Numerous studies have focused on the impact of social media on tourists decisionmaking regarding their travel destinations. These investigations shed light on how social media plays a part in shaping these choices. It has been found that social media platforms are frequently utilized for destination selection by people from various countries and cultural backgrounds. Social media not only aids in the decisionmaking process but also significantly influences the refining of options in tourists preliminary destination lists. The extent of this influence, however, tends to be minimal to very low. Additionally, some research suggests that social media more often reinforces tourists preexisting decisions, helping to alleviate doubts rather than being a primary factor in making the choice (Bakr Ali, 2013; Cox et al., 2009; Fotis et al., 2011).While these studies have provided insights, they often focused on a limited number of social media platforms, specific market segments, and single destinations (Simms, 2012). This narrow scope has restricted the depth of understanding regarding the influence of social media on tourist destination choices, thereby limiting the applicability of these findings to other scenarios. Since destination choices are influenced by a variety of factors and occur in diverse contexts, its crucial to investigate the situations where social media exerts more significant influence (Cheah, 2017 Lim, Ramayah, Teoh). This leads to several key questions. First, does the emphasis on a particular destination, as seen in most studies, hinder the ability to identify and comprehend broader influences? In some cases, the preexisting connection of respondents to a destination might overshadow any potential influence from social media or other channels (Namkung Kang, 2016). Second, is the concentration on certain social media platforms limiting the understanding of their potential roles in comparison to other platforms or channels? Considering that tourists decisions are often influenced by a variety of sources and channels (Xiang et al., 2018), focusing solely on one or two platforms might not fully capture the overall significance and combined effect of multiple interactions. Therefore, the context in which social media is used is vital to grasp its role in shaping tourists destination choices (Lee et al., 2018; Marder et al., 2019). To summarize, tourists frequently turn to social media for gathering information and reducing postpurchase doubts. Yet, the context in which they make destination choices has often been either neglected or deliberately downplayed. Research on destination choice suggests that social medias impact likely varies based on the specific context of the decisionmaking process (as also discussed by Lee et al., 2018; Marder et al., 2019; McCabe et al., 2016). Therefore, this study aims to fill these identified gaps by empirically investigating how, when, and why certain contextual elements either enhance or diminish social medias influence on tourists decisions regarding destinations. The goal is to develop more effective and tailored solutions.
Social media influence on tourist destination choice
Numerous studies highlight the significant role of social media in shaping tourists' travel destination choices, revealing that individuals from diverse backgrounds frequently rely on these platforms for decision-making While social media aids in refining preliminary destination lists, its overall influence is often minimal, primarily reinforcing pre-existing decisions rather than serving as a primary factor Research has typically focused on a limited range of social media platforms and specific market segments, which restricts a comprehensive understanding of its impact on destination choices Given the complexity of factors influencing travel decisions, it is essential to explore contexts where social media may exert greater influence This raises questions about whether the focus on specific destinations in existing studies limits the identification of broader influences and whether respondents' prior connections to destinations overshadow potential social media effects.
Focusing exclusively on specific social media platforms may limit the understanding of their overall impact on tourists' destination choices, as tourists often rely on multiple sources for decision-making (Xiang et al., 2018) The context in which social media is utilized is crucial for comprehending its role in shaping these choices (Lee et al., 2018; Marder et al., 2019) While tourists frequently use social media to gather information and alleviate post-purchase doubts, the contextual factors influencing their decisions are often overlooked Research indicates that social media's influence varies depending on the decision-making context (Lee et al., 2018; Marder et al., 2019; McCabe et al., 2016) This study seeks to address these gaps by empirically exploring how contextual elements can either enhance or diminish social media's effect on tourists' destination decisions, ultimately aiming to create more effective and tailored solutions.
Social media communication and social media factors influencing travel intentions
Social Networking Service (SNS) communication, as defined by Haenlein & Kaplan (2010) and Chung & Koo (2015), encompasses a range of internet applications built on Web 2.0 technology that enable global users to create, share, and exchange user-generated content, ideas, and experiences This technology facilitates information searching, idea sharing, and advertising of products or services across various online platforms, including blogs, forums, and social media sites (Aichner & Jacob, 2015) As consumers increasingly utilize SNS media to gather information, their purchase intentions are significantly enhanced (Hajli, 2013) Consequently, businesses are leveraging multiple SNS platforms such as Twitter, Facebook, Instagram, and YouTube to engage with customers Recent research has also explored the influence of SNS on tourism, highlighting the effects of SNS influencers on travel intentions and the impact of SNS on destination branding (Prianthara 2020 & Jaya 2020; Tsai).
Research by Bui (2021) and Han and Chen (2021) highlights the significant influence of social word-of-mouth on the purchasing intentions for cruise tourism products, particularly among Generation Y social media users Studies in the tourism service industry focus on two main areas: tourism demand, which examines how social media affects travel intentions and planning, and tourism supply, which explores the use of social media as a marketing strategy Key factors impacting tourists' destination choices include social media advertising, the usefulness and quality of information, community engagement, accessibility, and perceived usefulness.
3 Research subject, study population, research scope
Research subject
The impact of social media on the intention to choose a destination of tourists: a case study of Gen Z in Ho Chi Minh City.
Study population
The study mainly focuses on Generation Z who are currently living in Ho ChiMinh City.
Research scope
Time range: from September 2023 to November 2023.
Space scope : in Ho Chi Minh City.
This study focuses on Generation Z and proposes a suitable development solution based on key factors: the impact of social media advertising, the perceived usefulness of information, and the quality of that information.
(4) communities on Social media, (5) accessibility and (6) perceived usefulness has a direct impact on the intention of tourists to choose a travel destination.
General objective
The research objective of the report is general and is based on measuring the influence of social networks on tourists' destination choice decisions through various factors.
Specific objective
Systematize the positive and negative impacts of technology, specifically social media, on tourists in the tourism market.
Measuring the current impact of social media on the market.
This article presents policy recommendations aimed at addressing the challenges and negative impacts of technology in the tourism sector By offering insights to regulatory agency leaders, it seeks to enhance their understanding of technology's application within the market The research is grounded in an objective analysis of the perspectives of 325 survey participants, ensuring that their personal opinions remain unbiased and do not sway the decisions of industry leaders or specialized agencies.
This research explores the perceptions and influences of technology's benefits and challenges within the modern tourism industry, focusing on factors such as gender, age, occupation, and domain Through in-depth inquiries, it aims to uncover how these demographic variables impact the adoption and effectiveness of technological advancements in tourism.
