The Impact of Social Media Content on Tourists' Destination Choice Decisions: A Case Study of Ho Chi Minh City

Abstract

Social media has become a crucial factor in shaping tourist behavior in the digital age. This study investigates the impact of social media content—specifically tour-operator-generated content (TOC) and user-generated content (UGC)—on tourists' destination choice decisions, using Ho Chi Minh City as a case study. Data were collected from 314 tourists through direct surveys using a convenience sampling method. Structural Equation Modeling (SEM) results reveal that both TOC and UGC significantly influence tourists' cognitive and affective perceptions of the destination. These perceptions, in turn, shape an overall positive destination image and directly impact destination choice decisions. The study also highlights the mediating role of cognitive and affective destination perceptions in reinforcing the effect of social media content on tourists’ decision-making.