INTEGRATED MARKETING COMMUNICATIONS PLAN | 2014 FOR SAIGONTOURIST TRAVEL SERVICE

TRƯỜNG ĐẠI HỌC MỞ TP HCM HO CHI MINH CITY OPEN UNIVERSITY UNIVERSITEÙ LIBRE DE BRUXELLES SOLVAY BRUSSELS SCHOOL ECONOMICS & MANAGEMENT MMA7 Authors: TRAN HOANG AN NGUYEN THI NGOC YEN INTEGRATED MARKETING COMMUNICATIONS PLAN 2014 FOR SAIGONTOURIST TRAVEL SERVICE MASTER PROJECT MASTER IN MARKETING & ADVERTISING Ho Chi Minh City (2014) PROJECT APPROVAL This is to certify that I have read and approved the final project of Ms Tran Hoang An and Ms Nguyen Thi Ngoc Yen entitled “Integrated Marketing Communications Plan 2014 for Saigontourist Travel Service” I recommend the project for acceptance in fulfillment of the requirements for the Master in Marketing and Advertising degree Tran Vinh Project Tutor COMMITMENTS We commit that this final project on “Saigontourist Travel Service’s Marketing Communications Plan 2014” has been done by ourselves in fulfillment of the Master degree in Marketing and Advertising only All analysis and recommendations are based on the information and data collected from the public and Saigontourist Travel Service No recycling for commercial uses should be allowed here ACKNOWLEDGEMENT We wish to express our great gratitude to our tutor – Mr Tran Vinh for his valuable guidance, advice and encouragement during the project Special thanks are extended to Professor Marianne Claes and other members of the Master in Marketing and Advertising program for your advice and strong support to complete this final assignment Deep appreciation and thanks also go to Mr Vo Viet Hoa – Deputy Manager of Outbound Division, Saigontourist Travel Service for providing us the desired data and information for this study Last but not least, we would like to send a special note of thanks to our families and friends for their constant love and encouragement LIST OF ABBREVIATIONS ASTA American Society of Travel Agents ATF Asean Tourism Forum B2B Business-to-business B2C Business-to-customer FDI Foreign Direct Investment FITUR Feria Internacional de Turismo en España GDP Gross Domestic Products ITB International Travel Berlin ITE International Travel Expo JATA Japan Association of Travel Agents MITT Moscow International Travel & Tourism Exhibition ODA Official Development Assistance OOH Out-of-home PATA The Pacific Asia Travel Association PR Public Relations TVC Television Commercial UNWTO World Tourism Organization USTOA United States Tour Operators Association VTA Vietnam Tourism Association WTM World Travel Market GLOSSARY Travel/ tourism Activity of a traveler who moves between different geographic locations, for any purpose and any duration The visitor is a particular type of traveler and consequently tourism is a subset of travel Domestic Tourism Activities of a resident visitor within the country of reference either as part of a domestic tourism trip or part of an outbound tourism trip Inbound Tourism Activities of a non-resident visitor within the country of reference on an inbound tourism trip Outbound Tourism Activities of a resident visitor outside the country of reference, either as part of an outbound tourism trip or as part of a domestic tourism trip Visitor A traveler taking a trip to a main destination outside his/her usual environment, for less than a year, for any main purpose (business, leisure or other personal purpose) other than to be employed by a resident entity in the country or place visited A visitor (domestic, inbound or outbound) is classified as a tourist (or overnight visitor), if his/her trip includes an overnight stay, or as a same-day visitor (or excursionist) otherwise Tourist A visitor (domestic, inbound or outbound) is classified as a tourist (or overnight visitor), if his/her trip includes an overnight stay Destination Management Company Professional services companies possessing extensive local knowledge, expertise and resources, specializing in the design and implementation of events, activities, tours, transportation and program logistics TABLE OF CONTENT COMMITMENTS ACKNOWLEDGEMENT LIST OF ABBREVIATIONS GLOSSARY INTRODUCTION A.THEORETICAL CONCEPTS I.Service characteristics & 7Ps in tourism marketing II.Customer life cycle & the touch point-driven communications planning 10 B.OVERVIEW OF SAIGONTOURIST’S CURRENT MARKETING STRATEGY 12 I.Vietnam tourism market & competitive analysis 12 II.Background of Saigontourist Travel Service Company 15 III.Current marketing strategy overview 18 1.Segmentation, target market & brand positioning 18 2.Marketing Objectives 19 3.Product & services portfolio 19 4.Pricing 22 5.Distribution channels 22 6.Promotional Mix 23 7.People 23 8.Process 24 9.Physical evidence 24 C.ASSESSMENT OF MARKETING COMMUNICATIONS ACTIVITIES FROM 2010-2013 25 I.Marketing communications objectives 25 II.Target audience analysis 25 Inbound tours 25 Domestic and outbound tours 25 III.Communications activities reviews 30 For inbound tours promotion 30 For domestic and outbound tours promotion 31 IV.Evaluation of communications effectiveness 34 D.RECOMMENDATIONS & EXECUTION PLAN FOR SAIGON TOURIST IN 2014 36 Recommendations for International Partners 36 Recommendations for End-users & Individual