Factors influencing domestic tourists’ choice of homestay as accommodation during visit to Binh Dinh province
Abstract
The study aim s to measure factors lead ing to the intention of domestic tourist s to choose homestay as accommodation during their visit to Binh Dinh province through a survey of 200 participants . Quantitative research was performed following the order of reliability analysis of the scale, exploratory factor analysis and multiple regression analysis using SPSS 20.0. The results reveal five factors affecting domestic tourists’ choice of homestay in the order of importance as (1) homely asmostphere, (2) local culture, (3) value for money, (4) guest-host relationship , and (5) service quality. T he study then proposes some solutions for organisations and business es in the homestay sector to develop domestic tourists’choice of homestay when travelling to Binh Dinh.