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 to recognize student number:4058/2022/QD-XHNV dated December 28, 2022 President of the University of Social Sciences and Humanities, Vietnam National University, Hanoi
6. Changes in the training process:Are not
7. Thesis topic: Online marketing activities of accommodation establishments in Thai Nguyen.
8. Major:Travel; Code: 8810101.01
9. Scientific instructor:Dr. Nguyen Ngoc Dung, University of Social Sciences and Humanities, VNU
10. Summary of thesis results:
The thesis focuses on researching and analyzing the current status of online marketing activities at accommodation establishments in Thai Nguyen. The research results show that online marketing is not fully understood, there is a lack of investment in budget, infrastructure and human resources, as well as a lack of effective strategies and application processes. Based on the initial hypothesis of 7 factors with 26 observed variables, the analysis results using SPSS 26.0 show that there are 6 main factors that have a positive impact on the effectiveness of online marketing activities, including: Online market trends (strongest impact), Knowledge of technology, Perceived usefulness, Size of accommodation establishments, Support from superiors, and Compatibility. From the above 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 application
The research results are a reliable source of data for accommodation establishments on the conditions for applying online marketing, the current status of online marketing activities and factors affecting online marketing activities of enterprises, helping accommodation establishments assess their strengths, weaknesses and opportunities and challenges when implementing online marketing. From there, management implications are proposed to increase the effectiveness of online marketing activities of accommodation establishments, attract customers, and improve business efficiency for enterprises.
12. Further research directions
Accommodation establishments in other locations with large sample sizes can be selected to compare online marketing among accommodation establishment segments and study the impact of advanced technology on online marketing in accommodation establishments.
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
