Tourist Market Orientation

for accommodation, food, and entrance tickets, while other services are insignificant. In the period 2015-2020, domestic tourist spending in Tay Ninh will increase significantly, however, because there are not many new tourism products in the area, spending will only focus on accommodation, food, and sightseeing at tourist spots and areas, so spending is estimated at 15-20 USD [66]. From 2020 onwards, spending will increase as there are many new services and more diverse tourism products, estimated to be from 30 USD or more by 2030 [66].

Based on the average spending of tourists to Tay Ninh, revenue from tourism activities in Tay Ninh also increased: revenue from international tourists increased from 1.26 million USD (2016) and by 2020 is estimated to reach 2.05 million USD [66]. Revenue from domestic tourists increased from more than 440 billion VND (21.02 million USD, in 2010) to 742 billion VND (about 32.9 million USD, in 2016) [64] and total tourism revenue is estimated at about 106.68 million USD (in 2020) and it is forecasted that by 2030, tourism revenue in the area will be 347.25 million USD; of which tourists with accommodation will reach 230.82 million USD [66].

The main sources of revenue for Tay Ninh tourism are currently from: accommodation, food and drink, and sightseeing tickets. Shifting the spending structure is a very important factor to increase the efficiency of tourism business. Therefore, it is necessary to invest in the production of souvenirs, other ancillary services and invest in renovating and building new entertainment areas to attract tourists to spend more on shopping for goods and using services.

3.2.2.3. Tourist market orientation

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■ International tourist market

Tay Ninh is a province located in the Southeast tourism region, the western gateway of the provinces in the region with the Kingdom of Cambodia through 2 international border gates, the east connects with the tourist center of Ho Chi Minh City, near Vung Tau urban area and the economic zones in the South, so the international tourist market of Tay Ninh is influenced by the impact and dominance of the international tourist market from major tourist centers at home and abroad. Therefore, Tay Ninh tourism will have a very diverse and rich tourist market and the consumption of tourism products by international tourists is also quite special compared to other provinces in the region. The following is the orientation and priority order for developing the tourist market for Tay Ninh.

- Tourist market from Cambodian tourist centers through Moc Bai and Xa Mat international road border gates. This is a potential market for Tay Ninh tourism, because Tay Ninh is adjacent to Cambodia, a bridge between two major cities of Vietnam and Cambodia, so Tay Ninh will benefit from the source of Cambodian tourists. In addition to Cambodian tourists, there are also tourists from other countries traveling to Cambodia for sightseeing and needing to transfer to Vietnam through the international border gate in the area; Caravan tourists following the Trans-Asia route; business tourists, vacationers, tourists visiting historical sites, spiritual tourists, eco-tourists, tourists visiting relatives...

- International tourist market from tourist centers of Ho Chi Minh City and Can Tho City. Tay Ninh is 99 km from Ho Chi Minh City - the largest tourist center of the country and Can Tho - the largest economic and service center of the Mekong Delta - about 260 km - compared to the geographical distance in tourism business, this is very close, having a certain impact on Tay Ninh tourism. Regarding the road and river traffic system from these tourist centers to Tay Ninh province, it is also very convenient, safe and easy to travel, contributing significantly to attracting international tourists to visit Tay Ninh. Therefore, Tay Ninh tourism identifies these as 2 potential markets for tourism development in the area.

Some specific international tourist markets are significant to the tourism development of Tay Ninh province:

- Asia-Pacific market: This is the market with the largest proportion in the structure of international visitors to Vietnam, in Tay Ninh alone in 2016 it accounted for 52% of the international visitor market share (Appendix 10) and has a tendency to grow rapidly in the coming time. The main markets include: ASEAN, China, Japan, Taiwan, Korea... Specifically:

+ ASEAN market: includes markets such as Cambodia, Thailand, Myanmar, Laos, Singapore...; focusing on the key market of Cambodia with tourism types: Caravan, family visit tourism, medical tourism...

+ Chinese tourist market: This is a market that has tended to increase strongly in recent years, accounting for a large proportion of 28 - 30% of the market share [66]. Spending ability

The number of Chinese tourists is low, so the tourism services are of average quality, suitable for the locality. The tourist market of Hong Kong, Taiwan and Macau is the market where people tend to travel more and more; so far, this source of tourists visiting Tay Ninh is still modest; in the near future, the tourism industry of Tay Ninh needs to go through tourism hubs or through the markets of Cambodia, China, Laos and Thailand to attract this source of tourists.

+ Japanese tourist market: This is the Asian market with the highest spending capacity, accounting for about 10 - 12% of the total number of international tourists to Vietnam [66]. However, Japanese tourists coming directly to Tay Ninh are still limited but coming to tourist centers in Vietnam is relatively large.

