Factors influencing domestic tourists’ decision to choose Binh Lieu as a destination

Abstract

Binh Lieu is a potential tourism destination with abundant resources and a diverse culture, suitable for the development of cultural, community, ecological, and resort tourism. This study aims to examine the factors influencing the decision of domestic tourists when choosing Binh Lieu as a travel destination. The survey collected 438 responses from domestic tourists visiting tourist attractions in Binh Lieu. Data analysis methods such as descriptive statistics, Cronbach’s Alpha reliability test, exploratory factor analysis (EFA), and linear regression analysis were used. The results indicated that there are six factors influencing domestic tourists' decision to choose Binh Lieu as a destination, ranked by importance as follows: (1) destination image, (2) travel motivation, (3) perception of the tourism destination, (4) reference groups, (5) media, and (6) tour prices. Based on these findings, the authors propose several policy implications to encourage tourists to choose Binh Lieu as their travel destination in the future.