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http://dx.doi.org/10.13106/jafeb.2022.vol9.no5.0519

Factors Affecting Online Reservation Decisions Through Hotel Websites: An Empirical Study from Can Tho City, Vietnam  

NGUYEN, Hai Quynh Tram (Faculty of Business Administration, FPT University, Can Tho Campus)
LE, Yen Nhi (Faculty of Business Administration, FPT Can Tho University)
LAM, Ly Giau (Faculty of Business Administration, FPT Can Tho University)
LE, Thi Yen Nhi (Faculty of Business Administration, FPT Can Tho University)
NGUYEN, Trieu Di (Faculty of Business Administration, FPT Can Tho University)
PHAM, Thi Kim Yen (Faculty of Business Administration, FPT Can Tho University)
NGUYEN, Trong Luan (Faculty of Business Administration, FPT University, Can Tho Campus)
Publication Information
The Journal of Asian Finance, Economics and Business / v.9, no.5, 2022 , pp. 519-529 More about this Journal
Abstract
Many consumers are opting for online booking over traditional booking systems. Customers can actively seek out information about hotels and lodging services, as well as book rooms, at any time and from any location. Customers also feel more supported when they interact with virtual assistants or professionals. Recognizing this issue, several hotels have focused on improving their websites by incorporating aspects that encourage customers to book directly through the hotel's website. The study's goal is to discover what factors impact people's decisions to book a hotel stay through the hotel's website. Therefore, hotel managers and owners can make decisions to improve the hotel website to attract residents to Can Tho City. The factors are website quality, affective commitment, social presence, and e-trust that affect customers' decision to book through the hotel website. The study uses quantitative methods to collect data from 180 residents living in Can Tho. Through data analysis on SPSS and Amos software, the research results show that three factors considered, namely website quality, affective commitment, and social presence, positively influence customers' booking decisions. This finding also suggests that e-trust is less critical to residents in Can Tho City, different from what the study had predicted.
Keywords
Online Booking; Purchase Decision; Hotel Website; Vietnam;
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