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ABSTRACT:

The importance of large-scale music programs such as national and international has far-reaching influence, it is not only considered a great economic contribution to society but also brings about issues of cultural and national identity. Vietnam is a country with an East Asian culture and the integration of traditional cultural elements through such music programs is always emphasized. This study combines mixed research methods with the aim of investigating traditional cultural identity through elements in national-level music programs or higher in Vietnam, thereby assessing their impact on the audience's intention to attend these music programs. First, the authors qualitatively analyze case studies of national and international music programs in Vietnam and finds that traditional cultural identity is clearly expressed through elements such as costumes, dance and themes, from which the authors proceed to develop research hypotheses. Most of the studies on this topic are qualitative studies, so it is difficult to form a scale. Therefore, the authors combines the method of in-depth expert interviews with the three contents presented to form quantitative measurement scales for costumes, dance and themes. Next, through a survey of 306 audiences, the authors found a significant impact of costumes, dance and themes on intention to attend the music programs in Vietnam. From this, some important implications have been proposed for spreading traditional cultural identity through elements in music programs

KEYWORDS:

Costumes, dances, music programs, themes, traditional cultural identity

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