MINISTRY OF EDUCATION AND TRAINING
DUY TAN UNIVERSITY
FALCUTY OF ENGLISH

GRADUATION THESIS
NGUYEN THI MINH TAM

AN INVESTIGATION INTO THE REAL SITUATION AND
SOME SOLUTIONS TO ATTRACTING DOMESTIC
TOURISTS TO VIETDA TRAVEL COMPANY
Code

:

K23.702

Course

:

2017 – 2021

SUPERVISOR:PHAN THI NHU GAM

DA NANG – MARCH 2021


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Supervisor: Phan Thi Nhu Gam, M.A.

ACKNOWLEDGEMENT
The graduation internship is an opportunity for me to learn and
accumulate a lot of knowledge in the tourism industry and working
mechanism in a travel agency. For me this is really a rewarding and
meaningful practice. The experiences and knowledge I have learned will be
the luggage to help me become more confident to achieve many successes in
the key economic sector - the tourism industry.
First of all, I would like to express my deep thanks to all the teachers of
the Faculty of English majoring in Tourism English of Duy Tan University for
teaching me many theoretical lessons and many useful skills related to many.
different jobs in the tourism industry such as: tour guide. reception, tour
design ... for 4 years sitting on the lecture chair.
In particular, I would like to thank Ms. Phan Thi Nhu Gam - Instructor of
the internship who enthusiastically guided me in the past two months of
practice. I have learned and corrected many of my shortcomings thanks to her
suggestions and advice.
Besides, I also would like to express my deep thanks to Viet Da Joint
Stock Company for creating conditions for me to have practical contact with
the industry. I would like to thank Dinh Van Loc - Director of Viet Da Joint
Stock Company and all of the staff in the company for helping me during this
internship. Practice report, it is hard to avoid errors, I hope teachers and
teachers to ignore it. To get ideas and suggestions from teachers and teachers
so that I can learn more experiences.
Sincerely!
NGUYEN THI MINH TAM

Student: Nguyen Thi Minh Tam


Code: K23. 702


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Supervisor: Phan Thi Nhu Gam, M.A.

STATEMENT OF AUTHORSHIP
Except where references are made in the text of the investigation, this
investigation contains no material published anywhere or extracted on the
whole, or in part from a study by which I have qualified for or been awarded
another degree or dploma.
No other person’s work has been used without due to acknowledgement
in the investigation.
This study paper has not been submitted for the award of any degree or
diploma in any other tertiary institution
Da Nang, May 2020
Nguyen Thi Minh Tam

Student: Nguyen Thi Minh Tam

Code: K23. 702


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Supervisor: Phan Thi Nhu Gam, M.A.

ABSTRACT
This research aims to investigate the reality and a number of solutions that
attract tourists to VietDa travel company. In tourism and business, tourists are
important in the economic development of the company. Therefore, I would
like to focus on the detailed research in this study to bring out the strengths
and weaknesses in the process of serving tourists. Besides, I will offer a
number of solutions in attracting tourists and surveying customers to
contribute to the growing VietDa travel company

Student: Nguyen Thi Minh Tam

Code: K23. 702


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Supervisor: Phan Thi Nhu Gam, M.A.

LIST OF TABLES
Table 1: The number of tourists coming to VietDa travel from 2019 to 2021.12
Table 2 : Price policies of Tour Programs......................................................23
Table 3 : Tourist’s evaluation on accommodation...........................................25
Table 4: Tourist’s evaluation on catering and transportation.........................26
Table 5: Tourist’s evaluation to tour guide......................................................26
Table 6 : Price policies of Tour Programs......................................................28
Table 7: Tourist’s evaluation on price.............................................................29


Student: Nguyen Thi Minh Tam

Code: K23. 702


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Supervisor: Phan Thi Nhu Gam, M.A.

TABLE OF CONTENTS
ACKNOWLEDGEMENT...................................................................................................i
STATEMENT OF AUTHORSHIP.................................................................................ii
ABSTRACT..............................................................................................................................iii
CHAPTER 1: INTRODUCTION...................................................................................1
1.1 Rationale..............................................................................................................................1
1.2 Aims and Objectives.......................................................................................................2
1.3 Scope of the study............................................................................................................2
1.4 Methods................................................................................................................................2
1.5 Organization of the study............................................................................................2
CHAPTER 2: THEORETICAL BACKGROUND................................................4
2.1 . Definition of Terms.......................................................................................................4
2.1.1.Tourism..............................................................................................................................4
2.1.2. Tourists..............................................................................................................................5
2.1.3. Domestic tourists..........................................................................................................5
2.1.4. International tourists..................................................................................................6
2.1.5 Tour operator..................................................................................................................6
2.1.6 Tourism business...........................................................................................................7

