FOREIGN TRADE UNIVERISTY FACULTY OF ECONOMICS AND INTERNATIONAL BUSINESS -*** - GRADUATION THESIS Major: International Business Economics REGIONAL INTRA TOURISM MARKET IN ASEAN AFTER THE ESTABLISHMENT OF THE AEC: PERSPECTIVES AND POLICY IMPLICATIONS FOR VIETNAM Student full name : Trinh Thi Minh Huong Student ID : 1112150060 Class : A28 – High Quality Program Cohort : 50 Supervisor : Do Ngoc Kien, MPP Hanoi, May 2015 TABLE OF CONTENTS LIST OF ABBREVIATIONS i LIST OF FIGURES ii LIST OF TABLES .iii INTRODUCTION CHAPTER 1: THEORETICAL BACKGROUND ABOUT REGIONAL INTRA TOURISM .5 1.1 Basic concepts related to regional tourism market 1.1.1 Definitions of tourism .5 1.1.2 Definitions of regional tourism 1.1.3 Definition of regional tourism market 1.1.4 Definitions and classifications of tourists 1.2 Demand tourism in theoretical aspects 1.2.1 Demand tourism in Maslow theory 1.2.2 Gravity framework 10 1.3 Determinants to build up regional intra tourism market 11 1.3.1 Demand of regional tourism market .11 1.3.2 Supply of regional tourism market 12 1.4 Factors affecting to regional tourism market 12 1.4.1 Factors affecting to supply of regional tourism market 12 1.4.2 Factors affecting to demand of regional tourism market 17 1.5 The impacts of regional economic integration on the intra – regional tourism 18 1.5.1 Levels of regional economic integration 18 1.5.2 Influences of regional economic integration on the intra – regional tourism 21 1.6 Experiences of developing regional intra tourism market .24 CHAPTER 2: STATUS QUO AND PERSPECTIVES OF ASEAN’S INTRA – REGIONAL TOURISM MARKET IN THE CONTEXT OF THE AEC ESTABLISHMENT 27 2.1 Overview about the AEC .27 2.1.1 Background about the AEC 27 2.1.2 Characteristics and goals of the AEC 27 2.2 Reasons considering regional tourism as a priority compared with other kinds of tourism 30 2.2.1 Growth of GDP and economic similarity of AMS 30 2.2.2 Cultures of nations in ASEAN .33 2.3 Situation of regional tourism market in ASEAN before the AEC establishment 33 2.3.1 The size of regional intra tourism in ASEAN 33 2.3.2 Situation of intra – ASEAN tourist arrivals in each AMS .39 2.4 Prospects of ASEAN regional tourism after establishing the AEC 43 2.4.1 Strengths and weaknesses to develop regional intra tourism in ASEAN 43 2.4.2 AEC Opportunities for regional intra tourism in ASEAN after forming the 45 2.4.3 Challenges for intra – ASEAN tourism after the AEC establishment .49 CHAPTER 3: POLICY IMPLICATIONS FOR VIET NAM IN THE CONTEXT OF ESTABLISHING THE AEC 52 3.1 Situation of intra – ASEAN tourist arrivals to Vietnam 52 3.2 Orientation of developing Vietnamese tourism in the context of forming the AEC 54 3.2.1 Orientation for developing tourism markets 54 3.2.2 Orientation to develop tourism products 57 3.2.3 Orientation towards supply source of tourism service 58 3.3 Recommendations for developing Vietnamese regional tourism market while establishing the AEC .60 3.3.1 Recommendations for legal framework 60 3.3.2 Recommendations for infrastructure 62 3.3.3 Recommendations for human resource in tourism sector .68 CONCLUSION 73 REFERENCES 75 APPENDICES 83 LIST OF ABBREVIATIONS No 10 11 12 13 14 15 Abbreviations AEC AMS ASEAN ATSP CLMV CM CU EUR FTA GDP ICT LDCs MICE MRA OECD 16 17 18 19 20 21 22 23 24 R&D SMEs TOTAL UNWTO USD VND WEF WTO WTTC Full name ASEAN Economic Community ASEAN Member States Association of South East Asia Nations ASEAN Tourism Strategic Plan Cambodia, Lao PDR, Myanmar, and Viet Nam Common Market Common Union Euro Free Trade Area Gross Domestic Product Information and Communication Technology Least Developed Countries Meeting, Incentive, Convention, Exhibition Mutual Recognition Arrangement The Organization for Economic Co-operation and development Research and Development Small and Medium Enterprises Tourism Talent Plan United Nations World Tourism Organization United States Dollars Viet Nam Dong World Economic Forum World Tourism Organization World Travel & Tourism Council LIST OF FIGURES Figure 1.1: Figure 1.2: Figure 1.3: PAGE Maslow’s hierarchy of people needs Gravity model in international tourism flows 11 Creation effect of regional economic integration on regional 22 Figure 1.4: tourism Average expenditure per inbound trip by residents from 25 Figure 2.1: Figure 2.2: Figure 2.3: Figure 2.4: Figure 2.5: other EU-28(*), 2012 Strategic directions and actions of ASEANs Share in global GDP of from 2008 to 2012 ASEAN Percentage of intra - ASEAN trade - in services in 2013 Structure of ASEAN tourist arrivals from 2009 to 2013 Share of intra – ASEAN tourist arrivals by host country in 29 32 34 35 41 Figure 2.6: Figure 2.7: 2013 Proportion of visa required to visit ASEAN countries in 2013 Proportion of tourists based on means of transportation in 43 45 Figure 2.8: Figure 2.9: 2012 Employment by sector of some AMS Airport numbers in ASEAN countries between 2008 and 46 48 Figure2.10: 2012 Growth rate of Domestic air passenger traffic per thousand 50 Figure 3.1: Figure 3.2: persons Hotel performance of big cities of