A hypothesis is a predictive generalization that remains untested for accuracy and can stem from intuition or imaginative ideas, serving as a foundation for research According to Mosher & Sirkin (1995), it articulates the potential relationships or effects between variables under investigation Essentially, a hypothesis forecasts the connections among multiple variables, with its validity evaluated through data analysis, which is structured around survey questions informed by previous research.
- What is the level of influence of social media influencers on tourists' destination choice intentions?
- Which factors on social media, such as user reviews, images, videos, or travel stories from other travelers, significantly impact tourists' destination choice intentions?
- In the context of the COVID-19 pandemic, does tourists' intention to choose a destination change and is it correlated with information on social media?
Research hypothesis
Data collection
Selecting the right research methodology is crucial for collecting relevant data and achieving research objectives, as highlighted by Kumar (2008) This approach facilitates effective data analysis and examines the relationships among various elements within the conceptual framework In this study, a quantitative research method was utilized.
Data for this research was obtained through two main sources:
Secondary data analysis entails gathering and analyzing information from existing studies and relevant government sources pertinent to the research topic This includes utilizing statistics from organizations such as the Department of Tourism, Vietnam National Administration of Tourism, the General Statistics Office of Vietnam, and the Department of Culture, alongside data from the World Tourism Organization.
The research survey focused on Gen Z individuals living and working in Ho Chi Minh City, utilizing Google Forms to collect quantitative data effectively.
Quantitative research
This survey targeted Generation Z individuals living and working in Ho Chi Minh City with tourism experience Data was collected through an online platform, specifically Google Forms, using quantitative research methods for analysis The findings aimed to validate the theoretical model.
To validate and ensure the reliability of the questionnaire, a pretest was conducted with 10 tourists in Ho Chi Minh City This pretest focused on identifying errors in the questionnaire and making adjustments based on feedback about survey duration, presentation, and question format After completing the pretest, the actual survey was implemented in three distinct phases.
This study focuses on selecting Generation Z participants in Ho Chi Minh City to explore their use of social media in choosing travel destinations The survey items were developed based on insights gathered from previous research.
The author utilized a Google Form to gather online responses, ensuring that participants could only submit answers once by monitoring their email addresses for each question.
Finally, the survey lasted for approximately two weeks from (September 28,
A total of 325 survey samples were collected from Generation Z tourists residing and working in Ho Chi Minh City, utilizing random sampling methods The survey achieved a balanced demographic, with 58.2% of participants identifying as male, totaling 189 respondents.
Sampling collection
The study will employ a non-probability convenience sampling method to select participants A 5-point Likert scale will be utilized, allowing responses from "strongly disagree" to "strongly agree." The factors being analyzed are multidimensional, whereas the constructs of tourist decision-making and trust are identified as unidimensional.
Designing a questionnaire
A questionnaire, as defined by Malhotra (2006), is a structured tool for collecting information tailored to specific research goals There are two main types of questionnaires: in-depth interviews and survey questionnaires To assess the impact of social media on destination selection among Gen Z tourists from Ho Chi Minh City, a survey questionnaire was distributed, consisting of two distinct sections.
The first part collects demographic information such as gender, age, education level, etc.
The second section focuses on the criteria for utilizing social media as a decision-making tool for destination selection Key factors include the effectiveness of social media advertising, the usefulness and quality of the information provided, the influence of online communities, and the overall intention to choose a specific destination.
All questions underwent a thorough review by experts to guarantee the suitability of the questionnaire Additionally, all items were sourced from prior research studies.
4 QC1 I referenced advertising on social media to make informed decisions.
QCC2 Advertisements related to travel on social media are always updated.
QC3 Advertisements related to travel on social media provide quality information.
QC4 Advertisements related to travel on social media are very interesting and appealing.
3 SH1 The travel content from SNS pages is useful for trip planning.
(SHI) SHI2 SNS pages help improve the quality of my trips.
SHI3 SNS pages help me have more convenient and easier trips.
4 CL1 SNS pages provide me with the information
I need in full CL2 The travel information on SNS is reliable.
CL3.The travel information on SNS is in line with reality.
CL4 The travel information on SNS is accurate.
Odusanya & et al., (2020) Hays & et al., (2017) Kim & et al., (2017)
4 TM1 I often refer to online travel reviews from other travelers to help choose an attractive destination.
TM2 When I travel to a destination, online travel reviews from other travelers make me confident about visiting that destination?.
TM3 I often read online travel reviews from other travelers to find out which destinations leave a good impression on others.
TM4 To ensure I make the right choice of destination, I often read online travel reviews from other travelers.
3 A1 Social media platforms allow me to access travel information readily
A2 Travel information is easily accessible through social media platforms.
A3 I can access travel information through social media platforms.
3 PU1.Social media is very helpful in my travels.
PU2 Social media enhance the quality of my trips.
PU3 Social media helps me have more convenient trips.
Muủoz-Leiva, HernándezMéndez, & Sánchez-Fernández, (2012)
3 YD1 I will travel to the destination mentioned on SNS.
YD2 I will prioritize traveling to destinations mentioned on SNS over other destinations met my expectations.
YD3 I will travel to destinations on SNS that
Methods to analyzing the data
Upon completing the survey, any incomplete data will be eliminated to maintain the integrity of the research findings The analysis will be conducted using SPSS 22 software, employing descriptive statistical methods This descriptive analysis will yield insights into participants' gender, age, and the highest level of education achieved.
Descriptive statistics serve to summarize and present the demographic characteristics of survey participants, focusing on key factors such as gender, age, education level, occupation, and region, all expressed as percentages (%).
The reliability of the scale is assessed to ensure its suitability for exploratory factor analysis, employing a method that evaluates both the scales and observed variables To compute Cronbach's Alpha, a minimum of three measurement items is required, with the coefficient ranging from 0 to 1 (Hoang Trong and Chu Nguyen Mong Ngoc, 2008b) Research indicates that a Cronbach's Alpha value between 0.8 and 1.0 signifies an excellent measurement scale, while a value from 0.7 to nearly 0.8 is deemed acceptable (Hoang & Chu).
In ensuring the reliability of measurement variables, it is crucial that the inter-item correlation coefficient is at least 0.3, as established by Nunnally and Bernstein (1994) and referenced by Nguyen Dinh Tho (2011) Following the reliability assessment of the scale, an exploratory factor analysis will be performed.
