GRADUATION PAPER TOPIC AN INVESTIGATION INTO THE ADVANTAGES AND DISADVANTAGES OF HOI AN ANCIENT TOWN IN ATTRACTING TOURISTS AND SOME SOLUTIONS TO IMPROVING

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.

MINISTRY OF EDUCATION AND TRAINING DUY TAN UNIVERSITY FACULTY OF ENGLISH GRADUATION PAPER NGO THI HIEN AN INVESTIGATION INTO THE ADVANTAGES AND DISADVANTAGES OF HOI AN ANCIENT TOWN IN ATTRACTING TOURISTS AND SOME SOLUTIONS TO IMPROVING GRADUATION THESIS IN SOCIAL SCIENCES AND HUMANITIES DA NANG – May 2021 MINISTRY OF EDUCATION AND TRAINING DUY TAN UNIVERSITY FACULTY OF ENGLISH GRADUATION THESIS SUPERVISOR:TRAN THI MINH GIANG, Ph.D GRADUATION PAPER NGO THI HIEN AN INVESTIGATION INTO THE ADVANTAGES AND DISADVANTAGES OF HOI AN ANCIENT TOWN IN ATTRACTING TOURISTS AND SOME SOLUTIONS TO IMPROVING Major : English for Tourism Code : 702 SUPERVISOR : TRAN THI MINH GIANG, Ph.D DA NANG – May 2021 STUDENT: NGO THI HIEN MSSV: 23203211838 GRADUATION THESIS SUPERVISOR:TRAN THI MINH GIANG, Ph.D ACKNOWLEDEMENTS This graduation thesis could not be finished without the invaluable help, advice, and encouragement of many people that have contributed to my success First of all, I would like to send a thousand thanks to Dr.Giang, my supervisor, who guided me kindly and professionally Her comments, suggestions, dedication, patience, encouragement are really useful to me Without her support, I could not complete the thesis well Secondly, I would like to send many deep thanks to the locals at Hoi An ancient town They gave me a lot of information that is extremely useful for me I really appreciate their enthusiasm and support Many special thanks to Duy Tan University, especially, the Faculty of English, they gave me a chance to develop myself and help me to reach my goal Lastly, I would like to express the endless thanks to my family and my friends All of them are always by my side to encourage and advise me to overcome the difficulties Da Nang, May, 2021 Ngo Thi Hien STUDENT: NGO THI HIEN MSSV: 23203211838 GRADUATION THESIS SUPERVISOR:TRAN THI MINH GIANG, Ph.D STATEMENT OF AUTHORSHIP Except where reference is made in the text of the thesis, this thesis contains no material published elsewhere or extracted in the whole or in part from a thesis by which have qualified for or been awarded another degree or diploma No other person's work has been used without due acknowledgment in the graduation paper This graduation paper has not been submitted for award of any degree or diploma in any other tertiary institution Danang, May 2021 Ngo Thi Hien STUDENT: NGO THI HIEN MSSV: 23203211838 GRADUATION THESIS SUPERVISOR:TRAN THI MINH GIANG, Ph.D LIST OF TABLES STUDENT: NGO THI HIEN MSSV: 23203211838 GRADUATION THESIS SUPERVISOR:TRAN THI MINH GIANG, Ph.D LIST OF PICTURES ABBREVIATIONS DT: Domestic tourist IT : International tourist STUDENT: NGO THI HIEN MSSV: 23203211838 GRADUATION THESIS SUPERVISOR:TRAN THI MINH GIANG, Ph.D TABLE OF CONTENTS STUDENT: NGO THI HIEN MSSV: 23203211838 CHAPTER INTRODUCTION 1.1 Rationale Integration and globalization are two inevitable trends of today's era This trend forces all countries to open up to exchanges in most fields with other countries if they not want to be left on the sidelines of development In particular, the tourism industry is considered one of the industries that most clearly show these trends Indeed, tourism is considered to have a very important role in socioeconomic development, not only for developed countries but even developing and underdeveloped countries The success of the tourism industry in many countries positively contributes to their economic growth Over the years, Vietnam's tourism industry has achieved many remarkable achievements Vietnam has become a safe and friendly travel destination for international visitors Vietnam is still actively building and developing the tourism industry, in order to turn tourism into a spearhead economic sector of the country, gradually turning our country into a major tourist center of the region Vietnam has a long, beautiful coastline, a temperate climate, many islands along with an extremely rich marine ecosystem, many famous scenic spots, in which the Hoi An is known as a new stop for tourists As a tourist destination recognized by UNESCO as a world cultural heritage, as an old town remains intact with more than 1000 architectural monuments from streets, houses, assembly halls, communal houses, pagodas, shrines, to traditional dishes, the soul of the people here However, along with the advantages and positive aspects of the development process, Hoi An still faces challenges It is obvious that Hoi An has an effect on the central climate in our country The condition of weather is one of the decisive factors that influence the business activities in Hoi An Heavy rains, intense storms, persistent droughts, and terrible floods directly affect the tourism business They are the serious problems that Hoi An has to face yearly They are also the top challenge for the existence and development of the whole town because most of the houses and wooden monuments in Hoi An are over 100 years old and located on unstable geology Aside from that, many types of folk performing arts are at risk of extinction, many guidelines and policies on preserving and promoting intangible cultural values have been included in the strategy but the scale is not commensurate Investment projects leaning