The Impact Of Social Media Marketing On Cognitive And Affective Destination Image Toward Intention To Visit Cultural Destinations In Vietnam

Dieu Thuy Vu, Thi Mai Le (), Trung Hien Nguyen and Tuan Minh Nguyen
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Dieu Thuy Vu: Swinburne Vietnam Alliance Program, FPT University
Thi Mai Le: Vietnam National University, Faculty of Economics and Management, International School
Trung Hien Nguyen: Vietnam National University
Tuan Minh Nguyen: Vietnam National University, High school of education sciences

A chapter in Proceedings of the International Conference on Emerging Challenges: Sustainable Strategies in the Data-Driven Economy (ICECH 2024), 2025, pp 300-315 from Springer

Abstract: Abstract Research Purpose. The purpose of this study is to investigate how social media marketing influences tourists’ cognitive and affective perceptions of destination image and their subsequent intention to visit cultural destinations in Vietnam. The research explores how these marketing efforts shape tourists’ mental and emotional engagement with destinations. Research Motivation. With the emerging impact of social media on travel decisions, this research addresses a gap in understanding how social media marketing affects both cognitive (knowledge-based) and affective (emotion-based) destination images and ultimately influences tourists’ intention to visit cultural destinations. This topic is particularly relevant given the increasing importance of social media in shaping tourism behaviours globally. Research Design, Approach, and Method. The study utilizes a cross-sectional survey approach, employing convenience sampling to collect 208 valid data from social media users in Vietnam. Structural Equation Modeling (SEM) is used to examine the relationships between social media marketing, destination image (both cognitive and affective), and tourists’ visit intentions. Main Findings. The results reveal that social media marketing significantly improves both cognitive and affective perceptions of destination image, positively impacting tourists’ intention to visit cultural sites. Additionally, the findings indicate a partial mediation effect, where social media marketing influences intentions through enhanced destination image. Practical/Managerial Implications. Destination managers should leverage social media marketing to enhance both the knowledge and emotional appeal of destinations. By creating engaging and emotionally compelling content, destination managers can boost interest and visitation rates, offering a practical strategy for promoting cultural tourism in Vietnam.

Keywords: social media marketing; cognitive destination image; affective destination image; tourist intentions; cultural destinations (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-694-9_21

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