(Tiểu luận) design a logo with a slogan about a local destination or tourism

On this ancient waterway, many ships andanchors were found buried in the ground. Although the place name "Hoi An" is said to have appeared around the endof the 16th century, the land su

THUONG MAI UNIVERSITY

INTERNATIONAL COOPERATION INSTITUTE



DISCUSSION REPORT Heritage and Arts

THUONG MAI UNIVERSITY

INTERNATIONAL COOPERATION INSTITUTE

–&— DISCUSSION REPORT Heritage and Arts

Discussion question:

Design a logo with a slogan about Hoi An

Group: 2

Members:

1 Doan Thuy Quynh 20K681050

2 Cao Tran Bao Ngoc 21K680056

3 Dinh Ngoc Anh 18K680007

4 Nguyen Phuong Linh 20K680069

Mục lục

Mục lục 3

I Introduction to Hoi An 6

1 History 6

2 Geographical location 7

3 Culture 7

3.1 The intersection of ancient cultures 7

3.2 Eastern cultural interference 8

II Outstanding tourist destinations and events in Hoi An 9

1 Outstanding destination in Hoi An 9

2 Highlights festival in Hoi An: 14

III Presenting the tourism objects that Hoi An is aiming for 17

IV Explain the meaning of shapes and symbols in the logo 20

1 Color 20

2 Shape: 22

3 Symbols 22

V Include 24

LOGO AND SLOGAN

1 History

 Hoi An ancient urban area is located near the mouth of Thu Bon river, thelargest river of Quang Nam province However, today, from the city center tothe river mouth is not very close Lower Thu Bon River, when emptying intothe East Sea, is divided into many branches The branch that touches the oldtown is called Hoi An River, while the flow between the two islands of CamNam and Cam Kim is the main stream of the Thu Bon River On ancientmaps of the 17th and 18th centuries, Hoi An is located on the northern bank

of the Thu Bon River, connected to the East Sea by Dai Chiem estuary and ariver connecting to Dai estuary of Da Nang, outside is a wide sand bar.Traces of the river connecting Hoi An with Cua Han sea can be identified asthe Co Co - De Vong river today On this ancient waterway, many ships andanchors were found buried in the ground

 Although the place name "Hoi An" is said to have appeared around the end

of the 16th century, the land surrounding this city has a very long history.During the "pre-Hoi An" period, two major cultures existed here, which werethe Sa Huynh culture and the Champa culture The first site of Sa Huynhculture was Sa Huynh street in Quang Ngai buried by sand, discovered byFrench archaeologists In 1937, the scholar Madeleine Colani officiallyconfirmed this as a culture In the Hoi An city area alone, more than 50 relicsites of this culture have been discovered, most of which are concentrated inthe sand dunes along the old Thu Bon River In particular, the discovery oftwo types of Chinese bronze coins of the Han Dynasty, Western Han-styleiron artifacts has proven that from the beginning of the Common Era,foreign trade transactions began here Another noticeable feature is that theHoi An area has no vestiges of the early and middle periods, but the landhere once existed and had the brilliant development of the late Sa Huynhculture

 Following the Sa Huynh culture, from the 2nd century to the 15th century, astrip of land in central Vietnam was under the domination of the Champakingdom The typical relics of this culture are groups of Hindu templesdistributed along the Central to the South, and one of those centers is located

in the Thu Bon river basin Here, we can see a political capital at Tra Kieuand a religious center located at Son Mi The remaining traces of Chamtemples, Cham wells, Cham statues, and relics of the Dai Viet, Chinese, andMiddle Eastern people of the 2nd - 14th centuries shed light on the theorythat there once was a Lam Ap Pho here With a seaport, Dai Chiemflourished Many ancient bibliographies recorded that for quite a long time,Champa - Lam Ap Pho played an important role in creating the prosperity ofTra Kieu citadel and the My Son temple tower relic area Through manybattles During the war, Champa kingdom was gradually pushed south by DaiViet In 1471, the last capital of Champa at Bau Gia, present-day Binh Dinh,was occupied by the Le Dynasty The land of Hoi An became Dai Viet'sterritory from then on, but it was only later that this place developed into acommercial area Hoi An was formed based on the inheritance of the seaport

of the Cham people and Vietnamese people began to come here in the 15thcentury It was a direct preparation step for the birth of Hoi An urban area