towards exploitation for economic purposes have not appreciated high and exploited the cultural identity, have not brought into play the strength and positivity of the community Therefore, I select the subject "An investigation into the advantages and disadvantages of Hoi An Ancient Town in attracting tourists and some solutions to improving" During this investigation, I want to find out, the current situation of tourism exploitation along with the challenges of the world heritage city of Hoi An and propose some solutions and real situations to promote advantages and overcome such points of this place 1.2 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 explore the challenges and propose some solutions to boost the standard of tourism activities, attract more and more tourists to develop, preserve Hoi An Ancient Town - this heritage city 1.3 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 20212030 1.4 Methods of the Study In the investigation, there are many methods to assist us in collecting information to urge the foremost comprehensive view and produce accurate and highly reliable results I have selected and used the following methods: • The collecting method: The materials are collected from internet books and newspapers associated with cultural - traditional tourism of Hoi An Ancient Town That has helped me to consider an open, more comprehensive view of my learning • The statistical and synthesis method: After completing the data collection step, figures, I'll make statistics and organize them within the most reasonable way This also forged me to work more logically in learning and processing the plan in sequence • The comparative and analytical methods: this can be a way that helps me calculate and research documents supported by a database of documents and documents from different and actual sources The classification, analysis, and comparison data help me determine important and core issues that require to be exploited within the topic, helping the research topic to be more complete and accurate • The interview method: Is a conversation conducted according to a certain plan through a way, direct inquiry between interviewer and informant, questions according to pre-prepared questionnaires This is called the most practical method for me to experience, learn directly and collect local people's materials in the most accurate way In parallel with the above methods, my superiors have helped me wholeheartedly and gave me plenty of recommendations, comments, identification, and processing of collected information to best complete my investigation 1.5 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 families, young visitors The implementation of stimulus programs is not only in the form of price reduction, price competition but also in improving the quality of products and services, increasing the value of products and services (giving gifts; creating innovation packages of products and services for Vietnamese people, creating confidence and confidence in a safe, friendly destination and quality service, increasing new experiences and tourist satisfaction) Avoid racing to reduce prices, reduce services, and unfair competition 5.2.2 The Long-Term Solutions for Hoi An Tourism to Attract Tourists 5.2.2.1 Infrastructure and Facilities • Researching and expanding more walking routes still preserving the value of landscape and architecture • Road traffic: researching and banning all kinds of cars in and out of Hoi An Ancient Quarter; Regulations on one-way roads for bicycles and motorbikes on some streets to help avoid traffic jams that cause disruption to the movement of tourists • Waterway transport: Project to dredge and clear the flow Cua Dai dredging creates deep and stable currents To build a tourist boat station at some points along Thu Bon river • To clear flowing creeks, to clean the environment, and improve the landscape and environment, contributing to the use of a number of canals as water-surface roads • Research, additional construction of a number of car parks in the periphery area to reduce the number of large cars running close to Hoi An Ancient Quarter • Tourism infrastructure: Research, invest in building a commercial center, buffet system in Hoi An; building an information center for welcoming and distributing tourists in Hoi An; building museums, galleries of ancient boats and reenacting Hoi An commercial port in the seventeenth-eighteenth century 5.2.2.2 Apply Technology to Tourism • Promote the application of digital technology to support tourists before, during, and after the trip, focusing on the development of applications to help tourists build programs, book and pay for online travel services according to their needs, receive feedback and process feedback from travelers, have the ability to follow the itinerary, actively provide appropriate information to meet the needs of tourists throughout the travel itinerary, automatic travel presenter app and convenient payment support on smart mobile devices 5.2.2.3 Environmental Protection The epidemic is also the time when we have more time to clean up the shortcomings that were previously not fully resolved, so that when the tourism is recovered, it is easy to welcome guests, creating a new look, such as: • Sanitation, arrangement of infrastructure A waste treatment system was built first to collect trash from public trash, then sort the waste and finally