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NATIONAL ECONOMICS UNIVERSITY FACULTY OE FOREIGN LANGUAGES DEPARTMENT OF BUSINESS ENGLISH

MAI KHAC KIEN

RESEARCH ON FACTORS AFFECTING DIGITAL MARKETING

ACTIVITIES IN VIETRAVEL — VIETNAM TRAVEL & MARKETING TRANSPORTS JOINT STOCK COMPANY

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NATIONAL ECONOMICS UNIVERSITY FACULTY OF FOREIGN LANGUAGES DEPARTMENT OF BUSINESS ENGLISH

MAI KHAC KIEN

RESEARCH ON FACTORS AFFECTING DIGITAL MARKETING

ACTIVITIES IN VIETRAVEL —- VIETNAM TRAVEL & MARKETING TRANSPORTS JOINT STOCK COMPANY

Supervisor : Pham Thi Quynh Hoa, M.A

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I received a lot of help from individuals and organizations while working on my final report. First and foremost, I would like to thank Ms. Pham Thi Quynh Hoa for all of her dedicated feedback, comments, and guidance on this report throughout the semester.

Secondly, I would like to express my gratitude to Ms. Truong Thu Van (my supervisor) at Vietravel - Vietnam Travel & Marketing Transports JSC. Thank you for your help during my internship and for providing me with the

information I needed for my thesis. In addition, I would like to thank everyone at

Vietravel - Vietnam Travel & Marketing Transports JSC for their help and advice.

Thirdly, I'd like to express my gratitude to my family for their financial

and emotional support. I can go through a lot of difficulties during the research because of their acceptance and understanding.

Finally, I'd like to thank my friends and respondents for taking the time to answer my questionnaire despite their busy schedules. It is their assistance that enables me to complete the data collection process and provides me with various ideas for making this research unique.

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EXECUTIVE SUMMARY

Customers are increasingly searching for product information on digital platforms as the Internet's popularity grows. As a result, businesses are

increasingly investing in digital marketing channels. In such a rapidly developing

economy, competition is becoming increasingly fierce. It is easy for a company to fall behind if it lacks something that sets it apart from the competition. In this case, digital marketing can help a company get closer to its target customers, especially if cutting-edge technology is used. As a result, for a travel company

like Vietravel - Vietnam Marketing & Travel Transports Joint Stock Company,

understanding what contributed positively to the effectiveness of digital

marketing services is critical.

Tourism is an industry that is benefiting greatly from the burgeoning

digital world, especially as restrictions ease and global covid-19 vaccination

appears to be nearing completion. Therefore, the objective of this study is to analyze the factors affecting digital marketing activities in Vietravel — Vietnam Marketing & Travel Transports Joint Stock Company and suggest some recommendations to improve the digital marketing quality. Some prior literature was analyzed to emphasize the crucial issues in this thesis. In which, four main

factors were focused on, including content, accessibility, user’s experience and

customization. The data was collected via questionnaire, with the participation of 150 current customers of Vietravel JSC.

To begin, the thesis provided some basic information about Vietravel JSC as well as its digital marketing-related services. Second, the research covered various aspects of digital marketing, such as its definition, characteristics, benefits and drawbacks, tools used in digital marketing, and factors influencing

digital marketing activities. It also presented a framework for the factors

influencing digital marketing services in a travel company. The study discovered that customers are generally satisfied with the digital marketing services provided by Vietravel Company based on the theoretical framework as well as reasonable data collection methods such as a questionnaire and web research. Furthermore, it demonstrated the impact of the theoretical framework's four

groups of factors on digital marketing activities. The four aspects are content, accessibility, user experience, and customization. The results showed that the user experience factor had the most influence, while the content aspect had the

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least. The level of influence also indicates Vietravel's performance with these factors. All of the findings were discussed in order to make _ several recommendations to improve digital marketing services at Vietravel - Vietnam Travel & Marketing Transports JSC.

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LIST OF TABLES...-- SH HH TH TH HH HH HH Tnhh n vil

LIST OF ABBREVIA TIONS... HH HH HH HH re, Vili

CHAPTER 1: INTRODUCTION OF THE COMPANY... 6 1.1 General information 0.0... eee ec eseeseeneeeeceeceeeecceseeecesesseeseeseeaeeneens 6 1.2 = Further informatfion...- -Q SG nh nh Hiệp 6 1.3 Main products and services of VietravweÌ...--. sex 8

1.4 Organizational struCfUF€...- -.-- G25 3333 seErsrrrereeerrsrrrrree 11

Marketing Department in Vietravel COIHDđH... c5 5555 s+++svx 13 CHAPTER 2: THEORETICAL FRAMEWORK...c..ce«ằ 15 2.1 Digital markefing... -- - óc HH HS HH HH ng 15 2.1.1 The definition Of MArKeting ...Ă cà Sàn hhtkseerreseeereeseerre 15 2.1.2 The definition of digital HATK€fÏH... chi, 16 2.1.3 Characteristics of digital MATKCtING ....ccccccecccesseeesseeeteceseeeeseeeetseeeneenses 18 2.1.4 Advantages of digital HATK€fiH ... .. Ăn hi, 19

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2.1.5 Disadvantages of digital MATKCtNG ...cccescecceccesseeseteeeeteeeseeeetsneeseeees 20 2.1.6 Digital marketing CHANNELS ... --ccc kg 21

