GRADUATION THESIS SUPERVISOR TRAN THI MINH GIANG, Ph D MINISTRY OF EDUCATION AND TRAINING DUY TAN UNIVERSITY FACULTY OF ENGLISH GRADUATION PAPER NGO THI HIEN AN INVESTIGATION INTO THE ADVANTAGES AND D.
INTRODUCTION
Rationale
Integration and globalization are essential trends driving countries to engage in exchanges across various sectors, particularly in tourism This industry plays a crucial role in socio-economic development, benefiting not only developed nations but also developing and underdeveloped countries The success of tourism significantly boosts economic growth, highlighting its importance in the global landscape.
Vietnam's tourism industry has made significant strides over the years, establishing the country as a safe and welcoming destination for international travelers Committed to ongoing development, Vietnam aims to enhance its tourism sector, positioning it as a key driver of economic growth and transforming the nation into a leading tourist hub in the region.
Vietnam's Hoi An, recognized by UNESCO as a world cultural heritage site, boasts a rich history with over 1,000 architectural monuments, making it a prime tourist destination However, the town faces significant challenges, including adverse weather conditions such as heavy rains, storms, droughts, and floods, which threaten its tourism sector and the preservation of its ancient wooden structures Additionally, the risk of extinction looms over traditional folk performing arts, and current preservation policies lack adequate scale and effectiveness Investment projects often prioritize economic gain over cultural identity, undermining the community's strengths This article aims to investigate the advantages and disadvantages of Hoi An in attracting tourists and to propose solutions for enhancing its tourism potential while addressing these challenges.
Aims and Objectives
To research, evaluate the real situation status of tourism exploitation and entails the benefits and drawbacks of Hoi An Ancient Town in tourism development and tourist retention.
To enhance tourism in Hoi An Ancient Town and preserve its heritage, it is essential to identify the challenges facing the industry and implement effective solutions By addressing these issues, we can attract a growing number of tourists and ensure the sustainable development of this historic city.
Scope of the Study
Space: Study the benefits and drawbacks of attracting tourists to Hoi An Ancient Town.
Time: Analyzing and assessing the present situation of attracting tourists to Hoi An Ancient Town within the period of 2018-2020.
From the real situation of benefits and downsides within the process of attracting tourists, proposing solutions to draw in tourists to Hoi An Ancient Town from 2021-2030.
Methods of the Study
In research, various methods are essential for gathering information, enabling a thorough understanding and producing accurate, reliable results I have chosen and implemented the following techniques to enhance the investigation.
The research methodology involves gathering materials from online sources, books, and newspapers related to the cultural and traditional tourism of Hoi An Ancient Town This approach has provided me with a broader and more insightful perspective on my studies.
After completing the data collection phase, I will analyze and organize the figures statistically to present them in a coherent manner This process has also enhanced my logical approach to learning and sequentially processing the plan.
The comparative and analytical methods serve as essential tools for calculating and researching documents, utilizing a diverse database of current sources By classifying, analyzing, and comparing data, these methods enable the identification of key issues that can be further explored, enhancing the completeness and accuracy of the research topic.
The interview method is a structured conversation that involves direct questioning between the interviewer and the informant, utilizing pre-prepared questionnaires This approach is highly effective for gathering accurate information and firsthand experiences from local individuals, making it an invaluable tool for research and data collection.
My supervisors have been incredibly supportive, providing valuable recommendations and feedback, which have greatly assisted me in analyzing and processing the collected information to enhance the quality of my investigation.
Organization of the Study
In addition to the table of contents, a listing of tables and figures, an introduction, conclusion, and categories of references The graduation thesis consists of six chapters:
Chapter 1: The introduction is the rationale, Aims and Objectives, Scope of the Study, methods of study, and study's organization.
Chapter 2: The presentation about the theoretical background It introduces theories associated with tourism, tourists, and also the significance of attracting tourists to Hoi An Ancient Town.
Chapter 3 is Case Description It shows information, tourism activities, and tourism exploitation situation in Hoi An Ancient Town.
Chapter 4: Analysis and evaluation It shows reviews of tourism activity; strengths; weaknesses; and targets to enhance tourism activities of Hoi An Ancient Town in recent years.
Chapter 5: Difficulties and solutions to develop tourism, attracting tourists to Hoi An Ancient Town.
Chapter 6: Conclusion and some suggestions to develop tourism, attracting tourists to Hoi An Ancient Town.
THEORETICAL BACKGROUND
Definitions of Tourism
Tourism has emerged as a leading human activity in recent years, yet there remains a divergence in understanding its meaning from both the tourists' perspective and the viewpoints of researchers and industry professionals.
The International Union of Official Travel Organization (IUOTO) defines tourism as the act of traveling to a location distinct from one’s usual residence, with the intention of leisure rather than engaging in business activities or earning a living.
At the global organization conference on tourism held in Rome, Italy, from August 21 to September 5, 1963, experts defined tourism as a blend of relationships, phenomena, and economic activities that arise from individuals traveling and staying outside their usual residences or abroad for peaceful purposes, emphasizing that these locations are not their workplaces.
Chinese tourists view tourism activities as interconnected relationships and phenomena grounded in specific economic and social contexts These activities involve key elements such as tourism subjects, tourists, and intermediaries, which collectively shape the tourism experience and its development.
Tourism, as defined by the World Tourism Organization, encompasses all activities undertaken by temporary travelers who seek to visit, explore, and learn, or engage in rest, recreation, and relaxation This definition applies to trips lasting up to one year outside of a person's usual residence, excluding journeys primarily aimed at earning income.
Tourism, as defined by I.I Pirogionic (1985), encompasses a range of leisure activities involving travel and temporary stays away from one's usual residence This form of recreation aims to provide rest, healing, and personal development, while also enhancing cultural and sporting awareness through the appreciation of natural, economic, and cultural values.
