Impact of Advertising and Public Relations on Tourism Development in Da Nang, Vietnam

Abstract

An exploratory study was conducted to determine the impact of advertising and public relations on the visit intention of tourists in Da Nang, Vietnam. In 2015, Trip Advisor and New York Times selected Da Nang, Vietnam as one of the top Asia tourist destinations. This study sought to address the relationship between advertising or public relations and tourists' intention to visit based on the theory of planned behavior. Structure Equation Modeling was conducted to predict the impact of advertising and public relations on the visit intention of tourists in Da Nang. Findings indicate that an increased favorable attitude and control of advertising would increase tourist arrivals. Surprisingly, an increased positive attitude and control of public relations did not significantly affect tourists' intention to visit. Instead, the social norms of public relations were effective in driving the decision to visit but the social norms of advertising were not. The findings have contributed to destination brand through advertising and public relations. Implications are discussed.