Finding the Social Networking Service Factors of Homestay Intention in Vietnam Based on GM(1, N) Model

The Social Network Service (SNS), considered Social Network Software, is a significant field of Social Computing. Researchers widely used SNS in recent years as a tool for connecting and communicating. With the development of social media, homestay travel has been prevalent for a long time. This research aims to explore the effect of the functions of Social Network Service on homestay travel intention in Vietnam. Fourteen functions of Social Network Service were summarized from the literature review and employed as the factors influencing homestay travel intention to design a five-point Likert scale questionnaire for conducting an online survey by convenience sampling. Two hundred twenty valid respondents were included for subsequent analysis by the GM (1, N) grey model to obtain each factor's weight. The GM(1, N) analysis showed interest sharing, photo sharing, and video sharing as the first to third most principal factors in their highly seasoned weighting towards homestay travel intention. On the other side, helping decision, helping interaction, and helping planning as the last three lists of weighting scores. That means consumers would rely upon the functions of sharing interest, photo, and video by others to evaluate their traveling options. It is suggested that homestay traveling vendors should pay more attention to the promotion of previous travelers' experience to increase customers' awareness.