Market Research on Customer Expectations on Domestic Beach Tour Travel in Vietnam
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8/14/2019 Market Research on Customer Expectations on Domestic Beach Tour Travel in Vietnam
1/24
Market research assignment MBAVB2-Group 4
Research on Customers expectation for domestic beach tour travel for Vietnamese touristsin Vietnam
Professor: Claire Gruslin
Prepared by Group 4
Phan Thuong VU Doan Thi Ngoc THANH
Nguyen Manh HUNG Nguyen Van HUNG
Nguyen Thi Thu THAO
HCMC OPEN UNIVERSITY
MARKET RESEARCH
Survey of Customers expectation for domestic beach tour
travel for Vietnamese tourists in Vietnam
Ho Chi Minh City, Sept 15, 2009
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Market research assignment MBAVB2-Group 4
Research on Customers expectation for domestic beach tour travel for Vietnamese touristsin Vietnam
TABLE OF CONTENTS
I. EXECUTIVE SUMMARY ........................................................................................... 3
II. INTRODUCTION ......................................................................................................... 4
1. Rationale of the study: ............................................................................................... 4
2. Objectives of the study: ............................................................................................. 4
3. Scope & limit of the study ......................................................................................... 44. Methodology .............................................................................................................. 5
Research design: .................................................................................................... 5
Sampling technique:............................................................................................... 5
Questionnaire design.............................................................................................. 5
Dependent and independent variables ................................................................... 5
III. DATA & ANALYSIS.................................................................................................... 6
1. Respondents demographical data ............................................................................. 6
2. Survey data analysis................................................................................................... 7
Additional comments:.......................................................................................... 14
IV. CONCLUSION............................................................................................................ 15
V. APPENDIX.................................................................................................................. 16
1. Questionnaire ........................................................................................................... 16
2. Explanation of the order of each question & purpose of each question .................. 21
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Market research assignment MBAVB2-Group 4
Research on Customers expectation for domestic beach tour travel for Vietnamese touristsin Vietnam
I. EXECUTIVE SUMMARY
It is a fact that Vietnam is a country of beautiful beaches. Beaches not onlycontribute to providing food for the people but also being places for relaxation andholidays. With a long coastline rich in local culture, Vietnam is one of the rapid developingtourism industries in the region. Eden Travel Company specializes in offering tourpackages to tourist destinations across Vietnam. However, as the market becomes morecompetitive plus a sense of new trend in customers expectation, Eden is seeking tounderstand this new trend, specifically in beach tour vacation among Vietnamese tourists inVietnam. This paper helps Eden Travel Company to identify and understand customersexpectation focusing on 5 elements that influence their choice to buy a beach tour package:Transportation, Accommodation, Dining, entertainment and customer service.
Email questionnaire will be the basic method to collect data for this research. 100respondents were randomly selected from 3 different demographic areas within HCMC, inwhich respondents are believed to have different income level which might lead to differentopinions and choice.
This research showed that most of Vietnamese tourists have experienced a beachtour with a traveling company. The market is proved to be very attractive to holidaymakers. Tourists also said that they go to the beach for relaxation and sea entertainment.They will pay the highest attention to safety and cost respectively when it comes tochoosing a vehicle; plane and car are two most favorite transports they would like to use.No surprise that resorts or hotels with sea-view are favored by most tourists, and rooms fortwo people are also most chosen. In addition, Wi-fi internet and spa are new trend of hotelamenity and relaxation style required by travelers. BBQ on the beach or free choice diningstyle is becoming preferable than food pre-ordered or buffet at hotels. Rejuvenating in hot-stream bath or diner cruise on the river is new trend of entertainment style disclosed fromthe paper. Regarding customer service, it is proven that customer service quality of traveling agencies is under expectation, while service as promise is the most criticalcriterion companies should stay focus to acquire customer satisfaction and loyalty.
Based on this study, Eden Traveling Company can generate an action plan inlinewith customers request in terms of beach tour revealed from researchs findings in order tomeet their acquire customers expectation.
