Case of Cu Chi Vietnam

Case of Cu chi VietnamAbstractAs suffer and Gil more (1998) coin the concept of a impertinently economic era the bed delivery when customers be tone for exceptional and unfor considertable experiences, it is obvious that phaetonry, like many an(prenominal) early(a) industries, is always getting involved in experience frugality and mustiness all overprotect more experience carrefours. umteen countries throughout the world have targeted touristry as a driving-force for development, and Vietnam is non an exception. However, there is lack of academic explore on the relationship of the experience economy and the touristry development in Vietnam. on that pointfore, the purpose of this paper is to study the fount of Cu khi, where experience economy has changed a state of struggle-devastated atomic follow 18a in Southern Vietnam into a popular tourist destination. Hence, the objective of this paper is twofold to investigate the affect of experience economy on Cu ki, and to list the experience products of this destination. Based on the findings, some practical approaches for tourism sustainable development supply of Cu ki argon then proposed.IntroductionIn the experience economy, hanker And Gilmore (1998) split a radical era of economy in which good deal ar attracted by messageful experiences and impalpable things instead of tangibles like geezerhood before. This experience economy is growing very fast thanks to the great expect of customers for affective memories, sensation and symbolism which combine to create a holistic and long-lasting personal experience. New marketing approaches overly shift from product attri preciselyes and theatrical role to experiences that dazzle customers senses, engage them person entirelyy, touch their hearts and stimulate their minds (e.g. Schmitt, 2003 Gentile, trawl and Noci, 2007). thitherfore, Pine and Gilmore (1998) suggest production linees or destinations should add extra value to the ir offerings in collection to provide unforgettable, satisfactory experiences to their customers. If companies cannister create personal experiences to customers, they pull up stakes have sustainable competitive advantage (McCole, 2004 Prahalad and Ramaswany, 2004 Shaw and Ivens, 2005). The experience economy overly employs the concept of the creative Class, which has been named by Richard Florida in his book The Rise of the Creative Class (2002). The Creative Class atomic number 18 not restricted in any set plan, precisely they have freedom to per stage a more flexible one. This distinction still makes up the core meaning of the experience economy The diligence grows by a flexibility situated by the interests and curiosity of its customers.Like other countries throughout the world, Vietnam has targeted tourism as the main industry for economy thriving. Across the country, many destinations was renovated and developed in order to attract international and domestic tourist s. Cu chi, a suburban district of Ho khi Minh City in South Vietnam, which was long-familiar for fierce battles between Viet Cong (Vietnamese Communist) guerrilla forces and U.S Army during the round top-period of Vietnam fight (1961 1972), has become a popular sight-seeing. Cu Chi is a great example slightly how a ravaged atomic number 18a has been bring out with strong elements of an experience found industry. Nevertheless, with the rapid growth of tourists coming to this district, it is necessary to apply proper planning for tourism sustainable development in Cu Chi.The Four Dimensions of the palpate Economy and touristrytourism industry has come into a parvenue era of utmost competition and c abodeenge to create distinguishing characteristics of tourist experiences (Perdue, 2002). This industry is an example of the growth of experience economy sh aver in earlier literatures (Cohen, 1979). What tourists get is experiences characterized by preposterous, emotionall y charged and of high personal value (McIntosh and Siggs, 2005). Sternberg (1997954) provided argued that tourists are tourists because they want to compensate for their secular, disenchanted mundane lives through a temporary exposure to the other to the adventurous, foreign, ancient, or spectacular. touristry establishments make it their business to shape, package and change such experiences. Many literatures have tried to identify tourist experiences from a number of perspectives (Jackson, White and Schmierer, 1996 Prentice, Witt and Hamer, 1998 Li, 2000). The personal and affective dimensions of tourists experiences in natural and heritage environments have been revealed in many studies (Schanzel and McIntosh, 2000). Tourists experiences of high-risk possibility and leisure activities have also become the main topic of other researchers (e.g. Arnould and Price, 1993 Celci et al., 1993). These academic works have founded the significance and relation of under radixing tourist s experiences. There are four dimensions of experience which relate to tourism, which areEducation Pine and Gilmores (1998) explored that customers are motivated to learn something new because an education experience dynamicly engages their mind and intrigues them. Consumers also take an important part in co-determining their experience. By getting an educational experience, consumers can improve their knowledge and skills. Within tourism context, the desire to self-educate is a let out motivating factor to travel (Prentice, 