Abstract
This quantitative study identifie factors affecting tourist perception in the context of rural tourism in Ca Mau province – the southernmost province of Vietnam, belonging to the Mekong Delta. In which, local culture, infrastructure and marketing communication has positive relation with tourist perception, while services & entertainment has negative relation. The research produced 400 structured questionnaires to collect data on these factors in Ca Mau, and found that there is a significant influence on tourist perception in rural tourism sector, which 58% changing in tourist perception is explained by the independent variables. The regression equation is set as: Y = 1.423 + 0.343X1 – 0.082X2 + 0.273X3 + 0.189X4 (Y= Tourist Perception; X1= Local Culture; X2= Services & Entertainment; X3= Infrastructure; X4= Marketing communication)
Highlights
As the southernmost province of Viet Nam with the national landmark named Ca Mau cape, Ca Mau province is an attractive geographical tourism destination to domestic as well as foreign visitors
The survey research was employed for this study in order to describe how these pull factors which are infrastructure, services & entertainment, local culture, and marketing communication influencing tourist perception in Ca Mau province
The majority of the tourists visiting Ca Mau province were university graduated with bachelor degree and above in which bachelor
Summary
As the southernmost province of Viet Nam with the national landmark named Ca Mau cape, Ca Mau province is an attractive geographical tourism destination to domestic as well as foreign visitors. It has the chance in creating specific tourism products and brand positioning of its own with two interlaced ecosystems of mangrove and brackish water forest. The rural areas are still underdeveloped with a considerable rate of poor households It can be shown from the figure 1 that the percentage of poor households in rural areas of Viet Nam is nearly tripled than in the urban areas (9.2% and 2.5% respectively). Any if there are not preserved popular traditions and successful tourism development depends on customs
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