Cultural heritage tourism business in Vietnam

Heritage tourism “whether in the form of visiting popular sights, historical sites, buildings or other sites, it is travel that is experienced in a sense of seeking contact with nature or a sense of the history of the place (Hall and Zeppel, 1990: 87); The sector of tourism, especially abroad, based on nostalgia for the past and the desire to experience cultural sights or forms. It includes attending festivals, cultural events, visiting sites or monuments, studying nature, folklore or the arts of pilgrimage (Hall and Zeppel, 1992). Visits by people from outside the local community are motivated mostly or in part by an interest in the history, art, science or way of life – the so-called heritage of the community, area, group or organisation (Lord, 1999). The concept of cultural tourism encompasses a broad range of perspectives that fully capture the human expressions or impressions that tourists make to experience the heritage, arts, lifestyles, etc. of the people living in cultural destinations. Heritage tourism is often referred to as cultural tourism (Nzama, et al., 2005).”

János Csapó, (2012) believes that heritage tourism is one of the types of cultural tourism with tourism activities and products such as cultural heritage and nature (very close to nature or ecotourism activities), tangible products such as heritage buildings, heritage architecture areas, world cultural heritages, national historical memorial sites; intangible products such as culture, art, tradition; cultural heritage areas such as museums, galleries, libraries, theaters, event venues or memorial sites associated with historical people.

Heritage tourism is like “traveling to experience places, monuments, artifacts and activities that authentically represent the stories and people of the past” and “Heritage tourism includes culture, history and natural resources” (The National Trust for Historic Preservation, USA). Or “Heritage tourism includes visiting places that are significant to the past or present cultural identity of a particular group of people”, “Heritage tourism is the coordinated and mutually reinforcing application of heritage, cultural and tourism resources to improve the overall quality of life of a community” and “people who travel

Cultural Heritage Tourism (CHT) tourists experience different cultures and study the past, but they do so as travelers, not as experts” (PLC, Cultural Heritage Tourism , 2014, p. 8). According to Jascha M. Zeitlin; Steven

W. Burr, A Heritage Tourism Overview , 2011: “Heritage tourism is tourism that focuses on historical and cultural aspects. It includes events and festivals as well as sites and attractions/tourist attractions related to people, lifestyles and traditions of the past”.

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Le Thi Thanh Huyen (2020) believes that “Cultural Heritage Tourism is a type of tourism that provides practical experiences and knowledge about everything that belongs to the past related to human life or human material and spiritual activities. It is the connection of ideas in reality with what happened in the past, creating feelings of respect, pride and gratitude for the values of the past that have passed”.

1.2.2. On the potential and opportunities of Cultural Heritage Tourism

Destination BC Corp., Cultural and Heritage Tourism Develoment (2014) asked the question “Why is DLDSVH so popular now? The answer lies in the market demand for this type of tourism and the benefits it brings to the community.” Some key characteristics that make DLDSVH an opportunity for sustainable economic development are (1) Market influence , tourists interested in DLDSVH tend to have more money and are willing to spend more, after shopping and dining, activities belonging to DLDSVH have the highest participation rate among all other tourism activities; (2) Demographic trends , the golden age of adventure tourism activities such as boating, skiing, hiking, etc. in the years after World War II has now become “aging” according to the demographic profile and needs of tourists have changed; (3) Immigration trends , of which Canada is a specific example, have a major impact on tourism demand. People born and raised in urban areas (often immigrants), often have little exposure to outdoor activities, so outdoor activities have limited appeal, making the door to DLDSVH more attractive and more suitable to their desires such as culinary experiences in other regions, cultural arts or lifestyles in different cultures; (4) Trends

Economically, tourism is a very dynamic industry. The global tourism industry has had to shape and adapt to meet the demands of economic, social, political and environmental forces. The global economic downturn has affected the industry’s revenues and forced the industry to rethink the market and the changing demand for tourism products. DLDSVH is also a way to enhance tourism products to meet today’s changing market.

