COMM2694

PROFESSIONAL COMMUNICATION STUDIO

HANOI CITY CAMPUS

ASSIGNMENT 3

EXECUTION PLAN
REPORT

Nguyen Duy Anh - s3778375

DOU
DOU Dao Nhat Vi - s3743991
Bui Tung Giang - s3773126
Nguyen Hong Nhung - s3773680
 TABLE OF
CONTENTS
I. BACKGROUND 4
Brand overview 5
Situational analysis 5
Challenge 5

II. TARGET AUDIENCE 6

Target Audience 7
Insight 8
Consumer Persona 8
Consumer Journey 9

III. KEY MESSAGE & CREATIVE CONCEPT 10

Key message 11
Creative concept 11
Art Direction 11
Rationale 12
IV. GOAL & OBJECTIVE 13
V. STRATEGIC PLAN 14
VI. EXECUTION PLAN 16
Phase 1 17
Phase 2 22
Phase 3 27

VII. MEDIA PLAN & BUDGET 33

Media plan 34
Budget Allocation 35

VIII. EVALUATION 36
REFERENCE LIST & APPENDIX 38
Reference List 39
Appendix 41
3
 COMM2694

I.
BACKGROUND

DOU
DOU
4
BRAND OVERVIEW
Trip.com is a global online travel agency operated by
Trip.com Group Limited, one of the world's leading
one-stop travel platforms with a 20-year global
network (Trip.com n.d.). Trip.com provides lodging
reservations, transit ticketing, packaged tours, and
corporate travel management, all with strong
backing from the holding corporation.

The company acts as an online agent for travel

services such as air-ticket delivery, online check-in,
online seat selection, and real-time flight status, self-
guided leisure travellers packaged trip programs with
a variety of transportation options, including flights,
cruises, buses, and car rentals. (Trip.com n.d.).

SITUATIONAL ANALYSIS
After a long time of national lockdown, online travel agencies (OTAs) such as
Booking.com, Traveloka and Agoda are dominating the Vietnamese tourism market
with 80% of the market share (Anh 2018). The majority of international tourists entering
Vietnam use the services of foreign online travel platforms. Even domestic tourists use
the services of foreign OTAs instead of Vietnam. Therefore, with a strong reputation and
long time experience, foreign OTAs are on the rise of taking over the industry from
other offline services as well as traditional bookings (Euromonitor International 2021).
However, as a new player in the market, the impact of Trip.com in the market share is
quite modest.

CHALLENGE
Although other experienced OTAs have built a strong reputation in the
Vietnamese market, they still have to handle complaints about customer
service (Appendix 1).

Because of relying on international communication strategies, some

international travel agencies such as Booking.com, Airbnb and Agoda still
struggle in creating a familiar brand image among Vietnamese customers
(Appendix 2).

As a newcomer in the Vietnamese market, Trip.com can be considered as a wind of

change for the Vietnamese Tourism industry. There is always an opportunity for
Trip.com to not only fulfill customer's satisfaction but also generate a familiar brand
image among them.
5
 COMM2694

II.
TARGET AUDIENCE
Population Size: 8.5 Millions (Appendix 3)

DOU
DOU
6
TARGET AUDIENCE
Demographics
Millennials and Early Gen Z (1988 - 2000).
Travel budget: From 5 Million each.
Income: 10 to 20 millions.

Geographics: Ho Chi Minh city, Hanoi, Da Nang and Hai Phong are the targeted areas
(Appendix 4).

Psychographics
Open-minded, sociable.
Being interested in travelling.
Tends to be influenced by others' reviews and comments on the Internet from
different sources in terms of tourism (PartnerSucess 2021; Lam Da 2021).
Experiences and product quality are their top priority when choosing a product
(AimAcademy 2021).
Being keen on brands attaching to the value of Vietnamese cultures and traditions
or showing social responsibilities (Nielsen 2018; Luong Hanh 2022).

Behavioural
Tends to choose self guided tours instead of packing tourism (Lam Da 2021).
Finding out destinations containing significant events and festivals (Nguyen My
2018).
Tends to harmonise themselves with and experience the life of local people
wherever going across (Thanh Trung 2022).

