Social media's impact on Zoomers generation (Gen Z) tourists’ travel intention in Vietnam
Main Article Content
Abstract
The purpose of this quantitative research is to identify the effect of social media on Zoomers generation (Gen Z) tourists' travel intention in Vietnam. An online questionnaire survey of a total of 218 samples was conducted with the nationwide participation of Gen Z. Exploratory factor analysis and multiple linear regression model are used. The study finds that four social media factors positively affect the travel intention of Gen Z tourists in Vietnam, in descending order “Information quality”, “Advertisement on social media”, “Word-of-mouth on social media”, and “Usefulness of information”. The findings serve to provide important information for state management agencies in tourism and tourism-related enterprises to develop solutions to increase generation Z's travel needs in Vietnam through social media in the near future.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Keywords
Gen Z, social media, tourists, travel intention, Vietnam
References
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Aichner, T., & Jacob, F. (2015). Measuring the degree of corporate social media use. International Journal of market research, 57(2), 257-276. DOI: https://doi.org/10.2501%2FIJMR-2015-018.
Bae, S. J., Lee, H., Suh, E. K., & Suh, K. S. (2017). Shared experience in pretrip and experience sharing in posttrip: A survey of Airbnb users. Information & management, 54(6), 714-727. DOI: https://doi.org/10.1016/j.im.2016.12.008.
Bebber, S., Milan, G. S., De Toni, D., Eberle, L, & Slongo, L. A. (2017). Antecedents of purchase intention in the online context. Journal of Relationship Marketing, 16(1), 82-98.
Castaneda, J. A., Frias, D. M., Munoz-Leiva, F., & Rodriguez, M. A. (2007). Extrinsic and intrinsic motivation in the use of the internet as a tourist infor- mation source. International Journal of Internet Marketing and Advertising, 4(1), 37-52.
Cheng, Y., Wei, W., & Zhang, L. (2020). Seeing destinations through vlogs: implications for leveraging customer engagement behavior to increase travel intention. International Journal of Contemporary Hospitality Management, 32(10), 3227-3248. DOI: https://doi.org/10.1108/IJCHM-04-2020-0319.
Cheunkamon, E., Jomnonkwao, S., & Ratanavaraha, V. (2020). Determinant factors influencing Thai tourists’ intentions to use social media for travel planning. Sustainability, 12(18), 7252. DOI: https://doi.org/10.3390/su12187252.
Cho, M., Bonn, M. A., & Han, S. J. (2018). Generation Z’s sustainable volunteering: Motivations, attitudes, and job performance. Sustainability (Switzerland), 10(5), 1–16. DOI: https://doi.org/10.3390/su10051400.
Chung, N., & Koo, C. (2015). The use of social media in travel information search. Telematics and Informatics, 32(2), 215-229. DOI: https://doi.org/10.1016/j.tele.2014.08.005.
Digital Global. (2020). Global Digital Overview. Retrieved from: https://datareportal.com/reports/digital-2020-global-digital- overview.
Dolot, A. (2018). The characteristics of Generation Z. E-mentor, 74(2), 44-50.
Đinh, T. D. (2022). Gen Z là gì? Thế hệ Z sinh năm bao nhiêu? Các đặc điểm?. Truy cập từ: https://luatduonggia.vn/gen-z-la-gi-the-he-z-sinh-nam-bao-nhieu-cac-dac-diem/.
Expedia Group Media Solutions. (2018). Generation, Z. A Look Ahead: How Younger Generations Are Shaping the Future of Travel, Custom Research.. Retrieved from: https://info.advertising.expedia.com/travel-and-tourism-trends-research-for- marketers?utm_source=skift&utm_medium=cpc&utm_content=2019-12-travel-and-tourism-trends-research-for-marketers& utm_campaign=2019-skift.
Gebsombut, N., & Ho, C. T. B. (2019). Drivers of social network adoption in post-travel phase: An empirical study in Thai tourists. Cogent Business & Management, 6(1), 1702837. DOI: https://doi.org/10.1080/23311975.2019.1702837.
