Marketing mix in tourism the case of Go Asia Travel Nguyễn Đắc Quý Khoa Quản trị Kinh doanh Luận văn Thạc sĩ ngành: Quản trị kinh doanh; Mã số: 60 34 05 Người hướng dẫn: TS.. Quản trị
Trang 1Marketing mix in tourism the case of
Go Asia Travel
Nguyễn Đắc Quý
Khoa Quản trị Kinh doanh Luận văn Thạc sĩ ngành: Quản trị kinh doanh; Mã số: 60 34 05
Người hướng dẫn: TS Phạm Quý Long, TS Nguyễn Thị Phi Nga
Năm bảo vệ: 2011
Keywords Quản trị kinh doanh; Marketing; Quản lý tiếp thị; Du lịch
Content
TABLE OF CONTENTS
ACKNOWLEDGEMENTS i
ABSTRACT ii
TÓM TẮT iv
TABLE OF CONTENTS vi
LIST OF FIGURES ix
LIST OF TABLE x
LIST OF ABBREVIATIONS xi
INTRODUCTION 1
Significance of The Thesis 1
Literature Review 2
Objective of The Study 3
Scope of the Study 3
Data Sources and Research Methodology 3
Contribution of The Study 4
Structure of The Study 4
Trang 2CHAPTER 1: THEORY BACKGROUND OF MARKETING AND MARKETING MIX
IN TOURISM 5
1.1 CONCEPT OF MARKETING 5
1.2 CONCEPT OF MARKETING IN THE SERVICE IN DUSTRY 6
1.2.1 Product: 8
1.2.2 Pricing: 11
1.2.3 Promotion: 13
1.2.4 Place 17
1.2.5 People 19
1.2.6 Process 20
1.2.7 Physical Evidence 21
1.3 CONCEPT OF TOURISM 21
1.4 CHARACTERISTICS OF TOURISM PRODUCTS 22
1.4.1 Inflexibility 22
1.4.2 Inventory / Perish ability 22
1.4.3 Inconsistency 23
1.4.4 Intangibility 23
1.4.5 Seasonality: peaks and troughs in demand 24
1.4.6 High fixed costs of service operations 24
1.4.7 Interdependence or inseparability of tourism products: 25
1.5 MARKETING MIX FOR TOURISM INDUSTRY 26
1.5.1 Products 26
1.5.2 Pricing 26
1.5.3 Promotion 27
1.5.4 Place 27
1.5.5 People 27
1.5.6 Process 27
1.5.7 Physical Evidence 28
1.6 ANALYZING TOOLS USED IN THIS THESIS 28
1.6.1 External environment analysis: 28
1.6.2 Internal and external environment analysis: 31
Trang 31.6.3 Interview and questionnaire 33
CHAPTER 2: MARKETING MIX IN GO ASIA TRAVEL COMPANY ANALYSIS 36
2.1 Introduction of Go Asia Travel Company 36
2.1.1 Overview of Go Asia Travel Company 36
2.1.2 Company Organization Chart 37
2.1.3 Products of Go Asia Travel Company 37
2.2 The factors influence on Marketing Activities of the company 38
2.2.1 Customer 38
2.2.2 Competitors 40
2.2.3 Partnership 44
2.3 Marketing mix decisions of GAT travel 45
2.3.1 Product: 45
2.3.2 Price 52
2.3.3 Promotion 54
2.3.4 Places 59
2.3.5 People 61
2.3.6 Process 63
2.3.7 Physical evidence 64
2.4 Assessment of GAT’ marketing activities 66
2.4.1 Positive Sides 66
2.4.2 Negative Sides 67
CHAPTER 3: RECOMMENDATION TO GO ASIA TRAVEL 69
3.1 Philosophy of GAT 69
3.2 Solutions to improve the effectiveness of marketing activities in GAT 70
REFERENCES 80
APPENDIX 82
References
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Trang 43 Christopher H Lovelock and Jochen Wirtz, 2010, Services Marketing (7th Edition)
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Review
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Websites:
18 www.netmba.com/strategy/pest/
Trang 519 www.mystrategicplan.com/resources/internal - and - external - analysis/
20 www.quickmba.com/marketing/mix/
21 www.easy - marketing - strategies.com/marketing - strategy - process.html
22 www.hotelmarketing.com/index.php/content/internet-marketing
23 www.hotelmarketing.com/index.php/content/article/travel_trends_for_2012_ according_to_tripadvisor
24 www.tripadvisor.com/Attraction_Review-g293924-d223 4933 -Reviews- Go_Asia_Travel_Alova_Sails_Day_Tour-Hanoi.html
25 www.qype.co.uk/place/1857570-GAT-Travel-Go-Asia-Travel-Hanoi
26 www.agoda.com/asia/vietnam/halong/alova_halong_cruise.html
27 www.vietnamtourism.gov.vn/index.php?cat=2020
28 www.khachsan.chudu24.com/ks/893/khach-san-sofitel-legend-
metropole/danh-gia.html
29 http://www.expedia.com/Vacation-Packages
30 http://www.getyourguide.com/en/tours/vietnam/?nid=24 8
31 http://www.ecotourdirectory.com/ecotourism/