Title: Developing business models for agritourism in Vietnam using service design approach

Authors: Luu Van Thong Trac; Thi Trang Thanh Nguyen; Chen-Fa Wu

Addresses: Department of Horticulture, National Chung Hsing University, Taichung City, 402, Taiwan ' International Doctoral Program in Agriculture, National Chung Hsing University, Taichung City, 402, Taiwan ' Department of Horticulture, National Chung Hsing University, Taichung City, 402, Taiwan

Abstract: Vietnam has faced internal migration and a shortage of young labourers in agriculture, prompting the government to encourage entrepreneurship and rural revitalisation. Agritourism has emerged to promote rural development by combining farming with commercial tourism. However, improving customer satisfaction and repeat visits could be enhanced for agritourism in Vietnam. This research aims to develop a service design framework for agritourism in An Giang Province, Mekong Delta, to contribute to rural revitalisation. The study identifies customer touchpoints, tourist motivations, and expectations and employs service design to create an innovative agritourism model. Results emphasise the importance of detailed information, authentic experiences, and personalised follow-up strategies. By carefully designing and addressing each touchpoint, agritourism in the Mekong Delta can attract more visitors, stimulate economic growth, and preserve local culture.

Keywords: rural revitalisation; agritourism; service touchpoints; Mekong Delta.

DOI: 10.1504/IJAITG.2025.151410

International Journal of Agriculture Innovation, Technology and Globalisation, 2025 Vol.5 No.1, pp.24 - 35

Received: 08 Jun 2023
Accepted: 13 Oct 2023
Published online: 28 Jan 2026 *

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