Online Booking Intentions of Tourists from Ho Chi Minh City: Applying the UTAUT2 Model

Abstract

Currently, in practice, studies on online booking intention of tourists in Vietnam are of more interest, while studies on tourists from Ho Chi Minh City (HCMC) ) to other areas is still limited. In addition, studies examine the relationship between factors affecting satisfaction and travel intention to improve the competitiveness of Vietnamese online travel agencies in the context of expanding market share. and there is very little integration. The article uses the adoption model, extended technology (UTAUT2) and the intermediate variable satisfaction to explore the factors that affect the intention to continue shopping for tourists from Ho Chi Minh City. HCM based on convenience non-probability sampling method and 249 valid votes on google form. SPSS 25 and Smart PLS 4.0 software were used to verify and analyze the obtained data. The results of model testing and analysis show that independent variables such as performance expectations (PE), effort expectations (EE) and price value (PV) all have an influence on the intermediate variable, which is satisfied (ST). On the other hand, the variables social influence (SI), enjoyment motivation (HM), satisfaction (ST) are also confirmed to have an influence on tourists' online booking intention (CI), only Only the influence from the variable favorable conditions (FC) is not statistically significant. Based on the analysis results, the study proposed 4 groups of implications to increase the intention to continue booking online of tourists from Ho Chi Minh City to other places.