Experience in Business Development According to the Sharing Economy Model of Enterprises in the Field of Online Tourism Services Around the World and Lessons Learned

Advertising from social media channels, email, text messages, gift cards, mobile apps, events, etc. will create better advertising effectiveness.

+ COMP2-Competitive advantage in customer relationships : customer relationships are an important factor that determines the business results of the enterprise. Customer relationships of enterprises in the field of online tourism services need to ensure privacy, engagement, and positivity to maintain interaction and ensure the satisfaction of online tourism customers.

+ COMP3- Competitive advantage in price : price is one of the advantages of the KTCS model. Enterprises in the field of DLTT services are not direct suppliers, so they save costs, thereby competing better on price and shortening transaction time. To gain market share from competitors, enterprises must have appropriate pricing policies and discounts, especially in the market penetration stage.

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- Criteria for business development results according to the KTCS model (PER): there are 3 financial scales that make up the criteria for business development results according to the KTCS model: market share, sales and return on investment.

+ PER1- Better market share : if the market share is good, the competitive advantage belongs to the enterprise. On the contrary, if the market share is small, the competitive advantage belongs to the competitor. Therefore, when doing business, every enterprise has the ambition to gain a better market share.

+ PER2-Better sales growth : sales is the total amount of money earned by selling the enterprise's DLTT services in a certain period of time without deducting the costs incurred. If sales growth is good, it shows the business development results of the departments in the enterprise such as the service department, sales department, advertising department.

+ PER3-Better return on investment : return on investment is shown through the ROI profitability index. ROI is the ratio of net profit to the cost incurred by the enterprise. This is an important figure for managers because it reflects the actual results of business development activities.

2.5. EXPERIENCES IN BUSINESS DEVELOPMENT ACCORDING TO THE SHARING ECONOMY MODEL OF ENTERPRISES IN THE ONLINE TOURISM SERVICES SECTOR IN THE WORLD AND LESSONS LEARNED FOR VIETNAM

2.5.1. Experience in business development according to the sharing economy model of enterprises in the field of online tourism services in the US

The US is one of the three countries with the UK and Germany that has the largest number of publications on KTCS in the world. The US is also the cradle of many successful businesses in the field of KTCS such as Uber, AirBnb, Lime, Stashbee, ... Airbnb was founded in 2008, this is a KTCS model connecting apartments, homeowners with tourists/guests. Currently, Airbnb has appeared in more than 81,000 cities and 191 countries. Estimated revenue from Airbnb booking fees worldwide is about 4.8 billion USD. Since the Covid-19 pandemic appeared, Airbnb's business has decreased by about 33-36%. However, by May 2021, Airbnb's operations have recovered, with bookings increasing by 127%. In addition to providing rooms, AirBnb retains tourists through interesting experiences, organizing many events, developing communities, ... Along with Airbnb, Uber is a KTCS model that connects drivers/vehicle owners with people who want to pass through a mobile application. Passengers/tourists can also carpool together to reduce costs. Currently, the model has expanded to the food delivery sector with Uber Eats. Since its launch in 2009, Uber has had 75 million riders and 3 million drivers using it, making 10 billion trips across 65 countries, 15 million trips are made every day. Lime is also a startup in Silicon Valley. Lime is successful with the KTCS model of electric vehicles in big cities. Lime's application works similarly to bicycle rental companies, users use the application to find motorbikes or electric bicycles. Tourists/renters unlock the car by scanning the QR code or entering the ID code, they will be charged according to the time of use.

In addition to successful KTCS models, some enterprises have encountered problems in the US, for example, being denied operating licenses by local authorities (San Francisco). Many enterprises have had to expand their operations to other cities such as London, Berlin and Zurich. The entry of enterprises operating KTCS models in the US helps direct suppliers here access many job opportunities, flexible working hours, and increased income. Experts in the US believe that there are three main factors explaining the strong development of KTCS in some areas of this country: large population, high personal income per capita and low unemployment rate.

2.5.2. Experience in business development according to the sharing economy model of enterprises in the field of online tourism services in Italy

According to the study of Forno, F., and Garibaldi, R. (2015) [57] on business development according to the KTCS model in the tourism industry in Italy, the areas with a large number of participating enterprises

The highest number of enterprises is in Lazio (512 enterprises), Tuscany (471), Veneto (232), Lombardy (208) and Sardinia (142), the lowest is in Abruzzo (15), Basilicata (5). When compared with other countries, at the time of the survey, Italy ranked 5th in the number of enterprises developing business according to the social economic model, after the United States (11,527), France (7,339), Spain (2,690) and Canada (2,584). Enterprises developing business according to the social economic model in Italy encourage direct tourism service providers to provide organic foods (70.8%) or environmentally friendly products (68.7%), create conditions for tourists to participate in eco-tourism (26.9%), prepare their own meals (67.3%)...

