Tourism Development Orientation of Thua Thien Hue in the Future

Rich entertainment services; Shopping for many favorite goods; Knowledgeable tour guides, good foreign language skills; Enthusiastic, honest restaurant, hotel, and destination staff; Available related services Mean value is between 1.81 and

2.60 so it can be said that these variables have an influence on tourist satisfaction.

Roads, convenient means of transport; Honest street vendors and cyclo drivers have Mean values ranging from 2.61 to 3.40, so it can be said that these variables have little or no influence on tourist satisfaction.

2.2.7 ANOVA analysis

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After the scale has been processed, the author continues to conduct a one-factor variance analysis to test whether there is a difference in one factor such as: gender, occupation, trip purpose, means of transport and type of trip affecting the level of customer satisfaction or not.

The analysis results show (Appendix 7)

- Regarding gender: this result shows whether the variance of satisfaction is equal or different between men and women. The Sig. value of Levene statistic = 0.268, so with 95% confidence, the hypothesis Ho: "Equal variance" is accepted and the hypothesis H1: "Different variance" is rejected. And therefore, the results of ANOVA analysis can be used.

The analysis results with Sig. value = 0.429 > 0.05, thus we accept the hypothesis Ho: "Equal means". With the observation data, there are not enough conditions to confirm that there is a difference between men and women in the level of satisfaction of tourists to Hue.

- Regarding age: the result of the homoscedasticity test has a value of Sig. = 0.007

< 0.05 means that the null hypothesis Ho: 'Equal variances' is rejected so the value of the ANOVA test is not meaningful.

- Regarding occupation: the result of homogenous variance test has Sig. value = 0.058

> 0.05, ANOVA test has Sig. value = 0.583. So it is not enough to confirm that there is a difference in satisfaction between groups of different ages.

- Regarding the purpose of the trip: homogenous variance results Sig. = 0.348 and ANOVA

= 0.312. Therefore, the research data is not sufficient to confirm that there is a difference in satisfaction between groups with different travel purposes.

- Regarding means of transport during the trip: the homogenous variance result has a value of Sig. = 0.178 > 0.05, accepting the hypothesis H1: "Different variances" or there is no difference in variance. The ANOVA result gives a value of Sig. = 0.396, so it cannot be confirmed that there is a difference in the level of satisfaction between groups with different means of transport during the trip.

CHAPTER III

SOLUTIONS TO IMPROVE DOMESTIC TOURIST SATISFACTION IN THUA THIEN HUE

3.1 Tourism development orientation of Thua Thien Hue in the future

3.1.1 Development views and goals

Development perspective

Tourism development must be associated with the preservation, conservation and development of traditional cultural values of the nation and locality while avoiding negative impacts on the environment and urban landscape. Synchronously develop various types of services, diversify different types associated with the development of infrastructure, accommodation facilities, and road traffic to create a new face for provincial tourism, so that tourism becomes a key economic sector of the province.

Development goals

The development of tourism in Thua Thien Hue must aim at the following goals:

- Preserve and constantly search to introduce to tourists a typical tourism product of Hue, a unique culture.

- Contribute to enriching the spiritual and material life of the people of the Ancient Capital.

- Implement the motto "the state and the people work together" in preserving, embellishing and promoting the value of historical relics and scenic spots, especially the Imperial Citadel Relic Complex; strongly socialize tourism and service activities, have good and more open policies and mechanisms so that all classes of people can contribute their intelligence, responsibility and efforts to the tourism industry.

- Bring economic benefits to the locality through exploiting tourism services, actively developing tourism activities, special types of services, especially night services, regularly organizing annual festivals with typical characteristics, worthy of Hue being the Festival city, a typical tourist city of Vietnam.

