Du lịch hiện được coi là ngành kinh tế mũi nhọn của nước ta, những năm gần đây du lịch đã đóng góp rất lớn vào thu nhập trong nước. Đặc biệt, du lịch đảo Phú Quý, tỉnh Bình Thuận ngày càng được du khách trong nước lựa chọn. Mục tiêu của bài viết này là xác định các yếu tố ảnh hưởng đến việc lựa chọn điểm đến của du khách nội địa tại Phú Quý. Nghiên cứu sử dụng phương pháp nghiên cứu định tính về thực trạng du lịch đảo Phú Quý và phương pháp nghiên cứu định lượng thông qua khảo sát 121 du khách nội địa đã từng du lịch tại Phú Quý về các yếu tố bao gồm động cơ du lịch, hình ảnh điểm đến, chi phí, cơ sở hạ tầng và đặc điểm tự nhiên. Kết quả của bài nghiên cứu cho thấy hình ảnh điểm đến, chi phí và cơ sở hạ tầng là những yếu tố ảnh hưởng đến sự lựa chọn điểm đến Phú Quý của du khách nội địa. Cuối cùng, nghiên cứu đánh giá hiện trạng phát triển du lịch tại đây và đề xuất một số khuyến nghị nhằm giúp các nhà quản lý điểm đến hoạch định chiến lược thu hút khách du lịch.
VIETNAM GENERAL CONFEDERATION OF LABOUR TON DUC THANG UNIVERSITY FACULTY OF SOCIAL SCIENCES AND HUMANITIES MAI NGUYEN KHANH NGHI FACTORS AFFECTING DOMESTIC TOURISTS' DESTINATION CHOICE: A CASE OF PHU QUY ISLAND, BINH THUAN PROVINCE UNDERGRADUATE REPORT OF VIETNAMESE STUDIES MAJOR IN TOURISM AND TOURISM MANAGEMENT HO CHI MINH CITY, 2023 VIETNAM GENERAL CONFE DERATION OF LABOUR TON DUC THANG UNIVERSITY FACULTY OF SOCIAL SCIENCES AND HUMANITIES MAI NGUYEN KHANH NGHI – 318H0249 FACTORS AFFECTING DOMESTIC TOURISTS' DESTINATION CHOICE: A CASE OF PHU QUY ISLAND, BINH THUAN PROVINCE UNDERGRADUATE REPORT OF VIETNAMESE STUDIES MAJOR IN TOURISM AND TOURISM MANAGEMENT Advised by MSc Hoang Thi Van HO CHI MINH CITY, 2023 ACKNOWLEDGMENT I would like to thank the following people, without whom I would not have been ableto complete this report, and without whom I would not have made it through my undergraduate degree! First and foremost, I have to thank my research supervisors, MSc Hoang Thi Van Without his assistance and dedicated involvement in every step throughout the process, this paper would have never been accomplished I would like to thank you very much for your support and understanding over these past two months I would also like to show my gratitude to Ton Duc Thang University, Faculty of Social Sciences and Humanities and Department of Vietnamese Studies for letting me to be part of this incredible research and all the considerate guidance Besides, many thanks to all participants that took part in the study and enabled this research to be possible To conclude, I cannot forget to thank my parents for all the unconditional support in this very intense academic year This dissertation stands as a testament to your unconditional love and encouragement Ho Chi Minh City, … May, 2023 Author Mai Nguyen Khanh Nghi This report was carried out at Ton Duc Thang University Advisor: MSc Hoang Thi Van This report is defended at the Undergraduate Report Examination Committee was hold at Ton Duc Thang University on … /05/2023 Confirmation of the Chairman of the Undergraduate Report Examination Committee and the Dean of the faculty after receiving the modified