INFORMATION ABOUT THE MASTER'S THESIS
1. Student's full name: Nguyen Thi Yen Nhi
2. Gender: Female
3. Date of birth: August 22, 2001
4. Place of birth: Hai Phong
5. Decision No. 5626/QD-XHNV dated December 29, 2023, of the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi, recognizing the student.
6. Changes in the training process:
The training period has been extended according to Decision No. 9028/QD-XHNV dated December 23, 2025, of the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.
7. Thesis title: Development of agricultural tourism products in Luc Ngan district, Bac Giang province
8. Major: Tourism; Code: 8810101.01
9. Scientific supervisor: Dr. Vu Huong Lan, Faculty of Tourism Studies, University of Social Sciences and Humanities, Vietnam National University, Hanoi.
10. Summary of the thesis results:
This thesis studies the development of agricultural tourism products in Luc Ngan district, Bac Giang province, using a combined supply-demand approach. The research aims to assess the current state of agricultural tourism product development, analyze the extent to which the supply system meets tourist demand, and propose solutions for development towards diversity, efficiency, and sustainability. Theoretically, the thesis systematizes concepts and applies several foundational theories such as the theory of experiential economics (Pine & Gilmore, 1998, 1999; Sieczko, 2020), the theory of planned behavior (Ajzen, 1991), and the theory of new tourism product development (Santos et al., 2020). Based on these, the author constructs a research framework suitable for the context of agricultural tourism product development in the study area.
Qualitative research conducted through in-depth interviews with representatives from state management agencies, cooperatives, and local people revealed that the supply side of agricultural tourism products in Luc Ngan district is composed of the following main groups of factors: agricultural tourism resources, infrastructure and technical facilities, tourism services, tourism human resources, along with supporting factors such as promotion and policies. Interview responses indicated that the locality possesses outstanding potential in terms of agricultural landscapes, characteristic fruit-growing areas, and indigenous cultural values. However, the development of agricultural tourism products here is still limited in terms of diversity, level of linkage, service quality, human resource skills, and the effectiveness of implementing support activities for product development.
Quantitative research results from 385 valid survey responses show that the demand side for agricultural tourism products in Luc Ngan district has initially formed a relatively clear picture. Descriptive statistical analysis reveals that tourists have a fairly positive perception of agricultural tourism, with relatively diverse motivations for participation, generally high levels of satisfaction, and relatively promising future behavioral intentions. The average values of satisfaction variables range from 3.97 to 4.09 on a 5-point Likert scale, indicating that the majority of tourists have a positive assessment of their agricultural tourism experiences in the area, along with a high tendency to return and recommend the destination to others. This result reflects that agricultural tourism products in Luc Ngan have a certain market foundation, but also highlights the need to further improve the quality of the experience and enhance the uniqueness of the product to transform the potential of the demand side into more sustainable development in practice.
This thesis provides a practical basis for local authorities, cooperatives, businesses, and communities to focus on improving supply-side elements such as product and service organization, infrastructure, human resources, communication, and support mechanisms. It also emphasizes the needs, satisfaction levels, and behavioral intentions of tourists in order to develop agricultural tourism products in Luc Ngan district in a diverse, attractive, and sustainable manner.
11. Practical applications:
The research findings of this thesis have the potential for direct application in the practical development of agricultural tourism products in Luc Ngan district, Bac Giang province. Based on an assessment of the current situation, an analysis of market demand, and the level of responsiveness of suppliers, the thesis proposes solutions that can serve as a reference for local authorities, tourism management agencies, businesses, cooperatives, and people in the process of building, improving, and diversifying agricultural tourism products.
This thesis can also be used to guide the effective exploitation of agricultural, ecological, and indigenous cultural values associated with sustainable tourism development; support planning, policy-making, destination promotion, and enhance the quality of visitor experience. Furthermore, the research results serve as a useful reference for further studies on agricultural tourism in Luc Ngan and other localities with similar conditions.