2.1.7 Tour program..................................................................................................................7
2.1.8 Tour guides.......................................................................................................................8
2.2 Basic Theory of Attracting Tourists........................................................................8
2.2.1. Introduction to Attracting Domestic Tourists...................................................8
2.2.2. Characteristics of Attracting Domestic Tourists.............................................8
CHAPTER 3: CASE DESCRIPTION........................................................................10
3.1.Overview VietDa travel Company........................................................................10
3.1.1 General Information about VietDa travel company.....................................10
Student: Nguyen Thi Minh Tam

Code: K23. 702


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3.1.2. Organizational Structure of VietDa travel company...................................11
3.1.3. Duties of Departments..............................................................................................11
3.2 Real situation of attracting domestic tourists at VietDa Travel
Company...................................................................................................................................12
3.2.1. Types of tour.................................................................................................................12
3.2.1.1 Sightseeing Tours..........................................................................................................13
3.2.1.2 Cultural Tours................................................................................................................13
3.2.1.3 MICE Travel...................................................................................................................13
3.2.2 Tour Program................................................................................................................14
3.2.3 Accommodation............................................................................................................20
3.2.4 Catering and transportation....................................................................................21

3.2.5. Tour guides...................................................................................................................22
3.2.6 The price policy............................................................................................................22
CHAPTER 4: ANALYSIS AND EVALUATION...................................................24
4.1 Analysis of the Real Situation of attracting domestic tourists at VietDa
Travel Company....................................................................................................................24
4.2 Evaluation of domestic tourists on VietDa Travel Company...................25
4.2.1 Types of tour.................................................................................................................25
4.2.2 Tour Program..............................................................................................................25
4.2.3 Accommodation..........................................................................................................25
4.2.4 Catering and Transportation.................................................................................26
4.2.5 Tour Guides.................................................................................................................26
4.2.6 The price policy............................................................................................................28
4.3 Strong Points:.................................................................................................................30
4.4 Weak Points:....................................................................................................................30
CHAPTER 5 : DIFFICULTIES AND SOLUTIONS...........................................31
5.1 Difficulties.........................................................................................................................31
Student: Nguyen Thi Minh Tam

Code: K23. 702


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5.2 Solutions.............................................................................................................................32
5.2.1 Types of tour..................................................................................................................32
5.2.2 Tour Program..............................................................................................................32

5.2.3 Accommodation............................................................................................................32
5.2.4 Catering and Transportation..................................................................................33
5.2.5 Tour Guides....................................................................................................................33
5.2.6 Tour price policies.......................................................................................................33
CHAPTER 6: CONCLUSION AND SUGGESTIONS......................................34
6.1 Conclusion.........................................................................................................................34
6.2 Some suggession attracting domestic tourist at VietDa Travel
Company...................................................................................................................................34
6.2.1 Types of tourism...........................................................................................................34
6.2.2 Improving the tour programs.................................................................................35
6.2.3 Quality of services.......................................................................................................35
6.2.4 Improving the quality of tour guide....................................................................36
6.2.5 Price policy for each type of service....................................................................36
6.2.6 Advertising....................................................................................................................37
6.2.6.1 Focusing on the social network.............................................................................37
6.2.6.2 Mode of promotion.......................................................................................................37
QUESTIONNAIRE..............................................................................................................39
REFERENCES.......................................................................................................................42
SUPERVISOR’S COMMENTS.....................................................................................43

Student: Nguyen Thi Minh Tam

Code: K23. 702


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Supervisor: Phan Thi Nhu Gam, M.A.


CHAPTER 1: INTRODUCTION
1.1 Rationale
Nowadays, due to the development of industry, the service field is
one of the industries making strong contributions to the economic
development of the country, especially tourism. Tourism development
has to relate closely naturally with social and environment and protect
political security.
Da Nang is one of the famous tourist cities of the country and is a
place where the convergence of many potentials becomes the
economic, political, cultural, and social center of the center of Central –
Highlands. With the advantages of natural resources, Da Nang is
becoming the current top destination for domestic and international
tourists.
In recent years, Da Nang city has a combination of fascinating
natural resources and rare historical values such as marine resources,
forest, landscapes, cultural heritage, traditional arts, festival, This
makes a great contribution to Vietnamese tourism.
VietDa travel is a travel company which is located near the city
center. At VietDa travel, visitors can book tours to tourist destinations
in Da Nang. Besides, VietDa travel also plays an important role in
selling products from suppliers of tourism services (resort, hotels,
restaurants, etc.). Moreover, the company always ensures the best
service to its visitors during their journey, which makes almost people
want to come back to the company when they have a chance.
Today, although Da Nang tourism has developed strongly, there
are fewer domestic tourists coming to the company than international
tourists. This is one of the biggest problems VietDa travel has
encountered in the past few years. This is the reason why I decided to


