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Accommodation Facilities Serving Phu Yen Tourism in the Period 2009 - 2019


Table 2.3. International tourist market information


Tourist survey form information

Number (people)

Proportion

%

Tourist survey form information

Number (people)

Proportion

%

Sex



Job



Male

61

59.8

Social and political field

14

13.7

Female

41

40.2

Science and research fields

20

19.6


Age




Currently a student


17


16.7

Under 18

4

3.9

Unemployment or other job

51

50.0


From 18 to 35


40


39.2


Purpose of the trip




From 36 to 55


51


50.0

Sightseeing, exploring nature


35


34.3

Over 55

7

6.9

Entertainment, relaxation, swimming

43

42.2

Impact Information

to tourists choosing Phu Yen




Learn culture and history


18


17.6

TV, radio, newspaper

12

11.8

For work purposes, other activities

6

5.9

Internet

52

51.0

Origin of the customer



Through the introduction of friends


11


10.8


China, NB, HQ


30


29.4

Introduction from travel companies


9


8.8


Southeast Asian countries


18


17.6

From other aggregated information


18


17.6


Russia


20


19.6

Number of visits to Phu Yen



Australia

12

11.8

First time

60

58.8

European countries

14

13.7

2nd time

35

34.3

Other countries

8

7.9

3 times or more

7

6.9




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Accommodation Facilities Serving Phu Yen Tourism in the Period 2009 - 2019

(Source: Actual survey results, 2019)


Number of visitors to Phu Yen: According to the survey results, the number of international visitors coming for the first time (58.8%); the second time (34.3%); the third time or more accounts for an insignificant proportion (6.9%). Compared to the domestic tourist market, the proportion of international visitors returning more than 2 times is higher.

Purpose of visitors' trip: the main purpose of international visitors to Phu Yen is to enjoy, relax, swim in the sea and visit and explore nature, these two purposes account for over 76.5%, exploring local culture, cuisine, visiting relatives (23.5%).

Occupational information of visitors: up to 50% of visitors are freelancers or unemployed; the number of unemployed international visitors who do not travel on tours but travel in pairs or groups to explore and learn on their own. This group of visitors has a low spending level. In addition, international visitors who are students or working in the fields of science, research, teaching, etc. account for a lower proportion (36.3%); the proportion of visitors working in socio-political fields with stable income and high spending ability accounts for only 13.7%.

Structure of international visitors: the majority of visitors come from China, Japan, and South Korea (29.4%); followed by visitors from Russia (19.6%); Southeast Asian countries (17.6%); Australia (11.8%); European countries (13.7%); other countries account for (7.9%); (Chart 2.3).


European countries 14%

Other countries 8%


China, Japan, Korea

29%


Australia 12%



Southeast Asian countries 18%

Russia 19%


Chart 2.3. Structure of international tourist market


Through chart 2.3, it can be seen that international tourists to Phu Yen are mainly from China, Japan, Korea, followed by tourists from Russia.


and Southeast Asian countries. These are the types of tourists with normal spending levels. Potential tourists with high spending ability from Western countries account for a very small proportion. To develop the international tourist market, in the coming time, it is necessary to focus on advertising, promoting investment to attract the market targeting the target market of Western tourists to Phu Yen.

In general, through the assessment of the characteristics of the tourist market along with the development of tourism products in the past, it can be seen that in Phu Yen, the construction of tourism products has not come from the research and assessment to correctly identify the target market and market needs. The construction of services and coastal resorts in the area is still massive, the design is mass, lacking the services that the market needs such as: beach sports, community ecotourism, and lacking additional products for foreign tourists. Current products only rely on available marine resources.

2.3.1.2. Tourism revenue

Table 2.4. Tourism revenue in the period 2009 - 2019


Year

Revenue (billion VND)

Growth Rate (%)

2009

253,800


2010

249,500

-1.7

2011

450,000

80.4

2012

500,000

11.1

2013

540,000

8

2014

675,060

25

2015

850,000

25.9

2016

997,500

17.4

2017

1,245,000

24.8

2018

1,556,000

25

2019

1,940,000

25

(Department of Culture, Sports and Tourism of Phu Yen province, 2019)

In the past 10 years, Phu Yen tourism revenue has fluctuated a lot. Tourism revenue has periods of rapid growth but also periods of slow growth. From 2009 onwards, Phu Yen has hosted many unique national cultural and artistic programs such as Sao Mai Diem Hen, Duyen Dang Viet Nam... which have begun to attract the attention of tourists.


2011 was a year of great success for the tourism industry of Phu Yen province with outstanding tourism revenue thanks to promotional activities and attracting tourists to participate in the national tourism year of Phu Yen - South Central Coast "Paradise of sea and island tourism".

