consumers perceive a series of messages that they receive at times of exposure and brand experience Synergy theory and IIT bring up an important issue, that businesses need to achieve consistency in communication to create synergy, thereby improving MCR Interaction theory: The theory of interaction indicates that it is necessary to establish interactions between businesses and customers, they are participants in the communication process of the business, not just the goal to be aimed at IT is considered as the foundation for MCM studies, in which interactive communication, planning is mentioned as an important component of MCM in many studies by Gronstedt (1996), Duncan & Moriarty (1998), Reid (2005); Porcu (2019) Stakeholder theory: Stakeholder theory is considered the foundation for MCM studies, in which consistent communication and organizational integration are mentioned as important component elements of marketing communication management in studies by Duncan & Moriarty (1998), Pickton & Broderick (2001), Kitchen & Schultz (2001), Reid (2005); Porcu (2019) 2 The basic concepts Definition and classification of hotels: Within the scope of the dissertation, hotel is understood as: an “Accommodation establishment that ensures quality in terms of facilities, equipment and necessary services to serve guests staying and using hotel services” Classification of hotels: According to the level of service provision, high-class hotels are defined as hotels that have been rated 4-5 stars according to National Standards (VNAT, 2015) According to the degree of association, high-class hotels are divided into groups: chain hotels and independent hotels MC is the activity of transmitting information about products and businesses to customers includes of compelling, consistent, measurable, and coordinated communications programs to influence customers to generate revenue, profit in the short term, and build BE in the long term MCM: Within the research scope of the dissertation, MCM is defined as: The continuous, interactive, multi-functional process through which to plan, organize, implement and control compelling, consistent, measurable, and coordinated communications program to influence customers to generate revenue, profit in the short term, and build BE in the long term MCM of hotels: Within the research scope of the dissertation, hotel MCM is defined as: The continuous, interactive, multi-functional process through which the hotel plans, organizes and the organization implements and controls persuasive, consistent, measurable, and coordinated communications programs to influence customers to generate revenue, short-term profits, and build long-term BE for hotels 2 Content of hotel marketing communication management 2 Planning the hotel's marketing communication MC planning represents integration at a strategic level when the MC plan is built on the basis of the hotel's mission, objectives, and customer behavior research Reviewing the overall marketing mission, objectives and plan: The first step in MC planning is to review the mission, objectives of the hotel and the overall marketing plan (Završnik & Jerman, 2011) SWOT Analysis: In MC planning, a SWOT analysis is used to identify strengths and opportunities that can be leveraged, as well as weaknesses and threats that need to be addressed (Duncan & Moriarty, 1998) Defining the target audience and stages in the buying process: Defining the target audience is important in MC planning because the marketer can determine the expected cognitive, emotional, or behavioral response (Kotler, 2000), thereby determining MC objectives and MC programs appropriate to each audience Defining MC objectives: MC objectives relate to what the hotel is trying to achieve when implementing communication programs MC objectives can be the objectives that each MC tool and the integration of MC tools need to achieve in a given business period Determining the MC budget: Percentage of revenue method, competitive balancing method, ability-based method, goal-based method, and task-based method The goal and task-based budgeting method was found to be appropriate (Duncan & Moriarty, 1997, 1998; Reid, 2005) Coordinating MC tools: To develop an integrated MC program, hotels need to select and coordinate the use of MC tools A separate MC plan for each tool is built on the basis of coordination with other tools 2 Organizing the implementation of marketing communications of the hotel (1) Organizational integration The role of managers: Senior managers have an important role in trusting and supporting MC (Završnik & Jerman, 2011) Each MC tool has its own advantages and disadvantages, MC managers need to understand each of these tools in order to combine the tools most effectively, making the most of each tool's strengths MC is the responsibility of all departments and employees in a hotel: MC is not only the responsibility of the marketing department, but MC needs to be integrated into the work of all functions and employees in a hotel Internal Communication: Organizational internal communication involves horizontal and vertical internal integration at the organizational level Collaborative culture: Collaborative culture is an important factor to promote 14 from March 2020 to May 