Tóm tắt:
Mạng xã hội (MXH) đang ngày càng trở thành một yếu tố then chốt định hình hành vi du lịch trong bối cảnh hiện đại. Nghiên cứu này tập trung phân tích ảnh hưởng của nội dung MXH, bao gồm nội dung do doanh nghiệp tạo ra (TOC) và nội dung do người dùng tạo ra (UGC), đến quyết định lựa chọn điểm đến du lịch (DeT) của du khách tại Thành phố Hồ Chí Minh (TP. HCM). Dữ liệu được thu thập từ 314 khách du lịch thông qua khảo sát trực tiếp, sử dụng phương pháp chọn mẫu thuận tiện. Kết quả phân tích Mô hình cấu trúc tuyến tính (SEM) chỉ ra rằng cả TOC và UGC đều có ảnh hưởng đáng kể đến nhận thức và tình cảm của du khách đối với điểm đến, từ đó hình thành hình ảnh tổng quát tích cực và thúc đẩy quyết định lựa chọn. Nghiên cứu đã làm rõ vai trò trung gian của nhận thức và cảm xúc đối với điểm đến trong mối quan hệ giữa nội dung MXH và ý định lựa chọn điểm đến của du khách. Những phát hiện này mang lại ý nghĩa thực tiễn cho các nhà quản lý và doanh nghiệp trong lĩnh vực du lịch, góp phần xây dựng các chiến lược tiếp thị bền vững và hiệu quả hơn thông qua việc khai thác tiềm năng của MXH.
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Abstract:
Social media has become a crucial factor in shaping tourist behavior in the digital age. This study investigates the impact of social media content—specifically tour-operator-generated content (TOC) and user-generated content (UGC)—on tourists' destination choice decisions, using Ho Chi Minh City as a case study. Data were collected from 314 tourists through direct surveys using a convenience sampling method. Structural Equation Modeling (SEM) results reveal that both TOC and UGC significantly influence tourists' cognitive and affective perceptions of the destination. These perceptions, in turn, shape an overall positive destination image and directly impact destination choice decisions. The study also highlights the mediating role of cognitive and affective destination perceptions in reinforcing the effect of social media content on tourists’ decision-making.