¹Than Thi Hanh,²Nguyen Van Dung

¹Foreign Trade University, Vietnam

²National Academy of Public Administration, Vietnam

This study examinesthe factors affecting tourist experience expectations in the Central Highlands of Vietnam. A survey questionnaire and focus group discussion were used to gather data from tourists visiting the region. This study was conducted through a cross-sectional survey using purposeful sampling (n=200). Multivariable linear regression analysis techniques and moderator regression were applied to prove the proposed hypotheses. The results of the study revealed that psychological factors, such as motivation and perception, were also identified as important determinants of experience expectations. Socio-cultural factors, such as cultural values and norms, were found to play a role in shaping experience expectations, while economic factors, such as budget and exchange rate, were found to be critical in determining experience expectations. Environmental factors, such as climate and environmental quality, were also found to have a significant impact on experience expectations. The findings of this study contribute to our understanding of the factors influencing tourist experience expectations and have implications for tourism stakeholders in the Central Highlands of Vietnam.

psychological; socio-cultural; economic; environmental; tourist; experience; expectations; highlands, Vietnam

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