limiting the attractiveness of destinations. Therefore, tourist destinations need to create differences, so that tourists come to many destinations of the province.
In addition, the province needs to organize the annual Vinh Long tourism festival to attract tourists and promote the tourism image of Vinh Long province. At the tourism festival, destinations can promote their destinations to tourists.
5.2.3 Policy Implications for Tourism Climate
Strengthen supervision of mandatory regulations on environmental impact assessment reports for all socio-economic development investment projects and research to supplement and gradually improve environmental protection policy mechanisms, such as:
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+ Priority policy for tourism investment projects with feasible and specific solutions to minimize the impact of tourism activities on the environment, bringing direct benefits to the community and long-term benefits to the whole society;
+ Policy to encourage the development of research and application of tourism technology in the field of environmental protection;
+ Exploit and use resources rationally, ensure sustainable tourism development, encourage research and application of clean technologies, reuse waste in tourism service establishments; Propose policies to encourage and support the development of environmentally responsible tourism types, especially garden ecotourism.
Propaganda and education to raise awareness of environmental protection: strengthen the organization of environmentally friendly social activities; strengthen the organization of environmental training courses for managers and tourism businesses; At the same time, have a training strategy to have a team of managers, technical and professional staff with high qualifications and understanding of environmental issues, the relationship between the environment and socio-economic development, tourism laws as well as policies and regulations of the State on environmental protection. It is necessary to improve the community's life and create jobs for people associated with tourism development activities, this will be a factor.
ensure that people actively participate in protecting tourism resources and protecting the regional environment.
5.2.4 Policy Implications for Reasonable Costs
Tourist destinations in Vinh Long province need to develop a price scale for entertainment activities. By referring to the prices of similar destinations that have developed in the Mekong Delta such as Tien Giang, Can Tho, Ben Tre and calculating costs to determine the prices of tourist services of the destination that are reasonable and commensurate with the services provided.
The Department of Culture - Sports - Tourism of Vinh Long province needs to establish an inspection board, regularly check the services of tourist destinations, and promptly handle cases where services are provided at prices that are not commensurate with tourists.
5.2.5 Policy Implications on Tourism Resources
It is necessary to enhance awareness of authorities at all levels, economic sectors of the community, tourism development management entities, heritage and resource management entities about the requirements for protecting, restoring and developing tourism resources.
Research, evaluate, build and preserve the tourism resource system in the province, including both natural and human resources; organize regular observation and monitoring of changes to find solutions to protect, limit and overcome incidents caused by natural impacts and human activities.
Besides, it is necessary to diversify, improve the quality and develop new tourism products on the basis of preserving and promoting heritage and natural tourism resources, scenic spots according to the types of eco-tourism and cultural tourism.
There needs to be a consistent and comprehensive awareness in preserving and promoting the value of resources, heritage in general and tourism in particular. There needs to be multi-sectoral and inter-regional coordination in planning, investment in tourism development and other economic sectors with the task of preserving and promoting the value of heritage and tourism resources in line with the province's orientation.
Tourism organizations need to determine the current state of exploitation, have plans to protect heritage and tourism activities of visitors at heritage sites, and local people must also participate in planning to protect heritage, further promoting the role of the people in preserving and promoting the value of relics.
In addition, there needs to be a synchronous investment in the relic from architectural and interior renovation to landscape embellishment, installation of lighting systems, fire and theft prevention, renovation of the walkway system in and around the relic, construction of tourism management areas. Strengthening propaganda, introduction, increasing the attractiveness of the relic to attract more visitors, organizing cultural activities towards brand development.
Finally, it is necessary to strengthen the training of human resources for the conservation and promotion of relic values, including management teams, relic research teams, architects, construction engineers, technicians, craftsmen, artisans, people working in the protection of relics at the grassroots level,... and there should be strict sanctions to handle phenomena of infringement of cultural heritage values.
5.2.6 Policy implications on promoting Vinh province's tourism brand
Long
It is necessary to promote the tourism brand of Vinh Long province through
Media such as books, newspapers, magazines and television, etc. The author proposes specific solutions regarding media and promotion channels as follows:
5.2.6.1 Advertising
* Newspapers, magazines
- Advertising scope: local, nationwide, neighboring areas;
- Promotional content:
+ Launch writing contests about Vinh Long with the theme of rivers and water attracting many famous writers at home and abroad. At the same time, organize the publication of the above works in many domestic books, newspapers and magazines;
+ Write articles promoting Vinh Long tourism and introduce beautiful images of Vinh Long tourism in travel magazines.
* Television
- Advertising scope: local, national, local cable TV;
- Promotional content: Create documentary films introducing Vinh Long tourism with appropriate duration and frequency of broadcast.
* Radio
- Advertising scope: local area, school area;
- Promotional content: implement attractive Vinh Long tourism content such as cuisine, tourism programs to inspire tourists' imagination;
- Outdoor media: signs, posters, buses...
- Advertising scope: public places: airports, bus stations, train stations, along national highways, hotels, stalls, road stops...
- Promotional content:
+ Build and rent large billboards and electronic billboards to introduce and promote Vinh Long tourism image;
+ Invest in building advertising models that feature the culture of the river region or signs to identify the Vinh Long tourism brand to increase the ability to distinguish the image of Vinh Long tourism;
+ Build and expand the network of tourist information counters to provide publications, brochures, postcards, CDs, and images of Vinh Long tourism at airports such as Noi Bai, Tan Son Nhat, Da Nang, Phu Bai, Can Tho, etc. to introduce tourists with necessary information about Vinh Long tourism.
