The Influence of Social Media and Destination Image on Tourist Destination Choice Behavior

Thi Mai Le (), Huy Hung Ta (), Thi Hong Hanh Nguyen () and Bao Ngoc Le ()
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Thi Mai Le: Vietnam National University, Department of Economics and Management, International School
Huy Hung Ta: Vietnam National University, Department of Economics and Management, International School
Thi Hong Hanh Nguyen: Vietnam National University, Department of Economics and Management, International School
Bao Ngoc Le: Institute of Technology, Department of Marketing Posts, and Telecommunications

A chapter in Vietnamese Business and Sustainable Development in a Globalized and Digitalized Era, 2026, pp 220-233 from Springer

Abstract: Abstract The research investigates the influence of social media channel (SMC), social media promotion (SMP), social media information search (SMIS), and destination image (DI) on tourists’ destination choice behavior (DCB) and intention to visit (IT) a specific destination in Vietnam. The study was conducted through interviews and questionnaires with 270 respondents. Partial least squares structural equation modeling (PLS-SEM) was used for data analysis. The findings show that SMP has the greatest impact on DCB, followed by SMC, DI, IT and SMIS. IT mediates the relationship between social media factors, DI, and DCB. Furthermore, SMC and SMP positively impact IT, with SMC exerting the stronger influence. The findings provide practical implications for business operators to help them develop effective strategies to enhance their online brand identity and ultimately improve their sales performance.

Keywords: Destination image; Destination choice behavior; Marketing and consumer behavior; Marketing in emerging markets; Marketing services; Structural equation modeling (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-032-24745-2_12

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DOI: 10.1007/978-3-032-24745-2_12

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