NATIONAL ECONOMICS UNIVERSITY FACULTY OE FOREIGN LANGUAGES DEPARTMENT OF BUSINESS ENGLISH MAI KHAC KIEN RESEARCH ON FACTORS AFFECTING DIGITAL MARKETING ACTIVITIES IN VIETRAVEL — VIETNAM TRAVEL & MARKETING TRANSPORTS JOINT STOCK COMPANY NATIONAL ECONOMICS UNIVERSITY FACULTY OF FOREIGN LANGUAGES DEPARTMENT OF BUSINESS ENGLISH MAI KHAC KIEN RESEARCH ON FACTORS AFFECTING DIGITAL MARKETING ACTIVITIES IN VIETRAVEL —- VIETNAM TRAVEL & MARKETING TRANSPORTS JOINT STOCK COMPANY Supervisor : Pham Thi Quynh Hoa, M.A Mai Khác Kien — 11192613 — Business English 61B ACKNOWLEDGEMENT I received a lot of help from individuals and organizations while working on my final report. First and foremost, I would like to thank Ms. Pham Thi Quynh Hoa for all of her dedicated feedback, comments, and guidance on this report throughout the semester. Secondly, I would like to express my gratitude to Ms.
Truong Thu Van (my supervisor) at Vietravel - Vietnam Travel & Marketing Transports JSC. Thank you for your help during my internship and for providing me with the information I needed for my thesis. In addition, I would like to thank everyone at Vietravel - Vietnam Travel & Marketing Transports JSC for their help and advice. Thirdly, I'd like to express my gratitude to my family for their financial and emotional support.
I can go through a lot of difficulties during the research because of their acceptance and understanding. Finally, I'd like to thank my friends and respondents for taking the time to answer my questionnaire despite their busy schedules. It is their assistance that enables me to complete the data collection process and provides me with various ideas for making this research unique. Mai Khác Kien — 11192613 — Business English 61B EXECUTIVE SUMMARY Customers are increasingly searching for product information on digital platforms as the Internet's popularity grows.
As a result, businesses are increasingly investing in digital marketing channels. In such a rapidly developing economy, competition is becoming increasingly fierce. It is easy for a company to fall behind if it lacks something that sets it apart from the competition. In this case, digital marketing can help a company get closer to its target customers, especially if cutting-edge technology is used.
As a result, for a travel company like Vietravel - Vietnam Marketing & Travel Transports Joint Stock Company, understanding what contributed positively to the effectiveness of digital marketing services is critical. Tourism is an industry that is benefiting greatly from the burgeoning digital world, especially as restrictions ease and global covid-19 vaccination appears to be nearing completion. Therefore, the objective of this study is to analyze the factors affecting digital marketing activities in Vietravel — Vietnam Marketing & Travel Transports Joint Stock Company and suggest some recommendations to improve the digital marketing quality. Some prior literature was analyzed to emphasize the crucial issues in this thesis.
In which, four main factors were focused on, including content, accessibility, user’s experience and customization. The data was collected via questionnaire, with the participation of 150 current customers of Vietravel JSC. To begin, the thesis provided some basic information about Vietravel JSC as well as its digital marketing-related services. Second, the research covered various aspects of digital marketing, such as its definition, characteristics, benefits and drawbacks, tools used in digital marketing, and factors influencing digital marketing activities.
It also presented a framework for the factors influencing digital marketing services in a travel company. The study discovered that customers are generally satisfied with the digital marketing services provided by Vietravel Company based on the theoretical framework as well as reasonable data collection methods such as a questionnaire and web research. Furthermore, it demonstrated the impact of the theoretical framework's four groups of factors on digital marketing activities. The four aspects are content, accessibility, user experience, and customization.
The results showed that the user experience factor had the most influence, while the content aspect had the 1 Mai Khác Kien — 11192613 — Business English 61B least. The level of influence also indicates Vietravel's performance with these factors. All of the findings were discussed in order to make _ several recommendations to improve digital marketing services at Vietravel - Vietnam Travel & Marketing Transports JSC. 11 Mai Khác Kien — 11192613 — Business English 61B TABLE OF CONTENTS ACKNOWLEDGEMENT.
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c5 5555 s+++svx 13 CHAPTER 2: THEORETICAL FRAMEWORK. -- - óc HH HS HH HH ng 15 2.1 The definition Of MArKeting .Ă cà Sàn hhtkseerreseeereeseerre 15 2.2 The definition of digital HATK€fÏH.3 Characteristics of digital MATKCtING .4 Advantages of digital HATK€fiH. Ăn hi, 19 iV Mai Khác Kien — 11192613 — Business English 61B 2.5 Disadvantages of digital MATKCtNG .6 Digital marketing CHANNELS .2 Previous studies on frameworks about factors affecting digital Marketing activities 2. sgk ưệt 27 CHAPTER 3: FINDINGS AND ANALYSIS.1 The real situation of digital marketing services at Vietravel .1 Report on the business situation of Vietravel in 2022.2 Evaluation of Viteravel’s digital marketing activities on “vietravel.com” through KPIs over the previous three months.
