VIETNAM NATIONAL UNIVERSITY, HANOI INTERNATIONAL SCHOOL STUDENT RESEARCH REPORT HOW SOCIAL MEDIA MARKETING INFLUENCE TO DESTINATION IMAGE AND INTENTION TO VISIT VIETNAMESE CULTURAL DEST
INTRODUCTION
Background of Study
More than 80% of Asia-Pacific travelers and up to 91% of Vietnamese travelers have booked travel services based on recommendations and reviews from content creators, with the most popular format with Vietnamese people favor video (63%) because of its strong visual appeal Facebook, Instagram, TikTok, and YouTube are the most widely utilized social media platforms among travelers in the Asia-Pacific region, particularly Vietnamese tourists, for finding inspiration for their next trip Among them, Vietnamese people lead the Asia-Pacific region in using Facebook (95%) and TikTok (83%) as platforms to inspire their travel (Báo Thừa Thiên Huế 2024)
Social networks are represented on many different platforms such as customer review sites, social networking sites and virtual communities It serves as an optimal tactic in the marketing strategy of destination marketing organizations (DMOs) to reach global audiences with minimal resources (Hays et al 2013) Previous studies have shown that social media sites (e.g., TripAdvisor and Virtual Travel) rank second and third behind travel intermediary sites in the case of online hotel information searches route for young tourists in Hong Kong (Sun et al 2016) According to L.-H Chang et al (2015), social media plays a key role in influencing travel preferences and perceived functional quality
Kim, Leht, and Kandampully (2019) found that tourists' desire to travel is strongly influenced by the impressive image of the tourist destination Boulding's (1956) research suggests that image includes what people know and think about an object (cognition), how people feel about it (affective) Connecting the concept of image with tourism destinations, the cognitive component refers to the individual's beliefs and knowledge about the destination's attributes, while the affective component refers to the evaluation stage, concerning of the emotions that individuals associate with the place visited (Baloglu and Brinberg 1997a; Baloglu and research 1999; Beerli A 2004; Beerli and JD Martin 2004;
According to Chu, Bao, and Sun (2022), destination image influences tourists' perceptions and opinions about the destination and plays an important role in travel behavior and decisions related to travel purchases Al-Gasawneh et al (2020) research also determined that social media use affects how a place is perceived, which increases the possibility that travelers may decide to go there
Meanwhile, in the 21st century, the proportion of cultural elements in travel is estimated at about 40%, and this number is up to 50% in European and American tourism (Greg Richards 2010) According to CH NGUYEN (2022), cultural tourism is a type of tourism based on national cultural identity with community participation to preserve and promote traditional cultural values It is a trend in many countries around the world, suitable for the Vietnamese context Moreover, cultural tourism has a very good effect on hunger eradication and poverty reduction, so it is considered a direction for socio-economic development
According to Nam Le (2023), assessing the potential and advantages of Vietnamese cultural tourism in general, Deputy Director of the Vietnam National Tourism Administration, Nguyen Van Thuy, said that tourism is based on the strengths of culture, nature, Ethnic identities and customs can bring differences to Vietnam, which is the basis for creating unique and highly competitive tourism products with other countries in the region "The story of the success of cultural tourism products in Hanoi recently such as: night tour at Hoa Lo Prison relic, Thang Long Imperial Citadel, literary tour at Vietnam Literature Museum is a great proof that relying on culture to develop tourism will create great attraction for tourists" - Mr Thuy gave an example Reality shows that in recent times, the Capital's tourism industry has relied on cultural "raw materials" to restore and create many unique destinations, events, and festivals such as: walking space in the old town area; Walking space in Hoan Kiem Lake area and surroundings; Hanoi book street; Phung Hung street's mural space attracts domestic and international tourists to Hanoi
Social media marketing plays a crucial role in shaping tourists' destination image and intention to visit cultural tourism destinations in Vietnam This study aims to explore the distinct influences of affective and cognitive destination images on tourist behavior By understanding the nuanced relationship between these factors, we can optimize marketing strategies to effectively promote Vietnamese cultural tourism destinations.
Objectives of the study
This paper examines the factors in social media marketing that influence tourist destination image and intention to visit cultural tourism destinations in Vietnam From there, make appropriate recommendations Specifically, it refers to accomplishing the following objectives:
Describe the consumer’s profile as indicated by:
- Frequency of using social networks
- Commonly used social networking platforms
Discover significant differences between consumer’s intention to visit and their profile
Testing the relationship between factors related to social media marketing, awareness of the destination image, intention to visit Vietnamese cultural destinations
Propose valuable ideas for private and state-owned enterprises to apply social media marketing and promotion to develop domestic cultural tourism.
Contribution of the study
This study was conducted to contribute information to the existing literature on the influence of social media marketing on tourism destination image, specifically determining intention to visit tourism destinations Vietnamese culture of tourists The study provides
11 new insight into how social media marketing influences the cognitive and emotional value of tourism destination image From there, we contribute data on people intending to visit tourist destinations, especially Vietnamese cultural tourism destinations Qualitative and quantitative research methods are used to provide the most accurate and reasonable results from actual survey data
The findings of this study can help companies, host corporations, and management boards of cultural destinations understand the psychology of tourists, and have unique approaches and promotions of tourism destinations through social media marketing The study specifically focuses on Vietnamese cultural tourism destinations, providing guidance for policymakers, tourism organizations, and tourism boards of tourist destinations to promote, enhance tourist experience, absorb cultural and historical values, and contribute to the country's economic development.
