Research on World Agricultural Economy

This study employs a discrete choice experiment (DCE) to examine tourists’preferences for rural tourism in Northern Vietnam, with a focus on key attributes including activity type, accommodation, price, cultural immersion, and sustainability. Data were collected from 953 tourists across three emerging rural tourism provinces, providing a comprehensive perspective on both domestic and international market segments. The results indicate that activity type—particularly trekking and cultural tours—and accommodation style, especially homestays and traditional ethnic minority houses, are the most influential factors shaping tourist decision‑making. While price sensitivity remains evident, especially among domestic and first-time visitors, the analysis reveals that many tourists are willing to pay premiums for authentic, high‑quality experiences that offer deeper engagement with the local context. Cultural immersion emerges as a particularly strong driver of preferences, highlighting the growing demand for meaningful interactions with local traditions, heritage, and lifestyles. Sustainability, although secondary compared to other attributes, is still valued by tourists and plays an important complementary role in shaping choices, especially for environmentally conscious travelers. These findings suggest that rural tourism providers should emphasize authentic cultural experiences, adventure‑based activities, and visible sustainable practices to effectively respond to diverse tourist expectations. The research offers practical implications for sustainable rural tourism development, product design, and strategic market positioning in emerging destinations.