Applying the butler’s tourist area life cycle model to classify tourist destinations on Thanhhoanghean’s coastline
Hong Duc University Journal of Science, E.5, Vol.10, P (142 - 152), 2019
APPLYING THE BUTLER’S TOURIST AREA LIFE CYCLE MODEL
TO CLASSIFY TOURIST DESTINATIONS ON THANHHOA-
NGHEAN’S COASTLINE
Le Van Truong1
Received: 3 October 2018 / Accepted: 11 June 2019 / Published: June 2019
©Hong Duc University (HDU) and Hong Duc University Journal of Science
Abstract: The author applied Butler's model of the life cycle of Tourst destinations, score-
based measures and visitor satisfaction surveys to classify tourism destinations along 184 km
of Thanh Hoa - Nghe An's coastline. The results of a total of 32 tourism destinations were
evaluated and classified in this region with 21 sites, during the exploration phase, 9 sites at
the involvement stage and only 2 sites, is Sam Son and Cua Lo, reached the development
stage. The study also proposed solutions to 21 points in the exploration stage to other stages
and 9 points in the phase to participate in the development phase within 5-10 years.
Keywords: Tourist Destination, Thanh Hoa - Nghe An Coastline, Classification, R.W Butler.
1. Introduction
Based on the theory of "Stages of Economic Growth" by W. W Rostow (1960) [14] and
"Product Life Cycle" by Raymond Vernon (1966), Applied in the field of tourism, in 1980, R.
W Buttler developed the Tourist Area Life Cycle (TALC) theory [3]. From that point up,
many studies have applied this theory to evaluate and classify tourism destinations in different
territories of the world in order to find solutions to manage and promote tourist destinations
[1], [4], [7], [9] ... However, such studies in Vietnam, Thanhhoa and Nghean are quite rare,
only few works master theses [11], [12] ...
In December, 2016, the Ministry of Culture, Sports and Tourism issued a set of criteria
for tourism destination assessment, but this set of criteria only applies to "The number of tourist
arrivals is expected to reach 500,000 tourist arrivals per year .... and tourism destinations have
been invested to develop tourism, attracting more than 50,000 tourists a year. "[10]. Tourist
destinations with smaller numbers of visitors are not classified. In fact, that is the motivation for
our study to classify the tourism destinations along the coast of Thanh Hoa-Nghe An on Butler's
theory - a theory that has great scientific and practical significance.
2. Scope
All tourist destinations along 184 km of Thanh-Nghe coastline, including the tourist
destinations have met the criteria by the Ministry of Culture, Sports and Tourism (currently the
two provinces have not yet evaluated), already planned and not planned tourist destinations.
Le Van Truong
Faculty of Social Sciences and Humanities, Hong Duc University
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Hong Duc University Journal of Science, E.5, Vol.10, P (142 - 152), 2019
3. The concept of Butler's tourism area cycle life
According to Butler‟s TALC model a tourism destination goes through six stages.
The first stage is exploration. This stage involves a few tourists discovering a new
tourism area (Butler, 2011). This stage is usually characterized with minimal number of
visitors due to limited access, limited knowledge and inadequate facilities. Tourists visiting
such areas are mainly the allocentric or adventure seeking tourists.
The second stage, involvement, begins when local community starts to participate in the
tourism development process. On seeing a few tourists interested with their area, members of
the local community begin to develop simple infrastructures and facilities such as access
roads and small accommodation and catering facilities (Butler, 2011). More tourists gain
knowledge of the area and the number of visitors begin to rise. At this stage the area is still
popular among the allocentric type of tourists.
The development stage begins to set in when the government and small scale investors
take notice of the interest of tourist on this area (Butler, 2011). The government set in to
provide necessary infrastructure such as roads and electricity while investors begin to provide
sophisticate infrastructures such as accommodation and transport facilities. The areas also
become widely marketed as tourism destination further increasing the number of tourist
visiting the area. The mid-centric tourists begin to have confident with this area and start
visiting further increasing the number of visitation.
Diagram 1. The theoretical life cycle of a destination [4]
Consolidation stage is marked by the entry of the big players in the tourism industry into
this area (Butler, 2011). Small facilities are replaced by large tourism establishments design to
serve large masses of tourist. More and more tourist flock into the areas as the pyschocentric
begins to gain confident with this destination.
