3.1.3.2 Average spending and days of stay
Regarding the number of days guests stay: Both international and domestic guests stay at Bac Ninh hotels relatively short, on average only about 0.9 - 1.4 days. The main reason here is that Bac Ninh is relatively close to Hanoi, Hai Phong, Quang Ninh, in which the conditions for traveling to these localities are quite favorable, so the number of guests traveling from Hanoi often only visit historical sites during the day.
Regarding expenditure: According to statistics, tourism revenue of Bac Ninh province has increased continuously, from 81.5 billion VND in 2010 to 144 billion VND in 2014, an average increase of 15.29%/year, in which the revenue growth rate of domestic visitors is 11.74%/year, while the revenue growth rate of international visitors is faster with an average of 21.73%/year in the period 2010 - 2014, this is an open direction that Bac Ninh needs to promote more strongly. In terms of revenue structure, revenue from domestic visitors is still the majority, in 2010 it accounted for 67.37%, increasing to 59.44% in 2014, international visitors in 2010 accounted for 32.63% of total revenue, then increased to 40.56% in 2014.
3.1.3.3 Tourism revenue
Statistics show that tourism revenue of Bac Ninh province in the period 2011-2015 had an average growth rate of 21%/year. By economic sector, the revenue of accommodation establishments and revenue of travel agencies were 21.08% and 20% respectively. More importantly, in terms of tourism revenue structure, accommodation establishments contributed to over 95% of the province's tourism revenue. This shows that tourism activities, tourism activities and services of Bac Ninh province still have many limitations, if not to say they are weak. It is necessary to pay close attention to this figure to have timely development directions in the coming time.
Table 3.4: Tourism revenue of Bac Ninh province in the period 2011 - 2015
3.1.4 Survey results on tourism activities of visitors to Bac Ninh province
The survey of tourists on tourism activities in Bac Ninh province was conducted by the author on 200 tourists who have visited the locality in the recent past. The aim is to evaluate the local tourism business activities based on the choices, habits, and travel behaviors of tourists. In addition, it also seeks to learn more about the satisfaction or needs that tourists want to be met in the future. The survey has brought about the following results:
Total number of ballots issued: 200 ballots Total number of ballots collected: 200 ballots
Total number of invalid votes: 0 votes Total number of valid votes: 200 votes
Question 1: Tourist attractions in Bac Ninh
A. Do Temple 124 | B. Lim Festival 158 | C. Kinh Temple King Duong 51 | D. Buddhist Temple Product 96 |
E. Quan Ho Village 132 | F. Temple of the Lady Warehouse 104 | G. Van ancient village Ninh 23 | H. Tranh Village Dong Ho 47 |
Question 2: Time of year to travel | |||
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Identify Rating Levels and Rating Scales
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of the islanders. Therefore, this indicator will be divided into two sub-indicators:
a1. Natural tourism attractiveness a2. Cultural tourism attractiveness
b. Tourist capacity
The two island communes in Quan Lan have different capacities to receive tourists. Minh Chau Commune is home to many standard hotels and resorts, attracting high-income domestic and international tourists. Meanwhile, Quan Lan Commune has many motels mainly built and operated by local people, so the scale and quality are not high, and will be suitable for ordinary tourists such as students.
c. Time of exploitation of Quan Lan Island Commune:
Quan Lan tourism is seasonal due to weather and climate conditions and festivals only take place on certain days of the year, specifically in spring. In Quan Lan commune, the period from April to June and from September to November is considered the best time to visit Quan Lan because the cultural tourism activities are mainly associated with festivals taking place during this time.
Minh Chau island commune:
Tourism exploitation time is all year round, because this is a place with a number of tourist attractions with diverse ecosystems such as Bai Tu Long National Park Research Center, Tram forest, Turtle Laying Beach, so besides coming to the beach for tourism and vacation in the summer, Minh Chau will attract research groups to come for tourism combined with research at other times of the year.
d. Sustainability
The sustainability of ecotourism sites in Quan Lan and Minh Chau communes depends on the sensitivity of the ecosystems to climate changes.
landscape. In general, these tourist destinations have a fairly high level of sustainability, because they are natural ecosystems, planned and protected. However, if a large number of tourists gather at certain times, it can exceed the carrying capacity and affect the sustainability of the environment (polluted beaches, damaged trees, animals moving away from their habitats, etc.), then the sustainability of the above ecosystems (natural ecosystems, human ecosystems) will also be affected and become less sustainable.
e. Location and accessibility
Both island communes have ports to take tourists to visit from Van Don wharf:
- Quan Lan – Van Don traffic route:
Phuc Thinh – Viet Anh high-speed boat and Quang Minh high-speed boat, depart at 8am and 2pm from Van Don to Quan Lan, and at 7am and 1pm from Quan Lan to Van Don. There are also wooden boats departing at 7am and 1pm.
