Agritourism Development in Bến Tre, Vietnam: Community Perspectives and Sustainable Pathways

This study examines the development of agritourism in Bến Tre Province, Vietnam, focusing on local community perspectives to address gaps in qualitative research on participation and support needs in Mekong Delta agrotourism. Using a case study design, semi-structured interviews were conducted with 20 farmer households and five local officials to explore perceived benefits, challenges, government support, and assistance needs. Thematic analysis revealed multifaceted benefits, including economic diversification, cultural preservation, and social cohesion. At the same time, farmers faced capability gaps (tourism skills, communication, and language), market access constraints (promotion limits and reliance on intermediaries), weak inter-site linkages, and resource and procedural constraints. Government support in promotion and training was valued for initial capacity building but its effectiveness was reduced by procedural delays and slow access to finance for small-scale upgrades. The findings support Social Exchange and Stakeholder perspectives by showing how participation depends not only on perceived gains but also on reducing capability and transaction frictions through social capital, empowerment, and local brokerage. The chapter refines governance implications for sustainable agritourism by highlighting the need for timely, legible support systems, practical training tied to farm tasks, and network coordination across dispersed sites.