Competing Competitive Advantages of Convenient Air and Sea Access‌

3.2.3.10. Participation of local communities in tourism

Local people of Ha Long and Da Nang are both considered close, open, enthusiastic, and respectful to tourists, but their biggest weakness is their foreign language proficiency. They are ready to help tourists, especially during tourism events, but in order to better understand the wishes, needs and better meet the needs of international tourists, local people do not do well because of the language barrier. Meanwhile, local people of DDL compete with other regions such as Phuket, they are more appreciated, they are active and have better foreign language skills. However, Da Nang is still recognized as a successful tourist destination with the consensus of the local community participating in tourism development. They are conscious of preserving the environment and becoming a bridge between tourists and Da Nang tourist destination. Thus, with the policy of "every citizen is a tourism ambassador", Da Nang's competitiveness will increasingly develop in a sustainable way.

In summary, through secondary data analysis, it can be seen that the competitiveness of Ha Long tourist destination is lower than that of Da Nang tourist destination in many evaluation standards such as: Infrastructure and infrastructure, tourism management, convenience of accessing tourist destination, price Both, the participation of the community in tourism.

The biggest competitive advantage of Ha Long tourist destination is owning the World Natural Heritage Ha Long Bay. This is an advantage but also a challenge

for Ha Long tourist destination in improving competitiveness in the coming time; requires efforts from local authorities, tourism businesses and local communities for Ha Long to truly become an international tourism destination in the near future.

3.3. Quantitative research results on the competitiveness of tourist destinations Ha Long, Quang Ninh - Vietnam

3.3.1. Descriptive statistics of the study sample

Consider the representativeness of the sample to ensure the research results show that the sample structure collected in terms of age, nationality, occupation and gender of domestic and international tourists is comparable to studies on Ha Long. Previously (Nguyen Thi Tu, 2012; Bui Kim Huong, 2013; Bang Thi Van, 2016) have similarities, so the results of the study are qualified to be generalized to the whole. Specifically:

The survey results of 585 questionnaires collected from domestic and international tourists with personal characteristics are as follows: (See table 3.7)

Table 3.7. Information on personal characteristics of domestic and international tourists

Domestic tourists

1. Gender

Male

2. Average income/month

Under 5 million VND

3. Residence - Nationality

North

Source: Data processing results from SPSS 20.0 by the author

Table 3.7 reflects the personal characteristics of domestic and international tourists, with the male gender ratio being higher than the female ratio; Ages 26-45 account for the highest proportion. Regarding the average monthly income of domestic tourists, income from 10-15 million VND accounts for a high proportion; Most international tourists with income from 10,000-15,000 USD account for the highest proportion. Regarding accommodation, domestic tourists coming to Ha Long from the North account for the highest proportion with 45.5%, mainly coming from Hanoi, Quang Ninh and Hai Phong; for guests

Internationally, the number of visitors from Asia accounts for the highest proportion with 52.6%, mainly from China, Korea, Taiwan, Japan, and Thailand; Tourists from Europe ranked second with 33.3%, mainly from France, England, and Germany; Tourists from the Americas mainly come from the US and from Australia the majority come from Australia.

Besides, the behavior of domestic and international tourists is summarized as follows: Coming to Ha Long for the first time accounts for the highest rate of 45%; The purpose of the trip is sightseeing and relaxation, accounting for the highest proportion with 62.4%; The source of information influencing the decision to choose Ha Long is acquaintances, accounting for the highest percentage with 35.6%; The means of transport is passenger cars, accounting for the highest proportion with 36%, followed by aircraft, accounting for 30.5%; 2-day stay accounts for the highest rate at 55%; The average spending per day/domestic visitor is 40 USD; 1 day/international guest is 110 USD; with costs for accommodation, meals, travel, and sightseeing accounting for 80%. Regarding activities participating in Ha Long, boat visits to Ha Long Bay and swimming are the two activities with the highest proportion (85%).

Thus, it can be seen that domestic and international tourists to Ha Long are concentrated in the age group of 26-45, have an average income level and the average spending per day/visitor is not high, mainly spending for basic services; Spending on entertainment and shopping services is at a negligible level.

3.3.2. Average value of scales measuring competitiveness of Ha Long tourist destination according to tourists' assessments

Table 3.8 reflects the average value of the Competitive Competency scales of Ha Long Tourism Destinations according to the assessment of 585 tourists (using a Likert scale of 1-5 corresponding to 1 being weak, 2 being poor, 3 being average, 4 being good). , 5 is good). The results show that the average value of the scales ranges from low to quite good (ranging from 3.22 to 4.55 points), with a relatively low standard deviation - showing a fairly high level of concentration in Visitors' responses. These results also show similarities as well as accurately reflect the results in the analysis and assessment of the current state of competitiveness of Ha Long tourist destination through analysis of secondary data in section 3.2.2. Specifically:

Table 3.8. Results of the average value of the Competitiveness scales of Ha Long Tourism Tourist as assessed by tourists.

Measuring scale

Measuring scale

Source: Data processing results from SPSS 20.0 by the author

* For the Tourism Resources scale, the results show that tourists rate it at a good level with 4.02 points, in which the observation variable Heritage and unique natural wonders are rated at the highest level with 4.02 points. 45 points. This truly reflects the exceptional and global value that the World Natural Heritage Ha Long Bay brings to Ha Long tourist destination. However, observed variables of Cultural Tourism Resources such as Museums and unique architectural works of art ; Rich cultural events and traditional festivals; Unique traditional craft villages are all rated at a fairly average level. The results show that these resources are not really attractive and impressive to tourists.

