Local culinary enjoyment is not yet focused on. Some hosts show hospitality by cooking a lot of food, without paying attention to the psychological characteristics, needs and tastes of each type of tourist. Therefore, although tourists feel the hospitality of the host, the professionalism in the services provided to tourists is still limited. [9]
2.2 Current status of tourism in Lang Son province in the period 2012 - 2018
2.2.1 Number of tourists
Lang Son tourism has recently developed in the general context of the whole country with the economy improving, the material and spiritual life of the people improving, the demand for tourism, relaxation, learning about culture, and festivals of the people increasing rapidly. In 2012, Lang Son welcomed 2,016,560 visitors, and in 2015 Lang Son welcomed 2,016,560 visitors.
2,640,000 arrivals, an increase of 5.6% compared to 2016, in 2018 it reached about 2,800,000 arrivals, an increase of 6.3% compared to 201.
Table 2.2 Tourists to Lang Son in the period 2012 - 2018
TT
Target | 2012 | 2013 | 2014 | 2015 | 2016 | 2017 | 2018 | |
1 | Total visitors | 2,016,560 | 2,171,080 | 2,210,400 | 2,350,000 | 2,510,500 | 2,640,000 | 2,800,000 |
% growth | 0.83% | 7.66% | 1.81% | 6.32% | 6.83% | 5.6% | 6.3% | |
2 | International guests | 247,900 | 264,680 | 207,100 | 300,000 | 361,000 | 382,000 | 430,000 |
% growth | 0.16% | 6.77% | -21.75% | 44.86% | 20.33% | 10.6% | 11.6% | |
3 | Domestic guests | 1,768,660 | 1,906,400 | 2,003,300 | 2,050,000 | 2,149,500 | 2,260,000 | 2,378,000 |
% growth | 0.92% | 7.79% | 5.08% | 2.33% | 4.85% | 1.05% | 1.05% | |
4 | Total guests staying | 946,305 | 1,019,370 | 1,053,425 | 1,100,000 | 1,165,000 | 1,353,350 | 1,515,530 |
International guests | 61,975 | 66,170 | 51,775 | 75,000 | 90,250 | 83,550 | 85,128 | |
Domestic guests | 884,330 | 953,200 | 1,001,650 | 1,025,000 | 1,074,750 | 1,269,800 | 1,300,201 | |
5 | Total visitors mandarin | 1,070,255 | 1,151,710 | 1,156,975 | 1,250,000 | 1,345,500 | 1,520,450 | 1,878,870 |
6 | Average length of stay of international visitors | 1.2 | 1.2 | 1.3 | 1.3 | 1.3 | 1.4 | 1.4 |
7 | Average length of stay for domestic guests | 1.3 | 1.4 | 1.5 | 1.6 | 1.7 | 1.8 | 1.8 |
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- International visitors: Since 2012, the number has increased rapidly with an average rate of over 6.09% per year. Of the total number of tourists to Lang Son in 2018, international visitors reached
430,000 visitors (accounting for about 15.3% of the total).
- Domestic visitors: In 2018, Lang Son welcomed 2.38 million domestic visitors, accounting for 84.7% of the total number of visitors to Lang Son. Domestic visitors are mainly visitors to historical revolutionary sites, festivals, exploration, experience, and eco-tourism.
Tourists come to Lang Son by road from Hanoi on National Highway 1A, or via Thai Nguyen on National Highway 1B, visitors from other provinces and international visitors via Huu Nghi border gate. The number of tourists coming to Lang Son is relatively high, however, the length of stay of visitors is low. Because Lang Son tourism products are not attractive, the infrastructure conditions are limited in both quantity and quality.
