Application of e-commerce in sustainable tourism development in Ninh Binh Province

In today’s digital economy, e-commerce is becoming increasingly important to tourism business activities and service provision. For destinations with well-developed tourism sectors, e-commerce not only supports promotion, customer outreach, and service distribution but also facilitates connections between local products, communities, cultural values, and broader markets. Ninh Binh Province possesses significant natural, cultural, and heritage tourism resources and is pursuing tourism development in association with digital transformation, green growth, and sustainability. Based on the analysis and synthesis of secondary sources and relevant central and provincial policy documents, this study examines the role of e-commerce in sustainable tourism development in Ninh Binh. The findings indicate that e-commerce can support sustainable tourism through three main channels: expanding markets and increasing the economic value generated by tourism; connecting local products, communities, and cultural values; and supporting the digitalization of tourism experiences while improving destination management efficiency. The study accordingly proposes several solutions to strengthen the integration of e-commerce, digital transformation, and sustainable tourism development in Ninh Binh.