The influence of social media influencers ontraveldecisions the role of trust in the decisionjourneyofstudents in vietnam

The influence of social media influencers ontraveldecisions the role of trust in the decisionjourneyofstudents in vietnam

INTRODUCTION

In this age of modern technologies, social media are being identified as a substantial tool for the student in Vietnam to get acquainted with and benefit from the extensive travel information that is available The widespread influence of social media has made it easier than ever to absorb insights and experiences from various destinations (Luo & Zhong, 2015; Lin & Huang, 2006; Usui, 2018) The rise of social media influencers (SMIs) has added diversity to the context, impacting students’ travel decisions (Cox & Buultjens, 2009) SMI is described as "a new type of independent third-party endorser who alter audience attitudes through TikTok, Reels, and the use of other social media" (Freberg & Freberg, 2011) Social media influence as a new source of information for travel planning of tourists is a crucial factor for searching for consumer's buying intention regarding tourism goods and the content material coming from SMI However, the extent to which trust influences decision-making processes remains uncertain

Against this backdrop, exploring “The Influence of Social Media Influencers on Travel Decisions: The Role of Trust in the Decision-Making Journey of Students in Vietnam” becomes imperative This research endeavor aims to illuminate how Vietnamese students integrate advice from SMIs into their travel decision-making processes The interaction between these variables will be examined to clarify how influencers shape students' travel choices and the pivotal role of trust therein

While numerous studies have assessed the impact of SMIs on travel decisions, there is a dearth of research focusing on this phenomenon within the Vietnamese context Therefore, this study aims to fill this gap by investigating the influence of SMIs on the travel decisions of students in Vietnam

Through comprehensive tracking and analysis of university students’ interactions on social media platforms that affect consumer behavior, this study strives to provide a thorough understanding of how the online environment shapes students’ travel plans (Dabija & Tipi, 2018; Fotis & Rossides, 2012; Guerreiro & Guerreiro, 2019; Hudson

& Thal, 2013) Ultimately, the findings of this research hope to offer insights and enhance marketing strategies and tourism management in Vietnam

This research introduces a model grounded in customer journey theory This model is designed to examine the direct impact of trust in social media influencers (SMIs) on each phase of the travel decision-making process (including desire, information search, evaluation of alternatives, purchase decisions, satisfaction, and experience sharing) Furthermore, an analysis will be performed to evaluate how each stage of the journey mediates the influence of SMI trust on the subsequent phase By comprehending this intricate behavioral process, which includes both direct and indirect relationships, this study seeks to advance the understanding of customer journey theory and provide valuable insights for the practices of Destination Marketing Organizations (DMOs)

Motivation to Do This Research:

The motivation behind this research stems from the growing reliance on social media for travel planning, especially among younger generations Understanding the impact of SMIs is crucial for developing effective tourism marketing strategies in Vietnam Research Question:

How does SMI trust affect the travel decision-making process of Vietnamese students?

 To examine the influence of SMI trust on the travel decisions of Vietnamese students

 To identify the key factors that influence travel decisions at different stages of the decision journey

 To evaluate the role of SMI trust in pre-purchase, purchase, and post-purchase phases of the travel decision-making process

Through comprehensive tracking and analysis of university students’ interactions on social media platforms, this study strives to provide a thorough understanding of how the online environment shapes students’ travel plans Ultimately, the findings aim to offer insights to enhance marketing strategies and tourism management in Vietnam Structure of the research:

The structure of our research is as follows: Section 2 offers a literature review on customer journey theory in tourism and explores the theoretical background of SMIs’ role in tourism and trust concepts Section 3 outlines the research model and hypothesis development Section 4 details the research methodology, while Section

5 presents the research findings and discussion Finally, Section 6 discusses the theoretical and managerial implications, limitations, and future research directions

LITERATURE REVIEW

The Evolution of Social Media Influencers (SMIs)

The concept of Social Media Influencers (SMIs) has undergone a substantial transformation over the past decade, reflecting the dynamic evolution of digital platforms and consumer behaviors Initially, the influencer landscape was dominated by traditional celebrities and public figures who leveraged their widespread fame to endorse products and services through traditional media channels such as television, radio, and print advertisements (Freberg & Freberg, 2011) However, with the advent of social media platforms like Instagram, YouTube, and TikTok, a new breed of influencers emerged, reshaping the marketing paradigm This new generation of influencers began as ordinary social media users who amassed large followings through their engaging content, authentic interactions, and relatable personas (Sokolova & Kefi, 2020) Unlike traditional celebrities, these influencers were often more accessible and relatable to their audiences, fostering a sense of community and trust The rise of micro-influencers, individuals with smaller but highly engaged followings, marked a significant shift in the influencer marketing paradigm (Abidin,

2016) Micro-influencers typically have niche audiences but boast higher engagement rates and stronger connections with their followers compared to their celebrity counterparts The growth of social media platforms provided these influencers with easy-to-use tools for content creation and distribution, allowing them to share their lives, experiences, and recommendations more intimately and effectively (Kapitan & Silvera, 2016) Platforms like Instagram and TikTok catalyzed this evolution by emphasizing visual and video content, which proved to be highly engaging for users Studies have shown that these platforms have been instrumental in transforming ordinary users into influential figures whose opinions significantly impact consumer behavior (Lou & Yuan, 2019) As the influencer landscape continued to diversify, the emergence of nano-influencers further exemplified the trend towards more personalized and authentic content Nano-influencers, who have even smaller followings than micro-influencers, often enjoy incredibly high engagement rates (Jin

& Ryu, 2019) Brands began to recognize the value of collaborating with influencers across the spectrum from nano to mega-influencers depending on their specific marketing objectives and target demographics (Martínez-López & Miles, 2020) The

10 dynamic nature of social media ensures that the role and influence of SMIs will continue to evolve, adapting to new technologies and shifting consumer preferences (Enke & Borchers, 2019) The evolution of SMIs highlights the increasing demand for authenticity and relatability in marketing, as consumers are more likely to trust and act on recommendations from influencers who they perceive as genuine and credible (Veirman & Hudders, 2017) This evolution reflects a broader trend towards personalized marketing, where the focus is on building trust and fostering long-term relationships with consumers (Schouten & Verspaget, 2020) The evolution of Social Media Influencers from traditional celebrities to micro and nano-influencers signifies a significant shift in marketing strategies The increasing importance of authenticity, engagement, and niche targeting has redefined the influencer marketing landscape, making it a crucial component of modern digital marketing strategies As social media platforms continue to evolve, so too will the role and impact of SMIs, further shaping consumer behavior and brand-consumer relationships.