Gómez-Suárez, M., Martínez-Ruiz, M. P., & Martínez-Caraballo, N. (2017). Consumer-brand relationships under the marketing 3.0 paradigm: a literature review. Frontiers in psychology, 8, 252. DOI: https://doi.org/10.3389/fpsyg.2017.00252.
Grewal, D., Krishnan, R., Baker, J., & Borin, N. (1998). The effect of store name, brand name and price discounts on consumers' evaluations and purchase intentions. Journal of retailing, 74(3), 331-352. DOI: https://doi.org/10.1016/S0022-4359(99)80099-2.
Haddouche, H., & Salomone, C. (2018). Generation Z and the tourist experience: Tourist stories and use of social networks. Journal of Tourism Futures, 4(1), 69–79. DOI: https://doi.org/10.1108/JTF- 12-2017-0059.
Hajli, M. (2013). A research framework for social commerce adoption. Information Management & Computer Security, 21(3), 144-154. DOI: https://doi.org/10.1108/IMCS-04-2012-0024.
Han, J., & Chen, H. (2021). Millennial social media users' intention to travel: the moderating role of social media influencer following behavior. International Hospitality Review. DOI: https://doi.org/10.1108/IHR-11-2020-0069.
Heinrichs, J. H., Lim, J. S., &Lim, K. S. (2011). Influence of social networking site and user access method on social media evaluation. Journal of Consumer Behaviour, 10(6), 347-355. DOI: https://doi.org/10.1002/cb.377.
Hinz, O., Skiera, B., Barrot, C., & Becker, J. U. (2011). Seeding strategies for viral marketing: An empirical comparison. Journal of marketing, 75(6), 55-71. DOI: https://doi.org/10.1509%2Fjm.10.0088.
Đinh, P. H. (2012). Phương pháp nghiên cứu định lượng & những nghiên cứu thực tiễn trong kinh tế phát triển – nông nghiệp. Thành phố Hồ Chí Minh: NXB Phương Đông.
Huerta-Álvarez, R., Cambra-Fierro, J. J., & Fuentes-Blasco, M. (2020). The interplay between social media communication, brand equity and brand engagement in tourist destinations: An analysis in an emerging economy. Journal of Destination Marketing & Management, 16, 100413. DOI: https://doi.org/10.1016/j.jdmm.2020.100413.
Hysa, B., Karasek, A., & Zdonek, I. (2021). Social media usage by different generations as a tool for sustainable tourism marketing in society 5.0 idea. Sustainability, 13(3), 1018. DOI: https://doi.org/10.3390/su13031018.
Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook. Journal of Product & Brand Management, 22(5), 342-351. DOI: https://doi.org/10.1108/JPBM-05-2013-0299.
Lê, V. H., & Trương, T. T. A. (2012). Phương pháp nghiên cứu trong Kinh doanh. Thành phố Hồ Chí Minh: NXB Tài chính.
Jaya, I. P. G. I. T., & Prianthara, I. B. T. (2020). Role of Social Media Influencers in Tourism Destination Image: How Does Digital Marketing Affect Purchase Intention?. In 3rd International Conference on Vocational Higher Education (ICVHE 2018). 9-20. Atlantis Press.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68. DOI: https://doi.org/10.1016/j.bushor.2009.09.003.
Kim, S. E., Lee, K. Y., Shin, S. I., & Yang, S. B. (2017). Effects of tourism information quality in social media on destination image formation: The case of Sina Weibo. Information & Management, 54(6), 687-702. DOI: http://dx.doi.org/10.1016/j.im.2017.02.009.
Khang, H., Ki, E. J., & Ye, L. (2012). Social media research in advertising, communication, marketing, and public relations, 1997–2010. Journalism & Mass Communication Quarterly, 89(2), 279-298. DOI: https://doi.org/10.1177%2F1077699012439853.
