Factors Affecting the Choice of Eco-Tourism Destinations by Hanoi Residents: A Case Study of Dong Do Lake - Soc Son

Hoang Thanh Tung, Nguyen Ngoc Hoa Anh
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Abstract

Dong Do Lake is an ecotourism destination exuding pristine beauty, enveloped by the lush greenery of nature. Beyond admiring the unspoiled landscapes, visitors to Dong Do Lake can engage in a multitude of captivating activities, including camping, boating, and indulging in BBQ feasts. In order to investigate the determinants of choosing Dong Do Lake ecotourism destination by Hanoi residents, the research team employed a quantitative research method based on data collected from a survey of 300 individuals, including 159 people who had previously visited Dong Do Lake for ecotourism purposes. The data was cleaned and processed using SMARTPLS software. The research results indicate that, with a 95% confidence level, the "Attitude towards the Dong Do Lake ecotourism destination" (ATT) has the strongest impact on the decision to choose Dong Do Lake ecotourism destination by Hanoi residents, with an impact level of 0.357. Next is the factor "Communication Strategy of the Dong Do Lake ecotourism destination" (CS) with an impact level of 0.249, followed by the factor "Travel Costs" (TC) with an impact level of 0.225, and the factor "Reference Group" (RG) with an impact level of 0.196. Based on the analysis results, the research team provides some discussion points to promote the decision to choose Dong Do Lake ecotourism destination for both people in general and Hanoi people in particular
影响河内居民选择生态旅游目的地的因素:洞都湖(Dong Do Lake)- 索山(Soc Son)案例研究
洞度湖是一个生态旅游目的地,在郁郁葱葱的大自然环抱下,散发着原始之美。除了欣赏未受破坏的自然景观外,游客还可以在洞度湖进行露营、划船和享受烧烤盛宴等多种迷人的活动。为了调查河内市民选择洞度湖生态旅游目的地的决定因素,研究小组采用了定量研究方法,基于对 300 人(其中 159 人曾以生态旅游为目的游览过洞度湖)的调查数据。使用 SMARTPLS 软件对数据进行了清理和处理。研究结果表明,在 95% 的置信水平下,"对洞度湖生态旅游目的地的态度"(ATT)对河内居民选择洞度湖生态旅游目的地的决策影响最大,影响水平为 0.357。其次是 "洞度湖生态旅游目的地的传播策略 "因子(CS),影响水平为 0.249;再次是 "旅行成本 "因子(TC),影响水平为 0.225;最后是 "参照群体 "因子(RG),影响水平为 0.196。根据分析结果,研究小组提出了一些讨论要点,以促进普通民众,尤其是河内民众选择洞度湖生态旅游目的地的决策
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