| Abstract | Travel and tourism industry is undergoing rapid changes. It’s growing to new heights in the 21st century as it becomes more accessible to a larger cross section of the global population. This will result in commensurate economic opportunities for developed and emerging destinations around the world.
Vietnam, a new emerging destination, which is famous for its beautiful landscape, diverse culture and fascinating history, has become an attractive stop for international tourists. The number of foreigners come to Vietnam is increasing sharply years after years. Though having a great potential and opportunity to run a business in travel and tourism industry in Vietnam, there are still a numerous of challenges and difficulties.
Aurora Travel, a young and medium-sized private enterprise, has been operating in Vietnam inbound tourism market for 5 years and got some achievements. However, there are more and more players entering the market to compete with the company by the same products. To remain stable growth, Aurora Travel needs not only understanding the business, its rivals or customers, but also a strategic marketing plan. Distribution Channels and Marketing Distribution Channels take importance roles in Aurora Travel’s strategy.
The case research provides an over view about Vietnam tourism industry and insight information of Aurora Travel. From the detailed analysis of the situations, a distribution channels marketing plan is recommended to Aurora Travel. The purpose of the case study is, however, to implement and apply theory from the course of iEMBA to a real case.
Keyword: distribution channel, toursim, marketing , Aurora Travel |