IJIMT 2016 Vol.7(5): 200-205 ISSN: 2010-0248
doi: 10.18178/ijimt.2016.7.5.673

The Impacts of Viral Marketing on Vietnamese Travelers Decision to Thailand — A Study in Ho Chi Minh City, Vietnam

Mai Ngoc Khuong and Tran Thi Tuyet Thanh
Abstract— This study was conducted to identify the impacts of viral marketing on traveling decision. Quantitative approach was applied with questionnaire directly delivered to 215 respondents who have traveled to Thailand. The empirical results showed that information credibility, brand recall, and information achievement through websites directly affected traveling decision. In addition, social network, video, email, and information sharing through website indirectly affect travelling decision through the mediations of information credibility and brand recall. This study suggested that tourism companies should aware of significant forms of viral marketing for better marketing campaigns.

Index Terms— Viral marketing, brand recall, traveling decision.

The authors are with the International University, VNU, HCMC, Vietnam (e-mail: mnkhuong@hcmiu.edu.vn; tuyetthanh3366@gmail.com).

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Cite: Mai Ngoc Khuong and Tran Thi Tuyet Thanh, " The Impacts of Viral Marketing on Vietnamese Travelers Decision to Thailand — A Study in Ho Chi Minh City, Vietnam," International Journal of Innovation, Management and Technology vol. 7, no. 5, pp. 200-205, 2016.

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