AN INVESTIGATION INTO THE MARKETING DEPARTMENT AND SOME SOLUTIONS TO IMPROVING MARKETING STRATEGY FOR TOURISM SERVICES OF THE SANNA JOINT STOCK COMPANY

DUY TAN UNIVERSITYFACULTY OF ENGLISH GRADUATION THESIS HUYNH TRAN NHU LY AN INVESTIGATION INTO THE MARKETING DEPARTMENT AND SOME SOLUTIONS TO IMPROVING MARKETING STRATEGY FOR TOURISM S

DUY TAN UNIVERSITY

FACULTY OF ENGLISH

GRADUATION THESIS

HUYNH TRAN NHU LY

AN INVESTIGATION INTO THE MARKETING DEPARTMENT AND SOME SOLUTIONS TO IMPROVING MARKETING STRATEGY FOR TOURISM SERVICES OF THE SANNA JOINT

STOCK COMPANY

GRADUATION THESIS IN SOCIAL SCIENCES AND HUMANITIES

DUY TAN UNIVERSITY

FACULTY OF ENGLISH

GRADUATION THESIS

HUYNH TRAN NHU LY

AN INVESTIGATION INTO THE MARKETING DEPARTMENT AND SOME SOLUTIONS TO

IMPROVING MARKETING STRATEGY FOR TOURISM SERVICES OF THE SANNA JOINT



After the last internship period, I have learned how to successfully negotiateand interact with many people throughout the working day I am better equipped tohandle whatever challenges come my way That is the reason why I would like toexpress my sincere gratitude to Duy Tan University and Faculty of English first forarranging and creating the condition for me to join in an early internship that beginsfrom 20th of January to 17th of March 2021 Besides, I like to genuinely thank Mrs.Doan Thi Dieu Lan - my supervisor for not only giving me comments on how tohandle problems but also answering all my questions about my internship

Secondly, I would like to send my thanks to Sanna Tour Joint Stock Companyfor giving me an opportunity to put my knowledge into practice, gaining practicalexperience and geting valuable experience while working in the tourism industry.Especially, Ms Nguyen Thuy Ngoc Sang - Director of Sanna Tour Joint StockCompany guided me through my internship process with advice, tips, feedbacks andshared useful experience despite her busy work

Thirdly, I could not have achieved great success without my colleaguessupport and help They are amazing co-workers, I have had a lots of fun along theinternship time and I will never forget all the things they have done for me as well.Last but not least, I truly thank to my friends and especially my family whocaring and supporting me wholeheartedly The role they have played in my life isimmeasurable I could not overcome many difficulties without their support

I am grateful to all of you I wish all of you good health and success

Yours sincerely,

Student

Huynh Tran Nhu Ly

STATEMENT OF AUTHORSHIP

I certify that except where reference is made in the text of the thesis, this thesiscontains no material published elsewhere or extracted in the whole or in part from athesis by which have qualified for or been awarded another degree or diploma

No other person’s work has been used without due acknowledgement in thethesis

This thesis has not been submitted for award of any degree or diploma in anyother tertiary institution

This graduation paper focused on the real situation of Sanna Tour Company It

is an analysis of the strengths and weaknesses of the Marketing Department andsome policy marketing at the Company In my paper, I give some tables of thenumber of guests as well as the business of Sanna Tour Company to make moreclear Through discussing these problems, I will provide some suggestions toimprove the marketing strategy for tourism services at Sanna Tour Joint StockCompany

TABLE AND FIGURES DIAGRAM Picture

Picture 1:Logo of Joint Stock Company Sanna Tour 19

Picture 2: Field trip, learn the tourism market in Da Nang 20

Picture 3: Field trip, learn the tourism market in Da Nang 21

Table Table 3.1: Staff structure of employees at Sanna Tour Joint Stock Company 25

Table 3.2: Information on domestic and foreign package tour services 26

Table 3.3: Present facilities at the Company 32

Table 4.1 : Business results of the company in 2017 – 2019 33

Table 4.3: Business results of each service of Sanna Tour Joint Stock Company in 2017-2019 35

Table 4.4 Tour price is for group guests with a quantity of 30 people or more 37

Table 4.5 :Compare tour prices between high season and low season 38

Table 4 6: Customer evaluation of the Marketing department at Sanna Tour Joint Stock Company 39

