high level of tour guide team. In addition, the coordination with typical craft villages to introduce and sell unique souvenir products of the homeland.
3.2.2. Promote propaganda, promotion and raise public awareness of cultural tourism.
3.2.2.1 Promote propaganda and promotion activities :
Propaganda and promotion is one of the most important competitive measures to expand the market. "Tourism propaganda is an information system that tourism operators conduct to expand the source of tourists and increase tourist spending."
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Tourism Organization and Promotion Work Still Has Many Limitations:
Tourism products are intangible, so propaganda and promotion activities are always specific. The products that the tourism industry trades are different from general goods, they are special goods. It is impossible to exhibit, display, introduce samples so that buyers can see with their own eyes, even test and bargain for themselves, but only through propaganda, using various forms of media to introduce themselves. If there is a display, it is only a part of the product image through exhibitions, television, videos... tourists can only choose the product through propaganda. Therefore, tourism promotion and advertising becomes the only way to connect sellers with buyers. It must highlight the unique characteristics of the tourism products of that country or locality so that tourists can see what is new and attractive, thereby deciding to spend on the product. Because of such importance, in the coming time, the Department of Tourism needs to develop a specific plan, promote and advertise in all forms, promote the functions and tasks of the tourism promotion center with the aim of raising awareness of tourism, introducing the potential, environment, investment opportunities of Bac Ninh tourism and promoting some local tourism products.
- Use printed products: pictures, photos, tourist maps, travel guides, shopping guides, notebooks, magazines, brochures, newspapers... especially large advertising billboards placed at traffic hubs. Printed products need to provide information.
valuable, avoid flowery words, information needs to be specific, typical of the product's unique value, highly reliable, thereby creating prestige in the eyes of tourists, especially international visitors.
- Advertisement: posted on mass media including newspapers, television, radio, opening local websites through information technology, or provincial newspapers through signing, cooperation in tourism development, with images and explanations to stimulate tourists' senses.
- Organize or participate in tourism fairs: at the fairs, tourism operators will present and introduce tourism products including pictures.
, videos, national cultural colors through art activities, fashion shows... bring immediate results.
- Invite foreign travel agencies and foreign journalists to visit: the form of inviting foreign agencies to introduce to them tourism products, tourism routes, infrastructure... so that they can personally experience the quality of service, making them want to organize groups to travel. Invite foreign journalists so that when they return home, they will promote and attract foreign visitors to attend. It is possible to take advantage of the source of international students studying abroad to promote their own land.
- Through domestic and foreign representative offices, through expanding major festivals or organizing tourism events
In addition to diversifying forms, it is necessary to pay attention to propaganda content:
- For local people: it is necessary to make people understand the role and position of tourism in the economic development of the province, the potential of tourism in Bac Ninh.
-For tourists: introduce historical traditions, cultural traditions, typical cultural values such as Quan Ho, traditional craft villages, historical and revolutionary cultural relics, customs, festivals, tourism services, beautiful landscapes or tourism development policies and mechanisms of the country.
essence…helps tourists have a comprehensive view of tourism products in Bac Ninh with unique features that other places do not have.
3.3.2.2. Raising people's awareness of tourism, an advantage of Bac Ninh . For tourism to truly become a key economic sector of the province, there must be solutions to improve the efficiency of this smokeless industry. Solutions to raise community awareness are also very important. Only by understanding tourism can one work on tourism. Propaganda and promotion work once again plays a positive role in helping people understand the basic and comprehensive aspects of tourism such as the position, role, importance of tourism, the potential and advantages of tourism for the economic development of the province, especially cultural tourism, so that the community has a new perspective and at the same time enhances its responsibility for innovation and development of tourism.
.Propagate to managers to understand the necessity of preserving and restoring heritage, avoiding over-exploitation and lack of understanding of heritage.
, education to raise people's awareness so that people, together with the state and businesses, can participate in tourism activities because more than anyone else, local people are the companions of heritage, understand heritage better than anyone else, and at the same time have specific economic policies to help people recognize the value of heritage for the local economy. From there, there is a mechanism to encourage people to participate in exploiting heritage in a cultural way, creating a close connection between tourism and culture.
