Souvenir products: Not yet attractive to tourists

(Baonghean) - Souvenir products are one of the factors that contribute to increasing the attractiveness of a destination, retaining tourists, encouraging spending and promoting the tourism image. However, in the tourism picture of Nghe An, the souvenir market is still monotonous; businesses have not exploited it effectively...

Nam Dan soy sauce products.

Nghe An is the hometown of President Ho Chi Minh, has the famous Cua Lo beach, Pu Mat National Park, Pu Hoat and Pu Huong natural biosphere reserves; has natural landscapes such as Xao Va waterfall, Khe Kem waterfall, Pha Lai dam - Giang river... However, after days of relaxation, sightseeing, exploring the natural values ​​bestowed and the human values ​​of this land, it is very difficult for tourists to find meaningful souvenirs.

A complete tourism product consists of many components, which means that the lack of one element reduces the attractiveness of that product. For Nghe An tourism, the "lack" that is easily seen is souvenir products bearing the cultural imprint of the regions in particular and Nghe An in general. Visiting the Kim Lien - Nam Dan relic site, in addition to cu do cakes, on the shelves of souvenir stalls day after year there are still paintings, statues of Uncle Ho, rubber sandals, cloth hats... In Cua Lo, in the past, the Cua Hoi Youth Production and Service Enterprise also made shellfish handicrafts as souvenirs, but now there are almost none, because the products made cannot compete with those of Thanh Hoa, Da Nang, Phu Quoc. At temples and pagodas during festivals, there are many shops selling souvenirs, which look ethnic and quite eye-catching. But the goods are mainly from China.

To find a souvenir product with the unique mark of Cua Lo, tourists do not have many options.

Creating souvenir products bearing the mark and characteristics of Nghe An is an issue of concern to all sectors and levels, especially tourism professionals. Because, doing this well will contribute significantly to promoting the image of Nghe An land and people to tourists. Moreover, it will greatly contribute to promoting the tourism development of the province in the future. Discussing this issue, Mr. Nguyen Thanh Tung - Head of Tourism Department of the Department of Culture, Sports and Tourism expressed: In fact, the souvenir market has not developed commensurate with the inherent tourism potential. In the province, there are hundreds of historical and cultural relics along with countless unique festivals and customs. All are valuable resources to develop the souvenir market. However, the most important thing is how to create products with a distinctive mark to promote and deepen the image of Nghe An tourism in the hearts of tourists.

Since 2005, Nghe An Tourism Promotion Center has begun to form a number of craft villages in Nam Dan, in coordination with a number of departments and branches, inviting artisans from Van Phuc weaving village - Ha Tay to teach silk weaving but without success. Currently, our province has not yet built a unique regional tourism gift product such as Dong Ho paintings (Bac Ninh); Non Nuoc stone, sand painting (Da Nang), conical hat (Hue), Turtle tower (Hanoi) ... It can be said that the lack of souvenir products is partly due to the fact that artisans of craft villages and owners of production facilities have not yet researched and invested in converting production and business, developing products of traditional crafts with souvenir products for tourism, in order to attract tourists when coming to the province. In part, tourist attractions have not paid attention to and prioritized the construction of souvenir stalls.

When someone gives a souvenir to a friend or relative, it is an indirect way of introducing the image and culture of the people and the land they have visited. Each product is not only a mark, arousing the curiosity of tourists but also a desire to come here to explore and enjoy. According to Mr. Nguyen The Quan - tour guide of Thai Son International Travel Company: "For the tourism industry, souvenir products are not only a little "spice" in a series of tourism products but also something for visitors to "take home" and cherish a memory. That "take home package" will contribute significantly to inviting other tourists as well as themselves to visit the land and people of Nghe An. Therefore, the product must contain local characteristics - indigenous culture, products that tourists cannot buy anywhere. In addition, souvenir products also need to have factors such as aesthetics must reach a certain level, diverse sizes, designs, materials, suitable prices, sophistication and easy to transport during the tour... And to become a genuine tourism product, it must be processed goods, designed in association with the tour system, tourism services that have been and are available in the locality"...

In order to strengthen the propaganda and promotion of relics, landscapes and culture of Nghe An people through gift and souvenir products made from traditional handicraft villages. The Department of Culture, Sports and Tourism in collaboration with the Department of Industry and Trade, the Provincial Cooperative Union, the Department of Information and Communications, and the Provincial Culture and Arts Association organized the contest "Creating Nghe An's typical souvenir products" in 2013. However, by the deadline for receiving products, the Organizing Committee only received entries from one enterprise and one individual. That is Duc Phong Company Limited sent 24 rattan and bamboo products and Mr. Pham Cong Ly (in Hung Nguyen Town) sent 6 products including sculptures and paintings, although the Organizing Committee had previously proactively contacted a number of handicraft production enterprises in the province.

The reason why the contest has not attracted many individuals, organizations and businesses to participate, according to Ms. Le Thi Thanh Thuy - Deputy Director of Nghe An Tourism Promotion Information Center: The contest is organized for the first time, so individuals and businesses do not have experience participating, the requirements for the contest products are very high, requiring large investments in intelligence, technology, materials... while the prize level is still low, not attractive enough for participants. Organizing the contest to find souvenir products typical of Nghe An is necessary. However, to have a product that meets all the qualities and criteria set by the Organizing Committee (bearing the cultural identity of Nghe An; convenient in use, compact, easy to disassemble, pack, transport; easy to produce in large quantities, easy to consume domestically and export; environmentally friendly...) is not simple. To have high quality products, contestants must meet the following requirements: deep understanding of Nghe An culture, unique ideas, sophisticated design ability and sophisticated craftsmanship, and experience in the field of souvenir production.

The problem for the tourism industry in our province today is how to create souvenir products with unique marks and own brands to not only stimulate consumption, increase trade but also promote and deepen the image of Nghe An tourism in the hearts of tourists. According to statistics of the Cooperative Union, up to now, the whole province has recognized 277 villages with district-level crafts, 119 provincial-level crafts. There are many traditional craft villages such as the bamboo and rattan weaving village, the Do paper craft village of Nghi Phong, Nghi Thai (Nghi Loc), the carpentry villages of Quynh Hung, Quynh Nghia (Quynh Luu), the drum village of Dien Hoang (Dien Chau), the blacksmith village of Ba Ba (Thanh Chuong), the brocade weaving craft of the Thai ethnic group... Traditional craft villages have created many unique handicraft products but have not yet found a place at tourist destinations.

On the other hand, artisans of craft villages have not yet researched and invested in the production and business of souvenir products for tourism, in order to attract tourists when coming to the province... To have souvenir products from these craft villages, it is necessary to have research, reasonable investment, raise awareness in preserving and promoting the value of the craft, maintain and teach the craft. In addition, it is necessary to plan, support capital, production premises and have guidance and advice on product designs, styles and brands to suit tourists' tastes; encourage the production of products using natural materials that are environmentally friendly or using locally available materials. Between production facilities and travel agencies, it is necessary to strengthen links in the introduction and sale of souvenir products. Product output also requires extensive promotion strategies to reach tourists, building stores to display and introduce products, supporting registration of trademarks and industrial designs for typical branded products...

Souvenir products not only increase the value of tourism but are also one of the solutions to promote the image of the province nationwide and to the world. Lack of souvenirs has made Nghe An less attractive, the typical mark of a beautiful land.

Ngoc Anh