In general, tourists to Lang Son in recent times are mainly domestic tourists from Hanoi and the northern and southern provinces, mainly sightseeing tourists. International tourists come mainly from some European countries, Korea, Japan, foreigners living and working in Hanoi and especially Chinese tourists account for a large number. International tourists travel independently or in small groups. [10]
2.2.2 Total tourism revenue of Lang Son
These are revenues from tourists in Lang Son province. These revenues include revenues from accommodation, food and beverage, transportation, shopping, entertainment... and other services. These payments not only generate revenue for the tourism industry (businesses managed by tourism) but also generate revenue for other industries such as trade, transportation, post and telecommunications, banking...
Table 2.3 Tourism revenue of Lang Son province in the period 2012 - 2018
Unit: billion VND
TT
Target | 2012 | 2013 | 2014 | 2015 | 2016 | 2017 | 2018 | |
1 | Total revenue | 790 | 810 | 820 | 839 | 870 | 910 | 980 |
2 | Increase/decrease compared to last year | 0.2% | 0.1% | 0.2% | 0.4% | 0.5% | 0.8% | 0.9% |
3 | Growth rate 2012 - 2018 | 5.2% | ||||||
Statistics show that the province's tourism revenue has grown significantly in recent years. From 2012 to 2018, continuing the previous growth momentum, along with the strong increase in domestic tourists to Lang Son province, Lang Son province's tourism revenue still maintained a growth rate of approximately 6% per year. In 2012, it reached 790 billion VND, in 2018 it reached 980 billion VND.
International and domestic visitors to Lang Son spend a lot on accommodation and food services; in which the revenue from food services still accounts for the highest proportion, followed by the revenue from accommodation services. A basic characteristic of Lang Son tourism is that the revenue from goods sales services accounts for a very high proportion, however, most of this revenue is calculated for the trade sector. However, it cannot be denied that the role of tourism activities in generating this revenue is very important.
Current status of tourism development in Lang Son and average spending of tourists in the Northern midland and mountainous region, the average daily spending of international tourists staying overnight in Lang Son in the period 2012 - 2018 was 880,000 VND/day (40 USD/day); domestic tourists staying overnight was 550,000 VND/day (25 USD/day); day visitors were 400,000 VND/day (20 USD/day), thus total social revenue from tourism in 2018 reached 980 billion VND.
In general, Lang Son's tourism revenue is not commensurate with the number of visitors to Lang Son, partly due to the low spending level of visitors, and partly due to limited investment in tourist areas, the quality and level of tourism facilities are not high, not diverse, and low prices. At some tourist attractions, the restaurant system, dining facilities, sales and services for tourists are not yet developed, and traditional craft villages have not been exploited in designing local products as souvenirs for tourists, so it has not encouraged tourists' spending (shopping is a pleasure for tourists and accounts for a significant proportion of tourists' spending structure). Income from staying guests has not reached the set plan (reaching 95%), while income from visitors has increased by more than 20%. This proves that Lang Son tourism has focused on services and created more products to attract tourists than before. However, if guests stay for a long time, there are not many diverse products for them to spend more. [11]
2.2.3 Technical facilities for tourism
Tourism technical facilities are an important factor in the composition of tourism products. The design and development of suitable facilities will not only create the uniqueness and attractiveness of the tourist area but also improve economic efficiency and investment efficiency. It creates the difference between this tourist area and other tourist areas, contributing to preserving, protecting and embellishing the landscape of the tourist area. Technical facilities serving tourism include accommodation facilities, dining facilities, sports and entertainment facilities, means of transport and other tourist facilities. In recent times, a number of tourist attractions have been newly built or renovated, and tourism technical facilities have also been improved, contributing to the growth of tourists to Lang Son. However, investment projects in tourist areas, especially eco-tourism, are still limited.
Currently, the province has 220 accommodation establishments with 2,670 rooms, with an average room occupancy rate of 5% in 2018. In Bac Son district, Quynh Son community tourism cultural village was established in September 2010, contributing to attracting people to participate in providing community tourism services. However, from 2012 to now, the number of households registering for community tourism business has only stopped at 6 households, starting from 5 households initially selected. Community tourism activities here have initially improved the lives of local people.
