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This study captures the current problems of spiritual tourism exploitation in Thua Thien Hue province from tourism providers’ perspective. The author uses in-depth interviews with 6 respondents who are representatives of the local’s tourism companies. The analysis of the data indicates that the great potential of the local’s spiritual tourism can be developed via values spiritual orientations including Royal-based value; folk culture-based value; religionbased value, and historical heritage sites-based value. Besides, the author also clarifies the current problematic status of deploying spiritual tourism in this area. The findings of the study will be both a guideline to practitioners and a useful reference to researchers in local’s spiritual tourism development.

EXPLOITATION OF SPIRITUAL TOURISM IN THUA THIEN HUE PROVINCE, VIETNAM: A PERSPECTIVE FROM TOURISM COMPANIES