FACTORS AFFECTING DESTINATION ATTRACTIVENESS OF DA NANG FOR DOMESTIC TOURISTS IN THE CONTEXT OF COVID-19

Abstract

SARS – COV 2 (COVID-19) by a new strain of spread from coronavirus (nCOV) had caused serious damage to the economy and especially the tourism industry. Tourist destinations are facing difficulties in attracting visitors. This study aims to determine the factors affecting the attractiveness of Danang’s tourist destinations in the context of COVID-19, in order to suggest some solutions to attract domestic tourists to Da Nang in the context of COVID-19. At the same time, orientation to improve the attractiveness of DaNang's tourist destination in the future. Quantitative research was used in SPSS 20.0 and SmartPLS 2.0. The results show that there are 06 factors affecting the attractiveness of Da Nang destination in the context of COVID-19 in descending order, including: (1) Natural attraction; (2) Cultural attractiveness; (3) Prices of products and services; (4) Activities, festivals, entertainment; (5) Infrastructure, facilities, security and safety; (6) Demand stimulus policy in the context of COVID-19. In addition, visitors' awareness of the COVID-19 context in Da Nang has increased the positive relationship between Danang destination attributes and the attractiveness of Danang destinations to domestic visitors in the context of COVID-19 pandemic.