2020 How to conduct in-depth interviews: In-depth interviews are conducted directly with experts and managers Data processing: The recordings and tapes are synthesized, de-tape and classified according to each content From there, the most common opinion on each issue is drawn 2 Data analysis Research model: 15/15 experts said that studying the impact of the components of MCM on the MCR of high-class hotels in Hanoi approaches from the management process and a integration wide angle is appropriate Components of MCM: Experts agreed on the components of MCM Measurement of MCR: 15/15 experts think that it is appropriate to use SR and BE to measure the MCR; the indicators of SR and BE are accepted Observed variables: Observed variables are added, removed and adjusted to measure research concepts The survey: The managers survey was agreed by 15/15 experts, including key questions on planning, organizational integration, consistent communication, interactive communication, and Results evaluation, adjusted for the observed variables The customer survey was agreed by 13/15 experts, customers will only be able to evaluate the MC implementing, so the questionnaire should focus on the questions of consistent communication and interactive communication 2 Adjusted research model, hypothesis and observed variables After qualitative research, the model was determined to include independent variables that are the component elements of MCM; the dependent variable is MCR, which includes two factors: SR and BE The model and the hypotheses are adjusted: Figure 2 Official research model Source: Proposal of Ph D Candidate hypotheses are supplemented: H1: Planning has a positive impact on MCR H2: Organizational integration has a positive impact on MCR H3: Consistent communication has a positive impact on MCR H4: Interactive communication has a positive impact on MCR H5: Evaluation of results has a positive impact on MCR Quantitative research Preliminary quantitative research 1 Purposes Preliminary quantitative research was carried out to evaluate the reliability and validity of the scale, thereby adjusting the complete scale used for official study Determining the sample and designing the survey Determinig the sample: The survey subjects are managers of high-class hotels 15 in Hanoi To use Cronbach's alpha reliability analysis method in the experimental study phase, the minimum sample size is 30 elements To ensure the number of surveys collected and the reliability, the number of surveys issued was 120 Design of the survey: The content of the survey is designed based on the scale determined from qualitative research The survey is designed in Vietnamese 3 Conducting surveys and process of data Conducting surveys: Surveys are distributed to managers of high-class hotels in Hanoi through many different channels The time to issue and collect the completed surveys was from June to July 2020 Data processing: With 120 surveys distributed, 92 surveys were collected, of which 83 satisfactory surveys were included in the analysis (69 17%); 09 invalid surveys Data was coded and entered, subject Cronbach's alpha analysis and exploratory factor analysis Data analysis After preliminary quantitative analysis, the research model and hypotheses not change, independent variables and dependent variable (including subvariables) are kept unchanged, observed variables PLA7 and CO6 are removed Formal Quantitative Research Purposes Formal quantitative research is carried out with the aim of testing the reliability of the variables; evaluate and measure the impact of MCM components on MCR; test the relevancy of the model and conclude the research hypotheses; Statistical analysis describes the current reality of MCM of high-class hotels in Hanoi from the perspective of both managers and customers 2 Determining the research sample and design the survey Survey objects: Managers and customers of 32 high-class hotels in Hanoi Sample size: According to Hair (2009), for EFA, the observation/observed variable ratio should be at least 5:1 Therefore, the minimum sample size for formal quantitative research is 170 To ensure that the number of surveys collected meets the requirements, 320 surveys were distributed to managers; 500 surveys for customers Sampling method: Stratified random sampling method Design of survey form: The survey form is adjusted on the basis of preliminary quantitative survey results and qualitative research 3 Conducting surveys and data processing Conducting the survey: The survey was conducted from August to December 2020 The survey was distributed directly and sent google form via email to managers and customers of high-class hotels in Hanoi, collected 217 administrator surveys, of which 198 surveys were satsifactory 61 88%); collected 337 customer surveys, of which 329 were satisfactory (65 8%) 16 Data processing: Data cleaning, data entry and analysis to assess reliability Cronbach's alpha, exploratory factor analysis EFA, confirmatory factor analysis CFA, test the fit of model and hypotheses research through SEM model analysis, multigroup structure analysis, descriptive statistics analysis Descriptive statistics of the research sample Characteristics of the research sample are managers; The characteristics of