Vietnam National University

University of Languages and International Studies

-----🙞🙜🕮🙞🙜-----

FINAL REPORT
ENGLISH FOR TOURISM
Giảng viên: Cấ n Thị Chang Duyên
Tên thành viên:
Nguyễn Hả i Vâ n Anh – 17040322
Nguyễn Thị Ngọ c Anh – 17040958
Lương Xuâ n Bá ch – 18032424
Đà o Thị Diệu Linh – 16041143
Lê Ngọ c Phương Linh – 16041698
Hanoi, April 29, 2021
 FINAL REPORT
1. Introduction

“I wish I could marry you

I will buy Bat Trang bricks to build our house
Building vertically then horizontally
Building a semicircle pond where you can wash your feet.”
( Ước gì anh lấy được nàng
Để anh mua gạch Bát Tràng về xây
Xây dọc rồi lại xây ngang
Xây hồ bán nguyệt cho nàng rửa chân.)

Situated on the left bank of The Red River, 16 kilometres from Hanoi center, Bat
Trang is a seven-century old craft village well-known for its high-quality porcelain and
pottery. It embraces the common community characteristics of the villages in the
Northern Delta region as well as the special characteristics of the pottery profession.
Bat Trang ceramics are considered “quintessential and lively works of art” - a
combination of hard work, dexterity, and tastefulness. Therefore, local people, by all
means, try to keep and preserve their ancestors’ precious profession and legacy. 
Having established a well-deserved reputation for thousands of years, Bat Trang
ceramics is distinctly familiar to Vietnamese people in particular and the foreign
market in general. Nowadays, Bat Trang craft village has shifted to a new stage of
development. Bat Trang porcelain and pottery have been exported to Europe, America,
Taiwan, Korea, and Japan. More than 50 companies and nearly 700 households are
involved in ceramics production and business. There are enterprises with an export
turnover of 1 million USD per year. At present, besides being a craft village, Bat
Trang is also a new tourist destination attracting domestic and international visitors.
Gradually, the Bat Trang brand has gone further and wider all over the world.
When visiting Bat Trang, tourists can take a walk or join a buffalo tour for sightseeing
and shopping. Awaiting tourists at the very first step of the journey is the long-
standing village of Bat Trang - where unique ancient craft village architectural features
are still preserved. At the end of the rugged narrow village road lies the village
communal house, where you can listen to the old local people or veteran artisans
telling the long history of Bat Trang. Passing through numerous ceramic stores on both
sides of the road, tourists should visit Bat Trang Porcelain and Pottery Market where
they can directly make pottery products by themselves. The pottery-making experience
attracts a lot of tourists and young people who are interested in handcraft and willing
to spend a whole day in the market to make a gift for family or friends.
Recently, in Village No.5, Bat Trang Commune, a construction named Bat Trang
Pottery Museum has almost completed on an area of 3,700 square metres. With a
building cost of VND150 billion, the museum is a part of the project “Quintessence of
the Vietnamese craft village” of Quang Vinh Ceramic Co., Ltd. and the Hanoi
Handicraft and Craft Villages Association with the aim of developing Bat Trang. The
design of the museum was inspired by pottery wheels – the signature tool of potters.
From above, it looks like a giant ancient pottery kiln of the ancient Bat Trang people,
making the most of Bat Trang Village's ancient materials such as traditional ceramic
tiles, mosaic tiles, and baked tiles. Planned to be put into operation in June 2021, the
museum is expected to bring more tourists, especially young people closer to Bat
Trang and its cultural values. 
Located adjacent to Bat Trang pottery village is Ecopark Urban Area. It is the largest
planned urban area in the North of Vietnam with a total area of up to 500 hectares. In
particular, excluding the natural water surface area, the area of trees and lakes has
reached 110 hectares, ensuring a green and fresh environment in the city. In hopes of
developing into a green, prosperous and sustainable community, Ecopark Urban Area
is fully invested in infrastructure, transportation network, education system, health
care, commercial services, tourism, and entertainment. Taking a short tour to Ecopark,
visitors will have the opportunities to experience an array of intriguing outdoor
activities such as camping, cycling, BBQ parties, karaoke, and Clubhouse services
including swimming, Jacuzzi, and Sauna. 
A weekend tour to Bat Trang and Ecopark would be a pleasant trip for busy people
with little free time and those who are eager to learn about and preserve traditional
cultural values. This is also a precious opportunity for friends and family members to
get closer to each other through a series of bonding activities included.
2. SWOT analysis

