A.

General info about a tourism product

1. Definition: As defined by UNWTO, a Tourism Product is "a combination of tangible
and intangible elements, such as natural, cultural and man-made resources, attractions,
facilities, services and activities around a specific center of interest which represents
the core of the destination marketing mix and creates an overall visitor experience
including emotional aspects for the potential customers. A tourism product is priced
and sold through distribution channels and it has a life-cycle".
2. Categories of tourism products:
- Natural tourism products: These are the products connected to the natural
environment. Example: Marina Beach (Chennai, India), Phu Quoc Island.
- Man-made tourism products: Something which is not natural, found in the
destinations to attract the tourists. Example: The Eiffel Tower, The Taj Mahal.
- Symbiotic tourism products: This type of tourism product do not fall in any
particular category. Example: Hanami Festival - Japan Cherry Blossom Festival.
- Event based tourism products: Events attract tourists as spectators and also as
participants in the events, sometimes for both.(The Oktoberfest organized in
Germany)
- Site based tourism products: When an attraction is a place or site then it is called
a site based tourist product. Site attractions are permanent by nature.
3. Characteristic of tourism products:
- Intangibility
- Inseparability
- Perishability
- Heterogeneity
- Essentially of Users Presence
- Complexity in Marketing
- Absence of Ownership
B. Son Doong Expedition Tour
1. Brief history of Son Doong Cave
a. Where is Son Doong Cave? (Location)

- Son Doong Cave in Son Trach commune, Bo Trach district, Quang Binh province. It
located in the core zone of Phong Nha Ke Bang National Park and close to the
Vietnam-Laos border.

b. The formation of Son Doong Cave:

- Son Doong Cave was formed about 2-5 million years ago, when river water flowed
across the limestone area that had been filled along an outdoor road. The flow of
water slides and creates a tunnel in the ground under the mountain range. In places
where the rock is soft, the ceiling declines to form deep pits, which over time form
large arches.

c. Dimensions of Son Doong Cave

- The goods have a width of 150 meters, a height of more than 200 meters, a length of
up to nearly 9km.
 - Calculating the capacity of Son Doong Cave is 38.5 million cubic meters (equivalent
to 15,000 Olympic swimming pools).

d. How was Son Doong Cave found?

- Son Doong Cave was discovered by a Phong Nha forest man in 1990 and in 2009,
the British Vietnam Caving Expedition Team led by Mr. Howard Limbert survey and
measure.

- April 14, 2009: The cave was named and announced as the largest natural one in the
world by The British Vietnam Cave Expedition Team.

- In 2013, Son Doong Caves was recognized by Guinness World Records as the
largest natural cave in the world.

e. The origin of the name Hang Son Doong

- According to the communication system of the cave explorer, the person who
discovered the cave will have the right to name the cave he found. After the adventure
ended in April 2009, Mr. Ho Khanh was asked to name the hanger, many people
suggested that he should take the name Ho Khanh to put it in this range to register the
discoverer.

- However, Ho Khanh and the expedition members discussed and named the cave
Hang Son Doong (A combination of two words: Son is mountain, Doong is the name
of the valley where Rao Thuong slot flows through, or also means hanging in the
mountain (rock ends), and having the tropics flowing through).

2. Son Doong Expedition Tour:

a. Introduction
- Son Doong Expedition is a cave trekking tour into the underground world to
discover, explore the largest cave in Vietnam and see the beauty of cave
formations such as huge stalactites, stalagmites, cave pearls, underground
rivers, dolines and a forest growing right inside the cave. Guests will also have
opportunities to contemplate the giant sunbeams through the cave, encounter
unique creatures and conquer the Great Wall of Vietnam up to 90 meters high.
- The duration is 6 days and 5 nights.
- Difficulty: level 6
→ Reasons: 17 km trekking, multiple river crossings, climbing, moving on rocky terrains,
etc..
- natural tourism product as it is associated with a natural resource: Son Doong
cave
- buy on the official website of Oxalis
- The Son Doong Expedition tour started in Quang Binh, Vietnam in August,
2013 ( as a trial)
b. Availability
- Cave tours are only operated from January to the end of August every year.
● From January to March, the weather remains pleasantly cool, providing
an ideal condition for extended forest treks
 ● From April to May may be one of the best times of year when the weather
becomes nice and warm: This is the time to see clouds and mist forming in
the cave.
● From June to August are the warmest summer months: Swimming in the
underground lakes
→ It is up to tourists to choose a time during this period to travel, depending on their
needs.

c. Reasons: Because this tour has the characteristics of a tourism product:

