UTILISING HUMAN RESOURCES AND CONDUCTING EFFECTIVE
TRAINING FOR CULTURAL TOURISM DESTINATIONS - CASE STUDIES
OF DA NANG CITY, NHA TRANG CITY IN VIET NAM, AND JAPAN
MSc. Truong Phan Hoang Anh1, MSc. Tran Vo Hieu Thuan2
Abstract: Cultural tourism, deeply embedded in heritage preservation, serves as the driving
force behind many national tourism industries. By providing authentic cultural experiences, it
attracts millions of visitors annually and contributes substantially to local economic growth.
Skilled and knowledgeable tourism labours are crucial in the tourism sector, considering a key
role in facilitating cultural engagements for visitors while preserving regional customs. However,
many cultural destinations in Vietnam are struggling with a shortage of skilled labor regarding
tourism practices and cultural knowledge. The absence of sufficient tourism training facilities at
destinations further exacerbates this issue, limiting the development of culturally-competent
local workforce for the regional cultural tourism industry. To address the existing issues, this
research will studies the successful model of human resources training and utilization at cultural
tourism destinations. The case study from Japan and the two cities of Vietnam: Da Nang and Nha
Trang, will be analyzed using thematic analysis to identify effective human resource development
strategies for Vietnam’s cultural tourism destinations. Ultimately, aiming to foster a sustainable
workforce and enhance the overall cultural tourism sector.
Keywords: human resources development, cultural tourism, sustainable tourism, Vietnam,
case study
1. INTRODUCTION
Cultural tourism is a high-potential tourism segmentation,
considering its role as a major channel for cultural consumption in
1
Universtiy of Economics and Finance.
2
The Royal Melbourne Institute of Technology University in Vietnam.
ĐÀO TẠO VÀ SỬ DỤNG NGUỒN NHÂN LỰC DU LỊCH VĂN HÓA TRONG BỐI CẢNH HỘI NHẬP QUỐC TẾ472
general (Richards, 2013). The tourism segment focuses on preserving
and promoting cultural heritages, which is recognised as a thriving
tourism trend. According to UNWTO, cultural tourism is estimated
to account for 40% of tourists travelling worldwide (Zadel & Bogdan,
2013). Vietnam’s cultural tourism has great potential for development.
It is one of 12 national cultural industries, intending to account for 15-
20% of the total 40,000 million USD in revenue from tourists by 2030
(Vietnam Prime Minister, 2016). Despite having significant strength
in cultural heritages, Vietnam still faces difficulties in effectively
incorporating these resources into the development of cultural tourism
(Ngo, 2023). One of the most raising concerns is the shortage of skilled
cultural tourism labourers at destinations, caused by the inability to
provide “on-the-destination” training due to a lack of training-based
or vocational establishments. This paper aims to propose solutions
to address these concerns by gaining insight from the successful
models of Da Nang City (Vietnam) and Nha Trang City (Vietnam) and
the outstanding management of cultural tourism with diverse rich
heritages and ancient towns in Japan.
2. LITERATURE REVIEW
2.1. Development of cultural tourism
Cultural tourism is a specialised niche of Special Interest Tourism
(SIT), where people travel to gain an immersive experience of the local
customs and traditions (Zhou et al., 2022). This cultural engagement
satisfies travellers seeking authentic local experiences, and contributing
to the rapid growth of cultural tourism, with an estimation of 500
million annual tourists worldwide (Richards, 2020). In the national
strategy for developing Vietnamese cultural industries until 2020 is
expected to account for 15 - 20% of the total tourism estimated revenue
of 40,000 million USD by 2030 (Vietnam Prime Minister, 2016).
The Central region of Vietnam has been serving as a strategic
crossroad for merchandise and cultural exchange between North and
South (Lam, 2008). The region used to be the settlement ground of the
Nguyen feudal dynasty and where diverse cultures such as the Cham
TRAINING AND USING CULTURAL TOURISM HUMAN RESOURCES... 473
culture and the Central Highlands culture have coexisted, earning it
a wealth of cultural heritage over other regions of Vietnam (Nguyen,
2017). These competitive advantages have positioned the Central
region as pivotal for cultural tourism development (Nguyen, 2014).
2.2. Human workforce in cultural tourism
The tourism industry worldwide is currently accounting for over
300 million jobs and is projected to be a colossal job creating force in
the next decade (World Travel & Tourism Council, 2024). Vietnam’s
tourism development strategy until 2030 has targeted to create about
5.5-6 million jobs by 2025, and 8.5 million jobs by 2030 (Vietnam
Prime Minister, 2020). However, according to the Vietnam National
Administration of Tourism statistics, only 43% of the workforce has
received formal training in accommodation and travel professions,
while 38% have transitioned from other industries and 20% lack
formal training (Nguyen & Le, 2020). The shortage of skilled labourers
in the tourism sector is attributed to a lack of adequately trained staff
from tourism training institutions, which only produce about 20,000
graduates (Nguyen et al., 2022). By conducting case studies from two
Vietnamese cities Da Nang and Nha Trang, and Japan, the study aims
to identify effective strategies for cultivating a competent workforce for
Vietnamese cultural destinations.