the research sample are customers 17 CHAPTER REALITY OF THE MARKET COMMUNICATION MANAGEMENT OF HIGH-CLASS HOTELS IN HANOI Overview of high-class hotels in Hanoi Quantity and quality: 32 high-class hotels, including 18 chain hotels and 14 independent hotels with diverse and quality services Business areas and products and services: The high-class hotels in Hanoi are all main business areas including accommodation and dining, in addition, the hotels also provide additional services with a variety of services Customer market: In the period 2016 - 2019, the majority of customers are international (accounting for about 80%) In 2020 - 2021, the main customers that high-class hotels in Hanoi are targeting at are domestic guests Business performance and contribution to the development of the city: In the period 2016 - 2019, the total revenue from tourists contributed about 12 54% to the gross regional product (GRDP) of Hanoi Revenue from accommodation services accounts for about 26% of total revenue from tourists In 2020, due to the impact of the COVID-19 epidemic, all indicators decreased, contributed only 4% to GRDP Analysis of the current situation of marketing communication management of high-class hotels in Hanoi Reality of marketing communication planning Reviewing the marketing mission, objectives, and plan: Both chain hotels and independent hotels regularly reviewed their marketing mission, objectives, and plans when developing a MC plan The results of a survey of managers of high-class hotels in Hanoi show that high-class hotels have focused on planning based on mission, objectives and marketing plans, corresponding to the good evaluation SWOT analysis: Both chain hotels and independent hotels collected and analyzde internal and external factors However, SWOT analysis is not often used in MC planning According to the survey results of managers, the level of SWOT analysis when planning MC of chain hotels, independent hotels is only average Determining the target audience and stages in the buying process: Although the target audience has been identified, both chain hotels and independent hotels have not yet applied the customer buying behavior model well MC objectives and tools were not planned based on the appropriateness to the buying stages of each customer group According to the survey results of managers, the score of this content is average Determining MC objectives: The reality shows that high-class hotels have identified MC objectives including SR and BE While the chain hotels group establishes specific quantitative objectives, the MC objectives of the independent hotels group have not yet reached the ability to measure According to the survey results of managers, this content of the chain hotels group reaching a good level, the independent hotels group reaching average level Determining and allocating MC budget: The reality shows that high-class hotels in Hanoi have not focused on identifying and allocating budgets according to objectives and tasks According to the survey results of managers, this content of high-class hotels is only average 2 Reality of organization and implementation of marketing communication 2 Reality of organizational integration The role of the managers: Both hotel groups receive the trust and support of 18 senior managers for marketing communication, especially during the difficult epidemic period According to the survey results of managers, the content of the hotel senior management's support and MC support of the chain hotels group achieved a good level MC is the responsibility of all departments and employees in the hotel: The reality shows that the group of chain hotels upholds the MC responsibilities of all departments and employees in the hotel, while this is not recognized by the independent hotels group pay proper attention According to the survey results of managers, considering MC as the responsibility of all departments and employees achieved a good level by the chain hotels group, while the independent hotels group achieved a average level Internal communication: With both hotel groups, MC activities involve all employees in the hotel; The documents on MC plans and programs are communicated to the departments According to the survey results of managers, internal communication of high-class hotels achieved a good level, with chain hotels and independent hotels Collaborative culture: Both groups of high-class hotels emphasize building corporate culture, implementing many different ways to promote a culture of cooperation, especially internal activities According to the survey results of managers, high-class hotels all rated the content promoting a cooperative culture to activate the coordination mechanism at a good level Regular contact with partners and MC intermediaries: The reality shows that high-class hotels in Hanoi have a good relationship with MC partners and intermediaries According to the survey results of managers, hotel content and MC intermediaries that are frequently contacted achieved a good level 2 Reality of consistent communication Creating key MC ideas: The reality shows that high-class hotels have been interested in creating messages, choosing the main MC ideas that are broad enough to carry out many small campaigns This