1.    Introduction

-        Overview of the current market context of the selected field, some specific data can be given. Show how it is beneficial/detrimental to the business.

Example:

-        Current market context: After controlling the COVID-19 epidemic, with many synchronous solutions, the first 5 months of 2022 recorded a strong recovery of Vietnamese tourism.

-        Specific data: During the initial five months of 2022, international visitors to Vietnam reached 365.3 thousand people, 4.5 times more than the same period in 2021. According to the Vietnam National Administration of Tourism, most Korean and American visitors to Vietnam come to Vietnam.

-        Impact: This situation creates significant potential for Vietnamese tourism enterprises such as Vietravel.

            (Communist Party of Vietnam Online Newspaper)

-        Summarize the business situation and the key objectives of the company.

Example: Founded in 1995, Vietravel is the pioneering enterprise in transportation tourism, securing a steadfast position within the sector. Despite the growth of the tourism sector, which has given rise to various competitors like Saigon Tourist and Hanoi Tourism, Vietravel continues to be the foremost name in Vietnam's tourism services and travel industry, making a lasting impression on its customers with the message of "Enhancing the quality of life."

-        Mention the chosen/assigned segment and the chosen digital platform.

Example: In this article, various customer segments are examined, and Mental and wellness travelers are recognized as the most favorable target audience for Vietravel. Utilizing McKinsey's customer journey model, we gain a deeper insight into customers' media touchpoints and propose suggestions for implementing effective digital strategies on TikTok, the globally trending social platform.

2.    Customer profiles

-        General description of the target customers.

Example:

Vietravel has categorized its services into two divisions: "travel and discovery," catering to individuals who enjoy exploration and entertainment; business or work, targeting professionals, investors, and business associates;

In 2022, a noteworthy 83% of international arrivals in Vietnam were categorized as leisure travelers (VNAT 2022). With many historical and cultural relics and folklore festivals in all provinces and cities, spiritual tourism in Vietnam has long developed, meeting the needs of both tourism and pilgrimage. There are nearly 15,000 pagodas across the nation, accounting for nearly 40 percent of the nation’s relic sites. Nearly 500 have been recognized as national relic sites and become tourist attractions. (Vietnamtourism.gov). According to the General Department of Tourism, spiritual tourists account for a large proportion. According to statistics in 2019, of the 85 million domestic visitors, there were 34.85 million visitors to spiritual places (pagodas, temples, palaces, holy buildings), accounting for about 42%. (People's Deputies Online Newspaper)

Apart from leisure tourism, Vietnam's strategic geographical location has made it an emerging economic hub in Southeast Asia, attracting a significant number of business travelers who set up offices or factories. During the initial seven months of 2023, Vietnam attracted foreign direct investment totaling 16 billion USD, marking a 4.5% rise compared to the preceding year. (vovworld - 2023)

-        Describe the target customers with clear identification of sub-segments using different segmentation variables, including geographics, demographics, psychological, and behavioral, of which web graphics are included.