An Investigation Into The Real Situation And Some Olutions For Attracting Tourists To Saigontourist Travel Service Company Da Nang Branch.docx

Second, I would like to thank the Board of Directors and the company'sdepartments for giving me many conditions to learn about practice and experienceat Saigontourist Travel Service Comp

INTRODUCTION

Rationale

The Vietnamese government believes that the country has rich and diverse tourism potential, so the tourism industry is considered an important economic sector The number of tourists is increasing rapidly and very quickly Millions of domestic and foreign tourists visit Vietnam, bringing huge profits to the country's economy Vietnam is a country that you cannot ignore when it comes to traveling.

Vietnam has millions of natural resources that are fully exploited Favored by nature, countless natural landscapes such as land, rivers, mineral resources, especially coasts, mountains and cultural heritage stretch across an S-shaped area in the center of the land water Da Nang is a place with many conditions to develop tourism companies with millions of attractive tourist destinations, while welcoming domestic and foreign tourists Tourism service business is an industry with many development opportunities To achieve this goal, it is necessary to improve the quality of services in the school department After interning and working at Saigontourist Travel Company, I realized that I was still not able to provide the highest standards of performance and service within the company Competition remains significant in this sector.

Therefore, to maintain the title of the leading tourism brand in Vietnam andSoutheast Asia, both the company's leadership and employees must work together and act together to achieve the best results.

Aim and Objectives

First, evaluate the current level of service quality of the marketing department of a large travel company in Da Nang Promote tourism development, especially tourism and travel services and the tourism industry in general I also focus on providing reviews and suggestions to improve the company's service quality.

Scope of The Study

Scope of the content: This study surveys the Marketing Department of Saigontourist Travel Service Company in Da Nang, especially the improvement of advertising processes and service quality of the Marketing Department of Saigontourist Travel Service Company.

Scope of time: Statistics and related documents used from 2020 to 2023.

Methods of The Study

To complete my thesis, I used a number of research methods to support my essay.

- To get the necessary information and data, I first used the observation method by contacting internal staff and the accounting department of Saigontourist Travel Service Company to get a lot of data The more specific the data, the better.

- Next, I analyzed the information and clearly evaluate the analysis results.

- Besides, I use the method of collecting customer opinions by using customer surveys.

- Finally, there is an online synthesis of the knowledge gathered while working internally and gathering customer feedback.

- This increases the company's visibility, listens to and strengthens the customer's perspective.

Organization of The Study

The graduation thesis includes 6 chapters:

Chapter 1: The introduction states the reason, purpose, scope, research methods and research organization.

Chapter 2: Presents the theoretical basis of this graduation thesis.

Chapter 3: Give general information about Saigontourist Travel Service Company.

Chapter 4: Analyzes and evaluates the current situation and advertising solutions of the Marketing Department at Saigontourist Travel Service Company.

Chapter 5: Discusses the difficulties and suggests some solutions to attract tourist

Chapter 6: Conclude and suggests some recommendation for Saigontourist TravelService Company and Duy Tan University as well as the Faculty of English.

THEORETICAL BACKGROUND

Tourism

According to Vietnam's Law on Tourism (2017), effective from January 1, 2018, it is stipulated that "Tourism is activities related to human travel outside the place of permanent residence for a period of time not exceeding 01 consecutive year to meet the needs of sightseeing, relaxation, entertainment, learning, exploring tourism resources or combined with other legal purposes.

For tourists, a travel program is a self-contained journey includes one or more destinations, tourist attractions, and of course return to the place of origin.

For people in the tourism business (travel companies, travel agents ), the tour program is a self-contained travel itinerary that stipulates: place of departure (as well as the ending point) of the journey, destinations in the program, length of trip duration and accompanying services to maximize the needs of tourists.

For tourism managers, according to the Travel Management Regulations of the General Department of Tourism Vietnam calendar stipulates: "Tourism program is a set of services such as departure, accommodation, meals, transportation and tour programs mandarin" This regulation is intended to help travel businesses understand correctly operating range activities and characteristics of the products and services that the company is doing business.

Types of tourism are classified according to many different criteria.

The territorial ranges of the trip

The purposes of the trip

- Tourist Resort - Ecotourism - Cultural and historical tourism - Tourism to visit, explore - Sports tourism

The types of tourism by form

- Group tourism - Personal tourism - Backpacking tourism

The time of the trip

- Short-term tourism - Long-term tourism

The ages of tourists - Youth tourism

Travel Company

A travel company could be a special type of commerce, primarily doing commerce within the field of organizing, building, offering and actualizing bundle visit programs for visitors.

In addition, travel companies can moreover conduct middle person exercises such as offering items of tourism product suppliers or performing other common trade activities, ensuring to serve wants of visitors calendar clients from the primary step to the final step in their travel journey

Each country has a classification suitable to the actual conditions of tourism activities there Usually people rely on the following criteria to classify travel companies:

 Main tourism products of travel companies.

 Main scope of activities of travel companies.

 Scale and mode of operation of the travel company.

 Relations between travel companies and tourists.

 Regulations of tourism management agencies.

Depending on each country, the classification of travel companies will also be different to adapt to the conditions and situation of tourism activities there In Vietnam, travel companies are divided into two main types: international travel businesses and domestic travel businesses.

