Restoring - Preserving Ethnic Culture in Da Lat

However, in recent years, due to the strong immigration of people from other localities along with the changes in modern social life, the valuable cultural features of Da Lat people are in danger of being gradually lost. Therefore, we need to take measures to protect those cultural features. Because people are the subjects of society, and in tourism, Da Lat people are the ones who will directly contact tourists every day, every hour in daily life.

3.4.6. Restoring and protecting the culture of ethnic people in Da Lat - Lam Dong

The culture of the Central Highlands ethnic groups in general and in Da Lat - Lam Dong in particular is a topic that many people in society are interested in learning about. Tourists coming to Da Lat - Lam Dong, in addition to sightseeing and relaxation, also have another purpose, especially for international tourists, which is to learn about the culture of ethnic minorities in Da Lat - Lam Dong. That is also one of the reasons for many tourists to travel.

However, the culture of ethnic minorities here is gradually being lost due to the trend of integration with the culture of other residents living in the province. Traditional festivals of ethnic minorities, long houses, communal houses are gradually being replaced by modern art performances, brick houses, tiled roofs. Thus, we are losing a valuable spiritual asset. The problem that needs to be solved is to improve the quality of life of ethnic minorities while still preserving the unique cultural features that have existed for a long time.

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To solve this problem, the authorities need to have policies to educate, train, and raise awareness of ethnic minorities, helping them to see the positive elements of social life, and at the same time showing them the traditional values in their culture, so that they truly appreciate and preserve those values.

In addition, it is necessary to coordinate the organization of traditional festivals of ethnic people such as gong festivals, buffalo stabbing festivals, or more simply, performing ethnic dances and music... at tourist areas with indigenous characteristics. Bringing indigenous people to live and work in local tourist areas and spots,

But we cannot let Kinh people disguise themselves as indigenous people to convey their cultural features. This will destroy the cultural features of Da Lat people and when tourists find out, they will feel deceived, which will do more harm than good.

Organize tourism programs, tours to learn about the material and spiritual life of ethnic minorities, tourism programs with daily activities such as living, eating, staying, working with indigenous people, to maintain and promote this culture.

3.4.7. Building a civilized urban environment

Currently, the image of Da Lat tourism is deteriorating due to the low level of urban civilization. Tourists coming to Da Lat are still disturbed by street children, beggars, and even encounter robberies and pickpockets. Vendors may be ready to curse a tourist if this tourist makes them upset. As a tourist city, Da Lat needs to overcome these problems so that visitors can comfortably enjoy their relaxing moments without being disturbed or dissatisfied with the bad actions they encounter when traveling in Da Lat. Authorities need to train vendors on how to behave with customers, create conditions for homeless children to have honest jobs, and make every person in Da Lat a representative of a civilized tourist city.

3.4.8. Balancing solutions between environmental conservation and urbanization

This is a necessary and urgent solution for the development of tourism in Da Lat - Lam Dong. Because the characteristics of Da Lat are a tourist city that mainly depends on natural conditions, terrain, and climate. Da Lat is a city with a clean environment, not much polluted, a cool climate similar to a temperate climate, a sloping terrain suitable for many types of temperate plants to grow, and lush nature. These are great conditions for the development of resort tourism. However, tourism development is inversely proportional to the goodness of the above factors, especially construction, which is the development of the accommodation industry. When construction develops too strongly, the level of concreting is too high, leading to an inevitable consequence:

The climate will no longer be as cool as before but will become much hotter due to urbanization, the “green area” will be narrowed, the landscape of Da Lat will no longer be as natural as before but will be replaced by high-rise buildings, and in fact, in the past 2-3 years, the climate of Da Lat has become much hotter, the fog and cold temperate climate are gradually disappearing.

The above factors will make the image of Da Lat tourism no longer as attractive as before, because at that time the unique features for tourism development will be lost, attracting tourists will no longer be possible. Because we cannot attract tourists to Da Lat only with high-rise buildings, modern rooms, and strong urbanization. These factors can be found by tourists in large centers such as the capital Hanoi, Ho Chi Minh City... these centers are much more developed in terms of urbanization than Da Lat, tourists do not need to come to Da Lat to find those things.

So the problem here is how to develop Da Lat city while still preserving a clean environment, cool climate, attracting tourists with poetic and lyrical nature.

To do this, we must not develop tourism - especially accommodation - in a modern, reinforced concrete direction, we cannot let the image of Da Lat be only high-rise buildings with modern designs. The development direction for accommodation should be in the direction of building resort centers, that is, reducing the number of pure accommodation facilities and building resorts, resort centers, then the design will not only be concrete blocks but the design of accommodation facilities will be associated with the construction of landscapes, trees, flowers, etc., making the environment fresh with cool green patches from these accommodation facilities.

Furthermore, it is necessary to identify and build for other accommodation establishments the real images of the flower city, the trees, flowers and leaves need to appear naturally, green and beautiful at hotels and motels, so that tourists coming to Da Lat no longer complain about going to the flower city but not being able to see flowers because the flowers are only in the city flower garden, or the flower city but seeing many fake flowers,... This requires

The attention and coordination of local departments and owners of accommodation establishments, hotels, streets, and nature need to have a common harmony.

