A Study On Influencing Factors Of Chinese Tourists’ Travel To Vietnam

Da Lat,the capital city of Lam Dong Province,is located in the central highlands of central Vietnam,and is one of the country’s key tourist destination with numerous tourism resources including both natural and historical heritages.Additionally,the climate and natural landscape of the city makes it become a great tourism potentiality.Tourism has been proved to play an important role in the development of the city.The ongoing expansion of tourism and economic development between China and Vietnam together with the cultural similarity and some other factors such as border sharing,low cost,and so on have attracted more and more Chinese holiday makers choose Vietnam as their destinations.However,there has been a lack of the researches conducted focusing on the Chinese tourists,especially on the consumption behavior of Chinese tourists,which are of great significant to promote the development of Vietnam’s inbound tourism market.This makes the study on this field is vital.The study employed quantitative methodology,applying Theory of Planned Behavior(TPB)and Cognitive-Behaviour-Attitude(ABC)Model on the Chinese tourists in Da Lat City.The research also adds more evaluation variables of destination image cognition and online comments,and build a model of the influence factors of Chinese tourists traveling to Vietnam.A total of 500 questionnaires were distributed,and 478 questionnaires were received,accounting for rate of 95.6% of the return rate.A number of 441 questionnaires were used for analysis,implementing statistical software(SPSS21,AMOS21)aiming at searching for factors affecting the intention of tourists to participate in tourism consumption behavior by using structural equation model(SEM).The findings show that there is a positive relationship between variables such as behavior attitude,subjective norm,perception behavior control,evaluation of online comments and tourism behavior intention,as shown in subjective norm,behavior attitude,perceptual behavior control.Furthermore,the evaluation of online comments has shown to have a significant positive effect on behavior intention.