topic son la medication treatment tourism product development

Travel resources: The province has great potentiality for developing natural and cultural tourism in Hang Doi Moe Chau district, Tham Ta Toong and Thuong Thien Cave in Son La town; histo

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PART I— OVERVIEW OF DESTINATION

Climate: In Son La, the climatic conditions are categorized as mild and moderate In winter, there is much less rainfall in Son La than in summer The mean yearly temperature observed in Son La 1s recorded to be 19.7 °C | 67.5 °F The precipitation level on a yearly basis amount to 1423 mm | 56.0 inch as per the meteorological records

The location Son La is in a temperate zone, making it difficult to categorize the seasons The most opportune times to visit are April, May, June, September, October

Biodiversity: Son La is said to have 1,800 fauna species, including 61 rare species listed in Vietnam's Red Book in 2007 The province is home to five nature reserves: Copia, Sop Cop, Ta Xua, Xuan Nha, and Muong La

Under the province’s plan on biodiversity conservation until 2020 with a vision towards 2030, Son La will pay close attention protecting and developing natural biodiversity in submerged areas like the Hoa Binh and Son La hydropower plant reservoirs and the upper reaches of the Ma River

The province has nearly 779,600 hectares of forest, accounting for 45 per cent coverage of the local natural area It is home to 622 plant species, including 27 placed

on the IUCN Red List of Threatened Species

Son La has the 5th largest area of natural forest out of 63 provinces The forests here contain rich genetic sources of rare animals and plants, besides that special-used forests are valuable for scientific research like Sop Cop, Xuan Nha (Moc Chau district), Ta Xuan (Bac Yen district), Co Pia (Thuan Chau district) The province's soil

is quite rich, diversified and suitable for developing economically valuable plants and domestic animals Besides, its forestry land is plentiful (accounting for 7)

Hot water has an average temperature of 50 - 70 degrees Celsius, suitable for visitors

to soak in, relax and relieve stress effectively Hot mineral water contains many minerals that are good for health, helping to relax the body, beautify the skin, improve tendon health and give visitors a pleasant feeling In the cool weather of the mountains, there is nothing better than soaking in warm water In particular, the mineral bath area also has separate bathing areas for men and women, which is very convenient Hot mineral springs are often located in the middle of majestic mountains and forests, bathing while admiring the scenery is an experience that tourists love Visitors can see the green forests in the distance and can immerse themselves in the magical scenery when steam from the mineral pools rises every morning The large mineral spring area, closed in design, looks like a small corner of the palace for visitors to freely check in

Plants: Son La province is famous for its typical and diverse fruits

Peaches are a cold-loving tree variety, suitable for the soil in Son La, especially Moc Chau, so peaches have long been known as a typical product of this land and turned this place into the peach granary of the Northwest region Around April and May

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every year is the ripe peach season, at this time the roads to Son La everywhere are bright pink with the color of peaches

Cat apple, also known as Son Tra fruit, is a specialty fruit of the mountainous region of Son La province and is in the Top 50 famous fruit specialties in Vietnam

Yen Chau round mango is a tree variety that has been developed over many years, is very closely associated with the people of Yen Chau land and has become the pride of the people of all ethnic groups here Yen Chau round mango is famous for its quality and unique aroma, and is one of the two most delicious mangoes in the country, along with Hoa Loc mango (Tien Giang) which has been granted a Registration Certificate

by the Intellectual Property Department geographical indication

If Yen Chau has the pride of being round mango, then dai dai is a product that has become a trademark of Mai Son land, a familiar gift that tourists from all over stop to buy when passing through Mai Son every fall Na dai Mai Son not only serves the people in the province but is also popular in the Hanoi market and neighboring provinces

Herbs:

Son La province has a relatively large forestry sector, more than 540,000 hectares, and has been helping local people develop an economy under the forest canopy, especially medicinal plants Several medicinal herb growing models have been tried and have proven highly profitable

Son La has more than 560 species of medicinal plants, many of which are quite valuable like cat canh (platycodon), dinh lang (Polyscias fruticose), ba kich (codonopsis), and ashweed Medicinal plants are mainly grown in Bac Yen, Moc Chau, and Van Ho district

To make medicinal plant cultivation more sustainable and profitable, in 2017 all 92 Mong households in Pa Cu Sang A hamlet in Bac Yen district began to grow medicinal plants

Travel resources: The province has great potentiality for developing natural and cultural tourism in Hang Doi (Moe Chau district), Tham Ta Toong and Thuong Thien Cave in Son La town; historical monuments like Son La prison with To Hieu peach tree, Ban Heo banyan tree in Son La town, Dua Ca fort and Stone bridge in Muong La,

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The hamlet’s economy used to depend on 48 hectares of terraced rice fields, cattle, and management of 1,000 hectares of watershed forests Their lives were difficult, and they were forced to expand their farms into the forests

A number of Pa Cu Sang A villager’s planted cardamom under the forest canopy in the early 2000s and the cardamom has grown well Now almost every local household grows cardamom and output reached nearly 20 tons of fresh fruit in 2018

Son La’s farmland for medicinal plants is 13,000 ha out of 540,000 ha of forest land, with an annual output of 20,000 tons

Son La is encouraging businesses to work with local cooperatives to build raw material areas and processing factories It has set a target of 100,000 ha of medicinal plants grown under the forest canopy by 2025

Flowers: The most typical flower in Son La province is the ban flower Not only for the people in Son La but for people of the Northwest ethnic groups in general, the Ban flower has an important spiritual meaning The flower symbolizes faithful and pure love, the flower signals the arrival of spring Not only is it a beautiful flower, Ban flower is also an ingredient for preparing many delicious dishes of Thai people in Son

La The flowers do not have a scent, but the stamens have a sweet taste Thai ethnic people here also pick them and process them into dishes such as stir-frying with bamboo shoots, making salad, making soup

1.1.2 Infrastructure

Traffic: It is quite convenient for traveling in the province with many national highways (national highways No 6, 37, 279) running through the province; waterway through Hoa Binh - Son La route (Ta Hoc port) There are roads connected Son La to its districts centers and to Hanoi

Power system: The national grid reaches 11/11 district (201 communes) In 2005, Son

La hydropower station was started to construct and estimated to operate the first turbine in 2012 and complete in 2015

Water system: The province has Mai Son water supply plant with the capacity of 4,800 m3/day and the water supply plant of Son La city with the capacity of 12,000m3/day The province also improves water supply system for towns and residential areas, center of communes Currently, water supply and wastewater treatment projects are planned to construct in Moc Chau

Post and Telecommunication Systems: There are microwave systems in the province's town and districts’ centers which allow telephone calling, information transmission nationwide and worldwide All communes have telephone systems Mobile phones can

be reached in the centers of districts located along national highway No 6 by the end

of 2003

1.2.3 Accommodation

Hotel: Although it is quite commonly used today, not everyone knows the concept of hotel A hotel, is an architectural structure consisting of many floors, each floor is designed with many different bedrooms, fully equipped with amenities, with the aim

of providing all kinds of amenities tourist accommodation model for tourists to rest The way to divide hotel models often depends on many different factors such as |-star, 2-star to 5-star standards or according to room size However, in Son La there are mainly hotel types such as: City hotels - Tourist accommodation facilities built in

