CREATIVE INDUSTRIES AND MEDIA IN ADVANCING SUSTAINABLE HERITAGE TOURISM: THE CASE OF HUE FESTIVAL, VIET NAM
DOI:
https://doi.org/10.62985/j.huit_ojs.vol26.no3E.622Từ khóa:
Creative industries, sustainable heritage tourism, media, Hue Festival.Tóm tắt
This paper examines the role of creative and media industries in promoting sustainable heritage tourism through a case study of the Hue Festival. This cultural event is closely linked to the heritage space of the Hue Imperial Citadel Complex, a UNESCO World Heritage Site. In the context of transforming heritage exploitation models towards sustainability, the Hue Festival is conceptualized as a creative platform contributing to the restructuring of the destination image and enhancing local value. The study employs a case study design. Data was collected through document analysis, media content analysis, and in-depth interviews with managers, media professionals, and tourists. The results show that the Hue Festival operates as a space for recreating heritage value through artistic performances, experience design, and community participation, thereby transforming heritage resources into sustainable tourism products. Media plays a crucial role in shaping the image of the destination and defining the discourse of “Hue as a sustainable heritage destination”. This study contributes to clarifying the integrated relationship between the creative industries, media, and sustainable heritage tourism development in Viet Nam.
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