Research flowchart
Step 1: Research documents, narrow gaps and identify research topics
Step 2: Research the theoretical basis to find research gaps
Step 3: Determine research objectives, research scope, research model and methods Step 4: Propose a hypothetical research model
Step 5: Plan the survey and build a questionnaire based on previous research
Step 6: Design the questionnaire and collect data
Step 7: Preliminary analysis to measure the reliability of the scale and factor analysis to avoid multicollinearity when using multiplicative variables
Step 9: Interpret the collected results
Research organization
This study consists of five chapters such as introduction, literature review, methodology, results and discussion, conclusions and recommendations
The introductory chapter includes the research background, research objectives, research contributions, research outline, research organization and definitions of terms
The literature review chapter presents relevant literature on the influence of social media marketing on tourist destination image and cultural tourism destinations It will examine the concepts and elements of the social media marketing landscape, which impact cultural place image and tourists' intention to visit Vietnamese cultural tourism destinations
The research methods chapter outlines the methodology employed in this study, encompassing the research model, operational definitions and measurements of research variables, research design, sample size, data types, data collection techniques, and data analysis techniques The subsequent chapter, Chapter IV, will delve deeper into the analysis results.
The results and discussion chapter presents the results related to descriptive analysis and mean comparison, reliability analysis, measurement model, and structural equation model
The concluding chapter summarizes the research findings, highlighting critical conclusions and their implications for businesses Based on these conclusions, the chapter provides actionable recommendations and suggestions to guide business decision-making It acknowledges limitations in prior research and proposes avenues for future investigation, expanding the body of knowledge and informing future research directions.
LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT
Social Media Marketing (SMM)
Social media marketing and perception of destination image (including cognitive and emotional image) is an important variable affecting the intention to visit a Vietnamese cultural destination
Social media marketing is the utilization of social media technologies, channels and software to create, communicate, deliver, and exchange offerings that have value for an organization and its stakeholders (Tuten and Solomon, 2018) Social media marketing is made possible by the digital infrastructure of the web, facilitated on social media vehicles such as Facebook, Twitter, Instagram and others, empowered by social software and algorithms, and enabled by smart devices (Tracy Tuten, Alma Mintu-Wimsatt, 2018)
Social media includes many different forms of online applications such as social media sites, blogs, forums, photo sharing, video sharing, product/service reviews, review communities, (Aichner and Jacob, 2015) Social media increasingly attracts customers to search for information to obtain information about the product or service they are about to purchase and leads to enhancing consumer purchase intention (Hajli, 2013) The availability of social media allows individuals to run promotions, engage in unrestricted communication, and reach a larger customer audience (Appel et al., 2020; Richter & Koch,
Social media marketing employs social media platforms to establish brand presence, boost sales, and enhance website traffic This encompasses various elements discussed in research by authors such as Adam Hayes and AJ, Kim & Ko As a subset of digital marketing, it utilizes social networks where users connect and exchange information to achieve these business objectives.
(2012) used social media marketing characteristics of engagement, entertainment, electronic word of mouth (E-WOM) customization and trends in their study of companies luxury Businesses use social media to build an online community whose members share common interests around a product (Culnan et al., 2010) If managed properly, an online community can promote progressive discussions among consumers, leading to increased
14 brand loyalty, which can then contribute to improving the business (Stubbs &; Cocklin, 2008; Teece, 2010) Recently, a series of studies on social media communication in tourism have been published such as the study on the impact of social media influencers on travel intention by Jaya and Prianthara (2020) Han and Chen (2021) with research on travel intentions of generation Y social media users Or (Truong Chi Thong; Ho Tieu Bao; Le Thuy Duong, 2022) research on the influence of social media on travel intentions of generation Z tourists in Vietnam According to As' & Alhadid (2014), there are five dimensions of social media marketing, which are online community, interaction, content sharing, reach, and credibility Kim & Ko (2012) emphasized that using social media as a marketing tool has a different appeal than traditional marketing platforms such as billboards, flyers, etc Customers will be more entertained by the business's free marketing content, generating social media activity Customers can customize their information search using the default search feature, hashtags or custom search services provided by businesses Social media marketing campaigns allow for the creation of direct interactions between users, leading to a word-of-mouth effect, which includes a customer's willingness to pass on information seen in their social media business for others (Wibowo, Che, Wiangin, Ma and Ruangkanjanases 2020) According to Wu (2007) social network users form new content and share them Users create social culture on social networks and they use tools or means to stay connected (Asli Cazorla Milla and Leonardo Jose Mataruna- Dos-Santos, 2019) Sano (2015) divided SMM into personalization, trends, risk perception and interaction in his study of insurance services Based on research, this study uses the dimensions of entertainment, interaction, credibility, electronic word of mouth, and cultural value
According to Akgün et al (2019), destination image can be considered the aggregate of cognitive perspectives and affective impressions that an individual gathers and remembers about a particular destination
Therefore, cognitive image and affective image can be considered two dimensions of destination image (Tan and Wu, 2016) Cognitive destination image refers to an individual's own image of knowledge and beliefs about the destination, while affective destination image is an emotion an individual's response to a destination (Smith et al
