Research for cultural tourism development dien bien province = nghiên cứu phát triển du lịch văn hoá tỉnh Điện biên

Research for cultural tourism development dien bien province = nghiên cứu phát triển du lịch văn hoá tỉnh Điện biên

ĐẠI HỌC QUỐC GIA HÀ NỘI TRƯỜNG QUẢN TRỊ VÀ KINH DOANH

-

LƯƠNG HOÀNG DUNG

RESEARCH FOR CULTURAL TOURISM DEVELOPMENT

IN DIEN BIEN PROVINCE

NGHIÊN CỨU PHÁT TRIỂN DU LỊCH VĂN HOÁ

TỈNH ĐIỆN BIÊN

LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH

HÀ NỘI - 2022

ĐẠI HỌC QUỐC GIA HÀ NỘI TRƯỜNG QUẢN TRỊ VÀ KINH DOANH

-

LƯƠNG HOÀNG DUNG

RESEARCH FOR CULTURAL TOURISM DEVELOPMENT

IN DIEN BIEN PROVINCE

NGHIÊN CỨU PHÁT TRIỂN DU LỊCH VĂN HOÁ

TỈNH ĐIỆN BIÊN

Chuyên ngành: Quản trị kinh doanh

Mã số: 8340101.01

LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH

NGƯỜI HƯỚNG DẪN KHOA HỌC: TS HOÀNG ANH TUẤN

HÀ NỘI - 2022

DECLARATION

The author commits that the content in this thesis are the results of the author's own research, obtained during the study and research period and have not been published in any other publications

The results of research and other people's research (figures, tables, formulas, graphs and others) mentioned in this thesis have been quotes and agreed by the authors

I am responsible to Thesis Defense Council, Faculty of Business and Administration and the law for the above commitments

In the process of making this survey, despite all efforts to improve the thesis, exchange and absorb the knowledge of the teachers, friends and colleagues and look for many documents, some errors or mistakes are unavoidable I would like to receive feedback from all the readers

Thank you!

TABLE OF CONTENT

DECLARATION

ACKNOWLEDGEMENT

LIST OF ABBREVIATION i

LIST OF TABLES ii

LIST OF FIGURE iii

CHAPTER1: THEORETICAL BASIS ON CULTURAL TOURISM AND DEVELOPMENT CONDITIONS OF DIEN BIEN PROVINCE CULTURAL TOURISM 1

1.1 Theoretical basis on cultural tourism 1

1.1.1 Concept of cutural tourism 1

1.1.2 Concept of cultural tourism resources 2

1.1.3 Concept of cultural tourism products 3

1.1.4 Concept of material and technical basis of cultural tourism 5

1.1.5 Concept of human resources in cultural tourism 6

1.1.6 Concept of cultural tourism destination 7

1.1.7 Concept of cultural tourism market 7

1.1.8 Concept of organization and management of cultural tourism 8

1.1.9 The concept of promotion, propaganda and advertising in cultural tourism 10 1.1.10 The concept of preserving cultural heritage in tourism 10

1.2 Conditions for the development of cultural tourism in Dien Bien province 11

1.2.1 Summary of natural conditions of Dien Bien 11

1.2.2 Historical and social conditions 12

1.2.3 Cultural tourism resources of Dien Bien 17

1.3 Lessons are learned in research and development of cultural tourism 24

1.3.1 Lessons are learned in the country 24

1.3.2 Lessons from foreign experiences 26

SUMMARY 29

CHAPTER 2: SITUATION OF CULTURAL TOURISM ACTIVITIES IN DIEN

BIEN PROVINCE 30

2.1 Cultural tourism market in Dien Bien 30

2.1.1 Purpose of visiting and learning of visitors 30

2.1.2 Diversity of visitors to Dien Bien 32

2.1.3 Accommodation needs of guests coming to Dien Bien 33

2.1.4 Number of tourists – cultural tourists to Dien Bien 36

2.1.5 Characteristics and trends of visitors 40

2.2 Technical facilities of cultural tourism in Dien Bien province 48

2.2.1 Tourist business establishment 48

2.2.2 Accommodation business 49

2.2.3 Food and beverage establishments 51

2.2.4 Transportation for tourists 52

2.2.5 Amusement and entertainment facilities 54

2.2.6 Additional services 54

2.3 Cultural tourism products of Dien Bien province 54

2.3.1 Travel to visit cultural and historical sites 54

2.3.2 Traditional tourism in Thai villages 56

2.3.3 Festival travelling 57

2.3.4 Craft village Travel 59

2.3.5 Resort travelling 60

2.3.6 Food tourism in Dien Bien 61

2.4 Typical cultural tourist attractions in Dien Bien 62

2.4.1 Typical cultural tourist attractions 62

2.4.2 Typical cultural tourism routes 69

2.5 Human resources in cultural tourism in Dien Bien province 71

2.5.1 Human resources for regular tourism in Dien Bien province 71

2.5.2 Seasonal Staffs 76

2.6 Propaganda and promotion of cultural tourism in Dien Bien province 77

2.6.1 Levels of government and state management 77

2.6.2 Tourism business units 79

2.6.3 Local residents 79

2.7 Organizing and managing cultural tourism in Dien Bien province 79

2.7.1 State management agency 79

2.7.2 Local government 82

2.7.3 Tourism businesses 83

2.8 Impact of tourism on cultural heritages in Dien Bien province 83

2.8.1 The impact of tourism on tangible cultural heritage 83

2.8.2 Impact of tourism on intangible cultural heritage 85

SUMMARY 88

CHAPTER 3: SOME SOLUTIONS TO CONTRIBUTE TO THE DEVELOPMENT OF CULTURAL TOURISM IN DIEN BIEN PROVINCE 89

3.1 The bases for proposing solutions 89

3.1.1 Orientation and development goals of Dien Bien province 89

3.1.2 State policy guidelines 91

3.1.3 Favorable conditions for the development of cultural tourism in the province 92

3.1.4 Limitations of cultural tourism in Dien Bien 96

3.2 Solutions to contribute to the development of Dien Bien cultural tourism 98

3.2.1 Core solutions 98

3.2.2 Recommended solutions 106

SUMMARY 112

CONCLUSION 113

REFERENCES 115

LIST OF ABBREVIATION

Construction Construction audit division

FS Audit Financial statement audit division

Co., Ltd

LIST OF TABLES

Table 1.1: Cultural resources tangible and intangible 2

Table 1.2: Compare tourism products and cultural products 4

Table 2.1: Current status of guest days and average days of stay 35

Table 2.2: Number of tourists to some Northwest provinces 36

Table 2.3: Current status of tourists to Dien Bien 37

Table 2.4: Market of international tourists to Dien Bien 39

Table 2.5: Tourism revenue of units through periods 45

Table 2.6: Cost of 3 days 2 nights tour to Dien Bien package for domestic guests traveling by plane in 2019 46

Table 2.7: Cost of 4 days 3 nights tour of domestic tourists to Dien Bien by car 47

