Factors affecting international tourists' perception of Da Nang city's tourism destination image

Abstract

Using econometric models, this study quantifies the factors that affect international tourists' perceptions of the tourist destination image of Da Nang city. Estimated results using the OLS method with adjustment for heteroskedasticity show that demographic characteristics such as occupation, gender, age, nationality, forms of tourism, and methods of collecting information have an impact on tourists' perceptions of the image of Da Nang tourist destination. Other factors including visitors’perception and personal safety, political stability, hours of sunshine and beaches, cultural and historical heritage, reasonable price, the friendliness and hospitality of local people, language convenience, nightlife and entertainment are those that have an influence on international tourists' perception of Da Nang city's tourist destination image. Based on the above results, this study proposes important policy implications to raise international tourists' awareness of Da Nang city's tourist destination image in the coming time.