International Journal of Research and Review Vol.7; Issue: 12; December 2020 Website: www.ijrrjournal.com Research Paper E-ISSN: 2349-9788; P-ISSN: 2454-2237 International Journal of Research and Review (ijrrjournal.com) 438 Vol.7; Issue: 12; December 2020 Destination Attractiveness Impact Novelty-Seeking Motivation and Satisfaction of Tourists with Eco- Tourism in an Binh Islet, Vinh Long Province Bui Van Trinh 1 , Nguyen Quoc Nghi 1 , Nguyen Thi Tu Trinh 1 1 Can Tho University, Vietnam Corresponding Author: Nguyen Quoc Nghi ABSTRACT Applying structural equation modeling, the study has shown that the attractiveness of An Binh islet has a positive influence on the novelty-seeking motivation, thereby positively impacts tourists' satisfaction with eco-tourism in An Binh islet, Vinh Long Province. Some policy suggestions have been proposed to motivate the novelty- seeking of visitors for eco-tourism in An Binh islet, Vinh Long Province Keywords: attractiveness, novelty-seeking, satisfaction, eco-tourism. 1. INTRODUCTION In the context of urbanization, eco- tourism has become a very popular type of tourism for both domestic and foreign tourists. Vinh Long is a land that has great potentials for eco-tourism development. For a long time, An Binh islet has been a popular eco-tourism destination. Arriving at An Binh islet, visitors can take a dinghy to go through the canals to visit fruit-laden orchards on both sides of the river; or ride a bicycle on tree-lined roads and enjoy the peace and freshness. At An Binh islet, the local people take the advantages of canals and orchards to develop tourist sites and homestay services. Owning a lot of tourism resources has revealed that An Binh islet is "redundant" to develop eco-tourism. Therefore, this study was conducted to prove the impact of destination attractiveness on the motivation to seek novelty and tourist satisfaction with eco- tourism in An Binh islet. Since then, several policies were suggested to enhance tourists' motivation as well as the attractiveness of eco-tourism in An Binh islet. 2. RESEARCH METHODOLOGY 2.1 Research hypotheses Many studies have demonstrated a positive relationship between the attractiveness of destinations and the motivation to seek the novelty of visitors (Kassean and Gassita, 2013; Kim and Brown, 2012). Besides, scientists have pointed out the positive impact of the novelty-seeking on tourist satisfaction (Assaker et al., 2011; Jang and Feng, 2007). Based on the literature review, research hypotheses H1 and H2 have been proposed. Hypothesis H1: The attractiveness of destinations positively affects the novelty- seeking motivation of visitors. Hypothesis H2: Novelty-seeking motivation positively impacts tourist satisfaction. Figure 1: Proposed research model Novelty seeking H2+ H1+ Destination attractiveness Tourist satisfaction