An investigation into the real situation and some solutions for improving the service quality of the marketing department at phong nha ke bang tourism center

Wishing you all good health and success!Best regards,Duong Thi Quynh Nhu, Trang 5 STATEMENT OF AUTHORSHIPI hereby certify that the entire detailed content of the thesis with thetopic: "

View outside the Phong Nha Ke Bang tourism center

3.1.2 The process of formation and development

Phong Nha Ke Bang Tourism Center is a unit under Phong Nha Ke Bang National Park, and it specializes in organizing and exploiting tours in the World Natural Heritage region Established on January 6, 2004, up to now, Phong Nha Ke Bang has grown to reach the international level The routes and tourist attractions that we are managing and exploiting include:

- Phong Nha cave: Discover the first wonder of the cave

- Tien Son cave: A place of fairyland in real life

- Mooc spring: A green gem hidden in the middle of the forest

- Chay river - Dark cave: conquer the longest zipline in Vietnam and experience the unique Dark Cave mud bath in Quang Binh

- 4.5km discovery route Phong Nha Cave by kayak: explore the mysterious depths of Phong Nha Cave and admire the treasure of ancient Cham characters from the 11th century.

Currently, PNKB Tourism Center is considered one of the leading enterprises in Quang Binh tourism, building tourism products that bring domestic and foreign tourists a great experience The activities that businesses have been doing have all contributed to the development of Quang Binh tourism, and at the same time to promote the image of Quang Binh tourism to domestic and foreign tourists.

PNKB Tourism Center is currently headquartered in Phong Nha Town, BoTrach District, Quang Binh Province The departments in the agency all have their own offices and are suitable for their activities such as basic facilities,meeting the requirements of business activities.

All departments are equipped with computers and fax machines In addition, the office also has a printer and photocopier The agency also owns a website content management software system, which is used to enter and post information about routes and tourist attractions, for staff to make bookings, payments, and contact companies, travel agencies so that visitors can access the information quickly and conveniently.

The agency invests in facilities, and safety protective equipment to serve the needs of tour programs.

Up to now, the agency has a staff of office workers and staff in charge, serving tourist destinations with a total of over 100 people This shows that the agency has a large, developed scale Staff with professional qualifications from colleges, universities, masters have foreign language skills, and office computer skills very well The daily environment is always in contact with foreign tourists, so it is indispensable for the staff to have foreign language skills.

PNKB Tourist Center is constantly trying to develop, giving visitors the best travel experiences Constantly changing and perfecting websites and social networking sites to reach and serve customers in the best.

3.1.6 Organizational structure and human resources of Phong Nha

Diagram 3.1 The organizational structure of Phong Nha Ke Bang

Tourism Center 3.1.6.2 Functions and duties of the departments

According to this chart, there are many departments that construct the organization of company These departments are managed by the Director. This is a model that can help the leaders follow the day-to-day operations of the divisions, but it also requires the leaders to have adequate professional capacity as well as experience to be able to run the company effectively

Director: The person is in charge of the company's day-to-day operations In addition, the director is in charge of developing strategic plans and strategies.

Vice Director: The person has a position in the senior personnel of the company In the absence of the Director, the Deputy Director will handle the

DEPARTMENT authorized work on behalf of the Director and make decisions on behalf of the Director Besides, the vice director's work includes the company's management and administration.

Sales, Marketing department: This is an important position for the company's operations and is the center of market analysis, strategic planning, strategy formulation, marketing to attract customers to the company This department is responsible for researching domestic and international tourism markets, conducting promotional activities and attracting tourist sources to the company In addition, there is also the task of performing and maximizing the website in charge, performing keyword SEO for the assigned websites, social networking sites,

Administration, Accounting department: is responsible for directly implementing the main accounting, financial and statistical regimes, planning and implementing monthly, quarterly, and yearly revenue and expenditure management to ensure efficient production and business activities, balancing revenue and expenditure sources and regulating the use of Capital in the enterprise, determine the expenses, prices, prepare financial statements, tax reports, and archive accounting documents as prescribed.

