Factors affecting the choice of river tourism itinerary in Ho Chi Minh city

Abstract

Ho Chi Minh City has more than 1000 km of river routes and canals suitable for river tourism services and has exploited 7 river tourism routes to meet the tourism demands of domestic and foreign tourists. This paper aims to identify the factors affecting the decision to choose river cruise itineraries in Ho Chi Minh City by doing a survey of 380 tourists to identify 5 independent variables (the attractiveness of destinations, river cruise itineraries, service costs, tourists’ trust, tourists’ satisfaction of services and experiences) and a dependent variable (demographics) having different effects on the decision to choose Saigon river tour, using 5-level Likert scale. It is analyzed by SPSS 22.0 software, evaluated by Cronbach's Alpha and tested exploratory factor analysis EFA to adjust accordingly. This study also proposes some complete solutions on suitable tourism programs for the choice of domestic and foreign tourists.