Assignment subjects tourism economics topic economic development potential of community based tourism in hanoi

TON DUC THANG UNIVERSITY FACULTY OF SOCIAL SCIENCES AND HUMANITIES - - ASSIGNMENT SUBJECTS TOURISM ECONOMICS TOPIC ECONOMIC DEVELOPMENT POTENTIAL OF COMMUNITY-BASED TOURISM IN HANOI LECTURER: NGUYEN VAN CHUNG STUDENT: BUI THI NGOC CHAU – 320H0276 CLASS: 20H30504 COURSE: TOURISM ECONOMICS HO CHI MINH CITY, MAY 2022 ACKNOWLEDGEMENTS For the completion of this essay, we would like to thank: The Board of Directors of Ton Duc Thang University along with lecturers from the Faculty of Social Sciences and Humanities Especially, the deepest thanks to Mr Nguyen Van Chung who has directly taught us for the past 10 weeks Thank you for your enthusiastic and detailed teaching to help us have enough knowledge and luggage to apply not only in the essay but also in life later Although I have tried my best, but surely the essay is hard to avoid errors and many inaccuracies, I hope you will consider and give suggestions to make my essay more complete We wish you good health and success in your teaching path Thank you sincerely! Ho Chi Minh City, May 11th 2022 Bui Thi Ngoc Chau ECONOMIC DEVELOPMENT POTENTIAL OF COMMUNITY-BASED TOURISM IN HANOI TABLE OF CONTENTS ACKNOWLEDGEMENTS LIST OF FIGURES, TABLES .5 INTRODUCTION The necessity of the topic .6 Objective of the topic .6 Research method Research scope and limitations .7 4.1 Research scope 4.2 Research Limits CHAPTER SOME THEORETICAL BASIS 1.1 Economic concepts 1.1.1 Tourism Promotion .7 1.1.2 Tourism Product 1.2 Concepts of Community Tourism 1.2.1 The concept of community and local community 1.2.2 Tourism and Community Development 10 1.2.3 The concept of Community-Based Tourism .11 1.3 The impact of the economy on tourism 12 CHAPTER 2: REALITY OF ECONOMIC DEVELOPMENT OF COMMUNITY TOURISM IN HANOI 13 2.1 Overview of Hanoi tourism .13 2.1.1 Conditions and potential for tourism development in Hanoi 14 2.1.2 Facilities and technical infrastructure .15 ECONOMIC DEVELOPMENT POTENTIAL OF COMMUNITY-BASED TOURISM IN HANOI 2.1.3 Architecture 15 2.1.4 Food and Culture 16 2.2 The situation of tourism business activities in Hanoi 17 2.2.1 Statistics on Vietnam's tourism situation 17 2.2.2 Business situation in the tourism industry in Hanoi 20 2.3 Current status of economic development of community-based tourism in Hanoi 22 2.3.1 Tourism infrastructure 22 2.3.2 Actual situation of economic development of community-based tourism in Duong Lam Ancient Village – Hanoi 25 CHAPTER 3: SOLUTIONS FOR DEVELOPMENT OF ECONOMIC POTENTIAL OF COMMUNITY TOURISM IN HANOI .30 3.1 Strengthening state management of tourism 30 3.2 Increase investment in tourism development 31 3.3 Attracting - training human resources to participate in the tourism market .31 3.4 Diversify tourism products and services 32 3.5 Improve the capacity of providing tourism services 32 3.5.1 For local government groups: 32 3.5.2 For the population group participating in the provision of tourism services: 33 3.6 Strengthen cooperation, expand tourism market .33 3.6.1 For local authorities: 33 3.6.2 For the local community: 34 CONCLUSION 34 REFERENCES 36 ECONOMIC DEVELOPMENT POTENTIAL OF COMMUNITY-BASED TOURISM IN HANOI ECONOMIC DEVELOPMENT POTENTIAL OF COMMUNITY-BASED TOURISM IN HANOI LIST OF FIGURES, TABL Figure Model of tourism's contribution to community development according to 11 Figure Map of administrative boundaries of Hanoi 14 Figure Number and growth of visitors in 2019 from markets sending the most international visitors to Vietnam (Source: General Statistics Office) 18 Y Table Total revenue from tourists in the period of 2015 – 2021 .19 Table Results of the situation of welcoming tourists in the first months of 2020 (Source: Duong Lam Ancient Village Relic Management Board) .29 Table Statistics of total tourists and ticket sales (Source: Duong Lam Ancient Village Relic Management Board) .29 ECONOMIC DEVELOPMENT POTENTIAL OF COMMUNITY-BASED TOURISM IN HANOI INTRODUCTION The necessity of the topic Currently, tourism is considered a smokeless industry that brings many benefits to the country In Vietnam, specifically in 2019, according to data from the “Vietnam Tourism Annual Report” published by the Ministry of Culture, Sports and Tourism, in the context of world tourism slowing down, Vietnam had another great year when welcoming more than 85 million domestic tourists and more than 18 million international tourists, directly contributing 9.2% to the total GDP of the country[ CITATION Tổn21 \l 1033 ] In particular, Hanoi which is estimated to be the capital city directly welcomed more than million international arrivals out of a total of 29 million tourists, an increase of 17% compared to 2018, the total revenue from tourists reached about approx 103,800 billion VND, up 34% over the same period last year[ CITATION Thu20 \l 1033 ] But with the increasing tourism demand, clearly identifying the potentials of various types of tourism, thereby proposing, and building new tourism products, meeting the wishes of tourists is also increasing day by day In recent years, community-based tourism is gradually becoming a trend, favored by many tourists When participating in community-based tourism, visitors looking forward to learning and discovering the customs and habits of local residents, above all, experience the cultural and natural values of the locality that they arrived in In Vietnam, Hanoi is also one of the cities with great potential to develop this type of tourism Because the capital city is a place with a long history of culture and history; The system of heritage and unique craft villages is distributed fairly evenly in both inner city and suburban areas, which is a great