Tourism environmental management department: is in charge of managing tourism activities to ensure security and ordering in the natural environment, social environment, and safety for visitors at assigned routes, tourist spots, and inland waterway ports; coordinating with local authorities of relevant communes in managing and operating tourist boat fleets and tourism and service activities in accordance with the law.

Guide, Traveller department: is responsible for coordinating with the staff of other departments to serve tourists, having the role of tour operator, directly interacting with tourists, suppliers, leading and introducing tourists to tourist attractions.

3.2 Tourism attractions and services of PNKB Tourism Center 3.2.1 Tourist destinations and activities

- Phong Nha Cave: Discover the First Wonder of the Cave

The cave has a length of 7,729m, is the cave with the longest underground river system in the world Unlike other caves, to enter the cave, visitors get off a motorboat and follow the Son River to enter When coming to Phong Nha cave, you will feel the cool and pleasant atmosphere, especially in the summer when the temperature is only 18-22 degrees Celsius Here you can sail in the cave to enjoy the beauty of nature The beauty is known as the

"First cave" of the magnificent beauty of nature Explore Bi Ky, Co Tien, andCung Dinh caves to see beautiful stalactites with different colors and shapes.The ticket price to visit Phong Nha Cave is 150,000vnd/person/ticket,sightseeing boat is 550,000vnd/boat can carry up to 12 guests If you go in a large group, you should rent a boat separately, and if there are few people,you should join a boat.

Phong Nha Cave

The first 1.2km discovery tour of Phong Nha Cave enables visitors who want to go deep inside the cave to register for a 4,500m lake tour.

The tour requires you to register for a tour company, but you can't go on your own.

Xuyen Son Ho Tour 4500m in the Phong Nha cave

We will provide you with the following equipment:

+ 1 Kayak boat for 2 people rowing on Ngam Song Son river, + 1 flashlight and specialized hat for exploring, life jackets, lunch, 1 tour guide, 3-5 porters to escort the group

Join this tour to pay 1,700,000 VND/ticket/person

With this journey, there is absolutely no phone signal It's very dark, so there's a reason we've provided you with a flashlight You have to use that light to see the road and see the stalactites and stalagmites Kayaking in the peaceful setting of the cool water The temperature of 220C is also a great and extremely impressive experience for visitors.

- Tien Son Cave: A place of fairyland in real life

Tien Son Cave is a beautiful cave of Phong Nha tourism After visiting Phong Nha water cave, tourists often visit the dry cave, which is Tien Son Cave Phong Nha - Tien Son is a twin of nature Phong Nha Cave Tien Son is a unified whole Located at an altitude of about 200m on the ceiling of Phong Nha Cave Tien Son cave has a length of 980m and does not share with Phong Nha cave.

Setting foot in Tien Son cave, you will feel like you are entering the heavenly realm Every place, every place is a natural creation The natural features suddenly caught continuously will give you a feeling from amazement to fascination, attraction to seduction That's why it is said that Phong Nha is as beautiful as the Aquarium, where there is King Thuy Te and a mermaid, then Tien Son It is the shadow of the throne of the Jade Emperor and of the Immortal Emperors.

The ticket price to visit Tien Son Cave is 80,000 VND/person/ticket

Tien Son Cave

- Chay River - Dark Cave: conquer the longest zipline in Vietnam and experience the unique Dark Cave mud bath in Quang Binh

Chay River: is one of the tributaries of the Son River, originating from

Chay Waterfall The reason for the name Chay Waterfall is because the sound of the waterfall flowing sounds like the sound of a pestle pounding rice With a length of only about 10km, the Chay River has many beautiful rapids and contains diverse biological values with many aquatic animals typical for Phong Nha - Ke Bang National Park, in which two species of eel and flower eel Sardines are in the red book of the world.

