Indirect Exchange Channel Model Type 1 Type 2 Type 3

1.2.3.2.Price

Price is an important component in the marketing mix strategy. Many experts believe that price is the most effective tool to attract customers and counter competitors. Determining price and price competition is the number one important issue that managers have to face. A tourism business with too high a price may lose many potential tourists. On the contrary, a business with too low a price will have difficulty in maintaining and servicing equipment, operating costs and may lead to losses. So how to get the right price?

First of all, we must clearly understand the concept of "Price". According to the traditional point of view, price is generally understood as the quantity that converts the value of a product. Nowadays, price can be understood as the sum of values ​​that consumers spend (exchange) for the benefits of owning or using goods or services. In a narrow sense, price can be understood as the amount of money charged for goods or services.

Factors affecting the valuation of DNDL

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• Qos Assurance Methods for Multimedia Communications zt2i3t4l5ee zt2a3gs zt2a3ge zc2o3n4t5e6n7ts low. The EF PHB requires a sufficiently large number of output ports to provide low delay, low loss, and low jitter. EF PHBs can be implemented if the output port's bandwidth is sufficiently large, combined with small buffer sizes and other network resources dedicated to EF packets, to allow the router's service rate for EF packets on an output port to exceed the arrival rate λ of packets at that port. This means that packets with PHB EF are considered with a pre-allocated amount of output bandwidth and a priority that ensures minimum loss, minimum delay and minimum jitter before being put into operation. PHB EF is suitable for channel simulation, leased line simulation, and real-time services such as voice, video without compromising on high loss, delay and jitter values. Figure 2.10 Example of EF installation Figure 2.10 shows an example of an EF PHB implementation. This is a simple priority queue scheduling technique. At the edges of the DS domain, EF packet traffic is prioritized according to the values ​​agreed upon by the SLA. The EF queue in the figure needs to output packets at a rate higher than the packet arrival rate λ. To provide an EF PHB over an end-to-end DS domain, bandwidth at the output ports of the core routers needs to be allocated in advance to ensure the requirement μ > λ. This can be done by a pre-configured provisioning process. In the figure, EF packets are placed in the priority queue (the upper queue). With such a length, the queue can operate with μ > λ. Since EF was primarily used for real-time services such as voice and video, and since real-time services use UDP instead of TCP, RED is generally not suitable for EF queues because applications using UDP will not respond to random packet drop and RED will strip unnecessary packets. 2.2.4.2 Assured Forwarding (AF) PHB PHB AF is defined by RFC 2597. The purpose of PHB AF is to deliver packets reliably and therefore delay and jitter are considered less important than packet loss. PHB AF is suitable for non-real-time services such as applications using TCP. PHB AF first defines four classes: AF1, AF2, AF3, AF4. For each of these AF classes, packets are then classified into three subclasses with three distinct priority levels. Table 2.8 shows the four AF classes and 12 AF subclasses and the DSCP values ​​for the 12 AF subclasses defined by RFC 2597. RFC 2597 also allows for more than three separate priority levels to be added for internal use. However, these separate priority levels will only have internal significance. PHB Class PHB Subclass Package type DSCP AF4 AF41 Short 100010 AF42 Medium 100100 AF43 High 100110 AF3 AF31 Short 011010 AF32 Medium 011100 AF33 High 011110 AF2 AF21 Short 010010 AF22 Medium 010100 AF23 High 010110 AF1 AF11 Short 001010 AF12 Medium 001100 AF13 High 001110 Table 2.8 AF DSCPs The AF PHB ensures that packets are forwarded with a high probability of delivery to the destination within the bounds of the rate agreed upon in an SLA. If AF traffic at an ingress port exceeds the pre-priority rate, which is considered non-compliant or “out of profile”, the excess packets will not be delivered to the destination with the same probability as the packets belonging to the defined traffic or “in profile” packets. When there is network congestion, the out of profile packets are dropped before the in profile packets are dropped. When service levels are defined using AF classes, different quantity and quality between AF classes can be realized by allocating different amounts of bandwidth and buffer space to the four AF classes. Unlike EF, most AF traffic is non-real-time traffic using TCP, and the RED queue management strategy is an AQM (Adaptive Queue Management) strategy suitable for use in AF PHBs. The four AF PHB layers can be implemented as four separate queues. The output port bandwidth is divided into four AF queues. For each AF queue, packets are marked with three “colors” corresponding to three separate priority levels. In addition to the 32 DSCP 1 groups defined in Table 2.8, 21 DSCPs have been standardized as follows: one for PHB EF, 12 for PHB AF, and 8 for CSCP. There are 11 DSCP 1 groups still available for other standards. 