Regional tourism linkage: experience from Thailand, Malaysia and lessons for the northwest region of Viet Nam

379 REGIONAL TOURISM LINKAGE: EXPERIENCE FROM THAILAND, MALAYSIA AND LESSONS FOR THE NORTHWEST REGION OF VIETNAM Associate Professor. Dr. Pham Truong Hoang Associate Professor. Dr. Tran Viet Tien Msc. Hoang Vu Hiep National Economics University Abstract Regional linkage in tourism development are an important requirement in the development of tourism of each country. This study explores the regional linkage experience in tourism development in Thailand and Malaysia, which has implications for regional linkage development in the Northwest of Vietnam. Research indicates the importance of regional linkage in tourism development and government policy plays an important role in promoting regional linkage. This policy should be concretized as a regional tourism linkage strategy and management units. Creating an environment that promotes initiatives for tourism linkage development in the region is an important condition to concretize regional integration directions into results. Key words: tourism linkage development, Northwest tourism, tourism linkage model 1. Introduction Tourism has been developing in the last 50 years, especially in recent years, it is becoming an important economic sector, not only the largest scale in the industry but also contributed to the development and prosperity for the whole world. By 2015, the number of international visitors reached approximately 1.2 billion, generating $1.260 billion in revenue (UNWTO, 2016). Tourism has become the largest economic sector in the world. The development of tourism of one region among the linkage between many localities in the region has been concerned in the development of tourism. This not only satisfies the needs of tourists but also creates a basis for stimulating the development of tourism in the region, creating new competitive advantages of tourism in the region in terms of attracting investment, product development, brand building and promotion. The regional concept in tourism development refers to a territorial space within a country, often associated with geographic features rather than to administrative features. The prevalence of regions is an area that includes certain provinces (or equivalent administrative units). The territorial distribution spread across various administrative units leading to difficulties in developing tourism linkage. The objective of this article is to explore the experiences of tourism linkages in some countries around the world to draw lessons for Vietnam. This study focuses on two 380 countries with strong tourism development in the ASEAN region of Thailand and Malaysia. Countries that have regional tourism development models are quite striking and have many similarities with Vietnam in terms of location, terrain conditions. Many of the tourism areas in these countries are also mountainous areas, which are similar in characteristics to the Northwest of Vietnam, which provides some recommendations for strengthening linkages of the tourism in the Northwest areas at the end of this article. 2. Regional tourism linkage in Thailand 2.1. Introduction on Thailand tourism Thailand is a tourism spot not only in Southeast Asia but around the world. In 2016, the number of tourists visiting Thailand has surpassed 30 million, which is one of the largest number in the world. Thailand has a well-developed tourism industry since the 1970s. The number of international tourists to Thailand reached 10 million in the early 2000s. Looking at tourism development as well as volume of international tourists, Thailand has about 15-20 years experience developing earlier than Vietnam. According to the WTTC (2016), tourism contributes directly to Thailand's GDP of 1,247.3 trillion baht, or about 9.3 percent of the country's GDP. In terms of the total of direct, indirect and tourism-induced contributions of tourism to GDP, it is equal to 2,795.1 trillion baht in 2015, which accounted for 20.8% of GDP. Thailand ranks sixth in the world on tourism income (UNWTO, 2016). According to WTTC forecasts, with a growth rate of 6.4% per annum, in the next 10 years, tourism will bring total revenue of 5,420.5 trillion baht, accounting for 30.5% of Thailand's GDP. 2.2. Experience in tourism linkage development in Thailand: product - investment - policy Economic development in the region has been focused in Thailand for more than 20 years, bringing concrete results in development, evident in the development of tourism. Tourism development in Thailand shows the connection of tourism linkage with economic development. Beside policies that promote regional development, specific policies for the development of tourism have a significant impact on the formation of product lines, brands and tourism systems in each region. In the tourism development strategy of Thailand, the tourism business is oriented into five regions: North, North East, Central, Eastern, Southern. Tourism zoning is primarily determined by geographic features and socio-economic characteristics. This partly determines the product characteristics of each region. Some experiences in tourism linkage development in Thailand will be mentioned below. 