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Vietnamese travelers lack trust in celebrity content creator reviews: survey

Vietnamese travelers lack trust in celebrity content creator reviews: survey

Friday, January 12, 2024, 13:50 GMT+7
Vietnamese travelers lack trust in celebrity content creator reviews: survey
Travelers film and create video content during a trip in Vietnam. Photo: N.Binh / Tuoi Tre

Over 60 percent of Vietnamese tourists said that they lack trust in reviews by celebrity content creators, saying that such reviews rarely match up with reality, according to a survey released by Klook, a travel and experience platform. 

More than 80 percent of travelers from the Asia-Pacific region and some 91 percent of Vietnamese tourists said they relied on reviews from Internet content creators to select ‘where to go’ and ‘what to eat,’ according to the results of Hong Kong-based Klook’s Travel Pulse Survey, which was released on Wednesday.  

The survey highlighted that 61 percent of the respondents put the majority of their trust in travel-content from non-celebrity creators despite their relying on social media content to make travel decisions, according to Nguyen Huy Hoang, managing director of Klook Vietnam.

Vietnamese tourists who depend on media for travel decisions show a preference for obtaining travel ideas through video content, surpassing other formats.

According to Hoang, video clips constitute 63 percent of the consumed travel content in this demographic.

The survey also showed that Vietnamese led the Asia-Pacific (APAC) in using Facebook and TikTok for travel inspiration.

Over 90 percent of the Vietnamese respondents have expressed their intent to book tours from the present period until the latter half of the year, making them the most enthusiastic travelers in the APAC region, Hoang said.

However, he highlighted that the Vietnamese also exhibit a penchant for spontaneous travel, with up to half of them indicating a preference for booking experiences and activities after arriving at or while staying in a destination.

Hoang also emphasized that Vietnamese tourists no longer plan their trips as carefully as they did before the COVID-19 pandemic, particularly as most of their trips are spontaneous weekend getaways to unexpected destinations at affordable prices. 

In addition, Vietnam took the lead in the APAC in terms of family travel, with nearly three in five Vietnamese respondents saying that they gave priority to taking trips with family members.

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Vinh Tho - N.Binh / Tuoi Tre News

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