How to Improve the Destination Choice in Heritage Tourism Through Tourism Digitalization: Case of Vietnam

Driven by the proliferation of digital technologies, the tourism industry is undergoing a profound transformation, compelling destinations to adapt and innovate to remain competitive. This study investigated the mediating role of destination image in the relationship between tourism digitalization and destination choice, focusing on heritage tourism in Vietnam. Drawing on a sample of 146 tourists visiting heritage sites in Vietnam, the study employs a quantitative approach using partial least squares structural equation modeling (PLS-SEM) to analyze the data. The findings revealed that tourism digitalization, encompassing accessibility and interactivity, significantly influenced destination image, positively affecting destination choice. Moreover, informativeness and personalization did not impact the destination image. The study confirmed the mediating role of destination image, highlighting its importance as a key mechanism through which digitalization efforts translate into tourist behavior. These findings provided valuable insights for heritage destination managers seeking to leverage digital technologies to enhance their appeal and attract visitors in the digital age.