FACTORS AFFECTING DOMESTIC TOURISTS’ INTENTION TO CHOOSE DONG VAN KARST PLATEAU – HA GIANG TOURIST ATTRACTION

Abstract

The research focuses on understanding the factors affecting domestic tourists’ intention to choose Dong Van Karst Plateau – Ha Giang tourist attraction. The factor model is built based on the theory of reasoned action model - TRA, the theory of planned behavior model - TPB and the tourism consumer behavior model of Engel, Kollat and Blackwell (1968).The research team conducted and received opinions from 478 Vietnamese tourists, including 277 people who have been to or intend to travel to Dong Van Karst Plateau - Ha Giang, in the near future. The number of valid votes included in the analysis of influencing factors is 256/277 votes. The collected data is then analyzed using the SMARTPLS method to test the influencing factors and influence levels. Research results show that at a 5% significance level, “Source of information” (NTT) has the strongest impact on domestic tourists’ intention to travel to Dong Van Karst Plateau, Ha Giang, with an impact level of 0.406.; Next is the factor “Perceived tourism capability” (NTKN), with an impact level of 0.351. The two factors, travel motivation (DCDL) and attraction image (HADD), are not statistically significant enough to conclude that they have an influence on tourists’ intention to choose the Dong Van Karst plateau – Ha Giang tourist attraction. With the results obtained, the research team exchanged and discussed ideas to develop tourism in Dong Van Karst Plateau, Ha Giang.