Solution to Diversify European Tourism Products at Viet Travel Joint Stock Company

Through the process of researching the tourism market, the needs of tourists, and understanding the tourism trends, the Company has developed and diversified European tourism products to serve the increasing needs of tourists. Over the years, the Company has built 16 European tours connecting different tourist destinations, designing different types of tourism, attractive and unique tourism programs to be able to meet the maximum needs of tourists to travel to Europe. To improve the efficiency of diversifying European tourism products, the Company has focused on investing and training to improve the quality of human resources; has many strategies to stabilize and develop capital sources, thereby having the basis to invest and upgrade material resources to serve European tours. Thanks to that, the Company's European tourism products have attracted a large number of tourists, thereby bringing in high profits.

In addition to the achievements, the implementation of diversifying European tourism products also has many limitations, the causes of which come from external objective factors, but also from subjective factors within the Company. Therefore, the Company needs to have solutions to overcome them promptly.

Chapter 3: SOLUTIONS TO DIVERSIFY EUROPEAN TOURISM PRODUCTS AT VIET TRAVEL JOINT STOCK COMPANY - VIETNAM TOURISM

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3.1. Orientation to diversify European tourism products at Viet Travel Joint Stock Company - Vietnam Tourism from 2017 to 2020

3.1.1. General orientation

Viet Travel Joint Stock Company - Vietnam Travel has built tourism development strategies aiming at: "Striving to become one of the leading travel agencies in the country, contributing to making tourism truly an important economic sector with strong and sustainable development".

The general goal by 2020 of Viet Travel Company - Vietnam Tourism is to develop the tourism brand Viet Travel - Vietnam Tourism; especially to create a unique and distinctive mark of the tourism brand among the people of the whole country and international friends on the basis of developing unique and attractive tourism products, focusing on foreign tourism products, which is the direction of the Company in the coming years.

This goal is expressed through the business motto:

- Do not organize poor quality tours, tours that do not meet tourism industry standards; build and sell reasonable tour programs that meet customer requirements, avoid complicated itineraries and routes, unscientific arrangements in travel during the tour...

- Always select and understand the nature of each tour product, in order to provide customers with tour products that best suit the travel needs of each group of customers (traditional tours, resort tours, discovery tours, adventure tours, honeymoon tours...);

- Always provide customers with tours with good service and the most competitive prices;

- Always put reputation first, do not lie or cheat customers for profit...

- Always put yourself in the customer's shoes to make the most appropriate decisions and behaviors...

- Always satisfy every customer coming to the Company by understanding and implementing the viewpoint: "The customer is always right";

- Serve customers with the mindset: "Customers are the ones who decide the future, existence and development of our company"; "Let's serve customers as we are serving ourselves".

Specific goals to develop the Vietnamese Travel brand - Vietnam Tourism

To be:

(1) Providing high quality tourism products and services of international stature

International, constantly improving and innovating quality, creating differences to maximize customer satisfaction;

(2) Create a professional, dynamic, creative working environment, creating conditions for high income and fair development opportunities for all employees;

(3) Modernize facilities and techniques, improve the quality of tourism services to be worthy of being a leading tourism company;

Based on the proposed tourism business development goals, Viet Travel Joint Stock Company - Vietnam Tourism has also set out the orientation for developing European tourism products from 2017 - 2020, which are:

- In the integration trend, Viet Travel Joint Stock Company - Vietnam Tourism has identified the top requirement as building a sustainable business strategy and creating a unique cultural identity in the European tours organized by the Company;

- With the strategic goal of becoming the leading travel brand in the country, Viet Travel Joint Stock Company - Vietnam Tourism has chosen the development orientation of building a strong brand along with improving the quality of the Company's European tours;

- Expand marketing to untapped European markets; including promoting investment in developing tours in European countries that are attracting a large number of tourists;

- Diversify types and services in European tours;

- Developing European tourism tours on the basis of ensuring sustainable environmental development and preserving and promoting traditional Vietnamese culture.

