ASSESSING THE ROLE OF FACTORS AFFECTING THE DESTINATION CHOICE OF DOMESTIC TOURISM (CASE STUDY OF HO CHI MINH CITY)

Abstract

The research objective of the article is to determine the role of each factor affecting the decision to choose Ho Chi Minh City of domestic tourists, thereby proposing solutions to attract domestic tourists to the city in order of preference. To achieve the above goal, Exploratory Factor Analysis (EFA) and regression methods were used to determine the importance of each factor. From the model, 7 groups of factors including (1) accessibility to the destination, (2) human resources, (3) tourism resources, (4) entertainment and relaxation services, (5) security – environment situation, (6) travel motives, and (7) destination information were proposed. The research results show that the factors affecting the decision to choose Ho Chi Minh City of domestic tourists were only 3 groups of factors, namely, accessibility to the destination, travel resources, entertainment and relaxation services. The results of this study are not only applicable to the destination of Ho Chi Minh City, but also to other destinations with similar characteristics throughout the country.