General Assessment of Agricultural Tourism Development in Da Lat City

Revenue from tourism of businesses reached 273,279 million VND (64.4%), the highest among the remaining groups. The lowest proportion was revenue from services at 46,793 million VND (11.1%), the remaining two groups accounted for almost equal proportions: hotels and restaurants at 52,970 million VND (12.4%) and tourism at 51,195 million VND (12.1%).

The main reason why the revenue of businesses is higher than other groups is because the tourism products offered are very popular and suitable to the tastes of tourists. The service group has low revenue because there are not many services to serve tourists, the tourism staff is still unprofessional and there is no synchronization.

2.4.5. General assessment of agricultural tourism development in Da Lat city

* Traveler Reviews

- According to survey results, the majority of tourists are satisfied when coming to these tourist destinations.

Table 2.13. Visitors' reviews of tourist attractions in Da Lat

Criteria

Location

Tourists	Like it very much		Quite like it		Prefer		Medium		Dislike
Tourists	People (votes)	Rate (%)	People (votes)	Rate (%)	People (votes)	Rate (%)	People (votes)	Rate (%)	People (votes)	Rate (%)
Cau Dat Tea Hill	International	1	0.5	1	0.5	1	0.5	0	0	0	0
Cau Dat Tea Hill	Inland	3	1.5	13	6.5	5	2.5	1	0.5	0	0
Cool Camp	International	3	1.5	2	1	4	2	0	0	0	0
Cool Camp	Inland	10	5	7	3.5	14	7	0	0	0	0
Ho Xuan Quarter Smell	International	0	0	2	1	1	0.5	0	0	0	0
Ho Xuan Quarter Smell	Inland	5	2.5	16	8	41	20.5	0	0	0	0
Van Flower Village Wall	International	3	1.5	2	1	5	2.5	0	0	0	0
Van Flower Village Wall	Inland	31	15.5	18	9	11	5.5	0	0	0	0
Total	International	7	3.5	7	3.5	11	5.5	0	0	0	0
	Inland	49	24.5	54	27	71	35.5	1	0.5	0	0
	Total	56	28	61	30.5	82	41	1	0.5	0	0

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Source: 2018 survey results

Tourists rated the tourist destinations as very liked by 28%, quite liked by 30.5%, liked by 41%, average by 0.5% and there were no cases of dislike. The rate of very liked by international visitors was 4.5% while that of domestic visitors was 24.5%, the rate of quite liked by international visitors was 3.5% but domestic visitors accounted for 27%, the rate of liked by international visitors was 5.5% and that of domestic visitors was 35.5%. Thus, according to the survey, we can see that the tourist destinations are highly appreciated, very attractive and appealing to tourists.

- One of the criteria that helps tourist destinations retain tourists is the quality and tourism services. If a tourist destination lacks the above two factors, it will not attract tourists for a long time, while the purpose of the tourism strategy is sustainable development.

- According to the author's survey in 2018, at agricultural tourism locations, tourists were quite satisfied with the quality and service, specifically as follows:

Table 2.14. Tourists' evaluation of tourism quality and services

Evaluation criteria

Tourists	Very good		Pretty good		Good		Medium		Least
Tourists	People (Vote)	Ratio rate (%)	People (Vote)	Ratio rate (%)	People (Vote)	Rate (%)	People (Vote)	Ratio rate (%)	People (Vote)	Ratio rate (%)
diversity Product form	International	12	6	5	2.5	3	1.5	0	0	0	0
diversity Product form	Inland	67	33.5	49	24.5	58	29	6	3	0	0
Total		79	39.5	54	27	61	30.5	6	3	0	0
Product quality product	International	2	1	7	3.5	9	4.5	2	1	0	0
Product quality product	Inland	34	17	35	17.5	107	53.5	2	1	0	0
Total		36	18	42	21	118	59	4	2	0	0
Services (facilities- technical)	International	4	2	3	1.5	12	6	1	0.5	0	0
Services (facilities- technical)	Inland	49	24.5	37	18.5	78	39	14	7	2	1
Total		53	26.5	40	20	90	45	15	7.5	2	1
Attitude serve	International	3	1.5	2	1	15	7.5	0	0	0	0
Attitude serve	Inland	29	14.5	98	49	34	17	17	8.5	2	1

Evaluation criteria

of staff

Tourists	Very good		Pretty good		Good		Medium		Least
Tourists	People (Vote)	Ratio rate (%)	People (Vote)	Ratio rate (%)	People (Vote)	Rate (%)	People (Vote)	Ratio rate (%)	People (Vote)	Ratio rate (%)

Total		32	16	100	50	49	24.5	17	8.5	2	1
Lip school	International	2	1	2	1	16	8	0	0	0	0
Lip school	Inland	24	12	15	7.5	138	69	2	1	1	0.5
Total		26	13	17	8.5	154	77	2	1	1	0.5
The friendliness of the community resident	International	15	7.5	8	4	1	0.5	1	0.5	0	0
The friendliness of the community resident	Inland	80	40	70	35	20	10	4	2	1	0.5
Total		95	47.5	78	39	21	10.5	5	2.5	1	0.5

Source: 2018 survey results

Regarding the diversity of products, tourists rated them highly: very good 39.5%, quite good 27% and good 30.5%. However, 3% of tourists rated them average, which shows that tourism products have not yet satisfied tourists' needs. In addition, the quality of tourism products was rated at an average level of 1%, while most tourists said that the quality was good (59%) and very good (18%).

Regarding service and service attitude of staff, it is rated as good, accounting for over 3/4 of the survey votes. However, there is still a situation of staff not being attentive and not enthusiastic, accounting for 1%, making tourists still not really satisfied when traveling to these places.

