Developing The Tourism Destination Image Through Social Media: The Case Of Vietnam

Abstract

This research aims to identify the positive factors of social media communication that influence tourists' perceptions of destination image. Subsequently, the research has proffered several propositions for the enhancement of destination image through social media platforms. To realize these objectives, the investigation employed a questionnaire-based survey methodology. Data collection encompassed the distribution of 300 questionnaires among university students across the Hanoi region, with analysis conducted employing SPSS 20 software. This study identified Attitude, Advertising Appeal, Content Similarity, Usefulness, Information Accuracy, and Honesty as factors exerting a positive influence on tourists' perceptions of destination image.