is consistent with the survey results of managers, the main communication idea of the hotel is wide enough of the chain hotels group with a good level and the independent hotels group with a good level The customer survey showed similar results Integrating messages transmitted through MC tools: The reality shows that integrating messages transmitted through tools is not yet highly consistent This is consistent with the survey results of managers, the level of consistency of messages transmitted through all MC tools is only rated at an average level The customer survey results were similar Integrating messages transmitted from the departments: The lack of clear understanding of communication objectives and programs by employees leads to inconsistencies in messages According to the survey results of managers, the consistency of the message transmitted through all MC tools is only rated at an average level The customer survey results were similar Consistency in all visual communication components: Chain hotels all use the corporate brand identity, strictly following these factors Independent hotels have also built their own brand identities The situation is consistent with the survey results of 19 managers, the level of maintaining consistency in all visual communication components of the two groups is rated at good The customer survey results were similar Consistency in all components of linguistic communication: Chain hotels achieve good consistency in slogans, statements and message content The independent hotels group lacks consistency in the content of the messages The situation is consistent with the survey results of managers, the level of maintaining consistency in all components of linguistic communication of the chain hotels group achieved a good level, while the independent hotels group only achieved a average level The customer survey results were similar 2 The reality of interactive communication Message creation: Each message that chain hotels send to customers provides a lot of information about products, services and hotels The information provided by many independent hotels to ensure the customer's buying decision process has not been comprehensive This reality is consistent with the results of the survey of managers, the level of accuracy, clarity, sufficient information provision to motivate customers to reach a buying decision by the chain hotels group achieved a good level, while the independent hotels group only achieved the average value The customer survey results are also similar, the chain hotels group is at a good level, at an average level Combination of tools, mass media and personal communication: Reality shows that chain hotels have successfully combined the use of a variety of tools, mass media and personal communication Meanwhile, the independent hotels group has not really implemented this content well This is consistent with the survey results According to the survey results of managers, the score using a combination of tools, mass media and individuals by the chain hotels group achieved a good value while the independent hotels group only achieved an average value The customer survey results are similar, the chain hotels group is good and the independent hotels group is at average Building a database that allows to understand information and buying behavior of customers: Using management software and booking engine helps build a customer database system, however, hotels not have information of all customers This reality is consistent with the results of the survey of managers, the level of customer information integration from departments into a unified, user-friendly database of both hotel groups is only average; The database that allows understanding the buying behavior of customers is only average Customer survey results are also similar Tracking and handling customer feedback: Collected data shows that there are still many cases where hotels are slow to process customer feedback The situation is consistent with the results of the survey of managers, the level of monitoring and handling all customer feedback is only rated at an average level The customer survey results are similar 3 Reality of controlling marketing communication activities Building a system of indicators to evaluate MCR based on objectives: Stablishig KPIs is well implemented by chain hotels under the guidance and 20 supervision of the Group, while independent hotels have not paid much attention to this issue The reality is consistent with the survey results of managers, this content of the chain hotels group achieved a good level, while the independent hotels group only achieved an average level Customer research and survey: Chain hotels deploy survey programs to collect customer opinions to evaluate and adjust MC while independent hotels have not implemented much The situation is consistent with the results of the survey of managers, the regular customer survey of the chain hotels group is rated good, while the chain hotels group is only rated average Evaluation of message consistency: Assessing the consistency of messages that have not been included in the MC evaluation criteria system by high-class hotels The situation is consistent with the results of the quantitative research