Purchase Behaviours
1 to 2 months is the time duration for preparing a trip (Appendix 5).
Other users' and families' comments are the reference channels before purchasing
(Tu Uyen 2021).
Applying information technology applications and the Internet to consider
destinations before travelling (Admin Itdr 2021).
Conducting brand searching across different social media platforms (DataReportal
2022).

Media Behaviours
Facebook, Youtube, Tiktok, Instagram are the most prevalent social media platforms.
Being able to absorb advertising pieces in very short times: 4 milliseconds (Thuy An
2022).
Considers Facebook, Google and local digital newspapers as the primary sources to
find out their travel inspiration and information (Appendix 6).
Being influenced by digital ads on Facebook, Instagram, and Youtube (DecisionLab
2021; DataReportal 2022).
7
INSIGHT
Fact: After the social distancing time, I am ready to back-to-travel. The trend of domestic
travel is blooming during the pandemic (Visa 2022). Therefore, after the social distancing
period, I want to explore new travel experiences in the country as my first option.

Tension: After the travel restriction during Covid-19, I found it difficult to find worthy
experiences from domestic destinations. Hence, it affects the process of planning trips
and making purchase decisions.

Gain: I am looking for a platform that can help me organise a worthy trip in a convenient
way.

CONSUMER PERSONA

8
Consumer Journey (Appendix 7)

9
 COMM2694

III.
KEY MESSAGE
&
CREATIVE CONCEPT

DOU
DOU
10
KEY MESSAGE
Trip.com always has multi-destination and a wide range of services to provide travellers
with where-to-live, how-to-go and thing-to-do to enjoy the most worthy experience like a
local citizen from planning to landing home.

CREATIVE CONCEPT
Key Visual
Inferring from the concept of the
winning ideas “Always On" (Trải
nghiệm mọi nơi, vui chơi mọi lúc), we
decided to use the image of footprint
to describe that Trip.com helps users
to be always-on move whenever they
want. Moreover, this creative idea also
takes full advantage of local travel
experience to make Trip.com become
more familiar with target audiences in
the upward trend of domestic travel
via the hashtag #LocoTrip.

To sum up, the combination of the

footprint and hashtag #LocoTrip
illustrates thatTrip.com enables
travellers to not only be more
convenient in managing their trip but
also to have travel experience like
indeginous people whenever they
arrive regardless of foreign and
domestic experience.

Rationale
ART DIRECTION
Logo
#2346ff
Primary

#ffb400
Secondary

#46AD96 #92A62B
Font
Avenir Black
#E85B14 #FFB000

11
 Moodboard

TONE OF VOICE

Inspiring Assertive Witty

RATIONALE

The key visual as well as the Mood and Tone of the campaign are based on
Trip.com’s brand colour and the combination of Vietnam's originalities (yellow,
green, red,etc). By using the brand colour, it can greatly create a strong brand
recognition for the entrance of Trip.com to the Vietnam market. On the other hand,
the secondary colour board brings resemblance to the local atmosphere, creating
familiarity for the target audience in Vietnam. These two elements will help the
brand establish a relationship with the audience in the early phase while still
appearing as an international OTA.

12
 COMM2694

IV.
GOAL &
OBJECTIVE

To obtain 40% of Target Audience’s awareness about

Trip.com’s presence in Vietnam from April to June 2022.

To have 35% of Target Audience aware of the TikTok

Challenge #LocoTrip from April to June 2022.

To achieve 10% of Target Audience having purchase

intentions on Trip.com from April to June 2022.

To gain 20% of positive attitude from Target Audience

toward Trip.com on social media by the end of June
2022.

DOU
DOU
13
 COMM2694

V.
STRATEGIC PLAN

DOU
DOU
14
 STRATEGIC PLAN
Duration: 3 months (April - June 2022)

15
 COMM2694

VI.
EXECUTION PLAN

DOU
DOU
16
PHASE 1
Trip "Nhập gia"
Trip.com started the launching campaign of Trip.com in Vietnam with the support of the
first phase called “Trip nhập gia”. In Vietnamese, “nhập gia" stands for the beginning of
something in a place, a family or even a nation.

This phase is responsible for raising the target audience’s awareness about the presence
of Trip.com in Vietnam as a convenient travel agency providing worthy experience like
the indigenous.
Message Breakdown

Trip.com is a global agency providing the

Vietnamese market with many travel services
and multi-destination.

