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Background and Development Trends of World and Vietnam Tourism

CHAPTER 4

SOME SOLUTIONS AND RECOMMENDATIONS FOR LOCAL MARKETING TO DEVELOP TOURISM IN BEN TRE PROVINCE


4.1. Background and development trends of world and Vietnamese tourism

4.1.1. Background and trends of world tourism development

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Nowadays, globalization and economic integration are inevitable trends in the world's development in both politics and economy. Besides, the advantages of world economic integration through market access and expansion, and at the same time, it also faces many difficulties such as competition, influences from countries, regions and the world when there is an economic crisis or political instability. Entering the 21st century, economic and political instability have had a significant impact on the development of the world economy in general, including Vietnam. In terms of politics, world security has many fluctuations in religious and territorial conflicts, the rise of terrorism such as conflicts in the Middle East, Russia - Ukraine, climate change, environmental disasters such as El Nino, rising sea levels... In particular, the 2008 - 2009 financial crisis, the European public debt crisis (2014), falling oil prices, slow growth of the US, Japan, and European economies, and the decline in Chinese economic growth have also had a significant impact on the world economy.

Despite many impacts, tourism still develops and grows high and stable and is an industry that contributes greatly to the GDP of countries and world trade. According to the data of the World Tourism Organization (2016) [95]: in 2015, the total number of tourists was

Background and Development Trends of World and Vietnam Tourism

1,186 million tourists increased nearly 5% compared to 2014, revenue from international tourism was

1,260 billion USD increased by 4% and revenue from passenger transport services was 211 billion USD, so the total revenue from tourism exports was 1,500 billion USD. Of which, tourism exports accounted for about 30% of world commercial service exports and 6% of total exports of goods and services; and the Asia-Pacific region had 279 million tourists, up 6%, accounting for 24% of the world market share and revenue of 418 million USD, accounting for 33% of global revenue, the ASEAN region had an 8% increase in visitors, higher than the world and regional average. With, the flow of tourists to

The Asia-Pacific region and Southeast Asia are increasingly creating opportunities for tourism development for countries with developing economies and natural advantages, including Vietnam.

With the increasing trend of world tourism development, especially in the ASEAN region, in which the number of visitors from countries in the Asian region has increased sharply, especially Chinese visitors. This is a favorable opportunity for ASEAN countries, including Vietnam, to develop tourism. The travel trend of international visitors is towards spiritual values ​​of traditional culture, natural values ​​(pristine, wild), modern creative values, such as outdoor tourism, resort tourism, entertainment, group tourism, eco-tourism, adventure tourism, cultural tourism... This is considered an advantage of ASEAN countries with geographical location, terrain, culture, people, natural environment still retaining its pristine nature, which is also an advantage in attracting tourists.

4.1.2. Background and development trends of Vietnam tourism

After more than 30 years of innovation, with remarkable socio-economic development, Vietnam has become one of the countries with high and stable GDP growth and is the leading country in the region in attracting FDI. Vietnam's economy, in recent years, Vietnam's economy has grown at a high and stable level, although it declined in 2013 but recovered in 2015. According to the General Statistics Office [48]: in 2016, Vietnam's GDP was 4,502,733 trillion, up 6.68%, per capita income was 2,215 USD. In terms of society, social culture has progressed, people's lives have improved, the level of education and quality of human resources have been improved, science and technology have developed rapidly.

Regarding foreign affairs and integration , Vietnam has become a member of the United Nations and has diplomatic relations with more than 180 countries, regions and territories. Regarding integration, Vietnam is an official member of many regional and world organizations: ASEAN, APEC, WTO, EAC, CPTPP, ... and world tourism organizations such as: GMS, EWEC, UNWTO, PATA, ... Vietnam's reputation and position in the international arena have been enhanced as the host of APEC, ASEAN, ASEM conferences, ...

Regarding tourism development orientation: Tourism is one of the industries considered a spearhead economy with priority for development. The Resolution of the 11th Party Congress continues to affirm: "Developing the service sector to achieve a growth rate higher than the production sector and higher than the GDP growth rate is an important direction for economic restructuring".

The Vietnamese Government has also identified: “Tourism is an important comprehensive economic sector with profound cultural content, interdisciplinary, inter-regional and highly socialized, developing tourism to meet the needs of sightseeing, entertainment and relaxation of people and international tourists, contributing to improving people's knowledge, creating jobs and developing the country's socio-economy” (quoted from Tourism Ordinance 02/1999).

With the stability of political security, socio-economics, and the strategic orientation of the state for tourism development. Tourism has had very impressive and stable developments in recent years. According to the General Department of Tourism (2017) [47]: In 2005, Vietnam only attracted about 3.5 million international visitors, 16,100 domestic visitors and revenue of 30,000 billion, by 2010: 5.05 million international visitors, 28,000 domestic visitors and revenue of 96,000 billion, in 2013: 7.57 million international visitors, 35,000 domestic visitors and revenue of 200,000 and in 2017: 12.922 million international visitors, 72.2 million domestic visitors and revenue of 510,900 billion.