Kucukusta, D., Law, R., Besbes, A., & Legohérel, P. (2015). Re- examining perceived usefulness and ease of use in online booking the case of Hong Kong online users. International Journal of Contemporary Hospitality Management, 27(2), 185-198. DOI: https://doi.org/10.1108/IJCHM-09-2013-0413.
Leung, D., Law, R., Van Hoof, H., & Buhalis, D. (2013). Social media in tourism and hospitality: A literature review. Journal of Travel & Tourism Marketing, 30(1-2), 3-22. DOI: https://doi.org/10.1080/10548408.2013.750919-
Livingstone, S. (2018). iGen: Why today’s super-connected kids are growing up less rebellious, more tolerant, less happy, and completely unprepared for adulthood. Journal of Children and Media, 12(1), 118-123. https://doi.org/10.1080/17482798.201 7.1417091.
Munar, A. M., & Jacobsen, J. K. S. (2014). Motivations for sharing tourism experiences through social media. Tourism management, 43, 46-54. DOI: https://doi.org/10.1016/j.tourman.2014.01.012.
Ninan, N., Roy, J. C., & Cheriyan, N. K., 2020. Influence of social media marketing on the purchase intention of Gen Z. International Journal of Advanced Science and Technology, 29(1), 1692-1702.
Nguyen V. H., Truong, T. X. D., Pham, H. T., Tran, D. T., & Nguyen, P. H. (2021). Travel intention to visit tourism destinations: A perspective of generation Z in Vietnam. The Journal of Asian Finance, Economics and Business, 8(2), 1043-1053. DOI: https://doi.org/10.13106/jafeb.2021.vol8.no2.1043.
Odusanya, K., Aluko, O., & Lal, B. (2020). Building consumers’ trust in electronic retail platforms in the sub-Saharan context: an exploratory study on drivers and impact on continuance intention. Information Systems Frontiers. 1-15. DOI: https://doi.org/10.1007/s10796-020-10043-2.
Priporas, C. V., Stylos, N., & Fotiadis, A. K. (2017). Generation Z consumers' expectations of interactions in smart retailing: A future agenda. Computers in Human Behavior, 77, 374-381. DOI: https://doi.org/10.1016/j.chb.2017.01.058.
Schiffman, L.G., & Kanuk, L. L. (2007). Consumer Behavior (9th ed.). Upper Saddle River, NJ: Prentice Hall.
Schlossberg, M. (2016). Teen Generation Z is being called millennials on steroids, and that could be terrifying for retailers. Retrieved. 9.
Tarute, A., Nikou, S., & Gatautis, R. (2017). Mobile application driven consumer engagement. Telematics and Informatics, 34(4), 145-156. DOI: https://doi.org/10.1016/j.tele.2017.01.006.
Nguyễn, Đ. T. (2011). Phương pháp nghiên cứu khoa học trong kinh doanh. Hà Nội: NXB Lao động - Xã hội.
Traylor, M. B. (1981). Product involvement and brand commitment. Journal of advertising research, 21(6), 51-56.
Trivedi, J., & Rozia, M. (2019). The impact of social media communication on Indian consumers travel decisions. Journal of Communication: Media Watch, 18(5), 5-18.
Tsai, F. M., & Bui, T. D. (2021). Impact of word of mouth via social media on consumer intention to purchase cruise travel products. Maritime Policy & Management, 48(2), 167-183. DOI: https://doi.org/10.1080/03088839.2020.1735655.
Hoàng, T., & Chu, N. M. N. (2008a). Phân tích dữ liệu nghiên cứu với SPSS (tập 1). Thành phố Hồ Chí Minh: NXB Hồng Đức.
Hoàng, T., & Chu, N. M. N. (2008b). Phân tích dữ liệu nghiên cứu với SPSS (tập 2). Thành phố Hồ Chí Minh: NXB Hồng Đức.
Williams, K. C., Page, R. A., Petrosky, A. R., & Hernandez, E. H. (2010). Multi-generational marketing: Descriptions, characteristics, lifestyles, and attitudes. The Journal of Applied Business and Economics, 11(2), 21.
