Graduation internship report completing digital marketing for products of e commerce sales department at saigontourist travel service company limited

GRADUATION INTERNSHIP REPORT COMPLETING DIGITAL MARKETING FOR PRODUCTS OF E-COMMERCE SALES DEPARTMENT AT SAIGONTOURIST TRAVEL SERVICE COMPANY LIMITED Supervisor: Ngo Kien Cuong Lectur

GRADUATION INTERNSHIP REPORT

COMPLETING DIGITAL MARKETING FOR

PRODUCTS OF E-COMMERCE SALES DEPARTMENT AT SAIGONTOURIST TRAVEL

SERVICE COMPANY LIMITED

Supervisor: Ngo Kien Cuong Lecturer: MSc Nguyen Thi Bich Dao Student: Tran Thai Bao

Student’s ID: 318H0351 Class: 18H30501

Ho Chi Minh City — 08/2022

TON DUC THANG UNIVERSITY FACULTY OF SOCIAL SCIENCES AND HUMANITIES

VIETNAMESE STUDIES

TON DUC THANG UNIVERSITY

GRADUATION INTERNSHIP REPORT

Major: Tourism and Tourism Management

Student: Tran Thai Bao

Internship company: Saigontourist Travel Service Company Limited

Address: 45 Le Thanh Ton, Ben Nghe Ward, District 1, Ho Chi Minh City, Vietnam

Supervisor: Ngo Kien Cuong

Phone: 0913120977

Internship time: from June 20" to August 12", 2022

ACKNOWLEDGEMENT This internship program is a valuable opportunity for undergraduate students to apply their academic knowledge to practice Students also gain more realistic experience when working at the enterprise, know how to behave in an office environment, identify their own strengths and limitations, and get a solid foundation for career development Therefore, this internship is extremely essential and plays an important role in the student's career First and foremost, I would like to thank all the lecturers of the Faculty of Social Sciences and Humanities as well as the Board of directors of Ton Duc Thang University for their dedication to teach and for helping me to have a strong foundation and backgorund before

I start my career path Besides, I am also very grateful that the faculty has always supported and built the internship so that I can develop myself further

During my internship, I also received a lot of attention and support from MSc Nguyen Thi Bich Dao, so I want to send her my deepest gratitude She accompanied me from the first steps such as thinking about the title of the topic and designing the content framework,

to giving me feedback on small details, helping me to complete and achieve the best results for this internship

Finally, I would like to thank Saigontourist travel agency and Mr Ngo Kien Cuong - my supervisor, for giving me the best opportunity to experience the real work at the company, always helping and imparting to me valuable knowledge, helping me to complete the internship successfully

In conclusion, I would like to wish you and your company good health and success in

work and life

Best regards!

COMMENTS OF BUSINESS

Ho Chi Minh City, August 2022

COMMENTS OF LECTURER

Ho Chi Minh City, August 2022

LIST OF ABBREVIATIONS

APEC The Asia-Pacific Economic Cooperation

BOD Board of Directors

F&B Food And Beverage

HCMC Ho Chi Minh City

HR Human Resources

IATA The International Air Transport Association

PPC Pay Per Click

SEM Search Engine Marketing

SEO Search Engine Optimization

SMM Social Media Marketing

UNWTO The United Nations World Tourism Organization WTO

World Trade Organization

LIST OF TABLE Table 1.1: Information about SaIgontourIst travel service company limited 9 Table 2.1 The efficiency of Saigontourist’s website in 2019 and 2022 - 30

LIST OF CHART Chart 1.1 Organizational structure (@SCTIPIOI 5 5 S2 + + ĐH chư ry 15 Chart 2.1 Organizational structure of the E-Commerce Sales departmeni - 21

TABLE OF CONTENTS INTRODUCTION

CHAPTER 1: OVERVIEW ABOUT SAIGONTOURIST TRAVEL SERVICE COMPANY LIMITED

1.2 Overview about saigontourist travel service company limited:

1.2.1 History of establishment and development:

1.2.2 Function and purpose of the enterprise:

1.2.3 Organizational structure:

1.2.4 Duties and functions of departments:

CHAPTER 2: THE SITUATION OF THE E-COMMERCE SALES

DEPARTMENT AT SAIGONTOURIST TRAVEL SERVICE COMPANY

2.1 Introduction about the E-Commerce Sales Department:

2.1.1 Organizational structure of the E-Commerce Sales department:

2.1.2 Work duty process of the E-Commerce Department:

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23 2.2 The situation of Digital Marketing of E-Commerce Department at Saigontourist Travel Service Company Limited:

