THE INTENTION TO CHOOSE HON SON TOURISM OF RESIDENTS IN RACH GIA CITY, KIEN GIANG PROVINCE

Abstract

Abstract: The paper employs exploratory factor analysis and binary logistic regression to identify the factors influencing the intention to choose Hon Son as a destination for residents in Rach Gia City, Kien Giang province. The study involved interviews with 130 residents of Rach Gia city. The results indicate that, after supplementation and adjustment, all measurement scales achieved reliability and acceptable values. Four factors influence the intention to choose Hon Son as a destination for Rach Gia residents, which include attitude and image, reference group, subjective norm, and perceived behavioral control. Among these, three independent variables namely attitude and image, reference group, and perceived behavioral control significantly influence the intention to choose Hon Son as a destination with a 1% level of significance. Based on the research findings, the authors propose several solutions to raise awareness among Rach Gia residents regarding the choice of Hon Son for tourism.

Keywords: Tourism; Hon Son; Rach Gia city; Intention to choose.