2015) In short, destination image is a set of ideas about a tourist's attractiveness that is influenced by their perceptions and emotions (Fadhilla Resta Fitri 2023) In the age of social media, affective and cognitive attributes have received significant attention in the tourism and hospitality literature, most notably in relation to how customers interact with brands and the corresponding impact on loyalty (Asperen 2017)
H1: Social Media Marketing significantly influences the Cognitive Destination Image
According to Qu et al (2011) an individual's beliefs, perceptions and attitudes about a tourist destination are part of the cognitive component San H Martín and Rodríguez del Bosque (2008) also mentioned that the cognitive aspect includes atmosphere, landscape and cultural appeal According to previous research (Filieri and F McLeay 2013; Kahn, Strong, and Wang 2002), there is a positive correlation between information obtained through social networks and personal opinions toward tourist destinations Information on social media about accommodation, restaurants, local attractions, culture and other information will help visitors from a sensory (cognitive) understanding of what they can do in the destination (Ali, Xiaoying, and Pakhtunkhwa 2021)
Furthermore, experimental evidence was discovered by Baloglu and KW McCleary (2001) indicating that the proper quantity of information can positively impact the creation of cognitive pictures This result supports Kim et al (2017) assert that information completeness can help create a cognitive picture Previous studies have also demonstrated that user perceptions and cognitive destination image are influenced by social influences, such as recommendations from friends and family, as well as advertising information provided by tourist destinations (Um and Crompton 1990)
H2: Social Media Marketing has a positive effect on Affective Destination Image
Since affective images of a destination could vary across positive and negative dimensions (Baloglu and Brinberg 1997b), positive emotion among potential tourists through advertising is stimulated (Ghazali and Cai 2013) Customers' emotions and feelings toward tourist destinations are called “affective destination image” (Baloglu and KW McCleary 2001; San H Martín and Rodríguez del Bosque 2008) The affective image component includes elements associated with internal emotional sources about travel such as exotic atmosphere, relaxation, beautiful scenery, good climate and recommendations which are the main components in develop destination image (Kim and Yoon 2003) Visual information shared via social networks about tourism destinations can form an effective image of the destination in relation to future experiences (Kim et al 2017) In addition, the shared visual information must be attractive to encourage users to process the information and feel the atmosphere there (Chen, Shang, and Li 2014; Kim et al 2017)
H3: Social Media Marketing has a positive influence on Intention to Visit
The use of social media is now extremely popular, and its impact on tourists' interest in visiting tourist destinations has been widely studied Social media is a group of Internet- based applications that exist on the web 2.0 platform and allow users from all over the world to share ideas, thoughts, experiences, opinions, information and create relationship (Chung and Koo 2015) According to several studies (Anuar et al 2021; Gaffar et al 2022; Sultan et al 2021), the influence of social media on tourists' interest in visiting changes, and social media channels have a particular influence on visitor behavior (Aluri, Slevitch, and Larzelere 2015; L H Chang et al 2015; Koo et al 2016; Leung 2019) Research on purchasing intentions for Gen Z by Ninan, Chacko Roy, and Cheriyan (2020) said that advertising on social networks has a positive impact on customers' purchasing intentions and purchasing behavior
H4: Cognitive Destination Image has a positive effect on the Intention to Visit
The destination image became one of the determinant variables on tourist intention (Ni Wayan Marsha Satyarini, Myrza Rahmanita, Sakchai Setarnawat, 2017) Following on from Gartner’s theoretical model, Baloglu and McCleary (1999) provides a review of the research and empirical evidence which shows that the cognitive and affective elements are interrelated, and that effect is largely dependent on cognition Before deciding to travel to the destination, tourists or consumers first attracted to the image of the destination or company (Ni Wayan Marsha Satyarini, Myrza Rahmanita, Sakchai Setarnawat, 2017) Destination image is recognized as a factor influencing the decision-making process of choosing a tourist destination and the future intentions of tourists Destination image is not only achieved through information but can also be influenced by tourists' experiences at the destination and tourists' characteristics (Nguyen Thi Bich Thuy, 2013) Numerous studies (Afshardoost & Eshaghi, 2020; Chaulagain et al., 2019; Gaffar et al., 2022) have demonstrated that destination image positively influences tourists' visiting intentions
H5: Affective Destination Image has a positive effect on the Intention to Visit
Most of the research related to destination image focuses on the relationship between cognition and emotion (Agapito, Valle, & Mendes, 2013; Beerli & Martin, 2004; Li, Cai, Lehto, & Huang, 2010; Lin, Morais, Kerstetter, & Hou, 2007) The cognitive image component reflects an evaluation of the perceived attributes of the destination with or without prior visitation (Martín & del Bosque, 2008; Papadimitriou, Kaplanidou & Apostolopoulou, 2018) This set of attributes corresponds to the resources of a tourist destination (Stabler, 1988) The affective image component denotes peoples’ emotional responses and feelings towards the destination (Baloglu & Brinberg, 1997; Hallmann, Zehrer, & Müller, 2014; Kim et al., 2019) For some researchers, the first level of response to a destination is affective and this governs subsequent actions toward that destination (Ittelson, 1973; Walmsley & Young, 1998) There is also empirical evidence that higher
18 levels of affection lead to more positive cognitive evaluations of a place's attributes (e.g., Billig, 2006; Rollero & Piccoli, 2010)
METHOD METHODOLOGY
Research Design
In Structural Equation Modeling (SEM), there are exogenous variables and endogenous variables According to (Bowen & Guo, 2011) Exogenous variables are defined as variables that are not explained or predicted by any other variables in the model, whereas endogenous variables are defined as variables that are explained or forecasted by one or more other variables, according to Bowen & Guo (2011)
In this study, the endogenous factors are the destination image: cognitive and affective destination image The exogenous variables are social media (entertainment, interaction, credibility, EWOM, cultural values) and intention to visit.