2.2.5.Example of Differentiated Services We will look at an example of the Differentiated Service model and mechanism of operation. The architecture of Differentiated Service consists of two basic sets of functions: Edge functions: include packet classification and traffic conditioning. At the inbound edge of the network, incoming packets are marked. In particular, the DS field in the packet header is set to a certain value. For example, in Figure 2.12, packets sent from H1 to H3 are marked at R1, while packets from H2 to H4 are marked at R2. The labels on the received packets identify the service class to which they belong. Different traffic classes receive different services in the core network. The RFC definition uses the term behavior aggregate rather than the term traffic class. After being marked, a packet can be forwarded immediately into the network, delayed for a period of time before being forwarded, or dropped. We will see that there are many factors that affect how a packet is marked, and whether it is forwarded immediately, delayed, or dropped. Figure 2.12 DiffServ Example Core functionality: When a DS-marked packet arrives at a Diffservcapable router, the packet is forwarded to the next router based on Per-hop behavior is associated with packet classes. Per-hop behavior affects router buffers and the bandwidth shared between competing classes. An important principle of the Differentiated Service architecture is that a router's per-hop behavior is based only on the packet's marking or the class to which it belongs. Therefore, if packets sent from H1 to H3 as shown in the figure receive the same marking as packets from H2 to H4, then the network routers treat the packets exactly the same, regardless of whether the packet originated from H1 or H2. For example, R3 does not distinguish between packets from h1 and H2 when forwarding packets to R4. Therefore, the Differentiated Service architecture avoids the need to maintain router state about separate source-destination pairs, which is important for network scalability. Chapter Conclusion Chapter 2 has presented and clarified two main models of deploying and installing quality of service in IP networks. While the traditional best-effort model has many disadvantages, later models such as IntServ and DiffServ have partly solved the problems that best-effort could not solve. IntServ follows the direction of ensuring quality of service for each separate flow, it is built similar to the circuit switching model with the use of the RSVP resource reservation protocol. IntSer is suitable for services that require fixed bandwidth that is not shared such as VoIP services, multicast TV services. However, IntSer has disadvantages such as using a lot of network resources, low scalability and lack of flexibility. DiffServ was born with the idea of ​​solving the disadvantages of the IntServ model. DiffServ follows the direction of ensuring quality based on the principle of hop-by-hop behavior based on the priority of marked packets. The policy for different types of traffic is decided by the administrator and can be changed according to reality, so it is very flexible. DiffServ makes better use of network resources, avoiding idle bandwidth and processing capacity on routers. In addition, the DifServ model can be deployed on many independent domains, so the ability to expand the network becomes easy. Chapter 3: METHODS TO ENSURE QoS FOR MULTIMEDIA COMMUNICATIONS In packet-switched networks, different packet flows often have to share the transmission medium all the way to the destination station. To ensure the fair and efficient allocation of bandwidth to flows, appropriate serving mechanisms are required at network nodes, especially at gateways or routers, where many different data flows often pass through. The scheduler is responsible for serving packets of the selected flow and deciding which packet will be served next. Here, a flow is understood as a set of packets belonging to the same priority class, or originating from the same source, or having the same source and destination addresses, etc. In normal state when there is no congestion, packets will be sent as soon as they are delivered. In case of congestion, if QoS assurance methods are not applied, prolonged congestion can cause packet drops, affecting service quality. In some cases, congestion is prolonged and widespread in the network, which can easily lead to the network being "frozen", or many packets being dropped, seriously affecting service quality. Therefore, in this chapter, in sections 3.2 and 3.3, we introduce some typical network traffic load monitoring techniques to predict and prevent congestion before it occurs through the measure of dropping (removing) packets early when there are signs of impending congestion. 