The creative supply - demand gap in craft village tourism: a case study of Thanh Ha Pottery Village

This study examines the gap between the creative capacity of the craft village community and tourists’ demand for creative participation within the handicraft value chain at Thanh Ha Pottery Village, Da Nang City. A mixed-methods approach was employed, using qualitative data from 10 in-depth interviews with production households and quantitative data from surveys of 10 production households and 20 tourists. The findings reveal a clear creative supply - demand gap, particularly at the product design stage, and identify four barriers constraining the community’s creative capacity. Based on these findings, the study proposes implications focused on strengthening product-design capabilities and enhancing co-creation between local producers and tourists, with the aim of narrowing the creative gap and improving the development of creative tourism at Thanh Ha Pottery Village.