From the study of the current situation of exploiting Hue singing performances on the Perfume River, it can be seen that Hue singing services on the Perfume River are not attractive to tourists. Therefore, more efforts are needed in serving customers enjoying Hue singing services, in order to bring tourists a feeling of satisfaction at the highest level. Based on the research process, from the actual trends to better meet the needs of tourists coming to Hue singing services on the Perfume River, we would like to propose some of the following solutions:
3.4.1. Solutions for market demand research
The development of Hue singing services on the Perfume River has been of interest to authorities at all levels, therefore it is necessary to conduct market demand research to grasp and best meet the needs of customers and attract tourists. In fact, the research on tourist demand for Hue singing services on the Perfume River has not been done.
To do a good job of market demand research, it is necessary to carry out a number of issues.
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Proposing Some Measures to Preserve and Develop Hue Singing Art
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Service providers, especially Hue singing performance management and organization centers, need to pay attention to collecting primary information through visitor surveys to study and grasp the needs of visitors enjoying Hue singing on the Perfume River or solicit, analyze, and evaluate the opinions of visitors to promptly resolve visitors' complaints, improve the content and program for Hue singing services on the Perfume River, ensuring that the service always has innovations, creates differences, and at the same time maintains the characteristics of this traditional form. Forecasting the number of visitors to prepare well for providing the best service for visitors enjoying Hue singing on the Perfume River is also an important requirement to improve the service quality of this type of tourism.
3.4.2. Solutions to enhance promotion and provide information to tourists about Hue singing services on the Perfume River
To be able to exploit this product still requires a lot of effort for promotion. Promoting and advertising the product will make the public understand information about the product and especially the cultural values it contains widely. This will create the desire to learn, explore and enjoy, which is the foundation of the emergence of tourism needs.
Ca Hue on the Perfume River is currently the only entertainment service operating at night on the Perfume River, this is a typical tourism product of Hue. However, the attraction of tourists to this type of service is not high compared to the number of visitors to Hue because the propaganda and promotion work is not taken seriously, there is almost no form of promotion from
direct and indirect management units of Hue singing services. The service is only introduced by intermediary units in a sketchy way through package tours including Hue singing services on the Perfume River.
According to the report of the Department of Culture, Sports and Tourism of Thua Thien - Hue, the number of international tourists coming to the Hue singing service on the Perfume River compared to the number of international visitors to Hue is very low, ranging from 0.6% - 0.9%. Besides, international visitors often only enjoy Hue singing at hotels and restaurants. As for domestic visitors, they know about this service through word of mouth, friends, relatives and some others know from the hotel staff where they stay. Therefore, to bring Hue singing service to tourists, it is necessary to:
Focus on providing information to tourists through many means. It can be seen that tourists to Hue today do not pay attention to finding information about this service through leaflets and brochures, because there is no direct management unit promoting this service. Therefore, the Hue Singing Performance Management and Organization Center needs to coordinate with the tourism industry to be able to create brochures, leaflets, and publications introducing the Hue Singing service on the Perfume River. After that, it is necessary to provide leaflets and brochures introducing the Hue Singing service on the Perfume River directly at hotels, restaurants, train stations, airports, and ports to attract more visitors to this service in the future.
It is an easily recognizable fact that most travel agencies advertise this service to customers by designing package tours that include Hue singing. Travel agencies are not only intermediaries that link products and act as a bridge to bring products to tourists, but these agencies also promote this art form through their activities. This is a very effective form of advertising because the target market of this service is mainly domestic tourists traveling in groups. Therefore, the Hue singing performance management and organization center needs to create close relationships with travel companies, travel agents, and hotels to create a stable source of customers for this service. To create a sustainable and effective relationship with these agencies, the Hue singing performance management and organization center needs to have appropriate policies to stimulate the activities of travel agencies through incentives on price policies.
The Internet is a very popular and fast-updating medium. To bring Hue singing on the Perfume River to international tourists and friends around the world, it is necessary to build a website to promote and introduce the Hue singing service on the Perfume River, and post articles introducing the Hue singing service on the Perfume River on domestic and foreign tourism websites.
3.4.3. Solutions to improve facilities for Hue singing performances
Technical facilities are one of the important factors in the production and business process, it is the factor that ensures the production and service activities are carried out.
Currently, Hue singing on the Perfume River is not attractive to tourists, partly because the boats serving Hue singing are not beautifully decorated. The boats are decorated garishly without any pattern, each boat owner decorates in a different way, causing a lack of uniformity, the amenities inside the boat are too old, and the sanitary equipment serving tourists is not guaranteed. In order to better serve tourists enjoying Hue singing on the Perfume River in the future, the following issues need to be implemented:
Specify the boat decoration, the sanitary facilities inside the boat, the performance area on the boat and the stairs to get on and off the boat according to a certain standard for easy management.
