CREATION OF ZEN CLOUD HOTEL by Frédéric NGUYEN EICHHOLZER

IEMI-CMH Bachelor of Science Research Paper in International Hospitality Management 2010 – 2011 Professional Project

CREATION OF THE CONCEPT OF ZEN CLOUD HOTEL IN VIETNAM

Presented by : NGUYEN EICHHOLZER Frédéric Phone : 00 33 1 42 50 74 28 Cellphone : 00 33 6 25 31 41 46 Email : fredericeichholzer@yahoo.fr Deposit date : November 14th, 2011

ACKNOWLEDGEMENTS

At first, I would like to thank Mr. Alain HERMELIN and all my professors in IEMI-CMH Paris, who taught me the art of hospitality and tourism, and helped me to have a large view of hospitality and tourism. Then I would like to thank CETRAD PARIS Consulting, Mr. Jacques RENAUD, who gave me an enriching experience during my internship. Finally I would like to thank CETRAD VIETNAM, Mr. Hong Giap NGUYEN, who encouraged me to choose my idea of creation of Zen Cloud Hotel in Vietnam as the subject of my professional project. For me it is important to participate in the development of tourism and hospitality of Vietnam. I am grateful to everyone mentioned above for providing me with help and information necessary for my work on this project.

Frédéric NGUYEN EICHHOLZER

INTRODUCTION

Today people are really not satisfied of their body and mind. There are many problems in their lives such as frustration, depression, sadness, despair, fear… The human diseases are caused by psychological stress, tiredness, anxiety, distress… People need to have a good rest during their holidays. The solution of a quiet hotel is an interesting thing to satisfy them. The view of an exceptional beautiful panorama in the hotel could be bring for them a serenity and help them to stop the development of their psychological diseases into diseases in the body. I propose today an idea about a new hotel which I called the Zen Cloud Hotel, with a Zen atmosphere, with a splendid view of the clouds, with quiet rooms, with natural wood materials which will be used for all the interior of the hotel, for the rooms, the restaurants and the Spa, with a meditation concept and a fantastic concept. My philosophy is to promote a form of tourism which respects ecology system and the environment. I also use modern technological innovations to reduce the impact on the environment. I would want to participate in a real environmental awareness in the region of Dalat and I would participate to the development of tourism and hospitality of Dalat. Having lived many years in Dalat in Vietnam, I would want to create a hotel which is adapted of the profile of this region. To create the Zen Cloud Hotel in Dalat in Vietnam is not only commercial, but it is also the desire to offer a relaxing hotel of peace, with the goal for the customers to discover spiritual, traditions and culture, to treat their depression, to find the antidote of stress and anxiety, to take care their health and to be happy in their life.

Frédéric NGUYEN EICHHOLZER

TABLE OF CONTENTS

ACKNOWLEDGEMENTS INTRODUCTION TABLE OF CONTENTS Chapter 1: Hotel type of Zen cloud Hotel 1. The Hotel is Zen 2. The Hotel is Cloud Chapter 2: The new concept of Zen Cloud Hotel 1. Form of the Zen Cloud Hotel 2. The Hotel has 5 suites and 50 rooms 3. Amenities 4. Services 5. The Restaurants 6. The Bars 7. Meetings and Events 8. Spa and Relaxation 9. Guides Chapter 3: The originality of Zen Cloud Hotel 1. The meditation concept 2. The fantastic concept Chapter 4: The inspiration of Zen Cloud Hotel The legend of Phu Dong Thien Vuong Chapter 5: The creation of Zen Cloud Hotel 1. Zen Cloud Hotel in Elephant Mountain in Vietnam 2. Communication 3. Creation of the Emotional 4. Creation of the Relaxation 5. Creation of the Colors 6. Creation of the Curiosity 7. Creation of ―Careful hotel receptionist‖ in Zen Cloud Hotel 8. Creation of 3 reception rooms in Zen Cloud Hotel 9. Creation of original rooms in Zen Cloud Hotel

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Chapter 6: Why a Zen Cloud Hotel in Dalat in Vietnam? 1. Vietnam is an emergent hospitality market 2. Dalat is an emergent hospitality market 3. Dalat assembles all the elements for the creation of Zen cloud Hotel 4. Vietnamese massage is excellent Chapter 7: Structural type of Zen Cloud Hotel 1. Creation of an ecological hotel 2. Creation of an accessible hotel 3. Creation of an Elephant symbol green hotel 4. Creation of a hotel of events 5. Creation of Zen Pavilions in the hotel 6. Creation of Zen Gardens in the hotel 7. Creation of a Zen restaurant in the hotel 8. Creation of a high quality hotel Chapter 8: The factors for the implantation of Zen Cloud Hotel in Vietnam 1. Political factor 2. Economic factor 3. Social factor 4. Technological factor 5. Legal factor Chapter 9: Pricing Strategy and Finance 1. Pricing strategy 2. Project cost 3. Investment plan 4. Projected cash flow statement 5. Risk factors CONCLUSION REFERENCES Reference 1: What is Zen? Reference 2: Buddhism in Vietnam Reference 3: What are Yin and Yang? Reference 4: What is Meditation? BIBLIOGRAPHY and WEB REFERENCES

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Chapter 1 : Hotel type of Zen Cloud Hotel

1- The Hotel is Zen The name of the hotel is clear: Zen Cloud Hotel. The hotel is a Zen hotel. What is a Zen hotel? A Zen hotel is a hotel which has all the compositions of Zen. What is Zen? See Reference 1 Why the client find Zen? Many people in our modern times are really not satisfied of their body and mind. There are many problems in their lives: for example, frustration, depression, sadness, despair, fear… People need to have a good rest during their holidays. The solution of a quiet hotel is an interesting thing to satisfy them. And why not to learn meditation in the hotel? When the human mind worries, meditation helps people to treat their depression, to find the antidote of stress and anxiety, to take care their health, to be happy in their life. Benefits of Zen: The human diseases are caused by psychological stress, tiredness, anxiety, distress… Psychological diseases will gradually turn into diseases in the body. Zen practice not only brings serenity, but also helps people to have a better life. Benefits of Zen practice are: • To fight against stress and tiredness. • To have a good sleep. • Developing a good body's energy. • Strengthening the immune system. • Developing intellectual. • Developing a positive lifestyle. • Developing intuition. • Becoming in harmony with the surroundings. Zen and the ecology Zen has a good relation with the ecology system. The ambiance in a Zen hotel is created with many green plants. The bamboo is used in the Zen hotel in the rooms, in the restaurant, in the decoration, the tables… The Zen hotel is in the nature. All the norms of the Zen hotel respect the ecology system and the environment. A spa resort In the Zen hotel there are facilities with the primary purpose of providing individual services to develop healthy habits. The Zen hotel proposes physical fitness activities, wellness education, meditation, spiritual activities, healthy cuisine and special interest programming. 5

2- The Hotel is Cloud The name of the hotel is clear: Zen Cloud Hotel. The hotel is a cloud hotel. What is a cloud hotel? A cloud hotel is a hotel which has view of the clouds. A magnificent view of the clouds Many clients are really satisfied to stay in a hotel with a beautiful panorama. During their holidays, people need to have space, to have the feeling of freedom across the landscape. The solution of a hotel which is built in a high mountain, where the client could see the sky and the clouds, is an interesting thing to satisfy them. And why not to practice meditation in this hotel, near a large window with view of the white clouds of the sky? It’s sure that the splendid view of the clouds is for the client a sense of peace, of serenity, of escape, and the client suddenly could become happy. Benefits of a cloud hotel: The human diseases are caused by psychological stress, tiredness, anxiety, distress… The view of beautiful clouds could be bring for the clients a new serenity and help them to stop the development of their psychological diseases into diseases in the body. Benefits of a cloud hotel are: • Clouds are the picture of Zen for the client. • To fight against stress and tiredness because the client imagine that he flies. • To have good oxygen. • Decoration of meditation. • Developing intellectual and spiritual. • Originality • Developing a sense of well-being.

The Elephant Mountain (1,754m) in Dalat in Vietnam offers an ideal place for the construction of a Zen Cloud Hotel. The mountain is higher than the clouds. At the foot of the Elephant Mountain there is a beautiful large lake. Around the mountain there are beautiful landscapes. 6

Chapter 2 : The new concept of Zen Cloud Hotel

1- Form of the Zen Cloud Hotel The Zen Cloud Hotel will have the form of an Asian pagoda castle with many windows, terraces, with view of the sky and the clouds. The style design is such as a spiritual castle from Japanese Manga. The design can change in each country to adapt the culture and the preference of the clients in place. For example, if the Zen Cloud Hotel is built in Vietnam, the design is very South East Asia. The windows, tables, beds, chairs, sun lounger and accessory ranges will be designed specifically to respond an Asian establishment: wood, bamboo, exotic design, Zen style, Asian decoration… I propose beautiful colors such as the red, the yellow, the orange, for walls. The hotel will be also equipped by multi-material new-generation products of equipments combining stylish forms. All of these products are designed to facilitate life within the establishment Zen Cloud Hotel on a day-to-day basis. 2- The Hotel has 5 suites and 50 rooms For a perfect service and an ambiance of serenity and calm, I propose to build each Zen Cloud Hotel just with 5 suites and 50 rooms. Zen Cloud Hotel is a Five Star Hotel. 5 suites The 5 suites are splendid, spacious, with view overlooking the sky (the clouds), covering an area of 85m² with large balcony, large bed with cotton sheets, private marble bathroom, flat screen TV, Wi-Fi broadband free, satellite TV, an exceptional decoration. A free massage session and relaxation for the suite. Price: 750 – 900 USD 15 Deluxe rooms 15 Deluxe rooms of 40m² to 45m², with view overlooking the sky (the clouds), with large balcony, large bed with cotton sheets, bathroom, flat screen TV, Wi-Fi broadband free, satellite TV. Price: 400 – 450 USD 35 Superior rooms 35 Superior rooms: 35 standard rooms of 30 to 35m², with view overlooking the sky (the clouds), with large balcony, large bed with cotton sheets, bathroom, flat screen TV, Wi-Fi broadband free, satellite TV. Price: 300 – 350 USD

3- Amenities The hotel phones are equipped with the following features: speakerphone, caller ID, voice mail and data port. The client also has access to wireless broadband Internet. In the Zen Cloud Hotel there are a gym area with variable resistance weight training machines and free weight equipment, a wide variety of cardiovascular workout machines, Jacuzzi, sauna, health and fitness consultancy. In the Zen Cloud Hotel there is a service of limousine and luxury car with driver. The customers could rent this service for excursions around the hotel. There are many different drivers who can speak different languages of the world. In the Zen Cloud Hotel there is a service of helicopter. The customer could move by helicopter from the hotel to go to visit the landscapes of the region The Zen Cloud Hotel is fully devoted to hospitality and fine cuisine. The hotel proposes a high quality gastronomy of Asia, and a French Restaurant.

4- Services Services in the Zen Cloud Hotel • Languages spoken at the hotel: English, French, local language. • Wi-Fi at the hotel • Bellhop, carrier • Safe at reception • Concierge • Dry cleaning • Free local telephone calls • Bureau de Change / Currency • Limousine Service with driver Services for children • Outdoor playground • Indoor playground • Video game area • Babysitting on request Shops and salons • Gift shop / newspaper • Hairdresser 8

Parking • Bus / coach (Free at the hotel) • Private outdoor parking (Free at the hotel) Leisure facilities of the hotel • Spa • Massages • Fitness Meeting Services • Wi-Fi at the hotel • Business center with assistance • Business center free service • Internet connection • Secretarial service Special • High gastronomy • 1 night free for stay of 4 nights • 2 nights free for stay of 7 nights • Early Booking • By booking at least two weeks in advance, customers benefit rates. • Late check-out until 4pm. • A welcome cocktail on arrival and a bouquet of flowers in the room.

5- The restaurants There will be 4 restaurants in the Zen Cloud Hotel: a Zen restaurant, an Asian restaurant, an American restaurant and a French restaurant. The Zen restaurant will be the star restaurant of Zen Cloud Hotel. The decoration in Zen restaurant will be Zen design. In the hotel the Asian restaurant will offers excellent dishes from South East Asia. For example Vietnamese food and recipes such as beef, pork, chicken, seafood, vegetarian, appetizers, salads, soups, desserts, drinks and sauces. American restaurant will offer many dishes to satisfy American customers. The design of American restaurant will be also Zen design. There will be a refined French cuisine with a selected wine list in French restaurant. The decoration of French restaurant will be also Zen design. 9

One dish of the Asian restaurant in the hotel 6- The Bars There are 2 bars (1 pianobar) in the Zen Cloud Hotel. The bars are elegantly decorated, with a calm and quiet atmosphere. Musical entertainment.

7- Meetings and Events For events, the hotel offers high quality services. Its 3 reception rooms (210m², 70m² and 60m²) offer spectacular views of the splendor of the landscape. They are fully adjustable to accommodate boards, conferences, banquets and weddings. The hotel offers customized programs to meet and give each event a character both original and unforgettable. All rooms are equipped with wireless internet access broadband.

8- Spa and Relaxation The Spa offers a full range of treatments for men and women. Nestled in the attic of the hotel, the Spa is a sanctuary dedicated to relaxation and well-being. Relaxation and fitness are composed by: • Massages • Fitness • Zen Relaxation • Musical accompaniment of relaxation within the hotel into a magical space or outside, in the large shaded park in the middle of nature. 9- Guides The Zen Cloud Hotel organizes tours tailored to each client to visit the region. A limousine and luxury cars with driver are available at the hotel reception. The hotel can provide a guide who speaks local language, English, French, or other languages. 10

Chapter 3 : The originality of Zen Cloud Hotel

The originality of Zen Cloud Hotel is in the meditation concept and the fantastic concept. 1- The meditation concept The meditation has an important place in the concept of Zen Cloud Hotel. In Asia, language, art and religion form the system of symbols that render a deep meaning to culture. There are an abundance of ethnic groups throughout Asia, with adaptations to the climate zones of Asia, which can subtropical or tropical. The region of South East Asia has been greatly influenced by the cultures and religions of India and China as well as the religions Islam and Christianity from Southwest Asia. Southeast Asia has also had a lot of Western influence due to the lasting legacy of colonialism. Spiritual life in Vietnam is a large panoply of belief systems, including Confucianism, Taoism, Buddhism, Christianity, and Tam Giao (literally ―triple religion‖), which is a blend of Taoism, popular Chinese beliefs, and ancient Vietnamese animism. The meditation is very important in Asia and has its place in the Asian family. In Japan, the meditation was the source of the Zen. In Vietnam, the meditation help people to find peace, energy, serenity in life. The meditation in a hotel creates an atmosphere of calm and relaxation which is very positive for the customers who would find a harmony of life. This element introduced into the hotel could be present an interest for the customers. Today many people would wish to find a source of peace, to pass an absolute rest during their holidays. The meditation becomes an element of marketing in international hospitality management. A Buddhist pagoda in the hotel In the Zen Cloud Hotel in the Elephant Mountain in Dalat in Vietnam, a Buddhist pagoda will be created because the hotel would hope to attract more Buddhist customers in Vietnam. Buddhism in Vietnam. See Reference 2 2- The fantastic concept The fantastic is the mainly point of attraction in the concept of Zen Cloud Hotel. To stay in a quiet room in height of the sky, to see the white clouds fly near the window, it’s a fabulous panorama, it’s an attraction which people can’t see anywhere. The client has suddenly the sensation to fly, a feeling of lightness. The fantastic concept of Zen Cloud Hotel is also in the presentation of the hotel itself: a castle pagoda with beautiful roofs, an elegance such as in a film, in which the customers live directly a dream of adventure at high altitudes of the Asian mountains! The fantastic exists also in the interior sets of Zen Cloud Hotel. 11

To illustrate the view which the customer could obtain from his room in Zen Cloud Hotel:

Interior sets of Zen Cloud Hotel Embroideries and fabrics of ethnic minorities in Vietnam will be used to decorate the rooms of Zen Cloud Hotel. These products are fair trade products and respect the ecology system and the environment. The material is natural cotton, the colors are natural products. Today there are about 85 million people in Vietnam. Eighty percent of these are ethnic Vietnamese, while the remaining twenty percent comprises more than fifty separate ethnic groups. About seven million of these ethnic minorities are members of the hill tribes, making their homes and livelihoods in the spectacular mountains of the north and central highlands, in the mountains of Dalat for example. In Dalat the ethnic minorities such as K’ho, Chu Ru, Nung, Tay… make beautiful embroideries and fabrics. To decorate the Zen Cloud Hotel in Dalat with their fabrics allows local people to live from their work. A Zen Cloud Hotel will use the embroideries and fabrics of local population to decorate its interior. Zen Cloud Hotel becomes a member who supports fair trade products on the planet. It’s a good label for Zen Cloud Hotel.