Yang, F. X. (2017). Effects of restaurant satisfaction and knowledge sharing motivation on eWOM intentions: the moderating role of technology acceptance factors. Journal of Hospitality & Tourism Research, 41(1), 93-127. DOI: https://doi.org/10.1177%2F1096348013515918
Yip, W. S., & Mo, W. Y. (2020). An investigation of purchase intention of using mobile Apps for online traveling and booking service. International Journal of Innovation, Management and Technology, 11(2), 46-50.
Aichner, T., & Jacob, F. (2015). Measuring the degree of corporate social media use. International Journal of market research, 57(2), 257-276. DOI: https://doi.org/10.2501%2FIJMR-2015-018.
Bae, S. J., Lee, H., Suh, E. K., & Suh, K. S. (2017). Shared experience in pretrip and experience sharing in posttrip: A survey of Airbnb users. Information & management, 54(6), 714-727. DOI: https://doi.org/10.1016/j.im.2016.12.008.
Bebber, S., Milan, G. S., De Toni, D., Eberle, L, & Slongo, L. A. (2017). Antecedents of purchase intention in the online context. Journal of Relationship Marketing, 16(1), 82-98.
Castaneda, J. A., Frias, D. M., Munoz-Leiva, F., & Rodriguez, M. A. (2007). Extrinsic and intrinsic motivation in the use of the internet as a tourist infor- mation source. International Journal of Internet Marketing and Advertising, 4(1), 37-52.
Cheng, Y., Wei, W., & Zhang, L. (2020). Seeing destinations through vlogs: implications for leveraging customer engagement behavior to increase travel intention. International Journal of Contemporary Hospitality Management, 32(10), 3227-3248. DOI: https://doi.org/10.1108/IJCHM-04-2020-0319.
Cheunkamon, E., Jomnonkwao, S., & Ratanavaraha, V. (2020). Determinant factors influencing Thai tourists’ intentions to use social media for travel planning. Sustainability, 12(18), 7252. DOI: https://doi.org/10.3390/su12187252.
Cho, M., Bonn, M. A., & Han, S. J. (2018). Generation Z’s sustainable volunteering: Motivations, attitudes, and job performance. Sustainability (Switzerland), 10(5), 1–16. DOI: https://doi.org/10.3390/su10051400.
Chung, N., & Koo, C. (2015). The use of social media in travel information search. Telematics and Informatics, 32(2), 215-229. DOI: https://doi.org/10.1016/j.tele.2014.08.005.
Digital Global. (2020). Global Digital Overview. Retrieved from: https://datareportal.com/reports/digital-2020-global-digital- overview.
Dolot, A. (2018). The characteristics of Generation Z. E-mentor, 74(2), 44-50.
Đinh, T. D. (2022). Gen Z là gì? Thế hệ Z sinh năm bao nhiêu? Các đặc điểm?. Truy cập từ: https://luatduonggia.vn/gen-z-la-gi-the-he-z-sinh-nam-bao-nhieu-cac-dac-diem/.
Expedia Group Media Solutions. (2018). Generation, Z. A Look Ahead: How Younger Generations Are Shaping the Future of Travel, Custom Research.. Retrieved from: https://info.advertising.expedia.com/travel-and-tourism-trends-research-for- marketers?utm_source=skift&utm_medium=cpc&utm_content=2019-12-travel-and-tourism-trends-research-for-marketers& utm_campaign=2019-skift.
Gebsombut, N., & Ho, C. T. B. (2019). Drivers of social network adoption in post-travel phase: An empirical study in Thai tourists. Cogent Business & Management, 6(1), 1702837. DOI: https://doi.org/10.1080/23311975.2019.1702837.
Gómez-Suárez, M., Martínez-Ruiz, M. P., & Martínez-Caraballo, N. (2017). Consumer-brand relationships under the marketing 3.0 paradigm: a literature review. Frontiers in psychology, 8, 252. DOI: https://doi.org/10.3389/fpsyg.2017.00252.
