policies, goals and strategies of the company. At the same time, propose business strategies as well as develop domestic and foreign consumption markets.
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Market Sales Department: The Sales Department is a department that advises and assists the General Director in selling the company's products and services; product research and development, market development; customer relationship building and development. Responsible to the General Director for those activities within the assigned tasks and authority. Monitor, support, and summarize reports to the Board of Directors on the operations of the entire company and of its member companies, affiliates, and joint venture capital contracts. Develop monthly, quarterly, and annual business plans and strategies. Monitor and inspect the quality of work and products of other departments to provide customers with high quality service. Have the right to research and propose business strategies to the leadership. Research, propose, and select investment partners for joint ventures and partnerships. Research the market and competitors.
E-commerce department: Its main function is to approach customers on the Internet. Organize access through previously run advertising programs. Develop sales website systems, search for customers through the company's sales channels such as Facebook, website..., develop a CTV system. Generate revenue and manage the company's fanpage website system.
Customer service department: The customer service department consists of two main departments: the operations department and customer care department. The operations department specializes in operating tour activities and operating tourist cars, rental cars, etc. The customer care department specializes in supporting activities, providing information to customers, performing tasks after customers use the services. At the same time, this is also the department that specializes in providing information about potential customers to other departments and giving ideas for the company to come up with upcoming strategies.
Marketing Department: Has the main functions of managing the company's websites, posting articles about tourism, travel experiences, tourist cuisine, posting tour programs, services by sales and operations to bring content to attract the attention of a large number of tourists, SEO keywords to the Top. In addition, the department also closely cooperates with
The departments in the company are unified to be ready to post information about tours, services and research to promote link exchanges with many reputable and quality websites... In addition, the department also has the function of creating, designing and participating in website administration for the company, implementing advertising programs, or online marketing activities, organizing promotional events of the company. The department also has the function of designing graphics such as banners, advertising banners, programs, tours... to promote and introduce to customers.
Accounting Department: Has the function of performing professional financial accounting tasks in accordance with state regulations on accounting standards and accounting principles. Monitor and reflect the movement of the company's business capital in all forms and advise the board of directors on related issues. Advise the board of directors on the accounting regime and changes of the regime over time in business activities, etc.
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Human Resources Department: Has the functions and tasks of researching, planning human resources, recruiting, training and development, salary management, labor relations, services and welfare funds, health and safety in the entire enterprise.
2.3. Characteristics of the tourist market
2.3.1 Foreign tourist market to Vietnam (Inbound tourist market)
Due to many difficulties and limitations, Dai Bang TTQC & DVL JSC has not focused much on exploiting the Inbound customer market. Although Inbound customers will bring large revenue to the company, to ensure safe business with limited resources, the company is currently paying special attention to the Outbound customer market and the domestic customer market. But in the future, the company will further promote potential customers around the world to bring the company's brand to the international market.
2.3.2. Domestic outbound tourist market (Outbound tourist market)
Dai Bang Tourism and Service Joint Stock Company focuses on tours for Vietnamese people to visit neighboring countries such as Laos, Thailand, Cambodia,
Indonesia …. In recent years, the company has expanded tours to many large countries such as Singapore, Korea, USA, Japan, Australia …
2.3.3. Domestic tourist market
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Currently, Dai Bang TTQC & DVDL JSC has focused a lot on expanding and developing the domestic tourist market, promoting the promotion of products and services. In particular, the company mainly exploits customers in the North and the South, and in addition, a certain number of customers in the Central region. In addition, the company often organizes short-term tours in Thua Thien Hue province such as "Discovering Sunset on Tam Giang Lagoon - Epark Tam Giang Lagoon" to introduce to both domestic and international tourists. Currently, this tour is attracting tourists for its uniqueness and novelty that the company has invested in. In addition to exploiting tourists from other provinces, the company also focuses on sources of tourists in Hue to visit other provinces in the country as well as neighboring countries. With unique and attractive programs suitable for customers' payment capacity and preferences, the number of domestic tourists of the company is currently increasing significantly. To achieve that, tourists coming to the company always receive a warm welcome from the staff along with new and attractive tourism programs. Therefore, the company gradually has a solid position in the market with a stable source of customers in Thua Thien Hue province.
2.4. Current business performance of Dai Bang Advertising Media and Tourism Services Joint Stock Company over the years 2015 - 2017
2.4.1. The company's customer situation over the years 2015 - 2017
Table 2.1. Statistics on the situation of customers coming to Dai Bang Tourism and Service Joint Stock Company in the period of 2015 - 2017
Target
Inbound Customers | Outbound Customers | Domestic guests | Total | |
2015 | 60 | 1700 | 4040 | 5800 |
2016 | 110 | 5600 | 10190 | 15900 |
2017 | 90 | 5900 | 9010 | 15000 |
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Key Market: Key Market of Lam Dong Tourism Is Identified to Include Several International and Domestic Tourist Markets -
Identify Rating Levels and Rating Scales
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of the islanders. Therefore, this indicator will be divided into two sub-indicators:
a1. Natural tourism attractiveness a2. Cultural tourism attractiveness
b. Tourist capacity
The two island communes in Quan Lan have different capacities to receive tourists. Minh Chau Commune is home to many standard hotels and resorts, attracting high-income domestic and international tourists. Meanwhile, Quan Lan Commune has many motels mainly built and operated by local people, so the scale and quality are not high, and will be suitable for ordinary tourists such as students.
c. Time of exploitation of Quan Lan Island Commune:
Quan Lan tourism is seasonal due to weather and climate conditions and festivals only take place on certain days of the year, specifically in spring. In Quan Lan commune, the period from April to June and from September to November is considered the best time to visit Quan Lan because the cultural tourism activities are mainly associated with festivals taking place during this time.
Minh Chau island commune:
Tourism exploitation time is all year round, because this is a place with a number of tourist attractions with diverse ecosystems such as Bai Tu Long National Park Research Center, Tram forest, Turtle Laying Beach, so besides coming to the beach for tourism and vacation in the summer, Minh Chau will attract research groups to come for tourism combined with research at other times of the year.
d. Sustainability
The sustainability of ecotourism sites in Quan Lan and Minh Chau communes depends on the sensitivity of the ecosystems to climate changes.
landscape. In general, these tourist destinations have a fairly high level of sustainability, because they are natural ecosystems, planned and protected. However, if a large number of tourists gather at certain times, it can exceed the carrying capacity and affect the sustainability of the environment (polluted beaches, damaged trees, animals moving away from their habitats, etc.), then the sustainability of the above ecosystems (natural ecosystems, human ecosystems) will also be affected and become less sustainable.
e. Location and accessibility
Both island communes have ports to take tourists to visit from Van Don wharf:
- Quan Lan – Van Don traffic route:
Phuc Thinh – Viet Anh high-speed boat and Quang Minh high-speed boat, depart at 8am and 2pm from Van Don to Quan Lan, and at 7am and 1pm from Quan Lan to Van Don. There are also wooden boats departing at 7am and 1pm.
- Van Don - Minh Chau traffic route:
Chung Huong high-speed train, Minh Chau train, morning 7:30 and afternoon 13:30 from Van Don to Minh Chau, morning 6:30 and afternoon 13:00 from Minh Chau to Van Don.
f. Infrastructure
Despite receiving investment attention, the issue of infrastructure and technical facilities for tourism on Quan Lan Island is still an issue that needs to be resolved because it has a direct impact on the implementation of ecotourism activities. The minimum conditions for serving tourists such as accommodation, electricity, water, communication, especially medical services, and security work need to be given top priority. Ecotourism spots in Minh Chau commune are assessed to have better infrastructure and technical facilities for tourism because there are quite complete and synchronous conditions for serving tourists, meeting many needs of domestic and foreign tourists.
3.2.1.4. Determine assessment levels and assessment scales
Corresponding to the levels of each criterion, the index is the score of those levels in the order of 4, 3, 2, 1 decreasing according to the standard of each level: very attractive (4), attractive (3), average (2), less attractive (1).
3.2.1.5. Determining the coefficients of the criteria
For the assessment of DLST in the two communes of Quan Lan and Minh Chau islands, the students added evaluation coefficients to show the importance of the criteria and indicators as follows:
Coefficient 3 with criteria: Attractiveness, Exploitation time. These are the 2 most important criteria for attracting tourists to tourism in general and eco-tourism in particular, so they have the highest coefficient.