- Van Don - Minh Chau traffic route:
Chung Huong high-speed train, Minh Chau train, morning 7:30 and afternoon 13:30 from Van Don to Minh Chau, morning 6:30 and afternoon 13:00 from Minh Chau to Van Don.
f. Infrastructure
Despite receiving investment attention, the issue of infrastructure and technical facilities for tourism on Quan Lan Island is still an issue that needs to be resolved because it has a direct impact on the implementation of ecotourism activities. The minimum conditions for serving tourists such as accommodation, electricity, water, communication, especially medical services, and security work need to be given top priority. Ecotourism spots in Minh Chau commune are assessed to have better infrastructure and technical facilities for tourism because there are quite complete and synchronous conditions for serving tourists, meeting many needs of domestic and foreign tourists.
3.2.1.4. Determine assessment levels and assessment scales
Corresponding to the levels of each criterion, the index is the score of those levels in the order of 4, 3, 2, 1 decreasing according to the standard of each level: very attractive (4), attractive (3), average (2), less attractive (1).
3.2.1.5. Determining the coefficients of the criteria
For the assessment of DLST in the two communes of Quan Lan and Minh Chau islands, the students added evaluation coefficients to show the importance of the criteria and indicators as follows:
Coefficient 3 with criteria: Attractiveness, Exploitation time. These are the 2 most important criteria for attracting tourists to tourism in general and eco-tourism in particular, so they have the highest coefficient.
Coefficient 2 with criteria: Capacity, Infrastructure, Location and accessibility . Because the assessment area is an island commune of Van Don district, the above criteria are selected by the author with appropriate coefficients at the average level.
Coefficient 1 with criteria: Sustainability. Quan Lan has natural and human-made ecotourism sites, with high biodiversity and little impact from local human factors. Most of the ecotourism sites are still wild, so they are highly sustainable.
3.2.1.6. Results of DLST assessment on Quan Lan island
a. Assessment of the potential for natural tourism development
For Minh Chau commune:
+ Natural tourism attractiveness is determined to be very attractive (4 points) and the most important coefficient (coefficient 3), so the score of the Attractiveness criterion is 4 x 3 = 12.
+ Capacity is determined as average (2 points) and the coefficient is quite important (coefficient 2), then the score of Capacity criterion is 2 x 2 = 4.
+ Exploitation time is long (4 points), the most important coefficient (coefficient 3) so the score of the Exploitation time criterion is 4 x 3 = 12.
+ Sustainability is determined as sustainable (4 points), the important coefficient is the average coefficient (coefficient 1), so the score of the Sustainability criterion is 4 x 1 = 4 points
+ Location and accessibility are determined to be quite favorable (2 points), the coefficient is quite important (coefficient 2), the criterion score is 2 x 2 = 4 points.
+ Infrastructure is assessed as good (3 points), the coefficient is quite important (coefficient 2), then the score of the Infrastructure criterion is 3 x 2 = 6 points.
The total score for evaluating DLST in Minh Chau commune according to 6 evaluation criteria is determined as: 12 + 4 + 12 + 4 + 4 + 6 = 42 points
Similar assessment for Quan Lan commune, we have the following table:
Table 3.3: Assessment of the potential for natural ecotourism development in Quan Lan and Minh Chau communes
Attractiveness of self-tourismof course
Capacity
Mining time
Sustainability
Location and accessibility
Infrastructure
Result
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
CommuneMinh Chau
12
12
4
8
12
12
4
4
4
8
6
8
42/52
Quan CommuneLan
6
12
6
8
9
12
4
4
4
8
4
8
33/52
b. Assessment of the potential for humanistic tourism development
For Quan Lan commune:
+ The attractiveness of human tourism is determined to be very attractive (4 points) and the most important coefficient (coefficient 3), so the score of the Attractiveness criterion is 4 x 3 = 12.
+ Capacity is determined to be large (3 points) and the coefficient is quite important (coefficient 2), then the score of the Capacity criterion is 3 x 2 = 6.