Table 4.7: Evaluation of service quality of Sanna Tour Joint Stock 40

Diagram Diagram 3.1: Diagram of Sanna Tour Joint Stock Company 22

Diagram 3.2: Diagram of marketing development above product 29

Diagram 3.3: Diagram of Marketing Department 31

TABLE OF CONTENTS

ACKNOWLEDGEMENT i

STATEMENT OF AUTHORSHIP ii

ABSTRACT iii

TABLE AND FIGURES DIAGRAM iv

CHAPTER 1: INTRODUCTION 1

1 Rationale 1

2 Aims and Objectives 2

3 Scope of the Study 2

4 Method of the study 2

5 Organization of the Study 3

CHAPTER 2: THEORETICAL BACKGROUND 4

2.1 Tourism 4

2.1.1 Definitions of Tourism 4

2.1.2 Classification of the Type of Tourism 5

2.1.2.1 Classified according to purpose of the Trip 5

2.1.2.2 Classified according to Geographical Features of the Destinations 5

2.2 Tourists 6

2.2.1 Definitions of Tourists 6

2.2.2 Types of Tourists 6

2.2.2.1 Domestic Tourists 6

2.2.2.2 International Tourists 6

2.3 Some concepts of Marketing and Marketing Tourism 6

2.3.1 Definition of Marketing 6

2.3.2 Definition of Marketing in Tourism 7

2.4 Factors affecting marketing activities in tourism business 8

2.4.1 Macro environment 8

2.4.2 Internal environment 9

2.5 Tourism marketing policy 10

2.5.1 Product Policy 11

2.5.2 Price policy 14

2.5.3 Distribution policy 14

2.5.4 Mixed promotion policy 16

CHAPTER 3: CASE DESCRIPTION 19

3.1 General information about Sanna Tour Joint Stock Company 19

3.1.1 Overview of Sanna Tour Joint Stock Company 19

3.1.2 History formation of Sanna Tour Joint Stock Company 21

3.1.3 Organization chart of Sanna Tour Joint Stock Company 22

3.1.3.1 Organizational structure 22

3.1.3.2 Functions of each department 23

3.1.3.3 Personnel structure at the company 25

3.2 Service at the company 26

3.3 Marketing Department 28

3.3.1 Functions and duties of the department 28

3.3.2 Structure of Marketing Department 31

CHAPTER 4: ANALYSIS AND EVALUATIONS 33

4.1 Business results of the company in 2017 – 2019 33

4.2 Statistical results of the number of visitors at Sanna Tour Joint Stock Company 34

4.2.1 The tourism exploitation situation 34

4.2.2 Quality of products and services is marketed through the use of customer services 35

4.3 Analysis price policy of Sanna Tour Joint Stock Company 36

4.4 Analyze and evaluate the results of customer surveys who have used the service at Sanna Tour Joint Stock Company 38

4.5 Evaluate comments on marketing tourism services of Sanna Tour Joint Stock Company 41

4.5.1 Strong points 41

4.5.2 Weakness 42

CHAPTER 5 DIFFICULTIES AND SOLUTIONS 43

5.1 Difficulties 43

5.2 Some solutions to improve marketing strategy for travel services of sanna tour company 43

5.2.1 Completing Product policy: 43

5.2.2 Completing price policy 44

5.2.3 Completing distribution policy 44

5.2.4 Completing Mixed promotion policy 45

CHAPTER 6 CONCLUSION AND SUGGESTIONS 46

6.1 Summary of the Findings 46

6.2 Summary of Suggestions 46

6.3 Suggestion for Intership Site and University 47

6.3.1 Suggestions for the Internship Site 47

6.3.2 Suggestions for Faculty of English 47

REFERENCES 48

QUESTIONAIRE 49

SUPERVISOR’S COMMENTS 52

CHAPTER 1: INTRODUCTION

1 Rationale

Along with the development of the country, the tourism industry has mademany progresses and achieved many remarkable achievements The assessmentresults through the indicators of the number of tourists, the proportion of GDP andemployment have confirmed the role of the tourism industry in the nationaleconomy The tourism industry has made important contributions to economicgrowth, poverty reduction, social security, preservation and promotion of culturalvalues, environmental protection and security and defense However, the tourismindustry still has many shortcomings and shortcomings, many difficulties andobstacles have not been satisfactorily resolved, has not had a breakthroughdevelopment step to confirm that it is truly a key economic sector, the results arenot similar is commensurate with the country's potentials and advantages,development but still contains many dangers and unsustainable factors Forbusinesses operating in the tourism sector in Vietnam, the advantage of the beautifulnatural landscape, the abundance of traditional cultural, historical and social values

