DETERMINANTS OF SOCIAL MEDIA APPLICATION IN TOURISM DEVELOPMENT IN CAN THO CITY, VIETNAM

Autor/innen

  • Nguyen Thi Be Ba School of Political Science, Social Sciences and Humanities, Can Tho University, Vietnam
  • Nguyen Nhut Nam Faculty of Multimedia Communications, Can Tho University, Vietnam
  • Cao Ly Thuy An Faculty of Multimedia Communications, Can Tho University, Vietnam
  • Tran Thi Bich Huyen School of Political Science, Social Sciences and Humanities, Can Tho University, Vietnam
  • Thai Cong Dan School of Foreign Languages, Can Tho University, Vietnam

DOI:

https://doi.org/10.46827/ejsss.v11i5.2098

Schlagwörter:

social media, Can Tho tourism, digital communication, information quality, electronic word-of-mouth

Abstract

The study aims to analyze the role of social media communication in tourism development in Can Tho City, which is considered a distinctive tourism center of the Mekong Delta region. Survey data were collected from 200 respondents, mainly young people (82.5% aged 18–29), with high educational levels and frequent social media usage—representing the potential customer group for digital tourism. A quantitative research method was applied, including Exploratory Factor Analysis (EFA) and linear regression. The results show that six key social media factors positively influence tourism development: information quality, usefulness, advertising, word-of-mouth, credibility, and social interaction. Among these, information quality (Beta = 0.402) and social media word-of-mouth (Beta = 0.385) are the most influential factors. In addition, Facebook (92%) and TikTok (85.5%) were identified as the most popular platforms for searching and sharing tourism information. The study confirms that social media communication not only guides but also significantly enhances destination attractiveness, particularly through visual content such as images, short videos, and authentic experiences. The findings suggest that the tourism sector in Can Tho should focus on improving digital content quality, effectively leveraging electronic word-of-mouth, and promoting advertising and social interaction to foster sustainable local tourism development.

 

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Autor/innen-Biografien

  • Nguyen Thi Be Ba, School of Political Science, Social Sciences and Humanities, Can Tho University, Vietnam

    Dr. Nguyen Thi Be Ba is a Senior Lecturer at Can Tho University, Vietnam, specializing in community-based tourism, sustainable tourism, and food security in the Mekong Delta. She has led key research projects on tourism development and cultural preservation and authored over 70 scientific publications, including books and international articles. Her work contributes to tourism management, cultural heritage, and regional food security. She can be reached at ntbba@ctu.edu.vn.

  • Thai Cong Dan, School of Foreign Languages, Can Tho University, Vietnam

    Dr. Thai Cong Dan is a Senior Lecturer in English at the School of Foreign Languages, Can Tho University (CTU), Vietnam. He earned his PhD in Educational Administration (English Program) from Naresuan University, Thailand (2010), and his M.A. in Cultural Aspects and Literature from the University of Notre Dame du Lac, USA (1999). His research interests encompass TEFL/TESOL, intercultural communication, English for Specific Purposes (ESP), curriculum design, language assessment, and tourism education. He can be reached at tcdan@ctu.edu.vn and ORCID: https://orcid.org/0009-0002-9566-8128.

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Veröffentlicht

2025-12-13

Ausgabe

Bd. 11 Nr. 5 (2025)

Rubrik

Articles