1 2

INTRODUCTION For above reasons, I chose my thesis title as “Factors affecting

destination choice of Hanoi residents: the case of Hue and Da Nang”
1. Justification of Study 2. Research objectives
- Theoreotical The overall objective of this thesis is to help enhance the ability to attract
Earlier studies have only focused on certain groups of factors affecting and satisfy tourists (Hanoi residents) to cultural and marine tourism destinations
destination choice or decisions of tourists. However, these studies have (by evaluating influences of factors on tourists’ choice of Hue and Da Nang).
neglected a combination of factors affecting tourists’ commitment as well as Specific objectives are as follows:
loyalty to destination choice, especially regarding the influences of (1) To systemize and select the factors affecting tourists’ destination
communication channels/sources on cognitive, evaluative and decision-making choice, thereby to establish theoretical research model
process of tourists. Particularly, the psychological process model in behavioral (2) To analyze and measure degree of influence of factors to destination
sciences has addressed decisions by individuals and emphasized the initial choice as well as tourists’ intentional behaviors in regards to Hue and Da Nang
cognitive process instead of the final decisions. (3) To suggest solutions for better meeting Hanoi residents’ needs when
Studies on consumer behavior in tourism in international as well as choosing such destinations as Hue and Da Nang and other destinations that
Vietnam context tend to examine tourists’ satisfaction and loyalty to a particular feature similar characteristics of cultural and marine tourism.
destination. These studies, therefore, investigate tourists’ behaviors in the 3. Research questions
specific context of a destination. Based on the results, authors might suggest To fill the theoretical gaps as well as to fulfil practical purposes, based on
strategies for attracting tourists and establishing destination image. Hence, this consuming behaviors of Hanoi residents, this research attemps to answers the
empirical study, which targets domestic tourists’ behaviours in Vietnam questions as follows:
destination, is the first to address all the relevant factors affecting destination Question 1: How different groups of factors such as inner movites, perception
choice with regards to particular kinds of tourism products. of destination, and information sources influence Hanoi resident’ attitude and
Several authors have affirmed the importance of understanding commitment to destination choice?
consumers’ behavior in tourism and factors affecting the process of choosing Question 2: How different groups of factors such as inner movites, perception
destinations. This understanding is not only of great value to scholars but also of destination, and information sources influence Hanoi resident’ attitude and loyalty
helps destination managers interpret, predict and adjust properly to their to destination?
respective customers. Howevers, there exist few studies that adequately account Question 3:Are there any differences between factors affecting tourists’
for individual characteristics of tourists, destination features, information choice of destination typical of cultural tourism and factors affecting tourists’
sources and other characteristics related to existing and futuristic mode of choice of destination typical of marine tourism?
destination choice. Moreover, the literature lacks studies that address the factors 4. Research object and scope
affecting tourists’ commitment to destination choice and loyalty based on Research object
comparing two destinations that feature two distince kinds of tourism product, The essential relationship between the factors such as sources of
i.e. cultural tourism and sea/marine tourism. information on the destination, inner motives, tourists’ perception of the
- Practical destination, attitude towards the destination and destination choice behavior.
One of the success indicators of tourism industry is based on the growth Research scope
rate of tourist number (Quách Phương Giang, 2013). Vietnam economy has Tourists’ origins: tourist sample is limited to residents in Hanoi. The
witnessed a rapid growth in different economic sectors including tourism sampling design was based on the combination of stratifed sampling and
(Bennet, 2009). Domestic tourism has great potential for contributing to convenience sampling method (Devide by 12 urbun districts in Hanoi).
economic, socio-cultural development of any country and is the key to regional Destinations: Hue and Da Nang
cooperation and integration through linkages among destinations (Cooper và Research period: from 2013 đến 2016, collecting secondary data from
cộng sự, 1993). Along with the constant growth rate of Vietnam economy, 2015 to 2016.
people’s income has increased significantly and therefore facilitates demand for 5. Research methodology
tourism services. Therefore, studies on factors affecting destination choice will Phase 1: Qualitative research for establishing and completing interview
help corporate managers formulate better strategies that fit specific questions, indentifying main factors affecting tourists’ attitude, commitment and
characteristics of paticular destinations. loyalty to destination.
 3 4

