Preserving and Promoting Traditional Culture associated with Sustainable Tourism Development: Challenges and Potential in Tua Chua, Vietnam

Tourism serves as a fundamental catalyst for socio-economic development, yet its rapid expansion often necessitates a balanced approach to safeguard traditional values. In the highland district of Tua Chua, Dien Bien Province, the cultural heritage of ethnic minorities like the Mong, Dao, and Kho Mu presents a unique paradigm where tourism and cultural preservation interact and influence each other. This study aims to investigate the potentials and challenges of preserving traditional cultural heritage within the framework of sustainable tourism development in this region. Adopting a qualitative research design, this study utilized purposive sampling to engage 12 key informants, including cultural experts, local authorities, and community representatives (artisans, village elders, and homestay owners). Data collection was conducted from January 2024 to August 2025 through field surveys, in-depth interviews, and focus group discussions. The gathered data underwent thematic analysis, integrated with an analytical framework based on UNESCO’s cultural conservation standards (2003) and the United Nations’ sustainable tourism principles (1987). The findings identify ten distinctive traditional cultural elements including festivals, handicrafts, indigenous knowledge, and vernacular architecture that hold significant potential for experiential and heritage tourism. However, the research also delineates six critical challenges: the gradual erosion of cultural authenticity due to "staged authenticity" and commercialization, severe topographical and infrastructural constraints, inadequacies in cultural management, low levels of local community participation, fragmented promotion strategies, and emerging environmental sanitation concerns. The results affirm that the preservation of traditional culture can only be effective when harmoniously integrated into a comprehensive sustainable tourism strategy. To mitigate the risk of cultural degradation and loss of authenticity, it is imperative to shift from state-dependent conservation to community-based management models. This research provides a strategic roadmap for local authorities to balance economic growth with cultural integrity, emphasizing that infrastructure improvement and human resource training are vital for the long-term viability of Tua Chua as a sustainable tourism destination.