HO CHI MINH NATIONAL ACADEMY OF POLITICS

DOAN THI THANH THUY

THE VALUE OF CULTURAL HERITAGE AND TOURISM DEVELOPMENT IN CAPITAL TODAY (The case study of the of Literature - Quoc Tu Giam)

SUMMARY OF THE PHD THESIS FIELD OF STUDY: CULTURAL STUDY CODE: 62 31 06 40

HA NOI - 2018

The thesis is completed at Ho Chi Minh National Academy of Politics

Supervisors: Assoc. Prof. NGUYEN DUY BAC Dr. NGUYEN VAN LUU

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The thesis will be defended in front of the Thesis Committee at Academy level organized at the Ho Chi Minh National Academy of Politics

At…… hour…… date …… month …… 2018

The thesis can be found at: The National Library The Library of Ho Chi Minh National Academy of Politics 1 INTRODUCTION

1. The necessity of the topic Thang Long - Hanoi, the sacred land of extraordinary people, has long been known as a famous tourist destination insides and outsides the country. Over a thousand year of development, the capital of Hanoi has kept its immense cultural and intangible cultural values. Among the tourist attractions of Hanoi today, it is possible to say that the Temple of Literature is an attractive tourist destination, which has witnessed a growing demand for visiting of tourists. One problem is that the cultural heritage values of the Temple of Literature have become a source of tourism development in Hanoi. This is a manifestation of the relationship between culture and economy in the process of sustainable development today. How to maintain and exploit the cultural values of this heritage for tourism development is a matter of serious concern. Thus, the study of the cultural values of this monument with the development of tourism in the capital Hanoi in general and the Temple of Literature in particular is a matter that the thesis pays attention to analysis and assesses. 2. Literature review In order to fit the content of the study, the PhD student overview the related documents, divided into three major areas: - Research documents on cultural heritage values with tourism development, which includes: + Research documents of foreign authors + Research documents of the author in the country - Research documents on cultural heritage values and tourism development in Hanoi capital - Research documents on cultural heritage values of the Temple of Literature and National Museum with tourism development - Issues that need to be further researched: Promoting the cultural heritage values of the Temple of Literature and the National Assembly in order to develop economic resources through tourism activities in Hanoi. 3. Research purposes and tasks 3.1. Research purposes To clarify the cultural heritage values and promote the cultural heritage values of the Temple of Literature and the National Assembly with tourism development in Hanoi capital. To discuss the issues raised to further promote the cultural heritage values of the Temple of 2 Literature in the context of the development of Hanoi tourism both in the short and long term. 3.2. Research tasks - To overview research situation related to the topic and theoretical basis of the thesis; - To generalize information on the Temple of Literature and its cultural heritage values; - To identify the exploitation of the cultural heritage values of Temple of Literature with the development of tourism in Hanoi capital today; - To propose issues related to the preservation and promotion of the cultural heritage values of the Temple of Literature with the development of tourism in the capital. 4. Research objects and scope 4.1. Research objects The role of the cultural heritage of Temple of Literature - National Museum with tourism development in the capital of Hanoi today. 4.2. Research scope - In terms of time Promoting the cultural heritage values of the Temple of Literature and the National Museum with tourism development in the Hanoi capital in the renovation period (2012-2017). - In terms of space The thesis focuses on research in the Temple of Literature in the Hanoi capital. In addition, the space is expanded over Hanoi and the country with tourism activities linked to the Temple of Literature. 5. Methodology and research method 5.1. Methodological basis In order to implement the topic, the thesis is based on the methodology of the Marxist theory of the dialectical relationship between economics and culture in "real life". At the same time, it applies the viewpoints of the Communist Party of on the role of culture with the socio-economic development in our country today. 5.2. Research Methods - Interdisciplinary method in cultural studies - Field method - Methods of synthesizing documents - Sociology method - Method of analysis and synthesis. 3 6. Results and contributions of the thesis 6.1. In terms of theory The thesis systemizes the concepts of cultural heritage values, analyzes cultural heritage values with tourism development, and then researches the issues raised with tourism development in the Hanoi capital today. 6.2. In terms of practice The results of the thesis can give local cultural managers and economic managers some necessary suggestions when making policy decisions, developing appropriate tourism development policies, promoting benefits of cultural heritage values of Temple of Literature - National Museum with tourism development. 7. Contents of the thesis In addition to the introduction (6 pages), the conclusion (3 pages), the reference list (15 pages), the appendix (34 pages), the thesis structures into 4 chapters, 12 periods, namely: chapter 1. Overview of research related to topic and rationale (38 pages); Chapter 2. Overview of the Temple of Literature and the Temple of Literature (32 pages); Chapter 3. Identification of the cultural heritage values of the Temple of Literature and the National Museum with tourism development in Hanoi today (48 pages); and chapter 4. Issues raised by the promotion of the cultural heritage of the Temple of Literature and the Temple of Literature with tourism development in Hanoi capital (29 pages).