Build a fleet of high-quality boats, ensuring aesthetic and artistic factors. Have a plan to gradually replace tourist boats that are not of good quality, have bad designs, and make a lot of noise. Build new boats in the traditional "long thuyen" or "quan thuyen" model to diversify the types of boats serving Hue singing performances on the Huong River to attract visitors. Building new boats according to the model requires a budget of 150 million VND for single boats, about 400 million VND for double boats.
Research to replace the type of lighting suitable for the space of Hue singing performances on the Perfume River, should not use neon lights as it is now. Replace the plastic chairs on the boat with lightweight wooden chairs to ensure aesthetics and safety for tourists. The boat should be equipped with a fan system to serve customers when the weather is too hot.
For the Toa Kham boat dock area and No. 05 Le Loi, attention should be paid to the following issues:
Subject:
Regularly clean the dock every day, clear and trim grass to ensure the dock is clean and clear.
At Toa Kham boat station, the waiting area for tourists will be rearranged into areas such as: waiting area for tourists, area for preparing costumes for actors and musicians before the show, souvenir shop area, CD and DVD selling area, refreshment selling area. Currently, tourists often sit on stone benches along the Huong River bank waiting to get on the boat to enjoy Hue folk songs. To serve tourists better, the management board of the tourist boat station also needs to equip
Add more seats for guests in the waiting room. In addition, the Tourist Boat Station Management Board should designate separate paths for guests going up and down the boat to enjoy Hue folk songs to ensure safety and avoid traffic jams.
3.4.4. Solutions for improving performance program content
Tourists enjoying Hue folk songs on the Perfume River include many different groups, diverse in age, so there are many different assessments. In order for Hue folk songs to forever be an indispensable part of the people of Hue and for tourists every time they visit Hue, more than anyone else, the Center for Management and Performance Organization needs to carry out the following contents:
First: Research and understand the needs of tourists to improve and build many suitable programs. According to the opinions of Hue cultural researchers and journalists, we should build an "Ancient Hue Singing Program". The Ancient Hue Singing Program is a special program including Hue songs: Tuong Tu Khuc, Nam Ai, Nam Binh, Tu Dai Canh..., performed by excellent artists for artists, cultural researchers, Hue culture and tourists who want to learn about ancient Hue singing.
For this program, instead of sitting on plastic chairs or mats, you should use pillows with a small tea tray, a plate of ginger jam or lotus seed jam depending on the season. This program not only honors Hue songs and Hue cultural identity, but is also an effective cultural business method.
According to the opinions of many tourists aged 21-30, it is advisable to create a Hue singing program that includes songs about Hue. Hue singing on the Perfume River is a "variant" form of Hue chamber singing. Therefore, if compared with Section 3, Article 6 on content and performance program in the decision of the People's Committee of Thua Thien Hue province dated July 11, 2002 on promulgating regulations on Hue singing performance activities in Thua Thien Hue province, it is stipulated as follows: "...the main part of the program must be Hue singing melodies; a part of the program can introduce some folk melodies, poetry recitals, and folk songs...". With this provision, it is possible to include folk melodies, poetry recitals, and folk songs, so it is possible to include songs about Hue. Based on the opinions of tourists and the decision of the provincial people's committee, it is thought that the performance organizer should build this program, specifically in addition to the official mandatory Hue songs, it can be combined with some songs about Hue with melodies based on Hue songs that suit the needs of tourists.
International visitors commented that, due to language differences, they only appreciate Hue songs through the melodies but do not understand the content of the Hue songs performed by the actors.
Therefore, it is necessary to build a program specifically for international guests, in which Hue folk songs are performed with a cheerful nature and more solo performances than lyrics.
These programs are sold at different prices, customers can enjoy the program according to the level of the program they like to buy.
Second: Develop an introduction about the origin of Ca Hue and standard Hue songs for each performance program to be used uniformly for Hue singing groups on the Perfume River. This introduction is translated into many languages to serve tourist groups.
Third: There should be a 30-minute gap between two performances so that the actors and musicians can prepare better for the second performance. Only then can the situation of actors
- musician running shows.
Fourth: The flower lantern release on the Perfume River should be reorganized by having actors hand out lanterns to each tourist so that they can release the lanterns in rows one by one to ensure the safety of tourists and increase the attractiveness.
3.4.5. Solutions to improve the quality of actors, train MCs and enhance the capacity of boat owners
Recently, the functional departments and agencies of Hue city and Thua Thien Hue province have taken many measures to rectify the situation of Hue singing performances on the Perfume River. Thanks to that, the quality of service and most of the inconveniences for tourists when enjoying Hue singing on the Perfume River have been overcome. To further improve the service for this service, it is necessary to:
Training a team of actors and musicians in many forms to meet the increasing demand of tourists for enjoying Hue folk songs: organizing training and retraining classes at the provincial School of Culture and Arts to supplement the force of actors to overcome the current shortage of actors during peak season.
The Hue Singing Performance Management and Organization Center needs to coordinate with the Department of Culture and Sports to conduct annual assessment and re-evaluation of the quality of actors to temporarily remove their practice cards.