Marianne Lehtimaki, Cultural Heritage and Tourism: Potential, Impact, Partnership and Governance (2008): Author Lehtimaki collects, analyzes and synthesizes research materials, articles from experts in tourism, archaeology, cultural heritage... such as Helena Edgren, Mike Robinson, Torunn Herje... The book gathers studies showing that the potential for cultural heritage is enormous and growing. Cultural heritage develops from cultural cities such as Paris, Athens, Riga, Krakow... from museums, historical houses, cathedrals... cultural sites, rituals, festivals... The influence of cultural heritage on tourism is enormous, it has a great impact on changing the economy of a country as well as the global economy. Cultural heritage and tourism have a close relationship with each other and have long-term and sustainable cooperation. This entails that the management of DLDSVH must be very large-scale, systematic, and closely linked to the overall tourism industry in general. The book is a valuable source of documents for tourism economic analysts, experts, businesses, and tourism business operators. The documents show that DLDSVH and tourism have a very close connection and the practical experience of countries around the world plays a guiding role, very important for Vietnam. Studies have not mentioned Vietnam, so there will be a gap for researchers to continue studying the case of Vietnam.

PLC, Cultural Heritage Tourism (2014) states that “tourism is no longer simply tourism. It has become a form of development, recreation and family bonding that occurs around the confines of a place of interest but not in your everyday neighbourhood. It is a lifestyle, economic development, family values. It is self-discovery, both physical and intellectual”. The major shift from leisure to self-discovery is reflected in the explosion of market choices in the tourism industry. Known

More broadly, adventure tourism, religious tourism, ecotourism, culinary tourism, educational tourism. However, DLDSVH is one of the fastest growing specialty markets in the tourism industry today.

In summary, studies show that the potential and opportunities for developing DLDSVH in the global tourism industry in general, and in rich countries or countries with potential for cultural heritage in particular, are enormous and promise many values and benefits that it brings not only in terms of economic development for the country, region/locality but also in many other aspects such as society, politics, education, or simply national pride and self-esteem.

1.2.3. On the role, benefits and impacts of Cultural Heritage Tourism

Dallen J. Timothy, Stephen W. Boyd (2006), Heritage Tourism in the 21st Century: Valued Traditions and New Perspectives say that “Heritage tourism is also often used to build patriotism at the domestic level and to propagate it to international visitors. Heritage sites are often presented in an attempt to highlight the virtues of particular political ideologies. For example, in socialist countries, tours often include visits to shrines or monuments dedicated to great communist leaders or patriots. Tours also include visits to schools, community centers, factories, and especially to model villages where the inhabitants are often actors living out an idealized communist lifestyle. This is certainly the case in China or the Marxist-Leninist countries of Eastern Europe and is a particular feature of tourism in North Korea today.” Heritage tourism sites and events are also often used as tools to build nationalism and patriotism among domestic tourists (McLean, 1998; Cano M. & Mysyk, 2004; Timothy & Boyd, 2006). Battlefields, cemeteries, monuments to national heroes and other places of national significance are central to this particular use of heritage (Chang, 1999; Chronis, 2005; Leong, 1989; Cheung, 1999); Leong, 1989).”

Destination BC Corp., (2014) Cultural and Heritage Tourism Develoment , page 8 stated that DLDSVH brings benefits to tourism operators, tourists, local communities including economic income and employment. Among them, the benefits

economic benefits such as creating a unique selling proposition. “While you are struggling to get your message noticed in a crowded marketplace, cultural heritage is a tool that allows you to offer customers something special, something marketers often refer to as a unique selling proposition. The ability to differentiate your products from the rest of the market is especially important in tough economic times, when profit margins are lowest, allowing you to compete on the merits of your product rather than engaging in a ‘race to the bottom’ by cutting prices.” Or “Sustainable tourism means “protecting and sustaining the world’s natural and cultural resources while ensuring that tourism fulfills its potential as a tool for alleviating poverty.” “Clearly sustainable tourism fits well with cultural heritage.” “Sustainable tourism is also a tool for positive change such as building cultural and community impressions for the environment that attract both tourists and local residents”. In addition, some other benefits (soft benefits) such as building pride in the community, getting residents involved in volunteer organizations and community activities. This benefits the physical and mental health of the people, expands awareness of sustainability, leading to reduced environmental impact.

Monica Rowland, Menendez versus Mickey: A Study of heritage tourism in Florida (2006) says “heritage tourism promises many benefits but also possesses many dangers. Heritage tourism has contributed greatly to the historic preservation movement and provided millions of people with a tangible connection to their own history. But through history heritage tourism has become a consumer commodity, and as such, is often molded into its most appealing form before being sold to the traveling public.”

PLC, Cultural Heritage Tourism (2014) states that “Cultural Heritage Tourism provides an opportunity for people to experience their culture in depth, whether through visiting tourist attractions, cultural or historical sites or by participating in cultural activities”.