In general, accommodation facilities in Lang Son are currently lacking and weak. The quality of rooms has not met the needs of domestic and international tourists. There are currently 02 5-star hotels in the province but there are no high-end resorts. In some districts, homestay models have developed spontaneously. Homestay owners invest according to the ability of each family, based on experience, without really researching and based on the needs of tourists, so they can only partially meet the needs of tourists. Therefore, accommodation facilities in Lang Son need to upgrade in quality, develop more in quantity to ensure the needs of tourists and attract guests.
Cuisine is considered a strength of Lang Son but has not been well exploited to serve tourists. There are only a few large restaurants in Lang Son city that meet the diverse culinary needs of tourists, some households provide accommodation services.
Homestays have known how to exploit some dishes with strong local cultural identity and have initially made an impression on tourists. However, the art of preparing dishes has not been introduced or promoted to tourists. The way and skills of serving tourists to enjoy local cuisine have not been focused on. Some family owners show hospitality by cooking a lot of dishes, not paying attention to the psychological characteristics, needs and tastes of each type of tourist. Therefore, although tourists feel the hospitality of the family owner, the professionalism in the services provided to tourists is still limited. [9]
2.2.4 Tourism industry workers
Tourism human resources include direct and indirect labor in the tourism industry. According to statistics from the Department of Culture, Sports and Tourism of Lang Son, by 2018, the total number of regular laborers in the tourism industry of Lang Son province was about 2,930 people.
The Tourism Management Department under the Department of Culture, Sports and Tourism of Lang Son currently has 04 people, including 01 master, 03 bachelors, all trained in tourism. The Tourism Promotion Information Center under the Department of Culture, Sports and Tourism with 10 staff are the key forces managing the tourism industry of the province. In the districts, there are Departments of Culture and Information which are state management units in the field of tourism.
Table 2.4 Total number of tourism workers in Lang Son province 2012-2018
Year
2012 | 2013 | 2014 | 2015 | 2016 | 2017 | 2018 | |
Total number of employees | 1,250 | 1,300 | 1,560 | 1,680 | 2,000 | 2,850 | 2,930 |
In general, the quantity and quality of tourism human resources are still low, accounting for a small proportion of the total labor force in the area; the proportion of highly qualified labor is too small, not meeting the needs of tourism development in the future. Therefore, the issue of training to improve the professional qualifications, skills and foreign languages of tourism human resources, meeting the development needs of Lang Son tourism is one of the most urgent issues. [12]
2.2.5 Tourist market
According to the orientation of Lang Son tourist market to 2020, there are two segments: key market and potential market. Key market is the market that can easily come to Lang Son in the early stage and near future, potential market in the early stage does not have much opportunity to come to Lang Son but in the future, in the years near 2020, will travel more.
*Key markets: For Lang Son tourism, the key markets are identified as some traditional international tourist markets such as the Chinese market and Northeast Asian countries such as Japan, Korea, Taiwan and the domestic tourist market. The growth rate of the international tourist market is relatively low. Domestic tourists to Lang Son are identified as very diverse, belonging to many ages, many different occupations, and can travel alone or in groups. The characteristics of each main target group are as follows:
- Commercial tourists, urban tourists : mainly from Hanoi and other big cities. The main target of this type of tourism is officials and employees in state agencies, businesses... often combining work and tourism. The spending ability of these tourists is quite high, so they often use higher-end tourism services. This type of tourism also often takes place all year round. The main area is Lang Son city.
- Festival and religious tourists : In recent years, festival and religious tourists have developed rapidly. The main target of this type of tourism is the elderly, business people from all over the country. The main areas attracting this type of tourists are concentrated in places with temples, pagodas, shrines in Lang Son city,...
