An investigation into the real situation and some solutions for improving the quality of domestic tours at hoi an travel one member co , ltd

Trang 6 Graduation Paper ivSupervisor: Le Thi Dieu Huong, M.ALIST OF TABLES Table 4.1 Structure of visitors coming to the Hoi An Travel company from 2020to 2022...30Table 4.3 Guests’ eva

Rationale

Tourism is now an essential part of everyday life From low-income to high- income people in society, there is a desire to spend time with family after a long day at work or to explore the heaven course.

Vietnam is well known for having a wealth of natural tourism resources Now, it's crucial to invest in more tours in order to turn those resources into advantages for our nation Both domestic and international tourism should be handled carefully.

In order to draw both Vietnamese and foreign tourists to Vietnam, and to have them prioritize the country as one of their top travel destinations Each person's travel needs and the requirements for satisfying them are greater than ever in the modern era, when people's lives are getting better every day

The goal of the travel industry is to satisfy both the basic and extra requirements of every traveler in order to retain their business and draw in new ones Although it can be challenging for businesses to draw customers, it forces them to use specific business tactics All businesses that want to operate and grow in a market economy are moving in the direction of focusing on service competition.

My graduation paper topic was " An Investigation into the Real Situation and

Some Solutions for Improving the Quality of Domestic Tours at Hoi An Travel One-Member Co., Ltd " because I wanted to conduct research on the issue and present practical solutions that would make the domestic tours division of the Hoi

An Travel company more effective.

Aims and Objectives

This time, I took a choice to analyze and evaluate the business performance and present circumstances of domestic tours at Hoi An Travel company in recent years.

So let me point out the following points:

Analyzing the business situation and evaluating the current circumstances of domestic tours activities in recent years

Proposing some suggestions on how to improve the quality of domestic tours.

Scope of the study

 Research content: The thesis investigates the status of several domestic tours Following that, some suggestions are provided to improve the quality of some of the previously mentioned tours.

 Scope on space: To find out this problem, the researcher must directly find information about Hoi An Travel One-Member Co., Ltd, address10 Tran Hung Dao, Hoi An City, Quang Nam Province

Scope on time: Using 2020 to 2022 statistics.

Method of the study

Analysis and synthesis method: This technique is used to examine and combine the data that have been gathered Observe and apply the learned theories about travel and travel-related subjects in combination with field surveys at the company through an internship at the company for nearly 2 months The author will comment on and offer suggestions for how to resolve the issues the company is facing after learning about some of them

Collection information method: Books, travel publications, General Statistics Office reports Moreover, a survey of customer who experience domestic tour and annual reports from the Hoi An Travel Company operators office were used to gather information.

Method of analysis: Analyze the company's current situation and derive practical solutions to raise the caliber of domestic tours offered by Hoi An Travel Company.

Organization of the study

Graduation Paper x Supervisor: Le Thi Dieu Huong, M.A

My thesis is divided into six chapters:

Chapter 1: is an introduction of the graduation paper including Rationale,

Aims and Objectives, Scope of the study, Method of the study and Organization of Study.

Chapter 2: is a presentation of the literature review and theoretical foundations for this study to the Tourism Industry and Domestic Tours.

Chapter 3: is a case description of Hoi An Travel company and overview of domestic tours in Hoi An Travel company

Chapter 4: is an analysis of the current situation of domestic tour activities of

Hoi An Travel Company from 2020 to 2022

Chapter 6: are conclusions and suggestions to enhance the quality of domestic tours in Hoi An Travel Company

THEORETICAL BACKGROUND

Tourism

Although many of us have been “tourists” at some point in our lives, defining what tourism actually is can be difficult Tourism is the activities of people traveling to and staying in places outside their usual environment for leisure, business or other purposes for not more than one consecutive year.

