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Customer Reviews of Sustainable Souvenir Sales at Three Monuments


According to the evaluation results in Table 2.44 at 02 locations, the customer evaluation score is mainly at level 3 accounting for 77.4%, at level 2 accounting for 22.6%. Both DTs have the most repeated evaluation score of 3 (moderate is 3). The smallest evaluation score of both DTs is 2 and the highest evaluation score is 3.

2.5.1.4. Souvenir sales activities

The results of tourists' evaluation are shown in Table 2.45, Appendix 3: Tables 2.14, 2.15, 2.16.

Table 2.45. Customer evaluation of souvenir sales activities towards sustainable development at three relics


Evaluation criteria

Rating Points

Central

jar

Literature

Temple

Gem

Paint

Neck

Loudspeaker

1. Suitable product types

2.0

2.1

2.0

2.0

2. Rich souvenir products

2.2

2.3

2.2

2.1

3. Attractive and beautiful souvenir designs and models

2.3

2.4

2.3

2.1

4. Main products are traditional products

2.2

2.3

2.2

2.1

5. Reasonable price of souvenir products

2.1

2.1

2.1

2.0

6. Environmentally friendly souvenirs

2.1

2.1

2.0

2.0

7. The souvenir sellers are very friendly

2.1

2.1

2.1

2.0

8. Souvenir sellers have good sales skills

2.1

2.1

2.0

2.0

9. The souvenir vendors' uniforms are very appropriate.

2.0

2.0

2.0

2.0

Maybe you are interested!

Customer Reviews of Sustainable Souvenir Sales at Three Monuments

Source: Survey results, 2010

Thus, the overall evaluation results of all criteria are quite low (mostly between 2.0 and 2.3 on the Likert scale). This shows that the organization of souvenir sales activities is still very limited, and some contents related to sustainable development criteria have not been implemented such as expressing the value of DTLSVH, using local resources, and being environmentally friendly.


Table.2.46. Customer evaluation of the criterion "Suitable product types" at three relics


Evaluation criteria

03 DT

VM

NS

CL

%

Total

Total

%

Total

Total

%

Total

Total

%

Total

Total

Suitable product categories









Total


356


155


106


95

% Total


100


100


100


100

Strongly disagree

3

9

4.5

7

1.9

2


-

Disagree

91.3

325

85.2

132

96.2

102

95.8

91

Neither agree nor disagree

protest


5.9


21


10.3


16


0.9


1

4.2

4

Agree


-


-


-


-

Totally agree


-


-


-


-

Medium


2


2.1


2


2

Median


2.5


2.5


2.5


2.5

Fashion


2


2


2


2

Standard deviation


0.3


0.4


0.2


0.2

Minimum value


1


1


1


2

Maximum value


3


3


3


3

Source: Survey results, 2010

According to the evaluation results in Table 2.46 at 03 locations, the guest evaluation score is mainly at level 2, accounting for 91.3%. All three DTs have the most repeated evaluation score of 2 (mode is 2). The guest evaluation scores at DTNS and DTCL have the same dispersion compared to the average (same average value and standard deviation are both 0.2). The lowest evaluation score: DTCL is 2, the remaining 02 DTs are all 1. The highest evaluation score of the three relics is 3.

2.5.2. Tourists' evaluation of the organization of tourism activities towards sustainable development at three relics

The evaluation results are shown in Table 2.47, Appendix 3: Table 2.19, Table 2.20, Table 2.21.


Table 2.47. Visitors' evaluation of the organization of tourism activities towards sustainable development at three relics



Evaluation criteria

Rating Points

Central

jar

Literature

Temple

Gem

Paint

Neck

Loudspeaker

1. Have adequate parking

2.1

1.9

1.9

2.5

2. Full public toilet facilities

2.3

2.4

2.0

2.4

3. Reasonable entrance fee

2.2

2.3

2.1

2.2

4. Appropriate language and wayfinding signage system

2.2

2.3

2.1

2.2

5. The attitude of local residents is friendly and harmonious

2.4

2.3

2.3

2.7

6. Clean and beautiful landscape

2.4

2.5

2.4

2.4

7. Managers and service staff have good attitudes

2.7

2.7

2.5

2.8

Source: Survey results, 2010

Thus, all evaluation results of criteria on conditions for organizing tourist activities for visitors are in the range of 2.1 to 2.7 (Likert scale). The highly rated criteria are managers and service staff with good attitudes (2.7), clean and beautiful landscape (2.4), the lowest rated criteria are suitable parking (2.1), appropriate signage system, and language (2.2).