3.1.2. Orientation to diversify European tourism products

In recent years, the demand for travel and exploration of Europe of Vietnamese people has increased rapidly; in order to meet this demand, Viet Travel Joint Stock Company - Vietnam Tourism continuously researches and orients to launch new European tourism products as well as improve services in existing European tourism products. According to the results of market research, the Company has developed a plan to introduce some European tourism products into tours in the coming years, specifically as follows:

- Firstly, Viet Travel Joint Stock Company - Vietnam Tourism determines to strengthen its links with units in European countries to improve and expand tourism services in European tourism products. According to the Company's orientation in the coming years, it will continue to promote its links with Air France to build pre-built travel itineraries to help passengers save time and costs in preparing for their journey to explore Europe. In which, the Company plans to launch two product packages: "air tickets and train tickets" or "air tickets and sightseeing tours" for tourists to choose from. The "air tickets and train" package will provide tourists with a full package of round-trip air tickets and train tickets at a great discount. If tourists want to explore Europe more deeply through professional guidance, they can choose the "air tickets and sightseeing tours" package; With this package, the company will plan in detail and everything will be prepared for the customer's travel itinerary.

- Second, the Company intends to expand and focus on exploiting tourist attractions in Germany. This is a country with many things to explore because it is not only famous for its unique landscapes, magnificent castles, but also for its valuable historical relics, as well as its cultural heritage treasures of humanity. Germany is considered one of the safest tourist destinations in the world and is the third most visited country in Europe. Therefore, in the coming time, Viet Travel Joint Stock Company - Tourism

Vietnam is determined to promote tourism products in Germany. For tourism products combining tourist destinations in Germany and other countries, the Company will innovate by building cruise tours. The tour is expected to last from 12 to 15 days, in which tourists will have 5 to 7 days to visit by cruise ship, traveling through at least 5 countries in Europe depending on the program that tourists choose; each ship is fully equipped with entertainment services, shopping, etc.

In addition to tours combining German tourist attractions with other countries, the Company also plans to launch a tour product around Germany lasting about 9-12 days.

- Third, Viet Travel Joint Stock Company - Vietnam Tourism has the orientation to expand tourism exploitation in Greece and Turkey, these two countries are still unfamiliar to the majority of Vietnamese people. Therefore, the Company has decided to expand tours in Greece and Turkey to create new attractive products to attract tourists because these are two countries with great potential for tourism. Turkey is a country located on both the European and Asian continents, the main territory is in the Anatolian peninsula in Southwest Asia, a small part of the area is in the Balkan region in Southeast Europe. Turkey shares borders with: Bulgaria in the northwest, Greece in the west, Georgia, Armenia and the Nakhichevan part of Azerbaijan in the northeast, Iran in the east, Iraq and Syria in the southeast. In addition, this country also has borders with the Black Sea in the north, the Aegae Sea and the Sea of Marmara in the west, the Mediterranean Sea in the south. Because of its strategic location between Europe and Asia and between three seas, Türkiye has been a crossroads between economic centers and the birthplace and site of battles between great civilizations; Turkey holds many relics of human history and Greek mythology, making it an attractive place for international tourists.

Greece is one of the most famous tourist destinations of the European tour that any tourist wants to set foot in this country; it is the land of the gods when visitors come here they will admire with their own eyes the ancient temples with solemnity and architectural sculptures.

from marble. Not only is it attractive because of its beautiful scenery, it is also a place for "fashion followers" to shop; that is why Viet Travel Joint Stock Company

- Vietnam Tourism plans to launch a tourism product to visit Turkey and Greece in the coming years.

- Fourth, design tourism products to Spain and Portugal. The company plans to design a tour that combines many attractions, including three countries: France - Spain - Portugal. France is a country that is familiar to Vietnamese people, and is on the list of the most visited countries in the world; therefore, the company has combined France into the travel itinerary with Spain and Portugal.

