Factors affecting tourists' decision to choose agritourism destination in Lam Dong Province

Abstract

The tourism market is increasingly changing, the needs of tourists are diverse, so the goal of satisfying tourists' needs is increasing, along with taking advantage of tourism advantages and potentials, Lam Dong province has been and is developing new tourism products, agritourism (DLNN). To grasp the opportunity to develop tourism and agritourism, research and analyze more specifically the needs that tourists desire, the factors that motivate tourists, research Analyze factors affecting the decision to choose an agritourism destination in Lam Dong province using exploratory factor analysis (EFA) and linear regression, using survey data from 297 tourists at agricultural tourism sites such as Da Lat, Duc Trong, Lam Ha, Bao Loc, Don Duong, Lac Duong of Lam Dong province, these are areas with advantages in agriculture, especially high-tech agriculture and also are areas with potential for agritourism development. Research results show that infrastructure factors have the most impact on tourists' decisions to choose a foreign tourism destination, followed by tourism advertising and promotion factors, tourism motivation, and finally tourism factors. Factors related to the professionalism of the household head/staff at the tourist destination, the research results will be the basis for proposing recommendations to attract tourists at the tourist destination, contributing to the development of the tourism industry in Lam Dong province.