Determinants Influencing the Loyalty of Agritourism Destinations to Tourists

Abstract

In fact, Hanoi city has quite a large agricultural area and has great potential for tourism development. This also comes from the actual needs of the urban population, which wants to experience agricultural tourism. Because of this need, in many suburban districts, a series of ecological agricultural farm models have been born to serve the people's entertainment, recreation, and resort needs with a variety of activities. This study aims to analyze the factors affecting the loyalty of agritourism destinations to tourists. Data was collected from reports on agritourism destinations business situations and 868 questionnaires sent to visitors. The result points out seven factors, which are: motivation, traction, experience quality, satisfaction, the perception of being a traditional person, the perception of being a modern person, and tourist loyalty to the characteristics of agritourism. From this finding, some suggestions are made to attract tourists to agritourism destinations in the next few years.