THESIS:
Applying marketing policies in business at Hanoi tourism company
Foreword:
Tourism is a smokeless industry. Currently, there are hundreds of millions of people traveling in the world and the number of people traveling tends to increase.
Every year, the tourism industry has brought a huge amount of income to each country. It is said that when the Government spends one dollar to invest in the tourism industry, it will earn a thousand dollars in profit. Because tourism is a comprehensive industry with political, economic, cultural and social characteristics. When investing in the tourism industry, for example, to develop infrastructure. It will lead to the development of many other industries.
During the years of implementing the Party and State's renovation policy, along with the rapid development of tourism product suppliers, tourism and travel business activities in Vietnam have developed rapidly, richly and diversely, with many successes but also many outstanding issues that need to be solved so that the tourism industry can have a new turning point in both quantity and quality, making this tourism industry an important economic sector in the economic structure of Vietnam in the new century.
Hanoi Tourism Company is a State-owned enterprise under the Hanoi Department of Tourism, with a very favorable geographical location and great potential for developing domestic and foreign tourism. Over the years, the company has encountered many difficulties but has continuously developed in the field of tourism. Hanoi Tourism Company is not only a domestic joint venture but also a foreign joint venture and cooperates with international agencies to exploit new markets in the development plan that will achieve results in the coming years.
To attract customers, exploit the market, increase business efficiency, Marketing activities play an extremely important role.
Therefore, listening and applying Marketing in business at Hanoi tourism company is indispensable.
- Research and scope of research.
+ Marketing activities and Marketing policies, including issues of Market Research, building Marketing strategies and policies, including research on both theoretical and practical aspects.
+ Research scope: At Hanoi tourism company.
Marketing activities in the past, ideas to come.
- Research objectives of the topic.
+ Analyze the content of marketing activities.
+ Analyze the current status of marketing activities at the company - draw assessments and comments.
+ Propose solutions to improve Marketing at the company.
- Research method:
+ Methodology.
+ Specific method.
Chapter I
Theoretical basis of tourism marketing
I. General overview of Marketing:
1. Concept:
Marketing is a human activity aimed at satisfying needs and wants through exchange.
To further explain this definition we will consider the following concepts:
- Need:
“Need is a feeling of lack of something that a person needs to receive.”
Humans have many needs, diverse and complex. Needs are limitless and change over time, according to the development of society. The more developed a society is, the more people have high needs. According to Abraham Maslow, needs are divided into 5 levels:
*Psychological needs such as: Eating, drinking...
*Safety needs such as: Security, order, no one to disturb.
*Social needs such as: Love, friendship...
*Esteem needs such as: Social status to be respected by everyone...
*Self actualisation needs such as: Doing what you like to develop your talents.
Maslow believes that human needs are arranged in order of importance from the most urgent to the least urgent. And according to him, at different times, people are motivated by different needs. For example, when people are hungry, physiological needs need to be solved, first of all eating and drinking. When they are full, the next need that arises is the need for safety, the need to be protected such as hygiene and health. Next are social needs such as affection and love that people cannot lack. Whenever social needs are developed living in the family,
Society, groups, and people need to be respected and have status. And more importantly, there is the need to assert oneself through artistic expression.
In Marketing, through Abram Maslow's hierarchy of needs, we know that people living in a society will have the needs of that society. For a backward and underdeveloped country, the most essential needs are food and clothing, how to eat well and wear warm clothes. Therefore, the products provided must be necessities, not art.
- Wants
“Wants are the manifestation of needs”
Wants are a form of need expressed through human culture and personality.
