Overtourism and the decay of cultural identity: A case study in Hoi An ancient town

Overtourism in Hoi An Ancient Town, a UNESCO World Cultural Heritage Site, is accelerating the erosion of local cultural identity by altering traditional practices and reducing meaningful interactions between residents and tourists. A mixed-methods study combining qualitative interviews with stakeholders—including artisans, tourism businesses, and visitors—revealed that unchecked visitor flows are reshaping community dynamics and increasing risks to heritage conservation. The research highlights how overtourism not only strains infrastructure but also threatens the authenticity of cultural experiences, proposing solutions such as visitor flow control, responsible tourism practices, and deeper community involvement in preservation efforts.

Lam, P., Nguyen, C., & Tran, K. (2026). Overtourism and the decay of cultural identity: A case study in Hoi An ancient town. European Journal of Sustainable Development Research, 10(2), em0391. https://doi.org/10.29333/ejosdr/18307