RESEARCH ON FACTORS AFFECTING AGRITOURISM ACTIVITIES IN THAI NGUYEN PROVINCE

Abstract

This research aims to identify the factors influencing agritourism activities in Thai Nguyen province, with the objective of effectively leveraging agricultural resources and local cultural heritage. The research employs both qualitative and quantitative methods, including surveys conducted among agricultural tourism cooperatives and local communities engaged in agritourism businesses. The proposed research model initially comprises six independent factors and one dependent factor, with a total of 30 observed variables. After validation using SPSS 26.0, the findings indicate that four key factors significantly impact agritourism activities: (1) The attractiveness of tourism resources, (2) Tourism development policies, (3) Social environment and tourism experiences, and (4) Infrastructure and technical facilities for tourism. The results reveal that tourism resources have the strongest influence, while infrastructure and technical facilities exert the weakest impact, though they still positively contribute to agritourism development. This research provides a scientific basis for local authorities to formulate policies and appropriate solutions to enhance the effectiveness and sustainability of agritourism in Thai Nguyen.