Key Hook

(Link: https://www.youtube.com/watch?v=AREfM7VPX7M)
To attract audiences’ attention, a 15-second promotional video is executed on Facebook
and Youtube - two most prevalent social media platforms among target audiences in
terms of advertisement (DecisionLab 2021; DataReportal 2022). This type of video provides
advertising contents in a concise way to impress the target audience (Vilner 2017).

Overall, this promotional video announces the presence of Trip.com in the Vietnamese
market via the TikTok challenge relating to indigenous experience (#LocoTrip). More
specifically, using consumer-oriented content to highlight various recommendations
from local people will allow Trip.com attracts the audience’s attention about Trip.com’s
presence and the TikTok challenge.

→ The promotional video can enhance customer association toward Trip.com as a new
international OTAs in Vietnam that provides convenient travelling services as well as
worthy experiences.
17
STORYBOARD

18
SUPPORTING TACTICS
PHASE 1
PR articles

Digital Ads

PR articles and Digital ads are chosen for supporting tactics due to its
alignment with the target audience media behaviour.

PR Articles

On VnExpress, Kenh14, and Zing, PR articles will introduce the presence of

Trip.com in Vietnam together with its TikTok challenge (DataReportal
2022). Because this stage focuses on raising customers’ awareness,
prevailing digital newspapers were chosen instead of special newspapers
about tourism because it ensures that Trip.com can penetrate the mindset
of the largest number of potential customers. The more times the target
audience sees Trip.com, the more chances Trip.com can create a
relationship with the target audience.

Figure 1. Mock-up for Kenh14's article about the appearance of Trip.com in Vietnam.

Translate for PR article:

Welcome Trip.com to Vietnam, for young people who love to travel.

19
Digital Ads
PHASE 1
Facebook, Instagram and Youtube have significant influence on the
target audience (DecisionLab 2021; DataReportal 2022). Hence, Facebook
Featured Ads & Youtube Skippable In-stream Ads will be used along with
banner ads on online newspapers: VnExpress, 24h, Kenh14.vn, Zing,
most-visited websites in the Vietnamese cyber landscape (DataReportal
2022).

→ Because this phase focuses on raising awareness, choosing prevailing

digital newspapers instead of special newspapers about tourism will ensure
that Trip.com can penetrate the mindset of the largest number of potential
customers.

The dense appearance by using cross-channel marketing will ensure

that target audiences are aware of the presence of Trip.com in Vietnam.
Moreover, applying digital ads also helps Trip.com measure and detect
the results of campaigns more effectively.

Figure 2. Facebook Featured Ads mockup about "Đi đây đó. Có Trip. lo" campaign
(Vietnamese - left; English - right)

20
 PHASE 1

Figure 3. Youtube skippable ads of promotional video mockup.

Figure 4. Digital banner ads on VnExpress mockup.

21
 PHASE 1 - PHASE 2
CONNECTION

This promotional video acts not only as a media

tactic to attract customers’ attention on the presence
of Trip.com in Vietnam but also a call-to-action
message to appeal to people for sharing indigenous
experience to construct a community of convenient
travel style as a native via the TikTok challenge.

At the end of this video, Trip.com will raise some

appeals to invite viewers to participate in their TikTok
challenge “Care to explore? Share your Experience.
Be a Lô-Cồ”.

DOU
DOU
22
PHASE 2
Trip "Bản địa" PHASE 2
The second phase called "Trip bản địa" which means Trip.com has a wide
variety of local experiences. "Bản địa" is Local - belonging or relating to a
particular area, in this case is Vietnam.

Message Breakdown

Trip.com can provide the target audience a worthy

experience from planning to landing home.

Key Hook - #LocoTrip TikTok Challenge

Local Lô cồ Loco
Original Vietnamese Creative
pronunciation approach

The Challenge is a series of videos with unique experiences at different destinations in

Vietnam. Each video participated in the Challenge will attached with #LocoTrip #TripVN.
As the key activity of this phase, the main content of the phase will surround the hashtag.
The challenge is used to create a list of experiences as recommendations for the target
audience while travelling.

Figure 5. “LocoTrip” TikTok Challenge mockups.

23
RATIONALE
Due to the increasing amount of saturated information, viewers
PHASE 2
prefer to get content that is brief and vivid (Hai Dang 2021). TikTok is
becoming a powerful platform to entertain and absorb succinct
information through short videos with over 56% of the target
audience usage (Koi 2020).

