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However, there is still a large proportion of tourists who rate the quality of tourism facilities as poor and very poor. When analyzing more deeply the proportion of tourists who rate the quality of tourism facilities as poor and very poor, the results show that: Up to 24.3% of tourists out of the total number of tourists rate the quality of entertainment facilities as poor and very poor. Regarding the quality of accommodation facilities, 13.1% of tourists rate it as poor and very poor. 17.7% rate food services as poor and very poor. The quality of souvenirs is rated by 10.5% of tourists as poor and very poor.

3.2.2.5. Tourists' evaluation of tourism service prices

The results of the survey of tourists from the origin evaluating the prices of tourism services in Phu Tho province (Table 3.9) show that the prices of most tourism services at Phu Tho destination are at a normal level, only the prices of food and beverage services and souvenirs are expensive. More than 20% of tourists rated the prices of transportation services, accommodation services, food and beverage services, entertainment services and souvenirs as expensive. These are also services that some tourists also consider to be too expensive.

According to the survey results, more than half of tourists rated food and beverage prices as expensive (49%) and too expensive (3.2%). The types of services with expensive and too expensive prices according to tourists' assessments were transportation services (33.9%), accommodation services (31.6%), entertainment services (37.1%) and souvenirs (43.1%).

Table 3.9. Percentage of native tourists evaluating the price of tourism services in Phu Tho

Unit: (%)

Interpretation Very cheap

During the period 2000-2013, the system of tourism service establishments in Phu Tho tended to increase but the quality was still low, the service price was still high. The main reason was that these establishments lacked capital, lacked skilled and professional labor force. Therefore, there needed to be effective solutions to improve the quality of these establishments to better serve tourists in the countryside.

3.2.3. Developing human resources for the origin tourism of Phu Tho province

3.2.3.1. Tourism human resources for origin tourism

Synthesizing data from the Phu Tho Provincial Statistics Office (2013) and the Phu Tho Provincial Department of Culture, Sports and Tourism (2013a), we have shown the situation of the labor force for the origin tourism in Phu Tho province in the period 2000-2012 (Table 3.10). The data in the table shows that the number of laborers for the origin tourism in Phu Tho province has increased sharply over the years. In 2000, this force had 375 people, by 2012 it had increased to 2,250 people. The origin tourism labor force has increased, but according to the assessment of the Phu Tho Provincial Department of Culture, Sports and Tourism (2012), the rate of tourism workers who are professionally trained is still low, the quality of training for origin tourism workers is still limited, not meeting the requirements and demands for professionalism, management skills, communication, service quality and a lack of tour guides.

According to the data of the Department of Culture, Sports and Tourism of Phu Tho province in 2012, the number of cadres, civil servants and public employees working in the tourism sector of the province was 73 people, accounting for 3.24% of the total direct labor force in the tourism sector. Of which, 15%

have a master's degree, 85% graduated from university or college. However, the number of workers trained from intermediate level or higher only reached 53.87% of the total number of officials, civil servants and employees in the tourism industry. This shows that this team still needs to be trained, improve their knowledge and professional skills in tourism to be able to fulfill the role of directing and guiding tourism business activities at the grassroots level.

Table 3.10. Situation of tourism labor in Phu Tho province in the period 2000-2012

Year 2000 Year 2006 Year 2012 Speed

Target

PTBQ (%)

According to the tourism industry standards, the number of employees in general compared to the number of rooms in motels and hotels is relatively appropriate. However, the structure is unreasonable, the number of employees in accommodation establishments is small compared to the number of rooms (0.45 people/room, the regulation is 1.5 - 2 people/room). This is a problem that affects the quality of tourism services.

The demand for jobs at tourism service businesses in Phu Tho is not large, influenced by seasonal psychology, focusing on the occasion of Hung Kings' Commemoration Day - Hung Temple Festival in a short period of 10 to 20 days and other unexpected events. Therefore, most tourism service businesses only have a minimum demand for labor. Along with the habit of using relatives and acquaintances that has become a common practice in business, it also greatly affects the quality of labor at accommodation establishments. Most travel businesses are representative offices or branches located in Phu Tho, almost only playing the role of an intermediary to guide,

introduce customers to the organization's headquarters. Therefore, business efficiency is low, and the demand for recruiting specialized and professional workers is not high.

The professional qualifications of Phu Tho tourism workforce still do not meet the development requirements of primary tourism. The reason is that the proportion of workers working at primary tourism establishments who are trained in tourism is only about 30%. Tourism service businesses have weak operational capacity, most of them use family labor and labor that combines many jobs, so the direct labor force in the tourism industry is unskilled labor, accounting for a high proportion. The proportion of state management officials in tourism and tourism business managers who are trained in tourism is low, the majority are trained from other industries and transferred to tourism. The direct tourism workforce with foreign language certificates or higher accounts for 65.96%, of which state management officials and civil servants and tour guides account for a higher proportion. In tourism service businesses, the proportion of staff who know and use foreign languages ​​is very low, only about 10%.