A place for the culture in Zen Cloud Hotel Culture is that invisible bond, which ties the people of a community together. It refers to the pattern of human activity. The art, literature, language and religion of a community represent the community’s culture. Culture manifests itself through the lifestyle of the individuals of a community. The moral values of the people of a community also represent their culture. The importance of culture lies in its close association with the living of the people. The different cultures of the world have brought in diversity in the ways of life of the people inhabiting different parts of the world. For the case of Vietnam for an implantation of a Zen Cloud Hotel in Vietnam: Vietnamese is exceptionally flexible and lyrical, and poetry plays a strong role in both literature and the performing arts. Folk art, which flourished before French colonization, has experienced a resurgence in beautiful woodcuts, village painting, and block printing. Vietnamese lacquer art, another traditional medium, is commonly held to be the most original and sophisticated in the world. Music, dance, and puppetry, including the uniquely Vietnamese water puppetry, are also mainstays of the country's culture. Zen Cloud Hotel should be promising tourism. It should value the culture and especially the culture of local country. The tourist who arrives for his first stay will probably want to know more local culture. I propose to create in each Zen Cloud Hotel a library with many books about spiritual and the local culture. The culture in Zen Cloud Hotel is also in the gastronomy, the sets, the music, the gift shop…

Chapter 4 : The inspiration of Zen Cloud Hotel

THE LEGEND OF PHU DONG THIEN VUONG

In Vietnam there is an old legend about Phu Dong Thien Vuong: During the reign of the King Hung Vuong the 6th, the Ân from China invaded the country. The King looked for a brave, heroic person to fight the enemy and save the country. In Phu Dong village, a little boy who had never talked suddenly asked the King for a big iron horse and an iron stick. When the horse and the stick came, the boy stretched out his body to become a young man who was extraordinarily tall. After eating a huge meal offered by the whole village, the youth jumped onto the iron horse, and using the iron stick as a club, he started to beat the Ân enemy. During the battle against the Ân, the stick was broken. The Phu Dong hero then uprooted bamboo trees and continued to strike against the invaders. After the enemy army collapsed, the hero youth galloped his horse up to the mountain and disappeared in the clouds. The King and the people gratefully appreciated, built a temple to honor him and called him Phu Dong Thien Vuong, means the God King at Phu Dong. Patriotic Vietnamese youths still dream of contributing to the welfare of their country as heroically as did the young Phu Dong Thien Vuong. 14

Chapter 5 : The creation of Zen Cloud Hotel

1- Zen Cloud Hotel in Elephant Mountain in Vietnam

Tourism zone Elephant Mountain Elephant Mountain tourism zone is located in the region of Dalat in Vietnam, in Lam Dong province, about 15 km from the center of the town of Dalat. In Elephant Mountain, the client will feel like he’s living in a wild world. The Elephant Mountain is near the waterfalls of Prenn and near the large lake of Tuyen Lam. To the tourist area, visitors can walk, but it’s more interesting if visitors go horse or elephant. In 10km near Elephant Mountain there is a K’ho ethnic minority village with two dozen wooden houses, near the lake, with craft of weaving beautiful embroideries and fabrics. Tourism zone Elephant Mountain is about 400 hectares. Between pine forests, in a vast space, visitors have the strange feeling for the first time to live in another world. The landscape is splendid. Visitors can discover the beauty of the nature, hear the murmuring streams and see the clouds fly slowly around the mountain. Construction of Zen Cloud Hotel in Elephant Mountain Elephant Mountain is ideal for the construction of Zen Cloud Hotel. Zen Cloud Hotel will be built at the top of the mountain with the most beautiful natural scenery, view of the clouds, view of the lake Tuyen Lam. Around the lake there are other mountains. The forest covers green hills and creates a natural charming picture. Facing the lake, visitors can feel the immensity of the lake and the vastness of the sky. Into this magical world, the customers will forget all their tiredness of the sorrows of everyday life and will have a peaceful heart. Construction of a route of 12 km We plan to build a new route of 12 km from the city of Dalat to the Elephant Mountain. This construction is necessary for the future clients of Zen Cloud Hotel. Our future clients can be Vietnamese and international. 2 boats on the lake Tuyen Lam The Dalat Zen Cloud Hotel will have 2 boats on the lake Tuyen Lam. The visitors can take our boat to get to the hotel, to explore the beautiful lake Tuyen Lam, to visit the traditional craft village of K’ho ethnic minority. The blue water of the lake and the specialities of K’ho ethnic minority such as embroideries and fabrics will appeal to our customers.

A helicopter station is necessary Because Zen Cloud Hotel is located at the top of a high mountain, it’s necessary to build a little helicopter airport in Elephant Mountain. Just 2 helicopters are enough for the transfer of our customers.

Service of elephants for Dalat Zen Cloud Hotel A service of 10 elephants is available near the Zen Cloud Hotel for the transfer of our clients and for the walks. It’s an attraction and it’s also symbolic because Zen Cloud Hotel is located in Elephant Mountain.

2- Communication

Communication is very important to promote Zen Cloud Hotel

Zen Cloud Hotel Internet Website Zen Cloud Hotel Internet Website is an important element for the promotion, the publicity, the business, the communication of Zen Cloud Hotel in the world. The presentation of Zen Cloud Hotel must be nice, Zen, clear, splendid. The design of the website will be entrusted to the best designers. Zen Cloud Hotel Internet Website will promote Zen Cloud Hotel in the entire world.

Publicity The elements of publicity of Zen Cloud Hotel are: - Newspapers - Publication - Promotional media - Radio - TV - Internet - Animations - Promotions

Marketing We will use the Direct Marketing. The mainly Direct Marketing Strategies of Zen Cloud Hotel are: B to C B to B Internet Website Media (TV, radio, newspapers, advertisingâ&#x20AC;Ś)

A good relation with the Tour Operators and the Travel Agencies Zen Cloud Hotel will build good relations with all the Tour Operators and all the Travel Agencies of the entire world to promote the hotel. The tour operators typically combine tour and travel components to create holidays. The most common example of a tour operator's product would be a flight on a charter airline plus a transfer from the airport to a hotel and the services of a local representative, all for one price. Zen Cloud Hotel must be present in the tour operators to promote the destination Zen Cloud Hotel. The travel agency is a retail business that sells travel related products and services to customers on behalf of suppliers such as airlines, car rentals, cruise lines, hotels, railways, sightseeing tours and package holidays that combine several products. In addition to dealing with ordinary tourists most travel agencies have a separate department devoted to making travel arrangements for business travelers and some travel agencies specialize in commercial and business travel only. There are also travel agencies that serve as general sales agents for foreign travel companies, allowing them to have offices in countries other than where their headquarters are located. Zen Cloud Hotel hopes to have the best relationship with the travel agencies of the entire world to promote Zen Cloud Hotel.

A good relation with Meditation Centers Zen Cloud Hotel will build good relations with all the Meditation Centers of the world to promote the hotel. Zen Cloud Hotel can contact different associations of Meditation, Buddhist organizations, Buddhist pagodasâ&#x20AC;Ś to promote the hotel.

Participate in Hospitality and Tourism Associations in the Region

Dalat Zen Cloud Hotel will participate in 3 Hospitality and Tourism Associations in the region to promote the hotel: The Asian Hospitality and Tourism Association (AHTA): AHTA is a professional association representing the Hospitality and Tourism Industry in Asian Countries. Established with a purpose driven objective, AHTA has already establish its network and links in the international arena of the Hospitality and Tourism Industry, our aims and objectives has establish our identity as a forerunner in the development of the Asian Hospitality and Tourism Industry.

AHTA International Recognition and Membership: The United Nations Economic and Social Commission for Asia and the Pacific (UNESCAP) established the Network of Asia-Pacific Education and Training Institutes in Tourism (APETIT) in 1997 to promote regional cooperation in human resources development for tourism. Currently, 252 education and training institutes and national tourism organizations in 45 countries and areas are participating in its activities. The Vietnam Hotel Association: The association was established by the Vietnam Tourism Association. The association aims to promote cooperation among hotels across the country, improve services and develop the hotel sector. Mrs. Do Thi Hong Xuan, head of the hotel department under the Vietnam National Administration of Tourism, was selected chairperson of the association, which has an initial membership of around 120 being hotels from around the country. According to the Vietnam National Administration of Tourism, the country has around 10,900 tourist accommodations with 215,000 rooms. There are around 184 three-star standard accommodations with 13,200 rooms, 95 four-star facilities with 11,630 rooms and 35 five-star standard ones with over 8,800 rooms. Pacific Asia Travel Association (PATA): is a membership association working to promote the responsible development of travel and tourism in the Asia Pacific region. The association’s constitution declared its purpose was ―To encourage and assist in the development of the travel industries throughout the Pacific area‖. While marketing activities were its primary goal, the delegates of the first conference also envisioned the association as one that could work with both government and private business in developing travel.

Participate in 3 Conferences in the Region Dalat Zen Cloud Hotel will participate in 3 Conferences in the region to promote the hotel: Hotel Investment Conference South Asia (HISCA) 2011 April 6 - 7, 2011 Grand Hyatt Mumbai Mumbai, India HVS India is the seventh edition of the annual Hotel Investment Conference South-Asia (HICSA) 2011 to be held on April 6-7, 2011 at the Grand Hyatt, Mumbai. Pacific Asia Indigenous Tourism Conference 2011 September 27 - 28, 2011 Darwin, Australia Role of Tourism in Indigenous Advancement and Cultural Preservation. Indigenous Participation in Enriching Tourism & Differentiating Destinations. Integrating Indigenous Involvement in Tourism Industry and Experiences.

Vietnam Summit Conference 2011 June 6 – 7, 2011 HoChiMinhCity, Vietnam Representatives of industry leaders, business development managers and economic researchers of Vietnam and other countries of the world will participate in the Vietnam Summit. The attendees of the Vietnam Summit will mainly concentrate discussions on the present economic activities in Vietnamese economy, impact of financial crisis on Vietnam’s economy, current legislatives and economic practices of the government of Vietnam. The participants attending the convocation will also make discussion on the new international agenda of the Vietnam. The conference leaders during the programme will evolve new economic management policies to reduce the inflationary prices of the country’s economy. There will also be case study of Chinese industrial policy by the summit leaders. The leaders will also compare the cost and skills factors of the workers of Vietnam with other countries surrounding Vietnam.

3- Creation of the Emotional

I propose to transfer customers by helicopter to the hotel through the side of the beautiful waterfalls of Elephant Mountain. The goal is to create the Emotional face of nature. International or outside Dalat city customers could be transfer by helicopter from Lien Khuong Airport and local customers from Cam Ly Airport. Lien Khuong Airport Lien Khuong Airport is located at the coordinates of 11° 45 '15 " north latitude and 106° 25' 09" east longitude. Lien Khuong Airport is situated in the town Lien Nghia, Duc Trong district, Lam Dong province, in 28 km from the center of Dalat. Altitude of Lien Khuong Airport is 962m above the sea. The length of the airport runway is 2,350 m with an asphalt surface. The runway is 37 m wide. Distance of flight from Lien Khuong Airport to a number of other airports in Vietnam are: Lien Khuong - Tan Son Nhat (Ho Chi Minh city): 214km Lien Khuong - Noi Bai (Hanoi): 968km. Currently, Lien Khuong Airport has a total land area of 160 ha. The surface of car parking area is 1,478m². Cam Ly Airport Cam Ly Airport is a small airport of the four airports in the province of Lam Dong. Cam Ly Airport is situated at an altitude of 1505 m, and it is located at the coordinates of 11° 56' 34" north latitude and 108° 24' 54" east longitude. Cam Ly Airport is situated in 3 km to the center of Dalat, in the west of the city. 20

Emotion for the customers to have a magnificent view of the clouds Zen Cloud Hotel is built in high mountain, where the client could see the sky and the clouds. The splendid view of the clouds is for the client a sense of great emotion and peace. The Zen Cloud Hotel will have the form of an Asian pagoda castle with many windows, terraces, with view of the sky and the clouds. The style design is such as a spiritual castle in Asia. The design can change in each country to adapt the culture. Emotion for the customers who are invited to the Meditation Zen Meditation and spiritual are emotional invitations in the hotel. Itâ&#x20AC;&#x2122;s just a proposition. The customer is free to conduct as he wishes his stay in our hotel. A service of spiritual and a spiritual library are available in the hotel.

4- Creation of the Relaxation

Body Care and Beauty in Zen Cloud Hotel

In Zen Cloud Hotel, we will try to be the pioneers of cell therapy anti-aging products and exclusive treatments of French laboratories. We will represent in Dalat the forefront of cosmetology world. Assigned to a prestigious label, our Spa will cover an area of 300m² in an exceptional setting, view of the clouds and the sky. In a blend of nature and serenity, the client could discover the benefits of the Spa with our signature treatments and could have a better form of health during and after his stay in Zen Cloud Hotel. We will build: - Five treatment rooms including Sweet Crystal Spa - Cabin with beautiful manicure, pedicure, make-up and hair - Sauna, steam bath and showers - Relaxation area and garden Our specialists will be disposal in order to provide high quality care: wrapping relaxing, massage with four hands, massages, aesthetics, beauty and much more… A Quality Fitness in Zen Cloud Hotel A Quality Fitness with: We will have doctors from French-Vietnamese clinic in Ho Chi Minh City. "The patient in the heart of excellence‖ (Frédéric Nguyen Eichholzer) Class VIP Premium comfort The health of the customer will be checked by a doctor. Consultations with other health professionals: a dietitian, a kinesiologist and a psychologist. 22

In Zen Cloud Hotel we will guarantee:        

a design athletic equipment relaxation facilities to provide assistance in health management and relaxation to work with customers to improve their fitness and performance levels to coach or train customers to provide wellness programs the diagnoses and results are communicated to customer at the end of every day. discretion and confidentiality guaranteed.

“The customer in the heart of excellence” (Frédéric Nguyen Eichholzer)

5- Creation of the Colors

The colors of Zen Cloud Hotel are the colors of the surrounding nature: green, brown, orange. Zen Cloud Hotel has the form of a great Asian castle. The interior is protected by walls. The interior of the hotel is divided into many houses and gardens, each one has its own function: hall, salons, suites, rooms, restaurants, bars, shops, Spa… All the rooms have windows. The houses of the hotel have the atmosphere of Vietnamese old houses which do not feel heavy, but very elegant and original, air in through the front, with beautiful green background of the gardens or views of the sky and the clouds. 23

The houses will be built with the architectural lines of Asia. It’s possible that in the Dalat Zen Cloud Hotel, the customer would see some details of Japanese architecture or other details of Chinese architecture. The goal is to satisfy multinational customers. Vietnamese architecture is indispensable in the rooms and will be represented by perfect harmonious lines. The floor and the ceiling also will be built carefully. I propose the architecture of the Yin and the Yang. What are Yin and Yang? See Reference 3 Furnishing houses materials are mainly precious woods and are very fine engraving with dragons, birds, flowers, fruits... Zen Cloud Hotel will try to seduce the local and international customers. All the materials of the rooms, floor, walls, interior, exterior, such as wood, brick and stone… will have many beautiful details. The decoration will be Zen and artistic. Ceramics will be brought back from Bat Trang, Thanh Hoa… Stone from Non Nuoc in the Center of Vietnam. We will use white and blue for the vases, cups, ceramics… in the hotel. According to Confucius philosophy, the cup is also a moral need to curb human behavior and always keep human mind in a neutral state.

Creation of a typical colored architecture Each room and house of Zen cloud Hotel is an outstanding individual of a typical Asian colored architectural set which will be very impressive such as a "living museum". Zen Cloud Hotel will be built with the respect of cultural and lifestyle characteristics of the region where the hotel will be located. Customers will be stay in the heart of harmonious colored lines and will have the sensation of a travel through serenity, calm, culture of the local country. As salons of the Zen Cloud Hotel, I propose to create 4 large pieces in the hotel for Meditation: the piece of the Sun, the piece of the Moon, the piece of the Clouds, and the piece of the Meditation. The piece of the Sun It will be a large piece of 150 m² which will be illuminated by yellow lamps. The extraordinary artistic thing in this salon will be the engraving definition of 100 birds in the right and left walls of the piece. The birds will be fire birds, symbols of legend and creativity. The yellow color will be used mainly in this piece. A splendid sun and five splendid dragons will be engraved in the ceiling of the piece of the Sun. The dragon in Asia is the symbol of prosperity. The furniture in the piece of the Sun will be red and yellow with nice cotton embroideries of K’ho minority ethnic. We will encourage K’ho minority ethnic to manufacture the embroideries for the hotel. So we will encourage the local handcraft and so we will contribute to help the local fair trade products. 24

K’ho minority ethnic embroideries and fabrics

The piece of the Moon It will be a large piece of 150m² which will be illuminated by blue lamps. The extraordinary artistic thing in this salon will be the engraving definition of 100 flowers of the 4 seasons of the year: 25 cherry blossoms for the spring flowers, 25 orchids for the summer flowers, 25 peonies for the autumn flowers and 25 bamboo flowers for the winter flowers. The cherry blossoms and the orchids will be engraved in the right wall of the piece. The peonies and the bamboo flowers will be engraved in the left wall of the piece. The four flowers symbolize the four seasons in Asia. The blue and green colors will be used mainly in this piece. A splendid moon and five beautiful Asian fairies will be engraved in the ceiling of the piece of the Moon. The fairies in Asia are the symbol of benediction and love. The furniture in the piece of the Moon will be blue, white and green with nice cotton embroideries of K’ho minority ethnic. We will encourage K’ho minority ethnic to manufacture the embroideries for the hotel. So we will encourage the local handcraft and so we will contribute to help the local fair trade products.

