An investigation into the real situation and some solutions for improving the service quality of the marketing department at phong nha ke bang tourism center

MINISTRY OF EDUCATION AND TRAINING DUY TAN UNIVERSITY FACULTY OF ENGLISH DUONG THI QUYNH NHU AN INVESTIGATION INTO THE REAL SITUATION AND SOME SOLUTIONS FOR IMPROVING THE SERVICE QUALITY OF THE MARKETING DEPARTMENT AT PHONG NHA KE BANG TOURISM CENTER GRADUATION PAPER IN ENGLISH LINGUISTICS DA NANG, 2023 MINISTRY OF EDUCATION AND TRAINING DUY TAN UNIVERSITY FACULTY OF ENGLISH GRADUATION PAPER AN INVESTIGATION INTO THE REAL SITUATION AND SOME SOLUTIONS FOR IMPROVING THE SERVICE QUALITY OF THE MARKETING DEPARTMENT AT PHONG NHA KE BANG TOURISM CENTER Major: English for Tourism SUPERVISOR : NGUYEN THI BICH GIANG, M.A STUDENT : DUONG THI QUYNH NHU CLASS : K25NAD1 STUDENT CODE : 25203202045 COURSE : 2019 - 2023 DA NANG, 2023 Graduation Paper i Supervisor: Nguyen Thi Bich Giang, M.A ACKNOWLEDGEMENTS First of all, I would like to express my deepest and most sincere gratitude to Duy Tan University, our teachers of the Faculty of English for their endless enthusiasm, especially, my supervisor, Ms Nguyen Thi Bich Giang,_M.A She is the person who guided, supported and helped me enthusiastically to complete the graduation paper Secondly, I would like to express my deepest gratitude to the supervisor, deputy director, and director of Phong Nha Ke Bang tourist center Thanks for the company's consent, this is an opportunity to join as a full-time employee and gain a lot of experience here Last but not least, I would also like to thank the other employees for their collaborative support and the opportunity for me to gain hands-on experience in this organization I am very fortunate to have such helpful colleagues and I not have much difficulty in any situation With the limited time and experience of a student, her graduation is inevitably flawed I look forward to receiving the guidance and comments of the teachers so that I have more conditions to improve my awareness I am grateful to all of you Wishing you all good health and success! Best regards, Duong Thi Quynh Nhu, Student at Faculty of English, DTU Student: Duong Thi Quynh Nhu Code: 25203202045 Graduation Paper ii Supervisor: Nguyen Thi Bich Giang, M.A STATEMENT OF AUTHORSHIP I hereby certify that the entire detailed content of the thesis with the topic: "An Investigation into the Real Situation and Some Solutions for Improving the Service Quality of the Marketing Department at Phong Nha Ke Bang Tourism Center" has been carefully researched, collected and analyzed all documents related to the company by me, and received the dedicated guidance and guidance of Nguyen Thi Bich Giang to complete the thesis completely All data, analysis and results presented in the thesis are completely honest and not copied from any previously presented thesis Danang, May 2023 Duong Thi Quynh Nhu Student: Duong Thi Quynh Nhu Code: 25203202045 Graduation Paper iii Supervisor: Nguyen Thi Bich Giang, M.A ABSTRACT In this graduation paper, I will learn about the current situation as well as solutions to improve the service quality of the marketing department at Phong Nha Ke Bang Tourism Center The advantages and disadvantages are presented using facts and statistics about the company from various sources, as well as the reviews of travelers after using the company's services Then, I will propose some solutions to improve service quality to bring the highest satisfaction