3.1.2 Orientation for tourism development in Thua Thien Hue

Assess the situation

2015 is the year that Thua Thien Hue tourism industry achieved many encouraging results, many impressive activities took place, especially this year when Ca Hue

recognized as a national intangible cultural heritage, contributing to affirming the value of a musical art form imbued with Hue's cultural identity. At the same time, this year, the collection of Nguyen's bronze cauldron, Nguyen Dynasty throne, Nguyen Dynasty's ceremonial dress, Khiem Cung Ky stele, Van Trach Hoa altar were recognized as 5 national treasures in addition to the previously recognized treasures such as the Nine Tripods, Nine Divine Cannons, and the Great Bell of Thien Mu Pagoda.

With the current development trend, international integration with the development of the national economy will have a positive impact, creating conditions for us to open up the possibility of cooperation, exploit potentials, strengths and comparative advantages, take advantage of external resources to maximize internal strength to promote tourism as well as other economic sectors to develop, striving to turn Hue into a city directly under the Central Government. After a series of events that had a significant impact on tourism activities as well as other economic sectors, the tourism industry has overcome and brought many improvements to the tourism industry of the province, specifically in 2015: Thua Thien Hue tourism surpassed the threshold of 3 million visitors with over 3.125 million, an increase of 13.08% over the same period, of which international visitors reached over 1 million, domestic visitors reached over 2.1 million. The number of visitors reached nearly 1.8 million, exceeding tourism revenue by VND3,000 billion, up 2.15% over the same period. Service tourism contributed 55.3% to the province's GRDP.

Goals to strive for

- General objective: Raise awareness of the role, position and prospects of local tourism development for all levels of sectors and the whole society, on that basis, promote internal strength, take advantage of the support of the Central Government, international cooperation, effectively exploit advantages in natural conditions, ecology, cultural and historical traditions, create momentum for strong and sustainable development of Thua Thien Hue tourism; Focus on developing Thua Thien Hue tourism quickly and sustainably, ensuring quality and competitiveness, striving to make Thua Thien Hue a leading destination in the region by 2020 and build Thua Thien Hue into a destination on par with world cultural heritage cities by 2030. To complete the objectives, it is necessary to achieve specific goals:

- Specific goals: Strive to achieve the following targets

+ In 2016, strive to welcome from 3.1 to 3.3 million visitors, of which international visitors will reach from 1.2 to 1.3 million, overnight guests will reach from 2 to 2.2 million; tourism revenue will increase from 15

– 18%.

+ Orientation from 2015 onwards, tourism services contribute to local GDP over 50%, by 2020 reach 52-53%, by 2030 over 55% contribute to GDP affirming Hue as one of the national tourist destinations, tourism services are the key factor in local development.

+ By 2020 and 2030 orientation: tourists to Thua Thien Hue in 2020 will attract more than 5.1 million visitors, of which international visitors will reach over 2 million; In 2025, it will attract more than 8.8 million visitors, of which international visitors will reach 3.2 million; and in 2030, it will attract more than 12 million international visitors, of which international visitors will reach 5 million. In addition, the tourism industry strives to have 22,600 rooms to serve guests staying in Hue by 2020; 38,100 rooms by 2025 and 61,400 rooms by 2030, with an average tourism growth rate of 11% in the period 2015 - 2030; The average spending of tourists in accommodation establishments in 2020 is estimated to reach more than 1.2 million VND/day for international visitors and 0.66 million VND/day for domestic visitors. In 2025, it is estimated to reach more than 1.4 million VND/day for international visitors, 0.83 million VND/day for domestic visitors, and in 2030, it is estimated to reach over 1.7 million VND/day for international visitors and 1.0 million VND/day for domestic visitors.

+ The GDP growth rate of the tourism service industry in the period of 2015 - 2030 reaches from 5.5 to 5.7%, higher than the GDP growth rate of the province to gradually increase the GDP proportion of the tourism industry in the province's GDP from 11.7% in 2015 to 17.2% in 2030.