potential for community tourism development However, despite the city's efforts in recent years, community-based tourism in Hanoi is still facing many difficulties and has not been able to bring about an effect commensurate with its inherent potential For the purpose of further research on the economic development potential of community-based tourism in Hanoi, thereby proposing directions and solutions to help the locality more effectively exploit the available conditions to serve the needs of the local community tourism purposes I would like to choose the topic “Economic development potential of community-based tourism in Hanoi” Objective of the topic - Analyze the theoretical overview of community tourism - Find out the economic development status of the type of community-based tourism in Hanoi city ECONOMIC DEVELOPMENT POTENTIAL OF COMMUNITY-BASED TOURISM IN HANOI - Proposing solutions to develop the economic potential of community-based tourism in Hanoi Research method In the process of theoretical research, I have used resources from school textbooks and official sources on the website that can be referenced In addition, methods such as: + The method of analysis and synthesis is appropriate, which is the study of different documents and theories by analyzing them into parts to deeply care about the object Synthesis is linking each aspect, each part of information that has been analyzed to create a new and profound theoretical system about the object + The method of classification and systematization of theories is to arrange scientific documents according to each aspect, each unit, each problem with the same essential signs, the same development direction Systematization is knowledge preparation into a system on the basis of a theoretical model that makes the understanding of the object more complete + Method of data collection using information available from many different sources Research scope and limitations 4.1 Research scope - Spatial scope: The study mainly focuses on Hanoi - Scope of time: The topic focuses on analyzing the economic potentials of community-based tourism in Hanoi in the period from 2015 to 2021 - Scope of content: The topic focuses on research potential economic development potential of community-based tourism in Hanoi 4.2 Research Limits Community-Based Tourism in Hanoi CHAPTER SOME THEORETICAL BASIS 1.1 Economic concepts 1.1.1 Tourism Promotion Tourism promotion, in English terms, is used to refer to any means of communicating between sellers and buyers or intending to buy goods to persuade them ECONOMIC DEVELOPMENT POTENTIAL OF COMMUNITY-BASED TOURISM IN HANOI to buy their products And in the textbook “Theory and art of business conduct” of the National Economics University, it is defined as follows: “Promotion is the methods and art that business people use to consume goods and services goods, influencing buyers, attracting them to their side and measures to support sales.” According to Philip Kotler, the marketing communication system, also known as the promotion system, consists of promotion tools: direct marketing advertising; stimulate consumption; Public Relations; Direct sales promotion From a tourism perspective, promotion is all the measures the travel business uses to promote their services and their country Promotion of goods is a combination of advertising, product promotion, sales techniques, sales methods, and creating relationships in society applied by enterprises to a certain business stage In Clause 17, Article of the Law on Tourism 2017, tourism promotion is defined as: “Tourism promotion is an activity of propaganda, publicity and advocacy in order to seek and promote opportunities for tourism development” 1.1.2 Tourism Product According to Kandampully, Mok, & Sparks (2001), products are consisting of different tangible goods and intangible services, or even the mixture among those facets Thus, products can be “purely tangible goods, tangible goods with accompanying intangible service, a major intangible service with accompanying tangible goods, and a pure intangible service” In the study of Kandampully, Mok, & Sparks (2001, p.9-10) reveals that tourism product is as a combination of all goods, activities, and services provided to tourists in different areas of the tourism industry to meet their travel needs There are many types of tourism products that can be offered at a tourism destination: accessibility (e.g transportation, communication), amenities (e.g entertainment, food and beverages), accommodation, attractions (e.g exhibitions, relics), and activities (e.g outdoor and indoor activities), and people Apart from this, a tourism product seems to be a service than a tangible product because all tourist activities are based on both direct services (e.g transportation, accommodation, catering) and indirect services (e.g insurance, wholesaling) However, the tourism product is not only an amalgam of tangible products and intangible services but also includes psychological experiences and human component The psychological experiences are all the feelings of tourists from the beginning to the end of their trip Obviously, tourist‟s perceptions play as a part of the tourism product and represent its psychological component Different people have different needs and seek different experiences or benefits from the same and products Therefore, the tourists‟ experiences and perceptions are diverse that may cause to the different outcomes of the level of tourist satisfaction What‟s more, the perceptions of ECONOMIC DEVELOPMENT POTENTIAL OF COMMUNITY-BASED TOURISM IN HANOI 10 a human component are significant facet of tourism product The interaction between tourists and hosts (e.g locals, tourism workers) occurs in both direct