Domestic travel businesses are responsible for building, advertising, selling and organizing the implementation of domestic tourism programs They are also entrusted to provide travel services for international visitors who have been introduced to the Vietnamese market by international travel companies.

Conditions for domestic travel business:

• Registered for a domestic travel business license with a competent authority;

• Provide domestic travel business plans and organize travel programs to attract customers;

• The head of a domestic travel company must have at least 3 years of experience operating in this field;

• Must meet the conditions on rights and obligations of organizations and individuals doing tourism business in Articles 39 and 40 of the Law on Tourism.

International travel businesses are responsible for building, advertising,providing and organizing travel programs, including both complete and partial packages depending on guests' requirements, to attract visitors Vietnam At the same time, the company also takes citizens and foreigners residing in Vietnam to travel around the world.

Conditions for international travel business:

• Registered for an international travel business license issued by a competent authority;

• Provide business plans and organize travel programs for international tourists according to the scope of business specified in Clause 1, Article 47 of the Law on Tourism;

• The head of business operations must have at least 4 years of experience in the travel field;

• The company owns at least 3 tour guides with international tour guide cards;

• Have a deposit as prescribed by the Government.

Marketing Office Department

The Marketing Office Department responsible for approaching and convincing customers to buy products and use the business's services through many different activities, such as advertising, sales, market research,etc product/service development and distribution.

The Marketing Office Department is considered a bridge between businesses and the market, between products and consumers, between product/service attributes and consumer needs Therefore, they play an extremely important role in business operations.

2.3.2 Responsibilities of Marketing Office Department

 Build and develop brand image

 Product development and market expansion

 Develop and implement Marketing strategies

 Build and maintain relationships with the media

 Build personal relationships with reporters and editors

 Provide timely, accurate and useful information to the media

 Participate in media events and seminars

 Organize activities for the press

 Manage and lead the Marketing team

 Advise the Board of Directors

2.3.3 Organizational Structure of Marketing Office Department 2.3.3.1 Head of the Marketing Office Department

Head of the Marketing Office Department is a senior administration position within the Marketing office They are capable for working and overseeing the Marketing exercises of a trade The part of a Marketing executive incorporates imperative assignments such as deciding showcasing techniques, analyzing the market, overseeing client connections, guaranteeing income development by making advertise comes about and follow-up administrations

Digital Marketing staff in the Marketing department are responsible for promoting, marketing and building the company's brand on digital platforms The work of Digital Marketing staff includes: Market research, customer analysis,

Within the Promoting office, an SEO representative is dependable for look motor optimization exercises for a business's site or online venture Their main errand is to assist the business's site show up in a tall position on look comes about of look motors to draw in more potential clients

The designer within the Marketing office is dependable for the aesthetics and picture quality of the business's distributions and showcasing devices.

CASE DECRIPTION

Saigontourist Travel Service Company Overview

About Saigon Tourist Travel Service Co, Ltd,

Saigontourist Travel Service Company was founded in 2011 and is a tour operator with a robust branch network based in Ho Chi Minh City From the its original HCMC to important regions in the North, Central, and Central Highlands of the nation, Saigontourist Travel Service Company currently serves international travel in Southeast Asian markets and offers tours around Vietnam through more than 24 offices and 18 branches including Da Nang Branch.

Information about Saigon tourist Travel Service Co, Ltd,

Saigontourist Travel Service Co, Ltd,

 Full corporate name: Saigontourist Travel Service Company Limited

 Head office: 45 Le Thanh Ton, Ben Nghe Ward, District 1, HCMC, Vietnam.

 Mail: info.std@saigontourist.net

 Office name: Saigontourist Travel Service, Da Nang Branch

 Address: 357 Phan Chau Trinh, Hai Chau Ward, Da Nang City, Vietnam

 Social Media: https://www.facebook.com/saigontourist.danang/about

3.1.2 Activites of Saigontourist Travel Service Company

Figure 1 Logo of Saigontourist Travel

Persuaded by Saigontourist Travel's long-standing mission to set up itself as a preeminent brand inside Vietnam and Southeast Asia, draw upon over half of decades encounters making uncommon client encounters, the company's current techniques direction emphasizes comprehending the subtleties of both advanced and conventional tourism to viably cater its differing household and universal clients

Inbound (Domestic travel for foreign travelers)

As a driving tourism director inside Southeast Asia, Saigontoursit Travel recognizes the importances of giving remote guests with a plenty of visit alternatives upon entry in Vietnam This commitment shows within the creation of different revelation visits that dive into Vietnam's wealthy social legacy and authentic embroidered artwork, regularly interlacing captivating subjects to develop a subtleties understanding of its magnificence, including both breathtaking normal scenes and inviting communites

Figure 2 Tour domestic for foreign visitors

Futhermore, the vital situating of Da Nang as a essential passage point for worldwide sightseers necessaitates a significant understanding of target gatherings of people hailing from differing countries

Outbound (International travel for Vietnamese)

Saigontourist Travel Service Company, a traiblazer in opening up exploratory ventures over the globe for Vietnamese travelers, has set up a strong organize of over 60 worldwide accomplices This broad collaboration, coupled with their learned staff and experienced guides, empowers them to minister immersive multicutural encounters that envelop the abundance of humand civilization, differing scene, one of a kind customes and scrumptious nearby cusines

Figure 3 International tours for Vietnames citizens Domestics (Tour toward Vietnam)

Saigontourist Travel Service Company offers sightseers more than 300 household travel items with interesting courses and diverse encounters Through Saigontourist Travel's enthusiastic ventures, guests will adore their excellent country more

Additional services (Renting car/Free easy/ insurance, )

Saigontourist Travel Service Company assist prioritizes the well-being and comfort of its clientele by advertising comprehensive protections benefit bundles planned to relieve potential travel dangers and tensions.