Exploratory Factor Analysis (EFA) is utilized to assess the validity of a scale after ensuring its reliability through the Cronbach's Alpha coefficient This process involves evaluating the reliability of each scale, identifying reliable scales, and removing any unreliable variables based on inter-item correlation coefficients.
The Kaiser-Meyer-Olkin (KMO) measure and Bartlett's test are essential for assessing the suitability of variables prior to conducting exploratory factor analysis Hoang & Chu (2008) indicate that if the Bartlett test yields a significance value greater than 0.05, it suggests that exploratory factor analysis is not appropriate This evaluation ensures the reliability of the variables under consideration.
According to Dinh Tho (2011), the Kaiser-Meyer-Olkin (KMO) measure of sampling adequacy categorizes values as follows: KMO ≥ 0.9 is excellent, KMO ≥ 0.8 is good, KMO ≥ 0.7 is acceptable, KMO ≥ 0.6 is marginal, KMO ≥ 0.5 is poor, and KMO < 0.5 is unacceptable Additionally, the Total Variance Explained should exceed 50% (Le Van Huy & Truong Tran Tram Anh, 2012) The number of factors is determined from the factor matrix table after rotation, and once identified, these influential factors are appropriately named.
Multiple linear regression analysis is employed to identify the factors that influence the travel intentions of Generation Z tourists in Vietnam, assessing the impact of various social media communication elements on their decision-making process.
To ensure the effectiveness of a linear regression model, several conditions must be met: the adjusted R-squared should range from 0 to 1 to prevent overestimating the model's goodness of fit (Hoang & Chu, 2008); the significance levels of the F-test and t-test must be less than or equal to 0.05; and the variance inflation factor (VIF) should be below 10 (Dinh, 2012) The linear regression equation is represented as YD = β0 + βQCQC + βSHISHI + βCLCL + βTMTM + εi, where YD indicates tourists' travel intentions, β0 is the constant, β represents the regression coefficients, and εi denotes the random error.
Multiple Group Analysis (PLS-MGA) is a widely used data analysis method for examining differences between groups of respondents, particularly through SMARTPLS software (Garson, 2016) In this analysis, we will focus on two key variables: gender and generation The process of analyzing data with PLS-MGA involves three essential steps to ensure accurate results.
Step 3: Equate means and variances.
Before proceeding with the three steps, it is essential to assess the group's measurement model, which includes evaluating metrics such as Average Variance Extracted (AVE), Cronbach's alpha, composite reliability, factor loadings, and the Heterotrait-Monotrait Ratio of Correlations (HTMT) Subsequently, the author will utilize the MICOM technique to calculate partial measurement invariance, encompassing Steps 1 and 2 of the process.
2) for each group Afterward, the author will examine variance values and test for equality of means in step 3 If the results of step 3 demonstrate that measurement invariance has been fully established, the Multiple Group Analysis (MGA) will be performed.
Research contribution
Theoretical contribution
Through this research report, it provides several significant positive implications for the development of the tourism industry towards sustainability in the future, such as:
Social media significantly influences the tourism industry by presenting both benefits and challenges Understanding these impacts enables stakeholders to recognize technological changes and advantages while addressing potential obstacles This knowledge is essential for businesses and authorities to formulate informed policies and make strategic decisions that will shape the future of tourism.
Social media is essential in modern life, significantly impacting customer experience This research highlights the importance of leveraging social media for effective information gathering and discovering travel destinations.
This research analyzes the impact of online advertising and online communities, focusing on factors such as report credibility, security, post quality, information search speed, trends, and authorship The findings propose strategies to improve post credibility and enhance user intention in choosing destinations It highlights the often-overlooked differences in social media accessibility from tourists' perspectives, particularly among Gen Z travelers The results aim to assist travel service providers and destination managers by offering insights into travelers' choices, facilitating the development of targeted social media marketing strategies for Gen Z Additionally, the authors recommend enhancing post quality through existing media channels to better meet tourists' demands and improve product quality and destination appeal.
Research Framework
This research investigates how online advertising on social media platforms, including Facebook, Instagram, and TikTok, affects Gen Z's destination choice in Ho Chi Minh City By examining the role of destination review websites and online communities, such as forums and chat rooms, the study aims to quantify social media's influence on this demographic's travel intentions.
Chapter 2 Situations and analyze empirical results.Chapter 3 Implications
THEORETICAL BACKGROUND
Tourist
As per Shaw & Williams (1994), a tourist is defined as an individual "who travels for a duration of 24 hours or longer in a country other than their habitual place of residence.”
The World Tourism Organization (2008) defines tourists as individuals who stay temporarily in a location away from their usual residence for at least 24 hours and up to one year, primarily for leisure or other non-work-related purposes.
According to Vietnam's 2017 tourism law, a tourist is defined as an individual who travels primarily for tourism purposes or for activities that include tourism, excluding those who travel for study or employment.
A tourist is defined as someone who spends time and money traveling away from their usual residence for entertainment and recreation, without the intention of earning income They typically stay for at least one night but less than 12 consecutive months Tourists are categorized into two main groups: domestic and international visitors, according to the Vietnam Tourism Law.
The definitions of "tourists" from both the UNWTO and Vietnam's tourism law cover the full scope of the term, prompting the authors to consistently apply these definitions throughout the study.
Destination Choice
At the macro level, the selection of a destination is characterized as the process of choosing one destination from various competitive alternatives (Crompton, 1992
Destination choice is a decision-making process significantly influenced by perception and the fulfillment of emotional and hedonic needs Research indicates that tourists are more likely to select a destination when their desires are adequately met.
& Crompton, 1992; Seddighi ) Hence, the capacity to influence the process of destination choice enhances the potential for a destination to generate profitability by drawing a larger number of tourists (Gartner, 1993).
Social media
Social media encompasses a variety of web-based platforms that facilitate user-generated content creation, including forums like Lonely Planet Thorn Tree, video sharing sites such as YouTube, image hosting services like Flickr, and social networking platforms like Facebook These platforms differ in their communication formats, offering both one-to-many and many-to-many interactions, and they exhibit diverse usage patterns.
2011) Moreover, the extent of online engagement on social media varies according to factors such as country of origin, age, and gender ( Dionysopoulou & Mylonakis,
User -generated content, commonly known as electronic word-of-mouth (eWOM), provides valuable opportunities for personalized information sharing The ability to customize content based on individual preferences, combined with the vast reach of social media, plays a crucial role in attracting tourists effectively.