as well as the rapid development infrastructure and especially the supportivepolicies from the Government have helped them to have remarkable growth.However, in the context of increasing competition in the tourism industry,businesses need to have reasonable business strategies to continue to make moresuccessful steps

In particular, tourism companies need to build their own effective marketingactivities, bringing benefits both in the short term (sales, profits) as well as in thelong term (image, brand) Sanna Joint Stock Company is one of the newlyestablished but active companies in the tourism industry and generates outstandingrevenue Therefore, it can be said that Sanna Company is one of the typicalcompanies for the tourism sector in Vietnam - especially in the Central region.Researching marketing activities at the company will have a deeper view of thenature of implementing activities in a Vietnamese travel agency so that lessons can

be drawn for other businesses The internship at Sanna Tour Joint Stock Companyhas helped me master the theories learned, checked and contacted with the offices

of the departments of the Travel Company, especially the marketing department.From there, I came up with the idea of wanting to contribute my understanding tothe Company During the learning and internship process, I realized clearly the role

of the marketing department in the business strategy of the Company, from theassessment seen under the lens of an intern, I noticed the marketing work Thecompany's limitations have many limitations so I decided to choose the topic “AnInvestigation into the Marketing Department and Some Solutions to ImprovingMarketing Strategy for Tourism Services of the Sanna Joint Stock Company” is thesubject of the graduation thesis

2 Aims and Objectives

Systematize theoretical bases related to the strategy marketing tourismservices

Analyze and evaluate marketing activities at the company

Plan a suitable marketing strategy in 2020 Propose solutions to developmarketing activities of company

3 Scope of the Study

Researching the subject of the topic are some solutions to improve tourismstrategy of Sanna Tour Joint Stock Company

Space: Study the planning content in the marketing of Sanna Tour JointStock Company

Time: Study tourism service marketing strategy at the company Expected inthe range from 2017-2019

4 Method of the study

I used following methods:

The collecting method

The statistical and synthetical methods

5 Organization of the Study

CHAPTER 1 INTRODUCTION

Including the Rationale, Aims and Objectives, Scope of the study, Method ofthe study and organization of the study in this case

CHAPTER2 THEORETICAL BACKGROUND

Focusing on some basic definitions related to tourism, tourists and marketingtourism

CHAPTER 3 CASE DESCRIPTION

Introducing general information about Sanna Tour Joint Stock CompanyCHAPTER 4 ANALYSIS AND EVALUATION

Focusing on analyzing Marketing activities for tourism services andevaluating and commenting on Marketing activities of Sanna Tour Joint StockCompany

CHAPTER 5 DIFFICULTIES AND SOLUTIONS

Proposing some solutions to improve Marketing strategy

CHAPTER 6 CONCLUSIONS AND SUGGESTIONS

conclusing and suggesting improvements for study subjects (interncompanies), study tourism majors of the Faculty of English and Duy Tan University

CHAPTER 2: THEORETICAL BACKGROUND 2.1 Tourism

In 1941, the Swiss Professors Walter Hunziker and Kurt Kraft defined tourism

as "the sum of the phenomena and relationships arising from the travel and stay of

non-residents, in so far as they do not lead to permanent residence and are not connected with any earning activity".[1]

In 1976, the Tourism Society of England's definition was: "Tourism is the

temporary, short-term movement of people to destinations outside the places where they normally live and work and their activities during the stay at each destination.

It includes movements for all purposes" [2]

In 1981, the International Association of Scientific Experts in Tourism defined

“tourism in terms of particular activities chosen and undertaken outside the home”.