+ Mining time is average (3 points), the most important coefficient (coefficient 3) so the score of the Mining time criterion is 3 x 3 = 9.
+ Sustainability is determined as sustainable (4 points), the important coefficient is the average coefficient (coefficient 1), so the score of the Sustainability criterion is 4 x 1 = 4 points.
+ Location and accessibility are determined to be quite favorable (2 points), the coefficient is quite important (coefficient 2), the criterion score is 2 x 2 = 4 points.
+ Infrastructure is rated as average (2 points), the coefficient is quite important (coefficient 2), then the score of the Infrastructure criterion is 2 x 2 = 4 points.
The total score for evaluating DLST in Quan Lan commune according to 6 evaluation criteria is determined as: 12 + 6 + 6 + 4 + 4 + 4 = 36 points.
Similar assessment with Minh Chau commune we have the following table:
Table 3.4: Assessment of the potential for developing humanistic eco-tourism in Quan Lan and Minh Chau communes
Attractiveness of human tourismliterature
Capacity
Mining time
Sustainability
Location and accessibility
Infrastructure
Result
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Quan CommuneLan
12
12
6
8
9
12
4
4
4
8
4
8
39/52
Minh CommuneChau
6
12
4
8
12
12
4
4
4
8
6
8
36/52
Basically, both Minh Chau and Quan Lan localities have quite favorable conditions for developing ecotourism. However, Quan Lan commune has more advantages to develop ecotourism in a humanistic direction, because this is an area with many famous historical relics such as Quan Lan Communal House, Quan Lan Pagoda, Temple worshiping the hero Tran Khanh Du, ... along with local festivals held annually such as the wind praying ceremony (March 15), Quan Lan festival (June 10-19); due to its location near the port and long exploitation time, the beaches in Quan Lan commune (especially Quan Lan beach) are no longer hygienic and clean to ensure the needs of tourists coming to relax and swim; this is also an area with many beautiful landscapes such as Got Beo wind pass, Ong Phong head, Voi Voi cave, but the ability to access these places is still very limited (dirt hill road, lots of gravel and rocks), especially during rainy and windy times; In addition, other natural resources such as mangrove forests and sea worms have not been really exploited for tourism purposes and ecotourism development. On the contrary, Minh Chau commune has more advantages in developing ecotourism in the direction of natural tourism, this is an area with diverse ecosystems such as at Rua De Beach, Bai Tu Long National Park Conservation Center...; Minh Chau beach is highly appreciated for its natural beauty and cleanliness, ranked in the top ten most beautiful beaches in Vietnam; Minh Chau commune is also home to Tram forest with a large area and a purity of up to 90%, suitable for building bridges through the forest (a very effective type of natural ecotourism currently applied by many countries) for tourists to sightsee, as well as for the purpose of studying and researching.
Figure 3.1: Thenmala Forest Bridge (India) Source: https://www.thenmalaecotourism.com/(August 21, 2019)
3.2.2. Using SWOT matrix to evaluate Quan Lan island tourism
General assessment of current tourism activities of Quan Lan island is shown through the following SWOT matrix:
Table 3.5: SWOT matrix evaluating tourism activities on Quan Lan island
Internal agent
Strengths- There is a lot of potential for tourism development, especially natural ecotourism and humanistic ecotourism.- The unskilled labor force is relatively abundant.- resource environmentunpolluted, still
Weaknesses- Poorly developed infrastructure, especially traffic routes to tourist destinations on the island.- The team of professional staff is still weak.- Tourism products in general
quite wild, originalintact
general and DLST in particularalone is monotonous.
External agents
Opportunity- Tourism is a key industry in the socio-economic development strategy of the province and Van Don economic zone.- Quan Lan was selected as a pilot area for eco-tourism development within the framework of the green growth project between Quang Ninh province and the Japanese organization JICA.- The flow of tourists and especially ecotourism in the world tends toincreasing
Challenge- Weather and climate change abnormally.- Competition in tourism products is increasingly fierce, especially with other localities in the province such as Ha Long, Mong Cai...- Awareness of tourists, especially domestic tourists, about ecotourism and nature conservation is not high.
Through summary analysis using SWOT matrix we see that:
To exploit strengths and take advantage of opportunities, it is necessary to:
- Diversify products and service types (build more tourism routes aimed at specific needs of tourists: experiential tourism immersed in nature, spiritual cultural tourism...)
