Báo cáo thực tập ngành anh văn thương mại tai saigontourist potentiality and development of ecotorism to attract more tourists coming to saigontourist holding company

1. MINISTRY OF EDUCATION AND TRAINING
GIA DINH UNIVERSITY
FACULTY OF FOREIGN LANGUAGES
INTERNSHIP REPORT
POTENTIALITY AND DEVELOPMENT OF
ECOTORISM TO ATTRACT MORE TOURISTS
COMING TO SAIGONTOURIST HOLDING
COMPANY
Instructor : MA. DANG HUNG PHI
Student : MAI VU PHUC
Student’s ID: 1431701145
Class:................... Course:2015-2018
Ho Chi Minh City, 2018

2. MINISTRY OF EDUCATION AND TRAINING
GIA DINH UNIVERSITY
FACULTY OF FOREIGN LANGUAGES
INTERNSHIP REPORT
POTENTIALITY AND DEVELOPMENT OF
ECOTORISM TO ATTRACT MORE TOURISTS
COMING TO SAIGONTOURIST HOLDING
COMPANY
Instructor : MA. DANG HUNG PHI
Student : MAI VU PHUC
Student’s ID: 1431701145
Class:................... Course:2015-2018
Ho Chi Minh City, 2018

3. ACKNOWLEDGEMENTS
During the studying process at Gia Dinh University nearly four years, I have
been taught enthusiastically by teachers. I would like to express my deepest
gratitude to all teachers of Gia Dinh University. Especially the most sincerely
thanks to teachers in the Language department. Teachers as boatman take us
across river, impart dedicatedly the knowledge to us. And with the knowledge
learned in four years, it not onlyis the base help me complete this report but also is
the useful luggage for me walk into the life.
Especiaỉly, I would like to thank M.A.DANG HUNG PHI, who has
instructed and help me in the making process of the report. Thank you so inuch
about your help.
Sincerely thank the board of managers of Saigontourist Holding Company.
Everyone has created condỉtions and help me during the practice peiiod at the
company.
I would like to thank my family, my friends who always stand by me to
encourage, help me.
Finally, I wish teachers would have good heaỉth and success in the noble
career. Concoraitantly, I also wish everyone in Saigontourist Holding Company
has good health, achieve more success at work.
Sincerely!
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4. INTERNSHIP ASSESSMENT
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Date:…………………………
Director

5. INSTRUCTOR’S COMMENTS
1. Attitude and behaviors in internship period:
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2. Professionalknowledge:
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3. Recognizing reality:
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4. Other assessment:
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5. Overall assessmentof internship result:
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Confirmation of Instructor:

7. TABLE OF CONTENTS
THE BEGINNING................................................................................................................1
Chapter 1: THEORETICALL BASIC................................................................................3
1. The overview of travel, tourists and tourism company ................................................3
1.1. The concept, the establishment and the role of travel ............................................3
1.1.1. The concept of travel ..............................................................................................3
1.1.2. The establishment of tourism in Vietnam ............................................................3
1.2. The effects of tourism on the environment ..............................................................4
1.2.1. Positive .....................................................................................................................4
1.2.2. Negative....................................................................................................................4
2.2. Agritourism..................................................................................................................5
2.3. Cultural tourism...........................................................................................................5
2.3.1. Tangible cultural......................................................................................................6
The intangible cultural herítage of humanity was recognized by UNESCO on
November 15/2005 2.4 Heritage tourism...........................................................................6
2.5. Sport tourism ...............................................................................................................6
2.6. Homestay tourism .......................................................................................................7
2.7. Sea tourism...................................................................................................................8
2.7.1. Natural resources.....................................................................................................8
2.7.2. Human resources .....................................................................................................8
2.8. Festival tourism ...........................................................................................................9
2.9. Ecotourism...................................................................................................................9
2.9.2. The establishment of ecotourism.........................................................................10
2.9.3. Current of ecotourism in the world .....................................................................10
2.9.4. Current of ecotourism in Vietnam.......................................................................11
2.9.5. Potentiality of ecotourism in Vietnam 2.9.5.1. Potentiality of ecotourism in
Vietnam ................................................................................................................................12
2.9.5.2. Positive ...................................................................................................................13
2.9.5.3. Negative..................................................................................................................13

8. 2.9.6. The relationship betvveen ecotourism and the other sectors ..............................14
2.9.6.1. Ecotourism with sustainable development .....................................................14
2.9.6.4. Ecotourism with conservation of biological ..................................................15
Chapter 2: THE OVERVIEW OFSAIGONTOURIST HOLDING COMPANY...............16
1. Overview Of Saigontourist Holding Company..................................................................16
2.The organization structure of Saigontourist Holding Company ................................18
3.The Duties Of Saigontourist HoldingCompany .................................................................20
3.1.Vision and missior Saigontourist Holding Company...................................................20
3.2.Turnoverof Saigontourist HoldingCompany..................................................................20
4.The market of activitiesof Saigontourist Holding Company...............................................21
4.1.Domestic market ...........................................................................................................21
4.1.1.The Southern market .................................................................................................21
4.1.2.The Middle market ....................................................................................................22
4.1.3.The Northern market .................................................................................................22
4.2. International market.....................................................................................................22
Chapter 3: CURRENT SITUATION OF SAIGONTOURIST HOLDING COMPANY
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1. Strong points....................................................................................................................24
1.1.Quality............................................................................................................................24
1.2.Service............................................................................................................................24
1 3 Price................................................................................................................................24
2. Weakpoints ......................................................................................................................24
2.1.Quality............................................................................................................................24
2.2.Service............................................................................................................................24
2.3.Price................................................................................................................................25
3. Threats of Saigontourist Holding Company................................................................25
Chapter 4: SOLUTIONS .......................................................................................................26
1. Short- Term Solutions .......................................................................................................26
1.1.Quality............................................................................................................................26

9. 1.1.2.Marketing....................................................................................................................26
1.1.3.Promoting sale campaign..........................................................................................26
1.2 Service ........................................................................................................................26
Having questionnaires to survey the customePs satisfaction after using the company’s
1.3.Services..........................................................................................................................27
1.4. Price...............................................................................................................................27
2. Long - Term Solutions ...................................................................................................27
2.1.Quality............................................................................................................................27
2.1.1.Having PR plan..........................................................................................................27
2.1.2.Improving travel knowledge for staffs....................................................................28
2.2. Service...........................................................................................................................28
2.2.1.Creating relationship with eollaborators.................................................................28
2.2.2.Having investment policy.........................................................................................28
2.3.Price................................................................................................................................29
Chapter 5: CONCLUTIONS..............................................................................................30
1. Summary..........................................................................................................................30
2. Learning from the internship .........................................................................................31
REFERENCE.......................................................................................................................32

11. 1
THE BEGINNING
1.Reason for choosing the report
Along with the development of the world economy, the economy of Vietnam also has
significant developments in recent years. Developing economies plus the successful
application of scientific and technical progress in the world, has helped increase labor
productivity, income, living standards of the people increasingly improved, the increasing
of the level of literacy. The life of people is more stable, they will demand towards higher
levels, and the need of travel is an inevitable thing.
In Vietnam, during the renovation period, tourism has been confirmed as "An important
economic sector in strategy of economic and social development of the country"
(Resolution 45 / CP dated 06/22/1999).
Therefore, according to the rise of regional tourism and world tourism, Vietnam has moved
to a new stage, the stage of growth and integration. 2002 also marked a shift in strong and
successful development of the tourism industry. The growth of tourism is considered as one
of the 10 most prominent events of the country. Tourism in our country continues to grow at
a high level: if in 2000, we welcomed 2.1 millioninternational visitors, in2005 reached 3.4
million, in 2010 reached 5 million and 2013 past 7.5 million. At the same time, the number
of domestic tourists is increasing: in 2000 was 11.2 million, 16.1 million in 2005, 2010 and
2013 28 million to 35 million. In particular, revenues from tourism in recent years with the
rapid growth in 2013 reached 200 trillion, while in 2010 only reached 96 trillion, 30 trillion
in 2005 and 2000 only 17 4 trillion. The growth rate of revenues from tourists is growing
faster than the growth rate of tourists, tourism's contribution to the country's GDP is
growing in the context of the economic situation in the country even more difficult
constraints. Tourism industry is also contributing to employment, social security
settlement. By 2013, an estimated 1.7 million people have been working in the tourism
sector, of which 550 thousand direct employees and 1.2 million indirect jobs.
Contributing to the success of the tourism industry of Vietnam, with contributions from
companies in the country in general and the travel companies in Ho Chi Minh City in
particular. Over time internship at Thanh Thanh Tourist Services Company, I have decided

12. 2
to choose the topic “THE WAYS TO ATTRACT MORE GUESTS COMING TO THANH
THANH TOURIST SERVICES COMPANY” for my internship report. The reason I
choose this subject is to learn the business operations, the status of the company to attract
customers in the past and offer solutions to attract customers in the future.
Limitationof the topic
This report analyses the operation of the tourist company to understand its strengths and
weaknesses. In addition, I also study the business environment, the procedures of operating
tours and also give some solutions to improve the numbers of customers of the company.
My research only studies about problems related to elements affecting to attract customers
at Thanh Thanh Tourist Services Company.
Researching methods
To implement this topic, I have applied four researching methods. Firstly, I used the
method of researching reality in field research relating to the business activities and the
status of the company to of attracting customers.
Secondly, it was the methods of theoretical studies which researched, learnt about
materials, media and information selectively from selectively sources on the internet
related to the tourism sector. In addition, I also used the method of summation experience
from the study of the business situation and the measures to attract customers the company
has applied. Finally is the method of asking expert’s opinions, comments from the
instructor in order to complete the form and content of the topic.

13. 3
A. CONTENT:
Chapter 1: THEORETICALL BASIC
1. The overview of travel, tourists and tourism company
1.1. The concept, the establishment and the role of travel
1.1.1. The concept of travel
Nowadays, travel become to a popular economy activity in the developed countries
and the developing countries, Vietnam among them. However, hitherto, the concept of
travel in the world is not united yet. Because of the different contexts, different researching
angles there for people have the different understanding about travel. As an expert has
stated that “With travel, so many researchers, somany concepts”.
According to the World Tourist Organization, anorganization belong to United
Nations: “Tourism includesall activities of travelers with the purpose is sightseeing,
discovery and experience or with the puipose is recreation,relaxation, improve the
constitution and the mind; As well as the other purposes with a continuous period but not
more than one year, outside of their settled residence; Butexcept travelers whose main
purpose is tọ eam money”.
https://vi, wikipedia.org/wiki/Travel
1.1.2. The establishment of tourism in Vietnam
Vietnam tourism was established under Bao Dai King.When he set up the National
Tourism Department on June5, 1951.
1.1.3. The role of tourism with economic development Today, tourísm has become an
indispensable need in theVcultural and social life. Economically, tourism has become one
of the important economic sectors of industríalized countríes. The network of tourism have
been established in most countries around the world. The economic benehts of tourism are
undeniable, through consumer’s spending on tourist Products.
Development tourism will lead to the development of other economic sectors
because tourism’s products have interdisciplinary and have related to manyother sectors of
the economy. When an area becomes a destination, visitors from everywhere will ílocked
into the destination. The demand for goods and Services dramatically increase.

14. 4
Moreover, the goods and materials of tourism require high quality, diversiíìed types,
beautiful and attractive forms. Therefore, it requires enteiprises have to constantly
innovate and develop. To do that, businesses have to invest in modern infrastructure, select
wofkers with high skill to meet the needs of visitors.
It contributed significantly to the revenue of the country.
http://vietnamtourism.gov.vn/index.php/items/13462
1.2. The effects of tourism on the environment
1.2.1. Positive
Tourism has contributed money to environmental protection: including money directly
from tourists, tourism businesses or intemational organizations invest inthe preservation of
cultural and natural heritages. Tourism businesses have activities to protect the
enviromnent: planting trees, creating landscaped gardens, cleaning environment,...
1.2.2. Negative
Time
Total revenue
from
Growth
tourists (%)
(Trillion)
2007 56.00 9.8
2008 60.00 7.1
2009 68.00 13.3
2010 96.00 41.2
2011 130.00 35.4
2012 160.00 23.1
2013 200.00 25.0
230.00 15.0
2015 337.83 *
2016 400.00 18.4

15. 5
The íorests are destroyed to invest in tourist areas, to provide materials and to meet
the needs of cuisine. Resources is exploited: land, water, air, sea, and forests,... to meet the
needs of tourist areas.Adventure Tourism is a form of travel that brings many discoverable
elements and experiences strange feelings from the travel.
Adventure tourism brings great moments to visitors after winning themselves, overcome
the challenge, affirming human’s skill and spirit always rise to the pealc. Tmly,
adventure tourism will be an interesting travel Service if you are passionate wifh strong
feeling and want to win yourself,...
However, adventure tourism is very selective visitor. It requires endurance and
courage because it is very dangerous for the lives of visitors.
2.2. Agritourism
When tiring of the noisy and crovvded urban life, the rural and natural destinations
are being chosen by visitors. Visitors pay for ovemight, early moming meal, then see
cow's milk, make candy, eat fish or go sightseeing in the fields of fmit trees, flowers or
vegetables.
Many farms have been upgraded, invested to become the interesting destination and
attract to many tourists. Not only are the tourist attractions, these farms also solve the
needs for self-sufficiency and ensure food safety and hygiene for visitors.
Agritourism is a tour which the destination is a farm or a village. Participating in this tour
will help you understand the life and worlc of the peasants.
2.3. Cultural tourism
Tourism utilizes all tangible and intangible cultural values that attract to visitors and
become a part of tourism resources. Cultural tourism is also a way to awake the potential
cultural values of a people. Through tourism, cultural values have been discovered and
brought the practical benefits to the nation and people.
Thanks to tourism in general and cultural tourism in particular, manycountries inthe
world have carried out the restoration and renovation of cultural and historical relics

16. 6
and restoration of cultural values that have long been forgotten. . Thanks to cultural
tourism, the cultural heritages are protected, restored, renovated at the same time with the
new construction of current cultural facilities.
2.3.1. Tangible cultural
It is cultural values that existed in the form of objects (palaces, temples, exhibits in
museums, natural attractions). People can perceive directly through the senses (palaces,
pagodas, exhibits in museums, natnral landscapes,...). The culture, history, Science values
are recognized by comniunity, humanity.
Tangible cultural is a part of humanity culture. It expresses the spừitual life of
human in material form. It is the result of Creative activity, transíorms the natural
objects and materials into valuable and aesthetic objects to serve human life
The intangible cultural heritage is one of the cultural souls of every community. Through
these, today’s generation is more understanding and respects the good lifestyle of ancients.
Intangible cultural is one of the effective ways of preserving and promoting the intangile
cultural heritage in Vietnam today.
The intangible cultural herítage of humanity was recognized by UNESCO on November
15/2005
2.4 Heritage tourism
It is a tour of historical sites, natural heritages and cultural heritages. Such as: Phong
Nha-Ke Bang National Park, Ha Long Bay. Hue Ancient Relics Complex, Hoi An Ancient
Town, My Son Holy Land,...
2.5. Sport tourism
Sport tourism is the active and passive participation of all forms of sport;
Participating in a natnral and organized way for non-commercial activities in the form of
travel away from home, away from the working area. Sports tourism is a combination of
sports and tourism. From the perspective of sports marketing and sports management, there
are two main Products:
Firstly, travel has the participation of sports (tourism for the purpose of sport,

17. 7
recreation or physical activities). Secondly, travel combines watching sports competition
and recreation.
2.6. Homestay tourism
Homestay tourism is based on the needs of visitors who want to be approached,
closed and well researched on culture, history, daily life and people or cuisine ... at the
destination.
In contrast to the fomi of vacation resort often choose the quality accommodation,
homestay tourism select home of the local people for tourists stop. This means the tourists
will be living with the family in all activities from the time of rest, eating and drinking to
entertainment activities,...
The visitors of this type of tourism are veiyeager to thoroughly approachthe culture,
the people and the cuisine of the destination. Homestay brings a close feeling to tourists
when directly participate in activities of the local people.
Certainly when choosing the homestay form, visitors will not be able to feel
absolutely comfortable as when stay at hotel, resort ... But instead, visitors are compensated
by the daily, interesting experiences. Tour guides Jor this type of tourism are usually the
host itself. This adds to the attraction for homestay tourism.

18. 8
2.7. Sea tourism
Sea tourism is a type of tourism. It developed in the Coastal area, to meet the needs
of visitors for relaxation, recreation, discovery, adventnre ... based on the exploitation , of
seatourism resource, includes: natural resources and human resources. This type of tourism
has seasonal, so it is usually held in hot or summery seasons.
2.7.1. Natural resources
Natural resources: are the terrain conditions, namely Coastal natural landscapes, terrestrial
and aquatic populations such as plants, shrimps, snails, coral,.... and climate condition.
2.7.2. Human resources
Human resources: all cultural, historical values and political and economic achievements
which have the typical significance for the development of sea tourism
such as: Oceanographic museums, Coastal villages with typical handicrafts, representative

19. 9
vestiges of a dynasty, or an ancient civilization,...
2.8. Festival tourism
The festival is a cultural treasure where faith, religion, culture and cultural activities are
preserved and is the place where reílect honestly about the nation’s people. In
general, the festival consists of two divisions: the imperial traditional and follc festival.
Folk festivals which many folk beliefs are kept. The belieís of folk íestivals are expressed
with various forms such as God-worship, ancestor- worship,.... In addition, the folk beliefs
also worship the Sun, Moon, Water God,...
For the tourism industry, the festival is a special cultural product. The more tourism
industry develop, the more closely associate with traditional festivals. Bringing visitors
to traditional festivals is to introduce the country and thecountry’s people yesterday; Today
is to introduce the values of cultural, belief.
2.9. Ecotourism
• The overview of ecotourism
Ecotourism has become increasingly popular with tourists who love natnre, like exploring
the newthings in natnre, economy, andsociety - one of the ways to protect the environment
and increase the value of nature reserves.
2.9.1. Concept of ecotourism
Ecotourism is a relatively new concept and has quickly attracted the attention of tourists.
The concept of ecotourism is understood in different ways from different angles.
According to the World Tourism Organization: Ecotourism is operated in natural areas
which lessinteríered by human. The main purpose contemplate and leam about types of
animals in the area. It decreases and avoids negative impact on the area which visitors
visit.
In the national ecotourism strategy of Australia in 1994, ecotourism is aform of ature-based
tourism that includes education, understanding of the natural environment and human. The
purpose is: develop protect the environment.
In 1998, the Ecotouiism Association of the United States defined ecotourism as a form
tourism that is responsible for natural areas. Tourists learn about cultural and natural

20. 10
history. The main purpose is: protect the environment, improve economy and social
security for the local people.
Through the concepts, “ Development of ecotourism development strategy in Vietnam” In
the meeting ""from September 7, 1999 to September 9, 1999 defined: “Ecotourism is atype
of tourism that based on nature and culture of the local. It associates with environmental
education and contributes to conservation and sustainable development with an active
participation of the local community”.
https://vi.wikipedia.org/wiki/Du_l%E1%BB%8Bchsinh th%C3%Ali
Ecotourism is a type of tourism that is responsible for the environment in the relatively
untouched natural area with the purpose of enjoying nature and cultural values,
promoting the preservation and creating positive effects on the local community.
2.9.2. The establishment of ecotourism
Ecotourism started in the developing world in the late 1960s. The Galapagos Islands where
held ecotourism in East Africa. In the developed countries, ecotourism is a popular
entertainment. It is held in small tourism group. In the 1960s and 1970s, ecotourism was
limited distribution and had a small rate in the world tourism marlcet, accounting for a very
small share of the international tourism market. In the developed world,
ecotourism is a popular domestic entertainment held in small groups, especially animal
watchers or visitors to the park. By the end of the 1990s, the ecotourism
developed in the America, South America and Latin America.
According to the World Tourism Organization’s forecast, experiential tourism includes:
ecotourism, natural, heritable, cultural tourism,... is one of the fastest growing sectors inthe
next two decades. In Vietnam, after 1975, the country had no conditions to organize
tourism activities. In the 1990s, the ecotourism in Vietnam began to be organized in some
provinces and cities such as Ho Chi Minh City, Hue, Ha Noi, Quang Ninh, Ba Ria - Vung
Tau, Nha Trang, Binh Thuan,... Although ecotourism is the lcind of new tourism, it is
always interested and placed in the 2001 to 2010 plan. Many places expanded this type of
ecotourism.
2.9.3. Current of ecotourism in the world

21. 11
Today, there are many ecotourism projects in the world, some typical projects: The gorilla
reserve of Bwindi forest in Uganda. This is home which contains to about
half (300) of the gorillas of the other mountain areas. The reserve extracted60% of their net
income for enviromnental development and conservation. The lcind of tourism eams $
400,000 per year. Bwindi became the highest eaming reserve in Uganda’s parlcs (Honey –
80).The "Annapuma Nature Reserve"in Nepal was operatedinearly1985 to prevent human
from impacting on the enviromnent and to increase income of the local from ecotourism.
Tlìis project eamed more than $ 500,000 per year for the local’s efforts.
National Park in South Afnca is one of the most innovative parks in South Africa,
Pilanesberg has established projects with local communities. A proĩitable program that
allows visitors play sport, hunt the white rhinoceroses with dart guns have sleeping pill
and the they will be taken some pictures with the white rhinoceroses.
Ecotourism is a type of tourism that fairly develop in the world. Ecotourism is popular in
developed countries and developing countries. It attracts a lot of visitors and
visitors are also veryinterestedin this type of tourism. In addition, ecotourism brings a high
profit to these countries.
2.9.4. Current of ecotourism in Vietnam
In fact, ecotourism activities are mainly organized by national parks except some tourism
companies that have been successful in running many ecotourism tours. It is
mainly operated in reserves. The benefits of ecotourism for conservation and development
in the local are not much.
The survey result of the Vietnam Tourism Survey conducted by JICA (The Japan
International Cooperation Agency): Vietnam was highly valued the ecotourism potential
but the number of visitors to nature reserves is limited: 44, 7% of reserves had less than
2,000 visitors, 32% of reserves received from 2,000 to 10,000 visitors, in 2006 no data on
ecotourism visitors. According to the report of 14 national parks and nature reserves, in
2011 received 728,000 vísitors with total turnover of over 30 billion VND.
Specifically, Phong Nha Ke Bang national park had 261,231 visitors, turnover is 14.1
billion VND; Cat Tien National Park had 18.224 visitors, tumover of 5 billion; Ba Vi

22. 12
National Park had 90,582 visitors, tnrnover of 1.6 billion; Cuc Phuong national parlc had
69,895 visitors, tumover of 3.45 billion VND ... If compare with 2011, Vietnam's tourism
industiy welcomes 6 million intemational visitors and 30 million domestic visitors,
the total tumover of tourism achieved over 130 trillion VND, the nuraber of visitors to visit
and explore ecotourism is limited.
According to Nguyên Thi Minh Nguyet (2016) Overview of ecotourism research.
http://vvwwvanhien.vn/news/tong-quan-nghien-cuu-ve-du-lich-sinh-thai-43490
2.9.5. Potentiality of ecotourism in Vietnam
2.9.5.1. Potentiality of ecotourism in Vietnam
Vietnam located in the tropical monsoon climate zone, with 3/4 of the territory is hilly and
highlandterrain, over 3,200 kilometer coastline stretchfrom NỹEth to South and thousands
of islands .
For the composition of plant and animal species in Vietnam there are 14,624 plant species
belonging to nearly 300 íamilies, including many ancient and rare species. Species has
economic value, including more than 1000 species of wood 100 species of oil, more than
1000 species of medicinal plants, 100 species of edible fruit,.... For animal species, there
are 11.217 species and subspecies, including 1,009 species and subspecies, 265 mammal
species, 349 amphibian replies, 2,000 marine fish, more than 500 freshwater fish an
thousands of shrimp and crab species,…
For mammal species, Vietnam has 10 tropical species: flying fox, binturong, loris, gibbon,
pangolin, elephant, tapir, rhinoceros and, in particular, in the 20th century there are five big
mammal species are in Vietnam. Tliis shows that the biological diversity of our countiy is
quite high and there may be many new species in Vietnam. Along with the animal, plant
species, Vietnam is also a center of artificial plants. three artificial plant centers in
Southeast Asia with about 270 species of agricultural plants, in Vietnam alone there are
more than 200 species.

23. 13
The tropical forest ecosystems that store the precious gene sources of our country
and
distribute from South to North, from land to islands. In 2004, there were 107 special-use
forests including 28 national parks, 43 nature reserves and 34
cultural-historical-environmental forests with the total area of 2,092,466 hectares.
Ecotourism - the potential and strength of tourism in Vietnam.:
http://www.songxanh.vn/ct/303/du-lich-sinh-thai-tiein-nang-va-the-manh-cna-du-ỉi
ch-viet-nam.html
2.9.5.2. Positive
Reserves are closely protected by law and security, so the potential of ecotourism
will long exist. The basic costs of investment in inẾrastmcture and equipment for
ecotourism are not large. Ecotourísm is the best opportunity to disseininates and introduces
the role and value of natural resources to everyone. Associated with the reserves is the
cultural traditions and diverse cultivating practices of ethnic minorities, besides the
ữiendliness and hospitality of the people, this will be one of the greatest advantages in
ecotourism development.
2.9.5.3. Negative
In nature reserves, the construction of areas for each function is not detailed and not
specific. The constmction of facilities • such as roads, guesthouses, .. not meet the
increasing needs of tourists.
Lack of professional human resources, management and security staff. Lack of
Capital investors for tourism projects and constmction of forest ecosystems in eco-tourism
areas. Lack of consultation of the industry to appeal to potential investors for investment,
development, research,...
The income of cadres, tourism staffs, security and care staffs is low. People with low
educational level, poor and backward, are also difficult to protect and develop ecotourism.
Forest rangers are few compared to the large forest area in the cuirrent ecotourism.
Planning and development of tourism without breaking the natural landscape is not
considered to the harm later.

24. 14
2.9.6. The relationship betvveen ecotourism and the other sectors
2.9.6.1. Ecotourism with sustainable development
Sustainable ecotourism is satisfying the current needs of visitors and the tourist areas while
still ensuring the ability to satisfy the needs of future generations. Sustainable ecotourism
requires the management of all kinds of resources in the way so that we can satisfy the
needs about economy, society and aestheticism while still maintaining the cultural
character, the basic ecological processes and biological diversity,...
Now, this concept is the targeted of many countries in the world, each country will base on
economic, social, political, geographical and cultural characteristics to foim the best uitable
strategy with this country.
2.9.6.2. Ecotourism with economic deVelopment
Tourism in general and ecotourism in particular has greatly contributed to development of
the country's economy. Because it is in the early stages, visitors of this type of tourism are
limited. Average annual, visitors come to Cuc Phuong about 40,000 visitors , Ba Be 25,000
visitors, Bach Ma 15,000 visitors, ….
Ecotourims
Sustamable
development
Community
developmen
t
Economic
developmen
t
Biological
diversity

25. 15
If the total number of visitors to the natural ecological sites, the number of visitors occupy
30% of total international visitors and 50% of total domestic visitors. According to
:Ecotourism with economy.
httpV/dulichvungmien.com/du-hch-sinhthai-voi-kinh-te/
2.9.6.3. Ecotourism with community development
Tourism in general andecotourism in particular provided employment oppoitunities for the
tourism industry, the other related sectors, theresource management sector, impulse the use
of employers in the related sectors: hotel, restaurant,service,...
Tourism is also the driving force for improving infrastracture, transportation,
communication, medical,....in the local. Therefore, we need to integrate ecotourism
development with the community development, contribute to the poverty-alleviate
movement, create jobs for the local people. This helps them to raise awareness about
natural resources consevation and environmental protection.
2.9.6.4. Ecotourism with conservation of biological
Diversity Ecotourism is now considered to be an environmentally friendly type of
tourism. Ecotourism development is a way to "save the environment", "save people", clean
up the environment at the same time, improve the country's economic conditions without
destroying the resources. The EartlTs warming , the environmental pollution, the
deforestation are a big problem and greatly impact on the lives of all people. Annually the
number of, more and more people suffer from natural disasters and diseases in the world.
Ecotourism gives people a healthy, full and long life, a harmonious combination of human
and nature, between environmental protectionand development; At the same time maintain
the earth's endurance before human’s exploitation. Ecotourism will raise the sense of
responsibiíity in protecting the natural environment.