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Market research assignment MBAVB2-Group 4
Research on Customers expectation for domestic beach tour travel for Vietnamese touristsin Vietnam
II. INTRODUCTION
1. Rationale of the study:
Vietnam has the letter S shape from the northernmost point to the southernmostpoint that is adjacent to the sea, with 3,200 kilometers coastline plus a plenty of islands, hasmany potentials to develop tourism industry, especially sea travel sector. Besides, the seaof Vietnam has more than 2,000 kinds of fish, including 130 species of high economicvalue. On the other hand, it is a safe place for tourists. Furthermore the friendliness of therural people at these destinations as well as diversified and colorful culture is alsointeresting element.
Almost travel companies serve all kinds of tours: inbound (incoming) outbound domestic. We mention domestic tours; they serve most of kinds, such as: highland tours,sea tours, Mekong Delta tours etc. There is not one service travel companies specificallyfocus on one theme such as sea tour or outbound tour. For instance, they just position aswell-known traveling agencies in ones area or service, such as: Saigontourist in Europetours, Viettravel in diving tour in Nha Trang and so on.
Why is there none companies offer sea tours only? They will be more professional in oneservice or one product than diversified others or jack of all trades is master of none.Furthermore, the sea tour market size is big (it takes around 80% packaging tours thattourism companies are selling).
According to Mr. Pham Truong Hoang, National Economics University, Vietnam has notdeveloped it beach travels so remarkably in the way it can be outstanding and differentiate
compared to other regional countries and beach countries in the worlds1. For instance,
domestic travelers are often offered beach tour packages which are similarly designed andimplemented from one Travel Company to another. This creates a challenge for holidaycompanies to creatively redesign their trips to capture a new trend in enjoying a beachholiday to make every vacation a memorial holiday for the travelers. So this research is aimto identify customer trends in domestic beach travel for Eden Company.
2. Objectives of the study: To understand what Vietnamese tourists are expecting in terms of beach tour
holiday in Vietnam
3. Scope & limit of the study The limitation of the study is its small sample size and it only research on customers
in HCMC. This sample will not represent all the domestic travelers of Vietnam in whichEden is targeting. However, the research results can be served as a guide to help Eden tounderstand factors that influence in customers choice over beach travels in a new trend incustomers expectation
1 http://www.thiennhien.net/news/161/ARTICLE/8872/2009-06-17.html
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Market research assignment MBAVB2-Group 4
Research on Customers expectation for domestic beach tour travel for Vietnamese touristsin Vietnam
4. Methodology
Research design:
The study consists of exploratory research and descriptive research. The exploratoryresearch focused on figuring out customers expectations on beach travels, conducted byinterviews with experienced experts in tourism industry and a group of 8 beach travelers.Findings from these interviews will be utilized to design a questionnaire in descriptiveresearch stage.
Target population are Vietnamese tourists who are different in age but have passionto discover the beauty of the country. Most of them are in age of working force, energeticand fun-loving people.
Sampling technique:This research sees medium income segment as target customers. These target
customers were defined as officers working in office building in HCMC. By choosinginvestigating these sample respondents, it helped to reduce time of traveling of researchersto approach respondents. The survey will be conducted by 100 individual respondents.Respondents are selected randomly in 3 geographic areas as follows:
Region District Number of respondentsI: city centre office building 1, 3 40II: satellite districts Tan Binh, Binh Thanh 40III: outskirts districts Thu Duc, Binh Chanh 20
Data collection of this research consists of men & women at the rate of 64% & 36%2 respectively. The ages of respondents are in working age from 18 to 60 (for both men andwomen). Both exploratory & descriptive research is conducted in HCMC of Vietnam.Each researcher should know at least one person in each survey office building in order toask them to forward the email survey to respondents in that office building. This was howthe sampling list was generated.
Questionnaire design Purpose of each question & explanation of order of each question
(Please see Appendix) Comment on measurement scale (please see appendix)
Dependent and independent variablesThe exploratory research helped Eden to understand customers point of view
regarding a beach vacation in Vietnam. 2 groups of respondents were asked to retell theirexperience as well as expectations towards an ideal beach tour. The discussion focused on5 aspects which are independent variables (transportation, lodging, food & refreshment,entertainment and customer service) that influence the dependent variable (the intention topurchase their favorite beach tour). The questionnaire will test these independent variableswith a broader scale of respondents.
