Media-induced tourism: key factors in music video affect youth travel intention in Ho Chi Minh city
Abstract
The aim of this research is to identify which factors in music video affect
youth travel intention after viewing it in Ho Chi Minh City. Quantitative method used
primarily in this study including a number of statistical tests such as descriptive statistics,
reliable test, exploratory factor analysis and multiple regressions. In addition, the key
participants of this research are Vietnamese young people who have watched music video
within 12 months and a survey was carried out with sample size of 354 people. The result
indicated that the frequency of watching music video factor was connected positively
with the travel intention and that factor was affected significantly by celebrity
involvement, topic & content and scene backgrounds. The findings also suggest that the
more tourism film makers invested in the celebrity involvement, music, scene
backgrounds and topic & content; the more probability young tourists induce to travel to
the destinations appearing on music video. The paper also provides recommendation and
suggestion for a strategy of tourism industry in Vietnam.
Key words: media-induced tourism, travel intention