Phase 2: Quantitative research for collecting and analyzing data, Chapter 1: LITERATURE REVIEW ON FACTORS AFECTING
validating research model by such methods as exploratory factor analysis (EFA), DESTINATION CHOICE
Cronbach Alpha, SEM. 1.1. Concepts
6. Contribution of the research 1.2. Models of consumers’ behavior in tourism and destination choice
First, the research helps constructing theoretical model that describes the Consumers’ behaviosr in tourism are behaviors that are related to the
relationships between factors affecting tourists’ attitute, commitment to consumption of tourism services, that are manifested in searching, buying, using and
destination choice and loyalty to destination. Especially, the research explains evaluating tourism services in order to satisfy certain needs of tourists. Trần Minh
the behavioral rules between choosing a cultural destination and a marine Đạo (2012) argued that consumers’ behaviors are all the behaviors that are
destionation. Decisions on destinations are also addressed in regards to potential performed by consumers in the consumption process. Consumers’ behaviors are
tourists (who have never visited the destination but are commited to visit in the a complex process since they are rooted in internal psychological factors. In
future) and tourists that have visited the destination (who intend to return and tourism context, this process is made more and more complex due to the
recommend to others about the destination). The results of the research will intrinsic characteristics of tourism services, i.e. intangibility, inseparation, v.v.
enrich the theories related to consumers’ behavior in tourism in general and (Correia et al, 2007). Investigating consumers’ behavior refers to investigating
destination choice behavior in particular. how they make decisions on using existing resources, i.e. money, time, v.v. and
Second, the thesis combines two rather new research models in consuming products and services for satisfying individual needs (Kotler, 2000).
consumers’ behavior and consumers’ behavior in tourism, i.e. Structural A tourist’s decision-making process is a complex sequence of such decisions as
equation model and behavior process model. Applying these research models which destination to choose, which attractions to visit, when to travel, with
help evaluate the validity of relationships between inputs (stimulus variables) and whom, for how long, how much money to spend (Woodside and Lysonski,
outputs (response stimulus). In addition, the model also explains about the 1989; Woodside and MacDonald, 1994; Hyde, 2008; Oppewal và cộng sự,
mechanism or psychological sequence in decision-making behavioral sciences 2015). Of all these issues, destinatin choice is one of the most important
through investigating the decision-making process of individual, with the decisions through the journey and is often studied with regards to geographical
emphasis on the cognitive phase before the tourist makes the final decision. locations. (Kim et al, 2012; Byon and Zhang, 2010). In studying destination
Third, this study makes a contribution to statistics methods by choice, we need to answer three questions as follows: (1) why tourists choose
simultaneously utilizing two qualitative methods (in-dept interview of tourists and that destination? (2) what do they do in that destination? (3) how they get to the
experts and focus group interview) and quantitative methods (EFA, CFA and destination?
SEM). The theoretical model of this research logically explains about tourists’ Theories on planning behavior are often used in theoretical research
psychological sequence in the destination choice process that starts with models for predicting tourists’ behavior as well as their destination choice
influences by information sources. This model succeeds in indicating the different intention (Jalilvand et al, 2012; Prayag, 2008). The central model of behavioral
phases in tourists’ psychological sequence. This application of research models theory indicates that human behaviors will produce certain responses based on
are an encourgagement and basis for other interested scholars. certain stimuli of reference factors and resources. This means that behavior is a
Fourth, the results of this research will provide destination managers with reaction by individuals when they are stimulated by one or more than one factors
accurate information and insights on tourists’ attitude and behavior, thereby helps in the environment. The external and internal factors converge into one situation
devising effective strategies and policies to attract and motivate tourists to and a directed behaving sequence so that the individual could adjust to that
domestic destinations, based on exploiting specific strengths of destinations. situation (Lam and Hsu, 2005; Ajzen, 1991). In this thesis, tourists’ commitment
7. Structure of the study to destination is indicated by there willingness, to varying degree, to the
Besides the introduction and conclusion chapters, this thesis consists of destination in the future; their loyalty to the destination as indicated by their
four chapters: intention to revisit the destionation and recommend it to others.
Chapter 1: Literature review on factors affecting destination choice 1.3. The factors affecting destination choice
Chapter 2: Research methodology The literature review shows that the factors affecting destination choice
Chapter 3: Research findings decisions are diverse and complex. Most of the studies mention the internal
Chapter 4: Discussions, recommendations and suggestions factors (individual ones) and external factors (environmental ones). Several
authors have relied on Crompton’s approach (1979) that divided factors into
push motives and pull motives. Nevertheless, each study only addressed a group
of factors or certain factors, depending on research purpose and context.
 5 6
This thesis examines the factors affecting destination choice based on the process in tourists’ decision-making process, but rather tend to apply regression
overall model of travel motivation by Crompton (1979), model of factors analysis. Third, there is no comparative analysis of different destinations with
affecting destination choice by Woodside and Lysonski (1989), Um and regards to different type of tourism products.
Crompton (1991, 1992) and Hill (2000). Thereby, the factors are grouped into This thesis embraces the research model of travel motivation by
external factors( information sources, culture, family, lifestyle and destination Crompton (1979), model of factors affecting destination choice by Woodside
characteristics) and tourists’ individual factors (motives, character, travel and Lysonski (1989), Um and Crompton (1991, 1992) and Hill (2000). Based on
experience). This research addresses both tourists that have never been to the the research gap and suggesstions from experts, this thesis selected the factors of
destination and those that have. It also analyzes tourists’ motives for travel: (i) demographics, travel motives, and information sources on the destination and
push motives are innter motives or tourists’ individual characteristics; (ii) pull idntified two destination, i.e. Hue and Da Nang for tourist survey.
motives or destination characteristics perceived by tourists. Besides, such factors 1.4.4. Proposed research model
as information sources tourists’ attitude towards the destination are also Based on the theoretical background mentioned above, I propose the
investigated in relation to other factors in the decision-making process as well as overall research model as in Figure 1.9. The models target the tourists who have
tourists’ loyalty. never been to the destination (Figure 1.11) as well as those who have never been
1.3.1. Motivation for travel to the destination (Figure 1.12). The factors and items will be analyzed and
Choice of destination is influenced by several factors (Tezak và cộng sự, edited (if necessary).
2013), especially the motives for travel. These motives are rooted in individual
idiosyncrasies and destination characteristics (Tezak et al, 2010). This thesis
embraces push-pull motives model developed by Crompton (1979) and explained
by Hsu et al (2009) as follows: pull motives consist of four factors
(psychological factors such as residence detachment, self-esteem, v.v.; physical
factors such as resting and leisure, healthcare, v.v; social factors such as visiting
family, making friends, v.v.); push motives consist of two factors (tangible
factors of the destination such as infrastructure and facilities, price, services,
v.v.; and ingangible factors such as destination brand and tourists’ expections on
other benefits).
1.3.2. Information source on the destination
Information on destination is of great importance to tourists and
destination managers as well as the overall tourism industry (Nicoletta and
Servidio, 2012). Searching for information is considered one of the main factors
that determine destination choice (Jacobsen and Munar, 2012). Sources of
information may be internal or external; or informal information from relatives
and friends or formal information from brochures and tourism associations
(Molina and Esteban, 2006). This thesis groups information sources that tourists
draw upon into (i) formal source (from national and local administration of
tourism, from tourism companies – in digital or non-digital forms), (ii) word-of-
mouth source (direct word-of-mouth information and indirect word-of-mouth
information from families and friends); and (iii) information from tourists’
individual experience.
1.4. Theoretical research model and hypotheses
After reviewing the literature, I have identified the theoretical gap on
destination choice behavior. First, there exist few studies that comprehensively
address the factors affecting destination choice, but rather emphasize some
certain separate factors; Second, few authors utilize the SEM to investigate the
multi-directional relationships between factors as well as the psychological
 7

