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• Influence of Social Media Communication Factors  on Tourists' Destination Choice Intention Toward Ninh Binh

  Tran Phuong

  Date Received: 12-04-2026 / Date Accepted: 12-05-2026 / Date Published: 27-05-2026

   Abstract PDF (VIETNAMESE)

  This study aimed to identify and rank the importance of social media communication factors influencing tourists' destination choice intention toward Ninh Binh. Based on an integrated framework combining the Elaboration Likelihood Model and Media Richness Theory, five key factors were examined: information quality, source credibility, information volume, platform characteristics, and social interaction. Data were collected through expert interviews involving multiple stakeholder groups engaged in social-media-based destination information seeking and selection. The data were subsequently analyzed using the Fuzzy Analytic Hierarchy Process to address uncertainty in multi-criteria evaluation across different stakeholder perspectives. The results indicated that the examined factors varied in their level of importance, with information quality and source credibility ranked as the most influential. 

  DOI: https://doi.org/10.31817/tckhnnvn.2026.24.5.09