Research on the Intention to Choose a Homestay as an Accommodation When Traveling in Ham Tien, Mui Ne

Abstract

The study aims to identify factors affecting the intention to choose a homestay as an accommodation when traveling in Ham Tien, Mui Ne. The explorary factor analysí model is applied based on data collected from 250 tourists who intend to choose a homestay as an accommodation,. The study’s results  show that there are five factors that influence homestay intentions, with the strongest to lowest impact levels as follows: (1) tangible media (HH), (2) social influence, (3) local culture (VH), (4) interest motivation (DC), and (5) price (GC).