Jacobsen and Munar (2012), Hyde (2008), Um and Crompton (1992)

Hanlan and Kelly (2005),

Molina et al (2010);
Nicoletta and Servidio Chen and Tsai (2007), Sonmez and Sirakaya (2002),
(2012), Tasci and Gartner Perception of the Baloglu (2001), Gartner (1993), Naoi (2003), Yoon and
(2007), Beerli and Martin destination (resource, Uysal (2005)
(2004) tourism infrastructure
and superstructure,
services, price, v.v. Chen and Tsai (2007), Prayag (2008), Woomi and
Soocheong (2008), Jalilvand và cộng sự, (2012)

Information sources Jacobsen and Munar (2012), Hyde (2008), Um and Ajzen (1991),
on the destination Crompton (1992) Attitude Jalilvand and Destination choice
(formal, word-of- towards the Samiei (2012), (commitment/evoke
mouth, personal destination Decrop (2006), to choice, loyalty)
Um and
experience)
Crompton
(1990), Lee
(2007)
Jacobsen and Munar (2012), Inner motivation Hill (2000)
Mutinda and Mayaka (2012), (exploratory motives,
Kiralova and Pavliceka (2015) leisure, social Dalen (1989), Gonza´lez and Bello (2002), Hsieh và
interaction, physical, cộng sự (1993), Muller (1991), Pitts and Woodside
v.v) (1980), Shih (1986), Gartner (1993), Kim and Lee
(2002), Moutinho (1987) Sirakaya và cộng sự (1996)

Figure 1.10. Theoretical research model

7
mouth)

experience
destination
Information

HB1.4
sources on the
HA1.4

Personal travel
(formal, word-of-

HB1.3
HB1.1
HA1.3
HA1.1

HB1.2
HA1.2
v.v.
destination

(exploratory

physical, v.v)

(exploratory
superstructure,
services, price,

destination

physical, v.v)
motives, leisure,
social interaction,
Inner motivation
infrastructure and
(resource, tourism
Perception of the

motives, leisure,
social interaction,
Inner motivation
infrastructure and
(resource, tourism
Perception of the

services, price, v.v.