2.2 Previous studies on frameworks about factors affecting digital

Marketing activities 2.0.0.0... .... ... 24 2.3 Research ÍramewWOFK... ... sgk ưệt 27 CHAPTER 3: FINDINGS AND ANALYSIS...c.cScceireieee 30 3.1 The real situation of digital marketing services at Vietravel ... 30 3.1.1 Report on the business situation of Vietravel in 2022...- 30

3.1.2 Evaluation of Viteravel’s digital marketing activities on

“vietravel.com” through KPIs over the previous three months ... 31 3.2. Factors affecting Vietravel Company's digital marketing activities 33

Limitations of the sfudy...- - -- G S11 v.v TH HH ng re, 47

<small>[| Recommendations for future study ...-- s5 5S sssseeereseeeesree 47</small>

REEERENCES... HH HH HH HH HH TH nh nàn 1X

APPENDIX 0A m...Ô. xiii

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LIST OF FIGURES

Figure 1.1: Number of digital buyers worldwide from 2020 to 2025... 1

Figure 1.2 Main products and services of Vietravel ... .- ---s-csxsssirserserske 9 Figure 1.3. Vietravel Joint Stock Company’s organizational structure... 12

Figure 2.1. Proposed research conceptual framework ...-- ---««++s<++ss+ 27 Figure 3.1 Aspects of the Vietravel website influenced the customer's decision to

continue using its S€TrVIC€S... Error! Bookmark not defined.

Figure 3.2 The content performance of the Vietravel website... ...-- 33

Figure 3.3 The Accessibility performance of the Vietravel website ... 34

Figure 3.4 Customers’ often used research tools ...---+++<s++<cx+ssexssss 35

Figure 3.5 Vietravel’s brand aWAaT€TI€SS...-- + vn ng rưy 36

Figure 3.6 The popularity of Vietravel Company promotional posfs... 37

Figure 3.7 The popularity of various forms of promotion used by Vietravel... 38

Figure 3.8 The quality of Vietravel's website's digital marketing services ... 38

Figure 3.9 The Customization performance of the Vietravel website ... 39

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LIST OF TABLES

Table 2.1 Three stages of E- MICA Model ..0... cee ceeceesceesseeeseeeeneeeeneeeeaeeeseeeeaes 26

Table 2.2 Description of each đimenSIOH...- -- 6 2+ + + *sksskEseeksreeekeeske 8

Table 3.1 Vietravel's 2021/2022 customer anyS1S...----««++-««+++<++sss2 30

Table 3.2 Viteravel’s digital marketing activities on “vietravel.com” through

KPIs over the previous three montÏhs...- .-- 5 55+ +£++seseeses 31

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LIST OF ABBREVIATIONS

SEM : Search Engine Marketing

SEO : Search Engine Optimization JSC : Joint Stock Company

PPC : Pay — Per -Click

SMM : Social Media Marketing CPC : Cost-Per-Click

SEM : Search Engine Marketing

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1. Background

In today's world, the Internet has become an integral part of our lives and businesses. As customers become more tech-savvy, they prefer to shop online or browse through social networking sites rather than head to their local stores as

seen in charts about the Number of digital buyers worldwide from 2020 to 2022

with forecast to 2025.

Figure 1.1: Number of digital buyers worldwide from 2020 to 2025

<small>How Many People Shop Online?</small>

<small>3 7 2.77 billion</small>

2.56 billion . alias

<small>2.48 billion :</small>

<small>2.37 billion</small>

Number of Digital Buyers in Billions

<small>Source: eMarketer OBE RLO</small>

Customers have access to a wealth of information about their desired products in a digitalized world, including pricing, quality, delivery costs, and other features. Consumer behavior is changing as the number of available digital platforms continues to grow rapidly. This has major implications for businesses in terms of how they market their products and services. Enterprises must be aware of how customers approach various types of information online in order to create new marketing models that are tailored to these new customer preferences and behaviors.

This shift in consumer behavior has made it necessary for businesses to

approach their customers in a different way. Companies are now focusing on creating personalized experiences that are tailored to the needs of each individual customer, and this requires them to use the latest digital tools and strategies. By taking advantage of the benefits offered by modern technology, businesses can

effectively engage with their target audience and increase their sales.

The digital revolution has had a significant impact on the global economy,

with tourism being one of the industries that has seen a significant increase. This

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is due to significant changes in technology and marketing strategies used to promote tourism products and services, as well as the development of new electronic platforms for travelers worldwide. As a result, tourism has experienced an upward trend and has become one of the world's fastest growing economic

Tourism is now regarded as one of the most important sources of income and employment for many countries on all continents, with businesses relying on technology to develop new ways to attract customers from other countries. Furthermore, technological advancements have made travel easier than ever before by providing more convenient services such as online booking systems for flights and hotels. Furthermore, e-commerce platforms have made it easier for travelers to buy goods while on vacation or traveling.

The coronavirus pandemic has had a significant impact on the travel and

tourism industries, with global international arrivals in 2022 remaining 30%

lower than pre-pandemic 2019 levels. International travel is becoming more difficult due to varying levels of border control and vaccine passports. Many countries have found it difficult to open their borders and allow safe travel while also controlling the spread of COVID-19. As a result, instead of traveling abroad, many people prefer to take shorter trips within their home countries or regions.

