Choosing an ecotourism destination is essential in tourism consumption behaviour. Research on the factors influencing destination choice decisions is necessary for a market receiving tourists because it provides an objective view of what tourists seek in destinations. The study aims to build a model and identify factors influencing choosing an ecotourism destination. Research data was collected in the Mekong Delta, Vietnam. In the questionnaire survey, 1000 visitors answered the questionnaire directly. The data collection process takes place from February to April 2024. The research method used is empirical testing, which includes data descriptive statistics, scale testing, analysis of the appropriateness of the measures factors, and structure testing researched by SPSS 20 and AMOS 24 software. The study’s findings include six factors influencing the decision to choose an ecotourism destination: natural and unique environment, environmental protection, local culture, experiential activities, safety and comfort, and prices and costs. From the study’s findings, several topics are discussed regarding developing ecotourism programs that focus on exploring and experiencing the beauty of nature. It is recommended that localities should create tourism programs and promote tourist destinations to develop sustainable ecotourism that brings dual benefits to both the local community and tourists.