Customer perception on discovery and adventurous travelling tour and its marketing strategy

Abstract

This research is conducted to find the most appropriate marketing strategy for Mystery Hunting for Red Spirit Company Limited base of understanding customer perception of quality and value on Mystery Hunting travelling tour.

The research has been conducted from September 2011 to December 2011 in Ho

Chi Minh city. The reviewing of literature, related theories and former researches is used

to find the appropriate model for this study. The answer from respondents were analyzed

by SPSS software and the final results shows that current participants satisfied most with

the consequences they receives from activities of the tour while the new tourists feel that they will concerned most about the quality of the tour, especially in the Responsiveness aspects.

The findings from the survey and the data collected from the interviews will be used to design a marketing strategy for Mystery Hunting. The tour aims to approach tourists at the age of 18 to 25 years old, especially for the students, officers just account for about 10% – 20% of the target market since this is a potential market with increasing demand. Differentiation is the main strategy that Mystery Hunting uses to build up a strong brand name in the field of discovery and adventurous travelling tour. And to bring Mystery Hunting to this potential market, online marketing ad word-of-mouth will main channel to approach this market.

Although there are limitations of this study, the research has proposed the practical marketing strategy for Red Spirit Company to attract more participants and to reinforce the brand name of Mystery Hunting travelling tour.