FACTORS AFFECTING THE USE OF ONLINE TRAVEL SERVICES: A CASE STUDY OF TOURISTS IN HA LONG CITY, QUANG NINH PROVINCE, VIETNAM

Abstract

The study aims to determine the factors that directly affect tourists’ use of e-tourism services in Ha Long City, Quang Ninh Province, Vietnam. The authors propose a research framework based on the Technology Acceptance Model theory (TAM) and apply in-depth interviews and regression statistical analysis to test the hypotheses. The authors delivered the questionnaires directly to domestic and international tourists visiting Ha Long City and collected 258 suitable answers for further analysis. The research results show that perceived usefulness, perceived ease of use, perceived risks, perceived convenience in payment and perceived trust have an impact on the use of e-tourism services in the studied area. Hence, the study gives some implications for tourism businesses to promote the use of e-tourism services.