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Source factors have long been a key construct in studies of word-of-mouth influence, but particularly for the digital context of electronic word-of-mouth (eWOM), source trustworthiness and parasocial relationships are worth a considerable focus. This study pays close attention to not only the effects source trustworthiness and parasocial relationships exert on eWOM influence but also the antecedents driving them. This study additionally considers the moderating role of brand credibility in the relationships between the two key constructs and eWOM influence. Confirmatory factor analysis (CFA) was conducted to assess the reliability and validity of the constructs.

A quantitative survey was sent to university students in Ho Chi Minh City, Vietnam, to collect 766 responses, which were then analyzed using an SEM approach. The sampling strategy was based on convenience and snowball sampling techniques to ensure a diverse representation of the student population. Respondents were asked to rate their perceptions of source trustworthiness, parasocial relationships, brand credibility, and eWOM influence regarding social media influencers they follow. The collected data were then analyzed using an SEM approach, utilizing software such as AMOS to validate the measurement model and test the proposed structural relationships.

The results confirm the strong impact of source trustworthiness and parasocial relationships on eWOM influence and recognize source authenticity to be the most powerful driver behind the two. Additionally, the findings suggest that brand credibility can positively moderate how source trustworthiness affects eWOM influence, with interaction effects examined through multi-group analysis.

Relevant implications for researchers and marketing practitioners are discussed, emphasizing the strategic selection of eWOM sources and the cultivation of brand credibility to enhance consumer engagement.

This paper aims to examine the role of social media communication, tourist satisfaction and destination brand equity components in enhancing destination brand equity based on the Stimulus – Organism – Response (S-O-R) theory.

The conceptual model and research hypotheses were assessed using covariance-based structural equation modeling (SEM). An online survey was used to collect data from 369 domestic tourists who had traveled to Danang and knew about content related to Danang generated by either DMOs or other users on social media.

Except for the effect of DMO-generated social media communication on tourist satisfaction and the impact of destination brand awareness on destination brand loyalty, the findings confirmed the sequential causal relationships between research concepts based on the S-O-R model.

Future research should explore the proposed model based on comparisons of different nationalities to better understand the impact of cultural factors.

DMOs should associate social media with their marketing strategies to enhance destination brand equity, using cutting-edge technologies to create content and update information in a significant way to make communications by DMOs more effective. The findings especially suggest that UGC plays a vital role in improving brand equity dimensions, so DMOs could exploit UGC to engage existing customers and build relationships with potential customers. This research provides guidance for DMOs to improve their brand equity based on social media.

This study has contributed to the destination marketing literature by applying the S-O-R theory to propose a pathway for effectively increasing destination brand equity and highlight the importance of social media communication as a driver to achieve a hierarchical relationship between destination brand equity components and tourist satisfaction from stimulus to organism (e.g. cognition to affect).

This paper aims to propose and investigate the relationships among the components of brand equity, and examining the effects of these components on overall destination brand equity in Hoi An tourism destination, Vietnam, from the perspective of domestic tourists.

Questionnaire data were collected from 319 domestic tourists who have visited Hoi An city. The results of empirical tests using a structural equation model support the research hypotheses.

The results indicate that destination brand awareness has significant, positive effects on destination brand image and destination perceived quality; destination brand image has positive influences on destination perceived quality and destination brand loyalty; destination perceived quality has significant, positive impacts on destination brand loyalty; except for destination brand image, the remaining dimensions have positive and direct impacts on overall destination brand equity.

An integrated model of destination brand equity dimensions and overall destination brand equity was tested in a tourism city in the context of a developing economy. Moreover, relevant implications are provided for destination marketers as to how to improve destination brand equity in the tourism industry.

This study aims to identify how perceived destination social responsibility (DSR) drives destination brand loyalty through a jointly and independently mediated mechanism of cognitive and affective components (e.g. tourist-destination identification, cognitive image, affective image and tourist satisfaction) and to examine the moderating role of individual-level collectivist values in linking perceived DSR and tourist behaviors.

An online survey is conducted to collect the data of 351 domestic tourists visiting an urban tourism destination (e.g. Danang City) in Vietnam. A serial multiple mediation model and moderation model were examined by applying covariance-based structural equation modeling.