*Tour analysis

2.1. Strengths
The strength of the Bat Trang – Ecopark tour is the experience of combining modern
and ancient, which is quite ideal for those with limited expense and time. More
specifically, the cost is significantly lower than that of other agencies' tours. Our day
tour in Bat Trang and Ecopark normally costs approximately 650,000VND; however,
our day and night tour only costs 990,000VND for adults and 790,000 VND for
children under 11. Furthermore, if you go with a group of more than ten people, you
will receive a 10% discount per person to save even more money. During the tour, the
customers will not only gain knowledge about a time-honored tradition and primitive
culture but also gain the opportunities of involving in a variety of intriguing activities
during a short period of time.
2.2. Weaknesses
Our tour's main weakness, on the other hand, is that we are unable to approach foreign
tourists due to the Covid-19 pandemic. The short duration is also a significant issue
because it cannot fulfill the experience of a tourist who is interested in taking a long
trip or discovering new places and is likely unappealing to those who have already
visited these places.
2.3. Opportunity
Regarding the tour's opportunity, Bat Trang is still known as a ceramic and pottery
manufacturing and trading village, so the tour will provide an opportunity to develop
local tourism. Specifically, once the Pottery Museum is fully operational, it is possible
that it will be able to attract more tourists, particularly those who do not have time to
travel long distances.
Regarding the opportunity of the tour, the tour will provide an opportunity to develop
local tourism because Bat Trang is still known as a ceramic and pottery manufacturing
and trading village. Specifically, when the Pottery museum is totally put into
operation, it is plausible that it will be able to attract more tourists especially people
not having time fpr long journey. As a result, local residents will be able to earn more
money as a result of tourism, and they will be more aware of the importance of
fostering a stronger culture in their community. The growing number of visitors also
means that a younger generation is becoming more aware of the importance of
preserving traditional cultures.
2.4. Threats
At the moment, the tour is facing a dilemma that may prevent it from operating. If
there are any infected people in society, the tour must be canceled following the
government’s policy, which could have a significant impact on economic
development. Furthermore, as the Pottery Museum draws more visitors to Bat Trang,
the product will pose a competitive threat to other agencies.
*Destination analysis
2.5. Strengths
Bat Trang Ceramics Village has long been renowned for being home to a great
diversity of local artisans combining both traditional and modern techniques in order
to create charming porcelain artworks. Hence, one of the most outstanding and
superior strengths of Bat Trang ceramic village is the time-honoured and archaic
tradition of manufacturing pottery. Not only do visitors possess the ability to purchase
some of the finest handmade ceramic products in Vietnam, but they can also observe
the entire sophisticated pottery-making process and make a take-away ceramic gift for
family or friends by themselves. Nowadays, visitors can explore its tremendous
ceramic stores and workshops to browse through an extensive selection of vases,
bowls, cups, and plates which are well-chosen and exhibited.

Another plus point of this destination should be its favorable position. Located about
13 kilometers southeast of Hanoi, Bat Trang Village, thus, can easily be reached by
joining a day tour with various choices of transportation. Situated next to the Red
River within the Gia Lam District, Bat Trang Ceramics Village is also said to occupy a
dominant position throughout history of the ceramics industry in Asia since being
close to trading ports Thang Long and Pho Hien, which play a crucial role in the
development of Vietnam's foreign trade, a "gateway" for Vietnam to reach
international markets.
Bat Trang Porcelain and Pottery Market is the best place if you ever desire to create
your own ceramic piece. To be more specific, it costs about VND 10,000 upwards to
join its pottery-making workshops, plus VND 50,000 for the artisans to bake and glaze
the final product.

 
.

