MARKET POSITIONING AND TOURISM PRODUCT DEVELOPMENT BASED ON THE VALUE OF TRADITIONAL RURAL HOUSES IN CENTRAL VIETNAM

Abstract

This paper aims to establish a scientific foundation for market positioning and product development in tourism based on the values of traditional rural houses in Central Vietnam, contributing to the preservation of cultural identity and the promotion of sustainable socio-economic development. Building upon theoretical frameworks of destination marketing, heritage tourism, and community-based tourism, the study employs analytical and synthetic methods combined with case studies in three representative localities—Hue, Quang Nam–Quang Ngai, and Nghe An. The research proposes a four-pillar market positioning model: Differentiation – Authenticity – Experience – Community, along with a 3S product development framework (Senses – Stories – Sustainability) and the “Heritage Tourism Product Wheel” comprising six core product groups: sightseeing–research, heritage homestay, gastronomy, handicrafts–OCOP, festivals–beliefs, and digital heritage. In addition, the study constructs an STP matrix for key target markets (domestic, Northeast Asia, Europe, and emerging markets) and proposes a regional brand identity: “Central Vietnam – The Living Space of Vietnamese Traditional Houses.” These findings contribute new theoretical and practical insights to cultural destination positioning, community-based tourism management, and policymaking for heritage preservation and sustainable tourism development.