Dark Cave: is a branch of Phong Nha Cave system in Quang Binh

Vietnam, explored by British Royal explorers in 1990 and 1992 The cave has a door 20 meters wide and 40 meters high Like many caves in Phong Nha KeBang area, Dark Cave is both a water cave and a dry cave with a length of

5,258m and a height of 80m Dark Cave is the name given by the BritishRoyal cave expedition because the "dark light" in the cave is so dense that it makes people think they can be touched.

5 Chay River - Dark Cave

Visitors will have an extremely interesting experience when they have the opportunity to take a natural mud bath or swim through the cool Thuy Tien and Bong Lai lakes.

Entrance ticket price is 80,000 VND

Service package ticket includes (mud bath, zipline, kayak ) 450,000 VND Ticket price for bathing, games (no mud bath) 270,000 VND

Note: You are only allowed to enter the Dark Cave to take a mud bath when wearing a swimsuit or bikini Therefore, it is necessary to prepare in advance to bring or buy at Dark Cave.

Mooc spring resort is located right in the middle of a valley surrounded by limestone mountains, along the banks of the Chay River The wild beauty of this place has attracted countless backpackers to visit and conquer.

INTRODUCTION

Rationale

Today our society is developing more and more, people's living standards are improving, and people are more and more enjoying life As life improves, people's needs are increasing They not only have material needs but also spiritual needs, want to rest, relax, play and entertain with relatives and friends in comfortable, quiet, and non-busy space like everyday life. Therefore, tourist destinations are usually the places people choose for vacation And Quang Binh is an attractive destination that tourists often choose for their vacation Quang Binh is located in the central part of Vietnam, where the convergence of all kinds of terrain features plains, mountains, rivers, sea and islands, so its tourism is extremely rich and attractive with distinctive features compared to other places Quang Binh tourism is growing strongly in general and the tourist attractions of Phong Nha Ke Bang Tourism Center in particular should require constantly changing service and quality to satisfy tourists The Marketing department also plays a very important role in attracting tourists, but through the internship and customer survey, I found that there are still many limitations in the service quality of the Marketing department, so that is also the reason I choose the topic “ AN INVESTIGATION INTO THE REAL SITUATION AND SOME SOLUTIONS FOR IMPROVING THE SERVICE QUALITY

OF THE MARKETING DEPARTMENT AT PHONG NHA KE BANGTOURISM CENTER”.

Aims and objectives

- Promote tourism in Quang Binh

- Assess the status and service quality of the Marketing department at Phong Nha Ke Bang Tourism Center

- Propose some measures to help the Marketing department of Phong Nha Ke Bang Tourism Center promote the good aspects and improve the weak aspects in the process of customer service.

- Provide general information about Phong Nha Ke Bang Tourism Center

- Assess the business situation, advantages and disadvantages in the process of serving customers of the Marketing department at Phong Nha Ke Bang Tourism Center

- Propose some solutions to improve service quality in the Marketing department

Scope of the study

This work was conducted to study the Marketing department of Phong Nha Ke Bang Tourism Center in Quang Binh, specifically the service process, as well as the quality of customer service of its Marketing department.

Method of the study

In this work, I use two research methods, qualitative and quantitative In the case of the qualitative method, I use it to point out the specifics detail of the research topic; for the quantitative method, I use it to list the number of

Research subjects

- Research subject: Activities of the Marketing department of Phong Nha

Research organization

In addition to the introduction, conclusion, table of contents, appendices, and list of references, the study is structured into 6 chapters:

THEORETICAL BACKGROUND

Definition of Marketing and Tourism Marketing

Today, competition is a common law in the market economy The increasingly fierce competition forces manufacturers to come up with solutions to attract customers, survive and develop as well as get the most optimal profit Therefore, recognizing and properly meeting the needs and desires of customers is an extremely important factor, and Marketing was born in that situation So, what is marketing?

