The results of this study show that cultural tourism attractions in destinations have a positive impact on international tourist destinations' evaluation of the attractiveness of abstract attributes of cultural tourism attractions in destinations.
The impact of long-term orientation factor distance in culture between two countries on international tourists' evaluation of the attractiveness of cultural tourism resources at the destination
Fifth, the results of the study showed a rather interesting finding about the influence of CDLTO on the international KDL's assessment of the attractiveness of cultural TNDL at the destination. Accordingly, CDLTO has a negative influence on the international KDL's assessment of the attractiveness from abstract attributes of resources but has a positive influence on the international KDL's assessment of the attractiveness from specific attributes of cultural TNDL. This is completely consistent with the reality when Vietnam is in the group of countries with high LTO index. Therefore, countries with CDLTO far from Vietnam are often countries with low CDLTO index. In terms of individual behavior, KDL in countries with low LTO index often value specific factors, actions at the present time, and implementation of short-term goals. Therefore, they underestimate abstract attractive attributes and overestimate specific attributes.
The influence of cultural distance between two countries on international tourists' evaluation of the attractiveness of cultural tourism resources at the destination
Finally, the distance of individual passion (CDIND) - a new factor added by Hofstede in 2010 - was also considered in this study. The results showed that CDIND has an influence but a negligible influence on the determination of the criteria of cultural tourism attractiveness (including specific criteria and landscape criteria). However, CDIND did not show any relationship with international tourism organizations' evaluation of the attractiveness of cultural tourism in the destination.
The above analysis results have shown that the direction and level of influence of each cultural distance factor (CDIDV, CDUAI, CDIND, CDMAS, CDLTO, CDPDI) on the assessment of international tourism destinations on the attractiveness of cultural tourism are very different. This is the basis for a deeper understanding of the characteristics of preferences and behaviors of international tourism destinations and from there, it is possible to choose appropriate bases in market analysis, develop appropriate policies and strategies for destination marketing, and introduce cultural tourism products in each market.
5.1.4. Factors measuring international tourists' assessment of the attractiveness of cultural tourism resources are affected differently by national cultural distance.
5.1.4.1. International tourists' assessments of the importance of abstract attraction criteria are significantly influenced by national cultural distance.
Visitors' assessment of the importance of abstract criteria in creating the attractiveness of cultural tourism destinations (TCTT) includes 6 observed variables. These are abstract criteria such as beauty, uniqueness, popularity, etc. The importance of these criteria in creating the attractiveness depends on the individual perception of the destination. Therefore, the research results showing that cultural distance differences affect the factors are quite appropriate. There are 4 factors: distance of individualism factor (CDIDV), distance of personal passion factor (CDIND), distance of masculinity factor (CDMAS) and distance of power factor (CDPDI) affecting the TCTT factor at R 2 = 0.219 (21.9%). In which, the CDIDV factor has the strongest and most positive influence (+0.507) and CDIND has the weakest and most negative influence (-0.112). The remaining two national cultural distance factors are CDUAI,
CDLTO has no influence on determining the importance of abstract criteria in creating the attractiveness of cultural tourism. Specifically:
TCTT = β 0 + 0.507 CDIDV - 0.112 CDIND – 0.128 CDPDI + 0.155 CDMAS
The above results imply that: national cultural distance affects the KDL's assessment of the importance of abstract criteria at a rate of 21.9%. Specifically:
Tourists from countries with greater individualism distance (CDIDV) and masculinity distance (CDMAS) from the destination country will place higher importance on abstract criteria of cultural tourism. That is, tourists from countries with greater CDIDV and CDMAS will be more interested in learning about abstract criteria of cultural tourism at the destination. Among them, individualism is still the most significant factor.
In contrast to the distance of the power factor (CDDPI), KDL will attach more importance to the abstract criteria of resources when coming to countries with power distance (CDDPI) close to their own country. This result can be applied in building the image of DLVH destinations. For example, when implementing marketing, introducing information about DLVH image in markets with individualistic distance
In the long run, it is necessary to focus on the abstract values of cultural tourism (uniqueness, beauty, liveliness, popularity, etc.) rather than introducing specific attributes (such as quantity, diversity, ease of access, etc.).