Table 2.8: Tourism businesses in Dien Bien 49

Table 2.9: Accommodations in Dien Bien 51

Table 2.10: Restaurants in Dien Bien 52

Table 2.11: Tourism professional classes 73

Table 2.12: Direct labor in tourism in Dien Bien 74

Table 2.13: Pridiction the number of tourism workers from 2015 to 2030 75

Table 2.14 : Dien Bien Department of Culture, Sports and Tourism 75

Table 2.15: Dien Bien Tourism Promotion Information Center 76

Table 2.16: Dien Bien Phu Historical Victory Museum 76

LIST OF FIGURE

Picture 1.1: Heritage conservation process 11

Chart 2.1: Purpose of visitors to Dien Bien 30

Chart 2.2: Diversity of tourists to Dien Bien 32

Chart 2.3: Source of domestic tourists to Dien Bien 39

Chart 2.4: Demand for accommodation of guests coming to Dien Bien 41

Chart 2.5: Duration of stay of guests to Dien Bien 43

Chart 2.6: Spending level of visitors to Dien Bien 48

Chart 2.7: Labor qualification rate in 2019 75

Flowchart 2.1: Dien Bien Department of Culture, Sports and Tourism 80

Flowchart 2.2: Organization of Dien Bien Phu Monument Management Board 81

Flowchart 2.3: Dien Bien Trade - Investment and Tourism Promotion Center 82

Flowchart 2.4: Limited liability company 83

CHAPTER 1 THEORETICAL BASIS ON CULTURAL TOURISM AND DEVELOPMENT CONDITIONS OF DIEN BIEN PROVINCE CULTURAL TOURISM

1.1 Theoretical basis on cultural tourism

1.1.1 Concept of cutural tourism

It is necessary to make a clear distinction between the phrase "Cultural tourism" and "Heritage tourism" When it comes to tourist culture, it is about human

culture in exploiting, using and enjoying tourism products Talking about cultural consciousness and human behavior expressed in all tourism activities The term

"cultural tourism" here means to refer to a type of tourism that takes the tangible and intangible values of the nation's cultural heritages and traditions as the core in the tourism program

Currently, in the world and in the country, there are many concepts of cultural tourism as follows: “Cultural tourism is a type of tourism whose objective is to discover relics and sites It brings positive effects by contributing to the maintenance and conservation This type of model has in fact proved the efforts of conservation and embellishment, meeting the needs of the community for cultural - economic - social benefits (ICOMOS)

The World Tourism Organization (UNWTO) also gives another definition of

cultural tourism: “Cultural tourism includes activities by people whose main motive is the study and discovery of culture, such as cultural programs and activities studying, learning about the performing arts, about festivals and different cultural events, visiting monuments, nature, culture or folk art tourism, and pilgrimage "

According to the Law on Tourism of Vietnam, "Cultural tourism is a form of tourism based on national cultural identity with the participation of the community in order to preserve and promote traditional cultural values"

Or “Cultural tourism is a type of tourism based on the exploitation of national cultural heritage values and organized in a cultural way” (Nguyen Van Binh, 2005)

Thus, cultural tourism is a field of tourism that exploits cultural tourism resources and appropriate services to create tourism products to serve the needs of tourists Cultural tourism takes culture as a tourism resource Cultural tourism is selective, it is both educational and cognitive, helps to preserve and promote cultural values, and is a bridge for cultural exchanges between regions

1.1.2 Concept of cultural tourism resources

Vietnam's tourism law divides resources into two main types: natural tourism resources including geological elements such as forests, seas, rivers, lakes, caves and cultural tourism resources being exploited and unexploited Cultural tourism resources are created from the hands and minds of people in the process of living, working and creating such as historical and cultural relics, dishes or handicrafts In this case, cultural elements are classified as cultural tourism resources such as cultural traditions, cultural elements, folk art and this is also a very unique resource in tourism However, cultural resources are divided into two basic types: tangible cultural resources exist in a tangible form that people can see and touch, such as architectural works, crafts, tools …; and intangible cultural resources exist in invisible form, do not exist in space, people only have Nguyen Van Binh (2005), Developing eco-tourism, cultural tourism - a tool to preserve natural environment protection and social environment, tourism environmental protection, Vietnam National Administration of Tourism, p.98 can be perceived through the senses such as festivals, art forms, ways of communicating and behaving …

Table 1.1: Cultural resources tangible and intangible

Tangible cultural resources Intangible cultural resources

- Architecture - Religions, beliefs

- Tools of labor and production - Choreography

- Utility premises - Traditional crafts

- Folk theater heritages

- Performing Arts Not all cultural resources are cultural tourism resources It must satisfy all objective and subjective conditions Cultural tourism resources are all cultural resources that can be combined with corresponding tourism services to form tourism products

The tangible or intangible heritage values can only be promoted when they really play

a certain role affecting people's psychology, emotions and knowledge Thus, only cultural values that are allowed to be exploited and put into tourism activities and are attractive to tourists will become cultural tourism resources Cultural tourism exploits the heritage and traditional values of the nation as its own resources and this resource

is the core of the cultural tourism program

1.1.3 Concept of cultural tourism products

In the process of life, people have created culture and human creativity is knowing how to apply cultural values to create cultural tourism products to satisfy the requirements and aspirations of people to learn There are many concepts of tourism

products such as "Tourism product is a set of services necessary to satisfy the needs of tourists during a tourist trip" (Tran Huu Son, 2010)

According to Dr Duong Van Sau, “Tourism products are all services that create specific cultural goods provided by individuals and tourism business organizations to serve the needs of tourists different target audience; it conforms to professional criteria according to international practices and contains typical indigenous cultural values; meet and satisfy socio-economic goals for individuals, organizations and localities where tourism business activities are taking place”

Table 1.2: Compare tourism products and cultural products

- Sustainable, high immutability - Adaptability, high variability

- Bearing the imprint of the

- Production is not for sale, mainly

serving the cultural and spiritual life

- Focus on spiritual value, value

cannot be fully measured by price

- Cultural values are accompanied by socio-economic values Value is measured by price

- Limited scale, definite time and

quantitative determination The value

of an intangible product is expressed

through impressions, feelings, etc

- Qualitative and quantitative are expressed through

operating time The value of the product is tangible, expressed through the economic indicators obtained

Therefore, a cultural tourism product is a collection of necessary services to satisfy the needs of cultural tourists during the trip Cultural tourism products include: customary tourism, festival tourism, tourism to learn about cultural - historical relics, craft village tourism, agricultural tourism, culinary tourism Cultural products involved in the tourism business process become cultural tourism products Cultural tourism products are created by people and it is always under the influence of people Human creativity and manipulation have the ability to make cultural values lose their

identity However, it is people who have brought cultural values closer to humanity and honored its values through tourism

However, if we consider tourism products as only services, we only pay attention to the participation of human factors, who serve the needs of tourists, or other forms of serving the needs of tourists guest Tourism products must need an audience, other than the service provider, or a form of service, to govern the needs of tourists, in order to have the ability and appropriate form of service, which is a resource travel Any tourism resource is that tourist service, that tourism product Without tourism resources, there are no tourism products Therefore, tourism products must be a combination of all types of tourism resources and all types of appropriate tourism services to serve the needs of enjoying, discovering and experiencing different things , novelty of visitors Cultural tourism products must be a combination of cultural tourism resources and appropriate cultural tourism services to serve the needs

of tourists to enjoy, discover and experience different and new things strangeness of

different cultures (Nguyen Pham Hung, 2013)