The term Marketing began to appear in the world in the early 1990s and has become one of the youngest social sciences at the present time The history of the establishment and development of Marketing can be summarized into two periods, the first period from the early 20th century to the early 1960s and the second period from the 60s to the early 21st century. The period of marketing is considered the application of economic science, and the period from 1960 onwards is the period of marketing as the application of behavioural science.

From the very beginning, many marketing concepts were introduced The following are the most prominent concepts of leading experts because of their generality and typicality: American Marketing Association (AMA)

“Marketing is a task within an organizational structure and a collective integrate processes to create, communicate, and deliver value to customers, and to manage customer relationships in ways that benefit the organization and its members move" [1]

According to Phillip Kotler, "Marketing is the process by which individuals or groups obtain what they need and want through creating, providing, and freely exchanging value for products and services with one another." [2]

Thus, we can understand simply, Marketing is an applied science, that affects the process of production, distribution and consumption: Taking the market as the orientation to satisfy the needs and human desires through the exchange.

Definition of Tourism Marketing by the World Tourism Organization (UNWTO): Tourism marketing is a management philosophy that, through research and selection on the basis of guest needs, can offer products and tourism services to the market in such a way that they are most suitable for the profit purpose of that tourism organization [3]

Marketing is not the responsibility of a single department, but of all departments Tourism marketing is a marketing activity in the tourism market, in the field of tourism and is applied to tourism businesses.

Tourism is clearly a service which only develops when the economy develops According to Phillip Kotter, a service is understood as follows: A service is any means or benefit by which one party can provide another party with information through the provision or exchange of applications, essentially non-existent or does not result in ownership The performance of a service can be tied to a physical product In addition to the common characteristics of normal products and services, tourism products have the following characteristics:

Intangibility or immateriality: Tourism products cannot be touched before they are consumed A night at a hotel or a tour cannot predict the quality of that product They can only judge after consuming them through feeling, satisfaction

- Indivisible: The production and consumption of tourism products take place at the same time Tourism products cannot be formed and then consumed The tourism product cannot be separated from its origin.

- Quality is unstable, difficult to determine: Service quality often fluctuates in a wide range depending on the circumstances of service creation The same service is good for one person, not good for another. Therefore, service providers and service providers must regularly monitor customer psychology to make the right decision.

- Non-storage: Tourism services cannot be stocked or stored when the customer has purchased the tour program, even though the customer does not go to the company, they still have to pay the cost for that activity That's why companies have to collect money from customers in advance and give them high penalties if they break the contract. Tourism marketing needs to adhere to the specific principles of the field it operates in to achieve high efficiency in business To strengthen the trust of customers Tourism marketing needs to increase the product's tangibles by expanding advertising, introducing programs or creating a company image

2.1.3 The Role of Marketing in Tourism Business

Marketing plays an important role in the operation of tourism businesses,especially in the market economy in our country today, the application ofMarketing in tourism is increasingly necessary Marketing shows the link between the needs and wants of the target market with the resources of the business, thereby best satisfying the needs of the target market On the other hand, because the tourism supply is fixed and cannot be stored, tourism services can only be consumed locally Tourism products are rigid, unable to conform to the changes in tourism demand in space and time Meanwhile, tourism demand is flexible, related to income and price levels, and sensitive to political and social situations It is also represented by a seasonal imbalance, a lack of balance between vacations Therefore, tourism marketing performs the function of connecting all activities of the business with the market to achieve the goals that the business has set.

Factors affecting marketing activities in the tourism business

The success or failure of the company's marketing activities to attract customers is influenced by many environmental factors Which is divided into

3 main environments: the macro environment, the internal environment (also known as the industry environment), and the internal environment of the company.

