Abstract

This study focused on the characteristics and activities of the agricultural way of life (AWOL) in the development of agritourism in Tra Que Vegetable Village (Hoi An, Quang Nam). The study used a qualitative method combined with secondary data. Semi-structured interviews were conducted with twenty households, and in-depth interviews were conducted with five key subjects. The findings revealed that the uniqueness and diversity of Tra Que’s rural lifestyle contribute to the AWOL and its role in shaping the agritourism activities in the rural settings. The AWOL may emerge as a new theme to culminate agritourist attractions, stimulating the tourist influx to a particular destination. Future-ready destinations may adopt this emerging theme to intensify the destination marketing strategy.