3.1. DropTail method DropTail is a simple, traditional queue management method based on FIFO mechanism. All incoming packets are placed in the queue, when the queue is full, the later packets are dropped. Due to its simplicity and ease of implementation, DropTail has been used for many years on Internet router systems. However, this algorithm has the following disadvantages: − Cannot avoid the phenomenon of “Lock out”: Occurs when 1 or several traffic streams monopolize the queue, making packets of other connections unable to pass through the router. This phenomenon greatly affects reliable transmission protocols such as TCP. According to the anti-congestion algorithm, when locked out, the TCP connection stream will reduce the window size and reduce the packet transmission speed exponentially. − Can cause Global Synchronization: This is the result of a severe “Lock out” phenomenon. Some neighboring routers have their queues monopolized by a number of connections, causing a series of other TCP connections to be unable to pass through and simultaneously reducing the transmission speed. After those monopolized connections are temporarily suspended, Once the queue is cleared, it takes a considerable amount of time for TCP connections to return to their original speed. − Full Queue phenomenon: Data transmitted on the Internet often has an explosion, packets arriving at the router are often in clusters rather than in turn. Therefore, the operating mechanism of DropTail makes the queue easily full for a long period of time, leading to the average delay time of large packets. To avoid this phenomenon, with DropTail, the only way is to increase the router's buffer, this method is very expensive and ineffective. − No QoS guarantee: With the DropTail mechanism, there is no way to prioritize important packets to be transmitted through the router earlier when all are in the queue. Meanwhile, with multimedia communication, ensuring connection and stable speed is extremely important and the DropTail algorithm cannot satisfy. The problem of choosing the buffer size of the routers in the network is to “absorb” short bursts of traffic without causing too much queuing delay. This is necessary in bursty data transmission. The queue size determines the size of the packet bursts (traffic spikes) that we want to be able to transmit without being dropped at the routers. In IP-based application networks, packet dropping is an important mechanism for indirectly reporting congestion to end stations. A solution that prevents router queues from filling up while reducing the packet drop rate is called dynamic queue management. 3.2. Random elimination method – RED 3.2.1 Overview RED (Random Early Detection of congestion; Random Early Drop) is one of the first AQM algorithms proposed in 1993 by Sally Floyd and Van Jacobson, two scientists at the Lawrence Berkeley Laboratory of the University of California, USA. Due to its outstanding advantages compared to previous queue management algorithms, RED has been widely installed and deployed on the Internet. The most fundamental point of their work is that the most effective place to detect congestion and react to it is at the gateway or router. Source entities (senders) can also do this by estimating end-to-end delay, throughput variability, or the rate of packet retransmissions due to drop. However, the sender and receiver view of a particular connection cannot tell which gateways on the network are congested, and cannot distinguish between propagation delay and queuing delay. Only the gateway has a true view of the state of the queue, the link share of the connections passing through it at any given time, and the quality of service requirements of the traffic flows. The RED gateway monitors the average queue length, which detects early signs of impending congestion (average queue length exceeding a predetermined threshold) and reacts appropriately in one of two ways: − Drop incoming packets with a certain probability, to indirectly inform the source of congestion, the source needs to reduce the transmission rate to keep the queue from filling up, maintaining the ability to absorb incoming traffic spikes. − Mark “congestion” with a certain probability in the ECN field in the header of TCP packets to notify the source (the receiving entity will copy this bit into the acknowledgement packet). Figure 3. 1 RED algorithm The main goal of RED is to avoid congestion by keeping the average queue size within a sufficiently small and stable region, which also means keeping the queuing delay sufficiently small and stable. Achieving this goal also helps: avoid global synchronization, not resist bursty traffic flows (i.e. flows with low average throughput but high volatility), and maintain an upper bound on the average queue size even in the absence of cooperation from transport layer protocols. To achieve the above goals, RED gateways must do the following: − The first is to detect congestion early and react appropriately to keep the average queue size small enough to keep the network operating in the low latency, high throughput region, while still allowing the queue size to fluctuate within a certain range to absorb short-term fluctuations. As discussed above, the gateway is the most appropriate place to detect congestion and is also the most appropriate place to decide which specific connection to report congestion to. − The second thing is to notify the source of congestion. This is done by marking and notifying the source to reduce traffic. Normally the RED gateway will randomly drop packets. However, if congestion If congestion is detected before the queue is full, it should be combined with packet marking to signal congestion. The RED gateway has two options: drop or mark; where marking is done by marking the ECN field of the packet with a certain probability, to signal the source to reduce the traffic entering the network. − An important goal that RED gateways need to achieve is to avoid global synchronization and not to resist traffic flows that have a sudden characteristic. Global synchronization occurs when all connections simultaneously reduce their transmission window size, leading to a severe drop in throughput at the same time. On the other hand, Drop Tail or Random Drop strategies are very sensitive to sudden flows; that is, the gateway queue will often overflow when packets from these flows arrive. To avoid these two phenomena, gateways can use special algorithms to detect congestion and decide which connections will be notified of congestion at the gateway. The RED gateway randomly selects incoming packets to mark; with this method, the probability of marking a packet from a particular connection is proportional to the connection's shared bandwidth at the gateway. − Another goal is to control the average queue size even without cooperation from the source entities. This can be done by dropping packets when the average size exceeds an upper threshold (instead of marking it). This approach is necessary in cases where most connections have transmission times that are less than the round-trip time, or where the source entities are not able to reduce traffic in response to marking or dropping packets (such as UDP flows). 3.2.2 Algorithm This section describes the algorithm for RED gateways. RED gateways calculate the average queue size using a low-pass filter. This average queue size is compared with two thresholds: minth and maxth. When the average queue size is less than the lower threshold, no incoming packets are marked or dropped; when the average queue size is greater than the upper threshold, all incoming packets are dropped. When the average queue size is between minth and maxth, each incoming packet is marked or dropped with a probability pa, where pa is a function of the average queue size avg; the probability of marking or dropping a packet for a particular connection is proportional to the bandwidth share of that connection at the gateway. The general algorithm for a RED gateway is described as follows: [5] For each packet arrival Caculate the average queue size avg If minth ≤ avg < maxth div.maincontent .s1 { color: black; font-family:"Times New Roman", serif; font-style: normal; font-weight: normal; text-decoration: none; font-size: 15pt; } div.maincontent .s2 { color: black; font-family:"Times New Roman", serif; font-style: normal; font-weight: bold; text-decoration: none; font-size: 15pt; } div.maincontent .p { color: black; font-family:"Times New Roman", serif; font-style: normal; font-weight: normal; text-decoration: none; font-size: 14pt; margin:0pt; } div.maincontent p { color: black; font-family:"Times New Roman", serif; font-style: normal; font-weight: normal; text-decoration: none; font-size: 14pt; margin:0pt; } div.maincontent .s3 { color: black; font-family:"Times New Roman", serif; font-style: normal; font-weight: bold; text-decoration: none; font-size: 14pt; } div.maincontent .s4 { color: black; font-family:"Times New Roman", serif; font-style: normal; font-weight: normal; text-decoration: none; font-size: 14pt; } div.maincontent .s5 { color: black; font-family:"Times New Roman", serif; font-style: italic; font-weight: normal; text-decoration: none; font-size: 14pt; } div.maincontent .s6 { color: black; font-family:"Times New Roman", serif; font-style: italic; font-weight: bold; text-decoration: none; font-size: 14pt; } div.maincontent .s7 { color: black; font-family:Wingdings; font-style: normal; font-weight: normal; text-decoration: none; font-size: 14pt; } div.maincontent .s8 { color: black; font-family:Arial, sans-serif; font-style: italic; font-weight: bold; text-decoration: none; font-size: 15pt; } div.maincontent .s9 { color: black; font-family:"Times New Roman", serif; font-style: normal; font-weight: bold; text-decoration: none; font-size: 14pt; } div.maincontent .s10 { color: black; font-family:"Times New Roman", serif; font-style: normal; font-weight: normal; text-decoration: none; font-size: 9pt; vertical-align: 6pt; } div.maincontent .s11 { color: black; font-family:"Times New Roman", serif; font-style: normal; font-weight: normal; text-decoration: none; font-size: 13pt; } div.maincontent .s12 { color: black; font-family:"Times New Roman", serif; font-style: normal; font-weight: normal; text-decoration: none; font-size: 10pt; } div.maincontent .s13 { color: black; font-family:"Times New Roman", serif; font-style: normal; font-weight: normal; text-d
• Data Processing Results of Sample Using Short Fiber Type (Lf/df=63.63)
• Structure of Mobilized Deposit Sources Classified by Currency Type
• Corresponding Techniques for Task Type T 1 Μ , T 1 P , T 1  2
• Evaluating Tourist Satisfaction with the Type of Ecotourism "Garden - River" in Tien Giang.

