Research findings

Table 4.1. Halong Bay tour’s quality Statistics food and drink in Halong Bay

trip is sound

N Valid 150 150 150

Missing 0 0 0

Mean 3,13 2,57 2,67

Mode 3 3 2^a

a. Multiple modes exist. The smallest value is shown

From table 4.1, it can be seen that in order to gain knowledge about Halong Bay tour‟s quality, the author used three questions to collect the respondent‟s ideas about the tour‟s content, tour‟s transportation and tour‟s accommodation and food. The most selective option for all three question are option “Neutral”.

Table 4.2. The content of Halong Bay’s trip The content of Halong Bay trip of is awesome

Frequency Percen

As can be seen from table 4.2, 44% chose Neutral option while being asked about the attractiveness of Halong Bay tour‟s content. Meanwhile, the total number of respondents dissatisfied with the content is bigger than the satisfied which accounted for 31.4% and 24.7%

respectively. From these statistics, it is urgent for Vietnam travel agencies to find ways to design a much better and interesting tours which consist of more amazing activities such as discover local cuisines, traditional culture, and so on.

Table 4.3. The quality of transportation.

The quality of transportation vehicles in Halong Bay trip is sound

Frequency Percent Valid Percent Cumulative Percent Val most influential index. As shown in table 4.3, it can be said that the transportation quality was received a high appreciation from tourists accounting for 47.3% of the whole respondents.

This percentage is three times bigger than the customers dissatisfying with the statement that

“The quality of the vehicles on the trip was very good deals". Despite the sound feedback on this, it is a must for travel agencies in Vietnam to ceaselessly improve their quality to exceed the customer‟s expectation for better formation of loyal customer base in the near future.

Table 4.4. The quality of accommodation, food and drink

The quality of accommodation, food and drink in Halong Bay trip is sound Frequency Percen

disagree

Total 150 100,0 100,0

In all kinds of tour, accommodation, food and beverage always play an essential part forming a sound experience. Normally, a traveler will base on these factors to determine their spending amount on a trip. Take a look on Halong Bay tour, it can be seen clearly from table 4.4 that nearly 47% of respondents found satisfied with the tour‟s accommodation, food and drinks. Meanwhile, 21.4% expressed their low satisfaction. Then, it is necessary for travel agencies to dig into this field and find the solution to fix the limitation as well as improve the quality to acquire better tourist‟s experience.

Table 4.5. Halong Bay tour’s price Statistics service‟s price is equal to its

quality of tour,

a. Multiple modes exist. The smallest value is shown

So as to study and discover the respondent‟s attitude towards price of Halong Bay tour, the author generated three questions including "Service Price tour of Halong Bay is reasonable," "Service Price tour of Halong Bay in the quality of the tour, transportation, accommodation and food " and " the payment or transaction process of the South Vietnamese travel agency for tourists as well ". From table 4.5, it can be said that while being asked about the factors relating to price, the most selective option is “Neutral”.

Table 4.6. Tour service’s price

The Halong Bay tour service’s price is acceptable Frequency Percen

Neutral 42 28,0 28,0 56,0 the current price of Halong Bay tour. Only 18% of respondents expressed their agreement to the statement that the price of Halong Bay tour is acceptable. The other 44% showed their disagreement to the current price. These figures pose a question for Vietnam travel agencies to immediately generate a better price policies for both Halong Bay tour and other domestic ones to gain better tourist‟s experience as well as leverage their level of satisfaction while using the tours.

Table 4.7. Equality between tour service’s price and quality

The Halong Bay tour service’s price is equal to its quality of tour, transportation, accommodation and food

It can be said that the equality between the tour‟s price and quality is very important due to its impacts on determining customer‟s decision making. As can be seen from table 4.7, the number of respondents chose “Neutral”, “Agree” and “Disagree” are 24%, 27.4% and 48.7% (respectively). So, it can be understood that, the current price of Halong Bay tour is overcharged in comparison with what traveler‟s actually received. Sooner or later, Vietnam travel agencies ruin their businesses if they cannot offer a better and reasonable price for their customers. Or they can still remain the current price if they invest more on leverage the

quality including better transportation, more interesting agenda, more convenient payment methods, and so on.