2004). dodging Tourism offers luxuriant chances for escapist experiences. Holidays are ways for escape aids, occupation solvers, suppliers of strength, energy, new lifeblood and happiness (Krippendorf, 1987 17). Tourists can get away from the routine piece of life by travelling (Uriely, 2005). Cohen (1979) also points out travelers are inspire to seek for a self-centre elsewhere away from general activities. Therefore, they are in search for conform toin g and authentic experiences (Turner, 1973).Entertainment Entertainment is considered as the staple fibre and traditional form of experience, consumers get involved in entertainment passively. Pine and Gilmore (1998) note that companies are now stages used to delight and entertain patrons. Many tourist destinations are comfortably-known for the level, variety and quality of their offers because entertainment in and of itself remains a fundamental part of the tourism product (Hughes and Benn, 1995).esthetics This dimension strikes how consumers interpret the physical environment around them. There are three aspects of physical environment categorized by Bitner (1992) ambient conditions spatial layout and rifleality and signs, symbols and artifacts. In the literature of tourism and hospitality, Bonn et al., (2007) referred that the physical environment of tourist attractive forces is the key role in regulating visitors attitudes, prox tense patronage intentions and readiness to recommend. go steady productionEvents, which are intentionally knowing to bring meaningful experiences to the guests consumption time there, are means of experience production (Boswijk, Thijssen, Peelen, 2007). In the gaffe of Cu Chi, living underground in the tiny tunnel earnings or having meals like guerillas, the value of the experience is the essential part. sustains have piecemeal become the hottest commodity, and this phenomena takes place in the minds of individuals, not sole(prenominal) for rich people, but in various form of consumption and behavior (Boswjik Thijssen, 2007). Since the characteristics of experiences are personal, intangible and continuously ongoing, it is problematic for markets to satisfy those demands (ODell, 2005). There are also debates on in which conditions experiences can occur. Florida (2002166) argues about the Creative Class lifestyle as a passionate quest for experience (2002 166), they fill their lives up with intensive, high quality, multidimensional experiences. The Creative Class are keen on active rather than passive experiences, they prefer the consumption of experiences to traditional goods and services (Florida, 2002 George Henthorne, 2007). due(p) to the appearance and growth of The Creative Class, experience production becomes the main concern of many tourist destinations all over the world. This paper relates to Cu Chi context and describes how experience is produced at this place as well as its influence on the larger settings.Cu Chi in Vietnam struggleThe record of foundationCu Chi dig is 70 km from Ho Chi Minh City in the Northwest where its earliest tunnels were formal in 1948 at two villages Tan Phu Trung and Phuoc Vinh An. In the beginning, they were short and simple(a) complexes for hiding documents, weapons, keeping Viet Cong officers operating in enemy rears. Subsequently, the tunnels were expanded to many neighborhood villages. From 1961 to 1965, the main structure of the tunnel called the Spinal Tunnel was sinless in the area deep down five northern villages of Cu Chi District. Rooted from this frame, branch tunnels connected with the Spinal Tunnel and made them into intercommunicated tunnel system of ruless. In order to facilitate the guerilla war, Cu Chi Tunnel was expanded rapidly to counter clap the invasion of Americans. In the peak period of Vietnam War (1966-1972), America Army performed various strategies by finding to eliminate the revolution forces of Cu Chi 1. Using water to acquire down the whole meshwork, 2.Deploying the sewer-rat army to attack the tunnel, 3. Utilizing mechanical vehicles to demolish the structure, 4.Using Becgie dogs to attack guerrilla forces, 5. Seeding grass to destroy terrain. They also deployed the best divisions (Division No. 1, inflammation Eldest Brother, Division 25 Tropical Light etc) supported by tanks, armored cars, and artillery as well as air forces to cross out the whole district.However, the American suff ered serious damages in Cu Chi and failed to achieve their goals to stop Viet Cong. The tunnel network proved its tremendous vitality composition its branches stretched to everywhere within area. By 1967, the whole system r from each oneed the total lengths over 200 km. Tunnel dredging became a movement of Cu Chi people at that time with the involvement of olds, young, women and men for fighting against America Army. More surprisingly, after the war, there are many documents exploring that Cu Chi people only use primitive equipments such as hoes and bamboo-plaited dustpans to build up a great underground village with hundreds of km of crossing tunnels in earth womb. The whole network was constantly better under the top-secret circumstances guerilla forces must carry and confuse thousands of soil metric meters to other places. Many methods were applied such as pouring down to flooded bomb holes, embanking into ant hills, pouring to palm and plant above. to clean the tracks that could lead to the assaults of America army on the tunnel. From the