Chapter 1 LITERATURE REVIEW OF THE RESEARCH RELATED TO THE THESIS AND ITS RATIONALE

1.1. LITERATURE REVIEW OF THE RESEARCH RELATED TO THE THESIS 1.1.1. Research works on cultural values and tourism development 1.1.1.1. Research works by foreign authors In this section, we present only the views of some of the great scholars who are of interest to such scholars as: antonio paplo rusco, dallen j. Timothy, gyan p. Nyaupan, gaetano m. Golinelli, andrew wheatcroft, arthur pederson, lucas lixinski, anna leask, huibin… 1.1.1.2. Research works of the author in the country The authors have explored the relationship between tourism and culture, the effects of culture on tourism, the effects of tourism on culture, 4 impact on basic elements of culture in both positive and negative directions. Promoting the role of cultural heritage, the authors argue that the diversity of cultural heritage is a precondition for the formation of unique tourism products. In Vietnam, the exploitation of world cultural heritages is also proposed: systematizing rationale on tourism resources (cultural heritage), identifying characteristics of cultural heritage and the rational exploitation of cultural heritage values in order to develop tourism. 1.1.2. Research works on the value of cultural heritage and tourism development in Hanoi capital Research documents on cultural heritage or values of cultural heritage Thang Long - Hanoi are very rich and written in many different languages. According to the socio-economic survey report of the topic kx.09, the advantages of the capital are assessed: economic potential, geographical location, natural conditions, cultural resources. In term of cultural resources, the long tradition of culture, large intellectuals, historical-cultural relics, the intellectual level, the value of ancient architecture are leading elements. During 1000 years of construction, protecting the capital, generations of Thang Long - Hanoi have created extremely rich cultural values. The cultural heritage of Thang Long - Hanoi contains enormous tourism potential. One of the most effective measures to preserve and promote the value of cultural heritage is to promote tourism development. 1.1.3. Research works on cultural heritage values of the Temple of Literature and National Museum with tourism development * reseaches on the value of the monument * reseaches on the exploitation of the literary heritage values of the temple of Literature and National Museum with tourism development 1.1.4. Issues that need further research First, in terms of theory, the thesis should further clarify the relationship between cultural heritage and tourism (sustainable development). Second, in terms of practice, the thesis focuses on the following issues - Analyzing the subjective and objective factors affecting the cultural heritage values of Temple of Literature and Culture and Tourism with the development of tourism in Hanoi capital. - Pointing out the positive, negative aspects of the exploitation of the cultural and literary heritage of the Temple of Literature and the development of tourism in Hanoi capital today. 5 Third, the thesis researches the issues raised with the promotion of the cultural heritage of the Temple of Literature with the development of tourism in Hanoi capital. 1.2. BASIC THEORETICAL ISSUES 1.2.1. Concept of value, cultural heritage value 1.2.1.1. Concept of value Based on the overview of the research situation related to the topic of the thesis, the concept of "value" has not been agreed upon in the scientific world and in our country. Postgraduates comprehend the concept of the author Tran Ngoc Them (2016) in the document: Vietnamese Values from Tradition to the Modern and the Way to the Future of as follows: "value is the nature of the objects, judged by the subjects as positive in comparison with the object of the same type in a particular spatial and temporal context" He pointed out four criteria for identifying value: (1) the nature of the objects (things, phenomena, states, activities ...); (2) Being assessed by the subject (person) as positive; (3) Considering in relation to other objects of the same type; (4) being located in a specific spatial-temporal context. 1.2.1.2. The concept of cultural heritage values * the concept of “heritage“, in Vietnamese- Chinese words: heritage is the product of the previous era left for the next generation, the next era, which is recognized and used by the next generation, Referring to the heritage, it should be expressed in two aspects: the objective and subjective. In terms of objective aspect: heritage is what the previous generation created and left for the next generation, the next era; objectively exists for the next generation, the next era. In terms of subjective aspect: Although the heritage exists objectively, it should be recognized and used by the next generation, the next era. Otherwise, it is not considered heritage or legacy. The Cultural Heritage Law has been written down by the National Assembly of the Socialist Republic of Vietnam: "Cultural heritage includes intangible cultural heritage and material cultural heritage, spiritual and material products, historical, cultural and scientific values which are passed from generation to generation. " Law on cultural heritage divides cultural heritage into two types: intangible cultural heritage and tangible cultural heritage. 6 * The concept on cultural heritage values, cultural heritage law emphasizes that what is considered a cultural heritage must have historical, cultural and scientific values, not all things that human creates. Thus, within the concept of heritage, value holds a central role, distinguishing all cultural phenomena in general from cultural phenomena that are considered heritage. 1.2.2. The concept on conservation, promotion and exploitation of cultural heritage values Conservation, promotion and exploitation of cultural heritage values are activities that transform the values of cultural heritage into a source of socio-economic development. Conservation, exploitation and promotion are always linked together in the building and development of culture. Only if the value of the heritage is promoted and exploited, there are grounds for conservation. Conservation is the basis for creativity, service to promote and vice versa promote and exploit to help preserve cultural heritage more effectively. The important form of promoting and exploiting the heritage value through tourism. Summary of Chapter 1 Chapter 1 overview the research on topics related to the topic and present basic reasoning issues of the thesis. The first one mentioned in Chapter 1 is an overview of research related to the topic including: research on cultural heritage values with the development of tourism in general of foreign and domestic scholars; research works on the value of cultural heritage with tourism development in Hanoi capital and research works on cultural heritage values of the Temple of Literature and the development of tourism. The second is to present the rationale: value concept; cultural heritage values; the concept of conservation, promotion and exploitation of cultural heritage values; the application of theories in the thesis: theoretical views on the culture of the Communist Party of Vietnam; theory of sustainable development and sustainable tourism development. The promotion and exploitation of cultural heritage values in tourism development has not been laid out comprehensively, deeply and specifically from a cultural perspective. This is a gap in the research on the cultural heritage of the Temple of Literature that the subject of thesis will continue to study.