Moreover, the tourists would favourably be impressed by the friendly local people in
Bat Trang. During your visit to this notable tourist attraction, you will barely
encounter any hindrances because the local inhabitants are utterly willing to offer you
substantial assistance and guidance if needed. 
Regarding the second destination of our tour - Ecopark, this place not only owns a
large land bank of up to 500 hectares but also has a peaceful Bac Hung Hai river
flowing through it. Additionally, waterways and vast trees, lush vegetation have
definitely turned this place into a huge "lung" in the southeast of the capital, a
refreshing inhabiting environment to escape from hectic urban life.
Ecopark is only 10 minutes drive from Bat Trang Village and advantageously
connected to everywhere with a perfect transportation system. Traveling to Ecopark is
extremely convenient with a free high-quality bus system for residents, providing more
than 100 continuous runs throughout the day. 
Not only is Ecopark clean, green and beautiful , leisure activities here are also
extremely variable when equipped with the efficient system of utilities to meet the
living and entertainment needs of modern residents and visitors. It is a complex of
commercial townhouses, park systems, Kolorado (for kids), sports complexes,
swimming pools, club houses, water lilies, squares and promenades. Therefore,
Ecopark is undeniably the most reachable destination with a luxurious lifestyle.
2.6. Weaknesses
Besides obviously tremendous strengths of Bat Trang, this place currently lacks
investment as well as funding for business development and promotion for tourism.
Moreover, entertainment activities are still quite simple and rudimentary (only pottery
making and pottery shopping), which seems less attractive to various types of tourists,
especially the youngsters. Moreover, the infrastructure in Bat Trang is still not well-
built and insufficient, which cannot meet the sharply unprecedented demands of
tourists these days to some extent. In addition, marketing strategies are experiencing
ineffectiveness because the scope of business here is quite separated and small (most
households run their own small and spontaneous business).
 2.7.Opportunities
Hanoi has long been the capital of a thousand years of civilization in Vietnam, among
which Bat Trang ceramics are a pride of Hanoi. When international tourists come to
Vietnam, they want to experience its traditions and culture; Bat Trang Ceramics
Village, hence, is one of the top options, which has opened up a great deal of
opportunities for development in the long run.
Bat Trang Ceramic Museum, which is built with inspiration from the curves of pottery
wheels, is becoming a newly unique destination for Hanoians and attracting more
tourists as well as inbound and outbound investment in the future. The museum
actually plays as a part of the project “Quintessence of the Vietnamese craft village” of
Quang Vinh Ceramic Co., Ltd. and the Hanoi Handicraft and Craft Villages
Association with the purpose of developing the craft village. For this reason,
increasing investment may facilitate many households to improve their production
force, enhance techniques and broaden production, which contributes to our nation’s
socio economic development.
 

 
In recognition of the crucial roles of craft villages and rural handicrafts, the Party and
the State have provided guidance and implemented a variety of policies on the
development of rural craft villages to promote rural social economic development,
stimulate economic mechanism towards industrialization and modernization, create
more local job opportunities, improve cost of living,... 
Household production is the major and frequently seen  business model in Bat Trang
Village, which requires the engagement of all family members including women and
children. To be more specific, children also contribute to the production process when
they are a kid, it is an advantage to remain and nurture their love for the country,
which also plays an important role in preserving the historic and traditional culture.
In the globalization era, Vietnamese craft villages are forced to utilize science and
technology to be able to survive. The craft villages now can also sell their products
online thanks to the presence of many e-commerce platforms and consumption
channels, which enables them to make customers involved in product designing and
patterning.
2.8.Threats
In the context of globalization and prevailing multinational firms, domestic products
will definitely face such a severe competition on both national and global scale; hence,
the villages themselves are in urgent need to create their own attraction presented in
their unique products. Craft villages such as Bat Trang Ceramics Village should
conduct more research about the aesthetic tastes of visitors all around the world to
innovate technology  as well as changing and renovating designs of their products,
particularly handicraft ones with a view to adapting to the current trends.
Bat Trang pottery village is operating at the household level, and relies on outdated
technology, and as a result, will find it hard to fulfill large orders. Suffering from the
impacts of economic recession, as well as a lack of capital, problems with the
sustainability of the material supply source, shortfalls in management and importantly,
little recognition for the artisan's work, Vietnam's craft villages could be lost. 
Regarding the aspect of environmental preservation, there will be much likelihood that
the ecosystem and natural environment in both Bat Trang and Ecopark experience
such a quick degradation and serious pollution because it is adjacent to the bustling
city of Hanoi. The more tourists there are, the more possibilities of causing enormous
damage on the heritage building and historical sites in both places.
 
