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07 kai 2014 0313 - dien bien phu en
1. Responsible Development of Dien Bien Phu
as a Historical & Cultural Destination in
Cooperation with 8 Northwest Provinces
March 2014, Dien Bien
Kai Partale, TourismSectorSpecialist ESRT
2. International visitors Domestic visitors
Total HCMC Hanoi Sapa Halong Hue
(A) (B) (C) (D) (E)
(n=200) (n=40) (n=40) (n=40) (n=40) (n=40)
29
23
17
16
11
11
54
54
65 63
58
58
58
18
13
15
8
15
60
33
48
25
25
15
5
8
8
60
78
68
28
25
15
20
10
5
68
60
20
28
23
23
5
10
53 90
35
35
15
20
20
15
25
15
To experience local culture and
heritage
To experience nature
To relax and rejuvenate
To spend time with my partner
To socialize with friends or
meet new people
To take a family holiday
To be active and adventurous
To enjoy the peace and
quietness of not crowded
destination
To indulge in a luxurious escape
49
18
15
11
10
10
58
64
74
Total HCMC Hanoi Sapa Halong Hue
(A) (B) (C) (D) (E)
(n=200) (n=40) (n=40) (n=40) (n=40) (n=40)
63
75
43
65
15
10
25
0
8
83
68
60
55
20
8
5
10
25
80
70
38
18
25
15
28
5
80
53
55
20
15
8
0
3
75
85 58
55
33
33
15
15
3
13
8
To experience local
culture and heritage
To relax and rejuvenate
To experience nature
To take a family holiday
To socialize with friends
or meet new people
To spend time with my
partner
To be active and
adventurous
To enjoy the peace and
quietness of an
Not crowded destination
To indulge in a luxurious
escape
Source: Responsible Travel Barometer, Nielsen 2010
3. RESPONSIBLE DEVELOPMENT OF DBP
Responsible Tourism serves as a strategic direction for the overall development of the sector
and links to Cultural Heritage Tourism in the following areas:
O ve rcro wding at site s / De structio n o f re so urce s by to urists / busine ss practice s
Co m m e rcialisatio n le ading to de g radatio n o f re so urce s / Ne g ative im pacts fro m o the r e co no m ic se cto rs
We ak co o pe ratio n am o ng st lo calstake ho lde rs at to urism site s
We ak po licy suppo rt fo r the co nse rvatio n o f culturalre so urce s in to urism po licie s and planning
Co nflicting inte re sts be twe e n ag e ncie s re spo nsible fo r he ritag e co nse rvatio n and to urism de ve lo pm e nt
4. 6 Pillar of the Responsible
Tourism Policy Framework
Creating a Dynamic
and Efficient
Tourism Sector
Expanding
Knowledge and
Understanding
Investing in
Human Capital/
Resources
Conserving and Enhancing
Natural and Cultural Resources
Achieving
Competitive-
ness with
Sustainability
Creating Broad-
based Socio-
Economic
Develop-
ment
5.
6.
7.
8. CultureNature
North
Asia
ASEAN Austra-
lia
Russia North
America
Europe New Domestic
Heritage, general
touring
Ethnic culture
Pilgrim/religion
New life style
Protected areas
Mountain resorts
Adventure
Beach holiday
Ha Long Bay
Mekong Cruise
Cruise liners
City breaks
Short breaks
Classic tour
MICE
Golf
Coast
Special
interestCity
12. TOURISMPRODUCT DEVELOPMENT
Tourism Product Development is the process of developing the assets of a
destination into goods, services and experiences that are reflective of the
leisure and recreational needs of the tourists. Responsible tourism products
are not only economicly viable but also work to minimize negative social and
environmental impacts.
13. Objective To improve understanding of Vietnamese history and its connection with
global history
Angle / Ethos “Touching History” reducing barriers to bring people in touch with important
chapters of Vietnam’s past; Promotion of inter-regional dialogue
Approach • Use “infotainment” and “edutainment” and all modern methods of
communication and interpretation to deliver engaging information
• Work up from individual historical periods to the recent past
• Implement in-depth Vietnamese history classes and study tours
• Develop history trails and routes with historic sites and interpretation
centres
Sustainability
considerations
• Sensitive conservation of historic sites
• Sensitive interpretation of history and culture
• Increase length of stay & spend by providing a range of high quality
services
• Ensure local employment opportunities in process
14. Encouter
Meeting the
Minority People
Encouter
Meeting the
Minority People
Fun & Enter-
tainment
Museums
Fun & Enter-
tainment
Museums
Accommodation
Him Lam Resort
Accommodation
Him Lam Resort
Catering
Ethnic Food
Catering
Ethnic Food
Culture-Special
Place of
revolution
Culture-Special
Place of
revolution
Wellbeing
Nature activities /
Trekking
Wellbeing
Nature activities /
Trekking
Marketing:
Inspiring
History
Marketing:
Inspiring
History
Product Line
Culture „Endless Memories“
Mountainous experiences
15.
