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Hoàng Thanh Xuân

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<b>Defining the problemDefining the problem</b>

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<b>Background information</b>

<b>Company profile</b>

<b>Company Name: Bestprice Travel Company</b>

<b>Services: provide tours, hotel booking, flight bookingCustomer: domestic and international tourists</b>

<b>Founded time: 2010</b>

<b>Locations: Ha Noi, Ho Chi Minh City, Hai Phong</b>

<b>Mission: providing a variety of tours according tocustomer requests to promote Vietnamese culture,history and image to foreign tourists</b>

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<b>Background information</b>

<b>Through research and evaluation of thetourism potential of a number of famouslandmarks, aims to choose suitable tourist</b>

<b>customers when experiencing the service.</b>

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<b>Evaluating the company with SWOT</b>

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<i><b>Current position: BestPrice is a top travel company in Vietnam,</b></i>

<b>known for delivering secure and budget-friendly travel experiences.Service quality: variety of tours, well-trained staff,...</b>

<b>Reputation: having close relations with prestigious airlines andresorts: Vinpearl, FPT,...</b>

<b>Achievements and awards: 13 years of experience, “ExcellentTravel Company” from Tripadvisor, “Top 10 Famous Brand”,“Vinpearl's Best Growth Partner” in 2017,...</b>

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<b>SO T</b>

<b>Information quality: The usefulness of the information on thewebsite for customers is limited, most of it is promotingBestPrice's services.</b>

<b> Finance: Except for tour costs and relatively reasonable hotelbooking costs, air ticket booking costs are still a bit highcompared to neighboring travel companies.</b>

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<b>The strong growth of mass media: Travel companies canharness the power of mass media for promotion and advertising.</b>

<b>The increasing popularity of cultural and historical tours:Creating unique and educational experiences can add value tothe tourism product.</b>

<b>Increased travel demand Post-Covid-19</b>

<b>Government policies encouraging tourism development</b>

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<b>Intense competition among travel companies: can lead toreduced profitability and impose price competition pressure.</b>

<b>Impact of climate change, natural disasters: the risk of tripcancellations, potentially affecting the safety of bothcustomers and employees.</b>

<b>Underdeveloped tourism infrastructure, failing to keep pacewith tourism growth: impact the traveler's experience andpose difficulties in promoting destinations.</b>

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<b> Problem analysis^{Problem analysis}</b>

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<b>PROJECTGOALS</b>

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<b>DEFINING THE PROBLEM</b>

<b>To generate short-term and long-term goals for the</b>

<b>development of tour project based on SMART evaluation</b>

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<b>Developing alternatives</b>

<b>Setting general goals</b>

<b>Long-term goals</b>

<b>Short-term goals </b>

<b>Spreading Vietnam's Culture and History to International Friendsthrough Tourism Promotion Strategy.</b>

<b>Preserving and promoting Vietnam's historical and cultural values overthe next 10 years.</b>

<b>Increase website traffic for the tourism page by at least 20% in 2024.Enhance the quality of services.</b>

<b>Organize at least 10 tours (each with 20 participants) during the peaktourism month (July) in 2024.</b>

<b>Innovate and diversify tours, expand experiential tourism models.</b>

<b>Improve the quality of human resources through organizing trainingand evaluation for employees.</b>

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<b>Evaluating and specification of project goals</b>

<b>Spreading Vietnam's Cultureand History to International</b>

<b>Friends through TourismPromotion Strategy.</b>

<b>Enhance the promotionstrategy on the history andculture of Vietnam to at least</b>

<b>5 different countries (Asiaand Europe) in the next 3</b>

<b>Preserving and promotingVietnam's historical and</b>

<b>cultural values over the next10 years.</b>

<b>Build and sustain at least 5projects for the preservation</b>

<b>of important historical andcultural heritage sites over</b>

<b>the next 10 years.</b>

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<b>Evaluating and specification of project goals</b>

<b>Innovate and diversify tours,expand experiential tourism</b>

<b>Improve the quality ofhuman resources through</b>

<b>organizing training andevaluation for employees.</b>

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<b>Evaluating and specification of project goals</b>

