(123doc - VN) - Phan-Tich-Chien-Luoc-Marketing-Tour-Du-Lich-Noi-Dia-Cua-Vietravel

Phn tch chin lc marketing tour du lch ni a ca Vietravel
TRNG AI HOC KINH T THANH PH H CHI MINH
TIU LUN
PHN TICH CHIN LC MARKETING

TOUR DU LCH NI A CA VIETRAVEL
GVHD: ThS. Nguyn Cng Dng

Nhom lam tai (Nhom 5):
Tn SV
Vo Trn Du Ai
Nguyn Th Thuy Na
Dng Th Yn Nhi
Vn Minh Phng
Pham Minh Thng
Nguyn Th Kim Tuyn
Ng Hong V
Lp Marketing VB2 K16
Thng 06, nm 2014
NHN XT
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2
MC LC
LI M U.............................................................................................................4
1. KHAI NIM.........................................................................................................5
1.1.
KHAI NIM LIN QUAN N CNG TY L HNH .............................5
1.2.
KHAI NIM KHACH DU LCH...................................................................5
1.3.
NHU CU CA KHACH DU LCH ............................................................5
2. PHN TCH CHIN LC MARKETING TOUR NI A CA

VIETRAVEL...............................................................................................................7
2.1.
GII THIU CNG TY VIETRAVEL .........................................................7
2.2. HOT NG PHN ON TH TRNG V KHACH HNG MC

TIU ...................................................................................................................... 10
2.2.1.
Phn oan th trng .............................................................................10
2.2.2.
Khch hng mc tiu .............................................................................11
2.2.3.
Kh nng p ng nhu cu khch hng ca Vietravel............................12
2.3. PHN TCH CHIN LC MARKETING TOUR NI A CA

VIETRAVEL .........................................................................................................13
2.3.1.
Sn phm ..............................................................................................13
2.3.2.
Gi.........................................................................................................19
2.3.3.
Phn phi ..............................................................................................21
2.3.4.
Xc tin.................................................................................................22
2.3.5.
Con ngi .............................................................................................28
2.3.6.
Quy trnh ...............................................................................................30
2.3.6.1.
Quy trnh thit k tour.....................................................................30
2.3.6.2.
Quy trnh cung cp dch v.............................................................32
2.3.6.3.
Quy trnh gii quyt khiu nai.........................................................38
2.3.7.
2.4.
Yu t hu hnh.....................................................................................39
ANH GIA V XUT.........................................................................42
2.4.1.
nh gi.................................................................................................42
2.4.2.
xut...................................................................................................45
KT LUN...............................................................................................................48
PH LC 1_ Kt qu kho st cht lng dch v tour TP HCM Nha Trang........49
TI LIU THAM KHO..........................................................................................52
3
LI M U
X hi ngy cng pht trin v tin b, con ngi ngy cng c nhiu s thch v nhu
cu phong ph, a dang. Dch v du lch ni ln nh mt trong nhng nhu cu thit
yu ca con ngi. C rt nhiu loai hnh du lch: tham quan, ngh dng, khm ph,
iu tr, v.v... Ngi ta cng c th kt hp du lch vi cng vic, mt hnh thc kh
mi, phc v cho nhng chuyn cng tc xa. Thy c mc hot cng nh
ngun li nhun to ln t loai hnh dch v ny, cc cng ty du lch mc ln nh nm,
vi v s phng thc mi gi khch hng. Nh vy, lm th no gia mun vn
s la chn, khch hng ch v t trn nim tin ni cng ty ca chng ta?
C th ni, hin nay, Vietravel l mt trong s nhng doanh nghip ng u, ni bt
nht v dch v du lch. Sau 19 nm hoat ng, vi v tr, th phn v doanh s nh
ngy hm nay (lin tc ng trong danh sch Top 500 Doanh nghip ln nht Vit
Nam, nm 2013 l nm th 4 lin tip ph v k lc v doanh thu trong ngnh du lch
Vit Nam vi hng loat gii thng uy tn trong v ngoi nc), Vietravel ang
chng minh v th vng manh ca mnh khng ch trong ngnh du lch trong nc m
cn vn rng ra tm khu vc v chu A.
ti hm nay ca chng ti Phn tch chin lc Marketing tour du lch ni a
ca Vietravel, bng cch thng qua chin lc 7P, s lm ro cch thc Vietravel tao
dng thng hiu, xy dng v th v ngy cng n gn vi khch hng nh th no.
Qua , chng ti s c mt s xut, gp nhm b sung, xy dng nhng im
yu km cn khc phc ca cng ty du lch ny.
1.
KHI NIM
1.1.
KHI NIM LIN QUAN N CNG TY L HANH [6]
Doanh nghip l hnh: l mt loai hnh doanh nghip du lch c bit kinh doanh
ch yu trong lnh vc t chc xy dng, bn v thc hin cc chng trnh du lch
trn gi cho khch du lch. Ngoi ra cng ty l hnh cn c th tin hnh cc hoat
ng trung gian v bn cc sn phm ca cc nh cung cp du lch hoc thc hin cc
hoat ng kinh doanh tng hp khc nhau m bo phc v nhu cu du lch ca
khch hng t khu u tin n khu cui cung.
Kinh doanh l hnh: l vic u t thc hin mt, mt s hoc tt c cc cng
vic trong qu trnh chuyn giao sn phm, thc hin gi tr s dng hoc lm gia
tng gi tr ca n chuyn giao sang lnh vc tiu dung vi mc ch li nhun.
Kinh doanh l hnh ch yu ng vai tr mi gii v t chc cc chng trnh du
lch trn gi. Chng trnh du lch l sn phm ct loi ca cng ty l hnh. Chng
trnh du lch hp dn, gi c hp l v cht lng dch v hon ho i vi tng i
tng khch l yu t quan trng nht trong vic thu ht khch hng.
1.2.
KHI NIM KHCH DU LCH

Khch du lch l ngi ri khi ni c tr thng xuyn ca mnh trong thi gian t
nht l 24 gi v khng qu 1 nm vi cc mc ch khch nhau c th l gii tr
cng v hi hp, thm gia nh ngoi hoat ng tr lng tai ni n. (Theo WTO)
1.3.
NHU CU CA KHCH DU LCH [3]

Nhu cu du lch, xt v mt bn cht l mt trong s nhng nhu cu ca con ngi.
Theo gio trnh tm l v ngh thut giao tip ca khoa Du lch v Khch san trng
ai hc kinh t Quc Dn H Ni th : nhu cu du lch l mt loai nhu cu c bit v
tng hp ca con ngi, nhu cu ny hnh thnh v pht trin trn nn tng ca nhu
cu tm l (n mc, ng, i lai) v cc nhu cu tinh thn (ngh ngi, gii tr, nhn
thc v khng nh mnh).
Khi phn tch nhu cu ca khch du lch ta c th phn ra thnh:
-
Nhu cu thit yu
Nhu cu c trng
Nhu cu b sung
m t c th hn, ta thy rng nhu cu thit yu l nhu cu i hi s tn tai ca

con ngi, nhu cu c trng l nhu cu cm th ci p v gii tr y l nhu cu
dn n quyt nh du lch ca du khch, nhu cu b sung l nhu cu dn n quyt
5
nh du lch ca du khch, c th ni nhu cu b sung l nhu cu pht sinh thm trong

chuyn hnh trnh.
Sau y ta s xt ring tng nhu cu ca khch du lch:
-
Nhu cu thit yu:

Nhu cu vn chuyn: Nhu cu vn chuyn trong du lch c hiu l s tt yu
phi di chuyn trong chuyn i t ni thng xuyn n im du lch no
v ngc lai v s di chuyn ca khch trong thi gian khch lu lai im
du lch, chng ta bit rng hng ha dch v du lch khng vn chuyn c
n im khch , m mun tiu dung sn phm du lch th khch phi ri ch
thng xuyn ca mnh n im du lch thng cch xa ch ca mnh,
ni tao ra cc sn phm du lch, v iu kin tiu dung du lch. Do iu
kin tin quyt ca du lch l phng tin v cch thc t chc vn chuyn du
lch.
Nhu cu lu tr v n ung: Nhu cu ny bn thn n l thit yu nhng song
trong khi du lch nhu cu ny khc hn so vi nhu cu ny trong i sng
thng nht. Nhu cu lu tr n ung trong du lch c tha mn cao hn,
nhng nhu cu ny khng nhng tha mn c nhu cu sinh l m cn tha
mn c nhu cu tm l khc. Khi s dng dch v ny khch du lch s
c cm nhn nhng nt c trng ca kiu phong cch kin trc v tp qun
n ung im du lch no , cm nhn c bn sc vn ha, nn vn minh
ca cng ng ngi . Tm l ca khch du lch l khi n im du lch
phi c mt cm gic thoi mi, th gin cho nn trong lu tr cn b tr th
no cho khch c mt cm gic mi la thch th cho tinh thn h c
th gin. Trong kinh doanh du lch th vic t chc lu tr v n ung l ht
sc quan trng, ng vai tr quyt nh n s thnh bai ca doanh nghip.
Khu t chc n ung v lu tr c cht lng cao c th hin nng lc
chuyn mn, nghip v, phong cch giao tip, thi phc v v n tao ra tm
l tt cho khch du lch.

Nhu cu c trng:
y l nhu cu c trng trong du lch v bn cht y l nhu cu thm m
ca con ngi. Cm th gi tr thm m bng cc dch v tham quan, gii tr,
tiu khin tao nn ci gi l cm tng du lch trong con ngi. Khi tham
quan, gii tr chng ta tm n cc gi tr thm m m thin nhin ban tng
6
hoc do chnh ng loai tao ra ni du lch l ni m khch du lch tm thy.

Do , cc ni dung tham quan, gii tr, phi m bo tnh khoa hc, at c
-
gi tr thm m, m bo th gin c mt th cht ln tinh thn.

Nhu cu b sung:
Nhu cu v mt s hng ha dch v khc trong chuyn i lm pht sinh ra
cc dch v b sung. Cc dch v ny pht sinh xut pht t cc yu cu a
dang nh yu cu v hng ha, lu nim, cc dch v thng tin, lin lac, h
chiu, visa, t ch mua v Khi tin hnh cc dch v ny cn phi m bo
cc yu cu thun tin, khng mt nhiu thi gian, cht lng ca dch v phi
m bo, gi c cng khai. Trong chuyn i pht sinh nhiu nhu cu b sung,
cc nhu cu ny lm cho chuyn hnh trnh tr nn hon thin hn, thun tin
hn, hp dn hn bi cc dch v b sung. a dang ha cc loai dch v, t
chc phc v tt cc dch v l yu t c th lu khch lai lu hn v chi
tiu nhiu hn.
2.
PHN TICH CHIN LC MARKETING TOUR NI A CA

VIETRAVEL
2.1.
GII THIU CNG TY VIETRAVEL [12]
L mt trong nhng cng ty l hnh u tin tai Vit nam, Vietravel l nh cung cp
dch v tour trn gi v chuyn nghip nht hin nay. Ngy 20/12/1995, Cng ty Du
lch v tip th GTVT trc thuc B Giao Thng Vn Ti (Vietravel) ra i trn c s
ca trung tm Du lch- tip th v dch v u t (Tracodi Tourism) c thnh lp
ngy 15/08/1992, tai 16BIS Alexander de Rhodes, Qun 1, thnh ph H Ch Minh
(TP HCM). Thnh lp v pht trin t nm 1995, cng ty Vietravel khng ngng ln
manh v khng nh v tr thng hiu ca mnh khng ch pham vi trong nc m
cn m rng ra cc nc trong khu vc v trn th gii. Hin nay, ngoi tr s chnh
t tai s 190 Pasteur - qun 3 TP HCM, Vietravel cn c hn 30 vn phng, trung
tm, chi nhnh trong c nc.
Th trng chnh: Ton cu
Lnh vc kinh doanh:
-
Du lch ni a (Domestic)
Du lch nc ngoi (Outbound)
Du lch phc v khch quc t (Inbound)
H thng dch v khc: Dch v hng khng, tr gip sn bay, Dch v Vn

chuyn du lch (Xe, tu cao tc, tu ho...), T vn du hc, Xut khu lao
ng, Dch thut, Dch v giao nhn, Thu i ngoai t.
Thnh lp t nm 1995 n nay sau 18 nm Vietravel pht trin h thng phn

phi rng khp trong c nc, t: H Ni, Lo Cai, Vinh, Hi Phng, Hu, Nng,
Quy Nhn, Qung Ngi, Nha
Trang, Phan Thit, Bun Ma
Thut, Tp. HCM, Vng Tu,
ng Nai, Bnh Dng, Cn Th,
Long Xuyn, Ph Quc, C
Mau... v cc vn phng ai din
tai quc gia trn th gii nh: M,
Thi Lan, Campuchia... v s tip
tc pht trin h thng phn phi
Biu 1: S lt khch Vietravel qua cc nm
n hu ht cc quc gia trng

im du lch trn th gii nhm
gp phn qung b hnh nh du
lch Vit Nam v thu ht du khch
n vi Vit Nam cng nh a
ngi Vit n khp nm chu
ngy cng nhiu hn na.
L cng ty ng u cc cng ty
Biu 2: Doanh thu Vietravel qua cc nm
du lch tai Vit Nam hin nay, vi

mc doanh thu nm 2013 t trn 3.062 t, Vietravel tip tc khng nh c
v tr s 1 ca mnh v cht lng dch v, sn phm phong ph a dang, chnh sch
chm sc khch hng chu o, v khng ngng ng dng cng ngh, tao nn nhiu
tin ch nhm p ng mt cch nhanh chng v kp thi nhu cu ca du khch mi
lc mi ni.
Vi thnh tch hon thnh xut sc nhim v c giao tai hi ngh APEC 2006.
Chnh ph trao tng cho cng ty du lch Vietravel phn thng cao qu - Hun
8
chng Lao ng hng II v nm 2010 Ch tch nc trao tng Hun chng