2 General statistics officeResults of tourism expenditure survey in 2005
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Market research assignment MBAVB2-Group 4
Research on Customers expectation for domestic beach tour travel for Vietnamese touristsin Vietnam
III. DATA & ANALYSIS
1. Respondents demographical data
By age group
Respondents by Age group
28%
66%
4%
2%
15-25
26-35
36-45
>45
94 % of respondents who conducted the survey are under 35, while a small proportion of them, 6%, are over 35 years of age.By education level
Respondents by Education level
2% 17%
71%
10%
High school
College
Unversity
Master
Most of respondents are university graduates, about 71%, while there was smallerpercentage of respondents who have lower education level. (College 17%, High school2%). Besides, there is 10% of respondents who hold a post graduate degree participated inthis survey.
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Market research assignment MBAVB2-Group 4
Research on Customers expectation for domestic beach tour travel for Vietnamese touristsin Vietnam
By Gender
Respondents by gender
43%
57%
Male
Female
The percentage of contribution by gender is quite equal to male & female (43%, 57%respectively)
By monthly income
respondents by income
8%
35%
29%
28%< 3 Mil
3 Mil - < 6 Mil
6 Mil - < 9 Mil
> 9 Mil
43% of respondents earn below VND 6 Mil/month, and 67% of them earn more than VND6Mil/month.
2. Survey data analysis
Q1.1: Have you ever had a domestic sea travel?
Respondents had dome stic beach travell
Yes 1, 95%
No 1, 5%
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Market research assignment MBAVB2-Group 4
Research on Customers expectation for domestic beach tour travel for Vietnamese touristsin Vietnam
Most respondents have been traveled to the beach in Vietnam (95%)
Q1.2: If yes, have you ever gone with tourism companies?
Respondents Traveled by tour
75%
25%
Yes
Not yet
Most of Vietnamese beach tourists have ever gone on tours with tourism companies.
Q2. Please specify reasons why you choose sea travel (one or more)
Reasons for be ach travels
30
4236
4
62
78
0
10
20
30
40
50
60
70
80
90
Entertainment Travelling withf riends/co lleagues
Sightseeing Ocean discovery Relaxat ion Others (plsspecify)
N u m
b e r o
f r e s p o n s e s
Relaxation and entertainment are two main reasons for Vietnamese tourists to go on beachvacation. In the past, when Vietnamese people traveled, they would like to go sightseeingand relaxing on the beach. Nowadays, when the living standard is improved, going to thebeach is not only for relaxation but also for entertainment activities (team building, watersports)
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Market research assignment MBAVB2-Group 4
Research on Customers expectation for domestic beach tour travel for Vietnamese touristsin Vietnam
TRANSPORTATION
Q3: How do you rank items that you concern relating to kind of transportation for your
trip? (5 is the top priority, 1 is the lowest priority)
Tourists' ranks of vehicles criteria
308
282
250
345
439
0 50 100 150 200 250 300 350 400 450 500
safety
cost
Time of transportation
comfortability
distance
Safety and Cost are becoming the first top 2 priority in choosing a vehicle for traveling.Safety consists of many criteria varied from type and quality of vehicle, onboard safetyequipments, number of drivers per vehicles On the other hand, cost is still a concern forVietnamese tourist because the country GDP per capita is USD 1000, while a budget beachtour averagely costs USD 100, which is 10% of nationwide income per capita.
Q4: Which kind of transportation do you prefer for your trip? (You can choose more
than 1 answer)
Kind of transportation
28
32
24
4
43
59
68
0 10 20 30 40 50 60 70 80
Plane
Car
Train
Bus
Boat/ ship
Motorbike
Others (please specify)
Plane and car are becoming more favored by Vietnamese tourists.Plane is the most favorite vehicle because it has competitive advantage in terms of time andsafety compared to other types of vehicles. Besides, car is also favored by Vietnamesetourists because of its flexibility. Vietnamese people like to go traveling with family orfriends, therefore cars are more personal for traveling with the whole family or big group of friends (more than 10 people).
