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Head of the Liaison Group in the Hue - Da Nang - Quang Nam Tourism Cluster in the Period from 2012 to 2020


Avoid duplication of tourism products, the division of themes for each locality aims to promote the full potential and strengths in tourism development, each province and city must promote its full potential on the basis of division and distinction to promote the full tourism potential of each province and city, avoid the situation of competing for the same product and then stepping on each other, leaving some tourism potentials unexploited... especially sea and island tourism products; strengthen coordination and connection of tourism product chains between 3 localities: community tourism, heritage tourism, sea and island tourism... The development of service products is necessary to ensure that localities in the cluster can increase tourism revenue, while ensuring that there is no overlap and can be complementary to each other.

Table 4.6. Group leaders in the Hue - Da Nang - Quang Nam tourism cluster from 2012 to 2020

Year

Team Leader

2012, 2015, 2018

Danang

2013, 2016, 2019

Quang Nam

2014, 2017, 2020

Hue

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Head of the Liaison Group in the Hue - Da Nang - Quang Nam Tourism Cluster in the Period from 2012 to 2020

Source: Author collected information based on summary reports of 3 local clusters.

direction

From 2012 to 2020, the provinces rotated 3 times, after 3 years rotating the position of Associate Head in the cluster.

call for socialization

The cooperation mechanism is specified in Figure 4.4 below.


Department of Culture and Sports

and Danang Tourism

Plan

plan

Department of Culture and Sports

and Quang Nam Tourism

promote

annual

Hue Department of Tourism

Travel businesses, businesses

service

Market

target field

Figure 4.3. Promotion cooperation mechanism of Hue - Da Nang - Quang Nam tourism cluster


Source: Author collected information based on summary reports of activities.

of the three local clusters

The cluster's annual tourism promotion plans are established based on the plans of each locality in each year. These plans are met and approved by all three focal points, the Department of Culture, Sports and Tourism of Da Nang, the Department of Culture, Sports and Tourism of Quang Nam and the Department of Tourism of Hue. However, there is an open mechanism for participation in these plans, which means that any locality that does not participate in any content of the plan can withdraw and the budget allocation for these contents is divided equally among the remaining localities.

The direct implementers of promotion plans are still mainly the Departments of Tourism of the localities, travel agencies and other service providers are called upon to participate in socialization and contribute budget to implement the cluster's promotion plans. The formation of the cluster is still mainly due to the subjective wishes of the tourism management agencies of the three localities, without the participation of businesses and tourism associations as direct implementers of promotion, or as consultants in the cluster's promotion activities.

However, the leaders of the three localities have also been very active in connecting and coordinating in the organization and management of the cluster's joint tourism promotion and linkage activities, helping to promote the coordination of resources, maximizing the potential and advantages of each locality to strengthen the organization of tourism development activities. The cluster's organizational activities are carried out through "completing the tourism information set of the three localities, including planning, strategies, legal documents, projects, and major plans of each locality; statistics on human resources, tourist markets of the three localities, businesses, and tourism investment projects; a photo archive of tourism in the three localities to synthesize and update general information to advise the Steering Committee for tourism development of the localities; creating a database to serve the planning of regional linkage policies" (opinion of the leader of the Department of Culture, Sports and Tourism of Quang Nam province) "The Tourism Departments, Tourism Promotion Information Centers of each

Localities closely coordinate and regularly exchange information on the situation of tourists as well as tourism activities taking place in the area to jointly manage and support each other. Inspectors of the Department of Tourism of localities have connected, exchanged information, and monitored activities.


travel agencies, tour guides; notify information about violations of tour guides for inspection and handling by other units" (opinion of the leader of the Department of Culture, Sports and Tourism of Da Nang province)

4.2.3.2. Organizing the evaluation of the promotion program

Every year, usually at the end of November and December, the focal units implementing tourism development linkages of the three localities hold a meeting to summarize the activities of the year. Usually, the locality that is the head of the linkage unit will make a summary report of that year. The report mentions the socio-economic situation of all three localities in the general socio-economic context of Vietnam and the world, the implementation of promotion activities and the summary of state management of tourism, as well as the results achieved and the limitations and difficulties.

The report has not yet provided clear criteria for evaluating the effectiveness of promotional activities, mainly only mentioning the forms of promotion, time and participants, and costs used in the implementation of these forms of promotion. The report has not provided data to evaluate the activities in the program, which activities are most effective, what criteria are used to measure effectiveness, which activities are ineffective and the direct causes.

