Marketing solutions to increase customer perceived value at Van Thanh tourist area

LIST OF IMAGES

Figure 2.1: Proposed research model 29

Figure 2.2: Research process 31

Figure 2.3: Formal research model. 44

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Figure 3.1: Management organization 54

INTRODUCTION

1. The necessity of the research topic

The country is in the stage of integration and development, the needs of the people are increasing, including the needs for food, rest and entertainment have also increased significantly in recent times. Therefore, the needs of customers are increasingly diverse, they have high demands on service quality, on the perceived value of customers for products and services...

One of the most prestigious and long-standing brands in the tourism industry today is Saigontourist, with a system of tours as well as other accompanying services such as tourist areas, hotels, restaurants... to meet most of the needs of customers today. Van Thanh Tourist Area under Binh Quoi Tourist Village is one of the typical member units under Saigontourist, leading in the business of food, entertainment, sports, especially organizing cultural and culinary events of a festive nature to serve the needs of domestic and international tourists. Currently, Van Thanh Tourist Area is known as a famous place for eating, entertainment and enjoying folk culinary culture in Ho Chi Minh City with programs imbued with national identity and folk culture. Van Thanh Tourist Area always has a plan to develop business activities in general, marketing activities in particular to increase the perceived value of customers as well as promote the brand of Van Thanh Tourist Area. To achieve these positive results, Van Thanh tourist area has implemented many marketing activities to attract customers.

In addition, the customer-oriented marketing perspective states that all the existence and development of companies must satisfy customers, thereby creating customer loyalty. Therefore, the tourist area needs to study the customer's perceived value of the product and service value of the tourist area to attract customers and create customer loyalty. All business activities of Van Thanh tourist area are customer-oriented, always considering customers as the most important factor.

The customer is the focus. Therefore, with the above situation, facing the increasing demand for types of tourism, dining, and entertainment services today and always wanting to bring customers the highest perceived value to create customer satisfaction in the best way, the author has chosen the topic "Marketing solutions to increase customer perceived value at Van Thanh tourist area". The purpose is to study the perceived value of customers at Van Thanh tourist area, from the current marketing activities of the tourist area, the organization method, the scale of the tourist area, thereby proposing marketing solutions to increase the perceived value of customers for the tourist area.

2. Research objectives

 Research factors and measure customer perceived value at Van Thanh tourist area.

 Analysis of the current status of marketing policy at Van Thanh tourist area.

 Propose marketing solutions to increase customer perceived value at Van Thanh tourist area.

3. Scope and objects of research

3.1. Scope of research

 The thesis is limited to the scope of research at Van Thanh tourist area, Ho Chi Minh City.

 Marketing solutions to increase customer perceived value.

3.2. Research subjects

 Marketing solutions to increase customer perceived value at Van Thanh tourist area.

 The thesis only focuses on surveying domestic customers who have visited Van Thanh tourist area.

4. Research methods

The thesis uses a mixed research approach with qualitative and quantitative methods. The main purpose of the topic is to propose marketing solutions to increase the perceived value of customers at Van Thanh tourist area. To achieve this goal, the author relies on the analysis of factors measuring perceived value.

Customer perception, current status of marketing activities to create customer perceived value at Van Thanh tourist area to propose solutions.

 Qualitative method: through expert discussion techniques, discuss the interview questionnaire, then adjust the interview questionnaire to serve quantitative research.

 Quantitative method: through survey questionnaires to collect, analyze survey data, estimate, and verify customer perceived value scales as the basis for proposed solutions.

 Research information:

 Secondary information is collected at Van Thanh tourist area; tourism department; Ho Chi Minh City tourism; magazines, books, specialized newspapers, internet...

 Primary information through a survey of actual customers who have visited Van Thanh tourist area using an interview questionnaire, with a sample size of 350 samples.

 Data processing method:

 Data collected in the study was processed using SPSS through the following steps: scale testing, descriptive statistics, and regression analysis.

 The above research results will support the process of proposing marketing solutions for Van Thanh tourist area through theory and marketing tools.

5. Scientific and practical significance of the thesis

Research on customer perceived value plays an important role in developing marketing activities at Van Thanh tourist area. From this research, Van Thanh tourist area grasps the tastes and needs of customers through the survey results of factors that create customer perceived value.

