Factors affecting Tourist Experience Expectations: Evidence in the Central Highlands of 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 region. was conducted through a cross-sectional using purposeful sampling (n=200). Multivariable linear regression analysis techniques moderator applied prove proposed hypotheses. The results revealed that psychological factors, such as motivation perception, also identified important determinants expectations. Socio-cultural cultural values norms, found play role shaping expectations, while economic budget exchange rate, be critical determining Environmental climate environmental quality, have significant impact on findings this contribute our understanding influencing implications for tourism stakeholders