Luận văn những giải pháp hoàn thiện hoạt động marketing tại khách sạn dân chủ công ty du lịch hà nội

BO GIAO DUC VA DAO TAO TRuttioG »ai hoc kinh tB quoc dan ■ ■ ■ TRAN HUY OQC NH0NG GIAIPHAP HOAN THIEN HOAT DONG MARKETING TAI KHACH SAN DAN CHU CONG TY DU LICH HA NOl ■ ■ Chuyen nganh: Quan tri kinh doanh Du lich - khach san : 5.02.05 Ma sd LUAN VAN THAC ST QUAn TRI KINH DOANH Ngtfo'i h tfo'ng dan khoa hoc: ’ DAI HOC KtQd TRUNG TAM GS.TS NGUYEN VAN DINH i^ONGJNWW! Ha - 2004 aim Em xin tran cam cm su huomg dan, chi bao tan tinh cua thay giao GS.TS NguyBn Van Dinh, cac thay co giao Khoa Du lich - Khach san, Phong Quan ly Dai hoc va Sau dai hoc - Dai hoc Kinh te Quoc dan Ha Noi, ; Su nhiet tinh giup do, ung ho cua Ban giam doc, can bo cong nhan vien Khach san Dan Chu - Cong ty Du lich Ha Noi Dong thdi, hoc vien cung tinh cam quy bau giup suot qua trinh hoc tap cung nhu hoan luan van *£&£ earn Toi xin cam doan Luan van la cong trinh nghien ciru cua ca nhan toi Cac so lieu, ket qua neu Luan van deu trung thuc va co nguon goc ro rang Hoc vien TRAN HUY OUC DANH MUC BANG Bang 1: Co cau nguon nhan luc khach san Dan Chu 58 Bang 2: Tinh hinh thuc hien doanh thu va chi phi nam 2001; 2002; 2003; 59 va Qui 1,2 nam 2004 Bang 3: Phan tich doi thu canh tranh cua khach san Dan Chu 66 Bang 4: Co cau khach theo quoc tich cac nam 2001; 2002; 2003 va qui 1,2 69 nam 2004 Bang 5: Co cau hang phong cua khach san Dan Chu 75 Bang 6: trang thiet bi phong o cua khach san Dan chu 76 Bang 7: Phan tich thuc trang cac san pham, dich vu cua khach san Dan Chu 77 Bang 8: He thong chinh sach gia cua khach san Dan Chu 80 Bang 9: Ngan sach cho hoat dong marketing cua khach san Dan Chu 83 Bang 10: Tong hop moi trud'ng Marketing cua khach san Dan Chu 84 Bang 11: So ltrong khach theo quoc tich du kien don nam to'i 95 Bang 12: Ke hoach doanh thu va lqi nhuan cua Khach san Dan Chu 03 nam tori 96 Bang 13: Phan bo ngan qui hoat dong Marketing cua Khach san Dan Chu 115 Bang 14 : Co cau chung loai phong Khach san Dan Chu 119 Bang 15 : Co cau gia cua khach san Dan Chu 120 DANH MUC BIEU Bieu 1: Tinh hinh thirc hien doanh thu va chi phi nam 2001; 2002; 61 2003; va 06 thang dau nam 2004 Bieu 2: Co cau khach theo quoc tich nam 2001, 2001, 2003 va Quy 1, 69 nam 2004 Bieu 3: Ty le cac kenh phan phoi 70 Bieu 4: Ngan sach Marketing cua khach san Dan Chu 84 DANH MUC SO DO So 1: Mo hinh co cau san pham cua khach san 13 So 2: Quan diem qua trinh kinh doanh hien dai 22 So 3: Cac buoc cua tien trinh quan tri Marketing 23 So 4: Cac hoat dong Marketing khach san 34 So 5: He thong thong tin Marketing cua khach san 35 So 6: Qua trinh nghien ciiu Marketing cua khach san 36 So 7: Co cau to chiic bo phan Marketing va ban cua khach san 43 So 8: Co cau to chtrc bo may quan ly khach san Dan Chu 57 So 9: Cac kenh phan phoi cua khach san 70 So 10: Co cau to chuc bo may Marketing va ban hang cua khach san Dan Chu 82 So 11: He thong thong tin Marketing cua khach san Dan Chu 97 So 12: Qua trinh nghien cun Marketing de xuat cho khach san 98 So 13: Mo hinh chinh sach gia theo doi tuqng khach 104 So 14: Quy trinh dinh gia ban san pham khach san 105 So 15 : To chuc bo phan Marketing va ban 112 So 16 : Ba loai hinh Marketing khach san 112 So 17: Quy trinh xay dung chien luqc Marketing 122 MUC LUC PHAN MO DAU KET CAU CUA LUAN VAN CHUONG 1: CO SO Lt LUAN VE HOAT DONG MARKETING