Grewal, D., Krishnan, R., Baker, J., & Borin, N. (1998). The effect of store name, brand name and price discounts on consumers' evaluations and purchase intentions. Journal of retailing, 74(3), 331-352. DOI: https://doi.org/10.1016/S0022-4359(99)80099-2.
Haddouche, H., & Salomone, C. (2018). Generation Z and the tourist experience: Tourist stories and use of social networks. Journal of Tourism Futures, 4(1), 69–79. DOI: https://doi.org/10.1108/JTF- 12-2017-0059.
Hajli, M. (2013). A research framework for social commerce adoption. Information Management & Computer Security, 21(3), 144-154. DOI: https://doi.org/10.1108/IMCS-04-2012-0024.
Han, J., & Chen, H. (2021). Millennial social media users' intention to travel: the moderating role of social media influencer following behavior. International Hospitality Review. DOI: https://doi.org/10.1108/IHR-11-2020-0069.
Heinrichs, J. H., Lim, J. S., &Lim, K. S. (2011). Influence of social networking site and user access method on social media evaluation. Journal of Consumer Behaviour, 10(6), 347-355. DOI: https://doi.org/10.1002/cb.377.
Hinz, O., Skiera, B., Barrot, C., & Becker, J. U. (2011). Seeding strategies for viral marketing: An empirical comparison. Journal of marketing, 75(6), 55-71. DOI: https://doi.org/10.1509%2Fjm.10.0088.
Đinh, P. H. (2012). Phương pháp nghiên cứu định lượng & những nghiên cứu thực tiễn trong kinh tế phát triển – nông nghiệp. Thành phố Hồ Chí Minh: NXB Phương Đông.
Huerta-Álvarez, R., Cambra-Fierro, J. J., & Fuentes-Blasco, M. (2020). The interplay between social media communication, brand equity and brand engagement in tourist destinations: An analysis in an emerging economy. Journal of Destination Marketing & Management, 16, 100413. DOI: https://doi.org/10.1016/j.jdmm.2020.100413.
Hysa, B., Karasek, A., & Zdonek, I. (2021). Social media usage by different generations as a tool for sustainable tourism marketing in society 5.0 idea. Sustainability, 13(3), 1018. DOI: https://doi.org/10.3390/su13031018.
Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook. Journal of Product & Brand Management, 22(5), 342-351. DOI: https://doi.org/10.1108/JPBM-05-2013-0299.
Lê, V. H., & Trương, T. T. A. (2012). Phương pháp nghiên cứu trong Kinh doanh. Thành phố Hồ Chí Minh: NXB Tài chính.
Jaya, I. P. G. I. T., & Prianthara, I. B. T. (2020). Role of Social Media Influencers in Tourism Destination Image: How Does Digital Marketing Affect Purchase Intention?. In 3rd International Conference on Vocational Higher Education (ICVHE 2018). 9-20. Atlantis Press.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68. DOI: https://doi.org/10.1016/j.bushor.2009.09.003.
Kim, S. E., Lee, K. Y., Shin, S. I., & Yang, S. B. (2017). Effects of tourism information quality in social media on destination image formation: The case of Sina Weibo. Information & Management, 54(6), 687-702. DOI: http://dx.doi.org/10.1016/j.im.2017.02.009.
Khang, H., Ki, E. J., & Ye, L. (2012). Social media research in advertising, communication, marketing, and public relations, 1997–2010. Journalism & Mass Communication Quarterly, 89(2), 279-298. DOI: https://doi.org/10.1177%2F1077699012439853.
Kucukusta, D., Law, R., Besbes, A., & Legohérel, P. (2015). Re- examining perceived usefulness and ease of use in online booking the case of Hong Kong online users. International Journal of Contemporary Hospitality Management, 27(2), 185-198. DOI: https://doi.org/10.1108/IJCHM-09-2013-0413.