According to Article 4, Chapter I, Vietnam Tourism Law 2005, issued on June
14, 2005: Tourism is activities related to people's trips outside of their regular residence to satisfy the need to visit, learn, entertain, and relax in a certain period of time [6]
Travel offers a unique opportunity for temporary movement between different regions and countries without the need to change one’s residence or workplace This shifting perspective allows visitors to experience diverse environments and cultures, enriching their understanding of the world.
Tourism is a vital economic sector focused on fulfilling the desires for sightseeing and relaxation, often integrating various activities such as medical services, sports, and research projects to meet diverse consumer needs.
Tourism is a multifaceted activity that involves numerous participants, creating a complex system It encompasses both economic attributes and socio-cultural elements, highlighting its diverse nature within the industry.
Tourists
The term "tourist" originated in late eighteenth-century France, where it was defined as individuals engaging in significant travel activities.
In the early twentieth century, the Austrian economist Josef Stander defined:
"Tourists are commuters who stay at will outside their regular residence to satisfy their high living needs level but not pursuing economic goals '' [2]
According to Article 4, Chapter I of the Vietnam Tourism Law (2005), a tourist is defined as an individual who travels or engages in travel-related activities, distinct from those involved in education, employment, or internships aimed at earning income at their destination.
The financial system comprises various industries, each fulfilling distinct economic roles, yet all share a common focus on consumers Similarly, the tourism industry is dedicated to serving tourists, as travel businesses strive to cater to their needs By developing tourism products, the industry not only creates offerings but also relies on tourists to consume them, highlighting the essential role tourists play in the tourism ecosystem.
According to the World Tourism Organization, tourists include international tourists and domestic tourists [8]
An international tourist is defined as an individual who departs from their home country for a minimum of 24 hours and a maximum of 12 consecutive months, with the intent of traveling without the aim of earning income at their destination.
A domestic tourist is defined as an individual who travels away from their usual residence within their country for at least 24 hours but no longer than 12 consecutive months, with the intent of leisure rather than earning income at their destination.
Tourist Destination and the Destination's Ability to Attract Tourists
A tourist destination is a fundamental element of the tourism industry, encompassing a wide range of geographical locations Defined by its spatial extent, a tourist destination serves as the specific place where travelers journey to fulfill their trip's objectives and desires.
According to Rubies (2001), a destination is defined as a geographic area that encompasses a variety of tourism resources, attractions, infrastructure, and service providers, all of which work together to deliver the expected experiences for tourists Similarly, Page and Connell (2006) emphasize the importance of these interconnected elements in shaping a destination's appeal to visitors.
“Destinations are a mixture of pre-packaged products and services, accessibility, attraction, amenities, activities, and support services" [4]
Giuseppe Marzano (2007) defines a tourist destination as a city, town, or area that relies heavily on tourism revenue, often featuring one or more attractions that draw visitors.
According to the World Tourism Organization (2007), a tourist destination is defined as a geographical area where visitors stay overnight, encompassing various tourism products such as support services, travel resources, and attractions These destinations possess distinct material and administrative boundaries that shape their identity, management, and competitive advantages in the tourism market.
In Clause 7, Article 3 of the Law on Tourism (2017) of Vietnam: “A tourist spot is a place where tourism resources are invested and exploited to serve tourists” [4]
2.3.2 The Destination's Ability to Attract Tourists
Tourist destinations are influenced by various factors that shape the needs and preferences of travelers, serving as key drivers for attracting visitors To effectively capture the interest of both domestic and international tourists, it is essential to leverage these diverse elements to create compelling experiences.
In tourism, the feelings of closeness and attraction to a destination play a crucial role in attracting potential visitors and encouraging repeat visits Effective destination construction and management hinge on accurately understanding the destination's image and the value it offers to visitors According to Hu and Ritchie (1993), a destination's ability to attract is influenced by individual perceptions, beliefs, and opinions regarding its capacity to meet specific trip needs The more effectively a destination fulfills visitor needs, the higher its chances of being chosen by tourists This aligns with Mayo and Jarvis's (1981) assertion that a destination's attractiveness is defined by its ability to provide benefits to visitors Ultimately, the perceived attractiveness of a destination is shaped by its attributes and the information accessible to potential visitors, even before they have any practical experience there.
Benefits of Tourism Business
The development of international tourism significantly boosts the tourism industry's contribution to GDP within the service sector, enhancing the overall financial system As tourism flourishes, both urban and rural areas become more attractive and cleaner, leading to improved living standards for residents Additionally, international tourism stimulates local consumption of goods and services, fosters the growth of various industries, revitalizes traditional festivals and crafts, and aids in the economic restructuring of the nation and local communities This growth not only increases total income and alleviates poverty but also enhances exchanges between different regions within the country and with international partners.
2.4.1.2 Bringing Foreign Currency to the Country
International tourists contribute to the economy by bringing foreign currency to spend in the host country, effectively acting as an export for the destination This influx of funds helps improve the national visible balance, making consistent international tourism a stabilizing factor for export earnings For developing countries like Vietnam, attracting more international visitors than the number of citizens traveling abroad is crucial for economic growth, as lower-income locals are less likely to travel outside the country.
International tourism serves as a vital "on-site export" industry, showcasing the effectiveness of the tourism business It facilitates the sale of commercial goods, crafts, antiques, and agricultural products at retail prices that exceed traditional export prices, which are typically at wholesale rates This unique aspect of international tourism highlights its significant economic impact.
International tourism is not only an "on-spot export" industry, but rather also a
The "invisible export" of tourism goods encompasses the breathtaking natural landscapes, tropical sunshine, and rich historical and cultural heritage These unique customs and traditions gain value and prestige each time they are showcased in the market, especially when supported by high-quality tourism services.
