Humanistic Tourism Resources (Including Historical

Tourism advertisers must make six decisions: What to offer? To whom? Where to offer? When to offer? How to offer? And with how much money? According to Philip Kotler, advertising is an investment, not an expense. Businesses that spend a lot of money on advertising will bring high profits. Advertising must be carefully calculated and analyzed, depending on the purpose of the advertising program, businesses must determine the appropriate spending, otherwise the effectiveness of advertising will not be commensurate with the amount of money spent, as well as the effectiveness of profits.

- Personal selling: is a form of using sales staff to inform and persuade potential customers to buy products to achieve the business's goals.

- Promotion: are promotional activities of enterprises to stimulate customers to buy products and increase sales in the short term by giving certain benefits to customers. According to Article 181 of the Vietnam Commercial Law, forms of promotion include: giving away samples, giving away free goods and services, selling at lower prices, participating in prize competitions, etc.

- Social relations: Social relations are a very important task for businesses, it determines the development or existence of the business, social relations always exist in any agency, organization, business or individual, social relations are expressed in 2 aspects: internal relations and external relations.

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- Internal relations: are the relations between employees in the enterprise, company, departments in the organization and also with the company's customers. Both groups always go hand in hand with the company.

- External relations: is the external relations, communication outside the company such as customers, local public, press, government, and other organizations. In addition, in tourism, external relations must also consider joining regional, regional, and international tourism associations. Advertising in the form of public communication sometimes brings benefits that no other type of advertising can match, and this type of advertising is less costly.

1.4.2.5. People

People are one of the important factors that determine the success of tourism products. People in tourism can be tourism managers,

direct service workers in the tourism industry, tour guides, receptionists, food and beverage staff. It can also be the local population, hospitality. Thus, human resource development is of strategic significance, placed at the forefront of tourism development. Products involve human interaction and they are opportunities for errors, especially if a product is consumed over a long period of time, such as a week, and involves many different service providers. Most tourism product transformations originate from experienced human interaction, there are three types of participants for marketing purposes: visitors, employees, and host communities.

Visitors: Individual customers, products and other visitors at the same time and place. Interaction with consumers will affect individual satisfaction.

Staff: The employees of an organization can be divided into receptionists who have direct contact with customers, and those who do not have direct contact, only providing support.

Host community: residents of the destination community who may not consider themselves part of the tourism business, but who interact with tourists informally, their friendly or hostile behavior can influence the tourist experience. According to Hoffman and Bateson, 1997, interaction personnel are the face of the tourism company. Their appearance, behavior, knowledge and attitudes have a strong impact on the perceptions they represent.

1.4.2.6. Service provision process

The travel and tourism product experience includes both processes and outcomes. For the customer, outcomes are often intangible benefits, feelings of psychological and physical well-being, personal benefits such as cultural development, or positive relationships. Consumers go through a series of encounters in the travel experience. Encounters are direct consumer interactions with an employee at a company facility. Encounters can also be conducted remotely via a website, mobile phone service, or through devices such as a roadside sign or an automated check-in machine. Thus, employees and consumers are an important part of the service delivery system. In addition, service delivery must be perceived as consistent.

Like scenarios, service design must be tailored to the needs of tourists. According to Hoffman and Bateson, 1997, improvement can originate from the development of a formal service “design” or flowchart of the service delivery process.

1.4.2.7. Physical evidence and design management

Physical evidence, derived from the five senses: Sight (especially colour and aesthetics), sound, smell, touch and taste. The use of physical evidence was proposed by Hoffman and Bateson, 1997 in relation to travel and tourism. Physical evidence acts as an alternative to the use of “Packaging” for products based on physical goods. It communicates messages about location, quality and differentiation, and it helps both design and meet the expectations of the traveler. Physical evidence can be used to facilitate the service delivery process. For example, the layout of signage has an impact on customers. The power that the exterior and interior design of buildings has to influence customers and employees is increasingly recognised in all areas of travel and tourism. Its use in corporate communications, branding and product value is becoming increasingly important. Ensuring consistency and coordination between different design tools is an inherent part of planning a “complex” physical evidence system.

CHAPTER 1 SUMMARY

In chapter 1, the author presents theories and concepts related to tourism, tourism marketing and the theories presented serve as the basis for the study. Tourism products have very special characteristics, so marketing is very necessary in the tourism sector. In chapter 1, the author presents issues about tourism products, characteristics of tourism products, tourism marketing, tourism destination marketing, the role of tourism destination marketing. Activities in tourism marketing such as: market research, market segmentation and target market selection, destination positioning, local tourism marketing activities.

