UTILIZING THE ARTISTIC VALUE OF DON CA TAI TU IN SOUTHERN VIETNAM TO PROMOTE TOURISM DEVELOPMENT: A CASE STUDY OF CAN THO CITY, VIETNAM

Abstract

This study aims to identify solutions for the conservation and effective exploitation of the artistic value of Southern Vietnamese Đờn ca tài tử in tourism development in Can Tho City. The research employs a mixed-method approach, combining qualitative and quantitative
methods, including a survey of 120 tourists, indepth interviews with four cultural and tourism experts, and seven artisans, along with the synthesis and analysis of secondary data. The findings reveal several limitations: (1) the age and performance styles of the artisans do not align well with tourists’ preferences; (2) the duration and venues of performances are not optimized; (3) the performance content lacks diversity, leading to monotony; (4) many organizations overly emphasize commercial aspects, neglecting the preservation of cultural values. Based on these findings, the study proposes solutions such as enhancing the quality of artisans and innovating performance formats, developing diverse program content that meets tourists’ needs, orienting performances to be integrated with characteristic cultural space, and balancing economic exploitation with cultural preservation. This research contributes to the theoretical foundation regarding the relationship between traditional art and tourism development, while also providing
practical implications for cultural and tourism managers in maximizing the value of intangible cultural heritage.