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Prof. Dr. Gabriela Topa
Social and organizational Psychology, Universidad Nacional de Educacion a Distancia
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Home > Archives > Vol. 10 No. 7 (2025): Published > Research Articles
ESP-3839

Published

2025-07-16

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Vol. 10 No. 7 (2025): Published

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Research Articles

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Copyright (c) 2025 Vu Thi Phuong Hau*, Luong Huyen Thanh

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How to Cite

Vu Thi Phuong Hau, & Luong Huyen Thanh. (2025). Cultural identity and destination branding in a globalized world. Environment and Social Psychology, 10(7), ESP-3839. https://doi.org/10.59429/esp.v10i7.3839
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Cultural identity and destination branding in a globalized world

Vu Thi Phuong Hau

Institute of Culture and Development, Ho Chi Minh National Academy of Politics,K68 A03,Hanoi City, Vietnam

Luong Huyen Thanh

Institute of Culture and Development, Ho Chi Minh National Academy of Politics,K68 A03,Hanoi City, Vietnam


DOI: https://doi.org/10.59429/esp.v10i7.3839


Keywords: identity; destination branding; globalization


Abstract

In the context of rapid globalization and digital transformation, destination identity emerges as a foundational factor that determines the uniqueness and sustainability of the tourism industry. The paper titled "Cultural Identity and Destination Branding in a Globalized World" explores the organic relationship between identity and destination branding. It argues that identity—comprised of cultural, historical, natural, and community elements—serves as the core substance, while destination branding represents the consistent and professional expression of that identity to the global market. Drawing on case studies from Vietnam, including Hanoi, Ninh Binh, Hue, Hoi An, and Da Lat, the paper highlights successful efforts in preserving and promoting cultural identity. At the same time, it warns of potential risks such as homogenization, commercialization, and the erosion of authentic values under the pressures of globalization. The paper recommends an in-depth approach to identity, the development of branding strategies rooted in local characteristics, and the integration of creative technologies, alongside enhanced participation from communities, artists, and businesses. These measures aim to ensure the flexible, innovative, and sustainable preservation and development of identity in the global flow.


References

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[18]. 18.According to data published in March 2025, Hanoi is home to 6,489 historical sites, including the UNESCO World Heritage site, the Thang Long Imperial Citadel. The city also hosts 22 special national relics, over 1,200 national-level monuments, and more than 1,500 city-level sites. Additionally, Hanoi boasts approximately 1,350 craft villages, with 337 officially recognized by the municipal authorities. These figures underscore Hanoi's rich cultural and historical heritage, which plays a vital role in shaping its identity as a prominent tourist destination.

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