[2]

According to the Term 4, Chapter 1 of the Tourism Law of Vietnam in 2005,

issued on 14/6/2005, "Tourism is the activities relating to the trip of people outside

their permanent residence to meet the need to visit, learn, entertain and relax in a certain period of time” [3]

The United Nations World Tourism Organization (UNWTO) states that

“tourism comprises the activities of persons traveling to, and staying in places outside their usual environment for not more than one consecutive year for leisure, business, and other purposes” [4]

Also, “tourism is frequently considered in terms of the demand side, meaning

the tourists’ motivations, and the supply side, the sectors that satisfy tourist needs.

that an area’s residents rely on such as roads, bridges, communications networks, markets, and supermarkets, and so on; and superstructure, facilities that have been built to accommodate the needs of tourists such as cruise terminals, airports, and convention centers (although these also support the area’s residents), hotels, resorts, restaurants, and car rentals” [4]

2.1.2 Classification of the Type of Tourism

2.1.2.1 Classified according to purpose of the Trip

To meet the trip needs of customers, the travel company offers suitable toursand travel services Tourism is classified according to the purpose of the trip asfollows:

Countryside tourism can be understood as a type of tourism where touristsfrom other places come to a rural area to relax or experience the lifestyle and culture

of that rural community

2.2 Tourists

2.2.1 Definitions of Tourists

Tourist is the person who moves out of his/her regular habitat to another placeless than twelve consecutive months with the main purpose of the trip beingsightseeing, relaxation, recreation, entertainment or other purposes except onactivities bringing income and making a living at the destination

The Tourism Law of Vietnam defines that "Tourist is a person who travels or

combines with travel, except in the case of studying, working or practicing to receive income in the place of destination".[5]

2.3 Some concepts of Marketing and Marketing Tourism

2.3.1 Definition of Marketing

Marketing is not just a function of business, it is a philosophy that drives theentire operation of an enterprise in discovering how to meet and satisfy the needs ofits customers I would like to give some basic definitions that are commonly used

in the current period:

According to Phillip Kotler, “Marketing is working with the market to make

communication with the aim of satisfying human needs and wants It can also be understood that marketing is a form of human activity (including organization) to satisfy human needs and wants through exchange.”[7]

According to the American marketing association (AMA) “Marketing is seen

as an organizational function and a process that includes creating, communicating, delivering values managing customer relationship and managing customer relationship in different ways to benefit the organization and its members ”[8]

2.3.2 Definition of Marketing in Tourism

The World Tourism Organization's (UNWTO) definition of tourism

marketing:’’Tourism marketing is a management philosophy through which a

tourism organization researches, predicts and selects based on the wishes of visitors to brings the product to the market to suit the needs of the target market, and earn a lot of profits for that tourism organization.”.[9]

The definition of tourism marketing by Michael Coltman:” Tourism

marketing is a system of research and planning to create for the tourism organization a complete management philosophy with appropriate strategies and strategies to achieve purpose.”[10]

The definition of tourism marketing by JC Hollway: “Travel marketing is an

administrative function, to organize and guide all business activities involved in the acknowledgment of consumer needs and transforming customers' purchasing power the demand for a particular product or service, passing the product or service to the end consumer in order to achieve the target profit or goal set by the business or tourism organization This definition of tourism marketing has three important points”.[11]

Travel marketing is a type of method and technique supported by a special andmethodical spirit to satisfy the unspoken needs of customers that may be either anentertainment or other purposes including family chores, work and meetings

We can define tourism marketing as follows:

“Tourism marketing is to conduct research and analysis of customer needs, tourism products, services and modes of supply and support to bring customers to products to satisfy their needs and at the same time achieve the goals of the organization”.[12]

As a research and analysis process:

+ The needs of customers

+ Tourism products and services

+ Modes of product supply and support of the organization

To bring customers to products to:

+ Satisfy customers' needs

+ Achieve the goals of the organization (profit)

(Travel products are away from customers and intended, so travel suppliersmust find a way to bring customers to the product)

2.4 Factors affecting marketing activities in tourism business

Successful or unsuccessful corporate marketing is most influenced byenvironmental factors Which is divided into 3 main environments: macroenvironment, internal environment (also known as industry environment), internalenvironment of the company

2.4.1 Macro environment

- Macro environment is the environment in which the company seeksopportunities and is also the risk that affects the business development of thecompany This is a factor that the company cannot control, so it is imperative thatthe company comply and adapt to it, including factors such as:

- Population environment: size and rate of population growth, populationdistribution and ethnic structure, education level, household model

- Economic environment: these are economic indicators, the most importantfactors affecting the purchasing power of consumers such as income, prices,savings, consumption index, inflation index play

- Technology environment: this is a place that can generate profits as well asmake it difficult for the company's production and business activities Therefore,companies need to track technology development trends, adapt and master newtechnologies to better serve and improve business efficiency.