- Intangible: the Son Doong expedition tour is intangible as it is a kind of
service being sold to tourists.
● It has an exchange value: This tour generates a considerable amount of
money for each tourist’s participation ($3000/tourist).
● It has the ability to satisfy consumer needs and wants: This tour is designed
for those with the love for nature, and the desire to challenge themselves
physically.
- Inseparability: the tour guides for this service are the direct providers of the
product, tourists can not experience the tour without the tour guides.
- Perishability: each tour features 10 tourists, for every vacancy, there is a loss in
sales.
- Heterogeneity: Oxalis is the only company authorized to provide this service,
therefore, the tour they provide is one of a kind
- Essentially of Users Presence: tourists must be present at different location
specified in the tour to use this product ( experience the services)
- Absence of Ownership: after buying this product, tourists don't own the tour, but
rather only experience the tour.
d. Activities: Some of the activities included in the tour are:
- Trekking: The tour involves several days of trekking through the dense jungle,
across rivers and streams, and up steep slopes. Participants will carry their own
backpacks and camping equipment, and will be accompanied by experienced
guides and porters.
- Caving: The highlight of the tour is exploring the Son Doong cave, which
involves climbing and rappelling through narrow passages and enormous
chambers. Participants will also visit other caves in the park, such as Hang En and
Hang Va, and marvel at the stunning rock formations and underground rivers.
- Camping: The tour includes several nights of camping in the jungle and inside the
Son Doong cave. Participants will stay in tents and enjoy meals prepared by the
tour guides and porters. The campsite inside the cave is located in a large
chamber and offers stunning views of the cave's interior.
- Swimming: Participants will have the opportunity to swim in the underground
river and natural pools found inside the Son Doong cave. The water is crystal
clear and refreshing, and the experience is truly unique.
 - Wildlife spotting: The Phong Nha-Kẻ Bàng National Park is home to a variety of
wildlife, including monkeys, birds, and reptiles. Participants may have the chance
to spot some of these animals during the trek and while exploring the caves.
e. The safety measures and protocols: The safety measures and protocols implemented
by Oxalis Adventure Tours to ensure the safety of participants on the Son Doong
Tour:
- Safety equipment: All participants are provided with high-quality safety
equipment, including helmets, harnesses, gloves, and headlamps. The equipment
is regularly checked and maintained to ensure that it is in good condition.
- Experienced guides: The tour is led by experienced and knowledgeable guides
who are trained in cave rescue and emergency response procedures. The guides
are also skilled in assessing potential risks and taking appropriate measures to
ensure the safety of participants.
- Fitness requirements: Participants must meet certain fitness requirements to
participate in the tour. This includes being able to walk for several hours at a
time, climb ladders and steep inclines, and carry a backpack weighing up to 8kg.
- Safety briefing: Before the tour, all participants attend a mandatory safety
briefing, which includes information on the tour itinerary, safety procedures, and
emergency protocols.
- Emergency communication: The tour is equipped with satellite phones and other
communication devices to ensure that guides can communicate with emergency
services if necessary.
- Weather monitoring: The tour closely monitors weather conditions in the area to
ensure that tours are not conducted during periods of heavy rain or other
hazardous conditions.
- Group size: The tour is limited to a small group size, with a maximum of 10
participants per tour. This helps ensure that participants receive individual
attention and reduces the risk of accidents.Generally, for a group of 10
participants, there are around 25 staff members accompanying the group :
● 2 experienced cave guides who lead the group through the cave and provide
information about the cave's features and history.
● 1 assistant guide who supports the lead guides in guiding the group and
ensuring their safety.
● 1 safety advisor who monitors the group's safety and assists in the event of
an emergency.
● 1 cave chef who prepares meals and snacks for the group during the tour.
● 2 park rangers who accompany the group to ensure compliance with park
regulations and provide information on the park's conservation efforts.
● 1 porter who carries the group's camping and cooking equipment.
● 1 logistician who manages the logistics of the tour, including transportation
and equipment.
● 1 cave photographer who documents the tour and provides photos to
participants.
● 15 porters who carry supplies and equipment needed for the tour.
If a participant is unable to continue the Son Doong Tour due to illness, injury, or other
reasons, the tour team has protocols in place to ensure their safety and well-being or they will
be escorted out of the cave by one of the guides or support staff. The remaining staff
members will continue the tour with the rest of the group while the participant is attended to.
In some cases, the tour team may arrange for a helicopter evacuation if necessary. The cost of
such evacuations is typically covered by the participant's travel insurance.
f. Commercialization: The process to create the Son Doong tour involved a
combination of exploration, planning, and collaboration between local authorities,
conservation groups, and tourism operators. Here are the general steps involved in the
process:
- Exploration: explore the cave and the surrounding area to assess its potential for
tourism. This involved a team of experts who spent several years mapping and
studying the cave to understand its unique features and to identify potential safety
and environmental risks.
- Planning and permits: develop a detailed plan for the tour, including the itinerary,
safety protocols, and environmental protection measures; obtaining permits and
approvals from local authorities and conservation groups.
- Infrastructure and facilities: The tour operators had to develop the necessary
infrastructure and facilities to support the tour, along with guides and staff.
- Marketing and promotion: This involved developing marketing materials, such as
brochures, videos, and social media campaigns, and working with travel agencies
and tour operators to promote the tour to their clients.
g. Continuous improvement: Finally, the tour operators had to continuously monitor
and improve the tour to ensure that it remained safe, sustainable, and enjoyable for
participants.
3. Data and statistics:
Number of customers:

Year Number of customers Revenue

2013 240 15 billion VND

2015 482 31 billion VND

2019 805 55 billion VND

2021 1000 58 billion VND

2022 1000 70 billion VND

Growth in number of Vietnamese customers:

 - From 2013 to 2019: total of 637 Vietnamese customers (20% of total customers)
- From 2020 to 2022: total of 1885 Vietnamese customers (85% of total customers)

4. Development trends/ general trends:

a. Sustainable Tourism
- Limiting number of tourists and time to explore:
When developing a business scheme for the Son Doong expedition tour, Oxalis,
the company in charge of operating the tour, consulted the BCRA, assessing the
capacity of the cave by day, month and year. They concluded that, in order to
protect Son doong’s ecosystem, and to prevent overloading the cave, only 1000
tourists were allowed in a year, and only 10 tourists per tour to ensure the
efficiency of managing their impact on the environment. Moreover, the tour being
arranged only from January to August each year also helped the cave to recover
before another wave of tourists came.
- Organize paths and campsites:
Another measure to ensure the sustainable development of the cave, as well as the
tour, was to plan out the path taken by tourists. Once again, Oxalis cooperated with
BCRA to predetermine routes to minimize the impact of tourism on the cave's
delicate ecosystem, including the cave formations, plant life, and wildlife. This is
because, allowing tourists to freely explore the cave may lead to collision of more
unstable parts of the cave; and as animals have the tendency to avoid humans, this
may also change their habits and patterns.

b. Using eco-friendly products: The company uses only biodegradable and eco-
friendly products during the tour, such as natural soap and shampoo, to minimize
waste and reduce pollution.
c. Cooking on the tour:
- Is not allowed to use dry firewood in the forest
- Garbage is taken out of the forest along with the tour
d. Using local labor
- Stable source of income

e. Digitalization
- Virtual reality tour
● In July 2014, a Swedish photographer, named Martin Edstrom, who was
working for National Geographic at that time, contacted Oxalis to work on
the 360° Son Doong photo project. Upon the agreement of the company, the
project spanned from 24/1/2015 to 30/1/2015. This project then was
published on National Geographic’s website, and attracted a number of
tourists all over the world.
● This project included 23 attractions of the cave with the description
corresponding to each one of them, zoom in and out feature, along with
sounds recorded to make the experience more realistic.
 ● This project acts not only to advertise Son Doong cave, or to market the
expedition tour, but in 2020, with the covid 19 pandemic restricting people
to explore the cave in person, this project became a tourism product itself,
and is accessible to everyone.

- Digitalization in recovering tourism.

● In January 2021, Vietnam National Administration of Tourism
collaborated with Google to organize 2 projects called “Google Arts and
Culture - Kỳ quan Việt Nam" and Google Adventure Vietnam. The purpose
of these projects is to spread information about Vietnam’s tourism
destination through various social media platforms.
● Son Doong cave was also featured in these projects and was the destination
that drew most attention.

5. Advantages and disadvantages:

a. Advantage:
- Economic Benefit: Son Doong expedition welcomes up to 1000 guests per year.
Son Doong creates direct jobs for 125 local people with an average income of
about 8 to 12 million VND per month during 8 months of tourism.
- Son Doong is also the driving force of promotion for Quang Binh’s tourism ,
attracting millions of visitors to Quang Binh every year and still plays an
important role in promoting Phong Nha in particular and Quang Binh in general
to the world.
- Sustainable tourism: The tour operator, Oxalis Adventure Tours, has
implemented a range of measures to minimize the impact of tourism on the area,
promoting sustainable tourism practices.
b. Disadvantage:
- High cost: The tour is relatively expensive, and the cost may be prohibitive for
some people
- Physical fitness requirements: The tour is physically demanding and requires a
certain level of physical fitness. People with mobility issues may not be able to
participate in the tour.
- Potential impact on the environment: Despite efforts to minimize the impact of
tourism, there is still a risk of environmental degradation due to the high number
of visitors.