+ Korean tourist market: Currently, the number of Korean tourists coming to Vietnam's tourist centers such as Hanoi, Hue, and Ho Chi Minh City is increasing; the number of tourists coming to Vietnam through the tourist markets of Thailand, Singapore, and Cambodia is also increasing, this is a potential source of tourists for Tay Ninh tourism. Therefore, it is necessary to have a reasonable market strategy to attract this source of tourists through domestic and foreign tourist centers.

- Western European market: This is an important market, with an increasing trend, visitors from these markets have a very high spending capacity. In addition, Western European tourists to Cambodia, Thailand, and Singapore also have an increasing trend. Therefore, Tay Ninh tourism industry needs to invest in promoting and linking to exploit this tourist market through tourist centers of neighboring countries.

- Eastern European tourism market: In recent years, the Eastern European tourist market has tended to increase to Vietnam, especially the Russian tourist market. Therefore, Tay Ninh tourism industry needs to have solutions to promote and link to exploit this potential market.

- American market: Recently, the tourist market from America to visit ASEAN countries has tended to increase, especially visitors from the US, Canada, etc.; in addition, more than half a million overseas Vietnamese living and working on this continent also wish to visit their homeland and in fact every year during Tet, thousands of overseas Vietnamese return to visit their homeland, combining it with tourism. This

As a potential market, Tay Ninh tourism industry needs solutions to promote and advertise to attract tourists from these markets.

■ Domestic tourist market

In recent times, domestic tourists from the provinces of the Southeast, Mekong Delta and Central Highlands, especially domestic tourists from key markets such as Ho Chi Minh City, Binh Duong, Long An, Can Tho, etc., visiting Tay Ninh have increased in number and number of days of stay. The purpose of domestic tourists traveling is also very diverse, in which the trend of religious tourism and eco-tourism increasingly accounts for a large market share in the flow of domestic tourists to Tay Ninh. The order of priority for developing the domestic tourist market is determined as follows:

- Tourist market in Ho Chi Minh City: Tay Ninh is the bridge between the two centers of Ho Chi Minh City and Phnom Penh, the international gateway of the provinces of the Southeast and Ho Chi Minh City. This is also an industrial city with a large workforce and a very high labor intensity, so the need for tourism and relaxation is indispensable. At the same time, Ho Chi Minh City is also an economic, commercial, cultural, educational center... so every year there are many meetings, seminars, forums, trading exchanges,... of agencies, social organizations, businessmen and thousands of students coming to enroll... This is a source of visitors that can be exploited and attracted in large numbers to visit and travel in Tay Ninh. The main types of tourism are religious tourism, resort tourism, eco-tourism, cultural tourism, research tourism, weekend tourism...

- Tourist market from neighboring provinces and other regions. Tay Ninh is adjacent to provinces such as Binh Duong, Long An and quite close to other Mekong Delta provinces..., these are provinces with large populations in the region, with economic centers, many industrial parks, urban areas,... so there is a large and diverse number of workers and residents, leading to the inevitable need to travel in the region and surrounding provinces, including Tay Ninh.

- The local residential market. This market also has an important contribution to the effectiveness of tourism business. In recent years, the life of the local community has been constantly improved and raised, the number of tourists traveling within the province has increased, the visiting time of these groups is often during the day, traveling is mainly sightseeing combined with spiritual activities at temples, pagodas, relics.

..., Therefore, travel companies need to have plans and directions for promoting and advertising products to attract this source of customers.

3.2.2.4. Orientation of tourism product development

Faced with the requirements of development and integration, the tourism industry has identified economic, cultural, social and environmental efficiency as its development goal. In the world, tourism demand has also changed a lot, moving towards new values established on the basis of traditional cultural values (uniqueness, originality), natural values (wildness), creative values and high technology (modernity, convenience). Sustainable tourism, green tourism, responsible tourism, community tourism associated with poverty reduction, tourism towards the roots, towards nature... are prominent trends. Therefore, when building tourism products, Tay Ninh tourism industry also needs to be associated with the development trend of international tourism. Based on the "demand" trend of world tourism as well as local reality, Tay Ninh needs to orient the development of the following specific tourism products:

- Tourism products associated with festivals and beliefs: The need for beliefs and spirituality is an indispensable spiritual activity. Tay Ninh has many areas associated with the freedom of belief of the community, with very rich festivals, especially the festival of the Cao Dai community at the Cao Dai Tay Ninh Holy See, Ba Den Mountain festival, festivals at communal houses, pagodas... This is a condition for organizing the construction of tourism products associated with this type of resource. Specific products: tours associated with festivals, beliefs, religions such as: Duc Chi Ton Festival, Dieu Tri Palace Festival (Cao Dai religion), Ba Festival, Ba Mountain Spring Festival...

- Tourism products associated with historical relics, scenic spots and cultural works in the area: Tay Ninh is a province with many historical relics, scenic spots and cultural works that have been ranked by the State at the national and local levels. This is an important resource to attract tourists to visit, research and learn. Therefore, to build this type of product, it is necessary to invest in preserving the cultural relics in the area, taking the special national relic site of the Southern Central Bureau as a highlight to attract visitors.