5.1.4.2. International tourists' assessments of the importance of specific attraction criteria are not influenced by national cultural distance.
The evaluation factor of international tourism on the importance of specific criteria of cultural tourism at the destination (TCCT) includes 4 observed variables which are specific factors that visitors can easily observe and feel through the manifestation of resources. The test results showed that no national cultural distance value affects the evaluation factor of the importance of specific criteria in creating the attractiveness of cultural tourism. This has confirmed that neither national cultural distance nor the level of cultural difference will have the same influence on the overall preferences and behaviors of international tourism as mentioned in previous studies. Some specific values of resources such as quantity, diversity, ease of access and integrity of resources will not be related to the cultural differences between two countries. The results are consistent with practice because the criteria of quantity, diversity, convenience, and integrity of resources are often general, universal, predetermined, and rarely change according to context or destination.
5.1.4.3. International tourists' assessment of the importance of attractiveness criteria from landscape and atmosphere is significantly influenced by national cultural distance.
The international KDL's evaluation factor on the importance of landscape and atmosphere criteria (TCCQ) includes 2 observed variables: the landscape surrounding cultural tourism and the psychological atmosphere surrounding cultural tourism at the destination. There are 5 national cultural distance values: the distance of individualism factor (CDIDV), the distance of risk avoidance (CDUAI), the distance of personal passion factor (CDIND), the distance of power factor (CDPDI) and the distance of long-term orientation factor (CDLTO) that affect the TCCQ factor at the R 2 level.= 0.178 (17.8%).
In which, the CDIDV factor has the strongest and most positive influence (+ 0.496), while the CDIND factor has the weakest influence (+ 0.007). The remaining CDMAS factor has no influence on determining the importance of landscape and atmosphere criteria in creating the attractiveness of cultural tourism at the destination.
TCCQ = β 0 + 0.496 CDIDV - 0.082 CDUAI + 0.007 CDIND – 0.156 CDPDI
+ 0.094 CDLTO
This result implies that: Tourists from countries with greater distances from individualism (CDIDV), individual passion factor distance (CDIND) and long-term orientation (CDLTO) to the destination country are more interested in and place a higher level of importance on the landscape and atmosphere attributes surrounding cultural tourism. Conversely, tourists will place a higher level of importance on the landscape and atmosphere criteria when coming to destinations that are countries with CDUAI and CDPDI close to their own country.
5.1.4.4. International tourists' assessment of the attractiveness of the attributes
Abstraction is strongly influenced by national cultural distance.
The international KDL's assessment of the abstract attractiveness of cultural tourism (TTTT) includes 4 observed variables, which are the assessment of the attractiveness from the attributes of fame, uniqueness, beauty and suitability to tourism needs of cultural tourism at the destination. In which, the two factors of passion distance (CDIND) and long-term orientation distance (CDLTO) are not influential, the remaining 4 national cultural distance values, CDIDV, CDUAI, CDPDI, CDMAS, all have a significant influence on the abstract assessment factor at 71.4%. In which, the CDIDV factor has the strongest and most negative influence (-0.849), the CDPDI factor has the strongest and most positive influence (+0.128).
TTTT = β 0 - 0.849 CDIDV - 0.186 CDUAI – 0.316 CDMAS + 0.128 CDPDI
This result implies that: national cultural distance has the strongest and most significant influence on international tourist destinations' evaluation of the attractiveness of abstract attributes of cultural tourism resources (Attractiveness from unique attributes, popularity, beauty, suitability to international tourist needs of cultural tourism resources in Vietnam). Tourists from countries with greater distances from CDIDV, CDUAI, CDMAS tend to underestimate the attractiveness of abstract attributes of cultural tourism resources at the destination. This is different from the common perception that international tourists will appreciate the attractiveness of cultural tourism resources when those values are more different from their original culture. This result has deepened the understanding of the influence of national cultural distance on the attractiveness of cultural tourism at the destination through the assessment of international tourism and is the basis for proposing solutions in tourism development based on cultural tourism in Vietnam.
