DIGITAL STORYTELLING OF THE BA-LÁ BOAT AS A TOOL OF THE CREATIVE ECONOMY IN SUSTAINABLE RIVER TOURISM DEVELOPMENT

Abstract

In recent years, digital transformation has significantly altered how cultural heritage is interpreted and communicated in tourism contexts. Rather than simply improving promotional efficiency, digital technologies have begun to reshape how cultural meanings are constructed and experienced by visitors. Rather than treating the ba-lá boat as a purely functional object, this study approaches it as a narrative medium embedded in memory, place identity, and lived experience. Adopting a qualitative and interdisciplinary approach, the research draws on cultural studies, tourism theory, and digital media analysis to examine selected digital narratives related to river tourism in the Mekong Delta. The analysis focuses on how multimedia formats, participatory platforms, and community-generated content contribute to the construction of cultural meaning. Digital storytelling does more than enhance communication. It transforms small-scale cultural elements into narrative structures that foster emotional engagement. At the same time, these practices contribute to the creative economy by extending cultural value beyond traditional tourism services. By focusing on a relatively underexplored form of riverine heritage, this study argues that digital storytelling can serve as a mechanism to reposition local cultural symbols within contemporary tourism systems.