1.1.4 Concept of material and technical basis of cultural tourism

In a broad sense, the material and technical basis of tourism is considered to be the entire infrastructure, means, material and technical activities involved in tourism Including facilities of the tourism industry itself such as restaurants, hotels, electricity, water and sanitation systems serving at tourist destinations and facilities of other related economic sectors such as: transport network, communication system, electricity and water system of the region

Understanding in a narrow sense, the material and technical basis of tourism is all the infrastructure, materials and techniques invested and built by tourists to serve tourism activities such as restaurants, hotels, internal roads in the area, tourist attractions, electricity and water works at tourist sites, amusement parks, means of transport, camping, and other auxiliary works attached to the site tourism activities

According to the above two interpretations, the technical facilities in tourism are the entire facilities of the tourism industry itself and also the infrastructure of other

industries related to tourism activities Technical facilities play a particularly important role in the tourism development of a locality or a country

So, the material and technical basis of cultural tourism is the totality of material and technical facilities at the cultural tourist site and the infrastructure of other industries participating in cultural tourism activities such as: transportation systems, communication systems, electricity and water supply facilities, food, drink and accommodation establishments, shops, entertainment areas, sports facilities, medical facilities, petrol stations, train stations, harbors, parking lots directly serve tourists to visit and learn about cultural tourism The material and technical basis of cultural tourism contributes to the decision on service quality and economic efficiency of cultural tourism destinations

1.1.5 Concept of human resources in cultural tourism

Human resources are understood as all employees working in an organization, including mental and physical strength Human resources are always considered an important factor, determining the quality and efficiency of work

Human resource in tourism is understood in a broad sense as the entire staff working in the field of tourism Including both regular human resources and non-regular human resources such as state management staff in tourism, managers in tourism businesses, restaurant staff, hotel staff, ticket sales at tourist destinations , tour guides, medical staff, banks, airlines All employees related to tourism

In a narrow sense, tourism human resources are staff working at state management agencies in tourism, tourism businesses, tourist sites and attractions All employees work in the tourism industry tourism sector

Therefore, human resources in cultural tourism are all people who directly and indirectly work related to cultural tourism Including state management, corporate governance and cultural tourism business This team determines the business performance and survival of cultural tourism In order to develop sustainable cultural tourism, it is necessary to have a team of skilled professionals who are knowledgeable

in the field of culture, capable of taking on the role of conveying the image of the country and people of Vietnam to tourists

1.1.6 Concept of cultural tourism destination

According to Article 4 of the Law on Tourism of Vietnam (2005), "Tourist spot is

a place with attractive tourist resources, serving the sightseeing needs of tourists" However, a tourist destination can be a tourist area, a tourist sub-region or a tourist sub-region depending on its large and small scale According to the above interpretation, a tourist destination is considered to have a small scale "a place where a certain type of resource (natural, cultural-historical or socio-economic) is concentrated

or a separate type of work serves tourism or a combination of both on a small scale”

Article 24, Law on Tourism of Vietnam (2005) stipulates that tourist attractions that fully meet the following conditions shall be recognized as national tourist

A tourist attraction that fully meets the following conditions shall be recognized

as a local tourist attraction:

- Having attractive tourism resources for tourists's need;

- Having the necessary infrastructure and tourism services, capable of serving at least ten thousand visitors a year

Thus, a cultural tourism destination is a place with attractive cultural tourism resources, capable of attracting and satisfying the requirements of tourists for cultural tourism such as: historical and cultural relics, landscapes, ancient and contemporary works, antiquities, intangible cultural values, oral traditions, customs, behaviors, festivals, craft villages, culinary arts, literary works, music paintings, poetry, events, cultural, sports, scientific, economic, social activities

1.1.7 Concept of cultural tourism market

The tourism market is the place where the process of buying and selling tourism products takes place, bearing many characteristics of the commodity market such as geographical factors, time, supply and demand factors, product properties, etc

perform the same functions as a commodity market The tourism market appears and operates on the basis of the commodity market

Cultural tourism market is understood as a type of tourism market that has developed further to meet the requirements of satisfying cultural factors of tourists Thus, the cultural tourism market is the place where the exchange takes place between buyers who are tourists who have a need to satisfy cultural products and sellers who are providers of related services cultural tourism in a defined time and space The cultural tourism market is under the general influence of the tourism market in terms of geographical factors, supply and demand factors, nature of activities and product composition At the same time, the cultural tourism market assumes functions such as: implementation function, recognition function, information function and regulatory

function

1.1.8 Concept of organization and management of cultural tourism

The organization and management of cultural tourism is also synonymous with the management, promotion and preservation of cultural heritages This is an important condition to ensure the effectiveness and sustainability of cultural tourism development The organization and management of cultural tourism aims to exploit, promote and preserve cultural values in tourism Thus, the organization and management of cultural tourism is based on the content of state management of tourism as follows:

a For the state management agency in charge of cultural tourism

The current tourism industry has been constantly developing, tangible and intangible cultural heritages have become an extremely important resource in the tourism development of a region or region Therefore, the exploitation and proper use and purpose of cultural heritages are decisive for the success of the tourism business

State management organization of cultural tourism is currently a matter of concern to state leaders, industry leaders and businesses A well-executed state management organization will contribute to the business performance of the tourism industry and the direction of the industry's sustainable development Pursuant to Article 10, the Law on Tourism of Vietnam stipulates the content of state management

of tourism, thereby deducing the functions and tasks in the organization and management of cultural tourism of all levels of government from the central government to the locality and tourism business units as follows:

- Formulate and organize the implementation of strategies, planning and policies for cultural tourism development

- Formulate, promulgate and organize the implementation of documents and standards on economic - technical norms of cultural tourism activities within the scope

of tourism legislation

- Propaganda, legal education and information on cultural tourism

- Organizing and managing cultural tourism human resource training activities; research and application of science and technology

- Organizing the investigation and assessment of cultural tourism resources, to identify cultural tourist sites, cultural tourist spots, and cultural tourist routes to develop cultural tourism development planning

- Organizing international cooperation and cultural tourism promotion activities

at home and abroad

- Regulations on the organization of the state management apparatus and the coordination of state agencies in the state management of cultural tourism

- Regulations on responsibilities for granting and revoking permits and certificates for cultural tourism activities

- Examine and settle complaints and denunciations and handle violations of the law in cultural tourism activities

b To local government

According to the decentralization of powers and responsibilities of the government, the People's Committees of provinces and cities are responsible for properly and well performing their assigned tasks in the state management of cultural tourism in each locality The management must be concretized in planning, promulgating regulations and policies on cultural tourism development suitable to socio-economic development conditions in each locality

c To cultural tourism business establishments

Cultural tourism business establishments must comply with all state regulations

on organization and management of activities related to cultural tourism In addition

to effectively exploiting cultural heritage values, businesses must know how to preserve and embellish this invaluable resource for sustainable business development