2.2.1 Objectives of Digital Marketing activities:

2.2.2 Website efficiency analysis:

2.2.4 Other Digital Marketing channels:

2.3 Comments on Digital Marketing activities of E-Commerce Department: _ 2.3.1 Strength:

3.1 Improve qualifications and skills of marketing staff:

3.2 Focus on engagement on Facebook:

3.3 Use more new marketing tools:

3.4 Planning for digital marketing:

INTRODUCTION After being severely impacted by the Covid-19 pandemic over the last two years, the tourism industry in Vietnam and around the world has progressively rebounded, though not

at the same rate as before International tourists to Vietnam climbed by 41.4 percent over the previous month and by 2.2 times over the same period last year, as Vietnam opened up

to tourism and numerous international routes were restored In general, inbound tourists to Vietnam increased by 89.1 percent in the first quarter of this year, reaching nearly 91,000 arrivals Revenue from accommodation and F&B services climbed by 1.2 percent in the first quarter, while tourism revenue increased by 1.9 percent compared to the same period last year, as Vietnam began to open up to tourism These numbers showed the sign of Vietnam tourism is healing and coming back

In order to prepare for the comeback of the tourist industry, Ton Duc Thang University's Faculty of Social Sciences and Humanities has provided valued opportunities for students

to participate in internships in the real working environment of top businesses in the tourism industry The internship assisted students in gaining useful experience, adapting to the office environment, promoting the knowledge they had gained, and absorbing values from reality Students will then be well-prepared to engage in and contribute to the recovery of

the tourism sector

During the internship at the E-commerce Department of Saigontourist travel service company, the author realized the importance of marketing in promoting revenue and selling products and services, especially digital marketing in the current high-tech era In addition, digital marketing also plays a great role in promoting the image and brand of the business, creating an impression in the hearts of visitors As one of the major travel firms in Vietnam, Saigontourist has used technology in its business operations, laying the groundwork for a robust development of digital marketing Therefore, the author decided to choose Digital Marketing as a study topic for the internship with the topic: “Completing digital marketing for products of e-commerce sales department at saigontourist travel service company limited.”

of nature and art and the belief that nature gives happiness to human beings and which helps nations and communities’ approaching to each other thanks to the developments in commerce and industry and the communication and transportation tools’ becoming excellent.”

The definition of tourism varies from source to source and from person to person There

is no agreement on what constitutes tourism Almost every institution defines "tourism" differently

According to the definition of UNWTO: "Tourism comprises the activities of persons traveling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes."

The Tourism Society of England defined tourism in 1976 as: “Tourism is the temporary, short-term movement of people to destination outside the places where they normally live and work and their activities during the stay at each destination It includes movements for all purposes.”

In conclusion, tourism is a collection of activities, services, and industries that provide a

travel experience, including transportation, lodging, eating and drinking places, retail shops, entertainment businesses, and other hospitality services provided for individuals or groups traveling away from home

1.1.2 Tourist:

Based on the definition of tourist from UNWTO, a visitor (domestic, inbound, or

outbound) is categorized as a tourist (or overnight visitor) if his/her trip involves an overnight stay, or as a same-day visitor (or excursionist) otherwise A visitor is a traveller who travels to a significant destination outside his or her typical environment for less than

a year for any main purpose (business, pleasure, or other personal purpose) other than to be employed by a resident entity in the country or area visited If a visitor's journey involves

an overnight stay, he or she is categorized as a tourist (or overnight visitor), otherwise as a same-day visitor (or excursionist)

At the same time, Vietnam’s tourism law (2017) defines tourist as a person who travels

or combines travel, except while studying or working to earn money in a tourist location Tourists include domestic tourists, international tourists to Vietnam (Inbound) and tourists going abroad (Outbound):