Furthermore, their proficient and versatile carry groups give secure and transportation, guaranteeing a consistent and comfortable travel encounter.

Figure 4 Our dedicated staff of Saigontourist Danang Branch

Deputy general director: As the second-in request, this person holds essential obligation for defining long-term key plans, making key trade choices, and coordinating operational exercises

The front-line deparment in charge of straightforwardly working with our clients who is contact with us counting directing division, showcasing group and working division for easily and the most excellent client encounter amid the travel visit

Figure5 Organization structure of Saigontourist o Inbound Department: Centered on serving outside visitors, this division speaks to the company's primary income source They are dependable for planning, promoting and executing inbound visit bundles o Outbound Department: Catering to Vietnames visitors looking for universal travel encounters, this office organizes and oversees outbound visits to different goals o Domestic Department: Custom fitted towards Vietnames household tourism, this office plans, gives and oversees visits inside Vietnam, counting transportation, accomodation, and neighborhood guides o Coach Department: This division fosteres associations and collaborations with transportation and activity companies to guarantee effective and solid travel coordinations

Responsible for the backline activities including: Finance department,research and developing department, sales department and administration department o Finance Department: Responsible for financial management, including cost calculations, cash flow analysis, revenue-profit reconciliation, and debt management o Research and Development Department: Focused on market research and development activities within the region, this department seeks to identify and analyze tourism trends and opportunities. o Sales Department: Undertaking comprehensive marketing efforts both domestically and internationally, this department engages in roadshows, product launches, market research, and strategic planning to promote the company. o Administration and Transalation Department: Providing critical support services, this department manages company documents, assists the Guiding and Operating Departments with tour preparation and translations, and facilitates communication within the organization.

3.1.4 Facilities of Saigontourist Travel Service Company

Saigontourist Travel Service Company branch at 357 Phan Chau Trinh, Hai Chau Ward, Da Nang City has a 1-story box structure This is one of the busy roads in Da Nang City, convenient for attracting customers to the company Although not the headquarters, Saigontourist Travel Service Company Da Nang branch is still fully equipped with modern technical facilities and full amenities Below is a statistical table of the company's general technical facilities

(Source: Saigontourist Travel Service Company)

Table 3.1.4 Facilities of Saigontourist Travel Service Company

The director's office is an executive space reserved only for the top leaders of the unit with the ability to control the office situation of the entire company.

At the same time, this is also the place to welcome guests as well as important business partners of the company, so the equipment and facilities in this room will be more elaborate than other offices The General Director will work in a separate room and 2 Deputy Directors will work together in the other room These two departments will be decorated quite similarly,with the only difference being that the General Director's room will be equipped with additional sofas to facilitate welcoming important partners.

This is where staff plan and design tours for foreign and domestic guests Because the company focuses mainly on designing diverse tours so that customers have many choices, the number of employees working in this department will be larger than other departments, so the area and number of pages will be larger There will be more equipment in this department than in other departments.

The sales department often participates in activities to keep the company in good shape such as building business strategies, product strategies, marketing strategies, managing customer relationships, and finding new customer sources … and ensure that the company's products or services reach customers effectively Electronic equipment in this room will be equipped more than other rooms to facilitate the management of the company's customer system.

This is the place to welcome customers in the company's lobby area.

The receptionist is the face of the company, so the initial image of the company in the minds of customers always depends a lot on the way the receptionist works and behaves The reception area will be simply decorated while still maintaining elegance and sophistication and equipped with necessary items for welcoming customers and handling arising problems

Any company will have a separate meeting room for large and small employees in the company and Saigontourist is no exception Because this is the place to convey information from the head of the company to representatives of the departments, it will not take up too much space of the company This room will be decorated quite simply because each person will represent a different department and what they need is the content of the meeting, so equipping other equipment is unnecessary.

For employees, overtime is unavoidable and working continuously for a long time is also impossible, so the company has cleverly allocated an additional room for dining and breaks for employees This room will have a large dining table and all the necessary eating utensils for everyone.

Real situation of Marketing department at Saigontourist Travel Service Company

The marketing department is a department of the company responsible for marketing One of the main goals of this department is to sell as many products as possible for the company, such as car rental, airline ticket booking, travel insurance, travel coupons, Japan visa entrustment services, Free Easy service, …

The team will design marketing strategies and combine a number of appropriate promotional methods such as advertising on websites and social networks to meet customers' needs and desires, listen and help customers easily reach customers access their company's products.

This department will design products at the right price for the right consumer segment, in the right place and at the right time They are also responsible for developing promotions and maintaining long-term relationships with customers.

3.2.2 Human Resource 3.2.2.1 Organization of Marketing Department

With a team of professionally trained staff and good working attitudes, Saigontourist Travel Service Company always brings customers good experiences and great trips, from which the company always receives positive feedback highly appreciated for service quality as well as staff quality.