<b>Increase website traffic forthe tourism page by at least</b>

<b>20% in 2024.</b>

<b>Enhance the quality ofservices.</b>

<b>Organize at least 10 tours(each with 20 participants)</b>

<b>during the peak tourism</b>

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<b>Make a decision </b>

<b>Long-term goals:</b>

<b>Enhance the promotion strategy on the history and culture of Vietnam to</b>

<b>at least 5 different countries (Asia and Europe) in the next 3 years.</b>

<b>Build and sustain at least 5 projects for the preservation of importanthistorical and cultural heritage sites over the next 10 years.</b>

<b>Short-term goals: </b>

<b>Increase website traffic for the tourism page by at least 20% in 2024.</b>

<b>Enhance the service quality rating from 4.5/5 to 4.8/5 within a period of 2years.</b>

<b>Organize at least 10 tours (each with 20 participants) during the peaktourism month (July) in 2024.</b>

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<b>III. Choice of city/town (among the five options)</b>

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<b>Geographical location and climate: Assess the climate suitability for tourism and examine thegeographical location's impact on travel.</b>

<b>Infrastructure: Provide information on the quality and quantity of infrastructure (technical,transportation, etc.) available to support the tourism industry.</b>

<b>Tourism resources: Prioritize locations with diverse and unique tourist attractions, activities,and engaging experiences to optimize the travel itinerary.</b>

<b>Culture and Society: Give preference to places with unique cultural aspects while ensuringsafety and security for tourists.</b>

<b>Services: Evaluate the range of services (accommodation, entertainment, dining, tourservices) in each area to meet the needs of tourists.</b>

<b>Problem definition</b>

<b>Choose 1 of 5 destinations: Hanoi, Hue, Sapa, Hoi An, Ho Chi Minh to promote Vietnamese cultureand history to foreign tourists.</b>

<b>Criteria for evaluation:</b>

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<b>2. Source</b>

<b>2.1 Human resources</b>

Mr. Doan Van Huong, Chairman of the People's Committee of Lao Cai province, shared that the sharp increase in the number of tourists to Sa Pa after the inauguration of the Noi Bai - Lao Cai expressway has posed urgent requirements in management. management and tourism development for Sa Pa district in particular and Lao Cai province in general.

Director of Hanoi Department of Tourism Tran Duc Hai affirmed that the Capital's tourism industry continues to affirm its role and position as a large economic sector, with stable growth rate, increasingly expanding scale of operations,

contributing effective in transforming the city's economic structure.

Ms. Nguyen Ngoc Anh, Huong Tra Town shared: "... now returning to Thuan An beach and quite surprised by the very spacious and clean beach area. Roads leading to the sea have been invested, parking lots are spacious, shops are

arranged neatly, creating an airy space for people and tourists to roam and swim."

Vice Chairman of the People's Committee of Quang Nam province Ho Quang Buu said that in recent times, Hoi An has invested in building and upgrading a number of key cultural institutions, children's play areas, and exercise fields. sports, public spaces, rest stops...

Kieu Duyen (30 years old), a female office worker on Nguyen Dinh Chieu Street (District 3, Ho Chi Minh City), said that she has been traveling "on the spot" since she was a student. When she first came to Saigon, Duyen often went to visit famous cultural, culinary and entertainment spots.

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Geographic location and

- Hanoi is the center for receiving and

distributing tourists to the Northern tourist areas and other regions and regions in Vietnam's

territory as well as to countries in the region.

- Four-season climate brings diverse experiences to visitors.

- The annual average temperature is 23.6 °C.

- Unpredictable weather can easily cause illness in tourists

- Architectural works are preserved and developed: Old Town, One Pillar Pagoda,...

- The technical infrastructure system is increasingly improving

- Growing transportation network: highways, bridges, and public transportation,...

- Having difficulty solving the problem of air pollution and increased traffic. - Infrastructure is not synchronized between regions.

<b>3. Analyze 4 options based on the above criteria</b>

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<b>Tourism resources</b>

- Owning many craft villages, along with unique cultural festivals.

- The architectural works are among the best in the country such as buildings and theaters that have existed since the French colonial period - Diverse and rich cuisine, containing the

quintessence of Vietnamese cuisine

- Tourist destinations can be overloaded during the peak tourist season, making

management and tourist experience difficult. - Due to the impact of time, ancient buildings are gradually deteriorating.