2.2.1. Developing regional tourism products with local characteristics as a basis for tourism development linkage The Northern of Thailand is an area in Thailand that has many similarities with the Northwest of Vietnam. As a mountainous area, Northern of Thailand has more difficult 381 economic conditions than other provinces in the country. This area also contains many cultural values of Thailand, typical of the culture is the former kingdoms and cultures of ethnic groups. The area of these 16 provinces is of interest to develop tourism after Thailand's major tourist centres. Localities in the area have their own tourism characteristics, as shown in Table 1 below. Table 1: Specification of attractions in northern Thailand STT Attractions (Province) Specifications(*) 1 Chiang Mai As the "Northern Rose," Chiang Mai is a wonderland of culture and nature with its ethnic diversity, with countless tourist attractions and hospitality. 2 Kamphaeng As a strategically important city in the past, Kamphaeng is now a peaceful and captivating province with many interesting natural and cultural attractions. 3 Lamphun An old city with hospitable people, with beautiful women. Lamphun retains the charm of the ancient and attract tourists by its natural beauty 4 Nakhon Sawan Nakhon Sawan is not well known to tourists, but it has a wide variety of tourist destinations, from space observatories to large lakes as well as many natural attractions including floodplains, the largest waterfall in Thailand, where many species of fish and birds are kept 5 Phayao Seemingly admirable by mountains and valleys, Phayao is a peaceful province. The things here are only the facilities and modest facilities. Phayao is a thriving community with outstanding natural beauty and fascinating religious sites. Back in 900 years, Phayao was an independent kingdom before becoming part of the Kingdom of Lanna Thai in the middle of the 14th century. Today, Phayao is a relaxed town surrounded by many sights. Natural beauty. A range of lakes and restaurants by the lake is ideal for commuting to the rural areas where many ethnic minority communities still maintain traditional lifestyles. 6 Phichit As the land of crocodiles, Phichit was established nearly a millennium ago with many historical, cultural and natural attractions. 7 Phrae Once the center of Thailand's teak industry, Phrae features many ancient teakwood villas as well as preserved forests, ideal for wildlife and wildlife animals tracking 8 Tak Once a strategic military area between Thailand and Myamar, Tak is now known for its lively border markets, ethnic diversity and natural scenery. 382 STT Attractions (Province) Specifications(*) 9 Chiang Rai Quiet than the city near Chiang Mai, Chiang Rai is a land of outstanding natural beauty, where the tourists avoid the bustle of the card to visit the mountain tribe, wilderness and to the golden triangle, which was once the center of the opium trade of the world 10 Lampang A charming city with horse carts and white elephant cages at the Elephant Conservation Center of Thailand 11 Mae Hong Son Daily flights to the small airport in Mae Hong Son provide an ever increasing number of tourists to admire the stunning scenery and mountainous ethnic communities as well as exciting adventure experiences. 12 Nan As a hidden jewel, Nan was once a kingdom and today is a haven for tourists seeking to explore tranquil and tranquil landscapes, natural beauty and culture of the North Thai Lan region. 13 Phetchanbun As a province rich in history and fertile land, Petchabun is now a province with unique natural attractions, especially the mountain ranges covered by forests and water challenge, the river has created a cool climate almost year round. 14 Phitsanulok In addition to its historical importance, Phitsanulok is known for its rivers, mountains and forests that are ideal for nature lovers. 15 Sukhothai The area associated with the national heritage, where the Thai, associated with the traces of Buddhism, the famous festival Lou Krathong, Pho Khun (mother of Ramkhamhaeng) costume Teen Jok as well as the happy dawn. 16 Uthai Thani A land of long history and ethnic diversity, Uthai Thani is known for its pristine wilderness, home to the threatened wildlife of Thailand, especially in the area. Huai Khaeng Wildlife Sanctuary has been recognized as a world natural heritage Note: Basic features are available at the Tourism Authority of Thailand's website ( accessed 6 February 2012). The introduction of tourism features by Tourism Authority of Thailand has shown a clear direction for the development of tourism products in this region. Characteristics of the 16 tourism destinations show that the main tourist features of this area include: - A remote mountainous area. - Characterized by natural tourism resources: mountains, forests, wildlife. - Characterized by ethnic diversity in some provinces. - Characterized by historical values: the history of the peoples and the kingdoms. In addition to the common tourism images, 16 provinces in the region have their own tourism products. These characteristics are derived from the recognition and 383 assessment of strengths in each locality. Each locality is the old historical monument, rich in land will have cultural strength mixed with nature. Meanwhile, mountainous and remote provinces have their own strengths in exploration. 2.2.2. Focused investment in the tourism sector as a basis for promoting linkages Tourism development requires investment, especially in the first stage of tourism development. Investment in tourism development in the first phase need to significantly focus on development of tourism centre as a development motivation for other related areas. One of the investment orientations for tourism development launched by the TAT in the early 2000s was the development of infrastructure for four gateway cities to the region's tourism development, as the basis for tourism region linkage activities and connects with international. Domestic and international resources were arranged for this purpose. One example is the project funded by ODA from the Government of Japan to invest in tourism infrastructure built from January 1995 to July 2002, with an investment of $ 40 million. The objective of this project is to "attract tourists to local areas and promote tourism development through the construction of infrastructure in the central cities of North, South and North Eastern Thailand (the gateway cities based on the flow of tourists) by which contribute to local development, job creation and increase foreign currency. 