Agritourism is a topic that has attracted the attention of many scholars in recent years. This study analyzes the impact of factors affecting decision to participate in agritourism activities of tourists in Dalat city. The study was carried out on the basis of a survey of 180 tourists who are participating in agritourism activities in Dalat city and a linear regression model is used to analyze the impact relationship in the model. The study carried out descriptive statistical analysis, testing the reliability of the scale, exploratory factor analysis, and Pearson correlation analysis to test the research hypotheses proposed in this model. Finally, use the standardized regression coefficient to show the different levels of influence between each hypothesis to clarify the analytical content of the study. Research results show that all 6 factors such as Attraction of destination, Service price, Marketing, Travel motivation, Perception, and Reference group have a positive impact on tourists' decisions to participate in agritourism activities; the influence of six factors in order from the strongest influence to the weakest effect, specifically, the strongest effect is Perception factor, the second is the factor of Reference group. The third is Service price, the fourth is Marketing, the fifth is Attraction of destination and the factor with the weakest impact is Travel motivation. Moreover, the study also performed ANOVA test to see whether or not the difference of groups such as gender, age, occupation, education level, income affects decision to participate in agritourism activities of tourists. The results show that the higher level of education, the higher decision to participate in agritourism activities. This study offers theoretical and practical contributions to the research of agritourism in Dalat city.
Tạp chí khoa học Trường Đại học Cần Thơ
Lầu 4, Nhà Điều Hành, Khu II, đường 3/2, P. Xuân Khánh, Q. Ninh Kiều, TP. Cần Thơ
Điện thoại: (0292) 3 872 157; Email: tapchidhct@ctu.edu.vn
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