 Head of the Marketing Department

The Head of Marketing Department is the person with the highest management position in the Marketing Department and is also responsible for operating and managing the company's Marketing activities.

The main duties of this position include: o Responsible for developing and implementing Marketing strategies consistent with business goals and vision of the enterprise. o Manage the Marketing department, including recruitment, training, and performance evaluation of staff. o Work with other departments: Sales department, production department, finance department, to ensure the business's Marketing activities are coordinated smoothly and effectively.

Digital Marketing staff are responsible for promoting, marketing and building the company's brand on digital platforms and social networks The work of a Digital Marketing employee includes: o Market research, customer analysis, determination of Digital Marketing goals and strategies. o Implement activities such as SEO, SEM, Social Media Marketing, Email Marketing,

In the Marketing department, the SEO employee is responsible for all search engine optimization activities for the company's website or online projects Their main task is to help the business's website appear in the most visible position on search results of search engines such as Google, Bing, CocCoc to bring the company more potential customers.

Specifically, the work of an SEO employee often includes: o Plan content according to business strategy o Research and come up with ideas to deploy content according to the approved topic plan o Write standard SEO articles according to search engine criteria o Optimize On page criteria for content o Analyze and measure effective content optimization indicators o Deploy content formats as requested by superiors

The designer in the Marketing department is responsible for the aesthetics and image quality of the business's publications and marketing tools Specifically, the work of a Designer includes: o Design Marketing publications, including posters, brochures, leaflets, catalogs, banners, websites, logos, o Edit images and videos for Marketing campaigns. o Develop ideas and design new Marketing products, suitable to customer needs and tastes. o Coordinate with other departments in the Marketing department to ensure consistency of publications and marketing tools.

To ensure the best service for guests staying at the hotel, working hours are divided into 8 working hours, excluding lunch breaks Office hours are divided into 2 shifts, morning and afternoon, so employees work 4 hours each shift Office hours apply to all employees regardless of rank For Saigontourist Travel Service company, except for tour guides, company employees will work at the company from Monday to Friday according to the following hours:

Monday 8:00am – 11:30am 13:30pm – 17:30pm Tuesday 8:00am – 11:30am 13:30pm – 17:30pm Wednesday 8:00am – 11:30am 13:30pm – 17:30pm Thursday 8:00am – 11:30am 13:30pm – 17:30pm Friday 8:00am – 11:30am 13:30pm – 17:30pm

At work, our working attitude or the way we express ourselves and communicate with others will show whether our working style is professional or not Possessing a standard, serious working style will help us create relationships and build a long-term reputation within the company

Below are the criteria to help us become an employee with a professional working style: o Always smiling, enthusiastic, elegant and polite. o Handle customer problems tactfully. o Keep calm and control every situation. o Honest, trustworthy. o Know how to apologize and resolve problems with customers. o Have a spirit of teamwork. o Be responsible for all your actions and words o Responsive and proactive o Keep personal concerns to a minimum

Planning strategy and conduction for Marketing content

Proposing suggestions on priority content for early implementation

Previewing available content on the website and external reference sources

Collecting data, quotes, and necessary procedures

Reviewing comments from reviewers, and making edits to the article

Submiting edited content to the editor again for final approval.

Posing approved content to the CMS system 14

Analysis

D ep ar tm en t N u m b er

M al e F em al e U ni ve rs it y C ol le ge H ig h s ch oo l C hi n es e E n gl is h K or ea n

Table 4.1.1 Marketing Department employees’ detail situation

In general, the labor structure of the Marketing Department is quite reasonable, suitable for the scale of the travel company Most of the employees in the Marketing Department are young people, but their high capacity and work experience show that the company always recruits excellent employees with foreign language degrees.

GOOD STILL IN USE NEED TO REPLACED

Chart 4.1.2 Facilities of Marketing Department

It can be seen that in 2023, the condition of technical facilities at Saigontourist Travel Service Company was almost all at a Good level, meaning that personnel in all departments were always conscious of protecting the company's common assets.

A relative amount of equipment was still usable, showing that the equipment was of very good quality There are a few remaining devices that need to be replaced because of frequent used over a long period of time Equipment equipped in the company will always be checked periodically and repaired or replaced if it does not work or has problems

4.1.3 Business Situation 4.1.3.1 Number of Tourists

Table 4.1.3.1 Number of Tourists of Saigontourist Travel Service Company 2021 –

Through the table of the number of international and domestic visitors using services at Saigontourist Travel Service Company from 2021 to 2023, we can see many fluctuations Specifically, from 2021 to 2022, the number of tourists tends to decrease, from 5,340 visitors to 4,840 However, in the period 2022-2023, the number of tourists will increase but not significantly with 5,567 visitors using services at Saigontourist Travel Service Company And the main reason leading to these changes, especially the change in the number of international visitors to Vietnam, is due to the impact of the Covid-19 pandemic, many countries had to temporarily suspend immigration to control disease risks Therefore, the number of international visitors tended to decreased sharply while the number of tourists to increased steadily.

Looking at the table above, we can see that the annual revenue of outbound tourists increased significantly, the revenue of inbound tourists decreased significantly and the revenue of domestic tourists decreased in 2022 and increased slightly in 2023 In general, within 3 years, the company's revenue has many

Inbound Outbound Domestic fluctuations, especially outbound and inbound customer revenue The causes leading to those fluctuations are:

- Regarding outbound customers: revenue tends to increase strongly.