+ At train stations and international land border gates, depending on specific conditions, shelves are arranged to display tourism promotional publications to provide free of charge to tourists;
+ The State supports the investment costs for building tourist information counters or tourism businesses, the Department of Culture - Sports - Tourism contributes costs and invests funds to maintain the operation of tourist information counters.
* Brochures, postcards, CDs, DCDs
- Advertising scope: direct mail, placed at administrative departments of large companies, tourist offices, local hotels, universities/colleges; bus stations, train stations, libraries and community centers, etc.
- Promotional content:
+ Invest more budget in improving the quality and diversifying the types of publications, brochures, postcards, CDs with content introducing local tourism products;
+ Invest in publications in multiple languages suitable for both domestic and foreign markets;
+ Regularly organize and participate in specialized tourism fairs to promote publications, brochures, postcards, and CDs of Vinh Long tourism images to tourists.
5.6.2.2 Public relations
* Media information brochure
- Advertising scope: tourism marketers
- Promotional content:
+ Invest in building printed brands specifically for communication purposes.
Long;
+ Analyze media information about culture, cuisine and tourism in Vinh.
* Press release
- Advertising scope: newspapers, travel agencies
- Promotional content:
+ Organize many tours for the press and representatives of the
travel agency to make a press release with positive comments about the tourism program, festival to help promote the image of Vinh Long tourism;
+ Must maintain relationships with local press and television/radio reporters.
* Speech
- Advertising scope: fairs, exhibitions;
- Promotion content: regularly organize delegations to participate in fairs, exhibitions and hold press conferences to introduce Vinh Long tourism to tourists.
* Sponsorship program
- Advertising scope: cycling races, concerts, competitions...
- Promotional content:
+ Must choose appropriate sponsorship programs with audiences that match the target market, programs that attract positive attention from the audience, and are consistent with other marketing activities to reflect and reinforce the brand image;
+ Design optimal sponsorship program;
+ Must evaluate sponsorship results.
5.2.6.3 Promotion of tourism activities
* Gifts; promotions
- Advertising scope: tourists: domestic, international;
- Promotional content:
+ Linking tourism organizations together to price tourism services in Vinh Long to create reasonable prices for customers;
+ Tourism businesses increase effective sales promotion activities.
fruit;
+ Design Vinh Long tourism logo as gift for tourists.
* Direct marketing: direct mail, e-mail, direct marketing and
promotion
- Advertising scope: tourists: domestic, international
- Promotional content:
+ Tourism businesses: travel agencies, hotels... must establish contact information between tourists and businesses to convey advertising messages via mail or phone;
+ Organize and train staff to perform customer transactions.
5.2.6.4 Fairs and exhibitions
- Advertising scope: tourism industry
- Promotional content:
+ Tourism businesses and organizations need to actively organize and participate in specialized fairs and exhibitions;
+ Businesses and tourism organizations need to collect complete information about fairs and exhibitions in order to have a promotional strategy to attract visitors during the fair;
+ Prepare full professional marketing documents: catalogs, brochures...;
+ Personnel must have adequate language skills, technical knowledge, communication skills and relationship building;
+ Pay attention to booth construction and decoration to ensure it is attractive, creative, creates highlights, and creates a unique, outstanding feature;
+ Follow up with prospective visitors;
+ Enterprises need to pay attention to post-fair and exhibition activities not only to determine the results but also to consolidate and expand the results obtained in the fair such as evaluating the results, maintaining relationships with customers and partners: sending sales letters, providing additional information, inviting customers to the company, and fulfilling the promises the enterprise made to customers during the fair and exhibition.
5.2.6.5 Internet
* Website Development
- Advertising scope: tourists: domestic, international
- Promotional content:
+ Businesses should invest in websites introducing tourism products, with links to websites with large traffic;
+ Improve the quality of interfaces with modern effects and attractive images;
+ Announce website address and interface on advertising publications;
+ Provide valuable and useful tourist information for visitors when coming to Vinh Long;
+ Organize Q&A sessions to attract viewers.
5.3 Some limitations of the topic and future research directions
Besides the contributions to pointing out the factors affecting the tourism brand building of Vinh Long province, this study also has certain limitations as follows:
Firstly: The research model has an adjusted R2 of 0.707, which means that 70.7% of the variation in Vinh Long province's tourism branding is explained by the variation of components such as: (1) Facilities and accessibility, (2) Destination attractiveness, (3) Tourism atmosphere, (4) Reasonable cost, (5) Tourism resources. Thus, a large proportion of the variation in Vinh Long province's tourism branding is not explained by the variation of these components and there are still many factors that need to be mentioned in the model, this is also a further research direction for the following topic.
Second: Due to limitations in time, budget, human resources, support tools,... the study was conducted through the convenience sampling method to survey and collect analytical data, so not many tourists were collected. The sampling scope was tourists at tourist destinations in Vinh Long province, so the sampling was not highly representative. The sampling was conducted using a non-probability method (Convenience sampling method) with a small sample size (229 tourists), so subjective assessments of the survey groups could skew the research results. Therefore, further research can be conducted with a larger sample size to increase the generalizability of the research.