Preserving Cultural Identity and Promoting Sustainable Tourism: A Case Study of the Mazu (Thiên Hậu) Festival in Hội An, Quang Nam Province, Vietnam

In Hội An (Hoi An), there are currently five Chinese assembly halls, three of which are dedicated to the worship of Thiên Hậu. Annually, multiple ceremonial rituals are held, with the most significant events being the Mazu (Thiên Hậu) Festival on the 23rd day of the third lunar month and the day of her apotheosis on the 9th day of the ninth lunar month. Among these, the Mazu (Thiên Hậu) Festival is the most important. This celebration honors Thiên Hậu Thánh Mẫu—the sea goddess revered as the guardian of merchants and seafarers. The festival serves as a vivid expression of the intangible cultural heritage of the Chinese community. Originating from the history of Chinese migration and maritime trade, the festival has evolved beyond its religious origins to become a meaningful sociocultural event, evolving alongside the growth of tourism in Hội An. This study examines the characteristics and values of the Mazu (Thiên Hậu) Festival and explores its transformations within the context of urbanization and tourism development. Based on archaeological, ethnographic, and historical data, combined with a synthesis of prior research, this article demonstrates that the festival has retained its core values through traditional rituals. It both reinforces the cultural identity of the Chinese community and contributes to the local economy through cultural tourism. However, urban and economic development presents challenges to the festival’s authenticity. This study proposes a sustainable development approach to preserve its ritual values. Recommendations include the official recognition of the festival as intangible cultural heritage, promoting community-based management models, integrating education and tourism, and developing multilingual interpretive materials. The Mazu (Thiên Hậu) Festival in Hội An serves as a prime model of integrating cultural heritage into sustainable urban tourism development.