GIẢI PHÁP CHO HOẠT ĐỘNG TRUYỀN THÔNG MARKETING TRỰC TUYẾN TẠI CÁC DOANH NGHIỆP KINH DOANH DỊCH VỤ DU LỊCH (NGHIÊN CỨU TRƯỜNG HỢP CÔNG TY CỔ PHẦN DU LỊCH VÀ TIẾP THỊ GIAO THÔNG VẬN TẢI VIỆT NAM

GIẢI PHÁP CHO HOẠT ĐỘNG TRUYỀN THÔNG MARKETING TRỰC TUYẾN TẠI CÁC DOANH NGHIỆP KINH DOANH DỊCH VỤ DU LỊCH (NGHIÊN CỨU TRƯỜNG HỢP CÔNG TY CỔ PHẦN DU LỊCH VÀ TIẾP THỊ GIAO THÔNG VẬN TẢI VIỆT NAM - VIETRAVEL)

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Tác giả: Vân Hải Mạc, Thị Hoài An Nguyễn, Trung Kiên Nguyễn, Khánh Linh Sái

Ngôn ngữ: vie

Ký hiệu phân loại:

Thông tin xuất bản: Tạp chí Khoa học Trường Đại học Mở Hà Nội, 2023

Mô tả vật lý: tr.64

Bộ sưu tập: Metadata

ID: 346532

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Nghiên cứu này được thực hiện nhằm đề xuất các giải pháp đối với hoạt động truyền thông marketing trực tuyến tại các doanh nghiệp kinh doanh dịch vụ du lịch, hướng tới phục hồi và phát triển kinh doanh sau thời gian dài suy thoái bởi ảnh hưởng từ dịch bệnh do Covid – 19. Tình huống điển hình nghiên cứu tại Công ty Cổ phần Du lịch và Tiếp thị Giao thông Vận tải Việt Nam (Vietravel) - công ty có qui mô lớn và lịch sử hoạt động lâu dài tại Việt Nam hiện cũng đang nỗ lực tìm cách phục hồi và nâng cao hiệu suất hoạt động kinh doanh của mình và đã lựa chọn truyền thông marketing là một trong những công cụ căn bản giúp công ty giải quyết vấn đề này. Bằng các phương pháp nghiên cứu khoa học phù hợp như: nghiên cứu tại bàn, quan sát không tham dự, phỏng vấn chuyên sâu cá nhân đối với cán bộ quản lý và chuyên viên phụ trách hoạt động truyền thông marketing trực tuyến của Vietravel, cùng với khảo sát bằng bảng hỏi trực tuyến, tác giả đã tổng hợp, đánh giá được thực trạng hoạt động truyền thông marketing trực tuyến của Vietravel. Trên cơ sở những hạn chế được rút ra từ kết quả khảo sát thực trạng, các giải pháp phát triển hoạt động truyền thông marketing trực tuyến của Vietravel được đề xuất. Kết quả nghiên cứu đóng góp với vai trò tham khảo đối với ban lãnh đạo của Vietrave và các doanh nghiệp kinh doanh dịch vụ du lịch khác tại Việt Nam trong thời gian tới.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.

1. Đọc trực tuyến

1. Đọc trực tuyến

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