 
 
The strength of the Bat Trang – Ecopark tour is the experience of combining modern
and ancient, which is quite ideal for those with limited expense and time. More
specifically, the cost is significantly lower than that of other agencies' tours. Our day
tour in Bat Trang and Ecopark normally costs approximately 650,000VND; however,
our day and night tour only costs 990,000VND for adults and 790,000 VND for
children under 11. Furthermore, if you go with a group of more than ten people, you
will receive a 10% discount per person to save even more money. During the tour, the
customers will not only gain knowledge about a time-honored tradition and primitive
culture but also gain the opportunities of involving in a variety of intriguing activities
during a short period of time.

On the other hand, our tour's biggest weakness is its short duration. It cannot fulfill the
experience of a tourist who is interested in taking a long trip or discovering new
places.

Regarding the opportunity of the tour, the tour will provide an opportunity to develop
local tourism because Bat Trang is still known as a ceramic and pottery manufacturing
and trading village. Accordingly, local residents will be able to earn more money as a
result of tourism, and they will be more aware of the importance of building a more
 strong culture here. The growing number of visitors also means that a number of
young people are becoming more aware of the importance of preserving traditional
cultures.

At the moment, the tour is facing various threats that cannot be approached by foreign
tourists due to the complicated situation of COVID-19 pandemic, travel restrictions,
and border closures worldwide. Furthermore, if there are any infected individuals in
society, the tour must be canceled as a matter of government policy, which may lead to
a huge disadvantage to economic development.

3.1. Customer segment

- Age: 18-35
- Occupation: family (with kids), young couple, students, white-collar workers,
foreigners love to explore culture and outside activities.
- Lifestyle:
• Having little leisure time for traveling
• Having a low budget for traveling
• Wanting to hang out with friends, nuclear family members, and colleagues
• Using social media: looking for tour information, posting review photos
3.2. Product

Time Details
07h30 - 08h30 • Get picked up at No.1 Vong Duc street 
Arrival • Arrive at the Gate of Bat Trang Village 

08h00 - 11h30 • Explore unique values and impressive designs of pottery. The
tourists will have an overview about the change of color,
Visit Bat Trang shape, and pattern on the surface of the pottery.
Ceramic Museum • Enjoy the ancient beauty of Bat Trang Communal House
& which is a masterpiece of ancient wooden architecture, inside
Bat Trang it also preserves a lot of artifacts such as ceramic motifs, blue
Communal House glaze, ceramic stamping set, dragon vase before the 15th
century.
11h30 - 13h00 • Have lunch at a restaurant. Tourists will have a chance to try
 Lunchtime at The dish which most of the tourists have to give a try is Canh
restaurant mang muc (Bamboo and dried squid soup).
• Short break at local Coffee shops.
13h00 - 16h00 • Tourists will be guided by the artisan how to shape the product
Experience pottery from the clay. While waiting for potteries to dry, tourists can
making go to the market and buy some souvenirs for friends and
family.

16h00 – 18h00 • Arrive in Ecopark

Team building • Free individual activities (swimming, clubhouse, sauna, gym,
activities kolorado for kids, spa,...)
18h00 – 22h00 • Tent building and BBQ party
• Fresh ingredients (bamboo tube rice, barbecued goat, pork),
BBQ party outside grills along will other cooking tools will be prepared in
advance

20h00 – 22h00 • Entertainment activities (Live-band, karaoke,…)

Night Gala • Rest in stilt houses
07h00 – 08h00 • Get back to Hanoi
(The next day)

