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2025-07-16
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How to Cite
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.
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