Strengthening Tourism Promotion and Advertising; Focusing on Investing in Building Brands and Typical Tourism Products of Hai Phong:

3.4.1. Training human resources in the tourism industry

Recruiting and training tour guides, especially tour guides

A tour guide at historical sites in the true sense of the word is a tour guide who has a rich understanding of culture, history and a deep understanding of historical and cultural sites. Tour guides, more than anyone else, are the ones who most clearly represent the culture of their homeland and people. They must be equipped with adequate knowledge in the fields of fine arts, theater, history, architecture, customs, and religion. Tour guides need to be trained in a specialized direction to have extensive knowledge, serving the tourism consumption needs of people with different socio-psychological characteristics.

The difficulty in sightseeing tours to learn about historical and cultural relics is how to determine what is redundant and what is for sale "Because historical relics and cultural heritages are not considered goods for sale even though they are for sale". Crystallized in it is the entire cultural value - an immutable element. So the important point for tourists to understand

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value as well as the historical significance of those relics. Normally, visitors find it difficult to accept or cannot understand the abstract, complex explanations at historical and cultural relics, so a simple, concise way of expression is very necessary.

Most historical sites in Hai Phong have no legend.

point tour guide. Meanwhile, in other provinces, at historical sites, there are often point tour guides to guide and introduce. Therefore, it is necessary to quickly train

The team of tour guides at historical and revolutionary sites are skilled and passionate about serving the needs of tourists.

Promote training and improve the quality of staff working in the tourism industry in a synchronous manner from business managers, promoters, tour guides, waiters, room attendants, chefs... with specialized expertise, knowing foreign languages for communication, having a skillful manner; consolidate and strengthen the state management apparatus on tourism, select and send

Domestic and foreign training for qualified and experienced staff. Encourage

Encourage businesses to self-train and take advantage of national and international training funding sources.

Support tourism workforce training: Support training institutions to promote basic and applied scientific research, apply advanced technology to serve training tasks well. Coordinate and link to open training classes to have enough tour guides and interpreters who are good at their jobs, love their jobs, and have a deep understanding of history, culture, nature and society of the locality, country, region and the world. Develop attractive incentive mechanisms to find and attract talents to serve local tourism. Pay special attention to those who have been trained in tourism in countries with developed tourism.

3.4.2. Building mechanisms and policies:

- Urgently develop a strategy for Hai Phong tourism development. The direction of Hai Phong tourism development must focus on Cat Ba archipelago, reaching out to Ha Long Bay, pulling Ha Long into Cat Ba, focusing on Do Son peninsula, on established tourist routes, and at the same time developing entertainment, shopping, and culinary services to attract visitors from Hanoi and Quang Ninh ...

- Develop incentive mechanisms for tourism development, support infrastructure investment (roads,

electricity, clean water supply, wastewater drainage) to the project fence. Special priority is given to entertainment projects (large investment, long payback period), large-scale projects, adapting to the requirements of renovating and protecting resources and the environment.

- Have a mechanism to encourage the quality of tourism products through honoring leading tourism brands and trademarks.

State organization and management of tourism:

- Based on the Law on Tourism, review the criteria according to regulations to develop documents through the General Department of Tourism, the Ministry of Culture, Sports and Tourism to guide the Government in 2012 to decide on the establishment of Do Son Tourist Urban Area, Cat Ba National Tourist Area. From there, establish the Management Board of these tourist areas to unify the management and development of tourism activities in the area according to the development plan and operational requirements, avoid overlapping management functions of activities, and at the same time not clearly define responsibilities in all related issues during the tourist season. Can be seen

Consider assigning tasks and perfecting the organizational structure for management and tourist guide centers in Do Son and Cat Ba (existing) and improving operational efficiency without increasing the administrative apparatus and limiting additional career staff, while simultaneously applying management contracts.

- Urgently deploy the management of Lan Ha Bay, identify anchorage points and allow tourist boats to serve overnight guests on the bay, gradually replace the old fleet, develop a new fleet of tourist boats on the bay according to civilized, professional, safe and respectful standards for tourists. In conjunction with the issuance of entrance tickets, tour and route exploitation fees on the bay, avoid loss of budget revenue and create a source for the city to consider supporting annual funding for advertising and promotion, organizing tourism events at the tourist area or supplementing the source for reinvestment in infrastructure at the tourist area.

- Strengthen guidance, inspection, supervision, and rectification of activities such as: unhealthy entertainment, gambling, card-shuffling, fortune-telling, soliciting customers, selling products at inflated prices, raising room rates, street vending, begging, littering , etc. at festivals associated with tourism (Buffalo Fighting Festival, Opening of the tourist season

Do Son, Cat Ba, Nghe Temple Festival, Kenh Communal House, Voi Mountain ... ); direct the thorough implementation

to post prices at tourist service establishments; encourage and motivate the community to protect the environment; ensure ecological environment; preserve national cultural identity and local cultural characteristics; ensure political security; social order and safety, create an environment for polite and civilized communication and behavior.