The piece of the Clouds It will be a large piece of 150m² which will be illuminated by white lamps. The extraordinary artistic thing in this salon will be the engraving definition of 100 clouds in the right and the left walls of the piece. The clouds in Asian symbolize the serenity and the purity. The white and pink colors will be used mainly in this piece. A splendid sky and five beautiful clouds will be engraved in the ceiling of the piece of the Clouds. The piece of the Clouds will have beautiful large windows with view of the real clouds in the exterior. This piece will be exceptional for our customers. The furniture in the piece of the Clouds will be white and pink with nice cotton embroideries of K’ho minority ethnic.

The piece of the Meditation It will be a large piece of 150 m² which will be illuminated by white lamps. The extraordinary artistic thing in this salon will be the engraving definition of 100 Buddhas in the right and left walls of the piece. The Buddhas are the symbols of Meditation. The white, blue, yellow and black color will be used mainly in this piece. A splendid Siddhartha Gautama Shakyamuni Buddha and five splendid other great Buddhas will be engraved in the ceiling of the piece of the Meditation. The Buddha in Asia is the symbol of serenity, peace, blessing and spiritual. The furniture in the piece of the Meditation will be white with nice cotton embroideries of K’ho minority ethnic.

6- Creation of the Curiosity Beautiful gardens in Zen Cloud Hotel

It’s important for Zen Cloud Hotel to create curiosities and surprises for customers. We will build many different Zen and beautiful gardens: Japanese garden, Chinese garden… The customers will have freedom to move in the hotel to choose a quiet place to rest or to meditate.

Discovery of the Meditation in Zen Cloud Hotel The discovery of the Meditation is very interesting and can be considered such as a curiosity for the customers who have never known this practice. The Meditation helps clients keep a cool head and a keen sense of logic in many situations that previously were beyond their control. The Meditation comes from the desire to become â&#x20AC;&#x2022;betterâ&#x20AC;&#x2013;. "Half an hour of meditation is essential except when you are busy. So one hour is necessary" (St. Francis de Sales) What is Meditation? See Reference 4 The Meditation is an exercise of body and mind (body and mind are inseparable), which takes practice, commitment, patience and perseverance. From the first session, customer will feel a physical well-being and lighter mental body, more fluid movements, the mind calm and serene. In Zen Cloud Hotel we will have specialists to guide the customers to practice Meditation. This service will be entirely free in the hotel. We will encourage the performances of our customers by individual consulting. We will have different programs of Meditation, from the simplest to more difficult levels. Choose to practice Meditation in Zen Cloud Hotel will be a really happiness.

A library with books about spiritual and local culture Another curiosity in Zen Cloud Hotel is the library. In there customers could find more than 10 000 books of spiritual, meditation, relaxation and about the local culture. 2 librarians are available in the library to guide or to answer the questions of the customers. Itâ&#x20AC;&#x2122;s a friendly place where customers could pass a good time to read books, to study, also to seek information.

A curious local handicraft shop in Zen Cloud Hotel

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In Dalat Zen Cloud Hotel there will be a curious handicraft shop presenting many curious articles of Vietnam: lamps of Hoi An, colored children's clothes, embroideries and fabrics of Kâ&#x20AC;&#x2122;ho minority ethnic, fashionable hats of Saigon, lacquer objects, wooden painted shoes, silk kimonos, ceramics of Bat Trang, precious and fantasy jewelry, original handbags, masks, wooden painted puppets, silk pictures, Buddha statues, pearls and shellfishesâ&#x20AC;Ś

The handicraft shop is one of the elements of the business of the hotel. The handicraft shop of Zen Cloud Hotel will hope to attract international customers by its varieties and its original products. The handicraft shop will be located in the interior of the hotel, in the great hall of the reception.

A vast natural cave below Zen Cloud Hotel The great curiosity and surprise in Zen Cloud Hotel is the existence of a vast natural cave below the hotel. In Elephant Mountain there are many waterfalls and natural caves. Zen Cloud Hotel which will be built at the top of Elephant Mountain will be located above a vast natural cave. We will build stairs to go down in the cave. The visit will be very interesting. In the cave, we will light with some lamps, and we will establish a site for meditation, with a Zen decoration: statues of Buddhas, hotel of the Gods, paintings… According to the Vietnamese legends and beliefs, there are many Divinities in the caves. This is why people in Vietnam often to build in the entrance of the caves different hotels of the Gods. The Asian people believe also that these Divinities or Gods in the deep land could protect people against evil forces and could grant benefits for the populations.

Elephant Mountain has many beautiful caves: Cave Blue, Elephant Waterfalls Cave… It’s an advantage for developing the tourism in Elephant Mountain. The caves have many stalactites and stalagmites with weird shapes as dragon, flowers, human forms… The top of Elephant Mountain is a relatively flat land. In the natural cave which is located below the future Zen Cloud Hotel of Dalat, there are many stalactites running down like waterfalls. The colors of stalactites and stalagmites in the cave are blue, yellow and green. When the wind is blowing hard, visitors can hear the sound of the flute on the rock. Zen Cloud Hotel will take care to highlight this cave. 29

The service of 10 elephants is a curiosity in Zen Cloud Hotel A service of 10 elephants is available near the Zen Cloud Hotel for the transfer of our clients and for the walks. It’s an attraction and it’s also symbolic because Zen Cloud Hotel is located in Elephant Mountain. This attraction could be interesting for the customers to discover the surrounding landscapes.

With 10 elephants from the K’ho and M’nong minorities ethnics participation, Zen Cloud Hotel in Dalat could contribute to the developing of tourism in the region. Elephants are still the private property of members who participate in this unique expoitation. Travel on elephant back is an excellent way to explore the famous sights of the lake Tuyen Lam, the waterfalls around Elephant Mountain, to visit the villages K’ho and M'nong.

7- Creation of “Careful hotel receptionist” in Zen Cloud Hotel I would create the title of "Careful hotel receptionist" in Zen Cloud Hotel. This title in our hotel will be used to reward the best receptionists in our future Zen Cloud Hotel who will know to prove their excellence and their professional in their work. This title could contribute in the development of the tourism industry of the country. The receptionist who is working in Zen Cloud Hotel must ensure a high quality of service vis-a-vis the international and local customers.

8- Creation of 3 reception rooms in Zen Cloud Hotel In Zen Cloud Hotel, we will create 3 reception rooms (210m², 70m² and 60m²) for meetings and events.

Zen Cloud hotel would wish also to target at the meeting and event customers. For example for the weddings. The beautiful site of Elephant Mountain would be an ideal peaceful place to get married. The design of the reception rooms are crucial to create a good impression to customers. The colors will be selected by designers. The efficient lighting for every space, lobby, dining area, rooms, conference room, is not simple to create, but we will try to realize with good taste. The decoration everyday is also important for us: the choice of flowers, the presentation of the tables, music, atmosphere, light, all will be studied as requested by the customers, and in adaptation of their need. We will propose also seminars about meditation, relaxation, health and Zen.

9- Creation of original rooms in Zen Cloud Hotel

An example of a Superior room in Zen Cloud Hotel

Superior rooms

35 Superior rooms: 35 standard rooms of 30 to 35m², with view overlooking the sky (the clouds), with large balcony, large Futon bed with cotton sheets, bathroom, flat screen TV, Wi-Fi broadband free, satellite TV. Price: 300 – 350 USD The Superior rooms are designed in the Asian colors: red, yellow, brown, black. The favorite colors in Asia are the red and the yellow. The red symbolizes happiness and the yellow is the color of prosperity. The decoration of a dragon in the room symbolizes also the prosperity, the sky and the energy. Flowers will be indispensable for the decoration of the Superior rooms. On the desk, we will place a beautiful bamboo notebook. We will scent the room with different perfumes, for example with rose or jasmine…

Deluxe rooms 15 Deluxe rooms of 40m² to 45m², with view overlooking the sky (the clouds), with large balcony, large bed with cotton sheets, bathroom, flat screen TV, Wi-Fi broadband free, satellite TV. Price: 400 – 450 USD

An example of a Deluxe room in Zen Cloud Hotel

Thanks to the selection of colors, furniture, lights, the Deluxe room is harmoniously combined to create more space and becomes cozy and luxurious. The Deluxe room in Zen Cloud Hotel could be designed in traditional style or modern style, the goal is to offer customer a really comfortable room. The decoration is simple but luxurious. When the winter comes, the color yellow gives a warm sensation for the client. The Deluxe room would try to be a beautiful charm with vibrant colors. Decorated with some flowers, this room could be very friendly. The light of the lamps is very important and makes the room nice and bright. Each Deluxe room of Zen Cloud Hotel will have a different style, from the traditional to the modern style, or a romantic style… 33

Suites The 5 suites are splendid, spacious, with view overlooking the sky (the clouds), covering an area of 85mÂ˛ with large balcony, large bed with cotton sheets, private marble bathroom, flat screen TV, Wi-Fi broadband free, satellite TV, an exceptional decoration. A free massage session and relaxation for the suite. Price: 750 â&#x20AC;&#x201C; 900 USD

An example of a Suite in Zen Cloud Hotel There will be the top, the most luxurious rooms of our hotel. The living room is exotic and impressive. You can see here an aristocratic style, an intimate design. The lamps and the decorations in the suites are splendid. The large balcony offers a superb view of the clouds, the sky and the distant mountains. Not only diverse in design, this living room is very rich in color selection. The colors are warm, thanks to the red, the deep brown, the golden yellow. The decoration is also very contemporary. With this decoration, the customer can see a mix of the nature with a modern look, the beauty and the secret of space in the exterior with a comfortable style of furniture in the interior of the room. All of which are mixed together in harmony and are very comfortable to use. The bedroom is discrete, intimate. The suites in Zen Cloud Hotel will be really a happiness for the customers. 34

Chapter 6 : Why a Zen Cloud Hotel in Dalat in Vietnam?

1- Vietnam is an emergent hospitality market Described by some observers as the next Asian Tiger, Vietnam has emerged from political isolation with a rush. Some USD 18.2 billion in capital has financed nearly 1,300 separate projects as of January, 1996 following economic reform that opened the country to foreign investment. Of those projects involving foreign investment, the service and tourism industries ranked second, accounting for USD $6.3 billion as of January, 1996. The Vietnam government has reported it expects foreign investment of some USD $40 billion between 1994 and the year 2000. For international companies in the hospitality and tourism industries, this Southeast Asian nation represents both a highly promising and problematic market. Major hotel development underway in the countryâ&#x20AC;&#x2122;s two major cities Ho Chi Minh City and the capital city of Hanoi â&#x20AC;&#x201C; may result in market saturation by 1998. It is to be noted that there are now 231 foreign joint ventures for tourism capitalized at nearly USD $5.0 billion, and a number of new hotels of international standards have been built in Hanoi, Ho Chi Minh City, Hai Phong and Danang. Development outside these cities has already become a focus of international groups and may ultimately be a source of considerable opportunity as crumbling infrastructure is rebuilt and the country takes its place in the global trade arena. According to a survey by consulting firm and managing real estate CB Richard Eliss (CBRE Vietnam), from now to 2020, demand for hotel rooms for the whole country of Vietnam will be very high while the supply is very limited. Currently in Vietnam, the standard rooms of the hotels 3-5 stars just reached nearly 5,000 rooms and the standard rooms of hotels 1-2 stars nearly 6,300 rooms. Meanwhile, according to surveys of CBRE, the demand in 2020 for hotels 3-5 stars would be about 11,100 rooms and for hotels 12 stars more than 20,000 rooms. One of the underlying cause boosting the demand for hotel rooms in Vietnam is the growth of Vietnamâ&#x20AC;&#x2122;s tourism. There are also other causes such as the attractiveness of investment in Vietnam, for investors, foreign investment funds, particularly since Vietnam joined the WTO. Hotel management group Accor International is aiming to end in 2013 will manage 30 hotels with different brands in Vietnam hospitality market. Patrick Basset, executive vice president of Accor in Vietnam, the Philippines, Japan and South Korea, said that Accor is currently managing 14 hotels with the brands Sofitel, Mgallery, Novotel and Mercure in Vietnam, and the 16 other future hotels will be active in three years.

Pullman Resort on the island Hoa Phuong in Hai Phong, and Pullman Da Nang Resort are the two luxury brand projects of Accor group. With these two new projects, Accor will manage a total of five Pullman hotels in Vietnam hospitality market. Pullman hotels in Vung Tau, Da Nang and Hanoi will be launched in 2011, and Pullman hotel in Hai Phong city, and Pullman hotel resort on the island Hoa Phuong in Hai Phong, will be inaugurated in 2013. Currently the prices of rooms in the international hotels of Vietnam are over 40% more expensive than the prices of the same rooms in Thailand. The international hospitality companies which are present in Vietnam are: Daewoo, Melia, Hyatt, Evergreen, Sofitel, Sheraton, Hilton… Business hotels and accommodation in Vietnam only began to grow strongly from the years 90 when Vietnam opened, began seriously an international cooperation and participed into the international market economy. In 1990, Vietnam had only a few hundred business establishments in tourist accommodation with about 20 thousand rooms. The tourism in Vietnam developed quickly and now in Vietnam there are 4.712 hotels with 94.974 rooms (in March 2009). Now, many projects and many business class hotels such as Hilton, Accor (Sofitel), Intercontinental, Sol Melia, Hyatt, Sheraton… deployed in Vietnam in the form of direct investment, joint ventures or franchising. In the provinces, cities such as Hanoi, Ho Chi Minhville, Da Nang, Quang Ninh, Vung Tau, Nha Trang, Hoi An, Dalat… actually there are 5 star hotels or palaces. Other types of accommodation like resort hotels, villas for rent, floating hotels, motels, bungalows, resorts…developed in Vietnam. Currently, Vietnam has about 67 tourist villages with 4.656 rooms, representing 2.73% of total of rooms in the country, concentrating mainly in the provinces and cities which have an ecological environment. 2- Dalat is an emergent hospitality market Many hotels are being built in Dalat actually. Dalat has actually over 90% of the total of star hotels and guest houses in the province of Lam Dong of Vietnam. In January 2010, the hospitality market in Lam Dong province didn’t change concerning the rates of 3 to 5 star hotels if comparing with November 2009. Currently the province of Lam Dong has a five star hotel, nine four star hotels and three three star hotels. 938 rooms is the total number of rooms of all 3 to 5 star hotels. There are currently more than 41 to 35 investment projects for the future and which are still awaiting the certification of government to invest. Total of 41 projects spread over

1.800ha. There is a distinct difference between the prices of the rooms of different hotels in Dalat. Room rates at the 5-star hotel are 3.5 times higher than the room rates of 4-star hotel and 7 times the 3-star hotel. The published average price of the hotel of 5, 4 and 3 stars, are respectively 218, 61 and 32 USD / room / night. The construction of a 5-star Zen Coud Hotel in Dalat is completely in line with the development of the national and the local hospitality market. 3- Dalat assembles all the elements for the creation of Zen Cloud Hotel

Elephant Mountain in Dalat Elephant Mountain in Dalat assembles all the elements for the creation of a Zen Cloud Hotel. Dalat is also a city where the tourism and the hospitality are strongly developing. Dalat is a beautiful city of Vietnam. The population of Dalat is 301.243 persons (in May 2010), with 469 persons/km². Dalat is the capital of Lam Dong Province in Vietnam. The city is located 1,500 m (4,900 ft) above sea level on the Langbiang Plateau in the southern parts of the Central Highlands. In Vietnam, Dalat is a popular tourist destination. Dalat’s specific sights are pine wood (forming the name ―City of thousands of pine trees‖) with twisting roads and tree marigold blossom in the winter. The city’s temperate weather stands in contrast to Vietnam’s otherwise tropical climate. The average temperature is 17°C, and does not exceed 25°C in the hottest season. Mist covering the valleys almost year-round leads to its name ―City of eternal spring.‖ Dalat is called the City of flowers, because there are many kinds of flowers in Dalat. Dalat is renowned for its orchids, roses, vegetables and fruits. There is a nascent wine-making and flower-growing industry in the region. With its year-round cool weather, Dalat supplies temperate agriculture products for all over Vietnam, for example, cabbage and cauliflower. Its flower industry produces two typical flowers: hydrangea (inVietnamese: cẩm tú cầu) and golden everlasting (inVietnamese: hoa bất tử). The confectionery industry offers a wide range of mứt, a kind of fruit preserve made from strawberry, mulberry, sweet potato, and rose. Dalat looks like a cross between Vietnam and the French Alps. Many of its hotels and houses are built in a French style. The city spreads across a series of pine-covered hills, with a beautiful lake in the center called Xuan Huong Lake ( Lake of Spring Perfume). Dalat is also a tourist town. Tour buses by the dozen run up and down its hills, and small hotels line its streets. The vast majority of visitors 37

are Vietnamese on short package tours, drawn by the scenery, vivid blue skies, fresh air, flowerfilled parks, and local edible treats. Dalat is a favorite destination for company weekend outings, family get-aways, and honeymoons. Most guidebooks for overseas visitors describe Dalat as a cheesy town with tacky tourist sites, which is partly true. Attend a â&#x20AC;&#x2022;mountain tribeâ&#x20AC;&#x2013; dance performance, and your eyes might get stuck in the upward-rolled position. But Dalat remains a pleasant stop on a north-south tour, or a pleasant outing from Saigon. For overseas visitors, it offers mostly a chance to cool down, observe the Vietnamese at play, view a bit of the French legacy, and enjoy the atmosphere. Dalat is also surrounded by some of the best mountain biking, hiking and canyoning opportunities in Vietnam. In the region of Dalat, there are many beautiful waterfalls and lakes. The most famous waterfall of Dalat is Prenn fall which is located at the foot of Prenn pass and is about 10 km from Dalat. Around the fall area was once a thriving wild life refuge. Visitors to the fall can visit the various habitat of the animals in this region. Today, Prenn fall is a destination to visit in Dalat. A local compared the scenery at Prenn fall to those drawn in paintings. The water falling from the top of the fall creates a sheet of silver pouring into a pool of water at the bottom. Behind this sheet of water is a wooden and bamboo bridge where visitors can cross behind the water. Prenn waterfall is just near Elephant Mountain where will be built Zen Cloud Hotel.

