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題名 社交媒體對越南遊客行為的影響
The impact of social media networks on the behavior of Vietnamese tourists
作者 黎黃珊
Le, Hoang-Sang
貢獻者 蔡葵希
Christine Cook
黎黃珊
Le, Hoang-Sang
關鍵詞 越南遊客
社群媒體影響
使用者生成內容（UGC）
旅遊決策
目的地形象
旅遊規劃
台灣旅遊
Vietnamese tourists
Social media influence
User-generated content (UGC)
Travel decision-making
Destination image
Travel planning
Taiwan tourism
日期 2025
上傳時間 4-Aug-2025 15:03:53 (UTC+8)
摘要 本研究探討社群媒體，特別是 Facebook，如何影響越南遊客對台灣旅遊的認知、行為意圖與決策過程。透過對 20 位曾赴台旅遊的越南旅客進行深度半結構式訪談，採用紮根理論方法，分析社群媒體影響力在五個階段中的運作：認知形成、行為意圖發展、決策制定、旅途中經驗評估，以及行後選擇性分享與未來旅遊意圖。研究發現，遊客經常參考使用者生成內容（UGC），以建立現實可行的期待、釐清行程細節並驗證旅遊決策。社群媒體旅遊社團不僅是資訊儲存庫，更是互動性的規劃平台，其中資訊的價值與可信度主要透過社群回饋與個人需求的關聯性來評估。儘管多數受訪者僅在特定情境下選擇性分享內容，他們的貢獻仍強化了社群媒體影響力的循環特性，為未來旅客提供參考。本研究最終提出一項概念模型，強調數位時代旅遊行為的社會建構性與非線性特徵，並針對旅遊行銷人員如何透過文化貼合、以同儕為核心的數位策略提升目的地能見度與參與度，提出實務建議。
This study investigates how social media, particularly Facebook, influences Vietnamese tourists' perceptions, behavioral intentions, and decision-making regarding travel to Taiwan. Drawing on in-depth, semi-structured interviews with 20 Vietnamese travelers, the research adopts a grounded theory approach to explore the social media influence cycle across five phases: perception formation, behavioral intention, decision-making, on-site experience evaluation, and post-trip selective sharing and future intention. The findings reveal that tourists frequently consult user-generated content (UGC) to construct realistic expectations, clarify logistics, and validate travel decisions. Social media groups serve as both informational repositories and interactive planning environments, where content value and trust are shaped by community feedback and relevance to personal needs. Although most participants share content selectively and contextually, their contributions reinforce the cyclical nature of influence by supporting future travelers. The study proposes a conceptual model that highlights the socially constructed, non-linear nature of travel behavior in the digital age. Implications are offered for tourism marketers seeking to enhance destination visibility and engagement through culturally-aligned, peer-driven digital strategies.
參考文獻 Ait-Bakim, A., Reyes-Menendez, A., Guerreiro, C., Filipe, F., Attouch, H., Perez-Aranda, J.R., Saura, J. R., Guerreiro, M., Viegas, M., Correia, M. B., Jiménez, M. Á. S., Matos, N. d. & Palos-Sanchez, P. (2019). Insights of user-generated content in tourism. Journal of Spatial and Organizational Dynamics, 7(3). Available at: https://www.jsod-cieo.net/journal/index.php/jsod/issue/view/28/Volume%207%2C%20Issue%203%2C%202019 Alhabash, S., Chiang, Y.H. & Huang, K. (2014). MAM & U&G in Taiwan: Differences in the uses and gratifications of Facebook as a function of motivational reactivity. Computers in Human Behavior, 35, 423-430. doi: 10.1016/j.chb.2014.03.033 Barbe, D., Neuburger, L. (2021). Generation Z and digital influencers in the tourism industry. In: Stylos, N., Rahimi, R., Okumus, B., Williams, S. (eds) Generation Z marketing and management in tourism and hospitality. Palgrave Macmillan, Cham. doi: 10.1007/978-3-030-70695-1_7 Boley, B. B., Magnini, V. P. & Tuten, T. L. (2013). Social media picture posting and souvenir purchasing behavior: Some initial findings. Tourism Management, 37, 27-30. doi: 10.1016/j.tourman.2012.11.020 Carr, C. T. & Hayes, R. A. (2015). Social media: defining, developing, and divining. Atlantic Journal of Communication, 23(1). doi: 10.1080/15456870.2015.972282 Cholprasertsuk, A., Lawanwisut, C., & Thongrin, S. (2020). Social Media Influencers and Thai Tourism Industry: Tourists’ Behavior, Travel Motivation, and Influencing Factors. วารสารศิลปศาสตร์ มหาวิทยาลัยธรรมศาสตร์, 20(2), 234–263. doi: 10.14456/lartstu.2020.21 Chung, N & Koo, C. (2015). The use of social media in travel information search. Telematics and Informatics, 32, 215-229. doi: 10.1016/j.tele.2014.08.005 Creswell, J.W. (2013). Qualitative Inquiry Research Design: Choosing Among Five Approaches. 