8
8

superstructure, HB2.1
HA2.1

HB3.1
HA3.1

the
Attitude

towards
Attitude
destination
towards the

destination
HB2.2
HA2.2

HB3.2
HA3.2

HB4
HA4

Figure 1.12. Model 2: For tourists who have been to the destination
loyalty)
to choice,

destination
Destination

Loyalty to the
Figure 1.11. Model 1: For tourists who have never been to the destination
choice (evoke
 9 10

Model Hypothesis Contents CHAPTER 2

Model HA1.1a/b Fomal/word-of-mouth positively affects tourists’ METHODOLOGY
1 perception of the destination. 2.1. Research process
HA1.2a/b Fomal/word-of-mouth positively affects tourists’
P1 Literature Review Buid up theory framework
attitude towards the destination.
HA1.3a/b Fomal/word-of-mouth positively affects tourists’ inner
motivation. Design quantitative Design qualitative questionnaire
questionnaire (n=20)
HA1.4a/b Fomal/word-of-mouth positively affects tourists’
commitment to the destination choice.
Final draft Interview experts, edit items
P2
HA2.1 Tourists’ perception of the destination positively affects questionnaire
their attitude towards the destination
HA2.2 Tourists’ perception of the destination positively affects Final Questionnaire
their commitment to the destination choice
HA3.1 Tourists’ inner motivation positively affects their
A survey of 938 Reliability
attitude towards the destination. respondents analysis
Delete low item-total
correlation item (<0.4)
HA3.2 Tourists’ inner motivation positively affects their
commitment to the destination choice.
EFA Delete low factor loading
HA4 Tourists’ attitude towards the destination positively item (<0.5)
P3
affects their commitment to the destination choice.
Model HB1.1 Travel experience affects tourists’ perception of the CFA Test measurement model
2 destination.
HB1.2 Travel experience affects tourists’ attitude towards the Test theorical model
SEM
destination.
HB1.3 Travel experience affects tourists’ inner motivation. P1: Item generation
P2: Pre-test
HB1.4 Travel experience affects tourists’ loyalty to the P3: Main survey
destination.
Figure 2.1: Research process model
HB2.1 Tourists’ perception of the destination positively affects
their attitude towards the destination.
2.2. Sampling design and contextual research
HB2.2 Tourists’ perception of the destination positively their Firstly, target population of this study is the people are living in Hanoi,
loyalty to the destination. Vietnam. The aim of sampling choice ensure following research process and
HB3.1 Tourists’ inner motivation positively affects their gain high representation for the target population. The sampling design was
attitude towards the destination. based on the combination of stratifed sampling and convenience sampling
method. Firstly, the population of the study needs to be chosen as following 12
HB3.2 Tourists’ inner motivation positively affects their
urban districs of Hanoi. Secondly, in each distric, the sample was choosen
loyalty to the destination.
randomly.
HB4 Tourists’ attitude towards the destination positively The selection of the people currently living in 12 urban districts of Hanoi
affects their loyalty to the destination. as the object investigated by the following reasons: (1) the people are living
Source: Summarized by author, 2016 Hanoi is quite crowded, thus ensuring the contact or replicate the research

