Research on factors affecting brand awareness of natural heritage tourism destinations and tourists' intention to choose Trang An scenic landscape complex

• Hien Ngoc Hoang ^[1] ; Tuan Le Anh ; Nguyen Nguyen Hanh
  1. [1] Ho Chi Minh City University of Industry and Trade
• Localización: Revista Turismo & Desenvolvimento, ISSN 1645-9261, Nº. 48, 2025, págs. 148-171
• Idioma: inglés
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• Resumen

  • This study examines the factors influencing brand recognition and the intention to choose the Trang An Scenic Landscape Complex as a destination. This UNESCO World Heritage site is renowned for its unique cultural, historical, and natural significance in Vietnam. Trang An has become a prominent tourist destination with its intricate karst landscapes, ancient temples, and rich historical heritage. It faces the dual challenge of preserving its heritage while promoting sustainable tourism. The research seeks to understand how these dynamics shape tourists’ brand perceptions and intention to choose heritage destinations. Data for the study was collected from January to Aprilof2024 through a structured survey, yielding 385 responses from domestic tourists visiting Trang An. By combining exploratory factor analysis and multiple regression analysis, the study identifies key determinants of brand recognition and their impact on tourists' destination choices. The findings reveal that visitor experience is the most influential factor, emphasising the importance of high-quality services, including transportation, accommodations, dining, and guided tours by local experts. Communication efforts, particularly through social media and digital platforms, are the second most impactful factor, enhancing brand recognition by reaching broade audiences and providing engaging content. Natural beauty also plays a crucial role, underscoring the importance of preserving the site's scenic landscapes. Practical implications highlight the need to strengthen communication capabilities, design targeted marketing campaigns, preserve Trang An's historical and natural attributes, and enhance the quality of tourist experiences. The study also addresses the tension between heritage conservation and tourism promotion, emphasising the importance of collaborative management involving stakeholders such as local communities, businesses, and tourists to ensure the sustainable development of this heritage destination