Tourism marketing focuses on promoting the unique value of tourism resources rather than the resources themselves When international tourists experience high-quality service, they are likely to share their positive experiences upon returning home, effectively enhancing their home country's reputation through word-of-mouth recommendations.
2.4.1.4 Attracting Foreign Investment and Enhancing Foreign Trade Activities
In today's economy, the focus on value within social products and the workforce has made tourism an appealing sector for capital efficiency Compared to heavy industries, tourism requires relatively low investment yet offers quick capital recovery and straightforward technical demands Attracting international tourists not only encourages foreign investment in the tourism industry but also fosters economic and cultural exchanges on both regional and global scales This interaction enhances information and technology sharing among countries, ultimately boosting foreign trade and delivering significant benefits to the nation.
Attracting international tourists generates significant employment opportunities for local residents, particularly in management, finance, operations, science, information, sales, and marketing The majority of these jobs, however, are concentrated in administration and operations Currently, the tourism sector employs approximately 220 million people directly, representing 10.6% of the global workforce, or 1 in every 9 workers engaged in tourism.
Attracting international visitors to a region boosts domestic interest in local attractions As localities enhance their facilities and services to appeal to these visitors, the benefits extend to the local population, encouraging them to engage more with their surroundings This increase in domestic demand leads to higher incomes for local residents, creating a mutually beneficial relationship between tourism and the community.
International tourism plays a vital role in enhancing economic and cultural exchanges globally, fostering traditional education and knowledge development while enriching the physical and spiritual well-being of diverse populations Tourists visiting rural areas gain insights into local customs, traditions, and lifestyles through interactions with indigenous communities and exploration of historical sites Additionally, international travelers have the opportunity to share their own cultural identities while experiencing the cultures of other nations.
2.4.3.2 Raising People's Minds and Developing Human Factors
International tourism generates additional revenue that supports the restoration and preservation of cultural relics and heritage sites, while also raising awareness about the importance of safeguarding these treasures It revitalizes festivals and traditional craft villages, showcasing cultural values to diverse audiences, including international visitors, thereby enhancing the appeal of tourist destinations Furthermore, international tourism facilitates the exchange of educational experiences and policies among countries, allowing for a greater understanding of different cultures and contributing to the intellectual development of the populace, ultimately improving national human resources.
2.4.3.3 Development of Traditional National Craft Villages
International tourists often seek out souvenirs that reflect the cultural essence of the regions they visit, particularly traditional handicrafts As cultural tourism continues to grow, travelers increasingly explore historical sites, scenic spots, and cultural tribes This rising interest underscores the importance of preserving and enhancing these cultural relics, alongside the restoration and development of traditional handicrafts.
Factors Affecting Tourist Attraction
Tourism resources encompass a blend of natural and cultural elements, including history, which play a vital role in enhancing individuals' physical and mental well-being These resources not only support the restoration of health and work capacity but also serve both direct and indirect demands in the tourism industry, facilitating the creation of various tourism services (Nguyen Minh Tue, 2007).
Clause 4 (Article 4, chapter 1) of the 2005 Vietnam Tourism Law stipulates:
Tourism resources encompass natural landscapes, historical and cultural relics, and human-made attractions that fulfill tourism demands These elements serve as the foundational components for developing tourist areas, attractions, routes, and urban destinations.
Clause 1 (Article 13, chapter 2) of the 2005 Vietnam Tourism Law stipulates:
"Tourism resources include natural tourism resources and humanitarian resources that are being exploited and not yet exploited" [2]
Natural tourism resources encompass geological, topographical, and hydrological features, as well as diverse ecosystems and landscapes suitable for tourism In contrast, humanistic tourism resources consist of cultural traditions, folklore, revolutionary historical sites, archaeological treasures, architecture, and creative human achievements Both tangible and intangible cultural elements can be leveraged for tourism development.
Tourism resources are fundamental for creating appealing tourism products that cater to the diverse needs of travelers To effectively attract both domestic and international tourists, these products must be varied, rich, unique, and innovative The abundance and diversity of tourism resources significantly enhance the attractiveness and range of tourism offerings Consequently, these resources are vital for tourism development, serving as a crucial factor in drawing visitors and ensuring the success of tourism businesses The greater the variety and uniqueness of tourism resources, the more compelling and effective the tourism experience becomes.
Tourism technical facilities encompass essential buildings and infrastructure that cater to tourists' needs, including hotels, restaurants, shops, parks, roads, drainage systems, and electrical networks within tourist areas These facilities are crucial for the effective production and marketing of tourism products, significantly enhancing the overall visitor experience.
2.5.2.2 Technical Infrastructure of Social Infrastructure
The technical infrastructure that supports social infrastructure consists of essential facilities developed by society as a whole, rather than by tourism organizations This includes vital components such as roads, airports, railways, and ports, as well as public parks, residential commercial networks, telecommunications systems, drainage and electricity networks, and cultural venues like movie theaters, theaters, and museums.
The technical infrastructure crucial for tourism includes air, road, and waterway transit, initially developed for local residents and later adapted for tourists This infrastructure holds significant importance as it is strategically located near tourist destinations, influencing the pace of tourism development and the quality of tourism services.
Workforce
Utilizing tourism facilities and technical tools is crucial for maximizing tourism resources and delivering effective products and services to travelers The tourism industry primarily relies on skilled labor, necessitating extensive professional training This specialization is particularly evident in establishments that provide accommodation, dining, and various tourism-related services.
Tourism Development Policy
Effective tourism development policies are essential for enhancing national and local tourism capabilities Diversification strategies and regulations aimed at attracting international tourists play a crucial role in this process It is vital that these policies are well-formulated and executed to ensure alignment between objectives and practical outcomes To meet the growing demands of tourists, a coherent and scientific approach to tourism design and organization is necessary Professional planning and management are key to guiding tourism in the right direction and boosting its appeal to visitors.
