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- Ứng dụng công nghệ 4.0 trong xúc tiến trực tuyến và ảnh hưởng của nó lên nhận thức về điểm đến và trung thành của du khách
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- Taïp chí
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Abtract
All socio-economic activities has been changed thanks to Today’s technology 4.0.
Internet is accordingly accepted as an important factor for success in tourism pro-
motion as well as travel destination marketing.The main purpose of this study is to
investigate the impact of online promotion on visitors’ perceptions of destination and
their loyalty in the tourism industry.This study proposes a structural model of the
mutual relationship between online promotion (OP), destination awareness (DA),
tourists’ satisfaction (TS) and theirdestination loyalty (DL).Random surveys are
conducted with international travelers at Vietnam’s international airports.
At the very first, this study makes Exploratory Factor Analysis (EFA) to validate
the structure and Confirmatory Factor Analysis (CFA) via AMOS usage to examine
the significance of the models in testing. proposed theories.It is allso indicated that
online promotion can improve loyalty to the destination.Finally, the scholarly con-
tribution, the practical significance of research to the tourism marketinghumans, and
its limitations are also discussed in this study.
Key words: 4.0 technology, Online Promotion,destination awareness (DA), tourists’
satisfaction (TS), destination loyalty (DL), Vietnam Tourism
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Soá 1 (2018) 33
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