INFLUENCE OF MACRO ENVIRONMENT ON TOURISM VALUE CHAIN IN VIETNAM: CASE OF DAKLAK PROVINCE

The main aim of this research is to clarify the macro – environment factors that stimulate the visit intention and purchase intention of tourists. To reach the end this research applied the quantitative approach by the data collected from a questionnaire survey. There are 288 valid questionnaires that are collected from tourists who visit Daklak province – in the Central highlands of Vietnam. The authors tested the proposed hypothesis by SPSS software. The results showed that the economic, infrastructure, integration, politics have positive effects on both tourists’ visit intention and product purchase intention. Moreover, the resource has positive influences on tourists’ visit intention but do not has effect on purchase intention.