Nowadays, the trend of "escaping one's comfort zone" is becoming rampant.

Many young people come to travel companies with the desire to explore the world A small number of older people travel abroad for enjoyment And the remaining few are often entrepreneurs and investors, who want to seek new opportunities from different cultures In particular, the company also launched many attractive and unique promotions, making many people intending to travel abroad more certain in their decision Those are also the reasons why revenue in 2023 will increase 3 times compared to 2021.

- Regarding inbound customers: revenue from this type of customer is completely opposite to outbound customers Revenue in 2023 will decrease by 2 times compared to 2021 Most of the reason for this difference is due to the impact of the Covid-19 pandemic, some countries had to temporarily suspend immigration to deal with this damage

- Regarding domestic tourists: looking at the chart, we can see that the revenue of this type of tourists increases and decreases steadily, because after the Covid-19 pandemic, the company stimulated tourism demand by launching discount vouchers and attractive promotions, so instead of spending money to travel domestically, people will choose to travel abroad.

No individual is perfect and there will always be room for improvement.

Therefore, periodic personnel evaluation activities are considered an opportunity for businesses to build and promote stronger relationships with employees and create motivation for them to develop After surveying customer reviews, the company will carefully review and provide constructive, honest, transparent and well-considered feedback, from which the quality of the company will be improved much higher Below is a general assessment table after a random survey of 100 customers who have used services at Saigon Travel Company in 2023.

Quality of Staff Very satisfied Satisfied Normal Not satisfied

Through the evaluation table of general survey results, it can be seen that the service quality of Saigontourist Travel Service Company is very good and customer satisfaction is at a good level with an average of 80% rating 'very satisfied'.

Regarding how to organize travel programs for customers, the staff always gives customers many choices, both suitable for their ability to pay and giving customers great enjoyment when staying , dining and travel In addition, tour guides are always looking for new games that are both healthy and fun so that customers do not feel bored In the evening, the dinner party will take place in many different spaces such as gardens, restaurants This is an opportunity for everyone to express their feelings during the trip and is also the most reasonable time to preserve those happy memories To receive such good reviews, the company's employees have undergone extremely thorough training in terms of expertise as well as how to behave towards customers This also contributes to creating the unique features ofSaigontourist Travel Service Company.

Marketing Strategy

In the tourism industry, especially for travel companies, the product is the decisive factor for the company's existence and development The more diverse and unique a company's products are, the more competitive advantage that company will certainly have Travel companies will satisfy customers' travel needs with travel products Therefore, Saigontourist Travel Service Company always prioritizes product strategies and diverse tour products that are learned and collected from different factors such as observing the tourism market, customer's need…

Saigontourist always focuses on the quality of its products The company always wants to bring customers the best quality products and that is what has created the company's characteristics and is also an important factor in attracting customers Below are the policies that Saigontourist Travel Service Company always pays attention to in its product strategy.

The company has used a market penetration strategy to change the quality of tourism products as well as provide customers with the best services.

Customers will easily know Saigontourist through the media and social networking platforms such as the official website, Facebook, Youtube or will be advised directly by customer service staff via the hotline for using service.

After completing a wonderful journey with Saigontourist, customers will receive many attractive incentives from the company Customers will receive discount opportunities when using other products In addition, when using high- value products (from 20 million VND), customers will enjoy attractive discounts of up to 30% at partner companies such as restaurants, spas, hotels Currently, the company has a Saigontourist travel membership card program Members of the

"Golden Apricot Blossom" program will receive many attractive benefits that gradually increase with each card level they own and have the opportunity to exchange many valuable gifts and package tours from the program's gift warehouse.

Always learning and learning more about customer needs is the marketing strategy that Saigontourist is aiming for The company will rely on current potential customer sources to launch new products to increase appeal In addition, the company has launched attractive tours for this summer, which is considered the

"golden season" for travel companies nationwide, for example: "Brilliant Danang fireworks dance [ Hue - Truc Lam Bach Ma Zen Monastery - Hoi An - Ba Na - 3DPainting Museum] (4 days 3 nights) with just over 9 million VND coming in June2024 This is not a trip to visit Da Nang Da Nang is normal, but when tourists come here, they will have the opportunity to admire the International Fireworks Festival, one of the largest events of international stature These are not just simple fireworks displays but also have the participation of famous countries around the world.

Saigontourist not only does business mainly in the field of travel but also does business in many other fields such as air ticket business, car rental, travel insurance, Japanese visa entrustment service, cuisine, entertainment, training so, to achieve the initial goals set by the company and affirm the company's position in the country and the region, what the company is interested in is the product diversification strategy.

Price is an important consideration, greatly influencing customers' decisions and choices and is also the only factor that generates revenue for the company The question that is always asked of the company is how to make customers feel satisfied with the products, service quality, and value that Saigontouirst brings to customers when using the company's services compared to the cost they paid.

Therefore, Saigontourist's price marketing strategy will make customers completely convinced by the prices set by the company And the pricing of products will be based on the 3 factors below.

