The effects of perceived value, website trust and hotel trust on online hotel booking intention of consumers in Ho Chi Minh city
Abstract
Online booking has widely used among many consumers when making reservation, however, the factors as well as their degree of importance that lead to buyers’ intention in booking online is still ambiguous. Therefore, the purpose of this thesis is to identify these factors, namely perceived value, website trust and hotel trust; and how they impact on online hotel booking intention of consumers. The research was applied quantitative methodology and survey data were collected from 403 respondents in Ho Chi Minh city who have been using third-party online booking sites at least one time to make a hotel reservation. Structural Equation Modeling method along with Explanatory Factors Analysis were used to analyze data. As a result, the key finding of this research is positive impact of perceived value, which is affected by price and quality (except safety) on individuals’ online booking intention. In addition, online booking intention also has a positive relationship with trust toward hotels, which is influenced by online reviews. Trust toward third-party online booking sites is found to have no impact on hotel booking intention of consumers.
Some conclusions and recommendations were given to hoteliers and third-party websites to enhance their business in this era of technology. However, there still exist some limitations during conducting this research. Thus, further research should be taken to attain generalization.
Keywords: Perceived value, Trust toward third-party online booking sites, Trust toward hotels, Online booking intention.