-Political environment: includes factors such as the legal system, the executiveapparatus

-Natural environment: including factors such as landscape, level ofenvironmental pollution, weather conditions

-Cultural environment: Marketing needs to pay attention to cultural change inorder to foresee new marketing opportunities and threats

2.4.2 Internal environment

Travel business is influenced and be have by suppliers, competitors, marketingintermediaries, the public and customers These are also factors that the companycan hardly control Specifically, the following factors are included:

- Competitors: Understanding the competitive situation and competitors isextremely important to be able to build an effective marketing solution

- Suppliers: Changes from the supplier side have a great impact on tourismcompanies, so the company needs to understand the important information to beable to foresee difficulties and plans to timely improvisation replacement

- Marketing intermediaries: These are travel agency service organizations,hotels, shipping companies These factors are very important in finding customersand selling products and services to the company

- Direct public: The activities of travel agencies are surrounded and influenced

by a wide range of public organizations To be successful a company must regularlyanalyze, classify and establish level public relations with each group of the directpublic

- Customers: including sets of customers in the past, current customers andpotential customers Marketers need to research their wants, perceptions of theirpreferences and buying behaviors

2.4.3 The company's internal environment

Inside the corporate environment, factors in the company greatly influence thecompany's marketing The kernel can and that is:

- Capacity: This is an important factor for the business in general and thetourist attraction activities in particular of a travel company because it decides forthe bank marketing

- Quality of facilities, techniques, technology: the heap factor contributessignificantly to creating service quality and improving business efficiency of thecompany

- Human resources: this is a very important factor that does not directly affectthe quality of service, but makes a difference, difficult to start first for competitors

- The next factor is the organizational management regime of all departments

of the company that directly affects service provision and the company's ability tosatisfy customers

- Finally, the marketing factor works, it determines the company's businessperformance It ensures to meet the needs and desires of customers

2.5 Tourism marketing policy

In order to increase the attraction of domestic tourists to the company inaddition to management measures, organizational structure , marketing-relatedsolutions play an indispensable role for any company Marketing helps businesseshave an overview of the market they are changing and how to attract customers tothe business Marketing policies play an important role in creating the desiredposition and contribute to improving the quality and satisfaction of targetcustomers Beside that, the company needs to have marketing policies such as:product policy, price, distribution, mixed promotion, people, at the same timecreating product packages and programming We will go into each marketing policy

to be clear about the roles and the purpose of these marketing policies to help travelcompanies in improving the efficiency of attracting tourists

In other words, a tourism product is a combination of different elements inorder to provide guests with a complete travel experience and satisfaction.

Product policy is understood as the overall rules that govern the creation andlaunch of products into the market to satisfy the needs of the market and the tastes

of customers in each business period of the business or is the enterprise's policy onlimiting, maintaining, developing, expanding and innovating the commoditystructure in order to promptly meet the market's demand with efficiency consistentwith the life cycle stages of the product Product policy is the lifeblood of a businessstrategy If this policy is not correct, it means bringing to the market the types oftourism products that do not meet the needs and tastes of customers, regardless ofthe marketing policy

Tourism products are travel programs, accommodation services, dining .Therefore, the characteristic of tourism products is that they must be used to know.Travel products must be sold to customers before they can consume and see theproduct So customers need to be throughly informed about everything On theother hand, tourism products cannot be stored and pre-produced, so it is difficult toregulate supply and demand

So the company needs to formulate a suitable policy for the followingcontents:

Product category policy

Nowadays, businesses do not trade in a product that normally consists of manydifferent products and services grouped into a mixture of products For businessesdoing business in the tourism sector to satisfy the needs of their customers, having adiversified product mix is a must The diversification of services is judged throughthe length, width, depth and uniformity of the product portfolio A product portfolio

is a collection of product or service categories that are offered by certain sellers forsale

