We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
The Impact Of Electronic Social Media On Asian Tourists' Destination Decision: A Case Study In The Mekong Delta.
- Authors
Le Duy VU; Hong Minh Ngoc TRAN
- Abstract
Tourism is one of the key industries for economic development in the world in general and in Vietnam in particular. This has great significance in contributing to attracting Asian tourists to the Mekong delta and the tourism development of the Mekong delta. The aim of this study is to analyze the the impact of electronic social media on Asian tourists' decision choose the Mekong delta to be a tourist destination decision. The subjects of this study are Asian tourists visiting 13 cities in the Mekong Delta. Based on the survey data with 610 Asian visitors to cities in the Mekong delta in 2022 collected using convenience sampling method, results from the partial least squares structural equation modeling (PLS-SEM) show that four factors of electronic social media including word-of-mouth, electronic usergenerated content, electronic destination Marketing strategies, social media influencer have a postive effect on the destination image & the tourist destination decidion. Moreover, destination image also has a possitive effect on the tourist destination decision. Finally, some implications are also suggested to attract Asian tourists to the Mekong delta.
- Subjects
MEKONG River Delta (Vietnam &; Cambodia); DESTINATION image (Tourism); TOURIST attractions; SOCIAL media; INFLUENCER marketing; SOCIAL impact; CONVENIENCE sampling (Statistics); WORD of mouth advertising; SMART cities
- Publication
Quality - Access to Success, 2024, Vol 25, Issue 200, p28
- ISSN
1582-2559
- Publication type
Article
- DOI
10.47750/QAS/25.200.04