NATIONAL ECONOMICS UNIVERSITY FACULTY OE FOREIGN LANGUAGES DEPARTMENT OF BUSINESS ENGLISHMAI KHAC KIENRESEARCH ON FACTORS AFFECTING DIGITAL MARKETINGACTIVITIES IN VIETRAVEL — VIETNAM TRA
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Geographical scope: Vietravel — Vietnam Travel & Marketing Transports Joint Stock Company
Time scope: Data collected from the responses of the survey conducted among the current customers of Vietravel Joint Stock Company in Hanoi in 2022
Content scope: The content of this research includes information about digital marketing in general and at Vietravel — Vietnam Travel & Marketing Transports Joint Stock Company in particular to make investigation, analysis and give some recommendations.
To achieve the research purposes, the study focuses on finding the answer to the following three research questions:
What is the real situation of digital marketing services at Vietravel?
What are the factors affecting digital marketing activities in Vietravel?
Which measures can be taken to enhance the quality of digital marketing activities in Vietravel?
The objective of the study is to explore the factors affecting digital marketing activities in Vietravel JSC The information was collected through responses from 150 representatives coming from the customers of Vietravel by using questionnaire.
First, the questionnaire was built in online form using Google Forms, and send it to 150 customers having experienced travel services in Vietravel to gain an an overview of the current status of digital marketing activies in this company and factors affecting digital marketing activites in Vietravel JSC.
All the factors were measured using a five-point Likert scale where 1 was strongly disagree and 5 was strongly agree Besides, other questions were designed in the format of Multiple choice, Check box, and Short answers Except for the short answer question, which was about the suggested measurements of the survey participants, all others are compulsory.
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After the first draft was completed, it was sent to 5 customers to gather their comments and feedback After that, the questionnaire was edited and then delivered to 150 objects mentioned above in one week.
Because the customers of Vietravel spread across Vietnam and even including international base, the survey was conducted online through email and Zalo The researcher also asked for the help of several sales staff, who usually worked directly with customers.
Data gathered through the survey was converted into Google Sheet, then analyzed and organized in form of bar charts, pie charts, and tables.
It is noticeable that all the responses recorded are acceptable There are no situations in which participants miss some of the questions or select the same answer for all of the options.
The research comprises of four main chapters:
Chapter 1: Introduction of the company — includes general and specific information of Vietravel—-Vietnam Travel & Marketing Transports Joint Stock Company
Chapter 2: Theoretical framework — provides literature review and proposed research framework
Chapter 3: Findings and discussion — contains the analysis of data collectedChapter 4: Recommendations — proposes some useful suggestions for solving the problems
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INTRODUCTION OF THE COMPANY
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Vietravel's full name is Vietravel - Vietnam Travel & Marketing Transports Joint Stock Company, and its tax identification number is 0300465937 The company was established on December 20, 1995 , as the Ministry of Transport's Transport Marketing and Tourism Company The company officially changed its name to Vietnam Transport Marketing and Tourism Joint Stock Company on January 1, 2014 (Vietravel) Vietravel's head office is located at No.190 Pasteur,
Vo Thi Sau Ward, District 3, Ho Chi Minh City- the largest metropolis of Vietnam, with domestic branches in Hanoi, Hai Phong, Quang Ninh, Quy Nhon, Nha Trang, Da Nang, Quang Ngai, Quang Nam, Lao Cai, Phu Quoc, and representative offices in the United States, France, Australia, Cambodia, Thailand, and Singapore Vietravel began to enter the OTA market, in addition to the tourism sector, with an investment in the start-up project TripU and the establishment of the travel airline Vietravel Airlines.
Vietravel Company has been a leading provider of travel services in Vietnam for over 25 years Their deep knowledge of the local area and experienced staff have helped them to become Asia's Leading Tour Operator. They offer a wide range of tour packages, allowing guests to explore the beauty and culture of Vietnam in an efficient and convenient way With their high- quality services, Vietravel has become one of the most reliable choices for travelers looking for an unforgettable experience in Vietnam.
Vietravel Holdings has made its mark with the message "Enhance the value of life" after 26 years of sustainable development We always strive for three values: new value, trust value, and outstanding value Vietravel Holdings' business development strategy for 2030 focuses on creating a diverse ecosystem with three major fields: travel, air transportation, and trade in services And gradually evolves into a multi-industry investment and business corporation capable of competing in the regional arena In any field, the group serves as a trailblazer, influencing consumer trends.