Travelers 36 Communications timeline, budget allocation & key indicators 38 REFERENCE 39 APPENDIX : ONLINE SURVEY QUESTIONNAIRE (1-15 DEC 2013) 41 INTRODUCTION Saigontourist Travel Service Co.,Ltd is a leading tour management company in Vietnam that have successfully operated in all three tourism fields including inbound, outbound and domestic travel The purpose of this project is to provide an intensive look into current communications strategy of Saigontourist and determine which brand touch-points should be further developed in the year 2014 to achieve its communications objectives in alignment with entire marketing goals All analysis results are based on public data and a web-based questionnaire Interviews with representatives from Saigontourist management have also been carried out to investigate current brand challenges and customers’ perceptions towards the brand’s core values At the end, some recommendations are proposed for Saigontourist Travel Service to enhance the brand value in the marketplace and keep business further growing A THEORETICAL CONCEPTS I Service characteristics & 7Ps in tourism marketing  Service definition & characteristics Services are acts or performances offered by one party to another, typically referring to both business to business (B2B) and business to consumer (B2C) services which include telecommunications services, financial services, transportation services, healthcare services or all types of tourism & hospitality services According to the World Tourism Organization (UNWTO), “travel” refers to the activity of travelers who move between different geographic locations for any purpose and any duration “Tourism” is a subset of “travel” and consequently, “tourist” is a subset of “traveler” Tourism as a service is characterized by the followings:  Intangible: This implies that service offerings cannot be seen, felt, heard, tasted or smelt before purchase Total service quality is purely a “promise” from provider, therefore it is essential for tourism marketers to promote “intangible” benefits of tourism as well as make the service more “tangible” to potential travelers  Inseparable: In tourism industry, the production and consumption happens almost simultaneously So there will be an active involvement of customers in creating the service product as a result, either by self-serving or co-working with service staffs in certain situations  Variable: Service quality varies from customer to customer according to employee performance, customer’s traits (needs, expectations, moods…) or other occasional elements (climates, political events …)  Perishable: Service cannot be stocked Therefore, if the moment of production and consumption is passed, revenue will be lost accordingly Three main challenges with services:    Challenge – Satisfaction: How to define service quality as it can only be measured through consumers Satisfaction is subjective to each consumer’s comparison between what they expect against what they perceive High satisfaction shall lead to retention and loyalty Challenge – Service encounter: Direct interaction between customer and the service provider via contact personnel, service system, service scape (tangible things) and other customers Challenge - Productivity: How to make a service more efficient in terms of service complexity, service capacity and allocation of activities  Tourism marketing & 7Ps concept As defined by James Makens et al in “Marketing for Hospitality and Tourism” (1999), marketing is “to design a product/service combination that provides a real value to targeted customers, motivates purchase, and fulfills genuine customer needs” Tourism marketing is an adaptation of basic marketing principles which have been long developed and practiced through the famous 4Ps marketing mix (Product-PricePlace-Promotion) However, when it comes to service marketing or tourism marketing 30 Figure 8: Types of information to search on internet Source: Vinaresearch (2013) - Use online travel service tools Travelers now tend to book all tourism services online such as package tours, airline tickets or hotels (self-arranged trips) Top reasons are: 24/7 convenience, service information availability, easy price comparison, fast and flexible payment, preferential price for online booking…  During travel - Most of travelers use internet during their trips by public wifi, hotel wifi or instant 3G connect - Top usage purposes: social networking, looking for address, visiting entertainment sites, checking and replying emails as well as working  After travel - Upon completing their trips, travelers are crazy about sharing their photos or captured videos to families and friends, sharing travel experience & feelings on travel websites and forums, clicking “Like” for favorite hotels, restaurants or leisure places in the destination III Communications activities reviews For inbound tours promotion Prestigious international travel fairs and exhibitions that Saigontourist attended to promote Vietnam attractions as well as advertise their services and seek for partnership:  WTM (World Travel Market – November – London, UK)  ITB (International Travel Berlin – Germany) & ITB Asean  MITT (Moscow International Travel & Tourism Exhibition – Russia)  FITUR (Feria Internacional de Turismo en España – Spain)  ATF (Asean Tourism Forum – member countries of Asean)  ITE (International Travel Expo – Vietnam) These exhibitions provide opportunities for the travel agencies to meet together, exchange the information and introduce about themselves to new market In 2012, Saigontourist Travel Service Company took part in the ITB Berlin in Germany to meet with international partners and customers in fields as travel, hotels and resorts, airlines Then, Saigontourist attended the International Tourism Exhibition MITT in Moscow, Russia In this exhibition, information about heritage, seas and 31 islands, unique destinations, excellent services and tours in Viet Nam were introduced to promote tourism potential of the country as well as to seek business opportunities for Saigontourist Besides, Saigontourist also participated in other big fairs such as International Tourism Ferienmesse in Vienna (Austria), MAP in Paris (France), Cruise Shipping Miami in the United State, World Travel Fair Professional in Shanghai (China), Roadshow in Sydney and Melbourne (Australia), etc Picture : Saigontourist booths at overseas travel fairs Source : Internet For domestic and outbound tours promotion Figure 9: Customer experience journey with Saigontourist & key touch-points 32  Awareness (Pre-service encounter) Thanks to its long presence in Vietnam, Saigontourist is not a brand new tour operators to majority of local people However, in recent years there has been an increasing number of tour agencies, especially those providing low-cost tours, having decided to take part in the game This leads to Saigontourist’s aggressive spending on both online and offline communication channels to enhance its image and core value to potential customers Advertising on mass media and various outof-home vehicles is typical in this stage Besides this, Saigontourist is also active in online channels such as its own websites, social media, reputable websites or even most-visited travel forums…  Explore (First journey with Saigontourist) In the first journey with Saigontourist, it is critical to take into consideration the whole experience of a tourist from booking stage (Is the price good enough? Can he quickly get a tour confirmation without any inconvenience?) until the moment he reaches home (Is he satisfied with total service?) It’s essential to deliver a seamless, consistent, world-class and differentiated service following strict quality management standards and co-marketing with key partners involved in the service quality such as banks, transport, insurance agents as well as destination management companies There are several online channels that seriously interfere with customers’ experience in this stage and need Saigontourist’s more significant investment in technology capabilities as well as labor force, to name a few: its booking portal, websites of relevant partners, social media… Picture 4: Travel with Saigontourist Source: Internet  Customization Another important indicator in defining a service provider’s quality is the level of customization based on customer data such as preferred travel seasons, 33 destinations, food likings, diseases … In the case of Saigontourist, so far they have been pretty quiet in developing such marketing tools  Brand engagement and loyalty The final stage in a customer life cycle is how he/she frequently interacts with the tour companies after first journey, develops love-hate emotions for the brand and make decisions to become loyal traveler or not In this stage, proper brand communication and community strategies are vital to get voice of customer and boost the brand engagement Key online touch-points include but not limited to Saigontourist’s official website, social channels (YouTube; Facebook Fanpage; LinkedIn page…), travel forums, smart phone apps for frequent travelers, e-newsletter …) Saigontourist is quite strong and efficient in managing these network sites in terms of number of subscribers, inquiry response time, fans’ content sharing, content generation, timely update … Picture 5: Saigontourist Travel Service’s Facebook Fanpage with >4000 fans Source: https://vi-vn.facebook.com/saigontourist.sts Picture 6: Saigontourist Travel Service’s Youtube Channels Source: https://www.youtube.com/user/LuhanhSaigontourist 34 Picture 7: Saigontourist Travel Service’s Official blog Source: http://www.blogdulich.com/ In addition to online activities, Saigontourist is also professional for developing their own publicity materials such as Tour Programs edition, Local tour bulletins… The membership programs which is targeted at frequent travelers serve an ultimate purpose of retaining customers and building brand loyalty Upon registering for this program, a traveler shall be entitled to privilege services from Saigontourist plus frequent brand contact via newsletters, emails… Picture 6: Saigontourist membership cards Source: http://www.saigontourist.net/thekhachhang/ IV Evaluation of communications effectiveness  Good points  Brand awareness - Upon being asked about tour company awareness, more than 90% target