Student: Nguyen Thi Minh Tam

Code: K23. 702


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Supervisor: Phan Thi Nhu Gam, M.A.

choose the topic “An investigation into the Real Situation and some
Solutions to Attracting Domestic tourists to VietDa travel company ”
for my graduation paper.
1.2 Aims and Objectives
- To find out the current state of attracing domestic tourists.
- To survey, analyze and assess the situation of tourists attracting
to VietDa travel company.
- To offer solutions to attract domestic tourists to VietDa travel
company
1.3 Scope of the study
This investigation focuses only on discussing issues related to the
real situation and some solutions to attracting domestic tourists to
VietDa travel company.
1.4 Methods
During the research, we were using some methods as methods of
study, collecting the data on the internet, textbook, material of the
company, etc.
1.5 Organization of the study
In addition to the list of references, there are three main parts to

find out the real situation and some solutions to attracting domestic
tourists to VietDa travel company:
 Chapter 1 Introduces the reason for choosing the topic and
Introduction of research content: object, scope, method.
 Chapter 2 The theoretical background of the study. This chapter will
show basic definitions of tourism , tourists, tour program, tour guide and basic
theory of tourists attracting.
 Chapter 3 The case description describing the overview of VietDa
travel company and the state of business activities, as well as the current
situation of attracting domestic tourists at VietDa travel company

Student: Nguyen Thi Minh Tam

Code: K23. 702


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 Chapter 4 Includes Analysis and Evaluation. Some data and evaluate
factors that attract domestic tourist at VietDa Travel Company
 Chapter 5 Includes difficulties and solutions
 Chapter 6 General conclusions of the paper and suggestions

Student: Nguyen Thi Minh Tam

Code: K23. 702



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Supervisor: Phan Thi Nhu Gam, M.A.

CHAPTER 2: THEORETICAL BACKGROUND
2.1 . Definition of Terms
2.1.1.Tourism
Nowadays, tourism has become popular in society. In some
countries, due to the development of industry, the service field is one of
the industries making strong contributions to the development of the
country, especially tourism.
To be able to define what tourism is, there are many ways to
approach the definition because many people around the world have
defined it for a long time. We can refer to the following concepts to
understand “tourism”:
- World encyclopedic dictionary in tourism published by World
Academic Science in Tourism defines: “Tourism is human’s positive activities
to carry out a journey, a united industry to satisfy the tourist’s demands.
Tourism is a journey that one side is departer with predetermined gold and the
other side is tools to satisfy departer’s demand.” [7]
- The fourth editions of tourism: The Business of Travel defines tourism:
“the temporary movement of people to destinations outside their normal
places of work and residence, the activities were undertaken during their stay
in the most destinations, and the facilities created to cater to their needs.” [8]
According to the view of Hienziker and Kraff “Tourism is a
combination of relationships and phenomena stemming from the

journeys and temporary stays of individuals in places other than their
regular home and workplace.” (This definition was later adopted by the
association of tourism science experts). [3]

2.1.2. Tourists

Student: Nguyen Thi Minh Tam

Code: K23. 702


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The definition of Tourist appeared for the first time in the late
XVIII century in France, but most of them were very simple and not
clear. To have a clear study, these following definitions were chosen
from A Business Model for Accessible Tourism and The Semantic Web
in Tourism:
With regard to tourism enterprises, to apply the philosophy of
marketing it is necessary to start from the definition of tourist according
to the World Tourism Organization (United Nations World Tourism
Organization) that “tourist is anyone who travels to places other than
the one in which is his habitual residence, outside of their everyday
environment, for a period of at least one night but not more than one
year and whose usual purpose is different from the exercise of any
remunerated activity in the place to which he goes.” This definition

includes anyone traveling for leisure, rest and vacation, to visit friends
and relatives, for business and professional reasons, for reasons of
health, or religious pilgrimage. [1]
“Tourist can be defined as a person who travels away from their
normal residential region for a temporary period of at least one night, to
the extent that their behaviour involves a search for leisure experiences
from interactions with features or characteristics of places he chooses
to visit.” [2]
2.1.3. Domestic tourists
Based on the provisions of Clause 2, Article 3 and Article 10 of
the 2017 Law on Tourism, there are provisions on the concept and
classification of tourists as follows: Tourists who are visitors or
combine travel, except go to school or work to get income at
destination. [6]