Studies show that the role of DLDSVH is very important not only for the tourism industry in general, but it also has a role in many different aspects such as the role for the community, the country, or the role as an economic development tool of the country.

local/national. DLDSVH brings many different benefits, intangible and tangible and it is becoming more and more important in the trend of sustainable economic development. With its impacts, DLDSVH is gradually becoming a tool for many different purposes such as connecting communities, enhancing national pride, expanding knowledge about the conservation of cultural heritage and certainly a tool for economic development of any heritage.

Raymond A. Rosenfeld, Cultural and Heritage Tourism (2008) states that “Heritage and cultural tourism has become a major source of income for many communities and regions around the world. Not only does it create jobs, but it has the potential to bring in much-needed revenue from outside the local community and stimulate the local economy beyond the capacity of the local population.”

1.2.4. On the success factors of cultural heritage tourism activities

Destination BC Corp., (2014: 54) Cultural and Heritage Tourism Develoment says “Once a cultural and heritage tourism experience has been developed, the next step in ensuring its continued success is to respond to customer needs and improve the product as necessary. Ensuring ongoing success requires periodic monitoring and evaluation of the program process. Program evaluation measures visitor satisfaction and the effectiveness of product delivery and can be used as a tool to evaluate marketing initiatives, tracking whether it is changing .”

Jascha M. Zeitlin; Steven W. Burr (2011) study A Heritage Tourism Overview reiterates the four steps and five principles to ensure success for the Heritage tourism industry of NTHP (The National Trust for Historic Preservation). The four steps are:

(1) Assess the potential of the area in terms of both attracting tourists and supporting tourists and providing related services according to tourists' requirements (such as the presence of historical, cultural, natural relics, events, accommodation, food, other types of services, adequate infrastructure, the presence of regional/local organizations that play a role in developing heritage tourism or even marketing for the region/locality. (2) Planning and organizing to attract communities and businesses to participate in heritage tourism is very important. Especially individuals involved in the tourism industry, banks, businesses that are doing or have the ability to

tourism support capabilities (food, accommodation, etc.). Local governments or higher level organizations such as state, federal, national all play an important supporting role for heritage tourism. A good financial plan is essential to create potential financial supporters or partners to participate in the project. (3) Preparation, conservation and management , a long-term plan is essential. (4) Marketing for success , a detailed plan is also important for successful marketing of the community, local to heritage tourism. To increase community awareness, it is necessary to connect and develop relationships with the press or create a sense of community of the area as a heritage tourism destination. The five principles are as follows: Collaborate; Seek relevance; Create programs and sites that come alive; Focus on quality and authenticity of heritage; Preserve and protect.

Kaitlin Brooke Mcshea (2010) researched Critical Success Factors for cultural heritage tourism operations and came up with a list of eight factors that play an important role in cultural heritage tourism operations: (1) Assessing cultural heritage tourism potential: conducting an inventory of all heritage and human resources, exploring and assessing what will make tourists visit; (2) Establishing clear Contents and objectives: identifying community expectations, content, and goals through public discussions and meetings, identifying goals and content to be implemented to start a strategic planning process; (3) Strategic Planning: is an important stage of the DLDSVH development process, the Strategic Plan must include both short-term and long-term strategies and must meet the needs of residents and tourists while preserving the integrity of the site or monument in terms of both history and culture and sensitivity to the natural environment; (4) Management and conservation of Heritage Resources: Management planning for historical sites and natural attractions to preserve heritage resources for future generations without requiring too much supervision and ignoring business approaches, the explanation of heritage resources must be included in heritage management; (5) Preparation steps for tourism: any relic site, community or region must prepare for tourism activities at all different levels including the development of hotel systems,

food services, full facilities, infrastructure, public services such as police, fire safety or protection in heritage resource areas. This process is often carried out and completed in stages. (6) Preserving the truth (authenticity): Throughout the planning process from the beginning to the development of cultural heritage tourism, efforts must be made to maintain authenticity or the so-called “sense of heritage”. This factor will create the uniqueness of the heritage and will make tourists oriented. Studies have shown that authenticity and entertainment experiences will make cultural heritage tourism programs successful. Authenticity can exist in the physical aspect or through explanations or interpretations; (7) Effective marketing: applying an effective marketing strategy is essential in attracting and competing for tourists. There are many ways to do this and examples of these have been discussed in the SCNHC case study and chapter 5 of this study; (8) Establishing partnerships and product packages: for long-term success and financial resources, establishing and building partnerships is essential. Developing different types of “tourism products” or experiences is also important, along with packaging all products in such a way as to maximize economic potential. This is a valuable research study for the establishment of a plan for Vietnam’s DLDSVH.