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Vietravel strives to make each journey enjoyable for its guests Vietravel wishes to accompany tourists on their journeys and to create good values. Vietravel confidently achieves its business objectives by distinguishing itself through three brand attributes: professionalism, sublimation values, and added values.
Vietravel's core product as a travel organizer is to get customers to the places they want to go Customers can update information and tour details in a variety of ways, from online to offline Customers can quickly contact Vietravel via their website: www.vietravel.com, consult directly via hotline: 1900 1839, or come directly to transaction offices to register for a tour.
When customers travel, it is more than just going to a new place, taking pictures, and sightseeing; at Vietravel, it also gives customers exceptional emotions when crying, laughing, sharing, and contributing to the lands - where visitors visit When you see the children where you come with full smiles in warm winter coats, and the elderly find the light from their contributions during the trip, Vietravel has made your trip more special The trip will become so much more meaningful not only for discovering a new land, but also for having life- changing experiences.
Coming to Vietravel means not only traveling but also adding value to make the journey more meaningful For instance, Vietravel provides sightseeing tours to local people's cultural villages in order to provide useful information about handicrafts, porcelain, ceramic villages, and so on to its visitors in order to help them understand more about the national culture - cultural traditions are increasingly being lost due to the onslaught of technologies Furthermore, the organization of visits here contributes to the preservation of national culture, as craft villages are in danger of being lost with the advent of modern machines.
Vietravel is a leading travel company in Vietnam, owning and operating an impressive portfolio of subsidiaries Its subsidiaries are well-known commodities in the Vietnam travel industry, offering a range of products and services With more than a dozen subsidiaries, Vietravel can cover almost every aspect of the travel industry including hotels, airlines, buses, cars and boats.
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From luxury cruises to budget packages and adventure tours - Vietravel can provide you with everything you need for your perfect holiday in Vietnam The company is also involved in corporate events and meetings as well as organizing conferences and conventions Vietravels subsidiary brands are committed to delivering first class services to their customers with respect for their culture and environment.
In 2022, Vietravel signed a tourism development cooperation agreement with Ha Giang, Tuyen Quang, Hanoi, Ninh Binh, Quang Ninh, Nghe An, Thua Thien Hue, Khanh Hoa with the goal of assisting businesses and localities in the process of development and recovery following the pandemic Promotional activities and events, such as the Ho Chi Minh City Tourism Festival, Nha Trang Beach Tourism Festival, Ban Me White Night Festival, Bac Lieu Culture - Tourism Festival, , provide an opportunity for Vietravel to respond to and spread the potential of exploiting local tourism products in 2022.
In 2022, Vietravel not only maintained customer trust and the top interest of domestic and international investors, but also made an impression on the tourism market in Vietnam and the Asia region Vietravel has been well- deservedly honored through domestic and international awards, including the 6th consecutive time winning the title of "Vietnam National Brand" and the 10th consecutive time for World Travel Awards, and is the only representative ofVietnam with 6 consecutive wins at an important world-class award in the category of "World's Leading Package Tour Operator".
Main products and services of VietravweÌ sex 8
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Figure 1.2 Main products and services of Vietravel
Vietravel JSC is one of the leading travel companies in Vietnam, offering a wide range of tour packages that have been carefully researched based on a variety of factors such as target market, needs, and customer preferences. Because tourism products are easy to imitate and difficult to distinguish, Vietravel places a high value on the highest possible quality in each of its products.
Vietravel has been a leading player in the Vietnam travel and marketing industry for years It provides comprehensive services, ranging from leisure and business travel to destination management The company’s M.I.C.E service, in particular, stands out due to its extensive knowledge of the country’s attractions, venues, and hotels.
M.I.C.E stands for Meetings, Incentives, Conferences, and Exhibitions and is a lucrative part of the global tourism mix Vietravel offers tailored packages specifically designed to promote an ideal destination that meets all the needs of business travelers This includes carefully crafted itineraries that include planned activities such as team-building exercises or sight-seeing opportunities; liaising with local venues; arranging transport; providing experienced guides; coordinating catering; plus more.