Trust and Credibility in Influencer Marketing

Trust and credibility are pivotal components in the effectiveness of influencer marketing The relationship between an influencer and their followers is built on perceived authenticity and reliability Influencers who consistently share genuine, non-sponsored content tend to build stronger trust with their audience This trust translates into greater influence over followers' purchasing decisions Research indicates that trust in influencers is significantly influenced by the perceived similarity between the influencer and the follower, the authenticity of the influencer's content, and the frequency of their interactions (Xiao & Chan-Olmsted, 2018) Influencers who share personal stories and transparent reviews are seen as more trustworthy compared to those who predominantly post sponsored content The credibility of an influencer also plays a crucial role in shaping consumer attitudes and behaviors Credibility encompasses both the expertise and trustworthiness of the influencer Consumers are more likely to be persuaded by influencers who are perceived as knowledgeable and sincere The endorsement from such credible influencers is seen as more authentic and reliable, leading to higher consumer trust and greater impact on purchase intentions (Martínez-López & Miles, 2020) However, the trustworthiness of influencers can be undermined by overt

11 commercialization Excessive sponsored posts and lack of transparency regarding paid partnerships can erode followers' trust Studies have shown that when followers perceive an influencer to be motivated primarily by financial gain, their trust diminishes, negatively affecting the influencer's impact (Singh & Xue, 2020) Brands and influencers must navigate these challenges by maintaining a balance between sponsored content and genuine, organic posts Transparency about paid partnerships, consistent engagement with followers, and maintaining authenticity are essential strategies for preserving trust and credibility in influencer marketing (Hudders & De Veirman, 2020) Trust in SMIs is not only a critical factor for influencing consumer behavior but also for enhancing brand loyalty and long-term engagement The perceived trustworthiness of an influencer significantly impacts the effectiveness of their endorsements, particularly in the travel industry For instance, travelers often rely on the recommendations of influencers when choosing destinations, accommodations, and travel services This reliance is driven by the trust that followers place in the influencers' opinions and experiences (Femenia-Serra & Gretzel, 2020) Furthermore, trust and credibility in influencer marketing extend beyond individual transactions They contribute to the overall brand perception and reputation A positive endorsement from a trusted influencer can enhance a brand's credibility and visibility, while a negative or insincere endorsement can have detrimental effects Therefore, building and maintaining trust with their audience is crucial for influencers to sustain their influence and effectiveness in marketing campaigns (Gretzel, 2018) In conclusion, trust and credibility are fundamental elements in the realm of influencer marketing The ability of influencers to establish and maintain trust with their audience directly impacts their effectiveness in shaping consumer behaviors and decisions As the digital landscape evolves, the strategies for building and sustaining trust must also adapt, ensuring that influencer marketing remains a powerful tool for brands in the competitive marketplace.

Customer Journey in Tourism

The customer journey in tourism is a complex process that encompasses several stages, from the initial desire to travel to post-purchase evaluations and sharing experiences Understanding this journey is crucial for marketers and tourism professionals as it provides insights into how travelers make decisions and what

12 influences these decisions The customer journey in tourism typically involves three main stages: pre-purchase, purchase, and post-purchase (Lemon & Verhoef, 2016) Each stage is influenced by different factors and requires distinct marketing strategies to effectively engage potential travelers During the pre-purchase stage, travelers form their initial desire to travel and begin searching for information about potential destinations This stage is heavily influenced by digital interactions, particularly through social media Social media platforms serve as significant sources of inspiration and information acquisition, with users often relying on recommendations from social media influencers (SMIs) and peer reviews Research has shown that the visual and interactive nature of social media content, such as photos and videos, plays a crucial role in sparking the desire to visit new places (Tussyadiah & Fesenmaier,

2009) Influencers, through their curated content and personal experiences, provide a tangible connection to destinations, making them more appealing and accessible to potential travelers The information search phase within the pre-purchase stage is characterized by extensive online activity Travelers actively seek out content that can help them make informed decisions about where to go, where to stay, and what to do Social media platforms like Instagram, YouTube, and Pinterest have become essential tools for travelers to gather information and ideas Studies indicate that peer- generated content and influencer recommendations are often perceived as more trustworthy and relatable compared to traditional advertising (Schmallegger & Carson, 2008; Hudson & Thal, 2013) This trust is built on the perceived authenticity and relatability of influencers, who are seen as fellow travelers rather than paid spokespeople Furthermore, social media allows for real-time interaction and engagement, enabling travelers to ask questions and receive instant feedback from influencers and other users This interactive element enhances the information search process, making it more dynamic and responsive to the needs of the traveler The engagement metrics on these platforms, such as likes, shares, and comments, also provide valuable social proof, reinforcing the desirability and credibility of the recommended destinations and activities In the purchase stage, travelers evaluate different travel alternatives and make their final booking decisions This stage is characterized by a detailed examination of available options, including destinations, accommodations, and activities Social media influencers continue to play a pivotal

13 role during this phase by providing credible and genuine advice through their personal experiences and compelling narratives The detailed reviews and firsthand accounts shared by influencers help potential travelers to assess the pros and cons of different travel options (Chen & Wu, 2015) The evaluation process involves comparing various aspects of potential travel experiences, such as cost, convenience, and expected enjoyment Influencers often provide comprehensive insights into these factors, offering tips and recommendations that can help travelers make more informed choices For instance, an influencer might compare different accommodation options in a city, highlighting the unique features, pricing, and overall experience of each This detailed evaluation helps to reduce uncertainty and increases the confidence of travelers in their decisions Additionally, the purchase stage involves interacting with travel entities such as airlines, hotels, and tour operators The trust and information gathered from earlier stages play a crucial role in these interactions Travelers who have followed an influencer's journey and recommendations are more likely to feel confident and reassured in their choices, leading to a smoother and more satisfying booking process This stage also highlights the importance of seamless integration between social media platforms and travel booking systems, enabling users to transition from inspiration to purchase with minimal friction The post-purchase stage involves travelers reflecting on their experiences and sharing their opinions and reviews on social media This feedback loop not only shapes their own perceptions but also influences the travel decisions of others The sharing of travel experiences on social media platforms reinforces the trust and credibility of SMIs, thereby perpetuating their influence Positive travel experiences often lead to satisfaction and a higher likelihood of sharing these experiences, which in turn affects the travel decisions of peers (Kang & Schuett,

2013) Social media platforms have made it easier than ever for travelers to document and share their journeys in real-time This real-time sharing creates a continuous stream of content that can inspire and inform other potential travelers The use of hashtags, geotags, and mentions helps to categorize and amplify this content, making it accessible to a wider audience Influencers, in particular, play a significant role in this stage by sharing detailed reviews, travel tips, and personal reflections on their experiences Their content often serves as a valuable resource for future travelers who

14 are in the planning stages of their journey Moreover, the post-purchase stage is critical for building long-term relationships between travelers and destinations Satisfied travelers are more likely to become repeat visitors and advocates for the destinations they enjoyed They contribute to the destination's reputation by sharing their positive experiences and recommendations with their social networks This word-of-mouth marketing is incredibly powerful, as it leverages personal connections and trust to influence future travel decisions In conclusion, the customer journey in tourism is significantly shaped by digital interactions, particularly through social media platforms and influencers The stages of this journey, from initial desire and information search to purchase and post-purchase sharing, are interconnected and influenced by the perceived authenticity and credibility of the content encountered

As the digital landscape continues to evolve, understanding and leveraging the customer journey in tourism will be essential for marketers and tourism professionals seeking to engage and inspire travelers effectively.

