BUILDING A DIGITAL BRAND FOR COMMUNITY-BASED TOURISM IN ETHNIC MINORITY MOUNTAINOUS AREAS OF NORTHERN VIETNAM

Abstract

In the context of digital transformation and sustainable tourism development, building a community-based tourism brand on digital platforms is becoming a crucial requirement for the ethnic minority mountainous regions of Northern Vietnam. This area possesses unique tourism resources with diverse natural ecosystems, rich cultural identities, and many valuable tangible and intangible cultural heritage sites. This article focuses on analyzing the theoretical basis and current state of communitybased tourism brand development in the digital environment; and assesses the opportunities and challenges in promoting, positioning the destination image, and connecting with the tourism market. Based on the synthesis and analysis of secondary sources and the practical development of community-based tourism in the research area, the article proposes solutions for developing a digital brand based on the application of technology, data, and digital communication. The research results show that building a digital brand not only contributes to enhancing the competitiveness of destinations and expanding market access, but also promotes local traditional cultural values, creates sustainable livelihoods for communities, and fosters socio-economic development in the mountainous areas of Northern Vietnam, particularly for ethnic minority communities, in the current period.