Michael Hughes and Jack Carlsen, The business of cultural heritage tourism: critical success factors explores the critical success factors (CSFs) required for cultural heritage tourism activities and how they relate to the commercial focus. The study found that the mismatch between preserving authenticity and business (commercial) concerns was seen as a factor that would erode authenticity, potentially reducing the quality and ultimate success of the tourism product. Executives and managers of cultural heritage tourism organisations in Australia were interviewed about achieving the CSFs. The study identified nine business success factors for cultural heritage tourism based on previously published research. Six of the nine factors were identified from the literature and interview responses, most of which were guidelines including: Appropriate content and clear concept of cultural heritage tourism, Financial planning, Marketing planning, Research

Market Research, Human Resource Management, Business Planning. This study not only clarifies cultural heritage tourism in terms of theoretical basis but also provides practical evidence for cultural heritage tourism activities in Australia.

Raymond A. Rosenfeld, Cultural and Heritage Tourism (2008) argues that there are many conditions and resources necessary for success. However, the author highlights some essential conditions: (1) Cultural and Heritage Tourism programs and sites must be authentic . Each community must realize that cultural and heritage tourism is a competitive venture. Tourists have many choices and can be selective. The key is the true nature of the program and heritage site – its connection to historical events/periods, people and culture. Stories must be told to attract tourists, giving them a sense of enjoyment, appreciation and understanding. Heritage areas must be developed and restored. (2) Tourist areas with information on hotels, restaurants, transportation services as well as major attractions for individuals and families must be clear and specific. (3) Coordination of stakeholders: tourism, economic development, planning, infrastructure development. (4) Marketing: product development, customer targeting support, identification and development of appropriate markets. The DLDSVH program must be developed and implemented with a sophisticated marketing plan. This effort must be based on research on the interests of potential customers and links to local development opportunities. Each community must develop its own brand and “sell” it through websites, advertising, and other marketing tools. (5) Development of essential infrastructure: hotels, transportation, government capacity, and amenities. The ultimate goal is to attract more tourists to the community, making them stay longer and spend more. This means that every tourist trip must be enjoyable, so stimulating the development of services and convenience in travel is essential. And community reputation requires the support of both government and non-government organizations.

Studies have shown factors that influence or create the success of DLDSVH and different characteristics in different regions. However, in general, there are main characteristics that are the foundation of success: assessing the potential of tourists (market demand), the potential of resources

heritage resources, systems of services provided to tourists, transport systems or means of transportation, information dissemination systems (to help the community access information about heritage).

1.3. Practical studies on cultural heritage tourism business in some countries

Ebru Gunlu, Kamil Yagcı and Ige Pırnar, Preserving cultural heritage and possible impacts on regional development: Case of İZMİR (2015): This is a research paper by a group of authors with the aim of determining whether there is any link between cultural heritage and regional development. The authors used a qualitative method with interviews with members of government agencies as well as leading representatives of the tourism industry. The research results show that cultural heritage is one of the most important issues for the livelihood and sustainability of the region with tourist destinations. Cultural heritage includes many aspects from socio-cultural values to historical and ancient historical sites. Izmir is the case mentioned in this research. Izmir has a cultural heritage with a history of more than 8000 years. It is important to preserve this heritage as a treasure. Izmir lacks a systematic policy and process for the protection and promotion of its heritage in order to achieve sustainable development. The study has proposed a number of methods to make Izmir a tourist center such as establishing educational centers, providing information meetings, applying rules to promote certain values such as Aegean cuisine, handicrafts or cultural heritage, One of the most important stages is that Izmir reaped from the International Expo 2015. At the same time, the cooperation of the government, the community, educational centers, private entities and civil organizations will be very important to turn Izmir into a center with a strong identity.