There is no product that does not have a profit element in it In fact, Saigontourist company has tried to create products with reasonable prices for customers and develop the company's competitiveness The company has focused on reducing input costs such as transportation fees, tour organization, marketing while transportation fees greatly affect the setting of tour prices.

There are 3 strategies used in this element, which are:

 Penetration Pricing: In this strategy : the company will proactively build product prices with lower differences compared to other competing companies To achieve the goal of attracting a large enough customer base, the company decided to offer services at package prices instead of selling individual services, the company focused on combining products of different types into one common service to save more costs In addition, the company will decide to maintain the same price or even reduce the product price to an acceptable level on special days.

This has helped the company maintain a stable customer base.

 Economic Pricing: Saigontourist always focuses on this policy because this is the policy that attracts many customers to the company Saigontourist has launched products with prices ranging from cheap to "super cheap" in lower markets.

 Psychological Pricing : Normally, to know the quality of the product, customers will choose products with high prices That is the common psychology of many customers Therefore, when Saigontourist decided to use this factor strategy, the company was not simply considering economics but more importantly considering customer psychology The quality of a tourism product is a very difficult thing to determine from the beginning, so customers always base their determination on the price of that product There are many products that do not have much difference in price and many customers will immediately choose the product with the lower price because they think that if they choose the product with the higher price, there will be no difference However, there are also many customers who do not hesitate to choose products with higher prices because they think that if they spend a little more money, they will receive better service.

Currently, there are many companies that set pricing policies based on the company's status and position in the tourism market Saigontourist is currently still the top travel service company in Vietnam, so the company will be less influenced by other rival companies, without worrying about the pricing policies of other companies In addition, Saigontourist company always diversifies products with many different prices to suit many different markets And this also becomes a concern for rival companies However, the company always updates and grasps the prices of other companies because other companies' prices are the benchmark for pricing the company's products Thereby, it can be seen that Saigontourist has found appropriate pricing strategies to retain customers and increase revenue for the company.

In business, whether or not they can sell a lot of products is what business owners care about most Because the main purpose is to sell as many products as possible and increase revenue To do this, the company always expands its business network and uses appropriate distribution strategies.

General Evaluation

It must be said that the development and wide recognition of Saigontourist Travel Service Company today is thanks to the contributions of all personnel who are well-trained in quality and qualifications, in which the role of the market is extremely important.

The market staff has many outstanding advantages that bring many advantages and success in the company's business activities, specifically:

- The human resources team is always knowledgeable and has many years of experience helping businesses promote marketing without spending a lot of time on training and control.

- With high expertise and flexibility, the marketing team always easily supports the company when needed.

- Always learn and create exclusive marketing strategies to bring potential customers to the company

- Ability to receive and solve problems quickly.

- With a relatively young employee base, reaching customers through social networking sites is not difficult for the company.

- The design staff always has a youthful and creative aesthetic, always creating diverse products that easily attract customers.

- Work diligently and meticulously to bring high working efficiency.

- Always keeping up to date with the market, we should have flexible business policies and successfully design the company's extensive promotional and advertising programs.

Besides the above advantages, the marketing department still has a few shortcomings and problems that need to be improved, specifically:

- Some employees in the marketing department have not really improved their language skills and are still confused when encountering terms at work.

- The creativity of designers is limitless, but they do not really focus and elaborate on a certain product.

- The products have not been widely advertised in mass media and do not attract many potential customers, especially international customers.

DIFICULTIES AND SOLUTIONS

Company’s Difficulties and Solutions to Improve

Today, foreign languages are the "springboard" to help us reach out to the world so we can communicate, learn and integrate with people FedericoFellini, Italian film director said: "Each different language gives us a different vision of life" Lack of cultural sensitivity can lead to mistrust and misunderstanding, reducing the ability to cooperate, negotiate and compromise As globalized life with the support of mobile phones and communications is bringing the world closer together than ever, global citizens, especially young people, have more opportunities to come into contact with new languages As a young person, if you do not have a foreign language in hand, you will become someone who falls behind the times Foreign language proficiency is standardized not only in English but also in other languages such as Chinese, Korean and Japanese Changing personnel at this time is necessary Most of the employees in the company and especially in the marketing department are young Even though he is young and enthusiastic, he sometimes still lacks experience in working and communicating with customers, especially foreign customers This is actually the biggest weakness for the company The staff's foreign language skills are still quite weak Some employees, even in the marketing department, have employees who only know one language, so they need to practice and improve other foreign languages such asJapanese, Korean, French… The company needs to recruit employees with many years of experience working in the industry and fluent in many different foreign languages to confidently communicate with customers.

Every product that reaches customers' hands must be the most polished and perfect To create quality products, those products must be created meticulously, which means that employees, specifically tour designers, must really focus on their products coming soon to customers But the tour designers in the company still implement the idea in a sketchy and unfocused way From an individual employee perspective, lack of focus at work will result in poor quality products and many errors This will reduce their chances of future advancement And from the business side, an unfocused employee will reduce the team's performance and morale, and even reduce the company's revenue, causing the company to fall behind compared to outside competing companies The company should train and practice soft skills, specialized skills for employees through evaluating and identifying employee strengths and weaknesses If not corrected, in the long run this will affect the company's development.

