International Journal of Advanced Culture Technology

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
권호 표지
DOI QR코드

DOI QR Code

Identifying Factors Influencing the Image of Vietnam's Tourist Destinations in the Eyes of Global Tourists

  • Eun-Mi Lee (Department of Global Business Administration, Dongseo University ) ;
  • Pham Thi Quynh Anh (Department of Business Administration, Dongseo University)
  • Received : 2023.08.07
  • Accepted : 2023.08.30
  • Published : 2023.09.30
Download PDF
⟨ Previous Next ⟩

Abstract

The number of international tourists is noticeably recovering in many parts of the world, with the number of Vietnamese tourists growing significantly. Consequently, this study aims to identify the factors influencing the image of Vietnam's tourist destinations among international tourists interested in visiting the country. Additionally, the study examines whether the perception formed in this manner subsequently affects their intention to visit. The findings reveal that cultural attractions and eWOM (Electronic Word of Mouth) positively influence the development of a tourism destination image. However, film tourism did not have a significant effect on the destination image. Moreover, it was observed that the destination image indeed influences the intention to visit.

Keywords

Acknowledgement

This work was supported by Dongseo University, "Dongseo Frontier Project" Research Fund of 2022.

References

  1. Tourism Set to Return to Pre-pandemic Levels in Some Regions in 2023. https://www.unwto.org/news/tourism-set-to-return-to-pre-pandemic-levels-in-some-regions-in-2023.
  2. Vietnam's Tourism Industry: Overcoming Bottlenecks in the Period "Go Ahead, but Slow Down". https://viracresearch.com/tourism-industry-overcome-go-ahead-but-slow-down.
  3. Vietnam Tourism Industry Sees Huge Growth for 2023. https://special.vietnamplus.Vn/2023/03/06/vietnam-tourism-industry-sees-huge-growth-for-2023.
  4. A. Jebbouri, H. Zhang, Z. Imran, J. Iqbal and N. Bouchiba, "Impact of destination image formation on tourist trust: Mediating role of tourist satisfaction," Frontiers in Psychology, Vol. 13, pp. 1-17, 2022. DOI: 10.3389/fpsyg.2022.845538
  5. H. Qu, L.H. Kim, and H.H. Im, "A model of destination branding: Integrating the concepts of the branding and destination image," Tourism Management, Vol. 32, No. 3, pp. 465-476, 2011. DOI: 10.1016/j.tourman.2010.03.014
  6. M.J. Khan, S. Chelliah, and S. Ahmed, "Factors influencing destination image and visit intention among young women travellers: Role of travel motivation, perceived risks, and travel constraints," Asia Pacific Journal of Tourism Research, Vol. 22, No. 11, pp. 1139-1155, 2017. DOI: 10.1080/10941665.2017.1374985
  7. M. Alghizzawi, "The role of digital marketing in consumer behavior: A survey," Int. J. Inf. Technol. Lang. Stud, Vol. 3, No. 1, pp. 24-31, 2019.
  8. S. Zimmermann, "Reisen in den Film"- Filmtoursimus in Nordafrika," Tourismus-Losung oder Fluch, pp. 75-83, 2003.
  9. N. Macionis, and B. Sparks, "Film-induced tourism: an incidental experience, Tourism Review International, Vol.13, No. 2, pp. 93-102, 2009. DOI: 10.3727/154427209789604598
  10. P. Mohanty, A. Thomas, H. Pudota, and M. Deka, "Film Tourism for Heritage Conservation and Promotion: The Case of Nrityagram, the First Indian Dance Village," Atna Journal of Tourism Studies, Vol.15, No. 2, pp. 49-66, 2020. DOI: 10.12727/ajts.24.3
  11. C.M. Hall, "Boosting food and tourism-related regional economic development," Food and the Tourism Experience: The OECD-Korea Workshop, pp. 49-62, February, 2012.
  12. T. Hennig-Thurau, K.P. Gwinner, G. Walsh, and D.D. Gremler, "Electronic word-of-mouth via consumeropinion platforms: what motivates consumers to articulate themselves on the internet?," Journal of Interactive Marketing, Vol.18, No. 1, pp. 38-52, 2004. DOI: 10.1002/dir.10073
  13. C.M. Cheung, and M.K. Lee, "What drives consumers to spread electronic word of mouth in online consumer-opinion platforms," Decision Support Systems, Vol.53, No. 1, pp. 218-225, 2012. DOI: 10.1016/j.dss.2012.01.015
  14. C. Dellarocas, "The digitization of word of mouth: Promise and challenges of online feedback mechanisms," Management Science, Vol. 49, No. 10, pp. 1407-1424, 2003. DOI: 10.1287/mnsc.49.10.1407.17308
  15. I.E. Vermeulen, and D. Seegers, "Tried and tested: The impact of online hotel reviews on consumer consideration," Tourism Management, Vol. 30, No. 1, pp. 123-127, 2009. DOI: 10.1016/j.tourman.2008.04.008
  16. M.R. Jalilvand, N. Samiei, B. Dini, and P.Y. Manzari, "Examining the structural relationships of electronic word of mouth, destination image, tourist attitude toward destination and travel intention: An integrated approach," Journal of Destination Marketing & Management, Vol. 1, No. 1-2, pp. 134-143, 2012. DOI: 10.1016/j.jdmm.2012.10.001
  17. M. Jasin, "The role of social media marketing and electronic word of mouth on brand image and purchase intention of SMEs product," Journal of Information Systems and Management (JISMA), Vol. 1, No. 4, pp. 54-62, 2022. DOI: 10.4444/jisma.v1i4.258
  18. H. Zhang, X. Fu, L.A. Cai, and L. Lu, "Destination image and tourist loyalty: A meta-analysis," Tourism Management, Vol. 40, pp. 213-223, 2014. DOI: 10.1016/j.tourman.2013.06.006
  19. K.S. Moon, Y.J. Ko, D.P. Connaughton, and J.H. Lee, "A mediating role of destination image in the relationship between event quality, perceived value, and behavioral intention," Journal of Sport & Tourism, Vol. 18, No. 1, 49-66, 2013. DOI: 10.1080/14775085.2013.799960
  20. D. Juskelyte, "Film induced tourism: destination image formation and development," Regional Formation and Development Studies, Vol. 19, No. 2, pp. 54-67, 2016. https://doi.org/10.15181/rfds.v19i2.1283
  21. R. Eid, and G. Agag, "Determinants of innovative behaviour in the hotel industry: a cross-cultural study," International Journal of Hospitality Management, Vol. 91, pp. 1-12, 2020. DOI: 10.1016/j.ijhm.2020.102642
  22. A. Shani, Y. Wang, S. Hudson, and S.M. Gil, "Impacts of a historical film on the destination image of South America," Journal of Vacation Marketing, Vol. 15, No. 3, pp. 229-242, 2009. DOI: 10.1177/1356766709104269