Barrier factors affecting the intention to return of domestic tourists in Phu Quoc city, Kien Giang province

Abstract

Phu Quoc is currently one of the tourist destinations that are being strongly invested in and exploited by Vietnam but in order for the tourism industry in Phu Quoc to develop sustainably and successfully like other coastal cities. such as Da Nang, Nha Trang, Vung Tau, etc., it is necessary to bring back tourists, especially domestic tourists (an important source of visitors during the Covid19 period). The study was conducted to find out the barrier factors that are affecting the return of domestic tourists in Phu Quoc. The discovery of barriers that have an impact on reducing the intention to return is a good foundation for local authorities and businesses operating in the tourism sector in Phu Quoc to have a basis for determining the right direction of development for Phu Quoc city. Five factors were identified: Weather, Psychological Barrier (PB), Cost Barrier (CB), Mobility Inconvenience Barrier (MIB), and Unsatisfactory Experience Barrier (UEB). The survey was conducted on Google Forms, conducted in 1 month and obtained 240 valid samples. The author analyzed the reliability of the scale through Cronbach Alpha's coefficient, exploratory factor analysis EFA and logistic regression analysis using SPSS software. The results show that the weather factor produces two virtual variables that have the greatest influence on the return intention of domestic tourists. With the research results, the author has the basis to propose appropriate solutions for the authorities and businesses in Phu Quoc that can improve the enhancement of tourists to increase the intention of returning domestic tourists.