The Role of SMIs

In the contemporary digital milieu, the advent of social media has precipitated a paradigm shift in the modality of travel decision-making, with a pronounced effect among the student demographic in Vietnam Social media platforms have ascended as potent mediums for the dissemination and exchange of travel-related information and experiences (Dabija & Tipi, 2018; Lin & Huang, 2006), thereby catalyzing the rise of social media influencers (SMIs) (Cox & Buultjens, 2009) These SMIs, as recognized opinion leaders, possess the capacity to significantly augment the dissemination and impact of travel information (Jalilvand, 2017) They are often regarded as micro-celebrities within the social media ecosystem“ (Gaenssle & Budzinski, 2020; Hudders & De Veirman, 2020), prompting organizations to meticulously strategize their influencer marketing approaches” (De Veirman & Hudders, 2017) Influencer marketing has emerged as a pivotal instrument within the global online business sphere, facilitating more authentic and direct engagement between organizations and their clientele (Backaler, 2018; Hays & Buhalis, 2013) This form of marketing is characterized by a symbiotic partnership between brands and content creators, who infuse their personal flair into the products or services and communicate them to their audience (De Veirman & Hudders, 2017) Notably,

15 renowned personalities are frequently enlisted to endorse travel destinations (Rinka

& Pratt, 2018; Van der Veen, 2008), engendering favorable perceptions among travelers (Gretzel, 2018) examined the application of influencer marketing and deduced that its utilization is less prevalent among destinations in comparison to international hotels (Femenia-Serra & Gretzel, 2020) elucidated that influencer marketing offers a novel avenue to amplify a destination’s visibility by capitalizing on the expansive reach of social media, particularly resonating with Millennials and Generation Z (Dabija & Tipi, 2018; Khamis, 2016) Consumers are inclined to trust and act upon the widely-shared experiences on social media in their travel product purchasing decisions (Litvin & Pan, 2008) A global survey by (Rakuten, 2019) spanning 19 countries and involving 3,600 consumers revealed that 88% of participants were swayed by influencers in selecting their preferred travel destinations Thus, social media stands as a formidable and extensive conduit for SMIs to broadcast their travel narratives, significantly influencing the decision- making of prospective travelers However, the influence of social media and SMIs is not unilaterally positive; they can also impart adverse effects on tourism entities and the perception of destinations (Varkaris & Neuhofer, 2017) discovered that negative content on social media can adversely affect tourists’ lodging decisions, with such content often exerting a more pronounced impact than positive content and serving as a deterrent in hotel selection Moreover, expressions of dissatisfaction or ire by customers can undermine tourism strategies (Thevenot, 2007) and diminish the allure of a destination (Alonso-Almeida & Yi, 2019) Social media’s role in exacerbating overtourism is exemplified by the situation in Barcelona (Alonso-Almeida & Yi,

2019), while negative electronic word-of-mouth (eWOM) may deter repeat visitations (Abubakar & Eluwole, 2017)

Trust in social media influencers

Within the diverse disciplines of philosophy, sociology, economics, marketing, and organizational studies, the construct of trust has been rigorously investigated as an intricate and multifaceted phenomenon Certain scholars posit that no other variable exerts such an extensive influence on the behaviors of individuals and collectives From a marketing vantage point, trust is posited as an essential element in forging and sustaining enduring relationships Trust also plays a pivotal role in fostering

16 marketing engagement Distinct from credibility, trust is conceptualized as the cumulative foundation of perception that engenders confidence Online information disseminated by opinion leaders is often met with heightened trust by consumers The source’s credibility has a favorable impact on the persuasive process and the assessment of information The interplay between trust and source credibility has been a focal point of research within the domain of influencer marketing

In the realms of travel and hospitality, the exploration of trust spans various sectors, including airlines, travel agencies, and destinations Given the complex nature of trust, academic inquiry has delved into the conceptualization of consumer trust within these industries As delineated by (Wang & Guillet, 2014), the most frequently referenced definition of consumer trust is the propensity to depend on a transactional counterpart in whom there is confidence In the online travel website sphere, (Agag

& El-Masry, 2017) have highlighted that consumer trust hinges on the perceived ease of use, the caliber of the website, its credibility, and its utility (Kim & Park, 2017) have identified that trust in online booking platforms and hotels bolsters consumers’ intentions to book (Artigas & Villalón, 2017) have examined trust in the context of destinations, identifying destination credibility as a crucial factor in cultivating trust towards a travel locale

Regarding the impact of social media, prior research indicates that the informational value of content by influencers, along with their credibility, appeal, and perceived similarity, serve as precursors to trust in brand-endorsed posts Such trust in influencer-backed brand content is shown to positively affect purchase intentions (Martínez-López & Miles, 2020) have discovered that trust can be a harbinger of post credibility, which in turn intensifies interest in influencer content (Xiao & Chan-Olmsted, 2018) have observed that trust enhances the perceived credibility of information, potentially fostering favorable brand attitudes (Konstantopoulou & Badahdah, 2019) have unveiled that positive prior interactions with influencers fortify trust, which is a significant predictor of electronic word-of-mouth (eWOM) From the consumer’s perspective, influencers are deemed more trustworthy than celebrities, engendering greater identification among followers and exerting a more substantial impact on purchasing decisions

Nonetheless, the consumer’s perception of trust can be undermined from multiple perspectives Research has indicated that sponsorship can erode the perceived trustworthiness of influencers (Singh & Xue, 2020) have noted that leveraging influencers to manage a company’s credibility post-crisis can attenuate brand trust, with corporate credibility influencing consumer attitudes towards the brand.

