Factors Impacting Destination Attractiveness of the Mekong Delta, Vietnam

Abstract

Objective: This study aims to demonstrate the factors influencing the tourist attraction capability of the Mekong Delta, Vietnam. Method: The research surveyed 310 tourists who have experienced tourism services in the Mekong Delta region. Quantitative research methods employed in the study include testing internal consistency reliability using Cronbach’s alpha coefficient, exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modeling (SEM). Results: The research results indicate 06 factors positively influencing the capability to attract tourists to the Mekong Delta, including natural resources, socio-cultural aspects, entertainment activities, service price, human resources, and infrastructure. Among these, socio-cultural aspects exert the most influence on attracting tourists to the Mekong Delta destinations. The research findings contribute to suggesting policy implications for enhancing the destination attractiveness of the Mekong Delta. Conclusions: A tourist destination’s attractiveness can lead to a competitive edge for that destination. The study has demonstrated that six factors positively influence the ability to attract tourists to choose the Mekong Delta as a tourist destination. However, there are still certain limitations, as the research sample size is limited, the study did not examine the impact of control variables (demographic characteristics of tourists) on the destination attractiveness of the Mekong Delta.