+ Regarding partnerships: The company has relationships with many partners, travel agencies and hotels in and outside the country, but the company has not really turned them into its traditional customers.
CHAPTER 3
SOME SOLUTIONS TO PROMOTE INTERNATIONAL TOURIST ATTRACTION AT AN BINH TOURISM COMPANY LIMITED
3.1 Mission orientation of An Binh Tourism Company Limited in the coming time
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Based on the direction and tasks of the tourism industry and the achievements the company has achieved in the past year, and at the same time assessing the situation in the coming year, the direction and tasks of the Company are to promote the exploitation of international tourists, Vietnamese people traveling abroad and domestic tourists. Improve service quality to maintain the reputation and brand of the Company, improve the organizational structure on the basis of clearly defining the responsibilities of the person in charge, increase the staff, avoid staff shortages, continue to train and develop staff, strengthen financial management to contribute to increasing business efficiency, increasing revenue for the budget and improving the lives of officers and employees in the Company.
The goal is to increase the main production and business indicators next year by 5-10% compared to last year.
3.2 Propose some solutions to attract international tourists at An Binh Tourism Company Limited
3.2.1 Promote international tourist market research activities
In today's fierce and fierce competition, market research, segmentation, and understanding of target customers are indispensable steps in the process of maintaining and expanding the international tourist market. A good tourism program must meet the expectations of tourists. To know what customers "need", you must know their tastes. Research
rescuing target customers, providing products that exceed tourists' expectations, means that we have succeeded in improving the quality of tourist services. Finally, in each specific stage, and based on the actual capabilities of the Company, we must propose the most suitable and feasible market segments. From there, select and specify the Marketing strategy on the selected market segments. After studying the movement trends of the international tourist market and the actual situation of the Company, if we want to expand the international tourist market, the Company should focus its Marketing efforts on the following three basic market segments:
Retired customer market segment Business customer market segment Visitor market segment
Retired tourist market segment: This is a group with high spending power, large free time fund, pure travel purpose (part of these tourists are veterans who want to return to Vietnam). Therefore, to attract this group of tourists, the tourism program needs to ensure: tourists have direct contact with Vietnamese culture, customs, and practices, good quality tourism program, and the highest quality of tour guide service.
Business travel market segment: Has high payment capacity but limited free time, the purpose of travel is to combine with finding business opportunities. Therefore, the travel program that the Company provides needs to meet: Tourist routes are often economic and commercial centers of Vietnam, short-term travel programs, high service quality, combined with adding new sightseeing spots to the program to avoid boredom for tourists.
Market segment for visiting relatives: Tourism products imbued with Vietnamese national identity, high quality services, and tour guides. In addition to organizing available programs, the Company will organize programs according to tourists' requests. All are aimed at attracting overseas Vietnamese to return to old memories and witness the changes in their homeland and country.
3.2.2 Better application of Marketing Mix policies
3.2.2.1 Diversify and improve the quality of products and services
Products are the decisive factor for the success or failure of a business. Choosing to build the right product policy will positively affect the success of the tourism program as well as the image and reputation of the Company with customers. Therefore, to attract more international tourists to the Company, it is necessary to focus on developing tourism products in the following directions:
Completing and enriching traditional programs
Through the comments of the tourists who directly participated in the Company's programs to adjust the programs to be more and more suitable to the changing interests of tourists. However, the Company needs to put the implementation program in the relationship between the needs of tourists and the experience of the tour operators. A successful tour, leaving a deep impression on tourists is a trip that crystallizes the experience and scientific knowledge of the tour operators with the practical needs of tourists. Specifically: today, tourists' travel preferences are eco-tourism and community tourism, mountain climbing, so the old programs have many routes and visiting times in big cities such as Hanoi, Hai Phong, Ho Chi Minh City, now the program will reduce the stopping time there and increase the time at destinations close to
nature or increase the time spent in tourist destinations that retain many unique historical and cultural values such as Hue and Hoi An with the aim of helping tourists enjoy new things, immerse themselves in nature, and see the rich cultural identity of the Vietnamese people.
Building new tourism program
Increase investment in designing and building unique and attractive programs that are specific to Vietnam. As early as 2009, the Company needs to have a plan to build a tourism program associated with the event: the anniversary of "1000 years of Thang Long - Dong Do - Hanoi" in 2010 and have a plan to widely promote to attract customers.
