1. Ecotourism is associated with agriculture and rural areas
Currently, in the world there are many concepts of ecotourism, community tourism, sustainable tourism, agricultural tourism, and agricultural ecotourism. Based on research and evaluation of tourism practices in many countries, there have been many tourism models that exploit environmental and cultural factors and develop from a sustainable, community and ecological perspective. declare.
In the framework of this Conference, ecotourism associated with agriculture and rural areas is understood as a type of tourism, tourism products serving tourists are based mainly on the foundation of agricultural production activities and spaces. with the perspective of sustainable development of the ecological and cultural environment, ensuring harmony of interests of participating parties, especially the interests of communities directly involved in providing agricultural tourism products; Tourists can experience and explore life in rural areas and feel satisfied; adding values and promoting consumption of agricultural products through tourism.
To exploit and develop ecotourism activities associated with agriculture and rural areas, it is necessary to ensure the following factors:
- Space for organizing agricultural tourism activities (destination): is a specific spatial unit belonging to agricultural territorial organizations such as farms, fields, planted forests; countryside, villages, fishing villages, gardens... These destinations always contain traditional cultural values, festivals, traditional craft villages, cuisine and local products associated with the environmental factors, climate, typical soil... In addition to the core characteristic value, the exploitation space must ensure landscape, environmental factors, electricity, water supply, drainage and convenient traffic connection. Benefit from other tourist centers and destinations to create attractive tourism products...
- Subject providing agricultural tourism activities: individuals and organizations that are the owners of agricultural production activities. These are the people and local communities associated with the cultural environment, production processes, and technical practices of farming, growing, and raising livestock. Local people will be the ones to preserve and share agricultural cultural values with tourists.
- Agricultural tourism activities provided to tourists: Includes many different activities serving the exchange, experience, and discovery of tourists with the community such as outdoor recreational activities (fishing, fishing, hunting, learning about wild life, cultivating rice); learning experiences (visiting factories, workshops producing typical local products, cooking classes, transplant research, crop and livestock production...); leisure activities (festivals, traditional performances); Experience indigenous life (homestay, programs guided by indigenous people, wearing traditional costumes, enjoying local cuisine; buying products produced directly at tourist destinations...). These activities require creativity, selective investment and make agricultural ecotourism products attractive.
- Sharing benefits among parties participating in agritourism activities: Economic, cultural, social, and environmental benefits must ensure harmony between indigenous people, tourism companies, and related parties. . In particular, the most important point is that agricultural tourism must bring direct income and livelihood to people through providing services to tourists (homestay, guiding, demonstration, providing services, etc.). goods and agricultural products produced locally for local consumption...).
- The bridging role of travel companies: Travel companies act as a bridge to bring tourists to the destination, orienting the design of agricultural tourism products suitable for each customer. . Agricultural ecotourism products can only be exploited effectively when included in the product marketing plan from survey, construction, promotion, sale, and implementation of travel companies.
- Destination promotion and communication activities: building brands for geographical locations and agricultural products associated with production locations will greatly contribute to the development of agricultural tourism.
2. Ecotourism development trend associated with agriculture and rural areas
- International trends: Many countries and territories in the region and around the world have relied on the typical values of traditional agriculture combined with science, technology, ecology, and clean agriculture to earn income. attract tourists and through tourists consume and increase revenue for agricultural products. Many models of agricultural ecotourism have been very successful, bringing high added value to both tourism and agriculture (Experience from Taiwan, Korea, Japan, Thailand). Investment in agricultural ecotourism development will be an inevitable competitive trend.
- For Vietnam:
Tourism and agriculture are two sectors with a close relationship and are both key sectors prioritized for development (Resolution No. 26-NQ/TW of the 7th Conference of the 10th Party Central Committee on the issue of tourism and agriculture). On the issue of agriculture, farmers, and rural areas, Resolution No. 08-NQ/TW dated January 16, 2017 of the Politburo determined to develop tourism into a key economic sector.
New rural development policy associated with tourism economic development in many localities of Quang Ninh, Ninh Binh, Can Tho, Son La, Lao Cai, Ha Giang, Thai Binh, Quang Nam, Dong Thap...; One Village One Product (OCOP) program; The trend of investing in the development of organic agriculture and high-tech agriculture by large domestic and foreign investors (such as Vingroup, TH True milk, FLC...) is a condition to promote tourism activities. Agricultural ecotourism is developed from two angles to create a destination to attract tourists and promote increased tourist spending through the consumption of agricultural products.
On the basis of resource advantages (an agricultural country with 70% of the population living in rural areas, history and cultural traditions bearing the mark of agricultural production), eco-tourism products related to agriculture, farmers, and rural areas is one of the 5 main products, which are comprehensive and account for a large proportion of the overall activities of Vietnam's tourism industry.
