Tóm tắt:

The author conducted a survey of 250 domestic tourists visiting Hoi An from March 2023 to April 2023. After processing, the research team found 4 factors that affect domestic tourists' choice of Hoi An as a destination, including: travel motivation, travel attitude, travel experience and destination characteristics. On that basis, the article also proposes solution orientations to help attract domestic tourists to Hoi An in the future.