According to the website BC TOURISM INDUSTRY, tourism is defined as: a dynamic and competitive industry that requires the ability to adapt constantly to customers’ changing needs and desires, as the customer’s satisfaction, safety and enjoyment are particularly the focus of tourism businesses

WTO (1993) agreed to the definition of tourism as: “Tourism encompasses the activities of the person like traveling and staying in places outside their usual environment for not more than one consecutive year for leisure, business, and other purposes.”

But When it comes to explain it with the basic terms, Macintosh and Goeldner can sum it up as follows: " Tourism is a collection of activities, services and industries which deliver a travel experience comprising transportation, accommodation, eating and drinking establishments, retail shops, entertainment businesses and othe hospitality services provided for individuals or groups traveling away from home"

Tourism is one of the speedly developing aspects in around the world and it offers opportunities for many countries to rise significant sources of foreign exchange and jobs Additionally, tourism also contributes to economic and social development considerably.

Regarding to Tourismnotes, tourism can be classified into six distinct categories according to the purpose of travel These are as follows:

Graduation Paper xii Supervisor: Le Thi Dieu Huong, M.A

Recreational: Recreational or leisure tourism takes a person away from the humdrum of everyday life In this case, people spend their leisure time in the hills, sea beaches, etc.

Cultural: Cultural tourism satisfies cultural and intellectual curiosity and involves visits to ancient monuments, places of historical or religious importance, etc.

Sports/Adventure: Trips have taken by people to play golf, ski, and hike, fall within this category.

Health: Under this category, people travel for medical, treatment, or visit places where there are curative possibilities, for example, hot springs, spa yoga, etc.

Convention Tourism: It is becoming an increasingly important component of travel People travel within a country or overseas to attend conventions relating to their business, profession, or interest.

Incentive Tourism: Holiday trips are offered as incentives by major companies to dealers and sale clerks who achieve high targets in sales This is a new and expanding phenomenon in tourism.

Regarding to Tourismnotes, tourism can be classified into six distinct categories according to the purpose of travel These are as follows:

Recreational: Recreational or leisure tourism takes a person away from the humdrum of everyday life In this case, people spend their leisure time in the hills, sea beaches, etc.

Cultural: Cultural tourism satisfies cultural and intellectual curiosity and involves visits to ancient monuments, places of historical or religious importance, etc.

Sports/Adventure: Trips have taken by people to play golf, ski, and hike, fall within this category.

Health: Under this category, people travel for medical, treatment, or visit places where there are curative possibilities, for example, hot springs, spa yoga, etc.

Convention Tourism: It is becoming an increasingly important component of travel People travel within a country or overseas to attend conventions relating to their business, profession, or interest.

Incentive Tourism: Holiday trips are offered as incentives by major companies to dealers and sale clerks who achieve high targets in sales This is a new and expanding phenomenon in tourism.

An Overview of Domestic Tours

According to the website named Statistics Finland, domestic tourism comprises the activities of residents of a given country travelling to and staying in places inside their residential country, but outside their usual environment for not more than 12 consecutive months for leisure, business or other purposes.

It requires cross-country travel Passports, visas, and the conversion of currencies are not necessary In large nations like India, domestic tourism is more common than it is in smaller nations According to geography, domestic travel can include local excursions, regional journeys, and national journeys.

On the basis of the objective of the trip or the motivations of the travelers, tourism can be divided into three categories: common interest tourism; vacation tourism; and business tourism In the case of common interest tourism, both the destination and the visitors share a common interest.

The infrastructure of the tourist destination is not overly taxed by this kind of visit to friends and family The most prevalent form of tourism is vacation tourism To grow their businesses or to attend trade shows and conferences in business or professions, business travelers travel

Graduation Paper xiv Supervisor: Le Thi Dieu Huong, M.A

CASE DESCRIPTION

General information of Hoi An Travel company

Company : HOI AN TRAVEL ONE-MEMBER COMPANY LIMITED

10 Tran Hung Dao, Hoi An City, Quang Nam Province

(0235) 3910911 roxanarivervilla@gmail.com http://www.hoiantravel.com/

Picture 1: Hoi An Travel Company Logo

Hoi An specializes in organizing domestic and international tours and inbound tourists to Vietnam, with a focus on Thai and Sri Lankan visitors In addition, Hoi An offers many services such as hiring tour guides, booking hotel rooms, and organizing visits to famous Hoi An attractions such as Tra Que Vegetable Village, Thanh Nam Fishing Village, Tra Nhieu, Lantern Craft Village, Thu Bon River visit, and Kim Bong carpentry village.