4- Vietnamese massage is excellent Traditional massage

The excellence of traditional Vietnamese massage is a good element which would contribute in the success of Zen Cloud Hotel, because the hotel will be based on Spa, health, fitness, wellbeing, relaxation, meditation and Zen. People in Vietnam are familiar with the traditional massage. The Vietnamese massage is based on 2 hands massage or 4 hands massage, with natural massage oils such as coconut, eucalyptus, menthol, camphor, cinnamonâ&#x20AC;Ś Vietnamese massage is not in 38

itself a simple massage, but it is considered as practical well-being massage of relaxation. The particularity of Vietnamese massage is to use quasi-essentially a type of maneuver called ―sensuality‖. The goal of Vietnamese massage is to create a persistence of relaxation for the client body. The movement in Vietnamese massage is in generally sweet, sometimes more energetic. Massage with boas

In Zen Cloud Hotel, we will propose for customers a special massage: massage with boas. Massage with boas is very well for the health and the well-being. To do this, the masseur will place two or four boas of various sizes on the body part being massaged. This technique can actually be used on the back and also on the face. The body will be pleasantly relaxed. This experiment is not dangerous, the boas in Vietnam have not venom. There are many boas in Vietnam. Depending on their size, these animals may have different effects on the body. The largest sizes of boa deeply relax muscle tension, while those smaller offer rest and relaxation.

Positive effects of massage More than a moment of relaxation, massage helps to reduce stress, to prevent disease and to improve the state of his health. Massage has many positive effects:    

Makes the muscles more flexible and elastic Helps to release tension Improves digestion and reduces constipation Promotes greater range of motion

 Improves sleep  Increases the breathing capacity  Improves joint mobility  Improves blood circulation

Chapter 7 : Structural type of Zen Cloud Hotel

1- Creation of an ecological hotel We wish have an ecological responsibility in Zen Cloud Hotel. It means that we will use ecological materials, renewable energy and green practices for the structure of Zen Cloud Hotel. Ecological materials Zen Cloud Hotel will be a Green Hotel. Many materials for the construction of Zen Cloud Hotel will be ecological materials. Zen Cloud Hotel will be a model of hosting service which is entirely consistent with the environment. We will build installations running on green electricity. We will create in Zen Cloud Hotel a recycled rain water. Like many countries in the world, we respect the ecotourism and we will build an ecological hotel. So we will create Zen Cloud Hotel as a green tourism hotel, with many plants and gardens, in middle of the nature, the sky, the clouds, near waterfalls, lake, natural water points. Protecting the environment has become a necessity against global warming. A solar water heater In Zen Cloud Hotel we will build a solar water heater. This is a creation of a system of solar collectors mounted on the roof of a hotel and a pump that circulates the warm liquid between the solar water heater and a great tank. A system of energy storage will be created to make sure to have always hot water even when there is no sun. Sustainable development Our goal is not only the profit of Zen Cloud Hotel but is to contribute in all human development in the region. We wish to participate in the economic development of the region based in the local cultural and social values. For example, in Dalat Zen Cloud Hotel, we encourage the labor and the participation of local ethnic minorities such as K’ho or M’nong, in the creation and construction of the hotel: manufacturing of fabrics and embroideries for the furniture and decoration of Zen Cloud Hotel, the management of elephants service… We buy the local ethnic minority handcraft products for our shop in the hotel. We emphasize the local culture and traditions. We organize visit and shopping for our customers to the ethnic minority villages. We offer also formations and jobs in our hotel for the local people. We want to realize sustainable development by the way to advance hand in hand with the environment, leaving no one on the side of the road. Fair Trade Globalization has created wealth, but also has increased inequality in the world. Today, fair trade is emerging as a more human mode of exchange between the real producers and consumers around the world. Zen Cloud Hotel wishes to have a fair trade label by encouraging local economic developments, by encouraging their labor and their production of handicrafts, so we will participate actively in fair trade. 40

―Fair trade is a trading partnership based on dialogue, transparency and respect, with the aim of achieving greater equity in world trade. It contributes to sustainable development by offering better trading conditions and guaranteeing the rights of marginalized producers and workers, especially in the south of the planet.‖ Fair trade concerns the economic and tourism development of Dalat in Vietnam.

2- Creation of an accessible hotel The project is expected to bring the following infrastructure to Dalat: - Upgrade and extension of the existing runway to a length of 12 km from Dalat to Elephant Mountain. - Construction of a little helicopter airport in Elephant Mountain. - Construction of 2 parkings in Zen Cloud Hotel for: • Bus / coach (Free at the hotel) • Private outdoor parking (Free at the hotel) - Construction of a station of elephants. - Construction of a Tuyen Lam lake boat station

3- Creation of an Elephant symbol green hotel

Because Zen Cloud Hotel will be located in Elephant Mountain, we will use many elephant statues as symbols in the hotel, and the elephant statues will be placed in the middle of many green gardens in the hotel. Many green gardens will be created in Zen Cloud Hotel. Elephant symbol green hotel will become a label for our hotel. Elephant statues will also remarkably decorate Zen Cloud Hotel. 41

4- Creation of a hotel of events In Zen Cloud Hotel we will create events: ELEPHANT FESTIVAL We will create Elephant Festival every 2 years. The festival will be held in the foot of Elephant Mountain. We hope that this event could attract more customers for our hotel.

Competition of the most beautiful elephant The price of the most beautiful elephant will be offered by our Zen Cloud hotel and our sponsors. Our sponsors could be international or national sponsors. All the elephants of the world can participate in the competition. The jury will be professionals, specialists, experts on elephants. We will invite also in the jury some personalities of show biz…

Competition of the most intelligent elephant We will create also during Elephant Festival the price of the most intelligent elephant. Zen Cloud Hotel and their sponsors will offer this price. The price will be given the elephant which will have the best talent and show. The competition will be opened for all the elephants of the world. We will invite experts on elephants, specialists, professionals, some personalities of show biz… to participate in the jury.

A good publicity for Elephant Festival and Zen Cloud Hotel We will prepare for the elephants many hosting places in the foot of Elephant Mountain during the week or the 10 days of the competition. We will launch a strong publicity for Elephant Festival and Zen Cloud Hotel with: - Newspapers - Publication - Promotional media - Radio - TV - Internet - Animations - Promotions The communication is very important and it is for us ―the key of the success‖.

VIETNAMESE EMBROIDERIES FESTIVAL We will create Vietnamese Embroideries Festival every year. The festival will be held in Zen Cloud Hotel and around the hotel. We hope that this event could attract more customers for our hotel.

Competition of the most beautiful Vietnamese embroidery The price of the most beautiful Vietnamese embroidery will be offered by our Zen Cloud hotel and our sponsors. All the people in Vietnam can participate in the competition. The jury will be professionals, specialists, experts on embroideries. We will invite also in the jury some personalities of show biz…

Competition of the most original Vietnamese embroidery We will create also during Vietnamese Embroideries Festival the price of the most original Vietnamese embroidery. Zen Cloud Hotel and their sponsors will offer this price. The competition will be opened for all the people in Vietnam. We will invite experts on embroideries, specialists, professionals, some personalities of show biz… to participate in the jury.

A good publicity for Vietnamese Embroideries Festival and Zen Cloud Hotel Vietnamese Embroideries Festival will be held one week. We will launch a strong publicity for Vietnamese Embroideries Festival and Zen Cloud Hotel with: - Newspapers - Publication - Promotional media - Radio - TV - Internet - Animations - Promotions Vietnamese Embroideries Festival is an occasion for the K’ho ethnic minorities in Dalat to present their beautiful embroideries and to participate in the competition.

4- Creation of Zen Pavilions in the hotel

An example of Zen Pavilion in Zen Cloud Hotel In the green gardens of Zen Cloud Hotel, we will create 4 Zen Pavilions:  Zen Pavilion of the East  Zen Pavilion of the West  Zen Pavilion of the South  Zen Pavilion of the North Zen Pavilion of the East The Zen Pavilion of the East will be reserved for the Tea Ceremonies. The tea ceremony is a ritual form of making tea and could interest our customers in Zen Cloud Hotel. We will propose this service and attraction for all customers who will desire to know or to practice this art. The Japanese tea ceremony is the most well known, and was influenced by the Chinese tea ceremony during ancient and medieval times. Customers could see and participate in Zen Pavilion of the East in all rituals, tools, gestures… used ceremonies of tea culture. All of these tea ceremonies and rituals contain artificiality, abstractness, symbolism and formalism… These rituals can be found worldwide, particularly in Asia and Europe, including the Victorianera high tea or afternoon tea ritual, where the ritual of being seen to have the right equipment, manners, and social circle, was just as important as the drink itself. At a very basic level, tea ceremonies are a formalized way of making a hot drink, in a process which has been refined to yield the best taste. 44

Zen Pavilion of the West The Zen Pavilion of the East will be reserved for the Zen Calligraphy.

Enso, the Zen Circle, is a central symbol of the Zen calligraphy tradition. In this form of calligraphy the brush used is large and the movement slow, enabling the painter to draw from all of their body, not just the wrist. The Zen calligrapher is not concerned with how to write beautifully but how to be awakened through writing. Working on a large scale encourages freedom in drawing that both releases and challenges. Zen calligraphy springs from shonen sōzoku, a Buddhist term equivalent to ―true thought‖. Although the hand of the artist can be seen in any work of art, it is the sho – the brushed calligraphy itself – that is the real artist. The pliant hairs of the brush, the life force of the carbon that constitutes the ink, and the spontaneity of the brushed letters work together to express the spirit of the calligrapher. The calligraphy of Zen masters such as Hakuin Ekaku (1686–1769) although written hundreds of years ago, still resonates with the energy of ―nomind‖. It will be very interesting to present Zen calligraphy in Zen Cloud Hotel and to invite the clients to dry to practice this art if they want. We will have 2 teachers of Zen calligraphy in the Zen Pavilion of the West who will listen to the clients, will explain them how to do, and also will organize conferences, meetings, competitions about Zen calligraphy. 45

Zen Pavilion of the South The Zen Pavilion of the East will be reserved for the Zen Music.

In the Pavilion of the South, we will propose to customers some courses of Zen music such as Shakuhachi music from Japan, Oriental music, Meditation music, Relaxation music. We will organize many presentations of Zen music, ancient Shakuhachi music, Chinese meditation music, Vietnamese relaxation music, with many artists of Asia and other continents. Customers could practice bamboo flute, zither, monochord in the Zen Pavilion of the South. We will have many specialists and music teachers in place to teach Zen music. THE SHAKUHACHI The Shakuhachi is a Japanese end-blown bamboo flute. The name shakuhachi is derived from the term â&#x20AC;&#x2022;isshaku hassunâ&#x20AC;&#x2013; which means one shaku and eight sun (1.8 Japanese feet). Even though the term shakuhachi refers to the standard size instrument (54.5 cm in length), it can refer to many different sizes ranging from 1.3 shaku (39.4 cm) to 2.5 shaku (75.7 cm) and longer. The shakuhachi is made from the root portion of a thick-walled bamboo called madake in Japanese. Though simple in appearance, the shakuhachi is very difficult to play. Its magical quality is revealed to the listener by the purity of its tone. 46

VIETNAMESE ZITHER

The đàn tranh (檀箏) is a plucked zither of Vietnam. It has a wooden body and steel strings, each of which is supported by a bridge in the shape of an inverted ―V.‖ The đàn tranh can be used either as a solo instrument, or as one of many to accompany singer. The đàn tranh originally had 16 strings but it was renovated by Master Nguyen Vinh Bao of South Vietnam in the mid 1950s. Since then, the 17-stringed đàn tranh has gained massive popularity and become the most preferred form of the instrument used throughout Vietnam. The đàn tranh is derived from the Chinese guzheng, and is also related to the Japanese koto and the Korean kayagum. The đàn tranh, also known as the dan thap luc, is a traditional Vietnamese plucked, stringed instrument. The body of the đàn tranh is about 110 cm in length and is made of wood. It is long and narrow, and has a convex surface. It is usually covered in ornate lacquered designs or inlaid with motherof-pearl. There are 16 moveable bridges used for tuning and support. The bridges are made of wood or bone tipped with copper. The strings are made of steel and have varying widths. They are tuned to the pentatonic scale. Artists usually wear picks made of metal, plastic, or tortoiseshell to pluck the strings. There are three different types of đàn tranh. The ancient đàn tranh, or the dan thap luc, has 16 strings. The đàn tranh most used today has 17 strings and is slightly larger than its prototype. This instrument has a three-octave range. A newer model was developed by Nguyen Vinh Bao, a former professor at the Saigon Conservatory of Drama and Music. These instruments usually have 22 strings and are used for pieces requiring a wider range. 47

We will propose courses of Vietnamese zither in the Zen Pavilion of the South of the hotel In the Zen Pavilion of the South of Zen Cloud Hotel, we will propose many courses of Vietnamese zither. Qualified teachers will guarantee the courses and will advance the customers in a short time. There will be many presentations, conferences, competitions, meetings of Vietnamese zither music in Zen Pavilion of the South, with artists, experts, specialists, celebritiesâ&#x20AC;Ś

Zen Pavilion of the North The Zen Pavilion of the East will be reserved for the Origami Paper Folding. Origami, the Japanese art of folding paper, consists of using a variety of solid or patterned papers to create three-dimensional shapes, animals, flowers and figures. This craft is used as a hobby and as a gift idea for friends and family. There are several types of birds and other animals that can be made using origami paper-folding techniques. This art could attract many customers, adults and children, to participate in competitions, or in courses which will be offered by our qualified teachers. This is a Zen activity in Zen Cloud Hotel.

5- Creation of Zen Gardens in the hotel

An example of Zen garden in Zen Cloud Hotel In Zen Cloud Hotel we will create Zen gardens like Japanese gardens in some Zen Buddhist Monasteries which called Karesansui style gardens. In these Zen gardens, water is symbolized both by the arrangements of rock forms to create a dry waterfall and by patterns raked into sand to create a dry stream or to symbolize the ocean. The raked sand patterns mimic waves on the waterâ&#x20AC;&#x2122;s surface. The rocks and gravel used are chosen for their aesthetic shapes, and mosses as well as small shrubs are sometimes used to provide contrasting elements to the austere rock and sand. The vertical forms using stone boulders suggest mountains on islands in the ocean. These Zen gardens in Zen Cloud Hotel will contribute to give a Zen atmosphere in the hotel and will attract all the people who are interested by Zen meditation.

6- Creation of a Zen restaurant in the hotel The creation of a Zen restaurant in the hotel is very important in Zen Cloud Hotel. In this Zen restaurant, the decoration will be a Zen design with green, white and brown colors, with a Zen white light. In our Zen restaurant, we will offer to our customers the best Zen Asian food by preparing our dishes with the finest produce, meat, poultry, and seafood. We will use fresh and seasonal ingredients in our cooking. We will present a finest traditional Zen Asian culinary art. Our staff will be prepared to guarantee the best service to satisfy the most difficult customers. A Zen music in the Zen restaurant will help customers to relax during their meal. The atmosphere in Zen restaurant will be very Zen. A vegetarian menu is proposed in the Zen restaurant. 49

6- Creation of a high quality hotel Zen Cloud hotel will be a high quality hotel. It means that the best quality will be the first goal and the first value of our hotel. We will try to obtain the best quality in all. The service will be irreproachable. We will to build a profitable business relationship with international and local customers by a practical understanding of international and local attitudes and work environments. The spa and fitness management will be also irreproachable. We will apply the branding in cosmetics for our spa. We will increase our value with luxury brand products for our spa. We want to participate in the increasing well-being market of Asia. We will develop a responsible communication. We will practice a system of concepts to adapt with cultural differences. We hope to develop a cultural tourism in our hotel, with a creative potential. Optimization of a sustainable development by ecological concepts. We will continue to research ideas and solutions to satisfy our international and local customers. We will apply different modern technologies in our hospitality management. We will design and develop a strong creative website. A high quality in our hotel could be achieved by a good marketing strategy. We will pay attention to all our competitors. We will examine all the factors for the implantation of our Zen Cloud Hotel in Vietnam.