TRONG KINH DOANH KHACH SAN 1.1 Nhirng khai niem co ban kinh doanh khach san 1.1.1 Khach san 6 1.1.1.1 Khai niem 1.1.1.2 Dac diem khach san 1.1.2 Kinh doanh khach san 1.1.2.1 Khai niem 1.1.2.2 Dac diem cua kinh doanh khach san 1.1.3 San pham khach san 12 1.1.3.1 Khai niem 12 1.1.3.2 Dac diem cua san pham khach san 14 1.1.4 Thi trudng cua khach san 15 1.2 Cac van de co ban ve Marketing & Marketing kinh doanh khach san 18 1.2.1 Noi dung ca ban va viec ung dung Marketing hien dai vao kinh doanh khach san 1.2.1.1 Noi dung co ban cua Marketing hien dai 18 18 1.2.1.2 Nhung dac co ban cua hoat dong Marketing hien dai kinh doanh khach san 28 1.2.2 Noi dung cdc hoat dong Marketing kinh doanh khach san 33 1.2.2.1 Thu thap thong tin Marketing va nghien cult Marketing 34 1.2.2.2 Cac hoat dong Marketing co ban khach san 36 1.2.2.3 Dieu khien va quan ly cac hoat dong Marketing cua khach san 42 1.3 Y nghia cua viec nghien cun hoat dong Marketing kinh dnrnO khach sag va gh&gg van On can luu y ap dugg Mroktiigg iongg kigh dnmh khach sag d ViCi grm iongg giri Onag hiCg gry 44 CHU0NG 2: THUC TRANG HOAT HONG MARKETING CUA KHACH SAN DAN CHU 2.1 Gidi ihiCu iogg qurg ve khach sag Dag cha 48 48 2.1.1 Lich sii hinh va phat trien 48 2.1.2 Dieu kien kinh doanh cua khach san 49 2.1.2.1 Co so vat chat ki thuat va nguon von cua khach san 49 2.1.2.2 Co cau to chdc quan ly va nguon nhan luc 51 2.1.2.3 Tinh hinh ket qua kinh doanh cua khach san 59 2.2 Thuc ioagg hnai Ongg Mroktimh car khach sag 2.2.1 Phan tich moi trudng Marketing vi mo cua khach san 61 61 2.2.1.1 Moi trudng kinh te 61 2.2.1.2 Moi trudng chinh tri & luat phap 62 2.2.1.3 Moi trudng khoa hoc- cong nghe 63 2.2.1.4 Moi trudng van hoa- xa hoi 63 2.2.1.5 Dieu kien tu nhien, tai nguyen moi trudng 64 2.2.1.6 Moi trudng toan cau 64 2.2.2 Phan tich moi trudng Marketing vi mo cua khach san 64 2.2.2.1 Phan tich do'i thu ccnh tranh true tiep cua khach san 65 222.2 Phhn tfeb thire traiin thi trr^ong; ccia kkach san 69 2.2.2.3 Phant^ch lha’etranh ecctrunn gum Maa^t^n cua kl-uidi san 70 2.2.2.4 Plum tlcci tkhe Iraan sw tnrdnn Mankhtinh nni bo cua khach san 2.2.3 Danh gia chung ve moi trud'ng Marketing cua khach san 01 84 2.3 Nhugg Oagh gia chugg ve hnai Ongg Mroktiigg iai khach sag Dag Cha 85 2.3.1 Nhung Uu diem 85 2.3.2 Nhung ton tai 86 2.3.3 Nguyen nhan cua nhung ton tai 89 CHUONG 3: NHUNG GIAI PHAP HOAN THlfeN HOAT DONG MARKETING TAI KHACH SAN DAN CHU - CONG TY DU LICH HA NOI 90 3.1 xu hudng phat trien cua du lich Viet nam va thu Ha noi thdi gian toi 90 3.2 Muc tieu, phuoTig hirong va nhiem vu cua Cong ty du lich Ha noi va Khach san Dan Chu thdi gian toi 94 3.3 Nhung giai phap nhhm hoan thien hoat dong Marketing cua khach san Dan Chu 96 3.3.1 He thong cac giai phap chien luoc va dinh huoiig chung ve hoat dong Marketing cua khach san 96 3.3.1.1 Trien khai xay dung he thong thong tin Marketing, day manh hoat dong nghien cun va phan tich thong tin Marketing 96 3.3.1.2 Day manh cong tac phan doan thi trudng, lua chon thi trudng muc tieu va dinh vi san pham dich vu cua khach san 98 3.3.1.3 Xay dung, tuyen bo va theo duoi muc tieu Marketing 102 3.3.1.4 Xay dung, bo sung va hoan thien cac chinh sach Marketing nhdm tim chien luoc Marketing hdn hop hop ly cho khach san 103 3.3.1.5 Coi cong tac xay dung chien luoc Marketing; ke hoach Marketing cho khach san 108 3.3.1.6 Co cau to chuc hop