3rd Edition, SAGE Publications, Inc., London. Dai, F., Wang, D., Kirillova, K. (2022). Travel inspiration in tourist decision making. Tourism Management, 90, 104484. doi: 10.1016/j.tourman.2021.104484 DataReportal. (2023). Digital 2023: Vietnam. Available at: https://datareportal.com/reports/digital-2023-vietnam DataReportal. (2025). Digital 2025: Vietnam. Available at: https://datareportal.com/reports/digital-2025-vietnam Dellarocas, C. (2003). The digitization of word of mouth: Promise and challenges of online feedback mechanisms. Management Science, 29(10), 1407–1424. doi: 10.1287/mnsc.49.10.1407.17308 Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1990). Consumer behavior (6th Edition). Hinsdale, IL: Dryden Press. Erkan, I. & Ivans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61, 47-55. doi: 10.1016/j.chb.2016.03.003 Fotis, J., Buhalis, D., & Rossides, N. (2012). Social media use and impact during the holiday travel planning process. In M. Fuchs, F. Ricci, & L. Cantoni (Eds.), Information and Communication Technologies in Tourism. Springer. doi: 10.1007/978-3-7091-1142-0_2 Gerring, J. (2017). Qualitative Methods. Annual Review of Political Science, 20, 15-36. doi: 10.1146/annurev-polisci-092415-024158 Gursoy, D. & McCleary, K. (2004). An integrated model of tourists' information search behavior. Annals of Tourism Research, 31 (2), 353-373. doi: 10.1016/j.annals.2003.12.004 Gretzel, U. & Yoo, K.H. (2008). Use and Impact of Online Travel Reviews. In: O’Connor, P., Höpken, W., Gretzel, U. (eds) Information and Communication Technologies in Tourism (pp. 35-46). Springer, Vienna. doi: 10.1007/978-3-211-77280-5_4 Habiba, M., Hossain, M., & Lina, F. (2023). Social media promotions of tourism and hospitality industry: Implications for Bangladesh. International Knowledge Sharing Platform, 65(4). doi: 10.7176/JTHS/65-04 Hennink, M.M., Kaiser, B.N., Marconi, V.C. (2017). Code Saturation Versus Meaning Saturation: How Many Interviews Are Enough? Qualitative Health Research, 27(4), 591-608. doi:10.1177/1049732316665344 Huang, Y., Basu, C. & Hsu, M. K. (2010). Exploring motivations of travel knowledge-sharing on social network sites: an empirical investigation of U.S. college students. Journal of Hospitality Marketing & Management, 19(7). doi: 10.1080/19368623.2010.508002 Hyde, K. F. (2008). Information processing and touring planning theory. Annals of Tourism Research, 35(3), 712–731. doi: 10.1016/j.annals.2008.05.001 Krishen, A. S., Berezan, O., Agarwal, S, Kachro, P. (2019). Social media networking satisfaction in the US and Vietnam: Content versus connection. Journal of Business Research, 101, 93-103. doi: 10.1016/j.jbusres.2019.03.046 Jamil, M., Molina, M., Jamilena, D., & Gacia, J. (2015). The contribution of website design to the generation of tourist destination image: The moderating effect of involvement. Tourism Management, 47, 303-317. doi: 10.1016/j.tourman.2014.10.001 Kasavana, M. (2008). The unintended consequences of social media and the hospitality industry. Hospitality Upgrade. Available at: https://www.hospitalityupgrade.com/_magazine/magazine_Detail.asp/?ID=329 Kotler, P., Kartajaya, H. & Setiawan, I. (2017). Marketing 4.0: Moving from traditional to digital. Wiley. Leung, D., Law, R., Hoof, H., & Buhalis, D. (2013). Social Media in Tourism and Hospitality: A Literature Review. doi: 10.1080/10548408.2013.750919 Litvin, S., Goldsmith, R. E. & Pan, B. (2008). Electronic Word-of-Mouth in Hospitality and Tourism Management. Tourism Management, 29(3), 458-468 doi: 10.1016/j.tourman.2007.05.011 Lu, W. & Stepchenkova, S. (2014). User-Generated