Chapter 8 : The factors for the implantation of Zen Cloud Hotel in Vietnam 1- Political factor The early days of the revolutionary government, the population is down more or less by several former military base, education and government apparatus of the former Saigon retreat, but gradually be supplemented from other sources staff and strengthening the military, the population leveled off in Dalat of the number 85,883 in 1975. Work security, political stability, social reform are the top priorities. Tourists and overseas absentee necessarily have a few occasional tourist group "subsidy". Dalat confused with the structure of the economy-agriculture, forestry and tourism. Advocated self-sufficient in food and agriculture as the focus, this time is a necessary step, but not avoid the worry and torment of the Party, government and people of Dalat through the Congress Party. The achievements of Dalat is now concentrated and stable rural residents, expand the boundaries of the coastal area of Dalat as Thai Version (1975), Xuan Truong, Xuan Tho (1979), and especially Superior stability region residents. The merger further social Ta Nung ethnic minorities in Dalat is located by the general direction of government in this period. Agricultural areas are reformed and roads in these areas are repaired and refreshed. Especially the system to introduce service in rural and agricultural production on an extension. The lakes were dredged and other lakes were created such as Da Shan (1977), Chien Thang Lake (1981), Xuan Huong Lake (1983-1984), Tuyen Lam Lake (1984). Vegetable production has also achieved positive results with 70,987 ton (1977). Dalat farmers in this early stage to adapt to market and the application methods of tissue culture in potato production. In 1978, culture area increased 40% and forest 43%. Floriculture remains and a few sectors such as the orchid exports are topical in this period of market demand by the Soviet Union and Eastern Europe, but settled down by a political system direction, the economic had many difficulties. In 1986, Congress of the Communist Party of Vietnam has opened its sixth outlet for all the country of Vietnam and a new era was opened: the era of market mechanisms Vietnam today is a country under the socialist regime. Political system was implemented under the only political party that the Vietnam Communist Party leadership, with the guiding principles: Vietnam Communist Party leaders and the Vietnamese people is sovereign authority through the National Assembly of Vietnam. Communist Party of Vietnam is the only party leader in Vietnam in accordance with article 4 of the 1992 Constitution. The head of the Communist Party of Vietnam is a General Secretary. The current general secretary (2011) is Mr. Nguyen Phu Trong. Congress, under the constitution, is the highest representative body of the people, the highest State power of the Socialist Republic of Vietnam. Congress is the only organ with constitutional and legislative. The mission of the National Assembly is to monitor and decide on the basic policies on internal and external, the task of economic, social, defense and security, the principles of the State apparatus, the social relations and activities of citizens. National Assembly term is five years. Chairman of the National Assembly is elected by Parliament nominated by the Central Executive Committee. Current Chairman of the National Assembly (2011) is Mr. Nguyen Sinh Hung. The current President of Vietnam (2011) is Mr. Truong Tan Sang. The current Prime Minister of Vietnam (2011) is Mr. Nguyen Tan Dung. 51

2 1. Mr. Truong Tan Sang, President of Vietnam (2011) 2. Mr. Nguyen Tan Dung, Prime Minister of Vietnam (2011)

Since the reform era, Vietnam normalized relations with China in 1992 and with the United States in 1995, and joined ASEAN in 1995. Currently, Vietnam has established diplomatic relations with 171 countries in all the continents (Asia â&#x20AC;&#x201C; Pacific: 33, Europe: 46, American: 28, Africa: 47, Middle East: 16). Vietnam is also a member of 63 international organizations and relationships with over 500 non-governmental organizations.

2- Economic factor Vietnam's economy is a mixed economy. While the economy is increasingly market of the State's intervention in the economy remains at high levels. Vietnam government admitted that Vietnam's economy is an economy operating under market mechanisms, and many countries and economic blocks including a market economy advanced recognition of Vietnam as well as background market economy. Vietnam has many economic sectors. Manner determined by the current government of Vietnam has the following economic sectors: state economy, collective economy, private economy (individual, small owners, private capital), private economic is the state, economic capital is foreign investment. One of the important measures that the Party and Government of Vietnam to introduce in the economy, is the establishment of collective State economic groups and State corporations. According to preliminary data of the General Department of Statistics, in 2007, the State economic sector is the largest sector, accounting for 36.43% of Vietnam's real GDP, followed respectively by individual sector (29.61%), economic capital, foreign investment (17.66%), private sector (10.11%).

Dalat economic advantages are tourism, flowers and vegetables. The most professional flower growing area in the province of Lam Dong is Dalat. Total agricultural area in Dalat is approximately 9978 hectares. Vegetable production is about 170,000 tons annually, of which 35,000 tons are exported to North East Asian countries and ASEAN. Dalat flower production every year is about 540 million stems, and Dalat exports around 33.3 million cut flowers every year.

3- Social factor Before World War II, the population of Dalat is very little, apart from the indigenous population, only a few people working in Dalat. The people first settled in Dalat is the prisoners which were been brought up to explore the wild land. During the period from 1933 to 1938 more traffic works are completed. Starting from this time the population began to increase rapidly in Dalat from 1,500 people in 1923 up to 9,000 people in 1928 and 11,500 people in 1936. And at the end of 1942, Dalat has reached two thousand people. When World War II broke out, French officials are not able to return home should be flocking to Dalat resort. Rapid population growth during this period: 13,000 people in 1940, 20,000 people in 1942 and up to 25,000 people in 1944. During the nine-year resistance war (1945-1954), the population of Dalat was about 25,000. At the end of 1954 the population increased to 52,000 people, 73,290 people in 1965, 89,656 people in 1970 and in 1982 the population of Dalat has surpassed 100,000. In 1999, the population is 129,400 people in Dalat, and in May 2010 the population of Dalat is 301,243 people with a density of 469 persons/km². Ethnic composition In Dalat, the ethnic Kinh is the most numerous: 296,681 people, the other ethnic groups are: Tay: 236; Thai: 265; Muong: 16; Nung: 228; Gia Rai: 3; Ede: 10; K’Ho: 3653; Cham: 3; Hre: 3; M’Nong: 52; Sa Tun: 13; Ma: 31; Chau Ro: 18; Chu Ru: 21; Foreigners: 10 (with a population of 301,243 people in Dalat in May 2010). People in Dalat speak Vietnamese, French, English. Religions in Dalat Due to the characteristics of the formation of communities of Dalat, religious beliefs are very diverse here. There are over thirty Catholic churches, over fifty Buddhist temples. There are also Caodaist temples. And there is also in Dalat the ancestor worship which is not a particular religion, it is a cultural and social practice of Vietnamese people. The worship of ancestors can be found in all Vietnamese families: Buddhists, Caodaists, Catholics, atheists, Marxists… Visitors in Dalat In 2009, Dalat received over 2.1 million visitors (including 10% international visitors) and 8 months of 2010 received over 1.8 million passengers. 53

4- Technological factor Highways in Dalat Highway 20 is the most important route linking Dalat city to Highway 1 of Ho Chi Minh City (Saigon). An another route, the Highway 27, allows the connection to the region of Phan Rang where there is the sea, in 100 km from Dalat.. Mimosa Road (old Prenn Road) was started to renovate and upgrade from 2001 and basically completed in 2007, the line length is 10.88 km. This road is in the entrance of the city and reduces the traffic density on Prenn Pass. Highway from Lien Khuong Airport to Prenn Pass was constructed in 2004. Total investment is 632 billionVND (1 EURO is about 25,000 VND).

Rural roads in Dalat In 2009, Dalat has 98 km of rural roads. Traffic gradually improved and the streets have become more spacious. Annual investment budget for the constructions of rural roads is in 1995 about 10 billion VND, in 2000 about 30 billionVND and in 2009 had reached over 100 billionVND (1 EURO is about 25,000 VND).

Air traffic Air traffic of the city of Dalat is done primarily through the 2 airports: Lien Khuong Airport and Cam Ly Airport. Lien Khuong Airport Lien Khuong Airport is located at the coordinates of 11° 45 '15 " north latitude and 106° 25' 09" east longitude. Lien Khuong Airport is situated in the town Lien Nghia, Duc Trong district, Lam Dong province, in 28 km from the center of Dalat. Altitude of Lien Khuong Airport is 962m above the sea. The length of the airport runway is 2,350 m with an asphalt surface. The runway is 37 m wide. Distance of flight from Lien Khuong Airport to a number of other airports in Vietnam are: Lien Khuong - Tan Son Nhat (Ho Chi Minh city): 214km Lien Khuong - Noi Bai (Hanoi): 968km. Currently, Lien Khuong Airport has a total land area of 160 ha. The surface of car parking area is 1,478m². Cam Ly Airport Cam Ly Airport is a small airport of the four airports in the province of Lam Dong. Cam Ly Airport is situated at an altitude of 1505 m, and it is located at the coordinates of 11° 56' 34" north latitude and 108° 24' 54" east longitude. Cam Ly Airport is situated in 3 km to the center of Dalat, in the west of the city. In the South, Cam Ly Airport connects to the provincial road 725 to Ta Nung. The runway of Cam Ly Airport has a length of 1,390m with an asphalt surface. 54

Before 1975, Cam Ly Airport is a military airport for the U.S. Army. After 1975, Cam Ly Airport is the airport of the Vietnamese Army. Now Cam Ly Airport is used mainly as a military airport but it is used also for small aircrafts including sport aircrafts and helicopters. Currently, the airport has no regularly scheduled flights. Develop the two airports Lien Khuong and Cam Ly is very important for the future because Dalat city is developing in tourism.

Railway traffic Dalat has just an old railway which was built from 1903 to 1928. This old railway links Dalat to Thap Cham, but today it is not used. Since 1991, the Dalat railway was just restored in Trai Mat (near Dalat) for exploitation of tourism.

Electricity power in Dalat In 1975, the average of electricity power in Dalat was 26 kWh/person/year. In 1996, the average of electricity power in Dalat reached 313.2 kWh/person/year. In 2000, the average of electricity power in Dalat was 397.4 kWh/person/year. In 2009, the average of electricity power in Dalat reached 701.37 kWh/person/year. After 34 years, the electricity power in Dalat has increased 26.97 times. kWh/per/year 800 700

600 500 400 300 200 100 0 1975

1996

2000

2009

The average of electricity power in Dalat from 1975 to 2009

Ankroet hydroelectric dam In 1942, the Resident of Indochina M. Jean Decoux decided to build in Dalat the Ankroеt hydroelectric dam according to the planning schemes of Lagisquet. It was the first hydroelectric dam in Vietnam. The construction started in October 1942 and Ankroet hydroelectric dam was inaugurated in 1945. Ankroet hydroelectric center uses the water of Dankia Lake which has a surface area of 145 km² and water volume of 15.2 million meters cubes. Da Nhim hydroelectric dam Da Nhim hydroelectric dam in Dalat was built by the Japanese government for pay war damages caused during the period they occupied Vietnam in 1945. Many big industrial firms of Japan were involved in the construction of Da Nhim dam: design: Nippon Koei; dams: Kajima Hazama Gumi; generator: Mitsubishi; turbine: Toshiba, the main transformer: Fuji Denki; electrical panels: Hitachi. Da Nhim was constructed in 1959 and operated two official units 1 and 2 on January 1964 and two other units 3 and 4 on May 1964, with a total electric capacity of 160 MW. It is the biggest capacity of electricity production of Vietnam at that time. Today, Da Nhim hydroelectric dam is managed by Dalat Vietnam Electricity Corporation (CDV).

5- Legal factor For the implantation of Zen Cloud Hotel in Dalat, there are many legal factors. At first, because the country of Vietnam has a communist regime, all investment have to be adapted with the laws of Vietnam which sometimes are very difficult to understand. The communist regime is very different of the regime in Europe or in America, the business laws aren’t the same laws. Legal structure and capitalisation in Vietnam are very different of the European system. Utilizing well-connected relationships is an important factor in successfully and securely setting up a business in Vietnam.

Chapter 9 : Pricing Strategy and Finance

1- Pricing Strategy One of the four major elements of the marketing mix is price. Pricing is an important strategic issue because it is related to product positioning. Furthermore, pricing affects other marketing mix elements such as product features, channel decisions, and promotion. Dalat Zen Cloud Hotel will develop a marketing strategy which is based in a marketing analysis. We will fix good prices for all the rooms of hotel. Before the product is developed, the marketing strategy is formulated, including target market selection and product positioning. There usually is a trade-off between product quality and price, so price is an important variable in positioning. Pricing must take into account the competitive and legal environment in Dalat. We will create in Dalat Zen Cloud Hotel 3 kinds of rooms: 5 suites, 15 Deluxe rooms, 35 Superior rooms. 5 suites The 5 suites are splendid, spacious, with view overlooking the sky (the clouds), covering an area of 85m² with large balcony, large bed with cotton sheets, private marble bathroom, flat screen TV, Wi-Fi broadband free, satellite TV, an exceptional decoration. A free massage session and relaxation for the suite. Price: 750 – 900 USD 15 Deluxe rooms 15 Deluxe rooms of 40m² to 45m², with view overlooking the sky (the clouds), with large balcony, large bed with cotton sheets, bathroom, flat screen TV, Wi-Fi broadband free, satellite TV. Price: 400 – 450 USD 35 Superior rooms 35 Superior rooms: 35 standard rooms of 30 to 35m², with view overlooking the sky (the clouds), with large balcony, large bed with cotton sheets, bathroom, flat screen TV, Wi-Fi broadband free, satellite TV. Price: 300 – 350 USD

9,09%

Superior room

27,27%

Deluxe room Suite 63,64%

The composition of the 55 rooms of Dalat Zen Cloud Hotel

Number of rooms 40 35 30 25 20 15 10 5 0 Superior room (300 - 350 USD)

Deluxe room (400 - 450 USD)

Suite (750 - 900 USD)

Prices of rooms in Dalat Zen Cloud Hotel

Pricing will depend also on distribution and promotion decisions of the direction of Zen Cloud Hotel. Because there is a relationship between price and quantity demanded, it is important to understand the impact of pricing on sales by estimating the demand curve for the product. We shall use also the prices to signal a high quality of our rooms. We shall use also a price discount system for Dalat Zen Cloud Hotel: 

Quantity discount - offered to customers who purchase in large quantities.



Cumulative quantity discount - a discount that increases as the cumulative quantity increases. Cumulative discounts may be offered to customers who purchase large quantities over time but who do not wish to place large individual orders.



Seasonal discount - based on the time that the purchase is made and designed to reduce seasonal variation in sales. For example, the travel industry offers much lower off-season rates. Such discounts do not have to be based on time of the year; they also can be based on day of the week or time of the day, such as pricing offered by long distance and wireless service providers.



Promotional discount - a short-term discounted price offered to stimulate sales.

2- Project cost - It should be noted that all cost estimates have been provided to us by the promoter. - The estimates are based on quotations received by the promoters. - Input VAT will be refundable to the company and has therefore been deducted from the project cost. - Total project cost excluding VAT is 85,000,000 euros and is over a period of 3 years. The budget for the Marketing of Dalat Zen Cloud Hotel: 2012-2013 : 250,000 euros 2013-2014 : 400,000 euros 2014-2015 : 450,000 euros 2015-2016 : 500,000 euros 2016-2017 : 500,000 euros

3- Investment plan FINANCE for the creation of Dalat Zen Cloud Hotel: Investments: -

Capital of the society: Other investments: Loan of the third year: Total of Investments:

45,000,000 euros 25,000,000 euros 15,000,000 euros 85,000,000 euros

A/ The first phase (9 months for construction and design): -

Ground purchase: Construction of the buildings: Construction of the gardens: Construction of the elephant station: Construction of the boat station: Construction of SPA complex: Construction of the parkings: Construction of the helicopter aeroport: Construction of the road of 12 km: Total:

3,000,000 euros 15,000,000 euros 2,000,000 euros 1,000,000 euros 1,000,000 euros 6,000,000 euros 2,500,000 euros 7,500,000 euros 2,000,000 euros 40,000,000 euros

The necessary equipment: -

Pieces of furniture, linen, decoration Fitness activities Cooking equipment 5 luxurious limousines Importation of the limousines Total:

8,000,000 euros 3,000,000 euros 3,000,000 euros 500,000 euros 500,000 euros 15,000,000 euros

Total of the first phase:

55,000,000 euros

B/ The second phase (9 months of construction) in the 2nd operational year: -

Construction of the buildings: Construction of the 4 Zen Pavilions: Different equipments: Total of the second phase:

5,000,000 euros 5,000,000 euros 5,000,000 euros 15,000,000 euros

page 60

C/ The third phase (9 months of construction) in the 3rd operational year: -

Construction of the buildings: Construction of the business center : Different equipments : Total of the third phase:

5,000,000 euros 5,000,000 euros 5,000,000 euros 15,000,000 euros

4-Projected cash flow statement Over a period of 3 years the project will generate a net cash inflow of 15,000,000 euros. This represents a total yield of 16.85% over project cost.