ASEAN countries Internet users per 100 people in Vietnam from 2008 to 2013 64 68 LIST OF TABLES Table 1.1: Table 1.2: Table 2.1: Table 2.2: Table 2.3: Table 2.4: ICT needs to tourism Levels of regional economic integration and its characteristics GDP and GDP forecast of AMS from 2010 to 2016 Proportion of ASEAN tourist arrivals from 2008 to 2013 Performance of AMS regulatory framework Intra – ASEAN visitor arrivals by country of destinations from PAGE 16 20 31 37 38 40 Table 2.5: Table 3.1: Table 3.2: 2009 to 2013 Ranking of doing and starting business in ASEAN countries Performance of AMS in TTCI 2011 Intra – ASEAN tourism arrivals to Vietnam in the first three 50 52 53 Table 3.3: Table 3.4: months of 2015 Level of priority to develop regional tourism market in Vietnam Forecast for the criteria to develop Vietnam tourism in the 55 56 Table 3.5: period 2015 and 2020 Investment capital for tourism sector in Vietnam between 2011 59 and 2020 Table 3.6: Table 3.7: Top 10 biggest hotel corporation in the world in 2014 Performance of Human Resource of some AMS in 2012 65 69 INTRODUCTION Rationale Tourism industry has expanded and diversified quickly This kind of service stands among one of the most rapidly developing industries all over the world and greatly contributes to the whole economy GDP According to World Travel & Tourism Council (WTTC) (2014), total contribution of travel and tourism to GDP was more than 7000 billion USD in the year of 2013 (around 9.8% of the whole economy GDP) More importantly, international tourism makes up for 29% of the world’s exports of services and also 6% of overall exports of goods and services Furthermore, the tourism sector can be considered as key driver of growth and leading role in solving employment WTTC (2014) has also pointed out that travel and tourism had created 100,894,000 jobs in 2013 which accounted for 3.4% of total employment This includes employers working in hotels, travel agents, airlines and so on It is estimated that tourism will generate more than 126 million jobs – a rise of 2% per annum over the next ten years These all above data demonstrate the essentiality of the tourism industry in the economy ASEAN tourism market is one of the most dynamic markets all over the world and has greatly contributed to the economical growth in this region Most of the countries in ASEAN have paid attention to develop tourism and some of them are becoming the most favorite tourist attractions such as Thailand, Singapore and so on In the year of 2013, the total number of visitors travelling to ASEAN was more than 98 million – a rise of more than 9.8% compared with 2012 (ASEAN, 2015a) Specifically, intra – ASEAN tourism (tourists from ASEAN countries visiting other ASEAN countries) account for 43% of all international tourists arrivals in ASEAN (World Economic Forum (WEF), 2012) From this figure, we can see that regional intra tourism in ASEAN makes up for nearly half of the total proportion of ASEAN tourists’ arrivals In the context of regionalization, ASEAN has decided to build up the ASEAN Economic Community (AEC) in the end of the year 2015 The final purpose of AEC is to increase the competitive ability of ASEAN, fully improve the 69 Figure 3.2: Internet users per 100 people in Vietnam from 2008 to 2013 Unit: People 45 40 35 30 25 20 15 10 2008 2009 2010 2011 2012 2013 Source: The World Bank So it is urgent to apply technology as well as ecommerce to broadly advertise tourism product Specially, when the AEC establishes, the tourism businesses must update the latest information so that they can timely build up appropriate strategy In order to that, projects that deploy application of ICT to all tourism business are highly mentioned Furthermore, with the broad use of the Internet, tourism agencies can open online booking tickets as well as online payment method such as PayPal This will be a full preparation for tourists before coming to new countries They can enjoy more convenient for their trips when travelling to our country In order to that effectively, tourism agency must firstly create truth for tourist by supporting them tourism products, providing necessary information 3.3.3 Recommendations for human resource in tourism sector When establishing the AEC, barriers in labor market among AMS will not remain No doubt, human resource from other AMS will have freedom to enter in Vietnam, which creates strict competition with Vietnam human resource Tourism stands among eight aspects that have right to freely find a job in AMS after the AEC 70 forms Moreover, AMS has singed Mutual Recognition Arrangement (MRA) which allows ASEAN nations to permit skills and certificates trained for labors in AMS The application of MRA to Vietnam human resource will have positive effects because Vietnam can cut cost to build up general standards for labor source of tourism services On the other hand, these general standards will cause challenges as human resource of tourism in Vietnam has not met such standards For that reason, some of the following