Wants or desires are a form of expression of needs determined by personality and cultural factors. An example shows us that there is a connection between needs and desires and desires are expressed through cultural and personality characteristics: A hungry person, their need is to eat. To satisfy the need to eat, people may eat rice, pho, beef noodle soup, hu tieu... Nuu is a Northerner, certainly their desire when hungry is to have a bowl of pho. On the contrary, for people in the Central region, Hue people like beef noodle soup, pig's feet. On the contrary, people in the South like to eat hu tieu. Thus, human desires are culturally determined through individuals. Indeed, with the same bowl of pho to satisfy hunger, why do some people like pho with rare beef, others want rare flank, rare cartilage, rare fat, or rare flank, accompanied by this vegetable and that vegetable, this chili and that...? A second example to clarify the issue is that to satisfy entertainment needs, some people like music, some like to travel, and some like to watch football. In music, some people like to sing Quan Ho, some like to recite poetry, some like Cai Luong... Through the two examples above, we can see that human desires are deeply influenced by customs and habits and expressed through personality and cultural lifestyle.
Below is a comparison table between needs and wants:
Needs
Wants | |
- Hungry - Entertainment - Content - Due to physiological factors - Relatively stable - Relatively objective | - Expressed through culture - Expressed through personality - Expression in form - Determined by personality and culture - Always developing - Relatively subjective |
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Because of the nature of human desires, human desires are cultural and personal in nature, so in Marketing, to satisfy human needs, there must be diverse and suitable products and services. A reformed opera troupe cannot exist and develop in the ancient capital of Hue. A pho restaurant cannot only sell one type of pho, but must have many types of pho. Likewise, a hotel needs many types of rooms, many services and many prices to meet the needs of many types of customers.
- Demand
Human wants are unlimited, resources to satisfy needs and wants are limited. Therefore, people have to choose some best products, suitable for their ability to satisfy needs and wants. So, demand is defined as follows:
“Demand or quantity demanded is the desire coupled with the ability to pay”
Demands
When a want is backed by purchasing power or ability to pay, it becomes demand. There is a difference between need and demand. Here is a comparison table between need and demand:
Needs
- Status.
- Expressed into desire.
- Quantitative.
- Expressed as purchasing power and payment ability.
- Product
“A product is anything made by people to satisfy a want or need.”
Human needs are unlimited, but the power to demand is limited. Therefore, to satisfy needs, people must choose which needs are most necessary to produce or buy.
Products are both tangible (like a car, TV, food...) and intangible (like a service). In tourism. Tangible products like hotels, restaurants, tourist attractions; intangible products like services, service style, atmosphere, eyes, smiles...
Up to here we know: needs, desires, demand, products.
Human needs need to be satisfied, but how?
Depending on the level of social evolution, each society has different ways of satisfying needs. To satisfy needs, people living in each society can choose one of the following four ways:
* Make your own products: Initial stage, self-sufficient.
* Robbery and usurpation: The period when big countries conquered weak and small countries.
This issue involves ethics and law.
* GO TO BEGGING: Related to the issue of face.
* Exchange: This is a civilized way.
- Exchange
“Exchange is the act of obtaining a desired object from someone by offering something in return.”
Exchange is the basic concept of Marketing. To exchange, the following 5 conditions must be met:
1. There must be at least two parties.
party).
2. Each party must have something of value to exchange.
3. Each party wants to deal with the other.
4. Each party is free to accept or reject.
5. Each party must recognize whether it is appropriate or desirable to deal with the other party.
(Each party must be able to communicate and deliver).
- Transactions
“A transaction is a commercial exchange of things of value between two parties”
Transaction is the basic unit of measurement in the field of Marketing. Transaction is a concrete expression of exchange in the field of commerce including the conditions: Time, place and payment agreed between two parties.
- Market
“A market is a place where there is a group of customers or customers who have purchasing power and have unsatisfied or unmet needs.”
“A market is a set of actual and potential buyers of a product” (Philip Kotler).
To understand the nature of the market, imagine a society consisting of four people: a fisherman, a hunter, a potter, and a farmer. In such a primitive economic society, to satisfy their needs, there are three different forms of exchange: self-sufficiency, decentralized exchange, and centralized exchange.