Improving the Tour Booking Intention in Tourism Through Digitalizing Cultural Intangible Heritage: Evidence from Vietnam

The COVID-19 pandemic has severely impacted cultural intangible heritage tourism in Vietnam. Digital technologies like virtual tours and 3D models offer opportunities to maintain engagement and revenues. This study examined how digitalizing cultural intangible heritage influences intentions to book tours to heritage sites among Vietnamese tourists. A survey of 313 Vietnamese and international respondents measured the impact of digital heritage perceived usefulness, attitude, subjective norm, and technology ability on tour booking intentions. Regression model result confirmed perceived usefulness driving higher booking intention. Subjective norms, attitudes, and technology ability also directly enhanced intentions. Digital cultural intangible heritage can stimulate domestic tour booking intentions in Vietnam by fostering favorable trip planning perceptions, attitudes, and perceived control. The findings provide practical insights into digital technologies potential to support tourism recovery and growth.