Different products and services of the enterprise's product portfolio interact inthe sense of self-competition, but also complement each other, so determining thesize of the product portfolio is a product policy key content

Categories of products and services related closely to each other by beingsimilar in function or by being sold together to the same group of customers, orthrough the same type of commercial organization or within the framework of aprice range Enterprises can expand or narrow their products on the marketdepending on the level of competition or consumer needs of customers Productportfolio width is the total number of services in the company's product portfolio.Length of product portfolio is the number of different products in the samecategory but at different levels of quality

Homogeneity is reflects the degree of closeness and harmony of goodsbelonging to different categories in terms of end use or requirements on productionorganization, distribution channels or a target certain standards

Defining a product portfolio is to decide on its basic parameters to satisfy theneeds and wants of the customer

Decide to extend product categories

A business can extend a product category by extending products within thecategory or adding new products within the current range of that category

Downward: Companies add lower-priced, lower-priced products to attractcustomers The company that stretched its product portfolio downwards could be

on the bottom end, growth on the top end was slower than the bottom, the companywanted add products at the bottom end to seal the market gap.

Stretching upwards: Companies servicing a medium or low affordability clientmarket that consider entering a more affordable guest market, due to theattractiveness of the growth is higher or for other reasons

Extending on both sides: Companies that can target the middle part of themarket can extend their product or service range to both sides Deciding can extendproduct and service categories to help the company reach out and attract morecustomers

Research and develop new products

New products can be completely new, innovative products, innovativeproducts and new brands that the company develops through its own researchefforts In order to develop new products, companies need to go through thefollowing steps:

- Forming ideas

- Choice of ideas

- Project drafting and appraisal

- Drafting a marketing strategy for new products

- New product design

- Tested on the market

- Commercialization

Researching and creating new products are necessary, but it also brings highrisks to the company because of the high failure rate and high costs Therefore,when developing a new product the company needs to strictly follow the steps ofcreating a new product and bringing it to market Because the needs of customersare always changing along with the advancement of science and technology and thefierce competition in the market, each product has its own life cycle, so it isnecessary to improve and change to make new products to replace outdatedproducts

2.5.2 Price policy

Price has a great influence on sales volume and profit of the company Price is

a specific factor in marketing, price is also the basis for customers choose your trip.Price decisions affect all participants in the marketing channel (customers,competitors, distributors, the public), so the company needs to have a flexible andreasonable pricing policy to attract customers

- Quality leadership: For companies that cchaast their quality and service tothe level of professionalism or with unique distinctive features, the price is oftenvery high

- Existence goal: Regression companies choose to set their prices to ensuresurvival Therefore, the price is often much lower than normal and remains for avery short time

- Valuation methods: Valuation by adding profit to costs, pricing by targetprofit, pricing by value, priced by current price

2.5.3 Distribution policy

Distribution is about giving consumers the products they need at times,quality, types, and desires In other words, it is the direction to show the measuresand tips to bring products and services to customers, in the end, to ensure servicecivilization

From the general point of view, a distribution channel is a collection ofbusinesses and individuals that are independent or interdependent, participating in

A system of distribution channels in tourism is a set of suppliers or individualsengaged in activities aimed at bringing customers to tourism products or supply.providing information on tourism products to customers The process of bringingcreated travel products to customers is called product delivery The decisionsassociated with that process are the product distribution strategy.

Bases for building and selecting distribution channels:

- Location guests

- Characteristics of customers

- Characteristics of products and services

- Types of intermediaries

- Based on the competitive situation in the market

- Based on the characteristics of the company

From the above bases select distribution channels , distribution system intravel includes 2 main types of distribution: direct distribution, indirect distribution.Direct distribution:

Producer => Consumers

Indirect distribution:

Producers => Intermediaries => Consumers

In the tourism distribution system, there are 3 main distribution channels:

Distribution channel management

- Selection of channel members

- Discount policy

- Conflict management

- Manage the practical effectiveness of channel members

- Modify distribution channels

2.5.4 Mixed promotion policy

Including main promotion - advertising

Process: is a special area of marketing that operates and has a master goaloriented towards offering, selling, and defining the most favorable relationshipbetween a company and its partners with the weight of the goods The point tocoordinate program strategy implementation and marketing has been selected by thecompany The company proceeds to improve information of the company withcustomers through communication tools to activate the customer's demand to buyproducts of the company, facilitate customers to choose products to use, createconditions for tourism production are many times, contributing to productimprovement

