This paper focuses on analyzing the factors influencing the intention to use social media among tourism businesses in Thai Nguyen province in the context of digital transformation. Utilizing both quantitative and qualitative research methods, the study employs Cronbach's Alpha reliability testing, Exploratory Factor Analysis (EFA), combined with Dubin Watson and ANOVA models to analyze factors from data collected through surveys of 200 tourism businesses in Thai Nguyen province. The research findings indicate that there are five factors positively influencing the intention to use social media among tourism businesses, including: (1) Performance Expectancy (PE); (2) Effort Expectancy (EE); (3) Social Influence (SI); (4) Facilitating Conditions (FC); and (5) Self-Efficacy (SE). By analyzing the relationships between these factors, the model helps identify the most important factors influencing the intention to use social media among tourism businesses. The results of the study will help tourism businesses understand customer behavior and psychology, identify the important factors affecting the intention to use social media among tourism businesses. This will enable tourism businesses to develop appropriate business strategies, maximize the benefits of social media, enhance marketing effectiveness, increase competitiveness and contribute to the sustainable development of the tourism industry in Thai Nguyen. This approach not only helps businesses attract more customers but also contributes to promoting local images and culture, creating favorable conditions for the economic development of the province's tourism sector.