- Sightseeing and relic tourism : Tourists are of all ages. Areas that welcome many domestic tourists for this purpose are Lang Son City, Bac Son, Chi Lang, Binh Gia, Trang Dinh, Loc Binh... (visiting historical and cultural relics; cave landscapes,...
- Ecotourism : Mainly in national parks and nature reserves. This is a new type of tourism developing in our country. Although the real activities with the nature of ecotourism are still very limited, however, the activities with the color of ecotourism in national parks and nature reserves have attracted a significant number of tourists, especially students, pupils, and researchers.
- Weekend tourism: The target audience is Hanoians, people in the surrounding areas of weekend tourist destinations, who want to go on a picnic to find a sense of relaxation after a week of work. The attractions for weekend tourists in Lang Son are Mau Son, the international border gate, the cluster of historical sites in the city and recently in Bac Son.
* Potential markets: Typical markets of this type include ASEAN, Nordic, Russia and Southeast European, New Zealand... For the above mentioned markets, it is necessary to pay attention to tourists from the Netherlands, Italy, Switzerland and Sweden, which are countries with long-term development potential due to the large number of tourists traveling abroad from these countries every year. However, in recent years, the number of tourists from this market has been very limited.
For Vietnam tourism in general and Lang Son tourism in particular, the ASEAN market (mainly Laos, Thailand, Cambodia) will be a very important market, which needs to be exploited through common tourism programs of countries in the region, caravan tourism... Therefore, the province has promoted research and developed a development strategy to expand the domestic and international tourist market. Organize and participate in 10 domestic and international surveys to survey the needs and tastes of tourists, gradually approach and adjust tourism products to suit each tourist market, for the domestic tourist market: focus on the Northeast region, the Red River Delta, for international tourists: focus on the Chinese tourist market, gradually expand to ASEAN countries. [10]
2.2.6 Tourism product system
- Tourism associated with border gates: Sightseeing, shopping, transit, tourism accompanied by other special events such as trade, business, conferences and seminars (MICE)... This type of tourism is still the strength of Lang Son province, attracting many tourists every year.
- Cultural tourism: Visiting relics, research, community tourism, learning about the culture, lifestyle, and cuisine of the ethnic groups in the Northeast region... This is a traditional tourism product of the province and is also quite different from other localities. However, the ability to exploit it is still limited and not commensurate with its potential.
- Eco-tourism: Cave tours, mountain resorts, adventure sports tourism, high-tech agriculture, weekend entertainment... This is a very familiar type of tourism abroad but quite new in Vietnam, especially in Lang Son. Although Lang Son owns many beautiful caves (in addition to Lang Son city, there are many in Bac Son, Binh Gia), many areas can invest in building high-class mountain resorts, attractive fruit gardens... but currently there are not many visitors participating in this type of tourism, although there are quite a few investors who have boldly invested and initially brought certain results.
Currently, in Lang Son, spiritual tourism is attracting a large number of visitors. Every year, the number of tourists visiting festivals and temples in Lang Son is relatively high. However, this type of tourism is often seasonal, and the demand for tourism services is relatively low. [9]
2.2.7 Organization of tourism space
- Tourism territorial zoning: tourism spaces are determined as follows: Central tourism space: Including Lang Son city and vicinity; Southwest tourism space: including two districts Chi Lang and Huu Lung; Western tourism space: Including Bac Son, Binh Gia and Van Quan; Southeast tourism space: Including Loc Binh and Dinh Lap; Northern tourism space: Including Trang Dinh and Van Lang
- System of tourist routes and destinations: divided into groups of tourist destinations of national significance and groups of tourist destinations of local significance. Currently, most of the above tourist destinations are being exploited well and there are many new tourist destinations. However, according to the new Law on Tourism, the concept of national tourist destinations will not be defined, so in the section on spatial organization orientation in the following section, this issue will be discussed in more detail.
Tourist routes are formed based on the road traffic system, mainly along National Highway 1A from Hanoi capital through Huu Lung, Chi Lang to Lang Son city.