5.1.4.5. International tourists' assessment of the attractiveness of specific attributes
can be significantly influenced by national cultural distance.
Specific assessment (TTCT) includes 3 observation variables: assessment of attractiveness from the diversity of cultural tourism types, convenient access and integrity of cultural tourism.
In terms of cultural distance, there are three influential national cultural distance values, namely CDIDV, CDMAS and CDLTO, which influence international tourism's assessment of the attractiveness of specific attributes of cultural tourism at a rate of 20.7% (R 2 = 0.207). In which, the CDLTO factor has the strongest and most positive influence, while the CDIDV and CDMAS factors have the negative influence.
TTCT = β 0 – 0.178 CDIDV - 0.109 CDMAS + 0.339 CDLTO
The above results imply that, the farther the individualism (CDIDV) and masculinity (CDMAS) distance, the lower the attractiveness of specific attributes of cultural tourism destinations. The remaining two factors, CDLTO, have a positive influence on the international tourist's assessment of the attractiveness of specific attributes of cultural tourism destinations. This is also quite consistent with reality because in terms of individual behavior, LTO is an index measuring the individual's interest in standards, details and short-term/long-term goals. Therefore, the farther the LTO distance, the more the tourist is interested in and appreciates specific attributes. On the contrary, they are not interested in abstract attributes of cultural tourism destinations.
5.1.4.6. International tourists' evaluation of the attractiveness of landscape and atmosphere attributes is insignificantly influenced by national cultural distance.
Landscape assessment (TTCQ) includes 4 observed variables: assessment of the attractiveness of the landscape, psychological atmosphere, lifestyle, customs of the people and the vivid expression of resources in the lives of the people around the cultural tourism destination. There are 2 factors CDIDV and CDLTO that affect the assessment of international tourist destinations on the attractiveness of the landscape attributes and atmosphere of cultural tourism destination but the influence is insignificant at 2% (R 2 = 0.002).
TTCQ = β 0 - 0.092 CDIDV + 0.113 CDLTO
The above results imply that cultural distance does not have a significant effect on the evaluation of the attractiveness of the landscape and atmosphere attributes of cultural tourism destinations. This can be explained by the fact that these two factors are not directly related to national cultural factors, but the perception and evaluation of the landscape and psychological atmosphere will be mainly influenced by the individual psychological factors of international tourism destinations.
The theoretical contributions of the thesis as analyzed have extremely important scientific significance, helping to supplement a deeper understanding of the influence of
national cultural distance to the preferences, perceptions and behaviors of international tourism consumers. By clearly identifying the relationship between national cultural distance and different groups of factors measuring the attractiveness of cultural tourism through the assessment of international tourism, destination managers and tourism businesses can have a better basis for building destination images or promoting the image of the country's cultural tourism to suit each market.
5.2. Discuss the results of the study on international tourists' evaluation of
The attractiveness of cultural tourism resources in Vietnam
Currently, studies aimed at examining the factors affecting the demand, characteristics, and preferences for Vietnamese cultural tourism of international tourist destinations are still limited. Therefore, the use of the Hofstede index and Jackson's formula to determine the impact of national cultural distance on the criteria and evaluation of tourist destinations on the attractiveness of cultural tourism contributes a new research result that is meaningful both in theory and practice for the development of cultural tourism in Vietnam. The research results of the thesis will be a necessary source of data to support state management agencies in the process of building policies and orientations suitable for international tourist markets that are the target of Vietnamese tourism.
The thesis has synthesized and identified the attributes to evaluate the attractiveness of cultural tourism, suitable for the context of Vietnam. This result will also be a very meaningful contribution in terms of practice because this is the basis for market researchers to use as a basis for their research tasks.
