1. Student's full name: Do Quoc Hung 2. Gender: Male
3. Date of birth: May 5, 1987
4. Place of birth: Hanoi
5. Decision on student admission No. 2948/2021/QD-XHNV dated December 28, 2021, by the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.
6. Changes in the training process: None
7. Thesis title: “The behavior of tourists sharing their travel experiences on social media in Hanoi”
8. Major: Tourism; 9. Code: 8810101.01
10. Scientific Advisor: Dr. Vu Nam, Lecturer, Faculty of Tourism & Hospitality, National Economics University
11. Summary of the thesis results:
The author reviews research on tourists' behavior of sharing travel experiences on social media, analyzes relevant theories, and identifies a research model. The main research method of the thesis is a combination of qualitative and quantitative methods. The research model was adjusted after expert interviews. The study was conducted through a survey of 418 tourists visiting Hanoi using three main statistical tools on SPSS 20 software: descriptive statistics, crosstab analysis, and ANOVA analysis.
The research results analyzed the travel experience sharing behavior of tourists visiting Hanoi, focusing on four aspects: (1) behavioral characteristics; (2) motivations and influencing factors; (3) social media interaction with shared travel experiences; and (4) differences in travel experience sharing behavior on social media according to individual characteristics. The study emphasized the prevalence of travel experience sharing behavior on social media during and after the trip. The attractiveness of tourist attractions, the uniqueness of the cuisine, and the diversity of recreational activities in Hanoi are the main reasons why tourists share their experiences on Facebook, Zalo, Instagram, TikTok, YouTube, etc., and receive significant interaction from family and friends. The research results also showed that some characteristics of travel experience sharing behavior on social media differ according to individual characteristics such as gender, region, generation, and personality traits.
Based on the above analysis, the author discusses the research results and provides policy implications (for tourism management agencies and tourism businesses) to contribute to the development of Hanoi's tourism destination brand through the sharing of tourism experiences on social media.
12. Practical applications:
The research findings provide a basis for tourism management agencies and tourism businesses to formulate policies aimed at promoting Hanoi as a destination and boosting their business activities based on tourists' shared experiences on social media.
13. Future research directions:
This study examines the antecedents (travel motivation, destination selection intention, etc.) and suffixes (satisfaction, memorable experience, intention to return, etc.) related to the behavior of sharing travel experiences on social media.
14. The published works related to the thesis are:
14.1. Do Quoc Hung, Vu Nam (2023),Research on the behavior of sharing travel experiences on social media during a trip., Journal of Educational Equipment, April special issue, ISSN 1859-0810, pp. 445-447.
14.2. Do Quoc Hung (2023),Travel itineraries and sharing travel experiences on social media by travelers., Vietnam Tourism Magazine, May issue, ISSN 0866-7373, p. 63.
INFORMATION ON MASTER'S THESIS
1. Full name: Do Quoc Hung 2. Sex: Male
3. Date of birth: May 5th, 1987 4. Place of birth: Hanoi City
5. Admission decision number: No. 2948/2021/QD-XHNV; Dated Demember 28, 2021 by the Rector of University of Social Sciences and Humanities, Hanoi National University.
6. Changes in academic process: No
7. Official thesis title: “Behaviour of travel experience sharing on social media of tourists to Hanoi”
8. Major: Tourism; 9. Code: 8810101.01
10. Supervisors: Dr. Vu Nam, Lecturer at Faculty of Tourism & Hospitality, National Economics University.
11. Summary of the findings of the thesis:
The author reviews the studies about the tourists' behavior of sharing experiences on social networks, analyzes related theories, and identifies research models. The research method is a combination of qualitative and quantitative. The research model was adjusted after interviewing experts. The study was conducted through a survey of 418 tourists to Hanoi with 3 main statistical tools on SPSS 20 software: descriptive statistics, Crosstabs analysis, and ANOVA analysis.
The research results analyzed the behavior of tourists to Hanoi sharing experiences around 4 contents: (1) behavioral characteristics; (2) motivation and influence factors; (3) interaction on social networks with sharing of travel experiences, (4) differences in behavior of sharing travel experiences on social networks according to individual characteristics. The study highlights the prevalence of tourists sharing their experience on social networks during and after the trip. The places of interests, the uniqueness of cuisine and the variety of entertainments in Hanoi are perceived as the main factors why tourists share their experience on Facebook, Zalo, Instagram, Tiktok, Youtube and received a great interaction from relatives and friends. The research results show that there are differences in behavioral characteristics of sharing travel experience on social networks, according to individual characteristics such as gender, region, generation and individual personality characteristics.
Base form the analysis, the author discusses the research results are as follows, providing policy implications for destination management organizations (DMOs) in contributing to the development of Hanoi tourism destination brands through the act of DMOs and other tourism stakeholders sharing travel experience on social networks.
12. Practical applicability, if any:
The research results can be considered as suggestions for DMOs and other tourism organizations to promote Hanoi tourist spots, tourism services based on sharing tourists' experiences on social networks.
13. Further research directions, if any:
Research on pre-trip behavior (travel motivation, intention to choose destination...) and suffixes (satisfaction, memorable experiences, intention to return...) related to the behavior of sharing travel experience on social networks.
14. Thesis-related publications:
14.1. Do Quoc Hung, Vu Nam (2023),Research on the behavior of sharing travel experiences on social networks in the travel journey, Journal of Educational Equipment, April special issue, ISSN 1859-0810, pp. 445-447.
14.2. Do Quoc Hung (2023),Travel journey and sharing travel experiences on social networks of tourists, Vietnam Tourism Magazine, May issue, ISSN 0866-7373, pp. 63.