5-Risk factors Although there might be a high logistics cost, the achievability of the project cannot be determined with absolute certainty. Government organizations, Vietnamese bureaucracy and difficult officials in important institutions are realities that could cause any business to be effectively derailed.

CONCLUSION

The trend of Zen concept in hospitality is a current positive element. In Asia the Zen concept is adapted to the culture. In Vietnam the quality of hotels takes source from the art of hospitality and from the smile of the Far East, from taste and flavor of exoticism, from that hidden charm side, luxury and sophistication that Asia is so well done. Zen Cloud Hotel wants to seduce the local and the international customers. The rising tide of hotel facilities in Vietnam is a reality. It grows in number of rooms, as well as quality, trying to develop a increasing tourism. The creation of Dalat Zen Cloud Hotel responds to the request of the market. The project concept of Zen Cloud Hotel in Dalat is attractive and interesting. This project could be realized only by the determination of the promoters.

REFERENCES

Reference 1: What is Zen? Zen is a school of Mahāyāna Buddhism founded by the Buddhist monk Bodhidharma. The word Zen is from the Japanese pronunciation of the Chinese word Chán (禪), which in turn is derived from the Sanskrit word dhyāna, which can be approximately translated as "meditation" or "meditative state." Zen emphasizes experiential wisdom in the attainment of enlightenment. As such, it deemphasizes theoretical knowledge in favor of direct self-realization through meditation and dharma practice. The teachings of Zen include various sources of Mahāyāna thought, including the Prajñāpāramitā literature, Madhyamaka, Yogācāra and the Tathāgatagarbha Sutras. The emergence of Zen as a distinct school of Buddhism was first documented in China in the 7th century. From China, Zen spread south to Vietnam, and east to Korea and Japan. As a matter of tradition, the establishment of Zen is credited to the South Indian Pallava prince-turned-monk Bodhidharma, who came to China during the rise of Tamil Buddhism in Tamilakam to teach a "special transmission outside scriptures, not founded on words or letters."

History and the origins of Zen The historical records required for a complete, accurate account of early Chán history no longer exist. Theories about the influence of other schools in the evolution of Chán are widely variable and rely heavily on speculative correlation rather than on written records or histories. Some scholars have argued that Chán developed from the interaction between Mahāyāna Buddhism and Taoism, while others insist that Chán has roots in yogic practices, the consideration of objects, and kasiṇa, total fixation of the mind. A number of other conflicting theories exist. The origins of Zen Buddhism are ascribed to the Flower Sermon, the earliest source for which comes from the 14th century. It is said that Gautama Buddha gathered his disciples one day for a Dharma talk. When they gathered together, the Buddha was completely silent and some speculated that perhaps the Buddha was tired or ill. The Buddha silently held up and twirled a flower and twinkled his eyes; several of his disciples tried to interpret what this meant, though none of them were correct. One of the Buddha's disciples, Mahākāśyapa, silently gazed at the flower and broke into a broad smile. The Buddha then acknowledged Mahākāśyapa's insight by saying the following: ―I possess the true Dharma eye, the marvelous mind of Nirvāṇa, the true form of the formless, the subtle Dharma gate that does not rest on words or letters but is a special transmission outside of the scriptures. This I entrust to Mahākāśyapa.‖ 63

Thus, through Zen there developed a way which concentrated on direct experience rather than on rational creeds or revealed scriptures. Wisdom was passed, not through words or concepts, but through a lineage of one-to-one direct transmission of experience from teacher to student. It is commonly taught that such a lineage has continued all the way from the Buddha's time to the present.

1. Bodhidharma. Woodcut print by Yoshitoshi, 1887. 2. Bodhidharma with Huike. Painting by Sesshū Tōyō, 15th century.

The establishment of Chán is traditionally credited to the Tamil prince-turned-monk Bodhidharma (formerly dated ca. 500 CE, but now ca. early 5th century), who is recorded as having come to China to teach a "special transmission outside scriptures" which "did not stand upon words". Bodhidharma is associated with several other names, and is also known by the name Bodhitara. He was given the name Bodhidharma by his teacher known variously as Panyatara, Prajnatara, or Prajñādhara. He is said to have been the son of a southern Indian Pallava king, and with the rise of Tamil Buddhism on the continent, utilized the Kanchipuram port of his residence in Tamilakam to reach China at a time when the two nations enjoyed strong trade with one another. Bodhidharma arrived in China and visited Canton and Luoyang. In Luoyang, he is reputed to have engaged in nine years of silent meditation, coming to be known as "the wall-gazing Brahman". This epithet is referring to him as an Indian holy man. Several scholars have suggested that Bodhidharma as a person never actually existed, but was a combination of various historical figures over several centuries.

In the Song of Enlightenment (證道歌 Zhèngdào gē) of Yǒngjiā Xuánjué (永嘉玄覺, 665– 713)—one of the chief disciples of Huìnéng, the 6th patriarch of Chán Buddhism—it is written that Bodhidharma was the 28th patriarch in a line of descent from Mahākāśyapa, a disciple of Śākyamuni Buddha, and the first patriarch of Chán Buddhism: Mahākāśyapa was the first, leading the line of transmission; Twenty-eight Fathers followed him in the West; The Lamp was then brought over the sea to this country; And Bodhidharma became the First Father here: His mantle, as we all know, passed over six Fathers, And by them many minds came to see the Light. Often attributed to Bodhidharma is the Bloodstream Sermon, which was actually composed quite some time after his death. Buddhas don't save buddhas. If you use your mind to look for a buddha, you won't see the Buddha. As long as you look for a buddha somewhere else, you'll never see that your own mind is the Buddha. Don't use a buddha to worship a buddha. And don't use the mind to invoke a buddha. Buddhas don't recite sutras. Buddhas don't keep precepts. And buddhas don't break precepts. Buddhas don't keep or break anything. Buddhas don't do good or evil. To find a buddha, you have to see your nature. Another famous legend involving Bodhidharma is his meeting with Emperor Wu of Liang. Emperor Wu took an interest in Buddhism and spent a great deal of public wealth on funding Buddhist monasteries in China. When he had heard that a great Buddhist teacher, Bodhidharma, had come to China, he sought an audience with him. When they met, Emperor Wu asked how much karmic merit he had gained from his noble support of Buddhism. Bodhidharma replied "None at all." The Emperor asked "Then what is the truth of the teachings?" Bodhidharma replied, "Vast emptiness, nothing holy." So the emperor asked "Then who are you standing in front of me?" Bodhidharma replied "I am nothing," and walked out. Another legend involving Bodhidharma is that he visited the Shaolin Temple in the kingdom of Wei, at some point, and taught them a series of exercises which became the basis for the Shaolin martial arts. Bodhidharma settled in the kingdom of Wei. Shortly before his death, Bodhidharma appointed a disciple named Huike to succeed him, making Huike the first Chinese-born ancestral founder and the second ancestral founder of Chán in China. Bodhidharma is said to have passed three items to Huike as a sign of transmission of the Dharma: a robe, a bowl, and a copy of the Laṅkāvatāra Sūtra. The transmission then passed to the second ancestral founder Huike, the third Sengcan, the fourth ancestral founder Daoxin, and the fifth ancestral founder Hongren. According to tradition, the sixth and last ancestral founder, Huineng (惠能; 638–713), was one of the giants of Ch'an history, and all surviving schools regard him as their ancestor. The dramatic story of Huineng's life tells that there was a controversy over his claim to the title of patriarch. After being chosen by Hongren, the fifth ancestral founder, Huineng had to flee by

night to Nanhua Temple in the south to avoid the wrath of Hongren's jealous senior disciples. Modern scholarship, however, has questioned this narrative, since the only surviving records of this account were authored by members of the Southern school. Historic research reveals that this story was created to lend authority to the so-called Southern School. In the middle of the 8th century, monks claiming to be among the successors to Huineng, calling themselves the Southern school, cast themselves in opposition to those claiming to succeed Hongren's then publicly recognized student Shenxiu (神秀; ?-706). It is commonly held that it is at this point — that is, the debates between these rival factions — that Ch'an enters the realm of fully documented history. Aside from disagreements over the valid lineage, doctrinally the Southern school is associated with the teaching that enlightenment is sudden, while the Northern School is associated with the teaching that enlightenment is gradual. The Southern school eventually became predominant and their Northern school rivals died out. The following are the six ancestral founders of Chán in China as listed in traditional sources: 1. 2. 3. 4. 5. 6.

Bodhidharma (達摩) ca. 440 – ca. 528 Huike (慧可) 487–593 Sengcan (僧燦) ?–606 Daoxin (道信) 580–651 Hongren (弘忍) 601–674 Huineng (慧能) 638–713

In the centuries following the introduction of Buddhism to China, Chán (禪) grew to become the largest sect in Chinese Buddhism, and produced the largest body of literature in Chinese history of any sect or tradition. The teachers claiming Huineng's posterity began to branch off into numerous different schools, each with their own special emphasis, but all of which kept the same basic focus on meditation practice, personal instruction, and personal experience. During the late Tang and the Song periods, the tradition continued, as a wide number of eminent teachers, such as Mazu, Shitou, Baizhang, Huangbo, Linji, and Yunmen developed specialized teaching methods, which would variously become characteristic of the Five Houses of Chán.

The Five Houses of Zen Developing primarily in the Tang dynasty in China, Classic Zen is traditionally divided historically into the Five Houses (Ch. 五家) of Zen or five "schools". These were not originally regarded as "schools" or "sects", but historically, they have come to be understood that way. In their early history, the schools were not institutionalized, they were without dogma, and the teachers who founded them were not idolized.

The Five Houses of Zen are:     

Guiyang school (潙仰宗), named after masters Guishan Lingyou (771–854) and Yangshan Huiji (813–890) Linji school (臨濟宗), named after master Linji Yixuan (died 866) Caodong school (曹洞宗), named after masters Dongshan Liangjie (807–869) and Caoshan Benji (840–901) Yunmen school (雲門宗), named after master Yunmen Wenyan (died 949) Fayan school (法眼宗), named after master Fayan Wenyi (885–958)

Most Zen lineages throughout Asia and the rest of the world originally grew from or were heavily influenced by the original five houses of Zen. This list does not include earlier schools such as the Hongzhou school (洪州宗) of Mazu.

Zen (Thiền) in Vietnam

Zen monks performing a service in Huế (Vietnam)

Thiền Buddhism (禪宗 Thiền Tông) is the Vietnamese name for the school of Zen Buddhism. Thiền is ultimately derived from the Chinese Chán Zōng (禪宗). According to traditional accounts of Vietnam, in 580, an Indian monk named Vinitaruci (Vietnamese: Tì-ni-đa-lưu-chi) traveled to Vietnam after completing his studies with Sengcan, 67

the third patriarch of Chinese Chán. This, then, would be the first appearance of Vietnamese Thiền Buddhism. The sect that Vinitaruci and his lone Vietnamese disciple founded would become known as the oldest branch of Thiền. After a period of obscurity, the Vinitaruci School became one of the most influential Buddhist groups in Vietnam by the 10th century, particularly so under the patriarch Vạn-Hạnh (died 1018). Other early Vietnamese Zen schools included the Vô Ngôn Thông, which was associated with the teaching of Mazu, and the Thảo Đường, which incorporated nianfo chanting techniques; both were founded by Chinese monks. A new school was founded by one of Vietnam's religious kings; this was the Trúc Lâm school, which evinced a deep influence from Confucian and Taoist philosophy. Nevertheless, Trúc Lâm's prestige waned over the following centuries as Confucianism became dominant in the royal court. In the 17th century, a group of Chinese monks led by Nguyên Thiều established a vigorous new school, the Lâm Tế, which is the Vietnamese pronunciation of Linji. A more domesticated offshoot of Lâm Tế, the Liễu Quán school, was founded in the 18th century and has since been the predominant branch of Vietnamese Thiền. Zen master Thích Thanh Từ is credit for renovating Thien Trúc Lâm in Việt Nam. He is one of the most prominent and influential figure of Viet Nam zen masters currently alive. He was a disciple of Master Thích Thiện Hoa. The most famous practitioner of syncretized Thiền Buddhism in the West is Thích Nhất Hạnh who has authored dozens of books and founded Dharma center Plum Village in France together with his colleague Chan Khong, Bhikkhuni and Zen Master.

Zen in Japan The schools of Zen that currently exist in Japan are the Sōtō (曹洞), Rinzai (臨済), and Ōbaku (黃檗). Of these, Sōtō is the largest and Ōbaku the smallest. Rinzai is itself divided into several subschools based on temple affiliation, including Myoshin-ji, Nanzen-ji, Tenryū-ji, Daitoku-ji, and Tofuku-ji. Zen was not introduced as a separate school until the 12th century, when Myōan Eisai traveled to China and returned to establish a Linji lineage, which is known in Japan as Rinzai. Decades later, Nanpo Shōmyō (南浦紹明?) (1235–1308) also studied Linji teachings in China before founding the Japanese Otokan lineage, the most influential branch of Rinzai. In 1215, Dōgen, a younger contemporary of Eisai's, journeyed to China himself, where he became a disciple of the Caodong master Tiantong Rujing. After his return, Dōgen established the Sōtō school, the Japanese branch of Caodong. The Ōbaku lineage was introduced in the 17th century by Ingen, a Chinese monk. Ingen had been a member of the Linji school, the Chinese equivalent of Rinzai, which had developed separately from the Japanese branch for hundreds of years. Thus, when Ingen

journeyed to Japan following the fall of the Ming Dynasty to the Manchus, his teachings were seen as a separate school. The Ōbaku school was named for Mount Ōbaku (Ch. 黄檗山; Huángbò Shān), which had been Ingen's home in China.

Sōtō monk in Arashiyama, Kyoto

In the year 1410 a Zen Buddhist monk from Nanzen-ji, a large temple complex in the Japanese capital of Kyoto, wrote out a landscape poem and had a painting done of the scene described by the poem. Then, following the prevailing custom of his day, he gathered responses to the images by asking prominent fellow monks and government officials to inscribe it, thereby creating a shigajiku poem and painting scroll. Such scrolls emerged as a preeminent form of elite Japanese culture in the last two decades of the fourteenth century, a golden age in the phenomenon now known as Japanese Zen culture. "The Unfettered Mind", a treatise on the art of the sword written by Takuan Sōhō (1573-1645), has historically influenced the development of martial arts in its philosophical and spiritual aspects. Some contemporary Japanese Zen teachers, such as Daiun Harada and Shunryu Suzuki, have criticized Japanese Zen as being a formalized system of empty rituals in which very few Zen practitioners ever actually attained realization. They assert that almost all Japanese temples have become family businesses handed down from father to son, and the Zen priest's function has largely been reduced to officiating at funerals, a practice sarcastically referred to in Japan as sōshiki bukkyō (葬式仏教?, funeral Buddhism). Along these lines, the Sōtō school published statistics stating that 80 percent of laity visited temples only for reasons having to do with funerals and death. 69

The Japanese Zen establishment — including the Sōtō sect, the major branches of Rinzai, and several renowned teachers — has also been criticized for its involvement in Japanese militarism and nationalism during World War II and the preceding period. A notable work on this subject was Zen at War (1998) by Brian Victoria, an American-born Sōtō priest. One of his findings was that some Zen masters known for their post-war internationalism and promotion of "world peace" were open nationalists in the inter-war years. Among them as an example Haku'un Yasutani, the founder of the Sanbo Kyodan School, even voiced anti-semitic and nationalistic opinions after World War II.