Student: Nguyen Thi Minh Tam

Code: K23. 702


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Accordingly, tourists include domestic tourists, international
tourists coming to Vietnam and tourists traveling abroad. Specifically,
these types of tourists are defined as follows: “Domestic tourists are
Vietnamese citizens and foreigners residing in Vietnam traveling within

the territory of Vietnam.
Domestic tourists understand the language, customs, laws,
climate and geography of their destination, and the cultural context of
their destination. Domestic tourists have at least two characteristics:
Because the place they come from is in their country, the country they
live in, so domestic tourists will require more about the quality of
products and services. Besides, they do not feel strange about a travel
agency, a local tour guide.
2.1.4. International tourists
International tourists traveling to Vietnam (specifically in a local area of
Vietnam) are those who travel out of the habitual environment of a country of
permanent residence to Vietnam in less than 12 months with entry The
purpose of the trip is not to conduct activities that generate income and earn a
living in Vietnam.
As customers from different countries, with different languages and
cultural characteristics, with high income.
2.1.5 Tour operator
Tour operator is a special type of business, doing business mainly in the
field of organizing, building, selling, and implementing package tourism
programs for tourists.
Besides, it is a business unit by arranging individual travel services such as
transportation, accommodation, catering,.. into a complete tourism program
product.
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Code: K23. 702


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In Viet Nam, a travel company is defined as an entity with legal status,
independent accounting, established for the purpose of making a profit by
trading, signing travel contracts, and organizing the implementation of tourist
programs sold to tourists.
2.1.6 Tourism business
In essence, tourism business is the synthesis of the economic relationship
of activities related to tourism and economic phenomena. The activities are
formed based on the development of products and the process of trading and
trading tourism goods on the market.
Tourism business operation is the exchange of tourism-related products
between buyers (tourists) and sellers (travel service dealers).
2.1.7 Tour program
It is a predetermined schedule of trips organized by travel
businesses, which determines the time of the trip to the destination,
stops, accommodation services, transportation of other services and
there is a sale price for the program.
- According to the Viet Nam Tourism Law, effective January 1 st, 2006, in
section 13, Article 4 explain the term: “A Tour program is a schedule, services
and program price that is pre-determined for a tourist’s trip from the departure
to the end of the trip”.
- According to the author of the textbook "Travel Business
Administration", the definition of a tourism program is defined as follows:
“Package tours are prototypes on which people organize pre-determined tours.
The content of the tour program schedules a detailed implementation of
activities from transportation, accommodation, dining, entertainment to
sightseeing,…The price of the trip includes the price of most services and

goods arising during the implementation of tourism”.

Student: Nguyen Thi Minh Tam

Code: K23. 702


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Based on price, trip purpose, territory range, and some other
criteria,… to categorize different programs to meet the tourist’s needs.
2.1.8 Tour guides
The tour guide introduces and explains to visitors the cultural
and natural heritage of tourist destinations. Besides, they are
representatives of the company and also implement the terms of a travel
service contact, help the tour operator to earn some profits, and help
visitors to better understand the destination through travel and
representation.
2.2 Basic Theory of Attracting Tourists
2.2.1. Introduction to Attracting Domestic Tourists
Nowadays, the demand for domestic tourism is a lot of people
interested. The society develops, attracts people with this development,
the pressure on work and life is increasing. However, to reduce that
pressure, everyone chooses to travel to relieve it.
Like some other areas, the tourism industry is also seasonal.
Seasonality is influenced by reasons such as nature, temperature,

climate, holidays, events, and socioeconomic status. And seasonality in
the tourism industry affects revenues, profits, visitor resources and
travel company activities. Especially a domestic tourist, it greatly
affects the economic development of the tourism industry in general
and travel agency in particular
2.2.2. Characteristics of Attracting Domestic Tourists
Interests, tastes, and needs of travelers are very diverse, so they
need to conduct a classification of tourism type to satisfy the best
choice for visitor’s needs.

To attract domestic tourists , the travel

company should have:
 The reputation of the company
 Applying and implementing seasonal pricing policy
Student: Nguyen Thi Minh Tam

Code: K23. 702


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Supervisor: Phan Thi Nhu Gam, M.A.