Vietravel is a Vietnam-based travel and marketing company that provides
Mai Khác Kien — 11192613 — Business English 61B a range of services to Free Independent Travelers (FITs) FITs are travelers who plan their own trips and prefer to travel alone or in small groups Vietravel provides services such as ticket booking, accommodation arrangements, tour packages, car hire, and visa processing With its extensive network of partners across Vietnam, Vietravel offers customized solutions for FITs to help them enjoy their trip with no hassle It also offers various promotional activities and loyalty programs for its customers.
On November 26, 2019, Vietravel has invested in and released Trip U, the first full travel service application in Vietnam Trip U provides consumers with a comprehensive travel experience, from booking hotels and buying super-saving airline tickets to exclusive tours via the app to tourist visa service, electronic wallet for overseas payment With its easy-to-use interface and convenient features, Trip U is sure to make traveling easier for everyone.
The application is powered by Vietravel’s expertise in the industry, offering customers a range of services such as hotel deals, transport options and exclusive tours With Trip U, users can book flights and hotels with ease, find great deals on transportation and tour packages, as well as get travel tips from experienced guides This makes it much easier for travelers to plan their trips effectively while saving time and money.
Vietravel offers the best services for exploring Vietnam and other Southeast Asian countries at affordable pricing Their goal is to provide travelers with a unique and memorable experience while they explore the culture and history of Vietnam With their experienced guides, a wide range of customizable packages, and excellent customer service, Vietravel guarantees a stress-free journey to discover the wonders of Southeast Asia.
Vietravel provides a variety of options for travelers, from budget-friendly accommodations to luxury stays They also offer special packages for families, couples, or solo adventurers so that everyone can find something that fits their needs Moreover, Vietravel offers customized itineraries based on individual preferences so that each traveler can make the most out of their trip.
As Asia's Leading Tour Operator and the Largest Travel Company in Vietnam, Vietravel has established an efficient and professional network of dedicated local providers in the industry, allowing our company to provide excellent services to our customers.
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Vietravel is a leading transportation service provider in Vietnam It has its own fleet of vehicles, ranging from four-seater sedans to 45-seater coaches. Vietravel offers the best and most reliable transportation services for travelers around the country The company also provides various other services such as airport transfers, hotel transfers, and sightseeing tours In addition, Vietravel also offers special packages for corporate events and large groups With its wide range of vehicles, Vietravel ensures that customers get the best value for their money when they choose to travel with them.
The Prime Minister agreed to establish Vietravel Airlines in accordance with the decision on 03/04/2020 on approving the investment policy Thus, this is an airline founded during the pandemic season, when the tourism and airline industries are experiencing difficulties and revenue decreases as a result of Covid-19.
Vietravel Airlines is a new tourism-related airline brand that provides domestic and international air transport services throughout Asia, helping to improve Vietnam's air transport capacity and travel tourism industry Vietravel Airlines aims to be a new generation airline affiliated with tourism, primarily operating passenger routes in the form of charter flights, contributing to increased transport capacity and encouraging tourism's long-term growth With its competitive fares, the airline aims to make air travel accessible to more people by providing an affordable yet reliable service.
Vietravel Airlines is dedicated to providing a safe, comfortable and enjoyable flight experience for all passengers It promises to provide superior customer service and has invested in the latest technology to ensure that your flight is as smooth as possible Through its efficient transportation network, Vietravel Airlines will offer convenient connections between major cities across Vietnam and around the world.
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Phong Hanh chính — Nhân sự khách đoàn
Figure 1.3 Vietravel Joint Stock Company’s organizational structure The Board of Directors is the highest level of management in any company, and is responsible for making strategic decisions that guide the Vietravel's mission and vision This board oversees the organization as a whole and its individual departments, ensuring that all operations are aligned with the company's goals The board also makes sure that policies are followed and regulations enforced Additionally, the Board of Directors is responsible for evaluating performance metrics and financial results to ensure that Vietravel remains profitable.
