Negative Aspects of Tourism Development in Duong Lam Ancient Village

or force tourists to buy goods. Not only that, the service style is increasingly more professional, creating trust with tourists, the lives of people are improving day by day.

2.4.2. Negative aspects of tourism development in Duong Lam Ancient Village

Duong Lam still retains the ancient architectural model of a pure Vietnamese village in the Northern Delta region. Along with that, this place is also a land with special historical values - "the land of two kings". However, tourism in Duong Lam ancient village is still in its potential form, not attracting many visitors. The weakness of Duong Lam is that the daily life and work of the people are quite monotonous and boring. Compared to other highland tourist destinations that have implemented this product, Duong Lam is much less vibrant.

People still focus on agriculture and do not pay attention to tourism business. The State management agency on tourism has no policy to raise people's awareness of tourism, so tourism activities are still fragmented and small-scale. People's awareness of the benefits of tourism is limited:

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There are families living in old houses but do not understand anything about the house they are living in to introduce to visitors. This shows the limited cultural knowledge and low awareness of the people about tourism.

People built many high-rise buildings to replace old houses, roads were replaced with new materials, rough lines.

Services in Duong Lam are not yet developed, there are still many poor services to meet the essential needs of tourists, which significantly affects the attraction of visitors and the improvement of people's lives. There are no unique and diverse tourism products to keep tourists staying for a long time.

There are very few technical facilities such as restaurants, motels, souvenir shops, etc. Souvenir products are also not special, just peanut candy and Lam tea. Currently, in the whole Duong Lam village, there is only one public toilet area for tourists.

In addition, the entire tourist area has only one very small parking lot, located right outside the village gate, mainly for cars. For motorbikes, visitors have to find a local's house to park.

The government does not strictly control and manage the prices of all types of services, and does not set specific limits for each fee level to ensure the rights of tourists as well as the reputation of the locality.

Not paying attention to environmental sanitation issues, local authorities have not had any reasonable measures to solve environmental problems.

Human resources are still lacking, unprofessional, service products are still duplicated, guest reception skills and methods are still amateurish, tourism potentials have not been fully utilized, external investors participating in tourism development are still few and lacking, close links with tourism in neighboring areas have not been focused on much and are still ineffective, foreign language proficiency and knowledge for management teams, guides and people are still limited and need to be upgraded soon to meet the needs of welcoming guests, the system of signboards introducing sightseeing routes is not available, parking lots at some tourist attractions are still narrow, public restrooms are few and still operate poorly.

Regulations are made but not strictly implemented, leading to a lack of harmonious management and making tourists come only once and never return.

Lack of government management, departments do not have specific plans to develop community tourism in Duong Lam.

Chapter 2 Summary

In chapter 2, the author analyzed the conditions and current status of community tourism development in Duong Lam, from which he made comments and assessments on the positive and negative aspects of community tourism development here. That is also the premise for the author to propose solutions for community tourism development in Duong Lam ancient village in chapter 3.

CHAPTER 3: SOLUTIONS FOR COMMUNITY TOURISM DEVELOPMENT IN DUONG LAM ANCIENT VILLAGE

3.1 Orientation for community tourism development in Hanoi

In recent years, community tourism has developed rapidly, with many breakthroughs in attracting tourists as well as tourists as well as building new tourism products, not only contributing directly to the orientation of sustainable development, preserving and promoting natural values, promoting the national identity of each local community but also improving the lives of local people. Community tourism is a type of tourism for tourists who like to explore, experience and learn about the customs and practices of local people. Participating in community tourism, tourists will eat, sleep at local people's houses, live and work with local people to discover unique indigenous cultures. Previously, community tourism was formed and developed spontaneously. But after only 3 years, community tourism here has been put into a "framework". When the tourism industry of Son Tay province has given specific development orientations and policies to attract tourists to come and feel secure using homestay services, eating and drinking, and participating in experiential activities with local people.

In the development strategy of community tourism, Duong Lam will enhance its competitive advantage by providing physical products such as soy sauce, Lam tea, peanut candy, fried candy, wine, accommodation facilities, but also services to participate in activities with the people such as participating in farming, making soy sauce, making candy, or simply experiencing the peaceful, cool space of the Vietnamese countryside. Specifically, based on the beautiful architecture of the ancient village, Duong Lam creates real experiences that tourists cannot have the opportunity to enjoy fully and professionally in other places. If on the weekend, tourists come to Dong Anh, Gia Lam to fish and breathe the air in the village there, they can also come to Duong Lam to enjoy those services and more.

To promote the development of community tourism, localities need to change to bring new colors to their localities. In order to build Son Tay town into one of the cultural tourism centers of the Capital. Comrade Dang Vu Nhat Thang - Chairman of the Town People's Committee said

Son Tay has built a project "Preserving and promoting Son Tay cultural values".

