Enhancing destination appeal through regional culture and cuisine in Vietnam

Regional culture and cuisine are fundamental components that enrich and shape the overall tourism experience. In Vietnam, a country characterized by diverse histories, customs, and ways of life, these elements constitute not only abundant endogenous resources but also critical foundations for creating emotionally engaging and memorable destination identities. This study examines the role of cultural and culinary experiences in tourism development, with a particular focus on their contribution to destination differentiation and value creation. It further assesses current practices in the utilization of cultural and gastronomic resources in Vietnam’s tourism sector, identifying prevailing patterns and limitations. Through this analysis, the study provides insights into how cultural and culinary experiences can enhance destination appeal and support sustainable tourism development in an increasingly experience-driven tourism market.