The results achieved by the tourism industry and the development trends of tourism are the premise for orienting the strategy for developing Vietnam's tourism:

- Tourism is a key economic sector with priority for development. Tourism development must ensure economic, social and environmental goals.

- Tourism products and services must develop in quality: in addition to traditional products, develop high-quality products that bring high value: tourism combined with aesthetics, medical tourism, education, etc.

- Develop environmentally friendly and green tourism types such as eco-tourism.

- Developing tourism associated with traditional values ​​imbued with Vietnamese identity such as festivals, music ceremonies, cultural heritage, etc. to introduce the country and people of Vietnam.

- Developing sea tourism and river and sea cruises.

4.2. Marketing viewpoints, goals and orientations to develop tourism in Ben Tre province

4.2.1 Viewpoint

(1). Economic development: Develop tourism into a spearhead economic sector, accounting for an increasingly high proportion in the GDP structure, creating a driving force for Ben Tre's socio-economic development. Develop tourism in a professional, modern, focused and key direction; focus on in-depth development to ensure quality and efficiency, affirming the brand and competitiveness.

(2). Social development: Tourism development must be consistent with the general policies of the whole province in terms of society. It must ensure civilization, employment, income, education and social security. In addition, it is necessary to preserve the cultural values, traditions, architectural works, relics, and cultures of ethnic groups in Ben Tre as a foundation for developing tourism types; Exploiting and developing specific tourism products associated with developing traditional occupations. Focusing on developing community tourism, creating jobs, associated with hunger eradication and poverty reduction and developing new rural areas.

(3). Environmental and resource protection: Tourism development is based on the conservation and sustainable development of biodiversity. Tourism development is associated with the protection of the natural environment, living environment, and tourism environment. Planning must harmoniously combine exploitation, conservation, and rational use of resources.

(4). Regional and sectoral planning: Ben Tre tourism development must be consistent with the general tourism development plan of the whole country and the Mekong Delta region; the socio-economic development strategy of the whole province and the overall tourism development plan of the province. Place the tourism development process of Ben Tre in relation to the tourism development of the Southeast region, the Mekong Delta, the ASEAN region and Asia.

(5). Mobilizing all economic sectors to participate: Tourism development must be associated with mobilizing resources from all economic sectors. Accordingly, it is necessary to improve the competitiveness and integration capacity of tourism enterprises and develop community-based tourism, for the benefit of the people and human development goals, associated with human resource training.

(6). Ensuring national defense and security: Ben Tre tourism development must pay special attention to protecting and maintaining national defense, security, order and social safety.

4.2.2. Objectives

(1). By 2020, strive to attract 280,000 international tourists with an international tourist growth rate of 10%/year; serve 1.7 million domestic tourists with a growth rate of 12%/year.

(2). Tourism revenue: In 2020, it reached 1,800 billion VND, with an average growth of about 20%.

(3). Tourist accommodation facilities: In 2020, there were 18,000 hotel rooms, of which 50% of the facilities were rated and 40% of the rooms were rated. Of which, the number of rooms rated 4-star - 5-star was 300.

(4). Employment target: In 2020, the number of direct skilled workers is 6,000, accounting for 80%.

4.2.3. Marketing orientation to develop tourism in Ben Tre province

General marketing strategy orientation for tourism development

In the socio-economic development strategy of the province, the economic structure is gradually shifting to services and industry. In which, services are the sectors that need to be prioritized for development, such as:

Decision No. 164/QD-UBND dated February 2, 2012 approving the tourism development project of Ben Tre province for the period 2011-2015.

Decision No. 1691/QD-UBND dated July 21, 2016 approving the Project on tourism development in Thanh Phong and Thanh Hai communes, Thanh Phu district, Ben Tre province (period up to 2030).

Decision No. 1881/QD-UBND dated August 16, 2016 approving the Project on developing trade, services and tourism in Ben Tre province for the period 2016 - 2020;

Program No. 4875/CTr-UBND dated September 16, 2016 on developing infrastructure and specific tourism products of Ben Tre province by 2020.

Some orientations for tourism development in Ben Tre:

- The government and tourism industry play a key role in planning tourism development strategies and managing tourism activities.

- Strengthen cooperation between the tourism industry and related economic sectors to effectively exploit resources and business efficiency.

- Create an open investment environment for investors, especially investment in tourism infrastructure that requires large capital or has low profits.

- Develop tourism with focus, prioritizing the development of high-value tourism products and services such as: medical treatment, beauty, shopping, etc.

- Tourism development must ensure security, national defense, and social safety. In which security and national defense must be given top priority.

