ABSTRACT

The rapid growth of the tourism industry worldwide has led to an increase in competition among tourist destinations. This research aims to investigate the strategies for creating unique and engaging local tourism experiences in Hoi An, Vietnam, to enhance its competitiveness as a tourist destination. Hoi An, a UNESCO World Heritage site, is known for its well-preserved ancient town, which reflects the fusion of indigenous and foreign cultures. The study adopts a qualitative approach, involving in-depth interviews with local stakeholders such as tourism operators, local authorities, and community members, as well as tourists visiting the area. Additionally, a comprehensive literature review on the concepts of destination competitiveness and local tourism experiences is conducted. The research findings suggest that Hoi An can enhance its competitiveness by focusing on its unique cultural heritage, natural resources, and traditional crafts. For instance, promoting the local culinary scene, showcasing traditional handicrafts, and organizing cultural events can help create distinctive and immersive experiences for tourists. Moreover, engaging local communities in tourism planning and development can contribute to the preservation of the cultural and historical values of the destination while promoting sustainable and responsible tourism practices. Last but not least, stakeholders are acknowledging the importance of enhanced accessibility, upgraded infrastructure, and robust promotion and branding initiatives. By focusing on investment and continuous improvement, these factors significantly contribute to elevating the country's competitiveness, as exemplified by Hoi An. However, despite its strengths, this destination also faces certain challenges. Therefore, through a comprehensive assessment, the research findings have laid the foundation for essential recommendations to relevant parties, contributing to the further enhancement of Hoi An's recovery and development process after the health pandemic. In conclusion, this study provides valuable insights and recommendations for Hoi An to strengthen its position as a competitive and attractive tourist destination. The findings can also be applied to other destinations looking to enhance their competitiveness through the development of unique and engaging local tourism experiences.

Keywords: Hoi An, destination competitiveness, local tourism experiences, cultural heritage, sustainable tourism, community engagement