Market Research On Customer Expectations On Domestic Beach Tour Travel in Vietnam

Market research assignment MBAVB2-Group 4
HCMC OPEN UNIVERSITY
MARKET RESEARCH
Survey of
“Customers’ expectation for domestic beach tour
travel for Vietnamese tourists in 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
Ho Chi Minh City, Sept 15, 2009
Research on Customers’ expectation for domestic beach tour travel for Vietnamese tourists
in 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 ......................................................................................... 4
4. 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
in Vietnam
I. EXECUTIVE SUMMARY
It is a fact that Vietnam is a country of beautiful beaches. Beaches not only

contribute to providing food for the people but also being places for relaxation and
holidays. With a long coastline rich in local culture, Vietnam is one of the rapid developing
tourism industries in the region. Eden Travel Company specializes in offering tour
packages to tourist destinations across Vietnam. However, as the market becomes more
competitive plus a sense of new trend in customers’ expectation, Eden is seeking to
understand this new trend, specifically in beach tour vacation among Vietnamese tourists in
Vietnam. This paper helps Eden Travel Company to identify and understand customers’
expectation 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. 100
respondents were randomly selected from 3 different demographic areas within HCMC, in
which respondents are believed to have different income level which might lead to different
opinions and choice.
This research showed that most of Vietnamese tourists have experienced a beach
tour with a traveling company. The market is proved to be very attractive to holiday
makers. 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 to
choosing 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 for
two people are also most chosen. In addition, Wi-fi internet and spa are new trend of hotel
amenity and relaxation style required by travelers. BBQ on the beach or free choice dining
style 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 from
the paper. Regarding customer service, it is proven that customer service quality of
traveling agencies is under expectation, while service as promise is the most critical
criterion companies should stay focus to acquire customer satisfaction and loyalty.
Based on this study, Eden Traveling Company can generate an action plan inline
with customers’ request in terms of beach tour revealed from research’s findings in order to
meet their acquire customers’ expectation.
in Vietnam
II. INTRODUCTION
1. Rationale of the study:
Vietnam has the letter “S” shape from the northernmost point to the southernmost
point that is adjacent to the sea, with 3,200 kilometers coastline plus a plenty of islands, has
many potentials to develop tourism industry, especially sea travel sector. Besides, the sea
of Vietnam has more than 2,000 kinds of fish, including 130 species of high economic
value. On the other hand, it is a safe place for tourists. Furthermore the friendliness of the
rural people at these destinations as well as diversified and colorful culture is also
interesting 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 specifically
focus on one theme such as sea tour or outbound tour. For instance, they just position as
well-known traveling agencies in one’s area or service, such as: Saigontourist in Europe
tours, 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 one
service 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 that
tourism companies are selling).
According to Mr. Pham Truong Hoang, National Economics University, Vietnam has not
developed 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 and
implemented from one Travel Company to another. This creates a challenge for holiday
companies to creatively redesign their trips to capture a new trend in enjoying a beach
holiday to make every vacation a memorial holiday for the travelers. So this research is aim
to 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 which
Eden is targeting. However, the research results can be served as a guide to help Eden to
understand factors that influence in customers’ choice over beach travels in a new trend in
customers expectation
1 http://www.thiennhien.net/news/161/ARTICLE/8872/2009-06-17.html
in Vietnam
4. Methodology
• Research design:
The study consists of exploratory research and descriptive research. The exploratory
research focused on figuring out customers’ expectations on beach travels, conducted by
interviews 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 descriptive
research stage.
Target population are Vietnamese tourists who are different in age but have passion
to discover the beauty of the country. Most of them are in age of working force, energetic
and 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 choosing
investigating these sample respondents, it helped to reduce time of traveling of researchers
to 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 respondents

I: city centre office building 1, 3 40
II: satellite districts Tan Binh, Binh Thanh 40
III: 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 and
women). 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 to
ask them to forward the email survey to respondents in that office building. This was how
the 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 variables

