Khóa luận Hoạt động xúc tiến của khách sạn daewoo hà nội trong bối cảnh của đại dịch covid-19.docx

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HOẠT ĐỘNG XÚC TIẾN CỦA KHÁCH SẠN
DAEWOO HÀ NỘI TRONG BỐI CẢNH CỦA ĐẠI
DỊCH COVID-19

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FINAL REPORT
First name Name Group Tel/Mobile/E-mail
HOANG Thi Hong 7
0868387087
hoanghong200134@gmail.com
DINH Quang Tiến 7
0382523668
quangtienmeomeo@gmail.com
LAI Phuong Thao 7
0364543813
thaolai4568@gmail.com
DO Thi Thuy Linh 7
0356985555
vivianne.do214@gmail.com
DUONG Do Lan Anh 7
0974257358
lananh.lananh.120@gmail.com
Calendar year (and University year): 2021, 3rd year
The company: Hanoi Daewoo Hotel
The name of the company representative: Mrs. Pham Thi Thai Tam
The name of University tutor: Mrs. Kieu Thu Huong
The title of the project: Promotion activities of Hanoi Daewoo Hotel in the context of
Covid-19 epidemic.

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ABSTRACT
With the permission of the Hanoi Daewoo Hotel, we had the opportunity to work in the
hotel system. During the survey and research, we found that Hanoi Daewoo Hotel's
promotional activities are focused on marketing communication activities through the hotel's
2 websites and Facebook, while the investment in marketing communication activities on
the Instagram page is limited. The individual travel market is a large market with great
potential for development. The use of marketing vehicles gives the hotel the opportunity to
grow the company. Therefore, we decided that the theme of the future improvement project
will be "Promotion Activities of Hanoi Daewoo Hotel in the Context of the COVID-19
Epidemic," with the goal of attracting tourists to the hotel. Hanoi Daewoo Hotel in the
context of the pandemic. In the project, we not only built a marketing communication
program for tourism products focusing on customers, but also assessed their interaction with
this program. In addition, social media channels and websites are used as the main tools for
the project to implement the communication program. In order to have a clear view related
to the project's results, I conducted a survey by questionnaire both before and after the
project implementation, hoping that after implementing the project, Hanoi Daewoo Hotel
could attract more customers during the current pandemic situation.

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ACKNOWLEDGEMENTS
Tourism is one of the main pillars of international trade, plays an important role in the
economies of many countries around the world, and is an important source of income for
many developing countries that includes Vietnam. As tourism develops, diversification and
increasing demand for entertainment, the tourism industry has created a potential
development market and created momentum to form a lot of travel companies.
Hanoi has the advantage of being the capital, the economic, political, and cultural center
of the country, as well as the traffic hub of the whole country, of making an important
contribution to the general development of the country. Hanoi has gradually developed
significantly, with areas that strongly attract foreign investors... Along with the
development of the number of visitors to Hanoi, Hanoi's physical facilities are also
developing rapidly. This meets the accommodation needs of tourists. The hotel market in
Hanoi is now quite diverse and rich with many different types. Many high-rise hotels have
sprung up quickly, such as: Melia, Daewoo, Horison, Hanoi Tower, Nikko, etc. These
hotels have really changed the city of Hanoi; it is more beautiful and flashy now. In that
diverse hotel market, a type of joint venture hotel with foreign investment and modern and
advanced technical facilities, as well as a staff of constantly trained professionals,
emerged. level to serve customers better and better.
However, it is this development, the expansion of the network, the network of hotels,
that has created a strong competitive advantage in the tourism industry. Therefore, the
research and improvement of marketing and communication activities are necessary not
only to help the hotel provide the best tourism and communication services to customers,
but also to help the tourism industry improve its competitiveness. compete in the market
economy and rapidly integrate more and more deeply. This is also considered an extremely
important factor that should be prioritized in the promotion process of any tourist hotel in
We chose Hanoi Daewoo Hotel as the internship location and gained valuable
experience after our internship at the hotel. Because we realize that the hotel's marketing

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communication activities are focused mainly on the Web and Facebook has not taken steps
to promote marketing communication through the social networking site Instagram.
Especially in the context of such a complicated epidemic, using social networking sites to
reach customers is the most appropriate option. Therefore, my team focuses on improving
marketing communication activities for the company in order to help the company's
communication segment develop and attract customers to the hotel.
Based on the importance and necessity of strengthening promotion activities at Hanoi
Daewoo Hotel, we decided to choose the topic "Promotion activities of Hanoi Daewoo
Hotel in the context of Covid-19 epidemic" to contribute part of the marketing strategy of
Hanoi Daewoo Hotel in the context of the Covid-19 epidemic. The evaluation results will
help the management team have more methods to improve communication activities,
increase interaction and retain as well as attract more customers.
We would like to thank Hanoi Daewoo Hotel for giving us the opportunity to carry out
the project internally. We'd like to thank all of the passionate employees who shared their
expertise of the tourist sector and marketing with us. Finally, we would like to express our
gratitude to the tutors who have always provided us with guidance throughout the project
implementation process.

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TABLE OF CONTENT
1.1. Overview about Hanoi Daewoo Hotel 6
1.1.1. The process of formation and development of Hanoi Daewoo Hotel 6
1.1.2. Basic information of Hanoi Daewoo Hotel 7
1.1.3. Target market 8
1.1.4. Range of product 9
1.1.5. Human resource system 9
1.1.6. Awards 11
1.2. Project overview 11
1.2.1. Introduction 11
1.2.2. The aims of the project 12
1.2.3. The organization methods 13
PART 2: PROJECT IMPLEMENTATION 14
2.1. Task 1: Analyze the current status of promotional activities of the Hanoi Daewoo Hotel14
2.2. Task 2: Customer research at the Hanoi Daewoo Hotel. Create a survey about customers'
interest in Hanoi Daewoo Hotel 15
2.3. Task 3: Determine the promotion objectives of the project 2
2.4. Task 4: Determine the best methods of promotion 28
2.5. Task 5: Create the message of the advertisement 31
2.6. Task 6: Distribute the message of the advertisement through promotional methods
2.7. Task 7: Gather data on the reults obtained.
PART 3: DIFFICULTIES AND SOLUTIONS
3.1. Time limitation for project implementation
3.2. Difficulties in applying new methods in the marketing process
3.3. External factor: Covid - 19 pandemic
3.2. Unable to take over the company’s website and Facebook page
PART 4: RESULT EVALUATION
4.1. Task 1: Analyze the current status of promotional activities of the Hanoi Daewoo Hotel14
4.2. Task 2: Customer research at the Hanoi Daewoo Hotel. Create a survey about customers'
interest in Hanoi Daewoo Hotel 15
4.3. Task 3: Determine the promotion objectives of the project 2
4.4. Task 4: Determine the best methods of promotion 28
4.5. Task 5: Create the message of the advertisement 31

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4.6. Task 6: Distribute the message of the advertisement through promotional methods
4.6. Task 7: Gather data on the results obtained
PART 1: OVERVIEW ABOUT THE HOTEL AND THE GROUP PROJECT
1.1. Overview about Hanoi Daewoo Hotel
This is a hotel that is considered a symbol of the development and prosperity of the open
economy. It was inaugurated in April 1996. Hanoi Daewoo Hotel is a 5-star hotel currently
located on Kim Ma Street in Hanoi. The hotel is located in the Daeha Business Center
Complex, which includes 15 apartments for rent with an area of 21721 m2, a 15-storey
apartment building with 193 apartments, and an 18-storey Hanoi Daewoo Hotel with 411
rooms of international standards, including 35 special rooms.
The symbol of the Hanoi Daewoo Hotel is a blue 4-petal flower. The hotel's slogan is
"Hospitality From Heart", showing that the goal of the hotel is perfect quality, bringing the
most comfortable feeling to customers when coming and experiencing the service here.
Going to the hotel, we also have the opportunity to admire the art collection, with more
than 2000 paintings and sculptures by contemporary Vietnamese artists displayed in the
lobby, restaurants and bars. Luxury rooms and hotel rooms create a unique feature that we
can only feel when we come here.
Hanoi Daewoo Hotel marks the 20-year journey of construction and development that
brought Hanoi Daewoo Hotel to be the iconic hotel in Hanoi's capital. The last 20 years
have seen the proud journey ofHanoi Daewoo Hotel to become the iconic hotel of Hanoi
City and the spiritual heritage of the people of the capital. Since 1996 until now, Hanoi
Daewoo Hotel has always affirmed its leading position in the hotel service industry when it
is continuously selected as the venue for many international conferences and events, such
as: Francophone Summit, ASEAN Summit, National Day of the Russian Federation... The
hotel is also honored to be awarded many awards from the Ministry of Culture, Sports and
Tourism, voted by the National Administration of Tourism as the Top 10 Hotels in 5
Vietnam's Top Stars, with awards from the Vietnam Association of Architects, the travel
website Tripadvisor, the online booking site Expedia,...
1.1.1 The process of formation and development of the Hanoi Daewoo Hotel

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Hanoi Daewoo Hotel is a famous 5-star hotel in Hanoi, opened in April 1996 and located
in the Daeha shopping center project of the Korean Daewoo Group. This is a collaborative
work between Soul Korean Industrial, Gian Daewoo, and The State Run Ha Noi Electronic
(Hanel).
At the time of October 1996, when the new hotel came into operation, Hanoi Daewoo
Hotel became a symbol of the capital because of its large and impressive scale. Located in
a prime location in the heart of the western gateway of the city, Hanoi Daewoo Hotel is not
only one of the largest hotels in Hanoi, but also attracts businessmen and politicians with
its ancient architecture. Classic beauty, elegance and sophistication.
The hotel is located at 360 Kim Ma, Ba Dinh. The hotel is considered the hotel with the
largest number of rooms in Hanoi. The hotel is decorated in the Vietnamese contemporary
art style. The hotel has been visited by many international politicians, such as US President
Bill Clinton and his wife (1996), Russian Prime Minister Vladimir Putin (2002), Korean
Prime Minister Lee Hae Chan (2005), and the Prince of Brunei Abdul Qawi (2005).
Chinese President Hu Jintao and Brazilian President Luiz Inacio Lula da Silva chose to
stay when they came to Vietnam. This is also the official hotel of the 2006 APEC Summit
and the 2008 Miss Universe Pageant.
Not only is the first 5-star hotel in Hanoi representing the aesthetic value of the times,
but Hanoi Daewoo Hotel also constantly affirms its mark with its preeminent innovation
spirit throughout its history. The special imprint of the hotel over the years must include
the rich culinary world, always innovating on the quintessential culinary arts.
With a system of six restaurants, bakeries, and stylish lounges, Hanoi Daewoo Hotel
takes diners on a journey of authentic culinary discovery with famous Chinese dishes at
Ngan Dinh Hanoi, authentic German dishes at Duc Bao Gartenstadt, or exquisite Japanese
dishes at Edo restaurant. Surprisingly, the restaurants here are regularly upgraded in terms
of both architectural space and culinary world, so diners can clearly feel the ever-changing,
new, and appealing Hanoi Daewoo Hotel.
1.1.2. Basic information of Hanoi Daewoo Hotel
Vietnamese name : Hanoi Daewoo Hotel

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International transaction name: Hanoi Daewoo Hotel.
Address: 360 Kim Ma - Ba Dinh - Hanoi.
Tel: +84 4 8315000.
Fax: +84 4 8315000.
Email: Info@DAEWOOHOTEL.com.vn
Website: www.HanoiDaewoohotel.com
1.1.3. Target market
With Hanoi Daewoo Hotel, the target customer market is the hotel object that needs to
be aimed at. There are many criteria to segment the target customer market such as age,
gender, occupation, hobbies, motor travel, education, and religion. . . The main target
market of Hanoi Daewoo Hotel is businesses, mid-range and high-class customers. In
addition, the hotel also aims to be a reliable place to organize large-scale conferences and
events, or to welcome heads of state and important international customers to Vietnam.
Each segment of this market has different needs, requirements on the quality of the hotel
service when traveling to Hanoi Daewoo Hotel. Research on the target customer market
shows that the higher the education level (depends on the family owner), the greater the
ability to travel. When human living standards increase, human travel demand also
increases. That means the more human experience, the demand for product quality and
services is even more rigorous.
Public service guests require fast and accurate service with pure tourists. They look
forward to a service depending on their preferences according to the characteristics of
ethnic groups, gender, and religion. . . Therefore, the hotel provides guests to suit their
needs. Customers crate engines for hotel business activities. So the hotel must find ways
to feel the feeling after the service consumers are greater or equal to the expectation before
the service consumers reach a high quality satisfying the needs of customers.
All hotel activities are directed at the target customer market. Advanced service quality:
thinking, eating, entertainment, .. of Hanoi Daewoo Hotel is also to retain, attract
customers, make plans, strategies, .. to become more and more Meeting the needs of
customers who are profitable for hotel traders.

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1.1.4. Range of product
Like other hotels in Hanoi, Hanoi Daewoo Hotel's main products are accommodation
and food services. Accommodation services of the hotel include bedroom rental, apartment
rental and office rental. In addition, because Hanoi Daewoo Hotel is a 5-star hotel, it also
has many other additional services: Organizing parties and seminars Laundry service
Swimming pool service
Sports services: Tennis and golf Beauty services: sauna massage Gym And many other
services. Hanoi Daewoo Hotel provides accommodation and dining services according to
the standards of a luxurious and large-scale 5-star hotel. In addition, the hotel also provides
a number of other products and services such as: conference services, seminars, party
services according to pre-ordered menus, beauty services, massage services, saunas,
swimming pools with waves, DIY, same-day laundry service, traditional Vietnamese
handicraft products, customer support service, facilities for the disabled, 24-hour room
service, no rooms available smoking, free outdoor pool, car park. At Hanoi Daewoo Hotel,
customers are also consulted and can buy tours of different travel agencies right away,
customers can also order air tickets at the hotel reception, use the service hotel
transportation, and many other convenient products and services.
1.1.5. Human resource system
❖ Labor structure by age and sex:
With 52.1% male employees and 47.9% female employees aged from 18 to 45, the
structure of labor by age and gender of Hanoi Daewoo Hotel is reasonably arranged, in line
with the general development trend of the industry. In the hotel business, the proportion of
male employees is higher due to their higher productivity and working efficiency. The
number of male employees of Hanoi Daewoo Hotel is not more than the number of female
employees. Therefore, in order to improve the quality in the management and use of
employees, in the coming time, the hotel must come up with policies and solutions to suit
the general trend of the hotel business.
❖ Labor structure by level:

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In an organizational structure, the director holds an important position at the enterprise.
Directors must have high qualifications to have the right business line, effective business
organization, they must be people with economic understanding to lead the business. The
General Director of Hanoi Daewoo Hotel is someone who has experience in management,
organization and diplomacy to lead the large hotel system to operate and develop as it is
today.
From the above table, we can see that the Hanoi Daewoo Hotel has a high level of
manager and supervisors. This proves that they have accumulated professional experience
to manage and direct the work. And especially the foreign language level is 100% C or
higher, and everyone knows one more thing. foreign languages, but only at the
communication level. As for education and professional qualifications, 100% of them
graduated from university, none of them had college or elementary degrees and some had
their professional training in Korea. The average age of supervisory staff is 27-29. This is a
very active age at work, with enthusiasm and a lot of creativity and management
experience.
● The assistant managers at Hanoi Daewoo Hotel are very demanding in terms of
management experience, they must have 2-3 years of experience, have good foreign
language communication skills, and know how to work independently. . Assistants at
Hanoi Daewoo Hotel must have a college degree or higher, foreign language level C
and must have professional qualifications.
● Front desk staff consists of people, their average age is 24.5. With 60% of them
graduated from university, 33.3% graduated from college majoring in tourism and
6.7% graduated from another major. Front desk staff all have C or higher language
proficiency.
● Baggage staff with 47.8% foreign language proficiency A and 52.2% B, no one has C
level, the reason is because the nature of their work is relatively simple, but the
assessment The role of the hotel's luggage staff is not correct because they are the first
and also the last person to contact guests

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● Through a few general comments about the staff of some departments, the professional
qualifications and professional qualifications of the staff of Hanoi Daewoo hotel are
relatively high, but there is still a lack of understanding in the field of tourism business.
In the field of direct marketing, employees are not yet able to arouse consumer
demand, but only simply communicate.
● Thus, in terms of the quality of the Vietnamese team in Hanoi Daewoo Hotel, besides
the strong points, there are still weaknesses that the hotel needs to overcome to further
improve the efficiency in management and use of human resources.
1.1.6. Awards
● In 2015, Hanoi Daewoo Hotel received the Tripadvisor's certificate of excellence, a
prestigious award for organizations with excellent achievements that are highly
appreciated by Tripadvisor's worldwide travelers.
● In 2017, Hanoi Daewoo Hotel was honored to receive the prestigious Luxury Travel
Guide Awards 2017 in the category Luxury City Hotel - Vietnam. This is an award
presented by the prestigious information website Luxury Travel Guide to leading
accommodation providers based on the reviews of travel experts.
● In 2017, Hanoi Daewoo Hotel also honored many leading travel and booking websites
to award prestigious awards such as Certificate of Excellence Service 2017 from
Tripadvisor, and the annual Gold Award from the site. agoda.com, the 2016 Guest
Review Award from the Booking.com site, …
● In 2018, Hanoi Daewoo Hotel was honored in 2 awards: "The hotel that receives the
most Japanese guests" and "The most welcoming Korean hotel" in 2017.
● Recently, at The Awards Awards 2019, Hanoi Daewoo Hotel is proud to be honored in
the category "The Best Business Hotel in Vietnam ''. The award contributes to
acknowledging and affirming the leading position of the hotel in Hanoi tourism market
in particular and Vietnam in general.
1.2. Project overview
1.2.1. Introduction.

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Project "Promotion activities of Hanoi Daewoo Hotel in the Context of the
COVID-19 Epidemic". Hanoi Daewoo Hotel is one of the international hotels with
great potential for development, so it needs a large operating system to operate.
Therefore, the project will focus on researching and finding solutions to improve the
quality of the hotel's promotion system. And with the project implementation, Hanoi
Daewoo Hotel not only wishes to bring the best service with the highest quality, but
also strives to satisfy customers.
1.2.2. The aim of the project:
Hanoi Daewoo Hotel’s promotion activities in the context of the COVID-19
epidemic have the goal of conveying information to customers about Hanoi Daewoo
Hotel better, bringing the best service quality closer to customers. The epidemic has
severely affected the health and psychology of customers. Therefore, this is the time
when the hotel needs to come up with an advertising strategy to attract customers,
create trust for customers, provide great experiences to customers and promote the
company's name to customers individual customers, spreading the hotel's
information not only to domestic guests but also to international guests, so that
when the epidemic stabilizes, tourists will choose this as a great resort for tourists
with them.
Besides being better known for attracting international guests, policies to attract
domestic guests are extremely significant and urgent issues for the hotel at this time.
The explanation for this statement is that the number of guests accounting for the
highest and most strategic proportion in the hotel's revenue is domestic guests.
Understanding consumer culture, service usage behavior and constantly listening to
feedback is an essential requirement for corporate governance. Specifically, in the
complicated situation of the epidemic, but the option of living with the above
conditions is indispensable for all countries, including Vietnam, the needs of
visitors' experiences have changed and clearly differentiated. Therefore, the
project's mission is to help businesses learn and analyze this actual trend to adapt to
the new situation and find positive solutions for future advertising activities.

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In this process, we participate in the process such as: posting services and
products on social networks, consulting, providing information in the form of e-
book, posting hotel information on websites, processing reviews/feedback, have a
great hotel profile on travel apps, build incentive programs, use celebrity influence,
share customer review content… We hope after implementing this project, Hanoi
Daewoo Hotel can be more known to all domestic and foreign tourists.
1.2.3. The methodology:
● Method of data collection:
◆ Customer research at the Hanoi Daewoo Hotel.
◆ Create a survey about customers' interest in Hanoi Daewoo Hotel.
● The information analysis method:
◆ Analyze the current status of promotional activities of the Hanoi Daewoo Hotel.
◆ Through the current status of advertising activities and information provided by
the hotel.
● The organisation methods:
No Task Days Begin End
1
Task 1: Analyze the current status of
promotional activities of the Hanoi Daewoo
Hotel.
3 days 8/11/2021 11/11/2021
2
Task 2: Customer research at the Daewoo
Hanoi Hotel. Create a survey about customers'
interest in Hanoi Daewoo Hotel.
5 days 12/11/2021 16/11/2021
3
Task 3: Determine the promotion objectives of
the project.
7 days 17/11/2021 24/11/2021
4
Task 4: Determine the best methods of
promotion.

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5
Task 5: Create the message of the
advertisement
10 days 25/11/2021 5/12/2021
6
Task 6: Distribute the message of the
advertisement through promotional methods.
14 days 6/12/2021 20/12/2021
7 Task 7: Gather data on the results obtained. 5 days 21/12/2021 26/12/2021
8 Task 8: Write the final report. 14 days 27/12/2021 10/01/2022
PART 2: PROJECT IMPLEMENTATI
Before implementing the project, Dinh Quang Tien, on behalf of the team,
contacted and met Ms. Pham Thi Thai Tam, Head of Human Resources, to express
his desire to carry out the group's project at the company. With the approval of the
head of human resources, the project team members were able to work and had the
opportunity to carry out group projects at the hotel.
After discussing with the head of the human resources department, the team
realized the limitations of marketing communication activities at the hotel. We
asked Hanoi Daewoo Hotel to improve these weaknesses and received the
company's approval. Marketing communication activities will be carried out mainly
on the Facebook page and Instagram page.
2.1. Task 1: Analyze the current status of promotional activities of the Hanoi
Daewoo Hotel.
We discussed it with HR manager Ms. Tam, with the goal of having specific
documents on the hotel's operating system. After reviewing the entire document and
observing the internship at the hotel, we analyze its current situation based on three
factors: implementation process, promotion tools, business activities. We executed
this task from November 8 2021 to November 11, 2021.
After researching online and contacting Ms. Tam, we have the results of
Daewoo's current promotion activities.

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Daewoo's advertising process is quite good, and it has brought significant results.
The image of the luxurious, famous, and rich Hanoi Daewoo Hotel has been
imprinted in the minds of customers. Referring to the Hanoi Daewoo Hotel, people
immediately imagine rooms with luxurious amenities, large banquet halls, delicious
restaurants, and swimming pools with harmonious natural scenery. It was the great
success of Daewoo's advertising. That's why Daewoo Hanoi Hotel always attracts a
loyal and stable number of guests, ensuring the hotel's business is always profitable.
Hanoi Daewoo Hotel has applied the development of science and technology to its
image through the internet and obtained many remarkable achievements. Because in
the vast world of the Internet, with billions of people using it every day to search for
information about hotels, most of them often read online advertisements while
surfing the web, which is a great opportunity for Hanoi Daewoo Hotel advertising
and marketing services to customers. Today, in order to increase traffic and be
known by many people, Hanoi Daewoo Hotel has boldly placed banners, logos, and
promotional strategies on popular media websites with huge traffic. The profit
compared to the cost is negligible. Internet advertising makes it possible for Hanoi
Daewoo Hotel to rely on the personal preferences and behavior of guests to target
the right customers. Online advertising helps determine the effectiveness through
the number of times the ad is clicked, the number of people buying the product, and
the number of times the ad is conducted, etc. These are very difficult to do with the
traditional advertising style as above. television, newspapers, and bulletin boards. In
addition, this advertising tool also has flexibility and deliverability because
advertising is delivered 24 hours a day, all week, all year. Advertising campaigns
can be updated or canceled. At any time, Advertising in newspapers and other print
media also helps the hotel save money compared to advertising on television. Time
to customers is slower, contains more detailed information, and has attractive colors
to keep customers' minds longer.
In general, the hotel's business activities are relatively good, but in terms of
promotional activities, this shows that the advertising policy is underestimated by

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customers compared to other hotel activities such as service level, of staff, pricing
policy, level of service readiness, and best equipment. Currently, the hotel has not
focused on human resources in the field of marketing in general and advertising
activities in particular. Only 23 employees in the marketing department are
responsible for these activities under the direction of the board of directors, so
advertising activities are not really effective. Market research to develop customer
sources is still limited. The hotel has been in operation for more than 10 years, but
new hotels are popping up everywhere. The competition is fierce, greatly affecting
the business of the hotel and requiring the hotel to further promote advertising and
marketing activities so as not to be swayed by competitors.
2.2. Task 2: Customer research at the Hanoi Daewoo Hotel. Create a survey
about customers' interest inHanoi Daewoo Hotel.
We executed this task from November 12, 2021 to November 16, 2021. During this
period, the team searched for frequently asked questions and frequently asked questions to
survey the level of customer interest in Hanoi Daewoo Hotel. Each group member will
learn and refer to as many sample questions as possible. Then, the group will gather all the
questions and choose the most suitable ones. Along with sampling from multiple sources,
we also asked and consulted with experienced instructors.
● Purpose of the survey: The survey's goal is to gather information and views from
customers on the Hanoi Daewoo Hotel's service quality.
● The method that our team chose this time is the indirect form. This has become a fairly
popular form in recent times and is used by many people because of its benefits.
Google Forms make it simple to collect information, schedule events, and receive
feedback. The form of responding to questions is also much more convenient when
using Google forms. Customers do not have to waste time filling out forms or
pondering. Questions are infrequently utilized and are usually in the form of multiple-
choice questions so that even the busiest consumers can take the time to respond to
surveys.

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● We shared the created questionnaire on Facebook. The reason we choose this form is
because today's social network is extremely developed. The majority of individuals
today utilize the internet, particularly Facebook, the most popular social networking
site. As a result, we decided to take advantage of this opportunity to poll a large
number of clients.
● We have asked for the help of friends and relatives, shared widely, many times to
attract more people's attention. This will give more accurate and objective results. Each
member of the group will post to their personal page in turn and ask people to fill out
the survey.
⮚ Result survey:
❖ Online quesionnaire’s form
● Link: https://forms.gle/qburBvj5wMnU53Cx8

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Image 1: Online questionnaire form
❖ Data of the questionnaire survey’s response:
The group received 165 responses and 155 valid answers, 10 invalid answers. From
the information collected from the questionnaire, the team analyzed the customer's choice
in each question. From there, the team knows the level of interest and desire of customers
for Hanoi Daewoo Hotel. Specifically, we have obtained the data results and given the
percentage chart through the customer's evaluation in the questionnaire:

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I. Personal question
● According to the survey results, the age group from 18 to 30 accounted for 38.2%, the
group from 30 to 45 years old accounted for 32.1%, and the group over 45 years old
accounted for 29.7%. We can easily see that the audience of the Daewoo Hanoi Hotel
is evenly distributed among all 3 age groups and is especially interested in the age
group from 18 to 30. This is also the customer segment that the group will target to
create ads as well as incentives to attract customers.
● According to the group survey, 49.1% of customers are female, and 50.9% are male.
The relative balance between male and female customers is a good and encouraging
sign
when
not only
female

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customers but also male customers today are interested in the Hanoi Daewoo Hotel.
● According to the survey, we found that customers interested in Hanoi Daewoo Hotel
during the COVID-19 season are mainly domestic guests. Domestic visitors accounted
for 61.2% and international visitors accounted for 38.8%. It can be seen that the extent
of the impact of the COVID-19 epidemic has caused the number of international
visitors to decrease compared to previous years.
● The average income of guests interested in Hanoi Daewoo Hotel is over 20 million
VND and less than 10 million VND. According to the survey, 39.4% of guests have an

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income of over 20 million VND, 19.4% of guests have an income of less than 10
million VND, and 41.2% of guests have an income of 10 to 20 million VND. This is
quite a high income compared to the majority of respondents. Stable income makes
customers more able to pay for hotel products and services. This also helps the team to
offer suitable prices for its products, as well as incentive programs for customers.

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● The criteria for choosing hotels today are very diverse. There are five main criteria that
our team offers: convenient location, many good reviews from old customers,
promotion policies, attractive incentives, a professional hotel website, infrastructure,
and specialized services. Karma. According to the survey, most of the customers'
criteria when choosing a hotel are: convenient location (60%), good reviews from old
customers (69.1%), and infrastructure and service professional (66%). These are the
top 3 criteria that customers prioritize. The remaining two criteria are promotion policy
and attractive incentives, which account for 47.3% of the total and a professional hotel
website accounts for about 29.1%.
II. Level of concern
● The chart shows the number of customers who have ever participated in the experience
of accommodation and related services, of which more than 110 customers have ever
stayed at the hotel, accounting for 66.1%. The proportion of people who have never
been to the hotel accounts for more than 33%. The data shows that the majority of
customers participating in the survey enjoyed the facilities at the hotel.

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III. Arived at the hotel
● Hanoi Daewoo Hotel is a famous hotel known by many people. This opens up a
potential market for hotels. From the survey results, we can easily see that Daewoo
Hanoi Hotel has a loyal customer base with more than three visits and first-time
visitors, accounting for 30.6% of the total. customers. Customers who have visited the
hotel twice are also a significant number, at 38.7%. It can be seen that the number of
guests after using the hotel's resort services is ready to return. Hanoi Daewoo Hotel has
a loyal customer base. This makes it convenient for the team to survey new and old

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customers about the hotel's services and promotions.
● Most of the customers who have come to the hotel in Hanoi Daewoo Hotel have
positive feedback and recommend the hotel to others (81.1%). This is a good thing as
the majority of guests are satisfied with what the hotel has to offer and are more likely
to return. However, there are still 18.9% of customers who have not referred to
everyone, for many reasons. We will clarify in the following questions.

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● Customers often choose to go to the Hanoi Daewoo Hotel on holidays, accounting for
55.9% on holidays, 12.6% on weekends and 31.5% on weekdays. Customers choose to
come to Hanoi Daewoo Hotel during the holidays because the hotel has many
experience-based services such as relaxation, cuisine, and event organization,
especially with many incentives on holidays.
● In recent years, the hotel has targeted the European market - guests with. In recent
years, the hotel has targeted the European market for guests with high demand and
affordability, the Australian market, Vietnamese business travelers, and conference
and seminar guests. Discussions and event participation also increased. Therefore,
Daewoo's service price is quite high (24.3%) compared to middle-class workers.
Besides, 75.7% of customers who have used the service at the hotel think that this is an
appropriate price for their consumption level.

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● The form of making customers know According to Hanoi Daewoo Hotel to the survey,
we found that the majority of customers know through the introduction of someone
accounting for 36%. Social networking sites like Facebook, Instagram, and other
forms of advertising are effective tools for promoting the hotel to customers about
59.5% of the population is aware of it through social networking sites and successful
advertising forms the lowest rate is 4.5%.

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● According to the information from the survey, the hotel's Facebook page has 83.8% of
people who filled out the follow-up survey. The Instagram page has 26.1% of people
filling out the tracking survey, and the website has 41.1% of people filling out the
tracking survey. Through the survey, it shows that the Facebook page has the most
attention and followers, while the Instagram page has the fewest followers.
● According to the survey information, the hotel's Facebook page has 1 1 star reviewer, 4
2 star reviewers, 9 3 star reviewers, 47 4-star reviewers, and 50 5-star reviewers. The
hotel's Instagram page has 3 1-star reviewers, 18 2-star reviewers, 49 3-star reviewers,
34 4-star reviewers, and only 7 5-star reviewers. The hotel website has 1 1-star
reviewer, 0 2-star reviewers, 27 3-star reviewers, 59 4-star reviewers, and 24 5-star
reviewers. Through investigation, it was found that the website that lacks attraction
and is underrated is the hotel's Instagram page, and the hotel needs to improve this
website the most.

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● According to the information from the survey, the hotel's Facebook page has 25 people
who rated it as sketchy and 77 people who rated it as full of information. The
Instagram page has 52 reviews with questionable information and 50 reviews with a
wealth of information.The hotel website has 25 reviews that are sketchy and 77 that are
full of information. Through the survey, it can be seen that the page that is rated as the

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most informative for visitors is the website, and the weakest page in this segment is
Instagram.
● According to the information of the survey panel, the hotel's Facebook page has 82
people who rated the image as good and 20 people who rated the image as not so good.
On the Instagram page, 67 people rated the image as good, and 35 people rated the
image as not so good. The website has 76 reviews with good images and 26 reviews
with bad images. Through the survey, it can be seen that the websites are highly rated
in terms of posting images.

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IV. Hotel Review
● The trend of tourists is clearly shown in the hotel service experience, according to
which 74.4% is culinary, 73.9% is resort, 30.6% belongs to entertainment, and
organized events accounted for 48.6%. The above statistics reflect the level of
experience and participation of various types of hotel business. This provides direction
as well as the level of interest and success of the fields. Accordingly, enterprises will
make adjustments to rebalance or show specialization by continuing to invest in
upgrading facilities, quality of human resources, and communication strategies in the
future on the basis of development in the future. take advantage of existing strengths
and potential.

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● From chart 2, we can see that all services provided by DAEWOO, from resort, food,
event organization, or entertainment, are at a score of 4/5. It can be seen that customers
are evaluating the service quality of the hotel at a mid-range level, not really
outstanding.

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● Besides, in chart 3, "what preferential service have you experienced at the hotel?",
most customers use the offer "30% off when booking 7 days in advance and 33% off
when booking 14 days in advance.", accounting for 38.7%, followed by 36.9% "on
weekends, room types are 35% off," and only 7.2% of customers experience "the 1st
and 3rd Friday of every month.
● Besides, in chart 3, "what preferential service have you experienced at the hotel?",
most customers use the offer "30% off when booking 7 days in advance and 33% off
when booking 14 days in advance," accounting for 38.7%, followed by 36.9%, "on
weekends, room types are 35% off," and only 7.2% of customers experience "the 1st

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and 3rd Friday of every month.
V. Haven’t been to the hotel yet
● The Daewoo Hanoi Hotel's Popularity. Hanoi Daewoo Hotel is a large and well-known
hotel. Through the survey, it is easy to see that 88.9% of customers have heard of the
hotel even though they have not experienced it. Only 11.1% of customers do not know
about the hotel.

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● Information sources that customers are interested in using to better understand the
hotel: In 4 options: Facebook page, Instagram, Website and Booking apps, it can be
seen that the majority of customers choose Facebook (51.9%) and Website (27.8%).
hotel news and promotions. Besides, Booking apps only accounted for 11.1% of the
attention of customers. The booking apps they usually upload to the hotel's information
slower than other platforms, but because they have many hot promotions, they are used
by many customers. The least selective of all is the Instagram platform with only 9.3%.
According to our research, a lot of customers who come to Hanoi Daewoo Hotel are 45
years old or older, so they usually don't have the habit of using Instagram. Therefore,
the hotel's website and Facebook page are the two most used platforms by customers.

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● Customer's interest in hotel offers: For customers who have not been to Daewoo Hotel,
hotel offers are still what they want because, according to the survey, up to 92.5% of
customers expressed interest in the offers. Meanwhile, only a few (7.5%) customers
are not interested.
● Desire to stay at the hotel of the customers: It can be said that Hanoi Daewoo Hotel is
one of the most worth-experienced hotels in Vietnam with modern amenities,
luxurious meals, and services. be attentive. Of the 55 customers who have not been to
the hotel that we surveyed, 90.9% have a desire to stay at Ha Noi Daewoo Hotel in the

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future. Only 7.3% of customers said "No" and 1.8% said "Customer Option."
2.3. Task 3: Determine the promotion objectives of the project.
Through practical experience activities at Hanoi Daewoo Hotel, we conduct
research on marketing activities that Hanoi Daewoo Hotel is applying and collect
the results obtained afterwards. In addition, we can also find more information
through social networking sites, ask for more information from Ms. Tam,… We
executed this task from November 17, 2021 to November 19, 2021.
Given that the promotion objectives of the project are to convince and remind
customers to buy their products, and at the same time, promote and inform
customers of new travel programs, products, and services in the travel business, The
hotel and its properties may persuade customers to buy travel programs. In the
tourism business, persuasive communication will be of most interest because it can
modify attitudes and habits and strengthen customer beliefs before and after
purchase.
The demand for services by customers is always seasonal. As it is common for a
customer to make a purchase and use of a hotel service decision, advice is often
given not only from hotel staff, but also from secondary information from the
background of reference groups such as relatives, friends, and social media. As a
result, the promotion strategy does not concentrate solely on service-related factors
such as price cuts, gifting, and so on. However, much more is required. It could be
advertising plans for the client, live marketing programs, or organizing events to
foster good relationships and a positive brand image in the minds of the customers.
As such, promoting the mix is a combination of business communication tools
used to establish information channels with customers in order to persuade them to
purchase products, services, or ideas. Most enterprise marketing communications to
the target market are implemented using planned and carefully controlled media
tools in the course of overall communication via the elements of marketing mix.

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The fundamental tools for achieving enterprise/organization communication goals
in a mix of media tools and new digital technology-based tools.
The media promotion mix consists of four basic components: advertising, selling
promotion, public relations, and personal selling. However, in recent years, direct
marketing and interactive media have also become important components of the
promotional mix used by market professionals to communicate with target
customers. These tools, when integrated and used in a reasonable and intelligent
manner, can help raise brand awareness and image in customers' minds, as well as
help them understand, remember, and love among many of their market
competitors.
In the case of the hotel business we can make flexible use of such tools as:
personal sales, direct marketing, and public relations, and then, when the awareness
of the customer is acquired, the business will advertise and promote sales to attract
and encourage customers to buy and use services. However, the choice of
promotion tool depends on the product's life cycle, attitude, competition, budget,
location, etc.
The media is the most important and widely used public tool, with a powerful
ability to persuade tourists to visit. The following media will be used for various
tools: Advertising tools are available through mass media outlets such as television,
newspapers, and radio. Public relations, such as those possible through a press
release or an event organization, are capable of developing positive relationships
with a target customer file, and so on.
With all of this analysis, we were able to derive our goal for the promotion plan,
which was to remind and convince customers to experience and use the services at
the Hanoi Daewoo Hotel by advertising the services that customers could only
experience in hotel, thereby increasing sales by 25%. Furthermore, hotel demand is
decreasing during the current complex season, so the project's goal is to increase
brand recognition from 30% to 60%.

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2.4. Task 4: Determine the best methods of promotion.
We execute this task from November 20, 2021 to November 24, 2021. After working
specifically with Ms. Tam, she agreed to provide us with some information, such as the
restaurant's operating system and promotion methods, so we have drawn up promotion
methods.
Most companies have their own marketing promotion methods in place to impact
customer behaviors and views of their goods. Marketing promotion activities can be used
to achieve a variety of objectives, including raising brand recognition, building product
trust, improving the company's image, promoting a new product, and so on. We've
included a few marketing promotion techniques that are simple to use and quite effective:
1. Event sponsorship or organization
Sponsor or organize activities that have a social impact. If you associate your brand with
this event, your product will rapidly become well-known.
2. Newsletter
For banks, consultation rooms, and agency offices, a newsletter is a very useful marketing
tool. Businesses have proved that they are experts in their sector by releasing a newsletter.
Newsletters can also be used to inform customers about new items, prices, and various
corporate activities, particularly social activities - all of which contribute to a positive
public perception. enterprise.
3. A conference to introduce new products
Businesses can use new product launch conferences to encourage the audience to learn
about new items. This is also an excellent opportunity for you to demonstrate to customers
how to utilize the product most effectively, thereby gaining their faith in your company.
4. Presents
Any item you give your customers as a gift to remind them of your goods qualifies as a
gift. You can choose from a variety of goods, such as coffee mugs, ballpoint pens, and
hats, and all you have to do is print the company's name, logo, or phone number on them.
5. Push the button

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Find a way to have your business mentioned in the media. Make copies to give to friends,
customers, and suppliers after they've been published. This is a critical marketing channel,
with a high level of dependability and clout.
6. Promotions
Promotions are an excellent opportunity for clients to learn more about your company.
Most Vietnamese clients enjoy promotions, and after experiencing promotions at
affordable pricing, they are more likely to return.
7. Take part in charity and sponsoring events.
Participate in charitable activities that benefit the impoverished and disabled. Furthermore,
you can sponsor sporting events or a team. These actions will assist in making a positive
first impression and bringing the company closer to the general audience.
8. Distribute discounts or vouchers
Giving coupons with a value of 15% or more of the product price is advised. This is the
most cost-effective strategy to promote new items while also allowing you to track the
impact of your marketing campaigns. It should be remembered, however, that some buyers
will simply come to buy at a bargain and then forget about your organization. As a result,
you must take steps to ensure that they return the following time.
9. Free Trials/Samples
If you can't sample your goods, encourage customers to try it out for free. Many clients
want to buy the goods but are unsure about how to use it. As a result, offering a trial is the
greatest option to assuage clients' concerns.
10. Issuance of a special care card
Show your consumers how much you value them by providing them with complimentary
services. Many software companies operate in this manner. When you provide clients
favorable terms on product purchases and exchanges, you build a strong bond with them
and turn them into loyal customers.
We choose the way of sending newsletters and promotions from the provided
marketing promotion approaches. We advocate using social networking platforms such as
Instagram and Facebook instead of traditional TV or print news to provide information

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about Hanoi Daewoo Hotel. Since then, our staff has concentrated on growing Instagram
profiles in order to attract more guests and promote hotel activities and incentives. Every
year, Hanoi Daewoo hosts a number of promotional events in conjunction with major
events and holidays. These programs are generally advertised on social networking
platforms like Facebook, Instagram, and the hotel's website. According to our findings, the
hotel's Instagram page has a poor level of interaction and does not attract many followers.
Meanwhile, because Instagram is such a large platform that people of all ages can use it,
we decided to make the most of it and build the hotel's Instagram channel.
According to the survey, 42.9 percent of consumers learned about the hotel through the
internet, 58.77 percent learned about it through word of mouth, and 13.15 percent learned
about it through billboards and other means. is 21.05 percent of the population As a result,
it can be seen that online advertising is not yet an effective and effective hotel advertising
tool; however, given the current epidemic situation, it is advisable to increase advertising
activities through social networking sites, be flexible in the way program content is
advertised, and innovate the way program content is advertised. Due to the confidence of
friends and neighbors, advertising through the hotel's present customer base is also highly
effective, thus the hotel should offer a variety of special incentive programs to entice
current customers. The hotel's proximity to the resort becomes a more effective advertising
tool.
2.5. Task 5: Create the message of the advertisement
We executed this task from November 25, 2021 to December 5, 2021. After the whole
group went to the field and learned the hotel's data, our team discussed with each other and
selected an advertising message to attract customers to the best travel meeting in a short
time. The COVID-19 outbreak point is "safe travel destination."
With the goal of providing customers with attractive and safe experiences when coming to
Hanoi Daewoo Hotel in this fun winter. Hanoi Daewoo Hotel always sets safety criteria
for tourists, and we always refresh and perfect ourselves to meet them all the time.
Impact of the COVID-19 pandemic on Hanoi Daewoo Hotel

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As Hanoi's first 5-star hotel, it was inaugurated and put into operation in 1996, and it
has had the honor of serving many heads of state and prime ministers who have visited and
worked in the city.Hotels operate mainly in three areas: accommodation services, food
services, and additional services. The COVID-19 pandemic severely affected the hotel's
business. Revenue and room occupancy decreased sharply, the lowest ever. The capacity in
2020 is only about 30%. It can be said that the COVID-19 pandemic has affected all
business activities of the Hanoi Daewoo Hotel.
❖ Impact on business:
The impact of the COVID-19 pandemic on both tourism supply and demand. In
addition, tourism supply can also be established immediately when applying a policy of
restricting or even suspending tourism service businesses in response to the epidemic. As
revenue fell, the Hanoi Daewoo Hotel had to quickly implement measures such as cutting
labor, marketing costs, etc. This leads to long-term impacts on businesses and the tourism
industry. Due to labor shortages, forced supply systems, interrupted distribution systems,
etc. Investment in the tourism sector is also at risk of a sharp decline, which would affect
the long-term development of the tourism industry. The COVID-19 epidemic has severely
affected businesses trying to survive and have been forced to take unwanted protective
measures such as reducing personnel, investment costs, and shutting down services as
much as possible. attached. Because this is a business whose revenue mainly depends on
the market, the total cost in terms of space and maintenance is very large.
The occupancy rate of Hanoi Daewoo Hotel is only about 20–30%, which means the
number of customers preventing business control is seriously affected.... However, that is
just the tip of the surface of the difficulties that customers face and encounter. Hanoi
Daewoo Hotel faces the most difficult thing right now is how to ensure the safety of all
employees as well as guests staying at the hotel. How to maintain work and income for
more than 600 employees who manage and accompany the hotel all the time. Through the
revenue data of Hanoi Daewoo Hotel in 2018, 2019, and 2020, we can see that COVID-19
has an extremely strong impact on the hotel's business. The business activities of Hanoi
Daewoo Hotel were seriously affected, specifically: The occupancy rate was below 20%,

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the lowest level during the 24 years of operation of the hotel. From 2018 to 2019, the
growth rate was not large at 0.6%, but in 2020, due to the impact of the epidemic, the
revenue decreased significantly compared to 2019 (decreased by more than 80%).
❖ Impact on the needs of hotel guests:
The main guests of the Hanoi Daewoo Hotel are international guests, most of whom
are Korean, Chinese, and Japanese guests, accounting for about 80% of the hotel's guest
market. Due to the global outbreak of the disease, in which Japan and South Korea are the
target markets for hotels with a very high number of COVID-19 infections, To ensure
safety, these countries have suspended international flights to prevent the disease. As a
result, the number of guests and revenue of Hanoi Daewoo Hotel decreased heavily.
Revenue in 2020 decreased by nearly 80% compared to the same period in the previous 2
years (2018) and 2019. Therefore, it is necessary to have a solution to adapt at this time.
We have created a flyer:

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With two main colors, blue and white, the group wants to convey the meaning of
representing peace, calm, stability, and serenity. Not only that, it also creates a feeling of
peace, confidence, loyalty, and at the same time, brings clarity and purity. Blue and white
also mean the color of health. We wish to bring safety to visitors when coming here with
Hanoi Daewoo Hotel. At this moment, health is always our top priority. In particular, it is
very suitable in the current situation of the COVID-19 pandemic because, wherever people
go, they always want to be peaceful and safe. That's why we use blue and white at the
moment. Our leaflet consists of 2 pages: the first page is the cover; we use the whole
Hanoi Daewoo Hotel, along with the message that the team wants to convey to everyone:
"safe destination." On the second page, we mention the offers available to our customers at
the moment and add a few pictures of the service here. As we see in the right corner of the
flyer, we use the image of a girl wearing lingerie. We want to say that coming to Hanoi
Daewoo Hotel, customers are always conveyed the message of prevention of the COVID-
19 epidemic. We always give customers a sense of peace. Your service experience at
Hanoi Daewoo Hotel.
We have created the promotional message in response to the COVID times "Safe
Destination." with the aim of providing customers with an attractive and safe experience
when coming to Hanoi Daewoo Hotel during this cold season. It always sets safety criteria
for tourists. We always refresh and perfect ourselves to meet them every time. In response
to the message, the Hanoi Daewoo Hotel has:
● Ensure compliance with government directives and regulations on health, safety, and
the environment (HSE Health, Safety, Environment).
● Ensure a safe and hygienic working environment. Establish rules for the shared use of
equipment and work spaces.
● Regularly check the environment, health and safety, disinfect accommodation, event,
bar and restaurant areas, and emergency responses to comply with HSE regulations.
● Check-in online to limit direct contact and ensure the safety of customers.

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Besides, we always prioritize health first Hanoi Daewoo Hotel always gives guests the
best experience in resort services, food services, etc. with pages We guarantee to provide
our customers with the most complete event organization, vacation time with customers,
colleagues, and family. At the same time, we also offer promotions to target customers and
potential customers. Despite being heavily impacted by the COVID-19 pandemic, as the
first international 5-star hotel in Hanoi, it is a symbol of the capital's development over the
past two decades. We are committed to giving guests the best experience when staying at
the hotel, whether through entertainment, relaxation, or dining services. However, we
always put the health of visitors first, ensuring correct 5K during the epidemic season.
Visitors to Hanoi Daewoo Hotel will have to receive 2 full vaccinations against COVID-
19 and have a negative PCR test to ensure the health and safety of all guests and hotel
staff.
We also have a few benefits for tourists who choose our hotel to relax, such as a 20%
discount for guests checking in during the day, as well as free services such as breakfast or
lunch.housekeeping service, shuttle service when visitors have a need to limit contact, etc.
In addition, we also have many special offers for potential customers of many hotels.
However, to ensure absolute safety during your stay at the hotel, not only hotel services
are safe for visitors' health. Hanoi Daewoo Hotel also advises visitors to keep themselves
safe by self-declaring health when checking in and checking out to ensure the safety of
themselves and others.
2.6. Task 6: Distribute the message of the advertisement through promotional
methods.
During the period from December 6, 2021, to December 20, 2021, the group decided to
distribute advertising messages through two forms: handing out leaflets and using social
networking sites, especially Instagram and Facebook. In it, we did three jobs:
❖ Leaflets:
Our team members split up to distribute leaflets at companies, car parks, and
intersections. We believe that those places are the right places to send customers about our
posters because they are the places where there are a lot of subjects who are office

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workers, managers, or maybe there are people or organizations, events, or directors.
Fortunately, according to our observations, the people who received the flyers were very
interested and asked us for more information about the promotion.
❖ Increase followers for the hotel's Instagram page:
We have actively shared the activities posted by the hotel on the hotel's Instagram
page. We introduce the hotel's page to groups about travel, finding hotels, and reviewing
good hotels, but we also share them on each member's personal page and interact with
everyone to keep the post on the board. I believe When distributing leaflets, the group also
brought everyone to know the hotel's Instagram page. Thanks to that, we had a good result.
The number of followers and interest in Hanoi Daewoo Hotel increased significantly.
❖ Post promotional posts on your personal Facebook page for hotel promotions:
Besides sharing articles, we also post self-designed posters, including hotel promotion
packages, information about the message "Safe destination," price and hotel information
on his personal page. We received a large amount of interaction from our viewers, and
many guests asked for a reservation.
2.7. Task 7: Gather data on the results obtained.
We have implemented and implemented the project from December 21, 2021 to
December 26, 2021 by distributing flyers and posting marketing articles on our Facebook
page for the purpose of reaching and attracting customers to our Instagram page.
When posting a marketing post on the Facebook page with the aim of directing
customers to the Instagram page, I'm glad the group has attracted a lot of interested people,
leaving a phone number for consultation.
During this phase, we collect data about the customer's interaction with the hotel's
Instagram page. We had an assessment of the results of marketing communications in
driving viewers to the Instagram page. Furthermore, we measured customer engagement
and perception on the hotel's Instagram page before and after the project's implementation.
Run survey questionnaires after group projects and data collection.
⮚ Step 1: Determine the objective of the questionnaire survey:

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We wanted to compare customer engagement with Instagram through flyer distribution
and Facebook posting. Create this survey with the purpose of statistics about how many
people reach Instagram through the form of advertising on Facebook, from which the
results will be obtained by distributing leaflets. This has helped us to have an objective
assessment of the project's results.
⮚ Step 2: Determine the scope of the questionnaire survey:
We conduct surveys with customers through Facebook ads.
⮚ Step 3: Create a survey questionnaire:
● Questionnaire content
✔ Customer perception of the hotel's Instagram page (the number of customers who
know about the hotel's Instagram page and page).
✔ Quality of the hotel's Instagram page (how often to post).
✔ Customer satisfaction with the information provided by the company's Facebook
page and website.
● The factor that attracts the most customers on Instagram is: ( ảnh )

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✔ The form of the questionnaire includes 10 questions.
✔ The form of the questionnaire is an online questionnaire.
✔ The survey form is in Vietnamese and English because our Facebook can reach
both Vietnamese and foreigners.
⮚ Step 4: Fill out the questionnaire survey:
Distribution and recall of questionnaires: We distributed questionnaires to customers
from January 8, 2021, to January 12, 2021, and recalled them on January 13, 2021, for
analysis.
⮚ Step 5: Go over the survey questionnaire again:
We were able to distribute our questionnaire survey to customers, but only received
170 responses, of which 163 were valid and 7 were invalid.
⮚ Collect data from the results report.
Our team has collected the results from the survey. There are 163 valid answers, but
only 145 people from Facebook reach the Instagram page. The rest are 489 people who
reached the page due to the form of leaflets. So it can be seen that before accepting this

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project, my group had 544 people reach the Instagram page. After implementing the
project, the group obtained the results.
That's 1047 people reached. This is a good achievement for the group as it has
increased the number of people accessing the hotel, and this number may increase further
in the future.
Before After
PART 3: DIFFICULTY AND SOLUTION
3.1. Time limitation for project implementation
● Difficulty: During the implementation of the project, we encountered many difficulties
in balancing between group projects and class subjects. With a busy schedule at
university, it's hard for the whole team to schedule time to work at the company.
● Solution: By negotiating with the hotel's human resources representative, we provide
them with a class schedule that is easy for them to arrange.
● Result: In the end, we have a reasonable timetable for both the school schedule and
the shift in the restaurant. Therefore, we not only make sure to absorb the theory in

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class, but also have enough practice time at the hotel. And after a while, we have some
necessary knowledge as well as necessary skills in the hospitality sector.
3.2. Difficulties in applying new methods in the marketing process
● Difficulty: Since the process was established from the beginning, it was difficult for us
to change it. So it caused some problems for us. Our articles will have to be moderated
by marketing before being posted to the hotel's Facebook page and website. This
restricts our team from posting commercial articles and is subject to the criteria the
company sets for posting on Facebook and the website. And our posts to the Facebook
page and website may be rejected by the Marketing Department if they are unable to
adjust to the standards set by the Marketing Department.
● Solution: We had already established an advertising strategy to attract guests to the
hotel and proposed this change to the marketing department for testing.
● Result: Marketing only allows us to be the admin for the company's website.
Furthermore, all of our team's commercial posts must be moderated by the Marketing
Department before being posted on the company's Facebook page and website.
3.3. External factors: Covid-19 pandemic
● Difficulty: During the Covid-19 pandemic period, we don't have the opportunity
to communicate directly with customers, so we have some difficulties with the
survey.
● Solution: We spoke to the manager involved in customer care to discuss with the
customer. Besides, we also actively communicate with customers and
acquaintances who have come to Hanoi Daewoo Hotel, so that we can get
opinions and listen to their experiences and opinions directly.
● Result: Our communication skills have improved significantly and we also
completed the survey very successfully, collecting many opinions to implement a
promotion project to attract guests to the Hanoi Daewoo Hotel .
3.4. Unable to take over the company’s website and Facebook page
● Difficulty: After working in detail with Hanoi Daewoo Hotel, we were not
granted the right to take over the hotel's Facebook and Instagram pages. Our

PAGE1
articles must be reviewed and revised by the Marketing Department before being
posted on the Daewoo Hotel's Facebook and Instagram pages. This restricts our
team from posting commercial articles and is subject to the criteria the company
sets for posting to Facebook and Instagram.
● Solution: Our team has come up with a solution that does not compromise the
security of the Facebook page and can market the customer's products and services
to new customers. That is the team that designed the flyers. Distribute to everyone
and actively promote Hanoi Daewoo Hotel and safe travel messages on personal
Facebook during the epidemic season.
● Result: Hanoi Daewoo Hotel agreed to let them use this option. And it's very
encouraging that the results we have obtained are quite successful in this plan. The
number of followers on Instagram increased significantly, from 544 followers to
1047 followers. That is a welcome result that the group achieved.
PART 4: RESULT EVALUATION
4.1. Task 1: Analyze the current status of promotional activities of the Hanoi Daewoo
Hotel.
After researching online and contacting Ms. Tam, we have the results of Daewoo's
current promotion activities. In general, the hotel's business activities are relatively good,
but in terms of promotional activities, this shows that the advertising policy is
underestimated by customers compared to other hotel activities such as service level, of
staff, pricing policy, service availability, equipment, etc. Currently, the hotel has not
focused on human resources in the field of marketing in general and advertising activities
in particular. Only 23 employees in the marketing department are responsible for these
activities under the direction of the board of directors, so advertising activities are not
really effective. Market research to develop customer sources is still limited. The hotel has
been in operation for more than 10 years, but new hotels are popping up everywhere. The
competition is getting fiercer, greatly affecting the hotel's business activities and requiring
the hotel to further promote advertising and marketing activities so as not to be swayed by
competitors.

PAGE1
4.2. Task 2: Customer research at the Daewoo Hanoi Hotel. Create a survey about
customers' interest in Hanoi Daewoo Hotel.
The method that our group chose this time is the form of using a survey. This has
become a fairly popular form in recent times and is used by many people because of the
benefits it brings. Google Forms make it simple to collect information, schedule events,
and get feedback. A question-answering form is also a lot more convenient when using
Google forms. Customers don't have to waste time filling out forms or pondering. The
questionnaires are not used very often and are often in multiple-choice form so that even
the busiest consumers can take the time to respond to surveys.
We have shared the created questionnaire on Facebook. The reason we chose this form
is that today's social networks are extremely developed. The majority of individuals today
use the Internet, especially Facebook, the most popular social networking site. Therefore,
we decided to take advantage of this opportunity to poll a large number of customers.
We have asked for the help of friends and relatives, sharing widely and many times to
attract more people's attention. This will give more accurate and objective results. Each
member of the group will take turns posting on their personal pages and asking everyone to
fill out a survey. My team has collected information and customers' opinions about the
service quality of the Hanoi Daewoo Hotel.
4.3. Task 3: Determine the promotion objectives of the project.
After conducting the survey, the group came up with the following objectives to
promote:
The objective of the promotion plan is to remind and convince customers to experience
and use services at Daewoo hotels through advertising about services and utilities that
customers can only experience at Daewoo, thereby increasing sales by 25%. Besides, in
the midst of the current complicated epidemic season, the demand for hotels is gradually
decreasing, so the goal of the project is to increase brand awareness from 30% to 60%.
4.4. Task 4: Determine the best methods of promotion.
The promotional method was not chosen by the group because the group could not
arbitrarily change the form of promotion. After researching and analyzing, the group found

PAGE1
that the number of people approaching the hotel's Facebook page was more than 30,000.
Likes, while the hotel's Instagram page reach has only been reached by 544 people since its
inception, the team chose the best promotion method, which was Facebook page marketing
and poster advertising. for the purpose of attracting visitors to the Instagram page.
4.5. Task 5: Create the message of the advertisement
After the whole group went to practice and learned the hotel's data, our team discussed
with each other and selected an advertising message to attract customers to the hotel during
COVID-19 as the "destination." Safe travels. "
With the goal of providing customers with attractive and safe experiences when
coming to the Hanoi Daewoo Hotel in this joyful winter. Hanoi Daewoo Hotel always sets
safety criteria for tourists, and we always refresh and perfect ourselves to meet them every
time.
Then, we took the team's idea to the hotel's marketing department for the purpose of
advertising to attract tourists through two forms of posting and distributing leaflets, aiming
customers to the Instagram page, and it was approved by the browser.
4.6. Task 6: Distribute the message of the advertisement through promotional
methods.
The group created 2 forms.
Overall, the group received a lot of interaction, which was very positive.In 3 days, the
group received more than 300 likes on the post, with a few interested customers leaving
their inbox with a phone number to consult.
The group has divided into two groups of methods that are distributed at places such
as: near the hotel, on the way, at a cafe,... To perform this task, the group has to move
often. Although facing difficulties due to the COVID-19 epidemic in Hanoi, which is quite
stressful, we always fulfill the 5K requirements and ensure the work is completed
efficiently.
4.7. Task 7: Gather data on the results obtained.
When setting up the survey table at the duty of 2 data collection groups, they found that
the hotel's Instagram page has too little interaction. Therefore, the group does advertising

PAGE1
activities to target customers for Instagram: After conducting the project, the results were
obtained:
Customer interaction on the Instagram page from November 20, 2021 to December 31,
2021.
Time Followers Post
From November 20, 2021 to December 13, 2021 544 8
From December 14, 2021 to December 31, 2021 1047 12
The hotel does not store visitor interaction data on the page. Our team can only get
statistical data automatically from the Instagram page from November 20, 2021 to
December 31, 2021.
● The number of visitors and followers increased to 503 people. From 544 to 1047
people,
● Post frequency increased from 1-2 posts/day to 3-4.
● Post content: Most of the time, it revolves around the resort and food package, but
the cuisine is more dominant. Due to the impact of the COVID epidemic, the
number of international guests is not available, so the hotel focuses on posting
articles about At the same time, accompanied by a few posts to the resort, the
purpose is for domestic guests to attract guests to experience, and for international
guests, to spread information to want them to know more during the COVID
epidemic. Tourists will no longer choose Hanoi Daewoo Hotel as their destination
of choice.
To get the above results, we have done the work of collecting data and aggregating the
results. Through the collected data, we have a partial understanding of the current state of
customer concerns and needs.
⮚ About the form of leaflet distribution: in one week, we have distributed 700 leaflets.
100 sheets per day. People who receive flyers usually take two actions:

PAGE1
● Put it in your pocket and ask us for more information about hotel promotions.
● Moreover, thanks to the distribution of leaflets, we realized that there are still
many people who do not know about Daewoo Hotel. That's why we asked them
for some time and introduced them to the hotel and the services it has. Fortunately,
there are quite a few people interested in and receptive to the information we say.
● A few people on the street showed no interest and did not accept our advice.
⮚ For the form of marketing on Facebook, because we can't directly take over the hotel's
page, we posted it by ourselves on our own personal account and received more than
300 likes in 3 days.

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