Table.2.48. Visitors' evaluation of the criteria "System of signs, appropriate language" at three relics


Evaluation criteria


Total

VM

NS

CL

Directional signage system, language

appropriate language









Total


356


155


106


95

% Total


100


100


100


100

Strongly disagree

0.3

1

0.6

1


-


-

Disagree

77.8

277

70.3

109

87.7

93

78.9

75

Neither agree nor disagree

21.9

78

29.0

45

12.3

13

21.1

20

Agree


-


-


-


-

Totally agree


-


-


-


-

Medium


2.2


2.3


2.1


2.2

Median


2.6


2.7


2.6


2.6

Fashion


2


2


2


2

Standard deviation


0.4


0.5


0.3


0.4

Minimum value


1


1


2


2

Maximum value


3


3


3


3

Source: Survey results, 2010


According to the evaluation results in Table 2.42 at 03 points, the customer evaluation score is mainly at level 2 accounting for 77.8%, at level 3 accounting for 21.9%. All three DTs have the most repeated evaluation score of 2 (moderate is 2). The lowest evaluation score: DTVM is 1, the remaining 02 DTs are all 2. All three DTs have the highest evaluation score of 3.

2.5.3. Tourists' evaluation of the results of tourism activities at three relics

The results of tourists' evaluation according to the above criteria are shown in Table 2.49, Appendix 3: Table 2.22, Table 2.23, Table 2.24, Table 2.25.


Evaluation criteria

Rating Points

Central

jar

Literature

Temple

Gem

Paint

Neck

Loudspeaker

1. Satisfied with the organization of tourism activities

2.2

2.2

2.1

2.2

2. Had good experiences

2.2

2.3

2.1

2.2

3. I am impressed

2.4

2.5

2.3

2.3

4. I will inform my relatives and friends

2.5

2.5

2.3

2.5

5. I will be back

2.4

2.5

2.3

2.5

Table 2.49. Visitors' evaluation of the results of sustainable tourism activities at three relics


Source: Survey results, 2010

Thus, according to the general assessment, the results of tourism activities in 03 DTs are quite low (mostly between 2.2 and 2.5 on the Liker scale). In the assessment criteria, the criteria on sustainable development such as will inform friends, will come back are rated higher and more evenly (from 2.4 - 2.5).


Table.2.50. Visitors' evaluation of the criterion "Had good experiences" at three relics

Evaluation criteria

03 DT

VM

NS

CL

Had experiences

good

%

Total


Total

%

Total


Total

%

Total


Total

%

Total


Total

Total


356


155


106


95

% Total


100


100


100


100

Strongly disagree


-


-


-


-

Disagree

76.7

273

67.7

105

89.6

95

76.8

73

Neither agree nor disagree

protest


23.3


83

32.3

50

10.4

11

23.2

22

Agree


-


-


-


-

Totally agree


-


-


-


-

Medium


2.2


2.3


2.1


2.2

Median


2.7


2.7


2.6


2.7

Fashion


2


2


2


2

Standard deviation


0.4


0.5


0.3


0.4

Minimum value


2


2


2


2

Maximum value


3


3


3


3

Source: Survey results, 2010

According to the evaluation results in Table 2.42 at 03 points, the customer evaluation score is mainly at level 2 accounting for 76.7%, at level 3 accounting for 23.3%. All three DTs have the most repeated evaluation score of 2 (moderate is 2). The three DTs have the smallest evaluation score of 2 and the highest evaluation score of 3.

2.6. COOPERATION BETWEEN TRAVEL BUSINESSES AND RELICS MANAGEMENT UNITS IN ORGANIZING TOURISM ACTIVITIES

Interview responses (9/9) all agreed that the coordination between travel agencies and relic management units to organize tourism activities is still limited and is shown in the following contents:


- Coordinate to attract visitors to the DTLSVH. The content to attract visitors to the DTLSVH only stops at general information about tourist attractions in the tourist route of the tourism program. VMQTG and DTNS are currently the priority destinations in the tour program to visit Hanoi city of travel agencies. In some tourism programs, the information content about the route has been described in more detail.

