| dc.description.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. | en_US |