13/28 sub-projects were implemented in the Northern Thailand area as follows, around the Chiang Mai and Chiang Rai areas. This tourism infrastructure development project in Thailand shows some of the following experiences: - State policies play an important role in directing the development of the tourism industry in general and regional tourism in particular. This is an important base for gathering domestic and foreign resources for regional tourism development. - In tourism development, regional tourism development plays an important role. - The State plays an important role as leverage in promoting regional tourism. - In order to develop the regional tourism, the focus of investment in major tourism destinations and the "gateway tourism" should be prioritized to create the source of visitors for whole regional tourism development. 2.2.3. The role of policy in developing tourism linkage at all levels - lessons from community tourism Community tourism is a form of tourism that contributes to the socio-economic development of localities, especially in mountainous areas. Models of community tourism development - the type of tourism that encouraged in mountainous regions such as Northern Thailand, shows the integrated role of the parties in tourism development, thus suggesting the interrelated models in the region. A good example is the Mae Kampong Community Tourism Village in Chiang Rai Province - Northern Thailand according to the research of Kontogeorgopoulos et al. (2014). As a mountain village in Northern Thailand, located at an altitude of over 1000m with more than 300 people, Mae Kampong village was an agricultural village until the late 384 1990s when tourism developed here. Tourism development is a blessing to this village, as the fluctuations in demand for agricultural products provided by the village no longer meet the market demand, forcing the village to move to a new occupation is tourism. The location of the village, Mae Kampong, is their advantage, which located in Chiang Mai province; about 50 km north of Thailand tourist center, very suitable for developing auxiliary products, connected to the central mind this tour. In addition to the good fortune in terms of location, the external factors also contribute to the success of this community- based tourism village model, especially the important role of the State, non-profit organizations (NGOs) and other enterprises. First of all, the support of researchers and small-scale companies as they introduce Mae Kampong lane is a tourism product. However, significant and important support to the village came from the government, NGOs, through which, research activity, product development and training were conducted in the villages. Some significant government supports are: - Thailand Tourism Research Foundation (TRF) allows to organize research activities and a variety of training courses for the community. - The Tourism Authority of Thailand (TAT), as the state agency that performs the task of promoting Thai tourism, has supported the media programs through articles, articles on radio and television about Mae Kampong. - An OTOP program with the participation of many government agencies has invested in the development of home-stay as a tourist product of Mae Kampong Village. - Support from the Ministry of Sports and Tourism and the Ministry of Labor and Welfare to develop standards for residential accommodation and support for training in Mae Kampong Village to meet these standards. - NGOs organize the capacity building programs and marketing programs for Mae Kampong Village. Another good example of tourism development is in Pai District of Mae Hong Son Province - Northern Thailand (Lortanavit, 2009). The development of community tourism in this province also demonstrates the role of the parties, especially the Central State and local government in the development of community tourism. The development of community tourism activities at the tourist site is closely linked to the process of policy development at all levels as well as the development and business linkages between business establishments in the locality as well as other localities (Table 2). Table 2: Events and changes at the national and local levels Level Year Events National 1987 1997  TAT launches "Thailand Tourism Year" • The 1997 constitution allowed the formation of independent organizations such as the National Human Rights Council of Thailand • Declassification became a mandatory requirement, passed by the 1997 Constitution 385 Level Year Events 1999 2001  TAT puts the "Sustainable Tourism Development Plan" in its 8 th Five-Year Socio-Economic Development Strategy (1997- 2001) with a focus on community development through a participatory approach that empower for the community. • TAT promotes "Eco-tourism Development Plan" • The National Assembly passed the 1997 Law on Decentralization of Power • Thaksin Shinawatra government (2001-05) introduced many policies for economic growth such as SML policy, Each village a product • TAT launches "Thai people travel in Thailand" Province Mae Hong Son 1987 1997 • Regular upgrading the 1095 National Highway which is the main axis connecting