 The qualifications and skills of the tour guide
 Variety of tour programs
 Quality of accommodation and transportation



Student: Nguyen Thi Minh Tam

Code: K23. 702


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CHAPTER 3: CASE DESCRIPTION
3.1. Overview VietDa travel Company
3.1.1 General Information about VietDa travel company

Company name: Viet Da Tourist Joint Stock Company
Address: 296 Nui Thanh, Hai Chau District, Da Nang City
Phone: +84.236.3647979 - 3647981 - 2215960 -0905651717
Fax: +84.236.3749515
Email:
Website: www.vietdatravel.com
Viet Da Tourism Joint Stock Company is one of the travel
companies operating effectively in both the Vietnamese and foreign
tourism markets.
• Travel services, car rental, travel, selling air tickets, train tickets, tour
tickets
• Human resource training and consulting
• Management consulting business
• Organizing events, fairs and exhibitions

• Advertising, marketing and market consulting services
• Brokerage, real estate trading, land use right transfer service
3.1.2. Organizational Structure of VietDa travel company
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MANAGER

VICE PRESIDENT

GUIDE
DEPARTMENT

BUSINESS
DEPARTMENT

ACCOUNTING
DEPARTMENT

TOUR OPERATOR
ROOM


3.1.3. Duties of Departments
- Manager: A person who directly runs the work, is responsible for
managing the entire operation of the company and managing the
employees under his command.
-Vice president: Is the person who helps the Director direct and
handle all areas of the company's work as assigned by the Director.
Directly direct, administer and monitor units under the jurisdiction of
finance.
- Business department: Organize and conduct tourism market
research activities, conduct promotional activities to attract customers
to the business.
- Tour Operator Room: This is the main department and the
leading agency of the company.The executive department plays the role
of organizing the production of the business, acting as a bridge between
the business and the supply market and travel services.
Being the focal point for implementing the whole work, operating
programs, providing tourism services on the basis of notification plans
sent by superiors.
- Accounting department: Organize the financial and accounting
work of the company, record and track the expenses of the business.
Student: Nguyen Thi Minh Tam

Code: K23. 702


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- Guide department: Organizing, transferring and arranging guides
for tourism programs. Be the direct representative of the business in
establishing relationships with customers.
3.2 Real situation of attracting domestic tourists at VietDa Travel
Company
3.2.1. Types of tour
Years

2019

2020

The numbers of Tourist

17,356

13,801

From the Central

8,006

6,021

From the South

5,570

4,224


From the North

3,780

3,556

(visitors)

Table 1: The number of tourists coming to VietDa travel from 2019 to 2021
The company creates some tour programs according to title the
travel that customers find out it easily. Because each program remains
its main purpose, it is combined and mixed with many destinations
together. Depending on the purpose of a customer’s trip, the company
will have different travel programs:
3.2.1.1 Sightseeing Tours
Tourist destinations for the purpose of sightseeing and relaxation
in the domestic travel program
Nha Trang
Mui Ne – Phan Thiet
Phu Quoc Island
Cu Lao Cham
SAPA
3.2.1.2 Cultural Tours
- Tourist destinations for the purpose of Cultural in the tourism program
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spanning three regions of Vietnam, where there are many world cultural
heritages.
- World cultural heritage:
Central Sector of Imperial Citadel of Thăng Long
Phong Nha – Kẻ Bàng National Park
 Mỹ Sơn Sanctuary
 Hội An Ancient Town
 Hạ Long Bay
 Complex of Huế Monuments



3.2.1.3 MICE Travel
Currently, tourists coming to the company for the purpose of
Mice Travel are not popular.
In 2020, the number of Mice guest coming to the company is not
up to standard. Specifically, customers with the purpose of Mice Travel
book 5 tours in a year, each booking will be about 20-30 people/ tour.
For the number of tours booked like this, there is no requirement
compared to tours with other purposes. This is also a weakness
compared to other types of tours.
10.00%

50.00%

40.00%

Sightseeing Tour
Cultural Tour
MICE Travel

The chart 1: The purpose of a tourist's trip
3.2.2 Tour Program
VietDa Travel Company organizes the tour program in three regions. Each
domain has its own distinctive feature

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 The South
Numbe

Tour


Time

1

Nha Trang – Vinh Nha

3 days 2 nights

2

Ho Chi Minh city - Phu Quoc Island

3 days 2 nights

3

Ho Chi Minh city - Con Dao Island

3 days 2 nights

r

 The central
Numbe

Tour

Time

1


Ba Na – Hue – Phong Nha Cave

3 days 2 nights

2

My Son Sanctuary - Hoi An Ancient Town

1 day 0 night

3

Da Nang – Hoi An Ancient Town – Ba Na – 4 days 3 nights

r

Phong Nha Caves

 The North
Numbe

Tour

Time

1

Ha Noi – SaPa


3 days 2 nights

2

Ha Noi – Ha long – Cat Ba

3 days 2 nights

3

Ha Noi - Huong pagoda

1 day 0 night

r

Student: Nguyen Thi Minh Tam

Code: K23. 702