Market Segmentation Based on Socio-Economic Factors

scenery (especially foreign tourists love to go canoeing), rowing basket boats and building floating houses on the lake.

Exploiting biodiversity and dry forest ecosystems : The biological resources of Nui Chua National Park are not only rich and diverse in species composition but also contain many valuable endemic, rare elements. Some activities we need to promote implementation :

+ Open tours to explore forest ecosystems and marine ecosystems: organize camping activities in the garden, open tours to learn about flora and watch wildlife.

+ Nui Chua National Park has many coral reefs and turtle-laying grounds in Vinh Hy, Thai An, My Hoa. It is possible to open diving activities to see coral in the protected area after ensuring good conditions, and to see turtles laying eggs in My Hoa, Thai An in the 8th lunar month.

Exploiting indigenous culture: According to estimates in recent years

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The number of international tourists is gradually shifting from the European tourism market to the Asia-Pacific region. Tourists are mainly residents of industrialized countries, urban residents living in an industrial cultural environment. When tourists come into contact with "different" cultures, especially the VHDG of the village (Paley), the community of "agricultural" residents, tourists always feel new and surprised. Therefore, VHDG creates attractiveness and attraction for tourists. Residents in the National Park

Nui Chua consists of many different ethnic groups, of which the Kinh people account for 75%, the

Raglay people account for 22%, Cham people account for 3% and a very small number of Chinese households. This is a great strength for developing ecotourism to learn about the culture of local communities. The following are some activities that should be promoted in Nui Chua National Park, mainly focusing on Cham and Raglay people:

+ Cham people: Cham culture and tourism in Ninh Thuan is rich and diverse. Here, the Cham people still preserve their traditions and customs. In addition to the temple and tower relics, the Cham people also have nearly 80 different festivals. Community cultural activities often take place throughout the year. Many folk festivals are also associated with temples and towers, mosques; and weddings, celebrations, and new housewarmings, of which the Kate festival is prominent.

Along with the Cham tower relics in Ninh Thuan, many traditional crafts, notably weaving and pottery, are preserved. These crafts are not only

show for tourists to see carefully but more importantly produce handmade products

Souvenirs with regional nuances. The appeal of handicrafts

Cham is not a souvenir displayed in a glass cabinet like in big cities.

(Ho Chi Minh City, Hanoi) whose products are produced right in the Cham village (Paley). Visitors can directly watch the weavers, dye indigo, and make pottery, labor operations that were nearly 2-3 centuries ago but still achieved a level of skill and sophistication that makes visitors admire. Visitors can immediately buy handmade products as souvenirs for friends and relatives. From here, when the National Park opens tours here, it should link with craft villages in the neighboring area (Bau Truc).

Culinary culture, an element of VHDG, is an object of tourism attention. Cham people often organize many festivals and this is an opportunity for them to offer strange dishes to the gods. Each type of ceremony, each god of Cham people is diverse, especially cakes (Sakaya) and wine distilled from sticky rice (Tape thanh). Cakes wrapped in banana leaves and tropical fruit specialties. The above dishes are often prepared in a unique way suitable to the characteristics of each Cham ethnic group, so they will be strange and attractive to tourists.

+ Raglay people : Tourists coming to Nui Chua can learn about the unique culture of the Raglay people. Here, tourists can participate in Raglay festivals such as the Naming Ceremony, and learn about the Raglay people's custom of sleeping in the grass. Besides, tourists can rest in stilt houses, have fun, dance, and enjoy rice wine with the Raglay people living next to the reserve.

4.2.2. Organization of tourist space

a. Favorable space for tourism development.

A territorial space is considered favorable for tourism development when it has typical tourism resources, a favorable geographical location, and developed infrastructure conditions.

After studying the planning that has been determined in the research area, it can be seen that the territorial space of Nui Chua National Park is relatively favorable for marine tourism activities and forest ecosystem visits. When clearly identifying the ecotourism centers, it is possible to comprehensively exploit the tourism potential of the area.

Nui Chua. Therefore, local authorities need to organize and implement well in the following tourist areas, the development direction can be chosen along provincial road 702 with two central nuclei being Vinh Hy bay and Binh Tien marine eco-tourism area.