- Xu Doai associated with building elegant and civilized Hanoians in the period of 2013-2020 issued Resolution No. 08 on "Strengthening the management, preservation and promotion of cultural relic values associated with the development of tourism and service economy in the period of 2017-2020 and the following years" along with many other important projects, plans and resolutions. Local authorities have implemented many synchronous measures such as: Strengthening the management, planning, preservation, restoration and promotion of cultural heritages, building tours and sightseeing routes, training tour guides, developing accommodation facilities, restaurants, hotels, promoting trade and tourism development. Along with that, the town also takes advantage of the city's support in investing in building key infrastructure, creating conditions for attracting projects and investors to contribute to awakening the potential of this ancient land, contributing to making Son Tay an attractive destination for domestic and foreign tourists. The State needs to develop specific mechanisms and policies on strategies and planning for community tourism, supporting infrastructure construction. In addition, there needs to be solutions for training human resources to develop community tourism more strongly, while still preserving, conserving and promoting the cultural identity of each locality. Thereby, creating momentum for community tourism to develop, contributing to promoting socio-economic development and creating conditions for hunger eradication and poverty reduction for people in many difficult areas.

Duong Lam's goal is to strive to have 70% of households participating in tourism activities by 2020 and the nearest goal is to attract over 20,000 visitors to Duong Lam in 2020. We believe that with the tireless efforts and the first sweet fruits mentioned above, Duong Lam tourism will increasingly benefit from the heritage and thereby know how to preserve its own precious heritage.

In the development plan of Hanoi city to 2020 with a vision to 2030, Hanoi city focuses on developing 6 tourist clusters, in which Duong Lam ancient village will be located in the Son Tay Ba Vi tourist cluster. In these clusters, the city will develop tourism service infrastructure such as: traffic roads, entertainment systems, and human resource development to promote tourism development. Emphasizing the diversification of tourism products for Duong Lam, Mr. Nguyen Huy Khanh affirmed that Son Tay town will build closed tourist tours in the town and connect with tourist areas of Ba Vi district, Hoa Binh province.

Binh, Vinh Phuc, Phu Tho, building a cultural environment in tourism activities. Tourism infrastructure in the ancient village such as a system of signboards, a system of souvenir booths displaying and selling typical local tourism products are also taken into account, so that people attached to the relics are more enthusiastic about doing tourism.

Developing community-based tourism brings many benefits to both tourists and local people, as well as travel companies. However, besides the existing benefits, there are still issues that need more attention, especially the preservation of cultural identity from the influence and encroachment of foreign cultures.

3.2. Some solutions for developing community tourism in Duong Lam ancient village

3.2.1.Developing specific products, diversifying products and services

Tours to Duong Lam are currently quite monotonous, unattractive, lacking depth, not groundbreaking, the connection between tourists and the community is not high, and the strengths of cultural characteristics have not been fully promoted. Therefore, in order to develop and attract visitors, create appeal and prolong the length of stay of visitors, Duong Lam needs to implement some solutions as follows:

To fully exploit the strengths of Duong Lam, travel companies need to organize tours to stay at local homes. Tourists will live with the host and participate in daily activities with the locals. Thereby stimulating tourists' curiosity and exploration of the cultural characteristics here. Moreover, Duong Lam is a place with many traditional occupations, many typical dishes, and each time of the year, Duong Lam people have different activities. Tourists who want to fully explore the cultural values here need to spend a long time. To take advantage of this advantage to generate income for the locals, it is necessary to promote the organization of tours of 2 days or more. The author proposes a tour program as follows: Hanoi

- Duong Lam 2 days 1 night.

Day 1: Hanoi - Duong Lam (Lunch - Dinner)

8:00: Depart from Hanoi to Duong Lam. On the way, stop by Son Tay ancient citadel to learn more about the glorious past of the Vietnamese people. 10:30: Arrive at Duong Lam, you will walk to visit Mong Phu communal house, some ancient houses and Phu temple, Mia Pagoda.

12:00: Check in and have lunch at Ms. Lan's house at the family homestay

15:30: Start the agricultural experience program. You can participate in the agricultural production process, go to the field to pick vegetables, plant vegetables, harvest vegetables to bring home, transplant rice, hoe the land, harvest rice... cook rice with the host.

18:00: Join the prayer session. Have dinner.

20:00: Herbal foot bath prepared by the village healer from various leaves to relieve fatigue and help visitors sleep well.

