How online reviews and users' expertise and involvement affect travelers' trust and hotel rebooking intention - A study in HCMC

Abstract

The purpose of this study is to identify the online review factors that influence HCMC hotels' rebooking intentions. Despite the considerable amount of research conducted worldwide on the subject of traditional word-of-mouth, there is a scarcity of studies specifically examining this perspective within the hospitality industry. Hence, in order to assess this interpersonal relationship, Fan, Miao, Fang, and Lin (2013) utilized a model that integrated the Technology Acceptance Model (Davis, Bagozzi & Warshaw, 1989). By effectively managing rebooking intentions, the HCMC hotel organization would make strides in attracting a greater number of guests as a consequence of the study's conclusions. In light of the research findings and recommendations, hotel organizations would develop more effective marketing strategies to influence consumers' perceptions regarding the credibility of online reviews and the most effective ways to utilize them. On the contrary, hotel organizations in Vietnam ought to not only enhance their standing through word-of-mouth promotion (EWOM), but also deliver exceptional service products to their clientele, thereby augmenting revenue and securing future growth