To cope with negative impacts from urbanization, environmental pollution and climate change, the trend of developing agricultural eco-tourism products on the foundation of developing clean, organic, agricultural High-tech industry and exploitation of traditional cultural elements will be the optimal choice.
Ecotourism market associated with agriculture and rural areas: The number of tourists with demand for agricultural tourism products tends to increase, including domestic and international tourists.
For domestic tourists: The demand of domestic tourists for agricultural tourism products is huge. Including groups of family and friends who go on vacation several times a year on holidays and weekends; pupils and students following school extracurricular programs; Farmers and scientists go to survey, visit, and learn about agricultural production models... Besides resting, studying, and experiencing, the need to use clean, safe, and affordable food is important. The ability to treat and care for the health of domestic tourists is huge and is a significant source of revenue for agricultural tourism activities.
For foreign tourists, being able to experience and explore the differences of a culture through agricultural production activities at a destination is always attractive to many foreign tourists, especially from foreign markets. Europe, America, Australia...
3. Assess the current status of ecotourism development associated with agriculture and rural areas
3.1. Positive contributions
- Forming a system of ecotourism products associated with agriculture and rural areas stretching from North to South. Many tourism products featuring the unique and quality agricultural ecological culture of regions have been exploited to meet the sightseeing and experience needs of tourists. Many agricultural ecotourism activities have been methodically invested and have clear directions.
- Agricultural ecotourism products are an attractive highlight, playing a positive role in promoting tourist growth: Ho Chi Minh City, the need for tourists to visit and experience garden farms increasing steadily each year from 20-30%, especially the High-Tech Agricultural Park in Ho Chi Minh City (Cu Chi district) with an area of 88 hectares, focusing on research activities, production of vegetable, flower, ornamental fish varieties, training, transfer and tourism) in the past 3 years, tourist arrivals increased by 200% (from 7,000 in 2014 to nearly 15,000 in 2017); In 2017, Quang Nam welcomed nearly 6 million visitors, an increase of 85.1% over the same period in 2007; Tourism income reached 9,200 billion VND.
- The connection between travel businesses and agricultural eco-tourism product suppliers is increasingly growing, creating many unique and attractive tours that are initially welcomed by tourists. Some tours have become brands to attract domestic and foreign tourists, typically: One-day farmer tour for foreign tourists in Tra Que vegetable village, Hoi An (Quang Nam), tour Garden of the Mekong River, tour to enjoy the scenery of terraced fields in the ripe rice season in the highlands in Mu Cang Chai, Sapa, Pu Luong, Mai Chau...
Traditional cultural and ecological elements associated with agriculture and rural areas have been creatively exploited to serve tourists. It encourages the construction of rooms for rent with local traditional styles, using local materials, environmentally friendly, people using traditional dishes and wearing traditional costumes to serve guests... Many activities The activities are organized so that visitors can experience the cultural space of wet rice civilization ecology such as growing rice, catching fish, staying in people's houses, plowing, harrowing, riding ox carts, buffalo carts... .
- The direct participation of farmers in agricultural tourism activities has created a diversity and attractiveness of tourism products while bringing higher income to farmers in addition to agricultural tourism activities. pure agriculture. Typically, homestay services are commonly exploited in many rural and mountainous areas (Quang Nam, Hoa Binh, Ha Giang, Dong Thap, An Giang...). Some homestay models are invested, operated and strictly quality controlled towards 5-star standards (the homestay system is consulted and managed by CBT Travel company).
Products from the agricultural sector participate in the tourism service supply chain, are sold and consumed at tourist destinations (on-site export), bringing a larger and more convenient source of income for farmers compared to consumption. In addition to the market, local specialties are also a tool to widely promote the destination. Exploiting regional culinary arts to serve tourists is also one of the factors promoting agricultural ecotourism activities.
Agricultural ecotourism has brought economic and social benefits to many localities and businesses. According to reports from a number of localities and businesses, we can point out the positive contributions of sustainable ecotourism activities associated with agriculture and rural areas in Vietnam in recent times:
It is a method of hunger eradication and poverty reduction, especially in difficult communities, creating additional sources of livelihood; creating jobs, bringing stable income and livelihoods to farmers, improving farmers' lives, and helping people feel more attached to their homeland.
Raise awareness of building a clean, civilized cultural environment and landscape, improve quality of life, restore and preserve national cultural identity, create a point of difference to attract and introduce to customers tourism.
Creating new destinations and tour routes, diversifying and enriching tourism products, reducing overcrowding pressure in tourist centers (Hoi An, Quang Nam), extending length of stay and improving tourist spending.
Agricultural products are served directly in restaurants and hotels and are exploited to promote culture through traditional cuisine.
