Further Improve the Quality of Hotel and Restaurant Services

Clearly define the roles and responsibilities of all levels, sectors as well as the masses in social awareness of tourism and tourism development.

Implement state management in all fields according to laws and regulations to create a favorable natural and human environment for tourism development.

To consolidate and strengthen the effectiveness of state management of tourism in the area, the State Steering Committee for Tourism in the Central Highlands provinces, based on the roles and responsibilities of its members, will be the focal point to strengthen the coordination of activities of departments and branches in the province, direct and resolve difficulties in tourism activities of the provinces.

The Department of Culture, Sports and Tourism must be the central focal point for collecting, processing and providing information and general issues on tourism activities in the provinces. With its role, the Department of Culture, Sports and Tourism needs to strengthen inter-sectoral coordination and government levels to maintain security, safety and civilization for tourists at tourist attractions and accommodations, especially in areas sensitive to national security. The Department is also a place to gather the strength of businesses to implement long-term tourism development programs, requiring synchronous, unified investment and specific strategies.

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Districts and cities in the Central Highlands need to improve the apparatus and personnel for managing tourism activities in the locality to coordinate the implementation of policies and mechanisms, unify them throughout the province, and be consistent with the socio-economic development orientation of the locality, and at the same time be consistent with the orientation and planning for tourism development throughout the Central Highlands.

Increase investment in tourism promotion centers with the capacity to update information, analyze the needs and tastes of each specific market, thereby helping management agencies and businesses develop promotional and marketing strategies suitable for each customer group to achieve the highest efficiency.

Strengthen training of tourism management staff with adequate skills to receive and process relevant information about tourism, culture and festivals.

about laws, customs, beliefs... to help leadership and direction be timely, helping businesses exploit business opportunities well.

Regarding policy mechanisms, it is necessary to amend, supplement and further specify the investment incentive policy for tourism development in the Central Highlands issued by the People's Committees of the provinces, in order to actively and effectively support businesses in the implementation process. Regarding investment preparation costs, the provincial budget can support 100% to encourage businesses to establish investment projects, pre-feasibility projects, as a basis for calling for investment capital for key tourist areas of the province and in each specific period.

The competitiveness of tourism products depends largely on technical infrastructure conditions such as airports, transportation systems, telecommunications technology, services at tourist areas, hotel systems... meeting international standards to create favorable conditions for tourism development in particular and socio-economic development in general.

The demand for tourism and services is growing rapidly in both breadth and depth and is very diverse. In addition, the process of international economic integration poses new challenges, the competitive environment is increasingly fierce due to the emergence of many domestic and foreign service providers. Therefore, each enterprise must professionalize its marketing strategy, business methods, and service style according to international standards to be able to develop in the integration process, when international tourists to the Central Highlands are increasing.

Local authorities need to have policies to support funding for tourism businesses in the Central Highlands to seek markets, participate in fairs, exhibitions, and promote Central Highlands - Vietnam tourism abroad through tourism associations.

To improve the effectiveness of tourism activities, the Central Highlands needs a strategy for international cooperation in tourism. International cooperation in tourism is a foreign activity, strengthening relations between the Central Highlands provinces and organizations and countries operating in the region.

tourism activities within the framework of UNWTO, in line with the spirit of international economic integration of the WTO.

International cooperation first focuses on ASEAN countries, Japan, China, Korea, the US, France, and Canada, which are countries with strong tourism industries. Take advantage of tourism cooperation to improve tourism development planning capacity; train high-quality human resources, access modern technologies in tourism management; train tourism staff in countries with highly developed tourism industries.

International cooperation aims to expand the tourism market for the Central Highlands; promote and bring the image of Central Highlands tourism to other countries on the basis of mutual benefit, strengthen international tourism links, first of all with Laos, Cambodia, Thailand where the Central Highlands shares a common border. Through conferences, seminars, expert exchanges, and sending officials for training, the Central Highlands takes advantage of opportunities to strengthen regional cooperation, creating a premise for the development of the tourism industry.

