The role of english in promoting cultural tourism in ho chi minh city

MINISTRY OF INDUSTRY AND TRADE HO CHI MINH CITY UNIVERSITY OF INDUSTRY AND TRADE FACULTY OF FOREIGN LANGUAGES THE ROLE OF ENGLISH IN PROMOTING CULTURAL TOURISM IN HO CHI MINH CITY..

MINISTRY OF INDUSTRY AND TRADE

HO CHI MINH CITY UNIVERSITY OF INDUSTRY AND TRADE

FACULTY OF FOREIGN LANGUAGES

THE ROLE OF ENGLISH IN PROMOTING CULTURAL

TOURISM IN HO CHI MINH CITY

Student’s name(s): MAI BAO CHI Supervisor’s name: LE HANH VY

Ho Chi Minh City, 2023

HO CHI MINH CITY UNIVERSITY OF INDUSTRY AND TRADE

FACULTY OF FOREIGN LANGUAGES

THE ROLE OF ENGLISH IN PROMOTING CULTURAL

TOURISM IN HO CHI MINH CITY

The research project titled "The role of English in promoting cultural tourism in

Ho Chi Minh City" is my research effort carried out under the guidance and supervision of Ms Le Hanh W

1 All sources of information, data, and references used in this study have been duly acknowledged and cited in accordance with the prescribed citation style

2 Any contributions from other researchers or sources have been appropriately credited

3 Ownership of the materials used in this research, including text, images, multimedia and software, has been respected and complied with in accordance with applicable copyright laws and licenses

4 This study has not previously been submitted in any form for the award of any degree or diploma to any institution I understand that any misrepresentation, falsification or violation of ethical standards in this research work may have serious consequences, including the possibility of academic or legal action

Finally, I would like to express my sincere thanks to Ms Hanh Wy and other teachers and friends who helped me during the implementation process I wish all

of you good health and great success

Mai Bao Chi

ABSTRACT

The role of English in promoting cultural tourism in Ho Chi Minh City is instrumental in fostermg global engagement and enhancing the visitor experience English serves as a primary means for disseminating information about cultural attractions, historical sites, and events, enabling effective communication between locals and international tourists The proficiency of English-speaking tour guides enriches the cultural immersion for visitors, while English is integral to marketing strategies targeting a diverse global audience Collaborations with international partners in the tourism sector rely on English as a common language for negotiations and agreements

Additionally, the online presence of cultural attractions is shaped by English content, including reviews and social media interactions, contributing to the city's reputation and attracting a wide range of tourists interested in exploring its vibrant cultural heritage

Overall, English plays a pivotal role in positioning Ho Chi Minh City as a compelling destination for cultural tourism on the global stage

1.2 Statement of the Problem

1.3 Significance of the Study

1.4 Purpose of the Study

1.5 Research Questions

1.6 Research Hypothesis (if any)

1.7 Definition of the Keywords

1.8 Limitation and Delimitation

CHAPTER 2: LITERATURE REVIEW

LIST OF ABBREVIATIONS

LIST OF FIGURES

LIST OF TABLES

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CHAPTER 1: INTRODUCTION

1.1 Rationale

According to Tuoi Tre newspaper, in 2023, Vietnam's tourism industry aims to welcome about 8 million international visitors Among the target tourist markets, tourists from Europe, America and some countries in Southeast Asia

in particular and Asia in general account for the majority According to the Ho Chi Minh City Department of Tourism, in June 2023 alone, the number of international visitors to the city has reached nearly 250,000, an increase of 15.4% over the same period in 2022 even though this is not the peak season International visitors to the city are mainly from Korea, India, ASEAN countries, America, Australia

In the first 6 months of the year, there were more than 1.9 million international visitors to the city, an increase of 306% over the same period in 2022 but only reaching 38.8% of the plan In 2023, the city aims to welcome 5 million international visitors, more than 35 million domestic visitors, and a total revenue of about 160,000 billion VND