The study also found that one-bedroom apartments (37.7%) and houses (36.3%) were more frequently exchanged. Those who actively exchanged their apartments with others were also more likely to participate in this model as tourists (41.4% of respondents had exchanged houses before staying in someone else's house). Most of them had exchanged houses at least twice (79.3%), with an average stay of more than two weeks (75.8%). The results show that home exchange in Italy has great potential, having been strongly interested in the past few years. The KTCS model will also boost the economy, however, this model only attracts people with clear lifestyles and preferences, who believe that environmentally friendly tourism is important.

According to the survey data, tourists in Italy who choose the KTCS model are not only young people, only 6.1% of respondents are under 34 years old and have a high education level, 65.7% have a high school diploma or higher. Most of them are people who work from home (46.2%) or are self-employed (32.9%). 66.6% of respondents are households. The data also shows that people who exchange accommodation think about traveling differently from ordinary budget travelers. The difference between people who exchange accommodation and budget travelers is reflected in the motivations and beliefs of the participants. The motivations of users in Italy who participate in the KTCS model are mainly the desire to learn about people and cultural contexts (42.6%), save money (25.3%), and find a truly different vacation (27.3%). They want to travel multiple times a year, even when the budget is limited. Their need is to personalize their trips and want each trip to be an authentic experience, not only to get acquainted with a new country but also to immerse themselves in a new culture. In the future, businesses in the tourism service sector that want to develop a business model based on the KTCS model in Italy will expand their reach by inspiring participation in the KTCS model, which is safe and cost-effective.

It is a form of travel that helps overcome cultural barriers, gain trust in others, and have a fulfilling, personalized, and enjoyable trip.

2.5.3. Experience in business development according to the sharing economy model of enterprises in the field of online tourism services in Korea

Bernardi, M. (2018) [37] research focuses on Seoul – South Korea and emphasizes the role of Millennials (those born between 1980 and 1999) in changing the business market of enterprises in the field of IT services in Korea through the KTCS model. Seoul - the capital of South Korea with a population of ten million, has important technology centers and headquarters of global corporations, has a high level of technology readiness, has the densest public transport density in the world, has the highest average connection speed in the world with 73% mobile penetration, 84% internet penetration and 95% of households have broadband connection. However, in Seoul, young people face strong social pressure, students are subject to high academic expectations, corporate culture encourages drinking after work and women are discriminated against.

To address these issues, Seoul launched the “ Sharing City, Seoul ” (SCS) project in 2012 with three goals: promoting economic development, rebuilding a sense of community, and reducing environmental impact. Seoul City promotes businesses to develop a sharing economy model to encourage them to take advantage of the innovation of this economic model in creating new online businesses. Businesses developing a sharing economy model in Korea receive financial support, procedures, legal advice, communication advice, access to public spaces, use of the project logo, and project membership certification. Businesses can be operating in the tourism or other sectors. Four outstanding tourism businesses among the 82 sharing businesses selected for the Korean SCS project are: 1.LetsPlayPlanet; 2.Kozaza; 3.MyRealTrip; 4.Zipbob. LetsPlayPlanet is a platform that offers the opportunity to experience a different kind of travel, to meet locals and spend time with them in local activities, learn, make new friends and support the local economy. Kozaza is a platform for people to stay in a traditional house, participate in local contemporary or ancient activities and learn soft skills, meet Koreans who are willing to share their knowledge and experience. MyRealTrip helps travelers have a safe trip through the support of

locals. Zipbob is a platform that allows ordering food, tasting local dishes, and making friends with locals.

The project strongly encourages and supports young people – the Millennials generation. Millennials participate in the market not only as users and tourists but also as direct suppliers and creators of new DLTT services. According to research, the proportion of Millennials in Asia accounts for about 60% of Millennials in the world and accounts for about a quarter of the total population of Asia, accounting for 25% of the total working-age population. Millennials spend 24 hours/week using phones and technology for all necessary tasks and needs. They are mainly in China and India. Through the analysis of the case of Korea, the research shows that Millennials are potential users of KTCS models in tourism. According to research by the Korea Tourism Organization, Millennials are estimated to spend $340 billion on international travel in 2020, they have a strong interest in travel, travel more than any other generation, and are more likely to travel abroad than previous generations. The scientific community also emphasizes the importance of applying this generational perspective to the next generation to gain a better understanding of future supply and demand, grasp new trends, and shape the market. Millennials in Korea are confident, connected, and open to change, preferring to choose new travel trends.

Through the case of Seoul, we can see that Korea is very interested in the Millennials generation when developing tourism. Korea believes that Millennials are the group that grew up with the Internet, Wifi, 3G everywhere, Amazon, eBay, Google, mobile phones, social media are familiar activities to them. They like to interact both online and offline. They are eager to meet local people, to have authentic experiences, often use online tools to search, access services and resources without necessarily owning them. They are confident in using platforms that match supply and demand, they like to listen, and collect travel information from online users. They are wise consumers, not fascinated by excessive consumption and are socially responsible. Millennials have formed their preferences and tastes, influenced each other in consumer behavior and imposed their choices on the market; They are increasing their purchasing power and spending more and more on tourism as an important component of their personal development.

personality and life experience. For the above reasons, the tourism industry cannot ignore this generation when it wants to expand the market in the future.

