Social Science and Human Research Bulletin

Heritage destinations increasingly use digital media to transform historical places into memorable visitor experiences, yet their relevance to meetings, incentives, conferences and exhibitions (MICE) remains insufficiently specified. This article investigates how narratives and digital interpretation can support MICE event marketing in Vietnam. A qualitative multiple-case study examines the Thang Long Imperial Citadel, the Temple of Literature in Hanoi, and the Imperial City in Hue. The evidence comprises two national policy decisions and six news reports issued between 2020 and 2026, analysed through systematic document comparison and thematic coding. Three experience logics emerge: interpreting archaeological traces, communicating the ethics of learning, and re-enacting royal ceremonies. Laser projection, projection mapping, digital calligraphy and virtual reality enrich these approaches, but their availability does not establish commercial readiness for corporate groups. Direct evidence of MICE reception and tourism incentives appears only in the Hue case; the documented digital night programme there took place separately from the earlier business-event visits. The article proposes a heritage-to-event conversion framework based on narrative suitability, modular programme design, operational arrangements and conservation safeguards. The findings identify a promising but incompletely commercialised resource and provide a cautious basis for future evaluation with organisers and delegates.

heritage storytelling, MICE tourism, event marketing, digital interpretation, cultural tourism, Vietnam.

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