Spain and Portugal are two countries located in the southwest of Europe. These are also countries with many wonders and beautiful landscapes that fascinate tourists with their European style combined with Central Asia due to their proximity to the Mediterranean Sea... Spain is a country in Southern Europe, with three separate territories located in North Africa, bordering Portugal and France. Spain is the third most popular tourist country in the world. Meanwhile, Portugal is a country located on the Iberian Peninsula, bordering the Atlantic Ocean to the southwest, and Spain to the east and north; this is a long-standing developed country, still preserving many ancient structures and famous historical sites. Portugal is an attractive country for tourists and is becoming one of the leading tourist developed countries in Europe, one of the most visited countries. Therefore, in the coming years, the Company plans to exploit the tourism potential of Spain and Portugal to create new tourism products that are more attractive to Vietnamese tourists instead of focusing too much on familiar tourism markets in Europe.

3.2. Some solutions to diversify European tourism products at Viet Travel Joint Stock Company - Vietnam Tourism

3.2.1. Solutions for market research and building European tourism products at the Company

Firstly , in the era of globalization, traveling, sightseeing and tourism between countries today have become more popular than ever; tourists are therefore extremely diverse, coming from many different classes, with different habits and consumer behaviors. The company needs to promote market research activities, grasp customer psychology and tastes to organize European tours to meet the needs of tourists better and better. Besides, in each country, each region, whether the tourism industry develops or not, how much tourism services are invested are also things that tourists care about. So, in order to connect supply and demand, products with the market, tourism businesses need to grasp the market they are targeting to come up with reasonable product development strategies.

The important issue raised in the organization and management of exploiting the tourism potential of European countries is to know what customers need and expect in this tour. The company needs to conduct many meetings and exchanges with its regular customers to find out their new travel needs, predict the scale and quantity of the tour. It is necessary to learn about the characteristics of tourists in terms of age, gender, income, awareness, psychology, interests, customs and practices, etc. to have appropriate organization and management policies. When dealing with customers, tourism staff must record and collect complete information about customers to facilitate the organization and implementation of the tour program in the most effective way. At the same time, the company needs to research the tourism market in Europe, famous tourist destinations, culture, customs and practices of the countries, as well as the security, political, economic and social situation at European tourist destinations; From there, build an attractive, quality and safe travel program. Based on market research, the Company will design and develop European tours according to the 6Q value-added model (in terms of product quality, price, service, brand, location and time); especially ensuring the provision of products and services of the right quality, thoughtfulness, on time and in compliance with business marketing ethics standards.

Tourism market research is conducted to satisfy the decision maker's need for information, but a correct decision depends mainly on the carefulness and skill in conducting the research; therefore, a detailed research plan is needed. In order to effectively research the Vietnamese tourism demand market as well as the supply market of European countries that Viet Travel Joint Stock Company - Vietnam Tourism wants to exploit, the Company needs to take the following steps:

Step 1: Identify goals and hypotheses

The objectives selected from the facts must form realistic hypotheses; the researchers need to test these hypotheses to eliminate false hypotheses, identify the real causes of the facts; for example, the Company wants to expand tourism products in two countries Turkey and Greece, these are two countries that are still quite unfamiliar to the Vietnamese people, the Company needs to set objectives when exploiting the tourism potential of these two countries, set hypotheses about building tours to visit the two countries.

To identify these issues, the Company's market research practitioners need to use intuition and acumen; in addition, they need to use creative techniques and methods such as discovery of novelty, methods of analogy (based on similarity) and antithesis (contrast) or surprise.

Step 2: Develop a research outline and conduct a market survey . Tourism market research allows you to obtain information about quantity, quality or quality to build a suitable European tour.

Step 3: Schedule research, testing and pricing

- Research schedule: The company needs to set deadlines for starting and completing tourism market research, because it is necessary to distinguish between actual time and time spent on research so that results are obtained within an appropriate time frame so that the company can proceed with the development of European tourism products that it plans to launch on the market.

Solution to Diversify European Tourism Products at Viet Travel Joint Stock Company - Vietnam Tourism

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