Through the ranking of the importance of criteria and evaluation of international tourist destinations to Vietnam on the attractiveness of cultural tourism attributes in Vietnam, the thesis has deepened the understanding of the preferences and perceptions of international tourist destinations about Vietnam. This is a reference for travel agencies in building cultural tourism products and a reference source for state management agencies in orienting and planning cultural tourism development.
5.2.1. International tourists' assessment of the importance of criteria in creating the attractiveness of cultural tourism resources in Vietnam
The results of statistical analysis of the ranking of the importance of the criteria that create the attractiveness of cultural tourism in Vietnam showed that: Tourists pay quite high attention to the criteria of integrity (mean = 4.29), originality (mean = 4.14), cultural atmosphere surrounding resources (mean = 3.73), landscape surrounding cultural tourism (mean = 3.63) and uniqueness of cultural tourism (mean = 4.29).
3.61). The second group of concerns (at an average level) are the criteria: diversity of resource types (mean = 3.30); attitude of local communities towards the tourist area (mean = 3.16), convenience of access to the cultural tourist area (mean
= 2.96). The last group is less important for KDL when coming to Vietnam, which are the criteria: quantity of cultural tourism at the destination (mean = 2.86), meeting diverse needs from KDL of cultural tourism (mean = 2.84), beauty of cultural tourism (mean = 2.78) and popularity of cultural tourism in Vietnam (mean = 2.68). Specifically, the analysis results are shown in Table 5.3 as follows:
Table 5.3. International tourists' ranking of the importance of criteria in creating the attractiveness of cultural tourism resources in Vietnam
RANKING
Criteria to be evaluated | Mean | Std. Deviation | |
1 | Cultural tourism criteria in Vietnam have high integrity | 4.29 | 0.451 |
2 | Cultural tourism criteria in Vietnam have high originality | 4.14 | 0.499 |
3 | Criteria for the psychological atmosphere surrounding literary works chemistry in vietnam is comfortable | 3.73 | 0.398 |
4 | Criteria for beautiful landscape surrounding cultural tourism in Vietnam | 3.63 | 0.479 |
5 | Cultural tourism criteria in Vietnam have high uniqueness. | 3.61 | 0.656 |
6 | Cultural tourism criteria in Vietnam are diverse in types. | 3.30 | 0.537 |
7 | Criteria for friendliness and hospitality of local people surrounding cultural tourism in Vietnam | 3.16 | 0.683 |
8 | Cultural tourism criteria in Vietnam are highly dynamic. | 2.97 | 0.713 |
9 | Criteria for accessibility to cultural tourism in Vietnam favorable | 2.94 | 0.421 |
10 | Criteria of customs and lifestyle of local people around TNDL interesting culture | 2.88 | 0.845 |
11 | Criteria for the number of cultural tourism destinations in Vietnam | 2.86 | 0.482 |
12 | Criteria for conformity with the needs of international tourism The economy of cultural tourism in Vietnam | 2.84 | 0.557 |
13 | Criteria for beautiful cultural tourism resources in Vietnam | 2.78 | 0.435 |
14 | Famous cultural tourism criteria in Vietnam | 2.68 | 0.537 |
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Factors Affecting International Tourists' Evaluation of the Attractiveness of Cultural Tourism Resources at Destination -
Identify Rating Levels and Rating Scales
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of the islanders. Therefore, this indicator will be divided into two sub-indicators:
a1. Natural tourism attractiveness a2. Cultural tourism attractiveness
b. Tourist capacity
The two island communes in Quan Lan have different capacities to receive tourists. Minh Chau Commune is home to many standard hotels and resorts, attracting high-income domestic and international tourists. Meanwhile, Quan Lan Commune has many motels mainly built and operated by local people, so the scale and quality are not high, and will be suitable for ordinary tourists such as students.
c. Time of exploitation of Quan Lan Island Commune:
Quan Lan tourism is seasonal due to weather and climate conditions and festivals only take place on certain days of the year, specifically in spring. In Quan Lan commune, the period from April to June and from September to November is considered the best time to visit Quan Lan because the cultural tourism activities are mainly associated with festivals taking place during this time.
