| Author | Dang Thi Diem Trang |
| Note | A research study submitted in partial fulfillment of the requirements for the
degree of Master of Business Administration (Executive) in
International Business – Management of Technology, School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | Tourism is considered one of the most important industries that has contributed a
significant part to annual GDP and created more jobs for relevant industries.
The effective marketing communication strategy takes an important role in assisting tour
operators, travel agents and the country to improve their brand and images. In addition, it
could also highly affect the destination image perceived by tourists.
This research studies and examines the marketing communication strategy of Vietravel
Company - a leading tour operator in Vietnam in making the effort to build the company
brand awareness.
Research method was based on the principle of detailed interviews. The author made
interviews with Director of Business Development, Head of Marketing & Planning
Division of Vietravel Company, survey on visitors and travel agents.
The study has analyzed the marketing communication strategy of Vietravel by SWOT
analysis. Other data and figures were collected from the internet, statistic reports,
previous studies and sources from the government & private institutions.
In fact, the current marketing communication strategy for branding applied by Vietravel
has revealed some certain strengths and weaknesses. The research has proposed some
solutions for upgrading the marketing communication strategy efficiently in order to
increase the brand awareness and improve customer loyalty not only for Vietravel but for
the whole Vietnam tourism |
| Year | 2009 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (Executive) in International Business - Management of Technology (VN/BKK)) |
| Chairperson(s) | Winai Wongsurawat; |
| Examination Committee(s) | Bechter, Clemens ;Huynh Trung Luong; |