The Effect Of Social Media Reviews On Destination Visit Intention Through Customer Experience. A Study Of Destinations In Ninh Binh Province

Abstract

Purpose – The purpose of this study is to describe the influence of social media reviews in customers' destination visit intention from the Vietnamese perspective. In doing so, characteristics that predict social media reviews were identified, and their indirect impacts on destination visit intention were studied. Design/methodology/approach – This study is based on information gathered from replies to a web survey of 300 people in Vietnam. To verify the model created using the structural equation modeling method, descriptive statistics, EFA, Bootstrapping, T-tests, etc were measured. Findings – Trustworthiness affects the attitude of visitors towards the usage of favorable social media evaluations for destination visit intentions. Originality/value – The results of the study are slightly different from previous studies in the same field since this research adopts a different strategy and investigates what motivates travelers to heed the advice of online travel communities. In addition, this result can confirm the surprising role of reviews and travel bloggers.