dispose of it For easily biodegradable waste, we can use manual methods such as incineration or landfill, while industrial waste such as plastic bags and plastic bottles should be reused and recycled This will raise people's awareness of environmental protection self-awareness • Build a number of public toilets to meet the needs of guests • In addition, the unpredictable extreme natural disasters are now increasingly apparent, the consequences of money In the rainy season, storms and floods destroy the coasts of Cua Dai, An Bang, causing deep and fast flooding in the old town and the areas along the Thu Bon river, and in summer, the sun is hot and dry With the goal of developing the ecological, cultural, and tourism city foundation that has been thoroughly pursued by the Party, government, and people of Hoi An for many years, this is a good foundation for us to lead the community to develop green tourism, towards sustainable values • Currently, Hoi An has a group of pioneering businesses to complete green tourism products such as Hoa Hong Tourism Company and Emic Hospitality Company The outstanding advantage of this tourism product is that not everyone can build, but must have a process of research, investment, high skills, professionalism, very high price selling, creating great value, positioning the high-end tourism market Many other models of green tourism products in Hoi An are being interested in the tourism business community, creating a great and new momentum in leading, market-oriented, and tourism products 5.2.2.4 Human Resources Play an important role in building, improving, and perfecting tourism products as well as tourism services This is also considered as one of the key factors increasing competitiveness and survival in the tourism market for Hoi An Therefore, it is necessary to be trained and equipped with the necessary skills in tourism services In addition, the foreign language level is the biggest weakness that needs to be overcome Right from the stage of training tourism human resources need to be overcome so that there is no situation where there is a tour guide who is not yet "part of the post", does not understand the history of a land, the development of an event, the attraction of a local specialty to introduce to visitors There are guides who not understand the psychological characteristics of each object to create satisfaction Therefore, in the training process, it is necessary to pay attention to tourists who have cheerful skills to create a happy atmosphere for visitors but also pay attention to each type of visitor such as the elderly, children to have things fit 5.2.2.5 Warming Up Travel by the Chain of Events • Hoi An is a region with a long history, a place to trade many other national cultures in the world, where there are many rich; tourism materials; to create cultural events for tourism, is a tool to stimulate tourism demand in the low season and maximize tourism exploitation capacity during the peak season The memories and recollection of ancient Hoi An culture and people can be restored, built into stories told by a series of events, or a scene shown on the old town background All ideas of large and small events in this context need to be cherished and promoted to become colorful and exciting cultural and tourist events It also creates confidence for people and businesses and keeps the job fire in this period • Hoi An is still a bright spot for tourism in the region as well as the whole country However, in the short term, in order for Hoi An ancient town to attract more visitors after the epidemic, businesses must invest in creating new values by building destinations and periodic cultural events to cater to foreigners residing in Hoi An or Vietnam, Domestic tourists during national holidays or Tet can not only relax and enjoy, but also participate in many cultural events with rich local identities In the long term, Hoi An takes advantage of peak seasons to exploit customers in each market, such as Chinese tourists often go in the Lunar New Year like China Mainland, Malaysia, Thailand, Singapore Thus, we will have a value chain of events running all year round, running from year to year that will position the image of the event in the mind of the customer 5.2.2.6 Preserving the Traditional Cultural Heritages of the Ancient Town of Hoi An • Preserving the wonder in the cultural lifestyle and behavior of individuals in the domestic and foreign • Preserve good spiritual values and customs • There is a policy of restoration, embellishment and protection of works and monuments of cultural, social and historical significance • Preserve the beauty and uniqueness of the dish in the old town 5.2.2.7 Maintaining Security and Order • Prevention of crime and social evils • Organize to review and rectify robbery, entice guests, cause environmental pollution, and continue to build a safe, friendly, and hospitable tourism environment 5.2.2.8 Exploiting Social Networks, Media, Big Data • Actively promote propaganda, promotion, and tourism promotion for the whole region and each locality in many forms and means of communication such as TV, newspapers, Maps, festivals, fairs, in the domestic and foreign to attract tourists Promote widely on YouTube, Instagram, and TikTok app • Link with reputable websites to help tourists book online • Implement measures to improve the quality of tourism products in general, especially