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xiii Mai Khác Kien — 11192613 — Business English 61B LIST OF FIGURES Figure 1.1: Number of digital buyers worldwide from 2020 to 2025.2 Main products and services of Vietravel. Vietravel Joint Stock Company’s organizational structure. Proposed research conceptual framework.1 Aspects of the Vietravel website influenced the customer's decision to continue using its S€TrVIC€S. Error! Bookmark not defined.2 The content performance of the Vietravel website.3 The Accessibility performance of the Vietravel website .4 Customers’ often used research tools .-----+++<s++<cx+ssexssss 35 Figure 3.5 Vietravel’s brand aWAaT€TI€SS.-- + vn ng rưy 36 Figure 3.6 The popularity of Vietravel Company promotional posfs.7 The popularity of various forms of promotion used by Vietravel.8 The quality of Vietravel's website's digital marketing services .9 The Customization performance of the Vietravel website.
39 vi Mai Khác Kien — 11192613 — Business English 61B LIST OF TABLES Table 2.1 Three stages of E- MICA Model. cee ceeceesceesseeeseeeeneeeeneeeeaeeeseeeeaes 26 Table 2.2 Description of each đimenSIOH.1 Vietravel's 2021/2022 customer anaÌyS1S.2 Viteravel’s digital marketing activities on “vietravel.com” through KPIs over the previous three montÏhs.-- 5 55+ +£++seseeses 31 vii Mai Khác Kien — 11192613 — Business English 61B LIST OF ABBREVIATIONS SEM : Search Engine Marketing SEO : Search Engine Optimization JSC : Joint Stock Company PPC : Pay — Per -Click SMM : Social Media Marketing CPC : Cost-Per-Click SEM : Search Engine Marketing vill Mai Khác Kien — 11192613 — Business English 61B INTRODUCTION 1. Background In today's world, the Internet has become an integral part of our lives and businesses. As customers become more tech-savvy, they prefer to shop online or browse through social networking sites rather than head to their local stores as seen in charts about the Number of digital buyers worldwide from 2020 to 2022 with forecast to 2025.1: Number of digital buyers worldwide from 2020 to 2025 How Many People Shop Online? 3 7 2.37 billion Source: eMarketer OBE RLO Customers have access to a wealth of information about their desired products in a digitalized world, including pricing, quality, delivery costs, and other features.
Consumer behavior is changing as the number of available digital platforms continues to grow rapidly. This has major implications for businesses in terms of how they market their products and services. Enterprises must be aware of how customers approach various types of information online in order to create new marketing models that are tailored to these new customer preferences and behaviors. This shift in consumer behavior has made it necessary for businesses to approach their customers in a different way.
Companies are now focusing on creating personalized experiences that are tailored to the needs of each individual customer, and this requires them to use the latest digital tools and strategies. By taking advantage of the benefits offered by modern technology, businesses can effectively engage with their target audience and increase their sales. The digital revolution has had a significant impact on the global economy, with tourism being one of the industries that has seen a significant increase. This Mai Khác Kien — 11192613 — Business English 61B is due to significant changes in technology and marketing strategies used to promote tourism products and services, as well as the development of new electronic platforms for travelers worldwide.
As a result, tourism has experienced an upward trend and has become one of the world's fastest growing economic sectors. Tourism is now regarded as one of the most important sources of income and employment for many countries on all continents, with businesses relying on technology to develop new ways to attract customers from other countries. Furthermore, technological advancements have made travel easier than ever before by providing more convenient services such as online booking systems for flights and hotels. Furthermore, e-commerce platforms have made it easier for travelers to buy goods while on vacation or traveling.
The coronavirus pandemic has had a significant impact on the travel and tourism industries, with global international arrivals in 2022 remaining 30% lower than pre-pandemic 2019 levels. International travel is becoming more difficult due to varying levels of border control and vaccine passports. Many countries have found it difficult to open their borders and allow safe travel while also controlling the spread of COVID-19. As a result, instead of traveling abroad, many people prefer to take shorter trips within their home countries or regions.
This situation has had a major impact on the travel and tourism industry worldwide. Airlines have had to reduce flights and lay off staff due to decreased demand for international travel, while hotels and other accommodation providers have experienced a drastic decrease in bookings. These businesses must find creative ways to adapt their services to meet the new demands of travelers during this challenging time. Nonetheless, despite a variety of challenges such as the economic situation and ongoing geopolitical uncertainty, the tourism and travel industries are expected to see a sharp increase in demand during the recovery phase beginning in 2023 as international traveler numbers return to pre-pandemic levels.
This could lead to a greater reliance on innovative technologies such as Al-based virtual trips, chatbots for mobile bookings, and automated processes for airport navigation in order to remain competitive and meet rising consumer demands. With this promising prospect, the ongoing recovery of these two industries provides invaluable insight into how digital innovation can drive their long-term success post-pandemic. Mai Khác Kien — 11192613 — Business English 61B 2. Rationale Vietnam is a country blessed by nature with many scenic spots; the beauty of Vietnam is always the pride of the nation; and many places in Vietnam have been designated as UNESCO World Heritage Sites.
This is a highlight that tourists from all over the country and the world want to see.