Chiang Mai and Mea Hong Son, completing the asphalt paving • The government started officially promoting Mae Hong Son Province with the implementation of its sixth socio-economic development plan (1987-91). Mae Hong Son is one of the main destinations for tourism promotion • Mae Hong Son City and neighbour areas are identified as centers for community tourism development • Thai Social Investment Fund (SIP) supports local people in local development District Pai 1900 1982 1997 2001 2002 2003 2004  Pai became a district in Mae Hong Son province  Pai was first mentioned in 1982's Lonely Planet guidebook, introducing some guest houses  SIP supports local people to participate in local development by the course training local leaders to develop plans  After the Asian financial crisis, a "creative" group from Bangkok promoted the community tourism  Following a campaign calling for early retirement for state employees, a series of guest house are appeared in Pai  Three villages of Karen gathered and struggled for many years before the dredging operation, which caused subsidence and erosion by an investor who had purchased the land since 2001.  Thai city law is implemented. The law specifies the coordination process for decentralization, the interests of the state and the locality  The Thai Human Rights Council worked with Pai in 2003- 2006 with various activities such as build a radio station and propagrate for local people.  The network of 5 star hotels in Bangkok invests in Pai  7-Eleven convenience store opened in Viengtai Source: Lortanavit, 2009 386 3. Tourism regional linkage in Malaysia 3.1. About Malaysia Tourism Malaysia is also a major tourism country in Southeast Asia and the world. As the country has the most sustainable economy and political stability in the region. In 2008, the number of tourists to Malaysia has reached more than 22 million visitors. By 2015, Malaysia has welcomed nearly 26 million tourists. According to the WTTC, in 2015, the total contribution of tourism to GDP was 152.8 billion ringgit (13.1% of Malaysia's GDP). The direct contribution of GDP tourism was 51.1 billion ringgit (4,4% of this country's GDP. The WTTC forecasts that direct contributions will increase to 7.9% to 55.2 billion ringgit in 2016. Although Malaysia‘s tourism scale is not as large as Thailand‘s, Malaysia is also widely known on the tourism map of the world. Being ranked in 184 countries in the world, Malaysia tourism industry is ranked 27th in absolute value. The country has seen rapid growth in recent times (the world's third fastest pace in 2016). 3.2. Experience in tourism linkages in Malaysia: the role of policy Malaysia's economic and natural characteristics lead to uneven development of tourism (Hendersion, 2008). Tourism area development in Malaysia also follows the development of the tourism industry in this country. Typically, the Northeast region with Kelantan, Pahang and Teregganu provinces has been encouraged to develop tourism since 1999, after Malaysia's move to develop a new tourism brand, "Trully Asia‖, with a broader focus on tourism products in the country. In line with the national policy, the provinces in the Northeast region have set up orientations and policies to develop this area into a new tourism centre, exploiting the inherent values of nature, with the construction and development of attractive tourism products. Although tourism sector development has not been identified as a separate priority in general tourism development policies, Malaysia has, over the past 20 years, tourism development aims to promote regional linkages. These policies also change according to the characteristics and level of tourism development of Malaysia. Table 3 summarizes Malaysia's tourism policies since 1990. A note that the number of international tourists to Malaysia in 1998 was 5.6 million, 10 million in 2002, and 24.28 million in 2010 (Mosbah and Khuja, 2014). Table 3: Tourism Development Strategies in Five Five-Year Strategies of Malaysia Plan Tourism Development Strategies MP6 (1990-1995) Get investment in Malaysia and nurture activities that can create jobs and connect with other economic sectors, stimulating economic growth, income and added value. Provide the support needed to promote Malaysian domestic and international tourism destinations 387 MP7 (1996-2000) Diversify products and services to serve the needs of tourists Promote new products such as sports, shopping, meetings, and water activities Ensure effective marketing activities Encourage investment especially the private sector to participate in innovative projects on tourism Increase participation of local communities and small businesses Upgrade the infrastructure and provide the minimum necessary conditions Provides telecommunications conditions MP8 (2001-2005) Balance economic, environmental, cultural and social aspects when planning and implementing tourism activities Design conservation activities for environmental and cultural resources Establish comprehensive approaches to tourism development (hospitality, innovation and the power of private business, creating publicity and public concern) Present Malaysia as a festival spot for the whole year Focus more on products for special needs such as ships, boat racing Ensure the safety, comfort and welfare of tourists MP9 (2006-2010) Ensure sustainable tourism development Support for innovative tourism services Encourage marketing and promotion activities Focus on the development of new products such as agricultural tourism, ecotourism, educational tourism, meeting tourism, sports and leisure travel and Malaysia is my second home MP10 (2011-2015) Emphasis on the development