to carry out the tour program. Closely follow and coordinate with tour guides, suppliers, and related internal departments to resolve changes, issues, and handle incidents if any.
Tour guide department: After the sales staff sells the tour, the service operator, the tour guide is the person who directly implements the program. The tour guide is responsible for taking guests on tours, introducing them to the cultural and historical values of the destinations, ensuring and taking responsibility for the implementation of the program, and the safety of visitors throughout the trip. The tour guide is also the representative of the company to the guests, so the image of a tour guide is very important.
Accounting Department: Responsible for accounting for the company's business operations. Submitting minutes of business operations information to the board of directors. Paying salaries to employees, making payments to customers, filing taxes, and making financial plans.
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2.1.4 Company resource factors
2.1.4.1 Capital
It can be said that business capital is the premise for the establishment and implementation of all business activities of the enterprise. Without capital, all business activities and plans cannot be implemented. In the tourism business, the need for business capital is not too large, but in recent years, Green Viet Tourism has always focused on accumulating and investing capital to ensure the quality of activities.
Table 2.1: Company's capital situation in the period 2016 - 2018
Unit: Million VND
Target
2016 | 2017 | 2018 | Compare | ||||
2017/2016 | 2018/2017 | ||||||
±Δ | % | ±Δ | % | ||||
Fixed capital | 684 | 845 | 1179 | 161 | 23.54 | 334 | 39.53 |
Working capital | 1031 | 1002 | 824 | -29 | 2.81 | -178 | 17.76 |
Total capital | 1715 | 1847 | 2003 | 132 | 7.70 | 156 | 8.45 |
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(Source: According to report of Green Viet Tourism Company Limited)
The company's capital growth rate has increased steadily over the years. In 2017, it increased by 7% compared to 2016, and in 2017, it increased by 8.25% compared to 2018. The capital structure has also gradually shifted over the years. The company has tended to reduce the proportion of working capital and increase the proportion of fixed capital in recent years. Specifically, in 2017, compared to 2016, working capital decreased by 2.81%, fixed capital increased by 23.54%. By 2018, working capital decreased by 17.76%, while fixed capital increased by 39.53% compared to 2017. This shows that the company is increasingly focusing on investing and innovating equipment to create a modern working environment, serve customers better and improve the productivity of the staff.
2.1.4.2 Labor
Table 2.2: Company's labor structure in 2018
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Unit: person
Target
2018 | |||
Quantity | Rate (%) | ||
Total number of employees | 8 | 100 | |
Sex | Male | 3 | 37.5 |
Female | 5 | 62.5 | |
Level | Postgraduate | 2 | 25.0 |
University | 5 | 62.5 | |
College | 1 | 12.5 | |
(Source: According to the report of Green Viet Tourism Co., Ltd.) Green Viet Tourism Co., Ltd. is a small-scale enterprise, so the number of employees in 2018 was only 8 people. Of which, the proportion of women is higher at 62.5% compared to the proportion of men. Although there are only a few employees, the qualifications of the staff are quite high with 25% having a postgraduate degree, 62.5% having a university degree and 12.5% having a college degree. It can be seen that the company focuses a lot on recruiting human resources for its company. Quality assurance
of the staff to help build and develop the company stronger.
2.1.5 Business performance of Green Viet Tourism Company Limited in the period 2016 - 2018
2.1.5.1 The company's tourist fluctuation situation
Table 2.3: Fluctuation of the company's tourists in the period 2016 - 2018
Unit: number of visitors
Target
2016 | 2017 | 2018 | Compare | ||||
2017/2016 | 2018/2017 | ||||||
±Δ | % | ±Δ | % | ||||
Domestic tourists | 1315 | 2142 | 2342 | 827 | 62.88 | 200 | 9.34 |
International tourists | 840 | 1617 | 1730 | 777 | 92.5 | 113 | 6.99 |
Total visitors | 2155 | 3759 | 4072 | 1604 | 74.43 | 313 | 8.33 |
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(Source: According to the report of Green Viet Tourism Company Limited) Through the statistical table, we can see that the number of company guests in the past 3 years has increased every year. In the past 3 years, the company has welcomed and organized programs for nearly 1,000 international and domestic tourists. Specifically, in 2016, the number of guests of the company was 2,155. By the year, the number of guests had grown strongly with 3,759 guests, an increase of 74.43% compared to 2016. This was also the year when the number of international guests increased to 1,617 guests, an increase of 92.5% compared to the number of international guests in 2016. To explain this strong growth, 2017 was the year when the company invested heavily in marketing activities so that more people knew about the company. The company implements customer attraction policies such as discounting tickets for children, giving souvenirs to loyal customers, building relationships with schools, agencies, and local businesses. By 2018, the number of visitors to the company still increased slightly with 4,072 visitors, an increase of 8.33% compared to 2017. The company continues to maintain and implement marketing activities based on the activities that were built and organized in 2017. However, it can be seen that the number of visitors attracted did not increase too much compared to 2017. This is a challenge for the company in
Building more effective marketing activities and attracting more customers if the company wants to grow stronger.