A survey of managers shows that regularly evaluating the consistency of all messages is only rated at an average level Adjusting MC and subsequent MC planning: Under the negative impact of the epidemic, high-class hotels have adjusted their plans as well as MC programs with the change of target audience, MC tools and messages used This reality is consistent with the results of the survey of managers, the adjustment of MC activities and the subsequent planning of MC based on the evaluation of the results of the two groups of high-class hotels, both of which are good 3 Analyzing the impact of the components of marketing communication management on the marketing communication results of high-class hotels in Hanoi 3 Marketing communication results of high-class hotels in Hanoi 3 1 Sales results of high-class hotels in Hanoi In terms of sales revenue growth: High-class hotels had a good growth rate in the period 2016 - 2019 but decreased sharply from 2020 due to the COVID-19 epidemic Sales growth of chain hotels is better than that of independent hotels This is consistent with the survey results, both groups of hotels are rated at an average level In terms of profitability: High-class hotels have better profitability in the period 2016 - 2019 In 2020 due to the impact of the COVID-19 epidemic, this indicator dropped sharply The survey results on the profitability of high-class hotels in Hanoi show that the chain hotels group is rated at a good level and the independent hotels group is rated at an average level Regarding market share growth: Survey results show that high-class hotels have an average growth rate of market share 3 Brand equity of high-class hotels in Hanoi About the level of awareness: The chain hotels group received more than the prestigious awards in the industry This shows part of customer awareness as well as brand trust and appreciation The survey results show that the high-class hotels all rated the brand awareness highly In terms of high valuation: Aggregate data shows that the ADR of chain hotels is higher than that of independent hotels The survey results show that the chain hotels group has a higher valuation ability than the independent hotels group, the chain hotels group evaluates it rated at a good level while the independent hotels group is 21 rated at an average level Regarding the possibility of channel cooperation: High-class hotels in Hanoi received good cooperation in distribution channels from tour operators, transportation companies, entertainment service companies and other businesses According to the survey results, chain hotels’ ability to cooperate with channels is rated at a good level while the independent hotels group was only at an average level About satisfaction: A collection of collected data shows that high-class hotels that are well-reviewed by customers show that customers are quite satisfied; chain hotels are rated better than independent hotels The survey results showed that the high-class hotels rated satisfaction at a good level Regarding the level of loyalty: The large number of loyal customers shows a higher level of loyalty of the chain hotels group compared to that of independent hotels group Survey results show that high-class hotels in Hanoi not appreciate customer loyalty, chain hotels reached the average level, and independent hotels also reached the average level 3 The impact of the components of marketing communication management on the results of marketing communication Descriptive statistics of the research sample: Reliability analysis of the scale: The total number of observed variables is 37, of which observed variables PLA5, ORG2 and ORG6 have loading coefficient < 3, so they are excluded, the remaining 34 observed variables meet the requirements to included in exploratory factor analysis Exploratory factor analysis: INT7 has load factor < 5, unsatisfactory should be removed The second rotation matrix shows that the main component matrix has stabilized, from the remaining 33 observed variables, grouped into factors Confirmatory factor analysis: The results of CFA analysis exclude variable INT3, the remaining variables are kept to test the model and research hypotheses Verifying model and research hypotheses: Regression: Y(SR) = 0,246*PLA + 0,235*ORG + 0,146*CON + 0,248*INT + 0,195*EVA Y(BE) = 0,247*PLA + 0,296*CON + 0,188*INT + 0,234*EVA Y (MCR) = 0,326*PLA + 0,190*ORG + 0,300*CON + 0,287*INT + 0,285*EVA Results of hypotheses verification Hypotheses H1, H1a, H1b, H2, H2a, H3, H3a, H3b, H4, H4a, H4b, H5, H5a, H5b are accepted; Hypotheses H2b rejected R2 of SR is 523, which means that the independent variables influence 52 3% of the variation of SR R2 of BE is 506, which means that the independent variables influence 50 6% of the variation in BE R2 of MCR is 881, so the independent variables affect 88 1% of the variation of MCR Analysis of multi-group structural model: The results of the analysis showed that the impact of MCM factors on MCR was different between the chain hotels and dependent hotels 22 Discussing research results and general assessment of the reality of marketing communication management of high-class hotels in Hanoi Discussing research results Planning factor has a positive and strong impact on SR and