The process steps catalyze too

To set up plan to the process, includes 4 steps:

- Determine the focus of the school

- Establish relationship communication system

- Browse and select the process catalyst method

- Emotional progression fixes time

Progress must be timely and appropriate after fixing, designing in print andchoosing other combination tools We need to know the outcome of ourcommunication, whether we are effective or not If you want to know this, list itwith the field title

Some key catalyst factors are:

Advertising: is the format that promotes the introduction of non-humanproducts or services as a paying company

Promotion: is a job that applies a discount discount in a short time to increasesales

Direct marketing: is a form of promotion without intermediaries and theprocess of marketing through direct marketing between customers and employees ofthe company.

Also according to M Belch and A Belch and both Philip Kotler add theInternet, the media and Philip Kotler alone add direct marketing

In tourism promotion tools include 6 main tools that are:

- Advertising

- Sales progress

- Public relations / media

- Direct marketing

- Direct sales / personal sales

- Internet / Communication integration

Advertising is a way of survival and growth that every business can use in thecourse of its business To achieve success, in the advertising process should payattention: What is the purpose, is to introduce or advertise what products will besold in the market The content of the advertising program is given including what,for whom, advertising everywhere is appropriate, advertising somehow and howmuch it costs for that operation

Target ads:

- Introduction of the product

- Give out the information

- Remind

- Impressive

- Rehibilitate

- Undertakings

Ad content must be rich protecting the following points:

- You must be on the priority of product

- Consistency between words and actions

- Must be clearly defined, easy to understand, easy to remember, impress

- Must be ready to make promises

- Product quality format problems

- Bring plus and high goals

- The rhythms, images and colors must be eye-catching, and the person givingout information must be easy to remember The advertising process includes thefollowing steps:

- Clearly define the target advertising will be on what type of product andwhat the target customer market is

- Define a specific and binding budget for advertising activities

- Choose appropriate advertising content and means and return highefficiency

When choosing an advertising medium, attention should be paid to differentforms of advertising such as newspapers, television, websites, externaladvertisements or in the form of leaflets, product brochures from there canchoose a suitable and effective advertising medium

Each type of advertising is aimed at a specific audience, so we will havedifferent influences and costs To achieve high efficiency, it is necessary to choose amedium or two different advertising means to stimulate users after finding outinformation about the product through distribution channels that will need to buythe product immediately

CHAPTER 3: CASE DESCRIPTION 3.1 General information about Sanna Tour Joint Stock Company

3.1.1 Overview of Sanna Tour Joint Stock Company

- Company name: SANNA TOUR JOINT STOCK COMPANY

- Address: Head office - K06 / 21 Nguyen Du, Hai Chau District, Da Nang

Branch 1- 289 Dong Da, Hai Chau District, Da Nang

Branch 2 - 28 Doan Thi Diem, Dong Da, Hanoi

- Telephone: 0905 41 44 45

- Email: info@sannatour.com

- Website: https://sannatour.com

- Page facebook: https://www.facebook.com/sannatourvn

Some photos of the internship below:

Picture 1:Logo of Joint Stock Company Sanna Tour

The sailboat symbol is one of the feng-shui items that are very popularamong businessmen and feng shui lovers Sailing is considered a symbol of success

in business and in life The symbol of the boat with the sails stretching high with the

meaning of sailing at the wind and at the cool paddle That's why the image or thesymbol of the boat with the sails is the symbol of the company logo.

Picture 2: Field trip, learn the tourism market in Da Nang

Picture 3: Field trip, learn the tourism market in Da Nang

3.1.2 History formation of Sanna Tour Joint Stock Company

Sanna Tour Travel Joint Stock Company is a travel company working in thefields of: Teambuilding - Travel tourism - Event organization with headquarters in

Da Nang The company officially came into operation on March 16, 2017 Up tonow, it has been operating in the tourism industry for nearly 3 years

Since its establishment and development, Sanna Tour Joint Stock Company isaiming to become one of the leading travel companies in Vietnam