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urban areas to serve tourists; Roadside hotel - Tourist accommodation facility near roads, with parking to serve the accommodation needs of guests using road vehicles (motorbikes, cars) to travel or rest between long journeys; Resort hotel - Tourist accommodation facility built in blocks or complexes of villas, low-rise houses, apartments, in areas with beautiful natural landscapes

Motels: Motels are also one of the popular types of accommodation in Son La A motel usually has many different rooms and is smaller in scale than a hotel Motels often have a design that is not too outstanding, but they still ensure full amenities such

as air conditioning, television, wardrobe, bathroom, water heater, etc Room prices at the motel Also much cheaper than hotels

Guest house: A guest house is often a place used by agencies, companies, and organizations to receive guests or as a place to stay for guests when they come on business Guest houses are often designed simply, not too sophisticated Some guest houses in Son La include the Provincial People's Committee guest house, Bien Phong guest house

Villa: Villa is one type of resort service It is a resort model built in a unified population and positioned as high-end Villas are often built in areas with beautiful landscapes A Villa must meet basic requirements such as entertainment, relaxation, and sightseeing of tourists

Homestay: The Homestay model is a tourism model that is not too strange to many people, especially for tourists who like to explore So what is the Homestay tourism model? This is a model where you will stay in the homes of local people instead of choosing to stay at a hotel or motel Here you will learn as well as live and eat with family members When choosing to stay at a homestay, you will be able to save a lot

of money and, more importantly, learn about the lives and lifestyle of local people The types of homestays in Son La are also beautifully designed, bearing the cultural imprint of the local people and fully equipped with amenities, so when you relax, you will feel extremely comfortable and not at all inconvenient

Farmstay: Farmstay is an ideal type of “green tourism" for tourists who love to explore culture in new lands This type of accommodation service business is often built according to the criteria of “harmony with nature" Farmstay often combines other accompanying services such as: Visiting the garden, planting/picking agricultural products; folk games; Visit the livestock area Farmstay's typical design focuses mainly on raw materials such as roofing tiles, bamboo, wood in accordance with the criteria of "green tourism, sustainable environment"

Bungalow: Bungalow is also one of the types of tourist accommodation available in Son La Bungalows are one-story houses and are designed with a unique and strange architectural style Although the Bungalows are not too spacious, the inside includes basic amenities such as bathroom, toilet, and bedroom In Son La, Bungalows have begun to appear in recent years Bungalows are designed with many improvements to

become a beautiful and fully equipped house and use simple and familiar materials such as rattan, bamboo, wood which are environmentally friendly

Tourist camping site: A tourist camping site is an area planned in a place with beautiful natural landscapes, infrastructure, tourism technical facilities and necessary services to serve camping guests Tourist campsites must usually be located in a location with beautiful natural landscapes, convenient transportation, a clean and safe environment, and not in areas where landslides, flash floods, waterlogging can occur

or on streams flows, away from highways and national highways

1.1.4 Financial

Economic overview: GDP growth rate 2021: 2.2%

Investment situation: Up to now, Son La has 10 FDI projects with the total investment capital is nearly 135 million US dollars

1,2 Intangible resource

1.2.1 Image

A diverse cultural region rich in national identity It is a place of convergence and long-standing residence of many ethnic groups, each of which has a treasure trove of cultural heritage with its own extremely valuable nuances

1.2.2 Culture

Unique production methods and practices, closely linked to nature; Unique ethnic house architecture; All ethnic groups in Son La have their own languages, and three ethnic groups have their own writing (Thai, Lao, Dao); There is a rich treasure of folk literature with genres of legends, myths, fairy tales, proverbs, folk songs , stories about love between couples that are passed down from generation to generation

Unique folk performing arts with some types of singing, dancing, and music are relatively well preserved (folk songs, folk dances, traditional musical instruments ); Traditional festivals of ethnic groups are rich and imbued with identity Son La has more than 3,300 art teams in villages, sub-areas, and residential groups, maintaining regular organization of cultural activities and art performances Thai Xoe art has been recognized by UNESCO as a representative intangible cultural heritage of humanity

The culinary culture of the ethnic groups in the province is highly communal, culturally unique and has its own identities and characteristics The culture of drinking wine and dancing has become indispensable in organizing festivals and Tet holidays of communities Currently, a number of dishes of some ethnic groups in the province have become highly appreciated culinary specialties domestically and internationally

Son La has many historical and cultural relics, quite rich, with over 60 relics that have been ranked at all levels, such as: Son La Prison (ranked as a special national relic), the Base Area Moc Ha Revolution, Vietnam - Laos Revolutionary Base Area; The

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stele of Guilin reigns; Tang Me Tomb Cave Relics, Muong Tower and With the favor of nature, Son La also has many famous landscapes such as: National Tourist Area - Moc Chau Plateau; primeval forests, wild and mysterious cave systems; Son

La Hydropower Project is the largest in Southeast Asia with a hydroelectric lake bed covering an area of 43,760 km2, compared to Ha Long Bay on a mountain; Bach Long glass bridge (Moc Chau) has a length that sets a Guinness world record

1.2.3 Lifestyle

Friendly, open, compassionate lifestyle, high community engagement in life; the virtue of diligence and creativity in labor and production; Solidarity, loyalty, and heroism in the struggles against foreign invaders have become precious cultural and spiritual values of the people of all ethnic groups in the province and have been passed down through many generations of Son La people This has been molded and become a good tradition of Son La culture and people Historical and cultural imprints and the connection between Nature - History - People have blended to create an overall picture

of the land of Son La, majestic and ltvely with the people of the great world, rustic, innocent, friendly, hospitable

1.3 Human resource

1.3.1 Human resource development policy

Implement Plan No 86/KH-UBND dated March 30, 2021 of the Provincial People's Committee on implementing Conclusion No 94-KL/TU dated January 23, 2021 of the Provincial Party Committee on tourism development Son La province by 2025, with a vision to 2030, the Department of Labor, War Invalids and Social Affairs has implemented many solutions to develop human resources in the tourism sector according to the functions and tasks of the industry In order to train and develop human resources in tourism in Son La province by 2025, with a vision to 2030, the Department of Labor, War Invalids and Social Affairs has implemented propaganda and career and employment consulting activities, especially the continuing education sector In order to perform well the work of streamlining, creating conditions for students to have enough knowledge to choose a form of learning that suits their ability and the needs of the market labor school Effective coordination between training institutions, human resource employers, businesses, mass media agencies, human resource support and supply agencies, government levels, and residential organizations residence contributes to helping all levels, sectors and people understand the province's human resource development policies and guidelines Encourage businesses to cooperate and actively participate in the consulting, career guidance and human resource training process Propaganda for pupils and students in political activities at the beginning of the term, zalo and facebook groups built by the School Union, Student Union, and students of colleges and intermediate schools in the area

Currently, educational institutions have innovated teaching and learning methods to focus on training vocational skills, linking training institutions with businesses to ensure that pupils and students are immediately proficient in their skills while

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studying; Promote training according to location, business needs, and socio-economic development orientation of the province such as: tourism operations, high technology application in agriculture, processing industry, ICT, blockchain, artificial intelligence (AJ) Direct vocational education institutions to focus resources to improve training quality, connect with businesses to find and introduce jobs for students after graduation Improve teaching methods, enhance practice, apply information technology to the training process Cooperate with businesses to develop training programs in the direction of forming necessary skills for the future workforce; participate in the training process Effectively deploy mechanisms and policies to develop vocational education and develop skilled human resources; Enhance digital transformation and online training, ensuring adaptation to the requirements of the labor market during the 4.0 industrial revolution Coordinate with businesses to advise and provide career guidance to students Develop diverse forms of vocational training suitable to natural conditions and residential practices in ethnic minority and mountainous areas Build a team of highly qualified teachers, good in both theory and practice to meet the requirements of tourism training for students