and indirect way This contact may impact on how tourists feel and examine an offered service or provided products If tourists receive high quality of goods or services, they will feel happy and satisfied with the tourism product If not, tourists may complain or discontent with those offers 1.2 Concepts of Community Tourism 1.2.1 The concept of community and local community According to the Vietnamese encyclopedia, community is understood as “A large group of people with signs and general social characteristics in terms of class composition, occupation, and place of residence Just as social communities include a lineage, an ethnic group, and a people” (Phạm Thị Thanh Huyền, 2018) It can be said that the community is an important part of community development for tourism development and assesses the level of influence of the community on the development of local tourism (Trần, T M C, 2016) According to a study from Godfrey & Clarke (2000), a community is a place that provides food, accommodation, information, transportation, and other services for tourism development According to Bradshaw (2008), community is defined as a boundary that has been shared by a group of people in history Up to the present time, there are many definitions of “community”, however, we need to clearly define the scope of community For most tourism purposes, the concept of community is often used to refer to groups that are not geographically identified but share common characteristics or interests For the assessment of tourism development, a community can be any existing individuals, groups and organizations with the potential to share common interests, interests and goals (Wood, 2002) According to Dalton et al (2001) the concept of community has two main classification trends: one is the concept of community in terms of territory, i.e., based on geographical location and secondly, the concept of community is based on social relationships association (Dalton, 2001) As for research based on sociology, Ivanovic (2009, p 14) states that “Sociology uses two approaches in identifying communities First, it concerns community as a territorial concept, and second, it concerns community as a relational concept” Regarding the concept of community as the concept of territory, a community can be defined and delineated on a map A community has a name, borders, landmarks, types of people and identifiers Community is usually defined as the people there according to geographical boundaries, local planning, or politics; ethnicity of its inhabitants or the resources or industries established in the area (Chaskin, 2001) Local communities play a fundamental role in the lives of community members by improving their physical, social, psychological and spiritual well-being ECONOMIC DEVELOPMENT POTENTIAL OF COMMUNITY-BASED TOURISM IN HANOI 25 billion, an increase of 19.8% In the 11 months of 2021, passenger transport reached 206.7 million passengers, down 18.1% compared to the same period last year and rotating reached 5,955 million khách.km, down 32.2%; revenue reached VND 10.9 trillion, down 24.8% [ CITATION Tổn211 \l 1033 ] Freight transport in November 2021 is estimated to reach 91.3 million tons of freight, up 18.2% compared to the previous month and rotating 8,701 million tấn.km, up 17.4%; revenue was estimated at VND 5,241 billion, an increase of 17.7% In general, in 11 months of 2021, freight reached 776 million tons of freight, down 0.1% compared to the same period last year and rotating 72.7 billion tấn.km, down 2.7%; revenue reached VND 42 trillion, down 1.8% [ CITATION Tổn211 \l 1033 ] After a long period of being affected by the Covid-19 epidemic, from October many localities across the country including Hanoi capital are gradually restoring the tourism market The city offers many new tourism products to attract tourists on the basis of strictly implementing measures to prevent and combat covid-19 epidemic as prescribed by the Ministry of Health International visitors to Hanoi (served by accommodation establishments) in November are estimated to reach 16,000 people, an increase of 9.9% compared to the previous month and a decrease of 25.3% compared to the same period last year In the 11 months of this year, international visitors served by accommodation establishments reached 160,000 people, down 79.7% compared to the same period last year Domestic visitors to Hanoi (served by accommodation establishments) in November are estimated to reach 10,000 people, an increase of 2.6% compared to the previous month and a decrease of 72.1% compared to the same period last year In the 11 months of 2021, domestic visitors to Hanoi reached 1,281 thousand visitors, down 25.6% compared to the same period in 2020 [ CITATION Tổn211 \l 1033 ] 2.3.1.3 Arts, Culture and Entertainment The city is not only known as a political, economic, scientific and technological center but also a country‟s hub of culture The city is home to many cultural institutions (e.g the Opera House, the National Cinema Center), the main museums (e.g the Revolutionary Museum, Ho Chi Minh Museum), galleries and art exhibitions (Apricot Gallery, Nguyen Art Gallery), and the performing arts (e.g Thang Long Water Puppetry Theatre, Hanoi Cai Luong Theatre) The water puppetry art is one of the most famous and attractive performances which has won hearts of international and domestic audiences [ CITATION Quá13 \l 1033 ] There are many scenic lakes (e.g HoanKiem Lake, West Lake) and parks (Lenin Park, Ho Tay Water Park) in the city HoanKiem Lake means “Lake of the Returned Sword” which is wellknown for the famous historical legend of King Le Loi and his magic sword [ CITATION Quá13 \l 1033 ] ECONOMIC DEVELOPMENT POTENTIAL OF COMMUNITY-BASED TOURISM IN HANOI 