Tourist Environment
The tourism environment encompasses both natural and humanistic aspects, essential for any tourism activities to thrive (Nguyen Minh Tue, 2007) Natural tourism relies on the sustainable use of resources, emphasizing the need for environmental restoration and preservation In contrast, a humane tourism environment fosters genuine hospitality, free from aggressive marketing tactics and overcrowding, ensuring a warm welcome from locals Safety is a critical concern for tourists, particularly in regions lacking professional tourism management and facing socio-economic challenges.
CASE DESCRIPTION
General Overview of Hoi An Ancient Town
3.1.1 Introduction to Hoi An Ancient Town
Hoi An Ancient Town is an ancient town located within the lower Thu Bon River, within the dry land of Quang Nam province, Vietnam, about 30 km south of
Hoi An, located in Quang Nam province, is a historic city featuring well-preserved ancient quarters dating back to the 16th century Known as Faifo in ancient Western documents, Hoi An Ancient Town has been designated a UNESCO World Heritage Site since 1999 This charming destination attracts numerous tourists from nearby Da Nang, offering a glimpse into its rich cultural heritage.
Picture 3.1 Hoi An ancient town
Hoi An, a unique traditional port in Vietnam, is home to over 1,000 well-preserved architectural monuments, including streets, houses, assembly halls, temples, pagodas, ethnic churches, ancient wells, and tombs Visitors traveling from Hanoi to Da Nang can experience the rich blend of traditional artistic styles that define this remarkable destination.
Vietnam and shows the exchange of cultural integration with Eastern and Western countries.
Hoi An is a vibrant historical town characterized by traditional structures from the 17th to 19th centuries, nestled along narrow streets This unique blend of townhouses, religious sites, and spiritual architecture reflects the city's urban evolution The town showcases a rich cultural tapestry, with Chinese-influenced assembly halls and temples situated alongside traditional Vietnamese homes and French-style architecture As a result, Hoi An is often regarded as a living museum of architectural heritage and a testament to diverse lifestyles.
Hoi An is a captivating destination for tourists, showcasing a rich blend of cultural values through its diverse architecture and vibrant intangible cultural activities The city actively preserves and promotes its cultural festivals, traditional craft villages, and unique culinary offerings, enhancing its appeal and charm.
3.1.2 Geographical Position and History of Formation
Hoi An, once known as Hoi An town, is situated at the confluence of the Thu Bon River in the coastal plain of Quang Nam Province, approximately 30 kilometers south of Da Nang.
To the East, it borders on the East Sea.
To the South, it borders on Duy Xuyen district.
To the West and North, it borders on Dien Ban District.
Hoi An boasts a rich history, marked by the influence of two prominent cultures: the Sa Huynh and Cham Pa civilizations Archaeological discoveries in the Hoi An area have revealed over 50 sites associated with the Sa Huynh culture, highlighting the region's cultural significance.
After the Sa Huynh culture, from the second century to the fifteenth century,the entire strip of Central Vietnam was under the system of the Kingdom of
Champa is renowned for its historical monuments, particularly in Tra Kieu and My Son The preservation of water resources and the care for the intricate statues reflect the influence of Dai Viet, Chinese, and Middle Eastern cultures from the 2nd to the 15th centuries, highlighting the area's rich development and cultural significance.
Picture 3.2 Hoi An Ancient Town in the early years of 2010
Since the 15th century, Hoi An has been part of Dai Viet and evolved into a vibrant commercial hub In the 16th century, during the reign of the Church dynasty, Hoi An flourished as a significant center for international trade By the 17th century, the growth of commercial activities led to the establishment of various foreign neighborhoods in Hoi An, including notable Japanese streets.
Hoi An has a rich history of Chinese immigration, beginning in the mid-17th century when Chinese settlers established numerous Minh Huong communes Over time, the Chinese community grew and increasingly replaced the Japanese presence in the area This cultural exchange led to a collaborative effort between the Vietnamese and Chinese to rebuild and enhance the city, shaping Hoi An into a vibrant hub of cultural diversity.
In the nineteenth century, Hoi An experienced a decline as it lost its status as an international trading town due to restrictive foreign policies, particularly towards Western nations The situation worsened in 1888 when Da Nang was designated as the French administrative center, leading to a shift in commercial activities away from Hoi An Despite this decline, many architectural remnants from this era, including traditional halls, still exist in the old town today.
Urban Architecture of Hoi An Ancient Town
The Old Quarter, situated in Minh An Ward, spans approximately 2 km² and features a network of short, narrow, and winding roads arranged in a chessboard pattern The area's topography gently slopes from north to south, with Tran Phu Street serving as the main thoroughfare, showcasing significant architectural landmarks and traditional Hoi An houses.
Hoi An, an ancient town in Southeast Asia, is renowned for its well-preserved transport communication systems and architectural heritage, dating from the seventeenth to the nineteenth centuries The town features a unique blend of architectural styles, including traditional Vietnamese homes, French colonial buildings, and religious structures influenced by Chinese culture, such as temples and shrines This rich tapestry of history makes Hoi An a significant cultural and historical destination.
Picture 3.3 The old houses of Hoi An ancient town
In Hoi An, the most prevalent architectural style is the tube-shaped townhouse, typically featuring one or two floors These houses are framed with brick walls on either side and generally range from 4 to 8 meters in width and 10 to 40 meters in depth Each structure is thoughtfully divided into three functional areas: business space, living space, and worship space This unique architectural design reflects the cultural heritage of Hoi An, making it a significant aspect of the town's historical character.
