Marketing solutions to attract international visitors to An Giang Tourism Joint Stock Company - 1

Chapter 2 : Business situation and Marketing solutions of An Giang Tourism Joint Stock Company

Chapter 3 : Perfecting Marketing solutions to increase international tourist attraction to the company.

Chapter 1

GENERAL THEORETICAL BASIS OF MARKETING SOLUTIONS

1.1 Basic concepts

1.1.1. Tourism and tourists

1.1.1.1. Travel.

There are many different concepts of tourism:

 According to the International Union of Official Travel Organizations (IUOTO), “Tourism is understood as the act of traveling to a place other than one's usual place of residence for purposes other than business, that is, not to do a job or earn a living,…”.

From the perspective of changing the space of tourists: “Tourism is a form of temporary movement from one region to another, from one country to another without changing the place of residence or place of work”. This definition goes deep into the concept of tourism activities in general.

 According to II Pirôgionic (1985), "Tourism is a form of leisure time activity of people related to temporary movement and stay outside the usual place of residence for the purpose of rest, medical treatment, physical and mental development, improvement of cultural awareness or sports accompanied by the consumption of natural, economic and cultural values".

1.1.1.2. Tourists.

According to the 2005 Vietnam Tourism Law, a tourist is defined as follows: A tourist is a person who travels for tourism or combines tourism, except in the case of going to study, work or practice a profession to receive income at the destination.

Tourists include domestic and international tourists.

- Domestic tourists are Vietnamese citizens and foreigners permanently residing in Vietnam traveling within the territory of Vietnam.

- International tourists are foreigners, Vietnamese people residing abroad who travel to Vietnam for tourism, Vietnamese citizens, foreigners permanently residing in Vietnam who travel abroad for tourism.

1.1.2. Tourism business.

Business is the purpose of making profit of business entities in the market. In addition, according to Article 3 of the Enterprise Law, "Business is the implementation of one or several stages of the investment process from production to consumption of products or provision of services in the market for the purpose of making profit"

Tourism: According to Article 10, Section 1 of the Tourism Ordinance, "Tourism is a human activity outside of one's regular residence to satisfy the needs of sightseeing, entertainment, and relaxation within a certain period of time."

Tourism business is the implementation of one, some or all stages of the tourism operation process or the implementation of tourism services on the market for the purpose of making a profit (Article 10, Section 7 of the Tourism Ordinance).

Tourism enterprises are an open system closely related to the business environment. Each enterprise is a cell in the system of social division of labor in general and the tourism industry in particular. Tourism enterprises are a supplier in the tourism market, and at the same time a consumer.

A travel agency is a type of business that provides package tours to tourists. In addition, a travel agency can also conduct intermediary activities, sell products from travel suppliers or carry out other general business activities, ensuring that the travel needs of customers are met from the beginning to the end.

1.1.3. Tourism Marketing

According to the World Tourism Organization (UNWTO): Tourism marketing is a management process, through research, forecasting, and selection based on tourist needs, businesses can bring products to the market in a way that suits business purposes, bringing in high profits for that tourism organization.

1.1.4. Marketing orientation in tourism business

* Marketing orientation towards production and sales.

In this orientation, companies have a very strong introverted mentality, the whole world

their world

only

revolves around within the walls of his business.

The business focuses only on the types and quantities of products it will provide.

customers without knowing whether the product is suitable for their customers.

I don't. Suppliers believe that customers are primarily interested in

products are sold at low prices, so that the wishes and needs of potential customers are ignored. In theory, this method can be applied when overpasses

supply but in practice it is not applicable because this approach makes

Businesses are blind to market changes, which are vital to their survival.

* Customer-oriented marketing.

This method is aimed at the external goal, that is, paying attention to the needs and desires of customers. It finds out what demands and conditions will satisfy tourists and tries to meet them. According to this method, the needs of

Customers are put first and are the main basis for policy building.

business. Especially in the hotel and tourism business, the needs of tourists are very rich and diverse, always changing according to the season, age, lifestyle and income. Therefore, the Marketing policy also changes according to the above needs, leading to business activities will bring high results and the services produced will meet the maximum needs of customers when the Marketing policy investigates and researches to meet the desires of tourists.

