Research On The Development And Expansion Of Cultural Tourism Brands In Vietnam

As the global economy develops and living standards around the world improve, there is a growing middle class with an ever increasing desire to travel. This can only mean good news for the tourism industry, and as such, it has become one of the biggest industries in the world.With that said, many countries are hoping to take advantage of this steady boom. However, Vietnam is lagging behind its regional competitors; Thailand, Singapore and Indonesia when it comes to cultural tourism.The main reason for this simply being that Vietnam was too slow at recognising the lucrative tourism market, and as such now needs to catch up. Initiatives need to be taken to analyse Vietnam tourism’s strengths and weaknesses, to cultivate an internationally recognisable brand, to motivate potential tourism resources (such as lesser-known scenic spots), and to promote sustainable tourism, i.e. keeping the environment in as pristine condition as possible.According to recent papers on the subject of cultural tourism, it has been ascertained that the main factors that influence the building of a unique tourism brand are:the environment, scenic spots, the economy, human resources and a country’s reputation for something attractive,(the latter being difficult to establish, but once established, difficult to dispel from people’s minds, e.g. French wine, African safaris, China’s Great Wall).On this basis, what must first be analysed are the recent cultural tourism developments in Vietnam and how they developed. Already existing brands need to be elaborated on, for example well-known scenic spots and typical tourist routes, and established companies need additional help to allow them to grow. Secondly information must be amassed about what kind of problems Vietnamese cultural tourism is facing so that practical countermeasures can be put into place.The solution can be narrowed down in to4main aspects:·Human resources-improving the skill-set of those working within the tourism industry.·Seashore tourism-beach holidays are much favoured by many tourists and beaches are a major factor in attracting people to destinations.·7distinct regions-Vietnam is composed of seven regions, which in terms of both environment and culture can starkly contrast with the others. This needs to be taken into consideration when advertising and building a brand.· Regional co-operation-Vietnam needs to take advantage of its local customers, and the implementation of a Schengen-style visa agreement for bordering countries and nearby nations would be ideal for achieving this.Finally, looking towards the already successful tourists locations of Ha Long Bay and the ancient town of Hoi An can teach many lessons about how to promote cultural tourism.