Minh Chau island commune:
Tourism exploitation time is all year round, because this is a place with a number of tourist attractions with diverse ecosystems such as Bai Tu Long National Park Research Center, Tram forest, Turtle Laying Beach, so besides coming to the beach for tourism and vacation in the summer, Minh Chau will attract research groups to come for tourism combined with research at other times of the year.
d. Sustainability
The sustainability of ecotourism sites in Quan Lan and Minh Chau communes depends on the sensitivity of the ecosystems to climate changes.
landscape. In general, these tourist destinations have a fairly high level of sustainability, because they are natural ecosystems, planned and protected. However, if a large number of tourists gather at certain times, it can exceed the carrying capacity and affect the sustainability of the environment (polluted beaches, damaged trees, animals moving away from their habitats, etc.), then the sustainability of the above ecosystems (natural ecosystems, human ecosystems) will also be affected and become less sustainable.
e. Location and accessibility
Both island communes have ports to take tourists to visit from Van Don wharf:
- Quan Lan – Van Don traffic route:
Phuc Thinh – Viet Anh high-speed boat and Quang Minh high-speed boat, depart at 8am and 2pm from Van Don to Quan Lan, and at 7am and 1pm from Quan Lan to Van Don. There are also wooden boats departing at 7am and 1pm.
- Van Don - Minh Chau traffic route:
Chung Huong high-speed train, Minh Chau train, morning 7:30 and afternoon 13:30 from Van Don to Minh Chau, morning 6:30 and afternoon 13:00 from Minh Chau to Van Don.
f. Infrastructure
Despite receiving investment attention, the issue of infrastructure and technical facilities for tourism on Quan Lan Island is still an issue that needs to be resolved because it has a direct impact on the implementation of ecotourism activities. The minimum conditions for serving tourists such as accommodation, electricity, water, communication, especially medical services, and security work need to be given top priority. Ecotourism spots in Minh Chau commune are assessed to have better infrastructure and technical facilities for tourism because there are quite complete and synchronous conditions for serving tourists, meeting many needs of domestic and foreign tourists.
3.2.1.4. Determine assessment levels and assessment scales
Corresponding to the levels of each criterion, the index is the score of those levels in the order of 4, 3, 2, 1 decreasing according to the standard of each level: very attractive (4), attractive (3), average (2), less attractive (1).
3.2.1.5. Determining the coefficients of the criteria
For the assessment of DLST in the two communes of Quan Lan and Minh Chau islands, the students added evaluation coefficients to show the importance of the criteria and indicators as follows:
Coefficient 3 with criteria: Attractiveness, Exploitation time. These are the 2 most important criteria for attracting tourists to tourism in general and eco-tourism in particular, so they have the highest coefficient.
Coefficient 2 with criteria: Capacity, Infrastructure, Location and accessibility . Because the assessment area is an island commune of Van Don district, the above criteria are selected by the author with appropriate coefficients at the average level.
Coefficient 1 with criteria: Sustainability. Quan Lan has natural and human-made ecotourism sites, with high biodiversity and little impact from local human factors. Most of the ecotourism sites are still wild, so they are highly sustainable.
3.2.1.6. Results of DLST assessment on Quan Lan island
a. Assessment of the potential for natural tourism development
For Minh Chau commune:
+ Natural tourism attractiveness is determined to be very attractive (4 points) and the most important coefficient (coefficient 3), so the score of the Attractiveness criterion is 4 x 3 = 12.
+ Capacity is determined as average (2 points) and the coefficient is quite important (coefficient 2), then the score of Capacity criterion is 2 x 2 = 4.
+ Exploitation time is long (4 points), the most important coefficient (coefficient 3) so the score of the Exploitation time criterion is 4 x 3 = 12.