1.1.9 The concept of promotion, propaganda and advertising in cultural tourism

In the business of promotion, product propaganda always plays an important role to affirm the effectiveness of the work and the existence of the product in the market Promotion in tourism plays an important role in introducing the image of tourism products to tourists and bringing practical effects to the tourism industry Therefore, the promotion of propaganda in tourism can be understood as "Tourism promotion is an activity of propaganda, promotion and mobilization in order to seek

and promote tourism development opportunities" (Tran Huu Son, 2010)

Thus, promotion, propaganda and advertising in cultural tourism is to take advantage of every possible opportunity to promote the image of cultural tourism to the domestic and foreign tourism market The purpose of promotion, propaganda and publicity in cultural tourism is the activity of introducing cultural tourism products so that tourists can admire, evaluate, research, and at the same time, create favorable conditions for promoting cultural tourism promote cultural tourism to develop and bring the highest business efficiency to the tourism industry

1.1.10 The concept of preserving cultural heritage in tourism

Culture is the core resource to form cultural tourism products If looking at the overall perspective, where there is a tourist element, there is definitely a cultural element Due to the inseparable relationship, tourism products always carry the image

of culture Therefore, protecting cultural values is also protecting tourism resources Besides, cultural heritage is the national identity Therefore, preserving cultural heritage is a practical duty and right of every human being in society

The Law on Heritage of Vietnam affirms that “Vietnamese cultural heritage is

a valuable asset of the Vietnamese ethnic community and is a part of the human cultural heritage, playing a great role in the cause of death building and defending the

country of our people” Thus, the preservation of cultural heritage and cultural values

in tourism is always necessary and urgent From the practical activities of heritage conservation in Vietnam over the years, showing the incorrect view of the heritage, the inconsistency in the way of thinking of the managers has made the heritages be destroyed damage and sometimes lose its real value In terms of cultural tourism, wrongdoing in the conservation of cultural heritage will make tourism resources disappear Therefore, the conservation of cultural tourism resources needs to have a specific process as follows:

Picture 1.1: Heritage conservation process

1.2 Conditions for the development of cultural tourism in Dien Bien province

1.2.1 Summary of natural conditions of Dien Bien

Dien Bien is the name given by King Thieu Tri in 1841 with the meaning "Dien"

is solid "Bien" is the border, Bien is the border is strong Previously this land was called Muong Thanh, meaning is the land of heaven, the ancestral land of the Thai people

Dien Bien is a mountainous province located in the northwest of Vietnam, with geographical coordinates determined from position 102 º10' to 103 º56 east longitude;

It is bounded by Lai Chau Province to the North, Son La Province to the East and

Northeast, Luang Prabang and Phong Sa Ly of Lao PDR to the West and Southwest, and Yunnan Province - China to the West

The topography of Dien Bien province has its own distinctive features, with many types of terrain: both majestic mountains and large fields with flying storks, the most typical and larger of all is Dien Bien's long pan, It is about 20km long, about 9km wide at its widest place In the middle of the long pan is the most fertile Muong Thanh field of the Northwest, with a width of 6.3km and a length of 13km This is the largest leaf basket of the province as well as of the Northwest region, with many famous delicious rice varieties

Dien Bien has a tropical monsoon climate with high mountains, relatively cold winters and little rain; Summer is hot, rainy with unusual characteristics, diversified, less affected by storms, and affected by hot and dry westerly winds The average annual temperature is from 21ºC to 23ºC, the average rainfall is from 1,700 to 2,500

mm, the average humidity is from 83% to 85%

Due to the large natural area, the terrain is divided, so the climate here is divided into 3 distinct sub-regions: Muong Nhe climate sub-region, Muong Lay climate sub-region and Son La plateau climate sub-region and upstream of the Ma River

1.2.2 Historical and social conditions

1.2.2.1 History of Dien Bien land formation

Dien Bien is a land that has been inhabited and inhabited since ancient times, right from prehistoric times through archaeological evidence from the Stone Age through the presence of relics such as Tham Khuong and Than caves The hammer (in Tuan Giao) has proved that people from ancient times were present here very early, as

a center of the ancient Vietnamese people

The name Dien Bien was given by Thieu Tri in 1841 from Ninh Bien province; Dien means solid, Bien means border area Dien Bien is a strong border region of the country, Phu Dien Bien (ie Dien Bien Phu) under Thieu Tri's time consisted of 3 continents: Ninh Bien (managed by the government cum li, ie the tri government cum management of the continent), Tuan Giao and Lai Chau The name Dien Bien or Dien Bien Phu appeared from there

On May 7, 1954, after nine years of long resistance war together with the army and people of the whole country, the people of Dien Bien province made the famous historic Dien Bien Phu victory that shook the world in five continents, our country ended 80 years of war five slaves under the yoke of feudal colonialism In order to strengthen solidarity among the nations and create conditions for the peoples in the Northwest to make rapid progress in all aspects, the central government decided to establish within the Democratic Republic of Vietnam an autonomous region of the ethnic group in the Northwest, called the Thai - Meo Autonomous Region Implement the policy of establishing autonomous regions of ethnic groups in areas with conditions according to the Resolution of the National Assembly, dated April 29,

1955, of the President of Vietnam Previously, according to Decree No 143-SL dated January 28, 1953 of the State President, the Northwest Region was established including the provinces of Lao Cai, Yen Bai, Son La and Lai Chau, separated from the Viet Bac Interregion

On September 26, 2003, the government issued Decree No 110/2003/ND-CP on the establishment of Dien Bien Phu city, adjusting the administrative boundaries to expand and establish wards in Dien Bien Phu city Bien Phu, Lai Chau province, based on the area of Dien Bien Phu town and the adjustment of the boundary of Dien Bien district, after being merged Dien Bien Phu city has 6,009.05 hectares of natural area and 70,639 employees border, there are 8 administrative units under wards: Muong Thanh, Tan Thanh, Him Lam, Thanh Binh, Nam Thanh, Thanh Truong, Noong Bua and Thanh Minh commune On November 26, 2003, the Xth National Assembly approved the adjustment

of administrative boundaries of Lai Chau province Accordingly, Lai Chau province was divided into two provinces: New Lai Chau and Dien Bien The Party Committee and people of Dien Bien province identify this as a historic opportunity to realize the wish to eradicate poverty and build a new, richer and more beautiful Dien Bien

Dien Bien province, after being split, is a mountainous border province in the Northwest region, about 500km west of Hanoi capital It borders on new Lai Chau province to the North, Son La province to the East and Northeast, Yunnan province to the Northwest (China), and Laos to the West and Southwest