3.2.3. Restoring historical and cultural relics, festivals, developing craft villages to serve tourism
Bac Ninh has many tourism resources, but in recent years, these resources have only been exploited in their natural state, and investment in exploitation has not really received attention. To gradually turn cultural factors into tourism factors, there needs to be a close combination between the cultural and tourism sectors. It is necessary to carefully study each heritage, its relationship in the cultural life of the locality, in the space that exists around the heritage as well as the relationship with other heritages.
other assets, from which to have measures to protect and exploit heritage in the most reasonable and effective way.
Promote propaganda and mobilization work on heritage so that people can participate in implementing regulations of international organizations, laws of Vietnam and localities on the conservation and restoration of heritage, avoiding damage and deterioration of heritage. Through mechanisms, policies, and guidelines of Party committees at all levels, local authorities, and socio-political organizations, through means of propaganda, promotion, and widespread mobilization of all classes of people, launching the movement "living with heritage" or online programs, television games about the history of a heritage or bringing extracurricular learning programs on heritage into schools. State agencies need to have timely reward policies for individuals and organizations with achievements in protecting heritage, and at the same time strictly handle cases of violations and damage to heritage.
Strictly implement regulations on heritage conservation and development such as "Convention on the protection of world cultural and natural heritage", "Nare document on preserving the originality of heritage during restoration", "Law on cultural tourism", and heritage management regulations of Bac Ninh province.
Specific solutions:
- For historical relics: it is necessary to eliminate external invasive factors that deform the relic, restore lost or deformed elements, retain as much of the original elements of the relic as possible, and avoid breaking its historical structure. The Law on Cultural Heritage stipulates that "The preservation, renovation and restoration of relics... must ensure maximum preservation of the original elements of the relic. It is necessary to prioritize capital for restoration, rehabilitation or upgrading of relics according to planned tourist routes according to international standards.
- Festivals serving tourism: continue to expand festivals to preserve and enhance national cultural identity, create conditions for the tourism industry to exploit, develop tourism business, and at the same time enhance the image of indigenous culture to attract tourists to Bac Ninh. Specifically, the expansion of festivals needs to focus on
big festivals such as Do Temple Festival, Dau Festival, Lim Festival. In addition to the content of traditional festivals, it is necessary to add some tourism-related content to innovate and enrich the content of festivals such as: enhancing the introduction of the historical significance of the festival through local intellectuals and elders or issuing leaflets, brochures or combining the organization of exhibitions and fairs at the same time. The organization and management of festivals must be carefully considered, with specific tasks and responsibilities assigned. The ceremony and festival should be managed and organized by local authorities. Because in folk festivals, the spiritual purpose is the original purpose. Since ancient times, the people, not anyone else, are the owners of those spiritual activities in the festival. Therefore, in order to preserve the spiritual purpose, local authorities must be given the right to organize. The Department of Culture, Sports and Tourism of Bac Ninh province coordinates and recommends that all levels and sectors strengthen state management of festivals: providing guidance and inspection from the preparation stage to the organization of festivals. Festivals must establish an Organizing Committee, assign tasks to each member of the Organizing Committee, and at the same time prepare well the content and conditions to ensure absolute safety for people, property, traffic safety and order, environmental sanitation and fire prevention measures... Typical festivals such as Lim Festival, Dau Pagoda, But Thap Pagoda, Do Temple, Phat Tich Pagoda, Vua Ba Temple... must be approved and directly directed by competent authorities. The Department of Culture, Sports and Tourism advises competent agencies to study and restore typical and unique festivals, paying attention to: festival organizers do not interfere too deeply in the content and script of traditional festivals; study and add contemporary elements to traditional festivals but do not break the structure and model of traditional festivals; Pay special attention to the issue of tourists in traditional festivals; overcome the widespread organization of festivals and simple commercialization. Implement socialization along with inspection and correction to manage festivals well, because festivals are held in large spaces with many people; the government (according to the management hierarchy) must directly direct the management of festivals, not push or avoid the management of festivals. On the other hand, in order for festivals to attract tourists, it is necessary to develop
Festival services such as food, entertainment, accommodation, at the festival, organize booths similar to the local market booths, selling traditional local products such as cakes, handicrafts (Dong Ho paintings, Do paper, pottery). Vendors at the festival must be local people or people from surrounding villages in the province. Thus, the profits from selling goods to festival attendees belong to the people, only then will people actively participate in tourism business activities. Regarding food and beverage at the festival: it is possible to organize a bidding to select a travel agency to do business, research, and provide ancient dishes for diners. Food hygiene and safety issues: build mobile toilets in festival areas, ensure environmental hygiene, security, and safety for visitors, plan parking for visitors, predict the number of visitors to the festival to organize the distribution of visitors in a reasonable and orderly manner. The above solutions aim to practically contribute to preserving and promoting the value of traditional festivals, building cultural life and civilized lifestyle, meeting people's needs. However, it is necessary to ensure that services are orderly, disciplined and healthy.