By using the TikTok challenge, Trip.com will have another platform to

raise brand awareness, create relatable content and build a strong
community (Docherty 2020). In other words, by creating a hashtag
challenge on TikTok, users can now use hashtags to not only simply
express their thoughts on a trend, but also to search for and learn
more about the topic (Geyser 2021). Moreover, the hashtag challenge
can be viewed as an effective method to encourage the audience to
create brand-associated content (Paul 2020). Thus, it helps Trip.com
to gain popularity, widespread on this platform and increase
engagement among the target audience.

The requirements of TikTok challenge:

Use Trip.com's AR Filter
A knee level shoot must also be set as the thumbnail or placed at the
beginning of the video
Top 3 highest likes will receive a 5 Millions VND travel voucher when they
use Trip.com.

SUPPORTING TACTICS

KOC

Seeding

Google Ads

24
KOCs PHASE 2
In order to promote the challenge, 7 Key opinion consumers with 50 - 300K
followers on TikTok will be selected (Appendix 8). More specifically, these
KOCs will create and share a video on TikTok following the requirements and
using the hashtag #LocoTrip. They will introduce Trip.com to their viewers,
share their reviews as well as their own experiences when preparing their trip
with Trip.com.

Suggested content angles (ToV: Assertive, Witty, etc)

Explore historical and cultural sites
Culinary experience
Experience when using a package service (Hotel, air ticket, location, ....)
-> Trip.com will appear as a companion that helps them gain those
experiences.

Rationale
KOCs can help the challenge become more viral with their follower bases.
Moreover, as KOCs are ordinary users, hiring KOCs can increase the
legitimacy of products/services and assist Trip.com in building confidence
over time (Angelova 2020). Therefore, by making appropriate use of
numerous KOCs, Trip.com can yield a larger return on investment than
choosing only one KOL (Relevantadmin 2021).

Figure 6. Mockup for KOC thevudayy's video about indigenous experiences.

25
 PHASE 2

Seeding on Facebook Group

Create posts to promote, share experiences and opinions in 4 Facebook

groups related to travel in Vietnam that are Trạm du lịch, Review du lịch ,
Review du lịch có tâm , Checkin Vietnam (Appendix 9).

Figure 7. Selected Facebook

groups for seeding.

Rationale
As these Facebook groups are big communities when it comes to travelling and
reviewing travel experiences, seeding on these travel forums may support
Trip.com in raising a discussion about the brand's products and services in
Vietnam. Furthermore, interacting in these “echo chambers” also allows
companies to promote their content in places where target customers would
see and engage with (Carmichael 2021).

26
Google Search Ads PHASE 2
Using Google Autocomplete and Semrush to identify the most searched
keywords that are related to the term “Du lịch”. Select top 4 relevant
keywords that are: “Ứng dụng đặt vé máy bay”, “App du lịch”, “Ứng dụng
du lịch”, “Ứng dụng đặt phòng” (Appendix 10). When customers search for
these selected keywords, the official website, details of the TikTok
challenge and articles that relate to Trip.com will be popped out at the top
front of the search.

Rationale
Using Google Search Ads will
expedite the campaign's reach to
target audiences. Because the
official website and details on the
challenge are prominently
displayed, the target audience will
be aware of the challenge (Mai Van
2021).

Furthermore, choosing relevant

keywords to add on Google Search
Ads can give specifics for potential
clients who have studied and
looked for travel-related material
(Navee Asian n.d.).

If the target audience wants to

know more about the brand as well
as the TikTok challenge, searching
these keywords will help the target
audience to not only acknowledge
about the brand but also to receive
more information about it.

Figure 8. Mockup for google search ads.

27
PHASE 3
Trip "Sành sỏi" PHASE 3
The last phase called "Trip sành sỏi" which means 'refine'.
Key Hook 1

Key Hook 1 - Collaboration with hotspot locations from

“LocoTrip” TikTok challenge

From the TikTok challenge, a list of recommended places when travelling is collected. At
these hotspot locations, there will be QR codes for the target audience to scan and
download the Trip.com application. With each download, the target audience will receive
a discount at the store.

Figure 9. Mockup of hotspot location.