2.3. Cultural tourism in Da Nang
Da Nang City is renowned for its diverse national heritages, festivals,
and cultural heritages and is recognized as a prominent destination
for cultural tourism in Vietnam. These unique cultural elements
such as the Cau Ngu Festival, Quan The Am Festival, and Muc Dong
Festival, attract tourists seeking authentic cultural experiences (Huynh,
2023). Community tourism development in Tho Quang - Man Thai,
Nam O, the K20 Revolutionary Base, and Hoa Vang district is being
implemented to diversify tourism products and promote sustainable
development (Ni, 2021).
ĐÀO TẠO VÀ SỬ DỤNG NGUỒN NHÂN LỰC DU LỊCH VĂN HÓA TRONG BỐI CẢNH HỘI NHẬP QUỐC TẾ474
2.4. Cultural tourism workforces in Da Nang.
Da Nang has over 4,000 tourism graduates from universities and
training facilities, relatively adaptable to the demand of 5,000 new
recruits every year (Phuong, 2019). Due to Da Nang’s investments in
vocational training, the tourism workforce’s competency has overall
become adaptable to the market’s demands (Tran, 2017). This also
highlights the supporting and training initiatives for locals of the ethnic
minorities and traditional villages that are participating in tourism,
positioning community engagement as an important force for cultural
tourism development (People’s Committee Da Nang City, 2020). These
initiatives demonstrate the commitment to harnessing local knowledge,
fostering a culturally proficient tourism workforce.
2.5. Cultural tourism in Nha Trang
Nha Trang’s cultural diversity is derived from a unique natural
and historical environment where the Kinh people and Cham people
have coexisted (Tien, 2024). Traditional craftsmanship such as pottery,
sedge mat weaving, bird nest farming, and fishing have been the main
occupations in many communities for generations (Tran, 2019). Those
communities have participated in tourism activities, which have created
jobs and income for locals. However, the traditional craft villages are
assessed to lack effective solutions and policies to leverage community
tourism development (Tran, 2019).
2.6. Cultural tourism workforces in Nha Trang
According to Khanh Hoa Provincial Party Committee (2018), the
province provides only 5,000 tourism graduates, which can only adapt
to half of the province’s demand for 10,600 tourism labourers every
year (Xuan, 2018). The quality of the cultural tourism workforce has not
yet received sufficient attention from local tourism authorities (Xuan,
2022). This has led to cultural tourism in Nha Trang being unable to
achieve its potential. The existing training and support for locals are in
TRAINING AND USING CULTURAL TOURISM HUMAN RESOURCES... 475
the initial stages, evidenced by the scarcity of official statistics from the
Tourism Department.
2.7. Cultural tourism in Japan
Japan boasts a rich tapestry of cultural heritage, shaped by centuries
of tradition and innovation. Its traditional crafts and industries are
central to Japan’s cultural landscape, such as pottery, silk weaving,
and sword making. This passed-down craftsmanship has deep roots
in local communities and offers authentic experiences for visitors
(Rausch, 2009).
Japan’s festivals, a vibrant expression of its culture, are another
significant tourism draw. Events like the Gion Festival in Kyoto and the
Kanamara Festival in Kanagawa attract both domestic and international
visitors. However, rural areas are experiencing a population decline of
6 million from 2020 levels (Nomura Research Institute, 2023), leading
to a significant shortage of people to preserve and maintain their
ancient traditions and cultures, threatening their long-term existence.
By focusing on cultural preservation and tourism development, the Act
aims to create a sustainable economic model for these regions such as
showcasing local crafts, promoting traditional festivals, and investing
in cultural infrastructure are crucial steps towards preserving Japan’s
rich heritage while boosting tourism (Nozomi, 2023).
2.8. Cultural tourism workforces in Japan
Japan is known for its hard-working culture and takes pride in its
nationalism. Therefore, human resources are the key force behind
the country’s success in tourism and cultural preservation. Japan
National Tourism Organization (JNTO) has initiated various training
frameworks and programs for tourism professionals, encompassing
language proficiency, cultural sensitivity, and deep knowledge of
historical and traditional practices (Site, n.d; JNTO, n.d.) Recently,
in 2020, JNTO has also collaborated with the Global Sustainable
Tourism Council (GSTC), offering professional training sessions about