The Impact of Social Media on Tourism Development in Vietnam | Marketing du lịch | Đại học Tôn Đức Thắng
Over the past few years, Vietnam's tourist sector has undergone substantial expansion, establishing the country as a prominent hotspot in Southeast Asia. The growth of Vietnam's tourism industry is driven by a multitude of causes, such as economic progress, enhanced infrastructure, and growing international fascination in Vietnamese culture and scenery. Tài liệu được sưu tầm và soạn thảo dưới dạng file PDF để gửi tới các bạn cùng tham khảo, ôn tập đầy đủ kiến thức, chuẩn bị cho các buổi học thật tốt. Mời bạn đọc đón xem!
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INTRODUCTION 1.
Research background and motivation
Over the past few years, Vietnam's tourist sector has undergone substantial
expansion, establishing the country as a prominent hotspot in Southeast Asia. The
growth of Vietnam's tourism industry is driven by a multitude of causes, such as
economic progress, enhanced infrastructure, and growing international fascination in
Vietnamese culture and scenery. In addition to these improvements, the influence of
social media on the development of tourism has been more apparent. Facebook,
Instagram, and YouTube have transformed the way travellers explore, organise, and
communicate their experiences through social media platforms. Vietnam, renowned
for its varied natural landscapes, abundant cultural legacy, and gastronomic pleasures,
offers an intriguing opportunity to investigate the possible influence of social media
on tourism. In January 2024, a survey conducted by Datareportal and Wearesocial
revealed that Vietnam had a total of 72.7 million social media users, accounting for
approximately 73.3% of the country's whole population.
The scholarly community is increasingly interested in studying the connection
between social media and tourism. This interest stems from the necessity to
comprehend the impact of digital technologies on travel patterns and tactics for
promoting destinations. Research has demonstrated that social media platforms are
effective tools for promoting destinations, enabling tourism organisations to directly
interact with potential visitors and utilise user-generated content to increase the
attractiveness of the location.
Furthermore, the emergence of influencer marketing in the tourism sector has
transformed conventional advertising strategies. Influencers has the capacity to
connect with vast audiences and motivate travel choices by means of their genuine
and relatable material. Examining how influencers discover and present Vietnamese
places provides useful insights into effective communication strategies for tourism stakeholders.
This research is motivated by the understanding that social media platforms are
changing tourism practices and consumer behaviours in Vietnam. This study seeks to
enhance the current understanding of destination marketing and digital
communication techniques by examining the relationship between social media and tourist development.
Moreover, the results of this study are expected to have practical consequences
for policymakers in the tourism industry, marketers promoting tourist destinations,
and enterprises working within the Vietnamese tourism sector. Stakeholders may
enhance their marketing efforts and achieve sustainable tourism growth in Vietnam
by identifying the most effective strategies and obstacles related to utilising social
media for tourist promotion. This research aims to investigate the unexplored
possibilities of using social media to promote tourism development in Vietnam. It will
combine theoretical knowledge with practical consequences for stakeholders in the
tourism industry. This project aims to provide a comprehensive understanding of how
social media impacts Vietnamese tourism. The findings will help develop effective
tactics for destination marketing and engaging with visitors.
Nevertheless, the research issue is restricted by the constraints set by earlier
researchers as a result of the influence of the Covid-19 pandemic or economic
upheavals in recent years. This study provides additional and enhanced insights from
specific viewpoints, despite its acknowledged limitations and the requirement for
further refinement in later research conducted by other authors. Hence, I have selected
the topic "The potential of social media for tourism development in Vietnam" for
inquiry due to the following grounds. 2. Literature review 2.1. Globally
There is currently a notable increase in global social media usage. As of the start
of 2024, there are an estimated 5.07 billion individuals worldwide who utilize social
networks, representing 62.6% of the global population. According to Smart Insights,
there has been a consistent increase in the number of new users, reaching a total of
259 million social media users in the past year.