cultural products typical of Hoi An ancient town such as Old town night, pedestrian streets, festivals Focusing on brand promotion, tourism promotion, widely launching promotions in the city, paying special attention to the domestic tourist market CHAPTER CONCLUSION AND SUGGESTIONS 6.1 Conclusion In the trend of international and regional integration, tourism not only contributes a significant source of revenue in the state budget but also contributes to the economy going up At the same time, tourism is also a messenger of peace, contributing to strengthening the friendship and friendly solidarity between the peoples In the current fierce competition, in order to be successful in the international economic integration process, the tourism industry of Vietnam in general and Hoi An in particular needs to properly realize the importance of promoting the attraction tourists to develop tourism to a new height, contributing a lot to promoting the image of the country, resources and people to the world Through statistics of Hoi An tourism in the past years combined with actual surveys, the author found that the majority of visitors to Hoi An love the natural landscape and especially friendly people here However, because there are not many conditions to develop and connect tourism products to create attractive tourism programs, and there are no quality publications to promote Hoi An tourism For local tourists, the efficiency of attracting international tourists of Hoi An needs to be greatly improved 6.2 Suggestions The graduation thesis topic "An investigation into the advantages and disadvantages of Hoi An Ancient Town in attracting tourists and some solutions to improving " has been through studying the current situation, assessing the strengths and weakness activities of attracting tourists to Hoi An, thereby proposing a number of solutions to improve the quality of tourist attraction, in which, special attention should be paid to the attention and investment of authorities at all levels, departments, promote advertising and expansion of the tourism market In addition, with the rapid development of information technology, its application in tourism business for Hoi An is a solution that has many potentials With the solutions given in the scope of this graduation thesis, I wish to contribute a small part in promoting the attraction of foreign and domestic tourists to Hoi An in the period of 2021 - 2030 Due to limited time and knowledge, the study mentioned a certain number of activities as well as the scope of research and application is still limited, the solutions offered are also inevitable subjective factors Therefore, in order to make the topic more comprehensive and feasible, it is necessary to have the participation of in-depth research from the government, related departments and comments from international tourists and local residents The author hopes to receive suggestions from experts and teachers GRADUATION THESIS SUPERVISOR:TRAN THI MINH GIANG, Ph.D REFERENCES [1] Lữ hành Hội An (2006) Hội An-thượng Chùa Cầu-hạ Âm Bốn NXB Hải Phòng [2] Hà Văn Siêu (2010) Định hướng phát triển Du lịch Việt Nam giai đoạn tới NXB Hà Nội [3] Nguyễn Minh Tuệ (2007) Địa lý du lịch (NXB giáo dục Việt Nam), NXB Thành phố Hồ Chí Minh Online sources [4] https://en.wikipedia.org/ [5] https://trithuccongdong.pơnet/ [6] http://tapchicongthuong.vn/ [7] http://vbpl.vn/ [8] http://luanvanaz.com/ [9] https://vietnambiz.vn/ [10] https://www.tapchicongthuong.vn/ [11] https://nganhangphapluat.thukyluat.vn/ [12] https://vi.wikipedia.org/wiki [13] https://danang.gov.vn/ [14] https://tailuanvan.com/ [15] https://khoahoc.tv/ [16] https://tourismdanang.com/ [17] http://vhnt.org.vn/ [18] https://hoianheritage.net/ [19] http://baoquangnam.com.vn/ STUDENT: NGO THI HIEN MSSV: 23203211838 GRADUATION THESIS SUPERVISOR:TRAN THI MINH GIANG, Ph.D QUESTIONNAIRE Thank you for choosing Hoi An as your favorite destination to develop the tourism industry here, it is indispensable for the contributions of everyone to make Hoi An more and more unique in the eyes of international friends Therefore, I hope you can take a moment to evaluate and survey your interests so that I can take them as goals and directions to develop this city strongly Satisfied Normal Dissatisfied  Food Food Hygiene    Food price          Traffic system    Parking for tourists    Wastewater, waste, air quality    Easy money exchange    Easy to get cash from the card    Properties that accept multiple payments    The attractiveness of destination    The safe level    Food preparation area Food taste  Infrastructure  Currency conversion service  Destinations The attitude of the locals STUDENT: NGO THI HIEN MSSV: 23203211838 GRADUATION THESIS SUPERVISOR:TRAN THI MINH GIANG, Ph.D  Cultural Heritage Is it possible to visit the museum?  Yes  No Is the entrance ticket cheap?  Yes  No Is it possible to visit ancient buildings?  Yes  No STUDENT: NGO THI HIEN MSSV: 23203211838 GRADUATION THESIS SUPERVISOR:TRAN THI MINH GIANG, Ph.D SUPERVISOR’S COMMENTS STUDENT: NGO THI HIEN MSSV: 23203211838 .. .GRADUATION THESIS SUPERVISOR:TRAN THI MINH GIANG, Ph.D GRADUATION PAPER NGO THI HIEN AN INVESTIGATION INTO THE ADVANTAGES AND DISADVANTAGES OF HOI AN ANCIENT TOWN IN ATTRACTING TOURISTS AND SOME. .. 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... 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 Da Nang city Hoi