Social media's impact on Zoomers generation (Gen Z) tourists’ travel intention in Vietnam

Abstract

The purpose of this quantitative research is to identify the effect of social media on Zoomers generation (Gen Z) tourists' travel intention in Vietnam. An online questionnaire survey of a total of 218 samples was conducted with the nationwide participation of Gen Z. Exploratory factor analysis and multiple linear regression model are used. The study finds that four social media factors positively affect the travel intention of Gen Z tourists in Vietnam, in descending order “Information quality”, “Advertisement on social media”, “Word-of-mouth on social media”, and “Usefulness of information”. The findings serve to provide important information for state management agencies in tourism and tourism-related enterprises to develop solutions to increase generation Z's travel needs in Vietnam through social media in the near future.