Factors affecting domestic tourists’ return intentions in Phan Thiet City

Abstract

The project's objective is to study the influencing factors and the degree of impact of those factors on the intention to return domestic tourists to Phan Thiet City. Specifically, This study aims to delve into the aspects of Phan Thiet's tourism, exploring the factors, including (1) the Natural Environment, (2) Social Culture, (3) Entertainment, (4) eWOM, (5) Reasonable Price, (5) Infrastructure, and (7) Local Cuisine, that affect the intention of domestic tourism to return to PhanThiet City. Phan Thiet City is one of the developing cities in the tourism industry. This research will comprehensively understand Phan Thiet City tourism, encouraging local community involvement and improving the overall tourism experience in Phan Thiet City. During our study, the team research aim to highlight the unique charm Phan Thiet offers, both domestic. By understanding the formality of the tourism industry, the team study aim to contribute to the development and responsibility of Phan Thiet as a destination, ensuring that the city's appeal will endure for generations to future generations. The research is "Factors Affecting Domestic Tourists's return Intention in Phan Thiet City". In particular, the research sample included in the analysis n = 300 observations, and the research scales were evaluated using Cronbach's Alpha reliability coefficient and EFA analysis, all of which met the requirements. After the regression analysis process, there are 7/7 significant factors in the model affecting the return intention of domestic tourists in Phan Thiet city, ranked in descending order of influence as follows: Entertainment, Reasonable price, Social Cuisine, Natural Environment, eWOM, Infrastructure and finally Local Cuisine. Accordingly, the group discussion method has supplemented and adjusted the scale of qualitative research results with 33 observed variables in 08 scales. According to the research results, based on the magnitude of the standardized Beta coefficient to determine the influence of the factors, it can be seen that the factors of Entertainment have the most significant impact on the intention to return. The final chapter will propose management implications, limitations and future research directions