Post-Pandemic Tourist Behavior in the Context of the Industrial Revolution 4.0: An Empirical Study in Vietnam

Abstract

Recovery and growth of tourism are one of the greatest concerns of the Government as well as enterprises specializing in the travel sector. This paper aims to explore the impact mechanisms of factors on the travel intention and satisfaction of tourists in Vietnam, focusing on perceived service quality, monetary promotion, and social media. A survey was conducted with 421 tourists; the collected data was processed by Smart-PLS software. The research results have shown that perceived service quality and travel intention positively impact tourist satisfaction. Besides, both monetary promotion and social media show a favorable influence on travel intention. However, monetary promotion negatively impacts tourist satisfaction. Based on these findings, some practical implications are suggested to enhance the intention and satisfaction of tourists traveling to Vietnam in the future.