7 Chapter 2 OVERVIEW OF THE TEMPLE OF LITERATURE AND IT’S VALUES

2.1. OVERVIEW OF THE TEMPLE OF LITERATURE 2.1.1. The formation and existence of the Temple of Literature Historical vestiges of the Temple of Literature are currently located in the Temple of Literature - Quoc Tu Giam , Van Chuong of Dong Da district and Dien Bien ward of Ba Dinh district, Hanoi. The complex covers more than 54,000 square meters. Since its inception, the Temple of Literature has always existed and developed in the present place. This place belongs to the south of the historic Thang Long citadel, with the position "reluctant to turn" meaning to bring about continuous development. Building the Temple of Literature in the South of the city with the purpose of the desire for literature, education, knowledge of the country is always developing. Over the centuries and social upheavals have altered some of the physical elements of the Temple of Literature. Most clearly, two yard area from the entrance and Khue Van Cau was added in the early nineteenth century. 2.1.2. Cultural space of the Temple of Literature Historical monument complex is composed of two zones: inner and outer zones - The outer zone consists of Ho Van in front of the Temple of Literature and the Giam garden is outside the surrounding wall on the right side of the monument. Between Ho Van with Kim Chau mound, on the masonry building is the place where the poetry of the old Confucian poetry. - The Temple of Literature is the interior of the monument which is separated by noisy space from the outside with brick wall built around and divided into 5 different layers of space, each layer is separated by The interlocking door has one central door, two side doors on each side, and host architectural elements: Van Mieu Gate, Dai Trung Gate, Khue Van Cac, Dai Thanh Gate, Sanctuary, Thai Hoc Gate and finish the Thai Hoc zone. 2.1.3. Current formation at the Temple of Literature In 1988, the People's Committee of Hanoi decided to set up the Center for Scientific and Cultural Activities of the Temple of Literature. The center has conducted surveys and plans to renovate and renovate the whole area of cultural and historical relics. Besides renovating and restoring ancient architectural works, the Center also paid special attention to the protection of the landscape and environment of the monuments. 8 In 2017, the People's Committee of Hanoi has approved the project of the court and embellish Kim Chau Ho Van. Completed works are places of cultural and artistic activities and connected with the inner self into a whole body of relics. Thanks to all efforts and renovation projects. Thus, the ancient appearance of the monument has been restored, making it a cultural tourism space, one of the most attractive domestic and international visitors in Ha Noi capital. 2.2. TYPES OF CULTURAL HERITAGE IN THE TEMPLE OF LITERATURE 2.2.1. Material cultural heritage - Ho Van - Temple of Literature - Great Middle School - Van Cac - Thien Quang well - Doctor steles - Dai Thanh, Ngoc Thanh, and Kim Thanh - Van Mieu, Ta Vu and Huu Vu - Khai Thanh - Quoc Tu Giam temple 2.2.2. Intangible cultural heritage 2.2.2.1. Center for Education and Training in the Middle Ages Van Mieu - Quoc Tu Giam, from the beginning, is not only a place of worship Confucius, but also a place to train people who later held the leadership position of the country. 2.2.2.2. To encourage learning, respect talent people The temple of Literature - Quoc Tu Giam is a place to worship the enlightenment of Chinese and the noble of the country. That shows the wisdom of the Ly dynasty’s King and the continuation, inheriting the cultural traditions associated with the cause of opening the nation. It can be said that the birth of the temple of Literature along with many other Confucian institutions are evidence of a national culture. Today, the temple of Literature is the place where the State holds scholarships, academic degrees for outstanding intellectuals, commends outstanding students, and organizes annual fellowships on the full moon in January. In particular, before the exam, the students here "begging", "sewing". Every spring, people everywhere eagerly offered to burn incense at the Temple of Literature with the expectation of learning to come to "the success ". 9 In addition to the above mentioned meanings, the temple of Literature is also a place to preserve the precious cultural relics of old generations, to preserve the hieroglyphics, the sentences for the majority of contents to honor the study, study encouragement and promotion. Besides, there is also a system of stone steles bearing the names of the academic grades of the nation. 2.3. THE VALUES OF CULTURAL HERITAGE AT THE TEMPLE OF LITERATURE 2.3.1. Historical value The Temple of Literature - Quoc Tu Giam is an important monument of the nation, which preserves and honors the study and preserves the most outstanding values of the Vietnamese culture. This is the convergence and diffusion of historical and cultural depths over time, with the striking values of the good and the good, the wisdom and the knowledge of whole hero nation. Doctorate steles at the Temple of Literature are an invaluable cultural asset of the Vietnamese nation, a symbol of honoring the piety of learning, the tradition of training talented people to enrich the country. 2.3.2. Symbolic cultural value The Temple of Literature has a special symbol of intellectual, spiritual and cultural traditions of the over thousands of years of development reaching the level of civilization. Khue Van Cac, bearing the distinctive mark of culture and civilization of Vietnam. With that in mind, the capital of Hanoi chose Khue Van Cac as the logo that implies wisdom to make way for the future, in other words Hanoi is looking forward to the future, building the future on the basis of wisdom. Intellectual property. Through the Law on the Capital, on 21/11/2012, 385/468 delegates agreed with the selection of images Khue Van The in the Temple of Literature is the symbol of Hanoi capital. 2.3.3. Educational culture values The Temple of Literature is the place of worship Confucius - who is considered Confucianism. Confucius is a brilliant thinker, a cultivator, a learned scholar of in particular, of humanity in general. Confucius' contribution to the culture, human education is enormous, humanity deep. For the VMQTG not only serves as a place of Confucian worship, it also serves as a high-level Confucian training center for the whole country, closely linked to the regime of study, examination, recruitment, and retention. Talented people of the country. The Temple also worshiped outstanding pupils of Confucianism such as Chu Van An 10 (1292 - 1370). He is an outstanding teacher of the nation, knowledge of the time of the country. With 82 monographs named Ph.D., these are valuable treasures of history, culture, education, philosophy and education. 2.3.4. Value of spiritual culture The Temple of Literature - Quoc Tu Temple is built according to the pattern of learning shrines, and is a holy place of worship as well as a school. Since its inception, over the centuries, the Confucian sacrifice ceremony has been carried out twice a spring in February and August. The Temple of Literature - Quoc Tu Giam, a relic associated with the establishment of Thang Long capital under Ly dynasty, most typical for Hanoi, for the country's thousand years of civilization, is also considered a spiritual realm. 2.3.5. Value of architecture, aesthetic – art The values of the architectural, aesthetic and artistic landscape of the Temple of Literature are clearly reflected in the overall site of the monument and each of its elements. First of all, basically reserve the structure and integrity of the Temple of Literature, traditional style of Eastern architecture. 2.3.6. Economic and tourism values Every year, the Temple of Literature has average visitors from 1.4 million to 1.6 million, revenue reached over 40 billion. Services for tourism: handicrafts, restoration of traditional craft villages; communications; banking, transportation; construction ... Tourism in the Temple of Literature led by the development of other economic sectors, promote regional economic development, increase the ability of urbanization. Direct services for tourism such as hotels, travel, souvenir production, food services ... strongly develop. Summary of Chapter 2 In Chapter 2, the thesis has an overview of the Temple of Literature and culture values at the Temple of Literature. The main contents of the study are: the establishment of the conservation and rehabilitation process of the Temple of Literature, cultural space of the Temple of Literature; the current renovation of the Temple of Literature; culture heritage types in the Temple of Literature with the objective culture heritage, namely: Ho Van, Van Mieu Mon; Middle Ages; Khue Van The, Thien Quang well with unique architecture. In addition, the Temple of Literature is an intangible relic, where enrolled masters through the examination (shown in 11 the 82 steles of doctors) expression for the tradition of learning the nation. Of historical and natural, the Temple of Literature still retains the ancient design, a relic complex containing many valuable human values of the capital Hanoi in particular, the country in general. Those culture heritage values at the Temple of Literature that are: historical value; cultural icon value; cultural and educational value; spiritual values; value of architectural landscape, artistic aesthetics; tourism value and economy.

