Level 4 Destination Audit: Examining Tourism Success in Da Nang

This report presents a destination audit of Da Nang, Vietnam, examining factors contributing to its tourism success. It covers an overview of the destination, tourist numbers, key tourism product themes like the Golden Bridge and night markets, accessibility, and destination image. The report also discusses the roles of the Destination Management Organization (DMO), positive impacts such as job creation and revenue generation, and negative impacts including potential over-tourism. Furthermore, it suggests future actions and strategies to improve the destination and ensure sustainable tourism development in Da Nang. The audit uses the Destination Auditing Toolkit to provide a structured analysis of Da Nang's tourism industry.

Successful Tourism Destinations – Level 4
Module Code: 1910
DESTINATION AUDITING
TOOLKIT
Name of Destination: Da Nang
Student Id number:
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Introduction
Toolkit can be defined as the document which has relevant sources and information by which the
individual can gather information and can make conclusions and recommendations(Vinzenz and et.
al., 2019). These are considered to be as the most important tool in the tourism industry. The main
use of the toolkit is by the individual organisations and destinations as they are the ones which
develop and create their own toolkit. International organisations use the information of the toolkit
which is based on the consistency so that the information which is collected can be helpful in making
decisions. Da Nang is a destination place which is situated in the coast of central Vietnam and is
located on the opening of Han River and which is also known as the main destination for the ports. It
is in the list of “50 places of Lifetime” which is why people from many countries comes to visit the
place. On the outside place of Da Nang city there are many UNESCO heritage sites the main reason
of the development of UNESCO sites is that the environment of the city is very safe and good. This
report will cover overview of the destination, numbers of tourist, tourism product themes,
infrastructure and product themes, positive and negative impact of tourism with the two success
strategies and the conclusion on the destination.
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Table of Contents
1. Overview of your destination 4
2. Tourists who are attracted to the destination 5
3. Product portfolio for the destination 6
4. Accessibility and supporting product 7
5. Image of the Destination 8
6. Who is responsible for tourism? 9
7. Positive impacts of Tourism 10
8. Negative impacts of Tourism 11
9. Future Actions 12
10.Conclusions 13
11.References 14
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1. Please give an overview of your destination
Da Nang is the largest and most famous city in Vietnam which is situated in
Eastern Sea Coast and it is the half way point in the north Hanoi and Ho Chi
Minh City. Da Nang city is developed enough having urban population. Da
Nangos considered to be as the educational and commercial city which is
based in the central region. The total size of Da Nang is 1285.4 km square and
the main attractions of the city is the Cham Museum and Buddhist
shrines(Ulker-Demirel and Ciftci, 2020). In the year 1997, the place was
separated with the Quang Nam province so that it can become the municipality
in central place in Vietnam. The main highlight of the place is the My Khe
Beach, Lang Co Beach which is surrounded with palm tree having water which
is just like clear crystal and having lagoon on the other side. This destination is
considered to be a transportation hub and has been linked with north and
south. The main fascinating point of this destination is that many tourists are
attracted with the place. The government of the country is mainly benefited
because people are fascinated with the place and the heritage which is
developed in Da Nang.
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2.Describe the Tourists who are attracted to
your destination (350 words)
The number of tourists are increasing not just and the counting is based not
just by years but by the quarters report which has been reported. It has been
estimated that the number of tourists which have increased are around 1.8
Million on the basis of quarters which is the highest(Sghaier and et. al., 2019).
It is because of the development in the infrastructure which the government of
the country prepares in advance so that the demand in the peak seaon can be
met and more tourist can come to visit the place. The main peak season for
the tourists visiting Da Nang is between June to August for which the
government makes preparation in advance. The place already makes the
preparation which includes the facilities and other equipment which is needed
at the time of arrival of the tourists. People come from all over the country to
visit this destination and the facilities and fun activities which are provided
during the peak season are different as that during the other time of the year.
It is a well known fact that people who come to visit this place will come by air
or by sea for which the country recorded the increase of visit from 48.7% to
66%. The main fascinating point of the destination is that there are published
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information which is in the form of journals by which visitors can take help for
getting the information on hotels and other accommodations and travel
information which will be beneficial for the people who are coming to visit the
place(Sharma and Nayak, 2018). The firework festival of the place is the other
attracting thing which is why local people also gets attracted towards the
place.
3.Discuss the product portfolio for your
destination (300 words)
The main reason for the tourists who are coming to visit the place is that it is
the most cleanest city which is the most attracting and the fascinating thing
about the place(Correia, Kozak and Del Chiappa, 2020). The price which might
look very costly for the accommodation and for the living but in reality the
price of the place is not much and this is the reason why many tourists comes
to visit the place when they get to know about such things. The other is the
good landscape which is provided to the people giving them the relaxation and
making them feel the best when the tourist comes to visit. The famous product
themes of Da Nang is the night market and the entertainment services which is
only during the time of peak season. The night market is enlightened with
lights and many shops for which the tourists can come and make the
purchases. The entertainment places in Da Nang includes the Asia Park, Perdu
and many more in which the tourist can come and enjoy there leisure time.
Helio night market is considered to be the most famous one and the most
renowned one in which tourist gets the low price food, live music, different
things by which the tourist can make the purchase. The other is the nature of
the city which is the most attractive and the best one. The tourists are
attracted to visit the place Da Nang at that time in which the weather is
blossoming and the main peak in the year is between June to August as it is
the most favourable time(Ridderstaat, Singh and DeMicco, 2019). This is the
time which is considered to be the dry season in which the sky and the
beaches look best and worthful. The place with mountains and beaches Da
Nang is the best and the most lovely place to visit.
