DETERMINANTS OF TOURIST’S CONTINUED USE OF ONLINE TRAVEL AGENCY (OTA) BOOKING SERVICES: A CASE STUDY IN HO CHI MINH CITY, VIETNAM
Main Article Content
Abstract
This study examines the factors affecting the intention to continue using online booking services on online travel agency (OTA) platforms of tourists in Ho Chi Minh City, Vietnam. Based on the Theory of Planned Behavior (TPB) and the SOR framework, the research examines the roles of performance expectancy, information quality, perceived value, social influence, and trust. A survey of 351 OTA users was conducted and the data was analyzed using PLS-SEM. The results show that the factors affecting trust include: social influence, quality information, performance expectancy and price value, helping customers have a certain trust in those online platforms, thereby affecting the intention to continue using online travel agency platforms for booking. This study contributes to helping businesses and online travel agencies have a certain understanding of customer behavior after using online booking services. On that basis, the article also provides managerial implications to help accommodation businesses and online travel agents have effective business strategies and marketing plans to enhance the ability to retain old customers on OTA platforms.
Keywords
Keywords: Online travel agency; online booking; continuance intention; tourists; Ho Chi Minh City.
Article Details
Field of Economic (JEL Codes)
Z32 - Tourism and Development - Tourism Economics
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