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Number of Accommodation Establishments in the Country and the Central Region Through the Years 2011 - 2012


Table 2.37: Number of accommodation establishments nationwide and in the Central region through the years 2011 - 2012

Year and quantity


CSLT

2011

2012

Compare 2012/2011

Quantity

Room number

Quantity

Room number

Increase

Growth of CSLT (%)

Increase

number of rooms (%)

Total country

13,756

256,739

15,381

277,661

11.81

8.15

5 star hotel

48

12.121

57

13,494

18.75

11.33

4 star hotel

126

15,517

147

17,903

16.67

15.38

3 star hotel

273

18,990

335

22,802

22.71

20.07

Central region

3,403

72,763

3,618

78,138

6.31

7.39

5 star hotel

16

3.168

18

3,581

12.5

13.03

4 star hotel

49

4,733

50

4,883

2.04

3.17

3 star hotel

98

6,186

106

6,721

8.16

8.65

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Number of Accommodation Establishments in the Country and the Central Region Through the Years 2011 - 2012

Source: General Department of Tourism, Department of Culture, Sports and Tourism of Central provinces

In 2012, the number of hotels in MT accounted for 23.52% of the whole country, the number of rooms accounted for 28.14%. Of these, 12.4% of accommodation establishments, 28.2% of rated rooms, and hotels with less than 20 rooms account for about 80% of the total number of accommodation establishments in the region [29]. In 2000, the whole country had only 3,267 accommodation establishments

72,200 rooms, compared to 2000, the number of accommodation establishments in 2012 increased 4.7 times, the number of rooms increased 3.8 times. In 2000, the number of accommodation establishments accounted for only 9% of the whole country.

Table 2.38: Percentage of accommodation establishments in the Central region compared to the whole country over the years 2011 - 2012

Unit: %


2011

2012

CSLT ratio vs

with the whole country

Number of chambers ratio

compared to the whole country

CSLT ratio vs

with the whole country

Number of chambers ratio

compared to the whole country

Central region

24.7

27.5

23.5

28.1

5 star hotel

33.3

26.1

31.6

26.5

4 star hotel

38.9

30.5

34.0

27.3

3 star hotel

35.9

32.7

31.6

29.5

Source: General Department of Tourism, Department of Culture, Sports and Tourism of Central provinces

The number of hotels from 3 to 5 stars accounts for 33.3% compared to the total number from 2011 to 2012, this rate was 31.6%. This rate has decreased because some investor projects have had capital difficulties and cannot be implemented, thereby affecting the number of facilities. The MT area is considered an ideal destination for all travelers, so suppliers in this area are always looking to bring their customers excellent value by offering Quality services, satisfying all visitors' needs.


2.5.6. Tourism promotion activities in the Central region

Tourism promotion activities aim to increase the destination's ability to attract visitors. Tourism promotion campaigns are carried out to motivate potential buyers towards the destination [7,22]. Propaganda and promotional activities are the core tool to carry out this campaign to introduce the unique values ​​of World Cultural Heritage in localities to the world in order to position and create a brand for the destination. Successful brands increase customer awareness [28].

The Central region has an advantage in developing tourism when it owns 4 tangible World Cultural Heritages and 2 intangible World Cultural Heritages. World cultural heritages are a unique local element, a core tourism product that contributes to increasing the ability to attract tourists and are the main reason for tourists to choose a destination on their journey. Therefore, an effective propaganda program will stimulate tourist demand and create tourist expectations about the visit [21]. In recent times, a number of propaganda campaigns have been carried out such as the national tourism year program held in localities with different themes. In 2006, it was held in Quang Nam with the theme "One destination, two world cultural heritages", in 2011 it was held in Phu Yen and the South Central coastal provinces with the theme "Sea and island tourism". , 2012 was carried out in Thua Thien Hue and the North Central Coast provinces with the theme "Heritage Tourism". These programs are implemented to enhance promotion and exploitation of tourism resources related to the theme. However, the effectiveness of these programs in recent times has not been as effective as expected.

In addition, a number of other promotional activities have been implemented such as: organizing roadshows, famtrips, tourism promotion programs, organizing familiarization tour programs for travel agencies and press to MT such as Thailand, Japan, China and Singapore; organize customer conferences in Ho Chi Minh City and Hanoi; publishes travel guides, travel maps, and travel films in many languages: Vietnamese, English, Chinese, Japanese, and Thai. The work of linking and cooperating in tourism development between the three localities of Thua Thien Hue - Da Nang - Quang Nam has been promoted through joint promotion and introduction: "Three localities - One destination" through promotional activities. form of organizing roadshows, participating in fairs and exhibitions at home and abroad. Furthermore, to carry out an effective communication program, many different methods can be used such as public relations, event organization, participation in international tourism fairs, leaflets, brochures, articles, etc. newspaper to promote World Cultural Heritage. However, due to limited funding, the promotion at MT is still fragmented and lackluster, the promotional content is unattractive and not enough to attract customers. In addition, MT tourism also participates in international tourism fairs but has not yet made an impression on potential tourists. If done well the activity works


Media promotion of World Cultural Heritage, providing full information about heritage for tourists to grasp will also contribute to exploiting these World Cultural Heritage in a reasonable way.

