2.3.5.2 ANOVA test results on evaluating the performance of the website and fanpage of Connect Travel Hue company
Perform 1-factor ANOVA variance test with significance level sig. > 0.05.
Table 2.29: ANOVA test results on evaluating the performance of the website and fanpage of Connect Travel Hue company by gender/age/income
HQ | ANOVA | |||||
Total average direction | df | Medium square | F | Sig. | ||
By gender | Between the group | 1,458 | 1 | 1,458 | 5,920 | 0.017 |
All sample | 26,842 | 109 | 0.246 | |||
Total | 28,300 | 110 | ||||
By age | Between the group | 1,324 | 1 | 0.441 | 1,750 | 0.161 |
All sample | 26,976 | 107 | 0.252 | |||
Total | 28,300 | 110 | ||||
By income | Between the group | 2,061 | 3 | 0.687 | 2,802 | 0.043 |
All sample | 26,239 | 107 | 0.245 | |||
Total | 28,300 | 110 | ||||
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(Source: SPSS data processing)
The ANOVA analysis results give Sig value = 0.017 < 0.05, we reject the hypothesis H 0. Thus, with a significance level of 5%, it can be concluded that there is a difference in the evaluation of the performance of the website and fanpage of Connect Travel Hue company by gender.
The ANOVA analysis results give Sig value = 0.161 > 0.05, we reject the hypothesis H 1. Thus, with a significance level of 5%, it can be concluded that there is no difference in the evaluation of the performance of the website and fanpage of Connect Travel Hue company according to age.
Test results: Sig test F is 0.043 < 0.05, so H1 is accepted , the conclusion in the survey sample is that there is a difference in the evaluation of the performance of the website and fanpage of Connect Travel Hue company between different income levels.
2.3.6 General assessment
The results after analysis show that there are 5 factors that have a positive impact on the dependent variable "Evaluation of the performance of the website and fanpage of Connect Travel Hue company" which are "Evaluation of attention", "Evaluation of interest", "Evaluation of information search"; "Evaluation of action"; "Evaluation of sharing" with 15 observed variables that really affect the evaluation of the performance of the website and fanpage of Connect Travel Hue company. In which, "Evaluation of sharing" is the factor with the strongest impact and "Evaluation of action" is the factor with the weakest impact.
All 5 factors above have an influence and any change in any of these factors can also create a change in the assessment of the performance of the website and fanpage of Connect Travel Hue company by customers. Therefore, measures to increase the same factors will increase the assessment of the performance of the website and fanpage of Connect Travel Hue company. This is also the basis for the topic to propose solutions in the next chapter.
CHAPTER 2 SUMMARY
This chapter has presented an overview of the business performance of Connect Travel Hue Company in the past 3 years. Assessed the current situation and effectiveness of the company's social media marketing (SMM) activities in the past time. At the same time, the study shows the effectiveness and clear impact of SMM on the company's business activities. This chapter also outlines that in addition to the strengths, there are still limitations in the company's SMM activities, especially resource limitations. This is also one of the useful information as a basis for proposing solutions to improve the social media marketing activities of Connect Travel Hue Company.
CHAPTER 3: ORIENTATION AND SOLUTIONS TO IMPROVE THE EFFECTIVENESS OF SOCIAL MEDIA MARKETING ACTIVITIES AT CONNECT TRAVEL HUE COMPANY
3.1 Social Media Marketing orientation of Connect Travel Hue company
The tourism industry has been making an important contribution to economic growth, ensuring social security, creating employment opportunities, preserving and promoting cultural values, protecting the environment and maintaining security and national defense. In addition to the achievements, the tourism industry shows many limitations and shortcomings; difficulties and obstacles have not been satisfactorily resolved; there has been no breakthrough development to affirm itself as the country's spearhead economic sector; development efficiency is not commensurate with the country's potential and advantages. The trend of global integration, cooperation, competition, open exchange and increased application of science and technology in the world's knowledge economy is creating great opportunities but also posing significant challenges for the development of Vietnam's tourism industry.
Thereby, to increasingly affirm its position and brand, Connect company
Travel Hue has given the following development directions in the coming years:
Continue to focus and strengthen the promotion of the company's image, build a brand of a company specializing in providing quality and reputable tourism services, in order to achieve the highest satisfaction for consumers, becoming one of the leading tourism companies in Vietnam.
Focus on building a system of high-quality, distinctive tourism products and types based on promoting the value of unique, distinctive tourism resources with outstanding strengths. Prioritize the development of sea tourism as a national outstanding strength; develop cultural tourism as a foundation, develop eco-tourism, green tourism, and responsible tourism; link regional product development with economic corridors.
Search and identify target markets, segment the market according to tourism purposes; prioritize attracting tourists with high spending ability, purely tourism purposes, long-term stays. Strongly develop the domestic market, focusing on tourists for relaxation, entertainment, and weekend stays.