- Promote the role of the City Steering Committee on tourism; Tourism Association to improve the effectiveness of management and inter-sectoral coordination. Direct and mobilize the development of branches under the Tourism Association to strengthen potential linkages, gather business systems, develop a strong business community in terms of quality such as Travel Branches, Hotel Branches, Tourist Transport Branches, Chefs Branches...

3.4.3 Strengthen tourism promotion and advertising; focus on investing in building brands and typical tourism products of Hai Phong:

Vietnam is a country that is not well known in the world, Vietnam's tourism industry is still young and newly developed, so cultural tourism in our country has not been developed yet.

is participated by many international tourists. Faced with that reality, the Vietnamese tourism industry

Vietnam in general and tourism companies need to promote widely and strongly in the international market about the image of the country and people of Vietnam. We must advertise correctly and well about those historical and cultural relics. Advertising in the cultural tourism business must become an inevitable activity, advertising and propaganda require large costs but we must see that these are necessary costs and advertising costs will be proportional to the profits earned.

Promote tourism promotion through mass media such as newspapers, radio, electronic information pages; through fairs, exhibitions, organizing highly professional events, tourism festivals,

festivals ... Strengthen consultation and exchange of experiences, methods of tourism development management, promotion and promotion methods with some provinces and cities in the country that are strong in tourism, especially focusing on actively participating in tourism development and exchange promotion activities within the framework of the tourism promotion organization of Asia - Pacific cities of which Hai Phong is a member.

Expand cooperation in training tourism human resources, especially tour guides and interpreters. Coordinate the organization of cultural and tourism events, tourism fairs and exhibitions in rotation in each locality.

Expand and fully develop bilateral and multilateral cooperation relationships to enhance promotion, advertising, attracting visitors, attracting investment, and enhancing the position and image of Hai Phong tourism in the country and the region.

- Develop and organize market research and investigate tourist information.

- Strengthening connections, cooperation, promoting and promoting to the market

abroad, focusing on traditional, key markets, and new markets with potential. Organize two surveys and researches on the domestic market and one on foreign markets each year.

- Overcome the seasonal nature of tourism, attract visitors with large-scale cultural and tourism events accompanied by promotional and stimulus programs, etc. Organize regular cultural and tourism events to create habits with domestic and international tourists. Research to reduce prices of tourism services in winter, and keep prices stable in summer.

- Organize to welcome famtrip, presstrip groups, organize promotions for major international events in Vietnam. Coordinate with airlines, broadcast promotional clips about programs and tourist routes on domestic and international flights.

- Building a brand for Hai Phong Tourism with an attractive logo and slogan for marketing in the upcoming development stage of the industry.

- Focus on markets such as China and Asia and need strong measures such as focusing highly on promotion and advertising programs.

- The state must do the promotion work, because this work is not only for business purposes and to propagate the image of the city and many other political, economic, social and cultural issues. The businesses that organize it do not have the scope, do not have the conditions, especially when contacting and exchanging internationally, they must be the face of the state agency. The state management agency for tourism guides the businesses. Businesses, represented by the Tourism Association and the state management agency for tourism, must coordinate closely, defining the roles of each party in organizing promotion programs.

3.4.4. Strengthening cooperation and linkage in tourism development:

Tourism development must be associated with expanding economic space and promoting international integration in many aspects. Strengthening cooperation in tourism development with localities in the Red River Delta and localities in the "two corridors,

Vietnam - China economic belt. Cooperate in building inter-regional tourism routes connecting Hai Phong with Hanoi, Quang Ninh and neighboring tourist destinations. Pay attention to cooperating with Chinese localities to organize tourism routes between the two countries, effectively exploiting the source of tourists from the Chinese market. Organize international tourism routes (by road, air and sea).

sea route) between localities of the two countries in the area of two corridors, one ring

economic belt; build a sea tourism route around the Gulf of Tonkin. Cooperate with ASEAN countries to form international tourism routes, cooperate to exploit tourist sources from Northeast Asian , European and American markets by sea. Cooperate to promote the opening of international flights from Hai Phong to localities

in the international region; promote domestic tourist market to create a source of corresponding tourists to improve the efficiency of flight routes.

Expand cooperation in training tourism human resources, especially tour guides and interpreters. Coordinate the organization of cultural and tourism events and fairs.

- rotating tourism exhibitions in each locality.