Scale of study
This study was conducted by social network users from the ages of 14 to over 25 years old in both Vietnam and other countries.
Data gathering procedure
These stages will be followed to collect key data from participants as follows:
Stage 1: The survey questionnaire is designed by creating a survey via the Google Form survey tool It was developed from previous research and revised based on advisor suggestions and recommendations to ensure the reliability and effectiveness of the data collection tool
Stage 2: The survey questionnaire was sent along with an introductory and cover letter to respondents, clarifying the time required to complete the form Stage 3: The researcher sends the survey questionnaire online to collect responses using convenience sampling.
Data Collection Technique
Data collection aims to obtain the information needed to achieve the research objectives The objective is expressed in the form of hypotheses which are the answers to the research questions, the answers remain to be tested empirically and for this purpose data collection
20 is necessary To collect data is done using a certain method suitable for its purpose During data collection, data collection techniques will be required The method of data collection can be through questionnaires The researcher collected primary data from respondents intending to visit Vietnamese cultural tourism destinations through a survey designed with two specific parts:
Part 1: Contains detailed information about the respondent's profile such as gender, age, frequency of using social networks, which social networking platforms are most often used
Part 2: Includes questions related to the influence of social media marketing on cognitive destination image, emotional destination image and intention to visit Vietnamese cultural tourism destinations The main content of this section is found on the theoretical basis presented in Chapter II
We received 220 responses to our survey, of which 208 contained valid and complete data The remaining 12 responses were discarded due to incomplete responses or missing information The cue data of the participants was measured using a 5-point Likert's Scale, as outlined in the table provided.
Table 1: Likert's Five Point Rating Scale
Measurement design
This research contract was evaluated using a collection of questions, each of which is a single statement that must be evaluated using a 5-point Likert scale (Bryman and Bell,
2007) Measures for each of the study's constructs are shown in the Table 2:
Table 2: Dimensions and indicators of conducted variables
(Shu-Chuan Chu, 2015; Oscarius Yudhi Ari Wijaya, Agus Purwanto and Sulistiyani, Sulistiyani and
Pudjowati, Juliani and Kartikawati, Theresia Siwi and Kurniasih, Ninik and Purwanto, Agus,2021)
ENT2 Diverse and interesting ENT3 Useful
INT1 Actively uploaded INT2 Discussion
INT3 Interact with followers INT4 Sharing information
CRE1 Clarity of facilities CRE2 Trusted information CRE3 Trusted consumer reviews CRE4 Trusted answer
EWM1 Share with friends and family EWM2 Recommend to friend
EWM3 Share to private social media EWM4 Positive opinion
CLV1 Traditional values CLV2 National identify CLV3 Historical
CDI1 Know the attractiveness (Seehyung
Kim, CDI2 Know the facilities
CDI3 Know the detail information
ADI2 Exciting experiences ADI3 Comfortable place ADI4 Safe
ITV1 Intend to Visit (Siew Imm
Ng, Julie Anne Lee, Geoffrey N Soutar,
Population and Sample Size
In this study, the data used is primary data For primary data, the number of samples we collected for this study was 208 samples The sample size was selected by applying the formula given by (Comrey, 1973) and (Bove, 2006): n = 5*m Where n = population size; m = Number of included questions
With m = 30, the sample size of this study was determined as: n = 5*30 = 150
The researcher obtained data from 208 contributors, and the researcher confirms that the data from this sample was a representative sample of the destination image on social media marketing.
Data Analysis Technique
Data obtained from the survey will be coded, collected and edited Statistical Package for the Social Sciences (SPSS) software version 29 and Partial Least Squares (Smart PLS version 4.1) were used to analyze the data The data analysis process and techniques used will be as follows:
Descriptive statistics is a method used to organize, summarize, and present data in a way that makes it easier to understand (Lind, Marchal, & Wathen, 2005) This type of analysis involves interpreting data from responses to questionnaires or surveys The results can be presented in tables, using calculation methods, or by calculating average values Descriptive statistical analysis is frequently used in research models, including the one employed in this study.