16. MANAGEMENT & COORDINATION
Destinations generate the services expected by customers. Collaboration of
industries and their ability to compete, influences the competitiveness of the
destination. Collaboration of the service providers and an enabling
environment is necessary in the development of sales in destinations.
17.
18. SURVEY RESULTS OF 8 NWPROVINCES
The survey was conducted amongst 8 participants of the 8 NW Technical
Working Group. All stakeholders agreed that cooperation is definitely useful
and necessary for a sustainable and professional tourism development,
especially in marketing and promotion, policies and strategies, quality
standards, and human resources.
20. • Interaction / cooperation between all
stakeholders is ranging between very
good and quite good
• The majority evaluates stakeholder
interaction / cooperation with districts
within a province very good
• However there is still improvement for
inter-provincial cooperation, with the
business sector and on a national level
• All DCSTs highly confirm the necessity
of cooperation within all listed fields of
activities
• Membership and stakeholder
management receives a lower degree of
necessity
Interactions of stakeholders and useful areas of cooperation
Necessary Could be
useful
Un-
necessary
Marketing & Promotion of
North-western tourism
8
Membership &
Stakeholder Management
3 4 1
Policies and strategies
within North-western
8
Information research 7 1
Product development 8
Development of (quality)
standards
7 1
Human resource
development
8
Responses 8
21.
22. Examples of good practice covered in the Responsible Tourism Toolkit / delivered through the
Seminars which are linked to NWProvinces collaboration and Cultural Heritage Tourism:
Re spo nsible To urism Pro duct De ve lo pm e nt
Suppo rt Re spo nsible To urism De stinatio ns
Re spo nsible Marke ting and Co m m unicatio ns in To urism
Co m m unity actio n in Re spo snible To urism
…
RESPONSIBLE TOURISMSEMINARS
23. The ‘Environmentally and Socially Responsible Tourism Capacity Development Programme’ (2011 - 2015) is a
European Union funded sector programme within the main activities in 1) Policy support and institutional
strengthening, 2) Product competitiveness and public-private dialogue and 3) Vocational education and training.
www.esrt.vn
Notas del editor
Among international visitors, traveling is more about discovering something new, experiencing nature and relaxing rather than socializing. This is also similar with domestic visitors. And, taking their family during holiday is also quite common.
Authenticity in marketing requires an understanding of the core products and services and the most commonly held experience that they may create in the minds of the target market. Authentic marketing begins with asking:
• What do we as a government or organisation believe about our tourism products and experiences? – e.g. we have great hiking experiences in pristine jungle, we have vibrant cultural heritage etc
• What is the function, meaning and importance of the local culture and environment that we are promoting? – e.g. the jungle is the traditional hunting ground of the local people who have looked after it for thousands of years, the temple is a sacred place of worship of a significant ancestor
• What ideal or set of ideals do we want to be known for as an organisation and destination? – e.g. socially minded: respecting and promoting the local culture, working with the local people to develop cultural tourism products, OR environmentally friendly: treading lightly, promoting environmental conservation
• How will we deliver those ideals? – e.g. reflecting ideals in all facets of marketing (e.g. using recycled paper for environmentally friendly company, OR using local products and employing local people etc for a socially minded company)
More satisfied visitors and fewer complaints: Tourists are more likely to have an experience that matches with the expectations that have been developed as a result of marketing and promotion messages leading to greater satisfaction and fewer complaints about expectations not being met.
Enhanced reputation: Being authentic and accurate is strongly connected in the eyes of the consumer with being honest and truthful which creates a positive reputation of the organisation and destination in general and be a competitive advantage.
Increased sales and income: More satisfied visitors will typically lead to longer stays, more repeat visitations, and positive referrals to family and friends, and as a result generate increased sales and income.
Fewer negative social, economic and environmental impacts: Being accurate and authentic in marketing means the tourists who decide to visit the destination will fit more closely with the experiences and products being sold to them creating fewer adverse impacts on the culture, environment and economy.
Homepage used by 5 out of 8 respondent
Database management and direct marketing used by 7 out of 8
Flyer and brochures are used intensively by all 8 respondent
Presentations within the own province play a more important role than presentations in other NW regions and on national level