The stagnation stage is marked by stabilization in the growth of the number of tourist
(Butler, 2011). This is mainly as result of the allocentric tourist leaving the area as it begins to
lose its novelty status and their number is replaced by the pyschocentric tourists who are appealed
by the comfort and familiarity offered by the area. The rising number of tourists begins to irritate
locals as they begin to feel the pressure associated with the large number of tourists. There are no
further tourism developments as the area reaches its carrying capacity (Lagiewski, 2004).
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Hong Duc University Journal of Science, E.5, Vol.10, P (142 - 152), 2019
Decline or rejuvenation stage may follow the stagnation stage. Decline stage results from the tourism areas undergoing degradation as
result of increased pressure from the large number of tourists. Environmental and social problems begin to haunt the area leading to the area
losing its appeal. However, the areas tourism appeal may be rejuvenated through various means such as developing new products beside the
product that had initially attracted tourist into the area.
4. Methods
In order to reflect the complexity of the development of the Tourist Destination, the study used seven groups of criteria and specified
32 criteria. Of these, 31 criteria (total 85 points) were assessed by experts and 1 by criteria (15 points). Compared with the criteria set by the
Ministry of Culture, Sports and Tourism, we added criteria for the number of visitors to the destination (30 points) with both domestic and
foreign visitors. Therefore, the structure of each group of criteria, criteria (Table 1) is changed. For the satisfaction of visitors, we use the
National Tourism Administration's questionnaire [10] and survey each site to 20-50 visitors.
Table 1. Criteria for Tourism Destination assessment
Score
achieved/
Total score
Criteria
group
Criteria
Describe criteria
Tourist
Resources
(15 p)
There are beautiful or phenomenal scenery, special relics, including cultural
buildings, historical monuments recognized national specialties or world heritage,
national landscape, conservation garden country/ biosphere reserve/ world natural
heritage; or can develop more tourism activities / products.
The original, well protected, beautiful scenery, still retain the traditional culture,
take measures to protect, create attractive attractions separately.
The diversity and
uniqueness of the
resource
/10
/2
Protect and
enhance resources
Capacity
At least 140 visitor/day
/3
Visitors
(30 p)
Point:
visitor /day: 0
Point:
1
2
3
4
5
…………… 24
25 …………. … 115 120 125
25
/25
Domestic visitor
5
1
10 15
20
Foreign
visitor
2
3
3
4
9
5
/5
visitor /day:
0
6
12
15
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Hong Duc University Journal of Science, E.5, Vol.10, P (142 - 152), 2019
Providing information for visitors via telephone 24/24, through website or social
network, website, social network posting animations, videos, support download
/1
electronic publications of Tourism Destination, have FAQ., answers to frequently
asked questions of visitors, online support, online contact email address, links to
other related websites such as: travel agents, carriers ...; There is an informational
brochure for visitors, a well-designed publication, an impressive image, unique, the
right size to carry, complete information, easy to read, use friendly material. MT;
Information in printed publications, electronic publications, websites or social
networks is expressed by Vietnamese and English.
Provide
information to
visitor
Products and
services
Having the rules of the entire Tourist Destination and detailed rules table in the
functional areas; A map of the entire Tourist Destination and functional areas are
located in many places; Having signage system leading to functional areas; Signboard
in Vietnamese and at least 1 foreign language, designed with many images, symbols
showing high information and information map location position of visitors.
Information guide
throughout the
Tourist
/1
(17 p)
Destination
Having tables of information on the subjects or having guest speakers; Having
electronic information boards explaining to the visitors; Interpreters are able to use
foreign languages to explain to guests/Having automatic interpretation services;
There is support for hearing impaired guests.
/1
/1
Notes
There is an information room with internet access for visitors looking for
information about the DBDL; There are on-site staff providing information on
receiving and settling complaints from tourists, ... There are additional information
Tourist
information center booths in the functional areas in the DDSDL (display publications advertising the
Tourist Destination for visitors, prices for information publication is designed
compact, convenient for the publication...).
Facilities for
/2
Accommodation facilities of 3 star level or higher.
accommodation
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Hong Duc University Journal of Science, E.5, Vol.10, P (142 - 152), 2019
/1
/2
/1
Varied services and preferential policies for visitors; No time limit for service;
Employees have good skills, friendly, enthusiastic; Equal treatment for all
customers; Dispense service prices.