3.7.2 Reliability and Content Validity Analysis
Cronbach's α value is intended to check the scale of each item in the questionnaire to see if they are consistent or not If Cronbach's α coefficient is greater than 0.7, it proves that it is highly reliable If Cronbach’s α is between 0.5 and 0.7, it means the internal consistency of the variable should be accepted On the contrary, if the item has a Cronbach's α coefficient less than 0.35, it should be eliminated (Joseph F Hair, 2010)
According to Malhotra (2002), validity is the degree to which differences in observed scale scores reflect actual differences between subjects in the characteristic being measured, rather than systematic random errors Content validity depends on the extent to which an empirical measurement reflects a particular content area (such as concepts and constructs) That means it is necessary to construct variables that reflect the meaning attached to each dimension Reliability and validity analyzes were used for all three research models of this study
Compare the mean test known as Student's T-test and Anova Student T-Test compares two averages and shows whether there is a difference between them or not T-test was used
24 to analyze and describe in more detail whether there were any significant differences between demographic characteristics (gender and survey product) and customer responses Analysis of variance (ANOVA) is used to compare mean values between more than two groups, Anova is a suitable method instead of t-test (Field, 2013) It measures the relative size of the variance between group means compared to the average variance within groups (H.-Y Kim, 2014) One-way Anova was used to analyze and describe in more detail whether there were significant differences between demographic characteristics and customer responses
To assess the reliability of reflective measurement models, composite reliability (CR) can be utilized CR ranges from 0 to 1, with higher values indicating greater reliability In early research stages, CR values of 0.60-0.70 are deemed acceptable, while in advanced stages, values between 0.70 and 0.90 are satisfactory However, excessively high CR values (above 0.95) suggest redundancy among indicator variables, potentially compromising construct validity Conversely, CR values below 0.60 indicate poor internal consistency reliability.
To assess validity, two subtypes of validity are often examined: convergent validity and discriminant validity Convergent validity refers to the extent to which two measures of constructs that should theoretically be related are in fact related Henseler et al (2009) proposed using the average variance extracted as a criterion for convergent validity A latent variable is considered to have significant convergent validity if its AVE value is at least 0.5, indicating that it can account for more than half of the variation in its indicators on average
High external loadings on a construct indicate that the related indicators have much in common, which is captured by the construct This characteristic is also popularly known
25 index reliability A common rule of thumb is that the external (standardized) load should be 0.70 or higher In general, consideration should be given to removing indicators with external loadings between 0.40 and 0.70 from the scale only when removing the indicator is to such an extent that its removal affects the internal validity content Indicators with very low external loadings are sometimes retained on the basis of their contribution to content validity However, indicators with very low external loadings (below 0.40) should always be removed from the scale (Joseph F Hair, 2010)
Discriminant validity ensures that conceptually distinct concepts exhibit differentiation The Fronell-Larcker criterion assesses this validity by requiring the AVE of each latent variable to exceed the squared correlation between it and any other latent variable This ensures that the set of common indicators is not unidimensional, indicating sufficient differentiation between the concepts.
RESULT AND DISCUSSION
Descriptive Analysis
To comprehensively understand the sample population, this research employed structured questionnaires tailored to individual customer profiles The frequency distribution and descriptive statistics of respondent characteristics, presented in Table 3, provide valuable insights into the sample structure.
Social networking platform (most used)
Gender: The results in Table A show that there is no large difference between the percentage of male and female respondents, in which women is 118 (56.7%) and men is
Age: The largest age group is 18-25 (87%), followed by age groups > 25 (10.1%), and 14-
Frequency (using social networks): Most of the contributors to this study regularly use social networks as follows: Very frequently (51%), frequently (39.9%), rarely (4.8%), and sometimes (4.3%)
Social networking platform (most used): The ratio is quite even between platforms, with the largest groups are Facebook (32.9%), TikTok (25.8%), Instagram (20.5%), Youtube (18.4%), LinkedIn (2.3%)
Reliability Analysis
Table 4: Reliabilities among the variable
Corrected Item-Total Correlation (highest)
Electronic Word of mouth (EWM) 4 0.866 0.659 0.806
To check the internal consistency of the indicators of each factor, the most widely used method is to calculate the Crobach's alpha value (Maichum, Parichatnon, and KC Peng
2017) Hair (2019)and Nunnally (1978) suggest that Cronbach's α value should be higher than 0.60 (Lee and Kim 1999) All variables ranged from 0.866 to 0.963, and the lowest corrected item-total correlation was higher than 0.30 Therefore, all variables were internally consistent and reliable to conduct in this study.
