Viewpoints and Goals of Tourism Development in Ninh Binh Province

rapidly (in 2017, it increased 2.28 times compared to 2010), the number of accommodation establishments increased in both quantity and quality (the number of establishments increased 2.47 times; of which 4 more 3 and 4 star hotels were built). Revenue from tourism activities also increased (4.6 times compared to 2010, of which revenue from international visitors increased 2.6 times).

The above positive results are due to the good implementation of state management in the area, notably:

Firstly, in terms of the development and implementation of strategies, planning, plans and policies for tourism development, there have been innovations in content and methods, including innovation in the management method for tourist areas and spots, shifting from a model of direct state management to one of management by enterprises and private individuals (such as the conversion of the management model of Tam Coc - Bich Dong scenic area). Attracting social capital from non-budgetary sources in investment for tourism, especially tourism services (construction of Trang An Scenic Complex, Bai Dinh Spiritual Tourism Area, Ninh Binh Legend Hotel, Emeralda Resort, Hoang Son - Hoa Binh Hotel, etc.).

Second, Ninh Binh province has developed, promulgated and well implemented legal documents, especially ensuring security and safety in tourist areas and spots. Propagating to people to well implement the provisions of the law in the field of tourism and tourism business activities, so that in tourist areas and spots in Ninh Binh province, there have been no cases of "ripping off" tourists, the collection of fees (scenic spot fees, parking fees, etc.) are all carried out in accordance with the provisions of the law and the province.

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Third, human resource training and development has been enhanced, focusing on training and development of different subjects from managers to workers; from communication skills to professional skills... thus

Contribute to building a professional Ninh Binh tourism industry, meeting the needs of tourism businesses and tourists.

Fourthly, tourism promotion and advertising activities have been carried out in a variety of forms through prestigious and influential mass media such as Vietnam Television channels; through organizing events such as the 2014 VESAK Buddha's Birthday Festival, the Ceremony to receive the certificate honoring Trang An Scenic Landscape Complex as a World Cultural and Natural Heritage...; through participating in exchange activities, participating in international tourism fairs, connecting international tours...; through publications, propaganda documents...

Fifth, inspection and examination of tourism activities are maintained regularly, contributing to stabilizing the tourism environment, ensuring compliance with legal regulations for state management agencies, organizations and individuals participating in tourism activities; focusing on price control and provision of tourism services.

2.4.2. Limitations

Although state management of tourism in Ninh Binh province has achieved many achievements, there are still certain shortcomings and limitations:

Firstly, the work of planning, strategy and tourism development plans is still limited such as: the Master Plan for Ninh Binh tourism development has not been developed; the planning of accommodation facilities in the area has not been developed; the Project for promoting and promoting Ninh Binh tourism has not been developed; the construction of the Project to develop Ninh Binh city into a tourist city has not been implemented as required.

Second, the training and development of human resources has not met the requirements. The tourism human resources are still lacking in quantity and weak in quality. There is a lack of good managers, tour guides and tour guides; especially

The foreign language proficiency of tour guides and interpreters for international visitors is still weak. A part of the local community participating in tourism activities still lacks communication and behavioral skills to serve tourists, especially foreign visitors.

Third, tourism promotion and advertising activities, although diverse and abundant, are not very effective in accessing and attracting key international tourist markets (the number of international visitors to Ninh Binh in the period 2010 - 2017 increased slowly, not commensurate with the province's tourism development); tourism promotion and advertising activities are still mainly carried out with state budget sources; participation in tourism promotion and advertising activities abroad is not regular.

Fourth, the coordination between levels and sectors in tourism development is not tight. Professionalism in tourism business is not high and not really sustainable.

Fifth, attracting investment in the tourism sector is not diverse and sustainable. Currently, the province mainly attracts investment in exploiting available tourism resources. Attracting investment in providing tourism services is not effective; there are currently no 5-star hotels in the area, no high-end entertainment, dining, shopping areas that are attractive and attract tourists, so the number of tourists to Ninh Binh has increased significantly in recent years, but the spending of domestic and foreign tourists has not increased, even the spending of foreign tourists has decreased, in 2010, the spending of domestic and foreign tourists was 1.33 and 4.06 million VND/person, respectively, in 2016 the spending was 1.32 and 2.5 million VND/person, respectively [4].

2.4.3. Causes of limitations

The causes of the above limitations can be divided into two groups: subjective causes (due to internal factors of the Ninh Binh provincial government) and internal causes (due to internal factors of the Ninh Binh provincial government).

and objective causes (due to factors outside the provincial government):

* About subjective causes

- A number of leaders, party members at all levels, sectors and people have not yet fully and correctly recognized the role and importance of tourism development in the cause of socio-economic development.

- Human resources serving tourism are still weak in both expertise and service attitude. Tourism activities are still seasonal, so they have not attracted and retained high-quality workers. Some tourism service businesses have not paid attention to training and fostering professional qualifications for managers and professional skills for workers.

- Tourism products are mainly based on what is available, there is little research and investment in developing new products, and no unique tourism products have been created.

- Investment funds for tourism promotion activities are still limited.

- Basic statistics and surveys on tourism are not comprehensive and do not reflect all areas, so the results are not really accurate.

- The connection and coordination between sectors, levels and tourism service businesses in tourism activities is sometimes not tight in some contents and fields.