English has long played an important role in promoting cultural tourism in Ho Chi Minh City, Vietnam Ho Chi Minh City, commonly known as Saigon, is a vibrant and culturally rich metropolis that has seen a tourism boom in recent years This increase can largely be attributed to the widespread use of English

as a means of communication and interaction between tourists and locals The role of English in this context is multifaceted, as it facilitates cross-cultural exchange, enhances the visitor experience and contributes to the city's economic growth English is an important means to facilitate interaction between international tourists and local people, but there are still many

limitations even though Ho Chi Minh City has made great progress in serving international tourists including English signs, menus and promotional materials Understanding that, I want to understand and deeply analyze the multifaceted relationship between English and cultural tourism in Ho Chi Minh City, and propose policies, strategies and practices that can enhance travel experiences, support cultural preservation and contribute to tourism development as well as the city's

1.2 Statement of Research problem and Objectives/ Question

Finally, this study offers some suggestions and effective measures to contribute to the development and improvement of tourism quality through English

The study addresses the following research questions:

1/ To what extent does the English proficiency of local people in Ho Chi Minh City influence communication and interaction with international tourists, especially in promoting cultural understanding and enrichment? More experiences?

2/ How does using English help preserve and introduce Ho Chi Minh City's cultural heritage and local traditions to international audiences?

3/ How does the role of English in promoting cultural tourism in Ho Chi Minh City compare to other international tourist destinations? What best practices can be adopted or improved?

1.3 Scope of the Study

Research on factors affecting the role of English in promoting cultural tourism

in Ho Chi Minh City Because time and knowledge are limited, research cannot solve all difficulties It only focuses on common difficulties if we want

to improve the difficult problems affecting the role of English in promoting tourism culture

1.4 Significance of the Study

The importance of this study lies in its ability to shed light on various aspects that impact the city's tourism industry and cultural preservation Because the role of English in promoting cultural tourism in Ho Chi Minh City 1s important for tourism development, economic growth and overall benefit to the city and its people These findings can inform policies, strategies and practices to ensure that tourism benefits both visitors and local communities while respecting and preserving cultural heritage of the city

1.5 Structure of the Study

The subsequent chapters of this research are structured as follows:

» Chapter 2: Literature review

» Chapter 3: Research design

» Chapter 4: Findings and discussions

>» Chapter 5: Conclusion

Limitation and Delimitation

In the context of research on the role of English in promoting cultural tourism in

Ho Chi Minh City, below are some potential Limitations and Delimitations:

*Limitations

1 Language bias: Research may be conducted primarily in English, which may cause language bias It can limit access to non-English speaking locals and tourists who can provide valuable perspectives

2 Resource constraints: Budget and resource constraints may limit the scope

of the study, including the ability to conduct field research or large-scale surveys

3 Data Collection Challenges: Collecting data in a diverse and dynamic tourism environment can be challenging Weather conditions, local events, or unexpected disruptions may affect data collection

2 Exclusion of Non-English Speakers: The exclusive use of English m the tourism sector might inadvertently exclude or marginalize individuals who do not speak the language, limiting their participation or access to certain opportunities within the industry

3 Dependency on Translation Services: While English might be a common language for many tourists, relying excessively on translation services or English-speaking guides might deter a more authentic and direct cultural experience for visitors

4 Preservation of Local Languages: Overemphasis on English might inadvertently undermine the preservation and usage of local languages, risking the loss of linguistic and cultural diversity in the region

5 Cultural Misinterpretation: Relying on English alone for communication might sometimes lead to misinterpretations or misunderstandings of cultural customs, potentially affecting the visitor experience or local perceptions

CHAPTER 2: LITERATURE REVIEW

2.1 An overview of English- the powerful language of the world

According to Ethnologue, there are currently about 7,139 languages recognized worldwide However, this number is gradually decreasing, with an estimated 2,400 languages at risk of disappearing In particular, Papua New Guinea is the country with the most languages used in the world, up to 840 languages However, according to an article by WorldAtlas, there are only 3 officially recognized

languages in Papua New Guinea: English, Tok Pisin and Hiri Motu To clearly reflect the power of language, Dr Kai L Chan - a distinguished fellow at INSEAD and also a lecturer at the University of Toronto and Concordia, conducted a study called The Power Language Index (Power Language Index, abbreviated PLI) By