Criteria Recognizing Hoi An as World Cultural Heritage
In December 1999, during its 23rd session, UNESCO designated the ancient city of Hoi An as a world cultural asset, acknowledging its outstanding values based on two specific criteria.
Hoi An is an outstanding physical manifestation of the combination of cultures through periods in an international trading port.
Hoi An may be a typical example of a superbly preserved traditional Asian port.
The Value of Hoi An Ancient Town in Our country's Tourism Industry
Hoi An has maintained a wealth of tangible and intangible cultural heritage throughout its history, reflecting its developmental stages These preserved heritages bring the cultural landscape of Hoi An to life, enhancing its appeal and gradually transforming into a valuable resource for tourism development.
Hoi An ancient town holds significant cultural value, recognized as a national-level monument by the Ministry of Culture in 1985 through Decision 506/VH-QD Following this recognition, the Prime Minister authorized the Ministry to collaborate with local authorities and relevant organizations to pursue UNESCO registration for Hoi An as a World Cultural Heritage site.
Hoi An has experienced significant breakthroughs in tourism development, establishing itself as a top tourist destination in the Central region The surge in visitor numbers presents opportunities for enhanced tourism promotion and activities designed to extend visitors' stays in the historic old town While this influx of tourists contributes to the town's appeal, it also raises concerns about overcrowding, prompting the need for the development of additional satellite tourism destinations.
After exploring Hoi An ancient town, visitors have the opportunity to discover nearby attractions, including craft villages and eco-tourism areas They can enjoy a scenic cruise on the Hoai River, take in the sights of the old town, or venture into the Bay Mau coconut forest on traditional basket boats Additionally, a trip to Cu Lao Cham allows travelers to explore the enchanting biosphere reserve nestled in the sea.
The influx of tourists has enriched the old town's atmosphere with diverse costumes, languages, and behaviors, creating a vibrant cultural tapestry This increased interaction has also invigorated the local pace of life, driven by the dynamic exchange and trade activities between residents and visitors.
Tourism in Hoi An has surged, enhancing local awareness about the importance of preserving the old town, which not only safeguards cultural heritage but also boosts economic development This growth provides local communities and authorities with increased funding for the preservation and restoration of cultural sites, supported by both provincial and central government initiatives.
The Potential to Attract Tourists of Hoi An Ancient Town
Experience the charm of Hoi An with its captivating sightseeing programs that blend the historic Old Quarter with leisurely seaside resorts Spanning approximately 7 kilometers, these popular tourist destinations offer visitors a perfect escape to unwind, relax, and enjoy traditional folk games amidst stunning coastal views.
Cua Dai Beach : Located only 5km from the center of Hoi town, Cua Dai beach is one of the famous tourist destinations of Hoi An.
Cua Dai Beach is a stunning destination where the Thu Bon, Truong Giang, and De Vong rivers converge before flowing into the East Sea Its captivating beauty is highlighted by endless stretches of white sand and the shade of tall green coconut trees, making it a must-visit for travelers.
Picture 3.4 Cua Dai Beach- Hoi
Ha My Beach : Located on the coastal route connecting Da Nang city and Hoi
Ha My Beach, an ancient town near Hoi An, has recently emerged as a hidden gem on the tourist map Often referred to as a "sleeping fairy," it remains untouched and retains its pure, pristine charm, making it a must-visit destination for travelers seeking an authentic experience.
Ha My Beach captivates visitors with its pristine white sand, crystal-clear blue waters, and lined poplar trees, complemented by shady coconut palms This enchanting beauty has earned it a spot among the 16 most stunning beaches in Asia.
Picture 3.5 Ha My Beach-Hoi An
An Bang Beach: Located in Cam
An ward, Hoi An city, An Bang beach is like the paradise of sea lovers An
Bang Beach contains a peaceful and tranquil beauty, in stark contrast to the colourfull and bustling Cua Dai beach.
Picture 3.6 An Bang Beach-Hoi An
3.5.2.1 Cu Lao Cham Biosphere Reserve
Cu Lao Cham is an archipelago of eight islands, shaped like a bow, located southeast of the Bach Ma - Hai Van - Son Tra granite block, which originated approximately 230 million years ago The region's geological upheaval and tectonic activity have led to the formation of unique caves and stunning landscapes, showcasing pristine beaches and remarkable natural beauty.
Cham Island is home to seven nationally recognized monuments, which are part of a larger collection of 25 architectural and religious relics dating from the 18th to the 20th centuries These significant sites are preserved within Cu Lao Cham, showcasing the island's rich cultural heritage.
Picture 3.7 Cu Lao Cham Biosphere Reserve
3.5.2.2 Bay Mau Coconut Forest Ecotourism Area
Picture 3.8 Bay Mau Coconut Forest
Thuan Tinh Ecotourism Area, located in the Bay Mau Coconut Forest of Cam Thanh commune, was officially recognized as a tourist destination by the Quang Nam Provincial People's Committee in 2009 Situated just 3 kilometers from Hoi An ancient town, this unique ecotourism site is characterized by its lush green coconut palms and diverse mangrove ecosystem near Cua Dai, making it a haven for various plant species and brackish water wildlife.
The area offers a wide range of tourism services, including sightseeing boat rides, canoeing on the lake, fishing, and enjoying traditional water puppetry performances Visitors can explore handicrafts showcased in an old house designed in the style of Rural Vietnam, partake in camping, or relax with reading and picnic activities under the serene foliage Additionally, fully equipped bungalows provide a comfortable resting option for guests.
Hoi An, once a bustling port town and commercial hub for trade between Asian and European nations, boasts an Old Quarter that dates back to the 16th and 17th centuries This area remains remarkably preserved, showcasing a diverse array of monuments and architectural styles that reflect the unique blend of Vietnamese, Chinese, and Japanese cultures.
