Harnessing local cultural values in developing niche tourism products in the northern mountainous provinces of Viet Nam

Abstract

This study investigated the integration of local cultural values in developing niche tourism products in Northern mountainous provinces of Viet Nam, which are enriched in ethnic identity yet facing multiple challenges. Using a mixed-methods approach, data were collected from 200 participants through surveys and semi-structured interviews. Findings reveal five major challenges, notably the erosion of traditional culture and lack of coordination among stakeholders. Community engagement emerged as a key driver, with most of locals participating in traditional festivals and involved in preserving folk arts. The research highlighted the pivotal role of communities and provided scientific insights for policymakers to design sustainable cultural tourism strategies rooted in authenticity and inclusiveness. The study contributes to enhancing tourism competitiveness and preserving indigenous heritage in the local region.