Lao ng Hng I cho Vietravel - n v C thnh tch xut sc trong cng tc t
nm 2005 2010, gp phn vo s nghip xy dng Ch ngha x hi v bo v t
quc. Bn canh , Vietravel cn n nhn hng trm danh hiu, bng khen, c thi
ua ca B Giao thng vn ti, Tng cc Du lch, cc c quan truyn thng Trung
ng v a phong v ca bn c cc bo: Si Gn Gii Phng, Si Gn Tip
th, SaigonTimes, Thi bo Kinh t Vit Nam
c bit, Vietravel cn vinh d c nhn cc gii thng quc t nh: The
Friends of Thailand ca Tng cc Du lch Thi Lan, Outstanding Tour
Operator 2010 ca B Du lch Campuchia, Cp Tourism Alliance Awards 2010
Nha iu hanh tour Du lch nc ngoai tt nht ng Dng ca ngnh Du lch
cc nc ng Dng Trong , Vietravel vinh d la cng ty l hanh duy nht
ca Vit Nam c bnh chn l Top 16 cng ty l hanh hang u Chu vi
Danh hiu "Best Travel Agency Vietnam" ca Gii thng "TTG Travel Awards
2011, 2012, 2013" do bo TTG ASia - t bo Du lch hng u ca ngnh cng
nghip l hnh Chu A - Thi Bnh Dng bnh chn, ln u tin nhn Gii thng
Du lch th gii vo thng 10/2013 (WTA).
Trn c s pht trin bn vng sau 18 nm hnh thnh v pht trin, trong giai on
2012 2015, Vietravel s tin hnh ti c cu m hnh hoat ng ca Cng ty gm
06 cng ty thnh vin nhm pht trin kinh doanh trong lnh vc du lch theo hng
chuyn su. Theo d kin, n ht nm 2015, Vietravel s hon tt vic trin khai
mang li 11 vn phng du lch tai cc th trng trng im trn th gii nh: Hoa
K, Php, Hng Kng, Singapore, Malaysia, Thi Lan, Campuchia... v hng n
tr thanh mt trong 10 cng ty l hanh hang u khu vc ng Nam vi mc
tiu phn u t c 500.000 600.000 lt khch vi doanh s trn 4.500 t
ng vao nm 2015, n nm 2020. Vietravel phn u t c 1.000.000
khch va tr thanh mt trong 10 cng ty du lch hang u chu . y l mc
tiu y th thch nhng vi mt mc tiu chung, Vietravel v ang hin thc ho
nhng mc tiu chin lc ca mnh.
2.2.
HOAT NG PHN OAN TH TRNG VA KHCH HANG MC

TIU
2.2.1. Phn on th trng [8]

Phn oan th trng l mt bc quan trng trong qu trnh hoat ng ca bt k
doanh nghip no, doanh nghip ch ng phn khch hng theo nhng du hiu
nht nh, nhn bit ro nhu cu ca h, tp trung vo phc v mt b phn khch
hng c th, m bo kinh doanh c an ton v hiu qu hn vi ngun lc c han
ca mt doanh nghip, v c th tao ra cc c tnh c thu cho hng ha nhm phc
v tt hn cho b phn khch hng c la chn.
Vietravel tin hnh phn oan th trng theo cc tiu thc sau:
Phn on th trng theo a l:
Phm vi khu vc
Khch OutboundKhch ni a (Domestic)
Khch Inbound
Min Bc
Min Trung
Min Nam Nht Malay-siaThi Lan
Trung Quc
Phn on theo nhn khu hc:
N hn khu hc
Thanh nin
Tui tc
Trung nin
Cao nin
Cao
Thu nhp
Trung bnh
Thp
Phn on theo mc ch chuyn i ca khch hng:

10
M c ch chuyn i
Vn ha
S kin
Du lch thun ty
Ngh dng cha bnh
Cng v
Thm thn nhn
Th thao
Vietravel p dng phng php phn oan nhiu ln, theo h chn tiu thc phn
oan theo a l lm cn bn sau dung thm hai tiu ch nhn khu hc v mc
ch chuyn i phn oan th trng nhm a ra cc danh mc sn phm phu
hp.
2.2.2. Khch hang mc tiu [4] [11]
Cng ty la chn pht trin u trn c 3 th trng l th trng khch du lch ni
a (Domestic), khch du lch Inbound, khch du lch Outbound.
C th, th trng mc tiu ca Vietravel bao gm cc khch c tui t 28 n 42
vi thu nhp 700 n 2000 USD.
Giai oan 2013 2018, s pht trin thm cc tour cho gii tr c thu nhp hoc mc
chi tiu cao.
Giai oan 2017 2023, pht trin thm cc tour ngh dng cho ngi c tui t
55 n 65.
c im khch hng ni a:
Mi mt khch hng n t cc vung min khc nhau mang lai nhng c im tiu
dung khc nhau. Khch du lch ni a c i sng tnh cm kn o, nng tnh, c
thc dn tc v cng ng cao, cn cu chu kh trong lao ng. Nhn chung hnh vi
ca khch du lch ni a c cc c im sau y:
11
Thi gian lu tr ca khch du lch ni a thng ngn hn, trung bnh ch

khong 3-4 ngy, iu ny tuy thuc vo cc mc ch khc nhau ca chuyn
i.
i vi khch du lch ni a, khch thng mua trc tip cc phn chnh ca
chng trnh du lch nh: t phng trc tip, t thu phng tin vn
chuyn, m t khi mua chng trnh trn gi ca cng ty v thng c
nh mc trong gii han v ti chnh ca mnh.

i vi khch du lch ni a th cu v dch v vui chi gii tr l ch yu.
Khch du lch ni a thng i theo nhm ngi nh gia nh hay cc on
vi s lng ln.
Tc tng trng ca th trng ni a:

Ch tiu
Khch
ni
(nghn lt khch)
Tc tng trng
(%)
Ch tiu
Khch
ni
(nghn lt khch)
Tc tng trng
(%)
2000
2001
2002
2003
2004
2005
2006
11.200
11.700
13.000
13.500
14.500
16.100
17.500
4,5
11,1
3,8
7,4
11,0
8,7
2007
2008
2009
2010
2011
2012
2013
19.200
20.500
25.000
28.000
30.000
32.500
35.000
9,7
6,8
22,0
12,0
7,1
8,3
7,7
2.2.3. Kh nng p ng nhu cu khch hang ca Vietravel

Nhu cu khch hng
p ng ca Vietravel
Nhu cu thit yu: n, ung, di chuyn, Vi h thng lin kt nh hng, khch
lu tr
san rng ri trn khp c nc, Vietravel

m bo cung cp y nhu cu ny
ca khch hng.
Di chuyn c th bng t, tu ha hoc
my bay tuy theo thit k tour.

Nhu cu c trng: thng thc cnh Nm vng iu kin t nhin kh hu ca
quan, gii tr.
Vit Nam, Vietravel lun a ra cc

chng trnh tour phu hp vi tng thi
im trong nm, cam kt mang lai tri
12
nghim tuyt vi. Ngoi ra, cc im n

lun c th sn sng p ng cc nhu cu
gii tr th gin ca khch hng, gip
khch hng thoi mi c v th cht ln
tinh thn.
Nhu cu b sung: hng ha, lu nim, Vietravel ngoi chc nng kinh doanh
thng tin, lin lac, t v my bay, hi cc tour du lch, h cn thc hin cc
hp, t chc s kin
dch v khc nh t v my bay, t chc

s kin kt hp du lch ng thi ngy
cng m rng cht lng dch v s gip
Vietravel p ng ngy cng nhiu nhu
cu b sung mong mun ca khch hng.
2.3.
PHN TICH CHIN LC MARKETING TOUR NI A CA

VIETRAVEL [12]
2.3.1. Sn phm [5]

Sn phm hay li ch ct li:
i vi dch v du lch, ta thy rng sn phm hay li ch ct loi l s thun tin,
thoi mi ca chuyn i v cc hoat ng thot khi cuc sng thng ngy ca h.
N c tao ra do s tng tc gia ngi mua v ngi bn.
m bo mang lai li ch cao nht cho khch hng, Vietravel lun c gng thit k
tour a dang, phong ph v phu hp vi nhu cu v kh nng ca khch hng. Vi
hn 50 a im n ni ting trong c nc, mi tour lai c nhng nt c trng
ring tuy theo nhu cu ca khch hng nh tour du lch sinh thi, v mi trng, bin
o
Ngoi cc tour truyn thng, Vietravel cn mang n cc tour mi, mang lai nhiu
gi tr hn cho khch hng, nh cc tour du lch tit kim ECO tour, tour du lch
chm cho ngi ln tui trn 50 v thanh thiu nin t 16-22 tui
Sn phm thc t:
Thng hiu:
Sau 18 nm xy dng v pht trin, Vietravel khng nhng l thng hiu du lch dn
u m cn c xem l biu tng ca du lch Vit Nam.
13
Vi 3 thuc tnh c trng ca thng hiu: s chuyn nghip, cm xc thng hoa v

gia tng gi tr dnh cho khch hng, Vietravel tng bc khng nh c mt
thng hiu uy tn, cht lng.
-
S chuyn nghip: Khi u t cch ban c th tip cn nhanh vi Vietravel

bng mi phng tin, t website www.travel.com.vn; t vn trc tip qua
hotline, ng k tour tai cc phng giao dch Ch cn ra ca, Vietravel
bn ban. Ban s c n tip n cn v t vn tt nht bi i ng nhn vin
c o tao chuyn nghip. Hng dn vin l ti sn, l nim t ho ca
Vietravel, lun mang n s hi lng v cm xc cho khch hng, chuyn
nghip n tng chi tit trong chuyn i.

Cm xc thng hoa: Hy hnh dung s hanh phc ca ban c khc, c
ci, c s chia, ng gp cho nhng vung t - ni ban n, tr em ni ban
n c trn vn n ci trong chic o m mua ng, nhng ngi gi tm
lai nh sng t nhng ng gp trong chuyn i ca ban. Chuyn i ca ban
tr nn ngha hn khi nhng ni ban i qua c hnh dng ca ban, c mt
phn k c ban mi nh v k v n nh mt phn ca cuc khm ph,
ng hnh cung Vietravel.

Gi tr gia tng: V khi hnh trnh ca ban kt thc cng l lc ban bt u
nhn c nhng gi tr, quyn li hp dn t Vietravel. Duy nht ch c tai
Vietravel. Khng ch ban c tn hng cc c hi gim gi, qu tng t cc
gi kch cu du lch t Vietravel v h thng i tc vng, m ngay sau khi i
tour ban cn c nhn th thnh vin hng cc quyn li gim gi hp
dn ln n 50% tai h thng i tc thuc nhiu ngnh hng, dch v nh nh
hng, khch san, spa, thm m, sc khe, gio dc c nhn nhng quyn
li u tin tng xng vi hang th nh i im ly tour, gim gi theo th,
dch v ng k u tin dnh cho khch s hu Th vng
C th ni, s thnh cng ca Vietravel l im sng v l nim t ho ca ngnh du

lch Vit Nam khi chng kin bc i vng chc v nh hng kinh doanh mang
tm chin lc, ng cp khu vc ca mt doanh nghip c dng xy ch t 7 nhn
vin v gn 10 triu ng quyt tm hng n s pht trin bn vng, t
tng bc tao dng hnh nh du lch Vit Nam ln manh hn, ti p hn.
Sau qu trnh kho st, bnh chn vi 1.200 lt khch c phng vn, Ban T chc
Gii thng "Thng hiu Vit yu thch nht nm 2013" chn ra 32 doanh
14
nghip c bnh chn nhiu nht. Theo kt qu bnh chn Vietravel vinh d at 4
gii thng "Thng hiu du lch c bnh chn nhiu nht - Gii cng ty chuyn
tour du lch nc ngoi"; "Mang du lch t tour trc tuyn tt nht www.travel.com.vn"; "Thng hiu vng" v Bng Khen ca Ch tch UBND Thnh
ph v " c nhng n lc, phn u vt qua mi kh khn, gi vng uy tn hng
Vit nhiu nm lin v c bnh chn l Thng hiu vng".
c im:
Tuy thuc vo hnh trnh, i tng khch tham gia m Vietravel lun c gng mang
lai s thoi mi v tin nghi nht, v tri nghim tt nht trong chuyn i cho khch
hng.
m bo lun p ng c cc nhu cu ny, Vietravel khng ngng nng cp
cht lng dch v ca mnh, thng qua c yu t hu hnh v v hnh.
i vi yu t hu hnh, chng ta phi k n mt s im ni bt nh sau:
-
Phng tin vn chuyn hin ai, tin nghi. i vi nhng tour di, Vietravel
lin kt vi cc hng hng khng nhm mang lai cht lng chuyn i tt
nht.
Cc tour Vietravel lun m bo khch c ngh ngi tai khch san c cht
lng tt nht, vi mi lin kt cht ch cung nhiu khch san trn c nc.
a im n th v, c o, m bo mang n cho khch hng nhiu li ch
t chuyn i.
Cc yu t v hnh nh dch v ng k tour nhanh chng, tin li, dch v vn