Day 2: Duong Lam – Hanoi (breakfast - lunch)

7:00: Participate in traditional exercise. Have breakfast. 8:00: Cycle to visit Ngo Quyen tomb and Phung Hung communal house and visit agricultural activities as well as the traditional Vietnamese countryside. Participate in making wine, soy sauce, candy, and cakes with families in ancient houses. On the way, visit the Country Market and shop for some local products.

10:00: Learn to cook some typical dishes with instructions from the locals in the ancient house.

12:00: Lunch

13:00: Start to depart for Hanoi, on the way back visit Tay Phuong pagoda, Bat Trang pottery...

End of program.

Besides, it is necessary to increase experiential activities for tourists in tours in Duong Lam such as: Developing craft village tours, sightseeing and experiential tours...

Develop more tours based on traditional craft villages such as making soy sauce, making candy, with traditional soy sauce making activities, families should have services to guide tourists to make soy sauce by themselves with raw materials for them to process and make themselves, tourists can directly work and create products for themselves, they will definitely be very interested and satisfied, this is a way to help visitors experience not only simply introducing to guests but also allowing guests to participate directly.

With the traditional candy making profession, it is also necessary to build a separate candy making process for tourists. Introduce the candy making process to tourists, provide them with raw materials, let them process and make it themselves, candy making has more difficult techniques than making soy sauce, candy makers need to guide tourists in a way.

specifically so that visitors can complete the work without damaging the batch of candy and when finished, they can take the finished products home themselves. That is a way to help visitors experience not only simply introducing to visitors but also allowing them to participate directly. Making candy also takes as much time as making soy sauce. If we only introduce and let visitors visit and see the process of making candy and making soy sauce, it will only take 10-20 minutes to complete, but if we let visitors do it directly, it will take them half a day to make the product. This will prolong the time visitors stay longer and give them more experiences.

* For tourism products - visiting and experiencing rural agriculture Not only for foreign visitors but also for many Vietnamese tourists,

Experiencing the slow and peaceful life, exploring agricultural activities with the locals is an interesting activity. To turn Duong Lam into a true treasure of the Vietnamese countryside, activities like this are extremely necessary.

Based on the study of rural agricultural tourism models in Hoi An Ancient Town, I would like to propose service products with tours such as "a day as a farmer" or rice planting, a day with Duong Lam people... Tourists will experience being a real farmer with very daily activities of farmers such as: planting vegetables, transplanting rice, bailing water, harvesting rice, hoeing the land to grow vegetables,... to understand more about agriculture in general and the rice civilization of Vietnam throughout thousands of years of history.

In addition, competitions should be organized between guest groups such as fast rice planting, beautiful rice planting, rice harvesting, rice threshing, etc. to increase the attractiveness of the activities.

Encourage tourists to use locally available products and guide them to make their own typical dishes here such as activities to guide them to cook, traditional dishes of the village. They find local food for themselves to cook. Can organize for them cooking competitions, rice planting competitions to organize prizes to increase attractiveness.

In addition, some other activities can be organized that are also included in rural agricultural activities such as: fishing, catching fish, grilling wild fish, raising livestock, picnic activities of digging and grilling potatoes on the spot.

When these tourism products are applied, people will realize that their main occupation is farming and maintaining their farming profession is the attraction for tourists.

* For products and services

For services, it is necessary to develop more diversely to meet the needs of tourists, although community tourism tourists do not have high demands on services.

But there must still be basic essential services and additional services so that tourists can satisfy their needs such as cash withdrawal, money exchange, medical services, souvenir shops, and need to be decorated and arranged more beautifully with more diverse products.

It is necessary to attract the sale of agricultural products, products produced by local people, to create a unique mark, instead of copying souvenir products from other places to sell. Families with traditional occupations such as making soy sauce and candy need to invest, and create more glue products, quality soy sauce bottles to bring a brand to the Duong Lam countryside. It is necessary to plan reasonably for households producing handicrafts, there should be a house to display products created by the community. Handicrafts need to create characteristics, and regional landscape culture to attract and entice tourists to visit and buy products.

Taking advantage of the local strengths in the souvenir shop is both a way to promote the product and a way to create a unique locality here, such as souvenirs made from straw, this is a very good and very new idea, suitable for the strategy of developing community tourism in Duong Lam. Developing products from straw has solved three major problems: Creating new souvenirs suitable for the characteristics of Duong Lam, and as souvenirs for tourists, creating income for farmers in their spare time and taking advantage of available fuel sources. However, it has not been developed, its aesthetics are still low, the display surface is not beautiful, so it has not created efficiency.

Along with the development of new tourism products, some landscapes in Duong Lam also need to be renovated and built on the criteria of not affecting the ancient architecture. Some landscapes that I propose include:

Bamboo village landscape: Bamboo village is an indispensable cultural feature in most northern villages. Nowadays, due to the expansion of residential space,

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