Consumption Values Affecting Tourists’ Booking Intention On Online Travel Agents: A Case Study Of Vietnam

Abstract

In recent years, booking lodging online has become a popular trend as it is convenient. This research aims to investigate the factors influencing tourists' booking intentions when using Online Travel Agents (OTAs) in Vietnam. This study drew upon the Theory of Consumption Values (TCV) and applied a quantitative approach to examine the factors affecting tourists’ booking intentions using OTAs in Vietnam. 262 valid samples were collected. The collected data were analyzed using the Statistical Package for the Social Sciences (SPSS) and SmartPLS software. The results showed that tourists' attitudes toward online agents and their preference value positively and significantly impacted their online booking intentions. The quality benefit value had the most positive and indirect effect on booking intentions, mediated by attitudes toward the platforms, followed by monetary value and preference value. On the contrary, social and information values were found to have no impact on tourists' intentions to book accommodations in Vietnam. Based on the outcomes of this study, academic implications, and practical recommendations will be provided to OTA service providers and further studies to gain insights into the OTA market in the context of Vietnam.