3.3.8. Further improve the quality of hotel and restaurant services

In the tourism industry, hotels and restaurants are a very important link connecting tourists and destinations. When receiving good service from the accommodation system, tourists are willing to overlook any shortcomings that occur during the tour, making them feel refreshed when visiting, stay longer and return later. Therefore, improving the quality of hotels and restaurants is a very important step in the strategy of building the image of Central Highlands tourism in the hearts of tourists.

Foreign tourists will stay at hotels with beautiful locations; centrally located, with wide, clean streets, close to commercial centers, shopping malls, markets and restaurant, bar, coffee shop services... However, according to foreign tourists, such accommodation systems are still not good. Here are some issues that hotels need to pay attention to in order to improve service quality to international standards, meeting the needs of tourists:

Hotels have completed their own websites so that visitors can easily grasp information and visitors can book rooms online (online resevaton). Because currently, hotels only stop at the service of accessing the hotel website, viewing information about rooms, room rates... and booking rooms via e-mail to the reservation department. This department will send confirmation to customers via e-mail or phone. With such a working method, it is often not possible to fully exploit the efficiency of the hotel and has not created trust for visitors. According to a survey by PVC (International Auditing Consulting Company Price Waterhouse Coopers), 100% of customers at 4-5 star hotels can use high-speed internet. Deploying this information network will help customers more conveniently book rooms as well as raise the level of international professionalism for large hotels.

Diversify products: Souvenir shops, shopping spots; increase entertainment: Bars, billiards, Internet... sports activities: Swimming pool, tennis court, gym... health care services: Massage; beauty services for tourists to increase their spending ability, and at the same time extend their stay. Beautifully designed rooms, fully equipped with amenities: Air conditioning, hot water... thoughtful and safe storage.

Invest in building babysitting rooms for family groups with children. This will help tourists have free time to explore. Build services for disabled guests…

Regularly improve, foster and train the staff in service skills, management... especially understanding the customs and practices of other countries, communicating in English to improve professionalism in the hotel's working methods.

Hotel managers should actively monitor and urge employees to work to keep rooms clean and beautiful. Check carefully before handing over rooms to guests. Disseminate widely to employees about each type of object and tourist psychology to have appropriate service methods and bring satisfaction to guests.

The restaurant system is rich and diverse with traditional Vietnamese, European, Asian dishes... but because the needs of tourists are increasing, the restaurants are constantly improving the quality of dishes, ensuring food hygiene, professional and thoughtful service, affordable prices... will contribute to bringing comfort and convenience to tourists during their tour in the Central Highlands.

3.3.9. Developing forms of association between tourism businesses in the Central Highlands region

An industrial cluster is a group of firms and institutions in the same geographical area that are linked by consensus and mutual assistance. Potential actors of an industrial cluster include suppliers of inputs, semi-finished products, machinery and services; providers of infrastructure; service or final product companies; financial institutions; firms from other related industries; producers of complementary products; Government and institutions providing training, education, information and technological support; and trade associations.

The advantages of industry blocs will have an impact on competition in three ways: productivity, innovation and the creation of new businesses:

First, industry linkages increase the productivity of firms and industries, because they provide better access to inputs and labor; information about markets and technology; promote mutual support among industry members; use public goods and services such as infrastructure, training programs, and trade fairs; improve operations and encourage firms to achieve high productivity; and make it easier to measure and evaluate the performance of firms because they perform similar functions.

Second, industry clusters will create potential advantages for members in innovation. Companies will quickly grasp new customer needs, new technological and operational capabilities; find new machines,

new input products and services; facing the pressure of perfect competition, requiring them to constantly innovate.

Ultimately, industry clusters will create more new businesses because barriers to entry into the industry will be reduced and there will be more information about business opportunities.

From the analysis, it shows that tourism businesses in the Central Highlands provinces

are facing many difficulties in linking such as:

- Lack of capital for business.

- Lack of locations and premises to expand business operations.

- Lack of information about the market and legal issues.

- The level of tourism technology and tourism technology management skills are still weak, etc.