Services to guests
in the residences
There are standard restaurants serving tourists, capable of serving 500 guests or
Restaurant system more, are classified into restaurants, Asia, ...; Restaurant system is distributed to
guests in the hotel and in functional areas.
Ensure food safety ; The menu is diversified and there are preferential policies for
Food Service
customers; Flexible service time; Qualified staff, good skills, friendly, enthusiastic;
Equal treatment for all customers; Dispense service prices.
/1
Entertainment
facilities
There is an amusement park with a variety of games such as outdoor amusement park,
indoor playground, cinema, etc. for adults and children; Certificate of IAAPA.
/0,5
Ensure absolute safety for tourists; Varied services and preferential policies for
customers; Qualified staff, good skills, friendly, enthusiastic; Equal treatment for
all customers; Equipment for recreational activities to ensure standards and
standards of manufacturers; Dispense service prices.
Entertainment
services
/0,5
/3
Performing arts
activities
There are demonstration activities, art performances serving guests with frequency
≥ 1 time/day.
Services to visit,
Ensure absolute safety for tourists; Employees have a wide knowledge, depth of
explore, learn the the object, explore at the destination, good skills, friendly, enthusiastic; The tour
value of nature,
culture
program is rich, diverse and flexible; There is formal information about the
participants; Equal treatment for all customers; Dispense service prices.
Event,
conferences,
seminars services
Variety of services and incentives for customers; Flexible service time; Qualified,
good skills, friendly, enthusiastic staff; Modern equipment, rich fit the nature of
various types of events; Equal treatment for all customers; Dispense service prices.
/1
/1
There is a shopping center for shopping needs of visitors or a shopping center with a
registered standard for tourists; There are a variety of services catering to the needs
of the guests (shopping, beauty, fashion consultancy, health consulting, personal
Shopping service
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Hong Duc University Journal of Science, E.5, Vol.10, P (142 - 152), 2019
equipment hire, ...); Flexible service time; Qualified staff, good skills, friendly,
enthusiastic, responsible; Make public service charges; Treat all customers equally.
Having a management board with clear organizational structure, functions and
tasks; The Management Board shall handle the problems of tourist destinations in a
/1
smooth and responsible manner, ensuring the annual growth of the whole area;
Issue and control the implementation of regulations and rules of behavior related to
tourism related phenomena.
Management
Fresh air, no pollution; Surface water (lakes, ponds, rivers, streams, fountains, ...);
Waste is not discarded along roads, tourist sites and surface water sources; Equipment
/1
Natural
environment and
sanitation
in tourist destinations such as lights, signs, monuments, small scenes, clean and clean;
The areas selling products, souvenirs, food items must ensure common sanitation;
Waste is collected in the fixed locations; The area under construction is covered.
Management
(8 p)
Having a plan to ensure environmental sanitation in tourist destinations; Having a
system of waste collection, average of at least 01 garbage bin with cover / 300m
/1
along internal roads; There is a place where garbage is collected from both
destinations; Having a separate waste treatment system in the tourist destination or
a means of transporting garbage to local waste treatment sites with a frequency of
once a day; Use of specialized high tech support tools (using chemicals allowed for
pollution treatment, waste treatment, etc.) in appropriate areas.
Process rubbish
Sanitation
/1
There are standard public toilets for tourists at the functional areas and main
attractions; There are mobile toilets in other public areas.
Local communities do not engage in harassing tourists (clinging to customers for
sale, offering services ...); Communicating, behaving cultural identity and
civilization of local people; Ready to support tourists (directions, directions, ...);
The friendliness of
the local
/1
Respecting culture, behavior of tourists from the region to the local; Be ready to
introduce and guide tourists to integrate and experience the local culture style.
community
/1
Organization of
There is a security and order department, specialized teams are located at points
security and order
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Hong Duc University Journal of Science, E.5, Vol.10, P (142 - 152), 2019
and there is a team of supervisors, specialized patrols.
Having a plan to ensure security and safety for travelers in normal conditions with
simple, common problems; There is a hot line connected to local departments to
coordinate the work of ensuring security and safety for tourists. (Support the resort
in coordinating the problem solving over functions. of the resort), dispatch staff on
the hotline 24/7; To take the initiative in evacuating people and property in case of
natural calamities, fires and other serious incidents.