chuyn ng gi, thoi mi, dch v n ung lun c phc v vi cc mn n a
phng, mang lai nhiu iu th v v lun p ng nhu cu ca khch hng. Ngoi
ra mt trong nhng yu t thnh cng khc ca Vietravel l i ng hng dn
vin nhit tnh chu o, lun theo st nhu cu v trang thi ca khch hng nhm
mang lai cm gic thoi mi v t do.
Khi khch hng tin tng v s dng dch v ca Vietravel, h lun lun:
-
Cam kt mang n cho khch hng nhng nhng dch v c cht lng tt
nht
m bo s an ton cao nht cho khch hng khi i du lch cung Vietravel.
Lng nghe nhng kin ng gp t pha khch hng.
Vi mong mun mang lai cho khch hng nhng gi pht tuyt vi trn mi hnh
trnh, Vietravel lun n lc ht mnh mang lai cho khch hng nhng dch v tt
15
nht cung s phc v chu o. Vietravel lun mong mun phc v khch hng ca
mnh vi tt c nim vui v lng hnh din v s tin tng m khch hng dnh
cho chng ti.
Cht lng:
Do s lng ln v c im cc tour lai khc nhau, nn nh gi cht lng dch
v tour ni a ca Vietravel, nhm thc hin kho st nh gi ca khch hng v
mt tour du lch c trng l tour du lch TP HCM Nha Trang (4 ngy 3 m),
ng thi cng ghi nhn kin ca khch hng khi s dng cc tour du lch khc ca
Vietravel.
nh gi cht lng dch v ca Vietravel, chng ti da theo m hnh Servqual
ca Parasuraman lp bng cu hi phng vn v nh gi da trn 5 yu t l
phng tin hu hnh, s tin tng, s p ng, s m bo, s cm thng, t a
ra im manh, im yu cn khc phc ca cc chng trnh ny, cng nh gim
khong cch gia mong i v cm nhn tht ca khch hng.
Kt qu kho st tham kho tai ph lc 1_ Kt qu kho st cht lng dch v tour
TP HCM Nha Trang. Kt hp gia kt qu kho st v nh gi mt s tour ni
a khc ca Vietravel, chng ti c mt vi nhn xt sau:
-
Phng tin hu hnh_ nh gi bn ngoi ca c s vt cht, thit b, nhn

vin v vt liu, cng c thng tin: Yu t ny c xem l im manh ca
Vietravel, t v tr vn phng, cho n cc tiu chun v phng tin vn
chuyn, khch san, nhn c a phn nh gi hi lng t pha khch
hng.
S tin tng_ nh gi kh nng thc hin dch v phu hp v chnh xc vi
nhng g cam kt, ha hn: mc du a phn cu hi t yu t ny cng nhn
c nh gi l hi lng, tuy nhin cng pht sinh mt vi vn m khch
hng chia s l cha hi lng, chng han nh tour khng c thc hin ng
nh cam kt vi khch hng.

S p ng_ nh gi mc mong mun v sn sng phc v khch hng
mt cch kp thi: trong yu t ny ta cng nhn ra mt vi kin ca khch
hng khng hi lng v tnh kp thi, n xy ra cc tour ng khch, phn
hi ca nhn vin vi khch hng, phc v thc n chm tr.

S m bo_ nh gi kin thc, chuyn mn v phong cch ca nhn vin;
kh nng lm cho khch hng tin tng. Mc du vi i ng nhn vin c
16
o tao chuyn nghip, th hng dn vin ca Vietravel vn cha mang lai s

hi lng tuyt i cho khch hng, mt vi t ra khng hi lng v kin thc
-
v kinh nghim ca hng dn vin.

S cm thng_ th hin s n cn, quan tm n tng c nhn khch hng.
Yu t ny ch c nh gi ch yu mc trung lp, ng ngha vi s
khng p ng c mong i ca khch hng.
Tm lai, ta c th thy Vietravel mang lai mt tri nghim tuyt vi cho khch
hng, cung cp dch v vi cht lng tt. Tuy nhin vn c khong cch gia mong
i v cm nhn ca khch hng, ch yu khong cch ny pht sinh t yu t con
ngi, t s tip xc gia hng dn vin v khch du lch, cch x l tnh hung,
cung cp dch v ng gi.
Sn phm tng thm:
T vn:
Khi n vi Vietravel, khch hng s nhn c nhng li t vn tt nht c th
a ra nhng quyt nh nhm thc hin nhng chuyn du lch thoi mi v b ch.
Khch hng c th n hoc gi in trc tip n cc trung tm giao dch ca
Vietravel trn ton quc, tai y, khch hng s nhn c nhng t vn trc tip t
pha i ng nhn vin giao dch tn tnh ca Vietravel
Ngoi ra, khch hng c th truy cp mt cch tin li v nhanh chng vo hai trang
web ca Vietravel www.vietravel-vn.com;www.travel.com.vn, cung cp n cho qu
khch hng nhng thng tin b ch c th gip ch cho khch hng trong qu trnh
quyt nh chn tour du lch phu hp, nhng bc chun b trc khi i du lch, cng
nh, cch gii quyt nhng tnh hung thng gp trong khi i du lch.
Vi mong mun mang lai cho khch hng nhng dch v vi cht lng cao nht,
Vietravel lun c gng ht mnh trong vic phc v khch hng ngay t khi khch
hng cha s dng bt k dch v no ca Vietravel.
Vietravel lun c gng thit k tour c o, thi im tour linh hoat, tai mi thi
im s c nhiu la chn cho khch hng, tuy theo loai hnh v a im du lch yu
thch m h c th chn la.
17
Vietravel sn sng phc v cc tour du lch theo yu cu ca du khch. Du khch c

th t thit k tour theo s thch hoc c nhn vin t vn ca Vietravel gip ,
h tr xy dng ring tour cho mnh.Khch du lch cng c th ng k tour t chn
trc tip trn website ca Vietravel: http:// www.vietravel.com.vn. Website cung cp
mt s thng tin c bn nh ngy khi hnh, s ngi tham gia, im n, phng
tin di chuyn, loai phng, chn ba n...Ni chung gi ca cc tour ny thng cao
hn so vi cc tour c thit k sn nhng lai tho mn ti a c nhu cu ca
ngi du lch do h ch ng trong vic la chn, thit k tour.
Qu tng trc khi i tour
Mi khch hng khi tham gia vo tour s nhn c nhng phn qu gi tr.
Dch v bo him:
i tng l ngi Vit Nam i du lch trong nc: s tin c bo him ti a l
60.000.000 vnd/khch.
Vic bi thng (nu c) s do n v bo him (cng ty bo him Bo Minh) thc
hin theo ng quy nh v quy tc bo him ngi Vit Nam du lch nc ngoi.
Sn phm tim nng:
i vi khch hng tng i tour ca Vietravel, chng ti s mang n nhng dch
v cng thm nh sau:
-
Chng trnh th thnh vin Vietravel

Chng trnh tng qu sinh nht
C c hi trng c nhng phn thng c gi tr ca chng trnh rt thm
trng thng
Chng trnh gi in thm hi sau khi kt thc tour
ng gp kin ca khch hng
Chnh nhng dch v ny gp phn tao c n tng v trung thnh ca khch hng.
Vietravel v ang tip tc sng tao nhng gii php chm sc khch hng, chm
cht tng chi tit nh mang tnh c nhn nhm tao nim vui bt ng t tm thip sinh
nht hand made n nhng bui tic hp mt thn mt khch hng tm hiu
nhng nguyn vng v gp c th pht trin thm cc tng, cc sn phm v
c bit hiu v chm sc khch hng tt hn. c bit, trong nhiu nm qua,
Vietravel tin phong trong vic pht hnh Th thnh vin Vietravel. Chng trnh
18
c trin khai ng b trn pham vi c nc, vi nhiu tin ch ca chnh Vietravel

v c hng trm i tc ln c uy tn trn nhiu lnh vc t ngn hng n h thng
dch v nh hng, khch san, cc c s chm sc sc khe, ca hng mua sm v o
tao, gio dc L khch hng s hu Th thnh vin Vietravel, ban s c tha sc
mua sm vi mc u i gim gi t 5% 50% khi s dng dch v ca cc n v
i tc Vietravel cc lnh vc. Hng thng, b phn chm sc khch hng cn gi
n khch nhng n phm cao cp v tour tuyn, khuyn mi, gi tng thip sinh
nht, tng hoa, qu trong cc dp l, Tt, 8-3, 20-10 iu tao n tng tt i
vi khch hng khin h khng th t chi mi c hi tip tc ng hnh cung
Vietravel. Vt trn mi s so snh, gi tr ct loi ca chuyn du lch l tm s hi
lng v thoi mi cao nht bng uy tn v dch v hng u.
i vi quyn li th thnh vin, tuy theo gi tr thanh ton tour i, du khch s
c cp cc th thnh vin, t Standard (t 0 - 500 im), Silver (500 - 3.000 im),
Gold (3.000 - 16.000 im) v Platinum (t 16.000 im tr ln). Vi mi 40.000
ng khi ng k s c cng 1 im, im tch ly s c cng dn sau mi
chuyn tham quan. Du khch c th tra cu im nhn cc quyn li tng ng t
u i gim gi tour n 1,5 triu ng/ngi, tng tour du lch min ph trong v
ngoi nc, tham gia cc chng trnh khuyn mi c bit
2.3.2.
Gi
Gi tour c cu thnh t rt nhiu yu t ca cc dch v mang tnh dy chuyn
bao gm vn chuyn (hng khng, tu ha, du thuyn hay t), dch v lu tr
(khch san, resort), nh hng v im tham quan, iu hnh. Mi yu t u nh
hng n gi tr ca tour. Tuy trong cung mt tuyn gn nh hoc hon ton ging
nhau nhng c mc gi chnh lch kh ln, vn cn t ra chnh l gi tr m du
khch thc s th hng cng s khng th ging nhau. Cung vi vic a dang ha
sn phm - cung cp nhiu gi dch v tour khc nhau, Vietravel a ra nhiu chnh
sch gi khc nhau nhm hng n nhiu i tng khch hng khc nhau.
Tuy theo nhu cu ca khch hng v a im n, loai phng tin, ni ngh ngi
m Vietravel lun c nhng chng trnh vi mc gi phu hp.
Bng so snh gi gi dch v trong nc (Nha Trang) ca VIETRAVEL (tham kho)
Tour
Nha
Trang
-KDL Nha Trang -KDL Nha Trang - Hn Tm
Wonder
Park
-Hn Wonder
19
Park - KDL Trm Trng -
Tm-Sui
Khong -Vinpearl
Land
- Vinpearl Land 3*
Nng Cao Cp Iresort- KDL Trm Trng

Gi
Thi gian i
Phng tin
Vinpearl Land 3*
4.590.000
3 ngy
Hng khng
3.890.000
3 ngy
Hng khng
3.390.000
4 ngy
Xe khch
Bng gi tour Nha Trang- Lat (5 ngy), theo khch san:

Loai khch san
Gi tour (VND)
4 sao
4.790.000
3 sao
3.790.000
2 sao
3.490.000
Gi tour theo nhu cu tit kim ca khch hng. V d gi tour Cn o-Thin ng
ca bin bnh thng c mc l 7.290.000 VND, ngoi ra Vietravel cn cung cp tour
tit kim ECO vi gi 6.290.000 VND.
Trong mi chng trnh, Vietravel cn a ra chnh sch nh gi theo i tng
tham gia.
Bng gi tour Cn o- Thin ng ca bin (ECO-Siu tit kim) (3 ngy), theo
i tng:
Gi tour c bn (VND)
i tng
Vit Nam
Ngi ln (T 12 tui tr ln)
6.290.000
Vit Kiu
6.290.000
Nc ngoi
6.990.000
Tr em (T 11 n di 12 tui)
5.463.000 5.463.000
6.163.000
Tr nh (T 5 n di 11 tui)
3.973.000 3.973.000
4.323.000
Em b (Di 5 tui)
2.483.000 2.483.000
2.483.000
Ph thu phng n (VND)
1.200.000 1.200.000
1.500.000
nh gi theo s lng ngi tham gia, khi s lng tham gia ln trn 1 tour, tao
iu kin cho khch hng Vietravel nh nhng mc gi thp hn khi so snh vi
gi tour c bn.
Cc sn phm dch v thng c mt loai nh gi thng dng, l nh gi theo
thi im. Thng trong cc dp l tt, s c s dao ng trong gi ca cc tour.
Vietravel cng p dng hnh thc nh gi ny, tuy nhin nhm tao iu kin phc v
khch hng tt hn Vietravel c gng gi gi mt s tour trong cc thi im ny.
2.3.3.
Phn phi [7]

Du lch thuc loai dch v m khch hng phi tm n nh cung cp c th s
dng dch v, do knh phn phi ng mt vai tr rt quan trng. Nhn thc c
20
tm quan trng ny, Vietravel lun c gng m rng knh phn phi, nhm tao iu
kin tip xc khch hng tt hn.
Knh phn phi trc tip:
Thng qua cc ai l, cng nh cc vn phng dai din, chi nhnh c mt hu ht
cc thnh ph ln trn c nc. Nu xt v ln, Vietravel hin l doanh nghip l
hnh c h thng giao dch rng v hon chnh nht hin nay. Trn bn tai th
trng trong nc tai 4 u cu
kinh t chnh bao gm H Ni,
Nng, Tp. HCM v Cn Th,
Vietravel chim gi u th gn
nh tuyt i. Hin nay, h thng
knh phn phi trong nc ca
Vietravel gm 2 tr s chnh t tai
TP HCM, 8 ai l, chi nhnh tai
min bc, 12 min trung v 23 tai
min nam.
a im: Tt c cc chi nhnh, vn
phng ai in ca Vietravel u
nm cc khu vc trung tm ca
thnh ph ln, tao iu kin thun
Hnh 1: Bn knh phn phi Vietravel li cho cc khch hng tip cn
c sn phm v dch v ca Vietravel mt cch nhanh chng v thun tin nht.