Comparing Mean Test
The independent sample T-test and one-way Anova was used to compare mean between different gender characteristics, age groups, and frequency of social media use
Table 5: T-test results by gender
Demographic Characteristics N Mean Std t p-value
From the table above, it shows that the sig T-Test value of the quantitative variable ITV (Intention to visit) is 0.420 > 0.05 Therefore, we can conclude that there is no statistically significant difference between men and women in terms of intention to visit Vietnamese cultural tourism destinations
Table 6: ANOVA Test results by age group
Demographic Levene Statistic Sig F-value p-value
Table 6 shows that the Sig Levene Test value is < 0.05, so the variance of the age value groups is not uniform The Sig Welch value (p-value) of the quantitative variable ITV is 0.614 > 0.05, so we can conclude that there is no average difference between age groups in the intention to visit Vietnamese cultural tourism destinations
Table 7: ANOVA Test results by frequency
Demographic Levene Statistic Sig F-value p-value
Table 7 shows that the Sig Levene Test value is < 0.05, so the variance of groups of social network usage frequency values is not uniform The p-value of the quantitative variable ITV is 0.033 < 0.05, so we can conclude that there is an average difference between the frequency of using social networks and the intention to visit Vietnamese Cultural tourism destinations We have a chart showing the difference as follows:
The chart shows that people who rarely use social networks have a much lower intention to visit cultural tourism destinations (only 2.8), while those who use social networks even sometimes, frequently or very frequently will have a higher intention to visit Vietnamese cultural destinations (over 3.6) From there, we see that the frequency of using social networks has a significant influence on the intention to visit cultural tourism destinations in Vietnam
Measurement model
The initial step in processing quantitative data from survey distribution results involves analyzing the measurement model to assess reliability and validity Validity is evaluated using average variance extracted (AVE) and outer loading values, while reliability is determined through the composite reliability value (CR).
Table 8: Standardized factor loadings, CR and AVE of the model
Share with friends and family EWM1 0.852
Share to private social media EWM3 0.807
Know the detail information CDI3 0.908
Table 8 provides a summary of the measurement model study, including average variance extracted (AVE), composite reliability (CR), and outer loading values In particular, the loading factor must be higher than 0.70 (Hair et al 2019) And all the standardized factor loadings were significant, ranging from 0.807 to 0.938 The convergent validity of CFA results should be supported by both composite reliability (CR) and average variance extracted (AVE) According to Hair (Hair et al 2019), the CR and AVE estimates should be greater than 0.700 and 0.500, respectively It is clearly seen in Table C that the CR and AVE values ranged from 0.873 to 0.964 and 0.600 to 0.872, respectively, exceeding their recommended levels
Table 9: The latent variable correlation matrix: discriminant validity
ADI CDI CLV CRE ENT EWM INT ITV SMM
The Fornell Larcker criteria were used in this study to conduct additional measurements and verify validity and reliability Fornell and Larcker found that the squared correlation between the constructs of a given construct and all other referents should be compared with the AVE value of each construct According to Fornell and Larcker (1981), the AVE square root value of a construct must be higher than its correlation value with other constructs It means that the values of all diagonal elements are higher than the values of off-diagonal
33 elements, indicating that all structures are distinct Overall, the results of this measurement model demonstrated complete validity and reliability, and the data can be further examined using structural modeling.
Structural Equation Model
The next step is to make second-order social media marketing variables The variables of credibility, entertainment, electronic of mouth, culture values and interaction are the formative variables of the social media marketing variables Indicators in this model include the value of determination (R2), predictive relevance (Q2), effect size (f2), and path analysis serve as indicators in this model (Hair et al 2019)
Table 10: The Structural Model Analysis Result
The value of R2 as a tool to evaluate the degree to which the independent variable modifies the dependent variable is shown in the table above (Jogiyanto 2011) According to the R2 value, social media marketing has an impact of 62.6% and 71.7% on cognitive and affective destination image, respectively The intention-to-visit variable was influenced by social media marketing, cognitive destination image, and affective destination image by 78%, as indicated by an R2 intention-to-visit value of 0.780 However, the remainder is influenced by additional factors not included in this study In addition, the predicted relevance value of each variable (Q2) is greater than 0 Affective destination image (0.715), visit intention (0.685) and cognitive destination image (0.616) have the ability to predict guess high Therefore, this research model is appropriate and ideal
Table 11: Effect Size Analysis Result
*SMM: Social Media Marketing, CDI: Cognitive Destination Image, ADI: Affective Destination Image, IV: Intention to Visit
With values for each path of 1.670, 2.539, and 0.105, Table 11 shows how significantly social media marketing influences cognitive destination image, affective destination image, and intention to visit With an F2 value of 0.153, cognitive destination image has a medium impact on tourists' travel intention In addition, the effective destination image, with a value of 0.101, has little impact on intention to attend
Table 12: Results for Structural equation model
Variables Coefficients T - values P - values Hypothesis Hypothesis support
Based on the regression analysis, all hypotheses proposed in this study are supported Social media marketing has a positive and significant impact on both cognitive destination image (β = 0.791, p < 0.05) and affective destination image (β = 0.847, p < 0.05) Consequently, both H1 and H2 are accepted.
The research results also showed that social media marketing (β: 0.305; T: 2.813), cognitive destination image (β: 0.330; T: 2.558) and emotional destination image (β: 0.309; T: 2.693) all significantly influence tourists' intention to visit Therefore, H3, H4, and H5 are accepted
Findings
The findings of the study will help planners, organizations, individuals, and businesses understand tourists' thoughts and intentions toward tourist destinations, especially the intention to visit the Vietnamese culture destinations The data provides a number of reasons why tourists are interested in, and intend to visit, tourism destinations through social media marketing What has social media marketing conveyed about the image of Vietnamese cultural tourism destinations to social network users? At the same time, encourage local leaders where tourist destinations are located, organizations and businesses investing in destinations to focus more on enhancing destination image, attracting and meeting specific needs body of visitors
According to the study, social media marketing (0.305), cognitive destination image (0.613), emotional destination image (0.550) are all variables that directly impact the intention to visit Vietnamese cultural destinations of tourists
Social media marketing has a positive impact on how tourists perceive the image of a destination Entertainment, credibility, word of mouth, engagement, and cultural value are metrics used to measure social media marketing These findings suggest that tourists rely on social media for information about Vietnamese cultural tourism destinations.