Hoi An's historical relics, including Cau Pagoda, ancient houses, assembly halls, museums, and churches, primarily date back to the 19th and 20th centuries These structures typically feature a maximum of two stories, with brick walls and wooden interiors Characterized by sloped roofs covered in yin and yang tiles, their architecture reflects a blend of traditional Vietnamese styles infused with influences from Japan and China, preserving the region's rich cultural heritage.
When visiting Hoi An, one cannot overlook its iconic landmark, the Cau Pagoda Nestled between Nguyen Thi Minh Khai and Tran Phu Street, this architectural gem exemplifies the unique charm and cultural heritage of Hoi An.
Picture 3.9 Cau pogoda-Hoi An
Cau Pogoda, a small yet enchanting gem in the heart of the town, features the intriguing yin and yang roof Constructed in the 16th century, it is known as the Japanese Bridge Pogoda In 1719, Lord Nguyen Phuc Nguyen visited and named it Lai Vien Kieu At the center of the bridge stands a small temple dedicated to Thien Dai De, while historically, the bridge served as a bustling trading hub on both sides.
Cau Pagoda, originally constructed by the Japanese, has undergone numerous renovations that have led to the gradual loss of its original Japanese architectural style, giving way to traditional Vietnamese design The pagoda measures 18 meters in length and is built from bricks, featuring an industrial wood exterior and a roof made of corrugated iron.
An ancient house, recognized as a National Heritage Site, serves as a unique venue for welcoming Heads of State and politicians from both domestic and international backgrounds This historic residence showcases a harmonious blend of Chinese, Japanese, and Vietnamese architectural styles, reflecting the rich cultural heritage of the region.
Picture 3.10 Tan Ky Ancient House
With the typical tubular architecture of the ancient city, this site consists of two overlapping horizontal bars, representing the celestial body and 5 vertical bars representing the five elements.
Harmonious architecture of the house expresses the dream of harmony between people and nature in Hoi City.
One of the most beautiful houses in Hoi An, this over 150-year-old structure showcases the exquisite Hoa Ha architectural style from China Remarkably well-preserved, it offers a glimpse into the lifestyle of past generations, particularly the affluent merchant class of the former Hoi An port The intricate wood sculptures and vibrant architectural details were skillfully crafted by artisans from the renowned Kim Bong carpentry village in Hoi An.
Picture 3.11 Quan Thang Ancient House
Real Situation of Tourism Exploitation in Hoi An Ancient Town
The transportation system includes: Roads, waterways, air routes (Da Nang International Airport is 30km from Hoi An city).
The province is experiencing rapid growth in post and telecommunications, financial services, banking, and internet services, which are essential for meeting the socio-economic development needs and the rising demands of both inland and coastal tourists The domestic water supply relies on a groundwater extraction system, providing 5,200m³/day sourced from the Vinh Dien River, located 10 km from the water treatment plant This facility features a Level I pump station equipped with three pumps, each with a capacity of 125m³/day, ensuring a total production capacity of 6,000m³/day for domestic use Notably, hotels account for 55.71% of the water consumption.
Waste water drainage and environmental sanitation: Currently all wastewater and rainwater are collectively collected by a canal system that collects rainwater and flows into the Thu Bon River.
The annual domestic solid waste collection and treatment system in Hoi An generates a volume of domestic solid waste of about 19,518 tons / year, equivalent to 46,471 m3/year.
Power supply system: Hoi An city is supplied with electricity from Cam Ha intermediate transformer station, including 2 transformers with a capacity of 5,600KVA-35 /(22)15KV each.
Since the establishment of its first mini hotel with 8 rooms in 1991, Hoi An has experienced remarkable growth in its hospitality sector, boasting 649 accommodation establishments and 10,575 rooms by the end of 2018 This includes a diverse range of options, with 153 hotels, 188 villas, and 302 homestays, reflecting a staggering 1,322-fold increase in hotel rooms over three decades.
An, with 10,575 rooms and welcome nearly 8 million visitors, each room has to receive 756 visitors per year on average.
Hoi An currently faces a shortage of accommodation options, particularly 5-star hotels and resorts, with only a limited number available by the end of 2018 As a result, many tourists are compelled to travel to nearby Da Nang for their lodging needs, highlighting the inadequacy of standard hotels in Hoi An to meet the growing demand.
Hoi An's average room occupancy rate stands at 65%, with 5-star accommodations reaching a remarkable 90-95% during peak seasons Aiming to establish tourism as a key economic sector, Hoi An plans to attract 12-14 million visitors by 2025 However, the city anticipates a shortfall of approximately 10,000 hotel rooms in the 3 to 5-star category This underscores Hoi An's rapid development of tourist accommodation facilities and its commitment to enhancing service quality to attract high-spending tourists for extended stays and repeat visits.
High quality tourism human resources is an extremely important factor to achieve the high competitiveness of the tourism destination in general and each business in particular.
The tourism workforce in Hoi An is predominantly young, with 93% of employees under the age of 45 This skilled labor pool possesses professional training and foreign language proficiency, aligning with current industry demands Additionally, there is a notable presence of highly trained workers, including university graduates, along with a diverse group of employees from other regions and countries.
3.6.4 Tourism Development Policy of Hoi An Ancient Town
It is possible to review a number of policies that the governments at all levels have implemented to firmly preserve and promote the cultural heritages of Hoi An ancient town.
Since the 1980s and 1990s, the Hoi An town Party Committee and government have implemented significant strategies focused on preserving cultural relics and heritage This approach emphasizes leveraging heritage as a foundation for economic development while ensuring that economic growth contributes to the preservation and enhancement of these valuable assets.