Content as a Research Mode in Tourism and Hospitality Applications: Topics, Methods, and Software. Journal of Hospitality Marketing & Management, 24, 119-154. doi: 10.1080/19368623.2014.907758 Mai, K. N & Tran, H. T. (2016). The influence of social media marketing on Vietnamese traveler’s purchase intention in the tourism industry in Ho Chi Minh City. Journal of Economics, Business and Management, 4(4). Available at: http://www.joebm.com/vol4/404-BA00006.pdf Munar, A. M. (2014). Motivations for sharing tourism experiences through social media. Tourism Management, 43, 46-54. doi: 10.1016/j.tourman.2014.01.012 Munar, A. M. & Jacobsen, J. K. S. (2013). Trust and involvement in tourism social media and web-based travel information sources. Scandinavian Journal of Hospitality and Tourism, 13(1). doi: 10.1080/15022250.2013.764511 Nathan, S., Newman, C., Lancaster, K. (2019). Qualitative Interviewing. In: Liamputtong, P. (eds) Handbook of Research Methods in Health Social Sciences. Springer, Singapore. https://doi.org/10.1007/978-981-10-5251-4_77 Newman, D. (2015). Love it or hate it: influencer marketing works. Forbes. Available at: https://www.forbes.com/sites/danielnewman/2015/06/23/love-it-or-hate-it-influencer-marketing-works/?sh=7c8bef54150b Oliveira, T., Araujo, B. & Tam, C. (2020). Why do people share their travel experiences on social media? Tourism Management, 78, 104041. doi: 10.1016/j.tourman.2019.104041 Park, K., Oh, S., Lee, H. C. & So, H. J. (2014). Dynamic feedback mechanism for maximizing interaction in online social network services. 2014 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining (ASONAM 2014), Beijing, China, 844-84. doi: 10.1109/ASONAM.2014.6921684. Pi, S.M., Chou, C.H., Liao & H.S. (2013). A study of Facebook Groups members’ knowledge sharing. Computers in Human Behavior, 29, 1971-1979. doi: 10.1016/j.chb.2013.04.019 Rohani, V.A. & Hock, O.S. (2009). On social network websites: definition, features, architectures and analysis tools. Journal of Computer Engineering, 1, 3-11. Available at: https://www.researchgate.net/publication/233927861_On_Social_Network_Web_Sites_Definition_Features_Architectures_and_Analysis_Tools Stafford, T. F., Duong, B. Q. (2023). Social Media in Emerging Economies: A Cross-Cultural Comparison. IEEE Transactions on Computational Social Systems, 10(3), 1160-1178. doi: 10.1109/TCSS.2022.3169412 Taiwan Tourism Statistics Database Of Tourism Administration (2023). Available at: https://stat.taiwan.net.tw/ Tarsakoo, P., & Charoensukmongkol, P. (2020). Dimensions of social media marketing capabilities and their contribution to the business performance of firms in Thailand. Journal of Asia Business Studies, 14, 441–461. doi: 10.1108/JABS-07-2018-0204 Tran, V. & Do, H. H. (2017). An impact of social media and online travel information search in Vietnam. Journal of Tourism Research & Hospitality, 3(1), 414-439. doi: 10.4172/2324-8807.1000153 Vietnam National Tourism Administration (2023). Available at: https://vietnamtourism.gov.vn/en Vietnam Tourism Association (2023), Available at: https://vita.vn/en/home.html Yetimoğlu, S., & Uğurlu, K. (2020). Influencer marketing for tourism and hospitality. In A. Hassan & A. Sharma (Eds.), The Emerald Handbook of ICT in Tourism and Hospitality (pp. 131-148). Emerald Publishing Limited, Bingley. doi: 10.1108/978-1-83982-688-720201009 Yoo, K.H., & Gretzel, U. (2011). Influence of personality on travel-related consumer-generated media creation. Computers in Human Behavior, 27(2), 609-621. doi: 10.1016/j.chb.2010.05.002 Zeng, B. & Gerritsen, R. (2014). What do we know about social media in tourism? A review. Tourism Management Perspectives, 10, 27-36. doi: 10.1016/j.tmp.2014.01.001 Zheng, X., & Gretzel, U. (2010). Role of social media in online travel information search. Tourism Management, 31(2), 179-188. doi:10.1016/j.tourman.2014.01.012 Živković, R., Gajic, J. & Brdar, I. (2014). The impact of social media on tourism. Sinteza. doi: 10.15308/SInteZa-2014-758-761
