Discuss about the Destination Management and Planning.
Agri tourism involves the agriculture based activities, which attract the visitors to visit a place. In addition, agri tourism consists of a large variety of activities such as buying and selling of products. In this connection, destination management marketing is helpful to promote a place or a country to enhance the rate of visiting. Moreover, destination management marketing promotes the growth and the tourism marketing of the place. In this study, the agri tourism of Mekong Delta would be discussed. The main barriers of agri tourism development shall be identified. In this connection, it can be mentioned that although the scenic beauty of this place is enormous, however, the agri tourism control and involvement is poor in the country. As per the concept of agri tourism it can be mentioned that as the rate of visiting is directly related with the farming of agricultural products, the farmers of Mekong do not have proper knowledge and skills in this matter. Therefore, the visitors may feel reluctant to visit the place. This is the other barrier to agri tourism in Mekong Delta.
This study has highlighted the destination management and planning of Mekong Delta. In this connection, this study has highlighted the audit of existing agri tourism products in terms of destination marketing organisation. In this context, this study has described that Can Tho city has the advantage of it’s position. The landscape, the traditional festival and culture, the cultivation of Can Tho city used to attract the tourists. On the other hand, this study is also benefitted to discuss the barriers and challenges, which are faced by the city, would be discussed. In this context, it can be noticed that Can Tho City has been suffering from several shortcomings. The management of the tourism sector sometimes do not have proper training or they do not have proper skill regarding the concept of agro tourism.
Moreover, this study has highlighted the strength, weakness, opportunities and threats by developing a SWOT analysis. SWOT analysis is helpful for the product development process. Moreover, it can be mentioned that based on this product development process, this study has implemented a proposed product development plan for the improvement of the service. This product development would be implemented based on the weakness and the threats.
In this section, this study demonstrates how five websites of Destination marketing organisation audits the existing agri tourism products. As per the statement of Badri, Salmani & Heydari (2016), the destination marketing organisations aim to the economic development of a destination. For this purpose, these organisations attempt to increase the visits of the tourists. As a result, the revenue earning by the tourist spots can be improved. In addition, the destination marketing organisations also focused to the convention sales of the places.
Some agri tourism places are identified as Can Tho city, Mekong, Vietnam. According to Barbieri et al., (2015), Can Tho is famous for it’s larger variety of geographical and the natural landscape sites. Can Tho city is situated beside the Hau river bank and the area of the place is approximately 1401.61 km square. It can be seen that Can Tho city is also famous for the traditional and the cultural festivals (People’s Army Newspaper Online). In addition, it can be mentioned that cultural foods and cuisines is identified as the main attraction for the tourists of Can Tho city. The behaviour of the traditional villagers are the another reason of attraction.
Bosworth & McElwee (2014) highlighted that the agri tourism products of Can Tho City are such as eco tourism, river culture, relaxation tourism, island and marine eco tourism, which are marketed by the destination marketing organisation. In this context, it is necessary to describe the landscape, traditional festival and culture and cuisines (OVERVIEW OF CAN THO CITY. 2017).
In the following section, (OVERVIEW OF CAN THO CITY. 2017) markets Can Tho city as the tourist destination in the following manner:
The location of this city is appropriate for the international trading. Moreover, it can be mentioned that there are approximately 155,000 hectare agriculture region. These areas are entirely used for the cultivation of rice, vegetables and fruits. On the other hand, it can be added that the position and the cultivation culture of Cai rang attracts the tourists. They used to visit the place and buy the products
Mekongdeltatours.com. website highlight that it is very pleasant to pick up the fruits from the orchards and watch the sunset. This facility enhances the mind satisfaction level of the visitors. As a result, it can be stated that the Destination marketing organisation would be able to increase the revenue earning of the tourist spot. Daugstad & Kirchengast (2013) opined that the cool and soothing breeze of the river is also a key attraction to the visitors.
As per Dao (2017), it can be reviewed that Can Tho city is located in the junction of Hau River and Can Tho River. In this place, a tourism park can also be observed, which attracts the visitors for sightseeing and enjoying the cool air.
(Useful Information – National Administration of Tourism. 2017) website highlights that the ecological features of Can Tho is equivalent to Mekong Delta. In addition, the taste of food and dishes is also equal to the foods of the other regions.
Travelfish.org. Travelfish websites highlights that the festival is organised for the exchange of program of traditional music and activities such as the singing of bird contests. This also attracts the tourists to visit the spot.