However, it also needs to reveal some disadvantages as follows: If we only pay attention to customers without paying attention to other factors such as natural resources, local culture, population distribution characteristics, etc., it will certainly lead to failure and cause serious consequences for the environment, culture, customs, habits, etc. And to overcome these disadvantages, the approach

in the direction of social birth.

* Social marketing.

This is a method that combines the advantages of both of the above directions. It cares about the needs and desires of customers, natural resources, food sources, culture, and customs of the people, while not forgetting economic benefits. In short, this is a modern marketing direction that is full of

has all the best advantages and minimizes the disadvantages

most effective. It focuses on satisfying customer needs while also focusing on developing, protecting and preserving the country's heritage.

All of the above directions create a foundation for hotel and tourism businesses to establish a marketing policy to maximize their internal capabilities, combined with external advantages so that the production and business efficiency is the highest, while being suitable and meeting the maximum needs of desired customers.

1.1.5 Differences in tourism marketing

There are many definitions of tourism marketing, but in general the focus is

of effective marketing activities

is towards

consumers. Businesses

The hotel and tourism industry researches to find out what customers need and then provides products or services that can satisfy these needs.

According to WTO (World Tourism Organization): Hotel and tourism marketing is a series of methods and techniques supported by a special spirit and method to satisfy the unspoken needs of customers, which can be the purpose.

entertainment or other purposes.

- Tourism business is service-oriented. Therefore, service products are invaluable.

If it is a commodity product, we can examine, check, and test it to

We can judge whether the quality is good or not, but for the service we cannot do that, unless we experience it directly.

- A tangible product can be measured in terms of design details and materials that can be presented to the consumer. However, the services provided

provide a more abstract product. Attitude

of the employee cannot

quality assessment

quality of the product. However, this factor is also very important for customers to decide to buy a tour from that company. Therefore, it must be based on the experience of those who have used this service. When coming to a specific tourist destination, people do not sell the place to visit but sell the cultural values ​​and activities of the place.

The tour guide conveys knowledge and not just about entertainment.

- Tourism business is also considered as a unit of production of goods, which are service products. Products are created and transported through distribution channels, people can easily find and consume. But with tourism services, you have to go to the company to buy a tour, enjoy the services of guides, tourism products that can only be brought by this invisible service.

- However, this service has a difference in inconsistency. For example: a whole group of tourists travel with the same program, but some people are very satisfied with the service, tourism products... But some people are completely opposite.

- Short-term service accessibility. For goods you buy and use, it may be 1 or 2 years, you can return or exchange for other ones. But with this type of service, you can only use it for a few days or at most half a month and you cannot exchange it if you have used it.

- Dependence on additional services. Customers come to the company to buy a tour, but the service is not simply sightseeing, eating, staying... To make the program more diverse, the agents combine with airline ticket companies, shopping areas... to serve tourists.

- Service duplication is easy, tour programs can be copied by competitors as well as service style, marketing plans. Therefore, this issue needs to be kept confidential.

1.2. Marketing solutions to attract international tourists.

1.2.1. Identify target market and position goods and services

1.2.1.1. Market segmentation

Groups of customers within a large market who share common characteristics are called market segments.

Segmenting a business's market into smaller groups can help them develop a product or service that meets their customers' needs.

Market segmentation is often considered important because most products or services appeal to a small percentage of the population. The recreation market is a large market that includes many segments, such as the segment of outdoor enthusiasts, vacationers, etc. Targeting entertainment needs is not enough, otherwise the business will never meet the needs of the entire market.

Businesses can make decisions based on the information they collect about market segments. However, if the data is not analyzed correctly, the product may not meet customer needs, or the business may ignore a very important segment. This can be expensive for the business and can lead to lost profits.

1.2.1.2. Identify target market.

A target market is the individuals or companies that are interested in a particular product or service and are willing to pay for it.

 Identifying a target market helps a business reach the people it most wants to sell its products to. Target customers are the customers a business most wants to attract. A travel business wants to sell

Mid-priced tours will target middle-class families, expensive tours will target high-income earners.

and sell all kinds of tours

 To determine the target market for a business's products or services, the business will need to answer the following questions:

- Who is the customer? Individual or organization?

- If the customer is an individual? How old are they? How much do they earn per month? Where do they live? How do they spend their money and time?

- If the customer is a company, what are their industries? Where are those industries located?

- What needs and preferences will your product or service satisfy?

- How many potential customers live in the area where the company or business wants to operate?