26 Although Hanoi does not have many shopping malls, there are plenty of choices to shop throughout the city Much of the best local goods and products can be found on the streets With its wide range of different shops, Hanoi has many authentic products, such as silk, handicrafts, ethnic minority products [ CITATION Quá13 \l 1033 ] 2.3.1.4 Cuisine and Catering Services Hanoi is the land of extraordinary cuisine with a wide range of delicious dishes Each dish has its own distinguishing features, fragrance and flavor which are repaired by the exquisite cooking style of Hanoians [ CITATION Quá13 \l 1033 ] Hanoi culinary tourism has been around for a long time, designed by a few travel companies to put into the tour product But the audience is mainly foreigners, who like to experience and explore the culture when coming to Hanoi In the evenings, especially on weekend evenings, on the streets of Ta Thien, Dinh Liệt, Luong Ngoc Quyen, Hang Sail, Song Duy Tan, To Tien, Under Cau Street in Hanoi's old quarter, there are many people and visitors enjoying Hanoi cuisine According to Vu The Binh, Vice Chairman of the Vietnam Tourism Association, Hanoi has very culinary advantages but the tourism industry has not had significant activities to develop culinary tourism products [ CITATION Đin21 \l 1033 ] Mr Vu The Binh also affirmed that the Vietnam Tourism Association is willing to coordinate with Hanoi to organize major culinary events, creating a basis for developing this type of tourism Besides, a travel business, Mr Phung Quang Thang, Director of Hanoitourist Travel Company, analyzed that if any area develops the night economy, up to 70% of visitors will eat, 20% of visitors will drink and 10% of visitors will only come to play [ CITATION Đin21 \l 1033 ] Hanoi has the advantage of Hanoi's old quarter and Trinh Cong Son walking street focusing on culinary development Therefore, night economic activities will attract better visitors, tourists will stay in Hanoi longer If the tourism industry develops night tourism, culinary tourism, this will become a typical product of the Capital 2.3.2 Actual situation of economic development of community-based tourism in Duong Lam Ancient Village – Hanoi Duong Lam Ancient Village is a typical representative of the type of community tourism in Hanoi City Therefore, in order to best analyze the situation of tourism economic development in Hanoi, I will analyze through Duong Lam Ancient Village ECONOMIC DEVELOPMENT POTENTIAL OF COMMUNITY-BASED TOURISM IN HANOI 27 2.3.2.1 Tourism status in Duong Lam Ancient Village – Hanoi  Community tourism products in Duong Lam Ancient Village: Community tourism products in Tang Lam are a harmonious combination of forms of community-based tourism in the ancient village of Duong Lam cultural tourism, traditional craft village tourism and ecotourism This helps community tourism in tanglin ancient village become special and attract tourists Visitors can visit monuments such as Cane Pagoda, Phung Hung Temple, Ngo Quyen Mausoleum Enjoy the rich festivals with the cultural imprint of the locality Visitors can enjoy the peaceful space of the village, or they can learn the process of plowing fields, doing soy sauce, daily activities of the local people Thereby helping guests, experiencing the reality of people's lives, helping them understand the rice culture of Duong Lam village In recent years, a number of community tourism products have been put into operation in the ancient village such as “Ripe rice season”, “Experiential tourism” Duong Lam takes advantage of the advantages available from agriculture turned into tourism products to serve the needs of visitors such as developing a model of growing vegetables, planting flowers for tourists, and tourists experiencing farming, experiencing agriculture Especially agricultural experience tours are very loved by tourists It is to pick vegetables, harvest cassava corn then processes products from agriculture, sleep in a residential house, go to participate in production with people such as farming, picking vegetables, soup, catching fish, making sugarcane chicken, like the model of Tra Que vegetable village in Hoi An Currently, the Management Board welcomes a lot of international students to this tour  Service: The system of services in Duong Lam in the past few years has made marked changes However, additional services for guests are almost nonexistent, and very fragmented, greatly affecting the efficiency of tourism exploitation Due to the increasing demand for tourists to visit, in the ancient village of Duong Lam today, there are many homeowners of ancient houses for bicycle rental to serve the day travel of visitors With a bicycle, tourists can travel around the village as well as tourist attractions near the old house without taking much time Especially, the rental price of bicycles here is also very soft only from 30,000 - 50,000 VND / car by the hour and if you want to rent all day, the rent is about 80,000 to 100,000 VND / car Not only Vietnamese guests but also foreign visitors when coming here also love to cycle to explore this place ECONOMIC DEVELOPMENT POTENTIAL OF COMMUNITY-BASED TOURISM IN HANOI 28 Entertainment services, souvenir shopping, photography It hasn't been developed yet It takes place only in sporadic, monotonous form, on a very small scale With Duong Lam, the exploitation of entertainment services is almost nonexistent, visitors can only visit temples, families, or learn the architecture of ancient houses, participate in festivals Currently, the area does not have an entertainment facility for visitors The reason is that the tourist area still has many limitations in attracting investment capital in entertainment projects and conservation issues