- Domestic tourists are Vietnamese nationals and foreigners residing in Vietnam who

travel within Vietnam's borders

- International visitors visiting Vietnam are foreigners, whereas Vietnamese resident abroad visit Vietnam for tourism purposes

- Outbound tourists are Vietnamese nationals and foreigners living in Vietnam who travel outside of the country

1.1.3 Tourism product:

A tourism product, as defined by the UNWTO, is "a combination of tangible and

intangible elements, such as natural, cultural, and man-made resources, attractions,

facilities, services, and activities centered on a specific point of interest that serves as the core of the destination marketing mix and creates an overall visitor experience for potential customers, including emotional aspects A tourist product has a life-cycle and is priced and sold through distribution channels"

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A tourism product is a combination of numerous components and aspects that are assembled to meet the requirements and desires of consumers The product in the tourism sector is the whole tourist experience from the place of origin to the destination point and back again In tourism, the product is described as the "sum total of physical and psychological gratification provided to the visitor from the starting point to the destination and along their trip route."

A tourism product has the four properties listed below:

- Intangibility: Tourism items do not exist in nature or in their physical form However, because it is manufactured by man, you cannot inspect, touch, or hold it without paying for

it Before putting their faith in a tourism product supplier, tourists may only judge the quality of tourism products by information obtained from the media, guides, and locals Most visitors travel wherever they have investigated the usual tourism goods of that location in advance, so finding a spot that delivers great tourism products will not be difficult

- Inseparability: is evident in the fact that the manufacturing and service processes, as well as the consuming process, occur concurrently There are certain items and services that are only valid at the moment of manufacture, while others must be served on the spot

in order to preserve their worth Everything occurs in the same location and at the same

time

- Heterogeneity: Because tourist goods are manufactured and formed in a variety of

methods; at the same time, raw materials and producers differ, therefore tourism products

are presented in a variety of forms, and the quality of the products varies We also cannot rely on any other elements to judge the quality of tourism items than consumption, usage, and direct perception User reviews are thought to be the most reliable assessment of service quality

- Perishability: Tourist goods, in addition to agricultural products or traditional recipes, comprise activities and services supplied by tourism firms such as transportation, eating, and lodging All items and services are for immediate use only, cannot be transferred to

another form for storage, and will be lost if not utilized right away There is no travel agency that will take reservations for hotel rooms and food services to wait for people who do not have an appointment, since they will lose money Tourism items, as a result, are perishable and cannot be preserved

Because it is what allows businesses to contact clients all over the world

"E-commerce involves the manufacture, advertising, sale, and distribution of things that

are bought, sold, and paid for on the Internet, but delivered in a physical manner," according

to the World Trade Organization (WTO), “both delivered products as well as digitized

information via the Internet."

The Asia-Pacific Economic Cooperation (APEC) E-Commerce Committee defines it as

"commercial transactions for the exchange of products and services between groups (individuals) of an electronic nature, principally using Internet-based systems." E- commerce can be supported through communication methods like as email, EDI, the

Internet, and Extranet

According to the European Commission, "e-commerce can be broadly defined as the buying and selling of goods or services between businesses, families, individuals, and private organizations via electronic transactions via the Internet or other computer networks (online communications)." E-commerce includes placing an order and translating it over a computer network, but payment and final delivery of goods or services may be done online

or manually.”

1.1.5 Digital Marketing:

Marketing, according to Philip Kotler, is "a type of human activity focused at satisfying their needs and goals through exchange." Marketing is a social and management process in which individuals and groups achieve what they require and desire by creating, providing, and trading valuable things with others

In 2017, Philip Kotler revised his definition of marketing, saying, "Marketing is the science and art of discovering, creating, and delivering value to satisfy the demands of the target market, as well as creating interaction with customers for profit motives." In contrast

to his earlier definition in 2005, marketing not only serves to position the brand by asserting

the benefits of the product, but it also shows interest in the community, social, and enhances customer contact with the business

In 2008, Dave Cheffey defined in his book “E-Marketing Excellence — Planning and optimizing your digital marketing” as follows: “Digital marketing is the activity of applying

the Internet and electronic means (web, email, database, multimedia, pda ) to conduct

activities marketing to achieve organizational goals and maintain customer relationships through improving customer understanding (information, behaviour, values, loyalty ), promotional activities towards goals and online services aimed at satisfying customer needs”