The exploratory research helped Eden to understand customers’ point of view
regarding a beach vacation in Vietnam. 2 groups of respondents were asked to retell their
experience as well as expectations towards an ideal beach tour. The discussion focused on
5 aspects which are independent variables (transportation, lodging, food & refreshment,
entertainment and customer service) that influence the dependent variable (the intention to
purchase their favorite beach tour). The questionnaire will test these independent variables
with a broader scale of respondents.
2
General statistics office—Results of tourism expenditure survey in 2005
in Vietnam
III. DATA & ANALYSIS
1. Respondents’ demographical data
By age group
Respondents by Age group
2%
4%
28%
15-25
26-35
36-45
>45
66%
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
10% 2%
17%
High school
College
Unversity
Master
71%
Most of respondents are university graduates, about 71%, while there was smaller
percentage of respondents who have lower education level. (College 17%, High school
2%). Besides, there is 10% of respondents who hold a post graduate degree participated in
this survey.
in Vietnam
By Gender
Respondents by gender
43% Male
57% Female
The percentage of contribution by gender is quite equal to male & female (43%, 57%
respectively)
By monthly income
respondents by income
8%
28%
< 3 Mil
3 Mil - < 6 Mil
35%
6 Mil - < 9 Mil
> 9 Mil
29%
43% of respondents earn below VND 6 Mil/month, and 67% of them earn more than VND
6Mil/month.
2. Survey data analysis
Q1.1: Have you ever had a domestic sea travel?
Respondents had domestic beach travell
No 1, 5%
Yes 1, 95%
in 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
25%
Yes
Not yet
75%
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)
Re asons for be ach trav e ls
90
78
80
70
62
Number of responses
60
50
42
40 36
30
30
20
10 4
0
Ent ert ainment Travelling wit h Sight seeing Ocean discovery Relaxat ion Ot hers (pls
f riends/ colleagues specif y)
Relaxation and entertainment are two main reasons for Vietnamese tourists to go on beach
vacation. In the past, when Vietnamese people traveled, they would like to go sightseeing
and relaxing on the beach. Nowadays, when the living standard is improved, going to the
beach is not only for relaxation but also for entertainment activities (team building, water
sports…)
in 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
distance 250
comfortability 282
Time of transportation 308
cost 345
safety 439
0 50 100 150 200 250 300 350 400 450 500
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 safety
equipments, number of drivers per vehicles… On the other hand, cost is still a concern for
Vietnamese tourist because the country GDP per capita is USD 1000, while a budget beach
tour 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
Others (please specify) 4
Motorbike 24
Boat/ ship 32
Bus 28
Train 43
Car 59
Plane 68
0 10 20 30 40 50 60 70 80
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 and
safety compared to other types of vehicles. Besides, car is also favored by Vietnamese
tourists because of its flexibility. Vietnamese people like to go traveling with family or
friends, therefore cars are more personal for traveling with the whole family or big group of
friends (more than 10 people).
in Vietnam
ACCOMODATION
Q5: Which area do you prefer to stay?
Location of logding
49% Dow ntow n

51% far aw ay from dow ntow n
There is no preference in terms of location of lodging hotel.
Q6: Your evaluation about accommodation criteria: Type of hotels and rooms
Customer prefered kinds of accommodations
Budget hotel 9 43 41
Very unlikely/Quite unlikely

Hotel with sea
5 26 62 Neither likely nor unlikely
view window
Quite likely/Very likely
Resort with
peaceful sea 2 6 87
view
0% 20% 40% 60% 80% 100%
Tourists' prefered types of rooms
Shared rooms 37 23 30
family 18 19 56 Very unlikely/Quite unlikely

Neither likely nor unlikely
twin 4 24 64 Quite likely/Very likely
single 35 22 31
0% 20% 40% 60% 80% 100%
in Vietnam
Resort or hotel with ocean view is liked the most by tourists. In addition, twin rooms are
the most favored room standard.
Other hotel amenities
Tourists' prefered other hotel amenities
Minibar 3 34 38
hot water shower 0 5 70
cable television 3 15 57 Very unlikely/Quite unlikely

Neither likely nor unlikely
Quite likely/Very likely
wifi internet 1 10 64
Bar 12 39 24
Swimming pool 5 12 58
0% 20% 40% 60% 80% 100%
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 the
internet (working, communication…). In addition, travelers would like to have a swimming
pool in their hotel for outdoor refreshment.
Other conveniences
Others Conveniences
80
71
70
Number of responses
58
60
50
40
28
30
21
20 13 15
10 4
0
Spa Karaoke Tenis court Billiards table tenis Volleyball Others:
in Vietnam
Karaoke and spa are the most 2 favorite facilities tourists would like to have in their
accommodation 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 enjoy
spa 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
At restaurant,
11%
Special Local
rest 89%
Eating at specialty local restaurant is most chosen by Vietnamese travelers. This choice is
easily understandable because Vietnamese people think specialty local food shops offer
real 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
Number of responses
70 63 59
60
50 42
40
30
20
10 4
0
Buffet at restaurant BBQ at seashore free choice Food ordered by the tour
company
It is clearly seen that tourists don’t like their meal pre-ordered by traveling agencies.
Obviously, people prefer freedom in their choice of dining style. They even prefer BBQ
nearby the beach than buffet at the restaurant.
in Vietnam
ENTERTAINMENT
Q10: Your evaluation about some kinds of entertainment during you beach tour
travel.
Favourite entertainment activities
Experience local life 60%
Cruise on the river 74%
Fire Camping 73%
Teambuilding 72%
Relaxing sea-bath/Hot stream 80%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
These are 5 favorite entertainment activities, eliminated from 9 activities, tourists would
like to experience during their travels. There is a trend in ways of entertaining beside the
beach which is more laziness and relaxation such as diner cruise on the river, or hot-stream
bath 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
Drivers are polite 14 31 48
Full and clear safety intructions and tools 13 37 42
Tour guide are courteous & empathetic 6 24 63

