Electronic Word of Mouth (Ewom) and the Travel Intention of Social Networkers Post-COVID-19: A Vietnam Case

Abstract

Purpose: The purpose of this study is to quantitatively determine the impact of electronic word of mouth (eWOM) on the travel intention of Vietnamese social network users. The study proposes solutions to develop online marketing strategies in tourism to quickly restore the tourism industry after the COVID-19 pandemic. Theoretical framework: This study combines two theoretical models, the Information Acceptance Model (IAM) and the Theory of Reasoned Action (TRA), to explore how electronic Word-of-Mouth (eWOM) impacts travel intentions in Vietnam, particularly in the context of the COVID-19 pandemic. IAM focuses on factors like information quality and credibility, while TRA addresses additional behavioral factors. By integrating these models, the study aims to provide a comprehensive understanding of eWOM's influence on travel intentions among social media users in Vietnam during the pandemic. Design/Methodology/Approach: The study was conducted in Vietnam. The questionnaire was administered to respondents via an online survey. The results were 262 valid feedback forms conducted in 2023. Linear structural modeling (SEM) was used to measure the relationship between factors in the research model. Findings: Research results show that all factors have a positive impact on travel intention through other factors, or will directly impact travel intention of social network users in Vietnam. Research, Practical & Social implications: It is critical to focus on building marketing channels that support electronic word-of-mouth (eWOM) in order to successfully promote trip ambitions. The Tourism Office has adopted digital marketing as a cutting-edge strategy for promoting the region's tourism potential (Burhan, 2023). Furthermore, because travel intentions are positively related to information acceptance, these channels must prioritize improving the quality and dependability of eWOM information. Furthermore, channel managers should keep a careful eye on customers' opinions regarding eWOM-related concerns. Finally, administrators should create unique, context-based solutions that might increase travel intentions among social network members while taking Vietnam's cultural context into consideration. This proactive strategy enables rapid revisions and customized solutions to successfully engage with the Vietnamese audience. Originality/Value: The unique contribution of this paper lies in its innovative introduction of a modified theoretical model of rational action. This model aims to elucidate factors influencing tourist travel behavior in a way that has not been explored in previous research. Specifically, it amalgamates elements from three existing models (TRA, IAM, and TPB) and introduces an additional eWOM factor to enhance the understanding of behavioral intentions. This novel factor, devised by the authors in their research model, holds particular relevance for a country like Vietnam, characterized by its developing technological landscape and strong traditional culture. This novelty significantly enhances our ability to analyze the impact of eWOM on travel intentions among social media users in Vietnam, especially during the prolonged effects of the COVID-19 pandemic.