Chapter 3 RECOGNIZING AND EXPLOITING CULTURAL HERITAGE VALUES OF TEMPLE OF LITERATURE WITH TOURISM DEVELOPMENT IN HANOI TODAY

3.1. THE CULTURAL HERITAGE VALUES OF THE TEMPLE OF LITERATURE AND THE FORMATION OF TOURISM PRODUCTS 3.1.1. Tourism products of adventure travel Products of adventure travel to explore and experience the Temple of Literature primarily is the landscape, architecture. The first area: From the entrance of the Temple, follow the straight brick-tiled path, visitors will go to the second gate which is the Great middle gate consisting of 3 rooms built on high brick, tile roof, three rows of columns. There are two small doors on the both sides which are accomplished Virtue gate and Attained Talent Gate. There are many green trees insides, shade making visitors relaxed when walking in the mighty, quiet place. The second area is from the Great Middle Gate to Constellation of Literature pavilion, built in 1805. Constellation of Literature pavilion is a square floor with 2 floors, 8 roofs, with two gates: crystallization of Letters Gate and Magnificence of Letters gate whose meaningful names are to praise the beauty and value of literature. Constellation of Literature pavilion can be seen as unique architecture, a symbol of culture and literature in Vietnam. The third area of the temple complex are Well of Heavenly Clarity and Stelae of Doctors system. Well of Heavenly Clarity is also known as Literature Lake with square shape filled of water throughout year. The water is flat and becomes the mirror of Constellation of Literature pavilion The fourth area, the main area of the Temple of Literature. The two sides of the yard are left block and right block, each row has 9 halls, built on a high floor, brick- tiled roof, nail embankment style, the structure of “husbands”. 12 The fifth area is Thai hoc building, formerly the Temple of Literature, where trained talents for the dynasty. In 1999, Thai Hoc was rebuilt with architectural scale in harmony with the scenery of the front temple. Besides, it can be said that in the tourism programs of companies in Hanoi, the "Temple of Literature" always appears as a valuable tourist attraction, a place of interest, is the connection formed in the tour of tourists in Hanoi capital. 3.1.2. Tourism products of survey, scientific research travels * To survey, research the history, culture, education of Vietnam This group consists of domestic and foreign scientists, cultural researchers, educators, and historians who visit the middle Ages, research documents in the Temple of literature, ancient architecture, Stele of Doctors... * Study tour Tourists can learn mainly on topics of interest such as study of Confucius education; content and teaching methods, exam issues; Confucius' role as an educator; classroom size, learning and teaching. In addition, they also study architecture, painting, sculpture (symbols of idols, paintings, statues and ornaments, letters, patterns of beads) and ways of management and operation of the Temple of Literature as a national educational institution. * Talent and study promotion Visitors are usually primary school students, junior high school students and senior high school students ... they often go to school with the desire to visit directly in conjunction with the tour guide who introduce the history, traditions of fondness for learning, honesty, respect for talents, prestige of the nation, praise for the spirit and results of learning, which encourages them to strive for better learning 3.1.3. Tourism products to participate in cultural – social, entertaining activities - With the space of ancient space, the relic of the Temple of Literature is a prestigious place for agencies to select places for organizing cultural, artistic, festive and scientific activities. A number of cultural and artistic activities such as the ceremony of honoring the national culture, the opening ceremony of spring pen, honoring the pottery bowl, introducing Hue royal court music, the festival of ca tru nation; photo gallery, young calligraphy; , honorary deed, cultural heritage 13 education, Hanoi tourism festival, small age poinsettia competition, reading festival ... 3.1.4. Tourism products of spiritual ritual practice - Opening ceremony of spring pen Visitors asking for letters is a beautiful feature, a sign of faith, a gift of social, philosophical and spiritual meaning, creating cultural exchanges in the community, together towards the true-the good- the beautiful. It is also a tradition of the fondness for learning of the Vietnamese people. - Ceremony for exam praying Before the exam, there were a lot of candidates and parents coming to the temple to pray the luck. Many people believe that writing their name and wish list on the gold board will bring them luck in the examination. There are a lot of candidates are clearly written down their full names, identification number, the examination room displayed on the altar, honored in front of the cathedral inside the Attained Talent Altar. - Incense ceremony It is the activity of the school and students carried out with extremely dignified, respectful and solemn atmosphere. The incense ceremony has become a traditional activity of the school before the end of the school year, showing the sincere devotion deserving the support of predecessors, with the meaning of study encouragement, traditional promotion. 3.1.5. Integrated tourism products meet many needs The visitors to the Temple of Literature are from different places, with different degrees and not the same age. The desire to experience, sightseeing, discovering not only help them acquire the most basic information about the relics, but also have moments of peace, relaxation in an ancient architectural space. 