The Role of Local Communities in Sustainable Tourism Product Development: The Case of Mai Hịch Commune, Vietnam

This study examines the role of local communities in the development of sustainable tourism products in Mai Hịch commune, Mai Châu district, Hoà Bình province, Vietnam. Using Value Co-Creation and Social Exchange Theory, the research examines how community perceptions influence their participation in tourism development and the sustainability of tourism products. Through focus group discussions with community members directly and indirectly involved in tourism, the study reveals both positive and negative perceptions of tourism. While tourism provides economic benefits and cultural promotion opportunities, concerns about cultural erosion, environmental degradation, and unequal distribution of benefits persist. The study highlights the importance of inclusive decision-making, capacity building, equitable benefit-sharing, and ecological sustainability for the long-term success of tourism. The findings underscore the potential of co-creation to enhance cultural authenticity and community empowerment, while also highlighting the need for additional support to overcome existing barriers. This research contributes to the theoretical understanding of community-based tourism and offers practical recommendations for fostering sustainable tourism in rural and ethnic minority regions.