- Effective exploitation of resources and differentiated products (natural resources and human resources)
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A. Lunar New Year
Dan 174
B. National Day 4 | C. April 30 – May 1 6 | D. Ancestor's Death Anniversary 0 | |
E. New Year's Day 1 | F. Weekend 15 | ||
Question 3: Frequency of tourism to Bac Ninh during the year | |||
A. 1 time 92 | B. 2 times 55 | C. 3-5 times 42 | D. Over 5 times 11 |
Question 4: Travel time to Bac Ninh | |||
A. 1 day 136 | B. 2 days 36 | C. 3-5 days 20 | D. 1 week 8 |
Question 5: Who are you traveling with? | |||
A. Alone 35 | B. Friends 67 | C. Family 51 | D. Colleagues 46 |
E. Tourists 5 | |||
Question 6: What tourist activities to participate in? | |||
A. Sightseeing 55 | B. Temple Festival 84 | C, Festival 130 | D. Fun 3 |
E. Resort 5 | F. Cuisine 12 | G. Shopping 15 | |
Question 7: Travel spending level | |||
A. Under 500 thousand 74 | B. 500 thousand to 1 million 48 | C. 1 million to 3 million 43 | D. Over 3 million 35 |
Question 8: Level of evaluation of Bac Ninh tourism | |||
A. Great 11 | B. Good 45 | C. Fair 115 | D. 29 % |
Question 9: Limitations of Bac Ninh tourism | |||
A. Tourism services calendar 106 | B. Infrastructure 33 | C. No tour yet travel 46 | D. No product yet travel products 25 |
Question 10: Characteristics of Bac Ninh tourism | |||
A. Quan Ho 132 | B. Temples and pagodas 22 | C. Festival 36 | D. Craft village 6 |
E. Celebrities 3
F. Ecology 1 | |||
Question 11: Tourism development direction | |||
A. Cultural Tourism 96 | B. Spiritual DL 68 | C.DL resort - ecology 10 | D. DL Celebrities 3 |
E. Craft village tourism 5 | |||
Question 12: Which tour? | |||
A. HN – BN – HD – QN 54 | B. HN – BN – BG – LS 56 | ||
C. HN – BN – QN – HP 90 | |||
Question 13: Tourism investment sector | |||
A. Tourism infrastructure 22 | B. Special DL products 112 | C. Accommodation, entertainment and recreation services 94 | D. Historical and cultural relics 66 |
E. Traditional festivals 72 | F. Human resources force 36 | G. Promotion – promote 41 | H. Other comments 5 |
- Regarding tourist destinations: The favorite tourist destinations chosen when traveling to Bac Ninh province (arranged in decreasing order of popularity) are: Lim Festival (79%), Bac Ninh Quan Ho Village (66%), Do Temple (62%), Ba Chua Kho Temple (52%), Phat Tich Pagoda (48%)...
- The time to travel to Bac Ninh is mostly during the Lunar New Year (87%), nearly half of the respondents (46%) travel to Bac Ninh more than once a year. The time they spend traveling each time to Bac Ninh is 1 day (68%) and 2 days (18%).
- The most popular types of tourism are festivals (65%) and pagodas (42%). Other types of tourism such as resort and entertainment are all chosen by less than 10%.
- The common spending level of tourists is under 1 million VND (61%)
- When asked about the level of evaluation of Bac Ninh tourism, 11 people rated it Excellent, 45 people rated it Good, 115 people rated it Fair and 29 people rated it Poor. The average score was 2.19 < 2.5.
- The biggest limitation that tourists think is due to the lack of diversity in tourism services (53%).
- 66% of tourists consider that the most unique feature of Bac Ninh is Quan Ho folk songs, 18% choose Festivals, 11% choose Temples and Pagodas
- When asked about the type of tourism they should focus on in the future, 48% of respondents chose cultural tourism, 34% chose spiritual tourism.
- Hanoi - Bac Ninh - Quang Ninh - Hai Phong tour is chosen by the majority of tourists to travel (45%), 28% choose Hanoi - Bac Ninh tour
– Bac Giang – Lang Son.
- And finally, when asked about tourism investment solutions, 56% of tourists chose to build specific tourism products, 47% chose to develop accommodation, entertainment and recreation systems, 36% wanted to restore and develop traditional festivals, 33% thought we should invest in and renovate historical and cultural relics.
Evaluation: The survey has not been widely conducted and only received a small number of participants, so the results are only for reference. However, some of the survey results also accurately indicate the current situation of tourism in Bac Ninh province.