Up to now, 38 training classes have been organized to foster tourism professional skills and preserve national cultural identity associated with tourism development for nearly 1,300 participating students The Department of Culture, Sports and Tourism regularly organizes conferences and training classes to raise awareness for tourism and travel service businesses and tourist attractions on standardizing the team of tour guides; organize a contest for good tour guides the whole province has 5,100 direct workers in the tourism sector, of which 55% have been trained The number of tour guides increased in both quantity and quality Moc Chau National Tourist Area alone has over 40 tour guides who regularly receive professional training

2 Demographic characteristics

By the end of 2019, Son La province's population was 1,248 million people Of which the male population accounts for 51% (632 thousand people), the urban population accounts for only 14% (172 thousand people) Son La is a province with a young population The number of children under 15 years old accounts for a high proportion

of the population structure With a young population structure, the labor force in Son

La province is very abundant Son La province is inhabited by many ethnic groups: Thai, Kinh, Mong, Muong, Tay, Nung of which the Thai people make up the majority

The province's average income per capita increases from 15,472 million VND/person/year (2016) to 48.96 million VND/person/year (2022) The rate of poor ethnic minority households decreased by over 3%, the rate of poor ethnic minority households decreased by over 3%; The poverty rate in poor districts decreased by an average of 4.8%/year

The level of education and technical expertise of human resources in the province has been increased By the end of 2020, the rate of trained workers is estimated to reach

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55%, of which the rate of trained workers receiving certificates will reach 20% The work of building a team of officials, especially science and technology officials with professional qualifications and working capacity, has been enhanced To date, human resources working in the field of science and technology in the whole province have 2,103 people In 2020, the proportion of officials, civil servants and public employees with professional qualifications from university or higher reached 83.6%, of which 3,920 people had university degrees (accounting for 1%); The rate of meeting the standards of theoretical proficiency is 10.92%; trained and fostered in state management is 12.49%

3 History

Most of today's Son La province (including Son La city, Moc Chau district, Yen Chau, Mai Son, Song Ma, Thuan Chau) before 1479 was the territory of the Bon Man kingdom (including Tuong Duong and Ky Son of Nghe An, Quan Hoa, Quan Son, Muong Lat of Thanh Hoa, Hua Phan province of Laos and most of Son La)

In 1479, Son La was officially merged into Dai Viet under the reign of King Le Thanh Tong and belonged to Thua Tuyen, Hung Hoa

May 24, 1886: Son La province was established (belonging to Gia Hung district, Hung Hoa province), separated from Hung Hoa province into a level equivalent to a province Major De Chateaurochet served as Deputy Minister of Son La Successor was Moulie (November 1886)

September 9, 1891: Belonged to the 4th Army Corps

February 27, 1892: Establishment of Van Bu sub-military region including 2 precincts and 8 continents, led by Major Pennequin as commander He was succeeded by Captain Diguet (1893 - 1895) and Major Norminot (1895)

October 10, 1895: Establishment of Van Bu province, the provincial capital in Van Bu (ie Ta Bu) At this time, M.Caillat replaced Major Norminot as French Ambassador in Van Bu province

August 23, 1904: renamed Son La province, the provincial capital moved to what is now Son La city The first French minister was Jean G Monpeyrat, who took power in place of minister Sévénier from 1902 to 1909 He was succeeded by French ministers such as Hernandez (1909 - 1911), Fillion, Bonnermain, Louis Rene, Pierre Grossin , Nempont, Romanetti, Saint Poulof (1928 - 1933), Cousseau, Gabon, Robert In 1907, Minister Monpeyrat built Son La prison In 1917, French ambassador Laumet opened

a school teaching the national language and French In 1933, minister Gabriel M de Saint-Poulof (ruling in place of Romanetti since 1928) was poisoned to death during the prisoners’ fight to escape from prison in Son La In 1939, Minister Cousseau took over In 1944, Robert replaced him as envoy to Son La and ruled until 1945

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After 1946, Son La province along with Lai Chau and Phong Tho provinces (founded

by France) established "Autonomous Thai Land" under French direction Bac Cam Quy became governor of Son La province

1948-1953: Belonged to the Viet Bac Inter-Region At this time, Son La province had

6 districts: Muong La, Thuan Chau, Phu Yen, Mai Son, Yen Chau, Moc Chau

1953-1955: Belonged to the Northwest Region

1955-1962: Removed from provincial level, belonged to Thai Meo Autonomous Region

1962-1975: Re-establishment of the province, belonging to the Northwest Autonomous Region (renamed from Thai Meo Autonomous Region), with 7 districts: adding Quynh Nhai and Song Ma districts, and Phu Yen district moved to the newly established Nghia Lo province

After the dissolution of the Northwest Autonomous Region, Son La province merged two more districts of the newly dissolved Nghia Lo province: Phu Yen and Bac Yen Since then, Son La province has the capital of Son La town and 9 districts: Bac Yen, Mai Son, Moc Chau, Muong La, Phu Yen, Quynh Nhai, Song Ma, Thuan Chau, Yen Chau

On December 2, 2003, Song Ma district was divided into two districts: Song Ma and Sop Cop

September 3, 2008, converted Son La town into Son La city

June 10, 2013, divided Moc Chau district into 2 districts: Moc Chau and Van Ho

4 Cultural

4.1, Traditional medication

The traditional use of medicinal plants has been an ancient practice for a long time, with traditional knowledge being transferred from generation to generation and among communities About 80% of the world’s population relies on traditional medicine, especially in remote areas in developing countries where medicinal plants may form the only available source of health care

Diversity of medicinal plants: The study recorded 99 medicinal plants species traded in

32 traditional markets within the Son La province, belonging to 88 genera in 57 families These species are the major ingredients and hold properties for 142 different treatments and recipes For most species only one recipe was mentioned; some have multiple medicinal applications The number of medicinal plant species sold in markets within the Son La province 1s 3.2% of the total medicinal plant species in Vietnam The plant families with the highest number of recorded species were, in order, Zingiberaceae with eight species (7.6% ), Cucurbitaceae with five species (4.8%), Fabaceae with five species (4.8% ), Euphorbiaceae with four species (3.8%), Amaranthaceae with three species (2.9% ), Asteraceae with three species (2.9%),

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Lamiaceae with three species (2.9%), Rubiaceae with three species (2.9%), Amaryllidaceae with three species (2.9%), and Poaceae with three species (2.9%) According to interviews with long-distance traders, Mahonia bealei, Codonopsis javanica, Fibraurea tinctoria, Polygonum multiflorum, Morinda officinalis, and Curculigo orchioides are popular items in herbal markets in other provinces Given the vegetation of the areas, it is quite likely that these species were collected from the nearby Natural Reserve Areas of Xuan Nha, Ta Xua, Sop Cop, Copia, and MuongL which are extremely rich in plant diversity but vulnerable to incursions by people

Diversity of plant parts used: \n traditional medicine, different plant parts are used to treat different diseases: different components of one medicinal plant may have different effects Some medicinal plant species have only one component that can be used, while for other species several components or the whole plant can be used Among the medicinal species available at the major markets of the Son La province,