Ngoi hnh thc phn phi trc tip ti khch hng, th hin nay Vietravel l cng ty
tin phong trong hnh thc phn phi qua mang internet. iu ny tao cho Vietravel
tip cn vi th trng rng ln, kh nng ton cu ha dch v, sn phm, hnh nh
ca Vietravel d dng lan truyn rng khp trn th gii. T Vietravel c th d
dng tip cn nh cung ng, khch hng, i tc trn th gii, m rng th trng,
nng cao hiu qu kinh doanh ca mnh.
E-tour ca Vietravel c u im l a c thng tin chi tit v tour nh ngy gi
khi hnh, lch trnh..., gip khch hng ch ng thu xp k hoach cng vic ca
mnh trc vi thng. H thng lun sn c danh sch tour cho c nm. lm c
iu ny, Vietravel phi chun b k hoach sm v chp nhn nhiu ri ro nu d ch.
21
Bn canh vic xy dng hnh trnh, Vietravel phi lm vic vi cc i tc l hng

hng khng, cc khch san d phng ch cho khch trc c nm. Thng qua Etour, Vietravel mang lai cho khch hng, nht l khch hng tnh xa, Vit kiu,
khch nc ngoi c hi la chn tour du lch cung nhng dch v tt m khng cn
n tr s v chi nhnh ca Vietravel.
Ngoi ra, Vietravel cn phn phi thng qua cc phn mm ng dng trn in thoai,
cc ng dng ny khng ch phu hp vi s pht trin ca cng ngh, cng nh p
ng s thay i trong thi quen cua ngi tiu dung.
2.3.4. Xc tin
Xc tin l mt hoat ng khng th thiu khi thc hin marketing cho doanh nghip,
c bit l doanh nghip kinh doanh dch v. Vi s phi hp cc hnh thc xc tin
khc nhau, doanh nghip khng ch qung b sn phm ca cng ty mnh, m h cn
nng cao uy tn v cht lng cm nhn ca ngi tiu dung. Vietravel lun nm bt
c khch hng mc tiu ca mnh, v lun t ra cu hi lm sao tip cn khch
hng tt nht. Sau y l mt s hoat ng xc tin m cng ty thc hin thnh
cng.
Qung co
Vietravel lun qung b hnh nh ca mnh trn cc phng tin thng tin ai chng,
bao gm bo giy, bo mang, tap ch, tivi, ... gip cho mt tip cn thng tin ca
khch hng dy c hn. Khi cng ty pht ng bt c chng trnh no, c th l
chng trnh khuyn mi hoc at c danh hiu g th cc t bo vi vic cp nht
thng tin lin tc l cng c c lc qung b hnh nh cng ty.
Website cng ty cng l mt trong nhng iu gy n tng nht vi khch hng mi
khi h c mun tm hiu cc thng tin dch v du lch ca cng ty. V khon ny,
trang web ca Vietravel vi mu sc v hiu ng p, c sc, hp dn; cch trnh
by khoa hc, d nm bt, v cp nht thng tin hng ngy hng gi, rt nhanh v c
th, lm tng nhn thc (bit hiu) v cm xc (thch chung), cui cung s dn
n hnh vi mua, y cng l mc tiu ro rng c th nht ca chnh sch Qung co
ca cng ty.
Khuyn mi
Vietravel lin tc c nhng chng trnh khuyn mi ln nh vo cc mua trong nm
vi nhiu hnh thc khc nhau, ch yu l cc chnh sch gi vo nhng thi im
22
thch hp trong nm. Sau y l nhng v d cho chin lc khuyn mi ca

Vietravel cho mua h nm nay.
-
Bng hnh thc gim gi bng tin mt, vo u mua h 2014, Vietravel tung
ra chng trnh khuyn mi Bin xanh cho h vi mc tiu em n cho
khch hng nhng sn phm cht lng, gi c hp l nht. Vietravel lin
kt vi h thng i tc l cc hng hng khng, khch san, resort gii thiu
chum tour bin mua h gim n 3 triu ng. Khch hng s c mt k ngh
trn c tuyt vi khi ngh ngi tai nhng resort, khch san sang trng tiu
chun 3 - 5 sao, thoi mi th gin tai nhng bi bin ring tuyt p. Cc tour
c p dng nh: o ngc Ph Quc Cu c ngm san h, Cn o
ngy nay Thin ng ca bin, Nha Trang Khu du lch Wonder Park
Vinpearl land Khu du lch Trm Trng, hay Khu du lch Sui khong nng
Bnh Chu Bin xanh H Trm.

Hay bng hnh thc gim gi trn % gi tour. Ngay sau chng trnh trc,
Vietravel tung ra th trng chum tour kch cu c mc gi gim k lc 30
45% v nhn c s ng h ca ng o khch hng. iu c bit l vi
mc gi gim, du khch vn c th hng nhng dch v tt nht cung
h thng khch san at tiu chun t 2 5 sao. Ni bt nht phi k n nhng
ng tour nh Nha Trang Mi ai Lnh Ph Yn Gnh Da (5
ngy), du khch s lu tr tai khch san tiu chun 3 4 sao, hay ng tour
lin tuyn Chu c H Tin Sihanouk Ville Cao nguyn bokor (5
ngy) lai ghi im vi dch v khch san cao cp 3 sao tai Sihanouk Ville, 4
sao tai H Tin v resort 5 sao tai Bokor.

c bit nht trong mua h nm nay l chng trnh Khuyn mi Khng
mua h tai Vietravel Hello Summer 2014 t ngy 26/05 05/09/2014, vi
ch Vui h sng khoi Thoi mi li t. Chng trnh p dng cho du
khch ng k tour du lch trong v ngoi nc tai Vietravel theo chng trnh
v lch khi hnh nh sn (FIT), v khch on i theo chng trnh FIT
hon tt thanh ton 100% gi tr tour v c ngy khi hnh trong thi gian
khuyn mi. Theo , du khch i tour cung Vietravel du trong hay ngoi
nc cng c hng 6 gi quyn li hp dn, Nim vui nhn 6 gii nhit
mua h. y chnh l s khc bit trong chnh sch chm sc khch hng vi
mc tiu mang n cho khch hng trn c s hi lng.
23
Nim vui th 1: Gii thng khng HONDA CITY 2014 1.5AT

Nim vui th 2: Xem World Cup 2014 mi tun 1 Tivi SONY
Nim vui th 3: Hp dn chng trnh u i ti chnh ngn hng gia tng
kch cu du lch
Nim vui th 4: Gim gi nhm t 4 khch v nhn ngay Coupon gim gi ln
sau
Nim vui th 5: Hng ngn qu tng hp dn tin dng khi i du lch v
voucher u i t h thng Win together
Nim vui th 6: Go Green Khng x rc, chung tay bo v mi trng
Ngoi ra, Vietravel cn dnh tng 200 phn qu c gi tr (tranh ng h v
cp ly s Minh Long) cho 200 du khch ng k u tin trong ngy
26/05/2014.
-
Vietravel nh vo tm l cc ng b b m bng cch quan tm n con ci

h thng qua chng trnh khuyn mi tng cp cho tr em h 2014.
H l thi gian l tng cc gia nh cung con em du lch khp ni sau mt
nm cc em hc tp vi nhiu n lc. Cho h v mng ngy Quc t thiu
nhi 01/06, Vietravel p dng chng trnh khuyn mi hp dn cho cc khch
hng nh. Hn 1000 cp hc sinh d thng s dnh tng cho cc b t 6 n
12 tui, chng trnh p dng cho khch hng mua tour tai Vietravel t 12/05
n 29/05/2014. Theo , ngay khi khch hng ng k v thanh ton 100%
gi tr tour cho tr em t 6 12 tui, s nhn ngay qu tng l cp sch xinh
xn cho con em mnh.
Cc hot ng Tuyn truyn Quan h cng chng

Vietravel l mt doanh nghip hoat ng vi s mang cao c hng n cng ng.
Trong thi gian va qua, Vietravel t chc rt nhiu s kin v mi trng, v cng
ng, hay cc hoat ng t thin, nhm thc hin s mnh ca mnh, va l mt cch
truyn thng, nh bng tn tui.
Hot ng v mi trng
Nm trong chui hoat ng trin khai tai Ngy hi du lch TP. HCM 2014, Cng ty
Vietravel phi hp cung S Vn ha Th thao v Du lch TP. HCM t chc pht
ng chng trnh Go Green Khng x rc. Chng trnh c din ra trong sut
thi gian din ra ngy hi t 27-30/03/2014 tai cng vin 23/9, Q.1. Du lch v mt
24
mi trng sach l chng trnh Vietravel trin khai t nm 2013 trn ton quc
tuyn truyn v ku gi thc ca khch du lch v cng ng cung chung tay bo
v mi trng du lch ni ring v mi trng sng ni chung. y cng l nm th
hai Vietravel phi hp cung S Vn ha Th thao v Du lch TP.HCM trin khai
chng trnh pht ng bo v mi trng tai Ngy hi du lch. Chng trnh
nhn c s quan tm v hng ng ca ng o du khch quc t v khch hng
tai Ngy hi. Du lch TP.HCM c trch nhim vi mi trng chnh l thng ip
ngha m S VHTT&DL TP.HCM v cng ty du lch Vietravel cung cc n v kinh
doanh du lch mun chia s n du khch.
cho mng ngy Mi trng th gii (5/6) v ng h chng trnh Go Green,
cc chi nhnh Vietravel tai Nha Trang, Phan Thit v thnh ph bin Hi Phng
ng loat ra qun bo v mi trng, tham quan cc cng tc mi trng y ngha.
Hot ng t thin v cng ng
Trong sut 19 nm hnh thnh v pht trin, Vietravel lun t mc tiu du lch c
trch nhim vi cng ng, x hi v mi trng ln hng u. Bng nhng vic lm
thit thc nht, Vietravel khng nhng mang lai nh sng cho hn 1.800 ng bo c
nc t Qu t thin nh sng cho Cuc i Light for Life do Vietravel pht
ng, cung hn 20.000 tnh nguyn vin trn c nc ra qun bo v mi trng
trong chng trnh Du lch sch, Vietravel cn tch cc ng gp cho cc cng
trnh n n p ngha nh: Gp Trng Sa, ng h Ng dn bm bin, xy dng
Khu di tch Trung Bn, trao nh tnh ngha, tnh thng cho ng bo ngho, c
cng cch mang, tng qu hc bng cho Tn sinh vin c hon cnh kh khn vt
kh hc gii
Trong nm 2012, Vietravel xy dng Qu Vietravel ng hnh cung ti nng
Vit, Qu ny do cn b - nhn vin Vietravel trong c nc ng gp, Qu trao
hc bng cho 43 tn sinh vin, c hon cnh kh khn, vt kh hc gii at thnh
tch t 25 im tr ln trong k thi ai hc nm hc 2012-2013. L trao tng xe cho
hc sinh ngho tai TP. Cn Th l mt trong nhng hoat ng nm trong chui s
kin ca Nm du lch c trch nhim vi cng ng v mi trng do Vietravel pht
ng, c thc hin trn pham vi ton quc trong nm 2013.
25
Thng 03/2013, Vietravel phi hp cung t chc Go! Fly! Wheelchairs v chng
trnh Nhp cu nhn i ca Bo Bnh nh trao tng xe ln cho cc tr em
khuyt tt Bnh nh.
Cho mng ngy quc t thiu nhi 1/6, Vietravel chi nhnh C Mau trin khai
chng trnh v cng ng nm 2014 nhm h tr, ng vin, chia s vi cc em hc
sinh hiu hc c gia cnh kh khn tai vung su, vung xa ca 7 huyn trn a bn
tnh C Mau. Vietravel trao tng hn 1.500 quyn tp cung 100 chic cp cho cc
em hc sinh.
Ngoi ra, khng ch mang n cho du khch nhng hnh trnh du lch th v n
thun, Vietravel cn thng xuyn kt hp cc hoat ng t thin vo trong tour
nhm gia tng gi tr sau hnh trnh cho du khch. i vi phn ln du khch, tour t
thin (Responsible Tours) l loai hnh du lch c khch quc t c bit quan tm.
Tour t thin mang tnh cng ng cao khi khch du lch thc hin nhng chng
trnh ngha nhm chia s kh khn cung ngi dn a phng. Cung mc ch
trn, on 25 hc sinh v gio vin c n Vit Nam tm hiu lch s v lm t
thin. Chng trnh ca on kh dy vi cc hoat ng t thin. on khch n
thm C s nui dng v Bo tr tr em khuyt tt Thin Phc (p 6, X An
Nhn Ty, Huyn C Chi, TP.HCM), cch trung tm thnh ph khong 60 km. Trong
chng trnh, on cng ti giao lu v gip cc ban ang hc tai Trng tr em
khim th Nht Hng tai TPHCM. chng trnh trn vn ngha, on khch s
dng dch v ca nh hng KOTO, ni tr em ng ph c hc vic nu n v
dch v nh hng. Mt hnh trnh ngn kt ni 3 a im nhng y ngha nhn
vn.
Bn canh , cc hoat ng ng gp cho cng ng cng l mt nt ni bt ca
Vietravel. C l cha bao gi tin tc t bin ng lai nng nh thi im hin nay,
th gii ang nhn v nhng s kin ang din ra trn vung bin Vit Nam. ng vai
tr tin phong l lc lng Cnh st bin Vit Nam v Kim ng ang ngy m
tuyn u thc thi quyn chp php bo v ch quyn quc gia. Khng nm
ngoi cc hoat ng hng v bin, ngy 14/5/2014, tai cuc hp BCH Cng on
Cng ty Du lch Vietravel, ng Nguyn Minh Ngc Ch tch Cng on, Kim
Ph B Th ng y, Ph Tng Gim c Cng ty Du lch Vietravel chnh thc
pht ng chng trnh ng hnh cung Cnh st bin Vit nam v Kim Ng gi
26
gn ch quyn bin o. 400 triu l s tin trch t mt ngy lng ng gp t