Previous studies, such as those by Simms (2012), have primarily examined a limited range of social media platforms and focused on specific market segments and destinations, resulting in restricted insights into how social media impacts tourists' destination choices This limitation hinders the ability to generalize findings across diverse contexts, as destination decisions are shaped by various factors and unique circumstances Therefore, it is essential to investigate the contexts in which social media exerts a greater influence on destination selection compared to others, as highlighted by Cheah (2017) and Lim, Teoh, and Ramayah.
Online advertising(WOM)
Online advertising, also known as internet marketing or digital advertising, utilizes the internet to communicate marketing messages to consumers In the tourism sector, this approach, referred to as tourism marketing, focuses on sharing essential destination information with travelers through websites and social media platforms like Facebook, Instagram, and TikTok The primary goal is to quickly deliver valuable information to potential visitors, thereby enhancing their intention to select a destination by offering easy and immediate access to relevant details.
Word-of-Mouth (WOM) plays a crucial role in destination choice, representing any unpaid or solicited communication among consumers (Stern, 1994) This organic form of communication is highly trusted and significantly influences purchasing decisions, affecting both the source and content of information (Litvin et al., 2008) Across various industries, WOM is recognized as the most powerful factor in shaping consumer purchasing behavior (Allsop et al., 2007; Beck, 2007).
Online communities(e-WOM)
Online communities consist of individuals connected through platforms like forums and chat groups, sharing interests and engaging in discussions that influence customers' destination choices based on shared experiences Electronic Word-of-Mouth (eWOM) encompasses the sharing of opinions and feedback through digital channels such as social media, blogs, and online forums, facilitating user engagement regarding places, experiences, and products As a result, eWOM and social media are often seen as synonymous, both involving the creation and distribution of user-generated content Research indicates that eWOM has a comparable impact to traditional Word-of-Mouth, highlighting its significance in shaping consumer decisions.
EMPIRICAL RESULTS
Gender of the survey respondent
Table 2 1 Frequency Statistics of Gender Among Survey Respondents.
(Source: Author's data analysis results)
In a survey of 325 participants, 58.2% were male (189 individuals), indicating a greater interest among men in selecting travel destinations via social media Conversely, females accounted for 41.8% (136 individuals), highlighting their growing engagement with travel trends and the use of social media for destination choices.
Overall, the gender data reflects a trend where men are more inclined to use social media in choosing travel destinations.
Age of Survey Respondents
Table 2 2 Frequency Statistics of Respondents' Ages.
(Source: Author's data analysis results)
The 21-23 age group has the highest proportion with 41.2%, comprising 134 individuals This age group is characteristic of Generation Z, who are adept at using social media and often update themselves with the latest travel trends As a result, this group is easily influenced by information on social media when deciding on a destination Following this is the 24-27 age group, accounting for 28.3% (92 individuals) This group is also young but more independent in choosing travel destinations However, they still frequently use social media, so they are somewhat influenced Finally, the 18-20 age group has the lowest percentage of 30.5%, corresponding to 99 individuals This could be because they are more dependent on their families in choosing destinations.
Overall, the results show that social media has the strongest influence on the21-23 age group, young people from Generation Z who use social media regularly and proficiently.
Educational Level of Survey Respondents
The demographic analysis reveals that individuals with a high school education or lower make up the largest segment at 30.5% (99 individuals), primarily comprising students who are highly influenced by online travel trends Following this group, those with a college education account for 24.3% (79 individuals), possessing knowledge that enhances their ability to make independent travel decisions University-educated individuals represent 22.2% (72 individuals) and exhibit critical thinking skills, making them less susceptible to online influences when planning trips Lastly, the postgraduate group, although the smallest at 4.3% (14 individuals), demonstrates superior analytical skills and is largely unaffected by social media in their travel choices.
Table 2 3 Frequency Statistics of Educational Levels of Survey Respondents
Highest education level attained Frequency Percentage (%)
Occupation of Survey Participants
Survey data reveals a correlation between occupational status and educational attainment, with students representing the largest segment at 29.8% (97 individuals) This demographic is notably active on social media and highly susceptible to online travel trends.
Next is the business and trade group, accounting for 24.0% (78 people). Despite being busy with work, they still find time to search for destinations on social media.
The worker group comprises 23.1% (75 people) With the nature of their work, this group uses social media less and is thus less influenced when choosing a travel destination.
Finally, the group of civil servants makes up 20.0% (65 people) They are busy with work and have higher education levels, so they are less influenced by social media.
Therefore, people with busier jobs or higher education levels are less influenced by social media in deciding where to travel compared to other groups.
Table 2 4 Frequency Statistics of Occupations of Surveyed Individuals
Place of Residence of Survey Participants
Table 2 5 Frequency Statistics of the Residences of Surveyed Individuals
(Source: Author's data analysis results)
The data on the places of residence of the survey participants shows that the majority of the subjects come from the Southern region, accounting for 95.7% with
311 people This reflects that the research sample is primarily concentrated in the Southern region, including Ho Chi Minh City, the survey location.
Meanwhile, the number of people from the Northern and Central regions only accounts for 2.8% (9 people) and 1.5% (5 people), respectively These are two minority groups in the survey sample.
The Extent of Social Media Usage in Destination Selection by Survey Participants
Table 2 6 Frequency Statistics of the Extent of Social Media Usage for
Destination Selection by Surveyed Individuals
(Source: Author's data analysis results)
A significant majority of young people, with 47.7% using social media occasionally and 47.4% frequently, depend on online platforms to research travel destinations This trend highlights the critical role that social media plays in their travel planning, as only a small fraction, 4.9%, reports rarely using these platforms for this purpose.
Social media significantly influences young people's decision-making when choosing travel destinations, as travel-related content on these platforms profoundly impacts their selection behavior.
Time Spent Using Social Media for Destination Selection by Survey Participants
Table 2 7 Frequency Statistics of Time Spent Using Social Media for
Destination Selection by Surveyed Individuals
(Source: Author's data analysis results)
Recent analysis highlights the crucial role of social media in travel research, with 47.7% of young people dedicating 1-3 hours daily to gather travel information on these platforms.
Over 60% of young people spend significant time on social media to choose travel destinations, highlighting the importance of online platforms in their decision-making Conversely, only 39.1% of respondents dedicate less than an hour each day to this process.
Therefore, the substantial time that young people dedicate to searching for travel information on social media highlights their considerable reliance on these platforms.
