Nghiên cứu các yếu tố ảnh hưởng đến hành vi tiêu dùng sản phẩm du lịch của du khách trẻ (Khảo sát thực tế với sinh viên khoa du lịch - Trường Đại học Mở Hà Nội)

Abstract

Vietnam is a young population country, and the age group of 20 to 34 is the typical range for travelers. Among the young tourist market, the student group represents a significant segment. This article proposes a research model on the factors influencing the consumer behavior of tourism products among young student travelers, including two groups of factors: internal factors (travel preferences, motivations, travel attitudes, experiences) and external factors (availability and quality of products, price, advertising, convenience, reference groups). The results indicate the factors that influence the purchasing decision of tourism products among young student travelers (case study: students from Faculty of Tourism, Hanoi Open University), consisting of four factors in descending order: Price, Promotion, Reference groups, Preferences and Experiences.