José G. Vargas-Hernández, A normative model for sustainable cultural and heritage tourism in regional development of Southern Jalisco (2012) proposed a normative model to determine the cultural tourism potential in municipalities including Region 6 of the state of Jalisco, which is territorially limited to Southern Jalisco, Mexico. The study used secondary data to determine the market demand for cultural tourism in Mexico, the growth or economic impacts of tourism, the destinations

to tourism or the Mexican cultural tourism business management system. The study uses the SWOT analysis model to identify the strengths, weaknesses, opportunities and challenges of tourism in the region, thereby proposing a number of methods such as: designing tours around southern Jalisco such as "Footsteps in the Land of Great Artists", "City on the Rivera" tour, "Eternal Party" ... The study also proposes the development goals of cultural tourism such as: improving the coordination of the elements participating in the activities of development programs, marketing, participating in the preservation and enhancement of cultural heritage values in the region; improving the human resource training mechanism; creating conditions for small and medium enterprises and grocery services to expand the system, strengthening the linkage activities between enterprises and conservation organizations; Encourage companies to provide tourists with information about cultural activities at tourist destinations and establish awareness programs on heritage protection and respect for local customs and practices…

Karren El Beyrouty and Andrew Tessler, The Economic Impact of the UK Heritage Tourism Economy: The study uses an economic impact approach (a top-down approach examining total tourism expenditure and the portion allocated to heritage tourism; a bottom-up approach examining actual visitor expenditure that is considered to be heritage tourism); and a method of calculation with a focus on heritage tourism. Heritage tourism has a strong direct impact and a large contribution to the UK economy with a heritage economic GDP of £5.1 billion, 134,000 jobs in heritage tourism and 253,000 jobs in natural heritage tourism alone; Indirect impacts and stimulation of other specific activities such as: GDP from heritage tourism directly and indirectly reached 11.2 billion pounds (with natural heritage at 21.1 billion), creating 267,000 jobs (505,000 jobs for natural heritage tourism). The total direct and indirect impacts created 742,000 jobs. The study shows that heritage tourism has a great influence on the economic development of a country, therefore, Vietnam has many opportunities to develop and change the economy by developing heritage tourism (including culture and nature as in the case of the UK). The study proposes an economic impact approach (top-down and bottom-up) when applied to the case of Vietnam, which may be

provide a positive result for the development of Vietnam's heritage tourism in the future.

NJHTTF, Linking Our Legacy to a New Vision – A Heritage Tourism Plan for New Jersey (2010): This is the plan that the NJHTTF team has put forth to help heritage tourism thrive in New Jersey. The plan includes four main strategies to answer the questions: Why is it important? What should be done? The strategies are as follows: (1) Develop a governance and partnership system to support and advocate for heritage tourism in New Jersey: Develop an advocacy network; Create a New Jersey Federal Heritage Tourism Council; Coordinate support among city, county, and national agencies; Expand and leverage resources from the New Jersey Heritage Tourism Program through key partnerships; Increase revenue from Discover NJ History license plates ; Implement a performance measurement system; Invest in visitor amenities, interpreters, and visitor programs; Review hotel/motel tax policies to increase funding for tourism, history and the arts.

(2) Develop heritage products and infrastructure: Provide technical assistance and guidance to sites; Build a strong historic site network; Make sites visitor-ready; Support implementation of the New Jersey Wayfinding Master Plan, developed by Celebrate NJ.; Develop a statewide Historic Marker Program. (3) Highlight national heritage sites as centers for heritage: Survey and evaluate national heritage sites for visitor readiness; Establish a Fund or Trust; Improve heritage tourism marketing with increased funding; Increase park and historic site staffing and provide additional training; Develop new interpretive programs; Build and maintain meaningful partnerships.

(4) Build a strong marketing network: Build community pride and encourage local involvement; Encourage communities to host Staycation Campaigns; Create a Statewide Open House Program; Encourage and support heritage education programs; Develop a Community Heritage Tourism Toolkit; Designate a member as a heritage tourism coordinator within the New Jersey Travel and Tourism Authority; Use narratives/

theme for promotion. This is a very important and comprehensive Plan, which is of great value to the DLDSVH organizations in New Jersey. Vietnam needs to use and learn from the experience of New Jersey if it wants to achieve good results in the DLDSVH industry.

Ricardo Nuđez Fernandez, Module 2: Tourism Management in Heritage Sites : This is a long-term training document under the Caribbean Capacity Building Programme (CCBP) focusing on the issue of heritage management and aiming to create a network of heritage experts. The training document provides a comprehensive overview of tourism issues such as tourism concepts, tourism products, tourism resources and tourism attractions; analysis of tourism impacts and the relationship between tourism, the economy and sustainable development. The training program analyzes the overall tourism situation in the Caribbean and will provide training participants with tools, practical and theoretical experiences, discussion elements to create a symbiosis between heritage and sustainable tourism. This is a very good reference document for Vietnam in human resource training programs providing for activities in the tourism industry.

