Factors influencing tourists' decision - making on choosing Ninh Binh province as an ecotourism destination

Abstract

Purpose – One of the key elements influencing visitors' consumer behavior is the decision to choose a travel destination. Ecotourism has slowly gained popularity among travelers in recent years. The article has highlighted the following criteria to provide appropriate recommendations and policies that enhance the decision of tourists to choose ecotourism sites and meet the needs of sustainable development of the tourism sector. Design/methodology/approach – This study applies a convenient sampling method and synthesizes 200 survey samples from domestic tourists who are having or visited, stayed, and experienced ecotourism sites in Ninh Binh province. Analysis was carried out using IBM SPSS statistics 25.0 software. Findings – According to quantitative results utilizing multivariate regression analysis, travelers who have visited Ninh Binh are influenced by the place's image, travel barrier, environmental concern, communication, and tourist attitude when choosing a tourist location. Originality/value – The findings imply that the policy requires us to consider environmental issues or elements that influence the views of tourists.