Abstract

• This study was conducted with the objective of identifying the determinants that shape domestic tourists' preferences for Bagan, Myanmar. The research focused on delving into the varying degrees of importance that domestic tourists attributed to the physical and cultural aspects of the destination, as well as the interpersonal, status and prestige motivators, and the influence of word of mouth and group dynamics within their social circles. A total of 212 representative data was collected through questionnaire surveys from a sample of domestic tourists who had visited to Bagan during the period of 2021 to 2023. Due to the outbreak, visitor preferences and behaviors have completely changed, making an in-depth investigation of the dynamic factors impacting domestic tourism in Bagan region is required. Moreover, the absence of significant and up-to-date research associated to this particular setting highlights the necessity of thorough investigation. The finding from this research show that psychological factors such as physical motivators of a destination show significant influences in preferences for Bagan destination but some factors like word of mouth, group influences show a slightly difference gender of domestic travelers.