Hoi An Travel One-Member Company Limited is one of the top travel companies in Central Vietnam and possibly all of Vietnam.

Their primary services include: Group & Retail - Incentive Travel & of transport vehicles, with a total of about 20 cars ranging in size from four to forty- five seats, boats, more than fifty partners, and more than forty-five seasoned employees, as well as a marketing team and tour guides fluent in French, English, Russian, and other languages They are specifically the authorized ticket agent for numerous foreign airlines with representative offices in Vietnam, including Vietnam Airlines, Pacific Airlines, Silk Air, PB Air, and many more.

The company that became Create a new branch: Hoi An Tourism Service Joint Stock Branch – Location Hotel on Ban Thach river and started construction of Tam Thanh Resort Project in Ha Thanh Commune - Tam Thanh Commune - Tam Ky City - Quang Nam Province.

And Hoi An Travel One-Member Company Limited operations over 5 years in Tour operator Hoi An is one of Quang Nam's leading international travel agencies. Hoi An Travel One-Member Company Limited has consistently developed and grown over the years, reiterating its significant and reliable position in Vietnam's tourism sector.

In order to ensure high flexibility, the organization must operate at the most reasonable and ideal scale possible All problems and errors in business operations must also be quickly resolved The departments must closely collaborate in order to achieve the goals While functional departments operate under the director's direct control and with timely planning using an online management system, the director oversees all business operations A diagram of the organizational structure is shown below:

Graduation Paper xvi Supervisor: Le Thi Dieu Huong, M.A

Figure 3.1.2: Organizational chart of Hoi An Travel Company

In accordance with the Corporation and current law, the CEO is in charge of all aspects of the company's operations To create the company's business strategies, the CEO combines the Corporation's policies with suggestions from subordinates.

The CEO is also in charge of creating business plans and strategies.

The department is in charge of advising the director on the structure, administration, wage labor, emulation, training, and general paperwork of the business.

The tour guide division is in charge of managing and supervising the tour guides who are appropriate for the tours that customers wish to purchase In

Head of General Administrative Department

Research and Development Department driving tourists, making sure they arrive on time, carrying out their duties with a smile and friendliness, and sharing knowledge with them so that they are satisfied.

The Outbound Tourism Department is responsible for creating and implementing plans for foreign travel by both Vietnamese tourists and foreign nationals who live and work in Vietnam Additionally, it coordinates cooperative activities and connections with foreign service providers, including significant travel agencies in China, Thailand, Malaysia, Singapore, and Europe.

The domestic travel department's job is to coordinate efforts to associate and work with companies that provide services for travelers, including lodging, travel, food, and drink, at tourist destinations across the country Additionally, the business designs and coordinates tourism programs for visitors, creates and implements marketing strategies for the business, and gives visitors recommendations and sells them tourism-related goods.

The inbound department's duties include coordinating joint ventures with foreign travel agencies, acting as a travel agent to receive guests, and offering package travel services to the general public In order to be prepared to meet the needs of visitors, the inbound tourism department collaborates with regional service providers The inbound tourism department also has the responsibility for developing inbound tour programs, enhancing them to meet

Graduation Paper xviii Supervisor: Le Thi Dieu Huong, M.A partner and customer needs, luring clients and deepening partnerships, and organizing implementation with tour programs that have signed contracts.

Accounting Department has the function of summarizing the financial income and expenditure of the company periodically every year Besides that, it is responsible for reporting the company's business results to the corporation periodically.

The role of the research and development department is to create both short- and long-term plans, as well as to look into new business opportunities in line with market trends.

