PRESERVING AND PROMOTING THE VALUE OF INTANGIBLE CULTURAL HERITAGE IN COASTAL AREAS OF THANH HOA PROVINCE TO SERVE TOURISM DEVELOPMENT

Abstract

The coastal area of ​​Thanh Hoa province possesses a rich system of intangible cultural heritage (ICH), including folk festivals, traditional performing arts, handicrafts and typical social practices. This is an important resource for sustainable tourism development. The study used qualitative and quantitative survey methods to assess the current status of ICH conservation and exploitation in coastal areas of the province, with 238 survey samples from local people, artisans, cultural officials and tourists. The results showed that the level of community awareness and participation is still uneven; while traditional occupations are recognized and practiced quite commonly, folk art forms are gradually fading away. The level of integration of heritage into tourism activities is still low and mainly spontaneous. Local authorities have made efforts in communication and industry coordination, but specific policies are still lacking in effectiveness. From there, the study proposes solutions to raise community awareness, promote heritage teaching, build cultural tourism products, improve policies and develop community-based tourism models.