nguyn ca ton th cn b - nhn vin cng ty du lch Vietravel hng v bin o
qu hng.
T chc s kin Ti tr
Gn y nht, Vietravel vinh d c t chc v ti tr 2 l hi ln, l Festival
Hu v ai l Pht n Vesak 2914 t chc tai Ninh Bnh.
Tai Festival Hu din ra t ngy 12-20/04/2014, Vietravel vinh d l Nh ti tr Bac
v Ti tr chnh L hi ua thuyn trn sng Hng. L mt trong nhng s kin
Vn ha ln mang tm vc quc t, thu ht s quan tm ca nhiu quc gia trn th
gii tham gia, Festival Hu 2014 tr hnh tm im ca cc hoat ng trong thng
4/2014. Nhm gp phn qung b n du khch c nc nhng im n hp dn,
nhng gi tr vn ha c sc ca vung t c Hu, cng ty Du lch Vietravel,
hng hng khng quc gia Vit Nam (Vietnam Airlines), UBND Tnh tha Thin
Hu, S VH-TT-DL Tha Thin Hu t chc chng trnh qung b, xc tin im
n du lch Hu trc thm Festival Hu 2014.
Tip theo sau , Vietravel lai chnh thc c m nhim cng tc t chc hu cu
phc v ai l Vesak (Pht n) Lin Hip Quc 2014 tai Vit Nam mt s kin
tn gio ln thu ht ng o ai biu, hc gi Pht gio vo Pht t th gii hng
v.
27
2.3.5. Con ngi [10]

i vi hu ht cc ngnh dch v th con ngi l yu t quyt nh, c bit l
nhng nhn vin tuyn u hng ngy hng gi tip xc trc tip vi khch hng.
Trong kinh doanh du lch th chnh l nhng nhn vin gii thiu tour, hng dn
vin du lchH va l ngi tham gia vo qu trnh tao ra dch v, va l ngi
bn hng. Hnh vi, c ch, li ni, trang phcca h u nh hng ln n tm l
khch hng. Kin thc, k
nng, thi ca h nh
hng n cht lng dch
v. Do vy yu t con
ngi, qun l con ngi
phi ch trng c bit.
Con ngi y cn l
pha khch hng tip nhn
dch v. S tham gia ca
khch hng vo qu trnh
cung cp dch v, mi
quan h gia khch hng
vi nhau cng c quan
tm trong Marketing du Biu 3: Tnh hnh nhn s Vietravel qua cc nm
lch. qun tr thnh cng thnh t ny th cn c s phi hp cht ch gia qun tr
ngun nhn lc v qun tr Marketing. S lin kt ny nhm hng ti vic p ng
nhu cu ca khch hng.
n u nm 2010, Vietravel c trn 500 lao ng, vi 85% c trnh ai hc, sau
ai hc, 12% c trnh cao ng v nhn vin k thut.
Trong sut chng ng 18 nm, du c bao kh khn nhng t 10 ngi ban u
n nay Vietravel c hn 1.000 cn b - nhn vin. Trong c nhiu cn b nhn vin gn b t ngy thnh lp v con s 15 nm, 10 nm gn b cung Vietravel
nhiu nhng cn b - nhn vin tr cng thm quyt tm ng hnh cung s
pht trin khng ngng ca Vietravel.
28
Chnh sch nhn s:

Mc tiu cng ty t ra l gip mi ngi hiu ro mnh l ai, tng lai mnh u?
Hng nm, cng ty t chc Ngy hi gia nh Vietravel; gp g, trao i v xy dng
mi quan h h tr gia ban gim c, nhn vin v gia nh h. Mi nm mt ln,
ton th nhn vin v cn b cng ty b phiu tn nhim ph gim c, gim c v
tng gim c. Hai nm lin, nu ai khng s phiu tn nhim th khng c gi
chc. Vic b nhim cng ch c gi tr cao nht l 3 nm.
Vic mt nhn vin gii c b nhim vo chc v lnh ao cng nh vic mt
cn b t nguyn t chc v khng p ng c yu cu cng vic l chuyn bnh
thng, ng Nguyn Quc K, Tng gim c Vietravel, ni.
Mt trong nhng vic lm thng xuyn ca Vietravel l nng cao cht lng i
ng hng dn vin v y l b mt ca cng ty vi khch. Ngoi vic ti o tao
thng qua nhng t kim tra st hach, hng dn vin phi tun theo mt k lut
nghim minh: ch cn b khch phn nn ln th 3 s khng c i tour.
Duy tr ch i ng xng ng, tao iu kin tt nht nhn vin tr pht huy
kh nng thng qua cc chng trnh o tao, hun luyn v team building Bao lp
ngi ni tip nhau gia nhp vo Vietravel v tao nn gia nh ln, on kt trn
di mt lng. Du gian nan, vt v l vy nhng khng ai nn lng v ai cng xem
l vic ca mnh. C nhng hng dn vin bng mnh trong m n khch, c
nhng nhn vin sales bt khc khi nhn c nhng li khen t khch hng; c
nhng m khi tt c mi ngi l ra v bn mm cm gia nh th nhiu lnh ao,
nhn vin Vietravel vn cm ci bn bn lm vic vi phng chm Ht vic, khng
ht gi. S quyt tm y c bu p bng nhng phn thng cao qu, nhng
danh hiu m khch hng thng qua cc c quan bo ch bnh chn
Cng ty c s phn b chc nng v nhim v chnh n tng b phn mt cch ro
rng. Tuy nhin, mi ngi trong cng ty u phi hiu bit v cng vic ca cng ty
c th cung cp thng tin tng qut hoc gii p thc mc ca khch hng. Cng
tc iu hnh c cc nhn vin thc hin tng i cht ch, chnh xc v theo st
chng trnh.
29
Cng tc hng dn l cng tc tip xc trc tip vi khch hng. C th ni hng

dn vin l ngi thc hin sau cung v quan trng nht quyt nh s thnh cng
hay tht bai ca tour du lch. Trong qu trnh thc hin tour, hng dn vin l ngi
x l cc tnh hung bt thng v thng tin thng xuyn vi cng ty, xin kin
trc tip phng iu hnh khi gp tnh hung kh x.
Doanh nghip ch trng nhiu trong vic o tao nhn vin, lun t chc cc kha
a ta ngn han cho nhn vin mi lm quen vi cng vic v c cho nhn vin lu
nm nhm cp nht cc thng tin b ch, hu dng. Cng ty cn mi cc chuyn gia
n trao i cc kin thc chuyn mn, ng thi gi cc nh qun l tim nng
sang nc ngoi trao di v hc hi kinh nghim.
Thit thc trong hnh ng, Vietravel tin phong trong vic t chc cuc
thi Hng dn vin Gii hng nm, nhm tm kim, tuyn chn v nng cao nng
lc Hng dn vin vi nhiu th hang sao t thp n cao. y cng l s cng
nhn t Cng ty cng nh ca du khch, khch l kp thi nhng nhn t tch cc
tham gia ng gp cho s pht trin Cng ty vi lng yu ngh, nhit huyt v s
sng tao khng ngng.
Vietravel l Cng ty L hnh u tin chun ho v cng nhn trnh Hng dn
vin tai Vit Nam hin nay v Cng ty ang tip tc trin khai ng thi qui trnh
chun ho trnh i ng Hng dn vin vi cc kho hc k nng mm. V vy,
hin Vietravel ang s hu mt i ng hn 300 Hng dn vin, sn sng phc v
du khch trn tt c cc tuyn du lch trong v ngoi nc.
2.3.6. Quy trnh [2][9]
2.3.6.1.
Quy trnh thit k tour
Theo T in qun l du lch, khch san, nh hng: chng trnh du lch trn gi
(Package Tour) l chuyn du lch trn gi m mc gi bao gm vn chuyn, khch
san, n ung v mc gi ny r hn so vi mua ring l tng dch v.
Theo Quy nh Tng cc Du lch Vit Nam c 2 nh ngha sau:
-
Chuyn du lch (Tour) l chuyn i c chun b trc bao gm tham quan

mt hay nhiu im du lch v quay tr v ni khi hnh. Chuyn du lch
thng thng c cc dch v v vn chuyn, lu tr, n ung, tham quan v
cc dch v khc
30
Chng trnh du lch (Tour program): l lch trnh ca chuyn du lch bao gm
lch trnh tng bui, tng ngy, hang khch san khch lu tr, loai phng tin
vn chuyn, gi bn chng trnh, cc dch v min ph
Vic thit k nhng chng trnh du lch trn gi phu hp l ht sc quan trng. Do
hin nay phn ln khch i tour l nhng ngi c nhu cu ngh ngi, th gin nn
h lun mong mun cc tour du lch c th bao gm tt c nhng dch v cn thit.
Nh vy h c th thoi mi thm quan, du lch m khng cn phi lo lng v nhng
vn , th tc lin quan.
Cng tc thit k tour du lch l mt hoat ng c trng quan trng ca Vietravel, n
lin quan n ni dung ca chng trnh, s lng cc dch v, s c o ca tuyn
du lch. N c vai tr quan trng trong vic gy s ch ca khch hng. Khi thit k
cc tour du lch, Vietravel thng i theo trnh t sau:
-
Bc 1: Nghin cu th trng (nghin cu cu). y l hoat ng c thc

hin trong sut qu trnh kinh doanh. T hoat ng ny, cng ty xc nh
cho mnh i tng khch hng mc tiu, c im tiu dung v cc s thch
thi quen ca khch khi i du lch.

Bc 2: Nghin cu kh nng p ng (nghin cu cung). Kh nng p ng
thng th hin 2 lnh vc: ti nguyn du lch v kh nng phc v ca cng
ty.
Bc 3: Xc nh mc tiu v tng ca cc tour du lch. tng l s kt
hp gia nhu cu ca khch v kh nng p ng.

Bc 4: Xc nh gii han ca gi v thi gian, cn c vo qu thi gian v
kh nng thanh ton ca th trng khch, ngoi ra cn phi cn c vo mc
gi chung.
Bc 5: La chn tuyn im, thng da trn mc ch i du lch ca tng
i tng khch hng.

Bc 6: Xy dng phng n vn chuyn. Khi xy dng phng n vn
chuyn cng ty thng ch trng n khong cch im du lch v h thng
phng tin vn chuyn.

Bc 7: Xy dng phng n lu tr, n ung. Vi nhng quan h c
thit lp, khi la chn khch san, cng ty thng cn c vo cc yu t nh: v
tr v th hang ca khch san, cht lng phc v, mc gi, la chn phu
hp.
31
Bc 8: Xc nh gi thnh v gi bn. Xc nh gi tour sao cho hp l, c

tnh canh tranh nhng vn m bo cht lng ca chuyn i v thu c li
nhun.
2.3.6.2.
Quy trnh cung cp dch v

Quy trnh c quy nh c th, c cc im chnh nh sau:
T vn v t v
Khch hng s c t vn tn tnh v cc chng trnh tour du lch khi c nhu cu
tai cc phng giao dch v ai l ca Vietravel.
Gi v du lch c tnh theo tin ng (Vit Nam - VN). Trng hp khch
thanh ton bng USD s c quy i ra VN theo t gi ca ngn hng u T v
Pht Trin Vit Nam Chi nhnh Tp.HCM tai thi im thanh ton.
Gi v ch bao gm nhng khon c lit k mt cch ro rng trong phn Bao
gm trn cc chng trnh du lch. Vietravel khng c ngha v thanh ton bt c
chi ph no khng nm trong phn Bao gm.
Lu : Trong trng hp qu khch t ch cho 01 khch vui lng thanh ton thm
ph ph thu phng n. Nu trong tour c khch thch hp ghp phng khch san
Vietravel s lin h lai vi qu khch v hon tr s tin ph thu phng.
Thanh ton
Khi ng k, Qu khch vui lng cung cp y thng tin v ng mt khon tin
cc gi ch. S tin cc khc nhau tuy theo chng trnh m Qu khch chn, s
tin cn lai s thanh ton trc ngy khi hnh 5 ngy lm vic.
Thanh ton bng tin mt hoc chuyn khon ti ti khon ngn hng ca Vietravel
nh sau:
KHI HNH U TP H CH MINH
Tn ti khon: Cng ty TNHH MTV Du Lch & Tip Th GTVT Vit Nam Vietravel
Ngn hng: Ngoai Thng Vit Nam Chi nhnh Tp.HCM
a ch: 29 Bn Chng Dng, qun 1, Tp.HCM
Ti khon: USD: 007.137.008.9095
VN: 007.100.001.2584
KHI HNH U H NI
32
Tn
ti
khon:
Chi
nhnh
Cng
ty
Du
lch
&
Tip
th
GTVT
Ngn hng: S Giao dch Vietcombank

a ch: 31 - 33 Ph Ng Quyn - H Ni
Ti khon: VN: 0011 0000 18933
Vic thanh ton c xem l hon tt khi Vietravel nhn c tin v du lch
trc lc khi hnh hoc theo hp ng tha thun gia hai bn. Bt k mi s
thanh ton chm tr dn n vic hy dch v khng thuc trch nhim ca
Vietravel.
DNH
CHO
KHACH
HNG
NG
TRN
TRANG
WWW.TRAVEL.COM.VN THANH TOAN CHUYN KHON