- Develop tourism in a sustainable, green, socially and environmentally responsible direction, ensuring socio-economic and environmental goals.

Tourism market orientation

Focus on prioritizing the development and attraction of market groups with high spending capacity for tourism services, with special attention paid to commercial customers. Focus on exploiting market groups with the purpose of sightseeing, cultural research, relaxation, pure tourism, long-term stay, and the ability to go on package tours.

- Northeast Asian markets such as Japan, Korea, China are increasingly traveling to Southeast Asia, especially to Vietnam. Japanese tourists are a market with high spending ability, but require quality services, full amenities, they like to go on package tours and like to visit many tourist attractions to natural areas in one trip. Taiwanese tourists come to Vietnam for the purpose of sightseeing, ecology, relaxation, commerce, and have high spending ability. Chinese tourists account for the highest proportion of international visitors to Vietnam. However, most of them have average and low spending ability, so they often use cheap tourism services, choosing means of transportation by road.

- ASEAN market: In which, tourists from Cambodia, Thailand, Indonesia to Ben Tre have average spending ability. In the future, this market will still hold an important position for Ben Tre tourism. Singapore and Malaysia markets are markets where visitors come not only for tourism purposes but also to seek business opportunities. This is a market with relatively high spending ability.

- European market, in the market structure, European tourists to Ben Tre account for a large proportion, however, the total market is still low. Tourists from Europe mainly visit and learn about culture, cuisine, people and country. This is a group of tourists with average and high spending ability.

- North American market (mainly the US and Canada): tourists from the North American market coming to Ben Tre are very low, only about 3%. Main purpose of travel: sightseeing, learning about culture, cuisine, etc. This is a group of tourists with average and high spending ability.

- Domestic market: domestic tourists to Ben Tre mainly come from the provinces of the Mekong Delta, Ho Chi Minh City, the Southeast, and part of the Central region. As for the provinces in the North, there are not many.

Tourism space orientation

With the advantage of diverse terrain of rivers, islets, sea, gardens, and rice fields, Ben Tre has the advantage of planning localities according to spaces with regional and local advantages: Developing eco-tourism in islets such as Con Oc community, Con Phung, Con Quy, etc.; sea tourism: Thua Doc beach, Thoi Thuan beach; ornamental garden: Cho Lach flower village, Cai Mon; Visiting historical sites: Nguyen Dinh Chieu tomb, Saigon - Gia Dinh forest, Dong Khoi historical site, Mrs. Nguyen Thi Dinh Memorial Area; In addition, tourist areas and tourist spots also build tourist routes connecting with Ho Chi Minh City and provinces in the region to create tourist areas with spaces with many unique products and services of each locality. In addition, building modern complex tourist centers to meet needs such as conferences, seminars, entertainment spaces and high-class resorts.

Orientation of tourism product development

Building unique and highly competitive tourism products domestically and internationally. The main products for Ben Tre area are river tourism, ecotourism, resorts, homestay. To increase competitiveness domestically and internationally, Ben Tre tourism products are a series of tourism services such as tourism in the islets including sightseeing, resorts, ecology, participation in local life and work, cuisine, artistic activities such as folk songs.

This is also considered an advantage of Ben Tre in providing tourism products and services.

- Con Oc community eco-tourism site (Hung Phong): this is a very valuable special tourist site of Ben Tre, associated with coconut cultivation and handicraft products made from coconut trees.

- Vam Ho bird garden tourist destination : is an attractive eco-tourism destination of Ben Tre, tourists have the opportunity to watch birds, learn about the natural ecosystem, build ecological accommodation facilities associated with environmental exploration activities, thereby raising awareness about the environment and natural ecology.

- Nguyen Dinh Chieu Tomb and Memorial Historical Site: can be considered one of the most important cultural resources of the province, contributing to the important position of Ba Tri tourism in the overall tourism of Ben Tre. There are many people and tourists coming on July 1 (his birthday) every year at the temple complex - the poet's tomb.

- Whale Festival is a typical feature of fishermen in coastal areas with 12 Whale Temples. The annual Whale worshiping ceremony is held on the 15th and 16th of the 6th lunar month.

4.3. Marketing solutions to develop tourism in Ben Tre province

4.3.1. Management solution group of Ben Tre provincial government

(1) Perfecting the management apparatus of local authorities on tourism:

- Role of Ben Tre Provincial People's Committee: assign, urge and supervise the activities of the Department of Culture, Sports and Tourism,

- Perfecting the legal framework on tourism business investment and tourism management,

- Develop a comprehensive tourism development strategy for the province and plan key tourism development areas in accordance with the province's overall planning.

- Coordinate the coordination of departments, branches and agencies in the province according to the general development orientation of the province,

- Allocate budget resources for tourism development and budget for investment in infrastructure development to promote development such as transportation, electricity, water, healthcare, education, etc.

(2) Role of the Department of Culture, Sports and Tourism:

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