Herrin, Shelby R. (2015), Application of Heritage Tourism Development Frameworks to Jenkins County, Georgia , the article applies the FTS model of CAGunn (1988) as a theoretical framework presenting five important elements that make up a tourism system in general and the Interaction Theory (Jamal & Getz, 1995); Millen market assessment survey method, In-depth interview method of tourists to the state of Georgia. The study proves that Millen and Jenkins have enough conditions and capabilities to develop tourism based on the following factors: huge market potential (7000 people drive through Millen every day); attractive tourist attractions (the oldest Baptist church in the state, prisons from the Civil War, Georgia state parks...); convenient transportation (with highways, airports, railways), tourism service systems (souvenir shops, dining areas...). The study clearly analyzes the potential for Heritage Tourism development in Jenkins, Georgia and its linkages with other states. However, the study has not mentioned an important element, which is Political Stability. This will be the basis for further studies when applying Gunn's model.

Xing Huibin, Azizan Marzuki, Arman Abdul Razak (2012), Protective development of cultural heritage tourism: The case of Lijiang, China said that “Tourism is considered a double-edged sword, this includes DLDSVH. Besides tourism development, economic growth, there are risks of impacts, pressures on the environment, risks of losing traditions, pressures from crowds of tourists as well as the reluctant migration of local residents.” With many reasons, this article studies to develop the protection and conservation of heritage tourism for cultural heritage in the ancient town of Lijiang, China. The article is very profound with theories on models of development of DLDSVH protection, in which, the authors have designed a model of heritage protection development for Lijiang. The model consists of three parts: support, participation and balance and assumes that the concept of Conservation Development must go through the entire process of developing DLDSVH, which are Planning, Investment, Development, Industrialization, Management and upgrading processes. If all these related factors satisfy the benefit distribution mechanism, the development of DLDSVH applied to Lijiang ancient town is feasible. This is a practical document and can be used as a reference for the development of DLDSVH protection at heritage sites of Vietnam.

1.4. General assessment and research direction of the thesis

1.4.1. General assessment of the results of scientific works before the thesis

The scientific research works are very profound, complete and clear about the tourism industry in general, the narrow sectors, the related issues especially about the business of DLDSVH in particular. Not only in theory but also in practical application, the studies have proposed research methods, evidence and have produced research results with high scientific and practical application. The studies are all valuable scientific documents not only for countries around the world but especially for Vietnam.

Some studies have applied the theoretical framework of the FTS model (Functional Tourism System) by CA Gunn to analyze the potential and current status of exploiting DLDSVH at a certain location, however, the studies have not mentioned the issue of KDDLDSVH in Vietnam:

- The topic of cultural heritage tourism in Vietnam has not been raised. What is the potential and current status of cultural heritage tourism business in Vietnam?

- How satisfied are tourists with the quality of tourism services in general in Vietnam?

- What solutions to promote DLDSVH business specifically apply to developing countries like Vietnam?

- What is the current situation of tourism business in Hoi An Ancient Town cultural heritage site? And what solutions contribute to better promoting business activities in this heritage site?

Therefore, this study will continue to address, analyze, and clarify the above issues.

1.4.2. Research direction of the thesis

Gaps in research on the scientific basis of KDDLDSVH, models for assessing KDDLVH customer satisfaction

Research on the scientific basis of DLDSVH is also quite abundant, however, the scientific basis and research models on DLDSVH business are quite limited. Therefore, the thesis will focus on in-depth research on the theoretical and practical basis of KDDLDSVH and research and analysis to propose criteria for evaluating the potential of KDDLDSVH and criteria for evaluating the current status of KDDLDSVH. From these criteria, it is possible to propose models for evaluating the potential and current status of KDDLDSVH in the following studies.

Besides, there are many models to evaluate tourist satisfaction with service quality in general, but there is no model to evaluate tourist satisfaction with service quality of cultural heritage sites. Tourist satisfaction with service quality at cultural heritage sites is one of the important and key factors to evaluate the current situation of cultural heritage sites business. Therefore, this study will design and propose a model to evaluate tourist satisfaction with service quality at cultural heritage sites in Vietnam . Thereby, it will evaluate the current situation of cultural heritage sites business in Vietnam in general.

Cultural heritage tourism business in Vietnam - 3

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