2050, English is the most powerful language in the world and Chinese (Mandarin)

is in second place Spanish becomes the third most powerful language, followed

by French The remaining rankings belong to Arabic - 5th place, Russian - 6th place, German - 7th place, Portuguese - 8th place, Hindi - 9th place and Japanese

is the last language in the top 10 most powerful languages by 2050 Today's employers have rapidly changing expectations that human resources must possess the indispensable skill of the ability to collaborate effectively with each other without being hindered by cultural factors, borders and languages language That

is why English skills become the key to solving problems

Simon Young, BTEC Portfolio Manager for Pearson Asia, said that because supply chains and customer bases now span the globe, multinational companies have determined that English proficiency has becomes a requirement, not just a useful skill “It seems that English has become an important skill for business

communication, no matter what role you take on So, m countries like [Southeast Asian countries], with a strong local workforce, interacting with other departments requires being able to communicate well in English English has become a global means of communication.”

English as a lingua franca has been recognized as a means of

international/intercultural communication across linguistic borders in modern everyday life As Robert McCrum in “Globish: How the English Language Became the Language of the World” (2010) said, “thanks to Microsoft, Vodafone, Orange and Apple, this rejuvenated lingua franca has have the ability to zoom through space and time at unprecedented speeds, reaching unprecedented new

audiences” 10 According to statistics, the role of English in the world can be illustrated by the following facts provided by the British Council: — English has official or special status in at least 75 countries, with a total population of numbering more than two billion people; — a quarter of the world's population speaks English to some degree; Demand from the remaining three-quarters is increasing; — more than 2/3 of the world's scientists read in English; — 3/4 of the world's letters are written in English; — 80% of information stored electronically in the world is in English

2.2 Overview of English in Viet Nam

Vietnam's constitution stipulates that Vietnamese is the national language of Vietnam, but English is also an official foreign language subject taught in the national education system, and 1s also studied or used by many classes of people in trade According to the EF English Proficiency Index, Vietnamese in Vietnam have only used English at an "average" level for many years, especially in 2019 falling into the "poor" category[1] (excluding the number of overseas Vietnamese who already use English fluently as native speakers)

2.2.1 Definition of English playing an important role in any field in Vietnam English plays an important role in many fields in Vietnam because it is not only an international language but also the main communication tool in many working and learning environments English is the main language in international meetings, conferences, and many international events This helps Vietnamese businesses, organizations and individuals actively participate in the international community

In the international business environment, using English is important to carry out transactions, negotiate contracts, and build commercial relationships with foreign partners In the field of education, many high-level training programs use English

as the language of instruction Research and publication of research results are also often conducted in English to reach the international community

The tourism industry is also particularly aware of the importance of English Effective communication with international visitors as well as in the process of promoting the country require proficiency in English

Nowadays, with the development of the IT industry, English has become an important part of reading documents, participating in forums, and working with international colleagues

For human resources and recruitment, during the recruitment process, many companies evaluate candidates not only by their professional knowledge but also

by their ability to use English Candidates with good English communication skills often have an advantage

The importance of English in Vietnam is not limited to a specific field but it is a decisive factor in many aspects of economic, social, and cultural life

2.2.2 The importance of English in the strong integration of Ho Chi Minh tourism

The influence and importance of English in Viet Nam are widespread and continue

to grow English proficiency is seen as a valuable skill that enhances educational and career opportunities, facilitates international relations, and connects the Vietnamese people to the global community The government, educational institutions, and businesses in Vietnam recognize the significance of English and continue to invest in its promotion and development It can be said that English 1s the second official language of Vietnam to help start-up businesses reach the world This is also the proposal of (Minister of Information and Communications Nguyen Manh Hung In 2018)

English is one of the most commonly used languages in the world and plays an important role in many fields, including technology, education, economics, tourism, and more In Ho Chi Minh City, English also plays an important role in connecting with the outside world and improving job opportunities for people The development of English in Ho Chi Minh reflects the rapidly developing economic and social situation of this city Improving English skills has become an important priority for many people and businesses in Ho Chi Minh City to take advantage of opportunities and participate in an increasingly competitive international environment " When you have English skills, you are more marketable You will

be able to catch up with world news, which translates into knowledge and power English usage in Ho Chi Minh is already happening Look at café menus, building

names, there are even young Vietnamese people sitting in a Starbucks shooting English at each other." (Chuong, 2018)

