FACTORS THAT IMPACT THE BEHAVIOR OF DOMESTIC TOURISTS ON CHOOSING ECO-TOURISM DESTINATION IN BEN TRE PROVINCE

The purpose of this study is to identify factors that influence the behavior of choosing of eco-tourism destination in Ben Tre province. This study was employed to examine the relationships of attitude, subjective norm, and perceived behavioral control with behavioral intention and actual behavior. The study uses StructuralEquation Modeling (SEM) and the sample of 169 domestic tourists who choose ecotourism destination in Ben Tre Province. The findings have indicated that attitude, subjective norm, perceived behavioral control have a direct effect on behavioral intention of tourists. The study also contributes some implications for enticing more tourists to ecotourism destination in Ben Tre province, limitations and suggestions for future studies.