The Moderating Role of Local Cultural Involvement and Social Media Engagement in The Relationship Between Experience and Satisfaction of Tourists in Northern Vietnam: A Quantitative Analysis Using PLS-SEM Approach

Abstract

The tourism industry in Northern Vietnam has experienced substantial growth, attracting global tourists to its unique cultural heritage and scenic landscapes. This study investigates the moderating roles of local cultural involvement and social media engagement in the relationship between tourist experience and satisfaction. Employing a quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM), data were collected from 409 tourists who visited Northern Vietnam. The findings reveal that the tourist experience significantly enhances tourist satisfaction. Local cultural involvement positively moderates this relationship, indicating that deeper cultural engagement leads to higher satisfaction levels. However, social media engagement did not show a significant moderating effect. These results provide valuable insights for tourism managers and policymakers, emphasizing the importance of enhancing tourist experiences and promoting cultural engagement to boost satisfaction. The study contributes to the theoretical understanding of tourist satisfaction and offers practical recommendations for sustainable tourism practices.