36 social media platforms of cultural tourism destinations in Vietnam often focuses on providing useful information to visitors
Social media marketing exhibits a positive correlation with emotional destination image This is because tourists are drawn to cultural tourism destinations based on the emotions they evoke To effectively attract tourists, Vietnamese cultural tourism destinations should leverage social media marketing to establish a positive emotional image.
This study confirms that social media marketing has a positive influence on visit intention Social media marketing makes an important contribution to interest in visiting Additionally, there is an indirect connection between social media This indicates that the constructed path has a significant and positive indirect effect In this study there was complementarity or partial mediation between social media marketing and tourists' intention to visit Vietnamese cultural tourism destinations
Based on the results of the statistical test of the fourth hypothesis, it was found that the relationship between cognitive destination image and interest in Shows that perceived destination image has a great impact on tourists' intention to visit This finding indicates that information and knowledge about Vietnamese cultural tourism destinations have a significant influence on tourists' interest
This study provides findings that support the fifth hypothesis: affective destination image positively impacts visit intention This study shows that emotional destination image has a significant impact on visit intention Emotionally oriented things influence respondents' intention to visit
CONCLUSIONS AND RECOMMENDATIONS
Summary
Social media marketing, cognitive destination image (representing mental perceptions), and affective destination image (relating to emotions and feelings) are found to significantly influence tourists' intention to visit cultural destinations in Vietnam This conclusion is derived from a data analysis performed in Chapter 4, which examined exogenous variables such as social media factors (e.g., entertainment, interaction, credibility) and cultural values, as well as endogenous variables such as destination image.
Table 13: The Hypothesis Analysis Results
Social media marketing positively shapes the perceived image of a destination by enhancing both the cognitive (e.g., knowledge and beliefs) and emotional (e.g., feelings and attitudes) components of destination image This enhanced image, in turn, exerts a positive influence on potential visitors' intentions to visit the destination The positive impact of social media marketing on cognitive and emotional destination image, along with the strong relationship between these image dimensions and visiting intentions, highlights the significance of social media as a powerful tool for destination marketers to attract potential visitors.
Conclusion
Overall, this study points to the importance of social media marketing in shaping destination image and intention to visit Vietnamese cultural tourism destinations This study shows that social media marketing significantly and positively influences visitors' perceptions and sentiments Additionally, social media visitors' choice to visit a cultural tourism destination in Vietnam is controlled by the destination image Social media marketing and visitor intentions have an important, favorable, direct and indirect impact through Vietnam's cultural destination image Meanwhile, the purpose of the visit can be considered through the perceived destination image, information and value of the
Vietnamese cultural destination that has an important impact on tourists before deciding to visit The mean value of the perceived destination image variable demonstrated that importance The mean value of the affective destination image variable is not significantly different from the mean value of the cognitive destination image variable, indicating that emotional and visual impressions encourage many tourists to visit.
Recommendations
Based on the findings discovered in the previous section, there are several recommendations that can be made:
First, it is important to increase reach and transmission Accessibility and transmission are also one of the important factors of social media marketing that influence tourists' intention to visit Vietnamese cultural tourist destinations Articles and videos about Vietnamese cultural tourism destinations on social networks must identify groups of people suitable for the content being transmitted, promoting the promotion of marketing information to many different groups of people outside the group People Regularly monitor by running ads on social media platforms Research shows that the majority of people use social networks very often (51%), often (39.9%) The most used platforms are Facebook (32.9%), TikTok (25.8%), Instagram (20.5%), YouTube (18.4%) Information posted on social networks and social networking applications will be transmitted and accessed very quickly Taking advantage of social networks, those promoting Vietnamese cultural tourism destinations on social networks should combine with influential people on social networks, encouraging the creation of sayings and slogans that bring look different Besides, constantly updating new trends on social networking platforms to convey information about Vietnamese cultural tourist destinations to everyone as quickly, concisely and completely as possible.
Affective destination image plays a crucial role in influencing tourists' intentions to visit cultural destinations in Vietnam Research indicates a strong correlation between clear, trustworthy information and inspiring stories about these destinations with visitors' desire to experience them By incorporating compelling narratives associated with Vietnam's cultural heritage, travel marketers can effectively enhance the appeal of these destinations and drive visit intention.