The company is doing business mainly in Hoi An, Quang Nam province.

 For the market: Providing high quality international tourism products and services, constantly improving and improving quality to make a difference to satisfy customers' needs.

 For employees: Building a professional, dynamic and creative working environment, creating favorable conditions for high income and fair development opportunities for all employees Develop annual training and professional improvement programs for employees.

 For society: Actively contribute to community-oriented social activities, preserving and developing national culture Balancing social and business interests.

 For shareholders: Constantly creating surplus to ensure sustainable

An Overview of Domestic Tours of Hoi An Travel company

3.2.1 The Organizational Structure of the Domestic Department

Figure 3.2 Organizational chart of Domestic Department

Domestic trips can be planned and organized more easily Many people visit different parts of their country during vacations The cost is reasonable with the needs of sightseeing and exploring the country With countries with larger territories, the scope for domestic tourists' travel is expanded according to demand The duration of the tours can also vary, depending on financial ability, time arrangement But domestic tourists may only spend a day or two on the tour.

Domestic tourism does not directly generate additional income for the country Money flows are rotated around the country without adding new values But it boosts local businesses and economies and redistributes money to a new area From there, helping localities have more potential for

Staff In Charge Of Advertising And Marketing Products

Graduation Paper xx Supervisor: Le Thi Dieu Huong, M.A tourism development Create more values and opportunities when promoting tourism and industry and services in particular Because tourism has a very effective relationship and impact on other industries.

Domestic tourists may find it easier to travel and visit places The quick decision, the trip with much convenience Because they better understand the traditions, customs, rules, rituals, etc of the country.

3.2.4 The role of domestic tourism

 About culture and society: Domestic tourism is an effective means of propaganda and advertising The beauties and characteristics in the culture are exploited and reflected Contribute values in reflection from culture, society, economy and politics The domestic character is effectively reflected, whereby the customs of the regions are preserved When becoming beautiful features to attract tourists Both bring attraction to seek economic value, while promoting the pride of regions Introduce and bring out the characteristics and distinctive features of the people of each region and each locality.

Helping craft villages retain their characteristics with the traditional nature of the nation It helps the country to better maintain the monuments with time Become a favorite in the discovery of tourists with the country they live in Tourists have needs in finding and buying souvenirs, looking for historical sites or scenic spots While promoting preserved politeness features, besides developing related services Handicrafts have more conditions to recover and develop Such as engraving, mosaic, lacquer, silk painting,

Tourism increases the general understanding of society With the need in meet leaves an impression about the people in that region From there, more understanding and more love about the country they are living in. Besides the needs in relaxation is the reception of new characteristics, creating new experiences Tourism increases people's solidarity, friendship, relationships and understanding Towards the beauties from nature to historical landmarks.

 About Economic: Domestic tourism actively participates in generating national income When there is a close relationship with the impact and development of other professions Because of the properties in the impact and relationship with those professions Such as souvenir products, food processing, construction of technical facilities Tourism actively participates in the process of redistributing national income between regions With domestic tourism, by itself, it does not create new economic values for the country But balance the structure of people's income and expenditure by regions.

Increase the budget for the local tourism development Divide income equally with potential areas for tourism development, thereby having capital to focus on development or new investment Through taxes paid by local businesses Create famous and attractive tourist destinations Thanks to that, there are built-in strategies to create potential in tourism Along with innovating and upgrading other systems for tourism Focus on investing to welcome international tourists Look for the actual contribution values in the development of the economy. Promote the development of other economic sectors With the needs in dining, entertainment, the consumer market is large Requires cross- sectoral support from transportation, thereby improving infrastructure. From the public transport network, the electricity and water network, etc.