ly hieu qua bo phan Marketing va ban hang cua khach san 110 3.3.1.7 Day manh dinh hudng thuc hien quan diem Marketing toan khach san 112 3.3.1.8 Xay dung co che lap va phan bo ngan quy cho hoat dong Marketing cua khach san mot each hop ly va hieu qua 3.3.2 He thong cac giai phap mang tinh cu the va ngan han 3.3.2.1 Hoan thien va chuan hoa he thong cac mSu bao cao, 114 115 - Co chfnh sach va che khen thudng, ky luat kip thcri doi vdi nhung tich va sai pham cua nhan vien Marketing Dac biet luu y tdi hieu qua hoat dong Marketing cua tumg nhan vien de co nhung chinh sach khen thudng, ky luat cu the, cd nhu vay mdi tao dong luc cho ho lam viec - Chi dao sat xao viec tao lap va giu gin cac mdi quan he khach hang truyen thong va cac mdi quan he mdi 3.3.2.4 Tang cudmg hieu qua cua cac chinh sach Marketing hdn hqp va cac quyet dinh Marketing De dam bao su hieu qua cua hoat dong Marketing thi ben canh nhung giai phap khac giai phap tang cudng hieu qua cua cac chinh sach Marketing co ban cung la mot nhung giai phap mang tinh tarn ddi vdi khach san Dan Chu giai doan hien nay, cu the la: Thur nhat: Ddi vdi chinh sach san pham Qua phan tich thuc trang san pham dich vu cua khach san ( xem bang 8) cung nhu phan tich so sanh vdi san pham dich vu cua ddi thu canh tranh Trong thdi gian tdi khach san can: - Ddi vdi dich vu luu tru: Danh gia tong the thuc trang chat luqng co sd vat chat ki thuat phdng ngu cua khach, mot sd trang thiet bi, tien nghi phdng thuoc khu vuc toa nha giap Trang Tien trudng hqp khong the bao tri, sira chua thi phai thay tranh viec gay anh hudng xau den hinh anh ve chat luqng ddi vdi khach Tuy nhien, tien hanh cong viec khach san cfin can nhSc thdi gian khau hao cho tai san mdi, cung nhu gia tri tai san lai, bdi le khach san dang thdi gian lap ke hoach sua chua ldn Ngoai ra, trang bi cac thiet mdi khach san cung can phai tinh den su dong bo va hai hoa vdi trang thiet bi lai Hien nay, khach san mot sd phdng chua lap bon tarn, vay viec dinh hudng tdi thi trudng muc tieu nhu Nhat ban thi dac diem se trd 01 diem yeu ddi vdi dich vu luu tru Khach san nen tinh toan lai co cau chung loai phong giua cac loai: Standard; Superior; Deluxe; Suite; va Signature suite nhu sau: 118 BANG 14 : C0 cXu CHUNG LOAI FHdNG KHACH SAN dAn CHU So luong (phdng) Ti ( e giUa cac ( oai phdng (%) Loai phdng So (Uctng cu So luong mdi Ti I e cu( %) Ti I e mdi( %) Signature suite 1 1,78 1.8 Suite 7,1 8.9 Deluxe 12 16 21,4 28.6 Superior 21 19 37,5 33.9 Standard 18 15 30,4 26.8 Viec thay doi co cau chung loai phong lam thay doi co cau doanh thu cua khach san va no se hoan toan phu hop vdi muc tieu chung cua khach san giai doan la toi da doanh thu - Doi vdi dich vu an uong: Do han che ve mat co so vat chat ki thuat phuc vu hoat dong kinh doanh an uong tai khach san, chinh vi vay de tang hieu qua cua hoat dong kinh doanh cua linh vuc nay, khach san can tang cudng nghien cuu nhu cau an uong cua khach hang de da dang hoa cac loai hinh san pham dich vu an uong, dong thdi gia tang hieu qua su dung chd ngoi nha hang thong qua nhung hoat dong khuyen mai Trong thdi gian qua khach san cung da trien khai mot so hinh thuc an tu chon nhu: An trua tu chon, an toi thu bay, chu nhat danh cho gia dinh Tuy nhien, theo toi khach san can chuyen mon hoa hon nua doi vdi: + Dich vu phuc vu tiec luu dong: boi le khach san co the su dung co sd vat chat