| Author | Nguyen Duc Hoa Cuong |
| Call Number | AIT RSPR no. SM-02-66 |
| Subject(s) | Hotels--Vietnam--Hanoi
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| Note | A research study submitted in partial fulfilment of the requirements for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-02-66 |
| Abstract | Customer choice decision is a very complicated process due to many involved influential elements. Therefore, if the elements are generalized with minimum losses in their meaning, they become precise drivers for conducting effective and efficient targeted marketing activities. In view of that, the main purpose of the research is to highlight general dimensions from a set of hotel choice behaviors of individual travelers to Hanoi. For that reason, a survey on perceptions of individual travelers' on hotel-related elements, which they consider in their choice of hotel, is conducted with 136 questionnaires placed in four selected hotels in Hanoi. The factor analysis technique is used to analyze collected data. The results manifest six representative dimensions in their choice behavior, namely Bedroom, Brand, Sale Promotion, Security, Front Office Employee and Supporting Facilities. In combination with other strategic information on the individual travelers' choice behaviors obtained from the survey as well as interviews with tourism authorities and hotel managers, the author is able to recommend several possible improvements in revised marketing mix strategies in two selected hotels in Hanoi, namely the Kim Lien and the Sofitel Plaza Hanoi. These improvements concern product, pricing and promotional strategies and aim at better serving the city' s key hospitality markets - Chinese leisure travelers, French travelers, and Japanese business travelers. Other hotels in Hanoi in somewhat similar situations can also apply the research' s findings to their own marketing mix strategies. |
| Year | 2002 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-02-66 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Do Ba Khang; |
| Examination Committee(s) | Broustail, Francois Joel;Swierczek, Fredric W; |
| Scholarship Donor(s) | Government of France (Full scholarship); |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2002 |