Information Channels Used for Destination Selection by Survey Participants
Table 2 8 Frequency Statistics of Information Channels Used for Destination
Refer to the information channel Frequency Percentage (%)
(Source: Author's data analysis results)
Young people increasingly turn to social media for travel destination information, with 52.9% relying on platforms like Instagram and Facebook These accessible channels captivate their interest through vibrant images and videos, making them effective sources for travel inspiration.
21.8% use review websites like TripAdvisor to consult opinions and comments from previous travelers The remaining 21.2% rely on travel forums.
Thus, social media is the leading information channel chosen by young people.This indicates that what is shared in the online space can have a strong impact on their decisions.
2.1.9 Desires When choosing social media by Survey Participants
Table 2 9 Frequency Statistics of Desires When Choosing social media by
Expectations when choosing social media Frequency Percentage (%)
(Source: Author's data analysis results)
In Ho Chi Minh City, Gen Z predominantly uses social media for information sharing, with 24.6% prioritizing this goal This trend highlights their active engagement in content exchange Additionally, quick information retrieval (17.8%), easy accessibility (13.2%), and communication connections (13.2%) are also important benefits Overall, convenience, timeliness, and effective information exchange are key factors influencing young people's social media choices, showcasing the profound impact of these platforms on their behaviors and decisions.
Statistical Analysis of Descriptive Variables
After completing scale testing and both exploratory and confirmatory factor analyses, the author performs a descriptive statistical analysis to ensure that no observed variables are overlooked during the analytical process.
2.2.1 Advertising on Social media factor
Table 2 10 Descriptive Statistics of the Social Media Advertising Factor
QC Average value of the factor : 3,746
(Source: Author's data analysis results)
The research on the impact of social media advertising on destination choice intentions among Gen Z in Ho Chi Minh City reveals a significant relationship between these variables The average scores for the observed variables QC1, QC2, QC3, and QC4 are 3.73, 3.74, 3.75, and 3.77, respectively, with low standard deviations ranging from 0.051 to 0.055, indicating a consensus among respondents The overall average factor score of 3.746 suggests that a majority believe social media advertising plays a crucial role in the travel destination decision-making process for young people Thus, it is evident that social media advertising is a key influence on the travel choices of Gen Z.
Table 2 11 The results of statistical analysis describe the usefulness factor of information.
Usefulness of information Minimum value
SHI Average value of the factor : 3,745
(Source: Author's data analysis results)
The study on the impact of social media on Gen Z's travel decisions in Ho Chi Minh City highlights the significant role of the "Usefulness of Information" factor The average scores for the observed variables SHI1, SHI2, and SHI3 are 3.75, 3.74, and 3.75, respectively, with standard deviations of 0.859, 0.870, and 0.807 The overall average of 3.745 suggests that most respondents agree that useful information on social media influences their travel destination choices Despite a higher standard deviation than some other factors, the results indicate a consensus among evaluations, confirming that useful information is a crucial factor affecting the travel decisions of young people.
Table 2 12 Statistical results describe information quality factors
CL Average value of the factor : 3,618
(Source: Author's data analysis results)
The descriptive statistical analysis of the "Information Quality" factor reveals its significant impact on Gen Z's travel destination choices in Ho Chi Minh City The observed variables CL1, CL2, CL3, and CL4 show average values of 3.58, 3.65, 3.62, and 3.63, with standard deviations of 0.955, 0.959, 0.941, and 0.930, respectively With an overall average of 3.618, it is evident that most respondents believe that social media information quality plays a crucial role in shaping young people's travel decisions The relatively high standard deviation indicates varied evaluations, underscoring the importance of information quality in influencing the travel choices of the study participants.
2.2.4 Communities on Social media factor
Table 2 13 Statistical results describing community factors on social networks
TM Average value of the factor : 3,548
(Source: Author's data analysis results)
The observed variables TM1, TM2, TM3, and TM4 show average values of 3.53, 3.56, 3.60, and 3.50, with standard deviations of 0.944, 0.982, 0.933, and 1.005, respectively The overall average of 3.548 suggests a consensus among respondents that online communities significantly influence the travel decisions of young people.
Table 2 14 Statistical results describe the accessibility factor
A Average value of the factor : 3,423
(Source: Author's data analysis results)
The observed variables A1, A2, and A3 have average values of 3.40, 3.43, and 3.43, with standard deviations of 1.066, 1.060, and 1.054, respectively The overall average factor of 3.423 suggests that respondents generally agree that the accessibility of information on social media significantly influences their travel decisions.
Table 2 15 The statistical results describing cognitive factors are very useful
PU Average value of the factor : 3,836
(Source: Author's data analysis results)
The study on the impact of social media on Gen Z's travel destination choices in Ho Chi Minh City reveals that the factor "Perceived as Very Useful" plays a moderate role in influencing travel decisions The average values for the observed variables PU1, PU2, and PU3 are 3.84, 3.84, and 3.82, respectively, with standard deviations of 0.776, 0.795, and 0.793 With an overall average of 3.836, it is evident that a significant segment of respondents acknowledges the influence of social media's perceived usefulness on their travel choices.
2.2.7 Intention to choose destination factor
Table 2 16 Results of statistical analysis describing travel intention factors
YD Average value of the factor : 4,096
(Source: Author's data analysis results)
The average values for the observed variables YD1, YD2, and YD3 are 4.09, 4.12, and 4.08, respectively, with standard deviations of 0.728, 0.714, and 0.774 The overall average factor score of 4.096 suggests a strong consensus among respondents that social media significantly influences travel intentions The low standard deviations further indicate agreement in this assessment, highlighting social media as a crucial factor in the research.
2.3 Reliability Testing of the Scale
The Cronbach's Alpha coefficient is a key measure for assessing the reliability of a scale, particularly when it includes at least three observed variables (Hair et al., 2016) This coefficient ranges from 0 to 1, with higher values reflecting increased reliability (Nguyen Dinh Tho & Nguyen Thi Mai Trang, 2007) However, a Cronbach's Alpha above 0.95 may indicate potential multicollinearity issues Generally, observed variables with a total variable correlation coefficient over 0.3 and a Cronbach's Alpha above 0.6 are deemed reliable (Nunnally, 1994) Guidelines from Hoang & Chu (2005) suggest that a Cronbach's Alpha between 0.7 and 0.8 signifies a good scale, while values from 0.8 to nearly 1 indicate a very good scale.
The author evaluates the reliability of the scale by computing Cronbach's Alpha for each set of observed variables, which are influenced by different factors The results of this analysis are summarized in the following table.