+ Sustainability is determined as sustainable (4 points), the important coefficient is the average coefficient (coefficient 1), so the score of the Sustainability criterion is 4 x 1 = 4 points
+ Location and accessibility are determined to be quite favorable (2 points), the coefficient is quite important (coefficient 2), the criterion score is 2 x 2 = 4 points.
+ Infrastructure is assessed as good (3 points), the coefficient is quite important (coefficient 2), then the score of the Infrastructure criterion is 3 x 2 = 6 points.
The total score for evaluating DLST in Minh Chau commune according to 6 evaluation criteria is determined as: 12 + 4 + 12 + 4 + 4 + 6 = 42 points
Similar assessment for Quan Lan commune, we have the following table:
Table 3.3: Assessment of the potential for natural ecotourism development in Quan Lan and Minh Chau communes
Attractiveness of self-tourismof course
Capacity
Mining time
Sustainability
Location and accessibility
Infrastructure
Result
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
CommuneMinh Chau
12
12
4
8
12
12
4
4
4
8
6
8
42/52
Quan CommuneLan
6
12
6
8
9
12
4
4
4
8
4
8
33/52
b. Assessment of the potential for humanistic tourism development
For Quan Lan commune:
+ The attractiveness of human tourism is determined to be very attractive (4 points) and the most important coefficient (coefficient 3), so the score of the Attractiveness criterion is 4 x 3 = 12.
+ Capacity is determined to be large (3 points) and the coefficient is quite important (coefficient 2), then the score of the Capacity criterion is 3 x 2 = 6.
+ Mining time is average (3 points), the most important coefficient (coefficient 3) so the score of the Mining time criterion is 3 x 3 = 9.
+ Sustainability is determined as sustainable (4 points), the important coefficient is the average coefficient (coefficient 1), so the score of the Sustainability criterion is 4 x 1 = 4 points.
+ Location and accessibility are determined to be quite favorable (2 points), the coefficient is quite important (coefficient 2), the criterion score is 2 x 2 = 4 points.
+ Infrastructure is rated as average (2 points), the coefficient is quite important (coefficient 2), then the score of the Infrastructure criterion is 2 x 2 = 4 points.
The total score for evaluating DLST in Quan Lan commune according to 6 evaluation criteria is determined as: 12 + 6 + 6 + 4 + 4 + 4 = 36 points.
Similar assessment with Minh Chau commune we have the following table:
Table 3.4: Assessment of the potential for developing humanistic eco-tourism in Quan Lan and Minh Chau communes
Attractiveness of human tourismliterature
Capacity
Mining time
Sustainability
Location and accessibility
Infrastructure
Result
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Quan CommuneLan
12
12
6
8
9
12
4
4
4
8
4
8
39/52
Minh CommuneChau
6
12
4
8
12
12
4
4
4
8
6
8
36/52
Basically, both Minh Chau and Quan Lan localities have quite favorable conditions for developing ecotourism. However, Quan Lan commune has more advantages to develop ecotourism in a humanistic direction, because this is an area with many famous historical relics such as Quan Lan Communal House, Quan Lan Pagoda, Temple worshiping the hero Tran Khanh Du, ... along with local festivals held annually such as the wind praying ceremony (March 15), Quan Lan festival (June 10-19); due to its location near the port and long exploitation time, the beaches in Quan Lan commune (especially Quan Lan beach) are no longer hygienic and clean to ensure the needs of tourists coming to relax and swim; this is also an area with many beautiful landscapes such as Got Beo wind pass, Ong Phong head, Voi Voi cave, but the ability to access these places is still very limited (dirt hill road, lots of gravel and rocks), especially during rainy and windy times; In addition, other natural resources such as mangrove forests and sea worms have not been really exploited for tourism purposes and ecotourism development. On the contrary, Minh Chau commune has more advantages in developing ecotourism in the direction of natural tourism, this is an area with diverse ecosystems such as at Rua De Beach, Bai Tu Long National Park Conservation Center...; Minh Chau beach is highly appreciated for its natural beauty and cleanliness, ranked in the top ten most beautiful beaches in Vietnam; Minh Chau commune is also home to Tram forest with a large area and a purity of up to 90%, suitable for building bridges through the forest (a very effective type of natural ecotourism currently applied by many countries) for tourists to sightsee, as well as for the purpose of studying and researching.