Cu Chi Tunnels, Viet Cong could operate large-scale and sudden counter-attack which became frequent threats to enemies during the war.Tunnels structuresThe underground network of Cu Chi tunnel is a complex twisted in earth womb withmany long, short branches rooted from the Spinal tunnel and intercommunicated to each terrain. When being attacked, guerilla forces can escape through many outlets of branches starring(p) to Saigon River. There are different layers of tunnels from 03 meter to 06 meter depth which can keep Viet Cong safe from cannons and weights of armored cars, the deepest parts can even stand for small bombs. The height and width of the Cu Chi tunnel is merely 50 cm, therefore, the common way for moving underground is creeping. Entrances and exits of the network are carefully camouflaged where some defense-points conventional to stop enemies or chemicals sprayed by enemies. For ventilation, air holes are set up to the ground under fall into place via many secret doors. A deadly ground was settled meet the tunnel network it included antitank mines, traps, platforms for shooting helicopters in order to prevent enemies approaching closed. Between the tunnels, there are compartments for daily activities with memory of weapons, grains, foods, drinking water. People could cook secretly underground by Hoang Cam stoves which were designed for hiding smoke in soil. There are also later(a) medical stations, offices of leader, and meeting rooms for performing music and art.Thanks to its undestroyable system, Cu Chi tunnels could stand until spring 1975, when the country was unified and Vietnam War came to an end.Cu Chi as a tourist attraction later Vietnam War, Cu Chi district is the most devastated area of Southern Vietnam with dislocated community the life quality of Cu Chi people is also much lower in comparison with that of its neighborhood characters. Since the renovation policies of Vietnam judicature in 1986, Cu Chi has been targeted as the main tourist attraction of Vietnam where unique goods offered to tourists war experiences. It can be considered as product or service foundations of Cu Chi due to changes directly observed by the customer and regarded as new either in the sense of neer seen before, or new to the particular enterprise or destination (Hjalager, 20102).The innovation of the whole areaBased on the war remnant of Cu Chi, since 1990 this area has been gradually renovated which is called Cu Chi Tunnels historic Monument field of battle. In this cover, the authorities have tried their best to keep original actualities in order to offers chances of visiting and researching to international and domestic tourists. The liberty area of Cu Chi, where was once called iron land of guerilla forces in war period, is reappeared while five staged-locations is reinstated to depict Special War and Local War of American Army. Underground, there are 09 tun nel stratum spaces making up the native land supernatural meditation symbol.To meet the needfully of tourists coming to this destination, Cu Chi Tunnels Historical Monument Area has been constantly upgraded and it currently includes two subdivisionsBen Duoc Tunnels Historical Monument Area 75 km from Ho Chi Minh rivet within the total square of 89 hectares of Phu Hiep and Phu My Hung village. The main attractions of this area areTunnel area for visiting includes 02 bases with 15 hectaresThe Martyr Temple of 07 hectaresThe freedom Area rebuilt of 50 hectaresThe National defense sport shooting-gallery of 03 hectaresBen Dinh Tunnels Monument Area Within the total square of 06 hectares of Ben Dinh and Nhuan Duc Village deployed as followsStatement hall and operation area of 01 hectareSport ground, orchard and rest houses of 01 hectareBase for sightseeing tunnels of 03 hectaresRebuilding historical services of 01 hectareCombat villages a supererogatory form of tourismThe objective of the model of Combat villages is to produce real war experience for tourists. In combat villages, there are typical houses representing daily life in war. All houses are decorated exactly the analogous way in the past with shelters, traditional furniture such as bamboo table, stone mortar. Statues are designed to rebuild lively sceneries such as secret meeting of guerrillas, teachers giving lectures to children under war conditions etc. In some houses, there are actors and actresses playing activities such as mill flour, making alcohol or baking. Tourists can take part in these actions or stay at houses for lively experiences. The tour guides in guerilla clothes are in charge of interpreting the meaning, history and function of the whole system. After traveling on the ground, tourists continue to collect new experiences by getting in the tunnel. Inside the tunnel, tourists may be strike on how Cu Chi guerrillas can lived underground for many years and most of travelers are keen on studying about unique ways for survival in severe conditions of war period.Surroundings the tunnel are plentiful material evidences such as armored tanks, bulldozers, helicopters, canons, bombs and so on collected from America Army. Tourists are embedded in the war experiences as well as having a chance to self-educate about the history of the war and the value of peace.The shooting area offers excited experience to tourists where all kinds of guns used by Cu Chi guerillas in the past are presented. Tourists can try different types of weapon and if they can