SD/D
Well-trained tour guide 12 30 51 NDA
A/SA
Good medical support 10 41 42
Attractive content 8 31 54
Serviced as promise 7 36 50
0% 20% 40% 60% 80% 100%
At first glance, beach package tours provided by travel agencies are poorly serviced. On
average, less than 60% of respondents agreed or strongly agreed on positive statement
about customer service aspects. This figure explains that customer service offered by tour
traveling companies is not so outstanding that they can make travelers impress and
consume the tour again. This matter is proved by a decreasing percentage of tourists who
repeat to travel with the same company in Vietnam recently.
in 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 travel
to the beach better than the proposed answers. However, team-building activities are
becoming favored by young generation. It describes passion to learn teamwork skills which
are still not strong point among young Vietnamese persons. Travel companies should
consider this recommendation to design specific tour either only for team-building
activities 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, especially

female or children. The fact that most hotels eliminate these basic in-room facilities to
reduce cost associated. Actually, the demand is easily answered. For instance, in small
hotels, they can place a hot-cold water dispenser in the stairs area so everyone can share
drinking 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 arriving
at 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 rent
at hotels.
in 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 paper
identified different expectations with regard to how a beach tour should be offered.
Traveling agencies should pay attention to these criteria to design appropriate tours which
match each group of customers. Themes of tours should be tailor-designed upon customers’
needs such as either it is for relaxation, beach entertainment, laziness or adventure. It is
also important that after designing attractive tours, tourism companies should be offer these
tours to the right groups of customer. In addition to that, Customer care is highlight of
acquiring customer impression, keeping them satisfied and loyal.
in 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 following
questions (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)
in Vietnam
Relaxation
Others (please specify):
TRANSPORTATION
3. How do you rank items that you concern relating to kind of transportation for your
03
trip? (5 is the top priority, 1 is the lowest priority)
Elements 5 4 3 2 1
Time of transportation
Cost
Distance
Safety
Comfort
4. Which kind of transportation do you prefer for your trip? (you can choose more
04
than 1 answer)
Plane
Car
Train
Bus
Boat/ ship
Motorbike
Others (please specify):

ACCOMODATION
05 5. Which area do you prefer to stay?
Downtown.
Far away from downtown.

06 6. Your evaluation about accommodation criteria:
Very Unlikely Neither Likely Very
Accommodation unlikely likely likely
nor
in Vietnam
unlikely
1 2 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
in Vietnam
Others:
DINING
08 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 choice
Food ordered by the tour company
ENTERTAINMENT
10 10. Your evaluation about some kinds of entertainment during you beach tour travel
Very Unlikely Neither Likely Very
unlikely likely likely
Items nor
unlikely
1 2 3 4 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 SERVICES
11 11. Your general evaluation about customer services of sea travel tour in Vietnam
in Vietnam
Strongl Disagre Neither Agre Strongly

y e disagree e agree
disagree or agree
Items ( SD) (D) (NDA) (A) (SA)
1 2 3 4 5
Good services as guaranteed with precise

time and schedule
Attractive content
Good medical support
Well-trained tour guide with wide

knowledge
Tour guide are courteous & empathetic
Full and clear safety instructions and tools
Drivers are polite
12. Your opinion/ contribution about sea travel tour content/ schedule for tourism
12
companies to meet customer's demand
INTERVIEWEE INFORMATION
Please tell us your age
15-25
26-35
13
36-45
>45
Please tell us about your education level
High school
College
14
University
Master
Please indicate your gender
Male
15
Female
16 Please state your monthly income
in Vietnam
< 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 each

question
The questionnaire comprise of 3 parts

Part I: Warm-up
Part II: Main survey
Part III: Interviewee information
***************************************************
Part I: Warm-up
There are 3 questions:
Q1.1: Dichotomous (two choice) question/Screening question/ “Nominal scale”

To identify prospective respondents and prevent respondents who are not
qualified 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 companies
because 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 haven’t not toured with
travel companies, this question assume that all respondents are on a beach
tour and try to learn what do they expect from that. This statement aims at
helping respondents who have even not traveled with a traveling company to
give their state-of-intention opinions about future beach tours.
Q2: Why question/ “Nominal scale”

Respondents were asked to provide motivations of going travels to the
beach. The nominal scale helps to categorize the responses into exclusive
subsets 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
in Vietnam
vehicle, then where to stay, where and what to eat, what kind of
entertainment and what service level travelers expect to perceive from their
vacation tour.
Customer
Transportation Accommodation Dining Entertainment
services
Transportation
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 into
hierarchical patterns whether, for instance, time is more important/less
important to cost or safety…
Q4: Multiple-choice question/ “Nominal scale”