Khi thc hin vic chuyn khon, Qu khch vui lng ghi ro Tn h, S in thoai
v Ni dung chuyn cho chng trnh du lch c th c Qu khch chn ng
k.
Sau khi thc hin vic chuyn khon, Qu khch vui lng fax y Nhim Chi v
cng ty Vietravel theo s 08 38299142 v lin h vi nhn vin ph trch tuyn
nhn c V du lch chnh thc t cng ty Vietravel.
Vietravel s khng gii quyt cc trng hp h thng t ng hy phiu ng k
nu Qu khch khng thc hin ng qui nh trn.
Hy v v ph hy v du lch
Trng hp b hy b do Vietravel:
Nu Vietravel khng thc hin c chuyn du lch, Vietravel phi bo ngay cho
khch hng bit v thanh ton lai cho khch hng ton b s tin khch hng
ng trong vng 3 ngy k t lc vic thng bo hy chuyn du lch bng tin mt
hoc chuyn khon.
Trng hp b hy b do khch hng:
NGAY L TT:
Trng hp chuyn chuyn du lch ngay sau khi ng k n trc ngy khi hnh
10 ngy chu ph 20%; Nu chuyn trc ngy khi hnh 06 ngy chu ph 30%;
Nu chuyn trc ngy khi hnh 04 ngy chu ph 50%; Nu chuyn trc ngy
khi hnh 02 ngy chu ph 80% v ch p dng chuyn qua cc tuyn du lch trong
nc.
33
Trng hp hy chuyn du lch ngay sau khi ng k n 10 ngy trc khi khi
hnh, Qu khch s chu phat 30% trn gi v du lch.
Trng hp hy chuyn du lch trong vng t 10 - 7 ngy trc khi khi hnh, Qu
khch s chu phat 40% trn gi v du lch.
Qu khch t hy chuyn du lch trong vng 3 ngy trc khi khi hnh, hy
khng bo trc hoc n tr sau gi khi hnh phi hy v du lch, Qu khch s
chu phat 100% trn gi v du lch.
Trng hp hy phat chuyn du lch c dch v v my bay xe la phi tun theo
cc iu kin hy phat ca cc n v vn chuyn ny.
NGAY THNG:
Trng hp chuyn chuyn du lch ngay sau khi ng k n trc ngy khi hnh
10 ngy s khng b mt ph; Nu chuyn trc ngy khi hnh 06 ngy chu ph
20%; Nu chuyn trc ngy khi hnh 04 ngy chu ph 40%; Nu chuyn trc
ngy khi hnh 02 ngy chu ph 70% v ch p dng chuyn qua cc tuyn du lch
trong nc.
Trng hp hy chuyn du lch ngay sau khi ng k n 07 ngy trc khi khi
hnh, Qu khch s chu phat 20% trn gi v du lch.
Qu khch t hy chuyn du lch trong vng 3 ngy trc khi khi hnh, hy
khng bo trc hoc n tr sau gi khi hnh phi hy v du lch, Qu khch s
chu phat 100% trn gi v du lch.
Trng hp hy phat chuyn du lch c dch v v my bay xe la phi tun theo
cc iu kin hy phat ca cc n v vn chuyn ny.
34
Lu :
- Trn y l mc phat hy ti a bao gm cc chi ph lin quan n vic chun
b cho chuyn i, chi ph ny c th c gim tuy theo iu kin ca tng nh cung
cp dch v cho Vietravel.
- Sau khi hy chuyn du lch, Qu khch vui lng n nhn tin trong vng 30 ngy.
Chng ti ch thanh tan trong thi gian ni trn.
DANH
CHO
KHCH
HANG
NG
TRN
TRANG
WWW.TRAVEL.COM.VN THANH TON TRC TUYN:

Khch hng hy V du lch trong thi im ngy Thng v L Tt theo ng
nhng qui nh trn, trong trng hp khch thanh ton trc tuyn, nu hy V du
lch khch hng s chu ton b ph ngn hng cho vic thanh ton tin V du lch.
Vic hon tr tin cho khch s c Vietravel thc hin ngay sau khi ngn hng
thng bo tin vo ti khon ca Vietravel.
Trng hp bt kh khng:
Nu chng trnh du lch b hy b hoc thay i bi mt trong hai bn v mt l do
bt kh khng (ha hoan, thi tit, tai nan, thin tai, chin tranh), th hai bn s
khng chu bt k ngha v bi hon cc tn tht xy ra v khng chu bt k
trch nhim php l no. Tuy nhin mi bn c trch nhim c gng ti a gip
bn b thit hai nhm gim thiu cc tn tht gy ra v l do bt kh khng.
Gi dnh cho tr em
- Tr em di 5 tui: c min ph v dch v (n chung, ng chung vi cha m).
Hai ngi ln ch c km 1 tr em di 5 tui, em th hai tr ln phi mua v.
- Tr em t 5 n di 11 tui: mua 50% v dch v (n ring,ng chung vi ngi
ln). Hai ngi ln ch c km 1 tr em t 5 n di 11 tui, em th hai tr ln
s phi mua 01 xut ging n.
- Tr em t 11 tui tr ln: mua mt v nh ngi ln.
- V my bay, xe la, phng tin vn chuyn cng cng: mua v theo quy nh ca
ca cc n v vn chuyn ny.
Nhng yu cu c bit trong chuyn du lch
Cc yu cu c bit ca Qu khch phi c bo trc cho Vietravel ngay tai thi
im ng k. Vietravel s c gng p ng nhng yu cu ny trong kh nng ca
mnh song s khng chu trch nhim v bt k s t chi cung cp dch v t pha
35
cc nh vn chuyn, khch san, nh hng v cc nh cung cp dch v c lp khc.

Khch sn
Khch san c cung cp trn c s nhng phng c hai ging n (TWN) hoc
mt ging i (DBL) tuy theo c cu phng ca cc khch san. Khch san do
Vietravel t cho cc chng trnh tham quan c tiu chun tng ng vi cc mc
gi v m khch chn khi ng k i du lch. Nu cn thit thay i v bt k l do
no, khch san thay th s tng ng vi tiu chun ca khch san ban u v s
c bo cho du khch trc khi khi hnh. Nhng yu cu c bit ca khch hng
nu thng bo trc cho Vietravel s c p ng tuy theo kh nng cung cp ca
khch san v khch hng phi tr thm tin i vi cc yu cu ny (nu c).
Vietravel c quyn khng p ng nhng yu cu ny nu khch san t chi cung cp
dch v.
Gi nhn phng tai cc khch san l sau 14:00 v phi tr phng theo quy nh ca
khch san l trc 12:00.
Vn chuyn
Phng tin vn chuyn tuy thuc theo tng chng trnh du lch.
Vi chng trnh i bng xe: xe my lanh (4, 7, 15, 25, 35, 45 ch) s c Vietravel
sp xp tuy theo s lng khch tng on, phc v sut chng trnh tham quan.
Vi chng trnh i bng xe la my bay tu cnh ngm (phng tin vn chuyn
cng cng), trong mt s chng trnh cc nh cung cp dch v c th thay i gi
khi hnh m khng bo trc, vic thay i ny s c Vietravel thng bo cho
khch hng nu thi gian cho php.
Vietravel khng chu trch nhim bi hon v trch nhim php l vi nhng thit hai
v vt cht ln tinh thn do vic chm tr gi gic khi hnh ca cc phng tin vn
chuyn cng cng hoc s chm tr do chnh hnh khch gy ra. Vietravel ch thc
hin hnh vi gip gim bt tn tht cho hnh khch.
Hnh l
Hnh l gn nh, vi cc chng trnh s dng dch v hng khng, hnh l min
cc s do cc hng hng khng qui nh.
Vietravel khng chu trch nhim v s tht lac, h hng hnh l hoc bt k vt
dng g ca du khch trong sut chuyn i, du khch t bo qun hnh l ca mnh.
Nu khch hng b mt hay tht lac hnh l th Vietravel s gip hnh khch lin lac
36
v khai bo vi cc b phn lin quan truy tm hnh l b mt hay tht lac. Vic bi
thng hnh l b mt hay tht lac s theo qui nh ca cc n v cung cp dch v
hoc cc n v bo him (nu c).
Bo him du lch
Gi dch v du lch trn gi bao gm bo him vi mc n bu cao nht l
50.000.000/khch Vit Nam (i du lch trong nc).
Vic bi thng (nu c) s do n v bo him thc hin theo ng quy nh qui
tc bo him dnh cho khch i du lch trong nc.
Tip nhn thng tin v chng trnh du lch
Trc khi ng k, khch hng vui lng c k chng trnh, gi v du lch, cc
khon bao gm cng nh khng bao gm trong chng trnh. Khch hng c th trc
tip hoc nh ngi ai din n ng k i du lch v thanh ton tin v tai cc vn
phng, chi nhnh ca cng ty Vietravel. Vietravel ch c trch nhim cung cp thng
tin ca chuyn i cho khch hng n ng k trc tip hoc cho ngi ai din.
Vietravel khng chu bt c trch nhim no trong trng hp ngi ai din khng
cung cp lai hoc cung cp khng chnh xc cc thng tin ca chuyn i cho khch
hng.
Trch nhim v cam kt khc
V pha cng ty Vietravel:
-
bo
mi
dch
theo
ng
nh
chng
trnh.
-Ph bin y cc thng tin cn bit, cc qui nh khi i du lch trong v

-
ngoi nc trc ngy khi hnh.

Trng hp cc dch v (nh hng, khch san, phng tin vn chuyn)
khng bo m cc tiu chun nh tho thun cung cp ban u v c
xc nh l do li ca Vietravel, Vietravel s chu trch nhim bi thng cho
khch hng 10% gi tr ca mi dch v khng ng tiu chun .

Cng ty xut ha n cho Qu khch c nhu cu (Han cht: sau 07 ngy kt
thc chuyn du lch).
V pha khch hng:

-
Thanh ton y ng han.

Trong thi gian i du lch, khch hng phi tun th theo chng trnh, khng
c t tch on. Nu c yu cu thay i phi thng bo cho hng dn
vin hoc ai din ca Vietravel.
37
Mang theo y cc giy t tuy thn khi i du lch nh Chng Minh Th,
H Chiu, Giy Khai Sinh (i vi tr em), Giy Hn Th (i vi khch hng
ch mua dch v khch san). Ring i vi khch Vit kiu khi s dng H
chiu hoc Th Xanh, phi em theo y Visa v Giy ti xut nhp Vit
Nam.
Trong trng hp khch hng dn theo tr em di 15 tui (khng phi con rut) i
cung trong chng trnh, phi mang theo Giy y Quyn ca cha m, c xc nhn
ca chnh quyn a phng.
Tuy theo tnh hnh thc t, Vietravel gi quyn thay i l trnh, sp xp lai th t
cc im tham quan hoc hy b chuyn i du lch bt c lc no m Vietravel thy
cn
thit
thun
tin
hoc
an
ton
cho
khch
hng.
Trong qu trnh thc hin, nu xy ra tranh chp s c gii quyt trn c s thng
lng gia hai bn. Nu vic thng lng khng at c kt qu, v vic s c
a ra ta n theo ng qui nh ca php lut hin hnh. Mi chi ph lin quan s do
bn thua kin chu.
2.3.6.3.
Quy trnh gii quyt khiu ni
Bc 1-Yu cu gii quyt khiu ni: Tt c cc yu cu gii quyt khiu nai ca

khch hng lin quan n cng ty (chng trnh tour, cc dch v b sung khc hay
thi phc v, ) s do P. QH&DVKH tip nhn.
Bc 2-Xc minh, lp h s, lu va chuyn: Sau khi tip nhn yu cu gii quyt
khiu nai, P.QH&DVKH s tin hnh xc minh lai nhng thng tin do khch hng
cung cp (qua khch hng khc, nhn vin c lin quan, ), lp h s gii quyt
khiu nai, lu v chuyn sang b phn trc tip c lin quan n vn khiu nai.
38
Bc 3-Phn hi hng gii quyt: B phn trc tip c lin quan n vn

