EVALUATING THE EFFECTIVENESS OF CULTURAL HERITAGE COMMUNICATION BASED ON LOCAL COMMUNITY FEEDBACK: A CASE STUDY OF HANOI CITY

ABSTRACT This research assesses the efficacy of cultural heritage communication in Hanoi City, utilising local community feedback through a quantitative methodology utilising SPSS 26.0 and SmartPLS. The study approach emphasises five principal constructs: Engagement with Cultural Narratives (ENC), Educational and Cultural Institutions (ECI), Local Community Feedback (LCF), Participation and Support (PAS), and Social Interaction Channels (SIC). The model's explanatory capacity, indicated by a R² value of 0.520 and an adjusted R² of 0.512, demonstrates a reasonable proficiency in elucidating variations in the efficacy of cultural heritage communication (ECH). ENC exhibits the most significant impact among the predictors, with an effect size (f²) of 0.186, succeeded by LCF at 0.129 and SIC at 0.040, indicating the criticality of direct community participation and multi-channel communication. Despite exhibiting lower f² values (0.028 and 0.020), ECI and PAS nonetheless provide a significant contribution to the overall efficacy of communication. The Q² score of 0.152 validates the model's predictive significance. These findings underscore the necessity for participatory communication tactics, localised narrative integration, and adaptive policy frameworks to enhance the sustainability and inclusivity of cultural heritage promotion. The report recommends policies centred on community co-creation, broadening educational outreach, and improving digital engagement. This study enhances the existing literature on heritage communication by providing empirical evidence from a swiftly urbanising metropolis in Southeast Asia, where cultural preservation must be reconciled with modernisation and social transformation.