Youth preferences toward agro-ecotourism in the peri-urban: insights from Hanoi, Vietnam

Agro-ecotourism (AET) has emerged as a sustainable alternative to conventional tourism, integrating ecological conservation with rural development. This study examines youth preferences toward AET in Hanoi’s peri-urban areas through a binary logistic regression model grounded in random utility theory. Utilizing primary data from 288 university students aged 18-23, the analysis identifies key determinants influencing willingness to participate in AET, including income, tour interpretation quality, accommodation standards, experiential farming activities, local cuisine, and cultural immersion. Marginal willingness to pay (MWTP) estimates indicate that informative tour guidance and comfortable lodging are most highly valued by youth, while cultural attributes, though significant, are relatively less prioritized. Gender and income further mediate perceptions of AET’s developmental role, particularly regarding commercialization risks and cultural preservation. The findings advance theoretical insights into youth consumer behavior within sustainable tourism and offer practical implications for designing youth-oriented, experience-rich agro-ecotourism products. The study highlights the strategic role of youth in shaping future directions for sustainable rural tourism.