to customers I hope that the company will improve the service quality thanks to my suggestions Student: Duong Thi Quynh Nhu Code: 25203202045 Graduation Paper iv Supervisor: Nguyen Thi Bich Giang, M.A LIST OF TABLES Table 3.1 Heritage By Night hotel service price list 41 Table 4.1 Visitors to PNKB tourism center from 2020 to 2022 42 Table 4.2 Revenue - profit situation of the center from 2020 – 2022 43 Table 4.3 The guests’ information based on the questionnaire 45 Table 4.4 Facilities of marketing department .48 Table 4.5 Labors of structure of marketing department .49 LIST OF CHART Chart 4.1 Shows the revenue of PNKB tourism center from 2020 - 2022 44 LIST OF PICTURES Picture 3.1 View outside the Phong Nha Ke Bang tourism center .29 Picture 3.2 Phong Nha Cave 35 Picture 3.3 Xuyen Son Ho Tour 4500m in the Phong Nha cave 36 Picture 3.4 Tien Son Cave 38 Picture Chay River - Dark Cave .39 Picture 3.6 Mooc spring .40 LIST OF DIAGRAMS Diagram 2.1 Basic steps in the new product development process 12 Diagram 2.2: The relationship of groups of factors in the process of serving tourists 19 Diagram 2.3 Service process of Marketing department at PNKB Tourism Center 27 Diagram 3.1 The organizational structure of Phong Nha Ke Bang Tourism Center 32 Student: Duong Thi Quynh Nhu Code: 25203202045 Graduation Paper v Supervisor: Nguyen Thi Bich Giang, M.A LIST OF ABBREVIATIONS DTU: Duy Tan University PNKB: Phong Nha Ke Bang VND: Viet Nam Dong Student: Duong Thi Quynh Nhu Code: 25203202045 Graduation Paper vi Supervisor: Nguyen Thi Bich Giang, M.A TABLE OF CONTENTS ACKNOWLEDGEMENTS i STATEMENT OF AUTHORSHIP .ii ABSTRACT iii LIST OF TABLES, CHART, PICTURES, DIAGRAMS iv LIST OF ABBREVIATIONS .v TABLE OF CONTENTS .vi CHAPTER 1: INTRODUCTION 1 Rationale Aims and objectives 2.1.1 Aims: .2 2.2.2 Objectives Scope of the study Method of the study Research subjects .3 Research organization CHAPTER 2: THEORETICAL BACKGROUND 2.1 Definition of Marketing and Tourism Marketing 2.1.1 Marketing .4 2.1.2 Marketing in tourism .5 2.1.3 The Role of Marketing in Tourism Business 2.2 Factors affecting marketing activities in the tourism business .7 2.2.1 Macro environment .7 2.2.2 Internal environment .8 2.2.3 The internal environment of the company 2.3 Tourism Marketing Policies 10 2.3.1 Product Policy .10 Student: Duong Thi Quynh Nhu Code: 25203202045 Graduation Paper vii Supervisor: Nguyen Thi Bich Giang, M.A 2.3.2 Price policy 13 2.3.3 Distribution Policy 13 2.3.4 Mixed promotion policy 15 2.3.5 Human resources policy 17 2.4 Material elements 17 2.5 Definition of tourism 18 2.5.1 Definition of tourism business 19 2.6 Service quality 21 2.6.1 Definition of service quality 21 2.6.2 Service quality evaluation criteria .21 2.6.3 The role of service quality improvement 22 2.6.4 Meaning of service quality improvement 23 2.7 Marketing Department 24 2.7.1 Marketing Department Duties and Functions .24 2.7.2 The process of serving .27 CHAPTER 3: SITUATION DESCRIPTION 29 3.1 Phong Nha Ke Bang Tourism Center Overview 29 3.1.1 General information 29 3.1.2 The process of formation and development 30 3.1.3 Facilities characteristics 30 3.1.4 Human Resources 31 3.1.5 Development Goals .31 3.1.6 Organizational structure and human resources of Phong Nha Ke Bang tourist center 31 3.1.6.1 Organizational structure diagram .31 3.1.6.2 Functions and duties of the departments 32 3.2 Tourism attractions and services of PNKB Tourism Center 34 Student: Duong Thi Quynh Nhu Code: 25203202045