Based on the development direction and available natural resources of the region, we can organize the tourism space for Nui Chua National Park as follows:

b. Reception points:

- Phan Rang - Thap Cham railway station.

- Phan Rang - Thap Cham urban area with national highway 1A, national highway 27 to Da Lat and provincial roads.

c . Accommodation and service facilities : Once eco-tourism motels are built in tourist centers , they will provide accommodation and services for tourists.

d. Main tourist center:

Vinh Hy: This is the main center of ecotourism activities in Nui Chua National Park. In Vinh Hy, we invest in building eco-resorts, located in the West of Vinh Hy Bay, these resorts must ensure harmony with the natural environment. In addition, it is necessary to build high-class resorts located in the East of the Bay, exploiting Dam Dang and neighboring beaches to meet the needs of high-income tourists. The areas are connected by a system of roads and a system of waterway tourist boats. Combined with the traffic axes are lawns, flower gardens, ornamental plants, and shade trees. The main tourist activities in Vinh Hy are viewing coral and admiring the natural landscape on tourist boats.

Figure 4.6. Vinh Hy Bay - Nui Chua National Park

Source: Department of Ecotourism and Environmental Education, Nui Chua National Park

Binh Tien tourist area : With the implementation of eco- tourism activities in Binh Tien, it will create an international quality sea tourism area, preserving all the unique and isolated landscapes created by the terrain, landscapes of Nui Chua National Park and the cool, airy sea climate. Here we build Central Vietnamese traditional guesthouses. With these guesthouses, we can exploit the potential of the unique folk cultural values of the region, especially the unique culture of ethnic groups such as Cham and Raglay, helping to increase revenue for the tourism industry and create jobs for local people when tourism activities develop.

To ensure the development of eco-tourism here, it is necessary to build a good road system and build a wharf to welcome and wait for tourists.

Bai Thung Eco-tourism Area: Bai Thung is an unexploited coastal wilderness area, with a fresh environment, cool climate and beautiful seascapes. This is a favorable location to establish a coastal tourism area with recreational and entertainment services; to bring tourists diverse, colorful tours, rich in types and always with new appeal. When promoting investment in this area, it not only helps improve the economy for the people but also contributes to the local budget through the obligation to pay taxes and service fees.

Before developing eco-tourism in Bai Thung, it is necessary to quickly open the route from Binh Tien to Vinh Hy to shorten the distance to neighboring development areas such as Nha Trang (80 km left).

Lo O Stream : Created by waterfalls no higher than 5 m, Lo O Stream is a fairy-tale port of Ninh Thuan province , 42 km northeast of Phan Rang - Thap Cham town center, in Vinh Hai commune, Ninh Hai district. This place has granite blocks that are eroded flat by water all year round, very ideal for tourists to rest. Coming to Lo O Stream, visitors feel like they are lost in a fairyland with the fresh air of the stream, of the forest trees, the winding mountains in the distance, the chirping of forest birds, the faint scent of the forest, overwhelming people with the feeling of discovering the magical beauty of nature. But currently, the main visitors here are local people, this is a big waste that needs to be overcome, because this place is very suitable for outdoor activities, camping overnight.

In addition to the main ecotourism centers mentioned above, attention should be paid to other locations such as turtle conservation camps in Thai An, My Hiep and some other beaches such as Bai Thung, Bai Thit, Hang Rai, etc.

4.2.3. Target market development orientation

Market orientation is to find potential markets that are suitable for the capabilities and products of a tourist area, tourist destination, thereby orienting product development. Therefore, determining potential markets must be based on many factors such as: the current tourist market of the tourist area, the trend of tourist flow to the area, the tastes of the basic tourist market, the tourism needs of basic visitors, the tourism needs of visitors as well as factors about the products of the tourist area, tourist destination and the development potential of those tourist areas.

