E ISSN: 2583-049X

International Journal of Advanced Multidisciplinary Research and Studies

Volume 3, Issue 4, 2023

Brand strategy of the Big4 tourism companies in Vietnam

Author(s): Thai Huy Binh


Travel is an important sub-sector in tourism. Occupying a large share of the total tourism market and being the key to the international tourist market, it can be said that Vietnamese travel businesses have a great influence on the formation and development of the industry. tourism. As a bridge between tourists and local service providers, tour operators have a role to play in influencing the management and use of resources at the destination by influencing decisions. service choices of tourists, performance of service providers and ways of development of destinations. Therefore, with Vietnam, tour operators can influence a large proportion of international tourists in terms of the choice of accommodation facilities, attractions, means of transportation, level and form of travel. interactions with local residents and the natural environment. But today, there are many travel businesses that are increasingly formed and developed, providing services and serving people to places. And these businesses are very competitive with each other and build a brand strategy to promote their travel business. To find out what the brand strategy of travel businesses is different. And the four major travel agencies in Vietnam selected for the study are VIETRAVEL, SAIGONTOURIST, BEN THANH and THIEN MINH. And on the basis of analyzing the brand strategy at four travel agencies in Vietnam in recent years, from which the essay will propose some recommendations and developments to improve the brand quality of businesses.

Keywords: Brand Strategy, Big4, Tourism Industry, Tourism Companies, Vietnam

Pages: 900-907

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