Therefore, it can be seen that the organization of evaluation of promotion programs is still mostly just a formality, the localities in the cluster have not really paid attention to the issue of evaluating the real effectiveness of promotion programs. The reports are evaluated superficially and usually follow a certain motif every year, without innovation, creativity, and passivity. In fact, the most strongly implemented tourism promotion activities in the cluster were in the years 2014 to 2017 when there was support from the EU project. In the following years, the promotion activities seemed to be more limited, mostly just participating in domestic and foreign tourism fairs, which poses a problem for the Hue - Da Nang - Quang Nam tourism cluster in terms of capacity to organize and evaluate tourism promotion activities from the perspective of the tourism cluster.

4.3. Evaluation of tourism promotion activities to attract international visitors to the Hue - Da Nang - Quang Nam tourist cluster

4.3.1. Results achieved and causes


4.3.1.1. Results achieved

The cooperation in promoting tourism among the three localities of Thua Thien Hue - Da Nang - Quang Nam has been implemented since 2006 and has achieved certain results.

* Increase the number of tourists coming to the cluster

Up to now, the number of tourists coming to the tourist cluster has tended to increase, in which the number of domestic tourists (KNĐ) coming to the tourist cluster usually accounts for about 52% to 60% of the total number of tourists. The increasing number of tourists helps increase tourism revenue of each locality and the cluster higher year after year. In the whole cluster, Quang Nam is considered the most attractive to international tourists, and Da Nang attracts more domestic tourists.

Table 4.7. Number of tourists and total tourism revenue of Hue - Da Nang - Quang Nam tourist cluster

Unit: number of visitors (LK), billion VND (billion VND)



TT

Province/City


Target


Unit


2017


2018


2019

2019

/2018 (%)


1


DANANG

- Total tourists

LK

6,600,000

7,662,971

8,692,421

+13.4

+ Results

LK

2,300,000

2,875,371

3,522,928

+22.5

+ KNĐ

LK

4,300,000

4,302,094

5,169,493

+8.0

- Total revenue

Rate

19,403

26,532

30,973

+16.7


2

THUA THIEN HUE

- Total tourists

LK

3,800,000

4,332,673

4,700,000

+8.48

+ Results

LK

1,500,000

1,951,461

2,115,000

+8.38

+ KNĐ

LK

2,300,000

2,381,212

2,585,000

+8.56

- Total tourism revenue

Rate

3,520

4,473

4,900

+9.55


3


QUANG NAM

- Total visitors (visit)

(residence)

LK

5,350,000

6,500,000

7,300,000

+12.31

+ Results

LK

2,767,600

3,800,000

4,280,000

+12.63

+ KNĐ

LK

2,582,400

2,700,000

3,020,000

+11.85

- DL revenue

Rate

3,860

4,700

5,800

+23.40


4


Cluster 3 localities

- Total visitors (visit)

(residence)

LK

15,750,000

18,495,644

20,692,421

+11.88

+ Results

LK

6,567,600

8,626,832

9,917,928

+14.96

+ KNĐ

LK

9,182,400

9,383,306

10,774,493

+14.82

- DL revenue

Rate

26,783

35,705

41,673

+16.71

Source: Data synthesis from Hue Department of Tourism, Da Nang Department of Tourism, Quang Nam Department of Tourism in 2017, 2018, 2019


The ancient capital of Hue with its quiet citadel only accounts for about 22% of the total number of tourists in the cluster, and 12% of the total tourism revenue of the cluster. Overall, Da Nang is a young, dynamic city, with many types of entertainment services that have attracted the most domestic and foreign tourists, leading to Da Nang's total tourism revenue accounting for the majority of the total tourism revenue of the cluster (annually accounting for about 72% - 74%).

Compared to domestic tourists, the trend of increasing international visitors to the Hue - Da Nang - Quang Nam tourist cluster has grown remarkably, and by 2019, the number of international visitors to the cluster was almost equal to that of domestic visitors. This also shows that the attraction of localities in the cluster is increasing.

* Increase tourism service revenue in localities

The results show that through tourism promotion, tourism revenue of the three localities has increased significantly. The most obvious result of the cooperation between the three localities is to bring the Central tourism brand to domestic and foreign tourists as an ideal destination of Vietnam, thereby contributing to attracting domestic and foreign tourists, creating more jobs and budgets for the localities.

The most obvious result of the cooperation between the three localities is to bring the Central tourism brand to domestic and foreign tourists as an ideal destination of Vietnam, thereby contributing to attracting domestic and foreign tourists, creating more jobs and budgets for localities. Accordingly, as of December 2019, the total number of visitors and accommodation in Quang Nam is estimated at 3.85 million, an increase of 4.6% over the same period in 2014 (international visitors are estimated at 1.9 million, an increase of 6.67%; domestic visitors are about 1.96 million, an increase of 2.56% over the same period last year).

