Tác động độ tin cậy của nội dung do người dùng tạo trên Facebook đến hình ảnh điểm đến và ý định du lịch đến thành phố Hồ Chí Minh
Từ khóa:
Độ tin cậy, hình ảnh điểm đến, Facebook, ý định du lịch, nội dung do người dùng tạo (UGC)Tóm tắt
Nội dung do người dùng tạo (UGC) trên Facebook đã trở thành nguồn thông tin quan trọng ảnh hưởng đến hình ảnh điểm đến và ý định hành vi du lịch. Tuy nhiên, thiếu các nghiên cứu tập trung vào độ tin cậy của UGC. Nghiên cứu này phân tích tác động của độ tin cậy UGC Facebook đến hình ảnh điểm đến và ý định du lịch đến Thành phố Hồ Chí Minh. Nghiên cứu định lượng được sử dụng, dữ liệu được thu thập thông qua khảo sát 311 người dùng Facebook chưa từng đến Thành phố Hồ Chí Minh, phân tích định lượng qua mô hình phương trình cấu trúc (SEM) được sử dụng để kiểm tra các giả thuyết. Kết quả đã chỉ ra rằng độ tin cậy của UGC ảnh hưởng đáng kể đến hình ảnh điểm đến (nhận thức và tình cảm) và có tác động tích cực đến ý định du lịch. Nghiên cứu này làm phong phú thêm các nghiên cứu và điều tra thực nghiệm về độ tin cậy UGC Facebook trong bối cảnh marketing du lịch và ý định hành vi của du khách. Các kết quả của nghiên cứu giúp các nhà quản lý điểm đến và marketing du lịch tận dụng hiệu quả độ tin cậy UGC Facebook để phát triển hình ảnh điểm đến và thu hút khách du lịch.
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