Co-Designing Heritage-Based MICE Tourism Through Transdisciplinary Collaboration: Evidence from a River Island Destination in Vietnam

MICE tourism has increasingly been regarded as a strategic segment in tourism development due to its high value-added potential. However, MICE activities remain largely concentrated in major urban centers, while riverine and peripheral destinations have not been adequately developed despite their rich heritage resources. This study examines the process of co-designing heritage- based MICE tourism through transdisciplinary collaboration in a river island destination in Vietnam, with the aim of elucidating the potential, operational mechanisms, and theoretical and practical implications of this model. Adopting a transdisciplinary approach, the study employs qualitative methods, including participatory rural appraisal (PRA), semi-structured interviews, participant observation, and the pilot implementation of a small-scale MICE event. The findings indicate that cultural and natural heritage can function as a structural foundation for MICE experiences when effectively integrated through collaborative mechanisms involving local authorities, communities, tourism enterprises, and academic actors. The pilot model generated initial socio-economic benefits for the local community while enhancing the distinctiveness and experiential value of MICE activities. Nevertheless, challenges related to infrastructure, organizational capacity, and the standardization of heritage-based experiences remain significant barriers to scaling up the model. This study contributes to the theoretical advancement of heritage- based MICE tourism and offers practical insights for sustainable tourism development in riverine and peripheral destinations within emerging economies.