2 Geographical location

Hoi An Ancient Town is an ancient town located downstream of the Thu Bon River,

in the coastal plain of Quang Nam province, Vietnam, about 30 km south of DaNang city

3 Culture

3.1 The intersection of ancient cultures

Located in the center of Central Vietnam, with long-standing development, Hoi Anculture is the epitome of 3 ancient cultures that were present here That is:

 Sa Huynh culture

The Central region is the origin of the Sa Huynh culture, formed around 1000

BC In Hoi An, archaeologists have found many relics proving that there wereinhabitants here very early, creating the brilliant Sa Huynh culture

At migration sites and burial sites such as Hau Xa, Thanh Chiem, An Bang,Xuan Lam, Trang Soi, Dong Na, etc., many types of graves, jars, productiontools, and ornaments were found strength, with a date of around 2000 years(late Sa Huynh period) At Bai Ong site (Cu Lao Cham), relics dating back morethan 3,000 years (Sa Huynh prehistoric period) were discovered

Today, Sa Huynh culture no longer exists much in Hoi An If you want to learnabout a brilliant culture that has now died out, you can visit the Sa HuynhCulture Museum in Hoi An

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 Champa culture

During the reign of the Champa Kingdom (II - XVI century), the land of Hoi Anwas called Lam Ap Pho Thanks to its favorable location, the Champa peopleturned Lam Ap street at that time into an important stop on the internationalmaritime route, attracting many Chinese, Arab, Persian, to trade ships sell.The vestiges for the development of Lam Ap Pho trading port play an importantrole in the prosperity of Tra Kieu citadel and My Son religious center

Up to now, if you want to admire the architectural foundations of Champaculture, visitors can visit Champa wells and Cham statues: Statue of the malegod of fortune Kubera, statue of Thien Tien Gandhara dancer, Elephant Godstatue,

 Dai Viet culture

The name Hoi An was "born" when the Dai Viet state took over this land Theclearest evidence for the influence of Dai Viet culture in Hoi An is the traditionalcraft villages, the old houses with ancient Vietnamese architecture, the lifestylestill preserved to this day,

From Dai Viet to later dynasties, Hoi An developed to its golden age beforesuffering the end of war If you have the opportunity to visit Hoi An, you shouldvisit the architectural works, the museum of cultural history of Hoi An - whichrecords the glorious period of Hoi An in the past

3.2 Eastern cultural interference

Evaluating Hoi An culture, people often say "one step through three cultures".That saying means: Coming to Hoi An means you will experience 3 Easterncultures including:

 Chinese culture

The Fujian people (China) were the earliest traders present in Hoi An Theincreasing number of Chinese merchants traveling by boat to Hoi An made thisland influenced by Chinese culture as a matter of course Hoi An architectureand cuisine are the two aspects most influenced by Chinese culture

In terms of architecture, until now Hoi An still preserves many Chineseassembly halls such as: Fujian Assembly Hall, Trieu Chau Assembly Hall,Cantonese Assembly Hall, Regarding cuisine, Hoi An culture is influencedThe influence of Chinese culture is most evident through Cao Lau (Chinesenoodle style, the name given by the Chinese)

 Japanese culture

Japanese traders also soon set foot in Hoi An (from the late 16th century) Asymbol that clearly shows Japanese culture still preserved in Hoi An is theBridge Pagoda (also known as the Japanese temple) To better understand

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Japanese culture in Hoi An, visitors can visit the Bridge Pagoda and 3 tombs of