This situation has had a major impact on the travel and tourism industry worldwide. Airlines have had to reduce flights and lay off staff due to decreased demand for international travel, while hotels and other accommodation providers have experienced a drastic decrease in bookings. These businesses must find

creative ways to adapt their services to meet the new demands of travelers during this challenging time.

Nonetheless, despite a variety of challenges such as the economic situation and ongoing geopolitical uncertainty, the tourism and travel industries are expected to see a sharp increase in demand during the recovery phase

beginning in 2023 as international traveler numbers return to pre-pandemic

levels. This could lead to a greater reliance on innovative technologies such as

Al-based virtual trips, chatbots for mobile bookings, and automated processes for

airport navigation in order to remain competitive and meet rising consumer demands. With this promising prospect, the ongoing recovery of these two industries provides invaluable insight into how digital innovation can drive their long-term success post-pandemic.

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2. Rationale

Vietnam is a country blessed by nature with many scenic spots; the beauty of Vietnam is always the pride of the nation; and many places in Vietnam have been designated as UNESCO World Heritage Sites. This is a highlight that tourists from all over the country and the world want to see. With such tourism potential, the government has policies in place to encourage the growth of this

smokeless industry. Of course, the appearance of travel companies, prominent among them is the significant contribution of Vietravel, one of the leading

companies in the tourism industry in Vietnam today, is required for tourism to

Marketing is a vital agent that connects the company's resources to the

market. As a result of this connection, enterprises’ operational efficiency will

improve by meeting market demand with their capabilities. Attracting customers is a living condition of the company, especially in the travel business, so

marketing activities are extremely important in the company's travel business. However, understanding the appropriate roles, functions, and tasks, as well as

effectively applying marketing, remains a challenge. Furthermore, it is a critical factor in determining the success or failure of a business in general, and a travel agency in particular. Improving the efficiency of marketing activities is one of

the most effective ways to improve enterprise business efficiency.

Digital marketing has been a topic for researchers and marketers to work on. There are some studies on digital marketing elements, history, application, and its influence on search advertisement, brand and online customer engagement. However, in the current situation of digital marketing, factors affecting its processes in specific agencies in Vietnam have not been dug deeply. Therefore, the subject “ Research on factors affecting the effectiveness of digital marketing activities in Vietravel - Vietnam Marketing & Travel Transports Joint Stock Company” has been chosen to fulfill this gap.

3. Research objectives

The study is aimed at finding out the factors affecting the digital marketing services provided by Vietravel Joint Stock Company in Hanoi. Therefore, the research focuses on following three objectives:

The first goal of the research is to review the current situation of digital

marketing services provided by Vietravel.

Secondly, the study is aimed to analyze the factors affecting the digital

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marketing services and the performance of Vietravel in compatibility with each factor.

Last but not least, the research is hoped to recommend some suggestions to improve digital marketing activities at Vietravel.

4. Research scope

Geographical scope: Vietravel — Vietnam Travel & Marketing Transports Joint

Stock Company

Time scope: Data collected from the responses of the survey conducted among the current customers of Vietravel Joint Stock Company in Hanoi in 2022

Content scope: The content of this research includes information about digital marketing in general and at Vietravel — Vietnam Travel & Marketing Transports Joint Stock Company in particular to make investigation, analysis and give some recommendations.

5. Research questions

To achieve the research purposes, the study focuses on finding the answer to the following three research questions:

What is the real situation of digital marketing services at Vietravel?

What are the factors affecting digital marketing activities in Vietravel?

Which measures can be taken to enhance the quality of digital marketing activities in Vietravel?

6. Research methodology

The objective of the study is to explore the factors affecting digital marketing activities in Vietravel JSC. The information was collected through responses from 150 representatives coming from the customers of Vietravel by

using questionnaire.

First, the questionnaire was built in online form using Google Forms, and send it to 150 customers having experienced travel services in Vietravel to gain an an overview of the current status of digital marketing activies in this company and factors affecting digital marketing activites in Vietravel JSC.

All the factors were measured using a five-point Likert scale where 1 was

strongly disagree and 5 was strongly agree. Besides, other questions were

designed in the format of Multiple choice, Check box, and Short answers. Except for the short answer question, which was about the suggested measurements of the survey participants, all others are compulsory.

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After the first draft was completed, it was sent to 5 customers to gather their comments and feedback. After that, the questionnaire was edited and then delivered to 150 objects mentioned above in one week.

Because the customers of Vietravel spread across Vietnam and even including international base, the survey was conducted online through email and Zalo. The researcher also asked for the help of several sales staff, who usually

worked directly with customers.

Data gathered through the survey was converted into Google Sheet, then analyzed and organized in form of bar charts, pie charts, and tables.

It is noticeable that all the responses recorded are acceptable. There are no situations in which participants miss some of the questions or select the same

answer for all of the options.