This is also the foundation for the author to focus on researching the current status of tourism marketing activities in Can Tho city in chapter 2, on that theoretical basis, proposing solutions to develop tourism in Can Tho city.

CHAPTER 2

CURRENT STATUS OF TOURISM MARKETING ACTIVITIES IN CAN THO CITY

2.1. Potential for tourism development in Can Tho city

Can Tho City is located in the middle of a network of rivers and canals in the Mekong Delta to the west of the Hau River, on an important waterway and road traffic axis connecting Can Tho with the provinces of the Mekong Delta, the Southeast and other regions of the country. Can Tho borders 5 provinces, of which: to the north it borders An Giang, to the south it borders Hau Giang, to the west it borders Kien Giang, to the east it borders Vinh Long and Dong Thap. Can Tho City is a centrally-governed city with a natural area of 1,389.60 km2, with an inner-city area of 53 km2. Can Tho stretches 65 km along the Mekong River with many river and canal systems such as: Hau River, Can Tho River, Xa No Canal, Cai San River... Major roads running through the city are: National Highway 1A, National Highway 80, National Highway 91, National Highway 61B

Can Tho has the simple and poetic beauty of a river village, a dense population, and prosperous villages. The unique natural and urban architecture of Can Tho is the network of canals. Canals are also "streets", it brings beauty to a large city once known as Tay Do. Can Tho also has a dense canal system that all year round deposits fertile alluvium for lush rice fields and fruit-laden gardens, forming an important traffic route that contributes to promoting tourism development in particular and the economic, cultural and social development of Can Tho in general. In general, the climate and soil of Can Tho are very favorable for the development of a multi-sector agriculture with many types of crops and livestock. This has given Can Tho great potential to develop tourism in the direction of green and ecological tourism, promoting the advantages of rivers and gardens of the Mekong Delta.

2.1.1. Natural tourism resources

Can Tho is also the cultural center of the Mekong Delta, with 4 international fairs and exhibitions and specialized markets held every year at the Can Tho International Fair and Exhibition Center, attracting a large number of visitors to visit and research. Can Tho has the potential to develop tourism in the direction of green and ecological tourism combined with visiting cultural, historical and humanistic relics, promoting the advantages of rivers and gardens of the Mekong Delta.

- Tan Loc Islet, located in the middle of Hau River, the gateway to Can Tho city from An Giang province to the city, belongs to Tan Loc ward, Thot Not district, about 40km from the center of Can Tho city. Tan Loc Islet has an area of 32.68km2, an area with fruit gardens full of fruit all year round (four seasons), cool climate, fresh ecological environment. When coming here, in addition to visiting the ecological garden, visitors can also visit the catfish (basa) rafts for export.

- Con Son is also located along the Hau River, in Bui Huu Nghia ward, Binh Thuy district, about 5km from the center of Can Tho city. Con Son has an area of 67 hectares, Con Son is a fertile land, has a very attractive position for tourism exploitation, here the economic potential is developed as a green fruit garden all year round. However, Con Son in the past time is still wild and has not been invested in, exploiting the true potential of this fertile land.

- Con Khuong is located next to Can Tho city, in Cai Khe ward, Ninh Kieu district, Can Tho city. With the planning position of a bustling villa residential area, a resort area, Con Khuong is interested in rapid investment and development, contributing to increasing the urban beauty of Can Tho city.

- Au Islet is located right at the gateway of Hau River, right next to Can Tho Bridge, in Hung Loi Ward, Cai Rang District, Can Tho City, considered the most beautiful islet in the chain of islets on Hau River. Au Islet has an area of about 130 hectares, the islet has fruit gardens and interspersed with farming areas of households, adding to the unique beauty of the Southern countryside.

- The eco-tourism area of 7 communes and towns of Phong Dien district attracts tourists by the richness and simplicity of the countryside on the outskirts of Can Tho city with vast orchards, with eco-tourism spots, eating fruit, listening to traditional music, rowing boats, visiting rice field models, ... especially being able to immerse yourself in the lives of the people, eating together, living together and working together with the people here (hoestay type) is always welcomed with enthusiasm, friendliness and hospitality.

- My Khanh tourist village, 10km from Can Tho city center, with an area of 20 hectares, is a famous eco-tourism village among Can Tho's tourist attractions. Providing tourists with many services such as: travel, accommodation, dining, karaoke, fishing, swimming pool

and the zoo has animals, craft villages, boating, folk games, souvenirs... visitors coming here will be satisfied with the service and hospitality.