of the ancient village In terms of souvenir sales facilities are few, the items are not diversified Here the small-scale production base items are mainly traditional crafts of the locality such as heirlooms, peanut candy souvenirs made from straw Essential travel services for visitors such as ATM poles, money exchange, banking, medical There are also many limitations in Duong Lam  Status of exploitation of accommodation facilities and infrastructure in community tourism development: The system of tourism technical facilities and infrastructure in Duong Lam in the past few years has made marked changes Accommodation facilities: Currently around the village and Son Tay town, there are also many accommodation facilities such as hotels, other good resorts to meet the needs of guests when coming to Duong Lam such as FLC Vinh Phuc resort, Farm Hoa Lac Hotel, Song Hong Hotel, Lai Farm Ba Vi Hotel These are 3-star hotels or more of good quality Besides, Duong Lam also developed a system of accommodation facilities in people's homes such as homestay accommodation at the homes of Mr Ha Nguyen Huyen, Ms Duong Lan, Mr Nguyen Van Hung, Ha Huu Can, Ms Ha Thi Dien staying at the old house such as Mr Toan's family, Mr Tu's family, Mr Dat's family Hang your own billboards, make your own decorations to attract tourists However, currently, the new type of homestay accommodation is implemented in more than 10 residential houses, the old houses put into use to serve rest for visitors are degraded, cramped or remodeled, while the system of hotel motels in the ancient village area is almost nonexistent (due to not being built), That’s why it's a big impact on wanting to extend your stay here However, in order to develop community tourism in Duong Lam, the next direction is to attract more local communities to participate in homestay services to improve income and improve life ECONOMIC DEVELOPMENT POTENTIAL OF COMMUNITY-BASED TOURISM IN HANOI 29 Dining establishments: Most restaurants in Duong Lam are only affordable, because some people in the village are self-employed (Mr Duong Van Hung' house, Ms Ha Thi Dien) or self-cooking served at people's houses or old houses such as Hai Loi's family, Lan house However, the number is small, there are no waiters, and the area is small, so the family only meets the catering for about 1/10 of the guests, not meeting the needs of guests, especially the large delegations In the old village, only TangLin Restaurant (Đuong Lam Reataurant), is the only food area in the village equipped with air conditioning to avoid hot days, creating comfort for visitors Restaurants close to the ancient village of Duong Lam are also growing quite a lot, including The Delicious Chicken Restaurant of Son Tay branch This is a 20,000m2 eco-restaurant with a capacity for 2000 diners, a rich menu with a children's play area and is rated by World Tourism magazine as a culinary address to come once in a lifetime In particular, the restaurant has free rest for visitors, the parking lot is large enough for hundreds of travel cars 2.3.2.2 Situation of economic development in Duong Lam Ancient Village Hanoi For sightseeing activities, leaflets or tourist maps are one of the most visual means of conveying information, providing an overview of the destination for tourists At the same time, this is also an effective form of advertising to tourists about typical tourism products and convenient services provided by the people From an economic perspective, this method of stimulus increases benefits for the local community Therefore, the economic problem will be difficult to solve if it continues to cut spending on essential tools, bringing effective results direct results for many groups of tourism service providers At the same time, building a plan to increase reasonable revenue from advertising and introductory publications is also a way to balance investment costs Currently, the only source of income from sightseeing activities comes from ticket sales, officially launched in February 2008 through village gates: Mong Phu, Dong Sang and Cam Lam an, the first fare is 15,000 VND for adults and 7,000 VND for children Visitors buying tickets can visit all relics or ancient houses within the conservation area However, after a period of operation, the entrance fee collection in Cam Lam village was not effective, so only two points remained, Mong Phu gate and Dong Sang gate Since 2012, ticket prices have increased to 10,000 VND and 20,000 VND Currently, the Relic Management Board maintains the issuance and statistics of ticket sales, proactively allocating revenue from entrance tickets for operation and management activities under the responsibility and authority of the Management Board Relics ECONOMIC DEVELOPMENT POTENTIAL OF COMMUNITY-BASED TOURISM IN HANOI 30 According to the information provided by the Monument Management Board, the number of tickets sold is not uniform year-round, but only seasonally The most crowded time for tourists is the first three lunar months of the year, especially January At this time, most visitors come to visit Duong Lam ancient village for spiritual and religious purposes Famous destinations are Mia pagoda, the temple of Lady Mia, temple and mausoleum of Ngo Quyen or Phung Hung communal house In the early days of this year (before the 8th day of the first lunar month), the peak day sold nearly 1,400 tickets In which, the number of tickets at Mong Phu gate ranges from 330 - 370 tickets/day, Dong Sang gate is 1040-1045 tickets/day Compared with statistics at the same time in previous years, the average number of tickets issued per day is 25002700 tickets In which, Mong Phu village gate sold 700-800 tickets on peak day, Dong Sang village gate was 1800-1900 tickets