Facebook, YouTube, WhatsApp, and Instagram, among other prominent sites,
boast a staggering user base of over two billion active monthly users. Specifically,
Facebook maintains its dominance with 3.065 billion active users on a monthly basis.
TikTok, WeChat, and Telegram, along with other platforms, boast a substantial user
base, indicating the wide range of social networking options available to users
(DataReportal – Global Digital Insights).
Surprisingly, even though social networks are widely famous, there are over 2.7
billion individuals globally who do not utilize the Internet, with India being home to
the majority of these individuals (DataReportal – Global Digital Insights). According
to DataReportal - Global Digital Insights, the average daily time spent by Internet
users globally has increased slightly to 400 minutes compared to the previous year.
Gender distribution on social networking sites is generally equitable, while certain
platforms such as Pinterest are more popular among women (Backlinko).
The rapid expansion of 2G-enabled mobile internet in rural regions, particularly
in nations like India, has resulted in a growth rate exceeding 50%. In 2014, there were
61 million Active Internet Users (AIUs) in rural areas who accessed the internet
through mobile devices and community service centers (CSCs). This information was
reported by Sudipta Kiran Sarkar and Babu George in their study.
Due to its widespread availability and affordability, social media is gaining
popularity among a growing number of users. Facebook is a highly successful social
networking platform, boasting a staggering 2.13 billion monthly active members
from various corners of the globe. (Nielsen, 2009)
Currently, the global population of Internet users is increasing annually,
representing 59.5% of the total population, which amounts to 4.66 billion individuals.
Additionally, 53.6% of individuals are active on social networks, while 66.6% utilize
mobile apps. The reference for this work is Vaseyskaya and Glukhov (2018).
The advent of digital technology has streamlined the process of locating tours,
travel agents, assessing benefits, and conducting pricing comparisons independently.
Customers can evaluate the trips at any time, regardless of their location, as long as
they have a stable internet connection. This has a beneficial impact on the quality of
services offered and the fulfillment of consumer's requirements. The citation for this
work is Novikova and Strogonova (2020).
The primary benefit of utilizing digital technology in travel is the capacity to
get comprehensive information regarding local tours, itineraries, and sights.
Furthermore, digital technology enables users to make online tour reservations and
promptly complete payment by selecting the desired package.
Put simply, digital tourism is a component of the process of digital
transformation, and the capacity to utilize tourism offerings signifies a novel stage in
the development of smart tourism. (Author: H. G. Chaplayev; Year: 2021).
Therefore, there is a strong emphasis on utilizing digital technology and social
media platforms to benefit the global tourism business. Furthermore, digital
technology and social media are regarded as possible catalysts for the advancement of future tourism. 2.2. In Viet Nam
Presently, the number of individuals in Vietnam utilizing various social media
platforms, such as Facebook, TikTok, Instagram, and Zalo, amounts to approximately
76.95 million. These platforms are extensively utilized as popular social networks.
Based on the 2022 Vietnam Digital Survey, the average Vietnamese individual
dedicates approximately 2 hours and 32 minutes per day to social media usage.
Additionally, they utilize around 7 distinct platforms on a monthly basis. Facebook
maintains its position as the dominant social networking platform, with a usage rate
of 93.8%. It is followed by Zalo at 91.3%, TikTok at 75.6%, and Instagram at 59.7%.
Therefore, it is evident that Facebook is the primary social networking platform
utilized by the majority of Vietnamese individuals on a daily basis. According to
Meta's most recent research in 2022, Facebook boasts a staggering 70.4 million
members in Vietnam, with its advertising reach encompassing a remarkable 71.4% of
the country's total population. Currently, Vietnam has a total of 39.91 million TikTok
users that are 18 years old or above. Among them, 53.5% are women and 46.5% are
men, both having dual access. Instagram is currently under the ownership of Meta,
although this is not solely due to users relinquishing the service in favor of Facebook.
There are currently 11.65 million Instagram users in Vietnam (Simon Kemp's; 2022).