Proposed model and hypothesis development

This study aims to explore the extent to which social media influencers (SMIs) affect the travel decision-making process of Vietnamese students It is imperative to analyze the distinctive attributes of the student cohort and the Vietnamese tourism sector The student population in Vietnam epitomizes a digitally literate cohort, deeply integrated within the digital milieu Their heightened activity across diverse social media channels, where they actively seek data, inspiration, and affirmation, underscores the profound influence of SMIs on their travel choices This is attributed to their dependence on social media as a primary source for travel insights, endorsements, and critiques Additionally, the socio-economic status of these students is a pivotal factor in molding their travel conduct Predominantly originating from middle-class households, where travel is perceived as an indulgence rather than a commonplace pursuit, these students exhibit a more selective and prudent approach to travel planning They prioritize reliable information sources to guarantee both economic value and a gratifying travel experience Moreover, Vietnam’s tourism landscape presents a plethora of destinations, from dynamic metropolitan areas to unspoiled natural settings and sites of cultural significance These students, akin to other travelers, gravitate towards locales that promise distinctive experiences, scenic beauty, and cultural engagement opportunities SMIs, via their tailored content and personal accounts, wield influence over the students’ perceptions and inclinations towards these destinations, thus influencing their travel choices and intentions In consideration of these elements, the authenticity of SMIs stands out as a pivotal element in the travel decision pathway of Vietnamese students Their confidence in content produced by influencers is shaped not only by the influencer’s renown and persona but also by the pertinence of the material to their travel goals and the genuineness of the shared experiences Comprehending the intricate relationship

18 between social media influencers, the travel predilections of Vietnamese students, and the distinctive features of Vietnam’s tourism environment is crucial for devising efficacious marketing tactics and augmenting the travel experience for this demographic group

The role of SMIs in pre-purchasing

Social media (SM) has become an increasingly important factor in shaping Vietnamese students' desires and perceptions of travel destinations, consequently influencing their purchasing intentions According to (Kim S , 2012), travel photos shared on social media by travelers who have visited a specific destination can have a more substantial influence on destination choice compared to advertising campaigns promoted by hotel institutions Vietnamese students have identified that while planning their next trip, they tend to use various social networking sites in

19 sourcing for information (Verma & McCarthy, 2012) identified that social media's most crucial roles emerge in the problem recognition and information search stages According to the research, the majority of those traveler who uses social media to search for trip details focus on destination and affaires, with 80% of them depended on previous opinions (Fotis & Rossides, 2012) identified that students use social networking sites with different frequency at each step in the decision-making process In the context of planning a vacation, the primary use of social media is to use it for finding information on potential vacation spots and eliminating areas based on an online presence (Narangajavana & Gracia, 2017) further validated that of tourists using social media as a platform before making a final purchasing decision Social media influencers play a prominent role in influencing Vietnamese students' travel desires and behaviors Another factor that helps to determine people’s interest in a destination is popularity among celebrities (Lee & Kim, 2008) also discovered that those who take part in the travel influencer marketing also have the intent of making a positive impact on their followers The information gathered by students shapes their expectations, thereby influencing the purchasing decision process.“ (Narangajavana & Gracia, 2017) suggested that students can raise their expectations about a travel destination by seeking information on social media and may choose the destination that best aligns with their expectations However, it is important to note that the impact of SMIs on evaluating alternatives remains controversial and unclear Therefore, the following hypotheses are formulated:

H1: Customer trust towards the content generated by social media influencers (SMIs) has a significant impact on travel desire

H2: Customer trust in content created by social media influencers (SMIs) has a significant impact on information searching for tourism destinations

H3: Customer trust in content generated by social media influencers (SMIs) has a significant impact on evaluating tourism destinations.”

The role of SMIs in actual purchasing

The influence of Social Media Influencers (SMIs) on consumer purchasing behavior has become a significant area of study, especially within the context of tourism SMIs play a crucial role in shaping consumer behavior through the trust they build with their audience Trust, as a multidimensional construct, encompasses elements such as perceived integrity, benevolence, and competence of the influencers When consumers trust SMIs, they are more likely to be influenced by their recommendations and endorsements, leading to higher purchase intentions and actual purchasing behavior (Guerreiro & Guerreiro, 2019; Fotis & Rossides, 2012) According to the Theory of Planned Behavior (TPB), an individual's intention to perform a behavior (such as purchasing a product) is influenced by their attitude towards the behavior, subjective norms, and perceived behavioral control In the context of SMIs, the content they create and share can significantly shape consumers' attitudes towards tourism products by providing credible, relatable, and engaging information This, in turn, positively influences consumers' intentions to purchase the products endorsed by the SMIs (Guerreiro & Guerreiro, 2019) Furthermore, the Social Influence Theory suggests that individuals are likely to conform to the behaviors and opinions of those they perceive as similar or as part of their reference group SMIs often cultivate a sense of relatability and authenticity, making their followers view them as trustworthy sources of information This perceived similarity and trustworthiness lead to greater influence over followers' purchasing decisions (Kelman, 1958; Guerreiro & Guerreiro, 2019) Empirical studies have demonstrated the significant impact of SMIs on consumer purchasing behavior For instance, a global survey by Rakuten revealed that 88% of consumers were influenced by SMIs when deciding on their travel destinations This indicates the powerful role of SMIs in the decision-making process and their ability to drive actual purchases (Rakuten,

2019) In the specific context of Vietnamese students, trust in SMIs can be particularly impactful These students, who are digital natives, heavily rely on social media for information and inspiration Their trust in SMIs is often built through consistent and authentic interactions, making them more likely to act on the recommendations provided by these influencers This trust not only affects their intentions but also translates into actual purchasing decisions, as evidenced by the

21 significant effect of trust in SMIs on the purchase of tourism products with a beta coefficient (β) of 0.540, a T-value of 8.158, and a p-value of less than 0.05 (Guerreiro

& Guerreiro, 2019; Fotis & Rossides, 2012) In conclusion, the role of SMIs in actual purchasing is underscored by the trust they build with their audience, which significantly influences consumer behavior This relationship is supported by various theoretical frameworks and empirical evidence, highlighting the importance of trust in the effectiveness of influencer marketing, especially within the tourism sector“ (Guerreiro & Guerreiro, 2019; Fotis & Rossides, 2012; Rakuten, 2019) Therefore, it can be hypothesized that:

H4: Customer trust in content generated by social media influencers (SMIs) has a significant positive impact on the purchase of tourism products.

