Influence of online reviews from social networks on domestic tourists' choice of Binh Dinh tourist destination
Abstract
Social networks are considered the most effective means of searching and selecting tourist destinations thanks to the information publicly posted and quickly shared. This study aims to examine the influence of online reviews from social networks on domestic tourists’ choice of Binh Dinh tourist destination. The study conducted a survey questionnaire of 240 domestic tourists choosing Binh Dinh tourist destination through online reviews from social networks. The data collected was then analyzed by exploratory factor analysis, confirmatory factor analysis, and Structural Equation Modeling. The results show that online reviews have positively effects on domestic tourists' decision to choose Binh Dinh destination. Some solutions are also proposed to increase the usefulness of online reviews from social networks.