The use of devices such as personal computers, tablets, and mobile phones to access consumers via platforms is referred to as digital marketing (Chaffey, 2018) Digital marketing also makes use of digital media, which can be classified as owned, paid, or

earned (Lovett & Staelin, 2016)

Digital marketing, also known as online marketing, is the promotion of brands through the use of the internet and other forms of digital communication to connect with potential customers This includes text and multimedia messages as a marketing channel in addition

to email, social media, and web-based advertising

Some of the properties of digital marketing that distinguish it from traditional marketing

include:

- Measurable: We can properly and rapidly measure digital marketing indicators such as: knowing exactly how many how many visits, from which channel, how long to stay on the website, the operations conducted, thanks to the support of measurement tools such

as Google Analytics This metric assists organizations in determining the efficiency of their internet-based digital marketing efforts internet, website

- Targetable: Identifying the correct customers is a critical and top priority in developing an effective marketing strategy We can quickly and simply discover the target demographic and potential clients for the firm using research and data from Digital Marketing

- Customer Engagement: Traditional marketing is done in person, but digital marketing (online marketing) tries to start a discussion that gives value first Digital marketing takes

an inner strategy to attract customers

Traditional methods are sometimes more beneficial when the audience is older and does

not use much current technology Meanwhile, digital marketing is useful as we target a younger demographic through social media and other online platforms

- Costs: The pricing aspect is one of the most fundamental characteristics that distinguishes Traditional Marketing from Digital Marketing When compared to traditional marketing, digital marketing provides a far higher return on investment Small business units, in particular, prefer digital marketing due to its lower costs and higher ROI

Advertising on television, radio, billboards, and mailers is far more expensive than

advertising on social media, blogging, and content marketing Furthermore, not only are these approaches cost-effective, but they are also permanent; it remains until you remove

it

- Longevity: There are numerous digital marketing tactics, such as Search Engine Optimization and Email Marketing, that can provide long-term benefits to your firm Techniques such as video marketing, social networking, blogging, and content development will help you grow your online presence and, eventually, your business

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Businesses can choose from a variety of tools to aid in the growth of Digital Marketing, depending on their goals, demands, and financial resources Among the most prominent digital marketing tools are:

- SEO (Search Engine Optimization): As understood as the best website solution so that the website can be found more easily Furthermore, please use additional online marketing strategies that are part of SEO because we help rank and display on information search engines like as Google, Facebook, and others

- SEM (Search Engine Marketing): SEM is a type of internet marketing that takes place on famous search engines such as Bing, Google, and Yahoo, as well as Facebook SEO is a subset of SEM If SEM stands for search engine marketing, SEO stands for search engine optimization

As more people go online, their shopping habits change; they go online more frequently and have more search demands When there is interest in a specific thing, people will search for it, and this is the time and place to use SEM

- Social Media Marketing (SMM): Business owners and marketers can leverage these media to increase brand awareness for their products and services Through SMM, marketers can reach targeted potential customers directly or through person to person Every day, the number of people using Social Media Marketing grows This demonstrates that this is a very powerful marketing channel Marketers, on the other hand, should select the most appropriate social network to promote the right type of business to the right demographic There are a wide range of social media to choose from, such as:

Facebook, Instagram, Twitter, Youtube, Tik Tok,

- Content Marketing: is a strategy that focuses on generating and delivering valuable, relevant, and continuing content to the marketplace in order to convert prospects into customers and customers into customers In other words, you generate content that is engaging, relevant, entertaining, and beneficial in order to reach, change, and persuade people to utilize your product or service

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- Email Marketing: A type of direct advertising that communicates with customers via email This word is frequently used in the larger context of Email Marketing to refer to sending emails with the goal of developing a merchant's relationship with existing or new customers in order to foster customer loyalty and promote commerce

- Pay-Per-Click (PPC) Advertising: Paid online advertising channels, such as PPC ads, will bring in quality traffic over time This strategy, however, is based on the capital that you invest The amount you invest in bidding, the position of your ad, and the amount you pay each consumer click will all provide quite varied results

The effectiveness of this ad depends on the ability to choose keywords, target the right potential customers In addition, identifying the right keywords helps you to optimize the display information and context in your ads

