The impact of social media on tourists’ sustainable tourism choice behavior in dong nai

Vu Duc Cuong1*
1Lac Hong University, No. 10 Huynh Van Nghe, Buu Long Ward, Bien Hoa, Dong Nai, Vietnam
*Corresponding Author: cuongvd@lhu.edu.vn

The study aimed to analyze the impact of social media on tourists' sustainable tourism choice behavior in Dong Nai, focusing on the mediating factors including subjective norms, attitudes and perceived control. Data were collected from 437 tourists, then analyzed using confirmatory factor analysis (CFA) and structural equation modeling (SEM). The results showed that social media had a positive and significant impact on the mediating factors, including subjective norms, attitudes and perceived control, thereby influencing sustainable tourism choice behavior. Attitude and perceived control were identified as strong mediating factors, reinforcing the impact of social media in shaping tourists' sustainable tourism behavior. The research results emphasized the role of social media as an effective tool to spread social norms and raise awareness of sustainable tourism. Based on the research results, management implications are proposed to change attitudes and encourage tourists to participate in sustainable tourism activities in the current period.