Factors Affecting Ecotourism Travel Intention: A Case Study Of Phu Yen Province

Abstract

The purpose of this study is to identify factors affecting ecotourism travel intentions in Phu Yen province. This research mainly used quantitative methods to investigate, including many statistical tests from Reliability analysis (Cronbach’s alpha), EFA, CFA and conducting the final model by the Structural Equation Model (SEM). Moreover, the sample size was 256 respondents who have travel intentions in the future were collected based on a set of measurement scales adapted from previous research. The result finding can be used for recommendation in developing ecotourism in Phu Yen that (1) environmental beliefs play an important role in motivate and attract potential visitor to join ecotourism activities; (2) Destination image should be preserved as a place with diverse ecological and well natural reservation environment; (3) the power of electronic word of mouth should be utilized to raise the awareness among potential travelers. Based on the result, further suggestions for local government and business will be taken into account