From 2014 to present, tourism revenue has been relatively stable and maintained an average growth rate of 25%/year. By 2019, it had reached over 1.9 billion VND. Phu Yen province's tourism revenue has changed positively over each period. This is directly related to the number of visitors, length of stay and spending of visitors at the destination. In general, over the years, Phu Yen's tourism revenue is quite modest compared to other provinces in the South Central Coast region, but it has also marked a milestone in Phu Yen tourism development, including revenue contributions at tourist destinations.

In 2015, after the movie "Yellow Flowers on Green Grass" was shown, tourists flocked to the locality, concentrating most on sea and island tourist destinations such as: Ganh Da Dia

- Ganh Den, Mui Dai Lanh - Bai Mon, Tuy Hoa Beach; Bai Xep - Ganh Ong; Nhat Tu Son Island and associated tourist attractions: Thom Hill; Nhan Tower; Mang Lang Church; White Stone Pagoda and Thanh Luong Pagoda... Previously, Phu Yen province did not collect entrance fees at any tourist attractions, but from January 1, 2016, the province started selling entrance tickets at the sea and island tourist attractions such as Ganh Da Dia - Ganh Den, Mui Dai Lanh - Bai Mon, with a ticket price of only 10,000 VND/person; from January 1, 2017, the ticket price increased to 20,000 VND/person (international, domestic).

In addition, Phu Yen has assigned the right to manage and exploit ticket sales for tourist attractions: Bai Xep - Ganh Ong, Nhat Tu Son Island, Hon Yen - Ganh Yen, Da Bia Mountain, Thom Hill, ... to private enterprises that will generate revenue through exploiting dining, resting, entertainment, or collecting entrance fees: Bai Xep - Ganh Ong: 20,000 VND/guest; Nhat Tu Son Island: 40,000 VND/guest.

Although the revenue from tourism activities is not high due to the low entrance fee, this shows that Phu Yen has really paid attention to investing in tourism destinations, demonstrating the important role of sea and island tourism in the overall tourism industry of the province. Therefore, in the development of Phu Yen tourism, sea and island tourism needs to be paid more attention to develop in order to generate high revenue, contributing to the total tourism revenue and total economic income of Phu Yen.


2.3.1.3. Labor in the tourism industry

Currently, the labor force of the whole province is: 554,138 people, accounting for 63.5% of the total population; of which women are 258,045 people. The labor force in urban areas is

146,056 people and rural areas are 408,082 people. Trained workers with primary vocational certificates or higher account for about 19% of the total number of employed people. The number of people aged 15 and over with jobs is 547,684 people, accounting for 62.7% of the total population. Of which, workers working in the service industry are 192,438 people, university and college degrees account for 9.47%, intermediate vocational degrees account for 17.1%, primary education accounts for 25.94% and the number of workers trained on-the-job and taking short-term vocational courses accounts for 47.49%. ( Phu Yen Provincial Statistics Office, 2019 ).

Training, fostering and developing local tourism human resources are focused on. This is considered an important factor, deciding the direction of sustainable tourism development. Every year, the province regularly cooperates with schools in the province to open training courses on: hotel reception, tour guides; protecting the tourism environment at historical and scenic sites; housekeeping services, statistical reports for tourism businesses; training and propaganda of tourism laws, with about 150 students. Coordinate to organize competitions: hotel reception, historical tour guides, culinary culture to continuously improve the capacity and quality of service to tourists. However, according to the results of interviews with experts, the experts had the following general comments: The tourism service workforce has been gradually standardized but is still not really professional, especially the tour guide team and the food service staff in restaurants need to be trained in professional skills.

Although there has been a significant increase in the industry's workforce in recent years, Phu Yen's tourism workforce is still lacking and weak compared to other provinces and cities in the region: Da Nang City, Binh Dinh, Khanh Hoa, ... In general, the workforce with low expertise and no training still accounts for a large number, and foreign language proficiency is still very low. If we study the labor demand to meet the requirements of tourism development, the labor force in Phu Yen's tourism industry is currently lacking in quality.

Not apart from the general situation of tourism human resources of the province, human resources serving sea and island tourism are also lacking and weak. There is a complete lack of tour guides.


The tour guides are well-trained and knowledgeable about the province's sea and islands. In addition, the workforce serving specific types of sea and island tourism such as coral diving, sea and island sports is almost non-existent (mainly local fishermen participating and supporting tour guides), there are no good specialists in marketing and building business development strategies, developing tourism products, entertainment services, etc. Thus, the human resources serving sea and island tourism have not met the needs of developing types of tourism in the province.

2.3.1.4. Technical facilities in tourism

a. Accommodation:

In line with the current general trend of the whole country, due to the increasing demand for sea and island tourism by domestic and international tourists, more hotels and motels are being built to promptly meet the needs of tourists. Phu Yen is constantly upgrading and building new hotels and motels to serve tourists. In general, the number of hotels and motels serving tourists is increasing rapidly in terms of quantity, scale and method of operation.