audience responded they knew the brand of Saigontourist, and almost 65% revealed this is their “top-of-mind” brand This means Saigontourist has a significant edge against local competitors in terms of awareness generation in the public, which is the first step for purchase intentions further on  Entire service experience 35 More than 60% target audience stated that they were “satisfied” or “totally satisfied” with entire service quality of Saigontourist What they expect about tour services is exactly what they perceive in reality As viral marketing or words-of-mouth is one key reference upon choosing tour companies, Saigontourist had successfully established its prestige in the market & get everyone say good things about it  Customers’ perceptions about brands - When describing about Saigontourist brand in some adjectives, the most received answers are:  Famous  Prestigious  Friendly  Quality  Professional  Premium  Popular - This is really good return on Saigontourist’s marketing efforts in general and communications tactics in particular Positioned as a premium travel service provider, the brand has almost reached its target and established the desired image in the heart and mind of customers  Improvement points  Digital pro-activity Online channels of Saigontourist are mostly one-way communication with content created mainly by the brand It needs to develop more interactivity with customers and get the brand involved more in their daily lives whenever and wherever they are In this perspective, Saigontourist should make use of applications on smart phones or tablets for more reach Customers should also participate in generating their own contents and engage in more advocacy activities  Individual travel needs customization Currently Saigontourist don’t possess any tools to frequently collect and update customer data A new trend in marketing is customization, meaning the brand should individualize each customer’s experience based on their preference for the products or service Saigontourist should build up a strong database with information such as customers’ favorite destinations, seasons, budget, taste, food liking, diseases… to optimize their next experience with the brand 36 D RECOMMENDATIONS & EXECUTION PLAN FOR SAIGON TOURIST IN 2014 I Recommendations for International Partners II Recommendations for End-users & Individual Travelers Most of individual customers prefer Saigontourist to the other travel planners based on their relatives’ recommendations or printing adversetisements Other than that, the high-level reputation and the safety commitment of Saigontourist are two of the key factors determining the customers’ decision although they are quite concerning on the high- price exclusive packages Given the above, the communication strategy of Saigontourist for the 2014 year should focus on activities attractingmore new customers, rapporting relationships with loyal customers and maintaining the outstanding quality of travel services  Advertising Saigontourist need to continuously broadcast printing advertisements on the newspapers, magazines, especially on the high-class magazines to inforce its brand image This should be considered as the ultimate action taken at the moment as Saigontourist happens to lose its value due to a recent survey results The voters have stayed in mind that Saigontourist is not dynamic, creative and fresh as it is operating as a State owned company.l The advertising campaigns on newspapers and magazines are included but not limited to:    Tuoi tre, Thanh nien: these are daily newspapers, Saigontourist can post the general information of promotion tour, new packages for the customers’ references Tiep thi Gia Dinh, Cosmopolitan, Bazzar, Elle, Heritage: the high –class magazines will attract more customers for the brand of Saigontourist They also have a high rate of customers who are female and interest in travel and enjoying modern lifestyle Travel + Leisure, Asia Travel, Travellive: posting the advertisements on these international travel magazine in order to introduce for international customers about Saigontourist image and services With respect to the digital marketing, Saigontourist may take actions of posting banners on the high-profile websites recognizing with outstanding customer views by concisely eye-catching promoted tours and special offers The more customer views being attracted, the more “right” clicks are back to Saigontourist’s website to obtain full information and sales then increase It is recommended that online customers are back-office personals, online advertising are prudently convenient for them to catch the travel information Examples of relevant websites are included below, but not limited to:     Daily online news: vnexpress.net, dantri.com.vn, thanhnienonline.com.vn, tuoitre.vn, afamily.vn, kites.vn, ngoisao.net… Travel website: vntravellive.com, chudu24.com… Vietnamese Government Travel website: vcci.com.vn Online forums: webtretho.com, diendan.eva.vn… 37 TVC is also a good channel for strengthening the image of Saigontourist Nowadays, cable TV is more popular with people Saigontourist can put the TVC on these channels like MTV, HBO, Starworld, National