1.2.2.2 Socio-economic of Dien Bien province

As of 2012, Dien Bien province has 10 administrative units, including: TP Dien Bien Phu, Muong Lay town and 8 districts: Dien Bien, Dien Bien Dong, Muong Ang, Muong Cha, Muong Nhe, Tua Chua, Tuan Giao, and Nam Po In which the City Dien Bien Phu is the center of politics, economy, finance, culture, science and technology of the province Dien Bien has 18 ethnic minorities : Thai, Mong, Kinh, Lao, Dao, Kho Mu, Ha Nhi, Phu La, Khang, Xinh Mun, Si La, Cong in which, Thai people make up the percentage of the population The largest population is about 38%, the Mong people 35%, the Kinh people 18.4%, the Kho Mu people 3.3%, the Dao people 1.1%, the Lao people 0.9% The Khang ethnic group accounted for about 0.86%, the Ha Nhi ethnic group accounted for about 0.8%, the Xinh Mun ethnic group accounted for 0.39%, the Cong ethnic group accounted for 0.18%, the Phu La ethnic group accounted for 0.04%, and the Cong ethnic group accounted for 0.18% Si La accounted for 0.03%, San Chay ethnic group accounted for 0.03% In addition, there are other ethnic groups: Tay, Nung, Hoa interspersed with other ethnic groups in the province Dien Bien has a population of 512.3 thousand people (2011 statistics), the population density is about 54 people/km2, ranking 11th in the Northern Midlands and Mountains 8 administrative units such as Dien Bien district, City Dien Bien Phu, Tuan Giao district, Muong Lay town, Tua Chua district, Dien Bien Dong district, Muong Ang district, Muong Cha district, account for more than 70% of the province's population The total area of Dien Bien is 9562.9 km2, the area of land being used for agricultural and forestry production in Dien Bien has 623,868.7 ha, accounting for 65.38% of the province's natural area In which, the land used for agricultural production is 119,025.6 ha, accounting for 12.47% of the natural area; forestry land is 504,033.7 ha, accounting for 52.82% of the natural land area; Aquaculture surface land is 767 ha, accounting for 0.08% of the province's natural area

The province's main economy is forestry, agriculture and aquaculture, raising cattle and poultry Dien Bien has 2 border gates with Laos and China: Tay Trang international road border gate (Dien Bien district), A pa Chai national road border gate (Muong Nhe district) and many other minor border gates With the advantage of a

border with Laos with a length of 360km and China with a length of 38.5km, Dien Bien has great potential in economic development and tourism

The infrastructure

* Transportation:

- Road traffic: Dien Bien has a border of 398.5km with 2 border gates allowed

to clear goods, including: Tay Trang international border gate and A Pa Chai national border gate Highway 279 and turn to Highway 6 from Dien Bien Phu city to Hanoi about 500km, this is the lifeline of economic and cultural exchange between the lowland and the northwestern mountainous provinces National Highway 12: From Dien Bien Phu city to Ma Lu Thang border gate (Lai Chau) 195 km National Highway 279: Connecting Tuan Giao through Dien Bien Phu city to Tay Trang border gate is 117 km long By air: Dien Bien Phu airport in Dien Bien Phu city serving the route Hanoi - Dien Bien Phu - Vientiane - Luang Prabang The whole province currently has 109/116 communes, wards and townships with motorways to the commune center, over 80% of communes have car roads that can go in both seasons, ensuring smooth traffic between regions in the province National highway axes through the province (national highways 279, 12 and 6) are focused on upgrading and expanding to meet grade IV standards in mountainous areas In concentrated commodity production areas, the transport network is given priority to invest in the construction of a connection system Ready to meet the requirements of mobility in strategic defense as well as management of economic, cultural and social exchanges, the province should focus on building basic border belt roads, border roads and patrol roads border inspection Currently, border belt roads such as Si Pa Phin - Muong Nhe

to the border junction of Vietnam - Laos - China, Pac Ma - Muong Nhe, Dien Bien - Song Ma are in the stage of focusing investment in upgrading grade, plasticization In addition to completing the internal transport system to the lowland provinces, the province also focuses on developing outward traffic, ensuring trade to the main and auxiliary border gates in the area

In fact, for a successful economic development strategy, traffic must always be one step ahead Clearly defining that and based on the local socio-economic

development orientation for many years to come, Dien Bien will prioritize investment

in transportation development in line with regional and national traffic planning With

a total investment of over 50,000 billion VND, in which, in the period 2011 - 2015 is 8,584 billion VND and will increase gradually in the following periods Accordingly, from now to 2020, the system of national highways and provincial roads will be put into technical grade, 100% asphalt concrete mats, asphalt or cement concrete Some important routes on national highways 6, 12 and 279 such as: section Tuan Giao - Muong Lay town, Muong Cha - Dien Bien Phu city, Tuan Giao - Dien Bien Phu city and Dien Bien Phu city - Tay Trang (including the main line of Dien Bien Phu city) is

in the process of being upgraded and renovated with a total length of 353.3km In which, the national highways through the upgraded area are mainly grade IV road standards, especially some sections through urban areas reach grade II As for the provincial road system, it will continue to upgrade and renovate mainly to meet the standards of grade VI and V, some sections will reach grade IV

Air traffic: Dien Bien Phu Airport in Dien Bien Phu city serves the route Hanoi - Dien Bien Phu - Vientiane - Luang Prabang

Watery traffic: Along with investment in building, upgrading and renovating the road system, waterway traffic (the strength of some districts) is also focused on building investment planning, such as: Ports and ports High Hill (Muong Lay Town) and Huoi So, Pac Ma (Tua Chua) Currently, Dien Bien is promoting conditions to open an inland waterway transport route from Quynh Nhai (Son La) to Muong Lay Town with a length of 150km, on the one hand to meet the demand for freight and passenger transport, and on the other hand to serve tourism demand in the reservoir

area of Son La Hydroelectricity and Muong Lay Town

* Vocational education and training system:

The system of training schools has been invested and built synchronously and completely, meeting the requirements of teaching, learning and living for students The whole province currently has 1 vocational school, 1 College of Education and 2 professional high schools (1 medical high school, 1 general economic and technical high school) The form of vocational training has made many advances, many new

occupations have been developed and put into teaching, gradually meeting the requirements of skilled labor of production and business establishments In addition to self-training, the province also cooperates with universities and colleges in Hanoi such as Hanoi Law University, Academy of Finance, University of Agriculture, University of Civil Engineering, University of Transport, etc to train staff and children in the province

Credit institutions and banks:

The whole province of Dien Bien has more than 4 credit institutions and banks

to ensure quick and easy payment for tourists In addition, the medical and healthcare systems, insurance, telecommunications, electricity, lighting, and clean water in Dien Bien are well invested from urban to rural areas

In recent years, in order to develop tourism into a spearhead economic sector of the province The Dien Bien provincial government has set forth many policies to promote the exploitation and promotion of the province's tourism potential such as: Promote tourism propaganda and promotion; Consolidate and improve the capacity and efficiency of the state management apparatus in tourism; Complete the comprehensive tourism planning in the province; Issue policies and open mechanisms

to attract all economic sectors to invest in tourism development; Create conditions and support for tourism businesses to be competitive, develop and reach out to markets outside the province; Implement solutions to protect and embellish historical relics, protect the environment, landscape, cultural and historical relics; Improve the quality

of traditional festivals associated with tourism development; Implement well the inspection and control of dangerous diseases, environmental sanitation, food hygiene and safety, first of all at tourist spots and areas to create peace of mind for visitors

