PROMOTING THE COMMUNITY-BASED
ECOTOURISM VALUE CHAIN IN THE MOUNTAINOUS DISTRICTS
OF QUANG TRI - THUA THIEN HUE PROVINCES
Dr. Dang Thuy Dung1
Abstract: Training and utilizing cultural tourism human resources is an essential factor in the
eco-tourism value chain in the mountainous districts of Quang Tri province, where eco-tourism
and community-based tourism are prioritized for development according to Vietnam’s tourism
strategy until 2030. During the 2013-2023 period, the mountainous districts in the western
parts of Quang Tri and Thua Thien Hue provinces have focused on promoting community-based
ecotourism; however, this progression has faced many limitations and lacks effective solutions.
This paper aims to analyze the current state of community-based ecotourism development in
the mountainous districts of Quang Tri and Thua Thien Hue, particularly focusing on the role
of training and utilizing high-quality labor within the eco-tourism value chain in the context
of international integration. Furthermore, it identifies the inadequacies and limitations of this
tourism value chain, thereby proposing solutions to ensure balanced benefits for stakeholders
and promote the sustainable development of community-based ecotourism.
Keywords: value chain, community-based ecotourism, international integration
1. INTRODUCTION
Community-based ecotourism is a sustainable development model
that not only contributes to nature conservation but also honors local
cultural values and generates economic benefits for local communities.
This model is prioritized in Vietnam’s tourism development strategy
due to its alignment with increasing market trends and its positive
impact on sustainable development and disaster response, particularly
in fragile natural areas as mountainous regions.
1
Hanoi University of Industry
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The districts of Huong Hoa, Dakrong, A Luoi, and Nam Dong in
western Quang Tri and Thua Thien Hue provinces are notable for
their diverse landscapes and rich biodiversity, including lowland
forest, Bach Ma National Park, the North Huong Hoa Nature Reserve,
Dakrong, Sao La, and the Ho Chi Minh Trail protected scenic area.
Additionally, this region features attractive ecotourism destinations
such as Chenh Venh waterfall, Mo waterfall, and Klu hot springs. It is
also home to ethnic minority communities that are characteristic of the
North Central region, including the Ta Oi (mainly the Paco and Pa Hi
groups), Bru - Van Kieu, and Co Tu communities.
Given its distinctive ecological features, community-based
ecotourism is identified as a specialized tourism product for these
mountainous districts in Quang Tri and Thua Thien Hue provinces.
This type of ecotourism incorporates general tourism characteristics,
notably the “value chain” formed by leveraging ecological resources
alongside services that meet tourist demands. The value chain
becomes more effective and creates superior value when there is
active and responsible participation from stakeholders, especially local
communities. However, to ensure that this tourism value chain achieves
high efficiency and sustainable development, training and utilizing
cultural tourism human resources in the context of international
integration is an urgent requirement. Tourism personnel need to
be equipped with the appropriate knowledge and skills to meet the
needs and expectations of international visitors while preserving and
promoting local cultural identity. Additionally, there must be a proper
understanding of the community’s role, optimized engagement, and
effective connectivity among stakeholders. Therefore, analyzing the
current state of these factors and proposing suitable solutions to meet
the needs and expectations of visitors, while ensuring balanced benefits
- especially the role of the local community - is essential.
2. METHODOLOGY
2.1. Data sources
This paper utilizes both Vietnam and international theoretical
sources related to the analysis of community-based ecotourism value
ĐÀO TẠO VÀ SỬ DỤNG NGUỒN NHÂN LỰC DU LỊCH VĂN HÓA TRONG BỐI CẢNH HỘI NHẬP QUỐC TẾ214
chains. Secondary data sources include information collected from
Huong Hoa and Dakrong districts (Quang Tri province); Nam Dong
and A Luoi districts (Thua Thien Hue province), the Department of
Tourism, and the Department of Hotels and Tourism. Data collected
from surveys and field research from January 2010 to 2023 in the study
area are also used.
2.2. Research methodology
(i) Field trip method: to collect data and verify research results, the
author conducted field trips in 2 main phases. Phase 1 (November 2017-
2021) focused on understanding the situation, gathering information
on natural and cultural tourism resources, and the current state of
tourism development (e.g., tourist numbers, accommodation facilities).