Table 4.8. Tourism service revenue in three localities

Year/Location

2010

2012

2013

2014

2015

2016

2017

2018

2

Thua Thien-Hue

81.4

110.8

129.1

141.4

134.9

176.7

190.1

205.8

2

Danang

379.9

621.4

686.7

987.1

1,166.4

1,461.6

1,597.2

1,905.6

2.

Quang Nam

64.4

106.7

140.8

201.1

289.6

364.9

414.0

439.0

4

Total

525.7

838.9

956.6

1329.6

1590.9

2003.2

2201.3

2550.4

28

Unit: million VND


Source: General Statistics Office


Revenue from travel services of the Hue - Da Nang - Quang Nam tourism cluster has clearly improved, each year is higher than the previous year. From 2016 to 2019, travel revenue exceeded 2 billion VND per year, in which Da Nang is still the locality that accounts for a large proportion of the total revenue of the cluster (over 75% of the cluster's revenue value). In the years 2010 - 2012, revenue from travel services in Hue was higher than that of Quang Nam province, but in the following years, Quang Nam province showed its breakthrough compared to the quiet ancient capital of Hue. This is also a problem for the Hue - Da Nang - Quang Nam tourism cluster when the tourism development among the three localities in the cluster is not similar.

* Stimulate tourists to come to the cluster and return to the cluster

60%

65%

70%

75%

80%

Figure 4.4. Destinations of international tourists at the Hue - Da Nang - Quang Nam tourist cluster



4. All 3 localities


67%



3. Quang Nam



72%

2. Da Nang




78%

1. Hue




75%


Source: NCS survey results Among the tourists participating in the survey, only 67% of tourists visited all 3 localities, including package tours of 3 locations or planned to visit

go to all 3 locations at different times.

This result shows that promoting cluster tourism has been effective, but for many tourists, they often choose only one location because the services of the 3 tourist destinations are often similar, without many differences.

Figure 4.5. Number of international visitors to the Hue - Da Nang - Quang Nam tourist cluster


1.10%

15.50%

1. The first time - The first time

39.10%

14.80%

2. The second time - The second time

3. The third time - The third time

29.50%

4. The fourth time - The fourth time

Source: NCS survey results For many tourists participating in the survey, this was their first time visiting localities in the Hue - Da Nang - Quang Nam tourism cluster. Many of them were Chinese, elderly, from Guangdong and Guangxi regions of China. They said that this was their first time coming to Vietnam through tour programs of Chinese companies. The rate of people visiting the tourism cluster or localities in the cluster for the second time or more reached nearly 60%. This is also a remarkable achievement for the localities in the cluster. The majority of people visiting the cluster many times are often for business or work purposes. Because the number of foreign-invested enterprises in Da Nang, Quang Nam and Hue is quite large, especially in Da Nang, considered the center of the Central region. For these tourists, it is necessary to enhance accommodation and travel services to facilitate their access to Vietnam in general and the Hue - Da Nang - Quang Nam tourism cluster in particular. This has posed a big challenge for city tourism in creating an impression of the destination image, diversifying types and constantly improving service quality to attract more visitors.

more international visitors return.

* About the structure of international tourists to the tourist cluster

Figure 4.6. Structure of international tourists to Hue, Da Nang, Quang Nam by nationality in 2019


25%

33% Hue

4.30%

17.50%

15%

5.10%

Northeast Asia Western Europe

Australia

Southeast Asia America

Other countries

2.00%

6%

1.10%

0.60% 7%

Danang

83%

Northeast Asia Western Europe

Australia

Southeast Asia America

Other countries


3% 3%

10%

Quang Nam

7%

5%

72%

Northeast Asia Western Europe

Australia

Southeast Asia America

Other countries

Source: Data synthesis from Hue Department of Tourism, Da Nang Department of Tourism, Department of Tourism

Quang Nam 2019

By nationality, the number of international visitors to the tourist cluster is mainly from Northeast Asia and Western Europe, most of whom are from Korea and China. Hue Imperial City with its traditional cultural values ​​attracts many Western European visitors, while entertainment venues in Da Nang and Quang Nam are factors that attract Northeast Asian tourists. In 2019, the number of visitors from Northeast Asia (Korea, China, Japan) accounted for 83% of the total number of international visitors to Da Nang. This is also the trend of Quang Nam province.

Most tourists in the Northeast Asia region are young, often traveling for work or visiting relatives. Most of these customers come to localities in the cluster on tours. The choice of destinations such as Da Nang and Quang Nam is due to many different factors such as political issues, low travel costs, geographical convenience, means of transportation, especially for

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