In addition, the staff of state management officials and tourism service units is still very thin: the office of the Department of Culture, Sports and Tourism of Phu Tho province has 10 officials working at the Tourism Professional Department and the Tourism Resource Development Management Department. In 13 districts, cities and towns, there are no full-time tourism management staff, but only part-time staff in the cultural departments. The rate of direct labor at tourism businesses and establishments accounts for 96.76% of the total tourism workforce, of which accommodation establishments account for 55.3%. Tourism human resources of travel agencies and tour guides account for a low rate of about 3.5% in the Phu Tho tourism labor structure. Phu Tho tourism industry still lacks a team of professional tour guides and interpreters, and does not have good experts in marketing and building business development strategies, developing tourism products, entertainment services, etc.

3.2.3.2. Tourists' evaluation of tourism workers' services

The average score of tourists' evaluation of tourism workers' services shows that: security staff's service reached 3.43 points;

Other workers scored from 3.05 to 3.26 points, meaning that most tourists rated the service of these workers at an average level.

Meanwhile, the proportion of tourists who have good reviews for workers in the tourism service sector at Phu Tho destination is relatively high, especially security and order staff.

However, according to the assessment of the original tourists, the service of a part of the tourism workforce still does not meet the requirements. The survey results show that 24.2% of tourists assessed the service of staff at entertainment areas as poor; more than 10% of tourists assessed the staff at restaurants, motels, hotels and tour guides as poor. And more than 1% of tourists assessed the service of restaurant staff, transportation service staff and tour guides as very poor. The survey results of the original tourists assessing the service of tourism workers in Phu Tho are summarized in Table 3.11.

Table 3.11. Percentage of native tourists evaluating the service of tourism workers in Phu Tho

Unit: (%)

One of the fundamental causes of this problem is the low rate of trained tourism workers and the lack of skilled workers. At the same time, the pressure of seasonal operations is too great, especially from the 1st to the 10th of the third lunar month, when the number of visitors is so large that it is impossible to provide enough services to ensure good quality. Therefore, Phu Tho province needs to soon study solutions to overcome the above limitations.

In short, the number of tourism workers has increased but the rate of those trained in tourism is not high, the quality of service is low. The labor structure is unreasonable, the number of workers

The number of accommodation facilities is small compared to the number of rooms, while indirect service workers are too numerous. These are shortcomings in the structure and quality of human resources serving the development of root tourism in Phu Tho province that need to be overcome soon.

3.2.4. Strengthening the promotion of origin tourism in Phu Tho province

Recently, the information, introduction and promotion of Phu Tho's ancestral tourism has been participated by many units and forces, especially through the internet. In addition to traditional forms of information and promotion such as leaflets, brochures, etc., the promotion and introduction of the potential and strengths of developing ancestral tourism of the province on the internet has also received attention. Specifically, Phu Tho Electronic Newspaper has established a separate "Tourism - Festival" column to fully update cultural and tourism events, historical relics, traditional festivals, cuisine - restaurants, etc. The Provincial Radio and Television Station and related departments and branches all have electronic information pages located at the Phu Tho province electronic communication portal. Much information about the province's ancestral tourism has been cited by other websites, both at the central and local levels. On the other hand, many units and enterprises have also paid attention to promoting the image of the homeland and types of tourism, and tourism information on the internet.

In the period 2006-2012, the Department of Culture, Sports and Tourism of Phu Tho province released over 6,000 VCDs introducing and promoting Phu Tho tourism. Printed and distributed publications promoting and advertising tourism and investment calling projects: 5,000 Phu Tho tourism brochures, 6,000 leaflets promoting and introducing national historical relics, more than 5,000 VCDs introducing and promoting tourism and investment calling projects.

10,000 tourist maps, over 2,500 Phu Tho Tourism Handbooks. New construction and maintenance of dozens of large billboards at gateways and central locations of the province, nearly 20,000 banners, billboards, etc.

In 2012 alone, the Phu Tho Provincial Tourism Development Steering Committee focused on directing investment promotion activities to promote Phu Tho tourism image with a focus on domestic and international tourism markets. The Department of Culture, Sports and Tourism of Phu Tho Province published brochures and maps promoting Phu Tho tourism; the Culture, Sports and Tourism magazine; and directed the organization of folk festivals throughout the province to preserve the national cultural identity. The Provincial Tourism Development Steering Committee regularly coordinates with central and local press agencies, radio and television stations to