Phase 2 (January 2021-2023) updated and supplemented information
from the initial phase and verified practical results. During these
phases, the author conducted interviews with tourists and tourism
operators using Rapid Rural Appraisal (PRA) methods to understand
tourists’ perceptions and needs, and the local community’s views at
15 prominent ecotourism sites. Additionally, consultations were held
with specialized departments in each locality and with the Department
of Culture, Sports, and Tourism of Thua Thien Hue and Quang Tri
provinces to adjust research results according to the development
direction of the ecotourism value chain in the study area.
(ii) Expert consultation method: as community-based ecotourism is a
complex issue involving theories and practices from multiple scientific
and socio-economic fields, the author sought input from experts and
researchers from Vietnamese institutions (primarily through scientific
conference presentations) to gain deeper insights into the theoretical
and practical aspects.
3. RESULTS
3.1. Community-based ecotourism and the ecotourism value chain
* Community-based ecotourism
Concept: According to Reimer and Walter (2013), community-based
ecotourism is a model that integrates 3 key elements: environmental
TRAINING AND USING CULTURAL TOURISM HUMAN RESOURCES... 215
conservation, livelihood support for local communities, and cultural
preservation [4]. Khanal and Babar (2007) further define this model
as tourism managed and operated by the community, with profits
being reinvested back into the community [2]. Thus, community-based
ecotourism is characterized by being organized by the community,
relying on natural and cultural heritage, with the primary aim of
environmental protection. This model emphasizes community
ownership, equitable distribution of benefits, and enhancement of the
quality of life for the local population.
Characteristics of community-based ecotourism: Reimer and Walter
(2013) identify four principal characteristics of community-based
ecotourism: (i) the active participation of local communities in
managing and controlling ecotourism initiatives; (ii) this model
prioritizes environmental conservation while simultaneously
generating economic benefits for the community; (iii) it promotes
and preserves indigenous culture along with traditional resources;
(iv) the model supports the maintenance and enhancement of the
cultural sovereignty of local communities [4]. These characteristics
highlight how community-based ecotourism integrates ecological,
social, cultural, and economic elements to create a sustainable
development model.
Compared to ecotourism in general, community-based ecotourism
places special emphasis on the role of local communities. The community
is not only part of the tourism experience but also contributes unique
cultural elements that enrich the visitor’s experience. Local communities
often possess extensive experience in managing natural and cultural
resources, and their benefit from ecotourism can increase their
commitment to resource conservation. Additionally, the knowledge
and experience of the community regarding indigenous resources
can enhance the quality of tourism products. Active participation
by the community in ecotourism activities also tends to yield higher
effectiveness due to their understanding and commitment.
* The ecotourism value chain
Concept: The concept of the tourism value chain is an extension of
the “value chain” concept in business, first proposed by Michael E.
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Porter in 1985. According to Porter, “a value chain is a chain of activities
that a company operating in a specific industry performs.” [3] A value
chain is composed of a series of activities that create a product (goods
or services). The product is fully formed when it passes through all the
activities in the chain in a sequence, and at each stage, the product gains
some value. The goal of the value chain is to enhance the efficiency and
value of each activity, thereby producing a complete product with a
higher value than the sum of the individual activities. This concept has
been widely adopted across various fields, including tourism in general
and ecotourism in particular. Hence, it is clear that the ecotourism
value chain is inherently linked to both the tourism value chain and
the broader concept of the value chain.
The tourism value chain is a connection of multiple activities that
together create a tourism product and generate value, where the value
chain of one segment (within a company) is a component of the overall
chain. Based on the characteristics of production and tourism products,
the tourism value chain within a tourism enterprise encompasses:
the value created by tour operators through activities such as market
research, tourism promotion, program design and construction, and
program implementation; the value created by hotels, restaurants, etc.,
through the provision of accommodation, food, and other services;
the value generated at tourist attractions, recreational areas, and
visitor experiences through the activities of workers at these locations,
including local communities [1].
Model of the ecotourism value chain: depending on the specific context
and objectives in tourism development, managers can develop
suitable models to identify the elements that need improvement and
optimization, ensuring the entire system operates coherently, providing
the best experience for tourists, and maximizing economic value for the
tourism sector. The value chain model in tourism, including ecotourism,
is understood as a journey in which tourists move through a series
(chain) of closely linked services related to ecotourism activities (with
tourists playing a role analogous to that of goods in the value chain of
tangible products), as illustrated in figure 1.