39 to attracting tourists Social network users quickly access new and interesting information, cultural and historical stories, arousing the curiosity and interest of those approaching, from which they will make the decision to visit, experience at that cultural location The study's findings indicate that information and knowledge about Vietnamese cultural tourism destinations have a significant influence on tourists' interest The authenticity of information increases people's trust in Vietnam's cultural tourism destination Local leaders where cultural tourist attractions are located, organizations and businesses should also listen to opinions and evaluate directly and indirectly through social networking platforms about the quality of service of tourists calendar for Vietnamese cultural destinations It is necessary to improve service quality and best meet the needs of tourists so that the tourism industry, Vietnam's economy in general and Vietnam's cultural tourist destinations in particular can develop in the most positive direction.
Limitations and future research
Some main limitations of our study can be listed as follows The study was conducted with a sample size of more than 200 respondents, which may not be representative of the full population, the survey sample was limited in respondents because our respondents were mainly from a group of people in ages 18-25, so the number of participating age groups needs to be evenly distributed In addition, this study involves four variables, other relevant variables can be added for further research development Finally, self-reported data, research based on self-reported data by respondents, can be biased or erroneous
Based on these limitations, qualitative research can be used for future research to achieve interesting findings and new insights
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APPENDIX Questions Survey in Vietnamese:
Khảo sát sự ảnh hưởng của tiếp thị truyền thông xã hội đến hình ảnh, ý định ghé thăm các địa điểm du lịch văn hóa Việt Nam
Kính chào mọi người thực hiện khảo sát!
Nhóm chúng em là sinh viên của Trường Quốc Tế - Đại học Quốc gia Hà Nội, đang tham gia thực hiện đề tài nghiên cứu khoa học sinh viên “Tiếp thị truyền thông xã hội ảnh hưởng như thế nào đến hình ảnh điểm du lịch, ý định ghé thăm các địa điểm du lịch văn hóa ở Việt Nam” Để phục vụ cho việc nghiên cứu, nhóm chúng em đã lập ra khảo sát này nhằm thu thập dữ liệu về việc tiếp thị trên mạng xã hội đã truyền tải, ảnh hưởng thế nào đến hình ảnh điểm đến và ý định đến thăm các địa điểm du lịch văn hóa Việt Nam Nhóm chúng em rất mong nhận được sự giúp đỡ và đóng góp trung thực từ mọi người, để bài nghiên cứu có thể hoàn thành tốt và đạt được nhiều thành công
Nhóm chúng em xin cam kết bảo mật mọi thông tin được cung cấp và chỉ nhằm phục vụ cho mục đích nghiên cứu
Mọi người góp ý hay thắc mắc vui lòng liên hệ qua Gmail: 20070261@vnu.edu.vn
Xin chân thành cảm ơn!
Trong quá trình lướt các nền tảng mạng xã hội bạn đã từng nhìn thấy các bài viết, video, các gợi ý quảng cáo về các địa điểm du lịch văn hóa Việt Nam chưa? o Có Tôi đã thấy rất nhiều o Chưa Tôi chưa bao giờ thấy -> ngừng khảo sát
1 Giới tính của bạn là gì ? (GI1) o Nam o Nữ
2 Bạn thuộc nhóm tuổi nào dưới đây? (GI2) o 14-18 o 18-25 o 25 trở lên
3 Bạn có thường sử dụng mạng xã hội không? (GI3) o Rất thường xuyên o Thường xuyên o Thi thoảng o Hiếm khi
4 Nền tảng mạng xã hội nào bạn hay sử dụng nhất? (GI4) o Facebook o Instagram o TikTok o Youtube o LinkedIn o Mục khác:
Part II: Social media marketing
Mã Câu hỏi Hoàn toàn không đồng tình
Fun ENT1 Các thông tin về địa điểm du lịch văn hóa Việt Nam trên mạng xã hội rất vui vẻ và hài hước
ENT2 Thông tin trên mạng xã hội về địa điểm du lịch văn hóa Việt Nam đa dạng và thú vị
Useful ENT3 Các thông tin về địa điểm du lịch văn hóa Việt Nam trên mạng xã hội rất hữu ích
ENT4 Các thông tin về địa điểm du lịch văn hóa Việt Nam trên mạng xã hội luôn được cập nhập các xu hướng mới
Các biến Mã Câu hỏi Hoàn toàn không đồng tình
INT1 Các thông tin về địa điểm du lịch văn hóa Việt Nam luôn được đăng tải thường xuyên, tích cực trên mạng xã hội
Discussion INT2 Luôn có sự thảo luận từ người dùng mxh cho các thông tin về địa điểm du lịch văn hóa Việt Nam được đăng tải trên các nền tảng mxh
Trên các nền tảng mạng xã hội, cộng đồng INT3 luôn có sự tương tác nhiệt tình giữa quản trị viên và người theo dõi về chủ đề địa điểm du lịch văn hóa Việt Nam Mối quan hệ này thúc đẩy sự trao đổi thông tin, chia sẻ kinh nghiệm và tạo ra một cộng đồng năng động, đóng góp vào việc quảng bá du lịch Việt Nam.
INT4 Mọi người chia sẻ thông tin, câu chuyện về địa điểm du lịch văn hóa Việt Nam của họ trên mxh
Các biến Mã Câu hỏi Hoàn toàn không đồng tình
CRE1 Thông tin trên mạng xã hội mang lại nhiều thông tin về cơ sở vật chất của các địa điểm du lịch văn hóa Việt Nam