Geographic Channels, and Discovery channels These channels are suitable for Saigontourist advertising at international level  PR Campaign To align with the guidelines of nation-wide Vietnam tourism strategies for the 2014 year with the focus on boosting domestic/ inbound travelers, Saigontourist should concurrently build PR campaigns on nationally special events (i.e., exclusive package tours are promoted to enjoy local/regional Vietnamese cultures through nation-wide destination, including Flower Festival in Da Lat City, Da Nang Firework Festival, Ha Long Bay Festival, etc.) The events can be a sponsorship for the festivals, making a special travel packages for the customers who will have more benefits than other travel agencies can offer their customers Besides, some articles need to be created based on these events which have the topics “Vietnam – destination of cultures”, “Flower festivals for New Year”, “Visiting Vietnam cultures”… Besides, some online/ paper advertorials are encouraged to be prepared to focus on the national topics “Vietnam – destination of cultures”, “Flower festivals for New Year”, “Visiting Vietnam cultures”… On famous social forums, Saigontourist may create “hot and eye-catching” topics surrounding the travel concepts/ queries for the subsequent travel seasons, such as the travel advisors, places for best travel in years and so on These topics are managed by the responsible communications team of Saigontourist and easy linked backto Saigontourist social pages (facebook, twitter, blogs, official website and sub-websites) to publicly give comments, review, and advices etc to the customers…  Loyalty-building activities Saigontourist loyal customers play an important part for developing Saigontourist brand and revenue That is the main reason that Saigontourist need maintaining the customer loyalty, satisfying their requirements and earning their choice of reusing its travel services For e-communications, caring clients is also an important concern Database of the loyal customers is required to continuously keep posted Comments and feedbacks, as well as the personal information, of the service-used customers should be encouraged to collect Direct emails of new package tours for each seasons and the corresponding promotion for service-used customers should be kept sending out on a regular basis Early birds are encouraged with discount on price, etc On occation of the customers’ special events (i.e., birthdays, or personal events), Caring Customers Department should take action of sending greetings cards, including a promotion price to the extent that they take the chance to travel with Saigontourist next time 38 With respect to the official website of Saigontourist, the new information on tours and promotion as well as customers’ good feedbacks should be updated daily with special care Of note, the individual travelers tend to approach the information right in their hands nowadays And just a click with a call afterwards, the reversation of a tour will likely to be finally decided once sufficient data is made available In addition, the website should share more information of the tour destination, the specialities and other on-tour data And the website should be designed for easy approaches via mobile phones, which enhance the ratio of online customers’ reach Besides, Saigontourist should build their application for the customers to use on their smart phones The application links to the users tracking new promotion programs, member information It can create the networking between the company and the customers easily Customers’ events are effective for keeping in touch with the customers These activities have to celebrate annually In the events, Saigontourist give thanks to their customers for supporting the travel services in the whole year The customers also can invite their friends, families who have an intention of traveling in the next year so that Saigontourist give their good offers for them when they register directly at the events The customer service receive the evaluation of the customers’ satisfaction in order to improve the service quality and update complete customers’ database III Communications timeline, budget allocation & key indicators Activities Description Budget (‘000 USD) Print ads 400 TVC 2,000 PR articles 200 Advertising Forum topics PR Campaign Loyaltybuilding activities 100 Festival sponsorships 500 Ecommunications 500 International travel organization Customers events Total cost (‘000 USD) Timeline Q1 Q2 Q3 Q4 Success Criteria Comments, feedback of customers Cable TV customers rating Awareness after the campaign Ratings on the forums Sales revenue after events Customers database and usage ratio on mobile devices 500 Sales revenue after events 200 Sale revenue after events 4,400 39 REFERENCE 1, George E Belch & Michael A Belch (2003), Advertising and Promotion – An Integrated Marketing Communications Perspective – Sixth Edition, McGraw-Hill/Irwin 2, David A AAker (1996), Bulding Strong Brands – Free Press 3, Philip Kotler, Veronica Wong, John Saunders, Gary Armstrong (2005), Principles of Marketing – Fourth European Edition, Prentice Hall 4, Christopher