Building a strategy to position teambuilding tourism products in the domestic market at Saigontourist Travel Service Company - 2

INTRODUCTION

1. Reason for choosing the topic:

The Vietnamese tourism market in general and tourism in Ho Chi Minh City in particular is growing stronger and stronger, with more and more tourism businesses being established. This development, in terms of scale and number of tourism businesses and travel agencies, has created the development and professional image of Vietnamese tourism, but at the same time, it has also created great competitive pressure between travel agencies.

In order to survive and develop, travel companies must always innovate their products to attract customers. Therefore, developing new types of tourism is a requirement for business development, especially for businesses that hold a leading position in the Vietnamese tourism market such as Saigontourist Travel Service Company. Among these new types of tourism, Teambuilding is one of the forms of tourism that is developing strongly in Vietnam. Combining sightseeing, entertainment and training in teamwork skills - this type is increasingly applied by agencies and businesses in their human resource development strategies. The program often has many games, combining practice - assessment - training, to connect and retain talented people, while at the same time arousing motivation and pride in each employee to work towards a common goal.

Maybe you are interested!

• Building a human resource development strategy at Ha Long Trade Union Tourism Company Limited until 2015 - 1
• Building a strategy for ecotourism products in Ben Tre province by 2020 - 18
• Building a Strategy for Tourism Development in Ba Ria - Vung Tau
• Building a strategy for ecotourism products in Ben Tre province by 2020 - 19
• Building a business strategy for Wooshu Hotel until 2015 - 2

To create attractiveness and stimulate domestic tourism as well as meet the increasing needs of tourists, large travel companies are focusing on developing teambuilding tourism products. In recent times, to exploit the potential of teambuilding tourism, the Board of Directors of Saigontourist Service Trading Company has made many efforts in focusing on human resources, market research, and developing new products. However, exploiting the teambuilding tourism market is still limited, the number of teambuilding tourists coming to the Company is still not much, and revenue from teambuilding tourism products is still not high.

Based on the above perceptions and the purpose of perfecting and improving the effectiveness of building market positioning strategies for teambuilding tourism products at Saigontourist Travel Service Company, the author decided to choose the topic

Thesis: "Building a strategy to position teambuilding tourism products in the domestic market at Saigontourist Travel Service Company" for my master's thesis.

2. Research history:

2.1.Theory:

In the process of learning, researching and collecting information about the topic, the author has

Identify different research works on teambuilding activities and tourism products combining teambuilding from many different angles and aspects.

- Foreign countries have research works on teambuilding activities such as: "The big book of teambuilding game" by John Newstron & Edward Scannell or "The five dysfunctions of a team" by Patric M.Lencioni.

- In the country, the author found research works such as "Research on teambuilding activities in tourism" (2009) by author Le Ngoc Quy, "Developing teambuilding tourism programs at Vitours travel company" (2012), by author Ho Thi Thanh Ly.

These research works are valuable sources of information and documents that help the author collect information on the theoretical basis of teambuilding activities and tourism products combined with teambuilding, thereby giving the author a more correct view of the issue that needs to be researched.

The author hopes that his research will contribute a small part to further strengthen the foundation of teambuilding activities, SPDL Teambuilding, to make SPDL Teambuilding more and more popular, and for tourists to know and use SPDL Teambuilding more and more.

2.2.Practice:

For SPDL in general, the practice of teambuilding activities and SPDL Teambuilding in the domestic tourism market today still has many shortcomings such as many tourists and travel companies often confuse physical games and teambuilding games, misunderstand the meaning of teambuilding activities... leading to the design, sale, and positioning of SPDL teambuilding to the market and tourists not being really effective.

For Saigontourist Travel Service Company in particular, teambuilding service has been developed as an additional service in MICE service (tourism combined with sightseeing, meetings, team-building games, gala dinner) so it has not really promoted the full value and individual importance of Teambuilding service. Through this research, the author hopes to contribute to the further development of Teambuilding service at Saigontourist Travel Service Company.