This research’s results highlight the leading factors of perceived DSR in the process of forming destination brand loyalty and confirm the vital role of the intermediary mechanism of tourists' cognition and affect during this process. The chain of causal relationships DSR → TDI → CI → AI → TS → DBL confirms the role of perceived DSR as an essential prerequisite factor of DBL, creating a close connection to tourists' cognition and affect and contributing to improving destination brand loyalty. Individual-level collectivist values were found to positively moderate the links between perceived DSR and tourist-destination identification, affective image and destination brand loyalty.

Future research would provide insights into the links between perceived DSR and tourist behaviors by considering moderating variables (e.g. cultural distance and tourist types) and uncovering specific insights into each destination stakeholder's DSR activities.

A new integrated model of destination brand loyalty development is proposed to explore a new path for destination brand loyalty formation through cognitive, affective and cognitive-affective pathways. This moderating stream of examining individual-level collectivist values can make a significant contribution to the extant tourism literature by promoting a more positive tourist perception of DSR, thereby increasing tourists' knowledge, beliefs and emotions and enhancing destination brand loyalty.

In the competitive realm of destination branding, understanding the factors that lead tourists to develop a deep emotional connection with a destination’s brand is essential. At the heart of this emotional bond lies destination brand love – an exceptionally profound sentiment transcending mere satisfaction or preference. This concept has recently garnered attention from both tourism academia and industry practice. However, there remains a void in exploring the factors and mechanisms that pave the way for tourists to develop deep affection for a destination’s brand. This study examines the influences of self-congruence and destination immersion on destination brand love. In addition, the linkages from the four facets of self-congruence to destination brand love via the mediating role of destination brand immersion are also scrutinized.

With data collected from 421 tourists in Vietnam, the partial least squares structural equation modeling (PLS-SEM) approach was applied to test the research model and hypotheses.

The results reveal that (1) ideal and ideal social self-congruence impact destination brand love, (2) all four facets of self-congruence impact destination brand immersion and (3) there is an indirect effect of the four facets of self-congruence on destination brand love, mediated by destination brand immersion.

The study’s findings provide evidence that destination characteristics must be symbolic of the destination brand and consistent with its image among tourists, which is essential in understanding the complex behavior of tourists. Indeed, the results indicate that facets of self-congruence significantly influence both destination brand immersion and destination brand love. Therefore, destination marketers should develop marketing strategies that emphasize personal relevance to the tourist destination to increase their sympathy and love for the destination.

Adapting self-congruence theory and the psychology of flow theory, this study presents a model that elucidates both the direct and indirect relationships among the four facets of self-congruence: destination brand immersion and destination brand love based on the aspects of congruence between tourists and destinations. From this, it helps to explore the factors and mechanisms that pave the way for tourists to develop deep affection for a destination’s brand.

This paper aims to examine the relationships between brand equity, customer satisfaction and cultural distance for a tourism destination. The mediating role of customer satisfaction and the moderating effect of cultural distance in these relationships are assessed.

The direct–indirect–moderating relationships were assessed by applying covariance-based SEM (CB-SEM), mediating and multi-group analysis. A paper survey was used to collect data from 618 tourists (domestic and international tourists) visiting a destination in Vietnam.

The findings support direct positive links between the dimensions of brand equity and customer satisfaction, except for the effect of destination brand awareness on destination brand loyalty. This work further demonstrates the mediating effect of customer satisfaction on the indirect relationships between the dimensions of brand equity. Cultural distance was found to moderate the connections between the research concepts.

Future research should explore the model’s relationships based on comparisons in different destinations, to better understand the impact of cultural factors.

This study identifies specific factors to increase branding efficiency by developing and testing the relationship between brand equity and customer satisfaction. Using moderating variables through the lens of cultural distance, it proposes a mediated model. This work contributes to practice by informing destination managers on how to improve brand equity and satisfaction based on the cultural characteristics of international and domestic visitors.