A well-structured organizational setup is essential for the success of any travel company The organizational structure of a travel company entails how each department works together to meet a common goal and provide the best travel services Each department has its own distinct function and mission, but they must always work in cooperation to achieve maximum efficiency With this
FINDINGS AND ANALYSIS c.cScceireieee 30
The real situation of digital marketing services at Vietravel
3.1.1 Report on the business situation of Vietravel in 2022
Vietnam Travel & Marketing Transports Joint Stock Company (Vietravel) has released its consolidated financial results for the fourth quarter of 2022 As a result, the company earned more than 1,133 billion dong in revenue and 229.3 billion dong in profit after tax Vietravel's revenue increased by 600% when compared to the fourth quarter of 2021.
In general, Vietravel achieved a total revenue of VND 3,814 billion in
2022, which was six times higher than the results achieved in 2021 and exceeded the target set for 2022 As a result, the company's profit after tax was more than 121.8 billion dong, a significant increase from the previous year's loss of more than 256.5 billion dong This also assisted Vietravel in avoiding losses after two years.
Table 3.1 Vietravels 2021/2022 customer analysis Category 2021 2022 Comparison
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Based on the tourists 2021-2022 table above, we can see that the total number of visitors that the company has in 2022 tends to increase due to the strong revival following the covid epidemic In 2022, the total number of visitors increased to 5.865, representing a 25.41% increase over 2021 In terms of the domestic tourist market, the number of visitors increased by 4.644 from 21.532 in 2021 to 26.176 in 2022, corresponding to a 21.57% increase The proportion of domestic visitors, on the other hand, is expected to fall from 93.29% in 2021 to 90.43% in 2022 International arrivals increased by 856 percent, or 85 percent, from 1.012 million in 2021 to 1.877 million in 2022 As a result, foreign visitors will increase by 2.1% in 2022 (from 4.38% to 6.48%) Other service users increased by 364 from 536 in 2021 to 892 in 2022, a 66.42% increase, and the proportion increased to 0.76% from 2.33% in 2021 to 3.09% in 2022.
According to Vietravel, the tourism industry only gradually recovered after the government officially announced the resumption of tourism in Vietnam on March 15, 2022, following nearly two years of interruption due to the impact of the epidemic.
3.1.2 Evaluation of Viteravel’s digital marketing activities on “vietravel.com” through KPIs over the previous three months
Vietravel Company uses vietravel.com as its primary digital marketing channel to attract more visitors and provide basic service information As a result, the study would focus on evaluating this website through AIDA Models with components mentioned in the previous chapter:
Table 3.2 Viteravel’s digital marketing activities on “vietravel.com” through
KPIs over the previous three months
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Based on website evaluation criteria, the Information to evaluate the vietravel.com websites' performance over three consecutive months is shown in the table Overall, it is clear that a website's functionality would be flawless, as evidenced by the increase in visitor numbers, average visit length, click-through rate, and conversions over the previous three months To be more specific, the number of visitors increased from 155.200 to 186.600 This can be explained by how effectively Vietravel's marketing department optimized keywords for travel- related services to move the website to the first page of search engine results. When customers look for more information about travel services using keywords like Outbound tour, Airline services, or Tourism in Vietnam, the Vietravel website will appear at the top of Google searches, resulting in an increase in the number of visitors in three months Furthermore, Vietravel's website traffic is expected to be significantly higher than that of another well-known travel agency, saigontourist.net This can be seen as an advantage for Vietravel Company in terms of attracting customers.
Visitors to vietravel.com also tend to stay longer, as evidenced by the increase in the average visit duration statistic from the 40s to the 50s When compared to other travel websites, it stands to reason that Vietravel.com has the best connection, content, and services This figure also explains why bounce rates fell from 50.5% to 45.3% As a result of the lower bounce rates, conversion rates increased by more than 2%, resulting in increased revenue It stands to reason that if a website can capture users' attention on search engines, users are more likely to remember Vietravel, increasing the likelihood that they will use the company's services Furthermore, the increase in click-through rates also demonstrates the success of the "vietravel.com" website.
Finally, more foreign visitors viewed more pages on the "vietravel.com" website To meet customer demand, it makes sense for Vietravel to focus its efforts on creating a variety of content related to F.I.T tours, Vietravel Airlines, and M.LC.E tourism in Vietnam The variety of content on the websites tends to inform visitors more about Vietravel's core services, increasing the number of pages per visit.