ki thuat cua khach hang, khac phuc diem yeu ve CSVCKT an uong hien co cua khach san + Trien khai hop tac dau thau phuc vu doi vdi nha an rieng cua mot so' co quan, to chuc tren dia ban Ha Noi - Doi vdi dich vu Sauna - Massage: Hieu qua cua hoat dong hien la kha cao, nhien qua tim hieu thuc te y kien khach hang cho rang: Nhan vien massage cua khach san tuoi ddi trung binh kha cao ( khoang 35 tuoi) vay gay tam ly khong to't vdi khach, chinh vi vay, khach san can co ke hoach luan chuyen nhan vien cho hop ly Ngoai ra, dien tich phong 119 Sauna - Massage cua khach san la tuong doi hep, vay khach san can nghien cuu viec bo tri, sap dat cac trang thiet bi phong cho hop ly tao mot khong gian thoang dat cho khach str dung dich vu - Dich vu hoi nghi, hoi thao: Day chi la mot nhung dich vu bo sung he thdng san pham dich vu cua khach san, song no lai la mot nhung dich vu quan tao su “tron goi” mat cua khach hang Chfnh vi vay, viec bo sung mot sd trang thiet bi tien nghi nhu: de giam chi phf dau tu khach san cd the ky hop ddng hop tac phuc vu vdi mot sd nha cung cap cac trang thiet bi - Dich vu khach hang khac: Hien cac dich vu duqc khach san trien khai kha day du so vdi nhu cau cua khach hang nhu: Business center; dich vu lu hanh; cham soc sSc dep Tuy nhien, qua danh gia thuc te cac dich vu nay, theo hoc vien khach san nen tang cubng su chuyen nghiep doi vdi cac nhan vien phuc vu tirng dich vu nay, nham tao mot chat luong phuc vu cao hon thdng qua cac hinh thde dao tao cho nhan vien Thtr hai: Doi vdi chinh sach gia Vdi chfnh sach gia nhu hien khach san dang ap dung, ddng thdi de tang cudng hon nua hieu qua cua chfnh sach gia, khach san can cd ke hoach gia cu the cho tirng doi tuong khach hang kem theo la nhung lqi fch tuong dng tur san pham dich vu ma khach hang dang mong doi vdi miic gia phai toan Khach san nen cd che gia ap dung nhu sau: BANG 15 : C0 CAU GIA CUA KHACH SAN DAN CHU Mdc gia K hach hang Khach di le R1 Khach di doan R2 Hang du lich d dai R3 erngan R4 cr dai R5 dngan R6 Khach le Ca quan, to chore Khach doan Internet, Website R3 Khach khong giur phong trudc R7 Phu thuoc vao tung trifdng hop cu the de dira mire gia./ Khach khac 120 Trong do: Rj (i nhan gia tri th den 7) la cac muc gia khac Vdi co cau mo hinh co cau gia tren, khach san se d£ dang hon viec chao gia dich vu cua khach san va chac chan se lam cho chinh sach gia hieu qua hon Thu’ ba: Chinh sach phan phoi Khach san cfln tang cudng cong tac quan ly kenh phan phoi, phan cong trach nhiem cho mOi nhan vien bo phan Marketing-Sales quan ly mot so kenh nhat dinh Khach san co the phan cong trach nhiem quan ly kenh nhu sau: Nhan vien 1: Chiu trach nhiem quan ly kenh 01, kenh 06 va kenh 07 (Chiem 50,21 %) Nhan vien 2: Chiu trach nhiem quan ly kenh 02; kenh 03; kenh 04 va kenh 05.(Chiem 49,79%) Ngoai ra, khach san cung can co nhung chinh sach hO tro cu the viec phat trien kenh phan phoi Thu: tu: Tang cudng viec su dung cac cdng cu xuc tien hOn hop va hieu qua hoat dong cua chung Khach san cdn tang cudng viec thuc hien xuc tien hOn hop dac biet la hoat dong quang cao tren mot so website; tap chi xuat ban bang thu tieng ma khach hang muc tieu co the d6 dang tiep can 3.3.2.5 Chuan bi cac dieu kien can tlhifit cho viec xay dung chien lucre vd ke hoach Marketing thdi gian khach san dau tu xay dung lai Theo ke hoach du kien sap duoc phe duyet, thdi gian