infrastructure and technical facilities, building orientation for resource exploitation in the present and future.
Over the past 10 years, the exploitation of natural resources and tourism resources in Thua Thien - Hue province to serve tourism development has achieved positive results in terms of increasing the number of visitors, revenue and investment, restoration and embellishment of relics, contributing to the development of tourism in the province and enhancing the image of Thua Thien - Hue tourism to domestic and foreign tourists. In addition, the exploitation of resources still has some limitations, notably the number of natural resources and tourism resources put into exploitation is still low compared to the potential, the focus on exploiting the Complex of Hue Monuments and the slow promotion of the values of other resources causes waste of resources and has not diversified cultural tourism products. This result leads to the low efficiency of exploiting natural resources and tourism resources in terms of economy, society and environment.
Through the analysis of tourists' feelings towards cultural tourism destinations in TTH province, it shows that most tourists highly appreciate the landscape, cultural value, architecture, and art of cultural tourism resources. Meanwhile, factors such as clean environment, diverse and good quality handicraft products, and supporting services such as shopping, dining, etc. have not created the best choice for tourists. This reduces the perceived value of tourists towards cultural tourism destinations in TTH. At the same time, tourists' feelings are different between European, Australian, American, African tourists and Asian and domestic tourists. In the future, the exploitation of tourist destinations needs to be further focused on investing in technical facilities, renovating and embellishing resources, and improving service quality to better meet the needs of tourists and the requirements of rapid and long-term development of the TTH tourism industry; At the same time, we must aim for sustainable development in resource exploitation activities.
CHAPTER 3: ORIENTATION AND SOLUTIONS FOR EFFECTIVE EXPLOITATION OF HUMANITIES TOURISM RESOURCES IN THUA THIEN - HUE PROVINCE
3.1. Basis for building orientation
3.1.1. Master plan for tourism development in Vietnam and the North Central region to 2020, vision to 2030
3.1.1.1. Master plan for Vietnam tourism development to 2020, vision to 2030.
Thua Thien - Hue has a strategic location with all important types of transportation including: roads (National Highway 1A, Ho Chi Minh Road, East-West economic corridor connecting tourist destinations in Thailand and Laos), North-South railway, sea route (Chan May deep-water port) and air route (Phu Bai international airport). Rich natural resources with Tam Giang - Cau Hai lagoon system, many beautiful beaches such as Lang Co, Canh Duong and Bach Ma National Park, ... In particular, Thua Thien - Hue also has the most outstanding and unique source of natural resources and tourism resources, the Complex of Hue Monuments - World Cultural Heritage including a system of tombs, citadels, palaces, pagodas, ... in harmony with the natural landscape, considered an ancient urban architectural masterpiece of Southeast Asia and the world. In addition, TTH also contains unique and distinctive intangible cultural values such as royal court singing and dancing, culinary arts, traditional festivals, handicraft villages, culture of ethnic minorities such as Ta Oi, Van Kieu, ... especially royal court music - recognized by UNESCO as an intangible cultural heritage of the world.
The advantage of TTH tourism is also due to its location as the southern gateway of the North Central tourist region and among the world heritages in Vietnam. The connection with neighboring provinces will increase the value of TTH tourism.
With the above potential, strengths in location and tourism resources, in the Master Plan for Vietnam tourism development to 2020, with a vision to 2030, TTH is identified as being associated with the Hue Ancient Capital cultural heritage system and Lang Co natural landscape.
