Challenges and Pathways for Sustainable Experiential Cultural Tourism Development: Stakeholder Perspectives on Chăm Heritage in Khánh Hoà Province, Vietnam

This study examines the development of experiential cultural tourism products based on Chăm heritage in the former Ninh Thuận Province, now integrated into Khánh Hoà Province, Vietnam, addressing gaps in heritage preservation, community engagement, and sustainable innovation amid post-merger administrative changes. Employing a qualitative design with semi-structured interviews of 17 diverse stakeholders, the research identifies key challenges, including superficial exploitation of cultural resources (e.g., craft villages and festivals), operational hurdles in homestay models, human resource deficiencies in training and skills, and policy barriers related to funding, coordination, and infrastructure. Findings reveal untapped potential for interactive experiences that enhance memorable tourism encounters and community resilience, while proposing pathways for stakeholder collaboration, targeted training, and policy enhancements to balance economic growth with cultural integrity. Contributions include contextualizing theoretical frameworks like Memorable Tourism Experiences (MTE) and Rich Cultural Tourism Experience (RCTE) in ethnic minority settings, bridging psychological, digital, and sustainability dimensions in underrepresented Southeast Asian contexts, and offering practical implications for resilient, community-led tourism post-COVID-19 and administrative mergers.