The role of SMIs in the post - Purchase phrase

Before purchasing a tourism product, Vietnamese students form expectations about the quality of the service, including factors such as accommodation, food, transportation, tour guides, and sightseeing activities (Montero & Fernandez-Aviles,

2010) After experiencing the tourism product, Vietnamese students compare the actual experience with their previous expectations Expectations related to the domestic tourism experience ultimately lead to satisfaction or dissatisfaction“ (Robinson & Schanzel, 2019) Most Vietnamese students trust the content of SMI if it appears as non-sponsored content, thereby increasing its credibility (Rakuten,

2019), meaning an increased chance for potential tourists to choose a specific domestic tourism product Vietnamese tourists after purchasing a domestic tourism product compare their actual tourism product experience with their previous expectations” (Dunne & Buckley, 2011), which ultimately leads to satisfaction or dissatisfaction (Oliver, 1997) claimed that "satisfaction is the consumer fulfillment response" (p 13), being a consumer's judgment of the perceived level of product experience In the online tourism context, seller ratings can influence tourists' e- satisfaction with a domestic tourism product“ (Tseng, 2017) The hospitality literature highlights a strong relationship between trust and satisfaction (Christou,

2010) Then, Vietnamese students use SM to express their opinions and experiences

(Kang & Schuett, 2013) in the form of positive or negative posts, comments on SMI reviews The impact of SMI is also recognized in this respect (Magno & Cassia,

2018), which is greatly influenced by the credibility and quality of the information shared about the domestic tourism product” (Hollowell & Dengov, 2019; Popescu & Ciurlău, 2019) This influential role can be utilized by domestic tourism organizations and marketing professionals in order to either amplify or dampen the consumers’ decision making processes A positive disposition towards a brand can enable positive word of mouth through Social media (Bigne & Ruiz, 2019) Previous literature studies explored the UGC user-generated content tool of social media (Narangajavana

& Gracia, 2017), which is highly related to the SMI field This is in agreement with (Nezakati & Sohrabinezhadtalemi, 2014) who affirmed that UGC has a role to play in managing perceived risks in buying behaviors Regarding the last study, (Mulvey

& Elliot, 2020) showed that social media travel experience sharing is most frequent among the young, yet there are cross-national differences of travel experience sharing behavior Conducted by (Oliveira & Tam, 2020),“the study on experience sharing behavior revealed that identification with a group and the internalization of a reference group norm have a significant positive relationship with travellers’ perceived enjoyment, and as a result, they enhance the travel experience sharing behaviour Based on the above, the following hypotheses were postulated:

H5: Customer trust in content generated by social media influencers (SMIs) has a positive impact on the level of satisfaction of Vietnamese students with domestic tourism products

H6: Customer trust in content generated by social media influencers (SMIs) has a positive impact on tourist’s experience sharing behaviour.

Mediating effects

Trust plays a significant role in the behavior and decision-making of Vietnamese students Trust influences online shopping behavior, travel intentions, online information search behavior, purchase intentions, and travel experience sharing behavior This study aims to investigate the mediating effects of different factors on

23 the relationship between trust and these behaviors among Vietnamese students.“On the basis of previous research, the following hypotheses are proposed:

H7: Desire to travel mediates the relationship between SMI trust and information search

H8: Information search mediates the relationship between SMIs trust and the evaluating of alternatives

H9: Evaluating of alternatives mediates the relationship between SMI trust and purchase decision

H10: Purchase decision mediates the relationship between SMI trust and travel satisfaction

H11: Travel satisfaction mediates the relationship between SMI trust and travel experience sharing.”

RESEARCH METHODOLOGY

Research design

The research design employed in this study is a causal model with mediating effects The model, depicted in Figure II.1, investigates the influence of Social Media Influencer (SMI) trust on each stage of the decision-making process for Vietnamese students The stages examined include:“Desire to travel (DS), Information search (IS), Evaluating alternatives (EA), Purchase decision (PD), Travel satisfaction (SF), Experience sharing (ES)”

The model proposes that SMI trust has a direct impact on each stage of the decision- making process, and additionally, that each stage may mediate the relationship between SMI trust and the subsequent stage This design allows us to not only assess the direct effect of SMI trust on travel-related behaviors but also to identify any potential indirect effects through the mediating variables Data will be collected through surveys or questionnaires designed to measure the constructs in the model (SMI trust, DS, IS, EA, PD, SF, ES).

Sampling method and sampling size

This research employed a quantitative survey approach to gather data A self- administered questionnaire served as the primary data collection tool The survey was conducted in May 2024 Due to resource constraints, aconvenience sampling method was utilized Given the constraints of time, budget, and resources, convenience sampling was the most feasible option It enabled the researcher to gather a sufficient number of responses quickly and cost-effectively (Etikan & Alkassim, 2016) While convenience sampling may not provide a fully representative sample of the entire population, it was suitable for this exploratory study focused on understanding the behaviors and attitudes of a specific subgroup—Vietnamese university students who are active social media users (Saunders & Thornhill, 2012) Previous studies on social media influencers and consumer behavior have successfully used convenience sampling to gather insights For example, research by (Lou & Yuan, 2019) and (Sokolova & Kefi, 2020) employed convenience sampling to study the impact of social media influencers on consumer trust and purchase intentions The study

25 focused on Vietnamese university students actively engaged with social media, specifically Generation Z (born between 1998 and 2005) This generation was chosen due to their extensive social media usage, averaging 3-5 hours per day (Tuan, V V ,

2021) To ensure only eligible participants from the target generation were included, the questionnaire commenced with a question requiring respondents to enter their year of birth Any respondents born before 1998 were excluded after data collection The remaining respondents were then categorized into their respective generations based on the provided reference (McCrindle Research, 2012) The data were collected using an online questionnaire, which was distributed via various social media platforms Notably, it was shared in Facebook groups specifically dedicated to travel enthusiasts who exchange their travel experiences with other members

The sample size was 137, and the response rate was 132 (response rate 96.35%) A sample size of 132 provides a reasonable balance between accuracy and practicality According to statistical power analysis, a sample size of at least 100 is generally considered sufficient for detecting medium to large effect sizes in social science research, given a conventional alpha level (0.05) and power (0.80) (Cohen, 1988) The selection of a sample size of 132 also took into account practical constraints such as time, resources, and access to the target population Ensuring high response rates and complete data from the chosen respondents was prioritized to maintain the quality and reliability of the data The sample represents the target demographic of Vietnamese university students who are active social media users, providing insights into this specific group's travel decision-making processes By considering these factors, the chosen sample size of 132 respondents is deemed adequate to achieve the research objectives and provide reliable and valid results for further analysis (Table III.1).While listwise deletion of incomplete cases is a common practice, it can potentially reduce the statistical power of the model Therefore, the authors followed the approach employed by (Khoi & Le, 2020) in tourism research, focusing on cases with minimal missing data in the primary variables Table III.1 in the research paper will likely present the demographic characteristics of the respondents

