Mini research project on the contribution of cultural heritage to tourism development in vietnam

Hue University University of Foreign Language and International Studies Mini-research project on the contribution of cultural heritage to tourism development in Vietnam Executor — : Ng

Hue University University of Foreign Language and International Studies

Mini-research project on the contribution of cultural heritage to tourism development in

Vietnam

Executor — : Nguyen Thi Hoai Tram - 20F7510411

Lecturer : Nguyen Vu Khanh Subject : Cultural Heritage and Tourism

Group 3

Hue, December 10, 2023

CATALOG

CHAPTER 1: INTRODUCTION

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CHAPTER 2: LITERATURE REVIEW

1 Defnition and classification of CulHurdl H€FÍÍQĐ€ ch nh He

2 Contributions of cultural heritage to the development of Vietnamese tourism 4 CHAPTER 3: METHODOLOGY

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L The type of cultural heritage that tourists like to visit most when traveling to Vietnam10

2 Tourist attractions of tangible cultural heritage in Vietnam .cc ccc 10

3 Tourists' assessment of the contribution of intangible cultural heritage in tourism ACHIVULTOS HH TH TH HH ng TH TH HT ng TT TT TT TT TT TH TH HH ng ng 11

4 Evaluation of the contribution of cultural heritage to Vietnamese tourism 0.0 12

5 Tourists’ love for Vietnamese heritage (including both tangible and intangible) 13

6 Compare the contributions of tangible and intangible cultural heritage to Vietnam's LOUFISIN AEVELOPMEH, ooccccccccccccccecseessenseesetsseescesssneeseseseesaeesesusesessseesseesecesereseesesesseeseesneess 14

7 Does the uniqueness of heritage affect the decision of domestic and foreign tourists to choose Vietnam as a tourist destination? àà ST n HH HH HH HH HH HH HH tre, 15

8 Assessment of the possibility of forming a heritage corridor to serve tourism in VIGÍHGHHH HH HH HT TH TH TH TH TH TH TH TH HT HT HT HT HT TH Hàng TT Tre 16

9 Contribution of heritage sites and resources to promoting Vietnam's tourism growth 17

10 Evaluation of tourism activities combining tangible and intangible cultural heritage.18

CHAPTER 5: CONCLUSION 19

i Conclusion 19

2 Suggestion 19 REFERENCES 20 APPENDIX: QUESTIONNAIRE 21

CHAPTER 1: INTRODUCTION

I Introduction

Cultural heritage is a valuable asset of every country and every nation More than a historical witness, it is also something that preserves the traditional cultural beauty of previous generations, creating a premise for future generations to preserve, recreate, and develop From there, we create a stepping stone for a country to approach other cultures around the world without losing the inherent identity of our nation and homeland, so that we can integrate but not dissolve

For Vietnamese people, cultural heritage has become a part of daily life and activities Cultural heritage in the heart of every Vietnamese person is the crystallization of material and spiritual values passed down from generation to generation From seemingly small things like cooking rules, food presentation, and meal order in each family, to going to temples and pagodas to pray for good luck every Lunar New Year, or even higher, the Architectural works imbued with the historical character of each historical period All are symbols of the brilliant culture of the Vietnamese people, kept and preserved over the centuries The presence of cultural heritage in life and activities has proven a very important thing: Cultural heritage is an inseparable part of the lives of Vietnamese people

Because of being aware of the importance of cultural heritage, throughout the history

of the Vietnamese people, the legal system over time has mentioned the requirements to protect, preserve, and promote the values of cultural heritage across all parts of the country The most typical example is the fact that President Ho Chi Minh signed decree No 65/SL on November 23, 1945, requiring the preservation of all cultural relics across the country as soon as Vietnam gained independence just 2 months ago Since then, November 23 every year has been chosen as Vietnam Cultural Heritage Day, to promote traditions and a sense of responsibility of organizations and individuals operating in the field of cultural heritage; at the same time, encourage everyone to participate in activities to preserve and promote the value of national cultural heritage The Law on Vietnamese Cultural Heritage established in

2001 is also a typical testament to the efforts of the Vietnamese government and people in protecting cultural heritage across the country

Thanks to being valued, protected, and constantly developed, cultural heritage has become one of the key driving forces for developing the domestic and international tourism industry With their inherent value, plus constant investment and development, heritage sites have become magnets attracting tourists to visit, learn, and discover interesting things around them Not stopping there, the heritage itself has also become a factor in promoting the

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tourism industry in localities, bringing significant profits to the provinces that own the heritage as well as contributing to the total GDP of the country According to many statistical reports from the Department of Statistics and the Vietnam National Administration of Tourism, revenue from tourists visiting many heritage sites is estimated to exceed 10 billion VND Along with the development of tourism, people benefit from those heritages Not only does the local economy develop, income sources and markets are stable, but people also have more job opportunities, and private and family economic development Or even protect many traditional crafts associated with heritage that are at risk of being lost

Starting from the above reasons, along with an understanding of reality the highest goal is to help people better understand the great contributions of heritage in the development

of the tourism industry, thereby appreciating and preserving it protect those heritage sites from the risk of harm and destruction; Many studies have shown the importance of heritage

as well as its significant contribution to tourism development The most important reason that these studies point out is: If a country's tourism industry wants to develop, that country's tourism industry itself must be different And if you want to make a difference, you must first appreciate the contribution of cultural heritage to that country's tourism industry

2 The problems of research

The most important issue mentioned in this study is clarifying the role and contributions of cultural heritage in promoting the development of Vietnam's tourism industry Not only that, through personal understanding and the knowledge acquired during the process of completing the research, it gives readers the most overview of the contribution

of heritage in Vietnam's tourism development

3 The question of research

- Main object: Cultural heritages in Vietnam

- Objective: Identify the contribution of Vietnamese cultural heritage in promoting tourism development

- Main research question: What are heritages contributing to tourism development in

Vietnam?

4 Significance of the Study

e Identify the important contributions of cultural heritage to Vietnamese tourism

e Raise awareness of students (especially tourism students) in preserving and developing heritage

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1 Definition and classification of Cultural Heritage

There are many different definitions of Cultural Heritage, however, based on the

subject and research purpose of this research, we will use the definition of Cultural Heritage issued by the National Assembly of the Socialist Republic of Vietnam promulgated in 2001 and the Law on Vietnamese Cultural Heritage (amended and supplemented in 2009) issued

by the National Political Publishing House - Truth as a standard (Quéc hdi, 2010, Ludt di san

văn hóa năm 2001 sửa đôi, bổ sung năm 2009 và văn bản hướng dan thi hanh, National

Political Publishing House - Truth, p.25) Based on the Heritage Law, we can classify and define cultural heritage as follows:

1) “Di sản văn hoá phi vật thể là sản phẩm tỉnh thần có giá trị lịch sử, văn hoá, khoa

học, được lưu giữ bằng trí nhớ, chữ viết, được lưu truyền bằng truyền miệng, truyền nghề, trình diễn và các hình thức lưu giữ, lưu truyền khác, bao gồm tiếng nói, chữ viết, tác phẩm văn học, nghệ thuật, khoa học, ngữ văn truyền miệng, diễn xướng dân gian, lối sống, nếp sóng, lễ hội, bí quyết về nghẻ thủ công truyền thống, tri thức về y,

duoc hoc cổ truyén, về văn hoá âm thực, về trang phục truyền thống dân tộc và

những tri thức dân gian khác.” (Jntangible cultural heritage is a spiritual product

with historical, cultural, and scientific value, preserved by memory, writing, and

transmitted by word of mouth, vocational transmission, performance, and other forms of preservation and transmission, including speech, writing, literary, artistic, scientific works, oral literature, folk performances, lifestyle, lifestyle, festivals, craft secrets traditional techniques, knowledge of traditional medicine, traditional pharmacy, culinary culture, traditional costumes, and other folk knowledge.)

2) “Di sản văn hoá vật thể là sản phâm vật chất có gia trị lịch sử, văn hoá, khoa học, bao gồm di tích lịch sử - văn hoá, danh lam thang cảnh, di vật, cỗ vật, bảo vật quốc gia.” (Tangible cultural heritage is material products with historical, cultural, and scientific value, including historical-cultural relics, scenic spots, relics, antiques,

and national treasures.)

Or to put it more succinctly, we can define "Cultural heritage includes intangible cultural heritage and tangible cultural heritage are matenal and spiritual products with historical value, culture, and science, passed down from generation to generation’ (2011,

Bai 15: Bao vé di san van hoa, Ha Nhat Thang [Editor], Gido đục công dân 7, p.48, Vietnam

Education Publishing House)

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Reality proves that cultural heritage creates endless appeal for tourist destinations

Cultural heritage is the motivation, the reason for the trip, the interactive environment, and

valuable experiences for tourists, thereby becoming a strategic resource for tourism development It is also the attraction of cultural heritage that has created waves of investment

in heritage tourism, and crowds of tourists flocking; That brings not only widespread economic and social growth results but also preserves cultural heritage

According to Dr Ha Van Sieu, cultural heritage is "a tourism resource with strong appeal, a driving force to attract more and more domestic and international tourists to Vietnam Currently, The tourism industry sees this as an important foundation and pillar for tourism economic development In addition to infrastructure, specialized technical facilities, and human resources, cultural heritage is also a tool to actively support image positioning and branding of Vietnamese tourism." (Ha Van Siéu, 26/7/2018, Di san van hoa voi phat

trién du lich, Accessed on December 12, 2023, https://vietnamtourism.gov.vn/post/26992 )

To date, there have been 24 tangible, intangible cultural heritages and natural heritages recognized by UNESCO as world heritage sites; including 8 natural heritages and tangible cultural heritages (Ha Long Bay, Thang Long Imperial Citadel, Trang An scenic complex, Ho Dynasty Citadel, Phong Nha Ke Bang, Hue Imperial City, Hoi An Ancient Town, My Son Relics); 12 intangible cultural heritages (Hue Royal Court Music, Central Highlands Gong Cultural Space, Quan Ho Folk Songs, Giong Festival, Ca Tru, Xoan Singing, Hung King Worship, Mother Goddess Worship Vietnam, Vi Giam Nghe Tinh Folk Song,

Tug of War Ritual, Southern Tai Tu Music, Central Coast Bai Choi); and 4 documentary

heritages (Doctor's Stele of Van Mieu Quoc Tu Giam, Woodblocks of the Nguyen Dynasty, Imperial Records of the Nguyen Dynasty, Woodblocks of Zen Buddhist Sutras of the Truc Lam sect, Vinh Nghiem pagoda, Bac Giang province) Along with that are tens of thousands

of historical, cultural, and scenic relics recognized as heritage sites In terms of tangible cultural heritage alone, it is estimated that there are more than 3,000 national-level heritage sites and about 7,500 provincial-level heritage sites, and many monuments are still being counted; system of festivals and traditional craft villages; culinary culture of regions and ethnic groups; folk cultural and artistic heritage (Ha Van Siéu, 26/7/2018, Di san van hoa

với phát triển du lich, Accessed on December 12, 2023,

international visitors is constantly increasing increased, especially heritage after being recognized by the State and honored by UNESCO The attraction of heritage has created a driving force for tourism development, bringing many benefits in terms of income, employment, and local socio-economic development Specifically, the Hue Monuments

Complex, 2017 welcomed 3 million tourists, including 1.8 million international tourists,

earning 320 billion VND from tour tickets alone; Hoi An ancient town welcomed 1.96 million visitors, earning 219 billion VND from tour tickets alone Famous heritage sites such

as Ha Long, Phong Nha-Ke Bang, Trang An, Yen Tu, and Ba Den Mountain have been continuously invested and developed in recent years Thereby, heritage tourism has contributed greatly to the outstanding development of the tourism industry in recent times Specifically, from 2010 to the present, the number of international visitors to Vietnam has increased more than 2.5 times, from 5 million in 2010 to 12.9 million in 2017, an average increase of 14.5% per year (especially (2017 increased by 29.1% compared to 2016),

Domestic tourists increased 2.6 times, from 28 million in 2010 to 73.2 million in 2017, an average increase of 14.6% Total tourism revenue increased over 5 times, from 96,000 billion

in 2010 to 510,000 billion in 2017, an average increase of 26.9%, contributing over 7% of

GDP and spillover effects of over 13.9% of GDP; creating over 1.2 million direct jobs and 3.6 million indirect jobs Many heritage tourism products have become typical brands for Vietnamese tourism In particular, cultural heritage is also an important factor that makes a difference in Vietnam's destination system and tourism products, connecting and diversifying trans-regional and international tourist routes (Ha Van Siéu, 26/7/2018, Di san văn hóa với

phat triển đu lch, Accessed on December 12, 2023,

https://vietnamtourism.gov.vn/post/26992 )

Also in his article, Dr Ha Van Sieu also pointed out that tourism is also a form of promoting the value of cultural heritage Because, today, heritage tourism attracts visitors to

seek out the values of the source, learn, interact, and experience to absorb the rich cultural

heritage values of different nations and ethnic groups (Ha Van Siéu, 26/7/2018, Di san văn

hóa với phát triển du lịch Accessed on December 12, 2023,

https://vietnamtourism.gov.vn/post/26992 )

Also share the same opinion as Dr Ha Van Sieu, but Master Hoang Thi Hue has a different way of thinking Besides considering cultural heritage as a huge source of capital for tourism development and tourism as another way to enhance the value of heritage, she also believes that cultural heritage has contributed a significant part in bringing Vietnamese tourism to integrate well with world tourism She believes that, in an era where the process of exchange and economic-cultural integration is taking place strongly like today, cultural

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heritage is both a source of capital and a tool for Vietnam to expand exchanges and integration internationally That means we participate in the globalization process with the traditional values left by our ancestors, legacies imbued with the essence of the Vietnamese spirit To do that, cultural heritage cannot lack the help of tourism Cultural heritage is a source of capital to promote tourism development, and tourism is a tool to promote and preserve cultural heritage (Hoang Thi Hué, 25/5/2023, Thuc trang va gidi phap quan ly di sản văn hóa gắn với phái trién du lich tai thanh pho Hai Phong, Accessed on December 12,

2023, https://tapchicongthuong.vn/bai-viet/thuc-trang-va-giai-phap-quan-ly-di-san-van-hoa-

gan-voi-phat-trien-du-lich-tai-thanh-pho-hai-phong-106513.htm )

However, many studies only focus on promoting the value and highlighting the contributions of tangible heritage while forgetting intangible heritage, while these heritages themselves also play an role extremely important in promoting tourism in many localities as well as Vietnam's tourism industry

A typical example is the tour "Returning to the ancestral land of Hung Kings" exploited by Phu Tho province, bringing ancient Xoan singing villages into the tourism itinerary From there, it helps domestic and international tourists understand more about history as well as experience listening to and learning Xoan singing Or, a more famous place

is the Ancient Capital of Hue with the Intangible Cultural Heritage representing humanity's Royal Music and Hue communal house The Hue Imperial City Management Board regularly organizes court music performances or includes them in royal banquet programs Not only that, the Hue Monuments Conservation Center also organizes many non-profit performances

at The Mieu and Thai Hoa Palace This has attracted tourists to enjoy music and learn more about the life of ancient Nguyen kings in the Palace Not only that, this also creates opportunities for those who want to gather information to learn about this traditional form of

court music (daidoanket.vn, 19/01/1021, Kết nổi di sản văn hóa phi vật thể với du lịch,

Accessed on December 12, 2023, https://bvhttdl.gov.vn/ket-noi-di-san-van-hoa-phi-vat-the-

voi-du-lich-20210119091223754 htm )

Following the development of tourism, many of Vietnam's intangible cultural heritages have also been restored and resonated in the international art market We can mention many art forms that were once in danger of disappearing such as Water puppetry, Quan Ho folk songs, A Dao singing, Chau Van singing, folk songs of different regions, folk dance arts of ethnic minorities such as Sap Muong dance, Xoe Thai dance (daidoanket.vn,

19/01/1021, Két nối di sản văn hóa phi vật thé voi du lich, Accessed on December 12, 2023, https://bvhttdl gov vn/ket-noi-di-san-van-hoa-phi-vat-the-voi-du-lich-

20210119091223754 htm )

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From there we can also see that intangible cultural heritages also make significant contributions to promoting Vietnam's tourism industry Because they bear the mark of the Vietnamese people, of the working people, and are the breath of an entire historical dynasty

It is because of the closeness, familiarity, and not being too high-class or picky that these cultural heritages are very popular with tourists and have become a useful tool for tourism development, thereby contributing to bringing prosperity to profit and ensuring economic life for many folk artists The contributions of intangible cultural heritage not only exist in material value such as money but also priceless spiritual value: making tourists remember Vietnam more, and giving visitors deeper impressions about the land they visited