According to the survey results, most tourists rated the environment at the tourist destination as clean and pleasant, very suitable for tourism. The number of tourists who rated the environment as good was 77%, quite good was 8.5%, very good was 13%, and there were still 1% who rated it as average and 0.55% as poor. At some tourist destinations, there was still household waste that had not been collected after tourists had finished using it or some products such as pesticides, fertilizer bags, etc. that had not been treated, but this number was very small.

In general, tourists rated the facilities and technical infrastructure as very good, the prices are cheap and suitable for all audiences and ages. The service attitude of tour guides and staff is warm, enthusiastic, creating a good impression, making tourists very satisfied. This makes their trip better than expected and they still want to come back when they have the chance (99.5%).

The impression that tourists have of the local people is extremely important. Therefore, the people here always welcome guests with an open, gentle and hospitable attitude. The majority of tourists rate the local community as friendly, at a very good level of 47.5%; quite good 39%, good 10.5%, only 2.5% rate it at an average level and 0.5% at a poor level.

* Strengths

The terrain of Da Lat is mainly low mountains and plateaus, very favorable for livestock farming, growing vegetables, flowers, tubers, fruits, industrial crops, etc. to develop the economy in general and tourism in particular, especially agricultural tourism. Besides, Da Lat also has many beautiful natural landscapes such as: mountains, forests, rivers, lakes, fields, etc., which are very suitable for traditional agriculture, and are also conditions for creating excellent agricultural tourism products. This is also considered a "high-tech agricultural experimental area", friendly to the environment and nature.

Dalat's nature has endowed the people here not only with natural products but also created conditions for this land to be able to grow special products different from other localities: artichokes, strawberries,...

In Da Lat, there are still many craft villages associated with agricultural traditions such as: Van Thanh flower village, Trai Mat vegetable village, Cau Dat tea village, ... which are increasingly attracting tourists' attention and visits. This place also records many unique cultural traditions of ethnic minorities: K'ho, Hoa, Tay, Nung, Cham, ... with great potential for developing agricultural tourism associated with many historical and cultural relics that need to be preserved and promoted.

In addition, this place has many strengths to develop agriculture, especially growing vegetables and flowers. The application of high technology in production not only improves the quality of output products but also attracts many tourists to visit.

This is also an opportunity for other localities to learn from experience, contributing to promoting more sustainable tourism development.

* Limit

- The promotion of Da Lat tourism on mass media is currently still weak. Especially the communication channel through social networks, this is a very effective channel for international visitors, because most of them travel based on the promotion on the internet and the reviews of previous travelers. And the weakness in the tourism promotion strategy is also a limitation of Vietnam tourism in general, not just Da Lat tourism or DLNN in particular.

- The terrain in some places is rugged and infrastructure is degraded, limiting the exploitation of tourist sites.

- The exploitation of tourism sites takes place freely, lacking synchronous planning from local levels and sectors.

- Most of the tourism areas and spots in the province only focus on exploiting natural landscapes for outdoor sightseeing, not paying attention to embellishment and investment in creating new products, leading to monotonous, duplicated tourism products and services that are less attractive to tourists.

- Non-residential tourism sites do not invest in upgrading, causing waste of tourism resources and affecting the local tourism brand.

- Agricultural land is increasingly limited because investors take land to build entertainment areas, golf courses, restaurants, hotels, etc.

- The government has not really created favorable conditions for businesses to invest, still causing difficulties; there is no specific plan to develop agricultural tourism, tourism products are still monotonous.

- The connection between the tourist area and the travel agency in attracting tourists is still loose. The professional level, capacity, and communication skills in tourism culture of the staff have not met the needs of tourists.

Chapter 2 Summary

In recent years, with the development of tourism in the whole country, Da Lat tourism in general and rural tourism in particular have continuously developed and matured, contributing to the development of the local socio-economic foundation. However, Da Lat city has not yet fully exploited the potential of agricultural resources to serve tourists.

Chapter 2 has outlined Da Lat city, the resources exploited for tourism development here. In particular, it has assessed the potential and current status of exploiting agricultural tourism in the city. Although there are many conditions to develop this new type of agricultural tourism, it has not attracted much attention from the community.

Chapter 3. ORIENTATION AND SOLUTIONS FOR DEVELOPING AGRICULTURAL TOURISM IN DA LAT CITY

3.1. Orientation for agricultural tourism development in Da Lat city

3.1.1. The bases for building development orientation and solutions

* Orientation for development of eco-tourism in general and rural tourism in particular of the General Department of Tourism

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- Developing eco-tourism must ensure sustainable economic efficiency in the direction of use.

ecosystem services, sharing benefits with the community.

- The effectiveness of eco-tourism development activities contributes positively to the conservation of natural resources and cultural resources.

- Developing ecotourism must create authentic ecotourism products, contributing to satisfying tourists' needs, thereby increasing the number of tourists coming to tourist destinations.

- Developing eco-tourism must comply with current State regulations, paying attention to innovative and breakthrough models that contribute to perfecting the policy mechanism on eco-tourism development.

- Agricultural development planning is closely linked with tourism planning to ensure sustainable development orientation and mutual support.

- Effectively promote and publicize agricultural tourism models and products and replicate these models nationwide.

- It requires the participation of both the Tourism and Agriculture sectors, along with all levels, sectors and the business community.

- Building a rural tourism brand must be associated with service quality and cultural identity preservation.

- There should be specific and preferential policies from the Party, State and local authorities to encourage the development of rural tourism.

- Strengthening the connection between farmers - scientists - businesses - managers to develop sustainable agricultural tourism.