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Market research assignment MBAVB2-Group 4
Research on Customers expectation for domestic beach tour travel for Vietnamese touristsin Vietnam
Resort or hotel with ocean view is liked the most by tourists. In addition, twin rooms arethe most favored room standard.
Other hotel amenities
Tourists' prefered other hotel amenities
5
12
1
3
0
3
12
39
10
15
5
34
24
38
70
64
58
57
0% 20% 40% 60% 80% 100%
Swimming pool
Bar
wifi internet
cable television
hot water shower
Minibar
Very unlikely/Quite unlikely
Neither likely nor unlikely
Quite likely/Very likely
Hot water shower, cable TV and Wi-fi internet are becoming necessary in room. These
facilities are convenient for in-room entertainment such as watching TV, or surfing theinternet (working, communication). In addition, travelers would like to have a swimmingpool in their hotel for outdoor refreshment.
Other conveniences
Others Conveniences
2128
13 15
4
58
71
0
10
20
30
40
5060
70
80
Spa Karaoke Tenis court Billiards table tenis Volleyball Others:
N u m
b e r o
f r e s p o n s e s
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Market research assignment MBAVB2-Group 4
Research on Customers expectation for domestic beach tour travel for Vietnamese touristsin Vietnam
Karaoke and spa are the most 2 favorite facilities tourists would like to have in theiraccommodation place. Spa is new trend of health treatment which is booming in Vietnam.Vietnamese tourists are becoming attentive to recover their health during travels by enjoyspa therapy. On the other hand, karaoke is believed to be chosen by different mentality.
Karaoke is an occasion to gather people to sing together with reasonable cost.
DINING
Q8: Where do you like to eat?
Location for Dining
Special Localrest 89%
At restaurant,11%
Eating at specialty local restaurant is most chosen by Vietnamese travelers. This choice iseasily understandable because Vietnamese people think specialty local food shops offerreal local cuisine with local traditional cooking style, which is more tasty and delicious.
Q9: Which kind of dining style do you like? (One or more)
Dining style
42
63 59
4
010203040506070
Buffet at restaurant BBQ at seashore free choice Food ordered by the tour
company
N u m
b e r o
f r e s p o n s e s
It is clearly seen that tourists dont like their meal pre-ordered by traveling agencies.Obviously, people prefer freedom in their choice of dining style. They even prefer BBQnearby the beach than buffet at the restaurant.
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Market research assignment MBAVB2-Group 4
Research on Customers expectation for domestic beach tour travel for Vietnamese touristsin Vietnam
ENTERTAINMENT
Q10: Your evaluation about some kinds of entertainment during you beach tourtravel.
Favourite entertainment activities
80%
72%
73%
74%
60%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Relaxing sea-bath/Hot stream
Teambuilding
Fire Camping
Cruise on the river
Experience local life
These are 5 favorite entertainment activities, eliminated from 9 activities, tourists wouldlike to experience during their travels. There is a trend in ways of entertaining beside thebeach which is more laziness and relaxation such as diner cruise on the river, or hot-streambath treatment. Other activities which are more action-oriented like team-building or fire-camping are also paid attention by travelers.
CUSTOMER SERVICE
Q11: Your general evaluation about customer services of sea travel tour in Vietnam
Customers evaluation on Customer Service perceived
78
10
12
6
13
14
3631
41
30
24
37
31
5054
42
51
63
42
48
0% 20% 40% 60% 80% 100%
Serviced as promiseAttractive content
Good medical support
Well-trained tour guide
Tour guide are courteous & empathetic
Full and clear safety intructions and tools
Drivers are polite
SD/DNDAA/SA
At first glance, beach package tours provided by travel agencies are poorly serviced. Onaverage, less than 60% of respondents agreed or strongly agreed on positive statementabout customer service aspects. This figure explains that customer service offered by tourtraveling companies is not so outstanding that they can make travelers impress andconsume the tour again. This matter is proved by a decreasing percentage of tourists whorepeat to travel with the same company in Vietnam recently.