- Canh Duong, Bach Ma, Tam Giang, ... are key areas for tourism development in the North Central region with the orientation of Hue City as a tourist city [23]. At the same time, according to Decision No. 143/2007/QD-TTg dated August 30, 2007 of the Prime Minister, the construction of Hue into a typical Festival city of Vietnam with national and international stature, shows the position and strength of TTH tourism . [ 18 ]
However, the development of TTH tourism compared to the whole country in more than 10 years
The potential and strengths of provincial tourism have not been fully exploited; the total number of visitors to TTH still accounts for a low proportion compared to the whole country, shown in Figure 3.1 below:
%
20
18
16
14
12
10 9.1
8
3.5
6
4
2
0
6.8
10.4
4.2
4.4
5.8
4.5
4.4
8.9
12.2
18.7
12.1
10.7
2000 2002 2004 2006 2008 2010 2012
Ratio of tourists to TTH compared to the whole country
Year
Ratio of international visitors to TTH compared to the whole country
Source: processed from [83]
Figure 3.1. Ratio of tourists and international tourists to TTH compared to the whole country
On average, in the period 2000 - 2012, the total number of visitors to Hue only accounted for 4.83% of the whole country. In terms of international visitors to TTH compared to the whole country, this rate is higher, accounting for 11.84% on average for the same period. This partly shows the attraction of international visitors to TTH and is the basis for building the development orientation of TTH tourism in the future.
3.1.1.2. Master plan for tourism development in the North Central region to 2020, vision to 2030.
According to the Vietnam Tourism Development Master Plan to 2020 and Vision to 2030, the North Central Coast tourism region (CCR) is determined to include 6 provinces and cities: Thanh Hoa, Nghe An, Ha Tinh, Quang Binh, Quang Tri, and Thua Thien Hue [23]. This is a region with extremely rich tourism resources and tourism is also identified as a key economic sector of the region.
Over the years, TTH has always played an important role in the development of the Region. In the period 2000 - 2012, Nghe An, Thanh Hoa, TTH were the 3 markets with the largest number of visitors; on average Nghe An accounted for 25.19%; Thanh Hoa accounted for 22.91% and TTH accounted for 19.89% of the total number of visitors to the Central Highlands. However, if we consider the number of international visitors to the Region, TTH accounted for a very high proportion, on average in the period 2000 - 2012, TTH accounted for 71.7% of international visitors to the region.
Region. This shows that TTH plays a very important role in attracting international visitors to the North Central Region in particular and the whole country in general.
Thanh Hoa 2.0%
Thua Thien Hue 71.7%
Nghe An
7.1% Ha Tinh
4.2%
Quang Binh 2.0%
Quang Tri 13.0%
Source: processed from [83]
Figure 3.2. Structure of international visitors to provinces in the North Central region, average period 2000 - 2012
Therefore, in the Master Plan for Tourism Development in the North Central Region to 2020, with a vision to 2030 [23], Hue is identified as the largest tourist center in the North Central Region with the orientation of building the main image and brand of the Region as Hue Ancient Capital Heritage Tourism; along with the development space of the region being Hue City and its vicinity with the orientation of developing heritage tourism and A Luoi is oriented to develop historical - revolutionary tourism. At the same time, with the tourist urban area - Hue City and a number of other national tourist areas and spots, it creates conditions for TTH to attract a large number of international and domestic visitors in the future.
3.1.2. Master plan for socio-economic development and tourism of Thua Thien Hue province
- Hue period 2013 - 2020, orientation to 2030
* In the master plan for socio-economic development of Thua Thien Hue province to 2020 [93], the development orientation of the tourism industry is determined to include: Sustainable development of the tourism industry to achieve economic, socio-cultural and environmental goals, making tourism truly a spearhead economic sector of the province. In terms of economy, gradually increase the proportion of tourism's contribution to GDP. In terms of culture and society, tourism development needs to be associated with the restoration and protection of cultural heritages, preservation and promotion of traditions and identities of Vietnamese culture and Hue culture, creating many jobs, contributing to improving and enhancing the quality of people's lives, ensuring social order and safety. In terms of environment, tourism development must be associated with the protection of sustainable ecological environment, restoration of natural resources, prevention of water and air pollution and prevention of over-exploitation of natural resources.
