THE ROLE OF SOCIAL MEDIA COMMUNICATION IN PROMOTING VIETNAM'S TOURISM IN THE POST-COVID-19 ERA

The tourism industry has long been one of Vietnam’s key economic pillars, contributing significantly to the country’s economic, cultural, and social development. However, the COVID-19 pandemic inflicted unprecedented disruption on global and Vietnamese tourism alike. In the post-pandemic context, social media communication has emerged as an indispensable tool for destination promotion and tourism recovery. This study employs qualitative content analysis, descriptive statistics, thematic analysis, and comparative methods to examine the role of social media platforms—particularly Facebook, TikTok, YouTube, and Instagram—in promoting Vietnam’s tourism from 2022 to 2025. The findings reveal that social media serves multiple strategic functions: as a rapid and wide-reaching information channel, as an inspiration and decision-support mechanism for travelers, as a tool for enhancing interaction and building trust, and as a vehicle for promoting sustainable tourism and cultural heritage values. The study concludes with policy recommendations for state management agencies and tourism enterprises aimed at maximizing the effectiveness of social media in destination marketing.