Have security checkpoints in the tourist destination and at each functional
subdivision; Security forces are equipped with uniforms and the minimum
equipment to ensure security and safety for tourists; Modern, high-resolution,
high-resolution camera system for surveillance of major tourist attractions and
functional areas; Automatic fire alarm system in the buildings; Having a
loudspeaker system for reporting incidents and emergencies; Have a system of
barriers to isolate dangerous areas; Water fountains and water tanks for
firefighting in functional areas; There are special vehicles for patrol and security
control in the tourist destination .. and specialized equipment for transportation or
rescue such as bicycles, motorbikes, lifeboats.
A plan to ensure
security and safety
for tourists
/1
/1
Facilities to ensure
security and safety
for tourists
Access to the site can be directly connected to the national transportation system
through at least 2 of the 4 modes of transport: road, rail, water, air (not through the
system). inter-district roads or short distances); There is a gateway to the resort;
These gateways are distributed from many directions, many different locations
bordering the tourist area to facilitate the means of transportation.
/1
Road system
Infrastructure
(5 p)
Signage signs, access to the resort; Placement of suitable signs (in front of crossroads);
/1
/1
Signs approaching The number and location of the appropriate instructions (with signs at all forks,
crossroads leading to the resort); Clearly designed signboards (size of signboards, font
size, information picture, color, etc.), informative content; Bilingual expressions.
100% of internal road system is covered with concrete / plastic and wide to ensure
traffic safety for 2 lanes.
tourist destinations
Internal roads
Design and installation of lighting systems with modern, environmentally friendly
equipment, energy saving along internal roads, accommodation, functional areas and all
attractions. in the resort; Having backup power system; There is an art lighting system.
Power system
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Having clean water system to meet the demand of clean water; Water purification
system according to international standards (can be taken immediately without
boiling) to serve the needs of guests; water and pipe systems, fountains for fire
fighting; drainage system to ensure environmental hygiene; wastewater treatment
system to ensure environmental safety; Waste water treatment for reuse for needs
such as watering plants, sanitation, etc.
/1
Water supply and
drainage system
Employers are local people (from 3% of total workers in the whole resort or more);
Workers are local Deductions from the turnover of the tourist area to support the annual movement of
Local
participation
(10 p)
/10
/15
people in tourist
destinations
the locality; To deduct the turnover of the tourist areas in support of the
construction and upgrading of local public works annually; The percentage of local
households participating in doing business in the tourist area is 5% or more.
Visitor Satisfaction (15 p) (Vouchers from Vietnam Tourism Administration)
The total number of points per Tourist Destination in the range of 1 to 100 and is grouped into five groups that are characteristic of
the four categories that follow the development of Butler's TALC model. Tourist Destinations have a score of 1.0 - 24.9, which is
classified as the discovered stages (exploration); Scores 25.0 - 49.9 are classified as periods of involvement stagae; Scores 50.0 - 74.9 are
classified as developmental stage; Scores 75.0 - 100,0 are classified as consolidation stage.
5. Classification results
The results of our study are summarized in Table 2.
According to the criteria tourism resources, Sam Son and Cua the highest scores (11/15 and 11/15 respectively). Followed by Hai
Tien, Hai Hoa, Quynh Phuong, Quynh Bang, Cua Hien and Bai Lu reached 5/15.
According to the number of visitors, Sam Son is the best is followed by Cua Lo. These are also two destinations that have been
developed for decades. The ones with fewer visitors are Hai Tien, Hai Hoa, Bai Lu, Cua Hien and Cua Hoi.
From the criteria for tourism products and services, Sam Son and Cua Lo reached the highest score (15/17). Very few tourist
products, or local products that have not yet become commodities such as mangroves, are new discoveries.
Up to 21/32 destinations without management board and management are spontaneous (managed by individuals or commune level). This
is also the point where infrastructure is almost undeveloped, especially infrastructure for tourism purposes. It is noteworthy that the unmanaged
areas and undeveloped infrastructure have quite active local participation in tourism activities. Of course, these activities are not managed.
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Table 2. Summary of scores for each criterion group and classification of the Tourist Destinations by stage
1
(15)
2
(30)
3
(17)
4
(8)
5
(5)
6
(10)
7
(15)
Score of eachcriterion group
Tourist Destinations
No.