3.2.5 Featured tours at Hoi An Travel company

Graduation Paper xxii Supervisor: Le Thi Dieu Huong, M.A

 Private tours: o Cam Thanh water coconut village : You will be collected at your hotel lobby and transferred to dock Take a wooden boat transferring to Cam Thanh water coconut village Learn about the daily life of Vietnamese fishermen, their families and their community Board on boat and commence cruising on the Cua Dai River Join in local fisherman on the river and experience on round net or cast net Learn how to paddle the Vietnamese unique bamboo basket boat Explore the now tranquil coconut-palm flanked waterways of a past war and hear of the extreme conditions endured by soldiers of both sides Have lunch at local family house in the village Relax and transfer back the hotel Tour ends. o Sunset boat trip on Thu Bon river: 15:00 You will be collected at your hotel lobby and transferred to the meeting point at Hoi An Travel (Add: 10 Tran Hung Dao Street- Hoi An City) Then you will take walk to Bach Dang dock Take a wooden boat sailing along the major branch of the lower section of Thu Bon River Enjoy the beautiful sightseeing, fishing nets and many boats bobbing on the waters Keep cruising down to Cua Dai river mouth, then going up to Co Co River and heading for Bay Mau Nipa (water coconut tree) grove Have snack and make sure your camera is handy You will have a lot of beautiful pictures. o Thanh Ha Pottery & Kim Bong Capentry village: You will be collected at your hotel lobby and transferred to the meeting point at Hoi An Travel(Add: 10 Tran Hung Dao Street- Hoi An City) Walk to the Bach Dang dock where you will embark on the boat Enjoy yourself on the riverside atmosphere Arrive Thanh Ha pottery village where you can learn and explore the daily life of local people Observe all the steps of making a pottery product such as vase, pot, kettle, cooking pot Continue to visitKim Bong carpentry village, listen to the history of the village, come to visit the ship-building yards, see the handicrafts and sculptures Return to Bach Dang dock where your tour ends. o Rowing Basket Boat & Cooking Class: 08h00 - 08h30 : Local guide pick up at the hotel - Go to market with our chef (about 30 minutes) by taxi - We will have chance to see and experience the noise as well as directly contact to sellers In addition to this, we will show the ingredients for using in our lesson 09h15 : Tranfer to Cam Thanh village by car, you can explore the beautiful views of Vietnamese countryside, see the water coconut trees growing together and enjoy basket boat 10h30 : Enjoy welcome drink and take a rest at our restaurant, then join cooking class. Our chef will teach you how to cook some local food After the lesson, enjoy what you have cooked 13h00 : Return to the hotel.

 Group tour – Joining tour: o Farming & Buffalo Riding At Tra Que Village in Group: 08h00: You will be collected at your hotel lobby and transferred to Tra Que herb village Take a short stroll around the vegetable garden and listen to the history of the village Then join gardening activities in preparing the land, fertilizing with seaweed, raking the ground, sowing, watering, picking vegetables.learn how to harvest and wrap the vegetables.Enjoy foot soak before Join cooking with ‘Tam Huu’ spring roll, ‘Banh xeo’ - a local pancake of people in Viet Nam middle region After enjoying your complishment, you walk around the village and have fun with buffalo riding 12h00: Tour guide and driver take you back to the meeting point, bid farewell to the group End program. o Discover Cham Islands in Group: Approximately 06 hours 8.00AM: A local guide and car will pick you up and transfer you to Cua Dai harbor for speed boat to Cham Island Arrive Cham Island, enjoy the nice view of AuThuyen typhoon shelter, and walk through rice field to visit Hai Tang pagoda Then, A boat picks up and move to one of the snorkeling areas for

