Contributing to Sustainable Tourism and Heritage Preservation in Vietnam
British University Vietnam recently participated in the 7th International Conference on Tourism Development in Vietnam, held in Hue, under the theme “Tourism – Heritage – City – Creativity”. Representing BUV were faculty members and students who presented research with significant societal impact, particularly in the fields of sustainable tourism development and cultural heritage preservation.
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Dr. Maren Viol presented her research on the role of artificial intelligence (AI) in event concept development within Vietnam’s tourism sector. Her study found that while AI can accelerate creativity and boost efficiency, cultural sensitivity and emotional engagement in event management still rely heavily on human input. The findings underline the importance of a balanced integration of AI in both tourism education and practice.
Dr. Sriganeshvarun Nagaraj explored the cultural impact of film-induced tourism, focusing on the movie Ponniyin Selvan. His study revealed that the film significantly shaped travel preferences among Malaysian tourists, helping to promote cultural tourism and stimulate local economies in related destinations.
Student Nguyen Thi Lieu conducted a study on the effectiveness of heritage transformation from visitors’ perspectives, using the Hoa Lo Prison Relic in Hanoi as a case study. The research found that authenticity and interpretation were crucial in enhancing visitor satisfaction and understanding, thereby improving the quality of heritage tourism in Vietnam.
Student Bui Yen Ngoc’s research identified the key drivers and barriers to adopting sustainability labels within Vietnam’s hospitality industry. The study highlighted financial constraints, fragmented certification frameworks, and a lack of awareness as primary barriers. However, marketing advantages and cost savings were identified as strong motivators for certification adoption.
BUV’s contributions at the conference reflect its commitment to advancing research-led education, fostering student participation in global academic communities, and addressing real-world challenges in sustainable tourism and cultural heritage preservation. These studies provide valuable insights into how Vietnam’s tourism sector can overcome existing barriers and seize opportunities for sustainable growth, enhancing the country’s standing on the global tourism map.
