Marketing strategies for attracting international tourists case of ben thanh tourist company

TRUONG ĐẠI HỌC MỞ TP.HCM HO CHI MINH CITY OPEN UNIVERSITY UNIVERSITE LIBRE DE BRUXELLES SOLVAY BUSINESS SCHOOL MBMMS3 NGUYEN THI THU THUY MARKETING STRATEGIES FOR ATTRACTING INTERNATIONAL TOURISTS: CASE OF BEN THANH TOURIST COMPANY MASTER PROJECT MASTER IN BUSINESS & MARKETING MANAGEMENT Project Tutor: Prof., Dr NGUYEN Ho Chi Minh City (2010) DONG PHONG STUDENT DECLRARATION «The Université Libre De Bruxelles - Solvay Business School and The Ho Chi Minh City Open Univeristy is not responsible for any argument, data or statement contained in this final project These are only binding upon their author » Ho Chi Minh City, 25 November, 2010 Nguyễn Thị Thu Thủy ACKNOWLEGEMENTS My sincere thanks to Prof., Dr Nguyen Dong Phong, who has given useful and practical instruction to help me to finish this final project I would like to express my sincere thanks to all professors of Solvay Business School who taught me during the courses at The Ho Chi Minh City Open University And my sincere thanks to Mr Bui Quang Son (PR Marketing Manager of Ben Thanh Tourist Company) for his kind assistance Nguyễn Thị Thu Thủy, MBMM3 Ho Chi Minh City, 25 November, 2010 COMMENTS FROM THE THESIS TUTOR Student: NGUYEN THI THU THUY Thesis: MARKETING STRATEGY OF BEN THANH TOURIST COMPANY Tutor: Associate Professor Doctor NGUYEN DONG PHONG The structure of the thesis is rational The analysis of the thesis is scientific, in detail Based on this, the thesis have given Marketing strategy of Ben Thanh Tourist Company It is necessary for Ben Thanh Tourist Company to research and apply this marketing strategy to improve business activities in the future During the writing time, the author has shown his scientific, creative and diligent spirit I suggest the committee should give permission for her to present it to your kind consideration Ho Chi Minh City, 15 November, 2009 (signed) Assoc.Pro.Dr NGUYEN DONG PHONG TABLE OF CONTENTS ¡2.9000 00À408.100./0 0/7 CHAPTER 1: INTRODUCTION sec cc có Ăn 2S S2 105011056 56% INEC 2v )000 0000) 0) 0) e6e6ố IVAwy) 20810 eee6e6ố I0) he eeẰee 1.4 MethodolOØy co o so so CC 9 9 9 90 0 9 9 9 9© 9 9 9.00 6600 0.19 6.6 00806 CHAPTER 2: THEORETICAL FRAMWORRK -c sec c