Coefficient 2 with criteria: Capacity, Infrastructure, Location and accessibility . Because the assessment area is an island commune of Van Don district, the above criteria are selected by the author with appropriate coefficients at the average level.
Coefficient 1 with criteria: Sustainability. Quan Lan has natural and human-made ecotourism sites, with high biodiversity and little impact from local human factors. Most of the ecotourism sites are still wild, so they are highly sustainable.
3.2.1.6. Results of DLST assessment on Quan Lan island
a. Assessment of the potential for natural tourism development
For Minh Chau commune:
+ Natural tourism attractiveness is determined to be very attractive (4 points) and the most important coefficient (coefficient 3), so the score of the Attractiveness criterion is 4 x 3 = 12.
+ Capacity is determined as average (2 points) and the coefficient is quite important (coefficient 2), then the score of Capacity criterion is 2 x 2 = 4.
+ Exploitation time is long (4 points), the most important coefficient (coefficient 3) so the score of the Exploitation time criterion is 4 x 3 = 12.
+ Sustainability is determined as sustainable (4 points), the important coefficient is the average coefficient (coefficient 1), so the score of the Sustainability criterion is 4 x 1 = 4 points
+ Location and accessibility are determined to be quite favorable (2 points), the coefficient is quite important (coefficient 2), the criterion score is 2 x 2 = 4 points.
+ Infrastructure is assessed as good (3 points), the coefficient is quite important (coefficient 2), then the score of the Infrastructure criterion is 3 x 2 = 6 points.
The total score for evaluating DLST in Minh Chau commune according to 6 evaluation criteria is determined as: 12 + 4 + 12 + 4 + 4 + 6 = 42 points
Similar assessment for Quan Lan commune, we have the following table:
Table 3.3: Assessment of the potential for natural ecotourism development in Quan Lan and Minh Chau communes
Attractiveness of self-tourismof course
Capacity
Mining time
Sustainability
Location and accessibility
Infrastructure
Result
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
CommuneMinh Chau
12
12
4
8
12
12
4
4
4
8
6
8
42/52
Quan CommuneLan
6
12
6
8
9
12
4
4
4
8
4
8
33/52
b. Assessment of the potential for humanistic tourism development
For Quan Lan commune:
+ The attractiveness of human tourism is determined to be very attractive (4 points) and the most important coefficient (coefficient 3), so the score of the Attractiveness criterion is 4 x 3 = 12.
+ Capacity is determined to be large (3 points) and the coefficient is quite important (coefficient 2), then the score of the Capacity criterion is 3 x 2 = 6.
+ Mining time is average (3 points), the most important coefficient (coefficient 3) so the score of the Mining time criterion is 3 x 3 = 9.
+ Sustainability is determined as sustainable (4 points), the important coefficient is the average coefficient (coefficient 1), so the score of the Sustainability criterion is 4 x 1 = 4 points.
+ Location and accessibility are determined to be quite favorable (2 points), the coefficient is quite important (coefficient 2), the criterion score is 2 x 2 = 4 points.
+ Infrastructure is rated as average (2 points), the coefficient is quite important (coefficient 2), then the score of the Infrastructure criterion is 2 x 2 = 4 points.
The total score for evaluating DLST in Quan Lan commune according to 6 evaluation criteria is determined as: 12 + 6 + 6 + 4 + 4 + 4 = 36 points.