Expand and fully develop bilateral and multilateral cooperation relationships to enhance promotion and advertising, attract visitors, attract investment, and enhance the position and image of Hai Phong tourism in the country and the region.

3.4.5. Improve the effectiveness of state management in tourism activities.

Cooperation and association between functional agencies in tourism development will create favorable conditions for exploiting humanistic tourism products more effectively, with special attention paid to the association between localities with tourism resources and travel companies in building and developing humanistic tours, through which travel businesses can have an understanding of contents such as festival time, cultural events, content and implementation rituals... thereby surveying and evaluating the quality, efficiency, capacity and conditions of the tourism infrastructure system at tourist attractions to have a plan to build tours with time and programs suitable for different subjects.

Increase investment capital from the state budget and the city budget for the preservation and restoration of historical and cultural relics. To serve the preservation and restoration of relics requires a large source of funding, which is not enough to rely on the local budget and donations from the people.

There must be coordination on a social scale to build the image of Hai Phong. Faced with new requirements and conditions in the trend of increasingly deep and wide international economic integration, Hai Phong Tourism needs to build strong brands,

competitive in the region and internationally integrated.

Strengthen guidance, inspection, supervision, and rectification of negative activities such as: unhealthy entertainment, gambling, card-shuffling, fortune-telling, soliciting customers, selling products at inflated prices, raising room rates, street vending, begging, littering... at festivals associated with tourism (Buffalo Fighting Festival, Cat Ba, Festival

Nghe Temple, Kenh Temple, Voi Mountain...); direct the thorough implementation of price posting at

tourism service businesses; encourage and motivate the community to protect the environment; ensure ecological environment; preserve national cultural identity and local cultural characteristics; ensure political security; social order and safety, create an environment for polite and civilized communication and behavior.

Coordinate and link with neighboring regions (Thai Binh, Quang Ninh, Hanoi, Nam Dinh...) in expanding long-term inter-provincial tours, exchanging experiences, cooperating in developing city tourism in general and cultural tourism in particular with other provinces.

Organize seminars on folk culture, display and perform products of craft villages, and art forms at fairs, conferences, seminars, and major festivals to collect and get opinions from tourists.

Hai Phong can develop many different types of tourism such as: forest and sea ecotourism, sightseeing and research tourism, cultural tourism. However, Hai Phong currently only develops mainly sea ecotourism, while other types of tourism such as cultural tourism have not yet developed strongly. In order for other types of tourism to develop together and overcome seasonality in tourism, it is necessary to link these types of tourism together. Because each type of tourism often has its own characteristics.

Each tourism has its own characteristics and different seasons, such as cultural tourism often develops strongly in spring, while beach tourism develops strongly in summer, and research tourism can develop all year round.

To link cultural tourism with other types of tourism, many different measures are needed. First of all, there must be consensus and cooperation between the management agencies of different types of tourism, and there must be overall planning direction from the city's tourism industry.

3.4.6. Planning and mobilizing human resources for investment

- Complete the specific planning for tourism development in Cat Ba and Do Son. Focus on investing, upgrading and completing key infrastructure for tourism in Do Son and Cat Ba; build a local port specializing in tourism; continue to invest in developing and upgrading the waterway system for tourism routes from Hai Phong to Cat Ba; request relevant ministries and branches to upgrade Cat Bi airport to ensure international standards.

- Hai Phong has many mountains and a river system running from Thuy Nguyen through Kien An, An Lao, Kien Thuy, Do Son, creating many natural landscapes, but due to the lack of planning for exploitation and conservation, there is still a situation of spontaneous exploitation, destroying the landscape and ecological environment. The city resolutely directs the development of specific planning for areas where raw materials can be exploited and areas where landscapes and ecological environments must be preserved, contributing to protecting the city's tourism resources.

- Focus on investing in upgrading and completing the technical infrastructure of Cat Bi international airport and opening a short international flight route to Hai Phong. In the process of planning and building the Hai Phong international gateway port system, encourage socialization in the construction of a number of civilized and modern tourist wharfs of enterprises; carry out international cooperation to open cruise ship routes to Hai Phong. Continue to pay attention to investing in upgrading and completing a number of traffic routes to serve tourism development in the city, especially paying attention to the traffic route to Cat Ba tourist area. In implementing the opening of international flights and sea routes, the city needs to study and establish a specialized technical working group to undertake the work, including personnel from the leaders of the City People's Committee to representatives of a number of relevant agencies, departments and branches. That is a focal point of work with specific responsibilities assigned. Consider assigning this specific task to the City's International Economic Cooperation Board based on the functions and work programs of each relevant agency.

- Prioritize the development of spatial planning for hotel systems and direct projects to urban development areas, which need to meet the requirements of green space.

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