10 different usable plant parts: leaves 46 reports, root, rhizome 33 reports, fruits 25 reports, whole plant 19 reports, stems 19 reports, seeds (nine), tubers (eight), flowers (five), barks (four) and Bulb (one) Leaves were by far the most common plant material used, followed by root and rhizome Leaves, roots and rhizome were also often well represented in other studies In addition, leaves are easily traded in the herbal market, so preference is given to leaves in various ethnic communities Among indigenous communities, people always use leaves because of their availability and ease in the preparation of recipes

Administration of medicines: In regard to the mode of administration, the form used most frequently was oral intake (81.69%) followed by external application (12.28%), rubbing/massage (3.52%), while only 2.11% are delivered by inhalation The fact that oral route of administration of the herbals is the most common in Son La

4.2 Festival

Son La province has no religious festivals, no festivals imported from abroad into the province, but only folk festivals of ethnic groups, revolutionary historical festivals on the occasion of major anniversaries of the country Countries, ethnic groups, and localities do not organize these events regularly, but only in even-numbered years In addition, there are two festivals that are both national and modern that are held regularly every year: Festival of national unity, organized by groups, villages and sub- regions on November 18 every year ; Independence Festival (September 2) of the Mong people in Moc Chau Festivals of ethnic groups in Son La province are held without any form of ostentation, distractions, or profit-seeking business

Some ethnic festivals in Son La such as: Moi festival, keo si ceremony, lap Tinh, hoa ban festival, xen ban, xen muong, xip xi, praying for rain, praying for good harvest, nao xong, sowing seeds, kin pang then, hair washing, xen pang a, muong a ma, celebrating new rice along with folk games such as: boat racing, con tossing, pa pao throwing, crossbow shooting, pounding rice cake, tug of war, pushing sticks , playing

tu lu, dragon incubating eggs, to mak le Regarding dance, national music includes

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Xoe dance, Bap dance, Hat dance, Khen dance, Umbrella dance, Tha Khong dance, bell dance, tribute dance, au eo

4.3 Culinary

The cuisine of Son La ethnic groups does not come from expensive seafood or hard-to- find ingredients, but from the simple daily lives of the people Traditional dishes are not too sophisticated, but do not lack delicacies, enough for those who enjoy them to feel that they contain the cultural story of an ethnic community

Each ethnic group in Son La has its own unique culture but finds common ground in culinary culture Most ethnic people have dishes that originated from a long-standing method of food preservation, which is hanging meat in the kitchen Fresh meat from buffalo, beef, pork, chicken, or fish is marinated with spices, or salted, then hung on the kitchen counter and can be left for a month or several months without spoiling The meat is dried and firm but still retains its delicious flavor Today, this traditional way

of preserving is modified in the preparation of national dishes, and has become a famous specialty, which whenever people mention Son La, people immediately think

of it, such as buffalo meat in the kitchen, three only smoked These dishes with the smell of kitchen smoke are indispensable in the Tet tray of the people and have become familiar on the banquet tables of ethnic cuisine restaurants

The culture of using firewood of the people is the mountainous region also has its mark in cuisine, especially grilled dishes From simple ingredients, but through the skillful hands of the cook and the delicate way of adding spices, dishes cooked on the fire become rich in flavor and have an attractive, delicious aroma Especially grilled chicken, grilled fish (pa pinh top), or minced meat wrapped in grilled leaves (nhua pinh), and bamboo-tube rice of the Thai people The secret to making grilled dishes attractive is thanks to the typical spices of the Northwest, especially Mac Khen, and the selection of fresh ingredients from hill chicken, stream fish, upland sticky rice

Tourists coming to Son La are especially impressed with the typical dishes for each region and each ethnic group For example, the Mong ethnic people have a famous Thang Co dish that is known as an outstanding representative of highland cuisine The Thai and Muong ethnic people living in the Da River Lake area have fish sauce, the Dao ethnic people have sour meat dishes , which have been preserved and passed down for generations Simpler dishes with bold flavors of the mountains and forests such as sweet and crispy ban flower salad, fragrant pip flower salad, dishes made from watermelon fruit with a dark and bitter taste, very strange but easy to eat It’s enough

to make diners remember forever a countryside with close, very sophisticated people, putting their hospitality into every delicious dish

5 Economic

GDP: Closing the year 2022, the overall assessment of Son La province's economic development in 2022 has many bright spots Total product in the province is estimated

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to increase by 8.71% compared to 2021; GRDP per capita is estimated at 48.96 million VND/person/year (1.96 million VND more than the plan)

Unemployment: Son La province is entering the stage of urbanization, the population

of urban areas is gradually increasing The proportion of ethnic minorities accounts for 82%, the proportion of trained workers by 2020 is 55%; Labor structure in the fields of agriculture, forestry and fishery 1s 68.7%; industry and construction is 15.5%; trade and services is 15.8% Unemployment rate in urban areas is 3.8%

6 PESTEL analysis

Political factors | Political Stability: Son La is located in a politically stable region

of Vietnam, which helps the business model avoid external political fluctuations

Local Economy: Son La is a rural province with slower economic development compared to major cities This may impact the purchasing power of local customers

Natural Resources: Son La_ boasts

natural hot springs and beautiful

landscapes, making it an attractive

destination

Integration of Tourism and Health:

Offering herbal treatment services along

with hot springs tourism can attract

Local Economic Weakness: The local population's purchasing power may be limited as Son La is a rural province with relatively low average income

competition from other hot springs and health treatment services in different

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customers interested in health and

relaxation

Geographical Location: Sơn La is

located in a region with tourism potential

and is easily accessible from major cities

like Hanot

locations

Infrastructure: Transportation and public utilities infrastructure may need improvement to attract tourists

Enhanced Marketing: Utilize digital

marketing and communication channels

to create awareness about our services

International Customer Development:

Attract international tourists through

promotion and adherence to international

standards

Local Collaboration: Collaborate with

local businesses and organizations to

create comprehensive tourism packages

Political and Legal Changes: Changes in political or legal regulations could

impact the business operations

Natural Impact: Natural disasters and harsh weather conditions can affect business activities

Service Quality: Poor-quality services

or failure in herbal supply can damage our reputation and customer base

8 Segmentation, Targeting, & Positioning of Destination

Cultural tourism Cultural tourism Explore exotic cultural — natural

Exploration tourism Medical tourism UEP

Geographical

Mountainous

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PART II—- NEW TOURISM PRODUCT DEVELOPMENT Recommendation of a new product: Medication & retreat tourism

Target customer: people who care about (physical & mental) health

Bases: natural hot springs, herbs & traditional medical practices

Vision: Son La becomes one of the most attractive destinations representing for treatment &

healthcare tourism in Vietnam

Mission: Provide a new healthy perspective of lifestyle

USP: treat & heal

UEP: tranquil & healthy

1 Current tourism product assessment - Tourism & Hospitality performance

Son La province has conducted research and development in ecotourism, agriculture and rural areas This includes the establishment of rural tourism models in Ta Phenh village, Tan Lap commune, Moc Chau district; green tourism models in Vat village, Muong Sang commune, Moc Chau district Visitors can explore tea plantations, pine forest, sweet plum orchards, strawberries, oranges, kumquats, dairy farms, and aquaculture on reservoirs within hydropower plants