Support communication for agricultural products through destination communication and promotion of tourism products to tourists.
3.2. Limitations and difficulties
- About tourism products:
There are not many unique, high-level, professional agricultural ecotourism products. Some areas have identical natural conditions, living habits, and community culture, so duplication and monotony between localities are unavoidable due to the exploitation of the same type of product.
The core values of indigenous agriculture, identity, traditional culture, sophistication, and regional characteristics in agricultural ecotourism products have not been exploited in depth and professionally. Most agricultural tourism activities are still spontaneous, small, and repetitive. Many agricultural tourism models have been exploited for many years, but have not been invested in to renew them, mainly relying on the natural ecological environment, so they are no longer attractive to tourists.
Most new agricultural ecotourism products only meet the simple needs of tourists for sightseeing, resting, eating, and experiencing. Guest spending on agricultural tourism products mainly buys sightseeing tickets, meals, accommodation... they do not spend much on other non-tour services because there are not many other supporting services or there are but not attractive to tourists. Although there are many homestay services invested with a clear direction and commitment to service quality, in reality many homestays are operated spontaneously, many are just bedrooms with living conditions. simple, monotonous services, unkempt, messy, lack of orientation towards national identity, broken natural landscape, general landscape environment has not been paid attention. Some homestay services do not maintain service quality as initially committed, economic efficiency is not high...
Infrastructure and auxiliary facilities at many agricultural tourism destinations have not been fully invested, or have been invested but do not ensure quality. Toilet facilities and environmental sanitation in many areas do not meet the requirements, there are even no toilets.
Urbanization, giving up land for residential areas, industrial parks, or other production and business activities, environmental pollution, and climate change are risks that threaten the development of tourism activities. agricultural calendar in many localities.
Weak connectivity:
Cooperation between travel businesses and destinations providing agritourism activities is limited. Many agricultural tourism destinations have difficulty connecting with travel businesses to perfect and build agricultural tourism products as well as attract domestic and international tourists.
Regarding shopping services in agricultural tourism activities: the majority of agricultural goods and products serving the shopping needs of tourists are self-sufficient, produced by households themselves, so there is no cost. trademark. Design and packaging are not attractive to tourists. Display activities, demonstration of production processes, and instructions for making the above types of products have not been exploited much. Tourists are often concerned about the quality, food hygiene and safety of many items, so they do not spend much. There are not many high-quality agricultural products with labels specifically for tourists and certified by management agencies.
Human resources for agricultural ecotourism development:
Many tourist destinations are scarce in human resources, especially those with high service skills and creativity. Meanwhile, many tourist destinations have workers but the training rate is low, mainly simple workers, not meeting development requirements. The ability to manage and operate agricultural tourism facilities and craft villages is limited. The training for indigenous people to have professional performance, interpretation, and customer service skills to create the attraction of agricultural tourism products has not met the requirements.
Most of the human resources serving customers directly in villages and hamlets are farmers who are mainly used to agricultural production, farming, and going to the forest, considering tourism activities as just a season to increase income. Therefore, there is no sense of service business thinking. Besides, due to limited qualifications, it is difficult to train to meet customer service requirements (communication skills, foreign language proficiency). This is one of the biggest obstacles, affecting the service quality of agritourism products. In addition, because people in remote areas have differences in development levels, cultures, customs and working consciousness, many businesses have difficulty investing and operating service facilities in remote areas. countryside.
Promotion activities: agricultural ecotourism activities have not been invested properly and are not professional, mainly still in the promotion program of general tourism products mainly based on natural resources. course.
4. Some issues arise
- The role of inter-sectoral coordination of agriculture, tourism, industry and trade
The tourism industry and agriculture industry need to coordinate and develop a joint program on agricultural tourism development associated with new rural construction. It focuses on a number of activities such as policies to support access to capital, technology, infrastructure investment, and human resource training for a number of agricultural tourism destinations; develop and promulgate a set of standards, ratings, and stars for high-quality agricultural tourism products; develop a brand communication plan for agricultural tourism products; Selectively bring agricultural products produced locally, ensuring quality and food safety, with unique packaging labels to serve tourists...
To serve investment activities in tourism products and attract investment, local tourism and agricultural sectors need to develop agricultural tourism maps that indicate areas such as cultural and biological villages. Which agricultural practices can be turned into tourism products: choose resource values, core cultural values, and typical agricultural products for development. In addition, it is necessary to evaluate and review existing agricultural tourism activities that have been implemented so that they can be expanded and upgraded into higher quality homestay housing projects (Community Lodge); Plan investment areas to become purely agricultural tourism projects, with space and landscape favorable to attracting investment from small and medium-sized enterprises (Pu Luong Retreat );
Reviewing, planning, orienting, building plans and investing in developing agricultural tourism products is extremely necessary, especially within the region and in each locality, which needs to be closely linked to regulations. planning and new rural development policies of the agricultural sector. The tourism industry and the agricultural industry need to coordinate to organize investigations and surveys of agricultural tourism development activities in localities to have a comprehensive assessment of the current development situation as well as recommend tourism development models. Appropriate agricultural schedules and appropriate support policies.