Develop human resources to build a workforce that meets the requirements of quality, reasonable occupational structure and training level. From there, it is possible to ensure professionalism, competitiveness and regional integration, contributing to improving the quality of tourism services, meeting social needs. Focus on training high-level human resources, management teams, on-site training and training according to job requirements.
Using newer tools, accessing more advanced technologies. From there, helping activities, programs, and events to be transmitted quickly, detecting unnecessary errors quickly and accurately.
Promotional programs need to be focused on to attract more people to use the company's services. Especially during holidays and Tet to create more excitement for customers.
It is necessary to invest in a post-tour customer care program. This is a proposal that is considered very important and if implemented, this program can create a difference and improve the company's competitiveness. From there, it helps customers have a positive view to achieve higher satisfaction. Besides, it helps the company have certain loyal customers.
In addition, in the coming time, the company will focus on developing the website system connecttravel.vn into one of the e-commerce sites, developing the fanpage Connect Travel into a key communication tool of the company, increasing interactions, attracting more attention from customers, striving to meet the needs of information and service requirements of customers in the best way. Make better use of social media marketing tools to find customers. All of this is to build Connect Travel Hue into a
Prestigious and strong brand not only in the province but also nationwide.
3.2 Solutions for social media marketing activities of Connect Travel Hue company
3.2.1 General solution based on research results on factors affecting the
Evaluate the performance of the website and fanpage of Connect Travel Hue company
Increase customer attention:
As information technology is increasingly developing, all tourism service businesses choose online marketing tools to develop, including Social Media Marketing and in order not to be mixed with other businesses, the company needs to attract the attention of customers, through the attention is the gate that opens the way for customers to come to the company.
The company needs to invest more in building images and videos. Because customers often pay attention to pictures and videos with unique content and impressive shooting angles, they will help increase customers' curiosity and desire to experience.
Companies should capture and create trends, because the younger generation of customers love to follow trends. However, these trends need to have humorous elements to ensure high virality.
The company can promote the use of Google advertising tools, this way the website appears on the first page of Google search engine, thus attracting more customers to the company's website. Fanpage advertising helps customers see more of the company's posts.
Enhance customer delight:
Businesses need to invest more in content quality, need to create travel stories, thereby improving brand image. To increase customer interest, businesses need to propose experiences, let customers know why they should choose Connect Travel Hue and the difference in the market.
Improve customer information search:
Before customers take any specific action on a product, they will have to learn about that product or service to see if it really meets their needs, has good reviews, or what benefits they can get from that product.
Therefore, businesses should effectively utilize SEO and SEM tools to get their services in the top 10 of Google search results. Consultants are the source of information to customers quickly and accurately. Therefore, companies need to train their employees in customer consulting skills and respond quickly and effectively.
Improve customer action:
Calls to action will help businesses have higher conversion rates. Businesses need to add customer calls to action such as "call now", "contact now", "book a tour now" to help customers make decisions faster.
In addition, limited promotional programs also help customers order faster. Businesses need to apply Email Marketing to send messages to customers, stimulating the customer's ordering process.
Increase customer sharing:
This is the destination of all brands. When they have achieved expected revenue, they want to leave an impression in the hearts of customers, word of mouth is the fastest way to spread. Customers who experience good products always want to share and spread to those around them. Therefore, businesses can gain countless potential customers without spending a single penny.
To encourage customers to share their journeys, not only should the quality of the trip be guaranteed and bring enjoyment to customers, but businesses should also
Create a community where customers can share their experiences, this community can be a Facebook group or a blog integrated into the company's website.
3.2.2 Solution for website connecttravel.vn
Focus on building and designing a professional website, ensuring an attractive, beautiful, and user-friendly appearance. The current color of the website is quite elegant and suitable. However, the website needs to have a more attractive design to attract the attention of customers. Arrange information in a reasonable way, making it easy for consumers to find information. Need to link with many reputable websites, many users, tourist information sites with a large number of visitors to place advertisements about the company, banners, posters ...
The website interface needs to be designed specifically for each type of access device such as computers and phones. It is necessary to update information about products and services that the company is investing in developing regularly and need to be refreshed with attractive and engaging images or videos. In particular, it is necessary to strictly control the consistency of information on the website with other tools.
Pay attention to advertising through intermediary websites, websites with high traffic to advertise your products better. Place advertising banners, affiliate links on other websites.
The content of the articles must be invested and posted in a planned manner. It is necessary to choose appropriate posting time frames. The articles need to be strung together, using attractive images and choosing appropriate titles for the articles to attract readers.
In addition, in order to improve the session index and bounce rate which are too high on the company's website, innovating and creating content on the website to create highlights and attract customers' curiosity when accessing the website is the top priority. In addition, encourage customers to leave comments and reviews on the website to improve the service and consider redesigning the website interface. Specifically, to reduce the bounce rate, the company should: