The Tour Desk We use 2 type of dates. One is the result arranged by Khanh (n=100) . The other is the result conducted by us (n=30). From now on, we regard “Date(1)” as Khanh’s result, regard “Date(2)” as our result. “The number of Date(1)” + 3.3 * “the number of Date(2)” is “the number of Date(3)”.
Analysis of Our Target 0 THE RATIO OF COUNTRY. THE RATIO OF AGE. Others East Asia America 15 to 25 26 to 35 36 to 45 Europe Australia 46 to 60 over 60 16% 15% 9% 29% 16% 13% 7% 13% 49% 33% By Date(3), n=100+30*3.3
Analysis of Our Target 0 • Our target should be the Western people. • The ration of the Westerns is 73 %. • The age of our target should be 26 to 60. • Those who are 16 to 25 years old tend to be backpackers. • They don’t have enough money to pay for tour. • Those who are over 60 tend to be rich people. • They don’t use a local tour company.
Analysis of Our Target 1 Did you use a tour arranged Are you interested in tours by travel agents to come to arranged by local tour agents? Hoi An? No Yes No Yes Done 25% 33% 44% 67% 31% By Date(2), only the Westerns, 26 to 60, n=16
Analysis of Our Target 1 • 2/3 tourists don’t use agents to come to Hoi An. ⇕ • More than half of them can be customers of local tour agents. • 4 indicate that they have already applied tours. • Via lonely planet(2), hotel(1), and local tour center(1). Our target should be those who search activities after arriving at Hoi An.
Analysis of Our Target 2 • The Westerns like original travels for themselves. • 2/3 tourists don’t use agents to come to Hoi An. • 5 indicate that they only want to see around by themselves. • 1 indicates that he/she want to be relax only. • 1 indicates that hotel has its own bicycles for customers. It’s not good to make long time tours which cause customers inconvenience.
Analysis of Our Target 3 THE RATIO OF DAY. PLACE TO STAY. 1 day 2 days 0% Hotel in HA Homestay in HA 3 days 4days Da Nang Others over 5days 6% 13% 19% 6% 38% 12% 69% 37% By Date(2), only the Westerns, 26 to 60, n=16
Analysis of Our Target 3 • The Westerns may be tired of Hoi An. • On average, the Westerns stay more than 4 days in Hoi An only. • One Japanese says Hoi An is small city, so there is no place to see around moreover. • We need to search more in detail. We need to make brand-new tours. They should not be ordinal tours, such as visiting the old house only.
Our Target should be… 1. The Western people between 25 to 60 year old. 2. Those who are tired of HA and stay long time. 3. Those who search activities after arriving at HA. 4. Those who don’t like to be inconvenient.
What / How to do? 1 1. We need to make brand-new tours. • There are so many tours’ advertisement in hotels, but they are quite similar, such as My Son. • If we serve the similar type, we lose against powered agents. • Those activities are famous, therefore the Westerns can go by themselves or by big agent in their own countries. 2. We need to make short time tours ( <1 day). • On average, our targets may get to feel tired of HA after they stay for 3days. • It means that our targets have only 1day as free time in HA.
What / How to do? 2 3. We must not stick in tour packages. • The thing which should be served is not tour, but is fun. • People tend to think of tour packages, if we consider the service which tour agents serve. However, giving new device or something new is also one of their jobs. 4. Our tours should be advertised systematically. • On average, our targets may get to feel tired of HA after they stay for 3days. • It means that our targets have only 1day as free time in HA.
Analysis of Advertisement • (Short span) Using ABR, CJH and MLB is better. • (Middle span)Using Hotel in Hoi An is better. • There are so many information about tours in many hotels. • It’s difficult for us to require hotels to display advertisement poster. It seems to be a job of Mushashugyo Students. • Via hotel, 1 of 4 tourists apply for tours arranged by local. • (Long span)Using “Lonely Planet” is better. • Via lonely planet, 2 of 4 tourists apply for tours near HA. • Many tourists read the book during their rest time in ABR.
“ ” Concept of our new travel agent. There are 2 ways. First one is to show long term tourists something worth seeing of Hoi An apt to be overlooked. Second one is to make a change of the way to stay at and see around Hoi An. From those ways, we state that our concept is “recreation of the worth of Hoi An”.
We think of … 1. Cooking class in a Vietnamese ordinary house 2. Making lantern experience 3. Making original clothes, bags, shooses tour 4. Tandem cycling rental 5. Calligraphy experience