3. Research objectives and research tasks:

3.1. Research objectives:

Proposing solutions to complete the strategy of positioning teambuilding tourism products in the domestic market at Saigontourist Tourism Service Company

3.2. Research tasks:

Analyze the potential strengths of teambuilding tourism, the current business situation, opportunities and challenges in developing teambuilding tourism products of Saigontourist Service Company, thereby providing solutions to perfect the strategy of positioning teambuilding tourism products in the domestic market more effectively, more suitable to the current situation of the Company.

4. Research object and scope:

4.1. Research subjects:

Positioning activities and positioning strategy of SPDL Teambuilding in the domestic market at Saigontourist Service Company.

4.2.Scope of research:

- Research space: Saigontourist Travel Service Company

- Research period: The period of time studied to evaluate and analyze the current status of Teambuilding SPDL positioning activities in the domestic market at Saigontourist Travel Service Company in the period from 2008 - 2012. The period to implement the direction and solution is the period of 2013 - 2017, this is a relatively long period of time suitable for the general strategic period of the Company.

5. Research method:

5.1. Secondary and primary data collection methods:

a- Primary data collection method:

Multiple choice survey method

To collect primary data to evaluate the effectiveness of the implementation

To improve positioning strategy and draw conclusions and solutions, the thesis used a questionnaire to survey customer opinions, specifically as follows:

- The selected survey sample is 120 people.

- Target: Customers who have used Teambuilding services of Saigontourist Service Company

- Time to issue ballots: From August 15, 2013 to August 25, 2013

- Content: Multiple choice survey includes 10 questions related to SPDL Teambuilding and activities to complete SPDL positioning strategy

Teambuilding at Saigontourist Travel Service Company (the survey form is presented in the appendix of the thesis).

Interview method:

To learn about the company's business operations and development directions

To develop and position the Company's SPDL Teambuilding strategy in the coming time, the author conducted interviews with managers and employees in the Company, specifically:

- Interview subjects:

+ Director of domestic tourism department, Saigontourist Travel Service Company

+ Head of group business department

+ Staff in charge of MICE services

+ Marketing staff

- Interview time: September 1, 2013

- Interview content: Interview questions revolve around SPDL Teambuilding, the current status of SPDL Teambuilding positioning strategy and issues arising in the construction and completion of SPDL Teambuilding positioning strategy at Saigontourist Service Company.

b- Secondary data collection method:

Secondary data used for the thesis research process was collected from:

Internal sources: Business performance reports, some research results

Research, documents on the company's customer market and customer structure, observe the work process of the company's employees.

Articles and reports about Saigontourist Travel Service Company; statistics on tourism business of the industry...

5.2. Data analysis method:

a-Statistical method:

After collecting the data, the author used statistical methods to list

Systematically and fully list data related to the current status of building and perfecting the positioning strategy of Teambuilding services of Saigontourist Service Company to serve as a basis for evaluation, comment and propose solutions to build and perfect the positioning strategy of Teambuilding services of the Company.

b-Comparison and analysis method:

In the process of writing the thesis, the author uses the method of comparison and analysis.

Analyze the Company's statistical data in the period from 2008 - 2012 to see the fluctuations in each operating indicator of the Company, as well as see the business efficiency of SPDL Teambuilding and the positioning activities of SPDL Teambuilding.

6. Thesis layout:

In addition to the introduction and conclusion, the thesis includes 3 chapters:

Chapter 1: Theoretical basis of tourism products, teambuilding tourism products and positioning strategy of teambuilding tourism products

Chapter 2: Current status of exploitation and strategy of positioning teambuilding tourism products in the domestic market at Saigontourist Travel Service Company

Chapter 3: Solutions to improve the strategy of positioning teambuilding tourism products in the domestic market at Saigontourist Travel Service Company

CHAPTER 1: THEORETICAL BASIS OF TOURISM PRODUCTS, TEAMBUILDING TOURISM PRODUCTS AND TEAMBUILDING TOURISM PRODUCT POSITIONING STRATEGY

1.1. Tourism products and teambuilding tourism products.

1.1.1. Tourism products.

a- General concept:

The concepts of tourism products are very diverse due to many different approaches, but most of them have the same characteristics of tourism products. Tourism products are a broad and comprehensive concept, including many tangible and intangible components, which combine to form a complete tourism product to serve the needs and desires of tourists. Tourism products are a synthesis of tangible components along with many types of tourism services and other related services.