In conclusion, it is clear that Vietravel's primary digital marketing channel
Mai Khác Kien — 11192613 — Business English 61B is currently effective in a variety of ways, from capturing customers’ attention to motivating them to take action To increase sales and compete with other tourism businesses offering similar travel services, they would need to find alternative methods and use this digital channel more effectively.
Factors affecting Vietravel Company's digital marketing activities 33
If the AIDA models is used to provide an overview of Vietravel's main website's current status, the charts below will delve into the performance of various aspects of it such as content, customization, user experience, and accessibility.
Figure 3.2 The content performance of the Vietravel website
Contents on Contents on I really like the content I frequently read all of Vietravel.com are Vietravel.com are quality on Vietravel; the content displayed frequently updated really interesting it's very informative by Vietravel and trustworthy m Strongly Disagree om Disagree om Neutral om Agree om Strongly Agree website Overall, the majority of respondents are satisfied with the content To be more specific, 85.3 percent of customers who frequently use Vietravel.com believe that the contents on Vietravel.com are usually updated, and 97 percent believe that when they search for tourism information on the Vietravel.com platform, they usually get results with interesting contents The majority of respondents are satisfied with the content quality on Vietravel.com that assists customers in their search for additional trustworthy information, as evidenced by the 57.3 percent agreement.
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However, 17.3 percent of respondents disagree with the statement "I really like the content quality on Vietravel.com; it's very informative and trustworthy," and 41.3 percent admit to not reading all of the content displayed by Vietravel on a regular basis, which is the highest figure in "disagree" opinion Furthermore, 40% of respondents have a neutral opinion about the statements "I really like the content quality on Vietravel; it's very informative and trustworthy." Nonetheless, the statement "I frequently read all of the content displayed by Vietravel" has the highest percentage of "neutral" opinion.
Finally, it can be stated that the contents on the Vietravel website are of high quality However, in order to increase credibility and attract more customers, Vietravel would need to update their prices on their website on a regular basis.
Figure 3.3 The Accessibility performance of the Vietravel website
I frequently use When I search for I can easily access I can read articles on Vietravel.com to find travel information, I Vietravel.com vietravel.com without travel information frequently get results experiencing any that include Vietravel at connection issues the top of the list
= Strongly Disagree om Disagree om Neutral om Agree om Strongly Agree accessibility of the Vietravel website The majority of customers agree that Vietravel's social media advertisements frequently appear, that getting in touch with their consultancy teams is simple and that the website's special offers and tourism-related information are useful However, only a small percentage of survey respondents say it is challenging to access the Vietravel.com website. More specifically, 72 percent of respondents agree with the statement "I can
Mai Khác Kien — 11192613 — Business English 61B easily access Vietravel.com," while nearly 24 percent disagree Besides, the same pattern holds for the second statement, when more than 64 percent of customers find it easy to find information about the Vietravel website at the top of the list on search engine tools such as Google, and a small number of participants, fewer than 5 percent of the total, disagree with the statement.
The figures for agreement in these two remaining statements are 72 percent and 80 percent, respectively, indicating a positive sign about the connection aspect of Vietravel's website.Furthermore, it can be seen that slightly less than 20% of Vietravel customers disagree with these statements.
In conclusion, Vietravel has been successful in providing customers with easy access to the customer service team, advertising coverage, and additional information However, in order to attract more foreign customers, Vietravel Company would need to improve technical skills such as SEO and solve technical problems in order to provide the most comfortable experience for customers looking for information about their desired trip.
Figure 3.4 Customers’ often used research tools
Google Social media Vietravel.com Television Others
According to the data, Google is the most popular search engine among participants, and it is the first one they use (94% of the customers) It makes sense given that almost anything can now be found online with a single click. Vietravel's website system also recorded a relatively high percentage, at 82%. More than half of survey respondents frequently use social networking sites such as Facebook to search for travel services, indicating that they are another platform that customers are paying attention to Tools such as television only partially compensate when compared to others.
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The graph compares the proportions of customer channels in order to recognize Vietravel Company and its services According to the results of the survey, customers recognize the company in a variety of ways 69.5 percent of respondents said they first learned about Vietravel through search engines like Google, while 62 percent learned about the company through word-of-mouth advertising Another platform where customers can find information about the Vietravel company is social media, which is used by 30% of participants to keep up with Vietravels' news, promotions, and special offers In comparison, only 4% of participants recognize Vietravel company through other channels.These findings indicate that the company has a strong online and offline presence, making it simple for customers to discover and learn more about Vietravel's services.