1.2 Overview about saigontourist travel service company limited:

1.2.1 History of establishment and development:

Table 1.1: Information about Saigontourist travel service company limited

Tax code 0310891532

45 Le Thanh Ton, Ben Nghe Ward, District 1, Ho Chi

Address

Minh City Establish day 2011-06-01

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Saigontourist Travel Service Co., Ltd is currently Vietnam's leading travel company, operating successfully in all three key tourism sectors: international tourism, outbound tourism, and domestic tourism Saigontourist Travel Service Company Limited is a pioneering travel enterprise with game-changing innovations and long-term growth, firmly establishing its leadership position in product quality, service, and business performance With the strength of providing a wide range of services ranging from domestic and inbound tours to air tickets and car rental of the highest quality associated with the values "Quality

- Innovation - Creativity - Leadership " The company is dedicated to providing the best service values to its customers and partners at all times

Saigontourist Travel Service's position and brand reputation in Vietnam's tourism market has been honored with numerous certificates of merit and noble titles from the Ministry of

Culture, Sports, and Tourism, the Vietnam National Administration of Tourism, and the

Vietnam Tourism Association, as well as many other prestigious international tourism organizations

The Tour Guide Department of Ho Chi Minh City Tourism Company, founded in 1975,

is the forerunner of Saigon Tourist Travel Service Company Since then, the company has reached a number of significant developmental milestones, including:

- 1988: The Tour Guide Department organized the first foreign tour program in Cambodia, Germany, and France with great success

- 1990: The Tour Guide Department became the Tourism Operations Center under the

Ho Chi Minh City Tourism Company in 1990 During this time, international tourism was the most important business

- 1991: The Tourism Operations Center launched the first international cruise ship tour program This is a very new type of tourism in Vietnam at the moment, and it has created momentum for the development of Saigontourist Travel's extremely large cruise business today

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- 1992: This is a breakthrough year in terms of promoting the growth of diverse tours and beginning to dominate the foreign tourism business Foreign Tourism Department was officially created

- 1993: The Saigontourist Travel Brand began its strategy of growing its business network with the formation of the Saigontourist Travel Branch in Da Nang and was named the leading travel agency in the field of international travel business by the National

- 2000: Greeting the twenty-first century with its imprint: Vietnam's first travel company

to welcome more than 100,000 international cruise guests

- 2002: The first travel firm in Vietnam to be awarded the ISO 9001-2000 Quality Management certificate

- 2004: The first travel firm in Vietnam funded and organized the yearly event "Light up faith" in Ho Chi Minh City and the Southeast region, which included maritime trips and travel audiobooks for blind students The first Vietnamese tourism firm to successfully organize the Hong Kong-Nha Trang International Sailing Race

- 2005: The first travel company to develop luxury travel products both domestically and internationally

- 2006: The only official travel company providing travel services and shipping agents for the world's largest shipping lines, primarily Costa Crociere $.P.A and Star Cruises

- 2007: The first and only travel firm in Vietnam launched a program in which the entire AIG global travel insurance premium was given away in conjunction with the international

SOS travel and medical care service

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- 2008: Selected and acknowledged as a National Brand in the Government of Vietnam's program from 2008 to the present

- 2009: Received the Government of Vietnam's Second-class Labor Medal

- In 2010, the Saigontourist Travel Office officially relocated its headquarters from 49

Le Thanh Ton, District 1 to 45 Le Thanh Ton, District 1

- 2011, transitioning to the One Member Limited Liability Company business model

- In 2012, we launched eight new offices and branches in Ho Chi Minh City in a row

Ho Chi Minh City (District 11, District 5, Go Vap District), Hanoi (Dong Da District), and

key provinces and cities in the region, including An Giang, Dong Nai, Long An, and Hai Phong, continue to fortify the Southeast region's, Mekong River Delta, and Red River Delta

1.2.2 Function and purpose of the enterprise:

Functions of the enterprise:

SaigonTourist Travel Service Company focuses on trading and developing all-inclusive travel products for a variety of customers, including individual guests and group guests, as

well as trading in individual travel services such as car rental, hotel reservation, air ticket,

study abroad, foreign job, and so on

Saigontourist travel service company’s primary product lines include:

