Factors Affecting the Choice of Eco-Tourism Destinations by Hanoi Residents: A Case Study of Dong Do Lake - Soc Son

Dong Do Lake is an ecotourism destination exuding pristine beauty, enveloped by the lush greenery of nature. Beyond admiring the unspoiled landscapes, visitors to Dong Do Lake can engage in a multitude of captivating activities, including camping, boating, and indulging in BBQ feasts. In order to investigate the determinants of choosing Dong Do Lake ecotourism destination by Hanoi residents, the research team employed a quantitative research method based on data collected from a survey of 300 individuals, including 159 people who had previously visited Dong Do Lake for ecotourism purposes. The data was cleaned and processed using SMARTPLS software. The research results indicate that, with a 95% confidence level, the "Attitude towards the Dong Do Lake ecotourism destination" (ATT) has the strongest impact on the decision to choose Dong Do Lake ecotourism destination by Hanoi residents, with an impact level of 0.357. Next is the factor "Communication Strategy of the Dong Do Lake ecotourism destination" (CS) with an impact level of 0.249, followed by the factor "Travel Costs" (TC) with an impact level of 0.225, and the factor "Reference Group" (RG) with an impact level of 0.196. Based on the analysis results, the research team provides some discussion points to promote the decision to choose Dong Do Lake ecotourism destination for both people in general and Hanoi people in particular