3.2. SITUATION OF CONSTRUCTING AND EXPLOITING TOURISM DESTINATION AT THE TEMPLE OF LITERATURE 3.2.1. Organize the destination space In terms of organizing destination space, it is fundamental to plan the space; renovate, embellish relics; create and display products; Promote in mass media... * The works of preserving, embellishing and restoring relics has been promoted since the official cultural heritage law took effect, the protection and promotion of cultural heritages, the investment in anti- degradation. The monuments and architecture here are regularly supervised and carried out to achieve high results. All works are implemented under the regulations of the Cultural Heritage Law and the 14 circulars of the Ministry of Culture, Sports and Tourism on preservation, restoration and embellishment of cultural and historical relics, landscapes. * Organizing displays and exhibitions The Temple of Literature displays the artifacts made at the spaces of the pre-worshiping and harem houses, displaying some precious objects such as big bells, stone pillars, vase, parallel sentences, "vạn thế sư biểu" (the typical teacher of life). Nha Thai Hoc space has a gallery showing the history of the Temple of Literature, preserving many artifacts of Confucianism, academic history, pens and ceramic artifacts such as bowls, cups, terracotta tiles, vamp tile ... found underground of the Temple. * In terms of preservation, collection of materials More than 600 , more than 500 photos of conferment, 6000 photos of relics, 25 genealogies, over 2,000 pages of documents of Han Dynasty (before compositions, poems, essays of doctors ...); more than 2,000 sentences, horizontal; translate hundreds of epitaphs; set up more than 200 research records of the relics ... with the database which helps to serve the topics of conserving and promoting the value of relics and famous scholars, especially visitors to understand more about excellent graduates named on the doctor's stele, thousands of artifacts, documents. The most precious is the national treasures. 3.2.2. Formation of services * Demonstration guide In the past, visitors felt visually about the architectural landscape of the Temple of Literature and listened to the narrative undertaken by the media education. For foreign visitors, the center's interpreters were introduced to visitors in three languages: English, French, Chinese, and Vietnamese. At present, with the dynamic, constantly changing situation, on 11/1/2018, the center of science and technology of the Temple officially introduced the system of automatic instructions and narrative. Signboard system includes instructions to separate the way for visitors, instruction in artifacts, monuments designed and implemented by France experts. Guests can experience the automated voice introductory system introducing 32 points in 8 different languages: English, French, Spanish, Japanese, Korean, Thai and Vietnamese. Visitors can find out more about the cultural heritage of the Temple of Literature. * Study encouragement activities: Every year, there are many students from all over the country coming to visit and offer incense offering at the relics. 15 Attending the incense ceremony of the students usually has two parts: the ceremony honoring the Saint, the kind fairy and famous man worshipped at the Temple of Literature, narrators introduce about thirty monuments and traditions faculty delegation with visiting delegations. The school children also incorporate a well-publicized, award-winning, or team-based program. This is a highly meaningful educational activity that attracts teachers and students to prepare for the graduation exam, college and university entrance exam. * Opening ceremony of Spring pen: from the "spring pen ceremony" in 2014, the center has coordinated with the relevant organizations held in the lake area. Every year with the "the masters" who write and advertise, introduce the traditional culture of the Vietnamese through the analysis and interpretation of letters such as: human, ceremony, meaning, faith, happiness, peace, patient ..., exhibition of typical calligraphy works. Many activities such as recreating the field scene, introducing traditional products, folk lines, organizing folk games, organizing food stalls, performing traditional music. In early 2018, up to the 4th lunar year, there are more than 10 thousand visitors coming to get the new years’ words. This causes overloading of the monument, in addition to affecting the environment and durability of the heritage. * Souvenir business At present, there are 6 stalls selling souvenir services (relic area with no restaurant, living quarters) located in or from the legendary area,) and front line, the first step back (Thai Hoc area). Products are mainly handicrafts, paintings, pictures, statues, learning tools ... in recent years, to renovate the service, souvenir products with the characteristics of the relic as : the image of the Constellation of Literature pavilion in the form of porcelain plate, copper plate, key hook, the turtle model on the Stele of doctors carved the words: “graduate, success” ... * Borrowed costume services Contributing to renovate the service mode, the Temple of Literature enables visitors to borrow robes when visiting places of worship at the Attained talent palace and the back block of Nha Thai Hoc. The shirt was inspired by the old and stylized warriors' shirts. With the elegant color and spirit of the costumes compatible with the cultural tourism space. 3.2.3. Establish institutions of organization and management On April 25, 1988, the People's Committee of the City issued Decision No. 1776 / qd / ub on the establishment of a center for cultural and scientific 16 activities of the Institute of Literature and International Studies with the following functions and tasks: managing the relics of the Temple of Literature; organizing scientific and artistic cultural activities to serve the cause of capital construction and development; organizing tourist guide tours; Planning the protection and embellishment of relics; Equipping the necessary means to promote the effect and meet the requirements of scientific and cultural activities. 3.2.4. Organizing the propaganda and publicity Every year, the Temple of Literature has printed leaflets in English, French, and Vietnamese to propagate and introduce to domestic and international visitors about relics. Moreover, it successfully organized the contests for the study of the monuments of the Temple of Literature for junior high school students of some schools in the capital city of Hanoi. The center regularly cooperates with world heritage magazines to enact a special issue of the Temple of Literature to promote the image of the monument, the value of the doctoral Stele with the world. Coordinating with the media agencies through a number of cultural programs of the Hanoi Television and Station on the history and the development of the Temple of Literature as well as Vietnamese Confucius education. 