Behavioral culture of the ancient capital contributes to building local brands

According to scientists , one of the unique and outstanding advantages of Ninh Binh is that the people are gentle, hospitable, kind and loyal, not only brave in fighting to protect their homeland and country, but also hard-working and diligent in labor, and determined to build a rich and beautiful homeland. With the advantage of the tradition of the land and people of the ancient capital Hoa Lu, Ninh Binh always focuses on building a behavioral culture of the community, considering public behavior as a new perspective, at a higher level when formatting identity values and building local brands.

In recent years, Ninh Binh tourism has developed at a very fast pace and has become one of the key economic sectors playing a leading role in the local economy. That success cannot be separated from the important contributions of the local community. According to Mr. Bui Van Manh, Director of the Department of Tourism: The friendly and hospitable behavior of local people and the professionalism of workers will create good impressions, love and trust from tourists. Therefore, in recent years, the province has directed the organization of training courses to improve communication skills, cultural and civilized behavior with tourists, responsible tourism activities, and heritage protection for local people participating in tourism activities. From 2010 to now, more than 100 training courses on tourism have been organized for more than 11,000 students.

In addition, the province has developed, issued and implemented a project to ensure security and safety in tourism activities and a Code of Conduct in tourism activities in the province. The Code has specific regulations on conduct for state management agencies, organizations and individuals doing tourism business and tourists, conduct for organizations and individuals related to tourism activities and service business such as: dress, attitude, environmental protection awareness. The Provincial People's Committee has also issued separate regulations for the people in the province such as: dress must be polite, suitable to local traditional culture, use appropriate language in public places, especially historical and cultural relics. Regarding conduct, have a spirit of love for the homeland, pride in the homeland, be friendly, hospitable, respectful, enthusiastic in helping tourists; Do not use vulgar or uncultured language, use alcoholic beverages in a controlled manner, do not make noise or cause disorder in public places; be aware of protecting the landscape and natural environment...

In order to realize the goal of turning tourism into a spearhead economic sector, in addition to the specialized resolutions on tourism development of the Provincial Party Committee through the periods, the Provincial People's Committee has issued Decision No. 34/2015/QD-UBND on the Regulations on management, protection and promotion of the value of historical-cultural relics and landscapes ranked in Ninh Binh province. In addition to the regulations on protection and management according to the Law on Cultural Heritage, the Regulations also clearly stipulate that relic sites must have the consensus of the people and activities must comply with regulations on cultural and civilized lifestyle. The promotion and introduction of relics need to pay attention to educating traditions and creating impressions to attract tourists to visit the relics.

For the young generation, Ninh Binh province has a plan "Building a culture of behavior in schools in the period of 2018 - 2025 in Ninh Binh province". To implement this plan, Ninh Binh province has directed the development of extensive propaganda tasks, creating strong changes in the young generation, the future generation of Ninh Binh about the culture of behavior, lifestyle, ethics in schools and public places; about attitudes, behaviors, and standard language to build a culture of behavior for each individual in the community. Implement well the strategy of training, building, and fostering a culture of behavior in public places for students in schools. Encourage students to learn about local historical values, understand more about the cultural traditions of their families, communities, and hometowns in Ninh Binh.

The province has also issued a Code of Conduct for officials, civil servants, public employees, and workers at offices to build cultural, civilized, and professional agencies. Promoting the spirit of serving people and visitors effectively, having standards of conduct in performing public duties, and at the same time setting an example for people in service style and performing tasks. In the Code of Conduct issued by the Provincial People's Committee, there are 6 general rules regulating the working attitude when receiving people with a friendly, enthusiastic, responsible, and dedicated style. The detailed rules for each group of officials in management and service activities have also contributed to the general orientation for people in their behavior in public places.

Thus, it can be seen that Ninh Binh province has paid great attention to public behavior culture and linked the development of public behavior with tourism development, making tourism a key economic sector and at the same time educating people about public behavior associated with building local brands and images.

In the orientation of tourism development, making tourism a key economic sector of Ninh Binh province, propaganda and education activities on public behavior associated with building local brands and images are very important. Therefore, it is necessary to have a specific strategy to clearly identify local cultural identities, and incorporate those cultural identity values into propaganda and education content for people. In particular, it is necessary to specify each content suitable for each age group, occupational group, and social group. In particular, it is necessary to link propaganda content on cultural identity and local brands with training courses for people serving tourists, including tourism businesses, people participating in tourism services, students, etc.

Ms. Duong Thi Thanh, President of Ninh Binh Tourism Association shared: The rules of conduct in public places will contribute significantly to the development of tourism and service industry in Ninh Binh province. Because for tourists, the first impression is the friendliness, enthusiasm and thoughtfulness along with the understanding of culture, people, natural environment of each person, tour guide will help Ninh Binh tourism brand become more famous and widely accepted.

We believe that the most unique features of Ninh Binh easily enter the hearts of tourists through the friendly and hospitable behavior, delicious food, beautiful scenery and the wisdom and professionalism of tour guides and local people will be important social resources to help Ninh Binh tourism continue to develop, truly becoming the province's spearhead economic sector in the orientation to 2030.

Nguyen Thom

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