描述 碩士
國立政治大學
全球傳播與創新科技碩士學位學程
112zm1017
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0112ZM1017
資料類型 thesis
dc.contributor.advisor 蔡葵希zh_TW
dc.contributor.advisor Christine Cooken_US
dc.contributor.author (Authors) 黎黃珊zh_TW
dc.contributor.author (Authors) Le, Hoang-Sangen_US
dc.creator (作者) 黎黃珊zh_TW
dc.creator (作者) Le, Hoang-Sangen_US
dc.date (日期) 2025en_US
dc.date.accessioned 4-Aug-2025 15:03:53 (UTC+8)-
dc.date.available 4-Aug-2025 15:03:53 (UTC+8)-
dc.date.issued (上傳時間) 4-Aug-2025 15:03:53 (UTC+8)-
dc.identifier (Other Identifiers) G0112ZM1017en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/158690-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 全球傳播與創新科技碩士學位學程zh_TW
dc.description (描述) 112zm1017zh_TW
dc.description.abstract (摘要) 本研究探討社群媒體，特別是 Facebook，如何影響越南遊客對台灣旅遊的認知、行為意圖與決策過程。透過對 20 位曾赴台旅遊的越南旅客進行深度半結構式訪談，採用紮根理論方法，分析社群媒體影響力在五個階段中的運作：認知形成、行為意圖發展、決策制定、旅途中經驗評估，以及行後選擇性分享與未來旅遊意圖。研究發現，遊客經常參考使用者生成內容（UGC），以建立現實可行的期待、釐清行程細節並驗證旅遊決策。社群媒體旅遊社團不僅是資訊儲存庫，更是互動性的規劃平台，其中資訊的價值與可信度主要透過社群回饋與個人需求的關聯性來評估。儘管多數受訪者僅在特定情境下選擇性分享內容，他們的貢獻仍強化了社群媒體影響力的循環特性，為未來旅客提供參考。本研究最終提出一項概念模型，強調數位時代旅遊行為的社會建構性與非線性特徵，並針對旅遊行銷人員如何透過文化貼合、以同儕為核心的數位策略提升目的地能見度與參與度，提出實務建議。zh_TW
dc.description.abstract (摘要) This study investigates how social media, particularly Facebook, influences Vietnamese tourists' perceptions, behavioral intentions, and decision-making regarding travel to Taiwan. Drawing on in-depth, semi-structured interviews with 20 Vietnamese travelers, the research adopts a grounded theory approach to explore the social media influence cycle across five phases: perception formation, behavioral intention, decision-making, on-site experience evaluation, and post-trip selective sharing and future intention. The findings reveal that tourists frequently consult user-generated content (UGC) to construct realistic expectations, clarify logistics, and validate travel decisions. Social media groups serve as both informational repositories and interactive planning environments, where content value and trust are shaped by community feedback and relevance to personal needs. Although most participants share content selectively and contextually, their contributions reinforce the cyclical nature of influence by supporting future travelers. The study proposes a conceptual model that highlights the socially constructed, non-linear nature of travel behavior in the digital age. Implications are offered for tourism marketers seeking to enhance destination visibility and engagement through culturally-aligned, peer-driven digital strategies.en_US
dc.description.tableofcontents Abstract i 摘要 ii 1. Introduction 1 2. Theoretical Background 3 2.1. Definition and the Current Landscape of Social Media Usage in Vietnam 3 2.2. The Impact of Social Media on Travelers' Information-Seeking and Sharing Habits 5 2.2.1. Sharing Experiences and Collecting Memories 5 2.2.2. Statistics and Impact Related to Vietnamese Groups for Taiwanese Travel 7 2.3. Opportunities and Challenges for Travel Businesses 9 3. Methodology 10 3.1. Participants 10 3.2. Data Collection 11 3.3. Data Analysis 12 4. Results 12 4.1. Social Media 13 4.1.1. Social Media (Facebook) Usage Habits 13 4.1.2. Role of Social Media in Travel Information Seeking 14 4.1.3. Travel Information Sources Evaluation and Preference 16 4.1.4. Travel Content Sharing Behavior 18 4.2. Individual Differences, Expectations, and Realities 19 4.2.1. Travel Habits 19 4.2.2. Travel Style 20 4.2.3. Travel Priorities and Preferences 21 4.2.4. Vietnamese Tourists’ Initial Impressions About Taiwan 23 4.2.5. On-site Experiences in Taiwan. 