NGHIÊN CỨU SỰ ẢNH HƯỞNG CỦA MẠNG XÃ HỘI INSTAGRAM ĐẾN QUYẾT ĐỊNH LỰA CHỌN ĐIỂM ĐẾN DU LỊCH CỦA THẾ HỆ Z

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Tác giả: Xuân Vinh Nguyễn

Ngôn ngữ: vie

Ký hiệu phân loại:

Thông tin xuất bản: Tạp chí Khoa học và Công nghệ - Đại học Thái Nguyên, 2023

Mô tả vật lý: tr.90 - 100

Bộ sưu tập: Báo, Tạp chí

ID: 367144

Thêm vào giỏ Liên kết toàn văn

Mục đích của bài báo là khám phá vai trò của mạng xã hội Instagram trong quá trình lựa chọn điểm đến du lịch, đặc biệt là đối với thế hệ Z, qua việc đánh giá sự ảnh hưởng của các yếu tố như độ tin cậy thông tin, thái độ và thói quen sử dụng instagram đến quyết định lựa chọn điểm đến du lịch thông qua hai biến trung gian: động lực thoát khỏi xã hội và tìm kiếm niềm vui. Mẫu nghiên cứu bao gồm 407 quan sát thuộc thế hệ Z, chủ yếu tập trung vào những người trong độ tuổi từ 18 đến 25 tuổi. Kiểm định PLS-SEM và Bootstraping trên phần mềm SmartPLS 4 được sử dụng để phân tích dữ liệu, từ đó đưa ra nhận xét và kết luận dựa vào giá trị của các chỉ số. Kết quả nghiên cứu cho thấy Instagram đóng một vai trò quan trọng trong việc quyết định điểm đến du lịch của người dùng thuộc thế hệ Z. Đặc biệt, việc sử dụng Instagram để tìm kiếm niềm vui được xác định là yếu tố quan trọng, đồng thời Instagram cũng thúc đẩy động lực thoát khỏi xã hội. Bài báo góp phần mở rộng khung lý thuyết về việc hiểu rõ hơn về cách thế hệ Z sử dụng mạng xã hội trong quá trình quyết định du lịch. Bài báo này cũng có giá trị tham khảo đối với các doanh nghiệp du lịch khi lựa chọn Instagram để tìm hiểu mong muốn và nhu cầu của du khách, cũng như quảng bá thương hiệu và sản phẩm dịch vụ.The purpose of this paper is to explore the role of the social media platform Instagram in the process of choosing travel destinations, with a particular focus on Generation Z. This is achieved by evaluating the influence of factors such as information reliability, attitude, and Instagram usage habits on the decision-making process for travel destinations through two mediating variables: social escapism motivation and seeking pleasure. The research sample comprises 407 observations, primarily targeting individuals from the Generation Z age group, mainly between 18 and 25 years old. Partial Least Squares Structural Equation Modeling (PLS-SEM) and bootstrapping in SmartPLS 4 software were employed for data analysis, allowing for valuable insights and conclusions based on the calculated indices. The study's results highlight the significant role played by Instagram in influencing the travel destination decisions of Generation Z users. Notably, using Instagram for seeking pleasure is identified as a crucial factor, and Instagram also stimulates social escapism motivation. This paper contributes to expanding the theoretical framework concerning a better understanding of how Generation Z utilizes social media in their travel decision-making process. This article is also worth referencing for travel businesses when choosing Instagram to understand the wants and needs of visitors, as well as promote brands and products and services.

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