Leung, D., Law, R., Van Hoof, H., & Buhalis, D. (2013). Social media in tourism and hospitality: A literature review. Journal of Travel & Tourism Marketing, 30(1-2), 3-22. DOI: https://doi.org/10.1080/10548408.2013.750919-
Livingstone, S. (2018). iGen: Why today’s super-connected kids are growing up less rebellious, more tolerant, less happy, and completely unprepared for adulthood. Journal of Children and Media, 12(1), 118-123. https://doi.org/10.1080/17482798.201 7.1417091.
Munar, A. M., & Jacobsen, J. K. S. (2014). Motivations for sharing tourism experiences through social media. Tourism management, 43, 46-54. DOI: https://doi.org/10.1016/j.tourman.2014.01.012.
Ninan, N., Roy, J. C., & Cheriyan, N. K., 2020. Influence of social media marketing on the purchase intention of Gen Z. International Journal of Advanced Science and Technology, 29(1), 1692-1702.
Nguyen V. H., Truong, T. X. D., Pham, H. T., Tran, D. T., & Nguyen, P. H. (2021). Travel intention to visit tourism destinations: A perspective of generation Z in Vietnam. The Journal of Asian Finance, Economics and Business, 8(2), 1043-1053. DOI: https://doi.org/10.13106/jafeb.2021.vol8.no2.1043.
Odusanya, K., Aluko, O., & Lal, B. (2020). Building consumers’ trust in electronic retail platforms in the sub-Saharan context: an exploratory study on drivers and impact on continuance intention. Information Systems Frontiers. 1-15. DOI: https://doi.org/10.1007/s10796-020-10043-2.
Priporas, C. V., Stylos, N., & Fotiadis, A. K. (2017). Generation Z consumers' expectations of interactions in smart retailing: A future agenda. Computers in Human Behavior, 77, 374-381. DOI: https://doi.org/10.1016/j.chb.2017.01.058.
Schiffman, L.G., & Kanuk, L. L. (2007). Consumer Behavior (9th ed.). Upper Saddle River, NJ: Prentice Hall.
Schlossberg, M. (2016). Teen Generation Z is being called millennials on steroids, and that could be terrifying for retailers. Retrieved. 9.
Tarute, A., Nikou, S., & Gatautis, R. (2017). Mobile application driven consumer engagement. Telematics and Informatics, 34(4), 145-156. DOI: https://doi.org/10.1016/j.tele.2017.01.006.
Nguyễn, Đ. T. (2011). Phương pháp nghiên cứu khoa học trong kinh doanh. Hà Nội: NXB Lao động - Xã hội.
Traylor, M. B. (1981). Product involvement and brand commitment. Journal of advertising research, 21(6), 51-56.
Trivedi, J., & Rozia, M. (2019). The impact of social media communication on Indian consumers travel decisions. Journal of Communication: Media Watch, 18(5), 5-18.
Tsai, F. M., & Bui, T. D. (2021). Impact of word of mouth via social media on consumer intention to purchase cruise travel products. Maritime Policy & Management, 48(2), 167-183. DOI: https://doi.org/10.1080/03088839.2020.1735655.
Hoàng, T., & Chu, N. M. N. (2008a). Phân tích dữ liệu nghiên cứu với SPSS (tập 1). Thành phố Hồ Chí Minh: NXB Hồng Đức.
Hoàng, T., & Chu, N. M. N. (2008b). Phân tích dữ liệu nghiên cứu với SPSS (tập 2). Thành phố Hồ Chí Minh: NXB Hồng Đức.
Williams, K. C., Page, R. A., Petrosky, A. R., & Hernandez, E. H. (2010). Multi-generational marketing: Descriptions, characteristics, lifestyles, and attitudes. The Journal of Applied Business and Economics, 11(2), 21.
Yang, F. X. (2017). Effects of restaurant satisfaction and knowledge sharing motivation on eWOM intentions: the moderating role of technology acceptance factors. Journal of Hospitality & Tourism Research, 41(1), 93-127. DOI: https://doi.org/10.1177%2F1096348013515918
Yip, W. S., & Mo, W. Y. (2020). An investigation of purchase intention of using mobile Apps for online traveling and booking service. International Journal of Innovation, Management and Technology, 11(2), 46-50.
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