* For the DL Human Resources scale, the average score of this scale is 3.27, which is above average; In which the observed variable Good moral quality is rated highest with 4.20 points, lowest is Skill in handling situations well with 2.55 points. This result shows that tourists highly appreciate the ethical qualities of the tourism human resources team, but the professional level, foreign language proficiency, and especially the skills to handle situations of this team are at a very low level. Accordingly, it has a significant impact on the satisfaction and satisfaction of tourists at Ha Long tourist destination.

* For the SPDL scale, the average score achieved is 3.39, which is above average, in which the observed variable Unique Tourism Products is not highly appreciated with 3.12 points. With this result, tourism products are not considered a strength of Ha Long tourist destination and the unique and attractive level is not really competitive with other tourist attractions. Accordingly, the government, managers, tourism businesses, and local communities need to have close coordination to identify effective solutions to develop tourism products, meeting the preferences and needs of tourists well. Furthermore, thereby improving the competitiveness of Ha Long tourist destination.

* For the GI management scale, the average score reached 3.51 points, which is quite average; In which, the observed variable Receiving and properly resolving tourists' suggestions was rated lowest with 3.0 points. The results reflect the assessments of tourists as well as the current status of this issue in the current management of tourist attractions in Ha Long. This is also considered a weakness that needs to be quickly overcome and resolved by the Ha Long tourist destination management agencies in the near future.

* For the scale of infrastructure and infrastructure, the average score is 3.53, which is a good average level. Although Ha Long tourist destination has made positive changes in investment and management of infrastructure and tourism infrastructure, tourists still evaluate the system of diverse shopping facilities. at the lowest level with 2.66 points. This result also explains the actual situation that the average spending per day/guest at Ha Long tourist destination is much lower than other competing tourist destinations.

* For the Image of Geographical Scale, the average score is 3.65, which is quite average. The observed variable DDL is easily recognized through the symbol that is not highly appreciated by tourists with 3.11 points. With the selection of Trong Hen Islet (Fighting Cock Islet) as the symbolic image of Ha Long tourist destination, however, the impression on tourists is still faint, they do not really recognize and appreciate the value of the symbol and The message that Ha Long tourist destination wants to convey and create an impression on tourists.

* For the scale Convenience of accessing tourist attractions, the average score reached 3.54, which is quite average. This result is low because tourists do not really feel comfortable and safe with Ha Long's means of transportation; Van Don international airport has not yet come into operation. In addition, Visa procedures, immigration, etc. greatly impact the choice of Ha Long tourist destination in particular and Vietnam in general.

* For the scale of community participation in tourism, the average score reached 3.51, which is quite average. However, this is a low result, reflecting that the role of the local community has not really contributed and improved the competitive capacity of Ha Long tourist destination. Although local people are highly rated for their friendliness and hospitality, their environmental protection for tourism development is rated low at 3.09 points. So to improve the competitive capacity of Ha Long tourist destination, the role of the residential community is very important, requiring positive changes from them in the coming time.

* For the Price scale, the average score is 3.60, which is quite average. Although price is considered a competitive advantage of Ha Long tourist destination, tourists still

do not appreciate the correspondence with quality and assurance and warranty for purchased items in Ha Long at 3.06 points. This result accurately reflects the reality of Ha Long when "0 dong" tours still exist and are not strictly controlled.

* For the DNDL scale, the average score reached 3.50, which is quite average. This result shows that tourists do not appreciate the role and performance of tourism businesses in Ha Long, especially in the observation variable of tourism businesses supporting tourists throughout the journey. This is a very important issue, requiring tourism businesses to change in order to best serve, meet and satisfy tourists' needs; From there, we can improve the competitiveness of tourism enterprises and of Ha Long tourist destination.

* For the scale measuring the competitiveness of Ha Long Tourism Tourist Satisfaction, the average score reached 3.50 points, which is quite average. This result shows that, despite possessing the World Natural Heritage of Ha Long Bay - the biggest advantage in competition, other scales of competitiveness of Ha Long tourist destination are not really good; has not yet met and brought a wonderful, different experience to tourists compared to competing tourist destinations. Accordingly, tourist loyalty to Ha Long tourist destination is low, not many tourists intend to return and positively introduce to others about Ha Long tourist destination.

Conclude:

Thus, the results of the average value of the scales measuring the Competitive Capacity of Ha Long Tourist Area as assessed by tourists have contributed to reflecting the true state of Competitive Capacity of Ha Long Tourist Area in recent times, at a fairly average level, especially with a The number of criteria with average scores is still weak. This result is a scientific and practical basis for proposing solutions as well as recommendations to improve the competitiveness of Ha Long tourist destination in the coming time.

3.3.3. Testing the reliability and impact of the scales on the competitiveness of Ha Long tourist destination

3.3.2.1. Assess the reliability of the scales using Cronbach's Alpha reliability coefficient and factor analysis

(1) Assess the reliability of the scales using the Cronbach's Alpha reliability coefficient. The scales will be tested using the Cronbach Alpha tool.

With Cronbach Alpha, it will help eliminate unsatisfactory observed variables or unsatisfactory measurement scales during the research process. Many researchers agree that when Cronbach Alpha is from 0.8 or higher to nearly 1, the measurement scale is good, from 0.7 to nearly 0.8 is usable. Some researchers also suggest that a Cronbach Alpha of 0.6 or higher can be used in cases where the concept being measured is new or new to respondents in the research context. At the same time, within each factor, select observations with total variable correlation coefficients greater than 0.3 (Nunnally, 1978; Peterson, 1994; Slater, 1995, cited by Hoang Trong and Chu Nguyen Mong Ngoc, 2008) (See Appendix 10).