This study represents a survey data of 466 community-based tourism establishments in the northern provinces of Vietnam such as, Yen Bai, Ha Giang, Tuyen Quang etc., with strongly developed community-based tourism activities based on the technology acceptance model (TAM). The results show that perceived ease of use of e-commerce has a positive and strong impact compared to perceived effectiveness of e-commerce on the intention to apply e-commerce to marketing communication activities in the supply chain of community-based tourism in Vietnam. In addition, if community-based tourism businesses perceive themselves as being modern, it will positively affect the perception of the ease of use and effectiveness of e-commerce, thereby indirectly bringing about a positive impact on the intention to apply e-commerce. Conversely, if they perceive themselves being traditional, it will negatively affect this relationship. Accordingly, this study helps provide practical evidence for promoting the application of e-commerce in tourism in remote, economically difficult areas in Vietnam and elsewhere. Nonetheless, the study remains limited when it has not been done a multi-group analysis to consider different influences of the factors of region, destination characteristics, type of tourism on intention to apply e-commerce for marketing communication activities in community-based tourism establishments.

Nowadays, weekend travel is gradually gaining people's attention due to societal impacts, with the desire to improve health, relax, rest, and entertain after days of exhausting work. Therefore, the development of weekend travel is a strategy of interest to managers and leaders, leading to intense competition among destinations. Although it has been long established worldwide, weekend travel in Vietnam has only recently gained popularity, primarily among young people. Therefore, researching the factors influencing the decision to choose weekend travel destinations is significant in developing strategies for this type of tourism. The research results show that the choice of weekend travel destinations by Ho Chi Minh City tourists is driven by various internal and external factors. Among them, internal motivations, income, convenience in the trip, the image of the destination, etc., are factors rated highly by tourists. There are significant differences in some internal and external factors according to age groups. Model testing and research hypotheses indicate that 66.4% of destination choices are influenced by the proposed factors in the model. Among them, the destination image has the most significant impact, followed by income, internal motivations, and distance. The remaining factors in the model have low or no impact on the satisfaction and commitment to return to weekend travel destinations for Ho Chi Minh City tourists.