According to Dr Tran Huong Quynh, currently Head of the Department of English Linguistics, Faculty of English Education at Hanoi University of Education, English is currently considered a tool to open the door of knowledge for people study today

“Learning is extremely important, and students want to learn knowledge that is useful to themselves, instead of simply focusing on English For example, students can combine English and science, English and geography, or even combine learning English with learning presentation skills or other important 21st century skills

Ms Quynh said: "You should learn English in a specific context and need to be exposed to the language every day, whether in a professional context or performing tasks, or in everyday conversations with clear learning goals Therefore, learners should have the opportunity to learn English that is being used in real situations, not just the language in books." Learners should determine why they want to learn English to ensure they can set the correct goals and focus on the right areas Dr Quynh emphasized that to improve their English proficiency, learners must understand the differences between general English, academic English and business English, then choose the learning direction that suits them .“In my opinion, to improve English skills, we need

to focus on all three areas, which are academic English, business English and communication English Each area focuses on one aspect of English, so learners need to use English appropriately in different contexts Academic English is the English needed in research, learning and teaching environments

Ms Quynh said: "For business English, learners can use English in a professional environment and have the ability to communicate at work For example, workers must be able to write, read, understand and respond to emails

in appropriate language, and be able to give presentations or participate in business meetings using English

From the beginning of 2022 until now, Vietnam has continuously been in the group of destinations with the highest growth rate in the world, with a growth rate of 50 - 75% Meanwhile, Ho Chi Minh City is on the list of destinations most sought after by the international community along with Hanoi, Da Nang, Phu Quoc, Hoi An (According to Tuoi Tre Newspaper) It can be seen that currently Ho Chi Minh City is a famous tourist destination and English is very important in the hotel sector, because hotel staff, tour guides and restaurant staff require English to serve international tourists effectively

In short, English is not only a means of communication but also an important factor in developing the tourism industry in Ho Chi Minh, helping to connect, interact and attract international tourists to this city Cultural tourism plays an important role in promoting the economic and social development of Ho Chi Minh City Ho Chi Minh City is not only a major economic center but also an attractive destination with a diverse culture and rich history Promoting cultural tourism in this city brings many important benefits “Ho Chi Minh City is very interested in the tourism industry, because this is an integrated economic sector If tourism development is done well, it will contribute to building the brand and image, helping the city demonstrate its leading role both region and country Therefore, it is necessary to focus on investing in tourism to achieve more profits.” Chairman of Ho Chi Minh City People's Committee Phan Van Mai affirmed

In 2022, the Department of Tourism has gathered and encouraged businesses to accompany the recovery and development of the tourism industry, positively impacting the recovery of the city other industries and fields The total number of tourists coming to Ho Chi Minh City in 2022 will reach 34.7 million, an increase

of 271% over the same period in 2021 Total tourism revenue in 2022 will reach 131,138 billion VND, an increase of 196.4% over the same period in 2021 In the first year of 2023, the total number of tourists will reach 8.6 million, an increase of 79.17% over the same period, total tourism revenue will reach 36,112 billion VND, an increase of 77.2% over the same period in 2022 Accommodation services Food and beverage increased by 37.2%, travel and tourism services increased by 84.5%, contributing to the recovery of the City's service economy (Director of the City Department of Tourism Nguyen Thi Anh Hoa)

Of the total of nearly 8.9 million international visitors to Vietnam in the first 9 months of 2023, visitors arriving by air reached nearly 7.8 million, accounting for 87.5% of international visitors to Vietnam and 4 times higher 7 times the same period last year; by road reached more than | million people, accounting for 11.8% and 4.9 times higher; by sea reached 64 thousand people, accounting for 0.7% and 129.6 times higher In September, the Government also assigned the Ministry of Culture, Sports and Tourism to review, research and adjust the goal of welcoming international visitors in 2023 in accordance with the actual situation to create further breakthroughs According to calculations by the Vietnam Tourism Advisory Board (TAB), with the current positive situation, Vietnam can raise the target of welcoming international tourists to at least 10 - 12 million visitors this year 2023, the increase corresponds to other countnes in the region

