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 Table of contents
Introduction………………………………………………………………………………3
Background of the complex of Hue Monuments………………………………………...3
Stakeholder’s interest…………………………………………………………………….4
PESTEL analysis…………………………………………………………………………4
Current and emerging trends……………………………………………………………..7
Conclusion………………………………………………………………………………..8
References………………………………………………………………………………..9

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 Introduction
According to UNESCO (n.d.), there are eight World Heritage Sites in Vietnam. Among
them, there is an impressive world cultural heritage with a long deep history, a pride for both
Vietnamese and Hue people, notably the Complex of Hue Monuments. In this report, this site
will be discussed several aspects related the tourism development based on PESTEL analysis.
Moreover, this also mentions its impact on the stakeholders and current and emerging trends in
developing this site's attractions.
Background
The Complex of Hue Monuments is situated in Thua Thien Hue Province. This province
was the crucially political, cultural, and religious centre of the Nguyen Dynasty, the final royal
dynasty in Vietnamese history (UNESCO, n.d.). Its structure is a significant emblem of riches
and power. Therefore, UNESCO recognizes it as an important cultural site. In addition, this
property was inscribed by UNESCO World Heritage List in 1993 (UNESCO, n.d.)
Moreover, it is difficult to contribute to this site since it must include the Five Cardinal
Points (the center, west, east, north, and south), the Five Elements (earth, metal, wood, water,
and fire), and the Five Colors (yellow, white, black, blue, and red). These components have a
cosmic connection to the location in question (Arndt, n.d.). Thus, the Hué Monuments Complex
is famous for its architecture and nature. The Hue Citadel was southern Vietnam's administrative
and military centre in the 17th and 18th centuries. Apart from this, there have several royal
places, including the Hoang Thanh, the Imperial Residence, etc. Additionally, the outside of the
Capital City has various important related monuments, such as Dan Nam Giao, Thien Mu
Pagoda, etc. (UNESCO, n.d.). The graves of the dynasty's king were farther upstream, along the
Perfume River.
It is obvious that this world heritage site is a marvellous illustration of how an utterly
fortified capital city could be designed and constructed in a short time, particularly in the early
19th century CE. In addition, the town's layout and the design of the buildings make it an
extraordinary example of late feudal urban planning at that time. This is because everything has
been preserved in its original form. Consequently, in recent days, it has become a memorable,
historical, and cultural symbol of Hue to advise people across the country and all over the world