- Domestic tourism: Saigontourist Travel offers over 300 domestic tours with unique routes and experiences Visitors would appreciate their beautiful hometown even more after experiencing the emotional excursions of Saigontourist Travel

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- International travel: As a reputable tour operator and organizer in the Southeast Asian market, the company designs diverse itineraries about culture, history, and destinations in Vietnam based on appealing combinations, allowing visitors to experience a country rich

in identity, beautiful nature, and friendly people The only company in Vietnam that effectively leverages the sources of international tourists to Vietnam by air, sea, and river

is Saigontourist travel Saigontourist Travel, in addition to the pure tour program, provides international M.I.C.E groups of large-scale and multi-disciplinary fields

- Outbound tourism: Saigontourist Travel is a pioneer in opening globe exploration excursions for Vietnamese travellers, with over 60 partners worldwide With a staff of expert advisers and guides, Saigontourist Travel provides customers with unique, quality itineraries that allow them to experience the values of numerous cultures, human

civilizations, landscapes and customs, local restaurants and food

- MICE Tourism: Saigontourist Travel organizes a package of team building, gala dinner,

and reward tours for domestic, multinational, and international corporations, with a team

dedicated to organizing professional domestic and international MICE tours on a large scale The company assists customers in saving money for their trip while also bringing interesting events and sightseeing programs

- Air ticket booking service: As an official member of the International Air Transport Association - IATA, Saigontourist books and tickets for many of the world's major airlines The most affordable air ticket prices Free advice on the best flight routes at the best prices Advice on how to participate in and benefit from airline frequent flyer programs such as Golden Lotus Plus, Asia Miles, and Royal Orchid Plus From 8:00 a.m to 6:30 p.m on weekdays, you can book and purchase tickets by phone or email (including holidays and New Year) Tickets are delivered for free within the city Support for changing flight dates, times, and refunding tickets quickly and easily Payment methods vary

- Study abroad service: With over 15 years of experience in the field of study abroad consulting, the company understands parents’ and students’ concerns before making the big decision to find a reputable study abroad location Saigontourist Travel Study Abroad

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Center is currently the official admission representative for a number of prestigious and

internationally renowned schools and institutes in the United States, Canada, Australia,

Singapore, Korea, Japan, and many other European countries

- Foreign employment service: With quality recruitment and training programs, Saigontourist Travel's Overseas Employment Center is always a dependable address for Vietnamese workers looking for exciting career opportunities abroad in the region's developed countries, as well as high-paying jobs on world-class cruise ships

- E-commerce: Saigontourist Travel is regarded as one of the pioneering travel companies in the application of technology to the provision of travel services For many years, the HCM City Department of Tourism, in collaboration with the City Tourism Association, has ranked Saigontourist's website among the "TOP 10 leading travel e- commerce websites in Ho Chi Minh City." Saigontourist Travel’s online channel helps customers book services and pay quickly and conveniently, meeting the travel needs of the 4.0 technology era

Purposes of the enterprise:

Saigontourist, a leading travel agency in Vietnam, clearly defines its business goals, vision, and mission This has allowed the company to grow in a planned manner while remaining focused on its core objectives

In terms of vision, Saigontourist Travel has strived for 45 years to maintain sustainable development and to become a leading travel enterprise in the country and region Saigontourist Travel's operational mission is associated with improving quality in order

to create trips and itineraries that provide visitors with unique emotional values The company's main goal is to respect and understand traditional and modern tourism in order to harmonize itineraries and satisfy customers with knowledge of destinations and cultures At the same time, Saigontourist Travel can improve its own quality by collaborating with reputable partners, respecting and understanding the value of discovery Journeys

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Saigontourist's operating principles include diversifying services for each age group and customer group Personalize the journey to meet the specific needs of each customer Effective in all aspects of business, including customer service and human resource management Innovation in work solutions, products, and services Pioneering the introduction of new travel itineraries and services Professional personnel Tourism that is safe, of high quality, and geared toward sustainability

1.2.3 Organizational structure:

Chart 1.1 Organizational structure description

Group Inclusive Tour Frequent Independent Travelers

Frequent Independent Travelers and MICE

mm Cruise ship travel