khch khiu nai chu trch nhim a ra gii php gii quyt tha ng cho khch
hng v phn hi bng vn bn (c ch k ca lnh ao phng) cho P. QH&DVKH.
Bc 4-T trnh xin kin: P. QH&DVKH sau khi nhn c phn hi v hng
gii quyt ca cc b phn c lin quan n vn khiu nai lm t trnh xin kin
ca Ban TG (c ch k ca lnh ao phng).
Bc 5-Xt duyt: Ban TG xem v ra quyt nh thng qua phng hng gii
quyt khiu nai. Trng hp khng c Ban TG thng qua, P. QH&DVKH s
chuyn bn sao t trnh khng c thng qua v b phn chu trch nhim, b phn
ny c nhim v xut hng gii quyt mi.
Bc 6-Phc p: Sau khi nhn c quyt nh thng qua phng hng gii
quyt khiu nai ca Ban TG, P. QH&DVKH tin hnh phc p cho khch hng, v
lp bin bn xc nhn nu khch hng ng vi cch gii quyt trn. Quy trnh kt
thc.
Bc 7-Yu cu gii quyt li: Trng hp khch hng khng ng vi cch gii
quyt trn v yu cu gii quyt lai. Yu cu gii quyt lai khiu nai s c chuyn
v P. QH&DVKH. Quy trnh lp lai cc bc 4, 5, 6.
* Yu cu v thi gian gii quyt khiu ni: bc (1)+(2): 8h, bc (3): 8h, bc
(4)+(5): 8h, bc (6)+(7):8h, bc (8)+(9): 8h, bc (10): 8h.
2.3.7. Yu t hu hnh
Vn phng giao dch:
Khi n vi cc vn phng giao dch ca Vietravel trn khp c nc, khch hng
khng ch cm nhn c s chuyn nghip ca nhn vin, m cn cm nhn c
mt ng cp cht lng c mang lai t cch thit k v by tr ca cc vn phng
ny.
a im: Vn phng giao dch ca Vietravel c mt thnh ph ln trn khp Vit
Nam, t tai cc v tr thun tin cho khch hng. Tuy thuc vo ln ca th trng
khu vc , m vn phng c xy dng vi din tch phu hp, nhm tao s thoi
mi khi giao dch.
C bn ngoi v bn trong u c thit k ni bt ln biu tng ca Vietravel,
vi mu xanh lam lm ch ao, va mang hiu ng thm m cao, va mang lai cm
gic thoi mi, mt m cho khch hng.
39
Bn trong ngoi cc vt dng trang tr thng thng, ta thng nhn ra cc cp danh

hiu m doanh nghip at c. V tr t cc gii thng, cch cc nhn vin trn
trng mang lai cm nhn uy tn cho khch hng, mt bin php hu hiu truyn
thng cho nh cung cp dch v.
Khu vc t vn v t v c thit k n gin, gip d dng khi giao dch gia
nhn vin v khch hng. Gn cc khu vc t vn ny lun c cc t qung co v
cc tour du lch, mang lai nhiu thng tin cho h, nh gip khch hng hiu ro hn
v chng trnh cng nh thc y quyt nh la chn ca h.
i vi cc vn phng giao dch ln, tin li cho khch hng trong vic t v,
nhn t vn, cng nh tao hiu qu trong cng vic, tai cc quy giao dch lun c
bng ch dn v a im n, nh: min Bc, min Nam, nc ngoi
Ngoi ra vi y trang thit b phc v cho cc hoat ng cng vic, gip cho vic
giao dch c nhanh chng v tin li.
Phng tin vn chuyn [1]
Hng l mt trong s t nhng cng ty l hnh Vit Nam c i xe vn chuyn du lch
ln nht hin nay, Vietravel c i xe c xem l hung hu nht vi gn 100 xe t 4
ch n 45 ch, trang b hin
ai, th h mi. c qun l
bi X nghip Vn chuyn
Xuyn A - Asia Express - thnh
vin ca Cng ty Du lch
Vietravel, i xe phc v
nhiu s kin tm vc quc t v
p ng nhu cu cho hng ngn
du khch mi nm trong nhng hnh trnh trong nc v nc ban Campuchia.
Tai Ngy hi Du lch TPHCM ln th VIII nm 2012, X nghip Vn chuyn Xuyn
A (Asia Express), Cng ty Du lch Vietravel vinh d c bnh chn Top 5 Hng vn
chuyn du lch hng u trong Gii thng Thng hiu du lch hng u TPHCM.
Vi thnh tch at c, Vietravel khng nh c kh nng ca mnh trong vic
cung cp phng tin vn chuyn c s lng v cht lng. i xe c th p ng
nhu cu cho cc chng trnh quy m ln nh vic hon thnh hu cn cho i L
Pht n Lin hip Quc Vesak 2014, thu ht khong 1.500 ai biu t 100 quc
40
gia v vung lnh th, bn canh cn c khong t 8.500 ai biu, ch tng, Pht t
trong nc v d ai l.
Cc yu t hu hnh khc:
Ngoi cc vn phng ai din v h thng xe m Vietravel ngy cng hon thin, th
cn rt nhiu yu t hu hnh khc quyt nh cht lng ca mt chng trnh du
lch, nh khch san, a im tham quan, vui chi, gii tr, khng kh l hi,, vai
tr ca cc yu t hu hnh ny rt quan trng, n quyt nh cm nhn v chuyn i
ca khch hng, do khng t cung cp c nn vn kim sot cng kh khn
hn.
hon thin cht lng dch v, Vietravel thc hin vic gim st nh cung cp.
y l bin php tt nht bo v quyn li khch hng, tao s chn la tt nht
cho khch v khng th nh cung cp mun bn g cho khch cng c m phi
tun th nhng tiu chun bt buc ca cng ty. Nhng vic lm tng chng nh
nht nh vy nhng lm nn c chuyn ln. l thng hiu Vietravel. V
nhm p ng nhiu nhu cu khc nhau ca khch hng, Vietravel cng c a ra
cc chnh sch lin quan n cc yu t hu hnh ny, m c cp mc
Quy trnh, nh thay i khch san, phng tin di chuyn vi mong mun tha
mn khch hng tt nht.
i vi nhng yu t hu hnh nh thi im du lch, cnh quan, l hi lun c
Vietravel quan tm v cn nhc k lng, nhm thit k c chng trnh hp dn
nht cho tng nhm khch hng. Chng han nh cc tour festival Hu, cc tour vo
cc mua hoa Ty Bc
2.4.
NH GI VA XUT
2.4.1. nh gi:
Vi cc phn tch chin lc marketing i vi cc tour ni a ca Vietravel nhu
trn, chng ti c nhng nhn xt nh sau:
Cc im manh ca hoat ng marketing:
Vietravel thc hin c mt chin lc marketing mix hiu qu, thng qua
nm bt c nhu cu ca th trng phi hp vi ni lc vng manh ca
-
doanh nghip.
Sn phm: Doanh nghip mang lai nhiu chng trnh tour p ng c
nhu cu khch hng. c bit trong giai oan hin nay khi m xu hng du
41
lch ngn ngy hn, gi thnh r hn ang c u tin, th cc chum tour

ECO tit kim phn no tha mn nhu cu ca h. Bn canh nhm khch
hng tm kim sn phm tit kim, th doanh nghip cng lun sn sng cung
cp cc tour cht lng cao, vi chng trnh ngh dng c bit cho cc
khch hng mun khng nh mnh.
Tn dng iu kin t nhin, nt vn ha, phong tc tp qun, l hi ca Vit
Nam, Vietravel lun mang lai cc sn phm c trng, cht lng.
Ngoi vic mang lai cc sn phm dch v trc tip p ng nhu cu ca
khch hng th Vietravel cn a ra cc sn phm ph nh t vn, bo him
du lch, u i hi vin cung phi hp vi sn phm chnh mang lai cm
nhn tt nht cho khch du lch.
Khng nh c thng hiu ca mnh qua nhiu gii thng c vinh danh
trong v ngoi nc, m nhn cung cp dch v cho nhiu chng trnh ln
ca t nc, uy tn v cht lng lun c bo m, tt c tc ng tch
cc n nhn thc ca khch hng.

S lng v thi im t chc phu hp vi nhu cu ca khch hng.
Gi: vi nhiu chnh sch nh gi khc nhau, p ng c hu ht nhng
mc ch tm kim ca khch hng. Mc gi lun c xy dng hp l, nh
s lin kt mt thit vi cc doanh nghip cung cp dch v khc nh nh
hng, khch san
Ngoi ra, vi chnh sch bo m duy tr gi ca mt s tour vo cc t cao
im, c xem l chin lc hiu qu trong giai oan canh tranh hin nay.
Phn phi: m rng quy m theo thi gian s m rng knh phn phi l mt
iu tt yu, vi h thng bao ph nhiu thnh ph ln, phn b dc theo c
t nc, khng ch gip m rng th trng, gip khch hng tip xc d
dng hn, m cn gip cho khch hng nhn c cm nhn c tm vc ca
cng ty. Bn canh cung cp dch v qua cc vn phng giao dch, doanh
nghip cn phn phi qua knh mang in t, v ang tha mn nhu cu
ngy cng cao ca khch hng, va nhanh chng, va tin li.

Xc tin: nhiu chng trnh c thc hin nh khuyn mai, qung co
qua bo ch, brochures, quan h cng chng cc hoat ng lun c phi
hp mt cch nhp nhng hiu qu, vo tng thi im phu hp trong nm;
khng ch mang lai doanh thu m cn mang lai uy tn thng hiu cho doanh
nghip.
42
Con ngi: nn tng cho s vng manh v pht trin ca Vietravel l i ng

nhn vin chuyn nghip, giu kinh nghim. Vi nhiu chnh sch phu hp
Vietravel xy dng nn nhng con ngi tm huyt, nhit tnh v khch
hng v doanh nghip.

Quy trnh: cc quy trnh i vi sn phm dch v l mt yu t quan trng, do
tnh cht c trng ca dch v m yu t ny s quyt nh hiu qu trong
cng vic, mt quy trnh hiu qu s gip tha mn khch hng tt hn, gip
doanh nghip tit kim chi ph, nhanh chng, hp l. Vietravel v ang
hon thin cc quy trnh ca mnh t khu t v, chuyn giao dch v, cho
n gii quyt thc mc ca khch hng; quy trnh c cung cp c th n
khch hng, gip khch hng an tm khi giao dch.

Yu t hu hnh: y c xem l im manh ca Vietravel, doanh nghip
lun c gng mang lai cht lng tt nht t cc yu t ny, nhm gip khch
hng c cm nhn tt nht.
Cc im yu:
-
Sn phm:
Cc chng trnh du lch hin nay ca Vietravel vi im n gn nh quen
thuc vi nhiu khch hng ni a, trong khi nhu cu du lch ni a hin
nay lai c xu hng nhm n cc vung t mi, hoang s. Bn canh a im
n th ngay c chnh trong chng trnh tour cng th hin s lp lai, khng
mang lai s kch thch cn thit cho khch hng.
i vi cc chng trnh ln, cc dch v thng chm tr, th hin s p
ng khng ng mc trong cng tc hu cn v tnh hnh thc t.

Gi:
Hin nay trn th trng c rt nhiu i th canh tranh, cc cng ty lai cung
cp cc chng trnh tour tng i ging nhau, do khi la chn ngoi yu
t thng hiu khch hng s rt quan tm n gi. Trong khi gi tour ca
Vietravel thng cao hn so vi cc i th canh tranh.

Xc tin:
Mc du cc hoat ng xc tin a dang v mang lai kt qu tt, nhng vn
cha truyn ti c thng ip ca doanh nghip n khch hng. Cc thng
tin qung co cho thng hiu hu nh ch nu ln cc gii thng, cc thnh
tch, cc hoat ng t chc, trong khi gi tr mang lai tht s cho khch
hng lai rt t, cha c nhng cam kt c th, nhng hoat ng nhm gii thch
tai sao khch hng nn chn Vietravel.
43
nh gi v quy m ca hoat ng xc tin, hu ht cc chng trnh c t

chc quy m va v nh, tnh cht su rng cha c, mc bao ph thng
tin cng ch gii han trong mt pham vi cc i tng quan tm, trong mt
khu vc no ; kt qu l cha tao c ting vang ln no trong tm tr
-
khch hng.
Con ngi:
nh gi bt li cho Vietravel hu ht l do yu t con ngi, khi thc hin
cc chng trnh ln nhn vin cng ty thng gp kh khn trong vic phc
v khch hng, s chm tr thng xuyn xy ra.

Quy trnh:
Quy trnh qu nhiu bc, phc tap, m c th l trong quy trnh x l khiu
nay. thc hin mt quy trnh hon chnh, doanh nghip s tiu tn nhiu
thi gian ca khch hng, nu phn tch c th ta nhn thy rng khch hng
s khng mong mun thc hin quy trnh ny m quyt nh ca h s l t
chi s dng lai dch v ca doanh nghip.
Yu t hu hnh:
Thit k phng giao dch c mt s im cn phi ci tin: khu vc tip xc
khng c s ngn cch gia cc khch hng vi nhau, khng mang lai s ring
t thoi mi cho khch hng khi giao dch; phng giao dch khng c kh nng
phc v lc ng khch, khch hng cha c phn lung ro rng, d gy
chen ln, un y.
2.4.2. xut:
Cn c vo cc phn tch trn y, nhm xin a ra cc xut nh sau:
-
Tip tc pht huy cc im manh, xy dng mt hnh nh thng hiu uy tn,
cht lng.
Sn phm: doanh nghip cn y manh hoat ng nghin cu th trng, khai
thc cc a im du lch mi, c bit l a dang ha cc loai hnh chc nng
trong cc chng trnh tour, nh tp trung v pht trin manh nhng sn phm
c o nh lt kayak, hi tho, leo ni, vt thc, thm him rng Ct
Tin v ng Phong Nha - K Bng, homestay, cha bnh, trt ct, du
ln.... Vic nghin cu v nh gi tour cn c tin hnh cn trng v thc
hin lu di, c th nm bt c nhu cu ca khch hng tt nht.
44
Pht trin thm nhiu loai hnh tour mi, gn vi vic m rng khch hng,
chnh thc khai thc cc tour cho ngi cao tui, tr em, y manh v a dang
cc tour tit kim ECO, pht trin cc tour ngn ngy
i vi cc yu t ph tr b sung cho sn phm ct loi, Vietravel nn xy
dng thm nhiu yu t nhm tha mn khch hng nhiu hn, nh dch v
trung chuyn khch lai cc im a rc, trang b thc ung b dng trong
cc chuyn i
Han ch ti a cc thay i c th xy ra trong qu trnh cung cp dch v, khi
c s c xy ra phi c gii quyt nhanh chng, t li ch ca khch hng
ln trn ht. thc hin c iu ny, doanh nghip ngoi vic xy dng
tour cn phi kim tra cc yu t lin quan, m bo qu trnh chuyn giao
-
dch v nhp nhng nhanh chng.