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4. Please comment on the Accessibility and Supporting product
in the destination
Accessibility (100 Words)
There are many ways by which tourists can come and visit the place Da Nang. There is one airport
which is named as Da Nang International Airport by which the tourist can come and visit the place
(Chiao, Chen and Huang, 2018). But not just the airport there are many other facilities by
which tourist can come and visit the place. People can come up from train, buses or by any other
road transport. There are many facilities for the tourist which the government had made as they
also know the demand of this destination. When the peak of tourist comes up, the city makes the
preparation in advance only so that they can meet the demands.
Supporting product (100 Words)
There are many restaurants which are available in Da Nang so that during the
peak time tourist do not feel frustrated and they can enjoy their time. The
availability of hotels and restaurants are enough so that the city can meet the
demands of the tourist(Tuan, 2020). At the present time when the government
also knows that the demand of the tourist are increasing on the basis of
quarter report of tourist arrival. People come in millions to visit the place and
the government also knows that the requirement of hotel and restaurants will
be high because of which the management of tourism conducts all the
functions which are important for meeting the peak demand.
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5.Please describe the image of the destination
(200 words)
Golden Bridge-
The best place in Da Nang by which people feel fascinated and excited to visit
is the Golden Bridge which is shown in the image. The place is just similar to
that of dream world with the best scenery of nature surrounded by mountains.
This place is known as the masterpiece in Vietnam and the best time is known
during the time of sunset and sunshine. This place is the most fascinating one
and every visitor spends good time here because the place gives peace to
them(Kim and Thapa, 2018). The target tourist and the audiences are
consistent and visit this place frequenetly. This place is the most visited place
by many tourist. The product theme which is matching in the Golden bridge is
that of the nature which can be seen when the individual goes to visit the
place. It is a favourite spot for clicking the photos and not just the
international tourist comes to visit this place the people who are staying in Da
Nang also comes to see and explore more about this place. This is the reason
why this place is considered to be the most favourite and the most visited
place.
6.Who is responsible for tourism in your
destination? (100 words)
The destination management organisation of Da Nang Vietnam National
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Administration of Tourism is responsible for maintaining the cooperation
between those people who provides the services on the places which includes
the destinations and the marketing. But sometimes the politics of the country
makes a good influence on them which is why at some point of time they does
not work properly (Wu, 2018). They are the one who does the marketing of the
travel destinations and also tries to keep the destinations updated with no
faults and problems. They does not works for the product development or any
other thing but they do the work of managing the destinations in a proper way.
The main role of DMO is to work on the changes which are taking place in the
tourism and to mange the work properly.
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7.What are the main positive impacts of tourism in the
destination? (350 words)
There are many positive impacts which the travel destinations provide to
people as well as to the country. Da Nang has also provided some of the
positive impacts to the local public and also to the government which have
been discussed below-
 Jobs creation- The positive impact which is provided by the tourism is
the jobs which is considered to be as the important thing. The travel
destinations are the one which are helpful in providing the jobs to those
people who are unemployed. This helps in upliftment of the
employment ratio for the people and this adds up in the GDP of the
country (Wu and Wu, 2019). Da Nang is the place which is developed
only for tourist and for maintaining the place it is important to recruit
people who can work. During the time of peak when the tourist comes
in high numbers the demands of more people either in the restaurants
and in the hotels increases.
 More money for the country- When the country is developed in such
a way that people from different countries are coming to visit the place
then at that time the revenue of the country also increases. It is
because they will come and spend the money on the places they are
visiting. People who comes to visit Da Nang are the ones who help in
the foreign exchange which is the main reason why government of the
country makes the advertising of the place.
 New facilities for tourist also helping the locals- When the
government of the country is working hard just to provide the benefits
to tourist then at that time it acts as the most beneficial point for the
local people also. This is because the infrastructure which is made to
fascinate the tourist makes it beneficial for the locals also. Da Nang is
the place which is having good infrastructure and other historical
places.
 Demand for local food and crafts- When any of the individual goes
to visit any new place then they want to try those foods and local crafts
which are famous. This is the reason why the demand of local food and
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crafts increase during the peak season.
8.What are the main negative impacts of tourism in the
destination? (350 words)
Negative impacts which the tourism industry provides have been discussed in
context with Da Nang-
 Seasonal jobs- The jobs which are provided to local people in Da Nang
is seasonal kind of job which is only available during the peak season. It
is because the peak time for visiting Da Nang is from June to August
and the demand of people to do the work is also higher in this time
period. Da Nang is also the city which creates difficulty for the
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unemployed people during the other time.
 Overcrowding- There is always a problem during the peak season
which at a time creates the difficulty of overcrowding. The main issue
which Da Nang has to see is that time period when the peak load is
more and when the booking for the hotels and restaurants are made in
advance. Overcrowding at some point of time creates the problem of
unclean places if the rules and regulations are not made strictly.
 Damage to the natural environment- It is a very obvious fact that
when people come to visit the place then they will cause some harm to
natural environment(Dahles and et. al., 2020). Natural environment is
affected when the people cause harm to the environment. Damage to
the natural environment means that when many people will come to
visit Da Nang then they will require some of the transportation to reach
to the destination and this will cause the problem of more pollution in
the city.
 Prices of the products increase- It has been seen that during the
time of peak season the shops which are of either necessity or of other
thing makes the prices of the products higher. When the prices of the
products are higher to the tourist then at the same time it will be higher
for the local public also which makes them purchase in the higher
prices.
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