BE, strongest on MCR The results are consistent with many previous studies Reid (2005), Vantamay (2011), Bruno (2009) proved that planning is an important factor that has a significant impact on MCR, in which Reid's research (2005) shows that planning is factor that has the strongest impact on MCR The impact of planning factors on MCR is different between chain hotels and independent hotels Quantitative research results are consistent with the reality of MCM in the planning stage and the MCR achieved by high-class hotels in Hanoi Organizational integration factors have a positive and moderate impact on SR, and have the same and weakest impact on MCR, there is no statistical evidence to suggest an impact on BE; the results are consistent with many previous studies such as studies of Reid (2003), Završnik & Jerman (2011), Vantamay (2011), Porcu (2019) The relationship between organizational integration and financial assets is not found, this result is consistent with that of Reid's study (2003) The impact of organizational integration factors on MCR is different between chain hotels and independent hotels Quantitative research results are consistent with the reality of MCM on organizational integration and MCR achieved by high-class hotels Consistent communication factors have the same and weakest impact on SR, strongest on BE and second strongest on MCR; the results are consistent with many previous studies Vantamay (2011) pointed out that consistency communication greatly impacted on sales revenue, brand awareness, high pricing, customer satisfaction and loyalty Duncan and Moriarty (1998) argue that: The key to cognitive management is sending and receiving messages on the basis of consistent communication This result is also consistent with the study of Lucia Porcu (2019) in the hotel industry The impact of consistent communication on MCR is different between chain hotels and independent hotels Quantitative research results are consistent with the reality of MCM in terms of consistent communication and MCR achieved by high-class hotels in Hanoi Interactive communication factors have the strongest and positive impact on SR, the weakest on BE and medium on MCR This result is quite different from previous studies of Reid (2003), Vantamay (2011), interactive communication only has a weak impact on MCR This can be explained that Reid and Vantamay's research were done 10-20 years ago when technology, the internet and handheld devices were not as popular as they are today This development with the impacts of the COVID-19 epidemic has led to a change in the buying behavior of customers who prioritize using interactive communication channels to quickly receive feedback Thus, the impact of interactive communicaiton on MCR has also become stronger The impact of interactive communication factors on MCR is different between chain hotels and independent hotels Quantitative research results are consistent with the reality of MCM on interactive communication and MCR achieved by high-class hotels in Hanoi Result evaluation factor of the MC control stage has a positive and weak impact on SR, ranking third in terms of impact on BE and the fourth in terms of MCR 23 This is a new point in this study compared to previous studies This finding is consistent with MCM theory because of the important role of evaluation in MCM This result is also consistent with the views of many authors when defining MCM (Tom Duncan, 2002; Pickton and Broderick, 2001; Bruhn (2009) The impact of esult evaluation factors on MCR is different between chain hotels and independent hotels Quantitative research results are consistent with the reality of MCM in terms of control and MCR achieved by high-class hotels in Hanoi General assessment of the reality of marketing communication management of high-class hotels in Hanoi Achievements Regarding MC planning: With groups of high-class hotels, a MC plan was made based on the hotel's mission, objectives and marketing plan For chain hotels alone, establishing measurable MC objectives Regarding the implementation of MC: With groups of high-class hotels, they has gained the trust and positive support of senior managers about MC; internal communication is well done; collaborative culture is encouraged and promoted; the hotel regularly contacts MC partners and intermediaries; The main media idea is broad enough to carry out small campaigns Especially, the chain hotels group has identified MC as the responsibility of all departments and employees in the hotel; maintain good consistency in all visual components; MC messages are clear, accurate and provide enough information to motivate customers to come to a buying decision; using a combination of tools, mass media, and personal communication Regarding MC control: With groups of high-class hotels, all subsequent MC planning and adjustment activities are built on the basis of MCR evaluation Especially, the chain hotels group has well built a target-based MCR evaluation criteria system, regularly conducting studies and surveys to assess customer perceptions and behavior towards hotel products and brands 2 Limitations and reasons Limitations Regarding MC planning: High-class hotels have not focused on SWOT analysis; MC planning has not been