28
Key Hook 1 - Rationale PHASE 3
The collaboration creates mutual benefits among Trip.com, hotspot Key Hook 1
locations, and customers. Firstly, customers can receive the discount for
purchasing (at the restaurants, coffee shops,…) via downloading the app.
Besides, hotspot locations will accompany Trip.com to attract many new
customers to their store by promotion. It can reduce the budget for
promotion activities due to media support across businesses. Finally,
Trip.com can increase the number of downloads of the target audience.
Increasing the downloads can support further marketing plans such as
push-notifications, email, etc.

SUPPORTING TACTICS - 1
PR articles

Google re-targeting ads

PR Articles

The Vietnamese young usually do research when planning for a trip to

make sure they have the worthy experiences. The target audience often
uses online newspapers as familiar places to find hot deals and locations to
go. Kenh14, VnExpress, and Zing are three selected online newspapers
because they are the most visited online newspaper of Vietnamese youth
and have a category related to tourism or entertainment (Trinh Thuy 2021).
The content is related to the list of local's must visit places for customers
with QR codes programs. This tactic can draw customers to experience the
hotspot locations as well as the Trip.com’s app.

Figure 10. Mockup for PR articles about the hot deals and hot locations of Trip.com.
(Vietnamese - left; English - right)
29
Google re-targeting ads PHASE 3
Based on consumer journey, customers consider and compare between Key Hook 1
many platforms in terms of prices, services, and customers' feedback
before making purchasing decisions. Therefore, the application of google
retargeting ads to remind the target audience of Trip.com is necessary.
Google retargeting ads is utilised for target audience who researched for
travelling services or interacted with the TikTok challenge of Trip.com.

Key Hook 2 - Utilise the local tourism event

Figure 11. Mockup for "Special travel week" program on

Trip.com's website.

30
Key Hook 2 - Rationale PHASE 3
Key Hook 2
Trip.com needs to focus on pricing strategy during “Special travel
week" of each province to increase purchase intent of customers to
Trip.com. For example, "Hue Festival Week 2022" held in June is
expected to attract a lot of visitors. Therefore, Trip.com will offer hot
deals for Hue destinations at that time to attract the target customers.

“Special travel week" of each province usually attracts large numbers of

travellers so Trip.com can take advantage to enhance the target
audience's purchase intentions. Target audiences often compare
between services providers before each trip, so launching promotions
at this time will give the target audience a good impression that
Trip.com has a price advantage over its competitors.

SUPPORTING TACTICS - 2
Referal Program

Banner

Banner Ads

To enhance traffic to Trip.com's website and conversion to sale, the banners

ads on online newspapers are used. Banner ads will be placed on Kenh14 and
VnExpress to encourage the target audience to click on the banner and link to
the website or mobile app. The content focuses on promotional programs in
province travel week of Trip.com.

Figure 12. Mockup for Banner Ads for Kenh14 online newspaper.
31
Email/Push-notifications
PHASE 3
Key Hook 2
When customers have downloaded the app, Trip.com also has
customer's email address data. Therefore, the company can send
promotional information before the travel week of each province to
persuade them to make a decision for a travel service provider. Push-
notifications can remind customers about the hot deals and increase
purchase intention.

Referral Program

The tactics are based on trust-based

marketing to benefit from the
established relationship with
consumers (Indeed Editorial Team
2022).

This tactic is applied to retain the

current customers and attract new
users for Trip.com. Users can get 50
points for every download on
Trip.com app via referral code. The
program is promoted through all
Trip.com's communication channels.

Figure 13. Mockup for referral program.

32
 COMM2694

VII.
MEDIA PLAN
&
BUDGET

DOU
DOU
33
MEDIA PLAN
Link to high-resolution Media Plan & Budget
https://docs.google.com/spreadsheets/d/1-Lt5uYTMM8zzASE0hfJnjp7ocbTe2Vu2CSaaBsPq4_Q/edit%23gid=529721880

BUDGET

1 USD is equal to 23,098 VND. Therefore 678.5M VND is equal to 29,375USD.

34
 Figure 14. Budget Allocation for Communication Strategic phases.

According to the Figure 14, the largest amount of budget is allocated for Trip
“nhập gia” and Trip "sành sỏi", respectively 41.6% and 36%. Firstly, Trip.com should
spend a large amount of budget on Trip “nhập gia" because Trip.com has to
ensure its dense appearance in front of customers to raise customers’ awareness.
Besides that, a hefty investment on Trip “sành sỏi" boost the chance of Trip.com
becoming the final choice of customers. On the other hand, related to Trip “bản
địa", Trip.com should take advantage of earned media from the TikTok challenge
instead of spending money on paid media tactics because its target audience
tends to trust on Word-of-Mouth information instead of advertisement pieces.

