CHAPTER 1: INTRODUCTION

1.1. Rationale

Nowadays, tourism has become an essential need for human and the key industry of many countries around the world. Vietnam' s tourism has developed rapidly in recent years and gained many important achievements for the country' s economic development. In the context of promoting international cooperation and developed market economy, position of our country' s tourism is increasingly reinforced and strengthened. However, due to the limitations on economy, tourism still faces many difficulties in presenting the country' s image all over the world.

The marketing competitiveness of the hotel in the market economy is increasingly becoming more important. Any enterprise that orient to the market must place marketing activities on the top position. It seems that almost the businesses come under the influence of marketing. Marketing is an effective tool which supports enterprises to achieve their business target. In order to obtain the desired results, enterprises must constantly undertake marketing activities towards their target customers. Marketing activities in hotel not only attract guests but also promote the consumption of products and services, ensuring the survival and the development of enterprises in competitive business environment today. In particular, the marketing activities are crucially important to big hotels. Competition is increasingly intense, so businesses which want to achieve a high position in the market need to enhance their marketing competitiveness. However, marketing is only effective when it is conducted based on researches and is taken into account properly.

At present, the marketing competitiveness of Muong Thanh Hotel is still weak. The hotel neither appreciate nor pay attention enough to the role of marketing in the hotel as well as the marketing competitiveness of hotel. Enhancing the marketing competitiveness for enterprise is essential to build power, status, market share to help businesses to exist sustainably in the market. During my internship at Muong Thanh Hotel, I found that the marketing competitiveness of hotel is still weak, the creation of the position, status of the hotel market is not strong enough in intense competitive market today. The target market of Muong Thanh Hotel is Chinese tourists; therefore, to enhance the marketing competitiveness on the subject of Chinese tourists has become an important task for the hotel.

1.2. Establishing and declaring the main issues of topic