With the number of international visitors accounting for an increasing rate, the use

of foreign languages plays an important role in tourism, specifically supporting international tourists to move, explore tourist areas, and enhance their travel

abilities customers exploit the service It can be said that bilingual and

multilingual guide signs serve as a useful and convenient communication tool to help foreign tourists have a better travel experience at tourist attractions To achieve this goal, the quality of foreign language content on tourist guide signs needs to be taken into account when building a guide sign system According to Skibitska (2015), scholars have studied the use of foreign languages in tourism, and many of them such as Duff (1981), Newmark (1993) and Snell-Hornby (1999) evaluate the quality Translating tourism texts into foreign languages is not good

In addition to analyzing the limitations and difficulties that translators are facing in translating tourism texts, especially translating terms into foreign languages, some scholars such as Luo and Li (2006) , Ko (2010), Mu oz (2012), Dastjerdi and Abdolmaleki (2013) identify problems that appear in the translation of tourism texts into foreign languages Studies have used different ways to classify problems that arise when using foreign languages on tourist guide signs In general, studies show that foreign language use has many problems ranging from errors in spelling, grammar, word choice, to lack of translation, repetition, wrong style, etc

In Vietnam, tourism is an industry that is on the rise in the trend of international integration To meet this development need, there have been many studies in the fields of tourism, but there are still not many studies analyzing language on tourism texts, specifically analyzing the use of foreign languages in tourist signs as

an unrealized genre of discourse Surveying the current situation of using English

in tourist guide signs to point out advantages and limitations, thereby making suggestions for improvement, is one of the necessary efforts to contribute to improving service quality tourism

Among the 5 types of tourist guide signs, 63.05% of signs have foreign languages,

of which English signs account for 65.51% of the total number of signs using foreign languages The types of signs with the highest frequency of using foreign languages are information signs, captions (74.65% of signs have foreign

languages, of which 67.61% are English) and instruction signs (63.46% of signs have foreign languages and are all in English) Older brother) Most signs are bilingual or multilingual The number of instruction signs with accompanying illustrations (pictograms) is very small, only accounting for approximately 18% of the total There are no signs that only contain illustrations and no language language The majority of instruction signs are in Vietnamese (97%), the remaining 3% are signs entirely in English, there are no signs that are only in French or Chinese The number of signs using English or other foreign languages accounts for approximately 62%, mainly in the form of greeting signs, information signs and instruction signs Thus, 1t can be seen that in multilingual signs, the foreign language used is mainly English Mn Tran Doan Phi Anh - former director

of the Southern Center for Transportation Research and Development - said that the proposal to widely apply English to the system of traffic signs and traffic signs

in Ho Chi Minh City is Completely reasonable, needs urgent implementation In fact, big cities like Hanoi, Ho Chi Minh City, Da Nang are developing their economy and tourism, attracting many foreign tourists to visit and invest Therefore, if two languages can be used in parallel on the same sign, it will help foreigners clearly understand road and traffic regulations in Vietnam to travel in accordance with the Traffic Law

2.3.3 Events promoting tourism to international tourists and spreading indigenous cultural values in Ho Chi Minh City

Cultural events and activities: Events, exhibitions, cultural activities and entertainment programs often use English to attract participation from the international community

Recorded at Ho Chi Minh City International Tourism Fair 2023 (ITE HCMC 2023) A series of events have been organized: a seminar on destination

communication, a seminar on marketing and communication strategies to attract international visitors, ASEAN Excellence Public Relations Award ceremony, World Travel Awards 2023 Asia-Oceania region

The Organizing Committee of the World Travel Awards 2023 in Asia-Oceania region has repeatedly chosen Ho Chi Minh City as the awarding destination, affirming the trust of the international community and the position of Ho Chi Minh City In particular, Vietnam in general is an ideal destination for continental and world-class events The fair has the presence of 3,500 delegates from national tourism organizations, tourism research units, companies, travel agencies in Ho Chi Minh City, 199 international buyers from 42 countries and territories

