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Solution to complete communication and promotion activities for Vietnam Tourism Joint Stock Company Vitours - 11


CHAPTER 3: SOLUTIONS TO IMPROVE PROMOTION COMMUNICATION ACTIVITIES AT VIETNAM TOURISM JOINT STOCK COMPANY VITOURS

3.1. BASIS FOR PROVIDING SOLUTIONS

3.1.1. Development prospects of the tourism service industry in the Vietnamese market.

Tourism industry and attractive career prospects for young people: With the characteristics of a country rich in tourism resources, the labor market of the "Smokeless Industry" in Vietnam has been growing very rapidly in recent years.

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From the outside, this is a pretty glamorous job because when you become a tour guide, you will be able to travel everywhere without having to spend money, have an attractive salary and especially always have a bright smile. Besides, the profession of Tour Guide (HDV.DL) is ranked in the Top of the professions with sustainable, long-standing development, promising in the future.

According to the Vietnam National Administration of Tourism, in recent years, the tourism industry has maintained a hot growth rate: total revenue from tourists in 2018 reached 400 trillion VND - an increase of 50% compared to 2014. The number of travel businesses has also increased steadily over the years, reaching 1,583 units as of June 2019; in addition, 15,998 tourist accommodation establishments have come into operation, serving a large number of domestic and foreign tourists. It is expected that in 2021, Vietnam will welcome 10 - 10.5 million international visitors and 47 - 48 million domestic tourists with a total of 580,000 accommodation rooms, creating 3,000,000 jobs. Tourism and travel management, hotel management, restaurant and food service management offer exciting career opportunities and a dynamic international working environment.

Solution to complete communication and promotion activities for Vietnam Tourism Joint Stock Company Vitours - 11

The tourism - hotel - restaurant service industry is growing at a rapid pace and offers many career opportunities as well as a dynamic working environment for young people. According to forecasts from economic and human resources experts, in the coming years, the demand for this industry in Vietnam will continue to increase along with the general development of the world and contribute more than 40% of GDP.

"Smokeless industry" is the unofficial name of the tourism industry which holds an important position in the global economy and Vietnam is also in the fund.


As a new destination with abundant natural and cultural resources and many hotels and resorts invested by foreign corporations, Vietnam's tourism industry has developed quite rapidly in the past decade and has the potential and prospects to go further. Along with the growth of the tourism industry, businesses in the service sector, including tourism, hotels, restaurants, and food services, are actively recruiting young and quality human resources.

The above figures show that the strength and potential of the Tourism/Restaurant/Hotel industry in Vietnam is currently extremely large, leading to a huge labor market with attractive average income, especially for dynamic young people.

Tourism industry and attractive career prospects for young people - 1 in the Tourism/Restaurant/Hotel industry group, there are many attractive careers such as Tour Guide, Restaurant Manager, Hotel Manager... with an average income of 10-12 million VND/month, or even higher for candidates with outstanding experience and ability.

Statistics from chamsoccongdong.com - the largest job/recruitment website in Vietnam - show that: currently there are 21,399 job postings and 42,777 job seekers in the Tourism/Restaurant/Hotel industry; in October 2018 alone, there were 1,451 new job postings. The attraction of the smokeless industry is undeniable. The question is, to be successful in this field, what factors are needed besides professional training? Having a talent for the profession.

The notion that tourism is only for beautiful people is extremely wrong. In tourism, people need people with “professional charm” more than beautiful people. Flexible, lively manners, a fresh, friendly face, expressive eyes, a helpful, caring attitude, solid knowledge, intelligent, skillful behavior... will destroy all the pressure of an appearance that is not really as desired.

3.1.2. Business strategy of Vietnam Tourism Joint Stock Company Vitours.

3.1.2.1. The Company's main objectives

Striving to build Vietnam Tourism Joint Stock Company Vitours to continuously develop in all aspects, becoming a large and prestigious brand in the field of domestic and international tourism business activities.