Local authorities are implementing policies to enhance people's livelihoods through heritage preservation, recognizing that the two are interconnected Efforts include promoting heritage in previously neglected areas like Nguyen Thai Hoc, Nguyen Thi Minh Khai, and An Hoi The development of suitable service activities in the Old Town is encouraged, alongside the facilitation of traditional crafts such as lantern making, quick sewing, carving, and food processing.
Since 2006, the People's Committee of Hoi An has implemented a support policy for heritage conservation, leveraging funding from central, provincial, and international sources to restore monuments This mechanism provides financial assistance ranging from 40% to 75% of total investment costs for privately and collectively owned monuments, while state-owned monuments receive full funding The level of support is determined by the monument's value and location, with greater assistance offered for valuable relics situated in challenging areas to access and promote As a result, this initiative has successfully rescued numerous private and collective monuments, including those in severe disrepair.
To maintain the aesthetic appeal of the tile roof system in the Old Town, authorities have implemented a policy that provides regular support for the repair of yin and yang roofs on monuments This initiative has facilitated funding for the restoration of traditional yin and yang tile roofs, reducing alterations to roofing materials and enhancing the overall beauty of the Old Town.
A recent survey in Hoi An reveals that pollution from untreated waste is contaminating rivers and coastal waters, exceeding permitted levels and endangering the local ecosystem and residents' livelihoods Additionally, adverse weather conditions, including severe storms and floods, combined with rising population density and urbanization, pose further threats to the region's environment and its wooden monuments, increasing risks of termites and fire.
ANALYSIS AND EVALUATION
Analysis and Evaluation
In 2019, Vietnam tourism reached a remarkable milestone, welcoming over 18 million international visitors, marking a 16.2% increase from 2018, while also catering to 85 million domestic tourists This surge in tourism generated approximately 720 trillion VND in revenue, positioning Vietnam among the top 10 countries globally for rapid tourism growth, as reported by industry news.
By 2020, the Covid-19 pandemic significantly disrupted economic growth in Vietnam and worldwide, with the tourism sector experiencing the most severe losses, making recovery challenging.
Picture 4.1 Vietnam tourism industry situation affected by CoVid-19 epidemic
In response to state regulations aimed at controlling outbreaks, travel tours have been temporarily suspended to avoid large gatherings and limit travel As a result, the travel, accommodation, dining, entertainment, and tourism sectors have experienced significant disruptions, leaving many businesses unable to sustain operations and leading to a wave of bankruptcies.
In today's competitive international tourism market, Hoi An is presented with both significant opportunities and challenges in attracting international visitors As the needs of modern tourists evolve, Hoi An must adapt to the diverse demands of travelers, not only from neighboring countries but also from various regions within the country.
Overall Evaluation of the Tourism Operation of Hoi An Ancient Town
Table 4.1 Revenue of Hoi An Ancient Town from 2018 to 2020
In recent years, Hoi An has seen a positive shift in its guest structure, highlighting the rise of high-quality accommodations and star-rated hotels The focus on potential tourism types, such as resort and cultural experiences, has contributed to a consistent increase in tourism revenue However, this growth faced a significant setback in 2020 due to the impact of the Covid-19 pandemic.
Based on the data table above, we can see:
In 2018, tourism revenue reached 4.155 billion VND.
In 2019 can be said to be the year with the highest revenue up to now, an increase of nearly 18% over the same period in 2018.
The COVID-19 pandemic severely impacted the economy, causing tourism revenue to plummet to just 1.068 billion VND in 2020, a devastating blow for the central region known for its thriving tourism If the current situation persists, it will be challenging to revitalize the local economy during ongoing outbreaks Therefore, it is crucial for the community to remain vigilant, ensuring that when the pandemic subsides, everyone can collaboratively work towards rebuilding and enhancing Hoi An, as well as recovering what has been lost.
4.2.2 Statistical Data of Tourists Coming to Hoi An Ancient Town for the Period Of 2018-2020
Table 4.2 Tourists coming to Hoi An ancient town in the period of 2018-2020
(Source: Chamber of Commerce and Tourism Hoi An)
Based on the above data tables, we see: The number of tourists has increased over the years:
In 2018, Hoi An had 7.2 million visitors to visit.
In 2019, with more than 8 million arrivals, an increase of 12% compared to
2018 Specifically, by the end of September 2019, the Hoi An tourism situation is detailed through expected statistics:
In the final quarter of the year, Hoi An is expected to welcome approximately 8,350,000 visitors, reflecting a 5.24% increase from 2018 However, this figure falls short of the annual target of 8,678,000 arrivals.
In 2020, the Covid-19 pandemic emerged as a global crisis, posing significant threats worldwide and severely impacting various sectors, particularly tourism In response, Vietnam has maintained strict measures to prevent and control the spread of the virus, resulting in the continued closure of international tourism and a decline in both visitor numbers and tourist accommodations.
2020 is estimated at more than 1,467 million, a decrease of 81% over the same period in 2019 In which international visitors were estimated at 763,900 arrivals,down 83.6%, domestic tourists were estimated at 703,500 arrivals, decrease 77.5%.
Initially, Hoi An has not exploited the regional market well, while according to the UNWTO World Tourism Organization report on tourist sources, there are 2 notable characteristics:
First, up to 80% of visitors come from regional countries.
In recent years, there has been a significant increase in tourists from developing countries, particularly from Northeast and Southeast Asia, East and Central Europe, the Middle East, South Africa, and South America Hoi An is well-positioned to attract a substantial influx of Chinese and Japanese visitors due to its rich historical and cultural ties The city's tourism potential enables it to draw a larger and more diverse range of tourists, especially from lucrative markets such as Europe and Australia.
Hoi An's traditional tourism markets, including France, Australia, Germany, the US, UK, and Canada, are crucial for sustaining high visitor numbers, as these countries represent some of the largest tourist demographics globally Additionally, promoting Hoi An tourism to Thailand is a cost-effective strategy compared to other markets.
