Improving Civil Communication Behavior of Ninh Binh Students Towards Tourists Through Social Media-Based Educational Communication

This project examines the effectiveness of a social media–based educational communication model in improving civilized communication behavior toward tourists among high school students in Ninh Binh Province, Vietnam. Using a pre-test/post-test experimental design with an intervention group and a control group, the study investigates changes in students’ awareness, attitudes, and self-reported communication behaviors. Data were collected through questionnaires combining Likert-scale items and open-ended questions, along with descriptive statistical analysis. The intervention was implemented through a Facebook fanpage and a TikTok channel featuring short videos and communication content related to local tourism, polite interaction, and students’ roles as community representatives. Results indicate that students in the intervention group demonstrated clearer awareness and positive behavioral changes compared to the control group. Although the project did not aim at competition outcomes, it emphasizes authentic data, ethical research practices, and educational value. The study contributes practical insights into behavior education in tourism-oriented localities and highlights the potential of social media as an effective educational tool in secondary schools.