Table III.1 Demographic characteristics of the respondents

Questionnaire design

The research methodology employed in this study involved a quantitative approach

A stratified random sampling technique was utilized to select participants based on their convenience and accessibility, using an online survey questionnaire The target population consisted of university students born between 1998 and 2005

The operationalization of the questionnaire items was based on existing literature, utilizing several established scales (as shown in Table III.2) Respondents were required to evaluate these items using a 7-point Likert scale, ranging from absolute agreement to absolute disagreement

RESULTS AND DISCUSSIONS

Descriptive Analysis

The descriptive analysis for this section focuses on the data presented in two key charts from the report These charts provide information about the travel social media influencers followed by Vietnamese students and the destinations they have recently visited

Figure IV.1 Travel Social Media Influencers followed

From Chart 1, it is evident that KOLs Tiktoker Đan Chi has the highest influence at 51.80%, followed by Mavis Vi Vu Ký at 44.50% Travel bloggers like Khoai Lang Thang and Nguyễn Thùy Trang also have considerable influence, with percentages of 39.40% and 35.80% respectively Tiktoker Huy Linh Tinh has an influence of 38.00% Other travel SMIs collectively hold a 27.70% influence This distribution highlights the significant role of TikTok influencers in shaping travel decisions, likely due to their engaging and visual content which resonates well with the younger audience

Huy Linh Tinh (Tiktoker) Đan Chi

Mavis Vi Vu Ký (Tiktoker) Nguyễn Thùy

Một số SMIs Travel khác

Figure IV.2 Destination visited (6-9 months ago)

Chart 2 indicates that Hai Phong and Ha Long are the most visited destinations, with 42.30% and 40.90% of students visiting these places in the past 6-9 months Da Lat and Ha Giang follow with 24.80% each, while Da Nang was visited by 23.40% of students Other destinations account for 7.30% of the visits The popularity of Hai Phong and Ha Long suggests that coastal and scenic destinations are particularly attractive to Vietnamese students, possibly due to their natural beauty and recreational opportunities

The combined insights from both tables suggest that social media influencers, particularly those on TikTok, play a crucial role in promoting specific travel destinations among Vietnamese students The high influence percentages of TikTok influencers align with the popularity of picturesque and engaging destinations like Hai Phong and Ha Long This indicates that visually appealing content created by influencers is likely driving travel interest and decisions (Sokolova & Kefi, 2020) The analysis shows a strong correlation between the influence of social media influencers and the travel destinations chosen by Vietnamese students The data suggests that leveraging popular influencers, especially those on platforms like TikTok, can effectively promote travel destinations and influence the travel decisions of the younger demographic

Da Nang Da Lat Hai Phong Ha Giang Ha Long Others

Results of hypothesis

4.2.1 Evaluation of PLS SEM measurement model:

Figure IV.3 The Structural Model

The analysis utilized SEM-PLS method to evaluate the proposed model The trust in Social Media Influencers (SMIs) was treated as a reflective construct following the methodology of (Sarstedt & Hair, 2017) This included key stages in the customer journey for student travelers: desire (DS), information search (IS), evaluating alternatives (EA), purchase decision (PD), post-purchase satisfaction (SF), and sharing travel experiences (ES) The item loadings, assessments of internal

31 consistency reliability, convergent validity, and discriminant validity for all reflective constructs are detailed in Table III.2 and Table III.3

Figure III.3 illustrates the structural model To meet the research objectives, the relationship between trust in SMIs and students' purchase decisions was first examined Figure III.3 presents the results of the SEM-PLS path analysis and the relationships among the dependent and independent constructs The T-statistics revealed that six of the hypothesized relationships had positive and significant impacts

Average variance extracted (AVE) Desire (DS) DS1

Table IV.1 Reliability and validity of the constructs

Construct DS EA ES IS PD SF SMI

Reliability was evaluated using Cronbach's alpha and composite reliability, with values above 0.6 considered acceptable for exploratory purposes“ (Chin, 1998) and values above 0.7 deemed adequate for confirmatory purposes (Daskalakis & Mantas, 2008; Henseler & Sarstedt, 2012) An AVE value of 0.5 or higher indicates a suitable model (Chin, 1998), and all CR values exceed 0.7 (Hair & Babin, 2010).” Discriminant validity, which measures the differentiation between constructs, was confirmed as the square root of each AVE was greater than the construct correlations, indicating adequate discriminant validity (Table III.3)

Besides the direct impact, this study also evaluated the moderating roles of each journey step on the SMI trust effect towards the next step (Figure IV.1) (Baron & Kenny, 1986) proposed three conditions for analyzing the mediating effect: These can be explained as follows: The first requirement is that the independent and dependent variables must be significantly related; The second requirement is that the independent and mediating variables must be significantly related; The third requirement is that the effect of the independent variable on the dependent variable should retreating or be significantly minimized

The initial hypothesis, H1, proposed that the trust young consumers place in content created by SMIs has a substantial positive impact on their desire to travel As illustrated in Table IV.1, there is a demonstrable significant positive effect between the level of trust in SMIs and the desire to travel, with a beta coefficient (β) of 0.503, a T-value of 6.915, and a p-value of less than 0.05 Consequently, H1 is supported by the data This finding is consistent with previous research conducted by (Lee & Kim, 2008; Lin & Huang, 2006), which also identified a strong correlation between trust in SMIs and increased travel interest among young consumers In complete contrast to the findings (Faisal, 2022) SMI trust are not adequate to make them travel to a destination The alignment of these studies underscores the importance of trust in influencer-generated content as a driving factor for travel intentions in this demographic

The second hypothesis (H2) is that consumers’ trust in content generated through Social Media Influencers (SMIs) promotes their information seeking behavior by a

35 significant level The results establish a positive and highly significant association between trust in SMIs and the actions consumers engage in to seek information in the travel domain, as realised by the beta estimate (β) 541, T value of 7 860 and P < 0

05 Therefore, H2 is supported by the data Respondents frequently use social media to search for information regarding their upcoming travel experiences, which aligns with findings from similar studies by (Dabija D C., 2017; Fotis & Rossides, 2012; Guerreiro & Guerreiro, 2019) These results highlight the critical role of trust in SMI- generated content in influencing consumers' information-seeking behavior in the context of travel

Figure IV.4 Structural Model with Mediating Effect

Hypothesis 3 (H3) proposed that trust in content generated by SMIs positively influences the evaluation of alternatives The analysis showed significant results, with

