DSpace at VNU: Marketing mix in tourism the case of Go Asia Travel

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. 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


CHAPTER 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

1.6.3 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
Books:

1.

Al Ries (2005), Focus: The Future of Your Company Depends on It

2.

Charles Schewe and Alexander Hiam, (1998), The portable MBA in marketing.


3.

Christopher H Lovelock and Jochen Wirtz, 2010, Services Marketing (7th Edition)

4.

James C Collins and Jerry I Porras, (2004) Built to last: Successful Habits of

Visionary Companies, HarperCollins Publishers
5.James C Collins and Jerry I Porras, (2001) Good to great, HarperCollins Publishers

6.Michael E.Porter (1985), Competitive Advantage, Creating and Sustaining Superior
Performance.
7. Nguyen Thị Thu Mai, 2009, Marketing điểm đến Du lịch (tourist destination marketing),
Thanh Nien Publishing.
8. Philip Kotler (2008), A Framework For Marketing Management, fourth edition, Prentice
Hall Publishing,
9. Philip Kotler, (2001) Kotler on marketing
10. Paul Temporal (2000), Branding in Asia, revised edition, Sail Wah Press.
11. Paul Temporal , (2006 ) Asia's Star Brands
12. Paul Fifield (1989), Marketing strategy, Second edition, Gillingham, Kent
13. Porter, M.E. (1979), How competitive forces shape strategy, Harvard business
Review.
14. Spencer Johnson, (1998), Who Moved My Cheese? An Amazing Way to Deal with
Change in Your Work and in Your Life.
15. Tony Lê Đình Tuấn, Thứ tư, 24 Tháng năm 2006, Nguyên tắc “thắng trận” trong
marketing du lịch, Vietbao
16. Victor Middleton (2009), Alan Fyall and Michael Morgan, Marketing in Travel and
Tourism, The fourth edition.
17. W. Chan Kim and Renee Mauborgne (2005), Blue ocean strategy: How to create
uncontested market space and make competition irrelevant.
Websites:

18. www.netmba.com/strategy/pest/


19. 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

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-legendmetropole/danh-gia.html
29. />30. 8
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