tdi khach san se tien hanh viec dau tu xay dung mdi lai toan bo khach san Dan Chu tai 29 pho' Trang Tien vdi du kien tuong lai se la khach san 04 vdi qui mo gap 03 lan qui mo hien tai Do vay, khach san cung can co ke hoach chuan bi trien khai cong tac Marketing thdi gian nay, dac biet la viec xay dung chien luoc va ke hoach Marketing De co duoc mot chien luoc va ke hoach Marketing co tinh kha thi cao, khach san can tuan thu chat che qui trinh xay dung chien luoc va ke hoach nhu sau: 121 SO DO 17: QUY TRINH XAY Dl/NG CHIEN LUQC MARKETING Ket qua cua qui trinh se cho phep khach san lua chon duqc mot chien luqc Marketing mang tinh tong the va kha thi 3.4 MOT SS) KIEN' NGHI 3.4.1 Voi cu quan quan ly nha nudc - Can thuc hien hieu qua vai tro chufc nang quan ly nha nudc linh vuc duqc nha nudc giao nhiem vu, dac biet la doi vdi nganh du lich San pham du lich la san pham mang tfnh tong hqp cao, cfin co su phoi hqp cua cac nganh cac cap chfnh quyen, do vdi vai tro la co quan quan ly nha nudc ve du lich, Tong cuc du lich Viet nam - cap trung uong, cac Sd du lich, Sd thuong mai - du lich c£n lam tot vai tro dieu phoi su tfch cuc hqp tac cua cac ban nganh dia phuong, co nhu vay mdi tao hinh anh tot ve Du lich Viet nam, va chfnh hinh anh la mot cong cu hd trq cho hoat dong Marketing cua cac doanh nghiep - Tong cuc du lich can day manh viec thiet lap he thong cac van phong dai dien du lich quoc gia tai cac quoc gia duqc coi la nhung thi trudng du lich diem cua khach du lich quoc te den Viet nam nhung nam tdi - Hoan thien sdm he thong luat va cac van ban qui dinh ve linh vuc Marketing kinh doanh du lich, nham tao mot moi trudng hap dan cho cac doanh nghiep du lich 122 - Tong cuc du lich, So du lich, So thuong mai- du lich cac dia phuong can dong vai tro tfch cuc viec lien ket cac doanh nghiep du lich tham gia cac hoat dong xuc tien quang ba va phat trien du lich Viet nam 3.4.2 Voi Cong ty du lich Ha noi - Can x^y dung mot chien luqc Marketing cho toan cong ty nham thong nhat cac hoat dong Marketing chung cua cac don vi vien - Cong ty nen lap mot phong Marketing hoat dong rieng biet lam cong tac Marketing hay dinh hudng hoat dong cho toan cong ty - Nen mo cac ldp boi duong kien thuc Marketing mot cach thudng xuyen hon nham giup cho cac bo phan/phong Marketing cua cac don vi vien co co hoi cap nhat cac kien thuc ly thuyet cung nhu thuc hanh ve Marketing - Cong tac to chuc can bo can co them nhung budc cai tien nham tao cho don vi vien noi rieng cung nhu cong ty noi chung de thu hut duqc mot luc luqng lao dong co trinh va tay nghe cao Tom tat chuang Trong chuang nay, hoc vien da trinh bay nhung noi dung ca ban sau : - Dinh hudng va xu hudng phat trien cua du lich Viet nam ; cung nhu cua Cong ty du lich Ha noi va Khach san Dan Chu - Neu he thong cac giai phap mang tinh chien luac va dinh hudng - He thong cac giai phap cu the va ngan han - Mot so kien nghi vdi- cac ca quan quan ly nha nudc 123 KET LUAN • Marketing da cang tro nen co mot vi tri vai tro dac biet quan do'i cac doanh nghiep kinh doanh tren thi trudng, va tro mot nhung hoat dong quan tri chfnh cua doanh nghiep Nhan thuc duqc van dC va cung nhu cach dat van de o phan dau cua luan van ve nhung ly ma hoc vien lua chon de tai: "Nhung giai phap hoan thien hoat dong Marketing tai khach san Dan Chu - Cong ty du lich Ha Noi" Qua qua trinh tim hieu, nghien cdu