report (if any) CHAIRMAN ………………………… DEAN OF FACULTY ……………………………… DECLARATION OF AUTHORSHIP I hereby declare that this report was carried out by myself under the guidance and supervision of MSc Hoang Thi Van; and that the work and the results contained in it are original and have not been submitted anywhere for anyprevious purposes The data and figures presented in this report are for analysis, comments, and evaluations from various resources by my own work and have been duly acknowledged in the reference part In addition, other comments, reviews and data used by other authors, and organizations have been acknowledged, and explicitly cited I will take full responsibility for any fraud detected in my report Ton Duc Thang University is unrelated to any copyright infringement caused on my work (if any) Ho Chi Minh City, … May, 2023 Author Mai Nguyen Khanh Nghi FACTORS AFFECTING DOMESTIC TOURISTS' DESTINATION CHOICE: A CASE OF PHU QUY ISLAND, BINH THUAN PROVINCE ABSTRACT Tourism is currently considered a key economic sector of our country, in recent years, tourism has made a great contribution to domestic income In particular, tourism in Phu Quy Island in Binh Thuan province is increasingly chosen by domestic tourists The objective of this research paper is to determine which factors influence the choice of destination of domestic tourists in Phu Quy The study uses qualitative research methods on the current tourism situation of Phu Quy Island and quantitative research methods by surveying 121 domestic tourists who have traveled in Phu Quy on factors including travel motivation, destination image, cost, infrastructure, and natural features The results of the research paper show that destination image, cost, and infrastructure are factors affecting the choice of Phu Quy destination of domestic visitors Finally, the study assesses the current state of tourism development here and proposes some recommendations to help destination managers devise strategies to attract tourists Keywords: Destination choice, Phu Quy island, Binh Thuan, Viet Nam, travel motives, destination image, cost, nature feature, infrastructure CONTENTS A INTRODUCTION 1 Research Background and Motivation Literature review 2.1 In the world 2.2 In Viet Nam Research objectives 3.1 General objectives 3.2 Specific objectives Research object, research scope 4.1 Research subjects 4.2 Research scope Research questions 10 Research hypothesis 10 Research method 11 7.1 Data collection 11 7.2 Quantitative research 12 7.3 Sampling collection 12 7.4 Designing questionnaire 12 7.4.1 Questionnaire structure 12 7.4.2 Determination of the scale 14 7.5 Methods for analyzing the data 16 Research contribution 16 8.1 Theoretical contribution 16 8.2 Practical contribution 16 Research framework 17 10 Research structure 17 B CONTENTS 18 CHAPTER 1: THEORETICAL BACKGROUND 18 1.1 Tourism 18 1.2 Tourists 18 1.3 Destinations 19 1.4 Factors in the Model 20 1.4.1 Travel motives 20 1.4.2 Destination images 20 1.4.3 Cost 21 1.4.4 Natural features 21 1.4.5 Infrastructure 21 CHAPTER 2: RESEARCH RESULTS 22 2.1 Overview of Phu Quy Island 22 2.1.1 Geographical location 