Figure 3.1: Thenmala Forest Bridge (India) Source: https://www.thenmalaecotourism.com/(August 21, 2019)
3.2.2. Using SWOT matrix to evaluate Quan Lan island tourism
General assessment of current tourism activities of Quan Lan island is shown through the following SWOT matrix:
Table 3.5: SWOT matrix evaluating tourism activities on Quan Lan island
Internal agent
Strengths- There is a lot of potential for tourism development, especially natural ecotourism and humanistic ecotourism.- The unskilled labor force is relatively abundant.- resource environmentunpolluted, still
Weaknesses- Poorly developed infrastructure, especially traffic routes to tourist destinations on the island.- The team of professional staff is still weak.- Tourism products in general
quite wild, originalintact
general and DLST in particularalone is monotonous.
External agents
Opportunity- Tourism is a key industry in the socio-economic development strategy of the province and Van Don economic zone.- Quan Lan was selected as a pilot area for eco-tourism development within the framework of the green growth project between Quang Ninh province and the Japanese organization JICA.- The flow of tourists and especially ecotourism in the world tends toincreasing
Challenge- Weather and climate change abnormally.- Competition in tourism products is increasingly fierce, especially with other localities in the province such as Ha Long, Mong Cai...- Awareness of tourists, especially domestic tourists, about ecotourism and nature conservation is not high.
Through summary analysis using SWOT matrix we see that:
To exploit strengths and take advantage of opportunities, it is necessary to:
- Diversify products and service types (build more tourism routes aimed at specific needs of tourists: experiential tourism immersed in nature, spiritual cultural tourism...)
- Effective exploitation of resources and differentiated products (natural resources and human resources)
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Factors affecting the decision to choose domestic tour programs of tourists researched at Lua Viet Tourism Company Limited - 15 -
Research on factors affecting tourists' purchasing decisions for the 3N2D Da Nang - Hoi An tour of Dai Bang Advertising Media and Tourism Services Joint Stock Company - 11
Source: Author's research results
Thus, for international tourists, when coming to Vietnam, the important criteria that they put first to evaluate the attractiveness of cultural tourism are the criteria related to the integrity, originality and uniqueness of cultural tourism. This result is similar to the studies that show that for tourists when visiting another country, the cultural heritage of the destination is always an important factor expressing the cultural identity, the characteristics of the destination and those are the values that visitors seek and want to experience.
Following the criteria of integrity, originality, and uniqueness related to cultural tourism, KDL also pays great attention to the criteria of interesting cultural atmosphere, beautiful landscapes surrounding the cultural tourism area, and the attitudes of the local community around the cultural tourism. This result is different from previous studies, demonstrating the change in the trend of consuming cultural tourism in modern times. The shift in tourism experience from sightseeing, learning about cultural values to seeking a deeper understanding of culture, immersing in the local culture at the destination has influenced consumers to choose the attributes of landscape, atmosphere, liveliness, and friendliness and hospitality of the local community as important attributes that create the appeal of cultural tourism at a destination.
5.2.2. International tourists' assessment of the attractiveness of cultural tourism resource attributes in Vietnam
Statistical analysis of the evaluation of 558 international tourist destinations on the attractiveness of the attributes of cultural tourism in Vietnam showed that most of the attributes of cultural tourism in Vietnam were only rated by international tourist destinations as having average attractiveness. Of which, there are 3 attributes that international tourist destinations rated as having below average attractiveness: Landscape surrounding cultural tourism in Vietnam (mean = 1.75); Meeting diverse needs from the tourist destination of cultural tourism in Vietnam (mean = 2.34) and Customs and lifestyles of local people surrounding cultural tourism (mean = 2.73). The results of the evaluation of the attractiveness of cultural tourism in Vietnam are shown as follows: