Tourism Destination Life Circle
STEEP
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Social: Hà
Technological: Tuấn Anh
Economical: Phương
Ecological: Hoan
Political: Cường
Hà: Làm PP
STAGE 1: EXPLORATION (Khám phá)
 No of tourists: few
 Tourists’ chararacteristics: healthy, adventurous and keen on discovering new
things
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Tourism facilities for tourism: Not available
Tourism activities have not affected the community yet
STAGE 2: INVOLVEMENT (Tham gia)
 Number of visitors: increasing
 Visitor characteristics: want to experience new things
 Tourism facilities: small scale, serve the basic needs of tourists, provided by local
people
 Tourism activities help increase the income for the community, the impact on
environmental culture is not clear
STAGE 3: DEVELOPMENT (Phát triển)
 Number of visitors: strongly growth
 Visitor characteristics: prefer tour packages with full of amenities
 Tourism facilities: increase both quantity and quality.
Local communities gradually lose control of tourism activities
STAGE 4: CONSOLIDATION (Củng cố)
 Number of visitors: The growth rate has slowed down but the number of visitors is
still increasing
 Tourists' characteristic: like the facilities and package tours
 Tourism facilities: Artificial entertainment works, large casinos gradually replace
cultural and spiritual values. The local economy depends mainly on tourism
STAGE 5: STAGNATION (Đình trệ)
 Number of tourists: reaching peak, exceeding the capacity of the tourist destinaiton
 Visitor characteristics: tourists are people in the region or from surrounding areas
 Tourism facilities: degraded, affecting the ability to serve tourists and competing
with other destinations in the region. Many environmental and social issues arise.
STAGE 6: DECLINE (Suy thoái)
 Number of visitors: rapidly decline
 Tourism facilities: must change purpose of using
 There are many environmental and social issues: Labor loses jobs in tourism,
Impaired quality of life, Restructuring labor industry, Environment and traditional
cultural values fade away.
STAGE 7: REJUNVENATION (Phát triển mới)
 Number of visitors: Increasing again
 Tourism facilities: are reinnovated
 Travel products: are renewed
It’s neccessary having participation of the whole community, tourism businesses
and especially destination managers with appropriate support policies to make the
destination attractive again.
TOURISM DESTINATION’S MACRO ENVIRONMENT ANALYSIS
No
Factors
Opportunities/ Threats
(Attractiveness/ Seriousness)
% of
success/ %
of
occurrence
Actions
Social
1
Covid-19
pandemic
Cultural event
"Essence of
the Northwest
- Flavors of
Lao Cai 2022”
Threats:
Decrease in the number of
tourists: In 2020, the number
of visitors to Lao Cai only
reached 2.3 million, down
55% compared to 2019.
100 %
Promote the organization
of many new tourism
activities and products
such as the Sa Pa Summer
Festival; Bac Ha White
Plateau Festival;
International Yoga Day;...
The production and business
activities of many enterprises
in Lao Cai province have
stalled, causing many workers
to take unpaid leave or rotate
jobs. Freelance workers also
face many difficulties in
finding stable jobs
80 %
Temporary labor structure
changing
Due to the suspension of
tourism activities, tourism
service businesses in Lao Cai
province face many
difficulties. Many tour
operators have to suspend
operations, some businesses
are in danger of bankruptcy
80 %
Support policies: Support
loans for investment in
community tourism
products, support for
destination investment
loans, policies to support
folk art teams, ..
Opportunities:
The cultural festival has
revived the smokeless tourism
industry, providing
80%
Continues to promote
consulting and job
introduction activities in
many forms in order to
employment for many local
residents.
provide people with
necessary information,
update the local tourism
situation, the demand for
labor recruitment in the
past.
Attracting a large number of
tourists both domestic and
international, specifically
reaching 1.8 million visitors in
the first 6 months of 2022 (up
45% compared to 2021).
90%
Many tourists know the
tourism destination will create
a source of visitors for the
festival, thereby creating a
community image. Create
great advertising value for Lao
Cai province
85%
Actively promote images
on international websites.
Build a professional and
experienced staff to bring
the best quality service.
Actively promote the good
traditions of cultural
festivals to bring visitors
the most wonderful
experiences. Try to
minimize the negatives
that arise during the
festival.
Technological
2
Online
Tourism
during
Pandemic
Threats:
Difficulties in installing
equipments
60%
Request support from
technological companies
for consultation.
Locals are not accustomed to
Online Tourism
40%
Educate locals about the
effectiveness of online
tourism in pandemic times
Opportunities:
Ease of access
Can be utilized for advertising
and information center
100%
80%
Increase investment and
develop online tourism
activities in Lao Cai.
Modify and invest in the
official information
website to be more userfriendly for everybody.
Economical
3
Threats:
Lao Cai
tourism
develops
into a
spearhead
economy of
the province
The "hot" development of
tourism, especially the
number of domestic tourists
booking tourism in Lao Cai,
has to face local traffic
congestion, overload at
restaurants, hotels, and
service facilities. ,.... the risk
of changing the quality of
tourists with the increase of
low-paying tourists (mass
tourists), the risk of reducing
high-income tourists,
international tourists; food
safety issues.
60%
to increase attraction of investment in
the construction of tourism
infrastructure and technical facilities.