- Giao Duong tourist garden, 15km from Can Tho city center, about 5ha. This is truly a garden tourist destination where visitors can integrate into the life of the garden owner's family, living naturally and comfortably. In the garden there are many fruit trees, visitors can pick the fruit themselves, enjoy the fresh, sweet fruit and enjoy a Southern garden village scene.

- Thuy Tien tourist garden (O Mon District) is a type of ecological garden tourism, 15km from the city center, area: 13ha, services provided: travel, accommodation, food, boating, zoo. It is very easy to access the garden by road because the distance from the city center is not too far, the tourist site is located on Highway 61, very convenient for visitors to visit.

- Phu Sa tourist area (Cai Rang district) is about 2km from the center of Can Tho city, from Ninh Kieu wharf you can go by water (boat or canoe). The area of 30ha has a large, cool, beautiful campus, the amount of trees here creates a lot of shade, the resting places of the trees (mango, bamboo forest) will help visitors feel more excited and satisfied. Services provided: accommodation, food, crocodile fishing, folk games, jet skiing, parachute canoe, buoy canoe, river bathing, stilt, rowing, overnight camping, souvenirs. In addition, the opening of overnight camping services with activities: campfire, barbecue (outdoor barbecue) increasingly attracts visitors to visit and extend the time at the site.

- Bang Lang Stork Garden (Thot Not District) distance from city center: 45km, area: 2ha, services provided: visiting the stork garden, eating and drinking because the Stork Garden is a very interesting type of tourism for visitors, very typical of the South, thereby attracting many tourists to visit. Bang Lang Stork Garden is a place that attracts many foreigners.

In addition to the above tourist attractions, tourists should not forget to visit river tourism: In addition to its geographical characteristics as an important traffic hub between provinces in the Mekong Delta region, Can Tho city is considered a "river city". The river system is dense, from any river wharf, we can reach the destination, from the bustling, noisy floating market in the morning to the gardens.

fruit trees, islands or farms... because of the continuous travel by water of residents in the time when there were no roads. Many canals and streams have become familiar to tourists such as: O Mon, Can Tho, Cai Rang, Rach Ngong, Rach Cai Son, Dau Sau, Long Tuyen... Each canal and stream takes us to a strange land with unique and rare ecological features. Most of the tourist gardens of Ba Lang, My Khanh, Cat Dong, Giao Duong, Phuoc Thoi, Phu An are located next to canals and streams. Coming to Can Tho, there is nothing more interesting than taking a boat trip on the Hau River, visitors can quench their thirst while listening to folk music, enjoy the blue sky, clouds, water, warm sunshine, gentle wind and watch the peaceful riverside activities at dawn and dusk on simple sampans to luxurious yachts such as: Lady Hau yacht (150 seats), Tay Do yacht (60 seats), Can Tho yacht (3 floors with a capacity of 300 guests), Ninh Kieu yacht (50 guests) or on interesting Kayaks. Especially, when arriving in Can Tho, after floating on the winding river, bustling with boats, visitors can visit floating markets such as: Cai Rang floating market, Phong Dien - a market for buying and selling on the river, a typical cultural activity of the South.

2.1.2. Human tourism resources (including historical and cultural relics)

Historical and architectural relics: When coming to Can Tho, there is a feature that will make visitors pay attention, which is the harmonious interweaving of architectural works of the Vietnamese, Khmer, and Chinese. It can be said that this city is a collection of many cultural nuances, in which each historical relic or architectural work has contributed to the complex a very unique appearance. The unique features in the village structure and the architecture of the houses have partly expressed the lifestyle, customs and thoughts of the people of the South past and present. This has added to the majestic natural picture of the Tay Do land, creating an attraction for visitors from all over. Some historical and architectural relics that often attract tourists in Can Tho are: Can Tho Museum, Binh Thuy Communal House, Binh Thuy Ancient House, Can Tho Ancient Market, Ong Pagoda, Munir Ansay Pagoda, Tomb of patriotic poet Phan Van Tri, Tomb of the First Prize Winner Bui Huu Nghia, Truc Lam Zen Monastery on the South Road, Vong Cung ...

Population, ethnicity The total population of the city is 1,137,269 people. The average population density is 812 people/km2 (in urban areas it is 1,737 people/km2 and in rural areas it is 558 people/km2). Regarding ethnicity, the Kinh people have the highest proportion (with a population of 1,102,339 people, accounting for 96.8%), in

Humanistic Tourism Resources (Including Historical - Cultural Relics)

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