Similar assessment with Minh Chau commune we have the following table:
Table 3.4: Assessment of the potential for developing humanistic eco-tourism in Quan Lan and Minh Chau communes
Attractiveness of human tourismliterature
Capacity
Mining time
Sustainability
Location and accessibility
Infrastructure
Result
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Quan CommuneLan
12
12
6
8
9
12
4
4
4
8
4
8
39/52
Minh CommuneChau
6
12
4
8
12
12
4
4
4
8
6
8
36/52
Basically, both Minh Chau and Quan Lan localities have quite favorable conditions for developing ecotourism. However, Quan Lan commune has more advantages to develop ecotourism in a humanistic direction, because this is an area with many famous historical relics such as Quan Lan Communal House, Quan Lan Pagoda, Temple worshiping the hero Tran Khanh Du, ... along with local festivals held annually such as the wind praying ceremony (March 15), Quan Lan festival (June 10-19); due to its location near the port and long exploitation time, the beaches in Quan Lan commune (especially Quan Lan beach) are no longer hygienic and clean to ensure the needs of tourists coming to relax and swim; this is also an area with many beautiful landscapes such as Got Beo wind pass, Ong Phong head, Voi Voi cave, but the ability to access these places is still very limited (dirt hill road, lots of gravel and rocks), especially during rainy and windy times; In addition, other natural resources such as mangrove forests and sea worms have not been really exploited for tourism purposes and ecotourism development. On the contrary, Minh Chau commune has more advantages in developing ecotourism in the direction of natural tourism, this is an area with diverse ecosystems such as at Rua De Beach, Bai Tu Long National Park Conservation Center...; Minh Chau beach is highly appreciated for its natural beauty and cleanliness, ranked in the top ten most beautiful beaches in Vietnam; Minh Chau commune is also home to Tram forest with a large area and a purity of up to 90%, suitable for building bridges through the forest (a very effective type of natural ecotourism currently applied by many countries) for tourists to sightsee, as well as for the purpose of studying and researching.
Figure 3.1: Thenmala Forest Bridge (India) Source: https://www.thenmalaecotourism.com/(August 21, 2019)
3.2.2. Using SWOT matrix to evaluate Quan Lan island tourism
General assessment of current tourism activities of Quan Lan island is shown through the following SWOT matrix:
Table 3.5: SWOT matrix evaluating tourism activities on Quan Lan island
Internal agent
Strengths- There is a lot of potential for tourism development, especially natural ecotourism and humanistic ecotourism.- The unskilled labor force is relatively abundant.- resource environmentunpolluted, still
Weaknesses- Poorly developed infrastructure, especially traffic routes to tourist destinations on the island.- The team of professional staff is still weak.- Tourism products in general
quite wild, originalintact
general and DLST in particularalone is monotonous.
External agents
Opportunity- Tourism is a key industry in the socio-economic development strategy of the province and Van Don economic zone.- Quan Lan was selected as a pilot area for eco-tourism development within the framework of the green growth project between Quang Ninh province and the Japanese organization JICA.- The flow of tourists and especially ecotourism in the world tends toincreasing
Challenge- Weather and climate change abnormally.- Competition in tourism products is increasingly fierce, especially with other localities in the province such as Ha Long, Mong Cai...- Awareness of tourists, especially domestic tourists, about ecotourism and nature conservation is not high.
Through summary analysis using SWOT matrix we see that:
To exploit strengths and take advantage of opportunities, it is necessary to:
- Diversify products and service types (build more tourism routes aimed at specific needs of tourists: experiential tourism immersed in nature, spiritual cultural tourism...)
- Effective exploitation of resources and differentiated products (natural resources and human resources)
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Tourist Market Orientation -
Strategy for exploiting and developing the MICE tourist market at the International High-Quality Conference and Tourism Center - 16 -
Positioning the My Le tourist area brand in Ho Chi Minh City market - 1
(Source: Dai Bang Service and Trading Joint Stock Company)
Chart 2.1: Situation of customers coming to Dai Bang Tourism and Service Joint Stock Company in the period of 2015 - 2017
Through chart 2.1 we can make some of the following observations:
Hue University of Economics
In general, in the 3 years from 2015 to 2017, the total number of customers of the company increased. In 2015, because the company was newly established, the number of customers was quite small, but in 2016, there was strong growth. Specifically, the number of customers in 2016 increased by 174.1% compared to 2015 and the number of customers in 2017 decreased by 5.7% compared to 2016. Despite such a clear growth, the number of customers at the company is still not really stable and is likely to change a lot in the future.
In the total number of customers of the company, we can see that domestic customers account for the highest proportion in three years (nearly 64%), followed by Outbound customers and finally Inbound customers. However, Outbound customers have the most stable growth over the past three years, which proves that the company's Outbound customer market has the potential to grow even stronger in the future. Domestic and Inbound customers also have growth but it is not stable.