1.2.3 Cultural tourism resources of Dien Bien

1.2.3.1 Physical cultural tourism resources

Currently, Dien Bien province has 09 ranked relics, of which: 01 special national monument (Dien Bien Phu battlefield relic) and 06 national monuments (dien Bien Phu battlefield relic) historical monuments of Phu village, architectural relics of Muong Luan tower art, architectural relics of Chieng So tower, historical relics of

Sam Man citadel, relics of Pa Thom cave, relics of Muong Tinh cave); 02 monuments ranked provincial relic (historical relic of Lai Chau prison, historical relic of Pu Nhung revolution)

Dien Bien has 06 relics that are preparing dossiers for ranking, of which: 02 relics proposed for national ranking (the relic of Tham Khuong cave and Xa Nhe cave relic) and 04 relics proposed to be ranked as a relic site Provincial monuments (relics

of Mun Chung cave, relics of Nam Rom great irrigation works, relics of Thanh An militia that shot down American planes and relics of Vang Long citadel)

The planning, preservation, restoration, restoration and promotion of the value

of 03 relics have been implemented: Dien Bien Phu battlefield relic, Phu citadel historical site and artistic architectural relic Muong Luan tower; is establishing a project to restore, embellish and promote the value of 03 relics: architectural relics of Chieng So tower, historical relics of Sam Man citadel and relics of Muong Tinh cave; Other monuments have not yet been restored, embellished and promoted their values

1.2.3.2 Intangible cultural tourism resources

In addition to tangible cultural tourism resources, Dien Bien also has rich intangible cultural tourism resources such as: beliefs; customs and habits: traditional hi-fi, Tet; craft villages; culinary…

* Religion and folk beliefs

Religion

Dien Bien is a province with a backward economy, the economy is mainly agriculture, forestry and animal husbandry People live mainly on fields and gardens, swidden fields and forests As for the Kinh, who migrated from many lowland provinces to Dien Bien, some also follow Buddhism and Christianity As for the majority of ethnic minorities in the province, they have thinking and culture but do not follow a strict religion such as Buddhism, Islam, Christianity Because of the ethnic minorities in Dien Bien generally do not form thinking on that path but in a direction

of its own It can be said that ethnic minorities have polytheistic beliefs Beliefs have not developed into their own religion, but they are not influenced or imported into

themselves by other religions These are beliefs about natural gods, human gods, beliefs about fertility, beliefs about living things

Folk beliefs

From the early days of reclamation and establishment of a village, Dien Bien people are a community of ethnic groups living in the wilderness Each ethnic group gathers in villages with kinship and bloodlines to live close to each other so that they can rely on each other to produce, hunt, and help each other in life In daily communication and behavior, there is heavy thought of kinship, lineage and background Therefore, beliefs in Dien Bien are heavily indigenous, Dien Bien people with beliefs of natural gods, human gods, beliefs of fertility, beliefs of all living things are expressed through rituals of praying and worshiping , fun activities, games, arts, festival food

The religious characteristics in Dien Bien are cultural features of the Northwest and are inseparable in the daily and social life of the community

* Festivals

Traditional folk festivals

- The festival of Thanh Ban Phu Temple: It is a festival to worship the victory

day of Hoang Cong Chat against the Phe invaders on May 5 People worship "Then Chat", pray for everyone's health, pray for favorable rain and wind for the fields Muong Thanh has a good season to irrigate

- New rice festival (season praying ceremony): New rice festivals associated with agricultural significance such as Hang X festival (new rice festival) of the Cong people (giving thanksgiving ceremony to rice ghosts, ancestors' spirits, forest ghosts in autumn) Harvesting rice; Rac Hre (Prayer for the harvest) of the Kho Mu (Thanksgiving ceremony to the goddess of the land, the god of the mountain around April and May of the solar calendar when people start to sow seeds); Ma Chieng Ngo

My (new rice festival) of the Khmu people (on October 16 or 16 every year); The new rice offering ceremony of the Si La people (conducted around the end of August and the beginning of September, when the rice begins to ripen on the salary); Xem Khau Mau (new rice offering) of the Black Thai people

- Ban worshiping ceremony (Xem Ban): Is one of the festivals with a very clear peace of mind to pray for favorable rain, good wind, bountiful crops, healthy people, prosperous life, peace and happiness Xem Ban, Xem Muong is also a symbol of the belief in worshiping the nature god, the god of the land and the god of water See the Thai version around September, October according to the Thai calendar (April and May according to the Kinh lunar calendar) The Kho Mu Ten worshiping ceremony is held in the 2nd and 3rd lunar month In the past, it was also held from 3 to 5 days

- Ban Flower Festival: is a festival of the Thai ethnic group In Thai, "ban" means delicious and beautiful Everything that is sweet and beautiful is called "ban" The festival has an important meaning for Thai people That's when they worship the forest god, the cave god and the soul of the couple through the legend, praying for favorable weather and good crops Usually held on the 5th day of the second lunar month

- Festivals of the Cong, Kho Mu, Ha Nhi, San Chay, Si La, Lao, Thai, Phu La, Xinh Mun, Khang, H'mong ethnic groups held on the 6th and 7th day of the 8th lunar month; The ancestor worshiping ceremony of the Cong people is usually held once a year or every 2 to 3 years, and only when the parents have been dead for 5 years or more, the children and grandchildren can do it

- Festivals of Ha Nhi people: “Ú trụ lo gio xạ sự” (offering water) is usually held at the beginning of the new year and on the day of the dragon to make offerings.; Há xạ sư (a

prayer for enough water for upland rice to germinate) usually takes place at the beginning

of the upland farming season around February and March of the lunar calendar

- Tet festival of the San Chay people in Dien Bien usually celebrates Tet on the occasion of the Lunar New Year of the Kinh people The rituals of worshiping ancestors and family during the Tet holiday usually start from the 30th day of the year until the end of the 15th day of Tet

- Festivals of the Si La people: Pleasing the beast (anniversary ceremony) This ritual

is usually held for 3 days around January and February of the lunar calendar every year

- Festival of the Dao: But Toong (New Year dance) is a popular ritual of the Dao people in Dien Bien This ritual is indispensable in community cultural activities

The organization time is usually on the morning of the 1st or 2nd of the Lunar New Year; Graduation ceremony – Prisoner of war (recognizing the adult of the Dao) is usually held in November, December or January every year, because this is free time

- Festivals of Laotians: Cam Ban Cham Muong (Ban Ban, Ban Muong) is held

on the thin day of May according to the Lao calendar which is equivalent to the 12th month (December 30) of the Kinh lunar calendar The venue is at the owner's house - the head of the village and the forest at the top of the village - the place to worship the forest god, the water god, and the village god

- Festival of Thai people: Ban Khuong (Festival of the Black Thai people) is a form of folk activities imbued with Thai cultural identity, a healthy playground for young men and women, where boys and girls are Thai meet, get acquainted and exchange feelings The time is held in the late autumn to winter, when the crop has been harvested and the rice has been dried, sometimes it is held in the spring during the great joys of the Muong village and is extended for the whole year month Kin pang then is a typical festival of the White Thai people in Dien Bien The word

