Building “Creative Tourism” in Duong Lam Ancient Village
Duong Lam ancient village is well known as a national cultural heritageiand given the Award of Merit of
UNESCOii . However, the relic reservation and ancient space are threatened by industrialization and modernization.
Traditional livelihoods and old houses are insufficient and inconvenient for daily life. The traditional tourism model as one
of the main factors has led to the conflict inside that ancient village between the beneficiaries and non-beneficiaries. Hence,
it is essential to shift the old tourism model in Duong Lam to a new creative tourism model, which is more sustainable, stable
and effective by applying the model of creative tourism.Briefly, this research aims at answering the questions so-called if
creative tourism model is suitable for tourism development in Duong Lam and howcan it be applied to this village.
Keywords - Creative tourism model; Creative; Cultural heritage, Duong Lam ancient village.