本研究探討社群媒體，特別是 Facebook，如何影響越南遊客對台灣旅遊的認知、行為意圖與決策過程。透過對 20 位曾赴台旅遊的越南旅客進行深度半結構式訪談，採用紮根理論方法，分析社群媒體影響力在五個階段中的運作：認知形成、行為意圖發展、決策制定、旅途中經驗評估，以及行後選擇性分享與未來旅遊意圖。研究發現，遊客經常參考使用者生成內容（UGC），以建立現實可行的期待、釐清行程細節並驗證旅遊決策。社群媒體旅遊社團不僅是資訊儲存庫，更是互動性的規劃平台，其中資訊的價值與可信度主要透過社群回饋與個人需求的關聯性來評估。儘管多數受訪者僅在特定情境下選擇性分享內容，他們的貢獻仍強化了社群媒體影響力的循環特性，為未來旅客提供參考。本研究最終提出一項概念模型，強調數位時代旅遊行為的社會建構性與非線性特徵，並針對旅遊行銷人員如何透過文化貼合、以同儕為核心的數位策略提升目的地能見度與參與度，提出實務建議。

This study investigates how social media, particularly Facebook, influences Vietnamese tourists' perceptions, behavioral intentions, and decision-making regarding travel to Taiwan. Drawing on in-depth, semi-structured interviews with 20 Vietnamese travelers, the research adopts a grounded theory approach to explore the social media influence cycle across five phases: perception formation, behavioral intention, decision-making, on-site experience evaluation, and post-trip selective sharing and future intention. The findings reveal that tourists frequently consult user-generated content (UGC) to construct realistic expectations, clarify logistics, and validate travel decisions. Social media groups serve as both informational repositories and interactive planning environments, where content value and trust are shaped by community feedback and relevance to personal needs. Although most participants share content selectively and contextually, their contributions reinforce the cyclical nature of influence by supporting future travelers. The study proposes a conceptual model that highlights the socially constructed, non-linear nature of travel behavior in the digital age. Implications are offered for tourism marketers seeking to enhance destination visibility and engagement through culturally-aligned, peer-driven digital strategies.

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