ASSESSMENT OF FACTORS THAT IMPACT CUSTOMERS' ONLINE BOOKING BEHAVIOR AT 3-5 STAR HOTELS IN CAN THO

Abstract

The tourism sector is expanding quickly, and internet technologies are playing an increasingly significant role in it. Online hotel booking has become an essential tool for hotels to promote their services. The purpose of the study was to comprehend and evaluate “Assessment of Factors that Impact Customers' Online Booking Behavior at 3-5 Star Hotels in Can Tho”. 309 valid responses were collected using a Google Form-based questionnaire from the survey from customers in the Mekong Delta in the period from May to August 2023. The methods utilized to analyze the study's data are descriptive statistics, Cronbach's Alpha, Exploratory Factor Analysis (EFA) and Linear Regression Analysis. Based on pertinent theories and prior research, the proposed research model has seven components: Ease of Use (EAS), Trust (TRU), Price and Promotion (PP), Online Reviews (OLR), Perceived Risk (PR), Hotel Response (HOR), Online Booking Intention (OBI) and Online Booking Behavior (OBB). Using Linear Regression Analysis to evaluate the model, the research discovered that TRU, PP influence online booking intention. Online booking intention is a factor that influences customers' online booking behavior. However, Ease of Use, Online reviews, Perceived risk, Hotel response respectively had no effect on online booking intention. The study provides essential recommendations for hotel operations in Can Tho and throughout Vietnam, with the objective of identifying the critical factors that contribute to enhancing the online booking behavior of consumers. To some extent, these findings are intended to shed light on the evaluation approach for future studies assessing the impact of online booking behavior on the hospitality industry