Total
Stages
Thanh Hoa province
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
16
17
Ngason Mangroves
3
3
5
11
5
3
3
5
4
4
4
4
4
4
5
4
4
5
1
1
5
26
6
2
2
6
2
2
2
2
2
4
9
4
3
6
2
1
5
15
5
2
2
4
2
2
2
2
2
2
6
3
3
5
0
0
4
6
3
0
0
3
1
0
0
0
0
0
2
0
0
2
0
0
2
3
1
0
0
2
0
0
0
0
0
0
2
0
0
1
1
1
3
7
2
1
1
2
1
1
1
1
1
1
2
1
1
2
2
2
6
10
3
1
1
4
1
1
1
1
1
1
4
1
1
4
exploration
exploration
involvement
development
involvement
exploration
exploration
involvement
exploration
exploration
exploration
exploration
exploration
exploration
involvement
exploration
exploration
involvement
9
8
30
78
25
9
Daloc Mangroves, Hauloc
Haitien Seaside, Hoanghoa
Samson city
The South Samson Seaside
Quanghai Seaside, Quangxuong
Quangthai Seaside, Quangxuong
Quangloi Seaside, Quangxuong
Quangnham Seaside, Quangxuong
Haininh Seaside, Tinhgia
Ninhhai Seaside, Tinhgia
Haian Seaside, Tinhgia
Hailinh Seaside, Tinhgia
Tandan Seaside, Tinhgia
Haihoa, Tinhgia
Haithanh Seaside, Tinhgia
Haibinh Seaside, Tinhgia
Dong Seaside, Tinhgia
9
26
11
10
10
10
10
11
30
13
13
25
Nghe An province
18
19
20
21
22
23
Dongthanh Seaside, Hoangmai Town
Quynhphuong Seaside, Hoangmai Town
Quynhlien Seaside, Quynhluu
Quynhbang Seaside. Quynhluu
Quynhluong Seaside, Quynhluu
Quynhminh Seaside, Quynhluu
4
5
4
5
4
4
3
6
3
4
3
3
1
5
2
4
2
2
0
2
0
0
0
0
0
1
0
1
0
0
1
2
1
2
1
1
1
4
1
1
1
1
exploration
involvement
exploration
exploration
exploration
exploration
10
25
11
17
11
11
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Hong Duc University Journal of Science, E.5, Vol.10, P (142 - 152), 2019
24
25
26
27
28
29
30
31
32
Quynhnghia Seaside, Quynhluu
Tienthuy Seaside, Quynhluu
Lachvan Mangroves, Dienchau
Dienthanh Seaside, Dienchau
Cuahien Seaside, Dienchau
Bailu Seaside, Nghiloc
Cualo city
Cuahoi, Nghiloc
Hunghoa Mangroves (Vinh city)
4
4
3
4
5
5
11
5
3
3
1
3
6
7
24
6
2
2
1
2
5
5
15
5
0
0
0
1
1
1
6
2
0
0
0
0
0
1
1
3
1
0
1
1
1
1
3
3
7
2
1
1
1
1
1
4
4
9
4
1
exploration
exploration
exploration
exploration
involvement
involvement
development
involvement
exploration
11
11
7
12
25
26
75
25
7
3
1
1
Notes for table 2: 1: Tourist Resources (15p); 2: Visitors (30p); 3: Products and services (17p);
4: Management (8p); 5:Infrastructure (5p); 6: Local participation (10p); 7: Visitor Satisfaction (15p)
6. Recommendations
To develop tourism into a key economic sector in the economic structure of Thanh-Nghe coastal areas. Through this study, we
suggest that the following solutions be implemented:
Planning solution. For planned tourist destinations, it is necessary to continue reviewing, supplementing and adjusting the planning
in the direction of both developing tourism and protecting the natural, cultural and social environment. For unplanned destinations,
general planning and detailed planning of tourist destinations should be carried out and published on most media.
Promote the diversification and uniquenes of tourism products and services associated with the natural, cultural and social
characteristics of each coastal tourism site.
Infrastructure investment, especially transportation system, restaurants, hotels, etc. in the direction of harmonizing between popular
tourism and high-grade tourism.
Enforcing promotion and linkages in tourism development. Especially there are solutions to overcome the seasonal difficulties in
the sea and the island tourism.
Strengthening the management of tourism destinations which are at the stage of participation and development. Establishment of
management boards in the destination is still in the exploration stage. Promoting short-term tourism training for people living in or near
tourist destinations.
Enhancing the competitiveness of tourism destinations.
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Hong Duc University Journal of Science, E.5, Vol.10, P (142 - 152), 2019
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