Uniwersyteckie Czasopisma NaukoweMarketingowe i organizacyjne uwarunkowania atrakcyjności turystycznej kompleksu świątynnego Pho Hien w Hung Yen w północnym Wietnamie
Abstrakt
This article assesses the level of tourist development of Pho Hien, a district of Hung Yen, the capital of one of Vietnam’s fifty-eight provinces. During field research conducted in northern Vietnam between 2022 and 2023, I carried out an analysis of the current state of tourist potential of individual facilities, and assessed the level of tourist development, organizational efficiency, and the possibilities of implementing steps to increase attractiveness to tourists. I present the organizational and marketing conditions of the tourist potential of the area analyzed, discussing the strengths and weaknesses of this spot as well as opportunities and threats. The tourist potential of Pho Hien is discussed, and its beginnings, its tourist attractions, and its cultural conditions are pointed out. The article concludes with an assessment of the possibilities of implementing organizational solutions in the Pho Hien area, thus making possible the tourist development of the Pho Hien temple complex.
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