Furthermore, agricultural development utilizes high technology to create tourism products associated with agriculture The province actively promotes tourism products linked to conservation efforts and the cultural richness of ethnic minorities This include festivals like Kin Pang Then festival (Quynh Nhai), Mung Com Moi festival (Muong La, Sop Cop), Het Cha festival (Moc Chau) Folk art teams have been established to perform traditional folk songs, dances, and ethnic musical instruments at tourist sites

1.1.1 Target market

e Wellness and Health Tourists: The serene environment and eco-friendly atmosphere make Son La a potential destination for wellness and health tourism Activities like yoga retreats and spa treatments can be promoted

« Cultural and Heritage Tourists: Son La’s rich ethnic diversity and traditional festivals make it appealing to travelers interested in cultural experiences and learning about the customs and traditions of various ethnic group

¢« Photography and Art Enthusiasts: The scenic beauty, diverse cultures, and unique agricultural practices provide excellent opportunities for photography and artistic exploration, making it an attractive destination for photographers and artists

¢ Agricultural and Culinary Tourists: Son La's focus on agricultural tourism allows it to attract visitors interested in exploring tea plantations, fruit orchards, and dairy farms Culinary tourists can also enjoy tasting local specialties made from fresh produce

« Adventure Seekers: Activities such as trekking, hiking, and water sports in the region's lakes and rivers can attract adventure enthusiasts looking for challenging and thrilling experiences

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Since the beginning of 2023, numerous cultural, sports, and tourism activities have taken place in Son La province, capturing the interest of a large number of tourists both locally and internationally Particularly noteworthy is the series of events during the Son La Province Cultural Tourism Festival 2023 Concurrently, the province has been actively focusing on enhancing connections, promoting, and advertising tourism

to various regions and travel businesses nationwide This effort involves developing new tours and travel routes Currently, Son La province boasts 610 tourism accommodation establishments, including 8 hotels rated 3 stars and above, with the rest comprising guesthouses, tourist homestays, and other forms of tourism lodging In the first 9 months of 2023, the total number of visitors to Son La reached 4,110,000 people, generating an estimated revenue of 4,310 billion VND

12 Demand Seasonality

Peak Season: There may be a peak season when demand for medication and retreat tourism is at its highest In Son La, this could coincide with favorable weather conditions or holiday periods when people are more inclined to travel for health and relaxation purposes It's essential to capitalize on this peak season by offering special promotions, expanding our services, and ensuring sufficient staff and resources to meet high demand

Off-Peak Season: Conversely, there will likely be periods of lower demand, often referred to as the off-peak season During these times, attracting customers may be more challenging, and we may need to adjust your pricing, offer discounts or packages, or focus on other marketing efforts to maintain a steady flow of customers Holiday Season: Holidays, festivals, and cultural events can significantly influence demand For example, Vietnamese Lunar New Year (Tét) might be a time when more people travel for relaxation and healthcare Recognizing these holiday seasons and tailoring our services or promotions to align with them can be beneficial Weather Conditions: Weather can play a significant role in demand seasonality Son La's climate may have distinct seasons, with more tourists seeking hot springs and herbal treatments during certain times of the year when the weather is conducive to outdoor

activities

Local Events: Local events, such as health and wellness fairs, traditional festivals, or cultural events, can also impact demand Participating in or aligning our marketing efforts with these events can help attract customers

Marketing and Promotions: we will plan our marketing campaigns and promotions

to coincide with periods of high demand and stimulate interest during off-peak times For example, we might offer special packages or discounts during the low season to attract visitors

1.3 Tourism revenue

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In 2022, Son La province will welcome about 3.2 million tourists, an increase of 3.5 times compared to 2021; Revenue from tourism activities is estimated at 2,800 billion VND, an increase of more than 2,000 billion VND compared to the previous year 1.4 Growth in sources

1.4.1 Tangible

Agricultural Resources: Son La is known for its agricultural potential The province has fertile land for cultivating various crops, including rice, tea, coffee, and fruit trees The growth in agriculture contributes to the province's tangible resources

Natural Resources: The province is rich in natural resources such as minerals, forests, and water resources These resources can be harnessed for economic growth and infrastructure development

Human Resources: The province is investing in education and vocational training to enhance the skills and capabilities of its workforce A well-educated and skilled labor force is a valuable intangible resource for economic development

Infrastructure Development: Investments in transportation and infrastructure, such

as roads and bridges, improve connectivity within the province and with neighboring regions, facilitating economic growth

1.4.2 Intangible

Hydropower: Son La is home to the Son La Hydropower Plant, one of the largest hydropower plants in Southeast Asia This provides a significant source of electricity and revenue for the province

Tourism Potential: Son La's natural beauty, including mountains, forests, and hot springs, offers significant potential for tourism growth This can bring in revenue and employment opportunities, contributing to tangible and intangible resources

Cultural and Historical Heritage: Son La has a rich cultural heritage, including various ethnic groups with unique traditions Preserving and promoting this cultural heritage can enhance intangible resources and support cultural tourism

Healthcare and Education: Improvements in healthcare services and educational institutions are crucial for the development of human capital and overall quality of life

in the province

Government Initiatives: Government policies and initiatives to promote economic development, investment, and job creation play a significant role in resource growth Renewable Energy: Besides hydropower, the province may explore opportunities in renewable energy sources like wind and solar power, contributing to energy sustainability and economic growth

2 Competitor

2.1 Direct competitor

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In Vietnam, Lao Cai has become a popular destination for many travelers seeking healing tourism experiences Visitors can participate in tours combining yoga practice with local knowledge about healthcare There are 5 choices: Yoga amidst the scenic Ham Rong Mountain; Yoga combined with traditional therapeutic methods of the Dao

Do ethnic in Ta Phin; Yoga amidst the terraced fields; Yoga combined with the therapeutic practice of “forest bathing” at Suoi Vang - Love Waterfall; and Yoga combined with the exploration of the Mong ethnic culture in Hau Chu Ngai

In the Mekong Delta region, Dong Thap is one of the areas with significant potential for developing healing tourism, particularly focusing on the local lotus flowers Connected with the image of the lotus, many tourist areas in Dong Thap are suitable for relaxation, and energy rejuvenation amidst lush green spaces, and offering tourists the opportunity to enjoy nutritious dishes made from lotus

Ba Ria - Vung Tau is another locality with a variety of wellness and healing tourism products, closely linked to its coastal and island tourism resources in cities like Vung Tau and Ba Ria, as well as in districts like Con Dao, Long Dien and the Binh Chau hot spring in Xuyen Moc district

Medical tourism has gained significant attention and growth globally For instance, Ubud in Indonesia is celebrated as a profoundly mystical place, recognized for its spiritual aura and healing qualities Ubud is a serene town that fosters emotional and spiritual awakening Traditional practices such as meditation and yoga are popular in Indonesia for revitalizing both the mind and body

2.2 Indirect competitor

Spa and Wellness Centers: Spa and wellness centers in the area could be considered indirect competitors, especially if they offer spa therapies and healthcare services These are places where customers may seek relaxation and beauty treatments, competing with our hot springs and herbal treatments

Other Resorts and Tourist Areas: Other resorts or tourist destinations in the region may provide sports activities, entertainment, and food and beverage services, creating competition with our model