Mr Le Truong Hien Hoa, Deputy Director of Ho Chi Minh City Department of Tourism, said that the city's tourism industry always follows closely and

implements the goal of promoting the image of a vibrant and friendly city; one of Vietnam's key tourist centers for domestic and foreign tourists The impressive results of the fair have proven efforts to expand the market share of international tourists to Vietnam, creating a breakthrough in tourism promotion work

nationwide in general and Ho Chi Minh City in general private

Within the framework of the program "Welcome to Ho Chi Minh City,” for the first time, tourism images of Vietnam's largest economic center were promoted on the famous American television channel, CNN The video broadcast on CNN has two themes "Welcome to Ho Chi Minh City," "Ho Chi Minh City- Vibrant City," and was broadcast in the Asia-Pacific and North America regions

Mr Duong Anh Duc, Vice Chairman of Ho Chi Minh City People's Committee, said that Ho Chi Minh City and CNN Group (USA) still have many areas where they can cooperate to create effective media products value, bringing benefits to both sides In particular, Ho Chi Minh City will continue to further strengthen

coordination with CNN and its partners in communication activities, further introducing the City's tourism potential such as diversity and uniqueness about culture, people, destinations

According to Mf; Neuven Khoa My, Chairman of Vietnam Public Relations Network (VNPR), strengthening cooperation in public relations and international communications brings opportunities to share and learn from the tourism industry

of other countries, contributing to promoting the development of Vietnam's tourism industry

2.3 Summary

In chapter 2, it focuses mainly on the influence of English on the tourism scene

in Ho Chi Minh City today, along with reference materials that I have collected myself, in addition to other events International exchange events show the trend of globalization and international integration, further affirming the importance of English in tourism - a key sector of the Vietnamese economy

CHAPTER 3: METHODOLOGY

I conducted this research at Ho Chi Minh City University of Industry and Trade &

A Travel Mate travel company The purpose of the study is to help better understand the role of English in promoting cultural tourism in Ho Chi Minh City

In the current era of globalization, when relationships between countries are increasingly expanding in all fields of education, trade, communication, technology and of course tourism is indispensable Learning a foreign language will bring new opportunities for yourself I deeply understand that, for those who dream of conquering "five continents and four seas", being fluent in English is an indispensable part of their travel luggage In particular, you can connect with friends on the road or even locals When I started working at a travel company, I realized English was an important bridge in my work and is currently the most popular language in the world Those are the reasons why I chose to learn about the role of English in promoting tourism and culture

To meet the objectives of the study, the use of surveys was a well-established method in this study The reason for using this method 1s because it takes into the purpose of understanding the impact and role of English in promoting tourism and culture of Ho Chi Minh City Quantitative research method is the collection and analysis of information based on data obtained from the market The purpose of quantitative research is to draw conclusions about the market through the use of statistical methods to process data and figures

Quantitative research is often based on deductive reasoning, meaning it tests a theory or a hypothesis using empirical evidence Quantitative research is also influenced by empiricist and positivist philosophies, which emphasize the importance of objectivity, measurement, and verification

According to John W Creswell (2014; 295), quantitative research is a means of testing objective theories by examining relationships between variables that are often measurable on instruments Numerical data can be analyzed using statistical

processes through polls, survey questionnaires or by processing available statistical data using computational techniques Quantitative research focuses on collecting numerical data and generalizing the data across groups of people or to explain a specific phenomenon (Babbie, 2010; Muijs, 2010) In this study, information was collected, distributed and analyzed through survey questionnaires Interviewing students & individuals working at the travel company A Travel Mate

to get opinions on the importance and role of English in promoting and nurturing cultural tourism in Ho Chi Minh City This design was intended to meet the objectives of the study

3.1 Research participants and sampling

® Sampling

The research setting for studying the role of English in promoting cultural tourism

in Ho Chi Minh City involves selecting specific locations, venues, and

communities within the city to conduct the research Here are aspects of the research setting:

Figure 3.1: Ho Chi Minh University Of Industry and Trade

17

travelmate

Figure 3.2: A Travel Mate’s logo

By conducting research in these diverse locations within Ho Chi Minh City, research can provide a comprehensive understanding of how English is used in promoting cultural tourism and the impact of it to the experiences of tourists in different cultural environments All information collected for this study came from individuals participating in this survey Subjects participating 1n this survey include: HUIT students and individuals working at the travel company A Travel Mate