Figure 15. Budget Allocation for media tactics.

35
 COMM2694

VIII.
EVALUATION

DOU
DOU
36
37
 COMM2694

REFERENCE LIST
&
APPENDIX

DOU
DOU
38
REFERENCE LIST
Admin Itdr 2021, 'Nhận định một số xu hướng trong thời gian tới đối với ngành du lịch Việt Nam', Itdr, 29 March, viewed 1
April 2022, <http://itdr.org.vn/nghien_cuu/nhan-dinh-mot-so-xu-huong-trong-thoi-gian-toi-doi-voi-nganh-du-lich-viet-
nam/>.

AimAcademy 2021, '7 insights nổi bật của thế hệ Millennials và bài học cho các thương hiệu', AimAcademy, 21 January,
viewed 5 March 2022, <https://aimacademy.vn/vi/marketing/insights-cua-millennials>.

Angelova, V 2020, ‘A shift from KOL to KOC marketing: Latest trends in China’, Brand House, 7 April, viewed 6 April 2022,
<https://brand.house/2020/04/07/a-shift-from-kol-to-koc-marketing-latest-trends-in-
china/#:~:text=What%20is%20a%20KOC%3F,consumers%20make%20a%20buying%20decision.>.

Anh HL 2018, ‘Foreigners account for 80% of the online travel market’, Nguoi Lao Dong, 30 March, viewed 17 April 2022,
<https://nld.com.vn/kinh-te/nuoc-ngoai-chiem-80-thi-phan-du-lich-truc-tuyen-20180330152014431.htm>.

Boundless Marketing n.d., ‘The Consumer Decision Process’, Boundless Marketing, viewed 6 April 2022,
<https://courses.lumenlearning.com/boundless-marketing/chapter/the-consumer-decision-process/>.

Carmichael, K 2021, ‘What Is Content Seeding & How Does It Work, Hubspot, blog posts, 1 December, viewed 6 April
2022, <https://blog.hubspot.com/marketing/content-
seeding#:~:text=Content%20seeding%20is%20a%20strategy,target%20audience%20and%20attract%20leads.>.

DataReportal 2022, Digital 2022 Vietnam, industry report, DataReportal, viewed 5 March 2022,
<https://www.slideshare.net/DataReportal/digital-2022-vietnam-february-2022-v01>.

DecisionLab 2021, The Connected Consumer - 4th quarter of 2021, market report, DecisionLab, viewed 5 March 2022,
<https://www.decisionlab.co/download-material-connected-consumer-q4-2021?fbclid=IwAR27CPyEic0Nfp2JGS8RTqJ-
H9SassEEK80aVMZvIVJtdgWJPn_8F2f_wuc>.

Docherty, K 2020, ‘12 TikTok Challenges to Inspire Your Next Campaign’, Later, blog post, 13 May, viewed 6 April 2022,
<https://later.com/blog/tiktok-
challenges/#:~:text=Challenges%20are%20a%20unique%20way,can%20use%20on%20the%20platform.>.

Euromonitor International 2021, Online travel and Intermediaries in Vietnam, Industry Report, Euromonitor
International, viewed 17 April 2022, Passport database.

Geyser, W 2021, ‘How Brands Can Use TikTok Challenges to Grow Their Business’, Influencer Marketing Hub, 23 August,
viewed 6 April 2022, <https://influencermarketinghub.com/tiktok-challenges/>.

Hai Dang 2021, ‘Vietnamese people love to entertain with short videos’, ICT News, 23 June, viewed 17 April 2022,
<https://ictnews.vietnamnet.vn/cuoc-song-so/tiktok-da-thanh-cong-thay-doi-xu-huong-xem-video-cua-nguoi-dung-
288143.html>.

Indeed Editorial Team 2022, ‘Referral Marketing: Definition, Benefits and Strategies, Indeed, 24 March, viewed 6 April
2022, <https://www.indeed.com/career-advice/career-development/referral-marketing>.