Graduation Paper xxiv Supervisor: Le Thi Dieu Huong, M.A watching beautiful coral and fishes After this, you come back to the island for lunch and relaxing in the white sand beach At around 13h30, return to Hoi An by speed boat End of the tour Kindly note that, this timing is for REFERENCE only It may be changed due to weather or other actual conditions, but visiting the sites, activities remain the same. o Cooking class Cam Thanh coconut village: Our family guide will be collected at your hotel lobby and you will be taken to the local market where the guide will give you a comprehensive explanation of local Vietnamese ingredients for your cooking class Then transferring to Cam Thanh water coconut village Learn about the daily life of Vietnamese fishermen, their families and their community Board on boat and commence cruising on the Cua Dai River Join in local fisherman on the river and experience on round net or cast net Learn how to paddle the Vietnamese unique bamboo basket boat Explore the now tranquil coconut- palm flanked waterways of a past war and hear of the extreme conditions endured by soldiers of both sides On arrival you will visit out garden at our restaurant Our chefs have prepared a 3 course cooking class of traditional Vietnamese dishes They will demonstrate how to prepare them, and then it's your turn-you prepare your own tasty Vietnamese lunch!! We start with a Vietnam tea water or mineral water to whet your appetite You will lean how to cook crispy Spring rolls, Hoian pancakes ( Banh Xeo ) and Hoian salad of Papaya and carot with shrimp ( Beside the our family will extra more foods such as: Morning clory, Fish in claypot and steamed rice with desert) Have lunch at local family house in the village Relax and transfer back the hotel by Van Tour ends.

 Transport: o Mini Van 16 Seats o Mini Van 35 Seats

 Hoi An Shows: o Hoi An Memories Show o Palao

3.2.6 Domestic activities tour at Hoi An Travel company

 Cooking class: There are a variety of cooking classes, some for professional chef training, some for amateur cooks, and others for travelers who want to experience cooking local dishes during their travels calendar This is an activity that visitors to Hoi An Travel Company sign up for because it gives them a new experience of a new culture.

 Teambuilding: Team-building tourism is a type of resort tourism combined with collective activities that bind members together In a more understandable way, if your company goes on a 3-day trip, there will be 1 day of team-building games This helps participants learn lessons about the collective spirit that closely connects the members in the office, doing business together Normally, companies often organize team-building activities in the form of land tours to ensure a perfect trip At Hoi An Travel Company, you will have one of the new types of team building that can only be found here, which is rowing baskets.

 Experiences: Traveling is like going on an experience Coming to Hoi An

Travel Company, you will have many choices of new experiences that you have never had before, such as pottery making, scuba diving in Cu Lao Cham, basket boating, and especially learning to cook dishes Eat the specialties of Central Vietnam.

 Enthusiam: Enthusiasm is the genius of sincerity, and truth cannot win without it Because enthusiasm is the excitement that comes from the heart.

ANALYSIS AND EVALUATION

Analysis of the current situation of domestic tour activities of Hoi An

4.1.1 Tourists’ arrival at Hoi An Travel company from 2020 to 2022

Table 4.1 Structure of visitors coming to the Hoi An Travel company from 2020 to 2022

(Source: Sale Department of Hoi An Travel Company)

The table 4.1 shows that the total number of tourists buying tours of the company tends to decrease quite strongly, specifically: in 2020, the company served 3264 visitors, in 2021, it attracted 1890 visitors, and in 2022, it had

The number of visitors to the Hoi An Travel company in 2021 is 1890, a decrease of 1374 visitors compared to the previous year The growth rate decreased by 42.09%.Going deeper, the table shows that in terms of domestic visitors in 2021, it is much lower than in 2020, down to 813 visitors compared to the same period last year The growth rate of domestic visitors decreased by nearly 40%.For foreign visitors, there was a sharp decrease, down 621 visitors, and the growth rate decreased by nearly 49% because the blockade

Graduation Paper xxviii Supervisor: Le Thi Dieu Huong, M.A policy due to the COVID epidemic limited the number of tourists Due to the covid pandemic, the number of tourists traveling has decreased sharply and greatly affected the tourism industry in general and the company in particular.

In 2022, the number of visitors also decreased slightly, decreasing by 202 visitors compared to 2021 The growth rate decreased by 10.68% compared to

2021 In terms of domestic tourists, there was also a decrease, but not much: down 199 visitors compared to 2021 and down 1012 compared to 2020, the growth rate decreased by 16.3% compared to 2021 and nearly 50% compared to 2020 For foreign tourists, in 2022, there will be not much less than 4 visitors compared to 2021; the growth rate will be less than 1%; compared to

2020, it will decrease by 624 visitors; the growth rate will decrease by approximately 50% Although the epidemic is over, the impact of the Covid pandemic caused a recession in the economy, resulting in a decrease in tourist arrivals.