Table 2 17 Summary of results of assessment of scale reliability
Coefficient of correlation of total variables
Cronbach's Alpha if variables are eliminated
Coefficient of correlation of total variables
Cronbach's Alpha if variables are eliminated Social media
Coefficient of correlation of total variables
Cronbach's Alpha if variables are eliminated
(Source: Author's data analysis results)
The analysis of Cronbach's Alpha reliability for the scales in the study on social media's impact on young people's travel destination choices reveals that all factors have values exceeding 0.8, indicating high reliability Notably, factors related to advertising, community, information quality, and accessibility on social media demonstrate exceptional reliability with Cronbach's Alpha values above 0.9 Additionally, the total variable correlation coefficient for all variables is above 0.3, suggesting strong internal consistency This reliability of the scales establishes a robust foundation for further analyses aimed at testing the research hypotheses regarding the relationship between social media and young people's travel destination choice intentions.
Exploratory Factor Analysis (EFA) is a statistical technique defined by Hair and colleagues (2016) that evaluates the discriminant and convergent values of a scale This method condenses a complex set of interrelated measurement variables into a smaller, more interpretable set of factors, preserving the majority of the original information while enhancing clarity and meaning.
For the EFA analysis, the author uses the Principal Components method for Extraction, the Varimax method for matrix rotation, and selects values greater than or equal to 0.5.
The author conducted a thorough analysis, retaining all 20 observed variables throughout the process The results of this analysis are presented in detailed tables.
Table 2 18 Results of EFA analysis of independent variables
Kaiser-Meyer-Olkin measures the adequacy of sampling 0,899 Bartlett's Test
(Source: Author's data analysis results)
The result of the Bartlett’s test is 0.899 > 0.6; with a significance level Sig.
The analysis reveals a significance level of 0.000 < 0.05, indicating no correlation among the observed variables in the dataset, which confirms its suitability for factor analysis From the 18 observed variables, five factors were extracted based on Eigenvalues greater than 1, collectively explaining 85.454% of the variance, significantly exceeding the 50% threshold This demonstrates that the identified five factors effectively account for the majority of the variability in the 18 observed variables.
Table 2 19 Independent variable rotation matrix results
(Source: Author's data analysis results)
The results table shows that all factor loading coefficients exceed the threshold of 0.5, indicating that all variables in the observed model are significant Following reliability testing and re-validation, the selected scales have proven to meet the necessary criteria for reliability and validity, making them suitable for further analyses.
Similarly, for the 3 observed variables corresponding to the mediating factor, the results table is as follows
Table 2 20 Results of EFA analysis of intermediate variables
Kaiser-Meyer-Olkin measures the adequacy of sampling 0,736
Bartlett's Test Chi-square range 450,893 df 3
(Source: Author's data analysis results)
Testing the model's reliability using the Bootstrap method
The author utilized Bootstrap testing to validate the model, emphasizing the need for independent datasets and a relatively large sample size for the final model (Pham Duc Ky and Bui Nguyen Hung, 2007) Bootstrap, a resampling technique, treats the original sample as the "crowd sample" (Schumacker and Lomax, 1996) to estimate model parameters By averaging results from multiple samples, the reliability of the model estimates can be assessed through the similarity between the original estimates and the Bootstrap-derived mean value, with smaller differences indicating greater reliability in the model's estimates.
Table 2 29 Results of the Boostrap method
Impact The indirect impact coefficient is not standardized
(Source: Author's data analysis results)
The author evaluated the model's reliability using a repeated sample of N00, revealing a significance value of 0.000, which is below the 0.05 threshold at the 5% significance level This finding indicates an indirect relationship between A and YD, suggesting a mediating effect with a standardized path coefficient of 0.088.
Hypothesis testing is presented in the following table:
Table 2 30 Summary of hypothesis testing results
Hypothesis Items P-value Impact level Result
(Source: Author's data analysis results)
2.9 Results of testing differences in travel intention according to personal characteristics
The study employs one-way ANOVA to analyze the mean intention to travel, considering various control variables including gender, age, education level, occupation, place of residence, usage frequency, usage duration, reference information channel, and individual desire.
Table 2 31 One-way ANOVA test results Control variable Sig Levene Sig ANOVA Sig Welch
(Source: Author's data analysis results)
The one-way ANOVA analysis reveals that most control variables do not violate the homogeneity of variance assumption when comparing travel intention among groups However, Age and Education Level demonstrate statistically significant differences in travel intention, with p < 0.05 In contrast, variables such as Gender, Occupation, Place of Residence, Usage Frequency, Usage Duration, Information Channel, and Desire do not show significant differences in travel intention, as indicated by p values above the threshold.
The analysis reveals that Age and Education Level are crucial variables to control when examining the factors affecting the travel intentions of the surveyed subjects, ensuring model accuracy.
IMPLICATIONS
Suggestions for tourists when choosing online advertising as a destination
Online advertising significantly influences the travel intentions of tourists, particularly among young professionals and students in Ho Chi Minh City Research surveys indicate a strong correlation between effective online advertising and increased travel interest Consequently, it is essential to develop and improve online advertising strategies across all social media platforms to maximize their impact.
To ensure the reliability of advertisements regarding travel destinations, it is vital to research and verify the sources of videos and information before making inquiries Thoroughly examining online surveys that promote specific locations is essential, and this can be accomplished by consulting reputable travel websites, official tourism boards, and credible travel bloggers or YouTubers, such as "Khoai Lang Thang" and "Chan La Cà." By doing so, you can guarantee that the information you rely on about destinations is both trustworthy and highly accurate.
Reading user-generated content reviews is crucial for understanding a travel destination Online platforms showcase ratings and experiences from previous travelers, providing valuable insights Positive reviews highlight strengths, while negative ones indicate areas for improvement By considering these reviews, you can make informed decisions and ensure a safe, high-quality travel experience.
When engaging with online advertising, it's crucial to recognize sponsored content, which may offer valuable insights but often serves specific promotional motives Ensure transparency in these posts and remain discerning, as some owners may hire individuals to pose as consumers, skewing reviews and ratings Travelers should critically evaluate the information presented to make informed decisions.
When choosing a travel destination, it's essential to trust your instincts and evaluate advertisements critically Prioritize your personal preferences and align your choices with the initial goals you set for your trip.
Suggestions for tourists when choosing online communities as a destination
Travel forums have become a popular communication tool, particularly among Gen Z, providing a space to seek information and engage with potential customers They allow users to leave reviews and comments based on their experiences, prompting proactive responses to customer inquiries By actively answering questions and enhancing your online presence, you can build trust and attract more potential customers to your website.