<b>Culture and Society</b>

- Convergence of traditional and modern

culture with many values, rich in identity and unique humanity.

- Friendly community, good security level, developed society.

- Urban development in Hanoi is stronger than in other regions, affecting traditional cultural identity, and some social security issues can affect the tourism experience.

- Diverse means of transportation and convenient ride-hailing service

- Hotels and shopping centers meet standards, bringing the best experience

<b>3. Analyze 4 options based on the above criteria</b>

Hanoi

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Geographic location and

- Sa Pa is located at an altitude of 1500m above sea level so the temperature is always cool all year round.

- The average annual temperature is 22.4°C - One of the few places in Vietnam with snow.

- Sapa has rugged terrain

- There is Noi Bai - Lao Cai highway, convenient for travel

- Accommodation facilities are built and

upgraded to meet the increasing demand for accommodation of tourists.

- Systematic and synchronous like the Sun World Fansipan Legend complex,...

- Infrastructure in some areas may be limited and cannot meet the needs of tourists for accommodation, dining or other amenities.

<b>3. Analyze 4 options based on the above criteria</b>

Sapa

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Tourism resources

- Unique natural scenery: Mountains, waterfalls and terraced rice fields

- Traditional cultural activities are preserved, especially market days.

- The cuisine retains the characteristic fresh taste of the ingredients grown here.

- The number of historical relics is limited

<b>Culture andSociety</b>

- Home to many ethnic groups, Sa Pa has a diverse culture and rich identity.

- Friendly people, enthusiastic welcome to visitors.

- Accommodation services in Sa Pa are very developed and diverse.

- Tours to explore nature, culture and local life - Reasonable travel and sightseeing costs

- Price compression still occurs in some places

<b>3. Analyze 4 options based on the above criteria</b>

Sapa

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- The climate is temperate, with interference between the Northern and Southern climates. - The average annual temperature is 25.1 °C.

- During the summer, temperatures can rise, making it difficult to visit and travel for long periods of time.

- Floods and landslides occurred in some areas due to heavy rainfall.

- Located on the trans-Vietnam road and rail transport axis, with roads to Laos and Northeast Thailand, adjacent to major tourist centers in the South and North Central regions.

- Phu Bai Airport

- The infrastructure system is developing rapidly, especially accommodation infrastructure, cultural infrastructure,...

- There is a lack of quality amenities for rest and accommodation or

necessary services.

Hue

<b>3. Analyze 4 options based on the above criteria</b>

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<b>Tourism resources</b>

- Many tangible and intangible heritages are recognized by UNESCO.

- Poetic and charming natural landscape.

- Cuisine is rich in Hue traditions and is a blend of Central culinary styles.

- The deterioration of cultural and

historical relics and slow maintenance and restoration of royal construction systems

<b>Culture and Society</b>

- Hue culture also preserves a system of royal

performing arts associated with scholarly, religious and folk performing arts.

- Hue people are friendly, gentle, and enthusiastically welcome tourists.

- Convenient car rental and tour services

- Tourism services, especially types of eco-tourism and experiential tourism are being developed.

- Providing many types of accommodation from high-end hotels to traditional motels

- Current pick-up services in Hue are not suitable

- Entertainment services are not yet diverse and rich

<b>3. Analyze 4 options based on the above criteria</b>

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Geographic location and

- Located on the "Central Cultural Heritage Road" including: Hoi An - My Son - Hue

- The location adjacent to the East Sea and Cu Lao Cham island cluster creates tourism

- The average temperature in Hoi An is 26.1°C

- Located in an area affected by storms and floods.

- The transportation system is being upgraded: Da Nang International Airport near Hoi An, North-South railway with the main road from Chu Lai port to Da Nang - Quang Ngai highway

Some areas in Hoi An ancient town have narrow and limited terrain,

making it difficult to expand

infrastructure and meet tourism needs.

<b>3. Analyze 4 options based on the above criteria</b>

Hoi An

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Tourism resources

- Unique natural scenery: Mountains, waterfalls and terraced rice fields

- Traditional cultural activities are preserved, especially market days.

- The cuisine retains the characteristic fresh taste of the ingredients grown here.

