CONSTRUCTING A WELLNESS TOURISM VALUE CHAIN BASED ON THE MEDICINAL HERB ECOSYSTEM IN THE BAY NUI REGION, AN GIANG PROVINCE
DOI:
https://doi.org/10.62985/j.huit_ojs.vol26.no3E.625Từ khóa:
Wellness tourism, tourism value chain, medicinal herb ecosystem, Bay Nui region, An Giang.Tóm tắt
Driven by the globally surging wellness economy, wellness tourism has emerged as a core catalyst for green growth and human resilience. The Bay Nui region possesses a distinct competitive advantage for this sector, underpinned by its endemic medicinal herb ecosystem and profound traditional medicine heritage. However, theoretically, integrating ecological knowledge and indigenous medicine into the service supply chain remains a significant research gap. Empirically, these medicinal resources are sub-optimally utilized due to disconnected linkages between agricultural cultivation and tourism services. This study aims to construct a comprehensive wellness tourism value chain for the Bay Nui region. Employing a qualitative approach (field surveys, in-depth interviews, thematic analysis, system-structural analysis), the research identifies core supply bottlenecks across stakeholders - travel enterprises, farmers, traditional healers, and authorities. The paper consequently proposes a Quadruple Helix framework to optimize the value chain, smoothly transitioning herbs from cultivation to experience design. Ultimately, this integration shapes high-quality wellness experiences, preserves biodiversity, and sustains local livelihoods.
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