One of the unfavorable competitive situations that causes a company to be least known is to launch a new product or service later than other competing companies, while other companies, which are faster has dominated this large tourism market No matter how beneficial a new product is, it will not bring profits to the company if it is not advertised appropriately Research and find opportunities to advertise products through online distribution channels such as Facebook,Youtube, Tiktok, Instagram … or advertise in the traditional way through billboards at airports and train stations … These advertising strategies will be more accessible to customers, and if not widely advertised through the distribution channels mentioned above, all strategies such as promotions and competitive prices will … all become meaningless.

External Difficulties and Solutions to Improve

In addition to the weaknesses mentioned above, the company also faces external difficulties that make its tourist attraction increasingly weaker, and below are some difficulties and solutions to overcome those difficulties.

5.2.1 Impact from the Covid-19 Pandemic

Since the Covid-19 pandemic, every sector has stood still, especially the tourism industry The Covid-19 pandemic caused Vietnam's tourism industry in general and Saigontourist Travel Service Company in particular to stagnate for 2-3 years All tourism services have almost fallen into a state of "hibernation", the number of tourists has decreased sharply, making maintaining revenue more difficult than ever The World Tourism Organization predicts that recovery of the tourism industry to pre-crisis levels is expected to take up to 3-4 years To develop the company in a completely new context after the global pandemic, the company needs to restructure the tourist market in a sustainable way, especially promoting the domestic tourist market so that domestic tourism becomes the main pillar of the industry today In a context where it is impossible to increase the number of international visitors until the epidemic is under control or the number of international visitors increases slowly after the pandemic, stabilizing and promoting growth of the domestic tourist market is an important solution This both meets the tourism needs of domestic people and ensures the ability to maintain tourism businesses in the short term.

5.2.2 Competition with Other Travel Companies

Why in competition is one travel company successful while another is not?

That is the question most concerned by leaders of companies in all fields And competition is always a hot topic today in the economic market Nowadays, each person's travel needs are increasing, travel companies are increasingly new and opening more branches across the country with many extremely attractive incentives and services This will seriously affect the company in the long run, making it fade in the eyes of customers However, price competition is always the fiercest and most difficult competition for travel companies because it has two sides On the one hand, it will attract customers because the price is cheaper than other companies, on the other hand it will repel customers because the service quality will be reduced according to the tour price reduction Therefore, what the company needs to do is to understand the travel needs of potential customers,actively research new routes, build attractive tour programs, and meet customers' needs in a good way.

CONCLUSION AND SUGGESTIONS

Suggestions

Below are some specific suggestions to contribute to improving and enhancing the quality of products of Saigontourist Travel Service Company and especially for the Marketing Department.

6.1.1 For Saigontourist Travel Service Company

The company should organize more frequent meetings to evaluate and reinforce the quality and productivity of each department From there, manage and improve the weaknesses of each department, improving the working quality of the departments.

In addition, the company should expand the market as well as promote tourism activities to attract new customers to use the company's services There are many sources of potential customers but they may not know about the company's travel services or because the product is still a bit vague so it doesn't really attract customers.

Build and renew best-selling products and improve products that don't really stand out This is very important in advertising services to customers Learning and improving are always advanced solutions to stop a company's decline in today's economically volatile market.

Focus and refine products meticulously so that when customers use the products they will feel happy, satisfied and give the company good reviews

Promote company communication by promoting products on social networking sites such as Facebook, Tiktok, Youtube, Instagram these are the social networking applications that have the greatest influence on people today

Collaborate with the Tour Operations Department to offer affordable products that suit customer needs in today's economic fluctuations.

Design attractive tour programs, discover newly exploited tourist destinations, creating newness and creativity for trips This helps visitors, whether new or old, feel surprised because they will discover the unlimited beauty of Vietnam.

Having spent a significant amount of time studying at Duy Tan University, I have a deep impression of the school In passing, I propose a number of recommendations that would appear to upgrade the university's services I believe these thoughts prove to be important.

First, I would like to suggest that the school should increase the number of field trips for English subjects related to Tourism In the long run, this will affect the skills that students need such as: communication skills, reflective skills, situation handling skills Increasing these field trips will help students apply the theories learned in school to practical sessions better, from which students will improve and understand what they need to do in each different situation confidently.

I would also like to suggest that for the Tourism English major, there should be more courses related to the Tourism industry, such as English courses for tour guides, hotels, and restaurant servers…

I also want to add my opinion on the current issue of parking using e-wallets.

On Facebook groups, there are many complaints about the inconvenience of paying parking fees by card as the school has implemented Some students reported that the parking fee payment device worked very poorly The security guard had to swipe the card up to 4 times to be able to pay, but when he got home to check, the e-wallet was deducted 4 times the normal parking fee There are many other complaints from students I think the school should upgrade the payment equipment or return to the method of paying student parking fees in cash That will help a lot in paying parking fees more quickly, both appeasing the "rain of complaints" from students and minimizing traffic congestion when school ends.

Next, about registering for credits for the new semester As a senior student, after more than 8 credit registration periods, there were only no more than 3 times when I registered stably, and the remaining times I had to wait until the morning to register but ended up running out of classes I don't know the reason for the above unwanted incident, but there are many students complaining fiercely about this issue I hope the school can find out and come up with a solution to this problem as soon as possible to ensure quality learning for students Because there are many students who graduate late or can only register for 1-2 courses for the entire semester because they are not allowed to register for courses right at the time the school opens the course registration portal.

