ix
2.3.3.6 Facilities: 94
2.3.3.7 Process: 95
2.4 Evaluation of hotel marketing activities: 96
2.4.1 About product strategy: 96
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2.4.2 About pricing strategy 96
2.4.3 About distribution strategy: 97
2.4.4 About promotion strategy 97
2.4.5 On human strategy: 98
2.5 Research model: 99
2.5.1 Proposed research model: 99
2.5.2 Research hypotheses: 99
2.6 Research method: 99
2.6.1 Qualitative research: 99
2.6.2 Quantitative research: 99
2.6.3 Design of 100 scale
2.6.4 Research data: 102
2.6.4.1 Research sample: 102
2.6.4.2 Method of collecting and processing research data: 102
2.7 Analysis of results 105
2.7.1 Descriptive statistics 105
2.7.1.1 Descriptive statistics of survey sample: 105
2.7.1.2 Descriptive statistics of research variables: 108
2.7.2 Research model validation: 110
2.7.2.1 Cronbach's Alpha test: 110
2.7.2.2 Exploratory factor analysis EFA: 112
2.7.3 Correlation coefficient analysis: 115
2.7.4 Multiple regression analysis: 116
2.7.5 Conclusion: 121
CHAPTER 2 SUMMARY 121
CHAPTER 3: SOME MARKETING – MIX SOLUTIONS TO ATTRACT CUSTOMERS TO USE THE SERVICES OF THE F&B DEPARTMENT AT CONTINENTAL SAIGON HOTEL 123
3.1 The basis for providing Marketing – Mix solutions to attract customers
Travel to Continental Saigon Hotel 123
3.1.1 Tourism development orientation of Vietnam's tourism industry 123
a) Developing the tourist market 123
b) Tourism product development 123
3.1.2 Development direction of Continental Saigon Hotel 123
3.2 Some Marketing - Mix solutions to attract customers to use the service
F&B department at Continental Saigon 125 Hotel
3.2.1 Market research and target market selection 125
3.2.2 Some Marketing - Mix solutions to attract tourists 128
3.2.2.1 Product strategy 128
3.2.2.2 Pricing Strategy 131
3.2.2.3 Distribution strategy 133
3.2.2.4 Promotion strategy 134
3.2.2.5 Human strategy 137
3.2.2.6 Facilities 138
3.3.1 Some recommendations 139
3.3.3.1 For the Board of Directors of Hotel 139
3.3.3.2 For Sales – Marketing department 140
CHAPTER 3 SUMMARY 140
CONCLUSION 141
REFERENCES 142
APPENDIX 1
LIST OF ABBREVIATIONS
TP. HCM: Ho Chi Minh City. F&B: Food and Beverage.
BC: Before Christ.
LIST OF TABLES
Table 2.1: Employee distribution among departments 52
Table 2.2: Table describing room types of Continental Saigon Hotel 53
Table 2.3: Business performance results of Continental Saigon Hotel from 2012 to 2016 58
Table 2.4: Comparison table of increase and decrease in business results over the years 58
Table 2.5: Characteristics of tourists by age 67
Table 2.6: Room rates for individual guests 87
Table 2.7: Research model on factors affecting Marketing - Mix 99
Table 2.8: Scale of factors affecting competitiveness 100
Table 2.9: Description of qualitative variables – Gender 105
Table 2.10: Description of qualitative variables – Age 106
Table 2.11: Description of qualitative variables – Level 107
Table 2.12: Values of variables in model 108
Table 2.13: Summary table of Cronbach's Alpha results 111
Table 2.14: KMO and Bartlett's Test 112
Table 2.15: Exploratory factor analysis EFA 113
Table 2.16: KMO and Bartlett Test for Marketing–Mix to Attract Customers 113
Table 2.17: Total variance explained 114
Table 2.18: Factor matrix of dependent variable 114
Table 2.19: Correlation coefficient analysis 115
Table 2.20: Regression model of Beta coefficient 116
Table 2.21: Assessment of the suitability of the regression model 118
Table 2. 22 ANOVA model suitability test table 118
LIST OF DIAGRAMS
Diagram 1.1: Basic elements of hotel service products 7
Figure 1.2: Marketing mix indicators 22
Diagram 1.3: M.Porter's 5-factor competitive model 28
Diagram 2.1: Human resource organization structure of Continental Saigon Hotel 44
Diagram 2.2: Breakfast buffet service process at the Continental Palace restaurant of the department
F&B department at Continental Saigon 64 Hotel
Figure 2.3: 5 competitive forces model 73
Diagram 3.1: Motivational structure for employees 140
xv
PHOTO LIST
Image 1.1: Continental Saigon Hotel Logo 41
LIST OF CHARTS
Chart 2.1: Chart showing the structure of guests by nationality 79
Chart 2.2: Chart of customer structure in 2014 80
Chart 2.3: Gender 105
Chart 2.4: Age 106
Chart 2.5: Occupation 107
Chart 2.6: Histogram 120