| Author | Dang Vu Tri Dung |
| Note | A project submitted in partial fulfillment of the requirements for the degree of Master of
Business Administration (Executive) in International Business –
Management of Technology, School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | It is hard to a consumer for making a purchasing decision of an intangible product such as
tourism service if he does not perceive well of the service providers. This has been vividly
proven in the case of Peace Tour, a Vietnamese state-run enterprise founded in 1989, one
of the leading travel companies in Vietnam’s tourism industry. In spite of the fact that, for
years, the firm has spent time and efforts in building its brand name, it is still not strong
enough for customers to perceive and choose among large amount of brands available in
Vietnam tourism market. More importantly, in the process of global integration, like other
enterprises, the company has faced fiercer competition not only with the domestic rivals
but also with international ones with powerful financial capability, with far more
experience in tourism development and business operation. Building strong corporate
brand has become the hottest topic which has inspired not only the Board of Directors but
the whole company.
So far, there has been no study on Peace Tour brand. Thus, the study on the perception of
customers on Peace Tour brand is quite important for the firm to identify its image in
customers’ mind. It also helps the firm in building its strong corporate brand by
recommendations which have been drawn from the study. |
| Year | 2009 |
| Type | Project |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Chairperson(s) | Swierczek, Fredric William |
| Examination Committee(s) | Neal, Mark;Michita Champathes Rodsutti |