It is the environment in which the company looks for opportunities and also threats that have affected the company's business development This is a factor that the company cannot control, it is imperative that the company monitor and adapt to it, including factors such as:

- Population-Environment: Population size and growth rate, age distribution and ethnic structure, education level, household model

- Economic environment: These are economic indicators, the most important are factors affecting the purchasing power of consumers such as income, price, savings, consumption index, an inflation index broadcast…

- Technological environment: This is a place that can create profits as well as cause difficulties for the company's production and business activities Therefore, the company needs to monitor the development trend of technology and adapt and master new technology to better serve and improve business efficiency.

- Political environment: Including factors such as the legal system, law enforcement apparatus

- Natural environment: Including factors such as landscape, level of environmental pollution, weather conditions, etc.

- Cultural environment: Marketers need to pay attention to cultural changes so that they can anticipate new marketing opportunities and threats.

The tourism business is affected by the behaviour of suppliers, competitors, marketing intermediaries, the public and customers These are also factors that the company can hardly control.

Specifically, the following factors are included:

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

- Suppliers: The change from the supplier side greatly affects travel companies, so the company needs to know important information to be able to anticipate difficulties and plans for timely improvisation.

- Marketing intermediaries: These are service organizations, travel agencies, hotels, and transportation companies these factors are very important in finding customers and selling products and services to the company

- Direct public: The activities of travel agencies are surrounded and affected by a series of public organizations To be successful, a company must regularly analyze, categorize, and establish public relations with each of its immediate public.

- Customers: Includes the set of past customers, current customers and potential customers Marketers need to study their wants, perceptions, preferences and buying behaviour.

2.2.3 The internal environment of the company

The internal environmental factors of the company greatly influence the marketing efforts company Specifically, those factors are:

- Financial capacity: This is an important factor for business activities in general and tourist attraction activities in particular of a travel company because it decides for the marketing bank.

- Facilities, techniques and technology: This factor makes an important contribution to creating service quality and improving the business efficiency of the company.

- Human resources: This is a very important factor that not only directly affects service quality but also creates the most elusive difference for competitors.

- The next factor is the level of organization and management of all departments in the company, which directly affects service provision activities and the company's ability to satisfy customers.

- The last factor is the level of marketing activities, which determines the business performance of the company It ensures that the needs and wants of customers are met.

Tourism Marketing Policies

To enhance the attraction of domestic tourists to the company, in addition to measures in management, organizational structure, etc., marketing-related solutions play an indispensable role in any company Marketing helps businesses have an overview of the market that they business is pursuing and how to attract customers to the business Marketing policies play an important role in creating the desired position and contributing to the improvement of quality and satisfaction of target customers To do that, the company needs to have marketing policies such as Product policy, price, distribution, promotion mix, and people, and at the same time create a packaged product and make a program Besides, there should also be a policy on partnerships with other businesses We will go into detail about how each of these marketing policies helps travel companies in improving the efficiency of attracting tourists.

Some product concepts from the marketing point of view are all elements that can satisfy the needs and wants of customers, benefit them, and at the same time can be offered in the market It consists of two elements, material and immaterial Thus, products are understood as all goods and services that can be offered for sale and can satisfy a human need or want, attract attention, and stimulate shopping and consumption The tourism product is both a specific and a non-specific item In other words, a tourism product is a combination of different elements to provide guests with the most complete travel experience and satisfaction.

Product policy is understood as a set of rules that direct the creation and launch of products into the market to satisfy the needs of the market and the tastes of customers in each business period of the enterprise to ensure an effective business Product policy is the backbone of the business strategy, if this policy is not correct, it means that the market offers tourism products that do not match the needs and tastes of customers, even if the marketing policy is not correct No matter how attractive it is, it doesn't make any sense. Tourism products are travel programs, accommodation services, and meals,… Therefore, the characteristic of tourism products is that they must be used to know The tourism product must be sold to the visitor before they consume it and see it Therefore, customers need to be thoroughly informed about all that they will buy, use, etc Therefore, cumulative experience is required On the other hand, tourism products cannot be stored or produced in advance, so it is very difficult to regulate supply and demand Therefore, the company needs to develop appropriate policies with the following contents:

Today, businesses do not trade in a single product but usually include many different products and services gathered into a product mix For businesses in the tourism industry to satisfy the needs of their customers, having a diverse product mix is a must Service diversification is assessed through the length, breadth, depth and uniformity of the product portfolio.

