Exploring the Role of Social Media Influencers in Shaping Tourists’ Visit Intentions to the Mekong Delta

Abstract

This study investigates the role of social media influencers in shaping tourists' visit intentions to the Mekong Delta by examining the psychological mechanisms through which digital engagement influences travel decision-making. Drawing upon an integrated theoretical framework that combines Attachment Theory, Destination Image Formation Theory, and Flow Theory, the study proposes a dual-pathway model consisting of an emotional pathway, mediated by flow experience, and a cognitive pathway, mediated by destination image. Data collected from 241 Vietnamese social media users were analyzed to test the proposed research model. The results support all six hypotheses, demonstrating that interactions with social media influencers simultaneously stimulate psychological processes of attentional immersion, emotional attachment, and cognitive evaluation of the destination. These mechanisms jointly contribute to stronger intentions to visit the Mekong Delta. The findings provide both theoretical and practical implications by explaining how digital engagement is transformed into travel intentions through complementary emotional and cognitive processes. The study also offers strategic recommendations for destination marketers to strengthen destination image, foster emotional connections, and create immersive online experiences that encourage sustainable tourism development in the Mekong Delta. By integrating three complementary theoretical perspectives within a unified framework, this research contributes to a deeper understanding of tourist decision-making in the context of social media and emerging tourism destinations.