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

Date Received: 12-04-2026

Date Accepted: 12-05-2026

Date Published: 27-05-2026

##submissions.doi##: https://doi.org/10.31817/tckhnnvn.2026.24.5.09

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Issue: Vol. 24 No. 5 (2026): Tạp chí Khoa học Nông nghiệp Việt Nam

Section:

KINH TẾ XÃ HỘI VÀ PHÁT TRIỂN NÔNG THÔN

How to Cite:

Phuong, T. (2026). Influence of Social Media Communication Factors  on Tourists’ Destination Choice Intention Toward Ninh Binh. Vietnam Journal of Agricultural Sciences, 24(5), 676–685. https://doi.org/10.31817/tckhnnvn.2026.24.5.09

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

Tran Phuong (*)

  • Tác giả liên hệ: [email protected]

    • Keywords

    Destination choice, social media communication, tourism, FAHP, Ninh Binh

    Abstract


    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. 

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