NGHIÊN CỨU CÁC YẾU TỐ ẢNH HƯỞNG ĐẾN QUYẾT ĐỊNH MUA HÀNG LƯU NIỆM THỦ CÔNG MỸ NGHỆ CỦA KHÁCH DU LỊCH ĐI LẺ TẠI THÀNH PHỐ ĐÀ NẴNG

Abstract

Tourism activities often come with the need to buy souvenirs, and this is considered an important part of the tourist experience, especially for independent travelers. This study focuses on exploring the factors affecting the purchasing behavior of handicraft souvenirs of individual tourists when visiting Da Nang city, thereby proposing solutions to promote the development of this type of unique product. The research process was conducted from October 2024 to March 2025, with data collection methods mainly through questionnaire surveys. The survey sample included 300 individual tourists, aged 18 to 65, who were visiting Da Nang during the research period. The analysis results showed that there were 5 groups of factors affecting tourists' purchasing decisions, including: product, price, emotional value, reference group, and distribution channel. Of these, the three factors that have the most significant influence on shopping behavior are: product (β = 0,314), emotional value (β = 0,308) and product price (β = -0,298). From these findings, the study aims to provide strategic recommendations for businesses selling handmade souvenirs in Da Nang, in order to increase the ability to attract individual tourists, while promoting sustainable business development and integration with local culture.