The influencing of facebook user-generated content (UGC) on tourists' intention travelling a destination in Vietnam
Abstract
This study is to investigate Travel Intention in Vietnam base on five the factors of Credibility (CR), Informativeness(IN), Irritation(IR), Entertainment(EN) and Motivation (MOV)of Facebook UGC. By referring previous studies related with tourism and Facebook social media tool, the purpose of this investigation is find out the relationship between independent variables and dependent variance in other to provide solutions and recommendation for tourism in Vietnam.
To be spices, the research applied quantitative approach and conducted questionnaire from 333 respondents collected in Ho Chi Minh city. SPSS software was to analysis multi-findings, which demonstrate the positive association between two facts (Informativeness and Motivation) and Travel Intention. Moreover, negative effect of Irritation factor on Intention of tourism was also proved in the research.
Generally, the study contribute findings and recommendation to help Vietnam tourism industry understand deeply utilizing Facebook UGC as essential marketing tools to enhance the quality of visual information sources and number of tourism coming to news destinations in Vietnam.