3 Japanese merchants

II Outstanding tourist destinations and events in Hoi An

1 Outstanding destination in Hoi An

VinWonders Nam Hoi An

• Address: Thanh Nien, Binh Minh, Thang Binh, Quang Nam

Hoi An Tourism not only has classic-style virtual check-in places but also alarge and modern entertainment complex - VinWonders Nam Hoi An Locatedonly 17km from Hoi An Ancient Town, with 5 separate subdivisions,VinWonders Nam Hoi An is a place to help visitors relieve stress withinteresting games, can learn about the culture, architecture, and traditional arts

of Vietnam and the world

Fujian Assembly Hall

• Address: 46 Tran Phu Street, Hoi An City

With magnificent beauty, majestic space, and unique Chinese architecture,Fujian Assembly Hall is a famous Hoi An tourist destination, attractingmany visitors every year

Cau Pagoda - a famous tourist destination in Hoi An

Address: Nguyen Thi Minh Khai Street Hoi An City

Cau Pagoda is known as the soul, a symbol of the people of Hoi Street Withunique architecture in the heart of Hoi An, Cau Pagoda on the romantic HoaiRiver has become a Hoi An tourist destination that captures the hearts of manytourists

 Phung Hung Ancient House

• Address: No 4 Nguyen Thi Minh Khai, Hoi An City

With a lifespan of more than 100 years, the Phung Hung ancient house isone of the most beautiful models of Hoi An ancient architecture If youhave the opportunity to travel to Hoi An, visitors should visit this ancienthouse to admire a wooden building with a composite style of 3architectural schools: Vietnam, Japan, and China

Pa dynasty were held.

Rung dua Bay Mau

• Address: Cam Thanh Commune, Hoi An City

Seven Mau coconut forest is located about 3 km southeast of the center of Hoi An ancient town This is an attractive tourist destination in Hoi An and

is likened to the "West in the heart of Hoi Street”

An Bang Beach

• Address: Hai Ba Trung Street, Hoi An City

Located about 3km east of the center of Hoi An ancient town, An BangBeach is known by many people as a famous Hoi An tourist destinationwhen it is on the list of 50 most beautiful beaches in the world The beachhas a length of about 4km with fresh nature and diverse vegetation, verysuitable for visitors who are looking for a peaceful and romantic space

2

Highlights festival in Hoi An:

Long Chu Procession

• Venue: Coastal fishing village in Hoi An, Quang Nam

• Time: 15/1 and 15/7 Lunar calendar

The Long Chu Procession is one of the traditional festivals in Hoi An thathas a long history, attracting hundreds of visitors each year According tolegend, in the past, dragon boats called Long Chu would be where kingsand kings resided Long Chu Festival is held as a procession belief to wardoff evil spirits, bring peace to people in fishing villages, help them reachthe sea safely, and harvest well

Hoi An Lantern Festival

Hoi An Lantern Festival is one of the most unique traditional cultural festivals of Hoi Street people The ritual of releasing lanterns originates from Buddhism, the release of lanterns is like a prayer, giving wings of hope, praying for peaceful and happy things in life

Mid-Autumn Festival

The Mid-Autumn Festival is a traditional festival with importantsignificance in all parts of the country In Hoi An, this festival will be heldfor 4 days with many attractive activities to help you comfortably have funand explore Coming to Quang Nam in the festive season, you will be able

to see the colorful Hoi An lantern streets and immerse yourself in theatmosphere and bustling sound

Shows at VinWonders Hoi An

In addition to participating in the festival in Hoi An on fixed days, you canalso explore traditional cultural activities at all times when choosing tocome to VinWonders Nam Hoi An tourist destination

Here, besides attractive entertainment activities, you can also enjoy specialHoi An shows such as:

• Wharf Show: Inspired by folk activities, the shows recreate bumper "dayback" stories with the perfect combination of sound and props

