RESEARCH OF FACTORS AFFECTING DOMESTIC TOURISTS’ DESTINATION CHOICE DECISION OF DONG THAP DESTINATION

Abstract

Dong Thap is considered a destination that fully meets the necessary and sufficient conditions for the development of various types of tourism. Therefore, determining the factors affecting the decision of domestic tourists to choose a tourist destination plays a very important role for Dong Thap province, as it provides a clearer view of what domestic tourists are looking for in destinations and has practical significance in developing tourist attraction strategies of Dong Thap province. This study was conducted to determine the factors affecting the decision to choose Dong Thap tourist destination for domestic tourists. To conduct this study, with a convenient sampling method, the author conducted a direct survey of 385 domestic tourists visiting Dong Thap tourist sites. At the same time, the author also used data analysis methods, namely, descriptive statistics, Cronbach's Alpha reliability test, EFA exploratory factor analysis, correlation analysis and multiple regression. Research results have shown the factors affecting the decision to choose Dong Thap tourist destination of domestic tourists, including (1) Good Price, (2) Destination Image, (3) Attractive destination, (4) Intrinsic motivation. In particular, the factor the good price has the strongest impact on the domestic travel decision of tourists. On the basis of the results, the authors propose solutions: (1) Designing the price for the products provided appropriately; (2) Building a positive destination image; (3) Enhancing the attractiveness of the destination; and (4) Enhancing the tourist motivation of tourists. The solutions proposed by the author are to attract domestic tourists to participate in tourism and strongly develop tourism in Dong Thap province in the coming time.