TOWS matrix in agritourism development: A comprehensive strategic study in the former Quang Binh province

Abstract

This study develops a phased, resilience-oriented strategic framework for agritourism development in the former Quang Binh province, Vietnam, using evidence collected before the 2025 administrative reorganisation. Adopting a qualitative case-study design, the study applies a TOWS matrix to supplyside evidence from semi-structured, in-depth interviews with 13 agritourism owners/managers and four local officials. The data were analysed across five dimensions: physical capital and site carrying capacity; human capital; social capital; market access capability; and sustainability, resilience, and seasonality. The findings reveal a central tension: abundant agricultural and cultural resources and strong community cohesion coexist with weak inter-business linkages, limited tourism and marketing capabilities, restricted access to capital and technology, pronounced seasonality, and high exposure to natural hazards. The TOWS analysis proposes a phased roadmap that prioritises defensive and capability-building measures Strengths - Weaknesses - Threats/Weaknesses - Opportunities (WT/WO), followed by resilience-oriented adaptation Strengths - Threats (ST), product diversification, destination branding, and market expansion Opportunities (SO). The study contributes to agritourism research by highlighting the gap between community cohesion and formal business cooperation and by integrating resilience and seasonality into strategic planning. The framework may also support policymakers and practitioners in strengthening agritourism capabilities, collaboration, and sustainable market development in comparable resource-constrained destinations.