Building a Strategy for Tourism Development in Ba Ria

O3. The field of ecotourism and beach resorts has a fast growth rate.

T3. Vietnam's tourism industry still lacks development.

development of linkages between departments, localities and businesses

O4. The tourism industry is encouraged for investment by the Government.

T4. Vietnam tourism is gradually losing its competitive advantage due to the lack of development resources.

high concentration

O5. Ho Chi Minh City - Dau Giay Expressway attracts tourists to the Province. Besides, Con Dao is the top of 26 islands for tourists and is on the list of destinations

best in asia

T5. Small and medium-sized Vietnamese tourism businesses lack capital for investment and development.

O6. Airlines also progress

take many measures to attract customers

Maybe you are interested!

Source: Author's synthesis

3.2 Building a tourism development strategy in Ba Ria - Vung Tau

3.2.1 External Factor Evaluation (EFE) Matrix‌

To objectively assess the importance and classify external factors, the author created a form to request expert opinions according to Form No. 01, Appendix 3.1. Through synthesizing opinions on the importance and classification of external factors in Appendix 3.2, the author established an EFE matrix as shown in Table 3.2.

From the EFE matrix, the author synthesizes and gives a general conclusion with the total score of 2.85, showing that the tourism industry of Ba Ria - Vung Tau province is above average (average score is 2.5 points) in pursuing strategies to take advantage of opportunities from the environment as well as avoid threats from the outside. Therefore, building future strategies needs to focus on these strategies.

to further enhance the response capacity of the province's tourism industry to maximize opportunities and limit risks from external factors.

3.2.2 Internal Factor Evaluation (IFE) Matrix‌

To have more objective and accurate assessments of the strengths, weaknesses and their importance to the development of tourism in Ba Ria - Vung Tau province, the author has collected opinions from experts according to Form No. 02 in Appendix 3.3.

Based on the synthesis of comments and evaluation scores of experts on the level of importance and classification of internal factors in Appendix 3.4, the author has put them into the IFE matrix in Table 3.3. With a total score of 2.45, it shows that the tourism industry of Ba Ria - Vung Tau province is below average in terms of general internal strategy. Therefore, the strategy built in the future of the province's tourism industry needs to pay attention to maximizing its strengths and overcoming its weaknesses.

Table 3.2. Matrix of external factors that greatly affect the tourism industry of Ba Ria - Vung Tau province (EFE)

External environmental factors	Industry Adaptability
External environmental factors	Level of importance	Classify	Point Number
1	O1. The trend of people traveling is increasing.	0.1	3.0	0.3
2	O2. Vietnam is the safest tourist destination	0.1	4.0	0.4
3	O3. The field of ecotourism and beach resorts has a fast growth rate.	0.1	4.0	0.4
4	O4. The tourism industry is encouraged for investment by the Government.	0.05	3.0	0.15
5	O5. Ho Chi Minh City - Dau Giay Expressway attracts tourists Province. In addition, Con Dao ranked first among 26 islands for tourists and was on the list of "Best destinations in Asia"	0.1	4.0	0.4
6	O6. Airlines also take many measures to attract customers.	0.1	3.0	0.3
7	T1. Natural disasters and epidemics always have the risk of re-emerging.	0.1	2.0	0.2
8	T2. Vietnam lacks tourism experts and tour guides. unprofessional	0.15	2.0	0.3
9	T3. Vietnam's tourism industry still lacks development in a cohesive manner.	0.1	2.0	0.2

departments, localities and businesses
10	T4. Vietnam tourism gradually loses competitive advantage due to development resources not highly concentrated	0.05	2.0	0.1
11	T5. Small and medium-sized Vietnamese tourism businesses lack capital. investment and development	0.05	2.0	0.1
	Total	1.00		2.85

Source: Author's synthesis

Table 3. 3. Matrix of internal factors that greatly affect the tourism industry of Ba Ria - Vung Tau province (IFE)