12. Future research directions:
Based on the research results, this thesis has initially clarified the theoretical basis, the current state of product development, and the level of responsiveness between the supply system and tourist demand in Luc Ngan district using a supply-demand approach. However, to further refine the scientific basis and enhance the practical application value, subsequent research needs to expand the scope and delve deeper into some specific contents as follows:
Further research could be conducted to compare Luc Ngan district with other localities that have similar conditions in terms of agriculture, landscape, and indigenous culture, while also considering the application of digital transformation and value chain linkages in the development of agricultural tourism products. The results of this research will contribute to clarifying the unique characteristics of Luc Ngan, identifying influencing factors, and proposing a more effective development model for the locality in the future.
A further research direction is to build and validate an in-depth quantitative model for the development of agricultural tourism products in Luc Ngan district. This research direction helps to quantify the impact of related factors, thereby clarifying the scientific basis for proposing appropriate and sustainable development solutions.
13. Published works related to the thesis:
Nguyen Thi Yen Nhi, Nguyen Xuan Hai (2024). Agricultural tourism product development in Na Hang and Lam Binh District (Tuyen Quang Province, Viet Nam Country). The 12th International Conference on Multidisciplinary Research (ICMR) in Conjunction with the 1st International and National Symposium on Economics and Sustainable Development (INSESD) 2024, ISBN: 978-604-924-836-8.
Vu Huong Lan, Nguyen Thi Yen Nhi (2025).Harnessing indigenous cultural values for agricultural tourism product development in Luc Ngan district (formerly).Cultural industry with sustainable tourism development in Vietnam in the context of international integration. ISBN: 978-632-607-176-4.
Vu Huong Lan, Nguyen Thi Yen Nhi (2025).Developing agricultural tourism products in Luc Ngan district, Bac Giang province (formerly) and lessons learned for Thanh Hoa province.Proceedings of the Scientific Conference: Potential for Developing Agricultural Tourism Models in Thanh Hoa Province (part of a provincial-level science and technology project), p. 19.
Vu Huong Lan, Nguyen Thi Yen Nhi (2026).Developing agricultural tourism products in Luc Ngan commune, Bac Ninh province.Culture and Arts Magazine, April 2026 issue.
INFORMATION ON MASTER'S THESIS
1. Full name: Nguyen Thi Yen Nhi
2. Sex: Female
3. Date of birth: 22/08/2001
4. Place of birth: Hai Phong
5. Admission decision number: 5626/QD-XHNV dated December 29, 2023, issued by the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi
6. Changes in academic process:
The training duration has been extended including to Decision No. 9028/QD-XHNV dated December 23, 2025, issued by the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.
7. Official thesis title: Development of Agricultural Tourism Products in Luc Ngan District, Bac Giang Province
8. Major: Tourism; Code: 8810101.01
9. Supervisors: Dr. Vu Huong Lan - Faculty of Tourism Studies, University of Social Sciences and Humanities, Vietnam National University, Hanoi.
10. Summary of the thesis results:
The thesis examines the development of agricultural tourism products in Luc Ngan District, Bac Giang Province, using an integrated supply–demand approach. The study aims to assess the current state of agricultural tourism product development, analyze the extent to which the supply system meets tourist demand, and thereby proposes solutions for development in a diversified, effective, and sustainable direction. From a theoretical perspective, the thesis systematizes key concepts and applies several foundational theories, including the Experience Economy Theory (Pine & Gilmore, 1998, 1999; Sieczko, 2020), the Theory of Planned Behavior (Ajzen, 1991), and the New Tourism Product Development Theory (Santos et al., 2020). Based on this, the author develops a research framework suitable for the context of agricultural tourism product development in the study area.
The qualitative research findings, based on in-depth interviews with representatives of state management agencies, cooperatives, and local residents, indicate that the supply side of agricultural tourism products in Luc Ngan District is mainly composed of several key groups of factors, including agricultural tourism resources, infrastructure and technical facilities, tourism services, and human tourism resources, together with supporting factors such as promotion, marketing, and policy. The interview results also show that the locality possesses considerable potential, particularly in terms of agricultural landscapes, distinctive fruit-growing areas, and indigenous cultural values. However, the development of agricultural tourism products in the district remains limited in terms of diversity, the level of linkages, service quality, human resource skills, and the effectiveness of implementing activities that support product development.