suggestions for human resource in tourism sector, from my point of view, can improve labor source of tourism in Vietnam Before entering to giving recommendations for human resource, let have a quick look at the table 3.7 Human resource of Vietnam only ranked at 72 nd in the TCCI while that of Singapore recorded a very high level (2 nd) The reason may lie in the fact that Singapore adopted Tourism Talent Plan (TOTAL) which prepares workforce for the key sector such as tourism Moreover, the TOTAL plan aims to enhance the professionalism and improve the image of the tourism industry (Julianasoh, 2008) These actions to some extent will greatly contribute to the commitment of employees to tourism sector as well as increase their tourism knowledge that can serve tourist demand Table 3.7: Performance of Human Resource of some AMS in 2012 ASEAN nations Singapore Malaysia Thailand Brunei Indonesia Vietnam Philippines Cambodia Ranked (*) Score (**) 6.1 37 5.2 74 4.8 47 5.1 51 5.0 72 4.9 86 4.7 109 4.3 Source: World Economic Forum (2012) *Rank out of 139 economies **Highest score:7 Followed closely by Singapore, Malaysia recorded the 37 th in the performance of human resource In this country, the tourism education of some AMS is highly paid attention at tertiary level This refers to institutions that educate professional personnel at the degree level (Lee, 2004) or higher education Tertiary 71 level provides for learners diploma and vocational certificate in tourism area No doubt, some of ASEAN countries educate tourism sector because they expect current as well as future employees to be provided with skills and knowledge to satisfy tourists In Malaysia, there were 15 public universities, 32 private institutions, 34 Rajabhat universities, and Rajamangala Universities of Technology offering tourism education Malaysia Government has invested in education tourism as a response to both social and economic demands (Walsh, 2011) Tourism institution just required learners to study in three years, which greatly improve the storage of skilled manpower From the table, we can see that human resource of each AMS is not equivalent to each other Among AMS, Vietnam came to the fourth over nations considered, which shows an average record of human resource From the experience of two countries recording a very high rank, I recommend some following points for human resource in tourism sector in Vietnam 3.3.3.1 Training knowledge and skills for human resource in tourism sector In the context of forming the AEC, training high quality labor is extremely necessary in order to catch up with the human resource of other AMS Labor of tourism sector includes labor in restaurants, hotels, tour agencies, governmental tourism office, and lecturers in tourism universities and so on The very important thing that high quality labor must possess is language capability, especially English While the AEC establishes, free flows of intra – ASEAN tourists will require labor at least to know how to communicate in English If not, it can be a huge negative point for tourists to come back the second time Moreover, more tourism universities should be opened to educate high quality human resource especially managers in restaurants, hotels It is also important to increase practical capability for students in universities by giving them the chance to work or intern in tour agencies or hotels so that they can combine theoretical knowledge with practical ones Finally, training high quality human resource in spotted destinations is highly essential These places are well – attracted to tourists so educating golden source of labor can give tourists positive aspect of Vietnam tourism 72 3.3.3.2 Investing for tourism training office Government should invest in every aspect for tourism universities by providing them good infrastructure, creating good condition for lecturers in tourism universities It is a need to encourage the cooperation between universities and tourism businesses by supporting tourism firms Furthermore, government should create more convenience of financial income as well as other budget income to motivate tourism training office building up their own facilities Moreover, projects or courses training tourism skills for labors should highly paid attention Government can have incentives to encourage the majority of labor to participate in these courses which brings great benefits for not only individuals in tourism sector but also Vietnam tourism images Finally, it is essential to invest for attracting talents both inside and outside Vietnam coming to tourism universities to train for students When inviting talents to tourism universities, it is better to pay appropriate amount of national budget income for focusing to train labor in attitudes to tourist, language capabilities and so on At least investing on these aspects can improve labor quality which greatly contributes to the tourism sector in Vietnam 3.3.3.3 Perform standardization human resource in tourism sector When the AEC establishes, a list