“The world needs science, science needs women” is the message given by UNESCO in the program for the development of women in science” (UNESCO, 2017). In Vietnam, women’s participation and achievements in scientific research is considered a great and important resource for industrialization and modernization. Even so, are there gender differences in scientific achievement in the social science research institutes in Vietnam? What factors influence the scientific achievement of female social researchers? The answers will be based on data from a 2017 survey with a sample of 756 researchers, of which 77.6% were female. The survey was conducted by the Vietnam Academy of Social Sciences, a leading, ministry-level national center for the social sciences in Vietnam. This chapter analyzed the scientific achievements of researchers through their position as principal investigators of research projects and their publications, and factors that may impact this. Bivariate and multivariate analyses of factors that may affect the scientific achievement of researchers found that gender differences in academic achievement in the social sciences in Vietnam was still prevalent. Female researchers’ scientific achievements were lower than those of their male counterparts. The contribution to science of Vietnamese female researchers was limited by many different factors; the most important were the academic rank of the researchers and gender stereotype that considered housework the responsibility of women.

This study aims to integrate predictions from clinical psychology and UPPS impulsivity with the theory of planned behaviors (TPB) to draw a conceptual framework and test the prediction that attention deficit hyperactivity disorder (ADHD) symptoms, impulsivity would contribute to the prediction of the reasoned cognitive process of entrepreneurship over and above key predictors from an extended TPB model.

This study utilized a sample of 2,482 students from 14 universities/institutes in Vietnam; confirmatory factor analysis was employed to test the validity and reliability. Then, regression analysis with PROCESS macro approach (5,000 bootstrap sample and 95% confidence interval) was employed to estimate the association paths and multiple mediators.

The study reveals that ADHD symptoms and impulsivity substantially contribute to the exploration of an entrepreneurial intention throughout TPB predictors, with those higher in ADHD symptoms and impulsivity having higher intentions to engage in business venturing. Moreover, UPPS impulsiveness might valuably be incorporated with TPB predictors while predicting behaviors that are often examined as the process of rational cognitive strategies business venturing.

This study showed that a start-up business can be seen as a career choice for students who exhibit extensive ADHD symptoms to use their talents effectively, thus contributing to creating value for society and improving personal well-being.

This article stood to make contributions to entrepreneurship literature by investigating the effects of ADHD symptoms, four impulsivity traits on an entrepreneurial intention via three precursors in TPB, including attitude toward entrepreneurship, subjective norms and perceived behavioral control.

This study aims to examine the direct and indirect relationship between self-congruity and destination brand loyalty (DBL) based on the conceptual linkages of cognition, affect and conation. A multiple-step, multiple mediator model is investigated to explain the indirect effect of self-congruity on DBL through perceived destination quality (PDQ) and tourist satisfaction (TS). The moderating impact of visit frequency in these relationships is also proposed and empirically evaluated.

The conceptual model and research hypotheses were assessed by applying covariance-based structural equation modeling (SEM), mediating and multi-group analysis. An online survey was used to collect data from 347 domestic tourists visiting a destination in Vietnam.

The results support the link from self-congruity to PDQ, TS and then to DBL. Visit frequency was found to moderate the links between the research concepts.

Future research would benefit from considering other self-congruity components (e.g. social self-congruity and ideal social self-congruity) and moderating variables (e.g. cultural distance). This would provide insights into the relationships between self-congruity and tourist behaviors and could be based on comparisons in different destinations to achieve more wide-ranging results.

The effect of self-congruity on DBL that evolves from linking self-congruity to PDQ and TS to increase DBL was examined within a tourism destination context. This study is valuable to destination managers as it provides suggestions to improve DBL.

这项研究旨在基于认知、影响和意图的概念链路, 并检验自洽性和目的地品牌忠诚度之间的直接和间接关系。研究了一个多步骤、多媒介模型之后, 该模型通过感知的目的地质量和游客的满意度来解释自洽性对目的地品牌忠诚度的间接影响。在这些关系中, 游览频率的调节作用也被提出并通过经验评估。

应用基于协方差的SEM（CB-SEM), 中介和多群组分析对概念模型以及研究假设进行了评估。一项在线调查被用来收集来自347个游览越南目的地的国内游客的数据。

结果显示从自洽性到感知的目的地质量, 然后是游客满意度, 最后是目的地品牌忠诚度的链接。从此发现游览频率可以缓和研究概念之间的关系。

未来的研究将通过考虑其他自洽性组成的要素（例如：社会自洽性和理想的社会自洽性）以及自洽性和游客关系之间的其他调节变量（例如：文化距离）而受益, 基于在不同目的地进行比较的行为, 以获得更广泛的结果。