Zen practice As the name Zen implies, sitting meditation is a core aspect of Zen practice. In Japanese this is called zazen, and in Chinese it is called zuòchán (坐禅), both simply meaning "sitting dhyāna". During this sitting meditation, practitioners usually assume a position such as the lotus position, half-lotus, Burmese, or seiza postures. To regulate the mind, awareness is directed towards counting or watching the breath or put in the energy center below the navel. Often, a square or round cushion placed on a padded mat is used to sit on; in some other cases, a chair may be used. In the Soto school of Zen, meditation with no objects, anchors, or content, is the primary form of practice. The meditator strives to be aware of the stream of thoughts, allowing them to arise and pass away without interference. Considerable textual, philosophical, and phenomenological justification of this practice can be found throughout Dōgen's Shōbōgenzō, as for example in the "Principles of Zazen" and the "Universally Recommended Instructions for Zazen". Zen traditions include periods of intensive group meditation in a monastery. While the daily routine in the monastery may require monks to meditate for several hours each day, during this intensive period they devote themselves almost exclusively to the practice of sitting meditation. The numerous 30–50 minute long meditation periods are interleaved with short rest breaks, meals, and sometimes, short periods of work should be performed with the same mindfulness; nightly sleep is kept to a minimum: 7 hours or less. In modern Buddhist practice in Japan, Taiwan, and the West, lay students often attend these intensive practice sessions, which are typically 1, 3, 5, or 7 days in length. These are held at many Zen centers, especially in commemoration of the Buddha's attainment of Anuttarā Samyaksaṃbodhi. One distinctive aspect of Zen meditation in groups is the use of a flat wooden slat used to keep meditators focused and awake. A practice in many Zen monasteries and centers is a daily liturgy service. Practitioners chant major sutras such as the Heart Sutra, chapter 25 of the Lotus Sutra (often called the "Avalokiteshvara Sutra"), the Song of the Jewel Mirror Awareness, the Great Compassionate Heart Dharani (Daihishin Dharani), and other minor mantras. The Butsudan is the altar in a monastery where offerings are made to the images of the Buddha or Bodhisattvas. The same term is also used in Japanese homes for the altar where one prays to 70

and communicates with deceased family members. As such, reciting liturgy in Zen can be seen as a means to connect with the Bodhisattvas of the past. Liturgy is often used during funerals, memorials, and other special events as means to invoke the aid of supernatural powers. Chanting usually centers on major Bodhisattvas like Avalokiteshvara (see also Guan Yin) and Manjusri. According to Mahayana Buddhism, Bodhisattvas are beings who have taken vows to remain in Samsara to help all beings achieve liberation from the cycle of birth, death and rebirth. Since the Zen practitioner's aim is to walk the Bodhisattva path, chanting can be used as a means to connect with these beings and realize this ideal within oneself. By repeatedly chanting the Avalokiteshvara sutra (観世音菩薩普門品 Kanzeon Bosatsu Fumonbon?), for example, one instills the Bodhisattva's ideals into ones mind. The ultimate goal is given in the end of the sutra, which states, "In the morning, be one with Avalokiteshvara; in the evening, be one with Avalokiteshvara". Through the realization of emptiness and the Mahayana notion that all things have Buddha-nature, one understands that there is no difference between the cosmic bodhisattva and oneself. The wisdom and compassion of the Bodhisattva one is chanting to is seen to equal the inner wisdom and compassion of the practitioner. Thus, the duality between subject and object, practitioner and Bodhisattva, chanter and sutra is ended. There are other techniques common in the Zen tradition which seem unconventional and whose purpose is said to be to shock a student in order to help him or her let go of habitual activities of the mind. Some of these are common today, while others are found mostly in anecdotes. These include the loud belly shout known as katsu. It is common in many Zen traditions today for Zen teachers to have a stick with them during formal ceremonies which is a symbol of authority and which can be also used to strike on the table during a talk. The now defunct Fuke Zen sect was also well known for practicing suizen, musical meditation with the shakuhachi flute, which some Zen Buddhists today also practice.

Zen in the Western world Although it is difficult to trace when the West first became aware of Zen as a distinct form of Buddhism, the visit of Soyen Shaku, a Japanese Zen monk, to Chicago during the World Parliament of Religions in 1893 is often pointed to as an event that enhanced its profile in the Western world. It was during the late 1950s and the early 1960s that the number of Westerners, other than the descendants of Asian immigrants, pursuing a serious interest in Zen reached a significant level. In Europe, the Expressionist and Dada movements in art tend to have much in common thematically with the study of koans and actual Zen. The early French surrealist René Daumal translated D.T. Suzuki as well as Sanskrit Buddhist texts. Eugen Herrigel's book Zen in the Art of Archery (1953), describing his training in the Zeninfluenced martial art of Kyūdō, inspired many of the Western world's early Zen practitioners. However, many scholars, such as Yamada Shoji, are quick to criticize this book. The British philosopher Alan Watts took a close interest in Zen Buddhism and wrote and lectured extensively on it during the 1950s. He understood it as a vehicle for a mystical transformation of consciousness, and also as a historical example of a non-Western, nonChristian way of life that had fostered both the practical and fine arts. 71

The Dharma Bums, a novel written by Jack Kerouac and published in 1959, gave its readers a look at how a fascination with Buddhism and Zen was being absorbed into the bohemian lifestyles of a small group of American youths, primarily on the West Coast. Beside the narrator, the main character in this novel was "Japhy Ryder", a thinly veiled depiction of Gary Snyder. The story was based on actual events taking place while Snyder prepared, in California, for the formal Zen studies that he would pursue in Japanese monasteries between 1956 and 1968. Thomas Merton (1915â&#x20AC;&#x201C;1968) the Catholic Trappist monk and priest was internationally recognized as having one of those rare Western minds that was entirely at home in Asian experience. Like his friend, the late D.T. Suzuki, Merton believed that there must be a little of Zen in all authentic creative and spiritual experience. The dialogue between Merton and Suzuki explores the many congruencies of Christian mysticism and Zen. Robert Kennedy (roshi), a Catholic Jesuit priest, professor, psychotherapist and Zen roshi in the White Plum lineage has written a number of books about what he labels as the benefits of Zen practice to Christianity. He was ordained a Catholic priest in Japan in 1965, and studied with Yamada Koun in Japan in the 1970s. He was installed as a Zen teacher of the White Plum Asanga lineage in 1991 and was given the title Roshi in 1997. In 1989, the Vatican released a document which states some Catholic appreciations around the use of Zen in Christian prayer. According to the text none of the methods proposed by nonChristian religions should be rejected out of hand simply because they are not Christian. On the contrary, one can take from them what is useful so long as the Christian conception of prayer, its logic and requirements are never obscured. Reginald Horace Blyth (1898â&#x20AC;&#x201C;1964) was an Englishman who went to Japan in 1940 to further his study of Zen. He was interned during World War II and started writing in prison. He was tutor to the Crown Prince after the war. His greatest work is the 5-volume "Zen and Zen Classics", published in the 1960s. In it, he discusses Zen themes from a philosophical standpoint, often in conjunction with Christian elements in a comparative spirit. His essays include titles such as "God, Buddha, and Buddhahood" or "Zen, Sin, and Death". While Zen and the Art of Motorcycle Maintenance, by Robert M. Pirsig, was a 1974 bestseller, it in fact has little to do with Zen as a religious practice nor with motorcycle maintenance for that matter. Rather it deals with the notion of the metaphysics of "quality" from the point of view of the main character. Pirsig was attending the Minnesota Zen Center at the time of writing the book. He has stated that, despite its title, the book "should in no way be associated with that great body of factual information relating to orthodox Zen Buddhist practice". Though it may not deal with orthodox Zen Buddhist practice, Pirsig's book in fact deals with many of the more subtle facets of Zen living and Zen mentality without drawing attention to any religion or religious organization. A number of contemporary authors have explored the relationship between Zen and a number of other disciplines, including parenting, teaching, and leadership. This typically involves the use of Zen stories to explain leadership strategies. 72

Derived from China Covering over 480 acres of land and located in Talmage, California, the City of Ten Thousand Buddhas was founded by Hsuan Hua. The first Chinese master to teach Westerners in North America was Hsuan Hua, who taught Chán and other traditions of Chinese Buddhism in San Francisco during the early 1960s. He went on to found the City Of Ten Thousand Buddhas, a monastery and retreat center located on a 237 acre (959,000 m²) property near Ukiah, California. Another Chinese Chán teacher with a Western following is Sheng-yen, a master trained in both the Caodong and Linji schools. He first visited the United States in 1978 under the sponsorship of the Buddhist Association of the United States, and subsequently founded the CMC Chán Meditation Center in Queens, New York and the Dharma Drum Retreat Center in Pine Bush, New York. The Fo Guang Shan organization, which has branches worldwide, also belongs to the Chan school; its founder, the Venerable Master Hsing Yun is a lineage holder in the Linji (Rinzai) tradition.

Derived from Vietnam Two notable Vietnamese Zen teachers have been influential in Western countries: Thich ThienAn and Thich Nhat Hanh. Thich Thien-An came to America in 1966 as a visiting professor at UCLA and taught traditional Thien meditation. Thich Nhat Hanh was a monk in Vietnam during the Vietnam War, during which he was a peace activist. In response to these activities, he was nominated for the Nobel Peace Prize in 1967 by Martin Luther King, Jr. In 1966, he left Vietnam in exile and now resides at Plum Village, a monastery in France. He has written more than one hundred books about Buddhism, which have made him one of the very few most prominent Buddhist authors among the general readership in the West. In his books and talks, Thich Nhat Hanh emphasizes mindfulness (sati) as the most important practice in daily life.

Pan-lineage organizations in the United States In the United States, two pan-lineage organizations have formed in the last few years. The oldest is the American Zen Teachers Association which sponsors an annual conference. North American Soto teachers in North America, led by several of the heirs of Taizan Maezumi and Shunryu Suzuki, have also formed the Soto Zen Buddhist Association.

Reference 2: Buddhism in Vietnam Buddhism in Vietnam (called đạo Phật) as practiced by the ethnic Vietnamese is mainly of the Mahāyāna tradition. Buddhism came to Vietnam as early as the 2nd century CE through the North from Central Asia and via Southern routes from India. Vietnamese Buddhism has had a symbiotic relationship with Taoism, Chinese spirituality, and the indigenous Vietnamese religion. 

1. Ceramic stupa with lotus, bodhi leaf (Lý dynasty, 11th-13th century) 2. Terracotta Bodhi leaves with dragon motif (Lý-Trần dynasties, 11th-14th century) 3. The boy Buddha rising up from lotus. Crimson and gilded wood (Trần-Hồ dynasties, 14th15th century) Buddhism came to Vietnam in the 1st or 2nd century AD through the North from central Asia and China and via the South from India trade routes. By the end of the 2nd century, Vietnam developed a major Buddhist centre (probably Mahayana) in the region, commonly known as the Luy Lâu centre, now in the Bắc Ninh province, north of the present day capital city of Hanoi . Luy Lâu was the capital of Giao Chỉ, (the former name of Vietnam), and was a popular place visited by many Indian Buddhist missionary monks to China. The monks followed the sea route from the Indian sub-continent to China used by Indian traders. A number of Mahayana sutras and the Agamas were translated into Chinese script at that centre, including the Sutra of FortyTwo Chapters and the Anapanasati. Over the next eighteen centuries Vietnam and China shared many common features of cultural, philosophical and religious heritage. This was due to geographical proximity to one another and Vietnam being annexed twice by the Chinese. Vietnamese Buddhism is closely related to Chinese Buddhism in general, and to some extent reflects the formation of Chinese Buddhism after the Song Dynasty. Theravada Buddhism would become incorporated through the annexation of the Khmer land and Khmer people. 74

During the Đinh Dynasty (968-980) Buddhism was recognized by the state as an official religion (~971) suggesting that the current kings at the time held Buddhism in high regard. The Early Lê Dynasty (980-1009) would follow a similar path. Reasons for growth of Buddhism during this time is contributed to an influx of educated monks, a newly independent state needing an ideological basis on which to build a country and the development of Confucianism. Buddhism became more prominent during the Lý Dynasty (1009–1225) beginning with the founder Lý Thái Tổ who was raised in a pagoda (Buddhist temple). All of the kings during the Ly Dynasty supported Buddhism as a state religion and this continued into the Trần Dynasty (1225–1400) where Buddhism later developed in combination with Confucianism. Buddhism fell out of favor during the Later Lê Dynasty and would grow under the Nguyễn Dynasty. A Buddhist revival (Chan Hung Phat Giao) started in 1920 in an effort to reform and develop institutional Buddhism, which continues today. Under Communist rule many religious practices in Vietnam Buddhism were suppressed. However a government sanctioned and approved United Buddhist Church was created in the North. In the South, The Unified Buddhist Church was created and opposed the communist government. Since Đổi Mới (1986) many reforms have allowed Buddhism to be practiced further. It was not until 2007 that Pure Land Buddhism, the most widespread type of Buddhism practiced in Vietnam, was officially recognized as a religion by the government.

Buddhism Practice in Vietnam

Followers in Vietnam practice differing traditions without any problem or sense of contradiction. Few Vietnamese Buddhists would identify themselves as a particular kind of Buddhism, as a Christian might identify him or herself by a denomination, for example. Although Vietnamese Buddhism does not have a strong centralized structure, the practice is similar throughout the country at almost any temple. Gaining merit is the most common and essential practice in Vietnamese Buddhism with a belief that liberation takes place with the help of Buddhas and bodhisattvas. Buddhist monks commonly chant sutras, recite Buddhas’ names (Amitabha most notably, doing repentance and praying for rebirth in the Pure Land). The Lotus Sutra and Amitabha Sutra are the most commonly used sutras. Most sutras and texts have come from China and have been translated into Sino-Vietnamese (Han –Viet) rather than the vernacular making them largely incomprehensible to most practitioners. Three services are practiced regularly at dawn, noon, and dusk. They include sutras (mainly devotional), reciting dharanis and Buddha’s name, and circumambulation (walking meditation). Laypeople at times join the services at the temple and some devout Buddhist practice the services at home. Special services such as Sam Nguyen / Sam Hoi (confession / repentance) takes place on the full moon and new moon each month. Chanting the name of Buddha is one way of repenting and purifying bad karma. 75

The overall doctrinal position of Vietnamese Buddhism is the inclusive system of Tiantai, with the higher metaphysics informed by the Huayan tradition; however, the orientation of Vietnamese Buddhism is syncretic without making such distinctions. Therefore, modern practice of Vietnamese Buddhism can be very eclectic, including elements from Zen, Pure Land, Tiantai, and popular practices from Esoteric Buddhism. The methods of Pure Land Buddhism are perhaps the most widespread within Vietnam. It is common for practitioners to recite sutras, chants and dharanis looking to gain protection through bodhisattvas or Dharma-Protectors. It is a devotional practice where those practicing put their faith into Amitabha Buddha (A Di Đà Phật). Followers believe they will gain rebirth in the Pure Land by chanting Amitabha’s name. The Pure Land is where one can more easily gain enlightenment since suffering does not exist. Many religious organizations have not been recognized by the government however in 2007, with 1.5 million followers, The Vietnamese Pure Land Buddhism Association (Tịnh Độ Cư Sĩ Phật Hội Việt Nam ) received official recognition as an independent and legal religious organization. Thiền is the Vietnamese name for the school of Zen Buddhism. Thiền Tông, or the "Zen school", is derived from the Chinese Chan-zong, in which Chan derivatives of the Sanskrit "Dhyāna". The traditional account is that in 580 CE, an Indian monk named Vinitaruci (Vietnamese: Tì-ni-đalưu-chi) traveled to Vietnam after completing his studies with Jianzhi Sengcan, the third patriarch of Chinese Zen. This would be the first appearance of Vietnamese Zen, or Thien (thiền) Buddhism. The sect that Vinitaruci and his lone Vietnamese disciple founded would become known as the oldest branch of Thien. After a period of obscurity, the Vinitaruci School became one of the most influential Buddhist groups in Vietnam by the 10th century, particularly under the patriarch Vạn-Hạnh (died 1018). Other early Vietnamese Zen schools included the Vo Ngon Thong (Vô Ngôn Thông), which was associated with the teaching of Mazu, and the Thao Duong (Thảo Đường), which incorporated nianfo chanting techniques; both were founded by Chinese monks. A new Thiền school was founded by King Trần Nhân Tông (1258–1308); called Trúc Lâm (Bamboo Grove) school, which evinced a deep influence from Confucian and Taoist philosophy. Nevertheless, Trúc Lâm's prestige waned over the following centuries as Confucianism became dominant in the royal court. In the 17th century, a group of Chinese monks led by Nguyên Thiều introduced the Ling school ( Lâm Tế). A more domesticated offshoot of Lâm Tế, the Liễu Quán school, was founded in the 18th century and has since been the predominant branch of Vietnamese Zen. Some scholars argue that the importance and prevalence of Zen (Thiền) in Vietnam has been greatly overstated and that Zen has played more of an elite rhetorical role than a role of practice. The Thiền Uyển Tập Anh (Outstanding Figures in the Vietnamese Zen Community) has been the dominant text used to legitimize the Zen Buddhist lineage and history within Vietnam. However Cuong Tu Nguyen’s ―Zen in Medieval Vietnam: A Study and Translation of the Thien Tap Anh‖ (1997) gives a critical review of how the text has been used to create a history of Zen Buddhism that that is ―fraught with discontinuity‖. Current day Buddhist practices are not reflective of a Zen past is that in modern day Vietnam the common practices are more focused on ritual and devotion than the Zen focus on meditation. Nonetheless, we are seeing an increased population in Zen today. Two figures who have been responsible for this increased interest in Thien is Thich Nhat Hanh, currently residing in France, and Thich Thanh Tu, who lives in Dalat. 76

Reference 3: What are Yin and Yang?