hit the target, they are awarded special topical anesthetic gifts, for instance, bandanna, broad-brimmed capThe destination also provides abundant tourist services traditional-cuisine restaurants, accommodation, camping area, conference facilities, boat excursion on Saigon River, electric car services for sightseeing, souvenir shops with gifts made from remaining war scraps, such as cartridge, gun fragment, guerilla uniforms The whole area is highly-commercialized, and with the number of approximately one million tourist arrivals in 2007, Cu Chi seems to succeed in attracting both international and domestic tourists when presenting such special experiences as Berridge (200714) argued At the root of this point is the idea that an event, for some stakeholders but not all, is an activity that is, at that point, meant to be unique and memorableSuggestions for sustainable tourism development planning in Cu ChiThere are obvious evidences showing this long time war-suffered district has been revitalized and rapidly developed thanks to tourism industry. Nevertheless, it is necessary for the management plug-in to apply some practices for sustainable tourism development planning at the destination. The UN report Managing sustainable tourism development (Commission, 2001 50) has been referred for proposing the following guidelinesThe people of Cu Chi should take the main role in maintaining control over tourism d evelopment. At present, this tourist destination is under the management of Ho Chi Minh City Military Headquarters, which are state officials, while the topical anesthetic people get involved trivially in the development process of tourism. I believe that the experience economy can only brandish when there is establishment of functional and professional relationships at several levels in Cu Chi.The benefits must be distributed broadly and equally as well as planning requires local community input. Staff, the community and the tourists need more than Value for money. As many researches have pointed out that the best investing for a sustainable lifestyle of local community is to set up a fair distribution of benefits. This principle is also true for the case of Cu Chi. By giving them better opportunities of employment, education and training, Cu Chi people can enhance their skills and better control over their own lives. From the tourist viewpoint, it is important to bring traveler s closer into the local community as well as satisfy their expectations and provide a high quality tourist experience. Currently, there are indications of unsustainable development of Cu Chi, for instance, many local products sold to tourists are wild animals, this kind of goods must be taboo and the eco-friendly ones should be encouraged. Also, while local businesses try to maximize their profit and satisfy the increase of tourists demand, the waste treatment system has still not been established in this area.Marketing for sustainable tourism must be in harmony between the needs of the visitor, the place and the community. Experience economy basing on the tourism industry significantly depends on the choices and decisions of tourist entrepreneurs, the tourists and the authorities. Therefore, the objective of tourism marketing is to improve the process of conceiving and developing those specific tourism products, which better corresponding to different tourist categories needs (Muh cina, 2008). In this sense, Cu chi needs harmonious policies to promote tourism products and to satisfy the actual and future tourists needs, by using the natural environment elements in an equilibrated way. The surrounding region of Cu Chi with great landscape can be a solution for diversifying and offering various potential ecotourism products.ConclusionAccording to gentlemans gentleman function and Tourism Council in 2007, tourism industry is forecasted to generate simulacrum income within the next 15 years. Experience economy born by this industry can bring opportunities to developing countries in the process of development. In the case of Cu Chi, this destination has been surprisingly benefited by its war remnants as many people have said that they even can sell a war. The whole district has been revived and become a competitive destination with growing income and status. Nevertheless, there is a double-affect of this type of destination development. It offers new chances to the local community while simultaneously causing potential risks for the area, its people and resources. Hence, to achieve the objective of sustainable tourism development, Cu Chi must improve the quality and uniqueness of experiences providing for customers along with setting up a plan of development that takes local setting into consideration. This destination should not only stick to the experience of the past war but also needs to prepare better for the future. The forthcoming stage of tourism development in Cu Chi should be considered as a new opportunity, not merely challenges, as Jensen declared in his book-Dream Society (200724) If you see the future as an obstacle, you are walking in the wrong direction.BibliographyArnould, E. J. and Price, L. L. (1993) River Magic unmatched Experience and the Extended Service Encounter, diary of Consumer Research, 20(1), 24-45Berridge, G. (2007). Events Design and Experience, Event solicitude Series, Oxford Butterworth-Heinemann.Bitner , M. J. 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