Title: Online-generated contents fostering travel destination image formation: evidence in Vietnam during COVID-19 pandemic recovery

Authors: Minh-Tri Ha; Thi Huong-Thanh Nguyen; Minh-Tuan Tran; Son-Truong Nguyen

Addresses: School of Business, International University, Vietnam National University, Ho Chi Minh City, Vietnam; Vietnam National University, Ho Chi Minh City, Vietnam ' School of Business, International University, Vietnam National University, Ho Chi Minh City, Vietnam; Becamex Business School, Easter International University, Binh Duong Province, Vietnam ' Becamex Business School, Easter International University, Binh Duong Province, Vietnam ' Becamex Business School, Easter International University, Binh Duong Province, Vietnam

Abstract: This paper aims to examine the key antecedents of online-generated content towards revisiting a particular destination through social networking and media sharing sites following the end of the COVID-19 outbreak. Three antecedents of online content, namely understandability, valence and novelty, are being investigated in this context to highlight the association with the mental evaluations amongst travellers in Vietnam these days. This cross-sectional study collected data from the replies to an online survey questionnaire from 447 respondents living in three different regions over the whole of Vietnam. The results were analysed by PLS-SEM, which stated that understandability and valence of pandemic-related content have a positive relationship with both cognitive and affective evaluation, while novelty only has a positive relationship with affective evaluation. The new role of personality has been significantly moderated by the process of cognition and affection towards destination. Lastly, the findings are expected to contribute to the valuable knowledge about the pandemic concerns and its impacts on mental image formation towards revisiting a destination.

Keywords: online-generated content; understandability; valence; novelty; destination image formation; tourism; COVID-19; Vietnam.

DOI: 10.1504/JIBED.2023.132874

Journal for International Business and Entrepreneurship Development, 2023 Vol.15 No.2, pp.295 - 323

Received: 03 Mar 2023
Accepted: 14 Mar 2023
Published online: 13 Aug 2023 *

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