3.3. Unique value proposition

• Explore le Monde is always willing to offer a bundle of products, specifically:
- Packages depend on the number of tourists joining the tour
- Packages depend on age: Similar age group, wild range of age group, teenager group,
middle age group…
- Packages depend on the customer's traits: colleague, family, friends…
• Every customer’s first concern, safety, is also our first priority. Safety is
guaranteed during the trip.
• In terms of service, customers are helped to accomplish the necessary
procedures such as buying tickets, hiring rents… Moreover, we offer diverse meal and
activity packages and that can meet their demands, in particular:
- Picnic foods: are suitable for Family (with kids), Young couple
- BBQ parties: are suitable for Students, white-collar workers, Foreigners who love to
explore Ecopark
- Nature discovering activities: are suitable for Family (with kids)
- Team building activities: are suitable for Students, White-collar workers
3.4. Cost – Price – Revenue
3.4.1. Cost structure
Ord. Section Estimated cost in % of
1 revenue
month
1. Selling and Marketing
1.1. Direct cost 7,8%
a Online ads: traffic generation costs from 3.000.000 VND
search engines, social media, and other
online ads
b Offline ads: brochure,... 1.000.000 VND
1.2. Indirect cost 25,2%
a Marketing employees part-time: 4.000.000 4.000.000 VND
VND/person (1)

b Selling employees:(3.000.000salary cap 6.000.000 VND

+ % commission) 6.000.000
VND/person (1)
2. Product 64.7%
a Transportation fee: 750.000 - 1.000.000 4.000.000 VND
VND/day + Tickets to send cars under
10 seats: 20,000 VND / car; Tickets to
send cars with over 10 seats: 25,000
VND / car
b Clubhouse service: 50.000 VND/ person 4.000.000 VND
Making pottery: 50.000 VND/person

c Lunch: 100.000 VND/person (Restaurant), 4.000.000 VND

Dinner: 150.000 VND/person (BBQ) 6.000.000 VND
(surcharge 50.000 VND/person
onweekend)
d Karaoke & live-band: 87.500 VND/
person
Accomodation: 100.000 VND/ person
3.500.000 VND
4.000.000 VND

e Travel insurance: 4.500 VND/person 180.000 VND

Total 39.680.000 VND

Profit per month = Revenue per month - Total cost

= 47.500.000 - 39.680.000 = 7.820.000 VND
3.4.2. Proposed tour price

Group Weekend

1-5 people 790.000 - 990.000 VND/person

5-10 people 751.000 - 941.000 VND/person

10-15 people 711.000 - 891.000 VND/person

The total includes:
• 10% VAT
Transportation fee:
• Renting car: 750.000 - 1.000.000 VND/da
• Tickets to send cars
- Under 10 seats: 20,000 VND / car
- Over 10 seats: 25,000 VND / car.

• Costs of making pottery: 50.000 VND/ person

• Lunch: 100.000 – 150.000 VND/person (Restaurant),
• Dinner: 200.000 - 250.000 VND/person (BBQ) (surcharge 50.000
VND/person on weekend)
• Clubhouse: 50.000 VND/ person
• Karaoke & live-band: 88.000 VND/ person
• Accomodation: 100.000 VND/ perso
• Travel insurance: 4.500 VND/person
• Bao Viet Insurance
• Inbound Travel Insurance

What it covers:
• Emergency Medical Assistance
• Personal Accident
• Baggage and Personal Effects
• Trip Assistance
• Personal Liability
3.4.3. Streams of revenue
40 x 990.000 + 10 x 790.000 = 47.500.000 VND
( Suppose: average 5 group of 10 people booking a tour/week => 1 month (4 weeks)
3.5. Promotion:
The more modern the world becomes, the more methods can be applied to promote
the tour. There exist a huge number of means to draw customers’ attention to the
Bat Trang and Ecopark tour as follow:
1. Online platform
● Collaboration with online influencers
Using online influencers as a way of marketing for hospitality and tourism agencies
is becoming more and more popular for a reason. Influencers are people who have
established a following around their personal online brand: Think bloggers,
YouTube vloggers, Instagrammers, etc. Many influencers have large followings and
a highly engaged audience. They have been creating content for a specific niche for
a long time and their audience is always happy and even eager to see more from
them. Because our target customers are families, young couples, white-collar
workers, and foreigners; famous families, or travel bloggers would be nice choices.
● Official website: explorelemondevn.wordpress.com
On the official website, customers could find information about the company, the
tour, and contact to book a tour or they can directly book on the website. Besides,
on our official website, there are a lot of articles which are written by travel
bloggers. These articles are about telling stories, sharing unique insights about the
destination, travel tips, etc. Moreover, they can find the link leading to other SNSs
like Facebook or Instagram.
● Social networking sites (SNSs)
Social media is one of the most effective marketing channels for the tourism
industry. Sharing of content, videos, and images also influences Search Engine
Optimization (SEO) efforts in that they often increase relevance in search results
within social media networks like Facebook, Twitter, YouTube, and Instagram and
search engines like Google and Yahoo.
Facebook is perhaps the best social media platform for tour and activity providers.
On our Facebook page, customers can find attractive content – articles, videos,
feedback of experienced customers, or even book a tour through sending messages. 
Instagram has one billion monthly active users. That’s a lot of people to get our
brand in front of. If we focus on sharing tour information and travel experiences on
Facebook, with Instagram, there are numerous beautiful pictures about our
destination: Bat Trang Village and Ecopark. This is the website where we will share
memorable moments when customers experienced our tour. People could find our
pictures through hashtags.
Furthermore, our company also has Youtube and Tiktok accounts which we can
share our videos about our tour and destinations.