26. 16
Chapter 2:THE OVERVIEW OF SAIGONTOURIST HOLDING COMPANY
1. Overview Of Saigontourist Holding Company
Saigontourist Holding Company
Short name : Saigontourist
Logo :
Establishment licenses : Establishment number 1833/QD-UB-KT
30/03/1999 of Ho Chi Minh City People's Committee
Business Registration : Certificate No. 103426 by Department of Planning and
Investment
of HCMC on 06/04/1999
Capital Corporation : 3.403.835.000.000 VND
Tax code : 0300625210 – 1
address 23 Le Loi Street, District 1, Ho Chi Minh City, Vietnam
Tel : (84.8) 3829 2291 - 3822 5874 - 3822 5887 - 3829 5000
Fax : (84.8) 3824 3239 - 3829 1026
Email : saigontourist@sgtourist.com.vn
Website : www.saigon-tourist.com

27. 17
Founded on November 01/8/1975, Saigontourist Holding Company quickly became
one of the leading tour operators in Vietnam business on all three areas of tourism in effect,
foreign travel and tourism in the country.
The development of comprehensive, non-stop innovation, improve management
technologies, standards and processes serving the same resource is abundant, rich in
experience, teach the Foundation creates the strength, value differences for Saigontourist
travel brand.
Current management of saigontourist on 100 business activities in the field of hotels,
resorts, restaurants, entertainment, transportation, travel, conferences and workshops,
annual revenues of over 10,000 billion, gross interest over 3,300 billion budget
submissions, on the 1,000 billion; CNVC staff-employees on 17,000 people. In
international relations, Uk cruise partner with about 300 partners in many countries of the
world. Saigontourist's core strengths focusing on key areas:
stay-gastronomy-Tourism-travel services.
Saigontourist's main business activity is the design and implementation of a good
way for the travel and tourism services combining the Conference for clients with
consulting experience, good quality services and products.
At present, Saigontourist is one of the leading tourism operators on the national
scope, with tight partnerships with more than 300 companies, travel agents in 36 countries
and territories such as France , Germany, Japan, Russia, the United States, China, Northern
Europe, Spain, South Korea, the countries in the ASEAN region.
Saigontourist travel service company is a full member of the International Tourism
Association (PATA, ASTA, USTOA, JATA) and the Vietnam Tourism Association
(VTA), Ho Chi Minh City Tourism Association (HTA), MICE Vietnam Travel Club

28. 18
From the year 1999 to the present, Saigontourist travel service company is Vietnam
national administration of tourism and the Tourism Association of Vietnam vote achieved
the title of "international tour operators in Vietnam".
2.The organization structure of Saigontourist Holding Company
Director
Vice Director
Accounting
Deparrtment
Marketing
Deparrtment
Direction-
Operation
Deparment
Phòng
Tổ Chức
Sự Kiện
Human
Deparrtment
tour
guide
tour
guide
tour
guide
tour
guide
tour
guide

29. 19
Diagram 2.1:The organization structure of Saigontourist Holding Company
Director
The director who directly runs company, responsible for managing the entire operation of
the company and decides the important issuses. The ultimate decision maker for the entire
corporate strategy in the short and long tern, at the same time the person who developes the
working plan and the rules to achiveve the company’s objective. Director who Represents
the company to work and sign contract with partners, take responsibility to the law for the
company’s problems, take responsibility for business results of the company.
Vice Director
Assistant director who manages the company’s operations under the director’s
assignments. Assignment is responsible to the director for the effective activities
Operation Department
The Direction Department is responsible for solving the tourist’s requirements.
Specifically, the customer's travel program has been purchased and other requirements
arising from contract: program changes, additional Services,...
Planning and canying out works which related to tourism programs.
Choosing reputable suppliers, reasonable price and quality.
Tracking the operation progress of the tourist programs
DirectionDepartment
To organize, aưange tour guides for tourism programs . To build and maintain a team of
guides and collaborators.
To combine closely with the parts of the company to conduct the most effective operation.
To represent directly of the company in the process of contact with/tourists.
Human Department
To ensure that the departments and individuals carry out their íimctions, tasks and to
ạchieve a high effect. To ensure the recruitment and trainingof staff on demand, strategy of
the company.
Accounting Department

30. 20
The accounting department is responsible for keeping track of the company's financial,
revenue situation. The department has to report periodically and promptly the changes to
the director and the relevant department.
Marketing Department
To organize and carry out research of the tourism marlcet, peiTorms activities to attracts
customers to the company.
To promote the company image.
To ensure smooth communication between the company and the tourists.
3.The Duties Of Saigontourist Holding Company
To sign contracts with travel business organizations, develop and to organize the
implementation of domestic tourism programs. To provide Services: visa, hotel booking,
air ticket booking, train ticket, tour guide, travel consultant, transportation,..
3.1.VisionandmissiorSaigontouristHoldingCompany
Saigontourist Holding Company strives for always maintain its position is one of the
leading tourism companies in Vietnam and the region about scale, quality and prestige.
With abundant human resources, strong Tmances, experience and prestige in the Tield of
tourism Services, strong relationships with partners around the world, dynamic and
dedicated staffs. Saigontourist Holding Company Tour always try to bring the most
valuable travel product to customers.
3.2.Turnover of Saigontourist Holding Company
The result of the company's tumover
Time Visitor
Turnover
(Bilion VND)
Profit (Bilion
VND)
2013 62.870 6780 550
2014 70.530 6300 650

31. 21
2015 81.180 8200 380
2016 106.470 9860 610
2017 119.000 11850 625
Tourists increase continuously.
2017 tourists and tumover increased neaiiy double 2013. However, profit had not increased
much. Due to other deductions. 2014 had the lowest revenue 63.00 but had highest profit
6.50 million VND.
Eamings through five years only increased slightly. Company needs Solutions to increase
proíìts for the company.
4.The market of activities of Saigontourist Holding Company
4.1.Domestic market
4.1.1.The Southern market
The Southern which has many famous beaches: Nha Trang, Quy Nhon, Long Hai, Vung
Tau, and/nany big ports: Vung Tau, Quy Nhon, Cam Ranh, Nha Trang,...
Beside the beautiful beaches, there are many islands such as islands from Mui Ne to Cam
0
2000
4000
6000
8000
10000
12000
14000
2013 2014 2015 2016 2017
Turnover
Expon. (#REF!)
Linear (Turnover)