The above two types of products are the main orientation in developing tourism products in the area. In addition, to diversify products and extend the length of stay, it is possible to research and develop other products such as:

- Ecotourism products associated with the ecosystem of national parks, countryside, and gardens: Tay Ninh has the potential for diverse ecosystems in Lo Go - Xa Mat National Park, wetland ecosystems in Dau Tieng Lake, agricultural ecosystems, fruit gardens associated with agriculture and rural areas (Ba Den custard apples grown at the foot of Ba Den Mountain, have been granted geographical certification), to be able to build new types of tourism products. Ecotourism products associated with national parks, river and lake ecosystems,... aim to serve tourist groups who are scientists, researchers, students from universities... to visit and combine with tourism.

- Craft village tourism products: Tay Ninh has a number of long-standing traditional craft villages such as: making incense, conical hats, carpentry, bamboo and rattan weaving... and typical culinary craft villages such as: rice paper, rice noodles, sour fish sauce, chili salt, vegetarian rice... Some products of the craft villages have been granted quality certificates by the Intellectual Property Office, produced by hand from the raw material processing stage to the finished product, so they can become tourist attractions, especially international tourists.

- Commercial and business tourism products: As a province with unique tourism potential, it also has important transportation routes, closely linked to convenient trade for a common ASEAN market. Therefore, many goods transactions and trade product exchanges are carried out every year, and regional conferences and seminars are organized, attracting a number of business guests, business guests, news agencies, employees, officials... to Tay Ninh. The characteristics of business and business guests are often high spending, so it is possible to invest in exploiting high-quality tourism services.

- Products associated with the type of tourism to visit relatives and receive medical treatment: Due to historical issues, a number of overseas Vietnamese from Tay Ninh have traveled to other countries, some have returned to visit their homeland, some are planning to return. Tay Ninh has a long border and international border gates that can help overseas Vietnamese from countries in the region return to Vietnam very conveniently, so this is an important source of visitors in PTDL. Besides, there is currently a reality that many Cambodian people

divided along the border with Vietnam, there are no conditions for high-quality medical care, so some people have the need to go to Vietnam for medical treatment and health care. Therefore, travel agencies and service providers need to build pick-up and drop-off programs, providing products to meet the needs of customers visiting relatives and medical treatment.

- Tay Ninh culinary products: Currently, some culinary products in Tay Ninh are popular with domestic and foreign tourists such as rice noodles, Trang Bang rice paper, sour fish sauce, chili salt, vegetarian dishes... Therefore, it is possible to build some typical culinary products in the area to serve tourists targeting different audiences.

- Entertainment tourism products: Entertainment is an important service that contributes to prolonging the length of stay and increasing the spending of visitors in the area. Tay Ninh has many advantages to develop this type, with a diverse terrain, many flat areas, lakes, rivers and streams... Therefore, the tourism industry needs to focus on investing in developing entertainment service facilities with different types such as: amusement parks, sports fields, tennis, football, services related to water resources...

3.2.2.5. Orientation of tourism development space

■ Orientation of spatial axes for tourism development

- Corridors for inter-regional and international tourism development

+ The national - international urban economic corridor axis connects Tay Ninh with domestic and international cities such as connecting with Ho Chi Minh City, the capital Phnom Penh through Moc Bai international border gate along National Highway 22 and Xa Mat border gate along National Highway 22B; connecting Tay Ninh with cities in the Southeast region, Mekong Delta such as Bien Hoa, Vung Tau, Can Tho...; connecting Tay Ninh with coastal cities of Phan Thiet, Cam Ranh, Nha Trang along National Highway 1A.

+ The international economic corridor axis (Trans-Asia Highway) connects Tay Ninh with economic zones of ASEAN countries through Moc Bai and Xa Mat international border gates.

+ The inter-regional economic corridor axis connects Tay Ninh with the Central Highlands provinces along the extended 14C road (current Ho Chi Minh road).

+ Waterway axis: Vam Co Dong River connects Tay Ninh tourism with Cambodia and the Mekong Delta provinces; Saigon River connects Tay Ninh with Ho Chi Minh City.

- Internal spatial axis:

+ DT 781: connects PTDL from Phuoc Tan border gate (Chau Thanh) with tourist attractions in Chau Thanh town, Tay Ninh city and Duong Minh Chau town.

+ DT 782: connects the tourist areas of 3 districts: Trang Bang, Go Dau and Duong Minh Chau.

+ DT 786: connecting PTDL from Tay Ninh City to Duc Hue.

+ DT 789: connecting PTDL from Dau Tieng auxiliary dam to Ben Duoc - Cu Chi intersection (border of Ho Chi Minh City)

+ DT 792: connects PTDL from Xa Mat border gate (adjacent to QL22B) to the end point to Saigon River (border of Binh Phuoc province).

+ Central Bureau Road: connecting Central Bureau tourist attractions with other areas

other.