Tourist value and expectatiobs toward plexible tours service - building a re-feasible business plan
Abstract
As you know, a business start-up needs to have a successful business plan. Before
building a business plan, the vendors must understand deeply consumer behavior because
this is the only way to realize their customers’ wants and needs. Through this
understanding, vendors can design a new products or services to meet customers’ needs
and gain the profits.
Besides, in recent years, with the improved living standard and quality of living,
the demand of traveling is more and more increasing. Tourism becomes a lucrative
business in Viet Nam and travel companies are very competitive to approach the tourists.
Therefore, this study aims to identify or explore the tourists’ values and
expectations toward flexible tours service in order to design new kind of tours depend on
totally tourists’ demands as well as conduct a re-feasible business plan for this new
service design of Yup Trip Company to compete and success in this market. By
combining means-end theory, laddering technique and blueprint, the author is able to
make the operation process of the re-feasible startup plan more logical and feasible.
The method of the study is qualitative method, by interviewing 25 respondent
aims to understand and discover deeply their demand of traveling, purposes as well as the
values that they want to receive from those traveling. Based on the results of interview,
mean-end chains (Attribute – Consequence – Value) of Yup Trip Company will be built
in order to satisfy customers’ demands and expectations.
Re-feasible business plan of Yup Trip in this research is comprised of 7 parts:
industry analysis, market analysis, situation analysis, business description, operation plan,
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marketing plan and financial plan. Among them, operation and marketing plan is the
mostly two important parts in this business. Operation process is mostly important since
tourists and service provider can interact with each other directly at this stage. In this
process, designing Blueprint as a useful instrument explaining and improving these
interactions and how the company can manage this service efficiently in both customers
and internal management aspects. In order words, Blueprint is a tool to represent the
operation plan of the Yup Trip under the form of a logical model. Finally, marketing plan
is conducted with analyzing 4Ps (Product – Price – Promotion – Distribution). Moreover,
this plan emphasizes on the most important service’s attributes from Means-end chain so
as to ensure customers receive their desired benefit when utilizing flexible tour service of
Yup Trip Company.