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Evaluation of marketing communication activities of Dai Bang Advertising Communication and Tourism Services Joint Stock Company - 1

Graduation thesis Supervisor: MSc. Tran Quoc Phuong


SVTH: Nguyen Thi Minh Phuong i

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HUE UNIVERSITY UNIVERSITY OF ECONOMICS

Evaluation of marketing communication activities of Dai Bang Advertising Communication and Tourism Services Joint Stock Company - 1

FACULTY OF BUSINESS ADMINISTRATION

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GRADUATION THESIS

Hue University of Economics

EVALUATION OF MARKETING COMMUNICATION ACTIVITIES OF DAI BANG ADVERTISING COMMUNICATIONS AND TOURISM SERVICES JOINT STOCK COMPANY


Instructor : Students perform :

MSc. Tran Quoc Phuong Nguyen Thi Minh Phuong Class : K49B - QTKD


Hue, December 2018

Graduation thesis Supervisor: MSc. Tran Quoc Phuong


SVTH: Nguyen Thi Minh Phuong i


ACKNOWLEDGEMENTS

There is no success without support, help, little or much, direct or indirect. During the time from the beginning of studying at university until now, I have received a lot of attention and help from teachers, family and friends.

Hue University of Economics

With the deepest gratitude, I would like to send to the teachers in the Faculty of Business Administration - University of Economics - Hue University, who with their knowledge and enthusiasm have imparted valuable knowledge to us during our time studying at the school. And especially, in this final internship, I would like to sincerely thank Mr. Tran Quoc Phuong for his enthusiastic guidance and help so that I could complete my graduation thesis.

I would like to express my sincere thanks to the Board of Directors of Dai Bang Advertising and Tourism Services Joint Stock Company and all the staff in the departments, especially the staff in the Marketing Department, who have created all the conditions for me to learn and improve my experience and skills during my internship at the company.

However, due to limitations in research time and professional knowledge, it is difficult to avoid mistakes in the process of writing the thesis. Therefore, I look forward to receiving comments from teachers to improve the topic.

Once again, thank you very much!

Hue, December 2018

Student

Nguyen Thi Minh Phuong


LIST OF ABBREVIATIONS

PR – Public Relations – Public Relations IM – Internet Marketing – Interactive Marketing

Hue University of Economics

CP TTQC & DVDL – Joint Stock Company for Advertising Media and Tourism Services


PHOTO LIST

Figure 1: Domestic tourism 46

Figure 2: Foreign travel 46

Figure 3: Social events and activities 47

Figure 4: Car rental 47

Figure 5: Linking with hotels to serve customer needs 47

Figure 6: Website https://dulichdaibang.com/ 48

Figure 7: Website https://www.khamphadisan.com/ 48

Figure 8: Website https://vinavivu.com/ 48

Image 9: Facebook Fanpage of Dai Bang Tourism 49

Figure 10: Facebook Fanpage Discovering Heritage 49

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Figure 11: Youtube channel of Dai Bang Tourism 50

Figure 12: Promotion program 50


MODEL LIST

Model 1: Research Process 5

Model 2: Macro Model in Marketing Communication 17

Model 3: Micro-models in Marketing Communications 18

Model 4: Marketing communication tools 25

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Model 5: Company Organizational Structure 40


LIST OF TABLES

Table 2.1. Statistics of visitors to Eagle Tourist in the period 2015 - 2017 43

Table 2.2. Business performance of Eagle Tourist Company 44

Table 2.3. Demographic characteristics of tourists 51

Table 2.4. Cronbach's Alpha reliability coefficient 57

Table 2.5. Customer reviews of Outdoor Advertising tools 58

Table 2.6. Comparison of customer ratings of agreement with related factors

to Outdoor Advertising tool 59

Table 2.7. Customer reviews of Website Advertising tool 61

Table 2.8. Comparison of customer ratings of agreement with related factors

to website advertising tool 62

Hue University of Economics

Table 2.9. Customer reviews of Facebook Social Network Advertising tool 63

Table 2.10. Comparison Comparison of customer ratings on the level of agreement with factors related to Facebook Social Network Advertising tool 64

Table 2.11. Customer evaluation of Personal Selling tools 65

Table 2.12. Comparison of customer ratings of level of agreement of related factors

Regarding Personal Selling Tools 67

Table 2.13. Customer evaluation of Public Relations tools 69

Table 2.14. Comparison of customer ratings of level of agreement of related factors

Public Relations Tools 70

Table 2.15. Customer evaluation of promotional tools/sales promotion 71

Table 2.16. Comparison of customer ratings of level of agreement of related factors

related to Promotion/Sales Promotion tools 72

Table 2.17. Direct marketing activities that customers have been in contact with 74


Table 2.18. Customer evaluation of direct marketing tools 75

Table 2.19. Comparison of customer ratings of level of agreement of related factors

regarding direct marketing tools 76

Table 2.20. Personal opinions of customers who recommend Eagle Tourist services to relatives and friends 77

Table 2.21. Customer feedback helps Eagle Tourist become more well-known

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more than 77


LIST OF CHARTS

Chart 2.1: Arrivals to Eagle Tourist in the period 2015 - 2017 44

Chart 2.2. Gender structure of customers 52

Chart 2.3. Age structure of customers 53

Figure 2.4. Education level of customers 54

Chart 2.5. Customer occupation 54

Hue University of Economics

Chart 2.6. Regional structure 56

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