APPROACHING THE PRACTICE OF THE MOTHER GODDESS WORSHIP OF THE VIETNAMESE THROUGH THE LENS OF TOURISM

Abstract

The practice of the Mother Goddess Worship of the Vietnamese is an important part of the intangible cultural heritage of the Vietnamese people, closely associated with festivals, rituals, and unique spiritual traditions. In the modern context, this heritage not only plays a role in spiritual life but also holds significant potential for tourism development. Spiritual tourism linked to the Mother Goddess temples, shrines, and related festivals is becoming an attractive tourism product, drawing numerous domestic and international visitors. However, the development of tourism faces challenges such as the conflict between heritage preservation and the demand for tourism growth, as well as the impact of tourism on local communities. To ensure sustainable development, solutions need to combine heritage protection, raising community awareness, and creating tourism products that respect the values of the religious practice. Tourism development should be based on the principle of cultural protection, promoting heritage values while ensuring benefits for the local community.