7. Research structure

The research comprises of four main chapters:

Chapter 1: Introduction of the company — includes general and specific information of Vietravel—-Vietnam Travel & Marketing Transports Joint Stock

Chapter 2: Theoretical framework — provides literature review and proposed research framework

Chapter 3: Findings and discussion — contains the analysis of data collected Chapter 4: Recommendations — proposes some useful suggestions for

solving the problems

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CHAPTER 1: INTRODUCTION OF THE COMPANY

This chapter reviews the overview of Vietravel including mission, vision, its services and products and its organizational structure

1.1 General information

Vietravel's full name is Vietravel - Vietnam Travel & Marketing Transports Joint Stock Company, and its tax identification number is 0300465937. The company was established on December 20, 1995 , as the Ministry of Transport's Transport Marketing and Tourism Company. The company officially changed its

name to Vietnam Transport Marketing and Tourism Joint Stock Company on

January 1, 2014. (Vietravel). Vietravel's head office is located at No.190 Pasteur, Vo Thi Sau Ward, District 3, Ho Chi Minh City- the largest metropolis of Vietnam, with domestic branches in Hanoi, Hai Phong, Quang Ninh, Quy Nhon, Nha Trang, Da Nang, Quang Ngai, Quang Nam, Lao Cai, Phu Quoc, and

representative offices in the United States, France, Australia, Cambodia,

Thailand, and Singapore. Vietravel began to enter the OTA market, in addition to the tourism sector, with an investment in the start-up project TripU and the establishment of the travel airline Vietravel Airlines.

Vietravel Company has been a leading provider of travel services in Vietnam for over 25 years. Their deep knowledge of the local area and experienced staff have helped them to become Asia's Leading Tour Operator. They offer a wide range of tour packages, allowing guests to explore the beauty and culture of Vietnam in an efficient and convenient way. With their high-quality services, Vietravel has become one of the most reliable choices for travelers looking for an unforgettable experience in Vietnam.

1.2 Further information

Vietravel Holdings has made its mark with the message "Enhance the value of life" after 26 years of sustainable development. We always strive for three values: new value, trust value, and outstanding value. Vietravel Holdings' business development strategy for 2030 focuses on creating a diverse ecosystem

with three major fields: travel, air transportation, and trade in services. And

gradually evolves into a multi-industry investment and business corporation capable of competing in the regional arena. In any field, the group serves as a

trailblazer, influencing consumer trends. Mission

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Vietravel strives to make each journey enjoyable for its guests. Vietravel wishes to accompany tourists on their journeys and to create good values. Vietravel confidently achieves its business objectives by distinguishing itself through three brand attributes: professionalism, sublimation values, and added

Vietravel's core product as a travel organizer is to get customers to the places they want to go. Customers can update information and tour details in a variety of ways, from online to offline. Customers can quickly contact Vietravel via their website: www.vietravel.com, consult directly via hotline: 1900 1839, or come directly to transaction offices to register for a tour.

Sublimation values

When customers travel, it is more than just going to a new place, taking

pictures, and sightseeing; at Vietravel, it also gives customers exceptional

emotions when crying, laughing, sharing, and contributing to the lands - where visitors visit. When you see the children where you come with full smiles in warm winter coats, and the elderly find the light from their contributions during

the trip, Vietravel has made your trip more special. The trip will become so much

more meaningful not only for discovering a new land, but also for having life-changing experiences.

Added values

Coming to Vietravel means not only traveling but also adding value to make the journey more meaningful. For instance, Vietravel provides sightseeing tours to local people's cultural villages in order to provide useful information about handicrafts, porcelain, ceramic villages, and so on to its visitors in order to help them understand more about the national culture - cultural traditions are increasingly being lost due to the onslaught of technologies. Furthermore, the organization of visits here contributes to the preservation of national culture, as craft villages are in danger of being lost with the advent of modern machines.

Vietravel’s subsidiary brands

Vietravel is a leading travel company in Vietnam, owning and operating

an impressive portfolio of subsidiaries. Its subsidiaries are well-known commodities in the Vietnam travel industry, offering a range of products and services. With more than a dozen subsidiaries, Vietravel can cover almost every aspect of the travel industry including hotels, airlines, buses, cars and boats.

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From luxury cruises to budget packages and adventure tours - Vietravel can provide you with everything you need for your perfect holiday in Vietnam. The company is also involved in corporate events and meetings as well as organizing conferences and conventions. Vietravels subsidiary brands are committed to delivering first class services to their customers with respect for their culture and

In 2022, Vietravel signed a tourism development cooperation agreement with Ha Giang, Tuyen Quang, Hanoi, Ninh Binh, Quang Ninh, Nghe An, Thua Thien Hue, Khanh Hoa... with the goal of assisting businesses and localities in

the process of development and recovery following the pandemic. Promotional activities and events, such as the Ho Chi Minh City Tourism Festival, Nha Trang Beach Tourism Festival, Ban Me White Night Festival, Bac Lieu Culture -Tourism Festival,..., provide an opportunity for Vietravel to respond to and

spread the potential of exploiting local tourism products in 2022.

In 2022, Vietravel not only maintained customer trust and the top interest of domestic and international investors, but also made an impression on the

tourism market in Vietnam and the Asia region. Vietravel has been well-deservedly honored through domestic and international awards, including the 6th

consecutive time winning the title of "Vietnam National Brand" and the 10th consecutive time for World Travel Awards, and is the only representative of

Vietnam with 6 consecutive wins at an important world-class award in the

category of "World's Leading Package Tour Operator".

1.3 Main products and services of Vietravel

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Lf SAN PHAM - DICH VU `

Vietravel JSC is one of the leading travel companies in Vietnam, offering a wide range of tour packages that have been carefully researched based on a variety of factors such as target market, needs, and customer preferences. Because tourism products are easy to imitate and difficult to distinguish, Vietravel places a high value on the highest possible quality in each of its products.