- Speed up planning to build some traditional craft villages
. . In which, continue to complete the planning of the system of craft villages serving tourism and promote investment to complete synchronization to form each craft village as a destination. In which, priority is given to renovating and building new technical infrastructure for craft villages associated with the new rural culture program, focusing on the traffic system in each craft village... The investment process takes into account the suitability of the system for the natural landscape of the craft villages to attract tourists. At the same time, it is necessary to build a separate brand for each craft village to serve both business and tourism promotion.
Improve the activities of craft villages associated with tourism activities. Select some craft villages that are attracting visitors to orient investment in tourism services, form galleries (or craft village museums), information stations and tourist guides. Prioritize investment in cultural and sports facilities to maintain
Maintain and enhance cultural and religious activities in craft villages to serve visitors. Actively promote cultural tourism to each household to gradually promote community tourism activities in craft villages, aiming at craft villages themselves organizing and operating tourism activities. Continue to invest capital from the national target program to restore and embellish relics associated with the history of craft villages. Restore traditional cultural values such as customs and practices unique to each craft village, for example: the custom of choosing the time to light the kiln in Dai Bai village, or the custom of celebrating Tet on the 30th of January. Or the custom of lighting the kiln in Phu Lang pottery village, the custom of presenting the profession on the 2nd day of the Lunar New Year in Dai Mao village. Restore and maintain forms of cultural activities such as the Tuong troupe of Dong Ky and Da Hoi craft villages, Quan Ho singing in Noi Due, Lung Giang, Tam Khe, etc.
Strengthening the propaganda and promotion of craft village tourism such as organizing participation in domestic and international exhibitions and tourism fairs. Introducing detailed information about craft village products in magazines, mass media, books, newspapers and publications that tourists are often interested in following. Strengthening the display and introduction of products in large cities and towns where many tourists gather. These display shops can combine the introduction of legends and anecdotes about the founders and craftsmen with the experience of crystallizing the wisdom and cultural beauty of craft villages.
Focus on training and fostering tourism skills to form an on-site tourism team in two directions: forming a team to manage and operate tourism activities in craft villages; mobilizing the community in craft villages to participate in tourism activities. In particular, priority is given to honoring artisans and encouraging these artisans to directly guide tourists to participate in the process of guiding product production for tourists.
Diversify craft village products, focus on producing items with artistic value, suitable for tourists' tastes. Most tourists when traveling rarely buy products with large size and weight. They often tend to buy medium and small products, unique, eye-catching, with artistic value to make souvenirs.
souvenirs or gifts for relatives. Craft villages need to understand and grasp this need of tourists to create suitable products. For some craft villages, when tourists visit the production facilities, they can be guided to make some simple products themselves. Tourists often learn about the production process, how to do it and especially like to make a product by themselves, even a very simple one, under the guidance of artisans or workers here. Then the experiences that tourists have will be more valuable and have a strong impression of the trip. It will also create a difference, a unique highlight of the tour.
Link and build close relationships with tourism companies in the province and other localities to build products, regularly update information and have a stable source of customers. Travel businesses need to coordinate with state management agencies to organize well-organized tours to craft villages so that through tourists, they can promote products by word of mouth from one person to another.
In the current context, developing craft village tourism needs to be focused on and directed uniformly from the central to local levels to create a new breakthrough for craft village tourism .
3.2.4. Preparing human resources for cultural tourism development
Cultural tourism requires the importance of, and the enhancement of, human resource training. Service quality depends largely on the quality of human resources. Tourists come from all over the world, from all ethnic groups with different languages, customs, identities, and travel motivations. Therefore, tourism services cannot follow a rigid and fixed pattern, and cannot apply services to one type of customer to another, but need to have diversity and a professional, flexible style in the service process.