TOURIST PERCEPTIONS OF HO CHI MINH CITY’S TOURISM: ANALYZING YOUTUBE SOCIAL MEDIA COMMENTS

This study analyzes tourists’ perceptions of Ho Chi Minh City through YouTube comment sentiment analysis, a novel approach not previously explored. The results indicate overwhelmingly positive sentiment towards the city. Tourists also highlight cultural and culinary experiences as significant factors contributing to the city’s appeal. Negative concerns are minimal but present, suggesting room for improvement in addressing safety issues, tourism competitiveness among countries. Additionally, the findings emphasize the importance of video production quality and the influence of key opinion leaders (KOLs) in shaping perceptions. Professional videos endorsed by influencers play a crucial role in enhancing the city’s image. The involvement of opinion shapers may also influence sentiment, as coordinated efforts can skew the perception of tourist feedback. Limitations include the focus on YouTube comments, which may not represent all tourist views. Future research should consider broader data sources and examine the impact of content creation strategies and influencer marketing on destination image formation.