Abstract

Intangible cultural heritage in An Giang possesses distinctive cultural values but is gradually losing its appeal among high school students, as reflected in limited understanding, indifference, and a growing preference for modern digital entertainment. Addressing this declining engagement, the study proposes a multimedia communication model integrated with digital experiences to improve students’ awareness of intangible cultural heritage preservation. Data obtained from a quantitative survey (n = 340) combined with a pilot implementation show that students responded positively to visual, interactive, and experience-based communication formats. The findings indicate significant improvements in students’ interest, information retention, and proactive attitudes toward cultural heritage preservation. The study confirms that integrating multimedia communication with digital experiences aligns with students’ learning preferences and offers sustainable communication approaches to support intangible cultural heritage preservation efforts in An Giang.

Keywords: An Giang, digital experiences, intangible cultural heritage, multimedia, students.