FACTORS AFFECTING TOURISTS' PERCEIVED VALUE OF ECOTOURISM IN VIETNAM

In Vietnam, ecotourism is one of the types of tourism that is growing strongly and attracting domestic and foreign tourists and is evaluated as an effective solution to protect the environment. Customers' Perceived value is essential in creating an industry's success. Analyzing factors affecting customers' perceived value will help local strategic planners better understand customer behavior, thereby making strategies to retain existing customers and attract new customers. Keywords:  Perceived Value, Ecotourism, Influencing Factors.