In recent times, social networks have become an indispensable component of
the daily lives of Internet users in Vietnam. The following is a statistical analysis of
social media usage in Vietnam:
Based on a statistical estimate from We Are Social and Hootsuite, the number
of social network users in Vietnam is projected to reach over 82 million by 2023,
which accounts for almost 83% of the population that uses the Internet. Between 2019
and 2023, the proportion of social network users in Vietnam has had a substantial
expansion, with an increase of almost 20%.
Facebook maintains its position as the dominant social networking platform in
Vietnam, boasting more than 65 million active user accounts as of 2023. Platforms
such as Zalo, Instagram, and TikTok are experiencing substantial growth, particularly among younger users.
An important observation is the widespread use of social networks on mobile
devices. In Vietnam, the majority of internet users, over 98%, utilize mobile phones
as their primary device. Consequently, mobile applications such as Zalo and
Facebook have taken over as the primary method for accessing social networks,
supplanting the use of personal computers.
The exponential expansion of social networks in Vietnam not only influences
the manner in which users engage with one another, but also exerts a significant
influence on consumer behavior and advertising marketplaces. Companies are
increasingly allocating additional resources towards social media advertising in order
to effectively target potential customers and enhance their brand presence in the digital landscape.
2.3. Strategies for enhancing tourism using social media
Based on the research methodologies and findings of the preceding authors.
They have devised strategies focused on leveraging social media to enhance tourism,
hence fostering growth in our contemporary period. To be more precise: In their study
titled "The role of social media in the marketing activities of tourist destinations in
Vietnam," authors Nguyen Xuan Nhi and Le Dinh Chanh Tue (2023) have suggested
several solutions. These include: (1) Upgrading media tools on social media to align
with smart media trends in order to attract customers; (2) Implementing social media
techniques that transition from macro influencers to micro influencers; (3) Creating
a unified and targeted message for the tourist destination; (4) Creating Short Video
and Reels Video content to enhance engagement; (5) Promoting Social Commerce to encourage travel shopping.
Furthermore, Nguyen Hung Tien and Le Hai Yen (2022) have proposed several
remedies in their study titled "Reviving Tourism in Ha Giang: effectively leveraging
social media platforms for communication." (1) State regulators should implement
impactful stimulus policies through media channels and collaborate with Key
Opinion Leaders (KOLs) on social media platforms to create promotional content that
effectively reaches consumers. (2) State agencies should establish coordination with
tour operators to enhance service quality and infrastructure. (3) It is essential to
engage in comprehensive broadcasting on social media platforms and carefully select
channels based on relevant factors to effectively target tourists.
In his work titled "Some communication solutions to promote the development
of tourism in Tuyen Quang during the course period," author Nguyen Mai Chinh has
put forward some potential solutions: (1) The application of technology and
information is necessary to enhance tourism by improving website operations and
utilizing popular social networks such as Facebook, Instagram, and TikTok. (2)
Multimedia promotion involves collaborating with media agencies, newspapers, and
periodicals to create dedicated platforms for advertising and promoting tourism
through press, radio, and television publications. (3) The current trend in
tourismndevelopment in many countries is the utilization of technology to connect
various services for tourists. (4) The application of scientific and technological
advancements is being used to preserve and enhance the value of festivals,
monuments, relics, artifacts, artistic architectural works, folk performance arts, and
traditional cultural identities that are at risk of being lost or forgotten in society. We
seek collaboration with organizations, corporations, and individuals who invest in the
development of internet infrastructure, wifi, equipment investment for socializing,
and software development in the application of information technology to enhance
the promotion of tourism. (5) Producing and distributing printed materials for the
purpose of promoting tourism. Create and distribute an extensive and detailed set of
tourism promotional materials for the province in two languages, namely Vietnamese
and English. Additionally, actively arrange and take part in exposition fairs, provide
guidance on investment in tourism development, and broaden the tourism market.