2.4.2. General business performance of the company
Table 2.2. Business performance of Dai Bang Service and Trading Joint Stock Company
Target
2015 | 2016 | 2017 | |
Total revenue | 502,640,306 | 2,918,078,051 | 2,554,836,515 |
Profit before tax | -27,033,796 | 6,280,825 | 57,370,371 |
Profit after tax | -27,033,796 | 6,280,825 | 45,896,297 |
(Source: Accounting Department - Dai Bang Service and Trading Joint Stock Company)
Through chart 2.1 we can make some of the following observations:
In general, in the 3 years from 2015 to 2017, the total number of customers of the company increased. In 2015, because the company was newly established, the number of customers was quite small, but in 2016, there was strong growth. Specifically, the number of customers in 2016 increased by 174.1% compared to 2015 and the number of customers in 2017 decreased by 5.7% compared to 2016. Despite such a clear growth, the number of customers at the company is still not really stable and is likely to change a lot in the future.
In the total number of customers of the company, we can see that domestic customers account for the highest proportion in the three years (nearly 64%), followed by Outbound customers and finally Inbound customers. However, Outbound customers have the most stable growth over the three years, which proves that the company's Outbound customer market has the potential to grow even stronger in the future. Domestic and Inbound customers also have growth but it is not stable.
2.4.3. Products
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Eagle Tourist is a company specializing in providing all types of tourism services, so the company's products are mainly building tours, organizing events or social activities and accompanying services related to tourism, specifically:
2.3.3.1. Tour products
The company provides customers with many attractive tour products and services at affordable prices domestically and internationally.
2.4.3.1.1. Domestic tourism
Vietnam has great potential in many aspects for tourism development, with many famous landscapes, cultural heritages and historical sites. In recent years, Vietnam tourism has been on the rise, not only attracting domestic tourists but also international visitors. Therefore, the company has taken advantage of these advantages to organize many diverse and rich tours to famous tourist destinations in Vietnam to serve customers.
Figure 1: Domestic tourism
(Source: dulichdaibang.com )
2.4.3.1.2. Overseas travel
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In addition to attractive domestic tours, the company has focused on expanding tours abroad. In the early years, the company faced many difficulties, so it only focused on neighboring countries such as Thailand, Laos, Cambodia, Indonesia, etc. However, in recent years, the company's image and brand have gradually gained a certain position in the market. With the increasingly fierce competition as it is today combined with increasing customer demand, the company has begun to organize tours to famous countries in the world such as Korea, Singapore, the US, Japan, etc.
Figure 2: Foreign travel
(Source: dulichdaibang.com )
2.4.3.2. Organizing social events and activities
Figure 3: Social events and activities
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(Source: dulichdaibang.com ) To attract attention and increase close relationships with customers, businesses often organize events or social activities to promote their products and services. And Eagle Tourist Company is no exception. Although these activities are not really outstanding and have not yet captured much market share compared to tour products. But in the future, the company promises to bring useful programs and outstanding events to capture more market share.
more and especially touch the emotions of the target customers.
2.4.3.3. Related services
In addition to diverse and rich tour products and services, the company also has related services to further support customers.
- Car rental (Image 4)
- Link with hotels to serve customer needs (Image 5)
2.5. Communication activities at Dai Bang Advertising and Service Joint Stock Company
- Website advertising
Currently Eagle Tourist uses 3 main websites for communication Website https://dulichdaibang.com/
Figure 6: Website https://dulichdaibang.com/
(Source: dulichdaibang.com )
Website https://www.khamphadisan.com/ (Image 7)
Website https://vinavivu.com/ (Image 8)
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With beautifully designed interfaces, all three websites show everything customers need to know about a travel website. These are the three main websites where the company has invested the most in marketing communications.
The two websites with addresses dulichdaibang.com and vinavivu.com have the same design structure and content. Both websites regularly update information about tour services, promotional programs, related services, etc.
The website address is khamphadisan.com, which specializes in providing useful information about destinations and travel experiences not only domestically but also internationally. In addition, khamphadisan.com is also a channel for promoting brands and advertising products for companies and tourism organizations.
- Advertising via Facebook social network
No one can deny the power of Facebook as well as its importance in the current 4.0 era. As the largest social network in the world with a huge number of users, Facebook Fanpage article advertising is considered the perfect choice for individuals and businesses who want to promote products, services and corporate image. Because advertising via Facebook social network brings so many positive benefits, Eagle Tourist company also takes advantage of this communication tool.