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Market research assignment MBAVB2-Group 4
Research on Customers expectation for domestic beach tour travel for Vietnamese touristsin Vietnam
Additional comments:
Q2: Other reasons to take a beach vacation- I would like to join team-building- Buying local souvenirs- Eating local sea-food- Experiencing landscape
These additional comments are not really valuable to get insight into motivations to travelto the beach better than the proposed answers. However, team-building activities arebecoming favored by young generation. It describes passion to learn teamwork skills whichare still not strong point among young Vietnamese persons. Travel companies shouldconsider this recommendation to design specific tour either only for team-buildingactivities or mix team-building games into package tours for young people.
Q4: Other kinds of transportation(No additional comment)
Q6: Other room amenities- Hot water bottle incase customers have babies and they need to give them milk
bottle- Hair dryer- Make-up table
The suggestion is valuable to understand what is basically necessary to travelers, especiallyfemale or children. The fact that most hotels eliminate these basic in-room facilities toreduce cost associated. Actually, the demand is easily answered. For instance, in smallhotels, they can place a hot-cold water dispenser in the stairs area so everyone can sharedrinking water.
Q7: Other hotel facilities & services- Motorbike for rent- Dirt-bike for rent
Vietnamese tourists seem like to be independent so even traveling with a tour, after arrivingat the destination; they will desire to ride a motorbike to discover the places themselves.Dirt-bike is for adventurous loving persons, which is also recommended available for rentat hotels.
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Market research assignment MBAVB2-Group 4
Research on Customers expectation for domestic beach tour travel for Vietnamese touristsin Vietnam
IV. CONCLUSION
From our research, we found that Beach tour travel is becoming very attractive market,especially when level of living standard in Vietnam is improved. It seemed like most of Vietnamese tourists are not satisfied with tours available on the market. The paperidentified different expectations with regard to how a beach tour should be offered.Traveling agencies should pay attention to these criteria to design appropriate tours whichmatch each group of customers. Themes of tours should be tailor-designed upon customersneeds such as either it is for relaxation, beach entertainment, laziness or adventure. It isalso important that after designing attractive tours, tourism companies should be offer thesetours to the right groups of customer. In addition to that, Customer care is highlight of acquiring customer impression, keeping them satisfied and loyal.
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Market research assignment MBAVB2-Group 4
Research on Customers expectation for domestic beach tour travel for Vietnamese touristsin Vietnam
V. APPENDIX
1. Questionnaire
The Survey of
Customers expectation for domestic beach tour travel for
Vietnamese tourists in Vietnam
Hello,
We are conducting a survey on Customers expectation for domestic beach tour travel.
Please give us few minutes to complete this questionnaire. The data collected from this
questionnaire will be used only for the statistical analysis and your personal information
will be kept confidential and remains anonymous. This survey will take up to a maximum
of 15 minutes.
NO. QUESTIONNAIRE
01 1.1 Have you ever had a domestic sea travel? (choose 1)
Yes
Not yet ( please go to sentence 1.3 )
1.2 If yes, have you ever gone with tourism companies?
Yes ( go to sentence 2 )
Not yet.
1.3 Suppose that you're going to have a sea travel tour, please answer the followingquestions (exclude Question 11)
02 2. Please specify reasons why you choose sea travel (one or more)
Entertainment
Having fun with friends/colleagues
Sightseeing
Ocean discovery (snorkeling, diving, rowing, etc)
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Market research assignment MBAVB2-Group 4
Research on Customers expectation for domestic beach tour travel for Vietnamese touristsin Vietnam
Relaxation
Others (please specify):
TRANSPORTATION
03 3. How do you rank items that you concern relating to kind of transportation for yourtrip? (5 is the top priority, 1 is the lowest priority)
Elements 5 4 3 2 1
Time of transportation
Cost
Distance
Safety
Comfort
04 4. Which kind of transportation do you prefer for your trip? (you can choose morethan 1 answer)
Plane
Car
Train
Bus
Boat/ ship
Motorbike
Others (please specify):
ACCOMODATION05 5. Which area do you prefer to stay?
Downtown.
Far away from downtown.