Stakeholder’s interest
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 According to Waligo et al. (2013), stakeholders are people or groups that rely on the
organization to achieve their objectives and who, in turn, depend on the organization. Tourism
development relies heavily on stakeholder participation in the method of determining decisions.
From the standpoint of stakeholders, tourism attractions are the proper network for related
stakeholders to develop a managing plan or open social system with interconnected stakeholders.
(D'Angelo & Go, 2009). According to Waligo et al. (2013), there are six stakeholders in the
tourist business. These groups include tourists, the local community, industry, special interest
groups, the government, and educational institutions (Waligo et al., 2013). These stakeholders
have participated in various elements of expanding tourism, including research and training,
supply and demand, regulation and management (Waligo et al., 2013).
As mentioned above, stakeholders are crucial to cultural heritage site development,
notably the Complex of Hue Monuments. From a management standpoint, it is state-owned
property. All actions related to preservation and management have been carried out by a number
of different organizations. Among them, Hue Monuments Conservation Centre (HMCC) is a
provincial management organization responsible for designating this asset for preservation and
administration (Tam, 2016). Moreover, the local government in charge of these heritage sites is
in charge of formulating policies and plans, safeguarding cultural and natural tourism resources
following UNESCO standards, establishing and enforcing standards for facilities and services,
managing infrastructure development, etc. The thoughtful planning and execution of the
preservation, restoration, and development processes, the steadfast support of the local and
federal governments, and the generous assistance of stakeholders have enhanced these processes
in various ways.
PESTEL analysis
PESTEL is a methodology for analyzing the macro-environmental elements that might
significantly influence the site's attractiveness, particularly the impact of the complex of Hue
Monuments. Political, Economic, Social, Technological, Environmental, and Legal elements are
abbreviated as PESTEL (Bruin, 2016).
Political factor - Issued various governmental policies
aimed at enhancing transportation and
infrastructure
- After the COVID-19 pandemic, air
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 travel will no longer be subject to tight
quarantine regulations, opening the
market to all international travellers.
- Focus on both outbound tourism and
domestic tourism
Economic factor - Proper logistics thanks to geographical
characteristics
- Local authorities used a variety of
initiatives to boost investment.
- Vietnam consistently grows its GDP
at a pace of more than 6% annually
(Trading Economics, 2021).
- Hue's tourist sector has been
sustaining steady development.
- UNESCO recognition brought new
business prospects and investments
(Chuong, 2014).
- The availability of jobs in the tourist
industry contributed to a decline in
unemployment.
Socio-cultural factor - During COVID-19, Hue had a steady
influx of tourists, 633,315.
- Hue adopted a strategy to protect and
preserve the garden homes (Kusakabe
et al., 2014).
- Utilizing social media platforms,
word-of-mouth, etc., promote
historical and cultural heritage values.
This will boost the familiarity and
sophistication of travellers.
- Preserve and cultivate traditional,
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 indigenous, spiritual, and communal
pride
- Many socioeconomic concerns persist,
for example, quality employment, etc.
Technological factor - Updating different types of software
and mobile applications to save costs,
improve the tourist experience, and
expand accessibility
- Using virtual reality (VR) technology,
individuals may experience excursions
across the globe while sitting at home.
Environmental factor - The weather is inconsistently variable:
two distinct seasons, dry and wet. This
decreases attendance at outdoor
attractions.
- Seasonal water distribution in its basin
is inconsistent. Moreover, tourism
often exacerbates the paucity of water,
and intelligent water controls are
needed (Nguyen, 2020).
- Usually having numerous disasters in
rainy season, including storms, floods,
etc.
- An increasing rate of air pollution.
Therefore, several renewable energy
schemes and initiatives have been
implemented to satisfy the demands of
visitors (Bhati et al., 2021)
Legal factor - Vietnam enacted new labour
regulations in 2019 to attract
international firms to invest and
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 operate.
- Specific forms of discrimination are
listed and prohibited under Vietnam's
labour law
- Hue requires additional policies to
recruit workers from the surrounding
area.
- Labour development initiatives must
include cultural training and education
to assist tour guides in becoming more
informed and skilled while exposing
Hue's heritage.

Current and emerging trends

Cultural heritage tourism is the current trend among visitors who discover new cultures
and heritages by visiting essential heritage sites. These travellers want to learn about these
cultures and sites through firsthand experience at historically or culturally significant locations.
They may be able to experience the authenticity of the surroundings, objects, and activities that
encapsulate the legacy of a place's past, including cultural, historical, and natural resources,
based on heritage sites, practices, and art forms (GlobalData, 2018). As a result of its rich and
extensive history, the Complex of Hue Monuments holds many cultural and historical artifacts.
As a result, travellers may get an in-depth understanding of the dynasty's rulers by seeing
historical relics and tasting royal cuisine.
Moreover, travellers worry about more than just the present tourism; in recent years,
gastronomic tourism, educational tourism, religious tourism, etc. have emerged. Noting long-
term values, sustainable tourism is one of the most significant and vital forms of tourism.
According to some studies, this kind of tourism represents existing and emerging tourist trends
(Tsvetkov, n.d.). Sustainable tourism involves preserving a destination's tourism resources for
continued future usage while addressing the demands of current visitors. According to Saarinen
(2014), sustainable tourism is defined as tourism that is economically successful while not