based on close monitoring of the stages in the customer's buying process; Determining and allocating budget is not based much on MC objectives and tasks The independent hotels group alone has not well established measurable MC objectives Regarding the organization of MC: With groups of high-class hotels, the consistency of the messages communicated through the tools is not high; the level of consistency of communication messages between departments is not high; integrating customer information into a unified and user-friendly database has not been well implemented; the database does not allow to fully understand information and buying behavior of customers; have not tracked and handled all customer feedback well For the independent hotels group, MC has not been identified as the responsibility of all departments; the level of message consistency in language communication 24 components is not high; the message is not clear, accurate and does not provide enough information for the purchase decision; tools, mass media and personal communication are not well combined Regarding MC control: With groups of high-class hotels, the regular assessment of the consistency of communication messages is not good For the independent hotels group, KPIs have not been developed and well used for evaluating MCR; have not regularly conducted research to survey customer perception and behavior The cause of the limitations Objective reasons: The COVID-19 epidemic has affected many aspects of economy, politics, social life, the number of tourists has dropped seriously, especially international tourists; new technologies require qualified and skilled human resources; change in customer behavior; Competitiveness in the hotel industry is becoming increasingly fierce Subjective causes: High-class hotels in Hanoi have financial difficulties; human resources with high technical qualifications to carry out digital MC are still thin; technology for MC of many high-class hotels is still limited, especially for independent hotels 25 CHAPTER SOME SOLUTIONS AND RECOMMENDATIONS TO IMPROVE MARKETING COMMUNICATION MANAGEMENT OF HIGH-CLASS HOTELS IN HANOI Forecasting development trends and changes in the hotel industry environment in Hanoi 1 Forecasting the development trend of the hotel industry in Hanoi In terms of both demand and supply, the hotel industry in Hanoi will make new strides in the future, and it is forecasted to have the ability to recover and develop strongly when the epidemic has been basically under control Forecasting changes in the hotel industry environment in Hanoi Changes in environmental factors have an impact on the implementation of MCM solutions of high-class hotels in the near future, including: the situation of the COVID-19 epidemic and the forecast of economic, tourism recovery, the development of science and technology, the political situation, the change in customer behavior, increasing competition in the industry and the development of MC service providers Solutions for perfecting marketing communication management of highclass hotels in Hanoi Solution group for marketing communication planning Firstly, make a MC plan on the basis of a SWOT analysis Secondly, make a MC plan on the basis of closely monitoring the stages in the customer's buying process Thirdly, establish measurable MC objectives Fourthly, identify and allocate budgets based on objectives and tasks 2 Solution group for organizing marketing communication 2 Organizational integration solutions 2 Consistent communication solutions Firstly, integrating messages transmitted through MC tools ensures consistency Secondly, integrating messages sent from all departments to ensure consistency Thirdly, maintaining consistency in all components of linguistic communication 2 Interactive communication solutions Firstly, integrating messages transmitted through MC tools ensures consistency Secondly, integrating messages sent from all departments to ensure consistency Thirdly, maintaining consistency in all components of linguistic communication Interactive communication solutions Firstly, building a system of KPIs based on objectives (KPIs) Secondly, regularly conducting survey studies to assess customers' perception of hotel's MC activities Thirdly, evaluating the planned messages to determine the level of consistency 4 Group of other solutions 4 Solutions to secure resources to for marketing communication management Firstly, financial solutions for MC Secondly, strengthen material and technical foundations for MC Thirdly, improve the quality of human resources and marketing skills Fourthly, supplement and perfect products and services 26 4 Solution for linking marketing communication between high-class hotels in Hanoi Recommendations to improve the marketing communication management environment of high-class hotels in Hanoi Recommendations to central state management agencies 1 Some recommendations to the Government Some recommendations to the Ministry of Culture, Sports and Tourism and relevant ministries Recommendations to the state management agencies of Hanoi Some recommendations to the People's Council, the People's Committee of Hanoi 2 Some recommendations to Hanoi Department of Tourism and related departments 27 CONCLUSION The