A product portfolio is a collection of groups of products and services that are offered to buyers by specific sellers The different products and services of the enterprise's product portfolio affect each other in the sense of self- competition, but also complement each other, so determining the size of the product portfolio is content the importance of product policy A range of products and services that are closely related either because they are similar in function, or because they are sold to the same customer group, or through the same type of commercial organization, or within a price range Businesses can expand or narrow their products in the market depending on the level of competition or consumer demand.

* Decision to extend product range:

A firm can lengthen its product range by extending products within the range or by adding new products within its existing range Companies add lower-end, lower-priced products to attract customers The decision to extend the range of products and services helps the company reach and attract more customers.

* Research and develop new products:

New products can be brand new, improved products, improved products and new brands that the company develops through its research efforts And to be able to develop new products, companies need to go through the following steps:

Diagram 2.1 Basic steps in the new product development process

When developing a new product, the company needs to strictly follow the steps of creating a new product and bringing it to market Because the needs of customers are always changing along with the advancement of science and generationIdea Choice of ideas

Drafting and evaluating new product projects

Tested under market conditions New product design Draft marketing strategies for new products

Deploy mass production and launch to market technology and fierce competition in the market, each product has its life cycle, so it is necessary to improve, change and refresh the product to replace obsolete products.

Price greatly influences the sales volume and profit of the company Price is a specific factor in marketing, price is also the basis for customers to choose their trip Pricing decisions affect all participants in the marketing channel (customers, competitors, distributors, and the public) so the company needs to have a flexible and reasonable pricing policy to attract customers.

Profit-maximizing pricing targets are often set with companies with great reputations, good service quality, and prices that are often above the norm for peers Dominate the market the first stage of market entry requires the company to have a secure foothold Therefore, the company chooses the solution of setting prices equal to or lower than the average to approach the market, attracting customers' attention For companies whose quality and service are professional or have unique features, the price is often very high. Survival goal: Decline companies will choose to set prices to ensure survival As a result, prices are often much lower than normal levels and remain for a very short time Methods of cost-plus, target-return, value-for- money, and current-price pricing.

Distribution is giving consumers the products they need at the time, time,quality, variety, and desire In other words, it is the direction that shows the measures and tricks to bring products and services to the final customer to ensure a civilized service element.

A system of distribution channels in tourism is a collection of suppliers or individuals engaged in activities aimed at bringing customers to tourism products or providing information about tourism products to tourists The process of bringing the created tourism products to customers is called product delivery The decisions associated with that process are the product distribution strategy.

Bases for building and selecting distribution channels:

- Features of products and services

- Based on the competitive situation in the market

- Based on the characteristics of the company

From these bases, select distribution channels The distribution channel system in tourism includes two main types of distribution: direct distribution and indirect distribution.

+ Indirect distribution: Producers => Intermediaries => Consumers

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

- Travel offices or travel agents

In addition, tourism businesses can also sell goods through many different forms such as catalogues, by mail, by phone, by fax, and the Internet

Promotion is a specific and purposeful area of marketing activities that is oriented to the sale, promotion and establishment of the most favourable relationship between a company and its customers and a key set of potential customers to coordinate the dynamic implementation of the company's chosen marketing strategy and program The promotion aims to bring information about the company to customers through communication tools to stimulate customer demand to buy products and services of the company, creating conditions for customers to freely choose products consumption, creating conditions for tourism products to be consumed many times, contributing to product improvement Plan a promotion involves 4 steps:

- Reviewing and selecting promotion plans

Promotion must be timely and appropriate, after fixing, designing, printing and selecting other combined tools…

- Advertising: is a form of promotion to introduce products, ideas, goods and services without personal payment by a company.

