Statement of declaration -- Acknowledgement -- Table of contents -- Abstract -- Introduction -- Research background -- Literature review -- Methodology -- Qualitative research -- Data collecting method -- Result -- Media representation analysis -- Huong Pagoda as a tourism destination -- Huong Pagoda as an object of preservation -- Huong Pagoda as a religious practice space -- Discussion -- Advantages and challenges of the religious heritagization process -- Media coverage is not balanced regarding the three roles of Huong Pagoda -- Recommendation for a balanced communication strategy -- Conclusion -- References -- Appendix -- Appendix A: Research instruments -- Appendix B: Collected data -- Appendix C: Fieldwork documentation.