MOTIVATIONS FOR CULTURAL EXPERIENCE AMONG YOUNG TOURISTS IN LAM DONG IN THE CONTEXT OF DIGITAL TRANSFORMATION

Abstract

This paper explored the motivations behind cultural tourism experiences of young visitors in Lâm Đồng and analyzes the relationship between expectations formed in digital spaces and actual on-site experiences. Using in-depth interviews with young tourists and digital ethnography of cultural tourism content on social media, the study identified four main motivational factors: exploring local identity, seeking emotional experiences, expressing uniqueness, and sharing experiences online. The research also highlighted a significant gap between digital expectations and the current state of cultural tourism products in Lâm Đồng, suggesting implications for personalized and interactive cultural tourism development in the digital era.