Second, to create new tourism programs, company staff need to have trips to survey tourist destinations, learn about traditional cultural features of the nation, agree with local residents to organize festivals for tourists to enjoy, work with local authorities to manage and ensure the safety of tourists. It is necessary to conduct experimental programs and invite customers who send customers to the Company to participate, creating conditions for them to survey the conditions of technical facilities and infrastructure at tourist destinations. To make the companies that send customers feel secure, understand more about the quality of the Company's products, and from there, they will advertise themselves to tourists in their own countries... At that time, the expectations of tourist customers about product quality will be closer to the expectations of the Company and of course, satisfying the requirements of tourists will be easier.
Improve program service quality
To create a unique and distinctive impression for the Company to expand the international tourist market, it is necessary to have measures to increasingly improve the quality of services and types of services in the program provided to customers. The human factor is part of the service product, the service quality of the staff
has a decisive nature on the quality of services. Package travel programs are a synthesis of many individual services. Therefore, in the process of improving the quality of tourism services, it is also necessary to improve the quality of the staff, by focusing on recruitment from the beginning, then annually training more knowledge and expertise in all aspects. The quality of package travel programs also depends a lot on the quality of the services of the supplier. Before purchasing the services of the supplier, it is necessary to evaluate and check those services. In order for the evaluation and checking process to achieve good results, the company should set its own standards for the service providers in the program.
In short, improving product quality and service variety is an extremely important factor in the company's business operations. This can be considered the most effective advertisement in the strategy of increasingly expanding the international tourist market in Vietnam.
3.2.2.2 Pricing policy
Reasonable price policy is the decisive factor for the success of the tourism program. Especially in the current fiercely competitive environment, the price corresponding to the quality of service is a good condition to help the company create its own customer market.
The price of a tour program depends a lot on factors such as: the number of tourist attractions in the program, the services provided to tourists, the time of the tour... As a newly established company, thanks to the leadership team who have worked in the industry for many years, have a lot of experience and capacity, creating for the company a wide and reputable relationship with suppliers.
As a young company, it is necessary to apply a low price policy, differentiated prices for new tourism programs or at low tourist times to attract customers to the company while still ensuring the quality of the tourism program; apply preferential price policies for customers in the company's 3 target market segments; customers traveling in large numbers...
To do this, the company needs to actively negotiate with domestic suppliers to reduce prices for some services such as: Accommodation, food, transportation... to offer at low prices, creating competitiveness to attract customers. To create this, the company needs to have long-term, loyal joint ventures and partnerships with reputable and quality suppliers.
The company should have promotional campaigns in necessary cases to overcome the risk of losing customers. For example, if a group of guests includes a married couple and their children, the company will consider the age of the children and will exempt them from all or half of the cost according to the company's regulations. Or if the group is large and buys a long-term tour program from the company, the company will organize a puppet show or a free walk around town for them. Timely promotional measures will stimulate consumer spending.
The company reduces the profit percentage and offers reasonable prices. This is an option that does not bring immediate economic efficiency but will be compensated appropriately in the future. In fact, reducing the profit on a tour, the number of tours sold increases, leading to the total profit target still being able to increase while the reputation and image of the company are further affirmed in the market.
3.2.2.3 Distribution policy
Distribution policy plays an important role in creating business efficiency of the company through stimulating consumption of the company's products. In fact,
Most of the company's travel programs are sold through two channels: international travel agencies and retail to tourists. Therefore, to improve the effectiveness of the distribution policy, the following measures should be used:
Establish relationships with international travel agencies through tourism fairs, seminars, conferences, etc.
Strengthen relationships with travel agencies that the Company has been working with by organizing survey tours, learning about tourism, and organizing customer conferences of the Company.
Thus, the Marketing – Mix strategy focuses on three market segments: Retirees, business travelers and visitors… has outlined the company’s orientation in maintaining and increasingly expanding the international tourist market. However, to successfully apply this strategy requires not only the efforts of the company’s staff, but more importantly, the attention of the Party and the State, and the coordination among relevant departments.
3.2.2.4 Strengthening advertising and propaganda work
After building a new tourism program, the first thing for businesses is to somehow inform customers accurately and promptly about the tourism program to attract more customers to participate and consume the company's products. To do so, the company needs to take measures such as: Distributing documents about the tourism program such as leaflets, brochures, thin books... highlighting the special attractive aspects of the program through international travel agencies with which the company has relationships, tourists who have been to Vietnam or agencies with many foreigners working so that they can pass information to each other. Regularly participating in domestic and foreign fairs.