Lovelock, Lauren Wright (1994), Principles of Service Marketing and Management – Prentice Hall 5, Nielsen Holdings (2012), Know Your Consumer Grow Your Business- An Uncommon Sense of The Consumer-2012 Pocket Reference Book: Vietnam 6, World Tourism Organization (2013), Annual Report 2012 7, World Tourism Organization (2012), 6th UNWTO Asia-Pacific Executive Training on Tourism Policy and Strategy- Country Presentation: Vietnam Tourism Master Plan to 2020 8, W&S Market Research (2013), Local Internet and Travel 9, Nielsen Holdings (2013), Know Your Consumer Grow Your Business- An Uncommon Sense of The Consumer-2013 Pocket Reference Book: Vietnam 10, Business Monitor International (2013), Vietnam Tourism Report Q42013 – Includes Year Forecasts to 2017 11, Visa (2010), Tourism Outlook Vietnam 12, W&S Market Research (2013), Report On Vietnamese Travel Trend 2013 13, Website: Strategic Marketing Planning for the Tourism Industry http://www.ruf.com/pdf/articles/strategic%20marketing%20planning%20for%20the%20to urism%20industry.pdf 14, Website: Understanding Consumer Behavior in Service Encounters http://rubybuccat.wikispaces.com/file/view/Services+Marketing+-+Chapter+2.pdf 15, Website: Optimizing the digital and social customer experience http://www.socialmarketingforum.net/2013/02/optimizing-the-digital-and-social-customerexperience/ 16, Website: The consumer decision journey http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey 40 17, Website: The Ten “P’s” of Travel, Tourism and Hospitality Marketing http://www.extension.iastate.edu/NR/rdonlyres/458279F5-112D-4B5F-AC85F95C06BC64FA/75277/The_Ten_Ps_of_Tourism_Marketing.pdf 18, Website: The business value of customer data http://www.cutter.com/content-and-analysis/journals-and-reports/cutter-benchmarkreview/sample/cbr0510a.html 19, Website: Matching content to the customer life cycle http://searchenginewatch.com/article/2296649/Matching-Content-to-the-Customer-LifeCycle 20, Website: Vietnam National Administration of Tourism http://www.vietnamtourism.gov.vn/english/ 21, Website: Understanding tourism – Basic glossary http://media.unwto.org/en/content/understanding-tourism-basic-glossary 22, Website: Vietnam Tourism Association http://www.vita.vn/ 23, Website: Saigontourist Travel Service http://saigontourist.net/ 24, Website: Vietravel http://www.vietravel.com.vn/vn.aspx 25, Website: Benthanh Tourist http://vn.benthanhtourist.com/ 26, Website: Fiditour http://www.fiditour.com/ 41 APPENDIX : ONLINE SURVEY QUESTIONNAIRE (1-15 DEC 2013) Research project: Vietnam tourism market Master of Marketing and Advertising – Solvay Business School 2012 – 2013 * Required Gender * o Male o Female Age * o under 20 o from 20-30 o from 30-40 o from 40-50 o upper 50 Career Address of residence or working * Average income per months? * o not have o under million VND o 5-10 million VND o 10-15 million VND o upper 15 million VND o Other: Have you traveled within months recently? * o Yes o No If you traveled in the last months, where did you go?* o Vietnam o foreign countries 42 Which occasions that you usually travel? * Do you plan trip for yourself or book tour through a travel agency? * If you go by yourself, please transfer to question number 12 o by myself o booking tour 10 Which criteria you choose a tour agency? o have a prestige brand name, have operation license o tour agenda is suitable for your trip’s purpose o commit for the service quality and safety for customers during the tour o recommended by relative or family 11 Which channels you book for your trip? o direct booking at the company o booking through agencies o online booking o booking through telephone o Other: 12 When talking about tourist agencies, which brand that you will mention first? * Just giving name 13 Do you know any other brand? * 14 How you know about these brands (mentioned at question 12 – 13)? * o from friends, relatives o print ads on newspapers, magazines o TVC o Billboard o Marketing activities (promotions, events ) o Internet o from sales, marketers o Other: 43 15 Which familiar level that you recognize Saigontourist brand?* Note: if “never heard before”, you stop doing survey here! If “heard but never tried before”, go to question 19! o never heard before o heard but never tried before o sometimes use this product/ service o often use this product/ service 16 Which Saigontourist’s products/ services you know? Please not search information on Saigontourist website and other resources 17 Describe Saigontourist brand in adjectives 18 Where have you been seen advertising of Saigontourist? Newspapers o Magazines o TV o Radio o Billboard o Online o events held by Saigontourist o Other: 19 Please give your feedback about the service of Saigon Tourist Totally not satisfied Attitude of tourgide Trip organization F& B organization Accommodation Not satisfied Neutral Satisfied Totally satisfied 44 Totally not satisfied Not satisfied Neutral Satisfied Totally satisfied Price  Survey Link: https://docs.google.com/forms/d/14maADiJqmaM_bFhEwk2a6XW9XLeAAqcOy BuF96Q7ESE/viewform  Survey Report Link (to view analytics): https://docs.google.com/forms/d/14maADiJqmaM_bFhEwk2a6XW9XLeAAqcOy BuF96Q7ESE/viewanalytics