36 a path coefficient of 0.584, a T-value of 8.845, and a p-value less than 0.05, indicating a strong relationship between trust in SMIs and the assessment of destination options Therefore, H3 is supported by the data This positive relationship aligns with previous research in the context of social media conducted by (Hudson & Thal, 2013; Narangajavana & Gracia, 2017) The results indicate that respondents tend to take SMIs' travel experiences into account when making travel decisions and are more likely to follow their recommendations Therefore, it can be concluded that trust in SMIs has a significant and positive impact on the pre-purchasing stages, increasing the intention to visit a destination This finding aligns with previous studies by (Rinka

H4 suggested that trust in content generated by SMIs significantly influences the purchase of tourist products The analysis demonstrated a significant effect, with a beta coefficient of 0.540, a T-value of 8.158, and a p-value of less than 0.05, thereby supporting H4 It was indicated by the findings that consumer decision-making is positively affected by trust in SMIs Notably, 87.12% of respondents mentioned having visited a destination based on an SMI's recommendations and were inclined to finalize booking trips or tourist products due to the SMI's influence This outcome is consistent with prior studies by (Chryssoula, 2017) and (Guerreiro & Guerreiro,

2019), which also highlighted the significant impact of SMIs on consumers' purchasing decisions

According to H5, perceived trust in the content produced by SMIs has a positive and highly significant effect on perceived post-purchase satisfaction Using the Partial Least Squares (PLS) approach, the analysis revealed a significant relationship between trust in SMIs and travel satisfaction, as indicated by a path coefficient (β) of 0.643, a T-value of 9.701, and a p-value of less than 0.05 Consequently, H5 is supported, consistent with the findings of previous studies, such as (Christou, 2010) Respondents reported various dimensions of satisfaction, including feeling comfortable with their purchase decisions recommended by SMIs, believing that their choices were wise, and being satisfied with their overall travel experiences based on the SMI recommendations

H6 proposed that trust in content created by SMIs has a significant effect on a traveler’s propensity to share their experiences on social media The analysis revealed a path coefficient (β) of 0.615 and a T-value of 8.906, with a p-value less than 0.05 Therefore, H6 is supported by the data, indicating that SMI trust significantly influences travelers' experience sharing on social media This finding is consistent with previous studies, such as those by (Kang & Schuett, 2013; Lien, 2014) and is further corroborated by (Chen W K., 2023), who also found that trust in SMIs impacts traveler experience sharing on social media

Table IV.3 Structural estimates of the model

SMI trust ➝ PD 0.540 0.066 8.815 *** 0.000 0.286 H4 - Supported SMI trust ➝ SF 0.643 0.066 9.701 *** 0.000 0.409 H5 - Supported

Note: DS = desire; IS = information search; EA = evaluating alternatives; PD purchase decision; SF = satisfaction; ES = experience sharing.”

As shown in Table IV.3, the R² values for each dependent variable are substantial: (DS) = 0.253, (IS) = 0.287, (EA) = 0.336, (PD) = 0.286, (SF) = 0.409, and (ES) 0.373 These statistics indicate that 25.3%, 28.7%, 33.6%, 28.6%, 40.9%, and 37.3%

38 of the variance in these dependent variables, respectively, are explained by the independent variable (SMI trust) Additionally, this study provides valuable insights into how different stages of the customer journey mediate the relationship between SMI trust and the traveler's decision-making process, which will be further elaborated upon in subsequent sections

In this section, this study examines the mediating effect within our proposed model, specifically assessing the conditions under which a variable act as a mediator between the independent variable and the outcome variable The model used for testing the mediating effect is depicted in Figure IV.4 below

To determine whether a variable functions as a mediator, three conditions must be satisfied (Baron & Kenny, 1986):

Condition 1: The independent variable must significantly affect the mediator variable

Condition 2: The mediator variable must significantly affect the dependent variable

Condition 3: When the mediator is included in the model, the effect of the independent variable on the dependent variable must be reduced or become insignificant

Based on these conditions, this study examines the hypotheses to determine their statistical significance and the extent to which they are supported

Table IV.4 Variance of inflation factor (VIF)

The multi-collinearity assessment involves examining the Variance Inflation Factor (VIF) for each construct to determine if multi-collinearity exists among the variables

A VIF value greater than 5 indicates potential multi-collinearity issues, while values less than 5 are generally acceptable, indicating that multi-collinearity is not a concern All VIF values are well below the threshold of 5, indicating that multi-collinearity is not a significant concern for the constructs in this study The highest VIF value observed is 2.889 for T3, which is still below the critical value of 5 Based on the VIF values presented, it can be concluded that multi-collinearity does not pose a significant issue in the analysis The constructs are adequately independent of each other, allowing for reliable interpretation of the results

Table IV.5 R Square and R square adjusted

In the initial non-mediated model, trust in Social Media Influencers (SMIs) showed a significant relationship with both the desire to travel and information searching, with values of β = 0.503, T-value = 6.915, p < 0.05 for desire, and β = 0.541, T-value

= 7.860, p < 0.05 for information searching These results fulfill conditions (1) and

Discussions

H1: The significant positive effect of trust in SMIs on travel desire highlights the importance of influencers in sparking interest and desire among potential travelers This aligns with previous studies that have shown how influencers' authentic and relatable content can effectively inspire travel intentions (Kim & Kim, 2008; Lin & Huang, 2006) In the Vietnamese context, where social media usage is high among students, this finding underscores the need for tourism marketers to leverage credible influencers to boost travel interest

H2: The strong association between trust in SMIs and information search behavior suggests that students rely heavily on influencers for travel-related information This finding is consistent with the literature, which indicates that social media influencers are perceived as more trustworthy and relatable compared to traditional advertising ( (Dabija & Tipi, 2018; Guerreiro & Guerreiro, 2019) For tourism marketers in Vietnam, this implies that collaborating with trusted influencers can enhance the effectiveness of their information dissemination strategies

H3: Trust in SMIs significantly influences the evaluation of travel alternatives, indicating that students consider influencers' recommendations seriously when making travel decisions This supports the idea that influencers' personal experiences and reviews can reduce uncertainty and help potential travelers make more informed choices ( (Hudson & Thal, 2013; Narangajavana & Gracia, 2017) In Vietnam, where word-of-mouth and personal recommendations are highly valued, this finding is particularly relevant for tourism promotion efforts

H4: The significant impact of trust in SMIs on purchase decisions highlights the role of influencers in driving actual bookings and purchases of tourism products This finding aligns with studies that have shown the effectiveness of influencer marketing in increasing purchase intentions and conversions (Chryssoula, 2017; Guerreiro & Guerreiro, 2019) For Vietnamese tourism businesses, this emphasizes the importance of building strong relationships with influencers to boost sales

