THE ROLE OF FACEBOOK IN THE TRAVEL PROCESS OF GENERATION Z TOURISTS

Abstract

Facebook is one of the popular social networks in Vietnam. Understanding the role of Facebook in the tourist process of tourists will help tourist destinations as well as tourism business have appropriate orientations in communication activities to attract tourists. Therefore, this study focuses on analyzing the role of Facebook in the 5 stages of the travel process. Through the survey results of 486 visitors, it can be seen that Facebook had a very high role in the sharing stage, followed by the experience stage and the dream stage. However, in the planning and booking stages, the role of Facebook was only assessed at medium and low levels. In addition, the role of Facebook at different stages also varies by gender and age. Female travelers appreciated Facebook's role more than male travelers at the booking, experience and sharing stages. Travelers between the ages of 19 and 22 appreciated Facebook's role more than other age groups at all five stages of the travel process.