of national tourism based on nine types of tourism: heritage, ecotourism, home-stay, sports, island, meeting, gastronomy, golf, and shopping and health. Promote the image of tourism destinations Conduct large travel events, large-scale programs, upgrade comfort, safety and cleanliness Develop more infrastructure and technical facilities for tourism Continuing marketing and promoting key tourism products to major markets such as Asia, Indochina, and Europe. Emphasis on the quality of human resources for high quality of service Source: Mosbah and Khuja (2014). Note: The underlined section is a note about the manifestation of policies that promote regional linkage. Malaysia's tourism development strategy shows the government's orientation to address the current status of tourism as well as the path for tourism development in each period. When assessing Malaysia's national tourism policy, some issues that can be drawn are: 388 - In the early stages of tourism development, the issues raised with tourism development are the development of tourism services and products and associating development of tourism with related sectors. This can be done by businesses, but the role of government in promoting this activity is important. Governments need policies to promote value chain development, both in the areas of the profession and in the development of tourism. - The role of policy gradually shifted from a specific problem-solving approach (including the development of a policy to strengthen linkages of tourism development) to a holistic approach in which participants, especially private enterprises, play an important role. At the same time, product innovation is central to the development of tourism, including the development of national product lines as well as new products. As tourism develops at a higher level, innovations in the industry focus on the level of completion and improvement of product quality and tourism business. Policy orientations in addition to supporting these themes also focus on promoting active market access and branding for tourism. National tourism development policy is an important basis for promoting the development of tourism linkages by geography and product value chain. 4. Some experience with Vietnam and the North West in tourism linkage development Researches on tourism area linkages in Thailand, Malaysia and Australia shows several concrete experiences that can be applied in strengthening tourism linkages. A number of general issues derived from the international experience have been studied: Regional tourism development is a necessary requirement for the tourism development of the country. The tourism development in the country is characterized by spillage, from the major tourist centers, spread to the local guest. Trends in tourism development across the country in the direction of developing tourism from the center of unique tourism, expanding into the surrounding area, from the central area to expand the farther away. Tourism linkages development is an indispensable requirement due to the characteristics of tourism development, the needs of tourists, the requirements of development of tourism products. Tourism linkages development is also an effective tool for tourism development. The actual development of tourism in developed countries shows that the development of tourism by region and the strengthening of tourism linkages development is an indispensable requirement. Regional tourism development is associated with geographic features, natural conditions and socio-economic characteristics of the region. Tourism development is linked to tourism resources, including natural tourism, social and cultural resources. In addition, the socio-economic conditions directly affect the infrastructure, people's intellectual level, business level, level of service... directly affect 389 development activities. travel of the locality. Tourism development in each locality, each region should have a long-term orientation, not only to meet current requirements for tourism development, but also to address the need for sustainable development in the long run. There should be clear strategies and strategies for tourism linkage development An important requirement in promoting regional tourism linkages is the policy of the state. Government policy impacts on many levels and perspectives. Central government policies, especially those related to tourism, are open to awareness and the basis for policy development in the tourism sector. Whereas local policies are the direct basis for strategies and mobilizing and linking resources in tourism development. Policies are not only tourism development policies but also involve many other socio-economic development policies. The development of regional tourism linkages is not only defined in tourism but should be placed within the framework of socio-economic development of the region. There should be pioneers for product development and collaborative development Regulators play an important role in promoting regional tourism. Cross-regional co- ordination activities require the centralized and coordinated management of an agency to mobilize and coordinate best the resources of tourism development. Regional tourism development initiatives are essential, in which the initiative of the parties in the construction and development of tourism products should be mobilized. Tourism is a highly innovative economic sector that requires constant innovation and development. Regional linkages are always in a dynamic, flexible state, always requiring innovative and creative activities. Referencces 1. 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