Analysis of impacts of social media on domestic tourists’ travel intentions in Vietnam

Abstract

The use of social media to search for information has changed tourists’ travel planning behavior. This behavior can stimulate their future travel intentions. The purpose of this study is to analyze the influence of social media factors on the travel intentions of domestic tourists in Vietnam. Experimental data were collected (n = 427) using an online survey. Data were analyzed using descriptive statistics, scale reliability, exploratory factor analysis, and linear regression analysis. The results reveal four social media factors affecting domestic tourists’ travel intention, in descending order “e-WOM”, “Quality of information”, “Usefulness of information” and “Advertising on social media”. These findings can provide basic data for tourism businesses to attract Vietnamese tourists through social media sites.