In 2015, the province has promoted joint ventures and associations, actively attracting domestic and foreign capital sources to implement tourism development projects. Some major projects have been put into operation such as the community tourism development project at Thanh Toan covered bridge, the project to upgrade the iconic cyclo service of Thua Thien Hue tourism which is very popular, or the project considered quite special and attractive is to build a tourism product associated with rain, accordingly, visitors will be able to participate in suitable sightseeing tours, associated with enjoying Hue's landscape on rainy days by means such as cyclo, bicycle, dragon boat... In addition, there are also some eco-tourism projects such as the Dragon Boat tourism system on Ngu Ha river, Lap An Eco-village, High-class urban area in the middle of rice fields at Dam Cau Hai, developing resort tourism such as in Lang Co - Chan May or Canh Duong. Especially in 2015 Hue

successfully organized the Traditional Craft Festival, creating a good impression and helping to promote Thua Thien Hue to many regions in and outside the country.

Thus, with the orientation of developing tourism into a spearhead economic sector, the province has introduced many policies and regulations to support and provide incentives in terms of land, capital, taxes, and calling for investment sources. First of all, it is necessary to promote planning, make detailed plans for key tourist sites and areas, and adjust the overall tourism development plan to suit the actual situation. In addition to encouraging businesses to build infrastructure, the province will support businesses in creating new tourism products, investing in entertainment and recreation; promoting the construction of grassroots cultural life to preserve traditional cultural values, creating a favorable social environment for tourism development. Human resource training and building a team of tourism professionals with professional qualifications and skills will be strengthened. The work of propaganda, promotion, introduction of potential, investment opportunities, and cooperation of Thua Thien Hue tourism in the markets has been promoted through the application of modern information technology and the creation of tourism propaganda publications, and the organization of cultural, tourism, and sports events at fairs, exhibitions, and conferences.

3.2 Some suggestions for tourism in Thua Thien Hue

The above research results show the level of satisfaction of tourists when coming to Hue, and at the same time, know the 2 groups of factors affecting the satisfaction of domestic tourists when traveling in Hue.

Based on those results and opinions and information collected from tourists during the field investigation, the author makes some recommendations as follows:

3.2.1 Proposed group for Natural and Social Environment.

Protecting tourism resources, tourism environment, especially the landscape surrounding historical relics and riverside systems in the inner city area is a solution to improve tourism quality and attract tourists to Hue in the coming time.

- Currently, the encroachment of historical relics is still happening, especially destroying and changing the surrounding landscape of historical relics. Local authorities need to have policies to protect natural tourism resources, as well as man-made resources left by previous generations, to protect the pristine natural landscape of places such as Bach Ma mountain, lagoon landscape, tourist areas.

Ecological tourism, coastal systems... For historical relics such as the Complex of Ancient Capital Monuments, the system of tombs and temples, restoration of degraded relics and restoration of their original state are required, while at the same time there are protection policies to prevent them from being damaged by human factors.

- Environmental protection, landscape protection, ensuring the safety of the tourism environment as well as ensuring food hygiene and safety, safety in the living environment need to be regularly disseminated to local people and households doing business in tourism products to ensure the current regulations and standards on protecting the safety of the tourism environment in the province.

- Management levels regularly organize inspections, assessments and classifications of the level of danger and environmental degradation at tourist sites that have been and are being exploited for tourism. At the same time, people must coordinate with local authorities to promptly report to the authorities and management levels on locations where the environment shows signs of deterioration, or where there are factors that negatively impact the natural environment and natural landscape at the locations.

- The Provincial Government needs to pay more attention to the policy of exploiting and developing natural tourism resources combined with sightseeing, relaxation and discovery. Expand more forms of tourism products about relics as well as new products to serve tourists so that tourists can learn and explore; diversify and enrich the tourism products of the Province.

- Build a dialogue information channel, look up tourism issues of the province to ensure that information always reaches tourists and tourists can respond to their opinions and questions about current tourist destinations and products. It is necessary to complete the system of maps and guides at tourist destinations, as well as on important routes today to not only serve tourists but also support the promotion and advertising of Hue tourism to everyone.

- Build a system of bus stations, boat docks and public toilets for tourists that are safe, clean and beautiful with a scale and area that can anticipate the development of Thua Thien Hue in the coming time.