In conclusion, due to the COVID pandemic, the number of tourists has decreased sharply The number of visitors from 2020 to 2022 decreased by more than half, specifically 51.7%.

Overall assessment of Hoi An Travel company

4.2.1 Evaluation of guests about the prices at Hoi An Travel company

 To assess the entertainment department of the Hoi An Travel company I conducted a poll of 200 guests and compiled the following statistics table Distributing questionnaires to assess the price quality based on feedback from customers who consume the tour products.

 In terms of customer gender, 108 customers are male and 92 customers are female out of a total of 200 customers surveyed.

 Regarding age, out of 200 customers surveyed, 114 are between the ages of 16 and 25, 64 are between the ages of 30-45, and 22 are between the ages of 55 and 65.

 Out of 200 customers polled, 60 are students, 93 guests are office worker, 27

Table 4.3 Guests’ evaluation of the price of featured tours at Hoi An Travel company

Customers' perceptions of the price of featured tours at Hoi An Travel company: According to the data in Table 4.3, over 94% of customers are satisfied with the price of "Hoi An Show” "Hoi An Show" is one of the most popular "shows" that tourists to Hoi An must experience once In addition, about 92% of guests are satisfied with the price of "Group tour – Joining tour" Prove that the price of "Group tour – Joining tour" is good and worthy of being paid by the tourist.

On the other hand, the price of "Private tour" still has unsatisfactory reviews Customers say that the price is quite expensive compared to the experience it brings and needs to be improved Besides, the price of the means of transport is also quite expensive compared to when placed outside, with up to 20% of bad reviews on this issue.

All in all, "Group tour – Joining tour " and "Hoi An show" did well in terms of price and almost totaled over 90% satisfaction Besides, Hoi An Travel company needs to improve and compare the price of "Transport" and the experiences to make guests feel worthy when buying "Private tour".

Graduation Paper xxx Supervisor: Le Thi Dieu Huong, M.A

Table 4.4 The price of featured tours at Hoi An Travel company

Cam Thanh water coconut village 122.39

Sunset boat trip on Thu

Farming & Buffalo Riding At Tra Que Village in Group

Discover Cham Islands in Group 36.25

Cooking class Cam Thanh coconut village 29.85

Hoi An show Hoi An Memories Show 20.47

4.2.2 Evaluation of guests about the tour activities of Hoi An Travel company

Table 4.5 Tourists’ evaluation of tour activities of Hoi An Travel company

Experience working in a traditional craft village

Customers' perceptions of the price of featured tours at Hoi An Travel company:According to the data in Table 4.5, over 92% of customers are satisfied with class of traditional Vietnamese dishes.This is considered the most favorite activity of tourists in Cam Thanh coconut village They learn about Vietnamese food and experience how to make it The chefs will demonstrate how to prepare them, and then it's visitors' turn-they will prepare their own tasty Vietnamese lunch.

The experience of working in a traditional craft village is also considered one of the activities that attract the most visitors and is rated as high as 97% There is a tour program about this traditional craft village called " Thanh Ha Pottery & Kim Bong Capentry village " Arrive at Thanh Ha pottery village, where you can learn about and explore the daily lives of local people Observe all the steps of making a pottery product such as a vase, pot, kettle, or cooking pot Right at Thanh Ha pottery village, they will be taught how to make pottery by artisans here Then, before leaving, they will be given a gift of ceramic products made by the artisans there Continue to visit Kim Bong carpentry village, listen to the history of the village, come to visit the ship-building yards, and see the handicrafts and sculptures Return to Bach Dang Dock, where your tour ends. Besides, activities like "Team building" still do not really bring a good experience for guests; the rate of dissatisfaction accounts for 16% Activities such as rowing Basket need good coordination between teammates; otherwise, Basket will not move and rotate, causing dizziness Occasionally, the basket will overturn when rowing, and this is the cause of dissatisfaction for some guests.

