Từ bản sắc đa dân tộc đến thương hiệu điểm đến, xu hướng nghiên cứu và khoảng trống trong du lịch văn hóa (Nghiên cứu trường hợp: Vùng văn hóa Sóc Trăng - thành phố Cần Thơ)

Abstract

Cultural tourism is increasingly playing a pivotal role in destination branding, particularly within Vietnam’s multi-ethnic regions. However, branding cultural tourism in these areas faces significant challenges, as identity shifts from a static attribute to a dynamic, co-constructed process centered on living heritage. This paper performs a systematic literature review on cultural tourism branding, focusing on three foundational pillars: identity, community engagement, and visitor experience. Integrating systematic review with bibliometric analysis of Scopus and Web of Science data (2014-2024), the study employs VOSviewer and Biblioshiny to map the intellectual structure, identify research trends, and pinpoint critical gaps. This analysis facilitates a theoretical reassessment of multi-ethnic identity’s role and the intricate interplay among branding elements in destination positioning. In response to these gaps, the paper proposes an integrated

theoretical model designed for practical application, offering particular relevance within the context of Vietnam’s current administrative restructuring.