Abstract

• This study investigates the pull factors influencing domestic tourists' choice of Ngwe Saung, Myanmar's coastal gem, as their destination. Employing a case study approach and quantitative methods, the research explores the interplay between various pull factors, including general services, landscape, visiting price, safety, local people's attitude, accessibility, and word-of-mouth, and their influence on destination choice. By analyzing the data from 100 domestic tourists, the study aims to identify the pull factors that motivate domestic tourists to visit Ngwe Saung and to determine which pull factors have the strongest influence on destination choice. This study contributes to the broader understanding of tourist destination choices within the evolving tourism landscape of Myanmar.