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

Overtourism in popular destinations puts pressure on the environment, infrastructure, and local cultural values. This study analyses the relationship between overtourism and the erosion of cultural identity in Hoi An ancient town, a UNESCO World Cultural Heritage Site. This study adopts a qualitatively driven mixed-methods approach, in which qualitative research methods were applied through in-depth interviews with residents, artisans, tourism businesses, and visitors. The findings reveal that overtourism has transformed traditional cultural practices, reduced community–tourist interactions, and increased the risk of cultural loss. The study proposes sustainable management measures, including visitor flow control, responsible tourism practices, and community involvement in heritage conservation.