3.1.2.2. Medium and long-term development strategy:

In addition to the existing business lines, the Company continues to invest in developing other business lines based on calculating short-term investment efficiency as well as long-term investment efficiency in accordance with the Company's development strategy. For international and domestic travel business activities, focus on investing in creating new products that the market needs, along with promoting advertising and marketing activities to sell products in many forms, including developing more domestic and foreign travel agencies and branches, maintaining a stable number of customers in traditional markets such as France, Australia, Canada, Southeast Asia, China, ... and developing new markets for Inbound customers, promoting the exploitation of domestic tourists, further strengthening the mutually beneficial connection between Vitours Travel Company and Airlines, service establishments, domestic and foreign travel agencies, maintaining the growth rate of customers, revenue, and profit every year.

year.

For hotel business, first of all, focus on investing in upgrading and renovating existing hotels to meet customer service requirements and be competitive, based on investment efficiency.

In addition to investing in developing business facilities, the Company continues to invest in human resources, which is a decisive factor for the success of the enterprise, in which it attaches importance to recruiting, training, and building a team of professional, highly disciplined workers, along with solving good policies for employees so that employees feel secure and committed to the enterprise.

3.2. Solution to complete communication and promotion activities for Vietnam Tourism Joint Stock Company Vitours.

3.2.1. Identify target audience

The target customers in this communication program are individuals with average income and large domestic organizations and large cities in the North American and South American markets. The recent business situation of Vitours has not yet exploited the domestic market, so the target market that Vietnam Tourism Joint Stock Company Vitours needs to focus on exploiting is the market segments with strong economic development such as North America and South America and the domestic market has not been exploited yet.


exploit potential customers.

For the Vietnamese market, Vitours should convey its message to large, populous cities, well-organized companies and individuals with average incomes. For the North American and South American markets, Vitours Vietnam Tourism Joint Stock Company should not send a general message to find customers scattered throughout the world market because that will dilute the message, and the number of customers who are truly attached to Vitours will not be many. Vitours needs to determine that their message will be sent to customers with incomes and large organizations in North America and South America - a market with a strongly developing economy, a large proportion of the rich population, and a high GDP per capita. Vitours Vietnam Tourism Joint Stock Company needs to determine that it will bring the company's message to target customers and potential customers to have a solid foothold in the large traditional markets in North America and South America first, then it is not too late to expand to smaller markets. In summary, the target audience that Vitours is aiming for will be individuals with average incomes and companies that organize the domestic market that has not yet been fully exploited and are looking for customers in two new markets:

- North American market

- South American market

3.2.2. Determine communication goals

Vitour Tourism Joint Stock Company needs to focus more on communication activities because communication is one of the trade promotion tools that helps any business promote its business activities. In the coming years, Vitour needs to set out the goals of the communication strategy to determine the company to implement them most effectively.

The first goal is to increase the number of customers by 30% compared to the previous year. Increasing the number of customers is the first step that Vitour needs to take to develop the business. If marketing strategies are implemented effectively, the company will attract potential customers who are ready to use Vitour's services. In addition to attracting potential customers to use the company's services, an effective strategy will help the company retain old customers, strengthen their loyalty to the company, thereby gradually increasing the number of customers.


The second goal the company sets is to increase the average number of transactions compared to the previous year. Any new or regular customer of Vitour, if they do not find a suitable reason to use the company's services, will switch to using the services of other companies. If the company applies communication policies, stimulates the desire and ownership of Vitour tourism services of customers with attractive policies, that will help the company increase its average number of transactions.

Increasing the frequency of regular use by regular customers is the ultimate goal of the company for its communication strategy. The company's revenue depends on the number of regular customers who know and regularly use the company's services. Therefore, if there is no policy to regularly create novelty or enhance the care of these regular customers, the frequency of using the company's services will not increase, or even decrease.

3.2.3. Message design

3.2.3.1. Content

The message “Go Green” is a pretty good message. It conveys and raises awareness for customers in environmental protection. This creates a great impression on customers. However, the problem is how to convey that message to customers.

3.2.3.2. Structure

● Propaganda through tour guides

Surveys of visitors show that good guides are a key factor in the success of a tour. Therefore, the right audience to empower and raise awareness of environmental protection among visitors and guides. Vitours needs to:

- Conduct training and thoroughly implement for tour guides in educating customer awareness. Vitour needs to regularly open training classes and train tour guides so that they can be more proactive in bringing this idea to the destination explanation.

- Evaluate the implementation of tour guides' propaganda through surveys, collecting tourists' opinions about tour guides, organizing evaluations and ranking tour guides.


guides on the ability to communicate and raise awareness for customers in environmental protection issues. There are good treatment or rewards, honors for tour guides doing this work.