A product is defined as “anything that can be offered to a market for sale or purchase that can be profitably offered ” - according to Ph.Kotler. It includes physical features, services, product features, place, organization and product ideas.

According to Michael M. Coltman: "Tourism product is a whole consisting of heterogeneous tangible and intangible components" , its tangible nature is specifically expressed as food, drinks, souvenirs..., and its intangible nature is expressed as types of tourism services and other supporting services.

Robert Christie Mill believes that tourism products have 4 positioning dimensions:

- Tourist attractions;

- Technical tourism facilities;

- Tourist transport; hospitality;

According to the Tourism Economics Textbook of Prof. Dr. Nguyen Van Dinh - Associate Prof. Dr. Tran Thi Minh Hoa, "Tourism products are services and goods provided to tourists, created by the combination of exploiting natural and social factors with the use of resources: technical facilities and labor at a facility, a region or a country"

In the Law on Tourism passed by the National Assembly of the Socialist Republic of Vietnam in 2005: "tourism products are a set of necessary services to satisfy the needs of tourists during their trip" . Those services include: travel services, transportation services

passenger transportation, accommodation services, food and beverage services, entertainment services, information and guidance services and other services to meet the needs of tourists. Thus, according to the viewpoint of the Vietnam Tourism Law, tourism products are simply a collection of tourism services, but in reality, the content of tourism products is much more diverse and rich.

In studies summarizing the practice and development trends of modern tourism, tourism products are referred to as a customer experience. Authors of this school of research believe that in addition to common features such as providing food, accommodation, transportation, sightseeing, etc., creating a valuable experience for customers is an important part of modern tourism products, creating added value and competitive advantage of the product.

b- Components of tourism products:

In the theory of the World Tourism Organization, there are two main groups that create the nature of tourism products:

The first group includes natural elements such as:

- Climate conditions;

- Attractiveness and diversity of tourism resources;

- Diversity in cultural, historical and archaeological resources;

- Access to abundant water resources;

- Hospitality of people at destinations;

- Located in a location with good access to the target market, or with good direction for easy development of necessary airports and seaports.

The second group is the group of self-created traits:

- Good transportation system, easy access to different regions of the country, with adequate airport;

- A collection of hotels, resorts, and other accommodation facilities, restaurants, bars, and other entertainment services;

- Diverse sports and entertainment facilities;

- A range of entertainment and shopping facilitiesThe local economy at each destination can provide the services necessary for visitors' travel needs;

- Tourism development infrastructure has sufficient capacity and potential for further development;

- Well developed community services such as police, fire brigade, medical services,

postal services, banking services;

- Contemporary cultural and artistic activities develop widely and vigorously;

- The local population is sufficient to meet the increasing demand for tourism labor.

All of these characteristics come together to form a tourism product. Basic content

The structure of tourism products is very rich, related to many industries, but in terms of meaning, the components can be divided into one or several types of three major factors: Tourism resources, tourism facilities and tourism services.

c- Basic characteristics of "tourism products" include: synthesis, diversity, and multi-level;

Non-storage;

Indivisible;

Simultaneous nature of production and consumption; Intangibility, variability, heterogeneity;

Non-transfer of ownership;

Novelty for both the subject (tourist), the object (environment, landscape, resources) and the tourism broker (tourism business).

1.1.2. Teambuilding tourism products:

a- Concept of teambuilding:

Teambuilding (or team-building) in Vietnamese is translated as "team building". This term is recognized by most researchers as well as organizers of this activity in practice, but currently the concept of teambuilding is still not completely unified.

- Teambuilding is a process/method to improve teamwork according to http://www.managementhelp.org/grp.skill/teams;

- Teambuilding is a process of creating and developing collaboration skills and trust.

mutual trust among team members. Interactive activities, team assessments and discussions will help enhance teamwork skills according to http://www.wikipedia.org/wiki/Teambuilding;

- Some other perspectives approach teambuilding as a human resource solution such as

AQL – Ernetst human resources consultant John Proctor said: “Teambuilding is a solution for building and developing teams. It combines practice, assessment, training with