Table 3.2 Customer’s tried services when using the Vietravel website
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According to the customer experience table, more than 90% of customers visit the Vietravel website to look for F.I.T tourism services In addition, when using the Vietravel website, 80 participants voted for Outbound tourism services to foreign countries This demonstrates that customers are increasingly interested in international travel experiences, which Vietravel can easily provide According to the survey, approximately 60% of respondents had used Vietravel Airlines at least once This demonstrates that Vietravel Airlines is a well-known airline brand among customers Furthermore, M.I.C.E (Meeting Incentive Conference Event) tourism is becoming increasingly popular among Vietravel customers, accounting for 55.33% of total survey responses There are no answers for any other activities besides those on the provided list.
Figure 3.6 The popularity of Vietravel Company promotional posts
This graph depicts the results of a customer survey on the popularity of Vietravel Company promotional posts The majority of customers were drawn in by the posts of Vietravel Company According to the graph, one in every two people polled thought Vietravel Promotions posts were appealing, and 5% thought Vietravel Promotions posts were extremely appealing A similar proportion, slightly more than 5%, of customers expressed total dissatisfaction with Vietravels' posts The respondents were dissatisfied with the quality of Vietravel's digital marketing activity, accounting for 10% of the total Finally, 28 percent of customers said Vietravels' posts are neutral in terms of merit.
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Figure 3.7 The popularity of various forms of promotion used by Vietravel
The pie chart compares the popularity of various forms of promotion used by Vietravel Company for digital marketing activities on their website It is clear that customers find short videos far more appealing than other forms of promotion More specifically, 41.5% of respondents chose to watch a short video about Vietravel Company's tourism special offer, which is nearly twice the percentage of each type of promotion In contrast, only a small percentage of participants (10%) found Hybrid Form appealing Noticeably, the proportion of Vietravel’s promotion using images is strikingly similar to the type of promotion using music, at 12% and 15%, respectively Last but not least, concerning text- based posts, 21.5 percent of customers thought this type of promotion was appealing.
Figure 3.8 The quality of Vietravel's website's digital marketing services
The pie chart depicts the results of a customer survey on the effectiveness of Vietravels website's digital marketing services Overall, the majority of respondents were clearly pleased with Vietravel Company's tourism services More specifically, according to the graph, more than 55% of respondents believed Vietravel provided high-quality services Noticeably, nearly a quarter of customers thought Vietravel's services were excellent Customers
Mai Khác Kien — 11192613 — Business English 61B who complained about the service's quality, on the other hand, accounted for
7.5% of the total participants Finally, 24.5 percent of respondents thought the benefits of Vietravel services were trustworthy.
Figure 3.9 The Customization performance of the Vietravel website
RECOMMENDA TIONS che 42 4.1 Cusfomizafion .- Ăn HH HH HH HH ng 42 LỬA 'Ð0U ôn ả
Diversifying digital marketing channels As seen above, a significant portion of customers continue to use social networking sites like Facebook or Youtube to find business partners While Facebook is regarded as an essential component of people's daily lives, Vietnamese travelers continue to be Vietravel's primary customers Additionally, as shown in figure 3.2, Vietravel's current digital marketing channels did not significantly influence its content marketing initiatives As a result, it appears that increasing information dissemination through Facebook pages is worthwhile Currently, Vietravel has only focused on developing services on website systems and printed books, while its Facebook page and other channels of content distribution, such as the Tiktok platform, have received little attention If Vietravel could develop more programs to increase their Facebook popularity, the impact of content marketing services could be increased as a larger number of customers would be approached.
Furthermore, content marketing activities could add more value to businesses if Vietravel defines the messages of each article more clearly This can be accomplished by clearly identifying the goals of each project from the start.
Paying more attention to the customer lifecycle for each type of marketing service Businesses expect more in terms of content application for both new and loyal customers For example, there are some special offers for returning customers who have previously used Vietravel services, as well as discounts for new customers This aspect of digital marketing services had to be done clearly and effectively To accomplish this, Vietravels Marketing Department should devote more time to research and determining which parts are for all types of customers and which are for new customers Before beginning to write a promotion post on vietravel.com, they will have a suitable plan and clear objectives.
