DSpace at VNU: Marketing mix in tourism the case of Go Asia Travel

Marketing mix in tourism the case of Go Asia Travel Nguyễn Đắc Quý Khoa Quản trị Kinh doanh Luận văn Thạc sĩ ngành: Quản trị kinh doanh; Mã số: 60 34 05 Người hướng dẫn: TS Phạm Quý Long, TS Nguyễn Thị Phi Nga Năm bảo vệ: 2011 Keywords Quản trị kinh doanh; Marketing; Quản lý tiếp thị; Du lịch Content TABLE OF CONTENTS ACKNOWLEDGEMENTS i ABSTRACT ii TÓM TẮT iv TABLE OF CONTENTS vi LIST OF FIGURES ix LIST OF TABLE x LIST OF ABBREVIATIONS xi INTRODUCTION Significance of The Thesis Literature Review Objective of The Study Scope of the Study Data Sources and Research Methodology Contribution of The Study Structure of The Study CHAPTER 1: THEORY BACKGROUND OF MARKETING AND MARKETING MIX IN TOURISM 1.1 CONCEPT OF MARKETING 1.2 CONCEPT OF MARKETING IN THE SERVICE IN DUSTRY 1.2.1 Product: 1.2.2 Pricing: 11 1.2.3 Promotion: 13 1.2.4 Place 17 1.2.5 People 19 1.2.6 Process 20 1.2.7 Physical Evidence 21 1.3 CONCEPT OF TOURISM 21 1.4 CHARACTERISTICS OF TOURISM PRODUCTS .22 1.4.1 Inflexibility 22 1.4.2 Inventory / Perish ability 22 1.4.3 Inconsistency 23 1.4.4 Intangibility 23 1.4.5 Seasonality: peaks and troughs in demand 24 1.4.6 High fixed costs of service operations 24 1.4.7 Interdependence or inseparability of tourism products: 25 1.5 MARKETING MIX FOR TOURISM INDUSTRY .26 1.5.1 Products 26 1.5.2 Pricing 26 1.5.3 Promotion 27 1.5.4 Place 27 1.5.5 People 27 1.5.6 Process 27 1.5.7 Physical Evidence 28 1.6 ANALYZING TOOLS USED IN THIS THESIS 28 1.6.1 External environment analysis: 28 1.6.2 Internal and external environment analysis: 31 1.6.3 Interview and questionnaire 33 CHAPTER 2: MARKETING MIX IN GO ASIA TRAVEL COMPANY ANALYSIS 36 2.1 Introduction of Go Asia Travel Company 36 2.1.1 Overview of Go Asia Travel Company 36 2.1.2 Company Organization Chart 37 2.1.3 Products of Go Asia Travel Company 37 2.2 The factors influence on Marketing Activities of the company 38 2.2.1 Customer 38 2.2.2 Competitors 40 2.2.3 Partnership 44 2.3 Marketing mix decisions of GAT travel 45 2.3.1 Product: 45 2.3.2 Price 52 2.3.3 Promotion 54 2.3.4 Places 59 2.3.5 People 61 2.3.6 Process 63 2.3.7 Physical evidence 64 2.4 Assessment of GAT’ marketing activities 66 2.4.1 Positive Sides 66 2.4.2 Negative Sides 67 CHAPTER 3: RECOMMENDATION TO GO ASIA TRAVEL 69 3.1 Philosophy of GAT 69 3.2 Solutions to improve the effectiveness of marketing activities in GAT 70 REFERENCES 80 APPENDIX 82 References Books: Al Ries (2005), Focus: The Future of Your Company Depends on It Charles Schewe and Alexander Hiam, (1998), The portable MBA in marketing 3 Christopher H Lovelock and Jochen Wirtz, 2010, Services Marketing (7th Edition) James C Collins and Jerry I Porras, (2004) Built to last: Successful Habits of Visionary Companies, HarperCollins Publishers 5.James C Collins and Jerry I Porras, (2001) Good to great, HarperCollins Publishers 6.Michael E.Porter (1985), Competitive Advantage, Creating and Sustaining Superior Performance Nguyen Thị Thu Mai, 2009, Marketing điểm đến Du lịch (tourist destination marketing), Thanh Nien Publishing Philip Kotler (2008), A Framework For Marketing Management, fourth edition, Prentice Hall Publishing, Philip Kotler, (2001) Kotler on marketing 10 Paul Temporal (2000), Branding in Asia, revised edition, Sail Wah Press 11 Paul Temporal , (2006 ) Asia's Star Brands 12 Paul Fifield (1989), Marketing strategy, Second edition, Gillingham, Kent 13 Porter, M.E (1979), How competitive forces shape strategy, Harvard business Review 14 Spencer Johnson, (1998), Who Moved My Cheese? An Amazing Way to Deal with Change in Your Work and in Your Life 15 Tony Lê Đình Tuấn, Thứ tư, 24 Tháng năm 2006, Nguyên tắc “thắng trận” marketing du lịch, Vietbao 16 Victor Middleton (2009), Alan Fyall and Michael Morgan, Marketing in Travel and Tourism, The fourth edition 17 W Chan Kim and Renee Mauborgne (2005), Blue ocean strategy: How to create uncontested market space and make competition irrelevant Websites: 18 www.netmba.com/strategy/pest/ 19 www.mystrategicplan.com/resources/internal - and - external - analysis/ 20 www.quickmba.com/marketing/mix/ 21 www.easy - marketing - strategies.com/marketing - strategy - process.html 22 www.hotelmarketing.com/index.php/content/internet-marketing 23 www.hotelmarketing.com/index.php/content/article/travel_trends_for_2012_ according_to_tripadvisor 24 www.tripadvisor.com/Attraction_Review-g293924-d223 4933 Go_Asia_Travel_Alova_Sails_Day_Tour-Hanoi.html 25 www.qype.co.uk/place/1857570-GAT-Travel-Go-Asia-Travel-Hanoi 26 www.agoda.com/asia/vietnam/halong/alova_halong_cruise.html 27 www.vietnamtourism.gov.vn/index.php?cat=2020 28 www.khachsan.chudu24.com/ks/893/khach-san-sofitel-legendmetropole/danh-gia.html 29 http://www.expedia.com/Vacation-Packages 30 http://www.getyourguide.com/en/tours/vietnam/?nid=24 31 http://www.ecotourdirectory.com/ecotourism/ -Reviews- ...CHAPTER 1: THEORY BACKGROUND OF MARKETING AND MARKETING MIX IN TOURISM 1.1 CONCEPT OF MARKETING 1.2 CONCEPT OF MARKETING IN THE SERVICE IN DUSTRY 1.2.1... CHAPTER 2: MARKETING MIX IN GO ASIA TRAVEL COMPANY ANALYSIS 36 2.1 Introduction of Go Asia Travel Company 36 2.1.1 Overview of Go Asia Travel Company 36 2.1.2 Company Organization... www.netmba.com/strategy/pest/ 19 www.mystrategicplan.com/resources/internal - and - external - analysis/ 20 www.quickmba.com /marketing/ mix/ 21 www.easy - marketing - strategies.com /marketing - strategy -