9 10
 11 12

results for other regions in Vietnam; (2) Hanoi residents have structural 3.2.2. Exploratory measurement results - EFA
diversity in age, occupation, educational level, income, expecially the level and 3.2.2.1. Exploratory measurement results of Hue destination
average income of the people is quite high, so they have a lot of experience Exploratory factor analysis (EFA) was used to determine how many latent
traveling; (3) the native country of people in Hanoi are quite different that variables underlie the complete set of items. An EFA was used to reduce the
cause of diverse personality, culture, subculture, behavior, lifestyle and forty two items to a smaller, more manageable set of underlying factors. This is
demonstrate the specificity and regional characteristics in choosing tourism helpful for detecting the presence of meaningful patterns among the original
destinations; (4) high population density, geographical distance is not far away variables and for extracting the main service factors.
and easy to access and interview as well. The resulting exploratory solution with an orthogonal rotation indicates a
Secondly, depend on the persoectives of people are living in Hanoi; the nine-factor solution for Hue destination. Depend on the meaning of items in
authors choose Hue and Da Nang as two target destinations by the following each group, the loadings for the factors, after the elimination of the items as
specific reasons: (1) the consideration of factors must put in the context of a stated above, theses factor were renamed. Compared to a defined group of
particular destination; (2) the distance and cost of travel as well as the elements based on theoretical overview, survey data point selection acts to Hue
convenience in moving from Hanoi to Hue and Da Nang not much difference; and the influencing factors indicate that there is a change to factors inner
(3) Hue and Da Nang are two destination featuring two types of cultural tourism motivation, perception of the destination, personal travel of experence (see
and sea tourism - these are 2 types of tourism typical of tourism in Vietnam. Table 3.9).
CHAPTER 3: DATA ANALYSIS AND RESULTS Table 3.9. Exploratory measurement results of Hue destination
3.1. Descriptive Statistics Construct Cronba
3.1.1. Characteristics of Sample Items New name ch’s
Overall respondents of study is that people in the 12 urban districts of 1 2 3 4 5 6 7 8 9
Alpha
Hanoi city. Studies based on samples collected at stratifed sampling and HDD1 .862 Natural .923
convenience sampling method; included in the analysis of the samples are 938 HDD2 .855 resources
respondents. HDD16 .855
3.2. Quanlitative research and measurement model HDD7 .849
3.2.1. Basic Statistics of Study’s variables
HDD6 .835
- Internal Motives/ Push motives (DC)
Internal or Push motives are applied in formal quantitative study included HDD17 .764
16 items denoted HDC (Hue destination) and DNDC (Da Nang destination). HDD5 .747
The inspection of the item-to-total correlation of the 16 items measuring showed HDC8 .778 Exploratory .883
that all items were satisfied and the Cronbach’s alpha was reasonable at α=0.831 HDC12 .777 motives
(Hue) and α=0.838 (Danang). According to a cutoff 0.5 for corrected item-total HDC7 .777
correlations, the items above will be deleted including HDC2, HDC3, HDC6, HDC13 .772
HDC11, DNDC1. HDC9 .749
- Destination perception/Pull Motives (DD) HDC10 .738
External factors or pull motives or attribute of destination was applied in HDC15 .699
quantitative study included 18 items/variables called as HDD (Hue destination) HDC16 .582
for DNDD (Da Nang destination). The results of Cronbach's Alpha showed the
HTTCT4 .857 Formal .904
correlation between the variables in each group is quite high (0.775 to 0.858 for
HTTCT3 .854 information
Hue and Danang destination). Specifically the items eliminated including
HTTCT5 .849 sources
HDD11, HDD18, DNDD15.
- Destination information resouces (TT) HTTCT6 .837
The construct of destination information resouces was applied include HTTCT2 .799
formal information sources (CT), word of mouth - informal (TM) and travel HTTCT1 .722
experience to the destination (KN). The Cronbach's Alpha was reasonable at HDD13 .926 Infrastructure .932
α=0.904, 0.883, 0.887 (Hue) and α=0.908, 0.880, 0.895 (Danang).

11 12
 13 14

Items Construct New name Cronba Table 3.11. Exploratory measurement results of Danang destination
HDD14 .915 and ch’s Construct Cronbac
HDD12 .903 superstructure Items New name h’s
1 2 3 4 5 6 7 8 9 10
HDD4 .870 in destination Alpha
HDD3 .803 DNTTCT6 .867 Formal .908
DNTTCT3 .849 information
HTTTM5 .874 Destination .883
word-of- DNTTCT2 .843 sources
HTTTM6 .793
mouth souces DNTTCT5 .837
HTTTM4 .788
DNTTCT4 .794
HTTTM1 .782
DNTTCT1 .622
HTTTM2 .732 DNKN5 .872 Personal .895
HTTTM3 .678 DNKN3 .862 experience
HKN6 .874 Personal .899 DNKN2 .850 to
HKN4 .868 experience to DNKN6 .794 destination
HKN3 .808 destination DNKN4 .709
HKN2 .793 DNKN1 .684
HKN5 .779 DNDD2 .779 Natural .845
HDD10 .764 Services in .820 DNDD1 .749 resources
HDD8 .760 destination DNDD16 .735
HDD18 .749 DNDD6 .730
HDD9 .743 DNDD7 .707
HDD11 .737 DNDD5 .689
HDD15 .736 DNDD17 .687
HDC5 .810 Social .784 DNTTTM6 .849 Destination .880
interaction DNTTTM2 .835 word-of-
HDC4 .783
motives DNTTTM3 .807 mouth
HDC14 .725 souces
DNTTTM4 .806
HDC1 .705 DNTTTM5 .785
HTD3 .855 Attitude .773 DNTTTM1 .532
HTD2 .833 towarding DNDC15 .918 Social .859
HTD1 .741 destination DNDC2 .902 interaction
Source: Summarized by author, 2016 DNDC13 .836 motives
DNDC16 .638
3.2.2.2. Exploratory measurement results of Danang destination DNDC9 .605
Exploratory factor analysis (EFA) was used to determine how many latent DNDD8 .792 Services in .864
variables underlie the complete set of items. An EFA was used to reduce the DNDD18 .784 destination
forty two items to a smaller, more manageable set of underlying factors. This is DNDD9 .783
helpful for detecting the presence of meaningful patterns among the original DNDD10 .767
variables and for extracting the main service factors. DNDD11 .748
The resulting exploratory solution with an orthogonal rotation indicates a DNDC6 .807 Explorator .855
nine-factor solution for Hue destination. Depend on the meaning of items in y motives
DNDC4 .803
each group, the loadings for the factors, after the elimination of the items as
DNDC3 .781
stated above, theses factor were renamed (see Table 3.11).

