Factors Affecting Tourists' Decisions to Participate in Agro-tourism Activities in Da Lat City, Lam Dong Province

This study investigates the factors affecting tourists' decisions to participate in agro-tourism activities when visiting Da Lat City, Lam Dong Province. The research model was developed based on previous studies and the “Agro-tourism Destination” criteria issued by the Lam Dong Provincial People's Committee. The findings indicate that five key factors significantly influence tourists' decisions, including: (1) experiential services; (2) service quality; (3) product display areas; (4) food and beverage services; and (5) the scale of the agro-tourism site. Based on these findings, the study proposes several managerial implications to enhance the attractiveness and competitiveness of agro-tourism businesses in Da Lat City in particular and throughout Vietnam in general.