Koi 2020, ‘Why does Gen Z love TikTok? What potential for Vietnamese fashion with this application?’, Style-Republik,
7 April, viewed 17 April 2022, <https://style-republik.com/vi-sao-gen-z-chuong-tiktok-tiem-nang-nao-cho-thoi-trang-
viet-voi-ung-dung-nay/>.

Lam Da 2021, 'Các thế hệ du khách Việt khác biệt ra sao khi đi du lịch?', DestinationReview, 22 July, viewed 5 March
2022, <https://destination-review.com/cac-the-he-du-khach-viet-khac-biet-ra-sao-khi-di-du-lich/>.

Luong Hanh 2022, 'Millennials là gì? Những thói quen mua sắm của Millennials', Marketing AI, 22 February, viewed 5
March 2022, <https://marketingai.vn/millennials-la-gi/>.
39
Mai Van 2021, ‘What is Google Adwords advertising? How to optimise the cost?’, Sapo, 11 October, viewed 6 April 2022,
<https://www.sapo.vn/blog/quang-cao-google-adwords-la-gi>.

Navee Asia n.d., ‘WHAT IS GOOGLE ADS? WHY SHOULD NOT IGNORE THIS FORM OF ADVERTISING?’, Navee Asia,
viewed 6 April 2022, <https://www.navee.asia/kb/google-ads-la-gi/>.

Nguyen My 2018, 'Xu hướng du lịch trải nghiệm của giới trẻ hiện nay', Vietnam Hoi Nhap, 10 August, viewed 5 March
2022, <https://vietnamhoinhap.vn/article/xu-huong-du-lich-trai-nghiem-cua-gioi-tre-hien-nay---n-9965>.

Nielsen 2018, KẾT NỐI VỚI THẾ HỆ Z TẠI VIỆT NAM, market report, Nielsen, viewed 5 March 2022,
<https://www.nielsen.com/vn/en/insights/report/2018/insight-article-generation-z-in-vietnam/>.

Outbox Consulting 2021, Vietnamese travel sentiment report, screenshot Outbox Consulting, viewed 8 March 2022,
<http://outbox-consulting.com/research/ >.

PartnerSuccess 2021, '8 thói quen tiêu dùng & sinh hoạt của thế hệ Gen Z 2021-2022', Metub.net, 20 September, viewed 5
March 2022, <https://www.metub.net/blog/8-thoi-quen-tieu-dung-sinh-hoat-cua-the-he-gen-z-2021-2022-540.html>.

Paul, M 2020, ‘How to Use TikTok Challenge for Business, Social Media Examiner, 25 February, viewed 6 April 2022,
<https://www.socialmediaexaminer.com/how-to-use-tiktok-challenges-for-business/>.

Relevantadmin 2021, ‘KOL vs. KOC: What Are They and Why Do Brands Need Them’, Relevant Audience, 21 March,
viewed 6 April 2022, <https://www.relevantaudience.com/kol-vs-koc-what-are-they-and-why-do-brands-need-them/>.

Thanh Trung 2022, 'Du lịch trải nghiệm - xu hướng "xê dịch" nổi bật của giới trẻ hiện đại', Tuoitre, 24 February, viewed 1
April 2022, <https://tuoitrethudo.com.vn/du-lich-trai-nghiem-xu-huong-xe-dich-noi-bat-cua-gioi-tre-hien-dai-
190435.html>.

Thuy An 2021, 'Thế hệ MillenialZ tại Việt Nam tiêu dùng và mua sắm như thế nào?', VTV.vn, 21 January, viewed 5 March
2022, <https://vtv.vn/kinh-te/the-he-millenialz-tai-viet-nam-tieu-dung-va-mua-sam-nhu-the-nao-
20210129161808754.htm>.

Trinh Thuy 2021, ‘Top 9 most prestigious newspapers in Vietnam that you should read’, Review Nao, 23 July, viewed 6
April 2022, <https://reviewnao.com/nhung-to-bao-uy-tin-nhat-viet-nam/>.

Trip.com 2021, ‘Trip.com Group Limited Reports Unaudited Third Quarter of 2021, Financial Results’, Trip.com, 15
December, viewed 13 March 2022, <https://investors.trip.com/news-releases/news-release-details/tripcom-group-
limited-reports-unaudited-third-quarter-2021>.

