DESIGNING A COLLABORATIVE LOCAL FOOD SUPPLY CHAIN MODEL FOR SUSTAINABLE TOURISM: BRIDGING INSTITUTIONAL AND RELATIONAL GAPS

Abstract

Amidst Vietnam's strategic push towards sustainable tourism, integrating local food into the tourism supply chain emerges as a pivotal strategy for enhancing visitor experiences and bolstering community livelihoods. This study utilizes a mixed-methods approach, combining a survey of 150 tourists with in-depth interviews with 10 key stakeholders from restaurants and local suppliers in Cua Lo (Nghe An), to examine the disparity between market expectations and the supply chain's operational capacity. Findings reveal that while tourists highly appreciate local food for its quality and authenticity and articulate a strong demand for traceability, the existing supply chain remains fragmented. It is characterized by poor information flow, low stakeholder trust, and inadequate logistics. Consequently, this research proposes a voluntary, cooperative pilot model, titled "From Farm/Sea to Table," designed to overcome systemic bottlenecks, fortify supply-demand linkages, and foster value co-creation within the local tourism ecosystem. The study concludes by drawing theoretical and practical implications to guide the model's implementation and replication within the unique context of Vietnam.