Empowering Rural Communities through Role Modeling: The Spread of Community-based Tourism in Lo Lo Chai Village

Community-based tourism (CBT) is an important strategy for sustainable rural development in Vietnam, leveraging local cultural and natural resources to foster community resilience and economic growth. This study examines how community empowerment developed in Lo Lo Chai Village, Ha Giang province, where a pioneering family’s adoption of CBT practices catalyzed broader community transformation. Guided by Community Empowerment Theory and the concept of Kankou Machizukuri, the research examines how role modeling by early adopters inspired other households to participate in tourism, thereby preserving traditional Lo Lo architecture, revitalizing cultural heritage, and improving livelihoods. Through qualitative case study methods, including in-depth interviews with 18 participants and participant observation, the findings reveal that collective decision-making, shared values, and local leadership were instrumental in building social capital and promoting sustainable tourism practices. The study highlights how a local role model, supported by an exogenous catalyst, drove grassroots empowerment without the need for external training programs. This research contributes to understanding how role-model-driven diffusion operates within CBT, offering practical insights for rural destinations seeking inclusive and sustainable development.