Factors Influencing Tourists’ Choice of Ecotourism Destinations in Thanh Hoa Province

This study examines the factors influencing tourists’ choice of ecotourism destinations in Thanh Hoa Province, Vietnam. Drawing on destination-choice theory and tourism consumer-behavior literature, the proposed research model includes seven determinants: destination image, tourism resources, infrastructure and services, travel cost, communication, social influence, and safety. Data were collected from 268 valid questionnaires completed by tourists who had visited, were visiting, or were interested in ecotourism destinations in Thanh Hoa. The data were analyzed using descriptive statistics, Cronbach’s alpha reliability testing, exploratory factor analysis, Pearson correlation analysis, and multiple linear regression. The results show that the model explains 52.82% of the variance in destination-choice decisions. Among the seven tested factors, safety has the strongest positive and statistically significant effect, followed by social influence. Destination image, tourism resources, infrastructure and services, travel cost, and communication do not show statistically significant direct effects in the regression model. Based on these findings, the paper proposes managerial implications for strengthening perceived safety, leveraging positive social influence, and promoting sustainable ecotourism development in Thanh Hoa.