- Degradation of cultural and

historical relics, slow maintenance.

<b>Culture andSociety</b>

- Hoi An culture is the harmony of three ancient cultures: Sa Huynh culture, Champa culture and Dai Viet culture

- There is a convergence of many cultures around the world

- Diverse and unique cuisine comes from the daily dishes of the people of the Central region.

<b>3. Analyze 4 options based on the above criteria</b>

Hoi An

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- Diverse travel services, from visiting historical sites, experiencing cuisine and relaxation.

- Accommodation services are developed and diverse, with many high-class resorts and

- Hoi An travel costs have many options with quite reasonable prices

- Entertainment and shopping

services are not yet diverse and rich

<b>3. Analyze 4 options based on the above criteria</b>

Hoi An

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<b>Geographiclocation and</b>

- Ho Chi Minh City is located in the center of the South, near the seaport and international airport, creating convenient conditions for tourists to travel and connect.

- Temperatures are consistently high throughout the year, with two distinct rainy and dry seasons. - The average temperature in Ho Chi Minh is

- During the summer, temperatures can rise, making it difficult to visit and travel for long periods of time.

- The weather is erratic, sometimes there will be sudden showers.

- Developed transportation system, including highways, railways and public transportation services, helps tourists move conveniently.

- Modern technical infrastructure system, increasingly synchronous.

- Having difficulty solving the problem of air pollution and increased traffic. - Narrow and tangled streets can make navigation difficult and complicated.

<b>3. Analyze 4 options based on the above criteria</b>

Ho Chi Minh

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<b>Tourism resources</b>

- A large urban area with many unique cultural and historical features, but also the sea, forests and a continuous system of rivers and canals from the inner city to the sea.

- A convergence of cuisine from many regions and countries

<b>Culture and Society</b>

- Convergence of traditional and modern culture with many values, rich in identity and unique

<b>3. Analyze 4 options based on the above criteria</b>

Ho Chi Minh

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- Diverse means of transportation and convenient car calling/rental service

- Accommodation services in Ho Chi Minh City are diverse with a system of hotels, homestays, and service

apartments, meeting the needs of tourists.

- The city converges a variety of entertainment activities, amusement parks, sightseeing, and shopping suitable for many types of visitors.

- Some tourism services, as well as

commodity prices, may be higher than average, especially in popular tourist areas.

Ho Chi Minh

<b>3. Analyze 4 options based on the above criteria</b>

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<b>CriteriaScore (.../5)</b>

<b>Ha NoiSa PaHueHoi An Ho Chi Minh </b>

<b>Geographic location and</b>

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<b>Sapa is an ideal destination for a greatvacation due to its diverse and uniquetourist attractions, close connection withnature and local ethnic minority cultures,highly rated services, and suitability for thecompany's development direction.Therefore, choose Sapa as a place to investin tourism.</b>

<b>Conclusion</b>

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<b>Choose a tourChoose a tour</b>

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<b>Identify the problem</b>

<b>Offering three tour packages with unique elements ofa new culture to arouse the interest and curiosity ofmany domestic and foreign tourists </b>

<b>Choose suitable destinations and activities that bringexperience and information about Sapa history and</b>

<b>culture</b>

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<b>2. Criteria</b>

<b>Decide on the appropriate tour type for visitors to fully</b>

<b>experience the destination based on the following criteria:Tour length</b>

<b>Distributed activitiesTime for each activity</b>

<b>Appropriate tour formatReasonable price</b>

<b>Infrastructure</b>

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<b>3. Source</b>

Ha Van Thang, Director of the Department of Culture, Sports and Tourism of Lao Cai province Do Quynh - travel blogger

Khoai Lang Thang - famous Tiktoker

Klook Vietnam (2022). Review Bản Tả Phìn Sapa Chi Tiết: Đi Đâu, Chơi Gì, Ăn Gì?. Accessed on November 10, 2023 at Vietnam (2022).Sun World Fansipan Legend, Giá Vé & Kinh Nghiệm Du Lịch. Accessed on November 10, 2023 at Ung (2020). Chơi gì ở Sapa? 5 hoạt động thú vị ở thành phố trong sương không nên bỏ lỡ.

Accessed on November 10, 2023 at

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