13.1 MULCE tourism

Vietravel has been a leading player in the Vietnam travel and marketing industry for years. It provides comprehensive services, ranging from leisure and business travel to destination management. The company’s M.I.C.E service, in particular, stands out due to its extensive knowledge of the country’s attractions,

venues, and hotels.

M.I.C.E stands for Meetings, Incentives, Conferences, and Exhibitions and is a lucrative part of the global tourism mix. Vietravel offers tailored packages specifically designed to promote an ideal destination that meets all the

needs of business travelers. This includes carefully crafted itineraries that include planned activities such as team-building exercises or sight-seeing opportunities; liaising with local venues; arranging transport; providing experienced guides; coordinating catering; plus more.

1.3.2. FIT tourism

Vietravel is a Vietnam-based travel and marketing company that provides

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a range of services to Free Independent Travelers (FITs). FITs are travelers who

plan their own trips and prefer to travel alone or in small groups. Vietravel

provides services such as ticket booking, accommodation arrangements, tour

packages, car hire, and visa processing. With its extensive network of partners

across Vietnam, Vietravel offers customized solutions for FITs to help them enjoy their trip with no hassle. It also offers various promotional activities and loyalty programs for its customers.

13.3 Trip U

On November 26, 2019, Vietravel has invested in and released Trip U, the first full travel service application in Vietnam. Trip U provides consumers with a

comprehensive travel experience, from booking hotels and buying super-saving airline tickets to exclusive tours via the app to tourist visa service, electronic wallet for overseas payment. With its easy-to-use interface and convenient features, Trip U is sure to make traveling easier for everyone.

The application is powered by Vietravel’s expertise in the industry, offering customers a range of services such as hotel deals, transport options and exclusive tours. With Trip U, users can book flights and hotels with ease, find great deals on transportation and tour packages, as well as get travel tips from experienced guides. This makes it much easier for travelers to plan their trips

effectively while saving time and money.

1.3.4. Inbound tourism

Vietravel offers the best services for exploring Vietnam and other Southeast Asian countries at affordable pricing. Their goal is to provide travelers with a unique and memorable experience while they explore the culture and history of Vietnam. With their experienced guides, a wide range of customizable packages, and excellent customer service, Vietravel guarantees a stress-free journey to discover the wonders of Southeast Asia.

Vietravel provides a variety of options for travelers, from budget-friendly accommodations to luxury stays. They also offer special packages for families, couples, or solo adventurers so that everyone can find something that fits their needs. Moreover, Vietravel offers customized itineraries based on individual preferences so that each traveler can make the most out of their trip.

As Asia's Leading Tour Operator and the Largest Travel Company in Vietnam, Vietravel has established an efficient and professional network of dedicated local providers in the industry, allowing our company to provide excellent services to our customers.

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13.5 Transportations

Vietravel is a leading transportation service provider in Vietnam. It has its

own fleet of vehicles, ranging from four-seater sedans to 45-seater coaches. Vietravel offers the best and most reliable transportation services for travelers

around the country. The company also provides various other services such as airport transfers, hotel transfers, and sightseeing tours. In addition, Vietravel also offers special packages for corporate events and large groups. With its wide range of vehicles, Vietravel ensures that customers get the best value for their money when they choose to travel with them.

Vietravel Airlines

The Prime Minister agreed to establish Vietravel Airlines in accordance with the decision on 03/04/2020 on approving the investment policy. Thus, this is an airline founded during the pandemic season, when the tourism and airline industries are experiencing difficulties and revenue decreases as a result of Covid-19.

Vietravel Airlines is a new tourism-related airline brand that provides domestic and international air transport services throughout Asia, helping to improve Vietnam's air transport capacity and travel tourism industry. Vietravel Airlines aims to be a new generation airline affiliated with tourism, primarily operating passenger routes in the form of charter flights, contributing to increased transport capacity and encouraging tourism's long-term growth. With its competitive fares, the airline aims to make air travel accessible to more people by providing an affordable yet reliable service.

Vietravel Airlines is dedicated to providing a safe, comfortable and enjoyable flight experience for all passengers. It promises to provide superior customer service and has invested in the latest technology to ensure that your flight is as smooth as possible. Through its efficient transportation network,

Vietravel Airlines will offer convenient connections between major cities across

Vietnam and around the world.

1.4 Organizational structure

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Figure 1.3. Vietravel Joint Stock Company’s organizational structure

The Board of Directors is the highest level of management in any company, and is responsible for making strategic decisions that guide the Vietravel's

mission and vision. This board oversees the organization as a whole and its

individual departments, ensuring that all operations are aligned with the company's goals. The board also makes sure that policies are followed and regulations enforced. Additionally, the Board of Directors is responsible for evaluating performance metrics and financial results to ensure that Vietravel remains profitable.

A well-structured organizational setup is essential for the success of any travel company. The organizational structure of a travel company entails how each department works together to meet a common goal and provide the best travel services. Each department has its own distinct function and mission, but they must always work in cooperation to achieve maximum efficiency. With this

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kind of organized infrastructure, it becomes easier to plan, develop, and manage

operations as well as customer service efficiently. By focusing on the core competencies of each department, a travel company can ensure that all departments have their respective roles and responsibilities met in order to provide high-quality services.

Marketing Department in Vietravel Company

Vietravel - Vietnam Travel & Marketing Transports Company is a leading travel and marketing company in the country. It is essential for them to have an effective marketing strategy in order to remain competitive in the market. The Marketing Department of Vietravel plays a crucial role in helping this company reach its goals and objectives.

