The influence of social media on domestic tourists' intention to choose Nha Trang as a destination

Abstract

The study analyzes the influence of social media on domestic tourists' intention to choose Nha Trang as a tourist destination; thereby, proposing managerial implications to attract tourists to Nha Trang. Questionnaire survey administered to 328 tourists in Vietnam from March to May 2024 in two forms: direct and online. The analysis results indicate that there are three factors affecting tourists' intention to choose a tourist destination, including information quality, information usefulness and word of mouth on social networks. In addition, the advertising factor on social networks does not affect tourists' intention to choose a destination, which is contrary to many previous studies. Therefore, this study provides a new perspective on social media factors in influencing tourists' intention to choose a tourist destination.