Solutions to promote the development of industry linkages

In the province, there are a number of businesses that are linked together (tourism product manufacturing businesses, commercial businesses selling tourism products and services, tourism businesses, etc.). In the case of the Central Highlands, efforts should focus on: Building strategies and plans for the development of tourism products and services; supporting businesses to introduce their tourism products through fairs, exhibitions, the internet and publications; investing in improving infrastructure in craft villages; investing in research and development and information systems; building and perfecting the legal system so that businesses can compete equally; encouraging the development of related industries such as tourism, transportation, etc.

In order to promote this competitive advantage, cooperation between government agencies, organizations, enterprises, research institutes, training schools and people living in the Central Highlands region is essential. In addition to the factors mentioned in the theory of industry linkages, the human factor (expressed in attitudes, focus

Cultural traditions and their activities) play a very important role in enhancing competitive advantage (cultural competitive advantage). Since 54% of the population belongs to ethnic minorities living in rural areas, through their activities such as cultural festivals, the cultural values of traditional products will be enhanced, as a result, the national competitive advantage will also be enhanced.

Developing links between businesses in many fields

In addition, to develop the international market, tourism businesses need to first link businesses in the form of a network. The form of linking businesses in a network is often built on the basis of specialization of stages of the business process starting from the stage of providing input materials, stages of the production process and the process of consuming and distributing products. The network links businesses from small, medium to large scale through information exchange relationships, commercial transaction relationships (between suppliers and consumers), industrial subcontracting relationships, distribution and consumption network relationships, etc. The characteristic of this form of association is that it does not require geographical proximity between businesses and is often organized on the basis of large businesses as the core, small and medium businesses as satellites.

The second is the form of strategic business partnership. For state-owned enterprises, the form of strategic business partnership to link with small enterprises has not been used much. In fact, transnational corporations (TNCs) have been present in Vietnam very early and are now playing an important role in providing investment capital as well as opening up new opportunities for domestic small and medium enterprises.

Linking investment in developing transportation, infrastructure, and service infrastructure to connect four world heritage sites and relics, scenic spots, and eco-tourism areas throughout the region. In particular, calling for domestic and foreign investment to build a number of high-quality tourist attractions with high technology and professional services.

Linking in developing tours of the Central Highlands and Central Vietnam heritage road by many combined means of transport, with the enjoyment of sightseeing such as: Hydrofoil, helicopter tour, hot air balloon tour, car tour of Ho Chi Minh trail, river cruise boat, horse riding, elephant riding, cyclo - city bike tour... suitable for the distance, natural terrain and nature of each tour. Means of transport can be interwoven along the entire route, ensuring comfort, safety, creating different feelings and impressions in each stage.

Linking the exploitation and creation of tourism products in the direction of diverse exchanges of indigenous cultures from tangible culture (temples, communal houses, pagodas, shrines, tombs, ancient houses, ancient town complexes, temples, towers, palaces, mausoleums, caves...) to intangible culture (traditional craft villages, festival culture, culinary culture, ethnic music, games and folk arts...).

Creatively linking various types of tourism such as: Festival tourism; Traditional skilled tourism (Phuoc Kieu bronze casting, Non Nuoc stone, Kim Bong carpentry, Thanh Ha pottery - Cham village, Hue conical hat, Hoi An lanterns; Brocade weaving, Duy Xuyen silk...); Garden tourism (Tra Que vegetable village); Fishing village tourism, Countryside tourism; Sea - island tourism, River tourism; Enjoying royal court music, Hue singing - Ho Khoan - Bai Choi - folk songs, Central Highlands village tourism; Home - stay tourism... are typical indigenous cultural features that attract tourists.

Linking eliminates the division by administrative boundaries, creating a closed service linkage of tourism products and services as well as satellite services in the whole region (such as passenger transport services, hotels, restaurants, sightseeing, etc.). Even creating a link between tourism and other service industries such as: Trade (souvenirs, garment services, etc.), banking services (foreign exchange, remittances), telecommunications services, etc.

Linking in product design: Annually organize survey groups (Fam Trip), invite travel agencies to the Central Highlands to survey routes and tourism services.

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