An investigation of factors influencing tourists' decision in choosing tour destination provided by travel agencies in HCM city
Abstract
This research was conducted to examine the tourists‟ decision in choosing tor destination in Ho Chi Minh City through multiple factors. The result from this research would provide the view of tourists on tour destination provided by travel agencies in Ho Chi Minh City and as a result would suggest some new ideas and development so that the travel agencies would create attractive and interesting tour plans for domestic as well as foreign tourists. The quantitative method was applied for the purpose of the research. Questionnaire surveys were delivered to 130 tourists who have the background of using travel agency service in Ho Chi Minh City before. Information and responses on 39 questions of seven different aspects were then taken into measurement based on Likert five-point scale, which 1 = “strongly disagree” – 5 = “strongly agree”. SPSS software with different statistical techniques was applied to analyze comprehensively the reliability, validity and the result of this research. From the outcome from SPSS analysis, the research figured out four factors that have significant and positive influence on tourists‟ decision in choosing tour destination provided by travel agencies in Ho Chi Minh City. The four factors include: Safety, Security and Sanitation – Desire for Experience – Natural environment and Local specialties and Local traditions. Although some limitations may occur, the research gave some recommendations for the agencies as well as tourism strategists in Vietnam in the hope to contribute to a prosperous and successful tourism industry in the near future.