Let's talk about HUIT first HUIT is a university under the Ministry of Economy and Trade, responsible for directing the school's daily activities Ho Chi Minh City University of Industry and Trade (English: Ho Chi Minh City University of Industry and Trade; HUIT) is a public higher education institution directly under the Ministry of Industry and Trade, providing multidisciplinary training The field with strengths in industry and commerce was established on September 9, 1982

HUIT consists of four separate campuses, each with a sizable faculty team, dedicated to their work and highly skilled in their respective fields In this institution, there are a total of 16 faculties and each faculty offers students a variety of educational possibilities aimed at matching the criteria imposed by the current society Graduates now have much better career progression prospects as a direct result of this The school's educational philosophy is: "Learn actively, work creatively, live responsibly"

To implement this idea, the school's Foreign Languages Department has made extensive preparations and meticulous planning to help students achieve high results at the end of their studies

A Travel Mate Co., Ltd is a travel & DMC company based in Vietnam Founded

on October 6, 2014 by CEO Bui Van Chi, it has become a prominent company 1n the online travel and tour booking industry Its reputation has been built on delivering exceptional travel experiences to its customers The company

specializes in organizing tours, booking airline tickets and providing related travel services, all with the goal of creating unforgettable memories for visitors Developed from Asiana Travel Mate Co., Ltd., expanding to Indochina, Myanmar and Thailand Currently, A Travel Mate focuses on cruises on Ha Long Bay, various departure schedules or tailor-made itineraries with the aim of providing high quality service A Travel Mate 1s taking its previous experience to the next level with an even stronger team than ever

The A-Travel Mate operations include:

* DMC tour operation

© Deluxe set-departure group tours (www.deluxegrouptours.vn)

ePrivate / customized FIT/GIT tours / MICE & _ Incentives (www.micevietnam.com.vn)

Air tickets / Hotels & Resorts reservation

® HaLong bay cruises (co-owned and manage the Oriental Sails fleet of 04 cruises in HaLong Bay)

®Our Markets: UK, US, Australia, New Zealand, Northern European countries, Spain, India, Russia, ASIAN countries

All ATravel Mate customers receive A-class service and VIP treatment such as step-by-step booking support, staff who understand the market and speak any language: Vietnamese, English, French, Dutch, German, Russian and Spanish Friendly, communicative sales and operations staff are on hand to respond to all emails within 24 hours and often much faster

International tourists, According to Dan Tri Newspaper: “The tourists who spend the most when traveling to Vietnam are not tourists from the US, Europe, or "rich" countries in Asia, but are tourists from the Philippines.” Specifically, visitors from this Southeast Asian country have doubled their travel costs to Vietnam, from 1,124 USD (in 2017) to 2,257 USD (Gn 2019) Meanwhile, according to sources from the Vietnam National Administration

of Tourism, in June 2023, Vietnam welcomed 975,010 international visitors,

an increase of 6.4% compared to May 2023 In particular, the Philippines is also one of the markets with an increase in the number of visitors compared

to the same period last month (up 10%)

In the list of high-spending countries, Belgian tourists ranked second, spending an average of 1,995 USD; American tourists (1,709 USD); Australian tourists (1,416 USD); Danish tourists (1,383 USD); Norwegian tourists (1,346 USD); Dutch tourists (1,317 USD); Canadian tourists (1,315 USD); British tourists (1,212 USD); German tourists (1,283 USD)

@ Participants

The survey was conducted to gather information To start the research project, HUIT students & individuals working at A Travel Mate& foreign tourists will be asked to vote for the survey The survey questions include 11 questions, which will focus on answering issues in research documents There will be 100 students from English majors, 30 staff from A Travel Mate and finally 5 international tourists: 2 American tourists, 2 Filipino tourists and | tourist from Australia participating in the survey this watch

3.2 Data collection

Data collected from data collection questionnaires can be qualitative as well as quantitative in nature A questionnaire may or may not be sent as a survey, but a survey always includes a questionnaire

