Agritourism: cultural identity of the K’Ho Cil in their exploitation of green coffee cultivation off tourism development in Lac Duong town, Lac Duong district, Lam Dong province

These days, with the aspiration of proceeding the sustainable development in the agriculture sector or balance among three main factors consisting economy, environment and society in the growth of tourism, “agritourism” has been considered an optimal choice to such an area with advantageous geological features as Lac Duong town, Lam Dong province. Possessing a green coffee farm, the K’Ho Cil community has not only developed “agritourism” model based on agricultural activities (the process of cultivation, supervising, manufacturing), turning it into a part of experience tourism, but also expressed their cultural identity. Relying on conducting a research on how K’Ho Cil people, living in Lac Duong town, have been establishing and operating green farm model and green coffee which are supported by both modern and traditional techniques, thus effectively sold high- value agricultural products and re-created identity culture during the period of tourism’s development, the aim of this article is to propose a sustainable tourism structure based on “agritourism” model particularly in ethnic areas and generally in the whole country.