Pull factors influencing tourist perception in rural tourism: The case study of Ca Mau province, Viet Nam

Abstract

This quantitative study identifie factors
affecting tourist perception in the context of rural
tourism in Ca Mau province – the southernmost
province of Vietnam, belonging to the Mekong
Delta. In which, local culture, infrastructure and
marketing communication has positive relation with
tourist perception, while services & entertainment
has negative relation. The research produced 400
structured questionnaires to collect data on these
factors in Ca Mau, and found that there is a
significant influence on tourist perception in rural
tourism sector, which 58% changing in tourist
perception is explained by the independent
variables. The regression equation is set as:
Y = 1.423 + 0.343X1 – 0.082X2 + 0.273X3 +
0.189X4
(Y= Tourist Perception; X1= Local Culture; X2=
Services & Entertainment;
X3= Infrastructure; X4= Marketing
communication)