2.4. New features and limitations of the topic
This topic encompasses a collection of research papers that explore the
utilization of social media in facilitating the growth of tourism in Vietnam. These
papers uncover novel insights, identify opportunities, and provide comprehensive
assessments of the use of social networking platforms by consumers. Ultimately, it is
crucial to offer innovative solutions and practical advice to assist government
agencies and tourism enterprises in achieving their future growth objectives. 3. Research objective 3.1. General objective
The potential of social media for tourism development in Vietnam. 3.2. Specific objective
[1] Gain knowledge about the current status of using social media for the
advancement of tourism in Vietnam.
[2] Provide ideas and provide a variety of particular solutions and tactics to
enhance the utilization of social media platforms for the advancement of tourism. 4. Research method
This paper mostly utilizes secondary research methodologies and quantitative
analysis to obtain data, which is published by prior research writers. Subsequently,
construct interconnected systems and scrutinize them in order to provide remedies for the existing situation.
5. Research contribution
The thesis utilized the findings of prior researchers and examined the present
condition of social media usage in Vietnam. It put forth solutions and
precisemstrategies to aid the government and businesses in implementing these
theoreticalfoundations into practical use. This would foster opportunities for the
growth of the tourism industry in Vietnam both presently and in the future.
6. The structure of study INTRODUCTION
CHAPTER 1. Theoretical basis for approaching the topic.
CHAPTER 2. Reality of social media for the tourism industry in Vietnam.
CHAPTER 3. Propose some solutions and recommendations in applying social
media for tourism development in Vietnam. CONCLUSION REFERENCES
CHAPTER 1. THEORETICAL BASIS FOR APPROACHING THE TOPIC
1.1 What is social media
The Oxford Dictionary (2010) provides the following definition of social
networks: "The act of utilising or creating social networks or connections; The
utilisation of online platforms enables individuals to engage with one another, locate
and communicate with individuals who share similar interests".
Social media refers to the online platforms and networks where users interact
with each other, participating in the creation, sharing, and exchange of ideas and
information. U. R. Begum's definition of social media is "a collection of internet-
based applications that are built upon ideological and technological principles,
enabling the creation and sharing of content generated by users" (Kapan and Michael
Haenlein, 2015). In addition, social media platforms facilitate extensive interaction,
enabling individuals and communities to share, collaborate on, debate, and modify
material that is generated by users. These platforms are constructed using mobile and
online technology. In addition, according to author Kapan (2015), social media refers
to a collection of Internet-based applications that are built around the principles and
technology of Web 2.0. These applications enable users to create and share content.
In their 2018 study piece titled "Social media for beginners," authors M. Sadiku,
Mahamadou Tembely, and S. Musa stated that social media, also known as social
networking, is a widespread and global phenomena. It is the globally predominant
internet activity. It enables individuals to express their viewpoints with others through
the internet. The hyper-connected world has been facilitated by the emergence of new
modes of communication. They have become an essential component of
contemporary culture as they offer methods of engaging and socialising. This paper
provides a concise introduction to social networking for novices.
In their 2012 publication, the author group consisting of M. Ganea, A.
Constantin, and Aurel Daniel Comsa conducted a comprehensive analysis and
critique of social media. They specifically focused on the magazine "Quick Overview
of the Social Media".Social Media refers to a novel method of establishing and
interacting with individuals with the primary objective of exchanging information
rather than promoting sales. The advent of virtual space and socialisation virtual
networks has facilitated this possibility. Through the act of posting information and
engaging in dialogues on platforms such as blogs and forums, we establish Social
Media, a valuable tool for disseminating information, elucidating viewpoints,
gathering feedback, and advocating for specific concepts, products, or services. It
possesses both a communication function and a marketing function, albeit with less
intensity compared to Direct Marketing itself.