3.3. CONTRIBUTIONS OF THE TEMPLE OF LITERATURE TO THE DEVELOPMENT OF TOURISM IN HANOI 3.3.1. Tourist attraction Statistical data through the sale of tickets to visit monuments in the Temple of Literature shows that the number of visitors has increased. In 2012, 2013, 2014 the number of guests was stable. In 2016, the number of visitors compared to 2015 has increased to 259,000 visitors. In 2017, the number of visitors was 1,623,000, an increase of about 20% compared to 2016. Thus, the average daily was about 500 to 600 visitors coming to the Temple of Literature. 3.3.2. Increase the proportion of tourism income for the budget of Hanoi - In terms of tourism revenue: With the attraction of domestic and foreign tourists, the revenue from tourism in the Temple of Literature in the past years has made a definite contribution to the revenue of the tourism industry in Hanoi. The revenue at the monument of the Temple of Literature is mainly from the ticket sales, the rest is partly from other income from services such as souvenir stalls, collection of merit ... 17 In 2012, the revenue was 26.82 billion VND; in 2016 was VND 41,146,500,000; 2017 was VND 46,000,000,000. - To increase income for people and stimulate restoration of some traditional jobs In general, tourism service activities have a positive impact on the economic restructuring of the locality. Tourism development contributes to the creation of jobs in the area of tourism resources. It is not only the working-age people, but also the working-age population, such as children, that can participate in tourism activities. 3.3.3. Branding destination for tourism in Hanoi, promoting the country, people and culture in Vietnam The historical and cultural values of the Temple of Literature make it a popular cultural tourism destination of the capital, also the popular destination of international delegations and heads of countries. 3.4. GENERAL ASSESSMENT 3.4.1. Achievement The cultural and scientific center of the Temple of Literature is one of the historical and cultural relics of Hanoi. Through thick and thin of history, so far this monument has retained the cultural values that form the basis for creating tourism products for tourists: exploring tourism; survey and scientific research tourism; participating in cultural and social activities, entertainment and recreation; practicing spiritual rituals; mixed tourism needs. With the organization of the space to visit the Temple of Literature, such as space planning, exhibits, relics ...; forming services such as guiding services, souvenir services, convention services ..., building institutions, organizing institutions or conducting propaganda. All these factors contribute to the cultural heritage value to becoming important products in the tourism development of the Temple of Literature. As mentioned above, for the Temple of literature, the value of cultural heritage plays an active role in tourism development First, the cultural heritage value becomes a resource for tourism development. Second, the cultural heritage value contributes to economic restructuring. Third, cultural heritage value enhances the standard of living of the people. 3.4.2. Limitations and causes * Limitations 18 - The center of the Temple of Literature does not have a specialized department responsible for managing tourism services. Tourism personnel only have a limited knowledge of tourism. - Souvenir products are monotonous, the quality is not high. There are not only souvenir products that represent the monuments of the Temple of Literature. - The propaganda, promotion, introduction of the relics is still limitations. * Reasons - Lack of human resources for tourism. With the specific characteristics related to the graveyard relics, the requirements of the work of tourism at the monuments of the Temple of Literature must have knowledge of tourism and knowledge about the doctrine of Confucianism, sentimentalism of the country. Moreover, to promote the value of cultural heritage literature, the knowledge of the Han Dynasty, architecture ... is also a very necessary. - The combination of tasks and functions of the center of scientific and cultural activities of the Temple of Literature should be harmonious and pay attention to promote the economic value of the heritage through tourism activities... Summary of chapter 3 In chapter 3, the thesis has identified the exploitation of the cultural heritage of the temple and the development of tourism in Hanoi today. Postgraduates find that this is a cultural exploring tourism, a fascinating attraction with the tourism products that are: tourism exploring the world; survey and scientific research tourism, to participate in cultural and social activities, entertainment and recreation; practicing spiritual rituals; General tourism meets many needs. Through studying the actual situation of construction and exploitation of tourist destinations in the Temple of Literature on the organization of destination space; formation of services; establishment of institutions, organizations, management; Branding destination for tourism in Hanoi. Organizing propaganda and promotion at the Temple of Literature have brought pride in the value of cultural heritage ethnic, attracting guests, at the same time, increasing the proportion of tourism income for Hanoi and raising living standards for local communities. Besides, the contribution of promoting, introducing culture, country, people of Vietnam for tourists, especially international visitors. From cultural heritage sites, intangible cultural heritage is also the convergence of Hanoi with tourism development. 19 However, the exploitation of the cultural heritage values of the Temple of Literature is also addressing a number of issues that need to be addressed both in theory and practice, and in the issues to be discussed.