* According to the decision approving the master plan for tourism development in Thua Thien Hue province for the period 2013-2020, with a vision to 2030, the viewpoint is determined: "Developing Thua Thien Hue tourism quickly, sustainably, ensuring quality and competitiveness, closely linked to the preservation and promotion of cultural heritage values, especially the values of the Complex of Hue Monuments and Hue Royal Court Music; preserving the landscape, protecting the environment, creating breakthroughs with new development models, with a distinctive character with a comprehensive vision in regional, national and international linkages" [62].
With the goal of developing tourism into a spearhead economic sector, striving to make TTH a leading destination in the region by 2020; and by 2030, building TTH into a destination on par with world cultural heritage cities, the provincial tourism industry has set out the following development orientations:
- Tourism product development
+ Develop traditional tourism types, in which cultural tourism is the main type of tourism, a typical tourism product, focusing on exploiting cultural potential, especially tangible and intangible cultural values in Hue city, Huong Thuy and Huong Tra towns and districts.
Main products include: Sightseeing tourism of the DTLSVH, especially the values of the Complex of Hue Monuments, revolutionary relics, relics of President Ho Chi Minh, religious relics, beliefs, new cultural tourist areas; festival tourism; spiritual tourism; craft village tourism; culinary tourism; sightseeing and cultural tourism of ethnic minorities.
+ Develop innovative and distinctive tourism products, one of which is focusing on calling for investment and implementing key tourism projects: A Luoi Cultural Village - Ho Chi Minh Trail; implementing a cruise project on the Huong River associated with Ca Hue; restoring traditional craft villages and linking spiritual cultural spaces with tourism.
- Organizing tourist space
+ Focus on building Hue city into a national tourist city associated with the surrounding areas and the coastal strip to become a central tourist cluster.
+ Southern and Southeast regions: exploit the strengths of resort tourism and marine eco-tourism in Chan May, Canh Duong, Lang Co, Hai Van areas. Build
Build Lang Co - Canh Duong tourist area as a national key comprehensive tourist area, Bach Ma area as a national tourist destination.
+ Developing the area along Ho Chi Minh road, A Luoi district.
Thus, the viewpoint and orientation of tourism development in the Master Plan for Tourism Development in Hue City to 2030 mainly focuses on exploiting humanistic tourism resources associated with cultural tourism, especially emphasizing the exploitation of the value of the Complex of Hue Monuments.
3.1.3. Achievements and limitations of the tourism industry in Thua Thien - Hue province
3.1.3.1. Achievements
a. Tourists and tourism revenue
- The number of tourists to TTH has increased sharply in recent years. In 2000, TTH welcomed 470 thousand tourists, by 2013, the total number of tourists increased ~3.8 times, reaching more than 1.7 million visitors.
Thousand times
1800
1600
889.3
1023
1400
874
1200
794
1000
800
391
500
790.8
748.1
600
275
436
612.5
400
195
272
260
200
0
2000
2002
2004
2006
2008
2010
2013
Year
International guests Domestic guests
Source: processed from [60]
Figure 3.3. Number of international and domestic visitors to TTH in the period 2000 - 2013
During the period 2000 - 2013, the number of tourists to TTH decreased significantly in 2003 and 2009, due to the negative impacts of the SARS epidemic and the global economic crisis. However, the number of tourists to TTH quickly recovered and in general, many outstanding achievements were achieved.
The growth in tourist arrivals to TTH reflects the strong appeal of local tourism resources, especially the unique cultural values of Hue. In addition, the above results are also due to the great efforts of the TTH tourism industry.
- The international tourist market to TTH is also increasingly diverse. Traditional markets in Western Europe (mainly France) and North America (mainly the US) have both seen an increase in the number of visitors to Hue, however, due to the rapid growth of new markets, the proportion of French and American visitors has decreased. For these markets, cultural tourism programs have great appeal. In addition, for American visitors, programs with historical aspects of Vietnam's war such as the Nine Tunnels relic site, war-related areas in A Luoi, etc. also have special appeal.