Trip.com n.d., About us, Trip.com, viewed 13 March 2022, <https://vn.trip.com/?locale=vi_vn>.

Tu Uyen 2021, 'Hootsuite: Tất tần tật về Gen Z', Advertising Vietnam, 12 July, viewed 5 March 2022,
<https://advertisingvietnam.com/hootsuite-tat-tan-tat-ve-gen-z-p17089>.

Vilner, Y 2017, 'Why Videos Create Killer Brand Awareness (and 3 Tools to Match)', Inc., viewed 5 March 2022,
<https://www.inc.com/yoav-vilner/why-videos-create-killer-brand-awareness-and-3-tools-to-match.html>.

Visa 2022, ‘The majority of Vietnamese people choose to travel domestically in 2022 – according to Visa research’, Visa, 11
January, viewed 6 April 2022, <https://www.visa.com.vn/vi_VN/about-visa/newsroom/press-releases/nr-vn-220111.html>.

40
APPENDIX
Appendix 1: OTAs have to handle complaints about customer services.

41
Appendix 2: OTAs struggle in creating a familiar brand image among Vietnamese customers
(Case study from Traveloka)

Although Traveloka.com does not have the best indicator in terms of media
performance, Traveloka is still the top-of-mind brand when Vietnamese consumers
think about OTAs (Online Travel Agent). It can be understood based on these two
following reasons.

Building a certain branding strategy for the Vietnamese market.

Instead of relying on international communication strategies such as Booking.com,

Agoda.com, Traveloka.com endeavours to convey their communication messages with
suitable Vietnamese content via different tactics. It can be TVC on national television,
CSR campaigns in Tet holiday and so on. The appearance in close media touchpoints
with Vietnamese citizens in a dense frequency enables Traveloka.com to occupy a
position in the Vietnamese customers’ awareness.

Building brand trust for Vietnamese citizens via the support of Vietnamese
influencers.

A good key message does not ensure the success of a campaign. The appearance of a
good influencer, being suitable for the storytelling, can boost the credibility of what the
brand says. In this case, to build the brand trust of Vietnamese customers,
Traveloka.com endorsed some Vietnamese influencers such as to engage customers.
This makes Traveloka.com closer to Vietnamese people.

Appendix 3: Total population size of target audience

According to the
Population Pyramid
(2022), the total number
of Vietnamese persons
aged 16 to 30 years old is
around 20,979,734 people.
However, just 36.63
percent of people live in
major cities. As a result,
the campaign's target
population is about
8,500,000 persons.

42
Appendix 4: The living areas of the OTA's target audience in Vietnam
(Reproduce from Meta Audience Insights 2022)

Appendix 5: Purchasing behaviour of package tour travellers by generations in summer 2021.

(Captured from Outbox Consulting 2022)

43
Appendix 6: The most used news source in Vietnam by generation Q4 2021.

[INSIGHT REPORT] MOBILE DEVICE USAGE HABITS OF

VIETNAMESE MILLENNIAL TRAVELERS ON THEIR TRAVELS

Appendix 7: Data for Consumer Journey

Awareness stage:

https://www.facebook.com/gr
oups/lienminhdulichvn/perm
alink/1175065089929680

https://www.facebook.com/gr
oups/lienminhdulichvn/perm
alink/1173605206742335

https://www.facebook.com/gr
oups/lienminhdulichvn/perm
alink/618298895606305

https://www.facebook.com/gr
oups/lienminhdulichvn/perm
alink/730359104400283 44
Purchase Stage

45
Post-purchase
Touchpoints: Word-of-mouth, Social platform, Reviews Site, Forums, App Stores.

46
Appendix 8: KOCs popularity and engagement

Appendix 9: 4 Selected Facebook Group:

Trạm du lịch
<https://www.faceboo
k.com/groups/tramdu
lich>.

Review Du Lịch:
<https://www.faceboo
k.com/groups/69ao69
/about>.

Review Du Lịch có
tâm:
<https://www.faceboo
k.com/groups/728586
307582132/about>.

Checkin Vietnam:
<https://www.faceboo
k.com/groups/vietna
mlovers/about>.

47
Appendix 10: Suggested Keywords for Google Search from Semrush

48