Abstract

This paper investigates co-creation as a marketing strategy for community-based tourism (CBT) in Mai Châu (now in Phú Thọ province), with particular attention to implementation mechanisms, experiential value enhancement, and sustainable development tools. A qualitative case study approach was adopted, drawing on secondary data, field observations, and analysis of user-generated content on social media. The findings identify three distinct forms of co-creation in Mai Châu: (1) participation in ethnic cultural performances, (2) personalized tour design, and (3) digital experience sharing. Based on these insights, the paper introduces a “three pillars-three stages” model (experience, content, communication) to strengthen marketing effectiveness and addresses the theoretical gap regarding co-creation in Vietnam’s ethnic minority regions. It also advances a new perspective on experiential tourism marketing by emphasizing mechanisms for sustainable local branding. The study concludes that Mai Châu can achieve brand repositioning, cultural dissemination, and sustainable development through coordinated collaboration among government, enterprises, and the community, supported by long-term policy measures.