The impact of social media marketing on Vietnamese Z traveler's decisions to visit historical destinations. Case study Hoa Lo Prison Relic.
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| Format: | Thesis |
| Kulcsszavak: | advertising Destination Hoa Lo Relics Relics Social mdeia marketing Vietnam |
| Online Access: | http://dolgozattar.uni-bge.hu/53057 |
| Abstract: | Digital technology and the internet expansion have made social media a useful marketing avenue for businesses and managers. Image and tourism promotion are important priorities for historic tourist sites because, over time, these locations face a gradual decline in recognition and allure. In recent years, Hoa Lo Prison Relics has been a model for approaching Gen Z tourists via social media. Since 2020, "going to jail" has been a viral phrase that practically every young person understands, and Hoa Lo Prison has become a popular attraction. Hoa Lo Prison is the "unicorn" of new-generation content marketing due to its attractive content, hilarious historical narration, and high educational value. This quantitative study examines how social media marketing affects Vietnamese Gen Z travelers' historical destination decisions, focusing on Hoa Lo Prison Relic. The study uses a quantitative technique to examine how advertising, information usefulness, information quality, and Electronic Word of Mouth (EWOM) affect travel decisions. The research carefully assesses these factors in an open study with 215 people. The findings emphasize the significance of strategic content creation and targeted advertising in effectively engaging this demographic towards exploring and appreciating the historical significance encapsulated within destinations like Hoa Lo Prison Relic. This highlights the crucial need to adapt to the ever-changing digital environment, a vital step in safeguarding and highlighting cultural heritage for generations to come as well. |
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