- There is no coordination in organizing surveys on the ability to meet and the needs of visitors. Because the main function and task is conservation, and because the resources of each DT are limited, it is difficult and impossible to self-deploy activities to research the needs of tourists at the DTLSVH. According to the opinions of most managers representing the relic management units and travel businesses, the issue of researching tourists' needs has also been mentioned in recent years, but no specific content has been implemented. The relic management units only rely on the values ​​of the relic to propose some main tourism activities such as tour guides, souvenir sales, and organizing periodic festival activities.

- There is no coordination in developing methods for organizing tourism activities: travel agencies have not coordinated with relic management units to develop specific activities for each type of guest, regular activities in terms of scale, type, time, duration, cost... especially developing regulations and conditions to ensure security, safety, and environmental sanitation;.

- There is no coordination in choosing media about the monuments.

- Not yet coordinated in organizing tourism activities at the DTLSVH including: such as registering tourist groups, types of activities, evaluating results, consulting tourists' opinions; coordinating in preparing and developing plans to handle problems arising at the DTLSVH; coordinating in statistics and managing records of tourists using services at the relics; coordinating in organizing activities and supporting services.

- There is no coordination in preparing resources for managing and coordinating tourism activities in the DTLSVH such as: investing in facilities, training human resources such as tour guides, interpreters, applying procedures for registering to welcome and serve tourists, etc.


2.7. SOME GENERAL ASSESSMENTS ON SUCCESSES AND LIMITATIONS

Through analyzing the current status of tourism activities in 03 DTLSVH towards sustainable development based on the results of tourist surveys, in-depth interviews, and field surveys, it is possible to draw assessments and comments on successes and limitations.

2.7.1. Success and its causes

Firstly , some sustainable development orientation contents have been mentioned in the plan to preserve and promote the values ​​of the DTs.

Second, all three relics maintain regular activities of displaying artifacts, guiding visitors, and selling souvenirs. Performing arts activities are only maintained at the World Heritage Site. Festival activities are held periodically every year at the World Heritage Site and the World Heritage Site.

Third , the number of visitors, revenue and budget contributions of relics increased.

Fourth, travel businesses, suppliers, and some museum and relic management units have had initial discussions on coordinating the development of cultural tourism products.

Fifth , tourism activities in the regions have considered improving the quality of tourists’ experiences. At VMQTG, tourists also had the opportunity to interact with artists, write their own calligraphy, and play human chess. At Co Loa festival, visitors had the opportunity to participate in some games such as swinging, crossbow shooting, etc.

Sixth , the organization of tourism activities in ethnic areas has prioritized visitors such as students, children, the elderly, the disabled, and veterans.

Saturday , environmental sanitation and security and order are maintained.

Reason

Firstly , due to the advantages in conditions for developing cultural tourism of the capital Hanoi compared to other localities and some other countries in the region.


Second, awareness of preserving and promoting the value of relics for tourism in the country in general and Hanoi in particular has been gradually raised.

Third, the capacity of the management boards of the relics has increased. Technical facilities have been invested and upgraded, human resources are abundant and have basic training in tourism.

Fourth, the relationship between travel businesses and tourism management boards has improved.

Fifth, state management of tourism has had positive changes in coordination by sector and territory. The Department of Culture, Sports and Tourism has coordinated well with other departments to remove difficulties, actively and proactively carry out tourism promotion activities, orient product development and create opportunities for introduction and market expansion. Training and retraining of human resources.

2.7.2. Limitations and causes Limitations

Firstly, tourism activities are still poor, monotonous and lack specific orientation for sustainable tourism development.

Second, information about tourism activities at the relic, the values ​​and experiences that can be brought to tourists has not been disseminated.

Third, there has been no survey, design and implementation of tourism activities towards sustainable development, and no criteria for organizing tourism activities towards sustainable development have been established.

Fourth, activities have not really exploited the value of the relic and the traditional cultural values ​​of the local community; there is no close connection between tourism activities at the relic and tourism activities at other tourist destinations.

Fifth, the activities are not organized in a way that meets the needs of tourists and stakeholders in organizing tourism activities at historical and cultural sites for experience, education on protection and promotion of heritage values, and community responsibility; and does not ensure access for many types of visitors.

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