Research on Domestic Tourists’ Intention to Return to Phan Thiet City

Abstract

The objective of this research was to identify factors influencing domestic visitors’ intention to return to Phan Thiet City. The study surveyed 250 domestic travelers and applied an exploratory factor analysis model. The research results indicate six factors affecting the intention of domestic tourists to return when coming to Phan Thiet City. The impact level, in order from highest to lowest, is as follows: (1) Destination image; (2) local cuisine, (3) entertainment services; (4) natural environment; (5) price; and (6) infrastructure. Based on the research results, the authors proposed some implications for improving the ability to attract domestic tourists back to Phan Thiet in the future.