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Furthermore, more resources should be invested in visual and audio aids, as the current performance of images and hybrid forms is ineffective In the meantime, images and short videos are fantastic tools for attracting customers, conveying information, and vividly describing products or services Perhaps Vietravel could improve these elements by including a video function on listing advertisements, allowing for the posting of company introduction videos, as listing advertisements currently only show photos.
Finally, it appears that Vietravel's digital marketing team did not fully capitalize on familiar topics in several types of content, such as detailed information articles for products and services To improve this issue, each member of the Digital Marketing Department should read more and keep up with the latest trends However, what should be included in the content must be carefully considered and chosen in order to maintain the content's evergreen characteristics.
The benefits of Vietravel in this factor include regular content updates, creativity in each article, and a large number of keywords attached, which aids in optimizing Google search results These elements should be highlighted in the future.
Businesses can now target, track, test, and improve all of their marketing initiatives more easily thanks to digital marketing As a result, traditional media such as print, TV, and radio advertising have steadily declined in favor of trackable and results-driven digital marketing over the last ten years Businesses' perspectives will be limited by the past if they are unaware that marketing data can now be generated and analyzed.
Vietravel should evaluate the operation of digital marketing applications every month by visiting a variety of websites, including Google Analytics and Facebook Analytics This is done so that the company can see which digital marketing tools are effective by looking at the statistics They can then recommend a fix for tools that are unlikely to attract many users or improve the efficiency of those that are likely to perform well Furthermore, analytics can provide valuable insight to the Marketing division, motivating employees to focus on creating engaging content for social media and websites.
Finally, Vietravel should continue to use current techniques to investigate potential customers’ activities and adjust the appearance of the content so that it
Mai Khác Kien — 11192613 — Business English 61B can be shown exactly when they need it It is due to the relatively large impact it has on digital marketing services Furthermore, the process of selecting content formats and conducting market research has a positive impact As a result, when developing any digital marketing activities, each member of the Digital Marketing Department should maintain and uphold these stages.
This factor is thought to have the greatest impact on the effectiveness of digital marketing services To achieve the best results, Vietravel Company should continue to maintain and improve its digital marketing management process.
Vietravel should supplement the review team's human resources The task of meticulously checking after developing digital is crucial to its effectiveness. Because a single spelling error or incorrect typing in a company's address, phone number, or email address can have disastrous consequences Customers may be unable to contact the correct Vietravel Company, while the company with incorrect information may suffer a significant revenue loss The review team is currently not always completely finished with their tasks Because, despite having a large amount of work, there have been insufficient human resources As a result, a reasonable increase in staff in this division is required.
Vietravel would do well to add more digital marketing tools to their travel services in addition to SEO, SEM, and social media marketing to better understand the potential of this kind of marketing Vietravel would need to understand the advantages and disadvantages of each digital marketing channel as well as the circumstances in which the tools perform at their best For instance, because of their extensive exposure and viral influence, social media forums could help increase brand awareness when used to announce a significant accomplishment or milestone However, since email marketing can result in rapid results, it might be preferable to use it to advertise a discount offer and introduce tours.
Vietravel, on the other hand, can use publicly available data to investigate its competitors, such as Saigontourist or Hanoitourist, during the evaluation process For example, the company can go to Semrush and type in
"vietravel.com" to see how much traffic their primary websites receive With this information, Vietravel can determine which tours their competitors focus on and who their target audience is It would then be easier for the company to develop
Mai Khác Kien — 11192613 — Business English 61B strategic tactics for differentiating its products and increasing brand recognition.
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CONCLUSION e Summary of the study
Competition is becoming increasingly fierce in such a rapidly developing economy If a company lacks something that distinguishes it from the competition, it is easy to fall behind In this situation, digital marketing can help a company get closer to its target customers, especially with the help of cutting- edge technology As a result, understanding what contributed positively to the effectiveness of digital marketing services is critical for a company like Vietravel JSC.
In this study, the researcher aims at analyzing the factors affecting the effectiveness of digital marketing activities provided by Vietravel and suggest some recommendations to improve the service quality.
Firstly, the thesis pointed out some basic information about Vietravel JSC, as well as its provided services that are related to digital marketing.