Tailoring tourism strategies: Exploring the role of demographics in shaping domestic tourists' perceptions: The case of domestic tourists in Da Nang City, Vietnam

Tourism is a crucial economic driver for Vietnam, particularly in Da Nang, where it significantly contributes to local economic growth and employment. Despite its strong tourism infrastructure, only 58 % of domestic tourists return to the city, indicating a need for strategies to improve tourist retention. The primary objective of this study is specifically focus on how variations in demographic characteristics shape perceptions of four constructs including destination image, perceived value, psychological well-being, and behavioral intention among domestic tourists. The data was collected from 409 domestic tourists who visited Da Nang in the past three years. The results indicate that gender, age, educational background, visit frequency, and income significantly influence all the four constructs. Whereas, marital status and occupation have a more limited impact, primarily affecting Destination Image construct and Money Value factor in perceived value construct. These findings highlight the importance of tailoring tourism development policies to the specific needs and preferences of different demographic segments. The study provides a robust foundation for the development of strategic initiatives aimed at attracting and retaining domestic tourists, ensuring the sustained vitality of the city's tourism sector. 1. Tailor tourism offerings to the specific preferences and needs of different demographic groups can significantly improve tourist's psychological well-being. repeat visits and positive word-of-mouth recommendations. 2. Tourism managers should design and promote a diverse range of activities that cater to the age-related preferences of their target audiences to ensure that both young and older tourists find experiences that resonate with their interests. 3. Affordable yet high-quality services can ensure a positive experience for tourists, and foster their satisfaction and potential loyalty to the destination. 4. Tourism managers should consider developing and promoting educational tours, workshops, and cultural experiences that highlight the intellectual and cultural depth of the destination. 5. To ensure high standards in hospitality, safety, and customer service will enhance tourists' Perceived Value and strengthen the destination's image. 6. Regularly soliciting feedback from tourists and acting upon it helps to continuous improvement and responsiveness to tourist needs.