Social media encompasses the dissemination of content among users of a
platform, irrespective of whether it is generated by experts or by individuals. The
word encompasses a multitude of online activities. Facebook and MySpace are well
recognised as prominent social networking sites, but other forms of online connection
encompass blogs, wikis, YouTube, Flickr, Limewire, as well as virtual worlds such
as Second Life and World of Warcraft. Social media is crucial for our goals since it
functions as a communication platform and a channel for sharing various sorts of
media content. Social media blurs the distinction between broadcasting and personal
communications by merging these functions (Andrew Ailwood, M. Vitins, 2008).
Ze-Nian Li, Mark S. Drew, and Jiangchuan Liu (2014) have found that social
media, which are Internet-based apps that are built on the principles and technology
of Web 2.0, enable users to create and share content. Due to the widespread
availability of wireless mobile networks, the rapid advancement of smartphones and
tablets, and the large market for mobile applications, social media material may now
be easily created and viewed from any location and at any time. They have
significantly altered the manner in which organisations, communities, and individuals engage in communication.
Social media, also referred to as social networks, encompasses a range of
websites and online platforms that facilitate user interaction, information sharing, and
communication. Social media provides individuals with a platform to engage with
one other, monitor popular patterns and occurrences, and engage in discussions on a
wide array of topics. It has radically transformed our online interactions, sharing, and
communication, and is a crucial element of the digital revolution.
1.2 Classification of social media
The book "Social Media Marketing: A Practitioner Guide (2017)" by Oliver
Opresnik, co-authored with Philip Kotler and Svend Hollensen, categorizes social
media into four primary areas based on a study methodology. The research conducted
by author Tracy L. Tulen encompasses:
Figure 1.1 Zones of social media
(Social Media Marketing, Tracy L. Tulen and Michael R.Solomon, 2015.) (1) Social commerce:
Social commerce include e-retailing, post-purchase support, and customer
relationship management (CRM). Electronic retailing, sometimes known as e-
commerce, refers to the process of selling goods and services using the internet. An
exemplary instance is Alibaba, a platform that facilitates the connection between
Chinese exporters and worldwide firms for the purpose of conducting goods sales
transactions. In 2018, Alibaba generated sales of over 40 billion USD and recorded a
profit of nearly 10 billion USD. Sales and Services encompass post-purchase services
offered to customers. These services may encompass warranties, repairs, upgrades,
training, and other related services. CRM, short for Customer Relationship
Management, is a business approach employed by companies to enhance customer
happiness, cut expenses, and boost profitability. CRM systems collect data from
various sources throughout the firm to offer managers a comprehensive perspective
and fresh insights through data analysis. (2) Social Community
A social community refers to a collective of individuals who share similar interests,
concerns, or objectives, and are linked to one another through various social media
platforms. Social groups can arise spontaneously or be intentionally established by
organizations and enterprises.
The concept of Social Community encompasses three essential components: Social
Presence, Paid Media, and Earned Media.
Social Presence is a crucial instrument that enables brands to establish and cultivate
their image, personality, and public visibility.
Paid media refers to advertising initiatives that need brands to make financial payments
in order to execute, such as placing advertisements on social networking platforms and
leveraging influential personalities associated with the company for promotional purposes.
Earned Media refers to the outcome of organic conversations, encompassing customer
comments, interactions, and reviews. Customer engagement and interaction play a crucial
role in promoting brands. Currently, consumers place a higher level of confidence in
personal recommendations compared to other types of advertising. The level of customer
loyalty and involvement with a brand has the potential to exert a significant influence on a
wide range of individuals, thereby fostering the expansion of a customer community. (3) Social Publishing
Social publishing refers to the act of generating and disseminating material on
various social media platforms. Social publishing content encompasses several forms
of media such as text, photographs, video, audio, and more. Social publishing plays
a crucial role in the realm of social media. It enables individuals to generate and
distribute content with individuals globally. (4) Social Entertainment
The primary objective of this organization is to cater to consumers'
entertainment requirements by providing online gaming services and user-generated
entertainment content. Facebook, Instagram, TikTok, and other social media