At the same time as implementing infrastructure investment projects and key infrastructure works, it is necessary to increase the attraction of investment capital from non-state economic sectors and from the community for investment projects in high-end accommodation and food establishments, commercial and shopping centers, entertainment construction projects, and investment projects in planned tourist areas and spots. Attracting capital sources from the public and private sectors for infrastructure construction in the direction of: main and key infrastructure works, requiring large investment capital and slow capital recovery time invested by the state, small infrastructure components associated with main works, low investment level, after investment can be exploited to recover capital quickly and directly, suitable for the conditions of private investors or the community, then encourage the community to participate and contribute investment capital.
Promoting tourism investment attraction must be associated with reviewing, evaluating, and appraising the capacity of investors and the quality of investment projects to ensure project feasibility. Creating an environment, encouraging and implementing preferential policies and investment support while urging and regularly inspecting the implementation of tourism projects, resolutely withdrawing projects that are behind schedule beyond the time allowed by law or projects that violate commitments and legal regulations, to ensure effective investment attraction and avoid wasting resources, especially land and tourism resources.
Along with investing capital in infrastructure construction and implementing tourism development projects, it is necessary to focus on allocating adequate investment resources for human resource training, tourism promotion and advertising; managing and using these investments well to ensure investment efficiency.
3.3. Strengthening the protection and development of tourism resources
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Tourism resources play an important role in attracting tourists. Resources are generally understood as natural and cultural sources to create material wealth, goods, and products for human consumption [15, p.277]. The attraction of tourists also depends largely on diversity, richness, and novelty.
of these two types of resources and depends on the environment to which these two resources belong. Therefore, on the basis of the identified list of tourism resources, continue to regularly review, evaluate, inventory the current situation, and build a complete database system on the province's tourism resources (including natural tourism resources and tourism resources).
Develop a plan for the use and protection of the resource system in the province, in which it is necessary to ensure the synchronization and unity of the viewpoints on use and protection of sectors and localities under the centralized management of the Provincial People's Committee for tourism resources. Vulnerable resources, affected by the impact of tourism activities and other economic activities such as agriculture, forestry, fisheries, mineral exploitation, construction need to be protected and strictly managed - that is, tourist areas associated with natural landscapes, mountain forest ecosystems, etc. Strictly manage tourism activities and other socio-economic activities that are at risk of affecting tourism resources; regularly inspect and control the use of resources, avoid overuse that causes the risk of depletion, depletion or serious degradation of resources.
- Regularly monitor changes in resources to have timely coordination solutions between the specialized tourism management agency and related agencies, functional sectors and localities in the province in overcoming incidents, degradation and deterioration of tourism resources. Areas with rare resources, areas at risk of degradation or highly susceptible to negative impacts due to human exploitation activities must be identified, zoned under strict control to have strict measures and appropriate solutions to protect resources and the environment such as Thanh Thuy hot mineral water area; Xuan Son National Park, Ao Chau lagoon... In particular, here, we want to mention the protection of a clean natural environment. If the tourism environment does not serve a safe life, is not hygienic, and is polluted, it will seriously affect tourism. No tourist
want to travel to a place where the social environment is not secure and the ecological environment is polluted [37, p.197].
- Develop preferential policies for businesses, organizations and individuals doing business in the tourism sector in mobilizing and attracting investment capital for activities to protect and enhance tourism resources. Accordingly, tourism development investment projects with specific commitments to protect, enhance and develop tourism resources will be encouraged and have special mechanisms. In the current context, the province needs to have policies to encourage businesses and tourism establishments to apply low-energy and environmentally friendly technologies in investment and operation (such as using appropriate restaurant and hotel design solutions to avoid energy consumption during operation; using solar panels to provide hot water, using environmentally friendly materials.).
- For human tourism resources, it is necessary to study and determine the pressure limits of tourism activities on resources in order to have measures to maintain pressure and intensity of use within safe limits for resources. Implement specific measures such as developing regulations on tourist management, festival regulations, codes of conduct, etc., and propagate for tourists to respect and have a cultural attitude towards human tourism resources (respecting heritage, respecting cultural traditions, cultural standards, and ethics of local communities where tourism activities take place); at the same time, raise awareness and consciousness of preserving traditional cultural values and traditional social environments of the community when participating in tourism activities.
