ASSESSING FACTORS ATTRACTING DOMESTIC TOURISTS TO THE DEMILITARIZED ZONE (DMZ) IN QUANG TRI PROVINCE

Abstract

The purpose of this article is to explore the key factors that attract domestic tourists to the demilitarized zone (DMZ) area in Quang Tri. To achieve this goal, the author developed a theoretical model based on a synthesis of reliable sources and conducted a survey of tourists' opinions through an online questionnaire. The collected data was analyzed using SmartPLS3 software to test the hypotheses and model. The results show that factors such as accessibility (ASB) and amenities (AME) positively influence tourists' motivations, while accommodation (AMD), attractions (ATT), and marketing strategies (MAR) have the opposite effect. Notably, tourism motivation strongly impacts the decision to visit the demilitarized zone in Quang Tri. This study emphasizes the importance of investing in infrastructure and public amenities to enhance accessibility and convenience for tourists. Additionally, the system of war relics serves as invaluable heritage, helping tourists learn about history, express gratitude, and commemorate. This suggests that local tourism managers should focus on improving these factors to attract more tourists in the future.