22 2.1.2 Climate 22 2.2 Current situation of tourism on Phu Quy Island 22 2.2.1 Tourism resources 22 2.2.2 Number of visitors 23 2.2.3 Facilities 24 2.2.4 Tourism products 24 2.3 Research results 25 2.3.1 Descriptive statistic 25 2.3.1.1 Gender 26 2.3.1.2 Age 27 2.3.1.3 Education 27 2.3.1.4 Occupation 27 2.3.1.5 Income 27 2.3.2 Scale reliability testing 28 2.3.2.1 Results of Cronbach's Alpha analysis of independent variables 28 2.3.2.2 Results of analysis Cronbach's Alpha analysis of dependent variables 30 2.3.3 Exploratory factor analysis (EFA) 31 2.3.3.1 Exploratory factor analysis independent variables 31 2.3.3.2 Exploratory factor analysis of dependent variables 32 2.3.4 Model testing 33 2.3.4.1 Correlation analysis 33 2.3.4.2 Regression analysis 34 2.3.4.3 The test violates the assumption of a normal distribution of the residual 35 2.3.5 Test for violation of linear contact between a dependent variable and independent variable 38 2.3.6 Hypothesis testing 38 2.3.6.1 Travel motives 39 2.3.6.2 Destination images 40 2.3.6.3 Cost 40 2.3.6.4 Natural features 41 2.3.6.5 Infrastructure 41 2.3.7 T- Test analysis 41 2.3.8 One–Way ANOVA 42 CHAPTER 3: IMPLICATIONS 45 3.1 Solution for factors affecting 45 3.1.1 Enhance destination images 45 3.1.2 Cost of the trip 45 3.1.3 Infrastructure 46 3.2 Recommendations for local governments 46 3.3 Recommendations for businesses 47 3.4 Recommendations for visitors 47 CONCLUSION 48 APPENDIX 53 55 Mức độ đồng ý Động du lịch 1 Tôi du lịch để nghỉ ngơi, thư giãn Tôi du lịch để gần gũi với thiên nhiên 3 Tôi du lịch để trải nghiệm Tôi du lịch để thăm người thân, bạn bè Hình ảnh điểm đến 1 Người dân đảo Phú Quý thân thiện 2 Ẩm thực Phú Quý phong phú đa dạng 3 Phú Quý điểm đến an toàn du khách 4 Chất lượng dịch vụ Phú Q tốt 1010 Chi phí Hồn tồn đồng ý Đồng ý Bình thường đồng ý Đồng ý Hồn tồn không < -> 56 1 Chi phí chuyến phù hợp với điều kiện tài tơi 2 Chi phí chuyến tương xứng với trải nghiệm 3 Giá dịch vụ điểm đến hợp lý 4 Giá cạnh tranh với điểm du lịch khác 1111 Đặc điểm tự nhiên 1 Cảnh quang Phú Quý hoang sơ yên bình 2 Khơng khí Phú Q lành mát mẻ 3 Bãi biển Phú Quý xanh 4 Môi trường Phú Quý không bị ô nhiễm 1212 Cơ sở hạ tầng 1 Chất lượng lưu trú nhà hàng Phú Quý tốt 2 Giao thông Phú quý thuận tiện cho việc lại 3 Phú Q có đầy đủ hệ thống tiện ích 4 Dịch vụ thông tin liên lạc Phú 57 Quý phát triển ( sóng điện thoại, đường truyền internet, wifi…) 1313 Quyết định du lịch Phú Quý 1.1 Tôi quay trở lại Phú Quý tương lai 2 Tôi giới thiệu Phú Quý đến người thân, bạn bè 3 Tơi thích Phú Q điểm du lịch khác RESULTS OBTAINED FROM PROCESSING SPSS Descriptive statistics Giới Tính Cumulative Frequency Valid Percent Valid Percent Percent Nam 52 43,0 43,0 43,0 Nữ 69 57,0 57,0 100,0 121 100,0 100,0 Total Độ Tuổi Cumulative Frequency Valid Percent Valid Percent Percent Từ 18 tuổi - 27 tuổi 85 70,2 70,2 70,2 Từ 28 tuổi - 37 tuổi 22 18,2 18,2 88,4 Từ 38 tuổi - 47 tuổi 12 9,9 9,9 98,3 1,7 1,7 100,0 121 100,0 100,0 Từ 48 tuổi trở lên Total 58 Trình độ học vấn Cumulative Frequency Valid Trung học sở Percent Valid Percent Percent ,8 ,8 ,8 Trung học phổ thông 15 12,4 12,4 13,2 Trung cấp – cao đẳng 26 21,5 21,5 34,7 Đại học 69 57,0 57,0 91,7 Sau đại học 10 8,3 8,3 100,0 121 100,0 100,0 Total Nghề nghiệp Cumulative Frequency Valid Nhân viên văn phòng Percent Valid Percent Percent 40 33,1 33,1 33,1 5,8 5,8 38,8 Nhân viên công chức 13 10,7 10,7 49,6 Kinh doanh tự 30 24,8 24,8 74,4 Học sinh – sinh viên 30 24,8 24,8 99,2 khác ,8 ,8 100,0 Total 121 100,0 100,0 Công nhân Thu nhập Cumulative Frequency Valid Percent Valid Percent Percent Dưới triệu 25 20,7 20,7 20,7 Từ triệu đến 10 triệu 64 52,9 52,9 73,6 Từ 10 triệu đến 15 triệu 22 18,2 18,2 91,7 Từ 15 triệu trở lên 10 8,3 8,3 100,0 121 100,0 100,0 Total 59 CronBach’s Alpha Analysis 1st Travel Motivation Scale Reliability Statistics Cronbach's Alpha N of Items ,730 Item-Total Statistics Cronbach's Scale Mean if Scale Variance Corrected Item- Alpha if Item Item Deleted if Item Deleted Total Correlation Deleted MO1 12,01 4,642 ,707 ,578 MO2 12,00 4,983 ,626 ,626 MO3 12,12 4,426 ,649 ,594 MO4 13,50 4,835 ,265 ,870 2nd Travel Motivation Scale Reliability Statistics Cronbach's Alpha N of Items ,870 Item-Total Statistics Cronbach's Scale Mean if Scale Variance Corrected Item- Alpha if Item Item Deleted if Item Deleted Total Correlation Deleted MO1 8,97 2,216 ,838 ,740 MO2 8,96 2,540 ,703 ,861 MO3 9,08 2,110 ,731 ,846 Destination image Scale Reliability Statistics Cronbach's Alpha N of Items ,910 60 Item-Total Statistics Cronbach's Scale Mean if Scale Variance Corrected Item- Alpha if Item Item Deleted if Item Deleted Total Correlation Deleted DI1 12,41 4,494 ,870 ,859 DI2 12,52 4,468 ,747 ,904 DI3 12,44 4,532 ,853 ,865 DI4 12,54 4,734 ,730 ,907 Cost of trip Scale Reliability Statistics Cronbach's Alpha N of Items ,921 Item-Total Statistics Cronbach's Scale Mean if Scale Variance Corrected Item- Alpha if Item Item Deleted if Item Deleted Total Correlation Deleted CO1 11,83 6,845 ,835 ,891 CO2 11,87 7,166 ,818 ,897 CO3 11,93 6,829 ,858 ,883 CO4 12,17 7,095 ,760 ,917 Natural Features Scale Reliability Statistics Cronbach's Alpha N of Items ,947 Item-Total Statistics Cronbach's Scale Mean if Scale Variance Corrected Item- Alpha if Item Item Deleted if Item Deleted Total Correlation Deleted N1 13,02 5,308 ,871 ,932 N2 13,00 5,150 ,861 ,936 N3 13,02 5,208 ,891 ,925 N4 13,07 5,479 ,873 ,932 61 Infrastructure Scale Reliability Statistics Cronbach's Alpha N of Items ,786 Item-Total Statistics Cronbach's Scale Mean if Scale Variance Corrected Item- Alpha if Item Item Deleted if Item Deleted Total Correlation Deleted INF1 11,11 3,747 ,632 ,716 INF2 10,86 3,822 ,580 ,741 INF3 11,63 3,336 ,586 ,746 INF4 10,91 3,933 ,596 ,735 Destination choice Scale Reliability Statistics Cronbach's Alpha N of Items ,767 Item-Total Statistics Cronbach's Scale Mean if Scale Variance Corrected Item- Alpha if Item Item Deleted if Item Deleted Total Correlation Deleted C1 7,08 1,193 ,758 ,510 C2 7,02 1,474 ,614 ,687 C3 7,50 1,219 ,482 ,859 Explotarory Factors Analysis KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square ,890 1870,171 df 171 Sig ,000 62 Total Variance Explained Extraction Sums of Squared Rotation Sums of Squared Loadings Loadings Initial Eigenvalues % of Cumulati ve % Total % of Cumulati % of Variance ve % Total Cumul Component Total Variance 9,320 49,052 49,052 9,320 49,052 49,052 3,491 18,372 18,372 1,900 9,999 59,051 1,900 9,999 59,051 3,229 16,995 35,367 1,525 8,024 67,075 1,525 8,024 67,075 3,057 16,087 51,455 1,225 6,449 73,524 1,225 6,449 73,524 2,673 14,071 65,525 1,007 5,302 78,826 1,007 5,302 78,826 2,527 13,301 78,826 ,727 3,829 82,655 ,535 2,817 85,472 ,472 2,482 87,954 ,396 2,086 90,040 10 ,358 1,886 91,925 11 ,287 1,512 93,437 12 ,242 1,274 94,712 13 ,191 1,004 95,716 14 ,171 ,903 96,618 15 ,165 ,868 97,486 16 ,147 ,773 98,259 17 ,124 ,654 98,913 18 ,107 ,563 99,476 19 ,100 ,524 100,000 Extraction Method: Principal Component Analysis Variance ative % 63 Rotated Component Matrixa Component N3 ,860 N4 ,840 N2 ,819 N1 ,796 P3 ,857 P1 ,793 P4 ,763 P2 ,762 DI2 ,775 DI1 ,760 DI3 ,750 DI4 ,749 MO1 ,868 MO3 ,830 MO2 ,741 ST3 ,781 ST1 ,762 ST2 ,680 ST4 ,677 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square df Sig ,583 141,521 ,000 64 Total Variance Explained Component Total Initial Eigenvalues Extraction Sums of Squared Loadings % of Variance Cumulative % Total 2,118 70,601 70,601 ,669 22,295 92,896 ,213 7,104 100,000 % of Variance Cumulative % 70,601 70,601 2,118 Extraction Method: Principal Component Analysis Component Matrixa Component C1 ,927 C2 ,860 C3 ,720 Extraction Method: Principal Component Analysis a components extracted Person Corrective Analysis Correlations C C Pearson Correlation MO Sig (2-tailed) N MO DI P Pearson Correlation 121 ** ,411 DI ** ,411 ,000 ,000 121 121 121 121 121 ** ** ** ,312** 121 121 ** ** ,500 ,500 ,575 ,000 ,000 ,001 121 121 121 121 ** ** ,498** ,000 ,000 ,000 121 121 121 ** ,501** ,000 ,000 N 121 121 121 ** ** ** ,499 ,499 ,000 Sig (2-tailed) ,652 ,551** ,480 ,000 N Pearson Correlation ,652 ST ** ,000 ,000 ,714 ,714 N ** ,000 Sig (2-tailed) Pearson Correlation P ** ,660 ,660 ,610 ,526 65 N ST Sig (2-tailed) ,000 ,000 ,000 ,000 ,000 N 121 121 121 121 121 121 ,480** ,575** ,610** ,526** ,474** Sig (2-tailed) ,000 ,000 ,000 ,000 N 121 121 121 121 121 121 ,551** ,312** ,498** ,501** ,474** Sig (2-tailed) ,000 ,001 ,000 ,000 ,000 N 121 121 121 121 121 Pearson Correlation Pearson Correlation ,000 121 ** Correlation is significant at the 0.01 level (2-tailed) Regression Analysis Variables Entered/Removeda Variables Variables Entered Removed Model ST, MO, DI, N, Method Enter b P a Dependent Variable: C b All requested variables entered Model Summaryb Model R R Square a ,772 Adjusted R Std Error of the Square Estimate ,597 ,579 Durbin-Watson ,349391286925 1,566 575 a Predictors: (Constant), ST, MO, DI, N, P b Dependent Variable: C ANOVAa Model Sum of Squares df Mean Square Regression 20,766 4,153 Residual 14,039 115 ,122 Total 34,804 120 a Dependent Variable: C b Predictors: (Constant), ST, MO, DI, N, P F 34,022 Sig ,000b 66 Coefficientsa Unstandardized Standardized Collinearity Coefficients Coefficients Statistics Toleran Model B Std Error Beta (Constant) ,916 ,249 MO ,007 ,056 DI ,352 P t Sig ce VIF 3,675 ,000 ,010 ,128 ,898 ,068 ,458 5,189 ,000 ,451 2,218 ,163 ,052 ,262 3,105 ,002 ,491 2,036 