ABSTRACT

Da Lat, Vietnam, is renowned for its rich biodiversity and vibrant agricultural sector, which contribute to the region's unique cultural heritage and tourism industry. In recent years, the cultivation of roses and the development of rose-based products have gained increasing attention as promising avenues for economic growth and sustainable tourism. This study aims to explore the economic potential of rose-based products and agri-tourism in Da Lat, with a focus on the opportunities, challenges, and strategies for success. To achieve this purpose, a mixed-methods approach was employed, combining quantitative data from secondary sources with qualitative data collected through interviews and field observations in Da Lat. Key stakeholders in the rose industry, such as farmers, entrepreneurs, and government officials, were consulted to gain insights into the current state of the sector and its future prospects. Additionally, case studies of successful rose-based enterprises and agri-tourism initiatives in Da Lat were analyzed to identify best practices and lessons learned. The results revealed that the Da Lat rose industry possesses significant potential for growth and diversification, particularly in the areas of essential oils, cosmetics, and culinary products. The development of rose-based agri-tourism experiences, such as farm visits, workshops, and festivals, can attract both domestic and international tourists, generating additional income and employment opportunities for local communities. However, challenges such as limited market knowledge, inadequate infrastructure, and insufficient investment in research and development hinder the sector's full potential. To capitalize on the opportunities identified, the study recommended targeted interventions, including capacity-building programs for farmers and entrepreneurs in Da Lat, public-private partnerships to improve infrastructure, and the promotion of Da Lat as a destination for rose-themed tourism. By leveraging the unique characteristics and economic potential of the rose industry in Da Lat, Vietnam has the opportunity to strengthen its presence in the global market and contribute to the development of a more sustainable and inclusive tourism sector.

Keywords: roses, rose-based products, agri-tourism, economic potential, sustainable tourism, Da Lat, Vietnam