Chapter 4 PROBLEMS PROPOSED FROM THE PROMOTION OF CULTURAL HERITAGE VALUE OF THE TEMPLE OF LITERATURE WITH TOURISM DEVELOPMENT

4.1. THE ROLE OF CULTURAL VALUES IN TOURISM DEVELOPMENT IN THE CAPITAL HANOI IN GENERAL From the research on the heritage value of the Temple of Literature with tourism development, the thesis deals with the role of cultural heritage values in tourism development in Hanoi capital according to the "bright points", which can be seen as: When it comes to Hanoi, people usually think of a capital of culture, the political, economic and cultural center of the country in the historical period. Hanoi capital has a long cultural process, a rich cultural treasure. Traditions, values of Hanoi cultural heritage are crystallized in lifestyle, way of thinking, ways of doing, the lifestyle of people here. Hanoi people are famous for their chivalrousness, pride, sophistication, civilization, elegance and hospitality. Compared with other places, Hanoi has a geographical advantage, natural resources, but superior to the spiritual values that are cultural heritage. In order to develop tourism in the capital city of Hanoi, the exploitation and promotion of cultural heritage values is necessary because this is strength and a bright point in the cultural values of Hanoi capital. 4.2. PROPOSED ISSUES: INADEQUACIES AND CONFLICTS 4.2.1. Conflicts between exploiding needs and the preservation of cultural heritage values in tourism development Most of the cultural heritage areas in Vietnam have no specific tourism development plans, many of which are just short-term plans and retail projects, which results in indiscriminate investment. , there are no regulations on management and development of tourism activities. This is also the cause of the current practice in the heritage area, that is the limited investment. 4.2.2. Conflicts between the need to exploit cultural heritage values and the institutional inadequacies involved State management of tourism is slowly changing; travel laws and related laws and regulations, legal documents guiding the implementation 20 are incomplete and unable to mobilize resources for tourism development. Many policies are overlapping, bundling each other ... Management and implementation of tourism planning is still inadequate, efficiency has not been as expected. The management has ensured that sustainable development, security, safety, tourism civilization are lack of experience, lack of long-term vision, inefficiency and lack of sustainability, management, conservation and promotion. Heritage, environmental protection have not met the requirements. 4.2.3. Conflicts between limited human resources and the preservation and embellishment of cultural heritage values. The Temple of Literature is mainly focused on the management and exploitation of monuments to serve tourism. The conservation team in this organization is very amateur; Human resources directly involved in restoration are very little. Due to the absence of researchers, specialists of the cultural and scientific center of the Temple of Literature, the work of restoration and embellishment of the monument in the whole world will lack a strategy of restoring and embellishing the relics scientifically and sustainably. Besides, the cultural heritage values of the Temple of Literature passed from the predecessors have been writen in Confucian words on the books, letters, inscriptions, divine style, horizontal non-parallel sentences, letters, and mosaics, and the oral traditions of Confucianism which are difficult for future generations to absorb. The knowledge of traditional language and culture is either insufficient or superficial, and the confused literature is easily forgotten, destroyed, and forgotten. Facing such threats and challenges, not only the cultural heritage of the Temple of Literature but also other cultural heritages are threatened with destruction. 4.3. DISCUSSION ON THE PROMOTION OF CULTURAL HERITAGE VALUES - WITH SUSTAINABLE TOURISM DEVELOPMENT 4.3.1. Raising awareness about the role of cultural heritage in tourism development in Hanoi - First and foremost, it is a change in the perception of leaders in a number of state agencies in charge of culture, policy-making agencies, units and enterprises operating in the cultural field in Hanoi to fully understand the value of cultural heritage, aware of the need to exploit the cultural heritage value for tourism development. 4.3.2. Raising awareness of the promotion of cultural heritage values - Upholding traditional cultural values. 21 - Promoting the cultural heritage values for tourists. 4.3.3. Improvement of legal documents on the exploitation of cultural heritage values in the market mechanism - The tasks of completing and supplementing legal documents for the exploitation of cultural heritage values for tourism development in the context of market economy is a very necessary job. - The party and state policy party institutionalized and concretized in the law of cultural heritage will contribute to the socialization of protection and promotion of cultural heritage values. 4.3.4. The need to preserve and promote the value of cultural heritage associated with the construction of tourist destinations - First of all, it is necessary to build the brand of the tourist center of the temple. - The branding of the tourist destination of the Temple of Literature is to find out the typical and unique features which are the emotions, the impression, the history, the cultural traits of the people here. 4.3.5. The issue of human resource training Although the temple is a national historical monuments which are classified as national level, but now there are no specialized departments to organize the entire management of tourism services. Therefore, the management of services provided by various departments (maintenance room, environment, media education department, general administration room). Therefore, it is necessary to step up the training and development of human resources, especially high quality human resources, meeting not only the professional level, foreign language, occupation and communication culture, but also domestic and international travel activities ... 4.3.6. The issue of linking tourism to rational exploitation of cultural heritage values For tourism to be deloyed and implemented synchronously in a coordinated manner, it is required the participation of all levels. First of all, there should be direction from the managers. For the capital, Hanoi needs to pay attention to the specific advantages of the region such as cultural tourism, ecotourism, especially cultural tourism as the basis for developing tourism on the basis of promoting the cultural heritage value. In addition, the diversification of tourism products by putting into operation combined with the type of tourism such as ecotourism, weekend travel, entertainment ... so management board should actively cooperate with tourism companies in the capital to promote relics in the tourism programs of many companies in the coming time. 22 4.3.7. The issue of propaganda to attract tourists - Strengthening advertising on the mass media about the importance and value of heritage, the image of the country and people of Vietnam. Introduction of the characteristics of the Temple of Literature is not only valuable in terms of history, values of cultural symbols, cultural and educational values, spiritual culture values, architectural landscape values fine art ... is the place to organize cultural and social activities. - Promoting, advertising and forwarding tourism: building logos, video clips ... in a scientific way, suitable with the need to learn relics of all ages, visitors. Designing and editing the leaflet introducing relics to tourists with beautiful forms, good printing paper. Introductory content highlights the unique value of monuments. It is necessary to add Japanese and Korean in the cover, besides French, English. 4.3.8. The issue of building a management model combining conservation and promotion of the cultural heritage values of the Temple of Literature to develop culture and tourism. The model of the center with scientific and cultural activities of the present day, as its name implies, is the management model of cultural relics. In order to carry out the task of promoting the cultural heritage of the Temple of Literature with tourism development, it is necessary to supplement the management of tourism activities. There should be an additional tourism management department and a deputy director in charge of this important work. City People’s Committee