The remaining markets all have growth in the number of visitors to Hue, the most prominent of which is the Thai market. The average growth rate in the period 2003 - 2013 reached 44.5%/year and became an important source of international visitors for the TTH tourism industry, currently accounting for the highest rate of 17.5% (Table 3.1)
Nationality | Year 2000 | 2013 | Average visitor growth (2000-2013) | Average growth in customer structure (2000-2013) | ||
Hit visitors | Structure (%) | Hit Guest (Guest) | Structure (%) | |||
Older brother | 12,519 | 6.42 | 52,673 | 7.0 | 11.7% | 0.71% |
Virtue | 12,597 | 6.46 | 54,130 | 7.2 | 11.9% | 0.88% |
America | 11,388 | 5.84 | 41,035 | 5.5 | 10.4% | -0.47% |
Japan | 32,390 | 16.6 | 33,022 | 4.4 | 0.2% | -9.70% |
France | 54,581 | 28.0 | 105,235 | 14.1 | 5.2% | -5.15% |
Thailand | 2,704 (*) | 1.04 (*) | 130,943 | 17.5 | 44.5% (* *) | 36.84% (* *) |
Australia | 10,725 | 5.5 | 56,518 | 7.6 | 13.6% | 2.48% |
Other | 60,801 | 31.2 | 274533 | 36.7 | 12.3% | 1.26% |
Total | 195,000 | 100 | 748,089 | 100 | 10.9% | - |
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Table 3.1. Main international tourist markets to TTH in the period 2000 - 2013
(*) 2003 data; (**) Average growth 2003-2013 Source: processed from [60]
The reason for this remarkable growth is that there are many tourism programs focusing on exploiting this source of visitors through Lao Bao border gate in the form of Carnival through the East-West economic corridor. This is a very potential market for TTH tourism because it has many geographical advantages, cultural similarities, high spending capacity and is being focused on investment and exploitation with many tourism activities, promotion and advertising programs.
In general, the international tourist market in the period 2000 - 2013 faced some disadvantages but still grew strongly. In the future, in addition to maintaining the growth rate of traditional markets, the TTH tourism industry needs to continue to increase.
Expanding new markets in East Asia and Southeast Asia. These are markets that promise great potential for TTH tourism.
- TTH tourism revenue in the period 2000 - 2013 achieved an average growth rate of 21.7%, from 190 billion VND in 2000 to 2013 increased to 2,441 billion VND, 12.9 times higher (Figure 3.4). Social revenue from tourism in 2002 reached 700 billion, by 2013 this figure had increased to 6,100 billion VND. According to statistics of the General Department of Tourism [83], TTH is the leading locality in terms of revenue in the North Central region and is one of the 10 localities with the highest tourism revenue in the country in 2012.
The contribution of the tourism industry to the economic development of TTH province is increasingly large. In 1998, the budget revenue from tourism was 1.2 trillion VND; by 2010, it had increased 6.3 times, reaching 5.7 trillion VND. At the same time, the contribution of the tourism industry to the GDP of TTH province also increased from 5% in 2005 to 9.5% in 2012 (higher than the national average in 2012 of 5%).
b. Technical facilities
- Accommodation system
+ The number of accommodation establishments (CSLT) in TTH in the period 2000 - 2013 increased sharply from 80 establishments in 2000 to 526 establishments in 2013 (6.6 times higher) with an average growth rate in this period of 16% per year (see Figure 3.4). The number of rooms also increased rapidly from 2,291 rooms in 2000 to 9,925 rooms in 2013, with an average growth rate in the period 2000 - 2013 of 12% per year. As of 2012, TTH was among the top 10 localities in the country in terms of the number of CSLT [83].
+ In recent years, the quality of TTH's CSLT has improved significantly. Figure 3.4 shows that the number of hotels ranked in the period 2000 - 2013 increased very quickly, reaching an average rate of 17%/year, twice as fast as the average growth rate of the total number of hotels in the same period. Therefore, the proportion of ranked hotels increased from 20% in 2000 to 60% in 2013. In particular, the increasing number of high-end hotels ranked 4 to 5 stars has contributed to improving the quality of service and the image of TTH tourism.