Through the data table 2.5, we can see that in the period 2009 - 2019, the accommodation system serving tourists in general and sea - island tourism in particular has developed at a fairly rapid pace. In 2009, there were 24 accommodation establishments in operation with 356 rooms and 1,051 beds, by 2014 there were over 100 accommodation establishments with 2,178 rooms and 4,000 beds, of which 600 rooms met 1-2 star standards and 500 rooms met 3-5 star standards, there was 01 5-star hotel, 02 4-star hotels, 06 2-star hotels. In 2018, the province had 150 accommodation establishments with 3,500 rooms and 6,800 beds, including 35 1-2 star hotels and 9 3-5 star hotels. The average room occupancy rate was 50-56%. By the end of 2019, Phu Yen welcomed over 1.8 million international and domestic visitors, raising the room occupancy rate to 63%; tourism revenue reached 1,900 billion VND. There are 161 tourist accommodation establishments, with a total expected number of 3,410 rooms, of which over 700 rooms meet 3-5 star standards, however, accommodation business activities are still low compared to the number of tourists visiting Phu Yen. This can be partly explained by the high seasonality of DLBĐ and largely by the lack of additional entertainment services, which makes it difficult for tourists to stay long.


has affected the number of stays and room occupancy rates even though the quality of accommodation facilities is increasingly being invested in and improved.

Table 2.5. Accommodation facilities serving Phu Yen tourism in the period 2009 - 2019


Year

Total number of accommodation establishments

Total number of rooms

Total number of beds

Average chamber capacity (%)

2009

67

1,484

2,380

55.0

2010

100

2,175

4,000

55.7

2011

110

2,351

4,707

58.5

2012

115

2,410

4,789

52.0

2013

120

2,508

5.009

55.0

2014

123

2,532

5,047

61.0

2015

125

2,551

5,584

63.5

2016

135

2,770

5,822

55.0

2017

140

2,875

5,930

55.7

2018

150

3,200

7,180

58.5

2019

161

3,410

7,860

63

(Source: Department of Culture, Sports and Tourism of Phu Yen province, 2019)


b. Food establishments, restaurants:

Dining establishments can be located in accommodation establishments to serve the needs of resting, meeting, and exchanging of guests staying at hotels or can be located independently outside the accommodation establishments, at tourist attractions to serve tourists. These establishments are gradually being invested in and developed. Currently, Phu Yen has more than 55 dining rooms in accommodation establishments with about 24,500 seats, serving different dishes to meet the needs of tourists when participating in tourism in Phu Yen. Dining establishments outside the hotels are mainly distributed in Tuy Hoa City, Song Cau Town and

Tuy An district has about 84 establishments with a capacity of about 11,000 seats. In addition, there are many small food and beverage establishments in the province, specializing in providing and serving seafood dishes that can serve individual customers and small groups of guests at affordable prices from 60,000 VND - 200,000 VND/meal with specialty dishes, the quality of the dishes meets the basic needs of the people. However, more attention should be paid to food hygiene and safety to better serve tourists.


Because of the narrow space, these food and beverage establishments often lack green space and parking space, so they cannot accommodate large groups of guests.

c. Entertainment and sports facilities:

Phu Yen province is currently lacking in facilities, entertainment and sports services for tourists. Not only is there a shortage in quantity, but the entertainment facilities are also very poor, monotonous and without proper investment. In recent times, the province has invested in upgrading and renovating a number of essential works at tourist attractions such as: Ganh Da Dia relic site, Mui Dai Lanh relic site, ... Although there has been investment, the development of sports and entertainment activities in the sea and island areas of Phu Yen is still monotonous, almost only stopping at karaoke, massage, swimming and tennis.

Investment in exploiting tourist attractions must go hand in hand with conservation for long-term and effective exploitation. Many tourist areas have been put into operation such as Sala, Rosa, ... but the beach area is still wild, not worthy of the province's tourism potential.

Up to now, the entertainment, recreation and eco-tourism spots formed on the sea - island area are only Thuan Thao Entertainment and Eco-tourism Center, Da Bia Eco-tourism Area, Sao Viet Eco-tourism Area, Bai Bau Eco-tourism Area, Nhat Tu Son Tourist Area, ... have attracted hundreds of thousands of visitors to visit, play and entertain, initially creating more tourism products, meeting the needs of tourists. However, the system of entertainment facilities and additional services is still one of the weaknesses in the development of Phu Yen tourism, which needs to be overcome. Because the entertainment and sports facilities themselves have the effect of supporting tourism activities, extending the length of stay and encouraging tourists' spending.

d. Passenger transport:

Currently, in Phu Yen province, there are about 20 enterprises providing tourist car rental services. However, most of the car rental enterprises are small and medium-sized. Typical car rental enterprises in the province such as Thuan Thao, Cuc Tu, Phuong Hung, Anh Tuan, Le Dang, etc. Each enterprise has no more than 20 cars for rent. Therefore, during the peak tourist season, the province's means of tourist transportation are very scarce, and service prices are 10 to 20% higher than in other provinces and cities. In addition to car rental services in Phu Yen, there are also services

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