TRADITIONAL CRAFT VILLAGES AS A MODEL FOR SUSTAINABLE CULTURAL TOURISM: EVIDENCE FROM HUE, VIET NAM

Abstract

This study examines how Hue’s traditional craft villages can be more effectively integrated into sustainable cultural tourism in the context of digital transformation and green growth. A multi-stakeholder survey (N=100) covering artisans, local residents, tourists, and tourism professionals is used to identify key barriers and development levers. The findings suggest that limited promotion and marketing remains the most frequently reported challenge, while marketing enhancement is the most commonly recommended strategy, with respondents highlighting short-form social media content, storytelling, and hands-on workshops as practical tools to attract visitors and strengthen destination visibility. In addition, the study highlights sustainability-related constraints, including concerns about the continuity of craft skills and pressures on local resources, which may undermine long-term tourism quality and heritage value. Drawing on Sustainable Tourism Development and Community-Based Tourism frameworks and a creative economy perspective, the paper proposes a stakeholder-aligned roadmap emphasizing digital promotion, experiential product design, community participation, and heritage-sensitive governance. The study contributes empirical evidence from an emerging heritage destination and offers actionable implications for tourism authorities and creative industry actors seeking to foster inclusive, environmentally responsible craft-based tourism.