Vietravel Company's Marketing Department is experienced and highly qualified, specializing in two distinct areas: the domestic market and the foreign

market. They are in charge of market research, propaganda, advertising, tourism

and culinary market participation, and developing relationships with travel companies in order to send guests. This is the department that deals with customers directly, shaping the company's image in the eyes of customers and

other objects.

The Marketing Department is constantly striving to ensure that the

company's products and services reach the right audiences in the most efficient

way. They are able to create strategies that help promote Vietravel's products and

services to potential clients both at home and abroad, as well as evaluate the effectiveness of a tourism product launched by the company, due to their extensive knowledge of both local and international markets.

The Marketing Department works closely with other departments, particularly the company's Guidance Department, to determine customer needs in terms of psychological characteristics, preferences, and so on, and to offer the best method to serve customers, particularly the company's familiar customers.

The role of the Vietravels Digital Marketing section in service promotion is

critical. They are in charge of creating visually appealing presentations for

customers. Their goal is to give customers a positive website experience, making

it easier for them to find the services they require and gain trust in the company. They must also ensure that all information on the website is up to date and

accurate so that customers can make informed travel decisions. They provide customers with an enjoyable online experience by leveraging modern

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technologies such as Al-driven content optimization or automated marketing campaigns.

Moreover, The Digital Marketing team also uses SEO and SEM to increase the visibility of the Vietravel website in search engine tools such as Google. Vietravel can showcase its services and reach out to more people with their offers using these strategies. Vietravel's Digital Marketing section also assists the company in building customer trust by providing quality content that is both informative and relevant. It also aids in the development of effective campaigns that produce positive results for the company. By leveraging data-driven insights and technology, Vietravel's Marketing Department is able to create strategies that help them stay ahead of their competitors and increase their market share.

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CHAPTER 2: THEORETICAL FRAMEWORK

This chapter will provide general information about digital marketing such as its definition, advantages, disadvantages and types. Besides, it also consists of the factors affecting the effectiveness of digital marketing services and an overview of the proposed research framework

2.1 Digital marketing

2.1.1 The definition of marketing

Marketing has changed dramatically over the last few decades as a result of technology's ability to evolve and adapt quickly. Marketing and sales definitions have evolved to include a broader range of concepts other than advertising and customer service. As more people become involved in the marketing process, it is critical to accurately define it and account for all of its various facets. This has sparked much debate among researchers, with some believing that the core

marketing concept is no longer applicable and others believing that it is. These

changes, however, have caused marketers to reconsider their strategies and tactics for using digital tools and campaigns in their marketing efforts.

Marketing is defined as the practice of using a variety of services to facilitate successful transactions between buyers and sellers. Its primary goal is to ensure

that products or services are transferred as efficiently and effectively as possible. In 1925, Brown defined marketing as the process of transferring goods from producer to consumer via commercial channels. Although Brown's definition encompassed the primary goal of marketing, it was likely to disregard physical distribution actions at many points in favor of focusing on one side: the marketer. Marketing was also defined as all business activities involved in the flow of

goods and services from producer to consumer, with the exception of those that involve the changing of form, according to Maynard, Weilder, & Beckman in 1932. Furthermore, Clark attempted to define the marketing process in the same year, claiming that it involves both mental and physical aspects - mental, in that sellers must know what buyers want and buyers must know what sellers have to sell - and physical, in that goods must be physically moved to the places where they are wanted by the time they are wanted. (Clark, 1932, p.1)

Marketing has a slightly different meaning in business than it does in terms of social order. Despite the fact that an American Marketing Association committee defined marketing as "the execution of business activities that guide the flow of products and services from producer to customer or user," there is

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still considerable disagreement about what business activities are included in

marketing. Moreover, the definition fails to mention other ways to manage

marketing activities. Additionally, in 1953, Duddy and Revzan advanced these marketing activities to a new level to illustrate it as a "process" rather than a mixture of actions as an American Marketing Association committee's

description. The term "process" implies activity—coordinated groupings of actions with a defined goal—the goal being to transport items from places of production to points of final use, not merely physically but in such a way as to

maximize customer needs (Duddy &Revzan, 1953, p.6).

The concept of relationship marketing has evolved over the last few years. One definition was that marketing was regarded as the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational

objectives (1985, AMA Definition of Marketing). In the next few years, the

American Marketing Association (2013) added that marketing is the activity, collection of institutions, and procedures for developing, conveying, delivering,

and exchanging offerings of value to customers, clients, partners, and society as a whole.

To sum up, marketing is a dynamic field of study that has evolved to

encompass a range of activities and definitions expressed by various authors in various circumstances, each highlighting a particular component of marketing. It is an important aspect of the business process since it allows organizations to

build relationships with customers, recognize their requirements and desires, and ultimately link it to the company's profitability. Knowing the different facets of

marketing can assist firms in making informed decisions about how to approach their target market. All of these factors must be considered to ensure that marketers and salespeople are working effectively toward their objectives. As a result, a new field known as digital marketing has emerged as its own discipline

and domain.