In Asian philosophy, the concept of yin yang (simplified Chinese: 阴阳; traditional Chinese: 陰陽; pinyin: yīnyáng), which is often referred to in the West as "yin and yang", is used to describe how polar opposites or seemingly contrary forces are interconnected and interdependent in the natural world, and how they give rise to each other in turn. Opposites thus only exist in relation to each other. The concept lies at the origins of many branches of classical Chinese science and philosophy, as well as being a primary guideline of traditional Chinese medicine, and a central principle of different forms of Chinese martial arts and exercise, such as baguazhang, taijiquan (t'ai chi), and qigong (Chi Kung) and of I Ching divination. Many natural dualities—e.g. dark and light, female and male, low and high, cold and hot— are thought of as manifestations of yin and yang. Yin yang are not opposing forces (dualities), but complementary opposites that interact within a greater whole, as part of a dynamic system. Everything has both yin and yang aspects as light cannot exist without darkness and vice-versa, but either of these aspects may manifest more strongly in particular objects, and may ebb or flow over time. The concept of yin and yang is often symbolized by various forms of the Taijitu symbol, for which it is probably best known in western cultures. There is a perception (especially in the West) that yin and yang correspond to evil and good. However, Taoist philosophy generally discounts good/bad distinctions and other dichotomous moral judgments, in preference to the idea of balance. Confucianism (most notably the philosophy of Dong Zhongshu, c. the 2nd century BCE) did attach a moral dimension to the idea of yin and yang, but the modern sense of the term largely stems from Buddhist adaptations of Taoist philosophy. 77

The nature of yin–yang

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In Taoist philosophy, shade and light, yin and yang, arrives in the dàodéjīng (道德經). It becomes sensible from an initial quiescence or emptiness (wuji, sometimes symbolized by an empty circle), and continues moving until quiescence is reached again. For instance, dropping a stone in a calm pool of water will simultaneously raise waves and lower troughs between them, and this alternation of high and low points in the water will radiate outward until the movement dissipates and the pool is calm once more. Yin and yang thus are always opposite and equal qualities. Further, whenever one quality reaches its peak, it will naturally begin to transform into the opposite quality: for example, grain that reaches its full height in summer (fully yang) will produce seeds and die back in winter (fully yin) in an endless cycle. It is impossible to talk about yin or yang without some reference to the opposite, since yin and yang are bound together as parts of a mutual whole (e.g. you cannot have the back of a hand without the front). A way to illustrate this idea is to postulate the notion of a race with only men or only women; this race would disappear in a single generation. Yet, men and women together create new generations that allow the race they mutually create (and mutually come from) to survive. The interaction of the two gives birth to things. Yin and yang transform each other: like an undertow in the ocean, every advance is complemented by a retreat, and every rise transforms into a fall. Thus, a seed will sprout from the earth and grow upwards towards the sky – an intrinsically yang movement. Then, when it reaches its full potential height, it will fall.

Symbolism and its importance Yin is the black side with the white dot on it and yang is the white side with the black dot on it. The relationship between yin and yang is often described in terms of sunlight playing over a mountain and in the valley. Yin is the dark area occluded by the mountain's bulk, while yang is the brightly lit portion. As the sun moves across the sky, yin and yang gradually trade places with each other, revealing what was obscured and obscuring what was revealed. Yin is characterized as slow, soft, yielding, diffuse, cold, wet, and passive; and is associated with water, earth, the moon, femininity and nighttime. Yang, by contrast, is fast, hard, solid, focused, hot, dry, and aggressive; and is associated with fire, sky, the sun, masculinity and daytime.

The principle of yin and yang is represented in Taoism by the Taijitu (literally "diagram of the supreme ultimate") diagram. The term is commonly used to mean the simple "divided circle" form, but may refer to any of several schematic diagrams representing these principles. Similar symbols have also appeared in other cultures, such as in Celtic art and Roman shield markings.

Reference 4: What is Meditation? Meditation refers to any form of a family of practices in which practitioners train their minds or self-induce a mode of consciousness to realize some benefit. Meditation is generally an inwardly oriented, personal practice, which individuals can do by themselves. Prayer beads or other ritual objects may be used during meditation. Meditation may involve invoking or cultivating a feeling or internal state, such as compassion, or attending to a specific focal point. The term can refer to the state itself, as well as to practices or techniques employed to cultivate the state. There are dozens of specific styles of meditation practice; the word meditation may carry different meanings in different contexts. Meditation has been practiced since antiquity as a component of numerous religious traditions. A 2007 study by the U.S. government found that nearly 9.4% of U.S. adults (over 20 million) had practiced meditation within the past 12 months, up from 7.6% (more than 15 million people) in 2002. Since the 1960s, meditation has been the focus of increasing scientific research of uneven rigor and quality. In over 1,000 published research studies, various methods of meditation have been linked to changes in metabolism, blood pressure, brain activation, and other bodily processes. Meditation has been used in clinical settings as a method of stress and pain reduction.

Terminology of Meditation

Caravans on the Silk Road helped spread meditative practices from India. The English meditation is derived from the Latin meditatio, from a verb meditari, meaning "to think, contemplate, devise, ponder, meditate". In the Old Testament hāgâ (Hebrew: ), means to sigh or murmur, but also to meditate. When the Hebrew Bible was translated into Greek, hāgâ became the Greek melete. The Latin Bible then translated hāgâ/melete into meditatio. The use of the term meditatio as part of a formal, stepwise process of meditation goes back to the 12thcentury monk Guigo II. 79

Apart from its historical usage, the term meditation was introduced as a translation for Eastern spiritual practices, referred to as dhyÄ na in Buddhism and in Hinduism, which comes from the Sanskrit root dhyai, meaning to contemplate or meditate. The term "meditation" in English may also refer to practices from Islamic Sufism, or other traditions such as Jewish Kabbalah and Christian Hesychasm. An edited book about "meditation" published in 2003, for example, included chapter contributions by authors describing Buddhist, Christian, Hindu, Islamic, and Taoist traditions. Scholars have noted that "the term 'meditation' as it has entered contemporary usage" is parallel to the term "contemplation" in Christianity.

History of Meditation

Man Meditating in a Garden Setting The history of meditation is intimately bound up with the religious context within which it was practiced. Even in prehistoric times civilizations used repetitive, rhythmic chants and offerings to appease the gods. Some authors have even suggested the hypothesis that the emergence of the capacity for focused attention, an element of many methods of meditation, may have contributed to the final phases of human biological evolution. References to meditation with Rishabha in Jainism go back to the Acaranga Sutra dating to 500 BC. Around 500-600BC Taoists in China and Buddhists in India began to develop meditative practices. In the west, by 20BCE Philo of Alexandria had written on some form of "spiritual exercises" involving attention (prosoche) and concentration and by the 3rd century Plotinus had developed meditative techniques. The PÄ li Canon, which dates to 1st century BCE considers Indian Buddhist meditation as a step towards salvation. By the time Buddhism was spreading in China, the Vimalakirti Sutra which dates to 100CE included a number of passages on meditation, clearly pointing to Zen. The Silk Road transmission of Buddhism introduced meditation to other oriental countries, and in 653 the first meditation hall was opened in Japan. Returning from China around 1227, DĹ?gen wrote the instructions for Zazen. 80

The Islamic practice of Dhikr had involved the repetition of the 99 Names of God since the 8th or 9th century. By the 12th century, the practice of Sufism included specific meditative techniques, and its followers practiced breathing controls and the repetition of holy words. Interactions with Indians or the Sufis may have influenced the Eastern Christian meditation approach to hesychasm, but this can not be proved. Between the 10th and 14th centuries, hesychasm was developed, particularly on Mount Athos in Greece, and involves the repetition of the Jesus prayer. Western Christian meditation contrasts with most other approaches in that it does not involve the repetition of any phrase or action and requires no specific posture. Western Christian meditation progressed from the 6th century practice of Bible reading among Benedictine monks called Lectio Divina, i.e. divine reading. Its four formal steps as a "ladder" were defined by the monk Guigo II in the 12th century with the Latin terms lectio, meditatio, oratio, and contemplatio (i.e. read, ponder, pray, contemplate). Western Christian meditation was further developed by saints such as Ignatius of Loyola and Teresa of Avila in the 16th century. By the 18th century, the study of Buddhism in the West was a topic for intellectuals. The philosopher Schopenhauer discussed it, and Voltaire asked for toleration towards Buddhists. The first English translation of the Tibetan Book of the Dead was published in 1927. Secular forms of meditation were introduced in India in the 1950s as a Westernized form of Hindu meditative techniques and arrived in the United States and Europe in the 1960s. Rather than focusing on spiritual growth, secular meditation emphasizes stress reduction, relaxation and self improvement. Both spiritual and secular forms of meditation have been subjects of scientific analyses. Research on meditation began in 1931, with scientific research increasing dramatically during the 1970s and 1980s. Since the beginning of the '70s more than a thousand studies of meditation in English-language have been reported. However, after 60 years of scientific study, the exact mechanism at work in meditation remains unclear. Buddhist meditation

The Buddha in contemplation Buddhist meditation refers to the meditative practices associated with the religion and philosophy of Buddhism. Core meditation techniques have been preserved in ancient Buddhist texts and have proliferated and diversified through teacher-student transmissions. Buddhists 81

pursue meditation as part of the path toward Enlightenment and Nirvana. The closest words for meditation in the classical languages of Buddhism are bhāvanā and jhāna/dhyāna. Buddhist meditation techniques have become increasingly popular in the wider world, with many non-Buddhists taking them up for a variety of reasons. There is considerable homogeneity across meditative practices — such as breath meditation and various recollections (anussati) — that are used across Buddhist schools, as well as significant diversity. In the Theravāda tradition alone, there are over fifty methods for developing mindfulness and forty for developing concentration, while in the Tibetan tradition there are thousands of visualization meditations. Most classical and contemporary Buddhist meditation guides are school-specific. The Buddha is said to have identified two paramount mental qualities that arise from wholesome meditative practice:  

"serenity" or "tranquillity" (Pali: samatha) which steadies, composes, unifies and concentrates the mind; "insight" (Pali: vipassana) which enables one to see, explore and discern "formations" (conditioned phenomena based on the five aggregates).

Through the meditative development of serenity, one is able to suppress obscuring hindrances; and, with the suppression of the hindrances, it is through the meditative development of insight that one gains liberating wisdom.

New Age meditations

Meditation workshop at 1979 Nambassa in New Zealand New Age meditations are often influenced by Eastern philosophy, mysticism, Yoga, Hinduism and Buddhism, yet may contain some degree of Western influence. In the West, meditation found its mainstream roots through the social revolution of the 1960s and 1970s, when many of the youth of the day rebelled against traditional belief systems as a reaction against what some perceived as the failure of Christianity to provide spiritual and ethical guidance. New Age meditation as practiced by the early hippies is regarded for its techniques of blanking out the mind and releasing oneself from conscious thinking. This is often aided by repetitive chanting of a mantra, or focusing on an object. 82

In Zen Yoga, Aaron Hoopes talks of meditation as being an avenue to touching the spiritual nature that exists within each of us. At its core, meditation is about touching the spiritual essence that exists within us all. Experiencing the joy of this essence has been called enlightenment, nirvana, or even rebirth, and reflects a deep understanding within us. The spiritual essence is not something that we create through meditation. It is already there, deep within, behind all the barriers, patiently waiting for us to recognize it. One does not have to be religious or even interested in religion to find value in it. Becoming more aware of your self and realizing your spiritual nature is something that transcends religion. Anyone who has explored meditation knows that it is simply a path that leads to a new, more expansive way of seeing the world around us.

Modern cross-cultural dissemination Methods of meditation have been cross-culturally disseminated at various times throughout history, such as Buddhism going to East Asia, and Sufi practices going to many Islamic societies. Of special relevance to the modern world is the dissemination of meditative practices since the late 19th century, accompanying increased travel and communication among cultures worldwide. Most prominent has been the transmission of numerous Asian-derived practices to the West. In addition, interest in some Western-based meditative practices has also been revived, and these have been disseminated to a limited extent to Asian countries. Ideas about Eastern meditation had begun "seeping into American popular culture even before the American Revolution through the various sects of European occult Christianity," and such ideas "came pouring in during the era of the transcendentalists, especially between the 1840s and the 1880s." The World Parliament of Religions, held in Chicago in 1893, was the landmark event that increased Western awareness of meditation. This was the first time that Western audiences on American soil received Asian spiritual teachings from Asians themselves. More recently, in the 1960s, another surge in Western interest in meditative practices began. Observers have suggested many types of explanations for this interest in Eastern meditation and revived Western contemplation. Thomas Keating, a founder of Contemplative Outreach, wrote that "the rush to the East is a symptom of what is lacking in the West. There is a deep spiritual hunger that is not being satisfied in the West." Daniel Goleman, a scholar of meditation, suggested that the shift in interest from "established religions" to meditative practices "is caused by the scarcity of the personal experience of these (meditation-derived) transcendental states the living spirit at the common core of all religions." Another suggested contributing factor is the rise of communist political power in Asia, which "set the stage for an influx of Asian spiritual teachers to the West", oftentimes as refugees.

Meditation in a Western context

Meditating in Madison Square Park, New York City

In the late 19th century, Theosophists adopted the word "meditation" to refer to various spiritual practices drawn from Hinduism, Buddhism, Sikhism and other Indian religions. Thus the English word "meditation" does not exclusively translate to any single term or concept, and can be used to translate words such as the Sanskrit dhāraṇā, dhyana, samadhi and bhavana. Meditation may be for a religious purpose, but even before being brought to the West it was used in secular contexts. Beginning with the Theosophists meditation has been employed in the West by a number of religious and spiritual movements, such as Yoga, New Age and the New Thought movement. Meditation techniques have also been used by Western theories of counseling and psychotherapy. Relaxation training works toward achieving mental and muscle relaxation to reduce daily stresses. Jacobson is credited with developing the initial progressive relaxation procedure. These techniques are used in conjunction with other behavioral techniques. Originally used with systematic desensitization, relaxation techniques are now used with other clinical problems. Meditation, hypnosis and biofeedback-induced relaxation are a few of the techniques used with relaxation training. One of the eight essential phases of EMDR (developed by Shapiro), bringing adequate closure to the end of each session, also entails the use of relaxation techniques, including meditation. Multimodal therapy, a technically eclectic approach to behavioral therapy, also employs the use of meditation as a technique used in individual therapy. From the point of view of psychology and physiology, meditation can induce an altered state of consciousness. Such altered states of consciousness may correspond to altered neuro-physiologic states.

Meditative postures Various postures are taken up in meditation. Sitting, supine, and standing postures are used. The bodily positions applied during yoga are described at the Wikipedia page Asana. Popular in Buddhism, Jainism and Hinduism are the full-lotus, half-lotus, Burmese, and kneeling positions. Meditation is sometimes done while walking, known as kinhin, or while doing a simple task mindfully, known as samu.

Benefits of Meditation Meditation has been linked to a variety of health benefits. In a study conducted on college students by Oman, Shapiro, Thoresen, Plante, and Flinders (2008), they were able to demonstrate findings that meditation may tend to changes in the neurological process cultivating physiological health benefits. This finding was supported by an expert panel at the National Institutes of Health. The practice of meditation has also been linked with various favourable outcomes that include: â&#x20AC;&#x2022;effective functioning, including academic performance, concentration, perceptual sensitivity, reaction time, memory, self control, empathy, and self esteem.â&#x20AC;&#x2013;In their evaluation of the effects of two meditation-based programs they were able to conclude that meditating had stress reducing effects and cogitation, and also increased forgiveness. A cross sectional survey research design study lead by Li Chuan Chu (2009), Chu demonstrated that benefits to the psychological state of the participants in the study arose from practicing meditation. Meditation enhances overall psychological health and preserves a positive attitude towards stress. Mindfulness Meditation has now entered the health care domain because of evidence suggesting a positive correlation between the practice and emotional and physical health. Examples of such benefits include: reduction in stress, anxiety, depression, headaches, pain, elevated blood pressure, etc. Researchers at the University of Massachusetts found that those who meditated approximately half an hour per day during an eight week period reported that at the end of the period, they were better able to act in a state of awareness and observation. Respondents also said they felt non-judgmental.

BIBLIOGRAPHY & WEB REFERENCES

CETRAD PARIS CETRAD VIETNAM Office de Tourisme de DALAT "Le Courrier du Vietnam", quotidien en langue française du Vietnam, présentant l'actualité nationale, internationale et touristique. Huard Pierre et Durand Maurice: "Connaissance du Vietnam", Ecole Française d'Extrême Orient, Hanoi, 1954 Nguyễn văn Ký: "La société vietnamienne face à la modernité", L'Harmattan, Paris, 1995 Poulain Jean-Pierre: "Pratiques alimentaires et identités culturelles" (Acte du colloque "Le patrimoine gastronomique du Vietnam"), Hanoi, Septembre 1997, Etudes Vietnamiennes. Trần văn Khê: "La musique vietnamienne traditionnelle", Presses Universitaires de France, Paris, 1962 Plusieurs livres en langue vietnamienne sur le Vietnam, sur Dalat. http://www.vietnam-culture.com http://en.wikipedia.org/wiki/Zen http://en.wikipedia.org/wiki/Buddhism_in Vietnam http://en.wikipedia.org/wiki/Yin_and_yang http://en.wikipedia.org/wiki/Meditation Site internet officiel du Ministère du Tourisme du Vietnam : http://www.vietnamtourism.gov.vn http://www.dulichvn.org.vn http://www.vietnamtourism-info.com http://www.vietnam-tourism.com 86