Factors Influencing Domestic Tourists' Decision to Choose a Destination: Case Study of La Gi Town, Binh Thuan Province

The purpose of the article is to determine the importance of each group of affected factors to choose La Gi town, Binh Thuan province of domestic tourists. Thereby, a number of solutions are proposed to attract domestic tourists in order of priority. To accomplish the above goal, the method of analyzing survey results using exploratory factor (EFA) and multiple linear regression analysis was used to determine the influence of independent variables on the dependent variable. The proposed research model includes 4 groups of factors including: (1) Destination image; (2) Supported motivation; (3) Transportation costs; (4) Advertising activities. The research results are revised into 3 groups of factors in order of influencing the decision to choose La Gi destination. Solutions have been proposed to increase the attractiveness and competitiveness of La Gi destination. At the same time, it can be applied to other destinations with similar characteristics throughout the country.