FACTORS AFFECTING THE DESTINATION CHOICE OF DOMESTIC TOURISTS TO HANOI
Authors/Creators
- 1. PhD, Associate Professor, University of Labour and Social Affairs.
- 2. MBA, Vietnam Women's Academy.
- 3. University of Labour and Social Affairs.
Description
Abstract
In order to investigate the factors influencing domestic tourists’ decision to choose Hanoi as a destination, the research team surveyed 294 tourists visiting Hanoi and processed the collected survey data using SMARTPLS software. The research findings indicate that among the seven factors examined, six have statistically significant effects while one does not reach statistical significance to draw a conclusion. Notably, the factor Travel Cost (CP) exerts the strongest influence on domestic tourists’ decision to choose Hanoi as a destination, with an effect size of 0.241; followed by Destination Image (HA) and Perceived Information (NT), with effect sizes of 0.201 and 0.169, respectively. Meanwhile, the factor Tourists’ Previous Experience (TN) does not show sufficient statistical significance to conclude its effect on the decision to choose Hanoi as a destination. Based on the analysis results, the research team proposes several solutions to attract tourists to choose Hanoi as their destination.