Digital Transformation and Communication Effectiveness in Cultural Tourism: A Case Study in Da Nang, Vietnam

Vollständiger Abstract

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This study evaluates how digital transformation can reshape communication effectiveness in the context of cultural tourism through the restructuring of the technology value chain role. Through the support of technology, cultural values are reinforced and conveyed authentically and engagingly to enhance personal and social experiences, thereby improving communication effectiveness. Through multiple surveys with 393 participants, 380 responses were collected, ultimately yielding 368 valid responses in Da Nang, Vietnam, of which domestic tourists accounted for the majority at 54.6%, with the remainder being international tourists. Data analysis was performed using Microsoft Excel, SPSS, and AMOS, with hypotheses tested. The results show a positive but uneven impact of digital transformation on the quality of digital cultural content (greatest impact), digital engagement (second highest), and digital cultural experience. These results challenge some assumptions that role-playing experiences are the central strategy in creating digital value. It also shows that digital technology effectively supports the quality of media content while enhancing the inherent role of digital media in sharing, interaction, and personal immersion. Furthermore, perceived risks weaken the power of digital transformation on personal digital experiences but do not impact content quality. This result reflects the digital trust paradox, demonstrating both the effectiveness in increasing value for both customers and businesses, and the cautious attitude of tourists towards the potential risks from digital platforms. The distinct role of travel purpose in shaping travel behavior also reflects the contextual nature of the study. This research expands on implications beyond purely technology-accepting models by reflecting how technological infrastructure drives the creation of social value in terms of meaning and cultural tourism experiences. In practical terms, destination managers need to evaluate digital transformation as a strategic tool in creating human-centered content, fostering social–emotional connection and experiences to enhance sustainable destination communication effectiveness.