N -,029 ,059 -,041 -,494 ,623 ,499 2,003 ST ,181 ,063 ,208 2,874 ,005 ,668 1,497 ,606 1,649 a Dependent Variable: C T-Test Gender Group Statistics Giới tính C N Mean Std Deviation Std Error Mean Nam 52 3,596164 ,4493352 ,0623116 Nữ 69 3,603865 ,6003141 ,0722693 Independent Samples Test Levene's Test for Equality of Variances t-test for Equality of Means 95% Confidence F C Equal variances assumed Equal variances not assumed One-way ANOVA Age 2,340 Sig ,129 t df - Sig Mean Std Error Interval of the (2- Differenc Differenc Difference tailed) e e Lower Upper 119 ,938 -,0077 ,0993 -,2044 ,1889 - 118,99 ,936 -,0077 ,0954 -,1967 ,1812 ,081 ,078 67 Descriptives C Std Deviatio Std Mean Mean n Error Lower Bound Upper Bound 85 3,6549 ,4919 ,0533 3,5488 3,7610 1,00 4,00 22 3,5758 ,5557 ,1185 3,3294 3,8221 2,00 4,00 12 3,2500 ,7403 ,2137 2,7797 3,7203 2,00 4,00 3,6667 ,4714 ,3333 -,5687 7,9021 3,33 4,00 121 3,6006 ,5386 ,0490 3,5036 3,6975 1,00 4,00 N Từ 18 tuổi - 27 95% Confidence Interval for Minim Maxim um um tuổi Từ 28 tuổi - 37 tuổi Từ 38 tuổi - 47 tuổi Từ 48 tuổi trở lên Total Test of Homogeneity of Variances Levene Statistic C df1 df2 Sig Based on Mean 3,461 117 ,019 Based on Median 2,818 117 ,042 Based on Median and with 2,818 115,892 ,042 3,055 117 ,031 adjusted df Based on trimmed mean ANOVA C Sum of Squares Between Groups df Mean Square 1,748 ,583 Within Groups 33,056 117 ,283 Total 34,804 120 Robust Tests of Equality of Means C Statistica Welch df1 ,927 a Asymptotically F distributed df2 4,640 Sig ,496 F 2,062 Sig ,109 68 Education Descriptives C 95% Confidence Interval for Mean N Trung học sở Mean Std Std Lower Upper Deviation Error Bound Bound Minimum Maximum 4,0000 4,00 4,00 15 3,3333 ,6299 ,1627 2,9845 3,6822 2,33 4,00 26 3,4487 ,6528 ,1280 3,1850 3,7124 1,00 4,00 Đại học 69 3,7101 ,4158 ,0501 3,6103 3,8100 2,00 4,00 Sau đại học 10 3,6000 ,6813 ,2155 3,1126 4,0874 2,33 4,00 121 3,6006 ,5386 ,0490 3,5036 3,6975 1,00 4,00 Trung học phổ thông Trung cấp – cao đẳng Total ANOVA C Sum of Squares Between Groups df Mean Square 1,748 ,583 Within Groups 33,056 117 ,283 Total 34,804 120 Robust Tests of Equality of Means C Statistica Welch df1 ,927 a Asymptotically F distributed df2 4,640 Sig ,496 F 2,062 Sig ,109 69 Incomes Descriptives C 95% Confidence Interval for Mean N Mean Std Std Lower Upper Minimu Maxi Deviation Error Bound Bound m mum Dưới triệu 25 3,5333 ,7454 ,1491 3,2257 3,8410 1,00 4,00 Từ triệu đến 64 3,7083 ,3226 ,0403 3,6278 3,7889 2,67 4,00 22 3,5303 ,5410 ,1153 3,2904 3,7702 2,00 4,00 10 3,2333 ,8469 ,2678 2,6275 3,8392 2,00 4,00 121 3,6006 ,5386 ,0490 3,5036 3,6975 1,00 4,00 10 triệu Từ 10 triệu đến 15 triệu Từ 15 triệu trở lên Total Test of Homogeneity of Variances Levene Statistic C Based on Mean df1 df2 Sig 13,397 117 ,000 Based on Median 5,988 117 ,001 Based on Median and with 5,988 57,271 ,001 10,037 117 ,000 adjusted df Based on trimmed mean ANOVA C Sum of Squares Between Groups df Mean Square 2,313 ,771 Within Groups 32,491 117 ,278 Total 34,804 120 Robust Tests of Equality of Means C Statistica Welch df1 1,865 a Asymptotically F distributed df2 27,341 Sig ,159 F 2,777 Sig ,044