Nature-based tourism in the Mekong Delta in Vietnam: Insights from stakeholder perspectives

Nature-based tourism is increasingly positioned as a strategic avenue for sustainable development, particularly in climate-sensitive regions. In the Mekong Delta in Vietnam, a complex interplay of ecological richness, socio-cultural heritage, and conservation mandates defines the landscape of tourism potential. This study examines stakeholder perceptions of factors shaping tourism development across nine sites, including national parks, protected areas, and UNESCO-designated biosphere reserves in the Mekong Delta in Vietnam. Drawing on survey data from 764 tourists and 164 tourism business representatives, we identify and compare the priorities of these two actor groups. Through exploratory factor analysis and regression modeling, we highlight areas of convergence, such as the importance of technical facilities and infrastructure, and divergence, notably in the valuation of cultural resources, environmental sanitation, and staff service quality. Notably, tourists rated non-biosphere reserve areas higher in multiple domains, challenging assumptions about the experiential value of international conservation designations. The findings underscore the uneven geographies of investment, institutional capacity, and governance within the region's protected area system. We argue that nature-based destinations are co-produced socio-ecological assemblages whose development hinges not only on environmental assets but also on stakeholder alignment, infrastructural provision, and place-sensitive governance. The paper concludes with recommendations for enhancing service quality, participatory planning, and context-specific tourism strategies that bridge stakeholder priorities and support resilient, inclusive development in the Mekong Delta in Vietnam's protected landscapes.