- Promotion: is the application of a form of discount for a short time to increase sales

- Direct marketing: is a form of promotion that does not go through an intermediary company and conducts marketing activities through direct contact between customers and employees of the company.

In addition, according to M Belch and A Belch and also Phillip Kotler added the Internet, integrated communication and Phillip Kotler alone added direct marketing In tourism, the promotion tools mix includes 6 main tools, which are:

Material elements

Physical factors also play an important role in service industry enterprises A product production space is the environment where the exchange between businesses and customers takes place It is the physical environment of the business such as transaction place, logo, employee uniforms, machinery, etc.,where products and services are created, and where customers and service providers communicate In addition, there are tangible elements used to support the role of the service Because the characteristics of tourism products are intangible, in the service business, marketers must try to provide physical clues to support the location and enhance the surrounding service to reduce the intangible product image.

Definition of tourism

Currently, on a world scale, tourism has become an indispensable need in socio-cultural life and tourism activities are being developed strongly, becoming an important economic sector in many countries in the world.

The term tourism became very popular, it was derived from the French word

"Tour" which means to go around, to take a walk Tourism is associated with rest and recreation in order to recover, and improve people's health and work capacity, but first of all, it is closely related to their relocation.

The past time has proved that: tourism not only creates the movement of millions of people from one place to another but also generates many socio- economic phenomena associated with it.

Thus, tourism is a concept containing "dual" content, on the one hand, it carries the common meaning of the word "human travel" for the purpose of rest and entertainment Tourism, on the other hand, is seen from a perspective as an activity closely tied to economic results for itself.

Michell Coldman's definition of tourism: Tourism is an interactive combination of four groups of factors in the process of serving tourists.

The definition of the Faculty of Tourism and Hospitality at NationalEconomics University is as follows: Tourism is a business that includes activities, organizations, tour guides, production and exchange of goods and services businesses to meet the needs of travel, accommodation, dining, sightseeing, and entertainment, and learn about the needs of tourists These activities bring practical economic, political and social benefits to the tourism country and the business enterprises themselves.

Diagram 2.2 The relationship of groups of factors in the process of serving tourists

Therefore, the definition of tourism can be understood as follows: Tourism is a form of human activity in leisure time, related to the movement and temporary stay outside the usual place of residence for rest healing, physical and mental development, and cultural or sports awareness raising, accompanied by the consumption of natural, economic, and cultural values. [4]

It can be said that a tourism enterprise is an organization with its name, and head office, established or registered for establishment in accordance with the law for trading in products such as organizing, building, selling and conducting tourism programs for visitors, providing tourism products or carry out other business activities, ensuring to serve the needs of visitors from beginning to end in their travel process for-profit purposes.

According to Clause 1, Article 3 of the Law on Tourism 2017: “ Tourism is activities related to a person's trip outside his/her regular place of residence for a period of no more than 1 consecutive year to meet the demand for sightseeing, valuable resort, learn, explore tourism resources or combine with other lawful purposes" [5]

- Products provided by tourism businesses: in this activity agents do not directly produce products, but act as representatives of other manufacturers' sales of tourism products Intermediary products include: booking agencies, selling airline tickets and means of transportation, brokerage services for vehicle rental, travel insurance brokerage, booking and selling travel programs schedules, accommodation services, meals…

- Package tour program: characteristic for tourism activities Tourism businesses combine the products of individual manufacturers to form a finished product and sell it to tourists at a combined price.

- General products: in the process of development, tourism businesses can expand their scope of activities to become direct producers of tourism products.