Provide Van Thanh tourist area with a source of reference materials and marketing solutions to increase customer perceived value.

6. Thesis layout

Chapter 1: Theoretical basis of marketing strategy

Chapter 2: Measuring the factors that make up the perceived value of customers at Van Thanh tourist area

Chapter 3: Analysis of the current status of customer perceived value and analysis of the current status of marketing activities to create customer perceived value at Van Thanh tourist area

Chapter 4: Marketing solutions to increase customer perceived value at Van Thanh tourist area

CHAPTER 1

THEORETICAL BASIS OF MARKETING STRATEGY

1.1. Concept of tourism, tourism products and the role of tourism in the socio-economy

1.1.1. Concept of tourism

Nowadays, tourism has truly become a popular socio-economic phenomenon not only in developed countries but also in developing countries including Vietnam. However, up to now, the perception of tourism content is still not unified due to different circumstances of socio-economic conditions, time and space, and also due to different research perspectives, so each science, each person has a different understanding of tourism.

According to the World Tourism Organization (2009), quoted in Nguyen Van Manh et al. (2009), tourism includes all activities of people traveling, staying temporarily, for the purpose of sightseeing, exploring and learning, experiencing or for the purpose of resting, entertaining, relaxing, as well as for the purpose of practicing their profession and other purposes, in a continuous period but not exceeding one year, outside the settled living environment; but excluding trips whose main purpose is to earn money. Tourism is also a form of active rest in a living environment that is completely different from the settled place.

According to the Vietnam Tourism Law (2005), in Chapter I, Article 4: "Tourism is activities related to human trips outside their regular place of residence to meet the needs of sightseeing, learning, entertainment, and relaxation within a certain period of time".

So in general, the concept of tourism is a socio-economic phenomenon, a set of rich and diverse business activities to serve the journeys, temporary stays and other needs of individuals or groups when they are outside their usual place of residence.

1.1.2. Tourists

There are different understandings of tourists from different perspectives.

Tourists are visitors who stay in a country or region other than their usual place of residence for more than 24 hours and stay overnight there for the purpose of relaxation, sightseeing, visiting family, attending conferences, etc.

According to the Vietnam Tourism Law (1999), in Chapter I, Article 10: “Tourists are people who travel or combine travel, except for those who go to study, work or practice a profession to receive income at the destination”.

Tourists include domestic tourists and international tourists.

Domestic tourists:

According to Vietnam's tourism law, domestic tourists are Vietnamese citizens and foreigners residing in Vietnam traveling within Vietnam's territory.

International tourists:

International tourists are people who are on their way to visit one or more countries other than the country in which they usually reside. The purpose of the trip is to visit, visit, and rest for a period of three months, if more than three months, they must be allowed to extend. They are not allowed to do anything for remuneration in the country of destination at the will of the tourist or at the request of the host country. After finishing the visit or stay, they must leave the country visited to return to their country of permanent residence or go to another country.

1.1.3. Tourism businesses

According to the Law on Tourism of Vietnam (1999), in Chapter I, Article 10, tourism business is the implementation of one, some or all stages of the tourism activity process or the implementation of tourism services on the market for the purpose of profit.

Tourism enterprises are a 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.

1.1.4. Tourism market

Tourism market concept

Approaching tourism marketing, in a broad sense, the tourism market is a set of current and potential buyers and sellers of products. Buyers as creators of the tourism market and sellers as creators of the tourism industry. In a narrow sense (from the perspective of the tourism business), the tourism market is a group of buyers whose needs and desires for a specific tourism product or range of tourism products are met or not met.

Characteristics of the tourism market

Appeared later than the general commodity market.

In tourism consumption there is no movement of material goods, the value of tourism resources to the consumer's usual place of residence.

In the tourism market, supply and demand are mainly services. Goods account for a large proportion.

small.

Travel services are less present when buying and selling.

Participating in the exchange is also the participation of tourism objects - values.

of resources.

The buying and selling relationship takes place over a long period of time from purchase to consumption and post-consumption.

Warehousing, production and consumption cannot take place at the same time.

at the time.

High seasonality, high risk perception…