2.1.2 The definition of digital marketing

The advancement of digital marketing is inseparable from the

advancement of technology. The evolution of communication channels in the digital age is a challenge for many businesses, but particularly for the communications and marketing industries. Companies began to prefer online techniques such as database marketing over limited list brokers. This type of

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database enabled businesses to track customer information more effectively,

transforming the buyer-seller relationship. According to Rangaswami and Gupta

(2000), marketing digitalization is a transitional period in the history of communication. Besides, Jung (2009) pointed out that changes in technology and consumer behavior have always been the primary drivers of change in marketing tactics.

The term digital marketing or online marketing can be defined

differently from various scholars’ opinions as its formation seems to be an intricate and constant procedure. It has emerged as the newest fad in the field of PR and marketing. However, there are still specific common aspects in the

different understandings of this term. Numerous academics have debated the role

of digital marketing over the last decade. Initially, it was assumed that digital marketing would primarily serve as a means of more precisely meeting the needs of customers, as represented by Parsons, Zeisser, and Waitman's statement (1996). Furthermore, Kiani (1998) defined digital marketing as new technologies that enable marketers to manage their websites and achieve their objectives.

Since the 2000s, the evolution of digital marketing has substantially

altered how brands and organizations use technology for marketing. However, in

the 20s, digital marketing’s definition was likely to be quite simple when being defined as a powerful marketing vehicle for companies to achieve success (Song,2001). According to Chaffey in 2009, this involves using digital technology to achieve goals such as building an audience, enhancing brand recognition, and generating leads. In the next few years, Chaffey (2013) added that the role of digital marketing would be to assist marketing operations in order to improve customer knowledge by meeting their demands.. Additionally, Kotler and Armstrong (2009) defined digital marketing as a sort of direct marketing that electronically connects customers with sellers through interactive technologies such as email, websites, online forums, interactive television, cellular

communications, and so on.

Digital marketing, in the opinion of Pieiro-Otero and Martnez-Rolán

(2016), is an extension of conventional marketing strategies on the Internet.

Through digital marketing, customers can easily and quickly access products and services, form opinions about them by comparing similar products and thus speed up the purchasing process. This definition emphasizes the importance of communication while highlighting measurement and integration as the strategic

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foundations for each marketing technique. Many academics, however, would struggle to distinguish between Internet marketing and digital marketing. To be more specific, is often considered a synonym for Internet marketing , which is a misconception. Digital marketing encompasses any marketing activity that occurs on technological devices, whereas Internet marketing is just one of many ways to reach a client.

2.1.3 Characteristics of digital marketing

Organizations can benefit greatly from the development of digital marketing strategies. Businesses can gain economic value through collaboration with stakeholders, customers, and employees through digital marketing (Purkayastha & Sharma, 2016). To reduce the likelihood of failure, grow their business, and become more profitable, business leaders must incorporate digital marketing strategies into their business plans. It is important to assess whether a certain product or service may be employed in digital marketing. Digital marketing based on technology must emphasize the values, benefits, and opportunities provided by the digital world in contact with the client. People in charge of marketing operations must understand the digital reality and focus on new principles of market contact in order to increase their market share and succeed in a chaotically changing environment. The diagram below depicts six aspects of marketing and digital media.

Ubiquitous connectivity - A society, particularly youth and children, is accustomed to the simultaneous use of multiple devices such as laptops, smartphones, PCs, or televisions. As a result, marketers use their activity to gather demographic and geographic information while developing a campaign. The issue is recognized by researchers, who are unable to identify interactions of those media users with marketing.

User-generated content - Digital technologies enable marketing professionals to create content related to a brand, product/service, or advertisement. As a result, recipients are not apathetic to communications aimed at them. Content created in the digital world using various techniques encourages recipients to participate in marketing communications. Enterprises typically create content using a pre-prepared template. In practice, this means that the message sender is willing to encourage recipients to create content on their own,

from which they can derive information about the interests of their creators,

which can then be used to create communications for a specific target group.

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Personalization - By monitoring and collecting data on Internet users, for

example, through various applications, digital marketing can create personalized communications that are also based on individual preferences. All consumer information is obtained from a well-managed CRM system or cookies. Because of such information, any brand can communicate with a potential recipient not only via the Internet but also via mobile phones. Personalization changed the nature of transactions, as perceived by customers, from mass to individual.

Social graphs - Primarily created by social portals - form a network of mutual relationships between users. As a result, emerging social networks may be used for promotional purposes in digital marketing. Furthermore, a marketer can see the size and depth of relationships between users thanks to social platforms. Because of these networks, individuals can create a psychological portrait, dividing users into groups.

Immersive environments - Available multimedia applications and

interactive games immerse their users in a virtual world where marketing professionals promote their products/services. It is true that interactions in the virtual world are based on actual experiences. The increased use of virtual reality presents an argument for a total focus on communicated content in digital

2.1.4 Advantages of digital marketing

Utilizing digital marketing enables companies to better connect with their

clients, respond to their needs and expectations, and be more adaptable to changes in the external environment. The following chief benefits of this kind of

marketing make all of this possible:

Interactivity at a high level enables interactive communication with consumers, making it more responsive to their understanding and expectations for seeking and receiving information. In turn, interactive communication opens up possibilities for creating a dynamic environment, changing space, specific navigation based on user preferences, dynamic design, use of top-level special computer code, mobile technologies, and continuous innovation. Things change

with each visit, depending on his or her skills, system information, and

knowledge of his or her interests and orientation. This, in turn, allows for the use of a variety of novel and intriguing approaches to attracting and retaining consumer attention.

