FACTORS AFFECTING TOURISTS’ DECISION TO CHOOSE HOMESTAY IN BEN TRE PROVINCE

Abstract

This research aims to define factors affecting tourists’ decision to choose homestay in Ben Tre Province based on a combination of qualitative and quantitative research methods. Qualitative research was conducted through group discussions with experts. Quantitative research was conducted through direct interviews with tourists at homestay destinations in Ben Tre Province. The research results show that there are nine factors affecting the decision to choose Homestay of the tourists in Ben Tre province, including (1) Accommodation and amenities, (2) Food and beverage, (3) Safety and Security, (4) Hospitality of homestay host and family members, (5) Homestay programs, (6) Natural resources and the environment, (7) Cultural heritage and livelihood, (8) Homestay operation and management, (9) Marketing communication and promotion. From the results, this research suggests some managerial implications to improve the decision to choose Homestay tourism of tourists in Ben Tre Province.