Travel forums such as Rick Steves, Nomadic Matt, and TripAdvisor are popular and trusted resources in the travel industry Despite their benefits, these platforms have limitations, including inconsistent post quality and the risk of receiving inaccurate information from users This highlights the importance of careful filtering and intentional selection when using these forums Consequently, it is recommended to consider expert advice when choosing online communities for destination selection.
To gain a comprehensive understanding of your destination, it's crucial to consult multiple information sources across various forums Avoid relying on a single source; instead, compare details, descriptions, and reviews to evaluate the information effectively.
When evaluating an online community, it's essential to assess the level of activity and engagement among its members Seek out communities that demonstrate consistent participation and regularly provide updates, as this indicates a vibrant and dynamic environment.
A higher level of forum activity indicates higher influence and reliability of that forum, as well as more abundant and useful information.
Engage actively in discussions by asking questions and seeking advice from fellow forum members This interaction allows you to quickly gather information and connect with experienced travelers and locals who share your interests Additionally, always verify information from multiple sources; while online forums can be informative, it's essential to cross-check details regarding accommodations, transportation, and attractions to ensure their accuracy.
The impact of Social media on tourists' choice of destination
In recent years, travelers increasingly rely on social media for trip planning, seeking to leverage the internet for comprehensive vacation information They actively share experiences and provide reviews on hotels, restaurants, and tour packages, offering valuable insights that help others minimize risks before making purchases Travel reviews have become essential in the planning process, allowing individuals to explore options, generate ideas, and make informed decisions while adding excitement to their journey These reviews significantly influence online hotel booking behavior, shaping perceptions of accommodations, especially for lesser-known hotels.
2009) Social media platforms, including popular sites like TripAdvisor, Booking.com, MyTravel, and Yelp, serve as essential resources for travelers (Xiang
& Gretzel, 2010) These websites offer travelers a platform to access a range of social, emotional, functional, and psychological benefits as they plan their trips.
Travelers in Ho Chi Minh City and across Vietnam increasingly utilize social media as a destination selection tool due to its numerous benefits, such as facilitating discussions and dialogues However, it's important to recognize that alongside these advantages, there are also several negative aspects associated with relying on social media for travel decisions.
An increasing number of travelers are utilizing social media for trip planning, leveraging the Internet to gather extensive information before their vacations (Vermeulen & Seegers, 2009) By sharing experiences and reviews on hotels, restaurants, and tour packages, travelers provide valuable insights that help others minimize risks and make informed decisions (Xiang & Gretzel, 2010) Travel reviews play a crucial role in the planning process, enhancing the enjoyment of planning while reducing uncertainties about new destinations Positive and negative feedback significantly influences online hotel bookings, particularly for lesser-known establishments (Vermeulen & Seegers, 2009) Prominent platforms like TripAdvisor, Booking.com, MyTravel, and Yelp have become essential resources, offering travelers social, emotional, functional, and psychological benefits through discussions and interactions In Ho Chi Minh City and across Vietnam, social media has emerged as a favored tool for destination selection, highlighting its positive features while acknowledging some drawbacks.
Younger generations are significantly swayed by social media reviews and comments, with many actively sharing their travel experiences through photos and videos (Sengün & Sahin, 2015) This influence presents a dual challenge for the tourism industry, as social media can greatly impact travelers' decisions regarding their preferred travel experiences (Buhalis).
Research by Rossides (2012) and Dusíková (2018) highlights the significant impact of social media reviews on travelers' decision-making processes Notably, 41.1% of respondents reported being influenced by positive social media comments about holiday destinations, while a larger portion, 47.8%, indicated that negative comments played a crucial role in shaping their travel choices (Sahin & Sengün, 2015).
Social media significantly influences the tourism industry, affecting travel brands' reputations A key concern for these brands is maintaining a positive brand image, as negative interactions on their official social media posts can damage their reputation.
Negative comments on social media can deter potential customers from choosing a travel company, as these remarks can spread beyond existing followers The credibility of posts and reviews is often compromised, with some businesses resorting to tactics like faking destination images and posting self-reviews This undermines trust among travelers and can tarnish a destination's reputation, adversely affecting a provider's business strategy Consequently, social media acts as a double-edged sword in evaluating a destination's success or failure.
This study centers on the investigation of how online reviews on social media impact destination choices Therefore, the research has affirmed through the criteria
Advertising on social media plays a crucial role in shaping tourists' intentions to choose travel destinations, highlighting the significance of information quality in online reviews High-quality reviews must prioritize objectivity, clarity, specificity, and regular updates to effectively meet travelers' needs The reliability of review information, sourced from official pages or firsthand experiences, significantly impacts its perceived usefulness As travelers often rely on social media for insights, comprehensive and accurate reviews become vital for informed decision-making Ultimately, positive and widely shared reviews are viewed as valuable resources by potential travelers, underscoring the importance of quality information in the travel planning process.
To effectively promote travel destinations, it is crucial to utilize influential social media accounts with large followings and encourage reviews from acquaintances, as these can significantly impact travelers' choices Destination managers and tourism businesses must establish reputable communication channels and ensure that the content shared is high-quality, reliable, and up-to-date, catering to travelers' information needs Travelers should verify the authenticity of sources, follow reputable travel accounts, and cross-reference information from multiple platforms for a comprehensive understanding of their chosen destination Lastly, protecting personal information and being cautious about sharing details online is essential for a safe travel planning experience.
Limitations of the Research
This study faces several limitations, including a relatively small sample size of 325 participants, which is inadequate given the larger population of youth in Ho Chi Minh City Additionally, the survey was conducted over a brief period of just two weeks, from September 28 to October 15, 2023 Furthermore, the focus on Gen Z domestic tourists living and working in the city limits the broader applicability of the research findings.
This study aims to assess how social media impacts Gen Z's travel destination choices, focusing on the reliability and safety of online postings.
The findings of this research challenge earlier studies, suggesting that social media does not significantly influence Gen Z travelers' destination choices Consequently, additional research is essential to identify other factors affecting destination selection This exploration will enhance our understanding of the dynamics between various influences on destination choice behavior and travelers' intentions, potentially positioning social media as a more pivotal element in future travel decisions.
This study primarily involves participants from Ho Chi Minh City, Vietnam It acknowledges that variations in living conditions can influence behaviors based on gender and age Consequently, the research is focused on distinct market segments.