From the experience of localities, tourism resources associated with agriculture and rural areas are very rich, but cannot be developed massively, "a hundred flowers bloom", but must be selective and have methodical scientific investment. . To avoid monotonous and duplicate products, identifying key products and exploiting the unique, distinctive elements and highlights of each locality is extremely important. For Vietnam, with its small agricultural scale, the orientation of investment in exploiting agricultural tourism in the coming time will have to focus on linking mainstream agricultural activities with exploiting traditional cultural elements. , core values, identity with compact but sophisticated, professional, friendly services (homestay). In particular, attention is paid to preserving cultural spaces, historical relics, and ecology (tea hills, medicinal gardens, traditional farming areas, landscape restoration, rural market space...).
Sustainable ecotourism associated with agriculture and rural areas must aim at the criteria of saving investment through the use of local, environmentally friendly materials, using local products and human resources. Products supporting agricultural tourism should aim to supplement health care services, foods with medicinal properties, natural cosmetics, spas...
Agricultural ecotourism products must meet market needs and must aim at tourist satisfaction.
- On policies to develop ecotourism associated with agriculture and rural areas
There needs to be a policy to support tourism business households in accessing investment capital for agricultural tourism development: bank loans, capital from investment funds (Mekong Capital fund), loan funds from associations, social and professional organizations (Women's Union, Farmers' Union...)
Objects investing in services: Mostly, local people are investors in service products and homestay activities. Therefore, local people must be the first to access preferential loans from credit institutions, banks, investment funds...
Infrastructure investment policy: infrastructure at the destination needs to be fully invested: standard toilet system, electricity system, water supply and drainage system, parking lot, guidance center, and information display. tours, introduction boards, guide maps, stops...
- The bridging role of travel companies and promoting connectivity in agricultural tourism development
Strengthen connections between agricultural tourism operators (suppliers) and travel companies to increase the ability to attract tourists. On the one hand, we also need active support from travel companies in consumer orientation and perfecting products to meet requirements.
In addition to the goal of visitor growth, the goal of increasing visitor spending on locally produced agricultural products needs to be emphasized. In particular, spending on purchasing goods that are local agricultural products that have been commercialized is one of the measures to evaluate the effectiveness of agricultural tourism activities. To do this, close links between agriculture, industry and trade, processing industry and tourism are needed.
- Regarding destination management and service quality control
Destination space is the first factor that determines the attractiveness of tourism products. Preserving the core values and identity of the agricultural culture of Vietnamese villages, the environment, landscape, and civility at agricultural tourism destinations is especially important.
In destination management, it is necessary to ensure harmony between the interests of participating parties, including the interests of the people, especially those who directly play an important role in agricultural tourism activities. At agricultural tourism destinations, there needs to be a management board and must have representatives from the residential community. Regulations on destination management and service quality management need to be promulgated and monitored for implementation. In particular, there are requirements for ensuring service quality, price and commitment to implementation agreements between related parties.
Service quality management integrates elements of cultural preservation through a set of standards and commitments to ensure service quality between service providers and travel businesses.
State management of agriculture and tourism must accompany farmers from surveying, consulting, product development, marketing and sales.
- Human resources for agricultural tourism activities
The subjects of agricultural activities are farmers, so to exploit agricultural tourism activities, training and fostering people in skills and customer service attitudes must be given top priority.
Training a team of local service staff to be professional, skilled, and friendly will create attractive products to serve customers.
- Invest in media promoting agricultural tourism products
Branding for agricultural tourism needs to be invested methodically based on regional characteristics, agricultural seasons, and local products (one product per village). In addition, it is necessary to build an agricultural tourism map and increase the effective use of modern information and communication technology to promote agricultural tourism. Bring typical agricultural products associated with landmarks to promote agricultural tourism at various forums, fairs, and promotion activities.
It is necessary to develop a complete plan to promote agricultural tourism in each locality based on the core value of agricultural products and market demand.
To develop effective agricultural eco-tourism models, it is necessary to have the companionship of tourism and agricultural agencies at all levels, local communities and organizations and individuals investing in exploitation. Agricultural tourism products must be formed on the basis of a commitment to accompany the community from survey and construction to marketing and selling to the market. Agricultural tourism products must be economically effective products, use little capital investment, use local materials, and tourism products must be made on the basis of a commitment to ensure service quality. service, well managed. Farmers have good income and tourism products