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
Purpose - This study examines tourists’ continuance intention to use OTA booking services in Ho Chi Minh City through the Stimulus-Organism-Response framework.
Design/methodology/approach - Data from 351 OTA users were analyzed using PLS-SEM. Performance expectancy, information quality, social influence, and price value were modeled as stimuli, trust as the organismic state, and continuance intention as the response.
Findings - All four platform attributes positively affect trust. Social influence has the strongest effect, followed by information quality, performance expectancy, and price value. Trust significantly increases continuance intention.
Originality/value - The study validates a trust-mediated S-O-R mechanism in the OTA context and provides evidence on post-adoption behavior in Vietnam.
Practical implications - OTAs should strengthen trust, improve information quality and platform usefulness, maintain price value, and leverage credible reviews and recommendations.
Social implications - Greater transparency and reliability can reduce booking uncertainty and support the wider adoption of digital tourism services.
Keywords
Continuous usage intention; Ho Chi Minh City; Online booking; Online travel agency; Tourists
Article Details
Field of Economic (JEL Codes)
Z32 - Tourism and Development - Z33 - Marketing and Finance - Z38 - Policy - Tourism Economics
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