Although intangible cultural heritage has made significant contributions to Vietnam's tourism, it is still forgotten or given insufficient attention The biggest reason still lies in the fact that programs to exploit intangible cultural heritage in tourism are not effective, are only spontaneous, or have no innovation and lack of organization - preparation Intangible cultural heritage is a priceless treasure, the soul of previous generations passed down, contributing significantly to the tourism industry: but if not properly cared for, it will be lost away from

the original value (daidoanket.vn, 19/01/1021, Kết nối đi sản văn hóa phi vật thể với du lich,

Accessed on December 12, 2023, https://bvhttdl.gov.vn/ket-noi-di-san-van-hoa-phi-vat-the-

voi-du-lich-20210119091223754.htm )

Thus, to summarize, we can grasp the great contributions of cultural heritage to tourism as follows:

» Bring economic profits, and promote market expansion for the tourism industry

> Become the best resource and tool to integrate Vietnamese tourism with the international tourism market

> Create a distinct, unique, and unique highlight for the tourism industry as well as the image of Vietnamese tourism

> Open up many new forms of tourism and heritage experiences (especially with intangible cultural heritage)

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CHAPTER 3: METHODOLOGY

I Introduction

The design of the methodology should be based on the purpose of the study, the question, the resources of the study, and the timing Several studies were performed before the most suitable method for this study was determined Based on the actual situation and references from previous studies, and at the same time to clarify the specific issues of the research, the selected methodology must be the optimal one, which supports research to collect data for research purposes Therefore, the data collection method selected in this study is the quantitative method (questionnaire investigation)

2 Research Instrument/ Justification

Data collection tools for this study include questionnaires about tourists' thoughts about heritage sites in Vietnam as well as the contributions of heritage to Vietnam tourism that tourists perceive The questionnaire includes two main components: a question part and

an answer part The number of questions is 10 With each question, peoples participating in the survey will make choices that they feel are appropriate or give their personal opinions The questionnaire includes 3 types of questions: closed questions, open questions, and mixed questions

¥ Closed questions are yes-no questions, which are questions that choose any available answer

¥ Open questions in the form of students presenting their personal opinions

¥Y For mixed questions, in addition to the pre-given answer choices, peoples have the right to add their personal opinions to the answer sheet if they do not get the answer they want to choose

3 Participants

This research was conducted to determine the contributions of cultural heritage in the development of Vietnamese tourism, so the participants include foreign tourists who have

been to Vietnam, visitors to domestic tourism, students studying at tourism universities, and

some people working in the tourism sector

4 Recording and analyzing data

The data were recorded in the form of descriptive statistics, which served as the basis for the study, and the results were briefly summarized in the conclusion of the study Questionnaires were randomly distributed to tourists and staff at tourist attractions, students

of some tourism schools, and tour guides at some attractions The responses were randomly

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selected from 85 answered questionnaires to conduct data analysis The questionnaire distribution period lasts from December 7, 2023, to December 11, 2023

5 Result

The study uses a set of questions about the contributions of cultural heritage to the development of Vietnam's tourism industry Data were recorded in descriptive statistics format, then frequency counts were tabulated and converted to percentages

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CHAPTER 4: FINDINGS

1 The type of cultural heritage that tourists like to visit most when traveling to Vietnam

- Question asked: “What kind of cultural heritage do tourists often like to visit in Vietnam?”

- The answers used for survey participants to choose from:

A Rich in distinctive traditions 40 people choose

B Beautiful, magnificent, massive 15 people choose

C Tangible cultural heritages can also preserve intangible 20 people choose cultural heritages

D Other 10 people choose

>» For those who choose option D, they say they like to visit a tourist destination that is not only rich in Vietnamese culture but also has unique features of each ethnic minority and each region they visit Or it could be a little-known place or introduced on travel company websites They think that those places will bring more experience to their trip than visiting places that are already so famous and popular

- All selections are converted to percentages and shown in the chart below Through those answers, we can see that cultural heritages that are rich in traditional Vietnamese culture and heritages that include both tangible and intangible cultural heritages are often options top list

of tourists when visiting Vietnam From there, we can see the attraction of cultural heritages (tangible and intangible) unique to Vietnam for tourists

2 Tourist attractions of tangible cultural heritage in Vietnam

- Question asked: “Which characteristics of tangible cultural heritage in Vietnam are the

most attractive to tourists?”

- The answers used for survey participants to choose from:

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