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has been cited by the following article:

• TITLE: Influencing Factors on Customers’ Decision to Visit Agritourism Farms: A Case Study in Viet Nam

  AUTHORS: Nguyen The Hai, Nguyen Van Song, Vu Thi Thanh Thuy, Nguyen The Huan, Nguyen Van Luong, Hoang Vu Quang

  KEYWORDS: Agritourism, Tourism Motivation, Destination Choice, Influencing Factors, Agritourism Farm, Destination Image

  JOURNAL NAME: Agricultural Sciences, Vol.13 No.4, April 22, 2022

  ABSTRACT: 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.