2.5.7. Tourism linkage activities in the Central region

Furthermore, although MT's tourism potential is rich and diverse, the provinces still do not have a proper linking solution to further develop tourism business activities in this area. The most obvious benefits of the link are convenience in exploiting customers, saving costs and enhancing the attractiveness of the area. With its own strengths and characteristics, each locality needs to coordinate with each other to effectively promote this potential, bringing significant revenue to the tourism industry and the country, contributing to economic development. social economy, improving people's living standards. Tourism only develops when there is a connection between localities with different tourism strengths.

Compared to other localities across the country, the MT area is a place with a lot of tourism potential with unique and extremely unique beauty that can exploit many different types of tourism. From Thanh Hoa to Ha Tinh, there are strengths in historical tourism, culture, and beach resort tourism such as Lam Kinh, World Cultural Heritage of Ho Dynasty Citadel, Kim Lien relic site, tomb of great poet Nguyen Du, and beach resorts. Cua Lo, Thien Cam, Sam Son. Besides, from Quang Binh to Quang Ngai, we focus on exploiting the strengths of cultural heritage, revolutionary historical relics, especially the connection between natural values ​​and cultural values. Unique cultural values ​​such as the architectural cultural heritage of Hue Citadel, Hoi An ancient town, My Son relics, Quang Tri Citadel - a famous revolutionary relic along with special natural values As beautiful as the world natural heritage Phong Nha - Ke Bang cave, the eco-tourism axis Lang Co - Bach Ma - Hai Van - Son Tra - Ba Na - Da Nang have created unique and attractive tourist routes. Furthermore, Da Nang beach is considered one of the most beautiful beaches in the world and is also the foundation for developing marine tourism and forming international-class marine tourist areas. This tourist area is also the gateway to Vietnam of the East-West corridor, so Canavan tourism is also focused on developing along the route from Thailand, Laos, Cambodia to Vietnam. Meanwhile, the Central Coastal tourism sub-region from Thua Thien Hue to Binh Thuan has the most outstanding strength in marine tourism, with modern, large-scale marine tourist areas meeting international standards such as Dai Lanh, Van Phong bay, Ninh Chu, Ca Na, Phan Thiet, Mui Ne. Unique identities and cultural values ​​are strengths here. It can be seen that the tourism potential of the MT region is extremely large, however each locality has different strengths and characteristics. Therefore, if and only when there is coordination between localities, the potential


Only then will this function be effective, bringing significant revenue to the tourism industry and the country, contributing to socio-economic development and improving people's living standards. In fact, current linkage activities in the MT area are both lacking and weak, and between provinces have not yet seen their own strengths to diversify products and build tourist tours. The linkage work of the provinces has not been implemented synchronously, competing with each other rather than cooperating with each other. Although we pay attention to exploiting tourism resources and tourist attractions, we still follow the situation of everyone doing their own thing. This is a major obstacle for MT tourism development. Up to now, there have been a number of ideas put forward to implement the connection, but they are still not specific and have not been delved into, so they have not yet made a breakthrough to create conditions for businesses and localities to seek opportunities. business in the tourism sector. The project "Central Heritage Road" is a typical example. Although it has a clear purpose, the implementation is not synchronous, lacking rigor and is essentially just self-linking between businesses. but without the participation of the government and management levels. The Central Heritage Road is a tourism program implemented with the goal of connecting world heritage sites in the Central region, especially connecting World Cultural Heritages in Hue such as the Hue Imperial Citadel relic complex and the Royal Palace. Hue communal houses and World Cultural Heritages in Quang Nam such as My Son Sanctuary and Hoi An Ancient Town. The Central Heritage Road is organized to exploit World Cultural Heritage combined with exploiting the advantages of tourism in the Central region such as ecotourism, resort tourism, craft village tourism, and at the same time calling for the connection of regional provinces. Trung aims to promote tourism development, bringing benefits to localities and the community. However, over time, the implementation has not been as successful as expected, because the management work is still inadequate, loose, there is no unity in the connection, and the responsible entity has not been identified. Therefore, it is not possible to maximize the advantages of world heritage sites in the Central region. Furthermore, in the process of exploiting tourism today, localities are still localized, doing their own thing, with a local mindset, without mutual support between localities, making the Heritage Road useless. brings high efficiency. In addition, currently in the Central region, infrastructure is not modern and synchronous, technical facilities serving tourism do not meet tourist needs, service quality is poor, tourism products are poor, and tourism resources are poor. Human resources to serve tourism are lacking and weak, and there is not much investment in tourism promotion activities. These are factors that greatly influence the Central Heritage Road. Therefore, the problem here is to link, tourism only develops when there is a connection between localities with different tourism strengths. Therefore, to create an attractive brand, tourists need to pay close attention to the connection between localities to create synchronization in tourism development, contributing to exploiting the advantages of each locality and creating attractive products. leading to attracting more and more tourist attractions to MT.If the problem is the connection between localities, industries, and businesses


If resolved decisively, then the internal strength and potential will be strongly promoted, creating a common image for the whole area as well as creating attraction for tourists, contributing to accelerated development. tourism for the entire region.

Tourism integration is actually not a difficult problem, but the difficulty of finding a common voice between localities has affected this work. In recent times, when localities organize tourism events, there has been no mutual communication or cooperation, leading to the events taking place at the same time, causing tourists to come to this province to return. I don't know what's going on in the other province. For example, while Thua Thien Hue is holding the "Lang Co Legend of the Sea" festival, Da Nang is also holding the "Da Nang Cultural Festival", and in this province there is not a single advertising banner. Letting tourists know about events in the other province will greatly reduce the effectiveness. If there is a close connection between localities, that situation will not happen, the festivals organized will be more effective and the number of visitors will be attracted.

2.6. EVALUATION OF EXPLOITATION ACTIVITIES OF WORLD CULTURAL HERITAGES FOR TOURISM DEVELOPMENT

2.6.1. Summary of indicators to evaluate tourism development in the Central region

World Cultural Heritages are important resources that create unique tourism products, attracting domestic and foreign tourists. The existing World Cultural Heritage in the Central region has made this place a stopping place for many tourists. Tourism exploitation activities at World Cultural Heritages have increased the number of visitors, and the services provided to help guests satisfy their tourism needs have encouraged their spending, thereby contributing to the development of environmental tourism. This result is inevitable thanks to the efforts of tourism managers in the process of exploiting resources. However, the average growth rate over the periods is not high and not commensurate with the inherent potential.

Table 2.39: Summary of indicators to evaluate tourism development in the Central region

Unit: %/year


Targets for tourism development in the Central region

Period 2000 - 2012

Growth rate of number of visitors

9.7

The speed of increasing the number of QT results

16.4

Speed ​​of increase in kills

17.3

Growth rate of income from tourism activities

17.2

The growth rate of the number of workers in the tourism industry

11.3

Source: Processed according to data from the Representative Office of the Ministry of Culture, Sports and Tourism in the Central region


The average growth rate of the total number of visitors to MT in the period 2000 - 2012 only reached 9.7%/year, of which the average growth rate of the number of visitors was 16.4%/year and the average growth rate was 16.4%/year. The number of QT results is 17.3%/year. Besides, the growth rate of income from tourism activities is still low, showing that this place does not have breakthrough products for customers to increase their spending. Accordingly, technical facilities serving tourism have also increased to meet the needs of tourists and travel businesses have also increased. Compared to 2000, the number of accommodation establishments in MT in 2012 increased 12.3 times, and travel businesses increased 2.6 times. The growth has increased in quantity, but according to the assessment of the General Department of Tourism, the quality is not guaranteed. Furthermore, to evaluate tourism development, it is also based on the contribution rate of tourism and GDP. The tourism industry contributes a high proportion to the GDP of the environment, in 2009 it accounted for 9.5%, then in 2012, the proportion reached 13%. .5%. Compared to the country's GDP, the contribution of environmental tourism is still very small. The labor force in the tourism industry increases by an average of 11.3% per year but is still not enough to serve tourists.

2.6.2. General assessment of exploitation of world cultural heritages for tourism development

In general, in recent years, local governments where heritage sites are located have paid much attention to the reasonable exploitation of World Cultural Heritages, especially paying a lot of attention to promoting the value of World Cultural Heritages. preserve, protect, restore and embellish monuments, ensure mining activities bring benefits to the community and pay attention to environmental protection. Tourism promotion activities at heritage sites to promote tourism in recent times have achieved the following achievements:

Firstly, in terms of enhancing the value of World Cultural Heritage, exploitation activities in recent times have focused on promoting the unique and unique values ​​of World Cultural Heritage, with appropriate exploitation methods for each type of World Cultural Heritage. In addition, the work of preserving and promoting the value of tangible and intangible cultural heritage is given top priority, and the funding used for this work is mobilized from many different sources. Although this is not a small amount of money, the local government always tries its best to complete the mission assigned by the Government and people.