The director of the Temple of Literature

Vice- director Vice- director Vice- director

General Research - Tourism Media Department of

administrative Collective service Education Renewal - office Environment

Figure 4.1: model of organizing and managing cultural heritage of Temple of Literature and Religious Studies with tourism development proposed by the thesis author 23 Thus, with the above model (05 rooms), adding the function of tourism services, if the new model of cultural heritage activities with the tourism development in the Temple of Literature is implemented changes in perception and action of the unit associated two tasks of preserving and promoting the cultural heritage values at the Temple of Literature. Summary of Chapter 4 Through the process of researching and investigating the topic, the author of the thesis found some issues that existed, with the promotion of the cultural heritage of the temple and the development of tourism in Hanoi as follows: conflicts between the need to exploit and preserve the cultural heritage value; conflicts between the requirement to exploit the cultural heritage value of the temple and the inadequacy of the institution concerned; Conflicts between human resources to preserve and promote the cultural heritage values of the Temple of Literature and the development of tourism. At the same time, there is a need to discuss the values of the cultural heritage of the temple and the development of tourism in Hanoi today: raising awareness of the role of cultural heritage with tourism development in Hanoi capital; Improvement of legal documents on the exploitation of cultural heritage values in the market mechanism; preserving and promoting the cultural heritage value associated with the construction of destinations with tourist development; the issue of human resource training; The issue of linking tourism to rationally exploit cultural heritage values. At the same time, attention to tourism promotion and linkage is also a factor promoting tourism development. In addition, attention should be paid to the level of the sectors in exploiting the value of cultural heritage with tourism development.

CONCLUSION

1. Hanoi Capital is a land of thousand years of culture, where the convergence and shine of the culture of Vietnam. The values of history - culture of Thang Long - Hanoi are manifold in a rich and varied way, becoming a cultural resource for the current socio-economic development. Exploiting cultural resources for tourism development contributes to economic growth during the integration and international exchange of the Hanoi. Among them, there is a monument proposed that needs to be researched. 24 2. The exploitation of the cultural heritage values of the Temple of Literature and the development of tourism in Hanoi has been clarified both in theory and practice. In fact, the center of culture and science of literature and ethnology has paid attention and implemented, but there are still some issues to be implemented to achieve high efficiency. Hanoi is a capital where is rich in cultural resources, is a treasure of rich cultural heritage material. However, to find appropriate solutions for tourism development is still a problem to be addressed both policy and management capacity, as well as the sense of community in the development process. 3. In addition to the cultural heritage value and the dynamics of the staff of the cultural center of science and education, the role of the state is very important. It is the development and promulgation of a scientific policy system, in line with reality. Tourism development policies must promote the role of the local community, the people as the creator of cultural values and the owner and exploiter of cultural values in the development of tourism. Exploiting cultural values with tourism development is not for the purpose of raising the material and spiritual standards of the community, ensuring harmony between economic benefits and sustainable development. 4. Improving the quality and effectiveness of the preservation and promotion of cultural heritage values and development of tourism in the present stage should thoroughly grasp the party's view on the heritage value of tourism development. , to ensure the inheritance, renewal and recognition of the need to preserve cultural heritage values in the context of a market economy. To implement a system of comprehensive and synchronous solutions to improve the quality of this work. Based on the specific characteristics of the cultural heritage of the Temple of Literature, the subjects should be applied accordingly to improve the effectiveness of preserving and promoting the cultural heritage of the Temple of Literature. . 5. The thesis also poses a number of issues that need to continue research. It is the need to exploit and preserve the cultural heritage value, the exploitation of the cultural heritage value with the institutional inadequacies involved, between the human resources and preservation and restoration of cultural heritage with tourism development.

LIST OF AUTHOR’S PUBLICATIONS RELATED TO THE THESIS

1. Doan Thi Thanh Thuy (2014), "Some Thoughts on Culture in Socio- Economic Development", Journal of Culture and Arts, (359). 2. Doan Thi Thanh Thuy (2014), "Culture and Tourism in the Renovation Process", Journal of Culture and Arts, (358). 3. Doan Thi Thanh Thuy (2017), "Educational Value of Van Mieu - Quoc Tu Giam Cultural Heritage", Journal of Culture and Arts, (401). 4. Doan Thi Thanh Thuy (2017), "Value of Ethnic Minority Cultural Heritage to the Current Socio-Economic Development," Journal of National Studies, (19). 5. Doan Thi Thanh Thuy (2017), The Influence of Indian religious heritage to tourism development in Vietnam, Political Theory Publishing House, Hanoi. 6. Doan Thi Thanh Thuy (2018), "Van Mieu - Quoc Tu Giam Cultural Heritage with Historical Value", Journal of Culture and Arts, (7). 7. Doan Thi Thanh Thuy (2018), "Van Mieu - Quoc Tu Giam Cultural Heritage Value and Socio-Economic Development", Journal of Political Science Information, (7).