PRESERVING AND PROMOTING THE CULTURAL VALUES OF THE SAN CHAY ETHNIC IN DONG KEU HAMLET, PHU DINH COMMUNE, THAI NGUYEN PROVINCE, IN ASSOCIATION WITH TOURISM DEVELOPMENT

Abstract

This paper focuses on the preserving and promoting the cultural values of the San Chay ethnic in Dong Keu hamlet, Phu Dinh commune, Thai Nguyen province, in association with tourism development. The research methods used are document analysis, secondary data, fieldwork with in-depth interviews, group discussions, and interdisciplinary analysis. Research results show that the cultural life of the San Chay people is diverse and unique, which is the potential to meet the experiential needs of tourists. However, the impact of current economic and social life has led to the phenomenon of "cultural disconnection". This situation raises the issue of preserving and promoting the cultural values of the San Chay people in the modern context. In recent years, preserving and promoting the cultural values of ethnic communities associated with tourism development has become a trend of interest and creates attraction for community tourism activities in Vietnam. This is a practical and sustainable direction. From there, the article studies solutions to preserve and promote San Chay culture associated with tourism development to turn culture into a special commodity product, contributing to improving the life of the community, promoting and spreading San Chay ethnic culture in Dong Keu hamlet, Phu Dinh commune, Thai Nguyen province to domestic and foreign tourists.