Finally, there is the issue of unexpected schedule changes This is the most common problem for both students and teachers in school Hopefully the school can create conditions for students and teachers to go to school and teach so they can arrange travel time more reasonably.

I trust these proposals will benefit students and contribute to the continued development of the university's services.

As a student of the Faculty of English for 4 years, I have learned a lot from profound knowledge, experience and experience However, I would like to suggest a few things so that the Faculty of English can understand the wishes of students that students may be afraid to comment on.

First, I see that the number of foreign lecturers teaching at the Faculty ofEnglish is still small Because the major is English, creating conditions for students to contact and communicate with foreigners is very necessary, especially during the study process, students will learn from foreign lecturers not only about knowledge but also the most basic issues such as pronunciation, intonation, ability to reflect,debate This will help students be more confident when communicating with foreigners.

Next is about the teaching curriculum, there is a subject that does not have a unified teaching curriculum among teachers, some teachers use the old curriculum and some teachers use the new curriculum This will have more or less an impact on students' scores Hopefully the Faculty of English will unify and update the latest textbooks so that students' scores can improve and be fair to each other.

Finally, the Faculty of English has organized extracurricular activities such as performances, debate competitions, exchange programs, talk shows But still attracts few students to participate Maybe because those programs are not attractive and unique enough The Faculty of English should improve the scale and quality of programs, such as organizing international programs or competitions such as Halloween costumes, prom parties for senior students Because these activities are very popular with young people today abroad and in Vietnam, they can also help students feel the culture of the country they are studying.

I hope these comments will help the Faculty of English somewhat understand the wishes of students and improve the quality of the Faculty of English.

Conclusion

Along with the development of the country, the tourism industry has progressed a lot and achieved many remarkable achievements Survey assessments on the number of customers and revenue have affirmed the role of the tourism industry in today's national economy The tourism industry has made an important contribution to economic growth, poverty reduction, ensuring social security, preserving and promoting cultural values, protecting the environment and maintaining security and national defense.

Experiencing many difficulties and obstacles from the appearance of other competing travel companies, natural influences such as the Covid-19 pandemic,storms and floods leading to a scarcity of customers, but Saigontourist TravelService Company always strives to change and adapt to those difficulties, thereby helping the company always maintain its leading position among the top typical travel companies in Vietnam and especially in the tourism industry.

It can be seen that in order to survive in the current context of economic fluctuations, companies must come up with reasonable marketing strategies to bring about short-term benefits such as sales, profits as well as long-term goals such as image and brand Besides, there are still a few issues that need to be implemented and resolved quickly such as improving employee morale, improving employees' foreign language skills and widely advertising the company's products more spacious.

However, other large and small departments in the company should also proactively respond to the company's changes and use them as motivation to help the company grow to become the No 1 travel service company in Vietnam.

Especially the market department needs to work more energetically and focus on the products created, try more active ways of working and learning to find the best solutions for the prosperity of the company

After a period of work experience at Saigontourist Travel Service Company,with the accumulated knowledge and experience, I completed this thesis and also thanks to the guidance of Ms Linh and her encouragement The enthusiastic support of teacher Nguyen Xuan Tich, the companionship and guidance of colleagues, and the dedication to teaching of teachers Sincerely thank!

[1] Douglas G Pearce and Richard W Butler (1993) Tourism Research

Critiques and Challenges Routledge Publisher.

[2] George E.Belch Micheal A.Belch (2001) Advertising and Promtion.

[3] Robin A.Chadwick (1994) Travel, Tourism, and Hospital research John Wiley, Sons, Inc.

[1] Nguyễn Văn Mạnh & Phạm Hồng Chương (2012) Giáo trình quản trị kinh doanh lữ hành Nhà xuất bản Đại học Kinh tế Quốc dân, Hà Nội.

[2] Nguyễn Văn Mạnh & Nguyễn Đình Hòa (2015) Marketing du lịch Nhà xuất bản Đại học Kinh tế Quốc dân, Hà Nội

[1]https://www.saigontourist.net [2]https://vietnamnews.vn

[3]https://luatvietnam.vn[4]https://dulichsaigon.edu.vn[5]https://www.vietiso.com

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Thông tin cá nhân (Personal Information)

*Thông tin cần có (required field)

1 Họ và tên (Full name) *:

5 Tuyến du lịch (Tour itinerary) *:

6 Tên hướng dẫn viên (Tour guide's name): _

7 Quý khách đến với Cty DVLH Saigontourist qua (How did you know Saigontourist Travel Service)

) Ý kiến cụ thể (Your comment/

(Restaurant) Phương tiện vận chuyển

(Driver) Chương trình du lịch

(Tour program) Nhân viên bán vé

(Counter staff) Hướng dẫn viên

Những góp ý của Quý khách trong chương trình Du lịch (Your comments in the Travel program) a Điểm tham quan hấp dẫn (Attractive sights) b Điểm tham quan không hấp dẫn

(Unattractive sights) c Đề nghị bổ sung điểm tham quan nào

(What attractions do you recommend adding?)

*Quý khách có hài lòng về chuyến đi này? / Are you satisfied with this trip? *

*Quý khách dự kiến sẽ tiếp tục du lịch cùng chúng tôi? / Do you plan to continue traveling with us?