3.4.9. Overcoming seasonality in tourism

Seasonality has a great impact and creates disadvantages for tourism business in general and thereby affects the efficiency of accommodation business in particular as we have analyzed in the theoretical basis section. Therefore, overcoming the adverse effects of seasonality in tourism will bring high efficiency in tourism business associated with accommodation business.

To overcome the negative impacts of seasonality on tourism in Da Lat - Lam Dong, we need to identify the main factors that form the seasonality in tourism in Da Lat - Lam Dong. The factor that has the strongest impact on the seasonality of tourism in Da Lat - Lam Dong is the climate factor (rainy season and dry season) in addition to other factors such as free time (summer vacation), customs and practices (holidays and Tet) ...

As for the seasonal factor, it is possible to organize large events during the rainy season, provided that the events take place indoors (as has been done in Southeast Asian countries during the rainy season), and that room rates are reduced.

Subjective factors are easier to overcome than objective factors. For example, if the number of tourists depends on festival factors, the number of tourists can be regulated by organizing large festivals during the low season to attract visitors during this time.

With the seasonality being dominated by the free time factor (summer vacation) of Vietnamese people from June to September, the number of tourists is quite high during this time, but during other times the number of tourists decreases significantly. To overcome this, we will rely on the difference in free time between different countries. That is, during the period when Vietnamese people do not have free time, we can focus on attracting international tourists from other countries with free time different from our country's free time. For example, attracting tourists from countries with winter vacations, they often go to tropical countries for winter vacations. To do this, it is necessary to focus on market research.

international tourist markets and invest heavily in advertising and marketing tourism to those countries.

3.5. Recommendations

3.5.1. For the Ministry of Culture - Sports - Tourism

It is necessary to focus on investing in and diversifying tourism products and types of tourism to create strong attraction for both international and domestic tourists, creating a source of visitors for tourism in general and thereby creating a number of visitors for the accommodation industry in particular. It is necessary to promote advertising, promotion and tourism promotion in countries around the world and at the same time, it is necessary to have an adequate budget to invest in tourism marketing. The State and the Ministry of Culture - Sports - Tourism need to build a suitable national development strategy, with clear orientation and solid steps for each development stage to enhance the competitiveness and attractiveness of tourism in the country. The Ministry should propose that the Government study and improve administrative procedures, entry and exit, customs procedures, creating open, comfortable and convenient conditions for tourists when traveling.

3.5.2. For Lam Dong Department of Culture - Sports - Tourism

Lam Dong Department of Culture - Sports - Tourism together with local authorities need to clearly define the tourism development direction of Da Lat as developing resort tourism, from which to propose directions for the industry's activities according to this direction. Regularly monitor the number of visitors to Da Lat - Lam Dong every month, every quarter, every year, analyze the composition and number of visitors to then propose a general business direction for the entire industry. Have measures to manage, monitor business activities, check the quality of service of accommodation establishments. Open training courses on professional skills and communication for those working in the tourism industry in general and the accommodation business in particular.

3.6. Summary:

Based on the difficulties and limitations mentioned in the current situation in chapter 2, the author gives some specific directions and solutions in each field such as: Attracting investment sources and effective investment in product development;

Building high-quality human resources; Focusing on trading high-quality tourism products; Protecting the culture of Da Lat people, building a civilized urban environment; Balancing environmental preservation and urbanization; Overcoming seasonality in tourism...

The difficulties and limitations of Da Lat – Lam Dong tourism are also the difficulties and limitations of most other localities in tourism development. Therefore, it is necessary to coordinate more closely between localities in each specific direction in sustainable tourism development of the country.

CONCLUDE

Nowadays, due to the increasing social demand, tourism has become a necessary need, like spiritual food in people's daily life. This is a great opportunity for the development of Vietnam's tourism industry.

In recent years, our country's tourism industry has received great attention from the Party, the State, and the Ministry of Culture - Sports - Tourism, creating all favorable conditions for the development of the industry, aiming to develop tourism into a key economic sector of the country.

The development of tourism has a great impact on the development of other economic sectors such as: Transportation, production, shopping, entertainment, food and beverage... Besides, the development of tourism has a great impact on the accommodation industry, because this is also the factor that affects the development of tourism and has a great impact on the economic resources of the country.

Accommodation business is one of the aspects of tourism business, and for tourism to truly develop into a key economic sector of the country, the accommodation business needs to be given due attention.

I chose the topic "Some solutions to promote tourism business activities in Da Lat - Lam Dong" with the desire to contribute my knowledge and the development of Da Lat - Lam Dong tourism industry in particular and the country in general. However, in my topic, I still have many limitations so it is not really complete, I really hope to receive contributions and help from teachers, brothers and sisters and friends so that my topic can be completed and applied to practice.

With the achievements in the past time, we hope that the tourism service industry of Da Lat city - Lam Dong will increasingly develop and go further, contributing to making tourism a key economic sector of the country in the future.

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