The pricing decision-making process is influenced by many factors. Based on the company's ability to adjust, these factors are divided into two groups: internal factors of the company and external factors of the market.

Internal factors affecting the determination of business prices Business strategy and positioning

To have a correct pricing strategy, each business needs to choose the target market and position the product carefully. The price determination of the business depends on the product strategy that the business chooses. Market positioning strategies often have major impacts on determining the price of a business's products.

The more clearly a business defines its goals, the easier it is to determine the price of its products. The goals that businesses often set are: Ensuring survival, maximizing profits, maximizing market share, and leading the market in product quality.

 Survival goal: The number one goal that businesses set for themselves is how to survive through difficult times. Therefore, survival is more important than profit. Travel businesses often apply a price reduction strategy to try to get revenue to cover costs.

 Profit maximization goal: businesses want to set prices so that they can maximize profits. Businesses believe that, based on market demand and costs, they can determine different prices and they choose the price that can bring in the most profit.

high revenue, high profit, quick return on investment, achieving short-term financial goals without regard to long-term survival.

 Target to maximize market share: businesses want to lead the market in terms of market share. Businesses believe that with a high market share, even with a low price, they can still achieve their long-term profit goals. Therefore, they use the strategy of pricing at the lowest possible level. After a while, when the number of customers is stable, they increase prices sharply and use other marketing tools to affirm their position in the competition.

 The goal of leading the market in product quality: reputable travel companies often have very high prices. They always put product quality first, always compete with product quality. To achieve such goals, businesses always need to focus on investing in R&D activities and quality control and maintenance activities.

Operating costs

Cost is the main basis for businesses to determine the price of products. First of all, the price must ensure to cover the costs of products, distribution, product promotion and ensure the return of capital for investors. Therefore, cost is an important component in the pricing strategy of businesses.

One thing to note for businesses is that customers do not care about the production costs that businesses have to pay, they only care about the values ​​that they will receive. Therefore, businesses need to pay close attention to their production costs to determine prices that can compete with competitors, while ensuring that they can cover costs and earn profits.

External factors affecting the determination of business prices Competitive market

In the tourism business, most markets are monopolistic competition and oligopolistic competition. Therefore, tourism businesses often determine very diverse prices based on the diversification of products supplied to customers and tourism businesses often have to be sensitive to price changes to respond to price changes of competitors in the market.

Other external factors

When determining prices, businesses must also pay attention to other factors of the external environment such as inflation, economic growth, and bank interest rates. For example, when the economy shows signs of a recession in goods and purchasing power declines, many restaurants have to rebuild their menus with lower prices, and travel agencies have to redesign their tours with lower costs.

Price is a major concern for all types of goods and services. However, it is also a concern for the tourism market – a market with many products and services.

easily substituted products, targeting entertainment and vacation segments. Therefore, managers need to use price as a lever in coordination with other elements in the marketing mix to reconcile consumer interests with the limits in the strategic structure of the business objectives of the enterprise.

1.2.3.3.Distribution - Place

Product and service distribution policy is the direction that shows how hotel and tourism businesses provide products and services to their customers. It is a system of measures and techniques to bring products and services to the final customers with reasonable quantity of goods, suitable items and ensuring civilized service factors.

Distribution policy plays an important role in the production and business activities of each enterprise. Each reasonable distribution policy will make the business process safe, the goods produced will not be in stock, reduce competition and increase the speed of goods circulation. Especially for tourism business, supply and demand are uneven, so the distribution channel plays a very important role in: market research, promotion, negotiation, material distribution, establishing relationships, ...

Because the product is mainly intangible, if there is no reasonable distribution policy, the available product cannot be sold. Product policies and price policies are closely related to distribution policies.

Like any other field, tourism products also have two main forms of distribution channels: direct distribution and indirect distribution.

Direct distribution channel : businesses choose this distribution channel, maintain their own sales force and are responsible for all channel issues. This type of channel is often chosen when the business only focuses on a few clearly identified customers. Sales efforts require tough negotiations and appropriate, timely decisions. For example, customers who buy travel programs are organizations. Sales staff of the travel company will directly negotiate with customers and sign contracts for using travel services.