Table 4.8. The payment process

The payment or transaction process of for travellers is excellent Frequency Percen doing so well. Meanwhile, there are still 34.7% of participant showed their disagreement to the payment process indicating various drawbacks. As a result, it is very necessary for travel agencies to fix and upgrade their payment process for better review and feedback from travelers.

Table 4.9. Halong Bay tour’s responsiveness Statistics

Halong Bay tour‟s responsiveness is illustrated clearly in table 4.9 throughout the delivery of three questions. As can be seen from this table, the most selective options for these three questions are “Neutral” and “Disagree”.

Table 4.10. The quality of consultancy

The consultancy for customer to take Halong Bay tour is convincing and useful Frequency Percen depends significantly on the consultancy quality. Take a look on Halong Bay tour, there are 36.7% of respondents stated that they‟re completely satisfied with the provided consultancy.

The number of customers who are unhappy with the consultancy quality accounts for 29.3%.

The remaining 34% showed their neutral attitude towards this pattern. Based on these figures, it can be said that Vietnam travel agencies have a must to make significant progress on their consultancy‟s quality. Unless they do, they would face up with various risks of losing customers and market share.

Table 4.11. The treatment to customers.

During Halong Bay tour, customers are kindly treated staffs and partners organising the tour

Total 150 100,0 100,0 Vietnam agency treatment to customer fails to meet customer‟s expectation. Unless travel agencies fix this pattern, they would confront with such a poor business performance and lost the market share to the other destinations.

Table 4.12.The customer’s support services.

In cases customers have complaint or ask for support, Vietnamese tourism agencies staffs are very supportive and professional

Frequenc complaints. So do Vietnam travel agencies who provide Halong Bay tour. In these cases, the supportive and professional staffs are perfect weapon of all agencies. As can be seen from table 4.12, 42.7% of tourists expressed their dissatisfaction with customer services of travel agencies. Only 36% of respondents found happy with the agency‟s support team. Hence, it is a must for travel agencies to leverage their staff‟s skill and professionalism to meet customer‟s demands and expectation better.

Table 4.13. Halong Bay tour’s reliability Statistics

The Halong Bay tour‟s price range is stable and reasonable

The Halong Bay tour‟s agenda is flexibly adjusted to

the customer‟s requirements.

N Valid 150 150

Missing 0 0

Mean 2,91 2,59

Mode 3 3

In order to measure Halong Bay tour‟s reliability, the author designed two questions asking about its price stability and agenda flexibility. Almost all of the participants chose option “Neutral” while being asked about these two indicators.

Table 4.14. The tour’s price stability

The Halong Bay tour’s price range is stable and reasonable Frequenc

Table 4.14 illustrated the customer‟s assessment of Halong Bay tour‟s price stability.

According to 80% of survey participants, the price of Halong Bay tour is pretty stable that makes them very comfortable while choosing this tour.

Table 4.15. The tour’s agenda

The Halong Bay tour’s agenda is flexibly adjusted to the customer’s requirements.

Frequency Percen

Total 150 100,0 100,0

Tour agenda plays a very important role in determining the tourist‟s decision making process. As being shown in table 4.15, only more than 60% of respondent seem to be happy with agenda of Halong Bay tour. The other 40% expressed their low appreciation of the provided agenda and looked for a much attractive one.

Table 4.16. The tour’s security

The security of Halong Bay tour in Vietnam is very good.

Frequenc accounting for 80% expressed their satisfaction about the tour‟s security. It is not strange at all because Vietnam is famous for its peace and safety without war or terrorism. Specifically, spending time in Halong Bay, tourists have chances enjoying the fresh air with healthy local dishes, nice transportation and sound protected security. Regardless these strengths, it is highly suggested for travel agencies to upgrading the security index to attract more tourists from other countries around the world.

Table 4.17: The tour’s access following “It is easy to find a contact providing Halong Bay tour” and “The operation time of

providers of Halong Bay tour service is very supportive to customers”. These two question both received the Neutral as the most selective option from 150 survey participants.