- The world's major tourism businesses operate mostly in tourism-related fields, including the hotel business, the business of entertainment services, travel transportation services, and travel services Banking service for tourists,…

Service quality

In every field, every industry and every business activity, service quality plays an extremely important role To create competition, the service quality factor helps businesses a lot in bringing trust to customers High service quality, attracts many customers, brings high profits, and creates prestige for the business Service quality and customer satisfaction are always accurately assessed, service quality is associated with service delivery and customer satisfaction is assessed after using the service Factors affecting service quality also affect customer satisfaction Therefore, service quality is considered the first factor and determines whether customers are satisfied or not.

Based on the documents of the National Library of Vietnam, there are 10 criteria to evaluate service quality according to the Servqual evaluation model:

- Reliability: Refers to the ability to perform the right service on time the first time.

- Responsiveness: Expresses the desire and willingness of service staff to provide services to customers.

- Service capacity (Competence): Speaking of professional qualifications to perform services Serviceability is manifested when employees interact with customers, employees directly perform services, ability to research to capture relevant information necessary for customer service.

- Access: Related to making it easy for customers to access the service, such as shortening the customer's waiting time, service locations and opening hours favourable to customers

- Courtesy: Expresses the staff's warm, respectful and friendly service quality.

- Communication (Communication): is related to communicating, informing customers in easy-to-understand language and listening to issues related to them such as explaining services, and costs, and resolving complaints and questions.

- Credibility: Talking about the ability to create trust for customers, and make customers trust the company This ability is reflected in the name and reputation of the company, and the personality of the service staff who communicate directly with customers.

- Security: Related to the ability to ensure the safety of customers, expressed through physical and financial safety, as well as information security.

- Understanding customer: Shown through the ability to understand and capture customers' needs through understanding customer requirements, paying personal attention to them, and identifying regular customers.

- Tangibles: Shown in appearance, service staff's clothing, and supporting equipment for the service.

2.6.3 The role of service quality improvement

The role of service quality is considered for businesses and customers.

- For businesses: Service quality has a strong influence on increasing market share, increasing return on investment, increasing labor productivity, lowering production costs and ultimately increasing profits Those are long-term strategic benefits to a service business.

- For customers: Service quality has a great impact on customer satisfaction, thereby firmly building their trust and loyalty to the service and the business [6]

2.6.4 Meaning of service quality improvement

In any service business, especially tourism, improving service quality is a key factor to satisfy visitors Customer satisfaction is always a necessary factor to achieve business performance.

- Improving service quality will help increase profits for businesses

Travel customers not only feel about the tourist landscape but also feel and evaluate the service of that tourist destination Good service quality and customer psychology will want to come many times, not only that, but old customers will also introduce to customers who have never been, thereby increasing revenue for businesses.

- Increase competitiveness with other businesses

Tourists accept to pay large sums of money for their travel The fact that good service gives them a good experience will surely pay any price Investing in service quality has contributed to competing with other businesses, partly keeping a good relationship with old customers, and partly being able to receive more potential customers than other businesses with poor service quality.

- Reduce unreasonable costs of human resources

Businesses that maintain good service quality will provide employees with a positive working environment Employees tend to stay longer and more loyal to the business Therefore, the labor turnover ratio of the enterprise will decrease, and the cost of recruiting and selecting employees due to frequent disturbances will decrease.

Employees often feel proud to work in reputable and reputable enterprises in the market, they realize that the benefits of the business are closely linked to the interests of each employee himself In order to be attached to the business,employees are often more self-disciplined in their work, at the same time learn and improve their professional skills, and self-improve the missing aspects to meet the requirements of reality Thus, the good service quality of employees will help reduce the costs of training and training employees for businesses [7]

SITUATION DESCRIPTION

Phong Nha Ke Bang Tourism Center Overview

Company's name: Phong Nha Tourism Center

Address : Phong Nha town, Bo Trach district, Quang Binh province

Website : http://www.phongnhatourism.com.vn

Picture 3.1 View outside the Phong Nha Ke Bang tourism center