The above figures show a significant drop in visitor numbers at the beginning of this year Explaining this, the Monuments Management Board said that for the objective reason that the appearance and outbreak of the COVID-19 virus in early 2020, festivals across the country had to stop holding, places with large gatherings strictly prohibited to prevent the spread of the virus in the community Domestic tourism is affected significantly Destination Duong Lam is no exception From the beginning of the year to the end of February 2020, the total number of visitors decreased by 57% compared to the same period in 2019 Table Results of the situation of welcoming tourists in the first months of 2020 (Source: Duong Lam Ancient Village Relic Management Board) From 1/1/2020 – 29/02/2020 STT Quota Total guests International visitors Domestic visitors Charge Unit 2020 2019 Turn 15.000 35.000 2-year comparison Down 57% Turn 1128 1230 Down 0.8% Turn 13.872 33.770 59% off VND 195.720.000 391.300.000 According to previous annual statistics, the period from 2008 to 2013 was the period showing a strong growth in the number of tourists coming to Duong Lam If in 2008, 13800 tickets were sold, then in 2013 it increased to 83,000 tickets, earning 1.66 billion VND Although the number of tourists continued to increase in the following years, the growth rate decreased ECONOMIC DEVELOPMENT POTENTIAL OF COMMUNITY-BASED TOURISM IN HANOI 31 Table Statistics of total tourists and ticket sales (Source: Duong Lam Ancient Village Relic Management Board) Year Total number of tourists Foreign visitors Ticket sales (VNĐ) 2015 135000 - 1.5 billion 2016 140000 6500 1.5 billion 2017 150000 7000 1.65 billion 2018 140000 8000 1.45 billion 2019 120000 9000 1.1 billion Looking at Table compared to 2017, the total number of visitors in 2019 decreased by 30,000, corresponding to the revenue from entrance tickets also reduced by more than half a billion dong It is clear that the attractiveness of visiting ancient villages is facing challenges, requiring serious evaluation of the effectiveness and quality of tourism service provision by relevant parties When we looked at visitors' preparation before the trip, we received 30% (equivalent to 18 answers) that they did not learn anything about the ancient village The results of understanding after visiting the village show that 116% of people not understand very well, 76.7% have basic understanding Surveying the source of visitor knowledge, 63.3% said they received it from the people and the remaining 36.7% answered "not received from anyone" This situation shows that in order to enhance tourists' understanding of the village's community, history and culture, it is necessary to establish a team of guides CHAPTER 3: SOLUTIONS FOR DEVELOPMENT OF ECONOMIC POTENTIAL OF COMMUNITY TOURISM IN HANOI 3.1 Strengthening state management of tourism Improve the state management apparatus for tourism from the city and town levels to the grassroots tourism management boards in order to enhance the effectiveness of the state management of tourism Promote close and effective coordination between departments, departments and agencies Consolidate the role and activities of tourism associations, travel agency associations throughout Hanoi city Improve the management capacity of the local government apparatus Organize training courses for staff on professional skills, exchange activities, learn experiences with many other localities Building good working conditions, stable income, creating opportunities for personal development to improve the working spirit of the staff Building a fair and positive working environment, encouraging initiatives, creating opportunities for officials to express opinions and demonstrate capacity ECONOMIC DEVELOPMENT POTENTIAL OF COMMUNITY-BASED TOURISM IN HANOI 32 To soon complete the project of adjusting the planning to zoning the conservation area to suit the reality and the trend of changing social structure in rural areas in the process of modernization Grasping specific characteristics of traditional occupations, customs in daily life, and development needs of each village At the same time, recognize the actual management capacity of local authorities at all levels From there, develop a conservation plan that focuses on areas and relics that represent the cultural history of the village instead of a comprehensive conservation master plan 3.2 Increase investment in tourism development Firstly, develop policies specifically for local tourism development and encourage the resident community to participate methodically and with a sense of responsibility Local authorities develop guiding content and standardize the participation of all components in the supply chain of tourism services Prioritize the long-term, mutually beneficial cooperation mechanism with travel businesses, service companies Second, develop a plan to promote local tourism in phases, corresponding to appropriate development goals Promote the assessment of typical local resources, survey the supply capacity of potential population groups On that basis, make plans to improve each item in the production, business and service environment, attracting a workforce of many age groups and regions Third, promote investment in the construction of transport infrastructure in accordance with the traditional village landscape Strengthening measures for water supply and drainage, environmental treatment, telecommunications, etc Fourth, priority should be given to restoring tangible and intangible values in ancient villages Research and consider the priority levels in the cultural value system, traditional landscape of villages in the Northern Delta Frankly recognizing the state of industrialization of the