Moreover, it can be added that farmers of Can Tho City has brewed cocoa wine, which is highly favourable by the tourists. In this connection, Flanigan, Blackstock & Hunter (2014) mentioned that there is no other place where this type of wine is produced. This would in turn helpful to identify the foreign resources regarding the planting and cultivation of cocoa tree approach.
In the words of Govindasamy et al., (2014), the barriers to agri tourism development of Can Tho City has been suffering by rural and the developing regions. This study has aimed to the development of agri tourism in the Can Tho city of Mekong Delta. It can be identified that this study has been suffering from several challenges in order to develop western economies with the socialist political regime. On the contrary, Karampela, Kizos & Spilanis (2016) criticised that the range of barriers can be identified as there are limited market analysis on the external agents regarding the limited market structure of Can Tho City. In addition, it can be added that there is limited control as well as involvement for the tourism planning by the Can Tho Community members as reviewed by People’s Army Newspaper Online. (2017) website.
In order to identify the challenges, it can be mentioned that the Can Tho City has been suffering from the poor coordination and communication between the stakeholders of the place. The infrastructure of Can Tho city is poor. In addition, it can be added that there is no such formal planning. There is a confliction regarding the tourism development among the communities. Moreover, Kiran et al., (2014) argued that the management of the tourism management have been suffering from the lower level of skills. Therefore, if there arise any difficulties to identify the problems and the management would not be able to solve the problems. Furthermore, it can be mentioned that the leadership approach within the communities of Can Tho city is missing. Koutsouris et al., (2014) identified that the financial barriers is the another challenges what Can Tho city has been suffering from.
In order to identify the main barriers of the development of agri tourism can be described as Can Tho has been facing the problems regarding the supply chain to the tourism sector. On the other hand, the place has also faced the issue related with the seasonality of the agri production. Moreover, it can be observed that there is the lack of understanding between the tourist markets and the access to suitable land. In this purpose, there is lack of training and education regarding the tourism business and it is identified as the challenges.
This study has highlighted the SWOT analysis of the product development of organic agri tourism product in Mekong, Delta. In this context, it can be mentioned that destination marketing organisation would also willing to market the products in order to make popular Mekong Delta as the agri tourism destination. The place would also be enriched with the contribution of international fund for organic agriculture development. The beauty of nature would influence the tourists and they are willing to visit the place in order to get the essence of the place. In the points of Lobo (2014), SWOT analysis is helpful to identify the strength and opportunities of the cultivation of organic agri cultural products. On the other hand, the SWOT analysis is also benefitted to identify the weakness and threats of the cultivation. By identifying the shortcomings, the management can improve their strategies to make the business successful as it is relate with the agri tourism.
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Strength · Location of Can Tho City · Suitable environment and also have the broad variety of organic plants · Contribution of regional wisdom · Efficient knowledge and skills of the workers regarding the organic plant cultivation · Greater cooperation and networking among the farmers and the entrepreneur. |
Weakness · Lower willingness of the management and the workers for implementing the product innovation technique. · Poor supply of organic raw materials. · Small size of the domestic market · A small number of staffs, who are specialises in the organic agriculture development. · Quality of the products is poor. |
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Opportunity · In the words of Mahmoodi et al., (2014), Can Tho City has followed the sustainable agricultural policy and the consumers’ health promoting strategy. · The market for organic agriculture in Mekong has been increasing with the rise in time. · People as well as the tourists are concerned regarding the healthy products. · The management of the farms of the place are concerned regarding the climatic change of the place. · In addition, Shengrong, Kangjing & Shuisheng (2013) mentioned that the price of the chemical fertilisers has been increasing. Therefore, the farmers also willing to avoid the use of the chemical fertilisers in the cultivation. |
Threats · According to Marchiori et al., (2015), it can be mentioned that the market of the agri cultural cultivation is similar to the market of perfect competition. · Sometimes, the purchasers do not have enough knowledge regarding the benefit of this type of products. · In addition, it can be added that with the rise in time, the price of fuel has been increasing. |
Table 1: SWOT analysis for the development of organic agriculture products
(Source: Created by author)
From the above table it can be observed that the location of Can Tho city is ideal. According to Stanley & Stanley (2015), it can be mentioned that for the cultivation process, it is necessary to have efficient water resources. In this connection, it can be stated that as Can Tho City is situated besides the river, therefore, the farmers get efficient water from this natural resources. On the other hand, Tuzon et al., (2014) opined that the environment and the equatorial monsoon climate of Mekong is ideal for the organic product cultivation. In this point, it can be mentioned that this can make a business successful. This will influence the visitors to visit the place. The farmers also have the knowledge and skills regarding the organic agricultural cultivation. The communication and the networking between the farmers and the entrepreneurs is stronger, which can make a business successful.
