TTLV: Attracting international visitors to Hoi An in the post-Covid-19 tourism recovery period

1. Student's full name: Nguyen Thi Phuong Anh 2. Gender: Female
3. Date of birth: July 17, 1996
4. Place of birth: Nam Dinh
5. Decision on recognition of students No. 2948/QD-XHNV dated December 28, 2021 President of the University of Social Sciences and Humanities, Vietnam National University, Hanoi
6. Changes in training: 6-month extension
7. Thesis topic: "Attracting international visitors to Hoi An in the post-Covid-19 tourism recovery period"
8. Major: Tourism; Code: 8810101.01
9. Scientific advisor: Associate Professor, Dr. Bui Hoai Son, Committee of Culture and Education
10. Summary of thesis results:
The acute respiratory infection caused by the new strain of coronavirus (Covid-19) has caused huge damage to the economy and especially the tourism industry. Destinations are facing difficulties in attracting visitors, especially international tourists. On March 15, 2022, Vietnam officially opened its doors to international tourists, but the number of international visitors to Hoi An is still modest. The study aims to identify factors affecting the ability of Hoi An to attract international tourists in the context of tourism recovery after the Covid-19 pandemic.
Qualitative methods through expert interviews combined with quantitative methods were used in this study. The results show that the ability to attract international tourists to Hoi An in the post-Covid-19 tourism recovery period is made up of 7 components in descending order as follows: (1) Cultural heritage; (2) Tourism environment; (3) Infrastructure and technical facilities; (4) Natural resources; (5) Tourism stimulus policies; (6) Human resources in tourism; (7) Perceived risks. Perceived risks play a moderating role in the relationship between the tourism environment and human resources in tourism on the ability to attract international tourists to Hoi An in the post-Covid-19 tourism recovery period. Female tourists have a higher level of assessment of Hoi An's ability to attract tourists in the post-Covid-19 tourism recovery period than male tourists. Tourists from Asia rated Hoi An's attractiveness the highest, followed by tourists from Europe, America and Australia.
Finally, seven solutions are proposed to enhance the ability to attract international tourists to Hoi An in the context of tourism recovery. These solutions include preserving and promoting the value of cultural heritage, improving the quality of the tourism environment, investing in developing infrastructure and technical facilities, exploiting and protecting tourism resources, and improving the quality of human resources. Policy implications are also provided to ensure that the solutions can be implemented effectively, including encouraging cooperation between the government, businesses and local communities. Good risk control and ensuring safety for tourists is a comprehensive and essential solution to enhance Hoi An's ability to attract international visitors in the post-Covid-19 tourism recovery period.
11. Practical application:
With important results and implications, this study contributes scientific and practical bases for the planning of tourism development strategies and policies of Hoi An in the post-Covid-19 recovery period. Managers, businesses and stakeholders need to coordinate closely to implement solutions in a synchronous and effective manner, focusing on improving service quality, ensuring the safety and experience of international visitors, while promoting the image of Hoi An as an attractive, safe and culturally rich destination.
12. Further research directions:
Assessing the impact of cultural heritage factors on the behavior and satisfaction of international tourists to Hoi An.
 

1. Full name: Nguyen Thi Phuong Anh 2. Sex: Female
3. Date of birth: July 17th, 1996
4. Place of birth: Nam Dinh
5. Admission decision number: No. 2948/2021/QD-XHNV; Dated December 28, 2021 by the Rector of University of Social Sciences and Humanities, Hanoi National University.
6. Changes in the training process: Extend of 6 months
7. Thesis title: Attracting international tourists to Hoi An in the period of post-Covid-19 tourism recovery.
8. Major: Tourism Code: 8810101.01
9. Scientific supervisor: Assoc. Prof. Dr. Bui Hoai Son, Culture and Education Committee.
10. Summary of the results of the thesis:
SARS - COV 2 (Covid-19) by a new strain of spread from coronavirus (nCOV) had caused serious damage to the economy and especially the tourism industry. Tourist destinations are facing difficulties in attracting visitors, especially international tourists. On March 15, 2022, Vietnam officially reopened to international tourists; however, the number of international visitors to Hoi An remains modest. This study aims to identify the factors affecting Hoi An's ability to attract international tourists in the context of post-Covid-19 tourism recovery.
The qualitative method through expert interviews combined with the quantitative method is used in this study. The results show that the ability to attract international tourists to Hoi An during the post-Covid-19 tourism recovery period is constituted by seven components in descending order: (1) Cultural heritage; (2) Tourism environment; (3) Infrastructure and technical facilities; (4) Natural resources; (5) Tourism stimulus policies; (6) Human resources in tourism; (7) Perceived risk. Perceived risk moderates the impact relationship between the tourism environment and human resources in tourism on the ability to attract international tourists to Hoi An during the post-Covid-19 tourism recovery period. Female tourists rate the attractiveness of Hoi An during the post-Covid-19 tourism recovery period higher than male tourists. Tourists from Asia have the highest rating of Hoi An's attractiveness, followed by tourists from Europe, the Americas and Australia.
Finally, seven solutions are proposed to enhance Hoi An's ability to attract international tourists in the context of tourism recovery. These solutions include preserving and promoting the value of cultural heritage, improving the quality of the tourism environment, investing in the development of infrastructure and technical facilities, exploiting and protecting tourism resources, and enhancing the quality of human resources. Policy implications are also put forward to ensure that the solutions can be effectively implemented, including encouraging cooperation between the government, businesses, and the local community. Effectively managing risks and ensuring the safety of tourists is a comprehensive and essential solution to enhance Hoi An's ability to attract international tourists during the post-Covid-19 tourism recovery period.
11. Practical applicability:
With its important findings and implications, this study provides scientific and practical foundations for planning tourism development strategies and policies for Hoi An during the post-Covid-19 recovery period. Managers, businesses, and stakeholders need to closely coordinate to implement solutions in a synchronized and effective manner, focusing on improving service quality, ensuring the safety and experience of international tourists, and promoting the image of Hoi An as an attractive, safe, and culturally rich destination.
12. Future research directions:
Assessing the impact of cultural heritage factors on the behavior and satisfaction of international tourists to Hoi An.