The quantitative research results, based on 385 valid survey responses, show that the demand side for agricultural tourism products in Luc Ngan District has begun to take shape relatively clearly. Through descriptive statistical analysis, the study indicates that tourists have a fairly positive perception of agricultural tourism, relatively diverse travel motivations, a generally high level of satisfaction, and promising behavioral future intentions. The mean values of the variables measuring satisfaction range from 3.97 to 4.09 on a five-point Likert scale, suggesting that most tourists hold positive evaluations of their agricultural tourism experiences in the locality, while also showing a relatively strong intention to revisit and recommend the destination to others. These findings reflect that agricultural tourism products in Luc Ngan already have a certain market foundation, but they also highlight the need to further improve the quality of the tourist experience and enhance the distinctiveness of the products in order to transform demand-side potential into more sustainable development in practice.
The thesis provides a practical basis for local authorities, cooperatives, enterprises, and local communities to focus on improving supply-side factors such as product organization, services, infrastructure, human resources, communication, and support mechanisms. At the same time, it emphasizes the importance of better addressing tourists' needs, satisfaction levels, and behavioral intentions in order to develop agricultural tourism products in Luc Ngan District in a more diverse, attractive, and sustainable direction.
11. Practical application potential:
The findings of the thesis have strong potential for direct application in the practical development of agricultural tourism products in Luc Ngan District, Bac Giang Province. Based on the assessment of the current situation, the analysis of market demand, and the evaluation of the responsiveness of supply-side stakeholders, the thesis proposes solutions that may serve as useful references for local authorities, tourism management agencies, enterprises, cooperatives, and local residents in the process of developing, improving, and diversifying agricultural tourism products.
The thesis may also be used to help orient the effective utilization of local agricultural, ecological, and indigenous cultural values in connection with sustainable tourism development; to support planning, policy-making, destination promotion, and the enhancement of tourist experiences. In addition, the research findings can serve as a useful reference for further studies on agricultural tourism in Luc Ngan as well as in other localities with similar conditions.
12. Future research directions:
Based on the research findings, the thesis has initially clarified the theoretical foundation, the current status of product development, and the degree of alignment between the supply system and tourist demand in Luc Ngan District through a supply–demand approach. However, in order to further strengthen the scientific basis and enhance the practical applicability of the study, future research should expand its scope and explore several specific aspects in greater depth, as follows:
Future research may be further extended by comparing Luc Ngan District with other localities that share similar conditions in terms of agriculture, landscape, and indigenous cultural values, while also examining the application of digital transformation and value chain linkages in the development of agricultural tourism products. The findings of such research would help clarify the distinctive characteristics of Luc Ngan, identify the influencing factors, and propose a more effective development model for the locality in the future.
Another direction for future research is to develop and test an in-depth quantitative model on the development of agricultural tourism products in Luc Ngan District. This research direction would help quantify the level of influence of relevant factors, thereby providing a clearer scientific basis for relevant and sustainable development solutions.
13. Thesis-related publications:
Nguyen Thi Yen Nhi, Nguyen Xuan Hai (2024). Agricultural tourism product development in Na Hang and Lam Binh District (Tuyen Quang Province, Viet Nam Country). The 12th International Conference on Multidisciplinary Research (ICMR) in Conjunction with the 1st International and National Symposium on Economics and Sustainable Development (INSESD) 2024, ISBN: 978-604-924-836-8.
Vu Huong Lan, Nguyen Thi Yen Nhi (2025).Harnessing indigenous cultural values for agricultural tourism product development in Luc Ngan district (formerly).Cultural industry with sustainable tourism development in Vietnam in the context of international integration. ISBN: 978-632-607-176-4.
Vu Huong Lan, Nguyen Thi Yen Nhi (2025).Development of Agricultural Tourism Products in Luc Ngan District, Bac Giang Province (former) and Lessons Learned for Thanh Hoa Province. In Proceedings of the Scientific Conference: Potential for Developing Agricultural Tourism Models in Thanh Hoa Province (under the provincial-level science and technology project), p. 19.
Vu Huong Lan, Nguyen Thi Yen Nhi (2026).Development of Agricultural Tourism Products in Luc Ngan Commune, Bac Ninh Province. Vietnam Journal of Culture and Arts, April 2026 issue.
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