• Show 3D Mapping – Comb Viet Chronicle: Enjoying this festival, youwill admire the spectacular screenings, recreating legendary stories andlegends of Vietnamese people

• Adoration: This is a unique musical ritual originating from the NorthernDelta, recognized as an intangible cultural heritage since 2016

• Singing Quan Ho: You will enjoy charming performances with rustic,true songs with bold characteristics of the Red River Delta

• Singing Then: This ritual originated from the Nung, Thai, and Tay people

in the northern region The lyrics express the spiritual concept of people,the universe, and the world, and also reflect the spiritual life of themountainous ethnic people

.• Water music show: This is a perfect \"party”\ with a combination ofcolor, music, and water to bring you great experiences, and feel all sensesfrom sight to hearing

III Presenting the tourism objects that Hoi An is aiming for

1

International vs Domestic Tourists

- Hoi An attracts a mix of international and domestic tourists

- International tourists often come from countries like the United States, Australia,European nations, and neighboring Asian countries

- Domestic tourists mainly come from within Vietnam, with a significant numberfrom major cities like Hanoi and Ho Chi Minh City

2 Age Groups

- Hoi An appeals to a wide range of age groups

- Younger travelers, including backpackers and digital nomads, are drawn to thetown's vibrant atmosphere, nightlife, and budget-friendly options

- Middle-aged and older tourists appreciate Hoi An's historical and culturalattractions, making it popular among family travelers and retirees

3

Income Level

Hoi An caters to a broad spectrum of income levels Budget travelers oftenappreciate the affordable accommodation, street food, and shopping options, whileluxury resorts and high-end restaurants also attract more affluent visitors

5 Interests and Activities

- Cultural Enthusiasts: Many tourists visit Hoi An to explore its historic OldTown, temples, and heritage sites

- Foodies: The town is a culinary destination, attracting travelers interested inVietnamese cuisine and cooking classes

- Beachgoers: Hoi An's proximity to An Bang and Cua Dai beaches is a majordraw for sun-seekers and water sports enthusiasts

- Shoppers: Tailoring shops and markets cater to tourists looking for clothing,souvenirs, and handicrafts

- Nature Lovers: Some tourists explore the surrounding countryside and take part

in outdoor activities like biking and boat tours

11 Impact on Local Economy

- Tourism plays a vital role in the local economy, providing employment andbusiness opportunities for residents

It's important to note that Hoi An's tourist profile may change over time due tofactors such as marketing efforts, economic conditions, and global events, such asthe COVID-19 pandemic Additionally, sustainable and responsible tourismpractices are increasingly important to protect Hoi An's cultural heritage and naturalenvironment while ensuring a positive experience for visitors

- Number of tourists Hoi An attracts a large number of tourists every year from:

both domestic and foreign countries According to statistics, in 2019, Hoi Anwelcomed more than 6.5 million visitors, including about 3.5 million internationalvisitors

According to statistics, there have been more than 1.5 million visitors to Hoi An in

2022, reaching 384% of the plan and 939% compared to the previous year,including 614 thousand international visitors The entire city had nearly 1.2 millionvisitors, including nearly 502 thousand international visitors; guests stay 710thousand times

In the first six months of 2023, Hoi An welcomed more than 1.88 million visitors(reaching 78% of the plan in 2023) The total number of visitors buying tickets tovisit the destinations reached nearly 1.6 million The total number of guests staying

is estimated at 725 thousand Tourism revenue is estimated at 1,546 billion VND

- Budget The spending level of tourists coming to Hoi An can range from low to:

high, depending on the preferences, choices and financial conditions of each tourist:Limited budget: Travelers on a limited budget often look for cheap accommodationoptions such as homestays, motels or 2-3 star hotels They can eat at local eateries,take small tours or explore the city on their own on foot or by renting a bicycle.Average: The average spending level for visitors to Hoi An usually includeschoosing to stay at a 3-4 star hotel or resort Visitors can enjoy specialty and