Ubiquitous Role of Technology Based Social Media Application in the Vietnamese Tourism Industry

The recent years have evidenced the immense popularity of social media through a technological advancement that has fundamentally introduced a new paradigm in the tourism business globally. The study focuses on the role of social media technology in the tourism sector in Vietnam. The paper mainly outlines and explains an extensive overview of the role of social media in the Vietnamese tourism industry from two perspectives: travellers or consumers (demand side) and marketers or service providers (supply side). The research then presents trust and acceptance of social media technology in the Vietnamese tourism sector. The study views that social media technology-enhanced smart tourism can make the Vietnamese tourism industry more attractive among travellers. Different challenges and issues of using social media in the tourism industry have been addressed in the paper. In addition, the future of tourism in Vietnam with the integration of technology and its implication has been outlined at the end of the chapter.