On the basis of theories of tourism, services, rational choice theory and previous empirical studies, the study proposes a research framework including 6 factors affecting tourists’ decisions when choosing Ha Tien as a destination to visit. The research sample was carried out by surveying by questionnaire with 100 tourists who visited Ha Tien City. Evaluation of the reliability of the scales shows that the destination information factor has not yet ensured the reliability of the scale. Regression analysis shows that there are 3 out of 6 independent factors that most influence tourists’ decision to choose when choosing Ha Tien as a tourist destination. In which, environmental and landscape factors have the most influence on tourists’ decision to choose Ha Tien as a destination. As a result, the article proposes some solutions to contribute to attracting more and more tourists to Ha Tien City.