在旅游目的地背景下, 研究了自洽性对目的地品牌忠诚度的影响, 这种影响从链路自洽性与感知到的目的地质量和游客满意度联系起来, 从而, 提高了目的地品牌忠诚度。 这项工作对目的地管理者而言是有价值的, 因为该工作可提供有关提高目的地品牌忠诚度的建议。

关键词 自洽性, 感知的目的地质量, 游客满意度, 目的地品牌忠诚度, sem, 中介分析, 多群组分析

文章类型： 研究型论文

Vinculación de la autocongruencia, la calidad percibida y la satisfacción con la lealtad a la marca en un destino turístico: El papel moderador de la frecuencia de visita

Este estudio tiene como objetivo examinar la relación directa e indirecta entre la autocongruencia y la lealtad a la marca del destino basado en los vínculos conceptuales de cognición, afecto y conación. Se investiga un modelo de múltiples pasos y múltiples mediadores para explicar el efecto indirecto de la autocongruencia en la lealtad a la marca del destino a través de la calidad percibida del destino y la satisfacción del turista. El impacto moderador de la frecuencia de visita en estas relaciones también se propone y evalúa empíricamente.

El modelo conceptual y las hipótesis de investigación se evaluaron a través de la aplicación de SEM basado en covarianza (CB-SEM), mediación y análisis multigrupo. Se utilizó una encuesta en línea para recopilar datos de 347 turistas nacionales que visitaban un destino en Vietnam.

Los resultados respaldan el vínculo entre la autocongruencia y la calidad percibida del destino, la satisfacción del turista y luego a la lealtad a la marca del destino. Se encuentra que la frecuencia de visita modera los vínculos entre los conceptos de investigación.

Las investigaciones futuras se beneficiarían de considerar otros componentes de la autocongruencia (por ejemplo, la autocongruencia social y la autocongruencia social ideal) y otras variables moderadoras (por ejemplo, la distancia cultural) entre la relación de la autocongruencia y los comportamientos del turista basado en comparación en diferentes destinos para lograr resultados más amplios.

El efecto de la autocongruencia en la lealtad a la marca del destino que evoluciona desde la vinculación de la autocongruencia con la calidad percibida del destino y la satisfacción del turista para aumentar la lealtad a la marca del destino se examina en el contexto del destino turístico. Este trabajo es valioso para los administradores del destino, ya que brinda consejos para mejorar la lealtad a la marca del destino.

Autocongruencia, Calidad percibida del destino, Satisfacción del turista, Lealtad de la marca de destino, structural equation modeling (SEM), Análisis de mediación, Análisis multigrupo

Government employees must comply with policies on information security regulations, online security practices, social networking usage, internet addiction, online cyberthreats and other related habits. These activities are considered cybersecurity behaviors. Government social media (GSM) accounts are increasingly used to educate employees about cybersecurity risks. To support the effectiveness of cybersecurity practices in government organizations, the purpose of this study is to investigate the impacts of GSM and organizational policy compliance on employees’ cybersecurity awareness, motivation and behaviors.

Data were obtained by administering a questionnaire survey to public personnel in Vietnam. A total of 330 valid responses were obtained, and the research hypotheses were tested using partial least squares–structural equation modeling.

First, cybersecurity awareness enhances information protection motivation and employee protective behavior. Second, GSM has positive impacts on cybersecurity knowledge and information protection motivation. Third, there is a strong positive association between information protection motivation and employee protective behavior. Finally, while organizational compliance significantly increases cybersecurity awareness, its impact on employee protective behavior is ind irect.

This research enhances the literature on the behavioral dimension of cybersecurity. The primary objective of this study is to assess the influence of cybersecurity awareness on protective behaviors rather than intents and attitudes alone. Furthermore, this research integrates protection motivation theory and cultivation theory to provide a more thorough assessment of cybersecurity awareness and protective behavior. By investigating the impact of GSM on the level of cybersecurity awareness among employees within government organizations, this study provides valuable insights into the efficacy of recent governmental initiatives aimed at fostering cybersecurity.