"Then" here is understood as the teacher of Mrs Then (mo one) - a person from heaven who was sent to earth to help Mrs Then treat her illness The festival has a high community character, contributes to the cultivation of national unity, educates on the tradition of drinking water from the source, and creates a healthy playing atmosphere The festival is usually held around the 10th to the 15th day of the third lunar month every year The time to organize the festival is the time of blooming flowers: gilded bouquets bloom on both sides of the stream, pomelo flowers flutter in

the alleys, bunches of flowers bloom in brilliant jars

- Revolutionary History Festival

The celebration of the historic victory of Dien Bien Phu on May 7, 1954 was organized by Dien Bien province Especially, in even years, for example, the 40th, 50th, and 60th anniversary of the historic victory of Dien Bien Phu were organized by

the central government in Dien Bien Phu city

* Customs and traditions

In the concept of life, the people of Dien Bien follow the philosophy of living

in harmony and not separating from the lifestyle of the Vietnamese nation The customs and family life of the people of Dien Bien are similar to those of the people of the Northwest Over the course of history, everyday rituals are gradually formed and handed down from generation to generation such as New Year's Day, anniversaries, funerals, full

year, full month, birthday celebration, wedding, interrogation, etc new house…

* Communication Crafts

Dien Bien is a multi-ethnic province with unique and diverse cultural nuances Therefore, the development of professions and products from traditional handicrafts of ethnic groups plays an important role in contributing to the development of tourism economy

In the province, there are still existing traditional handicraft production units, traditional handicraft products of ethnic minorities are divided into 5 groups: brocade weaving products, bamboo and rattan products, and production traditional musical instruments, jewelry products and handicraft products In which, the group of brocade textiles, bamboo and rattan products, and traditional musical instruments are currently

in great demand in the market In addition, craft villages of the group of jewelry (silver and bronze, chrysanthemums, hair brooches of the Thai ethnic group) and handicrafts are also interested in investment and development Dien Bien province currently has 8 cultural villages serving tourists, which are supported by the State's investment and support from the budget The rest is by self-established cooperative units, seeking to sell products Conservation and development issues must be given equal importance, step-by-step and scientific First of all, about awareness, everyone must understand that it is impossible to preserve without innovation, development and vice versa The State should have policies to encourage, encourage and honor traditional values, award the title of artisan to those who deserve it, and provide support to improve their living and working conditions; organize contests to find good workers to encourage and encourage Improving the natural and social environment, planning the construction of traditional crafts in ethnic minority villages to attract visitors and tourists, promote trade and economic development; Propaganda to raise

people's awareness and pride about the traditional profession of their ancestors, making them understand that the traditional profession is the soul, the spirit and also the long life of the people necessary power

To create a brand for traditional crafts serving tourism activities; With projects, the Culture, Sports and Tourism sectors have organized competitions to create tourism gift products Currently, the industry is restoring and developing traditional crafts of ethnic minorities in the area in the direction of creating more attractive tourist products, improving economic efficiency, creating jobs for people, contribute to hunger eradication and poverty alleviation, maintain and promote traditional cultural values, increase indigenous cultural values shown on products and promote Dien Bien's image to domestic and foreign tourists international friends

Bringing tourism activities to traditional craft villages will not only create a new source of income for craft villagers, but also contribute significantly to promoting the development of local traditional crafts by creating produce products with high quality and cultural characteristics to meet the needs of tourists To do this, in the immediate future, it is necessary to make reasonable choices, select suitable craft villages to conduct spatial planning of craft villages and train human resources who are not only good at jobs, but also know how to perform and participate participate in tourism activities

* Culinary:

The cultural exchange between the ethnic groups of Dien Bien brings the flavor and identity of the Northwest mountains and forests, including many different foods, economic conditions and preferences and eating habits of each ethnic group Food sources are mainly from agriculture and products of mountains, rivers and streams such as: grilled sticky rice, lam rice, thick cake, squirrel meat, grilled fish, chicken, pork, buffalo meat The indispensable drink is wine processed from corn, cassava, rice (of which are famous wines: Mong Pe (made from corn), Hot pot (from cassava), can wine, sticky wine, female wine (from rice) creating attractive and nutritious dishes and drinks to leave visitors with many unforgettable impressions

* Folk art

The cultural and spiritual life of the ethnic minorities in Dien Bien is also very rich and diverse Expressing the innocent lifestyle of ethnic groups in the border areas

of the country such as: Beating gongs, blowing flutes and dancing and singing are lively and crowded activities The Thai, Tay, Lao, Xinh Mun are happy in the circle; Lao people are engrossed in Lam Vong dance, Ha Nhi people are engrossed in the sound of drums and dancing with the moon season

Folk songs and dances blend into a very unique ensemble Beside the sound of gongs, gongs, and cymbals, the powerful dance steps of the bustling and bustling collective dances were still scattered, the sound of lip lutes, flutes, folk songs of love tha necessary, charming: the love song of the Kho Mu people, the love song of the Dao and the Cong people Especially the melodies throughout the leopard star, all over the piong of the Den Thai people, all over the sai peng of the White Thai people, and over the H'mong people's Gau pleh

In particular, tourists visiting Dien Bien also want to learn and participate in the atmosphere of this round and powerful dance Therefore, this art form has created a unique cultural tourism product that attracts a large number of tourists from near and far

* Folk games

Folk games of the ethnic groups in Dien Bien province are extremely rich and diverse Each ethnic group has a favorite game system, suitable to the living conditions and ethnic psychology The Thai people are popular with the games of throwing a ball (sloppy), To mak quickly, playing badminton chicken, arm wrestling, shooting a crossbow, walking on stilts, walking a tree, catching ducks ; the H'mong people are popular with the game spinning, pushing sticks, twisting sticks, shooting crossbows, horse racing, pounding…; Ha Nhi people have the game A Quy (tree swing), A Gu (swinging rope) This is the factor that attracts tourists to participate in the cultural tourism of Dien Bien

1.3 Lessons are learned in research and development of cultural tourism

1.3.1 Lessons are learned in the country

Vietnam is choosing cultural tourism as the main direction to accelerate the smokeless industry, in accordance with the destinations of cultural and historical sites

stretching from the North to the South and the presence of 54 cultures in the country Cultural tourism in Vietnam is focusing on exploiting the values of historical and cultural relics, architectural works, festivals, traditional performing arts, cuisine or handicraft villages traditional technology In the past time, there have been many tourism businesses, tourist resorts, tourist attractions and localities that have performed very well and achieved positive results in terms of economy, society, environment and conservation of values heritage treatment