- Need to invest, build new, upgrade and expand accommodation infrastructure to serve the needs of guests and the needs of local tourism development. Prioritize capital investment to

Expand the scale of accommodation facilities, tourist areas, especially eco-tourism areas in lagoon and coastal areas such as Tam Giang, Cau Hai, Canh Duong, Lang Co... especially build large-scale entertainment areas to meet the needs and number of visitors in the future.

- Accommodation facilities need to upgrade the quality of modern, convenient rooms for visitors to rest comfortably; ensure cleanliness in the accommodation area to increase visitor satisfaction and attract visitors to return next time. There needs to be a more enthusiastic and thoughtful attitude towards serving customers, especially in the form of restaurant, food and entertainment services.

3.2.2 Proposed Group for Services and People

The group of products, services and people is the group that many researchers have mentioned, experts and tourism managers are very interested in, people working in tourism dream, tourists have expectations, all want to have the best products and services possible, have the best people serving in the tourism industry. To achieve those expectations and wishes, the provincial tourism needs to:

- Exploit and promote tourism services.

+ Cultural tourism: as the capital of Vietnam under the Nguyen Dynasty, the cultural heritage values here both converge the characteristics and quintessence of national culture, and demonstrate the attractive uniqueness of a cultural region. Along with that, the complex of relics of the Ancient Capital is a world cultural heritage, Hue is the only one in the country that still preserves the traditional music form of Hue royal court music, a masterpiece of cultural heritage and oral tradition of humanity, so Hue has full potential to develop cultural tourism.

+ Sea tourism: The basis for proposing this type of tourism is based on the natural resources that Thua Thien Hue currently has, which are beautiful and famous beaches and bays, including Lang Co Beach, one of the most beautiful beaches in the world. In addition, there is a river system, brackish water lagoons with wild and mysterious beauty, which are one of the advantages for developing sea tourism, eco-tourism and additional services.

+ Develop new tourism services: the survival philosophy of tourism is "Strange" (Assoc. Prof. Dr. Nguyen Manh Hung). Therefore, with tourism services and products put into operation for a long time, there needs to be innovation and addition so that tourism does not become boring. From the existing tourism potentials and resources to develop more types of tourism

new, transforming the characteristics of the province to research tourism such as tourism in the rain, exploring Hue in the rain is planned to be included in the coming time, or tourism on the Huong River, along the rivers in the inner city today, especially aiming at spiritual tourism, spiritual festivals such as the Hon Chen Temple Festival, the annual Buddha Procession. At the same time, combine and build tours linking tourist destinations with many forms of experience to bring new feelings to visitors.

- Souvenir shopping service: this is a very necessary service, this service is completely abandoned in Hue, many tourists coming to Hue do not know where to buy souvenirs, some tourists commented that Hue has a lot of products but they do not know what to buy besides sesame candy, sour shrimp, Hue conical hats, not really interested in this field; meanwhile, revenue from this field accounts for the largest proportion in countries with developed tourism, tourist cities. To implement this service, the state and provincial authorities need to have a plan to open craft villages, especially typical products, open centers, areas specializing in these products to have specific locations for tourists to shop, learn every time they come to Hue.

- Food service: this service has a significant impact on the satisfaction of tourists in Hue.

+ It is necessary to further develop local culinary products, with many diverse and rich dishes to give tourists many choices.

+ The local government and people should have a price stabilization policy, post prices at business establishments, and strictly handle the current situation of price gouging and selling at incorrect prices at tourist establishments so that tourists can feel more secure when shopping and using services.

+ It is worth mentioning that the current form of street vending at tourist destinations in Hue is very common and has become a problem that cannot be completely resolved, thereby creating the need to attract customers, compete with each other to sell, causing unnecessary situations between sellers and sellers, buyers and sellers, so the local government has measures to eliminate this situation, avoiding losing the beauty of Hue tourism image. In addition, restaurants serving local cuisine need to be built in terms of scale, quantity and quality to be able to serve all subjects when traveling to Hue.

+ Local authorities actively monitor and inspect food and beverage businesses regarding food hygiene and safety. At the same time, there are

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