Cultural festival with the development of sustainable tourism in the Southwest in the context of the Fourth Industrial Revolution

Abstract

Traditional cultural festivals in the Southwest are a testament to the achievements of the Southwest community in its development process. It is crucial to preserve and promote the positive values of these festivals in order to protect our national cultural identity and meet the needs of our current society. These festivals play a vital role in educating the community and instilling a sense of pride in future generations. In order for traditional cultural festivals to fully showcase their tangible and intangible values and effectively contribute to the socio-economic life of the region, it is necessary to develop them into successful tourism products with significant economic benefits. However, in the current context, the challenge lies in developing sustainable cultural tourism and effectively utilizing traditional cultural festivals as prominent and profitable tourism products in the Southwest region. This requires the implementation of appropriate development strategies to address various issues.