06 6. Your evaluation about accommodation criteria:
AccommodationVery
unlikelyUnlikely Neither
likelynor
Likely Verylikely
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Market research assignment MBAVB2-Group 4
Research on Customers expectation for domestic beach tour travel for Vietnamese touristsin Vietnam
1 2unlikely
3 4 5
Kinds of accommodation
Resort with peaceful sea view
Hotel with sea view window
Budget hotel
Type of room
Single
Twin
Family
Group
Other amenities
Swimming pool
Bar
Wifi internet
Cable television
Hot water shower
Minibar with full of beverage
Others (Please specify):
07 7. Other services you'd like to have inside or nearby your place:
Spa
Karaoke
Tennis court
Billiard
Table-tennis
Volleyball
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Market research assignment MBAVB2-Group 4
Research on Customers expectation for domestic beach tour travel for Vietnamese touristsin Vietnam
Others:
DINING08 8. Where do you prefer to eat? ( one answer)
At hotel restaurant
At local specialty food restaurant
09 9. Which kind of dining style do you like? ( one or more)
Buffet at restaurant
BBQ at seashore
Free choiceFood ordered by the tour company
ENTERTAINMENT10 10. Your evaluation about some kinds of entertainment during you beach tour travel
Items
Veryunlikely
1
Unlikely
2
Neitherlikely
norunlikely
3
Likely
4
Verylikely
5
Relaxing sea-bath/ hot-stream bath
Teambuilding and physical games(football, volley ball )
Fishing
Rowing on the sea
Snorkeling and diving
Night camping
Cruise on the river
Visiting local vestiges and historical places
Home-stay with local resident
CUSTOMER SERVICES11 11. Your general evaluation about customer services of sea travel tour in Vietnam
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Research on Customers expectation for domestic beach tour travel for Vietnamese touristsin Vietnam
Items
Strongly
disagree( SD)
1
Disagree
(D)
2
Neitherdisagreeor agree(NDA)
3
Agree
(A)
4
Stronglyagree
(SA)
5
Good services as guaranteed with precisetime and schedule
Attractive content
Good medical support
Well-trained tour guide with wideknowledge
Tour guide are courteous & empathetic
Full and clear safety instructions and tools
Drivers are polite
12 12. Your opinion/ contribution about sea travel tour content/ schedule for tourismcompanies to meet customer's demand
INTERVIEWEE INFORMATION
13
Please tell us your age15-25
26-35
36-45
>45
14
Please tell us about your education levelHigh school
College
University
Master
15
Please indicate your genderMale
Female
16 Please state your monthly income
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< 3mil 3 < 6mil 6 < 9mil > 9mil
---End---
Thank you so much for your answers which are so important to us.
2. Explanation of the order of each question & purpose of eachquestion
The questionnaire comprise of 3 partsPart I: Warm-upPart II: Main survey
Part III: Interviewee information
***************************************************Part I: Warm-up
There are 3 questions:
Q1.1: Dichotomous (two choice) question/Screening question/ Nominal scaleTo identify prospective respondents and prevent respondents who are notqualified for this survey about beach tour travelers.
The nominal scale is to categorize 2 groups of respondents.Q1.2: Filter question/ Nominal scale
To narrow down respondents who have traveled with tourism companiesbecause this research is for Eden Travel Company who offers tour packages.The nominal scale is also to categorize 2 groups of respondents.
Assumption : In case, there is a huge proportion of travelers who havent not toured withtravel companies, this question assume that all respondents are on a beachtour and try to learn what do they expect from that. This statement aims athelping respondents who have even not traveled with a traveling company togive their state-of-intention opinions about future beach tours.
Q2: Why question/ Nominal scale Respondents were asked to provide motivations of going travels to thebeach. The nominal scale helps to categorize the responses into exclusivesubsets of reasons why tourists go on a beach tour.
********************Part II: Main survey
This part will survey 5 elements that normally comprise in a tour package,particularly a beach tour provided by a traveling company. These elements
are investigated according to the procedure, starting from choosing a
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Market research assignment MBAVB2-Group 4
Research on Customers expectation for domestic beach tour travel for Vietnamese touristsin Vietnam
vehicle, then where to stay, where and what to eat, what kind of entertainment and what service level travelers expect to perceive from theirvacation tour.