4.2.4. Market segmentation

Through the process of analyzing and synthesizing data on economic factors of the tourist area to Nui Chua National Park, we have the following table:

Table 4.5. Market Segmentation Based on Socio-Economic Factors

The markets of tourism products of this type

Key School

1. Age

Sightseeing

Vacation

Sport

Venture

Explore HST

forest

Picnic, camping

Learn culture

21 – 34 2 2 3 3 3 3 3

35 – 50 3 3 2 2 3 3 3

>50 3 3 1 2 2 2 2.TĐVH

Low Medium

Jar

2 2 2 2 2 2 2

Height 2 2 3 2 3 2 3

3. Income

Low 3

Medium

3 3 3 2 2 3 2

Height 3 3 3 3 3 3 3

4. Form

Odd 3 3 3 3 3 3 3

By group

3 3 3 3 3 3 3

Source: Investigation and synthesis calculation

Note: Highest priority: 3

Low priority: 1

Medium priority:2

Depending on socio-economic factors, tourism development agencies will have tourism products suitable for each group. For groups marked as having high priority, corresponding eco-tourism tours will be organized.

4.3. Ecotourism management policy at Nui Chua National Park

4.3.1. Ecotourism activities

Ecotourism in national parks relies on three pillars: visitor centers, interpretive trails, and ecotourism guides. One element to consider in ecotourism management is pre-visit education and interpretive brochures, their production, and design.

a. Educate visitors before visiting

Pre-tour education is essential to reduce negative impacts on the natural and cultural environment and to ensure that visitors enjoy the activities offered. Appropriate information should be provided by tour operators as the attractions are mapped out.

Purpose : To provide educational materials about the Cham and Raglay sites and communities that tourists will visit during their ecotourism activities, in addition to emphasizing the importance of conservation in these areas, it also provides information about the natural and cultural phenomena that tourists will visit. With the pre-tour guidance activity, it will help to provide information about the negative impacts that tourists can cause to sensitive areas to reduce negative impacts during the trip.

Benefits for visitors : They will have many opportunities to learn when observing wild animals and plants as well as interacting with local communities. At the same time , visitors will have a sense of personal responsibility to reduce the impact on the environment and local culture before they visit, bring enough clothes and personal belongings appropriate to the ecosystem and culture of the place they visit, prepare visitors mentally ready for the experience.

b. Building a visitor center

This is a place that uses many different interpretation techniques designed to encourage visitors to visit and protect the National Park. The purpose of building this center is to “keep” visitors in the National Park and make them feel like they are really living there as well as providing some very basic information for visitors. Currently, Nui Chua National Park has not built a visitor center to carry out the management of ecotourism activities. The visitor center is often the first place that visitors come into contact with when coming to the National Park, so the first thing to note is that the center must be built at the gate and the entrance to the center is easy to recognize and impressive.

It can be said that to convince visitors, we do not need to have spacious facilities and expensive visual materials. The visitor center cannot “compete” with the national park to attract attention or play a leading role. It is necessary to have a reasonable design and communicate ideas clearly and use the most impressive techniques for users. Interpretation should encourage changes in attitudes and behavior. It should make visitors feel interested. That is why it is necessary to create positive, pleasant and unforgettable feelings, which is different from guiding and disseminating information.

Never “force” the visitor to explain anything. We must reach the visitor through a sensitive and emotional world. Let us remember the principle of learning: on average, we will remember 10% of what we hear, 30% of what we read, 50% of what we see and up to 90% of what we do. This is important to relate to the visitor.

Content Interpretation : One problem with center design is providing too much content. The content must be selective, that is , the most important content. To do this , consider the following factors:

1. Particularly rare natural or cultural resources.

2. Places of particular interest, in terms of landscape or scenery.

3. Tourist attractions.

4. Activities that tourists love.

5. Other attractive possible activities that are linked to conservation.

6. Use of natural resources: relevance and problems.

7. The types of experiences that tourists will have on the trip.

8. Knowledge provided to visitors before visiting.

9. People's knowledge and attitudes about the area.

10. Relate to visitors' attitudes towards regional conservation and national park management.

c. Interpretive Trail

The purpose of the interpretive trail is to help visitors explore the area with the help of a tour guide, or if they are exploring on their own, they can read

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