production process, focusing on exploiting the spending ability of customers, which transforms or even distorts the inherent value Develop plans and policies to store and restore in a timely manner, aiming to exploit these values creatively, effectively, and sustainably in tourism activities 3.3 Attracting - training human resources to participate in the tourism market Develop policies to attract local human resources based on two dimensions of “push” and “attraction” Analyze the strengths and weaknesses of a number of local agricultural and non-agricultural sectors, develop an assessment of the attractions and gaps in terms of labor force in the local tourism service industry today Policies need to create favorable administrative and procedural conditions and a transparent and fair business environment Calling for the response of the resident community so that all people, especially potential workers, can take advantage of them ECONOMIC DEVELOPMENT POTENTIAL OF COMMUNITY-BASED TOURISM IN HANOI 33 Promote professional training, encourage the receipt of workers with formal training in tourism at prestigious training centers This is the core workforce that makes an important contribution to the improvement and innovation of the way Hanoi tourism develops in the future 3.4 Diversify tourism products and services Create local thematic tourism products that connect with some nearby spots such as visiting historical and cultural sites, learning about traditional crafts Segmentation of services suitable for many target customers Popular services for tourists who are students, middle-class services for customers who are working people, family groups or researchers Focus on exploiting different types of agricultural tourism villages, exploiting folk elements such as games, performing popular arts Additional auxiliary equipment in tourism activities Sightseeing activities include pictures and video illustrations Experience activities add traditional costumes and contexts so that visitors can easily imagine the formation of previous activities Additional facilities to serve essential needs such as eating, drinking, resting, etc The stalls are reasonably distributed according to the sightseeing route so that visitors can easily access the service The content of each type of service needs to be enriched Like diversifying dishes, adding experience activities… 3.5 Improve the capacity of providing tourism services 3.5.1 For local government groups: It is necessary to raise awareness about the meaning and role of promoting the value of relics in balance with the meaning of preserving and embellishing relics The staff not only focuses on allocating budget for the restoration of ancient works and managing the construction order in the area, but also needs to propose ideas and advise higher authorities or domestic and foreign organizations and enterprises about the potential, advantages, and some limitations of local resources It is necessary to conduct an investigation and collect opinions of tourists, tour operators through comment boxes or questionnaires This statistical method provides objective assessment information about the state of tourism service provision and visitors' perceptions of the type of community-based tourism in Hanoi From there, identify the factors that need to be improved and the factors that need to be promoted Establish a team of professional tour guides, develop accurate guide content about historical data, attractive in terms of information and transmission capacity ECONOMIC DEVELOPMENT POTENTIAL OF COMMUNITY-BASED TOURISM IN HANOI 34 Organize training programs on skills and knowledge on service tourism for staff and the community through experts, representatives of travel agencies, members of tourism associations Strengthening support information and promote the spirit of local economic development of individual households Research, select investment and build unique tourism products with local specialty brands Organize periodic reviews for local specialties, menus, travel programs with the participation of many parties 3.5.2 For the population group participating in the provision of tourism services: Encourage the application of knowledge and advice from tourism experts into practice Encourage creative ideas and add services that are culturally relevant to enhance the visitor experience Encourage the use of traditional costumes, local materials, and decoration of stalls to attract tourists Stimulating shopping and consuming needs of tourists through organizing demonstrations of the production process, packaging to perfecting a few key traditional products for visitors to observe, learn or participate in join the experience Raise the awareness of professional tourism service through polite, friendly, sincere, non-challenging attitude of welcoming tourists Raise awareness about improving the quality of tourism products being provided Encourage the use of workers outside of blood and kinship relationships Prioritize employees who have the ability to meet the needs of the job and the ability to coordinate well 3.6 Strengthen cooperation, expand tourism market 3.6.1 For local authorities: Strengthen linkages with prestigious tourism associations, tourism training centers, centers/ institutes for traditional industry development in the area and Hanoi city The main activities of association and cooperation are to attract investment in training and training; supporting lecturers - specialized experts; supporting training, consulting on the application of techniques - science and technology in management and exchanging practical experiences to promote the development of local tourism Increase opportunities to participate in fairs and exhibitions introducing