Second, the conservation of tourism at World Cultural Heritages has partly brought economic benefits to the community, local people have gained jobs thanks to tourism development, and people's lives have improved and stabilized. Particularly, people in Hoi An and Hue have benefited directly from the heritage.

Third, the political environment, social order and safety where heritage sites are located are always good, this is a huge advantage for localities in the process of exploitation and tourism development, contributing to the development process. sustainable tourism.

Besides, tourism exploitation at world heritage sites has the following limitations:


Firstly, due to the diverse and complex characteristics of the world heritage system, each heritage has different characteristics that make exploitation difficult and promote heritage value to serve tourism development. There are still many shortcomings, moreover, the situation of promoting heritage values, exploiting tourism potential in heritage areas for the wrong purpose, commercializing values, and over-exploiting heritage values.

Second, investment in conservation, development of tourism resources, and heritage conservation to serve tourism is still fragmented, scattered, and lacking in synchronization; Investment and development management and tourism service business still lack professionalism.

Third, there is a lack of mechanisms to create favorable conditions for communities in heritage areas to participate in investment in tourism development, as well as exploit culture, folk arts, industries, and traditional crafts to serve tourism and economic benefits. Benefits to the community from tourism are still limited.

Fourth, state management in tourism development in heritage areas also has many shortcomings. The subjects of tourism management are not clear, mainly the local government where the heritage is located, other subjects have not been given proper attention during the exploitation process.

Fifth, the environment in heritage sites is still not guaranteed, environmental pollution has a negative impact on society and tourists.

Sixth, communication activities for heritage sites are still not given much attention. Localities have not really cooperated with each other in promoting heritage sites. Organizing campaigns and events to attract customers is not very effective. It has not yet created a truly impressive impression on tourists to attract more visitors. The role of tour guides has not really been promoted.

The issue of developing tourism on the basis of promoting the values ​​of tourism resources, including world heritage sites, is an urgent and complex task. Therefore, there needs to be some solutions to find models and coordination mechanisms of all sectors, all levels of state management, residential communities and businesses in development management and tourism with the goal of preserving preserve heritage for future generations, sustainably develop heritage while promoting the value of humanity's cultural heritage.

Table 2.40: Summary and assessment of tourism exploitation activities at World Cultural Heritages ( Appendix 27)


Table 2.41: Summary of criteria for evaluating tourism exploitation activities at World Cultural Heritages

( Appendix 28)


2.6.3. Results of surveys and research on tourists' assessments of world cultural heritages

2.6.3.1. Research purpose

The purpose of the survey conducted by the author is to collect more in-depth information about tourism at World Cultural Heritages, to have the opportunity to access and understand more deeply the feelings and assessments of visitors towards World Cultural Heritages in the area. Central region with the purpose of knowing how tourists evaluate world cultural heritages in the Central region, from which we can better understand tourists as a basis to help the author analyze and evaluate the current status. of heritage tourism in localities, to propose solutions to develop tourism at these world cultural heritage sites.

2.6.3.2. Survey methods and approaches

- Participate in the survey: the author, along with a group of collaborators who are students of the Faculty of Tourism, University of Economics - University of Da Nang, conducted a survey of domestic and foreign tourists at World Cultural Heritages in the area. discussed in the provinces of Quang Nam, Da Nang, and Thua Thien Hue, implemented in 2013.

- Survey content: The survey consists of 2 parts with the following contents:

+ Part 1: General information with 5 questions to clarify package tour guests, the number of times they visit the heritage, sources of information about the heritage, purpose of the trip, and heritage characteristics that decide to visit.

+ Part 2: Evaluation and comments of visitors with 7 questions about the level of satisfaction and assessment of heritage including heritage value, environment, services, security and order, and people's attitudes local people, tourist concentration, evaluation of interpretation activities, and other activities attended at the heritage site.

- Reliability of data: To ensure the reliability of the collected data, the author conducted a Cronbach Alfa test for the multi-indicator scales used in the questionnaire. Test results (see Appendix 9 ) show that the scales are both reliable and highly valid, both greater than 0.6 and less than 0.9 (Nunnally & Brunnstein, 1994); Can be used to collect information to serve the research goals in this topic.

2.6.3.3. Results of the survey on tourists' assessments of world cultural heritages (Appendix 10)

Investigation method: Through the compiled questionnaire, the investigators conducted direct interviews with tourist attractions using the method of randomly selecting tourist attractions in Hoi An City, My Son and at some relics in Hoi An. Hue such as Ngo Mon, Khai Dinh Tomb, Tu Duc Tomb. To ensure objectivity and randomness of the sample, in

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