THE ROLE OF HOMESTAY TOURISM IN PROMOTING LOCAL CULTURE AND PROVIDING SUSTAINABLE COMMUNITY DEVELOPMENT FOR ETHNIC MINORITIES IN THAI NGUYEN: A CASE STUDY OF NOONG HOMESTAY MANAGEMENT MODEL

Abstract

This study investigates of the role of homestay tourism in promoting local culture and providing sustainable community development for ethnic minorities in Thai Nguyen using the case study of Noong homestay – a homestay operated by 03 ethnic minority families (Tay ethnic, Dao ethnic, and Nung ethnic). The major research methodologies are secondary data analysis, qualitative case study approach, focus group interview, and field-trip method. The findings suggest that homestay as a form of cultural and community-based tourism has a significant value in promoting local culture. The 03 factors of Authenticity, Engagement, and Culinary attraction are essential in homestay service to enhance visitors’ cultural experience and satisfaction. Furthermore, homestay tourism is found to be an effective tool to provide sustainable community development for ethnic minorities in Thai Nguyen, as it can help them to earn financial income, express cultural identity, achieve ethnic minority empowerment, and preserve ethnic traditions for future generations.