25 4.3. Policy and Marketing Suggestions 30 4.3.1. Perception of Taiwan Tourism Branding and Promotion 30 4.3.2. Taiwan's Appeal to Vietnamese Tourists 32 4.3.3. Challenges Faced by Vietnamese Tourists 32 4.3.4. Suggestions for Improvement 34 4.4. Final Analysis and Model Proposal 35 4.4.1. Proposed Model: A Social Media Influence Cycle in Vietnamese Tourist Behavior 35 4.4.2. Phase 1: Perception Formation 36 4.4.3. Phase 2: Behavioral Intention Development 40 4.4.4. Phase 3: Decision-Making 42 4.4.5. Phase 4: Experience Evaluation 44 4.4.6. Phase 5: Selective Sharing & Future Intentions 45 5. Discussion 47 5.1. Reframing Tourist Decision-Making: From Linear to Iterative and Socially Constructed 47 5.2. Aligning with the Customer Journey and the 5A Model 49 5.3. Rethinking the Value and Trust of Social Media Content 49 5.4. Facebook as a Participatory Infrastructure in the Vietnamese Context 50 5.5. Practical Implications 52 5.6. Limitation and Future Research Directions 54 References 58 List of tables 64 Appendix A 72zh_TW
dc.format.extent 861168 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0112ZM1017en_US
dc.subject (關鍵詞) 越南遊客zh_TW
dc.subject (關鍵詞) 社群媒體影響zh_TW
dc.subject (關鍵詞) 使用者生成內容（UGC）zh_TW
dc.subject (關鍵詞) 旅遊決策zh_TW
dc.subject (關鍵詞) 目的地形象zh_TW
dc.subject (關鍵詞) 旅遊規劃zh_TW
dc.subject (關鍵詞) 台灣旅遊zh_TW
dc.subject (關鍵詞) Vietnamese touristsen_US
dc.subject (關鍵詞) Social media influenceen_US
dc.subject (關鍵詞) User-generated content (UGC)en_US
dc.subject (關鍵詞) Travel decision-makingen_US
dc.subject (關鍵詞) Destination imageen_US
dc.subject (關鍵詞) Travel planningen_US
dc.subject (關鍵詞) Taiwan tourismen_US
dc.title (題名) 社交媒體對越南遊客行為的影響zh_TW
dc.title (題名) The impact of social media networks on the behavior of Vietnamese touristsen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Ait-Bakim, A., Reyes-Menendez, A., Guerreiro, C., Filipe, F., Attouch, H., Perez-Aranda, J.R., Saura, J. R., Guerreiro, M., Viegas, M., Correia, M. B., Jiménez, M. Á. S., Matos, N. d. & Palos-Sanchez, P. (2019). Insights of user-generated content in tourism. Journal of Spatial and Organizational Dynamics, 7(3). Available at: https://www.jsod-cieo.net/journal/index.php/jsod/issue/view/28/Volume%207%2C%20Issue%203%2C%202019 Alhabash, S., Chiang, Y.H. & Huang, K. (2014). MAM & U&G in Taiwan: Differences in the uses and gratifications of Facebook as a function of motivational reactivity. Computers in Human Behavior, 35, 423-430. doi: 10.1016/j.chb.2014.03.033 Barbe, D., Neuburger, L. (2021). Generation Z and digital influencers in the tourism industry. In: Stylos, N., Rahimi, R., Okumus, B., Williams, S. (eds) Generation Z marketing and management in tourism and hospitality. Palgrave Macmillan, Cham. doi: 10.1007/978-3-030-70695-1_7 Boley, B. B., Magnini, V. P. & Tuten, T. L. (2013). Social media picture posting and souvenir purchasing behavior: Some initial findings. Tourism Management, 37, 27-30. doi: 10.1016/j.tourman.2012.11.020 Carr, C. T. & Hayes, R. A. (2015). Social media: defining, developing, and divining. Atlantic Journal of Communication, 23(1). doi: 10.1080/15456870.2015.972282 Cholprasertsuk, A., Lawanwisut, C., & Thongrin, S. (2020). Social Media Influencers and Thai Tourism Industry: Tourists’ Behavior, Travel Motivation, and Influencing Factors. วารสารศิลปศาสตร์ มหาวิทยาลัยธรรมศาสตร์, 20(2), 234–263. doi: 10.14456/lartstu.2020.21 Chung, N & Koo, C. (2015). The use of social media in travel information search. Telematics and Informatics, 32, 215-229. doi: 10.1016/j.tele.2014.08.005 Creswell, J.W. (2013). Qualitative Inquiry Research Design: Choosing Among Five Approaches. 3rd Edition, SAGE Publications, Inc., London. Dai, F., Wang, D., Kirillova, K. (2022). Travel inspiration in tourist decision making. 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