Overview

Original Research

THE RELATIONSHIP AMONG SOCIAL MEDIA, DESTINATION IMAGE AND ATTITUDE TOWARDS DESTINATION: THE CASE STUDY OF MEKONG DELTA TOURISM

QUANG BE BUI 1, VAN TRINH BUI 2, and TAN NGHIEM LE 3.

Vol 17, No 11 ( 2022 )   |  DOI: 10.5281/zenodo.7385812   |   Author Affiliation: Department of Business Administration, School of Economics, Can Tho University, Can Tho, Vietnam 1; Associate Professor, Ph.D., Department of Finance and Banking, School of Economics, Can Tho University, Can Tho, Vietnam 2; Ph.D., School of Economics, Can Tho University, Campus II, 3/2 Street, Can Tho City, Vietnam 3.   |   Licensing: CC 4.0   |   Pg no: 1884-1896   |   To cite: QUANG BE BUI, et al., (2022). THE RELATIONSHIP AMONG SOCIAL MEDIA, DESTINATION IMAGE AND ATTITUDE TOWARDS DESTINATION: THE CASE STUDY OF MEKONG DELTA TOURISM. 17(11), 1884–1896. https://doi.org/10.5281/zenodo.7385812   |   Published on: 30-11-2022

Abstract

The aim of this study was to determine the relationship between social media, destination image and attitude towards destination of tourists in the Mekong Delta. Research data was collected from 512 tourists in the Mekong Delta. This paper employed Cronbach's Alpha coefficient, exploratory factor analysis, Confirmatory factor analysis and Structural equation modeling methods to test the proposed hypotheses. Estimation results revealed that social media positively influences destination image. Empirical findings also pointed out that social media and destination image have positive relationships with attitude towards destination. Based on the research results, several governance implications were proposed in order to help tourists form positive attitude towards the destination in Mekong Delta, including (1) Actively use social media in introducing, promoting and spreading information about the destination; (2) Build an attractive destination image.

Keywords

Social Media, Destination Image, Attitude towards Destination, Tourism, Vietnam