+ Tourists coming to Bac Ninh are mainly pure tourists. They come to Bac Ninh due to pre-defined needs such as visiting historical sites, temples or participating in festivals, without combining multiple purposes when traveling.
+ Tourists coming to Bac Ninh mostly come for the day, spend little, and do not use many services or tourist products.
+ Tourism activities in Bac Ninh are only at an average level, the reason being that there are too few tourism services.
+ Cultural tourism, spiritual tourism, and festivals are the types of tourism that tourists are interested in when coming to Bac Ninh.
3.2 Current status of applying local marketing in tourism development of Bac Ninh province
3.2.1 Identifying the target audience and market of local marketing in tourism development in Bac Ninh province
3.2.1.1 Objects of Local Marketing in Tourism Development of Bac Ninh Province
As introduced in the theoretical basis section, the subjects of local marketing in tourism development include 3 main relevant groups:
Group 1: customers in the tourism market including tourists, investors and tourism experts. Specifically:
- The target tourists of Bac Ninh will be individual tourists, families and organizations aged 30 to 60, with stable income, who want to learn and visit historical - cultural relics, temples and pagodas; participate in festival activities, religious - spiritual culture, community activities associated with the countryside and traditional craft villages.
- Investors in tourism infrastructure such as hotels, resorts, entertainment areas, shopping centers, etc. Currently, in addition to the convenient road traffic system, other conditions for tourism infrastructure in Bac Ninh are still very limited. Therefore, it is necessary to cooperate with domestic and foreign economic groups to build a suitable infrastructure and tourism services and promote the province's tourism to develop in accordance with its potential and strengths.
- Tourism experts include organizations and individuals who are knowledgeable, have expertise and professionalism in tourism, and act as consultants, investors or work directly at tourism establishments.
Group 2: Factors for marketing to customer groups such as historical and cultural relics of Bac Ninh province, human values of the province such as Quan Ho folk songs, festivals, traditional craft villages...; tourism infrastructure and labor resources participating in tourism activities in Bac Ninh province. These are also tools of Local Marketing in tourism development, which will be presented specifically in section 3.2.2.
Group 3: Tourism planners of Bac Ninh province including Bac Ninh Provincial People's Committee, Bac Ninh Provincial Department of Culture, Sports and Tourism, Bac Ninh Provincial Tourism Promotion Center, travel companies, tour operators in the area, and residents of Bac Ninh province.
3.2.1.2 Target market of Local Marketing in tourism development of Bac Ninh province
The target market of Local Marketing in tourism development of Bac Ninh province is tourists, investors and tourism experts.
- Tourists are people who travel to Bac Ninh from the following markets:
+ Domestic market: besides the traditional market of Hanoi and neighboring provinces in the North, we should aim at other potential markets, namely: Ho Chi Minh City market and the Southern provinces with tourism demand in the Northern provinces and major cities in the Central region.
+ International market: Chinese market (including Taiwan and Hong Kong), Japanese market, Korean market. These are 3 markets with many advantages due to the large number of people from these countries currently living and working in Bac Ninh. Therefore, information is provided more fully besides attracting relatives and their families to Bac Ninh. In addition,
should target other markets such as countries in the ASEAN region, European countries, especially France, Russia...
- Tourism investors are domestic corporations and economic organizations such as VINGROUP, SUNGROUP, FLC... or from countries with strong economies and often invest in new potential markets such as China, Japan, Korea, Middle East...
- Tourism experts: managers, coordinators, specialists, experts, tour guides... with expertise and experience in tourism activities.
3.2.2 Current status of applying local marketing tools in tourism development in Bac Ninh province
3.2.2.1 Local image marketing
In recent times, Bac Ninh has made many efforts in building and promoting its image. Mentioning Bac Ninh is mentioning a locality with high economic growth rate, dynamism and rich potential. In the field of tourism, Bac Ninh is attractive with its rich historical and cultural traditions, many unique cultural heritages, friendly and hospitable people, unique and rich cuisine...
The efforts to position Bac Ninh tourism destinations are demonstrated through tourism promotion programs, the most prominent promotional activities are the program "Back to Quan Ho land" organized annually. Through many times of organization, the program has introduced and promoted the identity and cultural values of Bac Ninh Quan Ho folk songs - a representative intangible cultural heritage of humanity. Most recently, the Bac Ninh Festival 2014 program with the theme "Bac Ninh - Kinh Bac's heroic spirit" with many rich and unique activities has contributed to widely and strongly promoting the image of Bac Ninh to friends.