The influence of social media on tourists' intention to return: a study in Can Tho city, Vietnam

The research objective is to determine the impact of social media on tourists' intention to return: research in Can Tho city, Vietnam, on that basis, proposes some managerial implications to enhance tourists' intention to return. The article uses qualitative research methods combined with quantitative research. Qualitative research conducted by consulting 03 experts to determine the electronic word-of-mouth factor affecting tourists' intention to return, determining the research model, and adjusting the scales to form a questionnaire for use in official research. Quantitative research assessed scale reliability using Cronbach's Alpha, evaluating the measurement model and structural equation modeling. The data analysis results have identified three independent factors affecting tourists' intention to return: Electronic Word of Mouth, Destination Image, and Attitudes Toward Destination. At the same time, destination image and attitude towards the destination impact tourists' intention to return. Based on the research, some solutions are proposed to improve tourists' intention to return.