After identify level of priority on each element, customers will logically
choose 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 vehicle
into exclusive subsets.
Accommodation
Q5: Closed-ended question/ “Nominal scale”

This question firstly identifies the location of hotels whether tourists prefer
to stay in downtown where it is convenient in terms of supermarket…. or
not-in-downtown where it is peaceful and getaways from the bustling of the
city.
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 Scale”

After choosing the location, respondents will select their types of hotels
according to their interest, budget…; then type of rooms which is according
to their comfort such as peaceful resort, hotel with sea views or budget
hotels. Different people are believed to make different choice upon type of
rooms also from single room, double room or family rooms… Using interest
scale is aim to understand clearly level of interest on specific criteria of
lodging from different groups of tourists.
in Vietnam
The use of ordinal interval scale allowed respondents to express their level
of interest upon each attribute including in type of hotels.

Respondents were asked to select other hotel amenities (spa, karaoke, tennis
court….). This question helps to identify what other hotel amenities are
considered necessary to travelers except standard amenities.
Nominal scale allows respondents to select without preference patterns
towards other hotel amenities.
Dining
Q8: Dichotomous (two choice) question/ “ Nominal scale”

Firstly, interviewees were asked whether they prefer to at the hotel’s
restaurant or at the local restaurant/food store with specialties.

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 or
food ordered by traveling companies. This question will help traveling
company to determine what dining style best meets customers expectation.
Entertainment
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. This
question helps to identify which activities are most favored by most tourists.
Ordinal scale required respondents to express relative interest towards each
entertainment style.
Customer service
Q11: Likert-scale/ “Ordinal scale”

SERVQUAL3 model was applied to design this question. 7 elements were
carefully selected to evaluate customer service quality of beach tour package
offered by current travel companies (Responsiveness, Assurance, Empathy,
Intangibles, and Reliabilities). This question served to understand the level
of satisfaction Vietnamese tourists perceived compared to their expectations.
From that, Eden could understand how Eden, among all traveling agencies
in HCMC, is performing.
Q12: Open-ended question
3
Parasuraman model to measure service quality
in Vietnam
Respondents were asked to provide additional comments on areas need

improvements in designing and organizing beach tour.
********************
Part III: Interviewee information
Q13, 16: Interval scale

Age group and Income.
Interval scale was applied because researchers would like to identify the
difference in age and income between respondents.
Q14, 15: Nominal scale
Education level and Gender
Nominal scale was applied because researchers would like to identify
respondents into subgroup according to education level and gender.
in Vietnam

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Market research assignment MBAVB2-Group 4

HCMC OPEN UNIVERSITY

Professor: Claire Gruslin

Ho Chi Minh City, Sept 15, 2009

It is a fact that Vietnam is a country of beautiful beaches. Beaches not only

1. Rationale of the study:

2. Objectives of the study:

3. Scope & limit of the study

Region District Number of respondents

• Dependent and independent variables

III. DATA & ANALYSIS

1. Respondents’ demographical data

Respondents by Age group

Respondents by Education level

2. Survey data analysis

Q1.1: Have you ever had a domestic sea travel?

Respondents had domestic beach travell

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

Re asons for be ach trav e ls

Tourists' ranks of vehicles criteria

Time of transportation 308

0 50 100 150 200 250 300 350 400 450 500

Others (please specify) 4

Plane and car are becoming more favored by Vietnamese tourists.

Q5: Which area do you prefer to stay?

49% Dow ntow n

There is no preference in terms of location of lodging hotel.

Customer prefered kinds of accommodations

Very unlikely/Quite unlikely

0% 20% 40% 60% 80% 100%

Tourists' prefered types of rooms

family 18 19 56 Very unlikely/Quite unlikely

0% 20% 40% 60% 80% 100%

Other hotel amenities

Tourists' prefered other hotel amenities

hot water shower 0 5 70

cable television 3 15 57 Very unlikely/Quite unlikely

0% 20% 40% 60% 80% 100%

Q8: Where do you like to eat?

Location for Dining

Q9: Which kind of dining style do you like? (One or more)

Favourite entertainment activities

Experience local life 60%

Cruise on the river 74%

Fire Camping 73%

Relaxing sea-bath/Hot stream 80%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Customers evaluation on Customer Service perceived

Drivers are polite 14 31 48

Full and clear safety intructions and tools 13 37 42

Tour guide are courteous & empathetic 6 24 63

0% 20% 40% 60% 80% 100%

Q2: Other reasons to take a beach vacation

Q4: Other kinds of transportation

Q6: Other room amenities

The suggestion is valuable to understand what is basically necessary to travelers, especially

Q7: Other hotel facilities & services