ABSTRACT

The burgeoning influence of social media platforms and influencer marketing has significantly impacted tourism trends and decision-making worldwide. This study examined this phenomenon within the context of Vietnam, a rapidly growing Southeast Asian nation with an expanding tourism industry. The research sought to understand the role of social media platforms, influencers, and their strategies in shaping traveler preferences, behaviors, and choices. Utilizing a mixed-methods approach, this study employed a combination of surveys, interviews, and content analysis to gather data from tourists, influencers, and tourism stakeholders. The results revealed that social media platforms and influencer marketing play a crucial role in determining tourist preferences, activities, and accommodations in Vietnam. Furthermore, user-generated content and peer recommendations have had a profound impact on decision-making. This study concluded with valuable insights and recommendations for tourism stakeholders, marketers, and policymakers in Vietnam, aiming to optimize the use of social media and influencer marketing while promoting responsible tourism practices. Future research directions and policy implications were also discussed, highlighting the potential of social media and influencer marketing in shaping Vietnam's tourism landscape.

Keywords: social media, influencer marketing, tourism trends, decision-making, Vietnam, responsible tourism