Agrotourism and fast urbanisation: The double pressure of development on peri‐urban agriculture in Hôi An, a small city of central Vietnam

Agrotourism in Vietnam has been identified as one of the strategies used to achieve green growth and countryside modernisation, and it is often included as part of the national and local agenda. In this paper, we examine agrotourism in a village in the periphery of Hội An city (an international tourism hub in central Vietnam) to question tourism's interaction with ongoing development processes. More specifically, we aim to understand the impact of fast peri‐urbanisation on agrotourism and the impacts of agrotourism on people's daily lives, specifically when it comes to physical changes in their living environment, tensions in their social life and their concerns about the future. Our analysis is supported with data generated from interviews with farmers, local officials, tourism workers and tourists. We find that agrotourism products lacked authenticity and farming was not of great interest for tourists, yet the state's investment in the village tended to favour spaces and infrastructure that could attract more tourists and generate profit, to the detriment of cultural infrastructure. Land speculation and an unequal distribution of income were the main tensions in the village along with farmers' concerns about their rural heritage, income diversification and environmental quality. As such, agrotourism in the village has been driven by rapid urbanisation and mass tourism, creating a competition between a consumption activity and a productive activity. Those are important parameters that future policymakers need to take into consideration in order to sustain the city's food production and tourism.