13 14
 15

destinati
Loyalty
Items Construct New name Cronbac

with

on
DNDC5 .766
DNDC14 .761
DNDD13 .837 Infrastructu .803

HB4
DNDD12 .810 re and

2a,b,c

2a,b,c
HB2.

HB3.
DNDD14 .767 superstruct
.558 ure in

rding

natio
towa

desti
Attit
DNDD4

ude
destination
DNDC11 .757 Leisure .729

1a,b,c

1a,b,c
HB2.

HB3.
DNDC7 .675 motives

Social interation
DNDC10 .627

Exploratory
Inter-super-

Services in
destination

motives

motives
Leisure
structure

motives
Natural
sources

Figure 3.1. and 3.2: Model 1/2: Changed model after EFA
DNDC8 .594

HB1.
DNDC12 .582

2
DNTD2 .860 Attitude .902
DNTD1 .858 towarding

3a,b,c
HB1.
DNTD3 .857 destination

1a,b,c
HB1.
Source: Summarized by author, 2016

HB1.
Depend on EFA results, the theorial model 1 and 2 changed as following

destination
experience
4

Personal
data. Performance is showed in Figure 3.1, 3.2.

to
3.2.3. Confirmatory Factor Analysis Results
The results of both models for Hue and Danang showed that all items had

16

16
strong loadings with all t values being significant at p < .001 (all being above
the acceptable factor loading >0.35 (Hair et al 1995). The initial results showed

Evoked
choice
that the model fit the data well. Among comparative indicates, GFI, NFI, IFI,
TLI, and CFI stand out to indicate that model fits data well. Furthermore, other
model fit indices satisfy the condition of goodness-of-fit. Value of correlations
from CFA model between variables show that all of correlation scores are lower

HA4
2a,b,c

2a,b,c
HA2.

HA3.
than 0.85, which means all of these constructs are different from each other.
3.2.4. Structural Equation model and Hypothesis testing results

rding

natio
towa

desti
Attit
ude
3.2.4.1. Structural Equation model
The model’s overall fit with the data was evaluated using common model

1a,b,c

1a,b,c
HA2.

HA3.
goodness-of-fit measures estimated by AMOS. Overall, the model exhibited a
reasonable fit with the data collected. In short, the structural model is considered

Social interation
Exploratory
Inter-super-

Services in
destination
to fit the sample data reasonably.

motives

motives
structure

Leisure

motives
sources
Natural

HA1.
3.2.4.2. Hypothesis testing results

2
The hypotheses were tested based on the model as shown at figure 3.3,
1.2. The results offer strong support for the hypothesized model relationships.

3a,b,c
HA1.
Notice: *p<0.10, **p<0.05, ***p<0.001, ns: no supporting

1a,b,c
HA1.
HA1.

Information

destination
4

sources on

word-of-
(formal,

mouth)
the
15
 17

.267***/.008 ns
.172***/.200*** Natural sources .075*/.216***

-.044 ns /.116*** -.042 ns /.216***

Inter-super-structure
.060 ns /.171*** .058 ns /.140**
Services in destination
.050 ns .194***
.193*** .243***
.066*
.145***
Formal Attitude
.123** .497*** Evoked choice
information towarding
sources .023 ns destination .613***
.427***
.280*** .122***
-.007 ns
Exploratory motives
.142***
.267***/.146***
Leisure motives .239***/.022 ns
.123**/.148***
Social interation motives .113**/.092**
034 ns .141***
Notice: Numbers do not underline are resuts of Hue, the results underline and italics are the result of Danang
Figure 3.3. Hypothesis testing results of model 1.1

17

18

.048 ns /.216***

.070*/.395*** Natural sources .108**/.148***

-.048 ns /.199*** -.043 ns /.241***

Inter-super-structure
.118** /.351***
.058 ns/.073*
Services in destination
.052 ns .203***
.190*** .210***
.055 ns
.119***
Word-of-mouth Attitude
.154*** .529*** Evoked choice
towarding
.120** destination .540***

.456***
.276***
.112***
-.002 ns
Exploratory motives
.156***
.033 ns/.059 ns
.313***/.036 ns
Leisure motives
.011ns/-.021 ns
Social interation motives .121**/.109**
.031 ns .120***

Notice: Numbers do not underline are resuts of Hue, the results underline and italics are the result of Danang
Figure 3.4. Hypothesis testing results of model 1.2

18
 20

General description on research results:

(1) A common character of the two destinations is that the natural
resources value of destinations has impacts on the attitude, commitment of

Loyalty with
destination
selection and loyalty towards Hue and Da Nang. This shows that the value of
natural resources is a core value, the main attraction of tourists who decide to
choose these destinations instead of the other ones.