In this process, it is necessary to pay attention to the resources and specific tourism products of Phu Tho. Specific products "are products that have attractive, unique/unique, original and representative elements of tourism resources (natural and human) for a territory/tourist destination; with services that not only satisfy the needs/expectations of tourists but also create an impression by their uniqueness and creativity" [37, pp.215-216]. For Phu Tho today, the Hung Temple relic sites, Go Mun..., or spiritual tourism need to be focused on investment.
- Strictly implement regulations on environmental impact surveys and assessments when investing in tourism projects. Encourage and promote environmentally friendly tourism. Complete the system of internal rules, regulations and regulations on environmental protection in tourist areas and spots. Organize for businesses to study and sign commitments to implement the regulations. Urge and regularly monitor establishments to fully implement regulations and regulations on environmental protection in tourism activities.
- The province needs to increase investment in environmental protection and sanitation forces in tourist areas. Focus on building waste and wastewater treatment infrastructure in tourist areas and spots, accommodation and catering establishments serving tourism. Strictly control the impact of economic activities in other fields (construction, transportation, industry, agriculture) on the environment in tourist areas and spots. Regularly inspect tourism business activities; strictly handle businesses and establishments that cause environmental pollution when participating in tourism activities that pollute the tourism environment.
- Propaganda to raise awareness about protecting resources and tourism environment. Integrate environmental education content into the curriculum of tourism training systems at all levels as well as promote propaganda and education through mass media. Strengthen coordination between sectors, levels, tourism business participants, tourists, and communities in a joint effort to ensure the environment for tourism development.
- Diversify tourism products, build tourism products suitable to the needs and tastes of tourists.
3.4. Improving the quality of human resources to meet the requirements of tourism development
- Build a database system on tourism human resources in terms of quantity, quality, and training structure. Based on forecasts of tourist arrivals, build and implement policies to develop tourism human resources.
The schedule is suitable for development requirements and goals, forecasts and orientations for tourism development.
- Improve the quality of recruitment of human resources for tourism-related operations, both management and tourism human resources in general, in accordance with regulations on human resource quality standards corresponding to each job position and recruitment process. Good experts and highly skilled workers need to be given preferential recruitment; in which special priority is given to fields and jobs where tourism human resources in the province are not yet strong, such as high-class hotel business administration, travel, management of tourist areas, cooperation in promoting tourism to foreign markets.
- For local tourism human resources, training and retraining activities should be periodically organized to meet the development requirements of the industry, with the development increasing in both quality and quantity. In this process, attention should be paid to the following subjects: first, experts in each specialized field of tourism, such as management, artisans, etc.; second, the team of officials and civil servants in state management of tourism at all levels: this team needs to improve the level of policy development and implementation, equip them with necessary knowledge related to the tourism sector; third, for the team of human resources working directly with tourists, it is necessary to improve professional skills, professionalism, foreign language proficiency, and behavioral culture.
- Supplement and improve mechanisms and policies in recruitment, training and retraining, fostering and improving the quality and working skills of tourism experts, officials and workers, policies to encourage and socialize training and fostering of tourism human resources. Strengthen the training and fostering capacity of tourism human resources training institutions in the province (Hung Vuong University, College of Culture and Tourism, Phu Tho Vocational College), develop and improve the quality of teachers, support the enhancement of facilities and teaching conditions; closely combine theoretical and practical training; expand
Cooperate and link tourism human resource training with prestigious domestic and international schools, establishments and training organizations in tourism management and business; encourage businesses operating tourism products and services in the province (such as large hotels, restaurants, entertainment service businesses) to agree and sign training contracts at the address. Create conditions for social organizations and businesses of all economic sectors to coordinate and link with training institutions to expand short-term, non-concentrated training forms, serving the need to study while working, improving the skills of workers.
Support community education, open training courses on tourism knowledge for people to directly participate in tourism activities. Support training and guidance on household economic development, develop small and medium enterprises in tourism; provide vocational training to restore and develop traditional occupations to create tourist attractions and produce souvenirs for tourism.
