country in general and of Vietnam Tourism and Sports Company in particular. The company directly participates in the tourism market and has very effective business directions. The company's business direction in the current period is to invest in modern technical facilities and equipment, perfect the management system and staff, create new products to meet the increasing and diverse needs of tourists. In addition, the company also increases promotion to attract more and more customers and create increasingly close and friendly cooperative relationships with partners.
In the current competitive trend, creating new products and improving product quality to attract customers is a top priority. Therefore, the company always explores and researches destinations, especially destinations in Southeast Asian countries because this is one of the most popular destinations and customers are very interested in creating new, attractive and unique products.
The company always strives to continuously improve its reputation and position in the Hanoi market. The company increasingly strengthens the management of product quality, especially package tours, to contribute significantly to the implementation of the set goals.
In addition, the Company increasingly promotes joint ventures and cooperation with potential foreign partners and organizations in the Company's target markets to cooperate, exchange and learn experiences in organization, management and operation, develop and grasp customer tastes as well as develop the Company's business efficiency.
3.1.2 Company's goals in the coming time
Table 5: Targets for developing the market of Vietnamese tourists traveling to Thailand - Malaysia - Singapore
STT
Target | Quantity | |
1 | Number of visitors (visitors) | 1459 |
2 | Number of guest days (guest days) | 8754 |
3 | Revenue (billion VND) | 14,112 |
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Conditions for Having a Market of Domestic and International Tourists to Visit, Travel, and Research Will Attract Many Visitors.
(Source: Vietnam Tourism and Sports Company)
For the Southeast Asia outbound program, it is necessary to strive and further improve the indicators on the number of guests. To achieve this, the company has measures to promote and attract guests, prepare all conditions to be ready to welcome guests. At the same time, improve the quality of service to stabilize the source of guests in traditional markets and expand to other markets. The company will focus on all necessary conditions, especially the staff in charge of the Southeast Asia outbound segment, to build a travel program that satisfies customers' wishes. The company strengthens the good relationship with partner travel companies to implement the most complete and successful travel program to satisfy customers' feelings.
3.2 Some solutions to improve the quality of outbound tours to Southeast Asia (Thailand, Malaysia, Singapore) at the company.
The quality of the tour program is considered the decisive factor for the success or failure of the company. Especially the tour programs to Thailand, Malaysia, Singapore are currently very interested by customers. Therefore, providing solutions to maintain and improve the quality of tour programs in general and Southeast Asia outbound tours in particular is always the top priority of the leaders and the task of all employees in the company. To improve the quality, there must be synchronous solutions, but the solution to overcome all factors affecting the quality of the program
Through the internship and research at Vietnam Tourism and Sports Company, I have realized the importance of improving the quality of tourism programs, especially programs to Southeast Asian countries. In my opinion, the company has a relatively good product quality that meets the needs of tourists. However, there are also some difficulties in the process of managing the quality of the company's outbound programs. Due to limited knowledge, I can only provide some solutions for reference to help the company improve the quality of outbound programs.
3.2.1 Promote market research activities
Sing:
- Research tourism demand to understand the needs of tourists to Thailand, Malaysia,
From the consumer perspective, the quality of a tourism program is the response and satisfaction.
satisfy the needs and exceed the expectations of the business's target customers. Therefore, the important issue raised in the quality management of tourism programs is to know what customers need and expect when buying and consuming tourism programs. For Southeast Asia outbound programs, the company needs to strengthen the research of tourist needs to satisfy the highest expectations of customers because this is one of the best-selling programs and is of interest to customers. To conduct this tourism demand research, in addition to the activities that the company has implemented, the company needs to pay more attention to this issue. To do that, the company needs to:
+ The company should invest more in direct customer outreach. Specifically, the company should have meetings and discussions with its regular customers to learn about their new travel needs for Southeast Asia outbound tours. The company should call and distribute customer surveys to collect information such as: when traveling to Thailand, Malaysia, Singapore, which programs are customers most interested in, and what form of travel do they want to take.
+ Learn about the characteristics of tourists in terms of age, gender, income, culture, awareness, psychology, interests, customs, etc.
+ Evaluate product image by visualizing customer perception of the company's Southeast Asia outbound program.
To do the above work well, the company needs to have a team of dynamic and enthusiastic employees, and the leader and program designer must have good thinking and ability.
- Researching tourism supply : The company needs to create more conditions for managers to conduct field surveys in Thailand, Malaysia, and Singapore, not just limit themselves to searching online and taking advantage of leading tours to survey new programs. Therefore, to create conditions for managers to conduct field surveys accurately and effectively, the company needs to increase funding for activities.
Researching tourism supply. Especially at the present time when travel companies are competing fiercely, effective research to bring good quality and attractive programs is extremely important.
3.2.2 Complete the schedule building plan
For Southeast Asia outbound programs, the company has built many programs that are suitable for the payment conditions and needs of each customer. In the programs designed by the company, there are suitable time plans and attractive destinations so that tourists do not feel bored. However, it is still inevitable that there is overlap in destinations and activities during the trip, making it difficult for customers to choose a suitable tour program. Therefore, the company should choose ideas to build some key and typical tour programs in Southeast Asian countries, especially in tours to Thailand, Malaysia, and Singapore, the company cannot lack a shopping program for tourists.