Gi cng l mt yu t cn c doanh nghip quan tm hn na, c bit l
trong giai oan canh tranh nh hin nay. Ngoi vic a ra cc mc gi hp
l, doanh nghip cn phi lu tm n vn truyn ti c s tng quan
gia gi tr v mc gi ny, t cho khch hng c mt s so snh ng
n hn.
Phn phi: m rng cc knh phn phi mt cch hp l, vic m rng knh
phn phi s tao iu kin cho doanh nghip cung cp dch v tt hn. Tuy
nhin, thit lp knh hiu qu doanh nghip cn nh gi mc th trng
tai khu vc xy dng cc phng giao dch c din tch v thit k phu
hp. u t pht trin cc knh phn phi hin ai, ni dung, hnh thc, cht
lng mang,
Xc tin: doanh nghip cn xy dng cc chng trnh su rng hn, cng ty
cn gia tng qung co trn cc phng tin thng tin ai chng, nh tivi, i
pht thanh, ... khch hng c c hi tip xc nhiu hn vi thng tin dch
v, t mc bit hiu ca khch hng s gia tng. Vi nhu cu du lch
gia tng nh hin nay, vic m rng qung b cho hnh nh doanh nghip l
cn thit, tao dng nh v tt trong khch hng. Ngoi ra, bn canh cc hoat
ng khuyn mi (Sale Promotion) nhm ko khch hng, cng ty cn tp
trung hn vo hoat ng khuyn mai (Trade Promotion) hng n cc trung
gian phn phi, nhm thng qua cc trung gian ny, y khch hng n vi
dch v nhiu hn, chin lc truyn thng s y v mang n hiu qu
vt tri.
45
Con ngi: i ng nhn vin ca Vietravel phi lun c tao iu kin

trao di kin thc, khng ch v chuyn mn m cn cc kin thc khc nh
x l tnh hung, t ra quyt nh, s cp cu Ngoi yu t ny, doanh
nghip phi c k hoach phn b nhn vin phu hp vi tng chng trnh du
lch, trnh cc thit st c th xy ra.
Khch hng thng t khi phn nn v thi ca nhn vin phc v, nhng
h s th hin s khng hi lng ca mnh khi quyt nh c quay lai vi
doanh nghip hay khng, do vic nh gi liu cc nhn vin c tht s lm
vic ng nh cam kt khng, th ngoi cc chng trnh kim tra tai doanh
nghip, cn c cc chng trnh kim tra thc t, theo doi quan st thi
phc v ca hng dn vin, c i ng tt hn.
a ra cc chnh sch i ng thu ht nhn ti tt hn, cung cp mi trng
lm vic sng tao, nng ng, tao mi lin h gn kt gia nhn vin v doanh
nghip, t tao ng lc lm vic hiu qu hn.

Quy trnh: cn nghin cu xy dng lai quy trnh, cng n gin thun tin
cho khch hng cng tt, m bo phn hi gia doanh nghip v khch hng
ti u.
Yu t hu hnh: ngy cng hon thin h thng phn phi, u t thit k cc
vn phng giao dch nhm tao s thoi mi, tin nghi cho khch hng nh khu
vc dung nc, bc s t ng,. u t ni dung, hnh nh, thng tin cho
website. Ngoi vic t u t xy dng hon thin cc yu t hu hnh ca
doanh nghip, Vietravel cn c gng lin kt cht ch vi cc nh cung cp
dch v khc, m bo ng nh yu cu tha thun, cung phi hp vi nh
cung cp ngy cng khng nh c ng cp ca nhau.
46
KT LUN
Kinh t x hi nc ta ngy cng pht trin, nhu cu du lch gii tr ca ngi dn
ngy cng tng cao, nm bt c c hi ny khng ch mang lai li ch cho doanh
nghip m cn mang lai li ch cho quc gia. Vietravel v ang khng ngng ci
thin cht lng dch v du lch ca mnh nhm p ng khch hng ngy cng tt
hn. Sau hn 18 nm hnh thnh v pht trin, doanh nghip khng nh c uy
tn ca mnh trn th trng, tuy nhin vn cn nhng vn phi cn nhc. Qua bi
tiu lun, chng ti phn tch chin lc marketing i vi tour du lch ni a ca
Vietravel, qua tm ra cc im manh, im yu v xut khc phc. Cc
xut c tng hp da trn chin lc ca cng ty, kt hp vi cc iu kin mi
trng kinh doanh ca doanh nghip nh i th canh tranh, mc tng trng th
trng, nhu cu ca khch hng, Cc xut ch yu xoay quanh 7P ca chin
lc marketing, nh a dang ha sn phm, xy dng hoat ng xc tin su rng
hn, ch trng yu t con ngi, quy trnh nn n gin, thun tin,...
Chng ti tin tng rng, vi quyt tm v ngh lc ngay t lc bt u Vietravel s
tng bc xa b khong cch gia mong i v cm nhn ca khch hng, at c
trit l ca thng hiu l s chuyn nghip, cm xc thng hoa v gia tng gi tr
dnh cho khch hng.
47
PH LC 1_ Kt qu kho st cht lng dch v tour TP HCM Nha Trang

i tng kho st:
-
S lng: 30 (10 nam, 20 n).

Tui: 18-40.
Ngh nghip: nhn vin vn phng.
Thu nhp: di 5 triu/ thng.
Stt
Cht lng dch v
Vn phng v tr
thun li, d kim

Thng tin tour chi
tit, ro rng, d hiu

Phng tin vn
Nhn xt ca khch hng

Rt khng Khng
Trung
Hi
hi lng
hi lng
Rt
hi
lp
lng
83,33%
lng
16,67%
33,33%
33,33%
33,33%
66,67%
33,33 %
83,33%
16,67%
50%
33,33%
66,67%
33,33%
chuyn cht lng,

4
an ton
Dch v n ung
trong
tour
cht
lng, v sinh
Khch san at tiu
chun
Trang
vin lch s
Thi nhn vin
phc
16,67%
nhn
83,33 % 16,67%
48
khi gii quyt s c

8
khch hng
Cung cp dch v
16,67%
66,66%
16,67%
66,66%
16,67%
ng thi im
9
tha thun
Lun cn thn, trnh
10
sai xt ng tic
Mi quan h tt vi
16,67 %
16,67 % 83,33%
nhng nh cung cp
dch v uy tin: khch
11
san, resort,..
Thng bo cho khch 16,67%
33,33%
33,33%
16,67%
16,67%
33,33%
50%
hng bit trc khi

c s iu chnh
12
trong tour
Nhn vin vui v,
13
nim n
Lun sn sng gip
83,33%
16,67%
14
khch hng
Cung cp dch v
83,33%
16,67%
nhanh chng, ng
15
hn
Chng trnh tour
33,33%
50%
16,67%
16
phong ph, hp dn
Khch hng cm thy
16,67%
66,66%
16,67%
17
an ton khi giao dch

Hng dn vin c
50%
33,33%
50%
33,33%
66,67%
33,33%
16,67%
kin thc, giu kinh

18
nghim
K nng gii quyt
19
vn ca nhn vin
Ch bo him du
20
lch
Nhn vin thu hiu
16,67%
66,67%
nhng yu cu c
bit ca khch hng
49
33,33%
21
Mc hi lng ca
66,67%
33,33%
22
khch hng
La chn u tin khi
83,33%
16,67%
23
i tour
Ban sn sng gii
66,67%
33,33%
thiu viettravel vi
mi ngi
50
TAI LIU THAM KHO

[1].
http://2travel.vn/vietravel-nha-cung-cap-phuong-tien-van-chuyen-du-lich-hang-
dau.html
[2]. http://customercare.com.vn/
[3]. http://doc.edu.vn/tai-lieu/khoa-luan-thuc-trang-va-mot-so-giai-phap-nham-nangcao-hieu-qua-viec-thu-hut-khach-du-lich-noi-dia-tai-cong-ty-dich-vu-43530/
[4].
http://doko.vn/luan-van/phan-tich-va-lap-chien-luoc-marketing-tai-cong-ty-du-
lich-va-tiep-thi-gtvt-vietravel-304741
[5]. http://dulich.nld.com.vn/thoi-su-du-lich/huyen-thoai-vietravel-niem-tu-hao-cuadu-lich-viet-nam-20121219032511604.htm
[6]. http://khotailieu.com/luan-van-do-an-bao-cao/kinh-te/quan-tri-khach-san-dulich/giai-phap-marketing-thu-hut-khach-du-lich-noi-dia-tai-cong-ty-co-phan-truyenthong-du-lich-viet-ha-noi.html
[7]. http://www.pcworld.com.vn/mobile/anpham/tm/409/articles/quan-ly/giaothuong/2007/03/1190295/vietravel-ban-tour-qua-mang/
[8]. http://www.slideshare.net/sindarkness/tourism-marketing-market-segmemts
[9]. https://travel.com.vn/cham-soc-khach-hang/dieu-khoan-dang-ky-tour-online.aspx
[10]. http://vietbao.vn/Viec-lam/Van-hoa-ung-xu-suc-manh-doanhnghiep/40147203/267/
[11]. http://vietnamtourism.gov.vn/index.php/items/13460
[12]. http://www.vietravel.com.vn/
51

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Phn tch chin lc marketing tour du lch ni a ca Vietravel

TRNG AI HOC KINH T THANH PH H CHI MINH

PHN TICH CHIN LC MARKETING

GVHD: ThS. Nguyn Cng Dng

Thng 06, nm 2014

Phn tch chin lc marketing tour du lch ni a ca Vietravel

Phn tch chin lc marketing tour du lch ni a ca Vietravel

KHAI NIM LIN QUAN N CNG TY L HNH .............................5

KHAI NIM KHACH DU LCH...................................................................5

NHU CU CA KHACH DU LCH ............................................................5

2. PHN TCH CHIN LC MARKETING TOUR NI A CA

GII THIU CNG TY VIETRAVEL .........................................................7

2.2. HOT NG PHN ON TH TRNG V KHACH HNG MC

Phn oan th trng .............................................................................10

Khch hng mc tiu .............................................................................11

Kh nng p ng nhu cu khch hng ca Vietravel............................12

2.3. PHN TCH CHIN LC MARKETING TOUR NI A CA

Phn phi ..............................................................................................21

Con ngi .............................................................................................28

Quy trnh ...............................................................................................30

Quy trnh thit k tour.....................................................................30

Quy trnh cung cp dch v.............................................................32

Quy trnh gii quyt khiu nai.........................................................38

ANH GIA V XUT.........................................................................42

Phn tch chin lc marketing tour du lch ni a ca Vietravel

Phn tch chin lc marketing tour du lch ni a ca Vietravel

KHI NIM LIN QUAN N CNG TY L HANH [6]

KHI NIM KHCH DU LCH

NHU CU CA KHCH DU LCH [3]

m t c th hn, ta thy rng nhu cu thit yu l nhu cu i hi s tn tai ca

Phn tch chin lc marketing tour du lch ni a ca Vietravel

nh du lch ca du khch, c th ni nhu cu b sung l nhu cu pht sinh thm trong

Nhu cu thit yu:

l tt cho khch du lch.

Phn tch chin lc marketing tour du lch ni a ca Vietravel

hoc do chnh ng loai tao ra ni du lch l ni m khch du lch tm thy.

gi tr thm m, m bo th gin c mt th cht ln tinh thn.

PHN TICH CHIN LC MARKETING TOUR NI A CA

GII THIU CNG TY VIETRAVEL [12]

Phn tch chin lc marketing tour du lch ni a ca Vietravel

H thng dch v khc: Dch v hng khng, tr gip sn bay, Dch v Vn

Thnh lp t nm 1995 n nay sau 18 nm Vietravel pht trin h thng phn

Biu 1: S lt khch Vietravel qua cc nm

n hu ht cc quc gia trng

Biu 2: Doanh thu Vietravel qua cc nm

du lch tai Vit Nam hin nay, vi

Phn tch chin lc marketing tour du lch ni a ca Vietravel

chng Lao ng hng II v nm 2010 Ch tch nc trao tng Hun chng

Phn tch chin lc marketing tour du lch ni a ca Vietravel

HOAT NG PHN OAN TH TRNG VA KHCH HANG MC

2.2.1. Phn on th trng [8]

Khch OutboundKhch ni a (Domestic)

Phn on theo mc ch chuyn i ca khch hng:

Phn tch chin lc marketing tour du lch ni a ca Vietravel

Ngh dng cha bnh

Thm thn nhn

Phn tch chin lc marketing tour du lch ni a ca Vietravel

Thi gian lu tr ca khch du lch ni a thng ngn hn, trung bnh ch

nh mc trong gii han v ti chnh ca mnh.

Tc tng trng ca th trng ni a:

2.2.3. Kh nng p ng nhu cu khch hang ca Vietravel

san rng ri trn khp c nc, Vietravel

my bay tuy theo thit k tour.