2.5.4. Lessons learned for businesses in the online tourism service sector in Vietnam

From the practical experience of other countries, the thesis draws some experiences in business development according to the KTCS model of enterprises in the field of tourism services in Vietnam as follows:

Firstly, businesses need to expand their reach by inspiring the KTCS model , which seems to only attract people with clear lifestyles and interests, those who believe that eco-friendly tourism is important, so it may only be suitable for a part of society. In the future, businesses in the field of tourism services need to expand their reach by inspiring the KTCS model as safe, cost-effective, and sustainable tourism to overcome cultural barriers, to have a complete, personalized, and enjoyable trip.

Second, businesses provide many personalized tourism services, business development associated with local identity . Businesses in the field of tourism services develop business development according to the KTCS model, allowing tourists to organize their own vacations according to their interests, new trends and immerse themselves in local culture. This model brings the opportunity to experience and design safe trips with the support of local people, ...

Third, businesses focus on developing technology and social networks "made in Vietnam" through social networks, so that tourists can search for information and build suitable tourism solutions in Vietnam. Encourage tourists to use the KTCS model to organize and manage tourism activities, use social networks or tourism review websites, blogs to tell stories, share experiences to create new relationships, promote traditional culture, and build local communities.

Fourth, businesses encourage their users to participate in cashless transactions. Encouraging online payments and frequent use of KTCS models helps businesses improve the safety and security of DLTT customers when staying and traveling in a new area. When using the cashless transaction function, the KTCS model can support tourists if they encounter disputes and risks.

Fifth, businesses need to expand their customer base to access the KTCS model, encouraging Millennials as the market-oriented generation.

Not only young people and those with qualifications, education, and high income. They can be people who work from home, are self-employed and like to travel with their families. They love experiences, want to travel many times a year, even when their budget is limited. Their need is to personalize their trips and want each trip to be an authentic experience, not only to get acquainted with a new country but also to immerse themselves in a new culture. Those who actively exchange their apartments with others are also the ones who will participate in this model as DLTT customers. Therefore, businesses in the DLTT service sector need to pay strong attention to Millennials. Millennials are interested in traveling, traveling more than any other generation. Millennials participate in the market not only as DLTT customers but also as direct suppliers and creators of new DLTT services.

Sixth, businesses need to test the model before expanding . Testing before innovating can help businesses minimize the risk and risk of losing trust from DLTT customers, maintain positive network effects, and control revenue and costs. The testing process helps businesses orient data and markets before expanding widely. Notes during the testing process, businesses should pay attention to development goals, benefits cannot be shared equally among all parties. The KTCS model focuses on providing more value to DLTT customers than direct suppliers. When focusing on customer value, the model will reduce negative network effects and unintended risks.

Seventh, enterprises need to adhere to legal regulations, prepare necessary infrastructure, closely monitor startup support activities to receive financial, procedural, administrative, legal and media support, access to public spaces, etc. Participate in social activities, disseminate information and promote the use of the KTCS model in tourism activities of the city and country.

CONCLUSION OF CHAPTER 2

Chapter 2 of the thesis presents the basic theoretical basis of business development according to the basic economic model of enterprises in the field of information technology services. The first part of the chapter presents some basic theories. Based on the research of previous authors, the next part of the thesis builds the content of business development according to the basic economic model of enterprises in the field of information technology services with 9 elements. In parts 3 and 4 of chapter 2, based on the content

Business development according to the basic economic model of enterprises in the field of information technology services has been built, the thesis has formed the conditions for business development according to the basic economic model and proposed a model to evaluate the results of business development according to the basic economic model of enterprises in the field of information technology services. The last part of chapter 2, the thesis mentions the experience of business development according to the basic economic model of enterprises in the world and the lessons learned for Vietnam.

Chapter 2 of the thesis has achieved the following main results:

1. Explain the basic theories of economic development, economic model, and business services according to economic model. Systematize and explain the basic theories of business development according to economic model of enterprises in the field of information technology services.

2. Based on the nature of business development according to the basic economic model, combined with the characteristics of the type of enterprise in the field of information technology services, the content of business development according to the basic economic model of enterprises in the field of information technology services has been established.

3. Determine environmental conditions and business development content according to the KTCS model for enterprises in the field of information technology services.

4. Building a model to evaluate business development results according to the KTCS model of enterprises in the field of information technology services.

5. Research on experiences in business development according to the KTCS model of enterprises in the field of information technology services in the US, Italy, and Korea and draw 7 lessons for Vietnam.

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