● Mass media propaganda

- With images or websites: Vitour can create short video clips with the message “Go Green”.

- With newspapers or magazines: the company can post articles edited by Vitour itself, or articles calling for and sharing experiences of tourists or the community about environmental protection when traveling.

- Set up signs and posters to hang in public areas to convey important information or give recommendations about the environment and nature.

3.2.3.3. Form

In addition to mass media communication, the best way to educate customers about the values ​​that the company pursues is to let customers take action with the business.

● Create an alternative to plastic bags

To pursue the mission of an environmental evangelist, Vitour needs to create beautiful, eye-catching paper bags with clear messages to provide customers. Instead of using plastic bags, paper bags will be provided for customers to use throughout Vitours tours. On all paper bags will be Vitour's image and brand and with a clear message "Go Green" with the main color being green.

3.2.4. Media selection

The type of media used to deliver the message is as important as the message itself, and each type of media has its own impact on the recipient. The choice of media is important because no matter how well-designed a communication material is, if it does not attract the right audience, it will not be of much value.

The media has become familiar to the public through tools such as advertising, PR, direct marketing... Each tool has a certain role in conveying messages to the company's target audience.


In the 3 years 2018 - 2020, Vitours Company has communicated through advertising, promotion, public relations and direct marketing tools. Through the evaluation process, there are some very effective uses but there are still some shortcomings in choosing the appropriate means. Therefore, in this communication campaign, in addition to inheriting the strengths of the tools that the company has used, it is necessary to improve the weaknesses that the company encountered. To help communication more effectively, specifically using four tools: Direct marketing, advertising, promotion and public relations

3.2.4.1. Promotion

The company uses promotional tools that are appropriate to its goals and services. Promotional activities for loyal customers as well as potential customers aim to create a good perspective in the company's sales style.

For direct consumers: The company will simultaneously encourage the behavior of choosing the service of customers in Da Nang province. Provide the benefits that customers get when using the company's services that other companies do not have.

For consumers in Da Nang province, Vitour is a familiar and close name, but knowing it does not necessarily mean choosing to use it. The company's goal next year is to increase the frequency of regular use of the service by regular customers. To successfully achieve this goal, the company will apply a policy to help customers see the benefits they get when using Vitour services. Therefore, the company will apply a promotional policy to encourage customers to use Vitour's services during holidays during the year. The promotional program can last for a short period of time. The content of the promotional program is a 10% discount on Vitour's tour package. The message for the promotional policy is to join hands to support the scholarship fund of Da Nang province. Each individual using Vitour service will donate 1000 VND to the scholarship fund, supporting education and training for students in the whole province, including the children of customers using the company's support service. The company can also open a small-scale lucky draw gameshow, for example: lucky draw, spinning the wheel to win... By applying this promotion policy, the company will increase the number of sales using the service, attracting a large number of customers to love and choose Vitour instead of other brands on the market.


3.2.4.2. Personal selling

This activity shows the social responsibility of the enterprise to the community, thereby creating a good image of the enterprise in the public mind. The social responsibility policy of the enterprise is one of the decisive factors in building a brand in today's society.

The company can organize a conference on a small scale according to the number of customers attending the program. However, if you want to organize a large and large-scale event, you should hire a company specializing in organizing events in conjunction with the company's marketing department. The purpose of the conference is to create brand awareness, awareness of new services, convey the manufacturer's message to the public, and create consumer preference for the service. The program's participants will be the company's major customers, journalists to convey information about new services to the target audience, and employees in the company.

3.2.4.3. Public relations

Target


Improving sales efficiency is what every business wants and so does Vitours. To do this, Vitours needs to have appropriate programs and activities to help the sales team achieve sales targets as well as help the company find many new potential customers. In addition, these activities also help employees learn, exchange sales experiences with each other and summarize and solve problems they have encountered to gain experience.

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With the characteristics of the tourism service business, personal selling is an important and decisive tool in the business.

Unlocking the skill of “improving sales skills for employees” for a period of 3 months every 2 years will help employees to promptly update information on tourism activities and continuously supplement knowledge and skills for employees to meet the increasing requirements of large organizations. The subjects participating in the course will include all sales staff of the company. Vietnam Tourism Joint Stock Company Vitours should invite experienced sales skills training specialists.

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