of standard for human resource must be met based on the MRA among AMS For that reason, it is very urgent for Vietnam to perform standardization of human resource in tourism sector as soon as possible Firstly, we should enhance the scope of councils providing tourism certificates to individuals Moreover, it is essential to require labor in human resource to possess practicing certificates while working in tourism sector Moreover, we also have to gradually integrate with tourism occupational standard in ASEAN It is important to boost the performance of tourism standardization in ASEAN, the MRA among AMS in order to reach the general standard of the AEC This can help to increase the dynamic of labor market without barriers in the AEC More importantly, in order to follow the standardization of human resource in tourism sector, we can adjust the education system in tourism as long as it is in 73 accordance with the standard that AEC has given Government can cooperate with Education Ministry to adjust education system for those learning tourism skills They furthermore can refer to learning experience of foreign nations to build a suitable module as well as curriculum for tourism sector 74 CONCLUSION The ASEAN has reached commitments to regional economic integration with golden opportunities as well as challenges for AMS When the AEC establishes, lots of changes for every economic entities will happen and tourism sector is not an exception Tourism industry plays a key role in the economic progress of any nations as well as regions all over the world More importantly, intra – ASEAN tourism has developed during the recent years, however, it cannot exceed the number of tourists arrivals from non – ASEAN nations In general, the attractive indicators to tourism sector in ASEAN have not recorded a high rank On the other hand, we cannot deny that none of nations as well as regions are totally attractive to tourists Each of AMS brings their own beauty as well as comparative advantages that can attract or even push the tourist arrivals to their own country With the forming of the AEC, travelling among AMS seems to be easier because tourists are fee to take trip inside ASEAN nations without holding visa All the data in my thesis has showed that intra – ASEAN tourists during recent year has increased compared with the prior period The freedom of travelling after the forming AEC will be a positive sign for the development of tourism The thesis has researched the situation of intra – ASEAN tourist arrivals during the past period as well as pointed out the share of intra – ASEAN visitors to each AMS In the context of regionalization, the AEC will give more opportunities however; it also puts many challenges on regional intra tourism of AMS This study, to some extent, has revealed these chances as well as threats which regional intra tourism market in ASEAN must face to After studying the intra – tourism market in ASEAN, the situation of intra – ASEAN tourists to Vietnam has conducted By showing the status quo of Vietnam tourism in terms of attractive indicators as well as tourism infrastructure, the thesis has given out some policies for attracting intra – ASEAN tourists to Vietnam based on the orientation of developing Vietnam tourism of Vietnam National Administration Tourism These policies focus on upgrading tourism infrastructure, reducing legal documents and training human resource By 75 that way, the tourism infrastructure can meet the increasing demand of tourists to Vietnam; Vietnamese labors can meet the requirements which have agreed by AMS in the context of the AEC establishing However, the thesis has not predicted the exact number of intra – ASEAN tourists who will join in intra – ASEAN tourism market Because of the limited data of intra – ASEAN tourist arrivals to Vietnam during the previous year, author cannot conduct econometric model which is considered to be a prestigious tool for projecting the perspectives of the intra – ASEAN tourism market after forming the AEC In addition, it is essential to take a long time for researching the regional intra tourism market in ASEAN when the AEC is established Despite some limitations, this thesis has managed to emphasize the importance of AEC to regional intra tourism market in ASEAN More importantly, if more policy implications were suggested for Vietnam tourism in the context of forming AEC, we can strongly believe that Vietnam tourism not only attracts intra – ASEAN tourists but also catches up with tourism standards of ASEAN while establishing the AEC 76 REFERENCES A Vietnamese published references Tu Thuy Anh and Dao Nguyen Thang, 2008 Các nhân tố ảnh hưởng tới mức độ tập trung thương mại Việt Nam với ASEAN 3+ [pdf] Hanoi: Center for Economic and Policy Research Available 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ASEAN From the point of establishing AEC, there would be changes in regional tourism market in ASEAN and in Vietnam in particular For all the reasons above, my topic ? ?Regional intra tourism market