Table 4.18. The tour’s contact

It is easy to find a contact providing Halong Bay tour Frequency Percen

The tour‟s access is determined by myriad factors, and one of the most influential one is the availability of tour supplier‟s contact. Table 4.18 shows that approximately 80% of survey participants were satisfied with the availability of tour supplier‟s contact. According to these people, it is totally easy to find a contact of Halong Bay tour supplier that makes them very relaxing in case of taking a tour. Meanwhile, 20% of participants showed their dissatisfaction with the contact availability that make them more considering while taking a Halong Bay tour.

Table 4.19. The tour’s operation time

The operation time of providers of Halong Bay tour service is very supportive to customers

Total 150 100,0 100,0

Another aspect of the tour‟s access is the operation time. As can be seen in the table 4.19, 34% of participant expressed their neutral attitude towards the operation time of almost Halong Bay tour providers which last to 9pm every day. Meanwhile this operation time is highly welcomed by around 30% of participants. These people agreed that this kind of operation is very supportive and convenient as they can book a tour or ask for more detail at night. The other 30% of participant still found this operation time should be improved to better served foreign tourists to online booking at their time zones.

Table 4.20. The tour’s knowing the customer Statistics Bay tour can satisfy even the

most unique demands of

It can be said that the better a firm understands their customers, the better its business performance is. In this report, the author tried to detect Halong Bay tour‟s level of knowing the customers via two questions “The Halong Bay tour‟s timetable is adjusted flexibly to the specific customer‟s needs” and “Some providers of Halong Bay tour can satisfy even the most unique demands of customers about meals or vehicle”. As shown in table 4.20, the most taken choices were option 4 “Disagree” and 5 “Strongly disagree”. In other words, Halong Bay tour failed in getting better understanding their customers leading to a poor service level.

Table 4.21. The tour’s timetable

The Halong Bay tour’s timetable is adjusted flexibly to the specific customer’s needs.

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly agree 16 10,7 10,7 10,7

Agree 26 17,3 17,3 28,0

Neutral 42 28,0 28,0 56,0

Disagree 57 38,0 38,0 94,0

Strongly disagree 9 6,0 6,0 100,0

Total 150 100,0 100,0

When being asked about the Halong Bay tour‟s timetable, over 40% of respondents disagreed with the statement that “The Halong Bay tour‟s timetable is adjusted flexibly to the specific customer‟s needs”. The percentage of respondents showing neutral attitude was 28%.

These statistics indicated the fact that the timetable of Halong Bay tour provided by Vietnamese travel agencies needed to be more flexible to meet more customer‟s demand.

Table 4.22. The tour’s added services

Some providers of Halong Bay tour can satisfy even the most unique demands of customers about meals or vehicle. sound added services that disappointed various travellers. In fact, nowadays there are myriad of tourists who have specific demands about food and vehicles due to their individual reasons.

However, almost all tour providers in Vietnam only meet the standard requirements. As a result, only 27% of participants agreed to the statement that “Some providers of Halong Bay tour can satisfy even the most unique demands of customers about meals or vehicle”. Approximately 50%

of respondents disagreed with this statement as they expected more in Halong Bay tour in terms of agencies‟ capability of satisfying their unique requirements and demands.

Table 4.23. The tour’s communication

The communication of staffs from agencies providing Halong Bay tour service is

excellent.

Frequency Percen t

Valid Percent

Cumulative Percent Val

id

Strongly agree 40 26,7 26,7 26,7

Agree 26 17,3 17,3 44,0

Neutral 54 36,0 36,0 80,0

Disagree 16 10,7 10,7 90,7

Strongly disagree

14 9,3 9,3 100,0

Total 150 100,0 100,0

Table 4.23 expressed the respondent‟s attitude towards the communication of staffs serving Halong Bay tour in Vietnam. Surprisingly, up to 80% of participants showed high satisfaction level of the way they are communicated during their time enjoying Halong Bay tour. According to these people, all staffs of various different travel agencies can speak different languages such as English, French, Chinese, Japanese, and so on very fluently. In addition, the printed data about the tour is also well explained that make it easier for travellers to make their decision.