Title: Developing A Sustainable Business Model For Reviving Traditional Cultural Games: Insights From Vietnam's Board Game Industry
Authors: Quan Nguyen Van, Anh To Hong
Volume: 10
Issue: 1
Pages: 60-70
Publication Date: 2026/01/28
Abstract:
Traditional cultural board games are an important aspect of Vietnam's intangible heritage, which can effectively serve the educational, social and cultural functions. However, their popularity has declined due to the rise of digital gaming, urbanization, and changing family structures. This study investigates factors influencing consumers' purchase intention toward traditional cultural board games in Vietnam, focusing on cultural relevance, perceived educational value, nostalgia, game design quality, social influence and perceived sustainability. Drawing on the Theory of Planned Behavior by Ajzen (1991) and empirical evidence from 273 respondents, the study employs Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the relationships between these constructs and purchase intention. The results indicate that cultural relevance, nostalgia, game design quality, social influence, and perceived sustainability positively and significantly influence purchase intention, while perceived educational value unexpectedly shows a negative effect. The model explains 69.9% of the variance in purchase intention, demonstrating strong predictive power. The findings highlight the importance of cultural authenticity, emotional engagement, and sustainability in promoting traditional board games in Vietnam and provide actionable insights for game designers, marketers, and cultural policymakers seeking to revitalize cultural heritage through market-driven approaches.