- The role of tourism associations in connecting businesses and maintaining prices, goods and tourism services is still limited.

* Objective reasons

- Tourism competition from some Southeast Asian (ASEAN) countries, Asia, Europe, competition in both price and quality of tourism services.

- Due to the impact of political instability in some countries, epidemics, and global economic recession, the spending capacity of tourists, especially international tourists, has decreased, so the number of international tourists to Ninh Binh has not increased sharply.

- The Government's policy of tightening monetary policy and reducing public investment has also affected the capital sources of tourism investment projects. Investors are facing financial difficulties, leading to delays in the progress of some tourism projects. The failure to complete projects on schedule has led to limited quantity and quality of tourism services and low number of guests.

- The development of tourism in many different localities across the country has contributed to reducing the number of tourists coming to Ninh Binh.

Chapter 2 Summary

Chapter 2 of the thesis focuses on analyzing and evaluating the current state of tourism management in Ninh Binh province, period 2010 - 2017. This is the period when the tourism industry in Ninh Binh province has many strong developments. Chapter 2 has solved the following specific issues:

- General introduction to natural and socio-economic conditions for tourism development of Ninh Binh province.

- Analyze the current state of state management of tourism in Ninh Binh province, focusing on the following contents:

+ Conditions, potentials and strengths of tourism in Ninh Binh province.

+ Current status of tourism activities in Ninh Binh province.

+ Analyze the current state management of tourism in the province, including: Building and organizing the implementation of strategies, planning, plans and policies for tourism development; building, promulgating and organizing the implementation of legal documents, economic and technical standards in tourism activities; on propaganda, dissemination, education of laws and information on tourism; on organizing and managing training activities, fostering human resources in the tourism industry, researching and applying science and technology; on organizing

Organizing the investigation and assessment of tourism resources to develop tourism development plans, identify tourist areas, tourist spots, tourist routes, and tourist cities; organizing international cooperation in tourism, tourism promotion activities domestically and internationally; organizing the State management apparatus for tourism, coordination of state agencies in state management of tourism; granting and revoking licenses and certificates for tourism activities; inspecting, examining, resolving complaints and denunciations, and handling violations of tourism laws.

+ Through the current state management of tourism in the province, make assessments of the current state management of tourism in Ninh Binh province: Advantages, achievements as well as limitations in state management of tourism in the period of 2010 - 2017; determine the causes of the limitations, thereby providing a basis for proposing directions and solutions to improve state management of tourism in Ninh Binh province, aiming to make tourism a spearhead economic sector of the province.

Chapter 3

VIEWPOINTS AND SOLUTIONS TO IMPROVE STATE MANAGEMENT OF TOURISM IN NINH BINH PROVINCE

3.1. Viewpoints and goals of tourism development in Ninh Binh province

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3.1.1. The Party's viewpoint on tourism development

In the country's socio-economic development strategy, at each stage

In each period, the Party and the State have paid attention to the role of tourism, identifying tourism as an important component for national development. Resolution No. 08-NQ/TW dated January 16, 2017 of the Politburo has set out the viewpoint on developing tourism into a spearhead economic sector, specifically:

- Developing tourism into a spearhead economic sector is an important strategic orientation for national development, creating a driving force to promote the development of other sectors and fields, but not every locality necessarily identifies tourism as a spearhead economic sector.

- Developing tourism into a truly comprehensive service economic sector, with interdisciplinary, inter-regional characteristics, with focus, key points, efficiency, brand and high competitiveness; high socialization and profound cultural content; strengthening domestic and international linkages, focusing on linkages between the tourism industry and other sectors and fields in the value chain that form tourism products.

- Develop both international and domestic tourism at the same time; create favorable conditions for people and international tourists to visit, learn and explore the landscape, natural and cultural heritage of the country; respect and treat equally tourists from all markets.

- Developing sustainable tourism; preserving and promoting cultural heritages and fine traditional values of the nation; protecting the environment and nature;

Solve well the problems of labor, employment and social security; ensure national defense, security, social order and safety.

- Tourism development is the responsibility of the entire political system, all levels, all sectors, and the whole society, with close leadership and direction from Party committees at all levels; strongly promoting the driving role of businesses and communities, and unified management by the State; focusing national resources on tourism development.

3.1.2. Tourism development orientation in Ninh Binh province

Ninh Binh is a province with rich and attractive tourism resources, especially limestone mountains with water caves and unique ecosystems, interwoven with human tourism resources, historical and cultural relics. These are great advantages for tourism development.

In recent years, the Provincial Party Committee and Provincial People's Committee have issued many policies and guidelines to develop tourism. Ninh Binh Provincial Party Committee has determined the viewpoint of tourism development until 2020, with orientation to 2030, specifically as follows:

- Tourism development in Ninh Binh province must first of all be consistent with the Strategy and Master Plan for Vietnam's tourism development to 2020, with a vision to 2030; consistent with the Master Plan for tourism development in the Red River Delta and Northeastern Coast to 2020, with a vision to 2030; and at the same time consistent with the Master Plan for socio-economic development of Ninh Binh province.

- Developing tourism in Ninh Binh province aims to effectively exploit the advantages of tourism potential, develop in a professional direction, create unique, high-quality tourism products, branded "Ninh Binh - Trang An" , with high competitiveness, but must ensure close association with the work of preserving natural and cultural values and protecting the environment; ensuring

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