Every year, the Hue Singing Performance Management and Organization Center coordinates with the Department of Culture, Sports and Tourism of Thua Thien Hue province to train Hue Singing MCs about Hue culture, the origin of Hue Singing, Hue songs and musical instruments used in Hue Singing performances, and encourages MCs to improve their foreign language skills to
Can introduce the origin of Hue singing and the musical instruments used to perform to foreign tourists without the need for an interpreter.
The Department of Culture, Sports and Tourism of Thua Thien Hue province needs to coordinate with the Center for Management and Organization of Hue Singing Performances to organize training courses on tourist psychology, behavioral culture and communication skills so that they are aware of their position and role in tourism development in general and Hue Singing services on the Perfume River in particular.
3.4.6. Solutions for organizing and managing Hue singing services on the Huong River
Unlike the production and business sector, the production and consumption of tourism products take place simultaneously, creating service quality is only one side of quality management. Therefore, how to ensure service quality is always a difficult and complicated task that requires a long-term and persistent process to create the most perfect quality. In July 2008, the People's Committee of Thua Thien-Hue province issued the "Project to improve the quality of Hue singing on the Perfume River". The project includes six prohibitions including:
* Shortening the duration and changing the program content affects the quality of Hue singing on the Perfume River.
* Selling illegal tapes and discs when participating in Hue singing performances on the Perfume River.
* Taking advantage of Hue singing activities on the Perfume River damages ethics, lifestyle, and reduces the artistic value of Hue singing.
* Raising livestock and poultry and arranging accommodation and living on Hue fishing boats.
* Erasing, editing, buying, selling, exchanging and transferring Hue singing performance licenses, certificates of organizing Hue singing performance services on the Perfume River.
* Compete for customers, combine customers in any form.
The above adjustments are very timely for the current bustling situation of Ca Hue on the Perfume River, but those proposals only stop at the orientation level. According to the author, to properly manage the Ca Hue service on the Perfume River, the main responsibility belongs to the center for managing and organizing the performance of Ca Hue. In the immediate future, the Center needs to:
- Develop more detailed regulations on the operation of Hue singing services on the Huong River to have sufficient basis to regulate behaviors that negatively affect Hue singing services on the Huong River.
- Provide guidance on the implementation of these regulations for actors, musicians and those participating in Hue singing service business activities on the Perfume River.
- Develop a process to check and evaluate the performance quality of actors and musicians.
- Check and supervise actors and musicians in the following ways:
+ Reissue all professional cards for actors and musicians, with the name of the unit, photo and name of the actor, card number... on the card; some regulations are written on the back. When practicing, actors are required to wear the card. Guests have the right to see the actor's card number to be able to report when necessary.
+ When guests register to enjoy Hue singing, they will be given a program sheet that fully shows the songs that will be performed, and the operator is primarily responsible for the performance program for guests to follow. In addition, a section on the program sheet can be set aside to provide guests with additional information about Hue singing. Through this program sheet, guests can check the quality of the performance themselves. In case arbitrary changes by the actors or the program operator affect the quality of the performance, guests can immediately write in the comments section reserved for visitors on the program sheet and report it to the Management and Organization Center immediately after the performance. Through the direct supervision of guests, the center will make timely adjustments to the actors and program operators. With this form of management, the actors will be managed through the program operator and the program operator is responsible to the Hue singing performance management and organization center. Actors, musicians, and program directors will receive money for performing here. Only then will the government not lose tax revenue from Hue singing services on the Perfume River.
Clubs should hold monthly club meetings to gain professional experience. Club leaders should record
Violations of actors and musicians are reminded and reprimanded during club activities. These activities help actors and musicians improve their performance career.
The Hue Singing Performance Management and Organization Center needs to publicly list the prices of performances, which will limit the problem of intermediaries "stealing" money from tourists.
For the Hue singing service on the Perfume River, which is a typical service due to excessive socialization, management and quality control are very difficult, and there are many suppliers participating in the operation of this service. Currently, there are two units directly managing the operation of the Hue singing service on the Perfume River. The first unit is the Hue singing performance management and organization center, which manages the program content, actors, and prices of the Hue singing service. All performances must go through this center. The second unit is the Tourist Boat Wharf Management Board, which manages the boat teams participating in the Hue singing performance service on the Perfume River. Such management is certainly not effective, will not ensure service quality and will monopolize prices. Therefore, it is necessary to establish companies specializing in organizing, managing and performing Hue singing, managing boats, people, and advertising services to be able to compete to bring tourists the best service. These companies may be managed by the Department of Culture, Sports and Tourism.
3.5. Some recommendations and proposals
To effectively implement solutions to improve the quality of Hue singing services on the Perfume River, based on the research results, we boldly propose the following issues:
3.5.1. For the People's Committee of Thua Thien Hue Province
- Propose that the Provincial People's Committee strictly direct the policy of rectifying and strictly handling subjects who do not comply with the issued regulations on Hue singing services on the Huong River, only allow units with sufficient conditions and reputation to do business in this type, and put an end to the situation of arbitrary imitation.