Diagram 1.2. Direct distribution channel model

Business

Tourists

(Source: Tourism Marketing Textbook, Dr. Ha Nam Khanh Giao) Indirect distribution channel : businesses choose this type of distribution channel in case they do not want to maintain the entire sales force and share

functions in the channel with other intermediary organizations and individuals. Enterprises encourage intermediary levels to introduce and develop the expansion of distribution channels. If the company's new product has advantages over other competitors in the market, instead of competing, other companies can also choose to become intermediaries distributing this new product of the company to achieve benefits for both parties. For example, businesses can combine in gathering individual customers for group travel programs. This type of distribution can only be implemented under the condition that the company has an advantage in gathering individual customers or an advantage in costs and accepts a low profit level according to the motto of increasing profits through scale development.

Business

Branch

Level 1 Agent

Level 2 Agent

Tourists

Business

Branch

Tourists

Business

Branch

Agency

Tourists

Diagram 1.3. Indirect exchange channel model Type 1 Type 2 Type 3

(Source: Tourism Marketing Textbook, Dr. Ha Nam Khanh Giao)

Businesses can choose both direct and indirect distribution methods and choose between different levels of intermediaries. However, in the tourism sector, to make intermediaries truly meaningful and avoid conflicts, appropriate policies are needed for each type of channel and each level of intermediary.

1.2.3.4. Promotion

Modern marketing activities pay great attention to the promotion mix strategy. This is one of the main strategies of the marketing mix that organizations and tourism enterprises need to use to impact their target markets.

A business that creates a good product, sets an attractive price and offers it in a convenient location is ideal, but it is not sure to be effective if all the information about that product is not provided to customers in a thoughtful way. The business must communicate with customers to provide information for customers to recognize the product and the business to influence their tastes, perceptions and behaviors.

Currently in the world, marketing scholars have many different views on the tools of mixed promotion in tourism. According to Alastair, M. Morrison, mixed promotion includes 4 main tools:

Advertising : Advertising is the art of introducing goods or services to a specific target market through paid media . Through advertising, businesses can provide any information related to products, services, businesses and persuade them to buy their products or services. In addition, advertising also has a very important function, which is the function of recall, that is, reminding consumers to remember their products. In fact, consumers have too many concerns in their daily lives, so they easily forget if certain information appears in the media irregularly or a few times. The information provided must be repeated many times to make consumers remember.

When advertising, businesses must consider many factors to choose the most suitable advertising media for their products and businesses. There are 4 main factors that influence businesses' choice of media:

 Media usage habits of target customers . For example, young people prefer the Internet, middle-aged people prefer television.

 Product characteristics : depending on the type of product or service, it is suitable for certain media. For example, advertising for daily consumer products is suitable for advertising on television, tourism advertising is suitable for advertising in publications, outdoor advertising, and the Internet.

 Different types of messages will require different media : short messages are suitable for radio and television, detailed messages that require a lot of space and time to present should be done in magazines, the Internet,...

 Cost : Television is a more expensive medium than other media, but of course, the number of people accessing information is also greater. Therefore, businesses need to consider carefully to harmonize all requirements regarding advertising goals, messages and costs.

Promotion : Promotion includes many promotional tools to stimulate customers to consume tourism products quickly. Promotion activities often include: customer promotion by giving gifts, coupons, refunds, discounts, rewards, contests, ... commercial promotion (for travel agents) sales support, gifts, advertising, sales competition cooperation between agents, ... Appropriate promotion is both pervasive and creative, so companies

in the industry constantly compete to innovate and gain leadership in motivating customers, and gaining market share.

Public Relations : Public relations is the practice of creating, maintaining and developing relationships with different publics. This activity aims to create a good impression and image in the public, making the public love the business, thereby correcting negative information and eliminating false information. In the tourism industry, the public is local residents and businesses, other industries, corporations under environmental pressure, politicians and service providers.

Public relations work includes the following contents: press relations (creating and posting valuable information to the media to attract attention to tourism products and programs), tourism program propaganda (making the public aware of the company's tourism programs), building and maintaining domestic and local community relations, lobbying (building and maintaining relationships with lawmakers and state officials), investor relations (maintaining relationships with shareholders, etc.),...

