FACTORS INFLUENCING DESTINATION CHOICE TO HUE CITY OF TOURISTS FROM DA NANG

Abstract

Consumer behaviour has been a common and important research area which contributes to the development of many tourism destinations. Destination choice is one of the topics of consumer behaviours studied widely by many authors in the tourism field. This study employed Exploratory Factor Analysis to find out key factors affecting Danang tourists in choosing Hue as their destination to visit. A total of 150 Danang tourists were interviewed by using self-report questionnaires with a convenience sampling. The findings showed that 6 factoral sets affected these tourists in choosing Hue as their destination, including inspiration, communication, trip motivation, destination attitudes, symbolic images, and trip characteristics. Some solutions are put forward to impact on these factors in order to attract more Danang tourists to Hue.