Destination attractiveness index for ecotourism and comparison between two cases in the Mekong Delta region of southern Vietnam

Abstract

In the face of growing competition within the ecotourism industry, this study aims to identify the attributes that contribute to the attractiveness of ecotourism destinations and to develop an index of destination attractiveness for ecotourism (IDA) using a data-driven weight approach. A rigorous scale development procedure, with a total sample size of 1455 observations, was followed to modify and validate the IDA. The results confirmed that IDA is a multidimensional construct with six main dimensions (attractions, accessibility, amenities, destination image, destination quality, and ancillary services). The IDA was used to benchmark two typical ecotourism destinations in the Mekong Delta region: Bac Lieu and Dong Thap. The relative IDA score can assess an ecotourism destination's attractiveness level and is comparable between destinations. Furthermore, the score of each component in the IDA can indicate the destination's major weaknesses. Thus, the IDA will support various stakeholders in developing strategies for improvement.