The number of international retail tourists visiting Hoi An has been steadily increasing, with an impressive average growth rate of 21.3%, surpassing the national average However, this growth is not consistent, as external factors like epidemics and global economic crises can significantly impact international tourism in Vietnam.
Hoi An has experienced significant revenue growth, averaging 13.98% annually, reflecting a positive trend driven by strategic investments and tourism policies This increase highlights Hoi An's effectiveness in enhancing revenue, thereby contributing to the economic development of both the city and Quang Nam province.
Descriptive Statistics on Survey Subjects
A survey was conducted among 100 guests in Hoi An, comprising 40 domestic tourists and 60 international visitors, to assess their satisfaction levels The findings from this evaluation reveal key insights into the experiences of tourists in the area.
Table 4.3 Statistical results about survey subjects
DT IT DT IT DT IT
A recent survey on guest satisfaction in Hoi An evaluated five key criteria: destinations, food, accommodation, safety, and human resources Regarding the first criterion, 87.5% of 40 domestic tourists expressed satisfaction with the destinations, while 7.5% rated their experience as normal, and 5% were dissatisfied International visitors showed even higher satisfaction, with 95% pleased with Hoi An's tourist attractions These results indicate that Hoi An's destinations hold a significant appeal for tourists, with minimal dissatisfaction reported overall.
Type of guest Quantity ( Person)
The Ancient Town, along with attractions like Tra Que Vegetable Village, Thanh Ha Pottery Village, and Phuc Kien Assembly Hall, has captivated a wide range of visitors from both domestic and international backgrounds.
Food is the second key criterion to consider, with overall satisfaction remaining high at 95% for domestic tourists and 83.34% for international visitors However, there is a slight increase in customer dissatisfaction compared to the first criterion, as both domestic and international tourists report a dissatisfaction rate of 8.33%.
Accommodation plays a crucial role in enhancing guest satisfaction, as evidenced by a recent survey where 30 domestic guests rated their satisfaction at 75%, while 58 international guests reported an impressive 96.67% satisfaction rate Notably, only 2% of respondents expressed dissatisfaction, highlighting the effective development of accommodation facilities in Hoi An.
A recent survey highlights that tourist safety in Hoi An is notably high, with only 5% of respondents expressing dissatisfaction, while over 80% report satisfaction However, reviews regarding personnel services are more mixed, with overall satisfaction levels for both domestic and international tourists falling just below 70% Notably, 25% of domestic visitors and 15% of international guests indicated dissatisfaction, while the remainder fell within a neutral range.
Strengths and Weaknesses in Hoi An Ancient Town
Hoi An is strategically situated between two UNESCO World Heritage Sites: the Hue Citadel and the My Son Sanctuary Visitors to Hoi An can easily enhance their experience by taking a tour that includes both the historic Hue Citadel and the ancient My Son Sanctuary.
The locals are known for their friendliness and hospitality, making them excellent communicators with foreigners Their diverse skills and experiences contribute to their confident and dynamic nature, which attracts a significant number of international tourists to the area.
The ideal time for tourists to visit Hoi An is between February and April, when the weather is pleasant and rain is minimal During this period, visitors can enjoy the stunning scenery and partake in various activities, allowing them to fully appreciate the beauty of Hoi An without the discomfort of summer heat.
Hoi An is renowned for its stunning traditional architecture, where the harmony of homes, walls, and streets creates a picturesque setting The town's charm lies in its moss-covered roofs and rustic brick and timber structures, reflecting the simplicity and sincerity of its local inhabitants In the evening, visitors can explore the vibrant lantern street, adorned with colorful lights, or take a serene boat ride on the Hoai River, releasing flower lanterns into the water for a magical experience.
Hoi An's architectural relics offer a rich and captivating experience, making it a prime destination for both domestic and international tourists Visitors can explore the town's historical charm while enjoying a memorable vacation by booking a hotel in the heart of Hoi An.
Cua Dai Beach in Hoi An is a stunning destination featuring a pristine stretch of white sand Visitors can stroll along the soft sands, breathe in the refreshing ocean air, and savor delicious fresh seafood dishes.
Hoi An cuisine is renowned for its delicious and diverse offerings, making it a must-try for visitors Key dishes like Cao Lau, chicken rice, corn tea, stir-fried mussels, and rice paper rolls are essential for anyone exploring this vibrant city Additionally, tourists can enjoy free entry to various attractions during holidays, enhancing their travel experience in Hoi An.
In terms of tourism infrastructure and technical facilities
The infrastructure system remains poor The road system, riverway to tourist destinations isn't synchronous and of caliber, not connected to the network.
So infrastructure constraints still be a weakness that needs long-term investment.
The rapid development of technical facilities, accommodation, and tourism services has not yet resulted in a consistent scale or level of comfort in tourism products Currently, these offerings lack the grandeur and professionalism needed to meet industry standards.
Lack of synchronization of the infrastructure system, clearly revealed in areas like slow investment, widening arterial roads resulting in the old town, lack of parking lots.
Despite ongoing efforts to enhance human resources in tourism, a significant long-term weakness persists The current level of professional skills among tourism personnel falls short of the demands posed by the modern service industry, particularly in terms of integration and globalization Consequently, the tourism sector's human resources are not adequately equipped for the challenges of global connectivity and professional standards.
Despite the substantial size of the tourism workforce, there is a notable lack of well-trained professionals in the industry The quality of tourism training remains inadequate, leading to limited communication skills, especially in the specialized language of tourism.
Promotion of tourism promotion isn't professional, not methodical, and ineffective; just stop at promoting the overall image, haven't created a resonance and specific attraction for every tourism product or brand.