Overcoming geographical barriers and limitations in marketing activities

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digital marketing enables businesses to successfully communicate with their customers, sell their products and services, and find new business partners anywhere in the world in real-time.

A high degree of measurable marketing results - when conducting traditional advertising campaigns, the registered results are frequently unclear and inaccurate, and do not indicate whether funds are spent efficiently, whereas the results of digital campaigns are easily and accurately measurable (using modern statistical tools) and available in real-time. They enable marketers to

track and analyze consumer behavior as well as create consumer profiles.

A high degree of personalization of advertising messages - Using collected

online consumer information, individual offers can be created, adding value to

them and responding to their needs and desires as precisely as possible in order to increase consumer satisfaction.

Facilitates user communication and interaction - Through various platforms such as social networks, web applications, or websites, users can ask questions and receive immediate answers. As a result, businesses can communicate directly with their current and prospective customers, establishing trust and gathering feedback on the products and services they provide (Krasnov,

Chargaziya, Griffith, and Draganov 2018).

2.1.5 Disadvantages of digital marketing

In order to develop effective marketing strategies, businesses must have a thorough understanding of both the benefits and drawbacks of information and

communication technologies.

One of the most significant disadvantages of digital marketing is that it exposes businesses to competitors, making them an "open book" for them. This is due to the ease with which rival businesses can replicate digital marketing campaigns. They can imitate corporate identities such as trademarks and logos to deceive customers and gain market share. Furthermore, they can easily mislead customers by providing false information about goods, services, or brands, which can harm a company's reputation and lead to customer outflow.

To build relationships with customers you don't see in person, you need to

understand the psychology of online consumer behavior. However, when developing digital marketing campaigns, marketers frequently fail to consider this and instead rely on traditional consumer psychology. As a result, efficiency suffers because it fails to account for the unique characteristics of consumer

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behavior and the relationships formed online.

Lack of consumer trust - The use of technologies in digital marketing campaigns that track and collect data from online users raises privacy concerns, including the security of those users' personal information. One of the most significant challenges for the advancement of digital marketing is that as a result, people have a strong aversion to this type of marketing and frequently decline to participate in such events. As a result, the issue of online trust and how it affects digital marketing strategies is gaining prominence and has been the subject of extensive scholarly research.

While digital marketing relies heavily on technology and techniques, it can also result in a number of technical errors because the information and communication tools provided by digital marketing are not faultless. It is common for the technical solution to fail and produce incorrect results, leading to

the failure of the marketing campaign. Broken links, promotional messages or

websites that load slowly or not at all, inoperative buttons for paid advertisements, statistical analysis tools incorrectly processing information, and

many more are examples.

2.1.6 Digital marketing channels

Digital marketers are in charge of increasing brand awareness and lead

generation through all of the company's digital channels, both free and paid.

Social media, the company's own website, search engine rankings, email, display

advertising, and the company's blog are among these channels. The digital marketer focuses on a different key performance indicator (KPI) for each channel

so that the company's performance can be properly measured across all of them. Search Engine Optimization (SEO)

The process of optimizing a website so that it "ranks" higher in search engine results pages, increasing the amount of organic (or free) traffic to your website. Websites, blogs, and infographics are among the channels that benefit

from SEO. The goal of Search Engine Optimization (SEO) is to connect the

target audience and the web page via search engines. In other words, it has to do

with being on top of the list of search results. The majority of search engine

revenue is generated by SEO in the online advertising sector. Investments in optimization provide companies with immediate profits. In short, SEO aids in the listing of search engine results and attaining a position at the top of the list (Xing and Lin, 2006).

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Affiliate marketing

A type of performance-based advertising in which you are compensated for promoting the products or services of others on your website. Affiliate marketing is a performance-based marketing strategy that compensates publishers who refer customers to you. Conversions, such as sales, leads, or promotions, can be used to measure performance. You might be interested in

participating in the affiliate programs offered by various publishers. The

publishers will essentially give you space on their pages to promote your business and drive conversions, and you will pay them according to the compensation model. You could use an affiliate network, which will provide you with a large number of publishers as well as additional benefits such as tracking and reporting technology. Affiliate marketing can greatly benefit startups by increasing traffic to their website via popular websites. Hosting video ads

through the YouTube Partner Program and posting affiliate links from your

social media accounts are two affiliate marketing channels. Social Media Marketing (SMM)

The process of attracting customers to related websites through the use of social media items. The primary goal of this type of marketing is to promote brands, products, and services by soliciting customer feedback and recommendations. Recently, social media has been used extensively as a

marketing channel. Marketers are also interested in these networks because they

contain personal information about users. Social media marketing channels

include Facebook, Twitter, LinkedIn, Instagram, SnapChat, Pinterest, and

Search Engine Marketing (SEM)

A comprehensive strategy for promoting your company's website, primarily through paid advertising. As a result, it is also known as paid search marketing. SEM is a vast and intricate field. Depending on the structure of your business, you can choose a PPC (pay-per-click), CPC (cost-per-click), or CPM

(cost-per-thousand impressions) model. There are various platforms for SEM. By far the most popular are Google Ad Words (on Google Network) and Bing Ads (on Yahoo Bing Network). SEM also includes Display Advertising, Search Retargeting & Site Remarketing, Mobile Marketing, and Paid Social Advertising. Mobile Marketing

All marketing activities carried out using mobile devices are included in

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