On the other hand, Badri, Salmani & Heydari (2016) cited that most of the farmers do not have the specialisation in the organic farming. Sometimes it can reduce the performance of the organisations. In addition, it can be added that the market of Mekong is quite smaller and there is limited raw materials for the cultivation process. Moreover, the management of the organisations do not implement innovative techniques for the cultivation procedure. In this respect, it can be mentioned that if the management can mitigate these shortcomings, then the organic agricultural production would be improved.
Moreover, after analyse the SWOT analysis, it can be noticed that there are some opportunities of this place, which can make the product development process successful. In this purpose, it can be mentioned that with the rise in time, the concern regarding the healthy foods has been increasing. Furthermore, Mekong also followed the sustainable agricultural policy in the cultivation method. In the words of Bosworth & McElwee (2014), the price of the fertilisers has been increasing with the rise in time. Therefore, the management are willing to avoid the use of fertilisers and also willing to focus to the organic products cultivation.
By identifying the weakness and threats of SWOT analysis, this study can effectively improve the product development strategies. The organic products manufacturing organisations can implement new and innovative techniques and strategies in the cultivation process. This can increase the productivity of the organisations. On the other hand, Choo & Petrick (2013) mentioned that the organisations can recruit only those employees, who have specialisation in the organic farming.
In addition, it can be observed that the farms are forced to use poor quality of raw materials. In this context, it can be added that the scope of getting raw materials for the cultivation process, is less. Therefore, the farms can import raw materials from the other countries. As it is known that the position of this place is helpful for the international trading, therefore, Mekong can easily import raw materials from the outside of the country. On the other hand, competition in the market has been increasing with the rise in time. Therefore, in this connection, Daugstad & Kirchengast (2013) suggested that the organisation requires to perform optimally in order to survive in the perfectly competitive market structure.
Conclusion
This report shows that agri tourism in the Mekong Delta of Vietnam. After analysing the study, it can be observed that scenic beauty of Mekong Delta is very rich to attract the tourists. This is situated beside the river. The water of this river is utilised for the purpose of cultivation. On the other hand, with the help of the SWOT analysis, the barriers, which have been suffering this city, have discussed in this study. The farmers feel reluctant to implement agricultural innovations in their cultivation process. Therefore, productivity of the place may be reduced. However, trading situation of this country is helpful to make the agri tourism of Mekong Delta successful.
References
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Barbieri, C., Xu, S., Gil-Arroyo, C., & Rich, S. R. (2015). Agritourism, farm visit, or…? A branding assessment for recreation on farms. Journal of Travel Research, 0047287515605930.
Bosworth, G., & McElwee, G. (2014). Agri-tourism in recession: evidence from North East England. Journal of Rural and Commmunity Development, 9(3), 62-77.
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Karampela, S., Kizos, T., & Spilanis, I. (2016). Evaluating the impact of agritourism on local development in small islands. Island Studies Journal, 11(1), 161-176.
Kiran, J. N., Prasad, V. L., Kavya, C., & Nagaraja, G. N. (2014). Investment opportunities in agri-tourism in India. International Journal of Commerce and Business Management, 7(2), 400-405.
Koutsouris, A., Gidarakou, I., Grava, F., & Michailidis, A. (2014). The phantom of (agri) tourism and agriculture symbiosis? A Greek case study. Tourism Management Perspectives, 12, 94-103.
Lobo, R. (2014). Helpful agricultural tourism (agri-tourism) definitions.
Mahmoodi, M., Chizari, M., Kalantari, K., & Eftekhari, A. R. (2014). THE Quantitative Strategic Planning Matrix (Qspm) Applied To Agri-Tourism: A Case Study In Coastal Provinces Of Iran.
Marchiori, E., Boegli, F., Adukaite, A., & Cantoni, L. (2015). The Role of Food and Gastronomy in Online Travel Reviews About Agritourism Experiences. Journal of Gastronomy and Tourism, 1(1), 57-65.
Mekong delta, Mekong delta tours, mekong river cruise, mekong tour, bike tours, homestay tours, car rental. (2017). Mekongdeltatours.com. Retrieved 9 January 2017, from https://www.mekongdeltatours.com/
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