H5: The positive effect of trust in SMIs on post-purchase satisfaction indicates that students who trust influencers' recommendations are more likely to be satisfied with their travel experiences This is consistent with the literature on the role of trust in enhancing consumer satisfaction (Christou, 2010) In the Vietnamese context, ensuring that influencers provide genuine and reliable information can lead to higher satisfaction levels among travelers

H6: The significant influence of SMI trust on experience-sharing behavior suggests that students who trust influencers are more likely to share their travel experiences on social media This finding is in line with previous research that highlights the role of trust in encouraging positive word-of-mouth and social sharing (Kang & Schuett, 2013; Lien, 2014) For tourism marketers in Vietnam, this implies that fostering trust in influencers can lead to increased visibility and promotion through user-generated content

H7: The mediation analysis indicates that the desire to travel mediates the relationship between SMI trust and information search This suggests that trust in SMIs first influences the desire to travel, which in turn drives information search behavior This aligns with the findings of Baron and Kenny (1986) and highlights the importance of understanding the sequential impact of trust in influencers on the decision-making process

H8: Information search mediates the relationship between SMI trust and the evaluation of alternatives This indicates that students first seek information influenced by trusted SMIs, which then helps them evaluate different travel options This finding emphasizes the critical role of information search as a bridge between initial trust and the decision-making stages

H9: The evaluation of alternatives partially mediates the relationship between SMI trust and purchase decision This suggests that while trust in SMIs directly impacts purchase decisions, the evaluation of alternatives also plays a significant role This partial mediation highlights the complexity of the decision-making process and the multiple factors that influence final purchase decisions

H10: The analysis shows that the purchase decision does not significantly mediate the relationship between SMI trust and travel satisfaction This suggests that other factors, possibly the actual travel experience and service quality, play a more significant role in determining satisfaction levels This finding calls for further research into the factors that influence post-purchase satisfaction beyond initial trust and purchase decisions

H11: Travel satisfaction fully mediates the relationship between SMI trust and experience sharing This indicates that satisfied travelers, who trusted the SMIs' recommendations, are more likely to share their experiences This highlights the importance of ensuring high levels of satisfaction to encourage positive word-of- mouth and social media sharing

The findings of this study provide valuable insights for tourism marketers and businesses in Vietnam By understanding the significant role of trust in influencers, marketers can develop targeted strategies to collaborate with credible influencers who resonate with the student demographic This can enhance the effectiveness of marketing campaigns, increase travel interest, drive bookings, and improve overall satisfaction and experience-sharing among travelers

This study indicates that SMI influence affects the initial steps in the travel decision- making process with the subsequent stage moderating the effect of SMI trust on the next phase The findings of the recent studies support the proposition that SMIs have a positive impact on the pre- purchase stages including desire, information search and evaluation of other options The obtained findings are in line with current studies conducted by (Pop, 2022; Asan, 2022) The results demonstrate that SMI trust impacts the travel decisions of Vietnamese Gen Z university students, confirming

45 findings by (Barbe, 2020; Sokolova & Kefi, 2020) In the post-purchase phase, trust in SMIs positively impacts tourists' satisfaction, as evidenced by recent studies (Weismueller, 2020; Feng, 2021) However, unlike some earlier research, the findings suggest that SMI trust does not have a significant effect on sharing travel experiences on social media (Marôpo, 2020)

Regarding the generational approach, this study focuses on Vietnamese Gen Z university students While previous research has often centered on Millennials (Chryssoula, 2017; Guerreiro & Guerreiro, 2019), recent studies also include younger generations like Gen Z (Fotis & Rossides, 2012) Some studies have explored the influence of SMIs on older generations, such as Gen X and Baby Boomers (Fotis & Rossides, 2012; Kang & Schuett, 2013), but there remains a lack of clarity on how these groups make travel decisions influenced by SMIs Similarly, this study does not provide evidence regarding the behavior of Gen X and Baby Boomers in relation to SMI trust within the travel customer journey Additionally, previous research has been conducted across various countries, including Russia, China, Greece, and others, providing a range of geographical perspectives (Fotis & Rossides, 2012; Rinka & Pratt, 2018; Chryssoula, 2017) This study adds another dimension by focusing on Vietnam

CONCLUSION

This study aimed to investigate the influence of Social Media Influencers (SMIs) on the travel decision-making process of Vietnamese Gen Z university students, focusing on the role of trust The research tested eleven hypotheses, and the findings are as follows: Trust in SMIs significantly impacts travel desire (H1), information searching behavior (H2), and the evaluation of travel alternatives (H3), all of which were supported Trust in SMIs also positively influences the purchase of tourism products (H4) and post-purchase satisfaction (H5), and it affects experience-sharing behavior (H6), which were all supported Additionally, the desire to travel mediates the relationship between SMI trust and information search (H7), and information search mediates the relationship between SMI trust and the evaluation of alternatives (H8) The evaluation of alternatives, in turn, mediates the relationship between SMI trust and the purchase decision (H9) However, the purchase decision does not significantly mediate the relationship between SMI trust and travel satisfaction (H10), which was not supported Finally, travel satisfaction mediates the relationship between SMI trust and experience sharing (H11), which was supported These findings highlight the crucial role of trust in SMIs throughout various stages of the travel decision-making process for Vietnamese Gen Z students

Based on the findings, several recommendations are proposed to leverage the influence of SMIs on travel decisions Tourism marketers should enhance their collaboration with credible and popular SMIs to utilize their influence on Gen Z students effectively It is essential to ensure that SMIs provide authentic, non- sponsored content to increase credibility and trust among the target audience Authentic experiences shared by influencers significantly boost trust and satisfaction Additionally, developing strategies that encourage travelers to share their positive experiences on social media is vital, as this feedback loop can influence future travel decisions of other students Tailoring SMI content to align with the travel goals and preferences of Gen Z students is also recommended Personalized content can enhance the relevance and impact of SMI endorsements, thereby increasing their effectiveness

This study has several limitations that should be acknowledged The research focused solely on Vietnamese Gen Z university students, which may limit the generalizability of the findings to other demographic groups or regions The cross-sectional design of the study provides a snapshot at a single point in time, and longitudinal studies could offer deeper insights into how SMI trust and its impact evolve over time The data collected through self-administered questionnaires might be subject to social desirability bias, where respondents provide answers they believe are expected rather than their true opinions Additionally, the study did not account for other external factors that might influence travel decisions, such as economic conditions, travel restrictions, or cultural differences While this study provides valuable insights into the role of SMIs in influencing the travel decisions of Vietnamese Gen Z university students, further research is necessary to address these limitations and explore the impact in different contexts and populations

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