Factors Affecting The Intention To Visit Heritage Sites Through User's Attitude On Heritages' Facebook Page: A Case Study Of The Hoa Lo Prison Relic Facebook Page To Vietnamese Young People

Abstract

This study investigates the effects of young Vietnamese people's attitudes on the Facebook pages of historical and cultural heritage sites and the intention to visit these sites through the typical case of Hoa Lo Prison Relic. The concepts of social media and social media marketing, online brand communities, Facebook pages, and uses and gratifications theory are studied by the author to lead to six hypotheses about the motivations affecting the attitudes of young Vietnamese people on their Facebook pages' historical and cultural heritage, to the site itself, and the intention to visit these sites. A quantitative research method is used in this study. An online questionnaire generated via Google Forms is sent to the target population via Facebook using convenience and snowball sampling methods. A total of 300 valid responses were collected and used as primary data for further analysis. As a result, five out of six hypotheses were accepted, the rejected hypothesis being H3. Thus, through this research paper, the Hoa Lo Prison Relic site, in particular, and historical and cultural heritage sites in Vietnam, in general, can be used as a reference to develop a marketing strategy for these places into familiar tourist destinations for Vietnamese young people. Several other discussion and recommendations are also mentioned in this research paper.