3.5. Diversify forms of tourism promotion and advertising, and market development
- It is necessary to immediately develop strategies, programs, and long-term and annual plans on tourism promotion and advertising; promote the province's own promotion and advertising contents while simultaneously linking with regional and national tourism promotion and advertising to create a comprehensive effect in promotion and advertising. Strengthen coordination with the Ministry of Culture, Sports and Tourism, with mass media agencies at the central level and in neighboring provinces, foreign information agencies, associations, friendship associations, and diplomatic representative agencies of Vietnam abroad to promote the image of Phu Tho tourism domestically and internationally. Continue to strongly spread the image of Phu Tho as the ancestral land of the Vietnamese people and associated with two representative intangible heritages of humanity that have been honored.
- Increase the provision of information and guidance to tourists; invest in innovating the design and format of Phu Tho tourism publications such as: Tourist maps, guides, etc.
tourism brochures, DVDs, VCDs, tourism newsletters, etc. to increase attractiveness and richness; build a system of guide points and provide information for tourists at important traffic hubs, especially in tourist areas and travel centers. Develop E-Marketing activities, expand information content on the province's websites, on the Phu Tho tourism industry's own website, fully update tourism information of the province, complete tourism search tools and build electronic introduction and advertising publications on the website with a more attractive interface and presentation; have specific regulations, encourage, guide, support, and create conditions for major tourism projects, key tourist areas and destinations to have their own websites, create links between tourism websites in the province and with social networks, and take advantage of tourism promotion on social networking sites. This is a solution that is suitable for the trend of modern society, convenient to quickly bring updated information about Phu Tho tourism to tourist markets not only domestically but also worldwide.
- Implement information and propaganda programs to widely promote events that will take place annually in the province such as the death anniversary of the Hung Kings and traditional festivals, cultural and sports events, etc. Organize campaigns to promote and advertise events, launch thematic markets; proactively connect and invite field trips to research destinations, help the province promote and connect tourism products with source markets; invite, encourage and facilitate creative artistic activities (composing literary works, poetry, music, photography, filmmaking, etc.) associated with images, contexts or combined with local promotion; invest in organizing, hosting and participating in cultural, sports, tourism events, domestic and international tourism conferences and seminars to introduce and widely promote local tourism potential, stimulate domestic and international tourism demand.
- Regularly organize propaganda and education activities to raise awareness and culture of serving tourists of businesses and communities; launch campaigns to clean the environment and ensure food safety for tourists...
- Promote cooperation programs, link promotion, introduction, and promotion of domestic tourism with provinces in the capital region, the midland and mountainous tourism region of the North, expand bilateral cooperation programs with other provinces in the country, with Yunnan province (China), Luong Nam Tha (Laos), Nara (Japan) and seek more opportunities for cooperation with some localities and territories equivalent to provincial levels in other countries. Unify the contents of cooperation and association in a more specific and substantive direction. Continue to invest in promoting strongly the brand of tourism about the origin, spiritual tourism journey, heritage tourism with the heritages of humanity and the festival city of Viet Tri, tourist areas in Thanh Thuy hot mineral water area, Xuan Son National Park tourist area, Dam Ao Chau tourist area.
- Increase investment in concentrated funding for promotion and advertising; expand socialization of tourism promotion, encourage businesses to be more active and proactive in their promotion work and contribute to promoting the general tourism image of the province; at the same time, train, guide, propagate and educate on responsibility and honesty in promotion activities; strictly check promotion content, strictly handle violations in tourism promotion activities to ensure the reputation of Phu Tho tourism brand.
- Correctly identify priorities for developing the tourist market. Due to the unique characteristics of its tourism resources, Phu Tho needs to focus on the domestic tourist market and overseas Vietnamese in the world. Among the international tourist markets, the province needs to focus on the markets of Korea, Taiwan, Japan, China, Southeast Asian countries, North American countries, some European countries, and study the possibility of accessing and developing the Middle East market.
- Focus on market development with the participation of many economic sectors, expand tourism development cooperation with other localities, including cooperation in connecting inter-provincial tours to increase the efficiency of resource use.