-.012 ns /.154***
.003 ns /.147***
(2) Sources of information on the destination have different impacts on

-.027 ns

Notice: Numbers do not underline are resuts of Hue, the results underline and italics are the result of Danang
.060 ns /.174***

-.011 ns /.209**
.119**//191***

tourists when when they select Hue and Da Nang as their destinations. For Hue,
the official sources of information have great influence on the image of the
destination, creating travel demands of tourists to Hue. Conversely, as for
.682***

.620*** Danang, verbally-spread information plays an important role in affecting the

.131***
.230***

perception of tourists on destinations, their attitude, behavior and commitment

213***

Figure 3.5. Hypothesis testing results of model 2

of selection.
(3) Although tourists’ destination information obtained from their own
destination
towarding

tourism experiences has effects on both the perception of tourists on a destination

Attitude
.186***

.138***
-.002 ns
.042 ns

and the immanent motive of tourists, but it does not affect their loyalty.
(4) The perception of tourists on a destination includes the value of
resources, conditions for serving (interstructure and superstruture) and services
offerred at the destination, which may affect the attitude, commitment of
.461***
.280***
.144***
.077**

selection and loyalty of tourists towards Da Nang. Meanwhile, only the

19

19
Social interation motives

resources value of a destination may affect the attitude and commitment of

Exploratory motives
Services in destination
Inter-super-structure

selection towards Hue. In addition, as for Da Nang destination, tourists seriourly

Leisure motives
Natural sources

consider conditions for serving at the destination such as infrastructure,

environmental conditions like the weather, the safety of the destination and the
friendliness of local residents, the availability of services, especially services
.108***
-.032 ns

offerred at nights.
(5) As for the immanent motive of tourists, tourists generally desire to
.012 ns/ -.023 ns

explore and relax when they arrive Hue and Danang. Especially, the discovry
motive has strongly affected their attitude and selection commitment for these
.175***/.144***

two destinations. However, this does not affect the loyalty of tourists towards
.267***/.146***
-.078** /.110***

Hue destination and does not remarkably affect their loyalty towards Da Nang
.123**/.148***
.084**/.196***

destination. On the contrary, the group of immanent motives particularly affects

034 ns

the attitude and loyalty of tourists towards Da Nang destination, especially the
desire of rest, relaxation, health improvement, enjoying the honeymoon
emotions and communicating with friends and strong attachment to the family.
experience to
destination
Personal
 21 22

attitude and behaviour of tourists towards both destinations, as for Da Nang

destination with sea tourism type, the motive of relaxation and communication
High
may be clearly expressed.
4.1.3. Regarding effects of tourists’ perception on destinations
Resource value is always an important factor to help tourists decide a
Word-of-mouth destination instead of the other one. The image or brand of a destination is one
Formal Natural
of factors which has strongly influence on the attitude and behavior of tourists
information sources
towards a destination, especially when they have no experiences about it.
sources
Inter-super-structure The other character is that the effects of resource value is greater than that
Exploratory of tourists’ group of internal motives. The geographical distance and the security
motive Services in level are not the two factors which are considered by tourists when they select
destination Hue and Da Nang as their destinations.
4.2. Solutions
Leisure motives 4.2.1. Solutions for quality improvement at destinations in line with demands
Word-of-mouth
Services in Social-interaction and main motives during the travel of tourists
destination It is shown from research results that Hanoians in general and local tourists
motives
in particular have demands of enjoying a tourism product which is made of many
Low
elements. Generally, tourists desire that their demands of discovery and
relaxation will be satisfied when they arrive Hue and Da Nang. Especially, the
Fiture 3.6. Description of effects of factors on selection of Hue and Da Nang
motive of discovering unique characters of resources and regional culture has
destinations
strongly affect the attitude and commitment of selection towards these two
destinations. In addition, Hanoians also desire to receive best serving conditions
CHAPTER 4: DISCUSSIONS AND SOME RECOMMENDATIONS FOR
as well as available services with reasonable prices at Hue and Da Nang
ATTRACTING TOURISTS TO HUE AND DA NANG
destinations.
4.1. Discussions on research results
Firstly, management and exploitation agencies of those destinations
4.1.1. Regarding effects of information sources on a destination
should preserve special characters and exploit the beauty of resources;
Similarities with previous researches: (1) sources of information obtained
simultaneously create new image of destinations in the eyes of tourists by
before tourists’ experiences will affect the perception and their decisions, and
adding and improving services. Secondly, travel agencies have built up many
the interaction among individuals, experience sharing and feelings play an
tourism programmes such as combination of beauty spots with same topics or
important role in shaping the image of a destinatioon and building up their real
diversified topics in order to serve different tourists; develop appropriate forms
intention. (2) Expressing the important role of verbally-spread information.
of tourism. Thirdly, it is shown from research results that serving conditions at
However, differences between the two types of tourism may be realized
destinations like infrastructure, traffic, weather as well as the availability of
through comparison: as for Hue destination with characteristics of cultural tourism
shipping services, accommodation, meals, sightseeing (especially services at
type, official sources of information have strong influence; on the contrary, as for
nights) have significantly affected the attitude and behavior of tourists.
Da Nang destination with characteristics of sea tourism type, verbally-spread
4.2.2. Communication solutions and building up the brand name of tourism
information sources have important value of reference for tourists.
destinations
4.1.2. Regarding effects of tourists’ group of immanent motives
4.2.2.1. Communication solutions
Similarities with previous researches: Expressing the important role of the
Firstly, it is suggested to determine a clear core value in association with
factor group of internal motives on the commitment of selection and loyalty of
each market as well as specific attributes and tourism products; from which to
tourists towards destinations. For each group of individual factors, the motive of
transmit messages by effectively using different tools in accordance with the
“exploring destinations” has a certain similarity.
targeted customers. Secondly, it is suggested to diversify channels/ sources of
However, differences are shown in the small effect level of immanent
information for tourists with focus on those which are often approached by
motives in comparison with specific characters of destinations through
targeted customer approach and have great impacts on their behavior.
perception of tourists. Although the motive of discovery has effects on the
 23 24