dissertation "Marketing communication management of high-class hotels in Hanoi" has been completed meaningfully in theory and practice on the basis of achieving research objectives and tasks, specifically: Firstly, the dissertation has systematized scientific theories on MCM of hotels From there, the dissertation introduces the concept of MCM of the hotel, identifies the MCM framework of the hotel including main contents of planning, organizing, implementing and controlling the MC of the hotel, MCM is approached from a broad perspective integrated in the whole business to meet the actual requirements of the fact that additional studies approach this angle in the hotel industry Secondly, the dissertation has identified components of MCM including customer-centric planning, consistent communication, organizational integration, interactive communication, results evaluation and confirmation of the direction of the positive impact of these factors on the MCR of high-class hotels in Hanoi Of which, the outcome evaluation factor is added to the model, contributing to more clearly and fully the impact of the MCM's components on SR and BE, which is the basis for Managers identify more accurately and fully the content MCM to be improved Thirdly, the dissertation has analyzed and evaluated the reality of MCM of high-class hotels in Hanoi, especially the analysis of the situation according to two groups of chain hotels and independent hotels, contributing to further clarifying MCM reality of high-class hotels due to the difference in MCM of these two groups of hotels This is also the basis to come up with a more effective MCM solution for each hotel group Fourthly, the dissertation has proposed some solutions and recommendations to improve MCM for high-class hotels in Hanoi according to two groups of chain hotels and independent hotels Solutions are given on the basis of MCM reality of each hotel group and the impact of MCM factors on MCR for each hotel group Although certain results have been achieved and the research objectives are met, the dissertation still has the following limitations: Firstly, regarding the scope of the study, the dissertation is conducted with hotels in Hanoi and limited to high-class hotels In addition to the obtained results, the dissertation also has some limitations: Firstly, the results of this research have not clarified the suitability of the model with hotels of lower rank or with groups of hotels with different scales Secondly, this research also just stopped at studying the difference in the impact of the MCM's components on MCR between the chain hotels and independent hotels, without studying the impact of these factors and other factors such as hotel size to the relationship between the components of MCM and MCR as a moderating variable The limitations in the dissertation are suggestions for further studies on issues related to this topic such as: Studying the impact of the components of MCM on MCR for hotels of different types and sizes; Research on hotels in different locations is also proposed to provide more evidence to confirm the impact of the MCM components on MCR (SR and BE) in the hotel sector; Besides, the type or size of the hotels can be considered as a moderating variable in the relationship between the components of MCM and MCR in subsequent studies to evaluate the impact of these factors to the relationship THE LIST OF THE PH D CANDIDATE’S PUBLISHED SCIENTIFIC WORKS RELATING TO THE DISSERTATION (2019), Human resources for marketing communications of Vietnam hotels in the digital age, Yearbook of the National Conference on Corporate Human Resource Management in the context of international integration and industrial revolution Hoang Van Thanh, (2019), Marketing communication in the digital age - the direction for high-class hotels in Vietnam, Travel Magazine April 2019 (2020), Response of hotel marketing human resources to the industrial revolution 0, Yearbook of the National Conference on Improving the quality of tourism human resources in the context of Industrial Revolution (2021), Marketing communication - Lessons for high-class hotels in Hanoi, Travel Magazine, August 2021 (2021), The relationship between consistent marketing communication, brand awareness and loyalty: the case of luxury hotels in Hanoi, Yearbook of International Conference for Young Researchers in Economics and Business (ICYREB 2021) Hoang Van Thanh, (2022), Effect of Marketing Communication Management on Sales-Related Performance and Brand-Related Performance: A Case Study of Star and Star Hotels in Hanoi, Journal of Trade Science, No162 ... that have been rated or stars according to statistics of Hanoi Department of Tourism Scope of time: Secondary data were collected for the period 2016 - 2021; primary data was collected through... Dissertation structure In addition to the table of contents, the list of tables, figures, the list of acronyms, the introduction, the conclusion, the references, the appendix, the dissertation... BACKGROUND OF HOTEL MARKETING COMMUNICATION MANAGEMENT 1 Research overview 1 Studies on marketing communication management and marketing communication processes 1 1 Studies on marketing communication
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