SOLUTIONS FOR ONLINE MARKETING COMMUNICATION ACTIVITIES AT TOURISM SERVICE BUSINESS (CASE STUDY AT VIETRAVEL TOURISM AND TRANSPORTATION JOINT STOCK COMPANY - VIETRAVEL)

Tóm tắt

This study was conducted to propose solutions for online marketing communication activities in tourism service businesses towards business recovery and development after a prolonged recession caused by the impact of the Covid-19 pandemic. Case study at Vietnam Transport Marketing and Tourism Joint Stock Company (Vietravel) - a large-scale company with a long history of operation in Vietnam is also trying to find ways to recover and improve its business performance and has chosen marketing communication as one of the basic tools to help the company solve this problem. By appropriate scientific research methods such as desk research, non-participant observation, in-depth personal interviews with managers and specialists in charge of online marketing communication activities of Vietravel, along with the survey by online questionnaire, the research has summarized and evaluated the current status of online marketing communication activities of Vietravel. Solutions to develop Vietravel's online marketing communication activities are proposed based on the limitations drawn from the survey results. The research results will serve as a reference for the leadership of Vietravel and other tourism service businesses in Vietnam in the coming time.