DIGITAL MARKETING APPLICATIONS IN TOURISM INDUSTRY VIA A CASE STUDY OF MTC - MY TRA COMPANY IN VIETNAM

Abstract

Currently it is necessary to suggest digital marketing plans and applications in tourism industry in Vietnam as well as emerging markets in order to support the development of this sector in coming years.

First, authors use quantitative econometric model for MyTra (MTC) travel joint stock company is listed in Vietnam stock market and find out:  impacts of six (6) macroeconomic factors on stock price of a joint stock travel company, MyTra (MTC) in Vietnam in the period of 2014-2019, both positive and negative sides. The results of quantitative research, in a six factor model, show that the increase in risk free rate has a significant effect on increasing MTC stock price with the highest impact coefficient, the second is decreasing CPI, lending rate and exchange rate.

Second, this study figure out digital marketing can help MyTra company to increase tourism revenue and profits and suggest solutions for more effective marketing activities.

Last but not least, This research finding and recommended policy also can be used as reference in policy for tourism system and commercial bank and relating governmental agencies.