SỐ 244 | Tháng 7/2026
Nội dung do người dùng tạo và ý định du lịch mạo hiểm nhẹ nhàng: Vai trò trung gian của thái độ, hình ảnh điểm đến
Nguyễn Minh Phương, Trương Đình Thái, Bùi Thành Khoa
Tóm tắt:
Mục tiêu nghiên cứu: Nghiên cứu nhằm kiểm định tác động của nội dung do người dùng tạo (UGC) đến ý định du lịch mạo hiểm nhẹ nhàng (YDDL) thông qua hai biến trung gian: Thái độ du khách (TD) và hình ảnh điểm đến (HADD).
Thiết kế nghiên cứu/phương pháp/tiếp cận: Dữ liệu định lượng được thu thập qua khảo sát trực tuyến 324 du khách Việt Nam và được phân tích trên SmartPLS 4.1 nhằm kiểm định mô hình đo lường và mô hình cấu trúc theo phương pháp PLS-SEM.
Kết quả nghiên cứu chính: Nghiên cứu khẳng định UGC có tác động cùng chiều đến YDDL cả trực tiếp và gián tiếp thông qua tác động trung gian của TD và HADD. Trong đó, tác động trung gian của TD nổi trội hơn HADD và cơ chế trung gian bán phần được xác nhận trong mô hình nghiên cứu.
Giá trị đóng góp mới: Nghiên cứu góp phần bổ sung bằng chứng thực nghiệm về vai trò của UGC đối với ý định hành vi trong bối cảnh du lịch mạo hiểm nhẹ nhàng, đồng thời đề xuất các hàm ý quản trị thiết thực nhằm giúp doanh nghiệp tối ưu UGC để nâng cao hiệu quả thu hút du khách.
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The Impact of User-Generated Content on Soft Adventure Travel Intention: The Mediating Roles of Tourist Attitude and Destination Image
Abstract:
Purpose: This study aims to examine the impact of user-generated content (UGC) on soft adventure travel intention through two mediating variables: tourist attitude and destination image.
Design/methodology/approach: Quantitative data were collected through an online survey of 324 Vietnamese tourists and analyzed using SmartPLS 4.1 to assess the measurement and structural models based on the partial least squares structural equation modeling approach.
Findings: The results confirm that UGC has a positive impact on soft adventure travel intention both directly and indirectly through the mediating effects of tourist attitude and destination image. Among them, the mediating effect of tourist attitude is more prominent than that of destination image, and partial mediation is established within the research model.
Originality/value: This study contributes to the literature by providing additional empirical evidence on the role of UGC in shaping behavioral intentions in the context of soft adventure tourism, while also offering practical managerial implications to help firms optimize UGC to enhance their effectiveness in attracting tourists.