b. Offline platforms:
● Brochure
The brochure is a traditional main source of information and an important sales
tool. Because most of the customers won’t know our destination deeply, an
informative guide is something that they would consider extremely valuable. Our
brochure is skimmable, easy to read, and understand. No matter how good it is, very
few people will read it word for word. Therefore, our brochure has high-quality
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photos and professional design which share lots of ideas for things to do and places
to see in our tour, as well as all of the other important information about our
destination. 
● Workshops
Our company organizes many workshops at schools around Hanoi. In our
workshop, people could have more knowledge about the history of ceramic,
especially Bat Trang ceramic, and how to make ceramic products. Moreover,
attendants could also observe Bat Trang ceramic products and buy them if
they want. These workshops would make people more interested in these
traditional activities. It’s also known as engagement marketing and it enables
people to interact with the company one-on-one.
Experiential marketing is very different from traditional marketing
strategies. Instead of spreading our message through traditional marketing
tactics like print ads or commercials – messages that people don’t want to
see or hear – you’re allowing people to interact with our products in a fun
way. Besides, if attendants are pleased and have an interest in our tour, they
could recommend their acquaintances. Word-of-mouth advertising is unpaid,
organic, and oh-so-powerful. A recommendation from a friend, colleague, or
family member has built-in credibility and can spur dozens of leads who
anticipate positive experiences with your brand. Last but not least, when
customers join our workshop, they could also receive vouchers to reduce the
price of the next booking or a gift.
4. Action plan
a. Marketing research (1st April)
We created a survey conducted on-demand for traveling with 115
participants. After 2 days, we collect these results:
☼  finance most affects traveling: 86.7%
☼  busy and willing to take a short tour at the weekends: 88.6% 
☼  not travel much due to limited budget: 81.6%
☼  prefer tours which last 2-3 days: 47.4%

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b. Tour itinerary development (3rd April)
This stage includes the determination of a summary tour program including
the destinations along with the duration of stay, accommodation and
transportation facility, locations for sightseeing, etc. 
c. Test drive tour itinerary (8th April)
It is very important to have a 'dry run' of our tour itinerary to ensure our team
gets the timing right. All of the members take a trip to Bat Trang village to
have real experiences and test how our tour operates.
d. Costing of the tour package
This stage includes the calculation and determination of the cost of the tour
package including the cost of all facilities to be provided by the tour
operator, fare of travel, accommodation charges, food cost, and other charges
and expenses to be made during the tour duration of 1 day 1night. The
pricing of the tour can be based on a cost pricing strategy or a market-based
pricing strategy.
e. Complete the tour (15th April)
At this stage, we analyze the strengths, weaknesses, opportunities, and
threats of tour and destination. Our team reviews all of the tour’s sectors,
comment and edit to create a better version. 
f. Organizing marketing plan (17th April)

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 At this stage, we create and design our social networking sites. After that, all
members write articles, make videos, and post on social networks.  Besides,
our team designs the brochure of the tour package which will provide all the
required and relevant information. 
5. Conclusion
In conclusion, our product has gone through a long process to be officially
operated. By applying knowledge learned in English for Tourism subject, we are
now able to design a basic tour. When designing this tour, our team has faced
numerous difficulties including analyzing all of the strengths, weaknesses,
opportunities, and threats of tour and destination; costing of the tour package.
However, we still gain a lot of experience and lessons about conducting a tour.