Access to an online Google Form that includes study questions This is done so that data can be collected for quantitative research methods The purpose of this

effort is to gain knowledge about the procedures for conducting research Questions, after being edited to more accurately reflect the facts, will be disseminated so respondents can provide answers The remaining topics were rephrased as direct interview questions and randomly sent to 3 students and 2 individuals working at A Travel Mate company to collect data To ensure that the requirements of the study were met, this was done

3.3 Data analysis

According to research conducted by Meta S Brown (2014) The act of taking raw data and then converting it into information that users can use in the decision- making process is called data analytics Then, facts are evaluated so that questions can be answered, hypotheses can be tested, and theories can be proven wrong According to Creswell (2007, p 191), the researcher begins by skimming and scanning information to get a comprehensive picture of the entire qualitative data set Next, the researcher divides the data sets into parts to "get a general feel for the information and reflect on its overall meaning.” Finally, the researcher codes the information and categorizes it into themes

Data Analysis and Integration:

Questionnaire

A questionnaire is a research tool that consists of a set of questions or other types

of prompts intended to gather information from respondents A research questionnaire 1s usually a combination of closed and open questions

Long, open-ended questions give respondents the ability to present their thoughts

in detail The research questionnaire was developed by the London Statistical Society in 1838 Once the topic to be researched has been established, the researcher will develop research questions to properly evaluate the problem and go deeper into undiscussed content while only investigating one side of the issue When studying only one side of the problem, the researcher will only look at one side of the problem

When conducting research using quantitative methods, the researcher will present respondents with questions that may lead to a number of answers These answers can vary from completely agree to completely disagree with the question asked Students at HUIT, individuals working at the travel company A Travel Mate and the foreign tourists are the target audience for this goal Research questions are presented to stimulate opinions as well as provide recommendations and solutions for students & individuals when using qualitative methods

3.3.1 Research Instruments

In this study, a survey questionnaire was distributed to evaluate the importance of English in promoting cultural tourism in Ho Chi Minh City on a scale of 1-5 and check whether students English majors at HUIT, individuals working at A Travel Mate - a company trusted by international tourists and international tourists from the US, Australia, and the Philippines - provide comments and suggestions to Improve the effectiveness of English use, comments and opinions to promote and develop cultural tourism in Ho Chi Minh City more and more strongly

Specifically, the survey has 11 questions

The researcher used an online questionnaire from Google Forms to collect information The survey was designed with multiple-choice questions on a 5-point scale from “strongly disagree” to “strongly agree” (1 = strongly disagree, 2 = disagree, 3 = neutral, 4 = agree, 5 = strongly agree) to quantify data to determine the importance and role of English in promoting tourism culture in Ho Chi Minh City The questionnaire was distributed to students majoring in English from the

2nd to 4th year at the Faculty of Foreign Languages, Ho Chi Minh City University

of Industry and Trade along with members of the travel company A Travel Mate and tourists

There are 2 main parts designed in the questionnaire to answer the research questions:

*EVERYONE'S OPINION ON THE IMPORTANT ROLE OF ENGLISH + Vietnam and Ho Chi Minh City need to develop a "high-quality English- speaking tour guide" service to enhance the cultural tourism experience in Ho Chi Minh City

+ English plays an important role in facilitating interactions between international tourists and local people in promoting cultural understanding and providing enriching experiences

+ Do you agree that English will bring great benefits and can create a culturally diverse environment, helping local communities come into contact with and learn about different cultures?

+ Improving the English proficiency of local people and the tourism industry is important in developing cultural tourism in Ho Chi Minh City, and can also help preserve and showcase cultural heritage more easily

+ English is a global language, being able to communicate in English can attract a large number of international visitors and contribute to creating job opportunities for everyone

*INFLUENCE OF ENGLISH ON THE PROMOTION OF CULTURE AND TOURISM IN HO CHI MINH CITY

¢ The English level of travel advisors & locals in Ho Chi Minh City will affect the overall travel experience

¢ Do you agree that providing English courses specialized in tourism and culture will support the tourism industry and people in exploiting the potential of cultural tourism in Ho Chi Minh City