Tourist satisfaction in Northern Vietnam: The impact of cultural involvement and social media engagement using PLS-SEM

The tourism sector in Northern Vietnam has witnessed significant expansion, enticing international tourists with its distinctive cultural heritage and picturesque scenery. This study examines how local cultural activity and social media engagement affect the relationship between visitor experience and satisfaction. Data was collected from 394 travelers who visited Northern Vietnam using a quantitative approach called Partial Least Squares Structural Equation Modelling (PLS-SEM). The results indicate that the tourist experience has a substantial impact on tourist satisfaction. The relationship is favorably influenced by active participation in local culture, suggesting that greater cultural engagement increases satisfaction. Nevertheless, the impact of social media involvement did not demonstrate a noteworthy moderating influence. The findings offer useful insights for tourism managers and policymakers, underscoring the significance of improving tourist experiences and fostering cultural participation to enhance satisfaction. This study enhances the theoretical comprehension of tourist satisfaction and provides practical suggestions for implementing sustainable tourism practices.