Factors affecting the attractiveness of a rural tourism destination – The case of Phong Dien district, Can Tho city, Vietnam
The attractiveness of a destination is a significant perception in the field of tourism. Rural tourism is regarded as one of the emerging trends in tourism development in developing countries. The primary objective of this study is to analyze the factors influencing the attractiveness of a rural tourism destination. Utilizing various quantitative analysis methods on data collected from a survey of 120 tourists, the findings indicate that the attractiveness of a rural tourism destination has a positive relationship with security and safety, tourism services, tourism resources, pricing of services, human resources in tourism, and tourism infrastructure. The results expand the body of knowledge regarding the attractiveness of rural tourism destinations and provide practical implications that are crucial for enhancing destination appeal.
KEYWORDS: Rural tourism, tourists, destination, attractiveness, Vietnam