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harming the resources on which the future of tourism relies. These resources include the visited
community's physical environment and social fibre.
As historic sites symbolize the universal worth of people's shared history and because this
unique natural and cultural marvels represent the past and present and belong to everyone,
sustainability is a crucial trend for preserving these sites. World Heritage Sites, such as the
Complex of Hue Monuments, confer respect and worldwide recognition onto places and their
local populations. Properly maintained World Heritage assets have the potential to have a
significant effect on local economic growth and long-term sustainability. This site is a prominent
tourist destination and presents several tourism development opportunities. In addition,
sustainability is one of the five pillars of the Framework for Action on Cultural Heritage, which
emphasizes its potential to increase social capital, stimulate economic development, and ensure
environmental sustainability. Culture and cultural heritage may aid in achieving sustainable and
equitable development.
Conclusion
In conclusion, PESTLE analysis is essential in deeply understanding tourism attractions,
notably the Complex of Hue Monuments. This analysis identifies five key elements impacting
this historic site and provides the basis for evaluating the existing and upcoming trends in this
site on a local and global scale. Moreover, evaluating the relevant stakeholders is also critical for
this site to develop a reasonable managing plan in long-term ways.

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 References
Arndt, G. (n.d.). Complex of Hue Monuments. Everything Eveywhere. https://everything-
everywhere.com/unesco-world-heritage-site-complex-of-hue-monuments/
Baggio, R., & Cooper, C. (2010). Knowledge transfer in a tourism destination: The
effects of a network structure. The Service Industries Journal, 30(10), 1757–1771.
Bhati, A., Nguyen, T., et al. (2021). Sustainable Tourism Development in Vietnam: A
case of Hue. Asia-Pacific Journal of Innovation in Hospitality and Tourism, 10(2).
https://www.researchgate.net/publication/355368730_Sustainable_Tourism_Development_in_Vi
etnam_A_case_of_Hue
Bruin, L. (2016). Scanning the environment: PESTEL Analysis. B2U.
https://www.business-to-you.com/scanning-the-environment-pestel-analysis/
d'Angella, F., & Go, F. M. (2009). Tale of two cities’ collaborative tourism marketing:
Towards a theory of destination stakeholder assessment. Tourism Management, 30(3), 429–440.
GlobalData. (2018). Key Trends in Cultural Tourism: Analysis of cultural tourism key
trends and opportunities. Slovenia.
https://www.slovenia.info/uploads/tta/globaldata_keytrendsinculturaltourism_140119.pdf
GOV. (n.d.) Overseas Business Risk: Vietnam- GOV. UK.
https://www.gov.uk/government/publications/overseas-business-risk-vietnam/overseas-business-
risk-vietnam
Hajialikhani, M. (2008). A Systematic Stakeholders Management Approach for
Protecting the Spirit of Cultural Heritage Sites. ICOMOS 16th General Assembly and Scientific
Symposium. http://openarchive.icomos.org/id/eprint/41/1/77-CP7D-12.pdf
Hue, H. (2019). Stakeholder collaboration in sustainable urban tourism development: The
case of Hue City, Vietnam. School of Hospitality and Tourism New Zealand Tourism Research
Institute. Auckland University of Technology.
https://openrepository.aut.ac.nz/bitstream/handle/10292/12726/HoangTH2.pdf
Saarinen, J. (2014). Critical Sustanability: Setting the limits to growth and responsibility
in tourism. Sustainability. https://www.mdpi.com/2071-1050/6/1/1/htm
Tam, B. (2016). Management of World Cultural Heritage for Sustainable Tourism in Hue
Royal Capital, Vietnam. Tourism and Monarchy in Southeast Asia: From Symbolism to
Commoditization. Cambridge Scholars Publishing, UK, 103-118.
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https://www.researchgate.net/publication/334041933_Management_of_World_Cultural_Heritag
e_for_Sustainable_Tourism_in_Hue_Royal_Capital_Vietnam
Tsvetkov, T. (n.d.). 12 Tourism Trends That Will Shape the Travel Industry in 2022 and
Beyond. Regiondo. https://pro.regiondo.com/tourism-trends-2018-2/
UNESCO (n.d.). Complex of Hué Monuments. UNESCO World Heritage Convention.
https://whc.unesco.org/en/list/678
Waligo, V. M., Clarke, J., & Hawkins, R. (2013). Implementing sustainable tourism: A
multi-stakeholder involvement management framework. Tourism Management, 36, 342–353.

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