Factors influencing the decision to choose a tourist destination: From the practical experience of Do Son tourist area, Hai Phong City, Vietnam

Abstract

In the context of increasing competition among tourist destinations, understanding the factors influencing tourists' destination choices is crucial for sustainable tourism development. This article aims to analyze the factors affecting tourists' destination choices in the Do Son tourist area, Hai Phong city. Based on a synthesis of theories on tourism behavior and destination image, the study constructs a model including factors such as tourism resources, infrastructure, service prices, destination image, and promotional activities. The research results show that these factors all have a positive influence on tourists' destination choices, with destination image and service quality playing a prominent role. The study contributes practical evidence to support tourism management and development in the Do Son tourist area, and also offers some implications for enhancing the attractiveness and competitiveness of the destination in the current tourism development context.