FACTORS AFFECTING TOURISTS’ PURCHASE DECISIONS OF DOMESTIC TOUR PACKAGES IN HO CHI MINH CITY
DOI:
https://doi.org/10.62985/j.huit_ojs.vol26.no3E.630Từ khóa:
Purchase decision of domestic tour packages, domestic tourism consumer behavior, destination perception, Ho Chi Minh City.Tóm tắt
In the aftermath of the COVID-19 pandemic, tourists’ behavior and travel demand have undergone significant changes, particularly in the context of digital transformation and intensifying competition in the Ho Chi Minh City market. This study aims to identify and measure the factors influencing tourists’ purchase decisions of domestic tour packages in Ho Chi Minh City.A mixed-methods approach was employed, including qualitative research to develop the research model and measurement scales through literature review, synthesis, and preliminary investigation, combined with quantitative research through a survey of 200 tourists and tourism company staff (196 valid responses collected). The questionnaire was refined based on interviews with tourists and travel agency staff. The data were analyzed using statistical techniques such as Cronbach’s Alpha, Exploratory Factor Analysis (EFA), and multiple linear regression. The findings indicate that four groups of factors positively affect purchase decisions, including socio-economic factors, destination-related factors, service-related factors (including after-sales services), and attitudes toward destinations associated with national pride. Among these, national pride exerts the strongest influence, while personal factors are not statistically significant. The regression model shows that the independent variables significantly explain the variance in tourists’ purchase decisions of domestic tour packages.
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