Factors Influencing the Development of Experiential Tourism in the Northern Mountainous Provinces of Vietnam: An Empirical Investigation in Bát Xát, Lào Cai Province

As travelers increasingly seek meaningful, immersive experiences, experiential tourism has gained prominence. This study examines the drivers of experiential tourism in Vietnam’s northern highlands through a case study of Bát Xát (Lào Cai). Anchored in the Resource-Based View, Stakeholder Theory, the Triple Bottom Line, and the Strategic Experiential Modules model, we analyze survey data from 303 domestic and international visitors engaged in exploratory activities. Hypotheses are tested using partial least squares structural equation modeling (PLS-SEM), with supplementary analyses conducted in SmartPLS 4. Results show that tourism resources, infrastructure, stakeholder engagement and collaboration, and visitor attitudes and behaviors all positively influence the sustainable development of experiential tourism in Bát Xát. Natural resource endowments exert the strongest effect (β = 0.370), while visitor attitudes and behaviors have a comparatively modest impact. The findings validate an integrative framework that captures diverse, interacting determinants of experiential tourism, a perspective underexplored in prior research, and offer actionable guidance for destination managers, policymakers, and tourism enterprises. Priorities include conserving core resources, upgrading infrastructure, and fostering inclusive, cross-sector stakeholder collaboration to advance sustainable experiential tourism in Bát Xát and similar mountainous regions.