1. Student's full name:Nguyen Thi Chinh
2. Gender:Female
3. Date of birth:23/8/2000
4. Place of birth:Bac Giang
5. Decision number for student admission:Decision No. 4058/2022/QD-XHNV dated December 28, 2022, of the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi
6. Changes in the training process:Are not
7. Thesis title: Online marketing activities of accommodation establishments in Thai Nguyen.
8. Major:Tourism; Code: 8810101.01
9. Scientific supervisor:Dr. Nguyen Ngoc Dung, Faculty of Social Sciences and Humanities, Vietnam National University, Hanoi
10. Summary of the thesis results:
This thesis focuses on researching and analyzing the current state of online marketing activities in accommodation establishments in Thai Nguyen. The research results indicate that online marketing is not properly understood, lacking investment in budget, infrastructure, and human resources, as well as lacking effective strategies and application processes. Based on the initial hypothesis of 7 factors with 26 observed variables, analysis using SPSS 26.0 shows that 6 main factors positively impact the effectiveness of online marketing activities, including: Online market trends (strongest impact), technological knowledge, perceived usefulness, size of accommodation establishment, support from superiors, and compatibility. From these findings, the thesis proposes solutions and recommendations for accommodation establishments and state management agencies to enhance the effectiveness of online marketing activities in accommodation establishments in Thai Nguyen.
11. Practical applications
The research findings provide reliable data for accommodation establishments regarding the conditions for applying online marketing, the current state of online marketing activities, and factors influencing online marketing operations. This helps accommodation establishments assess their strengths, weaknesses, opportunities, and challenges when implementing online marketing. From this, management implications are proposed to increase the effectiveness of online marketing activities, attract customers, and improve business performance.
12. Future research directions
It is possible to select accommodation establishments in different locations with a large sample size for the survey to compare online marketing across different segments of accommodation establishments and to study the impact of advanced technology on online marketing in the accommodation industry.
INFORMATION ON MASTER'S THESIS
1. Full name:Nguyen Thi Chinh
2. Sex:Female
3. Date of birth:August 23, 2000
4. Place of birth:Bac Giang
5. Student recognition decisionNo. 4058/QD-XHNV dated December 28, 2022 Principal of University of Social Sciences and Humanities, Hanoi National University
6. Changes in the training process:None
7. Thesis title: The Internet Marketing Practices of Thai Nguyen Accommodations.
8. Major:Tourism Code: 8810101.01
9. Scientific supervisor:Dr. Nguyen Ngoc Dung, University of Social Sciences and Humanities, VNU
10. Summary of the results of the thesis:
The thesis focuses on researching and evaluating the present situation of internet marketing initiatives in Thai Nguyen's lodging establishments. Significant gaps are identified by the findings, which include a lack of effective strategies and implementation procedures, a lack of understanding of online marketing, and a lack of funding, infrastructure, and human resources. Using SPSS 26.0, analysis of an initial hypothesis that included seven factors and 26 observed variables reveals six important factors that have a positive impact on the effectiveness of online marketing initiatives. Online market trends (the most significant), technological expertise, perceived utility, the size of the lodging facility, management support, and compatibility are some of these. Expanding on these discoveries, the thesis offers doable fixes and suggestions for hotels and government organizations to improve the efficiency of internet marketing in the lodging industry in Thai Nguyen. Through these contributions, the local hospitality sector hopes to become more sustainable and competitive in a market that is becoming more digitalized.
11. Practical applicability
The research findings are a trusted source of information for lodging establishments because they shed light on the circumstances surrounding the use of online marketing, the state of online marketing initiatives at the moment, and the variables affecting these initiatives within companies. This makes it possible for hotels to assess their advantages, disadvantages, opportunities, and difficulties when putting online marketing strategies into practice. Based on these findings, the study provides management recommendations meant to boost online marketing efforts' effectiveness, draw in more clients, and boost lodging companies' bottom lines.
12. Future research directions:
To compare online marketing strategies across various lodging segments, it is possible to choose lodging facilities in other areas with a larger survey sample size. Furthermore, studies could examine the effects of cutting-edge technologies