Medical and Home Healthcare Centers: If there are professional medical centers or home healthcare services in Son La, they could also be indirect competitors Some individuals may prioritize seeking conventional healthcare over herbal therapies Spiritual and Cultural Tourism: If Son La has unique spiritual or cultural tourist attractions, such as temples or traditional events, they could attract some potential customers away from your business

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3 Product competitive analysis

Figure 10 Elements of destination competitiveness

—

Resources

Macro environment Tangible

Intangible ì

| | Financial ý Related and supporting

Volumeandspend = |* ; : Ũ † > Financial services Se

Growth in source countries/ Retail

Relationships Organisation Funding

(Source: WTO - A Practical Guide to Tourism Destination Management) 3.1 Market

3.1.1 Growth trends

Son La province has placed significant emphasis on developing tourism, turning it into

a key economic sector that drives the development of other industries This approach has played a crucial role in shaping the modern economic structure of the province The province has strengthened connections with other provinces in the northern midland and mountainous regions as well as with other areas, forming international links to maximize the local tourism potential

The development of tourism focuses on diversifying products by selectively exploring natural, cultural, historical, social, and human aspects It aims to establish prominent and distinctive tour routes, inheriting and promoting the existing tourism infrastructure while developing new values

Special attention is given to rapid and sustainable tourism development, which is closely associated with preserving and promoting the unique cultural heritage of ethnic minorities, both tangible and intangible Eco-tourism development is linked to environmental preservation and enhancement Cultural tourism, rooted in the traditional cultural heritage of ethnic minorities, serves as a foundation for various other forms of tourism Additionally, there is a push to expand community-based tourism, creating employment opportunities and contributing to poverty reduction and the development of new rural areas

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In the period from 2021 to 2030, Son La province has set the goal to develop tourism

in a sustainable manner, diversify its products, and strive to become a key economic sector contributing to 10-13% of the province's Gross Regional Domestic Product (GRDP) By 2050, tourism in Son La aims to become the province's pillar industry, contributing 15-18% of the GRDP The vision is to establish Son La as a safe and attractive destination, a focal point in the Vietnam-Laos border tourism region, and a highly competitive destination in the Northern Midland and Mountainous region, known for its quality and professionalism

The development of Son La's tourism will be based on inheriting, promoting, and enhancing the five established tourism types from the 2011-2020 period, including agricultural eco-tourism, cultural and historical tourism, community-based tourism, resort, entertainment, and health tourism, as well as specialized tourism with modern and professional tourism infrastructure The objective is to make tourism a significant and positive contributor to the province's socioeconomic development by 2030 This will promote the development of other economic sectors, contribute to poverty reduction, ensure social security, and national defense Additionally, there will be a focus on human resource development and digital transformation within the tourism sector, enabling efficient smart tourism operations through the application of modern science and technology The ultimate goal is to position Son La as an attractive destination in Vietnam's strategic plan for the period 2023-2050

3.1.2 Seasonality

The seasonality in Son La is evident through the strategic utilization of local events and festivals to attract visitors during specific times of the year For example, Moc Chau, a famous destination in Son La, draws thousands of tourists each year during the buckwheat flower season In November and December, the buckwheat fields bloom with enchanting purple hues, creating a mystical and captivating landscape This event not only appeals to nature enthusiasts but also provides an excellent opportunity to capture beautiful moments during their travels

Furthermore, cultural events such as traditional festivals and local fairs serve as compelling attractions at specific times For instance, the Northwestern Coffee Festival held annually in March attracts numerous visitors Tourists can not only enjoy unique coffee blends but also participate in various cultural and artistic activities, creating an unforgettable experience

3.2 Resources

3.2.1 Tangible Resources

Natural Resources: Son La boasts a strategic location in North-West Vietnam with a diverse climate, rich biodiversity, hot springs, and scenic landscapes It experiences mild and moderate climate conditions, making it a year-round destination

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Biodiversity: The province has a significant number of fauna and flora species, including rare species listed in Vietnam's Red Book There are also several nature

reserves

Hot Springs: Son La is known for its hot spring destinations like Ban Mong, Ban Luot, and Ban Phu Mau, offering water with temperatures between 50 - 70 degrees Celsius, suitable for relaxation and health benefits

Plants: The region is famous for its fruits, including peaches, cat apples (Son Tra fruit), and Yen Chau round mangoes, contributing to its agricultural appeal

Herbs: Son La has a substantial forestry sector with over 560 species of medicinal plants, providing opportunities for herbal medicine development

Infrastructure: The province has a reliable transportation network, including national highways, air travel access, and waterways It also has a growing power and water supply infrastructure

Accommodation: Accommodation options in Son La include hotels, motels, guesthouses, villas, homestays, farmstays, bungalows, and tourist camping sites, catering to various preferences and budgets

Financial: Son La's economy is gradually growing, with a 2021 GDP growth rate of 2.2% The province has also attracted foreign direct investment (FDI) projects Human Resources: Son La is actively developing its human resources, particularly in the tourism sector There are vocational education institutions, training programs, and initiatives to enhance skills and motivation in the industry

3.1.2 Intangible Resources

Image and Culture: Son La is a culturally diverse region with a rich national identity It's home to various ethnic groups, each with its cultural heritage, languages, and traditions Unique performing arts, culinary culture, and historical relics add to its cultural appeal

Lifestyle: The province is known for its friendly, open, and hospitable lifestyle, with a strong sense of community and cultural values

3.3 Industry

3.3.1 Government Entities and Local Authorities

Son La Provincial People's Committee: This is the highest administrative authority in the province It plays a central role in tourism development by formulating policies, regulations, and strategies for the sector It also allocates budgets and resources for tourism initiatives

Son La Department of Culture, Sports, and Tourism: This department is responsible for overseeing and promoting tourism activities within the province It

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collaborates with various stakeholders to develop and implement tourism-related programs and initiatives

Local Governments: District and commune-level authorities within Son La also play a role in supporting and regulating tourism activities in their respective areas 3.3.2 DMO

In the context of Son La's tourism industry, Destination Management Organization (DMO) plays a crucial role in coordinating and promoting tourism activities within the province The DMO in Son La functions as a centralized body responsible for strategic planning, marketing, and development of tourism initiatives to enhance the overall visitor experience and promote sustainable tourism practices

The DMO in Son La collaborates with local businesses, government agencies, and community stakeholders to create cohesive tourism strategies They focus on developing unique tourism products, promoting cultural heritage, and ensuring environmental sustainability Additionally, the DMO works on creating effective marketing campaigns, both domestically and internationally, to attract tourists and boost the local economy

Furthermore, the DMO acts as a facilitator between tourists and local businesses, ensuring that visitors have access to accurate information, quality services, and authentic experiences They actively engage with tour operators, accommodations, and attractions to maintain high standards in the tourism sector

By efficiently managing tourism activities, the DMO in Son La contributes significantly to the growth of the local tourism industry, fostering economic development and preserving the cultural and natural heritage of the region

A specific example of the role of the Destination Management Organization (DMO) in Son La is the implementation of local tourism promotion and marketing campaigns With the support of DMO, Son La has organized events and tourism fairs such as "Son

La Tourism Week" and local tourism exhibitions These events not only enhance awareness of Son La as an attractive tourist destination but also create business opportunities for local enterprises by attracting a large number of participants Furthermore, the DMO has overseen the development of promotional guides and materials, helping tourists learn about famous tourist spots such as Moc Chau and Sung La Cave These detailed and captivating pieces of information have sparked curiosity and interest among tourists, making it easy for them to plan and prepare for their trips