32. 22
Ranh Bay, Con Dao, Phu Quoc Island. Tropical monsoon climate, so the area has rich plant
and animal resources: many nature reserves: Suoi Trai (Binh Dinh), Kon Cha Rang
(Gia Lai), Cat Tien,...many national park: ư Minlr Thuong, Tram Chim, Phu Quoc,...
Economic centers: Phan Thiet tishing port, Tri An hydroelectric plant,... There are many
ethnic minorities living such as Cham, E De, Gia Rai, ... Cham towers bring unique
architecture built of stone, briclc, pagoda, racing boat racing ... culture Gongs of etlmic
groups in Tay Nguyên on November 25, 2Ỡ05 have been recognized as intangible cultural
hentage by UNESCO.
4.1.2.The Middle market
Cultural heritages in Hue and surrounding areas: Hoang Thanh, royal tombs, pagodas,
landscapes, ecology, monuments along Huong river. Cham cultural heritage: My Son holy
land, Tra Kieu Capital, Cham museum, Hoi An ancient town.
Historical vestiges: Quang Tri ancient citadel, Vinh Moc tunnels, Hien Luong bridge, Ngu
Hanh Son pagoda. Coastal resort landscape: Thuan An, Canh Duong, Lang Co, Cua Dai,
Non Nuoc, Cua Tung. Cave roclc landscape: caves in Phơng Nha Ke Bang National
Park.Ancient City: Hue - the City of landscapes, cultural relics under the Nguyên Dynasty
are harmonious combination with the natural landscape.
4.1.3.The Northern market
This area has many historical and cultural relics trade village, traditional cultural festivals.
They focus mainly in Hanoi and suiTounding provinces such as Hai Duong, Hung Yen,
Nam Dinh, Ninh Binh.
The area has many cultural values of ethnic groups: Tay, Nung, Dao, H'Mong, Thai,
Muong,...
Tourists can visit, learn limestone caves: HuongTich, Ha Long Bay, Cat Ba, Ba Be,...;
Historical relics: Hung Temple, Chi Lang, Dien Bien Phu,...; Ecotourism resorts, sea
eco-tourism: Quang Ninh, Cat Ba, Sam Son, Do Son,...; Ecotourism in national
parks: Cuc Phuong, Ham Dao, Ba Be, Ba Vi, Ben En,...
4.2. International market

33. 23
Only operate in neighboring countries
• HONGKONG
Hong Kong-Disneyland: visitors will be free to join the game, discover the excitement at
Disneyland Park, free shopping at supermarkets, shopping centers in
Hong Kong:Hong Kong - Ma Cau - Shenzen.
Hong Kong has Disneyland Parlc , TsinrtSha Tsui
Shopping Center, Shenzhen - Window of the World gives visitors an overview of the
vvonders world heritage and in Guangzhou has many beautiíul, cheap
clothes
• CHINA
Beijing - Shanghai
Tourists visit the vibrant and modera city of Shanghai, Dong Phuong Minh Chau television
tower is the Asia's tallest television tower. Visiting the Forbidden City with
9900 magnihcent palaces. It is the residence of Chinese’s emperor for nearly 500 years,
visiting the Great Wall - a unique wonder was seen from the Moon.
• BANGKOK
Bangkolc - Pathaya:
Bangkok - a paradise of entertainment and shopping. Pathya with the splendor of white
sand beach, blue sea and stretching endlessly, enjoy the sunshine of the sea,
leam the sea world in adventurous diving game, parachute jump and the other exciting
games.
Bangkok - Chiangmai: Visitors will be visited the crocodile farm - one of the largest
crocodile farms in the world, visit the snake farm, yellow pagoda, royal
palace, lying Buddhist temple, Safari World Zoo. Chiangmai has many jungles‘ hiangmai,
Doi Suthep,...

34. 24
Chapter 3: CURRENT SITUATION OF SAIGONTOURIST HOLDING
COMPANY
1. Strong points
1.1.Quality
The company bought modern infrastructure so the product is not backward
Tour guide is young, ửiendly and enthusiastic
1.2.Service
Because the company was established latter, it can avoid the previous company’s risks.
When competitors believe that they are highly trusted by customers, they may be meet
weaknesses: not taking competitive measures, not offering discounts or new Products.
1 3 Price
There is the seasonal discount package
Tour’s price is resonable.
2. Weakpoints
2.1.Quality
The company was established late so many customers do not trust. For travel Products, it
is difficult for tourists to feel the difference before consuming the tourism product.
There is few experienced staff.
2.2.Service
Relationships with Service providers are not as close as the companies appear earlier. The
company has less Capital so it is difficut todiversify tourism products.

35. 25
Other companies were bom early and exploited many good tours, attracting visitors.
2.3.Price
There is few promotional tours.
3. Threats of Saigontourist Holding Company
The rise of competitors, especially the Saigon Tomists. Globalization trend, in particular
Vietnam's accession to the WTO will increase competitors in both quantity and quality.
Tourism is an attractive business sector, more and more businesses invest the sector. Due to
the impact of the global economic crisis, people are less go to travel, which birngs about
difficulties for businesses in the tourism industry.

36. 26
Chapter 4: SOLUTIONS
1. Short - Term Solutions
1.1.Quality
1.1.1.Investing in inírastructure Investing in modem infrastructure to bring a good quality
to tourists. Investing in the constmction of roads that lead into ecotourism. Investing in the
constniction of bridges and berths for boats
to take visitors by river.
1.1.2.Marketing
Having a good marketing staff, know the advantages of the company's Products and
have the ability to sell, persuade tourists.Having a high commission rate for marketing
staffs who sell a lot of Products. Promoting the propagation of images of ecotourism,
mobilizing resources to promote the rapid' growth, preservation, upgrading, increasing the
vấÍue and quality, creating a healthy and safe tourist nỵironment.
1.1.3.Promoting sale campaign
This is a communication activity, creating material benefits for customers such as discount
coupons, giữ vouchers, lucky draws at shopping centers or supermarlcets,...
1.1.4.Promoting advertisement
Promoting the advertisement for tourism images and tourism Products of the company in
domestic and intemational markets by fonns: fairs, coníerences, exhibitions,... and
propagandizing the image and trademark of the company on the mass media.
Advertising by brochures, ílyers,... are attached to prestigious newspapers or advertising on
the company's website: hamrongtour.com, or on the website of Vietnam National
Administration of Tourism: vietnamtourism.com.
Advertising the company’s Services on some popular electronic newspapers such as
vnexpress.net, vtc.vn, vietnamnet.vn, ... Creating a page on Facebop .d You Tube for
advertising the company.
1.2 Service
Improving the quality of customer ServiceCreating forums on the web for lovers of tourism

