An investigation into establishing marketing plan for a tourism company : The case study of dolphin tourist
Abstract
Vietnam tourism Market is developing in recent years, the number of tourists to
Vietnam more and more increasing. Meanwhile, in the domestic tourism market,
economic growth has created a powerful segment of the population with high incomes.
When physical conditions have been met, then people tend to satisfy the spiritual
demands. Thus, the tour is growing and expanding into multiple destinations with many
different types to meet the wishes of many customers.
Besides traditional tourism packages, one of a completely new tourist packages is
honeymoon tour. This is a vacation for the new couple, was held immediately after the
wedding days. Foreseeing this trend, Dolphin Tourist Company released the honeymoon
tours - one of special tour packages of Dolphin tourist. The company hopes these tours
will bring brilliant achievements in the near future.
The main purpose of this research is to establish marketing plan for Dolphin
Tourist Company, therefor, some recommendations and suggestions will be given for this
company to improve its service quality as well as give some marketing strategies. The
qualitative method is applied for this study by focus group and in-depth interview
methods. The data is collected in a month, from March 22nd to April 22nd in Ho Chi
Minh City. After that, data is analyzed through interviews results.
The specific contents will be presented in the marketing plan respectively. The
establishment of a specific marketing plan for Dolphin Tourist 's tour packages will focus
strictly company's resources, invest right place, right time and right way to achieve
effective business support and support for the implementation of company's goals.