نبذة مختصرة : Master of Business Administration (Hospitality and Tourism Management), 2008 ; The importance of online marketing of tourism destinations is undeniable. Tourism organisations are now coming up with attractive offers to position themselves in the electronic markets. The website of a tourist destination can give a competitive advantage and may help individual organisations or destinations enjoy the benefits of direct marketing. Online marketing and management systems make product innovation easier and increase productivity in the activities of tourism organisations. Online services bring numerous benefits to clients in the form of improved availability of information, greater price transparency, and the possibility of immediate booking and payment. It is necessary however to utilize it in a more meaningful way to derive the potential benefits. In response to these dynamic changes, this research aims to identify the main challenges to online tourism destination marketing of Vietnam and seek possible solutions for them. This includes a study of the current demand for travel online services in Vietnam; and, at the same time, of the online tourism destination marketing of Vietnam at national, provincial and enterprise levels. Common weaknesses and problems are identified, and specific measures proposed to improve the quality of online travel services. The research collected the data from several sources. To study the demand for online travel services in Vietnam and identify tourists{ needs and perceptions of Vietnamese travel websites, data were collected from 268 foreign tourists who had visited Vietnam in November - December 2007. Importance - Performance Analysis was carried out for Vietnamese travel website attributes, in order to analyze whether the quality of Vietnamese travel websites meets the requirements of tourists. To assess the current online marketing activities in Vietnam both questionnaire survey and in-depth interviews were conducted. Questionnaires were collected from 39 provincial tourism ...
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