Additionally, the DMO has collaborated with travel websites, online hotel booking systems, and tourism partners to provide accurate information and _ attractive promotions, creating favorable conditions for tourists when choosing Son La as their destination All these efforts play a significant role in enhancing competitiveness and attracting a large number of tourists to Son La

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3.3.3 Project

Structure: The structure of each tourism project can vary depending on its specific goals and scale Some projects may be led and managed by the Son La provincial government, while others may be carried out by private sector partners or community organizations The structure is designed to align with the specific objectives of the project, such as developing tourism infrastructure, preserving culture, or marketing tourism

Relationships: Tourism projects often require close collaboration with multiple stakeholders, including provincial and local government agencies, local communities, businesses in the tourism sector, and non-governmental organizations (NGOs) Strong relationships among these parties are crucial for effective cooperation and the success

of the project

Organization: The organization responsible for a specific tourism project can vary widely It can be a provincial government agency, a private company in the tourism industry, a community group, or a non-profit organization, depending on the nature of the project A project may be managed by the provincial Department of Tourism or through a public-private partnership

Funding Sources: Tourism projects can be funded through various sources, including the provincial government's budget, investment from tourism development funds, international assistance from organizations, and private sector investments in tourism Revenue generated from tourism activities can also be used for reinvestment in project development and maintenance

3.4 Related & supporting industry

3.4.1 Public service

Currently, Son La province is actively proposing to the Ministry of Transport the renovation and upgrading of some important national highways to establish comnections with neighboring provinces This is part of the mid-term public investment plan for the period 2021-2025 in Son La, which includes 30 transportation projects with a total length of 427 km

The most noteworthy project is the implementation of procedures for the construction

of the Hoa Binh - Moc Chau expressway, a major transportation project that significantly improves travel between different regions within the province and connects with neighboring provinces Additionally, Son La province is also undergoing steps to enhance and upgrade the Na San Airport, which will play a crucial role in boosting tourism development in the region These efforts not only improve transportation conditions for tourists but also make Son La more appealing to visitors and potential investors

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Localities like Quynh Nhai, Bac Yen, and Muong La are focusing their resources on building infrastructure and technical facilities to serve tourism, creating attractive destinations that are convenient for attracting visitors to explore, experience, and stay Historical sites and scenic spots are being restored, preserved, and integrated into the tourism development plans

Additionally, telecommunication infrastructure is being extended to remote and deep areas, with the deployment of 4G mobile networks covering 100% of the communes, wards, and towns This investment ensures that Son La tourism has fast and widespread connectivity, providing tourists with quick and easy access to information about the region

3.4.2 Financial service

Financial services play a crucial role in supporting the development of the tourism industry in Son La Local businesses in the tourism sector often require financial assistance for expansion, renovation, and marketing efforts Financial institutions such

as Agribank provide loans and financial services tailored to the needs of these businesses, enabling them to enhance their facilities and attract more tourists 3.4.3 Retail

The retail sector in Son La has shaped unique shopping experiences for tourists by offering distinctive local products For instance, Cho Co in Moc Chau has become a renowned destination where tourists can purchase natural honey, special teas, and handmade crafts by local artisans The variety of products and genuine service has attracted many visitors to explore and shop, providing stable income to local vendors Chợ Mộc Châu 1s not just a shopping venue; it's also a cultural destination Tourists can immerse themselves in the traditional atmosphere of the mountainous region and shop for unique handmade products made from leather, ethnic fabrics, and wood, showcasing Son La's craftsmanship

Quynh Nhai Market is where travelers can find a wide range of regional culinary specialties, from various types of honey to fresh and delicious fruits The market offers fresh and high-quality agricultural products, building trust among visitors and enhancing Son La's appeal in the tourism industry The combination of product quality and a unique shopping experience makes this market an unmissable destination for food enthusiasts and those interested in local culture

3.4.4 Construction

In the field of construction in Son La, the development of the tourism industry has stimulated various unique and diverse construction projects One notable example is the construction of high-end resorts in Moc Chau, such as "Moc Chau Arena Village" and "Moc Chau Forest City." These projects not only include accommodations, restaurants, and entertainment facilities but also blend seamlessly with Moc Chau's lush greenery, creating an ideal relaxing space for tourists Coteccons, a prominent

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construction company, has been involved in building and perfecting these projects, setting high standards for quality and design

Additionally, projects like constructing homestays and vacation villas in areas like Moc Chau and Sung La Cave are also garnering attention Contractors and construction companies have closely collaborated with the local community to create eco-friendly and culturally senstive accommodation spaces, simultaneously generating income for the local people by providing lodging and culinary services to tourists

3.4.5 Manufacturing supplier

In the tourism industry of Son La, close collaboration with raw material suppliers such

as vegetable farms and orchards in Moc Chau has created unique and high-quality culinary products For example, upscale restaurants in Moc Chau have established partnerships with local vegetable farms The fresh, chemical-free greens and herbs sourced directly from these farms not only ensure the health of tourists but also preserve the natural and fresh flavors of the dishes This not only satisfies tourists but also enhances the reputation and quality of the restaurants, contributing to the stable development of Son La's tourism sector

This collaboration not only provides local businesses with a stable supply but also promotes the development of local agriculture, creating new sources of income and employment opportunities for rural communities Moreover, utilizing local produce helps minimize the environmental impact of long-distance transportation, supports environmental conservation, and enhances community benefits These achievements are clear evidence of the positive linkages between the tourism industry and raw material suppliers, fostering the sustainable development of Son La's tourism sector

3.5 Macro environment

3.5.1 Climate

Son La has a tropical monsoon climate, characterized by cool winters and hot, humid summers The region’s mountainous terrain and the presence of numerous hydropower reservoirs divide Son La’s climate into several microclimates Notably, there are cool and milb areas with temperatures ranging from 18 to 21 C degrees, ideal for tourism development These areas include the Moc Chau Plateau, Ta Xua in Bac Yen, Co Ma

in Thuan Chau, and Ngoc Chien in Muong La Additionally, there are hot and humid microclimates in places like Song Ma, Muong La, and Phu Yen

With its pleasant climate, during spring, places like the Moc Chau Plateau, adorned with tea hills, apricot blossoms, plum blossoms, cherry blossoms, and Son Tra, along with the fields of mustards flowers, become particularly attractive to tourists, creating

a magnetic pull for travelers

3.5.2 Culture

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Son La province is home to 12 ethnic groups, with the majority being Thai, Kinh, Mong, and Muong These ethnic groups are considered unique humanistic tourism resources that can be exploited to create valuable cultural tourism products The Son

La ethnic communities preserve rich cultural values, deeply rooted in the Northwestern region, which contribute to the distinctiveness of Son La - Northwestern tourism products Each ethnic group possesses its own unique cultural identity, with similarities and differences that create distinct cultural traditions for Son La Many ethnic villages in Son La have preserved numerous traditional values and cultural practices Several ethnic villages have started developing community-based eco- tourism models, such as Na Bai Village, Phu Mau 1, and Phu Mau 2 (in Chieng Yen commune, Van Ho district)

