Market participation as livelihood and safeguarding intangible cultural heritage: A case of Chăm ethnic minority pottery households in Vietnam

This study examines the extent of market participation among Chăm pottery producers in Vietnam and the factors that influence this extent. The research utilized the total market participation index to assess the level of market participation and Tobit regression to examine the factors influencing market participation. Primary data were collected from a sample of 150 pottery households. The study demonstrates that pottery households are involved in the market to varying degrees. Factors such as family size, hired labourers, production space, self-owned transportation, average distance to customers, amount of advertising, and credit accessibility positively affect their participation in the market. Shipping damage, government assistance, non-pottery income, and education level of household head have a negative effect. The findings indicate that government assistance should consider the requirements of pottery households to develop efficient support measures. The research serves as a useful reference for policymakers and managers in devising strategies to promote both the growth of traditional craft production and the sustained well-being of ethnic groups. This, in turn, would contribute to the overall economic advancement of the country.