den co the tong ket lai rang luan van da dat duqc nhung dong gop co ban sau: - Tong ket, he thong hoa cac ly thuyet ve Marketing noi chung va Marketing kinh doanh khach san noi rieng nhu: Nghien cdu Marketing, he thong thong tin Marketing; Chien luqc Marketing; ke hoach Marketing.v.v va nhung ket luSn se giup cho nha quan tri khceh san hieu va van dung day du hon ly thuyet Marketing hien dai vao hoat dong Marketing cua khach san - Luan van da co gang di sau phan tfch thuc trang hoat dong kinh doanh noi chung va dac biet la hoat dong Marketing cua khach san de tim diem manh va nhung diem yeu cua cac hoat dong nay, dong thdi cung phan tfch moi trudng kinh doanh cua khach san de tim nhung co hoi va thach thdc doi vdi hoat dong kinh doanh cua khach san, va nhung noi dung tro co so cho viec de xuat cac giai phap nham hoan thien hoat dong Marketing cua khach san - Cuoi cung luan van cung da dua he thong cach giai phap nham hoan thien hoat dong Marketing kinh doanh cho khach san Dan Chu dudi hai ca'p do la he thong cac giai phap mang tfnh dinh hudng, chien luqc dai han va he thong cac giai phap mang tfnh cu the ngan han Ngoai ra, luan van cung de xuat mot so' kien nghi do'i vdi cac co quan quan ly nha 124 nude cung nhu co quan quan ly chu quan de co nhung co che chinh sach hd trq hoan thien hoat dong tai khach san Dan Chu Vdi muc dich va gidi han nghien cun cua luAn van da duqc neu phan dau, luan van da giai quyet duqc hau het cac nhiem vu nghien cun Tuy nhien, trinh han che, thdi gian han hep luan van khong the tranh khdi nhung thieu sot, hoc vien rat mong nhan duqc y kien gop y va bo sung cua cac thay co va doc gia./ 125 TAI LIEU THAM KHAO TIENG VIET Bo mon nguyen ly Marketing, khoa Marketing DHKTQD Ha noi (1999), giao trinh quan tri Marketing- Chuong trinh cao hoc Cong ty du lich Ha noi, Khach san Dan Chu, Bao cao tong ket cac nam 2001; 2002; 2003; va qui I,II nam 2004 PGS-PTS Tran Minh Dao (1998), Giao trinh Marketing, NXB thong ke GS-TS Nguyfin Van Dinh; TS.Nguyfin Van Manh (1996) Giao trinh Tam ly va nghe thuat, ting xti kinh doanh du lich, NXB thong ke Ha noi GS -TS Nguyfin Van Dinh (2003), Tap bai giang quan tri Marketing du lich- chuong trinh cao hoc GS-TS Nguyfin Van Dinh, TS Pham Hong Chuong (2000), giao trinh Quan tri kinh doanh lu hanh, NXB thong ke, GS-TS Nguyfin Thanh Do (2003), Tap bai giang quan tri doanh nghiep du lich- chuong trinh cao hoc Th.s Hoang Lan Huong (2003), Tap bai giang quan tri kinh doanh khach san- chuong trinh cao hoc Khoa Du lich- Khach san( 2001), Giai thich thuat ngudu lich va khach san 10 Th.s Tran Ngoc Nam, Tran Huy Khang (2001), Marketing du lich, NXB TP Ho Chi Minh 11 T.S Luu Van Nghiem (2001), Marketing kinh doanh dich vu, NXB Thong ke 12 SO du lich Ha noi, Bao cao tongketdu lich Ha noi cac nam 200I; 2002; 2003 13 Nguyfin Cao Thudng, To Dang Hai (1995), Thong ke du lich, XN in chuyen dung Hue' 14 Tong cuc du lich, Bao cao tong ket nganh du lich cac nam 200I; 2002; 2003 15 Quoc hoi nudc CHXHCN Viet nam, Phap lenh du lich, NXBCTQG -1999 TIENG ANH 16 Alastair M.Morison (1998), Marketing linh vuc lu hanh va khach san, Tong cuc du lich 17 Alvin C.Bums, Ronald F.Bush (1997), Marketing Research, Prentice Hall 18 Francis Butle (1994), Hotel and Food Service Marketing, Cassell 19 Philip Kotler (1997), Quan tri Marketing, NXB thong ke 126 PHU LUC Phu luc 1: mXu phAn tich d