Q3: Ranking-order scale/ Ordinal scale Respondents were asked to rank 5 criteria according to order of priority of
their concern in choosing a traveling vehicle (Time, Cost, Distance, Safety,and Comfort), because different priority make different choice of vehicle.The ordinal scale allows respondents to express relative magnitude intohierarchical patterns whether, for instance, time is more important/lessimportant to cost or safety
Q4: Multiple-choice question/ Nominal scale After identify level of priority on each element, customers will logicallychoose the type of transportation that matches their priority the most.(Attributes are displayed in order of the highest price to the lowest price: air-plane, car, train, bus, ferry, motorbike
Nominal scale is to arrange the numbers of responses per type of vehicleinto exclusive subsets.
Q5: Closed-ended question/ Nominal scale This question firstly identifies the location of hotels whether tourists preferto stay in downtown where it is convenient in terms of supermarket. ornot-in-downtown where it is peaceful and getaways from the bustling of thecity.
It is not important to reveal level of intensity between staying in or out of downtown so nominal scale was applied to categorize the groups of responses only.
Q6: Category-scale: Interest scale/ Ordinal ScaleAfter choosing the location, respondents will select their types of hotelsaccording to their interest, budget; then type of rooms which is accordingto their comfort such as peaceful resort, hotel with sea views or budgethotels. Different people are believed to make different choice upon type of rooms also from single room, double room or family rooms Using interestscale is aim to understand clearly level of interest on specific criteria of
lodging from different groups of tourists.
Transportation
Accommodation
EntertainmentTransportation Accommodation DiningCustomerservices
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Market research assignment MBAVB2-Group 4
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The use of ordinal interval scale allowed respondents to express their levelof interest upon each attribute including in type of hotels.
Q7: Multiple-choice question/ Nominal scale
Respondents were asked to select other hotel amenities (spa, karaoke, tenniscourt.). This question helps to identify what other hotel amenities areconsidered necessary to travelers except standard amenities.Nominal scale allows respondents to select without preference patternstowards other hotel amenities.
Q8: Dichotomous (two choice) question/ Nominal scale Firstly, interviewees were asked whether they prefer to at the hotels
restaurant or at the local restaurant/food store with specialties.
Q9: Multiple-choice question/ Nominal scale Next, tourists will choose the way they would like their meal to be served,whether it is buffet at the restaurant, or BBQ by the beach or free choice orfood ordered by traveling companies. This question will help travelingcompany to determine what dining style best meets customers expectation.
Q10: Category-scale: Interest scale/ Ordinal scale
Respondents were asked to measure their interest in different kinds of entertainment activities varied from laziness, exploration to adventure. Thisquestion helps to identify which activities are most favored by most tourists.Ordinal scale required respondents to express relative interest towards eachentertainment style.
Q11: Likert-scale/ Ordinal scale
SERVQUAL3
model was applied to design this question. 7 elements werecarefully selected to evaluate customer service quality of beach tour packageoffered by current travel companies (Responsiveness, Assurance, Empathy,Intangibles, and Reliabilities). This question served to understand the levelof satisfaction Vietnamese tourists perceived compared to their expectations.From that, Eden could understand how Eden, among all traveling agenciesin HCMC, is performing.
Q12: Open-ended question
3 Parasuraman model to measure service quality
Dining
Entertainment
Customer service
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8/14/2019 Market Research on Customer Expectations on Domestic Beach Tour Travel in Vietnam
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Market research assignment MBAVB2-Group 4
Research on Customers expectation for domestic beach tour travel for Vietnamese touristsin Vietnam
Respondents were asked to provide additional comments on areas needimprovements in designing and organizing beach tour.
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Part III: Interviewee information
Q13, 16: Interval scaleAge group and Income.Interval scale was applied because researchers would like to identify thedifference in age and income between respondents.
Q14, 15: Nominal scaleEducation level and GenderNominal scale was applied because researchers would like to identifyrespondents into subgroup according to education level and gender.