The stalking and enticing of
tourists creates an
unflattering image of Lao
Cai tourism. Tourism human
resources are still lacking
and weak, especially highquality human resources
40%
propaganda to raise awareness and
thinking about tourism
development.Strengthen the capacity of
state management of tourism from the
province to the grassroots.
Opportunities:
Lao Cai has a favorable
100%
opportunity to welcome a
large number of tourists
from China to tourist
destinations in Vietnam as
well as other countries in the
region and to welcome
international guests from
countries to Lao Cai and the
synchronously deploying master plans,
schemes and policies on tourism such
as Lao Cai tourism development master
plan, Sa Pa national tourist area master
plan, project No. 03 on tourism
development; develop tourism planning
in districts and cities. Formulate and
implement policies to support Lao Cai
tourism development; building projects
West. South China. In
addition, the pair of
international border gates
Lao Cai - Ha Khau is the
only pair of border gates
between Vietnam and China
converging all types of
transport, such as railway,
road, waterway and the
future is by air. are not. This
is also a condition for Lao
Cai to develop border
tourism, cross-border trade
and border-gate tourism.
Lao Cai tourism also has
other favorable conditions to
develop into an important
and spearheaded economic
sector of the province.
calling for investment in tourism
development.
80%
Much more information and realistic
materials can be provided, It is a rThe
infrastructure system, tourism technical
facilities are interested in investment,
attracting many strategic investors.
There have been over 20 large-scale
investment projects in the system of
hotels, resorts and high-class
entertainment areas, many of which are
concentrated in Sa Pa National Tourist
Area. Lao Cai also has a stable political
environment, security and safety, which
are important factors to facilitate
tourism development.
Ecological
4
The increase
of ethnic
minorities in
the biosphere
reserve
Threats:
Overexploitation of natural
resources, environmental
degradation and impacts of
climate change
Important challenges are being
faced, which is balancing
economic and social
65% To further promote conservation
activities to promote cultural values,
develop tourism, in which special
attention is paid to developing the
form of community tourism
associated with promoting national
cultural identity to attract tourists.
70% promote investment, production and
business activities for fast and
sustainable development
development and addressing
existing global threats such as
poverty, epidemics
Opportunities:
Increase new labor source
Reduce climate change
70% There is a possibility to train these
ethnic minorities to become ecoregional protection officers
Developing a new type of tourism in
70% the ecoregion revolving around the
cultural practices of ethnic minorities
POLITICAL
5.
Threats
Tourism revenue dropped
90% Lao Cai needs to take
Policy to close borders sharply, even many
appropriate measures to
due to the COVID-19 accommodation establishments
minimize damage and take
pandemic
had to close, individuals and
measures to attract domestic
organizations had difficulties to
tourists
maintain the tourism business.
The number of international
visitors from China and other
countries dropped sharply.
Resolution
06/2021/NQ-HDND
stipulating policies to
support tourism
development in Lao
Cai province
95% Develop more preferential
policies for foreign guests.
Opportunities
Economic support for local
businesses, individuals and
organizations doing business in
tourism services
86% Reactivate tourism activities
of the province. Many hotel
businesses launch safe and
attractive tourism products
and tourists gradually get
used to traveling in the new
context.
STEP 2: Competitor analysis
Year: 2019
Lao Cai
Dien Bien
Ha Giang
Cao Bang
1. No of tourist
2.Tourist’s
expenditure
3.Market share
of some target
market
4.Annual
growth rate in
comparison
with
competitors
Over 5 Million,
in which
international
arrivals
reached
806,106
845 thousand
people, in
which,
international
visitors are
estimated at
183,000
1.4 million
people, in
which
international
visitors 225.131
turns, domestic
visitors
1.177.235 turns
About 950
1 - 1.6 Million
About 1.1
thousand
Million
VND/day/guest VND/day/touris
t
VND/day/touris
t
In addition to
international
visitors from
traditional
markets such
as Northeast
Asia (Korea,
Japan), China,
Australia, EU,
Southeast Asia,
there are more
international
visitors from
new markets
such as India
and Taiwan.
In 2019,
international
visitors to Dien
Bien reached
845,000, of
which
international
visitors came
from major
markets such as
the UK and the
US. The main
tourist activities
of international
tourists in Dien
Bien are
visiting the
historical sites
of Dien Bien
Phu as well as
experiencing
the culture,
cuisine and
scenic spots
here.
Over 18%
About 19,8%
Over 1.5 million, of
which: 18040 inbound
and 1,364.306 domestic
About 800-950
thousand VND/day/touri
st including
transportation,
accommodation, food and
entertainment.
A lot of
The majority of foreign
international
tourists come from
tourists come to Korea, China and Japan.
Ha Giang every
year including
many countries
that are big
markets in our
country such as
Korea, Canada,
Thailandi and
the US.
About 10%
About 15%
5.Growth rate
of
accommodation
s and
occupancy rates
Average about
75%
6.Tourism
seasonality
3,4,5,9,10,11
Normal
Season: Over
50%
Average about
70%
Normal Season: 50%
High Season: 80-90%
High Season:
80-90%
3,5,8,9
5D Model
Tourist Journey Model
3, 4, 5, 9, 10,
11, 12
8, 9, 10, 11