Implications for Future Research
Considering the constraints of this study, several suggestions can be proposed for future research on the intention to choose destinations among young people through social media.
Future research should focus on a detailed analysis of key factors like destination image, culture, and culinary attributes Including participants from various geographical regions can enrich the findings by providing a wider perspective Additionally, incorporating more survey items could enhance understanding of travelers' perceptions of destinations Utilizing qualitative methods, such as in-depth interviews, would further deepen the exploration of the relationships among the study's components.
Future research should delve deeper into aspects such as income, family dynamics, friendships, and word-of-mouth recommendations to evaluate the true impact of social media on travelers Furthermore, it is essential to expand this research to examine the diverse factors that affect the choice of a specific travel destination.
This study aims to explore how social media influences destination information searches across various genders and age groups, shaping perceptions and evaluations of tourist spots The findings will aid in developing effective destination imagery and establishing reliable communication channels, ultimately supporting the sustainable growth of the tourism industry in the context of Industry 4.0.
The study focuses solely on young tourists from Ho Chi Minh City, Vietnam, suggesting that future research could expand to include diverse age groups, geographical areas, and international visitors Additionally, it highlights the significance of social media as a prevalent and effective tool for tourists seeking quick access to information.
This research aims to explore the various aspects of social media communication that influence travelers' decision-making With social media being a primary source of information, travelers increasingly depend on these platforms for insights into transportation, itineraries, accommodations, dining, potential challenges, safety, and cultural heritage of destinations Furthermore, social media plays a key role in facilitating word-of-mouth communication throughout the travel decision-making process.
In today's business environment, the tourism industry can effectively leverage social media to attract, engage, and increase tourist visits to various destinations This research offers valuable insights for decision-makers in sectors related to tourism, such as transportation, travel agencies, hotels, and restaurants However, it is essential to recognize that the study presents a comprehensive overview of how social media influences travelers' decision-making processes.
Research indicates that several social media communication factors significantly influence the travel intentions of Generation Z travelers in Vietnam, with "information quality" being the most crucial Other important factors include "advertising on social media," "word-of-mouth on social media," and the "usefulness of information." To enhance service quality and satisfaction at destinations, government tourism agencies and businesses should prioritize effective social media strategies This study contributes to the understanding of tourist behavior influenced by social media, but future research should explore additional communication factors, as 57.5% of variables remain outside the current model Subsequent studies could focus on specific destinations to further boost tourist attraction through social media.
Social media's influence on tourists' destination choices is often overstated, as it primarily serves as a resource for on-site activities rather than a revolutionary force Its impact is significant only when three specific conditions are met: extensive engagement with social media, an unfamiliar destination, and a complex trip planning process When these factors are absent, social media's effect on destination choices is moderate to low Therefore, understanding the context is essential, as it not only shapes destination preferences but also determines the degree of influence social media can exert on these decisions.
Research indicates that social media has a limited to moderate influence on tourists' destination choices, aligning with studies such as Davies & Cairncross (2013) and Jacobsen & Munar (2012), despite claims of its substantial impact (Leung, Sun, & Bài, 2019) This study emphasizes the need for a nuanced understanding of social media's role, taking into account contextual factors, and builds on previous research focused on specific tourist segments and destinations (Fakharyan et al., 2012; Dionysopoulou & Mylonakis, 2013) While social media is acknowledged for enhancing the appeal of various destinations, there is a gap in understanding which types of tourists are most influenced by it (Giglio, Bertacchini; Wong, Lai, & Tao, 2019; Bilotta & Pantano, 2019).
The influence of social media on tourists' destination choices is significantly affected by their confidence in decision-making Tourists with higher confidence levels are more inclined to use heuristic methods, leading to limited influence from social media In contrast, those with lower confidence tend to rely on contextual cues, making them more susceptible to external influences, particularly in unfamiliar destinations or complex planning scenarios This dynamic highlights the critical role social media plays in shaping travel decisions, especially for less confident travelers.
In conclusion, social media plays a transformative role in the tourism sector, although research on its effects remains inconclusive Tourists actively use social media to inform their travel decisions and select destinations, yet the specific contexts of this influence are not fully understood Identifying context-specific factors reveals important nuances, highlighting the need for researchers to be cautious and to develop effective communication strategies Notably, social media significantly impacts destination choices in complex travel scenarios, particularly when tourists are experienced with these platforms In contrast, its influence diminishes during short, budget trips or when familiar destinations are involved There are also cases where social media has no impact at all, such as when tourists refrain from internet use Overall, while social media generally exerts a moderate influence on tourists' destination selections, its effects are pronounced in unique, community-driven contexts.
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SURVEY ON THE IMPACT OF SOCIAL MEDIA ON DESTINATION INTENTIONS OF GENZ YOUTHS IN HO CHI MINH CITY.
My name is Nguyen The Hao
Currently, I am conducting a research project titled "The Influence of Social Media on Gen Z's Destination Choice Intentions in Ho Chi Minh City" as part of my graduation report.
To obtain reliable data for the study, I kindly request your assistance by participating in this survey Please mark the answer that you think is most appropriate.
We commit that your responses will only be used for scientific research purposes I assure you that all information provided in this survey will be used solely for research purposes.
Thank you very much for your help!
Please mark ( ) the options you choose.✓) the options you choose.
PART 2: TOURISTS' DESTINATION SELECTION ACTIVITIES
Please mark ( ) the options you choose ✓) the options you choose.
The Extent of Social Media Usage in Destination Selection ?
Time Spent Using Social Media for Destination Selection ?
Information Channels Used for Destination Selection ?
Desires When Choosing Social Media ?
Below are the groups of factors of Social Media that impact the travel intentions of students in Ho Chi Minh City.
Please read and mark the level corresponding to your answer according to the 5 degrees:
[QC1]I refer to advertisements on social networks to make related decisions ¨ ¨ ¨ ¨ ¨
[QC2]Travel-related advertisements on social networks are always updated ¨ ¨ ¨ ¨ ¨
[QC3]Travel-related advertisements on social networks provide quality information ¨ ¨ ¨ ¨ ¨
[QC4]Travel-related advertisements on social networks are very interesting and attractive ¨ ¨ ¨ ¨ ¨
[SHI1]Travel content from social media sites is useful for travel planning ¨ ¨ ¨ ¨ ¨
[SHI2]Social media sites help improve the quality of my trips ¨ ¨ ¨ ¨ ¨
[SHI3]Social media sites help me have more convenient and easier trips ¨ ¨ ¨ ¨ ¨