The routes in Southeast Asia outbound programs depend heavily on partners such as travel agencies in Thailand, Malaysia, and Singapore, so the programs lack the appropriateness and unique appeal that is different from those of competitors, especially in the current fierce competition. Therefore, when building routes for Southeast Asia outbound tours, companies need to pay attention to:
- Based on the travel programs sent by travel agencies in Thailand, Malaysia, Singapore, the company "adjusts" the elements that make up a suitable product. Tours to Thailand need to increase cultural elements such as visiting more temples, villages, and cultural areas. Tours to Malaysia need to increase shopping activities at large centers...
- A tour needs to be designed so that the closer to the end of the program, the more impressed and surprised tourists will be.
- Minimize repeating routes in the same tour
- For detailed program design work, it is necessary to follow 9 steps: Idea generation - preliminary selection - initial research - feasibility consideration - field survey - itinerary creation - contract with service providers - program testing.
- The customers coming to the company are not the same, so their needs for food and accommodation are also different. Therefore, when designing detailed programs, it is necessary to design many different levels of service quality to meet the diverse needs of customers. For tours to Thailand, Malaysia, and Singapore, in addition to designing for customers to stay in 3-star hotels, the company should
Design additional programs for guests staying at 4 or 5 star hotels. At the same time, try to exploit additional services to maximize the payment ability of guests.
3.2.3 Perfecting product policy
The tourism products of Vietnam Tourism and Sports Company are mainly package tours that the company builds and organizes to serve tourists. For the Southeast Asia outbound program, in order to attract more and more customers and improve competitiveness with other travel companies, the company needs to pay attention to the following issues:
- Develop additional accompanying services to complement the company's existing products.
The development of these additional services is based on research on the psychology, needs, and consumption habits of Vietnamese people. These by-products can be additional services, customer care to make them more satisfied:
+ The convenience of ordering programs, having customer addresses via email and sending letters to them regularly during holidays, New Year, International Labor Day, National Day, which are the times when they have the most free time.
+ Organize birthday parties for group members if the birthday is on the itinerary
+ Give souvenirs and comments to the company, free services of taking souvenir photos, luggage services
- Research the psychological characteristics of tourists when purchasing Southeast Asia outbound programs to build suitable travel programs to ensure the best service for tourists and bring the highest satisfaction to customers.
- It is necessary to clearly identify the main characteristics of the tourism program to be built in order to know how to adjust the product components in the most appropriate way. So that a tourism program is built towards the end of the program, it will be more impressive, surprising, interesting and profound, the program to attract pure tourists is different from the program to attract business guests. For example, business guests have a higher spending ability, so they require higher service quality and the programs must be convenient for their work.
Currently, the trend of tourists traveling to Thailand - Malaysia - Singapore is very high. For this type of customer, the company should offer package tours with a duration of 6 - 7 days. Each tour program needs to highlight the unique cultural features, characteristics, and highlights of the destination.
If the tourism product is no longer suitable for current tourist consumption trends, the company should cancel or redesign it. The company should build a new and truly unique program that other companies do not have.
In addition to the pre-built tour programs to provide to customers, the company also bases on the customers' requests to build tour programs according to their requests. Although this has the disadvantage of being very expensive, it satisfies the highest needs of customers.
- There needs to be a combination of the company's two current travel programs, which are package programs and optional programs. When combining these two types of programs, it will create more diversity and appeal, and create a longer travel program to increase the company's revenue.
- Need to build tourism programs with the theme of shopping and visiting
etc.
- Research the life cycle of outbound tourism products to have
measures to extend the life cycle of these products and have appropriate marketing policies to enhance the competitiveness of the branch.
3.2.4. Improve program service quality
3.2.4.1. Establish and maintain relationships with service providers in Thailand, Malaysia, Singapore.
When building and implementing Southeast Asia outbound programs, the company cannot operate independently but must rely on many relationships to be able to complete its work well, which are relationships with partners who are travel companies in Thailand, Malaysia, Singapore, the work is mainly entrusted entirely to these travel companies. Therefore, the company will not be able to be sure that the reception capacity of the destination always meets the company's requirements. Therefore, to ensure the quality of these outbound programs, the company needs to take the following measures:
- Build and develop increasingly better relationships with travel agencies receiving guests in Thailand (Donna Travel; Thong Thai Travel; 333 Tours); Malaysia; Singapore (LC Travel; Bestlink Travel). Regularly organize meetings between the company's leadership and travel agencies in Thailand, Malaysia, Singapore. To reach agreements on the quality of the tour program to ensure the company's reputation.
- Regularly check the ability to provide tourism services of travel agencies in Thailand, Malaysia, Singapore to select the companies that provide the best quality and eliminate those that provide poor quality, do not comply with the contract or have a reduced reputation. In addition, it is necessary to regularly seek other partners for comparison and be proactive in organizing and managing tourism programs.
3.2.4.2. Improve the service quality of the company's staff
The quality of tourism products depends largely on technical facilities. This is an important factor contributing to the success of tourism quality. This is the "hard" part that creates tourism products and its quality. The remaining part, the "soft" part that is decisive is people. Because the quality of tourism services includes aspects of tangible characteristics, reliability, assurance, responsibility and understanding, so to improve the quality of tourism programs, we must first improve the quality of those who design and implement it. To do this, the company needs to take the following measures:
- Must select a team of staff with good professional qualifications to meet the job requirements. Implement good selection processes to select people with tourism expertise, good health and good foreign language skills. However, attention must be paid to communication skills. The selected staff must be patient, dedicated, honest, passionate about their job and enthusiastic so that they can meet the job requirements.
- Travel business activities are developing at a very fast pace. Changes in the application of science and technology in operations, new customer streams appear. Therefore, the company must conduct training and retraining for employees.