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Influencing Factors on Customers’ Decision to Visit agritourism farms: A Case Study in Viet Nam

Agricultural Sciences 2022年第4期13卷 566-579页

作者： Nguyen The Hai Nguyen Van Song Vu Thi Thanh Thuy Nguyen The Huan Nguyen Van Luong Hoang Vu Quang Environmental Center for Mountainous Resources Thai Nguyen University of Agriculture and Forestry (TUAF) Thai Nguyen Viet Nam Faculty of Economics and Rural Development (FERD) Viet Nam National University of Agriculture (VNUA) Ha Noi Viet Nam Faculty of Resource Management Thai Nguyen University of Agriculture and Forestry (TUAF) Thai Nguyen Viet Nam Thai Binh Agricultural College Quynh Phu Thai Binh Viet Nam Institute of Policy and Strategy for Agriculture and Rural Development Ha Noi Viet Nam

The research analyzes the factors affecting the tourists’ decision to visit agricultural farms in Thai Nguyen province. Three hundred tourists from 10 agritourism farms were surveyed, and the results showed that there are five factors affecting the decision of tourists in order of importance, including: “Motivation to travel” has the greatest influence with the coefficient β = 0.290, followed by “Destination image” with the coefficient β = 0.288, the factor “Destination information” with the coefficient β = 0.247 and the group “Other motives” with the coefficient β = 0.229. The factor group, “Infrastructure of the destination”, has the lowest influence with the coefficient β = 0.166. Therefore, solutions to promote the development of agricultural tourism in Thai Nguyen need to pay attention and guide people to cultivate organically, preserve the environment and natural landscape, and create unique experiences for visitors. Authorities, local people, and travel agencies need to have seminars, develop specific agricultural tourism products, and apply information technology in advertising destination images to tourists.

关键词： agritourism Tourism Motivation Destination Choice Influencing Factors agritourism farm Destination Image

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