4.2.3Evaluation of guests about tour guide of Hoi An Travel company

Table 4.6 Evaluation of guest about tour guide

Elements Good Normal Very bad

A tour guide is an important factor in determining guest satisfaction as well as enthusiastic participation in guests' activities during the tour.

Graduation Paper xxxii Supervisor: Le Thi Dieu Huong, M.A

Element "Enthusiam" accounts for almost 100% of customer satisfaction Element

“Enthusiam” is an important factor as well as a determining factor for tourists to evaluate the guide in general and the company in particular An enthusiastic guide is always energetic and positive, will bring a feeling of closeness and comfort to tourists while also earning their trust.

Next, “handling situations” is an important skill that every tour guide must have. The sensitive and delicate handling will help them win the hearts of visitors And according to the survey of version 4.6, the problem-solving skill accounted for 90% and reached the level of satisfaction.

Besides, “Language skills” is still not good, and it accounts for 16% of customer dissatisfaction This is considered one of the mandatory requirements for any tour guide when entering this profession Not only one language, but you may also have to master up to 2.3 different languages But the guide at Hoi An Travel tourist is still not fluent in many languages They are fluent in only one foreign language, English This will affect communication when there is a language difference with guests from Asian countries such as Korea, China,

Finally, “Emotional control” accounts for 18% of the negative reviews Tour guides are in the service industry because they need to satisfy dozens of guests at the same time Must always be in a cheerful, open, enthusiastic, and comfortable mood with visitors in all situations, even if it is an unexpected bad situation Moreover, when leading a tour group, they are considered the leader for the journey The fact that there are many unsatisfactory reviews on this issue is because the guides at Hoi An Travel Company are not properly trained and are not good at controlling emotions.

In conclusion, "Enthusiam" and "Handle situations" always get good reviews from customers But "Language skills" and "Emotional control" still need further improvement to bring the best experience to customers as well as promote the level

Strengths and Weaknesses

- Activities in domestic tours are always controlled and improved in quality.

- Hoi An Travel company's human resources are plentiful and of high quality. Staff who are responsible and enthusiastic.

- The majority of the company information is available on the internet, which makes discovering information about the hotel a breeze.

- The prices of tour programs are always reviewed and improved to bring satisfaction to customers.

- Some tour guide’s foreign language skills are limited, making communication with international visitors difficult.

- The ability to control emotions of some guides is still poor.

- Activity "Team building" is still affecting some tourists.

- The price of "Group tour – Joining group" is still judged to be higher than what it brings.

Graduation Paper xxxiv Supervisor: Le Thi Dieu Huong, M.A

DIFFICULTIES AND SUGGESTED SOLUTIONS

Difficulties

Tour activities are few and far between, and they have yet to make an impact on customers Some tour guide also have a lack of enthusiam, a fear of hardships mindset, a lack of emotional control lead to have a negative effect on customers and affects the company The staff's foreign language skills are still limited, with most of them speaking English at a basic level but not at a proficient level

According to the findings, the majority of customers are satisfied with all aspects of the domestic tour activities quality However, it is unavoidable that a few difficult customers will be dissatisfied with minor details such as selling price, attitude of staff, and staff proficiency in a foreign language.

Despite the fact that this is a small percentage of the total number of guests, it shows that the domestic tour activities quality is not quite up to par to satisfy all customers.

Tiêu đề	An Investigation Into The Real Situation And Some Solutions For Improving The Quality Of Domestic Tours At Hoi An Travel One-Member Co., Ltd
Tác giả	Vo Thi Bich Nga
Người hướng dẫn	Le Thi Dieu Huong, M.A
Trường học	Duy Tan University
Chuyên ngành	English Linguistics
Thể loại	Graduation Paper
Năm xuất bản	2023
Thành phố	Da Nang

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