Public relations works through a variety of tools: favorable news about the company and products, speeches, special occasions, written materials, audiovisual materials, corporate identity materials, social activities

Personal selling : unlike sales promotion or advertising, personal selling is a direct communication activity between the salesperson and current and potential customers. It is the effort of each individual in the travel business to get orders for travel programs from customers. The role of direct selling depends on the nature of the product, the needs of consumers and the stages in the process of buying and selling products and services. Participating in direct selling activities are not only direct salespeople but can also include many people in the business such as service order takers, cashiers, etc.

Personal selling must be integrated into the communications mix so that it can be supported by advertising and PR in creating awareness, knowledge, and interest in organizations. Today, direct selling must not only meet sales targets but also secure future potential transactions to generate sales. The focus is on customer retention, relationship building, and sales management rather than just one-off transactions. The rapid development of information technology is certainly changing the role of direct selling in the 21st century, especially in selling travel programs to organizations, and will undermine the traditional role of retail distributors in

tourism industry. However, it will not greatly affect the special role of direct sales staff in the service delivery process, which is characteristic of the tourism industry.

1.2.3.5.People

The human factor plays an important role in service marketing in general and tourism marketing in particular. It can be said that the success of a tourism business depends largely on the recruitment, training, coaching, motivation and management of people in the business. The human factor plays different roles in influencing the tasks of marketing and communicating with customers. Researchers have classified this impact into four groups:

 The first group has the role of regular contact with customers, they are sales people or customer service people and as such, they have a close relationship with marketing activities. Therefore, they must be trained and motivated to serve customers well on a daily basis.

 The second group is people in positions that are not related to high-level marketing activities, but they also regularly come into contact with customers, creating relationships between businesses and customers.

 The third group is professional marketers, who are those who implement marketing strategies and plans in different roles and functions. These people are often trained to have in-depth knowledge of marketing.

 The fourth group is those who perform various tasks in the business. They do not directly contact customers or perform marketing tasks but they have a direct impact on the business's activities. These people need to be trained to understand the importance and role of internal and external marketing as well as understand the business's marketing plan to contribute to improving the quality of customer service.

With such important impacts, we see that people are an important factor in the marketing-mix activities of travel businesses and are considered as a separate factor. Successful businesses often create a marketing orientation for the whole business and a correct human policy. 1.2.3.6. Service provision process - Processing

In the tourism service industry, the process of providing and consuming services occurs simultaneously and customers must directly participate in the process of creating services. Customers are not only interested in the results of tourism services but also interested in the process of providing them. This process has a strong impact on customer psychology.

Because of the simultaneous nature of service provision, the quality of tourism products must be ensured through a clear and careful supply process, eliminating errors from both sides. Tourism enterprises need to plan clearly and in detail each step of their tourism programs. The tourism service process includes a set of operating systems with mutual impacts between factors, linear impacts between stages and steps of the system in close relationship with regulations, rules, schedules and operating mechanisms.

1.2.3.7.Service environment - Physical Environment

This is the 7th P in the marketing mix strategy, a part of the marketing strategy. The physical environment of a tourism service provider is where the service is created, where customers and service providers communicate, plus the tangible elements used to support the role of the service. Because tourism products have the characteristic of "invisible" services, in tourism business, managers must always try to provide supporting facilities, reduce the invisibility of the service, and increase customer trust. That is why tourism companies always try to invest in the company's facilities such as hotels, offices, employee uniforms, technology used in the working process, etc. to increase the impression of the company's reputation, prestige and position.

1.3. Overview of competition 1.3.1.What is competition?

Why are some countries highly competitive, while others fail to compete, and why do some businesses succeed while others do not? These are questions that many country and business leaders often ask in today's market economy. Competition has become the most concerned issue of national and business leaders.

How is the concept of competition defined most appropriately and accurately in today's economy? Up to now, there has not been a concept of competition proposed by any organization or individual that has been widely accepted by everyone. The main reason is that this term is used to evaluate many businesses or countries. But the basic goals are set differently depending on the consideration from the perspective of each business or each country.

According to the economic dictionary of Hanoi Truth Publishing House, " Competition is the struggle between private producers of goods to gain more favorable production and consumption conditions " or " Competition is the struggle to gain a consumer market, source of raw materials, and favorable investment areas to gain a dominant position in a certain industry, in the national economy or in the world economic system" .