Factors Influencing Domestic Tourists’ Destination Choice in Xuan Huong – Da Lat Ward

Abstract

This study aims to identify the factors influencing domestic tourists’ destination choice in Xuan Huong – Da Lat Ward. Data were collected from 319 valid survey questionnaires during the first six months of 2025. Analyses using Cronbach’s Alpha, EFA, correlation, and multiple linear regression confirmed that the research model is reliable and appropriate. The findings reveal that travel motivation is the most influential factor, followed by destination attributes, travel costs, and destination information. The study contributes to the theoretical foundation and provides managerial implications to enhance destination attractiveness and support the development of sustainable tourism strategies.