THE ATTRACTION OF CAN THO CITY, VIETNAM AS A TOURIST DESTINATION

Abstract

This study aims to demonstrate the influencing factors on the destination attractiveness of Can Tho City, Vietnam. From October 2022 to November 2022, the study collected data using a convenient sampling method, with a sample size of 268 tourists. A mixed-method research approach combining qualitative and quantitative research methods was employed to validate the research hypotheses. For qualitative research, a focus group discussion method was conducted to identify appropriate scales for the research model. For quantitative research, the following analytical methods were utilized: testing the reliability of the scales using Cronbach’s alpha coefficient, exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modeling (SEM). The research results indicate that the attraction of Can Tho City as a tourism destination depends on 08 factors, including the natural environment, local culture, local cuisine, recreational activities, infrastructure, service price, tourism promotion, and local residents. Among these, tourism promotion is the most significant and influential factor affecting the attraction of Can Tho City as a tourism destination.