The Impact Of Social Media Platforms On The Brand Image Of Cat Ba Tourism In Hai Phong City

Abstract

This study reveals that several factors have a substantial and positive impact on the brand image of Cat Ba tourism. Stunning Visual Content effectively captures the attention of potential tourists, while Engagement and Interaction on social media platforms foster trust and encourage the sharing of authentic narratives. User-generated content contributes to Cat Ba's credibility and diversifies its appeal, acting as a form of digital word-of-mouth. Influencer Collaborations accentuate Cat Ba's unique selling points, making it distinct and appealing. Promotions and Exclusive Offers stimulate travel decisions, generate word of mouth, and contribute to economic growth. These findings have important implications for destination marketing strategies, emphasizing the significance of high-quality visuals, social media engagement, UGC, influencer collaborations, and promotional initiatives. Nevertheless, the study's limitations, including its location-specific focus and the evolving nature of social media trends, highlight the need for continuous adaptation in practice and exploration of these factors in diverse contexts to assess their long-term impacts on destination branding.