Elicitación de requisitos del proyecto VideoWeb del PVSD

Tourism marketing and promotion are very important activities in tourism development and as pointed out by Kemp: American cities and towns spend millions of dollars on tourism marketing to entice visitors. This, in turn, helps create demand or expand a market. This is critical in a competitive marketplace. Yet, tourism involves much more than marketing. It also involves making destinations more appealing. This means conserving and enhancing a destination‟s natural tourism assets; in short, protecting the environment. The unique heritage, culture, wildlife, or natural beauty of a community or region is really what attracts visitors in the first place (Kemp, 2007, p.147). In the context of Thua Thien Hue, in recent years many great efforts have been made by the governmental agencies, the enterprises, and the local people in order to introduce the local tourist products to the visitors and to call for the investors making essential investments into the province. Many websites were established to introduce the local tourist products as well as their potentials and strengths for developing tourism in the province. Many international and domestic fairs were also organized for exhibiting the traditional handicraft products and investment projects and additionally, many interesting tourist services were also established strongly to attract the visitors internationally and domestically and so on. In general, the governmental agencies, the enterprises and the local people had considered marketing as a useful tool for introducing their local tourist products for the visitors.

However, the results from the implementation of Cultural Heritage Tourism marketing and promotion activities and programs of the governmental agencies, the enterprises and the local people in Thua Thien Hue have been not yet achieved considerably. The main reasons are because the governmental agencies, the enterprises, and the local people have not yet established the marketing strategies with detailed action plans for tourism development in general and Cultural Heritage Tourism development in particular. As mentioned above, the strategies and detailed action plans for marketing Cultural Heritage Tourism should function as a structure of organizational processes, including activities such as defining local tourist products, its potentials and strengths, its values and so on; giving out the concrete actions, budget plan and time schedule for marketing those tourist products to the customers. This will help avoid the waste of time, money for the governmental agencies, enterprises and local people.

Moreover, according to the interviewees (n=129), there should have a closer cooperation among the governmental agencies, the enterprises and the local people to establish a synchronous system of Cultural Heritage Tourism marketing programs, and projects. This will encourage the collective collaboration among the multi-stakeholders or economic components in the society and develop strongly the benefits for all of them but not for any individual. This is also an effective way for mobilizing the active contribution of financial capacities from the organizations and individuals in the society. A survey conducted by the researcher has shown that there are more than eighty five percent of interviewees (85%, n=129) answered that they agreed with the idea about the necessity of doing the Cultural Heritage Tourism marketing in Thua Thien Hue province through concrete program and projects with a hope of attracting more visitors to the province. They explained further that the Cultural Heritage Tourism marketing and promotion will play an important role in bring in the success for the Cultural Heritage Tourism development and it will also contribute to promote the values of culture of not only Thua Thien Hue but also of Vietnam to the international community.

6.4. Summary

To sum up, the chapter VI has mentioned an analysis about the present situation of Cultural Heritage Tourism and its significant roles in the process of socio-economic development and the rehabilitation of traditional cultural values in Thua Thien Hue province. It has also focused on the identification of potentials and problems for developing Cultural Heritage Tourism in the province.

And, in order to obtain an adequate analysis about the discussed issues, right at the beginning of the Chapter VI, the researcher has mentioned some research methods such as observation, documents and interviews, which he has applied into this study. The utmost objective is to find out the most proper solutions to settle the research questions as mentioned in the Chapter V. As a result, some important issues are summarized as follows:

It is necessary, first of all, to affirm that Thua Thien Hue has many actual potentials for developing Cultural Heritage Tourism due to its variety of valuable cultural heritages, including tangible heritages (a complex of citadel, monuments, royal palaces; a system of traditionally old architectural buildings, ancient towns, old urban centres, religious buildings, museums, revolutionary vestiges, historical relics, traditional trade villages, ethnic minority groups, specialities and the like) and intangible heritages (Royal Court Music, folklore, traditional musics, languages) as well as natural landscapes (beaches, rivers, mountains, lagoons, hills and so forth). Thua Thien Hue was recognized by the UNESCO as a World Heritage Site. Together with a set of valuable cultural heritages resources, as analyzed above, Thua Thien Hue has also many other convenient conditions for developing Cultural Heritage Tourism, namely a system of infrastructure such as seaports, airport, roads, bridges, supply of water, electricity, health care services, telecommunication, and available transportation systems. Another advantage for developing Cultural Heritage Tourism in Thua Thien Hue is a potential force of young and rather skilled labours. Moreover, it has a rather sufficient system of Cultural Heritage Tourism facilities and services such as hotels, restaurants, bars, souvenirs, tours,

entertainment centres and this has met basically the increasing demands of the visitors. However, in order to satisfy the increasing requirements of developing Cultural Heritage Tourism in particular and tourism industry in general, the critical factors of infrastructure, facilities and services and especially the qualified human resources should be continuously developed.

Secondly, it is essential to confirm that the development of Cultural Heritage Tourism has contributed significantly to the social development and economic growth of Thua Thien Hue province.

It functions as a useful tool for conserving and preserving the province‟s traditional cultural values such as monuments and historic old centre. Generally, Cultural Heritage Tourism has generated the employments and incomes for the local people through its activities. More important that through Cultural Heritage Tourism, many traditional cultural values such as old customs, traditional trade villages, folklore, and music and so on will be restored and developed. The effective development of Cultural Heritage Tourism will certainly help the local authorities and the residents to rehabilitate and revitalize the old architectural buildings, ancient city centres, which are considered as the unique characteristics of Thua Thien Hue in particular and Vietnam in general. And through that, the local people will feel much to be proud of their cultural assets and of course, they will try to protect and preserve their identity and branding of these cultural heritages from generation to generation.

And, however, most of actual potentials for developing Cultural Heritage Tourism in Thua Thien Hue province have been not yet exploited and developed effectively. This has led to the hindrance for the development of Cultural Heritage Tourism in Thua Thien Hue during the last years.

A set of some main problems for developing Cultural Heritage Tourism, including a lack of a master plan for developing Cultural Heritage Tourism development, lack of a full understanding of Cultural Heritage Tourism and its important roles, negative effects of natural disasters, uncompleted state of infrastructure and Cultural Heritage Tourism facilities and services, lack of close coordination among the public and private sectors, negative impacts of quick urbanization process, lack of qualified labour forces, and a lack of detailed plan and strategies for Cultural Heritage Tourism marketing and promotion have been identified through the researcher‟s conducted survey. In order to effectively develop Cultural Heritage Tourism in Thua Thien Hue province, those identified main problems should be tackled as soon as possible by the local government, its agencies and the residents.

CHAPTER VII:

ANALYZING THE PRESENT SITUATION OF CULTURAL HERITAGE TOURISM AND