Internal environmental factors	Industry Adaptability
Internal environmental factors	Level of importance	Classify	Point Number
1	S1. The province has advantages in tourism development located in the key economic zone. south point	0.05	2.0	0.1
2	S2. The province has a favorable climate for year-round tourism exploitation.	0.1	3	0.3
3	S3. The province has rich and diverse natural tourism resources.	0.15	3.0	0.45
4	S4. The province has experience in organizing, managing and exploiting tourism.	0.1	3.0	0.3
5	S5. The province's tourism industry receives close attention.	0.1	3.0	0.3

S6. The province's tourism industry attracts a large amount of investment capital. and abroad	0.1	2.0	0.2
7	W1. The province's tourism industry has not yet developed commensurate with its potential.	0.05	2.0	0.1
8	W2. Weak quality of tourism human resources	0.05	2.0	0.1
9	W3. Underdeveloped transportation system	0.1	2.0	0.2
10	W4. Most small-scale support services, service products still poor	0.1	2.0	0.2
11	W5. The province's tourism industry has only developed in breadth.	0.1	2.0	0.2
	Total	1.00		2.45

Source: Author's synthesis

3.2.3 SWOT Matrix

Through the analysis of the current status of strategy development and implementation of the tourism industry of Ba Ria - Vung Tau province presented above, the author built a SWOT matrix as shown in Table 3.4. The results of this SWOT matrix analysis of the tourism industry of the province have formed 4 strategic groups:

- S/O strategy group: With the meaning of promoting strengths to take advantage of opportunities, this group has proposed options:

+ Option 1: Market development strategy

+ Option 2: Strategy to diversify provincial tourism products

- S/T group strategy: With the meaning of using strengths to limit and avoid challenges, this group has the following proposed options:

+ Option 1: Growth strategy

- W/O strategy group: With the meaning of taking advantage of opportunities to overcome weaknesses, this group has proposed strategic options:

+ Option 1: Joint venture and association strategy

+ Option 2: Strategy for developing tourism human resources.

- W/T strategy group: With the meaning of minimizing weaknesses to avoid challenges, this group has proposed options:

+ Option 1: Internal growth strategy.

3.3 Choosing a tourism development strategy for Ba Ria - Vung Tau province

In order for Ba Ria - Vung Tau tourism industry to develop according to the viewpoints and achieve the set goals, we only choose feasible strategies that are central and urgent to orient the development of the province's tourism industry until 2025. Through analysis, the author proposes possible strategic options: Market development strategy, diversification strategy of provincial tourism products, joint venture and association strategy, internal growth strategy in which the development of tourism human resources is emphasized.

Table 3. 4. SWOT matrix of tourism industry in Ba Ria - Vung Tau province

SWOT

Strengths (S)

S1. The province has advantages in tourism development located in the southern key economic zone.

S2. The province has a favorable climate for year-round tourism exploitation.

S3. The province has rich and diverse natural tourism resources.

S4. The province has experience in organizing, managing and exploiting tourism.

S5. Provincial tourism industry

Weakness (W)

W1. The province's tourism industry has not yet developed commensurate with its potential.

W2. Weak quality of tourism human resources

W3. Underdeveloped transportation system

W4. Most support services are small-scale, and service products are still poor.

close attention

S6. The province's tourism industry attracts a large amount of domestic and foreign investment capital.

W5. The province's tourism industry has only developed in breadth.

Opportunity (O)

O1. The trend of people traveling is increasing.

O2. Vietnam is the safest tourist destination

O3. The field of ecotourism and beach resorts has a fast growth rate.

O4. The tourism industry is encouraged for investment by the Government.

O5. Ho Chi Minh City - Dau Giay Expressway attracts tourists to the Province. In addition, Con Dao is ranked first among 26 islands for tourists and is on the list of "Best destinations in Asia"

O6. Airlines also

take many measures to attract customers

1. S/O strategies : using strengths to exploit market opportunities

S1, S2, S3, S4, S5, S6 + O1,

O2 O5, O6 → Market development strategy

S1, S2, S3, S6 + O3, O5 →

Provincial tourism product diversification strategy

2. W/O strategies: improve weaknesses by exploiting market opportunities

W1, W2, W4, W5 +

O4, O5, O6 → Joint venture and association strategy

W2, W5 + O4 → Tourism human resource development strategy