Abstract

This study aims to identify and evaluate the key factors affecting the development of ecotourism in Can Tho City, which is the economic, cultural, and transportation hub of the Mekong Delta region, Vietnam. With its characteristic riverine ecosystem, rich cultural heritage, and favorable geographical location, Can Tho possesses great potential for sustainable ecotourism development. However, the city still faces numerous challenges such as underdeveloped infrastructure, environmental pollution, limited human resource quality, and a lack of empirical and systematic studies on influencing factors, which hinders the formulation of effective development policies for this tourism sector. Based on a theoretical foundation derived from both domestic and international studies, this research proposes a model comprising six main factors influencing ecotourism development: (1) Infrastructure and Support Services, (2) Reasonable Service Prices, (3) Quality of Human Resources, (4) Safety and Security, (5) Technical facilities, and (6) Natural Environment. The research hypotheses were constructed to examine the relationship between each factor and ecotourism development. The survey data were collected from 211 domestic tourists at ecotourism destinations in Can Tho City between April and July 2024. The analytical methods used include Cronbach’s Alpha reliability testing, Exploratory Factor Analysis and multiple linear regression analysis. The research results reveal that all six factors have statistically significant and positive impacts on ecotourism development. Among them, the Natural Environment has the strongest influence, followed by the Quality of Human Resources and Reasonable Service Prices. The remaining factors - Infrastructure and Support Services, Safety and security, and technical facilities - also contribute positively but with relatively lower influence. Based on the findings, the study proposes several managerial implications, including: enhancing environmental protection and promoting the integration of agriculture and ecotourism; investing in capacity-building, service skills, and professional attitudes for tourism personnel; adjusting and monitoring service pricing to ensure fairness and competitiveness; improving infrastructure and transportation systems; and ensuring safety and public order at ecotourism sites. These recommendations aim to provide strategic directions for sustainable ecotourism development and to enhance the position of Can Tho City as a key ecotourism destination both regionally and nationally.