Marketing strategy of tourism industry : a case study of Huong Giang Travel Company | |
| Author | To Manh Ha |
| Call Number | AIT RSPR no.SM-05-42 |
| Subject(s) | Tourism--Marketing--Vietnam Huong Giang Travel Company |
| Note | A research study submitted in partial fulfillment 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-05-42 |
| Abstract | Tourism industry is one of the most attractive sectors these days which contribute a lot to the development of Vietnam economy. Many investors are likely to invest and expand their business, involving in hospitality, restaurants, tour operation. With a long and fascinating history and beautiful landscape, Vietnam has a great potential for attracting international tourist. Number of tourists comes to Vietnam increase every year. The research examines Huong Giang Travel's approaches and strategies towards the inbound tourism market and how it is competing with its competitors. Currently, the tourists are not satisfied with the quality of services in Vietnam. Since there is a big gap between the services that tour operators in Vietnam provide and what the tourists really need. The purpose of this study is to find out the aspects that would help Huong Giang Travel to improve its service standards based on the tourist behaviour and preferences. The marketing mix tools are also applied to figure out what needs to be improved in Huong Giang Travel's marketing strategy. However, if Huong Giang wants to gain a competitive advantage in the inbound tourism market, it needs to satisfy the customer expectations, improve the gap of service quality, and introduce innovation on its services. In order to do this right, Huong Giang has to be very clear about its external and internal environments and know the preferences and expectations of the customers. Hence, recommendations are provided through the learning's from the survey results of SPSS. |
| Year | 2005 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-05-42 |
| 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) | Vu Thanh Hung; |
| Examination Committee(s) | Nguyen Thi Tuyet Mai;Vu Huy Thong;Sununta Siengthai; |
| Scholarship Donor(s) | Government of France;Asian Institute of Technology; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2005 |