This study aims to identify factors influencing tourists’ decision to choose ecotourism in Hai Phong city. Data were collected from 675 visitors and analyzed using multivariate regression. The results show that six factors have a positive and significant impact on ecotourism choices, including destination image, motivation for ecotourism, perceived value, environmental attitude, ecotourism knowledge, and social influence. Among these, motivation for ecotourism and destination image are the strongest predictors. The research contributes to the theory of sustainable tourism behavior and provides important implications for destination management, particularly in enhancing destination image, designing natural experiences, increasing perceived value, and promoting green communication to develop sustainable ecotourism in Hai Phong.
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