food, traditional culture or support programs from foreign organizations to households in the ancient village Equal distribution of participation opportunities for households ECONOMIC DEVELOPMENT POTENTIAL OF COMMUNITY-BASED TOURISM IN HANOI 35 The concentration on a few households following the path makes the early entrants not motivated in time to develop In the work of encouraging capital mobilization, the government needs to improve the policy of attracting official credit institutions, creating conditions for people to easily access large and highly preferential capital sources for investment in economic development rural areas, including the tourism service industry In tourism promotion, in addition to craft village fairs, food fairs, etc., local authorities are interested in deploying other communication tools First of all, it is necessary to improve the effectiveness of the website https://sodulich.hanoi.gov.vn/ Information is supplemented, fully updated, detailed about utility services, related to the community, reputable production and business establishments, and contact information The stimulus policy is also cleverly conveyed through the contents, introduced on the leaflets In addition, social networks, newspapers also need to be used to expand the information network to domestic and foreign tourists 3.6.2 For the local community: Encourage the establishment of a center to introduce cultural history, assist tourists in finding information and choosing a suitable itinerary through leaflets, maps, or photographic materials Here, people display traditional products, local agricultural products, postcards, or souvenirs Encourage and promote the role of socio-political organizations Encourage associations, cooperatives, and professional groups to actively encourage members to participate in collective work, enhance exchange of links, and share experiences and knowledge on production and business Encourage individual households to form production-consumption alliances through forms of co-occupation and inter-professionalism Actively exchange and build behavioral values and standards in cooperation to ensure fairness and compliance responsibility of each member In addition to “strong links” such as relatives/relatives/friends/villages, local people are encouraged to actively approach “weak links” such as tour operators, service companies, banks to expand opportunities to develop production and business models Prioritize propaganda activities to raise awareness in the community about the role and benefits of social capital through building a network of links, improving trust and spirit of consensus and cooperation in the community Building behavioral values and standards in cooperation and production linkages, in accordance with the common needs and interests of the population groups ECONOMIC DEVELOPMENT POTENTIAL OF COMMUNITY-BASED TOURISM IN HANOI 36 CONCLUSION After studying and evaluating the potentials, current situation, and solutions to develop community-based tourism in Hanoi I would like to make some conclusions as follows: Community-based tourism is becoming the mainstream in the development of the tourism industry Community-based tourism in Hanoi in general and in particular in Duong Lam Ancient Village in particular has existed and developed throughout the long history of the country As a land that preserves a lot of cultural values and the general development history of the whole Northern Delta region, is one of the few villages that still retains the basic features of a Vietnamese village, still preserving the characteristics of the wet rice civilization In terms of architectural values, as well as cultural - historical values, Hanoi is a place that fully converges the necessary elements to develop the form of community tourism It is necessary to improve the capacity, management, and attraction of local communities to participate in tourism, contribute to improving the local economy, and educate people and tourists on the protection of the natural environment Hanoi has great potential for economic development in the form of community tourism However, observations from the initial situation show that although Hanoi has formed specific types of services (or specific community destinations such as Duong Lam), it is effective in exploiting the value of buildings The ancient stock is not high, while the identification of specific tourism products has not yet been successful These limitations stem from the lack of a system of management policies and policies to encourage the local community to participate in a synchronous and regular manner in the local tourism service production and business chain In addition, the ability of the government to respond to the needs of the people and the specific characteristics and trends of the tourism market are still loose and inefficient, creating negative effects in the local community reside Moreover, providing tourism services has not yet become an attractive livelihood, attracting abundant labor resources in the area, which partly proves the limitations in management, operation and economic benefits of the tourism industry branch In order to bring into full play the potential of community-based tourism economic development in Hanoi, in addition to the measures taken, such as improving investment mechanisms and policies, material and technical facilities, improving the products, diversifying tourism products, improving the capacity and qualifications of staff operating in the tourism industry, attracting the participation of local communities, and solutions 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Objective of the topic - Analyze the theoretical overview of community tourism - Find out the economic development