3.5.3 Technology

In recent years, technology has played a vital role in promoting and connecting destinations with tourists both domestically and internationally in Son La's tourism sector Travelers can easily access information about tourist locations, entertainment areas, service prices, and more through popular applications such as Google, Facebook, and Zalo With just a few keywords like "hotels in Son La," "Son La travel experiences," or "Son La tourist attractions," tourists can readily search and choose suitable types and destinations for their travel needs

The implementation of smart applications in tourism activities has been actively undertaken by the Department of Culture, Sports, and Tourism This initiative involves press conferences, seminars, and dialogues with businesses A smart travel guidebook has been developed, introducing travel routes and destination information through QR codes printed on promotional materials These guides are presented at conferences, seminars, and tourism events Additionally, tourists can experience virtual reality through 360-degree tours at seminars, exhibitions, product introductions, and various tourism-related events This information is disseminated through the Department of Culture, Sports, and Tourism's websites, as well as on the tourism websites of eight Northwestern provinces

In Son La, the application of information technology in tourism has yielded significant results It supports information dissemination and tourism promotion through various platforms, including websites, online portals, electronic information pages, online newspapers, Facebook, and Zalo These websites integrate diverse features and utilities, such as electronic maps, online room bookings, online payments, live online consultations, customer support, currency conversion tools, and weather forecasts Moreover, tourist areas and destinations proactively create QR codes, allowing visitors

to easily access and search for relevant information about their destinations

3.5.4 Pandemic

The negative impact of the Covid-19 pandemic on Son La’s tourism industry cannot

be denied The outbreak has created a series of issues and challenges that this sector is currently grappling with

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Firstly, the number of tourists visiting Son La has significantly decreased during the pandemic According to data from the Department of Culture, Sports, and Tourism of Son La, tourist numbers have dropped by up to 70% compared to the same period last year (Year 2019) This has led to a substantial decline in sales and revenue for local tourism businesses For instance, several hotels and restaurants have had to close permanently or downsize their operations, resulting in a loss of over 60% of their monthly revenue

Secondly, many tourism events and festivals have had to be canceled or postponed For example, the Moc Chau Festival, featuring traditional cultural activities and local product showcases, was canceled, missing the opportunity for widespread promotion

of Son La tourism

Lastly, the implementation of social distancing measures and travel restrictions has reduced the demand for services like restaurants and souvenir shops This not only impacts immediate revenue but also poses long-term challenges to the economic stability of Son La's tourism industry Specifically, restaurants and cafes have experienced challenging periods due to reduced customers, and many souvenir shops have had to discount their goods to attract buyers

Despite these challenges, enhancing online promotion through websites and social media platforms can help Son La attract tourists Tourism promotion websites and mobile applications, such as Vietnamtourism.com and the official Facebook pages of the Department of Culture, Sports, and Tourism of Son La, need to develop compelling content and offer attractive deals Additionally, promotional programs such as discounts or gifts for tourist destinations within Son La can incentivize tourists

to return

However, under the pressure of the pandemic, the tourism sector in Son La also underwent positive transformations and learned from these difficult situations One of the positive impacts of the pandemic was the strengthening of safety and hygiene measures In tourist destinations Businesses and tourist spots in Son La implemented stringent hygiene and safety protocols to ensure the health of tourists, creating a safe and reliable tourism environment For instance, tourist attractions like Moc Chau Flower Valley introduced temperature checks for visitors, provided masks, and offered hand sanitizers to maintain a hygienic environment

Restrictions on international travel led to the growth of domestic tourism This provided an opportunity for Son La as Vietnamese people began exploring domestic tourist destinations, including Son La According to statistics from the Department of Culture, Sports, and Tourism of Son La province, the number of domestic tourists visiting Son La significantly increased in the third and fourth quarters of 2021, indicating the shift of Vietnamese citizens from international to domestic travel Moreover, there was a heightened awareness of eco-tourism and agritourism, which helped Son La focus on these forms of tourism Travelers expressed interest in

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experiencing rural life and visiting organic farms, creating opportunities for local tourism Organic farms like strawberry farms and dairy farms not only attracted tourists with their clean produce but also provided interactive experiences with animals and educational insights into agricultural practices

The pandemic also stimulated innovation in Son La's tourism industry Businesses and tour organizers developed new tourism experiences to attract tourists, enhancing the skills and creativity of the local community Unique tours, adventure tourism packages, and cultural experiences were introduced, catering to different interests of tourists

Furthermore, the pandemic fostered stronger community cooperation Collaborations between businesses, local authorities, and the community resulted in the creation of unique tourism experiences, benefiting the entire community This cooperation led to the organization of local festivals, cultural events, and community-based activities, which added value to the tourism sector

In conclusion, these changes not only helped Son La overcome the challenges posed

by the crisis but also contributed to the sustainable and innovative development of the tourism sector in the future

= In conclusion, the tourism and hotel industry in Son La province has both competitiveness and limitations in the following points:

Competitive Strengths:

¢« Natural and Cultural Resource-Based Competitiveness: Son La province possesses a unique range of natural and cultural resources, including beautiful landscapes, pleasant climate, and cultural heritage from various ethnic minorities This diversity is a strong point and helps create distinctive tourism products Son La has effectively utilized and developed these resources to create attractive tourism destinations

« Infrastructure Development: The province has invested in transportation infrastructure, including highways and an airport, to attract tourists and provide favorable conditions for tourism Son La has also developed various types of accommodations, ranging from luxury hotels to community guesthouses, to cater to different types of tourists

¢ Diversity in Tourism Products: Son La province has diversified its tourism products by focusing on various forms of tourism, including ecotourism, cultural and historical tourism, community-based tourism, and other types This approach attracts a diverse customer base and creates multiple opportunities for the hotel industry

¢« Smart Collaboration and Management: Son La has implemented information technology to improve tourism management and marketing The use of smart

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applications and information systems makes it easy for tourists to access information and provides a convenient experience

Limitations:

« Impact of COVID-19: The COVID-19 pandemic has significantly affected the tourism industry in Son La, leading to a sharp decline in tourist numbers and the cancellation or postponement of many events and festivals This has resulted in a decrease in sales and revenue for businesses in the sector

¢« Competition from Other Destinations: Vietnam and the region have many competitive tourism destinations, and Son La needs to compete with them to attract tourists Effective advertising and marketing are essential to highlight Son La in the eyes of tourists

« Enhancing Service Quality: To compete effectively, the tourism and hotel industry must maintain and improve service quality This includes training the workforce, maintaining cleanliness and safety standards, and meeting the needs and expectations of customers

+ Sustainable Management: To protect natural and cultural resources, sustainable management measures need to be established and implemented Son

La should ensure that tourism development does not harm the environment and the cultural heritage of the region

4 New product development process

4.1, Idea generation

4.1.1 Tourism performance and market segmentation

Son La province holds an ideal tourism market with dramatically growth over periods:

In 2021, due to the post-effect of the pandemic COVID-19, Son La province attracted approximately 900.000 tourists, with a revenue of 800 billion VND

In 2022, Son La welcomed 3,2 million tourists (3,51 times more than the statistics of 2021), with a revenue of 2.800 billion VND (3,29 times more than the figures of 2021)

Within the first 9 months of 2023, Son La attracted approximately 4,1 million tourists (exceeding 5,4% of the 2023 plan), with the expected revenue of 4.310 billion VND (exceeding 33,2% of the 2023 plan)

In 2025, the total number of visitors coming to Son La province is expected to reach 5,2 million, with the estimated earnings of 5.800 billion VND

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