4.2.2.2. Solutions for building up the brand name of destinations CONCLUSIONS

Firstly, it is suggested to raise awareness on the role of the brand name Firstly, the study helps systematize basic theoretical issues on the
of destinations in tourism business. State management agencies on tourism at
behavior of tourists, with clarification of tourists’ mechanisms and psychology
central and local levels should strengthen the effectiveness of propaganda and
consider it as a focus task of the tourism industry and the whole society. on the selection behavior of destinations through models on making decisions on
Secondly,it is suggested to choose a reasonable model of brand name and build destination options, psychosocial model on toursits behavior, the model of
up a brand strategy in a professional manner with detailed schedule. It is factors affecting the selection of tourists. Accordingly, relevant concepts are
suggested to pay attention to management of brand name and regular assessment also clarified with denifition of inner meanings through specific criteria. Based
on results of brand development to offer reasonable additions and adjustments. on background theoretical on behavioral science as well as specific relationships
Thirdly, it is suggested to build up the brand name of the destinations associated of elements, 2 theoretical research models have been set up for tourists who
with the brand name of the region, area, national beauty spots to determine a
general orientation for the product system. Fourthly, it is suggested to effectively have never been to each destination and those who used to arrive the
promote brand communication. The effectiveness may be expressed through destinations.
accurate and sufficient contents in line with targeted customers and selection of This thesis also enriches tourist behavour theories in general and behavior of
information channels/ sources which are approached and trusted by them. destination selection in particular. Therefore, it may be considered as a useful
4.3. Recommendations
reference document for researchers in the field of behavioral science. Besides,
- For Ministry of Culture, Sports and Tourism
- For People’s Committee (PC) and Department of Culture, Sports and research results have also helped managers of beauty spots have accurate
Tourism information and deeper understanding on tourist attitude and behavior to offer
- For travel agencies measures for attracting tourists to local destinations and appropriate policies or
4.4. Limitations and suggestions for further study strategies for effective exploitation of strengths of destinations. Especially, the
Firstly, research results cannot be generalized to international tourists as model on groups of factors which have effects on destinations in association with
well as Vietnamese tourists traveling abroad because interviewees were
types of cultural tourism and sea tourism may be applied and expanded to local and
Hanoians travelling to the two destinations in Vietnam. Secondly, this thesis
only focus on some aspects of concepts or elements suitable for psychological international destinations with similar characteristics.
characteristics of tourists as Hanoians. Thirdly, there are something new in the
research on consumer behavior as well as affecting factors with extended scope;
therefore factors as well as psychological changes of tourists may be only
suitable with interviewees in a certain context and their psychological
manifestations in a certain moment. Finally, one of research limitations is
sampling and there are not so many implementation results of the qualitative
research. Most experts are researchers; therefore, practicality has not been much
exploited and the scale weighs put more emphasis on theory and may not get
close to the reality.
For the above reasons, it is recommended as following: Firstly, it may
consider the expansion of research subjects in the next researches and selection
of other destinations with other characteristics or bigger sampling scope.
Secondly, it is suggested to expand the sampling scope and subjects as well as
research scope in order to increase the representation and create basis for
popularize research results for destinations with similar characteristics. Thirdly,
information on destinations may be exploited in terms of content, diversity and
reliability of information. Fourthly, it is requested to expand the qualitative
research to find out the new features in the research.