37. 27
to exchange experiences, feelings through the trips.
Having questionnaires to survey the customePs satisfaction after using the company’s
1.3.Services.
Leaming the psychological characteristics and the predilection of tourists in each target
market so that they can build appropriate tourism programs andensuring the best Service to
tourists. At the sarríế time, surveying new interesting tourist sites.
1.4. Price
Having discount for couples on honeymoon Having the seasonal discount package
2. Long - Term Solutions
2.1.Quality
2.1.1.Having PR plan
It is necessary experts to call for domestic and foreign investors to invest research,
conservation and development of ecosystems as well as eco-tourism activities.
Building a question and answer System on the company’s website.
Funding for tourism events and programs. Participating in the poveity - alleviation
movement, building house of gratitude and the local public activities.
Having a ửiendly relation with the press. Protectingthe environment

38. 28
Investing in eco-tourism areas, creating jobs for people in the tourist areas in order to they
are more aware of environmental protection.
2.1.2.Improving travel knowledge for staffs
Having guides and management knovvledgeable about the environment to guide and
remind tourists to protect the natural environment.
Experts will always put the ecological protection on the first before implementing a
development plan. Having the training and íbstering plans to build a competent, ethical,
talented management and staff team. Organizing for staffs learn íbrcign languages, learn
deeply in the tourism industry. Sending good cadres for training abroad.
2.2. Service
2.2.1.Creating relationship with eollaborators
Promoting relationships with suppliers to provide customers with more stable and active
customers in business. Promoting closely linked with the hotels in the area to
create a stable source of customers. Promoting closely linlced with the hotels in the area to
create a stable source of customers.
2.2.2.Having investment policy
Investing in the upgrading and expansion of the company's íacilities. There is plan increase
business Capital through joint ventures with íbreign partners to diversiíy the types of
tourism Services.

39. 29
Investing in a term of transportation vehicle: The company has to invest in improving the
quality of Services in the departments of business, purchase
more vehicles to be able to provide a Chain of closed Services from travel, hotel and
transportation to other Services.
Diversiíying the tour programs: investing in upgrading the existing tourist products, to
study and to foim new tours in order to diversity Products.Having priority policy for
ecotourism development. In addition the company should invest in the contruction of new
forms of tourism such as adventure sports tourism sea tourism, andespecially ecotourism,...
2.3.Price
Having preíerential policy for VIP customers Discounts on Services or promotions for VIP
customers. Announcing new tours for loyal customers.
Researching market
The company researches and offers affordable prices that are more accepted than their
competitors.
The company needs develop the good relationships with travel Service providers to ensure
that tour programs have the cheapest quality and price. Then the company will
have conditions to reduce the price of their travel Products compared to competitors.
Applying Aexible pricing strategies
ForgroupThe companyshould apply preferences, discounts in the case of crowded groups.
They consume a lot of Services, long trips, ...
1.1.1. Student and family
Having Discount policy tor students, families,...

40. 30
Chapter 5: CONCLUTIONS
1. Summary
The topic: “ POTENTIALITY AND DEVELOPMENT OF ECOTOƯRISM TO
ATTRACT MORE TOURISTS COMING TO SAIGONTOURIST HOLDING
COMPANY”.
In the context of today's business enviromnent, every business needs to have appropriate
sừategies to exploit the sector of tourism. Especially ecotourism becomes an indispensable
demand in sociál life, to day. It brings many benefits in the Tield of conservation and
sustainable development. Tourism in general eco-tourism in particular increases the ncome
of íòreign currency, contributes signiticantly to national industrialization and odemization,
promotes the expansion of intemational economic relations and creates opportunity to
develop the other sectors, increases income, improves people's living conditions, protects
the environment, maintains the resources. The above is an overvievv of ecotourism issues
both roles and issues in the ecotourism development of the company in particular and the
countiy in general. From this helps us to clearly understand that the rìghts, responsibilities
and obligations of ecotourism development is not individual because it attaches to the
ecological environment, with the natural condition which humans are always living. We
need to promote the role of eco-tourism in socio-econoniic development. In the report, 1
have chosen analytical Solutions of tourists attraction through the assessment of the
company. From this, seeing the successes and shortcomings of the company to raise the
Solutionsand directions aimed at períecting and improving the efficiency of operations of
Saigontourist Holding Company to attract customers in the future.
With limited knowledge of the tourism sector, this report is just the initial studies ,
assessment in the course of my intemship at Saigontourist Holding Company about the
business activities and attraction of customers of the company. Hoping hope in the near
íìiture this issue will be Rirther studied and the company will develop and raised its true
stature. Above, I mentioned all of thematic reports in the intemship at Saigontourist
Holding Company. I forward to receiving contribution to complete this report.

41. 31
2. Learning from the internship
Through the internship at Saigontourist Holding Company, I have gained a lot of
experiences from sisters, brothers in the company. This report I presented all my
understanding of the company. However, due to time was limited, the problems that I
presented inevitable mistakes. I look forward to receiving the comments of teachers as well
as the company's colleagues. I sincerelythank all colleagues inthe company for helping me
during the intenship.

42. 32
REFERENCE
http://vietnaintoiirism.gov.vn/index.php/items/15994 page 2
https://vi.wildpedia.org/wild/Travel. page 4
http://vietnamtonrism.gov.vn/index.php/items/13462
https://loanvanaz.com/khai-niem-du-lich-va-khach-du-lich.html
https://vi.wikipedia.org/wild/DH
http://www.songxanh.vn/ct/303/du-lich-sinh-thai-tiem-nang-va-the-manh-cua-du-lich-viet
-nam.html
http://dulichvungmien.com/du-lich-sinh-thai-voi-kinh-te/