Quang Nam province is a typical locality of cultural tourism activities The most prominent is cultural tourism in Hoi An Ancient Town Hoi An Ancient Town was recognized by UNESCO as a World Heritage Site in 1999 and is currently a typical cultural tourism destination in Vietnam Here, the government, businesses and people combine to offer specific cultural tourism products such as: Full Moon Festival

on the 15th day of the lunar calendar every month, Night Street on every Saturday, Homestay in the old town, tourism in craft villages Hoi An Ancient Town, built in the sixteenth century, seems to have been preserved intact It is all the effort and affection

of the people here for the cultural heritage The project "Policy consultancy on environmental management: Green industry development" coordinated between the United Nations Industrial Development Organization (UNIDO) and the Hoi An City People's Committee was implemented in August 2011 shows that long-term development direction for Hoi An cultural tourism This project helps to solve environmental problems, climate change and minimize the harm brought by tourism to people and society here Businesses and tourism people in Hoi An are ready to meet the needs of tourists but still do not lose their cultural identity This makes visitors very satisfied and becomes an active advertising channel for Hoi An tourism

Besides Hoi An, My Son Sanctuary is also a typical example of cultural tourism activities This relic was recognized by UNESCO as a world heritage site in

1999 The entire relic site is located in a wild, mossy but very clean valley When it was first put into operation, the management board of the monument used special fuel-powered vehicles to transport visitors into the valley, causing a lot of noise and dust However, in 2011, in order to sustainably exploit and ensure a green and clean

environment, this place has invested in a fleet of specialized electric vehicles that do not cause smoke and noise to affect the monument and create a sense of belonging comfort for visitors My Son Sanctuary is both a cultural and historical relic and an eco-tourism area attracting visitors by its fresh, cool air and many green trees In particular, the signs and instructions in this relic are very clear, easy to understand and full of information The narrator is professionally trained, dedicated to providing information and knowledge

to visitors

Organizing cultural tourism activities of Quang Nam province is really a valuable lesson for localities in the direction of tourism exploitation along with heritage

conservation

1.3.2 Lessons from foreign experiences

The tourist taste of tourists gradually turns to the search for difference rather than material enjoyment Before the change in consumer psychology of tourists, many countries around the world have found a new type of tourism to replace the old type of tourism Cultural tourism is seen as the number one candidate for that alternative Experiences of doing cultural tourism of countries around the world are constantly exchanging and learning from each other

Coming to the Kingdom of Cambodia, people will certainly be surprised at the preservation of historical and cultural relics of this country The Angkor complex - a world cultural heritage recognized by UNESCO is a concrete example Over the centuries, this relic complex still exists in the middle of the old forest, including famous works on an area of about 1,000km²: the southern gate of Angkor Thom temple, Bayon temple, Taphrom temple and Angkor Wat temple The people here are very conscious of protecting the monument Although Cambodians consider the temple to be a major cultural tourist destination, which gives them great benefits in economic life But not because of that, they develop tourism massively and without control In order to protect the stairs going up and down in the temples from wear and tear, they used a variety of precious woods to add another way up and down instead of the old path The places that collapsed, they were helped by UNESCO to restore and

strengthen with great care in every detail, not tear down the old architecture to rebuild the new one The hygienic environment at the attractions is very good This makes tourists very interested and self-conscious about keeping the general hygiene In February 2013, Cambodia's tourism industry launched the campaign "One tree for each tourist" to encourage tourists to join hands to protect the environment and reduce the risks of climate change This work is highly agreed and appreciated by countries around the world In 2012, Cambodia welcomed about 3.5 million foreign visitors, an increase of 25% compared to 2011, and is expected to attract about 4 million visitors

in 2013 This means that cultural tourism has helped Cambodia's economy reap positive results

Bali is one of the famous beautiful islands of Indonesia in Southeast Asia The island has an area of about 5,600 square kilometers and a population of more than 3 million and the majority of the population is Hindu Before the 60s of the twentieth century, Bali was not an ideal tourist destination because of the closed and un-open mindset of the local people They fear the penetration of foreign cultures will damage and change their inherent cultural traditions But then the Indonesian government carefully planned the development of cultural tourism for themselves: they created unique tourism products, restaurants and hotels gradually sprung up, indigenous people learned how communicating with foreign guests, flights to Bali began to attract investors, the island's image was promoted all over the world Since then, the name of the island of Bali is known and wanted by many people Bali began to develop into a government-oriented tourist paradise Traditional craft villages were restored such as sewing, cutting, stone carving and other handicrafts Cultural tourism has brought them a prosperous economic life and positive results Visitors to Bali can visit about 12,000 temples with fascinating cultural attractions, admire the terraced fields and

enjoy the mythical Barong dance

The Asian economic crisis occurred in 1997, causing many economies in Asia

to be seriously affected and including Malaysia At that time, the Malaysian

Government found a way out for itself by developing cultural tourism: homestay tourism, eco-tourism

Homestay tourism develops very strongly and operates professionally in the Malaysian countryside There are about 3,300 households from 230 villages across 13 states of Malaysia participating in the homestay tourism program These farmers had a very difficult life before, and it became even more difficult when the Asian economic crisis occurred The Malaysian government has invested in rural infrastructure and provided capital for people to repair and clean their houses The Malaysian tourism industry is promoting the opening of training courses on management, security and how to serve tourists The Malaysian government also has a policy of not collecting taxes for households doing homestay tourism People here learn to do cultural tourism

in the same way: eating together, living together and sharing with tourists in their own homes The key to the success of homestay tourism programs in Malaysia is that for tourists, they are satisfied in their search for cultural differences, and they share a lot about customs and traditions daily life experiences of indigenous people For local people, they are also satisfied in introducing their indigenous culture to tourists and get a lot of profit from their cultural tourism business Malaysia's slogan "Truly Asia"

1 (true Asia) was quickly accepted by many international tourists

SUMMARY

Cultural tourism today is the choice of many tourists to change their travel taste Grasping this change, many countries around the world, including Vietnam, are planning to properly exploit the value of cultural tourism resources as an economic spearhead However, each country, each locality has its own implementation roadmap depending on the natural, economic and social conditions of each region or region Dien Bien is considered as a province with great potential for cultural tourism The study of the theoretical basis is to provide the arguments, necessary conditions and necessary lessons to contribute to the development of cultural tourism in Dien Bien in particular and the development of cultural tourism in Vietnam South in general

CHAPTER 2 SITUATION OF CULTURAL TOURISM ACTIVITIES IN DIEN BIEN

PROVINCE

2.1 Cultural tourism market in Dien Bien

2.1.1 Purpose of visiting and learning of visitors

Through the actual survey, the thesis has preliminary comments on the purpose

of tourists to Dien Bien as follows: tourists coming to Dien Bien often have many different purposes such as: learn about historical and cultural relics; the purpose of spiritual relaxation by the majestic natural elements of the borderland, multi-ethnic; or looking for differences in community culture, festivals of the Thai, Kho Mu and H'mong ethnic groups immerse themselves in the majestic beauty of the Northwest mountains and forests; Or floating on a rustic boat in the middle of Pa Khoang Lake

Chart 2.1: Purpose of visitors to Dien Bien

The chart above shows that the cultural tourism needs of domestic and foreign tourists to Dien Bien are very different For domestic tourists, the purpose of tourism

to satisfy the need to visit historical and cultural relics is very popular with tourists, accounting for 56% of the total number of domestic visitors to Dien Bien This is also

Sightseeing and relaxation Others

Purpose of visitors to Dien Bien

Domestic tourists International tourists