2025, Vol. 7, Issue 1, Part D

author(s)
Nguyen Hung Anh, Truong Ngoc Tin, Do Ngoc Bich, Nguyen Thi Trang Nhung, Dang Xuan Phi, Nguyen Tat Thang, Ta Phuong Thuy and Nguyen Huyen Thuong

abstract
This study examines university students’ preferences for a proposed experiential ecotourism model at Vietnam National University of Agriculture (VNUA), utilizing a choice experiment (CE) design. The analysis focuses on how various service attributes influence decision-making and perceived institutional benefits. Based on a valid sample of 336 respondents, the findings reveal clear preferences for affordable transportation (e.g., shuttle carts, e-bikes), mid-level culinary offerings (3-4 specialty dishes per group), and interpretation by university students or faculty at points of interest within their disciplines. Popular experiential activities include beekeeping, mushroom cultivation, aquaculture, and pet care, highlighting the appeal of hands-on, knowledge-based tourism. Most respondents preferred daily tour prices under USD 12, with strong interest in science-branded souvenirs. The study also finds that such tourism experiences support broader institutional goals, including student recruitment, applied teaching, and campus branding. The insights suggest that structured, tiered ecotourism models can enhance both learning and outreach within higher education. The approach provides a horizontal scaling for universities seeking to integrate sustainability, education, and visitor engagement through campus-based tourism.