Factors influencing the ecotourism intention of tourists at U Minh Thuong National Park, Kien Giang Province

Abstract

The purpose of this study is to analyze the factors influencing the ecotourism intention of domestic tourists at U Minh Thuong National Park, Kien Giang Province. Data were collected from 157 domestic tourists using convenience and snowball sampling methods. The quantitative methods were used to analyze data, including descriptive statistics, scale reliability analysis, exploratory factor analysis, correlation analysis, and multiple linear regression analysis. The findings reveal four key factors that influence domestic tourists’ ecotourism intention at U Minh Thuong National Park: ecotourism destination image, tourists’ attitude toward ecotourism destination, ecotourism interest, and ecotourism motivation. The research results contribute to providing important information for local tourism authorities and stakeholders to understand the needs and intentions of tourists when visiting U Minh Thuong National Park, Kien Giang Province.