VIETNAM NATIONAL UNIVERSITY, HANOI INTERNATIONAL SCHOOL STUDENT RESEARCH REPORT HOW SOCIAL MEDIA MARKETING INFLUENCE TO DESTINATION IMAGE AND INTENTION TO VISIT VIETNAMESE CULTURAL DESTINATIONS? KT.23_39 Team Leader: Duong Thuy Nga ID: 20070261 Class: IB2020D Hanoi, April 05,2024 TEAM LEADER INFORMATION I. Student profile - Full name: Dương Thúy Nga - Date of birth: 24/09/2002 - Place of birth: Thai Nguyen - Class: IB2020D Picture 4x6 - Program: International Business - Address: Trung Hoa, Cau Giay District, Hanoi - Phone no. /Email: 0981923638/ thuyngapyy@gmail. Academic Results (from the first year to now) Academic year Overall score Academic rating 2020 - 2021 3.
Hanoi, April 15,2024 Advisor Team Leader (Sign and write fullname) (Sign and write fullname) 1 TABLE OF CONTENTS LIST OF TABLES. 4 LIST OF FIGURES. Background of Study. Objectives of the study.
Contribution of the study. 12 CHAPTER 2: LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT. Social Media Marketing (SMM). 13 H1: Social Media Marketing significantly influences the Cognitive Destination Image.
15 H2: Social Media Marketing has a positive effect on Affective Destination Image. 16 H3: Social Media Marketing has a positive influence on Intention to Visit. 16 H4: Cognitive Destination Image has a positive effect on the Intention to Visit. 17 H5: Affective Destination Image has a positive effect on the Intention to Visit.
17 CHAPTER 3: METHOD METHODOLOGY. Scale of study. Data gathering procedure. Data Collection Technique.
Population and Sample Size. Data Analysis Technique. Descriptive Statistic Analysis. Reliability and Content Validity Analysis.
Comparing Mean Test. Structural Equation Model. 24 CHAPTER 4: RESULT AND DISCUSSION. Comparing Mean Test.
Structural Equation Model. 35 CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS. Limitations and future research. 48 3 LIST OF TABLES Table 1: Likert's Five Point Rating Scale.
20 Table 2: Dimensions and indicators of conducted variables. 21 Table 3: Demographic descriptive (N = 208). 26 Table 4: Reliabilities among the variable. 27 Table 5: T-test results by gender.
28 Table 6: ANOVA Test results by age group. 28 Table 7: ANOVA Test results by frequency. 29 Table 8: Standardized factor loadings, CR and AVE of the model. 30 Table 9: The latent variable correlation matrix: discriminant validity.
32 Table 10: The Structural Model Analysis Result. 33 Table 11: Effect Size Analysis Result. 34 Table 12: Results for Structural equation model. 34 Table 13: The Hypothesis Analysis Results.
37 4 LIST OF FIGURES Figure 1: Research Conceptual Framework. 18 Figure 2: Frequency chart result. 29 Figure 3: Research conceptual framework. 35 5 INTRODUCTION HOW SOCIAL MEDIA MARKETING INFLUENCE TO DESTINATION IMAGE AND INTENTION TO VISIT VIETNAMESE CULTURAL DESTINATIONS? 1.
Project Code KT. Member List: Full Name Class ID Dương Thúy Nga IB2020D 20070261 Bùi Ngọc Ánh IB2022B 22070419 3. Le Thi Mai Faculty: Economics and Management Specialization: Business and management Dr. Nguyen Trung Hien Faculty: Vietnam National University, Specialization: Marketing 6 ABSTRACT Managers of cultural tourism destinations in Vietnam have promoted their destination images through social networking sites.
However, it is imperative to understand the types of destination images needed to influence tourists. The purpose of this study was to determine whether the cognitive or affective description of the destination image affects the intention to visit. The study's data was collected from responses from 220 survey participants. Data were analyzed using PLS-SEM.
Analytical data shows that social media marketing, cognitive destination image, and emotional destination image significantly influence the intention to visit Vietnamese cultural destinations. Destination image is the bridge between social media marketing and traveler decision-making trends. This study provides both academic and practical contributions to improve the limitations of previous studies, proposing some reasonable recommendations to enhance tourism and improve the economic efficiency of Vietnam. Keywords (3 – 5 words): Social media marketing, destination image, intention to visit, Vietnamese cultural destination 7 CHAPTER 1: INTRODUCTION 1.
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. Previous studies have shown that social media sites (e., 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. 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. 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; WC Gartner 1993) 8 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. 9 This research investigates the role of social media marketing on tourists' destination image and intention to visit Vietnamese cultural tourism destinations.
Furthermore, we seek to distinguish whether affective and cognitive destination image exert different degrees of influence on these intentions, shedding light on the nuanced dynamics of this multifaceted program. 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: - Gender - Years old - 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 1. Research contribution 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 10 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. Practical contribution 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 8: Analyze data Step 9: Interpret the collected results Step 10: Suggestions and recommendations 11 1. 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 discusses the research methods used in this research model, including: Research model, research variables operational definition and measurement design, sample size, data type, data collection techniques and data analysis techniques. The results of the analysis will be discussed further in chapter IV.
The results and discussion chapter presents the results related to descriptive analysis and mean comparison, reliability analysis, measurement model, and structural equation model. The conclusion and recommendations chapter will end with an explanation of the conclusions, discuss the research results after the analysis, and provide constructive recommendations and suggestions for businesses according to the conclusions obtained. The study also addresses the limitations of previous studies and adds information for future research. 12 CHAPTER 2: LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT 2.
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.