Transforming Nghe An's OCOP products into tourism-related products.

Tourism products worldwide, as well as in Vietnam, are very diverse and abundant. However, the most popular in our country today include: beach tourism, ecotourism, rural tourism (agriculture), creative tourism (for example, combining cooking classes, making souvenirs, handicrafts, etc.), cultural tourism, and shopping tourism…

Tourism products are both tangible and intangible products that serve people's needs during a trip. The nature of tourism products is very diverse and constantly changing according to the needs of tourists and the economic development of each country and region. Therefore, to have a high-quality tourism product, it must adhere to the following principles: It must be suitable to customer needs and generate economic benefits; it must possess the unique characteristics of nature, customs, and community culture; and it must be holistic and adhere to conservation principles (environment, culture, and society).

From the issues related to sustainable tourism development and the principles of creating quality tourism products, we see that tourism products play a significant role in creating "tourism packages." They can not only directly become tourism products (e.g., shopping tourism) but also complement all other tourism products. They not only create unique regional characteristics that tourists will remember and explore, but also generate income and added value for tourism businesses and the local community. This is because these products are often linked to local culture and knowledge, traditions, and the distinctiveness of the region. They could be culinary products, agricultural products, specialties, handicrafts, etc. This not only increases the attractiveness of tourism but also contributes to promoting the local image, contributing to socio-economic development for the local people, and contributing to sustainable tourism development.

Nghe An province ranks second nationwide (after Hanoi) in the number of OCOP products rated 3 stars or higher. By the end of 2022, Nghe An had 403 products rated 3 stars or higher (accounting for 4.6% of the national total), including 43 4-star products, 359 3-star products, and 1 5-star product, showcasing a diverse range of products. Many products have expanded beyond local markets, reaching supermarkets, major cities, and even being exported. However, few products have become official products serving the province's tourism industry.

In our opinion, the reasons for this problem are: For quite some time, Nghe An has addressed the issue of developing products to serve tourism (even having a project), however, the methods and solutions were unclear, leading to failure. Meanwhile, the OCOP program has only been implemented for 4 years, a period far too short for developing a commodity product.

Although many products are rated 3 stars or higher, the number of products that are regionally distinctive, unique, and deeply rooted in regional culture, tradition, and history is not large. Products with such characteristics have not yet been developed into compelling narratives to persuade customers and promote them. The packaging and labels of many products are not eye-catching, and some even fail to meet regulations regarding information on product labels. Most products are produced on a small scale, with some areas experiencing a situation where there's more than enough for personal consumption but insufficient for large-scale sales! This is why some people say: "We searched from one end of the province to the other and still couldn't buy enough to give as gifts!" (This is understandable given the sudden demand).

While product promotion efforts have been made, they haven't been very effective. Ultimately, there's no designated place to properly promote and sell products to tourists. As a result, customers don't know where to buy them.

However, in the immediate future, to create unique products that reflect the history and culture of the region, and to contribute to promoting the image of Nghe An province and its people, a competition should be organized to select the most outstanding products from the more than 400 existing products. To select these, criteria, a scoring system, and a panel of experts in the tourism and related fields should be established. Products achieving 70/100 points, with no failing grades, will be selected, and further elimination will be pursued until the desired products are chosen. After selection, the province should implement policies to support the improvement of these products to meet tourism service criteria, as well as other related aspects (product story - presentation; sightseeing and experiential spaces; etc.).

Authorities are responsible for developing and protecting intellectual property rights for products (trademarks, collective trademarks, certification marks, geographical indications). They support the design of product models, packaging, and labels. They also support the application of technological innovation to create new products and improve quality to meet the ever-increasing demands of customers. Furthermore, they support trade promotion and product advertising: communication, website and fanpage development, trade fairs, etc. They encourage the people of the province to use the products with the spirit of: "Every citizen is a brand ambassador."

In some key tourist areas of the province such as Cua Lo, Kim Lien - Nam Dan, Vinh... support is needed for businesses to build "Souvenir and Nghe An Specialty Shopping Centers".meets tourism standardsThis is a place not only for promoting and selling the selected products mentioned above, but also for OCOP products and other products of the province. The remaining districts and towns will also build these facilities on an appropriate scale and in suitable locations (always linked to tourism), when needed, and avoid mass construction to prevent waste.

Another solution is to build a mechanism to support the connection of the supply chain between producers and tourism companies, especially travel agencies. At the same time, strengthen horizontal connections between producers to ensure large-scale production and uniformity in quality and design (if it's a traditional craft village). Apply technology to provide smart tourism solutions so that tourists can easily access tourism services as well as purchase local specialties and souvenirs.

For OCOP products to become tourism-serving products, a systematic approach is needed, along with specific, in-depth, and consistent guidance and advice over the long term. Hopefully, OCOP products, together with tourism, will contribute to the development of the rural economy and elevate the Nghe An brand to a wider audience.

Tran Quoc Thanh