2.1.5.2 Company's business performance
Table 2.4: Business performance of the company in the period 2016 - 2018
Unit: million VND
Target
2016 | 2017 | 2018 | Compare | ||||
2017/2016 | 2018/2017 | ||||||
±Δ | % | ±Δ | % | ||||
Total revenue | 2121 | 3008 | 3129 | 887 | 41.82 | 121 | 4.03 |
Total cost | 1774 | 2576 | 2503 | 802 | 45.21 | -73 | - 2.85 |
Total profit | 347 | 432 | 626 | 85 | 24.49 | 194 | 44.91 |
(Source: According to report of Green Viet Tourism Company Limited)
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Through the statistical table, we can see that the revenue of Green Viet Tourism Company has increased over the years. In 2016, the company's revenue reached 2.1 billion VND, especially in 2017, there was a strong growth in revenue with more than 3 billion VND, an increase of 41.82% compared to 2016. This can be attributed to the efforts to implement marketing policies that the company has implemented to attract a large number of customers. In 2018, the company's revenue also grew but only slightly with revenue of more than 3.1 billion VND, an increase of 4.03% compared to 2017.
Regarding the total costs of the company, they also increased along with revenue. In 2017, costs increased by more than 800 million VND, equivalent to an increase of 45.21% compared to 2016. In 2018, costs decreased slightly, decreasing by more than 73 million VND, equivalent to a decrease of 2.85% compared to 2017. The costs here include costs of organizing tours for guests, office rental costs, facility costs, salary costs for employees, etc. Especially in recent years, the company has spent a lot on marketing activities to attract more customers.
In terms of profit, the company's total profit has increased steadily over the years, specifically in 2016 the company's profit reached 347 million VND and reached 431 million VND in 2017.
corresponding to an increase of 24.49%. In 2018, the company's total profit reached 626 million VND, an increase of 44.91% compared to 2017. This can be said to be a profit level that partly reflects the company's good business performance.
With the business performance achieved based on the company's operations in the past 3 years, Green Viet Tourism believes that the company's business activities will develop further, constantly improving reasonable and scientific business policies, contributing to the company's development and building a position in the domestic and international tourism industry.
2.2 Current status of digital marketing activities of Green Viet Tourism Company Limited
2.2.1 Objectives of digital marketing activities
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Green Viet Tourism Co., Ltd. has been established for more than 10 years with the criteria of constantly developing, bringing customers interesting experiences and the highest satisfaction. The company's goal is not only profit but also to affirm the brand that many customers trust and choose. Become a prestigious travel company in Hue city and contribute to building and developing the tourism industry of the locality in particular and the country in general.
Therefore, focusing on investing in developing marketing activities can be said to be one of the important things that help the company achieve its set goals. Because this is the way to help the company promote itself to everyone in the fastest and most effective way. Marketing activities are meticulously built and designed with costs suitable for the company's budget.
2.2.2 Digital marketing tools deployed
Green Viet Tourism Company Limited always keeps up with development trends, so the company uses many tools in its business activities such as Website, Facebook, Zalo, Email, phone, etc. However, I only focus on the two tools that the company uses the most for analysis: Website and Facebook.
2.2.2.1 Website
Currently the company is using two main websites: greentravelviet.com and
dulichxanhviet.com .
Through the website, the company has a fairly stable number of customers. Because customers can access the website to find information about tours and book tours anytime, anywhere without being limited by space and time. This not only makes it more convenient, saves time and costs, but also increases the company's sales opportunities.
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The website design with the company's signature green color impresses customers. The content is updated regularly and quickly about attractive tours. Information about the tours includes a general introduction to the tour, specific schedules and detailed prices. In addition, the website also has a search box by keyword, location, number of days so that customers can choose the tour that suits them most quickly. The website also has a chat box so that customers can ask their questions such as about prices, tour times, accompanying services, etc.
Figure 3: Website homepage interface: greentravelviet.com
(Source: Website greentravelviet.com)
Figure 4: Website homepage interface: dulichxanhviet.com
(Source: Website dulichxanhviet.com)
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Website evaluation indicators:
Overall website review:
Session: A group of user interactions with a website that occur within a certain time frame. For example, if someone visits a company’s home page, views the “About Us” page, and then moves on to view the “Contact Us” page, Google Analytics will record it as a session because the user is interacting with pages on the company’s website. Within 7 days, the company’s total website sessions are 397 sessions. This is a pretty good number for a company that is not too large in scale like Green Viet Tourism.
Users: The total number of visitors to the website includes both old and new users. However, users rely on cookies so users can use many different devices to access the website. In the case of users using laptops or phones to access the website, there will be 2 users in the report because each device has its own cookie. The number of users of the website in 7 days reached 259 users. On average, there are about 37 people accessing the website every day.
website. In which the ratio of old users is 78% and new users is 22%. It can be seen that
Well, Green Viet Travel Company has a large number of old customers coming back to learn about the company's tours. This is an advantage that helps the company gain customers without spending too much money. However, the small number of new users can be seen as a concern. This shows that the number of new customers who know and want to learn about the company and its tours is still limited (accounting for 22%). This requires that the business is having problems in communication.
Pageviews: Total number of pages viewed. Repeated views of a page are still counted. This number within 7 days of Green Viet Tourism reached 672 times.
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Number of pages/session: Indicates how many pages on the website are read on average in one session. The average number of pages a customer visits to the company's website is 1.59. This number shows that customers do not visit too many pages in one visit. This may mean that the customer is not interested in the company's products or services, or it may mean that the customer has determined a specific tour and only visits the website to book a tour.
Average Session Duration: The average time spent on each visit. On the company's website, this figure is 2 minutes and 16 seconds.
Bounce rate: Calculated as the percentage of traffic that enters the website and exits without any action within 30 seconds. The bounce rate on the company's website is 67.85%. This shows that the bounce rate is still quite high and the company needs to improve the website to reduce the bounce rate to a lower number.